Social media and culture fit: You can't fake it

While listening to my colleague Mike Schmidt's podcast on "social marketing," (a good primer for newbies, featuring Jerry Harkins of MacTutorTucson.com) I considered my setup experience with Google Buzz this morning, and my Mayorship of the Hotel Congress on Foursquare, and the status updates I posted to Facebook and LinkedIn on the way. Another day in the roiling surf of social media. Which service gets your allegiance and time?

As with all digital media, it depends on your users and your business. Some truisms are helpful; we know that bands prosper on MySpace, and charitable causes flourish on Facebook. But in our view, the key to social media is culture. Are you willing to be what Schmidt calls a "good social media citizen"? Are you willing to help people solve problems even when the dollar is not immediately attached? Or are you only willing to invest time in exchange for dollars?

The greatest challenge for conventionally structured organizations is to become those "good social media citizens" when lack of transparency and buyer-beware have been the standard marching orders - until the emperor-has-no-clothes power of the Web came along.

The selection of social media most valuable to your business is a tactic. The strategy: Support a corporate culture whose values are revealed by social media. Successful strategic values include collaboration, humility, helpfulness, expertise, hard work. Going the extra mile. You can't fake these values in social media. At least, not for long.

You should never ignore a technology because you don't know what it is. In our practice, we frequently encounter Web teams that don't use the very technologies about which they are expected to make decisions. "You have to try it to understand it," says Schmidt, the principal of Anchor Wave, and there we agree wholeheartedly. Kudos to managers who understand they may have to rock the boat by introducing - dare we say it - meritocracy. Who are willing to experiment. Who understand that workers must demonstrate interest AND capability. In some organizations, where seniority and longevity rule, this is a tough battle. But it must be fought, and it must be won.

Those who hold back until someone else figures it out (a philosophy proudly stated to me by the principal of a New York "digital design agency" a couple of years ago) are simply walking into the theatre in the middle of the metaphorical movie. You'll never catch up with the story, much less the subtleties. How can you make good decisions about digital media that way? The answer is, you can't.

But where do we find the time to filter out the valuable social media endeavors from the less productive ones? Find that time - because as co-podcaster Jerry Harkins points out, people filter out conventional marketing messages without even realizing the are doing so. People are likelier to trust peers over authority - a finding Interface Guru first realized during a usability test for Clickability in San Francisco in 2001 - and your conventional marketing message may be pointless in 2010. Harkins directs listeners to The Purple Goldfish Project - a great resource on how businesses (and people) can - literally - blow people away with a gesture of respect and service. When you see the examples, you realize the winning companies' strategies are less about what they spend, and more about the core values they hold dear. What can you learn about your own brand that's worth sharing with the world via social media?

You can't have a robber-baron culture and a collaborative social media strategy. One of the two will lose.

The GOP Facebook Friendship Fairness app: Funny, or scary?

The new GOP.com has been thoroughly "reviewed" by the likes of Jon Stewart, who of course has comments outside the domain of this blog. The feature that captured my attention was the so-called Facebook Friendship Fairness app. From the site:

"How much longer will it be before you get the following notice from the new "Friendship Fairness Czar?

"Official Notice of Violation and Assessment of Friendship Tax:

"An audit of your Facebook account shows that your total number of friends is above the average of 120 friends for all Facebook users. The Friendship Fairness Czar has determined that you have an excessive and unfair number of friends and has devised a solution to spread the wealth of friendship. Please click on the Friendship Fairness Czar Facebook Application to be assessed your tax and become a fan."

Now, I know this entire site is attempting to present - literally - a new public face for the Republican National Committee. If that is the case, do they really want to lead off the Facebook initiative with the implication that they have snooped your Facebook account?

Privacy came to the fore in the last few years as social media collided with the "War on Terrorism." My take: If the RNC wants to create a new perception of itself - and this slick Web site starts to move it in that direction - maybe joking about privacy isn't the best way to go.

Just a thought.

CDC test of social media: Complexity makes usable design a challenge

Check out the concise summary of "social media usability testing" conducted by the CDC. Covering MySpace, blogs, widgets, e-Cards, and podcasts, the study points to the unsurprising conclusion that complex products - such as widgets - must meet a higher standard of usability and credible user experience.

I'll bracket that statement with two statistics from the study. First the e-Cards: "100% participants worry about viruses/spam." Which, of course, influences the decision to open the e-Card. This is what our Usable Times 5 methodology would describe as a Permission issue - as in, "I did not give you permission to send viruses or spam to my computer." Of course the Web site does not explicitly say it will send viruses or spam. But it doesn't reassure users that they won't have to worry about them, either.

Second, the widget, which only 45% if respondents were able to share and download, caused users to "struggle." Again, a reduction in usage, for different reasons. The loss here is in the development time for that widget, which is then under-utilized due to poor task sequence design. The presentation of user interactivity required for interaction with the widget is not straightforward enough for this user base. Interactivity is another Usable Times 5 factor.

The usability test report also discusses problems with adjacency of controls (instructions for use of podcasts too far from the action button, counter-intuitive "save this file" labeling). This is a common problem easily revealed in usability testing, and solved in user interface design.

The best news: "Visitors who use our new media products are more satisfied
with their visit to CDC’s Web site." That encourages all of us to continue the development of the many diverse expressions that currently fall under the rubric of social media. But these findings also point out the significant gap between the products we create and the user's ability to understand them without us there to explain them.

The need for information design on all digital products remains unmet.

The study, created by Sarah Greer, Catherine Jamal, Mike Peltz
and Cari Wolfson of the CDC's Division of eHealth Marketing, gets kudos for its frank look at CDC's current usage of media tools. No surprise to find FDA's Sanjay Koyani thanked at the end - he was among the first to create Web user experience standards in 2003 with the Research-Based Web Design and Usability Guidelines.

Execs give Web 2.0 thumbs-up? Doh!

"Companies that use social media applications say they’ve seen clear benefits from the technology." - McKinsey via Elizabeth Lupfer's The Social Workplace. Check out video sharing numbers - way in the lead. Given what our usability studies have shown recently, no one reads any more, so this explains it. Sort of.

The "big numbers" all revolve around the sharing of knowledge - speed of knowledge acquisition, effectiveness of marketing, reducing communication costs.

Many Web evangelists have spoken to the power of social media. The McKinsey imprimatur may reach those last holdouts who refuse to play. The real hidden value: Boosting the brand, which is harder to measure; its presence is inarguable regardless.

Regardless, check out Elizabeth's savvy site, formerly Geeky Grrl. She's got an incisive combination of wit and expertise. She's also the most hilarious dinner guest of all time.

Consequential strangers: An underpinning of social media?

While I don't like the title of the book (Consequential Strangers: The Power of People Who Don't Seem to Matter - But Really Do), I was compelled by the argument. "The term 'consequential strangers' captures a fascinating paradox about casual relationships: They are as vital to our well-being, growth, and day-to-day existence as family and close friends." Author Melinda Blau, interviewed by NPR's Neal Conan, explained that we may be likelier to find validation in our relationships with relative strangers than within "close" relationships. People are even likelier to accept advice on serious topics like relationships and health issues from "strangers."

This makes perfect sense to me. This is a significant part of what fuels social media. Many consider social media to be an exercise in narcissism, and it certainly can be. For me, it has often provided a way of expressing myself when calling a friend and making the same statement seems like an intrusion. Perhaps the tree wants to be heard when it falls in the forest.

If Facebook were a country, it would have the world's fourth largest population

Interesting discussion on how the over-35 online audience has fueled the growth of social media. NPR Science Friday's Ira Flatow interviewed Sean Corcoran of Forrester Research last week. On Facebook: "If they were a country, population-wise at this point globally, they would be number four behind China, India and the United States." What can we do with this unchanneled power? Only 30% of usage is from the US. Follow this always-worthwhile show on Twitter @scifri, or better yet, join the Second Life meeting concurrent with the show. Great combination of intelligence and snarkiness. It's one of my favorite spots in Second Life.

But back to Facebook. What will all of us do, collectively, with the power of the network? It could be argued that we (social media users) are already a nation.

ACLU app and Facebook privacy

The American Civil Liberties Union (ACLU) brings your privacy on Facebook front and center with its What Do Facebook Quizzes Know About You app. People who are concerned about privacy on social media sites often don't realize that Facebook makes no guarantees on what data those cute little apps are mining, or how it's used. Read this great article about Facebook knowing too much about you in the San Jose Mercury News.

Seeking social media success? Do the groundwork first

Every client is different. The real-life answer to "how and when do we use social media?" is: Who are your users? Unless user types (a more granular view of audience) are clearly defined, a social media strategy is likely to underperform or misfire.

Criteria for defining users must include traditional demographics/psychographics; they must also include generational and regional differences in technology usage.

At Interface Guru, our experience is that very few companies outside of Silicon Valley approach their digital media presence from this perspective, including very well-known and well-funded brands.

I hope this note brings you a useful perspective on social media. The most important takeaway: Get Web 1.0 right before attempting Web 2.0. What does that mean? It means a Web site must be relevant, clean, and usable - social media cannot save a company from a poorly-designed Web presence.