The World’s First Social Media Sniglets
Jun 21st
If you’re a fan of television comedy, you might remember a long-running sketch on “Not Necessarily The News” by Rich Hall called “Sniglets.” Sniglets are words that aren’t in the dictionary, but should be. Here are some examples:
AQUADEXTROUS (ok wuh deks trus) n. The ability to turn the faucet on and off with your toes.
CHEEDLE (che dul) n. The residue left on one’s fingertips after consuming a bag of Cheetos.
SNUGGAGE (snug ij) n. Personal belongings stuffed under the airline seat in front of your or in the overhead compartment.
I always loved that bit and got to thinking that there are a few things on the social web that simply should have words. So I made them up. Here we go.
AVATARGET (ava target) The people you follow on Twitter just because they’re good looking.
CAPTCHAPALOOZA (kap cha pa looza) — The extended event that occurs when you can’t read the damn Captcha security thing over and over and over. Usage: “Sorry I missed our conference call. I was caught in a Captchapalooza.”
EXFOLIATE (ex foal ee ate) A process to un-friend all your ex’s on Facebook.
EXCLAIMY (ex klaymee) Any post or update that has more than three exclamation points. Named for Amy Howell, the Queen of Exclamation. Example of an Exclaimy: “LOL Shoot me RIGHT NOW!!!!!!!!!!!!!!”
G PLUSASAURUS (gee plus asaurus) Any social media dinosaur who still thinks Google Plus is going to kill Facebook. An endangered species.
An example of Instabran
INSTABRAN (insta bran) New photo sharing site which only features pictures of your breakfast cereal
iPANGLISH (eye pang lish) The new language that occurs when you try to type English on to an iPad with auto-correct.
LIBRE NAUSEUM (Lee-brah Naw-zee-um) Weary feeling you get upon learning that yet another social media guru is writing a book.
MARKOLEPSY (mark oh lepsee) The condition that occurs when my blog puts you to sleep.
MOUSE ARREST (mouse arrest) When your spouse limits the amount of time you can spend on social media.
NIT-TWIT (nit twit) Anybody who tweets you with a complicated question like “How should I start my business plan” or “Can you explain social media to me” and expects an answer over Twitter.
PARENTAL PARALYSIS (parentil pa- ral-isis) Hesitating to post on Facebook because your mom and dad have become your Facebook friends.
QUORGASM (kwor gaz em) When you had a really, really, really good time on Quora.
STOP POPS (stawp pawp) The pop-up screens that annoy you about subscribing to a newsletter when you go on to a blog site.
TWACKER — (twa ker) The idiots who hack Twitter and send you these stupid “Somebody is saying something horrible about you” messages.
VOWEL-UPTUOUS (vow up-choo-us) The situation you’re in when it’s your turn on Words With Friends and all you have is vowels. Usage: ”Look at those letter tiles. It’s so vowel-uptuous!”
WEINER BOMB (weener bom) The explosion that happens when you send a public tweet that was supposed to be a private tweet. Named to commemorate former U.S. Representative Anthony Weiner.
And what’s the story behind that photo? I was walking down the street in beautiful New Brunswick, NJ, when this poster promoting the Mexican band Obsesion (roughly translated, this means “obsession”) caught my eye. Wow. Look at those outfits. So I tweeted the photo, exclaiming that I would PAY to be in this band for a week if I got to keep the suit. My new friend Kerry Gorgone complied with this photo-shopped photo that made me laugh so hard I had to share it!
7 social media lies the gurus want you to swallow
Jun 20th
By {grow} Community Member Gregory Pouy
Every time a new marketing “technique” appears, it’s seems like the next revolution. Everything is suddenly going to be easier, faster and cheaper, right? Social media is unfortunately no exception to the rule and there will always be people (often those who claim to be experts or “gurus”) to sell you the newest bells and whistles.
It seems important to me to describe some of the lies that you may confront.
1. The social web is free
Starting around 2006, viral marketing was announced as the end-all be-all to getting a low cost audience. Today we realize that it’s far from reality. When there are more than 100 hours of videos uploaded on YouTube every minute, you’d better ante up.
It’s the same with the social web. Since it is actually free to post items on the web, the shortcut to “free” is easily sold. As you know by now, success on the social web comes at a cost in terms of time and the expense to produce content that gets noticed.
With the flood of attention on Facebook, it is not easy cutting through the Edge Rank formula to get noticed without being ready to open your wallet!
2. We’re going to create a brand community
It’s pretty rare to see an advertiser that isn’t talking about creating a “brand community.” I’m with you – the idea is attractive. Which marketer doesn’t dream of his own community that we can talk with directly — a kind of simplified and low-cost CRM ?
Do you really believe that all brands can create communities just by opening a Facebook page? For many companies, it is a mistake to think so and a waste of money to even try.
Remember that being part of a community means sharing a value system. It is also typically viewed as a way of defining oneself to others.
A much more clever idea would be to attempt to become a part of an existing community by respecting the way they structure themselves, and by learning the rules they use. This changes the way you should act and measure, and it will therefore change how you perceive your actions to be effective or not.
3. You must have a “social web” strategy
How many requests have we all seen for “social web” strategies? I’m considered to be a “social media expert” so I’ll admit I’m part of this whole quagmire. The reality is that there is no such thing as a social media strategy, just like there is no such thing as a digital strategy. There is a communication strategy in which you use an entire set of tools — including digital spaces.
It may not always be necessary to know all of these tools in detail; what is essential to understand is how the social web has affected the way we do business and, in particular, the relationship between the company and its stakeholders (employees, shareholders, suppliers, community members, and customers).
Rather than view social as its own strategic silo, it is best to view this option as part of a fully-integrated into your communication strategy.
4. You’ll get fast results
This is probably one of the worst lies you’ll ever hear but as marketers who are under pressure for short-term financial ROI (read: “what will I get out of this month’s blogger operation?”), the guru’s message of quick results can be seductive.
Success on the social web is neither easy nor quick. It requires embracing marketing basics — research, planning, experimentation, content development, measurement. Does this quick or easy? I didn’t think so.
Of course some actions may have a short-term return on investment but the social web is built mainly on conversations and building relationships that are sustainable.
For short-term results, there are plenty of tools available such as adwords if one is confined to the Web, or using TV spots which are unsurpassed in short-term conversions. And …. NO, increasing one’s Facebook fan base is not a goal. It’s just the beginning of your relationship with your Facebook page and using Facebook for ROI.
5. Just get a Community Manager Intern and you’re good to go!
Community Management is increasingly important … but brands rarely allow an adequate budget for this position.
It is essential that the person who takes the floor for your brand is passionate and knowledgeable, is a gifted communicator, can navigate company politics, knows the industry, knows the company, can answer questions authoritatively, has access to decision makers …. Does this job description make you think of a student who has a Facebook account and has used Twitter once or twice?
Ideally, this person is in-house and should be guided fairly close by a senior person. Moreover, it is a position that takes time to master because you must be present for some period of time to learn the community. Clearly this is not a job for an intern!
6. To be successful on Facebook, you must have a Facebook page
Facebook, the sanctuary social network, seems to be the answer to every marketing question these days. Granted, with its 901 million members, it’s kind of hard to miss.
The question you have to ask yourself is simple: Is it actually possible to be successful and NOT be on Facebook in 2012?
At first glance it seems logical to open a Facebook page and access its community (yep, we came full circle!) but for many brands, a Facebook page is not necessarily relevant and cost-effective because it costs money (buying fans through deals, creating contests and content, purchasing visibility).
If you develop great content (videos, pictures, etc..), it will be shared by users on social networks and will naturally be posted on Facebook even if that isn’t where you originally posted your video/pic of the day. Sometimes it is better to put money into developing content and ensuring the appropriate SEO rather than embarking on a battle for the fans.
I believe the key to social media success is interesting content, wherever it may first start. Simply opening a page on Facebook does not necessarily translate to visibility.
7. There is no ROI on the social web
You’ve probably heard this from a number of sources and yet, why invest if no return can be expected?
As Forrester explains, it is important to understand that ROI is not as simple as “the return on a short-term financial investment” (“does my action lead directly to increased sales?”); you must also consider ROI’s other 3 dimensions:
1. Brand equity (long-term financial)
2. Top of mind (short term – non-financial)
3. Brand image (long term – non-financial).
The real issue is not so much whether there is a return on investment from social media activities but rather how integrating these activities into an overall communication strategy impacts organizational goals holistically.
To conclude briefly, I would hate for you to underestimate the importance of the social web. But you also need to think critically, especially when you hear any of these seven “promises” I’ve discussed. Do not lose your common sense over the fear of being left behind.
Pay attention to what people are trying to sell you. The social web is a set of tools will undoubtedly meet some of your goals if used wisely; nothing more, nothing less.
Do you agree with what I have described here? What do you think?
Gregory Pouy is based in Paris and one of France’s leading marketing bloggers. You can learn more about his work on Slideshare and by following him on Twitter @gregfromparis
The End of Tao as We Know It
Jun 19th
It is with mixed feelings that I’m announcing that the Little Book that Could –The Tao of Twitter – has been pulled off the market and is replaced by an exciting brand new edition (shown above) which is already on sale through Amazon (for mid-July delivery).
The second edition of The Tao of Twitter
So why the mixed feelings? Tao was my first book and was self-published, but the new edition will belong to McGraw-Hill. They are a very good business partner and I’m sure they’ll take good care of my baby but it is a bit sad giving up the freedom, flexibility, and financial benefits of the self-published version.
Why am I doing it? Two reasons. First, I need to stay focused on three things: creating content, college classes, and clients. So anything that doesn’t fit into those categories needs to be “out-sourced” in some way, including the administration and marketing of the book. Frankly I did an embarrassingly poor job of marketing Tao. Kind of like the doctor who is sick all the time. Its success is owed completely to the passionate fans who have read it, loved it, and embarked on a mission to spread the word.
Second, Tao has dominated the Twitter book niche for some time and I felt it was time to take it mainstream and give it some exposure in new distribution channels.
Other than being a successful seller, there is another achievement for this book. I think it lifted the stigma off of self-publishing for many people. Seth Godin, a huge fan of self-publishing, once described the stigma of “not being chosen” by a publisher as a reason more people don’t do it. I think today there are so many opportunities to do your own thing, create something great — and make some money at it — that self-publishing is a great option and I hope the success of Tao gave people confidence to try it.
So today we say good-bye to the little book loved by thousands of people around the world and say hello to a bigger, bolder, badder Tao. Thanks to all of you who have so generously supported and enjoyed this book!
The Art of Opening Social Conversations
Jun 17th
By {grow} Community Member Jennifer Kane
Successful social media engagement is about more than content. It’s also about communication – the ways in which you initiate, nurture and conclude conversations with others about your content.
And yet, this second part of the engagement puzzle rarely gets talked about.
That’s a shame, because it’s the art of communication that can make your social media engagement ultimately flourish or flounder.
“Let me show you to your table.”
In social media, you are much more than the wait staff at your brand’s content buffet – you are also the maitre d’.
It’s your job to not only serve up information for audiences to consume, but also to nurture each person that walks through your virtual door and escort them to the next destination in the sales funnel.
The way you do that is by opening doors in your conversations, wherever possible. For example, the following – while all effective, clear and appropriate responses to something posted in a social channel – are “door closing” statements …
- Thanks for your comment!
- LOL!
- That’s a great suggestion.
- Too true!
- You can find that info on our website.
Each of these responses says, “Yes. I have received your communication transmission, and am responding in kind.”
What they DON’T say is, “What else would you like to talk about?”
It’s as if your clients or customers had called you on the phone to tell you how awesome they thought you were, and you said, “Hey thanks!” and then hung up.
In social media, your audience can’t see that you’re actually still standing there waiting for the next engagement volley. “Thanks!” pretty much says, “We’re done here,” so they move on. In order to get them to stick around, it’s up to you to add cues or prompts to your initial answer to keep the conversation moving forward (now, or in the future).
For example these are door opening comments …
- Thanks for your comment! What’s the link to the post you wrote on this topic?
- LOL! Next time you’re in town, let me know. I’d love to buy you coffee.
- That’s a great suggestion. What else can we do to improve our site?
- Too true. You have such great insights on this. Ever consider guest blogging?
- You can find that info on our website. Are there any questions I could answer for you right now?
What IF I HEAR crickets?
Yes, in some cases, a door opener cue will not receive a reply in return. Not only are audiences not accustomed to companies ever asking them what’s on their minds, many will not have their social channels set up to be notified of additional comments in a conversation thread.
But that’s no reason not to try.
Although the resulting silence may sometimes make you feel like you’re standing on stage, naked in front of a stone-faced audience, the reality is much more benign. In social media, people are used to the fact that sometimes conversations … just …peter … out. The last person standing usually looks more like an empathetic soul with an open ear than a social leper, from which everyone is running away.
Also, just like the maitre d’ doesn’t seat every couple that walks through the door to the finest table in the house, you don’t need to add a door opener cue to every comment you see in your social thread. It should feel and sound natural, and not all exchanges will provide that opportunity.
But it’s good to get into the habit of looking for those openings, and a skill that nearly everyone can stand to practice.
Start by looking at your own social feeds and auditing your interaction to see how often you’ve been closing conversational doors. How might you have continued those conversations? What kinds of questions would feel natural for you to ask and what feels forced?
Then, start to crack open some doors in your social conversations each day.
I can’t promise you that an amazing lead will always walk through them. But, I can promise you some will walk away if you never try.
How are you opening up YOUR conversations?
Jennifer Kane is a social media marketing and digital communications strategist, educator and speaker and Principal of Kane Consulting. You can connect with her on Twitter at @JenKaneCo
Welcome to {grow}
You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark SchaeferFollow Mark
Groups We Believe In
