The business of building social media rockstars

One of the most common problems organizations face is the social media rockstar. Now, you may say, hold on there – a social media rockstar is a good thing! It gets our brand visibility, it gets conversation going, it gives a public face to the organization. All of these are good things, important things, but the problem isn’t the person. The problem is the structure. A social media rockstar by default is a single point of failure, a shatter point that, if it breaks for any reason, breaks a whole bunch of things.

The most common problem is that your rockstar leaves and represents another organization, potentially even a competitor in places where non-compete agreements are unenforceable. It’s not just leaving, though – lots of different, complex, difficult situations can arise where you lose a visible personality in an organization.

So how do you deal with this situation? Some organizations just bury their heads in the sand and make blanket decrees that employees shouldn’t go out and be rockstars. I’d like to think that the ideal solution is one that’s an actual employee benefit: increase the number of rockstars you have until you have a full bench. Rather than just a star quarterback, have a star team.

Be in the business of building rockstars.

There are countless recipes for building the social media authority of individuals. The simplest, lowest overhead recipe that works is what I call the rule of 5.

Find 5 things a day to share, only 1 of which should be related to your company, and suggest that employees share those things. You can do this with a variety of tools; one of the easiest is Buffer, which not only lets you schedule social media updates across social networks but also gives you relevant suggestions for content.

Buffer

Find 5 people a day to follow, ideally in the topic area that your company is a part of, on each social network. Tools like Klout are a decent starting place for the individual employee to work with, particularly if they are not super socially savvy.

Read 5 relevant articles, blog posts, or news items a day that increase your knowledge of your space and industry, whether or not you share them, so that when you do engage in social conversations with other people, you’re well-read and well-informed.

That’s it. That’s the simple recipe to teach to employees to get them started on an upward social media trajectory. Start to finish, it will probably take between 30 and 60 minutes a day; you can make the process more efficient by curating recommendations for your employees in all three categories so that they don’t have to do the digging themselves. If you provided all of the data above to employees, the process could take as little as 15 minutes a day.

Build up your staff to grow as many rockstars as possible!


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Why Facebook’s Emotional Testing Isn’t Just A/B Testing

etymology_of_ethics_-_Google_Search

Much ink has rightly been spilled about the revelation that Facebook wanted to judge whether emotional states were affected and contagious in their most recent research on 600,000+ people. You can read more of the details here.

On social media, reactions have been mixed, from people calling it an outrage to people saying, “What’s the big deal, it’s just A/B testing, get over it”. This latter point is one worth digging into. A/B testing normally is used to optimize conversions and provide a way of understanding how your content performs. What’s different about what Facebook was doing deals more with professional ethics in research. As both Tom Webster and I have pointed out, many organizations in the research space have codes of ethics that give researchers guidelines about what they should and should not do. Here’s one from AAPOR, the American Association of Public Opinion Researchers, from section I A:

1. We shall avoid practices or methods that may harm, endanger, humiliate, or seriously mislead survey respondents or prospective respondents.

2. We shall respect respondents’ desires, when expressed, not to answer specific survey questions or provide other information to the researcher. We shall be responsive to their questions about how their contact information was secured.

3. Participation in surveys and other forms of public opinion research is voluntary, except for the decennial census and a few other government surveys as specified by law. We shall provide all persons selected for inclusion with a description of the research study sufficient to permit them to make an informed and free decision about their participation. We shall make no false or misleading claims as to a study’s sponsorship or purpose, and we shall provide truthful answers to direct questions about the research. If disclosure could substantially bias responses or endanger interviewers, it is sufficient to indicate that some information cannot be revealed or will not be revealed until the study is concluded.

Where Facebook fell down is on points 1 and 3. On point 3, yes, the Terms of Service permit them to legally do anything they want to their data and their users, but there’s a difference between implied consent buried in the Terms of Service and informed participation in a research study. All Facebook had to do would have been to put up a little header at the top of the News Feed to say, “Facebook would like you to participate in an emotional research study (click here for details), are you willing to participate? If so, click the Like button on this banner.”

The biggest part where Facebook fell down was on point 1. The difference between A/B testing the conversion rate of your website and intentionally altering peoples’ emotions positively or negatively is the impact of the potential outcome. If I succeed in manipulating your behavior to get you to buy X% more stuff, there’s moderate to low risk of me causing serious permanent harm to your life beyond financial impact. If I succeed in manipulating your emotions to make you sad and depressed, there’s a certain percentage of people – small, but non-zero – who will amplify that to the extreme of harming themselves or others.

That’s the difference between regular A/B testing and what Facebook’s experiment did wrong. I would wager a class action lawsuit will be on its way in no short order, and it’s deserved for an ethics violation that has had realistic potential to cause serious harm to participants of the study.


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Your social media insurance policy

Facebook is making life increasingly pay-to-play for marketers.
Google+ rolls out ads.
Twitter adds promoted accounts to the timeline.
LinkedIn rolls out sponsored posts.
Instagram rolls out ads.
Pinterest rolls out promoted pins.

Seeing a trend here? You should be. The social networks, having acquired their audiences, are now seeking to monetize their audiences, and if you don’t have wheelbarrows full of money to bring to the table, your seat at the table will be given to someone else who does. That’s life, and that’s entirely within their rights.

Repeat this maxim frequently: You own nothing in social media.

That Facebook Page? That Twitter profile? That Google+ account? You own none of it. Zero. Nada. These services are not public utilities. They are not endowed rights. They are private companies that provide fallible, owned services to us and in most cases, they do so at little cost to us. As such they can vanish at any time, temporarily or permanently, and we have little to no recourse. All of the hours and money you’ve invested in that Page, profile, or account can evaporate instantly. Ask anyone who dumped $50,000 into their MySpace profile how they feel about it now.

If all of the recent changes are making you feel uncomfortable about your social media future, I will suggest this very basic advice: you need a social media insurance policy. You need something that will future-proof you, that will provide you connectivity to your audience in case of failure, or worse, in case your favorite social network becomes too successful for you. That social media insurance policy is your email list. Start building an email list now from your social media audience. Encourage your followers / friends / fans / connections to sign up for your mailing list and then send them reminders via email of why you’re connected with them.

When the day comes that your favorite social media service sunsets, kicks you off, prices you out of the game, or just flat out fails at a mission critical time, you can take comfort in being able to hit the send button and circumvent the social system failure.

Buffer

Put a reminder on your calendar to ask every week, once a week, for your various audiences to subscribe to your mailing list. Give them good reason to by publishing an interesting email to them, but start building your email list as a social media insurance policy today. It’s the only thing you truly own, it’s the only thing that will help you stay in touch as you join new networks, and it’s the only thing that will let you get back in touch with your fans once your favorite social network decides you’re not wealthy enough for it any more.


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