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¿Sabes ya si eres influyente en la red?

Existen multitud de herramientas para conocer el grado de “presencia” o notoriedad que una persona tiene en la red. Sin ánimo de aburrir demasiado con eso, existe un dato que me parece más interesante: conocer el grado de influencia. Desde hace poco más de un año existe un servicio de medición de la influencia en red llamado Klout.

Klout es una empresa con base en San Francisco que proporciona análisis de los medios de comunicación social tomando datos de redes como TwitterFacebookLinkedInFoursquareYoutube y mide la influencia de la red de una persona, el contenido creado y cómo otras personas interactúan con ese contenido.

Lo que me parece significativo del índice Klout es que no mide dónde estamos, sino cómo influenciamos a los demás. Desde un punto de vista de marca personal, cuantificar la “influencia social” que uno puede tener parece más interesante que simplemente cuantificar número de seguidores, amigos, contactos…

Cómo funciona. Una vez que introducimos nuestro usuario de Facebook o Twitter, Klout nos ofrece un informe detallado sobre nuestra posición como influenciador y nos asigna una nota que puede variar entre 0 y 100 puntos, que es calculada a través del análisis de muchas variables diferentes.

Es curioso que Klout “castigue” a aquellos perfiles que tienen muchos amigos/seguidores/contactos pero que no interactuen con ellos. Me parece excelente esta vía de medición, ya que de alguna manera desenmascara a los buscadores indiscriminados de followers.

En definitiva, parece que Klout es un buen índice, ya que basa gran parte de su cálculo en factores cualitativos. Si tuviera que encontrarle algo mejorable, que siempre lo hay, es que los blogs quedan fuera del índice. Quizás será el próximo reto de Klout.

Lo relevante es que desde la perspectiva del personal branding tenemos un nuevo punto de mira, que podría ser mejorar puntos en el índice Klout.

Guillem Recolons / asesor de marca personal / Klout 46

La soledad del community manager

Últimamente estoy muy en contacto con community managers, un oficio que hace solo 5 años no parecía existir. La explosión de la web más participativa, conocida como web 2.0, junto con un modelo evolucionado de comunicación de crisis han hecho del community manager una figura indispensable en toda organización que requiera crear y gestionar comunidades online.

En algunos foros se tiende a menospreciar esta figura, aduciendo simplemente que “parece que ahora todo el mundo es community Manager”. Nada más lejos. Esa es una realidad distorsionada por el hecho de que los pocos que hay son muy visibles en las redes sociales, y puede dar la impresión de que hay más de la cuenta.

Me doy cuenta de que faltan community managers. Veo a muchas empresas haciendo intentos de crear comunidades sin ninguna hoja de ruta, veo auténticos desastres.

Rompo una lanza a favor de estas personas cuya misión va mucho más allá de crear páginas de Facebook: tienen bajo su responsabilidad la reputación online de una empresa, la gestión de algo muy serio llamado comunicación. Muchos son lobos solitarios, o lobas. A menudo trabajan desde su casa, con poco contacto con personas reales y con mucha presión. Yo lo llamo la soledad del community manager.

Hace poco mis socios de Soymimarca y yo tuvimos ocasión de dar una charla monográfica sobre marca personal para community managers. Vino buena parte de la última promoción de INESDI, posiblemente uno de los mejores centros para formarse en esta materia. Nos dimos cuenta de que algunos llegan a mimetizarse con las marcas que gestionan. Me recuerda mis años mozos en publicidad: solo consumía las marcas de los clientes de la agencia. Era algo casi obsesivo. Con los CM’s pasa algo parecido: se imbuyen tanto de las marcas que gestionan que el resto del mundo desaparece tras ellas. Es un tipo muy actual de soledad, en la que están acompañados por miles de personas desde páginas de Tuenti, de Linkedin, de Facebook, de Twitter, de Foursquare, de blogs…

Curioso lo que les sucede a estos emprendedores, tan acompañados y tan solos.

Guillem Recolons / asesor de marca personal

10 oficios que no existían hace 10 años

En enero pasado tuve ocasión de leer y guardar un artículo de Liz Ryan, redactora de Kiplinger.com, sobre trabajos, oficios en realidad, creados durante los últimos 10 años. De entre ellos destaca el de Community Manager, el de Director de Sostenibilidad, el de especialista SEO o el de Consultor Educativo. Aunque el artículo de Ryan no lo menciona, estoy seguro de que en paralelo ha habido otros 10 oficios que han desaparecido o están en proceso de hacerlo.

Pensemos que redes como Facebook, Twitter o Foursquare no existían hace 10 años. En cualquier caso os dejo con el artículo original, no vaya a ser que una traducción hecha con prisas haga perder matices

 

10 Jobs That Didn’t Exist 10 Years Ago

Thinking about a career change? For the best odds of snagging and hanging onto a job for the long haul, you’ll want to avoid professions on the decline in today’s economy (think bookbinders, textile workers and machine-tool operators) and focus on professions whose outlook is rosier (such as health care, financial analysis or social work).

Technology, cultural shifts and changing demographics combine to create new career fields all the time. Here are ten of our favorite new roles for 2011 and beyond, ones that didn’t even exist ten years ago:

 

Social Media/Online-Community Manager

Social media or online-community management is a field made possible and necessary by the gargantuan rise in social networking activity. Sites like Facebook serve 500 million (yep, that’s half a billion) users, who share personal and public messages, photos, videos, games and other experiences at a dizzying pace.

Social media strategists focus on building their employers’ or clients’ brands through the use of social media sites and tools, whereas online-community managers specialize in fostering user discussion and evangelism for the marketers they support. There is overlap between the two fields; one can manage social media tools without dabbling in online community, and vice versa, or the two functions can be combined in one group or person. What does a social media or online-community manager need to succeed? Essentials include great written communication skills, a sense of humor, empathy, a marketing background and lots of experience with social media tools (Facebook, Twitter and Youtube among them).

Telework Manager or Coordinator

You’ve heard of telecommuting? It’s called telework now, and it’s all the rage among small employers who want to stay nimble (plucking the best talent from across the country or around the globe and deploying people virtually, wherever they’re based) and large employers looking to shed office costs.

Full-time or part-time telework program managers and coordinators manage the telework programs in place at their employers, resolving technical and communication issues that arise and writing policies to cover every imaginable telework-created sticky wicket. Telework program managers may oversee other programs, too. A recent Department of Commerce job listing for a combined telework/disabilities program manager offered a salary range of $89,033 – $136,771 — not bad at all for a job you can do from home (we’re assuming — the irony would be crushing, otherwise). Telework managers might report to HR, to IT or elsewhere in the organization, and can also exist at the regional or divisional level.

Sustainability Manager

What we now call a “corporate sustainability program” was once referred to simply as “recycling” and was often a very small part of someone’s job. These days, nearly all sizable corporations employ dedicated and highly qualified people to look after their sustainability programs, which can stop at recycling and waste reduction or can include supplier sustainability evaluation, carbon footprint issues associated with the business (I hope the sustainability manager’s office is close to the telework manager’s) and leadership in the areas of facilities design, green manufacturing and more. Bachelors’ and masters’ programs in environmental leadership and sustainability are booming and can include courses ranging from Energy Management to Creating a Sustainability Culture. The Web site Greenbiz.com surveyed corporate sustainability officers and found that VPs in the sustainability game are earning close to $200,000 per year.

Elder-Care Services Coordinator

An aging population and increasing interest in at-home or like-home care are factors in the growth of the elder-care services coordinator role, both at residential facilities and with insurance companies and health care organizations. People who understand gerontology and end-of-life issues, and who can stay on top of the moving target of health care regulation and follow developing trends in elder-care best practices would be well-suited to these roles. Empathy, follow-through and top-notch communication skills are also must-haves for prospective elder-care services coordinators, who may need advanced degrees in gerontology (the study of aging) or related areas.

Educational Consultant

Tutoring is an old field. But in its latest incarnation, educational consultants work with children and their families to get students into the educational environments best-suited to their learning needs. In sync with an increasing body of knowledge about the way individuals learn (and we don’t all learn the same way, in case you were wondering), the field of educational consulting provides kids and their parents with more information and better options for helping Timmy spell and helping Amber find a college where her gifts will shine. Educational consultants can work on their own, for larger firms or for educational institutions themselves, testing students and interviewing them and their families to help kids get the support they need.

Within corporations, internal educational consultants get staffers the “hard” (functional/technical) and “soft” (communication and leadership skills) training they need to thrive in a global, diverse and connected world. A recent job opening for an internal educational consultant role at a global bank pays six figures and requires seven years of industry experience. Isn’t a gig like that worth a look?

Search Engine Optimization Specialist

SEO was around ten years ago, but it was a gleam in Al Gore’s eye just a few years before that. Search engine optimization pros use a combination of left- and right-brain techniques, from analysis and experimentation to gut feel and insight, to move their clients’ or employers’ Web sites up the search engine rankings, thereby bringing them more traffic and, they hope, stronger revenues. SEO types focus on natural (unpaid) and paid search initiatives and collaborate with marketing, technology and sales peers in search of the perfect search-engine-pleasing combination of site content, layout and programming. A recent search of the jobs site Indeed.com turned up 1,402 SEO-related jobs within a 25-mile radius of the Big Apple. To apply, you’ll need a mix of technical and marketing skills, grounding in search-engine logic and a nose for Web site user behavior. Payscale.com reports a national average salary from the mid-thirties to high forties for SEO specialists, but the good ones I know get double that, or more.

Medical Biller/Coder

Sure, ten years ago, people had health insurance. It’s just that, in those days, plans were simpler, and filling out the 10 million forms necessary for patient or provider reimbursement was simpler than translating the Rosetta Stone, unlike today. The new field of medical billing and coding has sprung up to get insurance companies (and government plans like Medicare and Medicaid) the information they need and to make sure that medical procedures are classified and recorded the proper way. Medical billers and coders work at doctors’ offices, at hospitals and other health care facilities and typically have certification or formal education (six-month and one-year programs abound) that allow them to navigate the tricky terrain of medical terminology every day. Payscale.com quotes an average national salary rate into the mid-thirties.

Online Advertising Manager

It used to be that if you wanted to purchase an ad in the newspaper, you’d write some ad copy, get a designer to create some nice graphics, and you’d be ready to roll. Nowadays, print ads coexist with online advertising, which is capable of things (such as tracking clicks and steering visitors off to specialized-for-their-needs landing pages) that print advertising never was. Online ad managers may work for content sites, selling ad programs and strategizing with clients (advertisers) about where on the site, when and how to run online campaigns. Or they may work for advertisers, running the online side of an advertiser’s business and tracking each ad’s performance.

Online advertising managers are savvy marketers who also understand how new technology enables cooler (or creepier, depending on your POV) ad programs all the time. (For instance, have you noticed how ads follow you around the Internet now, as though to say, “You’re SURE you didn’t want those to-die-for silver pumps? REALLY?”) Online ad managers can earn a high-five-figure salary or more, and if they do, they’ll be sure to keep track of and take credit for (very appropriately) every ad dollar they’ve driven into their bosses’ coffers!

Talent Management Coordinator

Human Resources people have always had a hand in what’s loosely been called talent management — the art and science of attracting great people (the “talent”) into an organization and keeping them there. These days, corporations employ dedicated talent managers or talent coordinators to plan their workforce needs over time and make sure that the skills exist within the company to keep the organization on top of its game. Talent managers are HR people who take the long view, looking at talent pipelines and the development of high-potential employees for leadership roles over years. They may also run their firms’ succession-planning programs, keeping nervous board members and shareholders feeling good about the company’s ability to hit its goals even if key individuals resign or retire (or get arrested, now that we think about it). Talent managers possess a mix of analytical and strategic attributes, and they are often charged with crafting the employer’s hiring plans, as well.

User Experience Manager

What’s a user experience? Why, it’s what happened to you when you went to get your new driver’s license or when you, say, read a captivating column online about new professional opportunities. Quick-thinking corporate marketers have glommed onto the fact that every interaction with an entity, from the Department of Motor Vehicles to Macy’s, is also a user experience, and they’re paying close attention to those things these days. User experience managers were first widely seen in Web design firms and the marketers who employed them, focusing on a Web site in development from the viewpoint of a user who would eventually have to navigate the thing. Now, user experience is the watchword for banks, insurance companies, restaurants and virtually any company that has reason to evaluate and improve the way its customers and prospective customers encounter its people and processes. (Now, here’s what I’d like to see: a talent manager job combined with a user experience assignment, to convince employers to stop insulting their would-be employees with those hatefully bureaucratic and tedious careers Web sites. But that’s a topic for another column.)

En defensa de los blogs

Ayer compartí una charla dirigida a un grupo de ingenieros de distintos perfiles. El tema central era Linkedin en concreto y la marca personal en genérico. No puedo establecer estadísticas, pero me pareció que había bastante desconocimiento del potencial del blog como herramienta online de marca personal. En el fondo no me extraña: en los últimos años algunos gurús 2.0 no se han cansado de repetir que el blog ha muerto, que ahora lo que se lleva es el microblog (tipo Twitter), las redes como Facebook, Tuenti, las aplicaciones móviles…

Pero resulta que, afortunadamente, los gurús no han acertado. Me parece excelente que redes como Facebook, Linkedin, Twitter, Foursquare o Tuenti estén creciendo mucho, pero la capacidad del blog para generar opinión, para crear interactividad, para posicionarse en buscadores, para personalizar perfiles o para generar contenidos de calidad sigue siendo única.

Además, para confirmar mis palabras, cada día más empresas están creando blogs corporativos y participativos para exteriorizar la opinión de sus personas clave, sus embajadores de marca.

Si has leído hasta aquí, te van los blogs, casi seguro…

Guillem Recolons / asesor de marca personal

¿Somos prisioneros de la red?

Cada día me encuentro con más personas que tienen la sensación de estar prisioneras de la red. Que si Facebook me roba dos horas, si Linkedin media hora más y que si ver los dos o tres vídeos de YouTube otro tanto. Si además estás en Twitter, ni te cuento, una hora más como mínimo. La pregunta es ¿Hacemos buen uso de la red? ¿Estamos al servicio de la red o la red está a nuestro servicio?

La respuesta se parece mucho al concepto central de la dieta mediterránea: hay que probar de todo pero con moderación. Es más, hay que fijarse unos límites, aunque sean orientativos; 10 minutos al día, 15 o 20. Si queréis 30, pero no mucho más (a no ser que forme parte de vuestro trabajo).

Los grandes como Google, Microsoft, Apple … necesitan crecer, y lo hacen en el entorno 2.0, el que les permite visualizar mejor un negocio “long tale”. Van creando y tejiendo redes en las que nosotros vamos cayendo: ¿No estás en Foursquare? ¿No conoces Whatsapp? ¿No usas el MobileMe? ¿Aun no has probado Skipe?. Cierto, quieren hacernos dependientes de las redes, de las tecnologías. La televisión ya no es la caja tonta, ahora se considera casi un mal menor. Los más jóvenes invierten 3 veces más tiempo en aplicaciones de PC o móvil que en ver TV.

Es curioso, cuando entras en Twitter muchos perfiles se definen como “adicto a los social media”, “adicto a las redes sociales”. Triste. No hay que llegar a eso. Hay que salir más, ir a bares, al cine, a bibliotecas, a eventos, a exposiciones. Hay todo un mundo ahí fuera. Rompamos los barrotes de la celda digital.