Jeff Korhan

Facebook Tips You Should Know

Here are a few Facebook tips we were talking about today that will make for some light reading on a this Friday afternoon.

Facebook Uses a BFF Meter

In a recent update, Facebook took the liberty of keeping the flow of your friends' news to a manageable level.  I'm not sure if its to keep your little brain from exploding or to help Facebook manage the traffic of now over 400 million users. 

Here's the fix: 

1. Click on the Home feed in the upper right hand corner of your screen. 
2. Then click on Most Recent just below that.
3. Then scroll all the way to the bottom and tap on Edit Options. 
4. Now you can change the 250 or whatever is in that Number of Friends box to the maximum of 5,000. 

You can also use those boxes to Show More or Hide certain friends.  That's one way.

The other more simple and less mechanical method of ensuring all of your friends show up in your stream is to engage with them!  Make a post on their wall.  Facebook uses that activity to rank your BFFs  (best friends forever) for priority.  

Facebook Has a Sense of Humor

Not long ago when the iPad frenzy was at its peak, I glanced upon the above Facebook ad.  Holy crap I thought, they are looking for a select group of people to try out the new iPad - 52 year-olds just just like me!  So, I clicked on the ad.

Then it hit me - and I felt like a complete idiot.  Just as Facebook runs metrics to determine which of your friends are your BFF's, they are using the same technology to sell to you.  Pretty smart, huh? 

Now consider what can happen when Facebook combines all of this information about what's in our profiles with our friend activity?  Think of the demographic picture they can create for targeting specific consumers?  Every word you use, every post you make (..sounds like Sting), they all accumulate to create a razor sharp profile of who you are.  It boggles the mind to think of where this can go.

Facebook Isn't Vegas - Links are Public

What happens on your Facebook wall indeed is like what happens in Vegas.  It stays among you and the friends you let into your circle.  However, that is not the case with links, which includes what happens on Notes pages, such as this example.

This information came to me today via Google Alerts,and it really gave me a laugh.  My son had made a post (more of a plea) on Facebook in an attempt to get a free pair of tickets to a Jay-Z concert.  Thankfully, he represented himself well, because Google has now indexed that information, which means its here to stay.

Hey, I'm sure my son still looks up to me.  It just appears that for the moment Jay-Z is the front runner in his world.  This much I know - he certainly has a career ahead of him in sales!

There are a lot of people that freak out about all of this.  They are obsessed with privacy settings.  You can't fight the fact that there are powerful forces (search engines) - who are working against your privacy efforts.  Here's a better approach.

Just be a good human being.

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Show Google Some SEO Love

Google has been on a tear.  In the last year they have:

• Added Google Profile
• Enhanced Google Local
• Launched Google Social Search
• Introduced Google Wave and Google Buzz
• And just this week, they have ramped up Google Apps with Google Marketplace

I'm sure most people are taking a wait and see approach to much of this.  Is that a wise strategy if you are trying to maximize your SEO (search engine optimization)?

What I Know

Google dominates the Web in terms of search.  They have virtually unlimited resources that allow them to take risks.  Will they come out on top in every one of these situations?  Maybe.  And maybe not. 

However, what you and I have to consider is that this increasingly humanized Web is changing with lighting speed.  While some of Google's introductions and enhancements still leave much to be desired, you have to consider their track record.

Google is a force.  They understand that risk is necessary to stay on top of your game.  While I cannot profess to understand their strategy, I suspect it involves placing tools in the hands of the social media practitioners - that's you and me - to see if we can do something productive with them.

The Old Model

Those of us that have been formally trained in marketing were taught to find a need and exploit it.  While those words seem to be opportunistic, that is how marketers like me were trained to think.  That's old school thinking that takes time and money.  I'm sure Google is more concerned with time.

Everything is moving fast on this Web. Speed is everything.  Google understands if you show up early to the party you have the first shot at the pretty girls.  Better than that is to not even wait for that party, but to be the one that throws it!

Some Telling Examples of a New Model

Certainly, Google Wave was met with a great deal of dismay, but it is getting better.  We are learning to make it work - slowly.  And there is no doubt Google Wave needs some work.  Google just allowed us to adjust our settings so that we get email notification when changes are made to our Waves. That's nice.

When Google Profiles were introduced I had a hunch that this was intended to create a social media hub of sorts.  So I loaded up a good many of my social media networks to it.  Then I patiently waited.

Then I tried to get comfortable with Google Buzz, which happens to be linked to your gmail account.  For me, gmail is my secondary email platform.  Nevertheless, I activated Buzz to see what's what.  Mostly I just waited.

Here's The Love

Even though I didn't completely understand Buzz, I set a means to update Google Buzz with Ping.fm.  Ping allows me to update Buzz along with LinkedIn, Facebook, Twitter, and other networks - all with one push of a button.

Today I happened upon my Google Profile and noticed a stream of Buzz -links to my daily blog posts. You don't have to be a rocket scientist from MIT to discern that those links are going to introduce your work to people searching the Web.

Stay with me.  Your Google Profile usually lands on the FIRST PAGE of a GOOGLE SEARCH!  Until the introduction of Buzz, this was essentially a static page.  Now it is alive with a steady stream of new links that lead back to you - provided you are using Google Buzz

The Message

Show Google some love and they will return the favor.  Take some risks.  Bet on their unproven features and you just may be as surprised - as I was, with the result.

The Web is not a linear game.  That's why all of the left-brain thinkers just don't get it. They are still living in that tired world of Pay-Per-Click.  All they see is a linear game of - do something to get something.  And we all know that's not how love works.

Today's Web is humanized - and it is circular.  You place your bets and maybe you get lucky.  There are no guarantees.  Are you in or out?

You can sit back and wait, or you can show up early to the party and take your chances.  No guarantees.  

I know what I'm going to do. I'm going to continue to show up early and share in the love.  If you join me, we can help each other.  Find me at my Google Profile.

Photo Credit: Laura May

Using Google Alerts More Effectively

 
Google Alerts are an invaluable tool for monitoring your online presence or a very specific topic. 

The most common use of Google Alerts is staying on top of the Web presence of the most important person in our lives - ME!  And on this increasingly humanized Web, that is certainly a recommended practice to take advantage of positive mentions of your personal brand, and also to manage those negative comments.

The Web is a big place and specificity is the key to effectively using this tool.  Here are some tips for doing that.

Getting Started

The first step in using Google Alerts is to get a gmail address that establishes your Google Account.  Then simply go to Alerts in their menu of services and start setting up the words or phrases that you wished to be informed on.  You have a choice for being informed via email or with an RSS feed to your Google Reader, which you can use more easily with iGoogle.

Use ALL of Your Names

You have more "names" than you may realize.  Traditionally, we think of having a legal name and a nickname.  However, the Internet has created a need for more names that you should also be monitoring.  This includes usernames, addresses, and URL's. 

Because you do not know which name will be indexed, or sometimes which portion, you will be wise to establish a complete system of alerts that aims to go fishing for all them.

Your Name

Mostly I go by Jeff Korhan, but my legal name is Jeffrey J. Korhan, so I have alerts set for both. 

If there happens to be a famous persona that shares your name, use the minus sign to exclude them from the data sent to you.  For example, if your name is Bill Gates.

Set the alert like this in quotes to exclude (subtract) the famous namesake by using an associative term, such as: "Bill Gates - Bill Gates Microsoft." 

Social Media UserName

To simplify your life, it is best to choose one username and stick with it on all of your networks.  Mine is jeffkorhan - which is my name without spaces.  Yet, as far as Google is concerned, that one little space makes a difference.

Twitter UserName

Once again, one little symbol makes a huge difference.  @jeffkorhan is my Twitter username.  The key is to include the @ symbol.

Incidentally, Google is not going to index all of your Tweets.  However, once in a while one gets indexed.  You may as well know which ones those are. 

Website Name

For me this is jeffkorhan.com.  The key is the .com.  Because whether  your URL is indexed as http://, or www, or both together, because they are all contiguous, it is going to be the "yourURL.com" - or whatever extension applies, that distinguishes your site.

Company Name

If you are a small business owner, your personal name and company name are practically synonymous.  Setting alerts for your company name keeps you informed on any mentions on the Web so that you can encourage positive comments, and address any negative  talk.  

Plus, if you happen to have a registered or trademarked name or names, you are obligated to respond to infringing uses to protect your rights. 

Related Names

Related to your work as a small business are the products and services you provide, key customers, your competitors and what they are up to, and industry associations you are a member of.

In this area especially, you will have to discriminate and suspend Alerts if the content gets too overwhelming.  While I do a lot of work in the green industry, there is more content there than I have time to digest, so I discontinued those alerts.

Take a Drink

Google alerts just bring you to the trough of water.  It's up to you to take drink.  The important thing is to click through the indexed links and see where they take you.  When appropriate, make a response.  There is one thing other bloggers appreciate, and that is when a mentioned source shows up to participate in the conversation.

For example, I was recently mentioned in a post by the Social Media Club of France.  I discovered the link through Google Alerts and dropped down an appreciative comment, to which they graciously responded.  You won't see the comments in the link above because they have not yet been indexed.

Going beyond analytics to use Google Alerts for human interaction and building community is the highest use of this sometimes tedious work of monitoring your personal and company brands. 

It Works Fast

So, how fast do Google Alerts work?  This post went live at 11:54 a.m. CDT.  As you can see from the image below, at 12:19 p.m. - just 25 minutes later,  this post was indexed and an email sent to me.  Very nice, huh?!

If you have enjoyed this post, please leave a comment below.  Let me know other topics you would like covered and I'll do my best.  And feel free to use the buttons below to share this post with your community.

Photo Credit: Floeschie

Fearless Social Media Marketing

Tomorrow We'll Be Better

This quote by Google co-founder Sergey Brin says it all. "We knew that Google was going to get better every single day as we worked on it, and we knew that sooner or later, everyone was going to try it.  So our feeling was that the later you tried it, the better it was for us because we'd make a better impression with better technology.  We were never in a big hurry to get you to use it today.  Tomorrow would be better."  

This is not just how I feel about all of my social media marketing, but yours too.  While I believe the content of my blog posts, as one example, have always been good, they are always getting better.   When it comes to social  media, we are all going to get better.  We'll get better at writing, linking, and even search engine optimization. 

The most important thing is that we are here! 

No Fear

You cannot do anything well if you are afraid of your competition catching up to you.  In the social media arena, that is unlikely to happen.  If you are reading this post, you are in the minority of small businesses that are using social media. According to a study by the Smith School of Business at the University of Maryland, only 7% of small businesses are blogging.  Those that are using social media, which is estimated at 14%, are mostly working with LinkedIn or Facebook.

Note:  Be careful when you read that article.  Several of us examined the stats through comments on a post at Mashable to discern that social media usage in small businesses is exactly what we have experienced in our work - very low indeed.  You have to understand how the statistics are presented and  crunch the numbers to get an accurate perspective.  That big chart represents the 18% minority (89/500) who have actually taken the first step to try social media marketing.

Get Started Getting Better

You have to see that the train is leaving the station and now is the time to get on board to have the opportunity to get better. You can't expect to get better every day if you aren't working at it.  That's the difference.

How do you get better?  Study and work are the two main ingredients that have worked for me.  This combination gives you the experience you need.

If you want to get ramped up quickly, there are those of us that can help you.  Just be careful who you choose to work with.  There are a lot of pretenders out there with a good knowledge of the social networks, yet virtually no business experience at all.  You need both.  Stroll through my Working With Me page and you will be better educated to make better choices. 

As I've said many times, you can do this on your own.  The information is out there on hundreds of quality blogs like this one.  But you have to be willing to study it and work at getting better.  The comforting thing is if you do that, you will develop the confidence of Sergey Brin.

You will be a fearless social media marketer.

Photo Credit:  Claudiogennari

The SEO Paradox of Blogging

Unlike traditional marketing, it's Free!

Today I had a conversation with a new client that gave me some insights into why there is resistance to blogging as a means for being findable on the Web. 

How Good Can It Be If It's Free

Our Western society tends to associate value with a price tag.  We don't want to believe that something we can do for ourselves could possibly have the same value as what we pay for.  In addition to blogging, time proven disciplines like meditation and exercise also come to mind.

Certainly, it helps to learn all of these disciplines from one that not only has extensive experience and training with them, but that also has experience helping others apply them to your specific situation.  That's what teachers, consultants, and  coaches do.

You have been conditioned to lay your money down to get results.  Yet, the truth is you are the best at improving our own condition.  You know your customer better than anyone else.  And that is why blogging is the best way to connect with them by providing the tips and advice that you know they are looking for.

And Google is right there to index your insightful comments, free of charge, so that anyone that is looking for them will find them - and you!

The Internet marketers will say you need a campaign that uses Google Adwords.  They tell you that you need to pay for performance.  Does this sound familiar? 

They set up complex scenarios that may help you, but that mostly are designed to put them in control.  You need them to analyze that data and continuously adjust the campaign.  At least that is what you are told.  They profit while you sit on the sidelines wondering - and hoping, that the money you are spending will produce results.

This is a fear-based system.  Don't buy into it.

You Are The Expert

This is no different than going to the doctor.  With all respect to their profession for helping people like you and me, the truth is physicians know exactly the right questions to ask that will gain your confidence.  You walk in with a sore throat.  They ask if it hurts when you swallow, and you agree.  What a surprise!  Now they can prescribe.

Couldn't you have made that prescription if you had the same access to pharmaceutical reps?   Nobody knows you better than you.

Blogging is the same.  You know what your customers need and want.  Though it helps to ask a few questions to be sure.  And you have the solution to what ails them.  Now you are the doctor. Blogging is a means of communicating how you can help.

When you communicate your expertise through blogging, you will continue to earn the confidence of your customers, and they will tell their friends about you. 

And Google will do the same.  That is what Google search is designed for.

It's free.  But it works just the same.

I could set up a complex system that ultimately promises you results while keeping you tethered to me for support. 

Or I could just charge you you a fair price to build a solid social media foundation, guide you as long as necessary, and then turn you loose to take control of your marketing.  

That's what I do. 

Social Media is Different

The paradox of blogging is that you can learn it and do it on your own.  If you had to pay thousands of dollars to do this, would you value it more?  You may need help getting started, but all the information you need is on the Web - on blogs just like this one.

Social media is different from traditional marketing, and that includes Internet marketing.  It works organically to get you results over time.  If you build a solid foundation, I guarantee you will get the results you are looking for.

You just have to be prepared to do the work.

Get to Know the New Google

Google is Much More Than Search

Google is proving again and again that they will continue to be a force on the Web.  As a small business owner, I tend to cheer for entrepreneurs and small businesses, not behemoths like Google.  However, as this Web continues to evolve, Google is proving they are very capable at staying in touch with, and occasionally even leading the trends, with the recent introduction of Google Buzz being a prime example.

10 Google Tools You Should Know

1. Gmail

Even if you don't use Gmail regularly, it is handy to have a Web based email service, just in case your server or other email services go down. 

Gmail is more than email.  Your Gmail address is essentially your username into the array of Google's services.  For this reason, get in there and claim usernames that match the ones you are using on the other social services.  In fact, I recommend locking several of them up to have a few spares.

I only use gmail for my Facebook account.  So, all of those notices get read separately when I have stepped out of my business mode, or when the work is done.

2. Google Alerts

You absolutely need to be setting Google Alerts to monitor your company's brand, your personal reputation, and your markets.  I use a few paid Web-monitoring services, but this one is completely free.

3. Google Profile

Your Google Profile is practically a mini-website that brings in the feeds of nearly all of your social media networks, while also providing a profile that helps you to promote you and your business using images, maps, links, and more.  And because Google owns it, it gets ranked high in the search rankings.  Here's my profile to give you an example.

4. Google Buzz

This one is brand new.  Some of us are not sure what to make of Google Buzz.  However, it is becoming apparent that it is an emerging social networking tool that will be a hybrid of Twitter and Facebook. 

This makes perfect sense because while Google has tried to play ball with Facebook, they have largely shut Google out.  What did Google do? They set the stage last year by encouraging all of us to add our social network feeds to our  Google Profiles.  Now they have made a strong link between those profiles and Google Buzz.

What's their plan?  To make Google Buzz your social media hub!  I'm still trying to figure out how it can work, but for now it looks like it is here to stay.

5.  Google Wave

Google Wave was the latest Google tool just before Buzz.  While it has been slow getting off the ground, I'm using it more to collaborate with my tech savvy colleagues.

Brian Birch, an executive with the Snow and Ice Management Association and I are using it to brainstorm for an upcoming webinar we will be doing for Engage365, an online community for increasing awareness, attendance, and effectiveness of conferences and meetings.

I think Google Wave is still in beta and you need an invitation to try it out.  I have some, so if need one just leave a comment on this blog with your email, or somehow get in touch with me and I'll send it to you.

6. Google Docs

Google Docs is another collaborative tool where you share documents.  Many prefer it over Google Wave because it has more structure.  It minimizes emails and makes it easy to ensure everyone is working with the one current version of a document - without confusion.  Being Web-based, you can access your docs from any computer.

There is a good chance that once Brian and I flesh out our webinar outline and move it into a Powerpoint format, we'll take our collaboration over to Google Docs.  You can also create forms in Google Docs to capture data from your blog subscribers that goes right into a spreadsheet.

7. and 8.  Google Reader and iGoogle

Google Reader is the easiest way to manage multiple blog subscriptions without cluttering up you email inbox.  iGoogle is a platform that can host most of these Google services, including Google Reader.  I use iGoogle as my home page because it makes the Reader easier to use.  This blog post explains with videos how to use Google Reader with iGoogle.

9. Google Local Business

This service is a must if you have a physical location where you do most of your business.   As other social networks like Foursquare become less about entertainment and more about functionality, Google Local Business will become even more powerful. 

Here's a post that details how to use Google Local Business to grow you business in tight economies like this one.

10. Google Calendar

There are many other Google services that you may find useful.  I also use Google Calendar, which is Google's ical or web-based calendar that keeps me current with my personal bills.  It has a drop down menu that shows what's coming up so I don't get surprised.  Because it's Web-based, I can send it to my iPhone.

There are many other Google services that you may find useful, such as their Talk, Adwords, Analytics, and Voice.  I foresee big things for Google Voice, which is why I reserved my number months ago.  I just have not yet taken the time to explore its use. 

Needless to say there is a lot Google has to offer.  The main thing is to be aware of what's out there. 

If you don't do anything else, at least snag your preferred gmail addresses while they are still available.  If you operate a business, I would suggest Google Alerts is also on the 'must do' list.

Beyond that, just get familiar with these and know they can really help make your business more transportable by making it more web-based. 

Photo Credit:  Tashland

My 27 Favorite Blogging Tips

Ideas, Organization, and Writing (1-13)

Links and Tags (14-19)

Comments and Community (20-27)

1. Don't force an idea.  If it's not happening, that idea is not ready.  Move on to another.
2. Trust yourself and the idea will come.
3. Shorter is always better.  This means titles, sentences, paragraphs, and the entire post.  The more you work at it, the easier it gets.  This gives us a speedier read - pure content!
4. Everyone loves lists.  Just don't fall into the "list-mania" trap. Use it sparingly.
5. Complete the loop.  I like to have my final thought tie in with the initial one.  It feels complete to me, as opposed to being a fragment of a conversation.
6. Start in the middle.  We don't need a long-winded lead in.  Cut out anything that doesn't add to your story.
7. Write with a purpose. My formula is to tell a story that has a learning purpose. 
8. Break your posts into short and easy to read paragraphs.  A fast read is better than none.
9. Keep a log of ideas that you occasionally glance at.  As you know, sometimes you get your best ideas in the shower!  If you have already written the core idea down, your mind will fill in the details over time.  
10. Do it again!  Good ideas never go out of style.  If you can clarify with new information, you are serving your audience, especially the new readers. We all need a reminder once in a while to take action.
11. Change up your how you present your ideas.  Use images, videos, audio, and screenshots.  Try lists, a series, interviews and commentaries.
12. Get emotional.  It humanizes your content.  Just try not to rant, unless that is your thing.
13. Organize your posts into sections or categories to make them more digestible.
14. Ping.fm will post to multiple sites with just one click.  And now that Seesmic purchased Ping, it is sure to become even more functional.
15. Tbuzz creates a shortened bit.ly link with one push from the bookmarklet in your Firefox browser. Or you can use bit.ly to benefit from the analytics.
16. Linking to your previous blog posts encourages more click-throughs.  Set-up a Google search for your site to quickly find the links through keywords.
17. When your create links, be mindful of SEO (Search Engine Optimization).  Never create a link that says: Click here.  Use your keywords for the link.
18. Don't use a shortened url for a link when that link is invisible.  My reason for this is you never know if a link a shortened link will work in a few years if the company goes out of business.  Shortened links are for the social media sites. 
19. Tag your posts for your audience and yourself.  It makes finding a post much easier with that Google search.
20. Encourage comments.  Recently Chris Brogan asked everyone who had never commented to do so.  He encouraged nearly 1000 comments, which even for him is easily 10 times the usual!  This has to be some kind of record.  A very cool idea.
21. Read the blogs of people that comment.  It builds community and a greater depth of understanding.
22. Set up an account with Disqus.  This ensures your image and blog or website links are automatically included with you comment on other blogs.
23. When you get an insightful comment, write the next post from that idea.  More community building!
24. Build expectations.  When I started blogging in 2006, I blogged every Friday and included video. Now I blog daily.  However you do it, we just need an idea of when to tune-in to your channel.
25. Subscribe to blogs you enjoy with Google Reader.  Then embed that into iGoogle for a quick - at-a-glance view of what's happening with other blogs in your community.
26. Keep the faith. Google is always reading your blog, which means others will get the same opportunity when they happen upon that link.
27. Blog for your audience.  Show them you understand them, that you care about them, and that your blog is not about you - rather its by you for them.

  Now its your turn to share your your favorites with a comment.

21 Reasons to Blog

1. 1.To build a hub for your social media presence.  Everyone needs a home, and your blog can be your home on the Web.  From a social media perspective this is where I live.  This is my foundation where ideas grow into something worth sharing on the other networks - and offline.
   
2. To get found on the Web.  This may be the most common business reason for blogging.  Active blogs create relevant information that gets indexed, and that builds links, which builds the Web presence of the blog and those sites it points to.
3. To strengthen your marketing messages.  Blogging makes you a better communicator.  And in many instances, it does this by helping you communicate more concisely.
4. To provide tips and advice that help your community of fans and customers.  If you enter your business specialty into a Google search, it will give you a prioritized drop-down list of what people are searching for that relates to that term.  9 times out of 10 times they are looking for tips and advice.  Do this well, and your credibility skyrockets.
5. To test new ideas.   Why not test the waters before making an investment of time and money into a new project.  I did this recently to see if my readers were interested in a series that explored common small business marketing challenges.
6. To show off.  Your community likes to see you succeed.  Just be cool  about it.
7. To rave about the good works of others.  Seth Godin does a nice job with this.  He recently shared an excellent eBook on the psychology and art of pricing.
8. To help with a good cause.  Geez. I don't even know the guy, but again, Seth Godin recently did a nice job or raising several hundred thousand dollars for a good cause through the launch of his new book, Linchpin.
9. To entertain.  I'm not good at this at all, but here is one post about social media callbacks where I got lucky.
10. To celebrate or make an announcement.  Everyone enjoys a great success story!
11. To challenge.  Oh, believe me, I have wanted to write many posts like this.   I just recently let the string out when I wrote about why small businesses are confused about social media.
12. To apologize.  Social media is a platform that amplifies.  I've had to apologize on Facebook, but not here .... yet. :)
13. To unite a community.  First, it helps if your community is actively commenting on your blog.  When this happens, the energy is ripe for change.
14. To share.  How can you help your market, your community, to do more of what it wants to do?
15. To clarify or respond to a question.  When you solve a problem for one customer, why not post it for others to benefit from.  I like this reason a lot.
16. To collaborate.  The easiest way to do this is to leave a call to action at the close of your post to encourage comments.  I tend to highlight it in color to make it more noticeable.
17. To give a new perspective.   Try to do this without it being all about you, but more about being of service to the community.
18. To rant.  I don't recommend this, but it is still a popular use for a blog.  You decide.
19. To promote or sell.  This should be limited to less than 5% of your posts - maybe a lot less.  If your product or service is truly a good value and will help your readers, then go ahead.  This is how I feel about my CD: Strategic Social Media Marketing for Entrepreneurs.  It's a great overview that I carefully scripted and studio-recorded for those just getting started with this platform.
20. To document your business legacy.  I implore you to get started blogging if you haven't, for no other reason than to document your decades of wisdom and experience.  New prospects will often see their situation in your real life examples.  Here's a post I kicked of 2010 with to show how to do this to grow your business.
21. Because you can.  If you have a gift for communicating, then you should use it.  How do you know?  You just do.

How about adding to this list by leaving a comment to share your reasons for blogging?

The Art of Blog Tags

is based on the understanding your blog serves multiple communities.

I was surprised to learn through my research that there is very little written on the art of category tagging for blogs.  My hope is this discussion will be both helpful, and also generate new discussions that we can all benefit from.

The Science of Tagging

Most of us understand the science of using category tags - to get indexed by Google.  For more on this, see How To Be Where People are Looking.

I would like to include Technorati in this discussion, as indexing blogs is what they do.  However, from someone who has been trying to 'claim' his blog on Technorati for over a year, their process remains a mystery.  My suggestion is to focus on the sure thing, which is Google.

The art of using tags is really to be found by human beings who want to do business with you.  This goes beyond the game you are playing with Google.  That said, once Google helps someone find your blog, your tags need to help them navigate your blog, and validate it.  

The Art of Tagging

Your goal with all of your readers is to be a credible and reliable source.  You want to be the 'go-to' guy or gal for your particular topic.  This means your work has to be easily findable. 

I prefer the service Google provides, for obvious reasons.  Lijit is another one that works well.  Both are best sourced through your particular blogging platform. 

In my mind, the three communities you should primarily be tagging for are your subscribers, new readers, and yourself.  You will need to select tags that are appropriate for each group, and provide a search tool that works well for your blog.

Your Subscribers

Regular readers of your blog are your fans.  They know you; they know your style; and they know your material.  You need to provide tags that help them find earlier posts that they may want to re-read for their own benefit, and better yet, share with their friends through the social media networks.

Your subscribers will remember characters in your stories, places, and other unique details.  Be sure to tag them so they are properly indexed.  When selecting these tags, familiar words are the best tags.

New Readers

New readers are checking you out.  They want to know if you can be the trusted source they are looking for.  The scope and depth of your work will be most valuable.  They will check your blog out at multiple levels to get a sense for your strengths.  Don't disappoint them.  

When tagging for this group, general words are the best tags for demonstrating your understanding and capacity for your topic.  Coincidentally, these are the same tags that Google will use to bring them to you in the first place.

Yourself

If you are a serious blogger, nobody reads your blog more than you do.  You need tags that allow you to quickly link back to a more through treatment of a topic that is relevant to the current post.  Your blog is an incubator for ideas, and it is a marketing tool.  The right tags will enable your to find information that you can use for articles and other marketing materials.

When tagging for yourself, tag the words that were the inspiration for the post.

For example, this post started out as:  "How to Add a Google Search to Your Blog."  After determining how much it varies from Typepad, the platform I favor, to Wordpress, Blogger, and others, I decided to help you be more effective with that search once you have it set up.   If you happen to use Typepad, here's the link to setting up a Google search for your Typepad blog.

Please share your ideas on this topic by leaving a comment below.  You'll be helping all of us to learn more.

And just in case Technorati is listening, I have gone back to Technorati.com to once again claim my blog by helping them find it on this Web where if you so much as sneeze, you will be found. :)

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How to Be Where People Are Looking

on the Web for companies like yours.

You may be thinking, yes, but that is easier said than done.  Hold that thought, because a "yes, but" mindset is exactly what will get your business found.  Here's how it works.

Think Like Most People

Before you can apply the principles of Search Engine Optimization (SEO) to getting found on the Web, you have to first select the broadest term that relates to what you do.  This is your YES.

The more commonly a categorical term is used by a large group of people, the better.  You could call this the Family Feud test.  To get the most points on that show, you have to give the answer that most people will have said yes to.

For example, I'm working with a client who has just published a book with a unique message that pertains to "nutritional health", which is his true category.  What happens when you practice good nutrition?  Among other things, you optimize your weight.  That's why diets or dieting is his best category to get that yes.

What is the result you deliver that most people are looking for?  It has to be a large category that many people will say yes to.  This is the best place to begin positioning your company for maximum visibility. 

Help People See You Are the Right Fit

Obviously, the large categories are crowded.   No worries, because when it comes down to making buying decisions, people will be discerning if you give them some help.  Help them see that you are not just a good fit, but a perfect fit.  This is your hook, and it usually relates to how you do what you do well.

Is your hook speed?  That's a great one if you can make it believable.  Who doesn't want to lose ten pounds in ten days?

My work is focused on entrepreneurs and small businesses.  And as a result of my 20 years of experience in the green industry, I'm an even better fit for those entrepreneurs.  So, if you are looking for marketing help (my big category), and specifically social media marketing (my little category), and you are an entrepreneur (my focus), then we've got a fit.  If you happen to also work in the green industry, we've got a glove-like fit. 

Fear is the Enemy

Many companies are afraid of taking a narrow focus. They are afraid there will not be enough buyers in a niche to sustain their business. So they continue to swim, maybe flail is a better word, in that big category of a  pond with little to show for it.   

Instead, consider what the numbers look like if you could dominate a tight niche. 

The key to making this work is the top down approach.  Many companies start with the niche mindset.  As a result, they can only see so far.  It gives them tunnel vision.

Think like the herd first, and never forget it.  This gives you perspective.  You will always be looking far and wide.  And you will be where you can be easily found by those buyers who have already said yes, but are looking for something just right for them - you.  

To put this another way, if you want to be found on the Web, don't be a but - be a yes, but.

It's a matter of perspective.

Photo Credit: Andy Hay

The Power of Location and Time Search

Space-Time Events

Scientists will tell you that everything can be defined as a "space-time event." It's pretty remarkable really.  Everything can be unequivocally separated from its categorical look-alikes according to the real estate it occupies at a particular point in time - that's it, just two variables!  So, if you can just zoom in on the right place at the right time, you can have exactly what you are looking for.

This concept has not been lost on Google.  Sometime late last year they introduced both real-time search and Local Place Pages for businesses.  If you are searching for a business, such as a restaurant, you can now expect to receive data relevant to both location and time.  Location should be obvious.  Usually, that means close to wherever you are.   Time relates to things like specials or deals that may be here today and gone tomorrow.  This you can schedule for.

An Example

Let's say you are trying to locate a place to celebrate with a group of friends.  You envision a restaurant where you can dress up a little and also get loose and have some fun.  Since your group of friends can be, shall we say,... particular, you decide the perfect restaurant is one that merges Asian and American cuisine, such as sushi and steaks.  If they happen to have a martini special going this evening, even better yet.

Specials happen in the domain of time.  Cuisine tends to be predetermined according to the style or menu of the restaurant.  Depending upon how far you are willing to drive, you can very likely fulfill the criteria of your search.  And if you can't, you simply make a few simple adjustments until you find what works.

Google Place Pages

This apparently unlikely scenario is unfolding everyday for many small businesses.  If you wish to be are one of them, you need to go to Google Local Business and set up your Place Page.  If you happen to own business that sports multiple locations, this information can be uploaded and updated via an excel spreadsheet.  Do you think Google is serious about local search?  You bet they are.

A Category of One

My friend Joe Calloway recently updated a new edition of his book entitled A Category of One.  I'm sure you can infer the concept - own a category and you have eliminated the competition.  It seems Google is willing to allow you to prove you are a category of one.  They will ask you to place your business in predetermined categories so that they know how to place you in their searches, while also creating one of your own.

If you understand Search Engine Optimization (SEO), you know it is best to be included in the most relevant category that fits your business.  In other words, it's always good to be where most people are looking, even if that space may be crowded.  However, Google also gives allows you to create your own category in your Pages profile.  What have you got to lose?  As an example, I noticed there is only one category that starts with "green," which implies there is an opportunity there.

As for me, while I'm clear about my categories, it's the location I'm having trouble with.   I work out of airports, client's offices, and my home.  So, I'm still considering my options.  Don't worry, creativity will kick-in and reign at just the right time.

Until I decide, you can find me right here.

Photo Credit:  Wootam!

Why I Blog

Because I can.

People often wonder why bloggers continue to ply their craft, regardless of who may be reading.  I've given other excuses, such as the fact that Google is always reading my blogs.  That means that somebody, someday will read them.  But that's not enough to sustain the effort.

And when I say effort, I'm talking about much more than time.  You can crank out a blog in a few minutes.  All you have to do is read a few headlines and give another perspective.  That's nice, and few people will read it.  But that is not enough for me.  My nature is to do what I do well, regardless of who may be reading.

The true motivation comes from the response you get from real people with common interests that connect with your message.  When you make a connection like that, you have communicated.  You have in some way helped someone in your community do what they want to do better.  That's what it is all about. 

Of course, whether you are a new or an experienced blogger, you will have to blog with abandon just to receive a few morsels of encouragement.  And that's OK.  If you have something to say that is of value, you know that those seeds will eventually fall upon fertile soil.  So you bend, shape, and package your message in such a way to potentially engage a few readers.

Is that the goal?  Not at all.  The goal, if you are honest, is thousands of readers!  But you had better be prepared to engage them one at a time.  That's how this works.  You plant seeds, you watch over them, scaring away the birds and rodents until those seeds bear fruit. It's simple enough, but it takes patience.

In order to develop that patience, here are a few other reasons to blog.

Find Your Voice

You don't realize how poorly you communicate until you really start to measure it.  That measurement comes in the form of a message that feels right.  It's you. The more you practice, the more skillful you get. If you need some role models, look to any well-known presenter.  My business finds me presenting to green industry professionals at least 50% of the time.  Recently my friend Al Lautenslager sent me a video of George Carlin giving his perspective on Saving the Planet.  You may not agree with George's style or language, but his skill in delivering his message is truly amazing.  It takes a lifetime to develop your voice.  So, you may as well get started now.

Create a Forum for Engagement

A few weeks ago I created a series of posts about my project to write a book within two weeks.  I proceeded to burn through the first week by reorganizing my material.  Yet, when I finally hit the ground running, I wrote half of that book in the second week.  This proved the validity of my thesis.  More importantly, I engaged with many friends who gave me their tips and advice.  And that made the effort incredibly valuable and worthwhile.

Differentiate Your Business

Your market, your customers, only know what they know.  It is your job to communicate what is unique about your business.  How do you do things differently that makes a difference?  These days the bar is set high.  Quality is expected.  Your customers need to be reminded, again and again, why they should be doing business with you.  They need a reason to continue their relationship with you.  Often this has little to do with what you do, but how you do it.  It has a lot to do with who you are on a personal level.  Pull back the curtain and give them a show they will remember.

Fan the Flames

Have you ever felt you were at the right place at the right time?  This is what marketing is all about.  It's reminding your customers that they have made the right decision to do business with you. Give them evidence.  Make them feel great.  That's what people want.  It's simple.  And that is why it works.

Own Your Ideas

This week I presented some new material on green industry trends to a group of industry leaders.  Any speaker knows the most important aspect of any presentation is the first few minutes where you set the stage.  I had worked on those few minutes for weeks. I had the idea in my mind, but how to present it best kept changing.  That's when I determined how I could best create a tight, well-written opening.  I needed to blog about it to really own it. I knew when I was done with that I could comfortably stand in front of those industry leaders and say what needed to be said.

As a professional speaker, that is what I do.

And I do it because I can. That's why I love what I do, and why I keep doing it.

How about you?

Photo Credit:  Fellowship of The Rich

What You Should Do When You Get Here

What is social media? 

This is a question that I am asked to address in too many of my presentations.  It's a question that makes me want to stick a fork in my ear.  Maybe the reason is that you can easily learn the basics of this topic and any other by jumping on the Web and doing a search.

And right there is a clue to my frustration, as well as the frustration of those who ask the question.  They don't understand how to conduct a Google search, and this should not be a surprise, because to do this you first have to understand how Google thinks.  You have to understand how their system works. Do you really think the fellow at the grocery store is smarter than you?  Of course not, he just knows to send you to aisle 7 because he understands the store's system of organization. 

These days enough businesses are being led to social media that the more logical question becomes: What should you do when you get here?  Oops, you already missed a step.  This is a consideration that should have been made before you got here.  If you have to ask why you are here, then you are lost.  And being lost is never a good thing.

Let's assume you indeed have a plan for your business success, and you have a marketing plan that carefully subordinates those company objectives.  You are here.  Excellent.  Now lets take a look at what you should do if you are just getting started, and what you may need to adjust if you may have already jumped in without a solid foundation.

1.  Devote at least 1/3 of your social media marketing to listening and learning.  Use Google Alerts to monitor your company brand, personal reputation, and industry specialty.

2.  Use a personal photo for your profile, as opposed to an avatar or business logo.

3.  Standardize your usernames and profiles.  It will make your life much simpler.  Use namechk.com or knowem.com to search for availability.

4.  Start blogging.  This is the cornerstone of your social media presence that distinguishes your unique value for your customers and prospects.  Use it to help them solve their problems.  My favored platform is Typepad.  Here's why:

5. Don't try to "spin" your reputation or capabilities.  Social media amplifies who you are with amazing accuracy, so just be your best self.

6. Use multi-media messaging to make your your content consumable in as many different ways as possible, so that you can engage with as many people as possible. 

7.  Sharing is the grease that makes social media work.  Without this, there is no reason for anyone to link up to you.  And that means you don't have a reason to be here. 

Social media is a platform for interacting and engaging with people to make friends and build relationships that may create opportunities for your business.  This is what you should be doing once you are here.

If you understand this, you understand the most important thing about social media marketing: Business is a by-product of it.  And how do you find it? 

I think its over there on aisle 7.

Photo Credit: J-P-F

 

Speed Blogging - How to Write in Layers

If you are looking for a way to speed up the creation of quality blog posts, consider writing in layers.  The idea is to first get the framework of your post together.  Then you write it, shape it, color it, polish it, and finally dress it up for the audience you are targeting. 

I was first introduced to the concept of writing in layers by Dianna Booher when I attended her presentation at the 2008 Fall Conference of the National Speakers Association.   Her methods are geared for writing books, and she has written many.  So, if that is one of your aspirations, you can click on her name to learn more.

Here is the method I have developed that allows me to lay down a nice blog post in less than 10 minutes, and to refine it in less than 35.

1.  Lay Out the Framework - Your Idea Points 

Be clear about the purpose of your post.  Know where you are taking the reader.  This is usually 3 - 5 points, with three being the number that is easily digestible by most readers.  I'm a visual person, so I'll often graphically represent this on paper by three rectangles with my three points written within them.  Maybe the post will be three paragraphs, but I won't know that until I start writing.  But seeing the shape of the post helps me a great deal.

When you have this set, write out a Title that captures this in as few words as possible.  I find a title with a subtitle often works best for me.  Also, if you can use tangible, benefit oriented, action words, that is better yet.  Important:  Use common language if you want these keywords to be findable in a Google search.

2. Write It

It is well known that the best way to get better at writing is to write.  Whether you think of this as stream of consciousness writing or not, the approach is to start at the beginning and go where it takes you.  Your framework is those idea points;  but don't let that stop you from developing better ideas as you move along.  Write more than you think you will need, as you can edit the fluff out later.

3.  Shape It - Edit for Content

Here we go!  I often find that the good stuff comes to mind after I get into the flow of writing.  For this reason, do not be afraid to take paragraph 2 or 3 or 4 and move it up to the beginning.  After you do that, you will likely find some of the other paragraphs were unnecessary. Ruthlessly cut them out!  In my previous post, I talked about speakers "starting in the middle."  That same concept applies here. 

4.   Color It - Edit for Speed 

I believe the style for blog posts should be SPEED!  This means taking your paragraphs and breaking them up into no more than a few sentences.  Big fat paragraphs are not appealing to the eye, regardless of how well they are written.  There is even a name for this: AP Style.  Most news outlets and PR firms know to write for a fast read.  And guess what, the faster your content is read the more easily it is consumed by the reader. They will love you for it. 

5.  Polish It - Edit for Grammar and Punctuation

This is the aspect of writing that discourages most of us; but you still have to do it if your content is to be well received.  The method I use is to have a scratch pad handy and just write a few words and maybe a paragraph number to locate the errors so I can go back and do all of the editing at once.  As you edit, cross the notes off of your scratch pad.  You'll feel great about your progress.  This approach is especially helpful when you are working online.

6. Dress It Up - Insert Images, Video, and Links

Your choice of images, links, and multi-media content will depend upon your message and your audience.  I'm a big proponent of video because it enhances the message, and video gives you an additional presence on other sites, such as YouTube.  Of course, this also helps your SEO.  However, only do this when you have a solid, contextual message.  Don't do a video just to read us your top ten list.

That's it.  As I said, the more you write, the better you get at it. I wrote a post on How to Write for Blogs and Social Media last year that was very well received.  That information is still valid, however, I've learned a few things since then and this post is a result of that learning.  The final word is to make sure you are still comfortable with your title.  You will usually want to make it better, and then light up your post to the Web and move on to the next one!

What are your favorite tips for sharing your message with your community? 

If you are got some value from this blog, subscribe to the feed, and certainly feel free to post to your social media sites with the buttons below.

Photo Credit:  Bekah Stargazing

How to Know if Your Social Media Friends are Fake

"Fake friend" is just a phrase I borrowed from the film Almost Famous.  I use it to remind you that we all share the same challenge of building relationships with the people we meet through the social media networks.  The networks are committed to a purpose, and that purpose is to get you more friends.  And they do that well. Soon, you have more friends than you could ever need.  Or do you?  Lets take a closer look at how you can maximize the value you get from your social media friendships. 

A good friend of mine for the past 15 years recently hired me to build his social media and Internet marketing campaign to market a variety of information products.  He already had recommendations to companies that would do his SEO (search engine optimization) work.   This is an area where I can also help, so we discussed the approach that they were going to take.  He was told he only needed to know that he was going to be at the top of the search rankings lickity split - and have lots of friends too. 

Bill is a bright guy.  He wondered what kind of relationship he was going to have with these people that were driving his websites to the top of the search rankings.   "No worries," he was told.  But worry he did.  This got me thinking about friends --- and how you can determine who are the ones you can count on.  How do you know?  Better yet, how do you develop valid friendships in the first place?

The basis of Web 2.0 Marketing and the social networks is the exchange of value.  If you have that on both sides, you have a valid friend.  There is always a give and a take - and an equal exchange back again.   The equal exchange doesn't necessarily have to be substantial.  Sometimes its purely appreciation for the value you give.  Many of my friends, and me included, will continue to give through experience, insights, or hard work, just as long as there is sincere appreciation from that friend.  How about you? 

How do you get more friends through social media - real ones that is?  Simple.  Have a conversation and look for ways to make an exchange of value.  Sometimes you can ask for advice or assistance of some kind, but whenever possible, I always try to offer up something that improves their situation - the work they are doing.  Make a referral.  Offer some tips.  Suggest resources that have worked for you.  And my favorite, work together on a project.  You never know where it will lead.

My goal with social media is to look for the good that is out there with everyone and make a value exchange.  Yep, it usually has to be done slowly - one friend at a time.  Nevertheless, this is where the magic of social media kicks in.  The energy you put into that friendship gets passed along and the next relationship you make almost seamlessly follows the first.  These are sustainable friends.   Make the effort to engage and exchange and you'll have a solid business model that works,  regardless of the next wave of social media change.

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How to Strategically Amplify Your Message with Social Media

You cannot hide who you are.  That has been true for the history of humanity.  Though, there are some people that like to hide.  Social media is changing that.  It does this by doing what it does best - amplifying who you really are.  Your values, personality, and actions are all magnified, amplified, and scrutinized through the lens of social media.  You may not be directly plugged into social media, but it has a way of finding you.  If you don't believe me, do a search on Google, not just for your name, but for your kids too.  You'll find results for their sports activities, club meetings, and just about anything else that is considered news.  This information is finding its way to the Web with lightning speed.  There just aren't many filters to slow it down.  Naturally, some like this visibility and some don't.  For those of us who use the Internet to bask in the glow of the spotlight, a new term has been created - "web celebrity."  It made me laugh when I first heard this term from David Armano.  He's an interesting guy who helps companies build and polish their brands, and recently spoke at the Chicago Social Media Club. 

A great deal of my work is helping organizations build communities of customers using social media and Internet marketing.  Many of these are green industry companies that have to be sure their companies are following green practices to the highest level possible.  I recently spoke with Dick Bare of Arbor-Nomics in Atlanta who is looking forward to using social media to put a spotlight on what he considers to be the first class practices of his production teams.  He gets it.  He understands you can't hide, and if so, you may as well seek the spotlight because its going to find you anyway. 

Shakin' It Here Boss - Internet Marketing 101

If you are a Paul Newman fan, you undoubtedly recognize this post on growing your business acknowledges the passing of one of the great guys in film.  The words "shakin' it here boss," were of course used by Paul Newman in In the film Cool Hand Luke.  In this 1967 film about Luke (Paul Newman) and the other prisoners on the chain gang, if you needed to take a bio break you went into the ditch where you would frequently shake a branch of the willowy shrubs and and yell out "shakin' it here boss."  This accomplished a couple of things (beyond that bio break).  One, the boss knew you were still there and had not run off.  And two, he knew you were exactly right there! --- so he wouldn't mistake you for an animal moving around in the brush and shoot you.  That will keep you on your toes!  And don't forget the Charmin.

Here's the point.  This is a lot like Marketing where you have to make some noise to get noticed.  If you think of your customer or prospect as "the boss", then you understand where I'm going with this.  Your customers like to know what you are up to.  They really do.  We call this communication.  If they don't hear from you every now and then, they forget about you.  You won't get shot, but you may lose them as a customer, which is pretty much the same thing today.   The key is it doesn't have to be complicated.  That's one the beauty of Internet Marketing as compared to traditional marketing.  You have the means of quickly communicating a message through such methods as blogging, social media marketing, and micro-blogging. As long as you keep shakin' it, your business will continue to grow and you'll remain relevant.  That's the formula:  Have a simple, relevant message, and get the word out about it frequently. 

Now, to take this analogy with Cool Hand Luke further, let's continue the story.  Well, Luke decided at one point that he had had about enough and was going to escape.  So, on this particular trip into the ditch he brings a long stretch of string that he ties to the branch of the shrub he is using as cover.  Just for good measure he yells out one or two times -- "shakin' it here boss" -- then proceeds to run off, all the while shaking the branch with that string as he gets a head start on the boss.  It works because the boss has an expectation about that shaking branch.  In markets, there are expectations too.  If you are just meeting expectations, you may be alright, as some expectations are good.  Then again, do you want your business to just be alright or do you want more?  You can use your Internet Marketing to shake things up -- to stay ahead of the game.  That's something you also have to clearly understand.  With Internet Marketing it is so easy to be copied.  Yes, people will "borrow" your ideas.  You can try to fight it, but that seldom works and takes too much effort.  Better to just continue to raise the bar and you'll get noticed even more.  Position your company in unique ways that demonstrate you are on top of your game.  Lead the market.  And to paraphrase a line from the movie.....now that's a real cool hand!

Finally, if you'll be at the Green Industry Conference later this month in Louisville, Ky, I'll be presenting a session on Blogging and Social Media Marketing on Saturday October 25th at 9:30 a.m.  Come and learn more - especially if you are a green industry professional.