Posts tagged facebook
How will you be remembered on Facebook?
Feb 12th
Here’s a wonderful guest post from {grow} community member John White — one of my favorite writers on the web!
“Daddy, tell me about Grandpa.”
“I’m reading the paper right now, Johnny. Go look him up on Facebook.”
How long do you think it will be before conversations like that start taking place?
- 2020
- 2050
- 2100
- Never
If you answered #4, you’d better think about it again. Facebook is going to address a big inter-generational question that very few of us have ever been able to answer for our kids.
How will YOU be remembered?
Late in 2005, I started down the path of amateur genealogy with a sheaf of photocopies that my cousin’s mother-in-law had pulled together about our family. For much of the next four years, I sent away to churches, city halls, archives and other authorities around the country, trying to flesh out our family story for the last two or three generations. I pestered relatives near and far with phone calls and e-mail to harvest all their stories about where Uncle Hank spent World War II and who it really was that Grandma Catherine married.
One day, I was taking mental inventory of the heaps of steamship manifests, draft cards, social security index entries and death certificates scattered around my desk. It suddenly occurred to me that genealogy today focuses on satisfying Johnny’s curiosity about Grandpa and all the faithful departed by answering five tired questions:
- “Will you tell me a story about Grandpa?” Family lore is what Johnny wants to hear most. Everybody has at least some sliver of a memory of people from the previous generation, even it it’s as trivial as “I only saw your grandfather once, and he gave me a hug and a dollar.”
- “When was he born and when did he die?” Birth, marriage and death (not to mention divorce, nowadays) are the most important events for social order and line of succession, and their corresponding documents answer this question.
- “Where did he live?” This is a story you tell with county records, steamship manifests, census data and city directories. When you can show Johnny a map of the town in which Grandpa grew up, Grandpa is suddenly less imaginary.
- “What kinds of things did he have?” It’s gratifying for us and for Johnny to hand down an ancestor’s personal possession. When you give him the watch that belonged to Grandpa Benzino, you help him look back down the family tree toward his roots.
- “What did he look like?” We look for family photographs (and recorded audio/video) to keep our heritage intact and hand it down. You can always want more of these, but having a few pictures of Grandpa around the house helps keep him alive to us.
So, up to now, with the old, tired vehicles at our disposal, we’ve been genealogizing about those five old, tired questions, rarely answering a much more interesting question…
“What did Grandpa think?”
Maybe Grandpa kept a diary. Maybe you’re lucky, and he kept it on acid-free paper. Maybe you’re really lucky, and the silverfish haven’t devoured it, the Cossacks haven’t burned it and Grandma didn’t throw it away when she found Gloria Gooseby’s name in it. You can show it to Johnny – read it yourself first – and give him an idea of what Grandpa thought.
If you’re unlucky, then you have no real way of telling Johnny what Grandpa thought. Grandpa remains what most dead grandfathers are: a composite of exaggerated stories, dates on photocopies, old watches and yellowing photos.
Facebook is a new vehicle that will soon be able to answer a much more interesting question.
A generation or two from now, Facebook will be able to tell people what Grandpa thought. Your kids will be able to show your grandchildren your profile when they ask about you.
You’re already recording family history on Facebook
You’re putting up photos and content about yourself and your kids right now. If Facebook is around long enough, your kids will post comments and photos of their kids. The rich media that we preserve today will overtake the steamship manifests, birth certificates and draft notices that are the stuff of today’s family stories.
What’s more, your posts, groups, connections, comments and interests will be up there. Your grandchildren will have perspectives on your life that today’s genealogists can only dream of conveying. Instead of behaving yourself on Facebook because potential employers, spouses and the IRS can read about you there, maybe you’ll behave yourself because your grandchildren will be able to read about you there.
Mind you, not all researchers think Facebook has much of a role to play in genealogy, mostly because Facebook is evolving so quickly. And Facebook has been protecting its family history turf, mostly in the name of sticking up for its app developers. Still, the Library of Congress is already archiving all tweets since 2006, and Facebook will come up with a similar long-run play eventually. As long as Facebook is taking a swing at LinkedIn, it will almost certainly take one at genealogy as well.
“Wow. Grandpa rocked.”
Instead of saying, “Gee, Grandpa’s birth certificate shows he was only five and a half pounds,” your grandkids will say: “Look at this comment and photo Grandpa posted the day Mom was born. He was really funny.”
Instead of saying, “My grandpa was awarded a medal when he was in the army and he gave it to me,” they’ll say, “Here’s a video Grandpa posted just before he came home from the army. He lost three buddies in a year and was sick about it.”
Let me know in the comments what role you think Facebook will play in telling your family’s story someday. Meanwhile, get ready to put down the paper and show Johnny how Grandpa rocked.
John White of venTAJA Marketing is a marketing communications writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s dirty work, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Marketing Communications Writer.”
The power shift on the social web: What does it mean to you?
May 4th
Remember when we used to say that “people” are the power behind the social web? Can we can honestly claim that any more? The social web has rapidly become just another a mass-marketing channel like TV or magazines, dominated by the mega-brands.
Think about the videos going viral these days. What was the biggest hit of the year? The Nike Tiger ad, a bizarre production certainly aimed at the viral potential of the Internet more than any paid TV opportunity. In fact eight of the top 10 most-viewed You Tube videos of 2009 were professionally-produced:
- Evian roller babies (see above to view)
- New Moon movie trailer
- Wedding entrance dance
- David after dentist
- Britain’s Got Talent – Susan Boyle
- through 10 – professional music videos
And all of the Top 10 Facebook pages belong to big names:
- Texas Hold ‘em Poker
- Mafia Wars
- Michael Jackson
- Barack Obama
- Vin Diesel (Vin Diesel???)
- Starbucks
- Lady Gaga
- Twilight
- Coca-Cola
- Skittles
Remember that just a few years ago, there were few, if any, corporate videos on YouTube and Facebook was a hang-out for college students. This commerical development is not surprising. If there is a way for money to be made, companies will find a way to exploit it. Capitalism at work. So what are the implications for small businesses trying to carve a niche? Is it too crowded? Is it too late?
No, I don’t think so. There are plenty of social media marketing opportunities for the savvy small business professional, even with the brand titans bringing their game:
Think local. All marketing is local. Can your small business still have an impact on the social web? Absolutely. I’m working with a marketing manager for a very successful regional chain of restaurants. One restaurant already has 5,000 Facebook fans. I think that’s pretty impressive. If you’re providing meaningful connections with your local crowd of customers, who cares if Evian babies rule the web?
Raising the bar. Not long ago, grainy home videos dominated YouTube. Just about anybody, at any time, had a chance of going viral. The novelty of the social web has passed and expectations for quality are increasing. If you hope to compete for attention on the national or international level, bring lots of money. But I believe that even on a local level the bar has been raised and there is an increasing expectation for quality … maybe not along the lines of the Evian babies, but an expectation for something entertaining nonetheless. To stand out, you’re going to have to provide remarkable content.
Importance of Twitter. Twitter isn’t flashy. It rewards real connection and conversation, something monolithic companies typically don’t do well. I have a small business but have more followers than Pringles (one of 2009′s Top 10 Facebook pages). I think there’s a message there. My hypothesis: Of the major platforms, Twitter may actually favor the local small business owner. How can you leverage this powerful tool on a local level?
Keeping it real. Unless you are going to simply “buy” fans with coupons and discounts, you need to let your personality shine through. Coca Cola, probably the best-known consumer product in the world, is doing a great job at this. They feature their Facebook personalities right on their front page and each tweet is attributed to an author. Of course Scott Monty is a recognizable social media personality for Ford Motor company. Still, these are exceptions among the big brands. Real people and small business owners can normally have an advantage connecting with their local clients.
Watch and learn. The big guys are spending millions to fine-tune their social web offerings. Learn from them. What are they doing to be successful and how can you capture that success on a local level? What methods are they using to engage and reward their customers? What channels do they employ and why? What devices like online games and contests could be used in your business?
While the future of mainstream social media ultimately belongs to the behemoths, I do believe there are opportunities for small business success. Do you agree?
Facebook —Wake up! You’re a business, now act like one!
Dec 11th

Neicole Crepeau is among the smartest bloggers on my social media radar. Imagine my surprise when out of the blue she sent me this email: “Your blog made me think about some things and I’ve written an article for you. Here it is.” Isn’t that cool? So I get to take the day off and we can all enjoy Neicole’s unique perspective today …
Mark’s post Does the social web primarily benefit service companies? discussed some of the obstacles to greater use of B2B social media marketing, particularly by small and medium businesses. As he points out, businesses must do a better job of integrating social media into their overall marketing strategy. However, there is an even bigger obstacle to an expansion of business use of the social web, and it is in the networks themselves.
Wake up, Facebook, Twitter, YouTube, and even LinkedIn. You might have started as a lark, a side-project done just for fun. Now, you’re a business. But you’re not acting like one.
These popular social networks have failed to recognize where their bread and butter is going to come from. Even YouTube, under Google, continues to focus on ads as its potential source of income. It has yet to make that work. Chances are, that model will never be successful enough to turn the profit they need.
I see a clear evolution of social networks, as outlined in my video and blog post of December 8th. It begins with a great idea, like micro-blogging or connecting friends via status updates. That draws an initial, small set of users. The customer base expands as the social network transforms and improves.
But end-users won’t pay for these services—not enough, at least. The social networks now need to look to the corporate world to make a profit. Remember, you have two customers, guys:
- End-users
- Business users
You’ve correctly focused on building a great tool for end-users, and you need to keep doing that. However, you also need to recognize that business users are an equally important customer. Now, go focus just as fervently on them!
Google built a great search solution that end-users love—but weren’t going to pay for. They turned to innovative corporate solutions and found a goldmine. Facebook, Twitter, YouTube, and LinkedIn need to do the same. But NOT through the same tired technique of ad serving.
These companies need to take a page from the marketing 101 handbook and listen to their customers — business customers — and find innovative solutions for them. What do businesses want to do via your site? Marketing … maybe customer support? What do they need in order to do that successfully? Ways to engage and maintain contact with consumers? The ability to find/target the right consumers? Mechanisms to track and measure their engagement and ROI over time?
They are your customers. Solve their problems. Make money.
Look at Ikea’s photo-tagging campaign on Facebook. There’s a creative new revenue stream. How can you make that method available to lots of businesses, with a low barrier of entry/use? How can you monetize it? Could YouTube do something similar, by making it possible for businesses to find and tag their products in user-supplied videos? Or make it beneficial for users themselves to do product placements in their videos. Businesses would love to promote those user-created placements!
When social networks treat the corporate world as a key customer, the innovation will really start that will drive businesses to the social web in droves and drive profitable new business models from themselves.
Neicole Crepeau is a 25-year veteran of the tech industry, with experience in technical writing, usability testing, user experience/interaction design, website design, and product management. Her outstanding blog can be found at http://nmc.itdevworks.com/
B2B’s biggest social media screw-ups
Nov 3rd
While the case for social media as a marketing channel is compelling for consumer products companies, I’ve been particularly interested in how it is being used … or not … by mainstream industrials. Earlier this year I assessed the social media presence of most of the major Fortune 500 B2B giants looking for case studies.
I found some great examples, but for fun, I’ve decided to start out with the WORST companies I found out there. With few exceptions, major industrial companies are not utilizing – and in many cases ignoring — social media as a stakeholder connection point. A few fun facts:
- Number of Top 25 B2B companies with more Twitter followers than me (None)
- Worst B2B corporate Twitter-er (by far) — DuPont. An example: “Back off weeds! 4 new herbicides are coming to get you …”
- Most popular corporate social media platform: Facebook
- Percent of companies with either Facebook or MySpace pages: 75%
- Percentage with both: 25%
- Most popular use of social media: A place to post press releases
With no further delay, let’s take a look at the Top Five biggest B2B social media screw-ups.
5. 3M Corporation – I love 3M. I’ve always cherished their heritage of innovation and product development. If any company in America could take advantage of the awesome power of global community it should be 3M. Where are you guys? We need you out here.
4. General Dynamics — There is a not-very-good techno rock band called General Dynamics who dominates the social media bandwidth. That’s a problem for a Fortune 100 company with the same name. This is the time for the company to flex some legal muscle and tell them they were there first! In the corporate world, this ID theft is tantamount to a porn starlet naming herself “Pepsi.” You have to take action on this, General Dynamics! Go kick some techno butt!
3. Oracle Corporation – You would expect an ego-laden company like Oracle to be sucking up the social media space, but not so. The Twitter account is exclusively a press release machine and their other sites are ill-attended placeholders. Larry, look at what SAP is doing with social media. Work it baby.
2. Johnson Controls — This Fortune 50 titan has had their name usurped on Facebook by a bunch of disgruntled employees. An example of social media gone very wrong when you’re asleep at the wheel.
1. Dow Chemical Company. The pinnacle of social media mayhem. The first search result for Dow on Twitter is called “spillspill” and the largest company-related Facebook page is called Fuck Chemical Valley and Fuck Dow (42 members). The MySpace presence has also been hijacked, complete with fake logos, fake employees and a mission statement that includes: “minimizing damage by angry citizens who have been affected by our pollution through legal suits and PR campaigns, making sure scientists who find our products to be dangerously toxic are not allowed to publish.” Dow has a proud history of PR fubars. The legacy continues.
Disclosure: My ex-wife had family ties to the chemical industry. While clinical tests have shown she is toxic to humans, she is not associated with the Fuck Dow campaign.






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 Schaefer








