SMUG Social Media University Global

Blogs Twice as Trusted as Congress

Josh Bernoff, a Forrester analyst and co-author of Groundswell, has issued a new report and has written a new blog post, entitled “People don’t trust company blogs. What you should do about it.” As people ranked sources of information, “company blog” came in dead last, at 16 percent.

I don’t trust it.

Don’t get me wrong. I have immense respect for Josh, and I think his post does point out some useful takeaways about how a corporate blog can be successful.

But I think the question that was the basis of his research was essentially meaningless.

It’s like asking people for their approval or disapproval of Congress. Before the last election in the U.S., the approval rating for Congress was at an all-time low, I believe. Something like 9 percent.

But people don’t vote in their local elections based on their opinion of Congress as a whole; they vote based on their local member of Congress and their perception of his or her record.

As Matthew Grant said in the comments on Jeremiah Owyang’s post about this study said, what’s really interesting is that the trust rating for personal blogs was only two points higher.

“Blogs” in general have negative connotations, just like “Congress” as a whole does. But a blog is just a type of Web site; one that enables interaction. I ‘m sure lots of people go to blogs and don’t even realize they are on a blog. They just perceive it as another Web site.

People are distrustful of companies in general and politicians in general. And they’ve had good reason, as demonstrated yesterday by the Illinois governor’s arrest for trying to sell Obama’s seat in the Senate. Rod Blagojevich’s trust level is probably around 3 percent today. Even after the recent vice presidential campaign, I’m betting Sarah Palin’s approval rating in Alaska is at least 20 times that.

People make distinctions among blogs (company or personal), just as they do among members of Congress. Or governors. The Blog Council (of which Mayo Clinic is a member) has a post discussing the Forrester findings as well.

As Shel Holtz put it nearly two years ago:

I trust certain people, and some of them have blogs. Therefore, I trust their blogs. It’s the person I trust, in other words, not the medium.

So as Josh says, be different. Be one of “the good guys.” If you’re going to have a company blog, don’t make it a regurgitation of the company line. Provide useful information and an opportunity for interaction. Let people make their voices heard on your site. And listen.

Trust me!

You can pass this along to people who trust you with the handy buttons below:

Winter Wonderland

Here’s part of the fun involved in living in Austin, Minnesota. With 7″ of snow so far (and the local public schools canceled for the day – although SMUG is still in session), I got to spend a half hour in some really productive exercise before catching the bus to Rochester.

At SMUG, the Chancellor also is in charge of Environmental Services.

These lights are called “icicle lights,” mainly for the visual effect they create. In our case, because our new garage doesn’t have gutters yet, we give that term a literal interpretation.

And after a half hour of shoveling, I had tamed the rugged driveway, much as my ancestors tamed the prairie. (OK, forget that. They didn’t get to go in and take a warm shower after they went out to chop wood.)

They also didn’t have wifi on the bus to work (or a bus to work) that they could use to share their morning experiences with the world.

So although we sometimes grumble about having to get up early to shovel the driveway and dig out after the snow plow has passed, we have a wonderful life. We’re blessed with a theater of seasons, and an opportunity to get out and become actors in the play.

4 Steps to Keeping New Year’s Resolutions

This post is from the SMUG Department of Philosophy. It isn’t about social media as much as it’s about personal growth. But in keeping with the rest of the SMUG curriculum, it’s based on my practical experience, and what has worked for me. In writing it I’m mainly reminding myself to apply what I’ve learned, so that in the coming year I might repeat my occasional successes instead of my more plentiful failures. If it helps you, so much the better.

In other words, it’s SMUG philosophy, not smug philosophy.

More often than not, January 1 has essentially taken me by surprise, like I didn’t even see it coming. As I overdosed on college football and enjoyed what was typically the last day of a break from the office, I suddenly realized I was at the start of whole new year and that I should think of some things I want to change. And without exception, those New Year’s resolutions have been shoved to the back burner within the next couple of weeks, and usually much more quickly.

But I have had some instances in which I was able to make meaningful long-term changes. So as I reflect on them, I want to draw some insights and tips that will help me as I look to mend my ways in 2009. You might consider applying them, too.

Continue reading “4 Steps to Keeping New Year’s Resolutions”

Flip Video of High School Sports

The Flip video camera, which SMUGgles know I like a lot, does a reasonably decent job of capturing video of sporting events, as long as they’re in a relatively small venue.

Here’s video I shot last night, of my daughter’s high school basketball team in their home opener. They won the game 68-40.

[youtube=http://www.youtube.com/watch?v=q1eyB-OsUnE]

If you click through to view the video directly on YouTube (instead of embedded), you can choose “Watch in High Quality,” which is a significant improvement.

Maybe for the next game I’ll try a tripod with the Flip. I really like how it saves time in digitizing though, as compared with shooting miniDV and having to import the tape. Being able to just copy the files to the hard drive and import into iMovie instead of playing an entire tape to digitize and import cuts the production time roughly in half.

Here, for comparison, is a video I shot last year with a Panasonic MiniDV camera. I’m not sure what my encoding settings were (probably not very good), but the video I shot with the Flip seems to compare favorably with this:

[youtube=http://www.youtube.com/watch?v=DEz2iW8d0p0]

Given its relatively non-existent zoom (it only goes to 2x, and that’s a digital zoom, not optical), you need to be pretty close to the action to get decent game video with a Flip. But given its speed and ease of use, I think the quality is acceptable (provided you keep your finger from creeping into the viewfinder.)

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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