Find Your Pot o' Gold!

     It's St. Patrick's day, so we're all hoping for a bit o' the luck o' the Irish!   That's well and good when you're hoping someone will stand you a pint of Guinness, but you can't rely on luck ENTIRELY and hope to move your business forward in the online world.
     Herewith, we present some tried and tested tips for helping you compete in your business social media dealings.

1)  Get around.  Your online brand presence is not just your window to the world...it's the window through which the world sees YOU.  Drive your conversations to what your business needs - after all, you know best!  (Unless you are Netflix or Bank of America, but enough on that subject)

2) Quality vs. quantity.   This is a no-brainer.  Quality always wins.  Again, your online presence is your 24/7/365 representative.  It had better look good.  Better a smaller amount of really, really good stuff...than overwhelming your audience with a ton of bad stuff.  Think about it, and think about the websites you follow, then act accordingly.

3)  Content matters.  This goes hand in hand with number 2 above.  Keep that content fresh and relevant.  Honestly, is there ANYTHING as annoying as a website or communication system that hasn't been updates in months?  (Please don't say anything about THIS communication, I know it's been since February, but hey, I do other things, too!)

4)  Stay true to your message.   You're not the only one out there who can spot a fake a mile off.  Figure out what you want to say, say it, then say it again.  And again.  And again.

5)  Video is your friend.  Use multimedia efforts in your website and in your communications.  People expect it, it's easy to do and you'll reap benefits.  For example, why tell someone how your company refinishes flooring, when you can SHOW them?  Think of your multimedia as a movie trailer - you want to entice people into seeing the WHOLE PICTURE.

Follow these five tips, and faith and b'gorra, you'll soon find yourself discovering a pot o' gold - and maybe a lucky leprechaun or two in the bargain!

The Komen Omen

                         The Komen Omen


     Sorry, couldn't resist the title.  By now everyone knows about the Susan G. Komen foundation move to pull the plug on funding for Planned Parenthood breast cancer screenings, based on Komen's new internal protocols.  Now, let's stress that it's THEIR foundation and they can do whatever they please with their money -- but seriously, couldn't anyone at Komen see the subsequent train wreck coming?
    It's not within the scope of this blog to pick and choose political sides, so let's just lay out the facts.  


  1)  Earlier this week, Komen said it would stop funding of breast cancer screening by Planned Parenthood. The Associated Press reported the change came because of a new Komen policy forbidding grants to organizations under official investigation -- which Planned Parenthood is, as follows:  in September, the House Committee on Energy and Commerce - one of whom's members is Republican Representative Cliff Stearns -  began an investigation into Planned Parenthood over the organization's "compliance with federal restrictions on funding abortions. 


   2)   In its response to the Komen Foundation move to defund Planned Parenthood breast cancer screenings, the group CREDO, which describes itself as the largest corporate donor to Planned Parenthood, said  "the (earlier) move is clearly connected to attempts by Republicans in Congress to defund Planned Parenthood.  In responding to questions about its decision, the (Komen) foundation cited as its rationale a sham 'investigation' into Planned Parenthood launched by Republican Rep. Cliff Stearns," who the group called "one of the most militant anti-choice members of Congress." (see 1 above)
    The group went on to say that the Komen foundation had "succumbed to political pressure" by cutting its funding for breast cancer screenings amid increased scrutiny by Congress over how Planned Parenthood provides abortion services.


   3)  The Komen foundation earlier this week denied that its decision stemmed from politics.


   4)  Subsequently, Komen said the change wasn't driven by politics but was instead an efficiency move.


   5)  Meanwhile, The American Life League said in a statement that the foundation's decision was justified, as did many other pro-life movements.

   6)  Finally, today, Komen said they would continue their funding of Planned Parenthood's breast cancer screenings.

    The initial Komen decision led to a tidal wave -- no, make that a tsunami -- of epic social media proportions.  Faced with a deluge of opposition that included pressure from congressional lawmakers and internal dissent, Komen today reversed itself on its initial decision.

   As we've said before, politics has no role in this blog, so let's just tote up these three takeaways from this experience.

1)  No one at Komen paid the slightest bit of attention to what happened at Netflix; ie, if you're going to make a big change, you'd better think it through from all sides before pulling the trigger.  For instance, you don't (or shouldn't) make chess moves blindly.  Your business (or foundation) deserves the same forethought.

2)  No one at Komen moved to answer the flood tide of Facebook, Twitter and other social media accounts that were haranguing them for THREE DAYS.  That, folks, is an eternity to be quiet, and the situation will quickly spin from damage control to out of control.  As one crisis management executive said, "You don't want to be thinking up the press release when you are under pressure."  

3)  No one at Komen apparently thought about the pressure that could be brought to bear on them through social media.  Anyone remember Bank of America's failed attempt to tack on a $5.00 surcharge last year?  It got harpooned through social media and Bank of America withdrew (for now) the idea.

     So there it is.  Businesses, not-for-profits, foundations -- are you paying attention to social media now?  Because you know what?

     Social media is paying attention to you.

Twitter and the Telegram

     Is Twitter a part of your business social media plan?  It needs to be.  The latest figures show there are some 100 million active users.
     Now, granted, you can only Tweet a message of 140 characters or less, so economy and phrasing of message are paramount here.  For over 155 years, a telegram would have been the closest thing to Twitter.  Economy and phrasing of message ruled, since most telegram carriers charged by the word.  A Tweet costs nothing in the relative scheme of things, but that's still no reason to be a Chatty Cathy in its use.
     That being said, what's the best use of Twitter in your business social media portfolio?   Twitter co-founder Jack Dorsey opines that "Social is just one part of what we do.  We think of it as an information utility...you don't have to tweet at all.  The biggest value is finding out what's happening in your world in real time."
     Use Twitter to promote your brand and get your message out to your followers.  Use it in conjunction with email campaigns and other methods of business social media. 140 characters can cover a lot of ground if you map out your message and get right to the point.  Unlike the old school telegram, Twitter is instant, is delivered to millions of people at the same time, and has virtually no costs associated.
     Oh, and if you're still old school, I have some bad news --Western Union shut down its telegram services on January 31, 2006.

                                                              ###

Tweets and Disaster

    
    The recent Costa Concordia disaster off the coast of Italy brings a staggering lesson to light:  how well would your company deal with a crisis?
    We'll skip over the captain's explanations ("it was a blackout"  "it was a technical error"  "what rock?") and move forward to your business social media team.  Gone are the days when you had time to prepare a statement for the press and the public.  Now, the event can and will overtake you before you've had time to gather your thoughts.  This means that your team needs to be on board, on the ball, watching the world and NOT getting caught with their collective pants down.
     One of the world's leading public relations firms is Burson-Marsteller.  Their chief global strategist Dallas Lawrence has some thoughts on how your team perform damage control quickly and efficiently, but more importantly, effectively.  His complete article can be found here:
http://mashable.com/2012/01/17/twitter-crises-tips/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29
and it would be worth your while to read it before you need it.  In the interim, here are Dallas' six important thoughts on managing a crisis in the Twitter age.
1)  Begin with the basics
    Vince Lombardi, when he took over coaching duties at the Green Bay Packers, famously told his squad they would begin at the beginning.  He held up a football and said "This, gentlemen, is a football."   Can't get much more basic than that.  In our world, the basic is that YOU ARE ON LINE.  If you company doesn't have a Twitter account, isn't on Facebook, stop reading NOW and GO DO IT.   And remember, one account isn't all you need.  In your need for branding, etc., you will need extra accounts.  
2)  The media is on Twitter
     Yep, the media uses Twitter as a method of obtaining stories and facts.  Wire services like Reuters and Associated Press use Twitter, as do many journalists.  Do you know which journalists cover your business and others like it and why?  These are the folks you need to get a handle on and communicate with.  It will pay big dividends when and if the time for damage and spin control comes.
3)  Check your headline
    Here's one that was an actual newspaper headline:  "Most Homicide Victims Don't Talk to Police."   Really?  I guess the cops don't want to engage with the homicide victims that WILL talk to them.  The point is, your headline on Twitter is very important.  Many sites utilize an auto populate function that will continue to perpetrate a headline that, if taken out of context, may well do more harm than good.
4)  It's a video world
    If you don't think video isn't important, let your mind wander back to the unfortunate incident late last year in which a FedEx deliveryman was captured tossing an expensive monitor over a fence.  FedEx reacted quickly, including video from the senior vice president of US operations who offered an apology.  You can read about it and see it here:http://digitaljournal.com/article/316524   
     A rapid response video posted on Twitter can head off a lot of problems, but the key is RAPID RESPONSE.
5)  Watch for squatters
     Yes, squatters can and do sit on things cyber other than websites.  They also lurk around Twitter, and it's going to be a lot easier to get rid of them BEFORE a crisis than during and after.  Here's a link to Twitter's copyright and trademark protection policy that you should put into play if you see squatters hanging about your fringe.https://support.twitter.com/articles/18367-trademark-policy
6)  Add up your advertisements
     Sometimes it seems the entire world is one big advertisement.  And to a large degree, it is. Are you getting your fair share of it?  There are an estimated 250 million Tweets daily.  If you're not out there promoting yourself on Twitter, start now.  It's the only way you'll stay in, and ahead of, the game.

email vs. Twitter

 

   Stop and think for a moment:  which carries the greater impact?
   A:  being bombarded by ping-pong balls, one ball at a time, all day.
   B:  having a single 14 pound bowling ball dropped on your head.
   If you answered B you'd be correct.  Answer A can be irritating, of course, but you'll remember the bowling ball for days to come!
   That's kind of like it is in the continuing battle between email and Twitter or any other kind of business social media you may use.  The business social media is great for keeping up on a day to day and moment to moment account, but who saves twits and other such messages?
    The old fashioned email should be in play at your corporation as a mass market medium.  It's the electronic version of the old blast-fax.  Emails tend to stick around after they are read.  Emails with coupons or other items will be printed.
    Emails are also more likely to be trusted.  Would you correspond with your bank through Facebook?  And while we're on the subject, you should rarely if ever communicate thoughts, processes, ideas with company colleagues through Twitter.  Email is the only way to go here.
    This has been a short post, but it has a quick point: don't relegate email to the back burner.  Make it a part of your business social media strategy.  Reach your customers in every way you can.
    To quote an old cyber thought from days gone by:
     "You've got mail!"

Brave New World

   

   2012 is here!  I hope everyone's year is getting off to a great start.  I enjoyed taking some downtime during the holidays, but now it's back to work on a new year of business social media blogging.

   First, "Cyber Monday" following "Black Friday" was huge.  More money was spent on that day than on Black Friday -- which should be a warning shot to everyone not practising their business social media.  If you're not online, you're offline.  And that means you're flatlined.  DOA.  Kaput.  Finished.

   More people than ever are connected via smart phones.  There is just NO EXCUSE for any business not to have a cyber presence in 2012.  Is your website up to speed and updated?  Are you sending out emails to customers and prospects?  Are you giving them a reason to click on your site?

   Advertising Age's digital magazine lists five facts to look for in social media this year.  The full article can and should be read here:  http://adage.com/article/digitalnext/social-media-facts-bank-2012/231859/

   For the quick takeaway, here's what to expect in 2012 from writer Matt Wurst.

  1) Facebook is going to continue to evolve.  The major fracas over changes a couple of months ago has quieted down now, but there are more changes on the way.  If you don't keep up with them, you're going to be more lost than the cast of a past show that crash landed on a desert island.

  2)  Google+ has passed the 65 million user mark.  Still not up with Facebook, but certainly a force to be reckoned with this year.  Is Google+ really something you should be interested in?  Well, think about this: When was the last time you heard someone say "I'll Facebook it" when they were looking for information?

  3)  It's time to get serious about paid media support for your Facebook and other pages.  A media strategy that combines fan acquisition and fan engagement tactics is now a must-have.

  4)  Mobile, mobile, mobile.  Your customers are no longer tied down to a home computer.  They haven't been for some time now, but the massive move toward smartphones has really set them free.  They expect to get things from you EVERYWHERE, and that means EVERYWHERE THEY ARE AT ANY GIVEN MOMENT.  Time is money?  Yes, but mobility is more money.

   5)  Lead, follow, or get out of the way.  It's an old saying, but it's true in today's digital business social media world.  You cannot set your yearly outlook and then stick with it no matter what.  It's got to change and adapt moment by moment.  Tattoo this thought on your soul:  business social media is a LIVING BEING that is CONSTANTLY in a STATE OF FLUX.   A shark that stops swimming sinks - and a business that stops monitoring their digital business will follow suit.

   Have a great and prosperous 2012, and keep your business social media running at full speed!   

It's not your mother's Black Friday anymore!

     Are you ready?  Black Friday is upon us!  For many businesses, this is the make it or break it beginning to the make it or break it shopping season.
     In the old days, your mother's Black Friday depended solely on foot traffic at the brick and mortar stores.  It still does, judging by the crowds we'll see at Best Buy, Target, WalMart and etc.  But now -- if your business social media isn't addressing Black Friday, you're going to be missing out on a lot more traffic.
     Every year, the number of people who do their shopping online increases exponentially.  Those people who are glutted on turkey and dressing and pumpkin pie are going to be couch potatoes, but they won't be alone.
     No, they'll be armed with their smart phones.
     Merchants are offering online only deals (see the last blog entry on coupons) and are expecting to reap huge benefits from them, as well.  Hopefully your business is among that number.  Online only outfits like Rue La La, Amazon, Gilt and HSN will be competing for that shopping dollar - even as folks stand in line to get into the stores.  What could be better?  Shopping WHILE you are standing in line???
     Did you know that almost ten percent of of e-commerce purchases made in October came through mobile devices?  That's up about 3 percent from last year, according to research from IBM Coremetrics.
     AND -- about 43 percent of Americans with cell phone service own smart phones.   Amazon says the number of its American customers shopping on smart phones has nearly tripled since last year.
     So...get out there and sell through your business social media.   The brick and mortar stores are adding salespeople -- and now, you need to think about adding IT people, as well.  Punch that message out there, and don't be shy about doing it, either.
     It's not your mother's Black Friday sale anymore.

Let's Make a Deal!!!!

     In these wonderful economic times, who doesn't want a good deal?  Your customers certainly do and they are looking for you to provide it through your business social media.
   
     A recent study posted in Online Media Daily says that deals remain the top economic driver to bring people to business social media postings.
   
     The study, by Nielsen/McKinsey's NM Incite reveals that a whopping 60% of Americans hit social networks looking for coupons and other promotional bargains.  Of that number, 23% say they do it on a weekly basis!  And maybe you thought only Donald Trump was interested in the art of the deal!  Need more proof of the interest in the search for a good deal?  Did you pay attention to Groupon's IPO on NASDAQ?
   
     On a global basis, consumers of all ages said that getting discounts and special offers was their main reason for liking or following a brand.  (Remember in the past we've discussed your need to get out their on Facebook and Twitter?  Are you there yet?)
   
     There is one demographic item of note in the study:  consumers aged 55 - 59 and those under the age of 20 were less likely to follow brands for this reason - but these folks are NOT the biggest spenders for most brands, either.
   
    Here's the real kicker, though.  Across a study of ten major markets, including the United States, what do you think is going on with these business social media consumers?  Nearly 40% of these active Web users were hitting the promotion and coupon sites like Groupon and others from their home AND WORK computers this past September.  If you want more, here's the complete study. http://www.mediapost.com/publications/article/161754/study-deals-remain-top-social-marketing-driver.html         

     Your online presence and your business social media effort is your most tireless salesperson, working 24/7/365.  Are you giving this dynamo the tools it needs to complete your sales?  To drive people to your site?  If not....well....

     Ever see anyone compete in NASCAR without gasoline?

     It isn't pretty.
 

When Your Blackberry Customer is Buried

     The recent Blackberry out of service disaster appears to be over, for the time being - though it remains to be seen if Research In Motion can recover, especially in the wake of Apple selling four million plus of the new iPhone while RIM was trying to restore service.
   You, as someone who practices business social media, know how important it is to get your message out to your adoring public - but what do you do when the medium for your message goes south, like Blackberry?  How many of your customers are using iPhones, Androids, etc. and how many are sticking with the Blackberry?  How many folks MISSED your message?
     RIM has stated it will hand out free apps to try and appease customers (good luck with that) but what will you do?  Did you send out a message on a special one time only sale that didn't get through?  An important message about upcoming business functions that didn't get through during the RIM outage?    How are you going to take care of your customers?  How should you take care of your customers?
     Do you re-run the message?  Do you re-do the sale?
     Enquiring minds want to know.  Let us know your thoughts on this conundrum that is absolutely no fault of your own, but requires your instant attention for your customer base.
     And this time, let's hope the message gets out.

Texting Could be Your Last Word. Period.

Texting while driving? 

   

Was the message worth it?

     Is texting part of business social media?  Well, yes and no -- texting implies rapid back and forth conversations, while business social media should be well thought out campaigns conducted through social media outlets and email.
     However --
     Composing the text of your emails and etc. while driving is JUST AS DANGEROUS AS TEXTING WHILE DRIVING.
     A new study by the Texas Transportation Institute finds that reading or writing a text message while driving can more than double a driver's reaction time.
     Re-read those last seven words:  more than double a driver's reaction time.
     Researchers found that reactions times of 1 to 2 seconds while not texting slowed to 3 to 4 seconds while texting -- and here's something more to think about:
     The study found very little difference in response times between a driver composing a message and reading one!
     You might think a couple of seconds is no big deal, but a driver going 30 mph covers 220 feet in five seconds.  A driver doing 60 mph covers 440 feet in five seconds.  That means that if you're on the tollway, a freeway, or other road where the speed limit is 60 during rush hour and a vehicle suddenly stops in front of you, there's not enough time to react if you're glancing down at your phone.
     Additionally, drivers in the study were more than 11 times as likely to miss a flashing light while texting or reading.
     Currently, 34 states have texting and driving bans.  Organizations such as the AAA and insurers oppose texting while driving, and with obvious good reason.
     You've built up a great business through your business social media skills -- don't flush it down the toilet with one ill-timed text.

Caught in a Whirl

The Facebook Tornado!

     There's an old adage about business success -- it's called "location, location, location."  While it was originally intended to apply to real estate, it now applies to the internet and your business social media.  Let's face it -- a billboard that's not being read is no good to an advertiser, and if your social media isn't being read it's no good to you, either.  Ergo the adage, "location, location, location."
     So, where's the big location these days?  Well, Google Plus is beginning to flesh out a bit, but the place to reach people is with your page on Facebook.  Yes, you need a page on Facebook.  You need to have people 'like' your page on Facebook.  You need to talk with people on Facebook.  Given the recent spate of Facebook changes that have/are driven/driving people crazy, it's still the number one place to be on the net.
     According to Citigroup Interweb's analysis, Facebook accounts for a whopping 16% of all US time spent on the web.  Google is in second with 11% and Yahoo third with 9%.  Even more telling, Citi found little migration to Google Plus.  The story is here:  http://blogs.wsj.com/marketbeat/2011/09/26/facebook-sucks-up-a-ridiculously-huge-and-growing-share-of-our-time-wasted-online/
     Here's the kicker that should kickstart your business social media into having a lasting presence on Facebook: as the site continues to grow and evolve, it's going to grab up a greater share of the search and advertising dollars.
     Your signature on your tweets and emails should ask customers to "like" you on Facebook.
     Think of it as the vortex of a tornado; the more hits, the more customers, the more customers, the more hits, spinning around and around and around until...
     You're not in Kansas anymore, Dorothy!

Facebook Fracas, Part Two - You Will Be Assimilated

The Facebook Fallout continues unabated...

it's about the mechanics of change....

     Following yesterday's changes, Facebook is defending them, saying it makes for a better user experience.  Users, meanwhile, continue to deride them, saying it makes for a worse user experience.  I've already seen several defections among Facebook users to Google Plus and I imagine there will be more.

      What's it all about for everyone involved in business social media?   Are there lessons to be learned here and if so, what are they?  

      First of all, it's about change.  Change is inevitable...and as the Borg used to say on Star Trek: Next Generation, "resistance is futile."  Change is required to move forward, though, if it's done badly, it can move you backward.  A happy balance needs to be struck.  Yesterday I related the sad story of New Coke.  That was indeed change, but it was change done badly.  Business social media is a living, breathing organism and it's going to change, and Facebook is no different - but, as in New Coke, the more users/consumers you have who are happy with the product, the harder it is to do any sort of change without upsetting a lot of people.   For Facebook to survive, it has to change and grow, or else it becomes irrelevant and staid.

     For those practicing business social media, think about change in your operations or perspectives.  Maybe when you started out it was simply to get public awareness of your product or business.  Now, you are actively searching for customers, or offering freebies, or any of a thousand other things to drive business to your door through the medium of business social media.  That's change.

     Without that change, your business would no longer grow.  Unless an organism changes to meet current conditions, it fails.  Do you remember MySpace? How many of you are now operating your business social media through that network?

     Now for question two: Are there lessons to be learned here?  Sure.   First, you need to take into account your customer base.  Coke did test studies that led them to believe New Coke would be a hit.  I'm sure Facebook also did something similar (I hope they did, anyway).  However, test groups have been known to give skewed results.  In the past on this blog we've discussed the need to really, REALLY think something through, and that continues to be important.  

     Second, look at your competition, and we can't stress this enough.  What are they doing?  Are they really out in front of you, or are you still leading?  Trying to do a massive catch up from behind can cause more harm than good; you're perceived as being behind, or worse, perceived as being a leader who fell from grace.  For more on that angle, do a search on Research in Motion (RIM) and their disaster with handheld devices after being the industry leader for many years.

     So in the end, utilizing business social media correctly DOES involve change.  It has to, or you will fail.  Who knows which platform will be carrying your message next year or even next month?  If you are going to stay in the hunt, it's time to branch out and hit Google Plus  (www.plus.google.com) or try your wings on another platform.  The more you're out there, the more chances you have - you can't win the lottery without buying a ticket.

     And no matter what change you make, you need to recognize the change you need to make before you implement that change.  If Disney suddenly decided to crop Mickey's ears from round to little fox ears, that would be a change.  

     You decide if it would be a change Disney's fans could live with!

     

Sheer Genius?

     Every once in a while, as a consumer, you get one of those "what were they thinking?" moments.
     Recently, we've had two:  the Netflix debacle, and today the Facebook fracas.  Both lead you to wonder if anyone lucid is running the ship at either place.
     Yes, this is a blog about business social media, so we won't get involved in the Netflix marketing mayhem.  However, we will take a shot at Facebook, which is supposed to be the giant of social networking.
     With little warning, Facebook suddenly changes their page, throwing thousands, if not millions, of users into frustration.  Since you're reading this blog, we'll assume that you are also familiar with Facebook, and what happened today.
     There are three cardinal rules in dealing with customers.  First, if it ain't broke, don't fix it.  Second, customers (with the exception of all the Apple fans out there) don't usually like big changes or change for the apparent sake of change.  Facebook managed to break both rules at once.
     Interestingly enough, they not only broke both rules, but they failed to communicate adequately with their customer base about what they were about to change, nor really ask their customers about it beforehand.  Which leads to the third cardinal rule in dealing with customers:  you are flattering yourself if you believe you are smarter than your customer.
     Way back in the dark ages of 1985, a little company called Coca-Cola decided it was smarter than its customer base.  They decided to *gasp* tamper with the taste of Coke.  The new concoction was called, oddly enough, New Coke.  Coca-Cola flattered itself by thinking it was smarter than its customers.   Guess what?  It wasn't.  You can read the story of this disaster here:

http://www.msnbc.msn.com/id/7209828/ns/us_news/t/it-seemed-good-idea-time/#.TnooOHN9038

     So what was the crux of this failed and expensive experiment?  To quote from the article:

     Sam Craig, professor of marketing and international business at the Stern School of Business at New York University, pointed to what he and other industry observers have long considered a fatal mistake on Coca-Cola's part. “They didn't ask the critical question of Coke users: Do you want a new Coke? By failing to ask that critical question, they had to backpedal very quickly.”

      Since it's highly unlikely that any of the whiz kids at Facebook were even alive in 1985, should we cut them some slack for making the same mistake?  Or should we excorciate them for failing to do their homework?

     Be it social media, or business social media, the plain truth is - people get used to something first, then they use it.  

     If your business social media tweets or emails suddenly changed in a radical direction, say by adding popups to them, would people continue to read them?  I wouldn't.  I, like most people out there, detest popups in my email, or any changes to it that make it a) more difficult to use, or b) make me  take time out of my schedule to relearn something that, as pointed out above, wasn't broken to begin with.

     I'd be willing to bet the folks over at Facebook's new competitor Google Plus are laughing themselves silly right now.

     What do you think? 

     
     
    

Strategy vs. Reality

     Yeah, don't you wish it was that easy?  This is today's "Non Sequitur" strip by Wiley Miller.   Basically, the best intentions and hopes in the world aren't going to save you when disaster is reaching its paw into your aquarium.
     What is your idea of strategy versus reality?  I'd like to hear from you -- leave a comment at the bottom of the post.  In the meantime, while you think about it, here's a quote from the Harvard Business Review from February of 2007.  The article is written by Joseph Bower and Clark Gilbert.

    “What we have found in one research study after another is that how business really gets done has little connection to the strategy developed at corporate headquarters. Rather, strategy is crafted, step by step, as managers at all levels of a company—be it a small firm or a large multinational—commit resources to policies, programs, people and facilities.”

       If you want to pursue it in greater detail, here's a link to the article:  

http://hbr.org/2007/02/how-managers-everyday-decisions-create-or-destroy-your-companys-strategy/ar/1

            In the world of business social media, as in just about everything else, strategy needs to be tailored to fit the reality.  If you are a one person outfit, targeting Microsoft as the company you are going to directly compete against is probably a pretty wide divergence in the strategy versus reality model.

      There is absolutely no need to set yourself up for failure by not tailoring your strategy to your reality.   Before you engage in any sort of business social media, before you take yourself to the public, you MUST have a firm grasp on your own reality and your own capabilities.  This is a very simple thing to do and is a lesson you probably learned as a child, though you didn't realize it at the time. 

      Remember when you played "Monopoly"?  The other players had hotels on Park Place and Boardwalk, owned all the railroads and the utilities, and held the property cards that you needed to complete your own monopoly so you could begin building houses.  Your strategy may have been to eventually build your own hotels, but the stark reality dictated that you conserve cash and just hope to stay alive to play another turn.

     The big takeaway here?  You must carefully pick the the items you are going to commit your resources to - be they large or small - in order to stay competitive!  

How Much Does it Cost?

   

How much does it cost?   How often do we ask ourselves that question?  Have you ever bought something without any idea of how much you were paying for it?  (If you answered in the affirmative, I have a couple of bridges in New York that you might be interested in...)  Of course you haven't.  So, why don't you bother to add up costs in your business social media messaging?

     In the world of business social media, "cost" has three meanings.

     1.  "Cost" as in how much it costs you to do something.
     2.  "Cost" as in how much it costs you to do nothing.
     3.  "Cost" as in how much it costs you to do something wrong.

     So - how much does it cost you to do something?  Well, that's based entirely on your overhead, isn't it?  If you are the single person doing your own business social media, well, it costs you your time.  You'll have to figure out what that comes to in cold hard cash.

     How much does it cost you to do nothing?  Difficult to quantify.  Perhaps by doing (saying, emailing, posting) nothing, you are doing yourself the biggest favor since Steven Jobs told someone he was starting a computer company and getting in on the ground floor would cost next to nothing.   On the other hand, doing nothing could also position you as either clueless, indecisive, incapable of action --- you get the idea.

     Finally, how much does it cost you to do something wrong?  A lot, depending on how much you have to lose.  The wrong response, the wrong message - it can easily wreck all of your hard work, and make it that much more difficult for you to regain your edge.

     Add up your expected costs on every single one of your business social media messages, including the ones you don't send.  You might find a big cost saving is literally at your fingertips!

A Sympathetic and Strong Shoulder

     Have you noticed it's been busy out in the real world lately?  Hurricanes...tropical storms...wildfires...earthquakes.    Makes you wonder....makes you wonder how you can apply these current events to your business social media?
     At the risk of sounding incredibly crass, you CAN do these applications - but you've got to tread very, very lightly.  No heavy handed stuff here; think of walking on eggshells that are filled with nitroglycerine.
    The key, as Jesse Stanchak reports in SmartBlog on Social Media, is to find "organic, relevant connections" to your audience.
     The full report can be read here:http://smartblogs.com/socialmedia/2011/08/26/how-to-use-current-events-to-create-content-even-when-youre-not-the-first-to-know/    The salient points are as follows:

     1)  Give people a gentle reminder as to why these events matter - to you and to them, as well.    Gently explain.  Don't adopt a patronizing attitude.  You've got to leave your audience feeling that they have more information on the subject - not that you're some great authority informing them of what happened.
     2)  Give your audience a viable second opinion.  Maybe everyone is endorsing one opinion - but there's nothing wrong with giving them a well thought out alternative;  well thought out being the operative phrase here.
     3)  Give your audience a tiny push.   Remind them of why your business or organization is in business, what you do, and why you do it.  Stanchak says the trick here is to make sure your customers believe you are helping them, instead of trying to sell them something.
     4)  Don't take everything so seriously!  You can use a current event as an analogy to explain something, but don't go overboard with it.   However, NEVER make an analogy out of a sad story, and like the song goes, "you've got to know when to hold 'em and know when to fold 'em."  Don't stretch a point to the point of distortion.
     5)  Build it up.   If you missed jumping on the bandwagon when the event happened, don't worry about it too much.  Take the approach of feeding ongoing information to your audience, and keep building on that cornerstone.
     6)  Involve your audience.   Maybe you're running out of topics, but you can bet your bottom dollar your audience isn't!  Encourage conversation and feedback.

     Sharing your opinion can, of course, boomerang on you.  You've got to be very careful of how you proceed.  In major events, people's emotions are all over the place.  Position yourself and your company as an entity that's  ready to help and ready to listen.  Position yourself as a source of positive information.
     Most importantly, position yourself as a sympathetic and strong shoulder that can be relied on during a time of crisis - and you'll certainly find you'll be the go-to business when things get better!

Just Be You!

   
     How often do you ask a friend or loved one's opinion before you make a decision?  Most of us do it quite frequently.  There seems to be something comforting in hearing another human offer guidance.  Contrary to popular belief, we don't all use (shock!) the internet to help us make choices!
     Let's look at some of the salient points from a recent article by Blaise James and Jim Asplund in the Gallup Management Journal.  (for the full article, go here:  http://gmj.gallup.com/content/148694/Social-Media-Three-Big-Myths.aspx utm_source=google&utm_medium=rss&utm_campaign=syndication&utm_term=Social-Media-Three-Big-Myths#2
     Here are three myths about social networking that can also be applied to business social media.

     Myth the First:  Social media initiatives drive customer loyalty and acquisition.
     Fact:                   Engagement with a brand drives social engagement.
     According to the Gallup research, brand-sponsored social media initiatives have little impact on customer's decision making.   Take a look at this chart from Gallup.

   

     Myth the Second:  Social Networking is an online-only phenomenon.
     Fact:                       Social networking predominately happens off-line.
    How is this possible, you ask?  You have to understand two definitions.  First, social networking is the act of engaging a social network.  Second, social media is a medium through which people network.  Notice I said "a medium" and not "the medium."  That's right, folks.  For as much as we love our digital new age, we still like those face-to-face meetings!  It does you no good to continually get the word out through business social media if your customers can't eventually interact with humans, and better still, face to face.  Why do you think trade shows are still so popular?  This trickles all the way down to you just taking a stack of materials with you and showing up at a retirement home.  Same idea.  The media is NOT the message.

     Myth the Third:  All social networkers are the same.
     Fact:                     People use social networks in different ways and for different reasons.
     Using mass tactics to hit your target audience is like using a shotgun to try and hit a bullseye cleanly from 50 feet away.  Mass tactics make the supposition that all social networkers on the receiving end are all pretty much the same, and they are not.  Gallup says its research shows that social networkers all have differing reasons on how and why they use their networks.  Here's the takeaway:  they aren't going to change their reasons, so it's up to you to make the changes that will bring them around to your organization.
   
     It's really simple - Be customer driven.  Be brand driven.  Be aware of your audience.
     Just be you!
   

You Have to Work to Succeed!

     Here's today's "Luanne" strip by Greg Evans.  The story line so far has been that Knute talked Crystal into submitting a music video to a contest site, using his video and her poem.  Knute banged their entry out in two minutes using his cell phone, and it was rejected by the committee even faster.  Hence his dismay in today's strip that "What's the world come to if you have to work to succeed?"
     Indeed, what has the world come to if you have to work to succeed?
     This blog is about business social media, so this won't be a diatribe about work ethic.  Instead, let's talk about work smart ethic.
     We'd all like to finish our chores in about two minutes, wouldn't we?  But that's just not possible.  The fact that we all connect on social and business social media instantaneously doesn't mean that our job of making that connection should happen at the same speed.  If you're in charge of your firm's business social media, or if you are doing it on your own, you need to take the time to make it right.  You need to take the time to think about the message you are about to send.  Take the time to think about the audience you are trying to reach.  Take the time to think about the action you want your audience to engage in for you.  Take the time to craft your message and check it for accuracy, for proper spelling, proper grammar, proper punctuation.
     The term "instant message" isn't meant to be used in connection with business social media!
     You have to work to succeed!

This Train Has Left the Station

     

     A new study shows that the number of internet users who also hit social media networking sites is continuing to grow.

     Here's the part that should make your eyeballs jump if you're out there using business social media to get your message across:  the only two things more popular than social media among Web users are search engines and email.

     The survey, by the Pew Internet & American Life Project, says social networking site use has doubled in the past three years.  The numbers jumped from about 29% in 2008 to 65% this year; back in the dark ages of 2005, social media usage was at 5% of adults.

     Making it more interesting, this is the first time that over half of adults surveyed have said they use social networking.

     And who are all of these people?  Well, about 89% of women from the age of 18 - 29 who are online use social media sites.  Of that number, 69% say they usually log onto a social media site every day.

    Men are still lagging behind.  Only 60% of all men say they use social networking, compared to 69% of women on the internet.

    You can read the full report here:  http://www.pewinternet.org/Reports/2011/Social-Networking-Sites.aspx

     What does it all mean?  It means this: 

     The business social media train has moved out of the station - but you've still got time to get on board!