The Value of Twitter

I don't have time for Twitter. Who cares what anyone is having for lunch, and how can anything important be reduced to 140 characters?


Even if you haven't had this thought yourself, you've likely heard it expressed by someone else. What's the deal with Twitter? Who has time for it, and why should I care?

While Twitter can surely be a place to post random answers to the question "What's happening?" (Note: When did the question change from"What are you doing?") Twitter can also be much more than that. Using Twitter it's possible to push meaningful information out to a large and/or targeted audience and to bring information in to your sphere of influence.

Savy companies have begun using Twitter to communicate important messages to customers and clients. According to USA Today Wells Fargo and Bank of America alert customers to changes in bank fees, product features, and customer service information. Individuals who follow the Tweets coming from these banks will have information deliberately and strategically pushed to them by company employees. It may be an advantage for the customer, but it is surely an advantage for the banks to be able to deliver such targeted information.

BusinessWeek points out how entrepreneurs are gathering information through Twitter that they can use to grow their businesses. By strategically searching the Twitter archives for people interested in a given product or service, it's possible to find new customers. In the BusinessWeek article, Wistia.com CEO Chris Savage found a buyer for his video sharing service by searching the phrase "video sharing."

Companies also monitor their brand and reputation on Twitter, keeping abreast of what people are saying. This kind of awareness makes it possible to do damage control or deliver alternative messaging if necessary. A quick search on a pharmaceutical of interest to me revealed a Tweet inquiring whether anyone had ever had an trouble with the drug. "I would really like to know if I should be concerned," he said. If I were the manufacturer of that drug, I would surely want to be a part of that conversation.

To search Twitter, simply go to the home page and enter your term or phrase in the search box. Use quotations to force phrase searching. You can also access the advanced search form through Search Twitter in order to search on words, phrases, people, places, dates, attitudes, and Tweets containing links.

The best overview I have seen on how to use Twitter strategically comes from this slide (posted by loichay on November 3, 2009 to a blog called KJB de signets graphiques.)
It addresses six business strategies (customer relations, crisis management, etc.) with suggestions on what topics to follow, how to create content addressing the business strategy, and how to engage others. For instance, the drug question posed above falls within the business strategy of Crisis Management. In this case the loichay slide points out that you can Follow your brand, products and relevant issues; Create directions to additional resources, updated information, and explanations; and Engage in answering questions, responding to comments, raising issues, and providing information.

With a few possible exceptions, we probably don't need to know who ate what for lunch, but we surely want to know what people are saying on topics of interest to us. We likely want to deliver a point of view or information related to a topic of interest to us. Twitter is a viable option for accomplishing both objectives.

Online Information in London

Info pros from across Europe and parts of the rest of the globe are in London this week for the annual Online Information meeting.

This conference always offers a great program for the info pro, and this year is no exception. One session on Wednesday morning looks especially interesting.

Moderator: Mary Ellen Bates, Owner, Bates Information Services Inc, USA

A toolkit for searching the social web
Phil Bradley, Independent Internet Consultant, UK

Finding the key (words) to the hidden treasure
Inbar Yasur, Information Professional, Hipusit, Israel

Competitive Intelligence and the evolving internet
Victor Camlek, Vice President - Market Intelligence, Thomson Reuters, USA

What? You say you can't be in London at the moment. Well, not to worry. There are a couple of pretty good options for following the action from right where you sit.

Marydee Ojala, Barbara Brynko, and Dick Kaser are blogging the conference for Information Today on the InfoToday Blog.

You can follow the Twitter stream using #online09, or check out the Twapper Keeper created by Mary Ellen Bates to collect all of the #online09 Tweets in one space.

I'm going to be watching the blog and the Twitter stream to see what might be said about that Wednesday mornign session.

Delivering Value to Your Clients or Organizaton

Information professionals deliver value to their organization or risk becoming expendable.

I recently delivered a webinar program to members of the Association of Independent Information Professionals on how to deliver value added analysis. You can download the slide deck titled Adding Value to Your Research: Value Added Analysis to get the gist of the presentation.

Cyberspace is abuzz right now as specialized librarians debate the merits of renaming their professional organization. The current name is SLA: Special Libraries Association. The suggested name is Association of Strategic Knowledge Professionals.

The proposed name actually represents a mind shift from information management to something broader. Some info pros appear to object to this change. From my angle it represents an appropriate evolution in our profession. To demonstrate the value in what we do, we have to wrap value into the services and solutions we offer.

Value added analysis serves as one proven strategy for an evolving profession.

Develop Your Professional Skills - Focus on Management

As independent info pros we are on our own when it comes to professional development. Manager Tools can help meet the need for management and leadership training. Manager Tools offers podcasts on valuable topics including timely meetings, presentation attire, attention management, how to remember names, how to leave a voicemail, and lots more. Podcasts are categorized as Manager Tools and Career Tools. Take a look.

Learn something new today.

The Trustworthiness of Sources

What role should the info pro play in vetting the trustworthiness of sources?

Short Answer: A large and active role.

Longer Answer: Most information professionals received training either in school, on the job, or through personal experience, that helps us evaluate a source and measure its credibility. Having this skill helps us point our constituents in the right direction. With the information floodgates standing wide open and information flowing all around us 24/7, info pros have a professional obligation to help manage that flow.

We should speak out on the wide variations in source reliability and educate the public on the importance of understanding a source's bias. Who is better qualified to do this than a trained librarian or information professional?

First, let's understand what we mean by bias and what our clients might need to know about the sources they consult. It is common knowledge that the National Review is a conservatively biased magazine, while The Nation represents the liberal point of view. Both are thoughtfully written and trustworthy. Historically they have not relied on exaggeration or misrepresentation to make a point. While biased, they are trustworthy. An info pro would know that and should make it known to others.

Here's a different kind of example. The Public Broadcasting Service (PBS) is widely known in the United States for quality entertainment, educational shows, and trustworthy news programs. PBS is mandated by law to present objectivity and balance in its broadcasts. PBS posts its editorial standards on its web site, and an independent review board assesses whether PBS is meeting these standards. If our constituents are relying on PBS forinformation that may impact their business decisions, voting behavior, or other important decision making, they should know this.

Fox Broadcasting Company, on the other hand has no such mandate or oversight. Operated by News Corporation, Fox Broadcasting offers widely popular entertainment programming including shows such as So You Think You Can Dance and House. They deliver news programming through The Fox News Channel (FNC). Rupert Murdoch created FNC as an alternative to what he considered a liberally biased media. We know from the example of the National Review and The Nation that a conservative or liberal bias does not necessarily impact reliability or trustworthiness. Either a liberal or a conservative media outlet can provide fact-based arguments. The Fox News Channel has not proven itself to be trustworthy when it comes to delivering the news. Examples abound, but a representative one can be found on the Factcheck.org site. The example is a misrepresentation of the facts made by Glenn Beck about the Cash for Clunkers program. If our constituents are relying on Fox News forinformation that may impact their business decisions, voting behavior, or other important decision-making, they should know this.

Information professionals have an opportunity and an obligation to speak out on the trustworthiness of sources - now and always.

What's In a Name?

Let's assume you are an information professional. Given the fact that you are reading this blog, that seems like a safe assumption.

At a social gathering, when people ask you what you do, how do you reply? Do you give your job title - Information Specialist, Knowledge Analyst, Chief Researcher? Do you offer your educational background along with a job description - "I'm a librarian by training, and I provide research and analysis to corporate decision-makers." Do you dodge the topic and change the subject - "So, do you think Elizabeth Taylor will marry again?"

The conversation goes on in our individual spheres as well as at the broader level. The Special Libraries Association, known since its inception to have an awkward name, is looking at a name change. This is not the first time. The last effort ended in the practice of foregoing the full name for initials - SLA. Time has proven that to be a less than satisfying solution.

So, what are some of the options? Association of Knowledge Engineers (my personal favorite at this point), Specialized Librarians and Information Professionals, and Knowledge and Information Specialist Society are among the proposals. SLA leadership is on board with the initiative. CEO Janice Lachance has posted her position to the SLA Wiki on Why SLA Must Consider a Name Change. To participate in the discussion, use Twitter and #slaname or visit the SLA Name Change wiki. The conversation is sure to be lively.

Finding Prsentations Online

Information comes in many formats. Last month we talked about images, audio files, and video clips on the Internet. Another ubiquitous form of communication is the PowerPoint presentation. Slide decks, as they are often called in business enterprises, can contain a bounty of information including statistics, lists, strategies, and sometimes confidential information.

Docstoc and Slideshare are two sources of slide decks, and Google Advanced Search provides a tool for narrowing results to this format.

Docstoc is an online community dedicated to sharing professional documents. With free registration, users can upload documents for sharing and download or copy documents when those rights have been granted. Docstoc supports sharing of the following formats: .pdf, .doc, .docx, .xls, .xlsx, .ppt, .pptx, .txt, and .rft. Documents are categorized as legal, business, personal finance, technology, education, jobs & careers, tax, real estate, current events, or politics and history. A search on "market share" led to some interesting slide decks on the automotive market, a word document on the airline market, and a pdf with instructions on how to find market share information. Docstoc lets you filter the results to the most viewed, most downloaded, most recent, most reviewed, and highest rated.

SlideShare claims to be the largest community for sharing presentations. Free registration permits uploading and downloading, and SlideShare offers an option called Slidecasts. In researching this article I found a slidecast of a children's storybook called Ravens Love to Sing, being read aloud in Japanese. SlideShare files can include video and automated slide shows, and when you select a slide deck to view, SlideShare will point you toward related presentations. Using this feature I found several useful presentations on how to use Twitter.

A third option for tracking down slide decks is Google's Advanced Search mode. From the Google home page click on Advanced Search. Enter your search terms and look down the
page for File type. From here you can select the .ppt format to limit the search to PowerPoint files. Try entering your company name in the box labeled "all these words." In the boxes labeled "one or more of these words" put "confidential", "proprietary", and "private" without the quotes. I hope you don't find the results to be *too* interesting!