Tech and Social Media events in SF Bay Area for July

Here’s a roundup of interesting tech and social media events happening in the SF Bay Area in July. Let me know in the comments or tweet me, if you’re planning to be at any of these and if there others that should be on this list. 

July 7th
The SiliconValley NewTech July Meetup (Free! hugely popular event, nearly impossible to get in)
7:00 PM at DLA Piper in Palo Alto, CA
The SiliconValley NewTech Meetup Group [SVNewTech]

July 8th
Women in Tech
5:30 PM at Orange Labs in South San Francisco, CA
San Francisco Mobile Meetup

July 8th

SF New Tech: gliider, Lazyfeed, Archivd, ccBetty, Lunch, Zannel, Western Digital, and more!  

MIGHTY

119 Utah St

San Francisco, CA 94103

 

July 27th

Facebook Application Development: Playfish Speaks

Nokia

313 Fairchild Drive

Mountain View, CA 94043

 

July 23rd   

Silicon Valley Tweetup
5:30 to 8:00 PM at Rosie McCann’s Irish Pub, Santana Row in San Jose

6 Reasons Why Enterprise Social Media Needs its Own Playbook

The last thing any company getting on the social media bandwagon should do is adopt  best practices established by practitioners and “experts” in the consumer space. Consumers and enterprises have very different objectives so here are 6 reasons why enterprises should write their own playbook rather than borrow from the consumer space:

1. Numbers do matter: I recently wrote a blog post on how folks are getting too obsessed with their Twittercount. I still believe that when you aren’t selling something, the obsession with Twitter and Facebook numbers is just an ego trip. Individual social media activity should be focused on quality of engagement rather than quantity. However, when you are a business - quality is important but so is quantity, perhaps more so. If you’re running social media campaigns or activities for your company, you’re expected to deliver results. One way of measuring results is by looking at customer engagement numbers, but how will you engage when there’s no one to engage with?
2. Consistency is important: I remember when the Motrin/Twitter Momscontroversy erupted, well-known blogger Louis Gray had a great blog post on how “Brand Reputation Management is Not  a Monday-Friday Gig“. The same applies to social media in general. You can’t say, I am taking the week off, so the corporate blog can languish until I get back or the unhappy customer who has been tweeting about a product issue will just have to wait. When you’re doing it for your business, you have to make sure the show goes on regardless of  what’s going on in the background. Can you imagine, shutting down your company website just because the guy who manages it has gone on vacation? That becomes even more critical for social media, which is a much more dynamic media and people expect consistent real-time updates.
3. It’s a team sport:Unless you’re a company of one, your social media team should involve many other cross-functional folks. so that you are representing voice of the company not just your individual thoughts. Having an individual voice for a personal blog is fine, but ideally you want to have consistent messaging even through your social media channels. As a business, you want to ensure you’re not confusing your customers by having conflicting points of view from two different employees from the same company. To make the content authentic,  input on social media content should come from subject matter and content experts, not just the best communicator/blogger on the team.
4. It’s not personal:Like it or not, enterprise social media is all about business, so companies shouldn’t go crazy trying to emulate personal blogs in their content and approach. Your company’s social media content needs to be authentic, by which I mean present truthful information without any marketing or PR spiel. Being professional is also right up there with authenticity. As your customer, I don’t want to know about your six cats unless I am buying cat food from you and even then, I don’t care unless the information is  relevant and interesting to *me*. Your customers come to you for value (no matter which social media channel you choose to use) and it’s your job to make sure you deliver that value..minus any spin or personal stories, please.
5. You can’t fake it: I cringe when I see social media enthusiasts trying to conjure up a fictitious fun persona for their corporate social media accounts, especially when their company culture is anything but customer-centric. This warm and fuzzy approach works for companies like Southwest Airlines or Zappos, because their brand IS fun and customer-oriented, so are their employees. However, if your company is notorious for lousy customer service, no amount of cutesy tweets will help your cause.
6. Last but not the least, it’s NOT free:When you’re writing your personal blog, it’s a fun hobby and since most social sites/tools are free, there’s no financial cost involved. However, if this activity is for a company account, it’s costing the company $$$ because the company still has to pay their employees, right?! So it’s essential to put some productivity and business outcome metrics around social media activities to ensure that these activities are aligned with company’s financial objectives and goals.

Enterprises are in business to generate value for their stakeholders, whereas personal/consumer social media activities are not encumbered by those responsibilities. Enterprises should ignore the social media hype and do right by their customers. They should leverage the social media sites/tools to deliver value to and engage their customer base even when it’s perceived as being “uncool” to do so.

6 Simple Steps to Your Company’s First Social Media Policy

In my previous post, I gave three reasons “Why Every Company Needs a Social Media Policy”. It’s reckless for companies engaging in the social media space not to provide their employees with some basic rules of engagement especially, as these employees blog, tweet, and engage on social sites as a representative of the company.

The purpose of the social media policy is to clearly define acceptable and unacceptable social media behavior for employees active in this space. Anyone can put together a bad policy and many policies are long and tedious, which is also why they are generally dreaded and loathed. Here are 6 simple steps to a social media policy that’s easy to create, understand, and implement.

#1 Don’t reinvent the wheel. The objective of this project is not to recreate the constitution and you don’t need a bunch of lawyers for this, either. Most companies  already  have  policies that cover confidentiality and ethics, start with those first. Leverage the existing policies and expand the scope as needed to cover social media activities. One practical approach that works well and avoids creation of multiple documents is to add a special section on social media to the overall corporate policy document.

#2 Don’t confuse policy with guidelines:  Many policy documents are excruciatingly long and irrelevant, because they end up being a mishmash of policies, guidelines, and anything else that is deemed to be remotely relevant. Don’t let your policy become a dumping ground. Keep it brief, precise and separate from your guidelines. It’s essential to  remember that policy and guidelines are not the same and shouldn’t be used interchangeably. Here’s an example of a policy – “Do not post confidential information on an external social media site or blog”, while a guideline is much more general  in nature – “Be authentic in your blog posts”.  Guidelines are best practices ie. ”nice-to-have” but policy violations can have serious negative consequences for your business, so it’s important not to confuse the two.

#3 K.I.S.S.:  Don’t overdo it and don’t overwhelm your employees with a 100page policy. Keep it short and simple. The employee shouldn’t have to go through 20pages just to figure out whether or not to post something on a blog. Frontload the document with specific yet brief policy items and provide detailed examples and glossary of terms at the end.

#4 Complete the package: Once your policy is ready, add your guidelines section that outlines best practices and finish up with a process guide. The process guide should include information on processes in place to help your social media initiatives such as getting approvals for use of company logo or setting up an external blog. Voila! Now you have a solid social media engagement guide to help ensure that your employees are engaging responsibly and not out there creating a social media nightmare.  

#5 Communicate! Communicate! Communicate!: The problem with most company policies is that either employees don’t know about them or they don’t care. Make sure you make your social media policy visible and available. Communicate it through every internal channel available. Build it into your s0cial media planning process so that folks are required to review it before engaging in any type of social media activity.

#6 Last but not the least, keep it current: The social media space is evolving at a rapid pace, don’t let your policy get outdated and irrelevant. Make regular updates part of your social media policy creation process. Set time aside to review your policy on a regular basis so the policy is still relevant in the changing landscape.

If you don’t tell your employees what’s appropriate, you can’t and shouldn’t hold them responsible when things go wrong. These steps will help your employees and your company in engaging responsibly in the social media world, by creating a social media policy that’s easy to understand and follow.

Credits: Thanks to Jeff Bucchino, “The Wizard of Draws” for the Kitty photo http://www.cartoonclipart.com

Why Every Company Needs a Social Media Policy

In this social media age, where everything is public and privacy is mostly an illusion, it’s easy to get the lines blurred between what’s personal and what’s business. Many social media champions forget to remind their clients that social media is not without its pitfalls and companies have a responsibility to help their employees understand the rules of engagement in this highly open social media world. 

If your company or business doesn’t  already have clearly defined social media policy and related guidelines, here are 3 reasons why it should be a priority for every company:

Do your employees understand the difference between engaging on a social network/site for personal vs. professional reason?
These days, it’s highly unlikely to find someone who isn’t on at least some popular social networking site like Facebook or has uploaded a video to YouTube. Given the long hours spent at work and the growing influence of social media on our lives, the lines between professional and personal life are blurring. If your employees use their personal account to pitch your products and your customers believe that they are representing your company, your company may very well be liable for their actions even if you didn’t authorize them. If you don’t want the next headline on Techcrunch or NY Times quoting your employee ,who was discussing the weaknesses of your product with friends on a seemingly private venue like Facebook , you need to clearly define acceptable online social behavior.  Even if you think it’s highly unlikely to happen, are you willing to take a chance and risk having to debate it in court some day?

Do your employees blog or engage on social media sites on behalf of your company?
For legal and practical reasons, you need to have the rules of engagement spelled out for your employees. If you don’t have some clearly defined guidelines and policies for engaging with your customers, you can’t blame your employees for posting inappropriate information on your company website or on behalf of your company. They might be including links to their personal website or or talking about products that aren’t even launched yet because they don’t know any better. It’s amazing how even rational people get carried away because the medium is so new and engaging that it’s sometimes hard to tell what’s appropriate and what’s not.

Do your employees understand the legal and other implications of posting content on a social media site or public blog?
Even folks who are engage in social media on a regular basis don’t understand the implications of sharing information on a social media site. It’s essential to note that on social media sites, that nothing is private and nothing is sacred. Anything your employees say could be misunderstood, misinterpreted, and used against your company and the employees themselves. Recently, courts in New Zealand and Australia ruled that court papers could be served via the popular social networking site, Facebook. Peter Shankman has a detailed account on his blog, how a seemingly social media-savvy PR person got into trouble with his client when he posted some not-so-flattering comments about his client’s location on Twitter.

I can understand why businesses don’t want to stifle the spirit of their social media enthusiastic employees however, as much as these policies and guidelines protect the company, they also help the employees avoid embarassing themselves. Many social media gaffes are not because of malicious intent but rather due to lack of awareness and understanding of what’s acceptable in rapidly evolving online social space.

Does having a policy or guidelines mean your employees won’t ever post something they’re not supposed to?  Of course not, there are no guarantees in life and certainly not in business, but that doesn’t mean you shouldn’t at least try to mitigate potential liability. Just your company wouldn’t let a new employees run the business without some basic guidance, its unacceptable not to extend the same courtesy to employees who are representing your company and navigating the social media space on behalf of their employer.

Can you be a social media expert without tweeting or blogging?

I recently had a conversation with a colleague about a social media ‘expert’ who doesn’t tweet or blog, which got me thinking - How important is it for the social media ‘experts’ to actually get their hands dirty?

Tom Foremski has touched on the same issue in his post , ‘Can you advise on social media if you don’t use it?’

Foremski talks about a PR person whom he met recently, who doesn’t blog or tweet but advises clients on social media and claims that,

… she knows all about Facebook and Twitter and blogging even though she doesn’t blog or leave comments, she isn’t on Facebook, and doesn’t have a Twitter account.

It seems that just by the virtue of being in a customer-facing and/or web-related role, professionals in communication, PR, marketing, and SEO have been thrust onto the social media scene. But chances are that while their clients look to them for guidance on how to navigate this new space, these folks are also scrambling to catch up and are probably just as clueless as their clients.

I agree with Foremski that if you’re supposed to be an expert in ’social’ media, can you really be credible if you aren’t out there being..um.. social?! There are definite advantages to getting your hands dirty. It gives one more credibility with clients and helps reassure them that the advice they’re getting  is based on experience, not just theory. It also provides a good understanding about what works and what doesn’t in the social media space, without relying on someone else’s opinion. 

That being said, blogging or tweeting by itself doesn’t make one an expert in social media. There are plenty of folks who have a huge following on social media sites, but not many of them are qualified to advise anyone on social media. And lately, everyone has a blog so that’s not a great indicator of social media expertise either. This great cartoon shared by Mark Evans, strikes a chord as everyone claims to be a social media expert these days. 

I think it’s irrelevant whether these ’experts’ learn about social media tools and sites by using them or researching them. What’s more important is that folks who are responsible for advising their clients on social media aren’t married to a single tool or site. These professionals need to be objective and tool/site-agnostic so they can recommend the right tools for their clients, even if they aren’t experts in using it. There’s nothing worse than a so-called expert who recommends a specific social site or tool because that’s the only one they are familiar with.

At end of the day, clients aren’t just paying for someone’s expertise in social media but rather their expertise in how to use social media to help their business.