In addition to discussing the who, what, when and how’s of social media, I’m happy to be making a presentation soon at the Winter Meeting of the Mass Flower Growers Association. This is a gathering of independent retail garden center and farmstand owners from across the state and I am speaking in a program that covers topics from greenhouse energy conservation and pest control, to fast-track retail marketing planning and, yes, websites and Internet marketing.
As the Internet becomes a more mature marketing medium, it’s important — I think — for business people to understand that just having a website is not Internet marketing. Even the greatest website in the world, with killer functionality and flawless search engine appeal, will not reach everyone in your target market. Nor will it be able to drive people into your business all on its own.
Digital marketing is just another tool in your overall marketing plan. A website can absolutely make everything else work harder, more effectively and produce measurable results. IF it’s partnered with traditional marketing and public relations efforts. No media will succeed on its own. But just about any will work better and more efficiently if its part of an overall marketing strategy.
For someone who believes that there is no such animal as an “expert” on social media, I seem to be doing a lot of talking about it…in public. I had the pleasure of discussing the ups and downs of social media with the members of the Bristol County Estate Planners Association recently at their monthly meeting. Everyone was friendly, interested and great about sharing their views about social media (LinkedIn – yes. Facebook – no.) and shared lots of their experiences, as well as their hopes about how to apply the reach and speed of social media tools to their businesses communications. As a big fan of LinkedIn for the business professional, I hope to see this great organization jumping into the social media pool and using the groups and other communities to reach out to each other and potential members.
Also addressed the Southeastern Mass Human Resources Council about the “light” side of social media, vs the “dark” side…(Star Wars reference alert). So many of these very nice, very people-oriented professionals knew and feared the dark side of social media outlets such as Facebook, MySpace, Twitter, etc. The horror stories of posting bad boss complaints, uploading inappropriate photos, griping about the company via Facebook are well known. And, unfortunately I think, becoming the best known thing about the new media to business people. After presenting my view of the light side of the social media force (LinkedIn Groups for networking, Twitter for following relevant conversations based on the keywords you choose, etc.) I like to think a few of these human resources folks will reach out and connect with the online community of their choice.
I’m no expert at this ever-evolving means of communication, but I am always interested in learning more about it and helping people to connect.
Well, 2009 is coming to a close and I don’t think I’m alone when I say “good riddance!” The entire first decade of 2.0 has been pretty tough from every point of view: economic, political, world policy, global health, etc.
As we prepare to enter the next decade, I wish everyone a healthy, safe and comfortable new year. If we can be safe, healthy and comfortable (and that can mean financially, socially, emotionally…mentally) then I think we’ll be off to a good start.
Take care of each other….
See ya in 2010.
With supplies of H1N1 vaccine finally becoming available across the country, its interesting to note the landslide effect of the media marketing of H1N1 over the past several months. It’s no secret that the sales of Clorox bleach and alcohol-based hand-santizers have seen double-digit growth. And one can only assume that sales of face masks and surgical-style gloves are also seeing unprecedented increases.
For a virus that many healthcare experts are now saying will be a minor illness over within 7 to 10 days for the vast majority of young people, H1N1 has enjoyed incredible publicity – viral marketing at its best, or worse, depending upon your POV.
So, what marketing lessons can we take away from this sick media blitz? That’s its important to establish experts as soon as possible within any crisis – whether it’s a national health alert or a problem at a shopping mall. Make consistent and persistent efforts to reach the news media (whether local, regional or national) with the most up-to-date facts. Address rumors and false information as soon as it happens…and keep deflating those false rumors throughout the run of the crisis.
And make your expert or spokesperson (one who’s trained on the facts and knows the talking points) very, very available to the media.
If real experts are not forthcoming – rumor will step into the vacuum and the media will take whatever information it can get and run with it.
Being risk adverse or a social-media wallflower is no excuse not to start getting involved in the “new” media. I recently gave a presentation to a the SouthCoast Human Resources Association about how HR pros can and need to get involved in such outlets as LinkedIn and Twitter. There are so many ways to get involved without jumping in with both feet…For instance, monitoring other people’s tweets via www.monitter.com allows you to put in keywords to monitor what people are tweeting about in your industry without having to take part yourself. Other free monitoring sites like www.Tweetdeck.com monitors both Facebook and Twitter via keywords you chose. www.Backtype.com allows you to view online conversations in real time.
Once you start getting a feel for the social media community, join one and take part in a conversation that interests you or that you can offer some insights about. Becoming an online expert resource is a great way to build your professional profile, on- and off-line.
Truth is, online communities are a lot like old-chool businesscard networking, but without the glad-handing and cocktails. Sure, making business connections in a social media venue can make you feel a little awkward at first…I compare it to seeing your pastor having a beer…but the rewards can definitely be worth it.
I remain a little skeptical about business applications for Facebook aside from retail businesses and youth-targeted media, but even on business focused sites like LinkedIn, its a good idea to share a little bit a personal info. Avoid politics and religion, but mentioning a hobby like skiing or horses can go a long way to putting a human face on your company…and your resume.
We’ve always been proud of our staff’s commitment to providing marketing services to the many nonprofit organizations in the SouthCoast. Our art director, Susan Gilmore, has designed many of the eye-catching invitations, event logos, posters, brochures and annual reports that you’ve seen from the Community Foundation of Southeastern Massachusetts,
Invitation for the Community Foundation of Southeastern Mass
the Buttonwood Park Zoo, Downtown New Bedford, Inc., and the YWCA Southeastern Massachusetts, to name a few. A well-respected fine artist, Susan’s work is shown at galleries around the region and has been added to the Meditech SouthCoast corporate art collection. She is one of only 50 artists whose work is included in the Meditech collection, and you can check it out, — along with some 400 works of art at the AHA! annual FUNdraiser, The Creatives Party, September 26. Indulge in wine, hors d’oeuvres and enjoy this unique opportunity to view Meditech’s outstanding corporate art collection – while supporting a much-needed SouthCoast resource. Go to www.ahanewbedford.org to learn more.
When trying to decide whether or not a Facebook page is right for your business, you should consider the following:
Your target audience – your Facebook page should be written to target the right people – your target market. There are almost 50 million Facebook users on the web, and well over half of them are between 18-34. And the 35-54 group is growing at a really rapid rate.
Facebook is not an Internet billboard – Facebook pages aren’t online ad space – it won’t generate more traffic to your website or sell your business. It is a great tool for building and enhancing your brand identity. A way to tell your target audience more about your people, your history, your mission and values as a company. Facebook is a great tool to supplement a nonprofit organization’s other outreach efforts. Farmstands and other local grown groups can use Facebook to connect with people looking to eat and buy locally.
Content - Facebook, like all social networking, is about creating and building a customer community. If you decide to take the plunge, provide relevant content – not press releases and ads – but information that’s engaging and invites interaction through conversations. Candid photos of employees at work, updates on completed or in-process projects, and links to communities or causes on Facebook that your company supports are ideal beginning content.
The YouTube video (complete with added techno soundtrack and goofy visuals) of former Senator Ted Stevens of Alaska trying to explain the nature and function of the Internet speaks volumes about just how hard it is for many of us to truly understand how digital media works – never mind the still-evolving arena of social media.
One of the oldest forms of social media is the blog. With the birth of Twitter, the blog is not going extinct – but it is taking on new characteristics. Blogs are becoming homebase for the other social networking media that businesses are adopting. For instance, Twitter and Facebook are now being aggregated into a company’s blog, alerting followers that a new entry has been posted. At the same time, blogs aren’t about writing a 500 word observation piece anymore. Its more about building a thought-leadership voice that is identifible with your brand. Twitter – cool as it is — just doesn’t provide a communications vehicle that can build and sustain reputation and trust.
Yes, blogging is harder than Twitter - and it includes some “soft costs” like reading, linking, thinking, responding and writing and communicating within the social media framework while showing commitment to the ideas of your organization or brand. But blogging is potentially one of the most powerful tools in the social media tool box – Make it work for you with a little help from your friends at M&I.
Describing the Internet and social media is tough – ask Sen. Ted Stevens
Micro-blogging, the phenom of using 140 characters to answer the question, “What are you doing?” is not just an app for the celebrity-obsessed or teen technophiles. Businesses should consider adding Twitter to their marketing strategy because it allows you to communicate in a casual, conversational way with interested “followers” – those people who choose to receive your tweets.
Your tweets should be considered as content snacks – not entire meals – which is why Twitter can be most effective when used as part of a total marketing strategy and in conjunction with other social media tools. Using a number of social media lets you start a dialogue with people interested in your business and thoughts — which can ultimately help you build relationships. And marketing is about relationships – first, last and always.
Congratulations are in order to the New Bedford Jewish Convalescent Home on a couple of counts. The NBJCH received the highest possible rating in the delivery of quality care following recent reviews by the Mass Dept of Public Health and The Joint Commission on Accreditation of Healthcare Organizations. Quality care by quality people.
Also LPN Debra Lima from the NBJCH was honored with the Excellence in Immunization Award from Masspro at the 14th Annual Adult Immunization Conference, held on May 21 in Worcester, Massachusetts. Deb received the award for her efforts to increase influenza immunization at the NBJCH. Keeping people healthy is a full-time job!