Social Organization

Weekly Digest Vol.23 (2012)

Содержание 10 Fresh Tips for Community Managers ....................................................................................................... 1

Who should “own” social media within an organization? ............................................................................ 3

3 key tools for tracking social-media interactions ........................................................................................ 4

5 Rules of Social Media Optimization (SMO) ................................................................................................ 5

Сбербанк создал интернет-ресурс для выявления причин сбоя в обслуживании карт ....................... 6

7 Ways to Keep Your Crowd Grinning ........................................................................................................... 6

Social Organization

10 Fresh Tips for Community Managers АВТОР: Jolie O'Dell ДАТА ПУБЛИКАЦИИ: April 13, 2011 ИСТОЧНИК: http://mashable.com/2010/04/13/community-manager-tips/ АННОТАЦИЯ: в статье автором предлагаются десять нестандартных советов для комьюнити менеджера, которые уже имеют опыт построения сообществ, управления ими, борьбы с троллями. Данные советы пригодятся уже профессиональным руководителям.

Most community managers are well-versed in the basics of social media engagement. We all know how to deal with trolls and how to create conversations. Here are some interesting and unorthodox bits of advice for the expert community manager — that tireless social media junkie with oodles of personality who’s trying to balance marketing-driven execs with ego-tripping power users while still trying to maintain some semblance of a personal life.

Community managers, feel free to chime in with your own best practices, oddball stories and lessons learned and words of wisdom for the newer folks in your ranks.

1. Get Zen Community managers have to have the unflappable calm so often seen in the mothers of

multiple young children. Let the juice spill, the finger paints fly, the toddler scream. All is well. Develop your sense of humor and realize that 1) very few things that happen online are ever a big deal and 2) everything on the Internet is eclipsed by something else within a few minutes. Be sure to explain these concepts to your supervisors and reports, as well.

2. Leave Users Alone So often, we jump in too quickly when a conversation we’ve started might actually need to

simmer for a few hours without our intervention. People need to go off topic, trolls need to be smacked down by power users, sidebar chats need to occur, often without direct comment from within the organization. No one likes the idea that they’re being monitored all the time. Besides, if you’re like most community managers, you could use a break from the 24/7 social media addiction you’ve been nursing for the past couple years.

3. Stop the Marketing You’re here to serve and support, not sell. You do represent the brand, but you’re not a

promotional vehicle — and neither are your forums, comment threads, Facebook Wall, BBS, Twitter stream, email lists or other channels of communication you control. If someone in your organization thinks otherwise, correct them immediately; doing so will protect the integrity, trust, openness and fun in your community.

4. Be Yourself An online community manager is so much a human extension of a URL that any clash

between personality and brand image is not only a challenge — it’s an insurmountable obstacle. Once you know you are a fit for your community, that you represent its mores and aesthetics, be as

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comfortable in your own skin as you can possibly be. Don’t lapse into corporate-speak, and don’t be overly concerned about professionalism. Leave that part to the Poindexters who don’t have to herd cats in the wild.

5. Listen Less It’s counterintuitive, but when we get so many channels for communication and each

channel is filled to overflowing with user-generated signal, it stands to reason that we won’t be able to “listen” to all the feedback we’re getting from users, let alone respond to it all. Pick and choose what you listen to and whether you need to respond. Ignore those five tweets complaining about a small feature change. When users really start screaming and you actually need to make changes, you’ll know.

6. Show Your Face As the designated “face” of your brand and community, you should be engaging in a text-

based context with your users, absolutely. But if you’re working in the world of social media, you also have a responsibility to show up physically in certain contexts. Whether you’re staging a live meetup or an MMO video chat, you and other brand ambassadors should be literally visible. It’s not 1994; you can’t hide behind a screen name.

7. Level the Playing Field Power users can be amazing resources; they can also be intimidating, arrogant and overly

entitled. Make sure your big-deal users know that their contributions are valuable, but also be sure to treat quieter users with the same respect, even encouraging them to come out of the woodwork when it’s warranted. You should be using your influence to get the same amount and quality of interaction from all your users, not just pandering to the ones who make your job easy.

8. Be a Delegation Ninja

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Who’s your best commenter, the guy who’s always online, always appropriate, always on-target? Make him your comment moderator. Is a power user in your community continually reaching out to welcome new members? Make her the Noob Ambassador. Find someone who really loves the brand to run a contest. Give your biggest advocates training, guidelines, responsibilities and perks; the extra time will allow you to find other ways to grow your community.

9. Stop Inviting People Community isn’t a game of numbers. New user registrations can be great to show off to your

execs, but be sure you’re getting the right kinds of users. You want to find people who are truly passionate about your community’s focus and who want to contribute interesting, unique content. New users who don’t care about that focus will quickly fall off, and attrition is a numbers game you definitely don’t want to play. Instead, focus on slow and steady growth among those who are most likely to be true fans.

10. Get Offline-Friendly Tools Just because your sites are optimized for uptime doesn’t mean you should be. Test any tool

you can find that will allow you to do your job while offline. Whether it’s scheduling tweets to go out in a few hours (or days) so you can take a nap (or a vacation), automating certain kinds of email responses or getting some new mobile apps to check your stats while on-the-go, most community managers need better tools for getting away from the desktop. If you’re a community manager and you’ve found great ways to take your work offline or automate your processes, we’d love to read your recommendations in the comments.

Who should “own” social media within an organization? АВТОР: Natalie Cowen ДАТА ПУБЛИКАЦИИ: 16 July 2012 ИСТОЧНИК: http://econsultancy.com/uk/blog/10335-who-should-own-social-media-within-an-organisation АННОТАЦИЯ: в статье обсуждается, кто в организации должен «владеть» созданным сообществом, кто несет ответственность за его формирование и управление. Автором оценивается роль различных структурных подразделений в формировании различных сообществ.

It’s a mark of how far businesses still have to go when a 10 second search trawl brings back literally thousands of articles still agonizing over which department should take ownership of social media.

After a (highly unscientific) click through the first few pages of Google, I found about 60% of the results ended up saying it was best aligned with a marketing skill set, around 30% pointed out that really it was customer services that knew most about dealing with individual enquiries. The remaining 10% put forward a more “enlightened” approach by claiming that social media was so fundamental to the future of business that it had to start with the CEO and work down from there.

I agree with every one of these, the real value that brands add to a community is through content, this is natively a part of marketing, real conversations should always be between real people and our customer services team is great at that. And yes, the future of all media is social, and having a CEO that gets this is enormously important. What very few of the articles seemed to get is that whilst I agree with every statement above, the customer doesn’t care one bit, at all, in the slightest.

The audience doesn’t look at which department owns a social property, they go there for their own reasons, whether that’s convenience, re-assurance, exclusivity etc. The key element when it comes to “ownership” is that people’s reasons for investing time in a brand’s social media presence are defined entirely by the engagement that takes place there.

The owner of a social property has to be the best placed person, or group of people to deliver that experience so, for example in our case the social media newsroom and press-focused Twitter presence is owned by the PR team whereas the Facebook presence (where, due to the legalities involved, we avoid engaging in discussions about customer’s personal accounts), is driven and guided by the marketing and brand teams, but the responses carried out by Digital Support – here they engage conversationally and cover customer issues/service where appropriate.

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There’s a clear set of criteria that define when a Facebook post needs elevating and this applies to both the PR and Marketing “owned” properties. If anything, “ownership” should be about being responsible for making sure the customer’s experience is seamless.

From a strategic point of view obviously, this adds a layer of complexity, particularly when it comes to aligning departmental goals but again – goals shouldn’t be about the department, they should be about the customer and improving his or her experience.

So despite the obvious (and sometimes compelling) arguments for social media ownership within an organization sitting with one department or the other (or even an individual), there really is only one person who can own social media for any company, and that’s the customer.

3 key tools for tracking social-media interactions АВТОР: Shama Kabani ДАТА ПУБЛИКАЦИИ: 16 July 2012 ИСТОЧНИК: http://www.bizjournals.com/bizjournals/blog/socialmadness/2012/07/3-key-tools-for-tracking-social-media.html?page=all АННОТАЦИЯ: автором приводятся три основных инструмента комьюнити менеджера, которые помогают в управлении сообществом, отслеживании его активности и облегчении популяризации сообщества среди его потенциальных участников.

Succeeding in social media means taking full advantage of the feature that sets the medium apart: the ability to engage and interact with fans and followers. However, keeping up with interactions across multiple social-media platforms can make an already time-consuming endeavor seem overwhelming.

Here are three must-have tools for anyone who wants to make tracking social media interaction a bit less complicated. URL shorteners

URL shortening services, such as Bitly and TinyURL, offer a number of benefits to assist your social-media efforts. For one, they take long, cumbersome URLs and shorten them into smaller ones that are easier for users to remember and share. Plus, these shortened URLs are invaluable when you need to include links into space-restricted social media posts, such as Twitter’s 140-character limit.

Beyond just shortening links, however, many of these services also provide analytics. You can see how many times your shortened link was clicked, where source the traffic came from, and when your link was most popular. Social-media dashboards

Dashboards are another great source of information when tracking your company’s social-media interactions. These services offer a complete suite of tools that can cut through the clutter to help organize and streamline your efforts, including the ability to monitor multiple social-media accounts at once.

Popular services such as HootSuite and TweetDeck, also give you the option to schedule tweets and Facebook posts. They also allow you to track, monitor, and even respond to comments, replies and mentions across various social media platforms, making it easier to keep up with and quickly respond to your followers’ interactions with your brand. Google alerts

Not all online or social-media mentions of your brand will take place on your own social-media pages. By setting up and monitoring Google Alerts, you can be notified via email any time your company’s name or keywords are mentioned anywhere on the Internet, including in social media, articles and blog posts. One of the biggest benefits of Google Alerts is its simplicity and automation -- simply set up the words or phrases you wish to monitor and it takes care of the rest. There’s nothing else you need to do.

To start with, it’s a good idea to set alerts for your company’s name and shortened versions of its name (e.g. “Coke” as well as “Coca-Cola”), the names of products or services your company offers, and specific keywords related to your company. You may also decide to set up alerts for competitors’ names.

Social Organization

5 Rules of Social Media Optimization (SMO) АВТОР: SEOnews ДАТА ПУБЛИКАЦИИ: Октябрь 2010 ИСТОЧНИК: http://rohitbhargava.typepad.com/weblog/2006/08/5_rules_of_soci.html АННОТАЦИЯ: в статье рассказывается о новом направлении - оптимизация под социальные медиа и основных правилах, которые уже сформированы для привлечения на сайты аудиторию через социальные сети, блоги, подкасты, видеокасты и специализированные поисковики, чтобы получить оттуда трафик. В ссылках, указанных внизу статьи данные правила периодически обновляются. В настоящий момент их уже 16. Есть ссылка с переводом на русский язык.

For years now, Search Engine Optimization (SEO) for websites has been honed into a fine art with entire companies devoting considerable effort to defining best practices and touting the value of SEO for raising a site's performance on organic search listings. While I believe in the power of SEO, there is a new offering we have started providing to clients which we call Social Media Optimization (SMO). The concept behind SMO is simple: implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs. Here are 5 rules we use to help guide our thinking with conducting an SMO for a client's website:

Increase your linkability - This is the first and most important priority for websites. Many sites are "static" - meaning they are rarely updated and used simply for a storefront. To optimize a site for social media, we need to increase the linkability of the content. Adding a blog is a great step, however there are many other ways such as creating white papers and thought pieces, or even simply aggregating content that exists elsewhere into a useful format.

Make tagging and bookmarking easy - Adding content features like quick buttons to "add to del.icio.us" are one way to make the process of tagging pages easier, but we go beyond this, making sure pages include a list of relevant tags, suggested notes for a link (which come up automatically when you go to tag a site), and making sure to tag our pages first on popular social bookmarking sites (including more than just the homepage).

Reward inbound links - Often used as a barometer for success of a blog (as well as a website), inbound links are paramount to rising in search results and overall rankings. To encourage more of them, we need to make it easy and provide clear rewards. From using Permalinks to recreating Similarly, listing recent linking blogs on your site provides the reward of visibility for those who link to you

Help your content travel - Unlike much of SEO, SMO is not just about making changes to a site. When you have content that can be portable (such as PDFs, video files and audio files), submitting them to relevant sites will help your content travel further, and ultimately drive links back to your site.

Encourage the mashup - In a world of co-creation, it pays to be more open about letting others use your content (within reason). YouTube's idea of providing code to cut and paste so you can imbed videos from their site has fueled their growth. Syndicating your content through RSS also makes it easy for others to create mashups that can drive traffic or augment your content.

There are many other "rules" and techniques that we are starting to uncover as this idea gets more sophisticated. In the meantime we are always on the lookout for new ideas in Social Media Optimization to encourage even better thinking. Perhaps we may even see the rise of entire groups or agencies devoted to SMO in the future ... Jeremiah Owyang has added Rules 6 and 7 Cameron Olthuis has added Rules 8, 9, 10, and 11 Loren Baker has added Rules 12 and 13 Lee Odden has added Rules 14, 15 and 16 Ilia Rabchenok has translated the rules into Russian

Social Organization

Сбербанк создал интернет-ресурс для выявления причин сбоя в обслуживании карт АВТОР: CNews ДАТА ПУБЛИКАЦИИ: 13 июля 2012 г. ИСТОЧНИК: http://corp.cnews.ru/news/line/index.shtml?2012/07/13/496439 АННОТАЦИЯ: описание нового краудсорсингового проекта Сбербанка

Сбербанк запустил краудсорсинговый интернет-ресурс для выявления причин технического сбоя, который 6 июля привел к перерыву в обслуживании банковских карт. Ресурс создан в корпоративной социальной сети Yammer. В рамках созданного ресурса «Сбербанк» приглашает специалистов принять участие в профессиональной дискуссии по выявлению причин произошедшего сбоя. Чтобы принять участие в дискуссии, нужно заполнить форму регистрации. После этого участнику придет персональное приглашение на его электронную почту. Краудсорсинг — это инновационный метод решения сложных задач, основанный на использовании «коллективного разума» и современных технологий и активно применяемый «Сбербанком». «Опыт “Сбербанка” наглядно свидетельствует об эффективности краудсорсинга, — отметил старший вице-президент «Сбербанка России» Виктор Орловский. — Несмотря на сложность задачи, убежден, что опыт и профессионализм коллег, которые примут участие в дискуссии, помогут найти верный ответ на поставленный вопрос». Напомним, что, по данным «Сбербанка», 6 июля обслуживание банковских карт было приостановлено в связи со сбоем в работе базы данных процессинга на платформе Oracle. Также недоступен был и сервис интернет-банкинга. Общее время простоя системы составило 3 часа.

7 Ways to Keep Your Crowd Grinning АВТОР: Jessica Kornfeind ДАТА ПУБЛИКАЦИИ: 10 июля 2012 г. ИСТОЧНИК: http://dailycrowdsource.com/crowdsourcing-training/tips/1195-7-ways-to-keep-your-crowd-grinning АННОТАЦИЯ: в статье приводятся необходимые условия для того, чтобы сообщество было «счастливым», т.е. позитивно настроенным, поскольку это является необходимым условием для продуктивной работы, отсутствия конфликтов и получения реальных результатов.

When I joined my company, a crowdsourcing platform, I was new to how crowdsourcing works. But I jumped right in and learned a lot in a short amount of time about how to best work with our crowd of over 30,000 graphic designers. Here are a few key points that I've learned about keeping a crowd happy: Find a way to connect. Where is your crowd most active? For us, it's Facebook. We've created a special group for our designers that gives them an area where they can chat about design or our website. Since our crowd is international, this is a great way to bridge the gap over time zones and cultures. Encourage. Our designers have created their own country-specific support and networking subgroups for themselves, and we support them by promoting their subgroups on social-media. Listen. Our crowd tells me when something's going wrong, and they also like to share their ideas. We've been able to develop great improvements on our website thanks to their dedication. Respond. Be sure to listen before you respond. If they have a great idea, tell them you appreciate it. If there's an issue, find the best way to solve it. Let the people in your crowd know that they really do matter to your company and they're not just a number. We take this a step further and send thank you gifts to members of our crowd who have gone the extra mile with feedback and participation. Never hide anything. I see a lot of companies delete comments posted by their crowd members on their social-media pages. This is a big mistake, and one of my biggest pet peeves. Never delete comments your crowd members have posted, unless they are dangerous and/or threatening. Removing a post immediately makes everyone think that you're hiding something.

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Be yourself. Who wants to talk to a robot? I have become virtual friends with many of our designers. I'm now able to speak with them on a common ground, and I'm successfully building a rapport with them. I know that if there's an issue with a crowd member, I can go to them directly and they'll respond well to what I have to say, because I've earned their trust. They know that I have their best interest in mind. Put yourself in their shoes. This is the biggest key to a successful crowd. Here's an example: Whenever one of our projects is overdue, the crowd members who participated get frustrated. For some participants, working in a crowd is their sole source of income. Being able to take the time to see a situation from the crowd's perspective, I am able to communicate more clearly and at times, sympathetically. If you relate to your crowd & have common ground, they will give you great feedback, and they'll love to see you implement their ideas. Isn't that what crowdsourcing is all about?