Newest articles and comments on The Sacramento Press written by Sean Patrick Farrell

Sean Patrick Farrell on "What is Social Networking Really Worth?"

2011-08-29T22:37:55Z

1. I think that you took an argumentative tone here. I agree with just about everything you said. 2. "New" is a relative term, and to many people just getting their start in the realm of social media, Twitter is a "new tool." I understand that my credibility is damaged among professionals by terming it as such, but industry professionals are not necessarily my target audience. 3. I'd love to get in touch with you to discuss your experiences further, and I look forward to having a discussion that is not limited by an appeal to a broader base. Look forward to hearing from you, and thanks for your input!

What is Social Networking Really Worth?

2011-05-28T00:47:29Z

Mark Bean, the managing director of C7, and Josh Hilliker, the director of social media at Intel-GE Care Innovations, sat on a panel moderated by 3Fold’s Gordon Fowler to discuss whether or not social media’s return on investment (ROI) is measurable. Turns out, it is.

As was revealed over the course of their discussion, there’s a plethora of tools out there for everyone to track just how effective their social media presence is. There are a lot of dated measurements (i.e. number of clicks or time on site), but they don’t quite carry over into social networking very well. Some of the newer tools include Hootsuite and Tweetdeck for the smaller businesses, or Radian 6 and Crimson Hexagon for the bigger brands and enterprises, and everybody who’s anybody uses Google Analytics. Regardless of whether your business is big or small, the fact of the matter is that different people will want to track different metrics based on what their overall goals are.

For example, let’s say you wanted to see if your social media presence was getting you more sales. You would have to track the amount of money and/or time you’re investing in your online networking, and simultaneously track the amount of sales your accruing, then compare the numbers to see if there is an increase in sales or not. If the increase in sales is unsubstantial or nonexistent, then maybe social media isn’t the right marketing tool for you!

If you find yourself in a lost-cause situation, the whole panel agreed that you should own up to your mistakes. Be open, transparent, and completely honest with the people who actually did invest time and effort in your endeavors. If you do that, you have the potential to mend what damage you’ve done, and maybe even come out on top.

But how do you measure whether or not you’ve come out on top? It’s true that not all of the benefits social media offers can be directly linked to financial gain. A lot of the benefits lie in the idea that you’re building a brand while simultaneously building a strong relationship with your customers. The goal in many cases is not necessarily higher sales, but greater interaction between you and your fans. Hilliker explained the 90:9:1 rule: 90% of your followers are just lurking about, 9% will pop in and contribute every now and again, and 1% are super-evangelist-advocates for your cause. Success can be found by moving some lurkers into that top 10%, and getting real conversations going.

Conversations are fantastic for helping out your brand, but at the end of the day marketing is about whether or not a dollar changed hands, says Fowler. Let’s face it; social media is not the end-all-be-all of marketing techniques. It certainly can play an integral role in connecting with your fans and broadening your base, but it should be part of a larger strategy. Just because social media offers a lot of promise doesn’t mean you should completely abandon the pursuit of more traditional techniques; there are probably some pretty good reasons why such successful brands still use them. But as Bean points out, "Twitter is like the new dial tone" - you're expected to be there.

Click here to watch the whole Sacramento Social Media Club panel discussion.

Is Social Media Making the World a Better Place?

2011-05-16T16:37:02Z

UC Davis law professor Anupam Chander spoke to a large crowd at the California Museum on Tuesday, April 19th about the role social media has played in the recent uprisings around the globe, and how it could be a key player in making the world better.

Just prior to the professor taking the stage, a wonderful meet-and-greet was held in the lobby of the museum. Politicos, business leaders, media experts, teachers and others chatted over mouth-watering hors’doeuvres provided by Blue Prynt and wine provided by Grace Patriot Wines. Professor Chander was there to discuss a new paper that he had recently published called Googling Freedom. His presentation came in three parts: (1) is social media even related to the uprisings or is it just hype; (2) the two possible futures of the internet; and (3) the responsibilities of internet-based companies moving as they expand.

A writer at Mother Jones once said, “Twitter bears about as much responsibility for the Egyptian uprising as George Soros, Mrs. O’leary’s cow, and the flying spaghetti monster.” However, Martin Luther was able to fully vet his concerns on a singular piece of parchment, subsequently creating an entire religion with the use of the printing press (an early communications technology). And when there have been rumors of rebellion, dictators have commonly flipped the internet “kill switch” in the hopes of quelling their peoples. Now there are a multitude of options undermining the efficacy of “kill switches,” and social media platforms can still reach the rest of the world despite these efforts. Just the idea that the internet is one of the first things targeted at the beginning of a rebellion should be indication enough that it plays a key role in removing a dictator from power.

As Professor Chander sees it, there are two potential ways this internet expansion can go: the perfection of a “surveillance state” or the perfection of a “global sphere of rational discourse.” The first option, while possible, is looking more and more unlikely. Social media is pushing the world toward option two, where everyone everywhere has access to real-time on-the-ground information from around the world. This has been the case in several instances in the recent past, and hopefully will continue and expand as we move forward.

As the companies who run these websites move forward, what should be the guiding principle of their business strategies? In the past, it has been the maximization of shareholder wealth. Companies are increasingly worried about their public image in an age of increased transparency, and so the at-all-costs method of increasing wealth may not work for much longer. Now companies are more likely to be moralistic in their decision-making, and make efforts to be seen as improving the communities in which they operate. Not to worry, shareholders – you’re still number one, but society will now come in at a much closer second place.

Professor Chander closed with some Q&A, and then, as is the tradition of the Sacramento Social Media Club, a door prize raffle was held. Door prizes are donated by local businesses and organizations and the prizes included free California Museum annual memberships and Jiffylube gift certificates.

The Social Media Club will be hosting their next event this Tuesday, May 17th at The Urban Hive beginning at 6:30 pm. "Social Media ROI: Is it Measurable?" will feature a panel of social media experts who will weigh in on best practices and new methods of measurement. For more information or to register for this event, click here.

About Sacramento Social Media Club
The Sacramento chapter of the Social Media Club is part of an international organization of more than 100 active chapters around the globe hosting conversations that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate and relate to each other. Founded in April of 2009, Sacramento Social Media Club (SMCSac) has become the centerpiece for regional gatherings surrounding the subject of social media. SMCSac is devoted to expanding media literacy, sharing lessons among social media practitioners, encouraging adoption of industry standards and promoting ethical practices though discussion and actions. Additional information about the Sacramento Chapter and upcoming events is available at http://www.facebook.com/SMCSAC.

Sean Patrick Farrell on "Social Networking "In-Real-Life""

2011-02-21T02:22:44Z

Big thanks to Laura Good for all her help editing my first story on Sacramento Press! Quick side-note: I'm aware that the second quotation-mark is missing in the title, and - trust me - I'm more upset about it than you are.

Social Networking "In-Real-Life"

2011-02-21T02:19:12Z

Social media enthusiasts from around the city gathered Tuesday night at The Urban Hive for the Sacramento Social Media Club Relationships and Social Media presentation.

With Valentine's Day just behind us and the ever-increasing role of social networking in our day-to-day lives, relationships via the online frontier was a timely topic for discussion. Four speakers headlined the evening, and the audience was filled with some of Sacramento's most active facebookers and tweeps.

Up first at the podium was independent marketing consultant Paul Ardoin, who discussed facebook privacy settings and how to manage them. "facebook is a for-profit entity; every decision facebook makes on your privacy, they are thinking not about you, but about their revenue stream." Paul suggests checking your facebook privacy settings regularly to make sure they're still to your liking. He also recommends creating friends lists to take advantage of facebook privacy granules, especially if you have a boss who likes to critique your facebook activity.

Lanette Capellas, Staffing Director for The Agate Group, then discussed social media from an HR perspective. Layoffs are increasingly due to social networking negligence, and an overzealous willingness to share. One of her main points: think before you post. Is venting about a bad day at work worth losing your job over? Lanette thinks not, and most are likely to agree. If your fingertips get the better of you and you end up saying something you regret, thank goodness you took Paul's advice and already divvied up the permissions on your friends list.

Feel like your friends list isn't long enough to divvy up? Not to worry, "strangers are friendships waiting to happen," says Laura Good, executive director of Social Media Club Sacramento. Sacramento twitter use is ranked fourth in the nation. Utilize that to your advantage and engage people on social networks in order to realize the real-world potential of a virtual friendship. You can also use hashtags (e.g. #smcsac or #sacbeerweek) to find events going on around town. Laura also recommended MeetUp and Couchsurfing for connecting with like-minded people in town

If you just spent Valentines Day hopping from venue to venue and you still couldn't find your sweetheart, maybe an online dating site should be your next stop. MetroSpark.net is a locally based internet dating site that provides personally tailored classes to help your outward presentation match your inner self. Amar Dhariwal, founder and current CEO of the site, also discussed an array of other online dating sites and even the new generation of mobile dating apps that include geolocators for singles out on the town.

The night concluded with a raffle; the prizes included tickets to B Street Theater, Esquire IMAX, the Sacramento Zoo, California Lecture Series, de Vere's St. Patrick's Day in the Park, and the Sacramento Kings vs Clippers game. Food and beverages provided by Chick-Fil-A Arden Fair and The Sacramento Press made the after party all the better. You may watch the video of the presentation on the Sacramento Social Media Club's uSteam channel. “Like” their Facebook page to stay tuned in for information on future events. The club is also active on Twitter.