Publicly Private Lives: The New Dynamic of Social Media

To post, or not to post: that is the question. Once a post, message or tweet is published, it is virtually impossible to undo. In these digital days, information becomes public in the blink of an eye. But, how much of ourselves do we really want publicly shared? As much as we’d like to think we’re in the age of ‘life as an open book’, privacy and digital surveillance are very hot topics.

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Take the Fourth Amendment, which protects us from unreasonable search and seizure when we have a “reasonable expectation of privacy”. However, some argue that living out our lives and communications digitally forfeits that reasonable expectation of privacy by the very nature of us putting ourselves out there in the public domain. Since we have entrusted our personal information to the various social media tools we’ve signed up for, essentially we agree that we don’t consider that personal information private – right? Oh, and since we’re also aware that surveillance exists, we expect our personal information may be tapped at any time – or do we?

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by Aimee Rose
http://blog.ogilvypr.com/2011/01/publicly-private-lives-the-new-dynamic-of-social-media/#more-6385

To post, or not to post: that is the question. Once a post, message or tweet is published, it is virtually impossible to undo. In these digital days, information becomes public in the blink of an eye. But, how much of ourselves do we really want publicly shared? As much as we’d like to think we’re in the age of ‘life as an open book’, privacy and digital surveillance are very hot topics.

eye

Take the Fourth Amendment, which protects us from unreasonable search and seizure when we have a “reasonable expectation of privacy”. However, some argue that living out our lives and communications digitally forfeits that reasonable expectation of privacy by the very nature of us putting ourselves out there in the public domain. Since we have entrusted our personal information to the various social media tools we’ve signed up for, essentially we agree that we don’t consider that personal information private – right? Oh, and since we’re also aware that surveillance exists, we expect our personal information may be tapped at any time – or do we? Leer más “Publicly Private Lives: The New Dynamic of Social Media”

Like or Dislike?: Five Tips for Analyzing Social Media Sentiment

As companies prepare to implement their new social media strategies for 2011, there’s an important metric that shouldn’t be overlooked. In addition to conversation volume, share of voice, level of engagement and monthly trends, is social media sentiment a part of your monitoring process? If not, this may be an important factor missing from your listening routine.

Included in one of the three areas in which Ogilvy 360° Digital Influence categorizes metrics as part of its Conversation Impact™ measurement model, sentiment can be one of the most valuable aspects of social media. Facebook, Twitter and blogs give anyone the power to dash off their opinions to friends, followers or readers; but more importantly, these comments leave a traceable mark online. If it’s posted on a public profile or page, companies have the ability to access these remarks and gain insight into how people feel about their brands and products. During a new product launch, brand transformation or a crisis, this kind of knowledge on consumer sentiment is essential.


by Claire Lekwa
http://blog.ogilvypr.com/2011/01/like-or-dislike-five-tips-for-analyzing-social-media-sentiment/

As companies prepare to implement their new social media strategies for 2011, there’s an important metric that shouldn’t be overlooked. In addition to conversation volume, share of voice, level of engagement and monthly trends, is social media sentiment a part of your monitoring process? If not, this may be an important factor missing from your listening routine.

Included in one of the three areas in which Ogilvy 360° Digital Influence categorizes metrics as part of its Conversation Impact™ measurement model, sentiment can be one of the most valuable aspects of social media. Facebook, Twitter and blogs give anyone the power to dash off their opinions to friends, followers or readers; but more importantly, these comments leave a traceable mark online. If it’s posted on a public profile or page, companies have the ability to access these remarks and gain insight into how people feel about their brands and products. During a new product launch, brand transformation or a crisis, this kind of knowledge on consumer sentiment is essential. Leer más “Like or Dislike?: Five Tips for Analyzing Social Media Sentiment”

WikiLeaks, Influence, and The Age of Honesty

It begins when we are children. As Steve Hein of EQI.org points out, “Children start out emotionally honest. They express their true feelings freely and spontaneously. But the training to be emotionally dishonest begins at an early age. The child is told to smile when actually she is sad. She is told to apologize when she feels no regret. She may be told to kiss people good night when she would never do so voluntarily.” In short, she will slowly be influenced to conform to a social structure that attempts to control what feels true.

But what does emotional honesty have to do with WikiLeaks and Digital Influence, you ask?

It’s simple really. We are still struggling – as individuals and as countries – to break down the walls of ‘protection’ that we have been brought up to believe we must build. We have not yet replaced those walls with the bridges necessary to fully transform society.

We’re secretive. We’re protective. We’re afraid.

The good news is this: with the growing activity and discussion around network and citizen journalism, as Paulo Freire, author of Pedagogy of the Oppressed, says, “Those who have been denied their primordial right to speak their word” are finally finding their voice. For the first time since the Pentagon Papers, a site like WikiLeaks, and the influence it wields when it comes to shaping public opinion and awakening the collective (un)conscious, forces us to come to terms with how much we – personally and collectively – are willing to face truth and introduce transparency into all aspects of our lives. Only then can we truly straighten out the backbone of our troubled world. Furthermore, as the developments around WikiLeaks elicit a conversation among populations, we are compelled to recognize that this is not just about the military’s secrets, but about our own. In search of the elusive idea of safety, the emotional honesty we have been forced to abandon – and forced our children to abandon – has only shown us the high price we pay when we spend our adult lives living in fear and unhappiness or practicing deceit.


Logo used by Wikileaks
revisl by revisl
http://blog.ogilvypr.com/2010/12/wikileaks-influence-honesty/
 

 

We wear a mask that grins and lies
It hides our cheeks and shades our eyes
This debt we pay to human guile
With torn and bleeding hearts we smile

Paul Lawrence Dunbar

It begins when we are children. As Steve Hein of EQI.org points out, “Children start out emotionally honest. They express their true feelings freely and spontaneously. But the training to be emotionally dishonest begins at an early age. The child is told to smile when actually she is sad. She is told to apologize when she feels no regret. She may be told to kiss people good night when she would never do so voluntarily.” In short, she will slowly be influenced to conform to a social structure that attempts to control what feels true.

But what does emotional honesty have to do with WikiLeaks and Digital Influence, you ask?

It’s simple really. We are still struggling – as individuals and as countries – to break down the walls of ‘protection’ that we have been brought up to believe we must build. We have not yet replaced those walls with the bridges necessary to fully transform society.

We’re secretive. We’re protective. We’re afraid. Leer más “WikiLeaks, Influence, and The Age of Honesty”

Why I’m Watching LinkedIn Company Pages

Last month LinkedIn announced the launch of their company pages, starting with a small group of 40 companies. Here’s why I have my eye on them (and so should you):

1. The “Products and Services” Tab – With the addition of this tab, companies will be able to showcase their offerings without looking overly promotional. The tab also makes it very easy to find what you are looking for without navigating an entire company homepage.

2. Public Recommendations – When LinkedIn members recommend products or services via the company page, their recommendation is publicly posted for all of their connections to see. Free reviews and promotions for the company. Sound like another social network we know?


by Emily Peterson
Category: LinkedIn, Word of Mouth Marketing
http://blog.ogilvypr.com/2010/12/why-i%E2%80%99m-watching-linkedin-company-pages/

Last month LinkedIn announced the launch of their company pages, starting with a small group of 40 companies.  Here’s why I have my eye on them (and so should you):

1. The “Products and Services” Tab – With the addition of this tab, companies will be able to showcase their offerings without looking overly promotional. The tab also makes it very easy to find what you are looking for without navigating an entire company homepage.

2. Public Recommendations – When LinkedIn members recommend products or services via the company page, their recommendation is publicly posted for all of their connections to see. Free reviews and promotions for the company.  Sound like another social network we know? Leer más “Why I’m Watching LinkedIn Company Pages”

Medical Monday: The Power of the Tool Box – 3 Key Tools for Pharma Social Media Success

Recently, the CDC released a new resource to help health communicators utilize social media for communicating health data – the Health Communicator’s Social Media Toolkit. This new tool is a great asset for the public health community to establish a framework for utilizing social media.

Similar to the public health/government agency community, the pharmaceutical industry’s highly regulated nature makes similar “tool boxes” a great way for companies to keep their efforts in line with how they can and should be using social media. Here are three key “tools” that every pharmaceutical marketer should integrate into their tool box…


Recently, the CDC released a new resource to help health communicators utilize social media for communicating health data – the Health Communicator’s Social Media Toolkit. This new tool is a great asset for the public health community to establish a framework for utilizing social media.

Similar to the public health/government agency community, the pharmaceutical industry’s highly regulated nature makes similar “tool boxes” a great way for companies to keep their efforts in line with how they can and should be using social media. Here are three key “tools” that every pharmaceutical marketer should integrate into their tool box… Leer más “Medical Monday: The Power of the Tool Box – 3 Key Tools for Pharma Social Media Success”

Case Study: Ford & Social Media

Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results…


Can a traditional marketer turn influencers and consumers into vocal believers – at a time of crisis – via a comprehensive, enterprise-level social media strategy?

In November 2008, the domestic automotive industry was on the brink of disaster, facing increased competition, declining sales and a global economic. Ford Motor Company emerged as the only domestic automaker to reject a government bailout and was confident in its 2010 product line up-all vehicles were best-in-class, or among best-in-class, in fuel-efficiency, quality, safety and technology.

However, Ford had to find a way to communicate this to the car-buying public.

We designed a complete enterprise social media strategy that showed “Ford is different” and delivered market share growth at a time of crisis.

From our 100 City Tour for Taurus to the BlogHer Quality challenge, we engaged influencers and consumers in ways that got them to talk and recommend Ford to their peers. We strategically researched, built and managed relationships with over 400 influencers in 6 segments that Ford had never communicated with before. We lay a foundation for listening and a consistent model for measurement to ensure that all social programs could be evaluated. And we built capacity within Ford via marcom integration and training including a program for Ford’s 3000+ dealers.

The results… Leer más “Case Study: Ford & Social Media”