On dev-ops, marketing, the c-word, and pneumonia

Posted by gminks in social media | Tagged , , , , , | Leave a comment

Pneumonia is a funny thing. For those of you who don’t know, I was diagnosed with pneumonia a week and a half ago. While I was at Cloud Connect. I can honestly say I’ve never been this sick in my entire life. It’s worse than the massive kidney infection I had when I was 8 months pregnant. Or the appendectomy that happened when I was six months pregnant. (Yes same kid. She obviously inherited tenacity from the get-go).

I’ve had to just lay in bed for 12 days now. This blog has been written and re-written several times in my head, but today is the first day I’ve had the energy to sit up and write it.

One of the things I’ve been laying in bed thinking about is how social media tools are being used for marketing. I jumped to marketing from technical education because I wanted to blog and learn and talk about all of the cool new emerging technologies. I wanted to do more than maintain courses on legacy technologies  for a corporate training organization. And isn’t marketing really just educating people about what your company can offer?

Social media gives all of us the ability to find experts on all sorts of topics . Hell, you may be the expert – maybe you find a blog or a video or a message board that sparks innovation by giving you a different angle, a different definition. Then you share your innovative idea with others – and you banter and argue and everyone learns a ton.

For businesses, harnessing the power of the experts inside and outside of your organization can be a very powerful thing. Unfortunately, that’s not what I’m seeing in the world of marketing. Lots of the traditional marketing viewpoints – reach, eyeballs on the pages, crafting and controlling the messages seem to be much more important than telling the company’s story from the viewpoint of external and internal experts.

You may have seen me talking about the “C-word” on Twitter. The c-word is Community. I started using the c-word after talking to some other social media folks who had also noticed in meetings about new social media plans, lots would be said about various social media tools, keywords, even metrics, but nothing was ever said about how this plan would impact and build the community. It’s almost like community is a dirty word!

I think the support groups in an organization – e.g. Education and Marketing – really need to step up and start changing the way they do business. We need to stop applying the old way of doing things to these new social media tools.  We are the teachers, the story tellers. Why aren’t we telling stories, teaching our communities? Why are we just making plans to tweet and blog and chatter? Let’s take advantage of the promise of the tools – and change how we do things!

One of the few conversations I was able to have at Cloud Connect was with Brent Scotten of DreamHost. We mulled over the idea of what will happen if the whole devops movement really takes root in organizations.  The devops movement is about the operations and software development teams working together to create the best infrastructure possible in order to quickly develop and deploy software. If those teams work as a well-oiled team, and the company’s product is getting better faster because of it, marketing and education can’t be add-ons. These groups can’t continue to business like they did last century when the bread and butter of the business has moved on to doing things a new way.

I love this point the Agile Admin makes in a post about the definition of dev-ops:

The point is that all the participants in creating a product or system should collaborate from the beginning – business folks of various stripes, developers of various stripes, and operations folks of various stripes, and all this includes security, network, and whoever else.  There’s a lot of different kinds of business and developer stakeholders as well; just because everyone doesn’t get a specific call-out….   The original agile development guys were mostly thinking about “biz + dev” collaboration, and DevOps is pointing out “dev + ops” collaboration, but the mature result of all this is “everyone collaborating”. (emphasis mine)

These days I’ve had to lay in bed have allowed me to really reflect on who I am. I’m a community builder, an educator, a story teller. My forced shut down reminded me how important those things are. Looking forward to getting my strength back and getting back to work to try and to help people see that community isn’t a bad word.

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