Which is funny, because as new media practitioners we spend so much time researching and absorbing as much new information as possible because we know how quickly this space moves. One change to Facebook or Google’s algorithm can force you to rethink your entire strategy.

So we convince ourselves that we need to read every blog post that catches our eye and keep drinking  from the social media firehose, all in the name of ‘research’.

But the reality is that we don’t need to always be consuming content left, right and centre. The voracious near-obsessive consumption of content, while beneficial to a point, is asymptotic as the knowledge you gain becomes incrementally smaller and smaller and never ending as the landscape continues to evolve. This ultimately can have a paralysing effect as you wait for more information to validate your approach, often to the detriment of doing any meaningful work.

I am, by very definition, an infovore. While I’m fortunate that this also happens to be my passion, the very nature of my job means that I need to stay relatively current with my knowledge yet I no longer feel compelled to read, listen or watch everything. In fact, my Google Reader – which would always be cleared out at the end of the week – now routinely sits at 100+ unread blog posts. Instead, I focus on staying up-to-date on a few blogs by thought leaders that deliver me the most value on a consistent basis (think Mitch Joel, Avinash Kaushik, Christopher S. Penn), a single industry e-newsletter that curates the best posts from around the web, and when I have a spare moment, I trawl through a Twitter list of industry leaders for links and commentary. In a relatively short amount of time, I’m able to get a read on what’s happening and hopefully come across something valuable that I can put into action with the rest of time I have left.

Do you think there’s too much information out there? What tips do you have for managing your time and the flow of information?

Normally I’m a sucker for feel good stories that confirm we’re not all scum, but when I heard that Panasonic were driving the campaign, I thought it smelled fishy. And I wasn’t the only one.

While we all turned out to be wrong and the camera was legitimately lost and subsequently returned to it’s rightful owner, there was plenty of reasons for our skepticism. The same month the missing camera story broke, Panasonic had already been sprung trying to pass-off an actor as a real person in a campaign.

And who could forget Witchery and Toyota‘s botched attempts at currying favour in social media.

In each case, a brand had deliberately set out to deceive the public and when exposed, done a piss-poor job of explaining it, potentially causing long-term harm to their image and reputation.

I’m honestly surprised that in this age of openness and transparency, brands and their agencies would still engage in deceptive or misleading advertising practices. If there’s one thing we’ve learned from the rise of social media is that the truth will come out and that privacy is disappearing. Brands need to remember that this doesn’t apply to the individual but to them as well and start behaving accordingly.

While it’s possible that the long-term impact to the brand is negligible since ‘it’s only advertising’ it makes the job of marketers and communicators that little bit harder when we do actually have something genuine and authentic to say when every message is either taken with a big grain of salt or dismissed altogether.

What do you think? Does advertising and marketing have a responsibility to be authentic?

Podcasts are one of my favourite ways to keep track of everything that happens in the industry. The debates and contrasting points of view that often ensue help me learn and understand topics in more depth than simply reading an industry rag such as Mashable.

So without further adieu, here are my pick of podcasts you should be listening to if you’re serious about making smarter marketing decisions this year:

1. The Beancast
   Hosted by the golden voiced Bob Knorpp, The Beancast is a weekly roundtable with some of the brightest marketing minds in North America discussing the latest trends and issues affecting marketers today. Every episode is around an hour long but the debate and discussion is worth it.
   
2. Six Pixels of Separation
   Regular readers of this blog will know that I’m a huge fan of Mitch Joel and his blog Six Pixels of Separation, and his podcast of the same name is no exception. Geared toward senior marketers and executives, each week he interviews business and creative thought leaders such as Avinash Kaushik and Jonathan Salem Baskin giving unparalleled insight into a diverse range of topics.
   If you do subscribe, keep your ears out for the occasional Media Hacks episode with regular hackers Mitch, Chris Brogan, Julien Smith, Christopher S. Penn, C.C. Chapman and Hugh Mcguire.
   
3. Marketing Over Coffee
   Hosted by John Wall and Christopher S. Penn this incredibly popular podcast is essential listening for anyone looking for actionable marketing advice. I’m yet to listen to an episode that hasn’t given me something useful to make me better at my job.
4. Across the Sound
   I’m totally cheating here, but this deserves it’s own entry. Another SPOS spin-off in a “two for the price of one” kinda way, this is a monthly discussion/debate between Mitch Joel and Joseph Jaffe – two of the industry’s heaviest hitters – riffing on the business, cultural and social impact of digital and social media.
5. Communication Junction
   ***Shameless plug alert***
   Now coming into our second year, this regular discussion between Sarah Thomas, Jason Neave and myself covers digital marketing, PR and social media in Australia and is the only Adelaide marketing podcast we know of.

So there you have it, head on over to iTunes or use your favourite podcast client and start upping your marketing IQ.

As a social media strategist, I often preach the importance of consistency. After all, how can you hope to build a relationship with your audience if you hardly ever post or disappear for days or weeks?

But with many businesses about to shutdown for the year (if they haven’t already), it begs the questions: can brands take a holiday from social media?

The short answer is yes, but with a few caveats:

1. Set expectations early
   Let your followers know in advance that you will be closed so that they have time to ask any burning questions before you leave. You can even schedule a few posts over the holidays – e.g. “Happy New Year!” – with a note letting people know when you’re back. People are generally understanding, and don’t expect you to be on call 24hrs unless of course that’s your business.
2. Check in periodically
   It’s advisable to log in every now and then (daily, if possible)  if  to check the pulse of your community. In an era where an issue can flare up on social media in the blink of an eye, you must still be vigilant. Consider turning on notifications and giving them a cursory once over. Mentally file what isn’t critical and time sensitive as “to do later” and investigate any potential issues straight away.
3. Have a crisis management plan
   If something does go wrong, make sure you’ve got a plan in place to deal with it. Nominate someone with the requisite knowledge and experience to deal with an emergency as the primary contact on social media. You DO NOT want a Nestle on your hands and you can’t afford to leave it until you come back.
4. Do as your business does
   If your workplace shuts down, it’s much easier to take a break from your regular posting schedule. But if you work somewhere like retail which remains open throughout or where your customers may need to contact you urgently, then it’s important that you are also present. Going back to the issue of consistency, you need to be there when your customers need you, not just when you want to be.But most importantly…
5. Keep your ears open
   One of the side effects of our rapidly growing connectivity is that the line between personal and private time is now more blurred than ever. In this always on environment, companies have no excuse for neglecting their customers particularly as their customers now expect brands to interact with them on their terms. With that in mind, if your business allows it, you can take a break from proactively engaging and stimulating conversation with your community without risk of them forgetting about you provided you are still keeping track of the conversation and are ready to address any major concerns.

Community management is emotional and stressful, that’s why to avoid burnout take the time these holidays – if you can – to get off the posting schedule and rest, reflect and recharge for next year. This will be better in the long run for your company, your community and most importantly, for you.

700 million users on Facebook!
200 million on Twitter!
25 million on Google Plus in the first month!

The numbers are staggering and on the surface appear to be a compelling reason to get on board. After all, with stats like that who wouldn’t want a piece of the action? But while I believe without a doubt that every business needs to be engaging in the social web if not now then definitely within the next 2 years, they must learn to change their approach.

Think niche

As marketers, the numbers that have been drummed into us as important by mainstream media are all about impressions and reach, which is what makes the size of Facebook and Twitter so appealing. But don’t be seduced by them.

You will never, ever reach 700 million people even if you are a major brand like Coca-Cola. Social media platforms are not so much a single network as they are a collection of linked micro-networks (or nicheworks) with a shared architecture, each one brought together around different areas of interest. It doesn’t matter if a community lives on Facebook or a specialist platform for Nigerian beekeepers living in Holland, the size of the network isn’t what holds it together, it’s the strength of the connections within that community.

Hold me, thrill me

To (poorly) paraphrase Seth Godin in “We Are All Weird“, we are at the end of the age of mass, where brands can no longer hope to be all things to all people. For communicators, this means speaking to people (after all that’s what we want: conversations) as individuals, not a target market. The question becomes not how many eyeballs can we reach, but how valued a member of the community can we become (or in the case of a Facebook, how valuable the interactions we facilitate on our page). Granted, some brand can be very successful not engaging in unique conversations because they have scale (see: Coca-Cola and their 36 million Facebook followers) but for the majority who don’t have access to that kind of audience simply broadcasting will have little impact.

The secret sauce (or at least one of) to social media engagement is not to be all things to all people (that’s mass), but becoming something great to a few: your most passionate, loyal and engaged customers, and empower them to advocate on your behalf. Not to say that you should ignore the rest, but with the fragmentation and abundance of competing messages, it’s an uphill battle to win the attention of someone who may not be so hot on you. Better then to put your energy towards doing something that genuinely thrills and excites the few who do care about your brand.

Why you ask? Because Facebook has made it all about me again. The ability to curate old posts, add new milestones and generally better tell the story of my life via Timeline has put us – the users – right back at the centre of social networking. And that’s a good thing.

I also remember a time when Facebook used to be lived in your friend’s profiles, but the introduction of the newsfeed changed this dynamic (for the better) but also meant that as you people became more active on Facebook your timeline could quickly fill up with crap. The introduction of the ticker and lightweight status updates has also meant that newsfeeds are more interesting and relevant. Likes, pokes, check-ins, etc. are now relegated to the ticker, freeing up the newsfeed for real updates and making it easier to surface the important stuff.

But, like I said, this post isn’t about recapping the changes, it’s about what this means for how businesses use Facebook.

Where did everyone go?

If you manage a Facebook page, the first thing you would’ve noticed with the changes to ticker and timeline was the arse falling out of your impression numbers. Suddenly Facebook page posts were far less visible and while impressions are never the best metric to measure Facebook success, it is still the best number available as to how many people you could be reaching and how visible your are in general.

Now if you don’t know much about Facebook’s EdgeRank algorithm, I’d recommend you read this and then come back. I’ll wait.

….

Done? Ok, let’s continue.

Pages that have a low EdgeRank on their posts are going to find it even harder to reach their followers. So if you get low engagement, or your followers have very little affinity with you, you’re pretty much screwed. Even though everything still goes into ticker, you really want your posts to be surfaced in the newsfeed.

Now from a user perspective, this isn’t such a bad thing. The whole idea behind EdgeRank is to ensure your newsfeed is populated with posts that are most important (in terms of affinity, relevance and time) to you. What this means for Facebook pages though is that they need to be doing more to engage their followers and posting content that elicits a response – no easy task as any page owner will tell you!

My prediction from all this is that as it gets harder to reach your audience on Facebook, many brands will shift their efforts to Twitter where reciprocity – e.g. we have to follow each other to interact – isn’t mandatory.

More bang for your buck

With most businesses struggling to appropriately resource social media, it often comes down to where you can have the most impact – and fast. Especially as it is doubtful they are adequately measuring, optimising and enhancing their social programs to find what works on Facebook, Twitter may start to look much more attractive.

Twitter’s ability to reach out and connect with any other public profile is a huge selling point for the platform. In terms of acquisition, it holds far more potential for identifying and reaching out to partially qualified prospects than Facebook. To open the door for a conversation to begin, all someone needs to do is mention they are in the market for your product and BAM! you’ve got an opportunity to talk with them. At the University of Adelaide, we not only monitor Twitter for our brand keywords but also keywords and phrases relating to studying in Australia. This has opened up countless opportunities for us to be helpful and provide information about living in Adelaide, the Uni and the degrees we offer to people who are actively searching for it, many of whom have gone on to apply to study here.

Now Facebook does a lot of things amazingly well and can genuinely be an online hub for your brand, but it doesn’t easily facilitate conversations with people who aren’t already connected to your brand in some way. While Facebook is too big to ignore and you would never ditch your presence entirely, the decreased visibility of brands on the platform may ultimately see more of them focusing their efforts on Twitter where the interactions can be more personal and immediate.

We take for granted our relatively new found ability to quickly and easily communicate with others across the world; the ability to like, poke, tweet, instagram and +1 becoming more trivialised with each passing day. Simply put, we have never been more connected with each other at any pother point in history.

Imagine that suddenly, all that changes: you could still see what was happening but you could no longer reach and connect with your friends and loved ones. How would you feel?

Now imagine, that you’re ability to speak was taken away: you can no longer express an opinion, or tell someone you love them. That’s what happens to some victims of stroke.

Every 10 minutes, someone in Australia suffers a stroke and while they don’t always impair your ability to speak, most lead to some form of physical disability.

Currently there is no cure for stroke, but but the Peter Couche Foundation (and Don’t Speak) and the scientists at the Robinson Institute are pioneering adult stem cell (non-embryonic) research designed to regenerate and repair damage to the brain caused by stroke.

On Friday 16th November from 10-11am, Michelle Prak and I are maintaining an hour of Twitter silence (I’m doing all social media including email, but Twitter is going to be hard enough for Michelle!) to help raise money for them and need your support. Can you help?

Michelle’s fundraising page

My fundraising page

We’re more connected now

The hype on launch was deafening. If you worked and lived in social media, everyone was talking about it particularly when heavy hitters like Chris Brogan and Robert Scoble jumped on and declared it the way forward. The figure often used here is the length of time it took Facebook (3 years) and Twitter (30 months) to reach 25 million users but what most forget in that comparison is that the acceleration in growth correlates with an increase in connectedness.

It can’t be understated how important this was in driving such rapid growth, the fact that we are more connected than ever before means that it is easier than ever to seed an idea provided it is compelling enough to your audience. In the case of Google+, the number of people actively playing in, not just on, social media for work and play gave it a ready made audience.

Adoption is getting faster

The diffusion of innovation has now changed. Instead of a normal distribution, the front of the curve where the innovators and early adopters live is getting squished as we adopt innovation faster than ever before. Before Google+, it was the iPad that smashed all records for consumer electronics adoption in a market that previously didn’t exist.

Social media is driving this by empowering consumers and changing their behaviour to become active participants in media and technology. Every blog, tweet, check-in and status update can cause innovation to be diffused not only faster, but to the right people who can amplify and seed it further.

A 'Normal' Technology Adoption Lifecycle

Hat-tip Martin Read for the inspiration for this post from his tweet several months ago (alas, I couldn’t find the link).

But every now and then, something happens that reinvigorates my passion for social media (not that it ever went away) and why I couldn’t imagine living anywhere else than in this crazy, hyper-connected world.

Through a few tweets and a couple of Foursquare check-ins a happenstance first meeting between two friends that I doubt would have been possible in a pre-social world.

It’s a timely reminder of the serendipitous nature of social media and that it is not about how we monetise it, but how it builds stronger, more meaningful connections between participants. In short, it reminds me how social media is indeed beautiful.

Bold, maybe. Stupid, heck yeah! Here’s why:

While this cynical attempt to get viewers to sample the new show could be considered a short-term success attracting 1.25 million viewers,  it certainly hasn’t translated into much else while potentially also dealing damage to the Masterchef brand and Ten’s already flagging reputation.

The role of programming whether it’s on television or radio is still very much about funneling viewers from one day part to the next, but what Ten’s and other programming departments haven’t quite grasped is that the audience is not as captive as they once were. Not only are viewers now spoilt for choice with the rise of award-winning niche content on specialist networks (think Mad Men, Game of Thrones, Breaking Bad) but the proliferation of PVRs, smartphones, tablets and the ubiquity of high-speed Internet not to mention the grand daddy of them all – the remote control – means that viewers have the freedom to consume media when and where they want. The idea that you would force your content upon them precisely when all they want is to find out who won is ludicrous!

Despite what some so-called experts say, the television audience isn’t shrinking in favour of other technologies – it’s actually growing. We are consuming more television content than ever before, except we are doing so across multiple media channels and augmenting the experience with social media.

The disrespect shown by Ten towards the Masterchef audience resulted in a huge social media backlash that spilled over into the mainstream arguably causing even more harm to The Renovators who’s ratings only continued plummet in the wake of the debacle. If Ten is serious about rebuilding their share of audience and advertising, they should focus less on using tactics designed to artificially get people to watch their programs and start respecting them and focus on creating genuinely compelling content.