An Interview with Jon Buscall

The last few months have been really busy for Jon Buscall. He’s been running social media campaigns for clients in the Stockholm region, producing web and marketing copy for other clients, translating, as well as speaking about digital communication in Norway, and teaching a group of students at Södertörn University.

Jon took a few minutes out of his busy schedule to talk social media with Jon Buscall.com.

JB.com: What’s happening out there right now?
Jon: I’m amazed at how many companies are trying to find out about social media at the moment. I’ve had so many conversations about Facebook and Twitter in the last few months it’s getting a little over the top. Still, I can see why businesses are concerned. Communication is evolving and it seems to be going through a major paradigm shift. With the emergence of sites like Facebook and Twitter, and the ready adoption of smart phones like the iPhone, people are connected to the Net all the time. And they have opinions they want to share on the Net at the touch of a button. What’s more, as online communication is increasingly friendly and informal, I’ve seen that more and more companies are uncertain how to actually talk to customers online. Some are overly stuffy and others sound like an ageing parent trying to be hip.

JB.com: Do you think businesses get how to use social media?
Jon: Some do. But a lot don’t. Setting up a Twitter account or Facebook Fan Page just gives you access to a massive online community. But it doesn’t mean businesses know how to get the community connected or engaging with a brand. Lots of people are trying to figure out the best kind of practice right now for building communities and talking to them online but we’re learning as we go along. A lot of mistakes are being made, but there’s good stuff out there too.

JB.com: So what do you think is working?
Jon: Facebook Fan Pages that provide quality content are a case in point. I really like what Bemz are doing. They sell slipcovers for Ikea furniture, but their Facebook Page isn’t just about trying to sell more gear. It’s like an ongoing discussion about stuff that can make your home look good. That’s brilliant. No wonder they have over a 1000 fans.

JB.com: Who else do you think is using social media well?
Jon: Internationella Engleska Gymnasiet in Stockholm, a senior high-school are doing a pretty good job. I talked to them about social media and helped them get started and they’re using Facebook to connect with potential students and also get information out to existing students in a fun way. Instead of sending out stacks of emails –that teens won’t read anyway– the school puts out messages on Facebook and Twitter. It kind of keeps everyone connected. They’re also using YouTube to show how good their teachers are. They don’t make stuffy, scripted videos. They’re short clips of real teachers and students made by the staff their. It’s much more real than some of the scripted corporate claptrap that’s out there.

JB.com: Who do you think are the key players in social media right now?
Jon: Obviously thinkers like Chris Brogan and Julien Smith are doing a lot of good work – you should definitely read their book Trust Agents. But actually, I think we don’t know who the really important people are because they’re not talking about how social media can be used. They’re just doing it, making connections online, sharing quality content, finding new ways to use online social media tools to interact with customers and provide great service. Small coffee shops tweeting discounts on Lunch of the Day are key players because they’re using social media to build their business. Or the folks behind Dagen, a Swedish online news site. Their Facebook Fan Page is brilliant and a model example of a business that get’s social media.

JB.com: Where do you see this going?
Jon: I don’t have a crystal ball but I can see that more and more young people –so-called digital natives- expect to be able to communicate what they’re thinking when they’re thinking it through the Net. This will have a profound effect on businesses. Word of mouth has become “world of mouth.” Anyone can broadcast their thoughts via Twitter, Facebook, a blog, etc. And these thoughts are picked up on by our friends and people who follow our stream – out network. Either the noise will just get too much and we’ll stop listening; or companies will try to connect more with us as individuals in the hope that we pass on our recommendations via the net. Businesses will want to find their brand ambassadors – people who will willingly promote them to their network.