Pecking new ground on the social media farm

The Screaming Lady started off as a sort of private water cooler where I’d go with the ladies in the novel I am writing to take a work break. It was part of a deal my husband/editor/compass requested if I was to leave my communications consultancy and enter a two-year (he thought one) hermitage, knowing where the media world was headed and why I needed to keep in touch with it. Blogging was fits and starts of mostly ramblings on nature, travel, kids and served as a kind of reverse thermometer for the novel’s progress. That is, the more my three or four readers got from the blog, the less the novel was getting out of me. Extrapolate that to dabblings in Facebook and a community network I created, a few blogs whipped up for friends and family, video projects that made it all so much more fun, Flickr, Picassa, and LinkedIN, and well, you get it. Then, last February, when economic forces forced me out of creative self-indulgence, Screaming Lady the blog swapped sweat pants for slacks and set about morphing into a portfolio of health care writing. She quickly joined Facebook, Twitter, and LinkedIN accounts where all the other communications strategists already were social marketing away to their social networks in the social media space.

Screaming Lady has evolved again as the buds of business have begun to break, her boots are getting muddy, and tilling the social media soil calls for a more rugged pair of work pants. The metaphor trail intentionally veers to farming references here for a reason: At the beginning of 2010, the Lady begins a year-long social media science experiment taking a small pastured egg and chicken farm in Solano County, California, into marketing orbit. Soul Food Farms and I are working in trade: owner farmer Alexis Koefoed can begin marketing her pastured eggs and chickens, her community service agriculture program (CSA), and cooking school, and I get to tame the social media dervish to a local scale, where the analytics point directly to the communications efforts, and we can draw some straightforward ROI from it. Together with a few colleagues, advisers, and social media gurus (including aforementioned compass), we’ll start with the bare essentials, move to some simple basics, and expand to more creative tools and techniques. We’ll seek advice, try some moves, switch gears if they don’t work – all in a very public blog (a temporary detour from ScreamingLady) that will expose the challenges and test the promises we have all come to know as the holy grail of new media marketing.

We also hope to get some fresh and tasty eggs and chicken out of the deal.

First, Do No Spin

When people talk about communications strategy or public relations, "spin" is a cheeky term many like to use to describe a handily-worded defense strategy. And they are correct on occasion. Thankfully, ninety nine percent of illuminating conversations don't cover the topic of public relations, so when the word "spin" comes into one, it's usually the ill-advised celebrity version often employed in high stakes crisis communications. Like when Wall Street banks are vilified for multi-million dollar bonuses during the economic wreckage and ruin of businesses, communities, and families. When sports heroes' mug shots are plastered across TV screens during news coverage of domestic violence cases. When quietly composed, ashen-faced wives conspire at the confessional stanchion to exonerate their philandering politician husbands.

The rest of the time, communications, messaging, and public relations is comparatively mundane: help companies identify and understand their target audience and articulate their product or service in terms that matter to said audience (sometimes contrary to what organizations think). To those of us in "the business," it's cool. But to businesses that count on us, it's like taking vitamins: good for them, but better taken once a day, trusting the benefits are quietly at work in the background.

When Graham Bowley, in a New York Times article on Wall Street spin, served up five pieces of low-spin, relatively folksy advise to Wall Street on the verge of reporting profits on track to exceed those at the height of the credit bubble, a lot of us flaks were grateful that for once a true picture of "the real communications department" came through. That is, most of the time, we simply recommend you use plain talk, speak the truth, and do good. No, seriously.

So, when the U.S. Preventative Services Task Force, an independent health care agency highly respected for its dissociation from deep pockets and politics, neglected to explain to millions of alarmed women, doctors, and advocacy groups why they suddenly reversed breast cancer screening guidelines that kept most women feeling, well, safe from harm, we wish they'd read Bowley's piece first. Not that they tried to manipulate anyone nor that their findings were in any way disingenuous. They just didn't seem to think people would need more than a quick announcement. Curiously, women, doctors, and advocacy groups blasted the alarms, but by the time the USPSTF rushed to the talk shows to defend what turned out to be some well-researched, well-founded guidelines, the damage was done.

A cautionary tale is delivered by hindsight, so to put a spin on another profession's oath to place a priority on the client's best interests, we offer the following advice that Bowley quotes from Richard Edelman, a New York public relations executive:

"Show you create real products that benefit people.

. . . one of the best things Wall Street could do now is clearly “explain how you make your money and why your business model makes sense for a stakeholder society.”

If they can demonstrate in vivid terms the real role they play in the economy — by helping companies borrow money to grow and create jobs, for example — they might also justify their profits and pay."

In other words, whatever the occasion, but especially when the news is unwelcome, be up front. Commit to taking the time to talk it through. Explain how you solve a problem. Use practical, straightforward talk. In the end, you'll have to defend yourself a whole lot less than if all that gold you're spinning turns out a poor excuse for the emperors clothes.

Social Media Marketing Digestives from Seattle's Health Care Journalism Conference

Jump on the social media bandwagon
Originally uploaded by Matt Hamm

Searching for an open coffee shop on an early Saturday morning in Seattle is like having to go out of your way to find a martini in San Francisco or file gumbo in New Orleans or taco trucks in Los Angeles. After a few visits, I'm learning and loving this town, but still figuring out whether its character is coming or going. More on that in Facebook.

At the Association of Health Care Journalists conference here, exploring the social media universe left the same impression. When Monica Guzman of SeattlePI.com (the digital leftovers of the Seattle Post-Intelligencer) reminded the audience of journalists, thank goodness, that it's social media, which invites writers to use an informal tone and not shy away from personal touches when posting on social media platforms, you could hear the mandibles clench. In healthcare, an informal tone is as elusive as this morning's first caffeine kick. And to journalists, getting personal is anathema to their "Hippocratic" oath. Both converged here to explain why so many people in the room resist social media as a platform for their work as well as self-marketing ideas like branding to help them compete. "I'm an investigative reporter! No way!" "I'm from the old school; advertising is still the dark side." "Twitter and Facebook are just a big waste of time."

I hope the humbling experiences bravely candidly shared by the new reluctant freelancers at this conference opened their minds because most of the folks I met were in or threatened by some sort of job transition. For the first time in my entire media relations career, the esteemed writers/reporters were questioning their place. Luckily, enough journalists had gracefully lept the social media divide and, while not all secure in their jobs, at least demonstrated the dignity and professionalism with which social media can be accomplished.