Massaker.Me

Social Media is supposed to have brought about this new era of transparency. But has it?

My business partner (Jeffrey) and I got into a disagreement regarding this the other day and I thought “Let’s see what the rest of our small world of FaceBook friends and blog readers think”.

Jeffrey, had found a forum post on a product review board on the Dell web site which slammed some new tiny computer that they had recently put out. He emailed me the link saying that transparency was not good in this case. Having read about Dell Hell in Jeff Jarvis’ What Would Google Do?, I was inclined to immediately disagree because Mr. Jarvis made a very good argument to the contrary – that publicly calling Dell out had resulted in him getting what he wanted and that his small set of the articles spread very quickly over the web, becoming a PR nightmare for Dell. Dell finally reacted and learned their lesson and made many other customer service related corrections as a result of this.

However, I have given it some more thought and I have to say I’m not totally convinced that 100% transparency (much less 75% or even 50%) is good for every business, especially small business. Dell is a very large company, many people had never even heard of the Dell Hell incident – I had not until reading his book. Despite the bad PR, Dell remained relatively unblemished. I’m not sure that I could say the same if it were to happen to my small business. They could lose 10s of millions of dollars, perhaps 100s of millions, and remain relatively unscathed. For small businesses that operate in a smaller market those results might be catastrophic.

So ponder on this:

• Would you publish a publicly viewable forum where anyone could write what they wanted about your company and anyone could read what had been written?
  • How would you handle negative commentary?
• How would you react to web site that are erected for the sole purpose of discrediting your company by having users share their negative experiences (e.g. www.dellhell.net)
• Is the concept of transparency more relevant/practical/necessary for big businesses and government than small businesses?
• Does this even matter for service-based businesses?

By the way, what do you think about the transparent canoe? Cool huh?

While I have written this in 1st person, I hope that I do not come across as being “bitchy”. This is a list of personal pet peaves that I suspect others share with me, coupled with common business sense.

1. Don’t hand me your business card unless I ask you for it. I promise to do the same. I meet a lot of people and if you’re someone that I don’t think I can help, or you can’t help me, or you can’t help someone I know, then what’s the point? We should be honest with one another. If you do force me to take a card, you’re getting added to my email marketing list and getting spammed – fair warning.
2. Don’t issue cheesy status updates to any of the various social media outlets (FaceBook, Linkedin, etc.). Make sure what you post is interesting enough to read. A good rule of thumb is the “So what” contest – if another person posted what you were going to post, would you say “So What?”. If so, it’s probably not a good post. I know the idea behind status updates and micro-blogging is to talk about what you’re doing right now – what they forget to add was “What are you doing right now, that is interesting to the people you are connected to?” Otherwise, I’m clicking the “hide” button. If my posts bore you, feel free to “Hide” me by all means. Here are some examples:
   • Good
     • I am at the Networking in ATL event at Sutra Lounge with Brandon Miltsch, owner of FireWolf (tells you where I am and who I am with, both of which might be of interest)
   • Bad
     • I’m going to ________   [mom's, bed, the toilet]
3. Don’t call me and try to sell me something the day after we have met. If I took the time to get to know you, I will have told you on the spot that we need to set a follow up appt to discuss your services or product. If I didn’t, and you want my business, then help me pay for what you want to sell me via a referral. This goes a long way. I promise to do the same (and already do).
4. Don’t send me invitations to cheesy FaceBook applications like “Snowball Fight” or Kidnap. These are annoying time wasters. ’nuff said.
5. Don’t hand me a brochure or any other kind of sales collateral at a networking function. Your business card will suffice. I assume that you have a web site if I need more information. If you don’t, I have a referral for you.
6. Don’t ask me to become a fan of or join a group related to something that is obviously not interesting or of benefit to me (e.g. cosmetics)
7. Don’t assume that I remember you if we’ve only met one time. Reintroduce yourself to me every time until we have had a 1:1 meeting, beers together or whatever. I promise to do the same. Again, I meet a lot of people (as you should be) and it is impossible to remember everyone after just one meeting in passing. (Exception: if you are someone important to the networking function I am at, i.e. chapter or associations president, etc.  – leadership has its perks)
8. Don’t connect to me on Linkedin with a free-mail email address as your primary contact email address. Freemail accounts are, for example: @yahoo.com, @gmail.com, @bellsouth.net, etc. (Exception: this only applies if you are a business owner. I understand the case for sales people to maintain control of their profiles with their personal email address? Also, this it is ok if you’re between jobs or retired)

As an owner of an IT company, I am constantly asked my opinion on allowing FaceBook (or other Web  2.0 platforms like MySpace) into the workplace. Like so many other things in life, the answer is that “it depends”. It depends primarily on who in the company is using it and also how your company is structured.

Let’s start with the “who” should be using it: anyone in marketing, sales, or most management – assuming that they use it to some extent for business purposes and that your business is suitable for use on a social media platform. If you manufacture skateboards or provide marketing services, you should be using FaceBook. If you’re a defense contractor… not so much. FaceBook and other social mediums are becoming more used as the de facto communication tool, so allowing these platforms to be used by people in business development makes sense. As of this writing, I am guessing that a full 20% of my own business communications are going through FaceBook or Linkedin.

If your company is structured as a performance-only culture, then I say “Open the flood gates!”. By performance-only culture I mean that every single employee’s salary is somehow affected by incentives and/or commission based on performance metrics. In this case, FaceBook should not make a difference since all that matters is putting scores on the board (who cares how it is done short of breaking the law). Incidentally, this is crucial for employees that telework as you do not have any ability to block computers on their home network from accessing these sites.

Since I have told you “who” and “what types of companies” you should allow, here is the “why”: Blame it on the millennials. This generation wants to work from wherever during whatever hours they want and the ability to collaborate easily which is what tools like FaceBook provide. In the end it is all about collaboration, very current information, and staying “in front” of one another. Social media is a great place to announce events, post blog article links, links to other useful resources and to show a more human side of you if you’re willing to open up a little. Why is the latter important? Because people buy from people, not from companies – unless you’re just that well branded.

My company, Carceron, has allowed FaceBook because it is a medium we sometimes communicate on and also a medium we communicate to customers and fans with on our Carceron fan page.

In summary, there is no one size fits all answers to this question. Seek expert advice from experts in information technology, especially those in security.

Side Note: For those of you not aware of how web sites are blocked, many solutions exist that allow a business to block specific web sites like FaceBook, as well as generic web sites by category, such as: pornography, hate groups, etc. This is usually done by a small investment in a higher level firewall, such as a SonicWall, with a content management subscription. If that does not provide enough security, there is software that can monitor and record everything a user does. SpectorSoft makes such a product and is the solution of choice for Carceron.

Helping Others

Help connect people that need to know each other. The concept is simple, even the act can be simple, what’s tough is taking the time to get to know people and learn what their specific needs are. Things you should know about people you network with the most:

• Where are they from?
• What college did they go to?
• Fraternity / Sorority Membership
• Hobbies, Special Interests
• Most profitable client type
• Least profitable client type
• How they help most clients solve a problem(s)
• How they help their most profitable clients solve a problem(s)

In the current economic climate, helping someone get a job is also a great thing to use your networks for. Times are tough  – many who are not business owners are looking for their next job or worried that will have to soon. When you’re out and about, listen out for any open positions and for companies that are experiencing a growth spurt. Staffing and recruiting companies make great friends in this regard, for both getting friends a job and for helping fill positions for those businesses that you know are hiring. My friend is Larkin Dailey, owner of Snelling Staffing (http://www.snellingatl.com). She has helped me get numerous friends jobs, even in this tough economic climate. Remember, staffing and recruiting firms need opportunities too – companies that are looking to hire – especially in mass, like at a call center. (Staffing companies have more than ample supply of resumes given the current economic climate, so be discerning who you send them for placement. People with rare skills sets are obviously more valuable)

Form Strategic Alliances

Finding prospects while networking is good, finding strategic partners that open up fields of prospects to you is better. However, it does not always have to be business development related. More and more companies are looking to differentiate themselves by creating “mash ups” which might be a reseller or affiliate model relationship, and outsource relationship or something else a little more subdued.

Personal Branding & Social Media

I have become acknowledged as something of a defacto expert on this and I’m not sure why. What I do feels like common sense to me. Show up in all the right places at all the right times with all the right people and seek to help others which will make you more known. Translated into literal terms:  “If you belong to an association, get on the board – for more recognition, try actually doing something of value for the organization – avoid boards where you are a “rubber stamper”. Don’t feel bad about joining a board for exposure if you are providing value… it’s an expected trade off. When you are networking, make sure that events that you are going to have the right kind of people, i.e. people that you need to meet or people connected to other people you need to meet. It blows my mind why businesses continue to go to networking functions that they have long since outgrown and then complain that networking does not work. Know the demographics and psychographics of your customer base and adjust your networking accordingly. If you don’t know what I am talking about, seek the advice of a marketing expert.

How does social media tie in to all of this? Well, I’m no “expert” despite popular opinion, but here’s what I think: Social Media, simply described, is a marketing medium (platform) -  you have radio media, TV media, social media, and countless other platforms upon which to market. Whether or not that is what you use FaceBook for, it is still Social Media (how do you think FaceBook makes it’s money? not from you obviously! from Advertising). That being said, how do you use it? Simple, as an online extension of your physical networking world. When you come back from a networking function, immediately pull out of your business cards and connect to the people on those cards on whatever your mediums of choice are. I like Linkedin & FaceBook. Now, whenever you do status updates, they see you what you’re doing. You stay in front of them as long as you update. So what do you say in your updates?

• What are you doing that is interesting and might generate conversation?
  • Good: Headed to Networking in Atlanta tonight to network with hundreds of other business professionals
  • Bad: Going to a network event (too simple)
  • Bad: Taking kids to soccer practice (no offense, but no one cares about your kids but and whatever family members you connected to on FaceBook)
• Industry related news that people you’re connected to care about and can understand. Here some actual article titles from InformationWeek, a newsletter I an subscribed to:
  • Good: Laptop reliability study: Asus & Toshiba Come Out on Top
  • Bad: Roll Your Own Ubunto Private Cloud