If you’ve searched for your school’s Class of 2014 group on Facebook, you might have noticed another group come up in the search results. The group has your institution’s name in the title, but it’s a “roommate finder” sponsored by URoomSurf.com. The logo for the group, a gigantic blue U.
Whoever is behind this is fully aware of what happened with FacebookGate last year.
Whoever is behind this learned that as a community, we weren’t big fans of them 1) using our official logos and 2) calling it an official group.
Whoever is behind this learned that it’s best to be transparent about who is behind the group.
This year’s story starts with Scott Kilmer from Abilene Christian University, a BlueFuego client. He started with a general inquiry to URoomSurf asking for them to provide the contact on ACU’s campus that has purchased their services and/or given permission for URoomSurf to host a matching program with the indication that ACU’s residence halls would be able to fulfill the requests created there. After URoomSurf noted there is no affiliation, Scott asked that they remove the group, which URoomSurf would not. They did, however, change the name of the group from “Abilene Christian University 2014″ to “ACU 2014″. (Luckily, ACU owns the copyrights for both and Scott will now be pointing to 2 lines of the Facebook TOC: 3) We will provide you with tools to help you protect your intellectual property rights. 5) If you repeatedly infringe other people’s intellectual property rights, we will disable your account when appropriate.)
So this is where it gets interesting. I passed the email chain over to the rest of the BlueFuego team to keep them in the loop, and Joe comes back to me with a simple email. ”Does this name ring a bell???” The WHOIS on URoomSurf.com brings up this name: Justin Gaither.
Either the person behind URoomSurf is so intimate with the details of FacebookGate that they even decided to register the domain name after one of the perpetrators, or it is indeed Justin Gaither who is again behind it, back for round 2. The same Justin Gaither who owned a company last year called MatchU, which had no web presence and was left largely unremembered/unscathed through the whole incident as College Prowler took the majority of the PR hit.
I’m leaving it open as to whether it’s Justin Gaither behind this again, but here’s what we also know. It certainly makes sense to forget the MatchU name all together and go with something else to match roommates, such as “URoomSurf.” It also lines up that there’s yet to be a website for URoomSurf.com, just as last year with MatchU.
So, here we go again. Here’s the spreadsheet of all of the groups and member names to date, feel free to chip in. We’re already seeing the same trends as last year, such as common names starting groups as admins.
Last year I mentioned that I thought this would be less of an issue if they had 1) not pretended to be official institution accounts, 2) used copyrighted images, and 3) had been transparent about who was behind the group. They certainly listened to the community. So now that you know the information at hand, what do you think? What is the institution’s place? Discuss in the comments below.
And a huge thanks to Joe and Scott for kicking this off and making this post happen with their sleuthing!
UPDATE 2: It’s nice to see they’ve actually put a placeholder on their .com site. We’ll see what happens from here.
UPDATE 3: I removed erroneous claims pointing to a Craigslist ad. After last year’s Craigslist connection with hiring students to do the dirty work, I overlooked a sentence and did not fully read the Craiglist ad I posted.
If you don’t use Twitter, this post will be largely irrelevant for you. For those who do tweet, I hope it provides insight to my perspective and is a learning opportunity for others.
If you have been unfollowed by me, please take the time to read this so you can better understand.
(Tweetdeck for iPhone = I hate it. And yeah, that guy creeping over my shoulder threw me off at the end…)
I thought it’d be helpful to explain how I use Twitter, so that you better understand how my usage of Twitter might differ from yours. I owe it to you and I want you to better understand me as a person and the motives behind my decision to cut back.
Late this summer, I was following around 750 people on Twitter, with about 2,500 people following me. (Overall, I’m a small fish in the Twitter pond.) If you’ve followed me for any amount of time, you know that I have never hoped or intended to follow back everyone who follows me. For me, it’s not feasible or beneficial to use Twitter in this manner. (Everyone views Twitter differently, and you are welcome to disagree with my view, but that’s what it is for me.)
Twitter started to ruin my Facebook experience. I would see updates from someone on Twitter, then again on Facebook. I view Facebook as a more intimate relationship, so it made sense to me at the time to cut the cord on the Twitter side. Also, I was receiving these updates through the @BlueFuego account, which I monitor and filter through each day.
At the same time, I have made a conscious decision to cut back on using Twitter, as it cuts into things that are more important to me, such as time with family and putting food on the table.
How I Cut Back
I started systematically removed people, using a mixture of TweetStats.com, TwitterCounter.com, and FollowCost.com. Factors that weighed into my decisions were the volume of updates, the signal-to-noise ratio (your definition of this ratio will differ from mine), and the amount of conversations irrelevant to me or my interests. Not a single person was removed from my following list without a combination of these tools to decide. I did my downsizing in two waves, from 750 to around 400, and then down to 200 a month later. Looking back, that number could likely have been at 250 or so, as cutting people got harder towards the end of this process. And many of those last few are the ones whose feelings I have hurt. I should have known when to stop, but, again, if you know me you know that when I set a goal I reach it. 200 was the finish line for me.
During the this time I closely monitored my follower #’s and the amount of interactions I was having with people. For every single person, I was having the same amount of @replies and interactions with them as before, but I was able to follow Twitter better by not receiving as much noise.
Methods to ‘Following Everyone’ and Information Overload
Yes, there are MANY tools to help someone follow 50,000+ people if they wish. Tweetdeck, Seesmic, and other desktop-based tools allow a user to segment people into groups (not to be confused with Twitter Lists, which we’ll talk about in a bit.). I’m positive that every person reading this utilizes something like Tweetdeck.
For me, following hundreds of thousands of people is not valuable. These people usually have alternate ways of *actually* following along. You just don’t see them.
Even one of the most prominent bloggers and tweeters in the Social Web space, who I respect and admire greatly, has a separate twitter account called @My100, a blank account that is used for following a small crowd of less than 30 people. This person has recently blogged about Twitter Lists, and said he refuses to use them because people will feel left out. It’s the same for his personal account. It’s no longer possible to NOT follow people without backlash, because the precedent has been set, so this is one way that he has been able to cut back. At face value, everyone gets followed back and all is well. *Most* people with 5-10,000+ just sit on @replies and DM’s to interact with people. They don’t read what you’re actually up to unless it relates to them.
What about Twitter Lists?
Twitter Lists have recently been added, and they provide a way to follow a group of people without “following” them. After trying a few higher ed lists, I have found Anne Peterson’s Higher Ed Twitter List to be the best one out there, and the one that most closely resembles the way I used to use Twitter. It’s the one I follow, and when I’m at a desk, track to see what’s going on in the community. For me, this is a great way to stay abreast of what’s happening, in addition to the @BlueFuego twitter account. I have enjoyed Twitter Lists so far, because they offer me the flexibility to “stick my head into the fire hose” at my leisure and consume tweets when I can, rather than being forced to see them. But as far as mobile goes, they are useless to me. So let’s talk about mobile usage for a second.
Why YOUR Twitter is not MY Twitter
Here’s the deal: Your view and my view probably differ. Why? Because the way we use Twitter is different. More than likely, you have a desk job (right?). You are able to use tools l have mentioned above to track, target, segment and follow many more people than I can.
This month, I will be ‘in the office’, meaning physically sitting at a desk for extended periods of a day, for a total of 4 work days. Four. If you work a desk job, you’ll be at your desk for 19 days this month. You already have a strong advantage over me, because you can use tools like Tweetdeck and Seesmic to stay up to date with everyone, and let them run in the background of your computer all day.
While this month is hectic for me, it’s not that out of line of most months. I’m in and out of 3 conferences in one day each (i.e. not staying to sit and listen to other presentations, which would be more like a ‘desk day’ to me). I’ll spend 6 full days on site visits for clients, and I’ll have 19 flights.
So please imagine being in my shoes for a moment. (They’re size 13) Not only am I consuming tweets in chunks, catching up between meetings and flights, but I’m doing it while mobile (and usually, while driving….).
I’d estimate that this is how I use Twitter for over 80% of the time. This leaves a lot… A LOT… of scrolling and filtering through my iPhone Twitter app to get through everything. And that’s not how I want to use Twitter.
The Final Straw
If you’re still with me, I hope you understand this one thing: I don’t tell you all of this so that you will empathize and feel sorry for me. I tell you this so that you will understand me.
Rule #1: Family comes first. It absolutely kills me to miss tweets from my wife, my mom, my brother and cousins, and other friends that I interact and see IRL weekly. One week during September, while traveling, I heard the same question from my wife or another family member three nights in a row on the phone. “Hey, did you see what I tweeted today about work/what the dog did/your dad/etc.?” ..…silence..….
It kills me to say that. I value the communication and relationship with my family above all else, and the moment at which I was frequently missing their updates because they were squished in hundreds and hundreds of other updates was the moment i knew I needed to downsize.
I have never intended to hurt someone’s feelings by not following them, but my personal decision to downgrade was first and foremost about family, secondly because I was usually receiving the same message across multiple platforms, and thirdly because my personal work lifestyle (mobile) does not match with my previous work lifestyle (desk job). Yes, there are mobile people who can handle it (at least at face value), but that is not my style.
What could I do better?
A LOT. I could manage my time better. I could travel less. I could do a lot of things. But this is where I am right now. I signed up for it, and I love it, but it’s not where I was 12 months ago. I’m a different type of Twitter user than I was before. My time is limited, my attention is stretched, my family is now involved. It’s a new ballgame.
Applications like Boxcar, which provide me push messages from Twitter for @replies allow me to be aware of anyone who messages me during the day, even more quickly than a direct message, email or Facebook message. (Like yesterday, when I was criticized for not following to someone or responding to them, yet I got back to her within 60 seconds. )
If you’ve been offended by my unfollowings, here’s what you could do better: Understand. Understand there is more than one way to follow a conversation, there are multiple ways to track what’s happening, and understand that you and me are very different people at the end of the day. That’s the beauty of the social web. You use it how you want to, and let me use it how I want to.
And you know what I could do better? Understand. Understand the value you put on a connection and relationship with me. I horribly underestimated it, and for that I apologize. My intent has never been to hurt someone’s feelings. My intent has been to align my usage of Twitter with my personal needs.
You’ll Get There One Day
The day is going to come for you as well. You’ll hit the point where there’s just too much. You’ll undoubtedly cut down your list one day after you define and realize how you want to use this tool. And when you do, when that time comes, I certainly hope you’ll better understand both sides of the issue.
If you want to be proactive, look around the higher ed community. There are people who have work/personal accounts, so that they don’t have to filter through the community noise. There are other people in the community who have never followed more than double digits. One person DM’d me to say she/he used Twitter lists to create a private “NOISE” list and a private “People worth following” list, and only track one of the lists. I’ll let you guess which one is used most.
Give Me Your Thoughts!
I continuously review my actions. If you think there is a better way for me to manage my Twitter presence, I’m all ears. Please leave a comment to let me know where I’m missing a tool or opportunity to do better with staying connected. If you somehow fell through the cracks and I’m truly not seeing your updates somewhere, please let me know so I can fix that as well.
As I noted on Twitter at the beginning of the week, Butler University has come forth with a lawsuit against an anonymous blogger for making libelous and defamatory statements about administrators on his blog, The True BU. This post is intended to be a glimpse at how The True BU got started, as well as provide additional insight regarding my previous communications with the defendant. Everything posted here is factual to my knowledge.
Several things about this story (more at Inside Higher Ed) are interesting to me, being a former employee of Butler and one who had several conversations with the student being sued (while under his moniker).
A year ago to the day I posted the lawsuit link on Twitter, this student got his start as an anonymous commenter in our BUForums, an area that I was in charge of and the community manager for.
This student had previously applied to be a Butler Blogger, and I had several email correspondences with him regarding it.
We correctly guessed who the anonymous commenter was about 2 weeks after he began commenting in our forums, due to several pieces of ‘evidence’ that matched what he said with who we thought it was.
There is also a huge difference between how we handled the anonymous blogger in the Admissions area, and how the higher level university employees handled it.
As many open their campus doors this week to new students, Abilene Christian University decided to open its doors to the entire globe. And when the Opening Chapel kicked off at 11am on Monday, there were hundreds of alumni, parents and campus friends watching and praising along with the students.
BlueFuego and ACU paired up to create a virtual Opening Chapel, complete with uStream, Facebook and Twitter embeds at http://www.acu.edu/live. In total, over 1500 people visited the stream within the hour, and a consistent 300-375 people watching at any moment. In total, there were 367 viewer hours on uStream for the hour of broadcasting! Alumni from around the US and as far as the Netherlands, Switzerland, Brazil, Germany, and even a village of 400 people in Ukraine tuned in to participate in the opening festivities. For many, it was the first time seeing a Chapel since graduating from ACU. From others, it was a way to participate when they couldn’t make the annual drive this year. But for all, it was an experience that built affinity and pride in their alma mater, ACU.
And ACU is back at it again tomorrow night, for the season opening Football game. Pictures on the scoreboard from the 1,000+ students with iPhones in their hands (take THAT, SEC!!), live viewing parties from around the US being pulled into the scoreboard via Skype, and much, much more. All a part of the continued initiative to increase affinity and school spirit and utilize the available technology. I can’t wait to get down to Texas tonight to prepare for tomorrow’s event, it’s going to be a blast.
Take a look below at the ACU Live page, complete with uStream Watershed, Facebook Fan Page and Live Stream embeds, as well as Twitter hashtag updates. Below that, read some of the updates from everyone watching the event. I’ll be honest, I got goosebumps seeing the community interact with each other and participate in this event.
You want to see a school who’s doing some of the most cutting-edge stuff in higher education? Keep an eye on ACU.
With the saga of #2013 behind us, it’s time to focus on the future and how lessons learned can be applied to benefit your university. One benefit in particular that I am already seeing is the potential for increased yield over the Class of 2012.
I didn’t see anyone else do Class of 2012 research, but I am glad that I have mine to benchmark this year against last year’s numbers. (All details can be found at http://squaredpeg.com/index.php/class-of-2012-research/ .) I find it helpful to monitor the growth and conversation of the group.
Here’s what I’m seeing with #2013: By actively promoting the Class of 2013 group rather than sitting on the sidelines, we are seeing more students join earlier in the decision process and connect with students in a meaningful way. I sent out an email to all admitted students (like I mentioned I would do in the #2013 post) and it had a 37% open rate with a click-to-open rate of 26%.
As of January 11th, the group already has more members than the 2012 group did on May 21st (338 vs. 331). That means we’re nearly 4 months ahead this year in terms of growth. Looking at wall posts, there are more posts as of today than March 19 of last year (246 vs. 226). So the conversation has begun more quickly and is continuing to grow. Discussion posts are growing as well, 317 to date compared to 298 on April 16th of last year.
Comparing same-week numbers between 2013 and 2012, there are 1700% more members, 1130% more wall posts, and nearly 16000% more discussion posts.
So what does this mean? A few things.
At Butler, we adhere to the National Candidate’s Reply Date of May 1. So the more we can engage students and connect with them before that date, the better. More deposits are a good thing. The fact that our Facebook group is larger than it was at last year’s May 1 date shows that we have a larger audience of the admit pool to help and engage.
Our yield events are very early in the year, with the majority of them happening in January and February. Right now we are coming up on 2 yield events, and it’s the main point of the conversation in the Class of 2013 group. Students are asking who’s going to be there, making plans to meet each other, and they are already meeting friends and finding roommates. This didn’t happen last year. If a student knows other students who are going to a yield event, they are much more likely to attend.
5 students who emailed/messaged me are now the Admins of the group, so they already feel like a part of the Butler community. The more you can share this experience and feeling with others, the more you will yield.
The conversation is evolving sooner. Last March, 3 months into the research, I posted:
“Now, some general observations. The conversation has taken what I believe is a typical course for this type of online/community interaction: Starting at “where are you from?”, going to “what major”, then on to “what early reg date are you going to?” and finishing with a deeper connection level, such as Roommate surveys, what dorm to live in, meeting up this summer, etc.”
With that conversation happening sooner and the deeper connection level evolving earlier in the year, I can assume that yield will be positively affected. It reminds me of the college Brian Niles once mentioned that sends their roommate assignments out as early as February. Kids basically yield each other because they connect and after the whole “are you going? yeah, are you going?” conversation they begin to plan their room. While we still aren’t sending out roommate assignments until late summer, these conversations will still take place and help us yield better.
So there’s one positive outcome of #2013 and FacebookGate. What’s your story? Where are you improving? How has the story helped you approach administrators?
I really need you to listen up for this post. Please.
Something is going down on Facebook, and it has implications for your school.
Several weeks ago I was contacted by my friend and colleague Michelle at Winthrop about some questions pertaining to her Class of 2013 Facebook Group. The email read:
Since we are on rolling admissions I’ve been watching to see when a 2013 group would spring up. Interestingly we have no info on 18 of the 23 members. In fact, even though they are all out of state they all (include two 08 alum of Miami) seem to be connected. My only thought is that they could be a group of squatters? Would that even be beneficial to them? Have you see anything like this or have any thoughts?
I did some research for her, and looked through the friends of Patrick Kelly, the creator of the group. At first, I saw nothing out of the ordinary other than the two ’08 alumni and the fact that this small group of 16-18 students were all interconnected with each other, like she said.
Yesterday, we sent out our admit packets. Today, I got on Facebook to see if a Class of 2013 group had popped up yet. I found 2. One has the exact logo that was used for last year’s group, a non-Butler bulldog image, so I click on that one. And I look at the Creator of the group. Patrick Kelly, Plano Senior High School. I check our system. No Patrick Kelly that has applied and been admitted to Butler.
I dig deeper into Facebook, searching for ‘Class of 2013′ groups. And here’s a list of what I find.
And guess what? This is only from the first 7 pages of a search that returns more than 500 results. Start looking at the names of the group creators and admins.
See how many times those names appear in admin for these groups, and look at their friends and see how many times those names pop up. A LOT. This isn’t just the Common App Effect, where students apply to every school under the sun. These people aren’t interested in going to every school they have started a group for. No, this is an inside ring with a common purpose. They don’t always create the group, but they do always get in, friend someone, and get control rights.
You might have the same thought I had at first. I responded to Megan, “That is very interesting. I don’t really see where squatting could be beneficial. After all, the students who join and participate will steer the group in whatever direction they take it. I’ve never heard of anything like that.”
Sure, not for one school. Not for tiny little Butler, with 900 incoming students.
But for 500+ schools? Owning the admin rights to groups equaling easily 1,000,000+ freshman college students?
Think of it: Sitting back for 8-10 months, (even a few years), maybe friending everyone and posing as an incoming student. Think of the data collection. The opportunities down the road to push affiliate links. The opportunity to appear to be an ‘Admin’ of Your School Class of 2013. The chance to message alumni down the road. The list of possibilities goes on and on and on.
I’ve said many times, step back and let the student group start on its own. Today, I change that position. It seems that we have been gamed, and we need to at least own the admin rights to the group in an effort to protect our incoming students. To end the possibility of them being pushed ads and “buy these sheets for college” stuff this summer. You know there is a motive behind all of this. And you know it has to do with money. And you KNOW you’re going to get calls about it when it happens.
Tomorrow I will set up the OFFICIAL Butler Class of 2013 group. Tomorrow we will promote it to our students, and explain to them why the other groups are potential spam. Tomorrow I will let them know we are not there to moderate them, but merely to provide the safe platform for them to interact and get to know each other. I encourage you to consider the same.
For most of us, tomorrow is too late already. Luckily my group has 2 students in it. Most schools are at 300+ students and growing every day. Make an effort now.
I can’t wrap my head around this all the way yet. I’ll be back around 9pm to write more. Please, join me and comment with your thoughts. What I have said above might not be the right solution. Maybe it involves Facebook’s help to take the ring down. For the first time, I truly believe we can’t sit back on this one. If you see more schools, add them to the list. Together we can figure out a solution for our incoming students.
And please, blog/tweet/email this out to others and link to this so we can have a common place to figure out the best steps.
I have created a Google Doc to start trying to tie the schools all together. Collab with me! http://bit.ly/W1Cg
It’s pretty neat to see everyone working together! Check it out. Thanks for your help!
To keep an eye on the twitter backstream as well, click here.
We have over 200 schools and are starting to notice some patterns. Certain names are affiliated with bigger schools, and others are with smaller schools. Some people are usually ‘creator’ and others are always ‘admin’.
A lot of the names are linking back to College Prowler. More updates after we do some research. *HUGE SHOUTOUT to the 15+ people helping out in the Google Document and on Twitter. You’re all awesome. Be sure to leave a comment so I can recognize you properly.
We feel we can reasonably confirm that College Prowler is behind the mass creation of ‘Class of 2013′ groups on Facebook. More to come.
Out of the 243 ‘Class of 2013′ groups we listed on the Google Doc, these are the most frequent names (n=493) listed as Creator or Admin of the group:
Ron Tressler – 58
Justin Gaither – 55
Josh Egan – 42
Jasmine Smith – 20
Ashley Thomas – 20
Mark Tressler – 10
James Gaither – 10
Searching these names on Google, my colleagues found several direct connections to College Prowler via LinkedIn, ZoomInfo, and more. Perhaps the most disheartening tidbit we found was a post spread across the US on Craiglist. Here is an example of a local ad put out for a ‘Facebook Marketing Internship‘.
“Viral Marketing Internship (Spring Semester)
An internship that combines the addicting glory of facebook with viral marketing? It’s true. College Prowler Inc., the Pittsburgh-based publisher of the only complete series of college insiders’ guides written by students, is actively seeking an unpaid viral marketing intern who has a solid understanding of the web, social networking, and interactive marketing. Responsibilities
- Implement Facebook marketing campaigns that will engage high school and college students
Hours: 15 hours per week
Salary: Unpaid, internship credit
UNPAID to do the dirty work. What a shame.
I am not here to say that College Prowler is a bad company. There was obviously a business motive behind the decision to create 250+ Class of 2013 groups. Unfortunately, we may never know that decision now that this has been brought into the light by the higher ed community. Stories can quickly be changed. An incentive can be a service with one PR release. Truthfully, I hope we don’t find out what future plans were down the road for this massive infrastructure that has been laid across Facebook to unsuspecting high school seniors.
I do need some sleep. I’ll revisit this again in the morning. Please add your thoughts and reflections and ramifications as a comment below. And again, thanks for your help everyone.
One thing that concerns me, after sitting back and looking at this. Most (75+%) of the students who are joining these groups list themselves as ’09 high school students. The position is for a college internship. I don’t know too many high school seniors looking to pick up an internship in the spring of their junior year. It reeks of inauthenticity. I also noticed several high school names popping up throughout as the networks that these people were a part of. Last I knew, to be a high school student and join a network you just had to have 3 people confirm you went there. Join a school, add random people as friends to confirm you (you’d be surprised at how many students would probably do this for someone they have never met or heard of), and you’re in. Also, I have noticed that the friend list of these ‘students’ are often alphabetical. Start with an A search and friend students until you get what you need.
*added 9:45am, Friday
With recent talk on Twitter about what a school’s role should be on a Facebook group, I thought this research would be timely. (To see all of my Class of 2012 Facebook Group research from last year, please visit this page.) I surveyed our incoming class of 915 students, and about 315 responded. These questions relate to the Class of 2012 Facebook Group:
16. Did other universities and colleges use these type of sites to contact you?
Yes: 70 22.44%
No: 242 77.56%
17. Were you ever helped with a question about Butler through a social media site?
For example: Facebook, Butler Bloggers/Forums, Zinch, etc.
Yes: 195 62.50%
No: 117 37.50%
18. How helpful is it to ask questions about Butler on sites like the BUForums or Facebook?
1 being ‘Not helpful. I would rather call.’
5 being ‘Very helpful. I like using the internet to get info.’
1 – 23
2 – 17
3 – 80
4 – 93
5 – 94 Average: 3.71
21. Butler Admissions’ involvement in the Class of ’12 Facebook group was:
1 being ‘Too much. Let us have our own area.’ 1 4
5 being ‘Perfect. Got questions answered when I needed help.’ 2 13
1 – 4
2 – 13
3 – 114
4 – 110
5 – 52 Average: 3.66
My research shows that it’s ok for us to be involved in a ‘Class of xxxx’ group.
I have chatted with reporters at both The Chronicle of Higher Ed and Inside Higher Ed. Serious interest from them. Also emailed my contacts at Chicago Tribune and Campus Technology. Thanks to Sarah Evans at http://www.prsarahevans.com for her PR help. Might have a lead for a CNN story next week.
*added 7:51pm, Friday
I’m planning a small, free web-based roundtable next week for anyone who is completely lost and needs some help or clarification. More details to come. Thanks again for all your content creation and collaboration.
I’ve started Butler’s official group and drafted the email to all admitted students to notify them of the group and the tiny role we will play in it. I have asked in the email for students who wish to be the moderators/admins of the groups. That’s where we are at right now.
2008 has been the year of ‘social media’, no doubt. Everywhere you go, everything you read.. there it is. Some people still aren’t sure exactly what social media is. For me, I’ve watered the explanation of social media down to this:
People having conversations online.
If you understand that, you will understand what you should be doing with social media. Put the megaphone away and start listening and talking back.
A few weeks ago I threw out a simple question on Twitter, and the responses were fascinating. Please take the time to read through these, and then realize that you/we are not alone in our struggles.