Home' Trinidad and Tobago Guardian : January 7th 2015 Contents The push to create an "Internet of
things" (IoT) will fail unless electron-
ics firms collaborate more, Samsung
The potential of the technology will
go unrealised unless gadgets and ap-
pliances from different manufacturers
can easily share data, it said. This
openness will also help people man-
age the smart gadgets they own, said
the boss of the South Korean firm.
Within five years, all Samsung
hardware will be IoT enabled, he
"The Internet of things has the po-
tential to transform our society, econ-
omy and how we live our lives," said
Boo Keun Yoon, chief executive of
Samsung, during a keynote speech at
the Consumer Electronics Show
(CES) in Las Vegas.
The Samsung boss said sensors
were getting increasingly accurate and
soon would be able to adapt and
change as people move around the
"It is our job to pull together---as an
industry, and across different sectors
---to make true on the promise of the
internet of things," he said, adding
that the IoT was now a "science fact".
• Twitter: @GuardianTT • Web: guardian.co.tt
Social media is being used
more and more as a tool
for marketing and adver-
tising by businesses, celebrities or
anyone who has a message they
want to spread widely. However,
there are times when people use
social media inappropriately or
fall foul of what the experts call
"social media etiquette."
In recent years, there have been
several high profile "social media
fails" like the pornographic photo
sent out in error by US Air in April
2014, or public feuds between
celebrities like rappers Azealia Banks
and Iggy Azalea.
Local celebrities in this country
have also had public misunder-
standings on social media sites like
Twitter and Instagram. The most
recent was an awkward exchange
between soca stars Machel Montano
and Ian "Bunji Garlin" Alvarez after
they shared the stage at a concert.
The exchange between the two
rivals on photo sharing site Insta-
gram, in which Montano asked the
Differentology singer to embark on
a collaboration, was seized upon
fans who didn t hesitate to give
To find out more about the prop-
er use of social media in this con-
text, T&T Guardian asked Karel Mc
Intosh, lead communications trainer
at Livewired Group.
"If Machel and Bunji were accus-
tomed to working together, chatting
over social media would have gone
smoothly, however, their situation
is different," she said via e-mail.
"From what the public has seen,
Machel and Bunji have a tense rela-
tionship. If you have a contentious
relationship with someone, don t
try to have a conversation in public.
It makes the person defensive.
Why? Because they ll feel like you re
putting them on the spot, or that
you re trying to corner them."
She added that the great thing
about social media is that you can
use it to reach people you don t
know, and to deepen relationships
you ve already built.
"You can approach people online,
and let them know that you want
to work with them. You can pitch
an idea, or try to sell your service
or product. What matters is the
context of your communication."
McIntosh believes it is imperative
that the parties involved know each
other well enough to conduct busi-
ness online, whatever social media
channel is being used.
"Machel, like the rest of us,
knows Bunji s communication style.
He knows that Bunji is straight-
forward, and can be blunt. Bunji
may also still be apprehensive about
working with him," McIntosh said.
"If your gut tells you the person
may not feel comfortable, use tra-
ditional channels, like the phone.
Do it privately. If the person isn t
interested at that point, sometimes
you have to be patient, or let it go."
It is possible that after their
appearance, which was so well
received by the public, Montano
was excited and felt that collabo-
rating was the next step but McIn-
tosh believes Montano should have
probably stuck to the photos he
posted on Instagram, acknowledg-
ing the moment, and subtly
expressing his hope that they could
"Try to negotiate in private. He
said he s called Bunji several times
before, but maybe Bunji might have
taken his call now, after performing
with him. Any sales person will tell
you that initial rejection or disin-
terest is part of the process some-
Wording is also key when nego-
tiating online as you can say things
differently, and give the same mes-
sage, but not trigger the person
negatively. Show your interest, but
don t put the person on the spot.
"Similarly, Bunji could have
phrased his response differently.
After all, the fans are watching, and
when it comes to soca, Machel, and
Bunji, people get emotional. So he
wasn t just communicating with
Machel. He was also communicat-
ing with his fans and Machel s fans
The lesson from all of this, she
stressed, is to know your audience,
and craft how you communicate
around the type of relationship you
"For example, I sell in-house
training and public workshops, and
I get business from social media
marketing. I don t use the same
approach for everyone. I have a dif-
ferent approach for prospects---peo-
ple who have never interacted with
Livewired Group, another approach
for leads---people who have inter-
acted with the brand, but haven t
booked a workshop as yet...and I
use a different approach for cus-
tomers---people who have used my
service, and who I maintain rela-
tionships with. In marketing jargon,
we d call that social selling."
To successfully use social media
for business, the person using it
must master the art of dealing with
people, understand their triggers,
watch how they say things, and
know when to stop relying on social
media or e-mail, and go the more
personal route of making a call, or
scheduling a meeting.
Content manager of news Web
site LoopTT.com, Laura Dowrich-
Phillips, believes it s all a matter of
perspective and discretion.
Dowrich-Phillips told the T&T
Guardian, this is because the proper
use of social media sites really
depends on the type of business
that has to be conducted.
"A mainstream business using
social media to promote its products
or to create awareness for a par-
ticular brand should stick to that
and do little to deviate from the
product which they are promoting,"
However this approach may not
be useful for someone like a pro-
moter who is trying to spark con-
versation and may purposely try to
use controversial topics to gain more
Dowrich-Phillips pointed to the
US where many artistes and
celebrities take to Twitter and have
public fights and these are later
discovered to be marketing ploys
to promote a new album, movie or
"Celebrities sometimes also pre-
fer to have public hash outs on
social media sites because their
words will not be distorted or mis-
construed by the mainstream
media, so it gives them the oppor-
tunity to say exactly what they want
without any misquotes.
"People should always be mindful
of what they put on the Internet
because it never disappears, even
if they delete it, it is stored some-
where. Always think before you
• Continues on Page A26
Samsung call to open up net of things
Bunji Garlin, left, and Machel Montano onstage at the Sunset Festival on December 21 at the O2 Park in
Chaguaramas. It was after this appearance that Montano extened the offer of a collaboration to Bunji
Garlin on social media. PHOTO: COURTESY OVERTIMETT
Be social, but mind pitfalls
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