New York Times Commits a Fashion Faux-Pas about BlogHer

It's not often I get on my soapbox on my blog; my intention is to share with you, my good readers, a bit of widsom and insight and share everything I've learned in kind from all of you. But I'm hoppin' mad at the New York Times for how they've managed to undermine some fantastically accomplished and groundbreaking women from BlogHer.

BlogHer is a community of women bloggers who blog about everything from cars to health and wellness, technology, green causes, law, social change and dozens of other topics. With over 13,000 members and over 10,000 blogs on their directory, it's a powerhouse of content, expertise, and community building. These women are driven, and influential.

So imagine my frustration - nay, disgust - when the New York Times managed to write a story about their recent BlogHer08 conference and put it on their Fashion and Style page?

It prompted me to write a letter to the editor:

I’m so disappointed that you managed to completely undermine the professional, hardworking group at BlogHer by parking that article on your “Fashion & Style” page. Why not Business? Technology? These women are changing the face of technology and the online world, and you’re parking them off in a trivial corner instead of among the gamechanging minds of Web 2.0 where they belong.

This is exactly why glass ceilings exist. Way to take a legitimate, amazingly powerful event for professionals and treat it as “aw, how cute!”.

Shame on you.

That pretty much sums it up for me. I'm thankful that events and communities like BlogHer are garnering recognition in mainstream media for the incredible things they're doing. Blogging and social media are changing the face of marketing, communications, and mainstream media. But I am so distressed that this particular event was treated like it was some cutsie fashion show with a bunch of women getting manicures, drinking tea, and giggling with one another over soap operas. Even the article has a rather condescending tone, as if they NYT was surprised and amused at this little gathering of mommies who blog.

Blogging is a commitment. It takes dedication, passion, and focus to do it well. It is shifting boundaries all over the world about how people, businesses, and media get and share information. And communities like BlogHer are the essence of bringing people together to learn, share, and teach one another (sound like any of the definitions I've given about social media???).

So I repeat, shame on you New York Times. BlogHer members - and all of the evangelists of Web 2.0, social media, and community - deserve better than that.


Image credit: Wendy Piersall of Sparkplugging.com

Social Media Group Therapy

Groups for social media enthusiasts and practitioners are popping up, and that's a great thing. Whether you're a lone soldier looking to network, or a large corporation that needs to take social media beyond the basics, there's a group for you. Here, just a few that I've come across in my travels (and feel free to share yours in the comments!):

Free Memberships

Marketing 2.0

Marketing 2.0 is a burgeoning community that, in their own words, "is a community of passionate marketers sharing ideas, insights, advice, stories, and occasional rants and raves about how to operationalize Web 2.0. In other words, how to bake things like social media, conversational marketing, and online communities into the foundation of marketing."

I personally love this approach and am encouraged by the potential of their membership. I'm particularly fond of the companion community that has a bevy of great information on the blog and through the member forum. Just reading can teach you a lil' something new. (Note: I'm a member).

Society for Word of Mouth

Billed as the place to be for those who seek word of mouth enlightenment, SWOM is a fun community with some great personalities at the helm - BenMcConnell and Jackie Huba. (You might know them from their awesome Church of the Customer Blog or their book Citizen Marketers). It's purpose is to be a free social network for those immersed (or just interested) in word of mouth, and to be a premium educational resource so it's community can bring word of mouth to their own organization. I'm big fans of theirs, so I hurried to join when I learned about it.

There are local groups for SWOMies, as well as a discussion forum, a library of resources, and some great videos. With just shy of 1,000 members, I'm eager to see where Jackie, Ben, and the community take this.

Paid Memberships

Social Media Club

You may have been hearing the buzz around Twitter, Plurk, or the Blogosphere about the SMC's announcement of their 42 board members. Founded by Chris Heuer, Howard Greenstein and Kristie Wells, the SMC says this about their reason for being: "Social Media Club is being organized for the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media."

Chapters are getting off the ground across the globe, and promise to deliver some great events and networking opportunities for us social media type people. Membership is truly a steal: Just $100 for a professional membership up to $2,500 for a corporate membership of 10. They even offer a free "open" membership if the hundred bucks is just too much for you right but you'd like to somehow be involved.

There doesn't appear to be a Chicago chapter alive and kicking yet, but maybe I'll kick off an email...

Word of Mouth Marketing Association

According to their website, WOMMA is the official trade association for the word of mouth marketing industry. WOMMA's mission is to promote and improve word of mouth marketing by:

* Promoting "best practices" to ensure more effective marketing
* Protecting consumers and the industry with strong ethical guidelines
* Evangelizing word of mouth as an effective marketing tool
* Setting standards to encourage its use

Membership includes networking opportunities, access to research, and event discounts. Members include marketing and advertising agencies, PR firms, educational institutions, consumer products companies, and more. Membership fees start at $1,000 per year for small businesses up through $10,000 per year for governing members.

International Blogger and New Media Association

From the IBNMA site: The IBNMA has been formed to serve as a single voice representing members of the industry and as an advocate to promote its growth. The Association’s mission is four-fold, to provide: Research, information, education and advocacy to bloggers, podcasters, social media consultants and others related to the industry in any way.

My buddy Paul Chaney has been talking about the recent relaunch of this org, for which he serves as President. For $25, I think it's worth checking out. They're talking about an intranet for members, and continuing their current benefits that include discounted registration to BlogWorld and New Media Expo. It's still a little new, but I'm all for giving us students of social media more places to gather, share, and learn.

Society for New Communications Research

SNCR is a non-profit think tank that's "dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society."

With several publications and educational events, including the well-regarded New Communications Forum, SNCR is the academic arm of the marketing 2.0 world. Membership starts at a mere $250 per year for students, and range from $495 for associate membership all the way to $25,000 to be a corporate partner.

Blog Council

If you're part of a large company that's already gone through the growing pains of integrating social media and blogging, the Blog Council might be a great fit for you. It's intended to bring together senior executives to explore issues and share best practices with one another in a private, productive environment.

The member list is impressive; I think it's a valuable place for the "big kids" that are looking to take their social media efforts to the next level. It's also designed to be intensely respectful of demanding executive schedules; events are based on rapid-fire phone calls between members and online forums, and just three live one-day meetings per year that are about peer-to-peer discussions and networking. Hop on over to their website if you are (or know of) a senior corporate executive that ought to be part of this.

I'm sure this is just the start of what's to come in our industry. And don't forget to check out some of the other larger industry organizations like the American Marketing Association, a local Interactive Marketing Association group, or Media Bistro's AvantGuild association. Please let me know what groups I've missed!

Today's awesome image brought to you by VividBreeze

They're Talking About You! Now What?

So, then. You've done your homework. You've listened. You know what social media isn't and you're ready to dive in. You're paying attention.

And lo and behold - they're talking about you! And as GI Joe reminded us, knowing is half the battle.

But Now What??

Prepare for Action
First, be sure you have the tools in place for great content and conversation. Do you have:

• A great website or blog to send people to for information and valuable, relevant and timely content?
• An easy way for people to contact you? Think multiple channels like phone, email, and instant messaging. Or extend your ears and try Twitter or Plurk.
  
• Excitement, an open mind, and enthusiasm for what social media can do for you? If you're not enjoying the interaction people will know.
• Resources at the ready to answer questions, troubleshoot, or provide additional information to your community?

Got all those things and then some? Great. Let's talk about what you're hearing, and a few thoughts on how to engage. And please, add your own! Comment. Argue with me. Point out what I've missed! I want to learn from you, too.

The Good
There's nothing more gratifying than to hear that you're doing a great job. Your customers and clients are delighted, and they'd recommend you to anyone needing what you offer. How to respond?

• Say thank you. Post a blog comment, send an email, drop a personal handwritten note.
• Ask for more details about their experience, and how they found you. Find out what they liked best, and commit to doing more of it.
• Hand over your contact information and make a personal connection. Offer to be a direct contact for them or offer up someone in your company that can take good care of them and make sure they continue to be happy.
• Engage them as an insider. How can you get them connected to your company and encourage them to go from a happy customer to an evangelist?

The Bad
Uh oh. They're criticizing your product, trashing your customer service. What they're saying isn't at all what you'd hoped to hear. Ignoring it isn't the right answer, so where to start?

• Apologize. Good old fashioned "I'm sorry we disappointed you" can be a great start to a constructive dialogue. Take the conversation to a more personal forum like email if that's what makes sense.
• Ask what went wrong, and how it could have been a better experience for them.
• If you have a solution at the ready, offer it. No solution yet? Explain what next steps you're going to take to come to a resolution. And follow up.
• Don't be defensive. Nothing kills trust faster.
  
• Be creative. What about having a negative reviewer be part of your next product innovation brainstorm? It's not for the faint of heart, but it can be a gold mine of new perspectives.
  
• Say thank you. Just as important as when they say something nice. Thank them for sharing their experience, and caring enough to be angry. It's a great opportunity for you to learn.

** To note, negative comments are entirely different than hate mail, flames, or trolls. Those are best ignored altogether.

The Indifferent
This one is tricky. They're talking, but it's a solid "maybe" as to whether they'd do business with you again. They're not mad, but they're not overjoyed, either. Is it still worth interacting? I think so.

• Ask them what would have taken their experience from so-so to great. You may just have an "a-ha" moment that makes you even better at what you do.
  
• Invite them to continue the dialogue and share more detail. You've started the connection, and you can help it prosper.
  
• Tell your story. "Eh" might just become "oh!".
  
• Say thank you for their feedback. (Notice a theme here?)
  

Look who's talking!
I'd love to hear more about companies that are making the most of their online conversations. Let everyone know who deserves some kudos, and share your stories in the comments.

What social media isn't.

There is so much discussion about what social media truly IS, and as many definitions as there are definers. (Check out the results of this google search to see what I mean.) If your mind is whirling about trying to nail down a definition and discover how you should be using it, we'll try a different approach by pointing out a few things that social media is NOT.

Show and Tell

There was a time when people were content to be an audience; to sit and listen and be presented to (and yes, interrupted). “Look at our shiny new product!!” “Look how smart we are!!” Those days are changing rapidly, and folks want to interact, not just observe. Social Media is about giving your customers an opportunity to talk with you about your products and services and opening up the floor for dialogue.

A Popularity and Numbers Contest

Twitter followers. FriendFeed followers. LinkedIn Connections. Plurk friends. RSS subscribers. The online world is full of folks bragging on and on about just how popular they are, how many networks they’re part of.

But unless you’re saying something worth listening to, and unless you’re allowing the conversation with your community to be two-way, those numbers just don’t matter. A big community is great, but it’s truly the level of attentiveness and engagement that matters.

Geoff Livingston in his recent post on hype in social media explains beautifully the critical importance of understanding this:

“Social media is about people. Customers are people. Social media marketing is about networking and community participation with the right few [networks], from which relationships are developed, in turn creating results.”

A Silver Bulllet

Social media in and of itself is no magic solution. And just because “everyone” is doing it, how and why social media will (or won’t) work for you may be very different than someone else. Mack Collier of The Viral Garden has a great post about corporate blogging, for example, that talks about the importance of using these tools as mutual communication vehicles:

“Instead of attempting to create an environment where readers are given valuable content and interaction is encouraged, many companies are attempting to use their blogs as an extension of their weekly circulars…[t]hey attempt to approach blogging as a one-way communication channel, which is what they are most comfortable with. The results, i.e. disappointing returns, are completely predictable."

Indeed, you must pay attention to social media because it’s not going away and it is truly changing the landscape of marketing, communications, and customer engagement. But you absolutely must take the time to evaluate WHY social media should be part of your strategy, and what tools are the right ones for you.

Just for “Experts”

This is a vast, deep and largely uncharted ocean we’re swimming in. We’ve only just scratched the surface of the tools and potential of social media (in other words, don’t let someone tell you they’re a social media “expert” – none of us are yet. Experienced? Knowledgeable? Maybe.).

There are, however, some characteristics that are common to many of those who focus on this dynamic industry for a living: curiosity, determination, relationship building, and enthusiasm for discovering the potential. Check out Tamar Weinberg’s excellent post on what traits define successful people in this industry according to people who use, know, and love social media.

But do you have to be an “expert” to benefit from this groundswell? I don’t think so.

Waiting for the “right time” to get into social media is like looking for a break in rush hour traffic in Chicago. (Trust me, I know this). Sometimes you just have to stick your nose out there and jump into the fray. You will make mistakes. You will listen and learn. And you just might find that the effort alone is enough to help you find your way.

Let me close by saying that there are a lot of things I could include on the list above. But social media is, and will continue to be, about building communities and having great conversations. Embrace this and let it be the foundation of your efforts, and you’ll already be ahead of the game.

Awesome Photo by That Blonde Girl

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Be A Word Of Mouth Super Genius!

WHEN: Chicago: July 30 and September 4

Until now, only Wile E. Coyote could lay claim to the title Super Genius. No longer!

Our friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies (yeah, the big ones) at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

We've arranged for a $250 discount for our friends! Use code "welovethebrandbox" when you register. (And you DO, don't you??)

This is a very practical, hands-on course (and if Andy's involved, it's sure to be a blast). In one intense day, you will:

• Master the five steps of word of mouth marketing
• Construct an action plan that your company can start using the very next day
• Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
• Know how to translate word of mouth marketing into real ROI
• Participate in an active, intense day of practical brainstorming (not boring theory)
• Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing

Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days. Click here to get more information and reserve your spot.

Note: Nope, I'm not getting anything in return for promoting Andy's workshop (I offered in fact), and I don't promote stuff I don't believe in. I just happen to think Andy is super smart, and that every company can and should be doing what he teaches. So off with you now. Go sign up.