Social Behaviours and Brand Identification-My Intrigue Today

(1) A Social Network company’s email error

This morning an email from A Social Network Company’s landed in my email box. The salutation was odd *|FNAME|* *|LNAME|* , clearly there was a glitch in the mail out that substituted that where the recipients first and last names would usually go. Subsequent to that I noted on Twitter that a number of people directed tweets to A Social Network Company’s’ to complain about receiving this. A couple of thoughts came to mind when I saw those messages:

(a) When we receive messages from an email newsletter or promotion and our name is in the message, it ‘feels’ personal but it isn’t really, thousands of people received that same email with their name in it. It is simply technology taking the information you provided when you signed on and ‘personalizing’ the message. To my mind, real personalization comes from an individual sitting down and thoughtfully crafting a message to me. A mass mail out isn’t personal, whether my name is in there or not. Yet the wording of some of the tweets gave the impression that people actually felt slighted because this time there was an error where their name should have been. Have we gone too far in blurring the lines between what is truly personal and what is simply mass marketing? Do we identify too closely to a brand or a business?

(b) A Social Network Company’s’ employee responded to the messages noting it was a “wee” error, which essentially it was. However, as someone who has worked in HR for decades I do know that people are sensitive to how and when their names are used. A misspelling or worse a wrong name being used in a written or verbal message will understandably upset people. So while the error A Social Network Company’s’ made was in the big picture, really quite minor, it unfortunately targeted the one thing in that message that was bound to create some frowns.

(c) What do you think: did A Social Network Company’s’ get it right by referring to it as a small error and providing a simple apology?

(d) A few people that sent tweets crossed the line into rudeness or overstated the issue in their messages-is this something you would like to see less of in Social Networks?

(2) Apple announced a new product today. Usually, for the two weeks prior to an Apple announcement the rumours start flying around the tech sites, yet we know that Apple never reveals what they are about to announce until they are ready. Perhaps some writers enjoy the guessing game.

What I find more interesting than whatever it is that Apple (or any company) is announcing as a new product or service is the reactions of people on Social Networks and in subsequent face-to-face conversations. The commentary around Apple vs. their closest competitors is interesting not so much based on the technical points discussed but on the level and type of emotion that is expressed. It used to be that we chose what products or services we bought based on what we needed and what we thought provided the best quality we could afford.

(a) Now, it appears that there is a fair bit of emotion that goes into these purchases although often people seem unable to really explain that emotion in a way that is identifiable. I find it relatively easy to understand someone stating that they don’t purchase products from a specific business because there is proof that the business is having products manufactured in factories that engage in abusive and dangerous employment practices.

(b) It intrigues me when someone states they will not buy a product, not based on the quality of the product, the price of the product or egregious business/employment practices but because someone irritated you by an overenthusiastic rave about why they like their (insert product), or you have a negative concept of who buys (insert product) and don’t wish to be seen as part of that group of people, or because ‘cool’ people buy (insert product).

Which brings me back to my question in (1) (a) Do we identify too closely to a brand or a business? What does this mean to our individuality, our ability to innovate and create and our sense of self? I have used Apple as an example here simply because they so conveniently made an announcement today and the social networks comments that followed were pretty much in line with what we see each time, however, this applies to many different brands and industries.

I have posed a couple question here that intrigue me but I am really curious as to how people feel about the level of brand promotion and our approach to choosing what and where to purchase necessary items. What do you think?

Pondering Social Gaffes-A New Perspective?

There has been quite an upsurge in social media/networking related gaffes lately (isn't gaffes a good word for this as it is defined as a "social blunder"?) and mixed into this is the debate about the online 'outing' of people involved in the riot in Vancouver two weeks ago.

What strikes me about so much of the commentary is that 'social media/networks' are commonly named as the culprits in whatever problem is at hand. Social media/network tools are just that-tools, any gaffes that occur while using those tools are created by the user.

Social media/networking tools can be used in a positive or negative manner-the choice and the responsibility for which way it goes is up to the user. This is why it is a good idea for parents to teach responsible use of social media to their children and provide ongoing coaching; it is also a good idea for managers in organizations to ensure that there is an effective social media policy and that employees are trained, coached and reminded as to appropriate use of the tools. Yes, it is the individuals responsibility but this is still a fairly new tool which is now experiencing rapid growth and change.

The 'how to' of using the tools is a technical training need; the 'what' of the content that one posts falls into the realm of interpersonal skills, reputation management and personal responsibility and accountability. The technical training is relatively easy, the personal development skills are a little more complex but you can start with respect-for oneself and for others.

Professional Social Networking Profile

While conducting my research into social media last year it became clear that many people don't view their online activities from a professional or personal image perspective. Some people will post a reasonably professional profile on LinkedIn but their Twitter account too often has problematic tweets and I think most of us are aware of just how problematic Facebook postings can be. Often I have seen profiles on LinkedIn that are fine but then the owner of that profile posts inappropriate content in groups or falls into the flame wars syndrome thus lessening the effectiveness of their profile. Other people post a profile on LinkedIn that  is so poorly done that recruiters will pass them by quickly and they may then lose an opportunity at a job.

I follow a few people on Twitter who readily identify with the organization they work for but some of their posts are inappropriate for an online forum which alters the opinion of readers regarding the poster but also gives a less than stellar image of the company they work for.

The prevalence of swearing on all social networks is disturbing, not only are those words losing any real impact as they are repeated so frequently but they leave you wondering if the posters lack the ability to discuss or disperse their thoughts with some sign of critical thinking.

I read the link to Justin Goldborough's blog (http://justincaseyouwerewondering.com/2011/05/08/the-growing-need-for-a-tact-counselor) which coincided with a discussion I had this weekend regarding the need to teach people how to handle themselves online. The problems cited included my points above but also pointed out that among the high school, college and university crowds social networks have become another source of bullying and the serious mental health issues that arise from this. The conversation also covered the perhaps surprising results that many well educated professionals make mistakes online as well. When I think back over similar discussion over the past year and the increasing number of workplace disciplinary actions or firings over online postings it is clear that a much stronger focus needs to be put on this topic for everyone.

Inappropriate posts on any social networking site or blog comments section can derail a career, deny you admission to the post secondary school of your choice, get you fired or find you the target of a lawsuit. In many cases you may not even know that you were passed over for a job, promotion, contract or school because of something on a social networking site as the people researching these will simply eliminate you without telling you why.

I am offering a Professional Social Networking Profile consultation (Spring Promotion is $50 or a group rate can be negotiated for groups of 12 people or less) to help registrants develop a professional profile and clean up any online data they may already have. This is not a course on how to use social networks from a technical or marketing standpoint but how to present a positive image for you online.

If you or someone you know are interested in registering for this consultation or wish to arrange a group session in the Vancouver area please email me at kwills@telus.net.

Why Leaders Ask the “W” Questions

Phrases that make me stop and ask “why, what, who, where or when?” seem to be cropping up more often both in my online work and in face to face conversations. These phrases use the following terminology:

• “Most people…”
• “The majority of (Canadians etc.) feel (think, believe etc.) that…”
• “Everyone knows that…..”
• “No one wants……”
• “People in (Vancouver etc.) are so (mean, stupid, cold, unfriendly etc.)”
• “Never do business with (ABC), they are *the* worst…..”
• “People who (rely on technology; ride without a helmet etc.) are idiots”
• “Everyone who works here feels….”

There are more of these phrases but those examples are the ones I seem to come across quite often. The use of this terminology is likely to arise from a variety of factors (the 140 character Tweet is one of the Social Networking contributions to this phenomena) but they carry with them a sense of drama and suggest a belief that if *I* think this particular point is true, surely the ‘majority’ must agree with me.

If you are in a leadership or managerial role, or if your work involves frequent interactions with employees the why, what, who, where and when questions will often shift the discussion from an all-encompassing issue to gathering details that will assist in the problem solving process. Perhaps the difficult part of this type of interaction is quickly getting our own first reactions under control so we can ask the “W” questions from an objective position.

What phrases are triggers for you? How do you deal with them?