Educational Phases

[jpisarski]

Avoiding Social Community Failure

Some very important lessons I learned from the book and my professor included why a business might fail at building a community. I feel like knowing this information will ensure the people implementing such communities are able to avoid any pitfalls in the future. 

The book stated:

“Social media initiatives fail most frequently because organizations focus on the technologies when they should focus instead on achieving a purpose through the collective behaviors that those technologies make possible. New behaviors aimed at purpose – not technology – provide business value.”

It is not about Facebook or Twitter or Instagram or LinkedIn. These are all vessels that can carry our message to an audience. Without knowing that purpose you want to fulfil it is like sending a message into an empty void. So, this semester I learned to look at analytics to see where your audience is. To craft a message that is right for the platform. But to always tie that message back to a business purpose that will help continue building a community brick-by-brick.

“They fail because the organization lacks knowledge of the fundamental principles of mass collaboration.”

So many social media individuals were taught only to use platforms. Or how sharing valuable content can benefit both parties. But it is not until community building becomes an understood concept at an organization that it will be successful. So many the first step is not evaluation. Maybe it is education.

“They fail because not all challenges are well-suited to mass collaboration.”

We learned that text-based conversations are not suited for Instagram. And long form communications are not suited for Twitter. But also, that business objectives such as opening a sensitive topic that could include trade secretes should not be done on social media.

“Finally, they fail because the organization’s executives and managers lack the confidence to assign compelling purposes to communities and then allow the communities to find a way to fulfil their purposes.”

Along with the idea of educating the people at your organization you also knew buy in. You need executives and managers who will prioritize your tasks and approve budgets. But to also encourage employees to participate in company social media policies.

[jpisarski]

Content Marketing and Community Building

I feel like content marketing has been a buzzword for so long. But in the age of creating catchy content to generate business it makes sense. So, it makes even more sense that social media consultants should be effective at developing and sharing content.

Some things I didn’t know or recently re-learned this week include:

Using your strategic plan create a calendar to help you schedule out content

Use 40% created and 60% curated

Post on your top three social media channels

Some channels are not meant for reuse like LinkedIn while other, Twitter, are

Any time you include a photo make sure to edit your photos

YouTube videos should include a consistent format, length, and aesthetic

I used all these new pieces of information to make a calendar for my client. We focused on three main creation goals which tie into the purpose of the community; product launches, created and curated content that speaks to solving the customer’s problems, and boosting affiliate work. I found it important to also include collateral work such as photos, video clips, and graphics. Since these items usually need as much time and care as items such as copy.

(Spoilers removed at the request of the company)

Becoming a social organization ties into content marketing because it gives you the ability to build upon your purpose and sense of community. If you create content that reinforces your purpose it will speak to the audience and bring people back. While creating content that is engaging keeps your body of users continuing conversations and builds conversations.

[jpisarski]

Growing a Community

To promote effective principles of online community building with social media it’s best for companies to create and foster a purpose for its customers. This can be done by advocacy, engagement, and best practices.

In our textbook I learned that the purpose and corresponding tactics should tie in the company’s mission statement and goals. To do this, you should create a vision statement for your community. This involves an “overall expression of strategic importance of community collaboration, followed by a list of areas in the organization where collaboration can provide substantial benefits.” (The Social Organization: How to Use Social Media to Tap the Collective Genius of Your Customers and Employees by A. Bradley and M. McDonald.)

It is important to move your community to a sustainable fashion that delivers value. This is done by capitalizing on existing goals, getting senior buy in, and using social media as more then just a vessel for delivery. One of the aspects I found most interesting is that companies will find themselves in one of six attitudes during the community building process. These include:

Folly – social media is for entertainment only

Fearful – social media is a threat to productivity and privacy

Flippant – social media is not feared but it’s also not taken fully seriously

Formulating – social media is seen as a value but there is no strategic use

Forging – social media is being integrated in some aspects of the business

Fusing – social media is an effortless attitude of merging new concepts and ideas with their adoption on social media

When evaluating my current client, I found they were at the formulating almost forging stage. Social media is being used to spread the companies’ message. But it was not yet integrated into all aspects of the business. I liked the textbooks suggestion of completing a People-Concern-People brainstorm. Which focuses on identifying employees or thought leaders who can help a topic for a specific customer sub-type.

I feel that this brainstorm could then further lead to a community collaboration strategy. A document which outlined how the company will support, sanction, and identify beneficial actions. This included building up a support system, pushing the importance of purpose, and empowering the community to grow (somewhat) organically. Growth was recommended to be done using the “No, Go, Grow” model.

[jpisarski]

The Problems of Big Data

“The fallen state of our Internet is a direct, if unintentional, consequence of choosing advertising as the default model to support online content and services.”

That quote keeps ringing in my head. I remember being 10 or 11, so excited for my nightly use of the internet, and filed with wonder. Going on to Yahooligans to play games, chat with friends, and ask Jeeves all the questions that I was not able to answer myself throughout the day. But no, here we are in this “fallen state” of the internet.

Suicide because of like counts – increased.

Insomnia, anxiety, and depression – increased.

Political polarization – all-time high.

So, what can we do to fix it? It was not intentional. But,  now we are dealing with the consequences. Education is always the best answer. Knowing what is happening and why. Like what mechanics are used to build features. How is big data used? What we can do to reverse it.

After watching the “Legal Side of Big Data”, I was surprised to find out that “big data” has no legal definition. This is a fact that both consumers and business should be aware of. When collecting information from a customer the information you collect should be defined and transparent. With the ability to request that information at any time. This provides a balance in between the power of big data exchanged in between a business and its customers.

In addition to being aware of and able to provide the information that is being collected there should also be considerations at the company on how the data will be assessed, stored, and dealt with during major company changes. For example, how will this data be used in analytics to determine buying power or customer demographics. Where will the information be stored and for how long? As well as, if the company is acquired through purchase, merger, or bankruptcy will the data be included? Will the customer know when their data has been included? Will they be given the right to say NO to this action? Until legislation, strong privacy policies, and vendor agreements are in place it’s up to the company to protect the customers’ best interest.

The article “The Internet’s Original Sin” identified four downsides of advertising business models used by online content creator sides such as social media. While all of these were not intentional, they have caused problems and questions which it is now up to a business to decide on how to deal with the consequences. These downsides include surveillance, investor storytime, the nature of advertising models, and mitigation.

When a company is collecting information from a customer, they should be aware and conscious of what data is being surveillance from their usage, interaction, and general data collection such as profile information. This data should only be used at a minimum to help place content in front of customers but not breach their privacy. The content that is pushed is being weaved into a investor storytime. Or a message that is being presented on the internet, to customers, and using their data. So that data should be used to create thoughtful engagements which help benefit the customer. By bringing them together instead of creating echo changes and forms of isolation.

Because big data, surveillance, and investor storytime are now centralized to advertising models the individuals who contribute to this must now use this information to create policies with purpose. It’s been found that mitigating these can have consequences. So, these tactics should not be the main focus for marketing professionals. But instead be part of a larger goal which helps us move away from this toxic uses of the internet.

[jpisarski]

Fake News on Social Media

In the blog post Three reasons junk news spreads so quickly across social media by the University of Oxford Philip Howard and Samantha Bradshaw explained why the algorithms, advertising and exposure all spread junk or fake news. During which I was remember specific times when I saw something online and thought there was no way this was true. While other times I was completely left clueless until something told me to search Google.

The algorithm is most likely responsible for the wide-spread fake news which can show up in a specific population or sub-group. I am personally a huge fan of Harry Potter and a little while ago a “fan” tried spreading the rumor on social media that claimed Tom Felton (Draco Malfoy in the movies) had performed unwanted sexual acts. It circulated like wildfire on multiple social media platforms for a couple of hours. Before he came online (Twitter or Instagram) and explained how incorrect, hurt, and disheartening the situation was. It was not until a mass of fans dove into the back story of the accused that they found out this person had falsely accused another Hollywood star a couple month prior.

https://medium.com/fearless-she-wrote/tom-felton-was-falsely-accused-of-grooming-an-underage-girl-3d1831ae830c

There are a ton of resources online who use clickbait to lure you in to read their articles. I remember when that’s all everyone did on YouTube. Most of the time using the most extreme parts of the truth to make something appear larger than it really was. Whenever finances are involved, they usually round the money up or down into their favor. My favorite is the culinary youtubers who pose challenges and always round down the lowest number to the closet dollar and round up the higher number to the closet ten or hundred dollar place.

https://www.youtube.com/watch?v=crUTaTP4dBM

Then you have situations that just happen due to repeated exposure. For example, the whole flat earth debate and all that went along with it. Would people really be questioning their beliefs if this information weren’t being thrown at them on social media? Maybe. But probably not.

https://www.bbc.com/reel/video/p07h3yc0/flat-earth-how-did-youtube-help-spread-a-conspiracy-theory-

As a business you should always fact check posts. As a best practice you can include references when publishing material that is written in house. Also, make sure that jumping on a trend the moment it happens is not part of the long-term goals. Instead only when a trend fits into your business model customers should it be considered.

[jpisarski]

A Social Media Consultant Should Be......

I was asked what, in your view, are the most important qualities for a social media consultant to have?  I think it means that you are professional, helpful, and able to solve problems. Since this is how most tasks and considerations should be handled.

As with any job being professional is important. You should always treat the customer with respect by reaching out regularly, attending meetings on time, and making sure to reach deadlines. If at any time that cannot be done, then you should reach out and explain why.

If the company is bringing in a consultant, it typically means they do not have someone on staff who knows how to complete the necessary steps. This means the process is an opportunity for learning on both parts. Instead of breezing by the reasoning or options you can use it at as teaching moment and explain your thought process.

 Finally, a social media consultant must solve problems. How do I bring customers in? How do I keep them engaged? What can I do to give my customers support and a place to land on the internet? All the tasks that you do throughout the consulting process is to answer, guide, and sustain these questions.

[jpisarski]

I Couldn’t Sleep

Last Night I watched “The Social Dilemma” on Netflix, and a couple of unexpected things happened:

I watched with my eyes completely glued to the screen.

I got done and felt the need (with tears in my eyes) to have a mental health conversation with my 14 and 11-year-old boys.

I blabbed for at least 30 minutes to my boyfriend about what I just watched and why it sat so horribly inside me.

I could NOT get to sleep and ended up staying up an extra three hours after watching (for the first time in my insomniac prone life, not on social media). 

Why?

Because here were developers who had the best of intentions when working for a social media company who outright admitted to fearing big data and algorithms. When creating this collection method, there is no way to see every single danger and abuse. Suddenly, seemingly innocent things like a like button have turned into a vessel to carry mental health issues across nations. Not just small sectors but the world as a whole is being affected. Facebook groups used to sow the deceit of hate crimes and political unrest. Recommendations to keep you engaged and tuned into things that you like are now a catalyst for pushing agendas and potentially abusive content your way day after day, click after click.

It is not just affecting us at a personal level. It speaks to the change that needs to happen when a social media professional enters the workplace. It is a scream for reform that only society can bring. In my opinion, surveillance capitalism needs regulation. Growth hacking is an assault on our human rights. Positive intermittent reinforcement and small scale contagion experiments that affect our thought process should not be used on humans unless they are aware and consent. We NEED ethically developed technology by going back and fixing the old and starting fresh with the new. After watching the ending and hearing the suggestions, I am not 100% sure what regulation that should be. Honestly, it is not up to me. It is up to someone to dig into the data and apply it against the economy, psychology, and lawmaking. However, I can take steps. I can spread the message. I evaluated my usage and started changing my behavior. I have influenced my children and boyfriend. I joined thesocialdilemma.com’s newsletter, and today I will be posting my concerns on social media. Tech industry please #DoYourJob at protecting my digital wellbeing. Why? Because it is the only platform I have. If the conversation cannot happen within the matrix, then we become the matrix.

[jpisarski]

The Problem and The Solution

I choose to review my phone activity for Monday, November 2nd, 2020. During which time, I spent 176 minutes on various social media platforms. The majority of this being on Facebook, Facebook Messenger, and YouTube. Which is just....to much!

I do have a somewhat unique factor to my internet use. My household (at my doing) recently implemented "blackout" hours, which are three times during the day which my children and subsequently me are not on technology. So I started running an experiment before prompting. However, I will be furthering this notion which more restrictions. This time usually includes getting ready for school/work, completing classwork (un-ironically online), catching up, eating dinner, and doing chores.

My plan was to go Facebook free today. However, shortly after my last posting on here I DROPPED MY PHONE. No crack. No visible damage. It just wouldn’t turn back on. So I ended up going totally phone free for 24 hours. I did allow myself Facebook Messenger on my computer for emergencies. Oh course one of my kids needed picked up from school. Justified! I also still watched videos on YouTube. I see the website/app more of an entertainment venue then social media platform. Which I know is not the norm.  Since I feel you can really get to know someone by snooping in their browser history I decided to share my playlist that I made that morning and am still working my way though.

https://www.youtube.com/playlist?list=PL7da3CiWFy7nbxB0oy2eIlDnQvI1Z-BGz

During my phone free day I ended up getting a lot of work, school, and house work done. I even shared what I had learned from the video and article mentioned in the previous post with my boyfriend and kids. Which resonated with him as well and now we’re both closely monitoring our social media use and how that affects our relationships. I found myself a lot more calm and I didn’t find my mood swinging in one direction or another throughout the day.

Even though I got my new phone in the mail and setup, I decided to try and keep the feeling going. So I went through and set up my home screen to only include social media accounts and apps which make me happy. Everything else is hidden. I also turned off notifications for Facebook so I wouldn’t be prompted to go into the app unless I wanted to. It’s now been almost 48 hours and I still have yet to scroll through, post, or even open Facebook on my phone.

Will it continue? Probably not. But for now I’m enjoying the peace.

[jpisarski]

The Slow Descent to None

I hate Facebook!

I had been trying to figure out why and when it happened. I knew I wasn’t leaving the app and feeling good about myself anymore. I knew I had no motivation to do more then repost. Buy why? What was bothering me to the point of using such a strong word as hate? Then I watched Max Stossel's video (below) and read "Before the Internet" by Emma Rathbone (http://www.newyorker.com/magazine/2017/06/26/before-the-internet) for class. The dots began to connect. I realized that social media does influence my daily life. It was negatively affecting my relationships, communication, and mental health.

Just like Max shared I have a good feeling side of the internet and a bad feeling side. 

 Good Side

Instagram

YouTube

Phone/Messages

Pinterest

Facebook Messenger

Amazon Music

Bad Side 

Facebook

Amazon

Amazon was easy to ignore. If I didn’t have the money to shop then I just didn’t go on. If I had a hard time fighting the urge I would shop but then save the item for later. When finances allow I let myself have something I want and something I need. So far it’s been working.

So, how did having Facebook constantly available affect my life? I disengaged. I felt like I wasn’t keeping up with the image I wanted portrayed. I felt stuck in the middle of debates. I only wanted to share the good things. Because of an on-going legal battle I felt edited and controlled. I was being bombarded with political debates and race issues. I saw my family spread apart even further as stances of who should be the next president became the only thing they could hear or see. My Facebook feed was 90% stuff that made me feel like shit and 10% funny memes. 

One of the reasons I started up a quarantine hobby (embroidery) was to escape the bad.  It was an intentional choice about my use of technology. Having a physical task that requires both hands to stay on task removed me from social media and my phone. As my interest in going offline became more overwhelming I found less reason to check my timeline, post, and like other posts. The reason why I started to hate Facebook is because I saw it for face value. I understood what Max said. I could feel what Emma was talking about. It was time to take back what the UI developers were forcing (because of higher ups) down my throat. It was time to really see the world. To create with embroidery floss the things that made me happy.

If you’d like to see my embroidery work so far please feel free to visit my Instagram: https://www.instagram.com/sanitystitcher/

[jpisarski]

About Me

I have a passion for product, project management, and instructional design. There is nothing more thrilling than seeing something to completion within the timeframe, budget, and specifications you helped set forth. However, that was not always the case. Let's talk about my past, present, and future.

Past

I received an Associate of Arts (A.A.) from Mid-Michigan College in 2006, studying Secondary Education. However, teaching wasn't my destined path. In 2010, I became an accidental instructional designer (ID). By chance, I came across a posting that opened my world to the joys of teaching adults. I dove in headfirst, learning anything and everything I could, writing, and sharing my experience along the way. I decided to go on an adventure in 2014 and continued my path in South Dakota. After five years of experience and sharing, I was contacted by a software company to provide my recommendations for building up a customer community base online. I shared the vision and passion with upper management, so in 2015, I became a Community Manager for the company. Although all of this may seem disconnected, my path has made me a well rounded and knowledgeable project/product manager.

Present

I currently work as the Vice President of Product Manager for a training solutions provider. I have been with the company for three years and love to continue to grow my knowledge and passion. In 2020, I decided to return to Central Michigan University to finish my Bachelor of Science (B.S.) in Business Administration. While studying my major, General Business, I'm working on a concentration in Applied Business Communication. Central Michigan University was my first choice since it's a local college noted for its business degrees from which my father and sister are alumni (1986 and 2017, respectively).

Future

In the future, I plan on continuing my work in the adult education field. I've come to enjoy product management and hope to continue managing training implementation. I've seen the most success in technical training; however, I've also served the manufacturing, medical, and hospitality industries. After college is complete, I plan on continuing my education by completing a Project Management Professional (PMP) certification from the Project Management Institute.

Blog Goals

By maintaining this blog I hope to share my process of social media evaluation and other marketing tactics with students, professors, and marketing industry leaders.

I feel like Hot Topic is a great example of the fundamental cycle of collaboration. Hot Topic knows the purpose of the store is to bring together people who like similar products together with product makers (purpose). They provide the opportunity for style influencers to participate in campaigns (contribution). They’ve allowed changed and transparency by running contests which provide products that community members have created or agreed upon. My personal favorite was the Rick and Morty T-shirt design from 2017.

https://www.instagram.com/hottopic/?hl=en