I’m Thinking.

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tortoiseThis isn’t a “I’m sorry I haven’t blogged in a while” post. I’ve definitely been a little slow, but that’s entirely deliberate. I’m thinking.

I’m thinking about how to take this conversation a step beyond where it’s been. I’ve never been much for having the same old discussions everyone else is having, and I’m not about to start now.

I want to focus a lot more on the practical application of a lot of this stuff, but I want to do it with you in mind. That means that I know not everyone is a social media crazy person, which means that some fundamental information is still really valuable, so long as it has HOW as well as WHY. But I also know we need to move past the circular discussions and questions, and get to some solutions, even if they’re a little rough hewn yet. We need to try stuff. Hypothesize about what works, and try it.

I spend a lot of time with companies that are trying to figure this stuff out, and I want to be helpful and a guide for those with the right intent and attitude but perhaps not all the pieces they need. I don’t want to keep beating dead horses (and I know that as much as I’ve tried, I’ve fallen into that trap once in a while) and I don’t want to waste oxygen preaching to the converted or the obstinate.

So, I’m asking you dear friends. Those that have been such active, participatory members of my community from the start, and those of you new faces that are just finding this blog and hoping it can help you. If you’ve ever stopped lurking for a few minutes to pipe up, let today be the day.

Tell me what conversations you don’t need to hear anymore. Tell me which ones don’t get enough attention. Dig out the niggling issues that you can’t seem to make headway on, and let’s make this some proving ground for ideas and practical stuff.

I’m sure I’ll still throw in a bit of pontificating and musing on occasion, because that’s what I do. I think. And my thinking is always better with your input.

So, I’m being deliberately a little slow and contemplative. I’m contemplating next moves and figuring out how Altitude can be different, be the blog where you get social and community stuff that you can’t get somewhere else. Will you please share your thoughts with me? This isn’t just a forum for me. It’s meant to be a resource to you. Let’s make it one. Sound off.

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  • http://nomee.com Mitchell Savage

    There was a time when people thought primarily of how to derive more from the earth: more crops, more enjoyment, more shelter…etc. In recent decades, however, people have begun to think more about how to better protect the earth from misuse, ensuring that our food, enjoyment, and shelter will be there for a long, long time.

    As we work to find better ways to benefit from the social web, I think we would be wise to take a similar approach. So for me, a really fascinating question is… What can we do to foster the continued growth of the social web, benefiting users and ourselves _in the long run?_ Not so much what can social media do for me, but how can I get strategic and make sure that its growth is sustainable?

    Related subjects would include relevance, best practices, voice, context, spam, engagement, and relationships.

    eMarketer just reported that 52% of social media users have become a fan of at least one brand and that twice as many post positive comments compared with negative ones. So we’ve been welcomed to the table in ways unguessed by the earliest advocates of the space. Now, how can we be good guests that get welcomed every time?

    I know that the best practitioners already observe this, but it’s worth repeating. The social web is more than simply the next thing after print, radio, and TV. Its rules of engagement are different and like never before, its users have the ability to respond in ways so powerful that a misstep can ripple and multiply. These differences make our work crucial.

    I’d like to see the disappearance of the lines between the early purists and brands online. Being part of the community that fosters sustainable growth will help.

    Mitchell Savage
    Strategic Alliances at nomee
    nomee.com

  • http://nomee.com Mitchell Savage

    There was a time when people thought primarily of how to derive more from the earth: more crops, more enjoyment, more shelter…etc. In recent decades, however, people have begun to think more about how to better protect the earth from misuse, ensuring that our food, enjoyment, and shelter will be there for a long, long time.

    As we work to find better ways to benefit from the social web, I think we would be wise to take a similar approach. So for me, a really fascinating question is… What can we do to foster the continued growth of the social web, benefiting users and ourselves _in the long run?_ Not so much what can social media do for me, but how can I get strategic and make sure that its growth is sustainable?

    Related subjects would include relevance, best practices, voice, context, spam, engagement, and relationships.

    eMarketer just reported that 52% of social media users have become a fan of at least one brand and that twice as many post positive comments compared with negative ones. So we’ve been welcomed to the table in ways unguessed by the earliest advocates of the space. Now, how can we be good guests that get welcomed every time?

    I know that the best practitioners already observe this, but it’s worth repeating. The social web is more than simply the next thing after print, radio, and TV. Its rules of engagement are different and like never before, its users have the ability to respond in ways so powerful that a misstep can ripple and multiply. These differences make our work crucial.

    I’d like to see the disappearance of the lines between the early purists and brands online. Being part of the community that fosters sustainable growth will help.

    Mitchell Savage
    Strategic Alliances at nomee
    nomee.com

    • Amber Naslund

      Mitchell, lots to chew on in there, and much of it painfully relevant. thank you for getting my gears turning. Good stuff in here.

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  • http://www.intellicore-design.com Kathy Herrmann

    Good question to ask, Amber! I come at the answer from the tech head mindset, spiced with marketing.

    Practitioners in the social media space are a bit jaded. There’s a common theme that boatloads of folks already know about SM so we don’t need to talk anymore about its value. However, I think there are a lot fewer business folk who understand SM value than we give credit to, especially in the SMB and B2B space. Personal social value? Yes. Business? Less than. Too many business people still see social media as a party.

    What’s going to tip the scales for these folks is cold, hard data. They want realistic assessments of resource requirements (personnel, technical, etc), ROIs on successful SM strategies as well as insight into SM strategies that failed.

    Further, the social media needs for B2Bs differ than for B2Cs so let’s hear more stories about the former. And I’d also like to hear more stories about SMBs. These aren’t folks who will be in 5+ SM channels but more likely to be in 1 (or maybe 2 at most). These folks will be intereste in finding the right channels to connect with their prospects and customers so information on where different types of people by function and industry are most likely to be found is of the good.

    Another topic is the very unsexy topic of building SM policies both for internal use and as part of corporate strategy.

    My 2 cents.

  • http://www.intellicore-design.com Kathy Herrmann

    Good question to ask, Amber! I come at the answer from the tech head mindset, spiced with marketing.

    Practitioners in the social media space are a bit jaded. There’s a common theme that boatloads of folks already know about SM so we don’t need to talk anymore about its value. However, I think there are a lot fewer business folk who understand SM value than we give credit to, especially in the SMB and B2B space. Personal social value? Yes. Business? Less than. Too many business people still see social media as a party.

    What’s going to tip the scales for these folks is cold, hard data. They want realistic assessments of resource requirements (personnel, technical, etc), ROIs on successful SM strategies as well as insight into SM strategies that failed.

    Further, the social media needs for B2Bs differ than for B2Cs so let’s hear more stories about the former. And I’d also like to hear more stories about SMBs. These aren’t folks who will be in 5+ SM channels but more likely to be in 1 (or maybe 2 at most). These folks will be intereste in finding the right channels to connect with their prospects and customers so information on where different types of people by function and industry are most likely to be found is of the good.

    Another topic is the very unsexy topic of building SM policies both for internal use and as part of corporate strategy.

    My 2 cents.

  • http://www.indicee.com Geoff D

    Great post!

    I agree 100% to the dead horse analogy. There’s many-a-blogger who might want to take their cue from you on this front. Blogging for sake of blogging to rail about blogging and give tips on blogging for bloggers going to blogging conferences where blogs are contemplated takes away from the thoughtful discourse the forum allows.

    Hazaa to you!

    VBR

    • http://www.intellicore-design.com Kathy Herrmann

      Your post cracked me up, Geoff!

  • http://www.indicee.com Geoff D

    Great post!

    I agree 100% to the dead horse analogy. There’s many-a-blogger who might want to take their cue from you on this front. Blogging for sake of blogging to rail about blogging and give tips on blogging for bloggers going to blogging conferences where blogs are contemplated takes away from the thoughtful discourse the forum allows.

    Hazaa to you!

    VBR

    • http://www.intellicore-design.com Kathy Herrmann

      Your post cracked me up, Geoff!

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  • http://threefivesup.com Jorge

    I’ve been following your blog through various RTs for the last several months. I like every single post I’ve read on it, though I yet have to go through all the posts.
    For me I think the blog should go more into how to use social media for small, big, medium companies….then also include non-profits, people, even pets (just kidding).

    The idea is to see if there is a return to this and how we can measure it. There’s the classic ROI but that’s very short term, there needs to be other stuff, something more meaningful to do it.

    I will also like to see a discussion on how Social Media will change the scenario completely in the coming years and how embracing it now is very important to be prepared for that.

    Of course I want to continue to read the posts that INSPIRE me very much to act, do and kick ass every single day!!!

    Thanks a lot for writing this blog Amber it has really made an impact in my life!

  • http://threefivesup.com Jorge

    I’ve been following your blog through various RTs for the last several months. I like every single post I’ve read on it, though I yet have to go through all the posts.
    For me I think the blog should go more into how to use social media for small, big, medium companies….then also include non-profits, people, even pets (just kidding).

    The idea is to see if there is a return to this and how we can measure it. There’s the classic ROI but that’s very short term, there needs to be other stuff, something more meaningful to do it.

    I will also like to see a discussion on how Social Media will change the scenario completely in the coming years and how embracing it now is very important to be prepared for that.

    Of course I want to continue to read the posts that INSPIRE me very much to act, do and kick ass every single day!!!

    Thanks a lot for writing this blog Amber it has really made an impact in my life!

    • Amber Naslund

      Thanks for being here, Jorge. That kind of statement is what keeps me hammering away at this, even if I’m not sure where it leads. :)

  • http://www.intellicore-design.com Kathy Herrmann

    Amber,

    I’m a participant in lots of discussions about defining Social CRM and have seen folks confusing it — the tool — with strategy or culture.

    Your use of the term “social business” is the true culture and strategy. In a chicken versus the egg thing, then, I’d recommend businesses start with defining their vision for a social business and then letting the media and tools (like SCRM) fall out of it.

  • http://www.FernwoodHotel.com Bruce Flinn

    Amber and Keith, thanks for the follow up. To practice what I preach I will be chronicling my journey into Social Media via my personal web site. As I read and learn I will by trial and error move forward (I hope) and as I go I will be posting these adventures. It may not be a good read most of the time but I hope it will be beneficial to some. As more and more people join the SM community I know one thing for certain I will not be alone in my travels. – Peace

    ps. Maybe you can tell me how I can get my photo to show up on your comments – this could be a topic for my 1st SM journey post… :)

  • http://socialbutterflyguy.com/ DJ Waldow

    Amber –

    Your “I’m Thinking” now has me thinking. That’s the power of your blog though. It is rare when I read one of your posts and don’t think. I mean really really think.

    So what do I want to read on this blog? I want to continue to read posts that make me think. Ones that get me talking with others…sharing, contemplating, debating, disagreeing. You do this all the freaking time.

    I know that people want case studies. They want “best practices.” The problem with that – as others above have said – is that we all know case studies and “best practices” (quotes intentional) don’t work for every single case. In fact, I’d say they often don’t work in many cases. In business school we all study the classic cases: IBM, Starbucks, Southwest Air, etc. The question that always comes up is “Why can’t we just follow the ‘case study’ and make it happen at our company?” The answer is that each company is different – different product, different culture, different timing, etc.

    I think the key is to ask thought-provoking questions and offer a few suggestions. Not suggestions that one should go out an implement, but suggestions that they should consider and adapt for their own use.

    My title at my last company was “Director of Deliverabilty and Best Practices.” Lame city, right? I’m in the process (3 weeks now) of blogging about best practices vs practices that are best for you.

    I hope this reply made you think a bit. Get ready for a bear hug in Boston next week.

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    Amber –

    Your “I’m Thinking” now has me thinking. That’s the power of your blog though. It is rare when I read one of your posts and don’t think. I mean really really think.

    So what do I want to read on this blog? I want to continue to read posts that make me think. Ones that get me talking with others…sharing, contemplating, debating, disagreeing. You do this all the freaking time.

    I know that people want case studies. They want “best practices.” The problem with that – as others above have said – is that we all know case studies and “best practices” (quotes intentional) don’t work for every single case. In fact, I’d say they often don’t work in many cases. In business school we all study the classic cases: IBM, Starbucks, Southwest Air, etc. The question that always comes up is “Why can’t we just follow the ‘case study’ and make it happen at our company?” The answer is that each company is different – different product, different culture, different timing, etc.

    I think the key is to ask thought-provoking questions and offer a few suggestions. Not suggestions that one should go out an implement, but suggestions that they should consider and adapt for their own use.

    My title at my last company was “Director of Deliverabilty and Best Practices.” Lame city, right? I’m in the process (3 weeks now) of blogging about best practices vs practices that are best for you.

    I hope this reply made you think a bit. Get ready for a bear hug in Boston next week.

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://www.marnsmarket.wordpress.com Mike Marn

    DJ,

    I like your reference to the fact that everyone looks from a distance at the big, obvious “case histories” and clucks or backslaps, depending on their perspective, and naturally adds their insights, for whatever they’re worth.

    But as you say, since every company is different, I think I might learn more from “tiny” case histories. The company down the block that put its toe in the water and either felt things take off, or got bit by a snapping turtle. Might be more personal, more interesting, and likely more relevant to more people than Starbucks, IKEA, or IBM stories.

    Maybe a steady diet of these would be hard to acquire and get old quickly. But maybe one per week wouldn’t be too much. And would give one little business in some small corner of the world the spotlight for a change.

    Amber…I’m a newbie to this blog, but looking forward to tuning in.

    Mike Marn

  • http://www.marnsmarket.wordpress.com Mike Marn

    DJ,

    I like your reference to the fact that everyone looks from a distance at the big, obvious “case histories” and clucks or backslaps, depending on their perspective, and naturally adds their insights, for whatever they’re worth.

    But as you say, since every company is different, I think I might learn more from “tiny” case histories. The company down the block that put its toe in the water and either felt things take off, or got bit by a snapping turtle. Might be more personal, more interesting, and likely more relevant to more people than Starbucks, IKEA, or IBM stories.

    Maybe a steady diet of these would be hard to acquire and get old quickly. But maybe one per week wouldn’t be too much. And would give one little business in some small corner of the world the spotlight for a change.

    Amber…I’m a newbie to this blog, but looking forward to tuning in.

    Mike Marn

  • http://socialbutterflyguy.com/ DJ Waldow

    Mike:

    You make an excellent point about “tiny” case studies. I like it. A lot. Adding to that, how about case studies where they are not “big wins” but examples of moving the needle…just a bit.

    What do you think?

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    Mike:

    You make an excellent point about “tiny” case studies. I like it. A lot. Adding to that, how about case studies where they are not “big wins” but examples of moving the needle…just a bit.

    What do you think?

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://www.marnsmarket.wordpress.com Mike Marn

    DJ -

    Absolutely. For quite a few businesses today, ANYTHING in the right direction is a “big” win. And somehow, social media in more manageable chunks seems like less of a leap to someone unfamiliar, or even skeptical. The business owner I am envisioning doesn’t care to be a Harvard Business Review subject – he or she just wants to do something the dry cleaner (or whatever) down the block isn’t doing!

    Mike Marn

  • http://www.marnsmarket.wordpress.com Mike Marn

    DJ -

    Absolutely. For quite a few businesses today, ANYTHING in the right direction is a “big” win. And somehow, social media in more manageable chunks seems like less of a leap to someone unfamiliar, or even skeptical. The business owner I am envisioning doesn’t care to be a Harvard Business Review subject – he or she just wants to do something the dry cleaner (or whatever) down the block isn’t doing!

    Mike Marn

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