Will you friend me?

Last August I attended a professional conference for association executives--my professional organization. One of the primary topics being discussed during the conference was social media.

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During the conference, I had the opportunity to talk with many of my peers and colleagues about this new dynamic in our communications world.

As you would suspect, many of the younger generation freely use social media for their social lives. One of the key phrases of the conference was, "Are you on Facebook?" At the time, I wasn't. And I tell you, I felt like I was missing out on something big. Turns out, I was.

When I returned home, I turned to my own personal experts to help me "get on Facebook." My teenage daughter and son were somewhat surprised by my interest, but agreed to help me. My daughter said she would "friend" me online with the agreement that I wouldn't snoop around her profile. My son, on the other hand, said no way. They were both surprised by my interest because they viewed Facebook as their social network, not for adults.

I, too, was curious to see who would be my friend online, though I counted on many of my colleagues from the conference to be willing to "friend" me. It's been very interesting to find that many generations are on Facebook. As a matter of fact, I read an article recently that implied that the younger generation (teens) are a bit miffed that their elders are signing on to Facebook in record numbers.

Among my Facebook friends are 50-and-older association professionals, mid-40s authors and 30-something colleagues. I've reconnected with high school and college friends, which has been great fun.

Some folks have found that social media are time-consuming and privacy invading. Friends have told me that they are trying to decide how to manage who to friend and not to friend. There are challenges about who you want to have access to your daily updates and personal profiles. It's been hit or miss for me. I made the mistake (within a month) of commenting on my daughter's status, and she "unfriended" me. Yes, it's possible for you to become un-friends with someone. It all happens with the touch of a key. I learned that teens don't want your commentary. It's a sharing forum for them, but not for you with them.

When I first created my Facebook profile, I spent time finding friends and talking to them. I've learned that I can't keep up with the daily and ongoing commenting. I need to pace myself so it doesn't take up my time. At the beginning, I was a very basic "Facebooker." I updated my status and wrote on other's "walls." Since that time, I've learned how to do mobile uploads (taking photos with my iPhone and uploading them to my profile with comments), as well as use other features.

I'm enjoying connecting with old friends for the most part. I have not Twittered yet and I don't have a blog, but I know those online tools are in my future. It's the way the world is going.

So how does this translate to rural telecom? NTCA held a conference session last fall for telco marketing professionals where these types of tools were discussed. At that time, very few companies were on Facebook, and none were Twittering. Since that time, we've learned that several telcos are now trying out these new technologies. You'll enjoy learning more about this phenomenon in Scott Briscoe's article "Social Media: The New Marketing Imperative," which provides some of the insight and ideas that can help you turn social media into a marketing tool for your telco.

In this issue, you'll also find articles about online marketing and environmental opportunities. David Saxby's article about marketing in tough economic times provides some tips that will help you keep your telco positioned to gain business now and in the future.

As you look at your social media opportunities, take a look around Facebook, test out Twitter and consider a blog. These tools can be helpful to your telco and attract younger customers--and maybe even some older ones! And now you know what it means when someone says to you, "Will you friend me?"

Wendy Mann

Director, Communications

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