If you are a new brand or a company that has put out very few communications to the public: congratulations. You have the gift of a clean slate. If you haven’t yet been reviewed, promoted, compared, Googled or complained about online, you are sitting in an enviable position. Gather your employees now and repeat the following mantras:

Transparency is essential to gaining trust.

If people lose trust in our brand and our company, it will be very difficult to regain their confidence.

With online content, it might be tempting to think that you don’t have to take such care with your communications. After all, you can just edit your website at any time with a few strokes of the keyboard. Right?

Wrong. Once something is out there, it’s out there. This is a more important lesson when you are thinking about your overall communications strategies and the way you run your company in general. And if you have or are developing an online community around your brand, it is essential.

Say, for example, you have to communicate something about a major change to your product or service. How do you handle it? Are you honest from the beginning? Do you allow your customers to make their own judgments about the change?

Or do you try and control your customers and hide things from them? Are you vague with the truth or worse yet, decide not to communicate anything to them about it at all?

The latter option will always come back to bite you, even if it is some time down the road. If your goal is to build a social business, a business that is friendly to community, that embraces partnership with your clients and stakeholders, you must be genuine and transparent.

This all must sound incredibly naïve. But times have changed. Social media is exposing more and greater aspects of companies and industries than ever before. A bad review, once only read on a printed page somewhere was easier to forget. Today, that same piece of negative information will be re-tweeted, shared, bookmarked and indexed so that one must only type “bad” and “[your brand’s name]” into Google a year later to dredge it all up again.

Each piece of information received about a company (or an individual or anything else for that matter) works as a building block to form the core perceptions that support everything else. Once a person has a perception in their head about your brand, it is going to shape his thinking about anything else he hears from or about it forever. Whether this perception is accurate or positive or negative is all up to you.

Business is part of life and life is messy. But you cannot afford to be casual and callous about what is said about your brand online. And transparency means that you need to actually be doing all the wonderful things you espouse on your website or Facebook Page. Do you offer people an amazing experience knowing deep down that your staff have a terrible reputation for customer service? That, my friend, is a lie.

Here are three things you can do to get the ball rolling today:

1. Start listening. Set up a listening post. Find out what people are saying about your brand, your competitors, themselves and your industry right now.

2. Stop taking shortcuts. Before you decide that it’s just easier to fudge the truth or deal with an issue later, stop and think about how people will feel when they find out what is really going on.

3. Look internally and figure out what you need to change in your company to become something you’re proud to be fully honest about today.

How will you refine your business to meet transparency objectives in 2010?

I blog. I tweet. I post status updates on Facebook. I participate in online discussion forums and instant message my friends and business contacts on Skype. I use Gmail and archive pretty much everything. I chat on there too. I post photos and allow others to comment on them. I comment on people’s blogs. The list could keep going but you know what I mean. If you’re reading this, you probably do it too.

This week, in light of all the brouhaha about the criticism of Facebook’s privacy changes, I thought I’d write my own friendly reminder about watching what you say around the Internet. More specifically, I think people sometimes get caught out because they forget some very basic items of importance:

1. Your “privacy settings” are only as good as the people who you trust to view your profile and musings. I keep a tight rein on my Facebook friends list. My personality dictates that there is very rarely a case where I say something that I don’t care if others hear. If I really want to keep something a secret, only my fiancé gets to hear it. That’s right: one person in my life has that level of trust with me. I assume that everything else I say is fair game.

So if you post something on Facebook that might be somewhat sensitive, you should consider who gets your status updates. No, they can’t forward things on, but screen grabs are a simple way to spread your words outside of Facebook. I’ve seen this happen several times over the last year or so. Information has come my way that I know I wasn’t intended to see.

2. Computers and electronic content management systems are not infallible. Glitches happen. You might think you’re posting information somewhere safe and then something goes wrong somewhere in cyberspace and all of a sudden someone manages to see that message you assumed was private. Programs are incredibly complex and one thing I’ve learned from working online is that you can’t assume airtight privacy settings within complex websites. All it takes is a smarter hacker than the person who developed a site to gain access and cause havoc.

People put their data in places these days without thinking and then forget all about it. Think about how many profiles you’ve set up because you have to sign up for a site to read the content. A friend of mine whose husband works in cyber-security has told me that she never provides her correct birth date or other identifying information to websites. Smart lady.

Human error comes into play here as well. How many times do you hear about someone in a company stuffing up and releasing data? Or intentional “leaks” that occur? Or you forget to adjust that privacy setting?

3. Large volumes of content can now be archived forever and this type of data storage is cheap. You’ve probably heard of cloud computing. Data storage doesn’t even take up a company’s office space anymore. Photos, videos, emails, documents and all those petabytes of other data hanging around in cyberspace are just sitting around waiting to be mined one day. The speed of technology for improving methods to sift through all that information certainly makes me think twice about lifecasting.

4. And finally, yes, bummer, the laws can still apply. I found this blog post online today and while it is from an American source, it probably still applies in your local area.

I’m not a legal expert so I won’t say too much on this. BUT: Defamation lawsuits over online writing can mean that what you write could become a costly legal mess. Yes, I know, most companies don’t want the bad press. The smart ones are getting involved in online conversations (enter yours truly). But don’t count on that. And individuals can sue for defamation too. So think twice before you go harassing someone online or having a vent about a person in an electronic public space. Just because you wouldn’t take it to court doesn’t mean that someone else is as forgiving.

What tips do you have for maintaining your privacy and generally being smart about what you say online?

1. Identify yourself. Your logo should feature prominently on any profile you establish in the online social sphere. Unless your tactic is to hide the identity of the brand behind a particular initiative, you should ensure that a person who views your profile has no doubts about who they are communicating with. You should also ensure that you are using your brand’s colour palette, fonts and any artwork are in keeping with the style and tone of the brand. Consistency is important. Leave the serendipitous elements of your conversational marketing programme to the people who will contribute content to your profiles, blogs, etc.

2. Content consistency is important. Any content coming from you should be in keeping with the tone and attitudes of your brand. It’s great to help out your customers with free content that is relevant to them. But you must ensure that anything that is coming from you is consistent with what your brand stands for. If you are unsure of the ideals of your client or company, or if you haven’t reviewed the company’s brand profile, set up a meeting with senior members of the organization (the CEO if possible) and make sure you are on the same page.

3. Give them what they want. Part of good branding is knowing who your customer is and being fully aware of their wants, needs, thoughts, hopes, desires and aspirations. Any strategy for social media should seek to serve these drivers and create value for your customers and potential customers. Ensure that all your messaging is consistent with this goal.

4. Get everyone on board. This point has been re-iterated by every social media professional I have listened to at conferences and every blog post I have seen on the topic. It is actually not a new concept in branding. Ideally, everyone in the company is on board with your brand’s mission and attitudes. They are all champions and evangelists, keen on standing for the values that your brand stands for. Now, with the word ‘social’ as the key word in ‘social media,’ this concept has re-entered the spotlight of communications strategy. It really shows when all of your employees are also your brand’s chief aficionados. This one is tough, but well worth pursuing.

5. Back it up. This is also not a new principle. There’s nothing worse as an advertising creative than being handed a brief for a company or product that you know to be inferior in the areas of customer service, reliability or attitude. I used to cringe when I had to come up with an idea for a product that I knew couldn’t follow through on any message I could come up with. What a waste! If your company or client is lacking in the areas of product performance, customer care or reputation, I implore you to work on these areas first. Focus on listening in the social media sphere for the time being and get your house in order. No marketing tactic requires more transparency than social media and it will be a wasted effort to try and sway perceptions or gain followers and customers only to disappoint them with the reality the actual experience with your products and services.

A great example of a company that has embodied these principles lately is Ben and Jerry’s. I practically grew up with this brand and was thrilled to see them launch in Australia recently. They solicited feedback prior to arrival with an outstanding survey of Australian ice cream flavour preferences and have used social media effectively from day one. Their Twitter profile strongly reflects the brand’s image and tactics have included a contest inviting Aussies to “Do Oz a Flavour!” along with distributing free ice cream via roving ice cream trucks and office deliveries. They have no doubt created a legion of brand evangelists ahead of their official scoop shop roll-out.

Over to you. Have I left anything out? How do your social media initiatives showcase your brand?

I wonder who is reading and following and paying attention to all these lists?

I am guilty too. Who doesn’t want to be a “chosen one” when the algorithms dole out social media special feature lovin’? But this phenomenon also reminded me of something very important: ego is a primary driver in social media.

Ego can be found in any community where people reside. Whether it be forums or Facebook, people love hierarchies, exclusivity and the chance at their proverbial 15 minutes. Who is the first to know the latest gossip or information? Who found the answer to the question everyone is wondering about? What new gadget did you just spend half (or all) of your paycheque on? Spending is even sweeter when you can tell 3500 followers about it on Twitter.

So as social media professionals, how can we use ego in our initiatives? I think it is important to remember the following points:

1. Information gathering has always been a social event. In my Masters thesis, I discussed how news spread before the printing press. The first news medium was word of mouth. And special status is afforded to those who have the best information. Thus, reputation becomes key. If a person is able to consistently provide new information, we go to them as a source. This is, of course, Media 101 stuff, but it is important to remember that social media works in the same way. Give people the opportunity to show off what they know and you will have a winner.

2. Exclusivity can work to your advantage. If you create the illusion of scarcity, you will attract attention (assuming your initial offer is good enough). Everyone wants the latest and greatest and they want to have it before any of their friends. A great example of this is the strategy of online merchants, such as RueLaLa, Haute Look and Gilt Groupe, requiring membership by invitation only. These sites still performed well during the recent economic slowdown despite their merchandise’s high price tags.

3. Make people feel like they are part of something special. A viral initiative is only as good as its potential, and potential is severely limited when nobody cares about what’s happening. You have to make people care about what you are promoting so ensure that everything associated with your initiative is of the highest quality possible.

4. People love things that make them think about themselves. It’s sad but true. ‘What type of _____ are you?’ quizzes and activities that are all about the user work surprisingly well. But you have to be careful with this because of my point number three: other people have to care about what they’re doing too. And while you might be interested in the fact that you fell into the “Yummy Mummy” category assessment as a result of that quiz, few others do. Believe me.

5. Help people out. A little promotion can go a long way online. If you have a community, make it a habit to showcase the members’ strengths and personal endeavours (if it fits in with your objectives). Do your community members have their own blogs and pet projects? Let these shine once in awhile. Part of having a community is giving back and you will win brand enthusiasts if you follow this mantra.

How does ego help drive your social media initiatives?

Expectations can dictate social norms and, when it comes to personal relationships, I think our standards are slipping a bit. I haven’t looked at any etiquette books lately, but I hope they include some tips about these things. Here are my suggestions for good behaviour:

1. Make people feel special. If you have big, important news, let your closest friends and family in on it before you post publicly on a social network. The grapevine is no way to hear about a new baby, engagement, marriage or relocation.

2. Don’t assume that just because someone has an account on a social networking site, they are active there. I’m on Facebook, but it is not my preferred social network (that’s Twitter). I’ve missed out on catching up with friends when they were in town because they assumed I saw their FB status update. It’s terribly embarrassing when someone assumes you know something about her because she posted it on Facebook (for who I’m not really sure).

3. Respond to emails, direct messages and text messages first. If someone has taken the time to message you directly, I think it should be given priority over other online activities. I don’t mean that you can’t respond to other communications first when they are work related or time sensitive, etc. But it is important to value people close to you, and I would be offended if I was waiting to hear a response to my email for weeks but I can see that you’ve been very active on Farmville.

4. Be careful about forwarding emails and messages. Remember all the personal stuff you said to your partner before you decided to send the last message on to others for whatever reason? That text is all still hanging out at the bottom of the email thread and it’s fair game for someone to read what’s sent to him.

5. It’s still nice to get a phone call. I know it costs money, but if a friend is going through a rough time, give them a ring. Sometimes an email just isn’t enough. And for heaven’s sake, if someone invites you to an event, don’t make them chase you for an RSVP.

6. Spam is spam. Don’t assume that just because we went to high school together (especially if we never spoke) that you can put me on your mailing list. This is even more apt if you’re advertising your family’s local business and I haven’t even visited your city in over ten years. It’s great to reach out and I am always open to conversations and re-connecting, but watch your intentions when connecting to people online.

7. It’s terrible form when you are at dinner with others to spend time on your Blackberry, iPhone, netbook, etc. Likewise, I don’t really care to hear the latest from Facebook or “Guess what so and so said” on Twitter while we are in the middle of a discussion about something else. A little common sense goes a long way.

8. When making your list, check it twice. If you announce your child’s birth via text message and you forget to include someone, it’s a lot more offensive than if you just haven’t gotten around to catching up with him on the phone. And you’re bound to forget someone who will take offence.

How has online media changed etiquette and communication in personal relationships for you? Any tips? Gripes?

Free events

Social Media Club Melbourne
This group of social media professionals meets on Fridays at 8am at Mr Tulk, The State Library of Victoria, 328 Swanston Street. They advertise that “Everyone and anyone is welcome to join us, as long as you come with an open mind.”

I’ve actually been meaning to get to these but I work down St Kilda Road and wouldn’t be able to stay long enough and still get to work on time. But they have recently begun monthly dinners in the CBD and I’m keen to get to one of those as soon as my schedule allows.

The Hive
This one is for entrepreneurs, but they have some fantastic speakers and I’d recommend entrepreneurial groups and information for anyone in any profession. This group is open to everyone and they have monthly meetings in town.

Melbourne Twitter Underground Brigade (MTUB)
An “informal” (yet well-organised and sponsored, judging from the website) gathering of Melbourne Twitter users. I only discovered this tweet-up while researching this post and I’m intrigued enough to attend one of these.

Tweet-up Mellers
A monthly meet-up for Twitter users, not necessarily the media and marketing inclined. Everyone is welcome. I attended last month, met some great people and enjoyed the social atmosphere (and delicious bites that were served).

KMLF – Melbourne Knowledge Management Leadership Forum
For knowledge management professionals, this group meets monthly in the CBD for “face-to-face education and networking forum, run by KM practitioners for KM practitioners….Membership is free, and attendance at meetings usually requires a small donation to cover drinks and nibbles.”

New Media Beers Melbourne
They’ve only had one event that I know of so far, but they invite you to “come along if you’re into media, marketing or comms.” NMBM – if you’re reading this, are there any more gatherings in the works?

Digital Women Connect
This is a LinkedIn group and they’ve already had a face-to-face gathering in Sydney with plans in the works to have one in Melbourne as well according to one of their founders. If you’re female, I’d encourage you to join as the group has announced exciting plans for networking and development opportunities for Australian women working in the digital space. There is a subgroup for Melbourne.

Membership or paid events

Australian Interactive Media Industry Association – AIMIA Victorian Chapter

Melbourne Advertising and Design Club

Advertising Federation of Australia
National organisation with local events

AFA Youngbloods
Advertising for the under-30 set

As I was researching this post, I happened upon this fantastic resource, which actually lists most of the events mentioned here (and many more). If you want to know about other events happening around Australia, I recommend you have a look here first: http://wikiwednesday.org.au/wiki/Tech_and_social_media_events_in_Australia

Have I missed anything? Please share your Melbourne event in the comments section (digital/media/PR/marketing only, please).

Since 1998, computers and the Web have led people to watch less TV. However, as Cole explained, broadband has become the unifier. The Internet is on all the time, moving it from the “backstage to the centre stage of the home.” He cited a statistic that over 50 per cent of those who have WiFi use it in the bathroom. We are constantly online and this has allowed TV to co-exist with the Internet (as opposed to dial-up access, which often saw people retreating to a back room to go online). And this is still just the beginning of the transformation digital media will have on our lives.

Twitter, iPhones, Foursquare, the ubiquitousness of Facebook, Nings, location-based media – the list goes on. All of these media developments are changing the way we perceive and interact with the world. According to Dr. Cole, in 2009, 55 per cent of members say that their online communities are as important as their offline communities. This was an increase of 12 per cent from 2008. Improvements in technology will only blur these boundaries further. Augmented reality is the most interesting of the developments in my opinion. The overlay of information over tangible space using GPS will provide people with the option to experience a completely different and enhanced reality powered only by more information. The speed of change, not just in the technologies available, but also in the way our culture is adjusting to the constant presence of the Internet is astounding. And because we are, in my opinion, so far from our long-term media and technology goals, I think we are still very much at the beginning of it all, even though this decade has seen such dramatic evolution.

I know that I am far from the first person to observe these changes. But it is at this time in my life that, more than ever, I am amazed each day by some new development in technology and, more significantly, the way people are using new technologies. I feel fortunate to be working in media and so I am writing this blog in order to join in the conversation and really be a part of what is happening. See you out there.