How Organizations Use Social Media

From nonprofits to for profits, organizations are using social media to engage and interact with their followers.  Twitter and Facebook are the two most popular sites used.  Every time you join or like an organization or group, and like the status or comment, you are engaging with the organization of your choice.  Organizations ask questions to the public, asking them to share their personal stories and experiences but the moment you comment back you are reflecting and thinking about the organization.  Twitter allows for the organization to be more personable by retweeting your tweet on their page, making it intimate and allowing for more personal engagement.

Some organizations have learned to recover from social media mistakes as well.  In early February of last year, someone at the Red Cross accidently posted a tweet to the Red Cross account that was meant for their personal Twitter account.  Check out Twitter Faux Pas http://redcrosschat.org/2011/02/16/twitter-faux-pas/   As a result of this mistake, the Red Cross has received a lot of attention and traffic to its site.  Because the Red Cross acted quickly and responded with humor, they were able to get a lot of support from the public as well as a donation from Dogfish beer.

Public relations through social media is allowing organizations and companies to easily connect with its followers and consumers.  It is about maintaining the relationship with the public and social media provides this outlet as the public is occupied immensely with social media sites.  Make sure to follow us on our Facebook page, http://www.facebook.com/AntiochUniversityLA or comment.

Elvis, the Magna Carta and Random Dinosaurs.

I first saw this video at a marketing conference.

There are a lot of agency-created videos out there that give good overviews of the impact of social media, but I tend to think this one is the most vibrant. My favorite statistic in it is how if Wikipedia were made into a book, it would be 2.25 MILLION pages long.  Two and a quarter MILLION pages.  That’s insane.  Who would read that? Can you imagine trying to purchase that book at Barnes and Noble? More importantly, who would want to purchase that book?

When I was little I used to tag along grocery shopping with my mom after school on Thursdays.  One day I noticed a big display of book along the main aisle.  These weren’t just any books, these were thick and shiny, hard-back Encyclopedias with fancy scripted writing and gold-tinted pages.  From the first moment I saw them, I was in love.  I remember begging my mom to buy them.  I might have even cried (in my defense, I was probably about 8!)  I think they were on C or D by that time, so it took some wearing down of my poor mother before she caved in and bought the first part of the set.  The trick was that they were released slowly, every two weeks, by the store.  For months I would happily accompany her on a boring round of errands because I knew at the end we’d end up at Albertsons and I’d get to buy the newest release.

Oh how I loved those books.  I would spend hours pouring over the pages and browsing all the random entries like the Dromaeosaurus, knickers,  Montana, seaweed, or the War of 1812.  Sometimes my sister and I would try to look up the naughtiest thing we could think of, like “boobies” or “sex”.  We were eight and six, after all.  But mostly I would pick up a random letter, stop at a random page, and just skim.  Eventually – like all toys – I grew tired of them and moved on to more glamorous playthings like My Little Pony and Cabbage Patch Kids.  But for years they remained a staple in our house, sitting quiet yet proudly in our living room shelves collecting dust.  In a way it was comforting to me, knowing that they were still there, with all of their secrets and mysteries waiting patiently inside.  After all, who knew when I might need to know the diameter of a softball (3.5-3.8″), how many number one singles Elvis had (14), or when the Magna Carta was issueed (1215).

But back to Wikipedia.  I guess you can say I have a soft spot for it – just like those hard-back Encyclopedias of my youth.  While it’s not rimmed in fake gold ink, it still (to me) feels like a magical place where you can find the answer to just about anything.  And while I would never buy the hard-bound copy (because let’s be realistic, how would I ever get that in my car?) I will admit to browsing it from time to time, with no specific goal in mind.

Speaking of, did you know that Rhode Island, the smallest state, has a larger population than Alaska, the largest state?  Well, now you do.  Thanks, Wikipedia.

“You’re Welcome” (and Other Snarky Expressions)

by Freddy J. Nager, Associate Professor, MAOM

No, I’m not the old man on the porch yelling at kids to get off his lawn. Yet.

But my old-man sensitivities have been repeatedly rankled by the disappearance of two words from the English language: “thank you.” Apparently, they’ve been misplaced. I’d be happy with the one-word substitute, “thanks,” but apparently that’s gone AWOL, too.

So that’s brought out the curmudgeon in me…

“Face me, old man, I’m the Ghost of Manners Past!”

The precipitating event occurred, ironically, on “social” media — a subject I teach with increasing shakes of the head and rolls of the eyes. To be specific, it happened on the popular networking site LinkedIn, which I endorse as the only social medium that’s mandatory for today’s professionals. While Facebook could be renamed “Look at me!” and Twitter “Fritter,” LinkedIn actually has value. It serves as a professional’s career hub: a place to centralize one’s resume, connections, organizations, creative portfolio and more.

A key section of one’s LinkedIn profile comprises recommendations from one’s bosses, colleagues, teachers and other connections. As an instructor, I often receive recommendation requests from former students, and I’m usually happy to comply. I write each recommendation so that it’s distinctive and personal. Given the struggling memory cells in this old man’s brain, that isn’t always easy. But I do it.

And then I wait.

And wait.

And wait some more.

And while I’m at it, I do some waiting.

What I’m waiting for is some acknowledgement that the recommendation was received, with a simple “thank you” as all the compensation I need. I don’t require a recommendation in return, as others might expect. Nope, just a little common courtesy will do.

But apparently, I’m a greedhead who’s just asking too dang much.

Easily half the people I’ve recommended on LinkedIn have never thanked me. Either I must write heinous recommendations, or I’ve grossly overestimated their value. The fact that LinkedIn enables its users to request recommendations at the click of a mouse has probably devalued them. But still, would it hurt to show this old fogey some merci?

The problem is, etiquette-absenteeism isn’t just limited to LinkedIn.

I recently wrote a lengthy letter of recommendation for a former MBA classmate’s grad-school application. This entailed actually going to the physical post office and mailing sheets of dead wood. (No, really, people still do such things in 2011.) Then some months passed. I finally contacted that former classmate to see if the school had ever received my recommendation, and he acknowledged that they had, and that he had been admitted to the program and was having a great time.

Nice to know. (And, hey, oh certain grad school who requires such recommendations: you’re not off the hook, either.)

In the past few years, I’ve also experienced “thank you” voids from people who have called me up for advice, emailed me for information about the schools where I teach, even met with me in person to talk about their business or career problems.

Apparently, I didn’t get the memo that said “thank you” had been omitted from the common vernacular.

Now, call me a decrepit, senescent creature of habit, but when such omissions happen, I still feel compelled to respond with the equally antiquated and apparently forgotten term “you’re welcome.” I know, how retro of me. Oh, I give it a week or so after I send the recommendation/write the letter/take the call/have the meeting, but the urge to say “you’re welcome” is so great that it bursts loose on its own, even without a “thanks” to provoke it.

Today, in fact, I sent a “you’re welcome” to someone on LinkedIn who never acknowledged the recommendation I wrote for him. He responded by asking if I was being “snarky.” I hadn’t thought of it that way: who, me, the rude one?

What a concept. Four letter words are so passé that our jaded ears no longer hear them, but “you’re welcome” actually raises hackles and elicits offended responses. I feel so… so… gangster.

So I’m now on a mission to issue a pre-emptive “you’re welcome” whenever possible, even if it means having the FCC bleep me out or courts issue restraining orders against me.

Then, the other day, something jarringly odd happened: I received a “thank you” card from a student I had recommended for business school. No, really. The young woman had actually perpetrated the post office deed and mailed a piece of folded cardboard that she had spent good money on. When I opened the envelope, I dropped the thing out of shock and stared at it for a good 30 seconds or so, wondering if I needed to report it to the Department of Homeland Security. A thank you card? The gall!

My aged knees quaked and symptoms of myocardial infarction sent me crashing into a comfy chair. I stared at the card again. Yes, indeed, there they were: the words “thank you” handwritten and even exclamation pointed. I felt like I had just chanced upon the Loch Ness Monster and the Tooth Fairy hanging out with Amelia Earhart in the lost city of Atlantis. What’s this world coming to?

So perhaps some traces of chivalry remain. I just thought I’d warn you so you can take the necessary precautions, like having a fluffy pillow nearby to cushion your fall. And by the way, should this piece of advice ever prove helpful to you, please allow me to say “you’re welcome” in advance — or would that be too snarky?


Guest Blogger Freddy J. Nager teaches courses in social media, entrepreneurship and marketing at AULA. The founder of agency Atomic Tango LLC, Freddy has over two decades of professional experience in marketing and media, including 17 online. He previously worked for music label MCA Records and major ad agency Saatchi & Saatchi, and served such clients as Nissan & Infiniti, the NFL on Fox, Royal Caribbean Cruise Lines, National Lampoon and numerous startups. He holds a BA from Harvard University and an MBA from the University of Southern California.


Q-the-A: And That Means What? Fun With Figures…

by Freddy J. Nager, Associate Professor + Managing Editor of The Antidote

So I’m reading an article in Inc., my favorite magazine for advice on entrepreneurial matters, when I found this statement about one company’s social media campaign:

“So far, about 7 percent of Step2’s customers have registered on the company’s website with their Facebook IDs, and of those who have, more than half of them have shared product reviews with their Facebook friends. In the past year, traffic from Facebook has increased 135 percent and revenue from Facebook visitors has nearly tripled.”

Impressive, right? Based on these figures, Inc. readers should just rush out to integrate Facebook into their websites.

So what’s the problem here? (As my students know, one of my favorite business questions is “so what?”)

The statement provides some tasty figures — but not all the figures that a manager needs to make a judgment about the campaign. All those percentages can be misleading if we don’t know the actual numbers they’re based on. For example, a traffic increase of 135% sounds amazing… but it could mean that traffic went from 20 people to 47 over the entire year. For a lot of retailers, that increase in traffic wouldn’t mean much. (My local Starbucks probably serves that many customers in about 20 minutes.)

Given that traffic, what else would we want to know? Here’s a short list for starters:

  • How many of those visitors from Facebook are NEW customers? If they’re just existing customers coming through a different entry way, the company doesn’t gain much.
  • What are the customers doing on the site once they visit? Are they reading articles, rating products, or best of all, buying something? Or, worse, are they filing complaints, posting spam, trying to sell something, or spying for the company’s competitors?
  • If they are buying stuff, how much are they spending? The article states that revenue has nearly tripled, but that could mean it went from, say, $2 to $5.
  • What was the cost of the Facebook program? Did the company pay someone to do it? If the company’s owners did the work themselves, how much time was spent on this instead of on product development, customer service, or other activities that could also make money?

The article doesn’t say. That’s unusual for Inc., which usually provides the critical underlying details, but that only proves that even trusted sources occasionally need to be questioned. Well, at least 135% of the time.


Freddy J. Nager teaches courses in social media, entrepreneurship and marketing at AULA. The founder of agency Atomic Tango LLC, Freddy has over two decades of professional experience in marketing and media, including 17 online. He previously worked for music label MCA Records and major ad agency Saatchi & Saatchi, and served such clients as Nissan & Infiniti, the NFL on Fox, Royal Caribbean Cruise Lines, National Lampoon and numerous startups. He holds a BA from Harvard University and an MBA from the University of Southern California.


LinkedIn: Not Just For Job Hunters Anymore

by Freddy J. Nager
Many managers have ineffectual LinkedIn profiles — if they have one at all. That’s because they think they don’t need one at this stage of their career. “I’m not job hunting — why should I bother?” That’s because LinkedIn isn’t just for job hunting anymore.

The Search is On…
A LinkedIn profile can serve as the power base for your professional life. it’s one of the first links people see when they Google your name. (Of course, many background searches are conducted on LinkedIn itself.) Those researchers may include journalists, recruiters, potential clients and investors. With all the concern about personal reputations and misinformation online, we should absolutely create and control our LinkedIn profiles to deliver an authoritative first impression.

The Way to Grow…
We’re all tired of hearing it: yes, we live in a global economy. Yes, borders have evaporated. And, yes, international trade offers a wealth of opportunities — if we have the right connections in the right places. So who can we turn to for help setting up an office, hiring competent and trustworthy native managers, overcoming bureaucratic red tape, or simply making reservations at an appropriate restaurant? Your organization may not be thinking expansion now, but when the time comes, it helps to have relationships with far-flung connections found and developed on LinkedIn.

Marketing for Extracurricular Ambitions…
Even if a manager is at the top of her game, she might harbor other ambitions, such as writing a book, appearing on TV as an expert, running for political office or teaching at a university. While some managers are well known outside their companies, most need a marketing boost to support these other pursuits. That’s why you should network before you need a publisher, an entertainment attorney, or a campaign manager. You should also use LinkedIn to promote your expertise and what makes you different (and more interesting) than the millions of other managers around the world.

Because You Never Know…
There’s no such thing as a secure job. Even at companies “too big to fail,” upper management and their teams are often replaced. A manager may claim she has nothing to worry about, but at some point she may be tempted to sell her company — or the company’s success attracts a takeover. On a brighter, more poetic side, the manager may want a complete change of pace or career, or move to another city for the lifestyle or a relationship. To facilitate these changes, it’s again valuable to network before it’s needed. It’s too late to say, “Now who do I know here?” after the big move.

Those are just a few of the reasons a manager — or an aspiring one — needs to have a well-crafted LinkedIn profile. (And, no, I don’t work for LinkedIn, nor do I own its stock.)

How does one craft an effective profile? That’s the topic for another blog, but in the meantime, LinkedIn offers its own guide, and you can also view the profiles of various “experts” and the top networkers on LinkedIn.

The key takeaway: your LinkedIn profile should represent you online. It’s your agent, it’s your brochure, it’s your public introduction. So take the time to think about what you want it to say. (By the way, I also hear it’s a great tool for finding a job…)


Freddy J. Nager teaches courses in social media, entrepreneurship and marketing at AULA. The founder of agency Atomic Tango LLC, Freddy has over two decades of professional experience in marketing and media, including 17 online. He previously worked for music label MCA Records and major ad agency Saatchi & Saatchi, and served such clients as Nissan & Infiniti, the NFL on Fox, Royal Caribbean Cruise Lines, National Lampoon and numerous startups. He holds a BA from Harvard University and an MBA from the University of Southern California.