Writing Evil (and other things)

If you read my recent blogs,  you know that I had a less than satisfying interaction with Wattpad's TAP creative writing app (see The Money Tap). Now, I'm launching another storytelling experiment at Tap's parent site, Wattpad.

Wattpad is a well-established (since 2006) creative writing site with social media elements built-in.  Demographics here tend to include readers under thirty, so it will be interesting to see if I can create any kind of following (an ongoing objective as an indie writer). To make this especially fun, I'll be experimenting in genres of which I'm less known: Horror, thrillers, and who knows what else. This will be a place, at least for a while, to experiment. Because Wattpad allows for writing and editing on my iPhone, I'll be able to write some of these chapters on-the-go.

Some of what I post will be totally unplanned, and may begin and end on Wattpad. Other stories may have earlier origins, but haven't yet been seen publically. These stories may not be as polished as my published work, but I'll do my best to make each story a fun ride.

I invite you to join me (I need some initial followers!) and read my first ongoing story, Feeder, a horror story of sorts with zombie and vampire elements...like I said, a totally different experience! I've written three parts/chapters so far (they're running about 400-500 words each), and I'll continue posting every few days. This isn't planned, so your comments may very well have an impact on the course of the story.

I'll be adding other stories...hopefully to create a few simultaneous adventures (and more opportunities to connect. Right now, you can also find a short story based on my Alexander books, Why Do You Think They Call It a Ghost Town?

See you there!

Greatest Strengths = Weaknesses (Blogging Every Day #2)

[2] I enjoy following Gary Vaynerchuk, an entrepreneur whose insight into effectively applying social media tools in achieving personal and professional goals stands apart from many of the "get-rich-quick" style books and websites.

Too often, social media is seen only as a destination, rather than a means toward an end. We've all "liked" Facebook Pages that remain mostly static. If you're a Twitter user, you've certainly followed users that only push out content, and seem to forget the interactive aspect of the platform.  Gary's the author of Crush It!: Why NOW Is the Time to Cash In on Your Passion , which I consider a primer on developing a constructive attitude toward using the ever-expanding universe of social tools. I'm currently reading his most recent book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, which consists largely of case studies of businesses small and large that have failed or succeeded in using these tools.

Most importantly, thought, I enjoy Gary's perspective as an active entrepreneur (as opposed to the ever-present "social media expert").  This morning, he posted a YouTube video in which he was asked during an interview to offer an example where a one of his strengths is also his weakness. His answer - he likes to "scale the unscalable." It's a good lesson, and worth a minute of your time:

Recalibration

I've been taking a break from updating my various social media channels  - here, YouTube, Twitter and even (to a considerably lesser extent) Facebook.   My "time out" wasn't really anything planned or intentional.  I didn't wake up or come to a realization that I needed a break from social media.  My informal vacation had to do with several l things.

First, I've simply been too busy.  Work has picked up considerably this year.   As I write this, I'm juggling several productions for several different clients, each with individual deadlines, levels of client involvement, and particular challenges of their own.  I also have several other projects on the horizon that will be equally as time consuming (recalling the old worn adage, "when it rains it pours").  I actually find that having to work on multiple projects at once to be a fun challenge - meeting all the deadlines, creating a quality project that the clients like, and finding inspiration simply from making the overwhelming manageable.

Having said that, my personal creative projects have been very much on my mind.  My novel, "My Life at the Bottom of the Food Chain," is finally nearing publication, fulfilling what I'm finally admitting to myself has been my single greatest ambition.  Everything I do - producing, directing, editing - circles back to my first love - writing.  I've always thought of myself to be a writer above all else - but I've never written a novel.  Like screenplay writing, I've simply never had the patience to commit myself to a project that would then require a several-year attempt to win acceptance from a publisher or producer, who might be willing to try to bring the project into the sunlight and in front of an audience.

While I would love to have a formal publisher, the world has changed for emerging writers.  I can now bring my work - my writing - directly to my audience.  I can make both ebooks and paperbacks available and accessible by major online retailers.  I no longer have an excuse.  If I write it, it can be delivered.  If I write it well, and work with a qualified editor, that audience will respond and grow.

Response so far by my early readers has been positive, I'm focusing a lot of my energy and time on working to bring it out to a wide audience.  I've shared some of those efforts on the Facebook page for the novel,  but have been more selective on what I share across other media.

My creative horizons- and how I pursue them - are evolving, and with them, my social media personality.  Between this blog, my YouTube channel, Facebook and Twitter, I hope to share that evolution.

To support "My Life at the Bottom of the Food Chain," please check out the Facebook page: http://facebook.com/mylifeatthebottomofthefoodchain

No Social Media? No, Social Media!

Mashable recently posted an article, Can You Survive Without Social Media for Two Weeks?  - which challenged users to embark on what seems to be  a harrowing experiment:

"in order to see how fully social media has been ingrained in our lives, we want to test your resolve. We propose a challenge: Who can survive without social media for two weeks? This means you can't update your status, send a tweet, +1 a post or "check in" to a restaurant. For two weeks you will only be able to engage with few online resources."

I'm sure the results will prove fascinating - but there is no &^%&^ way I'm taking part!  Call me an addict if you'd like, but I don't think I'm alone in believing the whole exercise to be, in my world at least, totally impractical.  I'm not an obsessive user of any particular site, but I use many of them on a regular basis.

And no, my hand isn't shaking uncontrollably at the mere thought  (but does trembling count?) .

I don't "check in" anywhere, for the most part, so I wouldn't miss that sort of thing - but actions like posting blogs, uploading videos, are all forbidden.   Chatting isn't allowed. Commenting on a YouTube video or a Facebook isn't allowed. Interacting through social media is simply banned.

The fact is, it's simply not practical.  Social Media has become an integral part of the way I live my life - it's not only an efficient way of how I interact with friends (off and online), but it's an important part of my own personal (and constantly developing) business strategy.  I can't give up social media for two weeks any more than I can give up my cell phone or email or simply leaving my home.

That doesn't mean I wouldn't disconnect (mostly) if I went on vacation, but at the moment, I'm workin' .

I look forward to the article - but I'm happy right here on the grid, thank you!

Resisting Tech in Classrooms Isn't the Answer

In his recent Los Angeles Times column, "Who Really Benefits From Putting High Tech Gadgets in Classrooms??", Michael Hiltzik criticized U.S. Education Secretary Arne Duncan and FCC Chairman Julius Genachowski for promoting the adaptation of digital technology into American classrooms.   He points out derisively how Thomas Edison suggested essentially the same thing in 1913 - primarily to promote a wider adaptation of the motion picture technology whose patents he then controlled.    Hitzik's argument, essentially, is that the adaption of equipment like iPads and laptops takes resources away from "maintaining good teaching practices and employing good teachers in the classroom," and that our top educators have "bought snake oil" benefiting only certain corporations and private interests.

While Hiltzik may very well be correct in his assertion that at least part of this push has been driven by Apple and other corporate interests, he seems unappreciative of the deeper value in providing students with what are essentially critical tools necessary to compete effectively in the evolving modern workplace.   True, an iPad in and of itself isn't a solution to any problem, but merely a means to an important ojective: to allow students to connect, collaborate, and network - to learn and use social media to accomplish their goals, obtain quality employment, or even create their own opportunities in our increasingly information-based economy.

The greatest challenge in bringing technology into the classroom is making certain that teachers are prepared to provide the proper guidance in using this connective technology.   Social media, after all, isn't simply a means through which to share the minutiae of our lives -it's a means through which individuals anywhere can communicate with others worldwide, and build a network of like-minded and interested friends and/or colleagues.

These concepts seem to be largely missing in the larger national discussion about technology in the classroom.   This isn't about iPads and laptops - it's about online interaction and collaboration.

Students should know about how some of their compatriots - young entrepreneurs, activists and artists - are successfully using social technology.  They need to be celebrated and studied by their peers, and understood by their teachers.  The question remains:  who can teach a skill that is only now evolving?

Embracing technology in the classroom is only part of the challenge.  Learning to use technology to build community may be the single greatest benefit.

The Blogger Interviews: Steve Miller [QiRanger]

I think you'll enjoy this week's Vlogger Interview, featuring Steve Miller, known on YouTube as QiRanger.

Steve has a voice that comes out loud and clear not just through his YouTube channel, but across his social media landscape:  his blog, his podcast - even his Tweets.  He's not trying to sell anything, or build celebrity.  He's sharing an adventure.  As an American teaching English in South Korea, he takes viewers on a voyage through a country it's history, and it's culture.

"Predominantly I focus on travel, not only here in Korea, but also around the world. Most of my content is related to traveling abroad outside the United States, and in addition to that, I work here in Korea as an English intructor, so I do have some content related to life in Korea and live as an English instructor here in Korea, but I also write about cultural issues, historical issues, I have a podcast, and I just try to share a wealth of information that I think people would find interesting who have not been to Asia and specifically to Korea."

Steve is more proof that the best content is created through passion.   Subscribers, and a YouTube partnership are only part of the equation.  The quality and consistency of his content caught the attention of the South Korean government.

"I have an incredible amount of fun - it's something I enjoy doing.  It is a job. I do get money from being a YouTube partner, but I also write articles for the Korean government to help them with their tourism.  I also appear once or twice a month on a local English-language radio station here to talk about travel as well. So, there is certainly a business side to it, but for me, it's about fun."

Social media creators are like conductors, I think, leading an orchestra made up of a universe of social media platforms.  If they can reach the sometimes elusive goal of creating content across that platforms that work together - than they can, in effect, create beautiful social media music.  Defining just what that is might be is wildly different  from person to person, I think Steve's approach is a good example of how to do it right - and, as the saying goes - do what you love, and the rest will follow.

The Vlogger Interviews: Ken Goldstein [Kenrg]

"The Vlogger Interviews" is an ongoing series of vlogs and blogs exploring the definition of vlogging – from the vlogger's perspective, If you like this interview, I would appreciate your subscription to http://youtube.com/worldaccordingtorich on YouTube.  

2006 is only five years ago, but in the world of YouTube, it's practically an eternity.

"It was a magical era," says Ken Goldstein, known as KENRG on YouTube and across the social media landscape - he's one of YouTube's early vloggers.   He was already a long-time blogger when he first came across the site - in fact, he was looking for video footage to supplement a blog post, and then discovered that YouTube offered the video equivelent of what he was already doing.  He discovered Renetto, one of YouTube's earliest "stars," a spritied, outspoken raconteur, among other things, "and I thought, well, if he can do this, just sitting in front of a camera and talking to a camera and sharing it, I can certainly give that a try." 

The idea of a social network was still new, then.  MySpace was primarily for kids, Facebook was in it's earliest stages, and Twitter didn't even exist.  In you wanted to interact socially online, YouTube was the best place to be. 

"I think one of the most brilliant things that YouTube did in the early days that helped the community and the art of vlogging...was the video response...not just that you could comment, but I could comment on your comment."  Through their videos, directly attached as comments to another's vlogger's video, a video conversation followed,  "That's really where it stated, and that's the magic of where it started in 2006, when there was a limited universe of us vlogging back and forth with each other."

Finding Confidence Online: What If You Gave a Party and Nobody Came?

It's not a secret that it takes confidence to succeed.  You don't accomplish anything by constantly second-guessing your abilities and avoiding opportunities to push yourself.  The fear that you'll be rejected:  "What if I gave a party and nobody came?" can be overwhelming.  

The realities of creating a presence on social media are not exactly confidence building.  For most people, it takes a while to build a "following."  Is it worth it to create content for 10 people?  For 30?  For 100?  What makes it "worth it?"  Do people care?  What am I doing this for?  What's the point?  

Creative social media - blogging and vlogging included - provide a direct connection with the public at large - for aspiring creative people, that means putting yourself out there as never before.  Unless you already have a presence in traditional media - and few do - creating online seems like the first test of your hopes, dreams and ambitions.  

So: how does a person get past the confidence challenge?

1 - There's an audience for everyone - you've just got to find each other.  Most people don't follow social media creators directly; a majority of those who watch YouTube, for example, likely are unaware of the subscription option.  As a blogger, if you're not affiliated with any of the major aggregators of blog content, you'll need to find other methods to bring potential readers to your site.  While most blogs have a subscription option of some sort, most readers likely don't know that option exists.

It's important to understand that part of your job as a creative person on social media is finding your audience, and understanding the continuously developing methods to make that happen.

2 - You're the best at what you do.  You are an unmatched expert at what you do best - which is, naturally, being yourself.  You're not a great writer - you're the greatest writer reflecting your own personal talents, interests and experiences.  Likewise, countless talented YouTubers lose themselves in emulating their favorite YT stars.

With social media -  every imperfect creative person the ability to find their audience.    Are you the greatest performer of all time?  The greatest writer ever born?  Probably not.    Whatever your perception of your own abilities - good or bad - you are the best at what YOU do.    You don't need to apologize, disrespect yourself, or give up.  You don't need to fear discovering you're not who you think you are, either.

I remember, back in film school, there were always the students who emulated their favorite directors - they dressed like them, they created like them, and they designed their entire creative ambitions around the pathways taken by their idols.  Learn from others, but don't try to be them.

Every legit social  media pundit will tell you, above all, to be patient.    As a creative individual, you're creating a relationship with your audience that will develop over a lifetime.  Social media isn't so much a numbers game as an interactive game.    If you build it, they will come...eventually.

Remember - this is all new.  The rules aren't in place.  There are no set guidelines.    While there are both less and more effective ways to build an audience, your strategy - like yourself - will be entirely unique.  With persistence, you'll reach your goal.  

And who am I to give advice, anyway?  I don't have a huge YouTube or blog audience - yet I keep this up.  What do you think - why are you reading this?

Future Tense: Notes On My Next Documentary

Imagine creating a video letter from 2011 to the 1960's in which young and old alike show their passion for "social media," in terms a time traveller would understand....and you'll gain an early sense of the concept for my next documentary.

The other day, I asked visitors to my vlog to consider the challenge of describing what we like to call "Social Media" to an individual from decades ago - a time before home computers, before the Internet (at least as a universally accessible resource), and certainly before social technology. Responses were fascinating - here are just a few:

21stCenturyCat suggested that Twitter was like having pen pals all over the world - but with immediate response.

EdElisea took the alternative approach, hosting a visitor from forty years ago in our modern time. He points out that before addressing social media, he would have to explain all of the strange noises a visitor would experience - car alarms, cell phone ring tones, talking GPS Units. THEN he would begin to explain today's powerful PC's.

Bearchay889 uses a grapevine analogy for most social media platforms, but suggests that YouTube would be more of a challenge to describe because of its unique technical characteristics.

Yllekr123 said: "If you tried to tell me 40 years ago about the internet I would have laughed at you."

journeyoflifevlogs perhaps summed it all up. He would ask inhabitants of 1971 to imagine technology that would enable people of all races to communicate and share inexpensively and from the comforts of home. He also pointed out that he would likely be "locked in a crazy home for the rest of my life."

Technologically, we live in an age so wildly distinct and unanticipated from just a few decades ago that it's becoming hard to comprehend how far we've come. Even the most visionary science fiction writers couldn't imagine the social tools we use today on a daily basis.

Today, many people still respond to the concept of tools like YouTube and Twitter with "I just don't get it." My film, in sending a "message to the past," could also be a fun way to better understand our revolutionary age.

This is at early stage - responses and input welcome! Subscribe to my Vlog on YouTube, if you haven't already!

My First iPad Impressions

[Check out and subscribe to my new iPad exploration channel, http://youtube.com/ipadaccordingtorich ]

With the purchase of new Ipad 2 (64 gb wifi-only, to be exact), I feel as if I've entered a new chapter in my social media explorations. I've only had the iPad for a few days, but I'm already beginning to see just what this half-laptop, half-iPhone is really all about.

The iPad, and many of the tablet competitors on the market, are particularly well-designed for the developing social media life-style. Yes, we can update Facebook and Twitter via smartphones, but those websites are better managed on the larger screen of a computer - or the more portable iPad/tablet computer.

Tablets allow for a more casuaul life-style. We're no longer chained to a desk, or even to the comparatively limited physical options of a laptop. The e-book revolution, of course, is connected to all matter of tablets, from the iPad to e-book dedicated devices. I wasn't sure how comfortable I would feel about e-books - but so far, I'm convinced.

There are limitations, of course. I certainly wouldn't attempt to edit a professional video on my iPad - but for most of my social media and word processing needs, the iPad is a pretty good option. More to come!

The Social Media Conudctor

As I write this, I'm waiting for the official announcement of the film schedule for the International Family Film Festival, where my documentary, "Bollywood Steps" will be screened.  It's empowering to have so many channels to send out information like this - vlogs, blogs, twitter, Facebook and the like.  The challenge, of course, is learning to use all of these tools together to achieve specific goals.

I was in the school orchestra only up to fifth grade, but I remain fascinated with the the frenetic, mysterious, raving gestures of the conductor, guiding dozens of individual musicians toward a uniform goal of creating beautiful music.   I'm equally fascinated with the truly effective "conductors" of the social media world - those individuals who are working to achieve specific goals, and are using all of the available outlets in concert to reach those goals.

If you follow Gary Vaynerchuk (author of social media's iconic book, "Crush It"),  you have noted his multi-tiered efforts to build excitement for his upcoming book, "The Thank You Economy."  In addition to simply reminding people that it's already available for pre-order, he's been engaging his followers by asking for promotional ideas, inviting them to small, randomly called chat sessions in the middle of the night, provided links to chapter previews, and, of course, constantly thanked his followers.   He's promoted the purchase of multiple copies of his new book, and even created limited-time incentives to encourage participation.  Vaynerchuk the "conductor" is leading his social media instruments toward something more inviting - sweeter music, one could say - than the hard sell.  While everything is aimed toward selling one specific product, his social media efforts are all about engagement.  

Personally, I'm intrigued with the challenge of creating such a campaign that might reach - and expand - the decidedly fringe-within-a-fringe audience to which this particular documentary appeals.   I'm also intrigued with the challenge of accomplishing all of this with a still very modest social media following.

I'm taping my conductor's baton on my virtual podium.  Wish me luck!

What's Been Happening in the World (According to Rich)?

When I began the year ten days ago, I decided I was going to try to update at least once a day.  It wasn't a new year's resolution, exactly - but I've been thinking that it's important to maintain regular creative output to really get into the spirit of things, social media speaking.  It's also not going to be very productive for me unless I create regular content.

What's been happening so far (not counting Twitter and Facebook!)

On January 1st, I posted an Audioboo podcast, "The Media Industry's Dusk and Dawn," which was a personal reflection on the shifting realities of the film/media industry - brought to mind after a lunch with some of my father's former colleagues - veterans of 20th Century Fox during the 1950's - 1980's.

I also posted a blog here, "Keeping My Creative Juices Flowing in 2011," on ramping up my social media presence. 

Finally, I discovered and began using a fun little social media site, facto.me, which simply allows the user to share interesting little trivia about themselves.  Here's my page.

January 2nd presented a gift in the form of snow in Los Angeles, and, naturally, I created a vlog.

On January 3rd, as the snow melted away, I reflected on the experience in an Audioboo.

On January 4th, I created another blog, "Looking Ahead:  A Few Initial Thoughts," which included some of my plans for the year, including my commitment to attend Vidcon again.

My January 5th Audioboo explored a coming vlog, in which my nephew and I will explore of Los Angeles's Hidden History.  In this case, we'll find remnants of dozens of airports that existed in L.A. during the early days of aviation.  The airports may be long gone, but if you look carefully, there's some surprising evidence still in place...

On January 6th, I finally revived my legacy blog (now called 'Childhood According to Rich') with "Model Magic," a story about a very special plastic model that took me to a far-off land.

On January 7th, I continued to post to Facto.me/rich. 

January 8th saw two Audioboos:  "Economy and Attitudes: Real Signs that the Tide is Turning," and "Schooltime Memories," in which I interviewed my nephew in a companion piece to tomorrow's vlog (which I had already shot but hadn't yet posted).

On January 9th, I posted the Vlog, "Schooltime Memories," in which I recalled the most memorable moments of the first few years of school.

Today, other than this blog, I also posted an Audioboo, "Some Stuff Safely Stored," on the previous weekend's journey through my family's storage locker...

So Far, So Good

Who Are Our Own? Defining the 'Industry' in the Age of Social Media

After I posted my recent blog on the Motion Picture and Television Fund, I received several comments on the fight to keep open the long-term care facility, which I mentioned only in passing, but which is a particularly intense and impassioned battle, sparked by the feeling that the Fund wasn't living up its charter that, in the entertainment industry, "we take care of our own."  The battle is still raging (for more information on what this is all about, check out http://www.savingthelivesofourown.org), though I believe that a critical question in a fractured and platform diverse entertainment industry may now be, "who are our own?"

Where once recorded entertainment was dominated by a precious few studio entities, the world today encompasses a wider world of craftspeople serving not only the studio and television industry, but the developing new/social media platforms that are continuing the tradition.   Independents and contractors far outnumber full-time staff, and the economic and technological realities of society and this industry have forever changed the employment landscape.

So, who are "we?" What is the entertainment industry community today, as far as traditional organizations like the Motion Picture and Television Fund?  I wonder if the benefit and power of a being a cohesive like-minded community of (as opposed to the media industry itself), is being harnessed to it's greatest advantage.  Is the potential base actually much wider than ever before, but lacking simple awareness of their common interests?  Are the traditional protective/non-profit interests even considering what some call "Digital Hollywood?"  Does "Digital Hollywood" even recognize their place in the entertainment industry "community?" Who do they consider "their own?"  And, who are "they," anyway?  - Are "they" one of "us?"

Is there a potential power base somewhere in all of this confusion?

Pondering my Noob Hat

As I continue my journey through my various social media outlets, my "holy grail" is to reach the ease of expression that my mentors (you know who you are) have reached over years of full-fledged immersion into the social media world.   Reaching that elusive plane of existence is tricky though - I'm still trying to measure my effectiveness at creating informative content.

Numbers aren't as critical as engaged users - That was one of the first lessons I learned about creating in the social media world.  The second was understanding that this is a process that evolves over time.  I understand that, as well - though I have to admit that it's a challenge to create at times when my viewership seems stagnant.

My objective from the beginning of this process was to adapt these tools into my creative / career efforts. Over the past year, as my knowledge and experience in social media has evolved, I've realized that it can take a critical role going forward - and I'm puzzled with my associates who carefully remain "off the grid" as far as social media is concerned.  Even at this early stage, I can't miss the potential.  It seems short sighted to ignore it.

While I've created media for a living, creating effective social media is a completely different challenge - and one with which I'm still fascinated.  Most of the sort of work I've traditionally done is out the door and gone - there's rarely the sort of ongoing interaction that social media expression encourages.  I admire social media entrepreneurs who are incorporating the entire package - writing, producing, editing, distributing and promoting whatever they create.  It's subversive to traditional media - which interests me to no end!

I've always felt that the learning "social media" will one day seem archaic as learning the telephone, but speaking for myself, I know I'm not there yet.  I'm still wearing my noob hat!

The Era of the Reboot

"Reboot."

It's a word I'm hearing more and more often, as professionals of all ages are re-thinking their current and future paths in their journey through the current economic hard times.

Rebooting isn't just adjusting to the current state of affairs; it's recognizing that the status quo in one's life needs to change.  Making a living, particularly at the behest of others, simply isn't doable anymore.   While the age of lifelong employment with one particular company is long gone, along with the assurance of a pension and even social security, the thought of long term survival is only now bubbling to the surface.  Simple understanding that you're likely to hold numerous jobs during your lifetime isn't enough; taking control of that future is now a priority.

Like it or not, we are becoming an entrepreneurial society.  Our individual survival will depend in large part on our ability to create a successful "personal brand" to keep us employed or moving ahead in our chosen profession.

So, in the sprit of rebooting and "doing something different," I'm going to try a bit of cross-platform "re-booting" theme - through YouTube, this blog, my audio podcast and perhaps even the Social Media Journeys blog, I'm going to create a complimentary series of media elements exploring this issue.  It's all part of my own personal reboot!

The Dawn of Spamalot

With apologies to Monty Python, be prepared for an onslaught of spam brought on in the wake of "The Social Network."  Legions of the previously disinterested buisness people are diving into social media with an "if that punk Mark Zuckerberg can do it, so can I" attitude, and little more than a vague idea that they've got to get stuff out there.

They're jumping into Twitter, creating a presence on Facebook, and otherwise frantically attacking social media worlds with little more than a vague impression of the social landscape as little more than another billboard on which to post their wares.  In the next few weeks and months, you'll see (or in some cases, will be totally unaware) crude attempts at social media.  I've heard first-hand from some who were previously borderline hostile to the concept.  Now, a great piece of filmmaking has created a wider awareness of social media, but, in the short term, a lot of media garbage.

Yes, I know all this has existed before, but now it will explode as never before across the landscape.

 - The use of Twitter as little more than an advertising platform, with little interest in engagement, and little knowledge of how Twitter can be used for such engagement;
- The creation of a presence on Facebook with little understanding of how to build and maintain that presence; and
 - The attempt at building communities without the understanding of little more than a "build it and they will come" mentality.

The result?  A flood of new users, a rapid burnout, and a bonanza for social media "experts," and, finally, perhaps, a long-overdue shake-out in those who see this as a "get rich quick" scheme.

Despite all of this initial mess, the ultimate result just might be a better informed, wider community of users.

So, it's not all bad.  To quote Monty Python, "Spam, Wonderful Spam!"

You Can't Measure Community

Gary Vaynerchuk, who wrote the excellent social media strategy guide, "Crush It" will be publishing "The Thank You Economy" in March of next year.  The product description on Amazon.com outlines his contention that "the people and companies harnessing the word-of-mouth power provided by multiplatform media - those that can shift their outlook and operations to be more customer-aware and fan-friendly - will pull away from the pack and profit in today's markets."

This is really the key, I think, to understanding the real practical purpose of social media.  So many people try to analyze the worth of social media by using old-school standards and measurements - "What's the ROI?" being the most common question. Social media, being a social strategy, can't be evaluated as a simple marketing tool. After all,  As this great video based the book Socialnomics asks, "What's the ROI of a telephone?"

Public perception sometimes is a brute; it doesn't invite subtlety. It demands simplicity. It resists change. The emergence of social media - and it's power to create a real personal connection with fans/followers/friends - is still a difficult concept to understand or apply.

Social Media is providing each of us the opportunity to create our own personalized community. How we use that community - from simple human interaction all the way to building product (or personal brand) loyalty (if that's your thing) - is entirely dependent upon our own individual imaginations - and our appreciation of our followers/readers/customers/viewers.  

It Takes a Story

I drove up to Santa Cruz for a “Social Media Meet-Up.”  It actually turned out to be a small event, but my conversations with KenRG and KevyNova were quite intriguing.

I’ve known Ken on and off since high school – I was a silent observer of his social media activity long before I dove in myself, and he’s one of the reasons I decided to take the plunge.  

I met KevyNova  at the meet-up  – Ken’s been chatting, tweeting and blogging about this talented musician for a while now.   In memory of his father, who passed away from cancer twelve years ago, KevyNova recently held a 24-hour marathon to raise money for cancer research – the entire event consisted solely of himself performing before his  Macbook iSight webcam.  Though both personal contacts, word of mouth, and social media, he raised over six thousand dollars.  It’s quite an impressive feat – and a great lesson in the power of networking.  He’s not a YouTube star- he doesn’t have a huge following. 

What he does have is a powerful story, the passion to make it happen, and the sincerity to make it real.  That almost sounds like the rules for a successful, meaningful life…

Social Media - Using the Tools to Grow the Community

If you're a social media "enthusiast," (in other words, you likely don't make your living from social media), you've probably faced one of the most common questions of the curious, "Yeah, but can you make money with it?"

In a field full of pundits, how-to books, and a world of a bad economy, social media is too often presented as part of a modern gold rush - a quick and easy way to make a living - today's "get rich quick" gimmick.

Even my favorite social media book, "Crush It," by Gary Vaynerchuk, is accompanied by the unfortunate subtitle, "Why Now is the Time to Cash In on Your Passion."  In fact, I very nearly passed on the book because of the usually misleading words, Cash In.  As it turned out, one of the lessons of that particular book was that social media isn't a "thing" - it's a strategy.

You don't benefit from social media in and of itself.  You benefit from applying social media strategies to achieve your particular goals and ambitions.   If you don't know what your ambitions are, or if you don't have a clear image of who you are as an individual, it will be very difficult to find a "productive" purpose for social media.    Social media is simultaneously a tool and a means of self expression.  I think that's an exciting convergence; it also presents an entirely new challenge that changes and evolves from person to person and cause to cause.

The legions of the curious, though, still far outnumber active users.  YouTube viewers far outnumber active members of the community that comments and interacts (which, in turn, is much larger than the active YouTube content creators).  Most people, I think, are dabblers in social media.

Case in Point:

Last week, there was a fundraiser for UNICEF, hosted by a couple of top British YouTubers, including Charlie McDonnell (known on YouTube as Charlieissocoollike).  The numbers that viewed the 24-hour live streaming show were underwhelming by mainstream media standards (10,000 - 20,000 at any given time) though the funds raised wasn't bad given the viewers (about 20,000 pounds - twice their stated goal).  The program was promoted by a number of noted YouTubers on their channels, each of whom contributed shot videos that played at various times throughout the show.  The show itself consisted of the two YouTubers, talking, answering questions, interviewing guests, and performing various audience challenges...etc. - you get the idea.  Even with it's modest success, it seems to me that the numbers should have been much higher, considering the aggregate subscribers of all of the YouTubers involved.

To both social media and traditional media readers, I pose a question:  Using social media tools or traditional media approaches, how would you have embarked on this sort of campaign to create a wider appeal to the YouTube community and beyond?

If you happen to see any of this show, I'd also be curious about your reaction.

Teaching Social Media and the Personal Brand

I had a great time the other day talking to students in the television production classes at Arcadia High School, taught by my friend Bill Citrin.  One class taught television news production, and the other, single camera production.

We talked about some of the basics of storytelling - which cuts across all forms of media - a good story is a good story, whether it's a minute long news piece, a short film, or a special effects-laden motion picture epic.  Or, for that matter, a good vlog on YouTube.

We discussed social media in general, and YouTube in particular.  Students with YouTube channels ranged from 1/4 to 1/3 of each class - even fewer posted on their channels on any regular basis.  Interestingly, some were surprised that YouTube was just five years old - it's become such a huge presence so quickly that it seems like it's been around forever.

But it hasn't.  When YouTube began, the term "social Media" was virtually unknown - Facebook, a year old, was still a small, college-centric site, and MySpace, the first huge social media destination, was all of two years old.

Now, we're bombarded with social media tools and destinations from all sides.  It's social media strategy that's still being invented.  Despite libraries full of instantly published books on succeeding in social media most with 2009-2010 copyright dates), and endless online resources, the vast majority of teens and professionals alike still struggle to find a relevant career-related "use" for social technology beyond simple networking.   Solutions are being developed, but  there really isn't a clear path to learning these methods.

I think that's why more students in a media-related class aren't yet involved in using social media.

Maybe the answer isn't simply to teach site-specific skills, but to explore the entire concept of building a "personal brand."  In other words:  Consider the tools available (social networking sites, social media sites) and then create a public image strategy designed to achieve personal and professional goals.

Comments on this blog are particularly invited!