TheWayoftheWeb

It’s tempting to think that social media is a good place to be right now – after all, there’s good evidence it’s one of the few areas of growing employement.

There’s also plenty of talk about how it’s going to grow as a low cost/more effective way to engage people, and therefore drive revenue – but also harder to measure. And it can be hard to tell who is bluffing, at least until someone came up with a checklist!

So we spend our time joining groups and chatting with our peers, whether it’s on Twitter, Facebook, LinkedIn, Ning, etc, etc.

PAR-TIC-I-PA-TION by cindiann on Flickr (CC Licence)

But the one question we need to keep asking is whether each group is really worth joining, and whether we’re actually going to have the time and dedication to make a difference.

It’s something I’ll admit to being guilty of. There’s Social Media Mafia, MeasurementCamp, Social Media Club, Social Media Today, P2PR, EverySingleOneofUs,  just off the top of my head, plus Triiibes, which prompted this post when I thought about how much value others are getting from it – and I’m missing because I’ve spread myself out so much. And some groups, such as the Blog Council, are attracting some criticism. As indeed WOMMA has in this case.

Then add in several Facebook groups, a few LinkedIn groups, and others I’ve forgotten – and suddenly it’s sounding ridiculous, even though I’ve increasingly only tried to be involved in groups with a reasonably clear and defined purpose.

Credentials Required by TheTruthAbout... on Flickr (CC Licence)

I’ve already started politely resigning from a few places, because I’m barely even remembering to check in and see what’s happening once in a while, let alone contribute to anything of value – from now on it’s about having a real focus on what matters to me personally and for my career, and selecting a smaller collection of key groups who I can offer value to (and perhaps where interlinks can be found).

Perhaps this is what Twitter has really affected for me – in the past I was a pretty active member of a variety of groups and forums, but now they don’t seem so important, as I’ve got an expanding network of over 1900 in my community for instant responses on a variety of topics, rather than forcing myself to go and check in somewhere else.  The common complaint was that it detracted from blogging, but I tend to find the opposite – but I do find myself spending less time at other social locations, unless it’s a real focused community.

Perhaps it’s just me, and the fact I’ve got a great and involving day job, two blogs, and a young family to think about now? I know from forum involvement for a decade that there’s also a cyclical nature to forum membership – the new excitement, the start of seeing repetition from other members, taking a break and then coming back with new enthusiasm etc….

And I do know some people who seem to benefit from seemingly being in almost every group on every network ever created.

But what do you think? Have you been a little guilty of serial group joining without considering the value? Found yourself stretched too thin? Or do you think it’s fine to be a silent member in places on the off chance people might find you and request a connection/contribution?

And where have you found the clearest sense of purpose/best value?

Tape Measure by redjar on Flickr (CC licence)

If only it was that simple! But to make it easier, I’ve finally started compiling a list of the tools and resources for the measurement of social media and community marketing and engagement - ranging from free to paid options, and Web Analytics to Buzz Metrics.

It’s in no way a comprehensive list, but as I was compiling material to add in to the MeasurementCamp project, I thought I might as well list it here and get comments and additions from some of the measurement mavens I know lurk in the comments!

I’m also debating whether the list would be improved by my personal opinions about the tools I’ve trialled and used, and those I continue to use – I’d be interested in peoples views for and against – although there is the caveat that I’m nowhere near the expert I’d like to be…

Anyway, comments and additions can be put in the comments on this post, the comments on the Marketing Measurement Tools page, or via email from the About page.

I actually intended to write a post about Digg today, and got halfway through it, when I realised that it would actually benefit from a bit more thought, research and polishing.

It comes on top of a few days which have seen several plans need to be adapted or comprimised, and several challenges. And it’s reminded me that although many of the people I work with have understood or seen the benefit of social media and community as part of the overall strategies for marketing and the business as a whole, there’s still a lot of work to make it more integrated, show more of the benefits, and recognise where improvements can be made.

It’s easy to put the blame on other people. ‘They’ just don’t understand. ‘They’ just don’t get it. Surely it’s obvious that ‘everyone’ is becoming networked? Why can’t people just get what I’m doing and do everything I ask/need/wish for?

But with a bit of perspective, things get a bit clearer. All the people I deal with on a daily basis have lots of concerns, and the use of social media is just one part of their jobs/roles/lives/plans – and for some it’s a fairly small part.

And that’s how it should be at the moment.

Eventually, I believe that the tool of social media should be integral to everything we do. And it’s something I often hear within the social media echo chamber. But in reality, it’s down to people in roles like mine to drive results, work through problems, and interact properly with others to ensure there things happen, and that everyone within the company benefits.

It’s ironic really – using something so social starts with me re-evaluating the individual role I play and how I play it!

(For those expecting a post concerning Digg, it’ll come tomorrow, I promise!)

It’s my first appearance at an ‘unconference’ tomorrow, when MediaCamp Bucks 08 takes place at Buckinghamshire New University.

It’s free to attend, and the sessions are running from 9am-5pm, with drinks and music afterwards. There’s actually some social drinks tonight as a warm-up, but due to recent fatherhood, I think the odds on me attending much of the entertainment and socialising are pretty much non-existant!

I’ve been looking forward to it for a while, especially after Twittering with the co-conspirators, Chris Hambly and Eaon Pritchard. But I had been a little worried about running a session after 2 weeks of sleepless nights, changing nappies, and lots of other stuff that doesn’t lend itself to long hours in front of a laptop.

Which is why it was quite funny getting an email from Michael Clarke, who had scheduled himself to run a workshop at the same time as mine, on a very similar subject. As we’re both looking at the changes that occur when you go from ‘playing’ with social media on your own time, to then using it for an established organisation, it made sense to pool our resources.

So tomorrow, in the spirit of social media, I’m attending a free conference around conversation and sharing knowledge, and running a sessions with someone who I only know about from a couple of emails and reading his blog for a couple of days!

In an additional bit of luck, before I went on paternity leave, I’d outlined a community marketing strategy for one of the titles I work across. And I came back to find community referrals had doubled, amongst other great results! A great result for Car Magazine.