Quantifying Social Media

I watch a post proliferate late last week about the top 50 branded Facebook Fan Pages from back in July. The nice thing is the post presents a ton of data and then tries to interpret the data and guide readers to action after learning from the data. The trouble is the data.

The data comes from a web app created by Vitrue which boasts to have the ability to quantify Social Media into Return on Investment (ROI) figures. Before you go run and try to calculate your page’s dollar value know that the point of a social media presence isn’t dollar value. I’m not the only one outraged by Vitrue’s misleading ROI calculations and dollar values for fans.

MySpace is a ‘technology company connecting people through personal expression, content, and culture.’ Facebook gives ‘people the power to share and make the world more open and connected.’ The point of these two major social networking sites is to connect people.

How do you value a relationship? Is it pure dollars? How would you calculate any form of ROI based on relationships, in this case between a brand and followers/fans? Let me throw two thoughts out there: (1) communicating through social media channels is the same or similar to driving traffic from a blog: you provide something your readers/followers want, they identify and discuss around your content. (2) Besides very few, how many people are purchasing goods and services from a Facebook page, or as a result of traffic from a Facebook page to an eCommerce website? How can any Facebook page or social media campaign even guess at potential ROI?

I’m throwing hypotheticals out there to guide you to my point: the bottom line is Vitrue adds false dollar value. Their calculations are not based on analytical data translated into dollars and sense but made on unsubstantiated speculation. The real problem ends up not being with Vitrue’s faking ROI values, the real problem exists with the Web Analysts at corporations (Fortune 200′s to small businesses) who buy into the idea that fans X daily interactions X percentage of annual revenue could equal ROI.

Despite how upset I may be with the concept of ROI association with social media interactions, we should probably ask: Are the folks at Vitrue jerks for obscuring social media value or are they geniuses taking advantage of naive Web Analysts’ and large-scale companies who don’t know better?

Facebook Places: Another Privacy Debate

Just threw down an article over at ASPNix about the recent launch of Facebook Places. There seem to be a lot of people worried about privacy, everything is about privacy and who can see what others share about “me.”

What I have a hard understanding is why people don’t communicate in person about tagging on mobile applications. Look: the only way to tag someone through Facebook Places is if they’re already a friend of yours. Unless you’ve mass-added a bunch of folks so you can play an online-game without paid advancement, your friends list should be people you actually know. Why is it Facebook’s problem if your friends, who are presumably physically near you, are tagging you in content?

There’s an argument about a casual Facebook users being tagged without their knowledge of such functionality existing. Moreover: if they have a mobile device that doesn’t connect to the internet, they may not have any ability to monitor where they’re being tagged until they’re in front of a computer again. Acknowledging all of that – the point remains: people tagging you are your friends.

Two things: (i) if your friends are tagging you and you don’t approve, talk to your friends, don’t get upset with Facebook; (ii) be honest with people and all will be well: if lie about your location or activities, expect to get caught – maybe even from a tag from one of your friends checking in with Facebook Places.

Provin’ it

Yeah well if I was so smart and was really excited about sharing some experiences, both personal and work related, maybe I should dump them all here?

Dave would say I should focus on something more like tumblr, but ultimately this is going to turn into a portfolio site.

So here’s the plan: I’ve got about 30-40 articles (maybe 5-7 series) of content I’m guest-writing for the folks over at ASPNix which I’ll connect to here eventually.

WordPress, meet Facebook: Adding a ‘Like’ Button

Update 8/6/10: This article has been modified from its original version to what (this content) was adapted to for the ASPNix.com blog – which turned out to be better received than the original way I wrote this.

So at some point I will give a general ‘why social media and why you should care’ story, but let’s not waste time with that now. Let’s get right into the thick of things. Have a WordPress blog or WordPress-powered website? Want to add a ‘like’ button? Ok, let’s get down to business. The first thing you’ll want to do is change the namespace of your HTML document. Get into the header.php file of your theme. Typically located in /wp-content/themes/[themename]/header.php - You’ll find these lines of code right at the top of this file. We want to change the attributes of the HTML tag.


<?php
/**
 *
 * @package WordPress
 * @subpackage DeptofAwesome
 */
?>
<html xmlns="http://www.w3.org/1999/xhtml" <?php language_attributes(); ?> >

We’ll want to change the xmlns (XML Name Space) of our HTML document. Note that changing the header.php file will update all pages that use this include file will be affected. We want to add the Open Graph protocol and the Facebook protocol like this:

<?php
/**
 *
 * @package WordPress
 * @subpackage DeptofAwesome
 */
?>
<html xmlns="http://www.w3.org/1999/xhtml"
     xmlns:og="http://opengraphprotocol.org/schema/"
     xmlns:fb="http://www.facebook.com/2008/fbml"
     <?php language_attributes(); ?> >

Adding the following code attributes to your <html> tag allows for Open Graph and Facebook objects to work on your site:


xmlns:og="http://opengraphprotocol.org/schema/"
xmlns:fb="http://www.facebook.com/2008/fbml"

Now to add the ‘Like’ button to your posts. The button is based on a page’s URL. If you have a blog that’s showing multiple posts, we just have to define the button to pull the URL for each post. A simple and standard button code looks like this:

<?php
/**
 *
 */
?>

<fb:like href="yourlinkhere" show_faces="false"
     width="300" font="arial"></fb:like>

There are additional configuration options, little tweaks to the button to try and match the motif of your design, but we’re just keeping things simple for now. You’ll want to now go into your main index template found in /wp-content/themes/[themename]/index.php – there’s a tag that’ll have a class of id named ‘postmetadata’ that we care about. In this example, the post meta data (tags, links, comment count, etc) are all contained in a custom function called ‘othergoodness’ – which we can ignore for now. Add your ‘Like’ button code within the tag labeled ‘postmetadata’ and immediately after all other functions are called (you can change placement later). It should look something like this:


<p class="postmetadata">
  <?php othergoodness(); ?>
  <fb:like href="<?php the_permalink() ?>" layout="standard"
     show_faces="false" width="450" action="like" colorscheme"dark"
     style="padding-top:10px;"></fb:like>
</p>

Note there are a few extra parameters for this example, just trying to show a little more detail and how you can control some display elements.

Our link, defined by the href attribute, utilizes the permanent link for that particular post. So on a page of 3 posts, each post has unique meta data and a unique link associated with it, we are piggy-backing on that predefined info by calling the_permalink() function for our link.

You’ll also want to add the like button to your single-post and page templates. You can use the same code snippet from your main index template on both of those pages. I recommend you place the code near your comments-template declaration. If you have comments turned off within WordPress, still add your like button near where the comments would be. In our example, the single post page, typically found at /wp-content/themes/[themename]/single.php becomes:


<fb:like href="<?php the_permalink() ?>" layout="standard"
     show_faces="false" width="450" action="like" colorscheme"dark"
     style="padding-top:10px;"></fb:like>
     <?php comments_template(); ?>

Adding the button to a page will work the same way. Find your page template and drop the same code. Page template is typically at /wp-content/themes/[themename]/page.php – and you can place it just before the comments template again. I add it after any admin-specific functionality that’d be relevant to post content to keep interaction elements (likes, comments, etc) separate when visually editing the front-end of the site.


<?php edit_post_link('Edit this entry.','<p>','</p>'); ?>
<fb:like href="<?php the_permalink() ?>" layout="standard"
     show_faces="false" width="450" action="like" colorscheme"dark"
     style="padding-top:10px;"></fb:like>
     <?php comments_template(); ?>

And that’s pretty much it, now the Facebook ‘Like’ button will be on all of your relevant pages and posts. The ‘fb:like’ tag works like any other ‘a’ tag where you can add it to just about anything.

The key to everything with the like button is the URL. What we learned here was how to just go in, drop some open graph and FBML code to dynamically pull the URL per-post or per-page so you don’t have to worry about it. On static sites, naturally you’ll have to add the button to every page with the appropriate URL. There are other methods to add meta data and social interaction to pages and posts, but we can cover that at a later date.

Due to goofy glitches, I cannot add the code within this post (hence the images) I have, however, put together each snippet into a text file, which you can grab here. Use the code at your own risk, etc – feel free to post comments or questions here or in the forums if you get stuck.

Best Websites of Seattle

Seattle Weekly Web Awards. Sadly, not a single site mentioned is one I’ve worked on or had affiliation with. Maybe next year. *tear

WordPress ThreeDotOh

Yup, WordPress 3.0 is here. Any database issues? Everything seemed to work pretty easily for me.

New Facebook Privacy Settings (Coming Soon)

http://blog.facebook.com/blog.php?post=391922327130

Aside from my natural long-winded-ness, I could talk about privacy and social networks for days.

In short, look at some of the comments and responses to this announcement. People are lacking intelligence, narcissistic, temperamental and not understanding  of the core values and goal of Facebook: to share.

If you don’t want to share, what are you doing on Facebook?

So You Need a Typeface

Since y’all are pretty bored with my essays, here’s something fun, from Julian Hansen, based on the top 50 of the top 100 Best Schrieften by Font Shop.

Blogging: Content, Traffic and Discussion

Update 8/6/10: I’ve been picked up by a friend to guest-write on his company’s blog. You can find the full article in three parts over there. Blogging in a Nutshell: Part 1 – Content, Part 2 – Traffic, Part 3 – Discussion.

In a new whitepaper from Hall, there is discussion around creating a blog, generating content and attracting readers. Generally questions attempted to be answered are: How often should you blog and how can I attract people to read it? How can you make your blog more interesting? How can you attract large numbers of people to reading your blog consistently?

There are two primary objectives for blog articles: make a point and encourage discussion among readers. For business, there is a third objective: self-promotion. The key to any blog you already know: original quality content. With original content your blog will draw an audience; said audience will revisit your blog which will foster discussion around your content.

Users can find the information they want and able to dismiss irrelevant content faster; users also are able to bore easier: with tons of resources at their disposal, users may spend a few seconds skimming through headlines and paragraphs of content before abandoning your site. For example, at this point in my answer, if the content you were looking for is not outlined or easy to find, attention spans are lost. The challenge is in creating and frequently providing content that will keep the attention of your audience. The key component to the solution is in planning. There are three types of articles your blog content should be focused on: multi-part series, weekly industry-relevant single posts and ad hoc one-off content.

The first key thing to remember is that you’re creating solid original content. Your content will entice viewership and greater viewership means more opportunity for discussion. The second key point is having a variety of content. By having three types of posts – regular, one-off and right-now – the content provided to viewers varies in format enough to be interesting. All three types are essential: regular content allows users to depend on and expect large-scale content in digestible segments; weekly content allows users to count on and expect relevant regular content; ad hoc posts are the backbone for fresh content in their frequency and tangential relevance.

The final challenge when focused on writing a blog is scheduling: when do you write content and when do you post content? Many blogging platforms have the advantage of being able to set the date and time for content to post (similar to full-blown newswires). This works to post content at a previous date and time as well as scheduling when a post will go live in the future. Briefly: the only reason I would justify launching content at a previous date is to establish credibility during the initial launch of a blog – allowing for simulated longevity of content upon the blog’s launch; however this would demand future posts to link and reference the pre-dated posts. The latter scheduling concept is more pertinent: create content that will be posted at some date in the future. Newspapers used to have multi-editions per day: early morning, mid-morning afternoon, late afternoon and evening, sometimes more; Associated Press often posts out a flurry of articles at 1:00am each morning. Creating content now and planning for a story launch is a perfectly acceptable means of communication through your blog.

Goals for your blog, while not covered in detail here, should include the frequency of your posts. Before you launch your blog, you must have content. You should be prepared to launch your blog with three weeks’ worth of content: one set of content for the week prior to launch date, one set of content for the week of your launch and a final set of content for the week following your launch. At a minimum, the regular articles should be scheduled and finalized a week ahead of their launch. This way, if your new content is delayed a day or two subscribers are not affected. By writing content at least a week ahead of time, you allow yourself the flexibility to accommodate your real life. Real life happens: car breaks down, mother-in-law comes to town, and your dog ate your first draft. While your readers’ real lives may affect how often they are able to read your content they have no empathy or mercy if they are expecting your content and it’s not available because your real life happened. Your blog lives and dies by its content, no content means no life.

You should must have at least one article per week. Two would be a better minimum: one article on Tuesdays, launched at about 1p PDT, and one article on Fridays, launched at about 11a PDT. As discussed earlier, you can write the articles ahead of time and schedule their release through your blogging software, but having your core articles release consistently at the same time each week will allow users to ‘expect’ when your communications will be released.

The simplest ways to distribute your content are easy, low cost and steps you should take any way to help build your brand (even if you do not write a blog). First, create a dynamic sitemap; most blogging platforms will do this for you. WordPress, for example, has a series of plug-ins available to automatically publish a sitemap that can be consumed by Google (and other major search providers). Next, claim your blog on syndication sites like Technorati and Google Blog Search, it’s simple to set up an account and both services will pull your posts about as frequently as you post, so your newest content will always be syndicated. Lastly, any social networks (anywhere) that exist to support your company, blog, content or articles should be referencing your material, or (if you don’t manage said networks or blogs) post quality comments in their content linking back to your original material. Having related content will help readers genuinely interested in a topic to find your blog.

The full article from Hall on blogging is available upon request.

Will Qualcomm and WiMAX ensure Sprint’s survival?

Not a week has gone by since I outlined my fears of Qualcomm’s involvement with bidding on spectrum in India and a new article from Rethink Wireless crosses my desk describing in brief and obscure details how Qualcomm’s Snapdragon processor will be featured in Sprint’s first WiMAX handheld released in the US.

In that linked video, one of the highlights is animated wallpapers, which makes me discount any of the remainder of the content in said demo because functionality, connectivity and price are far more important than animated wallpapers. “I didn’t pay $600 for this device so I could have animated wallpapers.”

So does my fear of Qualcomm interfering with WiMAX’s chances of success -despite Clear’s horrible network deployment and pricing structure- change with respect to Qualcomm’s chipset being used in WiMAX-enabled handhelds? Not for a second. In fact it’s further enforced as Qualcomm would become a choke-hold on WiMAX versus LTE technology. At any point Qualcomm could decide to jack up pricing for manufactures making WiMAX devices to further promote LTE technology. (This would take place in a world where LTE was being marketed, deployed and supported better than WiMAX, which is entirely possible (and probable) given the poor direction Clear’s taken to support WiMAX.) I would add that Qualcomm’s business model shouldn’t just be to just sell as much as possible: even if WiMAX is losing the battle against LTE, Qualcomm shouldn’t just continue to sell chip sets to WiMAX-handheld manufacturers because they’re requested, Qualcomm should focus on championing a use of their chip set for a given technology. If that’s LTE (or WiMAX) then they should focus on making the chip sets and product offerings as incredible and capable as possible for that technology.

Fear asides, I wonder if good things will be coming from Qualcomm, despite the my ugly experience with the company.

Meta