Archives for posts with tag: Face Book

My social media profiles on XeeMe

One of my current favorite social media sites is XeeMe. And I’m pretty sure it’s going to stay that way for a while. It makes so much sense: it’s a tool that takes the panoply of social media profiles, handles and identities many of us have and allows those to be cataloged and discovered in one place. It has other benefits and uses, too. (Lest it appear otherwise, I have no financial or other ties to XeeMe, pronounced “see me.”)

But in my view, the most valuable aspect of XeeMe is that it lets you bundle together in one place all of your social media affiliations that you want your blog audience, potential employers, clients, associates, friends, professional contacts and family to have.

Just above is a screen shot of mine.

So, you can choose to include, say, a personal Face Book page and also the Pinterest account you use to pin images related to a hobby. And in the same grouping of social media profiles, you can include your LinkedIn account as well as a work website (which, cleverly, can be “disassociated” when you switch jobs). I included those four, and 14 others. XeeMe currently enables users to list a profile on about 200 social media sites.

Founded by Axel Schultze, XeeMe describes itself on its website as:

“A social media software company focusing on social presence management. The social presence is the sum of all social profiles of an individual or brand and the foundation of any social media engagement. A ‘XeeMe’ lets users or brands organize, grow and monitor their social presence in an easy to use and professional manner.”

“Social presence”

Until I read that phrase and found XeeMe (thanks to this great post by Mark Q. Todd ) I hadn’t thought about this idea, in this way. But, of course, that’s exactly what we have: a social media presence — call it a brand — that is the sum of our links, connections, interactions, posts, shares and contributions across social media.

One analogy that comes to mind dates to the early 2000s, when cell phone numbers in the U.S. weren’t portable. It was madness because any time you switched carriers — or even, sometimes, phones — you had to get a new mobile number. That ID is an anchor for our contacts. Today, we routinely keep our mobile number even when moving to a city with a different area code because changing it is just too disruptive to our personal and professional networks and to the ability to stay in touch with contacts easily.

Personal and professional brands are converging

Commonly now, our tracks across social media seem to also follow us indefinitely. References, posts or tags you erase can often be found cached. And who knows where control of Face Book’s timeline will eventually reside. It’s just easier to watch what you post than try to keep up with the latest policies about turning off or on privacy screens on social media sites.

I think this convergence between our personal and professional brands is inevitable and absolutely wonderful. It’s also convenient. And it simply makes sense. Forcing a wall between them seems artificial in many, if not most, respects. (Especially when the account holder controls which pages and profiles get linked or assembled, as happens on XeeMe.)

So why isn’t Google+ there, yet?

However, through Google+ I have been extremely frustrated in trying to accelerate this process. Let me explain. I have a personal Gmail account. Separately, my work email is also on a Google platform. I love Google. I love my Google calendars. I love Chrome. Google docs, etc. I’m. A. Big. Fan.

So, after Google+ came out, I signed up with my personal Gmail account. And I started circling people. Very soon it became apparent I wanted to circle work-related contacts. But I didn’t want to do that using my personal Gmail account. Why? Because the name attached to that account includes my married last name. I don’t use my married name for work. I was a journalist for more than 15 years. My byline was my maiden name. And it remains my professional ID. My professional brand. And the name of my company.

Yes, the brands are converging, but I will always have some spheres where I use my married name: at church, in the neighborhood, at school and so on. And I will have other spheres where I use my professional name. My contacts should be able to find my brand through my social media footprints whether they come there via a professional or a personal relationship.

A mess of circles

In the end, I signed up for Google+ using my work Gmail, too. And then it got really crazy. A couple of folks I know personally somehow found me through my work Google+ profile. I’ve got a few people circled in both accounts. But most are separate, as if my two Gmail accounts are held by different people. And at one point, Google+ sent a note to Becky Gaylord McDonald asking if she wanted to circle Becky Gaylord. I think I still have one profile in the other one’s circles, but not the other way around. It’s nuts.

I have sent notes about this to Gmail and Google+ pros in the social media community. I also initiated an exchange that produced a response from a manager directly connected with the Google+ product. And while I nearly begged Google to let people merge their accounts and thus, their circles…so far, nothing.

Yes, I know you can post other social media sites and links on your Google+ profile. And I’ve done that. But it doesn’t deal with my main gripe. If I want to merge these accounts — which together represent my brand — I should be able to. And if you don’t want to merge yours, you should be able to keep them separate. (Although I think it’s folly to think there won’t be people who stumble across more than one profile being maintained by the same user.)

My point is: this should be easy, not just to make it convenient. It should be easy because it would acknowledge the brand convergence trend that’s well underway. I want to help my network — which includes many personal contacts, many professional contacts, and many who fall into both categories — to see me across the full range of social media I use.

And on Google, I can’t. The problem is compounded on Klout, because only one of my Google+ accounts could be registered by Klout and thus, tracked and monitored by Klout. (Perhaps Klout could start allowing users to put in more than one Google+ account?) I think it would also be a huge leap forward to include XeeMe in a Klout score.

I can’t be the only one who has two Gmail accounts who wants to be rid of confusing, frustrating, senseless segregation between them.

An idea of what it could look like

I’d like to be able to switch between accounts when I +1 something or share something publicly. As it stands, my tracks across Google+ depend on which account I was logged into at the time I was searching or posting. What I want is something like a drop down that lets me click on a +1 or share with either Gmail account and toggle between them. Something, in fact, just like I’ve had on email for years: I can choose among several of my email addresses when sending a message. For example, a message going to my son’s teacher uses my personal email. And one going to a client uses my work email.

It’s just not that hard.

Okay, so that’s much more than I expected to say. Thanks for hanging in there. I’d be thrilled to hear any suggestions or comments from you.

Oh, and Google, I still love you, but please hear my plea! In the meantime, my entire social media presence is here:

“Oh, you’ve got to use…”

It’s easy to feel like you aren’t sure what to do, where or how, on social media. After all, the life cycle within the social media sphere can feel as if it’s shorter than that of a fruit fly. New lingo. New sites. New companies. New capabilities.

So, if your organization is mulling its social media strategy — putting one in place or changing the one you’ve got — keep this in mind:

There’s no one-size-fits-all set of rules.

The way to connect with audiences you want to start and maintain conversations with is to make sure your strategy matches the organization’s own style and culture. Social media is, ultimately, about relationships and brand. To be effective and authentic, your social media tactics must work in concert with those.

To my mind, there’s no one channel that all organizations have to use or approach they must take, especially if your group is a nonprofit or is focused on building communities. By definition, those are as unique as the people in them.

The one thing you must do? Customize your social media outreach.

By itself, that won’t guarantee success, which takes time, diligence and responsiveness that lead to trust and build credibility. To do that, you need to interact and converse with the audiences you want to reach.

But how your organization does that through social media can, and should, be framed to suit your organization’s goals for outreach. What does it want to do? Reach funders? Find clients? Build public or industry awareness?

Two examples

Consider two organizations I’ve conjured for this blog post: a fairly traditional law firm and a nonprofit focused on community development. Their audiences and messages would be very different, as would their cultures and brands.

Case # 1

For the law firm it’s better form to have someone else tout its work, social media marketer David Heyman notes, lest the firm look like an “ambulance chaser.” A Face Book page might not be one of the social media tools it would employ. Perhaps, instead, a blog would be the way to go. That would let the firm talk about fresh trends, or do’s and dont’s within scenarios that potential clients might need counsel in navigating, Heyman suggested.

The firm, of course, wouldn’t talk about clients or any specific cases in its posts. But, by using social media, it could show its expertise in action and through examples, enabling its authority to spread much more widely than if it were published in a printed newsletter. And the firm’s followers, who would’ve opted in to receive the blog or e-newsletter, would increase the impact by sharing it with some of their followers.

Lawyers do have constraints and rules for conduct, notes lawyer, blogger, podcaster, presenter and digital media strategist Whitney Hoffman. So, they need to be sensitive to concerns such as those that relate to promoting their business or attracting clients, Hoffman says.

Still, there are smart, tailored ways they can tap into the power of social media to increase their public profile and credibility and, indirectly, their business. (Thanks to Marjorie Clayman and Shonali Burke for helping me find the experts I quoted in this example!)

Case #2

The nonprofit whose work centers on community development, on the other hand, would seek to engage in active conversations with the audience it serves. It would use social media in much more direct ways to reach current and potential clients, as well as many others.

This group would want media, bloggers and the public to know about its work and its outcomes. Using social media tools successfully would drive more viewers to its website. It could also lead to more interviews or invitations for guest posts on related websites. The nonprofit group would also want to spread evidence of its expertise so it could increase opportunities to present at conferences or appear on panels.

Like all nonprofits, this one would need to raise funds. It probably believes that existing funders know all about the nonprofit’s programs and its track record. But that’s usually not the case. Funders need to see and hear, often, how a nonprofit they are supporting is using the money. That not only lets them know the money is being used well, it gives them some recognition, too, through association.

By putting those stories out through social media channels, it informs potential funders, too. The nonprofit’s social media outreach should make it easier for it to find more resources, from grants to respected board members to volunteers.

Goals for outreach shape the social media tools

It might be that, in setting up or refining a social media strategy, you bring in a consultant or adviser with that expertise. But even if you take that path, it’s a good idea, first, to think through the outcomes you want to achieve.

Once you are clear on what you want social media to help your organization do, it will be easier to sort out which tools and ways to do that. And then you can assess new ones, strategically, in terms of whether they’d let you meet the goals you’ve already set for a smart, customized approach to social media.

It makes keeping up with the latest social media developments less frantic because you don’t have to adopt every new tool. What you choose to add should make sense in terms of your brand and culture. It depends on what you want to say and achieve, and who you want to reach, why.

So, that’s my opinion. What do you think?