Purpose Driven Campaign

While some may think that a purpose driven campaign distracts from the economic role of business or that its a way to distract and preempt government watch dogs, I disagree.  A purpose driven campaign can have many benefits for the constituents and the company.  Not to mention, the global community.  Forward thinking companies engaging in purpose driven campaigns can experience increased productivity, better employee morale, innovation, brand buzz, talent recruitment, retention, risk management, lower marketing costs, and influence but most importantly, fun.  When you are making a difference in the lives of others, it feels good and fosters happiness and creativity.  Constituents also benefit from the fun factor.  Forward thinking companies typically represent a philosophy, culture, or experience. Proctor and Gamble is an example of a company where each brand has a purpose.  For instance, Campbell's soup has a new product called Nourish soup.  It's a shelf stable soup - a nutritional food aid to fight the world hunger issue.  This certainly gets attention; at home and globally. 

The Value of a Linkedin Profile

I currently have a Linkedin profile.  I originally joined Linkedin  because I went to work full time and felt the need to start building my network.  Needless to say, I haven't optimized the many opportunities in provides.  After learning more about it in my social media class, It's time to get to work! (so to speak!)  


There are many reasons to use Linkedin.  Managing and controlling my professional identity is primary.  It also provides avenues for connections, knowledge about careers and companies, discussion groups with experts, and a way to connect my blogs, website, or other social media that I use now or in the future.  Posting updates and communicating with my connections hasn't been a priority.  Primarily because I haven't pursued building my network. Although I belong to one Linkedin group -   Sustainability Professionals, I've been more of an observer than a contributor. 


Moving forward, I am going to update my page and actively engage in building my network. There are advantages to doing this and I look forward to learning more about the possibilities and trying them out. 

Twitterers to Follow

Well,  I've decided I need to try Twitter.  I think it might be a great way to follow a variety of sustainable interests.  I'm starting with 3 different venues:
Green Energy News is a source for news and eco friendly products.  It's a global news and product resource.   http://www.renewable-energy-news.info/
Kate Galbraith is an energy and environment reporter for the Texas Tribune.  I liked her tweets because they have a relevance to Texas. http://www.texastribune.org/
SustainableMag is part of Sustainable Media - This company is a business resource for leaders of the new economy.  The tweets are broad in scope - energy, recycling, banking, best practices to name a few.  They are also global.  http://sustainableindustries.com/
These twitterers will give me distinctively different insights into sustainability issues and resources.

Multi-Generation

I spent Sunday afternoon visiting with two young friends.  The friends happen to be brothers that are members of the 9/11 Generation.  This generation is the newest one to be identified.  These are people born after 1990.Their life has been affected by war and uncertainty.  They aren’t as optimistic about the world as the generation above them (Y, Millennials, or the Net generation). Some are quick to recognize this group, others lump them with the millennials.  What they have in common with the Y is that they have grown up with technology and are very comfortable with it.   Me? I’m a very young baby boomer that sometimes identifies more as an old gen X.

We talked for a long time about how we each use social medial.  It was actually more of a discussion about how we communicate.  Facebook gave us some common ground.  I spend the majority of my time on Facebook keeping up with family and friends . . .many of those quick conversations you’d love to have on the phone but just don’t have time for.  We even arrange times to have actual phone conversations on Facebook. I’ll check out a philanthropy or business someone is interested in.  I’ll even look at the ads and what my friends like.  But, it’s by no means my only source of information.  The 9/11s are keeping up with friends, with no actual conversation.  Facebook is a great place for them to ask questions about schoolwork or learn about new interests like bands. Interestingly enough, one brother had several Facebook friends while the other not as many.  This is related to their personalities and interests. Facebook provided a reliable source of information to them.  They trust their friends’ opinions.  

Texting was the biggest difference between us.  It’s their main form of communication.  They don’t use the phone or email or have very many face -to -face conversations.  They have the fastest fingers I’ve ever seen!  Texting is great for a quick reminder. I prefer a real conversation so that tone and engagement is evident.  It’s part of forging and nurturing relationships.  While they admitted it was more difficult to have a genuine relationship through texting, it didn’t bother them enough not to text.  I found myself wanting to learn how to text faster, to save time.  I think there is a happy medium.

I was surprised the brothers still email; although, it’s used primarily for school or to have other on-line accounts.  Most importantly, they use it to keep up with the older boomers and traditionals – aka their grandparents!  I must admit, I find myself using email for work and business.  It’s very rare these days to exchange email between friends.  We leave that for Facebook.

Different generations will require different types of social media engagement.  The 9/11s are taking in a much as they can through Facebook.  The use of videos and YouTube is huge.  It’s seems to be one of the best ways to connect with them.  Young boomers are becoming the fastest growing Facebook users.  The more places we are given to connect on Facebook and engage the more proficient and interested we’ll become. 

While the generations are distinct, the technology gap is narrowing.  Business will have to be smart in choosing the appropriate social media to reach their audience.  Currently, Facebook is a place to reach multiple generations.  The challenge comes with how it’s used. Posts focused on specific generations – perhaps kudos for jobs well done for baby boomers, opportunities for community involvement for Gen Y, and product and informational searches for Gen X.  Because of different ages of friends, posts get exposure to multiple generations.  Kind of the cross training of Facebook?!  We all learn from one another and begin to close the technology gap – exciting! 

Online/Offline Media

     Charleston Parks, Randomhouse Buzzers, and Sea World used or are using social media campaigns to educate and engage patrons about their companies.  The goals of all three campaigns are to drive business to the company.  Even though Charleston Parks is a non-profit, the end result is to have interested people donate to their cause.  Randomhouse is creating reading awareness among teens while SeaWorld targeted a roller coaster audience to announce the Atlantis and drive business to the park.  All three appear to be successful in targeting their markets, engaging their customers, giving them something in return for participating on their site and ultimately driving business to their companies or organization.
     Randomhouse Buzzers was a little difficult to understand at first blush.  I actually went to the Facebook page to have a better understanding of what the group is.  They also use Twitter allowing for authors and members to quickly exchange thoughts - effective for this audience.  Charleston Parks has further outreach including Facebook, Twitter, Flicker, and YouTube.  I couldn't find them on Foursquare even though it was listed.  These platforms appeal to a wide range of constituents and help display the parks and their events - pictures and videos speak volumes for this organization.  Of course you would want to support them after seeing them!  SeaWorld was much more specific in identifying their target blogs.  As the case study shows, the blogs were very effective in driving coaster enthusiasts to the park at  a much cheaper cost than traditional marketing.  They were also able to measure the ROI - something that is difficult to do for social media.
     Each campaign used video or pictures that could easily be shared.  They connected to Facebook and Twitter.  Visitors were invited to engage in something specific - to take action.  For this action, they were given something in return.  RandomBuzzers members earn bucks  to purchase books, bloggers and coaster enthusiasts were invited to attend the Atlantis media day, and park angels have opportunities to give back to the community and learn gardening tips.  The call to action can easily move patrons from participating online to participating hands on in the chosen community. Social media elements that engage patrons and call them to action helps educate communities and drive business.
 
 http://www.charlestonparksconservancy.org/home/
http://www.randombuzzers.com/
http://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.htmlhttp://overtonecomm.blogspot.com/2008/04/case-study-roi-of-social-media-campaign.html

Video Statement

 Social Media inhibits face-to-face communication skills.  Social medias are inhibiting face-to-face communication skills. This is particularly true with college age and young adults.  Social media has its own abbreviated language that isn't conducive to clearly expressing oneself in the written word or in face-to-face communication.  Many young adults spend the majority of their time communicating via Facebook, Twitter and other social media.  This doesn't leave much time to practice actual verbal communication that includes a certain amount of etiquette.  Employers comment that many young applicants simply don't have the social skills needed to participate in a business setting.  Professors note that written and verbal skills are lacking in students and in relationships.  It's also interesting to note that some young adults are troubled by this as well.  As people begin to realize that face-to-face communication is important for establishing relationships, they will begin practicing or find help to learn those skills.  Recruiters, employers, professors and older adults can help younger adults understand the necessity of practicing all types of communication. Peers that are securing jobs and having effective relationships built on face-to-face communication will influence their friends. Social media should be a compliment to face-to-face communication.  Check out the following messages to learn more about how social media inhibits face-to-face communication skills.


A Teen Speaks
http://www.slideshare.net/CEP810/group-2-technology-and-social-skills-1588209
You tube - Social Networks and Communication Skills
Social Networking hurts the communication skills of college students
Teen's letter to the editor
You tube - Where's the communication?