Posts Tagged ‘connection’

Social Media: Reflecting Room or Eye Opening Forum

Thursday, February 2nd, 2012

Kelly Mulholland*

networkingAn overwhelming amount of news has been about Facebook’s new Timeline, a feature which all users will be required to implement in the near future. (If you are unfamiliar with the Timeline layout, please check out my colleague Andrea Corbo’s blog post for a detailed explanation of this new debatable feature.) Other headlines have focused on Facebook’s Rise From Start-Up to Establishment and its latest IPO.  

Personally, I’m much more interested in Facebook’s recent study on how the social giant has changed the way we gather and transfer information.

In a 2011 study conducted by Facebook’s Eytan Bakshy — which I found when I subscribed to Mark Zuckerberg’s statuses via Facebook this past month — the  author debates whether or not social media acts as a reinforcement of our own ideas we share with “strong ties” (such as friends, family, coworkers, classmates) or  a tool that broadens your view of the world by taking in new opinions from “weak ties” (strangers or acquaintances) and asks us to Rethink Information Diversity in Networks. Bakshy’s study was inspired by a 1973 American Journal of Sociology study conducted by economic sociologist Mark Granovetter called, The Strength of Weak Ties. In Granovetter’s study, documented well before the Internet, stronger ties flock together sharing similar information while weaker ties aren’t as prominent and withhold eye-opening news.

Fast-forward to the age of social media … Interaction is often compared to that of a party-like setting in which you must interact and share information with people in a similar manner. Bakshy conducted his current study to measure to and/or from whom at this “party” we are more likely to share information. With the help of Facebook’s newsfeeds feature, the study measured how often a Facebook member would re-share their weak ties links versus their strong ties links. While it was found that strong ties’ links would be reposted more often, it was the weaker ties that were the ones who provided the most information. How? While the strong ties may have more interests in common and a stronger influence,  Facebook friends are more likely to have a majority of acquaintances invited to their metaphorical social media bash than close friends.

The majority of a person’s newsfeed will contain new information from more dissimilar members via new updates posted throughout the day. Now more than ever, “weak ties” are able to share information spread throughout a social group. Whereas before this segment would not have the capability to reach a broader audience without the assistance of a larger media outlet, but now thanks to social networks such as Facebook, Twitter, Linkedin, Google+ and any other social network site that has a newsfeed element these “weak ties” are spreading their influence. I can say that Bakshy’s theory explains why I read his article in the first place from Mark Zuckerberg, a “weak tie.”

 Do you believe we are more likely to spread information due to the quality of the connection or the quality of content? Have you found that you are more aware of opinions that differ from your own, now that use of social media outlets has increased as opposed to face to face interactions? Most importantly, did you read or share my article because of this theory?


Bio: Before joining the BurrellesLuce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland

Highlights from PRSA Travel & Tourism 2010: Muffy Steinhoff, High Noon Entertainment, & Johna Burke, BurrellesLuce

Friday, June 18th, 2010

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PRSA Travel and Tourism Conference.  And I’m joined by Muffy.

Muffy, will you please introduce yourself?

MUFFY STEINHOFF: Sure.  My name’s Muffy Steinhoff and I’m a co-executive producer with High Noon Entertainment based in Denver, Colorado.

BURKE: Great.  Now, Muffy, you did a session today for the PR professionals. Try to talk to them about how they can best work with the broadcast media. Can you share some of those tips with the audience here today?

STEINHOFF: Sure. I probably have to first tell you a tiny bit about what we do. We provide cable programming for many networks. We have about 15 shows going on right now providing for eight to 10 networks. For instance, “Cake Boss” on TLC and “Tough Love” on VH1, and a number of shows like “My First Place,” “My First Sale” on HGTV and a number of shows for DIY Network and Food Network, such as “Food Network Challenge” and “Unwrapped.” OK, sorry, I had to get that out there.

So what kind of things could I tell you? Well, one of the things that I was telling folks today is that when you see a show that you think might have a connection for your property, it’s probably best to contact the production company as opposed to the network itself. For instance, if you had a pastry chef at a property that you thought would be a good fit either as a judge or a contestant on “Food Network Challenge,” you want to see who the production company is. It’s a slate at the very end of the show, and you can see that in our case it’s High Noon Entertainment. You can go to our website,, and see who produces that show, and then you can contact them directly.  And the closer you can target your message to the right person, the better off it is. We find people all the time who say, `Well, we went to the network and they never put us in touch with the production company.’ We do a lot of casting; we’re looking for the people.  If you can bring people to us that would be a good fit, that’s–that works out well.

BURKE: Great.  And where can people connect with you in social media?

STEINHOFF: I am on LinkedIn.  My name, again, Muffy Steinhoff on LinkedIn.  And also my e-mail address, which is msteinhoff@highnoonentertainment–no, I’m sorry,

BURKE: Great.

STEINHOFF: We changed it.

BURKE: Muffy, thank you so much.

STEINHOFF: Thank you.

Getting “Lost” in Social Media Means Living and Dancing Together

Tuesday, June 1st, 2010

by Emily Mouyeos*

Image: ABC
Image: ABC

Being a huge LOST fan, I was completely dialed into the finale, processing every detail and scenario that played out in the past six seasons. One thing that sticks out most to me is the mantra from the character, Jack in the first season: “Live together; die alone.” I’ve been thinking about this idea and the importance of community in both our personal and professional lives.

I think it goes without saying that it is impossible to do business “alone.” We should not be put off by the fact that people have an agenda because everyone has an agenda and varying motivations. However, there is a dance that we participate in together and that dance has to do with creating and maintaining healthy relationships. You have to learn the steps so you’re successful in these business relationships. Just like the lines of one of my favorite country songs by John Michael Montgomery, “Life is a dance, you learn as you go, sometimes you lead and sometimes you follow.” Learning to balance give and take is key!

I love how Twitter mirrors this idea. Twitter can be used solely as a platform to amplify announcements or deals. But Twitter also teaches us the basics of building relations in a simple way, so that we are “living together.” We can reap the benefits of Twitter as well as help others succeed, if we follow the steps or “rules of social media” that have been organically instated. And who doesn’t feel good about that! Let’s take a look at some of these rules and see how they guide our business relationships on a broader scale.

  • Be transparent. As already stated, everyone has an agenda. I can respect someone who clearly states their intentions, but if I don’t know what they are up to then I don’t trust them. People want to be in a relationship – whether online or off – with people they trust. If you can’t be transparent then you’re probably not being ethical. It is possible to be both strategic and transparent at the same time. Transparency may even be your strategy. (It’s a good strategy these days!)
  • Engage and add value. I think every story I’ve read regarding social media lately is drenched in the word “engagement.” People like to connect with smart, insightful people. Potential clients will be more likely to work with you if they feel you are truly an expert in the field.
  • Talk human. Don’t be afraid to show some personality. Plainly said, potential clients want to work with people they like and can relate to. If you sound like you are reading a sales pitch or press release there isn’t much personal appeal. In my opinion, Eric Mower and Associates provides one example of using “talking human” on their homepage as a strategy for branding and business relations.
  • Share the love. If someone is providing great information and thought-provoking commentary, share it! Practice the, “Pat my back and I’ll pat your back” mentality. It may seem selfish but it’s just smart. But remember you become a problem and detriment to yourself when you become self-absorbed. Acting selfishly will cause you to “die alone” professionally and personally too. So go ahead and share the love!

Have you found that Twitter is helping your business relationship building skills? Have you learned other lessons from Twitter regarding making solid connections with potential clients or colleagues? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.


*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce