Gus Svendsen

How to Leverage the Spectrum of Personal Relationships in Social Media

Posted by gussvendsen - 01/25/10 at 10:01:28 am

Clients always ask me about which social media tools they should use. They do not know how deeply they should engage or where they should invest their time. At the end of the day, an organization’s focus should be dictated by the level of personal relationships it wishes to cultivate.

Different social mediums foster different stages of personal relationship. Therefore, each type communicates a different relationship goal. Identify the type(s) of social media you use below and evaluate the message you are sending, in respect to personal relationships:

Website – I don’t know you, but I want you to know me.

Blog – I probably don’t know you, but since we share common interests, I would like to exchange ideas and possibly meet you.

Twitter – I know of you and like something about you. You may or may not know of me. Let’s see if there’s mutual interest.

LinkedIn – Due to shared work experiences, skills, or interests, we have come to know each other, but it’s strictly business.

Facebook - I know you and you know me personally, and we would like to stay in touch.

So which forms of Social Media are right for you?
If you prefer to keep your communication one-way, then a website is about as far as you should go.

If you want your audience to relate to the people and purpose of your organization without giving them direct access to employee contact information, then blogging is a great way to start the dialog. It’s a good way to meet new people as they participate in the public discussion. However, connecting with them on a personal level outside of your blog takes effort.

If you would like to become more approachable without losing control of how often people can communicate with you directly, Twitter is a great option. For example, celebrities have embraced Twitter to connect with their fans without obligating themselves to respond or divulge personal information.

If you would like to keep your relationship on a professional level, LinkedIn is the best tool. You may communicate directly with the people you know, but you could also reach out to others through groups and your existing contacts.

If you want to make it easy for friends and acquaintances to stay in touch with you, then connect with them on Facebook. Although you can still throttle your inward and outward messaging, it’s where you have the least concern about giving people access to your personal contact information and methods.

Social Media’s Relationship Trifecta
1. We follow each other on Twitter, plus…
2. We’re connected on LinkedIn, plus…
3. You’re my friend in Facebook
Note: With these three relationships in place, a person usually knows of or can access your blog and website.

I hope this helps you understand the personal dynamics of these popular social media outlets.

If you found this post interesting, please comment, RT, or share. Thanks!

3 Steps to Start Using the goo.gl URL Shortener

Posted by gussvendsen - 12/17/09 at 07:12:33 am

Once upon a time, TinyURL reigned king over the URL shortening land. But thanks to great statistics, a rise in Twitter users, and a simple API, Bit.ly usurped the kingdom. In 2009, bit.ly reportedly served over 2.1 billion shortened URLs. But now there’s a new challenger to the throne. On Monday, Google announced goo.gl, its own URL shortening service.

Unlike bit.ly, if you visit goo.gl, you will not be able to use the service there. Google’s official statement in their blog post was this:

“Google URL shortener is not a stand-alone service; you can’t use it to shorten links directly. Currently, Google URL Shortener is only available from the Google Toolbar and FeedBurner. If the service proves useful, we may eventually make it available for a wider audience in the future.”

Well, that’s not completely true. I found a different way to use it, and I’m passing the tip on to you. To get started, you’ll need to be on a PC and have Google Chrome installed. (If you do not have Chrome installed, you should get it.)

How to Start Using goo.gl

1. Open your Chrome browser - Check if your Google Chrome browser is running the latest version by clicking on Settings [wrench] > About Google Chrome. It will automatically check for the latest update. If you are not using version 4.0.x, then install the update. (see below)

2. Install the goo.gl extension – Once you’re running Chrome 4.x, you may add extensions. Installing a Chrome extension is a breeze. Just locate an extension and click the install button, and in a few seconds, it’s ready to use. Get the goo.gl extension here. (see below)

3. Activate the extension while on any site – To use the URL shortener, simply navigate to the URL you wish to shorten, and click on the goo.gl extension icon. This will bring up a small window with the shortened URL embedded. Click on “Copy” to copy the short URL to your clipboard and close the small window. Paste the URL anywhere you want to display a shortened URL. (see below)

Other Ways to Use goo.gl:
Google Toolbar – If you would like to try goo.gl in Internet Explorer or Firefox, you can learn how to do that at the Internet Techies blog.
Feedburner - Go to your Feedburner acount, click on Publicize > Socialize to see examples of goo.gl shortened URLs. This feature is very much like TwitterFeed, but it lacks statistics at this point.

The paint is still drying on goo.gl, so don’t expect much right now. But once stats and other comparable features are added to the service, it could really pose challenges for reigning alternatives.

The Popcorn Principle of Social Media

Posted by gussvendsen - 12/02/09 at 07:12:39 am

Since Social Media is based on establishing and cultivating relationships, it’s a big picture endeavor. There is no instant gratification. It takes time to start seeing the benefits in a quantifiable way. I call this the Popcorn Principle.

When you put popcorn in the popper, it doesn’t start popping immediately. It needs to heat up. For a while nothing happens. But when enough time and heat has been put into it, a single pop breaks the silence. Soon, others follow suit. The next thing you know, you’re flooded with the chatter of over-heated kernels.

Keep the heat on. Keep adding new kernels. Savor the buttery goodness of the ones that have popped.

@gussvendsen

Quick @e2conf Recap

Posted by gussvendsen - 11/09/09 at 07:11:24 am

I attended one day of the Enterprise 2.0 Conference in San Francisco last week, and I got a little more out of it than I expected. Keynotes were good, breakout sessions were dialed in, and for a relatively small show, the expo floor had some good players. (Personally, I enjoyed seeing all the Macs presenters and exhibitors were using.)

Show Themes

• Enterprise 2.0 is not a crock. It is a valid and real cultural shift in the workplace.
• Success lies with adoption, not executive approval.
• Enterprises are becoming more bottom-up than top-down.
• Technology facilitates, not replaces.
• Collaboration is king.

By now, we all know that “The World is Flat.” After this conference, dare I say “The Company is Flat.” Sure, hierarchy will never go away, but the dynamics and communication chain have been upset. Just look at how Twitter has upset the celebrity-fan communication chain. Celebrities are approachable now, and the same can be said for the top brass at Fortune 500s. Now take microblogging internally into the enterprise, and the corporate communication structure becomes as flat as Nebraska.

Sound Bites

“We built this application without knowing the full implications of it.”
-Gregory D’Alesandre, Product Manager, Google Wave, Google

No kidding. You have also presented it to the market with these clear question marks, and we’re just as clueless about what to do with it, too. On one hand, it seems brilliant and completely logical, but on the user experience side, I can see a lot of human obstacles and reprogramming of old habits. Beyond those challenges, it certainly is an exciting product because it boldly confronts the status quo of email. At the end of the day, I walked away thinking about the similarities of Waves and Wikis, albeit different tools.

“Facebook is CRM for individuals.”
“We’re becoming people-centric vs technology-centric.”
“Today we use friends as social filters to navigate content on the Web.”
-Clara Shih, CEO, Hearsay Labs (author of The Facebook Era)

Clara Shih was clearly my favorite speaker for many reasons, but primarily because she spoke my language. You cannot look at this trend without crediting the impact social networks like Facebook have had on contemporary culture. The social Web (aka Web 2.0) is the driving force behind Enterprise 2.0, and for the first time the consumer world is bringing its technological expectations to the workplace.

“15 years ago, my distribution list was my social network.”
“We generally believe in the idea of social everywhere.”
- Jeff Schick, Vice President, IBM Software Group, Social Software, IBM

IBM gets it. Their recent products reflect an alignment with cultural business trends. I love how the first quote shows they can claim a little old school in their blood, but they make it current by comparing an older concept to today’s standards. They have a knack for staying relevant, and I enjoyed the insight into how this mega corporation eats its own dog food and finds ways to connect on an individual level. Good things from them.

Exhibitors
It was no surprise to see that “collaboration is king” at this show. It makes a lot of sense. Enterprises consist of people. If people can work together more efficiently, the bottom line improves. There were TONS of collaboration services on the floor. Back in the day, we used to call these “intranets.” Then we called them enterprise portals. Now we call them collaborative platforms. Notables:

• IBM’s Lotus Connections (On-premise) and LotusLive (SaaS)
• CubeTree – got it’s mojo on and walked away as a crowd favorite
• Jive Software = slick

There were also many wiki vendors. I still struggle to find a use case for wiki’s with what I do, but I left the show with a deeper understanding of them. Maybe I’m just not the right market.

Question: do you use wikis and what’s your use case?

Overall, the Enterprise 2.0 Conference was well worth attending, and I look forward to the next one. Thanks to the folks at TechWeb for making a free pass available.

I would love to get your comments. Thanks.

9 Ways to Tweet Like Guy Kawasaki

Posted by gussvendsen - 10/15/09 at 06:10:48 am

Average people are important. For without them, it would not be easy to spot greatness. Guy Kawasaki is greatness. He continually adapts to new technologies and demonstrates principles for mastering new mediums. Let’s take a moment to observe how he’s managed to earn perfect marks for his twittering techniques.

Continue reading 9 Ways to Tweet Like Guy Kawasaki…

Welcome to My New Blog Site

Posted by gussvendsen - 10/11/09 at 08:10:18 pm

No, this is not my first blog post ever, but thanks for asking. I have been blogging for a while but in other capacities.

This is a new blog where I will be focused on posting thoughts, information, and more about the topics that I encounter in work and in life. Most of this will be motivated by work-related topics, but I reserve the right to inject a little bit of my interesting and never dull adventures as a parent, husband, and tech enthusiast.

Subjects I will cover:
• Social Media
• Web/Mobile Apps
• User Experience (UX/UI)
• Green and GreenTech
• Work Resources
• The Great Outdoors
• Cameras, Cars, and Gadgets

Thanks for stopping by, and I look forward to our conversations.

-Gus