What Happened To Accountability?

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Perhaps this isn’t a new trend, and is something that’s pervasive. Perhaps I’m just getting more visibility to it because of my immersion in fast-moving media environments.

But there’s a startling lack of accountability swirling around right now, both in business and individual senses. And it’s arresting to me.

This isn’t a post with the answers. Rather, it’s a post fraught with questions (and as usual, a pile of opinion). I need your help to think it through. Am I crazy?

Shortcuts In Business Social Media

I posted recently about how social media is much more about culture shift than operational capacity. And in the comments, my astute friend Olivier Blanchard discussed the social media industry’s responsibility to better teach and educate about what social media is and isn’t.

I agree. But. Yes, I think we need to continue emphasizing social media’s impact as a core business philosophy and not just a set of tools and technology, and raising those points enough to drown out the shortcut seekers. But I also maintain that businesses have to WANT this to work for them, and be willing to implement the changes and adjustments to their business communications approach across the board.

In short, don’t we have the make them accountable for their own culture, and doing the hard work on their own? Where’s the line when you have to let a business fail because of their own shortsightedness, and when is it because the Royal We have failed them?

Information Overload and Boundaries

I get that there’s a ton of information available to us like never before. I get that there are social networking sites galore and media from the every man. I get that we’re all more accessible than ever. I get it.

But I’m a bit weary of the idea that because there’s all that information, we have to digest it all, and then complain that we don’t have the time to read things thoroughly or make truly informed decisions because we have “information overload”. Last I checked, this is all opt-in stuff, and if you’re focusing on the things that matter to YOU (instead of to “them”), you have absolute control over how much you digest and when. (I’d even argue that with all the tech that’s available, you might have more control than you ever have. The universe invented the Mark All As Read button for a reason.)

Drawing your own boundaries is every bit as important in this warp-speed age as it ever was. And respecting other people’s boundaries and choices seems like it’s even more important given all the variations on a theme that are possible now. Yes? No?

Entitled To Free

There’s an immense amount of free information out there today. I put it on my blog every week, and I’m not even the best at it. You’ve got amazing content creators all around you putting their expertise on video, blogs, e-books, podcasts… you could choke on the quality free content that’s out there for the taking.

So this post by Whitney Hoffman on the power of “no” stopped me in my tracks. And it made me reflect on the fact that our expectations have changed for what we’re entitled to have and get for free. There’s a fine line between asking for someone’s input or sharing in someone’s valuable content, and taking advantage of someone’s expertise and livelihood. Where’s the line? I’m not sure I can define it (maybe you can?), but I can sure feel it when I see it or experience it.

I believe that businesses, professionals, and artists should be paid for the value of their work. And I absolutely adore the culture of openness and collaboration that social media perpetuates. I, personally, believe in giving tons of it away and I try to do that a lot. So when do we cross over from sharing and venture into the realm of demanding too much? Can our culture of free coexist with the business world?

But They Have Status

I wish I had a nickel for every time I’ve heard “yeah, but it worked for them because they’re big/famous/talented/Jesus”. This chaps me, every time.

Companies don’t succeed in social media because they’re big. They can succeed more easily at scale because they’re larger, but the philosophies that underpin their strategies are the same as they should be for the not-so-huge business kicking ass at social media. It’s about intent and approach, not firepower.

Same applies for the successful social media efforts led by social media leaders. In most of the best examples, the leaders are leaders because their work is good. The quality work and contributions beget the notoriety. Not the other way around. And it usually takes a heck of a lot more time and commitment than is ever reflected in the flash of microfame.

Does the size of the audience help with the kickstart? Sure, if the effort is worthwhile and based in the right intent. But if it sucks, the audience is just as big, and just as likely to loudly articulate just how bad it is.

This to me is just an excuse. Sorry. YOU can do this. Yes, you can. Every single person doing this well started somewhere. You don’t have to start huge. But you can do this, and even if you fail a few times, you will find success if you’re in it for the right reasons. You don’t have to be “them”. Be you, and find your own path to success. Stop getting in your own way.

Am I Crazy?

So, am I imagining these things? Has our instant gratification world caused us to more quickly point the finger at external factors preventing our success, rather than taking on our own challenges? Is personal accountability lacking here more than elsewhere, or am I just jaded and cynical because I see it every day?

I’m such an optimist. I believe in potential and the power of words like “might”, “could”, “possible” and “maybe”. But I’m frustrated. Help me work this out constructively in my head?

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http://www.stevebellnow.com Steve Bell

Amber – first thing, awesome post and outstanding comments.

I have to agree with Justin and Teresa! The world today is different and many of us at not overly happy with the changes. The priorities are somehow not where we want them to be at.

Personal responsibility needs to be the tag line!

Steve Bells last blog post..Next Up – The Difficult Employee
http://jordansalvit.com Jordan Salvit

Accountability goes two ways. I wholeheartedly agree that all organizations must be accountable for their own successes and failures, but think we as social media evangelists must also be accountable for ours.

Many companies are spending thousands, if not millions, of dollars on a social media budget this year. They have dedicated resources and are waiting for their return on investment. All companies have a right to know and see quanitifiable metrics that prove their successes through social media and I think this is where we fall short.

In PR you used to keep track of every mention in every newspaper and magazine. A front page reference in the NYTimes can be quantified. On the other hand, David Pogue tweeting an article cannot.

I think if we come up with a better way to measure our successes and failures using social media, organizations will hold themselves accountable for their own.

Jordan Salvits last blog post..Success or Failure: The Power of Leadership
http://jordansalvit.com Jordan Salvit

Accountability goes two ways. I wholeheartedly agree that all organizations must be accountable for their own successes and failures, but think we as social media evangelists must also be accountable for ours.

Many companies are spending thousands, if not millions, of dollars on a social media budget this year. They have dedicated resources and are waiting for their return on investment. All companies have a right to know and see quanitifiable metrics that prove their successes through social media and I think this is where we fall short.

In PR you used to keep track of every mention in every newspaper and magazine. A front page reference in the NYTimes can be quantified. On the other hand, David Pogue tweeting an article cannot.

I think if we come up with a better way to measure our successes and failures using social media, organizations will hold themselves accountable for their own.

Jordan Salvits last blog post..Success or Failure: The Power of Leadership

Amber Naslund

Hi Jordan – I have to say that I think someone tweeting an article CAN be quantified. It takes more work. Sometimes it takes more robust tools (disclosure: I work for Radian6). But I don’t agree that this stuff isn’t measurable. It just takes work to benchmark and find the metrics that align with and impact your business.

Measurement is part of it. But again, I maintain that not only are WE responsible for helping show the way to measurement through example, but companies are responsible for sitting down and hammering out the hard work to THINK about how social media impacts their business. There is no turn key solution. It’s different for everyone. And if a business isn’t willing to do the work it takes to evaluate their social media the same way they would any other business endeavor, no amount of guidance “we” give them will make a difference.

http://jordansalvit.com Jordan Salvit

Hi Amber,

I couldn’t agree with you more: Companies need to put the effort in to make it work. I agree someone tweeting an article can be tracked and I agree it definitely takes a more robust tool to track it well.

The problem is that most companies are spoiled and don’t want to work that hard. Your argument says that these companies need to work harder and I agree, but I think that since the social media world is so young we still need to go the extra mile for them. It is unfair and frustrating, but a product of the quick successes we have seen.

Thank you for replying to me!

http://kevinfenton.com Kevin Fenton

Amber– I’m generally tracking with you here–and the idea that SM people have to do a better job of educating users–but I have seen some otherwise highly accountable, highly admirable organizations completely botch social media. We have an alternative public radio station here in town 89.3 the Current. They engage their listeners in blogs. Dee Jays answer their emails. Yet their twitter feed, last I checked, consisted of tweeting the song they were playing to 200 people. So every three minutes, you got hit with another tweet. They followed no one. I can’t believe this is because they are jerks, because are awesome in every other aspect of their operations. They aren’t looking for short cuts. They are lost in the woods.
http://kevinfenton.com Kevin Fenton

Amber– I’m generally tracking with you here–and the idea that SM people have to do a better job of educating users–but I have seen some otherwise highly accountable, highly admirable organizations completely botch social media. We have an alternative public radio station here in town 89.3 the Current. They engage their listeners in blogs. Dee Jays answer their emails. Yet their twitter feed, last I checked, consisted of tweeting the song they were playing to 200 people. So every three minutes, you got hit with another tweet. They followed no one. I can’t believe this is because they are jerks, because are awesome in every other aspect of their operations. They aren’t looking for short cuts. They are lost in the woods.

Amber Naslund

Kevin,

That happens. Guidance is one thing. Obstinance is another. I’m more referencing businesses who are being handed the reins and aren’t driving.

What it sounds like to me is that your radio station is trying to use Twitter in a different way than YOU think it should be used. The important question is whether or not that’s working for their listeners. And if it’s not, their listeners will tell them by their inattention.

Not every SM initiative is going to be successful, and I applaud the companies that are trying different things to see what works. What I can’t abide is the ones that are blaming their failures solely on external circumstances when they might have the guidelines they need, but aren’t listening. Big difference.

http://www.jeremymeyers.com/ Jeremy Meyers

I was talking with @antoniocapo about this very thing a few weeks ago (in fact I still owe him half of a blog post). Not all Social Media needs to be a two-way conversation. Some of it can be just as valuable by providing visibility to either a process or data that was previously inaccessible (such as radio station playlists, or pictures of a netflix plant, or coupons, or the location of a truck that sells cupcakes) which are just as valid as providing customer service and humanizing brands (two things that are typically touted as the ‘point’ in this space)

Jeremy Meyerss last blog post..I’m a customer. Envelop me, dont tack me on.

http://jordansalvit.com Jordan Salvit

Hi Amber,

I couldn’t agree with you more: Companies need to put the effort in to make it work. I agree someone tweeting an article can be tracked and I agree it definitely takes a more robust tool to track it well.

The problem is that most companies are spoiled and don’t want to work that hard. Your argument says that these companies need to work harder and I agree, but I think that since the social media world is so young we still need to go the extra mile for them. It is unfair and frustrating, but a product of the quick successes we have seen.

Thank you for replying to me!
http://www.kevinfentonbiz.wordpress.com Kevin Fenton

Amber–That’s exactly true. The Current isn’t hurting anyone by tweeting their playlist and, hey, I could get worse information than a tip that The Decemberists or Etta James is playing. They just confounded my expectations. We have a wonderful local pizza place–@PunchPizza–that follows and chats some but basically shoots out links to coupons and that’s just fine with me. The fact that I could recognize a photograph of one of their pizzas on the cover of a local magazine from across the room says something very good about them and very sad about me:)

Kevin Fentons last blog post..My Pitch For A Pitch Man: RIP Billy Mays
http://www.kevinfentonbiz.wordpress.com Kevin Fenton

Amber–That’s exactly true. The Current isn’t hurting anyone by tweeting their playlist and, hey, I could get worse information than a tip that The Decemberists or Etta James is playing. They just confounded my expectations. We have a wonderful local pizza place–@PunchPizza–that follows and chats some but basically shoots out links to coupons and that’s just fine with me. The fact that I could recognize a photograph of one of their pizzas on the cover of a local magazine from across the room says something very good about them and very sad about me:)

Kevin Fentons last blog post..My Pitch For A Pitch Man: RIP Billy Mays
http://www.jeremymeyers.com/ Jeremy Meyers

I was talking with @antoniocapo about this very thing a few weeks ago (in fact I still owe him half of a blog post). Not all Social Media needs to be a two-way conversation. Some of it can be just as valuable by providing visibility to either a process or data that was previously inaccessible (such as radio station playlists, or pictures of a netflix plant, or coupons, or the location of a truck that sells cupcakes) which are just as valid as providing customer service and humanizing brands (two things that are typically touted as the ‘point’ in this space)

Jeremy Meyerss last blog post..I’m a customer. Envelop me, dont tack me on.
http://venmarkmedia.com claudio alegre

Amber you asked:

[Can our culture of free coexist with the business world?]

I read Whitney Hoffman’s post on the power of “no” as well. I agree with Whitney but I trend toward being less analytical on the issue of why Chris Penn refused to post his presentation.

He simply doesn’t have to, no one does. And we don’t have the right to demand for something to be given to us simply because is trendy to share everything these days. I’m grateful for what I get and nonjudgmental about what I don’t. This approach keeps my head straight.

But commenting on your question, I do think the culture of free can coexist with the business world. But I don’t think the dilemma rests on the giver, it rests on the taker.

Here’s a great example on how Chris Brogan makes an intro in relation to this issue on his post titled “How I Work with You”

[...Partly, I want to talk to you about the different ways you and I connect, and why I can’t always say yes. I guess I’m feeling bad about that a bit. But also, I want to share what I’m doing in general.]

He goes on to explain how he can help (for free btw)

[How I Try to Help

My role over here (see me? I’m waving over here) is to equip you with ideas, starting points, leads, and potential next steps for your execution. My goal is to build armies. (I told you my 3 words back on January 1: equip. needles. armies.) By that, I mean that I’m educating as many people as I can so that you can do it yourselves. Why? Because you don’t need me to do what you know how to do. The more I show you how, the less you need me. Make sense? ]

Then he goes on to explain clearly how he makes money…giving a general idea and how then anyone interested can take it to the next level.

A good example of how I think free can coexist with the business world. And his sentiments are echoed throughout his blog, educating, framing, guiding, is all there.

This blog altitudebranding also shares a lot of the same aspects in education and framing that Chris’s does. Is what makes them so valuable for our community. But no one has the right to demand from you to place back on your blog your two free e-books should you decide to take them down, and much less to get upset about it.

That burden of answering your question I believe is on those who expect…not those who provide!

Thx, btw absolutely stellar commentary from some really sharp peeps here. Flat out inspiring

claudio alegres last blog post..My Experience for what Works on Twitter!
http://venmarkmedia.com claudio alegre

Amber you asked:

[Can our culture of free coexist with the business world?]

I read Whitney Hoffman’s post on the power of “no” as well. I agree with Whitney but I trend toward being less analytical on the issue of why Chris Penn refused to post his presentation.

He simply doesn’t have to, no one does. And we don’t have the right to demand for something to be given to us simply because is trendy to share everything these days. I’m grateful for what I get and nonjudgmental about what I don’t. This approach keeps my head straight.

But commenting on your question, I do think the culture of free can coexist with the business world. But I don’t think the dilemma rests on the giver, it rests on the taker.

Here’s a great example on how Chris Brogan makes an intro in relation to this issue on his post titled “How I Work with You”

[...Partly, I want to talk to you about the different ways you and I connect, and why I can’t always say yes. I guess I’m feeling bad about that a bit. But also, I want to share what I’m doing in general.]

He goes on to explain how he can help (for free btw)

[How I Try to Help

My role over here (see me? I’m waving over here) is to equip you with ideas, starting points, leads, and potential next steps for your execution. My goal is to build armies. (I told you my 3 words back on January 1: equip. needles. armies.) By that, I mean that I’m educating as many people as I can so that you can do it yourselves. Why? Because you don’t need me to do what you know how to do. The more I show you how, the less you need me. Make sense? ]

Then he goes on to explain clearly how he makes money…giving a general idea and how then anyone interested can take it to the next level.

A good example of how I think free can coexist with the business world. And his sentiments are echoed throughout his blog, educating, framing, guiding, is all there.

This blog altitudebranding also shares a lot of the same aspects in education and framing that Chris’s does. Is what makes them so valuable for our community. But no one has the right to demand from you to place back on your blog your two free e-books should you decide to take them down, and much less to get upset about it.

That burden of answering your question I believe is on those who expect…not those who provide!

Thx, btw absolutely stellar commentary from some really sharp peeps here. Flat out inspiring

claudio alegres last blog post..My Experience for what Works on Twitter!
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http://blog.lindsaymallen.com Lindsay M. Allen

I should add a couple of things:

1. The companies I was “pointing at” are the ones that are allegedly using social media for customer service but then being unresponsive to customers. It seems to be a rampant problem, too.

2. The companies/organizations that seem to be the biggest social media failures also seem to be the ones that were terrible at customer service/constituent relations long before social media existed. It’s almost as though social media just gave these companies an additional context in which to fail miserably at connecting meaningfully with their lifeblood.

===

Also, I noticed some comments that more or less suggested that we, as professional communicators and/or social media evangelists, should not be so quick to jump on companies doing poorly with social media … and, perhaps, should even offer some constructive feedback. While I am good at recognizing companies that are doing well with their social media efforts, I definitely need to work on my level of patience with those that *aren’t* using it well. Thanks to those who made that point!

Lindsay M. Allens last blog post.."Independence is a precious thing indeed."
http://blog.lindsaymallen.com Lindsay M. Allen

I should add a couple of things:

1. The companies I was “pointing at” are the ones that are allegedly using social media for customer service but then being unresponsive to customers. It seems to be a rampant problem, too.

2. The companies/organizations that seem to be the biggest social media failures also seem to be the ones that were terrible at customer service/constituent relations long before social media existed. It’s almost as though social media just gave these companies an additional context in which to fail miserably at connecting meaningfully with their lifeblood.

===

Also, I noticed some comments that more or less suggested that we, as professional communicators and/or social media evangelists, should not be so quick to jump on companies doing poorly with social media … and, perhaps, should even offer some constructive feedback. While I am good at recognizing companies that are doing well with their social media efforts, I definitely need to work on my level of patience with those that *aren’t* using it well. Thanks to those who made that point!

Lindsay M. Allens last blog post.."Independence is a precious thing indeed."
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http://blog.superiorpromos.com Promotional Products

Whatever medium or promotion you are involved in accountability should be something that you strive for. If consumers can’t hold you accountable for what you say and write, how can they trust that you are an ethical and reputable business that is worth them sinking their money into.
http://blog.superiorpromos.com Promotional Products

Whatever medium or promotion you are involved in accountability should be something that you strive for. If consumers can’t hold you accountable for what you say and write, how can they trust that you are an ethical and reputable business that is worth them sinking their money into.
Pingback: July 2009's Monthly Mother Lode of MacDaddy Links! | bkmacdaddy designs
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