Archive for April, 2010

April 30th, 2010

5 original tricks to be a good community manager

by Laurent François

Citizens!

Some might ask what to do to be a great community manger. The field is wide, so as 5 original tricks can be shared:

  1. Read other types of media than online feeds:
    a great community manager must be “pervasive”, you need to read print magazines (for instance, those that are diffused in clubs/cafés/bars/restaurants) to feed your mind with new ideas, new ways of thinking, new influences
  2. talk with non-digital people (or even better: with anti-digital people)
    I had one of my best community management insight thanks to an old teacher, who used to manage hundreds of pupils. She’s one of the top expert in community management, with an experience that not any online community manager can challenge at the moment (she’s 65)
  3. buy a dictionary
    even in 140 signs, there’s nothing more annoying than mistakes or wrong syntax. Even if you’re multi-channel, you’re going to write a lot
  4. keep a log & archive all your meetings
    publicists & agents do it really well: in order to remember why you’ve been in touch with someone months ago, keep a footprint or minutes of why you’ve outreached him/her. It’s crucial when the community starts growing
  5. go to real life events
    Social Media is about people talking to other people. After a while, meeting IRL your followers/friends/fans is great, as it’s a way to give content to who you really are

April 29th, 2010

Can Social Media washing exist ?

by Laurent François

Citizens!

I had a very interesting argument with a friend of mine who’s journalist. In a very provocative way, he tried to tell me that my job was like greenwashing, but in Social Media.

Let’s quote greenwashing definition (Wikipedia):

Greenwashing (green whitewash) is the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources.[1] It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment.[2]”

So to say: that I could spread wrong facts or biased information to general public in order to improve my clients’ reputations.

Problem is: even if Citizen L. was Citizen Kane, it won’t work in our digital world.

Why that?

  • because truth always emerges, and even faster now through Social Web
    – if a lie was diffused among a public of influencers, they could have a very aggressive posture
    – you can now face and analyse facts in very diverse, parallel ways: access to these data are not vertical anymore
  • because influence is about working with relevant & legitimate people. If you go & look for a referent person in a specific field, you can hope that he’ll check & analyse all the messages we sent to him
  • because in the digital world, you don’t have the right to errors anymore. For the first time in communication history, lies are weaker than denials
  • because influencers are also journalists (good news)
  • because trying to infiltrate forums is just not possible: IP makes you feel like a white rabbit in front of hunters
  • because influencing means convincing, not spamming
April 27th, 2010

What if Social Media strategists were Facebook best dependant allies?

by Laurent François

Citizens!

A provocative thought, but I guess it’s to celebrate the new theme and the new url: CITIZENL.NET

Well well well! Many of us have written about the -oh-so-cruel Facebook who would be drastically killing our rights to privacy, personal life, personal data.

And it’s true.

The big paradox I see is that Social Media experts, strategists, analysts, bloggers, are in a very strange shape. On one hand , we blog that we hate what’s going on.

In the meantime, we sell strategies with Facebook at the very centre.

We’re both reluctant & dependant to Facebook.

Mark Zuckerberg knows it:

“This next version of Facebook Platform puts people at the center of the web. It lets you shape your experiences online and make them more social. For example, if you like a band on Pandora, that information can become part of the graph so that later if you visit a concert site, the site can tell you when the band you like is coming to your area. The power of the open graph is that it helps to create a smarter, personalized web that gets better with every action taken.”

What it means: that the social web will be more & more Facebook-related.

The good thing is that when it comes to “social”, it comes to people. And that if people feel that their privacy is in danger, they’ll react.

Teenagers love SMS, Facebook not yet. They try to leave this global pervasive world to shape their own private pervasive world.

Let’s bet on it.

April 27th, 2010

Dita Von Teese, new Perrier ambassador for 2010!

by Laurent François

Rendez-vous sur la Fan Page dédiée (je précise que j’ai bien de la chance de travailler sur le sujet).

Plus à venir…

April 10th, 2010

Trends & technology timeline 2010+

by Laurent François

Citizens!

A very great modelization of what could happen in few years.

What I pretty like:

  • digitalization is just one shift among others like localism, power shift eastwards: it gives us a parallel thinking that is great to develop new trees
  • anxiety is at stake, but is approached as an opportunity

A systemic approach that can be a good support in our analysis to leverage pervasive creativity.