Jeff Korhan

Planning Now for a Futuristic Web

There are some amazing developments exploding on this social Web that are pointing to an increasingly human experience.  Right now the buzz is about real-time search and location-based services.  The only certainty is that these developments will be followed by others.

You can try to predict what is coming next, or you can just accept the fact that the inevitable will happen.  As a small business owner and user of this technology, I believe the smart thing to do is to assume that the Web will continue to evolve into an experience that enhances, extends, and in many ways, mirrors our everyday human experiences. And then plan for that.

Shouldn't we be working now with an eye on the inevitable Web that will become reality in 10, 20, or even 50 years into the future?  If you have been on this planet for a while, you know the future seems to arrive much more quickly than you would have otherwise imagined, so you may as well start planning for it.

The Past

The early days of modern marketing in the '50's and '60's gave us an imagined experience.  Products and services were marketed to make us feel younger, run faster and jump higher, and otherwise live a Utopian life of eternal youth.  And surprisingly, we believed it all.  

The Near Past

Then the '70's and '80's came along and we discovered some truths about people, companies, and governments.  We realized that the party just couldn't last.

The Present

The '90's and early years of this century brought us down to earth as globalization became reality.  Not only is our world not perfect, there are quite a few problems that demand our attention - both locally and across the globe.

What If

Imagine what social media would have been like during these periods.  It would have mirrored the times, just as blogging and the social media network mirror where we are at today. 

Social media reflects what is going on in the world today.  It captures and records everything.  And that data is then analyzed, although not necessarily very well at this time.  Though the day of accurate measurement, analysis, and feedback will come.  You can count on it.

The Future - Here and Now

Knowing this, you have to now consider how you will use the Web of the future.  That's right, you can choose how to use the Web, or you can sit back passively and wait for it to use you, which of course is what is already happening.

The Web is indexing information with amazing speed and accuracy, and that trend is sure to continue.  Knowing that, it is wise to consider what a world will be like where there is a perfect Web, one with nearly perfect information that mirrors your every move, and those of everyone else.  How will you respond?

As small business owners, how will you shape your business to adapt your company to the inevitable future of marketing?  One thing I'm sure of is it will not at all resemble what we have seen in the past.  Some of my ideas are to imagine complete knowledge of competitive pricing, reputation, quality, and customer experience, to name just a few. 

I believe in 30 years we will laugh at how we do things today.  I believe we will be surrounded by solutions that were either out of our reach, or that we had to work extremely hard for.

Human Solutions

If there was ever a time to consider the future by thinking beyond what you considered to be normal or possible, especially as it involves the human aspects of your business, this is that time.   It's time to think about what is possible when you seamlessly connect millions of people in ways that are unimaginable, because the unimaginable will indeed arrive soon enough. 

Some Ideas to Consider

What if you knew exactly what was on your customers minds?  What if you knew their every thought concerning your product and service?  How would you use this information to deliver a better experience - not just better overall, but optimized for each and every customer.

Is this possible?  You bet it is.  And we should all start preparing for that possibility.

In a future post I'll share one amazing technology that gives a glimpse into these possibilities.  The great thing about amazing possibilities is you don't have to predict them.

You just have to be ready.

Photo Credit: night86mare

The Bright Lights of Social Media Good

 

Have you noticed how much social good is being generated as a result of social media influence? 

You should, because this is telling us something about what our social media tools are best suited for, and how this powerful platform is changing the business environment.  

The Business Environment

You can use the social networks for marketing, but understanding the need for accomplishing some good in the process is going to give you a leg up on the competition.  Competition?  It sounds strange to use that word in this context, but traditionally, that is how marketers like me have been trained to think.

And that is exactly why you want to shift your thinking from the old-school terms of attacking markets and beating the competition to more appropriate language that fits this platform - whose amplification tends to bring out the good in all of us.

That's right, when you put all of us on stage and turn up the lights, its amazing how much more civil, cordial, and even downright nice we all become to our friends, and yes, our competitors too.  This is a new way of doing business that is shaping the communities where our customers live and work.

Know Who You Are

There are all kinds of ways to help.  I give away daily tips and advice for small business owners on this blog.  Is this social good?  Maybe not quite yet, so stay tuned.  For now, it's one way that works for me, but that doesn't mean that its the right approach for you.  

I will go so far as to say it probably isn't.  Why?  Because this is a lot of work.  I enjoy doing it, but not necessarily every day.  However, I also understand I can help my community best with that daily frequency, so I make a few sacrifices with that objective in mind.

Some businesses like to take more of an event or project approach.  This works especially well if you have resources you can mobilize or influence you can bring to bear for a result that would be difficult for the rest of us.

The Paradox

This shift in marketing has some thinking that you just need to give it all away and then magically the power of The Secret will kick in and somehow profits will fall out of the sky.  I'm afraid it doesn't work that way at all.  Business is still business.  You have to have a plan that capitalizes on these trends to help the people in your communities.

With all due respect to Gordon Gekko from the film Wall Street, greed may no longer be good (if it ever was), but profit will never go out of style, because it is those profits that give you the capability to do the good things that will help your business in this relationship economy.  The more profitable your business is, the more you can help.

How This Can Work

We all have to learn how to embed social good into our businesses.  I firmly believe this is a future success requirement for corporations and small businesses alike.  It is no longer enough to give back.  Giving back places social good on a rung below profits, which means most of the time it is out of sight and mind.

When social good is placed squarely into your day-to-day activities, it becomes more natural for every member of your team.  It becomes part of the work. 

The bright lights of the social networks really tend to flicker.  Sometimes they are on, and sometimes off.  If social good is squarely embedded into your work practices, you will shine when the lights happen to be on.  And your social media marketing will be easier as a result.   This is process, not an event, and it works best when it is seamless.

Here's one example of how this has worked.  Before it was released to the public, Seth Godin gave away free copies of his now best-selling book Linchpin to raise over $100,000 for the Acumen fund to help the global poverty effort.  And he accomplished this in a matter of days. 

While Seth has a huge audience, this isn't a contest.  Making any kind of meaningful difference is what matters.  Who knows, you get an idea and get something started and with a little luck, your effort goes viral.  It is as simple as that.

No secrets, just the right kind of work.

Photo Credit: Photo Gallery

How Many Social Media Tools Do You Need?

Tools

If you walk into Home Depot they will gladly sell you all the tools that you need.  How many is that?  That's up to you to decide.  It stand to reason that the more tools you have, the more you can get done.  Right? 

Wrong?  Home Depot is in the tools business. They want you to use every tool they have.  Google and hundreds of others are quickly becoming the Home Depots of the Web.  You have to discriminate.  You have to choose. 

If you love your tools, then you are tool guy (or gal).  You are a craftsman.  The problem with most craftsmen is they starve because they fall in love with their work.

If you love the results that you get with those tools, then I want to hire you.  You are someone who has discovered that you can do a lot of things with a hammer, so to speak.  If I hire you, I can only only imagine how much more you could accomplish with that hammer if I give you a couple of screwdrivers and a wrench.

Results

If I need a tool to get a job done - an important job, here is what I would do.

I would find one of the few remaining full-service hardware stores.  I would saunter into the place wearing my most worn-out jeans, and preferably a dirty John Deere cap.  Then I would find the representative with leathery skin from too much time in the sun working his ass off to get a job done.  He's the expert.

I wouldn't have to ask the first question.  He would ask me two questions that are critical to the success of my project.  "Whatcha tryin' to do?" And after a bit of conversation, he will ask: "How ya tryin' to do it?"

When it comes to work of any kind, this is what you need to know. What are you trying to do and how are you trying to do it? 

If I were building a deck, there would be a need for some lag bolts to properly secure the railing posts to the frame.  Nails could work, but bolts would be better.  I could use a hex wrench to secure those bolts, but a socket wrench would be even better.  It costs more, but it would be much easier and save time.  And I would then have that tool to use later for another project.

The only tools that matter are the ones that will help you get the job done right. So then, why are so many social media marketers enamored with their knowledge of tools?  I suspect they don't really know how to use them to help you get the results you are looking for.  They are stuck in the tools business, and you are in the results business.

Social Media

There are social media tools that will help you to measure just about anything you care to measure. You can research all kinds of demographics and gather all kinds of data that you will never need.  You will find tools that will allow you to do just about anything - to push messages to places where the sun don't shine.  Yet, at some point you have to ask yourself a couple of simple questions.

Whatcha tryin' to do?

And how ya tryin' to do it?

Social media is not about the tools.  It's about engaging with people to accomplish practical results.  Small business owners know this from experience. 

To be successful with social media, you have to to apply what you already know about your customers.

Then it is easy to choose the right tools to get the job done.

Photo Credit:  Danny_McL

Twitter Opens Anywhere Firehose of Friendship

Twitter refers to the data that streams through its service as a Firehose.  As they prepare to launch their new relationship model known as @anywhere (at anywhere) - you can expect to get "Twitter wet" by visiting any number of social media sites they have partnered with.

 

Open Format

One feature that distinguishes Twitter from other social networking and marketing sites is their open format.  With Twitter, there are no hurdles to building friendships.  No permissions are needed.  You are free to follow anyone and they you.

This seems to have been Twitter's business model from the beginning.  They suggest they wish to be friends with everyone.  And recently they have forged relationships with Yahoo, Google, and Microsoft - three companies that you never would have expect to be playing together in the same sandbox.

@anywhere changes all of that.  It is a new technology launch that allows participating sites to share in Twitter's stream of data right on their home site.  The initial partners are represented by the logos above.  As you know, Bing is with Microsoft, YouTube is with Google, and Yahoo is Yahoo.

Real-Time Benefits for You

What this means is you can go deeper with your Twitter experience by remotely accessing it from all of these other sites.  So, for example, you will be able to Tweet about a video directly from YouTube - which you can essentially do with features like ShareThis.  However, you will also be able to engage with new Twitter users directly from YouTube.

The message I am getting from this is that Twitter will be a force to contend with because they have managed to remain a neutral participant, and as a result, a trusted (possibly necessary) friend for all.  This just may be what some of us have been looking for to make our use of Twitter more engaging - as it was during friendlier times (less crowded) a couple of years ago.

@Anywhere

If you aren't familiar with APIs - and you don't need to be, this is the technology that makes all of this possible.  The social Web is sometimes referred to as an ecosystem, and these APIs are what make that happen by allowing for the seamless integration of multiple social media sites.

What does this mean for you?  If you have worked with Twitter or Facebook at all, you understand there is some effort involved in connecting sites together so that you can share data.  Through ventures like @anywhere, these APIs take care of that for you.  All you have to do is drop in and start a conversation.

The cool aspect of this is Twitter is not limiting this to mega players such as Yahoo, The New York Times, and Huffington Post.  They are looking to license their technology to just about anyone. Anyone, I suppose, that can afford it. 

This is the future of the Web - open and sharable.

This is also why attempts by restrictive governments such as China, and now potentially Venezuela, to impose limitations on what Google Search can and cannot do, are likely to be met with great resistance. 

It's hard to stop a firehose once it is open, even if you are fighting it with fire.  Look for more sharing like this to come.  And the next time you get together with your geeky friends, you can confidently acknowledge  ...uh huh, sure. ... APIs.

A Big Social Media Mistake

Also happens to be the easiest one to fix - Inconsistency.

Consistency of Effort

If you study the habits of those who have been - and still are, very successful with social media, you will discover they are committed to this craft.  They have blogs that go back many years that are visible evidence of their willingness to consistently serve their readers.  

They will all give slightly different reason for this consistency.  Mostly, you will discover they simply enjoy what they do.  They enjoy sharing and adding value to a community.  Notable examples are Seth Godin, Brian Clark and Sonia Simone, and Chris Brogan.  Social media is work if you are going to be consistent, so you need a reason for doing that if you plan to go the distance.

Consistency of Innovation

Unfortunately, it is possible to work consistently and still accomplish little.  The effort may be there, but something is missing.   All good bloggers are compelled to be relevant to their audience by innovating.  You can do more research, change your topic, or just try new blogging strategies. Here are 27 blogging tips that will help you find your sweet spot.

If you read of few of Seth Godin's recent posts, you will discover they are quite short, sometimes only a dozen sentences.  Yet, if you go back to his work before 2005, his posts were easily 300 - 500 words.  Is the value still there?  Absolutely.  In fact, Seth's recent economy of words is a means of adding more value for time-starved readers.  That's innovation.

Consistency of Application

If you are applying what you recommend in your blog or social media work, then you are being not just consistent, but congruent as well.  

Have you ever noticed how many social media experts can talk up all of the new technology, but they can't quite seem to show you how its used - and most importantly, how YOU can use it to get results in your business.  You begin to wonder if they indeed know how.

That's a big mistake for my audience of small businesses owners and entrepreneurs.  So, if I'm not giving you enough how-to in this blog, which is what I try to consistently do, please let me know by leaving a comment.

Proof

For several months I have been playing around with Foursquare, the location based social networking service.  You haven't seen me comment on it in detail because I wanted to learn more than how it works.  I especially wanted to learn how it can work for small businesses owners like you. 

Today I made a breakthrough in my thinking that supports my hunch that this service will be valuable new tool in your social media toolbox.  What I'm trying to say is this:  I'm not one to say, "Hey kids, Foursquare is cool!!!  Check it out."  There's no value in that.  So, look for an insightful post on Foursquare this week, if not tomorrow.

I know a blog doesn't have to be perfect, and most aren't, including this one.  However, when you have standards, I believe you should consistently live by them.

To do otherwise on this social platform that amplifies who we are can be a big mistake.

Photo Credit:  Ohad

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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Using Social Media as Your Business Laboratory

One of the most powerful uses of social media is testing new ideas, surveying your marketplace, and otherwise experimenting with new ideas to build a knowledgebase for succeeding.

As a chemistry major in college, I spent more time in the lab than I care to remember. Chemistry trials and experiments take time - hours, days, and sometimes even weeks.  But if you expect to prove your hypothesis for achieving a particular result, you have to do the work. 

You have to experiment to learn.  In a business experiment, your laboratory is a marketplace.  Social media allows you to tap into that market to get almost instantaneous feedback.  And that allows you to make adjustments to improve how you serve your customers better. Here are some ideas for doing that.

Learn from Experience

If you have an hypothesis - an idea, and your customer base rejects it, you have to respond to that.  Is the problem with the validity of the idea, or your ability to communicate it?  Your marketplace will let you know if you ask them.

In my work with social media marketing, I find my ability to communicate is essential.  My small business clients are not prepared to invest as much time into this as I would like.  I have to show them how they can get results with minimal effort.  What is your greatest challenge? 

Every Problem Has a Solution

As with those arduously drawn-out experiments we conducted in the chemistry lab, you have to be persistent to find solutions that work.  Fortunately, the social networks operate with great speed.  This rapid-fire feedback allows you to experiment with multiple possibilities in a short period of time.  

Experimentation is trying new tactics and waiting for a result.  It's a form of listening. Listen well to your customers and they will lead you to the solutions that will make your company relevant - the logical choice.  In most circumstances, this means doing what others are not able or willing to do. 

Experiments Can Blow Up in Your Face

Life would be great if everything worked out as we planned. But it just doesn't work that way, does it?  If you can be willing to accept failure without emotion, then you are better equipped to move to on what does work.

We have all succumbed to the realization that our genius is not always appreciated.  Get over it.  Find what works and deliver on that.   But don't abandon your genius ideas.  This just may not be the right time for them.  Come back to them later.

Experiments Take Time

This week I hit a home-run with several clients.  Those moments of gratification are the result of losing sleep over the failures that preceded them.  If you believe your ideas are good, you owe it to yourself to stay the course.

Blogging is a perfect example of this.  For years I was asked why I was wasting my time with this nonsense.  Those challenges still ring in my mind from time to time.  While I still occasionally consider them, its up to me to make the final decision.  Sometimes quitting is the right thing to do.  Just make sure you have given your work sufficient time to prove its worth. 

Finding a Catalyst

A catalyst is a substance that accelerates a chemical reaction without itself being affected.  On the social media networks, a catalyst for your company may be nothing more than a friend that recommends your work.  

Just because your hypothesis is not working, does not mean it is not valid.  You may only need one customer to prove it for your future customers.  Use this approach to assuage their doubts and catalyze a new mindset.

One of the greatest values of the social media networks is aggregating a community of fans that validate what you do - your price, your process, or whatever else needs to be validated. You cannot do this by collecting thousands of followers on Twitter.  Better to nurture a small group of fans that firmly stand behind you.

What This Means

Business success is a process.  It's an ongoing experiment.  It take time.  And sometimes it requires a catalyst to jump-start that process to get it moving.

Consider how you can use your social media networks as your laboratory.  Experiments fail - it's no big deal. If you continue to learn from those failures, and you are willing to stay the course, while also courageously realizing when its time to quit a bad proposition, you will more consistently achieve the results you are looking for.

My belief is most small businesses that give up on social media marketing do so because they have not fully considered all of their options. 

Social media marketing is a process. 

Work with it.  It's your laboratory.

Let me know how I can help you with your social media laboratory. Leave a comment and I'll respond.

Photo Credit: tk-link

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

The Risk and Reward of Social Media

Yesterday we had a lively discussion about how to be fearless with your social media marketing, and in the process, to keep getting better every day.

As most of know, the process of getting better occasionally involves some obstacles.  That's the way life works, but it can be managed.  I've recently been observing an example of this through the conversation surrounding a well-known blogger who has stirred up a small controversy with his substantial audience. 

The issue and the blogger are irrelevant, so I will not mention either.  What is relevant is the fact that if you expect to build a substantial fan base or audience for your blog, you are going to have to take some risks.  And along with those risks comes not just the potential reward, but also the occasional heat or fallout.

Let's look at some ways this can be strategically managed to achieve your small business objectives.

Being Agreeable - Low Risk

This is a good strategy if you are just getting started with blogging, or possibly if you are at the peak of your career and have nothing to prove.  In both of those situations, you don't need to or want to be controversial.  This may also be the right approach if you work in a small town or a corporate environment.

You have to decide how much risk you are comfortable with. Naturally, we all want to achieve more.  Although, you had better expect to endure some stress in achieving your lofty goals because you will encounter plenty of people who will challenge you - some for no reason at all, and others because they sincerely want to help you.  It can be difficult to discern between the two.

Agreeing to Disagree - Moderate Risk

When you Agree to Disagree with someone in your target market, you are basically saying you don't agree with them but you would rather not get into a big tussle over it.  You think you are right, and I think I'm right, but for the sake of doing business together, or at least co-existing in the same market, let's just agree to disagree and move on.

The problem with this stance is its not too far removed from Being Agreeable.  You are taking more risk here and as a result, you will occasionally catch a nice wave.  But the street-smart in your market will define you as spineless - someone who will back down as soon as you are challenged. I would rather be known as a pleasant and agreeable blogger, because while there is lower risk and reward, there is also a nobility to knowing who you are.

Taking a Stand - High Risk

This is where most of us are - or think we are.  The true test, of course, is to honestly ask yourself how often you compromise when the current gets a little choppy.  The aforementioned blogger hasn't backed down once.  It doesn't matter if he is right or wrong.  What's important is he has developed a base from which he can back up his position.

That is exactly why this is the wrong approach if you are being controversial just for the effect, which is not uncommon with some youthful bloggers who have scored one success and are emboldened by it.  What they don't realize is the seasoned professionals don't think very much of their irrational exuberance. Why?  The world is littered with one-hit wonders!

Standing the test of time is the ultimate proof.  You will take some heat to get there, but that is also what makes you wiser.  You have built up a legacy through your social media work that backs up your talk. 

The Best Approach

Get clear in advance about what is acceptable and what isn't.  Write it down if you have to.  And have a value system that you live by.  When you get get clear about just those two parameters, you will be very comfortable with your chosen strategy - and the risk that accompanies it.

Knowing that most of us want to accomplish more, I made a decision this week to share what I know on this topic by co-writing a book with a marketing friend.  I will keep you informed on the progress.  However, I can already assure you it will be heavily weighted towards taking the apparent risks - to get the real rewards that come with authenticity. 

Sometimes the true risk is holding back.

Take a chance, you only live once.

Photo Credit:  Holotone

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

Using Video to Sell Creatively

Relationships Selling

When most of us think of using video on the social networks, it is often with the vision of having that video go viral.  Not that we necessarily want to be worldwide celebrities - or do we? 

That's exactly what can hold you back. If it happens, that's wonderful and something to celebrate. Until then, think about what's important here.  You just want to be known in your market.   

Today I was ready to turn a proposal loose to a new client.  At the last minute I realized that taking an extra 15 minutes to shoot a 2 minute video introduction for anyone who might be involved in the decision-making process would be a good idea.  Is it worth that to get the business?  You know it is.  

We're talking about relationships here.  You obviously cannot develop a relationship with a video, but you can help give someone a glimpse into your personality - what it may be like to work with you.  That is something you cannot do in words.  And that is a powerful use of social media.   

How It's Done

When I tried to load up the aforementioned video to YouTube, I discovered (for the first time) that YouTube was down.   So, I strolled on over to Vimeo.  For one thing, I know the quality of a video presentation is better with Vimeo.  It may not have the audience of YouTube, but the quality is exceptional.

What I didn't know is their system of password protecting a video is very nice indeed.  With just one click they will email the link of your video, along with your personal message and the necessary password to view it.

Time to Think Better

There is tendency among marketers to think bigger - we are trained to reach for more customers.  While social media can help you with that, it also is ideal for helping you to better communicate with that small circle of prospects and customers that know you, that understand you, and are therefore more likely to do business with you.  

There is an energy to marketing.  You know it and I know it.  However, at some point you need to get off of the energy train and focus on the opportunities that are right in front of you.

You understand the tools. Just consider how you can use them to more effectively get results now. 

When we have access to the same tools, and similar skills for using them, it is often creativity that separates us.

You've got that creativity.  How can you use it to differentiate your business?

Photo Credit: Scott Kinmartin

Upgrading the Images on Your Blog

Where do you get those photos on your blog?

This is a question that I get asked frequently.  Some of them I go out and get and others I take myself and make better with a simple editing tool.  Here are some practices I use that are middle-of-the-road at best, as far as technology goes, yet they are fast, easy and effective solutions.

Picknik

Picnik is a photo enhancement and editing service that can take an average photo and make it look exceptional.  Best of all, no skills are required.  Just upload your photo and click on Auto-Fix and 85% of your work is done.  If you wish, you can experiment with other features like sharpness and exposure to get the image just the way you want it.

While Picnik is a free service, my recommendation is to pay the $24.95/year for the upgraded account.  This gives you full access to all of the features, and that speeds up your editing and enhancement work.  Picnik also integrates easily with Flickr.  However, Flickr is owned by Yahoo and today Google bought Picnik, so we are not sure what the future relationship will look like. 

Creative Commons

Creative Commons is a sharing license that allows you to use the quality images of others in return for giving them attribution.  This is what I have done on this post.  At the bottom of this page you will see the link back to the owner of the image used above.

Creative Commons can be found on Flickr by clicking on the Explore tab and then following the drop-down menu to the various Creative Commons licenses.  These different CC categories can be difficult to understand.  However, as long as you provide an attribution link and not use the images for commercial purposes, you should be fine. 

iStock Photo

iStock Photo is a source for professional quality images that you purchase and own.  I like to have a supply of quality images for my presentations on social media networking and marketing.  So, I'll pay the price and have the right to use that image as I wish as I wish, which includes this blog. 

It used to be $1.00 for the smallest size, which is fine for use on your blog or Powerpoint presentation.  However, recently I'm seeing more images at $2.00, so shop around on their site for one that fits your budget.  Here's an example of one that I recently purchased for my post on 21 Reasons to Blog

Another service my friend Dr Bill Dean likes to use on his blog is Big Stock Photo. If you buy a lot of images, theirs are marketed as 10% less expensive.

Why Images

In my opinion, a blog post isn't complete without an image or video.  So, get in the habit of taking a few  extra minutes to enhance the experience for your readers.

Another reason is for search engine optimization - SEO.  If you haven't noticed, Google is indexing your images and videos along with your written content.  Be sure to tag them well and you have now helped your future customers find you on the Web!

These are just a few of the many resources available to the PhotoShop challenged.  That's where I'm at now, but in a few weeks I'll be joining the cool kids when I upgrade to a Mac.

Until then, to quote the musician Prince, "Take a picture sweetie, I ain't got time 2 wait!"

Photo Credit:  Arty Smokes

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

How To Attract the Right Customers with Social Media

Just be honest.

Some people will like your message, and others won't. That's OK, because you are only interested in the ones that do. 

Brutally Honest

My friend Dr Marc Swerdlick is a brilliant marketer - but his message is not for everyone.  And that is exactly why he is so successful as a marketer, and as a small business owner.  He doesn't compromise.  He doesn't water down his message to attract a larger audience. 

When you know Dr Marc personally, you understand his brash style of marketing reflects exactly who he is.  He's not trying be controversial; he just is.  Many are offended by his style.  And many others laud his pragmatic approach because it has helped them to get results.  Customers choose what they like.

One Size Doesn't Fit All

If you blog long enough, you will get comments that your content is either too general or too specific.  This is the Goldilocks syndrome.  It's never just right! 

You will be appreciated most when you do what you believe is right. That's all you can do.  Great artists like the Beatles and Bob Dylan understood this. That's honesty.

There is a range of capabilities and experience with any group, market, or audience.  And it is easy to respond to that by adjusting your message.  When you do that, everyone loses - both you and your customers.

Yesterday my post gave my 27 favorite blogging tips.  I wrote them for those that were saying I don't give enough practical steps for getting results.  I could have given them 101 tips!  I get them, because when I sit in on presentations by those that do what I do, I am often thinking that while they may know a lot about what works for them, I need to know how to get results with my business. 

One size doesn't fit all.  Having consulted with many small businesses, I can assure you they are all different - different markets, different capabilities, and different goals.  That is why I try help my audience understand the larger picture so that they can then better help themselves - without me, by learning with me.

Help the Ones You Can Help

I can't help everyone and neither can you.  Your style, your message, and your experience will only work with those that you understand, and that understand you.  

Read Seth Godin's new book - Linchpin.  He covers at length those fears that we all deal with that compromise our work.  And he provides some great insights and practical tips for exorcising those demons.

If you are an entrepreneur or small business owner who wants to learn how to use social media well, I believe you are at the right place - one of them anyway.

Stick around for a while.  Subscribe to this blog and I will help you to enhance your Web visibility, enhance your reputation, and attract more of the right customers.

The ones that are right for you.

Photo Credit: Mimax

Why Context is King

Because it makes your content relevant to me.

Fans

If you can make your message about your audience, your market, your customers - however you care to describe the target of your communications, then you have a greater chance of building fans.

Fans enjoy feeling like they are collaborators with you.  They enjoy feeling that they have something in common with you.  This is what makes them friends at a distance.

Social media is platform that is closing the distance between you and your fans.  

Here's How it Works

If I give you information that is valuable, you will appreciate it, but possibly never use it.  If I help you appreciate the value of that information by showing you how it works for me or someone like you, then the context makes it invaluable. 

However, no matter how many pragmatic examples I give you, they don't matter unless I can relate them to you.  And that means I have to understand you. 

Social media is a collaborative platform that is helping people to better work together.

Getting Closer

We all identify with what we know.  Local context shapes our lives. We have a tendency to seek what we know based upon where we live - or have lived.   If your local context is like mine, then it is likely we will feel comfortable working together. 

Social media can help you get closer with your client or customer to understand more about how they live - or want to.

Being Relevant

How do you make your blogging or other marketing communications relevant?  You show your audience you understand them. 

My audience happens to be entrepreneurs and small businesses like you - people that work hard because you care about serving your customers well.  I try to work just as hard as you do to earn your trust.

Social media gives your customers subtle clues about why you are relevant to them.

Customer Context

Show your customers you understand them - that you understand their context.  I was a marketer in a corporate environment for ten years.  Yet, I always felt like a bystander.  The context seemed designed to keep a distance between us and our customers. 

As a small business owner for over twenty years, I learned that there are others like me that are willing to put their heart and soul into their work. That I understand, and that adds a great deal of context to the work we do, regardless of how different it may be.

Bill Gates said content is king, and he's right, as long as the context is relevant. 

The more I use social media to accomplish more with my customers, the more I realize its true value is to close gaps, build bonds, and communicate information more effectively, even though there may be physical distance between us. 

Social media is more than a medium, its an environment that makes the work of serving customers more human.

Photo Credit:  C.P. Storm

Was It Good For You

That must be the question traditional advertisers ask themselves.

In many situations, I suspect the response is - huh?

Real People

While watching the Winter Olympics I had more than a few emotional responses.  When you see athletes ready to take the challenge and their families anxiously looking on, it is easy to feel what they must be experiencing.  You feel like you are there with them.

Traditional Marketing

Then you watch a commercial by a company like Proctor and Gamble that attempts to evoke that same response.  It shows a manufactured clip of pre-teen children in full speed skating gear that suggests their lifelong dream.  Their mothers are looking on. 

And of course the message is - "Moms."  The same moms that P&G would like to buy their products.

With all respect for the fine products that P&G provides, my response is it's not working for me.  It wasn't as good for me as the real thing. 

Real Solutions

P&G could more effectively make that emotional connection with their audience by getting to know these athletes and helping to capture what goes into achieving their dreams.  That is something you cannot manufacture.  It may not always be glamorous, but it is real.

Imagine what US athlete Bryon Wilson feels like after unexpectedly capturing the bronze in the Mogul competition.  And how about Alexandre Bilodeau, the Canadian athlete who in the same competition is the first from his country to ever capture Olympic gold within his country's borders.  That's real.

The Relationship Economy

In this economy, we want to feel what you are feeling.  And the only way we can do that is if we have a relationship with you. 

While amateur sports is becoming increasingly sophisticated, it is highly unlikely these athletes cut their teeth in the manner that is depicted in those slick, traditional commercials. Why not show us the real deal - like what the conversation may have been like from the kitchen table? 

Real Customers

If you want to attract customers, real ones, it should go without saying that real stories about their challenges are what will engage them - and us, with your brand. 

If your message is real, you will know without hesitation that it connected.

You won't have to ask. 

The Highest Use of Your Blog

multiplies your ability to better serve your market.

A few days ago I was talking with a new client.   In our brief conversation regarding the social media strategy for his green industry business, he casually mentioned a specific concern that was the inspiration for my previous post on managing negative comments on the Web.

That post generated a surprising level of interest, on a weekend no less, which reminded me to share with you how I use my blog for its highest use.  While I have previously written about what you should blog about, today I will give you specific methods that you are probably familiar with, but that you may not have developed into a productive blogging strategy.

Listen

Your prospects and customers are a rich source of information that can help you serve them better - provided you are willing to take action.  Your customers presumably share the same issues, concerns, and problems.  Yet, only a few of them will truthfully open up and share their feelings with you.  This is one of the challenges with direct-selling.

One generally underused means of acquiring this information is through online surveys.  You may be able to get more reliable feedback by experimenting with acknowledging the participants identity and keeping them anonymous.  Compare the results and the response rate. Then compare those results with what your clients are telling you in casual conversation. 

One reason I am an advocate of comparing and tracking is that it is easy for a small business with a generally small client base to make false assumptions.  It's easy to assume the minority of vocal clients represent the whole.  It's also easy to assume all of your clients will tell you the truth.   Why would they lie?  A couple of reasons include protecting your feelings and their ego or reputation. 

Have you ever had a client tell you how good you are and then switch to a competitor without warning?  Often the reason is you were not listening.  Or you did listen but didn't take action.

Take Action

Use your blog as an extension of your conversations to show your clients how you can solve the problems you believe are the most relevant.  If it is indeed a relevant problem, you have now enhanced your credibility in a number of ways.  You have demonstrated you are a listener who takes action, and you have provided proof of your capabilities to other customers who may share that same problem.

This may even result in previously silent customers stepping forward to acknowledge your wisdom, which builds your relationship with them, and every other customer who happens to be reading.

Learn

Your blog provides you with incredibly valuable information that you cannot get anywhere else, and certainly not at the low cost of free.   The beauty of blog analytics is they are more likely to be valid because the audience is invisible  They have no reason to give you anything other than the unvarnished truth.  Look for spikes in your traffic and analyze the heck out of them.  Then look for patterns with the posts that created those spikes.

When you are blogging, you are not going to hit the mark as often as you you will wish.  This is why it pays to blog as often as possible.  I find that I consistently score well with every 3 to 4 posts, and exceptionally well about every 7 or eight.  That means I hit a home run nearly every week, which may be every year or so for the undisciplined blogger.  The simple lesson is you have to both listen and take consistent action.

All of this may seem to be tedious, and it can be.  What keeps me interested is the thrill of the hunt.  I love the challenge of helping my customers and those future customers in my market.  If that is tedious and boring for you, then maybe you should switch from the marketing department to something more exciting like accounting.  :)

Photo Credit:  Zoltan Papp

The Science of Viral Messaging

Microbiology is the study of viruses - the real ones.  It can provide some insights into creating a viral message on the social media networks.

Strength and Vitality

When you grow a virus in the laboratory, your first have to start with a healthy sample.  This seed virus has to be strong, just as your message has to be strong.  Much of the noise on the social networks is devoid of original content.  It has been repurposed so many times that the original value was lost long ago. 

The surest way to be relevant is to be good.  If you aren't sure, compare your work to those in your space that are building authority. 

As with anything else in this world, usefulness to a targeted audience is a measure of the strength of your content.  When you are creating any kind of content, whether it be written, video or audio, it has to be well crafted, and also serve a vital need of a specific community.  For tips on doing this well, check out the Best Of tab of this blog.

Proper Medium to Grow

A virus will only grow in an appropriate medium that has the proper nutrients to feed the virus.  Without this, everything stops.  For our purposes of social networking or marketing, this means choosing the right channels or networks - and tracking your results. 

If the source of your content is a blog, then this is easily accomplished.  Click on those links to see where they lead.  As for networks like LinkedIn, Facebook, and Twitter, consider the audience and how well they represent your targeted market.  If the response rate if low, you may have the wrong channel.

Ideal Environment

One of the standard procedures behind laboratory experiments is to control the variability of the environment to determine how it affects the results.  What's too hot and what's too cold?  You need to test to find out?  It is just like those Bud Light television commercials.  You don't want to be too heavy or too light.

What does environment translate to on the social networks?   Consider the time of day, day of the week, or even the concurrent buzz of other news.  Contrary to what others may suggest, I have found that posting at night can be very effective.  This is a global platform.  Late night in the US can be approaching prime time in the UK.  Which is exactly when this post is going to hit the Web.

A Catalyst

Even when the medium and environmental conditions are just right, the results may be only average.  A catalyst can make the difference.  A reTweet by an influential member of your community can do wonders to set your message on its viral journey.

Unfortunately, this is where many people start.  They are looking for the shortcut, the quick fix, the magic bullet.  It is highly unlikely that you will get a favorable nod from a top blogger in the form of a link, comment, or reTweet if your content isn't strong.  Focus on quality and the rest will happen on its own time.

While going viral seems to be a random occurrence, there really is a science behind it.

You just have to study it, work at it, and believe in what you are doing enough to do it well.

Photo Credit: PNNL

People and Business Systems

The right mix of these two ingredients is how you make social media work for your business.

People

People are arguably the main ingredient of any business.  This includes your customers, employees, vendors, and other partners that help you take care of those customers.  Without the right ones, it is tough to sustain a profitable business.  The right people are vital to the success of any business, and that naturally extends to the social media marketing of your business.

An Extension of Your Business

When you begin to think of social media as an extension of your business, it becomes easier to get the pieces into place to achieve the results you are seeking.   Anyone who has operated a small business for a period of time knows you always get more done with people you agree with in principle.  Talented superstars can make great contributions, but they often have a low tolerance for working with a team.

The Right People

While it may be beneficial to be friends with some of the social media celebrities, and thousands of people you hardly know, I will bet money that you will do more for your business if you focus on regular people like yourself that you can actually work with.  This is your team.

Business Systems

Your Team

While people are responsible for getting results, business systems help get those results consistently.  I love systems, but I learned the hard way that they need to be flexible if they are going to work well for the entire team.

Take an assessment of your most highly valued team members.  Are you running too fast or not leading strongly enough for others?  If your systems are counterproductive to the efforts of your social media network, you may wish to reconsider your approach.

A Social Media Viewpoint

We are still in uncharted waters with social media, a marketing medium that has turned the business world upside down in many ways.   There are many paradoxes associated with this platform.  For this reason, I'm going to suggest you consider looking at it from multiple perspectives before trying the next shiny new technology, as many are characterizing the latest 'gotta have (or do)' in social media.

Just as I would take at least two views of a putt I really needed to sink to win a golf match, I like to look at my social media marketing from a viewpoint that is both with the crowd - and without them.  It is then much easier to choose the best approach for me.

Here's an example.  When Twitter was young and many people thought the whole idea of communicating in short, rapid-fire bursts was bordering on the ridiculous, I was intrigued.  I wondered if they were missing something.  So I gave it a test drive that proved to be extremely productive.   The majority was only looking at it from one angle.

Now is Now

This brings us to today.   We are settling into social media.  We know what a blog is, and if you read my post from yesterday, you have more than enough reasons to blog.  The same goes for the social networks.

The Merge

What's next?  It's time to stop looking at social media like an alien, because it's nothing to be afraid of.  It's time to get up close and take a practical look at what it really is.

An extension of your business that should be treated like all of the other ingredients. 

Thanks to my green industry friend Steve Hoogenakker for the conversation today that inspired this post.

Photo Credit:  emeryc

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 Simplest Social Media Strategy

involves the application of two skills: Attention and Intention.

Attention

Are you noticing any changes in the social networks?  I am.  I'm noticing that it is very quiet on Twitter.  This may seem like an odd thing to say because the number of people using Twitter it is huge.  However, unlike when it was young, Twitter is becoming so crowded with business messages looking to go viral that there is very little conversation. 

You can notice a lot if you use your attention.  Then you can adjust your strategy, and possibly put more effort into other networks.  That conversation on the early Twitter is exactly why I was able to achieve what I did back then. 

Now I'm giving more thought to LinkedIn.  This is where I recommend anyone new to social media should get started.  Although, I have to admit I haven't used it much over the years.  Lately, however, the functionality of LinkedIn has improved, and I'm finding more ways to engage with like-minded colleagues.

Look around and experiment a little.  I'm thinking of starting a LinkedIn group to work in conjunction with a new series with this blog on the small business challenges that many of us share.  I'm still not quite sure how I can be most effective, so I'm keeping my attention on it, with the intention of making it work.

Intention

When you make a commitment to accomplish a result, and you stick to your commitments, two things happen.  First, you tend to achieve your objective.  But more importantly, you tend to grow, which makes the next goal that much easier.

Whether you are here to learn, to help a community, or to build a business, or like me - all three, then you have to be willing to do the work.  And that is where we are going.

My belief is we are now entering a period where the social media networks are seeing a shift towards achieving practical results.  The more clear you are about what you wish to accomplish, the more likely the effort you make will connect you with those that you should be working with.

These are exciting times for anyone that is active with social media.  Many of us have worked through the various forms of technology to achieve a comfort level.  We now have our favorites tools.  We've settled in with the technology.  Now is the time to use those skills to be productive.

The logical question is this:  Why are you here?

I know that I am committed to helping other entrepreneurs and small businesses use this amazing platform to build a business that is stronger and more sustainable.  How I will do that will evolve over time and get better as long as I am doing two things:

1.  Paying attention to the what people in the small business communities want to do.

2.  Having the intention to apply my abilities to make it happen for them.

This simple two-step strategy can work for anyone.

And I love simple!

How about you?

Photo Credit:  Caro's Lines

How to Use Google Reader with iGoogle

This post will show you how to use Google Reader to easily manage multiple subscriptions to blogs or other news sites.   

I have come to learn through my consulting work with small businesses that using a blog reader is not necessarily common knowledge.  And having struggled with it myself, I can understand why.  Like anything else, it's easy once you understand how. 

You can read the details below, or watch the two videos.  The first video is a comprehensive overview, while the much shorter second video is specific to just subscribing a blog to a reader.

 

Google Reader vs Email Updates

Just about everyone understands how to subscribe to email updates of blogs like this one.  However, if you subscribe to more than a few, you are held hostage by those emails that crowd your inbox.  Like so many eNewsletters, your subscriptions become a form of interruption marketing, which encourages you to opt-out.

Using a reader allows you to get the news at the time and frequency of your choice by subscribing to the RSS feed, as opposed to feeling compelled to open an email, which is another subscription.  The reader puts you in control.  It also saves you clicks, as you will see from the video.  With a reader, you may open 10 of of the 20 posts you have just received, and then only read just the 4 or 5 that seem interesting.  Then you can delete all 20 with one click.  Poof!  

How It Works

First of all, there are other readers besides Google's, but most of us heavy users prefer it for its simplicity.  To get started you need a gmail address.  Then just search for Google Reader and set it up.  Many blogs will have a link like this on the homepage: Subscribe to This Feed.  You can click on that to subscribe to the blog's RSS feed, or simply go to the browser window and click on the orange chicklet, which is often easier to locate.  It looks like this:When you click on the chicklet, it will offer two options:  Add to Google Homepage or Add to Google Reader.  Choose Reader.

The Latest Feature:  Here's what has just been added as a capability.  In the upper left hand corner of your Google Reader you will see the button for "Add a Subscription."  I use this to read my local newspaper.  You can use it to stay current with any website that doesn't give you an RSS feed.  You just create your own by entering the url in that subscription box. 

iGoogle

After you subscribe to a few blogs, your reader gets to be a mess.  This is where iGoogle comes in handy to streamline everything, while also helping you manage other web web content.  My iGoogle interface includes my Google Reader, the Google Calendar that I use to remind me when to pay bills, along with a few widgets like espn.com, and of course jeffkorhan.com - this blog.  iGoogle is set as my homepage, which serves as a reminder to check my reader for updates.

iPhone

If you have an iPhone, get the Google Mobile App to get all of this functionality, and more.   Once it is downloaded and your settings updated, the apps button at the bottom will take you to your Google Reader.

That's all there is to it.  Simple.

Now you know how to subscribe to any blog to get regular updates.

If you are getting value from this blog, why not start by subscribing to this one? 

Blog Clues That Get You Hired or Fired

During the commentary of the NFC Championship game between the Vikings and the Saints, it was mentioned that Brett Favre's greatest gift is his ability to read defenses.  He has seen so much action that he is able to identify clues less experienced quarterbacks might overlook. 

The readers of your blog are using their experience in the same way - to either hire you, or fire you.

Your Blog is Not Your Website

When customers are strolling through your blog they are sizing you up.  They are reading your blog like a quarterback reads defenses - looking for proof you can get the job done.  And that is where many bloggers focus their efforts - telling everyone how good they.  Unfortunately, that objective is better handled with your website.

Your blog is not your website!  It's focus is deeper and more personal.  Your blog is a window to those down and dirty clues that aren't readily apparent within a polished website.  Your customers are using this less formal and conversational venue to study you, just as Favre studies defenses.  And like him, it all happens in a few seconds.  What are they looking for?

Proof You Have Been There

Anyone who is looking to hire you wants some assurance that you have been there - a lot.   And they get their answer not from your core message, but from the insignificant and seemingly innocuous details that some will overlook. 

For example, have you seen testimonials from people that don't really exist, such as "Robert F. from Peoria," or worse, "satisfied customer?"  If these are the best testimonials you've got, then you haven't been there, and a buyer with Favre-like experience just saw right through your smoke-screen.   You need verifiable names, job titles, and the organizations they represent.

If the breadth or depth of your experience is thin, then it is.  Just give fewer details, because the more you reveal, the more you disclose your inexperience.  Now if you happen to have a lot of experience, don't overdue it.  If you really have been there, then you don't need to give your full and complete client list.  This is another danger signal.  Trying too hard to prove you've been there is a clue that maybe you haven't.

Explain How You Can Be Hired

Your blog should have a place where you describe your process for getting results for your ideal customers - so that they can understand how you can do that for them.  The Internet does a great job of educating buyers about process.  If one of your competitors has one, it is logical to assume that you should too.  Your blog should be clear about what you do, who you do it for, how you do it, and how new customers can hire you to get some of it.

Today I updated the Speaking page of JeffKorhan.com - this blog.  While I feel pretty good about it, it could be better, and soon will be.   My next step is to include current and relevant videos so that meeting planners and speaker bureaus can see me in action.  In the meantime, I have acknowledged this, while also giving a date when it will be completed.  This demonstrates that I've been there. 

Your process for getting hired must acknowledge everything that a prospective buyer may logically need, or provide an explanation about why you do things differently.  Being different, and having a valid reason for it, definitely shows you are not following the crowd.  It may even be the best way to show you've been there!

Be Different

In my opinion, the best way to be different is to be focused, because most people aren't.

It is very common to cast a wide net that says you can help anyone.  Resist that temptation and use your blog to comment on who you have really helped and how, even if it has been just a few customers.  You will then attract more like them.  Before long, you'll have a solid base of experience to talk about, along with valid clues that prove you have been there.

It comes down to this.  Your blog either leaves clues that get you hired, or that get you fired.  These days the playing field is crowded and the competition is fierce.  Authenticity is something that works for you or against you.  When in doubt, leave it out.

For the record, I am not necessarily a Brett Favre fan.

I'm just a fan of experience.

Besides, I live in Naperville, Il, the hometown of Sean Payton, who also had a brief coaching stint at my alma mater, Miami University.  Needless to say, I'm backing the Saints in the Superbowl. :)

Photo Credit:  !borghetti

Small Business Marketing Talk

"If I had known back then what I do now, I never would have started this business."

This is a true statement, and something I used to say from time to time during the 20 years I operated my landscape contracting business. It's something you tend to say when you are experiencing one of the thousands of challenges that are part of the the fabric of small business culture.  

Then there are those times when you pat yourself on the back for doing something incredibly naive that resulted in a success.

I have just as many of those to share with you as I do regrets.  And I am sure you have experienced the same or more with your business.  This is how we learn, and usually by sharing those experiences with our industry peers.  This got me to thinking.

I cannot think of a better forum for sharing tips, insights, and lessons learned than a blog - like this blog! 

Announcing A New Idea

So, I am starting a series to focus on sharing some of these insights:  Small Business Marketing Talk.

I've decided to cast a wider net to include the entire topic of marketing.   Heck, I may even include a few scenarios that pertain to marketing's first cousin, which of course is sales.  And don't be surprised if we have some interviews with other small business, marketing, or social media pros. 

You be the judge.  I'll give this a try.  If it doesn't get a favorable response, I'll consider it another lesson learned and move on.   It certainly won't be my first failure.  Let's just say that I'm steadily gaining on Thomas Edison. ha, ha.

I'm open to suggestions - about everything.  Tell me what you would like to talk about.  Suggest a format.  Recommend a better name for this perennial series.  I'm thinking this may be a great way for me to get back to recording videos again.  Maybe this could be a weekly event.  What do you think?

You know the drill, just leave a comment below.

Taking a Test Drive

As long as you are here, I may as well share something of value on marketing, and more specifically, the topic of social media marketing.

The Name Game

It has been a sport to invent monikers that help us to be edgier, more unique, more professional, and yes, more of an expert while we are strolling through the social media networks.  That was then.  Now is now, and I really believe you will want to discontinue using appended name descriptors such as expert, maven, and guru.  They just don't fit anymore.

These cute little naming tactics do one thing only - they identify you as an amateur or novice.  But Jeff, you say, weren't you the Green Marketing Guru for a while.  Indeed I was, and I have come to regret that hour at Starbucks when my friend talked me into it.  All I can do is learn and move on.

Personal

The social media platform continues to drive a social economy that is more about people than brands.  Your greatest asset, now more than ever, is your name.  I don't care how strange or common your name is, it is what separates you from the herd. 

 
Seth Godin notes in his new book, Linchpin (affiliate link above), that we all have to be more of who we are, and less of who we have been trained, educated, and conditioned to be.  He calls this being an artist.   In my world, I call this being a small business owner.  There is an art to that.

So here's the question: 

What is the name you want attached to your art? 

Photo Credit:  Vasta

Your Favorite Social Media Channel

is the one that will yield your greatest social media ROI.

Marketing Style

If you have been reading this blog for the past year or so, you know I consider your blog to be the center of your social media universe.  This is where you have the largest body of information that speaks favorably about you and your company.  It is where you develop new ideas, and capture those stories that are the legacy of your business.

There are many top bloggers who will agree with me.  We all love to blog, and as a result, we get practical results from our blogs.

That said, I have recently been collaborating with Shawn Doyle, another professional speaker who uses a different approach that works equally well for him.  He uses LinkedIn as his hub, and the strength of his LinkedIn presence is the private group he created to collaborate with others who are interested in motivation and leadership. He calls his group Motivation Nation!

What is interesting about Shawn's LinkedIn group is he can manage the content, just as I manage the content of this blog.  Using different channels, we are both accomplishing our business objectives.  You should consider which channel works best for you and why.  Of course, there are still other channels to consider, such as Facebook and Twitter, which have micro-blogging capabilities much like LinkedIn.  

Blogging is the perfect channel for me because it fits my storytelling style of marketing. However, the ability of a LinkedIn group to connect people with common interests and objectives is working exceptionally well for Shawn.  The point is there is no right or wrong here.  The question is what is right for you and your target audience.

When choosing your favorite social media channel, you should consider your communication style, your audience, and most importantly, where you feel most comfortable investing your time.

I'll be honest, in the early days of Twitter, I really enjoyed using Twitter to collaborate with a wide range of people around the globe.  For that reason, it produced the greatest ROI for me.  As Twitter became more impersonal, I shifted my focus to this blog.

Extending Your Channel

Regardless of where you decide to cast your anchor to establish the hub of your social media presence, you still need to use other social media channels to encourage more people to engage with your community.   Just as your company website can benefit from an active blog that points to it, so can that blog benefit from the cross-connections of Facebook, Twitter, and many other channels.

Professional speakers often talk about meeting the audience where they are.  By that we mean connecting with them on a topic through a relevant mindset.  The mindset on Facebook is clearly more loose and open than it is on LinkedIn. 

And there is no telling what the mindset is on Twitter from day to day, but we know with certainty that it has an incredible reach, and is therefore quite valuable for extending the message that you cultivate within your hub - your favorite social media channel.

I'm really looking forward to sharing the stage with Shawn this summer at a convention where we will work together to help others learn how to apply the respective methods that have worked for us. We may even help them to develop hybrid methods that will work best for them and their community.

When it comes to social networking and marketing, there is not one size that fits all. Find a channel that allows you and your community to best do what they most want to do.

Tuning into that channel is something your will look forward to.

A positive ROI will be the natural result.

Photo Credit:  Leo™

Why Small Businesses Are Confused About Social Media

They are listening to self-described social media experts who have little or no real-world business experience.

The Problem

Seth Godin recently made an interesting comment on his blog about the evolution of technology trends.   Here's what he said:

The early adopters of the technology are the technicians that helped to create it. 

For that technology to stick, somebody has to figure out how to use it to get results.  That's where small business owners enter the picture.  The hallmark of small business owners is their ability to take what is complex and make it practical to achieve results that their customers can benefit from.

Later, in an effort to make the technology even better, bureaucrats and conglomerates eventually step in,  and in the process drive everything that was working into the ground. 

If you doubt this last statement, I have two words for you to consider:  Conan O'Brien.

So don't hesitate.  Get in while the going is good!

Entrepreneurs and Small Business Owners

Entrepreneurs and small business owners are some of the most successful people on this planet because they understand how to make things simple, practical, and profitable.   Yet, for some reason, technology clouds their minds.  They either run from it and miss the opportunity, or embrace it and spend a fortune on misguided technicians who do not understand their business .

Social media marketing is about people, not technology.

The technician may understand the technology exceptionally well, but they frequently do not have the basis for understanding your business.   

The Solution

Small businesses should be looking for social media partners who understand both their business and the social media technology. They should be looking for the same depth of experience that they have developed over the last 20, 30 or 40 years - or more.

When I speak to entrepreneurs on social media marketing, I often hear this:  "Ah, now I get it!"  It is not that I am some kind of social media genius, because there there isn't such a thing.  I just happen to understand two pieces of a simple puzzle: social media marketing and what it takes to operate a small business.

My Recommendation

If you are a small business owner who is looking for help with your social media marketing, here are some capabilities I would recommend you be on the alert for:

1.  Pragmatic experience - Has your suitor helped companies like yours?   Another simple test is examining their blog to determine if they are experienced in their practice.  Does that blog go back a few years, or just a few months;  and has it been consistently updated?  You may be surprised at what you discover.

2.  A knack for simplicity - Can they communicate without jargon?  There is a tendency within social media circles to say what everyone is else is saying - such as "add value."  If you truly understand that, then you will know how to explain it.  Ask them to do that.

3.  Congruency - Are they consistent in their message across multiple social media networks?  Often I will see one type of behavior on Linkedin, with a more 'reckless' type of behavior on Facebook, which is a platform that encourages letting your hair down.  You have to determine what is acceptable for you and your business.

4.  Focus - Are they really focused on businesses like yours, or just "companies - which of course implies they are essentially mercenary social media experts for hire?"  You need to cut through the BS to be sure you have a good fit.  After all, nobody cares more about your business than you do.

5.  Credibility - Do you believe them?  You have been in business for a while.  You know people. And social media is about people.  Apply what you know.  This is the social media acid-test.

I can appreciate the enthusiasm many have for social media.  This is a phenomenal platform for growing any business, and especially a small business.

If you are unsure of how social media can work for you, dig deeper to get the right answers.  If you are still unsure, wait a while.

Just don't wait too long, as this may be the marketing opportunity of a lifetime.     

If you take anything from this post, it is that social media success is not about the technology, but people - the same people you have worked with to achieve your current success.

There is nothing confusing about that.

Photo Credit:  jmacphoto.com

5 Blog Title Tips from from 150 Posts: A Series

Start with Curiosity

Titles are essential for getting your blog read.  Vary the style to keep your readers curious, but also measure the response to determine what works best.  Here is what is working for me.

1.  How To - This is a very effective style that should be used when you have a legitimate tutorial style post.  Don't fake it.  And be careful not to overuse this style, or you may appear as a 'know-it-all.'  Here's an example: How To Build a Business Legacy With Your Blog

2.  Leave Them Hanging -  I've recently developed a title style that ends in mid-sentence, with the completion of that thought being a single line paragraph that opens the post.  Here's an example:   You Know Your Marketing is Right When.

3.  Suggestion of Humor - Everyone enjoys a message that is both upbeat and educational.  Try to deliver on this once in a while, even if humor is not your strength - which is certainly the case for me.  Here's an example of a post that worked very well, but would have worked better if the title had suggested the forthcoming humor: Do You Have a Social Media Callback?

4.  The Final Word - This title implies you've solved the mystery or puzzle.  It challenges the reader to have the final say, which is the whole idea.  Here's an example:  Proof We are Not Overly Connected. Use this to encourage comments.  You may also think of this as 'Taking a Hit for the Team,' because you may get knocked down, but there is a method to your madness.

5. The Answer to a Provocative Question - This requires no explanation.  Here's the example:  Why I Blog.

This is the first of a series.  I missed my post on Friday, January 22nd due to a speaking engagement and flight delays. So, I'm going to play catch up to stay current with my 2010 goal of 365 posts.

Next I will move beyond the Title to:  Getting Your Blog Read.

Look for that later today.

Photo Credit:  Ocherdraco

How To Manage Social Media Authenticity

Choose one of the two options.

Run

Small business owners learn to run very early in their careers.  They learn to chase down every lead, to outrun the latest regulations until they figure out if they actually apply, and to run like a dog to get slow-paying customers to pay up.  

That's the nature of the small business game - it teaches you to deal with uncontrollable variables, and to do it without too much pretense.  Let's face it, after 12 hour days at full-speed, you are too tired to be anybody other than who you are.    

And if the usual course of business doesn't teach you to be authentic, the occasional need to secure a bank loan will take care it.  After you get done with that process, you aren't too worried about your slip showing once in a while.  So, it's safe to say you won't mind the amplifying lens of social media.

Hide

If you represent a large organization, social media may not be a good fit for you.  That is to say, you may wish to consider hiding.  While there are exceptions, large corporations typically suck at being authentic.  I know this because I spent a decade hiding in one. 

We received extensive training in hiding.  We learned how to stay clear of anti-trust laws, how to avoid accidents, and if we had one, how to hide from any consequences.  And most memorably, we learned how to hide from customers who didn't want to pay our latest price increase.  Sound familiar?

Authenticity may be the antithesis of most corporate cultures.  It just isn't part of the corporate DNA. Though, I do understand some of the reasons for that behavior.  For one thing, we still live in a litigious society and corporations know that.  This alone is going to work against authenticity.

What To Do?

It's always best to do what you do well.   That's what makes authenticity work in social networking.  If you are like most entrepreneurs and small business owners, authenticity has become second nature to you, like a survival instinct.  You have learned it just as you have learned to run to keep your business alive.

You are like a rabbit who is confronted by a hawk.  You respond without hesitation.

If you can't do that, then you know what to do.

Photo Credit:  Wolfpix

  

A Social Media Shift is Happening

It looks like we are seeing more leadership for paid content on the social Web.

Some of the Players

The Wall Street Journal set the the bar when they elected to charge readers for a complete read of some of their articles.  And I'll admit that after having to go to the library to get the full copy of one article on social media, I decided to suck it up and pay the freight.

More recently, the New York Times has announced that they will adopt a different, yet similar approach.

The most surprising one to me is Mashable's decision to charge $.99/month for the Kindle Edition of their blog.  This one is especially interesting.  Those of us in who are active in the social media space consider Mashable to be one of us - the free spirits who advocate, well, free content.  I suspect they are quietly testing the waters.  This makes me wonder if Techcrunch will follow.

What Others are Doing

Of course, the vast majority of bloggers like me are continuing to share our best insights for free.  Our challenge is to have a business model that supports this tactic,and there are a great number of methods for accomplishing this.

Concurrent with all of this  is the trend for industry associations to become content aggregators.  Industry associations are seeking content from people like me.  Once again, our decision with regards to participation has to consider how we will benefit from this sharing of our original content.  The nice thing is copyright laws are on the side of the content originators.

eBooks and Cable Television

The inevitable success of the eBook has turned the publishing industry upside down.  How they restructure their model to remain profitable is still in doubt  At the very least, it appears that most major publishers are learning that they have to get comfortable with a faster paced publishing market that puts more control in the hands of the content creators.

All of this gets me thinking about the early days of television - when we just had three channels to watch.  Imagine that? Then cable TV came along and charged for more.  However, in these days of media overload, I'm not so sure more is a viable approach.

Relevant News in Real Time

I initially planned to title this post: Is the Party Over?  You see, we have all been conditioned to expect our content, our news, in real time.  And we have for the most part found ways to get exactly what we want for free.

My Solution

Be aware of this change in the winds of social media.  Leave yourself a back-door to change gears.  In other words, consider how you can catalog and preserve the knowledge and wisdom that you have accumulated from your hard work and years of experience.

The best way I know to do this, while still continuing to build your visibility, reputation, and referrals through social media marketing, is to maintain a blog through a URL that you own - and one that has an identity that is clearly identifiable with you and your business.

This means you need to have a blog that is mapped to a unique domain that you plan to own for life.  You can do that right here on Typepad.  Wordpress is another option. Both platforms have their advantages.  Though, I've placed my stake in the ground here. 

And I feel comfortable that the likes of Seth Godin, Guy Kawasaki, and Malcom Gladwell are on the Typepad team.  I may not be the smartest guy around, so I'm trusting in their wisdom. If you need validation that is a bit edgier, add Paris Hilton to that list.

Photo Credit:  RalphBijker

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

There's an App for This

and you can get it for Free!  This is what the button will look like, only a heck of a lot smaller.  To get it, just search for Jeff Korhan at the app store.

What's The Benefit

Once your phone completes the initial download, you will always have the 25 most recent posts, regardless of your Internet connection.  So, if I've shared something useful and you have a need to reference that information, it's right in your back pocket.

This may be a good time to remind everyone about this blog:  It's a practical guide for entrepreneurs and small business owners who want to maximize their Web visibility, reputation, and referrals with social medial or Internet Marketing.  The app brings those insights right to your phone.

How Does it Work

When you build an iPhone app you appreciate the grace and simplicity of the RSS feeds.  This is what brings information from the Web to your phone.  It's sort of an "always" on switch that brings the news to you so that its ready when you are.

I'll be honest.  In these days of free and easy new media technology, there isn't much that get me excited, but this is one.  There is something about the graceful and smooth functioning of most iPhone apps that I find very cool indeed. 

Using the App

Once you download the app you will get a running list of my 25 most recent posts.  Tap on one and it expands so that you can read the entire post, while also having the ability to follow the links. Tap again and you get several options. You can go back and read more posts, or share the post you have open via Twitter or by sending it as an email.  Naturally, I'm am pleased if you will consider this once in a while!

Building an App

If you do plan on building your own app, I can give a thumbs up to the folks at Appmakr.com that built mine.  You should be prepared to spend some time learning which images you will need, and have a qualified graphics artist create them in the correct sizes.

You can add more functionality to these apps than I did, such as your Twitter feed.  My thought was to keep it simple and limited to the one thing I am 100% committed to long-term - and that is this blog.

Until later, I'm beginning to hear voices....

"If you build it.....!"

Let me know how you like the app - and anything you would like to see in future posts. 

The Craziest Rules of Social Media

are the ones that work.  

Here are my favorites, and why they work so well.

1.  Share personal stories about your life with complete strangers.

You can't just talk about authenticity; you have to reveal it.  This is the only way you will build a fan base for your blog or social media pages.  This is your reality show.  Sure, you can be shocking and over the top, which is entertaining.  But unless your name is Fred and your audience is little kids, my recommendation is to just use some social media wizardy and pull back the curtain.  

2.  Blog consistently when you know nobody is reading.

I did this.  Virtually no stats after well over a year.  Though to be honest, knowing that Google was reading helped to keep me in the game.  Every once in a while a post would get indexed.  It was very exciting stuff back then.  These days it seems Google will index just about anything.

Nevertheless, after achieving critical mass, I can now play with those numbers as subscribers leap on or drop off based upon new strategies that I am constantly tinkering with.  There are indeed subtle nuances to blogging that make a big difference.  Besides, the game is constantly changing, so you may as well get in and learn now because we'll soon enough be learning yet unproven ways to accomplish our objectives.

3.  Share confidential information with your competitors.

In some industries the competition is especially fierce. Yet, when you freely share information with your marketplace, it is bound to fall into the hands of your competitors.  In fact, I have no doubt my competitors subscribe to my blog as I do theirs. 

C'mon, get over yourself.  First, nobody is that good.  And if you really are, you have no worries.  Read Seth Godin's blog.  Do you think he's worried that I borrow an idea or two every now and then?   I doubt it, because he knows there are plenty more where that came from!  Today he had a great post about lemonade stands.  Those are real stories you can't make up. (See rule No. 1 above again.)

4.  Study the rules of grammar that you've ignored your entire life.

I've always considered myself to be a good writer.  The truth is I wasn't.  I was just better than most of the people that I was studying or working with.  Learn how to write for your blog.  Subscribe to blogs like Copyblogger that focus specifically on this component of this social media craziness.  I especially like Sonia Simone's work there.

When you study your writing, you'll start realizing you'll need to learn a few of those rules of grammar most of us have ignored, save for that year of Freshman English.  A helpful exercise is to read a page or two daily from the Elements of Style.  Then read it again.  I don't know what they charge for it now, but my copy shows a handsome investment of $1.25 that is paying off nicely, thank you - now that I'm actually using it!

5, Agree with viewpoints that are completely opposed to yours.

If you can step back and look for points of agreement with anyone, you will find them - guaranteed.  That agreement may simply be that you understand how one could have such a perspective.  Now, that you have opened their mind, you have an opportunity to restate your point from a fresher and more thoughtful perspective.

This discipline is excellent for helping you to shape your viewpoints to achieve even better levels of interest. No tension means no interest, and that means no audience.  You don't have to be controversial, but it is helpful to have something to say that hasn't quite been said like that before.  (See rule No. 1 above again.)

You know what's really crazy?   Continuing to spend heavily on traditional marketing without giving this a try.

If you have enjoyed this post, consider adding a comment or subscribing to it.  I'm happy to have you around.  Jeff

Got Time for Social Media

Or would you rather let the most revolutionary marketing opportunity you will ever witness pass you by?

Investing Your Time

Someday I should make a list of the certainties I have learned from 30+ years of business experience.  One of them is that a customer will adjust their budget upward to make a purchase when a trained sales professional takes the time to:

• Understand the objectives of the client or customer
• Make the best recommendation for them
• Educate them about the the cost basis for the price of that product or service

Then the customer will either find the money to get what know they now want, get it when they have the money, or somehow work out a phased in approach, if that is possible.

The problem with this it it takes time.  It takes time for the company to develop a valid sales process.  It takes time to find and train the right salesperson.  And most importantly, it takes them time to fully understand how to sell with that process so that they can make the best recommendations that lead to more sales.

If you are willing to invest time in learning how social media works, just as a company invests in a sales professional, you will have the time to enjoy the rewards of that investment - just as they enjoy the rewards of their training investment. This may be a good time for that.

This is The Time

I would imagine there are not too many companies too busy counting their money these days to take on new work.  This is the time to learn so that you can grow later.  It only takes an investment in your time.  Many companies are making this investment because they are willing to do just about anything to weather this economic storm, as they should. 

Learning social media marketing should involve more than just the skills for using it.  Before you get to that point, do some social media research to help answer questions like this:

• Is this a passing fad or something I can live without?
• How are other companies using it?
• Which networks or technologies are right for my company?
• Should I do this myself, build a team, or consider outsourcing?  Before you outsource, read my earlier post on building your business legacy.

Entrepreneurs, This is Your Time

In many respects, business is becoming more basic.  We are all doing more with less.  This is another way of saying we are working our butts off to remain a viable force in our markets. 

Entrepreneurs wrote the book on working hard.  Heck, even rock stars work hard.  You don't get good at anything without work.  Sure, you can enjoy a nice stretch after you put in the time to build an amazing quality product and a loyal customer base.  But if you take it for granted, it will soon become somebody else's.

Yes, social media takes time to get familiar with, to get results from it, and to sustain those results.

But time isn't usually a problem for small businesses that are committed to success.  They just need a commitment, a plan, and the dedication to work harder.  Is that a problem?

I didn't think so.

Photo Credit:  Saad.Akhtar

Dumb Things Business People Do

When it comes to using social media well.

1.  They Don't Do Their Research. 

Much of what I have learned about making social media work for me comes from following the leaders and learning from them.  This includes Mashable, Techcrunch, Chrisbrogan, Seth Godin's Blog, and Alltop.

If you are anxious to learn - go to these sites and use the search boxes.

Techcrunch is truly cutting edge.  Mashable and Techcrunch overlap a bit, with Mashable perspectives appealing to a wider audience.  Chrisbrogan and Seth Godin will freely offer opinions, just as I will, and most of them are well-founded.  Alltop is an aggregator where you can find more than you will ever need - thousands of blogs on a variety of topics besides social media.

To follow and learn from blogs, my recommendation is set up your Google Reader and subscribe to as many as you can handle.  Then set up iGoogle as your desktop where you can plug in the Reader, your blog, and other things like ESPN.com.  You choose.  What I like about the reader is I can research hundreds of articles at a glance, yet read only what applies to my business - all without cluttering my inbox.

2.  They Assume Too Much

Don't assume everything we all say is gospel.   While I don't rant, I opine, which comes close.  Chris Brogan will definitely rant, but not excessively.  And what's wrong with a little emotion to wake up a few readers.  We need it once in a while!

Also, if you are an experienced business owner, don't assume the tech crowd understands your 'brick and mortar' business.  They probably don't.  It's up to you to adapt to the new media ideas. You may wish to consult with a few gray hairs like me once in a while.

This gives you a reason to come back to this blog - to get a pragmatic perspective based on 30+ years in business - meeting payroll, acquiring new customers, dealing with excessive regulations.  You know what I'm talking about.

3.  They Cling to Old Habits

Look out, here comes an opinion.  How many of you are still using the Microsoft browser because it came with your computer?  Do yourself a favor and go to Mozilla.com and download the Firefox browser and make it your default.  Firefox now has the majority of the market, compared to the about 10% when I started using it.  Don't take my word for it, go to Techcrunch or Mashable and see what they have to say.

One great benefit to Firefox is the ability to drag and drop a bookmarklet to make your blogging or use of many social media sites easier and faster.  Some of my favorite bookmarklets are from Typepad, Evernote, Tbuzz and Bit.ly.

Typepad is the blogging platform I prefer.  Evernote is a wonderful site for bookmarking web pages into notes, and otherwise organizing any note for any type of endeavor, and you can carry it all on your iPhone with the free App.  Tbuzz is a site that gives you a shortened url of a page that you can push to Twitter in one click.  Pretty slick.  Bit.ly does the same thing with one or two  more clicks, but also gives you analytics to boot.

Finally, I'm not saying anyone is dumb ... or dumberer.  All of this is easy.

• If you don't like research, assign it to a staff member.
• Back up your assumptions with solid research.
• Build habits that support your social media marketing objectives.

And don't hesitate to drop me a note about what you may like to read about in the future. 

I'll even do the research!

Photo Credit:  Jungleboy

Do You Have a Social Media Callback?

"A girl phoned me the other day and said..... Come on over, there's nobody home.  I went over.  Nobody was home."     Rodney Dangerfield

Rodney was the master of the callback.  What's a callback?  A simple word, phrase, or sound that is clearly identified with you - and only you.  And what was Rodney's callback?   That's right - "I get no respect."  Whenever you hear that, you remember Rodney Dangerfield. 

In the early days of modern marketing a type of callback was created to market a brand. They were called advertising slogans, specifically because it took a lot of advertising to create and support them.  And in the days of mass marketing, slogans were quite effective at building a memorable brand. You may remember a few of them:

• Good to the Last Drop - Maxwell House Coffee
• The Pause that Refreshes - Coke
  
• Just Do It!  - Nike

That era of  marketing is now history.  Those slogans were only memorable as a result of enduring mass marketing campaigns that were costly, and during these challenging economic times, are going to fall on deaf ears.  This is the social media era. Now is the time for authenticity.

Business used to be about companies.  Now its about people.  This means a simple little callback that speaks to who you are, what you do, and who you do it for can be a valuable marketing tool for any business.

This also means entrepreneurs and small business owners like you, who are already close and personal with your customers, are now in the drivers seat.  This is your time.

While a self-deprecating callback may be perfect for a comedian like Rodney Dangerfield, something stronger and more positive is more likely to be effective for your small business.  What are you known for - or want to be? 

You have to understand the needs of your customers to determine that.  What do they really want to know that you can personally deliver on?  You may even consider phrases that we now use that you can make your own.

Like...No worries.

Callbacks work because they spread virally through the social media networks - by real people who happen to be your customers. Try to come up with three words that capture the essence of your business promise.

That's your callback. 

Make it your own.

Before You Drink the Social Media Kool-Aid

Build a Great Bio that is a Clear Statement of Your Purpose:   What You Do, Who You Do it For, and How they  Benefit.

Thanks to people like me who have been pounding the drum, a new segment of marketers are ready to jump head-first into the social media networks.  I encouraged exactly that in my previous post on how to make your blog better.  Shame on me. 

Wait!  Before you jump into this, take a little more time to get clear about what you are trying to accomplish. 

What Not To Do

Today I read a meandering blog post three times just to discern the point of the communication.  Then I searched for quite some time before I could even locate the bio of the author.  It was equally muddy.  

Later in the day I read a Facebook post about social media newbies who were just getting started with this platform by setting up their Facebook fan pages, a practice that any seasoned user will advise you to do after you build your foundation.  That fan page is like a billboard!  Shouldn't you solidify your foundation before you stand on that huge stage?  

Get a Grip on the Essentials

Jack Nicklaus has won more major PGA golf tournaments than any golfer in history.  And during his playing days, he began every season with a session with his coach to examine his grip on the club.  This is his essential leverage point as a golfer.  Your leverage point is your bio.  It is your statement of purpose.

How to Build a Great Bio

First, you have to be able to do it in 20 words or less.  That brevity alone makes a statement about your focus.  If you cannot do that, you will seriously undermine your efforts in this arena of nano-second attention spans.

Here's How:  Pretend you are being interviewed for a television spot.  The announcer is about to introduce you.  She will need to say this in a few seconds.  That means one sentence.  In that sentence she has to capture why you are here.  She has to capture:

1. Who you are
2. What you do
3. Who you do it for

If she cannot do that, 50% of her viewers have already moved on.

My suggestion is to examine the bios of the leaders in your industry, as well as leaders in other industries.  We work on our bios and never stop refining them until we are crystal clear.  So, make your best effort, and then test it with your customers to see if it resonates with them.

How does it sound when you say it out loud?  Give it the elevator test.  Can you imagine strangers asking you ....."ah, really, how do you do that?"  When you have achieved that response, your mission is accomplished.  Congratulations!

To give you an example, here is my television interview scene:  "I have with me Jeff Korhan, a .... new media marketer who works with entrepreneurs to enhance their Web visibility, reputation, and referrals.

That's 15 words.

Now go do yours.

If you care to share yours, leave me a comment.  I'll be happy to help you if I can.  That's what your social media friends are for.  Tap into their experience. 

How To Build a Business Legacy with Your Blog

Make it Simple, Strong, and Social.

Blogging is the most powerful marketing tool available to any business marketer today - without exception.  It is the great equalizer.  Whatever you do well, it amplifies it.   And unlike your other social media networks, you own the content you create.  That is why it is also your legacy. 

You Can Run, But You Cannot Hide

You many have 100,000 followers on Twitter, or a Facebook Fan Page that is electrified with endless conversations.  But that is all transient. The time comes when your prospects want to know the substance that makes your business worthy of their investment.  Your blog is that proof.

When I am out speaking to entrepreneurs, I find many of them are operating very successful businesses.  They are the real deal.  Though many have yet to build an online legacy that illuminates their truth.

Here are my recommendations for building or refining your blog to make it a legacy that matches your business accomplishments.

Make it Simple

Words are powerful.  Images and videos are even more powerful.  Be discerning.   Choose your words carefully.  Keep your videos short.  And use images that capture the essence of your message.  Distill your message down to what will make a difference in the lives of the people in your target market.

Make it Strong

Marketing in all of its forms is about influence.  If your message lacks authority, than so do you - and by inference, so does the business you represent.  When you are blogging, you are standing on a mountaintop. Now say what you have to say as if you had the undivided attention of thousands of people.  Do it well, and someday you will.

Make it Social

Business is no longer about companies.  It is about people.  We are living in a world where superior quality and value are expected.  The differentiating factor is the opportunity to work with someone we can trust.  HOW you convey your message is even more important than the message itself. Make an emotional connection and you will be remembered forever. 

Be strong.  Keep it simple.  And use the power of this social media platform.

A great blog is the marker's marketer.

Photo Credit:  Jerrold

Small Business Trends for 2010 - Part 2 of 3

If you are new here, this is the second post in a series.  Here is the leading post on  Small Business Trends for 2010.

Collaborative Markets

Markets are no longer about selling to buyers, but collaborating with them to develop better and more sustainable solutions. 

Who would have thought that markets would become more about the buyer than the seller?  Well, it's about time, isn't it?  For decades we have been pounding the drum with mantras that are intended to invoke a customer focused marketplace.  But for the most part, it was lip service.  

What is a collaborative market anyway? 

Have you ever traveled to a third world country and engaged with the street vendors?  It's fun, isn't it?  Surely you've been to a flea market.  It's all the same.  Isn't it interesting that in this age of technology we are moving back to when things were simpler? 

Step 1  - Engagement

Street merchants know that they get one shot at your business.  For this reason, if they can get your attention, they will initiate a process of engagement.  Yes, they will gladly haggle over terms, and if they they can, they will customize their product to fit your specific needs.  But the first step is the all-important one.  They need to get your attention and keep you involved.  

You should consider how you do this with your customers.  Most websites are not very engaging.  That is why blogging and social media in general are exploding.  You can engage with tips and advice, by being a friend, or maybe by just being interesting.  You have to decide how this will work best for you and your business.

Step 2  - Understanding

Adapt to the market.  Markets are different from day to day.  The street merchants know this.  Sunny days are vibrant and create a great deal of energy.  And then there are the behaviors of people to consider.  What are the factors in your market?  Some markets expect to have a great deal of involvement while others prefer to rely on your expertise.  It does matter if you are building custom homes or building the concrete foundation for them.  One requires a great deal of collaboration, while the other only demands compliance with accepted specifications.

The point is you need to consider how to achieve the appropriate level of involvement with your market.  The only way to figure this out is to engage with them and do a great deal of listening.  Google Alerts and social media networks like Twitter are ideal for this.  Have a process that keeps you in control at all times while giving your prospects and customers the opportunity for being heard.  That is the nature of this trend.

Step 3 - Responsibility

The reason markets are trending towards collaboration is consumers are more educated and know what they want.  This doesn't mean they know what you know.  You are still the expert, and that means you are ultimately responsible for their satisfaction. That's part of the relationship.

If the product needs to be more costly to guarantee results, then it should.  If you expect the product to require maintenance, then that should be disclosed.  If you can warranty the product for years to come, you should do that too.  Warranties keep you engaged for extended periods.  That's a good thing!

What All of This Means

We are moving into a period where nearly everything matters.  We are entering a period of full-disclosure and authenticity.  You are expected to have done your homework.  You have to stand in the shoes of your customer and know everything that has to be known.  This may seem unreasonable, but it is a sign of the times.

Here are some considerations that are encouraging this trend.  This is what is on the mind of most consumers.  And so it should be a consideration in your process.

• Full-disclosure  - People want to work with people they can trust.
• Risk - The economy has made us risk averse.
• Sustainability -  Everybody hates waste.
• Value - This is another form of sustainability.
• Accountability - The days of fine print are gone. 
• Alliances - Increase your value by integrating it with related products and services.  This shows your customer you unselfishly care about them.
• What's Next - We love surprises, but only if they are the right ones.

Don't stop here.  Make your own list.  And feel free to share it here.

Let's make this a collaboration.  

Photo Credit:  Sarahkim

Getting Comfortable with Authenticity

Show me what you can do?

These words are typical of what you may hear from a coach, your boss, or a prospect and customer.  These words are intended to reveal what makes you worth being a member of a team, a community, or an organization. This is the  foundation that shapes your personal brand.  It is based upon your performance, your reputation, and sometimes a good dose of self-promotion or marketing, which these days is strongly influenced by social media marketing.

Yesterday I gave a presentation on business trends that are being shaped by social media.  Naturally, one of the topics that came up is the increasing visibility that social media is bringing to all of us, whether we pursue that visibility or not. 

The truth is we have very little control over our reputation, other than of course how we play the game.  What's the game? The game is not just your performance on the athletic field, or in your business if you are an entrepreneur, but everything you do in every community that you are a member of. 

Today social media is connecting communities with lighting speed and with great accuracy.  Search engines and recent innovations that include real-time search are indexing everything we do, including where, when, and how we connect with other people.  It's time to get comfortable with that.

You and I have to get comfortable with the fact that our society is evolving into an open book. And there is at least one championship golfer who is painfully aware of this.  What remains to be seen is what can be salvaged of his personal brand.  My belief is the best strategy is to go straight to that inevitable destination that seems to arrive more quickly, and with greater regularity than ever - authenticity.

This past weekend I discovered a discussion string from Facebook that occurred over two years ago.  It was a discussion among my daughter's friends while she was in high school.  Since we share the same last name, it was inevitable that I would discover this discourse involving dozens of students. While the information contained within that stream of comments was innocuous, it was indeed interesting.  Most interesting to me is that Google is cracking through the "great wall of Facebook," and indexing some of that content that gives us clues to character, capabilities, aspirations, and much more.

You may not be a celebrity, or even a Web celebrity, but you are a human being.  And the increasingly humanized Web is eavesdropping on your conversations more than you know.  This is a trend that is sure to gain momentum as the social media networks do what they do best.  Some people fear this, but fear never results in anything positive.  So, you have to get comfortable with this.

The good news is good news travels well.  Some may disagree, but when the day is done, we want to hear the good news. We want to know how you are  helping your communities.  We want to know how your product and service will solve our problems. Human beings naturally seek the high road.  The rest is just noise.

Getting comfortable with the authenticity of this Web is going to change your business and mine for the better. Here's why.

Your customers, your markets, and your communities only want to know one thing: What can you do?

Do that, and do it well, from tee to green, and the social Web will treat you like a champion.

That's the only score we really care about.

Photo Credit:  PocketWiley

Do You Trust Advertising or Friends?

What's the first thing you do when you see an interesting ad?

You call a friend to see if they will validate the product or service.  We have always looked to our friends to get their opinions because we know their frame of reference and we trust them.  With the advent of social media this inquiry is more easily accomplished than ever. 

Why then would anyone consider advertising?  Awareness is what comes to my mind.  Advertising is a suggestion to get or keep the buying process moving.  I seriously doubt in these times it results in a stand alone sale, unless of course the price point is so low that there is very little risk.  Or possibly if the purchase is one where, shall we say, getting a friend's opinion may be a bit awkward!

Our personal experiences and those of our friends are shaping new business models that are sure to include the most valuable advertising there is: the wisdom of friends.  If you are a business owner, you need real friends who can validate the value you bring to the marketplace.  I'm talking real friends here, no t the fake friends that you may be frantically collecting on Twitter. 

A few years ago I spoke to Caterpillar dealers at their Superbowl celebration in Orlando, an experience that I enjoyed immensely.  It is always a pleasure to be with a group of professionals who are genuinely interested in learning. There were dealers from across the country who converged to share best practices and learn how to connect with new markets.  One of those markets being the green industry that I was there to represent with my twenty years of experience. 

As I said, it was several years ago, long before social media had really found its legs.  The news I shared with them was the green industry is a market in excess of 50 billion dollars, yet a very fragmented one.  This is typical of most industries that are dominated by smaller, entrepreneurial businesses. 

If I were speaking to them today, I would strongly encourage strategic marketing initiatives for engaging with those entrepreneurs through the social media networks.  I would suggest a combination of advertising for awareness with a healthy component of engagement to get to know one business owner at at time.

That's how we share information. We all talk.  We trade notes.  And we value each others opinions because we know our friends understand how to get things done in the trenches just as we do.

I don't think advertising is dead by any means.

It just needs to be, hmm..friendlier.

Photo Credit: RoadsidePictures

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

 

Every Great Performance Starts Back Stage

Entrepreneurs and small business owners understand that the product, the performance, the end-game - whatever you wish to call it, requires a well planned back-stage effort. 

This is the one of the greatest challenges with social media marketing.  Before the audience or customer can enjoy the performance, which is the delivery of your product or service, a lot of diverse skills must be organized and properly orchestrated.  This is work, and it is the rare individual who can provide the necessary creative ideas, the technical skills, and a sustained effort to bring everything to its desired completion.  I know I am trying, but I am certainly getting a lot of help from my friends. 

Social media networking and marketing teaches us to build relationships.  It encourages us to make friends.  And the best friends are the ones who can not only help us, but that we can help in return.  That is my simple formula for a great relationship - in life and business.

Today I was not able to apply my creative skills to writing my book because I was busy working on the back-stage publishing details. I started the day as I usually do, getting the shape of my ideas together through my process of thinking, writing, and visualizing, and then meditating on all of that before I get to work.  This consumes the better part of an hour or more of my day, however, it helps me get to plan and shape the day for a great performance. 

As you know, it is tough to get your creative work done if you have a lot of little things to take care of, so that's where I focused my efforts on this eleventh day of my book writing project.  Think about it, how can you go on stage to perform if someone hasn't done a sound check?  You have to sweat the details if you expect to deliver the goods.  This is usually best accomplished as a team, and that is my recommendation.  I'm still building my team, which is 100% outsourced, so I did a lot of that back-stage work today to make tomorrow more productive.

Now, here's the thing - it is possible to take this too far.  As legendary sales trainer and speaker Zig Ziglar has said, "If you wait until all of the lights are green before you head to town, you'll probably never get out of the driveway."  So, clean up the messes that need your attention and get on with it.  Today this involved a conversation with my publisher, which is Booksurge, and another conversation with my friend Chris Heiler, who is also within a whisper of publishing his first book. Chris is approaching his book much differently than I am, yet the sharing of ideas with a trusted friend is indeed a valuable exercise.

The work of developing and sustaining friendships is an investment that takes time.  It is a necessary investment.  If you plan to develop a social media presence that will build and grow your business into a sustainable enterprise, you should give it its due. While I am tempted to look at today as a wasted effort because I only manged to write 500 words, I am now ready for a great performance tomorrow.

Take some time today to be thankful for those friends that help to make your performance great.  This is your back-stage crew.  You can get by with a little help from your friends, but you can accomplish great things if you give them support too.  By my count I had help today from eleven friends.  When I lay it out like that,  I realize today was one hell of a productive day! 

Photo Credit:  Ben Sutherland

Ten - A Big Day for Writing and Marketing

Over the last several months I have been coaching my son for his college entrance exams, packing up the "family truckster" to visit colleges, and generally learning a lot about the top business schools across the United States.

If you have been through this process you can relate to my enthusiasm.  Like so many other things in our society, the college experience has changed dramatically during the last thirty years.  This experience is more than a four-year rite of passage.  The process starts up to two years ahead of that, and I wouldn't be surprised if there is a tail that extends beyond the normal four-year education process.

In many ways, determining where you wish to study, what you plan to study, and where you hope to do that is much like writing a book.  There are many important decisions to be made, preparation is extremely helpful, and the work is never done until you have the prize firmly in your grasp. My son Zak and I are both in the same place with our respective objectives.

Today I wrote about 4,000 words for my book, while also helping Zak move his college acceptance process forward.  After a year visiting many schools in California, and still considering the University of Texas, the quality schools in the Big Ten are well represented on Zak's prioritized list.  I find it interesting that Ohio State and Texas, two of his top choices, are schools with powerhouse football teams.  Being a college football fan, this is totally alright by me!

Since this is Day Ten of my book writing project, I thought I would share something that we have been hearing from these typically big - Big Ten schools - that relates to marketing, and especially social media marketing.  "We are a big university that feels small."  What they mean is there are specialized programs that give students the best of both worlds - the advantages of being both big and small.  Everyone knows they are big schools, but what if you are looking for a smaller school experience?

My observation is they are delivering on this promise.  If you cannot find the major field of study you are looking for at Ohio State, the largest university in the United States, then it probably doesn't exist.  Even then, they will help you create a major just for you.  If you are interested in honors programs or international study, a narrower and more defined experience, no problem.  That is part of the curriculum too.

The marketing lesson here is to acknowledge the obvious characteristics of your brand and capitalize on them, while also addressing the perceived disadvantages.  Perception is a tough thing to change, but the power of social media allows all of us to do that in a short period of time.  You can not only use social media to this effect, but you can take your traditional marketing methods and adapt them to be more personal, and more human, which are characteristics of the evolving and increasingly humanized Web.

My favorite example of this, and one that I have included in my book, is this personalized postcard that my daughter Ali received while she was engaged in this process a couple of years ago. (Note the license plate - click on it to enlarge it.)   She is presently attending Indiana University and having a wonderful experience.  It is indeed a big school, but she has integrated well with her community at the Kelley Business School where she has made many friends, and that gives her that small school feeling.

As an entrepreneur who works primarily with entrepreneurs, I believe this creates one heck of an opportunity for all of us.  You can adapt to market influences, and you can quickly and effectively get your message out to that market.  You just need to think big, or small, creative or practical, green, or however you need to think to capture everything your company has to offer that is not necessarily obvious, yet vitally important to your customers. In most cases, this means taking a very human look at your brand.

Take five - no take 10. New media marketing is on your side.

Yes, I would love to read your comments and will be sure to respond in kind.  While you are at it, feel free to click on the green ShareThis button below to share with your friends.

Writing Project Day 8 - The Trend is Your Friend

When we were younger, many of us wanted to set the trend, now I'm just happy if I can recognize it.  

I borrowed the expression "The Trend is Your Friend" from James Dines, the publisher of a financial newsletter known as the Dinesletter. It is one of, if not the oldest financial newsletter, dating back to 1960.  That alone is one validation, and the other one is that I have done very well from its recommendations.  I should add for safety that I am not a financial expert, so take my comments for what they are and invest at your own risk.

One of Mr Dines premises is that when all others are losing their nerve in the market, just follow the underlying trend and it will protect and support you. 

If the market for a particular commodity is trending upward, then you should not be swayed by those that are selling selling short as a result of fear-based news that does not substantially impact the value of the commodity that supports the equity you are investing in, unless of course management has made some serious errors, which is another matter. The intrinsic value of a commodity is within the trend, not in the erratic behavior of human beings who may make decisions that are not entirely rational. 

This insight fits well with my topic of social media marketing, which is becoming increasingly more humanized, and therefore subject to a number of human influences that are impossible to predict in the short term. That is why I will be addressing how to understand and capitalize on that apparent unpredictability in my book.

Getting to the point, today I completed 4600 words, just shy of another Chapter, which is Chapter 2 of my anticipated 12 Chapter book on social media marketing.  As a result of this, I'm invoking the law of "the trend" to affirm I will be able to sustain this level of performance and complete the first draft in approximately 11 more days. 

My tip for today's accomplishment comes from my wife Leslie, who suggested I need more balance in my life.  "You are always working," she says.  Having announced my goal of completing this project to the blogoshere in an exceedingly tight timeframe, I have to admit I may have been operating under a slightly fear-based mentality.  So, today I allowed time to break up my writing with clients calls, social calls, and even a drive with the top down to enjoy the fresh, autumn air on this balmy Chicago day. It worked!  I'm right on track.

The commodity in my situation is not the gold, or silver, or rare earth metals that Mr Dines is currently recommending, but something very intangible - ideas.  I have to mine those ideas. I know they are there, yet, as with those precious metals, they are also buried beneath a bunch of rubble.  The key is knowing they are there and available to me if I allow them to come to the surface through a sustained, yet, balanced effort.  Keep digging Jeff, the trend is your friend.

Photo Credit:  Kadeeae

Finding the Next Middle - Day 5 of My Book Project

When you are writing a book, one of your greatest challenges is not just writing something that is relevant now, but writing for a period of time in the future.  The tricky part is you don't necessarily want to create the future, you just want to be ready for it when it arrives.  A publisher would put it this way: "We don't publish books for markets that don't exist."

What does this mean to you and me?  Believe it or not, if your book is to be successful, you need competition.  Competition creates awareness.  You don't want to have to create the market for your book.  You want to show up at that marketplace with something that is newer, better, and different from the books that people are already considering.  You just need the right product that is available at the right time.

Finding The Next Middle

The next middle is the pond you are dropping your bait into - your book.  It is where your market will be fishing 3, 6, or even 12 months into the future, depending upon whether you will be self-publishing or using a traditional publisher.  The traditional publishers know that finding the next middle is exceedingly difficult, especially when your book is on a topic that is rapidly evolving, such as social media marketing, which of course is the topic of my book.

BookSurge and CreateSpace are two entities that have recently merged, and will soon operate exclusively under the CreateSpace name.  In all likelihood, this is how I will be publishing my book, because it is a means of getting to that middle before it vanishes.  Another key benefit of working with CreateSpace is it is owned by Amazon.  Selling through Amazon is not necessarily a picnic because they take a big piece of the action.  However, it is still financially more lucrative than going the traditional publishing route where you may completely miss the market.

Keeping The Game Real

There is a downside to getting into bed with Amazon. If you really believe you can be a New York Times bestseller, than you need distribution through Barnes and Noble, which isn't going to happen with this arrangement because the two are rivals. This is a big gamble for nothing more than bragging rights.  Unless you are a celebrity, you are most likely better off to forgo this dream and just put the extra profits into your pocket - and books into the hands of your market - your customers.  

Yes, it really is a game. Who is my market?  How many are they?  Will they be interested in my book as much now as they will a year from now?  My bet is on the short term.  This economy demands solutions now.  If you have a good one, you need to seize the day. If you are an entrepreneur you understand this.  My market is entrepreneurs and small business owners, so my decision is uncomplicated.

The End Around

Entrepreneurs are dreamers, and yes, some of us wonder if we can become the big fish - the solution that everyone is searching for.  No problem, you can always sell out to the major publishers.  Everybody likes a sure thing.  It has happened many times.  The One Minute Manager, The Celestine Prophecy, and  The Fred Factor, which was published by my friend Mark Sanborn, are just a few examples of successful books that were initially self-published.  They were successful enough to attract the attention of traditional publishers who were more than willing to help carry the load. 

When the lifting get too heavy, let someone else lend a hand.  Move on to the next book.  You are an entrepreneur first, and an author second.  Your work is complete.  Now you can just enjoy the ride and get started finding the next middle. It's down that road that is right ahead of you.

Photo Credit:  Aikiway

Book Project Day 4 - Find That Voice

Cheryl Crow wrote that Every Day is a Winding Road.  And that is how my book writing project went today; just as I was getting started I made a U-turn. Something was bothering me about the road I was on.  Either that or maybe I had to see it in a new way.  So, I rewrote my chapter summaries in a new voice, with a little help from a 'new voice.'

The voice I imagined was this.  "Look Jeff, just cut through the noise and show me how to use this social media stuff. No B.S.  Lay it out for me.  I'm a successful businessperson.  I've been around.  I'm street-smart.  I don't need the 'dummies' version.  So, don't talk over me just because I don't understand this technology.  Talk to me."

That's the voice I had in my mind, with a picture to go with it, thanks to an excellent comment on yesterday's post from fellow speaker Gilda Bonnano to use the power of visualization.  What Gilda may not have known is I'm a huge believer in visualization, having suggested it at the close of a recent post on getting the most out of conferences and trade shows.  Nevertheless, we all need a gentle reminder once in a while, and this one was both appreciated, and exactly what was needed.  That voice helped me find the right voice for my writing.

Suddenly, I was in that special place where time stops because you are so jazzed with what you are doing that you are not even aware of it.  I was writing and reorganizing when I excitedly realized, "now I've got this baby in my sights!"  It is still out there, but it's not nearly as distant as it was yesterday.  This can only happen by getting into the hunt, getting into the race, getting into the game.  Whatever metaphor works for you, use it! 

Every day is a winding road, and it leads somewhere, but you aren't going to know where that is if you don't take a good hard look ahead.  This certainly works for writing a book, and it's sound advice for getting traction with your social media efforts too.  Will you be ready when that big whale of a fish jumps out of the social media waters?  (Yes, ha ha, I know a whale is not technically a fish. I'm nutting this out for clarity because a whale looks like a fish!)

Do you have your business in order to handle the work you are trying to get?  What happens if you get that dream inquiry and you are unprepared to respond quickly and professionally?  Then all of this work has just been play time.

Experience matters.  If you don't have enough of it, you still have to at least be ready when it comes your way.  I've said before that social media is a dangerous place to 'fake it till you make it.'  There are a lot of people out there with a lot  of experience that want to know how you can help them.  And they can spot a fake a mile away.  So just do your best, but know that social media a tool like any other that requires learned skills and consistent effort if you plan to get results with it.   

Now go fishing.

Yes, I would love to read your comments and will be sure to respond in kind.  While you are at it, feel free to click on the green ShareThis button below to share with your friends.

Book Project Day 3 - Goals and Intentions

Since social media is about authenticity, I have to come clean.  I've thus far only written the introduction for my book, yet my chapter outline and key points are coming together nicely.  The truth is I had a speaking engagement today and the audience (customers) always come first.  It was a small gathering of like-minded professionals with the Illinois Chapter of the National Speakers Association.  The subject was social media marketing, and the collaborative discussion we had stoked the coals of my mind. 

By my calculation, I'm about 7,000 words behind schedule.  Add another 4,000 words to that for what I had already planned for tomorrow, and I can see I've got my work cut out for me.  For some reason I'm not stressed out because the script for how this film will play out is getting tighter and more clear. In fact, a conversation I had today with my friend and client Dr. Bill Dean has been especially helpful with that. 

While I have been helping Bill to ramp up his social media presence, he is helping me in kind with creative insights from entirely new angles.  That is what I love about social media.  It reflects how things work in this social world we call life.  I suppose before social media we didn't really consider how much we learn from those who are part of our team. 

Bill recently made a post about The Energy Technology of Intention.  He has some fascinating insights about how you can not only improve your health by understanding how the energy of the human species works, but you can also use this knowledge to achieve more in your work.  Great, now we are speaking my language.  It seems it is important to know where I am going with this project, yet also equally important to let go of exactly how I will achieve that goal.  In other words - Chill Jeff! 

So, I will keep an iron hand on the tiller and stay the course with confidence that I can achieve my intended goal,  because now I have science behind me.  That is comforting.  I've always believed that success is a by-product of confidently working your craft.

Tomorrow is a clean slate with no distractions.  At least none that I know of at this time.

I'm predicting big things tomorrow.  And I need sleep.  So, I'm going to turn the page on this day and take my intention to that social network where just about anything is possible.  And when I wake up, I'll type it up.  Yes, I guess intentions do manifest themselves into goals.  I can see it well, and the next steps are right in front of me.

Photo Credit:  Eric Brian Ouano

My Book Writing Project Launch - Know Your Audience and Yourself

How This All Started

My friend and the recognized self-publishing expert Dan Poynter, better known as The Book Guy, is known for saying everyone has a book inside of them.  I know I do, and I'm going to prove it over the next couple of weeks. That's right, weeks.

While I have yet to put pen to paper, in many ways this book has been percolating in my brain for the better part of a year.  If you are a regular reader of this blog,  you know I have been examining perspectives on social media marketing from as many angles as an entrepreneur can have - and there are many, many more to examine, given the millions of entrepreneurs and business owners out there.  I like that! 

Why are We Here?

So, it is that path that I plan to explore.  After speaking to thousands of entrepreneurs from numerous industries over the last couple of years on this topic, I believe I have a good idea what is needed for small business owners like you and me to take full advantage of this revolutionary marketing platform.   Naturally, having been an entrepreneur myself for over the last 20 years, I intend for this book to especially help you get business traction with social media in the simplest way possible.

The true purpose of this series of posts is not to just take you through the process of writing a book, getting it published, and marketing it, but to show you how bringing your audience into your personal world is a humanizing and effective use of social media.  Here's the thing:  since I'm not a social media guru, rather a business owner like you who happens to have a solid understanding of this platform, just following along is a likely way for you to learn from the perspective of another entrepreneur - me. 

I'm a regular guy who is writing for regular guys (and ladies) like you.   Suspend your disbelief and lets take a trip together.  What can you expect to learn:  how to use the power of intention for accomplishing a major milestone,  how to orchestrate a successful marketing campaign using social media, and possibly how traditional marketing methods need to be ruthlessly reexamined if you plan to excel in the new economy?   

Why This Will Work

The first step when undertaking a project like this is to clearly understand who you are so that you can build a system that works for you.  Putting that another way, how do you get your best results?  This is a vital consideration, and exactly why I am taking this particular approach.   

Here's what I know:  I work best under the pressure of peer accountability and short-term deadlines.  How do I know this?  From experience mostly, but there is also another way to gain some insights into your preferred way of getting results.   Take the Kolbe A Profile.  If you need help getting started or interpreting the results, my friend Jason Cupp is a Certified Kolbe Consultant who will gladly help you out. 

Back to the plan.  I will write this book, somewhere around 200 pages, plus or minus, within the next 15 days.  That will be the first draft.  I will share my progress, the thrill of victory, and the lessons learned from the occasional mistakes.  Whatever happens, I can assure you that it will be real.

For clarity, I have not yet written a single word.  I have a title that I am very excited about, especially since I have also managed to secure the matching URL's, but for now I will be keeping it to myself.  The process begins right after I hit the "publish" button on this post. I will write an average of 4,000 - 5,000 words per day to get the first draft done.  Then I have some business responsibilities and holiday travels planned.  After the Thanksgiving holiday I will be on a tear to get this book published in time to offer it up to audiences that I am already scheduled to speak to this winter.  What's possible?  Join me and we'll both find out.

How You Can Work With Me

What interests you about this endeavor?  Let me know by leaving a comment. If you can get involved with me, I have a feeling you'll learn a few things too.  Do you have resources or ideas that have worked for you?  Would you like to write a book some day?  Have you tried and failed.  Have publishers rejected you too?  Let's share everything we've got to help as many as we can.  Tomorrow I'll share some thoughts about publishers and self-publishing. 

Anything else?  Uh, yeah...wish me luck!

Photo Credit:  Libraryman

What is Social Media? It's Inviting

As I polish a few presentations I will be presenting at a conference later this week (see tomorrow's post for new media rules for trade show and conference) --- I once again have to pay respect to that question that will be on the minds of at least 50% of the audience members:  What is social media?

Social media is a unique animal, and that is why some people do not understand it at all, while others misunderstand it, and then proceed to abuse it, to the point where that animal becomes a monster.  In some respects I am an evangelist for social media because I cringe when I see people abusing it.  This is such a great tool for your business if you can learn not to be heavy handed with it.  It isn't a quick fix. And you cannot "game the system" as so many try to do. 

To be effective with social media, a term I am using to be inclusive of blogging, social networking, and all other Web 2.0  interfaces, you have to employ a human touch.  Business relationships have evolved over the years, from the traditional market forces of pure selling and buying, to increasingly more personal relationships that emphasize partnering, and finally to one step further to where we are today - "inviting."

An invitation is how you engage with people on the social networks.  And every day we see an explosion of creativity applied to doing this better.  How about you?  What methods are you using? The abusers are still pounding out their message Internet marketing style in the hopes that some of it will stick.  Good luck with that one.

Try this: Let your friends know they are special?  Recently I had a goof with my LinkedIn account where I lost lost all of my recommendations.  Don't ask me how, but I'll admit it was all my fault!  While LinkedIn allows you to solicit recommendations from up to 200 people at at time, I chose to limit my reach to a select group of friends - and I told them so.  The result was an amazing response of well thought out recommendations that are helpful to me professionally, and maybe more so personally.  That's inviting.  

You have the freedom to set your own guidelines, boundaries, and rules with social media.  You determine how you will live and who you will be sharing that life with.  Your social media domain is your secret club.  Do you want to invite thousands, or just a few. You see, at some point you have to work with these people. 

Do you want to work with good friends or complete strangers.  You can only get to know so many people well.  Today Seth Godin made a comment on his blog about Dunbar's Number of 150.  It fits nicely with this post, which I started writing about two months ago.  Isn't it great when life seems to orchestrate things better than you could have planned?  That too is inviting.   And that my friends, is social media. 

Are you waiting for an invitation?  O.K. then,  yes, of course you can leave a comment. :)  And I'll be sure to respond in kind.  While you are at it, feel free to click on the green ShareThis button below to share with your friends.

Photo Credit: Ewanr