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Book Review: Social Nation

I recently had an opportunity to read Social Nation: How to harness the power of Social Media to attract customers, motivate employees & grow your business by Barry Libert.  Heckuva title.

Libert is the the CEO at Mzinga, which is a company that connects other companies–and their customers–using social media to collaborate and communicate.  Social media is, quite simply, using the internet to drive interactive communication.  This includes Twitter, Facebook, and forums.  Sometimes, it’s just discussion, sometimes, it’s sharing user-generated content.

Social Nation “will show you, as an employee, customer or partner, how to use new social technologies, make yourself heard, and produce better products and services.”   It bills itself as a “complete toolbox” for social media.   Does it match the hype? Let’s see.

The book is broken into three sections.

Part 1: The Future of Business is Social

Libert asserts that the future of business is social.   That is obviously true, to a degree. A solid viral marketing campaign can drive more eyeball to a product than a full-page spread in the New York Time or a 30-second spot during Super Bowl halftime.  However, there are a lot–possibly a majority–of business-to-business companies that will gain no value from a social media campaign.   Would a regional supplier with an exclusive distributorship for a top-name line of faucets benefit from being on Twitter?  No.  On the other hand, 17% of our time online is spent on social applications and the fastest growing demographic on Facebook is 35 years old or older.  There is certainly some value to be gained by have a social media presence in some markets.

This section(all of chapter 3!) also contains a link to a test to determine your social media skills.   I haven’t taken the test, mainly because I don’t feel like registering for another site.  This struck me as nothing more than lead generation, which is a shame.  It could be a useful tool.

Part 2: Seven Principles for Building Your Social Nation

This section has seven chapters, containing 7 case studies that detail the 7 principle of social media, as defined by Libert and Mzinga.

The principles include:

  • Let the culture lead the way, as demonstrated by Zappos.com.
  • Involve your fans.  The big takeaway from chapter 8 is that, when you create a community, your job is to facilitate involvement, not to control it.  If you try to run it with an iron fist, it will choke and die.
  • Reward others and you will be rewarded. Apple lets developers keep 70% of the money they make in the app store.  That encourages developers to develop, making everyone more money.   Give.  Karma will take care of the rest.
  • There are 4 other principles, but some are just common sense, and I don’t want to give away the contents of the book.

Part 3: Start Today and Create Your Own Social Nation

aka

Chapter 11: How to Get Started and 10 Pitfalls to Avoid

Section 3 has just one chapter, but it’s a good one.    It explains the difference between followers and fans, the value of each and how to bond with each.   The difference?  Fans are actively involved.   Followers are far more passive.

This section/chapter also goes into some things to avoid, like abandoning a social media strategy too early, failing to market your business, underestimating the power(positive and negative) of a social network.

Is it worth getting the book?

Social Nation bills itself as a complete social media toolbox, but it falls a bit short.   The book tackles social media from a purely strategic point of view, ignoring the tactical concerns.   It’s clearly geared toward helping a company plan its social media strategy from a 10,000 foot perch.   For the people in the trenches, or anyone with a grasp of strategy that’s looking for the details on running a social media campaign, it’s not enough.  That said, if you are trying to plan a social media strategy, or you have no idea where to start, this is a great book for you.   It holds a lot of value, but stops some distance before “complete”.  Definitely worth a read if you are involved is social media planning.

Giveaway

I’m giving away Social Nation.   If you’d like to have a chance to get it, just leave a comment, telling me how you like to see companies use social media.  Fair warning, this is the book I read, so it’s “used”.   I take care of books, so you can’t tell that it’s used.

Publishers, Publicists, and Authors

If you have a book you’d like me to review, please contact me.

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Mortgage Race

I spent last week at the Financial Blogger Conference.   Saturday night was the big debauch, a 90s themed hip-hop dance party.

Yeah.

Instead, Crystal, Suba, and I hosted a super-secret pizza party to let some of the less “dance party” inclined attendees discuss things like the sanitary concerns of group body shots, sex toys, and horror movies.

During the course of the party, Crystal and I decided to race to pay off our mortgages.

Her balance is just under $25,000.

My balance is $26,266.40.

We both technically have the cash to pay off the balances right now, but we are both dealing with secondary housing issues.  She’s building a new one, and I’m updating an inherited house.  Neither of us is willing to use our cash reserves to pay off the balance right this moment.

Now that my credit card is paid off, I’ve moved that money to an extra interest-only payment on my mortgage, effectively doubling my mortgage payment, which puts my projected payoff date as about the end of next year.   Crystal’s aiming for June, so I’ll have to hurry.

We do have tenants lined up for February, and all of the non-expense related rent will go to the mortgage.

I think I can win.

Update:

I forgot to mention the terms of the bet.   The loser has to go visit the winner.  When I win, Crystal’s going to fly to Minnesota to experience snow.

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Multiracial Skinhead Love Triangle

English: A goat
English: A goat (Photo credit: Wikipedia)

“Honey, here on national television, in front of a live studio audience, I’ve got a secret I’d like to share.   You’re not our child’s mother.  I’ve been sleeping with the milkman.  And the goat.  Your mom is the star of my new adult website.  With the goat.  And the milkman.  I’ve got three other families, in three other cities.  I lost the house to my gambling addiction.   Those sores?  Herpesyphiligonoritis.  I got it from the foreign exchange student we hosted before I moved her to Dubuque and married her.  The goat gave her away.  The milkman cried.   Oh, and I wore your panties to the Illinois Nazi reunion.   I know how much you hate Illinois Nazis.  But I still love you.  And your sister.  Especially your sister.  She does that thing with her tongue….”

Why would anyone go on national television to share things like that?

More interesting: why would anybody stay on stage after hearing that?

Stay tuned.

I have this friend.  He bought a couple of cars.  He’s got some issues with money, partially revolving around a need to keep his assets below a certain threshold.   So he put the cars in his girlfriend’s name.  I know, it’s slightly crooked, but that makes the story more fun.

They broke up.

Recently, she called him to say she was suing him for the cars.  She wanted them.  She wanted to hurt him.  She was mean.   Somehow that turned into them agreeing to settle the case on Judge Joe Brown, on national television.

My friend spoke with the show’s producer, then last week, he was flown to California and put up in a hotel for a couple of days.   When he arrived at the TV studio, he was informed that it wasn’t Judge Joe Brown, but a new show that will start airing in the fall called, The Test.   According to CBS, The Test “is a one-hour conflict resolution talk show that will use lie detector and DNA tests to settle relationship and paternity disputes among the guests.”   Coincidentally, CBS also owns Judge Joe Brown.

My friend got on stage with Dr. Phil’s son, Jay McGraw, and was accused of cheating on his girlfriend and stealing her identity.   Lie detectors.  Yelling.  Accusations.

Why did he stay?

He wasn’t given his return plane ticket until they were done filming.

When he was done, they handed him a voucher for cab fare and the itinerary for his return flight.  Until then, he had no other way to get home.

That’s why people stay on stage.  It’s probably also why none of those shows ever have people with money of their own; they can find their own way home in a pinch.

Interesting side note:  The show paid $200  and booked the cheapest possible return flight, with a 6 hour layover.

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SOPA Is Evil

PiracySo the record companies, the movie studios, the obsolete media, and some large software companies want the ability to nuke a website from orbit if they find any of their intellectual property there.

Or a hint of their intellectual property.

Or, “Oops, I guess that wasn’t ours.  How much business did you lose during the 6 month appeal of a non-judicial takedown?”

Pure crap.

I’m not saying that from the perspective of some junior high pirate watching free porn in his parents’ basement.  Intellectual property is the basis of my livelihood.  I am a Microsoft Certified Professional; a software engineer.  I am a blogger; a writer.  I am a web developer; again, pure IP.

Giving private companies the right to arbitrarily take down sites for what may or may not be an actual violation is absurd.

Over the last few years, a law firm called Righthaven(spit!) has been teaming up with news agencies around the country to extort fees out of websites–generally small sites–for violating their copyright.   Most of those cases involved individual users–not owners–posting fair-use snippets of articles.   Since the cases were filed in Nevada, it would have cost more to fight the suits than to simply pay the blackmail, typically $5,000-$10,000.

Now, add the ability to threaten to administratively shut down the site if settlement isn’t made in 24 hours.  That eliminates the ability to consult with an attorney, undermining the legal system completely.

All because once-successful companies can’t cope with the current world.

I’m not a fan of piracy.  I enjoy buying movies because that encourages the people who made them to continue to make movies.  The delivery system sucks.

Netflix has developed a successful business model out of making it easier to watch movies legally than to pirate them.   For $8/month, you can watch as many movies as you’d like.  If you have a $50 Roku, or any number of other devices, you can watch right on your TV.  Add another $8/month to that, and you can get new DVDs delivered right to your door.   For less than $20/month, they are delivering licensed, legitimate content and making a profit doing so.

How did the movie companies respond?

Did they increase the availability of their libraries, to get more wanting-to-be-honest customers paying a small fee to watch their content?

Of course not.  They reduced the instant library and extended the amount of time before they would license new movies for rental.  They made it harder to get their content legitimately, which increased the amount of piracy.

Now, since Plan A is biting them in the ass, they are pushing for yet more legislation to salvage their failed business models.

Here are three options for watching movies I don’t own:

Option 1:   Instant

Through the magic of Amazon Instant, Netflix Instant, or any of the magical Roku channels, I can…

  1. Open an account.  Once.
  2. Find a movie I want to watch.
  3. Watch it immediately.   This could be included in a membership fee, or as an individual rental.

Option 2: Piracy

I am not recommending illegal activity.  This is for the sake of example, only.

  1. Download torrent software, like uTorrent.  Once.
  2. Go to a site like Torrentz.com and find a movie I want to watch.
  3. Click the torrent link, let the torrent software open it and download the movie.
  4. Watch the movie in a couple of hours.  For free.

Option 3: Buy it.

  1. Drive to the store each time I want to watch a movie.
  2. Spend $15-$20 on the movie.
  3. Drive home.
  4. Fight the bank vault of plastic and tape they wrap the movies in.
  5. Put the DVD in the player.
  6. Watch 5 minutes of “Don’t Be a Pirate” garbage.  Hey jerkface, if I’m watching the DVD, I didn’t pirate it.  Bad market-targeting here.
  7. Watch 15 minutes of commercials that I can’t skip through.
  8. Watch 15 minutes of commercials previews that I can’t skip through.
  9. Watch the movie.  This process takes longer than the piracy and costs more than option 1.

On top of that, I’m told I’m a pirate if I back up my movies for archival purposes.  Or if I rip my movies to my network to allow me to watch them conveniently.   I’m told that I’m merely licensing the content of the disc, but if the disc fails, I have to buy a new one.  I can’t just download the content again.

This is a failure, and it isn’t a legislative failure.

The companies that are embracing modern options are succeeding, and will continue to do so.   The companies that refuse, at the expense of their potential customers, will sink.

 

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