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Margie Clayman

Sorry, but I’m not taking sides

by Margie Clayman

We’ve often talked here about what it takes to reach that pinnacle of success in the online world that so many strive for. Over the last few months, and after a lot of observation, it seems like ultimately, to “take it to the next level,” you have to be willing to run some people over.

There are a couple of reasons for this, probably. First, running someone over, say, in a blog post, is almost assured to get you a lot of traffic. If I sat here and stirred a rumplebutt against any well-known person, I would be sure to get a lot of traffic and a lot of comments. My name would pop up everywhere. I could write a post naming all of the things I’ve seen in the online world that have driven me bonkers and have made me want to gnaw my arm off. I could use names to write that post to really make sure I was getting attention. I could link to posts that I thought were stupid and I could say that that author was clearly off their nut. I could do all of that.

And you know what – it would probably make this blog site skyrocket.

Isn’t that sad?

The red team and the blue team

The longer I stay online, the more various teams and alliances become apparent to me. In my particular case we’ll call them the red team and the blue team. I met the red team first. These folks talked to me and supported me well before most folks on the blue team did. I didn’t even know there were teams when the red team started talking to me, in fact. I was just feeling darn skippy that this online thing was in fact resulting in me being able to communicate with people (there was some question about that for awhile). As I started to meet new people and learn about new blogs, I started feeling like the online world was Sir Thomas More’s Utopia come true. Then one day, I signed into Twitter and saw a red team member and a newly defined blue team member having an epic brawl right there in the public stream.

Oh. That was an eye opener, my friends.

Undeterred, I continued to meet people, and still do. But as I do, I notice that they tend to be affiliated, loosely or tightly, with one team or the other. And it’s becoming easier and easier to see where those lines are.

The hazing

A lot of teams and organizations have a sort of hazing process you have to go through to gain acceptance. Back when I was in college a new frat member was stupidly invited to walk through a glass door to get in, which he proceeded to do. It seems like the best way to really solidify your place on one online team or the other is to write a post totally deboweling a person from the opposite team. This can be done with a call-out, calling BS, or other such. You’ve seen these posts, no doubt. Now you can also write a super nice post about someone on the team you want to be affiliated with, but that doesn’t always get you as far. If you’re willing to “be brave” and call someone out on your blog site, you get a lot more notice and positive feedback.

As I have said before here, I remain unaffiliated.

The really tragic part

The sad part of all of this is not that I will probably never achieve the same kind of Twelebrity that team members do. I mean, that’s pretty sad. Being mean to step up in the world is crap. At least in my opinion. But the really sad thing is that most of these folks on these juvenile teams are utterly brilliant. They all have great ideas. And you know what else? They all have great hearts. They are all kind. The support and friendship I have gotten from both sides of this ridiculous divide has been stunning. And yet there is such vitriol that I feel I am betraying some folks merely by talking to other folks.

The last time I witnessed something like this to this extent – fifth grade. FIFTH GRADE, people. And many of you are in your 30/40/50s. Many of you are respected business owners. Many of you have kids for whom you are setting an example (because if you think they don’t see how you act online, you are CRAZY).

So I’m calling you all out. There are better ways to communicate. There are better ways to set the bar high than to invite controversy, name-calling, bashing, and other things that this current online environment propagates. All individuals who participate in this kind of garbage are to blame. Both teams are guilty of making the online world a little bit more stupid and immature. Both. It is not “brave” to call someone out on a blog site that you know your supporters read. To me, that is more chicken than just keeping your mouth shut.

Don’t get sucked in

Maybe you don’t see these team divisions where you are in the online world. Maybe your red and blue teams are different from the ones in my experience. In any case, if you see teams developing or if you get an invite that says that if you write a super nasty post about someone you’ll be in like flynn, avoid the temptation. What no one seems to understand is that online badgering just makes you the badgerer look bad. It might get you to a more successful place from some perspectives, but you’ll be selling your soul to do it.

My soul is a little more valuable to me than some Twelebrity.

How about you?

Image Credit: http://www.flickr.com/photos/duncanh1/4549360274/ via Creative Commons

Filed Under: Musings

The good thing about the Girl Scout cookie boycott

by Margie Clayman

You’ve probably heard in the news lately that a few people around the US are calling for a boycott of Girl Scout cookies. These folks are upset because they feel that money from sold Girl Scout cookies is being used to fund horrible things like allowing transgender children to participate in Scout groups. They do not feel their money should be spent on such a disturbing facet of the Girl Scout experience.

Normally I do not touch issues like this on this blog but I can’t sit silently by and watch this one unfold, and there is a very simple reason for that. Lives are at stake. Lives have already been lost, in fact. What am I talking about? I’m talking about the lives of our young people who are transgender, gay, or in any other way “abnormal” by certain peoples’ societal standards.

So why is this Girl Scout cookie boycott good? Because it gives us some momentum to talk about this silent epidemic that is sweeping away far, far too many young people. It gives us a chance to dissect how these societal biases work. It gives us a chance to put the recent suicide of teenager Eric James Borges into a context that will create, hopefully, finally, a sense of urgency.

Who is was Eric James Borges

You might remember the “It gets better” movement that spread like wildfire across the internet. It was a brief window of time when the nation and the online world was focusing, with both eyes, on the increasing number of youths who are taking their own lives. Eric James Bourges created a video as part of this movement (you can watch it here). In it, he explains how his mother tried to perform an exorcism on him to eradicate him of his gay tendencies. He talks about being spit on, being beaten up, and being threatened. Despite all that had happened to him, he put out this message trying to help other people. But now we have lost him.

The devastating truth

Eric is not the first person we have lost because of this lack of humanity within our society. Check out these horrifying statistics about suicides amongst the LGBT community from a site called Laura’s Playground. Maybe you remember the story of Tyler Clementi, whose roommate videotaped Tyler in a gay encounter and then posted the video online. Or maybe you remember countless other stories that have surfaced over the last few years.

So now, against this backdrop, we have people who are asking us to boycott Girl Scout cookies because a few transgender kids, despite all of their pressure to not be true to themselves, despite all of society’s penchant for treating them like low-life scumbags, despite all of that, they want to try to participate in an organization that promotes being the best you can be and including everyone.

Don’t these kids have enough to deal with? Can’t we let them try to find friendship? Can’t we let them experience the things I experienced as a Girl Scout, like camping, hiking, learning how to read a compass, and learning how charity can come in millions of different shapes and forms? Can’t we let them have a little breather away from the bullying and misunderstanding they have to face? It seems some would answer those questions in the negative. No. We have to once again shine the spotlight on those who do not live the way we think they should live. The fact that they are children is irrelevant. Let’s boycott Girl Scout cookies because a few kids tried to have something fun happen in lives that are likely complex in more ways than we can grasp.

How much blood do we want on our hands?

The kind of ignorance, cruelty, malice, and ostracizing that we are seeing in this scenario is running rampant in our country behind a million closed doors, within a million classrooms, and with millions of witnesses who stand by and say nothing. How many jewels are we losing, jewels like Eric Borges who even in the pit of despair tried to reach out and help others avoid suicide? What kinds of strong people are we losing? What kinds of amazing people are we losing? And when do we finally say, “Huh…I think this might be a problem”?

To me, this issue is really not about Girl Scout cookies. It’s not even about Girl Scouts as an organization. It’s about a cancer in our society that we are allowing to eat away at not us, but at our children. Whether our children are victims or aggressors, the damage is being done.

Let’s use this opportunity to talk about this. Let’s use this opportunity to show our support to a group of young people who sadly often receives the exact opposite. Let’s use this opportunity to make a really positive change in how our society operates.

I don’t want to lose another precious Eric Borges.

Do you?

Image Credit: http://www.flickr.com/photos/hinnosaar/4373634220/ via Creative Commons

Filed Under: Musings

Your company is going to go broke using social media

by Margie Clayman

This thought has come up in about three different places over the last 24 hours or so, so I figured maybe I should talk to you about it in one place and get it out of my system.

Let me begin by painting for you a rather dire picture (yay!). Are you ready?

It’s one year from now, and your company is having to close and deadbolt the doors. The company is bankrupt. Your heart is broken and your mind is confused. How did this happen? You took in the advice that everyone gave you. You did everything the right way. You worked hard. You tried new things, some of which failed and some of which succeeded beyond your wildest dreams. You used social media the way all of the most expert practitioners told you to use it. You had tons of fans. You had tons of “likes” on your Facebook page. You, the head of your company, were extremely well-respected, maybe even admired, in the online world. In the words of King Theoden from Lord of the Rings, “How did it come to this?”

The answer is staring you in the face. Why is your business closing? You ran out of money. What were you not tracking while you did everything right in the online world?

If you said money just now, you are spot on.

The biggest lie is that social media is free

I still remember when social media as a marketing tool really started to take off. At the time, I was working as a media buyer at our family’s marketing firm, and already the chatter had begun about how this was going to change everything. It wasn’t just the power of this new suite of tools. It was the fact that they were all free. Instantaneously, all agencies, all other forms of marketing, and pretty much everything else were consigned to death. We don’t need you now. We’ve got the Tweeter thing. And it’s free.

Except, as we now know, social media is not really free, just like having a receptionist to answer your phone isn’t free. Having someone to monitor your inbox for you is not free (unless your family has really been brainwashed by you). Somehow, in all of the excitement created by the onslaught of these new tools, we forgot a very simple and basic business concept.

Time = Money

Let’s say that again. Time equals money. You pay people for their time. People pay you for their time. If you are spending time tweeting, it’s still time. If you are spending your time writing a blog post, it’s still time you are spending on the clock. If you are paying someone and they are doing that stuff for you as a social media manager, social media director, or community manager, you are still paying them for your time.

The platforms you use online may be free. Social Media – it’s not free.

I’d like to pay you everything I have. Keep the change.

Now, let’s talk about another pretty basic business principle that seems to have fallen by the wayside. Expenditures matter. You need a way to make sure that what you are spending does not exceed what you are taking in. Centuries of business have proven that this is a good path to follow. It is generally considered best practice to make more money than you are spending (I know, tell that to the US government).

Have you ever tried to sell someone your Twitter followers your business has accrued? How much money have you been offered for the fans of your Facebook page? What about comments on your blog? Ever had any offers to buy those? Did that ever work?

My guess is probably not.

So, your company has been paying someone x number of dollars a year for 2-3 years, let’s say, to run your social media marketing. They are reporting to you that they are engaging really really well with people. They have gotten 60,000 Twitter followers and your Facebook page is up to 5,000 fans. You’ve been really excited about this, but your company is now having to let that person, and everyone else, go. Why? None of those happy shiny metrics were actually putting money in your pocket, right? You were paying that person money and they were giving you multi-colored air in return. That’s not the lifeblood of most businesses. It’s all about the benjamins, as some wise philosopher once said.

Now, had you been aware of this, your situation could have been salvaged. You could have started asking questions like, “OK, but how many of our Twitter followers are buying from us?” “How many leads can we nurture that have their foundation in our Facebook presence so that we can turn those into sales?”

If you weren’t getting any buyers from these channels, if you weren’t making any sales, or only a small percentage of sales as compared to what you were paying your social media maven/jedi/expert/guru, you could have saved your company, just like King Theoden could have saved his people if he hadn’t let Grima Wormtongue and Saruman ruin his mind.

Hey, we all have problems.

There are Gandalfs out there you should listen to

Theoden King was saved in the end, to a large extent, by Gandalf the Wizard. Your company can be saved too, because there are some wizards out there that are telling you how to prevent this kind of catastrophe.

Talk to Marcus Sheridan about how to make sure your blog is helping you drive sales, for example.

Or talk to Olivier Blanchard about how to measure ROI (for social media or other marketing efforts) or read his book (not an affiliate link) if you really want to jump into this.

Let these wizards point you in the right direction. There’s no reason for you to keep losing money on your social media efforts, and there’s every opportunity, in fact, to improve your performance and thus grow. But more Twitter followers and blog comments is not the way.

Think about it?

First Image Credit: http://www.flickr.com/photos/runran/4094527770/ via Creative Commons

Second Image Credit: http://www.flickr.com/photos/williamcromar/5000421162/ via Creative Commons

 

Filed Under: Marketing Talk

Are you actually reading this?

by Margie Clayman

For a long time now, people have been preaching the “content is king” sermon. You need to have content to share. You need to have content to show your expertise. You need to have content to…well, you know all of the arguments.

I think the underlying assumption behind these arguments is that if you generate content, people will actually, ya know, read it. Thoroughly. Certainly before sharing it or commenting on it. But I am finding more and more often that people in the online world are actually not reading most of the things they respond to. In fact, it seems like most people these days are ready with a response and they are just looking for a good place to dump it, whether it’s 100% relevant or not. If you want to promote someone, you may automatically or without much thought promote a post of theirs. Whatever is at the top of their site. If you read a title and it seems to make sense to you, you promote the post and say it’s brilliant.

Only, what if what you are sharing is sheer and utter crap? What if your own credibility gets waylaid because people think you’ve lost that hamburger that makes you a full happy meal? Why are you talking about how awesome dogs are when the post was about mean women, for example? It doesn’t make much sense, right? And yet without carefully reading the content you’re sharing and promoting, this could very easily be you.

Women aren’t mean enough to win

I sort of fell into this conversation by accident. I wrote a post with the title, “Women aren’t mean enough to win.” My post actually railed against this kind of thinking, but a lot of posts have used titles akin to that and argued in support of the concept. I thought a bit of sarcasm could work in that scenario. I mistakenly thought that if people saw the title, they would go on to read the post before offering a comment or before sharing.

Oops.

When I first tweeted out the post, I got several responses from people who had clearly been scarred by mean women. I got responses that evinced a sort of shock that I would say that about women (thus proving my point about how dumb the argument is, but that’s beside the point). People responded that they agreed with me 100%, meaning they agreed that women really are NOT mean enough to win. A large majority of the first wave of tweets I got indicated that no one had read the post. They saw the tweet and responded immediately, not knowing what it was they were responding to.

That scares the boogers out of me, quite frankly.

Misinformation is behind every corner

Let me tell you a story. I was working on our company’s e-newsletter one day and I was writing about ROI. I was negating the argument that the ROI of social media is the same as that of your mother, an argument that was floating about the online world at a dizzying pace at the time. My boss/dad and my co-workers thought I had finally lost it. “ROI of your mother? Who would even say that? That doesn’t even make any sense! Take it out!”

And yet many people in the online world are now holding on to this refrain as if it is gospel. Why? Maybe because a person with a pretty big online following said it. Maybe because it’s catchy. Maybe because it makes you stop and think (even if what you are thinking is, “Huh?”).

This is how misinformation is taking over the marketing world. Marketers are joining the online frenzy and their priorities are all askew. Instead of trying to use social media to promote their businesses, they are using social media to get more followers…for themselves, in many cases. So, retweet what that person with the big following is saying. Comment with saccharine niceties on blog posts that you think will help further your cause.

Hey-we can do better than this. Right? Surely we can read. surely we can think for ourselves. Right?

It’s not just about journalism

A lot of people got nervous when it was announced that the Associated Press was going to start considering bloggers to be credible sources of information. “How do we know that what these bloggers are saying is true?”Well, the same goes for any division of knowledge you are studying digitally. One must continue to read and question. One must research and say, “Wait – that is not right.”

If you are not interested in reading content that you are sharing, it is not your followers who will suffer. It is YOU who will end up doing something that cannot be undone. Whether you’re relying on the automated tools of Triberr or whether you are simply reading titles without reading the full post, you are making yourself vulnerable to foolishness, a loss of credibility, and a tarnished reputation.

Are you still reading? Do you hear me out there?

Nod if you got this far. I’m crossing my fingers.

Image Credit: http://www.flickr.com/photos/mgifford/5024892224/ via Creative Commons

Filed Under: Marketing Talk, Musings

#WomenWednesday Women Aren’t Mean Enough To Win

by Margie Clayman

There is a neat documentary out that studies the phenomenon of girl-on-girl bullying. A movement developed around the documentary called The Kind Campaign, furthering the shocking concept that maybe girls (and women) could be kind rather than horrible to each other. Unfortunately, when you hear about girls fighting each other or girls bullying each other, society often takes it to the gutter and well…I need not say more. Suffice to say, it’s not taken very seriously sometimes.

All of this goes through my mind as I read posts and articles detailing how there aren’t as many female CEOs or female “social media mavens” because women just plain aren’t mean enough to win the game (whatever that game might be). I’ve read posts that explain, in a seemingly knowledgeable way, that women aren’t as good at self-promoting because they aren’t as self-centered as men are (once again insulting men and women at the same time, it seems to me). Women aren’t shallow enough to care about something as trivial as success. Women are too nice and loving to worry about those cold worky type things.

Are you getting a little throw-up into your mouth there? Regardless of your gender? Yeah. I sympathize.

Let’s take these point-by-point, shall we? Oh, get some Tums first if you need it. OK, good.

Women aren’t mean enough to win the game

First of all, what does it say about our society that we accept, without argument, that the meanest people are the ones who come out on top? Is that really REALLY true? Is it only possible to land on the top of the pecking order if you stomp everyone else down? Surely there have to be at least a few powerful people out there who won their success by, say, earning it. Maybe there are even people out there who became successful because they *helped* people.

Also, I’m not really sure that it’s fair to men or women to say that women aren’t mean enough. I’m all for equality, but let’s be honest hear. There are PLENTY of cut-throat women out there. Like woah. There are women who will cut down anyone in their way just to get more power or publicity. There are women who are more than happy to sell their soul to the devil to get to the top. And there are plenty of men who aren’t mean who I’m sure would like to enjoy a modicum of success. In short, this argument appears to be pretty stupid to me.

Women aren’t as self-centered as men and thus don’t like to promote themselves

I know plenty of men who are actually so much the opposite of self-centered that I wish, truly, that they would think more about themselves, for their own sakes. I also know plenty of women who start the majority of their sentences with I, me, or my. On chats like Blogchat in Twitter world, just as many women as men use the hashtag to promote their own (sometimes completely unrelated) blog posts. On Facebook, I’ve seen status updates from both men and women that begin with something like, “Look how awesome I am!” And they aren’t even joking when they say it.

I would also posit that promoting oneself is not the same thing as being self-centered. One can promote him or herself while maintaining a good grasp on the fact that the earth, not the individual, is the center of the universe (some light historical humor for those who have gotten this far). Women can promote themselves, as men can, and can also refrain from becoming obnoxious. I’ve witnessed it. It’s possible.

So, again, I find this argument about why there aren’t more female leaders to be radically dumb.

Women aren’t shallow enough to care about success

This argument always confuses me. Since when was finding success in life and work shallow? Since when was hoping to benefit from hard work trivial? I don’t think men or women who strive for success should be categorized as shallow. Now, there’s a caveat here. If “success” is all you care about, you might have some problems. If success to you is just the collection of fancy material goods that you don’t really need, you might run into some problems. However, these afflictions I think are experienced equally by both men and women.

Dumb argument.

Women are too loving to care about cold worky-type things

The image of the soft, warm, loving wife and mother who is only interested in making the home as comfortable as possible is 100% fine. I think a lot of women (like me) have lost a lot of the art that goes into those skills, and I think that’s sad. That being said, “worky-type things” are not beyond the reach of most women. Women, by nature, are not little cubes of sugar that will melt in the heat of a professional environment.

Also, I know plenty of women who use the feminine qualities (as defined by society) of being kind and affection to further their work. I think of women like Lisa Petrilli and Molly Cantrell-Kraig who use their big hearts to infuse their businesses and their work with a great energy. I know men who do the same thing, by the way.

Crap argument.

So what’s the problem, then?

We’re still left with one last question. If none of these commonly cited arguments for why there aren’t more women leaders have been consigned to the abyss, why AREN’T there more women in CEO roles? Why aren’t there more women classified on the social media a-list?

Well that’s the rub, isn’t it?

However, ending the issue with a simple, “They just aren’t mean enough” doesn’t fit the bill for me. Does it work for you?

Image credit: http://www.flickr.com/photos/worldbank/6080628851 via Creative Commons

Filed Under: Musings

Why Social Media Makes Me Feel Stupid

by Margie Clayman

One of my most favorite stand-up comedians is Eddie Izzard. He is deliciously irreverent while also emanating a sense of real intelligence, which is a combination I am particularly fond of. In his perhaps most famous show, Dress to Kill, Izzard talks about the European melting pot. He notes that when the European Union came together, the British were rather…slow to take part. Part of the problem was that the British simply didn’t want to learn everyone else’s language. They didn’t feel they should have to be able to speak French, German, Italian, and all other languages just to conduct business. Izzard quotes an imaginary British person saying, “There’s no way a person can hold more than 2 languages in their head at a time!”

To which Izzard retorts, “Then again, the Dutch speak about 6 languages and are also always high.”

This segment of his show was always amusing to me, but now that I am in the online world, it actually resonates a lot more. Over my year or so doing this blogging tweeting Facebooking thing, I’ve encountered tons of people for whom English is not their first language, and yet they write exceedingly awesome blog posts in English, predominantly tweet in English, predominantly update their Facebook pages in English, and converse in English at conferences.

Now, I, on the other hand, cannot return this favor in the least. For a very brief time I could speak decent Hebrew. For a semi-brief time I was semi-fluent in Spanish. Never did get a grasp on that whole Subjunctive tense though. And now that’s all gone pretty much. I didn’t feel I “needed” to take a foreign language in college, so I did not.

I really regret that now.

“But everyone speaks English”

I think that this is symptomatic of a really serious problem us Americans have with the world at large, and let’s face it…when you’re advised to pretend you’re Canadian so the rest of the world likes you better, you’ve gotta be getting that message. America is a powerful country, but we are also one of the youngest countries in the world…still. And even if it’s true that English is the “language to know” (which I don’t happen to think is true), why is not a priority for Americans to learn how to talk in other languages? Why is not expected that I should be able to talk to someone in French, German, Spanish, or Italian? At least a little bit. At least past “Hello” and “Thank you.”

Why is it just a one-way street?

It’s not just about language

Of course, just looking at the linguistic angle of this is not adequate. I’m encountering people from all sorts of cultures that I have no familiarity with whatsoever. I am entirely clueless as to what life is like in Malaysia or the Philippines or Australia or Norway. I have no idea how those cultures differ from my own, and thus I have no idea how what I might say innocently could be misconstrued as deeply offensive. I have no real understanding of faiths that have not directly touched my life. If we are really engaging in social media, isn’t this stuff pretty important? If you have the chance to engage with the entire world, why limit your perspective to just those things with which you are familiar?

Maybe it’s just me

Maybe this is more a personal failure on my part. Maybe other Americans don’t have these problems. But I do most certainly feel that it is a failure on my part at the very least. The more I am exposed to people who can talk, at any given time, in 3-4 different languages, the more I feel that my role as a citizen of the new world is not being fulfilled properly and adequately. That really bothers me.

What do you think? If you’re not from America originally, do you find Americans generally ignorant of your country and culture? If you are native to America, do you feel as troubled as me about our inability to converse as readily with different people speaking in different tongues?

I’d love to hear your thoughts!

Image Credit: http://www.flickr.com/photos/fatguyinalittlecoat/5310405113/ via Creative Commons

Filed Under: Marketing Talk

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