Field Notes Inside an Integrated Communications Agency

That was my initial thought when I walked into Capstrat on the first day of my internship. Dressed in a business suit and armed with a calendar, folder and notepad, I felt like I was ready for anything.

That was until someone sped past me on a scooter.

I'm not sure if I expected pale gray walls with long, rectangular boardroom tables and bland, uptight people—but one thing's for sure: Capstrat has been anything but bland. The office just breeds creativity. I never imagined that I would take part in a "brainstorm session" that encouraged us to think creatively while listening to music and drawing on the table and walls.

I felt as if I had stepped into an alternate universe where not only did people actually enjoy each other's company, but they also seemed to enjoy working. This attitude quickly rubbed off on me.

I anticipated learning a lot this summer and so I was prepared to do more listening than speaking. Indeed, I learned much, but one of the best lessons was to stop whispering and join the conversation.

It's been a whirlwind of meetings, projects, research, writing, great food (yes, I had to emphasize that) and awesome people. But I didn't expect so much encouragement to provide my own feedback and share my talents and ideas. Capstrat wanted to learn as much from me as I from it - a conversation that would lead to my personal progress. It's this conversation that I will cherish most about my time here.

Yet, thanks to social media, I know that the conversation is far from over.

That's all social media is—one big conversation to which we all can contribute. With so many people talking, progress is inevitable...that's the best part about it. On my last day here, as I look around at the friendly faces that have become so familiar, I don't really feel like I'm leaving Capstrat. I've become a part of something much bigger than myself and I'll be honored to help keep the conversation going. To everyone at Capstrat: thanks for inviting me in!

President Obama, Vice President Joe Biden, Dr. Henry Louis Gates Jr. and Sergeant James Crowley got drunk last Thursday night during their "Beer Summit." They danced the night away to Vice President Biden's raunchy karaoke rendition of "Baby Got Back." After forgetting to reflect on the state of race relations in America, an intoxicated Sergeant Crowley later arrested both President Obama and Dr. Gates for disorderly conduct. Can you say, "Here we go again?"

(DISCLAIMER: The statement above is completely false and is not intended to defame the character of any aforementioned parties or groups).

Obviously, I was joking. I had to add that disclaimer, just in case. It's easy to get carried away with social media, isn't it? Many social media sites, especially Twitter, allow us to feel creative, expressive and free to say whatever we want. It's easy to think, "Who's really paying attention to my rambling?" Well, somebody is, and that somebody may consider your free-tweeting to be offensive or even libelous. That's when it gets messy.

Chicagoan Amanda Bonnen is being sued for $50,000 by Horizon Group Management, a realty group that owned her former apartment. Why? Because of a 90-character statement that she made on Twitter to a friend. The Wall Street Journal's blog reports that Bonnen tweeted:

"Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it's okay."

Frustrated with a slow response to her complaints of a nasty growth in her apartment, Bonnen used Twitter as many of us do- to vent. Though Bonnen had barely posted 60 messages on Twitter and had only 17 followers, Horizon claimed that Bonnen's tweet was published "throughout the world" and severely damaged its good name.

Behind the safety of our desks and protected by the shield of our computer screen, it can be easy to feel that we can say whatever we want; but can you deal with the consequences?

Most can't.

Honesty Box, one of the many diverse applications on Facebook, allows you to send an anonymous messages to your "friends." Some may use it to send cute little compliments like "You're a star, keep shining!" Others may use it to truly tell you how they feel ("Your breath stinks and so does yo mama's").

Juicycampus.com was one of the most popular websites used by college students during this past year. With over 160,000 visitors at the peak of its success, Juicycampus ranked above many college websites.

Euphemistically self-described as an "enabler of online anonymous free speech on college campuses," the site served as a virtual bathroom wall for some of the most degrading and hateful fodder around. While many reputations were ruined, others dealt with paranoia and fear that they would be the subject of the next loud buzz around campus. The website has now been shut down due to a lack of funding, but it definitely left an indelible impression on fragile young minds (and some faculty, too).

What would happen if Honesty Box suddenly crashed and revealed the senders of all the previously anonymous messages? You might not get sued, but there could be repercussions.

While Horizon will probably not win the lawsuit against its former tenant, it's important to remember to watch your mouth...some would love to do more than wash it out with soap.

Don't let the Internet get you in trouble.  Sounds easy enough, right? Well, in most cases it's easier said than done.

Take the Governor of South Carolina, Mark Sanford, for instance.  His private e-mailed love notes to his Argentinean mistress became public banter for us all.  One quotation from his letter lovingly states:  "I could digress and say that you have the ability to give magnificently gentle kisses, or that I love your tan lines or that I love the curves of your hips, the erotic beauty of you holding yourself (or two magnificent parts of yourself) in the faded glow of night’s light — but hey, that would be going into the sexual details we spoke of at the steakhouse at dinner — and unlike you I would never do that!"

Well, Governor, you gave us all enough details for a lifetime.

What Governor Sanford failed to realize is that the Internet is not as private and secure as we may think it to be.  Gone are the days of storing clandestine love notes in tightly sealed glass bottles to send off into open waters.  While you may think your online message may be deleted or "hidden," you are taking the chance of it being shared in a variety of online arenas.  We can all remember numerous cases of inappropriate celebrity photographs or videos that were "accidentally leaked," and then spread lightning-quick into an area too vast to clean up.

The truth is, information that is put on the Internet is practically fair game for anyone to see, use, share and manipulate. Celebrities aren't the only victims of this solemn truth.  Last week, when explaining her reasoning for not being on Facebook, a friend's mother told me that Facebook is not for married couples.  "Facebook can get you caught-up!" she told me.

After some thought, I understood her reasoning.  I have seen much tension derived from social media sites such as Facebook.  Whether someone tags you in that picture of your wild weekend in Vegas or writes something a little too friendly on your Facebook Wall- it's likely that your significant other will eventually find out; but is this really a legitimate reason for not participating in such a social phenomenon?

Social media and all interactions on the Internet should be approached responsibly. You don't want the Supreme Court (or better yet, the "Court of Public Opinion") coming after you saying, "I know what you did last summer!" So, in the words of my friend's mother, "Don't get caught-up!"

The Triangle AMA host lunches once a month that vary in topic, but most times if you work in this industry they provide information for your job in one way or another. This month was about data, not something I deal with often, but the core messages drove home for all areas of presentation giving. Susan Moore, who has published, "Wake Me Up When the Data is Over", and Elissa Fink the Senior Vice President of Tableau Software both presented. It was clear they had a lot of experience with the benefits of turning data on its head, and even the presentation glaze.

Data can help clients, both internally and externally, find the true goal of an initiative. However, sometimes people won't remember a number, but they do remember a story. You paint the whole picture, show someone the future, create order and help them interact with a simple anecdote or a metaphor. You can use 90 seconds of words instead of 50 slides of boring, and avoid the presentation glaze.

But how do you take a list full of numbers and turn into a story that everyone will remember?

1. Be Authentic - relate it to a personal story
2. Be visual -use a picture that will stick with the group or even humor
3. Make it easy - don't create a chart that isn't readable, that is worse that bullet points
   
4. Invite discussion - if your audience can relate to the subject, then the information has stuck. Open up the conversation after the presentation on a blog, intranet or discussion board
   
5. Make it interactive

They had some parting advice about how to implement this concept in a data driven company, give attendees a heads up. Don't have them come into the monthly meeting and be surprised by the new format. However, let them leave remembering the guiding point, but still give them the old version of content as well, but maybe as a supplement piece.

They also suggested looking to the film industry for inspiration in telling stories. If you are able to read a book about film technique or even take a class it can help in establishing the flow and pieces that are essential to a story, to spite the audience or format.

Additional resources include:

• National Storytelling Network
• Perceptual Edge
• Presentation Zen

I think the most applicable use of this information in my industry, Web, is to use this concept in any presentation. Find the guiding point and create a story. It could be used simply in presenting a problem, user type or even presenting site analytics.