5.5 Things Umpiring Teaches You About Life and Social Media

“Your assignment is ready, if you want it, in a week.”

That was over a decade ago, when my life hit a crossroads. I could either take a job in a TV newsroom in the director track, or an assignment was waiting for me to become a professional umpire.

Although I chose the media track, with twists and turns, there are indelible lessons that being behind the plate taught me that also make me look at life and my work a little different than everyone else at times.

1) Do it 100%. And with confidence.

When you’re umpiring, like in life, people will constantly question your calls, even if the instant replay says you’re right. Why? They have their own agendas, and many times, criticism isn’t about you but their situation. That’s why it’s also important to “sell” the call. That doesn’t mean overdo it; it means go up, make your call, and stick behind it. Own it. It’s your call, because if you don’t, the whole ballpark will rain down on you.

2) It’s not about you. It’s about the game and everyone else.

A good or great umpire you never hear about. Umpires are, and maybe it’s my biased opinion, intrinsic to the game of baseball. Their calls keep the game moving; their pacing can make the game more fun. But if you’re talked about too much, you’re taking away from the game. That’s a humbling lesson a lot could learn in social media. In this era of “personal brands,” I so often see the “me me me” show across the blogosphere – and the people who are really making it? Actually cashing a paycheck for doing the work instead of the scheme of “here’s my kit to learn how to make zillions in social media?”

You don’t always hear about them. They may not have 25,000 Twitter followers. And if they are really active? They’re lifting others up, unselfishly.

That’s because they’re not always in front. The people who need to know who they are know them. And frankly, over the years, I’ve found companies that actually spend money usually prefer it that way. Much like in baseball, your name is on the lineup card, but if the broadcasters are talking about you after the opening lineup is read, you’ve done something wrong. They need to be talking about the game and the work of the players.

Wanna combat me with the “well such and such athlete has a sponsorship deal..?” Let’s get real. That’s maybe a couple hundred people. Unless you make millions of dollars to throw a football or a shoot a basketball, those rules do not apply to you.

3) Be consistent.

It’s said you can call any strike zone you want, as long as it’s in the same place all game. And that’s how you should be. Deliver, deliver, deliver. Every time in my life I’ve not been consistent is when I’ve gotten into trouble.

4) Make it fun.

I’d have a signature “Foul ball!” call. It made people smile and knew I was paying attention. If you’re having fun with it, in some ways, people know you’re actually involved because you know enough about what’s going on to crack a joke or two.

5) Safe is safe, out is out. Making the right call means some days a whole city hates you, and you will learn who really loves you when you come home that day.

Although the world is full of grey, safe is safe and out is out. It’s part of the allure of the game of baseball. Definition. And that definition is going to get people mad at you.

But it’s also good to remember that when you’re looking at the social graph or anything else; all of your friends may be going in one direction, and it may feel “cool” to be a part of something, but is that REALLY the space you need to be spending your time in, if you’re being a professional about this? Have you looked at the data and seen if maybe you’re leading your clients astray by having them in the “new cool thing” that actually overlaps so much with what you’re already doing it’s not worth the effort?

Are you clear on what you actually will get out of your work? Kudos are great, but don’t always pay the bills. Are you spinning your wheels in a direction that doesn’t line up with what you need to do? Or, do you need to change your model to fit with current conditions?

5.5) You can’t quit until the game is over.

One thing that irks me that I see all too often – people get the equivalent of an inning or two into a project, and then flake out. We’ve all done it at some point. But you gotta finish the game, no matter what. One of the hardest things when I first umpired – the girl I was dating at the time wanted me to go to a movie. Well, extra innings happened – and she kicked and screamed about it. Well, it turns out that my base umpire had a similar situation and left – and it was just me on the ballfield (to add insult to injury, that base umpire ended up going out with her!). I lost that girl (good riddance), because I should of just quit the game in her eyes.. but you can’t. There were 18 players, who knows how many coaches and whoever else counting on finishing the game. You can’t walk off the field. It’s a responsibility you can’t push off. Things happen. Just remember to set aside time when you’re not on the field for the ones you care about.

What did previous careers or hobbies teach you that you bring into your current occupation?

p.s. Thanks to Amber Naslund for pushing me a few weeks ago to do this post.

 

It’s time to quit on “Fail”

“Fail!”

“Never gonna happen!”

“Why do you keep trying these light filaments? You’re NEVER going to succeed!”

“Stupid idea!”

“That idea was a complete #Fail! Fire everyone there. You should hire me instead!”

That’s what Thomas Edison would of seen on the internet as he’s doing the thousands of experiments with his team to create the lightbulb, and reflective of what many say today about any topic. As he was a public figure even before project, the public reactions would of surely been worse.

And many times, when it comes to Detroit, some people have the same sentiments. I thought of this as I stood in front of the Edison fountain in Grand Circus Park yesterday, taking in the beauty as a young couple took their engagement photos in front of it and some folks were running around it like crazy (happy) fools getting soaked. Yet there are people who will inevitably say “that never happens, what were they thinking, they’re gonna get shot” even though I saw it with my own eyes (I didn’t take a picture of the young couple out of respect, but I can tell you, they were beautiful).

Frankly, anyone who has attempted anything has been at the bottom, one with our darkest moments. We really think we’re going to stop trying (I personally have been there).. take the road most traveled. But many times, if you look for it, there will be a light for you at that tunnel.

But you have to believe that light will be there and be open to maybe the solution being something you never thought of before. Letting go of a pattern you’re comfortable with is very hard. Letting go of old scores is very hard too, but also, necessary.

Look at the new Somerset retail partnership downtown – it’s a different way of approaching and trying something and seeing if it works. Who knows if it will. But they’re trying. Which is a lot more than most of the people can say who sit on the sidelines of any project and say, “it’ll never work!” or “it’s not REAL retail!”

Not to say don’t be realistic – there are many challenges to any great work and we should know they are there. Anyone who has ventured anything has been knocked down countless times. But the real measure of a person is the ability to get back up. The ability, as I’ve learned the hard way over the years, to not freak out but to focus and come up with innovative, positive solutions.

One thing to do is to not bring your mental resources to bear about what you don’t have – “if we only had financing, if we only had THIS, we can’t do anything unless we have THAT” (which I’ve learned that’s among the biggest self-defeating lies we tell ourselves as a culture). When you start ignoring that negative crosstalk (a chorus which will always arise when you make forward progress) and start thinking of different ways to overcome the challenge, it’s when you starting making something happen.

So I’m working on expunging the word “Fail” from my vocabulary starting this week.

It’s a “meme” as they say on the internet that needs to die, as it’s useless. The truly successful people I’ve met? They don’t revel in failure.

No one is perfect.. but I also call on you to do the same thing.

If you’re gonna criticize, be constructive and offer a real solution. Ask the questions you’re afraid to ask, because many times that’s the only way you get answers. Don’t be afraid to listen to people who do not agree with you and have reasoned arguments. Walk a mile in their shoes. Find new sources of information to get insights you didn’t have. Don’t completely surround yourself with people who look at the world the exact same way you do, as many great leaders in history have lost their way by surrounding themselves with advisors who only rubber stamp every idea without improving it or discussing it. Sit with someone way older than you and be a sponge to their knowledge.

Work every day realizing you’re not perfect. After all, the goal is not and cannot be perfection.. but progress.

The Double Lives Of Your Digital & Social Media Content Team

With a headline like that, you might think I’m going to tell some salacious tale of scandal, where your team is having completely inappropriate conversations and tearing your brand down left and right.

But I’m not. Because in general, they’re not.

The problem, however, is just as critical, if not worse. It’s apathy.

Take a look. Is your communications team leading a double online life? It’s a strong sign your strategy and content isn’t really strong enough and that you don’t have buy in from your team.

Dear Chief marketing/PR/head muckety muck of all things digital, before you go mandating they turn off their second accounts, please take a moment and listen. It’s not their fault. This is hard medicine, but the reason is probably because your content isn’t worth sharing yet. If someone’s heart is behind something, they’re willing to stand behind their work personally. You’re not in the sweet spot yet.

The bar of your content should be high – because in general, people tune out pure marketing messages in social media. They generally don’t go to Facebook to interact with ads, they go to interact with people. With all of this talk that digital and social are supposed to be different, I rarely see that “different” talk put into practice.

For instance, although people may “like” your page on Facebook, the reality is EdgeRank (their system for showing posts to users) can be really difficult to bust through and get visible. Facebook is generally non-linear and algorithmically curated content. In short, just because you posted the update, it doesn’t mean all of your fans (or even a majority) are seeing it. You need to create content that is “likable” to folks for it to start appearing (even if they hit most recent news, Facebook curates that and brands usually lose out in that curation).

The best way to break through that challenge is to be compelling, so that people in diverse yet somewhat connected social circles actually enjoy your stuff and share it themselves. Facebook knows it’s pretty easy to get a ton of junk “likes” to fan pages – so they’ve made it more than just about the raw numbers of “likes” your page has.

But if your own team has personal followers or friends, and then you end up making them (through mandate or content that is mundane) have some rarely used secondary account to fulfill the quota, you’re just eviscerating your efficacy, because those secondary accounts do not have the pull or interest that their “actual” accounts do.

Your team should be excited and proud enough about your content, many times content they created, to occasionally share without prompting or mandate. Additionally, you can’t ever expect them to blast their stream constantly and keep authenticity. The public can tell when there’s no soul – if the people involved are simply punching a clock – and that mandated share doesn’t really accomplish anything other than making that Tweet or Facebook Like button number go up one notch. If it’s forced, it’ll much less likely be the firestarter that jumps it ten or twenty.

So do a quick gutcheck. Review if you’re making content for yourself – or are you making it for the people you want to engage? Because when I’m doing reviews of things that aren’t working, the sad truth is that what’s being put out just isn’t good enough or it’s completely targeted wrong.

Many times music applies to life in other ways.. and here, I quote Stevie Wonder, “Just because a record has a groove don’t make it in the groove.”

Don’t be Stephen Clark

Or try to be the next Old Spice guy. Or the next.. anything.

This question came up at a meeting this week, where a business contact asked, “How do I become the next Stephen Clark?”

And I said.. you don’t.

And the air went out of the room. I didn’t tell him what he wanted to hear. (I do that a lot, by the way).

(For context to my national readers, Stephen is a television news broadcaster here in Detroit who has been in the news himself for his efforts around the #backchannel community on Twitter around the newscast).

Why? The world already has a Stephen Clark and a TV News “#backchannel.” The world already has an Old Spice guy. And frankly, Isaiah Mustafa is that guy. It won’t be you. The most interesting man in the world? Taken, too. And no one will ever say “fine Corinthian leather” like Ricardo Montalban.

The key isn’t to be the next anything. It’s to be the best you, and that’s not accomplished by trying to exactly copy someone else. In this emerging new world, the link economy means do what you do best, and link to the rest (a Jeff Jarvis line).

Sure, there were tweeting newscasters before Stephen – and fragrance pitchmen before Isaiah. But each person or character put their own spin and connected in a unique way and most of all had the right timing. It’s a complex series of events that create a star – or a recognized name – or a big brand.

And not all of those events and/or factors are in your control.

It’s also not always immediately fair how that timing shakes out, but what I’ve learned over the years is the arrows you took by being the first one up the hill come to serve you later. And rarely are those arrows fatal; if anything they make you stronger.

Admittedly, it’s hard work to take this path. It requires innovation, and living your career like everywhere there is a “no standing at any time” sign. And I know what I propose may be scary to some. But in a flat world, where there’s low barriers to entry, and everyone can and will copy your idea, innovation and moving quickly may be your only unique advantage. But the rewards are obviously there to be the first and only you.

Don’t give away all the keys to your social media accounts

I am against wholly third party managed Twitter, Facebook and other accounts. Because they simply don’t work as well.

I know. Some of my colleagues in the space are having a heart attack right now. But I don’t care as much about my company’s bottom line as I do the client’s, and the maximum benefit comes from an integrated, holistic approach.

I’ve tried both. Here’s the deal: the team, the INSIDE team needs to be part of the process, and share the keys and the voice. If your firm doesn’t have a desk or equivalent in the client’s office, experience tells me you’re not close enough to work with their social media. And working with social media is a communications function; not a standalone. We happen to stand side by side with PR, Marketing, and at times, Customer Service – but there’s also other uses for social as well. See, social media is none of them but all of them at once.. (remember, social media is not a profession unto itself).

There are agencies and consultants that do this with the big picture in mind. I know of more than a few. But I’m seeing this total outsource trend, and it misses the point in the name of more profits for the agency. Social media’s “special power” is that personal relationship. Focus on that personal relationship to deliver the maximum results for everybody: not just you, but your followers and community.

Bonus tip: if you want to really shine, make social media a part of your regular life. I have family who have met their significant others on Twitter; I’ve made some great, hopefully life-long friendships. And if you want to know a secret to really connecting, it’s that it’s more of a culture change, not simply a marketing, PR or customer service channel. There’s no “wrong” way to make it a part of your life, but do so.