In 2012, social media became a major source for breaking news. Before newspapers and other traditional methods of reporting had even heard of a story, everyday citizens were updating their Twitter and Facebook accounts to spread the word. Social media’s immediacy meant that it could always be one step ahead of other sources and have a global reach.

This year saw social media become not just a source of fun to whittle away a few hours on but a space that blurred the lines of journalism. Some of the year’s biggest stories broke via Twitter and for the most up to date information you only needed to check what was trending to catch up on the biggest news stories. From the serious to the trivial, Twitter had it all. Whether it was news from Syrian fighting, Hurricane Sandy’s disruption or even Kate Middleton’s baby news, you heard it first on social media. Journalists are now being beaten to the punch by amateurs telling their own version of events.

resistance fighters blew up a military checkpoint (al-wahah, al-safirah) & killed +25 #assad troops #syria

— Rozalina Chomsky (@rozalinachomsky) December 14, 2012

People still without power b/c of Hurricane #Sandy: 3,258,741 according to latest @wnyc count compiled by @danielptucker

— TransportationNation (@TransportNation) November 1, 2012

Omg! Prince William and Kate Middleton are expecting a baby!! I’m way too excited about this. That child will be gorgeous!

— Sarah Kimball (@Sarah_Kimball) December 3, 2012

Mobile use has undoubtedly been a driving force for this shift. The ability to access social media anywhere, to film what you’re seeing, to take a photo and update your status means that news can spread quicker than ever before.

This may not spell the end for traditional journalism though. Robert Coxwell has argued that ‘News is more than just eyewitness and a mobile pic’ and there is still a place for well written news articles. The rise of news stories on social media highlights the speed at which we shared and consumed information in 2012 and if traditional journalism is to continue, it will have become more engaged in social media.

Take a look at this infographic to see some of the incredible stats surrounding social media and the news:

http://socialmediatoday.com/507284/social-media-new-news-source

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You may notice that the internet is slightly quieter than you are used to tomorrow.  This is due to numerous internet giants protesting the Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA). Opponents to the bills state that if passed into law, they will stifle innovation and undermine free speech through unreasonable internet censorship.

On 18/01/12: Wikipedia, user-submitted news site Reddit, the blog Boing Boing and the Cheezburger network of comedy sites all plan to participate in the blackout.  They will follow in the web steps of the Italian Wikipedia site following similar anti piracy legislation proposed in Italy last year.

According to Wikipedia, SOPA “would allow the U.S. Department of Justice, as well as copyright holders, to seek court orders against websites accused of enabling or facilitating copyright infringement.  Depending on who makes the request, the court order could include barring online advertising networks and payment facilitators, such as PayPal, from doing business with the allegedly infringing website, barring search engines from linking to such sites, and requiring Internet service providers to block access to such sites.  The bill would make unauthorized streaming of copyrighted content a crime, with a maximum penalty of five years in prison for ten such infringements within six months.”

I urge you to read this today as Wikipedia will be ‘dark’ tomorrow.  You can find more about the Wikipedia: SOPA initiative here.

Both bills appear ill thought through and have been condemned by the internet at large.  You can see a pretty reasoned argument against both bills in this video by Cynical Brit, a UK gaming journalist and learn more about the bills themselves in this handy infographic from AmericanCensorship.org.

As a social media consultancy that generates revenue and jobs directly through a healthy and free web, both of these bills need to go back to the drawing board.  It is obvious that companies that produce games, music, film and other IP need to be protected from piracy, but knee jerk legislation is not the answer. There needs to be future consultation with the internet big guns, Facebook et al.

SOPA was ‘shelved’ yesterday awaiting consensus on the bill. PIPA advocate and Senate Majority Leader Harry Reid has scheduled a vote on the bill on 24/01/12.  Swot up on this subject, because if you operate online this does effect you.

Tweet #stopsopa

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In the last post we looked at figures from the twentieth century and the lessons that could be learned from their experiences when implementing brand social media training.

In this post we’ll investigate some historical recommendations crowdsourced on Twitter over the past week.

Don’t expect people to be interested solely in your news, get the mix right - Samuel Pepys – a mixture of your own news and timely social comment is always advisable. People aren’t just interested in your latest news, version 2.6.8 of your latest software package or the appointment of so and so to Vice President of Packaging. By all means update your customers and fans through social media, but don’t expect them to share it with others unless it is relevant to their interests. As the great Pepys provided eyewitness accounts of great events, such as the Great Plague of London, the Second Dutch War and the Great Fire of London he still provided daily insights into his home life from his love of wine to his wife’s dancing lessons. Getting the mixture of news and comment right is key in any social media and blog posting.

Watch your supply lines and make sure that your resources can live up to your social media platform commitments – Erwin Rommel‘s failure in North Africa was exacerbated by stretched supply lines and by limited resources across a wide front. Logistical problems plagued his Afrika Korps in 1941 and finally lead to his retreat. Brands need to realise that if they are going to set up social media platforms to interact with customers and fans then they need to be properly staffed, and have guidelines in place to respond to customer queries. A Facebook page with an empty wall or one that was updated months ago is worse than useless because it gives the impression that the brand does not care about its community and gives competitors the opportunity to step in and interact with your consumers.

Spelling and punctuation is vital – A social media platform is a real time representation of your brand, poor spelling and grammar reflect badly upon companies and give followers the impression that not enough care or resource is being devoted to them. Gordon Brown was hauled over the media coals for his numerous spelling mistakes in a letter to the family of an Afghanistan military casualty. The backlash was yet another costly PR mistake that took time and resource to try and resolve and still appears high in the Google search rankings when looking up the former Prime Minister. Proofing and sense checking should be at the heart of any communication that goes out on a branded social media profile.

Sex sells, or the prospect of sex and style sells – Now, I’m not advocating you to advise your social platform managers to turn branded profile into X-rated broadcasts, but Mae West certainly had the right idea in terms of promoting her personal brand. A maestro of the double entendre, Mae made a name for herself throughout Hollywood as the go to woman for quotes, quips and controversy. People don’t become fans of the mundane, they don’t share with friends and colleagues things that might label them as boring. Branded content should be treated in the same way as any other piece of content in the sense that; “If you wouldn’t share it with your own circle of friends, why should you customers or clients be interested?” With that, I leave you with one of Mae’s most famous quotes and one that has been shared by millions “When I’m good, I’m very good, but when I’m bad, I’m better.” Brand managers take note.

Please feel free to proffer any tips you may think relevant for social media training or blog training and I’ll update the post accordingly.

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Those looking to ensure staff are equipped to represent their brand across social media platforms could do worse than learn from some of history’s most famous and infamous historical figures. So what can your social media training learn from the past?

“To be ignorant of what occurred before you were born is to remain always a child. For what is the worth of human life, unless it is woven into the life of our ancestors by the records of history?” – Marcus Tullius Cicero

Don’t take others at face value - Fake news stories spread like wildfire, especially on Twitter, from the reported death of Charlie Sheen to Rebecca Black’s pregnancy. Even seasoned journalists and media publications have been caught out by news that originated online without any facts behind to back it up. Even today, news that Madeline McCann has been found is a trending topic on Twitter, yet no news outlet has officially confirmed these reports at the time of writing this blog. Neville Chamberlain was easily swayed by a mixture of gullibility and persuasive argument from Hitler in Munich in September 1938. In short corroborate your news from a viable site prior to a blog, retweet or wall post. It pays to be vigilant and accurate rather than timely in many cases. It’s great to break some news early to fans and followers, but not at the cost of your brand integrity.

Wit and personality goes a long way – Brands looking to develop a voice and persona of their own, especially in a busy marketplace, should look to Oscar Wilde.  His belief that; ‘Be yourself; everyone else is already taken.’ should not be taken lightly, there are many brands on Facebook and Twitter who are happy to go along with the crowd and not distinguish themselves from the competition for fear of controversy. However, people are far more likely to retweet or share something that they find amusing or useful; this could range from the bizarre Skittles profile to the erudite and compelling Dr Samuel Johnson. However, Oscar’s theory that ‘It is a very sad thing that nowadays there is so little useless information’ may now be somewhat redundant.

Controlled controversy - Kenneth Tynan made a name for himself as an outspoken theatre critic and writer, oh and the first man to say ‘fuck’ on television. Link baiting or controversy has a role to play in certain aspects of social media activity in order to excite debate and encourage shareability of branded content and messaging. On 13 November 1965, Tynan participated in a live TV debate and was asked whether he would allow a play to be staged in which sexual intercourse was represented on the stage, and replied: “Well, I think so, certainly. I doubt if there are any rational people to whom the word ‘fuck’ would be particularly diabolical, revolting or totally forbidden. I think that anything which can be printed or said can also be seen.” Critics later stated that Tynan’s use of the word was a “masterpiece of calculated self-publicity,” adding “for a time it made him the most notorious man in the country.” Notoriety is not always desired by brands, but publicity and the guts to say something out of the ordinary and that your competitors are afraid to, cannot be underestimated in terms of creating widespread brand awareness. Tynan was always one for breaking down linguistic inhibitions on the stage and in print and I’m positive that if he was still alive he would be confounding expectations on Twitter.

In the next part of the ‘Lessons from History’ series I’ll be delving into the training tips that can be gleaned from the lives of some recommended historical characters. Thanks to @photogirluk @Elle_Emmm @Carrot79 @nickhide @lesanto @Shinybiscuit for their input! Also please feel free to recommend your own historical characters who we could learn a few social media tips from.

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This is a two-part series exploring online influencers and their role in social media marketing. Part I looks at the reasons why a brand should focus on wooing influencers over journalists; Part II defines ways of identifying and measuring their influence.

Traditional PR vs social media marketing

Traditional media are longstanding powerhouses – politicians and even prime ministers have been kowtowing to them for generations.

Securing a piece of coverage in a leading national newspaper is an undeniable gateway to spiked consumer interest – which may convert to sales.

But newspapers rely heavily on circulation sales and as the Financial Times pointed out a few weeks ago, “in 1966, the Daily Mirror sold 5.1m copies a day, the Daily Express 4m and the Daily Telegraph 1.4m. Last month, those titles had circulations of 1.2m, 631,000 and 635,000 respectively.”

Less sales mean less editorial space and less editorial staff as a consequence. In short, the assumption that traditional PR is a sure-fire investment is coming under scrutiny, as more brands shift investment to social media marketing and the targeting of online influencers.

Who has online influence

Online journalists might look like the obvious target, but if the key objective is to source people with influence (“the ability to cause measurable actions and outcomes,” Brian Solis), then online journalists are not necessarily the most obvious or effective choice.

In a study of online influence by Brian Solis and Vocus, an influencer is defined as:

• Someone with online reach (although that doesn’t automatically correlate with popularity i.e. celebrity status)
• Someone who produces quality content
• Someone who produces relevant content

Data courtesy of 'What Makes an Influencer: a Survey by Vocus and Brian Solis'

There is no uniform online influencer – they are not automatically a journalist, or a blogger, or even a Twitterer. And their content may not even come in the form of written words.

An online influencer could be on any social platform, producing any number of pieces of content, from videos, podcasts and tweets, to slideshares and infographics and on any number of niche subjects.

The relevancy of those influencers to their followers – and your potential customer base – is what makes their influence so powerful; they aren’t ruled by the editorial policy of a publishing house, so they are free to focus on a topic that interests them. And they are most probably creating content on a shoestring budget or even for free, which means it’s a labour of love not a looming deadline.

Signature 9 recently reported that, despite the larger staffs and budgets of online magazines such as Vogue, fashion bloggers have overtaken their online influence, generating more links, greater social media activity and more overall buzz.

Don’t miss Part II, when we take a look at identifying online influencers and measuring their influence.

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Online crisis phase 1

So, in case you’re not aware of it, the international fashion retailer is facing a bit of a brand crisis. In short, it has been accused by Stevie K of tru.che of copying a line of her jewellery.  In the industry it appears that Urban Outfitters has something of a reputation for copying complimenting other designer’s work.

Stevie has stated on her Tumblr that international fashion brand had ripped of her designs for her “I heart New York” necklace, which can be purchased through Etsy.

This claim struck a chord with the Tumblr community first. The micro blogging site (with its high proportion of fashionistas and creatives, all early adopters) was keen to back the little guy, but from there the movement against Urban Outfitters was picked up by the hugely influential Huffington Post, rounding off his article yesterday, blogger Jason Linkis, openly called for a boycott of the company.

The spike in social media mentions

Here are a few more insights of how the online sentiment has really gone against Urban Outfitters in the last 48 hours. The monitoring of social media estates reveals in the last 48 hours the negative sentiment from consumers is rising against Urban Outfitters. You can clearly see the leap in posts and tweets around the brand from midnight GMT on 26^th May.

Reputation analysis

In the last 48 hours there have been more than 800 tweets with the word hate in conjunction with Urban Outfitters:

The normal average for daily mentions of Urban Outfitters is 1,470

The number of mentions yesterday topped 15,000 (that is a tenfold increase in 24 hours)

Mentions of hate/hating in conjunction with Urban Outfitters – 1,900 /25,000

Mention stealing in conjunction with Urban Outfitters – 1514/25,000

Mentions boycott in conjunction with Urban Outfitters – 6029/25,000

The word cloud below shows just some of the negative sentiment being expressed by consumers on Twitter: stealing, bastards, boycott and hating are prominent.

An inadequate response?

The US Urban Outfitters Twitter profile with more than 400,000 followers has, responded with the vanilla holding statement – “Hey guys, we see your tweets regarding the I Heart Destination necklace. Please know that our accessories buying team is looking into this.”

So why not kick back, get some snacks and see how this pans out. It’s going to take some deft footwork from Urban Outfitters’ PR dept to turn round this mass of negative sentiment with anything short of a public apology and remuneration for those with a designer axe to grind. This isn’t going to disappear from Google news results for Urban Outfitters for a while…

Here comes Miley

And once influential celebrities get a sniff of it you can be sure that they’ll make the biggest splash of all. In particular, Miley Cyrus’s tweet to her million plus fan base has been picked up in more than 180 news articles, dwarfing the number for the original story.

In short – If you have a problem, if no one else can help, and if you can find them, maybe you can hire… A celebrity on Twitter.

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So the Royal Wedding quickly became old news. Wills and Kate’s wedding of the year was quickly overshadowed on Monday by the news that the world’s most wanted man has been killed. And while this was a significant day in history, it also became a significant day in the social media world with an average of 3,440 tweets per second – the highest sustained rate in Twitter’s history.

The way we learn about news and the latest going’s on is changing thanks to social networking sites like Twitter. In the past we’ve relied on traditional news media to keep us updated, but with the advent of social media we have a resource that gives us the ability to share with our community. This by all means isn’t a new occurrence, on a daily basis we see news break on social networking sites.

What I find interesting this time is that I myself am an example of this new trend. I found out about Osama bin Laden’s death after I read an update from a friend on Facebook. I then double checked rolling TV news, online news sites and even Twitter to see if these claims were true and the detail behind them.

Interestingly, as the Wall Blog points out, while news breaks on Twitter (in this case by a local reporter) the frenzy really begins when news outlets tweet and report on the claims. So traditional news outlets are still leading the conversation. This could be for two reasons. One, they offer more content for us to share with our community. Two, they are trusted sources – we wait to hear from them that what we’re hearing is factual.

There is no doubt that social networking sites and mobile internet has given rise to citizen journalism and created a new resource for us to get our news. But traditional news media isn’t dead yet – we are still referring to our trust old news sources – the only difference is this time it’s online and instant.

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You may have heard that Google has changed its search algorithm and with that change, instilled the word Abuserank forever into the minds of SEO experts.

According to Google they were spurred into action by the story of Clarabelle Rodriguez and the shocking (and by shocking I mean truly abusive and in some cases illegal) treatment she received at the hands of one online retailer (Decormyeyes.) This retailer had discovered that even the most negative and vociferous online complaints from consumers actually improved his Google SEO ranking. The Google spiders were picking up the negative reviews on high profile consumer feedback sites and so the owner was deliberately abusing customers to farm bad reviews!

Now, according to the Google blog, the coders thought up numerous ways to combat this new and disturbing retailer scam and in the end opted for an “algorithmic solution which detects the merchant from the Times article along with hundreds of other merchants that, in our opinion, provide an extremely poor user experience.” Sounds a bit like a black list to me and not as technical as some in the industry would have you believe.

There are initial industry fears that unscrupulous brands might use this new algorithm to try and seed fake complaints on forums and message boards to try and drop their competitors down the SERPs. However, I think Google are wise to this type of system gaming. Also, hasn’t the risk of fake complaints been around since the beginning of retail.

So in truth, if you* refers to you as a brand then online customer reviews are more important than ever and dealing with customer service issues in a timely manner is vital. If you* refers to you as a consumer, with a lot of Christmas shopping to do in the next few weeks, then this is probably something you’ll welcome. But, if you’re a social media agency, then this is just a reinforcement of what we’ve been saying to clients and prospects for years. Online monitoring of and involvement in consumer conversations is vital for maintaining brand position and competitive edge. Plus, we like a challenge!

p.s Oh and in case you were wondering, all the negative publicity (400 high profile articles in the last two days alone) Decormyeyes has received in the last few days hasn’t done its PageRank much good, standing as it is at 1 out of 10. Looks like the algorithm is working for one retailer at least.

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Having declared last week that it was not illegal to jailbreak iPhones the U.S. government effectively gave consumers the right to fiddle with their proprietary software, allowing them access to other providers or to use apps and music from sources other than Apple’s own iTunes Store. This all became possible thanks to the exemptions made to the Digital Millennium Copyright Act (DMCA.)

According to the Electronic Frontier Foundation (EFF,) a selfstyled civil liberties group defending consumers’ digital rights, more than a million iPhone owners are said to have jailbroken their handsets in the past few months. The EFF hails the DMCA exemptions as a landmark victory and a good percentage of iPhone users might agree with them.

Apple on the other hand has warned that although jailbreaking may not be frowned upon by the law of the land, it won’t take the matter so lightly. Not only will jailbreaking void the warranty, but there is a risk of bricking the handset, effectively turning it into an expensive door stop. However, according to a journalist friend of mine it can be easily restored to a non jailbroken state.

If you’re after my personal opinion,  I’m torn. On the one hand, I agree that Apple should be able to protect their IP with some legal recourse, however, emotionally I’m with the EFF (who remind me a bit of the Wolverines from mediocre 80s action flick Red Dawn) who believe a handset shouldn’t be locked down once you’ve purchased it. This battle will continue to rage. Choose your side carefully, maybe grow a mullet, wear khaki, buy an AK.

Let me know what you think about jailbreaking; a digital taboo, or your revolutionary right?

mmmmm the 80s

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Image via Wikipedia

As I ponder England’s dispirited performance in the World Cup, or to be more honest, listen to my colleagues discuss it, I wonder about what makes us great. How can we be our best? Apparently, the Spanish had nothing to lose. They could play with no fear. A united team that played to its strengths and had the spirit to win.

I read an interesting article in the FT this week from Lucy Kellaway ‘It’s time to sack appraisals’. She argues that appraisals are a waste of time.

I agree. Mostly.

Lucy suggests that real management is preferable – absolutely right. If managers stopped to give real constructive feedback on the spot – people would have a clear idea of what is expected.

However, often people don’t seize the moment. And later at appraisal time they hide behind jargon, complex templates and cut-and-paste objectives and imagine that is managing. They simply don’t have the appetite, tools or training to do it properly.

Well thought through appraisals are valuable. Even where real on the job management is happening. I’ve seen success stories where someone has been able to improve their performance and turn a corner. Or consolidate their experience to earn a promotion.

A clear roadmap of career development is often cited as a core driver for job satisfaction and the appraisal system allows for that. Put simply, people are motivated by making progress.

Engaged staff make for happy clients and a successful business.

But surely the flipside is equally important. Without appraisals the good can’t get better, but the bad can’t get fired. Ditching appraisals is the business management equivalent of issuing staff with a Cappello contract.

In a competitive world, we can’t afford to coast. Appraisals, used right, are effective tools for ensuring we perform. After all what business can succeed in an environment of enduring mediocrity?

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