Download - The Emotional Face of Twitter
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TheemotionalfaceofTwitter
byLuke
Grange
and
Celia
Prosser
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Theemotional
faceofTwitter
byLukeGrangeandCeliaProsser
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2
KNOWLEDGESOLUTIONS2009
FirstpublishedDecember2009
KnowledgeSolutions2009
Allrightsreserved.Nopartofthispublicationmaybereproducedortransmittedinanyformor
byanymeans(electronic,mechanical,photocopying,recordingorotherwise)withouttheprior
permissionofthepublishers,KnowledgeSolutions.Requestsandinquiriesconcerning
reproductionandrightsshouldbeaddressedtoKnowledgeSolutions:
www.knowledgesolutions.com.au
mailto:[email protected] |mailto:[email protected]
Topurchase
copies
of
this
ebook,
please
go
to
www.knowledge
solutions.com.au
Disclaimer
Thispublicationdoesnotpurporttobelegaladviceandisprovidedasageneralguideonly.
Someinformationmaybecomesupersededthroughchangestothelawandasaresultof
evolvingtechnologyandindustrypractices.Usersshouldseekprofessionaladviceinrelationto
theirownonlineactivities.
EditedbyJoTaylerwww.jot.net.au
Typesetin11/16ptCalibribyJoTaylerwww.jot.net.au
Coverimage:Photosani/Shutterstock
Images:SteveBrandon(Flickr)p.27;RichardAudet(Flickr)p.30;
Shutterstockpp.10,12,17,23,33,37,46.
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ContentsAbouttheauthors........................................................................................................................6
0Introduction...................................................................................................................................7
1What
is
online
social
media?
.........................................................................................................
9
Whatismicroblogging?..............................................................................................................10
Thereachofonlinesocialmedia................................................................................................12
WhatisTwitter?.........................................................................................................................11
TheemotionalfaceofTwitter....................................................................................................11
Microbloggingasasegwayengine...........................................................................................11
Thereachofsocialmedia...........................................................................................................10
2
An
introduction
to
the
terms
and
concepts
of
Twitter
...............................................................
13
Yourprofile.................................................................................................................................13
Following....................................................................................................................................14
Followers....................................................................................................................................14
Unfollow.....................................................................................................................................14
Both............................................................................................................................................15
Blocking......................................................................................................................................15
Retweeting.................................................................................................................................15
Thelivetweetstream.................................................................................................................16
Lookingatanindividualstweets...............................................................................................16
Searchingontopics....................................................................................................................16
Hashtags....................................................................................................................................16
3Managingyouronlinecommunities............................................................................................19
Collaborativebusinessnetworks................................................................................................19
CBNtips..................................................................................................................................19
Friendlysocial
network
..............................................................................................................
20
FSNtips...................................................................................................................................21
LinkingCBNsandFSNs................................................................................................................21
Thereachofonlinesocialmedia................................................................................................21
4Theplaceforonlinesocialmediainbusiness.............................................................................22
Isyourbusinessusingonlinesocialmediaeffectively?.............................................................23
ConferenceTwitterusage..........................................................................................................23
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KNOWLEDGESOLUTIONS2009
5Emotionalintelligenceandonlinesocialmedia..........................................................................24
Whatisemotionalintelligence?.................................................................................................24
WheredidEIcomefrom?...........................................................................................................24
Onlinesocialmediaassocialscience.........................................................................................25
Makingsenseofemotionalintelligence.....................................................................................25
6Personalfiltering.........................................................................................................................27
FilteringandEI............................................................................................................................28
Inattentionblindness..................................................................................................................28
Samewords,differentmeaning.................................................................................................29
7Usingemotionalintelligenceinonlinesocialmedia...................................................................30
It'sanewschoolplaygroundandittakestimetoestablishyourself....................................30
Thinslicing..................................................................................................................................31
Buildingtrustonlinetobuildrapport.........................................................................................31
Beingclear..................................................................................................................................31
Youresellingemotion................................................................................................................32
Isyoursocialmediacommunicationstyleworking?..................................................................32
Keepingyouraudienceinmind..................................................................................................32
8Learningemotionalintelligence..................................................................................................34
Stagesof
learning
.......................................................................................................................
34
Feelthelove...............................................................................................................................35
Emotionsinfluenceourperformance........................................................................................36
HowcanIimprovethewayIcommunicatethroughsocialmediachannels?...........................36
Howsyourreputation?..............................................................................................................36
9Emotionalintelligenceandonlinecommunities.........................................................................37
Belonging....................................................................................................................................37
What
is
a
value?
.........................................................................................................................
38
10Applyingemotionalintelligencetoonlinesocialmedia............................................................39
ReflectionexerciseforEI............................................................................................................39
11Twitterit'sallaboutconnection.............................................................................................42
ConnectingpeopleonTwitter....................................................................................................42
Rulesforconnecting...................................................................................................................43
Thelittlefox...............................................................................................................................44
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12Twitteryourbusiness................................................................................................................45
HowcanTwitteringearnmybusinessmoney?..........................................................................45
Buildingcustomerloyalty...........................................................................................................45
Customersresearchdifferentlythesedays................................................................................45
Measuringgrowth......................................................................................................................46
Customerrelationshipmanagement..........................................................................................47
00Conclusion.................................................................................................................................48
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AbouttheauthorsLukeGrange
Lukeisopenminded,constantlyrevisitingcommunicationconcepts
toimprovetheirtiming,applicationandrelevance.Histhree
passportsaretestamenttoanadventurousglobalcareer.Leading
KnowledgeSolutions,togetherwiththeteam,hehelpsclientstake
partinnewinnovationandimprovingindividualslivesby
introducingonlinesocialmediaandopeninnovation.Client
engagementisthemeasureofonlinesocialmediacurrencyandLuke
hasbeendevelopingandpromotingonlinecommunitiestohelp
companiesdeveloptheirwealthofsocialmediacapitaloverthelast
10years.Itshispassion!
CeliaProsserWhileworkinginthefieldofinjurymanagementinAustraliaandNew
Zealandfortenyears,Celiadiscoveredthatmanyoftheinjurieswere
ofapsychologicalnature,causedfrominterpersonalconflictor
bullying.Mostoftheseinjuriesstemmedfromabreakdownin
communication,poorleadershipcapabilitiesandlackoftrust.Soshe
builtonherexistingskillsinhealthsciencetoincludeaccreditationin
EmotionalIntelligence
and
Workplace
Coaching.
Celias
wide
range
of
skillsandexperienceenableindividualsandorganizationstoimprove
theirworkplaceculturetobetterachieveeffectiveemployeesocial
networking.
TheEmotionalIntelligenceinstrumentCeliausesistheonly
assessmentsupportedbynumerouspeerreviewedresearchfindings
andpublicationsaswellastangiblebusinesscasestudies.
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ABOUTTHEAUTHORS
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IntroductionTheconceptofonlinesocialmediaisntreallynew.Whileithasonlyrecentlybecomepartof
mainstreamcultureandthebusinessworld,peoplehavebeenusingdigitalmediafor
networking,socialising
and
information
gathering
for
over
30
years.
So
whether
you're
anewbie
orhavebeenusingitforawhilethisebookisforyou.It'sisdesignedtogiveyoupractical
adviceonhowtouseonlinesocialmediaandenhanceimproveandstrengthenyourexperiences
ofsocialmedia.
Onlinesocialmediadidntstartwithcomputersitwasbornon'line'...onthephone.However,
theinventionofthetelephoneisnotwhatweregoingtoexplorehere.Letsfastforwardto
1997,toasocialnetworkingsitebythenameofSixDegrees.Thisinnovativewebsitesoughtto
bringpeopletogetheronline.Butonlythreeyearslateritcloseddown.Thereasonsforits
closureweremainlyduetousersfeelinguncomfortableputtinginformationonlineand
interactingwith
strangers
especially
when
the
internet
hadnt
caught
on
quite
yet.
Basically
it
wastooearlyforitstime.Atthispointmostpeopledidntreallygetitorunderstandwhatit
wasfororhowtheycoulduseitinthewaywedotoday.
DespitetheearlydemiseofSixDegrees,thissitehelpedestablishthecentralcharacteristicsof
onlinesocialmediathatwouldlaterbefinetunedandelaboratedon.
Themovetoemergingwebbasedtechnologyallowedustoshrinktheworldmetaphorically
speaking,ofcourse.Itallowedustohavequickandeasyconversationsonline.That'swhatthe
worldwidewebisreallyallabout...conversation.Initiallywethoughtofitasabiglibrary.Then
wethought
it
would
be
aplace
to
publish
from.
But
its
really
always
been
about
conversation
andwillcontinuetobeaboutconversationaswekeepmovingforward.Thefactthatit
connectedpeoplethroughemailgaveusabuzzbackinthe90s,butthatquicklyworeoffasour
inboxesoverflowed.CCingandBCCingstillmeantwehadtoopenandreadallthoseemails(not
tomentionspam).Basicallythesystemconnectingandallowingustocommunicatecalledemail
isnolongereffectiveandefficientenough.
Butwedon'twanttolingertoomuchinthepastsolet'szoomforwardtothecurrentday,when
wehavereachedatippingpointforthetechnologyofmicroblogging.Ina2009reportcompleted
byMarketingProfsResearchInsightsitwasdemonstratedthatnewmediaisontherise.
Withcompany
websites
and
email
marketing
approaching
saturation
levels
in
terms
of
usage,
attentionisnowshiftingtointeractiveonlinesocialmedia.
0
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THEEMOTIONALFACEOFTWITTER
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KNOWLEDGESOLUTIONS2009
Twitterhasgrownoverathousandper
centinAustraliasinceearly2009.Its
annualgrowthsincelastAprilexceeds
3200%(ReadWriteWeb).
Withthese
staggering
figures
in
mind,
let'slookathowthisisaffectingour
relationshipsbothon andofflineand
whatthismeansforourabilityto
communicatewitheachother.
Let'sfaceit:Twitterispowerful!Its
bringingmorepeopletogetherthan
anyothertechnologyinthehistoryof
communication.
Microblogginggivesyou140
characterstogetyourmessageacross.
Ifitisnotcommunicatedeffectively
thenyouraudiencehasnooptionbut
tomakeerroneousassumptionsabout
themeaningofthattweet.
ThisiswhywefeelitsimportanttointroduceEmotionalIntelligence(EI)intothesocialmedia
arena.Withmicrobloggingthereisevenmorescopeforbeingmisunderstoodandmoreneedfor
peopleto
think
about
how
and
what
they
say
in
each
message.
Because
emotions
affect
the
way
wethinktheyultimatelyaffectthedecisionswemake.
Haveyoueveraskedyourbossforapayrisewhentheywereinabadmood?Ofcoursenot!
Soletmeaskyouthishowdoyouknowtheyreinabadmood?Isitwhattheyresaying,or
howtheyresayingit?Isitbasedontheirbodylanguageand/oracombinationofallofthese
things?
Nowimagineforamomentthatyouonlycommunicatewithyourbossonline...Howdoyou
thinkthatwouldaffectyourmessaging?(Oryourabilitytogetapayrise!)
Itdoesnt
matter
if
youre
on
Facebook,
Twitter,
Yammer,
YouTube
or
Flickr;
your
online
personalityisnotonlypartofyouroverallbrand,itbecomesaninteractiveexperienceforyou,
personally,and,morespecifically,thecultureofyourbusiness.
Wewrotethisebooktohelpyounavigateyourway
aroundthisnewphenomenonandstrengthenyour
experienceofonlinesocialmediainaproductiveway.
Wealsoalignemotionalintelligenceandonlinesocial
mediaforthepurposeofenhancingeffective
communicationthroughthesechannelsforyour
businessand
in
your
personal
life.
TerminologyYou may see the terms microblogging and
twittering used interchangeably as you move
through this ebook.
Twittering is microblogging. Microblogging is a
concept and Twitter is one of the technical tools
used to execute this concept.
(We would prefer to have called microblogging
'microsharing', which is a term we first heard
used by Laura Fitton @Pistachio follow her,
she really really gets it.)
Wherever you see underlined text
in this ebook, its a live link.
Simply click on the link to open it
in your browser.
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WHATISONLINESOCIALMEDIA?
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Whatisonlinesocialmedia?Onlinesocialmediaisanumbrellatermthatdefinesthevariousactivitiesthatintegrate
technology,social
interaction
and
the
construction
of
words,
pictures,
videos
and
audio
online.
Thisinteraction,andthemannerinwhichinformationispresented,dependsonthevaried
perspectivesand'building'ofsharedmeaningaspeoplesharetheirstoriesandunderstandings
(Wikipedia).
Allonlinesocialmediaplatformssharefourmaincharacteristics:
publicorsemipublicprofilesforusers
membersconnectwithoneanotherbecausetheyhavesomesortofsharedinterest
memberscanviewandconnectwithotherindividuals(friendsorfriendsoffriends)
onlinesocialmediaServicesallowforusergeneratedcontent.
Onlinesocial
media
is
online
content
created
by
people
using
highly
accessible
and
scalable
publishingtechnologies.Atitsmostbasic,onlinesocialmediaisashiftinhowpeoplediscover,
readandsharenews,informationandcontent.It'safusionofsociologyandtechnology,
transformingmonologues(onetomany)intodialogues(manytomany)andittransforms
peoplefromcontentreadersintopublishers.
Onlinesocialmediahasbecomeextremelypopularbecauseitallowspeopletoconnectinthe
onlineworldandformrelationshipsforpersonal,politicalandbusinessreasons.
Thereareanumberoftechnicaltoolsthatfacilitatetheconnectingofindividualsonline(suchas
Facebook,
MySpace,
LinkedIn,
Twitter,
Yammer,
Flickr
and
the
various
blogging
sites).
Each
one
ofthesetoolscanbeusedforthereasonsstatedabovehoweversomearebettersuitedfor
differentpurposes.
Forexample,LinkedInisbetterforestablishingbusinessrelationshipswhileFacebookhas
traditionallybeenbettersuitedtopersonalrelationships(thoughthisischangingasthedrivefor
thesoftwaretobeallthingstoallpeoplecreepsinandweseeaddedcomplexity.
1
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THEEMOTIONALFACEOFTWITTER
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Whatismicroblogging?Microbloggingisaformofonline
socialmedia
that
allows
users
to
sendbrieftextupdatesof140
charactersinlength,ormicromedia,
suchasphotosoraudioclips,and
publishthemeithertobeviewed
byanyoneorjustbyarestricted
groupchosenbytheuser.These
messagescanbesubmittedviaan
increasingnumberofplatforms,
includingSMS,
smart
phone
or
the
web.
Ioftenhearpeoplesay'Idonteven
blogwhywouldImicroblog?'
Wellforastart,thereisavastdifferencebetweenbloggingandmicroblogging.Verysimplyput,
thecontentofamicroblogdiffersfromatraditionalbloginthatitismuchsmallerinlengthand
aggregatefilesize.Asinglemicroblogentrycanconsistofasinglesentenceorfragment,an
imageorabriefvideo.
Users
microblog
about
particular
topics;
these
can
range
from
what
one
is
doing
or
thinking
at
a
givenmomenttothethematic(suchassportscars),tobusinesstopics(suchasbrand
awareness).
Microblogsprovideshortcommentaryonapersontopersonlevel,sharenewsabouta
company'sproductsandservices,providelogsoftheeventsofone'slifeandmore.
Microblogginggivesustheabilitytocommunicateeasilytopeopleallovertheworldinan
instant.Wecansharestories,eventsandmessageseasilyandquickly.Itallowsustocollaborate
withpeopleallovertheglobe.Itallowsforbrainstorming,problemsolvingandcoordinationof
activitiesinarelativeinstant.
Microbloggingfosterscohesiveness,connections,accountability,leadershipandauthenticityif
usedintherightway.
ThereachofsocialmediaFacebook accounted for 14.5% of all UK Internet page views during September 2009,
equivalent to 1 in every 7 (Hitwise).
Twitter is now the 26th ranked website visited by Australian Internet users (week
ending 5 September 2009) (Hitwise).
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WHATISONLINESOCIALMEDIA?
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WhatisTwitter?ThemicrobloggingtoolTwittergrewoutofabrainstormingsessionatapodcastingcompany
calledOdeoin2006.TheideawasforindividualstouseanSMSservicetocommunicatewitha
smallgroup.ThefirstTwitterprototypewasusedamongOdeoemployees.Itwaslaunched
publiclyinJuly2006.
TwitterbecameitsowncompanyinApril2007.Twitterreallytookoffatthe2007Southby
SouthwestFestivalintheUSA,whereusageincreasedby300%.
TheemotionalfaceofTwitterEveryoneofusonTwitterlooksdifferenteven
though,initssimplicity,itonlyhasfour
fundamentalfacets:
following
beingfollowed
peopleyoufollowwhoalso
followyou(both)
blocking.
WealllookdifferentinTwitterbasedonthefourfacetsintheface.It'sthecombinationofthesefourfacetsthatdeterminesyourpersonalcommunitysurrounding
youinthetwitterverse.
Youcanevengoastepfurtherandarguethatwe'sense','listen'and
'communicate'throughtheface.Thereforeunderstandingwhatyouwantyourfacetolooklike
onTwitterisessential.
LUKE: AsIwasgrowingup,my
motheroftenusedtosay'It'samazing,
isn'titwearebroughtintothis
worldwithtwoeyes,anoseanda
mouth,yetwealllooksodifferent'.
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MicrobloggingasasegwayengineStorytellingissoimportantandtheinternet
isthe
perfect
platform
for
us
to
shoot
the
breeze.Thisbreezemaybeaboutrocket
science,somenewbiotechdiscoveryorthe
latestHollywoodblockbuster.
Yourknowledgedoesn'tallresideinyour
head.Thereisaknowledgesupportnetwork
thatishardatworktryingtopass
knowledgetousandfromustoothers.The
internetallowsustodoallthiswhilehaving
aconversation
which
is
the
most
natural
waytopassonwhatwehaveinourheads.
Alinkinatweettakesyoutomanyplaces.
Oneoftheseisyourawarenessofthe
proximityoralignmentyoufeelwiththose
youhavechosentofollow.
Thereachofonlinesocialmedia By 2010 Gen Y will outnumber baby boomers. 96% of them will have joined an
online social network.
Online social media has overtaken porn as the numberone activity on the
web.
Australians are now the thirdhighest percapita group of Twitter users on the
planet.
It took radio 38 years to reach 58 million users. TV took 13 years. The internettook four years. iPods took three years. Facebook added 100 million users in
less than nine months!
80% of Twitter users are on mobile devices. Imagine what that means for bad
customer service.
34% of bloggers post opinions about products and brands.
ThesestatisticswerefeaturedintheYouTubevideoSocial Media Revolution'it
givesincrediblestatisticsonhowonlinesocialmediacontinuestogrowandisworth
awatch.
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ANINTRODUCTIONTOTHETERMSANDCONCEPTSOFTWITTER
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KNOW
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AnintroductiontothetermsandconceptsofTwitterYourprofileHelpyourselfandhelpothersstartbymakingiteasy
toseewhoyouare.SetupyourTwitterprofilewitha
photoandabio.Inyourbio,youneedtoexplainwhat
itisthatyouareallabout.InTwitteryouonlyhave160
characters
to
do
so,
which
is
not
a
lot,
so
you
really
havetothinkbeforeyoustarttodescribeyourself.It's
agoodideatoexplainyourreasonforbeingpartof
Twitterandalsogivealittleinsightintoyourpersonality.Forexample,startwithsomething
abouthowyouwanttochangetheworldandthensayhowmuchyoulikeeatingicecreamona
sunnyday.
Itsreallyimportanttosetyourprofileup(withphotoandbio)beforeyoustarttotryandfollow
others.Ifyoufollowsomeonewithouthavingthesetwothingssetupdontexpectthemto
followyou;youwillprobablybeblocked.Theinternetisnowatwowayconversationandweall
wantto
know
alittle
bit
about
the
other
people
out
there
before
we
get
into
deep
discussion.
Everyonehasasoftersideit'sagreaticebreakerjusttoshowalittleofthissideofyourselfin
yourtweetsandyourbio.
ThinkofasuitablenametouseinTwitteras
yourusername.Thisisreallyimportantasit
makesuppartofyouridentity.Ifyouhavea
reallyuniquefirstnamewhichmostofus
dontyoucouldusethat.Acombinationof
yourfirstandsecondnamesmaybeagood
oneto
use.
Think
about
the
context
of
your
Twitteraccount
YoucannotNOT
haveapersonaonline.
LUKE: IoftenmeetupwithTwitterfolk
offlineaswellasonline.Ifyournameis
HarryCollins,butyoudecidetocallyourself
SpanneronTwitter,expecttobecalled
Spannerwhenyoumeetothersinthestreet
whorecognize
your
profile
photo!
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KNOWLEDGESOLUTIONS2009
FollowingInthemicrobloggingworld,justasinreallife,wecanchoosewhowewanttoassociatewith.
Youcanactivelyfollowpeopleandwedon'tmeanstalkingthemorfollowingthemhome.You
simply
decide
that
you
would
like
to
see
their
tweets
in
your
'following
stream'.
If
they
decide
to
followyoubackthentheywillseeyourtweetsintheirfollowingstream.
Andsocommunitiesgetbuiltandoverlapandrelationshipsform.
Eachtimeyoureadatweetfromthepeopleyouarefollowingyoucanunfollowthepersonwith
oneclickiftheirtweetsstopinterestingyouortheirlinksarenotrelevanttoyou.
FollowersIfyouhaveapublicprofile,anyonecandecidetofollowyou.Ifyouhavesomeonefollowingyou
thenthey
will
see
your
tweets
in
their
following
tweet
stream.
Therearetoolstogatheralotoffollowersquickly,whichareeasytosignuptoonline,butwhat
youquicklyrealizeisthatit'snotthenumberoffollowersyouhavebutthevalueofthe
followersthatismostimportant.
Weeachneedtotaketimeselectingwhowewanttofollowandblockingthosethatitdoesn't
makesensetohavefollowingyouthosewhomostprobablylackauthenticityandwoulderode
thetrustofothers.Itsnotagoodideatoautomaticallyfollowanyonethatfollowsyou.
UnfollowWhenyouhitunfollowyouwon'tseethat
personagain.Sowhatdrivesustodoit?Asitsso
easytounfollowwethoughtweshouldprovide
arundownonhowtomanageyourcommunity
inTwitter.
Ifwedon'tseesharingfromsomeonewe
unfollowthem;that'slife.Wehavetosharethe
luvorelsewewillbeunfollowed.Noteveryone
hasworkedthisoutjustyetsodon'tbelievethe
statsabouthowmanypeoplefolloweachother;
itwillchange.Thingswillbegintosettledown
andwewillbegintoseepeoplemanagingtheir
followingandfollowersmoreeffectively.
LUKE:Peoplesellingtomewithouthavingdevelopedaworking
relationshipgetthebootiftheysellto
meina'buythisnow'kindofway.
ThecommunityIhave,thepeople
whoIfollow,wouldnotselltomein
thisway.
Theyletmeknowwhattheylikeand
whytheylikeitandifIwantIcanask
themwheretheyboughtitandthat's
it.Itsdoneinaconversationbecause
thatiswhattheinternetisbecoming:
aconversationonline.
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ANINTRODUCTIONTOTHETERMSANDCONCEPTSOFTWITTER
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KNOW
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BothInordertobeabletosendadirect
message(DM)toanotherTwitter
useryouneedtobefollowingthem
andtheyneedtobefollowingyou.
ADMisreallyusefulonceyouhave
establishedarelationshipwithyour
follower.Itsnotsomethingtobe
overused,butitisamoresecure
waytosendcontactdetails,suchas
aphonenumber,toanindividual
withouthavingtobroadcast
personaldetailsto
thetwitterverse.
BlockingThereisadarksidetothetweetspace.Somepeoplepuntpornographythroughtweets.These
individualswillfollowyouontheoffchancethatyouwillclickonalinktheypost,whichwilllink
toapornsite.Itsagoodideatoblocktheseindividualsassomeoftheirlinkscouldleadyouto
gettingavirusonline(oroffline!)
Whenyousendatweetitwillgointothemaintwitterstreamforanyonetosee.However,
thoughmost
Twitter
users
only
look
at
the
individuals
they
follow.
With
this
in
mind,
its
probablyagoodideatoblockthosewhoyoudontfeelneedtoseeyourtweetsintheir
followingstream.
RetweetingRetweeting(RTorVia)isawaytorelayatweetyoufounduseful,funnyorinterestingtoyour
followers,therebygivingthemvalue.Byretweetingyoualsogivetheoriginatorkudosforthe
valueyouseeinthemessage.Inaretweetyoucanaddacoupleofwordsofyourownto
embellishtheargumentofaddyourslant.
ItspolitetothanksomeonewhoRTsyourmessagesinashorttweetorDM.
Ifthoseyoufollowtweetcontent(suchasURLs),andtheyareinlinewithyourobjectives,they
wouldhavereadthecontenttheyarelinkingto.Eachtimetheyvetitonyourbehalfandyou
begintotrusttheirjudgmentovertime.Ifyouretweetsuchtweets,it'simportanttodouble
checkthatthelinkisworkingandthatthecontentthatittakesyoutoisrelevanttoyour
followersbeforeyouRTitoutacrossthetwitterverse.
LUKE:TheotherthingIlookoutforfrommyfollowersisthattheyshare.
Irecentlyaskedmywifewhatitisthatkeepsus
lovingeach
other.
She
replied
that
we
share
stuff.
onlinesocialmediaisallaboutsharingthat's
whatbindsthecommunitiesonline.
CurrentlytheTwittertoolsdontmakeiteasyto
gettogripswithallourfollowersinoneview.
Butsomeoneoutthereisnodoubtdevelopingan
applicationtodojustthat;bythetimeyouread
thistheyhaveprobablyconvincedyoutouseit.
Soonwewillhavetheabilitytofinetuneour
communityand
tweak
the
untapped
value
outthere.
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KNOWLEDGESOLUTIONS2009
Similarly,yourfollowersrelyonyoufeedingthemvaluablecontentfromthoseyoufollowand
theywillrewardyoubyhandingoutcomplimentsandreturningthefavorwithrelevantvaluable
linksandRTsintotheircommunity.
ThelivetweetstreamThelivetweetstreammeansthatapersontakingpartintwittercanseetweetsastweeters
aroundtheworldarepressingthesendbutton.ThistakestheshapeofastreamofTweetsthat
justkeepcomingaspeopleconversewitheachother,alludetonewsreportsorsimplysaywhat
theyarethinking.
LookingatanindividualstweetsIf
you
want
to
see
the
list
of
tweets
that
one
particular
personhassentovertimeyoucanclickontheirprofile
andreadtheirtweetstream.Thisenablesyoutosee
whotheyhavebeenmakingcontactwithandwhat
informationtheyhavebeensharingwiththe
Twitterverse.Itallowsyoutocometogripswithwhat
intereststhemandwhattheirpassionsare,howthey
expresssentimentsand,ultimately,theiremotions.
SearchingontopicsAnotherwaytoseeastreamofusefulinformationwouldbetosearchonaparticulartopicin
Twitter.If,forexample,youareinterestedinrugbyyoucouldrunasearchforthewordrugby.
Allthemostrecenttweetswiththewordrugbywouldbelistedasastream.Runningsearches
isagreatwaytofindpeopleinTwitterwhomayhavesimilarinterests;youmightdecideto
followsomeofthesepeoplewithsimilarinterests.
HashtagsSearchingonlinebringsusanotherdimensionoftherealtimeinteractionthatmicroblogging
bringsus.
Ahashtagisthehash(#)symbolfollowedbyatermortopicthatdescribesacommoninterest
anddevelopsafollowing.
Forexample,theresarugbygameunderwayandtweetsareflyingoutaboutit.Ahashtagcould
bebroughtintoplay(excusethepun)tocreateastreamaboutthatparticulargame.
LetssayyoudecidetotweetaboutaWorldSeriesrugbygamebetweenAustraliaandNew
Zealandthat
is
taking
place
and
you
want
to
have
others
reply
to
your
thoughts.
You
could
put
Youreunique...just
likeeverybodyelse!
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ANINTRODUCTIONTOTHETERMSANDCONCEPTSOFTWITTER
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#OzNZrugbyatthestartofyourtweet.Ifotherswanttojoinintheywouldalsoputthehash
tag#OzNZrugbyintotheirtweetsandacommonsearchtagdevelopsmomentum.Youcanthen
clickonthetagandbetakentoastreamofalltweetspeoplehavepostedaboutthetopic.Its
likewatchingthegamewithagroupoffriends;yougettoshareyourthoughtsandfeelingsand
seewhat
others
watching
the
game
think
of
atry
or
tackle.
QuiteafewrealityTVprogramshavehadhashtagsassignedtothem;viewersaddtheiropinions
aboutwhoshouldbegiventheprizeorwhoshouldwin.Onceagain,itslikehavingeveryone
whosinterestedinthe
sameprogramthat
youarewatching
takingpartinonehuge
conversationasthe
eventunfoldsinreal
time.
Thiscanhavesome
interestingresultsand
raiseissuesforTV
programmers,ascan
beseeninthestory
aboutMasterChef
below.
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THEEMOTIONALFACEOFTWITTER
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KNOWLEDGESOLUTIONS2009
Mainstream media must come to terms
with realtime social media resultsTwitter became a space for the crazed support of the most popular reality
show in the history of Australian TV: MasterChef. (The same was also true
in many other countries.)
But something fundamental was uncovered: airing the same competitive
show across a country with different time zones doesnt work.
The MasterChef final went to air on the east coast of Australia at 7.30pm.
Due to the twohour time zone difference, it was to be aired two hours later
on the west coast of Australia (when it would be 7.30pm there).
MasterChef, during the series, gained a massive following on Twitter. Do a
search for #masterchef in Twitter and see for yourself. For many who use
Twitter, the series was made that much more special when shared with
new and old friends alike online. The advertisement breaks for once
became useful as Tweets leapt between the lounge rooms of viewers. This
is entertainment and we will see this concept grow and grow.
Have you guessed the problem? All the viewers on the west coast who use
Twitter had to endure the final results, which had been guarded till the lastmoment, without having seen the show yet. Big letdown to watch the
suspenseful last episode already knowing the result! This is reality TV if
the results get out beforehand, the shows rating will go down and the
entertainment appeal will decrease. Twitter could spell doom for many
very clever shows, some of which will never get a chance to air as there
may be no point until TV companies work it out.
A possible solution would be to make the shows more localised and
actually incorporate online social media to boost the number of viewers.
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MANAGINGYOURONLINECOMMUNITIES
19
KNOW
LEDGESOLUTIONS2009
ManagingyouronlinecommunitiesLetssaythereare,forsimplicityssake,twotypesofcommunitynetworksoutthere.(Theword
'social'doesnotalwaysapplyinthecontextofonlinesocialmedia.)Therearethemoreformal
collaborativebusinessnetwork(CBN)forumsandtherearethefriendlysocialnetworks(FSN).
Theybothhaveseparatebenefitsandyoushouldtrytomanagethemasseparatelyasyoucan.
Followingaresomerulesofthumbthatmighthelpestablishsanityinyouronlinesocialworld.
CollaborativebusinessnetworksThecollaborativebusinessnetwork(CBN)isanetworkofprofessionalswithwhomyouhave
comeincontactoveryourworkinglife.Asyouchangejobsovertimeyoumaylosetouchwith
thesepeople(someofwhomknewmoreaboutyouandfeltascloseasfamily,giventheamount
oftimeyouspentorspendwiththem).Someofthesepeoplemaybeexbosseswhowillgive
youareference,whichyoucanplaceinyourprofileofthisforum.CBNsrelatetoyour
professionallife.
Butbecareful,thesenetworkscanalsoworkagainstyou.Ifyouinviteeveryoneyouhaveever
receivedabusiness
card
from
or
simply
people
who
you
never
met
who
worked
for
the
same
companiesyouonceworkedfor,youbegintodilutethevalueofyourCBN.Thisisnotasensible
approachandyoumaylosecredibilityasaresult.
CBNtipsHerearesomesuggestedrulestofollow:
1 Don'tdiluteyournetwork.Thinkbeforeyouinviteoracceptsomeoneelsesinvitationto
linkwiththem.
2 Workitanditwillworkforyou.(Investthetime.)
3 Maintaincontactwiththepeopleonthenetworkfromtimetotimeevenifit'sjusta
simplefriendly
hello.
3
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THEEMOTIONALFACEOFTWITTER
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4 Beforepostinganymessagestakeamomenttoreflectuponwhatemotionalresponseyou
arewantingtoelicitfromyouraudience.
5 Youmaydisagreewiththisone(yourewelcometodoso!):keepyourCBNandFSN
separate.Toomanypeopleallowfartoomanyoftheirbusinesscontactsintotheir
Facebooknetworkandlivetoregretit!
SitessuchasLinkedInandPlaxocanbelikealiveCVorresumeofallyourcareerexperienceand
professionalskills.Recruitmentagentsandcompaniesareusingthesemoreandmoretolookfor
newrecruitsandcheckuponjobapplicants.
Thesesitesalsoallowfellowcommunity
memberstopostreferences.Thisreferencing
haslackedauthenticityinthepast,butis
startingtobeconsideredbonefideasacritical
massdevelops.
Yourown
credibility
hangs
in
the
balance
ifyou
giveareferenceforsomeoneanditendsup
beinguntrueorinaccurate.Theseforums,asa
result,begintoselfpolicethemselves.
FriendlysocialnetworkYourfriendlysocialnetwork(FSN)isacircleofpeoplewhoyouchoosetosharepersonalstuff
with.
Thisismoreofaleisureactivityand,dependingonyourpersonality,youmayspendhourseach
dayoreveninguploadingstuffandcheckingwhatyourfriendshaveuploadedandwritten
recently.
Thisisanabsolutelywonderfulplacetostayin
touchwithpeoplewhileyouaretravelling.Its
alsoagreatwaytomaintaincontactwithfamily
andclosefriendslivingindifferentstatesor
countries.Itshouldntreplacethephone.Ifused
inconjunctionwithothercommunicationtools,
thistypeofcommunicationenhancesthebond
youcandevelopwithothers.
FSNsmustbeusedwithalevelofmaturity.Too
oftenweseeanaveapproachtotheFSN
concept.Thinkbeforeinvitingsomeonetobe
yourfriend.Doyouwanttoshareeverything
youaregoingtouploadontothesitewith
them?Onceyouhavemadesomeone'afriend'
tolater'discard'orblockthemcouldhave
negativeemotionalconsequences.
LUKE:YourFacebookprofilephotoisvisibletotheworldsomakesureyoure
wearingsomeclothesinit.
Iknowsomeonewhowasn'tandthe
wholeoffice
took
great
delight
in
emailingitaround.
LUKE:Idon'thavetheenergytobreakmyFacebooksiteintomultiplesecurity
groupsandcompartmentalizemyso-
called'friends'intowhocanseewhat
videosorphotos.Iwanttokeepitas
simpleas
possible.
CELIA:IhaveseenrelationshipsbreakupasaresultofFacebookpasswords
beingshared.Ontheflipside,Ihave
heardoflong-lostfriendsgettingin
touchandrekindlingrelationships...
someevenfallinginlove!
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LEDGESOLUTIONS2009
FSNtipsHerearesomesuggestedrulestofollow:
1 AskdoIreallywantthemtoseethisstuff?beforeyouinviteoraccept.
2 Considertheemotionalconsequencesofapostoruploadand,ifindoubt,phoneand
explainwhat
you
really
mean.
3 It'sagreatwaytoshareexperienceandhavefun,butrememberthereisaseriousside.
LinkingCBNsandFSNsFSNsandCBNscomingtogetherisbecomingmorethenorm.Whenyouareexplainingonline
socialmediatosomeone,itsfareasiertoseparatethemfirstandthenexplainthattheyoften
dooverlap.Facebook,forinstance,hasbecomeawellrecognizedandeffectivebusiness
platform.
ThereachofonlinesocialmediaYouTube 445
million
users
#2 site in global minutes
over one billion video views each day
17 billion searches in August 09
20hrs+ videos uploaded every minute.
Facebook 390
million
users
#1 site in global minutes
over 6 billion minutes spent each day
over 2 billion pieces of content shared every week
over 2 billion photos
6 million Australian visitors in June 09
(the equivalent of the 4thlargest country on theplanet)
Twitter 55million
users
Realtime micro broadcasting
5,000 messages/second sent
available via web and mobile
800,000 Australian visitors in June 09
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THEEMOTIONALFACEOFTWITTER
22
KNOWLEDGESOLUTIONS2009
TheplaceforonlinesocialmediainbusinessBringingonlinesocialnetworksintothemainstreamandembracingthemisarelativelynew
conceptforbusinesses.TheMySpaceandFacebookgenerationhasgrownupwiththem.As
theseindividualstakeupmanagementpositions,onlinesocialnetworkingissimplybecominga
partofthefabricofbusinesswhetherinaformalorinformalway.
Buteventhoughyoungergenerationslivetheirlives
bathedinsocialmedia24/7,thisdoesnotmeanthat
theyimmediately
see
the
relevance
of
it
in
business.
Theorganizationsthatworkoutnowhowtointegrate
onlinesocialmediaintotheiroperationswillbethe
mostsuccessful.
Thisseemslikeasimpleequationonthesurface,but
inrealityit'sacomplextaskthatneedstobe
addressedbyeffectiveemotionalintelligenceskillsat
eachpointalongthecommunicationjourneyby
everyoneinvolvedintheconversation.(Thisincludes
thosewhoonlylistendon'tforgetthem!)
Twitterisincrediblypowerful.Itsbringingmore
peopletogetherthananytechnologyinthehistoryof
communication.
Thebenefitsofusing
onlinesocialmediafor
businessareaboutreturn
onengagement:Connect
withpeople.Build
opportunitiesthrough
dialoguethatwouldnot
haveotherwise
occurred.
Thenconnectthemwith
yourbusiness.
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23
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LEDGESOLUTIONS2009
Isyourbusinessusingonlinesocialmediaeffectively?Asyoubecomemoreawareofhowyoucommunicateonlineyouwillengagemoreandmore
effectively,which
strengthens
your
ability
to
communicate
over
all
social
media
channels
includingTwitter.Itsimportanttoestablishacommonstrategyforapplicationineachofyour
socialmediachannelsinordertoremaineffectiveonline.Youcanrepurposecontentfrom
differentchannels,butitsessentialthatyoudontsimplyrepeatthemessage,butreviseoredit
accordingtotheenvironmentandaudience.
ConferenceTwitterusageTwitterisreallytakingoffatconferencevenuesthis
bringsawhole
raft
of
value
to
the
experience
of
the
event.Asthespeakersaredescribinggroundbreaking
findingsorconcepts,twitterersintheaudienceare
tweetingtheessenceoftheinformationtotheir
followers.
Thishasanamazingeffectinthatitbringstheoutside
worldintotheroomandfollowersstarttobuildonthe
ideasastheyarebeingexpressed,soaggregating
value.
Typicallyacommonconferencehashtagisusedand
followersstarttoclusteraroundthethreadsof
information.
Somepeoplefollowingtheinformationcoming
outofasessionwillsimply
takeitallinwhileotherswill
starttoparticipateandadd
theirownviewsandideas.
Wehave
often
seen
people
insidetheauditoriumthink
thatthetweetsarecoming
fromwithinnotso.People
outsidesimplyneedtoget
holdofthecontextandthey
canbuildonthevaluebeing
givenandpropagatethatto
thetwitterverseforothers
tocontribute
to.
Imagineifyoucouldhookupwithallthepeopleyouwouldconsiderjustbrilliant...Wehopethissectiongeneratessomeconversations!Letusknowwhatyouthink.
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THEEMOTIONALFACEOFTWITTER
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KNOWLEDGESOLUTIONS2009
EmotionalintelligenceandonlinesocialmediaWhatisemotionalintelligence?EmotionalIntelligence(EI)canbedefinedasasetofskillsthatdemonstratehowoftenwe
perceive,understand,reasonwithandmanageourownandothers'feelings,emotionsand
moodstates.Ifthat'stoomuchofamouthful,anotherdefinitionis:anawarenessofandability
tomanageemotionsinahealthyandproductivemanner.
Afterall,
emotions
give
us
vital
information
and
we
need
to
learn
to
listen
to
that
information.
WheredidEIcomefrom?Emotionalintelligencereferstotheabilitytoperceive,control,andevaluateemotions.
Since1990,PeterSaloveyandJohnDMayerhavebeentheleadingresearchersonemotional
intelligence.Theydefinedemotionalintelligenceas'thesubsetofsocialintelligencethat
involvestheabilitytomonitorone'sownandothers'feelingsandemotions,todiscriminate
amongthemandtousethisinformationtoguideone'sthinkingandactions'.1
SaloveyandMayerproposedamodelthatidentifiedfourdifferentfactorsofemotional
intelligence:
theperceptionofemotion
theabilitytoreasonusingemotions
theabilitytounderstandemotion
theabilitytomanageemotions.
1PSalvoney
&
JD
Mayer
1993,
The
Intelligence
of
Emotional
Intelligence
in
Intelligence,
17(4),pp.43342.
5
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EMOTIONALINTELLIGENCEANDONLINESOCIALMEDIA
25
KNOW
LEDGESOLUTIONS2009
In1995theconceptofemotionalintelligencewas
popularizedafterthepublicationofpsychologistand
NewYorkTimessciencewriterDanielGolemans
bookEmotionalIntelligence:WhyItCanMatterMore
ThanIQ.
OnlinesocialmediaassocialscienceRealistically,onlinesocialmediaisaboutsocialscience
andnottechnology.Socialsciencecanbedefinedas
thescientificstudyofhumansocietyandsocial
relationships.Itcanbearguedthatthesedaysdigital
communicationchannels:
canactasyourreceptionistorfirstpointof
contact
areyourspokesperson
arethemaincontactforyourtalkativecustomers.
Soitmakesperfectsensethatweshouldbeworkingouthowtouseemotionalintelligenceto
makesureouronlinecommunications,especiallythoseinonlinesocialmedia,havethebest
chanceofbeingclearandunambiguous,engagingandrepresentourbusinessaccurately.
MakingsenseofemotionalintelligenceBelowisatableshowingthesevenskillsthatdefinehoweffectivelyweperceive,understand,
reasonwithandmanageourownandothersfeelings.Wehavesimplifieditsoitisnottoo
overwhelming.Wehavedonethisbecauseemotionalintelligenceisanewconceptinthespace
ofsocialmedia.WhetheryouarenewtoTwitterorhavebeentweetingforageswewanttohelp
youenhance,improveandstrengthenyourexperienceofthetools.
Dontgettoohunguponeachoftheskills.Thefirststepisawareness.Thereisareflection
exerciseattheendofthissectiontohelpwiththat.
Dontoveranalyzeyourself.Becausewetrytobeawareofhowoftenwedemonstrate
emotionallyintelligentbehaviors,youmaythinkyouarelowincertainskills.But,infact,other
peoplemayhaveadifferentviewofyou.
Orviceversayoumaybelieveyoudemonstrate
certainbehaviorsregularly,butotherpeoplemaynot
seeitasbeingso.
Itisbydevelopingawarenessthatthegapcanbe
closed,creatinganopportunityforgrowthand
learning.
Sodoyouplaceenough
emphasison
how
effectivelyyouare
communicatingonline?
...Seriously...Doyou?
Wewouldlovetohave
loadsofdiscussionon
thispointsofeelfreeto
builduponwhatwe
havelaidopen.
Weadmitit...wealsowant
toopenupsomedialogue,
sohaveareadandletus
knowwhatyouthink.
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THEEMOTIONALFACEOFTWITTER
26
KNOWLEDGESOLUTIONS2009
SKILLOFEI DEFINITIONEMOTIONALLYINTELLIGENT
LEADERSUSETHISSKILLTO
Emotionalself
awareness
Theskillofperceiving
andunderstanding
ones
ownemotions
recognisehowfeelingsareimpacting
thoughts,decisions,
behaviour
and
performanceatwork
Emotionalexpression Theskillofexpressing
onesownemotions
effectively
generatetrustandperceptionsof
genuinenesswithothers
inspirecommitmentfromthosetheylead
whenpresentingtheorganisationsvision
Emotionalawareness
ofothers
Theskillofperceiving
andunderstanding
othersemotions
betterunderstandothersandhowto
engage,respond,motivateandconnectwith
them
Itisafundamentalelementofinterpersonal
successandqualityofinterpersonal
relationships
Emotionalreasoning Theskillofutilising
emotionalinformationin
decisionmaking
influencemarketingstrategies(astheytake
intoaccounthowcustomersmayfeel
towardsaproductorservice).
(Lowscores
may
indicate
an
individual
has
a
morefactbaseddecisionmakingstyle.)
Emotionalself
management
Theskillofeffectively
managingonesown
emotions
improvetheirabilitytocopewithwork
demands
practiceeffectiveselfleadership
managestresslevels
Emotionalmanagement
ofothers
Theskillofinfluencing
themoods
and
emotions
ofothers
createpositiveworkenvironmentsforthose
theylead
generategreaterproductivityand
performancefromothers
Emotionalselfcontrol Theskillofeffectively
controllingstrong
emotionsexperienced
improvetheiremotionalwellbeing
thinkandleadothersclearlyinstressful
situations
Source:adaptedfromGenosEI(Researchpartner,TheBrain
SciencesInstitute,
Swinburne
University).
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PERSONALFILTERING
27
KNOW
LEDGESOLUTIONS2009
PersonalfilteringAccordingtopsychologistMihalyCsikszentmihalyi,wegatherinformationfromtheworld.
2Outofapproximatelytwomillionbitsofinformationsurroundingus,weareonlyconsciouslyaware
ofaround134bitspersecond(BPS).Ateverywakingmomentweareliterallyinundatedata
consciousandunconsciouslevelwithinformation.Imaginegoingtothesupermarket.Youwalkintothestoreandyouaresurroundedbyexternal
stimuli(suchassigns,color,noisesandpricing)andyourbodyresponds.Perhapsyourheart
beatsalittlebitfaster,thesoundofacryingchilddisturbsyou,youfeelwarmorcool,youhave
selftalkremindingyoutobuymilkoryoumentallyaddupthecostofyourgroceriesasyoupush
yourtrolleyaroundtheaisles.
Ifwehadtobeconsciouslyawareofeverythingwesee,taste,touch,smellandfeelandpay
attentionto
it
we
would
be
overwhelmed.
So
we
haveafilterCsikszentmihalyicallsthereticular
activatingsystem,whichfiltersmostofthe
informationforus.Weareonlyawareofasmall
pieceoftheactualrealityoccurringaroundus.
Someofuspaymoreattentiontowhatwesee,
sometowhatwehear.Someofusaremoreaware
ofhowthingsfeelandsomeofuspaymore
attentiontodata,factsandfigures.
Whatthatmeansisthatnoneofusperceiverealityasitreallyis.Weeachonlyperceiveadifferentsetof134bitsofrealitypersecond.We
allhaveadifferentperceptionofreality.Thisexplainswhytendifferentwitnessesatanaccident
scenecanhavetendifferentexperiencesofwhat
occurred,basedonwhattheyhaveseen,heard,
feltandcalculated.
2Csikszentmihalyi,M1990,Flow:ThePsychologyofOptimalExperience,HarperandRow,NewYork.
6
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Aswegatherinformationfromtheworldtheminddeletes,distortsandgeneralizesinformation
basedonthebeliefsweholdinternally.Ifsomeonebelievestheyarestupid,theymaydelete
fromtheirexperienceanytimetheydosomethingclever.Theirmindwilldistortinformation,so
ifsomeonesaystothemYouaresoclevertheymayhearasarcastictonewherethereisnone.
Theirmindwillgeneralizetheirexperiencestosupportthebelieftheyarestupidsotheycreate
experiences,suchasalwaysfailingexams,tosupportthattheory.
Ofcoursethisisallunconscious.Noneofuswouldwanttodothisconsciously.Itshuman
natureto
want
to
be
happy
and
successful.
Yet
we
have
so
much
fear
that
we
fabricate
stories
tokeepourselvessafe.Ourunconsciousmindsthencontrolandrunprogramsautomatically
forussometimesevenprogramsthatgiveusaresultwedontwant,onethatwestruggle
toturnoff.
Thedeletionofinformationalsohasanimpactonhow
wecommunicateonlinewithotherpeople.Whenever
wejudgesomeoneorhavenegativeopinionsabout
someoneorsomething,wetendtojustifyourown
realityandmakethatpersonwrong.Weeffectively
deleteanything
good
about
them
from
our
reality.
Becauseofthis,whenwecommunicatethroughonline
socialmediachannelsourmindswillarrange
informationinsuchawaythatmakessensetous.
FilteringandEITheexistenceofthesefiltersandtheneedtobecomeawareofouremotionalintelligenceisthe
reason
we
wrote
this
e
book.
We
want
to
get
everyone
thinking
about
what
life
is
like
in
Doweeverknowwith
100%certaintywhatis
goingon
in
someone
elsesmind?...Unlikely!
InattentionblindnessDaniel Simons (University of Illinois) and Christopher Chabris (Harvard University)conducted a study to demonstrate how much we can actually delete information.
In their study subjects were asked to watch video footage of people throwing a
basketball back and forth. They were asked to focus and count how many times the
basketball was passed. In the middle of the video clip a person in a gorilla suit
passed through the middle of the game for nine seconds and then out of sight.
When asked, an average of 50 per cent of the subjects didnt see the gorilla pass
through the game! Why? Some people were focusing so much on the counting and
data that they missed out on the visual detail of a gorilla in the middle of their view.
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PERSONALFILTERING
29
KNOW
LEDGESOLUTIONS2009
someoneelsesshoes.Someonemayputa
messageonlinethatyouviewassarcasticor
arroganthowdoyourespondtothat?
Hopefullythisebookhelpsyoutoviewthingsa
bitdifferently,
thus
enhancing
your
experience
ofTwitterandothersocialmediachannelsand
helpingyoubuildamorerobustcommunity,
keepingconstantawarenessofothersinyour
mindseye.
Weneedtothinkaboutourlanguageusagein
onlinesocialmediaandwhathappenswhenwe
createastoryaboutwhatsomeoneelseis
thinking.WhenweusetoolssuchasTwitterwe
shouldrealizethatourcommunitiesarea
collectionofpeoplewithfeelings,needsand
aspirations.Weneedtoconsiderthemakeupof
ouraudience.Askyourself:haveyoutakenthetimetogettoknowyouraudienceandareyou
tryingtobuildarelationship?Doyougettoknowthembydippingintothetweetstreameach
dayoreverycoupleofdays.
Wecanneverknowforcertainwhatisgoingoninsomeoneelse'smind.Wecan'tpossibly
becausewedon'tknowwhatexperiencesthey'vehad,whatvaluestheyholdorandwhatbeliefs
they
have
that
shape
and
influence
the
way
they
communicate.
Ifwesimplykeepthisinminditwillhelpuscommunicatemoreeffectively.
Samewords,differentmeaningThis old example helps us understand how many meanings can be derived from the
same few words. Read aloud the following sentences, emphasizing the highlighted
word:
I never said I would do it.
I never said I would do it.
I never said I would do it.
I never said I would do it.
I never said I would do it.
I never said I would do it.
I never said I would do it.
CELIA:Nothinghasmeaningbutthemeaningwegiveit
Haveyouevercomeacrossatweetor
blogpostwherethetweeteruses
languagethatssofamiliartothem,but
theydontseemtorealisethatthesame
languagecanhavedifferentmeanings
topeopleinadifferentindustriesor
cultures?Thiscanresultinabarrierto
developingrelationshipsonline.Sohave
alookyourself.Noticehowyou
interpretdifferenttweetsandhowthey
makeyoufeelareyoumaking
assumptionsabouttheintended
meaning?
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THEEMOTIONALFACEOFTWITTER
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KNOWLEDGESOLUTIONS2009
UsingemotionalintelligenceinonlinesocialmediaWemustrealizeandrememberthatthereisapersonontheendofallcommunicationstreams
andthereforetheabilitytodemonstrateahighlevelofemotionalintelligenceinsuchforumsisessentialnotonlyforgettingthedesiredoutcome,butperhapsmoreimportantly,for
nurturingongoinginternalandexternalrelationships.Weneedto'evolve'online.Justasittakes
timetoevolveintothepersonwearetrulymeanttobe,italsotakestimetoestablishrelationships,communitiesandnetworksonline.
It'sanewschoolplaygroundandittakestimetoestablishyourself.Ifyoujoininthegameondayoneandwant
toplayhopscotchwheneveryoneelseis
playingbasketballyou'renotgoingtoconvert
theplayerstoyourwayofthinkinginan
instant.Theymayeventhrowyouoffthe
court.
Youmay
need
to
play
agame
or
two
of
basketball(whoknows,asyour
understandingofthegameincreases,along
withyourskills,youmayevengettolikeit)
beforeyouintroduceyourselfasateam
playerandthensuggestanewgame.
Bythistimeyouhavethetrustoftheother
playersandtheyaremorewillingtolistento
yourideasandhaveagoatsomething
different.The
same
is
also
true
for
online
socialmedia.
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31
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LEDGESOLUTIONS2009
ThinslicingMalcolmGladwellintroducedtheconceptof'thinslicing'inhisbookBlink.Hebelievesweareall
capableofjudgingandevaluatingaperson'sauthenticityandproximitytoourvaluespractically
in
an
instant.
This
is
a
process
we
have
within
us
to
rely
on
a
gut
feeling
about
people.
If
we
believeGladwell,wesimplyneedtogowithourinitialinstinctinordertoscreenindividuals
onlinewhomayormaynotaddvalue,asourinstinctispracticallyalwaysright.
OnTwitterwearethinslicingindividualsin140characterstodeterminewhethertheyareworth
followingornotorwhetherweshouldblockthemaltogether.Thismaysoundcallousatfirst,
butwhenthenumbersoffollowers/followingstarttogathermomentumyouneedtocopeand
relyingonyourintuitioniscritical.
Buildingtrust
online
to
build
rapport
Abusinessthatpeopledonttrustisnotgoingtosurvivelong.Trustisessential.Onceeroded,
itshardtowinback(evenifaclaimorrumorwasnteventrueinthefirstplace).
Togrowyouronlinecommunityyouneedpeopletofeeltheycantrustyoutoliveuptotheir
expectations.Oneofthethingsaboutbuildingtrustonlineisthatit'snotgoingtohappen
overnight.Butitwillhappenifdonecorrectly.
Buildingtrustisaboutbuildingrapport.Sohowdowebuildrapportonline?
Whenwetalkaboutrapportwereallywanttolookatbecomingwhatcanbecalleda
charismaticcommunicator.
The
word
communication
comes
from
the
Latin
communicare
meaningtoshare.Itsaboutsharinginformation,giveandtake.Communicationinvolvesthe
abilitytobeawareofotherpeopleandtheirneeds.Thisawarenessenablesustocommunicate
inawaythatisuplifting,inclusiveandgenerallyfavorsothers.
Rapportisnotabouttryingtomakepeoplelikeyou.(Thatscalledmanipulation!)Creating
rapportisabouthavingpeoplefeeltheyarelikeyouinsomeway.Thisdevelopstrustatamuch
fasterrate.Rapportistheabilitytoentersomeoneelsesworld;tomakethemfeelthatyou
understandthemandthatyouhaveacommonbond.Themoreyoudothis,themoreflexible
youcanbeinsituationsandthegreateryourchancesofobtainingrelevantinformationtocreate
awin
win
situation.
BeingclearNothinghasmeaningbutthemeaningwegiveitsoifwearenotclearinourcommunication
thenotherswillhallucinate(makeassumptions)aboutwhattheythinkwearethinkingand
feeling.Theywillmaketheirownjudgmentcallandcomeupwithananswerthatmakessense
tothem.Theresultingresponse,however,maybeinappropriateorinaccurate.
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YouresellingemotionTheobvious,thoughoverlooked,aspectofcommunicationboilsdowntothefactthat:youre
sellingemotion.
Weare
emotional
creatures.
Everything
we
do
is
for
an
emotional
response.
Think
about
it
...
whenyougofastinyournewredsportscaroradmiretheresultsofyourrecentbotox
treatment,whatareyouhopingtogetoutofit?Behonestnowyouwanttofeelfree,
powerful,alive,energized,whatever.Thepointisyouwanttofeelsomething.
Wefeelfirst,thenthinklaterthisisourbasicsurvivalinstinct.Youdonttendtoanalyzehow
manyclawsthelionhas;youfeelfearandrunlikehell.(Penn)
Weneedtoconsiderthathowwecommunicateisgoingtohaveahugeimpactonourabilityto
formreallyvaluablenetworksandproductiverelationshipsandmaintainourreputationand
credibilityinthemarketplace.Wecreateourownmarketplacenowbywhowefollowandwho
wehavefollowingus.
Isyoursocialmediacommunicationstyleworking?Areyouattractingattention?(Intherightway,ofcourse.)Areyouconvincingyouraudienceyou
havesomethingworthwhiletosay?Areyouconvertingleadstocustomers(havinglistenedto
themandreplied)?
Thisallstartswithyouhavingtodecidewhatendemotionyouwantsomeoneelsetofeeland
workingyourwaybackfromthere.Thisiseasiersaidthandone;ittakesconsciouseffort.
MarkTwainoncesentalettertoacolleaguewithanoteattached:Sorryaboutthelongletter,
Ididnt
have
time
to
write
ashort
one.
KeepingyouraudienceinmindIn order for us to make as much sense as possible to our audience we need to ask:
What do we want our audience to feel as a result of this tweet?
Could the message be construed as ambiguous, aggressive or damaging in
some way?
Is your messaging resulting in you being like what your audience expects you
to be like?
If not, how can you say it differently to be more yourself and authentic?
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Thisreallyappliestomicroblogging
aswell.Wemightthinkwritinga
messagein140charactersis
simple,butactuallyconveying
everythingwe
want
to
say
and
get
thetonerightinfewerwordsisnot
thatsimpleatall.
Theconstraintsof140charactersin
aTwitterpostmeanswehaveto
putquiteabitofthoughtintoitto
getitright.Don'tforgetthatevery
tweetconveysemotionandcanbe
misinterpreted!Itisaskillthatwe
getbetter
at
with
more
experience
though.
ChristopherSPenn,inItshowyoumakemefeelthatmatters,explainsthatcommunicationis
aboutsellingemotion.Helistssomeexamplesofsomeofthewellknownfolksinonlinesocial
mediaandasks:
Examinethefeelingsandnoticewhatisgoingonforyou:HowdoesChrisBroganmakeyoufeel?HowdoesGaryVaynerchukmakeyoufeel?HowaboutAnnHandley,PeteCashmore,GuyKawasaki,SethGodin,PerezHiltonorJustineEzarik?
Theanswerisnever'nothing'.Theyallcreateemotionsinyouthatbringyouclosertoknowing
themandhelpbuildtrust.Eachoftheaboveexamplesallelicitacertainemotionalresponse
fromtheaudienceandthishelpsbuildtrust.
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LearningemotionalintelligenceOnlinesocialmediaexposesus:Wehavelongbeensegmentingourworklifeandprivatelifeand
thepassioninbothhasbeendilutedasaresult.Nothingissacredontheinternetandweare
exposedbasedonwhatwepasteontoit,goodorbad.Communityshameisthelawbywhichwe
arejudged.Ifwewanttodelveintothedepthsoftheinternetanddragupthedirtonsomeone
whohasmultipleidentitiesitsonlyafewclicksaway.Don'tfeelyouhavetotryhardtofindout
moreaboutsomeonesidentity.It'soutthereforyoutofind.Andlikewiseforotherpeople
learningstuffaboutyou.
Henceweshouldpracticeconstantawarenessthatwhatwearesayingonlinecouldbeforever.
Makesurethatyoudon'tdoanythingthatcouldadverselyaffectyouronlinecommunityunless
youarepreparedtohaveyournameandallexposed.Andintheblinkofaneyeyouwillbe
unfollowed.
Microblogginghasmadeitassimpleaspietoneverhaveanyoneyoudon'twanttraipsinground
yourbackdoor.Microbloggingletsyoumouldatrueandauthenticcommunity,whichwillform
overtimeandprovidevaluethroughoutyourlife.
Weoftenhearpeoplecomplainthatitstoo
hardtolearnhowtomoldtheircommunication
sothatitsmoreeffectiveandreceivedwellby
theircommunities.Butitsnotimpossiblewe
canchangeandwecanlearn!
Forexample,itsnosecretthatyoucansweat
yourwaytomoresculptedabsandastronger
heart.Butresearchhasfoundthatyoucanalso
buildabetterbrain.
NormanDoidge,authorofTheBrainthat
ChangesItself,stated'Forabout400years,
scientistsviewedthebrainasacomplex
machine...andthatmeantitcouldn'tgrow
newparts.'
StagesoflearningUnconscious
incompetence
ConsciousincompetenceConsciouscompetence
Unconsciouscompetence
8
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'Butrecentstudiesandimagingtechnologyshowthat
it'smorelikeamuscleoragroupofmusclesworking
togetherthatbulkupwhenexercised.'Muchlikea
footballplayerwhocrosstrainstoimprovehis
performance(sprinting,
weightlifting
and
stretching),
crosstrainingyourheadwithdifferenttasksboosts
yourmentalfitnessbyincreasingyourbrain'sneural
connections,bloodflowandeventheweightofthe
brainitself.
Soeventhoughpeoplemayhavethemisconception
thatyoucantlearnhowtobemoreemotionally
attunedtobothyourselfandyouraudienceitssimplynottrue.Likelearninganynewskill,ifyou
practice,youmovethroughthedifferentstagesoflearninguntiltheskillbecomespartofwho
weare
our
neurology
learns
anew
behavior.
Takeyourselfbacktowhenyoulearnttodriveacar.Whenyoufirstgotbehindthewheelthere
wassomuchtothinkabout.Youhadtocoordinateallthepartsofsteering,changinggear,
depressingtheclutchandbrakes.Itallseemedsochallengingbackthen,butnowyouprobably
dontgiveitasecondthought.
FeeltheloveBecauseemotionsaffectthewaywethinktheyultimatelyaffectthedecisionswemake.Thisis
whereemotional
intelligence
comes
in.
Exercising
emotional
intelligence
not
only
makes
ahuge
differenceintheworkplaceandlifeingeneral.Theseskillsareessentialforbuilding
relationshipsonline.Forexample:
Effectiveleaderscommunicatehowtheyfeeltoinspireandgenerateconfidencefrom
others.
Highperformingsalesteamsthinkmoreabouthowtheircustomersfeeltostrengthen
theirsellingrelationships.
Teamsthatworkmorecloselyaremoreawareofhowemotionshelpandhinderthe
teamsperformance,increasingjobsatisfactionandretention.
Ask
yourself
the
following
questions.
Haveyoueverbeeninasituationwhereyoudidnothireoracceptsomeonebecause
somethingjustdidntfeelright?
Haveyoumissedoutonajobpromotionbecauseofpoorleadershiporcommunication
skills?
Haveyoueverhadanyinterpersonalconflictorbeenbullied?
Wouldyouaskyourbossformoreresourcesortimeoffwhenyoucanseetheyarehaving
abadday?
Emotionsinfluencethebehaviorthatwedisplaytoothers.Thisgetsreflectedthroughourtone
ofvoice,ourbodylanguageandourfacialexpressions.Sohowcanthisbetransferredinto
effectivecommunication
online?
Its
the
same
principles
as
face
to
face
interaction:
listening,
sharingandremainingastransparentaspossible.
Theysayyoucan'tteach
an
old
dog
new
tricks
...
butyoudonthavetobe
anolddogtobestuck
inarut!
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EmotionsinfluenceourperformanceHowdoyouperformatworkwhenyoufeelfrustrated,bored,distracted,irritatedorannoyed
aboutsomethingorsomeone?Contrastthistohowyouperformwhenyouareupbeat,positive,
satisfied
and
optimistic.
Now
think
about
your
interaction
online.
Have
you
ever
posted
somethingandthenlaterregrettedit?The
troubleis,nowitsupthereforeveryoneto
see(orifyoudeleteit,youreprobablytoo
lateandlotsofpeoplehaveseenit).
Thesedaysmanyorganizationshaveonline
socialnetworks.Withinthesenetworksthe
membersdemonstratedifferentlevelsof
emotionalintelligenceaccordingtotheir
individual
experiences
and
filters.
In
general,
businessesarenotusedtocommunicating
throughmultipleonlinechannels.Because
onlinewedon'thavetonalityandbody
languagetohelpusespeciallyover
modalitiessuchasTwitter,whereyouonly
have140characterstogetyourpointacross
webegintomakejudgmentsor
assumptionsaboutanotherpersons
character.Itsonlyhuman.
HowcanIimprovethewayIcommunicatethroughsocialmediachannels?Greatquestion!We'resogladyouasked.Youcanstartbytryingtoimproveyourownemotional
intelligenceandapplyittoourcommunicationonline.Readon!
Howsyourreputation?A 2009 social networking study by
Deloitte LLP found that 74 per cent of
employed Americans believe its easy
to damage a brands reputation via
sites such as Facebook and Twitter.
Deloitte also reported that nearly
onethird of those surveyed say they
never consider what management, co
workers or their clients would think
before posting material online.
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EmotionalintelligenceandonlinecommunitiesBelongingItwouldbeniceifwecouldforceourcommunitiesandnetworkstoloveusandstickaround
forever.Thetruthiswecant.Theyeitherexistortheydon't.Memberseitherswarmorthey
leave.TheyareeitherinterestedandparticipativeortheyareNOT(andthisincludeslurkerswho
simplylisten).
Sowhatisitthatgluesthesecommunitiestogether?It'sasimilaressencethatmakesagroupof
colleaguesgotothepubafterworktogether.Theyhavetheopportunitytogostraighthomebut
theydon't.Theyfeeltheybelonginthisgroup(thisnetwork)andarebetterabletofendoffanyattackinglionsbybeingina
groupitsbasicsurvival.
Thereisalsoacommon
thread,whichappears
throughthelanguagewe
use.It
is
interesting
to
note
thatwordssuchas
authenticity,transparency,
honesty,trust,genuineness,
safety,respect,security,
integrityandcongruency,
allseemtocomeupwhen
speakingaboutonlinesocial
media.Thesearevaluesthatareimportanttomany
peopleinourcommunities.
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Whatisavalue?Verysimply,ifyouplaceimportanceonsomethingthenyouvalueit.Thereforevaluesare
thewaywejudgegoodandbad,rightandwrong,appropriatenessandinappropriateness.
In
our
minds
we
unconsciously
arrange
our
values
in
hierarchies.
As
we
evaluate
our
actions,themoreimportantvaluesareusuallysearchedforfirst.Afterthemoreimportant
valuesarefoundandsatisfied,thenthenextmostimportantonesbecomeimportant.We
canlikenthistothoseRussianbabushkadolls.Allourvaluesareasubsetofouronebig
valueandthemorelayersyoutakeoffthevaluesbecomemoresubtleandthedolls
becomesmaller.
Ifwefeelthatlifeismeaninglessorpointless;ifwe
feelconflictoverissuesatworkorhome,inour
relationshipswithourselvesandwithothers,itisoften
a
result
of
conflicting
values.
Because
values
are
emotionalstateswewanttoexperienceonadaily
basisandtheyshapeourdecisionsandwhatourlives
looklike.
Therefore,ultimately,ourvalueswilldictatehowwe
communicateonline.
Valuesarethe
unconsciousrules
weliveby.
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ApplyingemotionalintelligencetoonlinesocialmediaRereadtheemotionalintelligencetableonpage26.
Nowletsbreakdowntheskillslistedtoexaminewhattheymeanifapplieddirectlytoonline
socialmedia.Seethetableonbehavioralindicators,EIskillsandexamplesonthefollowingtwo
pages.
Notethat,asyet,thereisnoresearchavailabletoshowwhichoftheskillsisadirectpredictorof
certainbehaviorsonline.
Wehaveaprojectunderwaytouncoverthis.Thepredictedoutcomeofthisistomakeiteasier
todirectlymeasureeachskillandassesshowitisaffectingpeoplesabilitytobuildeffective
onlinerelationships.
ReflectionexerciseforEIKeepadiaryforthenextsevendays.Takenoteofsituationsthatoccuronlineandhowthey
makeyoufeel.Howdidyoureactorrespond?Comebacktosomeofthesituationsadayortwo
laterand
note
how
you
feel
then.
Attheendoftheweek,examineyourdiary.Reconsidereacheventandtheemotionsyoufelt,
thestrengthoftheemotionsandyourreactionstothem.
Considerwhetheryourreactionswereappropriatetothesituationandhowyouexpressedyour
feelingsonline.
Recallyourthoughts,yourbodylanguage,facialexpressionsandwhateverelseisrelevantfor
youatthattime.Didthataffecthowyourespondedonline?
Rerunthesituationthroughinyourmind.Couldyouhavedoneitdifferentlywithmore
emotionalawareness
and
expression?
Would
this
have
made
adifference?
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BEHAVIOURALINDICATORS SKILLSOFEI EXAMPLE
Engagesincreativewaysofenhancingand
disseminatingrelevantinformationthroughonline
socialmedia.
Resolvinggroupconflictwithappropriateetiquette
(i.e.outsidetheviewofnonpartialonlineparties).
IntegratingvariousOnlinecommunitymembers'
perspectivesandfeedingthoseouttotheother
onlinegroupsofinterest.
Emotionalawarenessofothers
Emotionalmanagementofothers
Emotionalexpression
Emotionalselfcontrol
Emotionalselfmanagement
Agreatexampleof'w
Shankmansblog,How
communicates.These
notsonicesideofhis
whichcouldpotential
beenmoreawareofh
probablyhavethough
Isproactiveinopenlydiscussingdifficultissues,
concernsandpeopleproblemsintheappropriate
onlinesocialmediachannelofcommunication(e.g.
Facebook,Twitter,email,videoconferencecall).
Canadvocateanissueorcausethatisoften
sponsoredbybusiness.
Emotionalexpression
Emotionalselfawareness
Over$7,000wasraise
forwomeninpoverty
Twitter.Hadtheorigi
nothavebeentheout
toatweetup(faceto
causeallorganisedt
Flickr.
Thisisagreatexampl
initiatedonlinethata
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41 KNOWLEDGESOLUTIONS2009
BEHAVIOURALINDICATORS SKILLSOFEI EXAMPLE
Encouragesandsupportsteammembersintheir
onlinesocialmediaactivitytocontributeactivelyand
fullytoprojects.Thisalsoactsasadecisionsupport
systemandcrisismanagement.Italsoallowsfor
assemblyofrelevantpeopleatshortnotice.
Emotionalawarenessofothers
Emotionalmanagementofothers
Emotionalreasoning
Twitterwasusedtob
bushfiresinthestate
Onlinesocialmediaallowsforcollaborative
brainstormingandcontributestoprojectoutcomes
regardlessofwhereallcontributingpartiesare
located.
Microbloggingisoftenusedasatooltoaggregate
relevantmaterialandallowallpartiestococreate
valuableknowledge.
Emotionalreasoning
Emotionalmanagementofothers
Whenlookingforinfo
performing,amarket
tweettocategorisea
group.(Forexample,
Eachtimeamarketing
articleontheinternet
tag.Thenthepersonw
analysiscansearchon
articles.Thatpersonc
manyrelatedarticles
theresearch,giveenc
membersalongthew
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Twitterit'sallaboutconnectionConnectingpeopleonTwitterThehighestlevelofnetworkingisnotwhenyouconnectyourselfwithothers,butwhenyou
connectotherswithotherswhoneedeachother.Whenthislevelofconnectivityisattainedthe
degreesofseparationbecomesinextricableandthevaluegainedisenormous.Whenthese
individualsstarttoshareinformationitisprofound,butwhenthisinformationissharedand
otherswhomighthaveanontologicalbindtoitstarttotapthesourcesomethingamazing
happens.Thestrengthofthemultipliereffectexperiencedinknowledgesharingissomething
wehaveneverseentosuchanextentbefore.
Microbloggingistheplatformthatwilldrivethisfreeflowofinnovationandknowledge
aggregation.Twitterhasalreadyreachedatippingpointinthisregardanditispassing
knowledgeatthespeedofconversation.
Restrictionstoknowledgesharingfromthemicrobloggingplatform:Einsteintooktheconceptof
timeveryseriouslyandforgoodreason.Youjustcantchangeit.Itssetinourthree
dimensionalworld.ThereisanamazingbookcalledEinstein'sDreamsinwhichtheauthor
exploreswhattheworldwouldbelikeifwehadadifferentperspectiveontime.Forexample
onechapterdelvesintohowthelivesofpeoplelivinginavalleywheretimeisfasterthelower
downintothevalleyyoulive.Youmoveslowerasyouwalkupthehillssurroundingthevalley.
Microbloggingcant
get
away
from
the
concept
that
it
is
best
lived
as
it
happens.
Authenticity
is
aresultofusbeinginthemoment.Wecan'tdelayatweetuntilearlymorningandexpectitto
havethesameresult.It'sjustnotreal!
ThereareanumberofTwitterapplicationsthatwillallowyoutostoreuptweetsanddeliver
theminastaggeredapproach.Thisisausefultoolforsome,thoughwefeelthetruevalueof
Twitteristoknowthatthereissomeoneontheothersideofthetweetwhojustpressedthe
sendkeysomeonesstuckinabusshelterhasjusttweetedthatacardrovethroughapuddle
andsprayedwaterupontothem.Thistypeoftweetisrealtime.
That'swhataconversationis:realpeople,livingrightnow,talkingaboutit.
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RulesforconnectingOKwecan'tleaveyouhanginglikethatwithoutsomekindofsolution,soheregoes:
Itsgoingtotakeacombinationofsocialmediatoolstosuccessfullymanageournetworkof
communities,but
Iguess
you
knew
that
already.
ItsgoingtotakeacombinationofLinkedIn,FacebookandTwitter(withafewothersinthepot
togetthebalanceright).
Itscomplex,timeconsuming,convolutedandeverchanging,butmassivelyrewardingifyou
manageallyoursocialmediachannelseffectivelyandlistentothesignals.Thesesignalsare
drawingonalltheskillsofemotionalintelligence!
Repurposeyourcontenttospreadyourselfeffectivelyacrossthesechannels.Doso,however,
withoutrepeatingyourselfwordforwordandremainauthenticandreal.
LUKE:TwitteringinthetimezonesIhaveanextensivenetworkinEuropeandtheUSA.IfIstarttomovemyfocustowards
TwitterandhypotheticallystarttoignoreothersocialmediachannelsasTwittertakesup
moreandmoreofmysocialmediatimeI'llstarttoignorethosewhoarenotinasimilar
timezonetome.
OMGwearegettingbacktohowisreallyisintherealworldandchattingtopeoplewho
are
awake
when
we
are
...
how
about
that!
Seems
strange
to
even
contemplate.
IhavethoughtaboutthislongandhardandunlessIstayupverylateorgetupveryearly
therearefollowersandpeopleIfollowwhoIwon'tactuallygettoseeinmytweetstreams.
Iwillhavetoactuallygoandlookattheirtweetstreams.I'mnottendingtodevelopa
relationshipwiththemasIdon'tseetheirtweetsthatoftensoI'mgoingtostarttoforget
aboutthemovertimeandmayevenunfollowthem(heavenforbid).
What'sthepointoffollowingloadsofpeopleontheothersideoftheworldwhodon'tget
involvedintheconversationsthatIamsopassionateabout?
It
would
seem
that
any
time
zone
which
is
more
than
a
few
hours
either
side
of
me
will
starttobeforgotteninmonthstocome.(I'mgeneralisinghereasthereareafew
dedicatedtweetersintheStatesandEuropewhodosomecrazyhoursandImnotreally
consciousofwheretheyareandwhattimeitiswheretheyretweetingfrom,thoughthey
arenotthenorm.)SoformeTwitterisalatitudinalrelationshipbuilderI'mstartingto
adapttothiswayofthinking.
LoadsofyoumaythinkthatI'monanotherplanetwiththisconceptbutinTwitterit'sthe
authenticityofthemomentthatgivesmeathrill.Delayingtweetsisamarketinggame.
Keepitrealpeopleanditwillworkforyou.IdontfeeltheLuvunlessIthinktheresa
personbehindthetweet.Imnotaro(bot)sowhyshouldIreplytoanautomatedtweet
sentby
abot?
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NS2009
Itsimportanttoextracttheessenceofcommunityforustounderstandhowtoconnectonline.
Thefollowinganecdotehighlightstheimportanceoflooseties.
TheLittlePrince It was then that the fox appeared.
'Good morning' said the fox.
'Good morning' the little prince responded politely, although when he turned
around he saw nothing.
'I am right here,' the voice said, 'under the apple tree.'
'Who are you?' asked the little prince. He added, 'You are very pretty to look
at.'
'I am a fox,' the fox said.
'Come and play with me,' proposed the little prince, 'I am so unhappy.'
'I cannot play with you,' the fox said, 'I am not tamed.'
'Ah please excuse me,' said the little prince. But after some thought, he added:
'What does that mean: tame?'
'You do not live here,' said the fox, 'what is it you are looking for?'
'I am looking for men,' said the little prince. 'What does that mean: tame?'
'Men,' said the fox, 'they have guns, and they hunt. It is very disturbing. They
also raise chickens. These are their only interests. Are you looking for
chickens?'
'No,' said the little prince. 'I am looking for friends. What does that mean:
tame?'
'Oh, it is an act too often neglected,' said the fox. 'It means to establish ties.'
'To establish ties?'
'Just that,' said the fox. 'to me, you are still nothing more than a little boy who
is just like a hundred thousand other little boys. And I have no need of you.
And you, on your part, have no need of me. To you I am nothing more than a
fox like a hundred thousand other foxes. But if you tame me, then we shall
need each other. To me, you will be unique in all the world. To you, I shall be
unique in all the world ...'
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45
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TwitteryourbusinessHow
can
Twittering
earn
my
business