andydidyk.com

Sometimes 140 characters are more than enough.

This is interesting.  Given my last post about Twitter and the like being the “junk food” of the social media world, a somewhat non-scientific survey done by OkCupid (an online dating site) shows that heavy users of Twitter have shorter relationships than non-Twitter users.  It’s not a statistically insignificant number either. Their sample size was 833,987 OkCupid customers.

OkCupid’s study showed two key things about Twitter users.  One, daily Twitter users tend to have shorter relationships, and two, the relationships get shorter as the person gets older.

Starting at 18 years old, there is approximately a two week shorter relationship to be had by the average daily Twitter user versus the “other people” (9 months vs 9.5 months, respectively).  The gap is somewhat narrower around age 40, and then takes a bigger dive around age 50, where the difference is almost two full months.

The easy analytical mistake would be to confuse correlation with causation, and say that Twitter has a negative impact on relationship length.  Not even close to enough information in that regard to make a conclusion.  Causation aside, if the goal of the average OkCupid user is to find a lifelong mate, than the correlation does indeed seem to be a negative one, which is what major news outlets have had a field day pointing out.

However, I have a subjective observation.  Most heavy Twitter users that I know tend to be very direct with their social media communications.  Sometimes “direct” can be a euphemism for “abrasive”, but it can also mean that those people that I know don’t mess around with how they feel about things.  This is of course a broad generalization and not reflective of any one individual in my social circles.  While I’d love to get my hands on some real data to support this theory, I wonder if those heavy Twitter users wouldn’t say that because of their directness, they are willing to end relationships a little sooner when they see that it’s not going to end well anyway.  When you live your life 140 characters at a time, brevity and directness are pretty important characteristics.  What do you think?

For the record, I am not a Twitter user.  I know that’s sacrilege in my industry.  I see it as a very valuable customer service tool for our clients, and a significant social phenomenon, but generally I prefer depth over frequency in my communications.  Let me know if I’ve got it wrong.

Finally, you can check out OkCupid’s full article if you want some of the more, ahem, salacious details from the rest of the survey.

I was going through some of my professional acquaintances’ blogs the other day, and was really shocked by the number of blogs that have simply evaporated since 2008 or so.  A rough estimate would be that over 60% of those I know that blogged, blog no more.  Oh, they’re still paying their hosting fees and have their sites up in most cases, but no new content has been created in years.  Why is this?

I have some ideas.

Social Media

Ironic, I know, because blogging is a form of social media.  So social media was supposed to enhance our lives.  I think it has to some degree, but this study shows that the average person spends over seven hours a day on facebook, almost 2 hours more than the previous year’s result.  And while Facebook does give us a forum to share ideas, I believe that most sharing on Twitter, Facebook and the like is superficial and cheap, kind of like the “junk food” of the internet.  I know they are valuable customer service channels, amazing for advertising, and yes, lots of fun (where else can you check up on that weird guy from middle school?), but ultimately they don’t really provide a forum for depth of content.  Blogging does, and I think it’s suffering as a result of Facebook.

Recession-Induced Time Crunch

While the government does its best to daily eek out some positive economic statement, most of our jobs changed dramatically in 2008.  So many lost their jobs entirely, which is no picnic, but for those of us that kept our jobs, things changed.  “Doing more with less” became the mantra across our company and across all of my clients’ organizations as well.  As the work force shrank within individual companies, individual jobs became more inclusive.  Vital employees were terminated, but vital processes still had to continue.  Personally, it was a positive transition for me as I was able to take more responsibility within our organization, but to this day in 2011 I’m a lot more busy than I have ever been.  Since a lot of great blogging comes from people actually working in the fields they are blogging about, the time crunch has squeeze their available time.

iPads and Smart Phones

Anyone that hasn’t been a coma over the past three years knows all about the explosion of web use across smart phones and devices like the iPad.  According to Forrester, 40% of smart phone and ipad users say that they access the internet more on these devices than on a computer or laptop.  This presents a fantastic new marketing opportunity and a further glorious democratization of information.  However, these devices are great for consuming content, but are still pretty useless for producing content of any substance.  Mobile blogging is cool, but ultimately whenever someone really wants to write, they want a full keyboard and display.  The iPad is an awesome device for reading an interactive magazine, but every user I’ve seen that actually produces content has also purchased the wireless keyboard and mouse from Apple.

Is the Age of Blogging Over?

No way.  My prediction is that we’ll begin to hit a peak of blogging sometime in the next year or so, if we haven’t hit a peak already.  After that, I think we’ll see a bigger and bigger rift between those that blog for pleasure and those that blog for a business.  Business-minded bloggers and those that receive a substantial percentage of their income from blogging are already pulling out all of the stops to gain as much traffic and loyalty as possible.  But the blog itself will remain a valuable outlet for many who simply enjoy writing, and according to Technorati.com, the percentage of people that trust blog content over brand content (e.g., content pushed by a manufacturer or brand) is continuing to grow steadily.

Have you killed your blog recently, or allowed it to die a slow death?  Or is it simply on life support?  Do the world a favor and write something.  There will always be some of us out there that are listening.

So here I am, making good on my promise to post once again.  I just read a story on CNN.com that blew my mind.  The subject matter is disturbing, and the journalistic methods employed are equally jarring.  Here’s the headline:

“3 Colombian teens on Facebook hit list killed in past 10 days“

The story goes on to talk about how 3 Colombian teenagers were tragically gunned down recently, and that their names are part of a list of approximately 70 or so individuals that someone posted on Facebook as having 72 hours to leave town or be executed (run-on, I know, but I’m summarizing here!).

Now, since journalism became a for-profit industry in the second half of the last century (and even more so as a part of the “information revolution”), I’m of the opinion that depth, context, and facts are mattering less and less, while shock-value, real-time updates, and popular memes carry the headlines.  I’m not going to pretend I’m a journalism expert – I’m a blogger, obstensibly in a different category than “real” journalists, because what I write is always my opinion and is understood by my readers as such.

Soapbox aside, here’s what concerned me about the article.  Check out this excerpt:

Several of those residents posted their concerns on Twitter, an online messaging site.

“Panic in Puerto Asis, Putumayo, because of threats against young people,” wrote a user who goes by JuanSepulvedah. “Our youth must be protected.”

Someone who posted under the name JulianEco brought up the Facebook connection.

“The situation in Puerto Asis is tenacious, that a social site be used to add fire to the Colombian conflict,” the post said.

Twitter user hugoparragomez likened the situation to the drug-fueled crime waves in other Colombian cities.

“What is happening in Puerto Asis, Putumayo, is grave, the same as in Medellin,” the tweet said. “Authorities should take control of the situation. Who is investigating?”

Still others inflated the death count.

“In Puerto Asis they have killed 20 young people threatened on Facebook and the authorities have not said anything,” wrote jesusmhenriquez “That is Colombia.”

I understand that the reporter is trying to give some sense of context to the story, but really, Twitter posts as the equivalent of a first-person interview?  My purpose in bringing this up is not merely to be critical or “old-school” in any way, but rather to comment on how astonishing it is that a completely anonymous posting by a Twitter user is being used in place of a quote from a true witness or confirmed (e.g., fact-checked), Colombian citizen.  For all that reporter knows those “tweets” could be bogus and/or plants.

I know enough to know that social media played an important role in publicizing the horrific recent political events in Burma, Iran, and Sri Lanka, and Tibet that would have otherwise been completely censored by their respective governments.  Again, my point isn’t to disparage the medium of Twitter.   It’s more to question its apparent acceptance as a viable source for journalistic fact, or even legitimate literary context.   What do you think?

I’m back.  Some significant family emergencies have kept me away from blogging for some time.  For this I am sorry, but we all know how it goes.  I’m going to be experimenting with some new content in the coming weeks, including mobile blogging and shorter posts in between the great manifestos I wish I had more time to craft.

Blogging has taken an interesting turn over the past few years, most notably its usage has begun to slip in favor of the more immediate, albeit generally less in-depth, social- and micro-blogging options.  I have mixed feelings about this, as I understand the trend and appreciate the immediacy, but wonder about the real value of these less thought-out snippets versus more considered posts.

But I’m sure the publishing industry was asking the same questions when the first blogs started to appear in the early 2000′s.

For now, I’m glad to be back and look forward to rejoining the conversation.

Cigar maven Peter Modeste and his wife Pamela..

Hello again faithful readers.  I’ve been a bit sparse in posting lately, as I’ve been traveling quite a bit for my day job.  The upshot is that I’ve been been on numerous flights where I’ve actually gotten to meet some interesting people.  It seems like most of the time that I fly that most people just want to keep to themselves and not be bothered to have a conversation (if there are any of you in my readership, could you please explain this to me in the comments?).

On one of my recent flights, I had the privilege of being entertained by the wit and wisdom of Peter Modeste, founder and cigar-smoker in chief for the recent startup Don Pedro Cigars.  In addition to our plane conversation, the Don was willing to answer some questions for the blog.

A former innovator and business success in the bio-tech industry, Don Pedro is one smart and savvy guy.  As you might gather from his responses, he’s incredibly passionate about what he does, which is the hallmark of any successful entrepreneur.  Like my earlier interview with Patrick Smith, I’ve asked Peter about the role of interactive and social technologies in his new business, and I think you’ll find his responses both insightful and entertaining.  And if you’re anything like me, there’s something fascinating about the “finer” things in life, and the connoisseurs of said things, as it seems that the more your know about what you’re experiencing, the better the experience.  So enjoy.

[Full disclosure: I do smoke the occasional cigar, but know little about how to truly enjoy it.  This page on Don Pedro's website really helped me out, and I look forward to feeling a little more like James Bond at the next Bachelor party I attend.  Also, I don't receive any kickbacks from these small businesses - I do this because I'm interested in what makes them tick and I love to provide some exposure to other industries that the readers may know little about.]

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Tell the readers a bit about your business. What do you sell?  How are you selling it? (please insert shameless plug here.)
We started Don Pedro Cigars as a way to perpetuate the lifestyle and heritage of fine cigar enjoyment. Our brand, a selection of hand-rolled cigars from Puerto Rico, is quite simply, among the best premium cigars available in the market today. The mixture of the famed filler tobaccos from Puerto Rico, which is grown at higher altitudes in rich soil that is devoid of chlorine (giving the tobacco an aromatic and free-burning quality), are custom blended with selected Cuban-seed tobaccos grown in other countries to produce a unique and exotic cigar with a perfect balance of flavor, subtle complexities, and richness.

Since we launched website in June of 2008, we have penetrated the market and establish our cigars as an exotic alternative to mainstream brands, and have grown to be the Internet’s #1 source for hand-made cigars from Puerto Rico. The geographic range of our customer base now spans from coast to coast in the United States, Iraq, Afghanistan, Japan, and the US Virgin Islands.

Currently our cigars are sold exclusively through our e-commerce website at www.donpedrocigars.com, and plans are underway to launch a very upscale “Brick and Mortar” social lounge facility in 2010.

What impact has the recent Big Tobacco legislation, lawsuits, etc., had on the cigar business?  What makes cigars different?
That’s a great question and a comprehensive answer might be a bit lengthy, but if you indulge me I’ll do my best to be brief. We recently discussed this topic in the last issue of our quarterly newsletter called “The Cigar Buzz”. Basically the new [from Andy:this link is to a PDF] Family Smoking Prevention and Tobacco Control Act, signed into law on Monday June 22, 2009 by President Barack Obama, gives the Food and Drug Administration oversight over tobacco products. So for enthusiasts and business owners alike, the potential impact is of great concern throughout the country.

Well, there appears to be some relief in the law for cigar smokers, since cigars appear not to have been included under the legislation’s umbrella. As such, preliminary indications from industry experts suggest they do not expect the law to have a direct impact on the cigar industry; at least not in the near-term.

Many people incorrectly try to group all tobacco products in the same category, which on its face is clearly absurd. The differences between cigars and cigarettes are as plain as night and day. They are manufactured, processed, and consumed differently. One is an addiction, the other is a hobby. Have you ever know anyone that needed to use a patch to quit smoking cigars? Treating cigars the same as other tobacco products simply because they are both made of tobacco makes about as much sense as treating a car and an airplane the same because they both have wheels and carry passengers.  Fortunately, our lawmakers had the intelligence and presence of mind to understand the distinctions, and as a result cigarettes are the focal point of the new legislation.

However, even though the focus is not cigars, the language and regulatory authority that it grants the FDA is somewhat ambiguous in places, which to me is a bit disconcerting. For example, SEC. 901. FDA AUTHORITY OVER TOBACCO PRODUCTS, states that it applies to “all cigarettes, cigarette tobacco, roll-your-own tobacco, and smokeless tobacco and to any other tobacco products…” It is the use of the phrases like “any other tobacco product” that I find most troublesome. Understand however, I’m not suggesting the legislation is disingenuous or unscrupulous with regard to its true intent, only that the vague terminology leaves room for the FDA to broaden its scope in the future, which could eventually impact cigars.

Forgive me for this, but when I think of cigars, I typically think of two things: old men playing cards and young men at bachelor parties.  And yet I hear that the number of women cigar smokers and up-and-coming socialites is on the rise.  Have you seen this trend?  Why?
Actually yes, I have seen this trend. You know what; there was a time when the old conservative gentleman was indeed the perception of cigars smokers, but really all that has changed now. When the “Cigar Boom” (the period from late 1992 to 1998, when cigar demand was much, much greater than cigar supply) swept the nation, it ushered in new generation of smokers. Today, the general feeling is that cigars have recaptured its traditional symbol of success, celebration, achievement and good fortune, they are appealing to a much more diverse and group – among this group are young professional adults and women.

There are various explanations for the market expansion of premium cigars, which undoubtedly include among other things, product placement in movies, of highly visible women smoking cigars, that fact that more women feel empowered and view cigars as a very public statement that they want to freely enjoy one of life’s great pleasures.

How important are social media channels to your developing business vs. more traditional marketing?  Why?
I think many businesses are beginning to understand that in today’s fast moving marketplace it is essential to integrate social media into their marketing plan and branding strategy. For Don Pedro Cigars, we plan to utilize technology better than any of our competitors, and social media is definitely vital component of our broader strategy.  The thing that we are currently working on is figuring out the best way to leverage the reach and power of social media channels while achieving balance with our traditional efforts.

Social media marketing has a lot of very attractive feature for a business owner. For instance, its relatively lower costs, its interactivity, and the ability of a well-executed campaign to reach and influence a very targeted audience are just a few. But since we view almost every strategic decision as problem solving and risk mitigation opportunity, we have taken a cautious, systematic, and methodical approach in assessing how we incorporate this important tool. Information, whether true or false, accurate or misleading, positive or negative, can propagate throughout the social web like a runaway train, and if negative it can be very harmful to our brand and counterproductive to our goals.

So while we consider social media channels to be a necessity, we also believe in pursuing a prudent, well-balanced marketing approach.

I know your expertise is in business, and not necessarily social media trends, but how do you see the social media market developing over the next few years, and how do you plan to engage it?
First, let me thank you for acknowledging that I am no “Rocket Scientist“ when it comes to my level of competency in the social media arena.  Having said that, I think that for anyone with a pulse, even a slight one, the rapid spread of the use of social media is no secret, and it is showing no signs of slowing down.

One key aspect of social media that I believe will be improving over the next few years is that we will see improvement toward more innovative measurement techniques. The old management adage that “You can’t manage what you don’t measure” is as relevant among social media channels as it has always been among traditional marketing. So I think that in the years to come we will see more accountability (i.e., calculating ROI) in marketing through social media.

If this develops as I expect, then it would allow us to make great strides in reducing the inherent risk in our overall marketing strategy. The improved measurements will guide our decisions by letting us know if a particular initiative is working or not, or if things are getting better or worse.

What are the things that social channels can’t help a small business with?
Really there is no substitute for quality products and outstanding service. And although a comprehensive marketing strategy is essential for a small business to survive, the core product/service offering, which is typically developed internally, is the foundation for building a successful organization.

Who should quit their day job and start their own business?
Ha ha! Let’s put it this way, running a business is not for the faint of heart. But seriously, not everyone is cut out to be a business owner. Notice that I said “business owner” and not “self employment”. There is a distinction between someone merely creating a job for themselves and someone building an organization that is organic and will grow with or without their daily presence.

With that said, I’ll leave out all of the obvious and perhaps generic stuff like finding something you enjoy, and having a plan, etc., and I’ll mention what I think are some of the more general things that is important for success. Anyone planning to enter into the world of entrepreneurship should do several things: 1) understand their personality and their appetite for risk, 2) be truthful with themselves about their level of business skill and acuity and know have a plan to fill any gaps, 3) evaluate their financial resources, 4) maintain a courageous problem-solving mind set, and 4) have patience.

Have you ever thought about lighting up a $50 bill instead of an expensive cigar?  Just kidding (sort of).  How do you see your business fairing in the Great Recession?
No I haven’t, but I doubt the experience of smoking cash would be as pleasurable as relaxing with one of our fine cigars your favorite beverage. As for the “Great Recession” the global economic downturn affected just about everyone. However in spite of the recession, Don Pedro Cigars has seen moderate growth. I guess in times like these, when people are measuring their success by who lost the least, any growth is a good thing. We are just grateful that our customers have responded so well to our exotic brand of cigars and are returning for more.

What is the best cigar smoking experience you’ve ever had?
I guess you saved the most difficult question for last, huh? Like most enthusiasts, I have many special cigar “moments”, and they are all special for a wide variety of reasons. At times it’s the camaraderie, at time it’s the quiet solitude or a host of other reasons. Anyway one special experience occurred about fifteen years ago. It was my first cigar smoking experience, but it left such an indelible impression in my mind, that I knew then and there I would never deprive myself the pleasure of partaking this affordable luxury.

I was going through the most difficult period in my life. I was distraught, overwhelmed, and my life was in shambles. That was when, as we walked through the streets of New York City, a lifelong friend and confidant suggested that we pick up some cigars at a local shop that hand-rolled their cigars right there on the spot. Going through the ritual of cutting and lighting the cigar seemed to take forever (there was no need to rush) and I instantly began to feel a soothing relaxation throughout my body and soul. Between the wonderfully fragrant aroma, the rich taste, and the utter euphoria, my mind became clear, more focused, and I was a peace. That single magical moment is special to me because it literally changed my life.

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I love the recurring theme of these interviews: there are no substitutes for product quality, passion, and excellent service.  I think as long as those principles remain the heart and soul of a business, rather than a brand’s identity being eroded by the need to answer to Wall Street, a true brand will always survive.

I’m a bit late in posting this, but as many people know, July 16 is the 40th anniversary of the incredible Apollo 11 mission.  America is still the only country on earth to have put a man on the moon, and even 40 years later this is an incredible achievement of engineering and the human spirit.

As a commemoration of the event, the JFK Library commissioned wechoosethemoon.org, an incredibly rich online experience in which a user can follow multiple aspects of the historic mission in real-time as they occurred 40 years ago.  With links for social media sites, non-linear navigation, and so many different ways to experience the event (photos, video, audio recordings, etc.), I think this site is a fitting tribute to the brave men and women of the Apollo programs.

I also believe this site represents the current pinnacle of what an online experience can be – totally connected in every sense of the word.  So enjoy this site from a historical standpoint or from a modern technology standpoint, but be sure to check it out because it’s pretty amazing.

UTOPIAN Coffee Co. founders Patrick Smith (left) and Brendon Maxwell.

I’ve been writing a lot about social media lately, and I decided to have some Q&A time with a good friend that is actually using it to help power his business.  Patrick Smith is the co-founder of UTOPIAN Coffee Co., and an overall great guy.  He and business partner Brendon Maxwell (insert obligatory cheap coffee aside here) employ no full-time social media guru or consultant, and are bootstrapping most aspects of their business.  Social media presents a key marketing opportunity, and like most small business owners, it’s an avenue that they must navigate on their own.

As the coffee expert so astutely articulates, the very basics of product marketing (start with a genuinely good product) and relationships (be nice to people and they will be nice in return) are the foundations that are propelling UTOPIAN Coffee Co. forward. That and lots of caffeine.

The following is our exchange about social channels, the coffee business, and the ethics of underage coffee consumption.

Tell the readers a bit about your business.  What do you sell?  How are you selling it?
UTOPIAN Coffee Co. is a web-based quality-oriented specialty coffee micro-roaster.  That’s the official answer.  What does that mean to the average Joe/Jane?  We are uber-picky about the green/raw coffees we buy, meticulous in roasting, and we bag and ship straight out of the roaster.  This way the coffee arrives on your doorstep (anywhere in the contiguous 48) within 4 days of roasting.  Crazy fresh.

At a time when McDonald’s is undercutting more expensive coffee brands such as Starbucks, Seattle’s Best, etc., with the McCaffe versions, why do you believe your more upscale, niche product will be successful?
Great question, Andy.  I’ll answer anecdotally then more substantively.

When I was in college, I drank lots of coffee.  Knowing this, a buddy of mine bought me a freshly-roasted pound of Sumatra as a gift.  I noticed immediately that this was far superior to anything I’d ever had.  The curse came when poor, tuition-drained Patrick tried to revert to Chock-Full-o-Nuts.  NO WAY.  I literally skipped meals to ensure that from that point forward I would have good coffee around.

Driving through a coffee shop (or McDonald’s) on your way to work will cost you $2 to $5 each day five days a week.  That’s a monthly habit of $40 – $100 for 20 cups of coffee.  If you were on a myUTOPIA membership receiving 2 pounds a month you would save between $7 – $67, and it would yield 80 cups of coffee!  You’d have more money, more time, better coffee, less stress, heck I bet you’d even live longer!

On the objective end, Google Analytics allows us to simply track the sources of our traffic.  Additionally, any coupon codes we generate are always specific to the outlet through which they are disseminated.  This allows us to carefully track the effectiveness of any such campaign.

People are using social media for everything….obtaining news updates, getting shopping leads, and let’s not leave out socializing.  It leads to a smaller world, but also a smaller attention span.  In order to successfully utilize these channels, we need to remain specific, concise, and relevant.

Any plans to enter the brick and mortar retail market?
Not if I can help it!  The hours are rough, overhead is higher, & managing hourly employees is difficult.

What are the things that social channels can’t help a small business with?
Product quality.  It is one of the pillars of our business.  Social media can help with marketing, and if you’re really clever distribution, but never product quality.

Who should quit their day job and start their own business?
Anyone with a good, somehow original idea, the expertise to make it a reality, a high stress threshold, low sleep requirement, good marriage (or none at all), strong work ethic, optimistic outlook, and billionaire parents.

What advice do you have for closet tea drinkers like myself?
Switch to coffee.  It doesn’t stain your teeth as badly and is more readily accessible stateside.  No, honestly, I don’t know a load about tea.  Give some serious thought to the science of extraction when you’re tooling around with tea. You might have some fun results.  Play with variables like water purity (RO or tap), water temp, contact time, and agitation.

I know you have small children.  How early do you plan on letting them have their first cup of Utopian Coffee?
Been there. Done that. Calvin is almost a year.  He’s not super keen on coffee.

Hudson is 2 and a half.  He loves coffee.  If you ask him his favorite kind, he responds “mytopian.”  He apparently thinks that the first syllable of the word “UTOPIAN” is the pronoun “you” and than “-topian” is a separate word.  Naturally since he is referring to himself and not to you, he calls it “mytopian coffee.”  I have a photo somewhere with Hudson at 2 years old with a crema mustache from having a sip of my espresso.

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Thanks Patrick, and if you ever get a hold of some high quality imported teas, I’ll be first in line.

You can follow UTOPIAN Coffee Co. on Twitter at: http://twitter.com/UTOPIANcoffee

Photo Credit: Johnathan Beard

Disturbing, but not at all surprising.  That’s what I think of the story featured on the Associated Press titled, “Do “I’m on vacation” posts pose security concerns?“.  In it, the author describes an Arizona couple who own two home-based businesses.  As part of their promotional efforts, both individuals Twitter regularly, up to and including their detailed vacation plans where they would be out of town for an extended trip.  The couple Twittered when they left, where they stopped, and most conveniently for the felons who burglarized their Arizona home, how long they would be gone.

It was, as far as I know, a pretty isolated incident.  But I’m not sure why.  How do celebrities such as Ashton Kutcher, Twitter’s #1 user with over 2 million followers, feel safe with that many people being able to know so much about their whereabouts?  Last month, Kutcher, Oprah, and several others’ Twitter accounts were hacked precisely because they were high profile users with massive followings.

Even in the tamer blogosphere , where authors generally consider their posts more carefully than a 140 character Twitter post, there was the high profile stalking of Kathy Sierra in 2007.   The author of the popular (top 50) marketing blog Creating Passionate Users felt compelled to leave the blogosphere and lecture circuit after some bad people posted her name, home address, disturbing images of her, and death threats online.

Maybe it’s just simple math.  Most people are good, but a certain percentage will always be bad.  And in America, it is generally accepted that the price of fame is a lack of personal privacy.  The more followers you have, or visitors to your blog, or Facebook friends, the more likely it is that someone you don’t know so well (or at all) could be using your full disclosure to their advantage.  And if you don’t believe me that there is full disclosure going on in social media, check out some high school kid’s myspace page.  Any of them.  You’ll see what I mean.

The last thing I want to do is to throw a wet blanket on the social media movement.  After all, I blog (putting my name as the URL!), Facebook, etc., and see the tools as very powerful to me personally and professionally.  Some of our clients are experimenting quite successfully in social media, and I think the best is yet to come.  But I also keep my family blog, with pictures of my kids and the details of our comings and goings, private and only open to people who have registered on the site.

What do you think?  I’m really curious here.  Does increased visibility always mean increased risk?  Should I unplug my computer from the wall at night just to be safe (I know someone who actually does this)?  Should I stop worrying so much and make all of my profiles totally open and broadcast my every move?  Let me know in the comments.

Thanks Meeker for the tip.

[EDIT] – I just found out that Kathy Sierra is on Twitter.  Interesting.

A colleague of mine forwarded a great article to me called “Beware the Social Media Charlatans” by Robert Strohmeyer at PC World.  In it, Strohmeyer cautions against spending resources on the burgeoning social media consultants popping up all over the country.  The problem, as he sees it:

Combine a rapidly growing trend of social media adoption with an economy that has forced hundreds of thousands of workers to reinvent themselves as entrepreneurs, and you’ve got the perfect recipe for consultant overload.  Since nobody seems to know what the hell’s going on with Twitter anyway, nearly anyone can pass themselves off as an expert on the subject. So suddenly all those poseurs who might otherwise have bilked the hapless with offers of life coaching services or Feng Shui consulting have jumped on the social networking bandwagon. You can hardly swing a stick on the sidewalk nowadays without smacking one of these guys in the head.

While I haven’t personally been in a position to hire a social media consultant, I am ocassionally annoyed by the risible amount of self-promotion through social media channels these folks seem to require to keep their businesses going.  And I’m sure that if my livlihood depended on teaching businesses how to Twitter, I’d be pretty miffed about Mr. Strohmeyer’s article.  But then again, the term “consultant” has always been a loaded one, and I’m sure that most consultants have already come to grips with that in their own businesses.

The truth is, even at our agency, which is filled with a lot of very smart and creative people, social media has yet to be proven the panacea and/or the gold mine that a lot of marketers want you to believe.  It’s an important component to consider for some businesses and certainly valuable for individuals who want to take control of what the Internet is saying about them, but the metrics just aren’t there to support some of the radical positions I’ve heard at conferences and in the blogosphere.

But here’s my favorite part of the article:

The truth is that there are almost no rules in social networking that don’t already apply in just about any other social environment. A great many smart people have already written worthy perspectives on how to be a good citizen on Facebook and Twitter, and I hardly need to reiterate here what amounts to general common sense. Just as in life, the only rule that really matters is the Golden Rule. All the rest is either derivative, or flat-out nonsense, and you really shouldn’t be paying big bucks for either. [emphasis mine]

This is true.  Think about it.  Let’s say you went to a party where 10% of the people you knew intimately, 20% were best friends, colleagues, etc., and the remaining 70% were acquaintances, important people from another time in your life that you didn’t keep up with that often, and some people that you admire from afar as potential business connections.  I’d say that probably approximates the Facebook, Twitter, or LinkedIn profiles of many.  During that party, which let’s just say lasts an entire day, you update everyone you can about the fact that you’re speaking at a conference.  That’s normal, and good, right?  But here’s the thing – you probably wouldn’t tell everyone things like, “I just woke up,” or, “THESE ARE MY FIVE FAVORITE THINGS”, or “according to a survey I took, I am most like the Sex in the City character Gandalf the Orange” multiple times.

And you certainly wouldn’t want one of the people at that party to be a smooth-talking salesman for a company who’s product you might use but you don’t care much about, like soap, or paper, or maybe even an interactive agency or social media consultant!  If they had something valuable to say that was directly beneficial to you or interesting, that’s one thing, but you’d never invite a broadcaster of unwanted content to your party, at least not on purpose.  Your time is limited, and you don’t appreciate it being wasted.

Facebook recently included a “Hide” feature for removing status updates from those people that you want to stay “friends” with but are sick of hearing from.  I don’t know about you, but I welcomed the opportunity to shut out some of the noise so that I could spend my time keeping up with people who were interested in having an actual conversation.

A social media strategy for a company, or for an individual, requires the thoughtful guidance of someone who is skilled at building relationships.  And I like Robert Strohmeyer’s advice – the first rule to think about is the Golden one.

In spite of some of my previous criticisms of Facebook, I have finally taken the plunge and signed up for a Facebook page. At first, it was simply a practical tactic to try and maintain some traffic to site during my difficulties with Google, but I’ve since continued to use it and update it to finally see what exactly my peers had said I was missing out on. A couple of initial observations:

1. It’s fun to get friend invitations from both your current cadre of friends and from people you haven’t spoken to in years.

2. 99% of the communication I’ve received thus far has, in fact, confirmed my initial assertions about Facebook: fun, but not much more than interesting entertainment for now.

3. I can absolutely understand the immense economic value of marketing on a network like Facebook. The opportunity to use the data contained within posts, status updates, associtions, groups, etc., is like having the largest and most detailed marketing database available. Oh, and did I mention that the majority of Facebook users fall within the most desirable demographic in terms of discretionary income?

4. Every interactive agency should have a Facebook and Myspace strategy for their clients if their target audience’s demographics (and attitudes!) fall within the required parameters.

5. Within a few days of joining, my Facebook page rocketed up to the #1 search result in Google for my name. In addtion to the day-to-day banter being fun, it’s also another great way for potential clients to find me (although I wish this site would get re-indexed by Google a little faster).

I know these observations are probably pretty obvious to anyone who has already joined, but for professional folks who don’t find a lot of value in it at first, I can say it’s probably worth setting a page up and seeing what happens.