Summer 2009 BGSIE

SUMMER 2009

The Business Side of Online Social Media

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what’s inside

BGS Corporate Contributors and Affiliates 2009

2

A Message from the BGS President

3

EBL in Action: 2009 Beta Gamma Sigma Award Recipients

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Virtual Networking: Social Media Goes Corporate

Beta Level Sponsors

7

The Digital Makeover of Professional Networking

BusinessWeek

10

Tuned into Twitter?

Beta Gamma Sigma thanks those organizations that generously support the Society’s programs and services

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A Message from the BGS President

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s I travel across the country and around the world, there is often some level of confusion as I discuss Beta Gamma Sigma. As members, you know that lifetime membership means you are a part of the international honor society that recognizes excellence in business subjects. However, for those nonmembers, and especially those located outside the United States, Beta Gamma Sigma may be a foreign (pun intended) concept.

On college and university campuses in the U.S., honor societies are well established as formal opportunities to reward outstanding scholastic effort in various subjects. Phi Beta Kappa (liberal arts and sciences, established 1776), Tau Beta Pi (engineering, 1885) and Kappa Tau Alpha (journalism, 1910) – along with Beta Gamma Sigma (1913) – are some of the oldest and most respected honor societies. They each voluntarily adhere to the rigorous standards set by the Association of College Honor Societies (www.achsnatl.org) and recognize outstanding scholarship in their specific field.

However, even in the U.S., there are other, non-honor-society organizations that are known by Greek letters. Our organization is often confused with social fraternities and sororities, and this confusion can be compounded because they also reside on college campuses. They usually have very different missions than honor societies, however.

Many social fraternities and sororities welcome members based on service and/or leadership activities. Others – probably the best-known Greek-lettered organizations – are predominantly social in nature. While they often have scholarship, leadership and community service requirements attached to membership, their reputations are sometimes unfairly weighed down by their “Animal-House” public reputation. Especially outside the U.S., the movie “Animal House” is often the first image that comes to mind when discussing Greek-letter organizations. That is truly unfortunate. While beer drinking, partying and hazing have captured the media’s attention when it comes to these groups, most they generally do a lot of positive things for their communities.

The International Honor Society Beta Gamma Sigma, however, is a dynamic organization dedicated to recognizing outstanding scholarship in business subjects, as well as providing continuous lifetime assistance as its members progress in their careers. A perfect example of our commitment to lifetime enrichment is the Center for Ethical Business Leadership. This was highlighted in the last issue of the BGS International Exchange, and if you haven’t had a chance to check out the website at www.EBLCenter.org it would be well worth your time to do so.

The BGS Scholarship Program, which has awarded more than $1.4 million in student scholarships since 1988, and the Student Leadership Forum Program are both examples of assisting student members as they prepare to be future business leaders. Our efforts to provide career assistance through BGS CareerCentral and the Virtual Career and Graduate School Fairs highlight our commitment to finding valuable opportunities for lifetime members. We work with dozens of affiliate organizations – Kaplan, Becker, Princeton Review, Avis, Enterprise, Barnes & Noble.com and many, many more – to find great bargains for our members. As a Society, we promise to continue finding more opportunities for our lifetime members.

This summer the BGS Board of Governors will participate in intense Strategic Planning sessions, with the goal of setting the Society’s course for the next three to five years and beyond. The organization’s leadership recognizes this as a vital moment in Beta Gamma Sigma’s history. Never before has there been such enthusiasm for our programs among members; or a greater need for our services; or more challenges facing the world of business. As with AACSB International, Beta Gamma Sigma has shifted from an American stage to a worldwide platform. We must work to better understand the needs and wants of all of our lifetime members; especially those abroad. The global shift brings many opportunities and many challenges.

As we’ve done since 1913, we plan to assist our members as they strive to be valuable leaders in their professions and their communities. We want to be there to share in their successes and provide assistance to solve their challenges. But, as always, we’re only as good as our membership. We need your help in promoting Beta Gamma Sigma – to your employers, in your communities, to your neighbors and friends. The Society will be making a strong push in the months ahead to educate more non-members in the U.S. and around the world about the value of lifetime membership. We’re counting on you to do your part.

There’s enough bad news in the business world to fill a library. Your honor society is part of the good news. Your collegiate chapters are training and recognizing our future leaders. Your alumni chapters are offering tremendous networking, professional development, and educational opportunities. Thousands more connect on LinkedIn and other sources.

What is your lifetime role in Beta Gamma Sigma? We’re counting on you to take an active role in keeping us at the top of our game!

George E. Stevens President of Beta Gamma Sigma

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2009 Beta Gamma Sigma Award Recipients Beta Gamma Sigma is proud to announce the recipients of the Society’s 2009 International Honoree, Medallions for Entrepreneurship and Business Achievement Awards. Each award recipient has been a model of ethical business leadership in his or her career and has exemplified the highest honor and integrity consistent with the ideals of Beta Gamma Sigma.

BGS International Honoree Sharon L. Allen Chairman of the Board of Directors, Deloitte LLP As Chairman of the Board of Directors of Deloitte LLP, Sharon L. Allen is responsible for the governance of an organization with nearly $11 billion in annual revenues and oversees the organization’s relationships with a number of major multinational clients.

A frequent speaker on governance, diversity, ethics, and workplace issues, Allen has addressed such prestigious forums as Fortune Boardroom Reports, Forbes Executive Women’s Forum and the UN Economic Development Fund.

Allen has been honored for her contributions to business and community leadership. She has been named to Forbes list of “the 100 most powerful women in the world” for the past three years and was named by Directorship as “one of the 100 most influential people in corporate governance” in 2008.

Medallion for Entrepreneurship Charlie Amato Chairman Southwest Business Corporation Nominated by: Sam Houston State University Kenneth R. Bartee Former CEO McDonald Bradley, Inc. Nominated by: James Madison University Robert Carr Chairman & CEO Heartland Payment Systems Nominated by: Seton Hall University Gary Dudley President Southwest Business Corporation Nominated by: Sam Houston State University Mary Lou Quinlan Founder & CEO Just Ask a Woman Nominated by: Saint Joseph’s University

Business Achievement Award Admiral Thad W. Allen Commandant United States Coast Guard Nominated by: United States Coast Guard Academy Raymond G. Chambers Founder Amelior Foundation Nominated by: Seton Hall University Brian Duperreault President & COO March & McLennan Company, Inc. Nominated by: Saint Joseph’s University Joe Max Green Chairman Joe Max Green / Insurance Concepts Nominated by: Stephen F. Austin State University

Bios of each of the 2009 Beta Gamma Sigma Award Recipients are available for viewing at www.betagammasigma.org

bgs international exchange SUMMER 2009 www.betagammasigma.org 3

Social Media Goes Corporate

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hese days, it seems that everyone is talking about social media – from blogs to social networking communities such as Facebook and Twitter to the latest viral video on YouTube. Some may perceive social media to be just a current buzz word, but recent statistics suggest a legitimate trend. A report released from Nielsen in March found that two-thirds of the world’s Internet population visited a social networking or blogging site in 2008 and online member communities (e.g.

Facebook and LinkedIn) have become so prevalent they are now the fourth most popular online activity – surpassing even personal email.

With millions of people flocking to these sites and using other social media tools, it’s not surprising that companies of all sizes and scopes are also starting to tap into this space. Businesses are employing social media to not only market and promote products and services, but to forge and build relationships with customers.

While corporate uses of social media have drawn their share of critics, advocates of the medium are eager to convey its value.

“I’m a strong believer in the power of social media and have had tremendous success in applying various tools in deliberate ways to achieve business goals efficiently and effectively,” said Paul Paetz (BGS 2005, Mercer University), CEO of Innovative Disruption, a marketing consultancy firm, and vice president of marketing at Ethoca Limited, an online fraud-fighting community for Internet retailers.

Paetz’s companies utilize a variety of social media tools such as blogs, YouTube, LinkedIn and Twitter to establish credibility, thought leadership, SEO (search engine optimization), and customer service and support. Ethoca’s YouTube channel, for example, features a series of customer testimonials.

“A top 10 online retailer videotaped himself talking about why Ethoca is the answer. That is phenomenal when you think that he is the CEO of a $4 billion company, putting a video on YouTube to promote a vendor,” said Paetz. “Ten years ago you couldn’t have imagined doing something like this. You’d have a slick corporate video and spend $30,000 on it and it wouldn’t even have as much impact as that five-minute clip.”

In addition to the relatively low production costs, another advantage of using a video-sharing site like YouTube to market and advertise instead of a TV commercial is that it is “findable,” said Paetz.

“Here is something that people can find if they are searching for information about online fraud,” he said. “That kind of information is going to show up and that’s fantastic.”

At Ethoca, Paetz says social media accounts for 60 to 70 percent of its marketing and complements all of its programs. “Whether we’re talking about direct marketing or prior to a tradeshow, we use all social media materials to support everything else we’re doing.”

Another company that is integrating social media into its marketing and public relations programs is Siemens PLM Software.

“When we first started in this space it was a challenge. There are a lot of consumer brands out there, but we’re B2B and only have a niche of that consumer audience,” said

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Dora Smith, director of global social media at Siemens PLM Software, a worldwide provider of product lifecycle management software.

The business-to-business company participates in a wide range of social media activities both internally and externally.

But, before jumping on the social media bandwagon, the company wanted to see if it made sense strategically.

“The problem with social media is people want to start out with the technology,” Smith explained. “That is fine to get comfortable with, but social media, like any other communication vehicle, should be thought of strategically. People tend to jump into the technology before they ask themselves what they want to achieve.”

Adamant about not falling into that trap, the company surveyed its customers and employees first to see if they were willing to engage with these tools. The results showed they were, so the next steps involved hosting formal social media training sessions for employees, setting objectives and mapping out a strategy.

Just last year, Siemens PLM Software integrated social media for the first time into a technology launch. The main goals of the campaign included raising awareness for the company, the technology and its other products, and increasing their share of voice within the social media community in their market.

Some of the social media tactics included establishing a corporate blog to enable the company to engage in discussion and provide information to customers regarding the launch and other company and industry news; launching the software online by

“Social media, like any other communication vehicle, should be thought of strategically.

People tend to jump into the technology before they ask themselves what they want to achieve.”

Dora Smith Director of Global Social Media, Siemens PLM Software

offering video of the technology and commentary from executives, which was followed by a live Q&A session; and developing relationships with industry bloggers to review the new software.

According to Smith, Siemens PLM Software was able to increase its share of the online conversation three fold and achieve a higher positive sentiment than its competitors. While the intent of the campaign was focused on visibility vs. direct sales leads, it’s worth noting that the launch generated more than 700 qualified sales leads compared to just 150 the year prior. The social media components even earned the company industry recognition. They received the Gold Quill Award from IABC, the International Association of Business Communicators. Smith says the external review of the launch helped underscore the legitimacy and value of social media within the organization.

Today, the company interacts with customers on its corporate blog, Twitter, Facebook, YouTube and Second Life; and internally it is experimenting with Yammer, a Twitter-like micro-blogging site that allows businesses to share resources and knowledge within their organizations in a secure network.

Smith says they are now considering doing product launches entirely in a social setting. “We’ve moved pretty quickly from ‘What is social media?’ a year ago to engaging in that way today.”

While many companies have embraced social media, others are hesitant to adopt the technologies. In a recent BGS survey that elicited more than 3,000 responses regarding Society members’ professional uses of social media, only 28 percent said their place of employment uses social media and 23 percent said they didn’t know if their employer is using it at all.

Companies are cautious about using social media for a number of reasons. Some common concerns and opinions include: security and risk management issues, it wastes time, it’s hard to measure ROI, it doesn’t help achieve the bottom line and/or it’s not relevant for their industry – just to name a few.

But, social media evangelists argue that in this digital age the real question isn’t whether to use social media or not, it’s how?

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“One of the things that social media does, that wasn’t possible before, is it allows you to engage in conversation in a very granular way. If you treat it like a one-way conversation, or like advertising on TV, than you’re misusing the medium.”

Paul Paetz CEO, Innovative Disruption; Vice President of Marketing, Ethoca Limited

Social Media Goes Corporate (Cont. from Page 5)

“There is not a company or an industry where social media doesn’t make sense.

You just have to think about it and be creative,” said Paetz. “There may be some industries that have a choice, but the real issue is how do you gain competitive advantage and differentiate yourself in the market? How do you establish a unique position? How do you add value?”

These are all questions Paetz says social media can help address, but most often adoption of these tools and applications requires a change of mindset.

Noble Acuff (BGS 2007, University of Southern California), principal technology consultant at The Acuff Group, a professional services firm, said the acceptance of social media has mostly been a generational change. “Generation Y comes into the professional world with an expectation of how things can be done and it is very different than past generations.”

Paetz describes the generational change as a “continental divide” between age groups.

“If you’re 40 years or younger, you’ve probably never not worked with computers.

If you’re 30 years or younger, you’ve probably never not searched for social media in some respects, whether you’ve done a lot of work with websites or blogging or not.”

The corporate adoption of social media is starting to dramatically change the marketing and business landscape. Smith believes it has also been a cultural shift for organizations that are accustomed to controlling their brand and its image.

“It’s about being a lot more transparent, and that means putting the personalities of your employees out there versus just your brand,” said Smith. “There’s some great return you can achieve from it, but I think for a lot companies and marketing organizations, it’s a cultural shift.”

When it comes to social media marketing, the biggest shift is that it used to be all outbound marketing, says Smith. “It was all about how loud and disruptive you can be.” Now, marketing is much more inbound focused, she says. “You are still doing things that you’re pushing out, but you’re much more cognizant about what it takes for people to really come to you and how you can create a dialogue and conversation with your customers and even with prospects.”

It may be that social media efforts rest mostly on the shoulders of an organization’s

In April 2009, Beta Gamma Sigma conducted an online survey to better understand how Society members are using social media for their professional purposes. Below is a glimpse of the results.

Do you use social media tools for professional purposes (i.e. to market yourself, or to network)?

marketing department, but there are other ways to apply social media to business strategy other than marketing. For example, Paetz’s companies (Innovative Disruption and Ethoca Limited) also apply it for customer service and to monitor the competition.

Social media is about being relevant to your customers, says Paetz.

“One of the things that social media does, that wasn’t possible before, is it allows you to engage in conversation in a very granular way. If you treat it like a one-way conversation, or like advertising on TV, than you’re misusing the medium.”

From product reviews to blogging, social media has allowed people to share their thoughts, opinions and views on virtually anything in a highly visible way.

This has resulted in a transfer of power from the marketer to the consumer.

“When consumers are empowered to say what they think and you’re not listening you’re in trouble,” said Paetz.

“If you listen and engage in conversation then people will listen to you. And that’s (what social media) is really all about.

It’s just enabling a different way of interacting with the world.”

Which social media tools do you use for professional purposes?

Twitter 7% Facebook 27% LinkedIn 76% YouTube 2% Blogs 7% Other 6% Approximately how many hours per week do you spend using social media tools for professional purposes?

No 44%

Yes 56%

Less than 1 6% More than 1, but less than 5 7% More than 5, but less than 10 9% More than 10, but less than 15 2% More than 15, but less than 20 1% More than 20 1%

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The average survey respondent spent 3.14 hours per week using social media tools for professional purposes.

The Digital Makeover of Professional Networking

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t some point, everyone will have to conduct a job search, and it is no secret that the best way to find a job is by networking. In today’s digital age, social media has taken professional networking to a whole new level with the various tools, sites and applications available. These can not only aid in facilitating a job search, but help professionals build and market their personal brands – whether they are currently seeking employment or not.

An April 2009 BGS survey regarding Society members’ professional uses of social media revealed that 56 percent of the more than 3,000 respondents use social media for professional purposes. Among those who use social media for networking, LinkedIn was the most popular tool (82 percent), followed by Facebook (52 percent).

“LinkedIn is a great tool for keeping current with contacts, understanding their prior employment history, requesting recommendations and seeking out other potential contacts based on shared network experiences,” said Kalliopi Lekas (BGS 1995, New York University), LinkedIn member and an independent consultant who advises organizations on issues related to business strategy and organizational effectiveness.

With 38 million members around the world and executive members from all Fortune 500 companies, LinkedIn is the largest of all the professional social networking sites. Like most of these sites, members are required to complete a profile but are encouraged to list their professional and educational experience.

Essentially, when building your LinkedIn profile, you include the same type of information you would on a resume. However, Christophe Masiero (BGS 2004, Kennesaw State University), LinkedIn user and Americas partner, general manager and global large account director-Accenture at Orange Business Services, recommends not posting too many details, like sales figures, since the information is available to the public.

Once you’ve filled out a profile you can begin searching and connecting to friends, colleagues and former colleagues by adding them to your network.

Masiero, who has been a member of LinkedIn for more than four years, has found the community to be a helpful resource for re-establishing contact with people he’s worked with who have either changed contact information, names or jobs. For example, when Masiero wanted to get back in touch with a former colleague he sent an email to the person’s company address. It wasn’t until the email bounced back that he realized they had changed jobs. Surprisingly, shortly after, the person found him on LinkedIn. In addition to staying in touch with friends and colleagues, LinkedIn can also be useful for conducting a job search Continued on Next Page

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The Digital Makeover of Professional Networking (Cont. from Page 7)

and building your personal brand. Thousands of recruiters and HR hiring managers are members of LinkedIn and use it for applicant screening and to search for talent.

According to a survey of more than 31,000 employers released by CareerBuilder.com in September 2008, more than one in five hiring managers said they search social networking sites to screen job candidates, and 34 percent of those managers said they found content on these networks that helped convince them to hire a candidate. Hiring managers said profiles that had a professional image and valid references can help improve a candidate’s chance for a job.

On LinkedIn’s “best practices” page, it suggests you include relevant keywords on your profile so you are easily searchable and findable. LinkedIn also advises soliciting credible recommendations and endorsements from those within your network, such as current and previous employers and colleagues. The recommendations are displayed on your profile and can help establish your reputation on the network and attract the attention of potential clients and employers.

For job seekers, LinkedIn can also facilitate contact with a recruiter or potential employer. Instead of, or in addition to the standard methods of inquiring about a job, such as filling out an online application or sending a resume to a black hole email address, you can also try searching for appropriate contacts on LinkedIn to see if a person in your network is directly connected and can help put you in touch.

Social networking sites such as LinkedIn can be great ways to establish your professional online presence, but some have found other social media tools to be

valuable as well.

Christine Adolf (BGS 2007, Florida International University), a marketing professional with experience in social media marketing, is taking full advantage of the online tools out there. She is a member of various social networking communities such as LinkedIn, Facebook and Twitter and has recently created a social media resume (SMR) using Google Sites, a web page creation service.

SMRs are a new trend that can be utilized for any industry. SMRs contain all of the same information you would include in a traditional resume, but allow you to add links to your other online profiles and/or blog and incorporate multimedia elements such as relevant audio and video. Adolf’s social media resume includes her work history, educational experience and links to her various social networking profiles.

“It’s very important for people to consider what information they are sharing. Many younger professionals may think of social networking in the same context they did in college. Once you move into the professional world it’s very important to consider who your audience is.”

Noble Acuff

Principal Technology Consultant, The Acuff Group

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“I am also going to create a YouTube video and discuss my career goals and experience and put that on my social media resume,” said Adolf. She also plans to take up blogging.

“Blogging is sort of the new resume,” said Adolf. “You can tell recruiters about your blog and people can see what you know and what you think.”

Paul Paetz (BGS 2005, Mercer University), CEO of Innovative Disruption, a marketing consultancy firm, and vice president of marketing at Ethoca Limited, an online fraud-fighting community for Internet retailers, has found blogging to be quite successful for building his personal brand and establishing credibility, thought leadership and marketing his company.

Paetz’s blog, “Disrupt This”, focuses on his area of expertise: marketing disruptive technologies. And in case you’re wondering what a disruptive technology is, it’s a marketing term for an innovation that improves a product or service in ways that the market doesn’t expect, typically by being low-cost or designed for a different group of consumers. An example would be the introduction of the Ford Model-T. “I’ve had a couple of very fortunate breakthroughs on my blog,” said Paetz.

The first, he said, came when he made a comment on his blog in reference to a published memo from the CEO of Starbucks about its company culture. His post got linked to about a 100 other blogs and to various magazines, including BusinessWeek. “I literally had thousands of people visiting my site,” said Paetz.

Before that, he said his best post maybe drew only a few hundred visitors.

His next breakthrough came more recently, prior to the debut of the iPhone after writing a blog post titled, “The day before the iPhone Introduction.”

“That sent me into the stratosphere,” he said. “There was an article in The Wall Street Journal with Steve Jobs, CEO of Apple, and the CEO of AT&T, and I was linked to that article and several others.” On that day, if someone would have typed in “Steve Jobs” and “iPhone strategy” his post would have been the No. 1 search result, he said. “I had thousands of people coming to my site that I would call qualified business leads.”

As a direct result of that article, Paetz said he was invited to present a keynote address at the International Marketing Congress in Europe.

“That was a pretty clear connection between social media and the business result.” Paetz said he really hasn’t had to spend anything on marketing his

consultancy and almost all his business comes from referrals and networking.

“I never actually finished my website,” said Paetz. “And I never needed to because my blogs were more important. There was enough to talk about from my blogs and people could get a sense of the way I think – the website doesn’t add much.”

Whether you’re in the technology or marketing industry or not, Paetz says it is important to establish an area of expertise and interest, and the best way to do that is through social media.

“You can think that something is the most interesting thing in the world – write about it,” said Paetz. “A, you’re establishing that you understand it. B, you may learn something while you’re doing it, and C, you’re helping people. Social media is about engaging and helping other people. If you’re focused on helping yourself, you lose. If it’s about helping the other guy, they’ll help you.”

While social media may allow you to professionally network and build your personal brand it is also important to manage your digital identity.

“If someone is actually considering hiring you, someone is going to Google you,” said Paetz. “The question is do you control what they find? Or do they randomly see what they find? Or do you not show up at all? That says something about you too.”

For Noble Acuff (BGS 2007, University of Southern California), principal technology consultant at The Acuff Group, a professional services firm, having an online presence was a priority. “In my industry, not having an online presence is like going on a job hunt without a resume.”

Acuff said he made a decision five years ago to put more profile information online as a consultant because he wanted people to easily find him and learn more about his consulting practice. But, he said, “It’s very important for people to consider what information they are sharing. Many younger professionals may think of social networking in the same context they did in college. Once you move into the professional world it’s very important to consider who your audience is.”

There have been numerous cases of “unprofessional” online conduct that not only reflected badly on the individuals but also on their employers. For example, one job applicant received some unwanted attention when she posted on Twitter in March: “Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” The post spread like wildfire on the web and became a media sensation. And needless to say, she didn’t end up getting that “fatty paycheck.”

For now, social media etiquette is probably best learned through the blunders of others and by using sound judgment, as no formal rules seem to exist.

“I took a class on personal branding but there weren’t any courses offered in social media,” said Adolf, who graduated in 2007. “It is so new, there have been a ton of mistakes. I think people need to be careful, but it is all common sense.”

Beta Gamma Sigma conducted a survey in April to better understand how members are using social media for professional purposes. More than 3,000 members shared their experiences, thoughts and opinions on the topic. Here are a few of the responses: “I started my own business on January 1st and posted about it in a LinkedIn group. Through that post I was offered (and accepted) a partnership by one of the largest equine communications businesses in the country. It is a fabulous opportunity to grow my business that I never would have found without social media marketing.”

“I think social media can be a very powerful tool for business. I’m continually surprised that more people (and businesses) are not making greater use of the tools, especially in a down market. I think we’re going to see the corporate use of these solutions accelerate, but marketers are going to have to get a lot savvier in their use of the tools - users just aren’t going to accept social media spam.”

“I don’t think it is professional to use social media for marketing of yourself or a business, even if it is a current trend. In fact, because it is a current trend, it should not be considered as an effective tool. Trends soon go out of style or people come to their senses.”

“My company has found it particularly effective to search for potential clients using social media. I have also found them effective, LinkedIn especially, in my employment search.”

“I think it is an improper way to address a corporate audience and have advised my employees to leave the company out of any personal use of these sites.”

“I highly recommend all professionals to utilize social media personally and for a company. It can be very effective if used properly. It requires a change of mindset though, since this is not a place for advertising and traditional marketing. Think it through a little before you just jump in.”

“Social media is a passing fad for teenagers. It has no place in the business world.” bgs international exchange SUMMER 2009 www.betagammasigma.org 9

Tuned in to Twitter?

Without even logging on to a computer, you’ve probably heard some chatter about Twitter. TV news reporters and radio personalities across the country are sure talking it up – beckoning viewers and listeners to “follow” them. No, these are not subliminal messages enticing you to join a cult – they are referring to a relatively new social networking, micro-blogging tool that is generating a lot of buzz both on- and off-line.

And if you’re still not sure what all the noise is about, keep reading. Beta Gamma Sigma tuned into the “Twittersphere” and got the download to answer your questions.

What is Twitter?

Twitter is a free social networking platform that enables users to send short messages (140 characters or less in length) in real-time via an instant message, mobile texting or the web. The messages, known as “tweets,” are displayed on the user’s profile page and transmitted to their “followers” – people who have signed up to receive them.

Who’s Tweeting?

You might expect those of the younger subset (18 or under) to be “tweeting,” but it is more likely to be your coworker or friend. According to demographic data released in April by the market research firm Comscore Inc., the average visitor to the site is actually between 25 and 54 years old. The research also found that 45- to 54-year-olds are 36 percent more likely to visit Twitter than the average and those between 25 and 34 are 30 percent more likely.

The popularity of Twitter has grown significantly since its introduction in 2006.

The site doesn’t publish the number of its active accounts, but Comscore Inc. said Twitter drew 5 million visitors in March. And in February, Compete.com, a metrics service, ranked it as the third-largest social networking site after MySpace (second) and Facebook (first).

Why Tweet?

Much of Twitter’s appeal is that it allows users to communicate more freely and informally than some of the other social networking sites. For example, you don’t have to “friend,” “invite,” get permission, or even know a person before you start interacting with them on Twitter.

Instead, many people choose to follow someone on Twitter because they are interested in what they have to say.

“When I first signed up on Twitter I didn’t know anyone at all,” said Christine Adolf (BGS 2007, Florida International University), a marketing professional.

“But after awhile I started to realize that it wasn’t weird connecting with people you don’t know if you share common interests.”

Most users tend to follow people that are relevant to them.

“I micro-blog with so many different audiences,” said Dora Smith, active tweeter and director of global social media at Siemens PLM Software. Smith, who tweets as an individual and on behalf of her company, engages with others in the PLM (product lifecycle management) software industry, communications professionals and even fellow college alumni. Smith follows the people in her network to “get advice and direction,”

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and to collaborate with others. For example, when her company was researching social media monitoring services they tweeted out for feedback.

Smith’s company, like many corporations and organizations, experiment with Twitter for a variety of purposes: marketing, making announcements, networking and connecting with customers.

But some veteran tweeters sound a warning. BGS member Noble Acuff, Twitter user and principal consultant at The Acuff Group, says, “It can be a great marketing tool, but it’s important for companies to understand that they need to engage in conversation, not just push products and one-way messages.”

Adolf, who has firsthand experience tweeting for her previous employer, echoes his opinion: “I think if you only post things about your brand and company then you’re less approachable. When people just push a brand or product they’re not really interacting.”

The companies that are attracting hundreds and thousands of followers on Twitter are the ones that are able to create value for their customers and put a human face on the company. Organic grocery chain Whole Foods does this well by providing store information, links to interesting articles and tips. Dell Computers has a team of employee ambassadors on Twitter who share a mix of company news and personal insights.

Other companies have been highlighted in the media for using Twitter for customer service. A recent BusinessWeek.com story featured Frank Eliason, Comcast’s customer service manager, for using Twitter to enhance customer relations. Eliason uses several tools to monitor Comcast mentions in the Twittersphere and reaches out and responds to customer complaints. But Eliason cautions that Twitter is not a substitute for email and phone assistance. In the article he explained, “This is just one way people have gotten to know us. It’s a little more personal. More back-and-forth discussions, and it’s less formal. And it gives immediacy to interactions.”

The immediacy of Twitter may partly explain why the service and micro-blogging in general have taken off. Smith, who has a personal blog and writes for her company’s blog says, “When you have a blog and write a post you hope people will comment, but 90 percent of the time people won’t – it has to be pretty compelling. But when you tweet it has much more of an immediate impact because people can choose to engage when they see something of interest. It enables much more free flow of discussion than traditional blogging.”

The “free flow” that Smith alludes to refers to the number of tweets that are broadcast to the Twittersphere in any given moment. With more and more people “tweeting,” many are also finding it a useful source for information, news and current events.

“I really don’t go to Google search anymore,” said Smith. “I wait for people to tell me, ‘Hey, this is interesting,’ or ‘Check out this link’ from someone I know and respect on Twitter. It is much more what they call a “social” search – you don’t go and search directly, you wait for someone to feed it to you.”

And since posts from your followers are added to your home page in real-time there is always a constant stream of conversation. For newcomers to Twitter and those hesitant to join, the proliferation of posts can seem overwhelming, and they might not know how they can join in on the conversation. People also tend to worry that it will take too much time.

“Someone told me to get on Twitter a year ago but it still took a couple of months to do it,” said Smith. “People have a hard time finding time for it when they first get engaged, but once you get in there and find a couple of people or topics that are of interest to you then you get hooked. And suddenly it doesn’t seem like this huge time commitment.”

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bgs international exchange SUMMER 2009 www.betagammasigma.org 11

Gifts from Friends Beta Gamma Sigma gratefully acknowledges the support of the following individuals, as well as the organizations listed on page one. Without this assistance, the Society would be unable to continue adding value to the lifetime membership.

Chairman’s Board $2,000 - $4,999 Business Achievement Award Joseph W. Moeller University of Rhode Island James A. Viehland Director’s Table $1,000 - $1,999 University of Arkansas John M. Norwood Baruch College, CUNY William E. Oakley University at Buffalo, SUNY Paul F. Eckel Francis Marion University James W. Fenton, Jr. James Madison University Robert D. Reid University of Kansas Larry D. Horner Kent State University George E. Stevens Loyola Marymount University John T. Wholihan New York UniversityGraduate School Robert Kaufman North Carolina A&T State University Bernard J. Milano The University of North Carolina at Greensboro James K. Weeks Northwestern University Paul R. Seegers Oklahoma State University Sara M. Freedman University of Pennsylvania John C. Hanson University of Pittsburgh Donald R. Beall Rutgers – The State University of New Jersey Newark Gerald H. Lipkin Valdosta State University Kenneth L. Stanley Villanova University Debra A. Arvanites Western Illinois University Vicki C. Klutts University of Wyoming Donald F. Parker President’s Cabinet $500 - $999 University of Alabama Marinda J.C. Wood University at Buffalo, SUNY Kenneth P. Ferris Business Achievement Award Martin Mintz University of CaliforniaBerkeley Marc J. Desoer California State University, Chico Henry W. Wright California State University, Fullerton Andrea M. Evans University of Chicago James R. Sanger University of Denver Charles H. Albi Drexel University Chad W. Tursi Duquesne University James M. Zillian University of Iowa William C. Hunter University of Michigan Allan D. Gilmour Philip L. Smith Michigan State University Bruce D. Bottomley University of MissouriColumbia Duncan L. Matteson Carl S. Quinn New Mexico State University M. Don Kidd The University of North Carolina at Chapel Hill Paul H. Broyhill Northwestern University Ronald Neale Paul Ernest C. Styberg Ohio University Albert J. Weatherhead III University of Pittsburgh Tadeu Carneiro Saint Joseph’s University Joseph A. DiAngelo, Jr. Seattle University Gary P. Brinson University of Washington Philip B. Hartley Washington University Robert E. Markland Western Carolina University James A. Valkenaar, Jr.

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GENEROUS DONORS SUPPORTING BETA GAMMA SIGMA April16, 2008 to April 15, 2009 University HoustonDowntown Adra B. Hooks Diane K. Nemer Idaho State University Robert F. Baim University of Illinois Jeffrey L. Boschert Clifford R. Buys Thomas W. Hough Herbert J. Rowe Thomas B. Sleeman University of Illinois at Chicago Mary Smoley Blust Indiana State University Dale F. Resch Indiana University Theophilus B.A. Addo William K. Bissey Rhett W. Burgess Terri Lynn Clark Donald C. Danielson Thomas L. Dusthimer William D. Fischer E. Jan Hartmann Jeffrey A. Hatch Jolaine Louise Hill Thomas S. Hoelle Edward L. Hutton Winson Jones Howard Kahlenbeck, Jr. James A. Kayler Jane Bosart Kinney Gollakota Surya Kumar Joseph M. Moricz Robert G. Nettles H. Theodore Noell David B. Pearson Malika Richards Allen E. Rosenberg Mervyn R. Thede Richard F. Weaver Indiana University Northwest Paul R. Fotia Indiana University Southeast Norman E. Pfau, Jr. University of Iowa Jeffrey B. Warner Victor W. Wilson James Madison University Susan K. Floyd University of Kansas John R. Hymer Phyllis Wales Kansas State University Patrick R. Robinson Kennesaw State University Matthew A. Belli Kent State University Robert C. Amstadt Clifford D. Shields Pamela A. Stevens Kenneth E. Wertz University of Kentucky Paul W. Chellgren Richard L. Hooker John C. Talbott, Jr. Lehigh University William A. Glaser Sandra Goldfarb Mark Schneider University of Louisiana at Monroe Saul A. Mintz Louisiana State University Ferrell A. Brunet Virginia J. Kahnt Louisiana Tech University Bruce W. Berry Loyola Marymount University Kathleen Denney Loyola University Chicago Gerard A. Swick Marquette University Dale Norman Hoemke David J. Hushek George S. Jaloviar Gerard J. Martin Thomas A. Montaine Theodore C. Rogers Lois A. Smith Jay R. Vonachen University of Maryland Robert H. Carmack Morton H. Offit Louis I. Rosen University of Massachusetts John B. Bayley University of Memphis Christopher W. Bear Patricia M. Dick Connie M. Luzwick University of Miami David R. Frum Marlies Ledford-Kraemer Ray M. Shaw Miami University Robert E. Levinson Scott D. Schweinfurth University of Michigan A. P. Bartholomew, Jr. James E. Hoffman John C. Morley Steven R. Point Gail L. Richmond Richard C. Slayton J. D. Williamson

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SUMMER 2009

Social media websites such as Facebook, LinkedIn and Twitter are creating new avenues for business.

See story on page 4