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ODE TO ANDY ROONEY: My Social Media ‘Pet Peeves’, Part Two

TO CONTINUE
The first part of this blog post detailed my first ‘pet peeve’ about facebook. It involves the new ‘timelines for business pages’ and the page cover designs in particular. You can refer back to that post, Ode to Andy Rooney: My Social Media Pet Peeves, Part One to read it as well. This post, Part Two, will explore my ‘pet peeve’ #2. 

Charlyn Shelton on facebook LIKES

Here’s what Charlyn Shelton of the Facebook for Beginners, facebook group thinks about just asking for ‘LIKES’. She knows that ‘customer experience’ is where it’s at these days on facebook.

FACEBOOK PET PEEVE #2

It is no longer possible to count how many requests one gets in one day. If you ‘LIKE’ my page, I will ‘LIKE’ yours. These taunts are endless and nauseating. Can you hear my screams of frustration? This ‘LIKE 4 LIKE’ obsession no longer has a place in social media land.

HOW MANY FANS DO YOU HAVE?

There was a time, long ago in facebook time, when there were no business pages. There were personal pages for regular folks and fan pages for celebrities. Within one or two incarnations, that has all changed. ‘Fan pages’ were eliminated. They became ‘LIKE’ pages. The goal was to get as many ‘LIKES’ as possible. That was how the search engines determined one’s popularity or ‘reach’.

DON’T MESS WITH THE GOOGLE ALGORITHM

Google has mastered the shape-shifter game. Once too many ‘SEO-iacs’ figure out the algorithm for getting their clients highly rated by Google, Google changes shape. The ‘trick’ is no longer getting gobs and gobs of ‘LIKES’. But it seems that the pedestrian facebook timelines for business users have not gotten the message.

BECOME A TRUSTED CONNECTION

The facebook Edgerank Triangle

The facebook Edgerank Triangle © JamesCarson.co.UK

Now Google rates users by how much they interact and engage with each other. Imagine that. Google is rating business people by how social they are. What a unique concept. Social media is about being social. Yes, SOCIAL. That means being polite when making an introduction to another business owner and possible new colleague. It includes working on becoming a trusted connection. It holds as most sacred, being patient and waiting to talk business until the right time.

CONNECTIONS TAKE TIME

Communication on social media is no different from in-person interactions in many ways:
• Being polite when introduced
• Working at becoming a trusted colleague and connection
• Being patient about talking business and waiting for the right time to do so

Approaching a complete stranger with “ ‘LIKE’ me and I will ‘LIKE’ you” is like speed dating. It makes politeness a time consuming luxury. It does not leave room to become a trusted colleague or connection. It definitely obliterates patience.

THE IDEAL COUPLE

facebook and google +

Facebook on google + © FavoriteGadgets.com

The one relationship that seems to have worked out very well is between facebook and Google. Who knows what was said behind those closed doors. No speed dating there. It just so happens that simultaneously Google changed its algorithm so that the numbers are no longer what matters most and facebook now requires only 30 LIKES for a business page to be fully functional. What a coincidence. Or was it?

So, to get to the point about Pet Peeve #2, once a business page has 30 ‘LIKES’, there really is no need to keep annoying people with, “If you ‘LIKE’ me, then I will ‘LIKE’ you”. (Imagine the annoyance of this being said by two pre-teen girls chatting with each other. No offense girls, but we’re talking boring business. So I doubt you would be interested in this discussion anyway.)

PET PEEVES PUT TO REST
I hope that the points that I have attempted to make are clear and that I have made my case. Is it Pet Peeve #1 or #2 that drives you to distraction? Is it both? Or is it neither? If you agree or even if you disagree, please let me know what you think. I would really like to hear from you. Thanks.

AUTHOR:

Alison Gilbert is a Digital Age Journalist. She is a regular contributing author to DBMEi, writes The Marketing Byte Blog and is The New York Graphic Design Examiner. Alison is the owner of MARKETING BYTES Solutions 4 Local Biz  located on Long Island, New York.
This boutique style – very personal service – hybrid company specializes in helping local/small biz generate sales leads by combining the best of traditional advertising with the latest online marketing technology. Contact Alison Gilbert at info@marketingbytes.biz or call 516-665-9034 EDT/NY/US. MARKETING BYTES serves local/small businesses virtually everywhere.

 

AUTHOR:

Alison Gilbert is a Digital Age Journalist. She is a regular contributing author to DBMEi, writes The Marketing Byte Blog and is The New York Graphic Design Examiner. Alison is the owner of MARKETING BYTES Solutions 4 Local Biz  located on Long Island, New York.

This boutique style – very personal service – hybrid company specializes in helping local/small biz generate sales leads by combining the best of traditional advertising with the latest online marketing technology. Contact Alison Gilbert at info@marketingbytes.biz or call 516-665-9034 EDT/NY/US. MARKETING BYTES serves local/small businesses virtually everywhere.

SOURCES:

Andy Rooney © HolyTaco.com     
 Photo of Andy Rooney © HolyTaco.com


 

Social Media is HARD

The dictionary defines “perception” as “understanding”.  And the prevailing perception is that social media management and marketing is easy.  That people will find your Facebook page, your Twitter account, or your Google Plus page and they will just automatically connect with it.  That they will “like” you without any action on your part.

THIS JUST ISN’T TRUE

My favorite analogy is the opening of a new store.  When you open a retail location, people will not just automatically know you are there.  You need to tell them.  You need your friends to help spread the word.  You need to give people a reason to visit your store, whether it be a “grand opening special” or a product that they can’t live without, they need a reason to visit.

I was working with someone who wants to make social marketing their livelihood.  They have a Facebook page, and were complaining about how their audience wasn’t growing.  They haven’t run any ads.  They don’t even share that much on their page.  But, most importantly, they never asked any of their friends to help by “liking” their page.

They forgot the most basic idea behind social marketing — that it is no different than “word of mouth marketing”.  The platform doesn’t matter.  If your friends won’t or can’t sing your praises, why should anyone else.  And what reason will anyone else have to like your page if all you do is change your cover image?  If the only thing you’ve shared is…nothing.  And you’ve done it with no regularity.

In order to grow our audience, we need to give them a reason to join in our conversations.  We need to provide them with a reason to visit, and a reason to share our thoughts, ideas, and services.

The perception is that social marketing is easy.  It isn’t.  It takes time to cultivate relationships.  It takes effort to curate good content.  It takes momentum to build your audience.  And, it takes thought to become a thought leader.

Want to build your Facebook, Twitter, or Google Plus audience?  Follow these simple steps:

1.  Share good content.

2.  Be human

3.  Share often

4.  Help others

5.  Follow the Golden Rule

6.  Ask for help.

Basically, if you want to build  your following.  Be a good person, and the rest will fall into place.

Author:

Craig E. Yaris is the owner of EsquireTech Solutions, which helps small business get found on the social web, whether through Facebook, Twitter, or LinkedIn, he can both teach you the effective use of any social network or act as your social media manager, enabling you to reach your clients where they are and when they want to hear from you.  He can teach your organization the social media best practices that can help you use the tools of today to cost-effectively increase your bottom line.  EsquireTech Solutions brings the social web to your business.  Visit EsquireTech Solutions or call 516-495-9107.

Resources:

Definition courtesy of dictionary.com

Image courtesy of Get Social With Amy

How to Budget for Marketing

Whatever it is, the budget you put in place for your marketing for the year ahead will shape the results you achieve. Now is the ideal time to define your marketing approach and the budget that will support it. In a recent Toluna survey of businesses, 40% of businesses surveyed stated that they did not feel that their marketing budget met all their marketing needs.

In tougher times, the marketing budget is often the first thing that is cut. Yet it is commonly known that companies which consistently market themselves in a recession perform better than those that don’t. So:

  • How can companies budget better to create the results they want?
  • What can companies do to budget effectively for the year ahead?

Fit your strategy around your target market

Strategy is everything in marketing.  But a separate strategy for your marketing and your sales approach will not deliver the best Return On Investment (ROI). Now is the best time to review your marketing approach in 2011 and identify what worked – and what didn’t. Then, apply this important data to your overall sales and marketing strategy. Which markets are you trying to reach? Which audiences do you want to grow in the coming year? Match this with your marketing approach and plan your marketing spends in careful stages, so that each part of the plan flows from one stage to another. Use inbound marketing technology to track the behaviour of your target markets and ensure that you are using the most appropriate marketing channels to reach them.  This will help you get more from your budget in 2012.

Track your ROI on marketing spend

Your marketing data from the past year will provide a valuable insight into what will work over the next 12 months. So carefully track the ROI you’ve gained this year and identify the activities that have created the best results.

Be ruthless in assessing what is paying you back and what is proving to be a drain on your resources

Would these areas work better with a different approach, perhaps using inbound marketing to accelerate results and make them more profitable? You can also use inbound marketing technology to closely assess and analyse the exact payback from each area of your marketing plan – and feed this knowledge into the year ahead. Put a plan in place for tracking your ROI. Inbound marketing allows you to do this continuously and consistently, letting you to adapt and refresh your marketing activities accordingly.

Create a cross-channel marketing budget

Are you currently using all the appropriate marketing channels? Did your approaches in 2011 feed across the different channels to maximise results – or did you only focus on a couple of areas?

Recent research suggests that companies using social media or “collaborative Web 2.0 technologies” are achieving higher profits. (Source: McKinsey)

Are you one of the companies missing out on a better marketing ROI by neglecting or misusing social media and other technologies?

By using inbound marketing you can connect up all your marketing channels much more effectively, making it easier to retain any potential customers – whatever stage of buying cycle they are at. You can create a cross-channel presence that reduces the cost of building a receptive and responsive brand profile. This approach also makes it much easier to budget for the year ahead. It gives you a core strategy which then feeds out across all the channels – bringing you a better ROI for 2012.

Adapt and update

While it is important to develop a clear strategy to get the best from your marketing budget, it is also important to continuously review and analyse your results. More conventional marketing approaches have traditionally made it quite hard to view the results as you go along. But new inbound marketing technology allows you to view the impact of every single aspect of your marketing approach – as it’s happening. Use this invaluable and on-going insight to adapt your strategy and ensure you make the most of your budget throughout 2012.

What is the secret to budgeting right for marketing in the year ahead?

Everybody wants to make their marketing budget work harder. So how can you ensure you do this in the months to come? Focus on your target market and what they’re doing. By using inbound marketing technology you can get closer to buyer behaviour and demand. You can use this insight to create more meaningful connections by building relationships across all the different marketing channels. This enables you to accelerate the relationships you build with your prospects. Instead of waiting for months to view the results, you can see who’s responding – and adapt your strategy to meet the demand there and then.  This ensures that your marketing spend is continuously matched with where it is most effective and that it feeds right back into your company’s sales and marketing strategy. Create your strategy, use advanced inbound marketing approaches to maximise your marketing impact and assess its impact while it’s live. Keep it consistent and targeted and you can look forward to a better ROI on your marketing budget in 2012.

Author: Sookie Shuen is the community manager at Tomorrow People, a leading UK inbound marketing consultancy. You can read more of Sookie’s content on inbound marketing by subscribing to the Zoober Inbound Marketing blog here. You can also find her on Google+ and Twitter.

Sources:

‘VIRTUAL PAGE SIX’: The Latest Social Scoop

THIS MORNING’S VIRTUAL NEWS

Google+ Ghost Town

Google+ Ghost Town © mediatapper.com

This morning, I was reading a blog post, ‘Why Google + isn’t a ghostown and Pinterest over took it’. Since both Google + and Pinterest are two of my favorite social media platforms, I could not resist commenting on the post after I read it. I started off by saying, ‘Don’t get me going or this comment will turn into a blog post of its own.’ Well that is exactly what’s happened and here it is. I warned them.

SOCIAL MEDIA TODAY

The post went on to compare and contrast Google + to facebook. Well in my mind, that’s like comparing a boutique frequented by a select clientele to a huge shopping mall where everyone goes to look, be seen and shop. They are not to be compared. One is not better than the other. They are just different, very different. And money does enter the picture.

Speaking of pictures, then Pinterest was brought onto the scene. Before I go any further, there is one thing I have to mention. All of these platforms have become about advertising dollars and where a business, from a small one to a major corporation, will get the biggest ‘bang for its buck’. GM just dropped out of facebook paid advertising, unimpressed by their paid results.

SO WHAT MATTERS

the facebook bird

GM has flown the facebook pigeon coop @ silverlight-zone.com

What I say, what I like and what you might think are all irrelevant to the topic unless we are thinking along the lines of monetizing social media. Next, let me say right up front that I don’t care. Monetizing and going public are not the be all and end all in my view. Look at what’s going on with facebook right now and what happened to Ben & Jerry’s Ice Cream, just to name two for whom going public may have had a substantial downside.

WHAT MAKES THE DIFFERENCE

This doesn’t mean that financial intelligence should be thrown out the window. Of course it is important, even essential. But intelligence and gluttony are at opposite ends of the monetizing spectrum that I see.

So do what you have to do but don’t ruin a good thing. I think Google + is a very good thing. I post on it quite often. I also enjoy being very selective about whom I invite into my circles.

On the other hand, facebook is where I hold my raves. I know they don’t have them anymore. But if they did, that is where I would hold them and that is what I would call them, my big bashes. Everyone would be invited.

Right now, Pinterest is the darling of the social scene. She is much too young to bet on how she will mature. For now, she has class, she has charm and despite a bit of flakiness around her legal/copyright edges, she is everyone’s sweetheart, with one exception.

A CHALLENGE FOR GUY KAWASAKI

Pinterest written out with board images and hearts

Pinterest is ‘Almost’ Everyone’s Darling @ etownian

Guy Kawasaki is reported to have said that he is not impressed with her because all she is about is food and fashion. And we know what he likes. Maybe his hockey skates are tied too tight and that is cutting off the circulation to his eyes because that could not be farther from the truth of the matter in many cases.

I invite Guy to visit my boards on ‘The Pinterest Journalist’. There is not one pretty dress and only a few flowers. They do grow in nature, you know. But Guy, just don’t ask me to meet you in the skating rink for a counter challenge. OK?

MY FINAL VOTE

http://www.lizmelville.co.uk/2010/10/foursquare-running-for-election/voting-ballot/

They all have my vote © lizmelville.co.uk

I vote ‘yes’ for all three, Google +, Facebook and Pinterest. Will I spend money on them? Will I participate in a Facebook purchase the week after the IPO? I doubt it. But as time has value, I have spent a fortune in hours, days, weeks, months and in the case of Facebook, years and I have no intention of stopping. There are no social media ghostowns around my blogging territory.

AUTHOR:

Alison Gilbert is a Digital Age Journalist. She is a regular contributing author to DBMEi, writes The Marketing Byte Blog and is The New York Graphic Design Examiner. Alison is the owner of MARKETING BYTES Solutions 4 Local Biz  located on Long Island, New York.
This boutique style – very personal service – hybrid company specializes in helping local/small biz generate sales leads by combining the best of traditional advertising with the latest online marketing technology. Contact Alison Gilbert at info@marketingbytes.biz or call 516-665-9034 EDT/NY/US. MARKETING BYTES serves local/small businesses virtually everywhere.

SOURCES

Google Places for Your Service Industry

An innovative business known as PlumberSEO.net has found a way to use Google Places for service industry networking. While they specialize in working with HVAC contractors and Plumbers, PlumberSEO helps those in their industry take their businesses to the next level with effective online marketing with social media, SEO, map optimization and many other internet marketing tools.

Find a Plumber and More

It used to be that when you were looking for a plumber, electrician, roofer, or any other type of service contractor, you picked up the yellow pages and almost always went with the one that had the most impressive ad, the most credentials, and the most well-known company brand name. In today’s world, very few people still use this traditional method of printed resources, instead, they head to the web to look for the best options for service contractors in their area. One of the ways in which Google has made this search easier for consumers is by adding Google Places.

Check out this quick video to get familiar with Google Places if you require a bit more in-depth understanding.

Now when people look for service contractors in their area, they commonly head to Bing, Yahoo, Google, or other favored search engines as well as to social media sites where they may ask friends or family if they can suggest a contractor in the area.

A recent survey of 2,000 consumers revealed the 86% of the surveyed use the internet to find local business, 74% of those cited search engines as where they go when seeking a local retail or service industry contractor.

Local businesses that are not showing up on page one of search engines are missing major opportunities to grow their business as most people tend to decide their choice in contractors from page one of search engine results.

How to Manage Google Places

Google Places isn’t without its own flaws. However, most of these are user related and may just require a bit more of an in-depth understanding of how Google Places works. If you have had any issues you may want to check out this video for some helpful tips if you find you need help troubleshooting.

In addition, be sure to check out how to Optimizing Your Google Places Page to get the best results for your business.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

Sources:

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