We’ve all seen it. What once worked in social media six months ago doesn’t work now. Why, for instance, does a large following on Twitter no longer indicate influence? Or why is blogging no longer as impressive as it was in 2003? Both these examples follow a predictable economic formula:

As “x” social behaviour multiplies, its social value approaches zero.

Let me break that down for you. The more you do the same thing, people’s appreciation of it lessens. The more you do the same song and dance, don’t be surprised if your audience dwindles. This should be obvious, but it’s not.

LiveJournal: An Example

Most of us think of LiveJournal as the walking corpse of the social media world, but it wasn’t always so. It was one of the first platforms to combine blogging with social networking. More fascinatingly, people who had a LiveJournal felt it gave them status: in order to have one, you had to be invited.

Then it happened. Danga Interactive, LiveJournal’s parent company, removed the invite requirement. Soon everyone who wanted one could have one. This was the beginning of the end.

The problem was everyone wrote about the same things: breakfast, cute kittens, and favourite movies. LiveJournal succeeded in the task of being a journal, but as the novelty of public journalling wore off, so did its perceived value. Soon, users left LiveJournal for the unique feature set of MySpace — and we all know what happened to MySpace.

State of the Social Media Union

Most popular social media tools have their time in the sun then go through a slow rigor mortis. Usenet was once the reason people paid for Internet. Chatrooms were how people dated online. MySpace was a “place for friends”. What happened?

Everyone was doing it, and everyone was behaving the same way. Usenet became so burnt out over flame wars, the term “troll” was coined and “Godwin’s Law” became a law. The acronym “ASL” became such an overused greeting in chatrooms, their very purpose became sexual gratification. As for MySpace, “making friends” became the basis of many a Catch a Predator episode.

We are seeing the same pattern of behavior happen on Twitter, Digg, and Facebook — and if people keep doing the same things, those social networks will soon have less social value than they currently have now.

How Can We Add Value?

The social media slide into rigor mortis is not inevitable. The only way to reverse the lessening of social value is to give your audience value. That is to say, behave in a different way from everyone else. If a platform is flexible enough for innovative forms of communication, and if communities are courageous enough to move beyond their own cliches, social media can thrive.

Want to remain relevant in social media? Behave differently.

Of course while some social media is audio based we are much more likely to rely on humble text to create a “social bite”.

What Is A Social Bite?

A social bite is a short piece of text to describe an article, post or idea which is easy to understand and easy to distribute through viral networks. A social bite must still carry the post’s message and goal but in a way that quickly impacts with users in essence:

A “social bite” is a short, concise and engaging message to gain traffic on social networks

The Perfect Social Bite

So what makes the perfect social bite, well it has two parts the hook and the line.

The hook are the words within the message – the thing to grab attention. This is doubly important as the hook will have no context once it has left the site. For example a hook is unlikely to reference the site so must be compelling, so that someone would visit the page without knowing where they were going.
The line is simply the url, sometimes this will be the page url but more likely to conserve space a url shortening service would be used. This compounds the need for a good hook as the only other potential reference to the site will be hidden.

The Twit Effect

Most social bites these days will have to pass through twitter at some point therefore a bite needs to be suitable otherwise people might change it. A normal tweet has a limited number of characters but while it may be tempting to use all 140 possible chars, this would severely limit the maximum potential of the social bite as it fails to take in retweets therefore the maximum number of characters is much more limited.

Twitter does not allow usernames longer then 20 characters and only shows usernames of 15 characters this means in practice to cope with every possible twitter name we would need to save at least 25 characters for retweets (20 for the name plus RT and two spaces one between rt and one after name and an ampersand before the name) even assuming 15 character names thats still 20 characters out of our 140.
With characters at a premium is it reasonable to expect usernames of 15 characters?

Taking a list of 1000 twitter usernames revealed the mean average length is 9 characters:

• 0-6 – 13%
• 6-9 – 58%
• 9-12 – 27%
• 12+ – 2%

taking these results its possible to assume the space needed for a retweet is 17 characters

Line Length

Assuming use of shortening service allows us to roughly determine how much room the line is going to take up. Its worth remembering users often swap out the url in favour of their own shortening service so as to gather statisitcs for themselves therefore even if your URL is shorter then the average it could be worth including a buffer.
Looking at various shortening services the average length is 18 characters including the http:// therefore the line length should be at least 18 characters plus a space making a line length total reserve of 19 characters.

Final Social Bite Anatomy

A hook within a social bite can potentially be longer than a page title, which in turn is not necessarily the same as a page headline.
It may also be important to allow for additional commentary to support the predetermined social bite, or to allow for SEO friendly URL shortening which can also boost response.
A single article can have multiple social bites that will attract different audiences.

Propagating a social bite

There are three routes to start a social bite on its move

1. Inject the hook without the line into your post article in much the same way as a sound bite works
2. Add the sound bite into the social networks yourself
3. Get someone else to do it for you

Of course you can always do all 3.

Many people reading this article may be thinking its very much twitter based but social bites have a tendency to cross social networks indeed that is the very point, and with social aggregators like Friendfeed and to a less extent Facebook something which starts on Twitter could well end up anywhere even getting to the ears of non twitter users such as myself

Do you use social bites? What other things should people think about?

Editor’s Notes (Andy)

Tim popped out to a bloggers meetup of Northern Gits Geeks, thus just adding a few additional references.

Dan Zarella recently took a scientific look at reteets over on Mashable
Louise wrote a similar article over on Twitip, but that was mainly aimed at retweeting tweets that originate on Twitter, where you know the length of your own Twitter usename.
Guy Kawasaki went into the psychological side of retweeting over on the open forum.

I was playing with some toys earlier and thought; why don’t we look a little deeper into the world of Buzz Monitoring. And I don’t mean for tracking buzz altogether either. What about utilizing it when crafting new content or blog posts? Buzz monitoring need not be a glorified vanity search endeavour when it can unlock a genie of information to bring life to your content generation efforts.

While you can certainly use a buzz monitoring program to track activity relating to ones blog or company metrics, it can be also used to track/research just about anything. You can use it to track news on markets for projects and can suggest the latest trends and/or buzz for content creation programs and general business intelligence.

Information is the currency of content

What is most certainly a great way to leverage them is when used for researching your next blog post. It is not only a good way to find nuggets of varied perspectives, but also shows you the latest discussions that are going on in a given topic area.

This can be important as you can continue existing discussions in either a supportive or converse perspective and hopefully catch any existing momentum that already exists in the marketplace. You may even find the research into the most recent activity begins to craft your post in directions you may not have started off on in the fist place.

Some tools to play with

As it has been said by the ever fascinating Johnny Long; Google is your friend – so let’s start there.

(Johnny Long… Not related.. but entertaining)

Anyway, let’s continue on… Often freshness matters as much as quality and other times aged, respected feed sources are the call of the day. In the former, where freshness plays a roll, try a quick run though various searches on Google;

Google Blog Search; which can be set to various time frames – you can also grab a widget for your iGoogle or set up alerts for desired topics.

Google Search (regular); using time delineated results (1 week here) – a variety of Google search hacks are always handy for researching anything. But that’s another story.

Other useful blog stops include;

Now this method works on a larger scale but also tend to have a higher noise-to signal ratio than one may want when creating content. Timely content isn’t always the best content. One of the next options is to do a little Google personalization in the form of known, respected sources….

PostRank (consolidate with Aiderss) – another handy buzz monitor tool is PostRank which will scan a feed and give you a 1-10 scale of each post. This can be handy when analyzing a given post or topic type to ensure you have the best possible chance of creating a popular post of your own.

Do-it-yourself

The Google Custom Search Engine; a service that allows you to search only the sites you wish and even segment them. I like creating GCSEs centric to areas of study. In my case that would be search engines, search marketing and social media marketing. To that end I created a couple engines to study what I felt were some of the more authoritative barometers of the genre

The SEO Search Engine – which we can search ‘buzz monitor’ to get results on the topic from top SEO blogs.

The SMM Search – which contains many of the top social media marketing blogs and we’d get this for ‘buzz monitor’

What is advantageous to making a custom search engine is controlling the source material. Even if you are writing for a niche you’re not familiar with, once populating with known entities in the space it is your crystal ball to mining content ideas and opinions.

Should we be tasked with creating content for a fishing store/blog you would not only mine the client and his suppliers for leads (on influencer sites/blogs) but head off to locales such as Technorati , Alltop or MBL – to get a good cross section and identify influencers.

Add them into your custom search engine and away you go…

Regardless of how you populate them, utilizing a Google Custom Search Engine can make for a great signal to noise tool for ongoing project needs. Segmentation helps to narrow the focus where that is often needed to catch the influencers in a market segment.

Segmenting the social world

Next we want to be able to JUST search the social world for activity. Once more utilizing the GCSE we can segment the various social sites not only choosing which to include, but also segment by basic type (social media, networking, bookmarking etc…). To that end;

Social Activity Search – which enables searching of the various major social sites like so..

Twitter/FriendFeed/Plurk Search – for watching the world of micro-bloggers – our search

The main point being to load them up with sites you feel you are targeting or interested in for a given campaign. It takes very little time but gives you a tool at your control that makes getting the feel for a buzz in a given niche easy and accessible.

If you’re looking for a good list of sites to mine for data, I just happen to keep a list here which might come in handy. You can even go old school and make one to search the forums in a given niche – you’re limited by your imagination and uses for qualitative as well as quantitative data.

Also, if you want to track buzz on Twitter, use the real-time search – which we can use with topic markers (#seo for example) or use the advanced search goodies which are here – of interest is the ‘sentiment’ search which can help if you’re after a positive or negative spin on your post.

What to make of it all?

Now that you have all this information it is a matter of mining it for data.

Start by making note of;

1. Common topics; old staples that are the everyday
2. Popular topics; ones that are hot on social sites
3. Controversial Topics; those that raise the emotions
4. Timely items; news that is bandwagon friendly
5. Resource lists; topically relevant tools and resources.
6. Popular sites; top influencers often cited (show some link love)
7. Chronological anomalies (is more content published on a certain day?)

This can be a scientific excursion utilizing a spreadsheet or other application or a more informal process of making notes of the areas that stand out to you. What is more important is that you get a feel for the target audience and the market itself before even setting about the content creation itself. You may already have a topic in mind, you may not; the goal is to understand the space.

Then Target your approach; using traditional hooks;

1. The News hook
2. Resource angle
3. Freebies and give-a-ways
4. The passion poker
5. The Ego baiter

Armed with your research it should be easy to find topics, resources and influencers to match up with more traditional link bait approaches to make a compelling page/blog post. Once more we are merely looking to get the creative juices flowing through this process. Beyond buzz monitoring there are other factors such as past analytics and openly available trend data from locales such as Google Trends and Compete from which we can draw from. Utilizing buzz monitoring is merely another tool in deciding on the ultimate direction of any content creation plan.

 
Just links in the chain

There are many other considerations to be had when putting together a content creation plan – but buzz monitoring is certainly a tool with many uses. Hopefully turning to these tools for more than mere engagement metrics and benchmarks will enhance your own imagination to how these tools can be used. If you approach them as a blank canvass awaiting the first stroke, you will find much value to be had beyond traditional uses. Next time your writing or seeking inspiration why not give it a try ;0)

And because we’ve merely opened a new door into Buzz Monitoring; What else can they do? Research and Development? Business intelligence? Qualitative data?

There is more here than a mere vanity search nor fickle engagement metrics – get creative

Here are some goodies that came out of this expedition for more of your creative endeavours;

Finding were your customers are talking about you. – Vanessa Fox
13 Tools for Tracking discussions in the Blog-o-sphere - Mashable
26 Free Social Media Tracking Tools – Marketing Pilgrim
Reputation Management made easy, and Free! – Search Engine Land
Tools to monitor your brand effectively – Social Media Trader
Top 10 reasons to monitor your brand online – TopRank Blog

Other toys for tracking

Megite – social news aggregrator for uncovering the most relevant items from auto-discovered news sites and weblogs. Here’s an example using Lee Odden’s Big list of marketing blogs.

Zemanta – Any user-created text (a blog post, article or web page) is directly “read” by Zemanta; it then combs the web for the most relevant images, smart links, keywords and text, instantly serving these results. Zemanta can be deployed on all major content publishing platforms and web browsers through a simple plug-in.

Paid Services – I haven’t had the opportunity to review these, use at own risk.

Trackur
SentiMetrics
CyberAlert - NetPinions
Umbria
Buzz Logic
Nielsen Buzz Metrics
ScoutLabs

Empathy is the ability to understand the depth of another person’s feelings. Empathy comes through conversation and building relationships. Empathy is something that our parents and grandparents showed us how to feel, relate, respect and love others. It is very important for any business to have Empathy, but it should not be absent from the Online Business.

Absence of Empathy in an Online Business could cause Failure. That statement might seem ridiculous to you, but it is a strong possibility. And, do you know why? Because empathy earns a potential customer’s trust. Without trust you have no customers. Without Customers…. you have no orders.

Of course, there are other reasons why a customer purchases online. Such as…

• Convenience – not having to leave the house
• Ease – Product is shipped right to your door or to someone
  else’s door if it a gift.
• Out of the ordinary products – Find products that you couldn’t
  easily find locally

But even if an Online Store has the ability to do all three of the above things…. without trust the customer will go elsewhere.

Empathy Builds Trust

Remember, Empathy is the ability to understand the depth of another person’s feelings. Our Local Businesses have been doing this for years…. with Salespeople. The really great salespeople will let you know that he or she cares about what you are going through, the problem that has brought you to their store today, and how they will make sure they make your life easier before you leave their store. If at any point you felt that the store or sales person was untrustworthy or not sincere you would leave. So, his sincerity is extremely important.

The same applies to eCommerce and Online Businesses. But, How do we add empathy into an eCommerce or Online Business? After all, unlike an actual physical place of business an eCommerce business has no face-face contact. How the heck can you hold conversations…. let alone earn their trust through Empathy? How, as an Online Business, do we get customers to realize that we understand them…. that we can relate with what they are going through?

Build a Relationship through Social Media

Social Media is basically online Conversations. These conversations might happen on different mediums, but they happen online. As an Online Business you need to start participating in Social Media activities so that you can build relationships with your potential customers….. so you can build trust.

Let me give you an example of how Social Media can aid in offering Empathy Online…

I’m going to use an example of a desperate mom looking for a colic remedy for her child. If you ever had an infant that suffers from Colic you will know that not only is the baby very uncomfortable, but the baby will express their pain in the form of screaming… screaming that lasts hours. These parents are usually super tired and extremely desperate to find safe and effective help…. quickly!!

Photo by bbaunach

Now, let’s say that this Mom checks online and finds a static website that sells Baby Colic Remedies. If you ever had a baby with colic you know the desperation parents feel to find something that will work…. something that will offer relief to the baby and peace to the parents. But, they also need to trust the vendor to provide a product that they can trust not only to work, but also be safe for their baby. This particular static eCommerce site has very nice pictures of the product, very informative descriptions of what the product does, and a “easy to use” secure online shopping cart. But, the customer still feels unsure whether this particular product is the right one for her baby. She is tired, nervous and she needs to be reassured that this is what she should purchase. She searches for testimonials and she finds them easily on the site, but how does she know these are real testimonials and not false made up ones. She wishes she could speak to a real customer or another mother who went through what she was going through right now…. Someone that could empathize with her.

She remembers that she belongs to a Parent Support Group Online and decides to touch base with them and ask them their thoughts. They point her in the direction of a blog where a “real life mom” writes about her battles with Colic herself. She explains what works and what doesn’t. The Mom blogger shows pictures of her happy baby and tells tales of how horrible it can be to have an uncomfortable and colicky baby. Even though this Mom wasn’t trying to sell anything she earned this desperate woman’s trust. Almost as if they were at a “play group” sharing colic stories and the mom told her to go out and buy “gripe water”. But, they have never met. Instead through Social Media the desperate mommy felt the blogging mommy’s empathy towards what she was going through. And, the desperate mommy went out on a mission to purchase “gripe water” for her baby.

This blogger earns her trust. How? By communicating using Empathy. By being real and with sharing she earned the readers trust.

Now since the original colic website sells “gripe water” that the blogger raved about, I suppose it is possible that the Mom will go back to the original website to make that purchase. But, because the original website couldn’t build the Mom’s trust with empathy it is extremely possible the the first site lost this Mom’s order forever.

If Only the Static Website had a Blog

But, imagine if that original website had a blog. This blog could be written by mothers…. Mothers who have a baby battling colic. Or perhaps a mom that survived the months of her baby having colic and lived to tell her heroic story online. The desperate mom might not have ever left the first website in search of trust… she could have found it right there.

The thing that got the customer was not only “The Word of Mouth” from friends online, but it was the empathy. It was the feeling in the blog post she read… she felt the mom’s desperation from another “human being”. She could relate, she blelieved… She trusted!! It was the human conversation that got her. The relationship. The blogger earned her trust.

Things you can do to add Empathy to your Business

• Add a Blog – First things first… add a blog. Make sure
  to write with Emotion. Be passionate with your writing. If your readers feel your passion, your care, your concern they might become customers and probably will pass around your blog to other people with the same concerns.
• Comment on Blogs in your Niche – Offer advice, tips and answer questions.
• Knowledge-Sharing Communities - (like Yahoo Answers) By participating in these types of communities and answering questions and giving people helpful advice you could eventually come an known expert in your field.
• Forums and Message Boards – Answer people’s questions and offer advice…. this too can lead to becoming a known expert in your field.
• Set up a Twitter Account – Microblogging is a great way to communicate with others in your niche. Again, offer advice and tips. Twitter is also a great way to notify others of new blog posts.
• Set up Instant Messaging on your Website – This way customers can contact you if needed. This is a great way to build trust with potential customers. They can ask you questions and even if they don’t have any for you it lets the customers know that they could contact you if need be.
• Images – Images are great for products, but how about using them to show emotion. Do you sell swimming pool toys? Well instead of only using product pictures…. take pictures of children using the toys…. of laughing and playing with the toys. Create a Flickr account with your business name and post your pictures on there.
• Videos – This is an awesome way to show your readers/clients/customers that you care… that you are real…. that you empathize. Make video of your products being used. Or, produce how to videos on your website. You can even make a weekly video show where you perform a 15 how-to class on your products. The things you can do with video to aid with empathy for a Online Business is almost endless.

I feel that there is no beautiful advertisement in the World that will be as trustworthy as a family member, friend or passionate person who has lived through it. In my opinion Word-of-Mouth trumps regular advertising. If someone real and trustworthy says to me, “Try this Product… It Rocks!!”. Well, then I will probably will be trying that product. However, if an advertisement says, “Try this Product…. it Rocks!!” (this being a different product than what the “word of mouth” suggested) it’s only a possibility I might try the advertised product first.

Empathy is natural…. we’ve been doing it for as long as we realized that other people had emotions just like we do. And, as a business person you need to master this skill. To aid in this ask yourself a few questions:

• If I was the customer how would I be feeling?
• If I was the person arriving at my site… what would I be hoping to see?
• What kind of proof would I want to see to prove that the product I’m selling is the one I need?

Basically, you need to put yourself in your customer’s shoes. How would they be feeling when they come to you. You need to understand that before being able to offer empathy to them.

Bottom line as a Business Owner you need business. You want more business?? Be empathetic…… do you want a platform to be empathetic and add conversation to your business plan?? Add Social Media. And, most importantly…

Share your experiences, be real and honest, add emotion, be empathetic….. Make a Difference!!

Empathy & Social Media together…. This Combo could be an Online Business Secret Weapon.

Tim looks at why becoming a news blogger is hard work and how simple changes to page layouts and designs can attract and promote your news blogs or any site even if he doesn’t use all the tricks himself.

Most bloggers dream of becoming a major source of news and information, millions of visitors and loads of links when you break yet another story. The pace is fast and furious with near daily race to be the first to get the scoop much like traditional media journalism. A vast quantity of front page traffic on Digg and other social sites is from the same websites time and time again but breaking into the exclusive group of true news bloggers is hard work but I hope some of these handy hints will help.

Why do it?

Before we go further you need to stop and take a step back becoming a news blogger is not suitable for all but a minority, go back to those top sites and you will realise nearly all of them are run by a team. With 24 hours in a day a single person can only do so much, and such sites rarely pay for themselves until they reach a certain critical mass. That said the one page tips I’m presenting will help any blogger interested in attracting the social media visitor.

Getting the page ready

How you present your exclusive story will often make or break your site above all you want people to know what the story is as quickly as possible, using stumblers as our basis you have 5.5 seconds to impress or they are gone.

Images

In many ways are the secret weapon of the news blogger and bloggers in general they add something to the story but they are also a useful social media tool.
Primary Image – this is the main image to accompany the article for maximum effect you want to turn this image into a promotional tool, when people photo blog a review on StumbleUpon the chances of a visitor clicking through from the reviews home page is 25% more likely then a standard review. To maximise people using the image as a photo blog picture make sure the image is under 250k and less then 500px width. Include some sort of identifier and don’t be afraid to include words (just make sure you use your alt tags correctly). When it comes to picture nearly all social media users like BBS big bold and simple a slightly risky strategy is to place the primary image just on the fall of the page to force the user to scroll down to see all the image.
Logo Image – A logo image is an image that appears near the top of the post to help categories and give a post a sense of identity, this further helps to cement in the visitors mind what the article is about as well as providing another promotion point. Google news has for a while now been using an algorithm to select suitable images for use within its site for relevant headlines, this sadly may not interest most wannabe news bloggers who don’t make it onto the Google news pages but the use of such images on Digg certainly will. Since the release of the new picture enabled Digg, users when selecting stories have been offered the option of including a picture from the page if and when a suitable image has been found.
The important thing here is getting the scale right Digg currently is resizing images to 160×120 pixels and is only presenting users with the option of JPG so the ideal logo image should be 160×120 JPG, of course you need to make it interesting enough for the submitter to include it and remember to keep it inoffensive to avoid moderation.

Extract/Summary

Many Stumblers and Diggers simply copy the first few lines of an article when reviewing/submitting so make those lines count. Present an interesting and complete first 2 sentences be it a summary or some sort of opening statement. Just remember to keep it short and sweet otherwise the submitter or the site they are submitting you to will cut it off mid flow.

Typography

I am not a designer but subtle use of modern design concepts such as the use of grids really helps a story along. Don’t let a bad design or typography let your story down because it makes the process to hard to read. One technique borrowed from traditional magazine I find extremely useful is pull out and block quotes. While block quotes have a dedicated tag in html pull quotes do not but there are plenty of Javascript pull quote scripts you can use.

Printing

People still like something tangible so along with good typography a clean way to print the article out is essential at minimum a print.css but also think about promoting printing through a print button.

Social media buttons

Adding pretty icons and badges has been all the rage for a while now even the BBC have got social media badges on some of their pages, but there is no real evidence that this “bookmarking” buttons actually increase the number of people bookmarking sites and can have a very negative effect. On the whole social bookmarking do not cause any ill effects with possibly two exceptions
0 Diggs – Nothing says newbie who can’t fix their template then a Digg button with 0 Diggs, it’s a complete turn off. Social media users tend to flock or hunt in packs a button with a low score can put people off, If you are going to use Digg buttons then only place them on your post at the 20+ mark and make sure you remove them after a few days or immediately after your article is buried no point wasting your users time which could be spent viewing more of your content. You will of course point to the bottom of this page and scream hypocrite what else can I say but bah!
Stumble Me buttons – When StumbleUpon produced a series of buttons people raced of to use them on their blogs without thinking through the consequences. Call it a bug or a protection feature if you like, but Stumble Me buttons are worthless. Every time a user uses your stumble me button to leave a review you lose a potential thumbs up. This is because when you leave a review it does not also thumb up the page as well, so while you might get a couple of hits from peoples home pages on StumbleUpon you will not receive any additional toolbar traffic.

General tips for news blogging

Apart from on page issues some simple things make a large difference in News Blogging

• Work in a team
• Be quick but accurate
• Moderate your comments
• Let others promote you, concentrate on getting the stories
• Don’t be afraid of scrapers always include good full internal links
• Be consistent unlike other forms of blogging news bloggers need to post regularly