We all have cravings for an emotional connection to others, yet the majority of our life we steer clear of these connections. How has the computer age impacted your life? I think the majority of us would say it has made life easier, opened up numerous doors of knowledge, and the internet has brought about so many more connections to people we would have never had the opportunity to meet. It has also brought about the depersonalization of society in many ways. When you look at messages to each other, they are not the long love letters that we have seen in so many movies. They are short email messages, or better yet text messages to the ones we love. How personal are our connections in social media? Do you share your most intimate thoughts or are your messages a bit more controlled? I would assume the latter.

Many people who know me well would probably not consider me the most emotional person, and the outward person I portray may show that. But we all are human and there is a human need to connect with others, seek approval from others, a few nice words, and in some cases a few negative words. It helps us meet this emotional need.

So what does this all have to do with anything? As I mentioned in my last post, I am reading Seth Godin’s book Linchpin, and it is really make me think about a lot of things. In the book he basically says we are still in the industrial world, and as part of our job we are the factory workers, the cogs in the wheel. I have thought a lot about this, and where did it all come from. In some ways I think we evolved into more of the factory scenario, but I would have to do a lot more research to confirm that. I am not saying the dictating from the top down was not there, because it was, but they process side of everything we do, in my opinion, is part of a depersonalization that has been happening for a long time. For most companies, especially the larger ones, people are not known by there name, but instead there employee number. Hi I am 12345678, pleased to meet you. Before computers I would guess I was still Frank. I would bet it is easier to layoff 12345678, then it would be to lay off Frank or Jane or Jim or Jason and the list goes on and on. I would also guess that when an employee is not as much a number, but instead a person, the amount of emotional value they would add to the organization would be much greater. They could become that artist that transforms the organization or creates the next big product or completely wins over your Customer. But instead today, many do not invest any, or very little emotion, and there is minimal connection to the company.

So we were just talking about employees, but what about Customers? Well I know I am a number at most places I do business with. The funny thing is Customer data that companies have is enormous, yet none of it builds an emotional connection or emotional understanding of the Customer. Many companies have Voice of the Customer programs, which has some roots in the Six Sigma quality improvement process. The interesting thing about Six Sigma is everything is about data and numbers, but they call it “Voice of the Customer.” I have been trained in Six Sigma, and I do see some of the value it created in organizations, but I wonder how much emotional value it removed from an organization. The concept converts everything into data and hopefully the data will guide you through the process. Wow, that sounds like cogs in the wheel doesn’t it? Seth, you may have some strong points in your book! Even those doing the project have no emotional connection. Anyway, back to the Customer. The leaders in the organization only have one connection to the Customer and that is the data that is shared with them everyday. That is not very emotional. That is why companies have not changed the Customer experience much over the years, except in some cases getting worse. No emotional connection to make sure it was right. That is why I have always emphasized the Customer story. Executives, and employees are tired of pure data, and the story from that data has not always created the right decisions. So if you want to improve your organization, share the Customer’s story, make that emotional connection, and I can guarantee you that change will happen!
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BTW, I wanted to make sure you all knew that I am Frank, not 4123 1234 5678 9012 or 12345678

This is the third attempt for me writing this post.  This morning I woke up and read my email like I do every morning.  One of the emails was a Google alert with a reference to this San Francisco Chronicle article about “Social Media Going Corporate.”  In the article it stated the following:

At Comcast, employee Frank Eliason took the initiative last year to use his own Twitter account to contact customers who were tweeting about service problems. Now known as “Famous Frank,” Eliason has been credited with almost single-handedly turning around Comcast’s reputation. He heads a staff of 11 who monitor social networks and offer help to customers.

During a question-and-answer session at last month’s Web 2.0 conference, Comcast’s Roberts said the Twitter strategy has played a big part in changing the corporate culture “from inside the organization, not just the top down.”

Read more: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/11/07/BU341ACLD3.DTL#ixzz0WE9gWzSR

In my opinion the change in culture was due to so many people inside and outside the organization.  Some of the people I work with I give huge credit to the change, including my team, Rich Roberts (my former boss, now VP of Customer Care in Atlanta), Tina Waters (SVP and my boss), Rick Germano (SVP of National Customer Service), Jenn Khoury, (VP, Corporate Communications), and D’Arcy Rudnay (SVP, Corporate Communications).  But it was so many more than these individuals.  Team members throughout the organization, from techs, Customer Service representatives, managers, directors, and VPs from all area contributed.  Our Customers, who are very passionate about our products, and simply want a great experience to go with it.  As Rick likes to say “They are cheering us on, because they want us to get  it right.”  In dealing with so many, I can say Rick is correct, they do love our products and they want the opportunity to cheer for us, we just need to make sure we deliver on that.  This post is not about Comcast, but for those that do not know, I agree our culture has changed.  I have been seeing first hand, including changes in reporting structure, new systems, the implementation of the Customer Guarantee and the overall attitude of the company has shifted to be about the Customer experience.  In fact the new corporate credo is:

“We will deliver a superior experience to our Customers every day.  Our products will be the best and we will offer the most Customer friendly and reliable service in the market”

I am sure some will say they have not experienced this fully yet, but I will tell you a lot is being done to ensure you do.  You will be cheering!  Internally the conversation is always about the Customer experience and how to make sure we get it right.  I see a much different place than when I started 2 years ago.  I do not believe it was due to me, but a lot of the discussions in various spaces that started to come together at the same time.  Many of the discussions supported greater transparency, Customer focus, and an environment that questioned how things were being done.  As this took shape, the culture of the company changed.

So I wrote this post numerous times I kept singing in my head the following lyrics:

We didn’t start the fire
It was always burning
Since the world’s been turning
We didn’t start the fire
No we didn’t light it
But we tried to fight it

Aren’t these words so fitting regarding social media and corporate America?  Now I was not around when the phone joined the business world, but I can imagine someone saying they do not need a phone on their desk.  Yet today, many of us carry our work phone wherever we are.  I would imagine in the marketing space similar discussions happened with the transition from newspaper to radio to TV.  I remember email coming out and much debate over providing email access to all employees.  Today, I have work email 24/7 on my iPhone.  Even funnier was the reaction to using email for Customer Service.  Today who would not think to email a company for service?  Same was true regarding allowing employees having internet access on their desk.  This was done, but then many site were blocked due to productivity.  Of course I work on email at night and weekends, why would their be a problem if I updated Facebook at work?  So lets allow the song to continue:

Telephone, radio’s playing, newspapers, TV’s talking,
email, googling, paying bills, Pandora playing
Facebook Mafia wars, Blog updates galore
Following more Twitter stars, I can’t take it anymore

We didn’t start the fire
But when we are gone
Will it still burn on, and on, and on, and on…

Social media is about relationships, and ultimately relationships are good for businesses and employees.  Will social media change corporate culture?  Well have other forms of communication?  I believe phone, email and the internet have already changed the culture for everyone, especially businesses.  With each new form of communication we gain efficiency and we find new ways to speak with Customers.  Can you imagine someone typing and copying memos?  Ugh, I would hate that.  For those that say Twitter and Facebook take away from the efficiency of the workers, the same was said about email and internet access.  I bet it was also said about phone too (oh no, a family member better not call).  Social media has made the world a smaller place (there are numerous examples of this) and I know it can make the business world smaller too.

In today’s Wall Street Journal there are 2 interesting articles about Twitter. The first is one that really emphasizes what I have said for a long time, Twitter is the early warning system and it is important for companies to watch what is being said. The article features friends Scott Monty from Ford and Bonin Bough from Pepsi. It also features Southwest’s Linda Rutherford and Coke’s Adam Brown. I have a lot of respect for what Linda has done at Southwest. I am not as familiar with Adam’s work, but I will keep a look out. If you have the opportunity check it out the article “For Companies, a Tweet in Time Can Avert a PR Mess.”

The second article is what is driving me to write this post.  It does not feature anyone I know, but it emphasizes the information available via Twitter.  Twitter has changed the world and made it much more flat.  News and information is flying faster than ever before.  The article, titled “For Traders, Twitter is One More Trading Tool” (requires online subscription), emphasizes the story of a trader that found information via Twitter.  The first paragraph states:

“When Thomas Grisafi read a “tweet” the afternoon of July 22 complaining that the U.S. Department of Agriculture had “goofed again,” the president and chief executive of Indiana Grain Co. wondered what prompted the message.”

This prompted Mr. Grisafi to research what the tweet was about and to trade based on the findings.  My fear is this will drive many to start searching Twitter to make riches.  Remember investing is a long term commitment and short term riches are highly unlikely and involve a lot of risk.  Mr. Grisafi obviously knew who this person was, and had trust in the tweets.  He also did a lot of research off of Twitter before committing money.  This is a key aspect to this story and the reason I am writing this.  Twitter search will not lead to quick riches, and research still must be done.  Unfortunately Twitter has many spammers, similar to the junk mail that you find in your inbox each day.  If you are not buying securities based on spam email, be just as cautious about buying them based on a tweet or perceived information.  I am not saying Twitter is not a useful tool, but like anything else be careful of how your react based on the information.  Even if the person may be a trusted source, such as a known CEO, most will be very careful of what they say.  It is also possible that a twitter account can be hacked or just completely false.  Think of the Exxon Twitter example.

This is just a simple Twitter warning, please go about your day!

Ann Handley shared this video on Facebook.  It is an appearance by Louis C.K. on Conan O’Brien on 10/1/08.  This is worth the watch!