My online identity

Posted on July 27, 2012 by ElliotOwl

I signed up to Twitter in 2008. The now-defunct handle I used was @nadiatweets. I used this account as a personal (not private) chat room and news feed for friends that I had left behind in Singapore (born and bred), and people that I had met while I was travelling. I started out as a fairly passive user, but started gaining momentum as time passed, realising how good Twitter at being a training tool for myself as a writer. I wrote about my life, my friends, and people on the 86 tram. @nadiatweets was personal, engaging, and potentially humorous (debatable).

In late 2009, I signed up for another Twitter account, @ElliotOwl. This account was to be, in contrast, my ‘professional identity’. Alongside this account, I also set up a blog, delicious stacks, Vimeo and so on. I was very careful with what I posted across these different networks, as I wanted to be ‘professional’. I wrote about work, and only about work, and made no effort to inject any hint of my personality at all. I used Twitter to ‘engage’ with thought leaders in the digital communications space. By which, I mean that I did a lot of retweeting. A lot. I wanted future employers to see @ElliotOwl and be impressed by the depth and breadth of knowledge that I hoped I demonstrated in my writing and my research. @ElliotOwl was dry, boring, and robotic.

Fast forward a few months: I reviewed my stats. I had 30 followers on @nadiatweets, and 200 followers on @ElliotOwl. In spite of that, I had dozens of @ replies and DMs on @nadiatweets, but hardly the same could be said for @ElliotOwl. The total number of @s, DMs and RTs that I had collected in those few months could be counted on two, sad, lonely, poorly moisturised hands.

The conclusion? As much as we try to exist and co-exist in the online space and use it increasingly as a communication tool, people still want to know people. People want to interact with people. Employers still want to hire people. Not robots.

It doesn’t matter how much you know, how much you read, and how many Seth Godinand Clay Shirky quotes you’ve retweeted. Learning is easy. Reading is easier. Anyone can do a Google search, read a blog and claim to be an expert/guru/ninja of their chosen discipline. How do you make yourself stand out?

One crucial thing that we sometimes forget, given the incredible speed of which technology grows and develops, is that we are not, in actual fact, an astoundingly complex species. We all crave human interaction, on multiple levels. Even more so, I feel, in this present day where we sometimes prefer to send a text message than speak on the phone, or choose to ‘like’ a status update than meet an old friend for a coffee. We are losing ourselves in a sea of boring, soulless, robots.

The irony is that we try so hard to make ourselves more present by hiding behind a keyboard and a computer screen.

Go back to basics. Talk to somebody. Start a conversation. Make a friend.

I have since deleted @nadiatweets, and made @ElliotOwl my main channel of communication online. I still tweet about my life, my friends, and people on the 86 tram, but I no longer make a distinction between my personal life and my professional life. I connect to many friends, people that I work with, have worked with, and will potentially work with on a far more personal level than I ever have before. I now know their likes, dislikes, whether they are a dog person or cat person, their choice cafes and restaurants, and whether they are looking to hire. I am not ‘networking’ any more. I am making friends.

The result? An uncountable number of connections made with some very clever and interesting people, and a very satisfactory number of work and collaboration opportunities.

I have not written this blog post with the intention of encouraging you to make your personal lives more public. Certainly not. Instead, take a look at the content that you’re putting out there in your name. What does it say about you? What input have you given. Are these your thoughts, and your opinions? Are you putting yourself out there as a person, or a robot?

We’ve gone through the benefits of positioning yourself as a media practitioner in the online space time and time again; opens multiple doors, allows you to connect with anyone and everyone, breaking physical/geographical boundaries etc. Now it’s time to think about how we can put that in practice, in the best way that we can.

Questions? Feedback? Leave a comment, @ me at @ElliotOwl (#im212) or connect with me on LinkedIn.

Cross posted HERE

A day in a life of a community manager

Posted on September 6, 2011 by ElliotOwl

At the moment, I manage three online communities for three different brands. My job is to be the bridge between brand and community. I need to understand these communities; understand what that they like/dislike, understand how they like to consume information, and most importantly, understand how I can engage them in an ongoing conversation. Sure, it gets a little messy sometimes, managing three (and I was up to five a month ago), but with a solid work process, one can easily work community management around his or her day without worrying about having to spend 5, 6 or even 12 hours on the computer running searches, tweeting and Facebooking daily.

There are three basic steps in my day that is key to any community manager role: social listening, engagement and scheduling.

Social listening

I spend half-an-hour at the start and end of every working day on social listening. I use tools like Hootsuite and Social Mention to track what people around the world are saying about the brand, as well as look up related news that I can possibly share with the community. I run a search through social networks and blogs and keep an eye on trending news in that specific area. In some cases, I check for any negative feedback a brand may be receiving and action it efficiently.

Engagement

I use Sprout Social and Edgerank Checker to track engagement. These tools give me stats on how well my posts are doing. It tells me whether it’s effective, and gives valuable suggestions on how I can improve, in terms of timing, and content. I spend a fair amount of time going through newsfeeds, and responding to @s, RTs and FFs. The “Human Touch” is key, here.

Scheduling

If you’re reading this blog, you will not be a stranger to the idea of scheduling content. It’s a very basic and effective tool that should be at the fingertips of any community manager. After a few hours of social listening and engagement, I spend the rest of the day creating relevant and quality content for the audience. This all goes into a post-dated scheduling system. Hootsuite works beautifully for me. This way, I don’t need to be sitting at my computer at all hours, posting content. Through Sprout Social, I would have a list of the best times in the day and week that my audience is reading my content (usually at around midday and midweek). This goes right into my schedule. In hours, I would have developed and post-dated content for the entire week.

I’ve found that structuring my working day around these three basic steps has thoroughly improved my time management. I actually have time to have a day job, now! Imagine. What are some of your tricks of the community managing trade?

What is a social strategy?

Posted on August 30, 2011 by ElliotOwl

Social is a buzz word that has been tossed around a lot in recent years. Clients are starting to understand that social is something that is worth getting into and investing in. Lines of communication are evolving and social is increasingly proving itself to be an extremely effective method of delivering a message.

So, now everyone wants a social strategy. Fair enough. But do we actually understand what social means?

Social tools

Social networks like Facebook, Twitter, FourSquare, Tumblr et al. are nothing more than platforms; a medium for the message, a tool that we use to facilitate a flow of communication. These networks modify the way that we deliver a message. From restricting the message to only 140 characters, to offering you the option to customise how you consume information about your friends, family and colleagues.

However, it is easy to forget that these networks are just tools. In no way do or should they define your content, who receives it and how it is received. These social tools are there for you to manipulate to create the best environment through which your message will be delivered.

What is a social strategy?

The manipulation of these social tools is what you would call a social strategy. This involves studying audience behaviour and trends, to completely understand their likes, dislikes, and how they like to receive information. The second step is matching this data with your social tools. Find out the most effective combination. Think big and think broad. Don’t be afraid to colour outside the lines and integrate different tools in order to create a smooth-flowing, cohesive strategy.

Too many businesses are focussing their efforts on the tools and not strategy – creating static accounts and not making the effort to integrate the content. Campaigns like these tend to have very short life spans, with a low brand value in the long term. A carefully and intricately designed social strategy will do quite the opposite, offering long-term brand recognition and the potential to expand from an existing campaign into something bigger and better in the future.

How would you succinctly define a social strategy?

Facebook check-in deals

Posted on August 15, 2011 by ElliotOwl

Finally! Facebook check-in deals has just launched in Australia. I’ve been watching this closely since it first launched in the States last year. Facebook Deals allows businesses to offer users special deals for checking in at specific locations. Businesses have the option of offering users four types of deals:

Individual deals (for individual check-ins)
Friend deals (for when you check-in with a friend)
Loyalty deals (for regulars)
Charity deals (for a cause)

Fantastic news for my sometimes-digital marketing self who is torn between wanting to run geo-location campaigns and not wanting to create more web clutter by making use of multiple platforms (i.e. Facebook + Twitter + FourSquare). I’m sure I don’t need to reiterate to anyone how extensive Facebook’s reach is, as opposed to, say, Twitter and FourSquare. With the introduction of Deals, I can concentrate my efforts on one channel to deliver maximum result, instead of pottering about different platforms and potentially having the core idea or message get lost in translation.

Commonwealth Bank, Westfield and 7-Eleven are already leading the way, and I can forsee how this will continue to grow exponentially in coming weeks/months.

Are you as big a fan of these Facebook check-in deals business as I am?

Paper or pixel?

Posted on August 5, 2011 by ElliotOwl

Matthew Epstein spent $3,000 out of his own pocket to create a marketing campaign aimed to cajole Google into hiring him. He created an engaging mustachioed character, built a website, and then did what he did best. Market the hell outta it.

What has he got to show for it? How does >10k Facebook likes, >3k tweets, and 2.8k Google +s sound? His story has been covered by top media sites like TechCrunch. While he hasn’t officially been offered a job at Google, I don’t think it’s that far a leap to say that it’s just a matter of time. According to his blog, he has already been contacted by Google recruiters. And what happens if Google doesn’t pick him up? I wouldn’t be surprised if top agencies snap him up in a heartbeat.

Stellar work.

It’s exciting to see creative folk thinking outside the box and using really exciting new ways to sell themselves. These guys caught my eye as well:

and

So does this mean that the traditional cover letter and resume combo has begun to become obsolete?

In this digital space? I would say so.

Some months ago, I decided to get rid of my physical resume. Why? I felt that having to click to download it from an email seemed too arduous for a time when you have, quite literally, the world at your fingertips. Instead, I kept my online presence up-to-date and concise. My CV can be found on LinkedIn, my thoughts and findings can be read on my blog, and my Twitter gives you pretty good idea of my personal style. I combine all these elements together to give future employers or clients a good idea of my education, experience and working style. This, I feel, is far more effective than any .PDF or (god forbid) .doc resume I’ve ever sent out/received. By a mile.

What are your thoughts? Resumes – paper or pixel?

- Cross-posted on Propaganda House