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January 28th, 2013

Voce Monday Morning Five: 1/28/13

  • Even if It Enrages Your Boss, Social Net Speech Is Protected: While it may eventually become settled policy that an employer cannot fire someone for what they say on social media there can still be discouragements about doing so that lay out the potential downsides. More here.
  • Twitter Blog: An update to embedded Tweets: Some very nice updates to this functionality that should make embedding Tweets that much easier and more attractive for publishers who want to make it a decent user experience and not just a glorified screenshot.
  • “Brand Connected Consumers” Want Their Social Feedback Recognized: Some of these stats show a certain hubris among the general public, particularly in the number that believe their comments, wherever they’re made, are likely to be seen as important to the brand they’re talking about. But the attitude behind it is nonetheless and needs to at least be taken into account when devising social response tactics.
  • Social media dispute resolution stumps some companies: The story seems to advocate, as some indeed do, the idea that customer service through social media is both an inherent good and that it’s an all or nothing proposition. Neither is actually true, with some very good socially minded companies doing very little in the way of customer service triage and some companies seeing success with a more selective approach to how they deal with customer issues.
  • 5 ways journalists can use social media to resurface old content: There are good tips here for both journalists and brand publishers who may want to take advantage of breaking news by digging up related news or announcements from the past

Filed in Social Networks

January 24th, 2013

Social Media Policies Come Under Legal Review

(Note: Hat tip to Christopher Barger for flagging this story and for making sure the below made some sort of sense.)

An incredibly important decision has been made with, as reported the other day, federal regulators and other officials finding that some common aspects of corporate social media policies infringe on the rights of employees.

Specifically various regulators and boards have found that policies that seek to limit what employees can say about the company they work for on social media platforms are illegal. These platforms – Twitter, Facebook and the like – are instead increasingly seen as being like a neighborhood watering hole, where everyone is free to kvetch and converse as much as they like regardless of the topic of the conversation. That includes complaining about your boss, your co-workers, your employer, its customers and everything else, all without the fear that a misstep will get said employee fired.

On the one hand this makes sense; You’re not going to get fired for complaining to your friend about your boss when the two of you are together in person. So to some extent it follows that the same sentiment expressed to your friends on Twitter should similarly be protected.

But that logic only holds up so far and eventually falls victim to a fundamental misunderstanding of how social media communication works. If I share a work-related gripe with a friend that stays (hopefully) between myself and him. If I share the same gripe on Twitter I’m immediately broadcasting it to some subset of my 2,300+ Followers.

That’s a seismic shift in the proportion of the spread of that message. And it doesn’t even begin to take into account the fact that everything said on social platforms is assumed to be “on the record” and therefore fair game for any industry reporters who follow me. And then there’s the issue of how such gripes are seen and perceived by any current clients who follow me and who, by seeing my gripe, may have a changed sense of how the company operates that could eventually have repercussions on whether they continue to work with someone. It could also impact recruitment, new business ventures and maybe even stock price if the mix of elements is just right.

Social media policies, including bans on or warnings against disrespectful or disparaging comments about an employer or its staff, clients, vendors or other partners, are there to protect the interests of everyone involved. So while it may eventually become settled policy that an employer cannot fire someone for what’s said on social media there can still be discouragements about doing so that lay out the potential downsides.

Also – What happens the first time that a manager sues an employee and a company for disparaging (and perhaps untrue) remarks made about them in a social network by an employee? The NLRB has ruled their speech protected… but does a fellow employee who happens to be above them on the chain of command have a right to not be disparaged?

It goes back to the idea that such corporate policies need to be just one part of a broader dialogue between employers and employees. HR teams should be monitoring what employees are saying on social media to the extent that’s possible and, if a complaint is registered, then it should be addressed in the same manner as if it had come in through any other outlet. Most important, the question “Why do you feel like this?” needs to be addressed.

The next most important conversation needs to be educating employees – either singly or en masse – about the potential pitfalls of bad-mouthing some aspect of their work environment in a public forum. It may be that, independent of whether or not they think they may be fired for what they say, someone just hasn’t thought through all the other ways it can come back to burn either them individually or the company as a whole. So some friendly reminders about all the ways their legally protected complaints are still a really bad idea are going to be helpful here.

As with many things, the legal and regulatory issues surrounding this will likely continue to be discussed and worked out over the next couple of years. But outside of that it’s important that companies review their policies for what parts may be in dispute and what parts can be adapted into educational components instead of outright penalties.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Social Media

January 22nd, 2013

Get visual with your publishing

Among the social media predictions for 2013 in this AllThingsD op-ed, I think the point that visuals will play a more important role in brand-created content is the one that has the most profound potential impact. The others – measure ROI, optimize for mobile and more – are all sound, but there’s nothing that is so important for how the idea of content creation needs to adapt and change.

I’m not actually talking about infographics here. Those are (when done well) fine and can be really interesting, especially if they’re designed with a specific audience in mind. More than that I think it’s data visualization that has the most potential to make for compelling brand journalism.

Two examples of this that have caught my eye recently are Foursquare’s recent map of the last 500,000,000 check-ins around the globe. It’s a fascinating look at what people are doing with the app. And the fact that it’s interactive is even better.

The other is Twitter’s Oscars Index, which shows how often people have been talking about the movies that wound up getting Oscar nominations. Again, with some interactivity, this allows for the reader to really dive in and get some interesting information on what’s being presented.

Both of these can be turned into static infographics that can be shared on various social networks, yes, but how much more engaging are they for being interactive elements you can get your hands dirty with a little bit?

These are extreme examples and not every story is going to warrant something as time-intensive to produce. But the axiom “Everything gets a graphic” is going to be even more important for managers of social publishing programs to live by if they want to see their content spread by the audience. Studies consistently show that readers engage much more often and fully with multimedia, so it’s time – past time, really – to start thinking visually.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Publishing Programs

January 21st, 2013

Facebook Graph Search – PN Connect Rapid Briefing

(The following was originally posted on the Porter Novelli blog)

As a feature enhancement, as a search engine and as a new ad platform, Facebook’s beta Graph Search announced on January 15  has the potential to impact the brand social media landscape in a number of ways. At the conceptual level, Facebook continues to go down a path that deprecates the role of URL, or link-level exploration of the Web,  in favor of the social graph object. This approach has advantages and disadvantages,  but it diverges from Google’s approach and from the approach of most modern platforms.

It remains to be seen (by a long shot) whether this is the way forward for the Web as a whole or its own walled ecosystem. But for businesses seeking to keep their social media strategy calibrated for broad success, we believe the smartest course is to anchor most publishing programs in a central, URL-based, owned media hub on the Web while continuing to fully participate on Facebook’s constantly evolving playing field.

So that you’re as prepared as you can be as it rolls out, our global team has prepared a 15-page briefing outlining our initial perspective and recommendations regarding Facebook’s Graph Search. It outlines what this new feature is, where we think it’s heading, its impact to the social space and what we will be watching out for as it develops.

PN Connect Rapid Briefing – Facebook Graph Search from Porter Novelli

As this feature is rolling out slowly (to “hundreds of thousands” to quote Mark Zuckerberg) it may not make sense yet to make anticipatory changes to your publishing program with that initial limited volume and what little is known about the ranking algorithm to date. If nothing else, it makes sense to sign up for the waiting list:http://www.facebook.com/about/graphsearch and enlist others in your organization to do so as well, so that you have several testers available as it rolls out. For our part we’ll be keeping an eye on things like page performance in the rankings, studies and experiments, the all-important ad mix and how quickly Facebook iterates and expands the feature.

We hope you find the above useful and that it will spark some conversations about how to keep your publishing foundation as solid and successful as possible as the social world continues to evolve.

Filed in Social Networks, Voce News

January 21st, 2013

Voce Monday Morning Five: 01/21/13

  • New MySpace opens to the public: The lingering question is what need does this fill for the average person? The revamped site has been playing up its multimedia capabilities but it remains to be seen if regular people are going to be creating enough high-quality video to share here regularly since they have Instagram for photos, Tumblr for gifs and so on.
  • More Teens Are on Tumblr than Facebook or Instagram, Survey Finds: While it’s hardly a scientific poll that was conducted, it is in line with some other more fully featured studies that show young people are increasingly gravitating toward Tumblr since Facebook is now where their parents and other old people are.
  • Using Twitter photos without permission is illegal, rules judge: While this ruling applies to media companies specifically, it’s a good reminder to work in some sort of request for permission or note about how pictures might be used when soliciting fan photos on Twitter. If things are made clear then there shouldn’t be a problem.
  • New Digg owners claim the “Digg effect is back”, user base doubled in 5 months:With Digg’s changed focus on curation based on signals from elsewhere from its previous user-submitted model it will be interesting to see what sort of categories of news wind up doing well. While it seems true that many publishers are seeing substantial traffic referrals it’s likely that some types of sites will emerge as favorites among readers.
  • The problem with BuzzFeed’s sponsored posts: This is part of Buzzfeed’s continuingly evolving approach toward copyright, which it sometimes feels simply doesn’t apply to them. But while “fair use” may apply freely to regular editorial content – assuming proper attribution is given – a much higher standard is in place for advertising usage, which is what these “sponsored content” or “native ad” pieces are.

Filed in Uncategorized

January 18th, 2013

CSS Clip Property Explained

It wasn’t until recently that I became curious with the Clip property in CSS. It’s not a commonly used property and I think part of the reason may be due to some misunderstanding on how to use it. I must say it’s one of the less intuitive properties to use but not that difficult once you get used to it. So let me try to say something that’s already been said before, but in a way that may reach you differently. For illustration, we’ll use a 500px x 300px image that has overlaying grids of 100px x 100px.

It’s important to note this can only be applied to absolutely positioned elements. The clip property takes a shape declaration. Currently only a rectangle, rect(), is supported and it takes values in the normal order of Top, Right, Bottom, Left. So, for example:

img {clip: rect(20px, 40px, 40px, 20px); position: absolute;}

As you can see, the values are comma separated. Here’s where it gets tricky. When you are specifying the Right and Bottom values, those are actually the distances from the Top and Left of the image as well. And one more hurdle, if you’re not using a clipped area from the top left corner, you will need to use the absolute positioning to ‘pull’ the image back into place. So if you start 20px from the top and left, set your position elements like so:

div {position: relative;}
img {position: absolute; top: -20px; left: -20px; clip: rect(20px, 40px, 40px, 20px);}

Crickets chirping

Where’d you go? Ok, you’re still with me? Barely? Ok, yeah, that’s not intuitive. So let’s think about it in a different way. First figure out how large you want your clipped image to be. Let’s go with 100px wide and 100px tall and isolate Beaker’s nose (8). Now just think about how far from the top and the left you want it to be. You need it to start 100px from the top and 200px from the left. With that in mind you have normal values we’re used to. Right now we’re looking at this:

img {clip: rect(100px, R, B, 200px); position: absolute;}

Since we know that we want the image to be 100 x 100, we just add 100 to the values we already have. After adding dimensions to our div to give it layout and pulling it back into position with Left and Top, we end up with:

img {position: absolute; clip: rect(100px, 300px, 200px, 200px); top: -100px; left: -200px;}
div {position: relative; width: 100%; height: 100px;}

Do you see what happened? We said we want to start 100px from the Top and end (Bottom) 200px from the Top. We said we want to start 200px from the Left and end (Right) 300px from the Left. Make sense? Maybe one more example will help.

This time we want a true rectangle that is 300px wide and 200px tall. We want to start this one 100px from the top and 100px from the left. Knowing our Top and Left values we have this:

img {clip: rect(100px, R, B, 100px); position: absolute;}

Since we want it 200px tall, we add that to our Top offset of 100px to get 300px. Now we have this:

img {clip: rect(100px, R, 300px, 100px); position: absolute;}

Since we want it 300px wide, add that to our Left offset of 100px to get 400px. Now we have this:

img {position: absolute; clip: rect(100px, 400px, 300px, 100px); top: -100px; left: -100px;}
div {position: relative; width: 100%; height: 200px;}

Browser support for it is excellent, and by that I mean IE supports it in the universal form starting with IE8. Even lower versions of IE support it, but without the commas in between numbers.

About the Author
Pete Schiebel is the lead front-end developer for the Platforms team, described by some here as the "front end MacGyver" for how he works to make sure client projects look and function as advertised. Follow him on Twitter @sneakepete.

Filed in CSS, Development

January 14th, 2013

Voce Monday Morning Five: 1/14/13

  • Youtube’s evolution from cute cat videos to Gangnam Style: This says more about the aesthetics of and mass participation in web culture than anything else. As web culture has become more about inclusion (“going viral”) vs. being “first to publish” that obscure piece of content, aesthetics have trended towards that which is most easily consumed by the largest number of people. This is in opposition to earlier, more rough-and-raw aesthetics that might be of much higher cultural value but were too obscure to travel to wider and wider circles.
  • The AP Has Started Selling Its Twitter Feed: While this is, yes, a big deal, there’s little that’s new in form and function here. Companies have for years been experimenting with adding advertising to their social network feeds. What makes this notable is that it’s an news org doing it, but in the days of “native advertising” this doesn’t seem like the kind of thing that seems too far out from the ordinary.
  • Meet the four social networks bigger than Facebook (in some countries): When building global social programs it’s important to take stats like this into account since each country or region seems to have a unique network that people there are using.
  • Whither the Brand Website?: There has clearly been a change in perception as studies done in the earlier days of social media marketing all trumpeted that corporate sites weren’t considered trustworthy. This is all the more reason to structure a program around the hub and spoke model.
  • Brands Experiment With Photo-Messaging Service Snapchat, Facebook Poke: Snapchat seems to be getting more attention in the wake of Facebook launching Poke, which is a direct Snapchat competitor. But the intrusion of advertising and marketing into the service, which is primarily used by teens, is likely to turn that audience off to the tool as a whole.

Filed in Marketing, Media, Publishing Programs

January 11th, 2013

Voce’s 2013 CES Media Dinner

For the sixth year in a row we hosted the Voce CES Media Dinner, a gathering of Voce clients, employees and the top tech journalists in the industry. Away from the flowing currents of people filing the halls of the Las Vegas Convention Center, the annual media dinner is an opportunity to slow down from the day’s activity and spend time conversing with peers and catching up with friends.

Each year the Voce CES Media dinner seems to grow, with familiar faces and first time attendees filling the upstairs dining room in the Canaletto with tech banter, war stories from past CES trips, laughter and stories of the occasional CES celebrity sighting.

This year we were lucky to spend the evening with clients from PlayStation, SanDisk, HP, Sony Entertainment Network and over 30 tech journalists from publications such as The Wall Street Journal, Boston Globe, CNET, Associated Press and others. There are a lot of bars, restaurants and people in Las Vegas for people to spend their time in and with and it’s an honor to be able to host this event each year with such a great turnout comprised of the best people in the tech industry.

It’s a little early and probably a faux pas to begin discussing next year’s CES while the current one is still going, so let’s just say it was a great show, another wonderful year for the Voce CES Media dinner, and we’ll look forward to seeing you again next January in the desert.

Filed in Voce Clients, Voce Culture

January 2nd, 2013

The Continued Evolution of Media Platforms

So this is the place I should be making some sort of predictions about what’s to come in 2013, right? I should be pontificating on how this will be the year of engagement, or the year near field communications sends promoted Facebook posts straight to your Google Glass headset or some such, is that the thing? Because in all honesty I’m always aghast at attempts to do so since there’s almost never a year – heck, almost never a week – where the endpoint is so drastically different than what was foreseen at the start.

By way of example let’s look at Instagram. No, this isn’t more faux outrage over a small (and not that big a deal unless you purposely read it looking for opportunities to get your outrage on) change to the terms of service there. Instead it’s about Instagram embracing the web.

Earlier this year Instagram, which had heretofore been almost exclusively based on mobile platforms, gave photographers sharing their pics there a web presence they could link to and on which their fans could Like photos and leave comments. In and of itself that was a big change to Instagram’s public identity and the way people could interact with photos and others.

But then it made another interesting step when they launched an aggregator page for New Years Eve photos, marking what I believe to be the first time Instagram has taken to collecting photos published on their service and created a destination for them. Meaning a service that was purely mobile just a year ago is now driving people to a web page on purpose.

Anyone see that coming? Cause I don’t remember seeing “Instagram starts to sever its sole reliance on mobile” on any lists a year ago.

(Bonus points to anyone who saw this launch and thought “Huh, that seems more like something Twitter would do than anything Facebook has ever done” and then chuckled to themselves at random times while getting odd looks from family members.)

And the fact that it came out of the blue means the only prediction that’s ever safe to make is that things will change. Some people may be bored with the state of the tech industry (something that I think has more to do with the press’ reliance on covering funding, patents and the like than any real lack of innovation) but the reality is things are always in flux. There are always changes happening and very few of them can be seen coming down the road. In other words, if you’re bored it’s because you’re not paying attention.

2013 will have lots of such changes happening. As professional communicators it’s not our job to see the future happening, though we obviously can make intelligent predictions as we put together client programs. It is our job to watch what’s happening and make any necessary adjustments based on what has or hasn’t changed. So good luck with your predictions but make sure that the guidance being given or taken isn’t based on predictions but on the ever-changing reality in front of you.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

Filed in Programming

December 4th, 2012

Not Getting Enough Support for Social? Go Straight to the Execs

It’s almost 2013, and let’s be honest, most people – even executives – now understand that this thing called “social” does have value. But that does not necessarily translate into even a basic knowledge of what social is or why it is so important, and it certainly doesn’t always translate into adequate support or funding to put social on par with more traditional marketing efforts.

There are a host of ways to try to change the mindset at a company, but one of the most successful ones can be to go straight to the top: educate the executives and secure their personal sponsorship of social media programs. Yes, plenty of organizations have successfully managed to advance social from the bottom up, but this post is focused on seven tips for gradually converting executives into social media champions.

  1. Have a Plan – First, make sure that you have a coherent plan and strategy in place. Your plan should show that this is not a fly-by-night idea, that you’ve already been making progress, that you’ve got others on board, and that a lot more can be accomplished if the executives throw their weight behind it. You of course should already have a full social strategy if you’re doing your job right, but you’ll want to tailor it and narrow it down to a few key points for when you get in front of an exec.
  2. Get in Their Face – Sometimes the most challenging step is simply getting in front of the execs. While it’s unlikely you’ll have a chance to present your full social strategy directly to the leadership team (if you do, see tips 5 and 6), think about other ways to get in front of them. Stop them in the hallways if you see them or speak up and ask a question at an All Hands meeting. Consider setting up posters near where execs congregate to spotlight social, or install TVs showing a feed of customer complaints on social.
  3. Make Friends – As you’re looking to get in front of execs, look to others to help as well. If it’s going to fall on you exclusively, you’re in for a much larger challenge. Arm teams, friends, colleagues, and anyone else you know who may have contact with execs with a few key data points and an elevator speech. Think about setting up an intern/exec buddy system to pair social-savvy interns with the executives who you’re trying to teach social to. And of course make friends with the executives’ EAs.
  4. Start With One – If you can get the ear of even one executive, use it to the fullest extent. Try to figure out a particularly suitable “gateway drug” to get that individual involved in social so they can develop an understanding firsthand. If they’re good on camera, start a video blog. If they’re known for brief, value-packed comments, start them up on Twitter. Then focus on promoting their activity to drive up their stats and play to their ego, which in turn can convert them into an evangelist for all things social. Note, however, that some execs can require extensive coaching or start focusing on the wrong stats (follower count, etc), so don’t expect it to be an easy process. But it can often be a contagious one; if one exec dives in, the rest won’t want to be left behind.
  5. Showcase Successes – If you have any sort of social media program, chances are you’ve been able to achieve some level of success with or without the desired level of executive sponsorship. Use those existing successes – whether metrics or anecdotes – to build momentum for your social program. Create succinct case studies in a format that will resonate with executives and start sharing them up your own chain of command and with anyone else who will listen. If you get those around you excited about what you’re achieving on social, that enthusiasm and those success stories will gradually make their way up to executives.
  6. Demonstrate Value – As you develop these case studies, focus on the value that they drive for the company. Rather than spotlighting the number of new Facebook fans in the past month, point to examples – even anecdotal examples – of social media impacting corporate priorities or especially the bottom line. Ideally you should be able to point to social referrals as part of your website’s conversion measurements, but even that only accounts for some of the social ROI. Talk to the other teams, especially the sales teams, to find out if they have stories to share, and don’t be afraid to use anecdotes to demonstrate value.
  7. Go Grassroots – Finally, never underestimate the impact of a grassroots campaign. Train employees across the board on social – especially in-person training where you can give them rewards, stickers, or some sort of schwag that can spark others to ask them where they got it. Leverage those already involved on social (whether personally or professionally) across the organization to help contribute to and amplify success stories. Get as many folks excited and involved on social as possible, and you’ll soon start to see that enthusiasm spread quickly across – and up – the organization.

There are certainly challenges with going straight to the execs, not the least of which that it’s often difficult to get in front of them. Just as important, though, it is often (though certainly not always) difficult for execs that have a very limited understanding of social to truly “get it” without repeated coaching and patience. It’s a process, a gradual process, but hopefully these tips can help make it a more successful one.

Filed in Social Media

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