I am amazed the quality of this little itty-bitty Creative VADO HD and how cool Motionbox, my client, is for hosting HD video — I mean, come on! I never thought that something the size of a pack of 100s would be able to take low-light video like this!

Joe Gerstandt Speaks, originally uploaded by Chris Abraham.

Joe Gerstandt speaks about the revolutionary and transcendent nature of social media and social networks and how we, all of us, are personally responsible and in charge and the leaders of our futures and that social media really and truly allows us to be architects of our future and the future. Amen, brother! Check out Appomattox News!

You are not too late to enjoy the benefits of social media — you will never be too late — because the spoils in social media marketing go to the company that can maintain its social media participation over the long haul over the long term. Start now, start later, and I guarantee that if you’re a lion-hearted social media marathoner, you’ll probably best your competition.  Anyway, Joseph Ratliff did a brilliant job getting you motivated in How The Social Media Promotes Your Business:

The great thing about social media marketing is it offers a place to talk about your business in a new setting that is a lot less threatening than many other types of advertising. Social media is not about the hard sell. Instead, it focuses on creating relationships with people. Social media allows business people to share some of their personal lives with others. This helps to overcome any fear or reservations connected to buying from people online.

If you’ve started a blog for your business, you already have your foot in the water. The next logical step is to begin commenting on other blogs related to your business. Spend some time searching for a few blogs that you enjoy and subscribe to them via an RSS feeder to manage your time. This will allow you to follow several blogs without having to go to each one every day. When you find a post you can contribute a useful comment to, go to the site and offer your thoughts. Leave a link, if you can, so the audience can link to your own blog. Make this a part of routine at least three times a week.

Next, choose one or two social media communities to join. There are dozens and dozens out there, so do not try to become visible everywhere. Two of the most popular social media communities for business networking are Twitter and Facebook. Both of these are effective sites to increase your relationship building skills with prospects. Combine some personal tidbits with some business information until you discover the perfect mix of both. Do not just focus on building big numbers of friends or followers. It isn’t all about the numbers. Instead, build a little slower and spend your time interacting with the people you meet.

Metro has been Verizon’s bitch for as long as I have known.  I wonder if the following means that the DC WMATA is opening up the cell phone network to other networks — let me know if that is what it means.

There’s been talk of this for a while, but WMATA announced a little more of a timeline today: Twenty of the busiest stations will have cell phone service by the end of this year, and the entire system will have it by 2012.

While I certainly have no interest in listening to a train full of people shout to be heard over the tunnel noise, I look forward to actually being able to text and use Twitter from the train- many has been the time when the people I’ve been on my way to meet have tried to reach me, only to be thwarted by the Metro Cone of Silence. (Via We Love DC)

I have an AT&T and a T-Mobile handy right now and neither of them are Twitter-worthy when on the Metro, which is a drag.  I got completely used to being able to use my phone in any way I pleased while running around Berlin and the rest of Germany is the U-Bahn, deep under ground, in the S-Bahn, deep into the suburbs, and on the I.C.E. train hither and thither.

So, what’s the news here in Washington, DC?

When I realized that I could download the OPML file from the Power 150 site and then hack it around into a contact list of over 900 of the top advertising, marketing, PR, and SEO bloggers on the planet, I did so.

Ever since, I have been scheduling calls with all of the folks I have been admiring on a daily basis. Two days ago I spent an hour on the horn with Lee Hopkins, “one of Australia’s leading thinkers on communication strategy in an online environment,” who is, in fact, one of the World’s leading thinkers on communication strategy in an online environment.  We had a great chat — and amazing talk!

At the end, Lee asked me if he could blog the conversation and I jumped at the opportunity and late last night Lee published Is email marketing still relevant in a 2.0 world? which is not only the most complete description of what we at Abraham Harrison LLC do on a daily basis but it is said in a better, more comprehensive, way than I could even conceive of doing myself.  Here it is, in full.  Be sure to visit (and subscribe to) Better Communication Results, Lee Hopkin’s blog.

Is email marketing still relevant in a 2.0 world?

G’day – thanks for returning!

I just finished a fantastic conversation with Chris Abraham, the President and COO of AbrahamHarrison.

If you’ve been around the internet for a while, especially in the ‘marcoms’ (marketing communications) space, you would certainly have heard of Chris; if not of the man himself then certainly of one of his marketing and outreach programs.

Chris is one of those select few online marketers who’s text doesn’t read like a traditional online direct mail piece – you know, with LOTS OF CAPITALS and heaps of bold text and yellow highlighting and italics and

• bullet
• points
• a-
• plenty

and testimonials by the kazillion…

I could point you to a zillion of those sites – which is not to say that the style of marketing they use is not successful; it is, otherwise they wouldn’t keep doing it. But you know as soon as you see the huge, bold, bright red and often in CAPS headline what to expect for the rest of the (very) long toilet roll of a page.

Chris takes a much softer approach, always has done, and it seems to work for him and his style of copywriting.

Video, the radio star and plain ol’ bandwagon idjuts

With the advent of Web2.0/Social Media there were many ill-informed and just plain ‘bandwagon’ pundits who hailed the death of traditional communication tools such as email, web1.0 sites and – gasp – newspaper, magazine, radio and television.

Much as television didn’t kill radio as force it to rethink its place and find its niche, so too with Social Media. Every new technology platform or societal change brings with it a change in how all that came before it must view themselves and continue to offer relevancy.

Radio didn’t die, newspapers haven’t been killed off, I can still pick up plenty of magazines that appeal to all demographics and both genders from my local newsagent, and email hasn’t disappeared off the radar (if my bulging inbox every morning is anything to go by).

So it was fantastic to finally chat with someone who, like me, believes that email is STILL a fundamental part of the marketing toolkit.

In talking with Chris today, he was genuinely flattered that a fellow copywriter would find his material engaging; I thought it was brilliant reading and his deployment strategies for his clients brilliantly executed.

You see, Chris, like me, believes that email won’t go away, but WILL have to change in order to survive in the new communication landscape. Our shared view is that it will have to evolve in a couple of ways:

1. Shorter emails will be the best way of getting people’s attention
2. Long-form emails are best saved for newsletters; trying to ‘sell’ via email will become even harder to excel at.

If you’ve ever received one of Chris’ emails, you will be stunned by several things:

1. They are short – only 2-3 paragraphs
2. They link off to a SMNR (Social Media News Release) that gives a far more in-depth level of information (and all the material you might need to help you spread the word or get involved)
3. If you email Chris or anyone of his team back you WILL get a response, usually within 24 hours (Chris says they try to get back within the hour, but time zones can sometime defeat them)
4. The emails ‘read’ like they were written by a human being, not by a ‘PR’ flack or a ex-journalist hack; they aren’t full of ‘me, me, me’ stuff telling you how wonderful I (the company) am, but neither do they ‘strip-tease tantalise’ you so that when you do click on the link you end up feeling cheated
5. You get the very real feeling that there’s someone real at the end of the email.

Here’s an example (taken from my post about the Fresh Air Fund):

Hello again, Lee

On Sunday I asked if you would kindly help me spread the word about 200 inner-city children I have yet to place with host families in August. I apologize for following up so soon, but time is of the essence and you know how funny email can be. To make things simple, everything is collected into an online resource page http://freshair.smnr.us

This appeal comes straight from the top, so please do not hesitate to contact me directly.

Yours sincerely,

Sara

–
Sara Wilson
Fresh Air Fund
sara@freshair.org
www.freshair.org

Sara is a real person, not a ‘fake’ character. I sent her an email yesterday, wondering if her ears were burning, because Chris and I were talking about her:

G’day Sara,
Just finished the phone call with Chris — oh boy! Were your ears burning? They should have been!!!
Kindests,
Lee

From: Sara Wilson [mailto:swilson@chrisabraham.com]
Sent: Tuesday, 24 February 2009 2:02 AM
To: Lee@leehopkins.com
Subject: Re: Fellow Power 150 blogger

Hello Lee,
Just a quick note to re-confirm that Chris will be calling you at 10 am, your time, tomorrow (Tuesday).
No need to reply unless something has come up on your end, otherwise he will speak to you in about 7.5 hours!
Best,
Sara

In reply, Sara said,

Lee,
And I thought it was just hot where I was last night … 
It’s very kind of you to mention it, thanks.   Chris is a great guy to work for, and generous with compliments, but it’s always nice to know that someone appreciates you, isn’t it?
Cheers,
Sara

Controversy

Because Chris and his team start any campaign with an email-based blogger outreach, some of the ‘holier than thou’ social media purists occasionally give him ‘stick’, or snicker behind his back and call him a ‘spammer’. Not true – the team are very hot on ensuring only a good taste remains in the mouth of any blogger they contact, and of only offering bloggers something of actual value to the blogger.

Which is a behaviour totally unlike the hapless, clueless and insulting PR flacks who regularly show up on The Bad Pitch Blog and who attempt to fill my inbox with material about electronics, or sanitary napkins, or (ahem) extension kits, or pharmaceuticals shipped from Canada. Thank goodness I have SpamArrest to filter them out before they hit my inbox!

Chris and his team have painstakingly built up a list of nearly 35,000 bloggers across several different demographics and topic areas of interest. Visiting their blogs, they harvest their email address. They then politely email them once to offer them something of interest – if the blogger likes it, they very often blog about it; it they don’t then they don’t. What is fascinating is the response rate Chris gets for his clients.

Word of mouth and gossip-sharing amongst internet marketers has the average rate of sales of anything (be it a blog post or an ebook or a ‘course you cannot live without’) as around 0.01-0.05% from an initial mailing, with the follow-up mailings increasing that to, perhaps, 1.0-2.0%…

Chris and his team regularly get a takeup in the order of 5%, which is phenomenal. In addition, once you start developing an email relationship with anyone in their team (as I have with Sara Wilson) then all future mailings will receive much more attention than would otherwise be the case. A case in point is my own, later, post on the illegal cluster bombing being carried out in South Ossetia and The Survivor Corps run by activist and author of the very powerful book,  I Will Not Be Broken, Jerry White. It is only because Sara had taken the time to develop a relationship with me over previous months that I read and responded to the material from Jerry White. Without that relationship I would never have bothered with a topic outside of my normal areas of interest.

It is the classic ‘relationship marketing’ that Social Media Marketing pundits claim to aim for but rarely achieve.

Goodness, if I could have a dollar for every new ‘expert’ that’s popped up in the Social Media space I would retire a very rich trillionaire (and at the same time wondering how you could be a trillionaire and not be very rich – I guess if you were living in Zimbabwe you wouldn’t be…).

You wouldn’t believe the number of ‘leading social networking and social media marketing experts’ who have suddenly come out of the woodwork and set up communities in places like LinkedIn, Plaxo, Facebook, etc. Curiously, I’ve never heard of these folks before. Most of them don’t even have blogs, or if they do those blogs have only been around for less than a year. Curious, hey?

But Chris, on the other hand, has been around for a long time, has figured out what works and what doesn’t, and as evidence offers the following case studies:

• Energy Bill 2007 Case Study
• Financial Services Reputation Defense Case Study
• Firebrand TV Case Study
• Fresh Air Fund Case Study
• International Medical Corps Case Study
• Movie Producer Reputation Defense Case Study
• Snapple Antioxidant Water Case Study
• Survivor Corps Book Promotion Case Study

If you want to see the sort of posts that are associated with Chris’ kind of blogger PR pitch outreach, here are some examples:

• Thank You Operation Survivor Bloggers
• Thank You All Who Supported International Medical Corps!
• Thank You Again Survivor Corps Bloggers
• Thank You International Medical Corps Bloggers
• Thank You Fresh Air Fund Holiday Bloggers
• Thank You Fresh Air Fund Bloggers
• Thank You Fresh Air Fund Camp Counselor Bloggers!
• The Powerful SEO Benefits of Blogger PR Outreach
• Happy Thanksgiving from Abraham Harrison

Here are some examples of client SMNRs from Chris and his team that I especially like:

• http://anamigo.smnr.us
• http://freshair.smnr.us
• http://banclusterbombs.smnr.us
• http://freshairfundcounselors.smnr.us
• http://survivorcorps.smnr.us
• http://iwillnotbebroken.smnr.us
• http://internationalmedicalcorps.smnr.us

So what???

The whole point of this post is NOT to fawn at the feet of someone who clearly knows what he is doing.

The whole point IS to let you know that you don’t need to throw out your baby with the bathwater:

• Don’t jump on the Social Media bandwagon without educated advice
• Don’t take advice from a pimply 17 year old fresh out of high school
• Don’t take advice from a less-pimply 23 year old fresh out of university
• Don’t ditch all of your understanding of how ‘people’ and networks work
• Don’t take advice from someone who doesn’t even blog themselves, or Twitter, or Facebook… (see my post about Social Media Gurus)
• Don’t take advice from someone who has been blogging less than 24 months

Instead:

1. Download Todd Defren’s absolutely superb ‘Brink’ guide to Social Media and Richard Meyer’s great presentation, ‘Social Media : What you’re afraid to admit you didn’t know’ (he also has a great pharma and biotech-focused pdf presentation). Download and read Trevor Cook’s and my ‘Social Media Report’.
2. Talk to someone who actually knows what they are doing – in Australia that means folks like Stephen Collins, Laurel Papworth, Trevor Cook, Darren Rowse, Gavin Heaton and, humbly, yours truly. If WE can’t help you, we can certainly put you in touch with someone who can. Unlike the USA, where there seems to be a spirit of “You’ll prize my rolodex out of my frozen dead fingers!”, there is no fierce spirit of competition here in Australia – we have  ‘co-opertition’ wherein we all help each other out if the ‘fit’ seems better for the client.
3. Stick to reading the seasoned ‘pros’ of the online marketing and/or business communication space: you cannot go wrong if you start at folks like any of the above, or Shel Holtz, Neville Hobson, Chris Brogan, Darren Rowse, Mitch Joel, Joe Jaffe , Laura Fitton and Chris Abraham himself; see who they link to. Follow your nose from them – all the way along the path you will be reading ‘the good oil’ as we say here in Australia
4. Examine Chris’ examples above and see for yourself how simple but effective your online marketing can be if you do it with the right intention – of helping out the blogger, not flogging stuff for your client. Get the relationship right and you will flog stuff for your client anyway, trust me!

---

Technorati Tags: chris abraham, laura fitton, joe jaffe, mitch joel, darren rowse, chris brogan, neville hobson, shel holtz, gavin heaton, trevor cook, laurel papworth, stephen collins, richard meyer, todd defren, sara wilson, fresh air fund, chrisabraham, bad pitch blog, social media, blogger relations, social marketing, email marketing, email, spam, spam arrest, spamarrest, business communication

Currently listening to ‘Next’ by The Necks from the album ‘Next’. Superb jazz funk from one of Australia’s great cult bands.

Fresh Air Fund not only needs host families, donations, and children every year, FAF also needs camp counselors to staff the summer camps every year. The Fresh Air Fund and Abraham Harrison LLC reached out and over 120 bloggers and Twitterers responded to the call.  We thank you all very much and we appreciate all of your hard work on Fresh Air Fund’s behalf!  Much obliged!

1. Fresh Air Fund Looking for Help via Three Rivers Episcopal
2. Hiring Camp Counselors for This Summer! via The Abraham & Harrison Blogger blog
3. Fresh Air Fund via All Said and Done
4. Fresh Air Fund via Reflective Ponderings
5. banner via Spectrum, Apex College
6. Now Hiring: Fresh Air Fund Summer Camp Staff via Assertagirl
7. Old-School Fun via Half the Sins of Mankind
8. Fresh Air Fund Looking for Summer ’09 Counselors via Best View in Brooklyn
9. Wednesday, February 11, 2009 via Ghana for a While
10. Fresh Air Fund, Non Profit, Now Accepting Applications from Gen Y for Summer Jobs via The Orrell Group
11. Fresh Air Fund Needs Counselors for Summer 2009! via Chris Abraham
12. The Fresh Air Fund via Brilliance or Madness
13. Hiring Camp Counselors for This Summer! via Chris Abraham Social Media PR & Blogging Expert
14. Hiring For Camp Counselor Jobs via Chris Abraham’s Weblog
15. The Fresh Air Fund! via Around the World in beautiful Shoes
16. the fresh air fund JOBS via Around the World in beautiful Shoes
17. Information via Because I’m Cool Like That…
18. Fresh Air Fund Now Accepting Applications for Counselors via Danny Fisher
19. Fresh Air Fund via Chen Chow
20. Hiring Camp Counselors for This Summer! via April 24th Blogging Basics
21. Hiring Camp Counselors for This Summer via My Blog
22. Hiring Camp Counselors for This Summer! via Chris Abraham
23. Hiring Camp Counselors for This Summer via Chris Abraham Ceci N’est Pas Un Blog
24. Help inner-city kids enjoy a summer vacation via Christifideles
25. Fresh Air Fund and saying no to buracracy via My Time in Cape Verde with Peace Corps
26. Hiring Camp Counselors for This Summer! via Official Colexica Blog
27. The Fresh Air Fund Needs Counselors for the Summer of ’09 via Make it Happen
28. Senator John Cornyn;Texas’ Embarrasment! via Dicky’s Doodles &Scribbles
29. Michael Steele; The Putney Swope Of The GOP via Dicky’s Doodles &Scribbles
30. From the Mailbag: Fresh Air Fund Needs Counselors for Summer 2009! via Epluribus Media
31. Rethinking Fresh Air via Rethinking Life
32. The Fresh Air Fund: Needs Counselors for the Summer of ’09! via Faithful Progressive
33. Your Money: The Fresh Air Fund via Cute, Cuddly, and Cannibalistic
34. Hiring Camp Counselors for This Summer! via Fresh Air Fund
35. Hiring Camp Counselors for the Summer via Fresh Air Fund Blog
36. Do Something Good: The Fresh Air Fund via Gingerbread Latte: The E! True Hollywood Story
37. 2009: THE FRESH AIR FUND: VOLUNTEERS NEEDED via Tom Glover’s Hamilton Scrapbook
38. 2/4/09 PRESS RELEASE: Fresh Air Fund via Greenwich Roundup: This Just In ……
39. From Ashton Kutcher to Soup: Super Bowl Giving via Have Fun Do Good
40. Fresh Air Fund via The Common Room
41. Fresh Air via The Hosanna Road
42. Link via Whole
43. Fresh Air Fund via Rickety Contrivances of Doing Good
44. Wednesday, February 11, 2009 via In the Direction of my Daydreams
45. The Fresh Air Fund via About.com Internships
46. A Peal via Jakartass
47. Wednesday, February 4, 2009 via Happy at HFC
48. The Fresh Air Fund Needs Counselors via Jewels of My Heart
49. The Fresh Air Fund via Following My Heart
50. THE FRESH AIR FUND 2009 via Whykay’s Happenings
51. Fresh Air Fund via Keokuk Radio News Blog
52. Kill Jill Turns One! :D via Kill Jill Goes to College
53. Volunteering= Good for the Soul via La Petite Fashionista
54. The Fresh Air Fund Wants You! via I Say Hella
55. Hiring Camp Counselors for This Summer! via Memes.org
56. Looking For A Summer Job? Give Back! via Micah Jesse Blog
57. via Mind Warriors
58. Fresh Air Fund Needs Counselors for Summer 2009! via Blah Blah Babycakes
59. Fresh Air Fund via Money Amulet
60. Philanthropy: The Fresh Air Fund via Movable Hype
61. The Fresh Air Fund via Beyond the Clouds
62. Fresh Air via Neringa’s Corner
63. The Hot Club of San Francisco takes audience to a simpler time via Ocolly.com
64. Make a difference this summer: leave home via Our pdx Network
65. Monday Afternoon Dept of Failures & Such via Page One
66. Long overdue… via Fijate que…Life of an El Salvador RPCV
67. My Favorite Links via Peace Corps Diary: Botswana 2008
68. Link via Pine Ridge Reflections
69. Fresh Air Fund Needs Counselors: Summer’09 via Pro Equestrian World Edition
70. Fresh Air Fund Needs Counselors: Summer’09 via REVISTA PROEQUESTRIAN ROMANIA
71. Get a Job! The Fresh Air Fund via Punk Rock
72. Fresh Air Fund Looking for Counselors via Ned Resnikoff
73. Hot fun in the city… via RoadTurn: Reflections on Life
74. Hiring Camp Counselors for This Summer! via The Russell Pike Blog
75. Banner via Salamu Kenya!
76. FRESH AIR FUND COUNSELORS via Samotalis
77. Make a Difference – Support the Fresh Air Fund! via In The South, We’re Not Crazy…We’re Eccentric!
78. The Fresh Air Fund via Shamazing
79. Hiring Camp Counselors for This Summer! via SMNR Social Media News Room
80. Wanted: Counselors who enjoy Fresh Air via Star City Harbinger
81. FYI – summer camp counselors needed via Steph in Burkina Faso
82. Volunteer as a Fresh Air Fund Counselor via System 13
83. Banner via Tangocherie
84. Link via Livin’ la Vida Loca: Peace Corps DR!
85. Sure, I’ll Support Your Camp, As Long As It Isn’t Jesus Camp via The Political Blog For Cynical Millennials
86. “Fresh Air” for Children via The Buddha Diaries
87. LINK via Third Mom
88. Fresh Air Fund is looking for a few good counselors via Left of Centre
89. Tweet via Blog Business World
90. Who says there are no jobs? Get a summer one! With Fresh Air Fund. http://tinyurl.com/6qkwwp via Young Manhattanite
91. Tweet via Lindsey Pollak
92. Tweet via Thoughts from Meggie Poo
93. Tweet via Deb’s Search and Rescue Stories
94. Fresh Air Fund Job Opportunities via Volunteer Boston: Get On Your Feet
95. Fresh Air Fund via Winny & B
96. Fresh Air Fund Camp Counselor Opportunities via Boarding School Blog
97. The Fresh Air Fund via Novel Inspiration
98. Camp Out & Change Lives! via Bare Essentials
99. The Fresh Air Fund needs Summer Counselors via Blogging for Business
100. banner via Bloody Brilliant
101. Counselors for 09 Summer Camps Required via Cop Recruiter
102. Change a Young Life this Summer via Everyday Giving Blog
103. The Fresh Air up There via Laura in Botswana
104. HIRING CAMP COUNSELORS FOR THE SUMMER! via Peter Geisheker’s Small Business Marketing Blog
105. For the kids… via Golfgal
106. Banner via Gotham Unleashed
107. Fresh Air Fund Is Hiring Counselors via Granby 01033
108. banner via Jewish Donor Blog
109. Doesn’t Everyone Deserve a Breath of Fresh Air? via Mamanista
110. The Fresh Air Fund is Looking for Camp Counselors via Math Me Thinks
111. So…what are YOU doing this summer? Here’s an idea…that pays! via The Online Degree Dorm Room
112. Fresh Air Fund Needs Camp Counselors via Outskirts:Life and Times in Charlottesville
113. General Discussion Message Board via Ram Nation
114. THE FRESH AIR FUND IS SEEKING COUNSELORS FOR THE SUMMER OF ’09 via Republica Update
115. Summer jobs with Fresh Air Fund (now accepting applications) via Secrets of The Job Hunt
116. Fresh Air Fund Counsellors via Servant of Chaos
117. A Breath of Fresh Air via TMT
118. Fresh Air Fund Needs Camp Counselors via The Diva Network
119. The World Needs Camp Counselors via Thoughts from Meggie Poo
120. SUMMER OPPORTUNITY: FRESH AIR FUND via Writing on the Mall
121. Hiring Camp Counselors for This Summer! via The Xyience Diet Resource
122. Fresh Air Fund via Yoga and Judaism Center
123. Fresh Air Fund Needs Counselors for Summer 2009! via Young Manhattanite

MySpace is running out of surveys that still place it as the #1 social network in the US. After yielding the position to Facebook earlier this month in stats released by Compete, today, the social network slips to second place in the latest numbers from Nielsen Online.

According to data from January, Facebook saw 62.4 million unique visitors, besting MySpace and its 60.6 million uniques for the first time in the survey. At the end of 2008, MySpace still held a narrow lead, with 58.4 million unique visitors in December compared to Facebook’s 55.2 million.

As for those engagement numbers that MySpace likes to cling to? It can no longer claim a lead there either – engagement fell to one hour, 35 minutes per user in January, down 32 percent from last year and barely more than half of Facebook’s two hours, 50 minutes per user.

We’ve been documenting the ascent of Facebook versus MySpace on a monthly (if not more frequent) basis, but for some longer-term perspective, check out this post from mid-2007 to see just how big a shift this represents. Back then, MySpace claimed 3x more traffic, 3x more engagement, and claimed to not only be America’s most popular social network, but its most popular website.

BL and I adore eachother so I was very excited to receive an email from her last night with a link to her latest article on Business Week, Using social media to market your business is a good idea. Just don’t plan on getting your whiz-kid nephew to do it for free — check it out and check BL out over on her blog, What’s Next Blog. Oh, and when BL asks “how many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records,” I can proudly state that Abraham Harrison LLC has the expertise, the experience, and the track record to boot!  Anyway, here’s the article:

Debunking Six Social Media Myths

For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.

But before you take the plunge, bear in mind the many myths that surround social media.

1. Social media is cheap, if not free. Yes, many of the tools that can be employed in social media marketing are free to use. These include Google’s (GOOG) video-sharing site YouTube, Yahoo’s (YHOO) photo-sharing site Flickr, the social-network building tool Ning, and content aggregators such as Digg and eBay’s (EBAY) StumbleUpon. Free blogging tools abound too; among them are WordPress, Twitter, and FriendFeed.

However, integrating these tools into a corporate marketing program requires skill, time, and money. The budget for an effective social media marketing campaign begins at $50,000 for two to three months. I’m sure companies have spent less, and I know they’ve spent more.

Building a site that incorporates interactivity, allows user-generated content, and perhaps also includes e-commerce doesn’t come cheap from anyone who knows what they are doing. Even taking free software like WordPress and making it function as an effective interactive site, incorporating e-commerce, creating style sheets that integrate with the company’s branding, takes more than time. That takes skill, experience, and money.

As a rule, a $50,000 to $100,000 budget can cover the creation of a simple multimedia microsite that becomes the center of an online community. Add in some widgets to help distribute the content and form a credible group on Flickr, Twitter, or Facebook and other networking groups to enhance the community aspect of the campaign. Complex functions add to programming and design costs.

A high-yield, highly targeted blog advertising campaign to kick off and support the program will cost an additional $25,000 to $100,000 a month. Advertising through Google’s AdWords, e-mail support, co-registration, and other tools that drive traffic would be additional costs.

2. Anyone can do it. A surfeit of whiz kids and more experienced marketers are claiming to be social media experts and even social media gurus. Search the bios of Robert Scoble’s 56,838 Twitter followers using Tweepsearch (www.tweepsearch.com), an index of the bios of Twitter users, and you’ll find:

• 4,273 Internet marketers
• 1,652 social media marketers
• 513 social media consultants
• 272 social media strategists
• 180 social media experts
• 98 social media gurus
• 58 Internet marketing gurus

How many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records.

A successful social media campaign integrates social media into the many elements of marketing, including advertising, digital, and PR. Opinion and theory are no match for experience, and the best social media marketers now have more than 10 years of experience incorporating interactivity, blogs, forums, user-generated content, and contests into online marketing.

Video contests by companies hoping for viral buzz and Google juice are as plentiful as mosquitoes on a humid summer night. But, like their insect counterparts, most video contests suck.

It’s the rare video contest that gets as many as 2,000 entries. Many, like Denny’s (DENM) recent disastrous effort, get fewer than 10 entries. Apparently, 48 Denny’s breakfasts over four years wasn’t a big motivator.

3. You can make a big splash in a short time. Sure, sometimes a social media campaign can produce substantial and measurable results quickly.

Social media is great if you’re already a star, but that doesn’t happen overnight. Amid the recent launch of my T-shirt design business, Pawfun.com, I have relied heavily on my 4,000-plus Twitter followers and 120,000 readers of my What’s Next Blog, which I’ve updated as often as five times a day since 2003. Because that network already exists, with not one dollar spent on advertising, we were able to generate more traffic in our first three days than some major companies get after years online.

ZapposChief Executive Tony Hsieh, whose company has millions of customers who are evangelists for the great service that built the brand, quickly became a Twitter star, with more than 32,000 followers. When Dell (DELL), JetBlue Airways (JBLU), the Chicago Bulls, and other love-’em-or-hate-’em brands joined Twitter, they immediately developed huge followings.

Tweets can be used to drive traffic to articles, Web sites, contests, videos, and so on—if people already care about your brand, or if you have a truly original idea that people will want to share with their followers.

One recent example of a Twitter-generated success is Savvy Auntie, a community for aunts, godmothers, and “other women who love kids” that was launched six months ago by Melanie Notkin. She has counted on Twitter to drive traffic, help her find suppliers, products, and even investors. She developed a Twitter following before launching her business, then tapped into it for help when she launched.

4. You can do it all in-house. Wrong! You need strategy, contacts, tools, and experience—a combination not generally found in in-house teams, who often reinvent the wheel or use the wrong tools.

It is rare indeed to find an in-house team that can not only conceive and execute a social media campaign but also drive traffic to it with effective e-mail segmentation, search optimization, blogger outreach, blog advertising, Google ads, and more.

5. If you do something great, people will find it. Quite simply, that never was true. Until you can drive traffic to your social media effort, you’ve got a tree falling in the forest, heard only by those standing nearby. A great number of tools can drive traffic, including StumbleUpon, Digg, and Twitter, but nothing works better than word of mouse—one friend telling another, “Hey look at this!”

6. You can’t measure social media marketing results. You can use a variety of methods, including mentions on blogs and in media; comments on the content; real-time blog advertising results, and click-throughs to your company Web site. You can get very precise statistics from a variety of sites, including Google Trends, Twitter search, Google Analytics, BackType, and Compete.

The tools are there. The gurus who know how to use and interpret them—not so much.

Ochman, president of Whatsnextonline.com, has been creating new media marketing and online brand strategy since 1995 for companies including IBM, Ford, McGraw-Hill, Budget Car Rental, Stacksandstacks.com, and American Greetings. She tracks online marketing trends and campaigns in What’s Next Blog.

Interesting new business book,  The Social Network Business Plan, is out, written by David Silver. It looks interesting because, in my humble experience, most people go into the world of Social Media and Social Networking with no business plan at all by either winging it or by reinventing the wheel:

In The Social Network Business Plan, social network expert, David Silver presents and explains 18 cutting-edge methods to create revenue for social network websites–none of which are advertising. He also predicts the demise of seemingly successful online communities such as MySpace and Facebook that rely on advertising as non-sustainable modalities. Silver describes and explains that in the future new products and services will be introduced, talked about, rated, reviewed and recommended – or killed – by online communities.

One example of the 18 new revenue channels that online communities are adopting is the sale to vendors of anonymized conversations of the community members concerning those vendors’ products or services. Another example is online communities who partner with the internet providers to receive payment when a particular online community’s information is downloaded using that providers service. The other sixteen revenue channels are equally head-turning!

Silver is the only angel investor, operating down where the rubber meets the road who is investing in online communities in their infancy, and writing about which ones will win and which ones will fail.

My clients and I have found that building apps, widgets, and online communities is not nearly enough — it is really and truly about the network, the promotion, the publicity, the advertising, the marketing, the salesmanship, and the public relations outreach. Well, Robin Grant from We Are Social makes a smashing argument that there is a huge gap between being a toymaker and getting your toys into the hands of children,  Build it and they won’t necessarily come:

There’s a phenomenon whereby normally intelligent people at both digital and traditional agencies decide that people will embrace their new widget or app simply because they’ve built it. It’s as if the Internet were a giant cornfield in Iowa and the mere presence of yet another branded widget or app is enough to get thousands of people clicking.

My buddy Mike Obraitis of Telecom Management used to be a toymaker and he and his partner made toys.  Thing is, there’s an infinity between designing a toy and having it played with, including getting your toys sold in Wal-Mart and making sure kids know about your toy and that their parents buy it for them. All of this requires mad brand promotional skillz.

Long story short, if you brand it they will come!

Rohit Bhargava from the Influential Marketing Blog just posted a very insightful article about how we entrepreneurs can learn from Twitter, 7 Lessons Entrepreneurs Can Learn From Twitter’s Success — basically, make things easier, better, more open (as in API), and more insidious (all of Twitter’s competitors feel compelled to integrate with Twitter — how insidious is that — open API wins again):

By any measure, the growth and popularity of Twitter has been phenomenal. To say that Twitter has hit mainstream isn’t really the right metric to use. It’s more powerful to note that for a large group of Twitter enthusiasts, to spend even a day without using it would be as bad (or perhaps even worse) than not having email. It has become just that necessary. How did the site get to this point? And what are the lessons that any entrepreneur might be able to learn from how it got there? Here are a few thoughts on the real secrets behind Twitter’s success:

1. Focus on real time. For the socially connected online, there is little use for yet another place to talk to your friends. If anything, we all have too many of those to start with. But a site dedicated to RIGHT NOW stands out. It’s useful in a way that none of the other sites we use are.
2. Skip the extra step. Approving every friend request can be a lot of work – even if you’re not the most popular of people. It does make sense on most social networks, but when it comes to posting updates on Twitter, if you do it publicly, anyone can follow you without approval. The result is that any user’s audience on Twitter can grow exponentially without barriers.
   
3. Force your customers to do less. If you have ever heard the saying that “less is more” – Twitter is the ultimate proof of that. The forced 140 character messages have made us all refocus on brevity, and as a result of this volume decrease, those of us that are constantly overcommunicated look to the site as the one place where we can still feel that we are on top of the flood of communication that rules our lives.
4. Build enough evangelists to compensate when things go wrong. One of the most well known facts about Twitter is that the service has been notoriously unreliable and crashed frequently. Though it is much improved from those days, the site still goes down or loses functionality relatively regularly. Yet it has managed to build up enough power users and evangelists, that people forgive their down times and keep coming back.
5. Integrate with the most popular competition. The single most useful feature I personally uncovered from Twitter was the ability to integrate it into my Facebook page so that may Twitter updates also become my status on Facebook. This demonstrates a fact that many entrepreneurs already know – by integrating with your competition where your “customers” currently are, you make it easier for them to migrate over to your site.
6. Launch where your influencers are. A big reason for the early success of Twitter was their launch at the SXSW Interactive festival two years ago. It was a place where all the influencers that matters for Twitter were already going to be and putting the site in front of them there allowed them to become word of mouth ambassadors for the site following the event.
7. Offer a public ranking or authority. The final element that has helped Twitter to succeed is that it has a built in authority ranking with the number of followers you have. This is located right beneath your username on the site and it’s high visibility means that it is easily the ultimate metric for anyone using the site. And you can’t help but want that number to go higher. 

My friend Todd Tweedy popped me the following press release that I would love to repeat for him, back-scratching and all.  Don’t judge me!  For more information, check out the Audience Machine website!

Social Networking Pioneers Launch Audience Machine To Help Online Brands Leverage Shared Interests Across Social Networks

Audience Machine to provide unique social networking technologies and viral marketing services to Brands, Entertainment, Health & Wellness and Education Companies

Los Angeles, CA and Charlottesville, Virginia - February 17, 2009 – Social networking and viral marketing expert, VBMA (Viral & Buzz Marketing Association) board member, and Perceptions, Practices & Ethics in Word of Mouth Marketing author Todd Tweedy today introduced, Audience Machine Inc., a unique technology company helping online brands who want to identify, cultivate and mobilize communities of individuals with shared interest across social networking sites to build their businesses using Audience Machine’s online marketing tools.

Guided by Tweedy, and video technology pioneer and advertising veteran Dan Bates, Audience Machine helps brand and product managers, chief marketing officers as well as ecommerce executives to establish new networks of social networking connections and dialog in support of purchasing preferences and participation in word of mouth referrals.

“Social networking sites like Facebook and MySpace are relationship amplifiers for brands, products and services that can have a profound influence on preferences, referral behavior, information consumption and internet usage if advertisers are prepared to listen to, act on and match the right technology and community practices to support a desired purchase outcome or subscription,” noted Todd Tweedy, co-founder and CEO of Audience Machine. “There is a natural migration of dialogs from offline sources to online social sharing sites. Marketing executives want to embrace customer-facing ad strategies and incorporate social networking processes in their firm’s online marketing DNA that can boost product perceptions and potential sales but many enterprises lack the expertise and resources to realize those objectives. Audience Machine was founded to give online brands unique technology solutions, community development processes, marketing services, analytics, and expertise they need to engage and collaborate with audiences.”

Audience Machine also announced that is has signed a strategic business development consulting agreement that will be led by Provident Financial Management, a prominent established leader in entertainment and media business management.

“Audience Machine is at the heart of an evolving consumer-facing marketing phenomenon that is transforming connections on social networks into a powerful audience generation channel. Led by an experienced executive team and founded on concrete business fundamentals with a number of high-profile clients already on board, Audience Machine is a rising star among our media and communication clients,” stated Craig Sussman, Business Development Director at Provident. We’re excited to support Audience Machine as they grow their technology and services business practices with customers that want and need to expand and sustain business growth by creating networks of social commerce.”

Word of Mouth Communications Opportunity

The eighth annual Burson-Marsteller/PRWeek CEO Survey published in November 2008, which surveys CEO’s about the changing influence of different types of media as well as plans for digital communications including social networking, reported that 60% of CEO’s noted that word of mouth has the fastest growing influence on business in the past three years but that just one-fifth of firms have used social media to communicate with stakeholder groups.

The proliferation of social networking and community sites has transformed viral and word of mouth marketing practices into a practical and necessary communication solution due in part to research findings that note that nearly 80% of consumers trust recommendations from people they know over all forms of advertising and marketing. These authentic and trusted voices serve an important role by distributing compete information for others to act upon across search engines and into indexes of shared knowledge that people can access along with advertiser-generated experiences and evidence whenever 1,463,632,361 internet users from around the world – based on Internet Usage and Population in North American data provided by Internet World Stats – need to research a brand, product or service.

Audience Machine Team

Led by Tweedy, who’s career started in the political grassroots mobilization arena working on Presidential, Senatorial, Congressional, Inaugural and issue-based public relations campaigns, the Audience Machine team has 35 years of combined leadership experience in online marketing, real-time communications, ASP development, video ad technology, viral marketing, search engine optimization, and community development practices.

Dan Bates, co-founder, president and COO brings a vast wealth of knowledge in community technology development, online video, online advertising and a decade’s experience in filmed entertainment and music. Bates previous served as CEO of Avant Interactive, an object-based video ad serving technology provider.

About Audience Machine

With offices in Los Angeles, California and Charlottesville, Virginia, Audience Machine is a provider of unique community technology solutions and online marketing services. Audience Machine works with online brands to identify, cultivate and mobilize communities of shared interest to establish social commerce that CMO’s, brand and product managers, and ecommerce executives can enlist to grow their business. The company is privately held. For more information, please visit Audience Machine’s website – http://www.audiencemachine.com, email info@audiencemachine.com, or call 1.800.573.1536. Audience Machine is presently engaged with several beta customers and will release its first product in Q2 of this year.

About Provident Financial Management

Established over twenty-five years ago with offices in Los Angeles, Woodland Hills, San Francisco and New York, Provident has become a leader in various entertainment and media business management practices. Provident recently established a strategic and business planning department to assist mid sized and emerging entertainment and media companies with their growth and business development needs. Provident Financial Management is part of RSM McGladrey one of the largest and most prominent accounting firms in the world. For more information on RSM McGladrey, please visit http://www.rsmi.com.

Keyword Tags:
social networking, online marketing, viral marketing, audience machine, provident financial management

PR Contact: Todd Tweedy
434.996.6370
todd@audiencemachine.com

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Bloody great, best-in-breed, article about online PR and marketing ethics by my buddy David Gelles of the Financial Times — he is surely a golden child and new media journalist rock star… be sure to put this article in front of your boss, whether you are a PR flack or are a corporate stooge — I think this article is actually going to be printed into the pink pages of the FT on Thursday, February 12 — go pick it up and hand it to the members of the C-suite, Blogs that spin a web of deception:

A web of deception By David Gelles

An overenthusiastic em­ployee from the computer supplies maker Belkin posted an offer online last month – $0.65 for anyone willing to write a positive review of Belkin products on Amazon.com. Several people took up the offer, producing gushing appraisals of Belkin products they had never used.

After a blogger exposed the scam, news organisations jumped on the story. The offer was removed and Belkin’s president weighed in with an apology.

The incident was a public relations disaster for Belkin. It was also a prime example of “Astroturfing”, the unsavoury marketing practice of generating fake grassroots enthusiasm for a product.

Given the anonymity afforded by the internet, it is hardly surprising that deceptive marketing is on the rise. Consumers are spending more time online and companies are seeking new ways to reach them.

But now, in an effort to regulate how employees behave on the web, companies and industry groups are developing their own online codes of ethics. They want to ensure that when staff do engage with social media, they act ethically.

Last year, Coca-Cola established its own set of social media guidelines and distributed them in a memo to all employees. The policy emphasises the need for transparency and encourages employees to use common sense when discussing the brand online. “We’ve always had very diverse channels to reach consumers,” says Adam Brown (pictured), digital communications director. “Wherever they are, that’s where we go. That’s now evolved into the need for a social media policy.”

So when Mr Brown went online to promote Coca-Cola’s Super Bowl advertisements, he followed the guidelines. On Facebook, Mr Brown announced that he was a Coke employee and pointed other users to the Coke ads on YouTube. On Pittsburgh Steelers fan forums, Mr Brown, who is from Pittsburgh, named his employer and then directed fans to the Coke blog, which had an interview with Steelers’ defensive star Troy Polamalu.

Mr Brown said more deliberate engagement with online conversations was a necessity for a global company such as Coca-Cola. “We’re mentioned several thousand times a day on blogs, and there are several hundred tweets about us on Twitter,” he says. “There is a lot of conversation taking place about our brand without us. Where appropriate, we wanted to start getting involved.”

Companies began interacting with social media years ago. But only recently have those involved with the industry perceived a need to develop ethical standards. Among the first to do so was The Word of Mouth Marketing Association, an organisation for the viral and buzz marketing industry. Womma published an ethics code in 2005, emphasising honesty of relationship, opinion and identity.

Since then, many companies have used the Womma code as a blueprint for their own guidelines. “Companies are learning every day that there is a right way and a wrong way to engage with social media,” says Paul Rand, vice-president of Womma’s board and head of its ethics project. “Some companies are learning by touching the burning pot; some companies are learning from the mistakes of ­others.”

One company that “touched the burning pot” is Shelfari, a social networking site for book lovers, owned by Amazon. As it battled for market share in late 2007, it came under fire for its poor design and clunky user interface. Soon, comments appeared on more than 50 blogs attesting to Shelfari’s greatness. “I have been on Shelfari for a couple of months now and absolutely love it,” read one. “Shelfari is such a great site. I joined a couple of months ago and I have been hooked on it ever since,” read another.

But all the comments were posted by the same user, “schaufferwaffer”, who was soon exposed as a Shelfari employee. Shelfari’s chief executive admitted to the Astroturfing (he blamed it on an intern who knew no better), and promised it would never happen again.

Such behaviour is declared out of line in the “disclosure best practices toolkit”, an ethics code drawn up by the Blog Council, an organisation for heads of social media at big companies. The document advises employees and agencies to announce whom they work for when communicating with blogs or bloggers. It also encourages employees to provide a means for contacting them directly, if someone they interact with via social media wants to follow up with a two-way conversation. The toolkit also warns against using pseudonyms.

IBM was one of the first companies to develop its own social media policy. In 2005, it published its “social computing guidelines”, which insist that employees write under their own names, using the first person, and make it clear they are speaking for themselves and not on behalf of IBM. It also prohibits employees from referencing clients, partners or suppliers without their approval.

UPS is developing its own online ethics policy after recognising how damaging Astro­turfing and other online misbehaviour can be for a company’s reputation. “If one of our airplanes goes down, we have a very clear plan for getting information to the media,” says Norman Black, director of global media services. “We realised we did not have a good plan for responding to a crisis on the ­internet.”

In some countries, deceptive marketing practices are not only frowned upon but also illegal. In the UK, the law identifies “falsely representing oneself as a consumer” as a punishable offence. And in 2006, the US Federal Trade Commission issued regulations stating that word-of-mouth marketers must disclose their relationships. But in spite of these new rules there has been little enforcement of the measures.

Even without prosecution, Belkin seems to have learnt its lesson. Melody Chalaban, speaking for the company, says Belkin will soon be holding seminars to teach employees how to interact ethically with social media, and is also considering joining Womma. “We want to stress that this is an isolated incident,” says Ms Chalaban. “We don’t endorse or condone unethical practices like this.”

Side Bar: The last post: underhand tactics can end in a PR disaster

* Flogging. Fake blogs can help companies get a personal voice behind a marketing campaign – but they risk a PR disaster if they are uncovered. When Sony tried to boost sales of its PSP portable gaming unit, it started a blog supposedly by two boys who wanted PSPs for Christmas. When it was revealed as a fake, Sony apologised and took it down.

* Astroturfing. A technique that gets its name from the practice of generating fake grassroots enthusiasm. One Florida company, PayPerPost, serves as a matchmaker between companies willing to pay for good press and bloggers willing to plug products that they have never used. After receiving criticism, PayPerPost now requires bloggers to disclose that their posts are sponsored.

* Comment spamming. Flooding the comment fields of blogs with enthusiastic notes about a company, even with full disclosure, is not welcomed by web users. When a Motorola employee commented on dozens of posts on a technology blog – each comment a plug for the new Motorola Krave – bloggers responded with snide criticisms of his spamming, which duly ceased.

Copyright The Financial Times Limited 2009

• Shashi Bellamkonda @shashib http://www.shashi.name
• Lisa Throckmorton @lkthrock http://www.speakerboxpr.com/plugged-in
• Kim Oser @putitaway http://www.putitaway.net
• Allison Lee @dallisonlee  http://www.dallisonlee.com
• ThursdayB with Chris @thursdayb  http://www.thursdaybram.com
• Joe Loong @joelogon  http://www.joelogon.com/blog
• Steven Fisher @stevenfisher   http://blog.networksolutions.com
• Jill Foster @jillfoster http://www.womengrowbusiness.com
• Andrew Somyak @asomyak
• Kevin @kasrael  http://kl.yelp.com
• Allyson Kapin @womenwhotech   http://www.womenwhotech.com
• Chantelle Karl  @cckarl Yelp.com’s Communication manager for the East coast (That includes Canada and UK !- figure that out)
• Nakeva @nakeva http://www.meeid.com/nakeva
• Gaurav Sharma @gauravonomics  http://www.gauravonomics.com

Here is Jeremiah Owyang’s definition of a Tweetup

What’s Tweetup? A few years ago, we called them blogger dinners, and it’s where folks got to come together, meet each other face to face (scary huh?) and actually talk in real life. Despite the affection many have for these social tools, there is nothing like seeing people in real life and meeting them.

A few guidelines for social events that I mentioned on twitter: Unlike Fight Club, talk about Tweetups, before, during, and after. Come to meet folks, be social. Don’t “poke” anyone unless you’ve brought protection. The act of “throwing sheep” at anyone other than your spouse is not encouraged. If you’re going to mention people “you’re following them” be sure to give them context whether that’s on Twitter or in real life –hopefully the former.

Kidding aside, just come to network with others, buy someone you’re connected to online a drink, exchange real world information, and most importantly, be merry

The future of Social Network Services (SNS) can be discovered on High School and College campuses. I believe that topic-specific “vertical” SNS’s are very important, but I also think that the model needs to be University-like – a modularized SNS. There needs to be a campus “brand” (or University) within which the topic-specific “clubs,” “houses,” “fraternities,” “dorms,” and “interest groups” can interact – somewhere where crossovers, cross-fertilization, and aggregation are encouraged – no, needs – to happen. I hate SNS sites like boompa.com – a site devoted to your favorite cars – because I am not JUST a car guy.

I am a car guy for sure but I am also interested in rowing, in biking, in Thomas Pynchon, and in talk radio – Boompa might be successful in the short term, but in the long-term, the real power would come from creating a open, creative, resource-rich platform/campus/university/high school and maybe create a school of engineering, a liberal arts school, a law school, a dining hall, and so forth, but then allow the SNS to find itself.

To allow the SNS and its members to find their own voice, their own interests, and their own passions – which may well be very different from what is first assumed by the creator. Google gets this, though not yet within the construct of the SNS’s. What Google did do successfully was to buy USENET – the original newsgroups – and then build an superstructure on top of that – make it modern, sustainable, durable, and more readable.

Google returned USENET to relevance in a world that considered newsgroups and IRC to be dead or dying. Each and every one of communities on USENET is amazingly vertical, but they could all back up and back out to the larger USENET community – to the equivalent of the “welcome new students??? meetings and gatherings colleges offer to entering Freshmen.

Communities that are too vertical tend to shoe horn the “general topics??? conversations into hidden “off topic??? eddies. That is just the opposite of what should be done. The conversation should be general, cross-pollinating, and then move, after a conversation starts, into another room.

Start with an amazing platform, collect users, listen and watch them to see how they’re playing with the software application objects, widgets, and tools (are they playing with the toy or the box?), and then build for the users base, withholding judgment. Digg is a case study for this: start small, grow organically, and allow your members to find themselves.

The developers of Digg realized that after initial vertical growth based on the general members of Slashdot (techie, geeky, teens, boys), digg would suffer from the same sort of vulnerabilities that Slashdot suffered when Slashdot didn’t evolve and grow and broaden itself.

People love talking about Linux, but when happens when the Dow drops or the elections come? Where will the conversation happen? Where is the “kitchen??? at the party where every eventually goes to just talk about general interest stuff? Unless there are opportunities to express and share so-called “off-topic??? conversation right there, within the community in which members are already committed, with members to whom they’re already committed, then they are bound to go elsewhere.

Starting small and allowing the community to design itself is much different than starting big and losing one’s focus. Other mistakes happen when community builders make assumptions as to what participants, members, and lurkers want. Another mistake is putting a wall up around the community so that non-members cannot get a full feeling for the community from without.

The best SNS’s, virtual worlds, and online communities are honeypots. By honeypot, I am not suggesting, “a server that is configured to detect an intruder by mirroring a real production system. It appears as an ordinary server doing work, but all the data and transactions are phony. Located either in or outside the firewall, the honeypot is used to learn about an intruder’s techniques as well as determine vulnerabilities in the real system.” Although I am, sort of. The best SNS needs to be appealing, attractive, sweet, and compelling. Community-builders and SNS ASP developers need to be willing learn about member techniques, interests, processes, and needs, as well as determine “vulnerabilities” in the SNS platform that may repel, turn off, or limit the evolution and growth of the community.

To channel Chauncey Gardener for a second, one must do whatever one must to make sure that the earth in the garden is moist and well fed, one must seed well and completely, one must keep the garden in sun and water, one must encourage the garden to grow as it will for only in its growth will the garden be successful, and then, after rigorous growth, pruning and weeding must be done, only in order to allow the garden to be healthy, not to turn the garden into topiary. Okay, I am done.

Digg allows all of these things. Digg is perfectly useful and compelling even as an alien, but it is way more fun and interesting when you’re a citizen, that’s for sure. An SNS community needs to be as attractive as possible because exclusivity is no longer essential or even valuable. What is valuable is “useful,??? “interesting,??? and “authentic.??? They also have to have community buy-in and the best enjoy a certain fanatical devotion. Just like the best Universities and Colleges.

And Digg allowed its member to tell it when it was time to evolve past tech and geek news. Digg did not limit its scope or define itself too tightly with being “gear for geeks??? or “news for nerds.??? That would have ultimately been the death of Digg.

What the best Universities (such as Yale) understand is that it is not the student who is blessed and honored by being accepted by a top college (Yale College) but rather it is the college that should be blessed and honored (and should be grateful) that such a quality student is accepting its offers and actually attending – choosing – their particular school: Yale instead of Princeton, Brown, Harvard, Oxford, Cambridge, Dartmouth, Stanford, Columbia, Berkeley, etc…

Harvard, too, is aware that although in the short-term Harvard makes the Harvard Man, over the long term, it is Harvard Men who made Harvard and continue to make Harvard. “Who have you graduated recently???? Unless the quality and character of its students and alumni remain top-drawer, Harvard is not guaranteed its position as “top three??? in USA Today alongside Princeton and Yale. No matter how grand its endowment.

So, Harvard and Yale spoil their students rotten! My friends who attended Harvard or Yale college swoon over those 4 years like I swoon over my first love.

Likewise, SNS’s, virtual worlds, and virtual communities need to realize that at any one point, their brand is only as good as the collective that is manifest in the users, the members, the lurkers, the stewards, and the alumni of the property.

This isn’t only true in SNS’s. The same thing can be said of the most successful message boards and online communities. The most important distinction, I think, is that all of these “rooms” and all of these “clubs” and all of these spaces where (and are) defined and created by the communities themselves. Sui generis. And this sort of ownership – “for us by us,??? as the slogan goes over as Howard Rheingold’s Brainstorms community – should never be underestimated.

The Well has Howard Rheingold as a member and alumnus, for example, and the credibility of all that he has made and done; over time, more and more virtual communities, virtual worlds, and SNS will be known for their members as well: who studies, who studied, and who wants to join.

“What’s in it for me??? (WIIFM) and the concept of pride of ownership are important – essential – ingredients of a sustainable, deep, thriving, and healthy community. The success of MySpace and of Facebook is that the verticals are not (were not) defined for them by their grand architects – they are self-creating, self-forming, and also self-destructing. They form, reform, mutate and disperse after they hit a limit of general conversation and then either break off and reform into an “interest group” or “club” or they self-check and work to “get back on topic.”

SNS’s and communities in general tend to be formed in one of two ways: like Paris or like London. Intelligence Design (architecture) or Emergent Design. The later never looks very beautiful or the way people – or the creators, investors, and architects – expect (or want) it to look, because investors and designers tend to not be able to control it – and when they do try to impost order, often in a heavy-handed way, they also tend to scare off all of their members, too.

This organic revolution has proven its success online time and time again. The Internet does not respond (well or at all) to command and control. The smartest Web 2.0 platforms allow the “masses of asses” (yes, the customer; yes, us) to define the platform and the experience – their own and collective environment and experience.

MySpace does this amazingly well and so does Facebook. Until recently, Friendster suffered from a vision and used command and control tactics to try to coerce its users that “it didn’t really want to do things that way??? and Friendster members abandoned in droves to platforms and experiences not so monitored by “mom and dad.???

A command and control grand vision doesn’t work when you develop an environment that needs to be truly both attractive and compelling much more than it needs to be informational or instructional. An SNS needs to be attractive, diversional, compelling, amusing, and entertaining – never limiting.

My analogy of college and high school never mentioned classrooms or classes for training or learning. People do enough of that at school and at work. An SNS needs to give its users a university campus without any expectations or concepts of dropping out, getting judged, doing homework, or being held accountable for anything.

A good SNS should be all late-night wine-influenced discussions of Descartes and Plato and the summer afternoons on the quad and the time playing Xbox with your roommates.

When I go onto my long-term online communities, the Well, The Meta Network, USENET, and Brainstorms, there are many very deep and very vertical communities, discussing things as frivolous as fashion and video games and as deep as how to survive cancer, how to get a post doc grant, and very deep discussions on “spirit,” “chaos theory,” and “world politics.”

What makes this amazing and sustainable is that there are an infinite number of ways to get along, to move into a space of intense conversation, and then to pull back into common areas, just to see who’s around. In a university setting, this could be the dining hall, the quad, the commons, etc. These spaces are very important.

If you think about all of this in terms of evolution, then we can think about the way things evolve in the most perverse ways when isolated from others of its kinds. So, if there are impervious walls – gaps or voids, mountains or ridges – between these vertical markets, SNS’s, and communities, then there may be an initial success, but there can also be a terrible volatility. One plague or drought can decimate a population completely.

Having a commons allows members and visitors to have a place to meet new people, have new experiences, and learn of new clubs, new opportunities, and new places – inbreeding versus crossbreeding. Ultimately, a diversity of visitors helps build a more resilient, invested, and self-identifing community. They will become “students for life??? at best and proud alums at worst. They will carry the brand awareness, even if their lives become too busy to participate any more.

They will become life long brand ambassadors for your community. Proud alumni.

And, in terms of “viral marketing,” it is also important when it comes to a member of an SNS “inviting his friends” – not all of my friends have the same vertical interests that I do… They could have very different interests – but as I explore the “commons” of an SNS, I can note that there are things happening online that “friend x” and “friend y” would love, and that would be my incentive to invite them on board.

Boompa? I am the only person I know in my entire community – that is not true, my buddy has an Audi S4 – who is into cars. My buddy is an Audi driver and I am a BMW driver. Does that mean we’re both drivers? Does that mean we love cars or our particular car? Do we cross over on performance sedans? On German cars? On luxury cars?

You have to offer the tools to allow the market to choose for itself, otherwise, you might never find out that the SNS needs all three, or none at all.

A “Modularized SNS” should be neutral like a university (unlike MySpace, which is pretty pre-defined as to what the demographic is), and there are lots of “vertical niche SNS’s” (e.g. car enthusiasts, gourmet cooking, travel, Rolex fans, Republican politicos, etc.) That way, everyone can form a SNS experience that actually fits them by modularly assembling the groups of people who have similar interests, (not just friends-in-common!)

We at Abraham Harrison, LLC, can win you tremendous respect, gratitude, and powerful word-of-mouth promotion from the very word-of-mouth driven online communities. The staff of Abraham Harrison can be answering the questions people are asking and providing needed information to make you a valued, respected, and trusted members of the communities.

Our goal is to ensure that your brands are perceived as trusted member of society, contributing more than they are taking. Such good citizenship is rewarded in the online community by word-of-mouth endorsements, both at the influencer and at the grassroots level, both of which we will seed, encourage, and amplify.

The staff of Abraham Harrison, LLC, can be present for you in the forums, social networking sites, (SNS’s), and comment-based conversations and use these contributions as “gifts” for both the influencers and for us to leverage in spreading the “good news” about your brand.

In addition, the staff of Abraham Harrison will set your key staff members up as influencers themselves with their own platforms via a blog, and potentially via podcasts and video blogging. The information they present can be made to be valuable, desired, and will make them trusted and honored go-to people.

Contact Mark Harrison, CEO of Abraham Harrison, for more information

Email: cja@well.com
Mobile 1: +1 (202) 352-5051
Mobile 2: +1 (703) 901-2059
Skype: chrisabraham

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Chris Abraham
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Washington, DC
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When I wrote my scathing response to the Whopper Virgins campaign as perpetrated by Burger King over on Ad Age’s Global Idea Network, Ian Lurie responded with Whopper Virgins: Not Appalling. Not Brilliant, Either.

Whopper Virgins: Not Appalling. Not Brilliant, Either

Chris Abraham over at Marketing Conversations wrote an thoughtful critique of Burger King’s new Whopper Virgins campaign.

I appreciate Chris’s opinion: The video is at times jingoistic and, frankly, a little embarrassing if you’re an American. Burger King went out of their way to find people in local clothing minutes from major urban centers in Europe. How exactly did they do that? Much of the video is just more ugly Americans pointing and giggling at the rest of the world.

I also see Burger King’s thinking: This is a great viral piece. The effort alone – flying a broiler all around the world to cook burgers, for gosh sakes – is worthy of a documentary.

So, is the Whopper Virgins campaign ‘good’ marketing? Marketing should:

• Help the target audience make informed decisions about products. Nothing about this video does that. Nothing tells me why I’d want a Whopper.
• It should not make the target brand look foolish. Burger King ends up looking (in my opinion) a tad silly. They spent who-knows-how-much money to shoot this. Could they have better spent the money on other aspects of marketing? Or on their product? Also, “Whopper Virgins? Are you kidding me?
• Make me want the product. This video utterly fails to do that. Granted, I’m a classic middle-class liberal. So I have no sense of humor. But I’m also an avid fast food consumer. This video makes me want Wendy’s.
• Take risks. Good marketers take chances now and then. Nothing wrong with that. And this video clearly takes a gamble.
• It should generate buzz. It’s certainly done that, with headlines like “Socially Awkward” and “Just Bad Taste?”.

I don’t think this video deserves the controversy it’s generated. You could interpret it as offensive. But would you consider it as offensive if the video had been done by National Geographic? Probably not.

But it’s not good marketing, either. It’s an art project: A huge investment of dollars in something that probably won’t pay off, in spite of the kerfuffle right now.

How many burgers do you have to sell to pay for that rental helicopter, I wonder?

In December, we at Abraham Harrison helped the Fresh Air Fund reach out to bloggers and folks online in order to remind the online Fresh Air Fund friends and family that they both need donations during this time of year as well as needing families to host children for the summer. Since the holidays, over ninety bloggers have responded to Fresh Air Fund’s call to action with the placement of banners, with tweets, and with blog posts. We are much obliged to you, Fresh Air Fund bloggers! (via Marketing Conversation)

1. Young Manhattanite via Young Manhattanite.
2. Dicky’s Doodles &Scribbles via a Banner.
3. Mexico Surfin’, Traveling via a Banner.
4. Sonofthebeaches via a Banner.
5. More Of Dicky’s Doodles and Scribbles via a Banner.
6. Willy Wipeout via a Banner.
7. Dicky’s Gallery via a Banner.
8. Mexico Surfin’, Traveling via a Banner.
9. East Village Idiot via a Banner.
10. Assertagirl via The Fresh Air Fund: Donate Today To Change A Child’S Life Forever..
11. Olean NY, Bradford PA Entertainment Connection via Give The Gift Of A Fun Summer.
12. Picking Daisies via a Banner.
13. Rethinking Life via Rethinking The Natural World.
14. Sugar and Spice & a Little Rice via a Banner.
15. Self-Absorbed Boomer via Fresh Air Fund Needs Your Help This Holiday Season..
16. Make it Happen via Help The Fresh Air Fund.
17. Serf City via Give To The Fresh Air Fund.
18. Art of the Possible Online via The Fresh Air Fund Helping Inner City Children.
19. Yoga and Judaism Center via Fresh Air Fund.
20. Blah Blah Babycakes via This Holiday Season Give The Gift Of Fresh Air..
21. The Hosanna Road via Fresh Air.
22. The Stephford Diaries via Randomness Because I Can.
23. Lost in the Ozone via Happy Holidays From The Fresh Air Fund.
24. Stories of a Traveling Diva via Share Your Blessings For The Fresh Air Fund.
25. Grace come By Hearing via a Banner.
26. LeeOdden via a Tweet.
27. Ocean Hopping: NY To London via Fresh Air For Christmas.
28. Parenting Cares via Making This Holiday Count.
29. She Lives via Fresh Air.
30. I Say Hella via Support And Awesome Cause.
31. Bloody Brilliant via a Banner.
32. Tom Glover’s Hamilton Scrapbook via The Fresh Air Fund
33. Around the World in beautiful Shoes via a Banner.
34. Circle Of Life via a Banner.
35. Fat Doctor via Give The Gift Of Fresh Air.
36. Gotham Unleashed via Don’t Forget The Fresh Air Fund!.
37. Blue Ridge Dreaming via a Banner.
38. Mountain Mama via a Banner.
39. Best View in Brooklyn via Need An End Of The Year Tax Deduction? Consider The Fresh Air Fund.
40. Left of Centre via a Banner.
41. Samotalis via Happy Holidays From The Fresh Air Fund.
42. Word Journey via You Can Give A Child A Break This Summer.
43. Blogging for Business via The Fresh Air Fund Needs Help.
44. Speaking Thru Me via a Banner.
45. Myrtus via Open Your Heart.
46. Queens Crap via a Banner.
47. Camy’s Loft via a Banner.
48. Just A Flip Flop Mom via a Banner.
49. The Online Degree Dorm Room via Try A Little Fresh Air This Holiday Season.
50. Jewels of My Heart via The Fresh Air Fund.
51. Citizen Hunter via The Gift Of Fresh Air – And A Family.
52. The Common Room via Truly Give The Gift Of Space To A Needy Child.
53. mytopicalescape.com via a Tweet.
54. Political Junkie via The Fresh Air Fund. .
55. Outskirts:Life and Times in Charlottesville via C-Ville Needs Fresh Air.
56. Zoeysworld via Fresh Air Fund Thoughts.
57. Newbie NYC via NYC Charities – Tis The Season.
58. Lessons From a Recovering Doormat via The Gift Of Charity.
59. via Editors Advise On The Pursuit Of Happiness… The Couture Pack Or Not….
60. The New Dad Blog via a Banner.
61. South Bronx Math Teacher via a Banner.
62. Christ, My Righteousness via Supporting Fresh Air Children Fund Psa.
63. Friends of Dave via The Fresh Air Fund.
64. Base Magazine via The Fresh Air Fund Needs You!.
65. Christian Spirituality w/ Edges via The Fresh Air Fund: Changing Children’s Lives.
66. Inside the frame via a Banner.
67. Sherman’s News and Editorials via The Fresh Air Fund.
68. Tri Valley Technology News via Giving To Children In Need For The Holidays.
69. Enux.org: Regional News via Giving To Inner-City Children For The Holidays.
70. The Tutorial Blog via Giving For The Holiday Season.
71. Pregnant Pause via a Banner.
72. Healing Quotes.Daily Inspiration via a Link.
73. Healing Quotes.Daily Inspiration via a Link.
74. Green Daily via Share Your Christmas Blessings.
75. Paravanes: Christian Meditations via Fresh Air; It’s A Good Thing.
76. The Diva Network via a Banner.
77. Baby Fruit via a Banner.
78. Cheap Textbooks for college English literature writing via a Banner.
79. Happy at HFC via Fresh Air Fund.
80. ClearlyEnlight’s Travel Blog via a Link – Under “Websites”.
81. Granby 01033 via Support The Fresh Air Fund.
82. Third Mom via a Banner.
83. Baby Ethiopia via a Banner.
84. Baby Ethiopia via a Tweet.
85. The Buddha Diaries via Fresh Air.
86. Third Mom via The Fresh Air Fund.
87. The Evil Beet via Amazing Opportunity To Help Out: The Fresh Air Fund!.
88. New York Portraits via Sparkly Lights In Rockefellar Center.
89. Londonderry NH net via Thinking Of Summer, A Child In NYC Is!.
90. Good As You via a Banner.

I am not willing or able to say that the following 91 blog posts about social media, blogging, new media, social networking, etc, are the definite top-91 posts because I didn’t have the time or attention to go through all of my 5,437 blog posts:

1. Social Media Reputation Management
2. The Social Mediasphere is Truly Global
3. Real PR Takes Real Relationships, Really
4. Imagine Meeting Someone in a Bar
5. What Motivated You to Learn About Social Media?
6. Strong Community Demands Strong Leadership
7. Three Mistakes PR Folks Make Pitching Bloggers
8. What in the Heck are Twitter Hashtags?
9. Do Social Media Solutions Stagnate After Acquisition?
10. What is the Difference Between Marketing and PR Online?
11. Should Your Business Tap Social Networks?
12. Comprehensive Online Conversation Marketing Campaigns
13. Marketing in the New Millenium is PR
14. Blogger Outreach is PR and Not Marketing
15. Only Public Diplomacy Can Heal the U.S. Brand Perception Crisis Abroad
16. PR Needs Geeks
17. Corporations Do Social Media Wrong
18. Online Field Marketing
19. Web 2.0 Mirrors America as She Actually Appears
20. Live Commercials are the New Black for Television
21. Online Outreach and Online Engagement Primer
22. Do PR Execs and Lawyers Have the Same Bad Rep?
23. The Gap Between the Geeks and the Wonks Needs to be Mended
24. Old PR Needs to Learn to Love Not Loathe the People
25. What is a Vertical Blog?
26. Online Communities are Real Communities of Real People
27. Caveat Emptor et Lector
28. Long Tail PR Requires New Media Marketing and Online Outreach
29. Control the Language and you Control the Mind
30. PR A-List Bloggers are Alexa Amateurs
31. Online Communities are Not Virtual
32. Bloggers Can Ignore Basic Journalism Ethics
33. What I Would Have Done if I Were Edelman Me2Revolution
34. The New York Times Code of Ethics is Mandatory for Journalists Not Bloggers
35. In Defense of Edelman over Bribery Charges
36. Online Publicity
37. RSS Feed and Syndication Strategy
38. People Talk Online Like They Do Over Coffee or Across the Cubicle
39. Hill Holliday is an Expert at Textual Healing Flash for SEO
40. Repost: Blogs the Main Stream Media Read Redux
41. Online Reputation Management
42. Ping Servers and Wire Services Converge
43. Prospect Bloggers Before Blogger Outreach
44. New Press Releases Need Not Be New Media
45. How Many Influencers, Influencials, and Opinion Leaders are There?
46. Effective PR Blogging
47. Search Engine Optimization Works like a Champ
48. Magical Misdirection in Public Affairs and Politics
49. We Bloggers are Kingmakers
50. Authentic is as Authentic Does in the Blogosphere
51. Your Key Online Influencers are a One In A Million
52. MSM is Losing Control of the Press via Blogging, the Next Gutenberg Revolution
53. The Gender Divide in the Blogosphere is Actually a Literacy Divide
54. How Can Main Stream Media and Bloggers/Citizen Journalists Collaborate to Produce Better News/Information?
55. Is There a Widening Gap Between Mainstream Media and Bloggers/Citizen Journalists?
56. What is the Diff Between Advertising, Media Relations, PR, Marketing, Selling, Branding, and SPAM
57. The Definition of Medium as in “Because the Medium is the Message”
58. Why I Blog What I Blog on this Particular Blog
59. Brand Protection on Blogs
60. Articles About Blogging for Business, Professional Blogging, Corporate Blogging and PR Blogging
61. A Sample of the Best Blog, Blogging, and Internet Articles
62. Online Advertising’s Tipping Point Approaches
63. PR Blogging for Brand Promotion
64. The Interconnectedness of the Blogosphere and Mediasphere
65. Top Ten Rules for New Media Branding
66. An Argument for Online Market Intelligence
67. Virtual Communities v Blogosphere
68. Caveat Emptor et Lector
69. Always Remember the 95 Theses of the Cluetrain Manifesto
70. Effective PR Blogging
71. Control Your Google Listing
72. Quick Blog Search Engine Optimization Tips You Can Control
73. Don’t Worry You Didn’t Miss the Height of the Blogosphere
74. The Blogosphere Exists and it Can Include MSM
75. Comprehensive Online Conversation Marketing Campaigns
76. Three Mistakes PR Folks Make Pitching Bloggers
77. Earned Media for SEO and Profit
78. Using Twitter for Branding and Engagement
79. Social Media Reputation Management
80. The Powerful SEO Benefits of Blogger PR Outreach
81. Always Remember the 95 Theses of the Cluetrain Manifesto
82. Should Your Business Tap Social Networks?
83. Blogger Outreach is PR and Not Marketing
84. Live Commercials are the New Black for Television
85. All About Word-of-Mouth Marketing AKA Buzz Marketing
86. Journalism Gods Agree with Me on The Bribe
87. Marketing Online
88. What to Do When Your Decide Your Company Should Blog
89. Fake it ‘Til You Make It Repost
90. Purina ONE is Role Model for Word-Of-Mouth Marketing
91. What Networking is Versus What Networking Should Be