Recently, I have also been doing some social networking in an “unofficial” capacity as a representative of one of our brands, Wrox. Primarily this experimentation is on a Wrox Facebook Group I started, and in a Wrox Twitter feed. These identities are Wrox branded, and the conversations I have are Wrox-centric. So far the growth rate of followers/members is slow, but it is picking up. I have to say that I am pleased with the results in such a short period of time as I have been able to make connections to some programmers I might not have been able to reach as easily otherwise, and it looks like I may have found some new authors and technical editors.

At some point, we will figure out what the message is we want to send to Wrox readers via these channels, but for now the important thing is that we are a part of the conversation.

I like to think that I am keeping my personal brand and my company’s brand separate, but since I am discussing both here that might not be entirely true. There is certainly often a far amount of overlap between the two, and I am not “hiding” the fact that I participate in conversations as the Wrox brand. I certainly represent the brand often at trade shows, and in conversations with partners, customers and authors.

But I wonder if keeping the social application identities separate is the right thing to do. Robert Scoble didn’t really try to do that – he is just Scobleizer. On the other hand, I don’t represent my company on this blog, my personal Twitter feed, or my Facebook Profile.

So, I wonder – is having both disingenuous, or do each serve a purpose? What do you think?

1. It is one of only a very few from traditional print publishers
2. It is not just a branding play
3. They have built in some interesting sticky features
4. Good tie-in’s to their content

I believe items 3 and 4 are the most important for content providers. The Quiz is offered every weekday morning and the scoring system is probably motivational enough to keep many coming back for more.

In addition, they offer ample opportunities to click through to the content related to the quiz, and I thought the “study links” for the next day’s quiz feature was especially clever.

The scoring seems a bit off to me, but that’s likely because it was my first test on the first day. My particular ranking of 68% among Facebook users is strange as I got 100% on the first test. See how competitive I am already?

It is important to remember that we are in the very early days of Facebook apps. I am sure we will see many more from content providers as the platform matures and as companies figure out exactly what they want to accomplish with these applications. Still, it’s exciting to see traditional publishers playing here.

(Thanks Read/Write Web)

Here are a few quick checks to get a feel for how much your company really understands what is happening in social media:

1. Is your company blogging? I don’t mean employee blogs about what their kids are doing (and yes, I have one of those too) but is someone really speaking openly and honestly to customers via a blog. Does your CEO blog?
2. Still pushing stodgy Press Releases or have you adopted a strategy for Social Media Releases?
3. Does your company think that their customers are not a part of the social media landscape – that its just a small percentage of people on the fringes of the Internet?
4. Does your company have a YouTube Channel?
5. Do you have a Social Media Newsroom?

If none of this sounds familiar, you owe it to yourself to read Brian’s excellent summary of the future of PR and Marketing.

The key, of course is engaging your customers in the network, but the challenge for many companies is casting off the old ideas and realizing the world is changing.

Make sure you keep your eyes open to the communities your customers are creating online. It’s the future of your company they are building.

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Via(Demand Satisfaction)

“Creators” (13%): Publish Web pages, publish blogs, upload video to sites like You Tube

“Critics” (19%): Comment on blogs, posting ratings and reviews.

“Collectors” (15%): Use RSS, tag Web pages

“Joiners” (19%): Use social networking sites

“Spectators” (23%): Read blogs, watch peer-generated video, listen to podcasts

“Inactives” (52%): Yeah, the rest of the world.

It’s encouraging to see that nearly half of the respondants are utilizing at least some form of social activity online. The key is focusing on each segment and determining how best to engage the participants. Here’s one possible (obvious) scenario:

1. Your message is seeded to the “Creators” and “Joiners” who can help spread the word.
2. The message is picked up by the “Collectors” (Digg, delic.io.us) who further the conversation
3. “Spectators” pick up on the message
4. Everyone becomes “Critics” and joins the conversation

I would be interested to know how many of those active in one or more aspects of online social activity also consider themselves “connectors” – people who enable members of the “Inactives” to become part of the conversation.

But even though big sites adding many social features at a time draws lots of attention, there is one site that is way ahead of everyone else, offering a myriad of social features that eclipses the field, hands down. That site is Amazon.com.

As Brian Oberkirch points out, if you factor the social networking features with the awesomeness that is Amazon Web Services, S3, and their affiliate programs, Amazon should really be stealing the all the press from Google and Yahoo!

For authors, the rich social features at Amazon.com are perfect for getting the word out about your book, and you really need to be a part of the conversation.  Check out my earlier posting on 10 Simple Ways Authors Can Increase Sales at Amazon.com, and get in there and be… social.

Book Business Extra

No big surprises in their strategy, but clearly they understand blogging, social networking and the changing landscape. Of note is their effectiveness in hitting a targeted market well.

Also, in the face of such information-overload, many people are increasingly paying attention to things that specifically interest them, so it’s becoming more and more important to reach a book’s specific audience well. I think the best way that publishers can combat this challenge is simply by always staying on track with what’s the newest way to reach people. Not every way will work, but over time, you’ll find the ones that reach your niche most effectively.

The takeaway here is to try new things – trying to hit new markets the same old way doesn’t work anymore. (In fact, trying to hit existing markets the same old way doesn’t work like it used to.) Instead of using the broad approach to try and hit as large a group as possible, take more well-aimed, targeted approaches to try and get your message across.

Publishers who embrace targeted, grassroots marketing and PR efforts will be the ones who are successful in the future.

Steve Rubel and Michael Arrington have nice things to say, but Josh Burnoff points out that readers hate it! From my quick glance at the comments, it appears most readers are not happy with the design, not necessarily the new features. I think the design is going to grow on readers as they get used to the new layout, and eventually they will appreciate the new social aspect of the site.

My Publisher, Joe Wikert has strong opinions about the newspaper business, but I wonder if this isn’t what he was asking for?