Jan Brady would love social media

"Marcia, Marcia, Marcia!" No matter your age, everyone knows this notorious complaint from middle child Jan Brady of The Brady Bunch. Marcia was more popular, prettier, and everyone wanted to be like her. Jan? She was always in Marcia's shadow; trying to be noticed.

Jan Brady would love social media.

In many ways, social media is the great equalizer. Anyone can put information out of the web, grow an audience, and make a name for themselves. If Jan Brady were capable of popping out of the TV, I have no doubt that she'd embrace the world of new media. Through Twitter, Facebook, and blogging, Jan would have access to platforms that would allow her to be heard, show off her talents, and achieve success. Social media would allow her to compete with her sisters.

Ah, yes, the Brady girls and their hair of gold. When it comes to social media, we can all be lumped into a category that represents one of the "very lovely girls", can't we? In the real world, we're all a Marcia, Jan, or a Cindy.

The big names in the space are generally Marcias. People know who they are, listen to what they say, and want to be near them. Marcias have free products sent to them all the time and get access to exclusive events just because of who they are. Their Klout score is high because they've already made it to the big leagues, but Marcias disapprove of Klout and the idea of scores (perhaps it's easier to be indifferent when you're already successful). Marcias exemplify success and are the frequent objects of envy.

Then, there are Cindys. Cindys generally use social networking sites casually. They don't put a lot of effort into creating an online presence; they mostly use the tools for fun. Much like Marcias, they sometimes mock those who check their Klout scores. They're carefree with little to no interest in competing or being ranked. Despite popular belief, not all Cindys have a lisp (insert 70s-style canned laughter here).

As for Jans, they haven't made it to the big time, but they're trying. They want to make a name for themselves, they're trying to be recognized as subject matter experts, and they want to achieve success and all that comes with it. Jans know the stakes and want to stand out. They put a lot of effort into maintaining their social media presence, hoping it will help them reach that next level. Jans check their Klout score regularly and are excited when they get a perk (e.g. freebies offered through Klout). They want to be better than average and aren't afraid to work hard to get noticed.

Jans want to play with the big boys.
Jans want to make something of themselves.
Jans want to be Marcias.

If you're carefree like a Cindy or a powerhouse like Marcia, more power to you. But, remember, Jans are people, too. A Jan who wants to do more and be more is a good thing.

After all, who wants to live in someone else's shadow? Especially Marcia's.

Are you branding or are you blowing it?

Whether you're talking about a company or a person, building a brand takes work--and consistency. Who are you? What does your company represent? What words do you want to spring to mind when people think of you or your business?

Martin Lindstrom wrote a great piece in Fast Company called, "Your Business Card is a Billboard for Your Brand". Not only does he show some neat examples of great cards, but he uses Ikea as an example of consistent branding. Its do-it-yourself image is conveyed in everything it does. It's business cards have "name", "email", "phone" printed on them with a blank line for staffers to fill in their own info. New employees are shown to their empty offices, which are later filled with boxes of Ikea furniture. Ikea lives its brand.

Do you?

Branding isn't just about your logo. It's about your public image. Kind of like the keywords you use in SEO, but only this is real life. What do you want people to think when your name or company is mentioned?

Personally, I've found Klout's +K feature to be very insightful when it comes to my own personal branding. If you're not familiar with the tool, it allows people to endorse others on the topics that Klout has determined they tweet about the most. This is good for two reasons:

1) You can see if your given topics are things that you want to be known for (and, if not, you should fix that!).

2) Based on the number of +Ks you're given by other Twitter users, you can get some insight as to how others perceive you.

Above are the top five topics Klout has said I'm influential about (based on my tweets, retweets, conversations, etc.). Are these things I want to be known for? You betcha!

Your branding is cemented with every action you take and every word you speak. Are you putting in the thought that's required to shape your brand? Think about the following weapons in your promotional arsenal and whether they're solidifying the image you want to create and the brand you're striving to build:

• Business card
• Twitter bio (including background and avatar)
• LinkedIn profile
• Email signature
• Collateral materials
• Recruitment tools (if you're a business, your brand should promote a culture to prospective employees)
• Google profile (more important than ever since the launch of Google+!)
• YouTube channel
• Blog
• Search results

Unlike the old days when the media was the only one able to tell your story, today's web and social networking tools have empowered us all to be our own PR firms. If you do it in public, you're saying something about your brand. Will that message be positive or negative? It's up to you.

Band geeks and little people: Life lessons from the Pac 10 Tournament

Don't judge a book by it's cover. It's an old saying, but we do it all the time. We, as a society, have really got to stop it.

This week, I've been lucky enough to attend all the games in the Pac 10 Tournament (thank you to the folks at Klout for the free tickets!). I went to a private university that wasn't known for its athletics program, so the whole college basketball scene is something new to me. That said, I have to ask, when did band geeks become the life of the party?

When you watch the games on TV, you just see the scantily clad cheerleaders. When you're there in person, it's all about the band. I had no idea.

The band leads cheers. The band hoots and hollers. The band makes jokes. The band provides all the energy for the fans. The band is Red Bull to the cheerleaders' Diet Coke. They really need a PR team so they can get the credit they deserve. Forget the pom pom girls; the clarinet players work it!

Now, on to my second revelation. Short people can really play ball!

In game 1 of the tournament, Oregon State versus Stanford, I was checking out the players in the first few minutes of the game. I jokingly said to my friend, "who let Gary Coleman out on the court?". I looked up his number in the program and saw that the guy's height was 5'8". Ok, not a real midget, mind you. But compared to the other players, he looked like he should be singing with the Lollypop Guild from Munchkin Land.

Well, imagine my surprise when this guy could play! He ended up being the third highest scorer in the game and his team won by 10 points. Don't discount the short guy, my friends; it's all about skill, determination, and hustle!

Now, if you're a college basketball fan, maybe you already know the things I just learned. But, has there ever been a time when you went into something--anything--with preconceived notions? When you assumed you knew the people, the product, the pitch, or the pitfalls? Like it or not, we all have opinions. But, maybe, we should have a few less of them.

Is the gal with the tuba going to get you fired up? Is guy you think will be least valuable to the team really the rising star?

We all strive to attain knowledge and gain experience. That's important. But sometimes. just sometimes, should we maybe forget what we think we know and see what's really out there. I bet there's a lot more to be learned if we just let ourselves.

A life of fewer fouls and more free throws? That's something we should all shoot for, isn't it?

Kloutgate: The Battle Between Mean Girls and Influencers

How much do people listen to what you have to say? Do they act on your suggestions? Are folks looking to you for answers? Do your online connections talk about you and engage you regularly? These are some of the factors that determine someone's Klout. If you're not sabotaged, that is; but more on that shortly.

For those who don't already know, Klout is a site that measures your online influence. Are you retweeted? Do your friends "like" your Facebook wall posts? Are you mentioned in conversations? Klout looks at these factors, and more, and then assigns you a score that rates your influence.

Although the algorithm is still being tweaked, many people (and companies!) are putting a lot of stock into Klout scores. Their hope is that, if you have a high score and an engaged audience, that people will listen to you if you say good things about their products. Simple enough. But, here's where it gets nasty.

Some folks, whether it be out of competition or petty jealousy, are trying to impede other people's progress on the site. Intentionally taking actions to stall or diminish other people's scores. Can this really be done? You betcha! If you change the way you normally act, you can have a potential impact on someone's score. Remember, Klout judges how people interact with you. In all reality, your followers and friends hold the key to your success. They can make you or break you.

Here are the top Mean Girl offenses that seem to be gaining traction in cyberspace:

• Not following people
• Not retweeting someone's tweets
• Not replying to a person's tweet
• Not listing people
• Not liking their Facebook posts
• Not commenting on Facebook links

But, it's not just the act of not doing those things. The "Mean Girls" used to do these things before Klout came along, but have consciously stopped. Now, it's about the competition. Why bolster someone else and help their score? If you don't, you can get ahead, right? I'm gonna insert a diabolical Mean Girl laugh HERE. (If you don't understand the "Mean Girl" reference, check out the Wikipedia entry.)

Is this sabotage solely geared to neutralize the competition? Perhaps, so the Mean Girls can get perks and offers their friends don't? What about so they can get bragging rights to the best score in their clique? Whatever the reason, the Mean Girl ranks are growing.

Sure, lots of people are still cautious about the accuracy of Klout. And, frankly, since it doesn't incorporate blogs into its algorithm yet, I think that's a major handicap. However, businesses such as Fox, Audi, Virgin America, Starbucks, TNT, Disney, and Nike are using the site in their publicity efforts. Identifying online influencers, giving them samples or promotional items, and then hoping for some good buzz. It's a solid strategy as traditional media gives way to the new world of social media.

So, my friends, beware the Mean Girls. They may not be 15-year-old girls, in fact they probably aren't. In all likelihood, they're 40 year old men or 28 year old professional women, but they're Mean Girls at heart. People who feel good when you feel bad. Folks whose main goal is to outshine you and humble you in the process.

And, as for Klout, it may be in its infancy, but it's laying the groundwork for the future. A time where John Q. Public has just as much influence as Anderson Cooper and Larry King. And maybe more.

FOX embraces citizen journalism

Even the dimmest network executive knows that people blog, tweet, and text about the TV shows they enjoy. Who cares what the high-paid TV reviewers say anymore. Nowadays, it's all about what you and your social circle think. FOX gets this and has taken its marketing to a whole new level: empowerment.

In conjunction with Klout (a website that measures your influence on Twitter), FOX launched two campaigns to get people talking about its new show Lone Star, which premieres tonight (to qualify, you had to be considered influential, as determined by your Klout score).

1) FOX hosted an exclusive pre-screening of Lone Star for social media influencers at its Century City lot in Los Angeles. The party, of course, included fancy food, lots of drinks, and high-quality networking.

2) If you were unable to attend the screening, you could have a party pack shipped to you (pictured above). The kit included a DVD of the premier episode of Lone Star* and everything you'd need to host a screening for you and your friends (e.g. wine glasses, beer mugs, ice bucket, popcorn, Beer Nuts, napkins, bottle opener, cooler, poster, t-shirt, and Godiva chocolate—my kit was missing the chocolate, nuts, and ice bucket, so a big, fat thumbs down to the guy who put my kit together!).

By giving those who are active in the social media space a sneak peek at Lone Star, FOX got a jump on creating buzz around the show. The network didn't just wait for people to start talking, they empowered them to start talking. That is major.

As marketers scramble to evolve in the new media space, and TV networks are suffering declines in viewership, I think FOX's Lone Star campaign is a great example of what's to come. Traditional media needn't be afraid of social media. Social media is the future and citizen journalism is powerful.

So, welcome to the decade of the most influential people out there, Average Joe and Plain Jane. We're here to stay and we have opinions. Speaking of opinions, what are your thoughts? Sound off below (you know you want to).

* My two-cent review: Lone Star is a solid drama that's different from anything you've seen on network TV. When the show hit the five minute mark, I could tell I was in for a ride. In the closing minute of the show, I realized that ride was a roller coaster. Two enthusiastic thumbs up!
 
DISCLAIMER: As indicated above, I did receive a party pack from Klout/FOX. That in no way influenced what I've written in this post (especially since I didn't get the chocolate).
PHOTO CREDIT: Shannon Smith (That is her party pack, not mine, as evidenced by the ice bucket. Really, I'm not bitter. I just had to hold the ice in my lap during the screening, but whatever...)