Category Archives: Interview

Do we need an Emily Post for social media etiquette?

linkedin-facebook-twitter

“To be or not to be . . .”

“To DO, or NOT to do . . .”

I got a “dressing down” the other day when I asked a question on various social media platforms.

This was my message:

“ARE PRESS RELEASES DEAD?  I would like to publish an article on my blog,”

I received many relevant opinions and this surprising response:

“Don’t use my wall to promote your blog.”

Had I missed a rule?

Honestly, I was quite taken aback. What on earth had I done that was WRONG?

So I looked to the ‘wisdom of the crowd” and asked a few of my social media friends — many of whom had received and responded to my question: “What rules had I violated?”

Most said that they hadn’t been offended in any way, but one suggested that some people can get very “persnickety” about their Facebook profile — and that if I really wanted the Scoop on “Doing the Right Thing,” I should ask Etiquette Expert George Kao, a social media coach whose webinar I had attended and written about a month ago: The Circle of Reciprocity begins with Free.

George-Kao-

“People are forgiving of your social media mistakes — if you don’t keep repeating them. Someone will usually let you know if you’ve done anything wrong.” — George Kao

George suggested to me that people should not be afraid of making mistakes. “The social web is so new, that the rules for etiquette may not be obvious,” he said. If in doubt, take action, he suggested.

“Focus on adding value to people’s lives and business.”

If you want to do the Right Thing online, then think of the Golden Rule: “Do Not do unto others as you would not have them do unto you.” AND “Do onto others as you would have them do onto you.”

Here are some of George’s suggestions:

  1. Give others the experience you would want.
  2. Be aware of actions that would be intrusive [like over promotion].
  3. Build “Social Capital” [i.e. authentic relationships] before you spend it.
  4. Duplicate the types of online actions that you like AND don’t do the ones you don’t like.
  5. Be “Open Hearted.” We tend to be open-hearted with those who are open-hearted with us.

Facebook Walls: What to post and what not to post

Many people seem to be confused about Facebook Walls, George agreed. “Think of the Wall as someone’s Front Porch or a public office space,” he said. “Your Wall is where you post messages for all visitors. Your updates go on your wall,” he explained.

When someone clicks through to another person’s Facebook profile and writes on that person’s wall, it should be about that person — like a birthday greeting or an endorsement. The only people who see that Wall message, however, will be the Facebook friend and any mutual friends, according to George.

When you comment on one of your friend’s updates, it’s visible by all the person’s Facebook friends as well, so be aware of that.

“Everyone has a responsibility to manage his or her own Wall. If someone writes something you don’t like, you can remove it — and you ought to.”

George’s final caution: “When you are communicating and updating on Facebook, make certain that you don’t post anything you wouldn’t want the world to see.”

Do you have any online pet peeves that you’d like to shareor resources for rules? We’d love to know them and help spread the word.

Print Friendly, PDF & Email

Give your Ideas the Power to Grow your Business

Thoughtful planning turns ideas into profits for small businesses, says Les Ross helps Why is it that 2/3 of small businesses fail within the first two-three years of operation?

One of the major causes for a company’s collapse is inadequate planning upfront, according to business consultant Les Ross, whom I first met this spring when he WOW-ed my SFSU advertising students with his Internet Marketing presentation.

Many students expressed their amazement at how web sites could be set up to operate on automatic pilot, maintaining customer contact and continuing to offer products and services for sale.

“Internet marketing allows the small guy to compete against the big guy — and not only compete, but outcompete — because there is no differentiation between a large business and a small one on the Web. Success is purely dependent first on the quality of the message and then on the follow-through. Product quality and customer service are essential.”

“The other remarkable thing is the ability to totally automate the entire sales and marketing process. It’s an effort to structure the system, but once in place, then it’s a process that builds on itself,” he explained.

Les has developed tools that allow a small business to grow under a structure that would easily allow its operational systems to evolve with growth. “Many small business owners put in basic systems and then when they reach a certain level, those systems cannot take them beyond that point, so the business stagnates or the owner must do a massive restructuring,” he said.

What typically is NOT planned for by many new companies?

They don’t understand their markets, according to Les.

“They run off with an idea that they think is so unique that no one has ever thought of it. And then, too late, they realize they are faced with stiff competition.”

In addition, many start-ups are inexperienced at financial planning and do not know how to identify the costs that their business will incur the first few years: “Coupled with inadequate marketing strategies, this is a recipe for disaster,” Les said.

Les is as excited as I am about marketing opportunities through social media platforms. That’s why he agreed to come speak to my class, and that’s why Les and I are starting a Social Media/Internet Marketing consulting business, which we are calling Performance Social Media.

“Some people think that you can only develop relationships face-to-face — and that you will never replace that experience. What they don’t realize is that the Internet offers opportunities to enhance your ability to offer information while you continuously build relationships.”

“With live exchanges, you have to manually follow up, and there is the danger that if you are overloaded, the necessary customer service actions for your ‘less important’ customers can be put aside.”

With an Internet marketing system, no customer ever falls through the cracks and feels ignored if you set up your system correctly to provide the information they want — it’s all on autopilot, according to Les.

Next post: In a PERFECT WORLD, how would you manage your Online/Social Media Presence?

Print Friendly, PDF & Email

Business will rebound when firms learn and use today’s new resources for marketing

Strategic thinker & Brand Specialist: Russell Volckmann
Strategic thinker & Brand Specialist: Russell Volckmann

Everyone wants to work for — or own — a successful company. And we are all looking forward to a positive turn for our global economy.

The news, whether from the beleaguered mass media or the intrepid bloggers and Tweeters, continues to depress us with seemingly insurmountable challenges from foreclosures to furloughs to bankruptcies.

It should be obvious that old systems are broken, and business people must figure out how to tap new resources for strategies and tactics that will benefit everyone.

Too many companies — and industries — are wasting money, time and other valuable resources by relying on metrics, customer profiling and science, according to Russell Volckmann, a marketing professional in the Bay Area of California. Russell was one of the five participants in a panel discussion that introduced me and my 48 advertising students at San Francisco State University to the overwhelming upheaval in the world of marketing.

Russell is a strategic thinker, storyteller, and positioner, who has helped entrepreneurs, small companies, Fortune 500 firms, and global organizations tell their stories and build their brands. He is currently the Executive Producer and Creative Principal at Volckmann (& friends), now focusing entirely on branding, visual identity, brand experience.

When Russell hears the cries that “Advertising is Dead,” his first reaction is that advertisers and their agencies are lazy:

They’re not creating branded experiences and other mechanisms that connect brands to people in meaningful ways. Instead, they continue to rely on the same tired old barking ad techniques that they’ve been using for the past 50 years.

“They also continue to rely increasingly on metrics that are decreasingly relevant,” explained Russell who blogs about Brand 3.0.

Since companies use the same metrics, we get the same kind of failed ad campaigns:

We need only look at the auto companies for an example of allowing MBA numbers to drive their business into the ground.

Russel’s new agency offers an 8-point brand audit process:

  1. Brand Research
  2. Brand Strategy
  3. Brand Positioning
  4. Standards & Systems
  5. Brand Marketing
  6. Organization Brand Building
  7. Brand Extension
  8. Employee Brand Competency

In addition, Russell is Executive Creative Director at partner agency Origami Tactical Creative & Branding (Montreal-based) now, and helping spearhead the new San Francisco office.

Why is Russell doing branding and branding-related experiences instead of advertising?

In 1965, thirty-four percent of consumers could name a brand advertised on a TV show. Thirty years later, only eight percent could do so. Consumers decreasingly find ads useful, informative, relevant, or differentiating.

Did you know that only six percent of people believe an ad is generally telling the truth? With numbers like these, it is no wonder even established brands are failing.

And with evidence like Russell provides, is it any wonder that our Advertising and Marketing textbooks are “incredibly impractical” as Seth Godin wrote in his recent blog post Textbook Rant. My SFSU students, as well as industry professionals, need to study “Today 101” while  organizations that want marketing success — not marketing waste — will need to work with those marketers who are continuous learners.

Next post: Les Ross suggests putting websites on autopilot

If you enjoyed this article, please consider leaving a comment or sharing it with your followers on Twitter! You can also subscribe by email for more cool interviews and articles from Sharisax is Out There.

Enter your email address:

Delivered by FeedBurner

Print Friendly, PDF & Email