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It’s that time of year again. Time to choose the most significant social media story of the year. And keeping with our growing reliance on beta testing and soft launching, I am posting before the launch of 2008.

From Facebook to Twitter and from Justin.TV to iPhone, it was indeed a busy year. To help with the review process, I went day by day through the year on Techmeme. I included stories that intrigued me the most.

As much as the events themselves, it is important to define our terms. Fundamentally, what constitutes significance? I looked at whether the story was about social media and how much social media impacted the story. It is not only about dollars spent or generated. Nor is it only about the number of stories written or blog entries posted. And when it comes to significance, there is the short term and long term. Is significance measured based on its impact in 2007 or what it may mean in the long run?

As a student of history, I know that significance changes over time. What is important today can be meaningless tomorrow, and what is overlooked today can have dramatic consequences in the future. Without that crystal ball, I will leave long-term prognostications to the futurists.

So without further ado, I offer up (in no particular order) my Top 10 List of Most Significant 2007 Social Media Events.

2007 Runners Up

Two separate events this year prompted me to add Wikipedia to the list. The first was Microsoft’s decision to openly pay a consultant to submit comments on a Wikipedia entry to correct perceived inaccuracies about open source. While compensated by Microsoft, the consultant could write what he wanted – good and bad. An uproar ensued as Microsft was charged with violating Wikipedia's conflict of interest policy.

The second story involved Virgil Griffith, a California Institute of Technology grad student. He created a search tool that traces the comments and edits on Wikipedia entries back to their source IP address. His tool revealed the actions of companies who inappropriately edited their Wikipedia entries. Given Wikipedia’s growing influence as a definitive information source for millions of users, it is unfortunate that a compromise can’t be reached for companies to be able to openly and honestly represent themselves in entries about them.

Lifecasting speaks to video’s impact on the Internet and social media. More importantly it addresses the 24/7 nature of media, the personalization of news and the changing attitudes toward private and public spheres. In short, it begs the question, is anything private any more?

Kathy Sierra Blog Death Threats

A number of disturbing comments and images on blogs about Kathy Sierra tests the limits of free speech. It also demonstrates the dark side of social media and underscores the fragile sense of civility that holds all our online conversations together.

Microsoft/Yahoo Merger Speculation

This story is not so much about Microsoft and Yahoo; it’s about the growing power of Google in the Internet economy and the continuing belief that bigger is better even as start-up companies continue to drive much of web 2.0’s innovation.

Obama for President Social Media Site

In 2004, it was the blog that captured the minds and hearts of Presidential candidates. In 2008, social networks have blossomed to include presidential campaigns. Barack Obama launched MyBarackObama.com. The site invites supporters to create a profile, blog their campaign experiences, plan and attend events, find other supporters, and help raise funds for the campaign. And if the real world was not enough, candidates including John Edwards and Obama launched sites on Second Life – in an effort to leave no cyberstone unturned.

Fires in Southern California and the Tragic Shootings at Virginia Tech

These tragedies would have been major news stories without social media, but the use of Twitter to aid Red Cross relief efforts in southern California and the use of Facebook by Virginia Tech students to reach each other demonstrates the growing importance that social media is playing in the covering and possible containment of unfolding tragedies and disasters.

News Corp Acquisition of Dow Jones

When it was announced in 2005, Rupert Murdoch's purchase of MySpace made a traditional media company more social and new media site more traditional. This year, Murdoch completed his purchase of Dow Jones – putting him in the running for the most influential media titan – new or traditional. His presence will be far reaching and if nothing else perhaps we will finally get free online access to the Wall Street Journal.

Twitter

What can I add in 140 characters about this much discussed, addictive messaging platform that is still virtually unknown despite the hype?

Apple iPhone

The number of stories and blog postings about the Apple iPhone is only matched by the length of the lines that people formed to buy one. Yes, they are cool and slick and the ads are entertaining and fun. Add to that the hype in being the first on your block to see let alone have one, the hackers who successfully broke AT&T’s firewall, the poor guy at Verizon who turned down Apple’s offer to be its first partner, and the uproar when Steve Jobs lowered the price by $200 just a little more than two months after the first wave paid $599. The iPhone once again demonstrates the power of technology to excite and the ability of engineers with a sense of design to be cool or "tight" as today's teenagers would say. Mobile devices are indeed a lifestyle, fashion statement, status symbol, and this year a media event.

2007 Winner

Facebook

Can a drop-out from Harvard with an idea based on discussions from others change business models and redirect the future of technology? I am not talking about Bill Gates but Mark Zuckerberg, the founder of Facebook. Zuckerberg this year transformed an online community for college and high schools students into a powerful social network for adults wishing to keep in touch for personal and professional reasons. Time will tell if it has more staying power than Friendster and if it can retain or exceed the coolness that MySpace achieved.

But its impact and the reason why it made the top of my list is its decision to let other companies build and install their applications on Facebook and receive any revenue they could generate. The spread of wealth led to a present day gold rush with companies prospecting for opportunities to capitalize on Facebook’s growing number of users. Proof of its impact – speculation of $15 billion price tag for Facebook and Google’s recently announced OpenSocial decision to band with companies like Friendster and MySpace to support an open set of interoperable application interfaces for web-based social network applications.

This Just In

The dangers of posting early. I would be remiss if I didn't mention Kindle, Amazon's answer to the electronic book. Its announcement made the cover of Newsweek. Its design has been compared to a Texas Instrument 1980's prototype, but time will tell if it is the tipping point in how we read books and newspapers.

Well there you have it. There are may be others I overlooked. And of course your personal experiences with social media may be far more significant than the ones I chose.

What is your number one event on the social media top ten list? I would like to know. Did I miss something? Please share with others and let me know.

Let me get back to you.

Technorati Tags: 2007 Top Ten; Wikipedia; Justin.tv; Kathy Sierra; Microsoft; Yahoo; Virginia Tech Shootings; California Fires; Obama For President; News Corp; Dow Jones; Twitter; iPhone; Facebook; Kindle;

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In the blogosphere, everything is on the record.

Let me get back to you.

As part of an attempt from time to time to comment on apologies by celebrities, politicians, sports figures and corporate executives, I offer the latest controversial apology in the news.  This time it is from Don Imus, the famed morning radio talk show host of Don Imus in the Morning.

On Friday, Imus made the following on air apology.

"(I) want to take a moment to apologize for an insensitive and ill-conceived remark we made the other morning referring to the Rutgers women's basketball team. It was completely inappropriate, and we can understand why people were offended. Our characterization was thoughtless and stupid, so, and we're sorry."

Few seem satisfied.

We all say things we regret and get caught up in the moment, but, in my opinion, I would rate Imus' apology:

  A broken heart (see rating system below). It feels like a forced apology -- not made on his own accord.  Shocking and insulting all sorts of people is what he does for a living.  He has a long history of doing so.  Millions of people have listened to him, and people have made millions of dollars off his shtick.  I feel you need to make an apology heart-felt or don't make it at all.  A true apology needs a subsequent change in action.  Either you don't say something offensive in the first place or you live with the consequences.  His apology is not going to change his behavior. 

Personally, I don't find racist remarks or offending people funny.  I don't listen to him.  He is not a journalist or politician.  He doesn't purport to be objective or represent the public interest. I don't know what Imus really believes, but if nothing else, perhaps in the future he will catch himself before crossing the line from bad taste and out right racism.

I devised this rating system as a way to understand the role of apologies in crisis communications.  It is also attempt to bring meaning back to apologies. It seems every week someone famous is apologizing. Too many apologies are being made these days to gloss over insensitive comments and actions.  Apologies have to stand for something.  I believe we should reserve apologies for when they are really heart-felt and try to live the rest of the time in ways that don't require us to make apologies in the first place. 

Let me get back to you.

   
   Red heart – heart felt apology accompanied by meaningful
   change in action beyond what was expected

  
   Clear heart – the apology is sincere, with no game changing
   action beyond what was expected

 

  
   Broken heart – meaningless apology mailed in by a PR
   department or publicist where bad actions continue

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My more than passing interest in public apologies was piqued by a recent posting on John Wagner’s site.  John talked about some comments made by incoming Home Depot CEO Frank Blake.  His public apology about his company’s performance is the latest in a growing list from politicians, sports stars, celebrities and business executives for their bad behavior, inappropriate comments or their company’s poor performance.    

Public figures may not have a choice -- especially now that every individual with a phone or video camera can capture every private moment and post them online for the world to see without permission. With new media’s more personal, informal tone, apologies are becoming an indispensable part of anyone’s message points.

For the record, there is nothing wrong with apologies.  We all make mistakes that warrant the words, “I am sorry.”   I am talking about public apologies made in a crisis – when the court of public opinion demands some kind of contrition.  In Puritan days, “sinners” would endure public scorn by sitting in the stocks.  Today we apologize and seek rehab. 

When actions or words merit a public apology, they have to have weight and meaning.  Actions must match the words.  The apologist must take full responsibility starting with the word “I.”  They must come from the heart, not a team of lawyers and PR folks like me.  "Mistakes were made" doesn't sound like much of an apology

So in the spirit of fostering heartfelt apologies, I am suggesting the following rating system to separate sincere apologies from the bogus ones.  So here goes:

   
   Red heart – heart felt apology accompanied by meaningful
   change in action beyond what was expected

  
   Clear heart – the apology is sincere, with no game changing
   action beyond what was expected

 

  
   Broken heart – meaningless apology mailed in by a PR
   department or publicist where bad actions continue

Here are a few examples to test out the rating system.

  Home Depot CEO Frank Blake

  JetBlue CEO Dan Neeleman on the travel debacle over Valentines Day -- He
  apologized personally and instituted extensive measures to correct the
  situation and do right by his customers.  Now do it.

  Senator John Kerry -- A b

  
  Mel Gibson -- Perhaps an easy target, but he didn’t help his case as he has
  demonstrated a pattern of shameful behavior and insensitive remarks. 
  Substance abuse is a terrible demon to fight, but his actions don’t back 
                   up his apology.  

Thoughts?  Comments?  Do you have any good examples?

I realize we all live in glass houses.  Mistakes will be made. So as a preemptive move, I want to apologize in advance if I unintentionally offend someone.  I hope you know I didn’t mean it.

Let me get back to you.

Technorati Tags: Apology; Dan Neeleman; Mel Gibson; Frank Blake; John Kerry;

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Technorati Tags:  Wired Magazine; Media Snackers; New Media; FamilyTableTime; Michael Wesch;

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I had intended to publish this entry last week, but I delayed posting it until today as we at EarthLink were absorbed in the passing of our CEO Garry Betty.  And while it is not the happiest of times for me, I would like to wish everyone a Happy New Year.

Last month, two items caught my eye that I think deserve a comment.  It is customary in the new year to put aside the old and embrace the new.  In the world of technology, this mindset is particularly prevalent with our inexorable drive toward new devices, new applications and new media.

Item One: In what may be the final blow to 19^th century technology advocates, the FCC will no longer require that amateurs master Morse code as a condition for a radio license.   Item Two:  And on the other side of the world, an earthquake on December 26 off the coast of Taiwan caused massive outages and disrupted telecommunications across Asia.  Millions of customers were stranded without their usual Internet fix.

Now I am not planning to use dashes and dots anytime soon.  But like black and white televisions, VHS and dial-up, the tech savvy of us have very little use for "antiquated" technologies even when they are still perfectly viable.  There is always something better.

In the Internet age, Morse code is no longer relevant even with its long record of success.  Famously in 1912, 1,500 passengers may not have perished in the Atlantic’s icy waters had radio operators been on duty on a nearby ship to receive a distress signal from the Titanic.  Morse code transmissions worked perfectly well but operators aboard the California – a mere 20 miles away – did not get the SOS until the following morning when they returned to duty.  The problem was not the technology; it was human failure.

So while Morse code withstood the immoveable object – an iceberg – today’s new and improved Internet was vulnerable to the unstoppable force of an earthquake that would not have stopped Morse code.  Living in today’s digital world we sometimes forget how dependent we are on technology and how fragile that world really is; last month's earthquake demonstrates just how vulnerable we really are. 

As we enter the new year, it is worth reflecting on how willingly we embrace technological change and how inextricably we tie our lives to a twisted pair and a coaxial cable.

Let me get back to you.

.-.. . -  -- .  --. . -  -... .- -.-. -.-  - ---  -.-- --- -

Technorati Tags: Morse Code; Taiwan Earthquake; VHS; New Year;

     Dan Greenfield, Garry Betty and Mike Gallentine

We lost a leader on Tuesday.  EarthLink CEO Garry Betty succumbed to cancer before his time.  Given his aptitude for figures, let’s hope the angels around the table can back up their numbers.

Technorati tags: Garry Betty; EarthLink;

  Online images of Dan Greenfields

“What is in a name?”  Shakespeare once asked. 

My name is Dan Greenfield.  Not a particularly common name, but apparently, not unusual either.

Recently, I did a Google search that produced a few sites that identified dozens and dozens of Dan Greenfields whose specific information could be obtained for a “modest” fee.  Seeking a less costly alternative (read free), I did another search and found a handful of sites with pictures of Dan Greenfields (yours truly included).  Now, to be honest, I did not include my middle name, which granted, would have severely limited my results.  

Why did I do this?  For one, I have for the longest time been interested in issues relating to identity, image and privacy -- including my own.  Through the years, I have grown accustomed to my name.  Along with my social security number, DNA, and personal chronology, my name is intrinsic to who I am.  But as the Internet so ably demonstrates, my name is intrinsic to others as well.  This discovery is a bit unsettling.  The presence of other Dan Greenfields chips away at my own sense of self.

To be sure, we really don’t have much control over our naming.  At birth, our parents or guardians give us our names.  But what we do with those names and our lives is up to us.

What is the point of all this?  This exercise highlights the relationship between individuality and online identity.  With the Internet we can extend and distribute ourselves in countless ways unimaginable to previous generations.  MySpace, match.com, blogs and other social media sites allow you to share personal information with both friends and complete strangers. Often that information is part of a permanent record.  In the case of job interviews, we may even come to regret what we choose to post.

And speaking of job interviews, Time Magazine recently ran a story about personal marketing consultants helping you stand out in the crowd.  Like products, companies and celebrities, ordinary folks can have unique brand propositions.  

According to Time reporter Jeninne Lee-St. John, there are a growing number of “personal branders” who use your online identity (links on Google, sites like MySpace) and proprietary tools “to determine which core attributes will sell your brand more effectively.”  With some many online forums to present ourselves, we are losing control of who we are and how others see us.  And let's not forget the ability of others to post our private moments for public consumption. Personal branders are supposed to help us reclaim some of this control.

As the Internet demonstrates, we are not alone.  Our lives are a click away.  For those seeking anonymity, this is not reassuring.  For advocates of user generated content, personal brand extensions and greater connection with the global community, the web 2.0 platform is a tremendous vehicle for sharing.  After all, I may not be the only Dan Greenfield out there, but at least I can now share my namesake with others.

Let me get back to you.

Technorati Tags: MySpace; Match.com; Blogs; Time Magazine; Jeninne Lee-St. John; privacy; Dan Greenfield;

Technorati Tags: Garry Betty; EarthLink;