Getting Started with "Social Media"

You've heard the terms "social media, "new media" or "inbound marketing." But the flurry of options has you confused. Twitter. Facebook. LinkedIn. Blogs. Ning. Where to begin? Here is some fast advice, in order of importance:

1. Web site. Make sure you have one, and make sure it is up to date. That means attractive, engaging and interactive. No more "electronic brochure."

2. Blog. Remember the rule, "If you want people to be interested, be interesting." A blog let's you share your knowledge with customers and prospects so that they begin to see you as the expert and thought leader in your field of expertise. It does not hurt that a blog can also help raise the visibility of your web presence.

3. LinkedIn. This business-oriented network is becoming increasingly popular and is a great way to make B2B contacts. But you have to work at it a little bit. Keep your profile up to day, join appropriate LinkedIn groups, and make sure your blog posts are sent to your LinkedIn profile to keep things interesting (there's that word again!).

4. Twitter. Don't "tweet" like a teenager seeking attention and approval. Use Twitter as a notification device when you have something worthwhile to convey. Like a new blog post, new product, update to your web site, etc. Include a link back for more information.

5. Facebook. The new business-oriented Facebook can become a gathering place for customers ("fans") and a way for prospects to check out your company. Set up a page for your business, or even several pages for different divisions or departments. Urge your customers to become fans and contribute their thoughts and comments. You may even want to set up an employee Facebook page for distribution of company information and feedback from employees.

6. Ning. Although not as well known, Ning may eventually grow into a more powerful community-building tool than Facebook. You can take the lead on a topic or idea by creating a Ning community and becoming a "connector" for those who have a shared interest.

7. Google AdWords. For certain products and services, a Google AdWords campaign can drive leads and prospects to your web site. Don't treat them like regular visitors! Set up a distinct and separate landing page in order to capture interest and information right away. And be ready to respond quickly. An internet lead has a short shelf life.

This is a very quick overview of ways to use some of the new media tools available. The key is to be consistent in deliver good, usable content so that you will be found, considered and contacted.

Is Your Web Site Evolving?

The World Wide Web is almost 20 years old now, and many businesses (especially the "early adopters") are working on the third, fourth or fifth version of their corporate web site. Just as the web has evolved, so must your place in it change and grow.

Unfortunately, too many business "leaders" still consider their web site to be nothing more than an electronic brochure. Or, worse, a nuisance that costs too much money to build and maintain for very little payback. Chances are they are correct, as it is unlikely they have developed a well thought out web strategy as an integral part of their overall corporate planning.

But other companies have embraced the web as an exciting and all-encompassing communications tool, with all the opportunities that entails. Some have converted their entire business model to be web based, while others are using the web as a powerful marketing engine to drive leads and sales.

How about you? Is your web site something you can point to as a valuable part of your organization? Does it actively, engagingly and effectively communication your company's message? Most importantly, does your web site contribute to the profitability of your business?

If not, it is time to reevaluate your commitment. The web and the world are moving on around you. You can either get on board or get left behind.

A Tasty Option

I am constantly finding new and interesting ways to use the web. OK, so maybe I am late to the party on many of them. But I still think there are some simple things that the web does so much better than anything else.

Map directions, for one. Looking up zip codes. And now, making restaurant reservations.

I recently stumbled across OpenTable, a really cool site that let's you find a restaurant and make a reservation without having to look up a phone number, get put on hold for ten minutes, then speak to a bored host or hostess who will probably get your name wrong and write down the wrong time or date.

Give OpenTable a try next time you are planning a dinner out.

Giving Away the Store

For many years I have encouraged my clients to "share your knowledge" as an effective form of marketing. Tell people what you know - demonstrate your expertise - and they will be more likely to remember you when they need your services or products.

That approach to marketing is more prevalent and more effective than ever, thanks in large part to the explosion of more direct channels of distribution. Years ago the "sharing" was done on a limited basis, through articles that we managed to get published, white papers and newsletters. Now my clients share what they know through blogs, on Facebook, with self-published e-books, via e-mail blasts - there are ten times as many options today.

Still, some are still reluctant to "give away the store" by providing too much information for free. They are afraid that, by anticipating and answering questions and offering problem-solving solutions, they will obviate the need for a prospective client to hire them.

Nonsense! Sharing what you know is simply proof of expertise in advance. It allows a potential customer a glimpse into how you think, and what your area (or areas) of expertise might be. Consider this "show and tell" as an audition that could lead to a starring role.