It’s a time for the individual. Social media has unleashed personality, and delivered the power of opinion and voice. We can each become individual superstars in our own right. But great leaders will see social media as an opportunity to do more than become well known.

Frank Gruber, Aaron Brazell, Brian Solis, myself, Nick O’Neill, and Rohit Bhargava. Image taken by our own Qui Diaz.

See, it’s somewhat difficult to be well known in the community, but in reality, many people are doing it. That person — the influential — can be found within two to three percent in any given market segment. Some can just be considered internet famous, others are true thought leaders.

But how many of those leaders are creating the next generation of thought leaders? Or do they prefer to shine on their own?

Lee Iacocca was a man who turned around Chrysler. But once his fame distracted him and he eventually left the company, Chrysler collapsed. There was a leadership void. Lou Gerstner turned around IBM, and groomed another generation of leaders to supersede him. Like him or hate him, Jack Welch also developed a corps of leaders at GE.

Bill Walsh not only coached the 49ers to three Super Bowl victories, he mentored ten head coaches who won or led their teams to Super Bowls (totaling 7 additional victories, collectively).

I believe that you have to pass on your skills. Nothing that I have, nothing that is in my head is really, truly mine. Mentors, influencers, and authors have all directly or indirectly passed their wisdom on to me, giving me the tools that I needed to succeed.

It’s my personal belief that I am obligated to give away what was so freely given to me. Great leaders know they are a product of others, that they are there to be of service to their organization, and as such, act as trusted servants.

At Livingston Communications and publicly on the Buzz Bin we live this ethos. That’s why you see other people like Qui (recently featured on BlogHer) and Larissa Fair delivering quality content on the blog, and making a name for themselves in social media. Newer bloggers Marinel Mones and Mike Nelson are learning how to deliver quality content to you every week.

In my opinion, the greatest result of this company can achieve is not the societal change we can affect for our social cause clients. Nor will it be the results-oriented marketing campaigns we create for companies. These — while worthy results — cannot compare to enabling the next generation of great communicators.

It’s hard to make it, and then make a difference in your profession. But it’s even harder and more worthwhile to build heroes who can affect more change. There is great satisfaction in helping others succeed and achieve results that benefit society. It’s my great hope that we can deliver meaningful growth and actionable experiences to our team members.

Though the acquisition is off, we’re still planning on some changes to the Buzz Bin.  Namely, the blog and the readers would be better served if we split the content into two blogs. We feel like we’ve got a lot of great content, some strategic and some tactical.

First would be the Buzz Bin, which would continue with 2-3 Livingston posts a week, Qui Diaz on social media for social good, and interviews of leading voices. We anticipate adding a third strategy oriented voice to the blog in the next month or two. The leaner and meaner Buzz Bin would begin in its third major retooling on September 8.

Second, Livingston Communications would start a new blog, which would focus more on tactical execution. Larissa Fair would be the lead voice, and she will be accompanied by our weekly columns from Marinel Mones and Mike Nelson, Buzz Meter and Blogs of Fire, respectively.  The second blog would launch in mid-October.

As the Buzz Bin is as much yours as ours, we definitely want to know if these changes work for you, or if you prefer to keep the blog as is. Let us know.

“Our mission is to break the world’s oil addiction.”

Compliments of September’s Wired cover story, I learned of Shai Agassi’s phenomenal start-up Better Place. An admirable mission as Green is my number one current cause. And social causes have rapidly become critical professional matters for those of us writing on the Buzz Bin.

Shai (see his blog here) abandoned a promising career at software giant SAP to fulfill his quest to end oil dependence. His vision of all electric cars is so ambitious it makes your mouth drop. Forget GM’s broken Volt model. Instead, envision battery power readily accessible through a networked grid everywhere. And the cost? One third of the gas-guzzling fuel costs the average American spends.

Impossible you say? Yet he has Renault, Daimler, the Israeli and Danish governments, powerful investors, and talented individuals across the globe getting in line behind him. He is attracting the world’s most incredible minds, and breaking so called rules left and right. And he is likely to break current paradigms for hybrid and electric cars.

Why? Because he was tasked by fellow entrepreneurs to change the world, to make a difference for the environment. In his relentless passion to achieve what he sees as the world’s biggest environmental challenge — oil addiction - he has turned the heads of many, and may become one of our generation’s greatest heros. I hope so.

Many times on my personal blog (this piece is cross-posted there), I’ve stated a definitive intent to use my communication “powers” for good.

At Gnomedex this weekend, I will have the great pleasure of meeting Beth Kanter, one of the leading change bloggers out there. Beth’s work is so prolific we felt compelled to interview her yesterday. Voices like hers, like la Marguerite, like EcoGeek, speak to me every time I open my reader. It’s dedicated, 110% committed people like these change bloggers, like Agassi, that let you know the impossible can be achieved.

Inevitably my mind returns to our internal mission: Building a significant social cause practice, and using our social media skills for good. In the past week, we’ve made several steps that have put us in position to kick some real butt on behalf of organizations trying to relieve poverty, end genocide, educate America, and more.

We live once. No one will remember us for marketing body armor, wireless networks, cars, software, etc., etc. What will your legacy be?

Yes, we have to pay the bills. Not everyone can direct corporate strategy in this way. Or maybe you can just quit like Agassi — like me — and start your own company. But all of us, every single one of us can do more. As communicators we have the ability to help in ways most people cannot. We can use social media and traditional channels to heighten public awareness, help fundraise, and build better companies. And it’s hard to imagine that there isn’t some cause that every person holds dear to their heart.

2008 is 66% over. What are you doing to make Earth a better place this year?

Some of you may have seen the news today. I’ve sold Livingston Communications to the Toronto region’s Social Media Group (SMG). Maggie Fox, CEO of SMG will be my new boss, and I will serve the organization as Executive Vice President, Americas (Image: Maggie and I at Ford Headquarters last week).

Basically, I will serve major accounts as a lead strategist, head the DC office, market the company and continue blogging at the Buzz Bin (which will get a resulting content upgrade). There’s lots of coverage, and yes, even a press release (oh boy), so check it out for details.

Some of you may be asking why did he do this, so in Letterman fashion here are the top ten reasons why I sold out:

10) Maggie has bigger sunglasses than me. Have to respect that.

9) I like Maple Syrup.

8) Now I get to do what I like, and pass the bills, HR matters and computer problems to Maggie. What a great lady!

7) Family reasons, a Washington DC favorite for government official resignations. Cliched, but true.

6) Air Canada has a great frequent flyer program.

5) I was hoping to get a discount on a Ford Flex.

4) I can’t stand watching the large agencies of the world continue to guide large social media programs, often ineffectively. Together we have the strength and breadth to compete head to head with the big guys. I’m looking forward to it!

3) Canadian companies have better benefits. Shocking.

2) My internet, nano fame created a fat head. The best way to deflate my king size ego was to take the name off the door.

1) I’ve spoken to several potential buyers over the past eight months. Maggie Fox is the one CEO that I felt comfortable trusting with my career, my team, my company and its clients. She is a winner.

To our bright future as Social Media Group members!

The following nine minutes represent the first part of my keynote speech at this week’s Greater Baltimore Tech Council Social Media 101 event. Topics include the boom, why social media is important, and common corporate mistakes (nine minutes).

Our regular interview series will return next week with Director Tom.

MediaPhyter Jennifer Leggio has the goal of raising $10,000 for Team in Training, the fundraising arm of the Leukemia and Lymphoma Society. Team in Training funds medical research for blood cancer cures and provides patient and family support programs.

To help do this she has secured the time and creativity of some of the smartest folks in the marketing/digital/social media space. This includes two hours of my time donated by the team here at Livingston Communications. 

Auction Details: Two-hour phone consulting / brainstorming session valued at $1K. Bidding begins at $100. Full details are available on the Geoff Livingston eBay auction site.  This is a great way to get me on the cheap (at least until the auction hits $600 or so), and do good at the same time.

Of course there are other consultants you could buy, if you are really excited…

Other Social Media Players Participating

Chris Brogan uses social media and technology to build digital relationships for businesses, organizations, and individuals. He has merged his experience in technology (enterprise IT and wireless telephony) with his passion for social media, such that he’s showing organizations how to use these tools inside the firewall, as well as to build authentic conversations between coworkers, customers, and even competitors. Brogan is cofounder of the PodCamp unconference series (with Christopher S. Penn), exploring the use of new media community tools to extend relationships and build value.

Auction: Speaking engagement anywhere in the U.S. valued from $5K-$10K. Bidding begins at $700. Full details available on the Chris Brogan eBay auction site.

Joseph Jaffe is one of the most sought after consultants, speakers and thought leaders on new marketing. He is president and “chief interuptor” at crayon, a strategic advisory group that helps companies “join the conversation” through the power of community, dialogue and partnership. He has spoken to audiences in North America, London, the Netherlands, Turkey and South Africa and to companies including Yahoo!, JWT, Modem Media, Conde Nast and iVillage. In 2007, Jaffe authored the book Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue and Partnership.

Auction: Dinner and brainstorming session in the New York / Connecticut area valued at $10K. Bidding begins at $1K. Full details available on the Joseph Jaffe eBay auction site.

Aaron Strout is vice president of social media at Mzinga, a Burlington, Massachusetts-based provider of online communities and social networks for businesses. In his role, Aaron focuses on blogging, podcasting, webinars, blogger relations, and evangelizing the benefits of social networks for business. In addition to his knowledge of the interactive and new media landscape, Aaron has more than 15 years of online marketing and advertising experience, with a strong background in integrated and online marketing.

Auction: Two-hour phone consulting / brainstorming session valued at $1K. Bidding begins at $100. Full details available on the Aaron Strout eBay auction site.

Greg Verdino is a recognized expert on business and marketing innovation, emerging technologies and Web 2.0. Equal parts marketer and futurist, Greg has made a career of identifying key trends and helping companies turn disruptive changes into a real, sustainable business and marketing advantages. He works as Chief Strategy Officer at crayon, a strategic advisory group that helps companies ‘join the conversation’ through the power of community, dialogue and partnership. He has been profiled in and quoted by a wide variety of business and news media including Advertising Age, Adweek, BusinessWeek, Forbes, Marketing News, New York Times, Newsday and the Wall Street Journal, as well as on television news outlets including CNBC and Fox News Channel.

Auction: A 60-minute keynote speech or 1/2 day workshop anywhere within the U.S. or Canada valued from $5K-$7.5K. Bidding begins at $700. Full details available on the Greg Verdino eBay auction site.

The DC chapter of Social Media Club will meet at 6:00 pm on Thursday, June 5 at Barnes & Noble in Clarendon to have a book discussion featuring the authors of Now is Gone, Geoff Livingston and Brian Solis. They will share their insights on this wonderful world of social media. If you missed the official book launch party in November, this is a great time to meet with both authors and also get your copy signed!

Books will be available for purchase on-site at Barnes & Noble. There is ample garage parking, some metered street spaces, and the store is metro accessible at the Orange Line’s Clarendon stop.

Light refreshments will be served.

Please feel free to join us for an informal dinner and drinks gathering at Whitlow’s on Wilson from 7:30 pm to 8:30 pm.

Hope to see you there!

BOOK SIGNING & DISCUSSION
6:00 pm – 7:30 pm
Barnes & Noble – Arlington
Clarendon Market Commons
2800 Clarendon Blvd. Suite 500, Arlington, VA 22201

DRINKS AND DINNER
7:30 pm – 8:30 pm
Whitlow’s on Wilson (beach bar, to the left in the back)
2854 Wilson Blvd.
Arlington, VA 22201

RSVP
Please RSVP to Larissa Fair via larissa@livingstonbuzz.com no later than Tuesday, June 3.

FACEBOOK: http://www.facebook.com/event.php?eid=19475921561

Our next SMC-DC meeting will be May 15 at Viget Labs. We welcome Chris Dorobek, Editor-in-Chief of Federal Computer Week. Chris is no stranger to social media, and he will share his experience with blogging and social networks (visit him on Twitter and Facebook), as well as his opinion of government and military use of Web 2.0.

The federal government strives for collaboration between the different departments and units it holds. The government is still experimenting with social media, with the wiki Intellipedia already in use for the intelligence community, and even the Department of the Navy’s CIO dipping his toes into blogging.

So how else is the government using social media? Are they ready for it, and what’s the value for them? Come discuss the current and future state of Web 2.0 as the government views it.

More details:

Please RSVP by Tuesday, May 13 to Larissa Fair.

Special thanks to Viget Labs for hosting the event.

Date: Thursday, May 15, 2008

Time: 6:30 pm – 8:00 pm

Location:

Viget Labs headquarters

400 S. Maple Avenue, Suite 200
Falls Church, VA 22046

Facebook: http://www.facebook.com/event.php?eid=19100475790

Today represents the two year anniversary of this blog (image by Matt McGee). The first post was written the night before the launch of Livingston Communications. Here is an excerpt:

This NewCo is an experimental mix of marketing excellence and ethical principles, similar to those that a classically trained journalist would deploy. The foundation is honesty in marketing and public relations, a dignified approach to doing business in the modern world. Mixed with aggressive, intelligent strategies, tactical marketing works better under these conditions.

With the marketplace becoming increasingly skeptical of marketing and PR messaging, honest communications may be the one of the best ways to succeed in the future. It will at least separate many companies from the mediocre marketing that is commonly used today. I believe in this theory because in my past practices it has worked with resounding success. As a sole proprietor, I can offer this kind of strategic and successful marketing all of the time.

After two years, four additional full-time employees (one of which has yet to identify themselves), permanent offices on the way, 679 Buzz Bin posts and one book, I can say we’ve done a lot to prove this vision. Perhaps the best thing about this blog is all of the many like-minded individuals it has introduced me to. It’s been an honor. Thank you for your support.

What better way to celebrate two years than provide access to the powerpoints that Kami Huyse and I developed for NewComm Forum. There is some overlapping content between the two, but the first one is from our three hour session on integrating social media. The second powerpoint is being given today and discusses how to build a brand using social media.

Once in a while I get a client who will let me talk about our work.  Tomorrow my client FindWhere starts a beta for a free buddy finder service at Livecontacts (actually the lights are already on). The special thing about this launch is it changes a paradigm, making GPS location information on smart phones available to its users for free, a natural evolution from Web 2.0’s democratization of content.

The successful integration of location data into social applications could have far-reaching implications for the web. Everything we do will have context, suddenly providing real geographic presence to our activities. Tweeting that you are going to Barnes & Noble could result in an informal meet-up. Conferences like SxSW could become veritable geek-meet fests. Finding teenage children?  Locating lost phones? Location-based social ads?Etc., etc.

Buddy finders and find-me, follow-me services have been talked about for some time. There have been several barriers to success, which have now been overcome:

1) Freeing GPS location charges.  You cannot underestimate how important this is.  Because Internet users expect location information for free, pay-for-use plans have dramatically inhibited the growth of location-based applications.

2) Phones did not have GPS chips enabled

3) Social networks were not as predominant a concept. Now social web technologies make networking mobile phones together a real possibility.

Several other companies are trying to do this, too, usually for a small fee (Loopt, Rummble, and Whrrl).  All systems have their challenges and limitations based on the technology they use to track and to visualize.

For example, Livecontacts has a global approach using GSM networks (based on more than 200k apps tracked with FindWhere’s main service), but in the U.S.A. that means cdma users (Sprint and Verizon) are out of the picture.  You can thank a bad FCC decision in the early 90s for that one. Also, the phones that are actually capable of GPS location tracking are also limited, though expanding all the time.

Livecontacts will evolve over the next few months, making it a much more socially catalized application.  Badges for blogs and widgets for social networks plus the ability to see Livecontacts maps from your handset (currently on PC only).

It’s going to be exciting to see how far this location movement can go. To me, mobile and localization represent significant aspects of the true next generation of the Web, and I’m thrilled to be part of it. Anyone who wants to join in can friend  me on Livecontacts.