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39 minutes | May 5, 2015
Inside The SAP Global Brand Advocacy Program
In this episode of For Immediate Release B2B, Paul Gillin and Eric Schwartzman interview SAP Head of Social Business Sarah Goodall and discuss the risks of relying on social networks to deliver news in a democracy, Sprinklr’s Get Satisfaction acquisition, Meerkat and Periscope. Fair use is an essential tool for journalists, enabling them to draw upon copyrighted material in the name of the public’s right to know. But who decides what constitutes fair use in a medium that spans the globe? It turns out that many platform providers are designating themselves as judge, jury and executioner. If you’ve ever had a video removed from YouTube because it included a clip from a popular song, you’ll be interested in how the story plays out. Facebook’s plan to host content from major media outlets may bring the issue of content ownership to the fore. Sprinklr is acquiring Get Satisfaction, demonstrating how important customer reviews have become to both social media listening and promotion. Get Satisfaction has signed up a blue-chip base of customers that use its embedded review service not only to gather feedback but to drive sales from peer recommendations. Interestingly, companies that host reviews on their own commerce sites tend to generate better feedback than those that don’t. Have you tried Meerkat or Periscope yet? Many marketers are beginning to tinker with the new tools of live streaming, and we expect to soon see an explosion of innovative content as a result. Here’s a tutorial to get you started. Special Guest: Sarah Goodall, Head of Social Business, EMEA, SAP Employee brand advocacy programs are difficult enough to implement when your people all speak the same language and live in the same country, but what do you do when you program spans dozens of borders, languages and cultures? That’s the task that special guest Sarah Goodall of SAP tackles in her role as Head of Social Business for Europe, the Middle East and Africa. Sarah’s experience will be of interest to any communications professional who works with a multicultural audience. You’ll be particularly interested to hear her observations on the characteristics of specific cultures, from the outgoing social networkers in Italy to the intensely private Scandinavians. The post Inside The SAP Global Brand Advocacy Program appeared first on Eric Schwartzman.
58 minutes | Jul 17, 2014
Social Media for Financial Services
Morgan Stanley’s recent decision to loosen the reign for their financial advisers on Twitter is the latest in a long list financial services social media case studies. Last December, FINRA fined Barclays $3.75M for system is record keeping and email retention failure. And last June, the regulator warned investors against trading on “pump-and-dump” emails. The finance industry has their social media conferences and consultants. Because of specific finance industry rules and regs like FINRA 10-06 and 11-39 and SEC Risk Alert: Investment Adviser Use of Social Media, using social media in financial services must be in accordance with applicable advertising, account origination and document retention requirements. Mike Langford (@MikeLangford) is the CEO of finservMarketing and a financial services industry veteran with 20 years of experience in roles spanning customer service, finance and investment advice and management at Fidelity Investments, State Street Corporation, The Pioneer Group and BFDS. In this episode, he explains how Certified Financial Planners, Investment Advisers and Bankers can use social media effectively and responsibly. Social Media for Financial Services Topics Discussed: Who regulates how financial service companies use social mediaDifference between social media guidelines and actual, enforceable lawSocial media compliance requirements for financial services providersHow to satisfy social media archival and supervisory requirementsResponsibilities for financial services over static vs. interactive social media postsBest practices for originating new accounts on LinkedIn, Twitter and FacebookRegulating advertising and public appearances, which social media is consideredAvoiding adopting or becoming entangled with social networking sitesCompliance through policy and social media training for financial servicesHow to make you’re prepared to comply with random FINRA spot checksAnd much, much more Photo by Claire Anderson on Unsplash The post Social Media for Financial Services appeared first on Eric Schwartzman.
50 minutes | Jul 10, 2014
31 minutes | Jun 27, 2014
Enterprise Social Compliance Best Practices
Most people think social media policies are just for regulated industries. It is true that regulated industries have more rules to comply with. But social media compliance is everybody’s business. Whether you’re business is regulated or not, there are dozens of federal and state regulations and local ordinances that dictate how you can and can’t use social media lawfully for business. In this podcast, Chris Kieff (@ckieff), Director of Sales Support and Operations, Sprinklr and Eric Schwartzman (@ericschwartzman) reveal strategies for building trust and verifying compliance. Up to now, that strategy for winning social media compliance at most companies has been to issue a social media policy. But no one reads your social media policy. They sign for it, and put in the bottom drawer. Despite the fact that 80% of employers have social media policies, 70% have disciplined employees for social media misuse, research shows. We’ll also walk through the major US rules and regs that impact how organizations can and can’t use social media lawfully in the workplace. Enterprise Social Compliance Topics Covered: Trust gap between leadership and regular employeesOptimizing the impact of official voices on unofficial voicesCreating a workplace environment where employees are trustedWhat GM did wrong when they tried to rebuild trust with socialInspiring employees to serve as goodwill ambassadorsManaging the risks associated with employee advocacy programsWhy social media policies don’t prevent employee misuseUnmanaged risks around encouraging employees to use social mediaTeaching employees about the risks of noncompliant social media useFines and penalties of noncompliant social media useNLRB and how employers can police social media use at workComputer Fraud and Abuse ActCommunications Decency ActDigital Millennium Copyright ActFTC Disclosure GuidelinesFDA, HIPAA, FINRA and FFEIC GuidelinesAnd much, much more Photo by Mark Duffel on Unsplash The post Enterprise Social Compliance Best Practices appeared first on Eric Schwartzman.
22 minutes | Jun 20, 2014
Federal Judge Calls Social Media Disclaimers Unlawful
If your social media policy requires your employees to include a disclaimer in their social media posts that their opinions are their own, that’s unlawful, according to a US Federal judge who called the restriction “unreasonably burdensome.” How can you include a disclaimer in a Facebook Like anyway? The development is the latest in a series of decisions by the NLRB, which has been challenging employers to reconsider whether or not they have the right to dictate how their employees use social media at all. Jonathan Crotty, partner at the law firm Parker Poe in Charlotte, who an article about this new development explains: Why restricting employers from requiring an “opinions are my own” disclaimer is unlawfulHow the decision impacts corporate social media policiesHow required disclaimers might chill workers rights to organize and bargain collectivelyImpracticality of complying with required social media disclaimersWhy restricting employees from using logos and trademarks is also unlawfulHow the NLRA. which was enacted in 1930. governs social media usage todayHow employers should react to this developmentAnd much, much more Eric Schwartzman is a best selling author, speaker, blogger, trainer and advisor. Join him weekly at PR Tech Wednesdays. Photo by Claire Anderson on Unsplash The post Federal Judge Calls Social Media Disclaimers Unlawful appeared first on Eric Schwartzman.
38 minutes | Jun 11, 2014
HOW TO: Document Social Media Policy Violations
The number of social media policy violations by employees has doubled over the last 16 months. Ann Handley didn’t violate anyone’s social media policy, and those aren’t schadenfreude likes from Beth, Shel and Richard. They’re only there to demonstrate what kind of screen capture you need to take of a Facebook post if you’re documenting a social media policy violation. Don’t get us wrong. We love social media and value free speech. We’re not condoning violating anyone’s personal privacy rights or their rights to discuss wages, hours and working conditions concertedly. Used effectively and responsibly, numerous research reports show that social media increases profitability, productivity and job satisfaction. But when social media is used by workers who haven’t been taught to play the social media compliance game, violations are more likely to occur. And enforcing a social media policy requires proof of a violation. With social networking as popular as it is, social media misuse has become one of the costs of doing business. This show is about documenting misuse when it occurs, before it’s removed. We talk to former broadcast journalist and Red Cross public affairs officer Ike Pigott (@ikepigott) — who currently serves as communications strategist to Alabama Power (@AlabamaPower) — who walks us through what he’s learned in the trenches about documenting social media policy violations. Best Practices for Documenting Social Media Policy Violations Discussed: Overcoming social media policy enforcement challengesJob titles that typically enforce social media policyRequired skills for enforcing social media policyHow to document social media policy violationsUse of screen capture tools to record violationsDocumenting social media policy violations on FacebookDocumenting social media policy violations on TwitterDocumenting social media policy violations on LinkedInRisks of storing social media policy violations in the cloud Photo by John Schnobrich on Unsplash The post HOW TO: Document Social Media Policy Violations appeared first on Eric Schwartzman.
32 minutes | Jun 2, 2014
Impact of FDA Social Media Guidance on Pharmaceutical Digital Marketing
What steps has the FDA taken to provide the pharmaceutical industry with guidance and regulations around how to use social media for marketing and what should be in their social media policies? We talk to John Mack (@pharmaguy), Editor & Publisher of the Pharma Marketing Network about the issues and challenges of regulating how pharmaceutical companies on social media. Pharmaceutical Digital Marketing Topics What the FDA has done so far to try and deliver social media guidance to drug companiesThe difference between social media “guidance” and actual regulationsChallenges for pharmaceutical companies associated with maintaining Facebook PagesHow drug companies are hedging their bets and marketing on social media in lieu of guidanceThe British Prescription Medicines Code of Practice Authority’s informal guidanceMobile Medical Apps Pharmaceutical Digital Marketing References FDA Approved Medical Mobile AppsDose of Digital: Social Media Wiki Photo by freestocks.org on Unsplash The post Impact of FDA Social Media Guidance on Pharmaceutical Digital Marketing appeared first on Eric Schwartzman.
21 minutes | May 23, 2014
Gun Politics Trigger Social Media Policy Failure
How money and politics drove the Kansas Board of Regents to issue a social media policy that threatens academic freedom statewide with Doug Bonney, chief counsel and legal director for the American Civil Liberties Union of Kansas. State legislators threatened to cut funding after a journalism professor sent out an angry tweet blaming the NRA for the Washington Navy Yard Shooting. The Kansas Board of Regents responded by issuing a Draconian social media policy to try and deter faculty and staff from saying anything that might attract the disdain of elected state officials. Topics discussed include: Concern among educators that politicians could try and control the conversations about a host of issues of public importance by threatening to cut funding. Why the first draft of the Kansas Board of Regents social media policy caused a ruckus and what they did to try and fix it.The new draft of the policy released on May 14, 2014, which some say it still chills free speech rights and is an over reaction to an isolated incidentWhy tweets sent off hours from a personal device on a home network are safer than those sent from an employers device or networkProblem of references to the “improper use of social media” in the new policyGenerally, citizens have more free speech rights than government employees, because government employers have some rights to impose restrictions. Also the NLRA, which protects private sector workers’ rights to organize and bargain collectively do not apply to government workers or airline or railway employees for that matter, as well.Who has greater free speech protections: private sector or government employees?Issuing a looser social media policy with stricter social media training, assessment and certification Photo by Jay Rembert on Unsplash The post Gun Politics Trigger Social Media Policy Failure appeared first on Eric Schwartzman.
26 minutes | May 19, 2014
FCC Proposes to End Net Neutrality
In this podcast, we talk to EFF Intellectual Property Director Corynne McSherry (@cmcsherr), who spent the weekend pouring over FCC Chairman Tom Wheeler’s proposal (@TomWheelerFCC), which is now available for public comment through DearFCC. Topics discussed include: How could the concept of paid prioritization impact news media diversityArgument in favor of regulating ISPs like phone companiesArgument agasint regulating ISPs like phone companiesReclassifying ISPs as telecommunications servicesAl Tompkins’s (@atompkins) article about the impact of Net Neutrality on jouranlismWho’s the blame for where we are and how we got hereShould the Federal Trade Commission be involved to regulate unfair competitionPublic threat of consolidated ownership of ISPs and content providersBest practices for mobilizing the public behind thicker policy issuesHow to file a public comment on the proposal to the FCC Photo by Florian Klauer on Unsplash The post FCC Proposes to End Net Neutrality appeared first on Eric Schwartzman.
33 minutes | May 16, 2014
INTERVIEW: Marcia Stepanek on the Digital Anti‑Establishment
This is a deep dive interview with Marcia Stepanek. She is a journalist, new media strategist, NYU professor and an award winning news and features editor. Eric: Tell us about yourself. Marcia: I have been covering the intersection of technology and its impact on society and business, for pretty much the past 25 years. I did a new media fellowship at Stanford and went out there all primed from Hearst Media in Washington to cover the shrinking middle class in America and the increasing division between the haves and have‑nots. Instead, when I got out to Silicon Valley everyone said, “Are you crazy? We are in the middle of Silicon Valley, and there’s a revolution happening here.” Certainly, there was at the time I was out there with the rise of e‑commerce and with the rise of technology. I switched my entire curriculum in order to study the impact of communications and new media technology and the law on business, on technology itself, and on the way people advocate for social change. Even back then, we saw the center of power moving from the center of establishment organizations to outside the organizations. The evolution and implications of that happening, as you well know, has been going on for over a decade and is still continuing. Eric: You had to shift from class warfare to digital revolutions. Marcia: Often, they’re the one and the same. Eric: Now you’ve got this book coming out about digital swarms, which talks about digital swarms becoming even more powerful and more sophisticated. Marcia: It’s more about how networks and communities have been evolving and scaling. As they mature, a more sophisticated and permanent presence is created. We’re seeing a lot of people organizing themselves into networks. Certainly this is also occurring politically around various interest groups. It also occurs in more of these informal communities and around communities of political interest. In many ways, we have seen them start to exercise their muscle. I’m not talking so much about the Arab Spring. I’m not talking about all of that. I’m talking, now, about a communities ability to organize very rapidly as accountability networks. For example, a couple of years ago, the Komen Foundation, a foundation that was dedicated to fighting breast cancer, made some controversial decisions. The organization did not communicate these decisions very transparently or openly with so many of its supporters In fact, it started trying to dissuade people when they found out about some of the decisions that were being made, from commenting. This kicked up an angry swarm among supporters who, over the course of three days, were not only were able to hold some of the leaders of the Komen Foundation accountable for those decisions, but wouldn’t stop organizing around this until some of the leadership had in fact been changed. We’ve seen this repeatedly. We’ve seen this when people get angry at Rush Limbaugh, or get angry at any number of incidents. We saw this with the Stop SOPA campaign. We can see communities organized very quickly to achieve something, a singular goal, very rapidly and very clearly. All in the course of a week or less. These aren’t accidents. This basically show that these networks have matured and that they’re pretty consistent. They don’t organize overnight. They don’t always express themselves, but when they have a reason to do so, they can. That’s what a swarm is. We’re going to see more of that. It’s about not so much about the toppling of establishment organizations, but like sand against limestone we see the corrosion, the uncomfortable reshaping of the status quo. Eric: You’ve been looking at this space for a long time, and you have some perspective here. Let me give you my take, my uninformed take compared to yours, of what I see with these digital swarms. To me, it seems like they lack stamina. You see people organize around these flash points, around these wedge issues, around these issues that they’re emotionally invested in. Then when it comes to the drudging work of something like policy‑making, they seem to dissipate. I’m thinking about Egypt, for example. When it came to organizing to overthrow the Mubarak regime, everybody had their hand in that. When it came to the hard work of organizing behind parties and changing the political landscape, it didn’t seem like people really had the stamina for that. I also think about the type of responses I get from my social networks to issues that are serious. I’ll post once in a while about an issue like climate change or net neutrality, and honestly, it doesn’t seem like people have a lot of patience for that type of stuff unless it’s really some sort of a flash point. Is that your perception? Am I missing something? Marcia: I don’t think it’s about stamina. I think there are permanent accountability networks. I do think that, yes, if it gets to a flash point, you’re going to be there, and I’m going to be there. In a lot of cases, I’m not just going to be online. I’m going to be out in the street, as well. We saw this, again, with Stop SOPA. We’ve seen it on small‑scale actions. We’ve seen it in neighborhoods who are organizing. We’ve also seen it evolving out of so much of the crisis. We look at organized neighborhood groups, like IOB and other things that are basically organizing themselves as permanent accountability networks around a very singular goal. In IOB’s case, to build park space out of urban blight in Brooklyn. I think pieces like that represent the transformation of some of these flash‑in‑the‑pan anger groups that are permanent organizations. Most of this works very well on a local scale. There’s always been the challenge of moving people from online to offline action. There’s always been the challenge of, for lack of a better term in the nonprofit sector, transforming people from “click‑and‑givers” to actually rolling up their sleeves and attending the walk. [laughs] Attending the fundraising events and so on and so forth. So much of this is still in transition from getting people and more inclusive voices to be organized and to see that they can have a say. And then strategically figuring out how to organize not only keeps people engaged, but keeps them engaged across multiple platforms, including face‑to‑face engagements. We’re seeing some groups doing this better than other groups. Chiefly, I am impressed with this area, and I think we’re going to be hearing a lot more about, a lot of feminists with the small networks. We’re seeing a lot of women organizing online, in very effective ways, and in ways that create offline engagements as well. We’re also seeing it in the neighborhood, as I just mentioned, of IOB. We’re also seeing it in certain pockets of students working for long‑term change around educational reform. There are some areas that are doing it well and some areas that are doing it not so well. To the extent that there is no such thing as viral anything that is more of a strategic engagement, some of the leaders and top influencers in some of these networks are getting wise on how best to lead some of these new organizations and social networks that can become swarms when the energy around it is right. It’s a new kind of leadership. Eric: We see elected officials and politicians working to build their digital networks, which would say that they do see the value in it. I’ve been told by policy wonks that elected officials discount the digital storm or swarm, rather, compared to the calls and the letters. Is that true? Are those basically placid bureaucrats talking about this storm coming? Marcia: No, I think the game is all about listening. Mubarak became a verb, don’t get “Mubaraked,” the sense of the politician discounting power and not even listening [laughs] to some of the networks. Of course, so much of social media is about listening and being wise to the conversations and the pulse of what’s happening, of course, setting up lots of monitoring systems, lots of tracking and metric systems to be able to do this. Social media keeps maturing and evolving. Eric: When you look at this space and turn back the clock to when you started as a Fellow at Stanford and you made a shift from division to the digital revolution, looking at the impact on the law and this idea of digital swarms, what surprises you most about where we are today? Marcia: That people still tend to underestimate in the short term the power of change. I think that’s always been the case with technology. The systems are woefully behind technological advances and our ability to deal with or understand or connect with technology as fast as it’s occurring and our systems ability to catch up with it. What’s interesting here is that this isn’t about our systems being able to keep up with it, but power, again, moving outside of the organization to create alternatives and also to create new ways of doing things. We’re not always talking about revolution with a capital R. We’re not always talking about marches in the streets. We’re not always talking about the occupation in the Arab Spring so much. These were merely the early muscle‑flexing going on around this. Now, we’re seeing this kind of chafing happening in a small company, in a small nonprofit, in the donor space, in the startup space. It’s now pretty much creating swarms around how you raise money, how you keep money, how you organize people, how you deal with customers, with donors, how you make change in ways both big and small. It’s about learning how to be strategic with these tools against certain measurable goals and knowing where you’re at. At NYU, I co‑teach with Howard Greenstein and Tom Watson. They taught one of the first classes in the country centered around social media strategy. We are creating the kind of engagement and support needed for a long term change, as well as being the tail that wags the dog on organizations, so that you have transparency within organizational settings. S o you’re revamping so much of what our establishment organizations used to be so that they become more porous organizations. The Internet has disintermediated pretty much everything in its past and we still have various forms of the middleman, whether it’s a nonprofit organization or small businesses. Because of some of the power of these social networks, specifically as they mature, we’re seeing a lot of these middleman organizations having to reinvent what they do and who they’re doing it for and their missions. For many organizations, there’s a very difficult prospect to rewrite their mission because there is this technology out there that says people don’t need a lot of these organizations in the way they used to. Eric: When you look at the broad business landscape and you see how these networks, how digital media and social media and digital swarms are forcing business models to reinvent themselves, are there any common steps you see organizations taking to get it right and adapt to this new environment? Marcia: There are some best practices in various technology sectors. I think, again, we’re still seeing middlemen. For example, in business, you’ve got ad agencies who are the middlemen. You’re trying to create communities of customers to be able to have experiences that invite businesses in, to be more like the waiter at the party serving drinks, rather than the dictator who gets in and who gets out. So many businesses are still not listening and are not being part of the consumer experience or the donor experience or supporting where the customers are or the donors are, but are still trying to control the conversation. I think to the extent that, again, they’re not listening and again, they’re not hearing and not putting the money into hearing what the customer wants and their whims, given the acceleration that these, too, will lend to consumers and donors and people on the outside. It’s still a huge challenge for people to get a handle on this stuff. It’s still relatively new technology. We’re still seeing the beginning of how all of this is going to affect and reinvent so many business models and so many mission statements. Eric: When you talk about listening, you’re talking about some sort of big data analytics exercise? Marcia: Yeah. Not so much psychographics, which has been the art of advertising since day one [laughs], but more seeing that a business is not so much about trying to convince people that they have a need to buy something. Being more in the listening mode of deciphering how people live their daily lives and getting the data down to such a fine level that it’s filling a need that’s already been stated or that has already been demonstrated. To be more responsive, rather than to be persuasive. That’s the big change. Eric: When you look at the business landscape, you see businesses in all sectors, some who are engaged and have adopted technology, social media outside of just marketing and PR, but are actually looking at how digital networks changed their business models. Then, you have competitors in the same sectors who are disengaged. You could go to one company and say, “Hey, big data, now it’s the time. Let’s start listening.” They would say, “Let’s start. Let’s go.” Then, you would go to another company in this day and age and say the same thing and they’d say, “Huh, what’s that? Why do we have to do it?” What is it that distinguishes the company that gets it from the company that doesn’t get it, from the company that’s ready to listen to the company that’s not ready to listen? What are some of the criteria by which you could categorize organizations into these two buckets? Marcia: There are four or five generations that are in the marketplace today. I think that the ones that don’t get it are still in business because they can still rely on the old habits. Older generations have come to expect of them the same thing again and again. Increasingly as younger consumers, particularly those more in digital, gain earning power in the market place and have increasing say over what’s relevant and what isn’t [laughs] , that’s when we’ll see real change. Eric: That’s only in a competitive market. What’s going to happen if Time Warner winds up becoming the only way to get on the Internet in most markets then, couldn’t they just do what they want and be disengaged if they wanted it? Or you think about like an airline that only services a certain market or health care organizations. Aren’t they more immune from online criticism, since they’re they only game in town? Marcia: I’m thinking about any company needing to be relevant and urgent to whatever demographics they’re trying to sell to. To the extent that these tools can be used to convey that most effectively, the messages that are being conveyed, the ones that are going to be the most effective are going to be by and for the people who are the consumers, rather than to be pushed out by people who are not. What they ought to be doing and what they ought to be buying, so much of this has to be citizen produced or at least very sensitive and on target to the very personalized needs and wants of that segment of the market place that companies are trying to crack. Whether you’re an airline or whether you’re any number of other companies, you still have to be listening to and be sensitive to what consumers want. You always have had to be. I think a lot of companies are still befuddled by the power of these tools and totally underestimate the fact that people talk to each other, rather than get most of their information from the institutions or the companies themselves. Eric: You publish a blog called Cause Global. It’s an award winning blog on the use of social media and social innovation. I know that your focus with the book, “Digital Swarms,” it’s largely on how nonprofits can use these digital swarms and tap into them to further their cause. Can you talk a little bit about what differentiates how a nonprofit or an NGO would take advantage of these kinds of digital opportunities or tap into the digital anti‑establishment to live apps? Marcia: We’re seeing it in so many levels ‑‑ communications, fundraising, distribution of the aid and services. It’s mobile technology, social media has made a huge difference, whether we’re talking about engaging communities of need in Africa or South America to various countries helping to be part of the solution. Or, whether we’re talking about new ways of communicating just what the mission is, the big “so what” of so many of these causes. For even the most simple things with regard to communication, they have a responsive website so that they can tap into this or even be part of the conversation of people who use mobile for most of their communication. On many levels it’s a challenge of communication and distribution and it’s a challenge of engaging and supporting people who are walking the talk and have the ability to see measurable change in the community. When you look at a big NGO like UNICEF, for example, you’re looking at how mobile technology is getting out into the field and creating actual measurable results to include people in villages to be able to take their own blood tests and to provide training to people on digital devices. When you look at things like M‑Pesa in Kenya, for example, that mobile bank, you’re looking at a whole new generation of social that can now finally run their own businesses and finally get paid directly and finally not have to be at the end of the line of a lot of people holding their hands out to get the money that’s coming in. You’re talking, in many cases, about deadline corruption, business models that are born of that kind of technology. You’re also looking at video, short form video being made in- house. There’s a new form of literacy. People have daily conversations, showing people, not telling people what to think. Showing people what you’ve done and proving it. We’re seeing change on all levels, the way people raise money, distribute aid and compete for democracy. Eric: Tell us about the book. When does it come out? Marcia: The book will come out early next year. The germ of the idea happened way before the Arab Spring. It was almost complete and then the Arab Spring happened. Then, it was Kony 2012 and then it was a whole bunch of other things too. It becomes clear, that to learn about social flow analysis and to look at some of the work that’s being done to analyze how things go viral, behavioral analysis, talking to scientists who are communication experts in Silicon Valley, to activists behind much of what did actually happen in Egypt. I interviewed people from all over the world on the state of movement and political organizing online. It’s been a fascinating journey and it’s clear that it’s still rapidly evolving. My book is focusing on the people, the ideas, and a little bit of analysis around what has been and some conjecture over what’s going on, what’s ahead and what will be. Eric: You also curate this NYU speaker series on disruptive innovation in the advocacy sector. The book’s coming out next year, so I’m sure you’re still in the throngs of it. I remember when Paul and I were writing our book on B2B social media, we were furiously interviewing as many people as we could in the B2B sector who were doing interesting things with social. As I went through that research exercise, it was grueling… Marcia: Yeah. Eric: …I certainly had my darlings that I came across and said, “Oh, my God, this is amazing.” Those are the case studies in the book that are my favorite. Do you have any favorite case studies at this point? Marcia: I do Eric: Case studies you’re excited about, sort of top line for us. Marcia: Yeah, I do have some case studies. I’m not going to cite them today by name, but I do have case studies, suffice to say, in advocacy, in business, in politics and in the feminist area. There are some fine examples of people in very local situations, as well as global situations, that are creating some very good ways to ‑‑ I don’t want to say tame these tools ‑‑ but certainly, build in the sustainability bridges that are required to take people from online action and to keep them engaged over time, so that these become communities of political action. Not political in the sense of a two‑party system, but pretty much communities of interest that will become ever more important to people in the political system to listen to. That it’s not just big money, although that will continue to remain important, but it’s also big influence. As long as these swarms are effective on one issue, a single issue, and can build that kind of sustainability, they’re not going away anytime soon. In fact, I think, they’re going to be rewriting politics as we know it. Eric: Seeing how you’re talking now to a veritable digital swarm, how can we swarm around you and help you with your book? Marcia: Thank you for asking. You can send any thoughts you have. People that you think might be good to talk to or thoughts that you have to Marcia, MARCIA @causeglobal.com. I’m happy to continue the conversation. The post INTERVIEW: Marcia Stepanek on the Digital Anti‑Establishment appeared first on Eric Schwartzman.
43 minutes | Apr 5, 2014
Social Media in Higher Education
Anyone can create an online course. On the other hand, making it an engaging and educational experience is a whole other question. In this simulcast of FIR on Higher Education episode 7 Kevin Anselmo interviews Eric Schwartzman talks about how to make content interesting and educational in an online learning format. Eric has been conducting social media trainings in different parts of the world for several years. He recently took his courses online through his company which helps employers manage risk and scale engagement through innovative online social media training courseware. He talks about how to deliver curriculum online versus in person, the importance of high quality production and the future of MOOCs, among other related topics. Also on episode 7, Harry Hawk gives an update on how he has integrated Twitter into his classroom, while I provide a short book review on why Gini Dietrich’s new book Spin Sucks is an important read for higher education communicators, administrators and academics. Get this Podcast: Download the MP3 file (39.8 Mb, 41:18)Subscribe to “FIR on Higher Education with Kevin Anselmo RSS feedGet the show at iTunesGet the FIR app for your mobile device – iPhone | Android | Windows Kevin Anselmo is the Founder and Principal of Experiential Communications, a consultancy focused on education. He helps brands within academia – whether individual or corporate – communicate with stakeholders. He also teaches communications and public relations workshops to different individuals and groups. Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD Business School in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York. Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world. Find Kevin on Twitter: @kevinanselmo. Photo by Florian Klauer on Unsplash The post Social Media in Higher Education appeared first on Eric Schwartzman.
68 minutes | Mar 28, 2014
HOW TO: Prevent a Social Media Crisis
Earlier this week the Los Angeles Chapter of the Public Relations Society of America hosted a panel discussion on what it takes to prevent a social media crisis. In my opinion, PR spends too much time talking about crisis management and not enough time thinking about how to prevent them from happening in the first place. The panel was moderated by Karen North, Chair of the Online Communities Graduate Program at USC and this is an audio recording of the discussion. Panelists Siobhan O’Neill, VP, Edelman Digital (@angelcityblues)Chris Baccus, Executive Director, Digital, GolinHarris (@cbaccus)Laura Knapp, President, Social Spotlight Media (@LauraKnapp)Eric Schwartzman (@ericschwartzman) Despite the PR industry’s growing digital expertise, online crises continue to play out and leave professional communicators scrambling to minimize the damage. This panel is about what can be done to prevent these volatile situations in the first place. This program examined recent high-profile digital disasters and what steps could have been taken to prevent them. If you’re interested in practical solutions for managing social media risk, check out my free social media training courses. They’re all online, self-paced and ready to go. Special thanks to chapter president Erik Deutsch (@ErikDeutsch) for producing the event and inviting me to participate. Photo by NeONBRAND on Unsplash The post HOW TO: Prevent a Social Media Crisis appeared first on Eric Schwartzman.
33 minutes | Jan 31, 2014
Social Media Education for Employees
So you’re using social media for business. And sometimes customers and prospects actually notice. But you can’t figure out how to scale engagement more consistently. You need to get more people involved because on social networks, reach is a factor of engagement. You’ve thought about getting your coworkers involved. But they don’t all know how to use social networks for business. And they’re not skilled in the art of public disclosure. They might make the mistake of saying something discriminatory or defamatory, or inadvertently leak proprietary information. And you could wind up a lot of hot water. Altimeter Group social media analyst Ed Terperning (@edterpening), Plein Air Artist and Anders Zoren loyalist can help. His new report Social Media Education for Employees, coauthored with Charlene Li (@charleneli), details how organizations design and implement social media training programs for employees that reduce social media risk and activate employee advocacy programs at scale. In this exclusive audio interview, Ed discusses the four different types of social media education programs, managing risks through social media policy training, social media training formats and modalities, motivating employees to complete on-demand courseware, required resources for keeping social media training courses current, strategies for knowledge transfer assessment and more. Photo by Austin Distel on Unsplash The post Social Media Education for Employees appeared first on Eric Schwartzman.
41 minutes | Jan 17, 2014
Big Data Risks and Rewards
In this podcast, I talk to IBM fellow Jeff Jonas (@JeffJonas) about Ironman Triathlons, how casinos catch card counters, the future of personal privacy and big data analytics. Jeff’s career is storied and diverse. He’s built systems to protect the gambling industry from card counters, technology that allows organization’s to collect and analyze personally identifiable information without invading personal privacy and ways to make sense of data as it happens. In this exclusive interview, sponsored by IBM, Jeff talks about: Pulling useful business intelligence from big dataComparing data pointsWhy big data improves the accuracy of predictionsHelping casino operators bring down the MIT Blackjack Team with dataThe value of automated trading algorithms to Goldman SachsHow Watson uses contradictory information to eliminate false positivesShortcomings of pulling meaningful KPIs from social media monitoring services and sentiment analytics aloneFair Credit Reporting ActWhy insufficient an observation space leads to fantasy analyticsFuture of secrets and the importance of corporate training and business process improvement. The post Big Data Risks and Rewards appeared first on Eric Schwartzman.
20 minutes | Jan 6, 2014
Inside the Institute of the Future with Marina Gorbis
Marina Gorbis (@mgorbis) is executive director of the Institute of the Future and author of The Nature of the Future. In this podcast, she talks about how technology is changing the world of education, what motivates people to learn and digital literacy. A text transcript of our discussion is below. Eric: What is “socialstructing.” Marina: There’s a new way we are creating value. The ways we’re doing things that were not possible before are, all of a sudden, possible. The kind of things that previously you needed the whole organization to do, now you can do it with one person or a few people. Sometimes, we can do unimaginable things with the power of these technologies and connections with each other. The idea is that we’re creating. We’re doing something in new ways. We’re structuring things in new ways. The other part of it is that the way we’re doing it is through connections with others, when you’re using social media, social technologies and ultimately connections to multitudes of others who we can engage in whatever activity we’re doing. Eric: How do you see social media changing education in a professional context? Marina: One of the important things that we see is that a lot of education is moving out of institutions, and the kind of resources that previously resided just in organizations or were closed are now widely available. Content itself has become a commodity. There’s a lot of content. Almost anything you want to learn is out there between Khan Academy, Coursera, all the MOOCs ‑‑ but not just MOOCs, but all kinds of other platforms where people share. WikiHow, Wikipedia ‑‑ you can think of Wikipedia as a learning resource. The content is all out there. It’s moving from institutions into these flows. Imagine that there is a river of resources out there, and it’s always there. The challenge becomes, what makes people want to dip into those flows? What makes you motivated to dip into those information and content flows and ultimately learn? Eric: What motivates people to learn? Marina: What motivates people are very different things for different people. If you’re a professional, and you need to learn, and you need to pass the test or exam, or you need it for your professional development, you can do that for that reason. I think for all of us, a lot of the motivation is ultimately social. If you’re a young person, your motivation to learn is to be in a conversation with the kind of people you want to be in a conversation. If your social group is all about philosophy, you want to learn about philosophy. If your social group is about math or coding, you want to learn that. It’s both for professional reasons, but a lot of that motivation is really social motivation for a lot of people. That’s why what’s interesting is what I see happening is people signing up for online courses but then organize the meet‑ups in physical spaces with the same people who are taking the same course. There they engage in peer‑to‑peer counseling, and people learn from each other. There’s a lot of that going on. What’s interesting is that they’re bringing this online content and bringing it into social spaces. Eric: Several years back, people were speculating that, in the future, inner‑city folks, or people with less money wouldn’t have access to the Internet, so there would be this digital divide between those that have access to the Internet and those that don’t. Now, we’re seeing that that’s less of a factor. Marina: I think the kind of divide we’re seeing is in agency and motivation, and that goes back to that social. If you grow up in an environment where people don’t read books and they’re not motivated to learn, and they have different kinds of ideas about what’s important in life, that’s a kind of divide. Or if you don’t have the self‑agency to engage in that and take advantage of all those resources out there and nobody’s there to show you that that exists and those resources are out there…that’s the kind of…I would say…it’s motivation but also, it’s social divide. Eric: It’s interesting because originally we thought that technology would be this great leveler and it would put everyone on an equal playing field. Of course, Friedman, who mentioned you, speaking about the motivational divide in his column, wrote this book, “The Flat Earth,” which says everyone will be on an equal playing field and big can compete with small. I think a lot of us really believed that, but then we saw that the net result of all that information online was that…I guess some people who could collect that data and store that data would have an upper‑hand because obviously they could use that information against us. Now that we’re sort of moving into this era where we’re starting to realize that when we take conversations to a public environment where they’re recorded and stored, that information out of context could be used against us. What sort of education do you think people need moving forward to learn to be able to use these tools responsibly without creating some sort of archival record that could maybe someday haunt them? Marina: I’m not sure that you can totally avoid all of that information because it looks now the government gets the information and a lot of other people have access to the same information. I think media illiteracy is a critical part of education and talking about these issues…about what happens to this information and also where it’s going to go because even the kinds of things that may be protected today, I always feel that whatever I put online is ultimately public information. Whatever is private today may be public tomorrow. We may develop other kinds of techniques for protecting our information. I certainly hope so. For now, you just have to assume that all of that information is public in some way or another. I do think that media literacy is something that needs to be taught at a young age and it needs to be taught to adults also. Eric: For those that are growing up in this environment, they have an opportunity to learn as they grow, but for those of us who are living through the transformation, some of us need to be skilled later in life. Often, the skills we need aren’t clear. If you were charged with skilling a generation of digital immigrants ‑‑ and I know you say we’re all immigrants to the future ‑‑ what specifically would you do to prepare the workforce of tomorrow to be able to participate in social media conversations without necessarily leaving a trail of digital breadcrumbs that could someday harm them? Marina: I’ve seen some really good media courses. Howard Rheingold teaches a course on media literacy that involves multiple components. First of all, understand that the kind of technology that is available…I’m constantly surprised how little people know about some of the platforms. For example, things like ODesk and Elance, for doing jobs and tasks and all kinds of interesting platforms. In the future you look at these things all the time but not many people do, so just tracking and then just saying what technologies are out there and what’s coming online is one thing. The use of technologies and how you present information is a skill. Creating video is a new literacy also, so people need to be able to create video. You need to be able to assess the truthfulness of video and online text. There are all kinds of courses of interest in terms of how do you assess the veracity of this information. So all of those things are important. How do you communicate in email in user groups. How do you use comments and what’s a good way to be online? Eric: Do you foresee subjects like privacy rights and surveillance rights of employers beings the types of things that workers need to be skilled in and you think that that becomes routine, part of the on‑boarding process that companies? Marina: I certainly think that that should be a routine, understanding how you use company email, understanding how you use instant messenger and apps that include access to that, all of that is very important. I think it’s in the interest of the employer to be transparent about it, because there’s nothing worse when something happens and people find out that you were looking at their data. Eric: When you’re doing your work at the Institute, it’s one thing, obviously, to take a class from somebody like Howard Rheingold who’s brilliant in the area of media business and is a futurist, but when you think about an organization, any organization with high turnover and a lot of entry‑level employees who may not have advanced degrees coming in and out of the ranks, if you have to teach these types of subjects to them, how do you do that, how do you make it so simple that anyone coming in for minimum wage or slightly higher job can learn things like privacy and disclosure and ethics and transparency? Marina: I see that as part of basic orientation. I think a lot of employers have orientation in which they talk about health benefits and other things that are just basic routines of the organization. I see that as being part of that orientation talking about data rights and data privacy and how to use online platforms whether they’re probably provided by the company, all of those things I see as part of orientation. Eric: Tell us about the Institute for the Future. Marina: The institute has been around for 45 years. It is a non‑profit research organization originally spun out of Rand, the large research organizations. At the Institute, we’re able to say “We don’t predict the future. The purpose of thinking systematically about the future which is our mission is to help people make better decisions today.” So we use a whole variety of methodologists, scenarios, scanning, artifacts from the future, mapping, surveys, data, all kinds of techniques we say that they’re methodologically agnostic. Ultimately, the purpose is to help people create that future landscape looking five, ten and more years out ask themselves questions “Well what do I need to do today or tomorrow to prepare for that future or shape a more desirable future?” Many have this process yet… Eric: Now, in terms of your role as Executive Director, you’ve been there a while now, how has the way you do what you do changed as a result of technology? Marina: We’re experimenting with a lot of different platforms in terms of doing research. Some of our people use platforms like oDesk or Elance and others to engage more people in doing research with us and for us online. We sometimes go experimenting in breaking down research tasks into smaller tasks and using people online in doing some of that work. I think that’s a really exciting area of development. That’s one area that we’re really experimenting with. The other area is we’re using a lot of online platforms. We have a platform called the Foresight Engine, which uses some of the gaming elements and it engages large groups of people in thinking about the future together and what are some of the potential side effects of different scenarios. What are some of the exciting opportunities. We have something thousands of people participating in a conversation. So, that’s really exciting. I guess the third area where we’re changing is we are increasing from just being a research organization or thinking about the future. We’re bringing people here who are called practical visionaries. People who are actually doing something that to us is a sign of the future and we fellowship here at the Institute with affiliates, working closely with them to help them in whatever things they’re doing but also to bring their input into the Institute. Eric: Final question, total non sequitur. Looking at your bio, you’ve done some very high‑profile keynotes. You’ve keynoted the World Economic Forum. I can’t imagine anything, from a keynote standpoint, more intimidating than that. Talk to us a little bit about, from the emotional standpoint, what you go through before going on‑stage with the World Economic Forum to give a keynote and how you get through that. Marina: My largest presentation was for 5,000 people, and I’ve never seen 5,000 people assembled in one place for a presentation. That was a couple years ago, and it was just amazing and, of course, I was really worried but then it went really well and took me 20 minutes of terror, right? After you’ve done that, nothing else scares you more. It’s sort of “Oh, hundreds of people. I can do that.” I always try to, I never use the same speech so I always think about my audience and who the people in the audience are and varies whatever I’m saying depending on that. The post Inside the Institute of the Future with Marina Gorbis appeared first on Eric Schwartzman.
48 minutes | Aug 19, 2013
Top 5 Things NOT to Share on Facebook
Drawing the line between what’s okay to share and what’s just too risky to share, the potential impact of the NSA PRISM surveillance program on the private sector and the top 5 things not to share on social media. Ryan Garcia Associate General Counsel at Facebook talks about the impact of social media usage in the workplace of personal privacy and security. Ryan has spoken at and chaired numerous social media legal conferences around the country. He has also been invited to speak on social media legal topics before American Bar Association committees, the Word of Mouth Marketing Association Summit, and the Game Developers Conference. Ryan frequently blogs about social media legal issues at somelaw.wordpress.com. New York Times technology columnist David Pogue has called Ryan the funniest Dell lawyer he knows. Topics Addressed: Staying ahead of the legal issues that pertain to enterprise wide social media usage.Future proofing corporate social media training programs.Challenges of relying on sensational headlines for corporate social media education.The lack of attention people pay to the terms of service screens when signing up for online services of downloading apps.Risks of content ownership versus granting a non-exclusive, fully paid and royalty-free, transferable, sub-licensable, worldwide license.Importance of teaching people about the security and privacy risks of publishing geo-data.Discussion of setting limits on setting boundaries of what you share, since “publication is a self-invasion of privacy” as Marshall McLuhan once said.The top 5 things not sure on social networks.Potential impact of the NSA’s PRISM program on private sector usage of social media.What BYOD means for personal privacy and organizational security. Reference Links: Mashable CEO Pete Cashmore at SXSWNY Times: Those Wordy Contracts We All So Quickly AcceptStudy: Cybercasing the Joint by Gerald Friedland and Robin Sommer [PDF] Photo by Nosiuol on Unsplash The post Top 5 Things NOT to Share on Facebook appeared first on Eric Schwartzman.
26 minutes | Aug 12, 2013
Social Media Marketing Training Programs at Intel
What does it take to help a company become a social business? It takes the support of management and employees, and that requires education and enablement. Which is why Intel launched their Digital IQ social media training program. Because they knew that without the buy-in of Intel’s 100,000 employees, social marketing would never be truly effective. But where do you start? You can’t boil the ocean. So Intel focused on training marketers first, before rolling the program out broadly. Rather than launch a social media center of excellence, they opted to build a social business at all levels of the enterprise. Their objective was to tap the power of an internal advocacy program that enabled everyone to help prospects and customers via social networks. The Digital IQ program at Intel is organized like a higher education program with 60 classes organized into 4-tiers or levels of training. Some course are required, others are elective. Entry level courses were digital so everyone had access on-demand. Intermediate courses were focused on enabling social media practitioners with live training. And advanced were very high-touch, one-on-one, interactive training sessions targeted to executives and SMEs. How did they decide what was basic, and what was advanced? Basic trainings were focused on answering the question of why. Intermediate classes answered who and how. And advanced classes really dug deeper into how at an even deeper level. In this podcast, former Intel social media strategist Ekaterina Walter (@ekaterina). Ekaterina was a member of the team that spearheaded the development of Digital IQ University at Intel. Topics Addressed: Strategies for organizing tiered social media training programsInside the different courses in the Digital IQ programHow to design high-level, advanced social media training programsCrisis communications trainingSocial media marketing training programs Benefits of classroom social media training vs. online social media trainingBiggest challenges associated with live social media training programsThe biggest challenge of social media training programsRecommended lengths for online social media training courses Ekaterina is the best-selling author of Think like Zuck, The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg, which details why purpose, people, process and partnerships are the keys to success in the modern age. Ekaterina Walters is Partner and CMO at Branderati. which provides software as a service to manage online advocacy programs though influencers relations. The post Social Media Marketing Training Programs at Intel appeared first on Eric Schwartzman.
40 minutes | Aug 5, 2013
Social Media Marketing at Dell
Social media marketing at scale requires engagement at scale and few organizations do a better job social media training their workforce to engage en masse than Dell Computer. The PC-maker’s Social Media and Community University (SMaC) has already social media trained thousands of employees from virtually all segments of the enterprise. Whether you’re a social media manager or shipping and receiving clerk, Dell has a social media course that’s right for you. In this episode, former Director of Social Media & Community at Dell Liz Bullock (@lizbbullock) goes beyond social media marketing to discuss the practical aspects of driving enterprise wide adoption through social media. There may not be any organization with more experience implementing a custom social media training program for the whole company than Dell and this discussion drills down on the reasons behind the decisions that led to the social media training they currently have in place. Topics Addressed: Business case for enterprise wide social media management training Best practices for designing social media training program curricula. Inside the Dell Governance Portal, which was used for password management of branded social networking accounts and communicating ongoing best practices. How Dell designed a tiered social media training program with basic, intermediate and advanced levels. The different training modalities Dell used to deliver their social media training program with classroom and self-paced courses. How Dell deals with the challenges of keeping their social media training program up to date. How Dell assesses and certifies social media training participants. Why Dell launched a channel partner social media training program and the company’s recent decision to expand that initiative. Liz Bullock currently serves as CEO and Co-founder of the Social Arts & Science Institute in Austin Texas. The post Social Media Marketing at Dell appeared first on Eric Schwartzman.
44 minutes | Jul 29, 2013
Online Video Marketing with Grant Crowell
Videologist Grant Crowell (@grantcrowell) discusses online display marketing, video marketing and dovetails into social media compliance. Topics discussed include: Ethical issues surrounding undisclosed online advertisingResponsibility Google has to distinguish between paid and unpaid search listingsLack of evidence on the credibility of paid contentEthics of sponsored content and inconspicuous disclosuresUse of mobile apps to move unclear and inconspicuous paid contentCelebrities that disrespect the FTC Dotcom disclosure guidelinesJournalistic ethical breaches in the newsroomBroadcast disclosure double standardsEthics of social media endorsements versus mentionsEthics of journalism versus entertainment Referenced Podcasts: SEO for PR Tools and Tips from Search Engine Land editor Danny SullivanState of Sponsored Content with Steve Rubel Bonus Content: FTC Dotcom Disclosure Guidelines [PDF] NY Times: Disruptions: Celebrities’ Product Plugs on Social Media Draw Scrutiny TechCrunch’s Michael Arrington fired by AOL? The post Online Video Marketing with Grant Crowell appeared first on Eric Schwartzman.
25 minutes | Jul 22, 2013
Crowdfunding Takes Giant Leap Forward
The dirty little secret about Kickstarter and Indiegogo was that you could contribute, but you couldn’t get equity because, at least in the US, it was illegal to solicit those types of investments direct to consumers. If you wanted to raise money for a business, there was a mountain of paperwork you had to file and compliance hurdles you had to clear before you could sell shares to individual investors. Originally, these laws were put in place to protect individual investors from getting fleeced. Today, anybody can set up an options trading account and short the stock market. But before the internet, that was not the case. You had to go through a broker. Why should crowdfunding be any different? After all, if you can contribute $20 for a t-shirt or a movie ticket, why not get a be able to buy a piece of the action as well? The JOBS Act was designed to change that. And it has. The SEC voted last week, under certain circumstances, to lift the ban on soliciting investment opportunities to unaccredited investors. In this episode, Daniel K. Stuart, California Attorney at Law at Manatt explains the JOBS Act, which provides a legal framework for people to invest in start-ups by crowdfunding businesses online, and discusses how the new rules could radically reshape the way startups raise capital. This interview was recorded just prior the July 10, 2013 announcement by the SEC that they’ve voted “to implement a JOBS Act requirement to lift the ban on general solicitation or general advertising for certain private securities offerings.” The SEC’s decision to lift the general solicitation ban could be a huge stimulus for grassroots fund raising for small businesses and a way for regular folks to get in on the ground floor of investment opportunities that were previously restricted to institutional investors and high-net worth individuals. Photo by Precondo CA on Unsplash The post Crowdfunding Takes Giant Leap Forward appeared first on Eric Schwartzman.
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