Posts Tagged ‘content’
July 27th, 2011 • 3 comments library
Tags: christopher rollyson, collaboration, content, conversation, empty, libr559m, marketing, marshall mcluhan, module 3, retweets, school, social media, substance, twitter, vapid, wikipedia
There’s an idea in the social media-verse that “conversation is the content.” That kind of quote makes me angry. In the article linked to (which isn’t specifically about libraries but for other businesses engaging in social media) Christopher Rollyson is talking about marketing and how content doesn’t mean anything when you’re talking about marketing. For him, social media being social is about not outsourcing your social media to marketers because “people can smell manufactured content a mile away,” which is a different thing. I think too many people involved specifically with Social Media! ignore the idea that collaboration about nothing is empty, and having good content is bedrock essential.
Now, Rollyson has a good point, clouded by a stupid italicized quote, especially in the library world. Manufactured content is dumb and nobody wants to waste their time with it. But equally bad is the idea that a library can just be there being social with nothing to talk about. Chatting about nothing, trading jokes like a real person does on Twitter might be engaging but isn’t useful for a library or organization.
I think you’ve got to have cool stuff to talk about before you start a conversation. That’s how you get Rollyson’s “human spark of knowledge and caring.” Maybe that’s just my aversion to small-talk, but if you want someone engaging in conversation on behalf of your institution that person needs something to talk about. Just talking doesn’t mean shit. If you want an audience to return you’ve got to be doing good work (or at the very least spotting good work others are doing and pointing it out) to be talking about.
We’ll be getting into this more in our course when we’re talking about Creation, I’m sure, but the Rollyson article ticks me off because the blueprint for success in social media needs Vision, Strategy, Test and Services (though the services bullet point is so filled with marketing buzzwords I can’t even read it). Nowhere there does he talk about making something worthwhile to be talking about.
That is my biggest problem with social media. Just because “the medium is the message” doesn’t mean that’s a laudable state or that you can ignore your content. It seems that people get so starry-eyed about it they forget that there needs to be good work going on to be promoting.
Chatting and collaborating just to garner retweets, favourites +1s, or buzz in whatever new digital form is empty bullshit that I for one don’t want to be participating in. I’m in a substance business, not advertising, and though we can use social media to promote our items of substance the medium can’t be our goal.
July 13th, 2011 • 1 comment library, tech
Tags: affordances, assessment, australia, best practices, blog, content, evaluation, event, focus, libr559m, libraryhack, mashup, module 1, music, national library, new zealand, nsw, organizations, social media, state library, stepped approach, territory library, twitter
I’m a big fan of how the National, State and Territory libraries of Australia and New Zealand ran Libraryhack2011. This is a consortium of governmental libraries promoting the use of (a small selection of) their collections in mashups. They’ve got a blog explaining things, a pretty vibrant Twitter feed (that isn’t solely reposting the blog’s content), and dude, they’re doing the mashup thing. How much more social media can you get? (One of my favourite entries in the contest was this sound recording made from a photograph.)
Interestingly, maybe instructively, this is an event, not something ongoing, and it isn’t very prominent on the NSW State Library website, which I think is a bit odd. Maybe this isn’t a best-practice after all.
But it does work well for that idea of “stepped” approaches for organizations. Focusing a social media outbreak on something that’s happening with the organization would give a good focus, to quickly move beyond the “What would we tweet about?” questions.
Event-type experiments can also be sold as short-term projects especially to more traditional (read: hidebound) organizations, who’re scared of what people might say about them online. If you’re having an event you want people to talk about it so it’s a good demand generator for social media engagement. Starting up accounts related to some big event would be a way to get the kinks worked out, to see what works for your users and your staff.
Now this is all stuff that looks appealing to me as a person. I have no idea how the organizations involved are evaluating the success of the libraryhack project. Would that be based on pageviews or submissions or what? It seems that you can find out how many people love the hell out of hacking library stuff, but that metric might not translate to some mythical general user.