Social Media


by Aaron Friedman

Social Media Presentation

First, a step back in time… I remember it being the summer of 2000 when my colleagues and I stood and watched as the tech bubble burst. The ideas and investments of most were on the rapid decline as anxiety levels in the air could be cut with a butter knife!

Social Media MarketingLeadership and Management

There is little doubt of what caused tech stock prices to drop in 2000. Some point out, Technological Revolutions imply an Increase in Risk. If so, Why? Is it because the productivity of new technologies is uncertain? I feel it is a strong combination of two things… 1.) Productivity of new technologies is uncertain. 2.) Too much leadership, not enough management. During the dot com era, any company that put an e- in the front of their name or a dot com at the end would watch their stock prices rally. This alone should have been the wake up call. If we have learned anything we have learned this: great leadership without great management doesn’t hold a lot of water. You can be a great innovator, but without the discipline or management structure needed to execute and deliver, your vision is bound to fall short.

Paraphrased from Fast Company (April 2009): It was during their summer break of 2004, when Facebook founders Mark Zuckerberg, Chris Hughes and Dustin Moskovitz hit the road for Palo Alto, CA in search of venture capital. Two years later, in fall of 2006, midterm elections approached. Facebook took what must have then been a bold step of allowing political candidates to set up modified profile pages, well before celebrities and products could have fan pages of their own. When a freshman senator from Illinois came knocking, it was Chris Hughes who provided the customer service. Barack Obama wasn’t a midterm candidate, but he wanted a Facebook profile anyway. The approach came from Reggie Love, Obama’s now famous body man. “I liked the Facebook idea,” says Jim Brayton, then the senator’s Internet director, “but Reggie really got it immediately.” After Love set up the profile, Brayton says, they realized its potential for an Obama presidential campaign. “We quickly wanted to be able to do more with it. Chris got it right away.”

Facebook and other Social Media moguls today have demonstrated the two key ingredients needed to execute and deliver a successful online medium: Leadership and Management. The question is: what can Social Media do for you and how can you benefit?

Adaptation in Challenging Times

During these difficult economic times one must adapt to their environment in order to grow and ultimately survive. The results prove that Social Media is coming to the business world at a faster rate than many had anticipated. Inc. Magazine’s Inc. 500, features(?) a list of the U.S.’s fastest-growing private companies. The report surveyed marketers’ familiarity with six prominent Social Media platforms (message boards, blogging, podcasting, online video, social networking, wikis), and the importance each placed when incorporated in their marketing strategy, in addition to what they were currently using. Of the 121 Inc. 500 respondents, 66 percent felt that Social Media was “somewhat important” or “very important”. What this data tells us is that if your competition is using a Social Media platform, then you’d better know how to use it too!

Friend and colleague Autom Tagsa @autom8 published an article on his blog this month titled, “Resistance 101”. Autom illustrates for us in this article how certain business practitioners prefer (and would only practice) networking face-to-face over networking virtually, and examining why some claim that Social Media is not really an effective networking tool.

Let’s generate some additional insight to something both Autom and I strongly agree on and converse about often. How can an individual or company truly benefit from the uses of Social Media? To answer this question let’s use two examples that plague us today:1 .) The job market; 4.4 million plus Americans currently unemployed. 2.) The struggling small to mid-sized business. Today’s financial crisis challenges all of us to find innovative ways to promote brand awareness, build brand loyalty, and get our message out. How do we this effectively?

Efficient Self-Marketing

Let’s tackle the job market first. There once was a time when one only had to be qualified and submit their resume in writing via fax, email, and snail-mail or as those famous Super Bowl commercials tell us Monster.com. If submitted via all avenues your chances would be increasingly in your favor. Today, you’re lucky if that gets you a phone call. The job market today is so saturated with incredible talent that you practically need your own PR firm to get noticed. So, how does one get noticed? Through the power of Social Media. Social Media is viral, gives your resume a personality (unique brand) and best of all its “FREE”. With the ability to easily leverage Social Networks like Facebook and LinkedIn, Blogs, and the ever growing micro-blogging services of Twitter, any individual can quickly layer [a visual bubble of personality] [a more appealing visual and content-enhanced brand] to their flat, text-based resume, which today so easily get blurred among thousands of others that look just like it. As a technologist, entrepreneur, and leader I have the pleasure of networking with some of the finest talent in many different industries. I have the privilege to hear many different views; what works well for one and what doesn’t work for another. My in-depth experience can tell you this, “Those who leverage Social Media while in career transition, will have a distinctive advantage over those who do not.” You can either take this experience and make use of it, or sit on the sidelines and watch opportunity fly by.

Social Media and Your Business

Leveraging Social Media for your business in a downward economy; what does it mean for you? Don’t just take my word for it. A look at some early adopters practically self-promotes Social Media’s staggering success to date: Zappos (offers incredible customer support to their online customers), Team Barack Obama (he won the presidency! Need I say more), Wells Fargo (first U.S. bank with a blog, first bank on MySpace, first bank with a VP of Social Media who also appears to be proactively reaching out to the blogging community), Southwest Airlines (building customer relationships as of first quarter 2009 to cope with recession), ComcastCares on Twitter (provides real-time support to Comcast customers). The list goes on.

Many entrepreneurs make the common mistake of isolating a dollar figure on Social Media to prove ROI. In fact, they continue to have a hard time showing what the revenue increases were from blogging or other Social Media efforts. The medium has not advanced far enough for ROI metrics to be secured in a meaningful way; however, the practice of the medium itself has advanced far enough (and continues to do so) to the extent that you need to be part of it. With that said, Social Media is indeed a very viable form of corporate marketing, and there are a number of ways the medium can be sold up the chain and measured during the course of business:

·         Don’t Isolate Social Media: Position Social Media as a component of your overall marketing plan. If you engage in print advertising, you’re used to making the case that print advertising is a branding component that is used to support your overall marketing messaging. Like Social Media, the ROI from print advertising is very hard to measure. Social Media should be one medium you’re using among many in your communication with your audience and customers.

·         Sales Tool: When was the last time you created a brochure and were asked to measure the ROI from that effort? You created the brochure to support the overall success of a product or service. The brochure helped to position and describe your product development effort. Blogging as a Social Media medium could be considered along the same lines. With every piece of content you create for your company blog, make sure your sales people are aware they can share that content with interested customers. It essentially becomes a unique and innovative tool they can use to spread the word. As long as you’re providing useful content for your audience, they’ll appreciate your effort and most likely visit again.

·         Feedback: Blogging has found great success as a method for gathering customer feedback through surveys, new product ideas and product feedback forms. Social Media engenders conversation. This is a valuable mode of communication which allows you to understand your clients. Take advantage of it and let your audience participate in shaping the future of your products.

·         Promote Realistic Expectations: I think many marketers who are just getting their feet wet in Social Media and blogging are a bit misguided as to the effect blogging will have on overall marketing efforts. In the marketing blog community, you can quickly start a blog, link out to 50 other bloggers in your first week and pick up traffic and subscribers, and then appear to easily measure your success based on your “accumulated audience”. Not all niches have that opportunity. Many communities lack a large enough niche in which to socialize. What then? I encourage people in less sociable niches not to pump the benefits of thousands of subscribers, millions of page views, or hundreds of comments. It could take years to develop that following in some online communities as the medium matures. Focus less on expected statistics and more on how Social Media will be integrated with the rest of your product marketing efforts.

·         Multipurpose Content: It’s always music to my ears when someone says that I can use content I’ve created for multiple purposes. If you’re blogging, you should be creating valuable content. Have you thought about using portions of that content for an eNewsletter creation or the beginning of a white paper? Make sure you have a plan to have multiple purposes for your efforts.

·         Search Engine Relevance: Most website traffic originates from how well a site is optimized for search engines like Google, so it only makes sense to continue efforts to get in their search results. Blogging platforms are very solid ways to optimize content for search engines – especially if you’re updating often and using the right methods (increase your relevance and watch your overall traffic increase).

·         Stats: While cold statistics do provide a certain traditional comfort level that allows us to quantify and measure, not all Social Media efforts can be effectively measured with stats-based analytics. Believe me, I do follow stats, but I pay more attention to subscribers, comments, and from where the visits originate. At this point, your analysis should focus on how well your audience is receiving and disseminating your content.

How Can You Benefit in the Social Media Revolution? Are You Kidding; How Can You Not?

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BY Kristin Moyer (A member of the Gartner Blog Network)
(original post – click here)

Social media in the banking industry spans a range of online communications using Web 2.0 technologies, including:

  • Financial social networks (FSNs) – for example, Prosper, Virgin Money, Lending Club, Mint, Wesabe, Stockhouse
  • General social networking – for example, Facebook, MySpace, LinkedIn
  • Blogging and microblogging tools – for example, Twitter, Blogger, WordPress
  • Podcasts
  • Wikis such as SocialText
  • Mashups
  • Widgets – for example SmartyPig and iGoogle widgets

These methods enable banks to communicate in a personalized manner to an audience, and also enable “unofficial” communications (peer-to-peer rather than brand-to-consumer) that many users accept as more relevant, more authentic and more credible than the official sources (see Social Media Lessons From the U.S. Presidential Campaign).

Social media does not replace already-existing channels, for example, the Internet, branch, VRU.  Rather, a social media should complete both online and offline strategies.

BY Maki @ DOSH DOSH
(original post – click here)

Social media marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic.

There is no other low-cost promotional method out there that will easily give you large numbers of visitors, some of whom may come back to your website again and again.

If you are selling products/services or just publishing content for ad revenue, social media marketing is a potent method that will make your site profitable over time.

Those who ignore the efficacy of social media usually fall into three categories; the ones who don’t know much or anything about social media, the ones who are interested but don’t know how to use it and those who don’t believe in the value that a social media strategy can bring to any site or business.

The Value of Marketing Through Social News Websites

Web 2.0 poster
Image Credit: Poster Web 2.0

For those who don’t understand or see the value of social media websites, let’s take a look at the benefits of creating viral content and effectively promoting them through social media channels.

Developing link baits and successfully getting it popular on various social media websites like Digg and StumbleUpon will lead to multiple benefits for any website:

  • Primary and Secondary Traffic. Primary traffic is the large amount of visitors who come directly from social media websites. Secondary traffic is referral traffic from websites which link to and send you visitors, after they come across your content through the social sites.
  • High Quality Links. Becoming popular on social news websites like Digg or Reddit will get you a large number of links, some of which may be topically relevant, some not. A good story can realistically acquire a large number of high quality editorial links, most of which cannot be easily bought.

Now let’s translate this into tangible benefits for your website:

1. Links = Better Search Engine Rankings.

When a website receives a large number of natural, permanent links from trusted domains, it develops authority. Search engines trust it. If you optimize your linkbait and website structure properly, you can easily start ranking for competitive keywords, which will in turn bring in search engine visitors.

Do this often enough and your search traffic will undoubtedly increase. In a sense, you are obtaining these quality links through borrowed trust. Many bloggers and webmaster still think that if an article is on the Digg or del.icio.us homepage, then it’s probably worth checking out and referencing through a citation link.

A new website may find it difficult to gain links from a critical mass that is not familiar with it but a trusted social news resource makes it easier for links to come in, because the community and buzz has somewhat ‘certified‘ the value of the site. Note that the actual strength of the article is still of utmost importance for all.

2. Primary + Secondary Traffic = Community/Supporters.

Some people claim that social news websites only send useless traffic, visitors that will often just view a specific webpage and click away. Yes, that’s usually the case. Sites like Digg are notorious for their poor bounce rates: many visitors drop in for the article and then leave after reading it. StumbleUpon is much better in this aspect.

But don’t mistake this with a lack of interest. Your subscriber figures will often take big jump up and then stabilize after a few days. If your entire site is relevant to the general interests of the social media website, there will always be a handful of social users who will start to track your site in order to submit future content.

Detractors also ignore the power of ultra targeted secondary traffic. General sites or blogs in the same niche will link to a story that’s popular on social sites, because it adds value for their readers or users. This is done naturally on a daily basis for many.

While primary traffic usually comes in a larger volume, I would argue that secondary traffic is more valuable. Why? Because links from other websites bring visitors who are very likely to be interested in your content. These citation links demonstrate recognition of your site in the eyes of others. It builds your brand.

Think of the social news site as a platform or a soapbox. As something that gives you a chance to be heard or read, even for a brief moment of a few hours. The people who are drawn to your message will visit your site and recommend it to others.

Four Reasons to Practice Social Media Marketing

Web 2.0 poster
Image Credit: Poster Web 2.0

Why bother exploring social media as a marketing channel for your website or business? After all, you could stick to link exchanges, search advertising or the purchase of banner and editorial ads on relevant sites.

Here are some reasons why you should consider using social media:

  1. It’s natural. Not only do you get natural links without any discernible pattern, your website is exposed to large groups of people in a spontaneous fashion. This differs from paid advertising which has overt commercial overtones.
  2. It’s defensible. Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. While you can’t easily increase your search engine traffic, social media traffic can be very easily controlled through strategic marketing.
  3. It’s low-cost/high returns. If done by yourself, costs are limited to only time and perhaps the expenses involved in hiring a freelance programmer/designer. The benefits will often exceed the cost. It would take you thousands of dollars to buy many links; social media has the ability to give you that for free.
  4. It complements other efforts. Social media optimization and marketing is usually community-specific. It doesn’t interfere with any other methods of getting traffic to your website. It can and will fit perfectly with an advertising campaign targeting other websites or search engines.

So How Does Social Media Help Me to Make Money?

It doesn’t. At least not directly. Every site or business that wants to expand and become profitable, needs a core group of supporters who will be willing to make purchases or recommend the site to others. Your site needs to perpetuate itself.

The more supporters you have, the faster word spreads about your site. Social media marketing is an excellent way to get people to come into your site to take a look at at what you have to offer. You will grow when there are a group of loyal visitors ready to always act upon what you have to offer.

Because social media websites can be leveraged for links and better search rankings, they can greatly increase your site’s income potential. For example, you will be able to price ads higher or generate revenue from any paid business models.

Why Bloggers Should Learn How to Use Social Media

Bloggers and social media
Image Credit: Climate Change Protest

There are many ways to build a popular blog and many methods to promote your website. For example, you can start leaving comments regularly on many high traffic blogs in your niche or perhaps, consider guest posting on other bigger blogs.

My marketing strategy for blogs is very simple. I don’t comment actively, hold contests or write guest posts. I’ve never done any of that for any blog I’ve ever set up. Some people might enjoy doing it but its just a little too tedious for me.

What I do instead is strategic. I focus on creating just one excellent blog post, which I will then push through social media sites and email pitches to other bloggers. This is straightforward and I don’t have to run around many blogs putting up my URL and thinking of something insightful to say.

Think about it. Why write 50 guest posts for 50 different blogs when you can easily just write one article and get an equal amount of links and greater traffic through the use of social media? Guest posting builds relationships but I reckon there are many more powerful ways to network with others.

It isn’t just about creating articles and then promoting them on social sites as an afterthought. It’s about putting social media in the center of your marketing strategy, optimizing your site or content and making it an attention magnet.

Social Media and It’s Potential for Your Site: An Example

I recently launched a new blog a months ago and took around 20 hours to create a feature article. I subsequently promoted it on various social websites through my own influencer profiles. I also sent out emails to large sites in the same niche.

The article eventually got to the Digg, del.icio.us and Reddit frontpage and received over 140+ reviews on StumbleUpon. It accumulated well over 800 unique links, including some from very heavily trafficked websites. Some of them alone sent more traffic than the frontpage of del.icio.us.

The article is more than a month old and it is still receiving incoming links. Subscribers are up by over 800% and I received around 12K pageviews everyday for the first month. Bear in mind this is only a one month old site.

While not every article in every niche will receive the same amount of attention or success, this illustrates the great potential of social media. I’ve become a firm believer in having a solid social media strategy for every website I develop. It is important for success on every level, even for sites that are already popular.

BY Sergio Balegno (Senior Analyst with the MarketingSherpa Research Group)

On average, about 80% of marketers are integrating social media with other communications tactics. But clients and their agencies disagree on whether social media is being integrated into the mix with both online and offline tactics.

Social Media Benchmark

This chart shows the response we received from 1886 agencies and client-side marketers when asked if they integrate social media with other communications tactics.

We found that, while agencies and their clients are aligned on the integration of social media with other online tactics, marketing and PR professionals who work at an agency or consultancy are far more likely than those who work at a client-side company to integrate social media with both online and offline tactics – 38% to 22%, respectively.

It’s no surprise that nearly half of all marketers combine social media with other online tactics because integration is often accomplished simply by adding a link. Integration can initiate the movement of a vast community of prospects through the pipeline from initial social-media engagement to lead capture and qualification to sales conversion.

Tracking these prospects through each stage of the buying cycle and reporting on performance metrics may also be automated, making social media integration very appealing to agencies and client-side marketers that are being required to be more accountable for marketing programs than ever before.

Client-side marketers are more than twice as likely not to integrate social media into the marketing mix. This may be directly related to the most common barrier to social media adoption mentioned by client-side companies – the “lack of knowledgeable staff”.

The percentage of marketers who do not integrate social media (20%) is likely to decrease further as they become more proficient in online tactics, and the ease of social media integration becomes more apparent.

BY Zeke Camusio (Serial Entrepreneur)

Twitter @aaron116

@aaron116 - Twitter is a micro-blogging platform. It lets you update your status and lets the whole world know what you are up to. There are millions of Twitter-addicts all over the world, and the number of active users has increased by 900% in the past year. Companies can also use it to promote themselves.

On Twitter you will have people “following” you, and you will be “following” others. “Following” is being updated every time a new post is added to one of your contacts’ profiles. Being followed is the same; every time you have something to add, all your “followers” will be updated. The more people that follow you, the more exposure your business will get. But it’s not about adding as many people as you can to your friends list. You need to be smart about building your follower base.

The problem is that many companies that try to market using Twitter don’t understand how this community works, and consequently their Twitter Marketing efforts don’t pay off.

To help you avert this fate, the following steps will guide you in understanding what to do and what not to do to give your company huge exposure using Twitter.

Step 1: Import Your Contacts

Twitter allows you to to import contacts from Gmail, Hotmail and your own address book. Do it.

Step 2: Make Sure that Your Profile is Complete

Fill in all the fields (both required and optional) and include your website URL. You can also personalize your Twitter page to match your company’s branding.

Step 3: Understand the Dynamics of Twitter

Twitter is a social tool, not a classifieds site. These are some tips that will help you to get followers:

  • Don’t spam others about your specials
  • Follow other users
  • Be active in the community (tweet and post comments about others’ tweets often)
  • Only post useful and relevant information
  • Don’t tweet every 5 minutes. It becomes annoying.
  • Engage in conversations. Retweet (reply to others’ tweets) often
  • Don’t promote your company directly. Do it the smart way. For example, if you sell widgets, write a buyer’s guide about the kind of widgets that you sell and tweet about that blog post. That is useful information. Avoid tweets like “Great Widgets On Sale – Starting at $9.99!”

Step 4: Build Your Followers Base

There are many things that you can do to build your followers base:

  • Put a link to “Follow Me on Twitter” everywhere (your email signature, forums, website, and business cards)
  • Every time you post on your blog, invite people to follow you on Twitter
  • Search for Twitter users whose followers base you would love to have for yourself. See who is following them and follow those users. They will follow you back.
  • See who is following your friends and follow them.
  • There are Twitter directories that are great to find members who are likely to follow you. Examples include Just Tweet It and Twellow.
  • Use Twitter’s search feature to find profiles that interest you. Use Twitter’s RSS feed to be notified every time a tweet containing a certain keyword is made.

Step 5: Balance Your Followers/Following Ratio

Try to have a balance between people you follow and people that follow you. If a lot of people follow you and you don’t follow them, they will stop following you. If you are following plenty of people but just a few are following you, you’ll be seen as a spammer trying to grow your follower base as quickly as possible.

These are some ideas to keep both numbers balanced:

  • Grow slow. Instead of adding 200 new friends all of a sudden, add maybe 50 and wait for them to follow you back. Then follow another 50.
  • Use tools like Friend or Follow. This tool lets you check who is following you whom you are not following. It also allows you to see who you are following who are not following you. This is the best way to balance your ratio in just a few minutes.
  • Avoid following others so they follow you, only to stop following them once they are on board following you. If you do this, you will be seen as a spammer.

Step 6: Make it Worthwhile to Follow You

Tweet interesting stuff. Every time you are about to post something, ask yourself “Is this something I would be interested in?” If the answer is no, chances are that your followers will feel the same way.

Step 7: Learn from the Best

Find users with several hundred followers and learn from them. See what they are doing right and get ideas from them.

Done right, Twitter Marketing can lead to positive exposure for your business. Companies have been known to make tens of thousands of dollars from customers that found them through a Twitter account. Depending on your business, Twitter could be one of the most successful weapons in your Internet Marketing arsenal.