community

Social Media Policy: Does your company need one?

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Maybe, maybe not.

I’ve been thinking about this topic for the past week or so. For some reason, it keeps coming up in conversation, and I keep running across discussions about blogging / social media policies while I’m reading about related topics.

Paul Dunay did a survey with a question about blogging policies and found that 63% of companies surveyed did not have a formal policy in place regarding employee blogs. As an aside, please notice that only 86 people responded to this question and his research does not include any demographic or research methodology data, so I would be cautious about using this data to make any significant decisions. With that said, it got me thinking about whether blogging policies were important or not. He also suggested in his analysis that it might be better to think of social media policies, rather than limiting it to blogging policies.

I also ran across one of Jeremiah Owyang’s posts about Social Media Policies from a couple of months ago where he suggests leveraging and building on the existing ethics policies while trusting employees to do the right thing.

In my experience, stringent rules and regulations encourage people to find ways to work around them. When companies come up with big lists of specific do’s and don’ts, too many employees use them as an excuse to skirt the rules (well, they didn’t say that I couldn’t do x, y, z). Broad guidelines based on good practices might be a better way to go. When I worked at Intel, we had frequent ethics training, and I remember an instructor saying that most things could be decided by thinking about the following 2 questions:

  • Would I want my mother to know that I did this?
  • Would I be embarrassed if I read about it on the front page of the Wall Street Journal?

As far as I am concerned, that just about covers it for me 🙂

It seems like quite a few companies go with a list of rules and regulations approach. While social media policies of the rules and regulations variety may not be the best way to encourage participation in social media sites, some social media guidelines for your employees might be a good start. The guidelines should cover blogging, podcasting, comments, Facebook, Twitter, and other social sites. I would keep the list of guidelines short and broad with a focus on helping employees participate in social media rather than restricting them to a list of “approved” activities. Again, this is not intended to be a list of rules and regulations.

Here are a few things you might want to include in your company’s social media guidelines for participation:

  • Be authentic, honest and conversational in your posts. Leave the marketing speak and press release format for other parts of the website.
  • Use good judgment about content and be careful not to include confidential information about your company, customers, or vendors.
  • Listen to people and respond to as many comments as possible with constructive feedback. Allow negative comments (delete the spam) – the key to managing comments is to respond rather than censor. Avoid getting defensive and ignore the trolls where appropriate.
  • When you talk about your company or competitors, do so under your real name making your alliance with your company clear (no company wants a repeat of the Whole Foods message board fiasco). If you are providing your opinion, it is also a good idea to make sure people know that you are giving your opinion.
  • Peer reviews, especially for lengthy or complicated posts, should be encouraged, but not required. It’s always nice to have someone double check grammar and technical details before it goes out to the world.
  • Personal blogs for employees should be encouraged. They are a great way to show the world that you hire smart, interesting people.

A few things that you might not want to include in your social media policy:

  • Lengthy approval processes for content. They not only stifle creativity and spontaneity, but they can also render many posts obsolete. Social media often requires quick, short responses to questions, trends, and issues. You want your employees to be involved in those discussions as they happen, not days or even hours later.
  • Restrictions about who is allowed to participate and who is not. Assuming that you hire great people, you should be able to provide employees with guidelines to participate and trust them to do the right thing. If someone isn’t playing nicely with others online, it should be addressed as part of a broader performance management plan with that specific employee.

I also have several other posts on similar topics about best practices for blogging and participating in social sites:

This is not meant to be an exhaustive list, and it probably wouldn’t work for every company; however, I do think it provides an interesting starting point and approach for working with employees to help them participate in social media (rather than restricting them from participating).

What do you think is important to have in a corporate social media policy?

shared links

Recent Links on Ma.gnolia

A few interesting things this week …

Think Before You Voicemail

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Musing about Information and Long Tail and Publish-Subscribe

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NEVER TELL A VC. . . : Texas Startup Blog

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8 Things You Should Include In Your Terms of Service Agreement – FreelanceSwitch – The Freelance Blog

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Bit.ly: Please Use This TinyURL of the Future – ReadWriteWeb

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Community: The Secret Sauce of a Successful Internet Startup » Silicon Florist

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View all my bookmarks on Ma.gnolia

legion of tech

Mark Shuttleworth in Portland for Legion of Talk on July 21

Mark ShuttleworthAre you going to be in Portland on July 21st (the Monday of OSCON)? If so, you won’t want to miss Mark Shuttleworth speaking as part of the Legion of Talk series brought to you by Legion of Tech. This is the second in the Legion of Talk series (Gary Vaynerchuk spoke to us last week). Mark will be talking about 2 things: Ubuntu and his experiences traveling in space. I am in geeky heaven with that combo 🙂

The Details:

July 21, 2008
McMenamins Mission Theater
1624 NW Glisan St
Portland, OR 97209
6:30pm to 8:00pm
Doors open 5:30pm (come early, have dinner & hang out with us before the talk)
RSVP on Upcoming, but also get a ticket on the Legion of Tech site

Related Fast Wonder Blog posts:

rss

Yahoo Pipes: Major Upgrade to the Twitter Reply Sniffer

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With all of the many problems Twitter has been experiencing lately, the tools that people use for Twitter have also been unreliable. The Twitter Reply Sniffer has been mostly broken for a couple of weeks due to the unreliability of Tweetscan. I spent some time playing with Summize and Twittersearch, but I found that both provided slightly different results. Both occasionally miss tweets, but they didn’t seem to be consistently missing the same tweets. I also decided that relying on a single service for this pipe was a bad idea, so I wanted to use multiple services to improve future reliability.

Today, I am releasing a major upgrade to the Twitter Reply Sniffer pipe to reduce the dependency on any single service. I have been testing it out in a copy for about a week, and I’ve been happy with the performance. If you are already using the Twitter Reply Sniffer pipe, it should just automagically start working for you in the next few hours, since I moved my changes from my copy back into the production release.

Usage:

  1. Go to the Twitter Reply Sniffer
  2. Enter your Twitter username and click “run pipe”
  3. Grab the RSS feed output

I want to thank Justin Kistner at Metafluence for creating the first rev of this pipe. He came up with the idea to do this and found the services that made it possible. I cloned his original version and have been making minor tweaks along the way that seem to have taken on a life of their own as things like this frequently do.

Here’s a brief history of the evolution of the Twitter Reply Sniffer Pipe:

Please let me know if you see any issues or bugs by leaving me a comment on this post.

Related Fast Wonder Blog posts:

community

How to Get a Community Manager Job

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A couple of weeks ago, I wrote a similar post, but from the opposite side: Hiring a Community Manager. This week, I’ve received emails from several people asking about how they can become an online community manager. I thought it would be a good idea to write this post for people who want to be hired into their first community manager job.

Start by reading the Hiring a Community Manager post. It has many links to blogs about online community management, the role of the community manager, community research, job boards focused on community manager positions, and much more. It will also give you insight into the thinking that employers might be doing when selecting a community manager.

There are a few things that you can do to build your expertise in community management to improve your chances of getting hired. They fall into 3 main areas.

  1. Participate. You can build a lot of expertise by participating in existing online communities as a user. Find something that you are passionate about (restaurant reviews, happy hours, guitars, underwater basket weaving, whatever), and find a community of people with similar passions. Participate in a couple of these communities, and post regularly. Use the experience as a member to see what works well and what doesn’t, and think about how you would make the community better if you were responsible for it.
  2. Share Knowledge. Take what you have learned and share it with other people. Start a blog that is focused on community management, and share what you are learning. Do research on other communities and blog about what you find. If you want to expand out past writing, you could do video / audio podcasts or other various methods to communicate about what you have learned. When you begin interviewing for community manager jobs, you will have a nice base of information to share with prospective employers, and the blog should have a prominent place on your resume.
  3. Volunteer. Help a local non profit organization build an online community and be the community manager for that new community. This could be an online community of volunteers or an online community related to the purpose of the organization. Nothing demonstrates your abilities as a community manager better than a working example that prospective employees can see in action.

I’ve focused on what I think are the 3 most important things you can do to build your community management skills. Jake McKee has a couple of good posts on this topic as well with a few more ideas, including sample courses for college students to take:

I know that quite a few community managers read this blog. What do you think? Is there something more important than these three things for someone wanting to break into the field? What would you suggest?

Related Fast Wonder Blog posts:

General, portland

Demolicious!

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The Portland Web Innovators meeting this month is devoted to 5 demos aka Demolicious.

Metroseeq (Kevin Chen)

This grew out of a free food association for college students. Metroseeq is a way to search for local discounts and is tied into Google maps, so you can get very local, targeted information based on a specific area, intersection, or address. You can search for coffee near an address and see whether or not they have a current discount available. If you know about a deal that isn’t already entered, you can share that promotion with other users. It also has a “Wheel of Meals” – like the wheel of fortune that you can spin during those indecisive moments when you can’t decide what to eat.

XFN Spider aka Do-it-yourself Friendfeed (Don Park)

You need a better way to find your friends on various networks. You can manage your own friend lists with rel=”contact” in a regular html page, and you can also use rel=”me” to connect pages that describe you. XFN Spider can look at those me links, spider to the friends listed on those pages, create an OPML file and get all of this information in an rss reader. The spider is pretty cool, and I’m going to have to take a closer look at this. It also reminded me to finish adding my rel=”me” tags; I added a couple a while ago, but was distracted by something shiny and never finished adding them.

Interface Content Management Framework (Matt King)

It’s a CMS that builds CMSs, so it’s really a CMS framework. Create pages and templates from an admin interface, easily rearrange them, and do basic maintenance. Then you can add models that create dynamic content and build any kind of content that you want tailored to your site through a fairly simple interface that specifies fields for the pages. These models are used to add individual content into those fields for the pages. It’s a pretty slick DIY, highly customizable CMS. It will be available soon from Instrument, but hasn’t been released yet.

GoLife Mobile (Mounir Shita)

GoLife Mobile has an open platform for mobile applications. It’s an object-oriented development framework with a revenue share built in to give developers a way to monetize their applications. It has personalization technology and has semantic web capabilities.

Green Renter (Lev Tsypin)

Green Renter provides an easy way for people to find green buildings to rent. The goal is to be the resource for sustainable buildings starting in Portland, but expanding out to other areas. Owners can list their buildings by providing detailed information about what makes it a green building. Renters can then find sustainable buildings and view the detailed information about the building.

The evening festivities were also recorded, so I imagine that the video will be available from the PDX Web Innovators web site soon

rss

Identi.ca Reply Sniffer

9 Comments

It looks like a few of us are starting to play with Identi.ca. It’s just like Twitter, but without the community and without any real tools to support it 🙂

Anyway, there doesn’t seem to be a good way to track @replies. I’ve put together a quick Yahoo pipe that will catch at least some of your replies. This is highly experimental (pre-alpha stage maybe). Welcome to the Identi.ca Reply Sniffer Pipe.

I’ll try to make some improvements to it over the next couple of days, but in the meantime, feel free to leave me suggestions in the comments on this post.

Usage:

  1. Go to the Identi.ca Reply Sniffer Pipe
  2. Enter your username and click “run pipe”
  3. Grab the RSS feed output

Related Fast Wonder Blog posts:

General, legion of tech

Gary Vaynerchuk at Legion of Talk

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Tonight is the first in what will hopefully be a series of guest speakers for Legion of Talk, a Legion of Tech. event. Gary V. is in town for his book tour at Powells, and we were lucky enough to snag him to talk to us about how he has used social media to grow his family wine business.

Here are my raw notes from the event:

Gary would like to meet every human on earth, and it looks like we’re bringing him about 150 people closer to his goal at this event.

He comes from a traditional retail background in the family wine business. His original passion was selling baseball cards, but when he realized that people collect wine, and he could bring those passions together.

He went from running the company to walking away and spending 18 hours a day working with the online wine community, but he loves it. If you aren’t loving what you do right now, you need to embrace your DNA figure out what you want and do it now. Figure out what you want to accomplish and work backwards from the goal. Right now we are in a gold rush – the early adopters will get the gold. By sitting and talking about what he knew, he’s been really successful with his book deal, speaking engagements, consulting and more. If you really do what you love, you can work the ridiculous hours it takes to win. 99.9% of people out there don’t know what Twitter is. It isn’t over. It’s just getting started. Email is over (especially with the younger crowds), but social media is really just starting.

You need to be patient. He loves his community, and he answers a thousand emails a day. It isn’t scalable, but he loves the community more that he loves himself. When people ask a question that he doesn’t know, he researches it and finds the answer. He really likes people and what he does. Giving back is in his DNA.

Go to the niche of what you love, and really narrow it down. Get specific. Put out awesome content, but the show isn’t important. Content is king, but marketing is the queen and the queen runs the household. After you publish the content, It’s all about building the community and spending as much time as you need. If you love it, you’ll be doing this anyway. Become part of the conversation for what you love, and then really attack it. This works for your brand (as a person) or your corporate products. Be good to the consumer and build businesses by word of mouth. Word of mouth is out of control right now with existing social media tools. The conversation will happen, nothing is hidden, and you have to completely embracing it. Bring your dark secrets out on your terms before someone else does.

The long tail is way longer than we know. Twitter, Facebook, Pounce, and other social products will continue to grow, and everything is at our fingertips. There are so many cool and interesting things that people are doing with technology that you can embrace if you are passionate enough about it. Make it about you. Gary talks about wine, and the NY Jets, and WWF, and … You need to look for excuses about how you can, not how you can’t.

The platforms now are basically free. It isn’t about the platform, and don’t chase other business models. If you do something really good and unique, people will watch it. You have to be authentic and real to build your personal brand. It all comes down to how good you are. It’s all about the advertising and monetizing around your passion. Advertisers are moving into it slowly, but they are moving into it. It is about the patience. Tier 1 advertisers have to die and the tier 2 advertisers are going to move into this area and be successful. You have to hustle to make the money. Look at Google ads to see who is already purchasing advertising on your keywords. Talk to people about advertising.

Don’t look at where the money is; look at where your passions are. Doing something because there is a lot of money in it won’t be authentic. He missed the whole blogging thing because he doesn’t like to write. He saw Lazy Sunday, and knew he had to do this video show.

People are people. It’s about the people and having a clear message that is authentic and not over-polished. He wants people to be real, authentic rats. Don’t worry about whether it is new media, old media, whatever.

Force the world to come to you.

The most important question is “how can I help”. The reason he is here at Legion of Talk because Raven worked with him to donate wine to iPhoneDevCamp. You get a lot back when you give to people. Give 80% to every relationship & that 20% that you get back will be so delicious that you won’t need anything else. You have to give back to your community.

He pumped out 200 shows before he started getting much interest. Stop consuming content and start producing. He doesn’t have time for reading or TV. He’s popular because he puts out.

A side note / insight from Gary: Naked women on the internet is good business 🙂

Want to see other cool people talking to the tech community here in Portland? If you know of any other big names in the tech community coming into town for other events, Let us know, and we’ll try to schedule them into a Legion of Talk event.

blogging

Are Corporate Blogs a Joke?

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Yes and no. Many corporate blogs are neglected, dull, and unimaginative, but they don’t have to be like this.

According to the Wall Street Journal:

Many businesses have launched corporate blogs in an effort to better communicate with customers and capture a little Web-2.0 mojo. But Huffington Post they ain’t: Not only are these corporate blogs boring as paint, but the businesses behind admit they don’t have much value. (quoted from the WSJ Business Technology blog)

The WSJ article also refers to a Forrester report (I don’t have access to Forrester data):

Forrester found that most B2B blogs are “dull, drab, and don’t stimulate discussion.” Seventy percent stuck to business or technical topics, 74% rarely get comments, and 56% simply regurgitated press releases or other already-public news. Not surprisingly, 53% of B2B marketers say that blogging has marginal significance or is irrelevant to their strategies—the rest call it somewhat or highly significant–and the number of new corporate blogs among the companies Forrester tracks has dropped from 36 in 2006 to just three in 2008. (quoted from the WSJ Business Technology blog)

This doesn’t surprise me. I’ve seen many corporate blogs that were as dull as dirt: filled with press release content, marketing fluff, and old content. However, it doesn’t have to be this way. Corporate blogs can be interesting and useful with a little focus and time devoted to it.

Here are a few tips to help turn your boring corporate blog into something successful

  • Have a person who is responsible for your blog (probably part of someone’s job). He or she will need to be responsible for driving (but not necessarily writing all of) the content for the blog. Nagging and writing will be a big part of this person’s job.
  • Create a content roadmap to map out the next 5-10 posts, identify an author for each post, and make sure that the author has everything needed to complete the post (data, etc.)
  • Diverge from the content roadmap frequently to allow for serendipitous blogging.
  • Monitor popular blogs, news sources, and events in your industry and respond to what others are saying. Join the conversation.
  • Focus on thought leadership. Blog about the things in your industry where your employees have expertise that can be shared with the world. Don’t just talk about your products; focus on your entire industry.
  • Talk about a variety of topics. Don’t get stuck in a rut where all of your posts have essentially the same or similar content.
  • Monitor and respond to comments on your blog. Also monitor what people are saying about you on other blogs, forums, Twitter, etc. and respond where appropriate.
  • Have fun. Don’t be so serious. You can include interesting things that are happening within your company that aren’t necessarily work related (photos from a company ski trip).

Examples

There are a few companies that do a good job of corporate blogging from a content perspective.

  • Vidoop. A wide variety of employees pitch in on the corporate blog (not just the execs) to talk about a wide variety of topics. You’ll find some very interesting perspectives and thoughts about their industry (OpenID, identity, etc.) mixed in with links to important industry news, interviews, new features, announcements, site maintenance, and more. One of the more interesting topics lately is a series describing their move from Tulsa, OK to Portland, OR.
  • Google. While this blog has a lot of posts that look like they could be press releases for new products, most of them don’t read like press releases. Google has a pretty good mix of product pieces along with general information (keeping kids safe online, fighting spam, etc.) and a few fun posts about activities that Googlers participate in.
  • Southwest. Along with announcements about when booking opens for the winter holiday flights, the Southwest blog talks about environmental concerns, awards, burgers, beer, and water balloons.
  • Zappos. This is probably one of the most fun corporate blogs I’ve seen in a while. They talk about the origin of French heels, running tips, history of the penny loafer, baby quail, rock band, Mexican food, and much more.

I have noticed that corporate blogs, even many of the good ones, tend to get fewer comments than other types of blogs, but I’m not sure that the number of comments is a good measure for the success of a corporate blog. I would be curious to hear in the comments whether others have noticed a similar trend. Does it matter how many comments you get on a corporate blog post?

With a little effort, you can have a successful corporate blog. It just takes focus, dedication and resources; however, the payoff in search engine optimization and thought leadership in your industry is well worth the time and effort to put together a great corporate blog.

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Open source, Linux kernel research, online communities and other stuff I'm interested in posting.