Comments and Commentary

I’ve been having an ongoing discussion with several friends about what keeps them engaged in blogging, podcasting and the like, and why they have shut down some of their older projects or put them on hiatus.   Some folks don;t feel like they are generating any sort of consistent audience or comments, so they lose steam thinking all their “work” and passion is somehow being lost in the void.

In order to figure out how valid this might be, I went back and looked at Forrester’s Social Technographic Ladder and statistics about online participation.  While people creating content online has increased to 24%, and there’s a huge increase in the number of Joiners and Spectators, the number of critics has remained the same at 37%.  Now let’s do a little math.  If we make the assumption that people creating content are by and large interested in having people respond in some way, like by leaving a comment on your blog, and that they do the same to blogs they read, we do the math and (37% – 24%) it looks like there’s only 13% of people not producing their own content on the web who are making the effort to comment or otherwise engage online.  That means the vast majority of any blogs audience are readers and lurkers, but not necessarily participants in the conversation.

This doesn’t surprise me all that much.  Number one, we have trained generations of people that you read information in newspapers or magazines, listen to the news on the radio or watch it on TV, but your ability to talk back and respond has never really been viable and meaningful until now.  You could yell at your TV, but no one on the other side could hear you.  You could write a letter to the editor, or call the station, but even then, you weren’t sure if what you said made any difference at all.  We’ve been used to broadcast, not interactive media.  And getting used to the very nature of conversation and give and take online is going to take breaking a lot of old habits of being passive recipients of information.

But if you look at people who do comment on your blog or work, that is like taking your audience and converting them into “hot leads”.  People who are willing to engage with you online, positively or negatively, have presumably given some thought, have emotionally engaged with your work, and are willing to do something about it.   They’ve taken an action, even a simple one, and done something in response to your work.   There’s probably a proportion of your audience who does emotionally engage with your work, but doesn’t have anything to add or feel they are furthering the conversation, but those that do comment- those are the actors- the ones you’ve fired up enough to respond.  That’s the essence of conversion of audience to leads to customers- your commentators are the ones that cared enough to become customers, even if the product you are serving is free.

The worth of ideas is measured in an ever-increasingly crowded marketplace, making it more important than ever to make sure your ideas are tagged, optimized, shared, retweeted and the like to get traction.  Sometimes what you say makes an impact- other times it doesn’t.  But comments are an indication of conversion to conversation, and it’s going to take a while to get people used to the fact that they can talk back and engage online.  But just because not everyone’s converting to be a “buyer” doesn’t mean you don’t have a lot of window shoppers and passive interest.  (Your blog stats will give you an idea of your passive consumers)  The trick is then to encourage comments and teach people what you want from them as an audience.  Justin Kownacki wrote about this in his post from about a month ago about asking his readers to be a better audience.  And I think it’s incumbent on all of us to make sure we let people know what kind of feedback we want and how we want it, while making it as easy as possible to manage.

That said, here’s mine:

I love getting comments on my blog.  If you want to keep a comment just between us, please send an email.  Any feedback is better than none- don’t worry about overdoing it.  If it gets oppressive, I’ll let you know

Commenting on the note version of the blog post in Facebook is great, too, but it doesn’t translate over to the main blog.  So if you want more people to see your comment, please choose to comment on the blog before Facebook.

Please let me know where to find your blog , website or any other online work, so we can connect there as well- I’d love to read what you’re writing.

And most of all, thanks for your time.

Tags: audience, blogging, commentary, comments, facebook, forrester, justin kownacki, participation, teaching

Questioning Ethics or When Can We Throw Stones?

My friend, Chris Brogan, has gotten some missiles lobbed his way because of a sponsored post he did recently over at his Dad-o-Matic blog regarding K-mart. Apparently, some people took offense at this, while others seemed to think it was fine (here, here, here, here, and here, to name a few)

Some people did not seem to think Chris was transparent enough, or that he was being purchased by Kmart, or somehow being less than honest, while some others felt this was a great word of mouth marketing campaign.

I have to say that personally, it put Kmart back on my radar screen as a destination to stop rather than always heading to the Walmart/Target alternatives, having given up on them some time ago, mostly because the stores in Delaware have been dim, kind of dirty and depressing, and haven’t had much beyond the dime-store quality merchandise I have come to expect from them. And by having a friend say that this place was surprisingly good and well stocked makes me reconsider Kmart as an option, rather than as a last resort shopping destination. I look at this as Chris doing the ground work for me, a field report, and it saves me time checking it out myself in advance.

I think this is exactly the sort of impact KMart and Izea were trying to create- a “Give KMart a Chance” rather than “Let me bribe some folks and hope for a positive result.” I also do have to chime in here and say that I think Chris did a great job at doing what they set out to do in a very transparent and full disclosure way- getting people to reconsider Kmart as an option for them. Chris used the money to buy some stuff for the family, and stuff for Toys for Tots, while other Bloggers were much more self-focused, and that’s okay as well- I have no problem with any of that. I think the only part that was vaguely disturbing was the wish-list aspect of what people would spend the $500 on in the comments, and how much of it seemed like a version of “And I want a fire engine, and a new pony and a …” just like any kid’s Santa wish list- not particularly about others, but much more self-centered, in a rather high-end way as well. Not a lot of requests for necessities, but for gadgets and bells and whistles- saying both that KMart has far more of that than I expect of them, and that in these times, we would spend a windfall on our wildest dreams, not on practicalities.

Some of the subsequent blog posts questioned Chris’s ethics and trust. I have a couple of problems with this, besides simply hating to see anyone attack a friend. Here they are:

1. It’s pretty easy to criticize, but it’s less easy to give someone a helping hand.

Everyone would like constructive critique- that’s how we get better- but very few people understand how to deliver it in such a way that it doesn’t harm you or your relationship with another person. “I don’t like that” or “He’s selling out” or “Maybe he just wanted the stuff” are toss away lines and don’t deliver any information back- they are content-free speech. Let’s put some analysis into your opinions- support them and stand behind them.

(Oh, and the super-secret tool to effectively critique anyone is to use the critique sandwich- tell someone a few things you like about what they are doing well, mention what you think isn’t going so hot, offer a few solutions you can even brain storm or discuss with the other person, and close on a positive note. People don’t deal with chili-peppers up their backsides very well, and if you couch it well, you get to maintain your pleasant relationship even if you said, at the heart of it, you suck. Moreover, when you are offering solutions as well as critique, you are directing the critique at the problem, not the person, meaning everyone feels like it’s a discussion, not a personal attack, so they can hear what you have to say without getting immediately defensive.)

2. In a competitive space, we all would like a piece of the action, or Avoid the Green-Eyed Monster.

Chris has worked incredibly hard over the past three years I have known him- so hard, that even when I do get a chance to see him, it’s like getting only a taste of a great dessert, and really wanting more- it tends to be brief and enjoyable, but never quite enough. I think it’s amazing to see how he’s grown and how many people listen when he speaks- and he does it in a way that makes the whole “social media meets business” world bigger for everyone who aspires to make a living at being a social media nerd.

That said, having the contacts and gigs Chris gets regularly aren’t the opportunities that come knocking daily on my door or of many of my friends in this space. But that’s not Chris’s fault, that’s mine, and yours and anyone else who hasn’t made a point of being in the right place at the right time, or connecting well to others, and allowing them to open previously welded-shut doors for us. You can’t hate on Chris until you hate on yourself and realize while you may feel you are as smart as Chris, but clearly, you have not been as strategic.

So this means I am incredibly proud of what Chris has accomplished. I do occasionally envy his opportunities or what he’s accomplished, but that’s just motivation to me to try harder and do more myself- it has nothing to do with Chris at all, really. I use him as an example of what can be done, and then I set my own goals and path, and work on executing every day. So I say to you- if you think someone else has an opportunity you’d like to have, figure out a pathway towards your goal and make it happen. You can ask others for advice, or even to open up doors for you, but understand that you will rise and fall on your own merits, and it takes a lot of practice and experience to get as good as Chris is, even on his off days.

3. If blogging and creating new channels of communication is going to be a business or job rather than a hobby, we need to support each other, not tear each other down. Bloggers get a bad reputation because people read the hate, the slamming of others, and rarely hear anything positive and constructive. Bloggers also seem to forget a) that there’s someone else on the receiving end of that rant ; b) many other people are listening as well, and you should always be able to stand behind whatever you say 100%; c) People and the internet have long memories, so if you ever want to do business with someone you are slamming, understand that they will probably have seen your stuff and will remember it, even if it’s only through a Google search to check you out before offering you a hand or to do business. Slamming people can be the equivalent of peeing in the pool- it makes all bloggers look like petulant children, and if you are going to hate on something, do it so it’s reasonable and constructive.

(For example, I recently slammed Norton for the anuual antivirus fee and the length of time it took to get the problem resolved. I do look at their protection as a bit like a yearly shake-down to keep my PC from exploding, but that’s only made worse when the purchase and installation process is equally painful and like having your kneecaps broken. I would not be surprised if Norton does not come to me looking for Social Media advice, and I am willing to take that risk. However, if they asked me how to make their service better, I would be more than happy to help, because if I feel this way, how many others feel similarly? In the end, it should all be about improving the product, business or service.)

I thought Bill Cammack had an interesting take on this, talking about how much money does it take for someone to borrow your own personal brand. I’ve wrestled with this this year with advertizement inserts on the LD Podcast in pre-roll. I made a respectable amount of money from the short term deal, and it was from Johnson and Johnson, throught the Mommycast & Friends channel, and it’s a brand I would stand behind because I have and continue to use their products. Likewise, my husband, an OB-GYN, has contacts at Johnson and Johnson for the samples they give away to new mothers at the hospital. We have spoken about the “baby soap guy” at home, and that they have data that their products are as safe, or safer than water in a baby’s eyes (not as drying), so I have no negative impressions of J & J from any possible source. I asked my community about the ad insert, and 95% of people said they didn’t care about the ad and it didn’t bother them. That was important to me, but it also raised the question of what would I promote and what wouldn’t I?

I think there are other brands of products I already use and love that I would be happy to shill for, because I love them anyway- Audible and Audible Kids for example- we are huge fans and have been using the service for almost 5 years now. I would talk about Amazon.com, because I spend tons of money there, and I like the ability to collect books I talk about and recommend in the affiliate store,. I have earned a total of about $15 from the affiliate store, so it isn’t about money- it’s about the convenience of creating a personal library/bookstore for my community. I have talked to authors and about books I love for no money, and I have spoken extensively about the Livescribe Pulse Pen, because it has been wonderful for me, and I had a great conversation and interview with their educational advoisor for the podcast, about how and why this gadget was useful, especially for kids with learning issues in the classroom. The Livescribe people have not paid me one dime, but I have sent out coupons to friends for 10% off and free shipping, and let people play with it when I have had it at conferences, because I think it’s amazing, not because there is any quid pro quo involved.

I guess what I’m trying to say here is that I am willing to talk about products, books, stores and things I love not because it’s quid pro quo, but because I can say something useful and of value to others. And I am willing to talk about things I love when I am being paid as well, but I think all of us in new media probably won’t take ads for stuff we don’t stand behind or don’t think fit with our community, because that doesn’t help the brand, and doesn’t help us with our audience. Why should I take money from someone and then be hateful about it? That’s like biting the hand that feeds you. And besides, constructive critisism, as said earlier, is much more useful than a simple “you suck” which does nothing to give anyone a reason why something is worth your attention or not.

I heartily believe that as much as possible, unless something is truly a dreadful experience, you try to be nice, respectful and honest. You say what is good and what may not be, and I think I felt Chris’s post on KMart was honest and balanced in that regard.

But mostly, I think the social media tribe has to learn how to be honest, transparent and respectful when it comes to each other, and understand that sometimes, our objections are more about wishing we had the chance to be one of those “influentials” who were getting the chances and opportunities to be a star, and less about the other person “selling out”.

Tags: bill cammack, blogging, borrow your brand, chris brogan, disclosure, honesty, jealousy, kmart, money, selling out

Blogging- The Legal Side

Another great post on the subject is as follows:

Another Blogging in the Workplace Article

Here is a somewhat biased view about blogging policies in the workplace by two management-side attorneys (Littler Mendelson), but nevertheless this article from Law.com provides a nice overview of many of the issues that confront employers when they are thinking about protecting their interests in light of employees blogging at and away from work.   There are also some interesting ideas, such as establishing a “blogging oversight committee,” which merit further consideration.

Take home point for employers from this article: have a restrictive as possible blogging policy which does not permit employees to undermine corporate interests on-duty or off.

Personally, I think the authors give short-shrift to the privacy interests of employees away from work, especially in states in which off-duty conduct statutes are on the books or in situations in which employees are unionized, protected by civil service laws, or otherwise have just cause protection.   I think a more subtle balancing of employer and employee interests is called for when employee blogging starts impacting employer interests.

Also, I think the “Big Brotherism” (authors’ terminology) engendered by such aggressive blogging policies will inevitably cause negative effects on the morale and productivity of the workplace.

Lastly, From The Labor Law Prof blog, written by a law school professor who deals specifically with Labor and Employment law:

Employer Blogging Policies  (from 2006)

Makovsky and Co. released a survey of employer blogging policies (see here for the press release and here for the survey itself).  Among the highlights:

• Only minorities of top executives surveyed are convinced to “a great extent” that corporate blogging is growing in credibility either as a communications medium (5%), brand-building technique (3%), or a sales or lead generation tool (less than 1%). In contrast, most executives are somewhat or not at all convinced of blogs’ growing credibility in these areas, (62%, 74%, and 70% respectively).  (Note- this is 2006 data, and while I believe that this has changed substantially, I could not locate any more recent data or surveys to compare with this one.)
• Nearly half of senior executives polled do not have corporate policies pertaining to blogging, although 77% believe that their organizations should address such policies.
• Even though 12% of senior executives say their companies have taken legal or other action in response to a blog, only 20% report having a formal process in place for monitoring blogs written about the company.
• A minority (15%) say that someone in their organization is currently writing a blog related to the company or its activities.
• Only one in five (21%) report reading business-related blogs once a week or more frequently.
• Only 30% of senior executives report that they have a thorough understanding of the term “Internet blog.”
• Forty percent believe that their companies should have corporate policies to address the writing of blogs unrelated to the company or its activities. This compares with the 77% who believe their companies should have such policies concerning the authoring of blogs sanctioned by the company.
• Further, 8% report organizing a team of dedicated people to write sanctioned blogs about the company and its activities.
• Three percent said their company changed its product, service, or policies because of publicity generated by a blog written about it.

Hopefully this has been helpful in giving you an overview of blogging in the workplace- I’m also working on a post about getting blogger’s errors and omissions insurance, and I’ll give you the ins and outs of that as well, if I can ever get the agent to return my call.

Tags: blogging, employee blogging, employer, law, legal