social media | 3/6 | Ian M Rountree

The Needs of a Personal Platform

March 20, 2011 by Ian Leave a Comment

When you’re starting out online, it’s easy enough to dig into everything a little bit, and keep your agility by not building a routine.

However, as you do more and more work – more writing, more tweeting, more status updates – you’ll begin to look for ways to reduce the emotional overhead on working your networks. Tools, like TweetDeck, web apps like The Deadline, time management processes, and more. This makes it easy to maintain momentum and keep your consistency high – but it does remove some agility unless you’re aware of the scaffolding you’re putting up around your work.

Creating a platform can’t be haphazard – you need to put some thought into the framework you create.

Got a blog? Great! You have a home base, somewhere all the content is your own.

Got a podcast? Cool. Whether you blog or not, you’re publishing your own content.

Youtube channel? Ok… Now we’re getting into mixed media. Video is powerful, but if it’s on a platform not your own, you don’t own control of it.

Massive Twitter following? Neat – but, like the YouTube channel, or a Facebook page for that matter, if Twitter goes away, so does your content – so does your platform.

Building a platform means having control not only of the scaffolding – the framework – but also of the content that fills it out.

We’ve known this for a while. Owning your database is important. Having purpose apparent behind our work is important too. But how do we do this in effective ways? We diversify.

We produce podcasts as parts of our blogs, we use Twitter and Facebook as promotional and communication tools instead of publishing venues. We create spaces where people can not only congregate, but interact as a group – campfires of media to be gathered around, rather than street corners to be passed through (and passed by, and bypassed entirely).

Diversity is part of the difference between building an effective personal platform – and building ephemeral content gardens.

Look at any of your heroes, the people who got you into this whole content marketing, social media game. What do they do? How have they grown over the years?

Chris Brogan writes a number of blogs, produces video, takes part in podcasts, tweets, has a Facebook community, does Third Tribe stuff, and more. He’s diverse.
Mack Collier has a blog, but also is intensely active on Twitter, and has built #blogchat into one of the biggest weekly twitter chats.

But these are platforms which have existed for some time – what else are we seeing?

I look at people like Stanford Smith at Pushing Social, who’s recently started video blogging and podcasting in addition to the #tweetdiner twitter chat he and Margie Clayman started last year. That’s diversity.

These are just a few examples – there are more. Are you one of them?

If you’re just blogging – why? If you’re only building a community on Twitter, what reasoning do you have behind it?

How are you addressing the needs of your platform – how are you allowing yourself to grow?

Image by Peter Alfred Hess.

Your Klout Score Means Nothing

February 19, 2011 by Ian 8 Comments

It’s not that it doesn’t mean anything – it’s that it actively means “nothing”.

For something to have meaning, you’ve got to be able to use it. Meaning, strictly speaking, applies to what’s done with a thing, or a piece of knowledge. Anything with ‘meaning’ must directly apply to something else. So; a score, made by an algorithm, has no strict meaning until applied. This is as true of Klout as it is of your Twitter follow count, the number of Friends you have on Facebook, or the number of recommendations you get on LinkedIn. Meaning requires application.

Sure, according to my Klout profile, I’m a 58. That’s nothing to sneeze at… Or is it? Could it be that, even in this semi-limited, pseudo-meaningless platform, there are some indicators of how a person behaves, how they prefer to communicate, and how you can learn how they do their work so you can better yours?

Now, this week’s #usblogs topic is supposed to be about online and offline klout, but I want to focus on a few meaningful uses for the Klout score and it’s associated meta-data first, before we talk at all about offline klout (which is far less well documented, and thus harder to quantify). Offline clout may come later, or may not. Partly because real-space communities have far different parameters to online ones.

When I look at a Klout score, I see an aggregate that equates to the curtain behind which hid the Wizard of Oz.

When I look at a Klout profile, like my own for example, I see:

Klout displays a graph of activity to go along with the Score metrics it displays.

This is the base range of information that comes beside a Klout score. Most people pay attention to the three numbers beside the Score itself – I almost never do. Under these, the badges, are much more informative regarding a person’s real activity. Number of list memberships, unique retweet count, total retweets, total comments – these show not only the wattage of a person’s activity online, they show the depth and consistency of that activity over time.

Yes, these numbers contribute to the aggregate of the Klout score, but the mix of badges you see matches strongly the kind of person you’re looking at. For example, this graph shows an even level of “Total Retweets” and “Unique Retweeters” – this tells me that the individual messages I’m sending are getting some traction among a broad range of people, but that traction has little depth.

Based on this graph, and the information relationships within it, I can adjust my actions in the future, if I want to (for example) learn how to create messages that gain depth as well as width of interaction. In this way, my score means nothing, but my profile is a learning tool.

In addition to the activity graph, Klout displays an Influence chart.

Take a look at the people on this chart. Do they match who you’d expect to be influencing me? Better still, do they match who you’d expect me to have influenced? I mean – yes, Mark, Chris, Amber and Matt have an effect on me. They legitimately influence me. But David McGraw? Really? An outlier, clearly.

Klout believes I’ve influenced my web host, MediaTemple. That interests me. In part because it’s an outlier, like David is. In part, because it’s amusing.

It also tells me where on the social chart I fit against my peers. The little orange dot on the graph is me. I’m a socializer. If I got a little more broad in my topics, I’d be a thought leader. I take issue to the idea that thought leadership is measurable on a chart, but these are the terms they’ve chosen to represent people – and by and large, they’re accurate.

The Influence chart can be used to give you a sense of what kinds of relationships the person whose profile you’re reading has. Do they interact with highly professional people, or highly social ones? Is there a broad mix of specialties represented, or a wide mix of opinion? Is there a tendency to focus solely on their own area of expertise, and disregard anything else coming into the mix?

At the end of the day, what you do with any of this data is what gives it meaning. A 60 Klout twitterati is not automatically more influencial than a 45 Klout socializer – unless pure wattage is all you care about. And, honestly, if all you care about is a bigger megaphone, you’ve lost the social media game already.

Keeping focus on what’s important is a good idea when conducting research and analysis, whether you’re doing so before, in the midst of, or after any marketing or business activity. Focusing on the wrong data, like a Klout score alone, can lead to terminal myopia.

No matter the numbers you’re looking at, making sure the numbers match the need is important. Do yourself a favour and look beyond that big orange number at the top of the screen.

The NOW Revolution – A Guide For New Businesses

February 18, 2011 by Ian 13 Comments

Viewing this on a feed, or having trouble seeing the video? See the original article, or watch the video on YouTube.

The NOW Revolution is one of those books that’s approachable by a broad audience, applicable in a wide variety of situations, and instantly appealing from page one. These three qualities alone make it worth buying.

There’s a lot about this book I liked. However, there was one thing that stuck out as a little weird. Throughout the book, there are an array of Microsoft Tags – proprietary QR codes – which direct the reader to further meta-data about the book. While I think this is perfectly appropriate for the book’s subject, it’s a choice made on behalf of the audience; to get everything the book has to offer, you’ve not only got to be savvy enough to understand how, when, and why the Tags are there (they are explained in the beginning), but also be willing to install an app on your smartphone to read the tags themselves. I delayed doing so, in fact, in order to finish the book quickly and not rabbit-hole in the meta data.

Despite this hiccup, The NOW Revolution picked up the ball where other, more theoretical books left it off.

The book really begins to shine, though, around Shift 3. By the time you’ve built the bedrock of your new business, and found some talent you can trust, you’ll be prepared to organize your new armies to do good in the world.

You should go buy The Now Revolution: 7 Shifts to Make Your Business. It’ll help you really dig into setting up the scaffolding you need in order to make the most of the current, super-connected business landscape.

If you’re still struggling with the idea, read Six Pixels of Separation and Trust Agents first, in that order. Once you’re done those, and have the NOW Revolution well studied, read Inbound Marketing.

Disclosure: I got the book through the authors’ blogger review promotion. I was sent two copies of the book, on the proviso that I review the book (good, bad or ugly) and give one copy away in an interesting way.

How you can get my second copy of the NOW Revolution…

I believe in using social tools for social good. So, I want to see how much good can be done by means of social media.

Leave a comment here. I’d like to hear your ideas for how we can make businesses smarter, faster, and more social. In particular, I’d like to know what you think of using social business for social good. Is your business involved in charity of any kind? What do you think of using your wattage as a business to benefit social causes? If you’re in a position to make this kind of action through your business – will you? Or, if not, why?

The winning comment will also have a donation made for the cost of the book, to the charity of their choosing. Now. What can we do with this social media thing?

How to Master the Power of Voice and Become a Blogging Muad’Dib

January 23, 2011 by Ian Leave a Comment

The Voice Must Flow!

The power to be in many places at once. Perfect memory. The ability to see the future. None of these count for anything without the power to inspire action with just a few phrases, delivered with perfect pitch, modulation, frequency and poignancy.

Anyone who knows anything about science fiction will know about Dune. In Dune, Paul Atreides – the heir to a ducal title – is cast out of his place by the betrayal of a lesser Baron (the piggish Harkonen) and goes on a journey of self-discovery, eventually learning that he is the Ultimate Power Embodied – the Kwisatz Haderach!

Voice isn’t only about displaying personality, it’s about directive communication.

Bloggers talk about creating a voice all the time, and in many cases, we’re referring to the same things;

Humour, or lack thereof
Opinions, or sets of beliefs
Passion, or clarity of desire
Engagement, or how easy it is to turn a statement into a conversation.

HOPE hard enough and you’ll get a certain kind of success – but to be a real master, you need more than hope.

All of these things matter, but they’re not the core of The Voice.

In Dune, the Voice is an arcana very few are trained in – and the fact that Paul Atreides is trained in even its rudiments is almost heretical. Masters of the Voice have the skills to control anyone they have face-to-face contact with, after just a few minutes of exposure. They must gain this power over each individual person they wish to control, and do so by keen observation of body language, cataloging of reactions to some initial prods, and above all else, listening to the words their subjects use.

By this process of pre-communicative observation, practitioners of the Voice can easily understand the motivations, weaknesses – and potential of a subject. So, when she finally does speak, she can use the entirety of subtle inflection, posture, micro-expression, tone, pitch, metre… Every verbal and non-verbal tool physically possible to such a high effectiveness, that the subject is helpless to argue or disobey.

As a blogger, you have more tools at your disposal than text formatting, multi-media, your usual level of eloquence, or your standard subject matter.

You’ve got more than just your words. You have the spaces between then-the long dashes creating suspense, the ellipsis… Hanging out and doing it’s thing. You’ve got direct address writing (which most of this post is written in), choice of gendered or genderless pronouns… All of these things, once you know how to go beyond vocabulary and work pacing, verbal innuendo, and inflection by way of grammar into your writing… There’s power, just waiting there.

Consider the following passage about a remote bystander observing the initial attacks on the World Trade Center in 2001:

When James burst into the room, yelling this and that about being under attack, I didn’t even know what to think. Who was attacking who? Had he been playing paintball again? I mean, seriously. It wasn’t even seven in the morning. I got a real shock when I followed him to the living room. He wasn’t kidding – one of the towers was falling on picture-in-picture, and not ten seconds after my eyes hit the screen, the second plane hit the other tower.

What sense do you get from the above paragraph? There’s information there. There’s a hook (the attack) there’s characterization (the remark about paintball), there’s narative (first-person). It’s concise, informative, and to the point.

How about this?

“Guys! We’re under attack!”

The door shook – great. James’d put a crack into it with the heel of his boot. A muddy crack. Double great.

“Seriously, guys, get up! One tower’s just come down, and they keep saying there are more planes! More damned planes!”

What was he on about, anyway? I levered myself up and threw on a shirt. If he’d found some new video game to spend his rent money on…

No such luck. One look at the TV left my mouth gaping. Under attack indeed. I forgot about the muddy boot crack in my door.

What’s different? The details are identical in form to the first paragraph – the attack, the two towers… You know exactly what both are getting at. But the two passages may as well have been written about different people. There’s the focus on dialog, the broken-up structure of the second passage, completely different use of timing…

And we’re just comparing two very short pieces, essentially stating the same facts; the narrator’s roommate bursts into his room, waking him/her with what seems like nonsense – but is very quickly proven to be terrifying truth.

While the examples I’ve used are semi-fictional, the same thing applies to blogging, or writing of any kind where format restrictions are loose. Journalists with word count limits need to be ultra-direct. Bloggers, authors and other writers benefit from other tools, like using the tonal changes that pacing and directive writing can create.

It’s up to you, young pup!

Using the power of Voice in writing is more than just what you choose to write about, and the words and phrases you use to express your opinion. Leaving it at phraseology and opinion may be enough for some – but if you really want to master your power of Voice, going beyond and asserting control over your very tone and inflection in writing is the next step along the Golden Path.

Being serious about the development and use of your Power of Voice is a good idea. Knowing how to produce tone, inflection… Even a little – necessary hesitation just with words and grammar can make your writing stand out as much more human.

Still. It never helps to lose the humour all together. Am I Right, Dunecats?

Top image: Modified screenshot from Sci-Fi Channel’s “Frank Herbet’s Dune” (well worth watching)
Bottom image: Dunecat. Source; the interwebs.

Got it? Good. Now go publish something.