How well do you know your 'friends' on social media networks?

I would like to think I have a vast following of readers for this blog, hanging on my every post about various topics relating to strategic communication. There are thousands of IP addresses clicking in each day, seeking my lofty, unbiased opinions about strategic communication trends, successes, and failures. However, I have access to the “traffic stats” for my blog and I know my vast following has yet to arrive.

I am surprised by the level of traffic I do have, but it is nothing to get excited about just yet.

What makes for a successful opinion leader? Can opinion leaders use social media networks as a channel to reach even more followers than they might already have on traditional media networks? Would you know an opinion leader is using the social media network for commercial purposes?

Think about your own life. If you are in the market for a new TV, will you be seeking out the opinion of your computer geek/nerd friend or the opinion of the gym rat friend who does not even own a TV and hikes 150 miles every weekend just for fun?

According to Diffusion of Innovations theory, the first 2.5% of people who try a new product or innovation are called “Innovators.” The next 13.5%, called “Early Adopters” encompass most of the opinion leaders relating to the particular subject matter at hand. These are the people the rest of us take our cues from when making decisions relating to a particular topic.

For our example, you will rely more heavily on the opinion of the one you feel has more of a relevant insight into which TV is a better value for the money. But what if you have never met face-to-face this “friend,” this opinion leader about all things electronic? The study of electronic word of mouth marketing (WOMM), specifically in online communities, is extremely interesting and may make you wonder about some of your “friends” online.

A study conducted by Robert V. Kozinets and published in the Journal of Marketing (2010) broke down how opinion leaders were viewed after they participated in a marketing campaign, depending on how they presented the information: did not announce it was a campaign, announced the campaign, recommended the product or did not, etc.

Three things Kozinets observed: the message was communicated, the communicators staked their reputation on the message, and the message was converted by the communicators to fit the various online communities.

Back to our TV opinion leader you have never met face-to-face. What if you were to learn your “friend” is actually an employee of BetterBought electronics superstore? Does that change your opinion of the recommendation he made? How would you even know?

This makes me think about my own social media network affiliations. I am a member of a number of general social media networks (Facebook, Pinterest, Tumblr, Google+) as well as some special-interest networks (Deviant, LumberJocks, Flickr, Instagram). As I note in my profile, I make rustic furniture from recycled wooden pallets. I post pictures and simple descriptions of the various pieces of furniture I design and create. I upload them on LumberJocks, for example, and there are usually a number of comments left by other members about how wonderful the project turned out, what a great way to be “green” or questions about designs/tools, etc.

What if Irwin Tools were paying me to weave into my discussion or responses mentions of their wood drill bits or clamping tools? Would the other members of the community know? What would their reaction be to the use of our little social network community for commercial gain through my “name dropping?” What if I raved about how much easier it was to do a particular project with the tools from Krebs for pocket-hole joinery?

[Writer’s Note: Irwin Tools, Krebs nor any of the social media networks mentioned have employed me to hawk their goods, sing their praises, or drop their names in any of my blog entries. I will entertain all offers, though.]

With the proliferation of social media networks and use of the internet touching almost every facet of our lives, WOMM is a growing field, ripe with huge potential. In additional to the obvious ethical questions about disclosure and transparency, how will these online opinion leaders remain significant over time? In a TED Talk presentation from May 2011, Eli Pariser warned of the “filter bubbles” that can be created as internet companies incorporate relevance filters and algorithms designed to “learn” the user and automatically filter out things it deems as not of interest to the user based on the choices previously made.

If you routinely click on headlines about sports events and rarely click on headlines about art shows, your searches on your web browser will load query results with more of a connection to sports because it has learned this is of more interest to you than query results related to art shows. Pariser warned that these algorithms had the potential for creating a “filter bubble” around your interactions on the web, inadvertently sheltering the user from information that may be different, uncomfortable or just thought to be of no relevance.

As we become more and more entrenched in the use of social media networks and the internet in general, those opinion leaders who use primarily the internet as their source of information have the potential for being shielded by filter bubbles, skewing not only the information they use to formulate their opinions, but as a result, skew their opinions in general about topics that may be important to you. Rely on a single source opinion leader? Not likely. Not anymore.

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About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

Remaining Relevant

Welcome to the resurgence of my (mostly) professional blog, focused on topics relating to strategic communications and the topics that impact the field, including diffusion of innovations, opinion leadership, social media, government communication, strategic vision, message development, crisis communication, successful communication and measurement, and many more.

My name is David Jablonski. No, not the world renowned geophysical sciences professor from the University of Chicago. Nor the urologist working in the Orlando, Florida area. I’m the guy who graduated from Michigan State University in 1987 with a Communications degree and has 20 years of professional communications experience, working in the public relations field.

After the economic downturn in 2007, I left the field and thought I would explore the retail/merchandising field. And while I have enjoyed progressive success in this new (for me) field, my heart and true love is still the communication field and how it influences almost every aspect of every field you can imagine.

In order to remain relevant return to the field, I felt I needed to expand and grow my own skills and knowledge base, so I enrolled in the Strategic Communications Master’s program at Troy University. One of my professors (Dr. Steven Padgett) requires a professional blog as part of the coursework and I am embarking on the second course under his direction; thus the “resurgence” of this blog.

Thank you for reading this far. For your future reference, the address for this blog is:

http://davidstroyuniversityprofessionalblog.blogspot.com/

My goal (in addition to an ‘A’ in this class) is to publish a new post each week for the next nine weeks and beyond. While this blog is a requirement for my course, it goes beyond simply checking off an item on a list of things to do. This will give me an opportunity and outlet to provide some insight and thought-provoking information for fellow communicators as well as those looking to understand what a strategic communicator utilizes (tools, skills, research, etc.) when developing a specific course of action or a strategic communication plan.

The Asset-Light Generation

A great discussion about the difficulties faced by newspaper publishers written by Alan D. Mutter, media consultant, introduced me to the term ‘asset-light generation,’ a term coined by Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, one of the top venture-capital firms in Silicon Valley, according to Mutter’s post.

Mutter’s post and the report by Meeker (linked in Mutter’s post) outline one of the most significant challenges faced by newspaper publishers: remaining relevant to the younger generations who have grown up with digital devices like computers, video games, cell phones, and tablets – and who rely on those devices for news instead of traditional printed newspapers.

According to Meeker, the asset-light generation prefers to have services do “chores” for them (grocery shopping, home/car cleaning, laundry/dry cleaning, lawn care, etc.) and do more from their smartphones or other computing devices (banking, investing, shopping, reading, etc.), thereby keeping their “assets” minimalized and mobile.

How do publishers connect with this segment of the population? How do they transform their existing product (printed newspapers) and make it not only accessible to the asset-light generation, but also desired and relevant? It’s a question yet to be answered, but from this communicator’s viewpoint, the starting point is better understanding the audience segment in question. What drives this group? What are the important beliefs and values held by the asset-light? What are the things that will turn them away?

Understanding the diffusion of innovations research would be a great place to start for publishers. Les Robinson’s article “A summary of Diffusion of Innovations” notes a key component for tapping into the diffusion of innovations five distinct categories – Innovators, Early Adopters, Early Majority, Late Majority, and Laggards – is to recognize each of these categories has its own “personality” and there will be different approaches needed to connect with each group.

Social Media Networks

According to the Diffusions of Innovations (DoI) theory as outlined by EverettRodgers (1995), diffusion is the process by which an innovation (1) is communicated through certain channels (2) over time (3) among the members of a social system(4). What will be critical for newspaper publishers to understand is that the rise of social media networks (Facebook, Twitter, Pinterest, Tumblr, Pheed, etc.) has dramatically changed three of those major ingredients: channels, time, and social system.
 The sheer number of social media networks available presents a daunting task: which networks do the publishers study? The channel along which information flows is now greater than any time in the past. While it may all have a common core channel – the internet – it is further fragmented by as many social media networks as there exist. Wifi, smartphones, and tablets allow almost anyone to spread information instantaneously. Whether at work, school, driving, shopping or recreating, people can instantly share data and images almost as quickly as events occur, sometimes in real-time (remember the Boston Marathon bombing?). Identifying the opinion leaders as identified in DoI has now become more challenging. The low-keyed, meek person at the office who is virtually non-existent in the workplace may have a social network following of thousands online. How do publishers identify these opinion leaders? These are all the issues publishers will need to consider as they look for ways to remain not only relevant, but to merely exist in the future. Just as I look to return to my chosen field, the the bottom line answer is that there won't be a simple, single quick-fix for publishers. It will require creative, strategic thinking and planning with input from those familiar with the changing landscape in the communications field.

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About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

What the future holds

Well, this has certainly been quite a learning experience for me. While I have blogged before -- since 2005 -- this blog is my first attempt at providing actual information people might use or learn from about new technology, new media and how it impacts the world of communication.

One of the most interesting things I have learned is about media convergence. How print media, broadcast media and social media have started to converge and blur the lines between what were very separate media segments only 3-5 years ago. And while the event was horrific, it was a stunning example of exactly what we were talking about when the Boston Marathon bombing happened and we all got to see how social media (Facebook, Twitter, etc.) was combined with traditional print media as well as broadcast media to first make people aware of the bombings, the impact and aftermath of the bombings, the identification of the bombing suspects and the eventual capture of the last remaining suspect -- all in a span of five days.

The other interesting topic I learned about was crowdsourcing. I think it was most interesting because it was something I was already doing on my Facebook page and just didn't know it had an actual name for it.

But, as the saying goes, all good things come to an end. Or, in this case, to a more relaxed schedule. I may not be posting on a weekly basis moving forward, but I do plan to keep this blog up and active. I have a feeling it may become a class requirement in future courses (especially if I have the same instructor), so rather than reinvent the wheel, so to speak, I will maintain this site and update it less frequently.

I would like to think all the readers who have stopped and checked out my blog and even if you didn't leave a comment, I appreciate your time and consideration.

Technology & Learning: Legos in the dark

When is it appropriate to give children technology? Do you give a infant a cell phone? Can toddlers operate radio controlled toys?

This week we looked at technology and learning. There are a couple main thoughts: does exposure to technology help or hurt children? Why do children seem to know intuitively how to operate technology (smartphones, VCRs, MP3 players, tablets, etc.)

Having grown up in the technology age, I don't believe technology has hurt me, but of course, I am hardly objective about it. My son has been using a computer of one type or another since he was four or five years old (or younger). He learned to use a mouse and/or trackball pointing device quickly and then applied that to other devices (toys) that tried to be computer-like. As he has gotten older, he has learned to use touch screens (smartphones, tablets) as well as the mouse.

Learning to read improved his ability to navigate through various technology devices (VCRs, video game consoles, etc.) and learning the meaning of words like "source," "menu," "auxiliary," etc., has further empowered him to navigate his way autonomously across devices.

Of the newer devices we have in our home because of our twin four-year old daughters, I notice device manufacturers and/or software developers are pairing words with images on the controls (Leapster, Leapfrog tablet) of devices for children, allowing kids to navigate through the various screens to play games by themselves at even younger ages. What's interesting is that I notice these same "icons" on devices (Kindle, smartphones, etc.) for adults, too.

I think manufacturers are working to make the interfaces more simple and intuitive for all ages, reducing reading as a barrier for use. Much the way the universal roadway signs are used across the globe now, ensuring drivers know the road ahead is "curvy" because of the picture on the sign, not because the driver can read the words "sharp turn ahead" if the sign is in English and the driver is fluent in French.

There has been some research (oddly, much of it coming from the UK) trying to determine if the early use of technology is harmful to children. My review of the literature seems to point that the findings are far from conclusive one way or another. As a parent, I can see where unsupervised and non-age appropriate exposure to the use of technology could lead to potential issues, but if the children are using the technology in an age-appropriate manner with parent or adult supervision and involvement, I believe that should ensure no harm comes to the child.

In our house (much to the chagrin of my son), we have established "screen time" allotments for every day. For instance, he is allowed three hours total for recreational screen time: television, video games, computer use (other than school work) or movies. And further ruining his life, we don't allow him to use video games on his Xbox or Wii unless they are rated appropriately for his age group, regardless of what "all his other friends are allowed to" do. Even some of the ones rated for "teen" are banned in our home if they are too graphic, violent or sexual in nature. Yes, we are those parents: involved.

At four years old, the twins rarely use their Leapster video games -- which are actually educational games teaching them to count, colors, letters, etc. -- for a combined three hours each day.

The twins are more likely to play for 20 minutes and move on to some other toy. They utilize more TV screen time than video games or computer use. Again, their TV use is geared more for educational programming, so the use of technology is far from harmful. And, of course, Family Movie & Pizza Night (Fridays) doesn't count toward any one's screen time, as it is family time which means my wife and I are actively involved in whatever movie or program we happen to be watching together as a family.

My son actually learned to read by using the computer program Hooked on Phonics, further combining technology with learning. My youngest daughter is well on her way to the same outcome using her Leapster. The technology has allowed both children to learn at their own pace, despite being nearly 10 years apart.

Back to my original questions: Of course, an infant can't independently use a cell phone, but they can learn from mimicking the behavior they see others engaging in as to the use of a cell phone. A toddler most likely cannot successfully use a radio controlled helicopter or car as his or her fine motor skills aren't refined enough, but toddlers definitely can successfully utilize age-appropriate technology, allowing them to be prepared for adoption of more technologically advanced devices as they get older.

I am excited about the marvels my children will have the opportunity to experience as they get older and more and more advances are made in the technology we use in our everyday lives. And the advances they will get to share with their own kids, someday? Very exciting, heady stuff.

With active parental supervision and involvement, age-appropriate technology wouldn't be any more harmful -- or potentially harmful -- than any other toy. Any toy, regardless of its level of technology, can be dangerous if used incorrectly. Ever stepped on a Lego block in the dark? I believe I have made my case.

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David has three children under the age of 14, including four-year old twin daughters. His wife, a web designer getting a Master's degree in Psychology,  is a self-professed techno-geek and an early adopter of all cool gadgets that do not include the ability to photograph her. Despite the dangers and terror Lego blocks bring to the night shadows, they believe advanced technology promotes early learning and creativity even with Legos.

Blogging: Get on-board or be left at the station

While looking at a lot of the current and recent research connected to social media -- specifically blogging -- as a cutting edge communication tool, it has become pretty clear there are some simple truths to be noted:

1)      Internet use continues to increase around the globe, even in less technologically developed countries. While the access method may be changing (desktop computer, laptop computer, tablet, smartphone, etc.), more and more people are being “connected” to the Internet.

2)      Blogging continues to rise as a tool for information dissemination, whether it is being done by companies, public relations practitioners, journalists or “citizen journalists.”

3)      Those who are embracing the use of social media as a means of making more customized, meaningful connections (or relationships) with various audience segments are potentially able to strengthen their branding efforts.

Internet Use

As noted in a recent quarterly update for Internet service providers, Internet use/growth is expected to continue even in the United States by 3% annually through 2017. Growth will be much higher in less developed regions. While the method of access might continue to evolve, the bottom line remains the same: People continue to use the Internet more and more, whether it is via a desktop computer, a laptop computer, a smartphone or a tablet device. Being accessible via the Internet should remain a critical component of any company’s comprehensive strategic communication program.

As the Baby Boomer generation ages, use of the Internet by “older” groups continues to grow. Younger generations have grown up with the technology, so it is doubtful their use will diminish. Rather, the tech-savvy generations may become more discriminating in their sources of information.

Blogging

As a format for sharing information, connecting with customers, or demonstrating an area of expertise in a particular field, weblogs continue to grow. As noted in my previous blog entries, “citizen journalists” use blogs to drawn attention to issues not covered by mainstream media or from a slightly different perspective than the same stories that are covered by mainstream media.

Credibility continues to be an issue for bloggers. The ability to demonstrate support, proof and reasoned commentary through the use of blogs will be increasingly important to those who desire to be professional and successful bloggers. Journalists often maintain supplemental blogs in addition to their published works on either broadcast or print media, helping to solidify the overall credibility of blogs.

Journalists aren’t the only ones using blogs. Companies use social media like blogging to build their brands. According to Richard Honack, lecturer of executive programs at Northwestern University's Kellogg School of Management "social networks do not sell product, do not sell services, they sell brands, they are brand builders."

Even leading communication/journalism educators, helping prepare future practitioners to be well-rounded, diversified strategic communicators are incorporating ongoing blogs to be part of the student’s coursework.

Branding

Branding is not a new concept. Building and strengthening a brand via the Internet is becoming much more important. The basic building blocks of branding online are the same, essentially, as off. The Internet merely allows these traditional functions to happen at greater speed and with increased need for responsiveness by the companies looking to establish and build their brands.

As noted in a great introduction to using the Internet as a branding tool from 2007, to build a brand a company needs to understand its customers. What motivates them, what attracts them, what turns them off. A company needs to utilize a full spectrum of marketing communication channels and techniques to gain insight and have interaction with their current, past and future customers. And finally, the content supplied by these companies has to have value.

Information supplied and collected via use of the Internet moves at a much faster pace than branding efforts in a traditional marketing branding model. Social media like Facebook, Twitter and even blogging allows companies to establish direct connections with potential, current and former customers in nearly real time, allowing for a deeper, more personal connection between the consumer and the brand.

What does it all mean?

Simply put, the Internet and use of blogs will continue to grow as a highly targeted interactive communication vehicle, enabling communicators – regardless of their professional capacity – with an opportunity to establish and build brand awareness and loyalty for their business endeavors or clients. The savvy communicator needs to recognize this opportunity and get on-board with this developing technology in order to remain relevant in the marketplace. The alternative is that you will be left behind.

Sources:

Internet service providers - quarterly update 4/15/2013. (2013). (). Austin, United States, Austin: Hoover's Inc. Retrieved from http://search.proquest.com/docview/1341267270?accountid=38769

"Put yourself in the Spotlight; Evolving your brand means evolving your marketing. All signs point to social media as the way to go. Just ask broker-turned-marketing-guru Ryan Hanley." Employee Benefit Adviser 1 May 2013: 24. General OneFile. Web. 5 May 2013.

Simmons, G. J. (2007). "i-branding": Developing the internet as a branding tool. Marketing Intelligence & Planning, 25(6), 544-562. doi:http://dx.doi.org/10.1108/02634500710819932

Crowdsourcing: The new R&D

It is sort of funny when you have been participating in a particular activity for a long period of time, only to find out that there is an actual name for the activity and a whole field of study developing and devoted to it. I will discuss how I have already been using this method long before I knew it had a name at the end of this entry.

The activity is called “crowdsourcing.” As I have recently completed some research in this area, the most simplistic definition is this:

'Crowdsourcing' is an open call to a variety of sources to gather information, ideas and/or innovations.

But what does that mean? To the neophyte, it might sound like a new way to describe a focus group. And, in fact, it kind of is. The main difference is, in today's high-tech world, crowdsourcing utilizes the internet, social media and word of mouth.

Let talk about what crowdsourcing can do and that might help fill out the definition for those less acquainted with the emerging media and technology that is changing the business landscape almost daily. Let's pretend I make widgets. They are good, quality widgets and I have a fairly stable customer base that buys my widgets. But there is rumor floating in the trade press (online, of course) that my biggest rival is looking at ways to improve their widget and it will revolutionize the whole widget industry. What can I do? I call in my own Research and Development (R&D) team and ask them what improvements could be made to make the widgets better. They have nothing. So I turn to my Executive Vice President (EVP) of Strategic Communication (a product of Troy University, of course) and ask her how she can help.

My EVP suggests floating the issue out on a variety of social media sites, seeking input from users about how widgets could be improved. She also suggests finding user groups that are made of people similar (but not exact) in knowledge and background to our R&D team and create a challenge -- with a $10,000 prize to the winner -- for workable ideas to improve our standard widget.

Her suggestions are, in effect, outsourcing the R&D to people who might have a slightly different view of widgets (production, features, manufacture, etc.) with a sizable reward for the winning idea as well as outsourcing some marketing research through user-oriented focus group information gathering about what the end user would like to see different about widgets in general.

The cost? Ultimately, it’s just time spent online, connecting and collecting information from the various groups and then number-crunching (for the research) and verification of the improvement submissions (at least the R&D people can do something productive). If there are no submissions that warrant awarding a prize, there is no prize to award (money saved).

If there is a prize to be awarded, my EVP can use this unconventional method of product improvement/manufacture as a public relations tool to position our widget company as not only a leader in widget development but also a progressive leader in advanced communication technology to operate smarter and more effectively within our industry.

That is an example of crowdsourcing. A recent high-profile example of crowdsourcing was the use of private citizen videos and images collected from people attending the Boston Marathon earlier this month. The authorities used traditional media as well as social media (Twitter, Facebook, etc.) to alert private citizens that the authorities wanted copies of any images or video taken near the marathon's finish line where the bombs exploded and killed three people and wounded more than 150 others.

Using those images and video, the authorities were able to identify two suspects within days of the bombing and then they used those same media outlets -- traditional and social -- to distribute images of the suspects in an effort to locate the alleged bombers. Barely more than 24 hours elapsed from when they released those images and one bomber had been killed in a crossfire and the other was in custody.

While the situations are significantly different, utilizing crowdsourcing techniques has great potential to change the landscape of almost every arena: political, law enforcement, manufacturing, marketing, media and education.

But how have I been using this leading edge technology and techniques already? I'm glad you asked. In my spare time, I build patio/deck furniture out of recycled wooden pallets. I had noticed stacks of pallets alongside a major thoroughfare where I live and thought it was a waste of wood.

I did a little research online and saw that coffee tables could be made from recycled wooden pallets. At the time, my family and I had recently moved and my wife wanted a new coffee table. So I made one for her out of recycled pallets. She was thrilled and asked if I could make some shelves in the pantry for her, too. Then a chair for our deck. Then a night table for my son. The list began to grow and grow.

I knew there was a business opportunity because except for a little glue and deck screws, I had a "free" source of materials that could be turned into anything I was capable of building. But what to build? I floated a question of two among my friends on Facebook, asking what they would want for their deck or patio. I also joined a couple online woodworking groups and joined a few ongoing discussions about using pallet wood to build furniture.

I learned that a double Adirondack-styled settee, featuring two chairs connected by a little table was what people seemed most interested in having. I also learned about the different styles of pallets -- some that are heat-treated in a kiln to ensure no bugs are living in the wood, and some are sprayed or dipped in chemicals to do the same thing. As a result, I will only use pallets with the "HT" stamp to make furniture. And one of my biggest sellers is the double "Pallirondack" Settee -- I've made four so far.

And I used crowdsourcing to gather information to help steer my side business in terms of what products to build and which materials are the best to use. I am a successful pioneer in crowdsourcing technology and techniques.

Mobile Device Growth: Too Far?

If you follow any type of news feed relating to technology, the discussion about device convergence has been fairly steady for the past few years. Moore’s Law is routinely noted as well as references to Dick Tracy’s communicator watch, Star Trek’s “tricorder” and Nightrider’s car, Kit. All these devices conceived in fantasy but are coming closer and closer to reality.

Computers continue to get smaller, yet smartphones seem to get bigger. And now tablets seem to be bridging the gap between smartphones and computers, at least in terms of size, if not functionality.

But where does the convergence end? It must at some point, right? Or will it lead to divergence instead? There are those in the field who believe we will see the need for stand-alone devices (link), despite the push for convergence that has been ballyhooed for the past 20 years.

When put into practical, everyday applications I look at the devices we currently use at the world’s largest home improvement retailer. When I started with the company in 2008, there were stationary desktop computers located throughout the store and everything else was run through the mobile ordering carts, a combination of battery powered computer and small printer, used to create price labels. And there was usually only 3-5 of the mobile ordering carts per store. Communication was done via handheld radios and overhead public address (PA) system.

"Sure, once I hack into the family calendar, I can
send mom an email reminder and make her think the
playdate was her idea!"

Currently, the tool of choice out on the sales floor, away from the desktop computers located throughout the store, is the handheld device created by Motorola that allows any associate to do a multitude of functions, from checking on-hands and prices to creating orders, packdown lists and requesting transfers from other locations. It also functions as the “walkie talkie” for associates.

There is supposedly a camera built into the device, but as far as I know, there has never been an application to use the camera.

However the “phone” is big, heavy, bulky and consumes power much too fast – usually a new battery is required before a typical 8-hour shift is complete. They introduced an even smaller, iPhone-sized device, but the rumor[i] is that a device more along the size and style of a tablet will be the next wave of tool used by folks out on the sales floor.

It seems to be a living example of device convergence, but while the devices or tools given to associates to use on the floor have continued to get smaller and do more, a couple things haven’t changed.

There are still dedicated fax lines in every store. There are still desktop computers (albeit, they have added flat screen monitors) and hardwired, multi-lined telephones located throughout the store. And the ever-present overhead PA system.

The advance of technology in these handheld devices could surely duplicate all the functions of a fax machine, a desktop computer, a telephone system and PA system. But they have made no move to replace such devices. And this is not some little mom and pop operation. We are talking about one of the largest retailers in the world. Even the rumored next device being a larger, tablet-styled device seems to fly in the face of expected device convergence: a single, smaller device doing the functions of what had previously done on several larger devices.

Specifically, as it relates to the mobile device market, there seems to be a push for continued cross-over between mobile phone communications, increased computing and internet access capabilities, camera features – all in the tablet form.

The other aspect of this convergence of devices is the rise of mobile-first applications or “apps.” These are programs designed first and foremost for use on mobile devices, not desktop or browser based programming adapted to mobile technology, like Facebook or Pinterest. Most of the big mobile-first companies are not names commonly known outside the directly related technology field.

And the companies who create the platforms on which these apps are built are even more obscure. Names like Flurry, Appcelerator, StackMob/Parse/Kinvey, appMobi, Sencha, Geoloqi, Localytics, Crashlytics and DeviceAnywhere are huge in the mobile first world.

The apps that remain big currently are from companies like Path, Instagram, Foursquare, Flipboard, Pulse, LevelUp/Dwolla, Rovno (Angry Birds), Lookout Security and Dolphin HD Browser. These companies have mobile apps for social networking, videos, reading news, photography, location and check-ins, and many other similar services.

I try to envision what the world will look like to my four-year old twin daughters when they reach an age when they are using technology everyday that I could not even dream of at my current age. Maybe things like the Pebble Watch or Google Glass will be commonplace, or even passé, by the time they are 20 years old. Will their mobile devices still be hand-held or subcutaneous implants they have to receive as a requirement for college or their first job.

"That is great! I won't even have to cry in
front of Dad! They will both be fooled!"

Already, they try to make things happen on my laptop by touching the screen, like my iPhone or Kindle. They will grow up with touch screens, never knowing what the eerily glowing green light and phosphor burn-in was all about. Even the differences between the twins and my 14 year old son are enormous in terms of technology. He knows that television shows air on certain nights or days, while the twins believe every show they could ever want to see is on-demand.

The next few years will definitely be interesting in terms of the convergence of personal computing and personal communication devices. Is there a point where the convergence will actually reverse for some devices or will they continue to get smaller and smaller, all the while becoming more and more powerful and multifunctional? What do you think? What do you envision our future to hold? To look like? What are you looking forward to?

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[i] Rumors are a way of life in a company as large as the one referenced. There is no way to confirm this rumor has any validity.

Media Convergence: Good, Bad & Ugly

A topic that continues to gain attention in the technology and scholarly circles, but goes essentially unnoticed by the general populace is media convergence. Simply put, media convergence is the blending of various media platforms (print, broadcast, telecommunications, computing) into a “new” method (platform?) for distributing information to receivers.  There is another side to this convergence, the actual devices used (computers, phones, TVs, radios, etc.) but for the purpose of this blog entry, I am just referring to the content.

For example, moving from the past overlap between television, computers and newspapers…

…to something more like this…

I apologize for the less than great graphic, but in this age of media convergence, there are times when I still struggle with the convergence of images and text. But hopefully what I am trying to convey is a little clearer when I talk about media convergence. Radio content can be accessed over the Internet as well as your smartphone. Television programming and movies can be accessed over your computer, smartphone and tablet. Traditional newspaper content can be found online as well as directed right to your smartphone, tablet and computer.

This convergence of various platforms can be a very good thing. Or a bad thing. Or a very ugly, nasty devious thing. Let’s look at each possibility.

The Good

I currently work for the largest home improvement retailer in the world. Not as a communicator, but as a merchandising supervisor. I spend a lot (almost all) of my time out on the sales floor, working to ensure the various merchants we represent get their products correctly placed and merchandised on the sales floor. We handle a TON of information, supplied to us by the vendors, our own internal merchants, our regional managers, district managers and central support services. It comes to us as email, training videos transmitted via computer and web links.

And somewhere, I am sure there is a real, hard copy paper printout of everything I receive. Having that information accessible at each computer terminal on the sales floor is a great thing. However, in any given store, there may only be 10-12 computer terminals available and perhaps 30-35 people needing to use or access those computers at any given time throughout the day. So my ability to access that information can be hampered by the accessibility of those terminals.

However, if I could access that same information on a tablet or even on my smartphone while I am standing in front of a bay getting reset, I could potentially increase the overall productivity of my team. Granted, that is more about the actual device, but if the content is not available for use on a variety of platforms, having the device would be pointless.

The point is, no matter where I am – in front of a bay, in front of a computer or even in my car (safely parked, not driving) if I have the same access to the information, I can drive the productivity of my team up and impact the overall efficiency of my team. This is good. Especially at my annual review.

Providing the same information whether it be in a newspaper, an online version of a newspaper, or sent directly to a tablet or smartphone increases access of that information by the end user/reader. Access to information – in the information age – is a very good thing. Granted, not all information is good/valid/accurate, but it is up to the end user to ferret out the accurate from the inaccurate, the reliable from the unreliable or the facts from the opinions.

For retailers, though, trying to get their products and information in front of consumers, the ability of taking one image/video and using it on TV, radio (the audio track), in newspapers, magazines, via the web or sent directly to smartphones and tablets is maximizing their advertising and marketing dollars.

The Bad

A very real issue that I face in my job is that while my access to information seems to be increasing, my access to information seems to be increasing. At times I can be overrun with information. I can go from a single email one day, to an onslaught of emails, copies of emails and copies of emails previously copied the next day. So increasing my access to this information via whichever platform only means I will have more places to check – which will reduce my time to actually get things done.

That can be a bad outcome of this media convergence. Information overload. Feeling constantly bombarded or flooded with information. The static kitten images were cute and then the little videos of kittens on Facebook were funny, but I really don’t want kitten-related intros sent to my smartphone when I’m just trying to look up the address of the closest Wendy’s for lunch.

As an aside, when answering a question from an audience member about dealing with an overabundance of email, Merlin Mann noted in 2007 that “you may just have to talk to them,” implying an actual face-to-face conversation might be required in order to get a handle on being flooded by what amounts to unnecessary emails. Go figure. Put technology aside and actually talk to someone personally? What a concept. (yes, a bit of sarcasm)

The Ugly (and insidious)

If this media convergence continues, what happens to the sources of all this information? If the entertainment company buys a news conglomerate that already owns television and radio broadcasting companies and newspapers and magazines, how diversified is the information being “reported” or covered?

The “story” may appear all over the various media platforms, which on the surface gives it a certain level of credibility, but if it all originates from a single source, is it really news or an attempt at agenda setting by the few, powerful companies that exert their influence in an effort to benefit their own goals and aspirations? Would companies actually engage in such devious and insidious endeavors to line their own pockets with wealth and power? It could and does happen. One final word: Enron.

What are your thoughts on media convergence? Good, bad or ugly? Why?

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About the Author: David is a husband and proud father of a strapping 14 year-old son and twin 4 year-old daughters. He has 20 years of professional communication experience, working in the public relations field. He has worked for public relations firms, hospitals and a social service organization helping at-risk children and their families. He grew up on a Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building rustic furniture using upcycled wooden pallets.