Everyone’s a Publisher

The Internet is a great equalizer.

Like the Guttenberg Press, the Internet Press has forever changed the way in which we communicate.

Broadcast news organizations and journalists now follow citizen journalists as they develop news stories.

Citizen journalism through social networks is powerful.

The Zax

By Dr. Seuss

One day, making tracks
In the prairie of Prax,
Came a North-Going Zax
And a South-Going Zax.

And it happened that both of them came to a place
Where they bumped. There they stood.
Foot to foot. Face to face.

“Look here, now!” the North-Going Zax said, “I say!
You are blocking my path. You are right in my way.
I’m a North-Going Zax and I always go north.
Get out of my way, now, and let me go forth!”

“Who’s in whose way?” snapped the South-Going Zax.
“I always go south, making south-going tracks.
So you’re in MY way! And I ask you to move
And let me go south in my south-going groove.”

Then the North-Going Zax puffed his chest up with pride.
“I never,” he said, “take a step to one side.
And I’ll prove to you that I won’t change my ways
If I have to keep standing here fifty-nine days!”

“And I’ll prove to YOU,” yelled the South-Going Zax,
“That I can stand here in the prairie of Prax
For fifty-nine years! For I live by a rule
That I learned as a boy back in South-Going School.
Never budge! That’s my rule. Never budge in the least!
Not an inch to the west! Not an inch to the east!
I’ll stay here, not budging! I can and I will
If it makes you and me and the whole world stand still!”

Well . . .
Of course the world didn’t stand still. The world grew.
In a couple of years, the new highway came through
And they built it right over those two stubborn Zax
And left them there, standing un-budged in their tracks.

How Zax-like are we?

Ever tried convincing a boss that social media would be a good way for your organization to communicate?

Do you find yourself resisting new technology for the sake of comfort and convenience?

Are you, or someone you know as stubborn as a Zax?

Insanity

As Albert Einstein said:

“The definition of insanity is doing the same thing over and over again and expecting different results.”

Organizations stuck in the old way of communicating will find themselves left behind as their competitors move forward with their customers.

Natives vs. Immigrants

Young woman, or old lady?

Perspective is important.

Digital natives have grown up with broadband Internet.

Digital immigrants have learned how to use the Internet later in life.

Natives and immigrants have different perspectives and comfort levels for utilizing tools like social media.

Tribes

It’s important to recognize the unique characteristics of both your resources and your constituents.

Today, the goal is to share your content, then get your friends to share that content with their social networks.

As Seth Godin says, it’s about communicating with tribes.

Search Lottery

We measure effectiveness by the first page of Google search results.

Do you have just one Web property? If so, you only have one shot at securing a place in Google’s top 10 search results.

Why not maintain a few dozen Internet sites — ones you own and social media channels — to garner more search lottery tickets?

Use an Online Newsroom

Many overlook the effectiveness of an online press room, providing tailored information to journalists. Because it’s online, it also reaches other constituents.

A social media equipped — meaning it can be easily shared with other tribes — online newsroom is one of today’s most effective public relations tools.

Facebook

Fan pages on Facebook provide a great way for organizations to communicate with key audiences.

Facebook pages can garner deep social networks, delivering important information beyond your central hub and onto the fringes of the Web.

Use YouTube

YouTube should be dubbed: Your free Internet-based TV channel.

Use it for advertising, entertaining and informing.

Produce as much video content as possible about your products and services.

If a picture is worth 1,000 words, a video is worth a million.

Use Flickr

Especially if what you do is visual — you’re a performing artist, an architect, a graphic designer, a pool builder — you should use Flickr.

Think of it as your free online portfolio.

It’s portable. Anyone can access and share it.

You can reach deep into social networks, demonstrating your expertise.

Use a Blog

Don’t underestimate the power of a blog to share information, position yourself as a thought leader, develop a larger following and promote products and services.

Use a blog separately from your home page.

It’s a more personal channel of communication and it’s just as important as your main site.

Produce a Podcast

Audio or video podcasts aren’t nearly as numerous as blogs. Use a podcast as a way to stand out and position your organization in the crowded marketplace.

Besides your own Web site, be sure to distribute your content in easily accessible places like iTunes or YouTube.

Join a Real Community

Virtual networks are great, but analog friends are irreplaceable.

Look for an organization with similar interests.

You and your organization should join and get involved!

For example, I helped organize and now serve as program director for the Social Media Club of Salt Lake City.

Utah Social Media Awards

Your mission is to nominate a dozen social media practitioners or companies using social media effectively — for the world’s first Social Media Club sponsored awards program to be held in Salt Lake City in November.

Nominations are accepted until August 31, 2009.

Tickets are now available at UtahSocialMediaAwards.info and in the lobby.

Don’t be left out.

And remember, everyone’s a publisher!

Thank you.