Showing posts with label Customer Relationship Management. Show all posts
Showing posts with label Customer Relationship Management. Show all posts

The Good, the Bad and the Ugly on Linked In

"You wouldn't worry about what others think of you if only you realized they seldom do."
~Eleanor Roosevelt














Now that I await my next career pinnacle to begin with an innovative, forward thinking telecommunication company with a solid balance sheet and clear executive management direction (criteria I used when evaluating who I wanted to work for), I am better equipped to step back and think about Linked In clearly and objectively on its benefits as a professional.
THE GOOD:
  • OLD Connections: with former colleagues, clients and managers that I otherwise may have lost touch with had I not signed up for Linked In.
  • NEW Connections: with thought innovators, active Linked In participants who offer expertise, share knowledge for free WITHOUT trying to sell anything (an application, a trial, a software, a service, information);
  • RECOMMENDATIONS: I've been reminded about some of the good I've done in my career when past associates provide Recommendations. The most honorable being the ones who did it without any encouragement, or some of the ones who we faced and collaborated to overcome obstacles together. Reminding me that issues are often not self-induced, often requiring hard work, dividing and conquering, and a positive attitude. People remember how you handled it and fixed matters far longer than what the issues may have been to begin with.
  • INFORMATION: Knowledge, learning and sharpening your skills are important in this fast changing world. What mattered yesterday is not what matters today.
  • FOLLOW: Linked In makes it easy for you to "FOLLOW" companies or organizations that you are interested or involved in -- be it as a shareholder, investor, vendor, contributor. You can also "FOLLOW" those that inspire you or whom you would like to learn from -- Bill Gates, Richard Branson, to mention a couple that are obvious.
  • ENTREPRENEURS: If you are a business owner you should be on top of what is impacting business today. Even if you are ready to cross it off as irrelevant to your own business (i.e. cloud, data or social media), you may want to be informed to avoid pitfalls you may unwillingly be falling into.
  • SALES PROFESSIONALS: Linked In, to many sales professionals, is a contact grab and that is about it. Don't just use a name as a contact, title for your CRM (Customer Relationship Management) system to keep managers at bay or to accumulate names. You can benefit by "Follow"ing your customers/company for insight on what they are saying or sharing -- so that you can expand your insights and identify opportunities for what you are selling.
  • WEB-I-NOMICS: Linked In is a cash cow of information that allows others to gain knowledge. You can curate valuable information for your website that inform and create conversations with your customers, vendors and prospects.
  • EXPERTISE: Linked In features are continuously expanding and bringing value to its users. You can collaborate, curate, post, share information that eventually can signify your expertise on subject matters. You can write blog posts to expose your knowledge to draw advocates, followers, colleagues, managers, customers and vendors. Even sharing quotes, articles from third parties, can attract comments or shares that endorse the worthiness of what you are sharing.
  • GROUPS: One of the first features I started using was joining a couple of groups that related to my career. They allowed me to participate in discussions, answer questions ... which tested my expertise, collaborated with others, .... or pose questions from others to provide input from the same industry or professional designation (i.e. Project Manager, Business Development, etc). I have made significant contacts that have brought tremendous growth, learning, mentoring and value.
  • PRIVACY: You are in control of what others see about you because you personally create your profile. You can set your profile privacy to make it difficult for recruiters, spammers or serial sales people from pitching you (which can be annoying to some if not all). You can also see who has looked at your profile (as long as they don't set themselves as anonymous).
  • JOBS: If you are looking for work, Linked In is a superb repository of information on a variety of recruitment firms, looking up the person you may be interviewing with, connecting with those who may bridge an opportunity (i.e. referrals) look up a company, or link to website, etc.
  • COMMUNICATE: You can make Linked In what you want it to be. You can reach out, touch base with your contacts. I like Linked In feature of letting me know who has a new job to congratulate them on, celebrating a work anniversary, or even acknowledging a birthday. You can control how you communicate and not disclose your personal email by restricting and staying within Linked In MESSAGES. It does allow you to check off if you don't mind sharing your personal email or as the next step in communications.
  • PERSONALIZE: This profile is all about you! How rigid you are filling in the blanks may demonstrate just that. Give insight to your personality, whether it is gregarious or academic, think of your audience and what perception you want them to have. Use the summary if you're bursting with creativity. AND ... for heaven's sake, post a photo. I won't get into the selfies, because we all know if you are on this planet you have a phone with a camera. You may as well use it. Suffice to say, you may be a water skiing enthusiast or were the party favor at the last event, but this is not the place you want to showcase that. Photo finishing has diminished so those businesses offer photo taking services and will even have a scanned image that you can upload at a nominal fee -- think Passport photo with a smile -- smiling is never a bad idea if you want to appear friendly and approachable.
THE BAD:
  • SELF-PROCLAIMED EXPERTS: There are so many "Experts" on Linked In my head spins at times. In fact, if someone states "EXPERT" on the profile, my first reaction is to think "NOT!". Ultimately, expertise is a label that others give you. It is often demonstrated by a lot of credible Recommendations from subject matter professionals.
  • SELF-PROMOTION: If all you post is me, myself, I ... that is about all who is going to be reading what you post. Your connections will appreciate posts and shares that are interesting and relevant to a professional audience.
  • ANONYMITY: Privacy protection and security are front and center in many people and company's minds. Therefore, they will set their privacy by default to remain anonymous. On the flip side, I'm not sure others feel the same way, lurking a profile under cover can be annoying to the recipient. In my opinion, being open also relays credibility. I am certain there are a variety of reasons why persons want to remain hidden, I'm just not a fan of this practice.
  • COSTS: Nothing is ever free 100%. Linked In is accountable for its financials and creates nuggets to entice you to subscribe to additional features and benefits. At least it isn't hidden and you can see your options and determine what is best for you. Heck, you can probably write it off as a professional subscription or networking expense.
  • ENDORSEMENTS: With the added feature of "Endorsements" comes questioning (to me anyhow) how important or how much weight others play on this feature. For example, if you have a lot of connections, you may not do business with them personally -- how can they truly attest to the skill being endorsed? The user selects the skills on their profile, which is flagged in front of their connections to endorse them. However, it is cool when an associate endorses you that you do know -- it can be a signal that they recognize that ability. The user can distinguish this, while the audience cannot. Alternatively, if someone endorses you, do you feel obliged to endorse them for something that you may not have professionally experienced?
  • AWARENESS: Linked In helps entrepreneurs, executives, employees and companies have presence on its pages. I'm amazed when I suggest to someone to get a profile up and they hesitate or avoid it altogether, citing the reason as privacy. In today's world, that is hardly an excuse but certainly it is everyone's prerogative. I also suggest that if you have a company or organization, create your Company Page. Don't assume either that since it is there that it should remain dormant. Like your website, keep it updated and relevant to the audience or customers you want to attract. If you are recruiting, use the job boards, search out potential candidates profiles, their links, comments, posts to get a feel for the person. The chances are they will be doing the same of you.
  • BRANDING: Be on top of your brand, whether it is "ME, INC." or a major named corporation. Monitor what people may be saying about your CEO, HR, executive, management or culture. It may start out as a minor squeak but could erupt into a public relations nightmare. Identify and acknowledge who is responsible for this. You'd be surprised how many people stray off topic in groups to give examples of poor treatment by a professional or company. Encourage your employees to be on Linked In, leverage it for the knowledge it presents, and champion subject matter expertise by participation.
THE UGLY:
  • INVITATIONS: This is an area I've spoken to colleagues and associates about. It seems many are annoyed by invitations to connect from people "out of the blue" that they don't know. Again, this is something you can control. You can choose to ignore any invitations from parties unknown. I do suggest if you are compelled with the urge to connect with someone - send the invitation with an explanation as to why you would benefit (or better yet how they may) by connecting and exchanging information via posts. Personally, I professionally had my vision and goal to work for a specific company and searched who I perceived the hiring managers would be and sent an invitation. Lo and behold, this is the same company I will start working for at the end of August! I hardly think a company representative is going to blow you off. Everyone in every company is a customer service representative, whether they have it on their title or not!
  • MESSAGES: Theoretically, the only inbound messages you should get are from those that are a connection. However, Linked In offers a paid feature as part of subscription packages called IN-MAIL. The package you subscribe to determines the number of IN-MAIL messages you are allowed -- which are basically unsolicited messages from others. If you are a recruiter, in marketing or a social media advocate, you may have more connections than average. That can also lend itself to a larger number of virtual strangers messaging you.
  • DATING: Linked In is not a dating site. Unfortunately, some boneheads do try to use it as a soft way of introducing themselves and approaching you if you inadvertently accepted the invitation under the umbrella of business networking. I hear ya ... but they can't seem to read the "Married" part of your profile.
  • SOLICITATION: Even if you actively monitor who your contacts are or are selective, you will often find yourself a recipient of a message that solicits (or recommends) a service, software, product or site. Message to senders: This is not a wise way of prospecting, never mind cold calling a complete stranger. Use it as a tool to gather information, not send information.
  • PRIVACY: You go through all that trouble of keeping your information private, being selective on who you network with then BAM! Some nerd (to be polite) sends out a group message and you find your name muddled in with a bunch of other people. Yes, pretty much everyone is shaking their head before X-ing you out of their connections after you disclosed their name. People can look up your connections but be respectful of that information. I advise you stay clear of group messaging. That's not networking anyhow, that is broadcasting. There is an appropriate feature that Linked In offers by telling you that you have a connection within a certain company that you can reach out to and request a referral.
  • GRAMMAR: Some may wonder why I include this ... it should never get too old to continually remind people to check their spelling on their profiles -- you are promotingYOU and who you represent/work for and you owe everyone attention to detail. Even if it is just a comment, ensure that you use proper grammar and check for spelling ... heck, double check the spelling of the person's name if you are going to use it. (I have distinct spelling for my name and it is often misspelled). Run your summary or post through a Word software program and spell check it before uploading is a good idea.
  • CLUTTER: As with any website that has experienced growth, you may have noticed Linked In has a lot going on your page when you visit. It uses intuitive software to predict who, what you should know, what you are interested in reading based on past clicks. There are far more article suggestions now that populate Linked In as they opened up the ability for anyone to post. The choices you make, the clicks you enter, and the time you spend on Linked In is your own individual preference.
  • COMPETITION: There isn't much competition to Linked In on professional social networking, however, they are still competing for your attention while you are online. They will continue to navigate and update thus change is a given. They will continue to tempt you with subscription benefits in order to continue generating a revenue stream. I predict that what you see for free will eventually be eroded or what you want expanded upon charged for.  
  • AUTHORITY: As endorsements continually grow along with the number of people who are writing posts, it may be getting more confusing as to whom really has the authority on a topic. Linked In chooses a number of Followers you have on your Posts, so it is basically a numbers game. (I'm not sure how they do it, but I gather that it is a combination of your network number and how likely people are to read or share your posts and what that additional viewership entails). A higher profile is typically dependent on who you are (i.e. Bill Gates), how many followers you attract, or have the number of comments on your posts will indicate expertise based on those numbers. If you have a post that gains a lot of attention, it could be recommended by Linked In under its PULSE highlights.
  • NEGATIVITY: You can see for yourself in groups or on posts. Sometimes, heated debates erupt or I think some people say silly things to get attention, albeit often negative. You are what you post, comment, write and it is your personal brand that you are impacting. Treat it genuinely and respectfully.
  • MANNERS: Thank you are the two most powerful words in business, social media, Linked In, or anywhere. Be known for your manners. Be honest, be authentic. If someone compliments a post or shares it, thank them. Social media in all its glory boils down to "if you scratch my back, I will scratch your's". There are a number of examples, but one that maybe is not a right or realistic expectation .... if you notice you have a fan who continuously comments, compliments or shares your posts, recognize them by name and say "Thank you". If you can, even read some of their posts and comment or hit like if that is how you feel.
There you have it: the good, the bad and the ugly of Linked In. I'm sure there are a lot a great experiences along with a few nightmares. The bottom line is, it is a great repository of YOUR career information. Think of it as a tool. How well it works for you is how attuned you are.
"I destroy my enemies when I make them my friends."
~Abraham Lincoln
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Fear of FEEDBACK?

We all have those ah-ha moments.  One came to me this morning when I became irritated by something and itched to tweet and broadcast about it across multiple social media platforms.



However, I had to hold myself back and remind myself that social media to me represents:
  1. A format to learn new and interesting things
  2. A way to share positive news, events, people, innovation
  3. To share the knowledge I have for free
  4. Share inspiration, motivation and knowledge
  5. Support causes near and dear to my heart (i.e. anti-bullying, education, etc.)
  6. Not to use it to express displeasure based on personal experience
  7. Stay clear of controversy 
  8. Be known to be a positive person and influence
  9. Attract positive people and organizations
  10. Promote greatness 
  11. Cheer on Canada and my home city Calgary
  12. Curate beautiful photography, imagery and art
  13. Be an advocate of social media and its ability to inspire positive change
OK, I may have slipped a couple of times.  I'm prone to mistakes like anyone else.  Those mistakes are there to serve as reminders to what my goals are and why I have them.

It did occur to me based on this irritant that people or organizations may be avoiding social media for one very big reason:  Fear of feedback.  Perhaps those who are accustomed to breaking promises, being unprofessional or unpopular conduct may just become targets of dissatisfied customers or people.  

It makes me wonder.  Would some organizations or people avoid social media for that very reason?  On the flip side, if you don't put yourself or your organization how will you know?  After all, we all learn from our mistakes and from feedback.  The more negative the feedback, the more there is to be learned by it ... right?

Certainly I observe a lot of people and companies who use social media to spam (aka broadcast) what they want others to believe about them.  Unfortunately, that perception cannot always be controlled.  I would suggest stop hiding behind excuses as to why you haven't launched your social media program.



Putting yourself out there demonstrates credibility in many ways.  If you are going to put yourself in the game, you have to accept defeat and celebrate success.  Don't expect to only be able to broadcast promos, success, etc.  

Embrace social media as a means to:
  1. Monitor your reputation
  2. Maintain a positive brand (corporate or "YOU, INC."
  3. Develop a positive reputation 
  4. Be known to support a cause, philosophy, innovation, inspiration
  5. Provide knowledge and educate others
  6. Avoid me, me, me
  7. Open doors on new networks, people, organizations
  8. Avoid or minimize negative publicity
  9. Be aware of what others are thinking or saying about you
  10. Show you care
  11. Use it to learn how you can be better
  12. Get the feedback that you may not hearing from your own team
  13. Be proactive rather than reactive
  14. It can drive awareness, generate new leads, create a better brand
I would suggest that you embrace social media.  It is a tool that is free.  Learn how to use it to your advantage, whether it be by learning more about yourself or your company's identity, or developing advocates who want to sing your praises.



Unless you are a celebrity or politician, you can continue to avoid Social Media.  Sadly, you are doing yourself and your company a disservice.  Oh, and don't just set up a page or Twitter account and let it sit dormant.  That is like having a sign "open for business" with the lights off and the doors locked.

Take the time to speak to someone who has developed influence (visit Klout or KRED.com or Linked In).  There are a growing number of professionals who will and can discuss its benefits without you having to sign up or commit to anything.  In fact, there are folks like me, who are willing to curate your content like any other outsourced, sub-contracted relationship.  They will post based on what you guide them to post and create content that can elevate your reputation just by having the right content.  They usually have high KLOUT or KRED scores themselves (these are independent third parties who monitor and provide diagnostics where everyone is on an even playing field and compared based on how credible they are based on topics they have expertise on).

Whew, this has been the best reminder possible.  I am feeling better and using my knowledge for the benefit of others and creating positive vibes.  It is far better than having tweeted or broadcast on Facebook what a *^%&*&# lousy experience I had and how I wished that #*&%*(&# would have reacted better.  After all, it is my reaction that has far reaching ramifications.  Yep, I feel better about myself overall.



More than anything .... I do feel wiser.  And yes, it reminded me of my own personal goals.


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WALK before you RUN ... STOP before you POST ... SLOW DOWN before you LAUNCH


"Feedback is the Breakfast of Champions"
~Ken Blanchard


There is an increasing alarming trend of social media enthusiasts launching displeasure at their nemesis via Social Media.  Which brings to mind the Blog Title:  "WALK before you RUN (i.e. install new programs) ... STOP before you POST (think of the ramifications of what your brand is doing) .... SLOW DOWN before you LAUNCH (do a careful analysis of how you will manage Social Media before you simply launch your brand).  Airlines seem to be the highest target of displeasure these days, I would imagine with all the weather challenges causing travel mayhem over the holiday travel season. 



Just by performing a Google search "travel displeasure expressed" I was able to find plenty. 

  1.  Facebook https://www.facebook.com/USAirways/posts/10151562598183473
  2.  New York Times:  http://www.nytimes.com/2014/01/14/business/southwest-flight-to-missouri-lands-at-the-wrong-airport.html?_r=0
  3.  Linked In:  http://www.linkedin.com/today/post/article/20121014052901-204274949-no-airline-bashing-from-me?trk=vsrp_influencer_content_res_name&trkInfo=VSRPsearchId%3A701314631389748985907%2CVSRPtargetId%3A5084%2CVSRPcmpt%3Aprimary
So much so that even Trip Advisor has launched their Airline Review feature (story by NextWeb).

Having become such a topical subject, even USA Today posted how to write an effective complaint to an airline.

What surprised me what wasn't being said:  how negative social media feedback has the airlines scrambling to recoup and recover.  It is impacting dozens of other brands.  This creates ample opportunity for Social Media advisors to flourish!

NOTE:  This is not solely an airline dilemma but only used based on very recent developments.  I had my own soap opera with an airline after I went online to express my own displeasure on service by a particular airline on a recent trip to Mexico with my sister.  Here are some of my observations:

  1. Organizations are asking for consumers to resort to online ordering, booking, etc. which obviously decreases human capital;
  2. They are asking for online feedback or bookings but not drawing out a full organizational plan on how communications/feedback is going to be handled, how, by whom and when? 
  3. The same websites that are promoting feedback, online bookings are not making sure that recent developments are being updated or communicated  across channels to those interacting with customers directly(i.e.  a special seat selection feature was not posted nor communicated when a 1-800 was called)
  4. Everyone seems to have recognized that "be there or be square" is a necessity for social media but it hasn't been prioritized or effectively organized before it has been launched.  Results:  Knee jerk reaction instead of carefully crafted planning.




 
Another personal example that prompted me to write was after purchasing a Christmas present for a beauty service for my sister using my credit card, when trying to telephone to book an appointment over the telephone I got a broadcast message, they didn't answer and referred to their website to book online.   Unfortunately, the website would only allow the booking to be made if you provided a credit card, which I didn't want to do since the service had already been paid for ... nor was it updated to allow entering the most recent promotion.  I would have really have liked to emphasized with them that whenever a customer is willing to speak to you personally,  you shouldn't take away this opportunity to learn what they want, what inspired them to call.  It strongly communicates complacency and lack of care .... quite the opposite of savvy or hip thinking they're ahead of the curve.

Peter (Petra) isn't talking to Paul (Paula) in organizations apparently.  Managing your online data, website, social media is imploding at an alarming rate -- the same rate as Social Media panic adoption is unfolding.   Unfortunately, it is seemingly being used as a Marketing Tool to promote (or what I sometimes call SPAM)  nice stories, or brilliantly leverage viral messaging i.e.  West Jet's Christmas miracle.  Let's be honest:  this is not "engaging" with your customers, it is broadcasting, self promotion (aka SPAM) and dictating what you want them to believe.

 



What seems sad is that when opinions don't agree with the masses (often employees or related advocates) they aren't improving matters.  Defending by bullying is not positive, but fighting fire with fire, or adding fuel to an ember.  I wondered out loud if savvy social media campaigns that go viral are not simply leveraged advertising campaigns that are significant.  At least Old Spice is open and honest that their viral campaigns ARE advertising campaigns and are even tied in with television commercials.  Beware, if you are going to express your opinion, you had better be prepared for open attack.  Thankfully, Mike Lehr, @MikeLehrOZA an Intuition Expert and Author, defended the writer's opinion and things quietened down:

  •  First, this is an advertisement. Second, it is heart warming; the volunteers should be commended. The comment by +BLOCKED OUT  is unscrupulous.
  • Let's remember that good people are often used to serve purposes we don't like. I know I have been used in such a manner. However, let's not confuse criticism for the effort as criticism for the people involved and for their efforts
  • The best example is war. Good men and women, with very good intentions, are sometimes sent to fight for questionable purposes determined by others. There is a difference between criticizing the war and criticizing the soldiers. One does not mean you are also criticizing the other. In Vietnam, we treated the soldiers badly for a war we did not like. This was wrong. An overwhelming number of these soldiers, including my deceased cousin, were good people not baby killers. In Iraq and Afghanistan, while most do not like the war, this time we realize that the vast majority of soldiers are good people working hard and we are treating them far better.
  • Returning to Jeannette's point at hand, she is criticizing the war, not the soldiers. However, it's easy for those who support the war to discredit critics by trying to say criticism for the war is also criticism for the soldiers. This is an unscrupulous tactic.
  • If there are problems with Jeannette's facts about the circumstances surrounding the advertisement, let's hear it. However, unless I misread something, I don't believe Jeannette attacked any volunteer or their efforts.
  • Let's also face it that often companies with a troubling image pay a lot of money to revamp it. WalMart changed it's logo to add a yellow, friendly sun. BP after the Gulf disaster spent much on an advertising campaign highlighting its environmental efforts. It's not inconceivable that West Jet is doing the same. That is what I believe Jeannette is calling into question
Feedback is good for me and I learn a great deal from both the positive and negative sides:  it helps me to define, improve, or expand on messages, posts, content.  Sadly, this same advice could be applied by the many brands, industries, companies that are bulldozing their way on to the Social Media scene without much forethought.  What the above was a brilliant opportunity to turn controversy and feedback into more positive wins. 



I get the impression that there are so many ways that Social Media is being misunderstood and/or mismanaged.  My suggestion:  instead of marketing, IT and webmaster battling for control, organizations start thinking of a new title:  Chief Messaging Officer.  This person would be an insider who could objectively look at, monitor, and author messaging from the organization to ensure that it is all seamless and connected across all fronts rather than the often fragmented methodology. 



Draw out a Feedback chart for heavens sake.  Draw the lines on who responds to what, with it tied in with Social Media.  Organizations are taking the time to promote the brand, pay for agencies by the boatload of money but not really protecting their feedback channels.  Consider the old adage that good news travels fast, but negative faster.  Like the Facebook post example, you can't manage or control what users do or what platform they use to express their displeasure, but you can sure be more proactive in managing the feedback by turning the adversaries into advocates (Previous Blog Post:  Turn Adversaries into Advocates ) or a great recent post by one of my favorite writers from Forbes, TJ McCue "How to get more positive reviews!

So ... like I said, WALK before you RUN with it, STOP before you POST a response, and SLOW DOWN before you LAUNCH your social media program -- start identifying and placing more importance on feedback, looping website/promotions to social media messaging, be responsive and embrace feedback for what it is worth:  a way to uncover opportunities to make improvements.






"All the adversities I've had in my life, all my troubles and obstacles have strengthened me .... you may not realize it when it happens, but a kick in the teeth  may be the best thing in the world for you."


~Walt Disney


Do you agree with my comments?  Have any suggestions on how companies can handle their social media better?  Do you also think that disgruntled customers are going to get louder and louder?  I'd love to hear from you! 

In the meantime, make 2014 your best year ever!



 




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