Will it all become one big sharing party?

This afternoon, I read a piece in the New York Times about the Tateuchi Center, a new performance space opening in 2014 in Bellevue, Washington. This hall plans to allow the use of smart phones during performances, and is even adding an antenna to make sure patrons have a strong enough cellular signal to post and tweet as they please. The assumption is that the additional sharing of live performances via social networks will attract a younger and larger crowd, and it seems logical enough. Given my line of work (social media marketing), part of me looks forward to the adoption and all the fun to be had with this brave new concert etiquette in 2014. However, a bigger part of me worries and feels a bit sad: no place is sacred anymore.

Now would be a good time to share with you some thoughts on my mind about “sharing.”

Sharing at events – For the past couple of years, I’ve attended many social media, technology, marketing and networking events and conferences. For some of them, I’m responsible for live tweeting/sharing sound bytes and snapshots, and responding to comments and questions in the back channel. At the majority of them, it’s “customary” (or expected) that I’d check in on three or four location based apps upon arrival at the venue, tag a bunch of friends or associates, and then proceed to take pictures (or have them taken) and share them on more social networking sites. Early on along this process, I would obtain the official event hashtag so that my event related tweets are properly tagged, and so I can use it when following up with fellow attendees afterward. Here’s the secret. Of all the events I attended over the past three years or so, at least eighty percent of talks or presentations didn’t really register with me. Sitting among the audience, and often closer to the front, I look very focused, furiously taking notes. The truth is, I’m so busy listening for the next tweetable and retweetable sound bytes from the presenters that I don’t actually hear anything. I’m too busy sharing.

Sharing while reading – At night, I pick up my Kindle for some bedtime reading, and marvel at the possibility (and now a reality) of communicating with authors and fellow readers electronically. Instead of discovering others’ notes in used book stores, I can now find them online. Instead of penning letters to authors or seeing them at library events, I can now send them questions or feedback while I’m in the middle of the digital book. Is this cool? Sure. Do I want to participate? I don’t know. I grew up knowing reading as an essential part of my solitude. Sharing is great for book club discussions. Social interactions while reading, I feel, would take away from my own process and appreciation of the work, and I have to wonder if writers really want that for readers or for themselves.

Sharing in everyday life – Two weeks ago, as I was pulling out of our driveway and heading to the office, a deer emerged from the woods and strolled onto our front lawn. I stopped, turned off the engine and rolled down the window. He stood by our young maple tree and looked right at me. Like reflex, I reached for my phone to take pictures for Instagram, and text TJ and Ty about it, but before I even finished entering my phone passcode, the deer walked around my car, and began trotting up and down our quiet street. I decided to put my phone down and just enjoy the encounter. It was mine to savor. I didn’t need to tell the world about it right then. Sharing the event digitally, instead of focusing on the joy of those moments, would have been a shame. Interrupting that time and experience would be disrespecting myself.

By now, you’re wondering: “Wait, doesn’t every social media marketer love to share everything and want everyone to do the same?” It seems that way, doesn’t it? :)  The answer is: yes and no, and I can only speak for me. Thing 1: I’m human. I’m a mother, wife, daughter, sister, and friend. My sharing activities have to take my loved ones’ lives, feelings and privacy into consideration. Thing 2: I do work in social media and I’m a fan of word-of-mouth marketing. Not every sales and marketing message can or should to made “social” or “sharable.” It has to be relevant first. I’m pretty stubborn about this and will discuss this in another post later.

How much and how often do you share? Where do you draw the line? Is that line moving or blurring in your world?

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School != Learning

Not that I’m super old, but my priorities have shifted significantly over the last 2-3 years as I further cement my place in the “middle age” category. (You’re welcome, U.S. Census.) Having experienced losses and challenges definitely nudged the process along, although I wish it didn’t always take so much sadness and regret to remind us to re-examine our own lives. My family and I have made some important changes in the past few months, in how we live, work, learn and play. As we make these transitions and I gather my thoughts, I’ll share some of them in the next few posts.

LEGO school bus

School != Learning

The education system in which I grew up was similar to force-feeding geese for fatter livers and better foie gras (mmm, liver). I did my best to think and do for myself outside the proverbial box, although doing so was often seen as acts of rebellion, which culminated in my departure from the boarding school and Taiwan. I won’t bore you with details, but my memories of those years and some residual effects played a large part in my decision to finally take Ty out of the traditional classroom. Honestly, I wish I had done it sooner, but better during the 11th grade than never. Sending him to what amounts to a daycare for 8 hours a day was not only ineffective, it was also causing stress in our family because he was “rebelling” like I did all those years ago. Said daycare simply did not have the bandwidth to truly help students develop into lifelong learners, and it’s really not the fault of any one school. Now Ty attends high school classes online, at his own pace, which usually means flipping through the required reading and assignments swiftly (he still needs to meet graduation requirements), and spending the majority of his time on the subject matters that interest him. No more “Mr. so-and-so said this” during our convo at the end of the school day. Instead, he shares from whatever he discovered, made or read that day, and we often have energetic discussions or debates that encourage all of us to think and find out more.

To be clear, I have not and am not advocating for homeschooling here. I’ve always had full-time employment outside the home and would never compare myself to those courageous parents who have made the decision to educate their children at home. That is a huge commitment. I have chosen what I believe to be a good combination of structured virtual classroom setting led by qualified instructors, scheduling flexibility, and a much better curriculum with diverse offerings (through K12). Honestly, I lost many nights of sleep before finally pulling the trigger. No matter how much research I did, part of me feared that I was about to ruin my kid’s life, but in the end, something had to change. We agreed to give this new learning arrangement a one-semester trial. Unless he somehow fails to meet his academic accountabilities, I don’t foresee us going back to the old way.

I can appreciate the need to standardize our children’s education, and I believe every child needs to be exposed to a well-rounded curriculum before they learn to choose for themselves. However, performance aside, the public education process has (d)evolved into something that, for the most part, effectively robs children and parents the joy and responsibility of teaching and learning. There’s much more I have to say on the topic of education and learning (and they are different), but it’s time to go watch a demo of Ty’s latest game programming projects.

Photo from Bill Ward’s Brickpile.

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The Seesaw of Connection and Privacy

Given the nature of my work, I’m much more active on social networks than many of my family and friends. “Connections” and “privacy” are always at two ends of a seesaw in my head. Recently, a client sent me a Facebook friend request, and I hesitated. Naturally, I asked the question of my Facebook friends: “Do you accept FB friend requests from clients?” Of the 8 comments received, 3 were definitely yes, 2 maybe (clients could become friends or vice versa), and 3 preferred to keep client relationships on LinkedIn and/or Twitter.

LEGO Seesaw

Arik Hanson was among the 3 “yes” respondents and blogged about his thoughts on PR Breakfast Club. For Arik, a business communications professional and seasoned blogger, being Facebook friends with clients is about strengthening the connection and improving the working relationship. I can definitely appreciate his point of view. Getting to know each other as people outside of work can certainly enhance interactions in business settings, which is why we do lunches, play golf, etc.

Perhaps my concern is more about my family and personal friends. By mixing personal and work-related connections on Facebook, I could potentially put my family and close friends’ privacy at risk, and I wouldn’t want my loved ones to feel like they have to sensor themselves when interacting with me on Facebook.

Another point of consideration: the more Facebook connections I have, the less control I have over the content associated with my Facebook profile, and I cannot be sure of the privacy settings of other people’s accounts or their knowledge regarding security. Of course, the safest thing to do is to not post anything at all, but that’s like telling teenagers safe sex equals abstinence.

By the way, in case you haven’t heard, Mark Zuckerberg says Facebook is about sharing and doesn’t want you to be too concerned with privacy.

Just as social networks are always evolving, my opinion about this will probably change over time, depending on the role Facebook plays in my life at any given stage. For now, I’m sitting on the “privacy” end of the seesaw, choosing to practice filtering and selectively blocking. I’m not worried about missing out on the connections I need to make, because those who are interested can always find me on LinkedIn or Twitter.

Where do you draw the line when it comes to connecting on social networks?

Photo used under Creative Commons from Bill Ward’s Brickpile.

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Of House and Home

I live in a nice house. Not extravagant. Not palatial. But nice and comfortable. I should be thankful, and I am.

Sometimes, I fantasize about living in a smaller house, or returning to that 2-bedroom waterfront apartment we lived in once. Most of the time, this fantasy comes to mind when I’m driving to work on Monday mornings, thinking about all the chores that still need to be finished or house work that should have been done better. The bb gun hole through one pane in the window needs to be repaired. Gotta call the lawn care crew to come out and check on the shrub. I forgot to inventory the 2nd pantry (yes, I have two) for dinner ingredients. Oh, right, a heating element needs replacing…

I don’t remember having so many worries when we lived in that lovely 2-bedroom apartment with the gorgeous view of the lake.

And then, there are those days, after sending Ty to school (you know how much I love our morning routines), I look around my sun-filled house and wish I weren’t in a hurry to leave it and head to an office. There are so many things to do and enjoy here, but no one’s home to do and enjoy them. The piano sits silently in the living room. The Chinese watercolor scrolls in the dining room don’t get the regular admirations they deserve. The guest washroom only gets monthly cleaning because we seldom have guests over. Heck, the guest bedroom still has that new house smell when I occasionally open the door to retrieve something from the closet. There’s a huge yard: front, side and back, and I could only wish there were foot traffic on that grass so I might get a chance to complain about how the lawn got ruined during our last party. There is no party, ever. Ty actually took a picture of the flowers in our backyard and text’d it to me a few weeks ago, because he knows I’m never home to see them.

I’m missing out on my own life, let alone that of my good friends and relatives. And I’m frustrated about it.

Tulips, early spring

Tulips, early spring

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M.I.A. (Moms I Admire) – Sharelle Klaus

In my experience, brands that have compelling stories to share are better equipped to leverage social media. Many companies don’t have that luxury and need to invest in the creation of stories first, and it can be done. However, when a brand already comes with a human voice and personality, it’s already ahead of the game.

Such is the case with DRY Soda.

Sharelle Klause (front/right) at DRY Soda taste tour launch

Before I go further, let me disclose up front that I’m currently working with DRY Soda and having a great time with it. I have never written about a client on my personal blog, but the DRY Soda story resonated with me personally and I wanted to share it with you. Besides, I was already a fan of DRY Soda before working with them.

In addition to being the Founder/CEO of a fast growing, well loved beverage brand, Sharelle Klaus is a wife and a mother to four beautiful children. She enjoys good food and spending time with friends. For many years, she couldn’t have alcoholic beverages with a nice dinner or while out with friends, because she was either pregnant or nursing. Not being able to pair wine with dinner, or have some bubbly on special occasions, left Sharelle feeling like she was missing part of the experience. I know exactly what she means. :) (If you know me or follow me on Twitter, Instagram, etc., you know adult beverages have a fair amount of presence in my life. Ok, fine, it’s a constant presence.)

Being a mom, Sharelle is careful about food and drink choices for her children. She wants to give her family healthy options without sacrificing taste and fun. Mass market soft drinks are definitely out. All the “natural” sodas out there leave something to be desired: flavor, sugar content, additives, etc. I’m a mom, too. I’ve also checked and double checked all the soft drink choices available in my local supermarket, and usually walk away from that aisle, shaking my head.

The combination of these experiences, wishes and needs propelled Sharelle to create DRY Soda. Her story speaks to me: as a mom, a wife, and a fan of good food, good drinks and good times with friends. She turned her own life experiences into a product that so naturally (pun intended) finds its way into people’s lives. As I said in my previous post, whatever message a brand sends out, via traditional advertising or social media, it has to be relevant in its audience’s lives, or it won’t get very far.

As my friend Jen Zug reminded me recently: “We are most successful/joyful/productive when we’re true to who we are.” I see Jen practice this in everything she does, everyday, and I see the same spirit in Sharelle. Stories of “mompreneurs” inspire me, and I hope to make it a regular feature on my blog. I’m thinking of going after Maya Bisineer, Founder of Memetales, next. :) Stay tuned!

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You’ve built it, but why should we come?

Ok, here are a few questions I’ve been dying to ask my friends:

  1. Of all the brands you follow on Twitter, how many have you recommended to family or friends?
  2. When was the last time you entered to win something on Facebook AND shared it with friends?
  3. Do you use a “junk mail” email address to sign up for news/offers/etc.?
  4. Think of your top 3 favorite YouTube videos. Were they product pitches? If so, did you buy?

Nowadays, every brand wants us to “like” it on Facebook, follow it on Twitter, watch it on YouTube, subscribe to its stuff, download its app, and join its “community,” and blah blah blah. It’s enough to make Susan Powter scream. Seriously, how many different ways do YOU want or need to hear from a company?

Here’s the thing, dear brands: When the voice in the corn field whispered “if you build it, he (they) will come,” it definitely wasn’t talking about all your social presence on multiple networks. We only “like,” follow, subscribe or download when there’s something in it for us. Your customers, not the C-suite, are the most demanding people when it comes to ROI: is your company and its wares worth our time and/or money? If your company doesn’t offer anything unique and compelling, isn’t helpful, or doesn’t provide easy access to whatever we want, we either won’t come or won’t stay. It’s that simple.

What if, instead of chasing after the next shiny social media object, you spent that time approaching us at our favorite hangout, both online and offline, and talked with us? What if, instead of trying to create the next “viral” thing (eww), you asked what we want or need, and actually made it happen?

True, I work in the social media field, and I’m familiar with many tactics brands employ to spread its messages online. But more importantly, I’m a wife, a mom, a woman with disposable income, make household purchasing decisions, tech gadget friendly, and active on social networks. I get pitched and marketed to all day long, too. I see and understand both sides, and not surprisingly, the side of real life wins every time. I’m thankful because the combination of my two points of view helps me make better recommendations and decisions for my clients. So, dear brands, whatever you choose to do with this social media thing, if it’s not relevant to your customers’ lives, it won’t last, and certainly won’t help your bottom line.

P.S. Have you read Brains on Fire (the book)? I’m a fan, and would recommend it to you. And no, this is not an affiliate link.

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In which I question my own blog

One of my favorite bloggers and friend, Brett Nordquist, met with me over lunch a few weeks ago. His first question to me was: “Why don’t you write more?” Gotta admit, I knew that was coming, and I’m glad he asked.

So here I am, logged into my WordPress blog again. And again, I’m greeted with so many updates. Honestly, every time I log in, by the time I fix all the issues and run all the updates, I’m spent. My desire to write has long vanished. So I log back out, feeling like I just wasted a lot of time. Maybe WordPress was the wrong choice for me?

I suspect the bigger issue is I haven’t found my blogging voice. I thought I had a good idea of what I wanted this blog to be when it first began. Over the past couple of years, instead of nurturing the kind of writing I grew up doing, I tried to change directions. Instead of talking about what I’m actually thinking, doing and feeling, I tried to be all “high level” and business like. I thought I was being “grown up” about blogging. Turns out it’s probably a lot of bullshit.

So I spent some time reviewing my RSS feed yesterday. Got rid of several blogs that I thought I needed to read but rarely find inspiring. I realized my favorite bloggers are the ones that speak their minds and tell good stories. Brett’s very personable and often touching blog definitely falls into that category. Jen Zug‘s posts usually make me think about my own choices in everyday life. Alison Byrne Fields doesn’t blog much but I always devour her posts when they show up in my feed. I also enjoy Penelope Trunk‘s snarky and brutally honest writing. I’m starting to see a pattern…

So, the mechanics of WordPress aside (which I may just pay someone to do), I need to get back to blogging for myself. I’m a writer’s daughter. Approaching writing in any way other than honest just won’t get me anywhere. So, that’s settled.

Dad 白惟良 at Mt. Rainier

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Social Media: Set It and Forget It?

Social media is hard work when done right, and the upkeep can be taxing especially when faced with tools and platforms that are constantly evolving. I’m knee-deep in all the to-dos of social media for my wonderful clients on a daily basis, so believe me when I say I understand it is very tempting to set some tasks on auto pilot.

Whether you’re using social media for business or personal branding, there are a lot of tools out there that promise to help you manage your online presence with much less time and effort. Efficiency = good, right? Many of these nifty add-on tools offer to deliver Twitter messages for you automatically. All you have to do is “set it and forget it.” At the very beginning, there were auto-follow and auto-DM (direct message). Lately, I’m seeing more and more ListNotify and paper.li tweets that are auto-generated. That’s what prompted this blog post.

paper.li is similar to The Tweeted Times. Their original intent is to simplify content aggregation and sharing. Sounds harmless enough, right? I will say upfront that when used smartly, the auto tweets generated by these tools could be of interest to your Twitter followers. The key is to provide context in the auto tweets, whether it’s industry specific, event focused or topical. (Hat tip to my friend Dan Gordon for his response below.) Unfortunately, most of the the paper.li tweets I’m seeing simply say: “@MyName’s paper.li is out! <link> Top stories today by @SMGuru @TechBigshot @FacebookNinja.“* To me, it feels like someone dropped a pile of day-old newspapers on my desk and expects me to read them. Consider the fact that most of us have enough trouble keeping up with our various inboxes, RSS feeds and research related reading, what do you think the chances are that we’d be interested in reading someone else’s pile of papers?

@DanGordon's tweet re: paper.li

@DanGordon's tweet re: paper.li

ListNotify is a cute little tool created by Iron Monkey Ventures. The name started showing up in my tweet stream a few days ago. This afternoon, I decided to ask people about it, in case there’s something good about it I’m missing. Thanks to my friend Kristy Bolsinger for the passionate response below. :) I’m sure its creator, Larry Mai, is a very smart and nice guy, although I did get a good chuckle from his personal Twitter bio: “Making a mess.” Yes, ListNotify is making a bit of a mess in my tweet stream. Every time a ListNotify user gets added to someone else’s Twitter list, it generates a tweet that states that fact. If you’re using ListNotify, I just hope your tweets aren’t being cross-posted to Facebook and LinkedIn, too. Yikes.

@Kristy Bolsinger's tweet re: ListNotify

@Kristy Bolsinger's tweet re: ListNotify

It’s true. Your Twitter account is your own space, and you’re free to say whatever you like. However, if your goal is to grow your Twitter audience and influence, please be considerate of your followers’ time and interests. I cannot stress enough the importance of context, and doing it consistently well in under 140 characters definitely takes thoughtful planning. “Set it and forget it” just won’t do.

That said, there are many good Twitter add-on tools available, too. What are some of your favorite ones? Please share with me in a comment below so I can try them, too. Thanks!

*These Twitter names are fictional. Any resemblance to real people and accounts are purely coincidental.

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A New Professional and Personal Adventure

I’ve been quieter than usual lately because I’ve been busy wrapping up 13 years of my life at Ben Bridge Jeweler. On Monday, November 1, I will be joining Banyan Branch, a Seattle-based social media agency, as an Engagement Manager, and I couldn’t be more excited.

In 1997, I started my career at Ben Bridge Jeweler at the height of the holiday season, during which I learned to quickly catch the ball and get in the game. Over the past 13 years, Ben Bridge has seen solid and steady growth, and so have I. The last 2 years were especially thrilling, as I chose to color outside the corporate lines with great results, while learning from so many brilliant minds in the jewelry industry and beyond. So why am I leaving an organization as stable and well respected as Ben Bridge? Simply put, I’ve been given the chance to evolve and grow with Banyan Branch, and it’s the kind of opportunity that I just can’t turn down. More importantly, this would not have happened without your support. Yes, you. I’ve made numerous wonderful friends during my involvement with Social Media Club Seattle, Social Media Breakfast Seattle, Gnomedex, plus many more camps and events. All of you have challenged me to push my own limits, and for that I’m grateful.

Seattle is one of the most active social media hubs. I’m very fortunate to be part of this fantastic community. Thanks to Kevin Urie for starting SMC Seattle and being such an inspirational leader, and my fellow board members at both SMC Seattle and SMB Seattle for setting such admirable examples in community building, mentoring and thought leadership. I must also thank Ed Bridge, Jon Bridge and my team at Ben Bridge Jeweler, who have helped me grow for over a decade, and trusted me to take the Ben Bridge brand into the social space. I won’t lie though; it’s hard to say goodbye to @BenBridgeGirl. She’s been such a lovely constant companion. :)

I’m really looking forward to new adventures at Banyan Branch, where I’ll have the chance to assist some incredible brands with engagement and movement. I hope you’ll continue to ask me the hard questions and give me straightforward feedback. As always, I’m wide open on Twitter, Facebook and LinkedIn, and I’m sure we’ll see more of each other, both on and offline!

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OMG, We Don’t Have a Social Media Command Center!

Just as I’m in the middle of assembling resources for a branded tweetup, Mashable drops a “Social Media Command Center” and all of Twitter erupts with excitement.

The all-American sports drink, Gatorade (owned by PepsiCo) indeed has built a “social media command center” that includes multiple large monitors and custom software in a designated room with comfy seats. I’m not gonna lie. Those photos of data visualizations displayed on big screens made me a bit weak in the knees, but my projects quickly snap me back to reality.

Mashable has done a terrific job of sprinkling glitter all over the term “social media.” Many large brands can afford to take that leap early and often, and getting featured on Mashable is like a shot of instant MiracleGro for their shiny new campaigns. But chances are, you’re in a position similar to mine. Your brand isn’t that huge, your product isn’t meant for everyone, and you don’t have celebrity athletes dripping sweat on your customers. All the talk and spotlight on whatever new awesome social thing the big brands are doing may not be helpful for what you’re trying to do for your company or client. In fact, it could be a turnoff to the more traditional executives, or it could make your smaller clients panic. What am I trying to say? If you’re trying to sell “social media” to your company internally or to prospective consulting clients, perhaps the latest darling on Mashable isn’t the best example to use. If you’re crafting a plan for your brand, perhaps it would be better to pass on Mashable’s cheer section and search for solid case studies instead.

My suggestions? Seek out people who are doing the work, hands on, everyday. Learn from them. Read their blogs, dig through their Slideshare accounts, stalk them on Google Reader to see what they’re sharing and commenting. A few of my favorites are: Kristy Bolsinger, Sean Moffitt, Tac Anderson, Eric Weaver, and Shannon Paul.

Looking around here, I’ve got an L shaped desk, a Dell PC, two 17″ monitors, a multi-line phone, and a big green coffee mug. What does your “social media command center” look like? :)

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