Rants N Raves: Men & Women Use Social Media Differently

This is the second in a series of guest posts by University of Minnesota students from a class I guest lectured at this past fall. This particular post is from senior Janessa Olson. Enjoy.

Do men and women use social media in the same way? Do men find the same enjoyment in it that women do? Who uses it more?

I discovered that there is a difference in the way that men and women approach social media and the reasons why they use it. According to Neiman Journalism Lab at Harvard University, more women than men use many popular social networks. 57 percent of women use Twitter, 57 percent of women use Facebook, and 55 percent of women use Flickr.  Also, women now represent nearly two-thirds of MySpace.

I found some of these statistics fascinating because I had no idea that women represent a larger number of the online social network than men. After seeing the numbers, I wondered why this is. According to an article on salon.com, entitled “In Social Media, Women Rule,” ladies like to chat, share intimate details of their lives and keep in touch with friends they haven’t seen in person since grade school. Men don’t have time for such social frivolity. The article also states that of the last remaining young people on Facebook, men are the remaining holdouts because they think it is a time suck or a forum for oversharing.

Although I know exactly why I use social media, I have never taken the time to try to understand why men do. It is surprising to find out that all of the reasons why I use social media may be entirely different for men. Although I may use Facebook, for example, to write a funny comment on my roommate’s wall or post photos of the previous weekend, I am curious if men use Facebook in the same way. And if so, do they find the same enjoyment in it?

As a woman entering the workforce within the next year, I am currently using social media as a tool for networking to employers and connecting with people who may be helpful in my career search. I have no doubt that social media will play a huge part in my life and my career.

Janessa Olson is a senior at the University of Minnesota, majoring in Public Relations and minoring in Business Management. She is an intern at Canterbury Park Horseracing Track in Shakopee, Minn. and is excited for the final five months of her college career and the continuing the job search.

Rants N Raves: How do Celebrities Rate on Twitter?

Over the next couple weeks I’ll be featuring guest posts from five students at the University of Minnesota that I met earlier this fall while speaking at a PR class a colleague and friend of mine, Eva Keiser, teaches. As part of that class, Eva assigned the class to write a post they thought would be well-suited for my blog. I chose five that piqued my interest. Below is the first in that series courtesy of Micaela Huber.

In today’s popular culture, the easiest and most perceived personable way to follow your favorite celebrity is Twitter. Whether they be actors, politicians, athletes or musicians, they are now using  social media to share updates about what they’re doing, in addition to using it for other marketing aspects. Celebs are turning to Twitter to stay connected to fans and offer a fresh, new point of view into their lives. I am grading them to examine how well this social media tool actually works to stay connected to fans. Here are a few celebs and what they’re doing on Twitter. And my opinion on how it’s working for them:

50 Cent: B-

* Tweets link to print free tickets for his “Before I Self Destruct” movie

* Let fans know when to listen to radio and TV talk shows he’s going to be on

* Re-tweets fans’ praises for his work on his page

* Tweets links to new music videos

The links are good marketing tools to get fans to see his movies and buy his music, but his re-tweeting shows narcissism and can be a turn-off. However, it can also be seen as building community.

Ellen DeGeneres: A

* Tweets guest list for her show on a daily basis

* Re-tweets fans questions and answers them

* Tweets links to her Web site for fans to win free stuff (like a PS3)

* Wishes fans happy holidays

Great way to stay connected with fans, make them feel included and update them on what’s going on. But fans may get upset if she misses a question they asked or doesn’t answer it.

Jason Mraz: D+

* Posts quotes and insights, “? Of the day. What are you saying you are missing out on? What are you passionate about?” November 3.

* Tweets links to his blog

* Congratulates soundtracks and artists that are succeeding (New Moon Soundtrack)

His Twitter stream doesn’t offer much to fans unless they want to receive random insights through the quotes, questions and passages he constantly posts.

Justin Timberlake: C

* Posts links to tickets for charity events, concerts

* Posts official concert footage from his concerts

* Shows support for other artists

* Gives fans style tips

His support for other artists and charities advances his reputation. However he could have give-away prizes and tickets to fans to garner more attention.

The most successful celebrities that tweet interact with their fans. The unsuccessful celebrities are those that focus solely on themselves and do not offer fans much. A tip to celebrities: the more tweets that focus on fans and colleagues, the more receptive the audience will be towards you. So, how does your favorite celeb rate?

Micaela Huber is a senior at the University of Minnesota, set to graduate in May 2010. She is working toward her bachelor of arts in individualized studies. When she’s not studying, you can probably find her over at the Minnesota Daily, where she’s worked since August 2008.

7 ways to use LinkedIn as a real networking tool

This past week, I received a number of LinkedIn requests to connect. Same ol, same ol’, right? Wrong. I got two different requests that were not only personalized, referencing events we had both attended recently, but also requested follow-up in-person meetings.

Now that, my friends, is how you use LinkedIn to build relationships, network and ultimately get jobs or build business.

While personalizing your invites may seem basic, I’m continually surprised how many people don’t take this simple step (that also takes about five seconds). Below are seven more tips to use LinkedIn as a real networking tool:

Update your status line regularly. Might seem basic, but so many people overlook this one (of course, you can always connect Twitter with LinkedIn now to get to this issue). If you author a blog, why not repurpose posts in that space? If you’re organizing an event, why not mention it to your network? Whatever the case, don’t ignore the status line.

Ask current contacts to broker introductions. Another basic, but a strong tactic to keep in mind. Want to work at Target but don’t have an inside connection? Look for one of your current contacts that does and ask them to connect you. It’s really as simple as that. Great way to get connected to new people–and you’ll be surprised how many people are open to brokering those introductions (nearly all of them).

Focus on thought leadership by importing your blog feed. Want to really separate yourself from the competition? Well, first start a blog. Now. Then, link your blog directly to LinkedIn so the feed shows up in your profile. It’s quick and painless. Again, this one might seem basic, but in today’s PR landscape, as we see more and more requirements for digital and social expertise, this will really give your profile an added boost when employers start looking.

Extend your network by engaging your blog commenters. Meet new people and build your professional community by inviting folks who comment on your blog to join you on LinkedIn. These people took the time to comment on your blog, after all. Chances are, they’re either a subscriber or a regular ad-hoc reader. Send a follow-up email to the commenter, thank them for their thoughts and invite them to connect with you on LinkedIn.

Be a joiner. Even if you’re not a “joiner” in real life, it pays to join groups on LinkedIn. Target a number of groups that interest you. My faves are the Journchat group, MarketingProfs and PR Indies (local MSP group).

Be an active participant. Joining a group is just the first step. Being active is the key. Start discussions. Leave a comment, when appropriate. Participate in Q&As. Attend an in-person networking event via the group. Whatever the case, use the LinkedIn groups as a way to connect and solidify relationships with those you’ve met online.

Let “worlds collide.” Couldn’t resist using the famous Seinfeld quote. Mine your Twitter followers for potential LinkedIn opportunities. I try to take 10 minutes a week to identify new people I’ve connected with that week via Twitter and invite them to join me on LinkedIn. And remember, when sending the invite, make sure to personalize it. You’d be surprised at the reaction you’ll get.

What would you add?

12 holiday gifts for that digital PR pro on your list

I didn’t want to write a holiday blog post. I really didn’t. But, I’m forcing myself to get in the holiday spirit a little early this year (I’m a guy–a week is plenty early!). As I shopped for family and friends this week, I kept wondering: What would be the ideal gift for my digital PR colleagues?

Hmm…

Instead of perusing Amazon, walking aimlessly around the Mall of America or making my own list of suggestions, I thought I’d ask a few of my digital PR peers for their thoughts.

As a result, they came up with the following list. Enjoy. And spend wisely:

* Kodak Zi8. By now, most everyone knows about the Flip. But have you heard about the Kodak Zi8? It’s quickly gaining a rep as the pocket video camera for PR pros. It can shoot HD in 1080p, has an external mic jack and can shoot five megapixel stills. Take that Flip Ultra HD! And, it comes with a SDHC card slot. (via Amy Mengel and Sarah Evans)

* Poken Pulse. Know a friend who has a hard time keeping track of all their business contacts? Look no further than the Poken. Yeah, it’s a funny name, but it’s a pretty darn useful business tool for PR pros who accumulate business contacts by the fistfuls. And, the design has come a long way since the original version. (via Sarah Evans and Lauren Fernandez)

* TED associate membership. A little unorthodox, yes. But tomorrow’s PR professional needs to be smarter not just about new PR and digital tools and strategies, but also about science, music, politics and life in general. After all, TED’s tagline, “ideas worth spreading”, syncs up pretty tightly with our world, does it not? At $995, an associate membership will get you access to TEDtalks, the TED Book Club, conference DVDs and other special “member-only” privileges. (via Jessica Smith)

* Hub Man. Do you have one uber-geeky colleague who always has at least 2 devices plugged into his/her USB ports? Think about picking up a Hub Man. It allows you to plug in up to four portable devices to your Mac or PC. And, at only $19 you really can’t go wrong. (via Sarah Evans)

* Magazine subscriptions. Despite the wave of digital activity over the last year, most PR folks still like their hard copy magazines. For me, it’s Wired, Golf Digest and Harvard Business Review. For others, its Forbes or Esquire. Whatever the publication, think about giving an annual subscription to your friend. It’s the gift that keeps giving. The whole year. (via Stephanie Smirnov)

* Kindle 2. Know a friend who’s always on the road? Or, have a friend in Chicago, New York or DC who rides the train to work? How about a Kindle 2? Using the Kindle 2, they could read the Wall Street Journal and the New York Times on the train in the morning and have plenty of time to finish that Dan Brown novel on the way home. If you don’t believe me, ask my friend Allan Schoenberg who’s a huge fan. (via Bethany Grabher, Allan Schoenberg, Sydney Owen)

* iPhone/Droid. You could make a pretty strong case that all PR pros should own a smart phone in today’s 24/7 news climate. The iPhone or the Droid are the clear front-runners–for now. If you’re feeling particularly generous this holiday season, why not splurge and pick up an iPhone or Droid for your favorite colleague? I can virtually guarantee it’ll be the best gift they get this year. (via Rochelle Veturis and Anthony Tham)

* Gelaskins. If the iPhone or Droid is just a bit too steep, consider “skinning” your colleagues instead. Gelaskins produces a seemingly endless array of skins for your iPhone, Droid, computer, Kinlde, iPod and just about any other kind of electronic device you might have. And, at $15-30 the price is definitely right. (via Stephanie Smirnov)

* Starbucks/Caribou gift cards. The trend is to connect with new people online, but networking in person has never been more important. Gift cards from local coffeehouses could go a long ways toward spurring your PR colleagues to do more “real life” meet ups. (via @grhansen)

* Mophie Juice Pack Air. A nice tool for any iPhone user, the Mophie can give the iPhone an extra 4.5 hours of talk and Internet time, an extra 27 hours of audio playback (20 hours with iPhone 3G), and an extra 9 hours of video playback (6 hours with iPhone 3G). Invaluable for PR pros who travel regularly and dread the routine of constantly recharging. (via Len Kendall)

* Powermat. Phones. iPods. Computers. Most of us have multiple electronic devices at this point. Now you can charge them all with one charger–not 4-5 different cords–with the Powermat (man, I sound like a walking commercial for Powermat). It’s a pretty nifty piece of technology if you haven’t seen it yet. But, it’s not cheap. So reserve this gift for one of your favorite PR colleagues. (from Stephanie Smirnov)

* iTunes gift card. You think those iPhone apps grow on trees? They’re not all free. With a $25-50 gift card, your colleagues could purchase a number of valuable apps to help them communicate (Tweetie–$2.99) or get organized (Things–$9.99). (via Rochelle Veturis)

Any other holiday gift ideas for PR pros? And P.S., could someone please send this list to my parents?

Rants N Raves: Accreditation–It’s About the Journey, Not the Destination

Today’s “Rants N Raves” (more the latter here) post is  from Jason Sprenger, public relations manager for an innovative data storage solutions company in Minneapolis. I’ve gotten to know Jason well over the last few years through our work in PRSA. We share a passion for PR, social media, and maybe most importantly, sports. You can find Jason blogging regularly over at The Sports Ace. In this post, Jason talks about his recent APR journey–something I’m proud to say he completed this fall. But, let me allow Jason to tell the story. His version’s much better

As the saying goes, every journey begins with a single step.  For me, when it came to the pursuit of my APR, it began several years ago when some good friends and mentors of mine (Arik Hanson included) urged me to start thinking about going through the process.  Above all else, they’d say, I’d learn more than I would ever anticipate about the PR profession and gain a special sort of confidence that I could bring to my work.

A little more than a year ago, I decided I would go for it.  I spent an entire weekend at an APR class held and taught by members of Minnesota PRSA.  I got knee deep into what it took to compile my portfolio and prepare for my Readiness Review.  I also became excited and energized about what was to come, having already learned things I was never exposed to while taking my journalism classes in college.

And then, well, real life set in.  My job became more demanding.  My son entered the toddler phase.  We put our house on the market…and after we mercifully sold it, we had to find a new place, close and move in less than six weeks.   To say the least, the APR process was the least of my concerns for a long time.

But I kept pecking away, thanks to those friends and mentors.  I finished off my portfolio binder and passed the Review in the midst of a tornado warning, and got ready for the exam.  It’s actually pretty remarkable how my career experience helped to activate the concepts I studied and allow me to see how things fit together.  And then, on November 16, one year and two days from when I took that first APR class, I completed the journey and passed the exam.

As is the case with so many other aspects of life and career, I truly couldn’t – and maybe wouldn’t – have finished the process had it not been for the help and support of many.  You know who you are.  But I think they drove me because they wanted me to have the same experience they did: it was all about the journey, not the destination.  Sure, it wasn’t easy, but I’m already better at my job because I went through the process, and I think I’m better equipped to handle the inevitable curveballs I’ll face down the road.  Whether or not anything else comes from having the APR, I think that’s reason enough to have earned it, and I would strongly encourage anyone else thinking about pursuing their APR to go for it as well.  It’s not only good for you, but having a strong, dedicated, educated body of practitioners lends credibility to the profession as well.

One other thing: there are many critics and doubters of the APR out there, but I don’t know a single APR who criticizes the credential.  Everyone I know that has gone through the process realizes the value of being accredited and thinks they emerged better from the journey than they were before they started.  They’re glad they did it, and I am too…the proof is indeed in the pudding.  Anyone who says otherwise, in my experience, simply doesn’t know any better.

If anyone has any questions about accreditation, feel free to reach out to the appropriate person in your local PRSA chapter.  I’m also more than happy to answer questions…fire away.  Good luck.

Jason Sprenger is the PR manager for an innovative data storage company in Minneapolis. Prior to this role, Jason worked for three different Twin Cities public relations firms. On the agency side, he did everything from servicing accounts and mentoring staff to leading teams and developing/closing new business. Now, on the corporate side, he is taking a deeper dive into business and how good communications can improve everything – especially the bottom line.

The (amateur) psychology of Twitter

Disclaimer: I’m not a doctor. Don’t pretend to be one. Heck, I don’t even want to be one. But, I do have a minor in psychology, which clearly makes me an expert in the psychology of Twitter (wink wink).

As with any social platform, there is a whole side to this equation that’s heavy on the psychology. Getting to why people behave the way they do online. As a 13-year PR/marketer, I’ve always been inquisitive. And, that often lends itself to asking a lot of questions about why people make the choices they make and act they way they do. People’s actions on Twitter are really no different than their actions in real life? Or, are they?

I thought I’d highlight a few specific scenarios, share my amateur (emphasis on AMATEUR) opinions of why people behave this way online and outline what it may mean for your brand:

* Live tweeting events. If you’ve spent any amount of time on Twitter, you’ve undoubtedly participated in live tweeting some kind of sporting event, TV show or political speech you attended or watched from the couch. For me, it’s been college basketball (Gopher games at the Barn) and other sporting events on TV. Just take a look at the trending topics on any given day. Most likely a number of them have to do with some sort of live event that day. Why do we feel compelled to tweet during these events? I mean, aren’t there broadcasters who get paid to relay the action right to us on TV? Why the need for the added commentary? Because we want to feel connected. We want to share our thoughts with others and have them validated.

What does this mean for brands? Usually, people are live tweeting events where they have a tremendous passion, or a discerning interest, in the sports team on the field, the music star on stage or the political figure giving a speech. Find out what your customers are really passionate about. It might not necessarily be your products or services, but it may be a way they use your product or service. Whatever the case, identify that passion and provide them forums to talk about it and add your two cents.

* The FourSquare Dilemma. Last I heard, FourSquare was growing at a rate of 50 percent per month. That might not seem all that significant considering they’re starting with a smaller user base, but those numbers will start to add up, eventually. Anecdotally, since I start using FourSquare more actively about a month ago, I’ve noticed the number of folks participating increasing (not a ton, but enough to pay attention). Why the infatuation with FourSquare? What’s so great about telling people where you are and leaving short comments about the food or experience?  Everyone has their favorite places. And, we all like to talk about them. Don’t we? FourSquare just gives people another way to do that. On their phones. During the actual experience. And, as more people start using smart phones and FourSquare expands its capabilities, I think this tool may explode in 2010.

Brands would be wise to pay attention. Many restaurants and hotels are already catering to the FourSquare audience with “mayor rewards” and special offers for those who play on FourSquare. But, with geo-tagging and augmented reality on the horizon, I feel like we’ve just merely scratched the surface. Very soon, customers will have a whole new way to “crowd-source” their decisions for picking a restaurant on any given night. They’ll have more ways to compare and contrast pricing, deals and specials while they’re mobile. The ingredients are here for a perfect storm in 2010 that will lead to substantial opportunities for brands down the line.

* “Please RT.” I made a statement on Twitter last week that said “Why do people insist on using “Please RT”? If I find the info valuable/insightful, I’ll RT it. If I don’t, I won’t. Am I missing something?.” It stirred up some passionate conversation. Now, the research clearly proves me wrong on this point, but I stand by my claim. I know there are a number of key words that have been proven to get your tweets passed along (and yes, “Please RT” is among them), but I just think it sounds a little desperate. I know there are times when you want to ask your community–or your customers–for a favor. But, I think there are other ways to go about this. Maybe a series of DMs through the back channel? Maybe its even part of an email you send out to those customers who follow you on Twitter? Like I said, I think there are more tactful ways.

Not to mention, when you’re representing a brand on Twitter, I just think you need to think about more than just how to get your tweets passed along. That’s just one piece of the equation. You need to consider your reputation. And, using phrases like “Please RT”, in my view, may impact that reputation (even if it is just a bit). If you provide content that is valuable, relevant and interesting, people will RT it all on their own. And that will enhance your image.

OK, it’s your turn to dole out some amateur psychology lessons. Or, maybe you want to call me a hack. Go ahead, I have thick skin

Take Seinfeld’s advice: Do the opposite.

You remember the episode. George was struggling to meet women. He hopped from job to job. His life was in shambles. Jerry came up with a new concept: Do the opposite. The rationale: If George’s instincts were always way off, by doing the opposite of what he thought was the right thing to do, he would actually make progress. The results (while wildly unrealistic) were incredible: A new girlfriend and a high-level job wi.th the New York Yankees within days.

Jerry’s advice obviously worked for George, and I think it actually has significant applications in the social sphere, too.

Let me give you two examples:

* Avoid taking a defensive stance. Last week, BrightKite CEO, Jonathan Linner was interviewed by L.A. Times writer, Mark Milian. Brightkite’s community didn’t take kindly to some of  Linner’s off-the-cuff remarks about its perceived target audience. As a result, many Brightkite users weighed in with comments on the post slamming the CEO and his own comments. How did Brightkite and Linner respond? They allegedly started revoking access to those who had left not-so-positive comments about the start-up on the L.A. Times site. Yikes.

What if, instead of allegedly revoking access and appearing to act defensively, Linner himself had commented on the post apologizing and letting the community know what he really meant by his comments. Not retracting his statements. Just reframing them a bit. What if he had listened to the community and its feedback in the comments section and told them he’d be using that to update the popular application? In a situation where most would act defensively, considering the opposite and owning up to your statements, asking questions and listening intently may have went a whole lot further (note: Linner did end up apologizing on Friday, Dec. 4 on this post on the BrightKite blog).

* Give before you get. We’ve all seen them. The people who hop on Twitter and use it as a megaphone. They yell. The rant. They rave. And no one’s listening. They’re in such a rush to promote their skills, abilities, products or services, that they forget one basic premise of the social world (online and off): Give before you get. It’s that simple. There are countless examples. Again, both online and off. But, I think this principle in some ways plays more powerfully online because of the networked–and more public–nature of these platforms.

Most people’s natural inclination is to talk about themselves first. What they can do for you. How their products or services can make your life easier or better. While that’s all fine and well, I would argue you should do the opposite. Focus on giving. Help your customers, friends and colleagues. Solve their problems. Believe me, it will come back to you and your organization in the end.

What do you think? Does this theory pass the smell test? Do you have relevant examples you can share?

Is Twitter really just an engagement tool?

In case you didn’t notice, mega-retailer Target officially joined the Twitter ranks a couple weeks back. Their initial tweet: “Hello, Twitterverse! Target here. We’ve got news and deals to share, and we’re looking forward to hearing from you.”

While that tweet does hint at listening to customers and interacting with them, some were a little skeptical the retail giant would actually engage. Since then, however, they have backed up that initial claim (check out their stream–you’ll see a number of replies sprinkled in). However, make no bones about it, they’re hear to sell. Many tweets are promoting sales–both offline and online.

This situation brings to light a larger question that’s been nagging at me lately: Is using Twitter to sell directly to customers the best use of the tool?

A few months ago, I probably would have answered with a resounding “no.” Now, I’m not so sure.

At it’s core, Twitter is a place where people to go converse, interact, meet new people and commiserate with folks they’ve met online. For most, the focus–by and large–has been squarely on engagement. Use the tool to interact and listen to your customers. Answer questions. Provide value. Isn’t that how most of us counsel our clients (depending on business need, of course)? Isn’t that what we preach to each other and newbies to the space? Isn’t that what feels right?

But, the question remains: Is Twitter really just an engagement tool?

Is it possible Twitter can actually be used to increase short-term sales? To sell products and services. To drive shareholder value.

For every Comcast and MarketingProfs that use Twitter to improve customer service and build community, there are an increasing number of companies that are using Twitter to sell directly to consumers or push information out in a one-way-only fashion.

Think about Dell for a minute. The Dell Outlet Twitter handle is directly responsible for $3 million in sales. And, their follower number has grown from 11,000 to more than 1.45 million in just under a year. Wow.

Or, what about the Centers for Disease Control (CDC)? Through a series of Twitter accounts (@cdcflu @cdc_ehealth and @cdcemergency) they push out timely–and in many cases, very important–health information to the public. In particular, the @cdcemergency account has more than 1 million followers. And, you will notice very little interaction on the account. Oh sure, there are a number of RTs–but most are from the other CDC accounts. The CDC is using Twitter merely as a channel to push information out. And while there are no hard-and-fast numbers to back up my suspicion, let’s face it, more than 1 million people wouldn’t be following @cdcemergency if it wasn’t providing useful information.

So, armed with those numbers, I’ll ask the question again: It Twitter really just an engagement tool?

I’m not so sure.

What do you think?