Facial Recognition, Privacy

Facebook and Facial Recognition? A Bad Combination!

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If we have learned anything over the years, social media platforms, and particularly Facebook have undertaken many initiates that are less than ethical. With the latest news that most people will start to see facial recognition options in their Facebook platform today, privacy advocates are sounding alarms. And for good reason! What is missing is the information needed for an informed public on this topic. Most Facebook users will not realize the ramifications of letting Facebook use facial recognition.

Before looking at what this means now, we need to explore a bit of history. Let’s take a look back at some of Facebook’s less than stellar moments:

  • Back in 2014 it became known that Facebook conducted research on approximately 700,000 users without their knowledge. The research was intended to learn how users would react – emotionally – to either all positive or all negative information on their feeds. As someone who both teaches and also conducts research, this is a fundamental ethical breach of research guidelines. When conducting research, there is an ethical requirement to obtain Informed Consent. As a part of this, participants know that they are involved in a research project, what the research is, how it will be used and they can withdraw at any time, etc. Facebook ignored this and proceeded without any Informed Consent. Thus, the impacts on people could have been detrimental to their mental health with no plan to mitigate.
  • Increasingly since the 2016 US federal election, Facebook has come under fire for its lack of process, policies and actions that easily enabled foreign third parties to directly impact the election.
  • And while Zuckerberg testified before the US Congress, which looked as comfortable for him as getting your teeth pulled without lidocaine, he nonetheless showed up. In Canada however, Facebook was a no-show to discuss privacy breach issues of Canadian citizens.
  • In July 2019, Facebook was levied a $5 billion fine to settle a US Federal Trade Commission data privacy probe. 
  • And just last month, the US federal appeals court rejected Facebook’s effort to undo a 2015 class-action lawsuit claiming that it illegally collected and stored biometric data for millions of users without their consent in Illinois. 

In looking at just these few examples, any reasonable person would question why Facebook would need and/or want to collect facial recognition data. And, make no mistake. They are “collecting” facial recognition data. 

We have already seen how some governments are using facial recognition data to create states of surveillance. Think of China for one. The United Kingdom is another jurisdiction that has delved into facial recognition and, as we have seen, the results in many cases proved to be wrong in 98 percent of the time.

So, while there could be applications for national security, once there is proven technology, and of course, there are laws established to protect citizens, I have to question what possible need is there for Facebook to implement facial recognition in its platform. We have an established pattern for Facebook not adhering to laws and collecting information and using information in less than ethical ways. 

Facial recognition, when in the wrong hands, can be used in a variety of harmful ways. The mere fact that an individual does not have control over his or her image is alarming. If in the wrong hands’, could images potentially be used in the creation of deep fake videos or other images? Such deep fakes could show a person committing a crime, stating information against a government – which in some countries could result in detention or worse – or even stating slanderous comments against a person, an employer, etc. All of which could have negative impacts as the person then has to prove that they were not the person captured in a video. Now many would argue that you don’t store biometric data with images such as drivers’ licences, etc. That is nice in theory, but as we have seen with Facebook, what should happen, doesn’t always happen. So yes, it could happen.

And perhaps more disturbingly is that Facebook has stored our digitized face since we started using it – without our permission. (This was part of the Illinois lawsuit.) The question is…to what end? Some argue that the market for facial recognition is poised to reach $9.6 by 2022. There is definitely money to be made for Facebook. And, with the technology that they are working on, it won’t be just your face. It will be your posture, the way you walk and possibly even how you dress that will make you identifiable. 

As an individual, the implications are deeply concerning. As most of live in societies where privacy is a human right, Facebook – and others – will be using facial recognition to absolutely remove this human right. And sadly, most of us don’t even realize that this is happening. When we do, it will be too late.

If like me, you have already scaled back on using Facebook, the implementation of facial recognition has definitely been the tipping point to back away completely.

Now the question is, will this be a tipping point for you?

Privacy, TaylorMade Solutions

The Unintended Consequences of Security Cameras: Children’s Privacy Breached

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These days we can expect to be “on-camera” and recorded in most public places we frequent. Despite the fact that most of us don’t think twice about this, there are significant privacy consequences related to security cameras that we should be very, very concerned about.

First and foremost there are at least five questions we should be asking:

  1. “Who” is actually recording/watching us?
  2. What are they recording/watching us for?
  3. How long are they retaining this information?
  4. Can they “legally” record us?
  5. And finally and perhaps the most concerning, “Are they live streaming?”

This final question really rose to the top of the list just last month.  Parents and school administrators were somewhat shocked to discover that a school in Cape Breton, Nova Scotia was “LIVE” streaming video of kids in various school locations. Of course the intention was not to live stream, but unfortunately inadequate protocols were in place and this meant that firewalls were not in place. The result: images of kids were able to be live streamed for months.

In fact, the images had been live streaming for some time. Equally disturbing is the message that was displayed with the video. “Change Password” is clearly shown with the date and time of the video. The risk here of course was that some bad actor or actors could have taken control of the video system. Equally disturbing was the fact that in some cases, the camera position and the ability to zoom could have been accessed and actually changed.

As a parent, you would have obvious concerns with this. School administrators would have these  same concerns, but you need to add the liability issues. And then the question is, who if anyone, is liable? And, should they be?

As someone who advocates for privacy, I have a whole host of concerns with video surveillance. Consider the questions I list above. We have a right to know these things. Of course, there are very legitimate reasons for security surveillance. And please don’t get me wrong, I think that in the right circumstances, video surveillance is not only a necessity, but critical.

Let’s break down the questions above in a little more detail:

1. Who is recording us?

It’s true that we are being recorded more than we think. In public spaces, there should be an expectation of video surveillance. This surveillance however, is meant to be a deterrent against crime or other less than other desired behaviour. For example, I am sitting in a coffee shop right now and taking a quick look around, sure enough, I can spot two surveillance cameras. They aren’t actively pointed at the seating area, but rather the cash and the access to the back room.

The key to this are the words “public spaces.” Street corners are public spaces. Shopping Mall hallways are public spaces. Schools may not fit the traditional definition of public spaces. While a public space, a school is not open for any random strange to enter and wonder through. Additionally, public but private spaces such as locker rooms change rooms or washrooms are not truly public spaces.

An additional layer of complication is when children are involved. In these cases there do need to be extra precautions. There are many legal requirements when it comes to capturing images of children and how you use those images. In my business, I will not use a photo of a child, unless I have written confirmation from the parent(s) that I can. Live streaming children does not pass the smell test. In other words, if you are live streaming children, make sure you have your legal requirements covered and most importantly protect the identity of the children!

2. What are they using this information for?  

Remember that when using surveillance cameras, the information collected should be done in such way that the minimum amount of information is captured. For example, there is an expectation in change rooms and washrooms that there would be no cameras. If using cameras for security at a banking machine for example, the camera should not capture images of people walking by on the street outside the bank.

Additionally important is the capturing of audio. This is yet another level of detail that impacts privacy. Capturing images is one thing, but capturing conversations is a real intrusion upon one’s privacy. Live streaming it takes it to a whole other level of violation of privacy.

People have a right to know that they are being recorded and signs should be posted. You see this in airports for example.

3. How long is the data kept?

As stated previously, if surveillance is recorded, the information captured should be such that it is not capturing more intelligence than what is needed. Additionally, keeping this information is not something that is meant to be indefinite. Organizations must look at retention schedules. These of course can vary, so it is important to set realistic timelines and to properly delete the files.

Laws do change over time and what you may be able to do now, you might not be able to in the future. There is definitely a need to balance the rights of privacy of individuals while also collecting data that is needed to protect citizens. If you are using surveillance cameras, be sure to check with the applicable legislative and legal bodies for your region.

Want to learn more about privacy and how it impacts your marketing and communications? Connect with us.

Heather-Anne MacLean, TaylorMade Solutions

Blue Spurs and the Internet of Things Case Study

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[Editor’s Note: This post previously appeared on the CyberNB blog]

We all interact with the Internet of Things (IoT) every day. Our kids interact with the IoT every day. Everything from our mobile phones to our smartwatches to the devices used to heat and cool our homes are connected to the IoT.

Despite connecting with it every day, many of us still don’t really know what it is.

Like cybersecurity, the IoT is one of the fastest-growing sectors of our economy. To put it in perspective, Ericsson has predicted that there will be 28 billion internet-connected devices by 2021. IoT is a natural tie-in with cybersecurity which makes this case study and interesting connection to educating our students and growing the talent pipeline.

Most importantly, it’s essential for our students to learn about IoT and the job possibilities it brings. To help students learn about its full potential Canadian-based Blue Spurs has created the Blue Kit, a creative, low-code product that teaches students about IoT.

For a complete look at Blue Spurs and how this award-winning Blue Kit evolved download the case study.

 

cybersecurity, bell

Three Cybersecurity Lessons from the Internet Outage in Eastern Canada

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If you were in Eastern Canada or trying to connect with someone in the region for work or pleasure on August 4th, you might not have succeeded for a period of three hours or so. While this event was NOT tied to a cybersecurity breech or issue, there are three cybersecurity lessons that we can learn from the Internet Outage in Eastern Canada.

One service provider, Bell, confirmed this week that it was a perfect storm of the work of construction crews -unrelated to Bell’s operations – not checking for cables prior to digging that resulted in service to internet, mobile and landlines being impacted. This outage also impacted emergency services in much of Atlantic Canada. (Another good reminder for construction crews to call before you dig.) Bell’s customers were not the only ones affected. Telus, Koodo and Virgin customers also had interrupted services. Thankfully they took action quickly and remedied the situation as quickly as possible.

So, other than an extreme inconvenience to customers, there are some observations we can make from this experience. This outage can really help people think what would happen if there was a major cybersecurity attack in Canada. This is something good to come out of this outage – getting people thinking about what-if scenarios.

1.  Our Economy Depends on the Internet

I feel like this should be a no brainer, but at the same time I do want to reinforce this thought. We typically have such reliable internet services that we don’t give it a second thought. If anything, this outage should have really pounded home the fact that a cyberattack could not only have the same affect, but the likely hood that it would only last a few hours, is slim to nil. The affects would be long-lasting.

This outage impacted not just consumers of these service providers, but businesses in general. If your business relies on the internet for online sales or providing support services, your customers, regardless of where they are located were not able to purchase your products or services for hours. They also were not able to get online support services from you. If they went old school and tried to call you, they were also out of luck. In some cases, this might be enough for potential customers to go to your competitors.

What if you were delivering online training to customers around the globe on that fateful Friday? People who had paid and signed up weeks prior were then either dumped from the online course and/or could not sign-in.

Finally, this was a long weekend in Canada. Imagine people travelling and wanting to make last minute hotel accommodations. What happens when they can’t get through to you? Or, what happens when their car breaks down on a highway somewhere and they can’t use their phone for hours to call for help? This was the middle of summer and warm. What would happen if this was the middle of January in Eastern Canada?

These are all very real scenarios that could happen as a result of a cybersecurity attack.

2. Our Safety Depends on a Safe and Resilient Internet

I am fairly certain there were people who dialled 911 or other emergency service numbers on the 4th that were quite alarmed when they could not actually reach help. Whether it is hours or minutes, time matters in an emergency!

3. Security and Privacy, Backup Systems and Processes Must be Baked-In at the Beginning of all Systems

We must never underestimate security, privacy, backup systems and processes being what we call “baked-in” at the beginning of any system development. All new systems must be created with these critical elements a part of the planning, development and execution process.

It is critical to note that this has not always been the case. It’s not that it was left out intentionally, but older systems could have been built at a time when cybersecurity breaches were not the reality. That being said, it is very much our reality now. As a result, all businesses and governments must now revisit and update their systems to ensure that these critical elements are baked-in going forward.

Eastern Canada has been fortunate to have good systems in place run by leading companies. This outage however, was definitely – or should definitely be – a wake-up call for us all to revisit cybersecurity measures to ensure that we protect our citizens and our economy. After all, we need a safe and resilient internet in order to operate our businesses, our emergency services and live life the way we have all become accustomed too.

Cybersecurity is a critical issue that we all face now. If you are interested in learning more about communications protocols around cybersecurity and privacy breeches, get in touch with us.

Information Security: What Small Businesses Don’t Know Will Hurt

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Personally and professionally, we were not prepared for the growth of the Internet and the resulting information security needs.  For the vast majority of us, we still aren’t.  We’re human beings using advanced digital communication systems, and as users of these systems, we are defined by behaviours.  This is the single reason why organizations are failing; from small shops with two systems that make up their IT department through to enormous enterprises.  

Adam Mosher

Adam Mosher

Our behaviours towards information security remains stagnant. 

We are all familiar with the big stories of the day;

  • Privacy breaches;
  • Systems compromised; and
  • Inadequate security controls within organizations whose core business revolves around collecting and storing our personal data.   

As we’ve been thrown into this unknown world, we’re already behind in understanding the significance of how these threats affects us all.  It’s far more than just the inconvenience of having our email addresses leaked or our usernames and passwords exposed.  It’s what’s occurring behind the scenes with this information.  This is where and why malicious individuals are always ahead.  They know what the value of our systems and data are worth and they profit off of our behaviours towards our systems and data.   

These behaviours have left us ignoring fundamental concepts.

Fundamental concepts are easy.  Let’s look at a simple example; you lock the doors to your house because you want to protect your persons and belongings.  This simple concept translates into the business world, where belongings are classified as assets.  You lock the front door to your office because you want to protect your assets. 

These assets include:

  • Intellectual property;
  • Confidential company data; and
  • Clients’ personal financial and health information.

We move these concepts into the digital era.  Firewalls have become our doors and anti-malware solutions have become our alarm systems.  The list is enormous with Vendors offering hardware and software solutions for just about any issue one could think of.

Information Security

While some of these solutions serve a valid purpose, the one constant throughout the growth of the Internet is us and our behaviours.

Let’s look at some of the current threats, from Drupal’s SQL issue, the SSL v3 vulnerability and the highly publicized Heartbleed, it’s certain that our behaviour created these.  Rushing through the software development lifecycle where security has a very high percentage of being neglected until last minute, if at all.  Not patching systems or properly responding to threat notifications.

Vulnerabilities and risks throughout the systems do not happen by themselves, nor do malicious individuals accidentally retrieve our personal information.    

We have to stop looking at our failures as a way to shift blame onto someone.  This is another behaviour; we don’t blame something, such as a firewall or a software application, we blame someone.  With Brand names in jeopardy and as the blame to point the finger rises the corporate ladder, now is the time to look at these failures as a great opportunity for improving our behaviours towards information security.  It’s not to say all bad things that happen are intentional.  However, negligence and ‘I didn’t know’ are inadequate responses for cyber breaches.  Ownership falls on the responsibility of the business.    

There’s a current theme for professionals working in the information security realm; you pay for security now or you pay for it later.  When you’re a multi-billion dollar a year enterprise, you can absorb cyber breaches.  Still, when you’re financially responsible for distributing out in the hundreds of millions in costs because of a breach, is this not enough to change our behaviour towards information security?

So how do we change our behaviour towards information security?  How about we start with setting expectations?  We reward personnel for meeting sales targets and praise them for client satisfaction.  How about we reward them for not clicking on a phishing email by reporting it to the IT person in charge?  Or we reward them for not spending a copious amount of hours on social media sites in the workplace, although our acceptable use policy states ‘reasonable amount of time’?

It’s about bringing security to the forefront in your workplace.  Discuss it, reward it and it will become a workplace behaviour.  This is a behaviour worth expecting.    

Want to learn more about how this impacts your marketing efforts? Click here to connect with TaylorMade Solutions.

Reaching the C-Suite with Content: How to Crack the Code

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C-suite: Crack the Code, Taylormadecanada.comMarketing and sales professionals all want to reach the C-Suite. But there are always two questions that come up in those discussions: 1) How do I reach the C-Suite? and 2)Does the C-Suite really even consume online content? Well, thanks to Forbes and Insights, there are some interesting answers to those questions. So, continue reading to learn how to reach the C-Suite and how to crack the code to actually get past the gatekeepers:

1.  The Internet Reigns

There has definitely been a shift happening in the C-Suite.  According to the research, in 2008 the mean age of the C-Suite was 50.7.  Fast forward to 2014 and the mean age is now 46.7.  This small and subtle shift has made for some much bigger shifts in how the C-Suite accesses and consumes business-related data.  As a part of that shift, the majority of members now prefer to use the Internet to access information. Surprisingly for many, the Internet is preferred over references from colleagues, personal networks, newspapers, TV, radio and even conferences and trade shows. This is definitely a shift from just a few years ago.

 2.  Video and Online Networks Emerge as C-Suite Tools

Don’t forgo the text communications just yet, but with the ever busy and on-the-go C-suite, easily accessed and easily consumed content that can be listened to or watched while on the go is definitely on the rise.  If you want to reach the C-Suite, don’t forget this media.

 3.  Generation PC

Did you just get used to the Baby Boomers, Generation X, Generation Y, etc?  Well, Generation PC is the group that you will find most in the C-Suite these days.  These 40-50 year olds pretty much have worked with technology throughout their careers starting out with electronic spreadsheets, email and word processors.  They are comfortable with technology and even prefer searching and finding business-related information on their own.  Want to reach the C-Suite, think about this age group and their preferences.

4.  Generation Netscape

The newest group to be coming into the C-suite is Generation Netscape.  This under 40 group are the first digital natives that we will have in the top spots of corporations around the world and they are used to consuming content when, where and how they want.  To reach this group, you will want to make sure that your content is not only relevant, but accessible on multiple platforms and devices.

5.  Content is Still King

Rethinking your content strategy?  Is your C-Suite questioning you about who your audience is and whether not you can reach the C-Suite?  Before throwing the baby out with the bath water, remember that content needs to be good.  Don’t just create content for the sake of creating content.  In addition to creating great content, here are some other findings from the research to help guide you:

  •  81% of respondents under the age of 50 check the Internet daily for business intelligence
  • 58% (under 50) see high value of content from websites, blogs and other online content
  • 54% of C-Suite members under 50 prefer sourcing business content themselves (a.k.a no gatekeeper)
  • 87% (of the under 50 crowd) use search engines like Google, so your content must be searchable and more important, easy to find

Thanks for Forbes and Insights, we know that the C-Suite wants and consumes valuable content, including blog content.  The key however, is to create valuable content that can be found through search.

If you like this post, feel free to follow me on Twitter @MacLeanHeather.

 

 

Mitigate Business Risks: Implement a Social Media Council

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Collaboration and cooperation are important components of a business ecosystem. They can help us mitigate risk. We all know this. Interestingly enough though, not enough people consider this when developing and implementing different components of their operational functions and some of the communications associated with the various operational aspects.  For example, not enough organizations are implementing social media councils.  These councils are an important component of your operations; and here are the top 5 reasons to start your social media council immediately.

5.  Eliminate Functional/Communication Silos

Unless your organization is small and centrally located, then you have experienced the fact that different people in different departments could very well be duplicating efforts.  Some examples include communications with customers through such channels as Twitter for customer service. The last thing you want to do is to confuse your customers about what channel is the right one to reach you in the event of an issue. Approaching your social media as a collective can bring good ideas to the table sooner and ensure that everyone approaches it the same way.  A social media council will foster collaboration. Want tips on how to break down silos?  Check out Busting Silos: Workplace Design Offers a Smart Solution, Barbara T. Armstrong. Click to Tweet

 4.  Reduce costs

Silos not only increase confusion, they increase costs.  Creating a social media council can ensure that the right number of resources are identified and trained to monitor and engage on behalf of your company.  This will reduce costs.  Click to Tweet A social media council will also ensure that multiple resources are not carrying out the same function at the same time.

3.  Manage & Protect Reputation

Eisner  Amper’s 4th Annual Board of Directors’ Survey continues to show Reputation Risk at the top of the list, primarily due to the concerns around social media.  Developing and implementing a social media council is your first step in your defence. A social media council should be made up of people from different disciplines, including Human Resources, Legal, Public Relations, Marketing, Sales, etc.  Including Human Resources and Legal is absolutely essential.  Their approach will provide a different perspective that will make your overall effort more focused.  They will also learn about the issues of Sales, Public Relations and Marketing in a new context.  This will further foster collaboration and learning for all. Click to  Tweet. 

2.  Create an Informed and Educated Workforce

Creating a social media council, when done well, means that you are building a multidisciplinary   team.  This group of people should not only bring information, ideas and issues to the Council, they are also to bring information, ideas and issues back to their respective departments.  A successful, highly functioning Council gives and receives information.  It becomes a powerful communication channel for the entire enterprise – from the frontline workers all the way up to and including the C-suite.  Click to Tweet

1. Identify and Mitigate Risk

It all comes down to this.  If there is just one reason to implement a social media council, it is about identifying and mitigating risk.  When you look at each of the reasons above, it can all be boiled down to this.  I don’t know one organization that isn’t concerned about mitigating risk.

If you would like to learn more about social media councils and mitigating risk, let us know.  Check us out at TaylorMade Solutions.

Business Counsellor’s: The Top 10 Tips to Start Your Own Business

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Guest Blog Post by Andrew Campbell, Business Development Specialist

As a Business Development Specialist with Enterprise Fredericton, I work with entrepreneurs on a daily basis counselling them and helping them succeed.  Based on years of experience working with these enthusiastic entrepreneurs I have developed my top 10 tips to start your own business.

Courtesy of womenonthefence.com

1.  Research, research, research!

Put on your detective cap and dig up all you can for market research.  This is one area that people don’t spend enough time on.  Gain superior knowledge on the marketplace that you will be operating in (demographics, logistics, and trends).  You have to determine that there is current and future demand for your product or service, and that there are customers willing to buy/use it.  Spend the time on this before you jump into debt.

2.  Understand Your Funding Requirements

Are you able to finance your new business yourself, or are you going to have to get additional financing?  Most people will require additional investment through banks, or other lending vehicles.  You might have to get creative and stack some funding options.  Prepare a detailed list of your start-up costs.  Then gather information on all potential sources of funding (financial institutions, government programs, etc.).

3.  Build a Business Plan & Financial Projections

I say “build” a business plan because an effective plan is built in sections.  Each section contributes to a solid business proposal.  This plan is your blueprint for success.  Creating a viable business plan and financials will be vital in achieving your funding goals.  Don’t think you can write in one sitting.  Remember, you are asking someone to lend you money for your business idea.  It is in your best interest to put in the appropriate time.  You only get one chance to impress a lender.  Make it count!

4.  Know Your Customers

I owned a retail store for over a dozen years and I was constantly asking customers about my products and quality of service.  Before I opened, I would go visit the competition and watch people shop.  I’d ask the clerks what people were interested in, and what made them come back.  You have to know the pain & pleasure points of your customers.  You want to reduce/eliminate their pains, and reinforce your WOW factor.

5.  Know Your Competitors

The old adage rings true here; “keep your friends close and your enemies even closer”.  You can’t be shy as a business owner.  Call and visit your competitors often.  Get to know them.  Know their strengths and weaknesses.  Know their specials and pricing.   Become an expert on your competition.  This way you can adapt to changes proactively and not get “surprised” by new developments.

6.  Have a Well-defined Value Proposition

A value proposition (VP) is a statement that clearly identifies what benefits a customer will receive by purchasing a particular product or service from a particular vendor.  It’s kind of like your “elevator pitch”.  It should be simple and easy to remember. It should emphasize both the benefits the customer will receive and the price the customer will be charged as compared to the competition.  An important goal of a value proposition is to convince the customer that they will be getting many more benefits than he/she is being asked to pay for.

Andrew Campbell, Business Development Specialist

Andrew Campbell, Business Development Specialist

7.  Build Your TEAM

Although choosing quality employees is a key component to running a successful business they are not the only players to include on your TEAM.  Your team also consists of mentors, advisors, your accountant or bookkeeper, your lawyer, banker, even your insurance agent.  All of these experienced professionals are in your corner to help reduce your risk of failure.  Use these connections to your benefit at every opportunity.

8. Network.  Network.  Network!

Before and after you open your business you should be finding ways to network in the community.  Again, you cannot be shy when you are an entrepreneur.  You have to make your business a success.  You want to get to know other business owners and community members.  You should be active, attending civic functions and relaying your value proposition to potential customers.  Get to know your city council, provincial/state and federal government representatives.  You never know when having them as an acquaintance may be of a benefit to your business.

9. Be Resilient

As a business owner you will face many obstacles.  Keep treading forward.  Be adaptive to potential problems and turn them into positives.  Become a problem solver.  Some days will be difficult, others will be fantastic!

10. Enjoy the ride!

If you are serious about starting a business then look to do something that interests you.  As a business owner, you will be spending many hours on your baby (yes, it will feel like an offspring).  It’s not a 9-5 commitment.  Soak up the experience.  It is a milestone moment in your life.  Enjoy it!

Andrew Campbell is a Business Development Specialist with Enterprise Fredericton.  Andrew provides free, confidential business counselling services to local entrepreneurs and businesses in the Greater Fredericton Region.  Prior to joining Enterprise Fredericton, Andrew owned and operated his retail business. He joined Enterprise Fredericton after selling his business.

Social Media Expert? I think Not!

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Over that last little while there has been somewhat of a debate that has emerged.  The debate centers around people who call themselves Social Media (SM) experts.  Just over the last 24 hours, a very detailed discussion has been taking place on Social Media Marketing on LinkedIn.  This is a fascinating group with great discussions.  I encourage you to check it out.

In the end, I don’t believe that there are SM experts!  This is to new a game and everyone is playing it differently.  Because Starbucks and Best Buy were successful doing it “their” way, does not mean that you and your organization should follow the same path.

Let’s remember what the purpose of SM is – it is about building relationships.  You have to be genuine and build relationships your way.  To do so the same way that another organization has will be proof positive that you are not genuine.

So, please remember to think about how you want to build relationships and what steps you would like to take to do it “your way.”