Mack Collier just posted this really nice slideshow. It doesn’t sound at first really like Sunday fare, but take a closer look (and chances are you won’t see this before Monday morning anyway).
Collier, Mack. What Rockstars Can Teach You About Kicking Ass With Social Media! http://www.slideshare.net/MackCollier/what-rockstars-can-teach-you-about-kicking-ass-with-social-media
Here are his main points:
1 – Rockstars are fans themselves
2 – Rockstars look for ways to shift control to fans
3 – Rockstars find the ‘Bigger Idea’
4 – Rockstars embrace their fans
Into this he folds ROI, making mistakes and what to do, and all kinds of other useful concepts. The point that was most helpful for me was his “Find the Bigger Idea” bit. I haven’t been saying this very well, but keep trying, and now he has given me a way to explain it better.
I’ve been saying have conversations, talk to people in your community, get to know people, but I’ve been having trouble explaining just how to do this. He gives some lovely concrete examples.
“Kodak doesn’t blog about their cameras, they blog about photography.”
“Instead of posting about how to use LinkedIn … show readers how to use LinkedIn to find a job.”
So to be part of the conversation, think about what you care about, what your customers / clients / community care about, and talk about that, sharing information that matters to them, and connects back to what you are doing. More examples.
MITOpenCourseware works so well because they are sharing content people want. They aren’t saying, “MIT is a great school, you should come here.” They are giving videos, lectures, images and more, and you just know there has to be more you could get out of it if you were only there yourself.
Museums are putting out of copyright or creative commons pictures in Flickr and other photosharing sites. People love this, and want to see more or talk with the curators.
We found this here at the University of Michigan libraries as we moved into digitizing large portions of our collections. When we put older materials online, use of the same items in the library skyrocketed. People wanted to hold the real book in their hands.
Tonight during the HCSM meeting in Twitter, people were talking about how to get certain healthcare populations to engage with social media. Well, it has to matter to them, to their day-to-day lives. Patients aren’t having any trouble at all finding or creating social media spaces for their communities. We’re looking at something similar with trying to reduce barriers to adoption of social media for clinicians and research scientist (more on that later). Basically, how do you show it is useful, and how to make something so useful that they will want to use it?
The same type of question applies to most topics and communities. Find the big idea, what’s important to them, and give them what they want. Mack Collier uses rockstars as his example. I am remembering an old Fats Waller tune, in which one woman advises another on how to keep her man faithful to her. It starts out sounding rather puritanical, then slips into a bit of bump and grind, saying, “Find out what they want, and how they want it, then let ’em have it just that way … ”