Social Media: How Much Should Be Automated?

By Mark Evans in Social Media 6 Comments Tags: , , , ,

I was talking to someone recently using a service that generated Twitter updates by automating creating links to content. Rather than manually tweeting links to interesting online articles or blog posts, this service generated links on Twitter by tapping into a group of pre-configured RSS feeds.

This isn’t to suggest that the automated tweets had no value but it did get me thinking about how much social media activity can be automated to drive productivity and efficiency and, as important, allow individuals and companies to scale their social media activity.

In some respects, automation runs counter to the pillars of social media – sincerity and authenticity. If social media is about engagement and conversations, can technology be part of the mix? When I tweet about interesting content, it’s content I’ve read and want to share – as opposed to tweets from a service built to constantly pump out links.

That said, there is social media activity in which automation can be effectively used. A good example is Ping.fm, which lets you simultaneously update a wide variety of social media services (Twitter, Facebook, LinkedIn, MySpace, et al). It’s automated but the activity is driven by something created by a person.

Twitterfeed is another good automated service for people looking to automatically post links to new blog posts on Twitter. Again, it’s something that drives activity by a person.

So, what’s your take on social media automation? And what services do you use to improve your social media productivity?


WineAlign Uncorks Major Milestone

By Mark Evans in Main Page 3 Comments Tags: , , , ,

When I started my consulting business last January, one of my first clients was WineAlign.com. It was a start-up created by Bryan McCaw, who wanted to build a service so wine buyers in Ontario could make better and more informed buying decisions at the wine store.

Bryan created WineAlign because he has a passion for wine, and saw a perfect opportunity to launch a service to serve the needs of other people who also love wine. Despite the economic downturn, Bryan decided to bootstrap the business – a classic entrepreneurial decision that, frankly, Canada desperately needs to see more of.

Like many start-ups, WineAlign has been forced to fine-tune the service, try different marketing approaches and refresh its look and feel. At times, I think Bryan has been puzzled why consumers hadn’t flocked to a service that’s so useful – something I totally agree with given WineAlign works really well.

Slowly but surely, however, WineAlign is starting to see signs of significant traction. The company announced yesterday that it now has 5,000 registered users – a major accomplishment that reflects all the hard work that Bryan and his team have done this year.

Now, 5,000 registered users may not seem like a large number but it represents a critical mass who clearly like WineAlign. And, as important, it gives WineAlign a base upon which it can see exponential growth. No one wants to go to a restaurant with no customers even if the food is great, so the fact WineAlign has lots of users should make it easy for lots more people to check out the service.

Here’s a toast to Bryan and the continued growth of WineAlign. Its success reflects Bryan’s vision, perseverance and entrepreneurial passion.

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“iTunes for Magazines” Will Work But…

By Mark Evans in Advertising/Marketing, Media No Comments Tags: , , , ,

In a world in which content has become a free commodity, it has been puzzling to see magazines participating in the free-for-all.

It’s a market many magazines should be avoiding or, at least, only have a light presence. Why? The biggest reason is many magazines aren’t offering a product that is widely available. When the New Yorker, Harper’s, the Walrus or Fortune publishing an article, there’s only one place to read it. It’s not like you can go to another magazine to find James Surowiecki’s article on Wal-Mart vs. Amazon.

This stands in contrast to newspapers in which much of the news can be read in multiple places. If, for example, you want to read about Obama Barack’s talk about Afghanistan, there are hundreds of Web sites offering coverage.

Given this editorial landscape, it is interesting to see that Hearst, Conde Nast and Time Inc. are planning to create an “iTunes for Magazines” in which people would pay a fee to read issues or articles.

While some people think the idea has no chance of being successful, there’s actually a really good chance it could thrive. Of course, it would mean that most, if not all, of the free content now offered would have to disappear behind a paywall because why buy something when it’s available for free.

These magazine publishers would also have to create news ways market their content so consumers are aware of what’s available. This might involve the aggressive use of social media services to put the spotlight on articles. Another option would be offering excerpts, or making an entire article available if a sponsor was involved – like what Salon does.

In the short-term, traffic to many online magazine sites would likely tumble but this would be the cost of launching a new business model based on subscriptions as opposed to advertising. In the long-term, an iTunes model might be the best thing that ever happened to magazines because it would give them a business model for the 21st century that reflects their value and uniqueness.


The Return of the High-Tech IPO?

By Mark Evans in Social Media No Comments Tags: , , ,

It’s been a long time since the high-tech IPO was alive and well – probably going back to the original dot-com boom in the late-1990s when just about any start-up with a sexy story could convince investors to participate.

Since then, however, the IPO market has been popular as a skunk at a picnic. Sure, there’s been the occasional public offering but the amount of activity has been trivial.

For whatever reason, there are indications that the high-tech IPO market may be rebounding, and could propelled by some high-profile companies. Facebook, for example, has created a dual-class share structure that could position itself for an IPO; Twitter co-founder Biz Stone told a conference earlier this week that an IPO is possible at some point, and LinkedIn CEO Reid Hoffman said his fast-growing social network could do an IPO, although not in the “near-term”.

In the scheme of things, talk about IPOs seems strange given global economic conditions are still fragile, and many companies are operating in survival mode. That said, the time is also ripe for stronger companies to capitalize by making aggressively strategic and financial moves at a time when rivals are struggling.

It also doesn’t hurt companies such as LinkedIn, Twitter and Facebook have strong growth, as well high profiles – a recipe that will seduce many retail investors.

Links: TechCrunch, The Deal

Let’s Work on Our Listening Skills

By Mark Evans in Software 3 Comments Tags: , , ,

imagesWhen most of us were growing up, our teachers – and parents – likely spent a lot of time working on our listening skills. The idea is you learn more by listening to someone rather than making them listen to us.

As adults, listening is just as important but it’s something that many people don’t spend enough time doing. We live in a multi-task world in which listening happens at the same time as surfing the Web, watching TV, writing blog posts and updating Twitter. As a result, our listening skills have deteriorated. A case in point is a blog post by Mitch Joel on how people attending conferences are more intent on using Twitter and other social media tools during presentations as opposed to listening. If you’re not going to be paying attention, why go to a conference other than to network?

Within the social media world, listening is as important as ever but it’s shocking to see how many companies are not listening to the conversations happening around them. Whether you’re using free tools or premium services such as Sysomos’ Heartbeat, listening should be a top priority if you want to know what your customers and potential customers are talking about.

If you’re not listening, then you’re doing what you’ve been done for years – talking or broadcasting your corporate messages. It’s a one-way practice that doesn’t work any more. Consumers want to be engaged, they want to contribute and they want you to listen to them. If you’re not having two-way conversations, stop what you’re doing right now, and then reload on your communications, marketing and sales approaches.

The lessons we were taught about listening as children as just as relevant and necessary now. The problem is many people are so happy hearing their own voices that they’ve forgotten how to listen.

Startup Drinks in Toronto, Montreal, Ottawa and Waterloo

By Mark Evans in Venture Capital No Comments Tags: , ,

While Canadian high-tech entrepreneurs continue to find it challenging to attract capital, the community has maintained its enthusiasm and willingness to support each other. Along with events such as DemoCamp and Third Tuesday, Startup Drinks is a great way for entrepreneurs – and, hopefully, investors – to get together to network, collaborate and, of course, have a refreshment or two.

On Nov. 25, there will be Startup Drinks happening in Toronto, Montreal, Waterloo and Ottawa. In Toronto, Startup Drinks is taking place at the Elephant & Castle at 212 King St. West. You can get more details here.


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