So here’s my swag at listing out the various types of social media, at least in my own opinion.

Social Networking

Social Networking gets the most attention overall, and for a good reason. This is the closest to a real world relationship we will likely ever be able to build in cyberspace. There are many types of social networking, but the main one is focused on setting up a profile and having discussions based on what one posts in the “stream”. Social Networking goes pretty far back, including sites like Friendster (the original), MySpace (who finally came to their senses and started branding themselves as “social entertainment” recently), and today’s darling, Facebook.

Blogging

Well, you’re reading a blog, so obviously you know what blogging is all about. At least the reading part of it. For individuals, blogging plays a similar yet more sophisticated role that enabled MySpace to flourish in its heyday. With a blog, you can create your space. Write what you want, design it how you want, interact how you want…you get the picture.

Of course, businesses and SEOs figured out how helpful blogs can be for driving traffic. So there’s that too. But don’t be fooled. Blogging is about putting your stamp on a piece of digital real estate. It’s about having a voice, and being yourself. Let the manipulators manipulate, and use it for what it was intended to be.

Microblogging

A lot of pundits claim that microblogging is a type of social media, and that’s hard to argue with. The issue I have is that it’s not really all that different from social networking. Sure, you can curate content, share links, and make commentary with only a certain number of characters. I’ll call it a type to be sure you know what it is when you see it. The most prevalent and well known example of this is Twitter.

Social Bookmarking

Social Bookmarking has been around for a long time. Essentially, this is about finding and literally bookmarking a piece of content via the cloud. Some services show most popular (Digg), some include social networking pretty aggressively (reddit), and others use a simple “show and vote” structure (StumbleUpon). You can follow people with good taste and are likely to see material they bookmark that you like. This has also been proven to help get new content ranked faster than submitting to Google direclty, so if you aren’t social bookmarking, reconsider that now. I, personally, like the convenience of the StumbleUpon Toolbar for rapid content sharing.

Both Facebook and Google+ have incorporated features that are very similar to bookmarketing, the “Like” and “Plus One” buttons. WIth these, you bookmark/share content with your social network and welcome conversation afterward. It’s like reddit, only with all your actual friends instead of your equally cool yet far more geeky friends. That’s my take, anyway.

Social News

Some argue that services like Digg and reddit, which allow you to vote on news items that are shared, should actualy be called Social News. I’m including it to be thorough, but at the end of the day, it’s just another name for social bookmarking with a twist.

Media Sharing

This is where you share audio, video, or other media freely. Viewers can friend or follow you, like or dislike the content, and even comment a’la a blog. YouTube is the most well known example of this type of service, although there are literally hundreds of them to choose from. If you know of a great niche media sharing site, please share in the comments!

Social Gaming / Fantasy Sports

Social Gaming is still in flux in some ways. Basically, it’s about mutually playing a game online with real people. Fantasy Sports is the most popular and longest lived social gaming platform I’ve seen.

That said, Google Plus built social gaming right into the interface from the start. Other platforms have dabbled with it, and I think they all still have a ways to go. I’ll be watching with interest, to say the least. Have always been a gamer at heart, all the way back to the TRS-80, Atari, and ColecoVision days. (Yes, I’m that old. Pic to the right in case you’ve never seen one.)

Conclusion

If this list holds true, that would mean that we have seven types of social media in 2012. What did I miss?

What we truly want is the next iteration of Customer Intimacy, a term that originated over a decade ago, yet still applies well in today’s environment. The pinnacle of marketing and product success is to become not only a vendor, but a trusted partner. This can be delivered in a number of ways, from custom product delivery, to special support terms, to well-structured, data-driven marketing efforts that suggest the company truly cares about the customer.

To establish customer intimacy, we need to move past economies of scale and one-size-fits-all thinking. The qualities that matter most are flexibility, responsiveness, and engagement (sounds like social networking, doesn’t it?). And most of all, if you say you know me, you darn well better know me. Even if that’s just a mirage served up by advanced database marketing techniques.

Customer Intimacy: How to Do It Wrong

Earlier this week, I was sorting through a stack of junk mail when I came across an envelope from Domino’s Pizza. Even when sorting through junk, I take a moment to look at each piece for two reasons:

1. To see if there are any deals of interest
2. To review for any marketing takeaways or lessons I should take note of

Since I tend to eat more healthy, all-natural foods, I was not interested in whatever special coupon or deal the mailer included, but it caught my attention from a marketing perspective. Here is the mailer in question:

Okay, good start. I have in fact purchased Domino’s Pizza in the past. It’s just good database marketing to look at your customers to determine activity/inactivity over time, seasonal patterns, and other trends. It has been quite a while since we’ve ordered from them, so I naturally assumed they did their job and send a re-engagement plea.

Then I looked at how the envelope was addressed. See for yourself…

That’s right, they don’t even know my name (which I had to give to them when they took each and every order I’ve ever placed with them)! Even worse, I went ahead and opened the envelope to see if there were any other interesting gaffs, only to find a letter addressed to “Dear Domino’s Pizza Customer”.  Of course, they did explain that they noticed no activity on my part in 2011, but by the time I read that part, it was too late.

Small Errors, Big Impact

As you might guess, this mailer had exactly the opposite effect on me than they wanted. Should I get a craving for pizza, they’d be at the bottom of my wish list based on this campaign.

The lesson here is important – if you don’t have the data or the discipline to collect it, then don’t try to pretend you “know” me. Just send a generic message without all the hints that you did some analysis in it. If you can’t or won’t do it right, you simply can’t fake it. Not only will today’s consumers turn on you, but they could easily amplify their complaints online, perhaps via a blog or other outlet. Oh wait, that’s what I just did…

Got Any Examples Of Your Own?

I’d love to see any other amusing or simply awkward attempts at personalization and customer intimacy. If you have something good, share with us in the comments below!

Related articles

• New Customer Intimacy Executive Guide Available for Download from McMann & Ransford (prnewswire.com)
• Relevance is Not an Option (customerthink.com)
• In the age of Social media, how will corporations differentiate themselves from their competitors? (thebenz.wordpress.com)

With the latest social media tools and networking capabilities, there has been a great deal of debate about how PR is changing. Some speculate that the discipline is due to become obsolete, others advocate a revamped approach, and still others merely see today’s PR environment as a small offshoot of how we have always done it.

Is PR on the brink of extinction?

Let’s start with the notion that public relations is rapidly working its way toward obsolescence. First, let’s set some parameters. One of the best definitions I’ve seen for the term appears on YourDictionary.com as follows:

Relations with the general public as through publicity; specif., those functions of a corporation, organization, etc. concerned with attempting to create favorable public opinion for itself.

If we look at PR holistically in this way, then social media or social networking is only another medium by which to reach out to constituents. It just allows us to reach more people individually, and in real-time.

Based on this definition, extinction is nowhere near the truth.

Is PR simply undergoing a small evolution?

It would be easy to brush aside the impact of social-based communications media as merely a knit in the grand scheme of public relations, but is that the right way to look at it?

One this is clear; the days of writing press releases and email spamming them out to massive lists of reporters and journalists are behind us. The funny part is that this is less a result of new social tools, and more of a motivating factor from journalists to take back control of their In-Boxes.

So the real question is how big of an evolution this represents. Because reporters and journalists themselves are looking for other ways to communicate and research information, calling it a small evolution is also a bit short-sighted.

It’s Time To Look at Public Relations Differently

Let’s just get the extremes out of the way altogether and accept the fact that PR is still PR, only it takes on a rather different look in the digital age. Here are areas where it has changed the most.

Outreach

Outreach is the area that is most affected by the digital age. The old way was to “dial for dollars” until you could get a journalist on the phone, and then hope you said something intriguing enough for them to care. Then spam out press releases when they go live and hope for a bite, and start dialing again to see if you can talk someone into picking it up. Heck, this sounds a lot like a business development job, only one that doesn’t pay nearly as well!

Today the whole thing changes. You can meet and build rapport with press and/or analysts immediately. With the right approach, you can maximize exposure while minimizing negative reactions, assuming you have tact, of course. All-in-all, your efforts to connect with those influencers who can help you the most take on an unprecedented amplification in this day and age.

Content Format

Hand-in-hand with new abilities to reach more influencers much more easily, you now have a much richer array of media by which to communicate your message.  Today, you can write a traditional press release, follow it up by a series of micro-releases via PitchEngine or another social PR site, add an audio podcast for those who don’t have time to read but might listen, and even do a complementary short video to help hammer the point home.

The most savvy of PR professionals are all over this. The whole concept of a viral video is exactly in line with this. We keep talking about how Old Spice did such an amazing social media campaign earlier in the summer, but is that what it really was? No! It was a well-constructed and targeted public relations campaign delivered via social media!

Direct Reach to End Customers

This is the area that can be the most powerful, but also the most scary to many of us. This presents a great opportunity, and a new challenge.

First, by reaching end customers directly, we remove the media filter that content might go through when written up for a traditional or online media outlet. You control the message, its delivery, and how you respond to feedback and comments in response. Sure, you have to find creative ways to get in front of those customers, but it’s a revelation that you don’t have to depend on someone else’s opinion of what is important anymore. We should all be rejoicing in the streets at this opportunity!

On the other hand, with opportunity comes increased risk of tripping over your own two feet. What you say, how you say it, and how you react to criticism and/or kudos goes a long way in establishing who you and your company are. If you’re even dabbling in social media, you probably realize that the conversation is happening with or without you, so you know you need to jump in to help influence the sentiment about your business. This is where transparency, honesty, and trust become paramount. At the first sign of shady dealings, the general public will rapidly and happily kick you in the shin.

Conclusion

Don’t listen to anyone who claims PR is obsolete or the “same old same old” in this amazing digital age we are enjoying. This is a rather significant shift, yet one that can provide more value back than ever before. Just be careful how you manage it, be up front and honest, and be sure what you have to say is relevant and interesting. From there, let the public influence each other, and be consistent enough to show that you truly are who you say you are.

What is your experience with PR and social media? Have you been using it in these ways, or are you still trying to figure out how to play in this new environment? Any tips to share that I missed? Please share your thoughts in the comments below!

Related articles

• Social Media as a Public Relations Platform (searchenginepeople.com)
• Opportunities for PR Pros at SXSW 2011 (ereleases.com)
• Social Media Alone Is Not PR (marketingconversation.com)
• How to: Use Social Media for Public Relations (oneforty.com)
• Farewell Public Relations (paulrobertspr.com)

Tired or not, it is still absolutely a fact. Thought leaders spend unbelievable time and effort trying to hammer home this message in an online context, wrapping words like social networking, social media, social graph, and other terms around it in hopes of getting the message across.

The problem? Well, there is a forest, and there are some trees, but are they one and the same? Not really…

Social Networking vs. Social Media

First let’s draw lines between a couple of terms that I see being used interchangeably far too often. My loose definitions read something like this:

Social Networking

The act of reaching out to and engaging others via whatever means possible, including social media, traditional media, real-time communications vehicles (phone, SMS), or even an in-person conversation (remember those?).

Social Media

The category term for data-driven services and tools, typically delivered over the Internet, that enable networking of various types by providing new and novel communications capabilities, leading to unique ways of sharing and spreading messages with your network.

Social Networking = Networking

Social Networking: Get Out There And Meet Someone

Bear with me for a moment as I explain the thinking on this one. I’m positing that Social Networking is nothing new. In fact it’s simply old fashioned networking, with new communications vehicles available for the exchange of information and referrals.

At the end of the day, we are still people with real-world needs. This isn’t just about the “must haves” from Maslow’s Triangle either. We get our food, shelter, etc. (the basics) handled offline with our day-to-day lives. But all of that stuff about self-actualization, spiritual growth, career progression, etc. take much more than us working hard during the day and cashing checks for our time and effort.

Now we just have limitless opportunity to expand the “who” in our analogy above. The days are over where your only networking option was to go one of to those awful events where a bunch of Type A exec-wannabes are running around in Dockers, with their hand extended to shake yours, and a business card waiting to be shoved into your pocket in the other hand. Or where you had to arrange your schedule around an event where a thought leader is speaking, just so you can wait in line to guffaw over them and hope you don’t look like a dopey (or creepy) stalker-in-waiting.

Now we can build rapport with anyone that makes him- or herself available. We can establish mutual interest, trust, even schedule availability to meet in real-time.

And once we meet, we already have a foundation upon which to spark interesting conversation. I must say, any introverts who aren’t rejoicing at this newfound way to “come out of their shell” are simply missing the big picture!

New Tools; Old Techniques

The key thing to keep in mind is that all of these cool new tools, websites, and services are just that…tools for us to use. We need to then apply tried-and-true networking and communications techniques to these new tools, and we’ll be able to more nimbly craft networking strategies that take advantage of both the new capabilities and approaches that work.

Once we get that part in order, we can start to experiment with any sort of newfound techniques. Perhaps certain types of discussions are better started on a microblogging service, while others are better on a career networking site. Maybe some belong on Facebook but wouldn’t work anywhere else. I’ve found that Twitter is great for exchanging ideas, sharing content, and promoting services tactfully (i.e. no hard sells). LinkedIn is great for reconnecting with old colleagues, interacting in groups with likeminded professionals, and trying to connect your way to the right people via a “6 degrees of separation” like effort.

You get the picture. These new tools are great, but they can only go so far as your imagination. Get the basics down first…how to use these tools for traditional / IRL networking…and then you can start to try new things. And yes, this does involve getting off the computer and meeting someone in person! If that’s not one of the reasons you’re doing this, then it should be.

_______________________________

What have you observed in the past in this area? How much more effective has it been for you when you blend offline networking with online / social media-based networking? What do you deem the best mix? Or alternatively, have you seen the opposite?

I’d love to hear your thoughts, so please share in the comments below.

In reality, we’ve only taken baby steps toward really getting this all figured out in both a personal and business context. With so much left to learn and so many different opinions about this fast-changing area, it’s easy to get carried away with the excitement of mastering some new tricks.

“Generate content. Generate more content. Be sure it’s relevant. The eyeballs will come!”

What about the “eyeballs”? Sure, relevant content written in a compelling manner will attract attention. That should make the information sources happy. Who is looking out for the consumers of the content?

Citizen Journalism: Fact Vs. Opinion

In case you are unfamiliar with the term, Citizen Journalism involves the “public” taking an active role in researching, analyzing, summarizing, and sharing new, information, data, gossip, multimedia, etc. that other members of the public would want to consume and/or discuss. If you think about all of the social media tools available to us — bookmarking, blogging, networking, content sharing — they are geared toward exactly that means.

This sort of empowerment of voice is truly a breakthrough that the Internet has been so kind as to provide us. But how would one know when something is “true” or “correct”? Sure, there are easy ways to do this based on public opinion, but then again, does popularity really prove anything, except the fact that a writer can get and hold your attention?

It is essential that you take a critical eye toward everything you read online. Even the stuff written by the “experts” or “thought leaders”. The following is a quick 6-question guide for completing a “stink test” on anything you read online.

Do I know and trust them already?

This is the no-brainer, and the premise behind Google Caffeine. If you know someone, their intelligence level, their credibility and trustworthiness, and their ability to assimilate information, why wouldn’t you put credence into their thoughts and opinions? If they are trustworthy and dependable, you know they won’t bend the truth just to make a point. And if you know them, you likely also know what their area of specialty is, which should significantly enhance your confidence in their writings on said topic.

Whether you are a fan of Caffeine (the search logic, not the stimulant) or not, it was built on a sound assumption that I anticipate will be proven useful. Don’t just search for me based on cryptic formulas and keywords; also filter those results for the colleagues and friends with whom I’ve already established a base level of credibility.

Was it recommended to me by someone I know and trust?

Extending out one more degree away from you (even Kevin Bacon would be proud), you don’t have to necessarily know someone personally to quickly establish credibility. When a trusted contact of mine makes a recommendation, I take it at face value. If you are like most of us, you likely do the same.

Think about Twitter for a moment. They’ve taken this concept and run with it. For example…Retweets, Lists, and even Follow Friday. Those traditions are all various methods of connecting people to each other (or to each other’s content) via recommendation. They are popular for a reason, and this is it.

Are they known as a reliable source?

This is where reputation comes into play. The first two tests are the most obvious and easiest to answer. For anyone who doesn’t make it through those filters, it makes sense to then consider public opinion. Are they a well-respected thought leader, a’la Chris Brogan (Social Media), Erin Jacobs (IT and Information Security), or Seth Godin (Marketing Strategies)? Do many of their peers seem to link to them?

It is important to consider whether someone is popular because they are already in established media, or whether they were popular on their own right before going in print or on the radio/television. All the three examples above established strong personal identities on their own merit. That’s what you need to look for.

What else have they written or said?

Perhaps the person under question for you is an unknown commodity, to you, your peers, and to the general public. Don’t just assume that means their opinions are not important. If you like a piece they’ve written, take a few moments to peruse more of their work. Share some of the “eyeball” love! You just might be the person whom your peers will trust when they are evaluating the same individual’s work in the near future.

What are the top minds in the space saying?

Hmmm, so you and your peers don’t know the person, they aren’t an established thought leader or information source, and you’ve read more of their work…but you still can’t determine the difference between fact or “quack”.

Compare notes. Do a quick search on the topic under question. See what others are saying. Is this a popular opinion or a unique one? Do you agree with popular opinion or not? Perhaps the masses are still singing the same old song while this one person truly gets it! Or perhaps the writing was hammered out while under a peyote-induced haze. This is where you need to really insert some of your own rationale into the process, as in…

What does my gut tell me?

That’s right. There is no perfect system, but at the end of the day, what do you really think? Did the writing move you to change your mind about something? Is that a sensible reaction or not? This isn’t saying to blindly accept something as fact, but quite the opposite. By this point, you’ve done enough consideration of whether they are credible or not. You’ve seen what peers, experts, and popular opinion think about them or the topic. Read, analyze, draw your own conclusions, and move on. Or maybe you can just post your thoughts to a blog, citizen journalism style!

Conclusion

Everyone is jumping on the citizen journalism bandwagon these days. That can be a great thing, but you want to be sure to use some calculated filtering of what you read out there. This isn’t just limited to blogs and social media; be critical of the established media as well.

What approach do you use with user-generated content? Do you tend to believe everything, nothing, or something in between? Do you have a better approach to the “stink test”? Fill me in!

On the surface, it’s easy to see why the game could be viewed that way. But I’m here to tell you that fantasy sports are as much a vehicle for social networking as Facebook, Flickr, and even foursquare / gowalla.

For those of you who are unfamiliar with the game, let me elaborate. In its most simple format, 10-12 participants join a league before the season starts. Pretty much every major sport has a fantasy game associated with it. Prior to the first day of the season, the team owners get together in person or online to draft teams of real players from real teams, assembling a lineup in accordance with the league rules. Then, when the season starts, they start or sit players depending on a variety of factors (healthy vs. injured, good vs. bad matchups, etc.). Teams then receive credit for the actual statistics each player tallies. The overall goal is to end the season as the best team in the standings or to win the playoffs, depending on how the league is set up.

To many of you, this may sound rather pointless. In fact, there’s even a rebellion by “Fantasy Widows” as some have called them (you can learn more about on the Women Against Fantasy Sports website, complete with a line of related apparel). But these games play a role much more important than killing time and maybe blowing a little cash.

Believe it or not, fantasy sports are every bit a vehicle for social networking that many of the leading services are. Let’s take a quick moment to look at some attributes of the game that lead me to this conclusion.

1. Tribe-based – All activities happen in pre-determined leagues where all the participants agree to play within the same scoring system, by the same rules, using the same tools and features. This sounds a whole lot like my friends on official social media sites.
2. Online - Although the first fantasy game, Fantasy Baseball, was originally administered by avid fans using box scores from their local newspaper, the game has migrated completely online. So what if it started as a truly social activity and not a cool new web toy. It was social before it was online, so it most certainly qualifies.
3. Interactive - Fantasy sports are all about the ongoing activities you must undertake to win a league. All of the team managers must take part in a live draft, with full chat functionality in the online draft room. Then, the season is  a mix of lineup decisions, trade negotiations, and adding and dropping players from the free agent list (a.k.a. the list of players who are not already on a team).
4. Real-time – If anything is real-time, fantasy sports fit the bill. Games happen every day or every week, and real-time scoring is a must for the hardcore fantasy sports players. Team rosters can be adjusted in many ways on a daily basis. Team owners can work out trades at will, post messages in a threaded format (like blog comments), talk smack right on their team pages, and email back and forth between participants. Sure, the bulk of the action happens during live games, but whom among you spends 24 hours a day on social media sites anyway?
5. Content-heavy – An entire industry has been built around fantasy sports blogging, analysis, advice, products, and games. Breaking news is a huge piece of this puzzle, and tools like Twitter and Facebook now play major roles in the dissemination of real-time player-related information. If you don’t believe me, you should have been paying attention to the chatter on Twitter leading up to the NBA trade deadline on February 18.

I know there are as many perspectives on this topic as there are fantasy games to choose from. What is your opinion? Do you play fantasy sports? Do you see it as a social networking activity? Is it just gambling, or old fashion bonding and honest fun? Let’s get a good conversation going in the comments, because I think it’s due time that fantasy sports gets the positive press it deserves.

For more information about the fantasy sports industry itself, read more from the Fantasy Sports Trade Association website. Industry writers also have their own Fantasy Sports Writers Association, of which I am a proud member.

[NOTE: I am in no way, financially or otherwise, affiliated with the service I am about to preview for you.]

For those of you who interact with me on Twitter, surely you’ve seen the materials I’ve been sharing regarding the difficulty of getting your hands on financing or investment capital for your small business ventures. Credit markets have been squeezed to a pulp, it has been challenging to figure out how decisions are being made at the SBA, and angel investors and venture firms are being more cautious than we’ve seen in years when doling out funds. What’s an entrepreneur to do?

The answer: Turn to your peers!

Preneuraholics was created to connect business owners who need some startup capital with other business owners who might be gracious enough to donate a few dollars to the cause. For a nominal $49 fee, you can list your business with a description of it and why you need the money. Then, others can donate whatever they feel comfortable sharing, even as little as $10.

This is a great idea! With all the talk about goodwill and giving back, there is finally an easy way to share not only advice and insight, but also cold hard cash. The power of this model will come from the number of participants. After all, most of us can afford to donate $10 or $20 to a struggling entrepreneur who just needs a break. In the grand scheme of things, that is not a lot of money to give up, but it can add up rather fast with solid participation. In fact, the site does a great job of highlighting how fast funds can add up…again, with the right level of participation by not only the businesses themselves, but other small business owner peers.

Need more incentive why you should participate here? In their own words…

It is time to take back the American Dream.
Americans are uniting together to develop a whole new system of small business funding.
By joining forces we can help each other.
It’s all in the power of unity!

And who can argue with those points? Not me, for one.

The site is still very new, so they are just now building up projects seeking funding and participants to help make it happen. I chose to write it up because I think it’s an idea that needs your support. Please check out the site, create a login, and see if there’s anyone you can help. Heck, reach out to them afterward and introduce yourself. I, for one, would be more than willing to engage with a new contact who believes in my idea enough to donate to it.

Please come back after you review the site and let me know what you think of it. And if you want to engage with the site proprietors directly, you can find them on Twitter @preneuraholic.