So this is the internet, huh? Well who do I need to shag to get ahead around here?
Alright, I don’t think I need to go that far. But I wonder if I need a better brand. The last few weeks have been pretty good for me and the internet, but my successes also just seem to serve to highlight in stark relief how much further I have to go.
Last week I went to the Intel ISEF’08 to shoot some video and do some of that citizen journalism stuff, after being contacted by New Media Strategies. The big old-school PR firm Burson-Marsteller (a name it took me all week to remember) was doing the bulk of publicity for ISEF’08, but NMS got pulled in by Intel (as I understand it) to make sure all the web bases were covered as well. Now, I was thrilled that NMS thought I was one of the right people to talk to for the job (hi, rocket scientist). However, had they not been referred to me by our local media commentator SpaceyG, I might have missed out entirely. Many thanks to SpaceyG for the referral, but the puzzle for me is, at what point do I escape the risk of going totally undiscovered save for the favor of the well-connected?
Now that ISEF is over (though my video-editing work is not), there are the thanks and the pats on the back and the connecting with each other on LinkedIn after a project well executed. And on LinkedIn you have that whole Recommendation thing going on — something I’ve never enjoyed yet but is starting to look pretty handy. Say, I think, maybe if I can get a Recommendation from NMS on LinkedIn, the next time someone’s looking for an aerospace geek to shoot video (naturally), I might show up on their radar! And that’s when I realized I had this problem:
I need a brand.
Where might NMS put a recommendation for me on LinkedIn? In case you haven’t messed around with LinkedIn at all, their system likes to file recommendations under the associated job title that the recommendee was operating as at the time. So if I wanted to recommend my primary NMS contact as a new media PR firecracker, I would select that NMS job title on her profile as opposed to the one she’s got listed for her other job on the side, with jess3.com.
But on my end, the only remotely relevant job title I’ve got listed is the MTV Choose or Lose Street Team ‘08 gig. And frankly, I don’t really want to have any and every recommendation of my new media work filed under MTV. I was already doing this stuff and already had a style well before I ever encountered the sea of paperwork and red tape that is Viacom. The pieces that I produce for them are necessarily less creative and fun (for me and you) than I would naturally produce, so I went to ISEF primarily as shelbinator and not the guy from Choose or Lose with the stack of release forms and inability to turn on my microphone in the presence of ambient music.
That’d be an even bigger conundrum should my friend Emily want to promote my services. On a tight schedule and zero budget, I knocked out a basic but passable web presence — including video — for her campaign to be an Obama-pledged delegate to the DNC convention. She didn’t win the district-level race, but she’s in for an at-large position, due in part, it turns out, to the key guy at Obama’s HQ in Chicago being thoroughly impressed with her video and website. Yeah, that’s the kind of thing I’d like to start keeping track of, but again, there’s even less of a category on my LinkedIn profile for that to be filed under.
So why isn’t shelbinator.com on LinkedIn?
Tessa of DriveaFasterCar.com has her website listed on LinkedIn, with herself as Editor & Blogger, but that blog is in essence her business (after hours, anyway): it promotes local music and other artistic happenings. Similarly, Rusty and Amber list themselves as co-founders of the Georgia Podcast Network, so if they help you record an event, for instance, you know where to recommend their work. But shelbinator.com, well, it’s kind of a mess.
First of all, there’s my love-hate relationship with the name itself. Let’s face it: it’s kind of immature. It sounds kind of like that tool at the office, “makin’ some copies.” And I’m not entirely sure it’s all that appropriate — or that I even want — to be promoting it as a professional brand. I’d eventually like to do Very Serious Things with my career beyond online messaging, and if you have just as hard a time imagining Deputy Asst. Undersecretary of State for Arms Control Shelbinator as I do, well, you know what I mean.
On the other hand, Robert Scoble is arguably among the most influential tech bloggers out there and Scobleizer is just as douchey a handle as Shelbinator. It’s also hard to just cast off the existing brand investment: I’ve been writing under this handle for almost nine years now, starting from badly hand-coded HTML on the defunct Xoom.com. It’s been cited by a presidential campaign, much to my shock and chagrin, and I think it’s finally picking up some currency.
Okay, not that much currency. I’m still incapable of standing on my own without the gatekeepers of internet greatness. That long, geeky tutorial on connecting an external mic to the N95 brought one of my biggest traffic spikes in ages, but I can still hardly take the credit for it. Not that there was much to take credit for: that Finnish Bloggerguy had the right approach in his video, but he wasn’t too clear on the particular connectors and apparently his Scandinavian cable used a different color-coding scheme. I just corrected and clarified his approach for the US market, something I can’t believe no one else managed to do the whole time they were clamoring for a fix from Nokia. (Like they say, it doesn’t take a rocket scientist, but it helps.) Mobile Jones wrote a post about her long quest for a solution finally coming to and end at my blog, and what happens? MobileActive.org Twitters about how Mobile Jones has the answer on her blog, and a mobile-tech blog carnival does pretty much the same thing. Steve Garfield, the rather prolific videoblogger in Boston, republished the solution on his blog giving thanks and a link to my original post — and his commenters come along with kudos for him, “Great stuff, Steve!” Even the Nashua Telegraph, whose web team hopes to use the N95 for some mobile journalism, links to my post, MoJo’s, and Steve’s in quick succession as “a few tutorials on the web,” as if they are indeed a few tutorials and not one tutorial and two posts about it.
Pardon me while I have a brief Tracy Flick moment. I’m sorry, but it’s been four months since I took you live inside an Iowa caucus (and ten since the YouTube debate) and I’m still getting my internet ass kicked by a life-caster who didn’t realize that Super Tuesday had already happened when talking about the MTV-Flixwagon connection.
So, the word shelbinator doesn’t exactly conjure up anything, and maybe that’s part of the problem. ISEF was also covered by Geek Dad over at Wired.com, but right away you kind of know where he’s coming from. There’s also the “proper noun” problem: shelbinator is me more than it is the body of my work, and part of my branding issue is that I’m trying to pimp that work as much as (or more than) myself. A couple other MTV Street Teamers used to add their brand to the end of their stories, but they had studio names separate from themselves: Corduroy Media and a Xolografik Production. That model just doesn’t seem to work with my current eponymous brand, so maybe I need a studio, someplace you would think to go for video and related communications work.
I took a decent step in that direction, brand-wise, when I stepped down from the Communications post at Young Dems of Atlanta. I wanted to keep working in online communications for progressive candidates and nonprofits, but I made the mistake of thinking I could learn enough Drupal to launch a major multi-user community website while still working on grad school and having a life. Thus, smarterasses.org was aborted in the first trimester, but its logo lives on in the corner of my homemade business cards:

That’s a fairly self-explanatory brand name with a logo to match, wouldn’t you say? Unfortunately, it’s also not something I feel like saying if I’m calling someone important on the phone. “Uh, Senator, it’s some…uh… smartass person calling about your web video?” That was meant to be a site for scrappy bloggers, not someone who wants to work on presidential campaigns. Next idea!
I’ve already rambled on so long now that I’ve lost any semblance of a train of thought, but I have even more questions yet to consider.
- Is it really a content problem? Maybe I just cant get out of double-digit subscribers because I suck. I contemplate that likelihood a lot, but then some complimentary schmuck has to come along and say they really like my work. It’s been suggested, on the other hand, that it’s just too much for one site: is it politics, or is it technology? Unfortunately, I’m not willing to concede on that front just yet. There are plenty of tech bloggers and plenty of political bloggers; I happen to be a quasi-rocket scientist in politics doing citizen journalism and I’m going to try my best to stand at — and report on — the intersection of those paths.
- Is it just a container problem? Would I be well-served by creating a new, clean space for some kind of “portfolio” of the things I might be able to contribute to your project or campaign? This might, at the same time, be a way to create a fairly dedicated channel for the citizen journalism and/or campaign messaging product around here (i.e., mostly the videos) — like, say, shelbinator.tv, or shelbination.com — while leaving the rambly and ranty at shelbinator.com. Granted, this would do nothing to solve my problem of not being able to crack triple-digit authority or get under a 100K ranking at Technorati as far as this blog is concerned.
- So then is there a new brand that would package it all properly? Do I just need to clarify the point of what’s going on around here and give it a proper name that would lend itself better to brand identification? Is the whole shelbinator concept a dead horse?
- What the hell am I going on about? Is anyone still actually reading?
Fear not, I probably won’t subject you to a follow-up post along these lines. But if there’s anyone still here, please do chime in.