Tagged: Neville Hobson

Connection: the most important C word in social media

As I have previously observed, there are a lot of Cs in social media (content, collaboration, community, conversation, consultant etc. etc.).  However, I now think we are in a position to decide which of all these words is the most important – and I hope that that 2014 will be the year we come to recognise the all-conquering importance of the Connection word.

A couple of weeks ago I was at the #SocialAtScale event organised by Sprinklr – an enterprise platform that, perhaps more than many others out there, is all about connecting disparate streams of social media activity (Jeremy, correct me if I am wrong).  This event was essentially a discussion about where a number companies are ‘at’ when it comes to managing social media.  The stand-out example for me was Microsoft (a Sprinklr client, who were also co-hosting the event).  Microsoft, of course, has a long history of involvement in social media and has probably been the bravest in de-centralising their approach: basically just telling people to get out there and get on with it.  I rather liked this bravery.  But it now appears that Microsoft is looking to tame the chaos somewhat and re-assert some element of control, one of the reasons it has turned to Sprinklr.

The new Microsoft approach to social was outlined by Georgina Lewis, who talked about rationalising the numbers of channels and platforms and the mantra “hashtags not handles” (incidentally, this is a mantra which I heartily endorse, not just from the control perspective, but because a hashtag is a space, and a handle is a place – and social media is much more about spaces than places).  However, I couldn’t escape the feeling that this was an approach that was primarily about controlling the output, based on the assumption that uncontrolled output was likely to involve inefficiencies or confusion.  So I asked Georgina about how listening (input) factored into the process Continue reading

Thoughts for Neville re #msm09 panel


Not at the conference, but here are some thoughts for your panel.

1. I haven’t found a single paid-for black box monitoring solution that really helps devise and then run a social media strategy.  They are not real-time enough and they are focused on monitoring digital places rather than digital spaces. http://tinyurl.com/lg7cv4

2. You can only take monitoring so far until you reach the point where you have to stop spectating and start participating – start creating the environment you then need to monitor.

3. You don’t need to monitor everything (like we used to monitor media coverage) – its a case of identifying and keeping you eye on the 3 or 4 areas of social media space (i.e. conversations) that are relevant to your business.   Organisations which have lots of customers often think they need to have lots of conversations – they don’t.  Listen to your customers and you will find there are only 4 conversations they want to have with you. http://tinyurl.com/yfu9f24

SMI09 – productive confusion

Yesterday I went to the Social Media Influence 09 conference (#SMI09) – a very good event.

Looking back – my impression of the day was productive confusion.

For example, YouTube seemed confused as to what they are.  Benjamin Faes, their MD for EMEA could only describe YouTube as either a website or TV channel.  Admittedly they have to do that to chase advertising revenue but there was no evidence in their forward planning that they really understand their role as a platform.  They are focusing on better quality video, community (within YouTube) and rights management – i.e. the watcher / owner experience rather than the total user or contributor experience. Continue reading