2010

Social Media
Simplified
Social Media Thinking
Social media and social networks are simple when you first think of people with
family, friends and associates and last you consider technology used to connect
people online.

James Rowe

8/22/2010
 Social Media Simplified

James Rowe

411@roweandcompany.biz

Let’s start our exercise using text messaging restrictions of 160 characters to simply explain social media.

Social media is how people communicate with each other online.

Social media and social networks are really easy. Think about how you relate to family, friends and
business and public service associates. Now consider whether customers and members use Twitter,
Facebook, LinkedIn, Google or another medium as their preferred online social network. Always
consider technology used to connect people online last.

In this document Rowe and Company offers easy guides for small and medium businesses and
community groups to plan for the upsurge in social media. We believe it’s a method for thinking about
online social networks.

Social Media and Networks

A facile approach to appreciate social networks and media is to begin to define terms
individually. We’ll use dictionary.com meanings.

Social - pertaining to, devoted to, or characterized by friendly companionship or

relations: a social club.

Network - an association of individuals having a common interest, formed to provide

mutual assistance, helpful information, or the like: a network of recent college
graduates.

Media – (medium) - one of the means or channels of general communication,

information, or entertainment in society, as newspapers, radio, or television.

Take the words literally and you clearly see social and network relate to people and media or medium
refers to technology. Consistently think of humanity first and technology last in deciding social networks
and media; the tools you’ll use to connect with customers and members.

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 Social Media Simplified

Offline and Online Worlds

In the age of digital literacy we have offline and online lives. Our real life should govern our virtual or
online life. They are astonishingly different because of technology. Think about real life; how you
connect with friends, family and business associates. How you relate to customers and members in the
real world is your starting point.

Here’s an example of real world networks and their disconnection.

Offline Life

The real world is made of detached social networks.

Some friends, customers and members in real world social networks overlap, however we relate to the
disparate groups in different ways. Social media tools can be used professionally to connect different
real world networks securely and productively. Offline relationships should determine online networks
chosen to connect real world customers and members; it’s your so-called “style of engagement.”

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 Social Media Simplified

A financial advisor presented me a simple way to consider real life relationships. He labeled his scheme
“Introduction to Success” and his chart asks you to tell him of relationships he can contact.

Introduction to Success Chart

BCF
• best current friend

BOF
• best old friend

CFM
• closest family member

CBA
• closest business associate

As we think about our network of friends and associates a conflicting social experience reveals itself; it is
the different faces of each network. Customers and members have social differences to be respected,
as well. The diversity of personalities depicted in distinct social networks is a real business and public
service consideration. The concern affects online tools you choose to engage members and customers.

Paul Adams, user experience researcher for Google, explores discrete personalities and how they
conflict online in his lengthy presentation “Bridging the gap between our online and offline social
network.” Adams’ slide show inspects how we have a particular face for family, another for friends, and
yet another for business.

We accept varied relationships without thought because these networks are usually detached. The lack
of thought however creates discord when using social media. The online world is yet to develop
experiences mirroring our offline lives. Digital life most often thoughtlessly connects distinct networks
transferred from the real world. The thoughtlessness is a significant concern for business and
community groups when choosing online social networks.

The most popular of social networks is facebook, based on its claim of 500-million user accounts and
growing. The site’s popularity sparked a gold rush for social networks and people connections. Adams
posits facebook as testament of online social disconnects in his slideshare presentation.

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 Social Media Simplified

The list of major social networks is fluid. Wikipedia, another popular type of social network, maintains
an archive of surviving social media and defunct virtual networks. These networks are tools businesses
and community groups need understand to develop a social media blueprint.

Differences and conflicts between real world social networks and online social media help determine
steps to maintain a good business and public service reputation. The label “reputation management”
enters the lexicon because of disparities in offline and online living. There are service businesses
cropping up to manage online reputations, however you can take precautions to adequately protect
your brand and image as you prepare a social media strategy.

Social Media Blueprint

Here’s a method to begin thinking of a strategy for social media in business and public service. Forrester
Research, a Cambridge, Massachusetts firm, developed a four step process to determine your own social
network model. Forrester’s Groundswell project labels their method the POST process for building a
blueprint.

People
• real world social activities of customers and members

Objectives
• goals for connecting with members and customers

Strategy
• blueprint to connect online with members and customers

Technology
• mediums best serving business and public service objectives

The POST process works for choosing any technology but it is especially appropriate in determining
social networks suited to business and community organizations.

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 Social Media Simplified

Business Examples

In my opinion one of the best social media projects is funded by soft drink maker Pepsi. The
manufacturer’s Refresh Project is a brilliant socially oriented marketing strategy using public service to
bolster their image and brand. Refresh offers millions of dollars to anyone who is willing to resolve
social problems. It’s engaging. It’s interactive and it’s social. Pardon the pun but it is refreshing.

New England supermarket chain Hannaford demonstrates business prudence in reputation

management. Hannaford’s facebook page displays a “Terms of Use” statement for engaging its family
oriented customers. Their facebook “Terms of Use” links to Hannaford’s corporate social media policy.
The clear statement warns the food stores restrict use of their facebook page with these words:

“While we want everybody's voice to be heard, we ask that our fans

refrain from posting comments that are not appropriate for this forum.
We will delete posts and comments that are disrespectful, inappropriate
or otherwise disruptive to the community. We also reserve the right to
remove posts that are unrelated to Hannaford Supermarkets.”

Sean Patrick’s Restaurant in central Massachusetts offers an example of customer service and
management of social media critique. We all know it is difficult to please everyone all the time. Social
media presents excellent prospects to handle customer service issues, though. Among complimentary
expressions on Sean Patrick’s facebook page Rebecca Hupfeld zapped the establishment with a one star
review of her dining experience. In response to her criticism the restaurant’s page administrator wrote:

“Sean Patrick Flannagan Rebecca we are so sorry to hear that you are
disappointed with our food. You are correct gourmet foods is not what
we offer. However, if you are interested in something different and a
little more upscale please come back and try Chef Jose's Tapas meals
offered on Tuesaday and Wednesday Nights 5:00 - 9:00. Jose brings a
new flavor to Sean Patrick's one you may prefer!”

Social media is a seemingly unmanageable place as best shown on the WTF is my social media strategy
website. The site, a parody of language social media gurus often use, is risqué and snarky. While the
page is humorous, its creators “About” page explains the lesson offered. The parody is a take on
experiences so many businesses complain of when trying to learn how to professionally use social
media.

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 Social Media Simplified

Conclusion

Social media and networks are simple when you think of people first and technology last. In business
and public service a blueprint for social media is required and the POST process is one of the easiest
methods to formulate simple strategy.

Rowe and Company offers affordable services to guide businesses and community groups in selecting
correct social networks and methods to connect with customers and members. We take away the stress
of thinking about which technology is best for your objectives and the media you require to reach
customers and members. R&C shows you how to professionally grow your business and public service
with social media.

Rowe and Company is Social

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Ask for a proposal from Rowe and Company; your resource for social media.

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 Social Media Simplified

We’re big picture consultants, project managers, instructors and media technologists.

R&C trains employees and members in new technology and social media skills; we project manage social
media strategy and implementation; we assist in content creation and management of rich media such
as videos, slide presentations and electronic documents.

We manage social media for you when you require a full service and customized project blueprint.

Rowe and Company helps your business or non-profit organization grow through sharing with your
community in your own way.

Call - (617) 652-0611 or email - 411@roweandcompany.biz.

Word of mouth buzz.

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