Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts
Wednesday, March 24, 2010
Facebook Explained
Confused about what Facebook is and is not? Wondering if Facebook is a good place for your business? Here is a link to an excellent explanation of how Facebook can work for business: http://www.box.net/shared/v114cwzk00
Wednesday, January 27, 2010
Tweet? Blog? E-Mail? It's Still the Message That Motivates!
We are blessed with (beset by?) an amazing array of communications media in today’s modern world. You can deliver a message in traditional ways (newspaper, magazine, radio, television, billboard, direct mail), or through an assortment of web-based channels (web sites, e-mail, blogs, Twitter, Facebook, LinkedIn, etc.).
But beware! It is easy to get caught up in how to make contact and lose sight of what you are saying. No matter how you deliver it, the content of your message is what makes things happen.
I recently met with a prospect about starting a social media program for his company. He was skeptical, saying that he had young people on staff who could easily set up Twitter and Facebook accounts without having to pay an outside agency. Perfectly true, as most social media is free and open to all.
“But what,” I asked, “will you say?” As adept as his young staffers are with web-based media, they do not have the experience or insight into what the message should be. Nor do they have the discipline to consistently develop and deliver compelling information to fans and followers who sign up.
If you are going to use social media for marketing purposes — and I think most businesses should — you must make sure your tweets, e-mails, posts and blog entries are:
1. Consistent with your brand image,
2. Contain information of value and interest,
3. Include a call to action,
4. Are compelling enough to elicit a measurable response.
Otherwise, you’ll be just another noisemaker on the web. Remember, just because the media is free does not mean you can afford to take it lightly. Rushing into a social media program without a plan and purpose-driven message is a waste of everybody’s time, and could actually backfire with web-savvy customers.
Go back to basics and remember my “Four I’s” of advertising. Every message should have impact in the form of a strong headline, subject line or tag. It should burnish your company’s image by being well-written and (when appropriate) having an attractive layout. The message must contain information that is interesting and not self-serving. And the message should be written so as to generate inquiries, which can be easily measured.
Keep these rules in mind every time you log on to tweet or post a blog entry. They will help you make the most of the amazing power of social media.
But beware! It is easy to get caught up in how to make contact and lose sight of what you are saying. No matter how you deliver it, the content of your message is what makes things happen.
I recently met with a prospect about starting a social media program for his company. He was skeptical, saying that he had young people on staff who could easily set up Twitter and Facebook accounts without having to pay an outside agency. Perfectly true, as most social media is free and open to all.
“But what,” I asked, “will you say?” As adept as his young staffers are with web-based media, they do not have the experience or insight into what the message should be. Nor do they have the discipline to consistently develop and deliver compelling information to fans and followers who sign up.
If you are going to use social media for marketing purposes — and I think most businesses should — you must make sure your tweets, e-mails, posts and blog entries are:
1. Consistent with your brand image,
2. Contain information of value and interest,
3. Include a call to action,
4. Are compelling enough to elicit a measurable response.
Otherwise, you’ll be just another noisemaker on the web. Remember, just because the media is free does not mean you can afford to take it lightly. Rushing into a social media program without a plan and purpose-driven message is a waste of everybody’s time, and could actually backfire with web-savvy customers.
Go back to basics and remember my “Four I’s” of advertising. Every message should have impact in the form of a strong headline, subject line or tag. It should burnish your company’s image by being well-written and (when appropriate) having an attractive layout. The message must contain information that is interesting and not self-serving. And the message should be written so as to generate inquiries, which can be easily measured.
Keep these rules in mind every time you log on to tweet or post a blog entry. They will help you make the most of the amazing power of social media.
Friday, December 11, 2009
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.
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.
Wednesday, November 4, 2009
Social Media is Not New.
I attended an excellent seminar recently on social media (blogs, Twitter, on-line communities, etc., etc.). The event was sponsored by the Publicity Club of New England and presented by Lois Kelly of Beeline Labs. Lois gave the most coherent overview of a fragmented and sometimes confusing world of new technology, shifting responsibilities and frighteningly fleeting opportunities.
But what I came away with was a sense of deja vu. For, despite the amazing technology that gives us the ability to connect with so many people, the success of social media still comes down to a statement Lois made late in her presentation:
"If you want people to be interested, be interesting."
It still comes down to the story. It has always been about the story. If you don't have something worthwhile to say that provides value, and say it clearly and compellingly, it does not matter how you deliver the message - it won't be effective.
Social media is merely new channels. Capturing attention and motivating action are still the same. Having a strong story and tell it convincingly is still the core of successful marketing.
But what I came away with was a sense of deja vu. For, despite the amazing technology that gives us the ability to connect with so many people, the success of social media still comes down to a statement Lois made late in her presentation:
"If you want people to be interested, be interesting."
It still comes down to the story. It has always been about the story. If you don't have something worthwhile to say that provides value, and say it clearly and compellingly, it does not matter how you deliver the message - it won't be effective.
Social media is merely new channels. Capturing attention and motivating action are still the same. Having a strong story and tell it convincingly is still the core of successful marketing.
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