Justin Bieber Is Not Newsworthy: Why Twitter Isn't Relevant Anymore

Justin Bieber has been in a lot of hot water lately, but is the Biebs really considered newsworthy? With everything else happening in this world, our crazy weather, etc., my vote is NO! This New York Times article agrees that Twitter isn't about the most important and relevant news anymore. Justin Bieber is definitely NOT considered relevant (big shocker):

"But by far, the most common refrain was something like this: “Why is this news??”

The simplest answer is that it wasn’t — at least not the most important news happening on that particular day. But Twitter isn’t really about the most important thing anymore — it stopped being about relevancy a long time ago. Twitter seems to have reached a turning point, a phase in which its contributors have stopped trying to make the service as useful as possible for the crowd, and are instead trying to distinguish themselves from one another. It’s less about drifting down the stream, absorbing what you can while you float, and more about trying to make the flashiest raft to float on, gathering fans and accolades as you go."

According to the article, Twitter really isn't about how many followers you have anymore:

"What does matter, however, is how many people notice you, either through retweets, favorites or the holy grail, a retweet by someone extremely well known, like a celebrity. That validation that your contribution is important, interesting or worthy is enough social proof to encourage repetition."

This article makes me wonder what's in store for Twitter's future, and social media in general. Will the "tweeting" novelty eventually wear off for the average social media user? Obviously, tweeting is still going strong. Celebrities are always getting in trouble for posting nasty tweets and "questionable" selfies on their Twitter. Is it all just a big publicity stunt these days, especially for celebs and those in the limelight?

Is Twitter really a popularity contest that feed people's inflated egos, and gives them personal validation through "likes"? My vote is a resounding yes. This applies to Facebook as well. Social media is a valuable marketing tool, in my opinion, but some people view and use social media as their own shallow beauty/popularity contest. And that gets old fast.

Do you use Twitter as a social media marketing platform? Do you think that Twitter has gone down the tubes? 

The Power of Social Media: How Facebook Helped Solve a Crime

I watched a local news segment on Saturday night about a local businesswoman in Sacramento, Calif. who sells hand crafted artisanal ice cream (Popcycle Creamery) and how her custom bike was stolen, despite it being locked up in a secure location. It was disheartening as the bicycle is used as part of her cart/business, and I felt so bad for her (since this is how she generates her income). One of my friends posted on Facebook to keep an eye out for her bike, and even though I don't live in Sacramento anymore I wanted to follow the story and show my support.

There's a happy ending to her story as her bike was recovered yesterday (luckily, with minimal damage and it's still in good shape to ride) - THANKS to the power of social media and local Sacramento law enforcement!

When you start to become frustrated with social media and think it's a waste of time, think again. Because of social media, a crime was solved and this woman can now return to selling her yummy ice cream.

This is from Popcycle Creamery's Facebook page:

"Good morning POP peeps! I just want to send a special thanks to CBS Sacramento and Sacramento Police Department for their vital roles in recovering my POPcycle!

On Sunday afternoon, 2 officers were in the Del Paso Heights neighborhood taking care of business and one of the officers spotted the POPcycle sitting abandoned in an alley. He recognized the bike from the news segment done on Saturday evening. The other officer recognized it from a Facebook post Cross Fit West Sac on Saturday. The power of social media - wowza!

The thief gave her a few bumps and bruises -- they took the pedals, the seat, the lights, cup holder -- but otherwise the POPcycle is in good shape and will be happy to get a little cosmetic make over on these few items. I am just so thankful that the bike itself was not damaged. She will be getting a good bath and should be rolling soon -- for now she is taking a little rest in a secure undisclosed location,

Although the experience of having it stolen was a bummer -- the amount of love, support and sharing of my story has far outweighed the sadness I felt upon discovering my girl was gone. THANK YOU! Keep on pedalin' - never give up!

p.s. for some reason the post won't let me tag CBS, Sac PD or Cross Fit West Sac - you all have ice cream on the house coming at you!" 

Are You Leaving Your Customers & Clients Confused? Tiffany Silverberg Shares the Scoop!

Fellow copywriter Tiffany Silverberg shared a fantastic newsletter this week that tackled one of my favorite subjects: customer service. I've been on a rant lately about quality customer service, and Tiffany's newsletter really hit home for me.

I appreciate Tiffany letting me share her tips with my readers. Remember your clients aren't mind readers. Clear written and verbal communication are a MUST!


Are you "guilty" of treating your customers and clients in the following ways? 

• Do you set aside time each day to return client phone calls and emails? Or do you put it off until the end of the week?
• Do you wait two weeks to get your client a quote when you promised to send it to them within a few days?

In this tenuous economy, it's imperative to give your customers and clients stellar customer service, especially when they bring you repeat business and referrals.

It only takes ONE negative comment about their customer service experience to mess up  your reputation. And who can afford to lose clients (or money) right now?


My favorite tips from Tiffany's newsletter


"How to Catch Them Off Guard...
Do not tell them what you need. Lead them to believe you have all the materials you will need by refusing to send emails or make phone calls. Then just before the deadline, get in touch requesting the information.


How to Lose Them Forever...
Use up any free time they could possibly have with last minute requests and crushing deadlines. Ensure lots of back and forth because you never asked them what they are looking for in your product or service. Give them a final deliverable that you cannot be sure they will appreciate. "

About Tiffany Silverberg 
Tiffany Silverberg is a freelance writer with over five years of experience in media and online writing. Tiffany uses her journalistic background to uncover unique angles and untold stories from her clients. She helps them present themselves and their products with freshness and excitement. Although her affair started far earlier, Tiffany formalized her love for words while studying linguistics at the University of California Berkeley. There, she gained critical research skills and trifling word trivia – an impassioned, invaluable combination for anyone who needs their story told.

Why Book Videos Are Making A Splash Online - Interview With The Glossary's Jeremy Dunning

This week I interviewed The Glossary's Jeremy Dunning, New Media Coordinator.

The Glossary is a Los Angeles-based company that designs and creates promotional book "video excerpts". Sending BIG THANKS to Jeremy for taking time out of his busy schedule to answer my questions. He shares and explains why book videos are the hottest promotion for authors right now.

The Glossary has graciously offered a 10% discount off their services to my blog readers so just contact Jeremy and mention you read his interview on my blog, and he can help you! Contact information: Jeremy Dunning, jeremy@theglossary.com

 

1. Please explain why video marketing is important to authors and why they should invest in video - especially for self-published authors who don't have an online presence and are starting from scratch?

Video is the most shared form of media on the internet and to understand its success, you need only look at how YouTube has become such a successful brand in just a few short years.  People like to watch videos, and more importantly, they like to share them.

Not only is video an effective way to entice prospective readers, it’s also the most social-media-friendly form of marketing available.  By using video, instead of just a text synopsis or blurb, you’re greatly increasing your chances that your book’s video will be shared with the people they know. In order to encourage readers to spread the word about your book, they need a form of media worth sharing.

Even starting from scratch, a great video can serve as the foundation of a successful web presence.  It’s the hook, the thing that’s going to get people to look for you elsewhere and hopefully buy your book. 

 

2. What are some of the innovative ways authors can use book videos as part of their internet marketing campaigns?

Your typical online distribution campaign is generally based around sharing the video on sites like YouTube, Twitter, Facebook, and hopefully catching the attention of lit-savvy blogs. But with each of these distribution channels, you’re competing not only with other book videos, but movie trailers, home videos, and funny cats.  

In addition to sharing on traditional platforms, creating a unique home for your video is a great way to set yourself apart. By giving each video it’s own website and URL, it becomes a destination that is easily shared with friends, family, and prospective readers without having to share its space with other content competing for the viewer’s attention. From these “splash pages” readers can view and share your video as well as find links to where your book is sold online.

But whatever you do, our advice would be to get creative!  Think outside the box of where your video can live on the web and how this can help turn viewers into buyers.

 

3. A lot of companies throw around the word "book trailers" but I noticed you don't use this terminology affiliated with the services your company offers.

We believe that one of the biggest problems with video book marketing is that it rarely celebrates what it’s actually selling--the written word. The Glossary was created largely due to our belief that the publishing industry suffers from a pretty serious identity crisis when it comes to marketing. Trailers are a fundamentally cinematic device. But books aren’t movies, so why are we marketing them as such?

Even when an author or publisher can spend the money on one of these expensive Hollywood-style trailers, they too often ring false. Why? Because they’re not selling you the experience of reading a book, they’re selling you the experience of seeing a movie version of that book.

We wanted to use video to promote books for what they are--books! To that end, we prefer to focus on the author’s own words to create what we call a “video excerpt” which is brought to life using interesting visuals and sound design.

This way, the author gets all the marketing benefits of using video, while still staying true to what they do best--the written word.

4. What advice would you give to authors who are just starting out with their internet marketing?

The internet is a wonderful tool for empowering the individual.  With a little technical know-how and a lot of hard work, you can successfully publish your book without the help of a traditional publisher, marketing company, or agent.  But just because you can, doesn’t mean you should.  

If you don’t have a strong knowledge base in a particular area--be it social media or creating a video--seek out some help.  You can have the next great American novel, but without proper marketing, nobody is ever going to hear about it.  Handle the parts of the process you know and are passionate about and leave the parts you don’t know, or dislike doing, to a professional.

 

5. Do you think we'll see a bigger trend with bestselling authors and book videos in 2012 or is the trend already happening? Are the traditional publishers using book videos more as part of their promotions? Your thoughts?

You can definitely see it trending more and more towards video.  Already, its hard to find a major Young Adult release that doesn’t have a video behind it. But the real question is, will the quality of the video content be able to stand up to the quality of the writing? So far, this hasn’t been the case, but we’re definitely optimistic for the future.

Google+: Will This Shiny New Social Media Wear Off?

Everyone has an opinion about Google+ so I thought I'd take a stab at it. I've used Google+ for over two weeks and am still learning about its bells and whistles. It feels more manageable than Facebook, and I like the Circles concept. Google has hit almost 5 million users, so obviously people are using it.

Ironically, Mark Zuckerberg is the #1 followed person on Google+. I guess he's making Google+ work in his social media favor. But that's not really saying much. It's also available as a Google+ iPhone app...get it while it's hot. Blackberry and Android users can also download the app as well.

What happens when the new social media shine wears off? Will we still, as social media users, swear by Google+ and forget about Facebook and other social networking sites? 

According to this PCMag article by Chloe Albanesius, Facebook and  LinkedIn still take the lead:

Facebook, meanwhile, recently confirmed that it now has 750 million users, but CEO Mark Zuckerberg said the company didn't publicize the milestone because user numbers are not as important as they once were. LinkedIn is also now the second most-popular social-networking service as MySpace continues to decline, TechCrunch reported. 

What do you think of Google+? Will its shiny appeal fade and should Zuckerberg be worried? 

Do You Take Facebook's Like Button Too Far?

Everyone wants to be liked -- it's human nature. However, has the Facebook like button gone too far? I've been guilty of going crazy with the like button. Between my sister's litter of cute kittens and pictures of my equally adorable nieces and nephew, I tend to click away.

However, do we really LIKE what we are liking? Sometimes Facebook reminds me of my high school days. It makes me wonder if we are becoming conformists as a result of Facebook's like button -- and if people harbor a secret desire to be popular. The goal behind social media is for people to follow and like us. But HOW genuine are the people who click on your like buttons? Or do they just like you so you will like them back? Has Facebook turned into one big social networking popularity contest?

Don't get me wrong. I am pleased when my friends and fans like my Wall updates. I'm happy that they are pay attention and actually read my updates. I sometimes wonder if Facebook will take the leap and create a "dislike" button. Although, that might wreak havoc, ruin marriages and hurt feelings (and there is enough drama on Facebook already). Not to mention, Zuckerberg doesn't need more lawsuits on his hands.

Do you think people have gone overboard with the like button? 

Social Media Scandals & Weiner's Infamous Tweet

Social media can be your best friend, but it can also be your worst enemy. I wrote a blog post about how one word can ruin your credibility. In Rep. Weiner's case, it only takes one indiscreet photo.

I won't spend too much time on Rep. Weiner's guilty admission to the scantily-clad tweet he sent. I'll leave that to CNN. It's unfortunate that social media --once again -- has been used for unethical purposes. Charlie Sheen took advantage of Twitter for his own promotional purposes -- where there is celebrity smoke, there is Twitter fire. 

With politicians, scandal will follow at some point (i.e. President Clinton and Monica Lewinski, etc.) - that's a given. However, does social media platforms such as Twitter make it easier for politicians and celebrities to air their 'dirty laundry'? (no pun intended). 

I readily admit that I'm a news junkie and stay on top of late breaking news. After Rep. Weiner's awkward press conference yesterday, it makes me wonder where we are headed with social media. With just one Tweet, you could ruin your future or you could be famous (or both). On a positive note, PR agencies will never go out of business. 

 

 

 

 

 

 

 

 

Word of Mouth Marketing Pays Big For Small Businesses

Word of mouth marketing...what would we do without it? Especially in these tough times as small businesses close their doors, word of mouth marketing pays big for business owners who compete daily for new customers just to stay ahead.

I live in a small town in the foothills of northern California. We have a few "box" stores here, but I try to support my local businesses as much as I can. Word of mouth marketing goes a long way in a small town and it pays (especially if I am your customer!)

My laptop took a nose dive last weekend, and I ended up buying a new laptop with upgraded 2011 technology. I could have easily bought the laptop online or at a box store, but based on 'word of mouth' from my mom (she bought the same laptop from a local computer store) I took my laptop into their store for a repair. First, they didn't charge me an arm and a leg just to look at my computer, and they figured out it was a failing hard drive. There was no hard pressure sales to upgrade my laptop (another plus in their favor), but they were running a sale this month on the exact laptop I wanted to purchase - great timing!

This local store gets an A plus - they understand the importance of word of mouth marketing and they practice what they preach. And my mom's "word" goes a long way since she used to teach college computer classes and has been around computers for a long time. As a result of my mom telling me about her great customer experience with this local computer store, I turned into a new customer who bought a laptop from them. That sale was based strictly on word of mouth marketing. Sure, I know about the store since I've had other family members take their computers there, but my purchasing decision was based on the positive experience my mom had with the store.

I'm not putting down box stores, but I've had less than favorable experiences with the larger corporate chains. If anything, these bigger chains could take a page or two from smaller businesses who know how to effectively market via word of mouth.

As a business owner myself, I am really busy so It's nice to know I can go to a local store if I run into any problems with my laptop. Not to mention, they threw in a discount card for their store.

As a result of my positive experience, I plan to write favorable online reviews about this local computer store to help spread the word. As important as social media marketing is for your small business, don't forget about your customers and word of mouth marketing. Look at your reviews online and remember to thank your customers for favorable reviews (and thank them in person too!) Word of mouth marketing could pay big for you in the near future.

I've been fortunate to receive referrals from past clients and landed new clients in the process. 

What has been your experiences with word of mouth marketing? Did word of mouth help land you new customers? Sales?

Happy 5 Year Anniversary, Twitter!

The world's most popular global social microblogging turned five years old today. Happy Anniversary, Twitter. Were you onboard Twitter (then Twttr) in 2006? It's amazing to think that Twitter is five years old - time flies when you're tweeting away! I'm not sure I remember my first tweet since it's been a few years since I joined Twitter. Like everyone else, I was dumbfounded how it all worked, until I got my feet weet and learned just how fun and useful it was for social networking (and haven't stopped tweeting ever since).

According to Twitter co-founder Jack Dorsey, his first tweet "inviting coworkers" was the first tweet written by a "human." Now six years later we are in the midst of Twitter mania. Based on the stats found on Twitter's blog, they handle an average of 140 million tweets per day. It's mind-boggling to think that when I graduated from college in the mid-90s, that the Internet and email were a new phenomenon. And now social media has literally taken the world by storm.

Remember that your business culture might not be suitable for Twitter - why it's important to track and analyze your tweets to verify that Twitter is an effective social media marketing tool. It doesn't make sense to tweet your time away if you don't see a ROI on  your Twitter marketing.

Do you remember your first tweet, or have you avoided Twitter mania altogether? Don't let Charlie Sheen and his posse scare you away from the benefits of Twitter. If you haven't jumped on the Twitter bandwagon, today might be a good day to start.

 

And the Oscars Goes To...The Best Twitter Coverage

I'm a huge fan of movies and even a bigger fan of the Oscars and Hollywood glam. I love the gowns, the red carpet hoopla and imagine what it would have been like to step back in time when the Hollywood legends like Marilyn Monroe sashayed down the red carpet.

I was tweeting with the best of them yesterday and got caught up in the Oscars social media buzz - who was wearing what and who would take home the Oscars (was pleased to see Natalie Portman and Colin Firth receive their well-deserved accolades!)

Here are some of my personal picks for  'best Twitter' Oscars coverage:

E! - They had quite the buzz going throughout the day with their Twitter coverage. They were hopping! The only suggestion I have is they should have created a Twitter "fashion" contest. I watched the live coverage on TV, and was disappointed that they didn't reach out to their Twitter followers and create a contest for us (like the one they aired during the pre-show) but other than that "miss," I give them a thumbs-up. Their website also did a great job with the latest Oscars scoop. I also like their hosts and was glued to the pre, pre-show and their live tweet streams. 

Mark Ruffalo - I checked out his tweets during the pre-show and browsed his "in the moment" fun photos before he walked the red carpet. Good job, Mr. Ruffalo! (and congrats on being nominated!

James Franco - Lots of kudos from the Twitter-sphere about James Franco and Anne Hathaway who hosted the Oscars. This was my favorite tweet I found that quoted Sandra Bullock: "@JamesFranco, you're the #1 reason moms are late picking up their kids at school, because they're watching you on #GH" That sounds about right! 

My biggest complaint was the usual meanies who felt they needed to take on Joan Rivers' role as "Fashion Police." Their tweets were catty and unnecessary. Some of the gowns were hits and of course, some were misses but that's what the Oscars is all about...and you can't please everyone. My favorite highlight was Billy Crystal's tribute to Bob Hope, thanks for the memories, Billy!

Sending congratulations to the all the winners and to the Best Movie, The King's Speech. 

What was your favorite highlight of the Oscars? Please share! 

 

5 Reasons Why People Drop Like Flies From Your Email List

It's a bad sign when my Blackberry sends me alerts that I'm running low on memory. I can thank my in-box for sucking up space. As a result, I went through my in-box and cleaned out old emails. Not only did I delete emails, but I unsubscribed from email lists that just didn't do it for me anymore. 

As I hit the"unsubscribe" button, I thought about why I wasn't interested in their newsletters (besides taking up space in my in-box). How did these companies lose my interest, and why did I opt-out? As a copywriter, I write email copy on a regular basis for my clients, and I've learned what "not to do" by reviewing these not-so-hot emails that flood my in-box. 

I recently unsubscribed from Copyblogger's list. As a copywriter, I felt like they were missing the mark and their content had fallen flat. It's too bad beause I was a long time fan who enjoyed reading their blog. Be careful what kind of content you include in your emails. You can't please everyone, but the last person you want to turn off or insult is your targeted readers. 

Here are my top 5 reasons why people drop like flies from your email list. When people unsubscribe from your lists, realize that you just lost a potential (or even a regular) client. It might be time to review your email campaign strategy if you are losing subscribers right and left. 

#1 - You bombard people with too much spam disguised as "specials and deals." Emails should contain 95% valuable content and 5% sales pitch. If you bombard people with a spam-a-lanche of sales pitches, you can say good-bye to your subscribers (and you will probably end up in the spam round can - a place you don't want to be).

#2 - You send too many emails per week. This is my biggest pet peeve - when companies inundate me with too many emails in one week. Less is more. If you do send emails on a regular basis, allow subscribers to make that choice when they want to receive your emails (i.e. daily? weekly? monthly? quarterly?)

#3 - Your emails contain irrelevant, useless information that does not help your target market, customers, etc. This is one of the BIGGEST reasons I opt out of email lists. I also can't stand emails that talk down to me, have too much jargon or are filled with so much copy and images that I become dizzy just looking at the email.

#4 - You forgot to include a call to action or you have too many calls to action in one email. What the heck do you want people to do as a result of reading your email? A big email faux pas is including too many calls to action in one email. Don't ask people to call you AND go to your landing page to fill out a form - pick one or the other. When you have too many calls to action in one email, you confuse people and they won't take any action at all. Give them a reason to want to find out more about your products and services.

#5 - Your email copy is boring. When I read emails that sound like a "monotone" sales letter or a PhD dissertation (i.e. lackluster headlines, bunched up, rambling copy lacking bullet points, lists, etc.), those emails are the first ones I delete.

For social media users, ASK people's permission first before you send them your newsletter or include them in an email campaign- this is just professional courtesy. I've received random emails from people that found my email via my social media accounts (those emails immediately went into my spam list). Build viable relationships with your social media connections (LinkedIn, Facebook, Twitter, etc.).

Don't use social media as a platform to advertise or sell - that's not the purpose behind social media. Be considerate and don't spam the heck out of everyone that you meet via social media. Spam and hard sales email blasts are a sure fire way to lose social media followers, and they will put you on their "blocked" lists.

So remember these simple email don'ts  - don't spam or push sales pitches down people's throats. DO share valuable content that will help people - emails are a great way to share your expertise and knowledge but don't use emails as your personal soapbox either. Be creative and fun - include contests and giveaways to attract and retain your email subscribers. Don't be BORING! 

What creative techniques have you used for your email campaigns? How did you build a solid email list? Please share your feedback, tricks and tips! 

Why Non-Profits Need Social Media More Than Ever

As a former non-profit fundraiser, social media was just taking off when I left the non-profit world. Whether large or small, ALL non-profits should be utilizing social media to engage their donors, volunteers and to spread the word about their events, campaigns, etc.  

If you work for a non-profit and haven't jumped on board with social media, you are missing out on potential marketing/branding opportunities. Never before was it THIS easy to create deep, engaging relationships. 

If your CEO or Executive Director still dismisses the power of social media, pass along these tips - they lose out on major opportunities with each passing day they don't incorporate social media marketing strategies into their action plans.

1. Deeply engages your volunteers, donors and sponsors and aligns them with your cause - Social media allows you to share your volunteers' stories in real, authentic ways. Social media isn't about throwing your cause in everyone's cyber face. It's about telling personalized stories that capture people's attention and makes them truly want to invest in your cause. 

2. Allows non-profits to generate and share ideas efficiently which equals high ROI and low cost - Non-profits struggle with expenses (now more than ever), so it makes sense for non-profits to utilize social media to faciliate collaboration. Not only can non-profits collaborate locally/regionally, but social media allows them to spread their message quickly to global audiences. 

3. Promote events and campaigns to large groups of supporters - Facebook pages and Tweetups are great resources to use for events and campaigns. Why spend thousands on direct mailings when you can use social media? 

Non-profit charities such as the American Cancer Society and the American Red Cross already have well-established campaigns on Facebook. They are good examples of non-profits who understand how to use social media effectively to spread their message.  

Whatever your cause, if you don't use social media to spread the "social" word, then you will be left behind with your fundraising and advocacy efforts....which could be a matter of keeping your doors open or closing them. 

How to Syndicate Your Blog with Social Media Tools

 

You just spent hours re-designing your blog. You wrote one of your best posts to date – but that’s it. You didn’t do anything else with your blog. No one on the Internet will know your blog exists unless you actually promote it. What’s the point of having a blog if it floats around in the cyber ethers?

With the many social media plug-ins out there, it is very easy to syndicate your blog – an efficient and cost-effective way to market your blog. I’ve discussed the power of social media automation in my past series, How to Automate Social Media Posts in 5 Easy Steps – and automation also applies to your blog. Why make more work for yourself?

Use these social media tools and your blog will take off in no time:

HootSuite is a web-based social networking application that lets you bring together content from various online sources. Access and manage your Facebook, Twitter, LinkedIn and many other accounts all in one location. You then have the option of manually updating them all, or setting up an auto-update for your social sites.

RSS Graffitiis the easiest way to update your Facebook page. It takes your blog post title, a small sample, and an image from the post and updates your status.

TwitterFeed is one of the most effective way to syndicate your blog. It can update Twitter and Facebook (among a few other social networking sites) and integrates hash tags, keywords and URL shortening services.

Keep in mind that while these are helpful tools for auto-syndication, it is not a good idea to solely rely on them to market your blog. Automated updates, coupled with personalized updates and comments (mention your posts on other blogs, forums, LinkedIn, etc.), are effective channels to create buzz around your blog. Remember to create impactful content that keeps readers coming back for more!  

What other social media tools do you use to market your blog? Please comment/share! 

Social Media & Publicity - 4 Press Release Alternatives

 

Peter Shankman, public relations guru who created HARO, has declared that the press release will be dead in 36 months.  According to former journalist Tom Foremski, a press release is created by a committee, edited by lawyers, and then sent out at great expense to reach the digital and physical trash bins of thousands of journalists.

Foremski goes on to say that press releases often start with a “tremendous amount of top-spin and pat-on-the-back phrases and meaningless quotes.” What’s the point of using a press release if it’s just an outdated piece of fluff?

So going back to what Peter Shankman predicted…is the press release really dead and should we ditch it altogether? With social media, it is not always mandatory to send out a press release. I still write and send out press releases for my clients, but it’s not the ONLY publicity tool I use in my “buzz-icist” arsenal.

Consider using these 4 press release alternatives:

#1 Blogger Briefing – If a social media release is the progression of press releases, then a blogger briefing is the “new” press conference. The concept is simple - when you have news to share, organize a conference call or video meeting with potentially interested bloggers

#2 Social Media Release – This is the most basic and obvious next step in the “evolution” of the press release. There has been hot debate whether social media releases really work, but they are obviously being used for a reason. Think of a social media release as an entirely “virtual” press kit - complete with links, videos, photos, and you can even integrate social media sites. If you are interested in creating social media releases, look into Pitchengine.

#3 Twitter “Chat” Tour – Twitter has an entire chat system with its own schedule filled with diverse topics. A “chat” tour involves making an appearance at different chats to promote news and your business/brand.

#4 Virtual Scavenger Hunt – Everyone has a website these days. An effective way of driving traffic to your site is by offering incentives. Hosting a virtual scavenger hunt on your site is a creative tool to drive visitors to your site. Virtual scavenger hunts also engage your target audience so they dive right into your site’s content.

I tend to agree with Peter Shankman that yes, the press release is on its way out. Social media is slowly replacing the press release with more effective, innovative publicity channels. There will always be the die-hard publicists who will stand by the traditional press release, but just remember you have more alternatives to choose from thanks to social media.

Need more online publicity ideas? Check out these inexpensive PR tools.

LinkedIn Answers - How to Market Without Really Marketing

The theme of my week was "LinkedIn Answers." If you haven't checked out LinkedIn Questions & Answers, you are missing out on potential online marketing opportunities. How can you market your company by answering questions? It's not like you can plug your company when you answer the question.

This week, I answered two questions this that involved non-profits and social media. Non-profit is my background so it's a natural fit. Ironically, one question I answered involved how can non-profits better utilize LinkedIn. As a result, my tips were included  in an About.com article. I also will be quoted in another article about Facebook and social good.

So how did this happen? I shared my expertise by answering questions- that's it!  They asked me if they could use my quote/tips. 

I know what you're thinking: "I don't have the time to answer questions on LinkedIn let alone run to Starbucks to grab a latte" It only took me ten minutes to answer both two questions. Ten minutes that turned into an unexpected online marketing opportunity. I even cross-promoted my friend and mentor, Victoria Ipri's LinkedIn for the Clueless book in my LinkedIn answer. That was a double marketing whammy for us both. 

Here are a few tips to get you started on LinkedIn Answers:

1. Use your expertise to help others. Search for questions in your field of expertise/industry. Pick and choose. Don't answer just any question - stick with your expertise range. For example, I have a background in non-profit fundraising/event planning so I'm more inclined to answer non-profit and event planning questions. I also answer questions about public relations, copywriting, marketing, and social media.

2. Don't shoot off a one sentence answer. That isn't helpful. Offer "real world" examples that people can put to practical use. Include resources in the "Links" section and always extend the offer to help beyond just the question. I've had people follow up with me and ask additional questions. As a result, we added each other to our LinkedIn connections - a fantastic networking opportunity! 

3. Don't just answer questions but ASK questions. You have a plethora of industry experts at your fingertips so don't be afraid to jump in and ask for expert advice/help. Although, don't use it as a platform to get "free" advice 24,7. That's not the point behind LinkedIn Answers. 

4. Review the published answers before you answer the question. Someone might have already beat you to the punch. You don't want to look like a "copycat" and give a similar answer. 

5. If you haven't answered any questions on LinkedIn yet, make it a point to answer at least ONE question per week to get your feet wet. 

If you never thought about using LinkedIn as a potential online marketing channel, you might want to consider adding LinkedIn Answers to your marketing tool belt. It's the best way to market without really marketing - and saves you time since other people market your company/brand for you!

Give it a shot...and please share your success stories with LinkedIn Answers! I'd love to hear about your experiences. 

How to Play Nice on Social Media - Think Before You Post

As I wind down my series, How to Create Your Social Media Calendar, I wanted to share a few tips on how to "play nice" on social media. Sometimes we tend to forget that manners still apply to the Internet, and I think it's important to bring up up this point again. Don't use social media for your persnal "whiner" board. Social media isn't online journaling, and should not be used to to air negative grievances. Who wants to read complaints 24,7?

Before you blast your boss or co-workers on your Facebook, think before you post. Emotions can get the best of us, so take a few moments to calm down, breathe deeply and clear your head. 

Remember the following tips when commenting and posting updates:

1. You could possibly get fired  for what you post on social media accounts - there has been a lot of controversy in the news about this topic. Employees think this violates their freedom of expression but employers think otherwise. Unfortunately, many employees have lost their jobs and have also been sued as a result of what they posted about clients, fellow employees and even bosses. In this turbulent economy, that's the last thing you want to do - to lose your job! If you are a job seeker, be extra careful - your online past could come back to haunt you.

2. If you don't have anything nice to say, don't say anything at all. It's all about playing nice and being courteous to others on social media. Social media isn't about posting rude remarks and comments. People have a tendency to use social media as a smoke screen - because they are hidden, they think it's okay to be rude and mean.  Stay away from posting offensive language - it's not cute and only makes you look ignorant. 

3. Show respect for people's diversity. Remember that social media is a global audience and English could be a second language for some social media users. Derogatory comments about race, religion, culture or sexual orientation  have no place in social media (or offline either).

4. Use common sense. Don't post personal or confidential information about yourself or others. You definitely want to post contact information on your profile, but be cautious when  sharing information about your children, spouses, etc. Sometimes people aren't who they say they are on social media. Never give out your personal financial or bank account information. If someone wants to conduct a transaction with you, make sure it's legitimate and do your homework before buying any product or service via a social media interaction.

5. If you are a disgruntled customer or client, you have every right to post your complaint on social media platforms but don't pick online fights. Constructive criticism goes a long way. Companies want to know what they're doing wrong, and how they can improve (it's all about you - the customer!) Make sure you have all your facts straight before you post "incriminating" evidence about a company. Don't believe every rumor you read on your friend's Facebook wall. Investigate on your own - don't just jump on the negative bandwagon because everyone else doesn't like ABC Company. One false comment based on a rumor could really damage a company's reputation. 

If you can play well with others on social media, you will have a better chance of connecting and making real, authentic social relationships - remember that your future client could be reading your next  tweet. 

How to Automate Social Media Accounts in 5 Easy Steps

In my last  post, I showed you how to plan your social media calendar and mentioned the importance of automating your social media accounts.

Social automation software saves you time so you don't have to log into multiple accounts on a daily basis. The software allows you to log into one software program to manage multiple social media accounts at once - it's that easy!

Here are 5 easy steps to get you started with your social media automation:

1. If you don't have Facebook, Twitter, and LinkedIn accounts, sign up for them first and make sure to fill out your profiles accordingly (include company logos, your photo, etc.) Make sure to create a company Fan page in Facebook. 

2. Choose an easy-to-use automation software such as HootSuite, Postling or choose from this comprehensive list.  Research and reviews about the software before you download it. Check out CNET for more information about the best social automation software out there right now.

3. Choose a social automation software and download the software onto your computer. Make sure the software is a good fit for you and your company - understand how the software works before you download it. 

4. After downloading the software, set up your account and create your profile. Make sure you read through the Help Section so you understand how the technical aspects work. Social automation software is user friendly - if you can navigate through your social media accounts, you will be able to handle automation software. 

5. Be prepared to link your social media accounts' passwords to your automation software - you will need your passwords in order to sync your social media accounts to the automation software.

That's it! Now you don't have any excuses to use social media more efficiently. Social media automation saves you a lot of time and it's easy to log into one program where you can do everything at once - from writing blog posts to creating tweets. The software also allows you to read and reply to followers' comments and posts. 

Now it's time to take all the tips I shared in my series, How to Create Your 2011 Social Media Calendar, and create a winning, strategic social media calendar for 2011. 

Remember...

• Who is/are your target markets?
• What are key milestones/events coming up for your company/business?
• Keep track of your industry's latest trends and news.
• Create a master calendar spreadsheet for your social media updates and blog.
• Be consistent with your social media marketing - don't slack off with your calendar.

And...Use social media automation software and you'll add hours to your busy schedule!

 

 

 

 

How to Plan Social Media Updates

In my last post, I discussed how to plan your blog editorial calendar for the year. Now that you have your blog calendar nailed down, let's examine how to set up your social media updates. I know what you're thinking, "I don't have time to post my updates." Oh yes, you do! With these easy steps below, you don't have any excuses NOT to schedule your posts for the week (or even month, for that matter!)

Before you dive into setting up your updates, keep the following tips in mind for your accounts:

• If you create a custom background in Twitter or Facebook, make sure it looks professional and include  your picture and/or your company brand.
• Even master social media plans and goals can be changed. Evaluate your goals and objectives on a weekly basis. Has anything changed with your company? Do your social media accounts and/or profiles need to be updated as a result of these changes?
• Is your messaging consistent? What could you do better to improve your social media message? Use social media measurement tools to help you research and evaluate if your social media message is working for, not against, you. Here are some helpful apps/widgets.
• Are you tweeting or posting enough? Too little? Too much? Are you receiving positive feedback/comments as a result of your tweets/updates?
• Make sure you create (or update) your LinkedIn profile and include your photo. There are certain marketing strategies when it comes to LinkedIn. Check out Victoria Ipri's LinkedIn for the Clueless - she takes you step-by-step through LinkedIn and teaches you how to build dynamic, optimized profiles. 

How to plan your social media posts:

1. Use a similar calendar like I suggested in how to plan your blog editorial calendar. Include an additional spreadsheet page and name it: "Social Media Updates."

2. Follow the same steps as I outlined in my previous post. Make sure that your content is consistent and pay attention to your company's "milestone" events throughout the year. Highlight key messaging, events, timely industry news, etc. 

3. Automate your social media so you don't have to do all the work. Implement social media automation & project management tools such as HootSuite, TweetDeck or Postling. Check out this comprehensive list of social automation software. 

4. It is important to post/schedule social media updates on a daily basis (for Twitter, LinkedIn and Facebook).  You can automate posts (make sure to include links to stories, websites, etc.) but make sure you don't turn into a "robotic" social media user. Don't just post and never respond to other users' posts. It's important to comment on a regular basis. Be interactive but don't be annoying either. Don't go off on too many random tangents - stay focused with your messages and don't tweet about your kids or dog 24,7 either. 

5. There are different opinions on the best times to post updates. Suggested high-traffic times are: 10 am to 12 pm and retweets between 4pm - 5 pm. These time frames are highly subjective, and may not work for every social media user. It really depends on your traffic and social media measurement. Maybe 8am to 10 am are better times for your target audience. That's why it's important to measure your social media and figure out what time frames are working or not working.

6. Pay attention to the latest news and trends throughout the day. Don't forget to retweet other newsworthy and timely posts, especially when it comes to global news. Remember that social media touches the world so think beyond just your town/city, state and country. 

7. Don't blast updates every two minutes. Spread out your posts every few hours and don't be preachy or annoying with your updates either. It's easy to waste your day on Facebook so remember to spread out your social media usage throughout the day.

8. If you are busy, schedule your social media management into your calendar and do it on a daily basis. Even if you only have ten minutes to spend on your social media each day, stick to that schedule and be consistent. Schedule that time in your calendar and set up alarms/reminders so you don't forget to work on your social media.

9. Don't reinvent the social media wheel. Sync your Facebook, Twitter and LinkedIn accounts together. I will discuss further tips and tricks in my next blog installment - how to sync your Facebook, Twitter and LinkedIn accounts. It doesn't make sense to update each individual account - it's all about automation! 

10. This is my personal pet peeve. Remember your manners! Use Netiquette at all times with social media - if you don't want your mother or boss to read it, then don't post it! The point behind social networking is to lend a hand and to share your expertise in a helpful, supportive way. It's perfectly acceptable to express your opinion in group discussions, but remember to be tactful and respect other people's opinions, cultures and backgrounds. Social media is all about real, authentic connection so don't come across as fake or egotistical. You'll easily lose friends and followers that way! 

Since time is a huge factor when it comes to staying on top of social media, don't miss out on my next post, How to Automate Your Social Media Accounts in 5 Easy Steps

 

 

The Big Digital Picture - How to Create Your 2011 Social Media Calendar

Did everyone survive their first week of 2011? It's been a busy week filled with deadlines and projects. I've jumped into the new year as a super triple tasker. 

I wanted to pass along some helpful tips to get you motivated and help steer you in the right direction with your social media calendar for 2011.

Stay tuned! I will be sharing a series of posts in the upcoming weeks about how to really hone into your social media messaging and how to create an actual social media calendar that you can stick with this year!  

Have you thought about your actual social media messaging for this year? The biggest mistake companies and solopreneurs make with their social media is that they jump full-steam ahead into social media WITHOUT having a plan or an editorial calendar.

BEFORE you start tweeting and adding Facebook friends, back up that social media trainand think "big picture" with your social media messaging. You need ideas and topics, before you can even begin updating and posting. 

Start with a few basic questions. If you don't have time to create a full-blown social media marketing plan right now, I suggest you ask yourself these FOUR IMPORTANT questions: 

1. WHO do you want to reach? Target markets/audiences? 

2. WHAT are your targeted audiences/markets biggest problems/issues? 

3. HOW are you going to solve your above target markets/audiences problems in 2011? 

4. WHAT ACTION do you want your targeted audiences to take? Think measurable and bottom-line!

Take that BIG PICTURE focus and then narrow your focus even further.  What BIG "newsworthy" EVENTS are coming up for your business in the next three to six months? Break these events down on a monthly basis: 

• Do you plan to launch new products or services? 
• Do you plan to restructure or rebrand your company? Layoffs? New hires?
• What hot trends are happening in your industry? Keep up-to-date with the latest industry news and information!
• Are there big changes (new laws, economy, etc.) on the horizon for your industry that could affect how you do business?

Then you need to delve even deeper. What should you be thinking about/doing on a daily basis that will help plan your social media calendar?

• What do you read? Newspapers, books, online ezines, etc.?
• What are you main sources for industry information? Newsletters, trade journals, blogs, etc.?
• How and where are you researching your targeted audiences likes/dislikes, issues, etc? Find out where your audiences/target markets hang out (online, that is!) 
• Who is saying what? What are your industry leaders, company executives, decision makers, etc. saying that is worth passing along?
• What expertise or valuable resources do you have at your fingertips that you can effectively use to stimulate social media conversations and genuine interaction? 

The purpose behind your social media message is NOT to shove the latest and greatest product or service down your audience's cyber throats. It's all about engaging people in real, authentic online conversations. Don't be a fake. Offer real help and expertise and always be courteous via social media - Netiquette rules to live by in 2011.

Instead of blasting out what you had for dinner last night and how Dan was the best dancer at your holiday party, think strategically and research before you plan your social media calendar. There are plenty of online resources available at your fingertips AND remember you do NOT have to reinvent the wheel when it comes to your content.  

Another helpful tip: use a spreadsheet document on your computer  or mobile device so you can actually create a running list of topics and ideas for your social media messaging, blogs, etc.

Hope these tips nudge you in the right social media calendar direction! Start off your 2011 on the right foot by planning and creating your social media calendar NOW! 

Stay tuned for Part Two: How to Create Your 2011 Social Media Calendar... 

How to Plan Your Blog Editorial Calendar for the ENTIRE YEAR!

 

What Does Our Social Media Future Look Like?

Happy New Year! Hope everyone had a happy, healthy and safe holiday season.

Where is our social media future headed? The following Microsoft video dates back from 2009 but its impact still hits home as we begin 2011.  The video features what our technology future looks like in 2019 - which is just eight years away. 

This Microsoft video made me think about where our social media future is headed - what trends will we see in 2011 and beyond?

Here are some trends to watch for this year:

• Location-based marketing: Service-based companies such as restaurants, hotels, and retailers will see a huge spurt as people feel more comfortable using FourSquare and other location-based apps.
• Mobile marketing campaigns: Text campaigns for mobile users will explode this year. Small business owners will take advantage of this affordable mobile marketing. A great way to connect easily and quickly with customers!
• Cause social marketing & tweet-a-thons: Charities and non-profits will jump on board and utilize Twitter to mobilize their online fundraising campaigns. This is great for promoting causes and building relationships with online donors - the future of non-profit fundraising! 
• More review sites: We'll see an influx of consumer-review sites - an effective way to track your online reputation, and allows you to pay attention to what customers and clients say about your company brand.
• Plug-ins and more plug-ins: Plug-ins will skyrocket and hundreds more will surface each month to make our social networking easier and more efficient.

I can't even BEGIN to fathom what social media will look like in 2019. Or will something bigger and better come along to blow social media out of the water?

Where do you think social media is headed? What are your predictions for 2019?