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I’m an engagement preacher. No other stat matters in social media quite as much as engagement. Likes, Retweets, Trackbacks, Comments. These are the things that show that your content isn’t just getting read– it’s getting shared.

Here are five ways each of my blog posts is engaged with.

  1. Comments (On the blog itself, on Facebook, and on Twitter)
  2. Facebook like and shares (I have a limited reach. But through my reach I have unlimited viral capabilities.)
  3. Twitter links and retweets (Did someone like you post enough to post on their Twitter account? Did anyone retweet the link?)
  4. Private discussion (I get a lot of e-mails, Twitter direct messages, and Facebook messages with each blog post. I even tally the number of times people see me in person and mention something I’ve written. That’s all engagement.)
  5. Blog excerpts (Getting a paragraph pulled from a post and having it create content for another blogger/online magazine is awesome engagement. It’s like an annotated recommendation.)

What are ways you engage with your audience?

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The internet & privacy

June 3, 2010

Photo by Will Lion via Flickr (creative commons)

Lately there has been a lot of angst about internet privacy. This came to a head when Facebook changed some privacy settings which angered some users who believed that they had a right to privacy with stuff they shared on the site. Some folks ever started a movement called QuitFacebookDay.com over it.

As a person who does internet development, a long time blogger, and someone who “gets the internet,” I just wanted to give you a reality check.

You don’t have privacy, anywhere. If you think you do– you have never read those little contracts you sign, user agreements that you click “yes” to in order to use sites or software, nor read a single privacy policy on nearly every commercial website on the planet.

I don’t want to scare you, but here is a snapshot of the data “we the internet people” collect from you every single day. We don’t do much with this… but we collect this information:

  • Every time you Google something, Google logs that. They know what you search, what you clicked on– Google is, by far, the largest repository of user data anywhere.
  • Every time you make a phone call, your cell phone company knows who you called, where you called from, and how long you talked.
  • If you have a GPS enabled smart phone, your cell phone company knows your exact location any time its turned on whether you are actively using it or not.
  • Your IP and MAC addresses are logged by every website you’ve ever visited. The sites servers know how many times you’ve been there, how long you stayed, and what you looked at. Even free Google Analytics tools can show any website owner this information.
  • Everything you post on Twitter or Facebook (or WordPress or Blogger) belongs to them, not you. Since it is their property they can do whatever they want with it. Every message, every picture, everything you like, everything you direct message.
  • Any time you purchase something from an online retailer, they collect even more information. They know that other stuff about your browsing history, plus they know what you buy, how often you buy, your shipping and billing address, what category of stuff you like to look at, on and on. The only part of the transaction that they can’t really do anything with is your credit card number.
  • If you store documents online, an administrator could access that information, if they wanted or needed to.

If you don’t see https: (the “s” means that the area of the site is certified as secure by someone like VeriSign. Of course, certified and verified as such are two different things.) in the address bar, you shouldn’t have any perception of privacy.

Whatever you do online is somehow public

What is interesting to me about the privacy concerns is that the stuff that people are worried about– is typically happening in real life! Don’t want future employers to see you dancing on a table while intoxicated? Sheesh, don’t blame Facebook for that, blame your drunk self! Don’t want one group of people to know something about you? Don’t talk about it on Twitter!

The irony of the privacy concerns is that people have willingly agreed to the terms of service and have willingly posted content to websites that they now don’t want put in the public.

It makes me gigle. No one ever told you this was private, you just thought it was.

There is no such thing as “internet privacy.

It’s about ethics

As a web developer, you need to know how much value that 99% of website owners put on this data. If a sites privacy policy says they won’t share that information– 99% of organizations won’t. Their reputation is on the line. And there are plenty of watchdogs and lawyers all to happy to create legal grief for those who violate their privacy policies.

Companies may (and most do) use it for their own purposes as outlined in the privacy policy. The funny part is that collecting and learning from this information makes you love most sites instead of loathe them. Most people like it that iTunes or Amazon.com “gets to know their preferences” and make recommendations to you. Statistics show you are much more likely to click on, and buy from, advertisers who target their ads to your preferences. If you are called to appear in court, you’d be happy to know that your cell phone can provide an alibi.

The opposite of compartmentalism

When I was a high school student, youth pastors preached about the ills of compartmentalism all the time. The irony is that todays privacy-free society has those same people crying for just a little compartmentalization!

Fair Warning

My recommendation is not to flee. It’s to live an honest and transparent life. If you live in a way where you have nothing to hide than your level of privacy is rather innocuous.

But the opposite is also true, as well. If you are going places you ought not go or doing things you know are naughty… you are just building up the evidence against yourself. Somewhere someone already knows. And everything you are doing leaves a breadcrumb to your future embarrassment.

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I laugh when I see the term, “social media expert. Let’s be honest. It’s an emerging field and the only thing that makes someone an expert is that they have labeled themselves as such and they read Mashable and Seth Godin.

With that in mind, I’ll just point out that for the last two years I’ve gotten paid to handle social media. I don’t know if that makes me an expert in the field, but it does mean that I’m employed in the field. (And I read Mashable and Seth Godin just for good measure.)

So, how do I measure success?

False positives

  • Size of following. Having 25,000 followers on Twitter or 10,000 fans of your Facebook page doesn’t mean jack.
  • Contest excitement. I love hosting contests as much as the next guy, but hosting a big contest doesn’t mean jack.
  • Being active. Utilizing the tools of social media is important, but just showing up doesn’t mean jack.
  • Atta boys. [Or atta girls] When you first get started everyone in your organization will be excited, but that doesn’t mean jack.
  • Sales or lead generation. This may make the boss happy, but in most cases it doesn’t mean jack.

True positives

  • Engagement. Are your followers, fans, subscribers listening to the stuff you send out in a measurable way? Do they click on links you recommend? Do they comment on stuff you post? Do they open the emails you send? Having a large following is only as valuable as your ability to engage those people. Otherwise, your just another message they are ignoring. I’d rather have 100 engaged Twitter followers than 25,000 who ignore me. What to measure: comments, likes, open rates, click rates, number of clicks, mentions on fan/followers feeds.
  • Users who contribute. Is your effort a two-way conversation? Traditional marketing is about pushing a message. Social media is about pulling a response. It’s shocking to me how many organizations have large followings but only push. And they wonder why they think their social media efforts are a waste of money? They are! What to measure: Submissions, Facebook messages, Twitter direct messages, unsolicited or solicited ideas.
  • Repeaters. This post is the perfect example. When I press publish on this blog post, my own network will draw a couple hundred visitors. But this post will be read several thousand times in just 7 days. How did that happen? Repeaters. What to measure: Facebook shares, Twitter retweets, add-to-this analytics, trackbacks, blog posts about your content/product/service.

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What’s going to be the next cool thing? Of course, I can’t predict the future. But I can see some technologies that are just on the edge of getting to the masses which I think will be game changers in 2010. All are just a price-point change away from radically changing the way we interact with the world.

Here’s what to look for in the coming year:

  1. Location-based mobile everything. Smart phones have taken over the mobile phone world. GPS-enabled smart phones. With the incredible popularity of iPhone 3G3 and the recent emergence of Droid OS phones, I think we’re about to see an explosion in the sophistication and participation of location-based games. Two that are on the market already, Gowalla and Foursquare, have gained traction among early adapters from Twitter and Facebook. While fun, I think in a year we’ll look back at them like we did at Pacman after Nintendo hit the market. Also, once more mobile Twitter clients become geolocation enabled I think we’ll really see some games (and utilities) pop onto phones that are wildly popular.
  2. Augmented reality takes off. This technology is getting increasingly cheaper. And as this comes out of the lab and high-end marketing applications to generally available among web/graphic designers… look out. Here’s a video that gives you an idea of how cool augmented reality is:
  3. Scams are back. Technology has a Wild West feel to it again. And any time you have a wild west feel, you have scammers waiting to cheat you out of money. The interconnectedness that we all love also makes us vulnerable to scammers. As we link more and more of our lives to Facebook and Twitter, we are lured into trusting that those gateways are safe and secure. But they aren’t! Let’s say you connect your Twitter account to your Amazon.com account or Mint.com accounts. Bam, you are a sitting duck. Scammers have proven they can trick you into giving them your Twitter password and from their they can/will gain access to all sorts of personal information. The unhealthy trust we all have that Twitter/Facebook are ensuring that people who access their API will truly adhere to the terms of service has set us all up for scams. This will be big in 2010.
  4. IRL. The first three things on this list point to the need for In Real Life to be a tech trend to watch. Experience is back. Meet-ups, events, and tech free zones are a trend to watch out for in 2010. Of course, those things don’t really provide the intimate relationships our souls crave, but they are legitimate experiences people seeing the world through augmented reality and redefined friendship will seek out in 2010. In the church world I think we’ll see the closing of many online church campuses, satelite-feeds, and other non-IRL “ministry” things as people seek human interaction more than the convenience of church from their laptop or mobile phone.
  5. Interactive storytelling. In 2009, YouTube enabled a feature which allows you to post links to other YouTube videos from within the player. I think we’re just at the beginning of some fun storytelling and “choose your own adventure” types of viral videos. Here’s one that I really like to give you an idea: (enjoy your adventure)

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