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Do you know what WOEID means? I didn't until I started research on a presentation about social media and privacy. WOEID stands for Where On Earth ID. Believe me when I tell you information about where you're at and what you're doing is being collected all the time.

Where On Earth ID (WOEID) describes your location in a more friendly way than longitude and latitude coordinates. I hadn't really thought about why this information is important to anyone but, obviously, it has a lot to do with targeted advertising. While that makes perfect sense to me, I'm not all that comfortable about the amount of information being captured about me.

"It's highly likely that if you have had a public profile or website that has publicly accessible data, it's been indexed and identified by someone." Tribalytic.com

According to Tribalytic, a social market research tool focused on Australian tweets, data is extrapolated in a number of different ways. While Tribalytic is only concerned about Twitter, all your social media activity is being examined in the same way, for the same reason. If they can find where you are, what you like, and what you're likely to buy, they can sell you something.

How is WOEID determined?
Some of the ways your information is being identified and attached to you are obvious. However, if you're like me, some of it isn't so obvious and some it is even surprising. Here are 11 ways personal data is being collected and indexed about you.

• GPS coordinates from your mobile phone, computer, car or any other GPS device
• Geo tags derived from user profiles like

www.trendsmap.com

• Your time zone
• Yahoo's Placemaker – a free geoparsing Web service for feeds, web pages, news, status updates
• Language identifier – helpful when your `location' isn't enough to confirm your actual position, e.g. `Paris' could mean France or Texas but the language identifier would resolve the confusion
• Text Mining What you're talking about in your social media activity helps position you
• FourSquare and other social media tools using the auto posting feature
• Network theory You probably live where your network is located
• Publically available APIs for nearly every social media site including Facebook and Twitter
• Details from your extended social network including blog, Facebook, Twitter, LinkedIn, MySpace, etc.
• Paid services also known as online detective agencies

Collective Intelligence
It's not just the information you share about yourself, it's also the information your family, friends and colleagues are sharing about you, as well. Essentially, you relinquish your personal privacy when you participate in social media. It's worth remembering once information is posted to a social networking site, you no longer own the data. Another niggling problem, in my mind, is the data lives in perpetuity. Lastly, a site's privacy policy is not set in stone. They change frequently and if the company is sold, the privacy policy is usually rewritten.

If you're a woman living in the Perth area, I'll be speaking on the topic of Social Media and Privacy at a breakfast event hosted by Women in Technology, Western Australia on 27 May. No membership is required to attend the event all women are welcome.

What surprised you about WOEID?

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Image credit: Planet Earth by projectarchive.net, on Flickr

Have you ever changed your opinion about someone because of a social media posting they made? The past five days have provided many opportunities for social media suicide starting with the Royal Wedding and ending with the death of Osama bin Laden. The behaviour of the masses is predictable as watching waves roll onto the beach.

First Wave The Announcement
There's no such thing as a scoop anymore. Breaking news happens in real time. I found out about the death of Osama bin Laden on Twitter. (In fact, any time you see the name of a famous person trending on Twitter it's a good bet they've passed away.) Within seconds of the first report, everyone on Twitter is sharing links or retweeting news.

Second Wave The Reaction
On the heels of the announcement, people begin to post their personal reaction to the event. Whether good or bad, people want their emotions to be on record. It's also the first opportunity for you to offend someone in your network with a personal reaction to a public event.

Third Wave Making an Impression
My mother used to warn, "Don't get cute" meaning she'd had enough nonsense from my siblings and me. I see the same thing happen in social networking. Once the initial reaction to a news event is over, people want to make their mark by saying something pithy and clever. Usually a hardball game of one upmanship starts. This is when trouble really sets in. Unless the event is happening in your industry, weighing in with an opinion has as much chance of offending as impressing.

Fourth Wave Defensiveness
It doesn't take long for people to become uncomfortable under the weight of public opinion. When people celebrating the death of Osama bin Laden were chastised on Twitter, many of them started to back pedal. It's about this time famous quotes start appearing to either support or attack a position. When people are at a loss for words, they tend to grab a book of quotations and try to bail themselves out.

Fifth Wave Repetition
Regardless of the story, it doesn't take long for common themes to become extremely boring. Depending on the number of people in your network, potentially thousands or tens of thousands of people are expressing similar emotions. Brands spend considerable effort trying to differentiate themselves in the marketplace but a big news story puts you on an even playing field with everyone else.

Avoiding a social media wipe-out
You might have another wave to add to this but if you've been using social media for more than a couple weeks, this cycle will be familiar. I have to confess to experiencing a "here we go again" moment when I first read about Osama bin Laden on Twitter. As expected, I witnessed plenty of serious brand damage both professional and personal – while people shared their personal reactions.

Here's my best advice to avoid getting caught in the trap of a big story:

• Unless the event directly affects your operation, make no comment whatsoever. This is the time to speak to your close network in person, on the phone, or via email. It's not the time to make public proclamations.
• Be aware your customers and prospects may not share your value system. I once saw an off-colour comment a client of mine made on Facebook about people who take public transportation. It immediately changed my opinion of him and, ultimately, his business. I no longer believed his claims of treating everyone the same, no matter their economic situation.
• Emotive events are the perfect opportunity to offend potential customers. Make sure what you have to say is worth losing business over.
• Your clients don't need to know everything about you. What you say in the heat of the moment can have long-term impact.
• Trying to be humorous in the light of a tragedy is a really bad idea. A YouTube video you think is super funny could drive a loyal customer to the comforting arms of a competitor.

The Exemptions
With very few exceptions, anyone using social media for business purposes would be wise to avoid joining the commentary regardless of the event. The people I expect to see entering the fray are:

• The media — Traditional media have hard rules about reporting with objectivity being the hallmark. When a big story hits, I turn to people like Gareth Parker and Latika Bourke to let me know what's going on.
• Professional comedians — Rove, David Letterman, and The Chasers are trained professionals. Leave the wise cracks and smarty pants opinions in their capable hands.
• I expect pundits and political tweeps to state their position and back it up. These people willingly walk a fine line with public opinion and are prepared to suffer the consequences if someone disagrees with him. One of my favourite tweeps, @s_dog does a brilliant job of stirring the pot with a heavy dose of responsibility and compassion. I don't always agree with him but I always respect the intelligence behind his posts.

A parting conundrum
While it might make perfect business sense to refrain from commenting in social networking sites when a major news event is going on, it's not as easy as it looks. Even remarks of empathy can be misconstrued or reinterpreted especially when all you have is 140 characters to state your opinion. Still, part of achieving success in social media is to inject transparency in your communications. When the biggest event in television history is being aired or the most wanted man in the world is stopped, it's extremely difficult not to jump in. Tread carefully.

Have you ever seen a post you thought was a bad idea?

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When was the last time you had an assignment? One of the great benefits of content marketing is getting published without having to go through a query process. While freelancers live and die by the query letter, many full-time writers are assigned projects by an editor. While I love the autonomy of publishing my own content most of it through my blog – being "on assignment" can be really valuable.

I was recently asked to speak on the topic of social media and privacy. I readily agreed to do it even though most of my experience with social networks is focused on practical advice for business usage. I wouldn't normally have tackled the privacy issue but the obligation to stand up in front of scores of people and speak with authority motivated me. It also proved invaluable for my content efforts.

Here are seven ways an assignment invigorates your content marketing:

1. Puts you in research mode
I'm a social media practitioner with several years of practical experience. I have strong opinions about privacy but I needed to do a fair bit of research to write and present intelligently. Going into research mode definitely gives depth to my blog posts and lends a desirable quality to my content.

2. Tests and expands your network
One of the first things I did when assigned my topic was to reach out to my network for help. Within hours, I had great resources and introductions to new people I wouldn't have encountered if I'd attempted to do the research on my own. While a network may seem like an intangible thing, an assignment will return tangible results. People I have never met willingly shared their content and research notes. It's a wonderful benefit.

3. Exposes holes in your network
Getting help when you ask for it is fantastic. Perhaps more valuable is not getting what you need. When you lodge an appeal and your network doesn't come through, you have a valuable indicator to spend more time cultivating the right followers to fill the gap.

4. Opens you to a new audience
Writing on a different topic or a different angle on a topic you usually cover allows new readers to discover you. I've had several new followers on my Twitter account and new subscribers to my blog post since I started writing about privacy. I've also got new keywords on my blog and on my Slideshare account which are bound to attract new viewers.

5. Extends your credibility
Delving into different areas of your expertise and working outside your normal comfort zone works to enhance your overall knowledge base. When you do that, you've also enhanced your credibility. Your audience recognise your efforts whether you're blogging, presenting, writing a white paper or publishing any other content.

6. Forces you to change your focus
One of the hardest things about content marketing is coming up with the goods for new content. Some people call it writer's block; others refer to it as content fatigue. When you accept an assignment, you start viewing things differently and the creative juices are stimulated. Not only will your blogging be invigorated, you'll probably be inspired to create other content, as well.

7. Opens new avenues
Your content will enjoy new readership and, as a result, new opportunities will arise. My last blog post on Social Media and Privacy was picked up by Social Media Today. The same day it was published, a producer from the BBC World `Have Your Say' radio program contacted me through Twitter and email with an invitation to participate in an on-air radio discussion in London. If I hadn't taken the assignment, I never would have received the invitation. Note: I wasn't available for the discussion but the producer made a point of telling me he'd be in touch in the future.

The take-away
Generating original content can be an extremely demanding exercise, especially for the majority of us who don't do it as a full-time job. While taking an assignment can increase an already busy workload, the benefits are immeasurable. Reach out to your readers and customers and ask them what content they'd like you to publish. You might be surprised at how well being `on assignment' works for your content marketing efforts.

When was the last time you were `on assignment'?

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Last week I spoke about Social Media and Privacy at the Australian Computer Society in Western Australia. I was anxious going into the first presentation because the topic is so broad. I wasn't sure what the audience was going to expect. Because I was limited to an hour, I decided to narrow in on how personal privacy can be eroded in social networking environments.

Big Brother Meet Mark Zuckerburg

Privacy is valued differently by different generations and I was acutely aware my American upbringing during the Cold War defined my feelings in a way younger generations can't appreciate. (It seems vendors don't value it either; Apple was fingered for violating the privacy of iPhone users.) As a fan of social media, the last thing I wanted to do was incite paranoia. As the room filled with people of all ages, I knew we were in for lively debate.

Paradigm Shift in Social Norms
Tim Lisko, aka @PrivacyWonk, generously answered my Twitter appeal for information and provided me with excellent resources to fuel my research. He also illuminated the driving force behind all concerns about privacy issues in social media, as noted by social media researcher Danah Boyd. Historically, human conversations were private and made public only through concerted effort. In a social media environment, all conversations are public unless you explicitly make them private and that's not always easy to accomplish. While on the surface this seems obvious, once you become comfortable operating in a social network you often forget about your own privacy. You revert back to the idea you're having normal human interactions which we're conditioned to know are private.

The Comfort of Strangers
With over 200 mature social media tools in operation, it's hard to make generalisations about the way we behave when we're using them. Still, nearly all of them rely on basic human nature. In a post by Alexander Korth at ReadWriteWeb, he outlines what creators of these tools know for sure:

• We're more reserved in face-to-face situations with people we know. We perceive greater risk, and are therefore more private, when communicating with people we know.

It's much easier to confide in a stranger, especially if you're in the comfort and privacy of your own environment.

• Social networks provide a game-like atmosphere where collecting friends and building big followings are desirable. A plethora of articles and blog posts have been written about the value of quality over quantity of connections in social media. Why? Because we're wired to think more is better and there's no such thing as too much.

Mixing Business with Pleasure
The appeal of linking to strangers and building big networks is exacerbated by the fact most social media tools don't have very good ways to segment your connections. When a tool does have this feature like Twitter lists or Facebook groups they're ineffective or rarely used. Even when they are implemented, people often relax their own rules and usage as they become more active in the network. It's often the classic case of good intentions. Networks quickly become a jumble of everyone you know – and many you don't – as you become entrenched in a favourite channel. The most effective way people segment their networks is by using different tools for different groups, i.e. LinkedIn for professional networks, Facebook for family and friends.

As I said in the beginning of this post, privacy is a broad topic. Ascertaining your risk requires recognition about how the tools work and how we relate to people we encounter while using them. Regardless of your position, it's important to understand social media is designed to encourage people to abandon privacy. We connect with people we don't know and we do it often. And, perhaps most importantly, social media is happening in real time. Our networks are interrelated in ways it's hard to comprehend. It used to take days or weeks for a town gossip to inflict real damage. Reputations can be ruined on a global scale within minutes.

How is this information reflected in your own experiences?

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Do you remember the first time you fell victim to too much information in a social media network? I'm referring to that feeling you get when someone shares personal information you're not necessarily comfortable receiving a feeling you've invaded someone's personal privacy simply by being connected to them in a virtual network. It's become common for people to compromise their own privacy but I often wonder if they even realise they're doing it.

Social Media circa 1993
I distinctly remember the first time it happened to me. I was on contract to IBM UK in the early `90s. Long before Craig's List, someone developed an intranet application to sell used cars, sporting equipment, baby furniture, books, and anything else you no longer wanted but still held value to other people. It was an instant hit. We all marvelled at connecting with previously unknown co-workers in other locations over common interests not related to work.

Early example of `oversharing'
The forum quickly grew in popularity and the listings bulged. Circumventing the jumble sale, it was the first toe any of us put into the e-commerce water, albeit a very primitive model. Once the practice of advertising and selling online became widespread, it didn't take long before a thread of unease set in. A young mother listed her breast pump. A meek man tried to sell racy novels. Discussion ensued about decorum and posting rules.

Technological Invasion of Privacy
Compared to now, these are mild examples of oversharing. In 1993, a common question was why someone would want to reveal so much about their personal life. In an era where people are `sharing' and `liking' every mundane detail of life, it takes a remarkable effort to shock us. And yet it still happens. The recent Skype sex scandal in the Australian Defence Force would have been unthinkable only 10 years ago. While completely distasteful, most of us have come to accept an invasion of privacy through technology as a fact of life.

Voluntary Erosion of Privacy
For as much as I enjoy social media and benefit from active involvement in social media channels, the privacy question is a big issue for me. We're being encouraged to barter our privacy away for the prize of more followers, more connections and more information. While we may think we're being careful, the technology is becoming more adept at tracking our every move and extrapolating information from our social networking activities.

Social Media and Privacy
I'm speaking about this very topic, Social Media and Privacy, at the Australian Computer Society this week. Both the session in Perth and the one in Bunbury are open to the public. If you're in the area, plan to come along and join in the discussion. My talk will focus on what people can do to stem the erosion of personal privacy.

What are your concerns about social media and privacy?

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