Category Archives: Professional

25 September 2012

On Being a Softie

By Rick Ladd
Suspension of Disbelief

To Open Up And Believe

The willing suspension of disbelief. What a powerful, magical, and exceedingly frightening thing it can be – at least for me. Not always, though. It’s been quite a while since my last venture into the genre but, a long time ago – in a galaxy far, far away – I read a lot of Science Fiction. Reading it can’t possibly be enjoyable if you aren’t able to suspend your ability to think critically. Nevertheless, I enjoyed the hell out of what many an author hated being called Sci-Fi.

I’m normally somewhat cynical and am a fairly skeptical person, so I’m continuously surprised at how easily I can get sucked into a compelling story, especially if the characters are even moderately complex. I think it actually frightens me to realize how deeply I have disappeared into many a television drama.

This tendency has no doubt been exacerbated by my becoming a father at the ripe old age of 55, when my wife and I culminated a decision we had made a couple of years earlier and traveled to the People’s Republic of China to adopt our first child. We repeated the process four years later and, at the tender age of 59, I once again became a new father.

I now find myself immersed in shows where children are involved (it happens far more often than one might think) and I can’t help but identify with the parents, which sometimes brings me to tears – occasionally racking sobs of grief.

It has always been this way. I’ve been told the men in my family – many of them – were blubberers. Though I couldn’t have been older than five or six at the time, I recall the first time I saw my father cry. He had just received news that my Bubbie Jennie, his mother, had died. He hadn’t seen much of her since moving to Southern California. She had remained in Chicago, where both my parents were born. It was eerie, and not a little unsettling to see my father, a young boy’s tower of strength and resolve, break down like that.

It was made more difficult because I had only met her once, when she came to visit for a week, and she was unfamiliar to me. On the other hand, my maternal grandparents lived with us and I felt a strong emotional tie to them I could not summon up for her. She was by Bubbie, though. My mother’s mother was just Grandma.

I frequently ask myself, however, why I am so deeply and painfully drawn into these stories. I’m not entirely certain I have the answer, but I’m pretty sure it’s not so much the story itself as it is the relationship those stories bear to my own life.

Dictionary.com defines empathy as follows: the intellectual identification with or vicarious experiencing of the feelings, thoughts, or attitudes of another. That seems pretty straight-forward, yes? I am a fairly empathetic person and I tend toward the second part of that definition, i.e. I feel the pain of others vicariously. However, I don’t think this captures the essence of what is happening when I am fully immersed in a story.

Perhaps it’s too fine a point and the distinction isn’t all that great, but it seems to me what’s really happening is I’m overlaying the experience in the story onto my own life. I’m not so much experiencing the feelings of another as I’m experiencing the feelings I would have were I to be in that situation. I don’t think they’re the same. Then again, maybe that’s the mechanism that actually facilitates empathy.

This is a minor conundrum that comes to me most every time it happens and, usually, I forget about it within a minute or two. Lately I decided to try and get a descriptive handle on it and this is my first attempt.

Empathy is a valuable and deeply human trait. It is one of the five traits listed as characteristic of emotional intelligence which, in turn, is seen by many as a valuable business and leadership skill. It’s important to understand and to cultivate in order that we may better understand the people in our lives, whether at work, play, or home.

I want to understand what is moving me when this happens. On some levels it seems patently ridiculous to get so emotionally involved in a fiction story. On the other hand, perhaps it is really what makes us human. I’m wondering if someone with a more classical education than I have knows more of the thinking humans have brought to the subject. I’m sure some in the Arts (especially the Theater Arts) have tackled it. I’ll have to do more research. In the meantime, I’m glad there’s plenty of tissue in the house.

2 Comments   |  tags: , , , , , , , , , , , , , , , | posted in Business, Leadership, Personal, Philosophy, Professional, Random Thoughts

21 September 2012

Rocketdyne Gets Snubbed Again!

By Rick Ladd
Endeavour's Final Mission

The SCA, Endeavour (OV-105), and chase plane shortly after departing Edwards AFB

I must admit to being a little mystified that NASA hasn’t chosen to fly over and salute Rocketdyne today. Every main engine that powered every Shuttle flight into orbit was designed, manufactured, and assembled primarily at the Canoga Avenue campus. I know they couldn’t fly over every place where components were made in the country, but they’re flying over the freaking Hollywood sign and Universal Studios! Rocketdyne’s campus is just a few miles to the Northwest of those locations. How hard would it have been?

I have often lamented the fact that Rocketdyne never saw fit to advertise itself much. Whenever there was a launch of an Atlas or Delta vehicle, the vehicle manufacturers and integrators always had their names and logos prominently displayed. I am willing to bet very few people in this country even recognize the name Rocketdyne. Do they know every American Astronaut (other than those who’ve flown on Russian missions) was lifted into space by a Rocketdyne engine? I doubt it.

Mercury, Gemini, Apollo. All those flights were powered by Rocketdyne engines. The Lunar Excursion Module (LEM) was powered off the Moon’s surface by a Rocketdyne engine. The Space Shuttle Orbiters would never have made it to LEO were it not for the Space Shuttle Main Engines. The SRBs (Solid Rocket Boosters – or Motors, SRMs) only burned for 126 seconds before separation from the vehicle stack. The Main Engines continued burning for approximately six more minutes, depending on the mission. The SSME was – and still is, as far as I’m aware – the only reusable and fully throttleable rocket engine ever designed and flown.

Anyway, today marks what for me is a very sad day. It should be sad for all of us, IMO. This is the final flight (albeit strapped to the back of the SCA, a specially modified 747) of the last of the Orbiter Vehicles that served us for well over two decades and, unfortunately, we currently have nothing to replace it. The ISS is still on orbit, but we now have to hitchhike there aboard Russian rockets. There’s really no way to tell how long it will be before we return to space.

It also reminds me that I was put out to pasture, though nobody’s suggested ensconcing me in a museum 🙂 I didn’t realize how much retirement would affect me. I’ve enjoyed having time to be with my children, who are eight and eleven. I’ve also enjoyed working at building a modest service business supplying social media marketing for small businesses. However, in this economy that has turned out to not be a very useful business model and, once again, I find I must reinvent myself. Today I’ve decided to wallow a bit in my grief. Grief for the symbolic end of the Shuttle program, on which I labored for over two decades and grief for the symbolic end of my usefulness as a human being, which is what retirement sometimes feels like.

Rocketdyne Logo

The Original Rocketdyne Logo

One more thing. In my opinion Rocketdyne deserves better. I know people whose entire lives were dedicated to the space program. They worked tirelessly; lived and breathed the concept of space travel and exploration. And those engines played a major role in putting Endeavour (OV-105) on orbit. Just sayin’.

2 Comments   |  tags: , , , , , , , , , , , | posted in Personal, Professional, Random Thoughts, Retirement, Science

19 September 2012

Good Bye Endeavour

By Rick Ladd
Endeavour (OV-105)

Endeavour flying over Stennis Space Center on her way to Los Angeles

Space Shuttle Endeavor (OV-105) is on the way to her new job at the California Science Center. She is scheduled to arrive at LAX on Friday after completing a flyover of several landmarks, including The Griffith Park Observatory and Disneyland (Disneyland?). I’m conflicted over whether I should drive to Griffith Park or, perhaps, to Malibu – where she is also scheduled to fly over. Parking could be a real pain.

As a young man I used to go to LAX, park in the lot of the Proud Bird Restaurant, and walk down Aviation Blvd. to the East end of the runway. I could stand there and watch the planes come in for a landing, at times only a hundred feet or so over my head. It was exhilarating. Maybe I’ll do that.

I spent nearly half of my adult life working on the Space Shuttle Main Engine (SSME) program at Rocketdyne in Canoga Park, California. I grew up in the San Fernando Valley and have vivid memories of the many rocket engine tests that took place in the Santa Susana Mountains to the West of where I lived. I would go outside and could hear the roar and see the sky lit up. Those engines helped take us to the Moon. It was magical.

I came to Rocketdyne quite by accident and, even after I started as a temp (what they called a “Job Shopper”) working on the return to flight efforts after the Challenger disaster, it took a while for me to realize I could work there. Not being an Engineer, it somehow never crossed my mind that I could find a place in the organization. I ended up spending 21 years there – in a 23 year period (taking two years off in an ill-fated attempt to return to a family business) – working primarily on the SSME program. Endeavour was the replacement vehicle for Challenger, so I am somewhat emotionally tied to her. Half my working life!

In 2010, I accepted an offer of early retirement, which was made to those of us who were sixty years of age or over because the Shuttle Program was coming to an end. It wasn’t quite over, and I had always joked that I would be the one to turn the lights out at the end. I expected to work until I dropped dead, maybe around 80. It didn’t work out that way. I still miss being a part of the space program and seeing Endeavour on her last flight is dredging up a flood of emotion I’m not sure I’m prepared to handle.

Thankfully, she’ll be very close by and I can take my two girls to see her. Fare thee well, Endeavour. I am eternally thankful I was able to play a small role in your voyages. I wish you well on this, your final mission.

Photo Courtesy of Mike Malinzak

 

 

2 Comments   |  tags: , , , , , , , , , | posted in Personal, Professional, Science

7 September 2012

What Is Romney’s Campaign Thinking?

By Rick Ladd
Romney Button "Made in China"

Don’t these people vet anything?

I am now fully aware this picture is not real. Please see my apology and explanation here.

I wasn’t quite sure I wanted to blog about politics, but it seems I just can’t keep my mind off the election. It’s easy to say, as I probably have many times before, this is the most important election of my life. I’m not sure it’s true. There is nothing, in my opinion, Romney and Ryan can do that will stop the inevitable. The arc of history has always bent toward the increasing prevalence of peace, justice, and freedom – even if it doesn’t seem that way in various parts of the world.

Much like the existence of cooler temperatures in one small area of the planet does not prove global warming isn’t occurring, you can’t generalize from regional strife and even setbacks like our current economic conditions that our society is devolving. I have said more than once I almost thought it would be good for Michelle Bachmann to become our President because it would surely bring about the next – quite likely necessary – American revolution. I say “almost” because I really would prefer we evolve peacefully. Violence doesn’t generally do much for the species, although it may temporarily benefit one group over another.

Now . . . having said that, let me offer that this probably is the most important election of my life :). We have just barely come through the worst economic collapse in several generations and we’re not out of the woods yet. In my opinion the Policies espoused by the Romney-Ryan ticket are destined to turn the United States of America into what Arianna Huffington has referred to as Third World America. As Bill Clinton said the other night, in his speech to the Democratic National Convention, the Republican position is “we left him a total mess, he hasn’t cleaned it up fast enough, so fire him and put us back in.” I’m pretty sure that’s not a good idea. I will have more to say about this in the next couple of months. There’s plenty of material out there. I just need to move it from Facebook to here.

At any rate, this graphic is both sad and hilarious. I keep saying that the Republican Party leadership projects all of their worst traits onto others. To me, this is a perfect example of it. One can reasonably assume, if it actually crossed their mind it was important, they would have been willing to spend a little more money getting their buttons made here in the USA. That they don’t care seems pretty evident. Where the projecting comes in is I’m reasonably certain they think we don’t care either and won’t be paying any attention? Am I crazy? What’s your interpretation of why this would happen?

PS – If it’s unclear in the picture I snatched from my Facebook news feed, the arrow is pointing to the words, “Made in China” . . . but you knew that, right?

11 Comments   |  tags: , , , , , , , , , | posted in Politics, Systems Thinking

28 August 2012

Intelligent Design is Really Stupid

By Rick Ladd
Unintelligent Design

The Intersection of Stupidity, Religion, & Politics

I had an experience this morning that reminded me of something Neil deGrasse Tyson said, which I’ve read in many places. I’ve also had the experience many times in my life and consider myself somewhat lucky so far having managed not to suffer the final indignity the experience portends.

I’m speaking about nearly choking to death because I fell victim to the inherent – as Neil points out – stupid design of my body that has me breathing, eating, and talking through the same hole.

I was at my weekly QBN (Quality Business Network) breakfast meeting. We meet each week on Tuesday, at 7:00 – 8:30 am at The Junkyard Cafe here in Simi Valley, CA. Most of what is on a breakfast menu I can’t conscientiously eat if I want to keep my blood sugar under control. Pancakes, waffles, french toast, regular toast, potatoes, syrup, jam . . . they’re all verboten. I can have a plate of bacon, eggs, and cheese . . . and sometimes do.

However, today I asked for a salad, with ranch dressing and balsamic vinegar. I don’t have a cholesterol problem, so I don’t worry about the dressing too much. I’ve long liked ranch and Italian, which the vinegar substitutes for nicely.

No sooner did I start shoveling food in my mouth than a stream of vinegar squirted off the salad on my fork into my throat. I inhaled it slightly and immediately started coughing; nearly choking. It was so bad others started to get alarmed for my safety and I had to leave the room to keep from interrupting the presentation that one of our members was giving.

Obviously, I made it. It wasn’t the first time this has happened. I once inhaled some hot sake at a sushi bar in Venice Beach. The owner was horrified. He thought I was going to die right there in the restaurant and indicated how much he would like me to die outside on the sidewalk. I ignored him.

Anyway, back to Mr. deGrasse Tyson. I thought I would share this lovely video of his explaining – by pointing out how stupidly we, and the universe, are designed for life – how there is no such thing as intelligent design. Keep in mind, please, I’m not attacking religion, faith, or spirituality. I don’t care what you believe in. However, if it’s intelligent design, I (and Neil) maintain there is absolutely no evidence for it and only someone who refuses to face reality would entertain such a belief. Here’s the video:

Leave a comment   |  tags: , , , , , , , , , , | posted in Food-Cooking-and Eating, Health, Personal, Politics, Science

25 August 2012

The Prime Discriminator is Within

By Rick Ladd
Edward Ladd & Sons

Company Jacket created by Cat’s Pyjamas

As an opening aside, I find it an interesting statement about the immediacy of the Internet that I would hesitate to share an article or blog post I encountered because it’s more than a week since it was published. Nevertheless, I did hesitate when I came across this particular article in Fast Company. I ended up sharing it on my Facebook Fan page and I’m going to share it here, with a little bit of personal annotation.

Many years ago, when I was in my family’s wholesale food business, I realized what I found to be a very sobering fact. As long as we weren’t manufacturing or producing anything, the only way to stand out from the crowd was to provide service over and above everyone else. Anyone can buy and sell items that are readily available and this was surely true of food. We could break the ice with price, but that was ultimately a losing proposition as the customers we sold to would inevitably leave us for someone offering a lower price.

However, not everyone could provide exceptional service. As a result, we were constantly thinking of ways in which we could provide value that others didn’t even think of. One way to do this is to just be available. When a restaurant runs out of product for whatever reason – whether it be unexpectedly busy days or flat-out stupidity in anticipating certain inevitably busy days – always being there and coming through was one way to stand out.

But that wasn’t enough. I think the real discriminator was the mind-set that our relationship with our customers was more than just seller-buyer; it was that of partners. Such a mindset had us thinking as though we were in their shoes and, frequently, it made enough of a difference in how we anticipated their needs and even helped them understand their needs in ways they weren’t always capable of. I think it worked pretty well while I was there.

So when I read this article today I was both intrigued and somewhat satisfied. I never thought of what we were doing as anything other than providing good service. I didn’t realize it was providing a special customer experience. Back then, as the article points out, customer experience wasn’t what it is today, but in our little corner of the world – in the kind of business we were engaged in at the time – it was what we were providing.

Now, it seems, it’s what everybody needs to do . . . and I agree. Here’s a quote from the article I’m referencing:

You don’t have to take my word for this. Over the last five years we’ve been running a study in which we ask consumers to rate the customer experience at companies they do business with. What we can now prove is that customer experience correlates to loyalty. Specifically, it correlates highly to willingness to consider for another purchase, willingness to recommend, and reluctance to switch to a different provider. In other words, if you want that next sale, if you want good word of mouth, and if you want to keep your customers, it’s unlikely that anything else you do matters more than delivering a superior experience.

Indeed!

Here’s the link. You can read the whole thing at Fast Company. It’s well worth it, even if it is almost two weeks old.

http://www.fastcompany.com/3000350/why-customer-experience-only-thing-matters

Enjoy

3 Comments   |  tags: , , , , , , , , , | posted in Business, Marketing/Branding, Restaurants

24 August 2012

A Slight Change of Course

By Rick Ladd

Since my presentation to the American Oil Chemists’ Society at the end of April, I’ve been seeking out other engagements to talk about using social media for managing communities within an enterprise. All of my experience heretofore has been inside the firewall of a large (very large) aerospace corporation, and it was the essence of my presentation to the AOCS.

I haven’t been actually hustling engagements; rather I’ve just been suggesting I’m available and that I might have something worthwhile to say. Today, nearly four months later, I finally had the opportunity to present to an organization that could use social media to improve their ability to achieve their goals, which are manifold – but not commercial.

The organization I spoke with today is a local Rotary Club that has two major fund-raisers each year. Originally, I had spoken with my friend and former Manager who, since retiring, has joined this Club and had suggested I might present, about the one I gave to the AOCS. However, after having dinner with the President of the Club it became clear he wanted to at least partially address the difficulty he’d been having with getting the membership to “like” their Fan pages and join and engage with their group page.

So . . . I put this together somewhat hastily and concentrated primarily on the benefits social media provide for communicating and sharing knowledge, as well as addressing the issue of reluctance to participate. I finished with a little info on how its use is disruptive and pointed out how they could use Clayton Christensen‘s concept of Jobs-to-be-done (disruptive innovation is one of his as well) to address the direction they might take their new efforts in.

I also prepared the presentation exclusively using Google Docs; the first time I have ever done that. The only exception is that I imported a couple of slides from my AOCS preso, which I originally prepared using PowerPoint. I also heavily annotated the slides, which I do not normally do, and printed out a copy of them and the notes. However, I did not use them during the presentation. Once I got going I just winged it, which seems to fit my style perfectly. Having the notes kept me from being nervous, but turned out to be mostly superfluous. I only experienced one moment when I couldn’t think of the right word I wanted to make a point, but it came to me reasonably quickly.

So . . . here ’tis. I don’t know how intelligible it is without the notes. Especially considering I made these slides last close to 25 minutes, I believe. I guess having a long history and lots of stories comes in handy when you tend toward loquaciousness. 🙂

One more thing. I uploaded the .pdf to Slideshare in the early evening and shortly afterward received an email from them that my presentation was the most talked about one on Facebook (where I had shared it) and so they were featuring it on their home page. Frankly, I didn’t see any evidence of the discussion, but the preso had been viewed close to 180 times last I looked, so maybe I’m getting some traction there. Hope you enjoy it.

Leave a comment   |  tags: , , , , , , , , , , , , , , , , , | posted in Collaboration, Knowledge Management, Professional, Social Media

10 August 2012

You’re Privileged to be Playing the Game

By Rick Ladd
Levels of Difficult

You Can’t Choose This Difficulty Level!

I think I received my first comeuppance regarding white privilege around 1973. I was not quite 26 years old and had been a very active member in the anti-Vietnam War movement in Los Angeles. I had attended, organized, publicized, and provided security for a number of demonstrations and events.

Now I was preparing to spend a couple of months in Cuba as a guest of the Cuban government. I was a member of the Sixth Contingent (Sexto Contingente) of La Brigada Venceremos. I was excited. However, nobody was allowed to travel without first undergoing some rigorous training in how to not be an ugly American.

We Americans (even the term American is somewhat arrogant, as the U.S. is only one country in an entire hemisphere referred to as America), especially us straight males, have got it way better than we like to think. Unfortunately, due to the concept of American Exceptionalism, we really do like to think our shit doesn’t stink and we are in a class by ourselves.

Well, actually, we are in a class by ourselves – but it’s really not something to be all that proud of, in my less than humble opinion. But I digress.

Part of my ongoing training (which lasted several months) was learning about white privilege, i.e. the numerous and subtle ways in which being white gives those who sport the color (or lack thereof) a leg up on everyone else. The training was excellent. I was not made to feel guilty; merely shown how it works, the evidence of which was impossible for me to deny.

As a Knowledge Management professional, one of the things that’s important to me is the avoidance of re-inventing the wheel. That means, among other things, using the work of others to build on, where appropriate. I think this is an appropriate place to do that with a blog written by John Scalzi who, frankly, I don’t know much about. Nevertheless, this blog he wrote is absolutely brilliant and draws an analogy I think useful in understanding the concept I’m talking about. I want to share it with my small group of readers.

Here’s the link to his post – http://whatever.scalzi.com/2012/05/15/straight-white-male-the-lowest-difficulty-setting-there-is/

I also want to share a video that’s a nice supplement to it. Enjoy!

Leave a comment   |  tags: , , , , , , , , , , , | posted in Economics, Personal, Philosophy, Politics

9 August 2012

Can You Sense Me Now?

By Rick Ladd

Below is a Slideshare presentation posted by a friend who is in the process of authoring a new book entitled “The Age of Context”. He’s presenting it today at the Big 3 Conference in San Francisco, where he is one of the keynote speakers. It’s quite high level and somewhat simplistic at this point, but you should be able to get an idea of the direction the book will be taking.

I have long believed we humans are on the road to becoming a race of cyborgs. Nothing that’s happened in the last quarter century has served to dissuade me from this belief, either. At the rate we’re developing and making use of prostheses, and with continuing advancements in Fetal surgery and in utero cardiac procedures, it’s only a matter of time (100 years? 1000 years?) before most humans will have some sort of inorganic component attached or implanted.

I haven’t thought much about this lately, being content to watch as we meandered down this path. However, recently I was made aware that a couple of social media “friends” of mine were writing a book discussing another aspect of this inevitable evolutionary route we’re on. Their current working title is The Age of Context and I am really glad they’re writing it.

What they’re talking about is the newest developments in the fields of mobile technologies, wearable computers, sensing and mapping capabilities, big data residing in “the cloud”, and the apps and services that bring them together. I believe they’re truly on to something.

The book likely won’t be available until sometime next year. However, one of the authors (they are Shel Israel and Robert Scoble) has put together a simple Slideshare presentation that gives some hints of the direction they’re heading in. Since the presentation is available, I thought I would share it to give you a taste of what they’re seeing and thinking. I am hopeful I’ll have a lot more to say about the subject as time goes on. Suffice it to say I’m very excited about their thoughts, including how they mesh with and supplement those I’ve had for several decades now.

Disclosure: At the request for assistance by the authors, I offered to proofread the manuscript for them and they agreed. Here is how Shel tweeted about it a couple of weeks ago.

Leave a comment   |  tags: , , , , , , , , , , | posted in Collaboration, Info Tech, Professional, Science, Social Media, Systems Thinking

25 July 2012

People ARE Talking. Are YOU Listening?

By Rick Ladd
Infoweek Cover

Yes. They Are. You Need to be Paying Attention.

The title of this post used to be the tag line I put on my business card. It’s still on the vehicle sign that covers the rear window of my Honda Pilot, and it’s still in my Facebook Fan Page’s “about” section. The first paragraph of that section continues, “Your company – your brand – is being discussed publicly. Don’t you think you should join the conversation?”

Information Week made it the cover story of their June 25, 2012 edition and I pointed out the similarity in a graphic I created and posted on my Facebook Fan Page. In some respects, we weren’t quite talking about the same thing, though, but they’re closely related. Their article focuses on sentiment analysis and my thoughts were more directed toward overall engagement, which includes sentiment analysis. They are also far more attuned to the needs of larger brands, whereas my concern is for small businesses and the value they can get from what I see as the proper use of social media.

Today I was pointed to an article by Brian Solis of the Altimeter Group, entitled “Why Digital Influence is So Important“. Brian discusses the value of shared experiences, the building of trust, and the spread of influential content, pointing out the value of online recommendations from people we know and trust. He concludes with the following questions: “Do you know what’s being said about your business? And who’s saying it? How are you getting closer to your customer by examining your digital influence?”

Now the reason I bring this up is there are a number of people here in Simi Valley who have created Facebook groups designed to help us communicate or promote local businesses or both. One of the activities that’s taking place is what some call “Cash Mobs“. We are trying to pick out small, independently owned businesses that we might be able to help out (at least with their cash flow) by patronizing them.

As a result of this, one of the members suggested a location that might be able to use a small infusion of business and, consequently, cash. Since I have been trying to get locals to realize the value of using mostly free platforms, services, and apps to market and publicize their businesses, I’m always wondering how well certain ones are doing this. So I decided to check out this particular business with respect to a few things I think it could (or should) be doing.

I didn’t do extensive research, but I did find out some things I think are interesting in light of what Brian has to say about digital influence, as well as what I know about it from my research and experience. What I found was the following:

  • They have a Facebook fan page but do very little with it. The page has 45 likes and 10 people have gone to the trouble of checking in there.
  • They haven’t bothered to claim their venue on Foursquare (a very simple process) and, even though 30 people have checked in a total of 106 times (that’s an average of 3 times per person; an indication of some loyalty), they cannot create specials to reward that loyalty and, perhaps, entice more people to try them out.
  • They also have two listings in Yelp but have yet to claim either of them. Were they to do so, they would be able to correct one of the listings, as well as provide accurate information on what it is they do. What they do have is four (two for each listing) high quality, five-star reviews for their establishment. I say high-quality because all of the reviewers have numerous friends and have posted multiple reviews in Yelp.
  • I also checked Yahoo Local (basic minimum listing), Bing Local (basic listing w/two of the Yelp reviews), and they don’t show up at all in Google+ Local.

So what’s wrong with this picture? Here’s another quote from Brian:

“In the end, people are at the center of your business. And connections are the ties that bind in social media. Your next step is to see what people are saying or what they’re not saying about your business to learn how you can become part of the conversation and ultimately part of the decision making process.”

My contention is that by not taking the small amount of time required to at least claim venues and ensure they are completely populated with information about your business, you are showing you don’t really care what people are saying about you. Your absence from Yelp means you lose the ability to both thank people who take the time to say something nice about you, and to respond to those who take the time to report a problem they may have had. Without Foursquare you lose the ability to create specials designed to reward loyalty from current customers who are using the service and to entice new customers to try you out.

Even if you’re reading the reviews on Yelp and the tips on Foursquare (and it’s highly likely you aren’t) you have no possibility of “becoming part of the conversation and ultimately part of the decision making process.”

There’s another factor as well, which Brian discusses in his article. When people check in to your business on Facebook or Foursquare or Yelp, which they can do with their smart phones, tablets, and laptops there is always the chance some of their friends will see where they are or where they’ve been. Since the most trusted method of referral is that received from a friend, either online or in person, every business that doesn’t take advantage of these tools is shortchanging themselves. There are other issues having to do with gamification, peer response, and virality but we’ll leave them alone for now. They are important to fully understanding how to use each of these applications, but they don’t matter one bit if your business isn’t using them at even their most basic level.

In this economy I’m of the opinion not taking advantage of free marketing seems almost criminal and, while the tools may change as time goes by, the concepts aren’t going anywhere. What are you doing about it?

1 Comment   |  tags: , , , , , , , , , , , , | posted in Business, Marketing/Branding, Professional, Social Media