Thursday, November 29, 2007

SOCIAL MEDIA SUPPLEMENT: Measuring Social Media

SOCIAL MEDIA SUPPLEMENT: Measuring Social Media
: "- Associations Now Magazine - Publications and Resou"

SOCIAL MEDIA SUPPLEMENT: Net Gains

SOCIAL MEDIA SUPPLEMENT: Net Gains
: "- Associations Now Magazine - Publications and Resources - ASAE &"

Remember Blogs?

Remember Blogs?
"- Associations Now Magazine - Publications and Resources - ASAE & The Center for Ass"

Optimizing Your Public Relations with Social Media

Optimizing Your Public Relations with Social Media
Vocus White Paper

SOCIAL MEDIA SUPPLEMENT: A World of Choices

SOCIAL MEDIA SUPPLEMENT: A World of Choices
Associations Now Magazine - Publications and Resources

The Digital Emperor Has No Clothes

The Digital Emperor Has No Clothes
Associations Now Magazine - Publications and Resources - ASAE

So, yes, association leaders, defend your lonely forts! Like the physical book, expertise is intrinsic to our human identity. Don’t be ashamed by the educational accomplishments, the meritocratic exclusivity, the hard-earned authority of your associations. Don’t lower your drawbridge to the undercredentialed and veropinionated masses. Don’t compromise with the mediocrity of the ill informed. Protect Associations 1.0 to the death!


Leaders of associations need to take note of such successful online publishing ventures as the Guardian and professionally curated search engines such as Mahalo.com and DoneRight.com. Associations need to resist the siren song of the digital utopians, with their seductive promises about the democratization of
expertise. Rather than apologizing for their exclusivity, association managers should recognize that their networks of experts will be the next big thing. No guilt required: Expertise is about to become very sexy.

And, of course, Web 2.0 is actually a wonderful platform for associations. Separated from the distasteful utopian ideology of its more radical Silicon Valley boosters, the
internet’s latest self-publishing technology actually offers traditional associations a rich array of publishing tools with which to arm their members. Blogs, wikis, podcasts, and videocasts are, in themselves, neutral tools (blogs don’t kill culture; bloggers kill culture). In the paws of noisily opinionated amateurs, these tools are culturally corrosive; put them in the cultivated hands of traditional experts, however, and these instruments of self-publishing can be incredibly valuable ways of articulating and disseminating credible information about science, technology, and the arts. Rather than a fort, these tools can be pedagogical and informational bridges for experts to the outside world. Better still, they can be used to create significant revenue for self-employed experts in everything from high school tutoring to online classes about massage, cooking, or home improvements.

Nor does social media necessarily have to become an agent of cultural flattening in which networks inevitably degenerate into the adolescent narcissism of MySpace or Facebook. Associations can and should establish their own exclusive social media networks in which members can communicate with one another within a secure environment. But there is no reason to make these networks open to any digital Tom, Dick, or Harry. Association managers certainly shouldn’t be intimidated by the open-source pietists who assume there is something intrinsically just about the digital commons. The privacy of property—physical or virtual—is the cornerstone of our free-market economy. Just as I don’t want uninvited strangers tramping through my house, there’s no reason why you should want the uninitiated or the unskilled wandering into your association through your website or blog.

Associations: Leadership and Missed Opportunities in Social Media

Associations: Leadership and Missed Opportunities in Social Media:
Social Media for Members of the Human Community
Dana Theus, Magus Consulting LLC

Why Facebook and MySpace Won't Change the Workplace - Harvard Business Online's Tom Davenport

Why Facebook and MySpace Won't Change the Workplace - Harvard Business Online's Tom Davenport

Why Your Company Needs To Be on Facebook - Harvard Business Online's Conversation Starter

Why Your Company Needs To Be on Facebook - Harvard Business Online's Conversation Starter

Friday, November 16, 2007

Social Networking: A Beginner's Guide To Facebook

Overview - What's The Buzz All About?



Facebook is defined by its creators as:



''a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.''


Long before the relatively recent introduction of the Facebook Platform that is getting everyone so excited, Facebook was a popular social networking service with a primary audience of teens and college-goers.


Like then similar services such as MySpace, the key focus was on befriending other users and sharing thoughts, photos, music and comments. Useful enough, and certainly enough to get the service millions of subscribers, but still nothing compared to the current amazing growth rate that Facebook is enjoying. Not only are the new sign-ups to the service going through the roof, but the demographic that it covers is expanding considerably, with a greater amount of twenty-somethings using Facebook that its initially teenage audience.


The sudden sharp interest is directly indexed to the opening up of the Facebook Platform, which allows developers from around the world to create their own unique Facebook applications. This essentially opens up the entire world of online content for easy aggregation into the existing social networking functionality, so that users can create a profile and personal network of friends whilst taking advantage of all of their favorite online tools and services.


Gone are the days when your Skype, Twitter, instant messaging, social networking and classified s hunting had to take place at a scattered range of online destinations. Facebook applications bring all of this and more to the one-stop-shop of your profile page.


This is indeed a disruptive technology that at once turns the social networking and content aggregation spaces upside down and its impact is bound to be felt in the worlds of web widgets, startpages and ofcourse SNS destinations like the now waning MySpace.


Here is an openness we are not used to seeing in such billion-dollar web enterprises, where more often that not the walled garden approach seems to prevail. However, I have a feeling that we will be seeing a lot of imitators sooner rather than later.





The Basics - Social Networking



At base Facebook has a solid core of social networking features that make it not only easy to create your user profile, but also to interact with those other community members that you add as friends.


Layout and navigation are impressively clean and uncluttered, especially when compared to the horrible jumble that is MySpace. There are a number of ways to track down potential friends already on the network, whether via your email contacts list, workplace, schools and colleges or a generic search. When friendships are made - as simple as 'adding' another user from their profile - Facebook prompts you on how you know the person you have brought into your network.


The usual email and messaging features are all in evidence, as is photo-sharing and the ability to update both your 'current status' (what you're doing, or how you're feeling) right from the main page of your profile. Each profile also has a 'wall', a place that both the owner and visiting users can leave quickfire messages for one another.


Every time you update your status, add a new application to your profile or edit information this information is recorded and subsequently broadcast to your friends, who can easily keep track of your latest actions. While for some this will feel strangely intrusive at first, it can in fact be a valuable tool for finding out information and useful tips from those within your network.


Long featuring the ability to share blog posts, video, audio and links Facebook has everything that you would expect from a high-quality social networking application. But online social networking tools are a dime a dozen these days, and what really distinguishes Facebook from its nearest competitors is its disruptive ability to aggregate rich content from elsewhere on the web.





Rich Content Aggregation



It is the opening up of the Facebook Platform to the general public (or at least that part of it comprised of third-party application developers) that has really made waves. For while Facebook has always enjoyed phenomenal success as a social networking service, it is only now that it has become a truly disruptive technology with the ability to aggregate all of your most important web-based content in a single location.


Facebook as it stands today gives you a single sign-in service whereby you can:


  • Network with friends and colleagues using internal email, private messaging and public discussions



  • Make status and presence updates using both in-house tools and popular third-party service like Twitter, which can be fully controlled from the Facebook console



  • Bring in live chat, voice messaging and one-click Skype calls



  • Import and share videos and create photo albums and slide shows to easily share your media



  • Quickly grab content that you like the look of from other people's profiles and add the same functionality to your own


Of course, this only touches the tip of the iceberg, but what is essential to note is that in opening its doors (and API to developers outside of its inner circle, Facebook has managed to expand its capabilities rapidly and effectively. The result has been a well-earned influx of even more users.





Why People Love Facebook



So what exactly is it that has the blogosphere dizzy with admiration for the Facebook Platform and the impact it is having?


Well, the recurring themes are the bold move towards being open to third-party developers, and as a consequence, the rich range of content aggregation options now available to those who spend a fair amount of time using the latest web applications in one shape or form.




What the developers think


Jason Berberich of Berbs.US writes:



''While Facebook doesn't let users change the way pages look (one of its best features, in my opinion), it instead opens itself up to 3rd party developers with a really impressive API that's got great documentation. Existing applications can now be integrated right into the platform so they look and feel like they're part of the site, and entirely new apps and business ideas can (and will) be created to reach Facebook users.


I love how Zuckerberg is thinking long-term with Facebook. He could have easily sold the company and cashed out, or littered the site with tons of ads, but he didn't. Instead, he's building a platform that will make Facebook one of the most powerful (and money-making) sites for years to come. He's doing everything right, as best I can tell. Pure genius.''



Berberich's enthusiasm mirrors that of the hundreds of developers out there now presented with an opportunity to create killer apps for Facebook, or else port their existing web applications over to the service, extending their reach and, crucially, their market.


By presenting developers with well-put-together documentation and an open invitation to participate in the platform, CEO Mark Zuckerberg has won himself a considerable amount of kudos for taking this bold move and cracking open the industry, and perhaps rightly so.




What the tech industry insiders think


Michael Arrington of TechCrunch rolls with this idea and praises the shift towards an open, developer-friendly platform as the living antithesis of the walled-garden approach thought to be the biggest challenge facing waning competitor MySpace. Arrington notes that:



''The payoff is two way. Not only do developers get deep access to Facebook’s twenty million users, Facebook also becomes a rich platform for third party applications.


Facebook’s strategy is almost the polar opposite from MySpace. While MySpace frets over third party widgets, alternatively shutting them down or acquiring them, Facebook is now opening up its core functions to all outside developers.''



So while MySpace continues to block third-party tools and accessories to protect its own interests and advertising revenues, Facebook has succeeding in becoming the definitive social networking destination by giving users exactly what they want - the ability to choose from a vast range of alternatives rather than be locked into a single service.


Here is the ongoing trend that marks Web 2.0 as distinct to its top-down, one-way predecessor, and is very canny of the Facebook team to have come to this astute decision while others around them have been doing exactly the opposite.




What the users think


Of course it isn't just the developers with a smile on their face, and at the very core of any social network is its user-base. To my mind, this shift to a daring, open approach to third-party developers has been key to expanding Facebook to the next level.


Robert Scoble places Facebook within the context of the slew of aggregation and micropublishing services currently enjoying enormous popularity, and notes of Facebook that:



''I totally grok why Facebook is quickly becoming the most important social network and presence updater on the Web. If you get added to my Facebook Friends list (it’s easy, just ask) you’ll see that it aggregates a whole bunch of things onto one page.


My Kyte videos are there. My Twitter tweets are there. My shared items, er link blog, from Google Reader is there. And a lot more. Plus you can visit any one of my nearly 500 friends and see all their stuff.''



So, in addition to being able to aggregate the range of services that you use across the web in a single location, another of the great things that Facebook has to offer is the ability to follow your friends statuses, and latest additions to their own profiles through an ongoing feed. This proves an excellent way to learn about the latest hot applications by seeing what's being used by those within your social network.





Why People Hate Facebook



While there is a strong consensus in favor of the new Facebook developments, the service is not without those who either out-and-out dislike it, or at least have some questions and doubts to raise about its claims and the hype that it is generating. The range of reasons to dislike Facebook are as diverse as the reasons to like it are similar.




Information Overkill


One feature of the Facebook profile that has its detractors is the "mini-feed" that displays each of your actions, and those of your friends, in a public timeline not unlike that of Twitter. The difference is that with Twitter updates, you decide what will be shared, whereas with the Facebook news feed, your every action is monitored and broadcast.


The author of one blog, ComPromise, writes that:



''I think it’s creepy that acts that were once personal and not immediately open to the scrutiny of others are now blared on loudspeakers to everyone without distinction. Sure, none of this is information that didn’t already exist, but the difference is accessibility. It’s like the birthday feature: if your friends’ birthdays didn’t pop up on your home page, everyone would get a lot fewer birthday messages because fewer people would know.


Similarly, you can always check to see what groups your friend is in and, if you’re interested enough, notice new additions or removals. However, the information is then only accessible to a few, devoted people. Now, people who don’t even know you all that well will be informed about''



Similar comments have been made elsewhere as to the propensity of Facebook to somewhat stalk its users. On the bright side it should be noted that only those users you have added to your list of friends will be privy to information about which application you just installed, and so on, but for some this is invasive rather than useful.


For me, however, I have found this to be a very useful addition as I have managed to find great new applications simply by following what others in my network of friends have discovered. It all comes down to how much you are willing to share, and unfortunately while you can delete particular items in your timeline, you can't get rid of the feed itself from your profile, which some would prefer to do.




How Open Is Facebook?


Sam Sethi over at Vecosys doesn't so much hate Facebook so much as question how open Facebook really is to the developers it has invited in. In an analysis of the Facebook terms and services, Sethi manages to pull out some clauses that suggest that the openness of the platform has severe limitations. He concludes:



''Will Facebook impose a ‘tollbooth’ or tax on successful widgets? Sure looks like they want to. Will they be building their own competitive versions? Sure looks like they want to. Can they cut you off from the platform at any time? Sure looks like they can. Can they change the ground on which you operate? Sure looks like they can. Do you have a hard and fast relationship with this platform, making it safe to build a 20 million user widget based company on? I don’t think so.


I would say that Facebook have looked at MySpace and learned a lesson : there are a lot of developers at the gates. They have built a platform that seems to open up their world in an exciting way. But they retain their fingers on the levers of power and they will exercise those levers as mercilessly as My Space when the time comes.''



And while the terms of service discussed in Sethi's article do not provide any hard evidence of nefarious plans on the part of the Facebook team, they do at least suggest that those looking to establish a business entirely founded on success via the Facebook platform should proceed with caution.




Facebook as unoriginal


One of the (ten) criticisms leveled at Facebook by Anne Zelenka in her article for Web Worker Daily is that it just doesn't do much of anything new. She writes that:



''It has messages that are email-like, a contact list, an events list, a Craigslist-style marketplace, Twitter-style updates, and blogging via its Notes application. I can see why they’d want to be a one-stop-shop for virtual interactions, but in each case, their implementation seems weak compared to my favored solution. I prefer a best-of-breed approach for my online communications tools.''


The danger according to this train-of-thought is that in trying to do all things within its own framework, Facebook may very well wind up doing none of them as effectively as the diverse range of tools and services already out there, with their tight focus on a particular task or goal.


There is something to be said for this criticism, although arguably Facebook doesn't attempt to replace your existing tools and services so much as make it easy for your to aggregate them and access your information from a single location.





Must-Have Facebook Apps




The sheer amount of applications available for your Facebook profile can be daunting at first glance. Soon enough, though, you will have found a set of tools that suits your own needs. Whether you want to create photo slide-shows or post right to your Twitter account, there is an application to suit just about any need you'd care to consider.


To a large extent, then, the applications you choose to integrate into your personal Facebook will largely be a matter of taste. There are some tools, however, that really stand out in terms of their usefulness. I personally make use of:


  • SkypeMe - which displays your current Skype status with a prominent graphic, and allows your profile visitors to quickly
    place a Skype call to your account with a single click



  • Twitter - As a service I use every single day it's great that I can now send out 'tweets' directly from Facebook, display my current status right on my profile and even view my friends' timeline without ever having to leave Facebook. If you haven't checked out Twitter yet, you might want to take a look at my earlier beginners guide



  • Upcoming - Upcoming integrates the events you are currently watching or planning to attend, using the popular service of the same name. This is a great way to promote upcoming events of interest to a wider audience



  • Kyte TV - Kyte gives you a great way to incorporate a live media feed into you profile, letting you bring in video and an up-to-the-minute stream of images captured from your mobile phone via the Kyte.TV destination



  • Literally hundreds more that allow for monetization, media sharing, chat and messaging, video and alert setting


It's worth mentioning that even when you first sign up for a Facebook account you will find a bundled, default set of very useful applications. My personal favorite from this selection is the Posted Irems tool, via which you can "<>.''


What all of this amounts to is an impressive host of aggregated content from every corner of your online life, gathered around core social networking functionality.





Conclusions



However you feel about Facebook there is no denying that it has managed to make a huge impact. This is in no small way down to opening up of the platform to external developers - in many ways an industry first.


As a consequence Facebook has managed to go from being a well-put-together online social networking tool to becoming a socially powered content aggregation hub. By allowing you to bring together the vast majority of your favorite tools and services from around the web, and aggregate them in a single easy-to-navigate destination, Facebook has achieved something totally new.


Here you can now combine the networking features of SNS websites, the photo and video sharing capabilities of sites from Flickr to YouTube, the presence broadcasting features of tools like Twitter and Jaiku, but more importantly than any of this - the ability to pool all of your most-used online resources in a single, accessible space.


Whether you are looking to create yourself a simple way to exchange ideas with like-minds, colleagues or friends, or a great way of promoting yourself or your other online content, Facebook is well worth checking out. I would go as far to say that if you only sign up for one social network on the web, Facebook should definitely be high on your list.

Change.org Application Brings Advocacy to Facebook

Change.org Application Brings Advocacy to Facebook

e.politics: online advocacy tools & tactics »

Online Advocacy Tools: Social Networking/Social Media

Online Advocacy Tools: Social Networking/Social Media

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E-Politics 101













Learning from Obama: Lessons for Online Communicators in 2009 and Beyond



A Beginner's Guide to Facebook

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How to Reach Facebook's Millions of Members in Nine Easy Steps



by Mack Collier October 16, 2007


Facebook is the hot social-networking site of the moment. With the site's incredible growth in recent months, many marketers are scrambling to find a way to access the site's millions of users who could be potential customers.


But as with any online community, marketers must take great care in how they attempt to approach and interact with the community's members.


This article won't tell you how you, as a marketer, can use Facebook. But it will walk you through the steps necessary to successfully use Facebook to better reach and understand your customers, as a fellow member of the site.


1. Check your marketing hat at the door


If your primary reason for joining Facebook is to promote your company and your products to existing Facebook members, don't even bother joining Facebook. It isn't built for marketers; it is built for people who want to stay in touch with their friends and meet new ones.


If you want to be a member of this community, you have to use Facebook as the other members do. You have to go in with the mindset that you want to use Facebook as a tool to meet and understand your customers.


If done correctly, your time spent on Facebook can lead to more efficient communication between your company and its customers, and it can lead to increased sales. But that only comes if you are willing to use the site on the community's terms, not yours.


Action point: Use Facebook as its members do. View the site as a way to meet and better understand friends and potential customers, which will in return lead to their better understanding you—and, by extension, your company. Remember that you are joining a community, which that has rules, written and unwritten, that you must abide by.


2. Build your Facebook profile


Your profile will be your "home base" for Facebook. This is where you will aggregate all the information about yourself, your company, your interests, and your friends. As you spend more time with Facebook, you will find that you will want to change your profile constantly, adding features that you discover along the way.


At the heart of the Facebook profile are applications (apps). These apps allow you to share information and content about yourself, your company, and your interests. New apps are being created every day for Facebook, each one providing new features and experiences.


Action point: When first joining Facebook, make sure to spend time completing your profile. Be sure to include an actual picture of yourself. Also, include at least one mode of contact (preferably an email address) and, if possible, a phone number. Make sure to clearly identify who your employer is and include links to your company's Web site and blog, if it has one. When you first join Facebook, make sure to identify who you are, who your employer is, and how you can be contacted. If you are already using other social sites, such as Twitter, or your company is blogging, you can add apps that let you move that content to your Facebook profile.


3. Add as friends people who know you


If you think that the person receiving a friend request from you has to think hard to remember how or whether s/he knows you, it's probably best not to invite that person to be a friend. Or, if you choose to invite such acquaintances, add a note reminding them how you know them.
Remember that the point of Facebook is to keep up with your current friends and contacts, and to meet new people. Resist the urge to add popular bloggers or journalists simply because you want to contact them about promoting your products.


That not only won't work but also could cause a backlash if members feel that you are just trying to use them to market for you.


Action point: View Facebook as a way to keep up with your current friends and contacts. If you are unsure whether the person you are attempting to add will remember you, then add a message explaining who you are and how the person might know you.


4. Add friends of your friends


After adding in your friends, see which people they have listed as friends. If you see that several of your friends have befriended the same persons, consider inviting them to be your friends as well. Those people likely share personal and professional interests with you and are a great way to expand your community of friends/contacts on Facebook.


Action point: When you send a friend request to persons who are mutual friends of several of your friends, explain that you have friends in common. Otherwise, not knowing who you are, they might not add you as a friend.


5. Find out what groups are on Facebook that are related to your company or industry and your personal interests


Among the great features of Facebook are the thousands of groups organized around every subject, personal or professional, under the sun. These groups are a great place for you to meet new friends and gain knowledge from fellow members.


But groups can be a big stumbling block for marketers if they aren't careful. Groups are like any other area of Facebook: You create and share value first, then receive value back. You might be tempted to use groups to simply promote your company and products, but this would likely cause a huge backlash.


Remember that the driving forces behind Facebook are connections and community, not commerce. You have to use Facebook as your customers do.


Action point: Facebook's groups can be an incredibly powerful tool for marketers, if approached properly. Instead of attempting to use groups as a promotional channel, use the groups as Facebook members do. Find ways to contribute to groups by answering questions and asking your own. When you begin to create value in groups, you will find that users will respond positively to your efforts, and many will probably want to "friend" you. As with every area of Facebook, consider what you can give to the community, with the idea that the community will respond by giving back to you.


6. Monitor the News Feed to see what your network of friends are up to


Notice the Facebook logo in the top-left hand corner of the site? If you move your cursor just to the right of the logo, you will see the picture of a small house pop up (home). Click on that symbol, and you will be taken to the "News Feed" for your network of friends.


This is a great way to keep up with what your friends are doing. Here you can track comments left on your profile (via your Wall) or those that friends have left on those of other members of your network. You can also discover when friends have posted links to videos, blog posts, upcoming events, or have added applications to their profiles.


The News Feed is a great one-stop area for seeing what your friends are doing on Facebook.


Action point: Regularly check the News Feed to see what your friends are up to. This is a great way to discover interesting items such as groups and links to articles. Add to your profile any relevant information that your friends are sharing, or post a link there. Notice whether your friends are adding the same person as a friend; you may want to add that as well. Also, the News Feed will let you know which of your friends has upcoming birthdays, so be sure to wish them Happy Birthday by leaving comments on their profiles.


7. Bring your coworkers and customer evangelists together


If there are several members of your company already on Facebook, discuss the possibility with management of creating a group for your company, if one doesn't already exist. This could be a great way for co-workers to share not only information and news about the company, or to bring each other up to speed on using Facebook. Also, you can bring your company's evangelists into the fold, by either creating a separate group just for them, or by inviting them to join your company's group. In either case, the idea is to create a sense of community for your company, both internally, and externally.


Action point: Make use of Facebook groups as an internal and external communication tool. If your company has multiple workers on Facebook, you can create a group just for your company, where you can exchange company information as well as information about using Facebook. You can set the privacy settings so that membership is by invitation only. You can decide to make the group "closed," meaning that non-members can view the group but not reply to posts or leave comments. Or you can make the group "secret," meaning that non-members cannot view the group and it will not show up in public searches. Consider giving your customers access to at least one group where members of your company are participants as well. This is a great way to bring customers in and give them a voice where they can discuss your company. That is especially helpful if your company isn't blogging, as it gives your company a way to have an online conversation with your customers.


8. Add Applications to your Profile


We discussed filling out your profile in step 2, but after using Facebook you will quickly discover many different apps and will likely want to add some to your own profile. The great thing about Facebook's applications is that so many of them bring to your profile content that other members have created, or give your friends the ability to add content. These apps are a great way to build community and receive valuable feedback from friends.


Action point: From your Facebook profile, click on the Applications section on the top left-hand side of your profile. This will take you to an area where you can browse the thousands of apps for Facebook. The best ones, such as Ask a Question, or Blog Friends, allow you to give your friends a way to give you feedback, or bring your friend's content to your profile. Applications are great for giving your friends a sense of input into your profile and can also keep you up to date on what your friends are doing.


9. Have fun!


Facebook can be a valuable tool to grow your business, but it's also a great way to meet people and make new friends. Remember that Facebook's users aren't there to "buy stuff" from you, they are there to connect with friends and meet new ones. Never forget to work within the community's rules to accomplish your business goals. Besides, customers want to buy from companies that they trust and like. So remember to represent your company responsibly, but also make sure to be approachable and create an open environment where your friends and customers enjoy your company on Facebook!


Lessons learned
If you are considering joining Facebook, do not view the space as a potential selling channel for your company. Instead, view Facebook as a vibrant community where you can come in contact with your customers and better understand them (and they you). The indirect result of this mutual understanding will likely be increased sales for your company.
But the key to having success on Facebook is to use the site as its members do. Consider ways that you can create and bring value to your fellow users, as in many ways Facebook is a community that rewards its members based on the good that they each bring to the larger group.


Mack Collier is a social-media consultant and writes for two of the fastest-growing marketing and advertising blogs on the Net: The Viral Garden and the MarketingProfs Daily Fix. Reach him via mack.collier@theviralgarden.com.

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