Posted by Rebecca Snyder
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.
Posted by Rebecca Snyder
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!”