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Proactive Social Media: Filling the Information Space With Great Content


I recently gave a talk titled Free the People! at the Potomac Forum’s Government 2.0 Leadership, Collaboration, and Public Engagement Symposium in Washington, DC that generated enough interest for me to post my slide deck and write a summary for a wider audience. These thoughts constitute some of my early ideas about “offensive social media” for organizations (this talk was particularly geared towards a government audience, but the fundamentals apply to the private and public sectors more broadly).

Read the rest of this article at the PR 2.0 blog!

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Proactive Social Media: Filling the Information Space With Great Content


This post was originally published on BrianSolis.com on September 4, 2009.

Guest Post by Dr. Mark Drapeau – read his blog, follow him on Twitter


Source

I recently gave a talk titled Free the People! at the Potomac Forum’s Government 2.0 Leadership, Collaboration, and Public Engagement Symposium in Washington, DC that generated enough interest for me to post my slide deck and write a summary for a wider audience. These thoughts constitute some of my early ideas about “offensive social media” for organizations (this talk was particularly geared towards a government audience, but the fundamentals apply to the private and public sectors more broadly).

Anti-social vs. social government communications: Typically, there are a number of layers between a government employee communicating with a citizen – bosses, committees, lawyers, public affairs, and so forth. This is an anti-social approach to citizen relations. There are good reasons for the current system, but the problem is that new social technologies allow this system to be easily bypassed, even accidentally, by “government socialites.” Admiral Allen, the commandant of the Coast Guard, commented that we want to honor the past, but not operate in it. So how can we slay some sacred cows and modernize government-citizen interactions?

Social media is about being social – Sharing is caring: Social media is about being social both online and in real life. Its mastery is primarily not about technology but about people sharing information through social networks. Technical savvy is needed far less than leadership. If you understand collaboration and communication, you can understand social media. How many government leaders understand how the inside of a phone works? Social media is a very powerful force, because anyone with a phone or a computer can create, comment on, and spread content. And increasingly, this is done in people’s personal lives – and the lines between work and play have blurred considerably.

Remember that citizens are your ‘end user’ – change the public’s expectations of you: Craig Newmark, the founder of Craigslist, once said that customer service is public service. But how many public servants consider themselves in the customer service business? How many citizens interested in the environment can name someone working for the EPA? How many schoolteachers can name a senior official at the Department of Education? How often does the average government employee meaningfully interact with a citizen who cares about what they do? The government is not “usable” to the average citizen. It can be, and it should be, though. You can play a role in making that happen. Interact with your agency’s biggest fans online and in real life; listen to them and let them help you achieve your mission. The Bloggers Roundtable from the Department of Defense is a good example of this.

Saying “It’s not in my job description” is not in your job description: Often people resist change because they fear the unknown, are afraid of losing control, or have some other interest in the status quo. Unfortunately, social tools are empowering collaboration behind their backs, and they’re going to get stepped on or over, directly or indirectly. Do you know how I met ADM Allen from the Coast Guard? Facebook. The lines between work and play are blurring, particularly when it comes to things like networking and participation. Is checking someone’s GovLoop blog “work”? Who knows. What I do know is that the people doing it are better off than the ones ignorant of it.

Tactics are nothing, Strategy is everything: No talk would be complete without quoting Sun Tzu: “Strategy without tactics is the slowest route to victory. Tactics without strategy are the noise before the defeat.” You need to start off with a strategy for yourself, for your office, or for your agency. What do I want to accomplish? What could we be doing better? Make a list of goals and stick to it. Social media is not a generic toolbox. It’s not a jumble of names of companies. It’s a set of functionality that if used right can provide innovative solutions to specific problems you’re facing.

The best offense is a good offense – Being only defensive is offensive: I think that being only reactive can be a radioactive strategy. Yes, of course you should monitor what people are saying about where you work and the topics you work on. But the really powerful behavior is anticipating what’s coming and seeing it before others do. A broader strategy is playing offense and defense with social media. It’s being proactive and reactive. You either put out information on your own terms, or someone will fill the vacuum for you. I term this “offensive social media” and I think that this is the behavior which truly generates word of mouth about your organization and its activities.

Content is king, but marketing is the queen (and we know who rules the castle): [That’s a Gary Vaynerchuk line from a keynote I heard him give.] The most important thing you can do with social media is share quality information that contributes to the knowledge base, and adds value to people’s lives. Ask yourself, will citizens be better off for having seen this content? But beyond that, don’t forget to market your content. In the future, you won’t find the content, the content will find you. Talk about your content at events, link to it off other people’s websites, use social bookmarking, Facebook Wall posts, Twitter, and other mechanisms to publicize what you content is. Furthermore, be where your audience is. Don’t use Plurk if you know most of your audience is on Twitter, don’t use MySpace if you know your fans are on Facebook, and so forth. And where applicable, use multiple formats to provide the same information.

Sometimes the message is the message – dominate the information spectrum: That said, sometimes the message is itself the message. What I mean by that is merely having a presence, sharing any kind of information, showing citizens that you care about them, can actually be in some sense more powerful than the actual information that you’re sharing. Borrowing from the military, I call this the full-spectrum dominance strategy. You don’t necessarily have to use every tool, but when people are looking for information about defense, or education, or environment, do they find information that you shared? That’s the real question you need to answer.

Discover your internal ambassadors and set them free within your microniche: Charlene Li has said that for large organizations, social engagement with stakeholders cannot remain only in the hands of a few social media experts – it must be embraced culturally by entire organizations and used tactically by many people in many places at many times. Everyone to some degree is a communicator, as the Air Force has said. Give up the idea of message control. People inside your organization are already using these tools at work and at home. And they’re already talking about their work while they’re golfing with their friends or cooking dinner with their spouse. So instead of cracking down on these government socialites, reward them – they’re the most likely all-star public ambassadors you already have. Unlock their hidden potential. Education and training is required, though. Train against stupidity and embarrassment, don’t micromanage, and trust your employees. You already trust them to fly fighter jets and manage hundreds of millions of public dollars, but you don’t trust them to tweet from a Blackberry? That notion is quickly becoming antiquated.

Choose the right tools for the job. Ignore the hype. Experiment. Fail safely: Once you have your strategy, have mapped out some goals, and have identified some leaders who can help you achieve this, choose the right tools for the job. Some tools are better than others for achieving different missions. In some cases, writing will be better, in others photos, and in others video. Maybe you want to offer interactive video chat. I can’t answer these questions about your organization. But I can say that you should largely ignore the hype. MySpace isn’t dead, Twitter isn’t the answer to every question, and WordPress might be more complicated than what you need. Read about the technology, attend events that prolific users actually go to (hint: not government conferences), and conduct small experiments. Fail safely. Or fail small. Don’t use new tools in ways that if they don’t work they’ll be very embarrassing for people or groups. Look at others’ best practices, start small, and learn a little bit as you go along. Don’t take big risks.

Metrics are answers looking for problems. Ask: Is what I’m doing adding value to the community? People get very obsessed with measuring things. Critics especially will ask, what’s the return on investment from a blog, or what’s the ROI on tweeting 10 times a day. I say, what’s the ROI on a meeting that runs too long, or the ROI on a lunch break? I’d also like to know the ROI on actually collecting, analyzing, and discussing the metrics in the first place. How does 10 people sitting in a room for two hours discussing the relative benefits of 450 vs. 750 Twitter followers help people? I like to say, “I count thank you’s, not click through’s.” I count the number of times someone says “I know you from Twitter” or “I read your Federal Computer Week article.” So ask yourself, is what I’m doing helping my community of interest?

Don’t just feel the pulse. Be the pulse: This was said by someone from one of the most successful crowdsourcing companies out there….Jeffrey Kalmikoff of Threadless. [show of hands: no one in the room had heard of it] When people think of the environment, or national security, or education, do they think of your blog, your Twitter feed, your YouTube video channel? Probably not yet – but they could. And that has huge indirect positive effects for you, your boss, and your organization. This goes back to using social media in proactive vs. reactive ways. When you’re proactive and incredibly giving of time, energy, and information, you’re what Shel Israel calls “lethally generous.” http://redcouch.typepad.com/weblog/2008/10/using-lethal-ge.html You become a very trusted member of a community. And therefore information starts flowing back to you, and you can anticipate rather than merely react. Don’t just talk about your office and your agency – Intelligently curate information about your sector, your industry.

Influence = Brand x Experience x Trust. So, what’s your brand? Who are your experts? Does anyone trust you? [This slide title borrowed from @micah’s talk from Gnomedex] – Distrust of the government and its messages have never been higher. http://people-press.org/report/95/ So how can government social media help combat this attitude in the country? One, think about your brand. Yes, the government has brands even though we’re not selling breakfast cereal like on Mad Men. But we are in some sense selling ideas and information and giving products like Social Security to people. And we do have brands – think about photos of the Capitol, or a Marine in full dress uniform, or a dollar bill. Second, who are the ambassadors that are presenting your brand to the public? What are they saying? How can they help your office or agency better achieve its missions? Third, does anyone trust your content? Provide great content, make it accessible, pervasively interact with the community, and build trust over time.

Indecision is not a decision. Plans are nothing without action. I want to conclude by saying that you can think about this and plan all you want, but none of it means anything without taking some sort of action. There’s no ROI in planning your social media strategy for a year – by the time you have one, it’ll be outdated. Make connections, read about emerging technology, start learning and experimenting, and begin moving forward on your offensive social media strategy that provides incredible value to citizens and fills the information space with great content from your organization.

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The Efficiency of Celebrity Obituaries


Are celebrities dying at a higher velocity these days, or am I just discovering information about their deaths more efficiently?

I think the latter. This is information I didn’t know I needed to know, until I found out about it. With online software platforms like social bookmarking and microsharing increasing in popularity, you no longer have to spend lots of time finding information – the information finds you.

Obituaries are interesting, because  they are generally sudden, unanticipated news events. You could not possibly be looking to see if your average celebrity has passed away the minute before it happens. Today director John Hughes is being reported as deceased, and I was not thinking about this before this afternoon.

One could think of real-time celebrity obituaries as a metaphor for natural disasters or other sudden events of large impact – so-called Black Swans, in Taleb’s terminology. These are events that impact many people that cannot be anticipated or forecasted with much certainty, if any. The social web makes this information known to you in nearly real-time, however, which is about the best you can expect.

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Summer Reading List For Millennials


Let’s face it, Millennials – you’re completely lost right now.  Some of you are just out of college and wondering what the hell a recession is.  Some of you are pushing 30 years old but reaching some kind of quarterlife crisis, having hit a ceiling at work, or wondering if you’re happy doing what you’re doing, where you’re doing it.  Some of you, unfortunately, are working three jobs to make ends meet, or are currently out of work for one reason for another.

Times are tough for many out there.  So even though I’m a young Gen-Xer who grew up with grunge music and Ethan Hawke, I thought I’d try to help you by writing up a brief reading list of unique, inspiring books that I’ve read in the last year.  All of them relate to each other in various ways.  In total, they’re an inspiration to be entrepreneurial, to seek markets for your individual talents, and to feel good about yourself for being different from the crowd in some respects.

The first book is The Long Tail: Why the Future of Business is Selling Less of More by Wired editor Chris Anderson.  This book is about serving microniches of customers or fans, the decreased costs of communications and transporting goods and information because of the Internet, and how you can become well known, make a living, etc. off a relatively small number of people who really love what you do and will passionately talk about your products, whether those products are songs, services, or widgets.  You can follow the author on Twitter here.

The second book is Tribes: We Need You to Lead Us by business author Seth Godin.  This book is about leadership in the current era of personal branding, Web 2.0 marketing, and individuality and entrepreneurialism (even if that’s inside a large organization).  It’s about how people with leadership qualities can more easily than ever inspire people in a movement and lead their tribe, however small, to new places and opportunities.  You cannot follow the author on Twitter here, but I highly recommend his blog.

The third book is Ignore Everybody: And 39 Other Keys to Creativity by cartoonist Hugh MacLeod.   This is a very unique, fun book about the author’s personal experiences as a young advertising copywriter and budding cartoonist living in New York.  Life lessons about being creative and being yourself are written in short, biting chapters interspersed with the author’s terrific cartoons.  You can follow the author on Twitter here.

True, these books are for people from all generations (heck, I found them useful), but I think that will all the stuff going on in the world today that Generation Y might be the most inspired by them.  Whether you’re coming back to college for your junior or senior year, or you’re nearing your third decade on earth and think you’ve got your whole life mapped out for you, I still recommend these books.  At the least, they’ll tell you that you’re doing everything right in an entertaining, smart way.

I also want to give some mad props to someone who I not only personally like and have come to admire a bit, but who I think epitomizes many of the lessons from these three books, Gary Vaynerchuk (VAY NERR CHUCK, got it?)  Gary turned a New Jersey-based family liquor store into a wine emporium into a wine critic video blog into a personal blog about marketing into a keynote lecture extravaganza into a consulting firm into a ten-book publishing deal. Now he does it all with a ton of hard work and a tiny team of helpers.  I suggest watching his videos and catching him speaking in person somewhere;  There’s nothing like it.  His first book, Crush It! Why NOW Is the Time to Cash In on Your Passion, will be out in October.  I haven’t read it yet, but I have no doubt that it will be awesome.  You can follow Gary on Twitter here.

Please comment on these books if you’ve read them, or add books you think would be useful, below.  And let me know if these books have helped you or people you know out in life!

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The A to Z of New Media


Authentic: “corporate speak” will doom you to failure

Be yourself: make sure there’s a real person behind your efforts

Connect: meld the organization with old and new stakeholders

Direct contact: with stakeholders and the public

Evangelists: they spread word to their loyal followers

Frontier: unless you play on the edge you don’t know what’s new

Glocal:  it’s local but still global, and global but still local

Honest: and it’s okay to say no as well

Immediacy: enables real time communication

Jump in: don’t be afraid to try; others are

Keep at it: don’t give up, there’s a learning curve

Listening: hear what your stakeholders say

Mobile: take your Web 2.0 to go

Nimble: no manual – be ready to shift approaches

Old media: traditional routes increasing online presence

Personal: more meaningful one to one relationships

Quickly respond: or the perception is that you don’t care

Reputation: perception of the organization

Systemic: put content on multiple channels

Take risks: and enjoy the larger rewards

Useful: make the information pertinent

Viral: spreading information rapidly

Where have you been?: communities expect your participation

Xchange: stakeholder ideas lead to improvements

Youth: but don’t neglect others; 35+ fastest growing demographic

Zeitgeist: social media

Adapted from a Marriott handout at a Washington, D.C. event called “New & Social Media: Leading the Way”

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Web 2.0 Throwdown: Print vs. Post


There is a tremendous amount of interest in emerging media technologies in 2009. They are disrupting many areas of great interest – advertising, publishing, job searching, professional networking, military recruiting, charity fundraising, and political campaigning, to name a few. And in this economy, in this seeming moment of change, it is more important to keep up with trends in communications technology than ever before; that knowledge may be the difference between winning or losing a job, a contract, or even the leadership of a country.

Kate Michael is hosting an event called PRINT VS. POST on Wed, May 13th at the National Press Club in Washington, DC, in order to discuss some of these important issues with two great thought leaders: Andrew Keen of Berkeley, CA, and Peter Shankman from New York, NY.  Both are best-selling authors, both frequent keynote speakers, both incredibly outspoken and interesting, they will face off and discuss and debate issues related to new media and journalism, government, and politics for an hour. They’ll also be signing books and attending a charity after-party at local nightclub Lotus Lounge.

I’m really excited to be hosting such an important and timely event.  If you’re a writer, you need to attend. If you’re in public relations, you really need to attend. And if you’re a future 2010 Congressional campaign staffer, you super really need to attend, because now that the Obama campaign put new media on the radar, everybody wants in. And your knowledge will be useful. And from a learning and networking standpoint, getting a VIP ticketis the way to go – not only will you be able to attend the event in person, you’ll have a good chance of winning both of the author’s autographed books in a raffle, and will also gain access to the Newsbabes Bash for Breast Cancer afterwards, where you will see me, Kate, Andrew, Peter, and many media personalities having a great time!

Please click here and pick up a ticket before they’re all gone!!

Andrew Keen of Berkeley, CA has been called “the Antichrist of Silicon Valley” for his controversial views of Web 2.0 and its effects on society. His book The Cult of the Amateur is hated but well-read for its insight into how the democratization of data is changing everything about how we interact with one another and live our lives at their core. The demise of well-compensated experts, the influx of junk on the Web, and the accessibility of opinions over facts are just a few reasons that emerging Web 2.0 social technologies are destroying life as we know it.

Or are they? Peter Shankman from New York, NY is well known as a public relations maven from his days at AOL and his book Can We Do That? But more recently he has started the service best known as HARO, which stands for Help a Reporter Out. Peter makes a living by using social tools that connect people to effectively link up journalists with sources (a.k.a. “hacks and flacks”) – and keep reporters and writers in business. Leveraging old school email newsletters three times a day with new media like blogging and Twitter, HARO is a platform to keep experts around for a long time to come.

So which is it? Is Web 2.0 destroying our culture? Is it deconstructing the very nature of books, of words? What are the effects on the future of mainstream media, of newspapers, of television and radio? What should students be learning in journalism schools, and should they even bother going anymore? And how might these emerging technologies affect how the 2010 mid-term Congressional campaigns are conducted? And what’s unique about Twitter that’s making it so popular right now?

Keen and Shankman will face off in an hour long discussion moderated by Washington, DC’s very own Dr. Mark Drapeau, a prolific writer, animal behavior scientist, and strategic consultant to the government on social media issues. He knows these guys, he’s read their books, and he knows how to push their buttons. And he’ll get the most out of them for the audience in order to answer the questions above, and your unrehearsed questions too.

When: May 13, 2009, 6:00 – 7:00 PM
Where: National Press Club

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Why I’m Writing for True/Slant


Yesterday, the alpha version of an exciting new journalism site called True/Slant became public. This is something I have been working on behind closed doors since January. True/Slant, a privately held company funded by Forbes Media and Velocity Interactive Group, is based in New York and has recruited about 60 writers, or ‘knowledge experts’ to write columns about things we’re interested in, along the lines of our motto: “News is More Than What Happens”. You can see my column, named Cheeky Geeky, here.

As the Wall Street Journal personal technology columnist Walter Mossberg points out in the premiere review of True/Slant this morning, the site is truly trying a new model of web journalism. When I had some initial discussions with the True/Slant team, particularly the Executive Director Coates Bateman (who will no doubt be challenged with ‘managing’ me), I was very excited to hear how social media tools would be mixed with original long form writing. And they were excited to hear about my knowledge of social networks and new marketing that’s come from experimenting with the tools for some time now.

Another quasi-news site based on blogging and funded by advertising, you say. What’s really different about True/Slant? Actually, a LOT.

For one, each contributor has their own platform under the True/Slant umbrella. That means that you can subscribe to just my articles from True/Slant, and not every author’s articles. That also means that advertisers can place ads about, say, technology on my column, and ads about food on my friend Robin Dorian’s ‘foodie’ column called Weird and Delicious. Hence, writers have a vested interest in exploring their niches and making their pages the best possible, worrying somewhat less about the overall True/Slant site.

True/Slant also wants you to know what it’s columnists are reading. Don’t you sometimes ask yourself where your favorite authors get their food for thought? At True/Slant, we tell you. We rip headlines of stories we’re reading and post links on our pages. And on the homepage, editors curate these headlines so you can see a mix of what everyone’s reading, and perhaps get a peek inside our minds as we work throughout the day.

Another thing that is different about True/Slant is a sense of community. As columnists we are strongly encouraged to follow other writers’ columns and post comments on their blog posts. This is already starting to build cohesion among the writers and throughout the site. Readers will learn more about our personalities and understand us more as people, and not just anonymous writers that put up a column once a week. I think this is not unlike the ‘ambient intimacy‘ that people feel when following someone on Twitter for a while.

Yet another unique feature of True/Slant is the plan for advertisers to have columns. Clearly marked as advertising, and perhaps similar to glossy special advertising sections of magazines, this is another potential revenue source that at the same time does not involve columnists in, say, getting paid to write about their views of brands – a highly controversial topic.

Finally, we want True/Slant to be a social network. The readers get involved too – when you comment on our posts, we can “call you out” for a great comment. Readers that get called out a lot will get recognition, as will readers that comment frequently. So, this is a multidirectional conversation – columnists are readers and commenters, and readers are commenters that join our social network. Even management is commenting on our columns – which is pretty cool if you ask me.

I truly believe that True/Slant is a step forward in combining the best of journalism and opinion writing with the best of social networking. It’s something I haven’t yet seen in sites like the Huffington Post, Slate, The Daily Beast, or Salon. Even great sites like Mashable and TechCrunch that cover the Web 2.0 sphere of news, for all their RSS subscribers and Twitter followers, do not empower their columnists nor engender a sense of community. So I think we are pushing the envelope. As I once heard Pete Cashmore, the CEO of Mashable, say – Return on Engagement is the new Return on Investment. True/Slant is poised to make a large ROE by creating a platform for the community that may evolve into loyal readers, in order to then generate a more traditional ROI.

And this is just the start. Looking towards a beta version in May 2009, in the near future True/Slant will have more WordPress plug-ins, integration with Facebook walls and Twitter posts, and other new features that should make the columnist and reader experiences even better. Remember, what you see now is just the early alpha site!

Every week, I plan to publish exclusive opinion pieces on Tuesdays, satires on Thursdays, and a feature called “The Best, The Worst, and The Weird” on Sundays, the latter of which will highlight the best, worst, and weird thing I read in the past week – so send me your ideas!

As Mossberg says in his review of True/Slant, there’s no guarantee that this will all work. But I think that the management of True/Slant is pushing the envelope with regard to the interface of old and new media, and so at the very least it is very exciting to be a part of a great experiment at its most nacent.

For now, check out my column, and start interacting with some of the other great writers on the site. They also author stories for Rolling Stone, Time, Financial Times, and other great outlets, and write about everything from politics to restaurants to neuroscience. Comment on the columns, and tell me about what you do and do not like about the site! From the CEO and Founder, Lewis Dvorkin on down, they are truly listening to what you have to say – and writing columns themselves!

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Expand Your Twitter Base


If you use the popular microsharing site Twitter, you’re probably familiar with the idea that people are communicating in different ways than ever before. Twitter is purposely not well-defined, but it can be viewed as a massively multichannel instant messenger, a text talk radio channel, and a modern mobile CB radio.

Have you assessed your last 40 tweets lately? There’s no right nor wrong way to use Twitter per se, but many people would like more followers. However, if you use Twitter primarily as a broadcast IM tool that no one else is listening to, you may as well just use Yahoo Messenger, or text messaging, or talk on the phone. You’re not doing it ‘wrong’ but you’re also not maximizing the power of the microsharing platform – and to some extent you’re also wasting your effort.

Why pretend to broadcast when you’re really narrowcasting?

If you want to expand your base, provide value to people you’re not personally familiar with. This might mean linking to interesting material, using hashtags to create metadata within your tweets, or simply being funny or interesting enough for people to re-tweet you. Provide useful material that can be discovered by strangers.

Gaming the Twitter system to accumulate new followers is generally just a short-term strategy. What you really want to do is be true to yourself, and execute against your core set of beliefs, values, and interests. Then, you’ll be happy about what you’re writing about, and attract a group of followers in microniches of interest to you over the longer term.

You might be happy to use Twitter to chat with your friends, and that’s fine. But if you hope to expand your base for personal or professional reasons, and your last 40 tweets are 80% or more personal chatter, no one else is listening to you. So why would they ever be tempted to follow?

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SXSW? Forget About It


You’re more forgetful than you might think.

Almost every bit of data you encounter daily is forgotten. You forget the exact number of dishes you left in your sink, you forget the number of paces you walked from your bed to your bathroom, you forget the car licence plates you see as you drive to work, you forget most of the words you read at work, and you forget precisely what everyone ordered at the office happy hour.

It turns out that this is true of most any animal. For example, since the early 1970s, fruit fly researchers have been using sophisticated behavioral, genetic, molecular, and neurobiological methods to dissect the brain’s mechanisms of the acquisition, storage, retrieval, decay, and yes, extinction of memories.

But why does our brain kill memories? Because, simply, if you remembered everything you’d quickly have information overload.

At the popular South By Southwest Interactive Festival in Austin, Texas this week, information overload is happening not only in real life but also online. As journalist Daniel Terdiman points out at CNET News, while Twitter has been useful for finding friends and event sessions and parties at SXSW in the past, the growth of both SXSW and Twitter has resulted in so many people using it at SXSW 2009 that it is hard to keep up with all the…information.

More information doesn’t mean better knowledge. Thus, as Clay Shirky famously quipped, “It’s not information overload, it’s filter failure.”

We’re surrounded by information and filters. Colleges are filters for knowledge. Libraries are filters for books. Supermarkets are filters for food. Movie theatres are filters for films. NBC Nightly News is a filter for the mainstream headlines. RSS feeds are a filter for blogs.

Twitter is experiencing huge growth that shows no sign of abating soon. And as far back as two years ago there were international Twitter ‘clones’ – now there are many more. Yet, filter technology is lagging far behind microsharing technology.

Perhaps even more important is that while attending events people tend to filter on-the-go using mobile devices like Apple’s relatively powerful iPhone. But no one can keep up with over 1,000 tweets per hour while consciously attending an event in real life. So, when developing filter technologies, both the power user measuring public sentiment on an office computer and the mobile enthusiast on the road are important clients to keep in mind.

You can safely forget most of what happened at SXSW 2009. But how do you find the things worth remembering?

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