Archive for the ‘Social’ Category

16 Ways To Make Social Media More Effective

Monday, December 9th, 2013

If I said I never used anything I learned in algebra class, I’d be lying. In my career as a marketer and communicator, I’ve never had much use for sophisticated math. But I have had plenty of use for the life lesson that algebra offered – of being forced to do something uninteresting simply because someone in authority told me I had to do it. Moderating an event this week in London on corporate social media, it struck me that many organizations have started with this same uninspired approach to using social media – simply because someone said they have to.

Why You Shouldn’t Outsource Your Social Media

Tuesday, November 19th, 2013

Social media is immediate.

Once you’ve pressed send, your tweet, Facebook update or Google+ status shoots out into cyberspace to be read by your followers.

Becoming a social media pro doesn’t require all 10,000 hours

Thursday, December 27th, 2012

While Malcolm Gladwell posited, in his book Outliers: The Story of Success, that one needs to engage in a challenging 10,000 hours of experience and practice before becoming a master, don’t let the belief that you need to accrue all 10,000 hours of challenging practice and experience before you sell yourself as a social media maven.

SohoOS Debuts ‘Soho Shop’ App Marketplace

Monday, August 6th, 2012

SohoOS announced today the debut of Soho Shop, an online marketplace for third-party businesses to sell their services to SohoOS users. SohoOS, in case you aren’t familiar, is a virtual operating system for small office/home office (SOHO) that allows companies to use their free online system that consolidates all of their business tools in one place. Users can access the platform from a desktop or mobile/tablet device. With todays launch of the new ‘Soho Shop’, they now have an in-house marketplace that allows members, as well as external service providers to buy and sell subscription-based services that cover the gamut of small business tools, and are fully integrated with the member’s account.

Turn Your Facebook Profile Into a Fan Page

Monday, April 4th, 2011

Facebook recently enabled what seems like an obvious tool that allows you to migrate your personal page to a Fan or Business Page. There was no announcement of this feature but it was covered by the always informative


Thirteen Tips for Developing Positive Relationships on Twitter

Monday, February 21st, 2011

Over the past couple of months, I’ve been able to leverage Twitter to develop some pretty nice relationships in my local community and amongst my SEO peers. I’ve been introduced to and have had lots positive interactions with many new people, as well as continued developing relationships with older connections.

I wrote an article a couple weeks ago that was received fairly well entitled, “13 Tips to Get More Twitter Followers.” It detailed some simple – but useful – strategies that have worked for me personally in terms of gaining a larger Twitter following.


Creating A Bond With The People You Want To Reach

Monday, December 27th, 2010

In February 2011, I have the privilege to speak at the lift conference in Geneva. But this isn’t about the conference as much as it is about an important subject that I’ve been asked to address. While this idea is nothing new to economists, theorists, futurists and other intellectuals around the world, my focus is on those who are unfamiliar with the role they play in an underground, but vital economy.


Owning Twitter To Increase Your Business

Monday, October 18th, 2010

I had an interesting discussion this past weekend which led me to a few assumptions and I thought I might share them with you. The conversation centered around Twitter and its opportunities for users on many different levels. Now, for those of you out there who are paying attention, you know that Twitter is an often criticized social network, and many (including Twitter themselves) don’t even consider it a social network at all. I shouldn’t have to tell you about the criticism Twitter suffers, but in case you were unaware, there are many people out there who consider it to be a source of banality and useless drivel crowding up the pipeline. Others just think of it as a place for Justin Bieber fans to gush over their favorite celebrichild. Unfortunately, many of those critics are right. Twitter is all of those things, but it is also a terrific news source, even for individuals who don’t do any tweeting themselves. The beautiful thing about Twitter as a news source is the fact that you can select the news that comes to you based on your interests. This isn’t really a luxury that Facebook provides as succintly or directly. Not yet at least.

With Twitter as a news hub, it only seems natural that people would be most interested in the news most relevant to them, which often means information pertaining specifically to local and regional goings on.Twitter is primed for local businesses and regional small businesses to take full advantage of them, they just have to know how.

Here’s how:

Area Target

It doesn’t take an SEO guru to tell you that you need to include relevant keywords in the content you’re writing. I absolutely cannot stand it when I see websites for businesses that have a “Contact Us” page but don’t have a city and state listed. This should be the same for Twitter. They give you a nice little spot for which to put your location, and you should take advantage of that. The other thing you should probably take advantage of is the opportunity to link to your website so that you can give followers more information if they require it. Also, using a hashtag for your location might be a good way to attract out-of-towners who might be looking for the best restaurant in your area.

Inform and Reward

You know who can benefit from Twitter the most? Food trucks, man. There’s a food truck in my neighborhood called Only Burger, and they have really taken advantage of the power of Twitter. Food trucks are mobile, so it makes sense for them to have a way to update their location so you don’t have to search for them. Tweeting is the perfect means. So you can tell people about the latest news for your business – where you are, what specials you’re running, what new thing you can provide for your audience. But also, do them one better than that and give them a reward for being a fan. Give them a discount for following you on Twitter or add some value to show them you’re serious about them as a customer. They appreciate it and tell their friends how awesome you are. That’s the point of social media marketing, right? Well, get to it. I want free fries.

Get Feedback

So, check this out: You’re a local business and you want to know what people think of your newest thing that you did. You could wait for them to tell you, or you could Tweet out a question. Likewise, you can use the search function on Twitter to find exactly who has said what about your business. Are they upset? Fix the problem. Are they happy? Give them more reason to be. You’ve got a free platform to have a discussion with your customers, so use it.

Twitter isn’t going anywhere as long as there are individuals out there are using it as a means of information consumption. Personally, I follow more local people and businesses on Twitter than I do anyone else. Because those are the places I go and the people I am most likely to interact with. So Mom and Pop, I suggest you do what you need to do to start using Twitter if you aren’t already. Don’t be afraid or intimidated by it, though, because there are people out there who want you to succeed.


Adding SEO To Your Business Without A Website

Monday, August 16th, 2010

You don’t need a website to practice SEO. Depending on what your goals are, you can present yourself and your business to interested parties by using SEO principles and understanding a few things about how search engines work. In fact, there are several places you can get noticed for little or no money, and by using some simple optimization techniques you can piggyback off the trust of someone else’s site to achieve your objectives.


Reaching Your Audience And Prospective Participants

Monday, July 19th, 2010

Nicheworks are highly coveted or soon will be as no brand is an island. Attention and interests are focused within social streams and as individuals are empowered to define their online experiences, connecting the dots proves pivotal. If conversations are markets, nicheworks represent the glue that binds disparate conversational ecosystems. And through effective engagement, we make inroads towards community and being the construction of bridges between our brand and each desirable market.

While many creative initiatives find their way into social networks extemporaneously, it is the intentional and manual act of linking content to new and traditional influencers. This, for the moment, is the most genuine and authentic way to demonstrate intent and drive awareness and activity among the very people we’re hoping to reach and galvanize directly within the communities where their attention is focused.

Hybrid Theory Explained

Hybrid Theory is the fusion of creative and communications, combining earned and paid media to enliven ideas, unite communities, amplify stories and spark desired outcomes. It unites marketing, advertising, service, and public relations (note: not PR) with engagement and digital influence. This is about applying influence to rouse response where attention is focused. As such, Hybrid Theory requires a cross-breed of communications professional, one not tainted by the acts of storytelling through press releases or communicating through mass messaging and broadcasting. This new breed of communications professional essentially becomes the influencer they wish to engage through the embodiment of what I call the “5I’s,”an evolution of the 3I’s introduced by Forrester Research in its Future of Agencies Report.

1. Intelligence
2. Insight

3. Ideation
4. Interaction
5. Influence.

The 5I’s are rooted in peer-to-peer networking where the individuals with whom they connect are viewed as equals and conversely, those making contact are qualified as worthy of attention.

In a conversation several years ago with Doc Searls, Chris Heuer, Robert Scoble, among others, Searls described social media as the “live web.” It’s a name that resonated and is now a fully-realized prophesy. Indeed, this live web has evolved into a hyperactive conversation ecosystem that encourages and rewards real-time content creation, collection, and distribution. As social consumers, we willfully drink from the firehose and as such, Hybrid Theory introduces the strategies and means necessary to not only compete for the moment, but also inspire a more vested form of participation that fosters presence and affinity.

If we were to visualize the 5I’s into a workflow for Hybrid Theory, everything would begin with intelligence and the data necessary to inspire insight, innovation, and a corresponding action plan that officially brings creative to life. It is during this process that influential voices who reach and influence other individuals within our desired markets surface.

Ideas are then tested against an influence filter to gauge the viability of meaningful vs. promotional engagement. As such, channel diversity is then explored to chart effective courses for direct connections and the social objects commensurate with conversations within each. Concepts are then transformed into campaigns, stories are packaged as social objects and highly personalized social hubs are constructed to host, define and steer the user experience.

As the campaign goes live in its respective mediums, the hybrid team is then tasked with optimizing content for search in traditional search engines and also social networks. This form of inbound marketing, speaks for the program when consumers seek out related content outside of proactive outreach. Once optimized, social objects are then syndicated through all channels previously identified to reach our audiences and prospective participants as they search for relevant content.

But, it is the last mile where our connections with influential people brings our campaigns to life. This is where we connect the brand, its persona, its mission and purpose, and extend value to our consumers and the markets they represent. It is how we engage and with whom that defines the reach, velocity, and ultimately the resonance of our campaign. And, it is our participation that either credits or debits our social capital.

The state of brands in social networks is measured by the multiple axes of resonance and fortified by the relationships we earn and the actions we merit. Hybrid Theory introduces a human framework that marries best-in-class attributes of data analysis, sociology, advertising, marketing, communications, and service to connect people and brands through relevance, empathy, and empowerment.

Without relevance, we cannot trigger resonance, and without resonance, we cannot establish significance in social media.