I went to buy a USB headset at the Dundas Radio Shack store this morning. I told the clerk (Alex S?) that I wanted to try a behind-the-ear headset since my current one pressed on my ears too hard and irritated them. I picked out the Logitech Laptop Headset H555 and asked about bringing it back if I wasn’t happy. He said I could, within 30 days, with the original packaging.
I then proceeded to show him that, even though the back of the clamshell package had "easy open" written on it, I couldn’t figure out how. He struggled with it for a bit but then discovered that he could push in hard along the edge with his fingers to break the seal. He started it for me and I left a happy customer.
I got home and continued to push along the edge of the clamshell package. I made good progress on one side, halfway down, then did the other side. That side cracked inward instead of along the edge. I was afraid I’d cut my finger so I took a pair of scissors to cut the edge that remained. All went well until I noticed that one of the headset wires was cut. It had evidently snuggled up along the edge of the clamshell and I hadn’t noticed it when cutting the plastic.
I went right back to the store and spoke with the manager, Torfinn Zempel. He sympathized but said since it happened out of the store, there was nothing he could do. Looking at the packaging (I never did open up the clamshell all the way), he said it looked to him like a flaw in the packaging because the headset cable/wire was up against the outside edge instead of nestled deep inside.
Torfinn gave me the phone numbers for Logitech. I asked him to call Logitech but he said it was better if I did. I was obviously cautious and concerned about the dreaded clamshell packaging when I purchased the headset, so I think he should have gone to bat with Logitech for me. I didn’t argue much but I left really unhappy. I needed a headset for my business.
An hour later, I got a voicemail from Torfinn, telling me that they’d swap out the headset. When I went back to the store, I didn’t offer to tell him my Twitter story, waiting to see if he’d ask. He didn’t, but just said they’d contacted Logitech who said they could ship the damaged headset directly to them. I was curious about how it all unfolded behind the scenes but figured I’d just let it go.
Here’s me, happy with my new Logitech headset, photo taken by my Logitech HD Webcam C260, purchased a few months ago at the very same Radio Shack store.
So as A) we head into the 2010 election season; and B) begin looking for a new Northfield City Administrator, I thought it might be helpful to point out some very important reasons on WHY someone in a leadership position should consider using social media tools like a blog and Twitter.
Knowledge workers get paid extra when they show insight or daring or do what others can’t. But packaging the knowledge is expensive, time consuming and not particularly enjoyable for most people. As you get better at what you do, it seems as though you spend more and more time on the packaging and less on the doing.
… The exception?
The intense conversations you can have with your customers and prospects, especially via a blog. Once you get the system and the structure set up, five minutes of effort can give you four minutes of high-leverage idea time in front of the people you’re trying to influence.
The book adds this to that last sentence: “This is pure, unadulterated leverage. The stuff you actually get paid for, with no overhead.”
Godin’s insight — “among highly-compensated workers, the percentage of the [knowledge] work you get paid to do goes down as you get paid more” and that “packaging the knowledge is expensive, time consuming and not particularly enjoyable” — was stunning to me and still is.
In the Why keep a blog? section of my 2005 Leadership Blogging Guide (currently under revision as a White Paper), my #1 reason to blog is to “Leverage your leadership interactions that otherwise disappear:”
In the course of any leader’s week, there are literally hundreds of interactions with colleagues, constituents, staff, media and other members of community. Whether these interactions are face-to-face, phone, electronic or paper-based, they comprise the bulk of how leaders exhibit their day-to-day influence. A phone call from a constituent, a conversation with a staff member at lunch, an email exchange with a colleague, an off-topic discussion at a team meeting – all likely evaporate into thin air, for all intents and purposes, as soon as they’re concluded. Even most paper documents such as memos and reports are quickly relegated to the trash, the shredder, or the filing cabinet, never to be seen again.
With a blog, leaders can select from among this never-ending parade of interactions the ones that they deem strategically significant, and give them a longer “shelf-life.” With a posting to their blog, the story of the interaction gains immediate wider audience while making it significantly easier for that audience to pass the story around to others who they think should know about it.
Prospective civic leader bloggers frequently ask, "How much time is blogging going to require?" It’s a fair question. Blogging feels like just another task when you first start out, and it does require some time commitment to work it into your week.
But once you experience feedback from your blogging, that not only are others reading your blog but that it’s starting to have influence, your attitude towards the task of blogging changes because it becomes strategic.
"I’m going to blog this because I know that she’ll read it and pass it on to…"
"When this group of people sees what I’ve blogged about this, then they’re more likely to…"
You start to realize that your blog leverages your leadership strategies in time-effective ways.
Among other reasons why a leader should blog/tweet is that the tools allow you to:
Use a voice of authenticity to have a one-to-one conversation with an audience
Extend your presence with a selective window into your day
Provide another way for people to interact with you
Convey your message directly to your audience instead depending on media institutions
We’ve added two buttons to the bottom of every blog post here on LoGroNo:
If you have a Facebook profile, you can click the Recommend button and your recommendation will show up as a one-liner on your Facebook status with a link to the blog post. Many blogs and news organizations are doing this now. For example, see this week’s MPR story on the St. Olaf memorial chime tower which, as of this writing, has 56 recommendations.
If you use Twitter, you can more easily retweet a blog post. Clicking the retween button puts the blog post title in a Twitter text box, shortened with a Bit.ly URL link to the post.
And if you view the individual web page for a blog post (like for this one), you’ll see some additional options for ‘sharing’ the blog post via email and other social media services.
Doing this helps spread the word about a blog post. And we appreciate it.
In the two years I’ve been using Twitter, I’ve primarily seen it as a micro-blogging service, another platform for publishing with some unique advantages that make it an important complementary tool to a blog.
But in past few months, I’ve discovered how valuable it also is for tuning into the voices of the people I’m most interested in.
David Carr wrote a Jan. 1, 2010 NY Times column titled Why Twitter Will Endure in which he describes this unique advantage of Twitter.
I’ve reread his column several times as I’ve come to experience what he’s described.
This sandwich board in the front of the Goodbye Blue Monday caught my eye, not only because it’s clever (“Look for us on Facebook & Twitter – but you won’t find us”) but because I’ve been trying to get smarter about how Twitter and Facebook can complement a blog.