After a month or so of softening up the boss on the merits of a company blog, I finally got a bite.  He emailed me to say that he is sold on the merits of a company blog and now wants to know HOW to impliment it.  So, it is now on my shoulders to deliver a blogging strategy that will make sense for a 30-employee-strong marketing agency in the Twin Cities.  I am still in the brainstorming phase of this project and would love some feedback.

Things we need to figure out:

• Who will write?
• How often will people write?
• What will the content be?
• Terms & Expectations

Who will write?
EVERY employee shall be required to post one blog every two weeks.

How often will the blog be updated?
Twice per day.  We need to keep to that schedule.  If 30 people are blogging once every two weeks, that’s 60 blog entries per month.  Shouldn’t be too tough, right?

What will the content be?
Every employee will be required to share expertise on a topic of interest to her.  This could be an exploration of a topic or more of a teach-in-style blog entry.  Any blog entries, so long as it is at least tangentially-related to the business will be accepted.

Terms & Expectations
The blog will share the same expectations as other company-branded communication.  That is, all blog entries shall be respectful of differences as well as support the mission of  the company.  Basically, that means that the blog will receive the same treatment as face-to-face, email, and phone conversations with colleagues and clients.

Summary
Obviously, I have a lot more hashing out to do in terms of this blog strategy.  I am sure that I left out all sorts of important things. Please feel free to offer tips and suggestions via comment below as we move forward with this project.  In turn, I will keep you updated!

Thanks!

I have used an iPhone for a couple of weeks now, using it mostly as an online social media device, and pausing sporadically to make a phone call on it. Generally speaking, it is a good device for connecting with friends on the major online social media networks. Of course there are some pitfalls, too.

The good:
Facebook
MySpace
LinkedIn
Pandora

The bad:
YouTube
Last.fm
Flickr

The ugly:
Twitter
Blogging

First, let’s talk about the Good. The free proprietary applications for Facebook, MySpace, and LinkedIn are all fantastic. All three provide an easy way to quickly update your status, check and send email, and connect with friends. Facebook even provides a way to chat.

Pandora’s app is simple, intuitive, and offers all the functionality of the Pandora website. One bad thing about this app is that the application closes and the music stops playing when you press the home button. I’m not sure if this is a limitation of the iPhone operating system, itself, or if this is a programming issue. But the iPod app continues playing until I manually close it or press “pause”. It would be nice for Pandora to have that functionality as well.

Now, for the Bad. The biggest disappointment, by far, is the YouTube application that comes pre-installed on the iPhone. It sucks. It is fine for playing videos, but it lacks all of the features that make YouTube a great online social media environment. You can’t view user profiles, post comments, make friends, send email, or really do anything at all, except watch videos.

Flickr does not have an official iPhone app. This is a bit of a black eye for this giant of the online social media world. True, you can still post photos to your Flickr account by taking advantage of Flickr’s “post by email” capabilities, but without the ability to comment on others’ photos and check my Flickr email, and see what my friends are saying about my newly-posted photos, what is the point?

Last.fm’s iphone app doesn’t do anything except stream music, making it a clone of Pandora’s app. Without the ability to check your neighborhood, your recommendations, etc., Last.fm is merely another online radio station.

Finally, we reach the Ugly. The iPhone app store is saturated with Twitter clients of varying abilities. I have only used two free ones – Twitfire and Twitteriffic. As I have said before, Twitfire is great if you just want to send a quick Tweet with a combination of text, location, and photo. But it does not have the capability of viewing other’s tweets. Twitteriffic provides a fantastic interface for viewing tweets en-masse and for sending tweets. Unfortunately, it does not provide a way to track specific friends in the timeline. Also, there is no way to find specific friends via a search. So, these applications are good at what they do, but have significant room for improvement.

Blogging on the iPhone is mainly limited by the keypad. The iPhone is great for short text messages and tweets, but it’s keypad makes it too cumbersome to write anything more than a sentence or two. There are probably kids who can type 60 words per minute on the iPhone, but I am not one of them. In fact, I am lucky if I get 20 words written in a minute. That said, the WordPress application is a gem! From time-to-time, I post short blogs with photos, which works exceptionally well. Also, the next iteration of the WordPress app will include a landscape (horizontal) typing feature, which might increase typing efficiency.

So, that is my experience with online social media and the iPhone so far. Please comment if you have anything to add!

In  the business world, there is a phrase – “Stick to your core competencies.” – that needs some updating in the Web 2.0 world.  The updated phrase should be something to the effect of, “Transfer your core competencies to the web.”

Last night, I attended the WCCO-sponsored Bloginar at Sweeney’s in St. Paul, MN.  (WCCO is our local CBS affiliate.)  While the event was a resounding success in terms of the quality of engagement and interest by participants, I was struck by one point – WCCO is not utilizing its core competencies to a great extent in the Web 2.0 world.  First, I want to defend WCCO and state for the record that it isn’t totally behind the ball.  In fact, it might even be a leader of their field in terms of Web 2.0.  Its tv news personalities do have blogs (example), and their recent hire of John Daenzer as Director of New Media speaks highly of the company’s committment to getting involved in online social media.  Additionally, the company recently unveiled an innovative online advertising service similar to Google’s Adsense that could benefit local bloggers.  And as a final testament to WCCO’s Web 2.0-immersion, I actually learned of the Bloginar event via Twitter, which says a lot about the success the station is having in communicating in that medium.

What the current actions of WCCO (and probably almost every other news station) describe is a lack of understanding of the flatness of Web 2.0 world.  I don’t mean to say that the folks working at WCCO don’t know this, I am only saying that they are not taking enough action to address it.  Put simply, tv news’ one-to-many, personality-driven model of interfacing with the public will likely not work well in the Web 2.0 world.  The world of online social media is a humble one.  It requires the development of new relationships and regular involvement.  While there will certainly be a good revenue stream for personality-driven, one-to-many television communication for the forseeable future, I venture to guess that if WCCO wants to stay ahead of the Web 2.0 curve, it should move towards more of a citizen-journalism model of interacting with its audience online.  A couple of good local examples of citizen journalism here in the Twin Cities include Twin Cities Daily Planet and The Uptake.

So let’s take a look at some of WCCO’s most obvious core competencies:

• Video collection.  WCCO is a video-gathering machine.  It’s success in the tv news medium relies on it getting high-quality video of breaking news.
• Interviews/contacts.  WCCO has an experienced news team with a robust knowledge of the local community and, presumably, valuable interview contacts.
• Website infrastructure.  WCCO already has a robust website that distributes news.

In order for WCCO to become a more valuable member of the Web 2.0 community, I suggest that it leverage the aforementioned core competencies in the following way:

1. Open source all of your raw video footage and place it online for anyone to download.
2. Open source all of your interview notes (quotes from interviewees as well as video interviews) and allow anyone to download them.
3. Provide a way for citizen-journalists to submit mashed-up news stories to you online (a simple upload form will work for this).
4. Take the cream of the crop of the news stories submitted to you and integrate these citizen-journalists’ news coverage into your broadcasts.
5. Allow visitors to your website the ability to view and rate all of the citizen-journalists’ videos.

If WCCO were to jump on this now, they would be part of an elite group that includes NOVA‘s Free Video Archive and the BBC’s Creative Archive as mainstream media providers of broadcast-quality mashupable video.

There is certainly some risk of being a leader in the field of Web 2.0, but the prospective rewards of being among “the first” are also great.  Rewards include $$$, clout in the Web 2.0 world, building of a more innovative culture at WCCO, grabbing more of an audience share, and, perhaps most importantly, better-serving the public.

I intend this post to merely be a starting point for discussion about how tv news media can better serve the public (and their bottom lines) in a Web 2.0 world.  I, myself, am just getting started thinking about this, so I’m sure that there are far more qualified people out there to speak on this topic – I hope those people will share their thoughts below. 

I only started Twittering about a month ago, but already I am starting to see its potential. There is something in the human psyche that prefers short, constant bursts of communication to long ones. Twitter serves this desire and then some by REQUIRING short bursts (maximum of 140 characters – that’s about a sentence-and-a-half). What is interesting about Twitter is that it is mostly meaningless communication. That is, much of what is said on Twitter covers mundane topics like “I found a sweater under my bed!” and “Just had a cup of great jo from Starbucks.” and “Learning ‘Sweet Child O Mine’ on Guitar Hero”. But it is just that type of “meaningless” communication that builds communities. Most of my most valuable friendships were forged at parties, bars, and work while discussing the day-to-day minutia of life. Very few of my friendships were cemented in “meaningful” conversations.

So, I view Twitter as a means of breaking the ice and sharing new ideas with prospective acquaintances and friends. It is a way to enter people’s lives and positively affect each other through short conversations and topics of mutual-interest. It is a way to build new business relationships and strengthen old friendships. People revel in proximity, and Twitter has the potential to bring our digital selves closer to each other.

I have been doing a lot of thinking on the value of online social media.  It is clear that we are still early in the game.  In fact, the game seems to be changing on a monthly basis as new tools are invented and old ones are discarded regularly.

Social Media Tools that I currently use daily include Twitter, Facebook, WordPress, Youtube, and mySpace.  I also use LinkedIn, StumbleUpon, and Digg with less frequency.  I tend to find value in the connections I make with people, which, so far, have not led to any direct or indirect monetary rewards.  I play chess with old and new friends on Facebook, I share music on mySpace, and I gain a lot of knowledge from other people on Twitter.  And I use Youtube to build awareness of my band.

I have been talking with clients and friends a lot about the prospect of utilizing these tools to make money.  “How do we do it?”  “Is it possible?”  That sort of thing.  Put simply – Can online social media be used to sell stuff?

In my experience, the selling of stuff using online social media is really dependent on timing.  For example, I play in a band that wanted to print t-shirts.  It just so happened that a t-shirt manufacturer emailed me on mySpace at the moment that I was looking for t-shirts.  He got my business not because he was necessarily the best, but rather because he happened to be there.  And buying t-shirts isn’t something I am all that interested in.  Put simply, he made it easy for me.  I didn’t have to shop around (or didn’t want to), and he conversed with me one-on-one via email until all the details were settled.

So, when business owners ask me how online social media can be valuable to their bottom line, my experience tells me that building an online social presence is a lot like placing ads on public tv or radio.  You don’t necessarily announce that you have a sale or a discount; rather, you are just there.  And, hopefully, you are there when people are looking to buy whatever it is that you sell. 

ADDED ON 9/29/2008: Further reading [Thanks, @CalGreg!].