I believe that social media can be used to enhance our sense of connection with government and to increase the accountability of our elected representatives.
Ian Ketcheson posts about Theyworkforyou.com, which, according to Ian, “blows the doors off of any other project I’ve seen for shining the light on what happens within a public institution.”
I’d love to see something like this introduced in Canada.
Blogging broadcaster Tod Maffin talked to a group of about 100 IABC Toronto members about the power of social media to shape and break reputations.
Webswarming is when masses of people congregate in the same place on the Internet. Swarms are led from the inside – like a swarm of bees. Corporate communications is very often out of sync with this way of thinking. Instead corporate communicators more often try to direct from the front, hoping that people will fall into formation behind them. With social media, we can position ourselves inside swarms to take advantage of many-to-many communications.
When a critical Webswarm forms around your company, you can respond with a simple five step S-W-A-R-M strategy:
If you want to be effective in the swarm, you must have an active and respected member within the swarm if you expect to communicate within it and learn from it.
Above all, put a human face on your postings and comments. Step out from behind corporate speak and be genuine.
Dr. Michael Geist, blogger, columnist and Canada Research Chair of Internet and E-Commerce Law at the University of Ottawa was the featured speaker at this month’s Third Monday social media meetup.
Michael led off his presentation by remarking that blogging had taken on increasing importance for him in the past two years: If you’d asked me this time last year, I wouldn’t have known which I’d give up – the blog or my print column. This year, I know what I’d keep. I’d keep the blog. Because of the people who read it and the interaction I can have with them.
Blogging has enabled Michael to engage a broader community in discussions of significant issues, including Access Copyright’s Captain Copyright and erstwhile Canadian Heritage Parliamentary Secretary Sam Bulte’s relationship with the traditional copyright lobby. Time after time, he has found that people would become engaged in the issues he addressed and respond to his positions. And in doing so, they would advance not only his thinking but also have potential for broader impact.
Project Cleanfeed is a good example of the potential for blogging discussions to flow over into real world impacts. Project Cleanfeed is an initiative to block access to child pornography. The idea is that the group alerts ISPs to the existence of child pornography images so that the ISPs can block access to them. Michael wrote a post that supported this initiative. This prompted about 60 comments in a few days. Not all agreed with his position. Many offered suggestions for change. Soon after his post, Michael received a call from the Director of Project Cleanfeed. And he was able to make several suggestions that flowed directly from the suggestions that came in on his blog.
This ability to have impact makes blogging highly attractive to anyone who has something to say.
So, what are the big issues that Michael is concerned about these days.
Connectivity: We need a strategy to ensure access to broadband for more Canadians. Michael noted that even a best case scenario will leave 5% of Canadians without access to broadband. At one time Canada stood at #2 in the world in access to broadband. Unfortunately, Canada’s access ranking is “sinking like a stone” and we are now around # 13.
Net Neutrality: This is fundamentally important. And it’s not just a U.S. phenomenon. It affects Canadians. The worst case scenario will come if parties like Google and Amazon decide to pay ISPs for top level service. They can afford it. The ordinary citizen can’t . And to be on the slow lane will hold back the access of those who cannot afford to pay. That will degrade the potential that many of us see in the new media. Canadians should press the government to address net neutraility at the same time it moves forward with telecom deregulation. And it’s the online community that has the opportunity and means to raise this issue.
Sidenote: Amber Mac and some of her friends started Canadians for Net Neutrality group in Facebook. When I looked today, 499 people had joined.
Intermediaries: Michael recently received a legal notice relating to a comment on his site. This points to the legal protections and obligations of bloggers who allow others to comment on their blogs. In the U.S., parties that host content that is essentially not their own, are free of personal liability. In Canada, our situation is much different. The lack of clear protections creates an incentive for bloggers to delete contentious content. If we are concerned about people coming together to speak out on issues, then our legislators must advance legislation that will provide protection for people who speak out.
Copyright: Digital Rights Management (DRM) is a foundation issue. Think what will happen in a world in which we have all-digital TV that can be “locked down.” We are literally locked out of replicating the digital content for the purpose of ongoing conversation and comment. These discussions have implications beyond whatever you think about peer to peer file sharing. The U.S. already has legislation that tilts in favour of locking down content. Canada is being pressured to fall in line with this regime. Canadians should resist this pressure.
Fair dealing: The Canadian approach to fair dealing differs from that in the U.S. The current 1984/Hillary Clinton mash up would not be legal in Canada. This is another area of policy and law that requires review and updating.
One aspect of fair dealing is the right to share and distribute content that has been created by our government. The U.S. Congress has begun to distribute some content under Creative Commons licence. In Canada, the rights of sharing and republishing Crown Content – that is content that has been created by the government – are not as clear. Under current Canadian law, the Speaker of the House of Commons seems to be able to determine use on an individual basis. From the perspective of fair dealing, why should we have to ask for permission on a case by case basis to use content generated by our own government? The issue of Crown Copyright is an important issue that should be dealt with to give Canadians free access to the government-generated content that they themselves have paid for.
All in all, an interesting presentation by Canada’s leading expert in e-law. Thanks to Michael for spending an evening with the Third Monday social media meetup group.
Stuart MacDonald chaired a panel tackling the issue of monetizing blogs and podcasts. The panelists were Ryanne Hodson, co-author of The Secrets of Videoblogging, Michael O’Connor Clarke, Vice President of Thornley Fallis, Mark Evans, Vice President Operations of b5media, and Shel Israel, co-author of Naked Conversations.
What is the motivation for bloggers? Is it dollars?
Mark Evans argued that the first requirment for bloggers is passion. Shel Israel added that the best blogs are started by someone who has something they really want to say. However, once a blogger starts a blogger they will inevitably 
come to the realization that they are putting tremendous effort into and ask what they are doing it for. Michael O’Connor Clarke pointed out that there is a distinction between making money from blogging and making money because of blogging. Google doesn’t actually make money from search. They make money because they are a great search company. And the same thing applies to blogging.
Ryanne Hodson agreed that blogging can help achieve other objectives. She hasn’t made a great deal of money directly from her vlog. But she has received job offers because she is a vlogger.
Mark Evans suggested that he is finding that established bloggers now are talking more about receiving a fair return from their blogging.
Shel Israel pointed out that the people who produce content have historically been the most poorly compensated relative to aggregators, distributors and exhibitors.
Ryanne Hodson indicated that many creators are seeking aggregator sites like blip.tv that provide a return to creators and show respect for creators’ rights over their content.
Mark Evans said that b5media is trying to follow this course by defining a compensation plan for b5 bloggers that give them a share of the success along with a minimum monthly payment.
What about Lonelygirl15 or Bridezilla? These are examples of advertising thinking trying to find ways to fit social media into traditional marketing think. Stuart MacDonald suggested that the concern with them seemed to be more about driving traffic than building community.
Ryanne Hodson argued that its a fine line. You can do multiple things. Ryanne is making a living from video blogging.
Stuart suggested that the best monetization model may not be to derive revenue directly from blogging, but to instead look to monetize the activites as they support other enterprises. A means to a job (Ryanne Hodson). A means to position a corporation (Microsoft and Scoble).
Michael O’Connor Clarke suggested that Bridezilla and Lonelygirl are examples of where things are going wrong – the attempt to create something artificial in a medium that is all about genuine, open and transparent communications.
Mark Evans said that b5media is trying to do online what trditional media companies have done online. To be a one stop shop for advertisers.
How about corporate blogs? Shel Israel pointed out that companies don’t blog, people do. And one of the problems with corporate and CEO blogs very often is that the people are afraid to expose themselves in an open and honest fashion. So their blogs end up being boring and not widely read.
The second day of ICE07 opened with a panel of Michael Tippet, Founder of NowPublic, Paul Sullivan, Editor-in-Chief of Orato.com, Mark Evans, VP Operations of b5media and Angus Frame, Editor of globeandmail.com discussing citizen journalism.
According to Angus Frame, Globeandmail.com expects to receive 100,000 comments in March from readers. Frame feels that this greatly enhances the online paper’s relationship with its readers and adds an additional dimension to its coverage of news.
Paul Sullivan talked about dealing with the “wing nuts.” Orato exercises some editorial control by pushing better stories and contributions to the front page. Other stories “that only their mother could love” languish in a back corner.
Michael Tippet indicated that NowPublic does not edit material. It counts on the community to police itself. He has found that members keep each other moderate through comments. NowPublic’s group of 30 to 40 volunteer editors attempt to demonstrate leadership in this area by flagging both good content and bad content.
Mark Evans argued that very few people are citizen journalists. Most people would be better called “citizen observers.” They write about events but they don’t practise journalism. Michael Tippet agreed with Evans, noting that NowPublic sees itself as a news gathering site, not a citizen journalism site.
Paul Sullivan says that he thinks of people as “citizen correspondents.” We’re giving people who would otherwise be voiceless access to the public discussion. “The whole idea of citizen journalism is dangerous in the same way that citizen dentistry would be dangerous.” There is a place for amateur journalism. These voices add something unique and something new.
Angus Frame said that the conversation is really one about what the pool of the masses have to contribute and how they can participate in debate. It’s a new world in how many people can participate and the instantaneous fashion in which they can do it.
And what of concerns about libel laws? Mark Evans indicated that insurance is a necessary element of b5media’s business. Michael Tippet takes the view that NowPublic is not a publisher, but is more like a telephone common carrier. They simply provide the channel for the content. Angus Frame indicated that the Globeandmail.com uses a mediated moderation process. Comments go directly to the site. However, readers can flag content they find problematic and Globeandmail.com editorial staff will then review the comment in question.
Paul Sullivan suggests that he has tried to keep people focused on writing stories more than comments. From the outset, Orato has encouraged people to communicate first person stories. That enables people to talk about things they know best. And in return, they are given final control over their content.
And what of violent and questionable content like the Saddam Hussein beheading video? Angus Frame suggested that globeandmail.com would treat this the same as its current text contributions, relying on its community and staff editors to make the call about the suitability of the content for the site. Michael Tippet argued that as questionable as some content is, it is important to get the information out. Paul Sullivan added that it is a matter of taste. The content is already available on numerous sites. So removing it from an online news site will note eliminate access to it.
Paul Sullivan added that the content on Orato comes “from a different place” than the content generated by professional news organizations. It reflects the interests and the background of the contributors in a way that professional journalism tries not to. It also comes from places that have fallen out of the catchment patterns of traditional news organizations. Remote places and places in which front page news is not being generated.
Angus Frame acknowledged that the new engagement of readers in conversation with the news outlet has led to much more feedback on the quality and content of the coverage generated by the news organization. This is humbling. But it also makes the news organization better as it receives and incorporates this feedback.
Back to the question of whether it is citizen ‘journalism.’ Michael Tippet says whether ‘it’ is journalism is not important. What is important is that people want to do ‘it’. They are writing. They are videotaping. And they are uploading new content. What is important is that it’s happening – whatever it is called. Angus Frame asked, if it’s of value and used by the audience, why does it matter what it is called? If we can achieve a discourse between citizens, then that is what is important. Webster’s dictionary can decide what to call it.
Do you own an MP3 player? Download music or video? Are you interested in the future of copyright? Digital Rights Management (DRM)? Privacy on the Web? Are you concerned about maintaining free and open access to the Internet for all users – individuals as well as large businesses?
If you answered yes to any of these questions, then you won’t want to miss the next Third Monday social media meetup. Because we’ve got Michael Geist as our guest speaker.
Dr. Geist is the Canada Research Chair of Internet and E-commerce Law at the University of Ottawa. He is a prolific and thought provoking blogger and a columnist on technology law issues in the Toronto Star, Ottawa Citizen, and BBC. He is a must-read for opinion leaders, policy makers and others interested in evolving our copyright and legal regimes to promote innovation in the use of the Web.
In the past year, Michael was a keynote speakers at the first mesh conference in Toronto as well as delivering the Hart House Lecture.
We’re very lucky to be able to have Michael speak to Third Monday.
So, if you’re interested in an evening of great conversation with an outstanding, thought provoking speaker, register online to attend Third Monday on March 26 with Michael Geist.
I’m thinking of attending Gnomedex this year. Gnomedex bills itself as “The Blogosphere’s Tech Conference.”
There are now so many blogging and social media conferences out there that I want to try to narrow down my attendance to only the best.
So, if you’ve attended Gnomedex in the past, could you please leave a comment telling me whether you’d recommend it to a new attendee? What sets it apart from other conferences?
Thanks in advance for your advice.
So, here I am at McCarran Airport and I’ve had a pleasant surprise. Free Wi-Fi in the International Terminal. This is the first time I’ve been in an airport with free Wi-Fi. I hope that other airports consider that Wi-Fi has become an essential tool for the business travellers that wander their halls. Not charging for this is refreshing. Thank you to the people of Clark County!
I had to leave midway through Shel Holtz‘s wrap-up of NewComm Forum. But Chip Griffin was able to stay for the session and he’s posted an excellent summary of Shel’s presentation. It sounds like Shel really did tie together everything we heard over the past two days.
And did we ever hear a lot! As always at these sessions, I go home with a lot to think about. And during the next few days I know I’ll turn back to my postings and rediscover things that were said that I’ll want to pursue further. That’s what’s great about conferences like this. Five or six nuggets that come out of the blue in different sessions. And that’s enough to keep me attending.
But the other great perk of attending this year was to renew old friendships and meet other people for the first time whose blogs I have read and appreciated during the past year. People like Kami Huyse, Shel Israel, Shel Holtz, Susan Getgood, David Parmet, Josh Hallett, Todd Defren, Phil Gomes, Brian Oberkirch, Chris Heuer, Giovanni Rodriguez and Jen McClure. (Thank you Jen for spearheading NewComm and the SNCR.)
Check out the photos from NewComm Forum on flickr.
So that’s it. Now for the schlep home to Ottawa – where the temperature’s -10C and there’s another good week of skiing left. And I’m … leaving Las Vegas.
The final panel at NewComm Forum featured Brian Oberkirch, Josh Hallett, Joel Richman, and David Parmet, on Managing crisis communications in the blogosphere.
Joel Richman led off the session with the case of PubSub, in which one of the company’s founders suprised the company’s management and his cofounder by announcing the imminent demise of the company on his personal blog. As a result of the post, virtually all of the key employees quit and gave up on the company. Richman and Parmet were consulting to the company at the time this happened.
So, what did they learn from this experience? What do you do if employees air dirty laundry into the blogosphere?
Josh Hallett argued that the blogosphere is a different medium, but that communications professionals should apply the set of experience and skills that they have built up in traditional media. The tried and true best practices will work in the blogosphere.
And what of accuracy in the emotional statements that rattle around the blogosphere in a crisis? Hallet suggests that the free monitoring tools allow communicators to pick up inaccuracies quickly. Search engines also support quick retrieval of original source articles and quotes in order to verify accuracy and establish context. Using these will enable a crisis manager to respond quickly to misinformation.
Hallett advises Corporate communicators to prepare to respond to potential crises by researching and bookmarking relevant entries on Wikipedia
Brian Oberkirch pointed out that the blogosphere enables communicators to listen into the conversation before a crisis. To identify opinion leaders and to understand the major beliefs and mood of the discussion. This foreknowledge will enable a crisis manager to enter into the discussion more effectively.
“It’s not that behaviours are different. It’s that the speed of the behaviours is accelerated enormously.” This is a real challenge for corporate communicators and management processes that are geared to the slower pace of traditional Mainstream Media.
How about Taco Bell’s recent experience with the consumer generated video of rats infesting a Manhattan store? Taco Bell responded initially with statements and traditional releases. It was clear that these did not match the visceral impact of the video. Finally, after five days, the company posted a response video on youTube. Unfortunately, the company’s response was a talking head video of a corporate manager speaking in corporatese. Which do you think was more compelling? The consumer generated video or the company response?
Josh Hallett suggested that “The social manifesto for blogging is forcing corporations and organizations to behave more responsibly.” Communications advisers should remember this and advise their clients to alter behaviour that might lead to crises.
Brian Oberkirch suggests the Slidell Hurricane Blog as an example of the potential for social media to play a positive role in crises. Oberkirch began this blog to share information on the status of friends affected by a hurricane. As time passed, the community began to share broader information and the Blog for a period became the primary source of information for people affected by the Hurricane.
Oberkirch also points out that in times of civil emergencies, text messaging may still be working when other media have failed.
Josh Hallett suggests that local emergency measures organizations should also maintain a list of the most prolific and most read blogs in their area. In the time of a crisis, these people may be helpful in distributing and amplifying information.
Brian Oberkirch suggests that crisis planners should be looking in the early hours of a crisis to identify the voices that are speaking out in the crisis. They may come from unlikely places. But when they do speak, they have the same access to an audience as anyone else.
One of the audience members pointed out that it is better to think about blogs as “opportunity communications” not crisis communications. There are many new avenues of communication and opportunities to connect with communities and concerned people, not only during the crisis but in advance of a crisis.
Joel: “Have a plan. A plan will allow you to act much more quickly. … You can do a lot to shape the conversation. You’re not going to be able to control the conversation. But you will be able to influence it.”
Josh: “Act more responsibly.”
Last word to Brian Oberkirch: “There is no magic bullet. There’s a lot of stuff out there and it will take a lot of work.”
I began my last morning at NewComm Forum with a session by Zane Safrit and John Cass on The importance of corporate culture to the success of social media programs.
Safrit is CEO of Conference Calls Unlimited, a small business in the phone and web conferencing business.
Safrit indicated that CCU abandoned traditional advertising in favour of social media.
He saw cost of paid search engine marketing increasing substantially at a time that he was cutting prices and costs. So, they pulled out of traditional advertising, including pay per click on Google and Yahoo.
They did not make a considered entry into social media. Instead, they were driven by necessity. Safrit was looking for a way to convey the unique attribute of his brand – the company’s employees.
He came across Seth Godin and was impressed with the potential of blogging for having conversations with customers. He tried it and learned through experience “There is nothing that cuts through that clutter like a blog – like a CEO’s blog.”
Safrit characterizes his corporate culture as “a band of creative control freaks. … Our brand is that little bit of space between the customers and everyone in the company. … I’ll do anything I can to give them the tools they need. … What everybody began to understand is that for us to be successful when we come to work we need to communicate very well.”
The IT Department can be a problem for this type of program. But it is essential to ensure that IT serves the strategy and doesn’t try to set it.
Safrit began his blogging as a personal project. And he did it this way for about a year. He moved it into the company strategy only when he felt comfortable that it would work for the group.
He then proposed to each of the company’s eight employees that they begin blogging. And he encouraged and guided them in their efforts. Some found that it wasn’t for them. Others thrived. And as the social media took hold, Safrit made social media the focus of the company’s marketing
Now, the company’s online press room features their employee bloggers front and center. There are also RSS feeds for the company newsletter and the Safrit’s CEO blog.
CCU also uses a Wiki for internal collaboration and discussions. Safrit encourages everyone to contribute, freely and openly, to the discussion. And he posts his own ideas on the Wiki. And by doing this, he believes that he sets a standard that encourages employees to feel comfortable to communicate honestly. It’s taken about a year for people to begin to feel comfortable that they can participate in this way.
Safrit believes that training is very important in introducing blogging into a corporate environment. “You have to tell people how it fits into the overall plan at the same time as you help them to learn how to use it.”
“I want something back from my investment in this. What I want back is participation.”