Top 10 Reasons Why Skydiving Is Like Social Media (part 2)

Skydiving IS Social Media

Welcome to the concluding session of “All I Really Need to Know I Learned While Skydiving… or, Top 10 Reasons Why Skydiving Is Like Social Media.” Glad to have you all back… the first post generated THE MOST traffic this blog has ever seen, and the most RTs on Twitter @replies, comments, emails, you name it (thank you PRDaily of course for linking to part 1).

One quick side note, I do feel that one of the most important parts of a sound social media strategy is LISTENING (cc @GaryVee) but, despite what you’ve seen in Point Break or Cutaway, you cannot hear another skydiver during freefall. The wind traveling past your ears at well over 100mph pretty much makes you deaf to all sounds… as much as I tried to connect and spin it to compare to Skydiving, I couldn’t… so, consider yourself unspun.

#6) Empower and give kudos!

–                    SD: Without a few minor exceptions, every single person I met through and while skydiving have been just about the most welcoming people ever. From offering lighthearted jokes to ease the nerves (“I promise you, we will wind up back on the ground…”) to offers of joining the crew around their weekend bonfire, and the constant reminders to smile while the camera is on you during freefall… the continuous high-fives, hang looses and rock on hand gestures only fuel this impression.

–                    SM: Social media really only works when you are being generous to those you interact with. Self-promotion isn’t a crime per se (depends on how you do it sometimes it’s not even a faux pas), but things can truly take off when you give others the plaudit and spotlight that everyone (who tries at least) deserves. The “RT-culture” – as well as the adoption of the new RT feature – on Twitter showcases how far giving credit can go in the social media space.

#7) Collaboration is crucial…

–                    SD: Even if not jumping with a large group (like my headline photo) to create record breaking formations during free fall, the process of skydiving is incredibly thorough, meticulous and involves team work across various levels. From the pilots, the parachute packers, logistics admins on the ground, teachers/trainers, and of course to the Tandem Masters themselves… frankly everyone at the dropzone work like a well oiled machine, if you do not see that on the ground, imagine what will happen up top.

–                    SM: Again to echo CRUSH IT author Gary Vaynerchuk (@GaryVee), social media gives you the power to find those out there who are doing it better than you, then you can tap them, partner with them and mutually benefit… case in point: he ghost wrote the book (cause he’s clearly a video guy). Collaboration, as a catalyst for success, is not limited to social media or skydiving, it’s an integral part of a healthy social structure and of any winning strategy in sports as well.

#8) It’s the community, stupid…

–                    SD: To play off #7 and #6, the skydiving community is one of the most tightly knit communities I have ever seen, and I’ve been in drama/improv circles, youth groups, cover and original bands, as well as an early participant in Facebook and Twitter… I will tell you this, the camaraderie I saw both on the ground, on the plane and in the air was unparallel. I think when you put your life on the line you understandably grow closer to the people involved.

–                    SM: I don’t think there is anything to write here… if you don’t know that the community is the most important part of Social Media, I think you’ve stumbled on the wrong post/blog. The first step, whether in professional or personal brand building, is grow your community… the better you do it, the more success will come for you via Social Media.

#9) Don’t forget the video…

–                    SD: Your first skydiving experience (and key milestones in the future) has to be documented, how can it not? Sure, it’s pricy (genius business model by the way) but what about the memories, what about the conversation, what about the chest thumping self promotion!? In reality though, like other major ‘coming of age’ events, this need to be documented for posterity… besides, imagine yourself being the coolest grandpa one day.

–                    SM: In Social Media, video and pictures (as much as I hate to admit it) have been growing exponentially… here are some hard facts: According to a recently published UMass/Inc. Magazine survey, in October alone, more than 77% of Internet users combined to watch 13.5 billion videos online, a metric that represents a dramatic shift in how consumers are engaging with content. Among even the most modest of predictions, 2009’s online video viewership is being estimated at 144 million and expected to grow to 188 million by 2013 in the U.S. alone.

#10) When it goes right, it’s the biggest rush!

–                    SD: The adrenaline pumping through my veins upon landing back on the ground safely is not something I can describe in words. The range of emotion is insane; from awe to shock, hysteric happiness to true disappointment that it’s over, and of course the rising addiction to do it again (right then and there). The phrase I was using, in a non morbid or depressing sense, upon finishing my first jump was: the earth seems kind of boring when you’re on the ground… *sigh*… Who’s in for a Skydive Tweet Up this spring?!

–                    SM: While this pertains mainly to professional use of Social Media (i.e. on behalf of a brand, or as part of a Marcomm strategy), nobody would keep Twittering and Facebooking if it wasn’t for the recurring positive experiences. If you’ve ever seen your tweet, a blog post, a placement or whatever go viral through Social Media, you may have an idea of the rush I’m talking about here. On the professional side, the stuffy boardrooms I often work with on the Corp PR side are not ready for change for the sake of change… they need to test the water out, dip a finger in, see if it suits them and so on… the success of these baby steps is crucial if you want to keep your program, take it slow with the execs, they need to see success to get the rush.

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All I Really Need to Know I Learned While Skydiving… or, Top 10 Reasons Why Skydiving Is Like Social Media (part 1)

First and foremost, I would be remiss if I didn’t mention and thank Peter Shankman, in all his Skydiver glory, for his recommendations and hyper-excited lobbying in making my first skydive happen… it was for my 3rd year anniversary, and ultimately my wife’s idea, but also a life-changing experience for both of us.

The more I look back on it, the more I feel there is a ton to learn from Skydiving (SD) and specifically, the parallels I saw to Social Media (SM) struck me as no coincidence at all… read on, and I welcome thoughts, comments, edits, and will gladly offer a guest post to fellow skydiving and social media enthusiasts… Peter Shankman looking right at you bro. Either way, without further ado:

All I Really Need to Know I Learned While Skydiving… or, Top 10 Reasons Why Skydiving Is Like Social Media

(Part 1)

#1) To do it right you will need training and mentorship…

–          SD: Your first skydive has several options; the most common is the Tandem jump, where you’re strapped in to a professional and jump out together with them doing most of the work. You can go at it alone if you choose, but that 15 minute training turns into a solid 6 hour session/crash course (har har har), without which you will most certainly flop (har har har).

–          SM: This rings truer and truer each day for those not yet in, or just looking to get into, the social media space. The days of early adopters are gone… what you need now is some key mentors from that ‘era’ whom will help you find and understand that which you can’t on your own. Think of those folks as your parachute, the bigger that circle the better off you are.

#2) It takes trust to succeed…

–          SD: Your tandem master (yes, that’s really the official title) holds the key to your life… from packing the parachute to stabilizing your initial free fall and finally the landing… trust them, that’s all, it really is easier just to trust them. Moreover, statistics say that skydiving is the safest sport (safer than skiing, bungee jumping, rollerblading, driving, flying, etc.), you really have to believe in those metrics too when you’re dropping from 13,500 feet at 120 mph.

–          SM: Trust in social media builds communities and trust cements brands, personal or otherwise. Because social media is crowdsourcing on steroids, you have to trust the masses decision, even though you can nudge and tug in any direction you choose, the final push is really up to them to make.

#3) All good things come to those who wait…

–          SD: You have to take time when making the decision to skydive, even before you get there. On top of waiting for ‘the day’ and that precious first appointment date/time, you wait upon arrival; there are 7 back to back pages of consent/release forms. Also, you can’t skydive until you’re at least 18 — though in certain states you only have to be 16 with parental consent — chances are you won’t know how to truly use social media before that age either (would love to hear arguments otherwise here).

–          SM: At a recent book (CRUSH IT) signing event with Gary Vaynerchuk (@GaryVee) he talked about doing daily posts and segments on Wine Library TV for 18 months before pushing it out. His advice was pace yourself, do it right, wait for the right moment… sounds like a sure way for better skydiving to me.

#4) At these speeds everything seems to stand still…

–          SD: At 120 mph you would think you feel like the floor gave under you and the stomach is in your throat. In reality, all you feel is the pants flapping, the wind gusting, your cheeks compressing… and yet, the earth doesn’t seem to get closer and everything seems to stand still, almost like you’re in a block of jell-o. It’s by far the most serene experience I can point to, mainly because of the irony of it all.

–          SM: The ‘real time’ speed of Twitter, Facebook and all the other major a social media tools/platforms is undeniable and is unlike any other medium out there… However, if you are indeed entrenched in following a topic or theme (and any true Twitter hashtag addict can tell you) the updates come at you seemingly in slow mo…

#5) You can’t sue…

–          SD: The 7 pages of back to back release forms are all legal speak telling you in 1000 ways that you may die or get hurt as a result of the jump… the document dances around this theme over and over, but they do make one thing crystal clear though: you sign, you CANNOT SUE, so don’t even try.

–          SM: Never underestimate the power of the freedom of speech which to me is a cornerstone of Social media… don’t get me wrong, you may get in trouble (Amanda Bonnen’s story comes to mind) or even hurt (i.e. #iranelection) in the process, but never forget you are in the right, always. Negatweeting is our right, nay duty… remember?!

In the long while since I’ve updated this blog, I’ve done 2 tandem skydives (within 8 days of each other, and in 2 states), so I decided that my entry will also be in two parts… the second set of Top 5 Reasons Why Skydiving Is Like Social Media will funnel later this month. FYI, Sonya and I have at least 3 more planned for the spring… WHO’S IN?!

In the meantime, please enjoy the video of my first dive… Wooooooo.

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Pam and Jim’s UGC and SM Secret

4Photo courtesy of NBC Universal and www.halpertbeesly.com

So, the kids are grown up all set to leave the nest together… and I’m not talking about Pam and Jim (yet), but rather social media (aka SM) and its sibling user generated content (or UGC).

We all remember the TIME Magazine cover at onset of 2007 (gosh has it been THAT long?!), and the more recent (June 2009) Twitter cover, proclaiming the arrival of UGC and SM into the big leagues… clearly, that train hasn’t slowed down since leaving the station.

Last night, my wife and I (as the rest of The Office watching world) tuned in to perhaps the most monumental sitcom event since the end of the Seinfeld era (g’head argue otherwise)… finally, after years of torment, countless times of looking away due to Michael’s uneasy jokes, all the laughter, some tears etc etc… the moment came. There they were, our Pam and Jim… FINALLY getting hitched.

What ensued was a spoof of the famous YouTube clip “JK Wedding Entrance Dance,” a home video that garnered over 27 million hits as of the morning after the episode aired.

I have not seen the video above until after the show aired (I’ve since given up my residence under a rock), which is a sweet embrace of a special moment in the real couple’s lives (whom should also be commended for using their new found web-fame for charity purposes). It was mimicked nearly to the T by the Office crew (see the full scene here) as the ending of the highly anticipated episode.

What I took away from this (because quite honestly it was rather anticlimactic for me and not any funnier than other episodes) was the fact that here it was, the top grossing sitcom around now ‘borrowing’ on the UGC movement, for an episode of this magnitude… seems risky (lazy even), but then again 27 million YouTube hits can’t be wrong, right?

Undoubtedly, UGC has arrived, but it has never looked so overproduced and sappy…

We all know that traditional media is struggling, and TV is no different. Reality shows are in-style for a reason; their lack of writing and acting staff along with other major overheads that’s pushing traditional media underwater… so where to turn other than into predetermined, built-in and established audiences? Besides even in TV terms 27 million people is a big share.

So it’s understandable, but disappointing nonetheless, at least from the standpoint that fictional characters should have fictional lives. I would’ve liked to see, what Doc Brown of Back to the Future called, a parallel reality… a parody of The Office world itself, than our real life events.

Also of note, when I started searching for the original video, I stumbled upon the below clip, which calls out several other ‘borrowed’ parody pieces within the wedding episode (puking scene, and the T shirt, both questionable according to the comments). Some food for thought though, pun intended.

Where will this ‘borrowing’ trend net out? We’ll have to wait and see… and through the years of training we all received from Pam and Jim’s back and forth escapades on The Office, we can hold out for quite a while.

So, to summarize and quote the touching ending to Jim’s rehearsal dinner toast… here’s to waiting!

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Woodstock: Then NOT Now (or why not everything relates to Obama)

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You can say I’m a huge Woodstock fan; I own the inevitable (necessary) poster with an authentic ticket, signed books (Artie Kornfeld), a photo collection and personal drawings (above)… to name just a sampling. I’ve made annual, sometimes quad annual, trips to ‘the site’ at the intersection of Hurd and West Shore roads in Bethel New York. All this years before Bethel Woods Center for the Arts was built. In some ways, I feel like I was there, or should have been.

I first saw the Woodstock movie as a 7 year old in Moscow. I think it was on network TV to showcase the ‘American perversion and result of brute capitalism of the US’ or something like that… I vividly remember standing in the middle of our living room and watching the mud people, and Joe Cocker doing the most memorable (and spastic) version of “with a little help of my friends”… and that was it, I was hooked, I was a hippie-dude. Anything American was always overtly intriguing (as an antiestablishment statement), besides they were playing in mud and I’m 7!

Years later I found myself in New Jersey, and well within driving range of the site where it all went down. My first time there was as a road trip during college… This reporter from a Sullivan County paper let us know “it wont be there for long” and that millionaire Alan Gerry is going to “develop the holy bowl” and gave us a few copies of a local newspaper. She also let us know about the Woodstock Preservation Alliance… and again I was hooked, and tried to help out as much as a distracted college student could. I wasn’t going to get arrested for trespassing though, and so ‘we’ lost and Bethel Woods was built (though the bowl was never developed).

Long story short, I’m a huge Woodstock fan, and I feel as if that empowers me in one way or another … Ok ok, before I completely go off the charts with the sobbing clichés, let’s get something out of the way… Yes, I know I’m 27, and of course I was not there. But none of you reading this were there either, or anyone you know. Only four to five hundred thousand people were, but they did not include President Obama, or his parents.

Last weekend was the 40th anniversary, and I was up at Bethel Woods seeing the Heroes of Woodstock and DVR’d “Woodstock: Then and Now” documentary on the History Channel… mostly a great account of the event, but as a person who, per the above, considers himself rather knowledgeable and involved in the ‘spirit of Woodstock’ I was genuinely disappointed by the 5 minute cockamamie editorial ending comparing ‘my’ event to the Obama inauguration.

I don’t seem to be the only one to think this is absurd, and fully discredited the documentary and quite possibly the History Channel as a whole (check out this board discussion, twitter search and blogpost)… Even as an Obama supporter and voter, I fail to see how on earth Obama turned into Forrest Gump, in the sense that he’s become the cause for and the result of every possibly imaginable major event in recent past.

Obama was partly elected by the flower children but his inauguration was NOT a love in, it wasn’t really even a happening… so why did the History Channel fall into that trap, and why didn’t anyone stop them? How can a serious editorial and producing team connect the biggest counterculture, anti-establishment event ever to the biggest ever government orgy known as the presidential inauguration? The swearing in of the government’s top official, regardless of its size or social magnitude is still just that… a political event. Woodstock it was not.

This obsession to connect everything back to Obama, or his inauguration, or his ‘path’ (whatever that means) or his this or his that has me bonkers… he’s a man, he’s just a man, and you’ve known so many men before, in very many ways (aptly quoted from Jesus Christ Superstar). I think this type of crap takes away from Obama’s accomplishment, his drive, and frankly, from his responsibility and onus of the problems at hand… which are numerous.

Woodstock was a place where credit was disregarded, the focus wasn’t even on the music, promoters were screwed, the people were dirty and hungry, the bands were rushed on and off without schedule or fully working equipment… everyone suffered and everyone owned up to it, that’s the magic. A Presidential inauguration is the epitome of political soapbox chest thumping madness, and revolves around one person, on this one day (the king is dead, long live the king!).

Sure there were a lot of people on the national mall, but I don’t see much else.

To me the 40th anniversary show of Woodstock at Bethel Woods was closer in every way — see sepia image from last weekend below — We were surrounded by tie-dye shirts, some political slogans, my fellow man; plus Canned Heat, Ten Years After, Jefferson (Airplane) Starship, and Country Joe McDonald. And they ran out of food at the end…

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Woodstock was nothing but a moment in time, and unfortunately it was gone as fast as it came to be. And if you ask its true alumni, they’d say no other major event will ever take its place, nor was anything major the direct result of those 3 days of fun and music, and nothing but fun and music.

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Negatweeting, it is our right, nay duty…

rant_smallPhoto credit to: http://redstaplerchronicles.com/
Editor’s note: forgive me reader for I have not blogged in nearly three weeks… it’s planning season, sorry folks


First, some background on why –

However snobbish or passé (perhaps even condescending) the term Foodie may seem to some, I consider myself one; I’m a foodie with my restaurants, my menu picks, my ingredients, my home cooking, my books, my TV choices… I just am, and not that there is anything wrong with that. Even though I babble about food and restaurants all the time, the one thing I refrain from doing is talk negatively about the service of a restaurant.

To me the food and the chefs are the stars, so why bias people about décor or service if the meal is great… that is until recently when my mom, brother, wife and I were at Fig and Olive (Fifth Avenue location, the ‘new’ one; bottom line: I recommend the uptown location, food is the same) and had one of the worst services. So I decided to enact the age-old marketing perspective: negative experience = 10 people told vs. good experience = 3 people… I went to town, and told all who’d listen about it in addition to those I usually babble about food with.

The next day my frustration was met with an interesting read from the Chicago Sun-Times about a Horizon Group Management LLC lawsuit against a tenant’s ‘slanderous tweets’… then as if on cue, I started catching up on the Sam Sethi/TechCrunch libel suit over published ‘slanderous articles’ (see more TC coverage: here, here and here) this week… hm, I thought “the power of words you say?”

So, a new Tword is born–

The other day I came up with (per search results) a cute term… Negatweeting, seemed to just roll off the tongue, quite self explanatory given the recent occurrences around me.

Now that I work a lot with corporate reputations and though I’m young, I can seriously say (with a straight face) that I remember when people only had to worry about reputations in print and on TV. All of us, my current clients included, aren’t so lucky… we have to counter and encounter the public head on; the virtual soapbox of social networking and social media mandates us. If we don’t engage and define ourselves, someone else will or already is. Oh, if I had a dollar for every time I heard that phrase recently (again, planning season)…

I take the side of Amanda Bonnen (obviously) as well as that of Michael Arrington in these cases, and frankly everyone else that took a stand. It is the power of free speech, if not consumer power through preference and opinion, which is the foundation of American society… hence Michael Arrington wanting his case tried here and not in the UK, as it is now. And that perhaps is the problem with such outrage as my own at the legal system hamstringing free speech online… the internet, though democratization at it’s finest, is not a democracy.

Recent Exhibits:
a)      Google’s power to ban sites
b)      Marines banning social networking
c – e) Iran, China, Russia

And so on… internet is not a democracy, it is a powerful populous tool that is used to spread information and opinion, but there will always be those who control the switch… and yes, there is a switch. Again, do I even need to link to yesterday’s Twitter/Facebook hacker slowdown/deny of service attacks? Seems quite reasonable of an argument to me.

Thus, I decree: onward with your negatweeting my masses, go forth with your opinions and free speech consumerism. Use social networking and social media to bunch up and grow your numbers. Have your cake and eat it too, until they take away the fork.

So go on, exercise the right to express dissatisfaction with things and make yourself heard through tools available… because if we don’t engage and define ourselves, someone else will or already is.

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How Michael Jackson Brought Back Traditional Media (for now…)

MJ Photo Via Cinie World

“The media is dead, long live the media!”

Coupled with recent ZDNet op-ed from Google’s Jeremy Allison with the same headline, this tweet from Tom Foremski for #mediatalklive forum got me thinking… has the recent wave of exorbitant Michael Jackson coverage in traditional, new and social media alike brought the dueling mediums closer together? Or again, pit them one against the other?

It’s no secret that it wasn’t just the tabloids that loved anything and everything Michael Jackson, undeniably making all media have a hand in the draining of his celebrity in one way or another. The last few weeks were no different, with one exception… the role of social media in the three ring circus that is ‘Jacko’ coverage.

However musically talented he was, the sheer fact that the gloved one took over every form of media imaginable for over a week (indeed the true king of ALL media, sorry Howard) is already more unparalleled than Thriller ever was… the media’s in-sync chorale around the life and death of Michael Jackson may have brought back traditional media, even if only for a little while.

While the story did break on TMZ.com, ‘Jacko’ coverage always lived in print and broadcast. For more than a few days, I saw more people watch TV in homes and offices or read newspapers on NYC subways and buses than I ever have. Social media seemed to discuss various news and late night segments while linking to commemorative print editions… sounds like a gasp of relief for traditional media to me.

I understand that this could all be a perception and observational mistake on my part, or maybe it’s just the world’s way to show appreciation for a talent that’s gone… but I will say this, the ‘filter’ of traditional media props up the old medium against its newly minted counterparts online, specifically in situations as controversial as the life and death of Michael Jackson…

To me, the grieving fans and the tasteful homage paid to the King of Pop by traditional media was something to behold… however even when watching the CNN/Facebook broadcast of the memorial, the sidebar was peppered with rough and distasteful commentary from ‘the public,’ also being echoed in the trending topics on Twitter (read: Michael Jackson Memorial Takes Over Twitter), as much adoration as hate present. And when New York Rep. Peter King wanted to air his angst against the media orgy where did he go? Fox News? CNN? No, Youtube (see the rant here).

To paraphrase a quote from 140TC, “crowdsourcing ruins everything, because not everyone has good taste”… this mega event is no exception; editors, producers and filters of traditional media showed the last few weeks why they are still relevant, if anything by showing the very real possibility that the masses can be so cruel, if just given the chance.

If not for a moment, Michael Jackson brought back old media… and gave them a breath of fresh air as it continues to move further and further underwater.

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Did Twitter Save Brand America…?

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One of the things that I’ve been following as part of monitoring for major trends that impact corporate reputation (I do corporate PR, remember?), is the so called ‘fall of brand America,’ in lieu of the perceptual waning based in part on Bush’s years in office, as well as the economic crisis leading to a global downturn that followed. The trend is not new, but looking at America as a brand is something I haven’t done before seeing it through the lens of public relations and communications.

I will note, I always looked up to America as an image and pillar of democracy, opportunity, and freedom; after all I am a naturalized citizen, who had to survive communism to get here (born in Moscow).

It’s no secret that the Bush years wreaked havoc on the image of America, both at home and abroad, so what changed? Is it possible to reverse at all, or is the damage too long lasting (two wars going on, an endless recession, etc.)… My thinking is a resounding yes; like the old Spanish phrase about food, a little bit often (shouldn’t that just become Twitter’s motto too?!).

In my opinion, first step was electing Barack Obama… love or hate him and his policies, the 180 degree change to the Bush tenure was needed to start a process of global reconciliation on the right foot… moreover, I credit the Obama campaign for bringing twitter and social networking into the fray of politics (sorry Mr. Dean), a necessary final step in its full democratization for the masses.

As Victoria Esser recently wrote, in her fantastic byline for Politico:

“Is social media diplomatic window dressing or can the U.S. Twitter its way into the hearts and minds of other countries? While the answer is somewhere in between, the U.S. cannot afford to wait while these channels are perfected in order to direct them in service of President Barack Obama’s priority of renewing America’s global leadership. Indeed, Mr. Obama can use the themes and technologies that helped him generate huge grass-roots support in his presidential campaign to build support for America on the world stage.”

Mrs. Esser continues to source Pew Global Attitudes Survey finding broad anti-Americanism around the world, with the image of the United States declining in 26 of 33 countries since 2002; while characterizing the U.S. image as ‘abysmal’ in most Muslim countries in the Middle East and Asia… so far down has the image fallen that not even the newly elected government could make a dent in the negativity (read: Poll: Obama Not Helping U.S. Image In Iran)

So what’s step two? For me, step two came not during the watered down ‘social media town halls’ from the Obama administration at the onset of his presidency, nor from the YouTube/CNN debates earlier in the campaigns. Rather, it was the election in Iran, and the social media/citizen journalism combo, into what I call open source protesting.

The telling sign of this was the #iranelection crowdsourced outrage over the election results (read: Staggering #IranElection Stats: 2 Million+ Total Tweets), where the world joined hands where the president could not… I’m not blaming Obama at all, diplomacy is hard and not black/white, but I will say that he could have said what he said louder and faster.

By following the conversation on Twitter, we saw American citizens showcasing US ideals in 140 characters, with RTs, links, photos and genuine care for the cause of freedom… without Twitter it would not come to be, and the Iranians would not be able to see the willingness to collaborate and unite in cause, as long as that cause is just. Because of the flat world and the access to open (somewhat, I’m looking at you China, Iran, et al) communication platforms, the ‘face’ of a nation is no longer just based on its leaders, but also the interaction of it’s citizens.

Of course, Twitter never was and never will be the tell all solution to everything, and  I’m not claiming it to be either. I just think that without it, there would be no such level of interaction… a solid building block. I agree with Mrs. Esser, when she concludes her poignantly intellectual analysis of the situation with:

“There are limits to this virtual dialogue, and so it must be continued on the ground with engagement in “retail” public diplomacy — the critical dialogue with political leaders, opposition, minority groups and others needed to demonstrate that the U.S. is willing to come to the table.”

I could not have said it better myself, so I won’t. I will agree though, a ton of work is yet to be done, mainly on the ground, because even the most solid of foundation is not enough… now it’s time to build.

To be sure, however romantic about the topic I may sound, I am NOT endorsing the notion that Twitter founders should receive a Nobel Peace Prize for rescheduling planned maintenance… regardless of that though, didn’t Twitter save Brand America?

If not yet, then it will… just watch.

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