The Automatic Investment: Social Media Presence and Your Company

July 30, 2009

For AxisPortals, the lesson to take away from the much talked about case of the Chicago realty company suing a Twitterer who was critical of their services is that all of us–every company, every brand, every product, every service, even every individual professional–has an automatic investment in the online social sphere, whether we realize it or not.

To the Twitter aware, it was immediately apparent that the company’s move was ill-considered, and the company’s official explanation of the background involved did little to alter that take,  which was swift and widespread.  The case immediately passed into the permanent archives of “how not to approach social media” lore.

AxisPortals, though, is less interested in the particular case at hand than in the larger lesson:

The Online Social Sphere Automatically Matters, and you Automatically Belong to It

You may not have a Twitter account or a Facebook profile, or belong to any of the other  similar services.  Nonetheless, you are always only a post away from participation, and because a good portion of your customer base or audience is likely to be participating actively, there’s a good chance that such a post will come sooner rather than later.

Are you ready?

The renter and the property mangement company apparently had a contentious relationship well before the twiticism and the overreaction to it ever hit the news,  so perhaps nothing much could have been done to repair that particular situation. Nonetheless the case makes a good illustration of how crucial it is to respond to criticism in the social sphere in productive fashion.

The main thing is not to fear it.  Indulging in the fight-or-flight response leads to either escalation or avoidance, neither of which are productive.

These strategies are better by far:  listen, learn, offer to repair the problem, extend a genuine thank you for the feedback, and make your moves towards establishing good will apparent.  After all, your response, too, will enter the social sphere, whether you deliberately put it there or not.

Here’s are just a handful of the many products, institutions,  and brands that AxisPortals has referred to via Twitter or Friendfeed over the last few hours:

St. Marys School, West Chicago

St. Mary's School, West Chicago

Good N Fruity

Good 'N Fruity

Dennis Uniforms

Dennis Uniforms

Cascade Drive-In:  Pretzel Coupon

Cascade Drive-In: Pretzel Coupon

Blackberry Smartphone

Blackberry Smartphone

Add in the products that friends and colleagues have referred to, reviewed, discussed, and provided links to, and such a list would run for pages and pages.

These spontaneous references are the natural result of people interacting with products and with each other.  We share our passions, our complaints, our desires, our gut reactions, our criticism, and our praise.

No company or product is immune.  Every company or product has a stake in the conversation.  It’s an automatic investment, and one that should be tended wisely.

AxisPortals Aphorism: Your automatic investment in the social media sphere costs you nothing, but failing to understand its worth can cost you everything.


Community Health: Digitized and Widgetized

May 5, 2009

Over the last few weeks, AxisPortals has been deeply impressed by the public health community’s embrace of the digital, particularly in the form of widgets, but also in the form of embeddable audio and video public service announcements and press conferences.  

Initial fears of swine flu, and the accompanying gallows humor concerning the “aporkalypse”  rapidly gave way to solid information and education about H1N1 influenze prevention and treatment.

Digitized, widgetized information–prepared by authorities and designed to be portable and shareable–largely accounts for that movement away from hysteria and toward the calm dispensing of useful information. Consider these examples:


Information spreads quickly online.  Indeed, it spreads quickly enough that producing the bit of information that succeeds in becoming viral is every online marketer’s dream.    Often, the most successfully viral information is either sensational or just plain silly,  as was the case with the following picture of a toddler kissing a pig, which flew around the internet at record speed:

Public health organizations such as the Centers for Disease Control and Prevention and the Department of Health and Human Services are wise, indeed, to take advantage of social media and multimedia to promote education and awareness.   

An awareness pandemic?  That’s the one form of pandemic we can all happily embrace.  

AxisPortals Aphorism:  If you want to spread a message fast–and make it portable and engaging–digitize it, widgetize it, and certainly don’t hesitate to Twitter about it, too.


Twitter Whimsy: Twanalyst.com

April 23, 2009

AxisPortals isn’t a big believer in personality tests, but does have an appreciation for the whimsical and clever, as in the Twitter Profile Analysis tool from twanalyst.com

The statistics are informative, and the analysis light but with a positive educational spin, so this tool is very appealing, and increasingly popular.  If you’re an active Twitterer, why not give it a try?

AxisPortals Aphorism:  When useful information is delivered in an engaging fashion, the line between tools and toys blurs delightfully. 

(Note:  For a counter perspective, see Lois Gray’s recent blog entry on his Twanalyst results.)