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11MasterPrintGroupx13connectVol2Issue22012TheproblemwasJoePaternohadnx19tdied.OnwardStateanon-campusstudentnewssitetweetedthatPaternohaddiedofcompli-cationsfromlungcancerhehadbeendiagnosedwithlastNovembershortlyaftertheuniversityfiredhim.ThenewsofPaternox19sdeathwhilenotunexpectedstillcarriedanimmenseamountofsadness.Thattheerroneousannouncementwasmadeviaatweetnotfact-checkedandpickedupbytheworldwideme-diawasthemotherofallreportingmistakes.FollowingseveralrebuttaltweetsbyPaternox19sfamilytheinevitablehappenedx13allofit.Paternodiedthenextdaynewsorganizationsthatranwiththetweetapologizedandvowedtoundertakemorediligentreportingandthemanagingedi-toratthestudentwebsiteresignedindisgrace.Itisnotthefirsttimeawell-knownfigurewastweeteddeadtoosoon.LastJanuaryseveralmediaoutletsfalselyreportedthatU.S.Rep.GabrielleGiffordshaddiedafterbe-ingshotduringapubliceventinArizona.Theageofsocialmediax13fromitsmoment-of-impactreportingtox1clikingx1danythingyourfriendspostandevery-thingelseinbetweenx13continuestocreateacultureinwhichbeingfirsttoreportthenewsormakingyourselfaccessible247isthenewcool.Buttruthbetoldbecauseso-cialmediaallowsforinformationtospreadworldwideinaheartbeattrendssuchasbreakingnewsandincreasingthepresenceofyourbrandcancarrybothriskandreward.Thex1chetweetedshetweetedx1dworldthatnowengulfsusisunlikeanythingwehaveeverseen.YouwantmoreproofCheckoutthepastcoupleofrevolutionsthatsocialmediahelpedstartTunisiaandLibyaanyone.Afterthesmokeclearsthepunditscontinuetodebatejusthowmuchpowersocialmediahastodayandwhetherithasreachedthetippingpoint.ScottKlososkydoesnx19tthinkso.Hebe-lievesthatonlinestrategieswillcontinuetorevolutionizeeverythingwedo.KlososkytheformerCEOofthreesuccessfulstartupcom-paniesandathoughtleaderwhospecializesinexamininghowtechnol-ogyischangingtheworldhasworkedasaspeakerandconsultantwithcompaniessuchasEbayCiscoNewellRubbermaidLockheedMartinVolvoTheHartfordandMarriott.TodayheisfounderandchairmanofAlkamiTechnologywhichhasdevelopedasecond-generationonlinebankingplatformthatprovidesonlineaccountmanagementsolutionstothefinancialservicesindustry.KlososkysayssocialmediadetractorsseedisillusionmentfallingintothreeareasItx19sstillnewsomepeopledonx19tfinditeasytouseandtoomanyexpectitbeacureforeverythingtheyneed.x1cWhenyouhearpeopleusethetermx18disillusionmentx19inregardtosocialmediaIthinkthemainthingthatgetsthemisthatitx19sstillnewx1dKlososkysays.x1cChangesespe-ciallyonthetechnologysidecomeinwaves.Backintheearly-x1980swhenwefirstgotintoPCstherewasalotofdisillusionmentintheITworldbecausetheydidnx19twantpeopletohavecomputingpower.NextcametheInternet.Thedisillusionmentwasthatpeoplewouldjustusecomputerstowatchpornandshop.x1dTodaydisillusionmentconver-sationsstartwithorganizationsrunby50-or60-year-oldswhodonx19tgetwhatsocialmediaisallabout.x1cTheydonx19twanttolearnsomethingnewx1dKlososkysays.x1cWhenyouhave10-year-oldsus-inganiPhonebetterthanadultswellthenyesyoux19regoingtogetabitdisillusioned.Therealsoarethosewhowantwhateveritisthatx19snewtobethepanaceatheywantittofixeverythingforthem.IfyouhaveanunemployedpersonofSx13cx11alMedx11aDiDyouKNoWMarketersbelievesocialmediaisaneffectivetoolanduseitthemselvesbuttheircommitmenttoinvestinginsocialmarketinglagsaccordingtoastudyfromtheSoftwareInformationIndustryAssociation.Accordingtoitsx1cMarketinginTodayx19sEconomyx1dstudy90percentofmarketersusesocialmediaandthree-quartersbelieveithasapositiveimpactontheirbusiness.But55percentsaidtheirmarketingteamsspendfewerthan10hoursaweekonsocialmediawith35percentspendingbetweenoneandfivehoursaweek.Theonlinesurveywasconductedduringthefourthquarterof2011garnering106respondents.thenewshithard.JoePaternohaddied.Thelegendary85-year-oldPennStatecoachwhohadspentthelastmonthsofhislifemiredinaseaofcontroversyamidachildsexabusescandalbyaformercoachwaspronounceddeadat3p.m.ESTwithfamilyandfriendsbyhisbedside.