Every so often the news brings us a complete train wreck, the person who can't help but do everything wrong. Today it's South Carolina governor Mark Sanford, who has been discovered having a very public sexual liaison with an Argentinian-woman-not-his-wife. In so doing, he has given us a new euphemism for sexual misconduct: "hiking the Appalachian Trail."Let's count the ways Sanford has screwed up: Having the affair. Talking about it. Lying to his staff. His family. The citizens of South Carolina. Co-mingling business trips with personal trips. Public disclosure of intimate emails. Talking and lying some more. Feigning remorse. Prattling on about his "soulmate." Making the painful observation that he would try to fall in love with his wife again. So much talk.
Some free counsel: keep it in your pants, governor. Shut your pie hole. Try something else, I don't know, how about governing. Succeed publicly and fail privately. Get out of the news, pronto. Keep your schoolboy crushes to yourself. Respect your family. Tough it out.
Be a man.
| The Daily Show With Jon Stewart | Mon - Thurs 11p / 10c | |||
| Shut Up, Mark Sanford | ||||
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I've been looking for the right words for some time now, but it always comes off preachy. So instead I will rely upon the words of others, and keep things short. My gift to you!
Paul Hawken gave a brilliant graduation address to the students at the University of Portland. I urge you to take five minutes to read it. You may know Hawken for the company he co-founded, Smith and Hawken, which started out selling durable tools for living (today they sell stuff like patio furniture). I purchased a wonderful English garden spade from the company in 1983, and still use it regularly. Hawken is an investor, entrepreneur, environmentalist, a do-gooder in a world that needs lots of good to be done. Here's hoping that some of that rubs off on you.
Richard Edelman is President and CEO of Edelman, a leading international public relations firm. Read his advice for gaining entry to the public relations business. And while you're at it, grab the RSS feed for his blog, 6 A.M.
Pictured above: my daughter, Anna, 2009 graduate of Wichita East High School
Last week I spent some time in my campaigns class helping students think about life after graduation.Identity, online and off, was a topic. The main goal is to be "findable" online, which is easier for someone with an uncommon name and much more difficult if your name is "Smith" or "Johnson." One student said she shares a name with an adult film actress. What to do?
There are no magic answers here. But everyone can proactively manage this problem. Use your name consistently. If it's common, think about using your middle initial or nickname. Secure relevant domains. Create a Google Profile. Participate intelligently in the social web. And register for services that can help create "breadcrumbs" that lead back to you.
I counsel clients to sign up for Twitter, or other services, even if they have no intention of using them. At least you know other parties can't use your identity.
If online identity is a concern to you, take a look at knowem.com. This service can instantly check if your preferred name is available on 120 social media websites. For about $65, the service will sign you up for all of 'em. That's right, every one, from Aviary to Zooomr (If you're not familiar with all of these services, you're not alone.)
For an additional $20/month, the service will continue to sign up for new services as they launch. (Please note that I have not evaluated this service.)
It might be overkill for most individuals, but a quick scan of the list will show some services that you probably should consider. Of course, you can sign up without paying a third party. The takeaway is to a) think about who you are and want to be; b) take steps to identify and protect this name; and c) build the infrastructure of participation so the web is working for you, not against you.
Just remember: you can't opt out. The online conversation will continue and grow. So stake your place in it, and manage your online identity.
Aristotle, the father of rhetoric, taught us about the three great appeals: logos, the logical appeal; pathos, the emotional appeal; and ethos, the appeal of reputation.Who you are matters. And as we go through life, we create meaningful relationships with people, in large part based upon ethos.
But all that falls apart online. And as social media evolve, we need to fix this, or the communities will fall apart.
Arthur Frommer wrote last week of widespread shill reviews on travel sites, including popular sites like tripadvisor.com. Frommer reports that one travel site, beatofhawaii.com, says up to half of tripadvisor's reviews appear to be placed by PR firms, restaurants and hotels - all on their own behalf. He further reports that Royal Caribbean Cruise lines has engaged in a "pay for play" scheme to "wine and dine" frequent cruisers, in return for positive reviews on social media sites (note: do this search to see the blowback from consumer advocates about this program).
Locally, at kansas.com, the portal for the Wichita Eagle, the comments on stories are filled with hateful, cloaked comments, cheapening the site.
So, what can we do about this?
- Require registration. Anonymous comments have no value. Only cowards hide behind anonymity.
- Registration is a start, but websites and news services should require people to use their real names. A newspaper wouldn't publish an anonymous or cloaked comment, so why should a website?
- People who carry out discourse publicly should want to tell us who they are. If you're a company or blogger, you can provide a link to your site. If you're not, consider a suggestion by David Meeman Scott, author of World Wide Rave: create a Google Profile (here's mine). A Google profile is free, easy to create, and provides basic contextual information about who you are.
You might use a LinkedIn or Facebook identity, but as Scott points out, you need to be a member of that network to see your page. Anyone can see your Google Profile.
Professionals should know better than to post phony reviews. As a member of the Public Relations Society of America, I am bound by the PRSA Code of Ethics, which includes the following:
- Avoid deceptive practices
- Reveal the sponsors for causes and interests represented
- Be honest and accurate in all communications
It's not rocket science. Any professional should know that it's wrong to lie or fail to disclose an interest. And still, people do it all the time. And drilling down to the level of comments left on an online newspaper, there's no pretense of professionalism. It's a literal free-for-all.
In the end, people will tire of this tainted marketplace of ideas. Maybe that's what it will take to get people to pay for content online. Online communities that are honest, ethical and policed for trolls. Like a country club, you charge a fee to weed out the undesirables. And then say good bye to the public swimming pool.
In my daily life, I'm very selective about who I'll call a "friend." Online, I would also rather hang out with friends than people who won't even tell me their real names.
Let's raise our standards online, treasure our friends, and say goodbye to the trolls.
The next time you attend a theatre performance, check the program to see how many of the performers are "thrilled" to be in the cast. Answer: most of 'em.
And now, take a look at your press releases. Is your solution "cost effective?" Is your client a "leading provider?" Is there "synergy" all over the place? If so, this blog post is for you.
David Meerman Scott, author of World Wide Rave, has conducted a content analysis of press releases, and has identified the top 25 Gobbledygook words and phrases from 2008.
Scott used Dow Jones Insight to analyze more than 700,000 press releases. In the pursuit of knowledge, he took a lot of flack, so to speak.
Our writing is not getting better. Like many other communication tasks, it has been deskilled, either by haste or economics. You know the drill: "just give me some verbiage for this panel." Business moves fast. Writing is a slow process.
So here's my plea: let writers do the writing. Not the executive secretary. Not the director of development. Not someone from IT. I marvel at how many computer geeks still write web copy, even today.
And let's learn from our brethren at newspapers: bonus points if there's an editor in the chain.
You can test your writing for cliches using Hubspot's Gobbledygook Grader. Just paste your text into a window, and the service will email you with its analysis (I have not thoroughly evaluated this tool).
Write conversationally. Write copy that you would want to read. Treasure your audience.
And, as William Safire so eloquently put it, avoid cliches like the plague.
In a world of communication-empowered customers, businesses are starting to figure out that treating customers well is ... well, good business. They may also be treating customers well because they're scared to death of the consequences of not doing so (see: Vincent Ferrari tries to cancel AOL). And that's OK, too.
But many businesses have just put lipstick on the pig, hoping to fool their customers with the appearance of good customer care. Their business model is: up front, we cherish you and your money. In the back, not so much.
Here are some examples from my daily life of this "partial transparency":
• I subscribed to a new magazine, and received the first issue yesterday (March 12). It was the February issue, which probably was on new stands around Christmas. Also in my mailbox: the March issue. So here's my question to Rodale Press, which publishes the magazine: am I your customer, or just a convenient way to monetize your excess back inventory? I called Rodale, and they agreed to extend my subscription for one issue. No apology though, though I did get a "not a problem." I might still cancel the magazine.
• I flew United Airlines to Chicago, and on the way home thought I should join the frequent flyer club. It's easy to do so before you fly. After you're safely home, however, it's another matter. I endured a long-time tactic of an organization that wants to discourage a certain customer behavior: information buried deep in the website so no one can find it (hint: search for "retro credits"). When I finally found the right page, I was told I had to wait 72 hours after the last flight (translation: come back later, we're confident you'll forget).
• How many other organizations "talk the talk" of customer service, but absolutely fail to deliver it? Have you ever tried to call amazon.com? One customer who has had it even created a website full of codes that bypass the computerized voicemail hell that so many companies erect to keep customers out.
That's why it's so refreshing to see when companies get it right. When they're on Twitter, answering questions and acting like human beings. When there's a live chat option, so you can interact with a customer service agent. And when someone, anyone, says "thank you" and "you're welcome." Or, "I'm sorry; how can I make that right?"
Social media is about media, for sure, but it's first and foremost social. We now have the tools to be social in a computer-mediated environment. And the spoils go to those who welcome their customers and treat them like the royalty they are.
Visit Skittles.com for a bold experiment. The candy company has temporarily taken down its normal website. In its place is a dashboard that directs you to its portfolio of social media sites. Click on "chatter" and it redirects you to a Twitter search of "skittles." Click on "friends" and it takes you to Facebook. Brilliant, bold move. We'll discuss it later, but for now, just check it out.
The Rocky Mountain News had a good run, but it's over. Here's a 20+ minute video on the end. It's worth your time:
While the news coming from the newspaper industry is almost universally bad, there are some glimmers of hope.
There are many, many more reasons to love your newspaper than as a destination for your press releases.
Yes, we're sending more online messages and we're printing less these days. But print is far from dead. And I'm always looking for ways to leverage existing printed documents using online technology, from Issuu, which lets you display printed documents on screen while preserving layout (it's great for online presentation of printed portfolios) to Scribd, which includes social media sharing/embedding for formatted documents.MagCloud is another print extender. With this service, you upload your formatted document and people can preview it online. You get a custom URL (like DavidKamerer.MagCloud.com), RSS, and a nice looking page that's indexed by search engines and can be visible to customers or other stakeholders. The game changer is that MagCloud can also deliver a high-resolution printed version of your work via First Class mail. If you want, the company will handle your mailing list and subscriptions. Or, you can print just one. Digital printing makes flat pricing possible, which is great if you're doing a small run.
You set the price of your magazine; the finished cost is 20 cents a page, plus $1.40 for U.S. shipping. If you allow a profit margin, MagCloud deposits the profit into your PayPal account.
MagCloud provides detailed instructions for setting up your document (including specifics for Adobe InDesign) and for creating the .pdf files that you upload). You're pretty much limited to the standard 8.5" by 11" vertical format, and the time constraints may challenge you (7-10 days to receive your proof, then another 7-10 days for your final copy to be delivered). But the end result, printed on high quality H/P digital printers, will look much better than the output at your local copy shop.
Students might consider MagCloud for printed portfolios and campaign books. This process also would facilitate highly targeted fundraising appeals and other micro-print applications.
It's time to start thinking about printed documents in new ways. This is a user- and web- friendly approach to interactive and digital printing.
MagCloud is a project of H/P Labs, and is currently in Beta.
