Digital

So much information, so little time

Remember a little while back when you couldn’t go to a workshop or a conference on change, leadership, strategy, innovation or communication without the keynote quoting the Shift Happens/Did You Know? research?

I certainly used those numbers on more than one occasion with leaders trying to understand the shifting nature of communication in the social era, and the #futureofwork in a post-global economy. The 2015 version from Erik Qualman has updated references to social marketing and we see the exponential scale of social shift.

But if you want to immerse yourself in the real-time version of this, then interetlivestats.com is your go-to resource.

Watch this number rise for each social platform, realtime.

Watch this number rise for each social platform, realtime.

Here you can watch the sheer overwhelming volume of online activity tick over.

With so much data being created, accrued, shared and stored, it prompts a few questions:

  • how do we focus on the most useful things instead of getting carried with the current?
  • how do we add value to the volume, through interpretation and insight?
  • how do we maintain a voice while recognising ours is one of billions?
  • how do we make sure we are not just adding noise?

These aren’t questions just for communication professionals. They are core questions for us as people in the age of mass data.

Social Media Club Fail and the perils of scheduled tweets #SMClub

Update: Following the publication of my article, there was formal contact from Social Media Club apologising for the post and acknowledging that appropriate action would be taken, and the original post by Audrey Rochas has been removed from their site

12 hours after the original contact, Social Media Club have apologised and removed the original post by Audrey Rochas

12 hours after the original contact, Social Media Club have apologised and removed the original post by Audrey Rochas

 

Earlier today, the scheduled tweets of the Social Media Club, a loosely organised social media promotion organisation, posted the following tweet:

The offending tweet from @socialmediaclub

The offending tweet from @socialmediaclub

As a communicator, I am interested in community management, effective use of social tools such as Twitter to build awareness and drive engagement.

As a human, I am also interested in social good, including mental health. I have family members who have experienced a range of long and short term mental illnesses, have lost extended family and friends to suicide and my partner works in mental health education. It’s kind of a vested interest, and as such I care about representations of mental illness online, in the arts and in the workplace.

So my ire was already rising when I clicked through to the article, which perpetuates the ‘mutiple personality’ myth of schizophenia throughout. Most offensive however, was the accompanying image of the ‘angel and demon’.

The offending imagery attached to Social Media Club post

The offending imagery attached to Social Media Club post

There is a long history of equating mad with bad, which goes a long way to contributing to the lack of awareness of mental illness, the perpetuation of outdated knowledge and stereotypes.

Am I overreacting? Considering Social Media Club positions itself as an organisation that promotes good online practices, and has over 150,000 followers on Twitter, and 42000 likes on Facebook, it has a substantial potential reach. As people working in communication, marketing and social media, there is a responsibility to perpetuate constructive and factual information.

If there was an editorial process for inclusion of material on the blog, it has clearly failed to pick up the tone and issues relating to the post.

Comparing to 'normal' people is only one of many issues with this post.

Comparing to ‘normal’ people is only one of many issues with this post.

 

If substantially more established communication organisations like Edelman can make errors of judgement when it comes to discussing mental illness and mental health online, it is understandable that a content engine like Social Media Club is going to struggle from time to time.

Particularly frustrating is the Social Media Club’s inability or choice not to respond effectively to the criticism. As their twitter account clearly consists of scheduled tweets, with no editorial owner, the inappropriate link is being repeatedly tweeted with slightly amended wording at regular intervals. (An earlier tip from #SMClub points out that twitter is cracking down on identically worded scheduled tweets, so they are at least following practice here.) Despite multiple attempts to contact members via twitter, the link keeps coming…

Scheduled tweets mean an inability to rectify a problem

Scheduled tweets mean an inability to rectify a problem

 

Resources for mental health awareness

For information on effective social media practices relating to mental health and mental illness, here are a range of resources that will help social media professionals and community managers.

Useful Twitter Tags for mental health resources online

http://reports.youngandwellcrc.org.au/a-better-practice-guide-for-services/appendix/twitter-mental-health-hashtags/

Mindframe Media

An Australian initiative to support positive communication of mental health and illness in media, the arts and online.

http://www.himh.org.au/home/our-programs/community-media-and-arts-program/social-media-and-suicide-prevention

US National Institute of Mental Health

http://www.nimh.nih.gov/health/index.shtml

Mind Charity UK

http://www.mind.org.uk/news-campaigns/minds-media-office/

Sane Australia (including Stigma Watch)

http://www.sane.org/stigmawatch

This is only a small selection; there are extensive resources available.

Watching this space…

Is my response disproportionate? Perhaps. But this is an opportunity for Social Media Club to demonstrate their degree of thought leadership and practical steps to rectifying issues online when they occur.

What an ironic place the social web can be. Only a few tweets further up their timeline is a post on managing a social media crisis. If expertise is demonstrated by actions rather than rhetoric, it will be interesting to see how Social Media Club addresses this issue.

If you are a member of Social Media Club, I encourage you to contact them through your chapter to raise awareness of this issue.

The contact details for the Board and Volunteers are here:

http://socialmediaclub.org/contact-us

Postscript: As of the time of posting, the offending site appears to be down.

 

We're not in right now...

We’re not in right now…

4 Qualities for The Future of Storytelling

The Future of Storytelling Prize includes four criteria for successful entries. These are helpful guidelines for all creators, writers, producers, and makers of transmedia projects.

1. Interactivity: Quality of user experience

2. Story-Driven Content: Communicates a clear narrative

3. Emotional Resonance: Strikes an affective chord with the user

4. Design Execution: Innovative, original, and beautifully crafted

Full details of the prize here.

The 5P Business Case – Part 2

Video is an important part of the communication channel mix for employees, but building the business case can be a challenge. To build the case for including video as part of your overall communication infrastructure, cover these five points.

  1. Pain. Find the right opportunity that is causing pain: what challenges need attention, what change is under way, what results need to shift? Is the pain at the top, or is it your employees who need help?
  2. Partners. Find internal sponsors: who has the greatest stake in addressing this issue? What will they invest to see the situation change?
  3. Potential benefit. Put a price on success: What is the value of addressing this issue?
  4. Pilot. Before a TV series is made, producers invest in a pilot to test the concept. This is a solid approach for internal video. Start small to test capability, appetite, and audience.
  5. Prove. Measure the impact of the initiative to build momentum

In the last post, we covered Pain and Partners. Now lets look at Potential, Pilot and Prove.

POTENTIAL BENEFIT

What is the current situation costing the business? What will solving the problem contribute to the business?

At an enterprise level, doing anything that improves communication pays dividends. Companies with effective communication financially outperform those with ineffective communication. A long-term study has demonstrated this can mean that over a 5 year period, a company with effective communication would return 1.7 times higher shareholder returns.[1]

The same study showed that 70% of highly effective organisations agree that “The use of internal social business/collaboration tools for work-related purposes has a positive impact on employee productivity at my organisation.

In order to build the case, however, it will be necessary to get specific.

By clearly defining the change in knowledge or behaviour, you can calculate a return.

  • Will sales increase with better training? Will the time to learn new products reduce?
  • Will safety improve? Will incidents reduce? What is the current cost? What would an improvement mean in terms of days lost?
  • What is the current cost of all staff town hall meetings?

Not every initiative will have a definite dollar positive outcome. Other organisational outcomes may be valuable too. However, in seeking investment for an initiative, it can be useful to target opportunities where there are both financial and non-financial benefits to demonstrate the result.

In defining the potential benefits, work with your partners from Finance to ensure your calculations are relevant and acceptable in your business.

PILOT

Based on the problem and the potential benefit, where can you start?

By clearly identifying the business outcome a communication activity is designed to solve, measurement becomes a simpler task. In each of the following examples, identifying the costs of the current state, and quantifying the outcomes provides a simple method of targeting benefits.

Potential Benefits

Potential Benefits

PROVE the case

What just happened? What changed as a result? How did people use the new approach?

Effective measurement is a perennial topic in communication. While top marketers are comfortable with demonstrating traffic, leads and conversions, internal communicators sometimes struggle with clearly demonstrating the return on initiatives.

However, if you have clearly identified the business outcomes, been clear about how video will help contribute to the solution, you are in a strong position to measure the impact.

Analytics packages allow for detailed viewing behaviour to be measured: who watched for how long, where and what did they use to watch, when did their attention shift. These data help shape the approach and provide essential information for looking at the impact of video content. Combined with audience feedback, this information will contribute to the evaluation of a pilot.

 

Prove the impact

Prove the impact

It’s a wrap – for now…

Video is an iterative channel. It grows and evolves with your overall business strategy. Great stories have a way of capturing people’s attention. If you find the right opportunity and take a strategic approach, people will take notice. You can transform a tactic – a broadcast, a leader message, an employee story – into a powerful strategic tool. Taking a planned approach to building the case and demonstrating the outcomes is the first step in making video an integral part of your engagement agenda and delivering valued outcomes to your business.

 

[1] Towers Watson 2013 – 2014 Change and Communication ROI Study Report http://www.towerswatson.com/en/Insights/IC-Types/Survey-Research-Results/2013/12/2013-2014-change-and-communication-roi-study