A baseball parable about politics
Once upon a time, there were two baseball teams, the Red Sox and the Yankees. Each team did its thing, and the owners made money, the players made money, the advertisers made money in the stadiums and on the televisions, and all was more or less well. Fans got to root for their teams and enjoy $7 hot dogs and mediocre beers while cheering from the seats. Occasionally someone even hit a fly ball into the stands and made everyone happy.
Then a rivalry developed between the two teams. Each team’s fans became more ardent supporters of their team and detractors of the opposing team. Red Sox fans didn’t like Yankees fans. Yankees fans didn’t like Red Sox fans. The rivalry grew intense over the decades, but strangely, it didn’t drive people away from the stadiums. Quite the contrary – people flocked to see their teams and cheer for their teams more than ever.
The owners made more money. The players made more money. The advertisers made more money. The fans still got $7 hot dogs and beer, and started to express their dislike for the other team using words like war, traitor, and hatred. Fans even started to murder each other over the rivalry. But instead of trying to cool heated heads, we are content with the owners, players, media, and advertisers fanning the fires ever higher, even if the consequences of doing so are more dire, because the folks running the show (literally) are making a lot more money.
This in the world of propaganda is known as a granfalloon, or minimal group paradigm. We create a largely meaningless distinction and divide people along that distinction until we’ve created two or more ardent camps that will do actual physical harm to each other.
Now let’s port this idea over to the realm of politics. We have two large teams in the United States, the Republicans and the Democrats. We have owners – the campaign funders who benefit from the decisions made by lawmakers of each party. We have players – the elected officials we put in office and their appointees. We have advertisers and media who benefit from the enormous sums each election cycle. And we have the fans – us, the citizens.
It should come as no surprise, then, that the bitter rivalry between the two teams in politics has the same outcomes as the bitter rivalry in baseball and is thus encouraged by the establishment for their benefit. The owners make a lot more money. The players make a lot more money. The advertisers and media make a lot more money.
And the fans – we, the people? We get the equivalent of $7 hot dogs and beer, get to root for our teams, get to be divided into our respective camps and incited to violence for the benefit of the owners, players, and other interests running the show. One nation, indivisible? Hardly.
The next time you have a knee jerk reaction to someone or something because of the political label on it or them, take a step back and recognize that you’ve been played by the moneyed interests and transformed from a rational human being into a rabid fan. Mentally remove your team jersey, put away the meaningless bluster you’ve been asked to recite by your team, and give some actual critical thought to what’s in front of you.
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A simple content value test
People spend a lot of time worrying about whether their content is valuable. This is a good thing, generally, as it means they’re legitimately interested in providing good content. That said, most of what gets produced isn’t good content or great content; at best, it’s mediocre or downright bad content.
How do you fix this? Let me offer a simple test that I use to judge whether my content is any good.
If I didn’t do one of these three things:
- Laugh
- Learn
- Love
… when I was creating the content, then it doesn’t pass the value test.
- Laugh: did I laugh or at least chuckle when I was creating the content? If it was funny to me, chances are it’s at least mildly funny to someone else.
- Learn: did I learn something when I was creating the content? If I didn’t find or create something new, then chances are no one else will get anything new or educational out of it.
- Love: did I love what I have created? If I’m not delighted with what I made, if I feel like it’s average, or I feel like I’m just creating something to hit an arbitrary deadline, I know that it will be less valuable than something I love.
Put your content to this test and see if it passes. If it doesn’t, it’s time to revise and rework it until it passes one of the three criteria. Obviously, if you can hit all three, you’ve got a winner for sure, but even one of the three is a terrific start when most other content is bad.
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Not another dime: a protest that works
Please consider the following:
- Local Governments, Churches, Community Groups, Prominent Business Men And Others Are All Divesting From Big, Corrupt Banks
- Bank customers flee to credit unions
- Massive pile of news results about closing bank accounts
This, ladies and gentlemen, is the protest that works.
This is the protest that actually wakes up the powers that be.
This is the protest that generates results, that generates real change.
It’s the protest that says:
I do not believe in you, therefore I do not do business with you. Not another dime until you change your ways.
You want to change corporate America? Do not do business with companies you don’t believe in. You don’t like X company’s labor practices or wage practices or environmental practices? Don’t buy another thing from them. Find someone else. This is the age when you can Google for nearly everything and probably find 5 alternatives online that are cheaper, better quality, or more environmentally friendly.
You want to change the rule of big banks? Do not lend them your money. Find a local credit union or community bank and bank with them instead. Check out mycreditunion.gov to find one near you, then go close your account with the big bank and do business elsewhere.
You want to change the tone and tenor of Washington politics? Do not give a dime to any candidate running for office, period, because the electoral system is funded by individual donations as well as large companies. You want to make real change happen with your money? Skip the political candidate and donate to the local food pantry instead.
On a big picture level, the ballot box certainly is one of the most powerful tools that a citizen of a country (if they have the right to democratically elect their leadership) has access to. But on a day to day basis, there’s an even more powerful tool: your wallet. Make conscious choices about what you believe in and support those choices with your money. Encourage others to do so as well. You don’t need to convince everyone, just 4-5 friends and colleagues to make similar choices.
When you choose to stop doing business with someone, let them know why. Send them an email. Post it on their facebook page. Write up a blog post. Say to them very publicly and succinctly, with substantiation or citation of the facts you used to make your decision, here is why I am not giving you another dime. Hashtag it #notanotherdime or something like it so that others can see you and join you.
As evidenced by the powerful protests above, it does work.
Disclosure: I’ve been banking with a credit union since 2001. I do not hold investments outside of index funds in any banks.
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Basics before the basics
How many of you remember the classic martial arts movie The Karate Kid? If you’ve never watched it, go find it on the movie rental service of your choice.
Remember how Ralph Macchio’s character Daniel was put through a series of seemingly pointless exercises by his teacher Mr. Miyagi, the most famously quoted being “wax on, wax off”? As humorous as those examples were, they served an important purpose, to teach Daniel about the basics before the basics in the martial arts. Wax on, wax off was a rote drill designed to teach the chudan-uke mid-level block to a punch, and by having him practice it over and over again in the context of a chore, Mr. Miyagi got the motion into Daniel’s muscle memory.
The martial arts in real life are filled with these kinds of exercises, designed to give beginners a strong foundation in the basics before they even start fundamental techniques like basic routines (kata). In my own training, we have conditioning exercises to strengthen key muscle groups, agility exercises, coordination exercises, and so on. Each of these exercises contributes to the base skills needed to make techniques work. These are called the basics before the basics, the raw materials that we fashion building blocks from.
It should be no great stretch of the imagination, then, to envision the basics before the basics of digital marketing. What pre-requisites would you expect of a new employee or a new vendor that would come before even wondering if they know how to use Twitter or Facebook to generate results?
Here’s a short list of some things I might look for, some of the basics before the basics of digital marketing and social media:
1. Is the person a strong writer? Writing is the foundation, the bedrock, of most content creation. Even things like audio or video often rely on a written script in order to deliver maximum impact. Can you communicate ideas clearly? Can you create language that is persuasive? If you can write well, you can apply that skill to nearly every form of content generation.
2. Is the person a good analyst? Given a set of information, a set of data, can they extract something of value, some insight from it? They don’t have to be a Ph.D. in statistics, but they should be able to look at a pile of data, make a chart from it, and at least see if there’s some kind of trend, because that’s the foundation of web and social media metrics.
3. Is the person a good researcher? When posed with a question, can they come up with a solution by any legal means necessary? Can they Google intelligently? Can they put together discrete information sources and find an answer? Can they learn independently, without much guidance or hand holding? The ability to find the right answer and the persistence and willingness to get one is also a foundation skill.
As you can see from this short list, there isn’t a lot that’s needed as the basics before the basics. Like a good boxer, you don’t need a huge toolkit to be effective, but you need to be able to use the tools you have with excellence and consistency.
Those of you who come from an education background should immediately recognize the old cliche of reading, writing, and arithmetic in the three core skills listed above, the basics of the basics. In our quest for the newest shiny objects, we often lose sight of the fundamentals that can make us great, that are pre-requisites for us being great. While it’s great to have the newest, shiniest, most buzzworthy tools and services at our fingertips, it’s ultimately meaningless if we don’t have mastery of the basics to use them.
Side note: the mid-level block is surprisingly difficult to do correctly. In the picture above, from Flickr, if you do it wrong against something like a kick, you get your arm broken. Don’t try martial arts without the supervision of a qualified instructor.
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How to Get Started With Google+ Pages for Business
Announced a couple of days ago, Google+ for Business Pages (henceforth G+BP) are now available. With the rollout, let’s look at a few key points:
1. You can’t circle individuals unless they circle you first. This is a nice change as a consumer, tough on the marketer – it prevents you from mindlessly spam circling the entire network.
2. G+BP Profiles are exactly like every other profile on Google+. Configure it appropriately, provide lots of data about your business, and bonus, you can stuff inbound links into your About section if you want to encourage some clickthrough. If you’ve got behaviors and practices working well for you personally, do more of the same with G+BP.
3. G+BP for local business are bound to your Google Places data. Make sure that’s appropriately configured first.
4. The G+BP is bound to one personal G+ account only. Before you just go off and create it, it’s important to think about who is going to own the business page. Once created, it currently cannot be transferred, delegated, or shared.
5. The G+BP isn’t unique. Businesses can have multiple pages, so your product manager, for example, could run a G+BP just for his or her product line, while someone else runs the corporate brand.
6. For smaller companies and brands, there is no verification process that certifies your G+BP as yours currently. This means that a competitor can in theory create an identical page to yours and there’s not much you can do about it except complain to Google.
Now, let’s talk about building up your G+BP. Here’s the bottom line: in order to keep the experience of Google+ sane for the consumer end user, businesses have a severely limited set of outreach tools. This is a good thing and a smart move by Google to keep misbehavior to a minimum.
One of the few outreach tools available to G+BP owners is the ability to promote your G+BP to the personal owner’s audience. Logically, pick the employee at your company that already has the largest following on Google+ and have them own and promote your G+BP to get your presence jump-started. From there, hit your standard new social network recipe card to build momentum.
What, you didn’t get that card in your social media cookbook? Okay, fine, here’s mine. Return it when you’re done and try not to get cole slaw all over it.
1. Put up all your content first. Have something of value out there, get all the basics in place like photos, etc.
2. Set up a short URL or redirect of some kind that’s memorable, because Google+ doesn’t allow for customized URLs. That will be easier for employees and evangelists to share. For example, I have cspenn.com/g for my page. For the company page, I set up whatcounts.com/gplus.
3. Link up your G+BP on your website using the Badge Maker so that you get the benefit of the rel=publisher tag and make yourself eligible for Google Direct Connect. If there’s going to be a true domain-name style land grab, it will be around Direct Connect, so don’t skip this step.
4. Ask your employee base to promote your G+BP to their networks. This is doubly easy if your employees are using Google+ for Apps, since you can just send an all-system email. If they’re already on Google+, they should circle the company page first.
5. Hit your mailing list! This should be a no-brainer, but it’s amazing how we overlook this part. To get your initial seed momentum going, hit your list.
6. Cross promote on all your other networks. Again, an oft-overlooked no-brainer.
With this short recipe card, you should be able to get off and running with your new Google+ for Business Page(s). Everything that happens after this is up to you.
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