social media marketing

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Social Media Isn’t for Cowards

It's easy to share your about yourself or your opinions when you are hanging out with a close group of friends.  Even if they disagree with you, odds are the conversation will be fairly respectful (maybe a few friendly digs) but you will get your point across and no one will be bleeding. Sharing on social media Isn't for cowards. To do so in the Social Media channels can potentially be a risk.  You don't know who will see it, or how they will respond to it. It doesn't even have to be an opinion - Social Media is filled with misunderstood ad campaigns that simply pissed someone or some group off and a fire storm ensued. Do it anyway. I don't mean go out there and intentionally start pissing people off, or to get into a massive political debate, like we saw in the last presidential election.  But I do mean to share your truth - share a post that is all YOU. There are hundreds, if not thousands, of massage therapists, accountants, life coaches, etc who all share the same thing.   The differentiator  in your business is you.  No one does exactly what you do in the way you do it.  More importantly, no one gets the same exact joy by doing what you do.... share that.   Share the experience of doing business with you so you will stand out from the hundreds of others. I have a lot of competition in my industry - and I don't mind it.  It keeps me sharp and quite frankly honest to myself, to my clients and to my community.  I share what I do, how I do it and why I do it, [...]

The New Facebook Timeline Rolls out this Week

Are you ready for more changes? The new Facebook Page timeline rolls out this week.  It reminds us that everything old is new again.  The new Facebook Timeline for Business Pages looks similar to the original Facebook Page, but there are a few things you may need to change to make sure you are taking full advantage of the new layout.   Take a peek at some of the elements of the new pages timeline.  During my research for "How to Market and Promote Your Book using Facebook" e-book, I came across Tom Clancy's facebook Page.  Notice where the about box is and the custom app tabs.  The timeline is in a clear row on the right and the boxes that appeared at the top of the page are now on the left.  Notice the links in the about box are no longer clickable (big bummer).  But the web site is displayed right under the about box.   The custom apps are no longer as prominent.  If you have more then one custom app, the last button will say "more" (another bummer). Guy Kawaski's page has multiple custom apps - as shown below. The upside to the changes are easier navigation for the admins and a great floating bar that asks you to like the page if you have not already. The admin tabs are cleaner and easier to look through. Has your page been converted yet?  Share your thoughts.

All Sizzle no Fire

(Photo credit: Wikipedia) It is freezing in the north east but a good fire will increase the temperature in my house my 10 degrees.  I bought a face cord of cherry wood 2 weeks ago that came in damp, but I figured if it sat in the garage, it would dry out in time. I figured wrong. I tried to make a fire when temperatures here hit -10 and I got a little of sizzling but no fire.  The wood refused to burn.   I tried splitting it (imagine me with an ax!) , adding kindling, paper, basically grabbed everything I could get my hands on to get a fire burning - but the wood would not ignite at all. I was exhausted with the effort and finally, I just gave up - cranked the thermostat up and sat down annoyed and discouraged. From the emails and questions I've been getting, this is the way a lot of you feel about the efforts you've been putting into social media.  So, I've decided to do develop something I've been thinking about for a number of years - The Social Networking Masters Class. [Tweet "Get the fire going in your Social Media by attending"] All the classes are online, they incorporate text, screen shots and videos to help you get the fire cranking in your Social media efforts.  Once you master these techniques, know how to create goals and measure success, you will go from sizzle to fire in a short period of time. I look forward to seeing you in the Social Networking Masters Class!  

4 Tips on How to make your Off Line Radio Interview Viral

Image by onkel_wart via Flickr Hopefully you have had the opportunity to sit in a real radio studio and do a live on air interview. A good host will keep the conversation lively, ask questions, maintain the interest of listener and elicit great information out of you. I had a fabulous time with Lisbeth Calandrino on her Red Hot Customer Service program.  But it doesn’t end there. When you walk out of the studio there are ways to use that interview to garner some online attention as well. Most studios have digital equipment. This allows them to record and store the interview. Make sure you get a copy. Break the interview up into 5 – 7 min clips and use them as a pod cast series in your blog.  I use Goldwave. It’s free and does a hell of a job. Get yourself an itunes account, if you don’t already have one, and submit your feed for a syndicated podcast. You can use the pre-edited sound clips in your Blog Talk Radio show, just upload them through your control panel. While at the studio, take pictures of your host, the sound booth and get a few of yourself. You can take those pictures and add the sound for 5 – 7 min videos. Upload them to YouTube and embed them in your blog. Once the sound file / video file is on any of these networks or your blog, you can share it with Facebook, Twitter, LinkedIn and other social networking and book-marking sites, making it viral and giving you more exposure. Have you done radio interviews?  How did you share your pearls of wisdom online?

Why Should Your Business Use Social Media?

Image by Yann Ropars via Flickr More and more businesses are using social media to get in front of their target audience.  It makes sense, if you are "out there" more, more people can find you.  But Social Media goes beyond that. Being present in Social Media gives you more time to listen.  You can keep an ear (or eye) on what other people are saying about your brand.    It is commonly referred to as Brand Monitoring. Third party sites (or in some cases other people) may create a profile for your business.  By entering into Social Media you can own your brand's profile.   For example, I have a client who is an attorney.   When we googled his name, we found profiles for him on and  He has to create a log in on those sites to "own" those profiles and be notified of reviews and other interactions with his profile.  Ditto for Yelp.  Restaurant clients have found listings on Yelp that they were not even aware of.  They must join the site to be able to respond to any reviews. According to the Social Media Marketing Report for 2010, marketers are seeing a significant increase in web traffic with only a few hours of time invested per week.   They also have a noticeable increase in their search engine rankings and are able to track deals that were closed due to their participation in the Social Media space.   B2C's tend to participate more on Facebook and B2B's focus more time on LinkedIn. The most common combination of efforts take place on Facebook, LinkedIn, Twitter and blogs.  More companies are looking to forums to create smaller consumer driven social networks that are specific to their [...]

Social Media Empathy

Have you ever walked into a room and felt the mood? Have you ever cried at the movies? Have you ever yelled at the television during a football game? These are example of empathy.  Our ability to become involved with and connected to the people around us. Leaders must be empathetic.  We must be aware of the mood of those around them, the interactions between them and be able to connect with and react affectively. Marketers must be empathetic.  We must be in tune with their client’s or prospective client’s position, mood, how they are feeling about the purchase and product / service in general. We human beings are social people and as such enjoy connecting with each other.   A significant portion of our brain is devoted to our interactions with others.  This is where the effective use of social media comes into play. Overwhelm your community with messages, and they will fall on a deaf ear.  They will sense that you are not there to benefit them, add value to their lives or care.  You are out to get noticed, make noise and crank up the numbers.  It is when you focus on your message, on sharing items of value to the benefit of your community that those warm fuzzy feelings of connection come to fruition. It’s the difference between the one night stand and a relationship.  In the first case you are there to get the goods and leave, in the second you get into the heart and head first then you get the goods – plus a whole lot more. While just about anyone can “score’ a meaningless one night stand; it takes effort, patience and understanding to build a relationship.  In [...]

Noticeable Changes to Facebook are Coming Your Way

Facebook has begun to roll out their new design. 3 things I love about it The search bar will be centered across the top of the screen, giving it more prominence.  I find the search bar invaluable to quickly jump from page to page or profile to profile and hope its new location will encourage smarter use. The left side bar will be more useful Your bookmarks will be on the left hand side You can update your status from anywhere.  Your status “bar” will be on the left hand side, giving you access to update your status anywhere in Facebook. Notifications, requests and message icons will be at the top of the page.  (See Mashable's screen shots here)  Having these as drop downs will ease readability. Other changes include, a smaller chat bar, which I am not sure how I feel about.  If it makes it more browser friendly or mobile friendly, I am all for it. The account log in / out function has been rolled into a single account drop down. According to Techcrunch, applications are taking the biggest hit as they will no longer be able to publish notifications. What are your thoughts on the "new" Facebook look?

Facebook’s Privacy Settings – what’s the fuss about?

Let's start off with what the purpose of Facebook is: "Facebook is not just a website. It is also a service for sharing your information on Facebook-enhanced applications and websites." Facebook wants you to share.  Facebook encourages you to share.  If you do not want to share, why are you on Facebook? Having said that... Facebook has done a lot to give you control over the information you can share, but it has also opened some doors or "privacy holes". First step - MAKE LISTS!!!   (Friends -> All Friends -> Create New List) Lists are the most powerful, yet underutilized tool on Facebook! If you want to control who sees what information, making Friends lists is more critical now then it ever has been before.  A list will allow you to create wall posts, post up pictures, etc... and select who gets to see them.    The first list you want to pay attention to is "Limited Profile".   That's where you put the people you don't know or have not assessed their "value" to your network yet.  I have a lot of people in my Limited Profile list.  They can not post to my wall, they can not see my personal photos and they are very limited as to what contact information they can see on my Info tab. Next - go to your privacy settings:  Settings ->  Privacy Settings ->  Profile Information This is where you can set all your default settings.  List who can see what information here.  I customize most of my settings by using the lists I created.   The same applies to your Contact information (Settings ->Privacy Settings -> Contact) You can also control who can search for you and whether or not you [...]

Facebook Allows You to Target Content

Did you notice this on your Fan page this morning? The morning following Mark Zuckerberg's open letter to Facebook we have a new icon on Fan Pages that allows you to target a sub-set of your fans.   You can customize who sees your status update, photo, link, etc, by geographic region and language. How is this useful? My first thought is that you can reduce the noise for your fans.  If you are posting a local seminar, odds are your fans across the country are not going to be attending. I suspect this will soon be added to personal profiles, allowing people to show content to only a small group of connections or individual lists of friends. (See how important lists are???) Why it matters: While Facebook promotes the concept of "Open community sharing" the reality is, some people are not comfortable flashing their kids pictures to a thousand connections they may not know.  Other people may be hiding things from the boss (or their spouse?) - oh yeah, this opens up a whole new can of proverbial worms.  How can a Corporate Social Media Policy effectively cover all the "what if's" now?   Corporations don't want employees wasting time online.  If they are marketing on behalf of the company, great, but now, how can that be policed by management if employees can post things without the higher ups being able to see it? With 350 million users, Facebook is the 4th largest "country" in the world.  Like other countries, Facebook has laws - these rules are enforced in an effort to protect the majority.  So, is this new feature designed to help Facebook Users police their own profiles?  Will this reduce abuse or give users an opportunity to abuse the system [...]

The Creation of Community

It’s easy to talk about the mechanics of marketing yourself online.  The “how to’s” in setting up profile pages, twitter accounts, fan pages and the like.  What is more difficult is explaining the how you should go about marketing yourself.  On one hand, the concept is simple, be yourself, share your knowledge and hang out.  Let people come to you.  Being aggressive in today’s market place will result in people recoiling away from you.  On the other, it’s such a different mind set from old “push” marketing principles, that few people really get it. It amazes me how many so called marketers do nothing but post links to content, theirs or other peoples, without revealing a single thing about who they are or why they are there.  What makes them think that this method would create a desire to do business with them?  When I look on my Facebook home page and see the same face over and over again with a series of links – no insights, no sharing – I get a knot in my stomach.  They just don’t get it.  However, I do not disconnect from them.  They serve as a reminder of what I do not want to become.  I always encourage clients to be proud of who they are, what they do and why they do it.  The reality is that their “who” is not going to resonate with every person they come across.  What most have a hard time understanding is:  THAT’S GREAT!  I would rather have a handful of people that are truly interested in me and my work then a throng of thousands who simply tolerate me.  That handful of people will be the ones who engage [...]