Here in the U.S. we have officially converted to digital broadcast and most stations (with the exception of low-watt operations) have turned off the broadcast of a signal that some have kept running for over 50 years. This got me to thinking about frame of reference and forgotten methods of communications.

Let’s talk about the telephone. To start with originally you didn’t own your own phone. Phones were leased from AT&T or one of the regional Bell operations until around 1982 when AT&T/Bell was forced to break-up as a monopoly.

In the early days of the Telephone you couldn’t actually dial direct, you had to speak with a switchboard operator for assistance. Have you ever seen the old phone that is simply an ear cup, a funnel to talk into, a bell on the top and a rotary crank on the side? Well to use this kind of phone you would pick up the earpiece (receiver) and crank the phone to send an electrical signal down the line to alert the operator that you wished her (men generally weren’t operators originally) attention. She would plug a headset cable into a jack that was bound to your residence to see what you needed. If you wanted to be connected to another local phone user she would disconnect with you, connect her headset to the other local users phone and ring that remote phone by sending an electrical pulse down the line. If the remote user picked up she would let you know that you are being connected and then run a patch cable between the two ports on the switchboard connecting the lines. That connection would remain open until she pulled the wire out (eventually switchboard had little lights on them to indicate active current so the operator could close the line when you were done).

In addition to the local switchboard operator, there were hub operators above them than handled trans-local calls. The same at the National level and even Internationally. Depending on the location and era there would be even more granularity. When you wanted to make a long distance call in the 50’s you hoped that the recipient was there to answer the phone because your local operator just spent an hour working with who-knows how many other operators requesting patch links between who-knows how many switchboards just for you to be connected.

Another lost aspect of early phone network distribution came in the guise of Party Lines (not the kind of “party” you’re thinking, it’s more like “the party to which your dialing is not available”), where you would share a trunk line with a number of other users. This also allowed you to share the cost making phone service more economical for early users. Typically you were sharing with your immediate neighbors. Party lines worked great for outbound calls but not so hot on inbound so you would have assigned ring patterns to listen for to know if the call was for you or someone else which solved the problem well enough. FWIW, you could eavesdrop on others calls if you were sneaky about it. A modern analogy would be an office where there is single shared outbound phone line but individuals call each others desks separate of that line using an on-site electronic switchboard.

Eventually automated switching came about which allowed direct local dialing but for many years long distance (especially International calls) still might have required an operator to patch your call through on a switchboard (physically and the electronically).

In fact it was the early electronic systems that some of the first phone hackers (called phone phreaks) exploited to do their work since everything was controlled by one company (AT&T) the system was a trust based network. If you layered onto that social engineering practices you could get up to no end of mischief.

Another bit of phone fun you could have during the early 70’s was to pickup your phone and dial your own number then quickly hang up. The latency in the early automated switchboards was enough that the automated switchboard wouldn’t issue a disconnect in time to stop the connect command and the system would attempt to connect the call to your now hung-up line (which of course would ring since it was disconnected!). When you picked it up you would have a dead line. Great fun for pranking friends and family.

Did you know that in the very early days of Touch-Tone dialing, AT&T distributed little song books that showed you how to play out popular songs on the key pad. The idea was to encourage adoption, but it was also great fun for calling friends and punching out Beatles tunes.

Can you imagine having to use phones like this? Check back for more soon…

The only part of Arthur C. Clarke’s “laws” of prediction that anyone ever remembers is:

Any sufficiently advanced technology is indistinguishable from magic.

Sadly for Mr. Clarke most of the people that have heard that quote probably don’t know he said it.

On another note I might add a corollary to that quote:

Any sufficiently advanced technology that works so well that people don’t realize they are using it effectively doesn’t exist.

I said that.

🙁

Before we get into what Twitter is though, let’s start by reminding everyone what a blog is.

At its most basic a blog is an online diary/journal authored by someone who wants to share their thoughts and opinions with others in a public location. It is not generally a real-time format (people aren’t reading your post the moment you post). A blog is generally long-form and a writer is best served when they put some thought into what they are writing before they post it. For instance you do not normally write “going to get some coffee” as a blog post. In fact if someone comes to your blog and sees that as your only post, they probably aren’t coming back.

Fundamentally, a micro-blog is a blog where the author just wants to fire off a thought without having to compose it into a full sentence/paragraph. It is a very informal and casual medium by design. It’s also very transient in that people don’t generally go back and reference old micro-blog posts like they would a standard blog.

Twitter is a specific micro-blog platform (like WordPress or Blogger are for blogs) where everyone’s micro-blogs are published exclusively on one web site. By design it makes micro-blogging real-time (people are reading it as you post) because your friends can monitor your updates without much effort by just leaving their Twitter home page up on their desktop someplace or by using an RSS client (among many options).

What makes Twitter more interesting is that it is effectively a giant chat room where a million people are all talking at the same time but you can decide exactly who you want to listen to, and since everyone is on Twitter you have lots to pick from. Common courtesy has also been that if you are going to take the effort to listen to me and you think that what I have to say is important (followers) then I’ll listen to you in return (following)… quid pro quo.

Additionally, Twitter has the ability to allow you to send a direct private message to any other user (of course you can only do this with people that follow-you thus establishing a trust relationship which in theory reduces the risk of spam). Plus it allows for a shorthand quick-sort/search capability vis-à-vis hashtags (placing a “#” before a keyword).

But, let’s not forget the thing that makes this all work. As I mentioned above, everyone else is on Twitter… even Oprah. Sadly though, she is not following you. She’s pretty busy.

Of course Twitter use has evolved since it’s launch and people now use it in many ways to connect with one another here are four possible use-cases:

1. You write corporate tweets that are one-way communications of news to followers who want to know about your company.
2. You write corporate tweets about the company but also engage with customers both publicly and privately. Generally this two-way usage will need you to conform to an agreed to corporate voice and protocol since you are acting as an official voice of the company when you engage with the world.
3. You write personal tweets about your company where you follow others and engage them in conversations about your business either privately or publicly. This method really calls for you to talk in your own voice, but still retain a certain level of professionalism. Since you have identified yourself as an employee of your company, you are now a public representative and poor behavior can reflect back on your employer.
4. You write personal tweets where you say nothing about your employer and just go on about every time you get a cup of coffee and scratch your nose.

That’s just four use-case scenarios from off the top of my head but I hope you can see that there are lots of ways to use this tool that are only limited to your imagination. Just remember that any given usage approach you take has it’s own certain social expectations and acceptable uses.

For instance, if you’re writing in case #1 you are probably going to be posting links to press releases and news stories about your company and executives. Posting in a corporate or personal voice is purely optional and either way is acceptable. Just be consistent! This is the best case for when you are planning to automate your tweets via some kind of robot program or reprogramming your press release publishing system to also push out a Tweet for the release when it goes live.

In case #2 you’re more than likely going to post tweets in a personal voice but you should never become casual in your language. Again, consistency counts here.

In case #3 a strict corporate voice is going to get you looked at funny… unless that’s the kind of person you are in day-to-day communications. You still don’t want to get to casual here but people expect you to be yourself.

In case #4, how you handle your personal life is your business 🙂

You’ll find that from a business perspective most corporate Twitter users fall between case 2 & 3. You’ll find personal users will be a mix of 3 & 4 if they talk about their employer at all but hopefully they will learn to separate the two before they do something that costs them their job (see my series about personas).

Bottom line… Twitter is a Pull technology (more on this later). Because of this it makes it easier for marketing teams to engage users without negative repercussions since the only people listening to you are people who want to listen to you. Generally the only ways you’re going to get a negative hit by corporate engagement with customers via a Pull technology is if you misrepresent yourself or your activities to your readers (ie, be transparent!), you make some culture transgression that causes a backlash (eg, you get a million people to follow you on Twitter and then you start spamming them with direct messages to buy your product), or you trick people to lure them to your content (back to the transparent thing).

Twitter is a great tool to communicate to people, no magic… just a tool.

I can’t emphasize enough for people who want to jump on the social media bandwagon. DO YOUR HOMEWORK FIRST.

If you get invited to a party hosted by someone you don’t know, you might ask some questions “what kind of party is it?”, “what should I wear?”, “am I expected to bring a bottle of something to drink?”, “should I be on time or fashionably late?”, etc… You get the idea.

Think of social media in many ways as a world party. First a little secret though. I can tell you right now that by the time you hear about the next big thing you’re already fashionably late, so we can settle that question right away. If you by some happenstance find yourself as an early adopter though, you’ll know because you’ll be one of the people annoyed (oddly enough) that your world was just swamped with a million people who don’t know what they’re doing.

So anyways, you’re going to the big party now and you want to fit in with the cool kids right? Well that’s where you do your homework. First things first, go ask your friends and family if they’re already using the new thing. If anyone is already there, ask them for their perception of the social etiquette for the environment. Initially 95% of them will probably be wrong but listen anyways because right now you’re developing a consensus.

In the neutral scenario, you ask 100 people who all give you the same bad answer, at the least you’re following social norm so that’s a win of sorts. At best you find someone from the 10% crowd who’s totally up on everything and will give you the straight scoop. In the worst case you hook up someone from the opposite 10% who has less of a clue than you but are so emphatic with their bad advice that it all seems reasonable.

Next go to your favorite search engine and enter “_____ for noobs” where blank is the new thing (eg, Twitter). Now, just so you understand what you’ve just searched. Noobs is derogatory slang for the word Newbies which is itself effectively derogatory slang for the term New Users. Many people ignore the derogatory nature of these terms anyways and I wouldn’t let yourself get to upset over it either. It’s the fastest way to find the information and it’s the common term used within the community where many of these things start. The important thing here is to read through some of the pages that come up in your search, and take it all with a grain of salt. The people writing these pages are frequently early adopters who are complaining about the missteps of new users or they are existing users making a genuine effort to reach out and educate new users so the new users can integrate with the activity faster without annoying everyone else in the process and/or embarrassing themselves at the same time. For instance check out this slide show presentation on Twitter that came up as my first search result at the time of writing this. There are certainly some gems out there.

Beyond that, you’ll do yourself a big favor by going out and trying to learn what problem this new tool was invented to solve. For instance Blogs were originally created by people who wanted to keep a public journal of their lives for their friends to read. Maybe that’s not what it’s being used for by everyone now but it can clue you into a greater understanding of what may or may not be a successful tactic to take in using the new thing. I would suggest doing some research on Wikipedia but if you do remember that Wikipedia editors are like the guy at the big box store you paid to pre-assemble your kid’s new bicycle (secret, he’s just reading the instruction book and probably never assembled a bike before… just like you).

On a tangent note let’s through out an example, if your mom always roasts chicken upside down, are you going to do the same thing when you roast a chicken or are you going to ask her “why are you doing that?”. Maybe there’s a better way to roast a chicken and maybe your mom is doing this because that’s what her mother told her to do and she never asked. Seriously! Go get a cook-book and see how other people roast chicken. Maybe doing it mom’s way ends up being the best way but you’ll never know until you do your research (for the record my mom does not roast chicken up-side-down).

So what’s the bottom line? Soak it all in.

In general, if you take a day and study up on any given social media platform you’ll be able to glean enough information to know if it’s something you personally want to deal with. Remember just because the cool kids are using something doesn’t always mean its right for you and just because everyone else is jumping in head first doesn’t mean you have to as well. That, also doesn’t mean you should ignore it though. Step in and get you feet wet for a moment. Post a comment on someone’s blog. Be sensible. Think of it like the social event party where everyone is offering you a drink. You can skip the party, you can drink a soda pop, you can carry around the same bottle of warm beer for the next four hours, you can drink sensibly, or you can wake up the next day without a clue about what happened the night before. If you’re a grown adult, it’s your call. Just think about how you want to be perceived before you participate in the community.

Most people at some point in their lives will hear the advice “If it sounds too good to be true, then it probably is” or maybe “there’s no such thing as a free lunch”. This is generally sound advice, and if nothing else it is good counsel to reduce the chance of becoming a victim of a confidence scam.

This leads me to today’s discussion about SEO companies. SEO stands for Search Engine Optimization and defines a company as one that will help your business improve how visible your website is in search results on sites like Google, Yahoo, Live Search or any of a dozen Internet search sites online. If you want the best search results for your site, you must optimize it for the search engines.

You don’t know what to do? Who can help?

There are two classifications of SEO companies. The first and best to work with are companies that will audit your website and give you valuable feedback on how to change your HTML page structure. How to present your web content on your site. How to added meta-data to your web pages that helps clue in the search engines as to what can be found on any given page. They will help you understand about all of the extra non-web page files that you can create for your web site that co-operates with the search engines to help them locate your content and best determine how to list it. They may even give you advice on ways to completely rethink exactly what content you should put on your site in order to achieve your online goals. In short an honest SEO company will be there to educate and inform you so that you can make the best decisions on how to engage the online aspect of your business and achieve a sustained level of visibility.

Additionally, they may counsel you on ways to build relationships with other sites to establish cross linking opportunities and how to go about presenting your site to the public in a clean and professional manner that helps you towards getting the traffic you want.

Some of these companies will even help you with this work for an added fee and provide full transparency with their operations, working with you much like a P.R. firm or Ad agency in helping maximize your URL and brand exposure. In fact some of them may work in tandem with your P.R. and/or Ad agency to potentially help take your brand to the next level of visibility. It’s going to be hard work and you better have good, strong content on your site. Why? Because, while you can spend a billion dollars and get a billion people to visit your site, if there isn’t anything there, they are not coming back and they are certainly not going to tell their friends about you (unless it’s to make fun of you).

Now, on the other hand, I suppose if all you want is a billion people coming to your web page and nothing more, then you can always engage with the other kind of SEO company… and unfortunately these guys are the predominant type in the industry.

This second group is the one that tells you “for X amount of dollars I can get you top ranking in Google in 30-days”. All you have to do is just kick back and watch the hit counter on your site climb. This frequently reminds me of the old “lose 30 pounds in 30 days” deal that may work, but by using it you are risking some seriously major health issues and in some rare cases… death.

That got your attention right? You’re sitting there thinking, “OK, now he’s done it, that’s over the top nobody ever died from using an SEO firm.” No… not literally. But many companies have paid a harsh penalty to their brand for some short term traffic gain. Take for instance BMW Germany’s and Ricoh’s brush with Google a couple of years ago.

So just what are these “unscrupulous cads” up to that’s so bad? Well, at their most fundamental level they are assisting your company to behave in a manor contrary to anything you or your peers might have done as a part of normal day to day business. For instance on the more bland but annoying side some of these SEO companies retain ownership of 1,000 or even 100,000 domains that literally contain nothing more than some web pages that point links to their clients in order to try and trick search engines into thinking that your site must be pretty darn popular to have 100,000 other sites linked to it.

At the other end of the spectrum, a tactic currently in use by some of these companies is to pay substandard wages to workers in third world countries to do nothing more than log into every single blog they can find on the Internet and post a comment that contains a link back to your site (be it in the comment directly or the homepage URL provided on the user profile). You’ll almost certainly have seen this on your own blog as a spam comment at some point.

In the BMW example above they were using an old trick of padding out lots of unrelated keywords in the metadata of dozens of web pages on their sites to trick search engines into thinking there was text on the pages that not only didn’t really exist but also redirected you to some other page when you actually got to their site. Effectively, this was gaming the results on words like “used cars” (in BMW’s case) so that BMW always came up on the first page of search results.

There are even companies that do this for other media types as well, such as video. In this case a company might take a video from your site and literally, litter it on every other video portal they can find and upload multiple copies of the video to each of those sites while doing nothing more than changing the length of the video, changing the title or description and having all of these bajillion copies of your video all have a reference link posted someplace that comes back to your web site. This may create the false impression that lots of video sites are linking back to your video site naturally and thus by link volume, artificially inflating the search visibility of your video content. Not only is this behavior discouraged by search engines, it is frequently a Terms of Service violation with sites like YouTube, et all. And, if caught, at best the offending up-loader’s account will get banned (that would likely be one of the dozens of accounts the SEO company has created on their service for doing this). At worst, the video site publicly denounces your use of an SEO firm to spam their portal.

Now that you have some examples of how this works what are the real risks?

Well, the first and foremost risk is for your company’s brand image. In the case referenced much earlier, both companies received a public black eye over their behavior and Google blacklisted BMW’s and Ricoh’s sites from the search index until their sites had been modified to stop their questionable behavior. Alternatively if the SEO companies botch their work badly enough you may be in for ridicule by the public at large or worse your customers. I suppose if you don’t mind the risk of your site getting delisted and having everyone get a laugh at your brands expense (the old “any press is good press” adage right?) then maybe this is just what the doctor ordered.

But don’t kid yourself. At best this second type of SEO operation is deceptive behavior and in the circles I run in, companies that perform this kind of work are considered unethical at best. Period.

Finally, back to the opening title for this post “To SEO or not to SEO, that is the question.” The answer is yes, search engine optimize your site, but mind who’s helping you do the work.