For the last year or so there was a lot of hype surrounding the use of social networks from a marketing and public relations perspective. Then came the question of ROI on Social Media.

Look at how far we’ve come…

I am happy to say that in the world of online interaction… we are moving on.

Over the last year we have figured out to engage, track and leverage social networks as a piece of our organizations marketing and PR efforts. Now that we’ve done that…What’s next, you say?

The Internet is leaving the computer at home. We are taking the internet with us everyday on our blackberry, iphones, droids etc.

We are able to access information on the web from virtually every place on earth, no pun intended…(it’s not virtual, it’s real…)

The Future is in the palm of your hand..in the form of a mobile phone/device…

One day soon, my blackberry will ping me when the dryer is done and my refrigerator will send me a message when it is time to buy more Dr. Pepper after sensing that the refrigerator is low on soda.

When thinking about the next use of mobile devices what do you imagine? I think appliances, cars and tv’s will the the first things to ‘communicate’ with my mobile phone… what do you think?

I believe we are also going to watch our mobile devices become our keys, phones & wallets combined…

Mobile is the pre-cursur to the Semantic Web..or the Personal Web…the cloud?, er  3.0….ohh no…here we go again…

The Future Internet – Web 3.0: http://www.youtube.com/watch?v=off08As3siM

When there is a mission involved people are more likely to share and care…

My mission is to share with you information and opinions from other people that influence me. I believe that if I can share their passions I can help create a more positive influence in the lives of those around me.

“If you get it, share it” sorta‘ thing…

Here’s a look inside my friends and heroes and while some may not know this firsthand, I admire and learn from you and get my daily dose of humor from you:

These are professionals, leaders, comedians, photographers, teachers, in no particular order:

Tripp, in Living the Truth, your demeanor and outlook always remind me of something larger than myself. Tripp sums a lot of my unwanted anxiety when he writes, “My stress and my worries are often slightly out of perspective.”

Jake: The future is safe with you teaching the next generation of leaders.

Lackeyman, you had the guts to change your major, pursue your dreams and turn your passion for photography, video and allthings multimedia into your life’s work.

Rob, you continually push the envelope with your comedy and your writing.

Geoff, you are a true social believer in social media for social good. I continue to learn the importance of putting the team before the individual- something I believe in and understand the challenge it has become in public relations.

Jonathan, I admire your entrepreneurial spirit.

Meghan: You have an opportunity to influence the direction of the US Army‘s future social media policy and how we learn and communicate with soldiers and their families and all American’s via these new mediums.

Mike: You rocked the DC Improv- keep making jokes.

The past few weeks have been alive with inspiration and hope for me. I am working on blog post which I hope to share sooner than later that involves an editorial calendar and the best way I can convey what this blog is supposed to be about.

I’ve got my mission.

I’ve got my outline.

Stay tuned…

For those who think facebook is the extent of your online persona – think again. We are entering a new era and those migrating into social networks are quickly learning how to communicate online.

I like the idea that we are collectively learning and brainstorming how to use social media. Do you think it is a learned skill…?

In Here Comes Everybody: The Power of Organizing Without Organizations, Clay Shirky discusses the mass amateurization that comes with social media and what “happens when people are given the tools to do things together, without needing traditional organizational structures.”

So, are you ready to dive in?

S is for Social

Social Media has given individuals an online platform to facilitate the sharing of information. We share ideas, songs, powerpoints- you name it, you can find opinions and ideas about that topic online and this information is now within your social network.

O is for Openness

The social web encourages transparency. There is no way to hide what you say online, everything is searchable and archived. The Freedom of Information age is upon us.

U is for Ubiquitos

Access will be mobile, allowing for constant interacting among individuals through virtual, online portals.

P is for Privacy

The internet and the information being gathered by google, facebook, linkedin, gist and twitter is a gold mine for marketers who want to anticipate our next move and find creative uses of GPS enabled location-tracking devices, like cell phones. When and where I’ll be hungry is a great place for a sidewalk lunch-special sign, isnt it?

What does all this lead to?

Well, it leads to the to optimization of the optimizer or a place where machines can analyze all the data on the Web, and computers behave like personal assistants and ultimately can respond to my questions and recommend my likes and dislikes based upon our prior behavior.

What is your next move online?

-Mike

www.MikeToner.com

Social Media is about engagement, right?

Yes, but maybe you started off with social media the way I did; quietly listening while learning the ropes, lurking and not really being social at all!

In fact, my first tweet was on October, 26th 2007. Great, except- I sent 15 tweets in the first month and not one was an @ message! I wasn’t talking to anyone… I wasn’t there yet.

Today, I am somewhere between participation and relationship building with regards to social media. I’ve made the mind shift from 1-way to 2-way, although I sometimes find myself reverting back to my old 1-way ways.

This almost implies tuning out a little, doesn’t it?

In order to concentrate on providing value, I may need to block out some of the noise. Perhaps stepping out of the echo chamber will allow me to focus on the task at hand. A Tim Ferriss’esque idea -no doubt.

During my own adoption of social media, I focused heavily on reading and listening, so much so- that this has become a comfort zone for me to run back to. Recently, I have stopped reading my google reader everyday. Instead, I am going to do some thinking of my own and stop relying on old meme’s to create new content.

I hope that by eliminating distractions I will be able to provide quality information and value to my network.

Where are you on the social media curve?

-MikeToner

www.MikeToner.com

Sometimes a case of writers block takes a change of scenery, a new journal and a nice pen to get my thoughts and ideas onto the paper.

As you may have noticed, I write with a rational, cause-and-effect tone. This is me, this is how I write, but often I get stuck in this cause and effect mindset.

It makes sense- we all find a way to do thing things we’re good at. We all like to practice the things we enjoy and we continually do the things which we know we can complete, right?

“Practice means to perform, over and over again in the face of all obstacles, some act of vision, of faith, of desire. Practice is a means of inviting the perfection desired.”- Martha Graham

So, I’m gonna step out of my comfort zone and start practicing the hard things.

Writing with emotion is hard for me.

College students about to enter the workforce during these weak economic times have an opportunity to control what their potential employers will know and need to know about them- at least more than a paper resume could ever show. It wasn’t so long ago that I was applying for my job and I relied predominately on a piece of 8 1/2 x 11 1/2 piece of paper.

I crammed as much text as possible onto that resume. My reputation lay in the hands of the information I presented here and maybe the three individuals I list at the bottom as references.

If Barrack Obama taught us anything over the course of his campaign it was how influential an online resume can be. He built an online network unlike any other and used it to supplement his traditional campaign.

In the end, he used social media to get the job, so-to-speak.

The blending of real world networking and online social networking can be the difference between getting your first interview and getting your first job.

For the seniors in college, I encourage you to think about hard your facebook profile and yes, delete pictures that put your reputation in question. Share your life online, share your experiences, but share wisely.

Your employers will google you.

Those results are your new resume.

This is a follow up to my thoughts from Monday’s post on customer service.

I believe that every conversation with a potential customer is a representation of the larger organization; you are now acting as the company. In the same way, every performance for a stage actor is a representation of the way the playwright intended the script to be performed, mostly a larger depiction of reality.

Now lets take customer service as a new character role:

Service Provider: Not always seen as a hero, SP is the complicated antagonist of the play. After generations of observing good service he or she uses their experience, along with the desire to help to increase the position as a service provider. He or she is often forced to depend on the kindness of their customers.

On the flip side, it’s often difficult to recognize good customer service and even harder to BE A good customer. Yes, that’s right, as the customer you must be willing to listen and be receptive to the service offered to you.

Customer: Often not ready for a new process or sequence and can be easily caught off guard. During his or her ‘demanding moments,’ customer is at their worst. In contrast, the quieter times seem good and this leading character will willingly engage in an interchange of questions and answers with SP.

As an audience member, there are certain rules or etiquettes that should be followed by all parties involved. As with theatre, there is an expectation that the show will be professional.

Do you recognize good customer service? Moreover, are you good at being a customer?

What characteristics does each portray?

Photo by: Tabbi Kat

As I headed to the Kennedy Center last night for a show, I began thinking about the preparation involved in stage production and what an immense undertaking it is. The behind the scenes work takes months to produce a seemingly effortless result; the performance.

I was always taught that the trick to acting is to make each performance seem like the first time. To make each word and motion authentic to the moment, current and un-contrived.

I believe the same idea applies to real life and to business, especially from a customer service standpoint. Each interaction with a customer or client should feel real, not a canned corporate answer and definitely should not sound like a rehearsed script.

No matter the interaction, act as though you are the only personal contact that the customer has with your company. Be prepared and behave as though the entire company’s image depends on you.

More on this tomorrow…

Photo by: Beck Exposed

Yesterday I had an opportunity to speak to a group of graduate students earning their degree in Strategic Public Relations at George Washington University. I focused primarily on the Social Media Press Release and what steps they can take as PR professionals to create shareable, interactive news releases.

Here are two questions from the class:

My Answer:

Sure, if you felt it would be well received you could include an SMPR as an HTML document in the body of an email; however, each journalist or blogger will vary on how they prefer to receive press releases.

What’s your answer?

How would you think organizations should email SMPR formatted news? In an email, a link…?

Question #2

My Answer:

I am not sure how many journalists or bloggers are publishing the full text press release to begin with? Of course there are certain news sites have automated, full text postings of the press release in which the SMPR may or not be retained, depending on technical limitations of the news site. In general, I would venture to say that the SMPR does not lend itself to full text re-posting, but rather- it seems to lend itself to well-reasoned and well informed reporting, thus encouraging the journalist or blogger to use the facts presented to craft their story.

Please feel free to leave some comments and help answer the questions from these students.

Truth is what we make it out to be. If social networks wish to be truly social, then we should stop talking about them and make them what, [I mean really create and make out-of social networks] what we want them to be; make our own reality. Most folks know what a real conversation looks like. I say, why don’t we start making online networks focused on the people, the conversation and the knowledge that can be shared among those with similar interests? There are many social networks, each with their own personality and each with a level of community involvement that mimics the real world and just as in the real world, the relationships rely on the community involvement.

Twitter may be the easiest case study: Twitter has undoubtedly brought like-minded individuals together. Folks who “get” twitter “get twitter.” Period. The microblogging network has and will continue to grow, but its users will peak. And Yes, I agree that twitter’s cool but anyone who thinks twitter will reach the same number of users as Facebook is mistaken. Twitter represents a deeper involvement in the online world, it is often referred to as ultra-connected, the same way people view Blackberry’s and refuse to get one.

I hope to honestly engage with all communities I’m involved in, in real life and online.

Social Networking: It happens to be- what you make of it.