Category Archives: Featured

What to Tweet to Stand Out from the Masses

Now that 645,750,000 million Twitter accounts have been set up, it’s a great time to distinguish yourself from the rank & file. Building an online presence — whatever the platform — is, in fact, under your control.  People using the “Global Whiteboard,” i.e. the Internet, must keep in mind that “Whatever you post can and will be held against you.”

So if you want to grow your online reputation by prudent and intelligent use of Twitter’s microblogging technology, you do need to be deliberate: Plan a Tweeting Strategy that will help you build relationships, grow a community of followers, find answers to your own challenges, and become a Go-To Source for information.

What should you Tweet?

Here are ten ideas to help you stand out from the crowd and achieve your communication goals:

1. Be your own unique self: When you have a personal insight that you would like to share, your “microblog” on Twitter helps paint a picture of you as a caring, thinking individual.

e.g. “People are NOT merely numbers. When businesses fully understand this, their strategies and tools will adjust.”

e.g. “The future of advertising is evolving, so take a risk and try something new and different. If it doesn’t work, don’t lose the lesson.”

2. Be a curator: The most valuable information on Twitter for many Tweeple are the links alerting them to useful information. And some of that indispensable wisdom could be your own blog posts, photos, or videos. Of course, you will need to use a URL shortener like bit.ly [http://bit.ly/] or you will not have enough characters to write a context for the link.

e.g. Creating a video resume is only one of the fantastic tips for “Enhancing Your Online Presence Through Video”: http://bit.ly/di2Tmo

e.g. This weekend, it’s time to Tweak that LinkedIn profile: http://bit.ly/ad6Bjr [NOTE: Shameless plug for one of my own popular blog posts.]

3. Reward with Retweets: One of the best ways  to build relationships on Twitter is to RT (ReTweet), i.e., expand the reach of someone else’s Tweet so that it can be read by your followers.

NOTE: It’s fun to see RT’s of your own Twitter updates. There’s even a scientific study that shows the most (and least) RT’d words and phrases:  To earn your own RT’s, try to use any of these Top Ten Retweeted Words: (a) you, (b) Twitter, (c) please, (d) retweet, (e) post, (f) blog, (g) social, (h) free, (i) media, (j) help

4. Search & Reply: Search Twitter for a keyword or phrase in your line of work. Find a Tweet that resonates with you and REPLY, i.e. @twittername with a comment to them.

e.g. Search for “local marketing tips” — Find a Tweeter whose advice you like — Write a comment or tip of your own to that person.

VOILA, you have started a new, possibly productive relationship!

5. Use hashtags: The pound or number sign — # — signifies a particular topic that can be commented upon and easily found by anyone searching Twitter. These “tags” are either created on-the-spot by anyone OR they are regularly used to continue conversation/discussions.

If I am Tweeting at a conference like SocialBiz2010, I would add #SocialBiz2010 to all my Tweets, and other participants could keep track of my notes AND add their own.

Same goes for books. I’m reading Brian Solis Engage, so when I like a certain insight, I can Tweet something like this:

“Brandstreams are fortified content channels dedicated to reinforcing brand personality & value proposition across the Social Web.” #Engage

6. Get personal: People new to Twitter are turned off by such seemingly insignificant and frivolous references to restaurant visits and waiting in lines at airports. However, this type of banter does NOT make Twitter “stupid” as some newbies say.

Rather, Twitter offers a very, very easy way for people to let one another know they are “listening” and that they care. People do business with people, so the more human we are with one another, the easier it is to build trust.

Plus, you may read about that restaurant and want to know more about the food & service OR perhaps your Twitter pal is on his/her way to your city and you hadn’t even known it.

As email becomes less and less read (recent statistics say that 90% of email goes unread), Twitter Updates are great ways to send a note to someone simply to keep in touch. When you put the at sign @ — in front of the name @yourbuddy, the friend can easily find these references in his/her Twitter stream.

7. Don’t forget DM’s: When your personal friend is following you, you can always send a DM, i.e. Direct Message, that only he/she can see. Common Twitter courtesy is NOT to RT DM’s. 🙂 That is, you shouldn’t share private Direct Messages with the rest of the Twitter world.

Given the simplicity of Twitter in comparison with email, DM’s are a great choice for arranging meeting times, sending a personal tip, or just saying HI to a friend.

8. Ask questionsBecause Twitter is quickly becoming a popular search tool, you should consider asking for information you need — or would simply — like to know:

e.g. What’s your favorite new movie out now and why did you like it?

e.g. Has anyone else had trouble getting Foursquare to work right on their Droid?

You just may cultivate new friendships as you learn useful new information. People on the Social Web LOVE to help one another . . . and show their expertise.

9. Company promotions: FINALLY, we get to the more business-type uses for Twitter. Common Wisdom suggests that no more than 20% of your Tweets should be strictly business, or you will be considered a spammer.

You certainly Can and Should Tweet about special sales and even discounts for Twitter users:

e.g. Discount prices on adult and child tickets to such-and-such attraction in Orlando. Use coupon link [URL].

e.g. $249.99 for a 1 Year Membership to Fitness Club. Use coupon link [URL].

10. Company news: Why not add short blurbs about people and events as well:

e.g. @lizzywebmart is now offering discounts on website home page videos

e.g. Social Media University class schedule for September is now available. Click link [URL]

Fifty-five million Tweets a day: But how many of those will be worth reading and following through on? Plan and implement your own Tweeting Strategy — and your Tweets will be the OutStanding ones.

What other Twitter Strategy ideas have worked for you?

FURTHER READING:

Twitter does NOT have to be “stupid”

Twitter 101 – What should you Tweet, part ONE

What should you Tweet, part TWO

Twitter Basics “cheat sheet”

What to Tweet so your company becomes a Brand All Star

21 Tips for using Twitter and Facebook for business

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10 Steps to Update your LinkedIn Profile for Maximum Find-ability

My friend Barry had been unemployed for more than a year when he came to one of my LinkedIn workshops to maximize his site profile. Shortly thereafter he was tapped by an overseas firm for a very lucrative project. My brother Chuck had been at home “playing” with social media. I suggested he focus on LinkedIn; he did; now he’s got a great sales job. My fellow BNI-er Kathy has rebranded her design business beginning with a brand new LinkedIn profile.

And getting jobs and new business is only the beginning. See the previous post for why you need to join — and be active — on LinkedIn.

For maximum find-ability, be very deliberate in adding pertinent Key Words to your profile. When search engine spiders crawl the web to find answers to people’s queries, they look for the most credible sources. And LinkedIn is one of today’s Most Credible sources, so when you choose the key words relevant to your expertise — and add them into your profile –you will be Found. At the end of the article, you can check out my “scores” relating to being found online.

This tutorial will help you take the first critical step to LinkedIn success, and that is Posting a Great Profile. To help you do just that —

  • Read the instructions
  • Use the included worksheet to follow those instructions
  • Check out my LI Profile for a model and/or comparison

Now go straight to “Edit Profile” function:

 

NOTE: See the “Profile” category on the top menu? If you point your cursor there, you will get a drop down box with the option to EDIT PROFILE.

Maximize your LinkedIn profile

STEP ONE: Your photo

Choose a good quality face shot. It’s okay if you have a “face made for radio”; people do business with people, not icons. Lots of people choose professional head shots. My personal feeling is that there is nothing wrong with that, but if you can get some color or pose that makes you stand out, so much the better. Some people feel you should change the face shot with some regularity. I disagree. My own experience is that I feel something of a “disconnect” when I see a different photo of someone I’ve grown to know online.

How do you add your photo? Not difficult at all if you have a photo on your computer or a flash drive. Simply click on “Edit” under the photo box. You will see this instruction: “You can upload a JPG, GIF or PNG file (File size limit is 4 MB).” Search your computer and Upload. Then SAVE.

STEP TWO: The ALL-IMPORTANT Headline

Please whatever you do, do NOT neglect thoughtful consideration of your Headline. The worst thing you can do is “leave it to chance,” i.e. the default headline that appears when you input information about your current position. Also keep in mind, that every time you add a new position, you will need to Re-Edit your headline as LinkedIn automatically goes to this default headline.

WHY is your headline so important?

  1. LinkedIn results show up most readily in searches for people’s names.
  2. The Words used at the beginning of any post are most appealing to the search spiders — and thus most powerful.
  3. The “Headline” follows you around when you are searched for, when you answer questions on LinkedIn, on the list of connections for those you are Linked to, etc.
  4. MOST IMPORTANT, however, is that this is the place where people first find out WHO you are and WHAT you can do for THEM.

Think of your headline as your Personal Brand Statement. This begins with the opportunity to ADD keywords to your name, e.g., my adding Social Media Educator. You can include these keywords by putting a comma after your last name in the edit box and following with the title.

Then you have 120 characters, and you should use every one of them. Best practice is to begin with BENEFITS for those reading your profile. Follow this with a career category or job position, and your email address. [Some people suggest that LinkedIn discourages email addresses in your profile, but my experience is that this is no longer valid advice. If you have a different viewpoint, please add it to the comment section below.]

For a longer discussion and examples of “deliberate” headlines, check out my past profile maximization article.

Here’s the Top Half of my Profile:

 

Maximize your LinkedIn profile to get found onlineSTEP THREE: Your “update”

Although technically not part of your profile per se, there is a box within which to add an update. And, if you have added one recently, it will show with your profile, when people find you on LinkedIn.

How often should you update, and what should you say?

First of all, keep in mind that even though many of today’s applications allow you to automatically update to All your social media sites at the same time, my best advice is NOT to do that. After all, if we are all automating, then who is reading.

While many people update frequently to Facebook and Twitter, Best Practice on LinkedIn is to keep it more “professional,” i.e. three times a week is probably ideal. You will not inundate your connections, but you can stay Top of Mind.

So what should you say? The general advice is to say anything that contributes to your reputation as the Go-To Source for information/support in your expertise. Certainly you can share links to your own blog posts and other stories that are relevant to your target audience. In addition, you should pass along helpful news and tips that you pick up at conferences, meetings, and in your reading.

STEP FOUR: Current and past position[s]

When you download a resume, some of this data will be filled in automatically. But here’s a caveat: ALWAYS proofread what LinkedIn posts; there are bound to be many mistakes as well as repetitions. Better to manually fill in this information. And when you do, be Deliberate. Use as many key words in your job titles as you can authentically create.

[Here’s a tip for filling in information beyond these ten tips: You should “complete” your present and former job descriptions with loads and loads of key words. More about this when we discuss your summary.]

STEP FIVE: Recommendations

Testimonials and “word of mouth” is the currency of business these days, and LinkedIn’s recommendation power is huge. But how many recommendations do you need and how do you go about getting them?

First off, my experience is that anywhere between 20-30 recommendations seems ideal. More than that and you may seem like you are bragging. And who’s going to read 50 recommendations? If you have so many, no doubt they will not all be as beneficial, so why take the chance that with too many to select from, someone will read one of the less powerful ones.

Secondly, how do you go from zero to 25 recommendations?

a) When you just begin, you will probably need to ask some of your business associates who are on LinkedIn if they would write a recommendation for you. Remember they need to be a LinkedIn member to write a LinkedIn recommendation.

b) Do not, under any circumstances, send a blanket email to several of your closest friends asking the group to recommend you. You may not have them as your closest friends anymore if you do this. Writing a recommendation is very personal. Keep it that way. Approach a few people one at a time.

c) After you have collected three recommendations, you probably should only ask someone if that person has just written you a nice note or otherwise told you how great you were. Then you might suggest they write it out in a LinkedIn recommendation.

d) Finally, the best way to get recommendations is to Give Them. This is another instance of Giver’s Gain. One tip here, though: don’t write a recommendation for someone on the same day they write one for you. Your connections might see both recommendations being added concurrently and discount them as disingenuous.

STEP SIX: Your Connections

Here I’m going to copy verbatim what I wrote in my earlier post:

The magic number is 500. Once you surpass that number, your total will remain 500+, whether you have 501 or 5,001.

Whom should you connect to?

Some people choose to keep their LinkedIn community close, i.e., only folks they know personally and would be happy to recommend.

On the other side of the LinkedIn world, you will see “LIONS” — LinkedIn Open Networkers, who accept every LinkedIn invitation and display their email addresses.

I, myself, fall in the middle. In addition to people I know in person, I like to “meet” people in Group Discussions and through Q&A, check out their profiles, and send invitations if I think we can support one another in some way.

If you, personally, are FOR or AGAINST being a Lion, please add your opinion in the comment section below

STEP SEVEN: Websites

Here’s a big opportunity that many people miss when they opt for the default titles “My blog” or “My company” or “My website.”

Edit this section, and in the drop down box, click on OTHER. Then you have the chance to write the actual NAME of your blog, company, and website — another opportunity for key words on your profile AND increased “Find-Ability.”

STEP EIGHT: Twitter

The first question here might be should I have a Twitter account, and I would suggest ABSOLUTELY, yes. Then you will not be behind the curve when Twitter replaces email five years from now :-). For a bit more information on Twitter, you might start with by reading some of my blog posts under the category Twitter Basics, especially Twitter 101: Twitter Doesn’t Have to be Stupid and the Workshop Cheat Sheet for Twitter.

If you are on Twitter, list your “handle.” You’ll see that you can post LinkedIn updates on Twitter. Certainly do that. The reverse, however, i.e. posting every Tweet onto LinkedIn is probably not a good idea.

STEP NINE: Your “public” profile

Another simple “fix”: Edit the default URL from a long unwieldy string of numbers and letters after your name to just your name. Of course, like me, someone with your exact name and spelling of the name has probably already secured that URL, so add something like your city.

Here’s mine: http://www.linkedin.com/in/shariweisssf — I merely added “sf” for San Francisco after my name.

STEP TEN: Your summary: a powerful branding statement, which needs to be loaded with key words

Your most time-consuming task, so I’m breaking into workable chunks:

A) Here is the 3-paragraph format I believe is effective for most of us:

  • FIRST PARAGRAPH: Communicate quickly and clearly the type of opportunities you are seeking.
  • SECOND PARAGRAPH: Highlight 3 or 4 key career accomplishments that demonstrate your qualifications. [Don’t use bullet points. Make it a friendly narrative.]
  • THIRD PARAGRAPH: Answer the question: How are you UNIQUE? How are you DIFFERENT?

B) After these short, clear, and concise paragraphs, add a line all on its own [for emphasis] like this:

For more information, please check out my blog: http://sharisax.com, email me at sharisax@aol.com, and follow me on Twitter @sharisax

C) Then include a COMMON MISSPELLINGS line like mine:

[Common misspellings: Wise, Wiess, Sharon, Sheri, Sherry, Shari Sax]

If people are looking for you, don’t let them miss you simply because they don’t know how to spell your name.

D) Finally, there is the SPECIALTIES section which is hugely important.

Here you put all the KEY WORDS and KEY PHRASES that people are looking for when they search the LinkedIn site. My latest understanding is that keyword PHRASES are better than single words  — to help you differentiate yourself from the many others who mostly put in single words.

My LI summary as an example:


And here’s your LinkedIn profile Worksheet

[you can click the link for a separate worksheet]

1. Photo: _____________________________________________________________________

2. Headline: ____________________________________________________________________

  • 2 benefits for audience
  • Your “title”
  • An email or website or phone number

3. Update: _____________________________________________________________________

4. Current position[s]: Be certain to use keywords [phrases]

5. Recommendations: ____________________________________________________________

6. Connections: _________________________________________________________________

7. Websites: ____________________________________________________________________

Do not use Defaults. Use “other” and Keyword phrases

8. Twitter: ______________________________________________________________________

9. Public Profile: _________________________________________________________________

10.  ALL IMPORTANT SUMMARY:

FIRST PARAGRAPH: Communicate quickly and clearly the type of opportunities you are seeking.

SECOND PARAGRAPH: Highlight 3 or 4 key career accomplishments that demonstrate your qualifications. [Don’t use bullet points. Make it a friendly narrative.]

THIRD PARAGRAPH: Answer the question: How are you UNIQUE? How are you DIFFERENT?

ADD “for more info” line __________________________________________________________

ADD common misspellings _________________________________________________________

SPECIALTIES: Include ALL the keyword phrases you think people might use to search for someone who does what you do.


PS  Video Filling Out Your LinkedIn Profile from Butterscotch.com. You will see nine other LinkedIn videos as well as other tips for LinkedIn success in the articles on this blog under the category LinkedIn Basics.

PPS If you’ve got other tips, please do list them below PLUS any questions.

PPPS Oh, that’s right. I promised

Shari’s getting found scores:





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Social Media Policy: Protect your online reputation

Q: Who needs a social media policy?

A: Any person with employees, independent contractors, and visitors who may use your business computer.

With more than one-third of the world’s population now online, it makes sense to have guidelines and procedures for cyber citizens to turn to — and if you are a business owner or manager, you are putting your enterprise at risk without a carefully drafted, communicated, and monitored Social Media Policy.

What exactly is a Social Media Policy?

Simply put, your organization’s Social Media Policy should set forth a listing of Do’s and Don’ts for online behavior. The best policies willdefine social media and describe your expectations of staff, independent contractors, collaborators, and, in fact, anyone who comes into the workplace and uses an organization’s computers. In a sense, the policy is a Code of Ethics for posting on the World Wide Web.

Is there a one-size-fits-all policy?

If only that was available! However, a 30-minute search on the internet will reveal hundreds of “model” policies from well-known companies [sources listed below] and dozens of tips for inclusion in a document that you can easily construct to address the particular needs of your individual business.

What are some of the key points to address in the internet usage guidelines for your organization?

1. State that the policy refers to all company employees and applies to multi-media, social networking sites, blogs and wikis for professional and personal use.

2. Make certain that information is a professional reflection of opinions and beliefs — avoiding abusive, racist, unethical remarks.

3. Think carefully before posting anything. Use common sense: do not post either proprietary company material or private information about yourself or co-workers.

4. Be honest about who you are and make it clear that views expressed are your own — and not that of the company unless you are authorized to speak for the organization.

5. Refrain from engaging in heated conversations or posting angry comments that attack individuals.

6. Endeavor to share accurate, factual information backed up with well-researched links or documents. Stick to your areas of expertise.

7. Use the internet to find out who is writing about your organization — both positively and negatively. Engage with both in a professional manner to build relationships and solve problems.

8. Understand copyright and respect copyright. Do not use the postings of other people without permission or acknowledgement.

9. Respect the privacy of offline conversations.

10. The company reserves the right to avoid certain subjects and remove inappropriate comments.

Here are links to databases including “model” social media policies:

154 Social Media Policies

57 Social Media Policies and Templates

Again, WHY do we need a Social Media Policy?

First and foremost, you need to protect your organization from inappropriate and possibly damaging communication on the computer. Your attention to possible online threats will address stakeholder fears and mitigate risk for both employers and employees — in addition to outlining what can and cannot be published on the internet. A well-constructed policy can become a tool for monitoring your online presence to build a stronger reputation — and a more successful business.

Here are some of the comments contributed by readers when this article was first published:

This is especially true in large and diverse companies, and even more so when they’re spread across different countries and cultures. The goal isn’t to constrain the employees, but to offer them helpful guidance and tips. — Posted by David Marutiak

*  *  *

I agree with you, companies practicing social media without a policy in place run a higher risk in damaging their brand image. — Posted by Sanjay Dmello

*  *  *

Great points! Given that the majority of online Americans are now members of at least one social network, and that everybody talks about work sometimes outside the job, it’s critical that companies have policies in place to provide guidelines for social media work in and outside the workplace. I recently wrote a blog post that may be helpful on how to develop a social media policy: http://webbiquity.com/social-media-marketing/how-to-write-a-social-media-policy/ — Posted by Tom Pick

Tom, I read your article and like it very much, especially the point that suggests:” If you don’t know, then ask.” Lots of people do say “It’s easier to ask for forgiveness than permission,” but I don’t think that’s a particularly wise idea when you can damage a company’s reputation. — Shari

*  *  *

My organization is amending our acceptable use policy to include social media. It’s unfair to expect associates to read minds – it’s important to clearly spell out what is and is not appropriate within the social media environment. I’ve also found in our discussions that clearly illustrating who can/cannot use social media within the office environment is very important. What about personal email? Facebook posts during the lunch hour? It’s crucial to spell it all out, especially in a company with thousands of employees across multiple locations. — Posted by Maureen (Kaiser) Richmond, APR

*  *  *

Actually there are already two documents almost everywhere – confidential agreement and PR-policy. Whith responsibility measures. Why create one more document to add it to other regulations? — Posted by Natalia Gurova

*  *  *

Not only your business needs a social media policy, but more importantly it has to build an in-house social media team, with clear objectives AND strong focus. Otherwise, an immense amount of time and resources will be wasted! — Posted by Nikolaos Bonatsos

*  *  *

Yes, absolutely. Having a social media policy is necessary for the reputational sustainability. This means that all stakeholders and targeted followers are consciously involved in the social promotion of the business brand(s). — Posted by Jawad Aarji

*  *  *

I don’t see this as simple at all. What’s an “abusive” remark? Rather like obscenity, I suppose I know it when I see it, but it’s very difficult to objectively define — and there are First Amendment concerns that must be addressed. Surely, a Carl Paladino-style email is out of bounds, but what of an expression of opinion at variance with a corporate legislative objective, which later turns up in a blog or newspaper? Slippery slope, no??? — Posted by Mike Collins

Mike, I’ve heard one company’s policy is simply “Use Common Sense.” I suspect that common sense is more difficult to describe than obscenity.– Shari

*  *  *

Good point. That’s why when I present on this topic I draw a distinction between “shoulds and shouldn’ts” and “musts and mustn’ts.” For example, an offhanded remark on a social media site along the lines of “my coworker in the next cube is a real idiot” would be something you shouldn’t say, but it’s not a fire-able offense. On the other hand, revealing trade secrets or non-public financial numbers may very well be cause for termination. Employees need to understand, and therefore the policy needs to explain, such distinctions. — Posted by Tom Pick

*  *  *

Social media is sure to grow and yes, it’s vital companies have some kind of protocol for its usage. I know one company in London that prohibits use of conversation sites between certain peak working houre ie between 9am-1pm then 2pm-5pm. I know I’d be a concerned if a colleague was on social media sites when I needed them to call clients and get invoices paid! — Posted by Esther Porta

*  *  *

I think that when you are a business and you want to harness the power of social media, you really need to put 3 things into place: a strategy (why, how, goals and using what), a social media policy (to “protect” employees and the company from doing something stupid without knowing it) and social media monitoring (what is being shouted at your social media profiles; being said about you and your brand; the market including competitors, etc.)

I think leaving out one of these three will result in poor results and possibly failure. However, implementing all three will require manpower, time and money which a lot of businesses are not willing to invest since social media seems to be “free”.

Another major items that is forgotten is to inform ALL your employees of what social media is and can do (positive and negative). Just take a look at most blunders, they are not made by marketeers but other people on the factory floor or office. They have no idea what the dangers are.

Finally, I strongly believe in presenting the social media policy in a face-to-face format to ALL employees so they know it exist and know what it entails. So often I ask (even marketeers) if they know where the policy is and they can not find it back. Anyway only 1 in 4 companies has a policy.

If you want more info, I am always open to discuss more — Posted by Mic Adam

*  *  *

Social media policies should be set so people know what is considered unacceptable to the company brass. (Those posts also play a part in the person’s personal brand.) My rule is that if you don’t want others to repeat it to anyone and if you don’t want it to trend in traditional and electronic media, don’t post it!

Therefore, if you’re want to criticize a person, policy or company, do it in the privacy of your own home — if the person listening can be trusted not to share it, of course! – Posted by Gail Sideman

*  *  *

[These comments posted on original article published on CompuKol.com: http://compukol.com/blogs/compukol/social-media-policy-why-your-business-needs-one/]

Still looking for examples of great Social Media policies? Here are 100 to choose from.

Sadly enough, research shows that two out of three organizations have no social media guidelines at all. Is your company one of them?

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How TO DO Facebook Right . . . If You Care About Your Online Reputation

When I heard the title “The zen of social media marketing,” I knew I had to read this book by Shama Hyder Kabani.  Her chapter on Facebook was really detailed with lots of tips, so I thought I’d offer many of the items on Shama’s list of Do’s and Don’ts with my own comments.

Facebook DO’s and DONT’s for those with a business to grow

DO:

1. Spend time creating an outstanding profile

a) Begin with the “right” photo. Many people suggest that Best Practice — for those wanting to establish a consistent and credible online presence — is having one head shot that is distinctive, i.e., memorable, but not too casual.

b) The brief message below your photo could be a bio, mission statement, and/or a quote you live by.

c) Personal information you include, like hobbies and activities, can spark deeper relationships when connections see you share similar interests.

2. Let your personality shine through

Remember that people do business with people — not organizations. The whole reason why Facebook works for business is that you as an individual have the opportunity to build one-on-one relationships with people who can grow to like you better and trust you more.

3. Reach out to people in a professional and thoughtful manner

The word I like is “deliberate” i.e., EVERYTHING you write on the Internet needs to be carefully thought out; it’s indelible ink — and Findable.

This does not mean you are “inhuman”; on the contrary, you just need to be your Best Self. If you have just had a bad experience or you’re simply in a bad mood, write your feelings down somewhere else besides on the Global Whiteboard.

When people do discover you online, they should find a person who is the Go-To Source for some kind of information. That is the kind of online reputation you want.

4.Build a loyal Facebook friendship base

Shama suggests having a “friending policy” and most experts agree that if you want to expand your business using social media, you need to expand your definition of a friend, as well. Think connections, not intimate buddies. If you have really personal stuff to talk about, that doesn’t belong online anyway.

5. Leverage Notes and status updates by providing value

Status updates give you an opportunity to engage regularly on Facebook with short messages that show who you are, what you care about, and how you can help your community solve problems and meet challenges.

The Notes section is like a blog on which you can write your own short articles or share helpful information that you read. Your Notes entries will first appear as News Feed updates and then remain accessible on your menu board.

6. Work on attracting people to your site (using real value, not pushy links)

One of the most important “commandments” is Thou Shalt Not SPAM!

People typically come onto Facebook to see who’s there, what they are doing and thinking. The last thing they want is to be sold anything . . . so if you want to “use” Facebook for business reasons, you do not sell products/services — rather, you sell yourself, your nice, friendly, smart self.

7. Build a community around your topic or specialty

This is the Real Opportunity for building your business online: Start a Fan Page. It is a micro website, a public profile for your business/products/services in your Facebook neighborhood.

Invite your connections [i.e., Facebook Friends] to become your “Fans” and then keep them engaged:

  • Be proactive in your networking efforts
  • Share relevant pictures and videos
  • Participate actively with special offers and other reasons to keep your fans wanting to see what’s new.

Use your Fan Page content to build Brand Evangelists!

. . . and here are Shama’s DON’TS

1) Don’t be pushy

2) Don’t post your web link when writing something on someone’s Wall.

3) Don’t send or accept frivolous applications.

4) Don’t use your business name as your profile name.

5) Don’t put up crude or thoughtless pictures or comments.

6) Don’t expect social media to “work” for you.

7) Don’t be impatient.

FURTHER READING

Book Review: The zen of social media marketing

Don’t make these social media “newbie” mistakes

How to do social media “By the Book”

FURTHER WRITING

Please leave your own tips and experiences in the comment section below. Let’s help each other get the most value out of Facebook.

Phoro by Howard Blum
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Social Media Victories — and how to win them

Bay Area Consultants hear SOCIAL MEDIA TIPS from popular speaker Patrick Schwerdtfeger

Back by popular request, Patrick presented more detailed online marketing tactics — building from his earlier talk on social media basics delivered last fall.

Author of Webify Your Business, Patrick spoke at 127 events around the globe in 2009. He shares social media success stories and practical strategies that inspire his audiences to go home and start creating plans of their own.

Below are 14 videos taken at the 90-minute presentation — from how to introduce yourself online to maximizing the professional opportunities on LinkedIn.

First, however, read the reactions from 10 of the more than 70 entrepreneurs in attendance.

I went into Patrick’s presentation knowing nothing about social media except that someone told me I was being reviewed on Yelp and joined LinkedIn because I was invited.

The one step I decided to implement was making a video for YouTube on how to do something specific in QuickBooks and start a blog to connect to my website.”  — Pamela Lyons

Pamela teaches companies to leverage technology with their accounting practices using training,  part time CFO, and bookkeepers onsite or remote.  She takes QuickBooks to the next level to get results on your financial information.

“I’m going to follow-up on Patrick’s suggestion that we choose one standard head-shot photo to use in all of our online media outlets, as these will become our brands.” — Steven Tulsky

Steven offers financial Expertise for the Nonprofit Sector: The Benemetrics Consulting Group partners with nonprofit executives, directors, and finance staff to develop, evaluate, and communicate meaningful financial information, enabling them to implement good decisions that assure the financial well being and mission effectiveness of their organizations.

“Patrick’s presentation showed me that “doing” social media could be easy and fun!  The big thing – get started!

The best tip for me was to create educational videos for You Tube, leverage them with similar related videos, match my current branding and then, get the word out there.  Patrick is a great speaker – he loves “this stuff” and enjoys sharing the information.” — Deborah Myers

An acupressurist and Health Educator, Deborah unravels the mysteries of the body, bringing health and wellness to your personal and business life.

” Patrick has a wealth of useful information on Social Media Marketing; he has a gift for simplifying and giving practical tips. I immediately put to use his tips on doing a YouTube video.” — Diane Parente

Diane’s company Image Development & Management, Inc (IDMI) is The Professional Image Resource based in San Francisco providing services and products to fit every aspect of your image from visual to verbal.

Here is my One Tip that we will be implementing: Adding a Yelp profile for our company and asking clients to write reviews.” — Terry Gault

Terry’s organization, The Henderson Group, helps business professionals transition into high visibility roles where communication skills are critical for success.

“One powerful tip I got from Patrick’s presentation is the fact that there are 400 million users on Facebook and that I need to start utilizing that resource.  As a result of hearing him speak, I plan on creating a Fan Page on Facebook to help direct people to my website.” — Carrie Cheadle

Carrie has dedicated her career to helping athletes of all levels enhance their athletic experience by coaching them on how to approach their sport with more confidence, more enjoyment, and empowering them with the necessary support and skills to achieve their goals and perform to their potential.

“Social media can be so overwhelming – lots of choices with little understanding of real marketing value.  Patrick’s presentation made both sense and cents, as I feel I can better implement social media to my advantage.” — Bruce Burtch

Bruce, the Cause Marketing Catalyst, develops cause marketing campaigns, joining for-profit and nonprofit organizations, with the focus of building win-win partnerships for the greater good.

“Instead of getting overwhelmed by social media, I plan to commit to taking one step forward each week!  ” — Carol Seebach

Carol’s company Executive Gears provides support for executives and boards to bring order and efficiency to organizations.

“The main idea I took away from the presentation was to be redundant on the web: Facebook, LinkedIn, Plaxo, YouTube, all are excellent platforms for getting the word out about your business. I feel more confident about moving forward with this branch of our marketing efforts after listening to Patrick.” — William Buchanan

Bill’s 51 years of federal law enforcement experience combined with an efficient business model assure our corporate and law firm clients the highest quality of investigative services.

“I suppose I have to put my business on Yelp, which I have resisted doing for years. It still doesn’t seem to me like the kind of place people look for my type of services. (After last time, I created a Facebook Fan Page for the Podcast Asylum, though I refuse to have a personal profile on Facebook.) Patrick is a convincing guy.” — Sallie Goetsch
Sallie’s service, The Podcast Asylum, helps you podcast without losing your mind — or driving
your listeners crazy.

SOCIAL MEDIA VICTORIES – and how to win them

  • More and more people are searching online every single day
  • Driving traffic to a website is a difficult challenge
  • Introducing yourself online will spread your influence

Outrun your competition

  • It’s not difficult to outshine your online competition
  • Do more than them
  • Example: 40% of Tweets are useless babble

Raging Rivers – post info for people to find

  • Understand how every action online can support your business objectives

Digital Divide — embrace the new media

  • Centerpiece is your blog
  • Your website meets your customers on a different level
  • Examples of how “age” shapes opinions:

“If an online transaction goes wrong, I have no recourse VS. If online transaction goes wrong, I can personally destroy their business”

United Breaks Guitars — online payback for customer neglect

  • YouTube gets real results
  • Lots of things may fail, but some things really work

Conversations are Markets

  • Is marketing dead? Of course not, but it is changing
  • Find the conversation and participate
  • Awareness leads to interest . . . and more

Facebook — and what to do with it

  • Your headshot online becomes your brand
  • Difference between Profiles, Groups & Fan Pages
  • Facebook ranks really HIGH on Google
  • Google Juice is the SEO value of what we are talking about

Building Facebook Pages

  • Do people read updates?
  • Posting on the Walls of friends
  • Increasing number of companies have Facebook rather than traditional website
  • You can create Groups & Fan Pages for your business on Facebook

Tagging People in Photos

  • Successful winery case study
  • “That looks like fun” – Fun events to share

Get to 300 Facebook Fans

  • Viral effect of people engaging will grow your page
  • Run campaigns and ask questions to grow exposure
  • Interactions lead to trust

Facebook URL & stunt that “worked”

  • Losing friends and gaining Whoppers

LinkedIn – searchability

  • Stats
  • Excellent Google visibility
  • Allows for precision email communication
  • Go to Google: search for LinkedIn success stories
  • Make sure technical keywords are included in profile

Maximizing your LinkedIn profile


LinkedIn Recommendations

  • Mixed views on recommendations, but get them

Having a LinkedIn Profile – is not marketing

  • You have to work
  • Ask and answer questions
  • Join and create groups
  • Post your blog URL in group news items


Members of BACN are independent consultants who are interested in expanding their professional practices through effective networking and professional development programs sponsored by BACN. Attend a BACN meeting to become a member.

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10 Mistakes Made by Social Media Newbies

Take the bull by the hornsA few weeks ago, I participated in a social media webinar that unfortunately went “over the heads” of most of the other attendees. So I invited many of them to contact me for answers to some of their basic questions.

Bob asked me:

“What do Newbies typically do wrong?”

Putting on my Thinking Cap, I came up with a Top Ten list.

  • If you have not yet DIVED IN, then you can possibly avoid some of these errors.
  • If you’ve “only just begun,” maybe you’ll get a better understanding of why you’re not yet Getting It.
  • If you’re more experienced, please comment and add your own thoughts on how to help Newbies make their way more successfully down Social Media Revolutionary Road.

Top Ten challenges for newcomers to social media:

1. Trying to do too much too soon:

My suggestion to “students” — no matter what their age or discipline — is to understand that the learning process follows these four-steps: CONFUSION → SILENCE → FOCUS → EFFORT: In brief, anyone learning something new is going to be Confused, so accept it and Silence the associated fears, so that you can Focus on ONE THING [e.g., Facebook, Twitter, LinkedIn] at a time and put in the effort to learn it and use it.

My brother Chuck was quite overwhelmed by the whole social media landscape, but he was intrigued enough to get started. He took my advice, focused solely on LinkedIn and has built up quite a presence in a very short time.

2. Being close-minded and judgmental before you really know what’s what:

I’ll never forget last January when a friend told me she was spending 3 hours a day on Facebook, and I actually told her she was “wasting her life”

— OOOPS.

When I first was introduced to Twitter, I thought that’s “stupid

— OOOPS.

Now some of my friends invite me to play Mafia Wars . . . hmmmm, what do I say until I know what the game is really all about?

Actually some people I respect actually play Mafia Wars, which means that some of my community members are “there,” which in turn means I need to know what it’s all about.

3. Not listening enough at first to understand the workings and sentiments of a community:

If you are reading any articles on Getting Started with social media, you are bound to see the advice on Listening as a Vital First Step. Some refer to Listening as “Conversation Mining.” But, as we all know, “Listening” is more than mere “Hearing”; not only do many people read over this suggestion, but they may never have developed good listening skills.

For a bit more insight into the importance of Listening, check out my two previous articles;

Listening is the first rule to business success

When communication adds up to a big fat zero

4. Not jumping in and getting going:

Listening is critical, but if you don’t get started, you have nothing to listen to. Learning social media is all about experimenting and taking risks. One webinar coach suggested that we “Ask for forgiveness, rather than permission.” A colleague somewhat skeptical of social media evangelists isn’t a proponent of this advice.

I’m somewhere in between, but you do have to get in there and try things out. Most social media community members are very supportive of Newbies. If some are not, well they are definitely in the minority. Just say you are sorry and move on.

5. Expecting IMMEDIATE Results:

This is particularly troublesome to me because it shows that the social media neophyte doesn’t understand that Relationship-Building is a process that takes time, patience, persistence, and passion.

6. Hiding:

Best Practice on social media is all about being Real, Authentic, Genuine, and Transparent. The first thing Newbies need to understand is that they need to be themselves if they are to find real success on social media platforms. This begins with a recognizable photo and not a default avatar. It continues with completing full profiles on any site they will be fully engaging on.

Stick around for #10 for the rest of this answer.

7. No time management or consistency:

My experience with beginners to social media — and any of the skill-building courses I’ve taught — is that with no practice of what they’ve learned, those early lessons are soon lost. Same goes for further down the road: You MUST make time to be successful. Yes, practice does make perfect [or close to, anyway].

And once you begin a blog, a Twitter account, a Facebook presence, etc., you need to post on a regular basis or you may lose the community members you have been able to gather.

8. Snake oil salesman:

Do not SPAM. Do not sell, sell, sell. Your intention may be to use social media to market your products and services, but Social Media Marketing is a different animal, and that animal is not a snake. It is all about building relationships, so that people in your communities will come to know you and trust you and then come to you for whatever it is you have to offer.

In her great new social media book The New Community Rules: Marketing on the Social Web, Tamar Weinberg quotes new media marketer Chris Heurer:

“If you are trying to sell something to the community, and that is your reason for being there, it will be obvious to those people and you will never be as successful as you can be.

If you are participating because you really want to contribute to the community, because you really want to share what you know, because you really want to be of service to the community and its members, you will sell to the right people BECAUSE of your sincerity and honesty.”

9. Negativity:

I advocate positive participation wherever and whenever you can on the Internet. Think twice or thrice before tearing into people on the Web. Once those words are out there, you cannot take them back — ever.

This is a good spot to put in a good word for good etiquette, so I direct you to my article “Do we need an Emily Post for Social Media?

FINAL PIECE OF ADVICE . . . and I’m going to make this one a DO, not a Do NOT:

10. Goal of your online presence:

Position yourself as the GO-TO Source for information in your area of expertise.

Therefore, everything you post on the Internet, in whatever platform or tool you choose, should reinforce you as a Thought Leader and Influencer.

Throw your Hat in the Ring:

Just don’t stay on the fringes.

Join the conversation . . . and add your questions and comments.

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Twitter Basics – Workshop “cheat sheet”

Today ten new Tweeple will be fluttering around the Twittersphere — at least that’s my hope.

In the next few days, you’ll read about some of the things they learned, but a few people left without their “cheat sheet,” so I’m posting it below . . . as well as the earlier Twitter 101 lessons from my blog.

Twitter Cheat sheet

Twitter 101 – Lesson One: Twitter does Not have to be Stupid

Twitter 101 – Lesson Two: Whom to Follow

Twitter 101 – Lesson Three: Tweetdeck makes Twitter life easier

Twitter 101 – Lesson Four: What to Tweet

What to Tweet part two

Decorate your Twitter background

What to Tweet? Mix Personal with Business

So now you can Tweet – What comes next?

TWO FINAL THINGS:

(1) Any questions? Please ask in comment section.

(2) Any more key suggestions for the “cheat sheet”?

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Beyond the Hype: Roadmap for Social Media’s Future . . . and Ours

Angela & Steve agree It's really all about one-to-one relationships

A few weeks ago,  I felt like I’d died and gone to Heaven.

That’s the sensation one has when a passion is being filled to the brimming [tipping?] point.

For a student of the Social Media Revolution, nothing could be more gratifying and fulfilling than to hear a panel of highly influential Social Media Mavens describe what’s happening “out there” . . . Now . . . and what’s likely in our Future.

EVENT DETAILS

Sponsored by The Next Bench, an official HP destination for innovation and computing enthusiasts.

Wednesday, Aug 19 – San Mateo, CA

Moderated by Tony “Frosty: Welch, Community Manager for The Next Bunch, responsible for Web, Community and Social Media Strategy.

Panelists:

Steve Rubel, SVP Director of Insights for Edelman Digital, div. of the world’s largest independent PR firm.

Richard Brewer-Hay, Senior Manager Social Media Strategy & Chief Blogger for Ebay

Michael Brito, Social Media Strategist at Intel

Angela LoSasso, Social Networking Manager at HP

Selected HEADLINES from the panel discussion:

THE ENTIRE WEB WILL GO SOCIAL

FISH WHERE THE FISH ARE

YOU DON’T KNOW WHAT YOU NEED UNTIL YOU NEED IT

IT’S ALL ABOUT STORY-TELLING

THE MORE YOU LOWER THE BAR, THE EASIER IT IS FOR THE WORLD TO GO ROUND

IT’S NOT ALL ABOUT CONVERSION — CONVERSATION IS CRITICAL

Selected quips from the conversation:

* Experts are looking to lower the bar.

* Being “Gracious” is vital to being IN with Social Media.

* The Social Media Revolution is like a fast-moving sushi train.

* The Four Basic Means of Measuring Social Media Value: (1) Reach; (2) Engagement; (3) Reputation; (4) Trial/Transaction

* The Top Ten websites from a decade ago had one social network site; today more than half are social media.

* Digital Embassy Strategy: Fish where the fish are — have Embassies in all the venues where your customers are

“People don’t buy products; they buy LifeStyles.”

* Companies are screwing up as they experiment with social media, BUT these mistakes don’t seem to hurt the Bottom Line.

* Innovation really matters: *****INNOVATE IN SMALL WAYS – Those who innovate and iterate in small ways are positioned to pull ahead when things go mainstream. When something becomes a winner, you’ll be there.

* Social Media is NOT YET MAINSTREAM!

“Those who innovate and iterate in small ways are postioned to pull ahead when things go mainstream.”

* Smart companies will take advantage of people with strong personal brands.

* Do not look at Social Media in a vacuum: Look at all stakeholders and determine where social media fits. Where’s the HIGHER PURPOSE?

* Social Media, conversation media, whatever you want to call it — it’s all about one-to-one.

* We’re on THE CUTTING EDGE: The Internet is always changing.

Frosty Welch, HP Panel Moderator
Frosty Welch, HP Panel Moderator
Michael, the Voice of Intel
Michael, the Voice of Intel

Richard, Ebay's Chief Blogger
Richard, Ebay

VIDEOS

for SOCIAL MEDIA ROADMAP

panel now posted onYouTube:

Steve Rubel opens #hpsmr panel discussing lifestreams

Richard Brewer-Hay says “Fish were the fish are”

Social Media Tools will change, #hpsmr panel agrees

Steve Rubel discusses “embassy strategy” for businesses

Michael Brito – Bloggers need passion

Starbucks and Dell listen to people

Richard Brewer-Hay: “Human Connection” at Ebay

Richard Brewer-Hay evaluates his Ebay web presence

Michael Brito’s “Twitter Manifesto”

Michael Brito: “A lot of what I say doesn’t matter”

“An entire generation growing up will never call 800 number”

Respect & Graciousness win points in Web 2.0

Michael Brito: Opportunities & Risks of Online Personas

Social Media Roadmap panel discusses personal brands

Richard Brewer-Hay says if social media works well, he will be irrelevant

Will Social Media Super Stars become irrelevant?

Steve Rubel & Angela LoSasso offer predictions for social media

Don’t miss the next in HP’s series. Just check with Frosty.

ALSO Do Not miss my report on “Does Marketing/PR Suck? And what to do about it” – a panel discussion featuring Guy Kawasaki, Louis Gray, Loic LeMuir, Renee Blodgett, and Steve Patrizi

Next Post: Notes about SEO from PRWeb webinar

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