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mad with bad, which goes a long way to contributing to the lack of awareness of mental illness, the perpetuation of outdated knowledge and stereotypes.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

What can communication professionals learn from the NYT Innovation report?

Media as an industry has an ability to cannibalise itself. Journalists are by nature inquirers and investigators. They look for the story and have a need to present it. It is not surprising then that a mountain has been written about the NYT internal Innovation Report. The leak of report, along with the executive departure drove a lot of speculation, commentary, opinion, and tweetage.

That a major media organisation would prepare a strategic thought-paper on the future impacts of their market should not be surprising. The Innovation report is a significant thought piece with real lessons for industries well beyond its implications for the paper itself, media and publishing.

Nieman Lab does an excellent job of examining the implications from the media industry perspective.

Beyond the media

There is also some excellent analysis of the content of the report from other commentators, looking at it as a call to action for an organisation needing to reinvent in a changing market.

David Armano’s perspective is a standout, categorising the insights into the four topics of agility, culture, talent and customer-centricity.

David Armano’s dissection of the strategic elements of the NYT Innovation Report

 

Ezra Klein at Vox highlights the report’s excellent explanation of distruption. This diagram explains the three modes of disruption in the clear style you would expect from NYT writers.

NYT Innovation report’s explanation of disruption, via Vox.

Australian workplace and digital analyst Paul Wallbank extracts three lessons for businesses: being digital first, breaking down the silos, and ensuring your business is discoverable.

Six lessons for communicators

The full report is worth the investment of time to read by any communicator, change agent or strategist.

There are a number of change studies that demonstrate that effective context-setting is an important part of enabling employees to sense-make during change. By providing clear background to the market your organisation operates in, you are preparing the field for proactive or reactive initiatives in the future. The NYT Innovation report is an interesting and important model of what that contexualised call to action can be.

There are six themes outlined in the NYT Innovation Report that provide a very simple compass for internal communicators considering how to reach employees who are time poor, information-laden and who have different needs.

1. Discovery

“We need to think more about…packaging our work in more useful ways” With the volume of information growing, reduction and control become limited-success strategies. How do you ensure your content is discoverable, at the right time?

2. Promotion

Ensuring information is promoted means not just ‘publishing’ but by sharing, by amplifying, and by use of peers. There is a fine balance between push and spam. Segmentation becomes critical, as does understanding the needs of the employee to target promotion of relevant, useful content.

3. Connection

Seeking ways to ensure audiences – employees – can participate, comment, create and contribute is an essential component of communication, engagement and change. Whether though user generated content, internal ‘crowdsourcing’, communities, and networks, connection is the the key to relevance and ultimately the path to engagement.

4. Experimentation

Promoting active experimentation, the capacity to fail fast, iterate and learn is a core skill and critical to building the agility of any communication function. Experimentation and connection can work in partnership, through the use of pilot groups, advisory communities and user experience (UX) work.

5. Influencers

In complex environments, the role of the subject matter expert, the thought leader or the process lead extends to filtering and amplifying key information, themes and messages relevant to their specialisation. Collaborative platforms and enterprise social networks enable this.

6. Market context

The competitor cheat sheets in the report are succinct and frank. Do you provide employees with concise information about the others in your market? Is this information purely product and service comparison, or does it go deeper into comparative strengths and weaknesses.

Your view

I’m interested in communicators views on all aspects of the report – the content, the format, the debate and analysis surrounding its leak. Join the conversation by leaving a comment.

 

Is Adobe Voice really a storytelling app?

When the interwebs went a little crazy for the announcement of Adobe Voice, the new iPad-based ‘storytelling’ app, my first reaction was skepticism. After all, ‘story’ and ‘storytelling’ are terms that get bandied around a LOT. Rather than be critical initially, I deleted a snarky tweet, went to the app store and gave it a try.

Wow. Let me repeat that. Wow. I created my first Voice in about 15 minutes. I’m not saying it’s going to win a Golden Lion, but as an example of what this can do a tool for pulling together an idea rapidly, you’ll get the idea.

As an occasional gadget geek, I have like shiny objects. But immediately I can see this has some real potential for helping people structure messages, think through what they want to say and get ideas across in a simple way. There are a variety of basic story structures to select from; promote an idea, explain a concept, share a personal experience, and even the classic hero’s journey. There are a selection of visual themes, the ability to draw from a broad range of icons, or the options to draw in files from the cloud, from Facebook or take a fresh pic on the spot. It is a very intuitive interface.

I’m excited by the potential something like this has for capturing ideas and helping people share their stories within organisations. In fact, I predict a Prezi like rush on people putting this to use. I’ll keep experimenting and save a longer post when I get some feedback from other #comms and #internalcomms folk.

In the meantime, give it a try and let me know how you would use this in your communication toolkit.

Note: I have no affiliation with Adobe and this is review is an independent perspective. 

IABC World Presentation : Transmedia storytelling for internal communication

In the era of the remix and mashup culture, I am really excited to be presenting a session on two topics that need to meet: transmedia storytelling and organisational communication. The IABC World Conference in June has me presenting the following session:

The end of the story: Corporate narrative in a transmedia universe

 Traditional approaches to corporate narrative are being disrupted by the multiple forces of technology, social change, trust and a shift in the role of the corporation. In this environment the role of the communicator is shaping, telling and retelling the story of the company is shifting. Employees are co-creators, subject matter experts are curators and traditional business models become opportunities for collaboration. This session will explore:

  • The death of the corporate story
  • Sense making through social media
  • Co-creation as a model for true engagement
  • Empowering employees to own the narrative
  • How IC is the original transmedia communication strategy

As the conference approaches, I will add some pre reading here on the blog.

http://wc.iabc.com/sessions/the-end-of-the-story-corporate-narrative-in-a-transmedia-universe/