Tropical Storm Fay flooded our home in Tallahassee on August 23 and we’re still recovering.  I hope to be back at this, making regular posts during the latter part of October.

Thanks for your kind notes and expressed concern.  We’ll be fine here.

Bob Finch

Social media to rescue Jail4Bail campaign?.

“With about two weeks left in the campaign, the funds were about half way to target. And that is when social media, represented by Rafiq Phillips , stepped in.

Phillips is what can best be explained as “super-connected”. He has even featured as the face of Web 2.0 on Carte Blanche. And he understands new media, specifically its viral opportunities. Phillips believed that if the right social media tools were mobilised, more funds could be raised and the campaign could reach the global market. He seems to be right.

Started small

What started as a couple of twitter messages to the 700-odd people that follow Phillips has culminated in Jail4Bail receiving prominent exposure…”

In the 1980’s I ran the fund raising operation for a local unit of the American Cancer Society.  We had our own version of this type of fundraiser.  We “arrested” prominent local officials and put them in “jails” that were set up as props in various shopping malls.  There, a volunteer “judge” would try and sentence the arrestees to jail, from which they had to raise “bail” by calling all their friends and getting pledges.  It was a great media event, receiving excellent local TV and newspaper coverage. 

Back then, the success of the event was contingent upon our being able to arrest people with fat Rolodexes.  In this article, we can see the power of crowdsourcing (leveraged mass-collaboration) through the use of Social Media tools can have.   If I were doing this today, I’d ask my volunteers to find out who they new who had the largest number of LinkedIn connections and put those people high on my list of people to arrest.

The article ends with a very good set of thinking points regarding social media:

if there is something worthwhile talking about, the local social media network can come together and independently still work as a team;

you cannot block yourself off from negative criticism, but you can respond to it pro actively;

there are no geographical boundaries to social media campaigns;

a successful social media discussion spreads fast, and on multitude platforms simultaneously

you have to let go of the message, and trust others with it;

getting your audience impassioned is a good tactic to ensure successful reaction;

be transparent when voicing your goals for the campaign

Many organizations are going to have a hard time getting over their loss of message control with Social Media driven events.  But they do have to get over it.  The crowd is becoming too organic and capable of acting independently for you to ignore it.  Your first challenge is the same as that of a herder, carefully corraling the crowd by continual reinforcement of your themes, strengths and messages.  Your second challenge is coming to terms in advance with the fact that sometimes you will not be in control of results.

Here’s one:

A founding father of the web says it’s come a long way, but its potential for worldwide change can and will be greater still | Comment is free | The Observer.

We’re nearing the tipping point for mobile computing to deliver timely, geographically and socially relevant information. Researchers in Japan recently proposed using data from vehicles’ windscreen wipers and embedded GPS receivers to track the movement of weather systems through towns and cities with a precision never before possible. It may seem academic, but understanding the way severe weather, such as a typhoon, moves through a city could save lives. Further exploration can shed light on demographic, intellectual and epidemiological phenomena, to name just a few areas.

What’s the Best Concise Way to Explain the Value of Social Media to My Audience?

One niche this blog is aimed at is very challenging.  I really want to help people that I describe as “half-timers;“ that is, they have roughly half their careers behind them and half still lie ahead. I see people in this group that have good to great communications skills that have taken them very far… until now.  But what got them where they are just isn’t going to get them where they expect to be 20 years from now.   I am certain that at some point soon they must employ some of the new stuff at least as a complement to their old stuff.  They’re going to have to make some half-time adjustments.

Am I making sense?

I’m starting to see more of these folks become curious about Social Media, but they’re afraid to do more than dip their toes in the water.  I’m still getting the “I have an account, but I don’t see LinkedIn or FaceBook as anything but a waste of time” argument.  I usually rely on a power of the crowd argument and a couple personal success stories to overcome that one, but the new kids on the block like Twitter and FriendFeed and SecondBrain and StumbleUpon are a bit harder talk through with them.

I’ve shared this site and it’s meager (so far) content with several people I had in mind when I came up with the idea and have gotten some encouraging email feedback, but so far only one friend has had the nerve to post a reply.

Thanks Jack!

Having been down the techno-evangelist road before, I know it will take  persistence for me to get through to some of these folks.  But I’ve noted through analyzing my traffic that I’m already getting some pretty savvy Web 2.0 aficionados stopping by.  So, I’m going to try to leverage your expertise.  After all, I’ve put this site out here as somewhat of a collaborative tone in hopes that the Chris Brogans and Coach Debs of the world will drop by from time to time and share their thoughts with some of my readers who might not be able to keep tempo with the tunes they are playing.

As I see it, the more diverse the perspectives that I get in reply to this,  the more likely I we are to bring some of the half-timers up to speed.  Is anybody out there game for taking this challenge on?

How I Got Here

When I was younger, I was reluctant to deal with the ramifications of my idiosyncracies. At the University of Florida, after not picking a college until threatened with expulsion, I quickly switched course tracks from Journalism, to Public Relations, and, finally, to a PR sub-track for Magazine and Feature Writing. It was the newest program in the college and offered what I was unconsciously seeking: the fewest constraints on form and style. It was a great fit for me. For instance, I once conducted an interview with the vending machines at my fraternity house - the resulting story was used as an example of correct interview article form for several semesters. My graduating class in Magazines was only six people; as I recall, all of us were misfits.

My greatest passion is communications innovation. I love finding new ways to combine existing ideas, concepts and methods to leverage better results. I’ve created, managed and publicized strange-but-successful events; navigated around outdated policy to assure that my organization’s positions on issues got press; developed methods to analyze people’s past behavior to get wins in political and marketing campaigns; and, crafted off-beat business and project models when the “normal” ones provided no way to connect with important audiences.

I have always had an affinity for the biographies of people like P.T. Barnum and Bill Veeck. The advent of Web 2.0 and Social Media offers lots of opportunity for people like us. And so, here I am, awestruck by and giddy about the possibilities I see within a communications mode shift that rivals the the changes brought on by printing press, radio and television.

The Old, One-Way Street Gets Paved Over

Print, radio and television share a fundamental communications shortcoming in that they are all primarily one-way modes of communication. While feedback loops in these mediums do exist, i.e., people can write and have letters to the editor published, the exchanges do not usually foster conversation. Plus, anything approaching true conversation in the old media is short-lived, with the exception of talk radio. The same might have been said of the Internet until the concepts that make up Web 2.0 came along. Yes, discussion groups and on line chat have existed, but they were hard to find, ephemeral, unfriendly, cumbersome or too disparately situated from the original source messages to broadly be conversational.

Now things are different. With Web 2.0 and Social Media tools multiplying like rabbits, not only is personal and business communication moving more toward a two-way standard, it may be evolving into a multi-way standard. Not only are we seeing things become more conversational, we’re seeing conversations take place with a high level of permanence; an on line conversation about a hot topic that took place last year may have petered out, but it can be rejoined instantly when some event throws the issue back on the front-burner. New participants can engage conversations from their points and times of origin, wherever and whenever that may have been.

According to a just-published study by the Pew Internet and American Life Project, about 13% of all web users are currently using at least one Social Media tool daily. While I’m not quite sure of the trend-line, based on my off-line conversations with friends and colleagues, I’m seeing an increased awareness that the tools exist, albeit ignorance regarding their practical application prevails.  Having been an evangelist in several past technology adoption curves, I’m convinced that we are not far from the tipping point at which these “secrets” go mainstream. I’m far from the only one betting on it; Social Media savvy folks in business are already leveraging it well. For instance, Comcast is using Twitter to respond to customer complaints and Dell is using it to interact with prospects and customers.

After the fold - Permasations

Permasations?

The mode that all this new stuff facilitates is really beyond what we usually consider to be “conversation” and may need a new term to adequately define it. We might as well call this new way of interpersonal engagement the “permasation mode,” a joining of permanent + conversation. I considered dubbing it “perversation mode” but I didn’t want to give the impression that all we are talking about is politicians’ fidelity patterns. So, what you “tweet” on Twitter, follow up with on FriendFeed and share at FaceBook or Del.ico.us or SecondBrain or Disqus can been viewed as accessing multiple channels of the same concept in “permasation mode” for entertainment, personal enrichment, business and, yes, profit.

From a broader perspective, what the advent of permasation means is that any entity that strives to maintain a public brand consciousness, from individuals to corporations to government departments to political campaigns, will have to learn to navigate on fresh intellectual turf. I don’t know that old adages like “tell them what you’re going to tell them, tell them, and tell them what you told them” are going to work very well going forward. I believe our new mode is going to require more of a “tell them, then tell them again, and again, and again, etc.” approach. If you have a brand to manage, permasation mode communications about it will take place and have the potential to define it whether you decide to participate or not. I’m particularly impressed by the power of the permasation when I browse through a clever new site I discovered, BrandTags.net. I believe you’ll get a clearer picture of what I’m talking about if you take a look at the sort of virtual territory Comcast is navigating already.

Consistently Precise Semantics

In looking at the previous example link, I believe it proves that the semantic precision in how you repetitively tell your story is going to be vital. Because people are getting more and more attuned to using search engines to learn and internalize messages, it probably means that we not only need to have our web sites tweaked toward search word optimization, we also need to start being more consistent with our phrase and word choices when we communicate about ourselves. In essence this means that we will need to communicate in a way that helps optimize our tag clouds; that is, mindful of visual depictions that represent the prioritization of words, phrases and concepts that define us both in the search engines and in the spaces in which permasations take place.

What Might a Permasation Mode Communications Plan Look Like?

I’m going to put an idea out there for you that I’ve been toying with for several months to see if I can get some feedback, um, engage in a permasation about it: I believe that if we are going to manage our reputations and brands through permasational planning, we had better: 1) figure out what our optimal “tag clouds” (maybe we need a new term) should look like; 2) use these tag clouds to build rough structures (mind maps or outlines) for all communications planning; and, 3) strive to fit most of our communications activities within the parameters of these structures.

When I realized that tag clouds are a way of starting to to plan in this new mode communication process, I created one based on my resume. It wasn’t useful, or pretty:

Bob Finch Wordle.net Tag Cloud - Before

So, I decided I would build one that is more descriptive of my desired path and personal brand:

Bob Finch Wordle.net Tag Cloud - After

While this definitional freeze-frame still needs a few tweaks, when I look at it I see that it does a pretty good job of defining me.  In a greater sense, it is a picture of what fulfills me.  I envision organizations building these types of tag clouds and putting them up as artwork in their offices as aids for the internal reinforcement of messages and brands.

This tag cloud exercise is just the start of a whole new process I really want to engage my readers in creating. I’m not going to lay claim to whatever comes of it and would rather this be a public domain project. With that in mind, I have put this entire site under a Creative Commons License. You are free to take whatever text you like from here and publish it elsewhere, but please give proper attribution wherever you publish or post it.

Summing It All Up

I am completely convinced that we are all going to be affected by the advent of the permasation mode and the new, emerging vision of what constitutes effective communications. It will be easier for the younger generations to handle; they are growing up immersed in it.  People like me came of age in a world in which we had no true choice but to accept or dismiss messages being transmitted one-way from radio, TV, magazines and newspapers as “the way things are.” The only alternative we have had was to totally tune out of important cultural streams.   We’re not accustomed to interacting with or engaging mass messages or the messengers behind them, but we must learn to do so.  The new mode I’m describing is already working well right now, mostly within and among a small cadre of habitual permasators. These technology evangelists are on the cusp of a very cool revolution that I believe will inevitably affect us all, enhancing old relationships and fostering new ones.

Post Script

This is the sort of content you can expect if you frequent this site. You can subscribe to one of the feeds at the upper right corner of my site to keep up with what’s going on.   Of course, I’d rather you come a bit closer and engage me in the comments section. I promise that we will all learn stuff to make what we do easier to get done, and if time equals money… well, you do the math.