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Posts Tagged ‘engagement’

Following the ranks of new Twitter followers today, was Netflix7, Netflix’s new presence on my favorite network. I am not sure what Netflix is trying to accomplish. Regardless, it is helping me make a point. Companies need to better understand the meaning of ‘socia’l in social media. The beauty of well understood social media lies in its messengers: people. Substitute a recognizable human presence with an abstract brand of corporate entity, and the social in social media vanishes. The message becomes no more than interactive media, old style. 

If Netflix wants to engage me, capture instead all the existing conversations on Twitter, of which there are quite a few, judging from search I did on Twitter – 15 in just 30′ – and gather them, and share them, same way Trader Joe’s has done. And get the social media nuts in your ranks to evangelize for you, and listen to, and respond to these people already talking about Netflix. Same can be done with blogs, an other social media channels.

Simple enough?

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Sustainability wikis such as Wikia Green or Appropedia have an important role to play, in the gathering of solutions for a sustainable future. The big challenge of course, is how to engage contributors into volunteering free content. As a content creator in the sustainability field, with hundreds of articles to my credit, all on blogs, I yet have to contribute to a collaborative platform. I started sharing some of my reasons in previous posts, here and here. In a nutshell:

  • I am comfortable with blogging. It is what I know, and past the initial hurdle of setting up a blog, which by the way is very low, it’s been smooth sailing ever since.
  • I like the feeling of being in control, and of having all my stuff in one place.
  • When I contribute to other blogs, it is usually a boost for my recognition and helps enlarge my audience.
  • Contributing to other blogs is a no brainer; hardly any setup is required, and I usually do a slight rewrite to address issue of duplicate content.
  • I love the creative freedom of writing whatever I want whenever I want.
  • My blog is also a social place to meet cyberfriends I have made along the way, and who keep coming back for more discussions.
  • I get tremendous satisfaction from direct feedback from readers, particularly when something they read on my blog, either from me or other readers, is making an impact on their thinking or behaviors.
  • There is lots of reciprocity going on amongst bloggers, thanks to linking, trackbacks, and pingbacks. As a result, the give and take feels very fair.
  • Although I am very familiar with wikis, have consulted for wiki startups, and have started several private wikis of my own, I find making the move from blogging to contributing to public wiki platforms a huge step.
  • First, there is the issue of time. If I could somehow export content that’s already on my blog, automatically, I would consider it.
  • Second, is the problem of attribution, and ownership of content. Although, I am not one to hang on to my creative product with steel claws, it is very important to me that I be given credit for it.
  • Third, is the issue of duplicate content, and how that might affect ranking of original content with search engines.  If content is going to be exported automatically, and frequently, I would not have the time to do rewrites to avoid duplicate content problem.
  • My blog is not my only source of content either. There are quite a few projects I have been working on, that are sitting either in some files on my desktop, or in Google groups discussions, and that I wouldn’t mind sharing, if I could just turn those over with one click.

The bottom line is, if you want my content, make it super easy for me, and make sure I get credit for it.

There is a huge pool of potential content providers like myself, scattered all over the Internet, and elsewhere, who could share their knowledge, under the right conditions:

Marguerite Manteau-Rao)

Sustainability Wikis - Contributors' Engagement Map (Marguerite Manteau-Rao)

I will end by sharing my dream of the perfect sustainability wiki. Imagine a place where you can find nearly all that has been published about sustainable solutions all over the world. Imagine that contributors would not have to worry about adapting their content to the specific wiki requirements. Wiki editors could take care of that chore. Imagine that contributors could get credited each time, with ample linkage back to their original websites. Imagine a widget that would allow contributors to send their content automatically to the wiki in one click. Imagine that getting my content on the wiki would be all benefit for me, in addition to the reward from helping the greater community. Imagine . . .

Maybe this discussion can be continued at the upcoming Open Sustainability Network Camp that will take place in October, in San Francisco?

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