How to Deal with the Changes on Facebook

Are we in for more then we bargained for when it comes to Facebook? The social network site orginally intended for college students has evolved to become a way of connecting with anyone and everyone. Its wonderful to connect with new and old friends but are we being taken advantage of?  Facebook has launched some new features that should have us all a little concerned. These new features, however impressive, are bordering the line of excessive and invasive.

For one, there is now a way to “like” a website without actually logging in to your Facebook account. This feature will let any website you visit display a simple “like” button that be posted on your Facebook wall to show all your Facebook friends that you liked that story. Then in turn will show you  in the same box how many of your friends also liked that story. Now, this doesn’t necessarily seem so bad. Right? You decide. Do you think it’s odd that sites will be able to do this with out you having to log in with a user name and password? You also don’t even have to click any Facebook Connect buttons in order for this to happen. Literally, all that is required is that you have signed in to Facebook at some point in time before visiting the site.

Another feature to question is instant personalization. This feature allows sites to  show you personalized content based on the details of your profile on Facebook. Okay, again not so bad, yet. These sites will be able to read and interpret your profile without asking for your permission. The scariest part about this nicely named feature is that you opt-in by default. This means that if you DON’T want to have your profile read and have services customized for you without your permission, you have to specifically turn this off.

How can you avoid these new features? Well, there is the obvious, which consquently is very hard to do, delete your account. You can deactivate your account by going to your settings and clicking down at the bottom  “deactivate.” Here’s where they get you. By deactivating your account you are simply hiding it. Facebook explains all of this on its help pages. If you want to actually delete your account, there is information on the help page as well. Facebook makes it awfully difficult to leave.

For all you who don’t want to cancel your account. There are some things you can do to prevent these features from affecting you.

Turn off instant personlization by going to your privacy settings, applications and websites then click instant personalization and edit this setting. Doing this will prevent Facebook from sharing your information to sites to customize content based on your profile.

So, far there are only three sites who are able to utilize the instant personalization.These sites are Pandora, Yelp and Doc.com. If you want to make sure that these applications are blocked so that no information is to be shared by either you or you friends (who can share your information with sites) then you have to individually block each and every one of those applications. For now just those three sites.

Finally, don’t click the “like” button or any word resembling this word on websites. This will enable sites to send updates to your news feed or share information to your friends.

Lesson learned here is to explore your privacy settings and understand what Facebook is “allowed” to do based on its terms. Be in control of your information.

Information regarding this article and other helpful ways to control your account click on this link:http://gigaom.com/2010/04/22/your-moms-guide-to-those-facebook-changes-and-how-to-block-them/

Experts at Your Fingertips – The Value of Social Q&A

Bryan Povlinski is a recent IU graduate and currently works as an Online Marketing Specialist at ecommerce fulfillment provider Fifth Gear.  He is part of the Orr Fellowship program in Indianapolis, and you can find his blog about online tools at www.bryanpovlinski.com

Let’s say you’re in your weekly team meeting planning your next big initiative. The team decides that you need a Facebook page specifically for this new campaign.  Since you’re pretty savvy with social media you decide to take on this part of the project and build the page yourself.  You walk out of the meeting excited to get started, and eager to make a major contribution to the campaign.  You get down to business and start adding your company information and all the basic components of a Facebook Page.  You have some great ideas about how you want it to look, with custom design, interactive apps, etc.  Then you realize that this might be a little bit more work than you first thought.  Facebook has it’s own markup language (FBML) that you would use just like you would use HTML to build a web page – but inside of Facebook.  The logical next step would be to search Google for some resources on FBML so you can try to get the hang of it yourself.  Chances are with something so new you’re going to get stuck at some point.  Then you have a couple options:

A. Keep plugging away trying to figure it out yourself

B. Find someone in the office to help you

C. Inform your team that you aren’t able to complete the project

That may not be a 100% comprehensive list (you could find a friend who could help you out, outsource the project to a site like Elance or oDesk, pay a freelancer, etc), but let’s talk about a new option that’s made possible through social media.  Wouldn’t it be great to pose your question to a network of experts that are actively looking to help out and share their expertise?  With tools like LinkedIn, Twitter, and Aardvark you can expect quick, high quality responses to questions you ask.  Your experience may vary and you won’t always get the perfect answer, but the cost (free) and the time it takes to submit a question makes it well worth a shot.  There are many services that offer question and answers, but the three that I’ve found most useful are:

1. LinkedIn

Out of all the services I’ve used I’ve had the best experience with LinkedIn Answers.  This is where you can get the most detailed with your questions because it’s likely going to be seen only by people with the specific expertise you need.  LinkedIn makes it very easy to subscribe, by RSS feed, to categories of questions.  So if you’re an SEO expert, you can subscribe to that particular feed and browse through the incoming questions about SEO.  If you think about it, that’s a great way for experts or consultants to get new business – help others who are looking for advice on their subject for free.  Recently I had a technical issue that I needed help with, and I turned to LinkedIn.  I needed to convert an XML feed to a CSV file and was hoping to find a free tool that would do that without any development work.  Within an hour I had 2 responses, and eventually had 6 responses.  I even followed up with one of the guys that provided an answer so that I could clarify the solution he gave me.  My problem was solved, and I didn’t have to worry about trying to download questionable software programs that came up when I searched “XML to CSV” on Google.  Some even think that LinkedIn can revolutionize networking, and I tend to agree because it can connect you with people you likely would have never met.

2. Twitter

In my experience it’s difficult to get as detailed on Twitter as you might be able to on LinkedIn with your questions.  Anyone looking to help you has only 140 characters for a response (unless you decide to exchange email addresses) and that’s rarely enough for a detailed response.  Twitter has great search capabilities, and desktop programs like Tweetdeck and Seesmic have made it easy to monitor tweets on a particular topic.  So if you’re a WordPress developer you better have a saved Twitter search on the term “WordPress” because your competitors will beat you to opportunities if you don’t.  People like Chris Brogan swear by using Twitter for answers, and with over 100,000 followers it’s no wonder that he gets a flood of answers immediately when he asks a question.  In my experience, Twitter is best for things like recommendations.  What’s the best Android app for music?  What’s a good book to read on entrepreneurial finance?  Those can be answered in 140 characters, and they’re easy for people in your network and people searching on a keyword to answer quickly.  For a great play-by-play analysis of using Twitter for answers check out Don Schindler’s post.

I didn’t mention Facebook in here, but it can definitely be a great source of help as well – if you connect with business colleagues.  On the other networks there are people you don’t know actively searching for questions that they can help with.  In my experience that isn’t the case with Facebook.  I’m a recent college graduate and the majority of my friends on Facebook are my friends from college and high school.  If I need help with something at work, I have only a handful of friends that work in marketing/technology so it’s not necessarily the best place for me to ask questions.  If you have a lot of friends in the same industry on Facebook it might be a completely different experience for you so it’s definitely worth trying out.

Why Small Businesses Fail at Social Media

What is the most important step in implementing a social media strategy for your business? The first step? The second step?

Listening and then responding.

What most businesses fail to realize (those who start using social media without a plan or any type of integration) is that the social media sphere would rather be listened to first and communicated with… second.

The consumer is now in control of the conversation. We are in control of how we respond, interact, and praise/degrade every brand underneath the sun.

Businesses who jump into the conversation and broadcast a message but fail to interact are failing miserably at the art of communication within social media. It is important to realize the potential of what David Armano calls micro-interactions where you the brand are responding only after you have listened to what your customers are communicating.

Remember to always listen before speaking… respond when necessary and add a little flavor into the mix. Get to know the people you are interacting with.. only then will you realize the full potential of viral growth through social media.

5 Social Media Tips for Small Business

Today’s guest post is by Beth Hrusch, Senior Editor at Interact Media, a business blog writing service that teaches writing tips and best practices.

A recent study by Employers indicates that over half of small businesses believe in social media as an important marketing tool.  Yet, only 16% of those polled use their social media accounts to communicate directly with customers.  So, what are they actually doing with social media?  The average small business uses it to promote, much in the same way they use ads, direct mail and other forms of traditional marketing.

Social media for business promotion is fine.  But, the real leverage comes through engagement with people who are interested in you.  Your fans and followers are the real catalyst for your success with social media, so keeping in touch with them is critical.

Why?  Social media, much like content marketing, is all about building customer relationships.  In fact, businesses can take their cue from the origins of social media as a primarily “social” tool.  Sites such as Twitter and Facebook were really designed to help people communicate with each other, share resources and stay in touch.  Businesses can do the exact same thing with their customers, using the same sites.

Using social media sites to engage with current and potential customers takes a commitment of time. However, the tools are already built in, so you can simply think of your company account as another way to connect with your target market, just as you would with friends, colleagues and relatives.  Here are 5 tips for building the relationships that lead to sales:

1. Listen- There are a lot of conversations going on out there.  Some of them may be about your company, your industry or other topics that affect you.  Take the time to listen to what is being said before deciding how to respond or add to it.  You’ll learn more about what is important to your target market when you put your ear to the ground.

2. Participate- By becoming part of these conversations, you show that you’re interested in what people have to say.  This is also your opportunity to show how much you know about your topic, which helps to establish your authority.  Don’t be afraid to ask questions, encourage debate and even stir up a little controversy now and then.  It gets people talking and gives you more information you can use to connect with them.

3. Add value- Your comments should always add something of value to the conversation.  If you’re too self-promoting or don’t add any useful information, both you and your company will lose credibility.  Think of your efforts as conversation rather than as a push for sales.

4. Evaluate your goals- At some point, preferably at the beginning but also along the way, you should think about your objectives.  What you trying to achieve with your social media efforts?  Some businesses want to increase brand awareness, others are more interested in what their competitors are up to.  Honing in on your primary goals will save you time and energy in the long run.

5. Look at the big picture- Think of social media as a community rather than a place to sell your products and services.   People on these sites, just like the Internet in general, are not necessarily looking to buy something.  Most of the time, they want information they can use, and they want to connect with the sources of that information.  Make sure your efforts keep this in mind.  Don’t lose sight of the fact that you’re here to talk to people, invite them to join you, offer them your expertise, etc.  Design each individual post to make an overall impression that, over time, reflects your business objectives.

So, if you’re thinking about using social media to promote your business, or already are, remember to put some time into customer engagement!  It’s the best way to get those friends and followers to convert into customers.

3 Things to Search for Before Using Twitter

When you first start to look at using Twitter as a communication and marketing platform it is important to verify that the tool is going to be worth your (precious) time. The first thing that should be done before implementing Twitter is to actually search and test the tool before adding it into your overall marketing strategy.

The listening and monitoring phase of social media is extremely important to your social media mix. By using tools like Twitter Search you can decipher whether or not to use this wonderful communication medium.

Three Things to Look for When Monitoring Twitter

1. Current and Potential Clients - When searching on Twitter it is important to figure out whether or not potential clients are using the tool. Search for keywords associated with the different companies you work for (or would like to have as clients).

Example: If you are a small business lawyer it is important to search for terms associated with your industry. An easy way to pinpoint keywords is to look at your search engine optimization strategy. It could be “forming an llc” or “collections” or “small business legal help.”

It is also important to find out whether or not your current clients are using the tool. If they are… there is a good chance other people are as well.

2. Competitors – This should be self explanatory… Twitter can be a great tool for market and competitive research. If your competitors are using Twitter effectively it is probably a tool you should be using in your marketing and communications strategy.

Search the company names of your competitors (as well as the location you are serving).

3. Content about your industry - If content is being shared about your industry it is important that you voice your opinion about certain matters.

Example : #AgChat is a great example of farmers and agriculture professionals using Twitter to voice their concerns over certain ag matters.

Remember when you are searching on Twitter that it is important to search in a conversational tone… as well as using keywords. Twitter is a conversation based platform and individuals maybe using different words when speaking about your services.

If you run across any of the three forms of content listed above… it is important that you start looking at Twitter as a communication tool for your company.

Remember to check out Twitter Marketing for Dummies if you are needing help with Twitter!

The Beauty of Purpose Driven Marketing for Business

I have never been a huge fan of the book Purpose Driven Life by Rick Warren. For the readers who are fans… I apologize… I hope this does not ruin our “friendship.”

This post is not about hating on the famous book by Pastor Warren but is only the connection point between a thought I had this morning. I was scanning the book titles on my shelf at the office and happened over Purpose Driven Life. The thought of having a “purpose driven life” slapped me… straight in the mouth.

Of course… being fully surrounded by business and marketing on a daily basis… I connected it to marketing and corporate communications.

How can you lead a purpose driven marketing initiative? How do train your corporate culture to drive towards a goal with purpose?

Is it an awesome… kick butt mission statement? Not really.

Is it creating training and communication modules to help employees communicate with each other? 50/50

Purpose driven marketing is a two-fold process.

1. Your purpose should be defined (much like your mission statement) as the reason you are in business. What need are you fulfilling?)

2. Driving that purpose should be the stories told by the people being fulfilled by your purpose…. the clients.

Only when you have clients and positive contacts sharing your message will you understand the full extent of purpose driven marketing.

When Should You Engage As a Business in Social Media?

The marketing and technology world is on fire with this new form of communication: social media. And yes… I did mean to say new. Many in the corporate and small business world have yet to set foot into this new communication platform. This is hard for many social media advocates to grasp. How could the business world not be ENTIRELY tuned in to the growing social avalanche that is happening in their front yard?

In truth… social media is not really in their front yard at all… more like an alley down the street… waiting to be swept up by an avalanche of customer opinion and buying patterns. We are talking about a flood gate collecting a force that will… soon… explode.

We are still in the infancy of social media adoption across a wide spread of the globe.

This is in no way degrading the idea that the tools of social media will not be a main form of communication in the years to come… we are just not there yet.

We (the business world) are going to see a significant change in how consumers buy and communicate with brands in the years to come. We will see a wide-spread use of social media tools in both the Internet and mobile environments.

So what should the business world do when debating the use of social media for communication and lead generation?

Take it from the words of Jay Baer at Convince and Convert:

“Social media is about fundamentally changing the dynamic between brands and their customers. From master and servant, to peer to peer.”

Now is the time to educate on how to effectively use the tools. Do not listen to a social media expert when they tell you that you MUST be using the tools. You must be educating on how to best use the tools and how they are applicable to your growth as a company.  PERIOD.

Yes… there will come a time when the Internet will unleash the flood gates of 60 even 70 percent of the globe… one unified community of customers, products, services, and brands…

The question is… will you be ready when your front yard is flooded… or not?

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