I was recently interviewed by Alexa Lee of The Daily Universe, Brigham Young University’s student newspaper, for an article she was writing about twentysomethings who are successful at using new media as business ventures. I have provided a sneak peak of the article below.

(Please note: This is the second in a three part series – Read part one and come back next week to read two more questions that I was asked along with my answers.)

What do consumers want from new media?

New media has without a doubt shifted the consumer to corporation relationship. Before the emergence and, now, the continuing widespread adoption of new media, consumers were not empowered to speak about their experiences with different companies and their respective brands. Now, everyone is a journalist, a food critic, a photographer… Consumers want to be, as a whole, more active in their relationships with brands. If they don’t like something, they now expect that the company will listen to their complaint and do something about it.

A recent example of this was AT&T’s pricing structure when the new iPhone 3GS was released. AT&T customers thought the proposed prices were unfair and protested – through Twitter and blog posts. In the end, AT&T relented and modified its structure. That sort of interaction would not have been possible in the pre-new media era. (An example of the Twitter petition I referenced can be found here: http://twitition.com/f96aq.)

How is today’s communications environment different from even a year ago?

A year ago, the general public was becoming increasingly more aware that these new online tools existed, but I think the overall consensus was that it was just for the “youngsters”. There are a number of reasons why new media has exploded recently, but I think that the role of President Obama’s campaign in this revolution cannot be underestimated. The campaign did a great job of leveraging these new tools to create a community of active and vocal supporters. The resulting tangible, quantifiable success forced those working in marketing and PR roles to stop and consider integrating new media into their overall strategy.

Before, an online communications strategy most likely included creating content for a website and sending out periodic e-mails to an organization’s customers or constituents. It was very much just a “push strategy”, the thinking being, “we’re putting out the information we want and we think is valuable”. Now, it’s much more of a two-way street. The organizations that are seeing results from new media are those that are actively engaging their supporters – and even their critics.

I was recently interviewed by Alexa Lee of The Daily Universe, Brigham Young University’s student newspaper, for an article she was writing about twentysomethings who are successful at using new media as business ventures. I have provided a sneak peak of the article below.

(Please note: This is the first in a three part series – for the next two weeks I’ll post an additional questions that I was asked along with my answers.)

What got you started in new media?

I’ve always been an early adopter of technology and have found the internet to be a powerful place to connect with people in my offline social circle as well as to expand my network by finding people around the world who share the same interests – both personally and professionally. That being said, for me, exploring new media was a natural progression of trying online tools as they emerge. First it was instant messaging, then blogs, RSS feeds, social networks, etc.

Why do you think people use new media, why do you use new media, how do you use new media?

I think that people use new media for all the same reasons people use traditional media. These reasons include staying up-to-date on current events, connecting with friends, all sorts of research, etc. The fundamental concepts are all the same, it’s just that the tools have changed.

I use a variety of online tools to strengthen and to expand my network. Using Facebook and LinkedIn, I stay in touch with classmates, colleagues and other contacts I’ve made along the way. Through Twitter, I discover people with similar interests in my area and around the world and have immediate access to world changing events as they happen. Each site, in its own unique way, enables me to connect with thought leaders to create a community of professionals sharing resources and ideas, and that is truly empowering. Finally, my website serves as my online epicenter where all my online interactions come together. The blog I have there allows me to document my life and share my views.

I’d like to talk about the statement to the left, made by Brian Devine via Twitter yesterday morning. (I should mention that it caught my attention when it was forwarded by Jonathan Rick, who, in case you’re wondering, I met in person first and then connected with online.)

I completely agree with Brain: I do believe that Facebook and other online networks – loosely defined – such as LinkedIn and Google have become the contact management systems du jour.

The problem, and what worries me, is that we, as individuals, had full control of the data in our Rolodexes of yesteryear. We chose when to add, when to remove, when to edit contacts. And that Rolodex was ours to keep, save any unfortunate circumstances (I’m thinking natural disasters here), for as long as we wanted no matter where we went.

Now, we are at the mercy of these companies. For example, I use Google Contacts to stay in touch – by e-mail and phone – to friends, family, colleagues, and former classmates around the world. But let’s say that Google decided one day without warning to stop supporting that feature? I would be left with no numbers or emails addresses for any of my closest contacts. And, at least with Google Contacts, I am able to export all the data I’ve inputed into the system and take it to another provider or save it on my comptuer (or another location) for safekeeping.

Neither Facebook (nor LinkedIn nor MySpace) allow anything of the sort. (It should be noted that Facebook, in its infancy, did have this feature enabled. With its epic growth, however, I think Facebook thought that for privacy reasons, enabling users to exports the contact information of other users they connected to through the site could be dangerous.)

Where does that leave us? What happens if our account were to get hacked or accidentally deleted? I’m sure many of you shudder at the thought of losing all those connections (and pictures and videos and messages and everything else that’s now contained within the site).

When I said this all to Jonathan (in less than 140 characters!), he replied: “Since we all use Facebook voluntarily, if we disagree with the Terms Of Service, then we should stop“. He has a good point. BUT – because that’s where the majority of our contacts are active, we miss out by not participating in the service. So, we’re stuck in between a rock and a hard place since there’s not much we can do, is there?

I can’t offer a solution (other than to reiterate how important backing up and creating copies of such information truly is) but I do continue to hope that in this era of collaboration, Facebook as well as other services can find a balance between user privacy, a competitive advantage and allowing users to own and manipulate their data in a suitable manner.

Today, I created my own miniature High School reunion.

I searched Facebook for those who had graduated Lexington High School the same year as me. And I sent everyone with whom I was not already connected a Facebook friend request accompanied by a short note.

(As an early adopter, I connected to other LHS alumni when I first joined Facebook, but had since been reactive rather than proactive at connecting to my former classmates.)

I reached out to everyone I could remember from my middle school and high school years, regardless of whether our interactions had been frequent and friendly or casual and distant. Of course, there was part of me that felt like (pardon my colloquialism use) a HUGE TOOL. Would these people remember who I was? (They should – I’m a big deal!) Would they think my request came out of nowhere?

But in some ways, it doesn’t matter. I’ve been out of high school long enough that it’s hard to remember exactly the sort of relationship that I had with each of these people. Any ill-feelings or regrets have nicely faded into a simple nostalgia. Our senior year, my class really came together at a point; we were over the pre-defined cliques and categories that can so dictate high school. And now, these are people that, while they may not know the person I’ve become, will understand my history and where I come from.

And while seeing how everyone’s lives have changed can be entertaining, there was another benefit to having this self-created reunion. As someone completely immersed in Social Media (of which Social Networks are a subcategory), I know the golden rule:

IT’S THE DIVERSITY OF YOUR NETWORK,

NOT THE MASS, THAT DRIVES ITS POWER.

My former classmates have been a valuable untapped part of my network that I am now equipped to leverage in the future. While we were all a fairly homogenous group at one point, it’s now years later and we have relocated for college and then perhaps relocated again for employment… The spider web that comprises our collective contacts has grown in exponential numbers during these prime years. In fact, it probably will never grow at such a rapid rate as we begin to settle down and our lives become increasingly stable.

So by reaching out to even one person from high school who has gone in a completely different direction than me (both literally and figuratively) I’m able to extend my network in a way that’s simply not possible if I just connect to people in my current social circle.

I urge you to think about creating your individual high school reunion. The next time you look to your network for help, you’ll be glad you did.