Relationship Skills change with Social Media

Has social media changed the interaction with people in our communication and relationship skills?

I define communication as a transactional process unique in human beings by the exchange of symbols through verbal and non-verbal languages. For example, when I communicate with someone else, I am transacting symbols of communication with the other person and expect some response. The transaction continues as the person responds and the process continually builds on what was previously transacted.

If we agree on the definition of communication, then is there a change within our scope of the communication transaction as a result of social media? I believe there is and the first step in improving our communication skills is in acknowledging the changes.

A good case study is how our society has changed in the usage of magazine publication which was once a huge print business in the world. A good review of the impact on the magazine publishing world is written by Parul Jain, Zulfia Zaher, and Enakshi Roy in Magazines and Social Media Journal of Magazine & New Media Research. The title of their research and finding is Magazines and Social Media Platforms: Strategies for Enhancing User Engagement and Implications for Publishers. (3Vol. 17, No. 2 Winter 2017).

A few highlights of their work that I found worth noting for our question are:

• “Most stakeholders expect organizations to have some presence on social media platforms, and a lack of it is considered unacceptable and non-normative in this day and age” (page 2). 

• “Given the nature of social media platforms, an audience that engages with magazines can critique the content put forth by the magazine, create new content on that magazine’s social pages, interact with fellow readers, and express both positive and negative emotions online” (page 3).

Jain, Zaher, and Roy make a noteworthy quote for our question from Malthouse, Calder, and Eadie:

• "Less engaged customer would be one who merely provides simple feedback, such as 'liking' an image on a social media platform, while a more engaged customer would be one who “actively engages in co-creation,” such as producing content for the brand"2 (page 4).

As we examine the changes in communication and in our relationships, we must also accept the use of social media platforms is a diverse field. In 2015 Magazine Publication Associate reported of the top five followed/liked magazine brands on media National Geographic and Vogue were listed. Interestingly, the vast diversity in the magazine’s primary theme was also reflected in the diversity of the platform in which the user was engaging the magazine in a social media setting. Which I see as a direct tie-in with Jain, Zaher, and Roy’s earlier statements that: “one of the main motivations for engaging with a magazine on social media was the accessibility of magazines across multiple social media platforms and various devices” (page 11).

In response, Jain, Zaher and Roy concluded: “Our findings suggest that the participants gratify different needs (such as home décor and fashion) utilizing specific platforms that are more likely to cater to those needs” (page 16). Another response is: “Magazine readers expect publishers to maintain an engaging and relevant social media presence” (page 18).

The changes are not limited to magazine publishing. The above is simply one case study which illustrates the larger truth: Social Media has change the scope of our communication skills. We are no longer a society focusing on one medium such as a magazine, newspaper, journal, or media outlet to access information. Social media allows for the reader to share the information across large audiences through their social media platforms. Communication as a transaction is evolving with the digital age, thus our relational communication must evolve. Social media expands relational access as well as allowing a reader to look beyond the vast material to a specific search criteria. It would appear as a result of social media, our communication skills and our relational skills are growing and increasing for the better while making “it is a small world after all.”

There is one thing that has not changed ... You know I love ya, Don

1. Parul Jain, Zulfia Zaher, Enakshi Roy, Magazines and Social Media Platforms: Strategies for Enhancing User Engagement and Implications for Publishers. Magazines and Social Media Journal of Magazine & New Media Research. 3Vol. 17, No. 2 • Winter 2017

2. Edward C. Malthouse, Bobby J. Calder, and Wayne P. Eadie, “Conceptualizing and measuring magazine reader experiences” (presentation, Worldwide Readership Symposium, Cambridge, MA,2003),285–306.

Successful Brand Market is in Cultural Relevance

Successful brand market is in cultural relevance. The Hershey Company is uses a micro-marketing plan to manage the company’s many brands.  The Hershey Company was founded in 1900 by Milton and Catherine Hershey. Milton had a passion for making candy. For more information on this great story go to www.thehearsheycompany.com website. When talking about brands, it is important to note that Hershey, and product companies like Hershey, have many brands and … each of the Hershey family of candies has a designated twitter handle. The company, the amusement park, and the Milton Hershey School for Children also has twitter handles. Needless to say; there is a strong Hershey presence on twitter … or at least there was a strong presence.

Let me explain. The purpose of twitter is to provide a short, brief message of 280 characters where registered members of twitter can respond, retweet, or like the message. Some might call it micro-blogging. Twitter also allows for pictures and graphics. Recently, twitter has opened space for short videos or gifs. The strength of twitter is the use of hashtags. Hashtags connect content with audience and increase search engine optimization. The key to success is being in the right place at the right time and keeping the message simple, concise and CULTURALLY RELEVANT!

The Hershey Company join twitter in June 2015 … and by 2016 the company and all the brands were heavily tweeted in the twitter world. For one campaign, the Reese’s brand tweeted, “All trees are Beautiful!” in support of their Reeses’ peanut butter cups shaped like Christmas Trees. The response was amazing!!!

The tweet reached 1 billion impressions, 82% brand mentions, 146% brand positive sentiment, 13,000 hashtag mentions, and 260,000 social mentions. The rate of return was epic for their company and it was all through twitter. Through one very cultural relevant tweet, The Hershey Company’s Reeses’ peanut butter cup brand served their audience.

M.C. Hammer is one of the most followed Twitter Handles … he states, “Forget the numbers and just be interesting.” Just four years ago, Hershey was posting daily and sometimes many tweets per day … in 2019 The Hershey company has found the twitter is not as culturally relevant. The quantity of tweets has been reduced, but in the quality of tweets has increased. Leading up to Halloween when candy is given out to children, there were 23 tweets and 2 paid ads in the month of October. Following Halloween, in the month of November, there has only been 2 tweets. That doesn’t mean that Hershey is not watching twitter, because there have been a few customer comments or complaints in November, but within a few hours the issues is addressed and resolution is offered.

The bottom line is Twitter has evolved to presenting information and linking the user through hashtags, functional content, inbound links, with pictures and videos… the point is to propagate the story by being relevant and interesting. In order to be convey the message, the tweets are not in volume, but in significance. The Hershey company has exchanged the twitter madness for concise, culturally relevant content. Which drives us back to knowing the demographics and psychographics of our target persona.

I believe there is good advice in follow following The Hershey Company and M.C. Hammer … “Don’t count the numbers, just be interesting.” Being interesting is knowing what people are interested in. Which drives us back to knowing the demographics and psychographics of our target persona … than Successful Brand Market is in Cultural Relevance.

Thanks for listening and be sure to look me up on twitter … Donald Crane.

You know I love ya,  Don

Communication Skill Change Remarkably as a Result of Social Media

Has social media changed the interaction with people in our communication skills?

I define communication as a transactional process unique in human beings by the exchange of symbols through verbal and non-verbal languages. For example, when I communicate with someone else, I am transacting symbols of communication with the other person and expect some response. The transaction continues as the person responds and the process continually builds on what was previously transacted.

If we agree on the definition of communication, then is there a change within our scope of the communication transaction as a result of social media? I believe there is and the first step in improving our communication skills is in acknowledging the changes.

A good case study is how our society has changed in the usage of magazine publication which was once a huge print business in the world. A good review of the impact on the magazine publishing world is written by Parul Jain, Zulfia Zaher, and Enakshi Roy in Magazines and Social Media Journal of Magazine & New Media Research. The title of their research and finding is Magazines and Social Media Platforms: Strategies for Enhancing User Engagement and Implications for Publishers. (3Vol. 17, No. 2 Winter 2017).

A few highlights of their work that I found worth noting for our question are:

• “Most stakeholders expect organizations to have some presence on social media platforms, and a lack of it is considered unacceptable and non-normative in this day and age” (page 2). 

• “Given the nature of social media platforms, an audience that engages with magazines can critique the content put forth by the magazine, create new content on that magazine’s social pages, interact with fellow readers, and express both positive and negative emotions online” (page 3).

Jain, Zaher, and Roy make a noteworthy quote for our question from Malthouse, Calder, and Eadie:

• "Less engaged customer would be one who merely provides simple feedback, such as 'liking' an image on a social media platform, while a more engaged customer would be one who “actively engages in co-creation,” such as producing content for the brand"2 (page 4).

As we examine the changes in communication, we must also accept the use of social media platforms is a diverse field. In 2015 Magazine Publication Associate reported of the top five followed/liked magazine brands on media National Geographic and Vogue were listed. Interestingly, the vast diversity in the magazine’s primary theme was also reflected in the diversity of the platform in which the user was engaging the magazine in a social media setting. Which I see as a direct tie-in with Jain, Zaher, and Roy’s earlier statements that: “one of the main motivations for engaging with a magazine on social media was the accessibility of magazines across multiple social media platforms and various devices” (page 11).

In response, Jain, Zaher and Roy concluded: “Our findings suggest that the participants gratify different needs (such as home décor and fashion) utilizing specific platforms that are more likely to cater to those needs” (page 16). Another response is: “Magazine readers expect publishers to maintain an engaging and relevant social media presence” (page 18).

The changes are not limited to magazine publishing. The above is simply one case study which illustrates the larger truth: Social Media has change the scope of our communication skills. We are no longer a society focusing on one medium such as a magazine, newspaper, journal, or media outlet to access information. Social media allows for the reader to share the information across large audiences through their social media platforms. Communication as a transaction is evolving with the digital age. Social media expands readers access as well as allowing a reader to look beyond the vast material to a specific search criteria. It would appear as a result of social media, our communication skills are growing and increasing for the better while making “it is a small world after all.”

There is one thing that has not changed ... You know I love ya, Don

1. Parul Jain, Zulfia Zaher, Enakshi Roy, Magazines and Social Media Platforms: Strategies for Enhancing User Engagement and Implications for Publishers. Magazines and Social Media Journal of Magazine & New Media Research. 3Vol. 17, No. 2 • Winter 2017

2. Edward C. Malthouse, Bobby J. Calder, and Wayne P. Eadie, “Conceptualizing and measuring magazine reader experiences” (presentation, Worldwide Readership Symposium, Cambridge, MA,2003),285–306.

Being Alive is living Honor and Integrity

“The supreme quality for leadership is unquestionably integrity. Without it, no real success is possible, no matter whether it is on a section gang, a football field, in an army, or in an office.”

                                                                                                 – Dwight D Eisenhower

“Honesty and integrity are by far the most important assets of an entrepreneur.”

                                                                                                 – Zig Ziglar

When I think of honor and integrity as valued personality and character traits of a leader, I do not simply refer to sincerity or honesty. Integrity’s essence is derived from the root definitions: entireness, wholeness, soundness. Honor as it is added to integrity extends through the inner core and wholeness of the character of the individual and the organization. It is found in small matters as well as great; for the allegiance of the soul to truth is tested by small things rather than by those which are more important. These are the building stones to which a person rises out of mediocre living to mighty influence throughout the world.

We think that we hate the lack of honor and integrity when we are only hating the consequences resulting in the absence of honor and integrity. We resent hypocrisy, negligent ethics, treachery and deception, not because they are untrue, but because they harm us and harm the culture around us. We hate the falseness of fake integrity, but we are half pleased with the false praise. It is evidently not the element of untruth here that is displeasing, but the element of harmfulness. Thus, the only genuine response is a deep commitment to honor, integrity and higher standards which are often the harder road and more often underappreciated, but the consequential outcome rises to greatness.

Diligence and hard work in maintaining honor and integrity as it relates to our personal lives, as well as to the organizations we serve, produces great success to which every participant gains a proud legacy. These personality traits find root with the leader. It is essential for leaders of our homes, organizations, and corporations to frame honor and integrity around every endeavor of life. These individuals produce a dynamic culture which anticipates honor and integrity in everyone. I agree with Amy Lyman when she writes: “When a trustworthy leader acts with humility, is respectful of others and uses the power of his position and his personal power to benefit others, then he is honorable. And his integrity to those qualities is admirable.”[1] The perception is paradoxical, but the reality is everyone benefits and the person leading the charge establishes a “wholeness” and “completeness” legacy.

Within a world where compromise is the norm, fake news is in many conversations, social media produces one-line rants, and families are seeking genuine authenticity; the world is also passionately pleading for honor and integrity. We must recoil from the deceptions of sensational and easy paths. It is our task to strive for greatness as leaders who fight vigorously for honor and integrity while rejecting untruth as untruth: who resents the smooth and polished falsehood of society which does no immediate harm, but deceives the excellence of life. We must respond to the plea with credibility, respect, and fairness. It is then we will be known as leaders who possessed the valued personality traits of honor and integrity. 

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[1]. Amy Lyman, PhD. “Leading with Honor and Integrity.” The Trustworthy Leader, 12 Nov. 2012, http://www.trustworthyleader.org/eng/Blog/8_Leading-with-Honor-and-Integrity.html.