Krywosa, IMC

I’ve noticed lately that I’ve become somewhat of a hermit in the eyes of my non-digital friends. My ‘in real life’ (IRL) peeps. I wonder if this is detrimental or if its only made to feel that way by those who just dont get the benefit of virtual friendships.

Dont get me wrong: I’m by no means sitting home all day every weekend chatting or xboxing with people across the globe as my main point of human contact. I still go out on the weekends. I still catch the occasional post work drink with coworkers both past and present. I’m still entertaining in my home and meeting people offline in the dating world.

If you’re like me, you know a large number of people online that you may have never met. Not yet, or maybe, not ever. Does that make these relationships less real? Are they one dimensional? Are they just ‘pretend’ or ‘play’ friends? I’d argue not. But some people may have you thinking of yourself as Sandie Bullock’s character in ‘The Net’. Kinda sad. Too much food delivery and not enough interaction. But that was the 90’s and now these types of relationships proliferate and people need to update their judgements.

Some of my online peeps are more involved in my life than some friends I live close to. Some comment more on my virtual existence which bleeds into my ‘real’ life  (blogs, Twitter, Facebook pics and posts, etc.). Lately, I’ve spent more time Tweeting TV shows, football games and social outings with online peeps that they’ve become my main base of contact. But here’s why: I have the ability to always be connected. Sad as that may sound, with the cold, harsh winter taking its toll on my outings with friends, and my recent lukewarm feelings for phone conversations, Tweeting/Facebooking/Texting have become the norm even with IRL peeps.

My argument is that I’m more connected to people than ever. Just because I’m not face-to-face doesnt mean that my interactions are any less fulfilling. I know more now about more people than ever before because I can be updated in real time. I can comment on things that I may not normally have known or be told because they get caught up in the minutia of every day life. I’d argue that I feel closer to more people with minimal effort. I’d ask my non-connected friends why they arent?

So: what is ‘real life’? How do you feel about your digital existence?

I know I’m preaching to the choir here, since a majority of my readers are involved in the infamous ‘Facebookgate’ but here’s a few blog posts to catch you up on the dealings:

The initiator and champion @bradjward: Squared Peg Post.

Labeling of ‘Facebookgate’ @andrewcareaga: Higher Ed Marketing Post.

My Two Cents: At first glance this may not seem like a big deal, but these people are collecting profitable information from students without their consent. They’ll use their comments in their $39.95 subscription based web service and wonder what we see wrong with it.

So, what DO we see wrong with it? Personally, the posing as potential incoming students is what irks me the most. They purposefully only show their high school networks – if any at all – and not their undergrad networks. They post question to tease similar answers from all groups. They are obviously interested in other schools these students consider, where they are from, and are shady in how they get it.

For the rest of us trying to get people on board, this really puts egg on the face of social media. It makes it much easier to say no to the next request. It creates more hoops to jump through and logins and passwords. I’m personally very upset by this misuse of organic social media.

With that said, I’ve began talking with students in this group and inviting them to our truly official group for new students. I’ve recruited new admins and asked them to leave the old group to boost our numbers and make theirs lessen, bringing us up in search. I’ve reported two phony Suffolk groups, made all students involved aware, and am working on a copyright infringement report to FB for the unofficial use of our logos.

Phew. What are you doing?

By now we’ve all been wowed by the well greased machine that was Obama’s campaign. But what can we learn to do, or do better, in our own endeavours? These five philosophical items can help you build your brand, be it personal or work related:

1. Embrace Your Truths -know what matters to you and wear it on your sleeve. Promote these things beyond anything else. By doing so, you’ll solidify if not elevate what you mean to others. Above all else, dont succumb to pressure to morph into what you think people want you to be: you’ll only fail.

2. Understand Conversations, Even if You are Not a Part of Them -No one can be everywhere all the time, or want to hear everything that is said, but, you can listen and learn from it. Dont try to interrupt what people are saying or change their minds. You risk appearing guilty or one sided. Hear what they say and find ways to apply it to the way you do business and communicate better. People’s unabridged ideas about you are your strongest measurement of their overall opinions. Use this to make better decisions, not arguments.

3. Harness Newness - whether social media or community organization, find ways to communicate well with people. Find where they are, and be there. Know how they best consume information, and provide it in this way. Translate it in other languages or new and different patterns of discussion. Seek out ways to do things better, even – especially – if no one else is doing it this way.

4. Ride The Wave -dont assume that things will be seamless or smooth. Expect and anticipate bumps in the road. Dont waiver, even when things seem to be going against you. By standing by decisions and embodying ideals you’ll solidify not only your concept, but maintain it in the minds of the public.  Dont fear change. Without risking failure, you learn nothing.

5. Be What You Are - nothing tarnishes a brand like pretending to be something its not. Everyone has their own thing that they do well, stay with that thing and get better at it. Provide something that others do not.

After reading this weeks installment of Ad Age, I’m finding I’m doing a double take on how I think about Facebook. I’m wondering if they can keep up with all the hype surrounding marketing to their social graphs. People seem to think of this as a ‘magic bullet’ theory on reaching the masses. I hope they all don’t drink the kool-aide.

Consumer marketing has no real place in these networks. There. I said it. Unless these groups can find a way to be useful or sponsor usable widgets, I dont see it happening. The real value of the social graphs is to see how consumers discuss brands and how companies can (gasp) make products better. Reach consumers in a conversation they actually want to be a part of. Not pushing more banner ads or ‘click here’ collateral.

Social marketers already know this. They know these networks are fantastic in building awareness and communities of conversation around topics and barriers to behavior change. Consumer marketers – the good ones at least – also know that online social networks like Facebook will ultimately serve one purpose for them – brand building. Not brand building in the sense of creating loyalty or building visibility, but more so creating a venue for healthy conversations between a brand and its community of users. Healthy meaning frequent two way communication with room for those who are anti-brand and that ultimately helps create new ways of relating.

Bottom line – if people want your product they can buy it. They’re already talking about it – why not be a part of that conversation?