One area of research I have found interesting to explore here related to social media are those individuals who are influential and engaging with their communities to build a following where they can share their insights, perspectives, and ideas to the masses via social.
I had done some research on the subject a few years ago, which explored the personality characteristics of SMIs (social media influencers). As a professor and researcher, I am always looking at other professionals to connect with and follow for their insights and expertise in their respective areas.
I was told at a conference last year I should follow Robert Scoble, an influential tech blogger, because of his influence and presence in the technology field. I do think Robert provides some good insights on where the field is going and what is coming up – which is appreciative for those of us who are teaching and want to make sure we are preparing our students with the knowledge about these new tools.
However, I found an interesting article from Fast Company that talked about how Scoble, who was one of the very early adapters of Google Glass, is no longer a fan of them. I found this surprising since he was a huge advocate and ambassador for the brand and new product. In fact, he said he would never take off Glass – even in the shower.
What can we learn from this case involving using social media influencers and brand advocates to feature and promote a product like Glass from a PR perspective? Here are my thoughts:
- Power of Point of View and Influence: This is key – having brand advocates and influencers who are sharing their perspectives openly for everyone to see is very powerful and can be very beneficial for a company. Scoble definitely did this for Glass at the early stages for Glass last year.
- Brand Advocates and Influencers could also change the course for the success of a brand: There was one question that I got asked A LOT when I first got Glass, and it was: Are you going to be wearing Glass everywhere, like in the shower too? Of course not, but this is what Scoble did and it did get a lot of attention, but was it the right attention for Glass and Google? This action also brought forth the idea of how people can take Glass everywhere, anywhere and record whatever. If I had to pinpoint one moment where the perception of Glass changed in society, I think this would be it.
- A brand or product’s reputation is not only build on its product, but also its people: We are in a reputation economy, and we have to realize that sometimes it is the people sharing, communicating, and advocating for brands and products that influences people to feel and perceive someone/a product / company in a certain way. When it comes to Google Glass, I think we can see this being an example where the product is influenced by those that are using the technology in society since they are at the front line response for others in society. Look at how the term “Glass****” originated with Glass as one example.
- Understanding the evolution of technology and narrative: Glass was an example of how as more people got to be part of the program and tested out the technology, the narrative and story of the new form of wearable technology changed as well. This happens when more people are part of a community – this is natural and expected. However, more early adaptors and innovative brand advocates and others may look at this and say – hey, I need to move on since everyone is jumping on board. Another area to explore and look into.
- From Brand Advocate to Brand Ex-Advocate: It’s almost like relationships – when things are great, you can’t say enough great things about the other party. However, when it’s over – it’s over. What happens when you have someone that has such a strong presence, view, and voice on a product and brand – and they then shift their perspective to the opposite point of view?
While I think Glass has had its own challenges and obstacles, I do feel that it is still a useful and powerful storytelling tool to consider using, applying, and sharing with others around.
First day last year with Glass – one year and going strong!
Personally, I have had Glass now for almost a year and I have personally had many opportunities and benefits that have come with this form of new technology. Yes, it’s new and still in its experimental stage, but that is where most technology starts, right? It’s about testing it out to see what works and what doesn’t.
So, in essence, I will continue to be a Glass Explorer and continue to learn more about how to apply and use it both in and outside of the classroom.
Hope you all are having a great day!
Best Wishes,
Karen
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