Is It A Good Thing To Have Our Head In The Cloud?

Earlier this summer Gartner Inc predicted that one-third of all consumer's digital content would be stored in "the Cloud" by 2013. 

Hummmm … very interesting you say. But what does that mean?

If you feel as if today's technology seems to be evolving faster than a romantic pair of rabbits and you can't keep up … you aren't alone. If you find yourself wondering "What is this Cloud that everyone keeps talking about and what's so great about it" then read on.

Back When I Was Your Age …

You knew you are "mature" when you utter the phrase, "When I was your age …" Technology has changed so quickly that even today's generation are astounded at the rapidly morphing technology. Back in the day all of your data, photos, files and music were stored on a physical piece of hardware. A floppy disk, CD or on your computer's hard drive.

In today's world, when you access a photograph that is on Facebook, Flickr, listen to music on Pandora or watch a movie on Netflix - that photo, music or movie isn't on your computer. Can you guess where it is? 

The Cloud

Simply put, the Cloud are services and technologies that allow the delivery of computing services typically delivered over the Internet in real-time, giving you (referred to as the "end-user") instant access to data and applications from any device with Internet access. 

Your email or webmail services are in the Cloud

Think of the Cloud as as a utility like electricity. When I plug my smart phone charger into the wall, electricity flows. I didn't generate the electricity myself and, other than a bunch of wires hidden behind the wall, I have no clue where it was generated. All I care about is that when I need it, my cell phone is charged.

Cloud computing or being "in the Cloud" works on this same principle. Through an Internet connection (the electrical outlet), I can access whatever applications, files, photos or data that I have opted to be stored in the cloud - anytime, from any device.  I don't necessarily care how it gets to me and where it's stored - all I know is when I want to access my online journal, it's there.

In reality it isn't that simple … Cloud Computing represents more than one type of service - it might be more appropriate to compare it to all the utilities hooked up to your house. According to the National Institute of Standards and Technology there are three basic types of service. For us non-geeks, we can break it down into much simpler terms in two types of Cloud: Public or Private.

The Public Cloud is the ability to use services that do not reside on your local computer: Gmail, Hotmail, Yahoo, Facebook, Flickr or Instagram are all examples of the Public Cloud. All of these services allow you to access the Cloud by storing your information in a datacenter and streaming that information to your personal computer. It is "Public" because it allows you to stream movies, have an email account that is maintained by a public infrastructure. In that case you've been using the Cloud without ever realizing it.

A Public Cloud is a lot like an apartment building full of separate tenants and each tenant uses the space allotted to them for their personal use. If they need a bigger apartment, they will need to pay for the additional space.

In a Private Cloud, you are the only tenant in your building which means you don't have to worry about what other tenants are doing that could potentially cause a breakdown in security. A good hosting company will deploy stringent firewalls across the Private Cloud to make sure this doesn't happen.

Private consumers tend to use the Public Cloud while companies tend to use the Private Cloud.

It use to be said that if you had your head in the clouds you were considered a daydreamer. Looks like technology has changed the meaning of yet another term that I knew back in the day ...

Is This Your Social Media Sign?

A few weeks ago I was discussing the endless advantages social media could offer my friend's volunteer woman's organization: why they needed to be involved and why my friend should convince the organizations "CEO."

"Yup, I can see the benefits and opportunities and it will work for us but only if our leader is smart enough to get it - otherwise social media is more of a liability."

Now that is an interesting observation. Unfortunately, it's the truth.

Every business, regardless of its niche, can find value in social media but that doesn't mean social media is for everyone or that everyone should be engaged.

So … how do you know? If you answer yes to any of these questions: jog, don't walk, away from social media.

You have no social skills. Social media is about people. If you never had friends as a child and you can't deal with people then maybe social media isn't for you. If you don't like to talk to people, get someone else to handle your social media services. Your customers will thank you for it.

You have no sense of humor and can't handle criticism. If you can't laugh at yourself then you don't belong on the Internet. Success in social media means being able to embrace the weird and quirky. You need to show your fun side to get people to like you. You don't want to be seen as the dweeb of the Internet - it will target you as someone who can virtually have their lunch stolen.

Just add water! If your definition of social media is creating a blog or an account on Facebook and then kicking back and waiting for the leads and conversations to pour in, social media is not for you. If you are not going to create a marketing plan and dedicate resources to that plan then don't waste your time setting up social media accounts.

You think social media is the new way to sell. If you don't think it's necessary to create a relationship with someone before you sell them on your company or product, social media is definitely not for you. To be successful at social media, you have to hear what is being said about your company or your brand; that means listening before you speak. How will you know what to give people if you don't know what they want? We've all been target marketed by our friends which is acceptable in the world of social media. However, shouting your message to a room full of strangers is not.

And speaking of Selling …. If you are shouting your sales message, not listening to your audience, chances are you consider success in social media as a numbers game. Your goal is to have 3,000 followers on Twitter, 10,000 Facebook fans and enough RSS subscribers to match your telephone number (including the area code.) If you are this person then you think the higher the number, the more successful you look. Savvy people on social media need only spend a few minutes looking at your list of followers or fans to determine if you have garnered followers because of meaningful content or just casting a net out into the social media waters. It does not make you look like you know what you're doing and it just annoys everyone else.

Pay No Attention To That Man Behind The Curtain. When Toto unmasked the great and powerful Wizard of Oz, Dorothy realized he was incapable of granting her wish to return home to Kansas. Companies who succeed in social media are the ones who don't hide behind the curtain and who bring relevant content, conversation and media to the party. Don't hire someone to blog as your company president or use Twitter to push your RSS feed: that's using social media to be a tool and you're missing the point.

Your Social Media Strategy is Twitter. Twitter is a social media tool. So are blogs and Facebook. They are useless unless you have a strategy about how to use them. You don't decide to enter a marathon and expect to be able to run 15K when the day of the race arrives without any preparation (see "Just Add Water" above.) Social media is not Twitter but Twitter can be used to accomplish your marketing strategy.

Friend, Follower or Linked?

Like it or not, social media is now an essential part of your brand's online identity. A few years ago, adding social media to your company's marketing tool box was as simple as creating a Facebook page.

Do I really need Social Media?

The short answer is: yes. Admittedly we are biased but our experience has proven how social media can positively impact a customer's brand.

Why do I need Social Media?

If your idea of Twitter is countless status updates ranging from your followers sitting on the patio to ordering a double mocha latte while checking-in at the local coffee shop - you aren't alone. Businesses who dismiss sa well thought out marketing plan that incorporates social media and tools such as QR codes (when and where their use is appropriate) quite simply is missing potential sales.

Today's consumers are actively engaged in all aspects of social media, taking part in conversations about everything and anything. These tech savvy people are tethered, if not addicted, to their mobile devices connecting with others who share similar interests: chances are someone is having a conversation about your company.


Are you listening?

Having a presence on social media allows you to join in these conversations. By taking part in these conversations you will be able see what the sentiment is toward your brand - and monitor whether the talk is in a positive or negative light.

Follower, Friend or Linked?

Not all companies will need to have a presence in all social media platforms. The main players in the social network are:

Facebook. One of the better known and most widely accepted network; Facebook is usually a companies first foray into social media waters. Facebook provides a place for organizations and companies to share their brand through status updates, photo albums, conducting polls and "hosting" events that are relevant to your brand. 

Twitter. While Facebook offers a platform for multiple people to manage a presence, Twitter offers a more personal presence with a direct one-on-one conversation with your customers. Customers provide feedback and engage in conversations through succinct 140 character messages. 

LinkedIn. This platform is especially relevant for creating a corporate presence and creating a platform for professionals to network and learn about your company. LinkedIn has had success displaying current vacancies to people who may be interested in filling this positions within your organization.

FourSquare. This platform is relevant for organizations with at least one "bricks and mortar" store. Foursquare is best utilized by providing discounts to users when they identify that they are at your location by clicking on a "check-in." Returning customers who check-in can earn Mayorships, badges and other rewards.

It should go without saying that your website and blog page should share a commonality in design and writing style. Today's consumer has become accustomed to receiving their information in real time; they aren't satisfied to wait while a newsletter is published and a web page updated. Your company web page should be the repository of resident information while your blog is where you regularly share inform and detailed information not suited for Facebook and other social media platforms. Your company or organization should be using Facebook and Twitter to direct friends and followers to your blog and web sites.

OK, I'm sold but who is going to manage my companies social media?

There is no hard and fast answer to this question but it should be someone that is genuinely interested in social networks and enjoys  spending the time needed to help your company build and maintain a social media presence. 

What is just as important is the company providing that person, or team, with information and resources needed to create meaningful conversations and content. 

Social Media: If You Build It, Will They Come?

Bill Schrader is credited with saying, "Almost overnight, the Internet's gone from a technical wonder to a business must." 

During the last two years, businesses of all sizes and categories have come to the realization that social media is no longer something they can choose to engage in, having a social media presence is a requirement. As Facebook and Twitter begin to play a bigger part in the consumer experience, it's important that businesses understand how it can affect their business.

It wasn't very long ago that your customer's comments and complaints were limited to reviews on websites. In today's world, social media reaches far beyond the website into 'real time' customer experience. So how can a company use social media effectively to improve customer service? 

Why Should I Care?

The most important thing social media can do for a company is to allow you to monitor what's being said about your product and customer service. 

Social media sites create an environment for a business to engage in an open conversation. When a customer has left a comment on your Facebook page about a positive experience or encounter, take the time to thank them. Customers prefer to interact with a company that shows it is concerned and takes time to acknowledge a compliment.

Likewise, if someone tweeted about a problem with your products or service, your response may involve sending a direct message to the customer as well as a reply for others to see that you have read the comment, are concerned enough to continue the conversation in an effort to resolve the issue.

Using social media successfully will require effectively listening and engaging with your customers but goes beyond seeing what is being said about you and your services. It will allow you to better anticipate your customer's needs.