Is our view of the world distorted by the uneven distribution of content creators? And for those countries and groups who lag in creating content, do they risk invisibility and marginalization?

Social media has enabled anyone with access to the Internet to create and share content. And this makes it possible for us to see the world as we have never seen it before. Not through the eyes of elites, but through the eyes of ordinary people like you and me.

But there’s a problem. Some parts of the world are more visible than others. And some areas risk being marginalized.

There are significant variations in the rate at which people from different countries participate in the act of content creation. And the countries with the highest levels of participation may not be the ones you expect.

The Forrester Social Technographics country profiles vividly illustrate this issue. Forrester’s Social Technographics profiles demonstrate that people participate in social media in a range of ways and with varying degrees of engagement, from simply consuming through to actively creating content.

When you compare Technographics profiles on a national basis, a “content creation gap” can be seen between the most prolific content creators and the laggards. Most important is the proportion of the online population who self identify as Content Creators, the top rung of the Technographics ladder.

There’s a huge gap between the leaders and the laggards – ranging from over one third of people online creating content in South Korea, Metro China, Japan to less than one in five people creating content in countries like Canada, the UK, Spain and Sweden.  And barely one in ten people who use social media in France and Germany create content.

Add to this the impact of search engine algorithms. Search engines return results that reflect content that is most popular, most linked to, and most read.  That favours the most popular creators.  It also favours those countries and regions that are most populous, most connected, and most prolific.

What happens to those creators who come from smaller countries and who reflect a more distinct perspective?  Will they be found or will they be relegated to page 200 of the search results?  A place that guarantees invisibility.

Should countries like Canada or the UK be concerned that the number of active content creators isn’t higher?  Especially given that the means of content creation are accessible for free to anyone with a broadband connection?

Do we accept that 20% of people will create 80% of the content and that’s just the way things are?

Or by doing nothing, do we run the risk of losing sight of ourselves as other more prolific content creating countries generate ever more content?

This week, I found my Social Media Zeitgeist in posts by John Battelle, Steve Rubel, Cory Doctorow, Jeff Jarvis, Michael Geist, Liz Gannes and David Armano.

Foursquare: Headed to bigger things – or a potential flame out?

Could Foursquare be the next shiny object that fails to live up to its initial glitter? John Battelle’s post, Foursquare, I wish it was better for me, highlights some hurdles that Foursquare must overcome before the service is likely to break into the mainstream. Whether it’s the feeling that it’s targeted at a specific demo (what the heck am I doing on it?), the lack of engagement beyond checking in, poor search or an unclear function in the social sphere, there’s a lot of work to do to ensure that Foursquare doesn’t flame out.

Living – or not – with the iPad

It’s the week after the excitement of the launch. Now, people are reporting their experience living with the iPad. And some could do without it.

Steve Rubel spends a week working with only the iPad. While he seems to love the device, he calls out Apple for undermining the Web as we know it: “Seemingly overnight the Information Superhighway (does anyone call it that anymore?) became littered with potholes. In the last week Apple sold nearly 500,000 iPads, none of which support key technologies that we have come to rely on, including Adobe Flash, Windows Media and others. (Adobe and Microsoft are Edelman clients.) …For the last week I have been using my iPad as my primary device. I enjoy the slate format and think it’s the next big thing for computing – one that will see lots of winners. Unfortunately, this comes at a cost. I don’t get to experience the web like I used to, but a version of it that only Apple approves of – one that’s peppered with potholes that turns it into the swiss cheese web.”

Writing on Boing Boing, Cory Doctorow called it this way: “The real issue isn’t the capabilities of the piece of plastic you unwrap today, but the technical and social infrastructure that accompanies it.

“If you want to live in the creative universe where anyone with a cool idea can make it and give it to you to run on your hardware, the iPad isn’t for you.

“If you want to live in the fair world where you get to keep (or give away) the stuff you buy, the iPad isn’t for you.

“If you want to write code for a platform where the only thing that determines whether you’re going to succeed with it is whether your audience loves it, the iPad isn’t for you.”

And Jeff Jarvis, saying he doesn’t see a good use for the iPad, put his money behind his convictions, paying a restocking fee to return his unit after less than a week.

Copyright no longer an esoteric subject in Canada

Michael Geist tallies up the Canadian Government’s consultation on its proposed copyright reform bill, C-61: “There were ultimately more than 8,300 submissions – more than any government consultation in recent memory – with the overwhelming majority rejecting Bill C-61 (6138 submissions against, 54 in support), while thousands called for flexible fair dealing and a link between copyright infringement and anti-circumvention rules.”

The power of letting yourself be known

In a post on GigaOm about the current troubles at Digg, Liz Gannes makes the case for why signed comments trump anonymous comments for credibility: “A place where you use a silly moniker as your user ID just doesn’t feel like true socializing in these days of Facebook, Google, OpenID and (to some extent) Twitter. There’s a value to anonymity, but true social interactions are the kind of powerful things that keep you coming back. Endorsing a piece of content with your own name in the context of your known interests for an established group of friends or readers is quite powerful.”

There’s something happening here

David Armano keeps thinking deeply about what’s really going on in social media. In his post, Media = The Ways We Engage in Context, he brings together the concepts of owned, earned and paid media with engagement and context.

What caught your eye this week?

Well, that’s my take on this week’s social media zeitgeist. If these interest you, please share the links on Twitter, delicious, Facebook or the social media platform of your choice.

And let me know what caught you eye this week. I want to expand my reading list too.

Zeitgeist: the attitudes and ideas that are generally common in a particular place during a particular time. These ideas and attitudes show up especially in literature, popular culture, philosophy, and politics.

I’m starting a weekly series of Social Media Zeitgeist posts  in which I’ll point to of articles, podcasts, videos, or events from the previous week that I think capture the mood and concerns of the social media sphere.

If you’ve been reading this blog for a while, you know that my interests encompass social media, communities of interest, the evolving relationships between people and institutions, communications, marketing and the impact of emerging technologies on all of these things. And I read many different sources on these subjects each week.

I share articles that I find noteworthy through shared items in Google Reader, my delicious tags, and also via links on Twitter. However, they’ve been absent from ProPR.ca. I’m about to rectify that.

So, if you share my interests, I hope you find the weekly Social Media Zeitgeist posts useful and worth reading.

After all, social media is all about sharing.

It’s only episode 5 and already we’ve broken the Social Mediators mold. Neither Dave Fleet nor I could be part of this week’s session. So, Terry Fallis recruited Jeremy Wright to stand in for both of us.

In this week’s episode, Jeremy talks with Terry about the South by SouthWest Interactive conference (SxSW) in Austin and what has drawn Jeremy to attend 7 times in the past 10 years. And for Jeremy, it’s the open culture of the conference – the friendliness of people and the fact that the meetings and encounters in the hallways can be much better than what takes place in the formal sessions.

You’ll hear them talk about the fact that I too would be at SxSW. Well, it didn’t happen. The night before I was supposed to leave, I spilled a glass of wine on my computer and I had to head home to Ottawa to meet the “man from Dell.” He showed up in my office Friday with a new mother board, touchpad, screen and keyboard (yes, the Complete Care insurance was worth every penny I paid for it.) But if you’ve ever tried to get a last minute flight to Austin during SxSW, you’d know why I never made it there. Having missed my originally scheduled flight, I was out of luck.

One more thing. A big thank you to Mike Edgell for recording and editing this week’s episode. Although he’s on the road the entire week for a video shoot, Mike found the extra time to produce Social Mediators. Thanks Mike for service above and beyond.

Yesterday, I posted part 1 of my Personal Brand Camp keynote presentation, in which I talk about my pre-social media existence and my general approach to presenting myself online. Today, in part 2, I talk about what I have learned and offer some guidelines that I live by.

If you are thinking about the concept of your “personal brand” or simply how others see you online, I hope you find these simple rules to be helpful.

There’s only one me

Personal brand sounds like a marketing concept, something where can I separate myself from my brand and my brand is a contrivance.  That’s not possible.  Ultimately, my brand is about me.  And there’s only one me.

Be conscious of my decisions, but never contrived

I make  conscious decisions about what I will reveal (I protect my privacy by thinking through my boundaries in advance), what I want to say about things and how I want to interact with other people.  Authenticity will be seen.  Duplicitousness will be seen through.

I must be conscious of my decisions, which is good, but definitely not contrived, which would be artificial and bad.

Be introspective and self aware

Before going online, I ask myself, “Who do I want to see in the mirror?” Once online, I’m mindful of how others perceive me. I must acknowledge that what other people see in me is what I am.  And I understand that if others don’t see the same person who I see in the mirror, then I have failed in communicating who I really think I am.

Lies will be found out

There’s no point in trying to construct and project a “public persona” different from the private person. And the judgment that I exercise in my personal life will reflect upon the judgment that I may exercise in your public life.

I can’t hide deception. We’re all just too visible for that. And too many of our friends are online and connecting with one another. If they see deception, they’ll recognize it and they’ll call it out. So, I try always to  be honest and not live a lie.

It’s not just about the words.  Actions speak louder.

From time to time, I have been called to account through social media.  I may not like what people tell me. But I must listen to what they say and accept that some of it may be right.  And if it is, the true test of my character is whether I act upon it.  If I’m not prepared to change the way I am, I will be a lesser person.

Be human. Be vulnerable

Vulnerability is a basic human condition. If we aren’t willing to show our vulnerability, we won’t come across as authentic or trustworthy.

I’ve learned to admit when I have uncertainties. It’s hard to do. But it will lead to  much stronger and real relationships.

“Draft” is my friend

It never hurts to think twice about something we might want to say. If I’m in doubt, if I’m writing in the heat of the moment, I save it, sleep on it and don’t hit the “publish” button until I’ve had time for second thoughts. ‘Nuff said.

Sarcasm and sniping are the refuge of the unimaginative

Why hurt someone to demonstrate how smart and witty I am? It’s harder to be original in my thinking and to advance our understanding in a positive way. Why not be kind, honest and helpful to everyone? It won’t cost anything and I’ll feel a lot better about myself when I face that moment of truth before sleep puts an end to the day.

Don’t feed the trolls

I never respond to anonymous comments. Unless I recognize truth in what they say. (See “Actions speak louder” above)

Trust is the currency and I have to earn it

You’ve heard the mantra before: Transparency, authenticity, reliability, generosity. Absorb them. Live them.

I try not to keep a tally sheet of who received how much. Instead, I simply give as best I can and then celebrate when I receive something back.

Become the person I want to see in the mirror

Put all of this together and I will thrive in social media. At least this is what I believe and this is what I try to live by.

Do you think you have a “personal brand?” Do you consciously develop or manage it?

I’ve been online for several years and never really thought of myself as having a “personal brand.” But I had to give it some thought when Michael Cayley invited me to keynote Personal Brand Camp 2 in Toronto. What I came up with was probably the most personally revealing presentation I’ve ever been called upon to deliver. I’ve decided to share it here. I hope you find it helpful in sorting out your own perspective on your online “personal brand.”

I’ve broken the video into two parts so that I can upload it to YouTube.

In part 1, which I’m posting today, I talk about my pre-social media existence and my general approach to presenting myself online. In part 2, which I will post tomorrow, I’ll talk about what I have learned and offer some guidelines that I live by.

What do you really know about me?

What do you know about me? Chances are, you know what you find on Google – my involvement in social media, Third Tuesday, my support of others in social media or through my companies,  Thornley Fallis and 76design. Probably, you are unaware as the people in this video of my 35 year involvement with the Liberal Party of Canada, much of which time I spent in senior roles at the national level. In effect, my pre-social media life has been pushed to the background by how I have defined myself through social media. What doesn’t show up on the first page of search or in the flow of conversation seems almost not to exist.

Before social media, others defined me

In the pre-social media era, others defined me. What reporters and columnists said in traditional media was taken as gospel. However, I’d read the paper in the morning or watch the TV news and know that what I read and saw was not an accurate portrayal of who I really was or what I believed in. The problem with the news media, I realized, is that it’s one way. I was impotent to change what the media reported.

Others were defining who I was and I wasn’t very happy about that.

Through social media, we all own our own barrel of ink

Then I discovered social media. Through social media, I realized that I had my own barrel of ink. I could have a voice. I could be heard. I could take control of who I was. And the proof is in Google. Search for “Joseph Thornley” and you’ll see that I have been able to define who I am.

Not a marketing contrivance. Just me

But do I think of what I have done as creating a personal brand? Not really. I think instead that everyday I’m online is a chance for me to look in the mirror, to see what kind of person I really am. It’s not a marketing contrivance. That’s fake. It’s just me.

And I’m happy with where I am.

Tomorrow: What have I learned?

In this week’s episode of Social Mediators, Terry Fallis, Dave Fleet and I talk about government and social media as well as the measurement of sentiment in social media.

Terry suggests that government departments seem to be lagging government agencies, with their narrower focus and specific mandates. Government has found it difficult to leave shed the command and control approach to management. And this holds them back from engaging in the give and take of social media. Dave offers, “Social media is really built on trust and that’s something that is lacking in government.” Terry adds, “Government often moves in geological time and it’s hard to move into social media in that environment.”

We also talk about machine measurement of sentiment in social media. Dave feels that the tools aren’t up to scratch. He offers props to the approach taken by Radian6, who offer automated sentiment measurement, but counsel that it’s just a starting point and that most organizations will want to add a layer of human review to any critical analyses.

We conclude the episode with the idea of running a comparative test of the automated sentiment solutions offered by Radian6 and Sysomos.

Organizations and people mentioned in this episode:

The Office of the Privacy Commissioner

The Ombudsman of Ontario

Parks Canada

Genome Alberta and Mike Spears

Nick Charney

Ralph Mercer

Advanced Learning Institute‘s Conference on Social Media in Government

Radian6

Sysomos

The calendar in Toronto has been packed with social media events. In this week’s Social Mediators, Terry Fallis, Dave Fleet and I talk about our takeaways from PodCamp Toronto 2010 and Personal Brand Camp 2.

Over 900 people attended PodCamp Toronto. It has become a huge event on the annual calendar. Dave Fleet talks about how Brad Buset, Miranda McCurlie and Dave Bradfield highlighted privacy and the impact of what we share online. We talk about learning from personal experience and the importance of using common sense. Of course, no discussion of this would be complete without reference to Please Rob Me.  Dave bottom lines the discussion, “Be careful, but that doesn’t mean that you can’t be out there.”

Terry, David Jones and Martin Waxman also recorded two episodes of the InsidePR podcast at PodCamp. These should be posted this week and next.

All three of us participated as Mentors in Personal Brand Camp. We all were struck by how the students were struggling with the concept. We advised them to think of their online brand as an expression of who they really are. Not some artificial contrivance. I argue that people should try to find their passion and then to share their views. Everyone has something unique and special to say about the things they are passionate about. Picking up a can of Pepsi, Terry suggested that ” This is a brand. You are a person.” and urged that their personal brand “needs to revealed, not manufactured.”

Two students are on their way to the Social Media for Government Conference in Ottawa this week. I asked students to tell my why they would like to attend and how the conference subject matter fits with their studies and their interests. Melissa Loomans and Femi Fasoyinu earned the free tickets through their comments on my post.

I’ve also offered them an opportunity to guest post about their experience here on ProPR.ca. They’ve both accepted the invitation. So watch for these posts later this week or early next week.

Both Melissa and Femi persuaded me not only that they are interested in the conference content, but that they will put to good use what they learn there. Here’s what they said in their submissions.

Melissa Loomans

I am currently completing my last semester as an undergrad in Public Relations at the University of Guelph-Humber in Toronto.

A final thesis is required for graduation and the topic I have chosen focuses on the need for the Government of Canada to implement social media as a communication tool for relaying messages to citizens. A creative aspect of this thesis is creating a social media marketing plan outlining how social media (internal government tool and external tools) can be implimented into elements of the Youth Employment Strategy to help with promotion, FSWEP recruitment and public service renewal. Attending this event would allow for an understanding of how social media is already being implemented and the challenges these departments had to overcome or are facing.

I have spent the last three years working for Service Canada (formerly the HRSDC) where I have worked as a team lead on youth programs and assisted in client affairs. I’m currently completing a co-op term working as a Media Liaison Officer. A major project I am undertaking is promoting the use of internal social media / web 2.0 tools to supervisors and coordinators.

I am incredibly passionate about the public service and am interested in having the opportunity to speak with other government communicators and to network with them in an effort to learn more about what other branches of the government are responsible for and what they have to offer.

Femi Fasoyinu

I am a second-year public relations student at Algonquin College. I am very interested to see how online conversation is changing how businesses communicate and how the government is looking to get involved in this conversation.

As a young person in the government, I want to be at the forefront of this conversation. I want to understand how it is going to affect the relationship government has to the Canadians they serve.

Currently, I work for Human Resources and Skills Development Canada in the Medical Expertise Division, CPP Appeals, and have done so for the last two years.

It has been a great experience working with doctors, adjudicators, lawyers, and other support staff in providing service to the thousands of Canadians whose disability has hindered them from the simple daily tasks we able bodied people take for granted.

The importance of social media in PR and communication is growing and will continue to grow. It allows us to touch different networks in speeds we haven’t thought possible before.

If I can bring the knowledge from this conference to my department, the communication processes for both the internal and external networks at Human Resources and Skills Development Canada has the potential to be improved and be a greater benefit to all who are involved.

Internally, communication between support staff, doctors, adjudicators, and lawyers has the opportunity to be improved and so there are better relations between this diverse group.

Externally, the Canadians we serve will be able to receive the information that will impact their lives in ways that will be more convenient to them and more efficient to us in our department.

Well done Melissa and Femi. I’m looking forward to meeting you at the Social Media for Government Conference.

I’d like to offer two students a chance to attend the Social Media for Government conference being organized by the Advanced Learning Institute (ALI) in Ottawa March 2-3.

What you’ll hear

The conference will feature a strong lineup of speakers presenting case studies of how government has used social media – both internally and externally. Sessions and presenting organizations will include:

• Engaging your employees before you engage the public, Indian and Northern Affairs Canada;
• Using social media to build relationships and reduce crime, Toronto Police Services;
• Developing a collaborative network in a hierarchical organization, Canadian Forces Aerospace Warfare Centre;
• Social Media And Government Communications: Using social media to communicate and engage the public while complying with government policies and laws, Government of Canada’s Community Communications Office;
• Making the business case for social media, Canada Mortgage and Housing Corporation;
• Social media strategy rules of engagement and evaluation metrics, Human Resources and Skills Development;
• Using social media to address the needs of a diverse audience, Ontario Ministry of Health and Long-term Care;
• Using Facebook and Twitter to communicate in an ever-changing communications environment, Genome Alberta;
• Strategy before tactics, Public Safety Canada;
• Expanding your social media network while staying within your agency’s guidelines, standards and policies, Parks Canada;
• Using social media on both sides of the firewall, Canadian Tourism Commission;
• Social networking  to create a more agile and responsive organization, Atlantic Canada Opportunities Agency;
• New web analytics for a new wave of social media, City of Ottawa;
• Using social media to foster innovation and drive change in a large organization, Royal Bank of Canada (Yes, not a government organization. But a very large organization exploring the use of social media.)

I’ll be chairing the conference and presenting a workshop on the day before it opens.

How you can attend

As I was preparing, it occurred to me that this conference would be a wonderful learning experience for a student interested in social media, communications, political science or journalism. But the registration probably puts it out of reach of all but the wealthiest students.

So … I bought a couple tickets to the conference and I’d like to give them to two students who will benefit from the sessions.

Interested in attending? Here’s how you can get one of these tickets.

Leave a comment below or write a post on your own blog explaining how this learning experience would fit in with your academic studies.

I’ll read the comments and posts and offer the tickets to the two students who I think make the best case. Simple.

So, if you’re a post-secondary student and you’d like to attend, tell me why. Also, if you know a student who you think could benefit from this opportunity, please point out this post to them.

I’ll select the winning students at 5PM Feb. 25 and contact them that evening.