Archive for the 'Building community' Category

Well, there’s nothing like writing it down and putting it out there to make something happen. I recently blogged about taking up running again, using Podrunner Intervals, a podcast that plays music at alternating slow and fast beats to help you with interval training. Within a day of my posting that up, my friend and blogging massage therapist, Melanie, dropped me a comment inviting me to join her for her second London Marathon in April 2010. My response was: Are you crazy!? But, still, I was chuffed to have her encouragement for my baby steps in running — especially as she is a superfit athlete.

A few days later, another friend, Sue, also learned about my new found fitness addiction from my blog and invited me to join her for a 5K fun run at the end of April. Sue is a homoeopath who lives round the corner from me and we are very close to Dulwich Park, where the fun run will be taking place. Since I go for my baby runs in that park every week, I had no any excuse not to sign up for the fun run. But the clincher was that Sue and I agreed to reward ourselves after the event by going for a slap up meal — how could I refuse that incentive! I have now sent off my cheque and application form…

Part of the thrill of starting a new hobby is to go shopping. I headed to London City Runner in my lunch hour and got myself a new pair of running shoes (Saucony) with stability support for my flat feet and weak ankles. I’ve also got some running shorts and a running T-shirt, both made of what they call “performance material” — silky, smooth to the touch: presumably to reduce the wind drag on my speedy pace of a mile in 20 minutes (yes, that’s called “walking pace”)… so while I huff and puff round the Park, regardless of my feeble performance, I look REALLY GOOD!

I have to confess that this new hobby has been inspired in the most part by my love of social media. While surfing the net the other week, I came across a number of podcasts and blogs about running and triathlons. Specifically, I typed in the word “Zen” into iTunes, thinking that I might like to listen to some podcasts about meditation and relaxation. One of the shows that came up was Zen and the Art of the Triathlon, a fantastic podcast by a triathlete called Brett living in Texas. It’s a really free-form show with him talking about training, cycling, swimming, testing out different kinds a gear. He has a very laid-back manner and a lovely energy that for some reason I find very inspiring. After listening to a couple of shows, I just wanted to get out there and run! (I would also love to swim and cycle but organising that in London is a bit more tricky than popping on my running shoes and trundling down to the park. But we’ll see… ) In addition to Brett, there is a huge community of running/ triathlete podcasters and bloggers out there and I’ve been getting a lot of tips and inspiration from many of them — if you want to check them out, just type in “running” or “triathlon” in iTunes or Google Blog Search.

What is interesting is that I have tried running off and on over the past few years but it has never really bitten and gotten hold of me in the same way as it has recently. I put that down definitely to finding the online community of runners/ triathletes. I’d always thought of myself as a non-sporty, literary type — not at all like those sporty, super athletes that think nothing of running across the desert or swimming the Channel. But listening to their podcasts about the pain that they experience in their training or the exhaustion that they have to fight through or about times when they just have to give up - as well as their enjoyment of the landscape that they are cycling or running through - has let me see them as ordinary people who have built up their stamina and skills over time and experience. It all seems less intimidating and more like something that even I could do!

So no sitting meditation or relaxation. Instead, I’m finding Zen in physical activity. Who knows where this will lead me. Watch this space…

Photo: thanks to klbw from flickr.com (CCL)

If anyone is still sceptical about the power of social media, all you have to do is take a look at its role in the making of America’s first African American president. Of all the candidates, Barack Obama has probably been the most socially connected online throughout the Democratic nomination race and also in the last year going head to head with John MCain. So, what platforms was he using and what effect did they have on the outcome of the election?

Back in the summer of 2007, I spotted that Obama had signed up for a Twitter account so that his fans and followers could keep up to date with his every movement. As of this week, you can see the “tweets” alerting his followers of the last frenetic activity on his campaign trail as he tried to squeeze as much face time with the public as possible.

The tweets link to live video on his very own social network my.barackobama.com, developed with the input of Facebook co-founder Chris Hughes. Obama also has a Facebook page with over a million “friends” and a Facebook application as well as a presence on MySpace. TechPresident.com gives a good analysis of these three social networks in “You’ve Got a Friend in Barack Obama”.

There is an official Obama Blog on his website, run by staffers and with a range of multimedia content, including live video such as his victory speech streamed via social networking video site Ustream, as well as YouTube videos.

Beyond this handful of tools, you can see on his blog links to “Obama Everywhere” - other platforms where he has an online presence, including interactive opportunities via mobile phone.

But a bunch of social media tools in themselves are not going to make a president all by themselves. The key is how they were used by the Obama campaign. Supporters, fans and followers were encouraged to take an action to show their support for the campaign - whether by organising local events or giving a donation, however small or large, or raising funds. According to the BBC, Obama’s online campaign “attracted more than three million donors. They donated about $650m (£403m) - more than both presidential contenders in 2004 combined.” With an overflowing war chest, he could out-do McCain by buying more airtime in the traditional broadcast media and also extend his own on-the-ground real world contact through more local outreach offices than the Republican campaign.

The BBC also reports that “Mr Obama had an unprecedented level of support among young people and new voters in the 2008 election. He won the votes of those under 30 by an impressive 66% to 31%, much higher than in any previous election. He also has a huge majority of those who voted for the first time, who supported him by 68% to 31%.” The Washington Post comments that the Millenials (those under 30) “are migrating toward each other, regardless of race or ethnicity. … (They) may have found their first president — one who engages them in their own space.”

Obama’s success was not entirely due to social media but he used it smartly in conjunction with other communication tools. Broadcast media is still hugely influencial and there’s nothing that will replace face to face human contact whether it’s through speeches at rallies or simply walking amont the people and kissing babies. But social media broadened his reach to those people he might not have otherwise been able to connect with and it also enabled ordinary people to do small things which came together as a whole to contibute to an enormous win.

Picture: screenshot of the official Obama website

I met Kieron Smith at The Bookseller’s Digitise or Die conference a couple of weeks back when we were both on the Digital Spaces panel and intrigued by his online social networking bookstore BookRabbit, I asked him to tell me more about it.

# What is BookRabbit?

BookRabbit is an online bookshop that dynamically connects readers, authors and publishers through the books they own.

Using BookRabbit, readers can share their passion for books, make recommendations to other readers as well as creating their own personal bookcase (using pictures of their real owrld book collections) and catalogues online – anything from medieval falconry, through bestsellers, to educational publications for schools. BookRabbit has a simple aim – to claim back book selling and book buying, enabling readers to discover the right books for them.

# How did you come to be involved / start BookRabbit?

I’ve worked in bookselling for many years for companies including WHSmith, Ottakar’s and Waterstone’s - I have felt for a while that online people don’t get the interesting and engaging side of discovering a new book to read. Instead they get one where books are commoditised and just about price. Although there are millions of titles available through the big bookselling sites, more and more it feels like we actually have less to chose from.

I was approached by an entrepreneur in late 2007 who asked me what I would do about this given a blank sheet of paper, I told him and he said he’d back me to do the lot - something of an offer I couldn’t refuse!

# For booklovers who are already signed up to buy books from Amazon, why should they move over to BookRabbit?

On the e-commerce side we’ve hopefully made it as painless as possible! We don’t require registration unless you want to take part in discussions or set up a profile, so no new passwords to remember! We’re cheaper than Amazon on the top 100,000 titles and take PayPal (as well as the standard cards) and have free delivery on everything.

BUT

I’d like to think you should give BookRabbit a go because browsing other people’s bookshelves and getting title matches with your own collection means you’ll discover something new!

# Is BookRabbit for UK residents only?

No anyone can use the site, we only have UK shipping at present but hope to add International as soon as we can.

# For those who have already got their libraries displayed on LibraryThing, why should they also sign up to BookRabbit? (This is my dilemma too!)

I wanted to avoid the whole painful data input thing - so you can start making useful and interesting connections from just a few books tagged on a shelf - give it a go and see who you match with!

# What are the benefits for authors for signing up?

There is an element of vouyeristic pleasure for authors in that they get to see what other books are sitting next to their own on people’s bookshelves - and if they wish start to interact on discussions. They’re also able to directly amend their title details on screen, including synopsis, jacket, catagory and even add YouTube videos all of which go live immediately.

# What are the kinds of discussions on BookRabbit?

We have discussions on three ‘areas’ they are either books, bookcases or categories and there is a summary of most recent ones on the homepage. It’s early days and we didn’t want to assume we would know what the community would discuss, but it seemed sensible to anchor them against a particular part of the site, rather than have one sprawling forum - we could be wrong though!

# I like the function for uploading a photo of your own bookshelf. What’s on yours?

I’ve got many, many bookselves, one of which can be seen http://www.bookrabbit.com/bookshelf/detail/bookshelfid/113 I’ve quite an eclectice taste in titles. We’ve a special offer on at the moment that if you upload a bookcase photo and tag at least five books then we’ll handpick you a free book and send it to you. You can see how we’ve been getting on with our selections at http://www.bookrabbit.com/help/showfaq/topicid/77/page/1 full details of the offer at www.BookRabbit.com/free

When I visit someone’s home, I can’t help but checkout the books on their shelves. Often, I find that with very good friends, we have many books and interests in common. But what is the most interesting is when I visit the home of someone that I get on pretty well with and like a lot but there’s just something that I can’t put my finger on - for some reason, we do not connect at a very deep level and I just have a sense that we’ll never be the best of friends. When I visit their home, it all becomes clear - they do not have a single book in their home, apart from maybe a few cookery books or travel guides. In my house, every single room, including the hallway is full of books - and I’ve just given a whole pile to Oxfam to make space for new books.

It’s not that I talk about books and writing very much with my friends, even with those who do have a lot of books nor is it that I am only interested in making friends with people who like books. I think it’s just the fact that I read a lot and with the friends who also enjoy reading, we have a connection that is about exploring ideas, analysis and arguments that books can give you. Books also offer a perspective on time, space and people in that they tell you about history, landscape, context, psychology, sociology, anthropology, economics and just plain old human stories. People who don’t read miss out on that opportunity to travel beyond the immediate extent of their own experience and so I guess when we come together, we can laugh and enjoy each other’s company and give emotional support as friends would do - but we just do not have an overlapping breadth of interest.

Since I’ve been exploring ebooks and audio books in my Going Shelfless experiment, I have wondered what the future holds for us readers when we can no longer explore the full extent of each other’s libraries because everything is a digital file on a laptop or iPod or ebook reader. Will an aspect of friendship and social connection be lost?

Many book lovers have probably discovered this social network already but I’ve only just come across it. LibraryThing enables you to put a list of your books online - books you own, books you are currently reading, books you’d like to read etc - to show to the world and also to see who else has the same reading taste as you.

You sign up for a free account (which allows you to list up to 200 books - after that, you need to pay for an annual or a lifetime account at pretty cheap rates) and you can then list your books by finding them on various online bookstores which have been intergrated with LibraryThing - clicking on the book link automatically inserts them in your library. There’s a Talk forum where you can discuss a particular book. There are also different book Groups you can join sorted by genre eg there’s a Science Fiction group and a Crime, Thriller and Mystery group.

In true social media fashion, you can also put a widget on your blog that shows random books from your library. You can see mine below:

You can see my full library (or at least the books I’ve gotten round to listing) at: http://www.librarything.com/catalog/yangmayooi

You can also add other LibaryThing members as Friends, as you might add Friends on Facebook or MySpace. One way to make friends is that you can see how many other people have a book that you have in their library - you can discover who they are if they have a public profile by drilling down through the numbers to specific profiles, and you can invite them to be your friend that way. Or you can search for your friends using the Search function.

I don’t have the time to catalogue ALL the books I own but I may use it to log current books as they have a short cut button you can put on your browser bar to add books to your library as you purchase them from Amazon and I usually buy my books from there anyway.

I wonder if members of LibraryThing list all the books they own and have ever read or is there the temptation to omit the more soically unacceptable ones - the low brow bodice-ripper, say, or the more desperate sounding self-help books that you might hide behind another layer of more worthy titles or even keep under your bed….

If you’re a member of LibraryThing, add me as a Friend. Also, please share your experience of this network and how it may have added to your enjoyment of books and reading. And whether you “censor” your list for public consumption…!

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My colleague Angie and I have been working with the Friends of the Dulwich Picture Gallery in South London on pro-bono basis to develop a multi-media online arts magazine, Dulwich OnView, which is launching this week. The process and objectives make a useful case study for anyone looking to set up an online community project on a limited budget.

Beginnings

The Friends is a volunteer group that supports the work of the Dulwich Picture Gallery by raising funds through events like summer parties, talks, films and other charitable fund-raising activities. Ingrid Beazley, their energetic and dynamic Chair, has been keen to use social media to promote the Friends and engage more with the local South East London community for some time now. We first talked about developing an interactive online presence in mid-2006 but what was needed was a strong volunteer team to help us run the project and for awhile, this key ingredient seemed elusive.

A great volunteer team

Then during last year, along came Catherine Fraher, who has a background in marketing and has worked with eBay. Taking time out following her new baby, Catherine has been thrown into the Friends e-world, first setting up a Friends photo group on Flickr and now taking on the role of co-editor for the new online magazine. At around the same time, a number of very talented and lively people began to offer help and suddenly, we had a great volunteer team - writers Anna Sayburn, Angela Corrias, Sally-Ann Johnson and Patrick Fraher; IT specialist Stephen Hendon and photographer Rebecca Portsmouth as well as my colleague at ZenGuide, web-content writer Angie Macdonald. The volunteer team is the real key to the magazine’s success - we have to work together well, approach the project in a professional way even though it’s just something we are doing for fun in our spare time, deliver our contributions on time and give each other the help and back-up that is needed in such a big project. And we really are doing all that with such ease and enthusiasm - it’s really fantastic!

A blog-based central hub

Given that this is a community project, my brief was to use free or low-cost applications that are freely available on the web. As the central hub of the multimedia magazine, we needed a platform that would fit well aesthetically with a world class art museum. I chose Wordpress.com for its ease of use and wide range of functions. Also the platform’s own branding is minimised - unlike Blogger which makes it clear you are on a blogspot.com site with its masthead across each blog. A survey has also reported that a large proportion of Blogger sites are spam blogs.

Blogging technology is easy to use and just the right platform for an online magazine. The free service does not allow you to re-design the layout in any sophisticated way but for our purposes the basic reverse date order presentation works well enough so that the latest articles appear at the top of the front page. The volunteer team will be able to upload their own articles with some basic training. Easy intergration with the photosharing site on Flickr.com means that the magazine can be quickly brightened with a lot of great images.

Other free / low-cost applications

For audio podcasting, I chose Gabcast.com which gives you a local UK telephone number to dial into from an ordinary phone. You record your podcast by leaving a voicemail message and press 1 to publish it. It automatically uploads the mp3 file and publishes a post on the magazine. It is free up to 200 MB and then there is a small monthly fee. There’s no messing around with sound editing equipment and FTP transfer software. But you can’t edit or add music tracks/ sound effects and you have to record your podcast in one continuous take - which can be a bit nerve-wracking!

We will be adding videos via our on Dulwich OnView YouTube channel in due course, which is a free application. In the meantime, we have collected videos about or filmed at Dulwich Picture Gallery using VodPod.com, which is another freebie - you can see the collection in the sidebar on the magazine site.

The Flickr pool is free - it collects together photos submitted to the pool by any user. However, Catherine has set up a Pro account for the photos that the team themselves want to upload for the magazine and that is a premium account at around £12 a year (US $25).

Some caution

Before you rush out and sign up to any old free application for your community project, a word of caution. You need to check out each applications functions and design options. The old adage is true that you get what you pay for. There are numerous free applications but some are easier to use than others - or have more suitable functionality to your project, or have fewer ads, or have a better look for your brand, or integrate better with other applications etc etc.

Also if you are likely to be particular about look, layout and the details of design, going for something free may not be the right way forward. And if you have high demands for functionality and specific things you want your multi-media to do, the free stuff is bound to limit and restrict your vision.

Knowing how to work around some of the limitations and restrictions of free applications can help. There is obviously only so much you can do with clever work-arounds but it can contribute to a quality user experience for your visitors.

Please do come and check out the magazine at www.dulwichonview.org.uk.

I’ve come across a number of women’s networks and blogs online recently, with the focus on business, enterprise and professional networking. This seems to be a growing niche - and no doubt, a fairly large market niche - and will be of interest to businesses and communicators who are looking at connecting with the female market. And especially given the research from BurstMedia in June 2007 which finds that the web is women’s favourite place to shop.

You may like to explore some of the online women’s networks below:

REAL Women
An online community for Rising Entrepreneurs And Like-minded women.

This is a community created by Zena Hockley, a British entrepreneur based in the Netherlands. The site features business-related articles of interest to women and interviews with real women entrepreneurs, asking them how they developed their businesses, the challenges they faced and their advice to other business-women. It’s good to read real stories from business women who are not necessarily celebrities but who are talented and persevering, sharing their experiences and advice.

Diva-Biz.com
The heart and soul of business - from a woman’s perspective

British entreprenuer Fiona Price created this online network for women in business, launched in Sept 2007. It features videos of interviews from women leaders such as Sarah Deaves, CEO of Coutts & Co as well as a forum, mentoring sessions, group discussions. It is currently free to join but they may charge a fee later as the project develops. Also, it looks like it’s not exclusively for women as “MEN who are interested in understanding more about women’s leadership style and what they contribute to business, are also welcome to join!”

Expat Women
Helping women living overseas

This is a fairly big, corporate-looking site - and very pink - developed by Andrea Martins, an Australian, and Jill Lengre, an American, to help expatriate women share stories, network globally and find resources. There are also volunteer mentors, forums and a huge women’s blogs directory (by country).

BlogHer

The community for women who blog

This is a huge and high-profile community of women bloggers with an annual conference in the US, founded in 2005 by Lisa Stone, Elisa Camahort Page and Jory Des Jardins. It’s free and you can add your blog to a vast array of others, listed under topics ranging from Astrology and Horoscopes to Travel and World. It is strong on discussing blogging related issues with a women’s perspective eg monetizing your blog and business blogging. I’ve signed up my blogs and joined this community.

Do you know any other women’s networks that have a strong online presence or community? Please do add a comment or email me using the Contact link above.

Photo: shows the three founders of BlogHer, from their website

The Australians are not known for their reticence or their polite turns of phrases. With the Australian General Elections coming up, the Ozzies have taken their outspoken and vigorous style of public debate online. Videos on YouTube and other platforms have been the media of choice with shows by established satirical magazines like The Daily Grind and The Ministry of Truth alongside clips by outspoken individuals. The political parties have also taken to the e-waves with their own channels on YouTube.

Here is a quick romp through the Ozzie political videoscape:

Government supported satire

The satirical The Ministry of Truth has uploaded an episode on their Ning-based online platform. The video features sketches laughing at the obsession with Australianness. The sketch about the Australian barbie made me laugh out loud (possible because I’d make a good Ozzie carnivore if I weren’t already British).

It’s striking that the show is sponsored by the Queensland Government Arts Board. I can’t imagine an Asian government sponsoring this kind of satirical show on their national channels.

Party Political Broadcasts

The Australian Labor Party has its own YouTube channel. The only problem with their very slick videos is that - well, they are very slick. They feature actors playing “ordinary” Australians talking about their “lives” and negative “responses” to John Howard’s statement that “Australians have never been better off”. The series of videos are all typical party political broadcast style ads that don’t sit very well on YouTube where the millions of other user-generated videos are have more quirky, spontaneous content. Take a look at this one featuring a “housewife”:

I reckon they would be more credible interviewing a few real people with all the “ums” and “ers” and a less slick presentation.

Amateurs join the fray

This one is a satirical song featuring Elvis and animated collages of the main electoral candidates John Howard and Kevin Rudd by someone(s?) called Captain Rant and the Knee Jerk Reactions. I couldn’t find out much more about them on the net - so if you know who they are and what else they’ve done, let me know by adding a comment.

There are plenty more satirical videos of this nature on YouTube - try typing in the candidates names in the search box and then follow links and related videos to explore them for yourself.

What is impressive is the standard of the animation and satire - although many are made by amateur film-makers they are pretty watchable and also clever and funny. They seem to be made by people who are older than the usual teenagers who populate user-generated spaces like these and who have a message they want to get across. The tone is also particularly Australian, I think - there’s no earnestness in these videos though clearly many of the creators feel strongly about their nation and the issues being debated and their irreverent humour and wit is what really comes across. In contrast, the American presidential debate currently taking place online is much more serious and earnest with bloggers - rather than film-makers - taking the lead.

The year of social media

2007 seems to be the year for social media to be taken seriously in the political arena, from what we’ve seen in America and now in Australia. This will be increasingly common around the world and will no longer be “news” in itself. I think that social media has the potential to engage populations in political debate in a fresh way and hopefully, this will mean less apathy and more involvement in the electoral process. In particular, peer-to-peer discussion and debate may prove to be a very powerful way for drawing otherwise uninterested citizens into the issues.

I am also currently exploring the use of social media for political debate in Asia and Africa and will be blogging about that in the future.

What do you think? If you’re an Australian, have these videos made you more interested in the elections and/ or politics?

Share your thoughts and add a comment.

Other resources

For a great review of other satiricial videos about the Australian elections, you can check out Australia’s ABC Radio National’s Street Stories podcast. Their show notes page also gives a list of links to various film-makers featured in their programme such as Shan Jayaweera who uses John Howard and Kevin Rudd puppets.

~~~~~~~~~~~~~~

This post and others in the category New Trends in International Public Relations is part of my research project for the book of the same name that I am co-authoring with business communications expert, Silvia Cambie. I am focusing on the social media aspects while she is working on the wider public relations issues.

To find out more about my research for this book, see my book wiki.

To see who has contributed to my research for the book, take a look at my Contributors List.

If you can help with my research for the book, please contact me via the book wiki contact link or email me via this blog.

by Angie Macdonald

The hype around social media continues to grow as millions of people globally join social networks and online communities. The marketing value of these tools is enormous yet many businesses are still not sure what they are and how they can use them.

On Thursday evening I went along to a talk at the City Women’s Network entitled Social Media: Online Communities and Your Business to hear three experts explain how businesses can take advantage of all that social networks and online communities have to offer.

First up was Giles Colborne, Managing Director of cxpartners who explained what online communities are and how they work. There are many different types of communities on the web; communities of support like the American Cancer Society and Trip Adviser, communities of friendship like Facebook, communities of ideas such as Boxes and Arrows, where professionals exchange knowledge, and finally, communities of expression, as in sites like Flickr and Last.fm.

What makes communities different is the issue of control. Unlike the authoritarian approach of most corporate cultures, control in online communities lies in the hands of the people using them.

The best way to approach starting your own online community is to treat it like organising a party and to think of the kind of people you’d like to attract, from an attentive host to lively social hubs and of course, your loyal friends. It is the type of people who join and participate in your community that will make or break it.

Kristin Berg, Planning Director at Euro RSCG 4D spoke about why communities and social networks are important.

If you are a business, chances are your target audience are already spending their time online in social networking sites like Flickr and Facebook. Word spreads fast in these online communities and companies need to monitor what people are saying about them and try and influence what they can.

Also, consumers are starting to interact with brands online in a manner which involves interaction, involvement and co-creation. The result is that consumers show more loyalty to the brands they feel a part of.

The benefits for businesses wanting to make use of online communities are numerous, including market research, the PR value that comes from being seen as the first to do something and advertising in the form of pre-launch product buzz, as in Microsoft’s new ZuneScene rival to the iPhone.

Companies like Sheraton Hotels and Coca-Cola have created brand engagement and engaged consumers online by asking guests to send in video stories about their trip for the Sheraton website and contribute design ideas for a new Coke bottle. The possibilities are endless.

Yang-May Ooi, Partner at Social Media Consultancy ZenGuide told about The Housing Finance Corporation’s blog or online discussion space, THFC Space, which she was involved in setting up along with CEO Piers Williamson.

A blog seemed the perfect platform to replace the quarterly newsletter that was emailed out in PDF form and promote the image of THFC as a modern, forward-thinking financial organisation.

It was decided to target the key influencers in the Housing Finance sector and gear the content towards what the members are interested in. The “bloggers” on the site include the key influencers in the sector as well as THFC staff.

Ensuring the success of THFC Space involves an editorial management policy with a blog editor and the CEO as the Managing Editor, who plays an active role in driving the project forward.

Outcomes of this project have included membership growth, an increase in discussion and increased marketing awareness amongst all at THFC.

The talks were followed by a lively discussion which touched on the issue of security and how to decide which social network to use. All in all, I thought the speakers made the idea of social media and business less scary and more accessible. It was a thoroughly enjoyable evening and really encouraging to hear such enthusiastic and positive comments around social media from the businesswomen in the audience.

The dark side

“The online world can lead to isolation and anti-social behaviour. It’s all very well having all these virtual friends on social networks but they can’t give you virtual hugs. You need real people for that.”

“Facebook and social networks are dangerous because you can lose your privacy. I would never want to put my details on Facebook.”

“I don’t read blogs. They’re not relevant for businesses, are they?”

“What’s social media? I don’t like computers. It’s all much too modern for me.”

These are a some comments that came up recently in a number of conversations I’ve had over the last year with some business people, intellectuals and professionals. It seems there are many people who have not yet had the time or readiness to be introduced to the remarkable opportunities for human communication that is available through social media tools. One of them even said to me, “It’s so refreshing to come across someone who is so positive about social media for a change.”

I felt like I was the odd one out at these particular gatherings. For awhile now, many of my closest friends and colleagues are happy social media campers like me and I’ve met numerous business people and professionals who are engaged and curious about the possibilities of online communications. So it has been a surprise from time to time to have been the lone voice of enthusiasm. It got me thinking. Why am I so positive about social media?

The bright side

There used to be an ad for BT, British Telecoms, the phone company with the tagline “Reach out and touch someone”. In my mind, social media offers exactly that experience. Perhaps I’m more sensitive to such opportunities, having lived apart from my family since I was 12. All the way across the vast globe, my parents and family were home in Malaysia while I grew up during my years at school and university here in England. The only communication used to be letters that arrived a week after they were written or through echoey, expensive phone calls once every few weeks. It could be lonely, counting the days till the next holiday when I’d be able to see my Mum, wondering what my family was doing just at that moment, imagining them having dinner together in Malaysia eight hours ahead while I was in a Maths lesson.

So, how amazing it is now to be able to email a message within seconds, type out an instant message - well - instantly, speak with my family online free or for a few pence and even see the other person face-to-face online as you do so. How fantastic to make new friends through blogging about shared interests even though you may be on different continents. How incredible to be able to follow each moment of another’s life through Twitter or Facebook status updates.

Existential crisis

And I don’t think it’s just me trying to recover from childhood loneliness. The reason so many millions have engaged so intensely online is because of the very human urge to connect with others and to express ourselves.

Yes, there are people who isolate themselves in their rooms all day playing on the internet. In India, universities have become increasingly concerned about increased suicide rates which they link to too much time spent on social networks. In Japan, a young girl blogged about killing her mother and her public journals were only investigated after the mother died - and it was found that she did indeed kill her mother. For me, the question is what kind of society drives young people into isolation because they feel they can’t talk to real live people right there next to them so that they feel that they can only engage online? How are those live people right there next to them not engaging with them, not hearing them, not understanding them?

Facebook

Using blogging and Facebook, I keep in touch with my family and friends in Malaysia and all over the world. I have made new and interesting friends whom I have met subsequently in real life and who continue now to be real as well as virtual friends. OK, I can’t get a virtual hug but I can get a verbal one through their written, audio or video messages - which must surely be better than the silence of being offline and disconnected from this global neighbourhood. In my real life, I still have my friends and family in the flesh who give me the real hugs and I reckon a lot of bloggers and social networkers enjoy that, too. It just means that my friendships and relationships are no longer all bound by having to physically being in the same place with those others.

Yes, you can lose your privacy on Facebook. But only if you choose to upload your personal data like your date of birth, your mother’s maiden name, your social security number etc. No-one is forcing you to do that. And, yes, employers are now checking Facebook profiles before they hire and an inappropriate photo of you can affect your chances of getting the job. With Facebook, the key is to use it judicously and to look at the privacy options you can set. It is prudent to think of it as a public space rather than a private one. There are advantages if you navigate your way through such a public space wisely - for example, you can ask for introductions from friends to other friends - which is particularly useful in a business context, replacing the old-fashioned letter of introduction.

Beware FUD

Crime, suicide, isolation, murder and loss of personal privacy are important issues and I am not dismissing concerns about them. It’s just worth stepping back for some perspective and context - and for the other side of the story to be offered up. There are millions of blogs and millions of people engaging in social networks and online games. In most cases - ie in millions of cases - these experiences are positive and the new technology is helping people connect with each other. Traditional media like newspapers and broadcast media thrive on FUD: Fear, Uncertainty and Doubt - no-one buys the paper to read that everything is fine and dandy. So newspapers etc will naturally pick out the doom and gloom stories. If you rely on the traditional media to tell you about social media, you’re only getting one side of the story.

Social media is here to stay and I think it’s a shame for those who choose not to engage out of FUD. They are losing out on ways to connect with friends, colleagues and family that can enrich their personal and business life. If you met your friends in a public place like a restaurant or on the street, you’d be sensible - you wouldn’t leave your handbag in an easily snatchable place, you wouldn’t give out your private details to a stranger walking by and so on. So it’s the same with social media - be sensible and you can get the best out of the time you spend online.

Photo: thanks to Ondra_L from flickr.com

You might like to come along to a discussion panel at the City Womens Network (CWN) on “Social Media: Online Communities” on 18 October ( 18.30 - 20.30pm). I’m one of the speakers along with a number of other web, digital marketing and business PR experts.

Here’s the blurb:

Using social media to build an online community around your business can be an effective way to retain clients, bring in new ones and raise the profile of your enterprise. In this panel discussion, we explore practical steps you can take to create and manage an online community relevant for your business.
We are proud to have selected a panel of speakers:

Yang-May Ooi, founder of social media consultancy ZenGuide and experienced blogger, will talk about strategies to keep your visitors coming back to your site and to develop your brand’s presence online.

Giles Colborne, President of the UK Usability Professionals’ Association and Managing Director of cxpartners, will guide you through the roles and responsibilities in managing online communities.

Kristen Berg, marketing strategist, looks at some examples of how brands have used communities, the strategic role they play and the potential value to the company.

Silvia Cambié, Director of Chanda Communications and Chair of CWN’s Membership Committee, will be moderating the session.

Organised by the Membership Committee. For more information, contact the organiser, Silvia Cambié, on silvia[at]chandacom.com.

Venue information:
Hosted by CO3 Limited
First Floor, Downstream Building No. 1, London Bridge,
SE1 9BG London, GB
nearest tube is London Bridge.

Time: 18.30pm
Date: 18 October 2007

Members: £20
Non-members: £25 (men welcome as guests)

It would be great to see you there. If you’re coming, email me and I’ll let the organisers know.