Unearthing Another Reality
I’m usually not focused on writing about breaking news but being a regular user of Foursquare and then watching all the press and online noise yesterday about PleaseRobMe.com, I really started to think about open API’s, their possibilities, the good, the bad, and the bigger picture. While I’m not necessarily offended by what the PleaseRobMe.com guys have done (after all, we all have access to that data), it does remind us how a little creativity + ingenuity + behavioral data = influence. Regardless of how truthful or how it’s spun, we can essentially do whatever we want. I think the PleaseRobMe.com dudes used humor to reveal how ridiculous our assumptions are that we can just use all these tools so lackadaisically and believe that nothing bad could come of it.
It’s Just Data, Right?
There is a data collection procedure that they have done with small children when it comes to their exploratory behavior. I saw it on Discovery Channel years ago but I haven’t found a photo, video or article on it online yet. I will link out to it when I find it, or better yet if you know, send it to me and I’ll append it to this blog post and credit you with the find.
Basically, they would put a toddler in a big playroom full of toys. There would be a camera overhead in the center of the room. The child would also have a small concentrated red light affixed comfortably and safely to the child’s back on his/her shirt or overalls. For about an hour or so, as the child ran back and forth doing things, playing with different toys, hitting several different areas of the room every minute, the camera would capture the patterns of the child’s movements over a specified amount of time, drawing it’s movement patterns for the camera. Child psychologists would then analyze this crazy light pattern of movement to better understand attention spans and other developmental characteristics during playtime.
I think apps/sites like Foursquare are collecting the same type of data about adults and probably tech savvy teens too. I have two teenagers that are under my guidance with their data-enabled phones but it’s a little unnerving to think about how much easier it is now for the underbelly of society to learn about them. I’m not much of a conspiracy guy but there are some evil (and intelligent) mofos out there that see this kind of data as the framework for their silver platter of chaos that they can feast on to their heart’s content. API = Open book.
We Are A Giant Research Project
Think about all the sites and online tools that we love. Think about all those sites and online tools that we love and interact with often through multiple means that have open API’s. Think about the amount of data we are giving them about ourselves, friends and family. Just like when an MRI creates a 3D image scan of your noggin by collecting data, these types of sites are doing the same with your behavioral patterns and those you associate with. The funny (or odd) part about all of it is that we are voluntarily (and excitedly in some cases) providing this information to whoever wants access to it for whatever reason. More interesting is the fact that we are connecting apps like Foursquare to our Twitter accounts, which we sometimes connect to our Facebook accounts and other publicly available accounts like Tumblr, Identi.ca, etc.
Foursquare was designed to be a fun way for us to keep track of where are friends are (hopefully only the ones we truly trust), incorporating the fun/reward factor with badges, mayorship, etc. If you are diligent about using the app, it also is giving people an idea of what your daily routines are, good, bad, ugly and indifferent.
This behavioral data collection phenomenon is not just limited to Foursquare either. Think about all the areas now in which people make available data about themselves. MySpace, Facebook, Twitter, Flickr and the fairly recent wider opening of LinkedIn’s API channels can you give you all the info you need, a 95% heuristic view of a person’s life, just shy of physically hanging out with them in their own living room. If you are a social/tech guy like me using all these services, people can now know your name, your aliases/monikers used (47project for instance), your work history, your hobbies, your music interests, what you look like, your schedule, social and business affiliations and the convos you have within those circles…..all of this is pretty much excessible through API’s. They can also, after finding all that out about you, wormhole into your friend’s lists and find out all of those exact same details about them if they’ve posted it anywhere online. This is a really gnarly concept. The gnarliest part about it is that we are feeding it by choice. It’s not all bad but there’s awareness and responsibility that comes with the use of all these cool apps and sites.
Mindfulness
If you are like me at all, waiting hungrily on pins and needles for the next new social app phenomenon to grace your news feeds, so you can be the first to slam it onto your Blackberry, iPhone, or Android, plugging in your login creds, getting on yet another grid, remember that the more of these sites and apps you use, and the more info you choose to reveal about yourself publicly online, should be kept proportionately equal to the amount of vigilance and proactive awareness you should have about the possibilities of your data being used and/or misused.
Other Great Articles on The Subject
ZDNet: Please Rob Me: Ethical or not? [poll]
Mashable: Are We All Asking to Be Robbed?
CNET: The dark side of geo: PleaseRobMe.com
Information Week: PleaseRobMe.com Solicits Social Theft
Onward.

















Social Media & The Responsibility of Thought Leadership
Some of the most well known thought leaders currently in the social media spotlight [@BrianSolis, @SethGodin, @ChrisBrogan, @Britopian, @Mediaphyter, @AaronStrout and many many many many more] did not get where they are by doing only what has been known to work. They’ve always focused on pushing us outside of the traditional approach, existing marketing patterns, and evolving the marketing status quo, focusing on the understanding of human behavior, it’s place in business. If there’s a calculated risk opportunity presenting itself that maybe others haven’t seen yet, they’ll try it and discuss it publicly. These folks know that business won’t get better and advance closer to that streamlined revenue utopia we all strive for unless they go ‘this way’ while everyone else is going ‘that way’.
Succeed and Expand
While being a copycat can be traditionally considered the purest form of flattery, I think it’s important for social marketers to realize that in the online marketing world, imitation is only imitation and offers no real value to what we are all trying to do if that’s all you do. News comes and goes fast and the competition for something fresh is fierce.
So You Have A Mountain…
…of data at your finger tips that you’ve accumulated. After lots of trial and error, say you’ve learned how to target and cultivate a niche market. What now? How can you aggressively capitalize on that market and get even more niche, dissecting it into more detail so that you can execute even more effective campaigns and conversations? You will need to get creative in the way that scientists had to when they worked towards dwindling physical matter down to molecules and eventually atoms. In some cases where there’s a mountain, there is a mountain range. After going to the top of one and slamming your flag into the dirt, set up a functional camp of explorers to delve deeper on said mountain, and then you should start heading down hill and start your next climb on the adjacent peaks to see what lies ahead (figuratively speaking of course).
Be The Modern Day Lewis & Clark of Marketing
Social media for me has really been more of an expedition than it has been a job. I think it’s really easy to get mired down in the day to day, pulling the same old story of coming into work, checking out industry specific news and influencers, retweeting some cool stuff, having some convos with relevant and meaningful people on Twitter and Facebook, and then heading home to throw down a Guinness and do it for another hour or so before bed. While it’s important to recognize, acknowledge and maintain all the things you’ve discovered over the last quarter and even the last week, the successes should only make you hungrier for more ideas, new territories and new markets. Never stop.
The Personal Brand: The Balance of Give and Take
Lastly, social media is un-ending monster-sized manufacturer of the personal brand. It has given those of us that know how to promote ourselves, our talents, our hobbies, our lives and everything we do, as a brand. While I’d be an idiot that should be slapped if I produced “Rich Harris the T-shirt”, I’ve always had some inkling of narcissism in my hat. I acknowledge it. I roll with it. I embrace it. However, I am also very aware that not only does the world not revolve around me and everything I have going on, more importantly there is an amazing amount of value in what thousands of other people are doing around me. Their marketing and business ideas, their ambitions, are all extremely important to the big picture and the greater good of successful business and networking.
It’s a great thing for me to simply acknowledge that there are others around me, but as someone who is trying to shine in his own little bubble, it’s more important that I extend myself and elevate those folks around me who also have great (and hopefully even better) ideas than me as well as great ideals. Not to cater to my hippie side too much here, but it’s important that you pay very close to attention to the balance between 1. Giving back to social media, business and marketing and 2. Building your own legion of followers. In my opinion, your value is absolutely and ONLY equal to the amount of value you place on others and how much you lift them and their social capital up. In this life, you get what you give and I believe that couldn’t be more true in marketing and business. The social information age is the perfect time and place to do it.
Part of your priority menu as a social marketer should always be finding people that are smarter and better at what you do than you are……and sharing their thoughts and leadership with others.
Other sources…
Digital Marketing Today: Leverage Social Media to turn your Thought Leaders into Sales people
Redmond Channel Partner Online: Become A Thought Leader
Thought Leadership Times [blog]
[Image Credit: Paige's Arting & Scribbling Blog]
Onward.