What’s not to like? Understanding men and social media

Reach out, join in and show up! – Thomas Joiner (advice to men on making and maintaining friendships)

Loneliness

In his latest book Lonely at the Top: the High Cost of Men’s Success, US Psychologist Thomas Joiner charts men’s path to wealth and status… and loneliness.

Joiner’s is a convincing argument with plenty of evidence. It reminds me of my own experience with social media. More on that later.

The problem with men

Joiner’s thesis is that men, in general, seek wealth and influence at the expense of cultivating friendships.  The result is: as we get older, we get lonelier.

Friendships are like gardens. Plants may just  survive if you don’t maintain your garden… but will it flourish?

Traditionally, men rely on institutions such as school and work – familiar and structured – to maintain friends. But these ‘structured interactions’ can fall away when circumstances change. We retire, lose jobs, lose partners, move houses, etc. It stands to reason we can’t rely on the same faces being there just by dint of turning up every day.

And, as Joiner documents, being lonely and not having friends is not just sad – it can be harmful to your health.  Joiner gives numerous examples of the detrimental effects of loneliness – from a weaker memory to impaired heart function and increased rates of suicide.

Table tennis. Or why we act like friendship doesn’t matter

Last year I wanted to do something with male friends that was active and didn’t involve drinking (which I’d given up). I chose weekly table tennis. Okay so table tennis isn’t everyone’s cup of tea but the activity was accessible, lasted an hour, very social, within walking distance for most and very cheap. There was initial enthusiasm and I tried to bring in new men to make it interesting, texting them with news of times and locations.

After only a few weeks the sessions dwindled to a core of 4 or 5. I made some friends but it wasn’t the success for which I’d hoped. Excuses not to attend included: it’s too nice a day to play indoors (come every second week), I’ve got my own table (back to the drinking), one of the players isn’t a very good standard (who cares?), etc.

The trouble is men don’t put themselves out to maintain friends. If something doesn’t suit us 110% we don’t do it.

But friendship is very much about putting yourself out. It’s a messy form of negotiation and compromise.

Social media is one avenue for connecting with friends

Social media, however, can be counter-intuitive for some men. We’ve been enculturated to seek out status not maintain friends. Take my own experience of Facebook.

I didn’t get Facebook.

I’d seen the trivialities other people had posted and commented… surely my witty, erudite posts and comments would be more popular? Wrong.

No one was interested in what I had to say. This rude realisation genuinely puzzled me. Frustrated, I decided  Facebook and I weren’t compatible.

That changed when I started my own business. I needed to understand social media so I attended seminars, read articles and observed.

What I learnt about social media…

Participation isn’t just a way to bolster your status  (although that can be a by-product). 

Because I want  to participate then all I need to do  is “reach out, join in and show up” – exactly what Thomas Joiner advises in the quote at the beginning of this article. That is, maintain (Facebook) friendships.

Within obvious limits, just as when a friend says something you don’t agree with 110% you don’t always make a big deal about it, when you ‘like’ someone’s post it doesn’t mean you completely endorse what they have to say. You’re just showing you’ve read it and that validates the poster.

Like it or not, it’s a contemporary way of keeping up with people in between seeing them in person. As long as you’ve checked in a few times with your friends on Facebook, the next time you see them you can ask them about such and such that they posted.

It’s not lazy or trite – it’s just a contemporary way of maintaining friendships. So, what’s not to ‘like’?

 

People milling

PS. Thanks to Selena for making this post better.

Why writing for the web is different

Can’t we just get any writer to do our web page or social media? Well, no. Let me explain…

Paul Ford – writer and NPR’s All things considered contributor – has an interesting take on things. In his fascinating – and now well-known – blog post The Web is a Customer Service Medium, he argues that each communications medium answers a question.

For example, “How do I distract myself without leaving the house?” Answer – TV or, “What’s going on locally and in the world, at length?” Answer – newspaper.

The fundamental question of the web is: “why wasn’t I consulted?”

Ford says humans,

… need to be consulted, engaged, to exercise their knowledge (and thus power), and no other medium that came before has been able to tap into that as effectively.

The need to be consulted makes the web the customer service medium par excellence

MetaFilter is a blog that anyone can contribute a link or a comment to. It’s different to the typical blog where one personSomeone is wrong on the internet posts their ideas on the unique things they find on the web. MetaFilter extends the idea of a blog to discussions across all its membership.

When Ford asked MetaFilter founder Matt Haughey what made it a success, he said, “I’d like to think it’s intense moderation and customer service.” So Ford’s point is:

The web is not, despite the desires of so many, a publishing medium. The web is a customer service medium. “Intense moderation” in a customer service medium is what “editing” was for publishing.

If you think about it, Google is built on consultation; it ranks results, among other things, by asking websites whether they’ve linked to a site.

I would say every writer can write for the web if they keep the question “why wasn’t I consulted?” in mind.

Web content specialists do this with a passion.

Speciality content for your customer service medium

Web visitors want to be consulted and not just in a “your-call-is-important-to-us” kind of way:

  • Find out what they’re interested in by consulting: ie. find out their tasks
  • Make your your site easy to navigation by asking through a card sorting exercise
  • Use the words people most often use by checking out Google Keywords tool
  • Get some training in writing for the web

PS. cartoon is from xkcd.com.

Stop the carousel, I want to get off

In a scene from the TV series Mad Men, 1950s Ad Exec Don Draper pitches a campaign to Kodak executives:  ‘The Carousel’. Draper’s monologue here on YouTube is clever storytelling, well written and acted:

… nostalgia literally means, ‘the pain from an old wound’. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship, it’s a time machine. It goes backwards and forwards. And it takes us to a place where we ache to go again.

It’s not called ‘The Wheel.’ It’s called ‘The Carousel’.  It lets us travel the way a child travels. Around and around. And back home again. To a place where we know we are loved.

Wonderfully entertaining. (Also, a wonderful antidote to PowerPoint presentations but that’s another story.)

But when it comes to websites, carousels aren’t entertaining. Also called ‘sliders’, carousels are usually photo slideshows of 3, 4 or 5 large images that take up a most of the top part of a website homepage.

On a website, it’s not called ‘The Carousel’…

It’s called ‘The hinder-me-doing-what-I-wanted-to-on-your-website’

This is a phenomenon called ‘banner blindness’. It’s when visitors look anywhere else but your beautiful big banner that you spent so long on.

I recently did a site review on AchieveIT. One of my recommendations was to remove the carousel which included a number of hero shots of people and computers. Which they did – replacing it with more relevant content for their business.I also recommended doing some simple usability testing to find out exactly what they should be putting on their homepage. Which they didn’t.

But my question to them stands: how do you know that people are interested in things you’re showing them? Just because you can have a carousel… should you?

(And they’re not great for accessibility.)

Do some testing

When I tested my website I was surprised. Of course, I thought people would love to contact me and see my services. I was wrong. Visitors are interested in projects I’ve done and how they can plan their projects.

You just need to ask them.

Not all bad

NZ’s Optimal Usability has put some carousels to the test with their eye-tracker. Find recommendations about using banners in their recent article Hidden in plain sight? The ‘Banner Blindness’ effect on homepage banners.

Money well spent

For people who can’t afford an eye-tracker to test their websites, consider doing some really simple low cost and no cost testing.

Can it hurt? Retail businesses spend huge amounts of money making their shops look great. Why not spend a fraction of that on visitor testing of your internet presence?

Think about your website as a shop front.

And, if you’re looking for no cost: try this simple method.

Plumbing Careers

It’s a great time to consider a career in plumbing.

Plumbing Apprenticeships Victoria (PAV) offer pre-apprenticeship training and an apprentice service to make it easy for plumbing businesses to recruit and manage apprentices for their businesses. They also support apprentices in their plumbing career pathways.

Master Plumbers and Mechanical Services Association of Australia (MPMSAA) manages this service and has asked me to restructure and rewrite the content for their showcase Plumbing Careers website.

First steps

I started by analysing keywords, analytics and content from the existing website. We also looked at the communication strategy and new brochures and publications.

Then I made sure there were no duplicates and checked the keywords against popular search terms in Google keywords to come up with an abbreviated list.

Now key MPMSAA and PAV staff are ‘card sorting’ this list to make sure I haven’t missed any important keywords – making the exercise as comprehensive as possible.

Next steps

Once we’ve signed off this list I can start testing the keywords with a wider audience, letting us see what people visiting the site will really be interested in.