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Aug 16 2010

The Six Pillars of Online Reputation and Brand Management

  1. googling will make you go blind, cartoonLegitimacy
  2. Currency
  3. Documenting Work
  4. Interactive References
  5. Hooked into Communities
  6. Know What Google Knows

Social Media might be a buzz word, but one thing it is not is a get rich quick scheme. Those trying to use it as such are quickly dropped, unfollowed and unfriended. So what makes up a good social profile?

1. Legitimacy only comes from continuous participation and conversations. Yes, you can drive a ton of connections on LinkedIN, and you might even get a bunch of people to "trade" recommendations with/for you. But the legitimacy comes from ongoing participation and contribution. It cannot be faked. And this is a good thing.

2. Currency. What have you created, written, managed lately. Most people don't want to hear about "back in the early days." Everything is about now, here, and this moment in history. And watch for the question, "And what was your actual contribution on this project." Cause Sr. titles and uber-cool monnikers are only good for identifying you not bringing any currency to the discussion.

3. Documenting Work is the process of building process. While you were doing all this cool work, were you also putting process into place? At Dell process was valued over people. I'm not saying that's a good thing, but I did come out of my two years there with a healthy "process mind." And I don't think you can build business without it. If you can't scale here in the US with a local team you have no chance of scaling in Latin America or India. Process is king when talking about execution and content.

4. Interactive References go hand in hand with currency, but they are a little different. So you've got some friends and followers. And you have a few good references on LinkedIN who have actually worked with you. Now what? Pay attention to the people you have done "interactive" work with. Make sure you keep the contacts warm. And even better, make sure you offer to support them often and long before you need their support. When you need the job reference, it's too late to ask for one.

5. Hooked Into Communities equals participation. Where do you belong? Where do you comment, where do you write? (You do write, don't you?) In the same way you cannot build a LinkedIN profile over night, you cannot build a history of content and social participation over night. You have to start now. And if you don't blog, or comment, or participate,  you'd better be prepared for me to ask why. And if you have nothing to say, well, maybe you should go into a different line of business. The "interactive" part of interactive media is being online and communicating your voice.

6. Know What Google Knows about you. This final law should be a weekly activity. The expression "Google Yourself" may sound funny, but if you don't know what the web is saying about you, you might be missing some opportunities and perhaps even some barbs. I have a Google Alert set to email me a link anytime it comes across my name or my unique Twitter ID. And if I control the top 50 listings about myself in Google, my detractors are going to have a hard time putting up anything of value to degrade or contradict me.

@jmacofearth
permalink: http://bit.ly/six_pillars

A few other winners:

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Aug 06 2010

The Rising Cost of Online Social Media Influence & The Value of a "Social Influencer"

Category: social media,tech opinionjmacofearth @ 6:36 pm

So much for everything social being free. Yes you can create your Facebook page, your Facebook Fan page and even a nice twitter background that reflects your business, but the buck doesn't stop there, it begins there. Businesses hoping for the cheap way into social media and online influence, should take a look at Dell's success. Much has been made of the Dell Factory Outlet and Twitter huge successes, and consequently there are a lot of businesses with twitter accounts who have no idea about how to tweet.

In this age of user-generated content and blogs the sphere of influence is much more complex. The successful plan takes a look at the entire online content generation process and identifies where their participation can be profitable. At the end of the day we are all looking to reduce the costs of entering this social system and increasing sales and profits.

(chart) The growing cost of online influence

So by all means get out there and get involved. Even the smallest trickle of interest at the bottom of this chart can result in payoffs further up the food chain. And the next time a marketing talks about creating a viral campaign for you, fire them.

Addressing the complex matrix above is hard work. That's where "social media strategists" come into play. Dell did not become a social media force overnight. The calculated growth of their online response team has proven it's ROI many times over. That's why Dell is now being lauded for their social success. Get out there, but go with a guide who has done it before. Going it alone is risky, and could actually backfire. But even a disastrous Facebook campaign or vacant online "community" site can be resurrected.

Your goals should involve social influence. You can buy content, you can buy placement for advertising, but you'd be better off hiring real writers and letting them do what they do best. Get on the Cluetrain and communicate. Open the kimono and let your "social influencers" work their magic. And one of them might be able to pull a viral rabbit out of their hat, but it takes time and effort. And mostly the magic happens as a result of the hard work. The viral nature of content is magic, you can't bottle it, count on it. But you can aspire towards it.

@jmacofearth
permalink: http://bit.ly/social_influencer

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Jul 16 2010

Looking Into The Mirror: What You Blog About & What You Don't Blog About

what does your social stream tell about your state of mind?

Writing about stuff is not always easy. Each time I run into difficult times, and I do, I have to make judgement calls about what to write about and what to keep to myself. And if I'm really deep in it, I can't think of anything to write about at all. Because I'm not writing just to put my badge on my sleeve, my goal is to impart some ideas that spark ideas in the readers. And if what I am *in* at the moment is deep and dark, it's hard to figure out where to draw the line.

What is confessional? What is cathartic, but perhaps not illustrative to anyone but me? What does anyone care about, that I have a perspective on? And how do I keep my private life out of my writing when my private life is overwhelming?

For the most part I have worked to keep a fairly clean line between my blogging and the rest of my life. That's not to say that my constant writing has not put a strain on my personal life. (Any other bloggers and social media writers feeling the heat of that one?) But I often attempt to weave the daily lessons into posts that don't refer to specific names and places, but can be used to understand a difficult passage in my professional life.

An example of when the anger and the sword of *truth* shown ignorantly bright was when I was part of Dell's large RIF (reduction in force), soon after the economic numbers of 08 began to get really gloomy. My group, Dell Global Online, was compressed by over 50%. And while I tried to remain positive about the situation, the anger from my Dell departure manifested itself in a series of scathing posts, that I believed to be both truthful and illustrative. And most of all I wanted to get the truth out there. At least that was my conviction. But convictions ain't necessarily so.

Over time, I came to see that my obsession with Dell, and Dell's mistakes, was blinding me to more important issues in my life and my growth. I did work to keep a balanced flow of writing, but things that Dell would do, kept triggering not only my ire, but my self-proclaimed rapier of justice and "doing better."

I have to admit I was grinding my rapier at the expense of my own progress and letting go.

I would chuckle each time I would come up with some witty way to give it to "the man" with broad strokes. At one point, I even alluded to burning the bridge in defiance. Wow. (And "Yikes!")

These posts are mostly resting quietly offline in the "drafts" folder at this time. And it's not that any of them are wrong. Or that my observations were not accurate and illustrative. Perhaps they were. But my angle of repose was one of vindication. And I was not vindicated, I was let go. I was mad. I was confused. I was defiant.

In the same way, I don't write about my relationship or my kids. You can find a lot about me and them on my Facebook page, for what that's worth, but as I struggle with things less social media/leadership/technology related, I keep them offline.

So what is reflected back from the blank page that is a blog? And what do we leave to the handwritten journals, that may become songs, or poems, or observations for a future sharing? It's an interesting boundary.

It's not like I have any illusions that you couldn't find out a lot about my life, love, kids and struggles using Google alone. But for the most part, visitors here, to Uber.la are "first time readers" who were brought in by a search engine topic or a tweet/retweet about a specific post. And for those readers, I am probably going to get 1 – 2 minutes if they don't bounce in the first 10 seconds. And my belief is that I should try and impart something direct and simple in that short amount of time.

With rapier wit if possible, but not at the expense of others. That too is a goal and an ambition.

@jmacofearth
permalink: http://bit.ly/wit-conviction

The "ON" Leadership tab offers some more posts of this type.

A few more illustrative posts (in my opinion):

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Dec 14 2009

Capture and Share Your Experience to Become a Leader: the Blogging Path

Category: career,social media,tech opinionjmacofearth @ 6:47 pm

mountain pathNobody is going to share or care about you in the social verse unless you are expressing yourself.

"Do I need to start blogging?" I am asked frequently.

"I don't know," I say. "Do you think I'm going to dig into your Facebook posts or Twitter history to see what you are interested in?"

The barriers to entry are low. Free services are plentiful and make it easy to look good. Heck they even do the search optimization for you if you hook up the right plug-in.

The path to blog relevance is long. But it IS a path you cannot afford to ignore. If you are already SET in your life and career (Mr. Jobs, Mr. Dell, Mr. Trump) then perhaps the view from your mountain top is already complete. For the majority of us who are still working to pay for things, I'd say sooner or later you have to start up the hill.

You can pause and contemplate your voice, niche, or reason for blogging for a little while. And perhaps I should've paused a few times before I hit "publish" in the past. But you cannot brood or postpone starting the journey forever.

Remember that this social media thing is a journey and not a mountain top destination. The steps up the path of engagement and self-discovery are likely to be fruitful and illuminating.

@jmacofearth
permalink: http://bit.ly/blogging-path

photo Path to Putukusi Mountain courtesy of Gerry and Denise Aitken

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A Collaborative Space: WebEx, Go-To-Meeting, Skype, Basecamp (Teaming/Meeting Tools)
Twitter Problem: How do you find enough interesting people to follow? Then how do you keep up with them?
The Agile Mind: Construction, Evolution, Care, and Feeding Instructions for Mental Flexibility

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