Social Media Expert or snake oil salesman?

image courtesy of Hugh MacLeod

It seems like everyday we’re introduced to at least a half dozen new “Social media experts” who will gladly assist your business with Twitter, Facebook, Blogging and whatever else is popular that day. With unemployment so high right now, a lot of would-be entrepreneurs are diving into social media, simply thinking that just by knowing how to use the tools, they’re capable of overseeing a brand’s image online.

This new sentiment is scary to say the least.

What a lot of businesses fail to understand is the true power of social media and where it is going. Yes kids, social media is the future, and I’ve got news for you, the future has arrived.

There are a few key questions to ask yourself when hiring a self-proclaimed “Social media expert.”

1. Would I hire this person to create and build my brand?

2. Would I put this person in charge of my customer service ?

3. Would I put this person in charge of my advertising campaign?

If you cannot give a solid yes nod to any of these questions, then you might want to think twice.  Social media is about interaction with your customers, future customers, partners and associates. It is about building trust and solid relationships. Social Media is about communication on the most fundamental levels.  These people will all form an opinion about you and your business based upon that social media experience.  Is this something you really want to put in the hands of someone who just knows how to post some pictures, play Farmville and re-tweet a motivational quote?

No matter what you hear, Social Media is marketing, customer service and relationship building all wrapped up in one. When someone walks in for a meeting about building your new blog or managing your tweets, remember, they are the face of your business on the fastest growing form of communication ever. Proceed with caution.

What not to do on Twitter

Last night we held a private social media course in Maryland. It was a great time and we met a lot of enthusiastic and anxious people ready to jump into the social media realm. As we find most often when we speak, the bulk of the questions were about Twitter.  If you haven’t really grasped the notion of Twitter or if you’re using it, but not sure if you are doing the right things, I hope taking a look at what NOT to do will answer some questions.

What not to do #1: Hit people over the head with sales messages.

We all know when someone is trying to hard sell us in person and we don’t appreciate it. The same rules apply with Twitter. You wouldn’t (we hope) walk up to someone off the street and start giving them a hard sales pitch, so don’t do it on Twitter. People are not on Twitter to get an advertising message. They want to share information, communicate about mutual interests, network with others, and share their ideas. Seek first to listen to the conversations and build real relationships in these communities. Offer up content that has VALUE to your audience. People will appreciate and pay attention to content driven posts. Your sales-y posts will just get ignored and in some cases blocked.

What not to do #2: Act like a robot.

People want to communicate with other people in a sincere fashion. Your automated direct welcome message is going to do nothing. People know it was automated. Often times, this is combined with #1 and the auto message is a hard sales pitch. Don’t do it! Likewise, I understand the ease at which applications allow Twitter, Linked In and Facebook to be connected, but use this will caution. Twitter posts automatically sent to post to Facebook can be extremely annoying. Each social media portal should be treated as separate entities. There is no doubt there are times when it is appropriate to post the same thing everywhere, but not every time.

What not to do #3: Stress over follower counts.

It is easy to get caught up in counting numbers, but don’t stress over it. Don’t ask for followers or freak out when you lose a couple. Instead, focus on the people that are your followers (no matter how small that number is). Quality always wins over quantity. Also, focus your attention on your content. If the content is relevant and interesting, you will gain followers naturally.

What not to do #4: Broadcasting over communicating.

Now you may think this sounds a little counter-intuitive being I just told you to broadcast your relevant content. Let me explain. Yes, content is a MUST and you are broadcasting that information. However, communication is MORE of a must. Take the time to Retweet something that someone posted. Use your tweets to promote others and ask questions. You want your content to be there, but relationship building must be present as well.  With all of social media, you give  in order to get.

Social Media Revolution 2

Many of you have probably seen the original “Social Media Revolution” video. This is the newest version of that video with updated social media statistics. (i.e. If Facebook were a country it would now be the 3rd largest!!) If you have any doubts that social media is here to stay, this video is sure to change your mind! Very powerful and worth sharing…

View all the videos on Socialnomics channel here.

Social Media & Business: Common Concerns and Objections

Diving into the realm of social media is not a task to be taken lightly. Many people know they need to be there,  but yet many concerns linger in their minds stopping them from seeing the true value in tools like Facebook, Twitter, blogging, etc. This massive shift in the way products and businesses promote themselves has happened. It only continues to grow stronger and take more hold.

When consulting businesses on social media we inevitably run into the following objections/concerns. My goal is to offer solutions and advice for the company that may be battling with these same concerns when it comes to social media.

1. What if they say something negative about me?

This concern usually always tops the list and the answer is simple: They are going to talk whether you are there or not!! In fact, turning a blind eye to what is being said on social media can be suicide. Take Dominoes for example. The massive PR crisis they had on their hands a few months back could have turned into major proportions had the leadership of  Dominoes decided to “ignore it until it goes away.” Even if a negative storm happens on social media, a companies response and tactic can make all the difference in the world. Oftentimes, a negative can be turned into a positive based on how the company responds. Consumers realize a company isn’t going to be perfect, but they do want to see that a company is willing to engage and acknowledge if indeed something happened that warranted the negative comment.

2. Social media is for kids.

To use Facebook as an example, this tool started out as a way for college students to connect with one another so I can understand why a business who may not be interested in targeting a younger demo would associate social media with kids. However, there has been a staggering increase in the number of 55+ users- with total growth of 513.7% in the last six months alone (as of July 2009) see chart here.

According to NielsenWire, when it comes to Twitter: Twitterers (a.k.a. Tweeters) are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. We found that the majority of people visit Twitter.com while at work, with 62 percent of the combo unique audience accessing the site from work only versus 35 percent that accessed it from home only.

3. I don’t care to know about meaningless things people are doing throughout their day.

We don’t either! Yes, it is true that while using social networking sites you will come across some “meangingless chatter.”  That is not to say that everything on social media is meaningless.  The bigger part of these tools is the information exchange that is avaialable at your fingertips. Seek out the information that you are interested in instead of focusing on the meaningless – it’s out there! Keep in mind, however, engaging with people and building relationships involves communication. Personal details shared can become talking points, conversation starters, and ways for you to become more familiar with people. That’s what networking is all about, isn’t it?

4. I’m not a technical person.

You don’t have to be. Using social networking sites aren’t set up for web developers and computer techies. They are built to be used by the average person. Play around with the tools! You will get used to where the buttons are and how to use the websites. More importantly than being a technical person is coming at social media for your business with a marketing and strategic mind. Many computer companies will consult business on social media when their expertise lies in the technical side of things. Make sure the person who will be handling your social media or the consultant you hire has the marketing knowledge to help you succeed, not just tech savvy.

5. I don’t have time.

Finally, the number one objection we hear. We are not going to lie to you- Yes, this stuff takes time. Although most of the sites are free, it will cost you your time in order to participate effectively. We realize in business sometimes time means more than money. In order to break down the time issue into a manageable amount, a strategy must be put in place. Once you have a strategy, you will know what sites will work best for you, know exactly what to do when you log in, stop you from becoming overwhelmed, make you more effective, and combat time wasted. We all know practice makes perfect and the same goes for social media. Once you learn the ropes and how to communicate, it will come naturally and in turn save you time.

Any other concerns you have involving social media? Please talk to me…I would love to try to help.

Social Media Requires A Complete Shift in Thought for Marketers

There is no question about it. Social media is the marketing of today. Although it is not the only form of effective marketing, it is impossible to ignore.

Many businesses and people are trying to take the same old principles for advertising and simply implement them on social  media forums. They are still in the mind set of  broadcasting to as many people as possible.  This is social media suicide! The rules have changed.

Permission-based marketing.

People now want to SEEK out the information they desire without it being in their face. Tools like Tivo and satellite radio reinforce this idea. We now have the wonderful ability to decide what information and messages we receive. For this reason, search engine optimization and being available on many different social media portals is crucial. Each wing of your social media plan allows you to become more available i.e. found more often.  Fully optimizing these avenues is important in achieving the desired result. It is not to be taken lightly. Just like you would not take your traditional marketing campaign lightly.

Content is Key.

Just “being available” is not the only piece of the puzzle. Social media users are looking for relevant, desired content. If the content isn’t there, you should not even bother. Content will allow others to find you and help them become familiar with you at a glance. When you have the relevant content to back you up, you can then disperse your information via social networks. For example, you maintain a blog which holds your content. You then use Twitter, Facebook, and LinkedIn as a means of getting your information out. Just keep in mind, it does not matter how many people see what you are doing if the content is not there to support you.

Building Trust through Communication.

When users see your content and communication, trust and familiarity are built. You must give to get on social media.  Remember that this form of communication is not about you…it’s not about your superiority or product. It’s about the user and engaging them in relevant information that can benefit THEM. These tactics should not be employed if instant gratification is what you crave. Trust and relationships are built over time, but the long-term benefits greatly outweigh the costs.

When it Comes to Social Media and Business, if There are No Conversations, You’re Missing the Point.

Social media marketing is powerful and necessary. There is not doubt about that. Everyday, millions of people are exchanging information about products, brands, and the businesses they love! They are giving recommendations, feedback,  and sharing their experiences.

Businesses tend to commit social media suicide, however, when they forget this most important and fundamental aspect of all: Social media is about conversations.

In the past, marketing and advertising was only a matter of going out and shouting “Buy stuff from us! We’re the best!” There was no two-way communication happening. Advertising was meant to tell the consumer what he/she should think about the product – end of story.

Modern society has changed that! Companies that are stale and refuse to accept this shift will fall behind the curve. The companies that stay ahead will adapt to an approach to marketing that holds true to the  core principles of conversations and transparency.

When these principles are put into action, the benefits of taking the plunge into social media are virtually limitless! Take a look at these companies who have found success through appropriately using social media.

This video really sums everything up. The advertiser/consumer break up:

Social Media in Plain English

I came across this YouTube video and thought it was excellent! For those still asking yourselves, “what’s the point?” , this short video should help answer some questions. Plus, it’s very entertaining! (You might get hungry for ice cream though.)  Enjoy!

A Social Media Strategy is a Must

Social Media for business can seem daunting and overwhelming at first. It is not enough to sign up for accounts on social media websites just to abandon them or use them intermittently. Having a social media strategy in place can remedy this and also save you time!! We all know time is oftentimes more valuable than money.

Traditional marketing methods and campaigns typically start with a plan. What is your target demographic? What are the desired results? What is the call to action? Just as you would create a solid strategy for traditional marketing methods, the same must be done for social media.

To start, map out a list of your goals and desired outcomes. Goals can include, providing better customer service, building brand awareness, gaining market share, learning more about your target demographic, etc.

Once you determine your goals, research the options and decide on the best social media mix for your company. Other things to take into consideration are your time constraints, where your target audience is and brand image. For example, if your goal is increased customer service it would be a good idea to explore twitter as an option since the response is instant. It is also beneficial to explore what other companies are doing and set realistic expectations for your efforts.

Putting the strategy in place requires a time commitment, however, it does not have to be unmanageable. Part of your strategy should include time management. For example, try spending 10 minutes first thing in the morning checking your Facebook profile and responding to friend requests, wall posts, and messages. Once you have created a schedule that works for you, don’t give up! Social media is not something that develops overnight. It is all about building relationships. We all know a good, solid relationship is built over time. Do not get discouraged if you are not receiving the exact response you had hoped. Make some tweaks as needed and keep monitoring your success.