Why It’s Important To Brand and Market Your ESN and Employee Communities


off the wall walgreensOne of the most important things you can do to increase engagement and adoption of an enterprise social network (ESN) and employee community is to invest time and resources in branding and marketing it.  At Walgreens we’ve invested a lot of time into branding and marketing our ESN and social intranet experience and it’s been a key element to our success. On this post, I’d like to share with you a little bit of our branding and marketing journey and explore what we’ve learned along the way.

Invest Time In Branding, It’s Worth It

If you take one thing from this post it’s that you should invest time in creating a unique brand for your company’s ESN. Do not simply call your ESN the name of your vendor platform (SharePoint, Jive, Yammer, etc.)  At Walgreens, we spent a significant amount of time and research to create the name for our new social intranet and employee community which we call “The Wall.”

No, the name wasn’t inspired by Pink Floyd. Instead we arrived at it by combining the Walgreens “W” and “all,” meaning that this new community space and experience is designed to be a place where both corporate and store employees can “all” come together to make their mark on “a Wall” with the hope to have their voice heard, collaborate and most importantly learn how to work more efficiently and effectively and create the future of work together so we can serve our customers better.

Since launching two years ago, the original vision and essence of The Wall brand remains but it has taken on a life of it’s own. In many ways team members have personalized The Wall brand on a deeper level and, as I’ve said many times, The Wall isn’t just an online destination but for many employees who have embraced this new way of working, being “on The Wall” has become a state of mind.

For us, The Wall brand has also come to symbolize a new way of working and put a broader context and meaning to working out loud and introducing the future of work. We couldn’t have created an emotional connection if we just relied on the vendor platform name. We had to make it our own. We had to create a brand that meant something.

We had to first create a meaningful name and brand that team members could take and make their own. And in many ways that’s exactly what’s happened. The thousands of posts, contributions and actions that now make up The Wall online experience have further defined and evolved what The Wall brand means.

How We’re Marketing The Wall

To help further extend and market The Wall brand, and the tell the story of business value that The Wall Community delivers, we also created a video series called “Off The Wall.”   Basically, “Off The Wall” was created as a channel to have a different type of conversation with employees that we haven’t had before at Walgreens. The video series features me on the Red Couch going to different locations across the company having conversations with leaders, stakeholders and other employees about how The Wall is supporting the business and helping them work better. Again, like The Wall brand, the Red Couch and the “Off The Wall” series has taken on a life of it’s own and really resonated with employees.

red couch walgreens

To take the marketing even further, and because we can’t always take the big Red Couch everywhere I go, we also have a mini Red Couch that I take with me to meetings, company events and industry conferences. The mini Red Couch is a fun and engaging reminder and a great conversation starter to talk about what is happening on The Wall. When I take the mini Red Couch with me to company meetings I put it on the table and it always gets some interesting conversations going with people who have not yet had an positive interaction on The Wall or haven’t heard about the valuable collaboration happening with our employee communities.

To market The Wall we also have a Wall sign (featured in the photo below) and flyers to promote events and feature specific success stories to bring new people in and convert skeptics into believers. We also have Wall lanyards that I give to our Wall Champions so they can go forth and spread the good word and be identified around the company as ambassadors helping to onboard and answer questions and share their own personal success stories.

enterprise social network branding marketing

Captured in the photo above is one of my most memorable Wall moments thus far. It’s me with our Wall Champions from our Field HR team. This team recently played a critical role in a live event in October during which we integrated The Wall Community into a week long conference. It was inspiring to see these Wall Champions in action helping their team members get onboarded and discover their own Wall “aha” moment. And I loved what they did with the Red Couch brand.

In the left hand side of the picture you can see someone holding a white canvas with the Red Couch on it. To measure success of the event, we had a success metric and goal to grow one of Field HR online groups to a certain number members and to my surprise one of The Wall Champions showed up at the event with the canvas drawing. So as we grew closer to our goal they colored in a cushion of the Red Couch! At the end of the event I had them all sign the drawing and it made me very, very proud.  Again, this special and engagement moment wouldn’t have been possible if we didn’t have a unique and personal brand attached to our ESN.

What You’re Missing If You Don’t Brand and Market Your ESN

As you can see, if you don’t brand your ESN, you’re missing out on several valuable emotional connections, engagement opportunities and many word of mouth benefits too. A strong and meaningful ESN brand gives your champions something to share, something to talk about. To make this new way of working more tangible and contagious you must have a unique brand for your ESN. And you must find a way to extend that brand beyond the online and virtual experience.

When you create a unique ESN brand and drive it with a market strategy that powerful combination makes the ESN experience more real for employees. It helps to connect the vision and purpose of the ESN with the vision and purpose of the company.

An ESN branding and marketing strategy makes the community contributions and collaboration more palpable, meaningful and memorable. So, whatever you do, don’t rely on just calling it whatever platform you’re using like Jive, Yammer, etc. Get creative and fight hard to make sure your community has it’s own brand and make sure to invest time and resources to market it. You’ll be glad you did.

These are just a few things we’ve done and learned along the way and I look forward to sharing more about our ESN branding and marketing journey in the future.

Join Us Today for #ESNchat To Explore ESN Branding and Marketing

What can you do next? Well, one thing I encourage you to do is to join us today for this week’s #ESNchat on Twitter which is about branding and marketing your ESN. We’ll be exploring many of the topics I shared above and more, and I hope to see you there in the conversation. To learn more about #ESNchat and how to join this week’s chat go here.


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Putting a Plan Into Action: Internal Social and Community Management Strategies at Work


Earlier this year I had the opportunity to speak at the J Boye intranet conference. During the conference I shared the story about how at Walgreens we’re using community management strategies to roll out a new social intranet, develop an internal social media program and build communities of practice. During my talk I shared this quote below which is from the internal communications lead, an influential person on the corporate communications team.

chris_catania_community management_walgreens_

The quote resonated with conference attendees and I thought I’d share more of the strategic backstory of that quote and explore some of the goals and tactics I’ve used and why you do need a community management and internal social strategy.

When it comes to community management these are the three goals I’ve had ever since I started at Walgreens:

1. Demonstrate to the organization what community management is and why it’s critical to the business.

2. Demonstrate how community management supports the broader goals for rolling out a new social intranet.

3. Have the key stakeholders and leaders understand and buy in to goals 1-2.

These three goals, which are part of a broader strategy, have been a welcomed beacon as I’ve had to steer the development, launch and growth of our employee communities through the choppy waters of change and many storms of uncertainty along the way.

I created those three goals knowing I was introducing new business concepts to the organization. I also created them with the future and the unknown in mind, because in today’s business environment the one constant within all organizations is change, and you have to be able to create a community management strategy that is solid and focused on answering the question “how do the employee communities support the business?” And your strategy must also be fluid, flexible, and adaptable to the ever-changing needs of the business.

But can and should you create an internal social media strategy? Is all the hard work of building employee communities worth it? Yes. And yes. And hopefully by the end of this post you’ll takeaway a few things you can use to do the same at your company’s journey as you aim to do the same.

If you want to change the world…

Introducing community management concepts, launching an enterprise social network (ESN) within a large organization, and having it all deliver real business value, is no easy task. For sure, I’ve had a lot of help and inspiration from others along the way.

There’s a favorite story I love to re-read that can be summed up by saying “if you want to change the world, don’t try to change the entire world at once. You must start first with yourself and then focus on those directly around you.”

I love that story because it makes things simple. It drives home the message that you must start small and begin from within and work outwards if you want to see lasting, meaningful and transformative change happen in the world.

I’ve always aimed to practice that helpful bit of “begin from within” wisdom in my personal life and it’s turned out to have a lot value in business too. So I decided to use this same wisdom to achieve my three community management goals. I first focused my attention on the influential people directly around me and then expanded my evangelization efforts from there.

How did I begin? What did I do?

Yes, there was already a general sense of buy-in about the value of internal social media and community management. That’s why I was hired in the first place.

But to take things to the next level, and scale the vision enterprise-wide and make the concepts of internal social and employee communities indispensable to the organization I knew I needed to go further.

I needed to deepen the buy-in and make it even more personal, valuable and meaningful for leaders, stakeholders and middle management.

So I began by sharing the concepts and value of community management in easy to understand ways with those around me in meetings, on internal road tours and in informal one-on-one chats. I focused on influential people in the organization like the internal communications lead mentioned above. Put simple, this was part of the strategy behind the execution work as I aimed for my three goals and and this work is what some call the iceberg effect of community management.

The Iceberg Effect is basically all the critical and often unseen work community managers do to grow communities and develop the program. You can’t see this iceberg effect work happening in the online network, but nonetheless these behind-the-scene actions are highly strategic and crucial to beginning, sustaining and growing employee communities and any communities management program at a company.

Now, what I’m going to share with you on the rest of this post is 1) some of “iceberg effect” behaviors I’ve done and 2) what I felt strategically needed to happen in order to achieve my three goals.

Why Do Internal Social Media Programs Fail?

I’ll start off by saying that there are many reasons why most social intranet and community management initiatives fail at companies. One big reason, I believe, is that those who have failed to get real value of their social intranets and employee communities fail because they’ve relied only on the “deploy and pray” method hoping that “if you build it, they will come.”

If you lack a clear strategy and defined business goals and only rely on the “deploy and pray” method, you’re falsely hoping to your demise. Employees and the organization will not somehow magically know how to use these new tools to collaborate, connect and share ideas at work. Community management and internal social media are still too new and there’s way too much behavioral change that needs to happen for companies to assume these concepts and practices will just be instantly and easily adopted by employees.

Just like any other function within the business, you have to have a plan for your internal social media and community management program. You have to have a roadmap and a vision. You have to guide, teach and explain how a social intranet, collaborative employee communities and the concepts of community management support the business. You have to clearly communicate and demonstrate how all these tools combined together help employee solve problems and get work done more efficiently and effectively.

Don’t call it “Facebook for the enterprise”

One other barrier to adoption and initial buy-in is that the technology platforms of employee communities often look like and feel like Facebook or other external social media platforms. And because of this you have to convincingly explain and demonstrate how the goals of your employee communities are different from what people experience on Facebook or other internet communities.

I mentioned this briefly in my J Boye talk that if you want to get buy-in or adoption, you never (ever) want to call what you’re doing “Facebook for the enterprise” or overuse the word “social.”  I’ve used the word “social” very carefully and strategically these last three years and I would suggest you also do the same and stick to using words and phrases like “collaboration, knowledge-sharing, enhancing communication, trust-building, connecting, engagement, innovation,” (to name few) when talking about the value of your employee communities.

“Deploy and pray” doesn’t work

Now, all that said, after a few years of watching the enterprise social network and social intranet industry play out, we know that the “deploy and pray” approach doesn’t work. You must put strategy before technology for it work. You can’t just stand up a social intranet or community platform and walk away hoping the business value will magically appear. Having dedicated resources and budget to assure the community strategy is created, communicated, executed and nurtured is vital to success.

Another big reason for lack of success is the hard work part. Doing anything meaningful and lasting takes time and energy. It takes the things like having clear business goals and doing the iceberg effect behaviors to work. And I would say this is especially important to understand when building and growing employee communities of practice.

It’s like raising a baby

To share another metaphor, being a father has helped me to realize and illustrate to others the need for putting in the hard work of nurturing employee communities. My son just turned two and I see many similarities between raising him and launching and growing an internal social media program. If I didn’t “invest” in him — feed him, hold him and be patient teaching him knowing and trusting that he will eventually walk, talk and develop beyond infancy — then why should I expect that he’d make it past being a baby?

Laying a solid foundation of knowledge and awareness of what community management is just like nurturing an infant’s growth. And without a doubt, doing this work these last three and half years was critical to realizing that quote and reaching the first stage of success with my three goals.

And because I’m passionate and I believe in the power our employee communities at Walgreens have to transform the business, I’ve often considered our employee communities to be “my baby.”

And with my three goals in mind I’ve moved forward knowing that if nurtured, fed and invested in, our employee communities will provide value. And they have. In many ways.

My 3 strategic behaviors

Okay, so what specifically did I do to achieve my three goals?  I started small and focused on those influential stakeholders around me. In those influencing relationships I focused on doing three key strategic behaviors that are critical to developing a community management program in the early stages.

1. Do short and simple business value storytelling

Demonstrating business value and articulating your community management strategy in simple and impactful ways is vital. I can’t stress enough how important it is to be able to explain new and complex things with storytelling.

How do I use storytelling to explain the key elements of community management and share success stories? I always look for moments within our communities where a particular action or series of events supports our business goals. I then connect those examples to tangible business results and begin crafting the short success story.

Humans love stories, so I relied on my love for movies, screenwriting story arcs and telling concert fans stories to come up with a concept I call “business value storytelling,” which is basically using the story arc to explain how employees are getting value from the community and using it to work better, stay connected and find information faster.

One story I’ve shared many times is about an employee who didn’t even use social media outside of work or initially understand the business need for our communities. He came to our employee community with a real business issue and was able to solve his problem in 30 minutes, where in the past the issue would have taken him much longer and cost the company much more money, time and outside resources. As a result of his experience that person is a champion of our employee communities. I’ve told this story many times since to turn more skeptics into believers.

I’ve also refined this story and others like it into short “elevator pitches. Doing this has helped to achieve my three goals, because in my discussion with leaders and stakeholders time is often short and you have to be able to tell a compelling story that gets the point across and resonates quickly.

2. Always answer “what’s in it for me?” (WIIFM)

The second strategic behavior I did when working with stakeholders and leaders was to always answer “what’s in it for me” which involved:

1) knowing their area of the business

2) Understanding what is most important to them

3) Understanding what business problems they are trying to solve

Part of this WIIFM process also involved partnering with who those leaders and the stakeholders they trust. I then made sure to clearly explain that our social intranet and employee communities are not another thing they have do, but instead our social intranet and employee communities are tool and resource to help them do what they do better and more effectively and efficiently. Explaining that and mixing in consistent business value storytelling, I built momentum and gained that all important initial buy-in to move things along.

We still have a lot of work to do but I know this approach is working because as time has gone on I’ve seen many leaders and managers either strengthen their support or have their all-important “aha” moment. And when they have their “aha” moments it has inspired them to go on to share the business value success stories of our employee communities up the ladder and across the enterprise with their peers and other stakeholders and business partners.

This transformation within leadership and management is inspiring to see. It’s an important part of any internal social media and community management journey. Leadership and management have to see it for themselves in order to share the good news with their peers.

Like word-of-mouth marketing you need to inspire advocates and champions to talk and spread the word about the value of your employee communities. Internal social media and community management doesn’t just happen in a vacuum. Especially in the early stages of adoption, you have to constantly be selling it, marketing it and demonstrating how it supports the business.

Yes, this all takes hard work and time. We’ve certainly had bumps and numerous obstacles along the way, like any company does. And we’ve only just begun the first mile of the marathon. But it’s been an amazing journey and I’m excited about the road ahead.

3. Build relationships; you can’t scale the vision alone

The last key thing I did (and still do) is build relationships.

If there’s one thing I’ve learned, it’s that you can’t do it alone. You need to get the support and buy-in from others in the organization. Grass roots will only take you so far. You can’t scale in a silo. If you want to have long-term success, you need to building partnerships between corporation communications, IT, legal and HR, just to name a few of the key stakeholders. You need these partnerships to work through budget challenges, organizational changes and the many other obstacles that are sure to arise during your journey.

And as you build those foundational relationships, one way to have long term success is to start small with your communities. Or what like to call “Starting small, but thinking big.” This is how successful communities start and we have taken that approach too. I started by focusing on getting a series of small wins so that we could begin building the initial momentum to work towards achieving my three goals. Part of this early wins stage involved furthering the initial buy-in and strategically experimenting with our grass roots initiative to refine our business case.

But, again, in order to move past the creation andy early wins stage you need to proactively and strategically cultivate the grass roots success with a top-down support from the C-Suite. You have to show leadership how what is happening in your grass roots stage is aligning and supporting your original business goals. Then you can begin focusing on the middle layer of management to further scale the success.

Only using the top-down push or only using grass roots doesn’t work for long-term success. You have to strategically use both together at the right time for your organization. Experimenting with, proving out and refining your business case during the grass roots stage gets you going and then the top-down support fans the flame, and then you continue to build momentum by focusing on the layers of middle management gradually over time.

Benchmark and discover next practices

In addition to business value storytelling, answering WIIFM and building internal relationships it always helps to do solid industry benchmarking and learn from others too. If you’re looking for data and more best practices you can dive into the recent Community Management 2014 report. Learning from the best practices of gurus like Richard Millington, and following along on one of my favorite Twitter chats, like the weekly ESNChat has been a valuable resource too.

Internal social media, the ESN industry and the practice of community management within organizations is still in its early stages and we have a lot of work to do until value of community management is fully understood and realized as a must-have for community and business success.

That said, I am encouraged when I look at the SOCM 2014 data and collaborate with my fellow colleagues on the ESN chat. I can see that the industry and practice of community management is clearly maturing. And I believe those companies who are already implementing these concepts and those that get started now will be at a significant competitive advantage in the marketplace.

What’s Your Story?

If there’s one thing you take away from this blog post, I hope you see that starting with a solid strategy, connecting your goals to your companies business goals, starting small and working hard to clearly demonstrate the value of community management and getting others to understand are all critical elements to the long-term success of your internal social media program.  Yes, it’s all worth it, especially if you want to demonstrate how your communities support the business.

What’s your story? What’s worked for you? What have you learned?


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CMAD: Join Us For A Chat About The Evolution of Enterprise Social Networks



It’s inspiring and encouraging to see how much Community Manager Appreciation Day has evolved since it was started in 2010.

Four years later CMAD has become the dedicated day to not only give thanks to community managers and recognize them for the work they do, it’s now become a 24-hour celebration where we also roll up our sleeves to talk about the business of community management and how it’s playing an increasingly key role in transforming companies internally and the customer experience externally.

On Monday January 27, you can look forward to a day packed full of valuable and forward-thinking community management conversations happening both online and offline. And this year I’m proud to be on the panel that will be diving into the topic of “The Evolution of Enterprise Social Networks” at 12pm EST on Google+.

During the chat we’ll be discussing “the evolution of enterprise social networks with topics such as: the beginnings of enterprise social; major advances in recent years; how ESN tools have changed and still need to change; the role of ESN community managers past, present and future.”

Key questions we’ll be exploring include:

  1. When was the first time you used ESNs and what characterized the technology and the experience at the time?
  2. What are some recent major advances in enterprise social in terms of use cases and expectations – not technology.
  3. How has ESN technology evolved and in what ways does it still need to improve?
  4. How important is a dedicated, full-time ESN community manager?
  5. How has the role of ESN community managers evolved? Where do you see it going?

I’m looking forward to sharing stories and learnings from my experience leading the internal social media programs at Walgreens and I’m excited to hear what the other panelists have to share too. Should be a great time!

As prep for the CMAD chat about ESNs, I recommend checking out this excellent primer post by the panel organizer Jeff Ross who leads the internal community at Humana. Also, if you haven’t yet, I invite you to participate in the #ESNChat that Jeff leads every Thursday at 2pm EST.

Here’s more info on the panelists and how you can tune in Google+. See you there and enjoy!

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Video + Notes From Blogwell: How We’re Using Community Management Strategies at Walgreens


Continuing our exploration of community management and social media, here’s a video and the deck from a presentation I gave when I spoke at the Socialmedia.org Blogwell event in New York City.

My talk was about how, at Walgreens, we’re using community management strategies to build relationships, support culture change and engage employees within our internal online communities.

This was the first time I had publicly spoken about our internal social media story at Walgreens, and it was an honor to share some of the things we’ve been doing and how being strategic is a key element to building on our foundation and executing on our playbook.

It was great to also present among other companies like Verizon and TD Bank who also shared success stories and case studies about their internal social programs. It’s encouraging and inspring to see these and other collaborative employee communities and the role of social media continue to mature and develop behind the firewall.

As I mentioned before, when I talked about why I was on the advisory board for the Community Roundtable’s State of Community Management 2013 Report, the role of strategic community management will play an important role as employee online communities become more integrated into organizations.

Without a doubt, I believe employee communities will only grow in importance and prominence as they continue to provide real business value and play an increasingly crucial role in driving engagement, attracting and retaining top talent, empowering innovation and cultivating significant culture change in more and more companies.

That said, on a future post, I’ll be sharing my thoughts on the intriguing results of this year’s SOCM report that focused on the value of community management and demonstrated a significant change in the standard “90-9-1” concept that I mentioned during my talk. I’ll also share how I’m seeing a new type of persona emerge within our communities.

Until then, thanks for checking out the video and I’d love to hear your thoughts on what you’re seeing at your company and in the industry at large when it comes to community management.

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What Would You Pin? Ticket Stubs, Album Covers and Concert Art?

live fix pinterest

live fix pinterest


Continuing our exploration of sites, apps, tools, other cool stuf for concert fans, we’ve been experimenting with the new social media bookmarking site Pinterest. It’s a great site and we’ve posted several boards for you to enjoy.

Here’s our Pinterest Live Fix collection of boards. So far we’ve created boards for concert infographics, ticket stubs, cool stuff for concert fans, live show shots and more.

But, as always,  we’d like to know what pins and boards you would create. Post your ideas in the comments below and we’ll share them on a future episode of Live Fix Radio.



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Why Level 3 Is Guilty of Listening and Smart Storytelling


Continuing our exploration into community management I’d like to share another story with you.

My view from the jury box in the Hatton W. Sumners Courtroom during the Socialmedia.org Dallas Blogwell conference made it seem like Level 3’s case study was on trial.

And the good thing about this big brand social media trial was that Level 3 was guilty on all counts of taking the “blah out of corporate blogging.”

After seeing my fare share of lackluster corporate blogs get launched with little to no strategic thinking beforehand and then fizzle out and flop, it was refreshing to hear how Level 3 made their Beyond Bandwidth corporate blogging story a success by defining clear objectives, listening in the right way to their community and empowering remarkable storytellers.

 Asking The Right Questions = Smart Corporate Blogging

The first thing that stood out to me about Ben’s story was how his team asked themselves the important questions right from the start.

Being strategic and smart was a part of the plan from the get go. They wanted to improve their search results and be more human and connected better with customers. Those goals made since to their business so they moved on to execute on them.

After defining their objectives it was equally encouraging to hear that they didn’t force the wrong executives or employees to blog if it wasn’t their passion or the right communication channel. They decided to wisely seek out people who naturally love to tell stories and transform those inspired folks into successful bloggers.

“When choosing who will blog for your company, search for storytellers, not job titles. Look for people who write long, articulate emails and tell great stories at happy hours, or people talk to customers the most and do what the customers do more than anyone else at your company.”

I loved that part of Ben’s talk because that message is so important, but rarely executed on corporate blogs.

You can’t force someone to be a storyteller or a prolific blogger.  It’s far more effective to empower the right storytellers within your company to who WANT to passionately and creatively share their stories and experiences.

And when you do give those folks the freedom to express themselves and share their stories, you’ll unleash the power to humanize your brand both externally to your customers and internally to other employees.

During Ben’s talk I thought how at Walgreens in our internal community we have one executive who is a natural storyteller and his blog continues to be a success because he’s a natural storyteller and his style resonates with our employees.

Like many of the bloggers at Level 3, our executive often writes posts about non-business, real-life and even deeply personal and spiritual topics. That said, I’m not at all surprised that our employees love to read and respond with gusto in the comments.

And to keep the engagement flowing our executive actively responds to the readers in the comments too. Yes, we might have to guide him a little bit but for the most he sees respond as a naturally extension of the conversation he started with the blog post.

Commit to Building and Nurturing Your Blogger Community

The next thing encouraging part about Ben’s story was how they committed to coaching, guiding and nurturing their employee bloggers at the beginning and as the Level 3 blog developed. Here’s how they did it:

“Train and empower these storytellers to blog. Send them articles about best practices and good and bad example blogs from other companies.

Do group posts. Send out a question to your blogger pool and you’ll get different responses. Combine these into one blog and this will showcase your company’s diverse thinking and talent.

Do “look in the mirror posts”—how are we going to be really transparent, what have we done wrong, and how can we share these learnings with customers in our blog?

Talk about the taboo: death, taxes… and fiber cuts. A single blog tweet got picked up by Telecom News and got them lots of hits. “The 10 Most Bizarre and Annoying Causes of Fiber Cuts”— number 1 reason was squirrels. People loved this, and it showed that not all outages are their fault.

The other reason I want to share the Beyond Bandwidth session with you is because I want corporate blogging and community stories like these to be the norm, not the exception.  And the way to do that is to share the similarities and learn from each other’s experiences. So here’s a little peak in to how we’ve begun to develop our internal community at Walgreens.

Listening to Ben, I thought back to the early stages of how we developed our employee communities at Walgreens.

One of the first things I did when I first started at Walgreens was to listen closely and see who were the natural storytellers in the organization. I wanted to see who were the natural commenters and who were the folks that maybe we’re passionate about social media but at least understood how social tools could drive Walgreens to become a more connected and collaborative culture.

So over the past year, I’ve listened closely to the employees who we invited into our current social intranet pilot.  Before the pilot began I met with each person so we could talk candidly and explore questions that were crucial to gaining their trust and demonstrating how our new community could:

1) What was their Walgreens story? How did they get to their current position? What do they do? I asked them to share what parts of their story, both personal and professional, gave them the most pleasure, satisfaction and frustration.

2) Who in the organization did they wanted to connect with the most and why?

3) What specific aspects of our new community appealed to them the most? Were they most passionate about ideation, sharing, networking or did they just want to gradually I could find the best spot and role for them in the community.

Since our community is a social business community with specific goals, we also spent time talking with and listening to the 1 %, the influencers, about how their contributions are the fuel to modeling how the community can be a valued tool to solving real business problems.

Like Ben explained in his talk we started to explore How could it help them collaborate, connect and humanize both the corporate and store cultures? We needed to ask this questions and begin to answer it because this is the first time that both cultures would be converging online together in a social business space. And to avoid the question would be a big mistake in community building.

I highly encouraged that we take this personal one-on-one approach to building our Walgreens community because I’ve experienced the same benefits by listening to and sharing concert fans stories over the years on Live Fix.

And and I’ve said before, much of what I’ve discovered true for concert fan communities I have applied to building corporate communities.

To listen first isn’t a natural behavior for most people, especially in business. Too often we’re trained to do do do and just crank out results without questioning the norm.

But as community managers and social media leaders at our companies, we must lead by example. We must show that thinking strategically about our community objectives, and taking the time to listen and understand our communities is well worth the time.

You might not be able to measure the ROI of strategic planning, listening and the quality of engagement like you can with other metrics, but I know that every community and social media manager should consider the intangible ROI of those actions when building and growing their communities.

I can’t say it enough. We must show how this new evolution of corporate blogging and community management is done and continue to demonstrate why it’s important. We must show the business value of actively listening first so we can truly understand our community’s needs and eventually solve their problems.

And once we’ve listened we must be ready to empower our employees to tell their stories too and model it for the rest of the organization. Just like Ben did with Beyond Bandwidth.

Thanks again to Ben for sharing the story of BeyondBandwidth and thanks also the other companies who shared their success stories during Blogwell Dallas. And thanks to Kurt and the crew at Socialmedia.org for passing along the courtroom photo.



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Two Ways To Learn About The Future Of Community Management In Chicago


Continuing our new exploration into community management and social business, I wanted to pass along info about two local events that I’ll be checking out the next couple of days.

The first one is Thursday night as Social Media Club Chicago hosts a discussion about The Future of Community Management at Google’s Chicago offices. They’ll be answering questions like: What exactly is a community manager? What does it take to become one?

I’ve enjoyed and learned a lot from previous SMC events and I’m looking forward to hearing what my fellow community managers have to say about their roles today and what lies ahead as our communities continue to evolve. You can learn more and register for the event here.

Community Management UNconference

Having recently launched the pilot program for our social intranet at Walgreens I’m looking forward to swapping ideas and participating in the Community Management UNconference on Friday 2/24.

Back in January I had the pleasure of being a part of an UNconference in Dallas at the Socialmedia.org Orange Council meeting. We really packed a lot learning and sharing in to one day and I have to say the UNconference format is very effective for getting right to the point and discussing the topics and brainstorming issues that matter most. If you haven’t done something like this before I highly suggest checking one out.

That said, I’m looking forward to Friday because one of the things I love the most about UNconferences is that the participants choose the topics and you have the opportunity collaborate in ways you don’t normally get to at other conferences.

It’s important to remember that the point of an UNconference isn’t to have all the answers, but be willing to listening, ask questions and share your experiences, because the truth is that everybody else is probably thinking and struggling with the same issues and the sooner you can identify the problems the faster you can find solutions.   Sure you can just sit back and listen but like social media in general, the more share, ask questions and contribute at an UNconference the more you get out of it.

And looking at the list for tomorrow, I’m sure we’ll be diving into a bunch of relevant and timely topics for CMs.

Here’s the topic that I submitted since it’s near and dear to my heart and central to the CM work I do at Walgreens.

“With the rise of social business and next gen intranets, what strategies do you use to engage, grow and demonstrate the business value of collaborative and connected employee communities?”

That’s all for now. And I hope you can make both events. If you’re there, be sure to say hello, I’d love to hang out and chat with you. I’ll be tweeting some CM nuggets and you can follow along via @chriscatania using the hashtag #cmgrun

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For The Fans Or Brands? Tiesto Becomes First Artist To Play Live On Twitter

Tiesto in the booth CES 2012 HP

Tiesto in the booth CES 2012 HP

Social media and concert history were made this week as Tiesto, Twitter and HP teamed up at CES 2012 to deliver a live stream of the Dutch DJ rocking the a VIP crowd from the booth. And the event was a great opportunity to continue or live concert brand exploration.

Dj tiesto hp live on twitter

As Billboard reports,

The private, invite-only set also marked the launch of another social media initiative for the man his friends call Tijs: “In The Booth,” a 10-part video series meant to document Tiësto’s fast-paced, globetrotting life, is set to premiere on the artist’s YouTube channel on January 17. Produced by Believe Entertainment Group – the digital content company behind Lebron James’ animated Web series “The Lebrons” – the documentary was also underwritten by HP and Intel, and features Tiësto prominently using the brands’ products.

As Mashable reports, the folks at Twitter were excited about the opportunity and the possibilites that it presents beyond 140 characters:

“We have offered streaming on the site before, but this is the first-time ever that the site will feature a live concert,” Rob Pietsch, Twitter’s director of West Coast sales, told Mashable. “HP came to us with the idea and we couldn’t be more excited to hear how the company and Intel will be using their Twitter brand pages to reach out to the public and become destination sites.

And What About The Fans?

This is all very exciting and boundary-pushing, but we must ask: what’s in it for the fans?

We must ask if the fan experience is really be considered, or if the fans are just playing the role of social media marketing targets?

As we’ve seen with our other brand experiments and explorations, telling or celebrating the fan experience isn’t always the first priority or a priority at all.

And with this new HP/Tiesto partnership it still remains to be seen how much of the fan experience HP is interested in celebrating.

Is This Really Anything New?

Not really. We know that using DJs, hip hop producers and the increasingly popular mainstream live dance music trend is nothing new for marketers to capitalize on. For example, Diplo has been the spokesman for Blackberry and Dr Dre has been used by HP in the past.

And, unfortunately, the list is short when it comes to brands that actually deliver on creative fan-centric social media marketing campaigns that don’t even feel like marketing at all.

In case you’re looking for evidence, these Rolling Stone/Dr. Martens, Scion, Sennheiser, and Pitchfork Don Q Rum experiences are some recent examples of brands doing it right or at least headed in the right direction.

That said, we’ll have to wait and see how the “In the Booth” videos turn out before we officially decide if HP has genuinely  integrated and celebrated the fan experience.

Will HP & Tiesto Innovate and Document the Real Stories?

Like we explored in the wake of Lollapalooza, there’s a lot of possibility for brands to deliver truly groundbreaking experiences while telling the brand AND the fan story at the same time.

I know I’m looking forward to seeing how HP’s does it this time and if they will creatively weave in amazing Tiesto fan stories like this one.

Tiesto has also been at the center of several ongoing controversial stories and it’ll be interesting to see how much HP documents those.

The history-making 2012 CES concert steaming footage was only available for 48 hours after the show, but it’ll be available on the HP Facebook page Tiesto tab after January 17th.

What’s Your Tiesto Concert Story?

Is this HP partnership cultivating a genuine sub-community of Tiesto fans, or is this just another timely marketing opportunity for HP? How would you make the fan experience a creative part of the “In the Booth” videos?

What did you think of the Tiesto Twitter concert? Got a Tiesto live show story? Share your concert experiences and thoughts in the comments below, on Twitter @livefixmedia, on Facebook or call the concert fan hotline at 773-609-4341, and we’ll include them in a future episode of Live Fix Radio.

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Daria Musk Continues To Connect with Fans, Build Community with Google Plus



As you know, we’ve been exploring how Google Plus and Hangouts are allowing fans and bands to connect in new and intimate ways to revolutionize the virtual concert experience.

Now, we’d like to share with you a very interesting story we’ve been following about singer-songwriter Daria Musk who’s been using her Google Plus page and marathon Hangout Concerts to “change her life” and quickly become a rising star on the web.

As you can see by the fan map above and the snippet from Musk’s post about How Google Plus changed her life, the new social network, and it’s ability to create an instant virtual community of live music fans, is completely changing what a concert is, how it’s experienced online, and how the shared experience of a concert can spread virally across the world.

As night turned to day for viewers in Europe, evening into the wee hours of the morning for me, and morning shifted to afternoon in Australia… I kept playing to see as many of their beautiful faces as I could. We played for 7.5 hours straight.

We played for guys in Sweden, ladies in London, a girl in the Dominican Republic, people in Argentina and Ghana and a mother and son in China. A hospital in Portugal fed the live-stream of the concert onto the screens in their ER room to cheer up patients and nurses. I saw little girls dance to my music on an Australian Sunday morning when it was Saturday night for me. I watched the sunrise in Norway through a new fan’s screen while I played my song called “Foreign Cities”. It was the most beautiful thing I’d ever seen.

Musk is a very savvy musician and she’s released the Hangout Concerts online. And I had the pleasure of watching her ask fans what the Hangout Concert album should be called and it wad great to see the community rally around her and most importantly see her connect and interact with her fans directly.

What’s also interesting about Musk’s story is that it’s very similar to how Kate Diaz, another singer-songwriter who has successfully used YouTube to showcase her songwriting skills, develop her talent and get gigs playing with K’NAAN.

Who Else Is Using Google Plus?

Here’s a long list of other artists and musicians who are using Google Plus to connect with fans. The fan engagement level and style varies for all of them. For example, I didn’t see a whole lot of Hangout’s or two-way dialogue from Madonna, Snoop Dogg or Britney Spears, just a lot of the standard tour updates, slice-of-life posts and promotional stuff. But my personal favorites on the list are Blink 182’s Mark Hoppus, and Fallout Boy’s Pete Wentz all of whom have hosted several hangouts with fans.

We’ll continue to follow Musk’s story we’d like to hear what you think about artist using Google Plus to re-invent the meaning of live music. What artists have you enjoyed connecting with and following? Let us know and share your thoughts in the comments below and we’ll include them in a future episode of Live Fix Radio.

We’re also putting together our first Concert Fan Hangout, so connect with us on the Live Fix Google Plus page.

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Another Great Google Plus Hangout Night of Open Mics and Concert Fan Stories



Last night we had a great time continuing our Google Plus Experiment by hosting and joining in a Hangout. And I have to say that I’m even more pumped and excited as I was before about using the social network to share concert stories and connect with you, my fellow live music fans.

Steven’s Gate Crashing Story

As we told you during our Lollapalooza podcast episode and concert fan tribute, we had the pleasure of meeting Steven and discovering a few of the details about his gate-crashing story as we headed into Lollapalooza this year.

And last night during a Google Plus video Hangout we had the chance find out more of the inspiring and creative back story of what happened before and after Lollapalooza, and more about Steven’s concert experiences which involved seeing and being in a Flaming Lips video and seeking in to see the Wu-Tang Clan at SXSW 2011.

We’ll be sharing Steven’s full story on a future episode of Live Fix Radio so keep your eye out for that episode because what he told me had me smiling and shaking my head in amazement and I have a feeling you’re going to really enjoy Steven’s story too.

I always get excited when I have the opportunity to talk with other fans about their experiences and I have to say this Hangout test run that included me, Steven and Colleen was a perfect primer for our plan to have regular Hangouts with concerts fan where we talk about our live music stories and other concert topics. And I’ll tell you how you can join us in a moment.

But first, let me tell you what else happened last night.

Spontaneous “Open Mic” Hangout

Immediately after our time with Steven we jumped right into a other “open mic” Hangout hosted by musicians Heather Fay and Cat Beach.  This experience still has been buzzing this morning because it allowed us to continue our virtual concert experiments.

And what I love the most about this open mic Hangout (photo above) was that it was intimate, friendly, communal and totally spontaneous, which are all qualities I’ve enjoyed about most of the concert-focused Hangouts I’ve been a part of. You can find out more about Fay’s virtual “open mics” nights at Hangoutparty.com.

It’s in these types of intimate online live music settings that I think bands have the greatest opportunity to create powerful connections with fans before, during and after the show.

And these types of virtual mini-concert experiences are also great for creating valuable connections with other bands and promoters to build a strong support system, especially when it comes time to tour and collaborate on future albums.

Right now it appears that Hangouts are limited to about 10 people, but it seems that some Hangouts can hold more people or they be configured differently for larger audiences, especially when it involves a band or musician. I say this because the Black Eyed Peas recently hosted the largest pre-show Hangout to date with their NYC concert on Sept 1st, that raised over 4 million dollars for charity.

According to Google Plus news here’s what Will.i.am said about the Hangout and connecting with fans:

lets have fun at the backstage hangout…we even have a hangout onstage as well…
i want to re-define backstage interaction with fans who can not make the show…i think this will be the very first online backstage onstage web cam session…
“i like doing things 1st”

And here’s a 3hr plus video that captures the event.

After our Oprah Flash Mob Experiment we’re not surprised that the BEP’s are early adopters on Google Plus and we’re looking forward to seeing what they and other bands will offer fans i n the future.

How Can You Join Our Experiment with Google Plus?

As we mentioned before, we’ll be hosting more Hangouts about Emotions, complaints, Dancing Guys and other popular Experiments we’ve done, and we’d love to have you join us.

Google Plus is now open to everyone and all you need to do is sign up here. Once you’re set up go ahead and find me on Google Plus, and then add me to your circle. Be sure to drop me quick note letting me know you’d like to be involved in the next Live Fix Hangout.

Until then, I’d love to hear what you’ve been experiencing on Google Plus so let me know what you think in the comments below and we’ll share your story on future episode of Live Fix Radio.

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Why Our Google Plus Concert Experiment Continues To Rock


I’ve been having lots of fun on Google Plus these last couple months.

Ever since I got my invite I’ve been playing around with it to see what the value of the social network is for concert fans. And I have to say that I’m really excited about the possibilities.

What I love the most about the experience is that there’s a lot of functions that are improvements on Twitter and Facebook, and this is the first post, of many I’m sure, where I’ll be sharing with you what I think are some of the best ways for you to get in on the fun as other concert fans are having with the new social network as it evolves.

What Happened During The Metallica Live Stream On YouTube?

For starters last night I had one of my favorite virtual concert moments when I was a part of a thread started by Robert Scoble who posted about Metallica being streamed live from Rio on YouTube.

The reason I loved this moment was because it was so fluid and spontaneous and the nature of the thread was filled the buzz of discovery and thrill of real-time storytelling and memory sharing about everyone’s feelings about Metallica at that exact moment and thoughts about Metallica in general.

Here’s how it unfolded.

I was working on another project and I had my Google Plus stream open and the second I saw Scoble post about the Metallica concert which I was also watching at the same time, I posted a comment and asked him a question about his Metallica concert experience.

A few minutes later, Scoble responded with the post noted above in the screen shot.

And it was fantastic to get insight into how the show was moving him at that moment mainly because that’s what I love to do. I love to know what it is about a specific live music moment that gets us so excited and I think Google plus has the greatest possibilities to do just that.

And from there the others joined in and the thread on the Metallica YouTube live steam really took off!

It was quite the rush to see everyone chime in from all around the world.

Some fans where in Rio, some had friends who were at the show and others were just adding context to their real-time experience by posting comments about what they were loving about the show.

Here are some of my highlights of the thread, especially Nick Wood post about mixing in Google Plus Hangouts.

I’m calling out Nick’s comment because I believe Hangouts possess the greatest possibility for concert fans to experience live music and share our concert story in a whole new way.

I’m not going to get into all the details right now but I will tell you that some bands are already taking advantage of the Hangouts such as Joe Satriani and other artists who’ve been using the live video chat feature to take fans into the studio and share live show stories.

Why Should Bands Start Using Google Plus as Fans?

And when you think about, the benefits for bands to start using Google Plus now it that it’s a fantastic way to connect with core fans on a very grass roots and personal level.

And those bands that do jump in on threads like this Metallica one, or other live music threads, and interact with fans will certainly stand out.

Think about it…

How cool would it be as a fan to find yourself  randomly  interacting with James Hetfield or the member of your favorite band in a thread on Google Plus.  If this were to happen, it would be a great way for band buzz to build virally on a social network during a tour or before a tour kicked off.

As you can tell, I’m pretty jazzed about this sort of thing and I’ll be posting more examples and info to this post and future posts as I discover other artists who are using Hangouts and other Google Plus features in creative ways.

But right now, the band’s taking advantage of these great opportunities are few and far between because there’s not a whole lot of bands on the network yet as Mashable points out.

What Else is Getting Me Jazzed About Google Plus (So Far)?

That said, the most buzz and excitement I’ve experienced so far is when I interacted with other fans and Google Plus staff who’ve also been demonstrating how to best use the network for sharing virtual concerts experiences and live music memory storytelling.

And it those those types of experiences where I’ve gotten most of the value out of Google Plus, which is why I’ll be pointing you in the direction of insightful folks and fellow concert fans like Natalie Villalobos, a Google Plus Community Manager.

Natalie’s shared her backstage and front row experience with the Black Eyed Peas front man Will.i.am and her favorite ACL moments.  She’s also posted helpful info like this one that I shared about how you can use Google Hangouts and other new features to enhance your concert experiences and connect with other fans.

How Can You Join Our Experiment with Google Plus?

On Live Fix, we’ll also be doing some Hangouts just for concert fans, and if you want to be invited go ahead and connect with us on the Live Fix Google Plus page and we’ll let you know when it’s happening. Until then, I’d love to hear what you’ve been experiencing on Google Plus so let me know what you think in the comments below and we’ll share your story on future episode of Live Fix Radio.

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Mastodon and Vans Team Up To Host Live Chat with Fans on Facebook

mastodon the hunter youtube video


We’ve shared stories about gourmet Mastodon burgers and their latest live album.

And now we’d like to share with you news about how heavy metal rockers Mastodon will team up with Vans to host a special live “in studio” chat with fans as they get ready to release their new album The Hunter.

We’re not entirely sure if the band will be playing any live tracks during the Facebook chat, but nonetheless, this is a great opportunity for us ask question and continue our Studio-to-Live Show Energy Experiment.

One of the questions I’d like to ask is how their recent live shows have influenced the making of The Hunter, and how the studio time might inspire the next run of live show on their upcoming fall tour?

And since Mastodon takes great pleasure in showcasing abstract and mythological videos at their shows, I’d like to know how they’re going to incorporate that mysterious and intriguing wood sculpture (see the video above) from the album cover into the live shows too.

That said, we’ll also have the chance to continue our other previous Mastodon explorations like our visually impaired and therapeutic rumble experiments.

So gather up your questions and be sure to keep an eye on the Vans and Mastodon Facebook pages for more details on the September 27th live chat.

What’s Your Mastodon Story?

Have you seen them live before? Will this upcoming tour be your first live Mastodon show? Let us know what you what you’re expecting and what you’ve experienced, and we’ll share your feedback during a future episode of Live Fix Radio.

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Tweets of the Week: Introducing A New Concert Fan Twitter Experiment


 It’s no surprise that social media is changing how we experience live music. And after testing out a new Twitter experiment these last couple of months I thought I’d share the results with you and introduce a new weekly feature called “Tweets of the Week”.

Ever since we did our podcast about concert fan emotions I’ve been curious to find more creative ways to see what sort of situations are creating these emotional moments we have at shows.

So I decided to turn to Twitter to see what exactly most fans tweet about when it comes to emotions and other things related to concerts.

And as I dove into your tweets I was also curious to see whether there were any patterns to the tweets.

The Burning Questions We All Want Answers To

Who tweets more about their emotions, men or women?

What artists and bands use Twitter creatively and who engages with their fans the most?

Are there certain bands that get more “emotional” tweets from fans? Is there an age group that is more prone to emotional tweeting disclosure?

Do more bands get tweeted about than others?  Is there a more tweeted topic that keeps popping up?

During my initial experiment I was pleased to find a wide variety of funny, sad, vulnerable and insightful tweets. Yes, your tweets were always entertaining. And your tweets even kept me up at night wondering about your stories and unique experiences, and why that show was so special for you.

I didn’t get answers to all my questions, but again, this is the first of many more weekly “Tweets of the Week” that I will be sharing with you to answer those questions and others. And I expect to get those questions answered  and discover more questions.

How Did I Compile These Tweets?

Good question. I used a few things to pull together these tweets.

First, I used Twitter search and Tweetdeck on my lap top and the Tweetdeck Droid and iPhone apps. I usually did the experiment at night, especially on the weekends — which to no surprise turned out to be the busiest time for concert tweets.

I asked questions by @replying to and retweeting the most interesting concert fans tweets that I saw flow through my stream.

I favorited the most interesting tweets for future use. And in some cases I had the honor and pleasure of having a great real-time conversation with a fellow fan to learn more about that show and their favorite concerts and why those moments are so special to them.

And I have to say that in many cases, these interactions on Twitter are some of my favorite things to do when it comes to socializing the live concert experiences.

And what I experienced during these experiments turned out to be very similar to the pleasure I have when I do things like the mobile app Layar experiments.

For this first post, I’ve focused on the emotional tweets and why it’s important that concert fans do tweet during concert. My plan is to add on to this post and use other to dive into all the tweets and hear from you about what you think.

Going forward my plan is that each week on Friday morning we’ll review all the new tweets of the week and explore the specific themes, shows, artists and other topics that I find you tweeting about.

Since this is an ongoing sociological and psychological experiment, I’ll be adding on to this post and others with occasional updates as needed. And I’ll probably be linking to other reports and research post to flesh out our findings. So be sure to come back often to see how this experiment develops and evolves.

So without further ado, here are my favorite and most thought-provoking tweets over the last couple months.

As always if you have any questions or feedback about this experiment, or if you have tweets that you’d like to share, go ahead and post them in the comments below.

tweets of the week

tweets of the week concert fans

What Did I Discover?

As you can see, for this first batch of tweets I used the words “emotional” and “concerts” in the same twitter search to see what would come up. And as you can see, those words really revealed some golden moments.

I love them all, but I’m partically fanscinated by tweets of @aninsxtar and @Phoenyxus because of their level of emotional vulnerabilty.

Both tweets reveal the softer side of emotions such as sadness and crying just as the show is going on. And what was interesting was that most of the emotional tweets I saw that were of the softer variety did come mostly from females. But when males tweeted about their emotions rarely did they mention specific emotions like crying.

For the most part, the guys tweets I found kept it general and emotionally vague. But then I wondered about that.

Did most guys keep it vague because males have a hard time naming their emotions? Or is it because we are afraid to be emotionally vulnerable and share how we are actually feeling during a concert. Or is it a combination of both?

When it comes to our concert memories, I was intrigued by @thegirlx who tweeted about how her concert memories of seeing Alexisonfire and then hearing of their unfortnate breakup.

I could also relate with @Lingygx3 who, after the VMAs were over, realized that she had drafted her tweets but didn’t send them out because the party was so good.  This is evidence that sometimes the real-world or the non-virtual experience that’s happening around us pulls us in and keep us from sharing the action with or twitter followers.  Or sometimes external factors like other fans, our level of drinking (see her use of the #onetoomany hashtag), or just the rush of the moment keeps us from hitting send on our tweets.

What’s Really Important to You? Why Do You Tweet?

On the flipside, @lingyx3’s tweets also reminds me of all the external stimuli that goes on at concert, and how amazing and powerful twitter really is. Because when you think of all that stimuli and how distracting it could be, appears to be no match for how much we value the chance to share our experiences and express our emotions during a show.

As concert fans, we seem to be able to fight the onslaught of external stimuli to get our thoughts and emotions out to the rest of the world. In short, on some deep level, we truly value what we feel during a concert and believe strongly that it needs to be shared with other concert fans.

And to that point, I think it is very important for concert fans to do what all these fans have done on Twitter because it allows us to humanize, celebrate and personalize the concert experience.

Tweeting your emotions and concert moments is not mundane at all.  It’s extremely important and crucial to learning how concerts changes our lives and why we love live music.

And when we do tweet our emotions during shows, or our share emotional memories after the fact like @thegirlx did, our concert experiences become much more meaningful for the larger concert fan community.

It’s not all about you at that point. It’s about your fellow concert fans and the connection you just made by sharing your emotions.

At that point Twitter becomes not just a broadcast tool but an actual living breathing social network. But you have to engage in order to make that happen.

Are Your Tweets Creating a New Revolutionary Fan Community?

And what’s great about the connections we are making, or could make with other fans, is that with each tweeted connection we make on Twitter confirms that our concert experiences are no longer just an emotional escape.

And with each tweeted connection we begin to see the bigger picture and realize how our concert experiences have deep emotional value in the larger context of our lives.

And when this type of tweeting and social sharing happens on a large scale, a new dynamic community is created that has never existed before in the history of live music. And I get goose-bumps every time I think about that. You might even say I get “emotional.”

All this said, thanks to social media, I believe we are living in a extremely pivotal and revolutionary time in the history of concertgoing. And each time you tweet you are further solidifying just how important special these times are to you and the rest of the concert fan community.

That’s all for now. But like I mentioned earlier, this is an ongoing experiment and we’ll be adding to this post to uncover more details and discoveries about the tweets above. And we’ll be sharing our favorite weekly tweets every Friday morning, so stay tuned for more and follow along on Twitter @chriscatania.


What About Your Tweets?

What did you tweet during your last concert? How do you think Twitter is changing live music? Follow us on Twitter @livefixmedia and let us know what you think and we’ll share your feedback during a future episode of Live Fix Radio.




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