Category Archives: Social Media

March 25, 2013 · 6:44 pm

What’s Your Digital IQ?

????????????????????????????????????????????????????????????????????Just taking a moment to put a thought out there to mull — so you don’t spend all your time wishing the snow would go away…  :)

With millions blogs out there, sometimes it feels like all Social Media blogs are  just talking to each other or preaching to the choir, as they say.  But we’re not.  We’re advising businesses/brands about how to reach and create relationships with their target audiences.  And some of that is very easy, especially if you have a younger target demographic that eats, sleeps and basically can’t eat because they’re busy using all things digital.

What happens when they’re not that digitally savvy?  Yes, there’s a rapidly expanding audience of women – in particular – who are quite active emailing, surfing the internet, texting their children and using Facebook and more.  We’re also doing more and more digital check-ups to see the IQ of our brand sites.   but do we know our target’s digital IQ?

I ask that, as earlier this month I started another blog to play to my foodie passions:  Wisconsin Bites.  And, I’m finding that many people who want to follow it — or do follow — aren’t quite sure of what they’re doing.  Or are very adept digitally, but are not educated in digital terminology; therefore are worried they haven’t something right.

Maybe it’s time to either test the digital acumen of brand followers or help them out and drop a few educational breadcrumbs along the way.

Just a thought…

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February 17, 2012 · 3:29 pm

1 Way Small Business Can Easily Harness Social Media Power

The NFL and United Way have nailed it.  The theory is simple:  college students + smart phones + computers = brand connectivity to its target audience.

Mashable shared that the United Way is looking for social media interns to promote the philanthropic efforts of the 32 teams.  Actually, the interns will be called player promoters, not interns, as a perk.  They will be assigned a player — each who has his own social media following.  The interns are going to be responsible for creating social media strategies to reach the NFL player’s audiences.  These are unpaid positions, by the way.

The NFL knows what it’s doing.  It has more than 4.6 million people are NFL Facebook fans.  And they have 2.8 million followers on Twitter.  [Check out the complete story:  http://mashable.com/2012/02/16/nfl-social-media-player-promoter/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+Mashable+%28Mashable%29].

There’s a big lesson to be learned here for small businesses just wading into social media.  Many smaller to mid-size corporations feel they don’t have the manpower or budget to delve into the social media world.  Some even feel they don’t know how to manage the technical side of social media.  Well, there is a gold mine of knowledge — and hunger for a job in this economy — at your neighborhood college.  

Develop your goals and social media path, then tap a few college students to be interns to carry it out for you.  You’ll find that they are quick, have great ideas and can create other opportunities for your brand.

And no, you don’t have an NFL team or player to attract a student to work for you.  But you have plenty to offer — whether it’s experience or a paycheck or just a chance to work with your brand.

 


 

 

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January 6, 2012 · 6:45 pm

Virtually There For Jabby

Every day I hear businesses question the power of Social Media and worry about what it can really do for ROI.

Well, I’m putting business aside today to talk about what Social Media can do for morale.  For hope.  For love of a friend.  For compassion from a stranger.

If you have not read or seen the story of Jack Jablonski, a 16-year-0ld sophomore at Benilde-St. Margaret’s High School in the Twin Cities — he was tragically hurt in a HS hockey game last Friday.  After surgery this week, the doctors have said he has some movement in his right shoulder and bicep, but due to a spinal cord injury the rest of his body remains paralyzed.  There is some hope that he will be able to feed himself and drive a wheel chair.   See the full story:  http://www.huffingtonpost.com/2012/01/05/jack-jablonski-paralyzed-hockey-high-school-injury_n_1187684.html?ref=sports

While Jack (aka Jabby)  and his family — Mom Leslie, Dad Mike, brother Max — rally by his side, it seems his teammates,  classmates, the Twin Cities, Minnesota, the Midwest and the U.S. are trying to rally their spirits.   

Via Social Media friends, family, strangers have been able to send their best wishes, hopes, prayers to the Jablonskis.  Jack went from a few hundred friends on Facebook to 5002 (as of this writing).  There’s been 240,304 visits to CaringBridge.com to wish him well.  #jabs has trended on Twitter.  The Minnesota Wild even have a ticker item on their site – just click on  Jablonski.

His friends started a groundswell of hope that has been passed on.  High Schools around the Midwest have worn white for Jack.  Hockey families everywhere — who I’m sure know it could just have easily happened to them — have rallied and sent prayers, best wishes and contributions.  At a time in the U.S. where folks have been out of jobs or unsure of their future — complete strangers have shown that compassion and humanity still abound.  

The Wells Fargo Bank has even started a Jack Jablonski Fund (8200 Golden Valley Road, Golden Valley, MN  55427 – if you’re interested).

For those who want to reach out and offer support at a time when it’s clear there’s not a lot you can do, at least Social Media (driven by Jack’s friends), shows the Jablonski family they are not alone.

Since the Jablonski’s are my friends, it’s nice to know that there’s a ray of light in this tragedy from the compassion and support of friends and complete strangers.  And, while they face everything that will come with  Jack’s new life and theirs — may this outpouring buoy their spirits and hopes.  We’re with you, Jack!

PS:  A website is now up and running for donations:  www.jabby13.com.  Thanks.

PSS:  Some great news this weekend!  http://kaaltv.com/article/stories/s2443321.shtml

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November 22, 2011 · 6:36 pm

3 Ways Small Business Can Put Their Toes in Social Media Water

I just read the Ragan Report’s article about small business and Social Media.  There’s nothing new in it.  It’s just confirming the fact that small businesses are choosing not to partake in Social Media.  In fact, the article (http://www.ragan.com/Main/Articles/43986.aspx) says 67 percent say they won’t partake in Social Media in 2012 either!

That’s just sad to me, since many small companies have made it big by using nothing but Social Media.

Here’s three ways you can take the leap:

1.  Dedicate 2 hours per day to Social Media for a month.  Those can be your hours or an employee’s or those of everyone you have on your team.  Use that time to analyze and set up what your business needs to get into Social Media.  You could have a Facebook page done.  You could conduct a tweeting campaign.  Or an email campaign or many other options.  All doable.  All measurable.  When you see the success, you may find it’s worth it to dedicate someone’s time to this.

2.  Hire a Social Media expert for three months as a test.  You say you don’t know enough about Social Media to handle no.# 1  and don’t want to become an expert?  That’s fine.  Focus where you should.  But hire someone who can help you set up a plan for your business.  And provide that expert with the content s/he needs to truly get your company noticed.  That may mean you merely have to provide photos, email addresses of your patrons, friends, family, and other information.  Set goals with the expert and see what happens.

3.  Learn more about Social/Media to understand what opportunities you’re missing.  Attend the Small Business Success Summit in February 2012 that will focus on online opportunities (http://www.socialmediaexaminer.com/smallbiz12/).  It’s all online and spread out over a month – so your time won’t be monopolized.

C’mon, put your toe in the water.  You may find amazing results.    Better you, than your competition!  

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September 8, 2011 · 3:06 am

It’s Not Only What You Do, It’s What Medium You Use

Here’s a great crisis PR story where resolution lies in Social Media.    

The medium selected for the solution was brilliant.  And timely.

What medium would you use now?

Check it out and keep it to refer to:  http://mashable.com/2011/09/01/toyota-digg-recalls/

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August 25, 2011 · 5:14 pm

3 Don’ts to Use as a Checklist at Your Next Social Media Meeting

What’s the old speech maxim?  Tell them what you’re going to tell them; tell them; tell them what you just told them.

I guess the same should be said about Social Media counsel, because there seems to be a need for a lot of reinforcement.

I’ve come to that conclusion because some Social Media  meetings seem to be like deja vu when it comes to plans for action.  Here are three mistakes that happen so often, you should come up with a list of don’ts and make sure you follow them:

1.  Don’t  say” Let’s Tweet It”!  Or “Let’s Put It on Facebook!” without a plan

The common answer to working with Social Media seems to be to tweet or post about the opportunity or problem without an objective or strategy.  Just willy-nilly comments without thought to how it fits into your brand’s image or goals.  The next time you get the urge to say that, stop.  Instead stand back and ask:  do we have a proper Social Media strategy?  Does this idea fit into it?  Then go from there.

2.  Don’t kick off a Social Media plan without measurement goal(s)

Today I read at least 3 articles about how brands don’t have any idea how to analyze or measure what they’re doing with Social Media.  But they promise to start figuring it out.  So, start right now.  Some first attempts at measurement can be simple.  Or there are analysis companies to tap.  Look into it.

3.  Don’t let the 24/7 nature of  Social Media commandeer your day OR limit your ideas.

It’s a huge temptation to check in and stay tuned to everything happening on the Web.   Thus many Social Media ideas stop when someone at the decision table decides this effort will become overwhelming.  It doesn’t have to be.  You can set aside a couple times of day for monitoring, or you can assign monitoring to someone else (who can be equally as efficient in checking only a certain number of times per day).   You can be effective with your efforts and your time.

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August 15, 2011 · 10:08 pm

Three Reasons PR Folk Should Embrace Change, Not Ignore It

I was lucky enough to have vacation last week — 7 days devoted to relaxation, good weather and a lake.  Ah…

While enjoying the area, a shopkeeper had Robert C. Gallagher’s quote on a blackboard:  ”Change is inevitable — except from a vending machine.”  Which made me chuckle and shake my head at the same time.  People keep fighting change.  And those who refuse to roll with change — especially those in PR or Social Media — are sadly left behind.  Or worse yet, are pummeled by media or the stock market.

If you are quaking in the face of change, here are three reasons to keep up:

1.  Changing How or Where You Communicate can Quiet (or Empower) the Masses.  

Since Wisconsin appeared to be Libya this year with daily protests at the state capitol, many PR folk and lobbyists had opinions of how to quiet the madness.  However, many resorted to old methods, similar to old-boy-networking.  Instead, they should have been talking to the folks who were talking — the masses on Facebook starting recalls.  Had these PR folk and politicians been proactive by talking to the communities already in existence, there might have been peace in the land and votes in pockets.

2.  If You Don’t Jump on the Social Media Wagon, You Could Be Left Behind.

I still hear small business owners lamenting that they are too afraid to spend some money and use Social Media in their marketing mix.  At this point, it’s a little too late to be worried about using Social Media.  Instead they should be worried about not using Social Media.  Sooner or later, all your competitors will be using it — forcing your hand.  Don’t spend time worrying about it.  Instead spend that time being creative with your use of it.

3.  Consumers and Media Expect Transparency — Talk with Them.  Silence Can Hurt a Brand.

The best example of this is unfolding now — with the July 31 New York Magazine article about Martha Stewart and her empire.  She and/or her PR reps chose not to participate in this story about her.  That decision cost Stewart all control over the story’s content.  And, quite possibly, cost her control of her current stock price.    Silence is not golden.  A healthy dialogue is.  Check out the story and analysis of the handling of it:  http://www.linkedin.com/news?actionBar=&articleID=688583884&ids=0NcjcVdPwTe3oId3wUcPwRe3wSb3ANd38UdzwUdyMRdPkVcPsTe3oIcjcRd38Nc3AS&aag=true&freq=weekly&trk=eml-tod-b-ttle-98

 

 

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July 27, 2011 · 4:18 pm

Social Network Access at Work: Makes You a Better Employee

Disconnected

Many people I know do not have social network access where they work.  Their employers have cut them off for fear of wasted time and a decline in productivity.  Sure, there’s always a few out there to to ruin it for everyone.  But employers should think twice, since social networking can actually make you a better employee.  The more aware and connected you are — the higher the chance you can offer more — ideas, contacts and more —  to your company.

Read this article:  http://www.ragan.com/Main/Articles/43360.aspx.  Then visit your supervisor and ask to get reconnected!

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June 6, 2011 · 2:36 pm

Three Things To Remember When Hiring Social Media Experts

So you want to hire a social media expert?

The topic can be very misunderstood and somewhat controversial – for a number of reasons.  Some businesses believe a social media expert is somewhat like a god.  Supposedly the experts know a world that they don’t  or don’t have time to know.  Which could be true.  But the social media world is a microcosm of the bigger marketing world.

Some online influencers (bloggers) think the term social media expert is laughable.   There’s not a lot of trust that the experts really are experts.  But there are really good ones.

The reality is that before you hire an expert, you have to know what you’re hiring him or her for:

1.  It’s all about marketing.  You’re not hiring a social media expert to come up with your brand’s positioning and strategy — you’re hiring the expert to help you deliver your messages and consumer conversations to stay on strategy.  If you want to think your Social Media expert is a god or goddess — fine.  But s/he is the god or goddess of delivery tools, not your marketing and communications plans.  Your god or goddess can play an important role in your strategy and program development, even be the driver at times — but s/he’s not your marketing VP.

2.  It’s not social media v. traditional media.  You have to remember — it’s all media.  And whether traditional or social, each  is a tool or path to reach your target consumer.  Both traditional media and social media exist.  And most consumers read / watch both.   You need someone who works with you to determine the best mix.

3.  Social media doesn’t work in a vacuum.  Following the theory of No. 1 and 2, keep in mind that social media does not work alone.  You may have a great Facebook page, but you need to be talking about it — whether that’s through media, events, advertising, etc. —  in many places to entice consumers to visit.  Creating a push-pull of both traditional and social media  is the best way to gain more chatter about your brand.  Sometimes a story in The New York Times will push bloggers to write about your brand.  Some times bloggers talking about your product will prompt The New York Times to pay attention.

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May 27, 2011 · 11:05 pm

What Social Media Tool Do You Want Next?

As we head into Memorial Day, it makes me think of how Social Media has changed our lives.   Even war has changed because of Social Media.  Gone are the days of Saving Private Ryan where sons were not heard from; letters taking months to get from a war zone to the States.  Instead military personnel email as much as possible and Skype their spouses and families on a regular basis.  And we’re all thankful for that.

Despite the complaint we’re on computers and phones too much, we seem to be better at staying in touch, sharing “life’s moments.”  And our world has gotten smaller.  Those who’ve moved across the globe are regularly in our homes (or cars or offices) via the Internet.

Social Media tools have allowed us to buy gifts at 3 a.m.; read a favorite publication for free (or almost free); share photos and videos of family milestones; sell our old crap for as many dollars as we can get; rant and rave about a bad day, Congressman or boss; and check in at places and never miss connecting with a friend there again.  That’s only a half dozen benefits.

If you could come up with software or a new app — what would it do?

Besides give you 3-day weekends more often?  :)

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