Financials are missing the golden ticket

Unsurprisingly, a new report suggests that financial firms are not on the top of people's friend lists when it comes to social media - friends that financial firms need to desperately make.

The study by Fiserv found that 53% of Americans have no interest in connecting with a financial firm on a social level. Why should they? We are all living through tough economic times thanks to financial firms. They are faceless, unapologetic and frankly about as popular as a fart in a spacesuit.

But it is not the job of people to connect with the financial firms - right now it should be the financial firms who are trying to connect with people. They should be getting online and talking to their clients, helping them out and giving them advice FOR FREE.

But that's not the general tact of financial firms. Having worked as a financial journalist for the last few years I know for first hand experience how user unfriendly banks, wealth managers, pension providers and insurers are. There is very much a one-way street of communication with them and for the media and the population that is massively frustrating. They don't care about what people think of them because their business isn't reliant on being liked.

But social media should be being embraced by the financial firms. They should be getting out there, saying sorry and explaining how they can help people going forward. It means local stores, advisers, brokers, salesmen and PR people talking to their community, giving back. It's not difficult and people would be open to a financial firm being honest and forthright. It would help their industry win politically and would help their businesses become a social good rather than a social ill.

Also, any financial professional will tell you that the number one problem in engaging clients and successfully selling product is consumer education - if you could engage consumer you can teach them why they need certain financial products.

Financial firms need to change their attitude towards their customers. The world is changing and their omnipotent power is being questioned. They should be getting down off their pedestals now before it's too late.

Twenty minutes too late

According to some new research from some blog scientists I should have posted this blog about 20 minutes ago so as to get maximum effect. Damn.

Also, it seems, I should be mainly tweeting on Thursdays between 10:30 and 11am, retweeting on Fridays around 2pm and sharing on Facebook on Saturdays before noon. Better get this programmed into my planner...

This isn't a new idea, working on publications you have to be very aware of when people are reading your articles or clicking on links. We used to create our own charts and found that most stuff was read before 8:30am. Unfortunately this led to a war of attrition between us and a rival publication as to who could get emails out fastest. We began shooting them off at 7:30, so they hired a guy in Mumbai to do it at 2am. His name was Anash, he was a pretty lousy journalist but he was prompt.

So were they better off hiring a dud to get stuff out first? Would I be better off getting up an hour earlier to do this blog? Probably not - we didn't lose numbers after our rival hired the 2am Indian, but we did get a few comments from readers about the falling quality of our rival's articles.

No matter how fast the Internet gets, quality has to come first. You can be the first out with a pile of manure or you can spend a little more time and a little more love on something that ticks all the other boxes except for breakneck speed.

Twits start the Tweet Race

All brands want to utilize social media and are now either riding on the SM wave or running to keep up. But you get the impression many of them still just don't get it.

Audi and Mercedes are aiming to compete via social media this Super Bowl with Tweet races; as USAToday reports, both car firms will "offer hefty prizes to consumers who best use unconventional social-media tactics to tweet and digitally tout the foreign brands before the Super Bowl".

So instead of spending time engaging with people the super brands are just going to throw a few cars at people who are willing to do all they can to Tweet, Facebook, Blog and generally whore their communication outlets and digital networks out for a prize.

Urgh.

This is a cheap trick and I hope it is a 2010 fad. Mercedes and Audi aren't interested in harnessing social media, they want to jump on it and use it as a way to avoid having to buy a Super Bowl ad. They don't want to engage with their audience, they do not want to listen to what their fans want, they just want their brands yelled out louder than those on display at half time.

MySpace stopped being a social media outlet because it let brands hijack it and they used it to shout rather than communicate. I only hope other brands realize this isn't what social media is about.

You can’t force cool

This morning I was sent a link to participate in a new hip, cool Facebook game called the Number Game. I didn’t bother getting to the end of the game’s rules but needless to say it was complicated and irritating. Something about codes in status updates that tell your friends what you really think…..urgh.

The thing that did catch my eye was the picture alongside the game page, which said “let’s go viral” as if to plead with users to help it become an Internet smash hit, like that sneezing panda or all those porn sites.

It reminded me of when I was 17 and some equally geeky friends and I randomly decided to ditch class for the day some time near the end of the year. We had a crappy car, somehow we got hold of a crate of beers and we went to a park far enough away from teachers. It was a glorious hot day, we had fun and we even met some real life girls. It was just one of those perfect days where everything went right. The next day one of our friends, who’d been too chicken to ditch, was green with envy. We regaled him with the random brilliant day and he decided to try and plan another ‘random’ day so as to not miss out on more fun. He even set a date when he knew he could get out of class safely. He just didn’t get it.

It’s the same with social media fads – you can’t force it. Attempting to make stuff ‘go viral’ is like our friend trying to recreate that perfect day we had. There are innumerable ‘viral marketing’ guides out there showing you how to "make it viral", probably made by that friend of mine and others like him who are desperate to recreate something.

Viral happens because it’s well placed, because it hits the spot, because it’s funny, because it’s shocking, because it's original or simply because it’s cool. You can get the word out as much as you want but unless it’s an original and intelligent PR stunt then no one is going to click on it, no matter how well you plan or plead.

Lighten up LinkedIn

I’ve just joined LinkedIn and it was great to find loads of my former contacts and colleagues on there but of all the social media outlets I have begun to explore, LinkedIn is the most tedious.

Like a bad business meeting, LinkedIn is full of boring people with little to say. There are a lot of people trying to be overtly ‘professional’, something that turns me off right away. It has the feel of a conference where no one really knows each other and not many people really want to be there. It’s dull, basically. This is why I have come up with a few ways that LinkedIn could spice itself up:

1. Create Facebook style games

Yes, you may have been down in your half-year results compared to your business rival but you kicked her ass on LinkedIn Farmville. So what if you lost that big contract to the other supplier? He sucks at LinkedIn Angry Birds!

2. Add an anonymous gossip wall

Imagine the fun you could have posting all those little peccadilloes online to share with your network? Yes, it could destroy people’s lives and yes, it could lead to lawsuits galore but it would be fun, wouldn’t it?

3. Be more truthful with how you really know contacts

At the moment you have to have been a ‘friend’ or a ‘colleague’ or have ‘done business together’ – come on, let’s tell the truth: I want to be contacts with x because ‘I want to ask him out’ or ‘she annoys me sooooo much but I love seeing the stupid stuff she posts online’ or I want to be contacts with x because ‘once me and him got super wasted and went to this strip bar and oh my God, it was off the hook!’.

4. Rate contacts

How cool would it be to give that dirtball you had to deal with last month one star? Oh, or that bitchy secretary that never passes on your messages? Also, LinkedIn rewards could also be given in lieu of real bonuses, a great tool for those stingy bosses during the holiday season: “I know you expected a bonus this year but look I gave you two extra stars! Merry Christmas!”

You may argue that all these suggestions would lead to animosity, fights, time-wasting and relationship break-ups - but surely that's what office life is all about?

Facebook, as cunning as a fox

Facebook, it seems, is as cunning as it is popular. It’s new profile changes have been welcomed by its global users but there might be more to it than a simple gift from Mr Zuckerberg.

As soon as the new profile settings were launched yesterday my wall was inundated with updates from friends who’d updated their personal information so as to fill the new profile bar.

On the surface it looks like a simple design change so as to offer up even more information and make Facebook even more accessible. Facebook says Facebook will now have “more ways to show and tell your story”. Thank you Facebook, we’re not worthy. 

But I think I am going to agree with @daveknox who has taken the cynical view to the changes. For him, the new profile switch-a-roo is a clever way of getting us to stuff our pages with sweet, sweet information ripe for the plucking.

The profile information is now top and centre and it will encourage people to keep updating. Mmmmm sweet information – music tastes, career paths, home towns, favourite TV shows, political leanings – great stuff Facebook can sell and take one more step towards taking over the world becoming even more awesomely awesome.

So is this all bad? One hand this info is out there, people have filled in their profiles, but now they’ll be inclined to do it more often. Also, our information – from who we vote for to what we bought last week – is recorded and sold one hundred times over so this isn’t new. But on the other hand this is Facebook becoming less cool and more, well evil. Facebook used to be an exclusive club but now it’s a bit like a corporate market research exercise and that’s a little bit sad.

Right, better update my profile….

Good tweeting is good dental care with rappers

After my first foray into Twitter, I have reasoned that most people are not yet sure what Twitter is for. I’m certainly not sure what Twitter’s for, but I know who and what I want to listen to, and right now it’s dental advice from GhostFace Killah.

Is Twitter a megaphone? Is it a handy alternative to group emails? Is a cheaper and equally personal version of a text message? It seems like it is a bit of all three from what I have been seeing – people giving each other online high fives, some people sharing an opinion, lots of shared links and ideas and some inane, boring chatter. It’s all a bit loud right now, it takes a lot to get through some of the noise and see the real interesting tit bits.

All I know is, right now I want to hear more dental advice from GhostFace Killah. Mr. GhostFace was one of the main members of the Wu-Tang Clan and it seems a vociferous advocate of good oral hygiene, well if some of his recent tweets are anything to go by:

and these:

and this:

And it went on, and on and on. Follow him @GhostfaceKillah and see for yourself, it's brilliant.

For me, Ghostface’s tweets ticked most of the buttons on ‘what to follow’: He was telling us something we all should know (he is right, we all should brush our tongues more), he was passionate (he obviously believes in brushing at least twice a day) and whether he was intentional or not, he was hilarious and entertaining. And do you know what? I will be brushing dat f*****’ s*** tonight to get rid of dat f*****' corroded bacteria.

Tweeters need to engage their followers and they need to tell them something or share something, otherwise it seems as though it’s just an alternative to texting, which is kind of boring and isn’t going to get the message out there. Ghostface Killah is obviously crazy and I’m pretty sure from listening to Enter The Wu-Tang he hasn’t got much in the way of dentistry qualifications but he did engage me and he has got my tick. I look forward to more of his tweets in the future.