Author Archives: Rebecca Snyder
I can’t believe I am making my final blog post of this semester! I came into this semester not sure what to expect and I found that I was pleasantly surprised as I enjoyed the course content very much. It lent itself nicely to my current job – selling Pearls on Facebook Live videos. I felt an advantage as I read through the course materials and was able to remember much of the growth of technology over the last 20 years.
The final paper has been a challenge for me – mostly because I am not employed in the field of technical communications right now and I struggled to find a good topic that also interested me enough to write about for over 15 pages. I finally landed on the topic of student preferences for printed texts vs e-texts and why we should, as online students, choose to adapt regardless of our preference.
Here is the abstract of my paper:
As technology has advanced over the last 20 years, college students have found a world of opportunity at their fingertips via online courses that can lead to varying college degrees and online certifications. However, as students are entering, or returning to, college life through online courses, many are finding that the delivery of online course materials through Portable Document Formats (PDFs) and electronic textbooks (e-texts) does not fit their learning preference for printed textbooks. This paper discusses how universities have been driven to the e-text alternative due to costs and convenience, shares my personal struggle with e-texts as an online graduate student, details challenges that some college students enrolled in online courses may face with electronic delivery of reading materials, and reports previous research that suggests a general, overall student preference for printed texts over e-texts. It also evaluates the need for students to build the skill of adaptability and suggests ways that online college students can adapt to using e-texts without sacrificing their preferred learning style.
As I framed this paper, I had all intentions of discussing the disdain I had for e-texts and recommending that colleges consider students’ preference when assigning a text. Then I found this article: The Definition of Adaptability in the Workplace. It changed my entire way of thinking! According to author Neil Kokemuller, “Adaptability is a sought-after job skill as employers increasingly rely on flexible job descriptions and rotate employees into different roles. Your ability to adapt to changing situations and expectations makes you more valuable to a current or prospective employer. It also makes you more equipped for a variety of career opportunities…Adaptable workers find more employment and promotion opportunities because many people lack these critical skills” (Kokemuller, 2016).
Why do students attend college if not in order to best prepare for their future? College students can adapt to being assigned reading material from an e-text in online courses when that medium may not be their preference – and that will be GOOD for them! It is imperative that we, as students, realize that technology is not going to stop advancing. Our employers will not always cater to our preferences, so why should our universities? Being adaptable is a great quality in an employee and in a student!
Charles Darwin said, “It is not the strongest of the species that survives, nor the most intelligent; it is the one that is most adaptable to change.
Thank you Dr. Pignetti for a wonderful course and for all of your help and feedback on my final paper. Thank you classmates for your responses throughout the semester to my blog posts and for such great discussions! Have a blessed and wonderful Holiday and I hope to see some of you in my next course for the MSTPC program in January (User Centered Research).
Research Participant Lens
During my senior year in college, I worked with the electronic company, Magnavox, as a human participant in several research projects they were conducting to get a better feel for what their audience needed/desired with regard to installation instructions. In each instance, I would be put into a room, alone, with their boxed product and asked to simply set it up based on the instructions in the box. I was also asked to make edits to the instructions that I felt would help me, the user, to understand them better. At the time, I was in it for the $100 paycheck I received after each task was finished. However, looking back I realize that I played an important role in their consumer feedback!
In Chapter 8 of “Digital Literacy for Technical Communication” (Spilka 2010), author Ann Blakeslee discusses the subject of, “Addressing Audiences in a Digital Age,” by conducting five case studies with technical writers from three different companies.
The findings from the five case studies, as a whole, support a problem-solving and contextualized approach to audience in digital environments in technical communication. In particular, they suggest that while technical communicators may not know their exact audiences, the complexity of the product and the typical environments in which the product is used provide them with guidance in understanding their prospective readers. Digital audience adaptation, therefore, requires a problem-solving approach that allows writers to identify and analyze their audiences and to learn about their audiences’ contexts and uses for documentation (p. 204).
Her research showed that, “writers have always used a set of heuristics and strategies for learning about their audiences and addressing them specifically. (Her) findings support the continued use of such heuristics and suggest some specific ones for learning about and addressing digital audiences…some of (which) depend on or are facilitated by digital technologies.” These include:
- targeting specific users and situations as a way to respond to and address audience needs;
- developing personas;
- Interacting with users;
Returning to my experiences with Magnavox, I can see that they put the first heuristic into practice. However, the last three were not applicable/necessary. Once I began my work of assembling and wiring the electronic devices, I was left alone (watched through a two-way window) and no help was offered. I also did not receive any response to my feedback from those conducting the experiment. As a matter of fact, I was instructed to put my feedback in a box on the table and leave the room when finished. I picked up my check from the receptionist on my way out. My only “response” from Magnavox was when I was contacted and asked to participate in the next round of research (I always assumed that meant I did well and my feedback was helpful).
Looking through this lens, I see the importance of giving feedback as a customer. I like the idea that my voice will be heard, and more so, that someone may actually be listening.
Technical Writer Lens
Just a year after my research work with Magnavox, I began my own career as a Technical Writer for the small water heater company that I have written about several times this semester. At that time, we didn’t have online documentation (2001), but as the writer of their print documentation, I often felt the need for audience feedback. Much like Blakeslee’s case study writers from Tax Soft and Secure Net, my company prevented me “from having direct contact with…customers” (p. 208). Most of my feedback came from the customer service representatives who would field calls from the (usually irate) customer and pass it down to me. As case study participant, Amanda, said, “…we have to deal with it after the fact and so basically we have to find out from other people that we failed in order to succeed later” (p. 209).
I am not sure if I have shared this before, but my husband currently works for this company at which I was employed in 2001-2002. It is no longer the small water heater company it once was as it was purchased about 10 years ago by the largest water heater manufacturer in the world, and now employs eight technical writers across the United States. My husband is the Engineer/Manager to which the four writers at his facility report. Of course, him being the “boss” keeps me from being able to return to work there as a technical writer (can you even imagine working for your spouse?), however, it also allows me to stay informed and have insight on the way things have changed since I worked for them as their only writer 16-17 years ago. In discussing this chapter with him, I asked whether the company had gone to any kind of digital communication. He told me that they have, but only in the form of a searchable PDF file of the use and care manuals and installation instructions on their website. None of those are set up in a way where the “user can access and go directly to the parts pertaining to them” (p. 205) or use them as “walk-throughs” (p. 206). My husband also sits on the board and is acting Chairman of the ASHRAE (The American Society of Heating, Refrigerating and Air-Conditioning Engineers) committee, and, with further questioning, he reminded me that the safety standards (such as ANSI and CSA) require that certain warning labels pertaining to appliances be visible at all times in a written format. That means that the documents cannot be easily taken apart and sectioned in a type of digital, click-what-you-need format. If the information appears without a certain safety label in close proximity, the company stands liable should any harm be done or death occur.
While my husband’s company does not put a lot of written literature online due to standards issues, they do produce instructional videos such as this one A.O. Smith Water Heater Pressure Relief Valve for consumers looking to better understand or make small repairs to their water heater. In fact, they have an entire website dedicated to water heater education called A.O. Smith University. They also have a section where they do live, recorded videos and they allow customers to text them questions during the show to be answered live. Not exactly top of the line in digital literacy since the customer would have to know when the live show is being held and tune in at just that time to have his questions answered, but it is a start.
Looking through this lens, I see the challenges some companies and writers face when trying to keep up with the ever advancing technology and digital literacy.
As a consumer in the digital world, I like instant gratification. Last week, I received an automated text message at midnight that I was almost out of data on my cell-phone. How can that be? The bill just cycled! Several years ago, I would have placed a phone call to my cell phone provider the next morning and discussed the issue/options. However, for this instance, I grabbed my iPad at 12:04 am and went to the Verizon app where I instantly began an online chat with customer service. The representative was able to direct me to the portion of the app where I could see my usage where I realized that I had done a 5-hour live Facebook video the night before while on data. OOPS. Regardless, I chatted with him for over an hour while watching Criminal Minds on Hulu and painting my fingernails. I also made a bowl of noodles and called (loudly) for the dog who went outside at one point and hadn’t returned. As the consumer in this situation, I preferred that hour long chat to a 15-20 minute phone call because it was convenient. At the end, I received a customer satisfaction survey. I marked each item accordingly and went back to watching my show on Hulu with a new, unlimited data plan for my next oopsie.
Looking through this lens, I certainly appreciate a heavy online, night or day, presence from the companies with which I do business. I see the importance of understanding digital literacy and of a company putting it into practice.
Since I have been out of the field of technical communication for the last 15 years, this week’s readings framed my understanding of some of the changes that have taken place since I left. It seems there has been a major shift to all things digital. While I have no work experience in the field to share and relate to this week, I did find that I was able to relate my direct sales experiences to those of my mom 25 years ago. Much has changed, and the shift has seemed natural and easy. As a matter of fact, I am quite thankful for many of the changes and I am beginning to see that, while I have not been a professional writer over the last 15 years and I have not had experience with the changing publishing software, I have certainly kept up with the changes in digital and social media by virtue of simply keeping with the times.
Twenty-five years ago, my mom decided to begin selling Mary Kay Cosmetics on the side to supplement the income from her full-time retail management job.
I was fourteen and she would often enlist my help in handwriting her party invitations that she would give to friends in the mall where she worked. She personally handed out each invitation and answered any questions the guest may have. She also asked that each one RSVP if they planned to attend. The night of the party, she would usually have each person that RSVP’d show up, occasionally with a friend, but not often. In the end, she had a small circle of friends who purchased their make-up from her. After a few years, she lost interest in the business and became more active in her full time career and that was the last I heard of direct sales until I was an adult, married with children, who had decided to put my career on hold.
As soon as I entered the world of direct sales, I knew much had changed since the days of helping my mom with her Mary Kay party invitations. My business is done almost completely online. My invitations are events that I create on Facebook through my business page and share with my customers or give to my party hostesses to share with their friends and family members (see section “More on Facebook Events” below for my thoughts on this aspect). My actual parties are done via my phone camera and broadcast as a Facebook Live video. Gone are the days where my mom would spend hours cleaning the house and baking treats for her Mary Kay guests. I go into my office, put a photo screen behind me to block out any mess from the day and keep my video background clean and focused, and hit “go live.” I am also not limited to an audience of my friend circle and their friend circles. My reach extends across the US as people share my video with their own Facebook friends and family. While I find myself having some nostalgia for the “old way” and that “personal touch,” I admit that my business is much more successful than my mom’s because I am able to reach so many more customers due to the way I use social media to conduct my business.
I am also constantly looking for ways to use social media more effectively for my business. As things continue to change in the world of technology, I often find that something that “worked” for me last month has stopped drawing the same response or interest. That is when I go searching for answers online. Check out this blog post I recently found: 42 Facebook Post Ideas from Businesses Who Know What They are Doing. Fellow Students – I think it could also be helpful as we begin to write our final papers for this course.
More on Facebook Events
Facebook Events seem to be the social media preferred way to invite people to do almost anything. It is simple in that the host just creates an event, fills in the details, and invites most of their Facebook friends list with the click of a few buttons. To see just HOW easy, check out this quick YouTube Video on How to Create a Facebook Event. The drawback? Those invitations have lost that personal touch in a way that seems to be affecting the outcome of the event. While wedding and graduation invitations are still sacred and more personal (usually snail-mailed), I receive about fifteen invites on Facebook each week to join a direct sales online party, to come to a friend’s child’s birthday party – even to attend our family Thanksgiving dinner!
In chapter 4 of Spilka’s “Digital Literacy for Technical Communication,” authors Salvo & Rosinski discuss Johnson’s (1998) research and ask us to,
“Consider memos, parking tickets, wedding invitations, white papers, and reports for decision making: each of these genres carries part of the message in visual design and physical presentation. The design indicates a range of possible responses to the text. One can accept or decline an invitation…Johnson reminds technical communicators of the power of inherent design and presentation: while innovation is possible, it comes at a cost. Innovative documents man not carry with them clear boundaries for readers” (p. 108).
This paragraph resonated with me especially as I considered the part about how, “One accept or decline an invitation…” (p. 108). Facebook events are so impersonal and so generally disregarded by most people that, often, invitees will click “maybe” on an event and never show up.
Maybe they never intended to show up, maybe they had some interest and lost that interest before the event, or maybe they forgot. Whatever the case, Facebook events are notoriously inaccurate when it comes to any kind of RSVP or guest count abilities.
In my business, I will create an event for my customers who wish to host a party. That event links me with their friends so they can invite and I can share what this party is all about and how they can go about shopping. While this method of inviting is convenient (most of my hostesses live across the country), they aren’t always the best method when it comes to getting friends interested and to actually attend the Live party. So many hostesses will complain after the party, “My friends said they were coming and only x showed! I can’t believe it!” Well, I can. It happens every time.
Another ongoing issue with Facebook events is that sometimes the invitees never see the invitation. Recently, a dear friend invited me to her son’s birthday party via a Facebook event. I never saw the invite. She called me a week after the party saying that they missed me and I was totally clueless. Technology is awesome, but nothing beats getting a small, hand-written birthday party invitation in the mail. It shows me that I wasn’t an afterthought to my friend – or part of her, “I’m in a hurry, click, click, click” guest list, but instead I am a treasured friend for whom she made time and gave an effort to invite.
While I am appreciative of technological advancements for business purposes, I wish it wasn’t also taking over in regard to the way we communicate with true friends and family. Where are we going to draw that line?
This week’s reading was very nostalgic for me! During the last semester of my senior year of college, I began an internship with a software company where my role was to work with RoboHELP to develop online help for their medical software. In May of 2001, I graduated with my Bachelor of Arts in English with a focus in Technical Communications and went to work within the next three months as a Technical Writer at a small water heater manufacturer in Tennessee. I was quickly trained on using Freehand10 to create and edit their use and care guides and installation manuals. During this same time-frame, I had a local bank contact me and offer a freelance project to re-write all of their training guides.
I remember recommending Macromedia Freehand10 and they actually purchased the software and I did the work transferring all of their documents in the new program. I cringe a little now when I think of that. I was new to the field, and I had no idea how much software would change over the next decade. In my defense, Freehand10 was a great program for layout and design work when compared to their previous software choice, Microsoft Word. It made page layout so much easier by having each part in an easily movable “box” – text boxes, photo boxes, etc. It eliminated that (still present) issue with MS Word where everything adjusts itself to the next page the second you close and re-open or print the document. In “Digtal Literacy for Technical Communication,” Chapter 1 writer Saul Carliner says that, RoboHELP was… “later sold to Macromedia which was sold, in turn, to Adobe” (Spilka p. 37) Today, Macromedia Freehand10 is a thing of the past – and had been replaced by Adobe inDesign – at least at the water heater company where I first learned the ropes of Freehand10.
Failure to Evolve with Changing Technology
In 2003, I put my career on hold to stay home with, and later home school, my two sons. The oldest graduated in 2017 and the youngest will follow in 2022. As I begin to consider re-entering the work force in my field, my biggest worry has been whether or not I will be able to learn the new technology. Last year, when my oldest graduated from our home school, we participated in a co-op style graduation ceremony with a local home school group. Because of my background as a tech writer, I was asked to create the graduation programs using inDesign and get them sent off to the printer. I was able to get a copy of inDesign and I set to work – only to realize (very quickly) that my learning curve was going to take a bit longer than the time I actually had to reach the deadline on these programs. I had to ask a friend who works in the field to do the layout for me and then I was able to plug in the photos and information. It was disappointing to me and added fuel to my fears of whether I am going to be able to survive in this field given how much the technology has changed over the last 15 years. Initially, I chose to work toward my masters degree in hopes that I would somehow get back up to speed with regard to technology as well as everything else. Unfortunately, that has not been the experience thus far. “Digital Literacy…” Chapter 2 author, R. Stanley Dicks says,
For academic programs in technical communication, a primary issue is the extent of training they need to provide. Most academic programs have limited resources to purchase costly publishing software; especially prohibitive financially is complex enterprise software like content management systems. More significantly, the purpose of an academic degree is to serve the student for decades after graduation by providing durable skills and knowledge. Technology skills and knowledge are perishable, often outdated within five years. On the other hand, employers expect students to develop skills with publishing technology as part of the education process, so avoiding technology altogether in the academic curriculum is not an option. Each program has to find its own balance (Spilka p. 47).
Distance education has made it even more difficult for students (like me) to learn technology skills as part of the education process as it is impossible for me to utilize any of the software that may be available on the UW Stout campus because I am in Tennessee. Likewise, it would be quite costly to purchase a personal copy of each software that I may want to learn, and, as I found out quickly when trying to work on the graduation invitations, difficult to teach myself these new programs. I hope that employers will take this into account as I return to the work force and allow for the training I will need to get technologically up to speed. The good news is that I have stayed current on using technology when it comes to e-mail and social media, and I do tend to learn new programs easily when I have the time to “poke around” with it.
A Whole New Way to Work
In his section on “Distributed Work,” R. Stanley Dicks says that, “Improved communication technologies mean that workers can collaborate without being co-located (i.e. without being in the same physical space, such as an office” (Spilka p. 73).
In the early 2000’s, when I was working in the technical communications field, the idea of “working from home” was not quite yet available. Although my company had considered this and was beginning to consider the idea, technology had not yet advanced to the point where my they felt comfortable allowing it just yet. Now, my husband works for this same company as an Engineer Manager and he often holds meetings with company executives across the globe. He went into work at 6AM last week so he could have a teleconference with the folks in Japan! Had this been an option to me, I may have never had to put my career on hold to raise my kids; perhaps professional parents in 2018 can now have the opportunity to simultaneously do both!
In this week’s readings, I made a connection between Howard Reingold’s talk of “Net Smart,” Scott Kushner’s article, Read Only, The persistence of lurking in Web 2.0, and my personal business – specifically my Facebook Live Videos. Kushner says that, “…Consumer habits research reveals that a wide swath of the social media user base lurks: these users read, watch, and listen to content, but they do not contribute any of their own.” Reingold reminds us of these “invisible audiences” of which we must always be aware (p.235). In my business, I am acutely aware of the invisible audience or the lurkers. When I hit the live button, I can literally watch my viewer count go up and down throughout the live show. Often I will have lots of conversation moving in the thread, but it will be the same handful of people responding to me and corresponding with one another during the live video. I may have 40 viewers, but only 10 people talking. And of those 40 viewers, very few will remain constant throughout the video. Many will click on and off of the video to do other things on the internet (or offline); some will simply tire of the live video content and leave prematurely. Lurkers may feel unsure of what is going on in the video and prefer to watch quietly so they do not ask any questions that seem silly or insignificant. I have built a group of viewers that are very accepting of new faces, but that have also gotten to know one another on a personal level and that choose to Facebook friend one another outside of my videos. I am sure that can be intimidating to those who lurk – but I count on the interaction between those connected viewers during my lives!
Why I Work to Increase Viewer Interaction – and How
Facebook operates on a series of algorithms and one of those is that live video interaction/participation directly correlates to how much exposure Facebook gives your video. Kushner says, “At the end of the day, it is still the eyeballs that matter to Facebook. In this case, participation becomes ornamental, and the forms of easy participation that today serve as gateways to increased participation may sink into platforms’ ever more sophisticated boxes of content-targeting tools.” Reingold says that, “if you tag, favorite, comment, wiki edit, curate, or blog, you are already part of the Web’s collective intelligence” (p. 148). Later, he reiterates, “Participation can start with lightweight activities such as tagging, liking, bookmarking…then move to higher engagement…” (p. 249). While I realize that people have many reasons for only watching (or lurking) on my videos, I try to stimulate these passive forms of interaction by often calling on my viewers to click the hearts when we open an oyster. I may say, “Give *insert name* some love and let’s see what color she gets for that gorgeous Caribbean Shore bracelet! Start those hearts!” Sometimes even the most passive lurker will add to the anonymous heart collection. Likewise, I discourage mad faces and my admins will block people who come onto my videos giving mad faces as this is often a tactic of trolls to get their buddies onto your videos. They, too, know that interaction drives up viewers.
As an extension of my live videos, I run a VIP Group for my customers/viewers. Joining is completely up to them – I do not put them into this group myself; they must request to join. During days that I am not live, I (or my admins) will put up interaction posts – for the sole purpose of eliciting interaction from my group. It is a tool to keep my followers interested in me and what I am doing; I am showing my active members that I have not disappeared just because I am not on a live party. I am also working to bring my lurkers out of hiding (on the live videos) by getting them more comfortable in the VIP group first – as it has proven to be a less intimidating, slower-paced setting. Here is an example of an interaction based post that was amazingly successful! You likely see these all time on Facebook whether in a friend’s feed or on a business page.
And notice that, just as Reingold suggested, I am not only asking my customers to participate, but I am showing a “reciprocating cooperation” (p. 149) by responding to each comment they make on my post, in some way. I am furthering the interaction by interacting back. I never realized how important that small detail was until I joined the VIP page for a very successful make-up gal. She would ask a question and hundreds of people would respond, but she never uttered a word. It was obvious that she was not trying to connect with us but simply working to keep the algorithms ever in her favor. It is a delicate dance to make Facebook like you by keeping your viewer responses up while also making sure to not seem like you are posting ONLY to keep your viewer responses up.
My Rule Looks a Little More Like 60-20-20
Kushner brings up Neilson’s work on participation inequality and his idea of a “90-9-1 rule” and describes it as being “where 90 percent of users lurk, nine percent ‘contribute from time to time’, and merely one percent ‘participate a lot and account for the most contributions.'” In my personal experience, I have more of a 60-20-20 rule. 60% of my nightly viewers tend to hop off and on all night, never speak, and mostly just help to make up my viewer count. 20% of my viewers actively participate by commenting on the pearls during my live videos and placing orders with me which forces them to speak in the live feed as they choose their oyster and answer any questions I may have about their order. The other 20% are my tried and true viewers. These are the core of my business as they are the ones who will share my videos often, talk back and forth to one another, click the hearts for me if they see the viewer count go down, open an oyster to get the party going, and purchase from me almost nightly. These are the people that I count on completely. If you average that out – I keep around 40 viewers per night. The math says that 24 of those viewers are passive lurkers, eight are contributing from time to time, and eight count for the majority of the contributions.
A Little Appreciation Goes a Long Way
After reading “Net Smart,” I have realized that I am doing a lot right in terms of networking. I have always found that the best way to increase participation on my videos and in my group is to give my viewers and customers a reason to interact. The simple/fun posts help keep the thread boosted to the top of their news feeds and thus keep my VIP group in the forefront of their minds even when I am not live, but that is not enough. Reingold says, “Small talk nourishes trust. Trust lubricates transaction” (p. 251). I allow and encourage my customers to connect with me on a personal level by sharing parts of my life with them. It makes me “real” and thus helps to establish trust with them. For instance, I have talked on my live videos about my oldest son moving away and how hard that transition can be for me at times. I also share my accomplishments with them – making sure to let them know that my business accomplishments could not happen without them! For example, I recently received a gift from my leader for having sales of over $250,000 in 20 months! That is their accomplishment as much as it is mine!
Just as they celebrate my triumphs and tragedies, I celebrate theirs. Some of my customers know that I am a Christian and they will ask for prayers in the video. Many keep in contact with me via Facebook messenger and some have sent me friend requests on Facebook. I try to make sure my interactions are not just organic reach but are personal and connected. Most importantly, showing customer appreciation is key! A little bit goes a LONG way to keep customers coming back and loyal. We all need to feel valued and appreciated.
Social Media is more than just a distraction to some. The reading this week made me really step back and evaluate myself with regard to my own level of distraction caused by my response to the notifications from social media and e-mail. I spent and entire day being acutely aware of my habits in a way that I had not previously, and here is what I discovered: I am a social media addict with unchecked OCD!
Each morning, my alarm sounds (on my phone) 15 minutes before I have to get out of bed. This is purposeful because it allows me to silence the alarm and spend those 15 minutes waking up while scrolling through my e-mail, text messages, missed calls, and of course my Facebook business page/messages. I have been known to stay in bed doing this for 30-45 minutes, often missing my opportunity to shower and beginning my day with a coating of dry shampoo and body spray. On days when I do have time for my shower, I take the phone into the bathroom with me and will often prop it against the wall at the top of the shower so that I can be sure to not miss any important messages or phone calls.
When I am out of the shower, I check my phone again for the temperature and the daily weather so that I can get dressed accordingly. By then, it is usually time for me to wake up my youngest son to begin his day (we home school). I often Face Time him as his wake up call, you know, to save those 10 steps I would make to his bedroom.
I spend the remainder of the afternoon as a slave to the pings and bings of notifications. If I am waiting on an important call or email, I find my (actually diagnosed) OCD pattern of checking every few minutes rears its ugly head. I will admit that, often, this pattern does not change when I am in the car driving. In his book, “Net Smart,” author Howard Rheingold notes that, “Texting while driving kills…(and) the fact that anyone would risk life and limb for an LOL is a clue that something about texting hooks into the human propensity to repeat pleasurable behaviors to the point of compulsion” (p. 45). ACK! He is right! Try as I may over the years of driving with my son’s in the car and teaching the boys to drive, I still can’t say that I am 100% cell phone free while driving.
My brain knows I need to be, but something almost uncontrollable begs me to check that phone at every ping. And, turning the volume off doesn’t change that desire to check. In fact, it almost sends it into hyper-drive as I worry that I have missed something imperative!
Most evenings I work my business by doing online Facebook parties to open oysters and sell jewelry. During this time I am totally plugged in – working while checking a barrage of private messages, keeping up my online presence, and reading/responding to live comments as they come through my feed.
To finish my day, I lay in bed and scroll through Facebook or read articles online that interest me until I get tired enough to fall asleep. I can’t even speak to how many times I will be reading through an article or a friend’s Facebook timeline only to find myself in the circle of links and clicks that lead me to chase a white rabbit down the social media rabbit hole. If you aren’t sure what I mean about the rabbit hole, here is a great article I read recently after a night of chasing that rabbit for about 3 hours: Following the White Rabbit Down the Social Media Rabbit Hole
Fine Tuning my CRAP Detector
In Chapter 2, Rhinegold points out that, in order to be smart in our use of the internet, we must learn to filter out what is true and what is false. Rhinegold says, “Don’t refuse to believe; refuse to start out believing. Continue to pursue your investigation after you find an answer. Chase the story rather than just accepting the first evidence you encounter” (p. 78). I am going to take a second here and get really personal in an attempt to give an example of a broken “CRAP detector” (p. 89) and the toll it took on my quality of life for over a year. I mentioned above that I battle OCD. My OCD doesn’t come in the form of counting or repeating steps for fear that something bad will happen. My OCD presents itself with health anxiety – I am a hypochondriac when I allow my mind to take off in whatever direction it chooses. Rheingold assures us by saying, “What person doesn’t search online about their disease after they are diagnosed?” After my youngest son was born (15 years ago), I went through a severe bout with my OCD/hypochondria where I determined from Dr. Google that I was dying from a brain tumor. I lost a good year of my life with worry and anxiety, but I was too afraid to see a doctor or mention these concerns because I just knew I could not handle a horrible diagnosis in my fragile mental state. According to the internet, I had every symptom. I was dizzy, I felt my speech was stumbling and slurred at times (even though friends and relatives had no idea what I meant and had not seen/heard any issues when speaking to me), occasionally my vision was blurry and I was experiencing flashes and floaters. I was feeling like I was in a memory fog and often felt clumsy and off balance. I often would run to a mirror and stick my tongue out to see if it went straight down or off to the side -Google told me to try that. Unfortunately, Dr. Internet failed to tell me that brain tumors generally affect one area of the brain at a time. So, if I had blurry vision caused by a tumor in my brain, it would be located behind my eyes (most likely) and symptoms would all be related to that one tumor in that one place. A tumor behind my eye would not cause me to have slurred speech, a foggy memory, or to lose my balance unless, of course, it was metastatic. It took me a year and a Lexapro prescription to tune my crap detector enough to realize that I had been feeding my unfounded fears by seeking worst case scenario CRAP on the internet. I am happy to report that I continued with that Lexapro prescription and I no longer live my life in fear of dying from whatever Google diagnosed illness I may have.
Working to “Hit It Big”
In Chapter 3, Rheingold begins to discuss meaningful ways that we can participate in social media. Because social media is such a great tool in my business as a network marketer, I can’t just decide to unplug completely. Instead, I can make small changes to the way I operate on social media (perhaps beginning with locking my phone in the glove box when I drive). My inital interest in this graduate course came from my desire to learn how to better present myself online and how to be intentional in my participation on social media. Reingold reminds us that, “The good news is that learning to participate effectively online (like learning attention and crap detecting skills) is a matter of mindset and practice – and the payoff can be big. Knowledgeable online participation can help you land a job, find a mate, organize a movement, or sell a product or service. As citizens, professionals, and consumers, we hit it big, manage to get by, or fail utterly in large part because of our ability to connect and converse with others by way of digital networks…” (p. 114). I am ready to do what it takes to “hit it big!”
In this week’s readings, we take a look at how social media has changed and, in some cases, re-defined the role of a Technical Writer. I thoroughly enjoyed reading through the research collected by Blithe, Lauer, and Curran in their article, Professional and Technical Communication in a Web 2.0 World. They point out that the job title of “Technical Writer” seems dated in this current Web 2.0 world, and the authors quote Bernhardt (2010) in saying: “Our graduates are getting jobs, but it is becoming ever more difficult to say just what kind of jobs are out there and what kinds of skills they demand” (265).
I graduated with my Bachelor’s Degree in English with a Technical Communications concentration in May of 2001. My first job out of college was a Technical Writer position with a local water heater manufacturer. I was the sole writer at the time as the position had been created not long before I came on board and had only been filled prior to myself by a graphic design/CAD operator who had some writing aptitude. I recall applying for positions and many companies having absolutely no idea what a Technical Writer was or what I could possibly do for their company. I can’t even count the number of times I was asked if I was, “some kind of secretary.” To say that our field has progressed by leaps and bounds since then is an understatement and, perhaps, social media has played a role.
Some of the data that I found most interesting from the Blithe, Lauer, and Curran study was that most writers responding to their survey seemed to be under the age of 40 and the authors, “…admit that the survey results give us a more reliable picture of what younger alumni are doing, and a less reliable picture of what older alumni in advanced positions are doing” (270).
So, what does this suggest for someone like me – someone who graduated in the field 17 years ago, took a great deal of time off, returned to graduate school, and will graduate and return to the field in the next few years as someone in the over 40-years-old category? While I feel that my current job with Vantel Pearls has helped me to gain some social media skills and aptitude, I question whether it will be enough – or whether I will be skilled enough in the advancing trends in social media to prove competitive with my younger colleagues vying for the same positions. I had better get to work learning these social media nuances!
But – Where is this Headed for the Social Media Illiterate?
In her article, Using Social Media for Collective Knowledge-Making: Technical Communication Between the Global North and South, author Bernadette Longo states that, “We in technical communication applied our expertise in what Maggiani (2009) described as ‘one-to-many’ communication” (p. 23). “In contrast, …Maggiani argued:
In a social setting, the skill set of the technical communicator grows. The ability to successfully apply these skills, however, become more transparent. Ultimately, though, while the line of authorship blurs, content would become richer, deeper, more useful, and would include multiple ownership or collaboration. A collaboration through social media, properly undertaken, results in the truest form of audience-centered content” (p. 24).
During my time as a technical writer for the water heater manufacturer, we went through an issue where I was only receiving feedback from the engineer and the voice of the user was not being heard when it came to the manual design and content. We tried bringing in representatives from the customer service department to help bridge the gap, but it never was quite enough to make the voice of the people fully heard. I left the position in 2003, but a few years ago, they decided to use social media to allow customers to give feedback on the usability of their current manuals. Much has changed since this was done and the manuals have become much more novice user friendly with actual photos (rather than CAD art), larger print, online access, etc. – check it out: Residential Electric Water Heater Manual – Photos/online. While this social media outreach was successful, some voices were still not “heard.”
Longo speaks mostly to the way that social media is not available to everyone around the world (in developing countries) the way that it is here in the US. But, she fails to mention that many people in the US still do not have access. I know families in my area who still live “too deep in the woods” or “too high in the mountains” for internet providers to be able to connect them to a line – or cell phone tower signals to be able to reach their remote locations. Then we also have to consider age as well as expense when it comes to constant connectedness. My mom is almost 70. She has a cell phone but feels she can’t afford monthly internet access on her fixed income. She doesn’t own a laptop or PC and she uses her cell phone date for anything she may want to do online. While that does mean that she is “connected,” she does not have the benefit of a a large screen or keyboard, and some companies have very unusable mobile websites. As social media takes center stage in the lives of the current generations, some in the older generations are being left behind. My momma would much rather make a phone call or go by and visit someone than to go find them on social media or send them a personal message through the messenger app. As a human, that matters to me. When we are discussing peoples’ “voices being heard,” I don’t like to think that we are phasing out the elderly and the poorer people and nations.
I suppose you could say that, in my advanced age, I am accepting change a lot more slowly than I once did.
In chapter 9 of Mary Chayco’s book SuperConntected: The Internet, Digital Media, & Techno-Social Life, the author discusses the subject of “constant availability” with regard to digital and social media connectedness. Chayco says, “People who live in tech-intensive societies can come to truly depend not just on digital technologies, but on the convenience they afford” (p.183). She quotes an interviewee of hers that said, “The pro-side is I’m available, and that is the downside, also” (p. 183).
Fortunately, and unfortunately, this rings true for an online, social media based business as well. If I need to contact a local store, someone at the post office, or even a restaurant, I have to wait until they are open again for business. For instance, yesterday (a Saturday), I visited my son and found that the cat he recently adopted from the Humane Society is having some sneezing. Of course, I wanted him to take her to our veterinarian for a check-up. Unfortunately, the vet we use does not open again until Monday morning. Considering that sneezing is not a medical emergency, there was no warranted reason for him to take her to a special 24-hour Emergency Vet Clinic. So, alas, we will call on Monday.
My online business operates much differently. One might say, I am always open – even though my hours are clearly posted on my website.
My posted hours do not stop customers from messaging my business page AND my personal page all hours of the day, every day of the week. …And, I am guilty of doing the same.
My son and I decided we wanted to get similar tattoos recently. We knew that the tattoo shop was closed at 2am when we were discussing this idea, but that did not stop me from contacting the shop that came most highly recommended (by my local Facebook friends) via private message (yes, at 2am) and asking about availability for the next day. To my surprise, the reply came almost instantly with the tattoo artist who was available to do our artwork and what time we should plan to show up as walk-ins. And, when we showed up that next morning, the owner remembered our message and got us right in for our tattoos.
As users of 24/7 social media, where do we draw the line? Or better yet, are most even aware that they could be crossing a line? An argument can be made that, anyone who does not want to be contacted outside of business hours can simply ignore the messages until they are back “in the office.” However, as simple as that seems, Facebook has made it complicated to ignore a message. It dings, it sits in the notifications and haunts us with that little red number at the top of the app letting us know that we have UNREAD MESSAGES, and, if that isn’t enough, Facebook also shows our customers that we have read the message by having our little profile picture circle move down the message thread. No denying we received it – or even what time we read it! Thanks Facebook!
I suppose the worst that could happen is that I lose a customer for not responding quickly enough to a message she may feel is urgent enough to send at 2 am. For some businesses, that probably would not matter as they have many customers and many more to come. In my smaller customer base (around 400 buyers total), it takes each one to make this work for me. So, I truly can’t afford to lose even one customer – and I find myself jumping through hoops and answering messages as quickly as I receive them, even if that is in the middle of the night. Chayco speaks to this and suggest perhaps it is not the fault of digital technology. She says, “Keeping up with a flood of stimuli and information can be challenging and burdensome. Tasks may start to snowball; people can feel they need to work and/or be digitally connected day and night, lest they fall behind the curve…but…these stresses are not caused by digital technology us. In fact some of these stresses are simply the ‘cost of caring'” (p. 191).
Before I discuss crowdsourcing and its necessity in my social media based, direct sales business, let me give a bit of background. I work for Vantel Pearls as an independent consultant and team leader. This company began as an in-home party sales company much like Tupperware or Thirty-One Gifts. However, with Facebook’s invent of the Live Video Streaming feature, Vantel Pearls consultants began to take their parties from the living room to the live video platform, thus allowing them to reach an audience well outside of their local social circle.
During my live videos, the customer makes a purchase, selects the oyster they would like to open, and I shuck the oyster, live, to reveal the pearl inside. That pearl is then sent to our home office to be set into the jewelry piece they selected and they will receive their jewelry in 2-3 weeks via US Mail. It may seem simple – Hit the “Go Live” button and voila, everyone in the USA sees your party, hops on, and makes a purchase! Right? Well, no. As a matter of fact, Facebook algorithms make it virtually impossible to reach more than a small handful of even your Facebook friend’s list, much less those outside of your circle. This is what makes crowdsourcing so important in my business.
Mary Chayco’s book SuperConnected: The Internet, Digital Media, & Techno-Social Life discusses crowdsourcing in depth in Chapter 4. She says, ” Online attention can take the shape of a single glance at a photo or a more active step: a like, a follow, a share, a comment” (76). It takes time and effort to build a social media presence. My business began with my local social circle and a select few of my Facebook friends who had interest in the product and experience I was selling. I encouraged those friends to host a party with me; they became the “hostess” with the promise of earning free jewelry based upon the purchases made by their friends and family (their circle). They invited these friends and family members to the party and by doing so, increased my “circle” a bit more.
During my live parties, I spend time engaging with my customers and making sure they are having fun. I wear silly hats, play games, bring on special guests and offer prizes to buyers as well as to people who SHARE my video on their personal pages.
By having them comment a phrase with the hashtag sign in front of it (#Just1morepearl), I am able to randomly choose a “Share Winner” though FB feature called “Woobox.” I ask that they make all shares public so that I can verify the share was made once the winner is chosen.
Mary Chayco says, “This is, indeed, a kind of economy, and it is one that has come to matter to many of us. Attention is attracted as something shared is acknowledged online. A kind of compensation follows in the form of likes, follows and comments. More tangible rewards like social connections, jobs, and money can even follow” (76). Facebook allows me to keep track of likes, shares, and follows via “Insights” that can be found on my Facebook Business Page. It keeps track of the trends week-by-week so I can see the ebbs and flows in the number of people who are seeing and interacting with my page.
Mary Chayco points out that, “Attention online is subject to increasing returns. That is, the more one has of it, the easier it is to get more. …To succeed in such an economy, it helps to create or re-mix attention getting content and then to rapidly capitalize on bursts of attention as soon as they occur in hopes they will follow back and engage in return” (76). This is something I find myself doing often. When I change the times I go live, or the prizes I give away on a given night, sometimes my live viewers will jump dramatically. When they do, I immediately take that cue to mention liking and following my page, joining my VIP group, or signing up to receive my text notifications. I rev up the energy, start singing – anything to get those people to take it one step further and like or follow my page in hopes that they will, over time, see me pop up in their feed and ultimately, become interested enough to make a purchase.
However, all of this has been more that I can do alone. Around Christmas, I enlisted the help of four “Admins” to help me run my Facebook Business and VIP pages. These four individuals are responsible for making posts to increase interaction on my pages during times when I am not live, booting trolls from my live videos who, as Mary Chaco describes them, are “individuals who… “hijack”…and provide extreme, irrelevant responses in an attempt to pull focus away from the…original intent” (74), and sharing my live videos in groups to increase viewers. I suppose you could say I outsourced crowdsourcing.
In March, Vantel Pearls sent me to Rivera Maya, Mexico in an all expense paid trip for being in the 125 top in sales. My gratitude went to my customers, because, without their constant shares, post interactions, and purchases, I would not have a business. While I am certainly not famous nor the absolute top seller in the company, I count my business a success because of my customers’, Admins’, followers’ willingness to share me with their friends and family – their willingness to crowdsource!
My previous experience with blogging is limited, at best. In 2008, when I began homeschooling my sons, I decided to chronicle our journey through blogging. Each day, for around 2 months, I would finish school with the boys and spend an hour or more recapping our day in my blog and adding photos of the work the boys had been doing or activities we had completed that day. I had something to show my doubting family and friends – “Hey guys! Look! We really are doing something!” However, after the first few months of doing this, I grew weary. It was taking forever and we had just finished a day of challenges and joys that we worked through or celebrated in the moment. It was an experience for us – not my doubting family and friends! So I stopped the blogging.
About 4 years later, I decided to pick up blogging again. I had started taking a weight-loss supplement that I was just determined was going to change my life! In my direct sales brain, I decided that the best way to “share my journey” with the masses once these miracle supplements had taken me from a size 10 to a size 2, was by chronicling said journey in a blog. I am pretty sure I blogged sporadically for 13 days before realizing that, A. These supplements were not producing the miracle I had hoped for and B. Most people probably didn’t want to read about my bloating and nausea day-in and day-out.
As Social Media became more popular and my number of “friends” increased exponentially, I found less need to share my life by way of blog. Author R. Meyer speaks to this in his 2015 article, “What Blogging has Become.” He says, “We had already lost (the single-URL game)…But in return, we got Twitter and Facebook and whatever your other favorite social-media tool is. They adopted the chatty tone of blogs, and they unified the hundreds of streams of content in reverse-chronological order into just one big one. They made blogging easier, because a writer didn’t have to attract and maintain a consistent audience in the same way anymore. And along with the chattiness and ease of blogging, they were supposed to bring its attendant emancipations to the masses, too.” For me, Facebook became a “blog” of sorts. Granted, my post length is shorter on Facebook, but the sentiment is the same, and adding photos to Facebook could not be easier. Add in App tools such a Word Swag and I can make a post that both grabs the attention of my reader and makes a statement all at the same time. And there is no need for my friend/reader to think of me and purposely go to my blog and read – oh no! – Facebook makes sure I pop right up on their screen and tell them all about my day whether they wanted to know about it or not.
Blogging reminds me of the hand-written journals I used to write as a kid. I have stacks of them stored away that I have not picked up in at least 25 years and will likely never read again. Life is all about seasons and, most of those, I do not care to relive once they have passed. Of course, Facebook missed that memo and each day alerts me to relive my posts made on the same day X number of years ago. Who doesn’t love saying goodbye to their beloved cat each year on the same day through heart-wrenching photos of the kids in tears and the little cross they made for his grave? Thanks Facebook!
Occasionally, I will find a witty, generally sarcastic blog post that I stop and read, but those are few and far between for me and generally I happen upon them by sheer accident. Other than that, I have never found blogging to be all that enjoyable personally. I have never stuck with blogging on my own and I am sure that I have never read anyone else’s blog in its entirety. I am cautiously optimistic about blogging for this class and I am interested to learn about blogging and social media usage with regard to technical communications.
Posted in Social Media