Now back to our regularly scheduled program, scribbled on my Hubspot 9-509-049 HBS case from Marketing Services class last summer.

David spoke quite a bit about the Dave Carroll “United Breaks Guitars” YouTube video. In sum, we know: Dave sung happily about the guitar break, while United probably went about their day-to-day. United never responded. Probably most of us would find that to be supremely rude. What should United have done? It would not have happened, but if I were at United, I would have created a humorous video that showed a series of travel throughout the years, highlighting things they have broken, with ridiculous flair and humility. It happens, so admit things you’ve actually broken, and be human. Doing this is powerful and most people will forgive.

Then there are perhaps some truisms:

• Being clever, with speed and agility, will position you well. Not that it’s easy, but thinking creatively, there are many more opportunities than you might realize, e.g. the coverage of Paris Hilton being banned from Wynn Resorts (hey I’m fine with that). If I google “Paris Hilton” and “Wynn resort” (yes, I use quotes) I get 43k+ hits today. Not too shabby in terms of coverage for Wynn. And, due to my lack of interest in California politics, I was formerly unaware of the Zake Starkewolf Phone-Sex Robocall and the pickup by stoppoliticalcalls.org. But yes, another great example of taking advantage of the opportunity without spending any green.
• Always respond in the same media, in which the customer responded to you. In other words, customers, especially the over-analytical types like myself, choose to respond in a certain medium for a reason. To effectively respond to concerns raised, in another medium, is to negate part of the message and devalue your brand equity.
• Social media are the tools; real-time is the mindset. Although, actually, we shouldn’t say “social media” or the like, too many negative, overused connotations when you’re trying to move others to a way of being that seems so foreign. But the time is now to take advantages of the opportunity that will fade so very quickly. Who will think of this? David suggests having a “Chief Real-Time Officer.” I’m not sure where this person would sit in the organization, because first of all, this person will get no sleep. Hence we shall pluralize the term, but please, no committees. But I imagine this person would have to be very knowledgeable about most all facets of the company: history, competition, industry trends, products & services, and so on and so forth, to be effective and also communicate internally about “our real-time communications.”

So how to act in real-time, besides get that chief person David mentioned?

• Develop real-time guidelines. These should be “ready to go” and give people the permission to react. Not to sound all tied up in a bun and planning-oriented with my xls spreadsheets, but to think about this, agree on guidelines, document the guidelines, and communicate them, well in advance of the fight or flight moment, will calm the troops and allow the organization to react best.
• Implement real-time systems for your real-time business. Maybe these are complex or simple suite of tools, but the good part is, there are tools and plenty of them.
• Develop a real-time mindset about how to react when the time is right! Probably most of us would agree with David, this is most difficult. If most organizations had free time, some green, and resources, real-time marketing is still probably not what would happen next.

Some additional hints, tips, and tricks:

• When individuals speak on behalf of the organization, say “I” and only let that special chief person(s) say “we.” This will go a long way to avoiding the concern that every person is a spokesperson for the company. That just isn’t the case, even when the aforementioned guidelines are in place. Again, we are human and I think this brings that element back to the conversation as well.
• I’m sure I’ll love the stock data and graph loveliness in the book, but use that stock price data to demonstrate ROI to the c-suite, i.e. Companies who were active in real-time marketing & PR, had greater stock prices (over the period that David used this as a proxy to measure ROI of real-time marketing and PR). I’d find the chart right now in the book, however I notice the index does not contain “stock” in the index.
• I think there was the crowd comment that doing real-time marketing & PR is “freakishly hard.” Hats off to doing it in the first place! David suggested that he hire some journalists to do the real-time well, as they can field the reactions and opportunities well, with certain maturity and dedication that is perhaps lost on some of us.

For now, I look forward to reading the book, which I probably won’t comment about, in real-time.

Most of the uproar, as you can see per comments, is that users don’t want to have to select who will see their status update, each time a status update is made. In that way, it seems a little similar to email and reply all: make sure you don’t reply all when your really mean to just reply. But it seems this intial uproar was before Facebook qualified its post to note the following:

The beta is only open to people who already chose to set their profile and status privacy to “Everyone.” For those people, the default for sharing from the Publisher will be the same. If you have your default privacy set to anything else—such as “Friends and Networks” or “Friends Only”—you are not part of this beta.

You think FB would have learned from previous privacy issue announcement debacles, like the few months ago TOS incident, in which they own all your content, or wanted to (if I recall, they revised the TOS after outcry and shaming). Of the 200 million plus users today, so many of them already get upset about various privacy issues, although controls do exist. (It’s on my to-do list to invoke some further FB lockdown.)  Will the bulk of these users realize that they have set their status updates to “everyone” and realize the consequences? Surely, yes, now with the post we are all clear about what Facebook is doing, theoretically. But in practice, would some unintentional “everyone” posting be the nail in the coffin, driving users away from this platform? In other words, has Facebook set up the opportunity for too many people to finally foil themselves and run away? This game of connect the dots about my public persona may just speed up.

I can’t imagine wanting to post a Facebook status update as public for everyone and if I had done so by mistake, oh the horror. With Twitter, I post to Tweetdeck and usually autopost to Twitter as well, although it’s a more tech-oriented tweet for which I receive ridicule. But creating a status update precisely for Facebook – I’d like the post to stay there. So argh, argh, argh, argh. There’s just one and only one, Facebook status update, for you.

1. DM messages – I haven’t found anyone who likes these. This service makes me tweak, it’s like paying someone to provide you with email overload.
2. Real-time – In my real-time, I can find amazing tweets already, for free. Will this always be the case? I don’t know, time will tell. But since I am already enjoying this, why rock the boat. Also, real-time need not be consumed with knowing about Britney’s latest hairstyle. If I am in the mood, a two second glance at the latest trash mag in the grocery checkout lane will fix that.
3. Who Will Super Chirp? – It’s a nice idea for charities, in theory. i.e. That is you would pay for these charities tweets and aid the cause. In reality, it’s just another textual item in your day, whereby the real message becomes a fleeting thought.

For me, it’s a hard sell. Now back to my fab free tweetastic fun.

• Groups – Where can you make a group for Twitter? Tweetdeck. Examine why you use Twitter and what are the kinds of folks you are following. How would you aggregate them into top groups? In sum, overall the folks I follow may be these: librarians, social media users, entrepreneurs, web geeks, marketers, business leaders, people I know personally in real life, healthcare news and advocates, nurses, physicians, and others that just bring a bite of humor to my busy life. Given that, I created these groups: Social Media (top social media tweeters I like); Twitter (tools and tweets on using Twitter, may have overlap with SM category); Librarians (including libraryland stuff); Work Related; and Fun and Entertainment (my personal miscellany).  The limitation: You can only have 10 groups. Try to create another one, the following message is delivered, “you are already using 10 columns, you could delete one and try again.” Also, there are only so many friends you might see available as adds to your group, see this post on why that is the case.
• Frequency – I reorganized the columns so the ones I want to see the most are at the left, less scroll. I set up a time limit filter for the last 24 hours for each column – see great details on this here, question #16. I’m trying to just use Twitter when I can – I get the updates I can get, when I get them, other updates I just miss, such is life.

It’s a start…

Let’s first look at some characteristics or categories of DMs that may exist, based on the ones I’ve received.

• The “free” offer – I sometimes get the “hey check out my free e-book” or some other offering. On occasion, I might like to do this, although I haven’t yet for those who have sent me some interesting item. In other instances, there is a button named delete.
• “thanks” for following – that pretty much says it all. IMHO, I don’t think these are necessary, although it is nice to see such thankfulness ins social networking.
• More Twitter – Since we connected on Twitter, if you have something Twitter-like you can share with me in your DM, that might be useful. I’ve received a few messages with other Twitter references or followers on Twitter, I like that.

Here are my thoughts on why an auto DM, although seemingly destested, might be worthwhile, if done right:

• In this DM, you share something that you haven’t already shared in recent tweets or in your basic profile space. Perhaps it is a tip, a link to check out your friendfeed, Linkedin profile, a slideshare deck, anything else new and exciting.
• You actually do want to build your Keith Ferrazzi quotient for the day and offer yourself as a resource to people. You want to help other people succeed. Provide some information about how you might do that.
• Could it be a forum for asking a question, which you hope will engage the user and write a @craftydlib replyback to you? Of course, if this is the course of action, you might want to change up the question in your DM fairly frequently, in-line with your number of new followers.

Thus far, I think I received a few post-follow message that was personalized, or so I think, as it contained my name. Since my first name is not in my Twitter handle, I assumed this was a personal message, but there is probably a tool that would extract my name from my profile for input in the auto DM message. Of course, I just found TwitterDMER that will perform this function.

No worries, I haven’t set up my own DM yet, so you can follow me without fear. I’m not sure that I will. I haven’t received too many that are overwhelmingly useful yet, well for my purposes anyway. But if you need me, you know were to look.

Ok, onto the post now: So my lack of blogging is of course because it takes so much time. Hence my research project into productivity and Twitter. Of course, it can be a time sink, or not. Let’s assume the latter. Lately, I have been examining at various Twitter tools, including but by no means limited to the following:

• Mr. Tweet
• Tweetlater
• Twollo
• Tweetdeck
• Joint Contact
• Twitterfeed
• and others…to be continued

Yes, most people in my daily life still think Twitter is useless. In fact, who out there is surrounded only by people who think Twitter is useful? Well, maybe a few select social media strategists. Below are some recent findings on Twitter or about Twitter that have proven productive for me.

How Twitter Has Helped My Frantic Life in the Last Week:

• I found out that people were reading reading a certain marketing communication from work, as the essence of the message was tweeted.
• I easily located highly applicable information for my Twitter productivity project, from well, Twitter.
• I started following my classmates in social networks and virtual worlds class (Sundays at 6pm in Elluminate via Babson or Second Life). It would be cool if we had a Tweetup since we all meet just virtually for this class.
• In a moment when I post this, my post should auto-populate over to Twitter, if I used Twitterfeed correctly
• I got my first iphone this week (yes, I’m feeling some major glee) and so set up my apps and will start experimenting with productivity from the mobile Twitter suite of options – no dearth here.

Well – it’s nearly time to adjourn as I’m heading out to a productcamp tomorrow for a good time, surely to include Twitter in there somewhere.

Some observations on Starbucks particular use of social media to capture ideas:

• Good, they have some divisions of ideation: Products; Experience; Involvement. There are subcategories within these.
• The site also links to the Starbucks idea blog, where they comment on implementation. Yes, make it easy for customers to see exactly what you are doing on our behalf. Will they also comment on any commentary where they have decided not to implement the suggestion? Without reading all the updates in detail, I’m not sure yet.
• Of course, there is a huge volume of postings. I did some searches to see if some topics I would post on are already covered by other posters and many of them were.
• I wish there was a tagging capability for the posts. The subcategories are just not enough.
• For hardcore users, some might like an RSS feed to follow certain subcategories.
• With the multitude of postings on particular topics, you can clearly see where sentiment runs high – i.e. just don’t discontinue decaf in the afternoon, you heard me! Please bring back using SILK soymilk in the drinks, the new soy milk brand you are using is just gross.
• Random, Odd – I can’t seem to click on the names of the folks in the comments leaderboard. JavaOcha, who are you?
• Starbucks says they can’t read and/or act on every post. Ok. But it might help to review them if they were organized better. The commentary form could also ask customers to provide some optional demographic data. In that case, I can comment on others comments more appropriately if I know more about them as a customer. And you know, Starbucks could mine that data that folks want to offer.
• Fun – perhaps I’ll post more once I get my Clover small batch cup soon. Cheers!

• We no longer need to send those emails wherein the subject line is the email itself. The body is blank. You know these emails. The short update emails that are seriously just a FYI. You probably have them directed to a specific email folder, but if not, then these can be eliminated as a source of clutter on your inbox and purposed through a service like Twitter.
• We can ask a question to our colleagues without guessing “hey, do you know X…?” when it’s really someone who is not on the email thread who is in the know on the topic. Then someone on the thread forwards the question to the individual that might know the answer, and so on. Instead, you could send on a quick question to an entire group and seek a response.
• Twitter and like services also deliver an improved reputation awareness view. With the entire group or company viewing questions, responses, and perhaps musings, it becomes more apparent who knows what. This is especially helpful for new employees trying to get a pulse on who is in the know on what topics in what groups.
• Beyond reputation awareness, we each carry on our own area of expertise. Sometimes these areas are related to our work and if colleagues are aware of these pockets of expertise, they will certainly try to leverage you for a project where your name was not even mentioned in the past. You can become the “known expert” through your quick postings on areas of expertise.
• When your colleagues are dispersed, it may certainly be easier to read the Twitter question on your mobile device and respond quickly in the few minutes you have between meetings.
• We can make new and stronger connections. Few companies go through formal social network analysis. Great idea, but who has the time and deep pockets for this? Perhaps we can make stronger connections, on a grass-roots level, between people in the organization through this transparency and always awareness tool. In some roles in the organization, it is difficult to always know who you need to know.
• During a time of role expansion, it’s also difficult to know what are the new sources of information that you might need to be aware of. If your company is using Twitter, you can easily pick-up and hone in on the new sources of relevant info on the Twitter feeds if this is a true mechanism for information delivery in your organization. It makes the task of “getting in the know” much easier.
• It’s easier to quickly scan through Twitter posts than email. It’s a real time-saver. You can stay tuned to the info that you need to be tuned into and bypass the rest.
• I also see Twitter as a tool to reduce redundancy. In a large company, it’s impossible to stay on top of all possible overlapping ideas and needs across groups and departments. When you see ideas that have bearing on your own work, it’s easy to speak up, much sooner, and offer yourself and your thoughts as a collaborator in the effort.
• Of course, as mentioned, there is the true social use. We can blend our work posts with some personal posts to break up the stress of the day and share more of ourselves, likes and dislikes. E.g. Hey, did you know Zumi’s is now making the peppermint mocha! Go get one!
• If Twitter and like services are used in the above fashion, then email can be a vehicle used to serve its best intentions: for sharing more detailed information that must be more detailed. And for that, I think we’d all be thankful

• Who you are – Given the super-social nature of FB, some folks will never jump in and of those who are part of certain professions where public image is more important, will maintain a select view of self. So more people might jump in, but jump into FB to a certain degree. In a few years, perhaps the idea of drunk college photos won’t matter on FB, as we’ve seen enough of that, what’s new? I think reading between the lines, for the data mongers out there, will prove to be more useful with a tool like this, e.g. creating a profile of what I might buy based on my status updates.
• Your age – It always seems that we read younger folks are more into sharely info freely. I’ve seen it both ways. Some twenty-somethings are afraid to be indulge in the ecosystem and its apps, some thirty-somethings are key users, perhaps accessing it more often than email.
• What you get from sharing – It’s a nice way to stay in touch, but I don’t put all my eggs in one basket. For me, it’s just fun and enjoying updates and sharing info with others. If folks are using the FB tools more and more, then I would imagine some groups on FB would be more populated than they are. Shouldn’t the Web 2.0 summit group have more than 617 fans? but true, based on all the updating I’ve done on FB, I’d be frightened what a detailed profile, although based on limited kinds of information I’ve provided, might say about potential actions I may take.

• I have many “web lives.” I know, certain marketing folks want to know just a segment of “me.” Does she like to bake? Well, if you could mine my Facebook profile, you might see that yes, I like to, but I don’t have much time to do so lately. This is true. But some expressions of my life and the “me” that you want to know in all my passive and participatory web movements are not “me.” Can these be separated? For example, sometimes in my baking and cooking, I seek meat recipes. However, I don’t eat meat and I haven’t for 15 years. Can you figure out the patterns in my life to determine how and why I am still driven to seek rack of lamb recipes on Cook’s Illustrated?
• If you can separate these, will you try to confirm the likes of folks I associate with? How accurate would they be? Would you be able to link these “extensions” of me to the people I know to create a fuller profile of them? In my example above, you must figure that I cook for a meat-eater. But how often? If frequently, I must live with this meat-eater. If infrequently, I am making stuffing for a turkey at a family Thanksgiving. Can you link this info to the location where I buy the meat to see how often I buy it for this meat-eater? I prefer to pay for groceries with cash and no reward program card, so I hope not. If you know what I’m doing, I’d love to hear.
• But there is also the “off the radar” me. Despite my online shopping, web 2.0 profiles, and such, much of me is still unexpressed. I know, we all want to think this: I am so special, you cannot reduce me to a dataset and run a regression analysis, please! Is this true anymore? What me is solely my own me? Can I preserve any of this me? I won’t divulge “me” here, but I still do keep some paper and pen notes about my life just for myself. In this digital life, that actually causes my hand to cramp up, as I write with a pen so infrequently.

It’s all pretty scary. Because I like Halloween and wear odd outfits that can be very scary, will you profile me with a lower responsibility score? Ha, I’m severely responsible. Except for the cleanliness of my home right now, since I’m blogging!