The Power of Social Media: Educate Embrace and Empower

There are things (thoughts, opinions, and ideas) that need to be talked about… hashed and rehashed over the course of months… to years. Implementing a successful social media strategy is one of those ideas. How do you implement something internally? How do you implement an idea… how do you push it to gain traction and succeed?

Educate. Embrace. and Empower.

Embracing: The first step in implementing a social media strategy (as part of your overall marketing strategy) for your business is to embrace the concept of communication in the online environment. It is simple. It means you recognize the change that is transforming the way millions of people communicate on a daily basis. As a brand, you are embracing social media as a way to create a marketing message and tell a story to thousands of potential clients. You do not need to be particulary comfortable with the notion of open communication but you DO need to understand the concept of implement a strategy into your business.

Educating: Once you have embraced the concept of using social media as a communication platform.. it is important to educate yourself and your staff in the philosophy and practical use of the platforms. Whether you are debating on using tools like Twitter or Facebook it is important to educate yourself in the simple and complex workings of the social media world.

The first step in education? Listening. Listen to what people are saying on the Internet about your company, product, or industry. By listening to the masses you will be able to adapt yourself to the world of online communication.  There are also great seminars and learning environments to immerse yourself into.. every city has them… search and you will find.

Empowering: After embracing the tool and educating yourself (and your team) on strategy and usage it is time to empower the actual implementation of a social media strategy. This could mean with money, time, and other resources. Use the strategy plan you have written (or had written from an outside firm) and empower your team to use the tools.

Remeber that pig headed discipline always wins out in the long run. Empower yourself to have the discipline to stick with the strategy you have crated whether it surrounds blogging or a use of a social network.

This is just the start to great journey that is unfolding in front of us. Use the Internet to communicate (both internally and externally). I think you could be pleasantly surprised at the outcome.

Review: The Zen of Social Media Marketing

The book The Zen of Social Media Marketing by Shama Hyder Kabani for intellectual people who haven’t quite figured out social media. Her book is focused on how businesses can use social media and even how to behave in social media. The book starts at a beginners level but quickly moves to more advanced without becoming too much to grasp.   I found that the book offers a very  thorough guide focusing on three main channels,Facebook, Twitter and LinkedIn.

There are a few things  I especially liked. One is how she teaches etiquette on the sites. It outlines what to do and what not to do in order to ensure success. She also touches on how businesses should implement a social media policy. The book is good at keeping it real. She doesn’t promise overnight success but insists that it takes time and patience. She also does a good job at showing the big picture then focusing on how to get there. You are able to see how it all comes together. She also does a great job in showing how successful her approach is. There is a section that  features 12 case studies plus the success of her company demonstrates how her approach works.

The book doesn’t lecture you. It focus on you and how you can benefit. The book walks you through each channel explaining how it works and why it may or may not work for you. She essentially helps you eliminate social media trial and error. Her empasis on you and you finding your own social media voice is powerful. Although her approach guides you it’s ulimately up to you to become successful.

Overall, the book is an easy read and offers a great deal of insight on social media.  Her ability to appeal fr0m beginners to the experts is worth noting. The book offers something to gain no matter what level your social media expertise is.  She offers an extensive amount of tools and techniques to learn all  while doing an extraordinary job of capturing the best practices. The book offers practical guides and useful lessons not just general concepts.Since social media is rapidly changing she offers access to a website where you can get continuous updates. If your hoping to master social media marketing then this book is definitely a step in the right direction.

Your eCommerce Site MUST Become Mobile

I recently read Measuring Mobile App Effectiveness, an article that discussed the future and sustainability of the mobile web and mobile applications. I’d like to focus on how companies can take advice from the article and create successful mobile applications.  The article points out that the average consumer has seven mobile applications they use on a daily basis. On top of that, there is an ongoing debate on whether to communicate with a consumer through  text messaging or through a branded application. What do you think?

After reading the article it seems as though apps have the edge over the standard text message. This could be because of the user engagement you can gain through an application over a text message. Most consumers are using their phones before their computers to find out quick information. Therefore, it seems almost obvious that the next step is to make your exisitng eCommerce site mobile-friendly as the article suggests. Now the question being addressed is no longer should companies mobilize their sites but….

Where do you being the mobilization?

When thinking about turning your eCommerce site to more mobile there are a few things to think about.

1.How can we provide and maintain a quality consumer experience?
2.How do we become one of seven daily apps?
3.How can we stay current with new features changing and being added daily?
4.What becomes mobile and what stays online?
5. How does our app become a need?

Let’s discuss… Let’s think…. Let’s learn!

If you want to become the mobile application that is used on a daily basis… question five is necessary to answer. People use apps that help them get through the day. The more helpful your app is for the end user…. the more successful it will ultimately become. In order to be a lucky top seven app then it must offer a feature that the consumer wants and more importantly needs.

Now let’s back up to the first question… how can you provide and maintain quality customer service?  The easiest answer ( can be found in the article) is to generate strong content and to have a strong content management system… but I’m telling you something you already know. In order to have great customer experience (minus an app) you need a strong content management system.

The hardest part in developing mobile application is determining what content stays online and what content goes mobile?What are your long term goals? Are you hoping to have consumers engaged online as well? How will you separate the mobile experience to the online experience? I have a couple ideas but I’m more interested in knowing yours. So what do you think should stay online or mobile…or should there be a separation at all?

5 Steps to Making Monetary Gains With Your Content

Today’s guest post is written by Corry Cummings. Corry is the owner of Content Customs, a content creation company that specializes in high quality web content writing services. He also runs a blog over at Content Customs, which is managed and written by one of the head writers of the company.

One of the most important considerations for web site owners and web developers is content. Nothing has the potential to offer more visibility and better returns on investment than content. Unlike other marketing techniques, content works when you are not. This means that it is one of the major ways to secure the new American dream – passive income. However, it is not as simple as choosing a web site template and throwing some content up. There are generally 5 steps to making monetary gains with your content.

1. Perform Some Keyword Research
One of the first things that you should do (arguably before you even pick a web site topic) is perform some simple keyword research. Try to find keywords that web site surfers typically search for yet have limited competition. This may be difficult at first. Keyword research can take anywhere from a few hours to several weeks. Be patient and find the markets in which you can compete. Your ample research will pay off in the end.

2. Observe the Basics of Search Engine Optimization in Your Content
When you first start developing content to make money on a web site, you must simply follow the basics of search engine optimization. Extensive search engine optimization can greatly slow down your initial efforts. It is much better to initially get some well written content on your web site that makes it a valuable resource than to spend weeks getting each page finalized before publication. At first, simply remember that your keyword phrases should be at least 2% of your total word count for each page

3. Establish a Target Audience
Recognize the traffic that you want to get and make sure your content addresses that audience directly. If you are catering to professionals, your web site will need to have a professional, non-conversational tone and include plenty of facts and statistics. However, if you are targeting a much younger or casual audience, your content must be casual and conversational. All of the traffic in the world is worthless unless you create a service that your visitors want and consider to be a valuable addition to their lives.

4. Secure Affiliate Offers and Products
This should be a rather obvious step. If you have nothing to sell or promote, you cannot make any money. Choose products that you can promote indirectly through content. It is absolutely crucial that you choose affiliates that relate to your content. You cannot expect to secure memberships or make sales if you attempt to sell dog collars on a web site that promotes video games. If you can gear your content to identify a problem that your visitors may have, you can easily solve that problem with one of your promoted products.

5. Launch Your Ongoing Content Marketing Campaign
Once you have your web site developed to the point that it can attract visitors and sell services or products, it is time to begin advertising. You can choose to target social media, blogs and other related web sites. Your main consideration is to exchange or build logical and valuable links back to your original content. Yes, this means that you might need to write some content for free. However, this is one of the only sure fire ways to build visibility and ongoing traffic to your web site.

You want your content to work for you. If the content is written properly, then there is no reason why the content does not make you money for years. It is also important however, that you market your content and build links to each page. Even if you decide to use a writing service of some sort, you still need to spend a lot of time putting together a content plan. You should thoroughly plan out each and every piece of content. This will insure that your not wasting any time, and that each page will work for you.

6 Ways to Benefit from Gatorade’s Social Media Mission Control

What do the following 6 things have in common?

1.Track Media Performance
2.Monitor Sports Landscape
3.Tracks Sports Trends and Buzz
4.Track Brand Attributes
5.Monitor Online Discussion
6.Proactive Social Media Outreach

This is Gatorade’s Mission Control.

Why should you care? Well, this is the future. Everyday companies are spending more energy and time on creating social data. They are also mastering the art of tracking, monitoring and creating all things brand related. Gatorade has an impressive, to say the least, social media command center. After reading this post on Gatorade’s’ Social Media Command Center I became slightly more enthralled by what this company is doing. They have honed in on what makes their brand work…what influences athletes….what engages….and then how to monitor all of this on one command center.

Essentially this command center allows them to make informed marketing decisions. Where the rest of us are stuck waiting on progress reports they are able to be proactive throughout an entire campaign. If something isn’t working they can adjust it automatically. Gatorade is monitoring its brand on social media while giving VIP access to more athletes. Gatorade is gaining perspective on whether or not this strategy works. If deemed successful the company will apply this to other areas of business.

What can you learn?

Let’s face it. You may not have the capabilities to create a state of the ark command center. However, you do have the capabilities to sow what they reap.

1. Follow Gatorade’s progress to gain perspective on what consumers pay attention to.
2.You can monitor what’s being said  by taking time out to listen. You may not have high tech gadgets but you can do what they are doing.
3. Focus on your brand. What do you bring to the table? Track, monitor and create for your brand in all ways possible.
4. See what’s going on in your industry. Research what consumers are saying, tweeting, blogging, trending all in regards to your industry.
5. Reach out to consumers on social meda. Make new friends, ask/answer questions, begin discussions….
6. Be Creative. Take risks and set your brand apart. Maybe the next post you read will be about your great achievements.

Separating Our Lives and Social Media. Is it Possible?

I’ve been thinking about our lives and social media. Since the two seem to be one in the same…

I got to thinking about the time before social media. Do you realize that most children to be born within the last five years will have their lives completely documented online? They will literally will have no idea what being “off-line” actually means… what it represents.

Let’s take a trip down my memory lane. I can distinctively remember when AIMchat was the obsession…When computers were a want versus a necessity…When only college kids were on Facebook…When e-mail was never going to work….The plug-in carphone (gasp!). The children of today’s generation will be brought up in a world full of advanced technology. They will never truly experience being turned off. (unless your Madonna’s kids who aren’t allowed to use the Internet) From the time they are newborns their parents post, share pictures and document their child’s life online. Our identities… the way people define us… are being determined by our online activities, profiles and what we share to others, which for many are mostly people we’ve never actually met. It’s funny I remember growing up and knowing all of my friends personally.

How interesting is to consider that theoretically 10 years ago the average person had 20 friends and now they have 200? Granted it’s all in how one defines a friend but some of the “friends” on my profile I have never once had a conversation with.

I’m just curious to know where people drawing the line…if they do. What constitutes as too much information? It’s something to chew on. If a child has had their life documented online before they even “know” who they are does it affect how they later define themselves? You can argue that posting a picture or a sharing a story is the same as showing everyone you know your child’s picture and so forth….however, in that case you at least see and know who you have shared this picture/story with…Essentially, our future of tomorrow will be able to track entire lives online. Can you imagine that?

When do we let our online presence rest and our real life exist? Do you ever actually separate the two? Or are you only relevant when your online?

Diesel Installs Cameras in Dressing Rooms for Facebook Posting

(Thanks to Jay Baer for the heads up on this campaign)
Ever been stuck deciding whether or not to purchase that top or those jeans?

Diesel, quasi-fashion forward apparel company, may have solved this conundrum or freaked people out.

Recently Diesel decide that the best way to  reach its audience through Facebook is to install cameras in its dressing rooms. Don’t worry its not as bad as it sounds. Oh wait… maybe it is… I haven’t really decided yet.

Diesel boutiques in Spain have installed the Diesel Cam, where shoppers try on clothes and can then instantly take and upload photos to Facebook. After the upload… their friend can give feeback as to whether or not they should buy those items. I’m still grasping this concept (minus the thought of cameras in a dressing room) and trying to form an opinion. On one side I think its a great way for Diesel to promote their brand and connect with customers. On the other hand I think it is fairly odd that we have to connect ALL THE TIME… even from a dressing room. If we’re not checking-in then we’re tweeting or updating our status. Diesel has obviously hit the nail right on the head with the Diesel Cam.  Yet, it dares to raise the question of… will it work?

There are the obvious answers to this question…it supports interaction, it creates a relationship between the cunsomer and the brand, it raises brand awareness, social curation….yada yada. The real answer is unknown. Why will it work? Is it because we are afraid of making a decision without the imput of our friends? If we’re not current with our goingabouts we will lose followers? Have we created our identities through a Facebook profile?

Smartphones have made it possible to activate any social media channel at any time. Now with the example of the Diesel Cam we can even instantly gain friends opinions about our potential purchases. How many connections do you have? How many of these connections do you even know or care about? It’s one thing to value your friends opinions but how meaningful is the opionion of your Facebook friends? Will you buy a pair of jeans as long as someone comments that they look good?

Using Social Media Tools in Background Checking

During the ten years that Will Barada has served as Vice President of Barada Associates, he’s shown tireless dedication wearing every hat from chief operating officer to director of business development. Through these efforts he’s helped grow the family business into an industry leading background screening company. His accomplishments were culminated in 2008 when he negotiated for the purchase of full ownership of the business from the original founding partners.

Prior to joining the family business, Will served in Community Outreach for WFYI Indianapolis, the local PBS affiliate.

Will earned his BA in English Education from Indiana University and is a member of National Association of Professional Background Screeners (NAPBS) and the Indianapolis chapter of the Society of Human resource Professionals (SHRM).

Increasingly employers are going to places like Facebook, MySpace and LinkedIn to check out candidates.

If you’re spending a lot of money on a hire, you want every available piece of info. So social media seems a natural place to search, right? Be careful. You need practices and processes in place to protect yourself from retribution by the candidate if you chose not to hire them based on information you find on their sites. With routine background screens, the hiring manager is able to consider multiple factors based on criteria and job requirements not just skills and work ethic but also personality and so forth. Having access to a cross-section of data prevents a hiring manager from depending too much on one single piece of information. The problem from a CRA perspective with using data gained from social media sites is that there is no way to resolve a dispute if a candidate should claim misinformation.

For instance, if a court check comes back with a criminal activity and the candidate argues wrong identification, we can help facilitate the correction of that information at the court level and have the event removed from candidate’s record (if it was wrong). Drug testing results are verifiable because of the chain of custody required to complete the test. But if a candidate complains about not getting a job because of pictures on their Facebook page, there is no way to confirm or deny their identity (despite what some of you may have seen on TV). Facebook isn’t a verifiable source of information and that is where the problem lies.

Further, this presents a serious EEOC issue as Facebook postings don’t tell you anything about their ability to perform the job as described in the requisition.
Somewhere, somebody is going to make a no hire decision because of a picture of a candidate drinking beer on Facebook. Thus far there is no precedent yet but something will happen. Do you want to be the example case in the future when a company gets sued for this?
Protect yourself by putting a process in place and if you chose to use these tools, be aware of the risks and check with your attorney.

Flowtown Continues to Impress

Change is always for the better, right? Don’t worry this has nothing to do with Facebook. If you’re not familiar with Flowtown it is a tool that allows you to enter customer’s email address to track where they are active online.  Flowtown helps you sift through your database and group contacts. They have teamed up with Wufu, an online form builder, to make your life easier. If you don’t use Wufu I would reccomend checking it out then continue reading.

I also highly recommend Formstack for online form building. They are brilliant!

If you use these tools here what this new integration can do:

1. Sort form submissions

2. Instantly Filters. This ranges anywhere from people who match a certain job description, skills whatever you determine.

3. Set-up Notifications. You can find out when anyone opts in on a page, if they fit into what your interested in (e.g. marketer), location.

4. Automatically. Once someone who opts in on one of your forms and submits their e-mail they are automatically added to your database on Flowtown.

5. Information. You then receive an email with all information on who that person is. How many Twitter followers, online memberships, age..etc.You will also find out if you have any mutual relationships so that you have a point of reference and can make a more personal connection.The information also leads you to this person’s 5 last tweets to better understand what’s relevant to them.

Flowtown is making huge inroads when it comes to adapting to what the social environment is needing, wanting, and using. Check out the tool. It will not disappoint.

Where Should Small Biz Focus Their Energy

There is a question as common and as old as Shakespeare, “to be or not to be”. Whether Will intended this for business or not it can be applied. In all areas of business we find ourselves struggling with where to focus our attention and energy. So in this modern day age the question becomes “to do or not to do”. I understand that this is somewhat of a stretch but the question still remains….how should we spend our time in order to accomplish our business goals?

We can all agree that there is always something that we can be doing. The important thing is to determine what needs to be done and when. You don’t want to feel as though you’ve missed out on an opportunity because you were too busy with something else. In any great strategy plan there is a goal, objectives and then ,of course, the tactics. If your lucky you can hire an intern to do handle all the minuet details while you focus on your business goals. If you don’t have this privilege then phrase your “to do” and align it with your goals. Do they match up? Can you do one without the other? All your tactics should be planned and followed through with in order to reach the intended goal. It’s hard but be careful not to get distracted there is a lot of noise out there.

The argument here is that everything done is done for greater business good. However, make sure you’re not just making excuses to get out of doing the other not so fun tasks. There is always a reason “to do or not to do” something. The key is finding balance with what can be done now and what should be done now. Also, keep your plan in the forefront of your mind as to avoid getting pulled into a million different directions. It’s okay to say no. It’s okay not to do everything that comes your way.