Social Media | Social Media University, Global (SMUG)

Social Media Sends Marketing Back to the Future

Below is an interesting video my wife discovered this morning, and it highlights why continuing education through institutions like SMUG is so important. One of the interesting segments says:

The top 10 in-demand jobs in 2010…did not exist in 2004. We are currently preparing students for jobs that don’t yet exist…using technologies that haven’t been invented…in order to solve problems we don’t even know are problems yet.

I don’t agree with everything in this video (for instance, how can they know what the top 10 in-demand jobs will be in 2010?), but in general it’s quite thought-provoking.

[youtube=http://www.youtube.com/watch?v=jpEnFwiqdx8]

Here are a few of the thoughts it provokes in me:

At least half of my job as it currently is structured didn’t exist in 2004. My title is “Manager, Syndication and Social Media.” The syndication part, providing medical news content for traditional media, isn’t new. But being a manager for social media (and the fact that we have a social media team at Mayo Clinic) is definitely a more recent development.

The pace of technological change is amazing, but in many ways it reverses some societal trends. Following widespread adoption of radio and TV (the timeframe of which is mentioned in the video) we entered a mass marketing era. Before that time, we were a society of smaller communities, and word of mouth and localized media were the most important ways of disseminating information. But mass media meant advertisers carpet bombed us with their messages because they could, and there was no way for us to really escape.

While in some ways the era of social media seems to be hurtling us toward a wild new world along with other technological innovations, in another sense it reverses some of those 20th century realities.

It’s never been easier for word-of-mouth messages to be distributed. For instance, I have a few hundred Twitter followers who will get a tweet about this blog post. If some of them decide to retweet it, they may pass it to thousands of their followers. And RSS, Facebook and Friendfeed (to name a few) are other ways the message will get distributed. RSS is the oldest of these technologies, and it first became widely available in 2003.

So with hundreds of millions of people able to make their thoughts potentially available to anyone in the world (for free), and with the social media tools making it easier than ever for friends to stay in touch and reconnect (and for people of common interests to congregate, regardless of geography), the mass media aren’t the only game in town anymore. Which is why we continue to see headlines like this one.

Word of mouth is free. As my friend Andy Sernovitz says, “Advertising is the price of being boring.” Or as Seth Godin puts it (I just downloaded one of his audio books), “Small is the new big.”

And that’s why SMUGgles will be ahead of the game; you’re preparing for and adapting to the changes that are happening, and seeing how these new tools can help you solve the problems you face in your work.

What thoughts does this video provoke in you?

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Twitter 121: Sharing Photos with TwitPic

Note: This is the first in a series of reviews of third-party applications that are part of the Twitter ecosystem. If you would like to write a review of another application, please contact the Chancellor about becoming a SMUG Associate Professor.

Twitpic is a site that lets you share photos using your Twitter account. It’s easy to use; You don’t even need to sign up separately. You just log in with your Twitter username and password:

Then, from the main page you can click the “Upload Photo” link:

This starts a three-step process. First you select your image (I chose for the sake of illustration to use the same image I embedded above):

Then you enter information about the photo, including where it was taken and tags. If you use a real address, the photo will show up in a Google maps mash-up. I’m trying a non-standard approach for this one:

Finally, you enter your Tweet and hit “Post It”

Here’s what the Tweet will look like in your timeline on Twitter:

The link to your photo shows up right after your username, and if people click that link they can see and comment on it.

And of course, their comments also become Tweets:

And from the TwitPic site you can share the photo via several other social networking platforms:

Lest you think TwitPic is just for screen shots, here’s the first photo I shared via TwitPic. I was in San Francisco earlier this year and caught my first foul ball at a major league baseball game.

Assignments:

Sign up for Twitter if you haven’t previously.
Comment on my baseball photo.
Follow me on Twitter (I’ll follow you back.)
Upload your own photo to TwitPic.

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200 SMUGgles Learning Social Media Together

With the exception of composing my annual Thanksgiving letter/post, I was pretty much unplugged from the Web over this long holiday weekend. It was a great time with family and working on some projects, like hanging our outdoor Christmas lights and insulating the North Annex.

But I did check in briefly Saturday morning and saw that our SMUG student union (a.k.a. Facebook group) had 201 members, which meant that we had 200 SMUGgles besides me. And as I check this morning, we’re up to 204, with members from most U.S. states and every continent except Antarctica.

How cool is that?

Actually, that number probably understates the true number of SMUGgles, because we have well over 200 subscribers to our RSS feed and nearly 400 who are following my Tweets. There may be some overlap among the three groups, but we likely have some unique members in each.

Thanks to everyone who has enrolled in Social Media University, Global to learn about social media together. Unlike traditional models of education, in which a low student/teacher ratio is considered beneficial, with SMUG we all gain by having more people participating. I may be the Chancellor, but in reality we’re all SMUGgles (with apologies to J.K. Rowling): ordinary humans who possess no wizard-like powers, but who want to do magical things using social media tools. More about tools in a future post.

If you’ve found our coursework helpful, I hope you’ll take a moment to share SMUG with your friends, co-workers or members of your non-profit volunteer organizations. You will not only help them by introducing social media tools like blogging, podcasting, Facebook and Twitter that they can use (or you can use together with them on joint projects), but you’ll also make SMUG stronger, as we will have more people sharing and contributing, and we can learn from each other.

For instance, Norway’s Jan Husdal, who became our first SMUG associate professor, taught me how to embed the social sharing toolbar on posts in WordPress.com. Our student body name, the SMUGgles, came from Jim Streed of Green Bay, Wisc. And I think we may be welcoming another associate professor soon.

I hope you’ll use the toolbar below to share this post with your Facebook friends, either by posting it to your profile or singling out some particular friends by sending directly to them as a message. Or feel free to use any of the other sharing buttons (or tweet about it on Twitter) to otherwise spread the word.

If you’re not yet a SMUGgle, you can enroll in Social Media University, Global through one of the options on this page.

Asking the Right Questions about PR and Social Media

Tomorrow I have an opportunity to discuss social media and how it is changing the practice of public relations with students from the University of St. Thomas’ chapter of the PRSSA.

Jessica Snell, a St. Thomas junior who is in charge of the noon program, sent me a list of questions as a starting point for discussion. If getting the right answers depends on beginning by asking the right questions, I think they’re off to a good start.

We won’t get to all of these in an hour, but if any SMUGgles have interesting answers, perspectives and stories you would like me to share with the students, please leave your thoughts in the comments below.

Meanwhile, I’ll start updating this post with some of my answers to those questions.

• In what ways do you feel that the field of public relations is changing due to the use of social media technologies?

– Journalists interacting with PR professionals through Facebook, LinkedIn, Twitter

– It’s not just media relations, but is really public relations.

– HARO as a free alternative to ProfNet

• How are social media technologies being used specifically in the health care field?

Many health care providers have YouTube channels. Here are channels for Mayo Clinic, M.D. Anderson and MUSC. See some of our podcasting and blog offerings in the links below. We also have a Facebook “fan” page.

• What impact do social media technologies have in a crisis communication/issues management? (e.g., beneficial way to get out important info.? harmful rumors spread quickly?)

See this post on Facebook Crisis Communications and this one one Twitter and Facebook “off-label” uses. See the 35W bridge collapse group in Facebook.

• Have social/digital media technologies changed the way you work with journalists?

Absolutely, whether through Facebook and Twitter interactions or through our News Blog.

• Have social/digital media technologies changed the way you communicate with patients?

See our Podcast blog, which lets us share much more in-depth information with patients (and lets them ask questions), and our Facebook page.

• What skills do you believe are important for students to develop for projects that incorporate social media technologies?

– Start and sustain a blog

– Writing

– Shooting and editing video

– Photography

– Basic familiarity with the types of social networking tools

– Interactivity

• How do you recommend keeping up with all of the changes in the digital world? Is important to know about, and participate in every new thing to be a good PR practitioner?

– Like some foul-mouthed broadcasters need a seven-second delay, consider a seven-day or seven-week delay before jumping after every shiny new toy.

– It’s more important to think creatively about how to use new but fairly mainstream technologies instead of being the first to use a hot new tool.

– I would be remiss – given that your tuition at UST is $27,722 – if I failed to urge you to enroll in SMUG.

– Check out my Slideshare slideshows and slidecasts to see some of the presentations I’ve done (some of the slides will be similar to what I presented today) as well as some of the SMUG curriculum.

• What challenges do you believe students should be prepared to address when working on campaigns that incorporate social media technologies?

– FUD – Fear, Uncertainty and Doubt.

– Skepticism about how a social media slingshot can compete with mass media. Remember Goliath. Remember George Allen.
• What ethical challenges have emerged when using social media technologies in a PR context?

– Temptation to comment anonymously or “game” the rankings in Digg or on other social sites. Yield not.

• What is important for young professionals to know about our ability to measure results when using social media technologies as part of PR campaigns?

– Measurement is a significant advantage for social media as compared with mainstream media.

– You can justify based on tangible outcomes, and then have intangibles as icing.

• What is important for young professionals to know about working with clients (or management) when recommending social media strategies?

– See the FUD observation above

– Show examples of mainstream success with social media, from well-established companies and brands. The Blog Council is a group of large companies using social media internally and externally, and here is our Alltop page.

– Keep costs low and show them how easy it can be using free and/or open source solutions.

– Engage front-line employees instead of thinking all communication needs to come from the PR team.

• What types of technologies or applications should students be familiar with (e.g., Facebook, RSS feeds, Digg, Twitter, Ning, Linked In, Technorati, Google Analytics, del.icio.us, YouTube, blogs, podcasts, designing a Web site, etc.)?

All of the above. You need to develop an understanding for each of the kinds of tools, so you can select or recommend the right one for the job. If all you have is a hammer….

• What impact do you believe the Internet and social media technologies are having on how PR, advertising and marketing professionals work together?

• What advice do you have for helping the areas of PR, advertising and marketing work together successfully?

• Please describe a recent project/campaign that you feel illustrates how public relations is impacted by the use of social media technologies.

• What aspects of the project represent a change or shift in PR practice, and what elements remain unchanged from traditional PR practice?

What thoughts does this video provoke in you?

Assignments:

How cool is that?

We won’t get to all of these in an hour, but if any SMUGgles have interesting answers, perspectives and stories you would like me to share with the students, please leave your thoughts in the comments below.

I welcome any other thoughts people may have to share with students from the UST chapter of PRSSA. They would, too.