More and more often in this economy businesses are stepping out into the talent pool looking for knowledge and help to gain a competitive edge, and the collaborative environment we know as social media is the perfect breeding ground for just this very activity.

Ask any freelancer what the biggest problem they’re facing in business today is, and they’ll likely tell you that it’s those that begin sentences with “let me buy you lunch.”  Although lunch is important and there is a high likelihood that they’ll be hungry around noon that day, there is an even greater likelihood that they’ll also be hungry the next day, and the week after as well, and your $10 hour of time may have cost them a lunch with an actual paying client.

I’ll make you a STAR

Sure, you as the lunch buyer (brain picker) feel you’re doing the freelancer a favor, you offer exposure, you offer big project with big recognition, but what you’ve completely missed is that you’re sitting in front of the talent- you came to them, you asked them, they were referred to you (yes, I said referred- that’s a hint.)

I’m not saying freelancers don’t love lunch, or desire coffee or a beer, but what I am saying is that if you multiply you (the brain picker) times 100 or so in a month, you begin to see the time suck that brain picking really is on the freelancer, that if every brain picker offered the freelancer a minimum of their hourly rate for their time plus lunch, it might just be the freelancer that can afford to buy you lunch.

Proposals used as game plans

Brain picking is coming in more ways than just lunch or coffee, it also comes by way of the all powerful ‘job proposal’ on the project you discussed over lunch-  where you already know what the freelancer charges but you asked for it anyway, that he/she will ultimately labor over for hours?  Not the simple one, but the very detailed one that actually uses the creativity of the creative to pull together for a cheaper, much less experienced freelancer to actually half-assedly execute- yep, that one little lunch is now looking like 10-15 hours plus the benefit of seeing their strategy, or design laid out for the world to see, all for the price of lunch.

Seriously, this is a wake up call for those that continue to use this practice to obtain creative intellectual property (ideas and concepts) using these tactics to stop stealing and start paying- at least for the consultation.

Budget constraints cut both ways

Ultimately, the brain pick is reaching critical mass due to the recession and budget constraints coupled with the ease of social media to target and connect with influential and talented freelancers- everyone gets it.  But there are a few things you can do as the project manager to make sure your relationship outlives the courting and proposal period:

A few tips on working with freelancers

• Offer to pay a consultation fee as well as buy lunch or coffee
• Be honest about your budget constraints up front
• If your intent isn’t actually to hire them, why spend their money
• Shop, research, and read all you can before offering to meet, know what you’re asking for
• Only compare apples to apples, but be upfront that you’re working on an orange budget
• Be satisfied with a general proposal or offer to pay an hourly rate on detailed proposals
• Better to work with your freelancer on price cutting rather than cutting your freelancer

Twitter is becoming a household word

I said nearly two years ago that Twitter would be the epicenter of Social Media’s step into the mainstream consciousness, and it didn’t let me down in the slightest. It seems that right on time, Twitter is becoming the household name I thought it could and has been the breeding ground for Social Media terminology, etiquette, and discourse of its usage in both the personal & business arenas.

But no matter how mainstream it becomes and how large a following a business, media, or big star has, it still remains only small town that a business or organization needs.

Mayberry Incarnate

In order to understand the small town, you have to dream way back to when things were simple, life was a lot slower, and rather than set out on information quests, we simply engaged others in our local town square. Whether it was the corner drug store, church, local club, or the local butcher, recommendations on all of life’s realities were a simple question away- the trusted answer lie in your neighbor or from the guys down at the local hardware store. It seems that as fast as we want life to go, we seem to come back to more simple things whenever humanly possible- social media to me is exactly this event in progress.

It’s so true that many of the same needs we’ve always had are still there regardless of technology, in fact, the more advanced we seek to become, the more touch we need. By touch, I simply mean the ability to connect with what others think and feel about the things we as humans experience on a daily basis.

Online brand? No, it’s more like a town square.

We talk a lot in the technology age about your online brand, or your online identity, but I submit that it’s no longer just that- what it has become is your small town storefront brimming with small town folks that are active in the community minding your store. These folks are eager to help, share, and participate wherever they can, even with the local competitor to improve the lives of their local citizens.

When boiled down in this manner, social media removes the need for large fan and friend followings, in fact it only solidifies the need for a handful of appreciative patrons to begin with. As you engage the community your good name is spread by word of mouth within the community creating a growing loyalty and following as the brand that stands behind their product and/or services. In other words, with only a handful of satisfied patrons, your growth is real and solid, rather than hollow and short lived.

Do numbers talk?

Numbers are the bottom line in any business, but I ask any C level business leader if they present their brand in a numbers based fashion when they meet a consumer on the street? My guess is no. I would imagine that in that brief encounter they would spend more time listening and then engage in a manner similar to how Sam the butcher would engage his local community, or the way a very smart social median would online.

Have you failed?

So take a look at your following in your social media spaces and ask yourself how many of those folks you are on a first name basis with, or how many of them you’ve personally helped, supported, promoted, or simply said hello to. If your percentage is in the negatives or laden with excuses of how busy you are versus the size of your following, chances are that your store is poorly minded and you’re quite possibly failing the small town test. Being too busy to mind your own store says that your base is overgrown, and you’ve failed to plan accordingly.

If you have a small following and are new, it’s a great time to get out into the town square and mingle. Helping, sharing, promoting others, and engaging is what must be done to be a part of the community.

Some may disagree

I realize that some, even within my own community may disagree (because as I said, the discourse continues) that a manageable volume of followers is the way to go, but the best comparison to large volume following is bulk email lists- we all see how successful that isn’t as it’s perceived as spam and entirely anti-social. The “get as many followers as you can” is a shortsighted goal with small return as the small town becomes a major metropolis, voices are lost in the hustle and bustle and people trip over one another without a second thought overlooking you along the way.

If your goal is to create a small town around your business that supports you within the community, the right way to grow is by being an active member of the community and focusing within that community, even if you’re a giant business. The result is more often than not, an inviting storefront full of loyal patrons.

The May 15th New Media Collaborative (NMC) presented by New Media Lab has put together a panel of some of Austin’s most successful social medians to discuss with you mistakes and missteps they’ve made, avoided, and overcome in social media- let’s face it, if it looks easy, it rarely ever is.

This brilliant social media panel is very different from many you may have attended in that you’re actually part of the conversation. It’s not a pitch of their products or services- simply put, it’s a way of helping you learn what you may not know about social media as you begin to adopt social media in your day to day business and organizational operations.

“Everything we wish we had known about Social Media!”

Confirmed Panelists:

Heather Strout (Community Consultant)

Kim Haynes (HR & Recruiting)

Sheila Scarborough (Freelancer & Writer)
(our all-star panel is growing, so stay tuned for updates)

You’re Included!

The panel will be led by two of social media’s innovative leaders, Lani Rosales and Connie Reece from the audience with unique Questions from the audience & Answers by the panel format in order to create the most dynamic conversation possible- this is honest and transparent social media dialogue at its best, as your questions drive us deeper into your direct challenges in social media.

Step into the Conversation

Limited individual early bird seating is still available (until they’re gone) for the New Media Collaborative so reserve yours now by using the $50 discount code “bizmedia“.

Bulk and organizational seating prices are available, simply provide us with the numbers in attendance and your business or organization name and contact and we’ll provide you a special discount code.

We hope you’ll attend and or share the NMC with those you know that need to hurdle the learning curve in social media!

unfortunately, panelist and early bird pricing are subject to change w/o notice

Old Media Versus New Media

Last night, we attended the Austin Social Media Club panel on Old Media vs. New Media and to be honest, it was a great panel that probably ended in the nick of time. As the night went on, tensions were becoming palpable in the room- people’s passions on the Institution of journalism ran high as did the passions of the journalists themselves. Although time constraints abruptly ended the panel (which may have been a disservice to old media), it did end civilly despite the conversation quickly turning to the thoughts and feelings from the audience on where the failures lie, and where they believe old media could change for the better. It was obvious that some believed that newspapers should drop actual paper altogether and go completely online. In fact, there was even mention of disintermediation of sports casting by single websites that aggregate sports news for television channels.

Whether you’re friend or foe to old media, I’m sure your feelings on the subject are just as intense, and I’m sure you too have the answer that might save old media, but so does everyone else. Maybe that’s the problem in general- opinions are a dime a dozen and free in bulk.

Bush Wins, Journalist Cries

Isn’t this where media has gone wrong? When I began really paying attention to print and television media was around the 2000 presidential elections and it seemed to me that there was little distinction between biased and unbiased coverage. I even remember one news reporter fighting back disappointed tears as she reported that George Bush won the election. Some may have understood her frustration, but the problem was that she was visibly frustrated in the first place which left me scratching my head in confusion- I thought journalists were supposed to be unbiased?

Opinion has taken center stage at the New York Times, Fox News, and even our own Statesman in Austin, all having reputations for leaning a particular way (whether true or not, perception becomes reality). This furthers my point that whatever your particular leaning, there is a media outlet that will cater to your needs and as one journalist on last night’s panel said, I would lose half my audience if I came down on one side or the other in bias.

The Value of Fact vs. the Value of Opinion

Fact wins every time- This identity crisis has plagued the media for decades but with technology has become more and more accelerated and obvious as media rush to push their brand and personal brands more and more into the mainstream social consciousness. As one audience member remarked last night, it seems that each medium seeks to become the other as television is going print, print is going video, and so on and so forth… and no one denied it.

The rush for the online advertising dollar has blinded media to the reality that their value is not in the opinion, their value is actually in the news itself. Hard hitting investigative journalism loaded with facts is King, and is the holy grail to a citizen journalist (blogger), not the other way around where the journalist becomes the citizen journalist- in fact, that’s what journalists become the minute they allow their tears to lean a story.

Advocacy Versus Endorsement

I don’t fear journalism is going away, but in reality I see journalists becoming citizen journalists more and more. I see opinion wrecking the Institution when the Institution seeks to control opinion by inserting their own- the line has been severely blurred between advocacy and endorsement. This problem didn’t begin when social media was born, it began ages ago when an editor asked “what’s the angle?”

I see in the end a few Institutions left standing- those that understand where their value truly lies, and own their identity, regardless of medium. Identity is power, not the opinion, nor individual popularity. In fact, it is the journalist that understands their value and fights for ethics is the Institution that will be left standing and those who do not will soon be known for what they really are- Dear Abbys. It’s still self sabotage to place more emphasis on opinion over fact in journalism.

Inherent Devaluation

Social media fits into the paradigm we call media, however, wielding social media as anything other than a communication tool accelerates the demise of integrity when used to express feelings around an issue. Social media used to promote the media brand, news, or events is excellent, however, history continues to tell us that when a journalist or an Institution emphasizes an opinion, the product of source based information is inherently devalued regardless of the medium.

Are you a Lane?

Lane is a great associate in a large to medium sized company, she does her job in sales very well. She’s focused and dedicated to helping her clients make the most of their budgets while at the same time meeting or exceeding sales expectations.

Lane is proud of her company, and Lane loves to talk about what she does and for whom, in fact, she’s exceptionally proud of what the company is doing in and around social media.

“So Lane, what are you doing in Social Media?” Lane replies, “Well, a lot actually, the company has personalities…”

“No Lane, what are YOU doing in social media?” “What?” She responds. “Lane, what are you doing in social media to reach new markets?”

Making the larger point

Lane is a real person with a real career in sales, and I wanted to share this with you (and her) to make a larger point. The company you work for can have a social media campaign and that’s a great thing, however, social media is the era of personal branding.

I want to work with Lane, not a large corporation. I know Lane and how much Lane loves her children, and that she manages both a career in sales and a career as a mother- this is the person I want to work with, this is the person I endorse, not just professionally (which is secondary in social media) but personally which is key in social media.

Lane is respected, Lane cares about me and my business, Lane cares about my goals- Lane has my respect, and I want to do the same for Lane; I want to earn Lane’s respect so the question now becomes how can we work together?

Are you a cog or are you Lane?

So I ask the question once again- are you just another cog in the wheel of your company? Or are you LANE, a real person, with real passions, that has earned my professional and personal respect, that I’ll always come to when I need the services only Lane can offer- the person who is accountable, the person who cares, the person who always takes my calls?

No matter the name or size of the company she works for, I want to work with Lane. Social media is just that simple.

You’re not the only one asking.   While others are going on and on, assuming you’ve adjusted to the learning curve, New Media Lab realizes that you’re still stuck at the question.  This is why we’ve designed an experience that starts at the beginning and brings you current without the steep learning curve- the New Media Collaborative.

What is it?

The New Media Collaborative is a curriculum-based seminar designed to assist businesses of all sizes understand the fundamentals of social media:

• Evolution of communication
• Who is using social media
• Where they are using social media – communities
• Culture of communities- how to fit in
• Becoming and remaining relevant
• Establishing your presence – LinkedIn, Twitter, Facebook

Who should attend?

The collaborative is designed for those newest to social media.  Our core mission is to help you as a business or organization to understand why and how to engage in social media, and to overcome the pitfalls of myths surrounding social media that hamper your adoption.  Our goal is to provide you with several tangible examples of how early adopters have benefited from social media to help you guide your business or practice into the new media space.

When is it?

The New Media Collaborative is on May 15, 2009.

What makes the Collaborative different?

It’s interactive! You along with your laptop will help mold the days event with your questions and participation.  If that isn’t enough, you’ll be inspired and led by two of social media’s earliest and most effective adopters, Connie Reece, and Lani Rosales- they’ve actually done what they’re teaching!

We’re also providing internet, lunch, and refreshments throughout the day and to round off the social media experience, you’ll be able to network and interact with others that are at exactly where you are in learning social media alongside some of social media’s brightest talent.

Are there seats left?

Seats are filling quickly so we suggest reserving yours today!

Register Now and Save $50 by entering discount code “bizmedia”

Once I register, what should I do?

Tell your friends!  We encounter folks every day asking the same questions that you are about social media!  Be a friend and tip them off to this special event designed to bring them into the social conversation without the learning curve!

This event just keeps getting better, so stay tuned to New Media Lab for more opportunities to mix and learn!

… but it might be about rocket science if that’s your passion.  What’s becoming evident to me is that the noob (I’m so new I don’t even know what a newbie is) to social media has a huge learning curve.  If you weren’t blogging or engaged in social media a year ago, or heck, even two months ago, there’s just so much material to cover.  I remember years back beginning our entry into blogging and early social media adoption, the curve was actually happening in real time- a way to do things was developing as we were engaging.

Back then, most of the blog posts or lectures were on blogging and how to get your blog read, how to create a following, and today, most blog posts regarding social media speak as though you the noob have been keeping up and reading along- the course has gotten more complicated now leaving the social media noob behind.

So as I pondered your dilema…

I came to the conclusion that the piece that you (the noob) may have missed from back then is a small piece, a simple concept that takes a little dedication, a little work, and a little creativity on your part if you truly wish to make connections in the mediaverse- simply put, you’re going to have to do a little engaging.

But what does that mean?

Engaging for the small business, the independent contractor, the new age freelancer is as simple as finding other people in your space (your space is the subject of your business passion, your model if you will).

That looks like a big mountain!

It’s not a big mountain if you use the tools that the Internet provides, especially Google!   Google is a very powerful tool in your arsenal when used correctly, and in order to demonstrate, I’m going to take on the role of Austin Event Planner to show you how I would begin to engage!  Ready?  Here’ goes- *POOF* Benn The Event Planner.

First I would make sure I have my Austin Event Planner website ready to go.

My check list would include the following:

• An about me keeping in mind that I have about nine seconds to impress
• Contact Information including my Twitter, Facebook, LinkedIn, email, and a phone number
• Cross Pollination making sure that from my Social Media Sites, you can come to my website
• Gravatar my face for the blogging world (a globally known avatar) that gets attention
• Slideshare presentation on what I do, or even a youtube video of me talking about my services
• My Blog would be current and up to date with great information, I’m willing to share tips and tricks
• Google Submission makes sure Google knows who I am for Austin Event Planner

Second I would do some research

I want to find others in my field who have notoriety and listen

• Google searching, I would seek out others that do Event Planning
• Google Blog Searching would show me others that blog about Event Planning
• Twitter Search on event planner to learn and explore popular planners
• Listening to the conversation, I would want to do a lot of listening (following along)
• Explore their blogs, Twitter, Facebook, and other social media streams
• Evaluate their popularity, type of content they’re providing, and is it of real value
• Determine how I could set myself apart, can I do it better, are they missing opportunities
• Gather as many examples as I could, and subscribe to their RSS feeds, and read them all daily
• Contribute as much content as possible in comments and ongoing conversations (be valuable)
• Reach out to the blog owner for advice or tips, thank them for their hard work, and encourage them
• Build Upon ideals and concepts by writing blog articles on related subjects with trackbacks to inspiration

Wrapping up

What I’m doing here is inserting myself and my brand into the conversation, I’m also linking back to my page and offering to extend the conversation using the Pull method.  What I am not doing is spamming, I’m not link baiting, and I’m not being hostile- I want to engage, and be part of a greater conversation by contributing value, and if I disagree, I’m respectful, and offer solutions.

I’m simply laying the ground work…

Use of the gravatar, and carefully worded copy in blog comments, I’m branding myself, I’m allowing others to see my personality, and I’m building credibility in blogging communities centered around Event Planning.

I would probably spend an hour a day doing this, and in the meantime, I would want to blog once a week- never set the expectation that you’re going to be an everyday blogger unless you mean it.  Instead, rather than updating blogs daily, I would allow my Twitter streams, and possibly my Facebook stream promote my activity.

I would also spend time daily on Twitter, sharing what I am reading with others that follow me using the @symbol and a link to their article- being a promoter and a connector. Don’t be afraid to seek out others who are not in Event Planning, in fact, you’ll want to follow non-related, or semi-related fields.  There are things other influential social medians do that you can incorporate into your online marketing.

This isn’t covering everything, but it’s certainly enough to get you started with some things to think about- it’s not hard, so don’t be discouraged by the so-called learning curve, we’ve all done it, and so can you.

Social Media Business Edge

In case you hadn’t heard, we spent an afternoon with Freelance Austin discussing “Social Media Business Edge” and I have to say, I was very impressed with many of the questions and reactions we received during the presentation- what an interactive group!

I wanted to take just a minute to share with you some notes from the event that you may have missed.

1. I spoke about searching Google, and how to search Google for latest blog posts- here’s a link to show you what I mean.
2. Some of you asked for LinkedIn applications- hop over and take a look and see what interests you in the App Directory.
3. We also mentioned a great way to pitch your business or share your practice is by using Slideshare.  Slideshare allows you to bundle PowerPoint presentations into an online presentation and share it.  It can virtually be shared anywhere online, such as your blog sidebar, or in a blog post, or how about in your LinkedIn and Facebook profiles?
4. During the Facebook presentation, we mentioned “sheep throwing” and how obnoxious it can be when abused, however, the applications directory can be a fantastic source of “Drip Marketing” opportunities to simply reach out and touch (connect with) your client base on a personal level.  Also, there may be some causes (charitable groups) you may wish to also associate with- this is another great way to connect with others that share your same passions.
5. We also spoke of cross pollinating your profiles and linking everything back to your website or personal blog.  Widgetbox has a simple and easy to use widget that you can customize just for that purpose.
6. Basic Twitter toolbox: search.twitter.com searches all public tweets for your selected terms like “Round Rock” while twellow.com searches user profiles and bios for interests or locations in common and TweetBeep can be set up to email you any time someone mentions your targeted phrase (your name, company name or otherwise). The two destop applications that update themselves with users’ messages and allows you to visually organize are TweetDeck and Twhirl. For managing your follower list, you’ll love FriendOrFollow.com so you can see who you follow that doesn’t follow you back or vice versa, as well as Twitoria that shows you inactive Twitter accounts you follow.
7. Social media is an amazing branding opportunity, don’t forget to direct people back to your main site and put your social media profiles on your business cards (especially Twitter).
8. Many of you are freelance journalists, here’s a tip especially for you: if you’re looking for sources for a story or looking to BE a source for a journalist or blogger, sign up for HelpAReporterOut.com. It’s free and you get three emails a day with 20-50 reporter requests. If you read a request that fits someone in your network, send it to them- be a connector!

We’re always available for questions over email, or better yet, we invite you to join us on May 15th for the New Media Collaborative. Don’t forget- it’s your niche to carve.

One Last Thought:

Who can forget that Austin is the Live Social Media Capital of the World? Here are some great lists of people to connect with in the Austin social media scene:

• 100 Social Medians in Austin
• Public Relations
• Politics
• Non-Profits
• Texas Football
• Real Estate

Lastly, if you’re a blogger, don’t forget to enter blog carnivals (we host one right here about social media) for exposure, or simply visit New Media Lab on Mondays to see the winners of each week’s social media blog carnival to read what others have to say about social media.

The most productive way

Very often we’re told by businesses that they would like to hire a social median to assist them as a company to learn social media, and how they should implement it in their business.  All too often, the company will hire a pro to do just that and it can be truly effective in giving the entire team a fast track lesson in engagement from various departments- and what’s wrong with that?  Nothing, if your goal is to tackle social media by accident. What I mean by that is there is no point in everyone hammering the exact same nail at the same time, now is there?  What would be more productive?  Everyone hammering their own nails into separate shingles in the same roof- in other words, it’s more productive to take into account the master plan, the goal, the idea, the ultimate structure of the vision.

Don’t tear your hair out

We typically take a different approach and felt it necessary to share some tips on how to visualize your new median to better understand how to utilize this person within your company. But first, I would like for you to step back and remember the last temp you hired to fill a gap in the office.  Essentially, if they had never worked in your industry before, but had basic fundamental clerical skills, they could manage a few tasks for you ultimately leaving you both to feel that that was the height of their abilities- of course this is just wrong. The bottom line is that you’re not sure the depth of their skill set, nor are they aware of the real depth of your needs- neither understands how to communicate with the other, leaving the temp to twiddle their thumbs while you pull your hair out.

Our recommendation:

Our recommendation instead is to hire a social median that understands business strategy.  This person does not necessarily need experience in your industry, but they must be able to learn quickly everything about the “widget” you sell- and it should be from the ground up.  Cross training is mission critical when it comes to an effective social median.  They should be able to see and understand the passion that goes into producing and selling your “widget,” as well as understand how your departments work together.

Why this is so crucial to their ultimate success is because essentially they are communicators.  Your new media pro can isolate opportunities within your organization to work in tandem and can isolate how to do so. They can assist you in the structuring of the position itself and how the position can grow to be a useful arm of all of your mission critical units within your business or organization.

Educate your new median

I wouldn’t go so far as to say they’ll need to actually know how to build the widget from scratch, but they will need to understand how it comes to be.  They’ll need a bird’s eye overview of how your marketing and sales departments operate, your price structures, human resources, and ultimately they will need to understand your customer care operation and how it functions as well as what tools they are using (and are allowed to use) in communication in order for them to make educated recommendations on your long term social media strategy.

So, rather than allow your new median to twiddle their thumbs while all your employees hammer the same nail at the same time- give your new median a crash course in your company from top to bottom.  Once you’ve done this, your new median can come in and make recommendations on how they can seamlessly integrate themselves and a strategy into day-to-day operations.