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Your Toolkit for Understanding and Maximizing Social Media
Jacob Morgan and Josh Peters
Quotes used with permission and provided speciﬁcally for this project. Copyright © 2009 Jacob Morgan and Josh Peters. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, or any other—except for brief quotations in printed reviews, without the prior permission of the publisher or as may be expressly permitted by the 1976 Copyright Act. Requests for information, copyright permissions, or comments should be addressed to: Clay Bridges Communications & Publishing, 300 South Ridge Avenue, Troy, Ohio, 45373 or to email@example.com.
TwittFaced: Your Toolkit for Understanding and Maximizing Social Media is a Clay Bridges Communications & Publishing publication. Clay Bridges seeks to provide resources and education to build up people to span life’s circumstances. For speaking, training, or author visits, please consult www.claybridges.com or contact us at the information listed above.
Copyright © 2009 Jacob Morgan & Josh Peters Design Copyright © 2009 Clay Bridges Communications & Publishing Library of Congress Control Number: 2009929884 ISBN: 978-09819807-3-7
Printed and Manufactured in the United States of America.
Because this book is about social media, we thought we’d have a little fun with the dedications, thanks, and acknowledgements using Twitter handles. Read on to the Twitter chapter to learn more about them.
@JacobM would like to dedicate this book to: to my family, who has always supported and encouraged me in anything and everything I have decided to take on. They always taught me to try new things, to keep an open mind, and that anything is possible. To my brother Josh, whose curiosity and determination to reach for the stars always inspires me. I know you’re going to do great things. To my friends, with whom I always learn and grow. And to @JoshSPeters, for writing this book with me!
@JoshSPeters had this to say: This “front matter” stuff was the hardest to write. Really it was. I didn’t know if I should go semi-humorous and make remarks like, “I would like to dedicate this book to my dogs Alfred and Sadie. This book would have been done a month earlier if I didn’t have to keep doing re-writes from them jumping on my keyboard to get my attention. Nonetheless they are always there to brighten my day and are far cuddlier than any of my friends.” Or if I should just do a more formal sounding acknowledgement like, “I’d like to thank my parents for being a constant source of encouragement and Scott Stratten (@ unmarketing) for being the catalyst that made this book possible.” Then I got to thinking, well why not do the broad spectrum and just say, “My sources of inspiration and enlightenment are too numerous to name but to all the blogs I follow and the people I interact with on Twitter, Facebook, LinkedIn, and more, thank you.” But that sounded like a cop-out. So now I’m stuck, because I really want to thank my friends and family for their help and support, and the big names like @ChrisBrogan, Amber Naslund (@AmberCadabra), and Ashton Kutcher (@AplusK) for their inspiration. (Ok. Maybe I’m being a little sarcastic.) Either way, I know I have to thank @JacobM for working on this with me, and thank you for buying a copy. (Unless you stole the book, in which case, stealing causes bad karma and the only way to reverse it is to send me a couple of bucks through PayPal to cover the lost royalties.) The TwittFaced Team would like to thank all those who provided quotes in their areas of expertise! And thanks @ev, @biz, and @jack and the whole @Twitter team for creating a system that hooked us up to make this project possible.
Edited and designed by the @ClayBridges team.
Table Of Contents Who will TwittFaced help? Foreword by Brian Solis Introduction by Chris Brogan 6 8 11 Section One: Understanding Social Media Chatper Chatper Chapter Chatper 1: 2: 3: 4: What is Social Media? Can Social Media Help my Business? Listening Through the Mayhem Social Media IDENTITY or CRISIS? The Choice is Yours! 14 17 23 26 Section Two: Your Social Media Toolkit Chapter Chapter Chapter Chapter Chapter Chapter Chatper Chapter Chapter Chapter Chapter 5: Facebook Friends For Life (FFFL) 6: MySpace Rocks the Online Arena 7: Twitter Me This. Really Want 12: Wiki Wise = In the Know 13: Social Bookmarking Leaves Your Mark 14: Document Sharing Can Be Rewarding 15: Video Sharing. What You Really. Hire A Pro! 114 120 128 132 137 141 144 5 . Twitter Me That 8: LinkedIn is Hooked Up with Business 9: Social Networking Goes Niche 10: To blog or not to blog… 11: Comment What You Want. Image Sharing and Other Creative Content 33 45 52 59 63 80 86 92 97 102 108 Section Three: Maximizing Social Media Chapter 16: Social Media Driving School Chapter 17: SEO and be seen Chapter 18: The Golden Rule of Metrics and Measurement Chapter 19: Digging deeper for a greater ROI Chapter 20: Work It! Chapter 21: How to Keep From Being Overwhelmed Chapter 22: If All Else Fails.
Section Four: The TwittFaced Details A Little Bonus Interview on ROI From Olivier Blanchard Bibliography Author Biographies TwittFacedTheBook.com What Other People Are Saying About TwittFaced Notes 147 151 154 155 156 157 6 .
That’s why we’ve taken our years of experience and knowledge and put it into this toolkit for you to have at the ready whenever you need it. Individuals Whether you’re just curious about this social media stuff or want to build your personal brand online. Professionals Seasoned social media pros can learn about the new tools and methods that are changing the way business is being done and how you can use it. “everyone should read this” is a bit of a copout. You will also ﬁnd plenty of statistics on the social media space as a whole and facts that help back up the value of social media and why we believe it’s such a crucial component for success. guide you through understanding and maximizing the major tools in your social media toolkit. So let’s take a look at what speciﬁc groups can expect to learn from TwittFaced..well uh. See where to connect with like-minded people and how to make the most of your online interactions. but who don’t know where to start. We’ve created this guidebook that will help. Small organizations Small businesses can learn the ropes of social media without taking a lot of time and doing additional research. We will walk you through many of the tools that you can use to help broaden your horizons and help you gain a better understanding of social technologies. which many small businesses just don’t have time to do. TwittFaced will have something for you. 7 . In addition to discussing the various social networks and how they can be used today. we will also help you identify how to manage your social media efforts and how to identify metrics to help you track and measure the ROI and impact from your initiatives. We cover everything from popular social networks such as Facebook to niche social networks such as DeviantArt.TwittFaced is a social media toolkit with something for everyone interested in social media. Now just saying.. We provide plenty of case studies and stories that help illustrate our points.
write out some links. TwittFaced will be your secret weapon in understanding the social sphere and will help you jump ahead of your competitors. studies and more. Everyone We know we said it’s a cop out. and in this book we reference a ton of online material. talk about sites. We’ll help you capitalize on that.com/Links). but it’s true! (Unless you don’t have a computer that might make this a bit hard.) This book has network proﬁles. Large organizations No one likes being left behind or left out of a conversation. all of our links can be found on the TwittFaced website (http://www. And because we want you to have everything you need at your ﬁngertips. TwittFaced is your toolkit in a book. hints. tips. Jacob Morgan and Josh “Shua” Peters 8 . with bonus notes by Olivier Blanchard an ROI expert. and in depth advice on how to use social media and why it’s changing the way we do business. demographic information.Mid-sized organizations There is a lot of passion generated in mid-sized businesses by people who are deeply tied to the product. apps. We hope you enjoy exploring TwittFaced.TwittFacedTheBook. We even have a chapter on the all-important ROI. and we’ll see you online as you maximize your social media potential. We’ll help you identify the right employees for the job and discuss how to engage your loyal fans and win new ones using those passionate people.
Indeed social media is a privilege and with it comes great responsibility. student. It is not done without intelligence of course and for all intents and purposes. Whether we’re consumers or brand advocates or both. and apprentice. We are always learning and we do so through observation and participation. you’re to be commended. we have been given a powerful gift in the form of real-time. the real world. It is how we choose to embrace this gift and as such employ it and also interact with new inﬂuencers that deﬁnes our presence and stature within the social landscape and in turn. one that I do not approach without deep study and reﬂection. Peeling back the collective layers. and for that. You are reading this book and therefore have made a conscious decision to learn. placing the power of publishing in the hands of every day people. social media has democratized and equalized inﬂuence and the ability to inspire action and establish vibrant and dedicated communities around a sense of purpose and belonging.Social media is a humbling topic. invaluable. and continuous. one that represents practitioner. we realize something more profound however. While we never cease to ask questions. social media has democratized content. On the surface. uninhibited access to information and intelligence and the people who share their insights— the new inﬂuencers. Our failures are documented in the words and actions of inﬂuencers and visualized through the state of social capital 9 . we must also immerse ourselves in the online societies that will one day beneﬁt from our strategic participation. Attempting to master any form of emerging media provides us with a unique and tuned perspective that actually relegates us to a more meaningful and beneﬁcial role. Our rewards are measured in relationships and reﬂective in communities and activity. Social media is an elusive subject and its lessons are extensive. Questions are the seeds for cultivating knowledge and experience is the intelligence that serves as the curriculum for teaching and inspiring those around us. we are responsible for what we learn and what we earn. The shift from inquiry to practice is a pivotal step in earning a meaningful sense of understanding and judgment.
The study and application of emerging and interactive media is both an art and science. value. publisher. In doing so. We grow in intellect and prowess at every stop in our ceaseless voyage. In many senses. It is what we take away from our occurrences and experiences that deﬁnes our adeptness and shapes our future participation. In all honestly. we apply ourselves as individuals and personalities in everything we do. connector. attention spans only continue to thin with every new network that vies for their participation. As such. Thus. It is the listening and observation that tells us everything. we become part marketer. we can reveal the exact networks where relevant trafﬁc and movement is transpiring right now. throughout our interaction and immersion in interactive media. research. and digital anthropologist. And as countless social networks and online communities populate the social Web. It is our intuition and interpretation that determines our action however. wherever they are active today. engagement could frighten and intimidate many or otherwise seem impossible to manage and scale. And. Conversations are distributed across multiple social networks and real world factions. This is “social” media after all and therefore. New media is a journey and not a destination. and set aside our fears and excuses to listen and engage to the individuals who deﬁne our communities in online networks. we are. It’s where we learn and it’s where we begin to uncover the answers to our questions that only we could fulﬁll speciﬁc to our own realities. we learn through each instance and interaction to increase our awareness and eminence within our relevant networks. If we dive a bit deeper and view the activity through the lens of sociology and psychology. We are the social architects who construct the framework for engagement and the engineers who build the roads between our stories. at ﬁrst glance. we also identify inﬂuencers. and wisdom for those seeking it. we are forever in a competition to earn the attention of those whom deﬁne and direct our markets. and cultures that govern each and every salient society. and academics that will provide us with an incredible knowledge base. While social and interactive media is connected and facilitated through technology. By searching keywords in individual social networks and also using effective listening tools and dashboards. to succeed in social media requires us to study and grasp much more than what we know today. we must pause our reading. behavior. The socialized Web is therefore more signiﬁcant when viewed as a human network. customer service representative. We have access to data. attempting to make connections 10 .and market share. in the end. At some point. limit our attendance in webinars and conferences. we become the very people we sought to reach and earn a place within the communities we hoped to galvanize.
share.com. allowing personal connections and cooperation. Actions speak louder than words and thus. If we are measured by the relationships and contacts that deﬁne our social graph. responsibilities. Get. Earn the very thing you were already becoming as you forced evolution through actions and outlook. @briansolis and read his blog. an award-winning new media agency. and the reputation we deserve. Determine exactly where. In the process we too. Follow him on Twitter.0 at BrianSolis. The Web then begins to become a much smaller and more efﬁcient platform for collaboration and communication. earn inﬂuence and thus we become much more important than we realize. and co-author of Putting the Public Back in Public Relations with Deirdre Breakenridge and Now is Gone with Geoff Livingston. The minute we let conversations. We are forging connections with real people and those ties extend across networks—online and ofﬂine. and collaborate. and stakeholders where they discover. This is your opportunity to deﬁne and create your own destiny. then we must visualize the constructs of the graph as it will be deﬁned less by activity within individual social networks and more through our interaction and connectedness with inﬂuencers. Symbolize and exercise the attributes. PR 2. Be. Do. and disciplines required to earn and sustain your aspirations. Brian Solis is principle of FutureWorks. both positive and negative.with people to engender relationships and inﬂuence action and responses. inﬂuence. who or what you strive to achieve. advocates. 11 . This is very much our moment in which we are empowered to shape how history remembers us. affect us is the instance when we truly socialize and humanize our work. we humanize our brand and our persona. In the process. we earn the relationships.
long before there were these amazing tools that Jacob and Josh are writing about. Twitter and all these online haunts don’t have to be about business. and from that. Set your Facebook status to “Reading TwittFaced and learning a ton!” Tell the folks on Twitter that you don’t want to join their maﬁas. So. I’ve spent my life building communities. Do what you want with it. and that their advice comes from the front lines. and has put food on my family’s table for the last few years and counting. 12 . and they’ve put their heart into creating a book that makes a strong effort to educate you about how these social tools will change your world for the better. and that you’re busy. We can know a lot about people from a distance. Some people ﬁgure this out for themselves. That’s okay. That’s just one of the many ways the web has changed lately. I don’t know Josh Peters especially well. they reach out to me for the same reason: business has changed and people demand a more human connection than they’ve had in the past. and in their own ways. I’m just excited that we have the opportunity to use tools like Twitter and Facebook and blogs and video to build relationships with people at a distance. we can think about what it means to us. and they’ve put this book together to give you their understanding for your own use. They want you to succeed. You can use the tools to be personal and not have to really think hard about business. It’s been my life’s work. don’t want to follow anyone this Friday. From reading TwittFaced. What I believe is that they are living at ground zero of this new movement. Me? I build communities and I do business. but I know that he’s asking people about WordPress plugins as I write his introduction. but I know that he’s watching the Fantastic Four in HD. I get the sense that you’re about to learn from two really different perspectives how these social tools might be best used for your own needs. I get to spend most of my days talking with really smart people at really big companies about how things like Twitter and Facebook change their jobs. which is always a trip.I don’t know Jacob Morgan well. I work with mostly Fortune 100 companies. For the most part. I love people. Morgan and Peters are living it and learning it every day. It’s your space.
mark it up. They can only lead you so far. Now. Improve Reputation. You’ve taken the ﬁrst step by buying TwittFaced. Chris Brogan. dig in. and Earn Trust 13 . and take notes. It’s what I’d do. co-author of Trust Agents: Using the Web to Build Inﬂuence.TwittFaced is a fast-paced dive into the tools that are driving a whole new approach to using the web. Go on. It’s up to you to derive maximum value from what Morgan and Peters are laying down here.
” At its core. Aristotle. YouTube. If you want to spend your days talking about Victoria’s Secret lingerie then you can most certainly do that on their Facebook Fan Page while checking out their coupons and discount offers. Twitter. If your ﬂight attendant on a MyFavorite Airlines ﬂight throws peanuts at you and tries to shove you inside the dining cart. Social media is transforming the way in which individuals and businesses communicate with one another. were alive today. “I tweet therefore I am.com site to let customers vote on new features and amenities that they wanted to see in Starbucks stores. It’s important to remember that social media spawned out of the desire to be able to communicate more freely and effectively. and from corporate jargon and red tape to transparency and authenticity. marketing. this is certainly something that they would be debating. In fact. social media is anything that allows for the sharing of information online between two or more people. With Flickr you can share photos with friends or family members 5. Social media doesn’t necessarily have to be a speciﬁc tool or platform though. We are seeing a shift from broadcast to conversation. Even though these platforms are all used for different reasons they are still a part of the social media umbrella. then you can contact MyFavorite Airlines through Twitter and let them know immediately. from customer relations to customer relationships. while simultaneously sharing your experience with hundreds or thousands of people online. WordPress. Descartes once wrote. it can be a micro-site that a company develops in order to share and gather information with their users. If Socrates.Folks in the technology. there have been whole books and blog posts devoted to trying to explain what social media is and how it can be deﬁned. Facebook. and social media space oftentimes debate this question. Companies such as Kodak and Google are now using blogs to communicate news and information with their customers. There isn’t one way to deﬁne what social media is. Social media is the tool making these shifts happen. “I think therefore I am.000 miles 15 . and Wikipedia all fall under the social media category. and Plato. Starbucks created the MyStarbucksIdea.” Today it’s.
I’ll let you ﬁgure out what our answer was. you’re reading this book aren’t you? That’s right. • Instead of marketing TO your customers you can now market WITH them. Conversations about your brand or your product have always existed. • Instead of tracking how many eyeballs your billboard or 16 . Now. Josh started reading Jacob’s blog and leaving comments. and your product that is easily accessible for free. with Skype you can chat with and see friends (virtually of course) from around the world for free. you had to send an email with word doc attachments. but now you have the opportunity to see what those conversations are about and to interact with the people having those conversations. The idea to write an e-book on social media for authors followed soon after. Today you can create pages that anyone can access and edit at anytime.away. Josh and Jacob connected a while back in the summer of 2008 through social media. The e-book was created late 2008 and was published early 2009—several months before this book came out. you can use a platform such as Scribd to write a novel with someone that you have never met in person. Ten years ago if you wanted to ﬁnd out what people thought about your product you would most likely host a focus group. In the past if you wanted to share information or documents internally. We (Jacob and Josh) have never met in person… ever. Is it really possible for people who have never met in person to actually successfully collaborate on a project together? Well. Within the ﬁrst few weeks of its release the e-book has seen thousands of visitors and still ranks among the top results for the search “social media for authors. • Your organization can share resources or information through a central hub that can be accessed and edited by anyone. The physical barriers of communication and collaboration no longer exist. we were introduced to our publisher through Twitter! Our e-book eventually spread around and wound up in the hands of Clay Bridges Publishing who then emailed us and asked us if we wanted to write a full-scale book on social media. anywhere.” The e-book was shared quite a bit through various social media channels. your brand. Social media means many things for your business including. then they connected on Twitter. you can use a platform such as Twitter to ask a large network of people what they think about your product and why. but not limited to: • You now have the ability to get in direct contact with your loyal users and customers to ﬁnd out exactly what they like and don’t like about your product or service. anytime. In fact. Why is all of this good news for you and your business? The rampant sharing of information online means that there is also a lot of information about your industry.
” than it is to market with “dollars. This is going to change and soon. social media is going to become a standard that will be embraced by every organization. That community can then help you with things such as marketing. and Chevron are getting involved in the social media space. The Internet is a big place.• newspaper ad received. Any individual or organization should be thankful that there are people that want to interact with them online. we haven’t seen mass adoption yet. Instead of marketing with dollars. In fact. The goal of social media is inevitably to build relationships with a community.” 17 . Social media is and will always be a privilege. product development. We believe that social media isn’t just going to be something a company tries out. you can now market with friends by promoting and encouraging online word of mouth. but we’re going to guide you through the upcoming standard in online business communications and interactions. which all can improve your bottom line. It might sound daunting. that’s what we’re going to illustrate throughout the rest of this book. and public relationships. so when people chose to spend their time interacting with you. Best Buy. be thankful. Your friends and connections can then help spread your message. you can now track how many conversations are going on online about your product or service. product. It’s far more powerful to market with “friends. While a few large companies such as Amazon. or service around to their friends and connections.
as a participant in these online networks. which includes trust. That sounds great. Those connections are made through participating as peers in these networks. This works for everyone from authors and artists to large telecommunications. a novel idea has emerged. and social networks regularly 18 . getting customers to ﬁnd out about you has been done via ads and broadcast messages. positive sentiment and community goodwill. Learning the tools is just a part of it. Traditionally.“It’s always been important for companies to connect with their customers. computer.” -Tara Hunt Author of The Whufﬁe Factor Whether you’re just starting a new business or have been in business for years. which beneﬁt both parties. and auto companies. but with the growth of online communities and the ease of access to online tools. you only get customers if people know about you. what if you could get to know your customers by actually talking to them and building relationships with them? What if you could create a relationship with your customers that lasts long after the sale ends and keeps them coming back because of that relationship? This is one of the cornerstones of social media marketing: creating and growing relationships. it is now expected of companies. not behaving like faceless corporations. But recently. online communities. It is utterly important to focus on raising social capital. reputation. We’ll go over some examples later on in the book to show you what we mean. but what does that really mean? Do people really want to be contacted and communicated with through social media? Consider these statistics from September ‘08 MarketTools Insight Report: • 70% of online Americans visit blogs.
If we take the percentages from the previous studies and applied them to that number the previous stats now take on a much more meaningful number and look like this: • 228. Social media is a sacred place where people gather to get away from businesses right? Well.– 63-year-olds are engaging in online communities at a 56% rate • 64-year-olds+ have a surprising rate of 51% using some form of social media That’s an amazing amount of people using tools in this space everyday.t 93% of Americans (which is where the study was conducted). communities or social networks • 30.– 43-year-olds check in with 75% visiting those same areas online • 44. Internet World Stats says there are over 246 million Americans online (over 80 million of whom are on Facebook). In fac. but use is far from interaction with entities like businesses or people representing businesses.78 million people in America think that companies should be interacting in the social media space • 209.• 47% are inﬂuenced on these sites when it comes to their buying choices Among that group of online Americans we have some even more interesting breakdowns based on the ﬁndings of Cone Inc in Sept ‘08: • 20.1 million believe a company should not only be present but also interact with its consumers via social media 19 .– 29-year-olds are in the lead with 83% visiting blogs. Want more info from this study? Consider the following: • 85% believe a company should not only be present. they also feel better served by these companies • 43% think that companies should use social networks to solve their problems • 41% like it when companies solicit feedback of their products or services via social media • 37% think companies should develop more ways for consumers to interact with their brand • 25% believe that companies should use social media to market to their customer At the time of writing this. not according to research done by Cone Inc. think that companies should be interacting in the social media space. but also interact with its consumers via social media • 56% feel a stronger connection to companies using social media.
• • • • • 137. They 20 . a fad. but how are companies doing it? It’s not as gumdrops and lollipops as it sounds. These companies have gone beyond the boundaries of traditional business and it’s paid off for them in spades. When websites ﬁrst emerged they changed several things. Dell.78 million think that companies should use social networks to solve their problems 100. There are both great rewards and tremendous risks involved. or even a revolution. Businesses that refuse to build relationships with their consumers are going to die and nobody is going to be at their funeral (sad. and Zappos. They also use some of those same listening tools to ﬁnd people who are having Comcast trouble and blogging about it. and they changed the expectations that consumers had about how businesses should be interacting with them (nowadays not having a website is the equivalent of blasphemy). Businesses that continued to exist without a website were left behind and the same thing is going to happen to businesses that refuse to participate in social media. they have also improved their customer experience by leaps and bounds. Three of the most successful companies in the social media sphere would have to be Comcast. right?). they also feel better served by these companies 105.02 million think companies should develop more ways for consumers to interact with their brand 61. It’s the evolution of communication and it’s being integrated into the every day lives of people at a staggeringly rapid pace. and individuals on these sites. Comcast Comcast is redeﬁning customer service with their use of online listening (covered later in the book) and Twitter as a tech support / customer service tool. Not only have they received tremendous amounts of publicity and coverage from their activities.5 million believe that companies should use social media to market to their customer These numbers represent the changing thoughts and feelings of people using these tools to communicate both personally and professionally. brands. So now we understand that there are millions upon millions of people engaging in social media and that people want to interact with companies.86 million like it when companies solicit feedback of their products / services via social media 91. let’s go over a few case studies in success and failure.76 million feel a stronger connection to companies using social media. They changed how businesses represented themselves and shared information with the world. Social media is not a trend. With social media we are seeing the exact same changes and evolution. Having said this.
attend press conferences. also covered later). Add to this the twenty or more Twitter accounts they use for customer service. Both Jacob and Josh have had experiences with Comcast tech support via Twitter. and the company itself. he was tweeting with a Comcast rep (@ ComcastBonnie) who resolved the issue quite quickly. Dell Dell kicked up their social media activity and for them the returns have been seen to the tune of over $3 million (announced mid-2009). He didn’t have to make a call or wait in line. where denizens can customize Dell computers. Their external blogs create awareness. This isn’t where it stops either. Zappos’ social media success has helped bring them to the forefront of their niche with their customer interaction and constant community engagement. crowdsourced suggestion box much like Dell does with IdeaStorm. Dell blogs serve both their internal and external needs. These inventive uses of Twitter are what led to more than $3 million dollars in sales from Twitter alone! Dell is a shining example of what can be done when social media is fully embraced. and more. Josh was having trouble with his speeds and so he sent out a tweet feeling quite exasperated about how slow his Internet was running. and serve as a portal to announce their other social media activities.then address and resolve the issue in a public forum so that it’s all being documented in the comments of the blog post. Top all of this off with over a dozen corporate blogs that cover topics like fashion couture. The Dell IdeaStorm is one of the best examples of crowdsourcing and resulted in many changes (like the option to have Linux installed on your computer) that ultimately helped Dell continue to succeed. and sales. Zappos uses an online. Dell also has their own island in the virtual world Second Life. Zappos Zappos is probably the most Twitter-addicted company on the planet— almost everyone in the company is on Twitter! They use it as both a personal and a professional communication tool. Dell has a Twitter stream that just tweets about refurbished and on sale items with a link to them. Within a few minutes. health & ﬁtness. and they both claim the service was great. Even the CEO of Zappos is on Twitter and responds to customers and friends alike via his Twitter account. and was able to work out all the issues from the comfort of TweetDeck (third party client for Twitter. didn’t get some faceless agent who asked the same question fourteen times over. They are a brand that excels at using technology to their advantage and at getting things done in the social 21 .com/Zappos. twitter. tech support. update customers.
It’s also an ethics issue.) came to light. Lesson learned: It doesn’t pay to have high ratings if they were gained dishonestly. Their use of social media and its appeal to online shoppers may have even had an inﬂuence on Amazon’s July 2009 purchase of Zappos for more than $800 million dollars.sphere. There were also accusations of employees being told to give negative reviews about the competition. This covered everything from Amazon reviews. the truth will come out. to blog comments. In the pictures. people at an ofﬁce covered their coworker’s Jaguar in Post-Its. to New Egg. It’s truly amazing what a company can do when they “get it” and start using these tools to enhance the customer experience and change the way they do business to align with the needs and desires of their customers. Someone at 3M got wind of it and they thought it would make a great viral campaign for the company. Dishonestly gaining ratings is no different than lying outright. They created a YouTube channel with Post-It videos (including the stolen idea for Post-It-ing a car) and started creating their social media plan. A viral campaign is an online phenomenon that takes on a life of its own due to audience forwarding and promotion. Everyone will know and the perception you created will quickly shrivel and fade. What happened though is that instead of parting with $2. Belkin Belkin was caught in early January of 2009 when someone within the company sent an anonymous email to online news sites with proof of Belkin paying people to give them positive reviews of their products and to spread them around. If you and your company make a quality product and transparently engage your community. 3M decided to just take the idea and run with it. This harmed the company and damaged their customers’ trust through their use of dishonest manipulation of social tools. Eventually. etc. it was a fun and clever idea. 3M Have you seen the pictures of a Jaguar covered in Post-It notes? It’s a great story. blog posts.000 or so to pay for the rights to use the original photos. the good reviews and ratings will come. and no one wants to deal with a dishonest company. the truth 22 . information gets passed around quickly. Someone there took some pictures and posted it to their Flickr account and it began spreading around the Internet. 3m was right. so let’s take a look at three brands that didn’t quite “get it” and discover what happened because of their efforts. The controversy surrounding this practice exploded in early 2009 when more evidence of astro-turﬁng (the practice of paying for comments. And in the social sphere. but as with anything in this medium. As we said before social media doesn’t come without some form of risk.
and even been kicked out of their apartments for what they have said. done or not done online. formal statements and the like. and are responding by jumping on the social media bandwagon. This is the world of social interactions. will be found out. If you have people using and championing your brand. It’s there for everyone to read and will be forever. When looking at social media take a serious look at the types of interactions you want to have online and get your guidelines in-place. with apologies being issued.was found out and an online media frenzy ensued. There are plenty of other such examples. Pretend your grandmother is watching when you’re doing these kinds of interactions. Don’t deviate! Though a reaction strategy is a good thing to have at the ready as well. company. businesses are catching on to social media. ‘I would die if I had to live here. seeing the beneﬁts far outweigh the negatives. When you are using social media and representing your brand. kept from getting jobs. but in the end the damage was still done. “True confession but I’m in one of those towns where I scratch my head and say. stealing people’s ideas and other such knavery. anything like this. or even yourself—utilize best practices. Lesson learned: You can’t easily hide duplicitous behavior. Tennessee. 23 . but in early 2009 the mega PR and marketing ﬁrm had it’s image tarnished by their very own VP of Marketing. we’re all human and we all make mistakes. When James went to a meeting at the FedEx world headquarters in Memphis. and with millions upon millions of people scanning the web daily. It was the tweet that launched a thousand blog posts and was made worse by the fact that he was there to teach them about social media (it looks like they already had the listening part covered). There was much back and forth. After all. but these are three of the most recent and relevant and each one could have been avoided. Lesson learned: Watch what you say online. Ketchum Public relations ﬁrm Ketchum is hardly a household name. People have been ﬁred. and always be on your best behavior. he tweeted. Ultimately. include them and use their efforts to help grow your brand through your community. James Andrews.’” which got the FedEx executives riled up and caused a tsunami of words.
where they are talking about you. Then.” -Richard Binhammer. you too can engage in a way that gives your company a face and perspective that goes with your products and services. “The Internet has changed from a static to interactive medium and people around the world are using it everyday to talk about everything…. just as before they begin crafting a social media strategy they must ﬁrst understand what is currently being said about them. or your service.There are millions of conversations happening online at any given time. you too. This means understanding who is talking about your brand. you wouldn’t know how to respond to their comments. If Sally and John were having a conversation about the world’s best restaurant while you had your ﬁngers in your ears. And so. you need to do some due diligence to ﬁnd the information you will need to create an effective social media campaign. Some of those conversations are going to be about your brand. Member of the Digital Team at Dell Before you start a social media campaign. your product. It’s important that you listen to those conversations so you can craft appropriate responses to better engage in those conversations—which will ultimately better your products or services. must ﬁnd out what’s being said about your company. 24 . and what they are saying. including your business. Tapping into online conversations and listening is an important ﬁrst step. The same goes for social media: before you act. By listening and learning you come to understand the authentic and transparent online conversations. Companies such as Dell or IBM undoubtedly have thousands of conversations going on about their brand or products on a daily basis. you must take your ﬁngers out of your ears so you can listen and respond appropriately.
TweetBeep is Google Alerts for Twitter.Listening is a critical part of any conversation. BackType This unique tool that scans blog comments for speciﬁc keywords or phrases. Google Analytics Here is a fantastic (and free) tool that allows you to track site statistics such as trafﬁc. if you are interested in ﬁnding relevant conversations on “Coldcreek Cafe. BackType also lets you search for comments by a speciﬁc person.” you can use Google Alerts to create an alert for “Coldcreek Cafe. If you want to see all of the comments that we left on blogs you would simply have to enter one of our names into the search box to see all of the comments we have left around the web. etc. Google Trends Need a great way to track trends for particular topics. If you’re trying to research hot topics or trend your company mentions over time. Google Alerts This is a free and simple way to monitor your brand online. 25 . Tools such as Google Alerts scan the blogs themselves. TweetBeep Basically. many of these basic tools are free. It’s quite a powerful and robust tool that will give you a lot of insight into your site’s visitors. There are a vast number of listening tools available online to use in tracking your online conversation. but there is oftentimes a lot of valuable content in the comments section of those blogs. both online and ofﬂine. Tweet beep allows you to set up customized alerts to inform you of when someone mentions a particular keyword or phrase on Twitter. Google Alerts gives you the option of setting alerts for various keywords or phrases.” You will receive notiﬁcations when “Coldcreek Café” is mentioned online. then this free tool will be just the thing you need. product. top search queries that bring visitors to your site. geographic data. For example. This will help alert you to conversations that are currently happening so that you can respond or join in as needed. You can customize the frequency of your alerts as well as the option to search various mediums such as blogs and news articles. In addition to searching comments for speciﬁc keywords or phrases. and/or keywords in virtually any space? Then Google Trends is the tool for you. brands. which can be received by either RSS or by email.
there are tools on the market that can cost several thousands of dollars per month. but as soon as your needs grow beyond the free solutions check them out.Board Tracker A forum and message board monitoring tool that allows you to track keywords and phrases as they appear in various discussion and message forums. but the ones listed above should help you get started. and they are all free. The online social spaces are where reputations and interactions large and small are happening and it’s where companies large and small are judged by the consumers based on their ability to listen and interact. Listening and interacting is how online reputations are being forged right now. These solutions can be quite pricey and a bit of information overkill for many businesses. 26 . As more individuals and organizations join the social media space. and reporting solutions. monitoring. However. With tools such as Techrigy and Radian6 you can expect to pay at least $500/month. Make no mistake. Things said online do not go away. For larger organizations there are premium paid tools such as Techrigy and Radian6 that offer superior analytics. they will be stored and passed on and exchanged over and over. listening becomes more crucial. There are many other listening tools out there on the web. message boards and forums are still popular havens for customers and brand enthusiasts to share their opinions.
bad. a brand is a “name. there’s the potential to have a better relationship with us. acting as company PR research librarians. guess what. Every thread of a conversation has the potential to be routed back into a company. term. In essence. ‘Hey. and. and share information in our communities. favorite brands. customer service. “Losing control increases the chances of gaining loyalty. if you pay attention and use the information effectively. so that you can be a part of their communities. symbol or design. we’re saying. if you listen. if you choose to ignore the conversations. and now you ﬁnally know it too. marketing. Now that the marketplace has provided us with the means to organize. we know we have the control. new inﬂuencers and stakeholders. I never thought brands had control of their messages. gather. product development. But. which could include R&D. In order to prevent a blog storm of misinformation or negative comments. or a combination of them intended 27 . sales. should listen and ﬁlter information to the right business silos. they continue on without you. of course. sign. your stakeholders will end up better serving you as loyal brand ambassadors. and through trust and transparency. Community Relations Managers (CRM’s) and PR professionals. By losing the contro. it’s time to learn the proper approach to engage with customers. Frankly.’ Brands’ should never ignore the good.“Initially. our favorite brands are frequently discussed. or indifferent dialogue.” -Deirdre Breakenridge Co-author of Putting the Public Back in Public Relations and President of PFS Marketwyse According to the American Marketing Association (AMA).
Josh’s co-worker and the star of this story took a call from an abusive customer who was irrational to say the least. and then 28 . and loosing control. The people have spoken and their inﬂuence is spreading. At the time Josh. and we’d like to address it with a story. This one’s not only a great story to tell.to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. call centers. During the call the employee proceeded to ream the customer for “being a jerk to him” and followed it up by telling him he was going to drive up to his house and “kill him and his wife. Marketing executives are lying in bed at night terriﬁed of the thought that their precious illusion of control would be lost if they interacted with people on their own terms. It’s a quasi-valid reason. It has become imperative to make your quality of service and product stand out and to bring your service to the customers. but it’s true. One of the top reasons why companies are afraid of social media is because they are afraid of loosing control of their brand. Grab your favorite story-reading snack and prepare to be entertained with tales of horror. He used the account information he had in front of him to gather the abusive customer’s home address and phone number. was representing a very large company. Instead of following the guidelines for this type of call created by the large company. Your brand is how you’re perceived and requires more work than just making a couple of ofﬁcial proﬁles. After a succession of horrible calls. Companies believe people might get the wrong idea and misinterpret the intentions of the company and the way it is represented. left the call ﬂoor and contacted the customer using his personal cell phone. it’s your actions and your reputation. and what did this individual do? He used that face time to make death threats. Never before has it been more important to develop and work with the “intangible” parts of your brand. but the fact remains that one of the main reasons many large companies won’t engage in social media is that they feel they will loose control. hearing aids. After all. An 800-number and a corporate complaint address are no longer good enough. and this individual. The company was putting this individual in charge of representing their brand to the customers. That might seem a bit dramatic. and hair growth products and so on.” He read the address to him and reiterated that he was going to kill them because of the call. Josh was working at a call center seven years ago where an employee. were working for a company that had many other phone support contracts and so the employees working there took calls for this large corporation as well as calls for diabetic products. the individual decided to take matters into his own hands. who had about two weeks of “technical” training. your “brand” (for the most part) only exists in the minds of your customers and the public in general.” In other words: it’s more than just your name.
“Who had the control in that conversation?” Since social media interactions are all online. The whole situation launched a legal battle. If the same thing had happened online. The abusive customer called back to the call center and described what had happened. and therefore to ﬁgure out who had called him with the death threat. But what couldn’t be proven was what was actually said. analyzed.he hung up. Inc. But no one can effectively communicate their passion about the brand and represent their company without proper guidance. They will decide what the brand means to them. and dissected the conversation to a degree that can’t be done with a phone call. The only thing they had were phone records to show the call occurred. The company could have monitored. With social media. “We’re the best and here’s why. After the court battle. These companies are entrusting them with direct customer interaction and hoping they will be passionate about the brand.” The customer is going to form their own opinion about what the company really stands for based on their interactions. Josh’s question is. typically not well-paid. everything is recordable and can be easily traced. In truth. Fortune 500 companies have long hired high school dropouts. and a lot of that is done through the employees and their interactions with the employees. they pulled out of that second call center about two years later and moved about 25% of the work in-house and then sent the other 75% overseas. it was one person’s word against another’s. For reasons unknown. based on how they are treated and how well the brand stands by what it says it stands for in every interaction they experience. the less likely people are going to A) read the ofﬁcial statements from the CEO about what the company stands for and B) less likely they are going to care because they know it’s the CEO’s job to say. recorded. There was no record of the conversation since it wasn’t made using a call center phone. Have a great day!” Part of branding is what the company does and says. the threat would have been in a printable and savable format and the account could have been traced back to the sender. One of the key components in this whole messy equation is 29 . and placed them onto the phones to literally be the voice of their brand. many companies are encouraging moderately trained. The larger the company. because there was no record of the conversation. It was easy to prove which employee had taken the call. put them in training for a few weeks (at most). “Thank you for calling Giant Corporation. which went nowhere. you’re gaining more control over your brand than you’ve ever had in regards to the conversations and interactions that happen. phone jockeys to “brand” their calls by simply saying. the large corporation pulled their contract from the call center and moved it to another call center.
companies can help multiple people at once. provide a record of this service. Empower them to forge new relationships. But many companies refuse to empower their passionate employees to go out and help customers on the Internet. Religion and politics. Customer relations is not an “ignore-it-and-it’ll-go-away” type of problem. Those are the employees to train to use social media as a representative of the company. just because a company ﬁnds the right people for the job doesn’t mean they’re ready to be thrown online. what the reaction strategy is for negative feedback. If companies choose to engage in social media customer relations and an employee doesn’t deliver based on their brand’s standards. to join conversations and help change negative perceptions of the company. It is an “ignore-it-and-it’s-going to-get-bigger” problem. The reasoning? “We might loose control of the brand message”. to resolve problems. They need to be taught what can be said and what can’t. Savvy companies also create a path of opportunity for their passionate employees. Passion in employees for the brand they represent and how they can uphold the company’s values..passion. Two Domino’s employees videotaped themselves making a sandwich with more than just meat and cheese. these two emotionally charged subjects can create problems for any company. company reps online (just like the ones on the phones) should avoid them. One employee ﬁlmed while the other 30 . love their job. really? Really! The skinny on that? They’ve already lost control! Brands have far less control-monitoring capabilities through traditional methods than they do with social media. solid. As a general rule there are two topics you’ll want employees to avoid all together (unless the company’s business is related to them that is). and to uphold the opinion regarding the brand for hundreds. additional training. Every company has the employees who just show up for the paycheck and go home at the end of the day hoping tomorrow doesn’t come.. Those are the ones to keep on the phones. Now. They have less ability to direct answers to honest feedback. within appropriate bounds. even thousands of eyes. and point to it for future use. as Domino’s recently found out. and the company they work for (if you don’t then you have bigger problems than using social media). Most companies also have dynamic people who truly care. the problem can be ﬁxed swiftly. and traditional representatives for customer relations can only help one person at a time. all due to the actions of two employees. and unless there is a direct and real reason for engaging in these topics. and how to represent the company online. Earlier this year. is an essential factor to consider. Where the lines are that can’t be crossed in conversations. or if customers complain online. What extend they are allowed to go through to help the customer. Domino’s was faced with their brand image spiraling out of control. These employees need some good. Using social media to help provide solutions.
They took too long to discover what was happening. ﬁred. Domino’s allowed the problem to grow and take on a life of its own. The video of the two laughing and deﬁling the sandwiches spread like wildﬁre online.com/ dpzinfo) to address the issues on Twitter. Right now you might be thinking it sounds pretty bleak. you’ve already lost the battle… and control. They issued press releases stating that the two had been caught. more than a million people viewed the video on YouTube. The conversations. Today is your chance to take your brand back. people are second-guessing their relationship with Domino’s. and exchanges are happening whether you’re there or not. and made their own videos apologizing for what happened. it’s how the general population perceives you. A search for “domino’s employee sandwich video” can produce these videos. That didn’t happen! Once again. Domino’s created a Twitter account (twitter. If you pretend it’s not. 15. All it takes is one search to see what is happening between customers and corporations socially. the second best time is right now! Social media provides not only the tools. And too long to decide to ‘just wait and hope for the best’. “Even people who’ve been with us as loyal customers for 10. hundreds of thousands of people witnessed this incident. In a short amount of time. In the end. press releases. This is not hyperbole—it’s the cold honest truth. But don’t despair. Domino’s was applauded for their reactions and as a company is continuing to explore the possibilities that social media holds in store for their brand. to get dirty (ﬁguratively) and to take your brand to new places.” Domino’s decided to do nothing about the situation and just hope it would blow over. While the best time to have gotten involved in social media was two years ago. discussions. and charged for violating various laws after the local Domino’s franchise owner discarded several hundred dollars worth of food that was potentially tainted. Domino’s spokesman Tim McIntyre responded. but also amazing methods for branding and taking your company beyond the call center and sterile. Branding is also your actions.stuck sandwich items up his nose and then put them on the sandwich. Just like branding within the company goes beyond what colors to use on your documents and intranet sites. and what they think of when your company’s name is discovered on a Google search. By the time they ﬁnally did take action. 20 years. Domino’s spokesman Tim McIntyre: “What we missed was the perpetual mushroom effect of viral sensations. asked YouTube to remove the video. it’s not all doom and gloom. boring. social media branding goes well beyond just having a Twitter account with your company’s name on it.” By doing nothing. 31 .
It’s about being ready to handle what’s thrown at you with a speed and efﬁciency that has seemed impossible for companies in the past. it’s about the future! What are you building? 32 . Most importantly. • This is how you will learn what isn’t working in your operations.Only by being in social media will you make changes that will last as the economy changes: • This is how you will connect with your customers. An essential component of social media is the laying of a foundation for your company’s future reputation and customer engagement. • And this is how you will bring transparency to your company. it’s about being a part of the conversation—the conversation that is a part of your brand. Social media isn’t about the present. • This is how you will capture younger generations as loyal consumers (and keep them).
Japan. Facebook. and France. a Harvard student named Mark Zuckerberg created a digital version of the college “face books” that are given out to new students. Facebook continues to grow. An invitation had to be sent by an existing member of Facebook. Facebook grew in popularity among Harvard students. with over 70% of Facebook users now residing outside of the Unites States. acquaintances. friends. there are roughly 250 million users—more than the populations of Russia. Facebook allows. What is Facebook? In 2004. colleagues. You can post your travel pictures from a trip to China or ﬁnd someone else that is interested in chess to connect with online. with over 300 million active users.” this activity appears in streams—called a “news feed.edu” email address. Mexico. and the invitation email had to be sent to a “. and even strangers to connect with each other. family members. which spurred more growth. and for a while was only open to college students. Today. A few of the key features that make Facebook attractive for business and personal use are: Life-streaming When you do something on Facebook such as post a message or a comment on someone else’s member page—called a “wall. Since its launch. Facebook continued to gain popularity and was opened up to the general public in September of 2006. Facebook has partnered with other organizations to increase its functionality and usability.With roughly the population of Indonesia. is quantitatively the most successful social media network available in 2009. However. Facebook has received more than $700 million in venture capital and private equity funding (according to CrunchBase) and is the largest and fastest growing social network in the world.” so they can see 34 .
Interest-based groups If you’re a fan of Nutella (the delicious hazelnut chocolate spread). For instance. You can customize your ads to be shown to: • Men or women • Those in only certain geographical areas • Those with speciﬁed education levels • Users searching Facebook for certain topics (like books. or hobbyists. Custom apps Facebook applications are little additions to Facebook member pages that serve a speciﬁc purpose. family. neighbors. Connecting with friends. there’s a group for that. 35 . Anyone can create groups and discussions around virtually any product and/or company. which makes for great interactions. to let you throw sheep at people (yes. Grandma Beth can stop in and tell you “I told you so” when she reads that you were up too late the night before watching Letterman and eating pizza. etc) In ﬁve years time. interest-based advertising system Facebook allows individuals and companies alike to create targeted advertisements for distribution across the Facebook platform. Apps can do anything from cross promote your blog content. Basically. there’s an application you download that will make this possible. There are networks and groups that can connect you to co-workers. If you want to view/share slideshow presentations there’s another application for that as well. we explain Fan Pages later in this chapter). sheep)! Intelligent. let’s say you want to show your photos from Flickr (a popular photo sharing site) on Facebook. and others Facebook makes it simple to ﬁnd people you know or want to know. dating. Facebook has become much more than just a place for people to gather. Google-indexable Fan Pages This means that when companies or individuals create Facebook Fan Pages (keep reading. and throw digital snowballs at each other: Facebook has surged in business use as well. those pages can rank in Google for the company name/brand. college alumni.what you’ve been up to. hang out. a life stream is a way for your friends to see what you’ve been doing.
5 minutes per user per day on Facebook) • More than four million users become fans each day • More than forty translations are available on the site. with more than ﬁfty in development • Every month.000 applications have 10. and the possibilities of interaction are truly endless. we’d like to turn to our old friend Mr. have higher levels of disposable income than say teenagers) The numbers alone are truly astounding. It’s a great tool for Customer Relations Managers to help put a human face on your company.000 or more active monthly users • 45% of Facebook’s US audience is now 26-years-old or older (in other words. more than 70% of Facebook users engage with platform applications • There are more than thirty million active users currently accessing Facebook through their mobile devices • There are more than 150 mobile operators in ﬁfty countries working to deploy and promote Facebook mobile products • More than 52. What else about Facebook makes it such an attractive and powerful tool? For that information. with over 250 million users. fan pages.5 billion minutes divided by the 200 million users equals 17. which gives you interactive access to an incredibly large group of people.5 billion minutes are spent on Facebook each day worldwide (3. and discussions you can have more meaningful conversations with your customers and forge relationships. 36 .Companies have been doing everything from sponsoring groups to making branded applications. Facebook can also be used to gain customer insight on your products and services. Through groups. Customers who have a relationship with the companies they do business with are more likely to keep doing business with that same company. Stats: • More than 100 million users log on to Facebook at least once a day • The fastest growing demographic is those 35-years-old and older • More than 3. Why should you use Facebook? Facebook recently overtook MySpace (see chapter six) as the largest social network.000 applications are currently available in the Facebook Application Directory o More than 5. The growth is amazing. Facebook provides people and brands a whole new way of communicating and connecting.
37 . The average Facebook user has 120 friends and as you can imagine. make sure to upload at least one good (and recent) picture of yourself so that they know who you are when you’re asking for people to be your friend. fellow alumni. co-workers. you can invite them to join. and you’re done! (Make sure to ﬁll out as much information as you possibly can as it will help you ﬁnd friends. sharing. click on “Sign up.) Next. look on the left side of the screen and click on the option that says “More. etc. and the networks in which your friends participate. one that has friends from various groups you might join. Go to Facebook. Also.” This feed shows all the updates of your friends. what they’re doing. you will be given various suggestions for friends. So. Chances are good you’ll ﬁnd plenty of people you know. that at ﬁrst it seems like a daunting task to get it all setup and running.com.” then click “Create new list.There are a lot of people on Facebook. People = business potential. News feed The main feed in the center of your screen is your “News feed. and start searching for people you may know by entering names in the search ﬁeld. one that has friends you’d like to meet. You can make a list that has your “real world” friends in it. As you continue your Facebook experience. and as a way to keep track of various types of friends. But don’t despair! We’re about to go through the major features and some of the smaller ones too. too.” ﬁll out the necessary information.” This is one way to utilize Facebook as a contact management utility. Facebook provides the option to make lists and ﬁlter the feeds you see. If these people don’t have a Facebook. click on the “Friends” tab at the top of the page. or by sending them emails from Facebook. and so on. You can/should use Facebook for: • Professional networking • Personal networking • Discovery of new information • New leads and business opportunities • Content and personal brand promotion • Access to networking events in your area How to use Facebook There are so many features on Facebook. Signing up & ﬁnding friends Signing up is quite straightforward. to ﬁnd friends. the feed can get rather jumbled. To do this. etc. based on who your friends know. posting.
” At the top of the feed.Use this to post a lengthy note or publish your blog feed through • Facebook RSS Connect . about business-based apps on Facebook. make your changes and click “Save changes” in the bottom right corner. Many companies and individuals create apps to promote themselves or their business. This dual functionality enables a lot more coverage and interactivity as you pick which ones are right for you. Clicking on the tab and editing the content inside will edit these tabs. You can also click and drag the boxes around to change their order. For instance. click on either “Proﬁle” or on your own name and you’ll be taken to your proﬁle as other people see it. It’s up to you to decide how and what you want to display. there are some tabs that contain various types of information with links to some of the apps that you may install or that you can ﬁll with personal content.. Black Jack. Blogs These apps help promote your blogs via your Facebook proﬁle: • Facebook Networked Blog . You can edit some of the content on the page to display what you want. But it does have an option at the top that says “Settings. One thing to remember about apps is that some of them can be used on both your proﬁle and on any fan pages you create.. They’re fun to play with friends or even alone to just kill a few minutes. The business side of Facebook. while many others have created apps to share in the ad revenues from Facebook. Applications Apps are one of the features responsible for helping Facebook grow and gain popularity. a blog about the latest news in social media. There are games.Editing your proﬁle At the top. What cannot be changed is the feed. a couple of Josh’s favorite apps are MobWars. Here’s a quick run down of the apps Josh covered in the Mashable article (you can also ﬁnd the article by doing a Google search for “Mashable 30 Facebook apps”). Josh wrote an article for Mashable.Join a network of related blogs and promote each other on your sites and proﬁle • Facebook Notes . collaboration.Can have it’s own tab to promote your 38 . Any of the boxes on the page that have a pencil in the top right hand corner are editable. click on the pencil. To edit one of these boxes. however. is getting more and more serious.go ﬁgure). and entertainment apps that can be used in conjunction with your Facebook proﬁle. and the Texas Hold’em apps (he also happens to really like going to Vegas. Some apps will add more tabs to help display your information better.
Create a digital business card • iEndorse .A quick way to get endorsements from clients. A cloud is a collection of popular tags and tags are words used to describe something.An app that connects to your LinkedIn proﬁle • SocialFly .A cloud of descriptive tags that connect back to the Tag Biz directory.Create a widget that you and others can use to promote your business • Professional Proﬁle .Get testimonials and display them on your proﬁle Communication Apps to communicate with people on and off Facebook • Calliﬂower . do voice chat.A word cloud created by the people who wish to leave you a comment using this app • GLPrint Business Cards . • Workin’ It .Message many.Free conference calls! • SmartPhone .Connects to your Xing proﬁle 39 .This can be used to post any video. • My BusinessBlinkWeb . IM people. images. fans. or leave voice mails from your proﬁle • Voice Mail . etc.Post and send out work experience and gather recommendations to help ﬁnd a job • Xing . etc of you or your business to your proﬁle • Testimonials .Leave and receive voice messages. however.Make calls. articles.Quick and simple way to put your blog posts into your feed Promotion Apps to promote yourself or your business on Facebook: • Deﬁne Me . customers.This app will help you meet and even help introduce you to people • My LinkedIn Proﬁle .Create a tab on your proﬁle to store all of your professional info • Facebook Posted Items . this has limited conference capabilities • SmartMessage Center .A great tool for keeping up with and managing your contacts • Tag Biz Business Network . and more Networking Apps to help you network more and make more friends • Introductions .• blog more prominently Simplaris BlogCast . get a single response that can get exported in multiple formats • Telephone .Make phone calls from your proﬁle.
40 . look toward the top and click on the link that says “Pages. there will be a section that holds your apps.Collaborate on documents and projects. or group • My Money . and engage people who become your fans.Use for small businesses / individuals to keep track of money and to do basic accounting • Page Maps .Collaboration Apps to • • • collaborate with other Facebook users and get work done Huddle . used to create websites) so you’d need to know how to write applications in it or ﬁnd someone who does.Share any podcast or other audio via your proﬁle.Use Facebook Markup Language (FBML) to add additional functionality to your pages. and more My Ofﬁce .Connect to and share documentss from your JD Supra Docs account • Vanity URLs .Put a map to your business on your proﬁle • Static FBML . Making the page is quite straightforward. and just like for your proﬁle. Put up pictures.Create an easy to remember URL (uniform resource locator often called a web address) for your proﬁle. ﬁll out as much as possible. Ads and Pages On the lower left hand side of your browser window. FBML is a subtype of HTML (hyper text markup languge. click on the green button that says “Create an Ad” and you’ll have your ads showing up on the right hand side of targeted Facebook proﬁles in no time. etc and get feedback • PodCast Player .A virtual ofﬁce that will get every on the same page with task management.” To create an ad. page. document sharing and more Audio/Visual Apps to use your Facebook proﬁle to host multi-media • Facebook Video .Hooks into your SlideShare account so you can share presentations Miscellaneous Apps to do other business on Facebook • JD Supra Docs . • SlideShare . The ﬁrst one is “Ads and Pages.Share videos of presentations. videos. make collaborative plans.” Once you get there you’ll have the option to create a Fan Page by clicking on the aptly named “+ Create Page” button. ads. If you want to create a page.
Another is that apps won’t work on them. click on the word “Applications” in the bottom left. Instead. Go take a look at the page we created for this book. determine which one of the two. To add another admin. One negative thing is that Google can’t get to Facebook Groups to index them.” and then go to the “Group settings” and bookmark it. The difference in feel is reﬂective of their difference in use. Select those you want as admins. 41 . On the next page is a guide to help make the decision whether a group or a fan page is the best for your organization.” Then click on the “Pages option” and it should be the ﬁrst one in the list. Next to each name will be the option to add or remove admin functionality. If you don’t see it there. Once in the groups list. To access Groups. Another great feature of Fan Pages is the ability to add other people as administrators (admins) to help take care of your page. but in other ways they have a totally different feel. mouse over “Settings. Make sure neither of these two negatives hold you back from Facebook success.” select “Application Settings. The answer will depend on which set of features accomplishes your goal. Groups Groups are quite similar to Fan Pages in many ways. is best for you or your organization. (If there isn’t one. just click on “See all” under your fans. Here you can also add apps to your page. setup the various parts. This is where you’ll search for groups to see if one exists on a topic of interest to you. you can make one!) Creating a group is easy: easy to maintain and easy to work with. then click on the word “Groups” from the pop-up list. add content. Use the search on your proﬁle and search “TwittFaced book. therefore search engines can’t pick up the content. Fan Pages or Groups. etc. you’ll see a search box with a “+ Create a New Group” at the top.One thing that Facebook lets you do is promote your Fan Page with an ad to help get people to join your Fan Page.
and check out what your friend has been up to recently. The wall is one of the main areas of interaction on Facebook. Wall You’ll see lots of references to the “wall. links. 42 .” or someone else’s “wall.” The wall is the screen you see when clicking on someone’s proﬁle. comment on their status updates.*Both Groups and Fan Pages can have images. video. It is where you can leave messages for people. and wall posts added to them by members and owners. pictures or videos. post links.
They are all fun or useful in creating the look and feel of your proﬁle. • We know this should be a bit obvious. but ﬁll out your proﬁle! When Jacob is trying to network with people or decide whether or not he should accept a friend request. Look through other groups and pages to see what kind of comments get the most positive responses for examples. One of the features to come out of recent developments is Facebook Connect. he 43 . This is a private conversation and can be used to communicate with employees. City Search. This is great when you want to send long or private messages to your friends. In the lower right hand corner is a number that shows how many of your friends are online along with a list of them. there is not one “right” way to use it. That way you can stay on top of a discussion or gain a consensus without having to open multiple messages. This functions just like any other instant messaging (IM) system. be respectful. Facebook contains additional features and options that can be explored and customized. It also has threaded discussion features so if you send a message to a group of people. you might see blue bars that say “Connect with Facebook” when signing up for new sites. As you browse the web. Click on a name and you can start up a chat with them. you’ll see everyone’s replies on the message screen in the order they were made. This is a great tool and is one of the features helping Facebook position as the dominant social network. but also as a communication and connectivity tool. as long as they are your Facebook friend. and Life Hacker. This lowers your barrier of entry and allows you to also post your activities in these sites to your Facebook proﬁle. Facebook Connect Facebook is an evolving and changing social network. like Digg. It keeps growing and becoming more useful as a social network. Facebook Tips Here are some tips that will help keep you out of trouble and help you get the most out of your Facebook usage: • When leaving comments or joining groups/fan pages: don’t spam. friends. Chat This feature is a relatively new addition to Facebook.Inbox Your “Inbox” at the top is where you’ll get private messages and group notices. and add value. just by signing in to your Facebook account. It allows you to easily create a proﬁle on other sites. This will help you gain friends and create meaningful interactions. or family. Just like with all social media tools.
You will be surprised by who you will ﬁnd. then introduce yourself and see how you can make business happen. don’t create a whole new Facebook account for each one. The cost is very reasonable. and then you can control what each one of those “lists” sees. Pay a visit to the Facebook application directory to see what relevant applications might be useful for you. If this information isn’t ﬁlled out. it has over 1. look up Chess Media Group (Jacob’s ﬁrm) or Spark PR. We’re sure there are some relevant ones that apply directly to you or your business. respond to him or her. then he most likely won’t connect with them. an award-winning PR ﬁrm. You can segment your groups by interest category or by your network. You can use something called Facebook Friend Lists to segment your friends into various categories. If you’re trying to segment your Facebook friends. Virtually every industry has companies and employees on Facebook. As of this writing. what they do. Don’t be afraid to send messages. check out the Victoria’s Secret Facebook Fan Page. If you’re connected with someone. Update your status once in a while (perhaps once every few days). if you’re in marketing. Try using the Facebook ads to reach a target audience. look up the Coke Fan Page and start talking to people within that space to build relationships. If you’re in the beverage space. If someone comments on your Facebook wall. ﬁnd the active marketing groups out there and join in the conversations.2 million fans. Check out some of the groups on Facebook. If you have a blog or any other type of site where you create content. Victoria’s Secret does a great job of utilizing Facebook for several reasons: • Participates in conversations on the “wall” (producing 44 .• • • • • • • • • immediately looks at where they work. etc. Do a Facebook search to ﬁnd companies or people with whom you might want to connect. Conversations and interactions with people often start out from status updates. then make sure that content feeds into your Facebook page automatically. If you want to see a good company example utilizing Facebook to interact with its customers. so that you don’t need to keep posting links. This let’s people know that you are still alive and gives them an idea of what you are doing. If you’re in marketing.
45 .• • • transparent relations where everyone can see) Encourages a variety of discussion topics Provides discounts and offers to their fans Maintains a variety of up-to-date content (photos/videos) Facebook continues to grow at a rapid pace and companies around the world are constantly creating new strategies for using the platform’s “viral” nature to reach out to and build relationships with their consumers.
which helps to keep current users and to recruit new ones. One such proﬁle page is that of the socialite Paris Hilton (myspace. But. And. MySpace has been showing great innovation. Execution differentiates the two. Celebrities customize proﬁles that look nothing like the default proﬁle and that are barely recognizable as a MySpace page. What is MySpace? Myspace is a social network similar to Facebook. Between MySpace music (now used by millions of bands) and their inclusion of apps.” But according to QuantCast. and groups. such as videos. more alternative demographic. MySpace’s fastest growing demographic is people between the ages of 18-30. like any good coming of age story. and became the class president who is now dating the head cheerleader. then along came MySpace. but it targets a younger. simple customization like on Josh’s page is 46 . This didn’t discourage MySpace. MySpace has successfully made huge changes and leaps to compete in the harried marketplace of online communities. proﬁle comments. and then along came the new kid Facebook who seemingly instantaneously kicked MySpace in the shins. MySpace features similar functionalities as Facebook. For a while MySpace was the king of the playground. Her page is incredibly customized and goes beyond what is normally done. Why use MySpace? The ability to completely customize a MySpace proﬁle is one of the creative components that draw people to the network (and can also be one of the most annoying aspects too). took it’s lunch money. Most people think of MySpace as a joke social network or as something that is “only for kids.First there was Friendster. com/ParisHilton). These reasons and all the ones we’re about to cover make MySpace a very popular place for people and small businesses to connect. which pushed Friendster into the mud and got its new shirt dirty.
helps make a strong individual connection between users. and ﬁlmmakers who use it as a great platform for connecting with their fans. The major exception to this general local-based business rule is musicians.quite easy and incredibly common (myspace. As with any social media. you’re going to ﬁnd yourself in an uphill battle. through effective use of the visual information and stylized options for pages. local restaurants. Now. local-based businesses. Fans love exclusive content and that gets them excited for things like tours.com/RoyalAntsJosh). so now lets take a look at some of the key features of MySpace and how it can be used. The ability to customize the look and feel of a page draws the younger crowd and unique businesses alike—especially those who wish to stand out or make a statement—to MySpace. Do you have a product line or section of your company that is geared toward the younger generations? Are you looking for feedback from this age group? There are many reasons why you might want to utilize MySpace. do your research ﬁrst to see if your customers can be found on MySpace. The look of a page tells as much about the person/company behind the proﬁle as the text on the page. With that said. don’t let these concerns or limitations stop you from experimenting with MySpace. bars. And. cafes. in his hometown of Salt Lake City. A simple business example would be Josh’s favorite local record shop. Places like local/independent clothing companies. and coffee shops to name a few. Slow Train. MySpace created a niche for creative businesses that inspires connections with fans or customers on a more personal level. The types of businesses that are successful in using MySpace to help their growth are usually small. unless you’re a business that caters to a younger crowd. How to use MySpace You may have noticed already that social networks have a lot of the same features and abilities to communicate in both a broad spectrum and individualized way. are we saying that MySpace is the place for every business? Certainly not! In fact. in some cases. It allows fans to have a one-stop location with all the latest information they want. We’ve talked about logistics of considering MySpace as an effective Social Media network for your needs. new content.com/SlowTrainSLC). The added customization features and functionality of the MySpace homepages. comedians. or other events. (myspace. especially now that many of them 47 . Friend Groups Every broad-spectrum (non-niche) social network can be used as a great Customer Relations Manager tool. then fans easily share their excitement and information by sending out links or by using the built in features of MySpace to share it on their own proﬁle.
click “My Categories. in addition to the feature to create custom categories To create a custom category. and will help you with your overall management of your MySpace community by enabling you to send out targeted and meaningful communications to your contacts. It is one of the reasons many small businesses/local shop owners turn to the group feature as a way to track and interact with their key customers.allow you to group your friends into different categories. The MySpace music proﬁles are especially popular.” add the friends you want by clicking on the “+” (plus sign) above their head. you can create lists that will help you keep in contact with your most valuable customers. you have the ability to send MySpace mail and leave comments on their proﬁles directly from the list. When looking at your Friends List (either all of them or any category listed above). (per MySpace there are more than eight million artists and bands on MySpace Music) and have helped bands gain notoriety. post 48 . connect with their fans. speciﬁcally: musicians. and ﬁlmmakers.” click “Create a New Category. These specialized proﬁles are very popular on MySpace and are their main differentiating factors (from other social networks). When browsing your Friends List in MySpace. click “Next. These custom categories can be useful when sending messages to speciﬁc groups through MySpace mail. Specialized proﬁles MySpace launched several proﬁles created with speciﬁc types of people in mind. Using this feature. friends and fans. comedians. you have the ability to ﬁlter your friends into the following categories: • All Friends • Top Friends (the ones listed by you on your front page) • New Friends • Bands • Comedians • Film Makers • Age 18-24 • Age 25-29 • Age 30-35 • Age 36-40 • Age 40+ • All of these. just by hovering over their proﬁle. MySpace designed the group feature to be fantastically manageable.” and then ﬁll out the next page of information. This will break up your Friends List (which can quickly grow rather large) into more manageable chunks. something social network Twitter isn’t doing as of the publication date.
The same goes with proﬁles for comedians. sending them to their friends and linking to the bands proﬁle to expose them to a wider audience. and designers out there that can give you a custom solution cheap—if not for free—with little or no work on your part. They have joined with City Search to help bring even more integration into the local scene. It’s really simple to do. friends add it to their proﬁle—therefore sharing your business through digital word of mouth.upcoming tour dates. sign into your MySpace proﬁle (or make one if you don’t have one). and link to other sites. and will allow you to enhance your proﬁle with more information about your business. kits. Fans. com/inthismoment). connecting with fans. in particular. The fans did this by putting the songs on their proﬁles. such as Edward Gorey (myspace. com/danecook) and ﬁlmmakers. and their fans in turn helped spread the music. Their use of MySpace has helped facilitate growth after the release of their second album (myspace. the message is the same: if you are going to do business on MySpace.com and you’ll see one of their latest projects taking form. love specialized proﬁles—they get to hear full songs before they buy. Bands like U2 and Radiohead. Go into MySpace Local and claim the listing of your business. It’s a new feature and they are starting out by only listing bars and restaurants. and then click on the option that states.com. One band’s MySpace proﬁle.MySpace. actually released entire albums on their MySpace page for fans to listen to before they released it for purchase. customize your proﬁle. First. has led to them getting a label contract. It will help increase your likelihood of being found on both sites. In This Moment used their MySpace proﬁle to help spread their name and gain a following before the release of their ﬁrst major label album by posting up demo songs. Being found isn’t the only beneﬁt to claiming your listing. and they have some level of interaction with the bands that they love. Give your proﬁle a look and feel that compliments your business. While specialized proﬁles are geared toward the entertainment industry. such as Dane Cook (myspace. too. ﬁnd your business. MySpace Local Browse on over to local. There are plenty of tutorials. Bands love specialized proﬁles because they get to reach their fans in a way that means something to them. MySpace members can add your MySpace Local to their proﬁles.com/ edwardgoreyﬁlm). just to name a few. MySpace also enables its members to bookmark businesses for quick reference and to leave reviews (which can be seen on individual 49 . they can ﬁnd tour dates. “Own this business? Enhance your page!” and then go through the City Search sign up process. they get band photos. apps. go to local. will increase your visibility.myspace.
but make sure you’re clearly getting your point across when using it for business purposes. it shows up at the bottom of their screen so they can see what news people are sending out.” Expand on the details in the following paragraphs and round it up with another call to action at the end. “I want a MySpace Latte” and bam! You’re walking out with a freshly made latte for less than you’d pay for one of those artiﬁcially ﬂavored. Bulletins Mass messaging allows you to post a bulletin that will go to all your friends. These reviews can be a great source of honest feedback. Many businesses use bulletins as a way to send notiﬁcations about special events. sugar ﬁlled energy drinks. I’ll give you an example using the coffee shop theme started just a moment ago. give you the hook up. The tone you use in it should be a bit on the informal side. We’re open till 7pm. get your point across in the ﬁrst paragraph with a call to action. When using bulletins for business. but hopefully it gives you a good idea. This is also a great way to let people know you have posted things up on the MySpace classiﬁeds board. Bulletins can be fun or informative and can help build a community around your business. When using bulletins for entertainment or fun. come in and get 20% off any latte. Typically. and community interaction. We’re all friends here on MySpace and that’s why Shua’s Caffenation Station would like to give you a MySpace only offer. Tell them what you want them to do. or sales. coupons. like “Come in today for 20% off any latte” or as the late Billy Mays would say. Why are we doing this? Because we’re friends and that’s what friends do. The only catch is that you have to let us know you saw this on MySpace. be sure to make the bulletin an extension of your personality or the personality you’re establishing for 50 .proﬁles). unsolicited testimonials. Pretty simple right? Walk-in and say. Just remember that when it’s time for business to get your point across clearly. “CALL NOW. but why risk missing out on getting something delicious for cheap? Come in now and get the 20% MySpace friend discount on any latte! This is by no means the ONLY way to do it. For the rest of today. If you’re just using it to send out a fun message to help connect more to your community then do what you feel is right based on your experiences with your customers and fans (both on and ofﬂine). Use bulletins to send out various forms of communication that can beneﬁt you and your business such as surveys and questionnaires.
your business. YouTube Favorites . These polls have great looking animated ﬂash features with visually pleasing results.One of the most popular apps on MySpace.Do you use eBay to sell your products? This app will also help you use your MySpace proﬁle to sell them. Ime . But we encourage you to keep them light and creative. The polls can help you gain insight into your fans’ opinions and then you can use the information to help make customer-impacting decisions. Quizzer . then this app will help you easily customize your proﬁle to ﬁt your needs. MySpace is lean on apps with just a handful available.Post and share your favorite YouTube videos from an easy to use app on your proﬁle. iTwitter . social networks were created to connect and have fun. This is similar to the “Facebook + Twitter” app. which updates from your status.The name says it all: this app enables you to make free polls. A Basic Proﬁle HTML Editor . This is great for sharing promo/event videos. The messages will pop up on your MySpace IM server. Check Out My Auctions .First download MySpace IM (with Skype). RSS Reader . This will keep you in constant contact with anyone looking to get a hold of you.Show your most recent Twitter updates on your MySpace proﬁle.Display your most recent blog posts on your MySpace proﬁle using this simple RSS reader. Applications The apps feature on MySpace is relatively new when compared to sites like Facebook.Sync your MySpace mood status with your Twitter account. This can be tied to a promotion or can be just for fun to help attract people to your proﬁle. some of which are listed below. 51 . Your friends can IM (instant message) you from your proﬁle. Create Free Polls .If you’re not familiar with HTML. Quizzer will allow you to make custom quizzes that you can post and have people take. after all. Twitter Sync .
Fun is the key to successfully using MySpace. MySpace video. It has a lot of business potential for the creative and savvy marketer. inject a healthy dose of fun and personality into your proﬁle and you will undoubtedly get positive results. fans. MySpace’s reputation is worse than it deserves. Check for groups that are relevant to your business or to your location. • Groups! Make sure and hit some of the groups you ﬁnd on MySpace.and mediarich experience interacting with your audience. etc).MySpace Tips Here are some tips that will help keep you out of trouble and help you get the most out of your MySpace usage: • If you’re going to be representing a brand on MySpace (small business. DON’T DO IT! There are very few circumstances where you should have this stuff start playing right away. make sure to brand your proﬁle even if you have to pay to get it done. picture albums. and employees. • Fill out your entire proﬁle and keep it current with pictures. Coupling group discussions with events (digital or real life). videos. • Categorizing your friends into contacts lists will save you time. The options are there—just do it! It will make a bigger impact when people ﬁrst land on your proﬁle • Video and Audio can be set to automatically start playing when people get to your page. that are pertinent to the conversations. and help keep track of your customers. • Comments are very important! If someone takes the time to leave a comment on your page. Use it all to your beneﬁt and make it a feature. assist in your targeted marketing efforts. If your proﬁle is too boring or too corporate. There are many opportunities throughout your day where you can capture moments that deﬁne your business and share them online. Be an active member and give as much as you get from these groups. etc. If you’re a ﬁlm company or a music company. Categories will also help you ﬁgure out what to say when crafting a targeted message. 52 . friends. can help drive trafﬁc to your business. then return the favor. This is a chance to turn a customer into a fan. it is expected. it’s very obtrusive and can misrepresent your brand. Otherwise. professional service. you won’t get a great response. and updates. • Utilize everything! Bulletins.
Twitterville. It quite literally changed the way we communicate with each other and with businesses. and The Conversational Corporation Twitter is perhaps one of the fastest growing social networks on the planet having grown to over 44 million global visitors in just three years. and then people can choose whether or not they want to follow you. or to tweet a helpful link to an article you just read. spaces. What is Twitter? Twitter is the latest social media phenomenon. It’s like going on a date for the ﬁrst time: you get to brieﬂy see what the person is about. you follow him or her. punctuation) to say… something. If not. then cut the cord and be done with it. Twitter is technically a micro-blogging platform. If things go well. 53 . The concept behind Twitter is simple.“Twitter is the social media tool that lets people interact online more closely to the way they do in real life than anything that has come before it.” Twitter gives you the tool: you can tweet about what you ate for lunch. but we prefer to think about it as a global chat room where virtually anyone can communicate with one another. Twitter is a lot of fun. You have 140 characters (letters. If you like what someone has to say. Fun is vastly underrated as a business tool asset. The beauty of Twitter is that you can tweet anything you want. This is called a “tweet. If someone likes what you have to say. Oh yeah. then great! You decide to keep interacting. and this doesn’t include people that access twitter via 3rd party applications such as Twhirl or Tweetdeck. one other thing. and for good reason.” -Shel Israel Author of Naked Conversations. It is an incredibly efﬁcient business tool.
Companies that are listening to these conversations have a signiﬁcant advantage over their competitors: they have the inside scoop. to the horrible service they received at a local ice cream shop. you can see his or her updates in your Twitter stream. product development. which allow you to dissect Twitter because of this API. so to speak. but if you want a comprehensive index of almost 15. With the API. Anytime you follow someone. Small local businesses are also capitalizing on Twitter. which developers can tap into in order to create their own supplemental Twitter tools and resources. marketing. but how many people are actually on Twitter? Well. Twitter also allows you to ﬁnd interesting people to follow. one person created a tool that tweets when his plant needs water. and several websites.com and TweetStats. at the time this book was written. Kogi BBQ has garnered such a loyal following that it’s not unusual 54 . such as tweetpsych. We already talked about how various companies are using Twitter.then they follow you. you can either ﬁnd (or build) a tool that will let you use Twitter lots in imaginative ways. then check out Twibs. 2009 that Twitter had over 44. One of the great things about Twitter is that it has an “application programming interface” (API). etc. TechCrunch reported on August 3.com. Twitter is cross-departmental. For example. customer service. Why Should You Use Twitter? Here is a question to ask yourself before using Twitter (or any other social media platform) for your business: “Why do you want to use the service?” You should have a clear set of goals in mind for why and how you want to use Twitter to your advantage.000 businesses on Twitter. People that follow the Kogi BBQ on Twitter know exactly where the truck is going to be and at what time.5 million unique global visitors. Now that’s all ﬁne and dandy. com. which is an excellent resource. topics ranging from how much people hate to wait in line at the DMV. A few goals could be: • To spread content across the web • To improve customer service • To connect with other people who share your interests • To use Twitter as a sales channel • To use Twitter as a news source • To drive trafﬁc to a website • To get feedback on your products/services Twitter sees millions of discussions through tweets every day. Kogi BBQ is a taco truck that drives around to various locations and keeps in touch with customers and fans via Twitter. meaning that it can be used for PR.
if someone is considering purchasing a competitors product you have the opportunity to convince them to buy yours. which thus far has yielded well over $3 million dollars in sales. the Kogi BBQ truck has over 40. No matter what type of approach you take.” Twitter allows you to listen to and build unique relationships with your users. Currently. search your brand name. Twitter offers a very unique way for businesses and individuals to launch and/or grow a community. “There are lots of resources online and in books to help you get started but above all else. Selﬁsh Twittering gets you no where because people just won’t subscribe. Jacob had problems with his Internet a few months ago and instead of waiting on hold for 30 minutes he sent a Twitter message to a customer service representative who was able to diagnose the problem and have a tech come out to his house that very next night. be sure to spend time really listening to Twitter .000 Twitter followers and that number is expanding daily. if someone is looking for information—you have the opportunity to give it to them.search your keywords. Laura Fitton of Principal Pistachio Consulting and the author of Twitter for Dummies says it best: “If you do just two things right you can really get traction for your business using Twitter. watch what your colleagues and competitors do with it.to see massive lines at 3am with people that just want to try a Kogi taco. “You can learn a lot just by tuning in. 55 . If you sell “widgets” then you can monitor Twitter for any and all conversations that have to do with “widgets. You should use Twitter because it’s changing the way your competitors are doing business. Dell tweets exclusive offers through their Twitter account. Above all. Comcast has utilized Twitter as a customer service tool. not just as a novel tool for its own sake. make sure your tweets are more useful to your readers than they are to you. provide value. If your users are having a horrible experience you can offer them a discount on their next purchase. The other important thing is to use Twitter to accomplish something that you already know is important to your success.” when you see those conversations taking place you can jump in and begin communicating with people who are already talking about your product.
The one basic rule is don’t spam. followed by a message. Tweeting is messaging and can basically be used however you see ﬁt. Instead. You have to remember that Twitter is about creating and participating in conversations. you can copy it and send it out again to your followers.” This is one way to expand the conversational aspect of Twitter. not one-sided broadcast messages. Replies A reply is anything on Twitter that starts off with an “@” sign followed by a username. Jump in on relevant conversations and bounce around meeting as many interesting folks as you can. you might use Twitter differently. Here are the basics you need to know for getting started. or pass along links to information. treat Twitter like a giant cocktail party with folks from various industries. But don’t plagiarize! Make sure to place the symbol for retweet an “RT” in front of the @username that sent the original tweet. Either way. there are a few general things to keep in mind. Twitter @replies should be both serious and playful… people love a good laugh when it is least expected. if you want someone to see that you are mentioning them. you will fail. Your blog is fantastic. 56 . Perhaps you agree (or don’t agree) with something that they are talking about or perhaps you just want to thank them for something. For example. join conversations. “RT @unmarketing Learning to cold call better is like learning how to punch someone in the face better. However. Tweeting This is what it’s called when you send a message through twitter. @ClayBridges Great line-up of new releases! Can’t wait to download them to my Kindle! @brandonhaskins Did you know there are now bacon ﬂavored mints? Gross! Retweeting If you love a tweet that someone else posted. Here are some examples: @JoshSPeters So I hear this TwittFaced book is amazing! @JacobM Thanks for the excellent wisdom on social media. Use replies whenever you want to direct a message at someone (remembering that these are still viewable to the public). The messages can be less than or equal to 140 character and are used to give status updates. use the “@” sign.How to use Twitter Depending on what your goals are. This means that if you create a Twitter account in order to send out a barrage of links to your products.
If both people are following each other. the person’s screen name (no @ this time). Twitter Search (Formerly Summize) . then both people can direct message each other.e. Note though: if you follow someone. let’s say you’re interested in chess (like Jacob is).Direct messages Twitter also allows for direct (private) messages. For example. follow the tag and communicate with each other. so is Liberace! Hashtags (#hashtags) Once you get on to Twitter you might start seeing # tags wandering around in people’s tweets. Lady Gaga is the best! But. If you go to search. in order for you to send a direct message to someone. Twitter Search is like any other search engine. Many conferences and events will have their own hashtags (like #ORSM09 or #SMCSLC) so that people tweeting about the event can ﬁnd each other and those at home can follow along. A direct message (DM) is a message you send to someone that can only be seen by the recipient. Thankfully. They share advice. topics.com and type in #GNO you’ll see all the tweets that happen on Tuesday nights during Girls Night Out.Twitter integrated Summize into its platform to create a powerful search tool. then that person can direct message you (not vice versa). and then your message. get creative and have fun with them. Hashtags serve as a way to tag (or mark) information. Type a keyword or phrase into the search bar and you will be presented with a stream of conversations (along with the usernames) that mention your desired keyword or phrase. and just about anything else on Twitter. twitter. #GNO is an increasingly popular topic where mom’s on Twitter get together. Hashtags can be used in a variety of ways that go from organizing topics and discussions to running promotions (i. type “chess” into 57 . and even brands like Crayola get involved and give away prizes. Searching When most people ﬁrst sign up for Twitter one of the things they want to know is how to ﬁnd people to follow. between you and me. there are few tools out there that can help you ﬁnd folks to follow. use a certain hashtag to promote entries into contests). stories. tips. These are called Hashtags and they are used to help follow a conversation or discussion topic. discussions. that person must be following you. Here’s an example: D jacobm Is it true that you have a recent obsession with Lady Gaga music? D joshspeters Absolutely. Again. To send a direct message simply type in “D” followed by a space.
if you consider some of your followers to be social media experts. and provide a way to upload pictures to Twitter. but hitting the refresh button on your web browser twelve times an hour just to stay current with your Twitter conversations overwhelms you. Twitter clients are your handy solution. Twitter Clients Say you’re committed to using Twitter.net). post messages to Facebook simultaneously with your tweet. Twitter clients are third party applications (apps) that are used to interface with Twitter while not having to be on the Twitter site. For example. while others run on your computer (like Seesmic. Users are sorted based on number of followers. TweetDeck is another popular third party client that is also built on top of Adobe Air. you can follow people on Twitter who talk about something you’re interested in.the search bar and you will see who is talking about chess on Twitter. which is an Adobe application that let’s you access webbased sites. You can then create another column for co-workers or friends. and even one called Destroy Twitter. HootSuite. it’s that simple. some clients allow you to separate your followers into groups. and TweetDeck Mobile). such as Power Twitter. For example. TweetDeck.” For example. you will see a little icon on the bottom right hand corner of your toolbar. When you get new tweets they show up next to the icon and you can click on them to read and respond to them.” or “social media” folks.Slandr. Now. while not having your internet browser open. It is built on top of Adobe Air. you can create a column for them so that you can separate the social media expert tweets from the rest. There are many other Twitter clients out there. WeFollow . and then there are others that are used on mobile phones (like Tweetie. What makes TweetDeck unique is that it allows you to segment followers into columns so that you can create your own personal Twitter “dashboard. TweetDeck also has a few other great features such as the ability to update your Facebook proﬁle and connect with your Facebook friends on Twitter.A user-powered Twitter directory. or Twhirl).uk. Twhirl is one of the more popular Twitter clients. TweetDeck gives you the ability to create multiple columns that you can organize any way you like. and m. Seesmic. you can just click on or search for desired tags and then follow people that come up under that category. but Twhirl and 58 . When Twhirl is in use. TwiDroid. Some are web based (like dabr. let’s say you want to follow people on Twitter who are “entrepreneurs. WeFollow allows searches for people based on tags.co. Twitter clients are great because they allow you to do more with Twitter.
Get the word out that you are on Twitter and encourage people to follow you. Billions of people around the world have cell phones and Twitter enables all of them to connect by sending text messages to the service or utilizing a mobile app. Most of them are free and for the most part. To enable a mobile version of Twitter.). will depend on what phone you have (iPhone. Don’t focus on how many followers you have. Find people you think are interesting and initiate conversations with them. go to “settings” on your Twitter proﬁle and click on Devices) or use one of the many mobile apps.e.e. etc. website. quality not quantity is the metric for you to look at. Check out your phone/carriers app store and see what’s available. You can send text messages to Twitter and they send them on to your account. Twitter’s mobility has been a large factor in their success. • • • • 59 . this means business cards. brand. so when it comes down to it. etc) and what’s available for download. quite similar to one another. etc.312 people with only 54 followers). following 12. Try to keep a balanced mix between personal and professional tweets. email signatures. Mobile One of Twitter’s greatest strengths is the ability to use it on the go. What mobile app you can use. don’t always talk about work and don’t always talk about what you are eating for breakfast. using @replies. Put a link to your Twitter proﬁle on your marketing material. it’ll all be about what’s available to you and your personal preference. Engage in conversations that mention something relevant to you (i. Although it shouldn’t be this way. Blackberry. Make use of the many Twitter Mashups (a combining of 2 or more services) on the web to help you do everything from track stocks to measure your Twitter inﬂuence. many people won’t follow someone with an unbalanced ratio of followers to following. your industry. palm. name.TweetDeck are among the most popular. Twitter Tips • • • • Add a proﬁle photo and don’t make your background anything that looks like a giant ad. Android Handset. so be sure your ratio isn’t too high (i.
” LinkedIn allows you to create a business proﬁle (also known as an online resume) that includes your work history. introductions to potential employers (or employees). and about half the members are outside the U.S. LinkedIn is an extremely valuable resource for any careeroriented individual. in fact. LinkedIn facilitates things like job searches. and connecting you with business groups or with other professionals in your industry. education. 60 . some people call it “Facebook for the business world. from actual email marketers? LinkedIn gives you the unique opportunity to connect with other business professionals from around the world. According to LinkedIn: • LinkedIn has over 40 million members in over 200 countries and territories around the world • A new member joins LinkedIn approximately every second. and relevant experience.LinkedIn is a popular business social network. Organizations now have the ability to build business relationships with other people or companies online. In addition to being an online resume. data gathering (like asking/answering industry/network questions). LinkedIn also allows companies to create proﬁles. How would you do it? How about if you wanted to glean ideas on effective email marketing tactics. People searching for your company will be able to see a proﬁle page where they can get more information about it if you set up a proﬁle page. • Executives from every Fortune 500 company are members of LinkedIn Why should you use LinkedIn? Let’s say you wanted to get introduced to the VP of Marketing at an organization at which you’re looking to apply.
Groups Remember that whole chapter we had on Facebook? Remember the part where we talked about groups? LinkedIn also has its own groups for business professionals. you can either create your own group or invite people to it. 61 . friend. PR. reach out to your connections for introductions. you will receive high quality responses from other business professionals • Search for job postings using the LinkedIn job board • Create and build your online resume and direct it to speciﬁc people using a link • Send emails/messages to your LinkedIn connections • Find relevant business groups to connect with other business professionals • Use LinkedIn Search to look up an old colleague. you have access to post and participate in discussions. You want to put your best foot forward and be as proactive as possible. marketing. and don’t forget to help other people. or contact to see if they might know someone to whom you can connect • Get recommendations/endorsements from people that you have worked with to help boost your reputation and the chances that you will land that next job How to use LinkedIn? You have to remember that LinkedIn is a network for business people. you can also begin to form relationships with the various group members to see how you can collaborate on future projects.Here are just some of the things that LinkedIn allows you to do. Once you join a group. Make sure you have your entire proﬁle completed so that someone can visit it and understand exactly who you are. Subgroups Linkedin recently gave users the ability to create subgroups within their groups. This means that you can now segment your groups by variables. who are always looking to connect with other people. what you do. Whether you’re interested in social media. On LinkedIn. or you can browse the directory of groups to see which ones you want to join. or search engine optimization (SEO). and how you might be able to help their organization. there’s a group for you out there ﬁlled with smart. Think of LinkedIn as a virtual job fair. to get introduced to other key connections • Use the Question/Answer section to ask your business network a question. like-minded folks. so you’re going to want to keep things a little bit more professional here. answer questions you are qualiﬁed to talk about. • Leverage your existing connections.
On the tabs in LinkedIn you can see a section called “Answers. Unlike the throw-a-sheep or stab-a-vampire applications on Facebook. Applications Recently. People can rate answers and you can build up a reputation on LinkedIn as being an expert in a particular category. for example you can email your “HR subgroup” when you want to start looking for a new job or “Seeking work” subgroup when you’re looking to hire someone. Q&A This is an oftentimes. these can be used on your personal website as well as on the LinkedIn site Use the “Companies” section to see which companies you have a direct link with and then get introduced to the right person at that company Share your LinkedIn proﬁle on your other social media channels (i. you also increase your visibility. Providing answers is a simple yet effective way to increase your business exposure. but it’s also one of the most valuable. client vs. etc. Check out the LinkedIn application page for a full list of applications and what they do. in that case you might want to answer questions that other people have about supply chain management. LinkedIn only has ten useful business applications. well. to the sharing of SlideShare presentations. Subgroups are a great new functionality to help you get the most out of your LinkedIn experience. this 62 • • • . your blog. industry. The applications on LinkedIn allow everything from the creation of polls. prospect. underutilized section.) Actively participate in asking AND answering questions. This means that you can reach out and connect with speciﬁc people when you need something. Anyone on LinkedIn has the ability to ask a question about pretty much anything. LinkedIn Tips • Make the most out of your recommendations/endorsements. Let’s say you have particular knowledge of supply chain management. Facebook.e. they will see your response and your company information. etc. to the sharing of travel schedules and blogs with your network.” which allows you to browse through questions that other people are asking (or lets you ask your own). This means that the next time someone asks a question about supply chain management.such as geographic location. someone can recommend you as an expert to answer the question. Anytime someone goes to either answer or look at a question that you participated in. When you answer questions you build credibility within the community. In addition to building credibility amongst the LinkedIn community. LinkedIn added a list of applications for use on proﬁles.
Also. etc.) Use the various LinkedIn applications to share or gather information from your network.• • • • puts your name in front of a lot of people that may be looking for your expert advice/services Don’t forget to update your proﬁle with new and relevant information to keep things current (i. when you switch jobs. work on new projects. remember to put your contact information should someone want to email you directly Add or ﬁnd existing contacts on LinkedIn 63 . Popular applications include polls and WordPress (this app shows your blog in your proﬁle) Don’t forget to include a photo of yourself so people can see who you are.e.
Bebo Bebo stands for Blog Early Blog Often and was founded in 2005. collaborate. Features Bebo Music (originally Bebo Bands) . It’s been used by bands like the Jonas Brothers to gain crossover fame into other global areas like the UK. Bebo Authors (Bebo Books) . visit a slimmed down mobile version of Bebo. and to ﬁnd the voice of your audience.Authors can upload one chapter at a time and get people to review it and give them feedback. Bebo has all of the usual features of most social networks with pictures.Much like MySpace Music. Bebo Mobile . It’s truly incredible the way social networks have taken off and how people are seeing them as a more efﬁcient way to communicate. 64 . allows bands to create a proﬁle and setup their music samples online.Receive text alerts and send updates via mobile phones. it was bought by AOL for $850 million. And. etc. comments. Let’s review some of the features and explore the demographic make up of Bebo. That being said. There are social networks for just about every niche you can think of from scientists to knitters. Social networks are such a quick and easy way to ﬁnd likeminded people. But it also has some features that are more unique. we’ve compiled a list of social networks to give you an idea of how diverse the playing ﬁeld is and to highlight a couple of other popular social networks. and get to know like-minded people.There are literally millions of social networks out there. In 2008. Users can add band music favorites to their proﬁles and share music/interests with others. to get opinions of people interested in a topic.
tv. That means you can create an app to run on Bebo and with minimal to no changes you have the same app work for all the other sites that use OpenSocial and allow app submissions. It’s open to whoever wants to participate. Hi5 is translated into over twenty different languages. Plaxo. This helps compile all of your friends into one spot. and more. Application Platform . which make up over 70 million+ visits per month.Instant Messaging . 5% are site addicts. etc. Ning. the Hi5 community itself did much of the translation. YouTube. Xing. which make up 47% of the visits 41% are regulars that make up 44% of the visits 54% are casual users that make up 9% of the visits Demographic info* • • • • • • 45% of users are 12-17 (that’s almost four times the internet average) 31% are 18-34 (about normal) 60% of users are female 43% are African American (which is over ﬁve times the internet average) The average user is “less afﬂuent” and makes between $0 $60k 58% of the users have no college experience *Global stats were not available as of printing. Ustream. Skype. and more) to distribute their content and share it via the site.A platform created to help content distributors (like CBS. Monthly Trafﬁc info* • • • • Bebo has 6 million+ users. these numbers only apply to US members Hi5 This social network has over eighty million registered users in over two hundred nations. and Windows Live Messenger.Bebo uses the OpenSocial platform that is also used by other social networks like Hi5.Bebo integrated with current IM services AIM (for obvious reasons). Lifestream Platform .Receive chronological updates from all of your friends on Facebook. Bebo Open Media Platform . Delicious. Friendster. MySpace. the BBC. Companies like T-Mobile use H15 as an advertising and sponsorship 65 . Twitter. They support the OpenSocial platform and have over 2000 apps to choose from to enhance your proﬁle.
second level friends (the friends of your friends). Privacy . and your third level friends (friends of your friend’s friend. which includes a huge Hispanic user base.. Hi5 has all of the basic features with a few interesting additions to help it’s members stay active and connected.Hi5 acquired a virtual chat client (PixVerse) a while back so it’s members have ‘chat’ immersed and engaged. Features Apps . especially in Spain • • • • • Demographic information • 55% of the users are male 66 . but the most unique.000 from the US.platform. The way Hi5 deﬁnes your network is with “Friendship Levels”: ﬁrst level friends (the ones you are directly friends with). yeah)..2 US) showing a high level of activity 12% of the users are considered to be site addicts and create 73% of the visits 51% are regulars who make 24% of the visits 37% are casual users who make up on 3% of the visits On a daily scale Hi5 sees about 7.7 million people go to Hi5 each month (3.7 million in the US) • Those people make over 634 million visits (31.7 million in the US).One really cool thing Hi5 has done is integrated with WidgetBox (online widget and app creation) to allow full use of its network and for apps available on WidgetBox to work on Hi5. It also has regular Instant Messaging options that run on site and in the browser like Facebook chat.5 Billion page views per month globally (over 950 million in the US) The average global user visits 27. So this is like a 1/2 private option that keeps you within a certain circle. Hi5 is very popular in Latin America. people don’t need to have Hi5 accounts just to talk to their friends.There are several privacy options available. but also makes you discoverable in ways that can be traced back to a source. Since PixVerse can be used on many different platforms. This has added tons of new functionality for its members. is the ability to make your proﬁle only available for viewing by people within your network.6 pages each visit (30. Monthly Trafﬁc information • 48. across the platform. which results in over 17. Messaging .4 million global visits with only 442.
Clubs . Video . it’s a place where you can “read. research. even if it’s just to get some ideas. students. or search for a speciﬁc author by name. buy. publishers. published and aspiring writers. book clubs.Proﬁles have typical features.• • • • 49% 53% 48% 67% are 18-34 yrs old (1. students. It’s deﬁnitely worth a look. you must sign-up for this option. There are a lot of great videos that people have put together to promote themselves and their books. but as you can imagine.Create videos and upload them to your proﬁle. to the President of The United States himself (joined when he was on the campaign trail).RedRoom sends out newsletter with information about the site. etc.Instead of groups. and more. This keeps you up to date on the community at large. Many writers host their blogs on RedRoom. changes. (By the time you read this. and other literary industry professionals.7 times the internet average) are Hispanic (7. targeted audience. they have clubs. amateur authors. and connect with other avid readers. They have a wide range of authors on the site from amateur authors looking for a publisher. agents. 67 . manage content. researchers. Proﬁles . but also contain tools to help out a variety of people like published authors. new authors. they are all centered on literary topics. socialize. which helps them reach a built in. create. But. and to an extent their fans. we might be on there also!) It’s a great resource for those in the literary ﬁeld or for those who just love to read.” You can discover authors based on their content. According to the site. RedRoom is also discoverable by Google so the information on this network can still be found outside of the site. Features Newsletter .5 times the internet average) the household income is $0-$30k have never been to college RedRoom This niche social network caters to authors. They serve the same purpose. The community is centered on the literary world. publishers.
video. The main feature of Ning is the ability to use the Ning platform to make your own social networks. but shows the more mature group within this network ** All the income brackets are relatively similar with 26% making $60-100k. 24% are 50+ This close of a grouping is a bit unusual. author of the book Tribes. Currently. This site can be used to ﬁnd or create targeted niche networks. Ning Ning is the social network made up of other social networks.Every Ning network has the ability to have all of the usual social networking features in the proﬁle like blogs. etc. and RSS support. 68 . mature member. chat. groups. email.000 in the US) Less than 1% are site addicts.000 in the US) 134. 26% making $30-60k. Ning is hosting over a million niche social networks that cover everything from Smashing Pumpkins to exclusive and professional networks created by people like Seth Godin. and 21% making $0-30k ***20% are grad school level educated.000 visits per month (97. or if you know your way around cascading style sheets (CSS) code. This site attracts a more afﬂuent. you can completely customize your network look. This is unusually high. which make up only 3% of the trafﬁc 19% are regulars who make up 42% of visits 81% are casual users who make up 55% of the visits Demographic information • • • • • Male and female mix is almost split with 49% male and 51% female 39% are 35-49 yrs old* 79% are Caucasian (which is about normal for the internet average) 27% make/are in households that make $100k+** 46% have some form of college education below grad school level*** *26% are 18-34. messaging. music.000 in the US) 407. These networks start with basic themes that you can apply.000 monthly visitors (63. college-educated. based on the content of this niche it’s not surprising. which makes it different in its membership. and a combined 66% are college educated. Content – You can add pictures.000 page views (300. Features Proﬁles . events.Monthly trafﬁc information • • • • • • Over 91. However.
And this number continues to grow at an incredible rate. games. This is good news for anyone wanting to target a niche in this area *Global stats were not available. you make a mini-you. ﬁlled with furniture. So instead of making a proﬁle with a picture.Each room should be a unique place. these numbers only apply to US members Habbo This is one of the most popular virtual world based social networks out there. In addition. Then your avatar walks around and interacts with other members. in which to hang out and see your friends. and other items.Each avatar can be customized to represent you.3 million US visits per month 2% are site addicts that make up 36% of the visits 34% are regulars which make up 47% of the visits 64% are casual users which makes up only 17% of the visits Demographic info* • • • • • • 54% are female 37% are 35-49 yrs old 62% Caucasian (24% are African American) 29% make $30-60k 43% have non graduate level college education (16% are graduate level) Ning users seem to be fairly middle class in the US. When going to Habbo. Each Habbo user maintains a room. While there is not much in the way of brand representation available. There are hundreds of options to choose from (some paid.Ning uses the OpenSocial platform for apps so they can be created easily or chosen from the list of apps available to Ning users. you can create an avatar (a digital representation of you). Features Avatars . Since Habbo’s creation in 2001. Monthly Trafﬁc Info* • • • • • 7. over 100 million Habbo avatars have been virtually born.7 million US visitors 46. which result in thousands upon thousands of possibilities. there are opportunities for advertising on billboards in the virtual world and sponsoring Habbo events. Customization is possible.Apps . some free). there are many public 69 . you can buy stuff to put in a room using real money. Rooms .
where over 75% of users live. In Southeast Asia.Watch movies made by other Habbos. 70 . and more. American Idol contests. Events .3 million people who visit the site (452.2 million US) This generates over 30.Chat is done “face-to-face” in one of the Habbo rooms.6 million US) 3% are site addicts that make up 47% of the trafﬁc 42% are regulars that make up 42% of the trafﬁc 55% are casual users that make up 11% of the visits Demographic information • • • • • 64% 45% 48% 35% 64% are female 12-17 age range (29% 3-11 age range) are Caucasian (21% African-American) are in homes that make $60-$100k* have no college education *30% are $0-30k and 29% are $30-60k Friendster Friendster is one of the original social networks with over 100 million members. Friendster gets more unique visitors each month in every age range than any other social network. Friendster pioneered many of the common features of social networks. This change also allowed companies to run their apps in both locations and spread their presence. WCW wrestling has held Habbo versions of their matches on the site. it’s not hard to ﬁnd them. Habbo dance competitions.6 million page views (16. Monthly trafﬁc information • • • • • • Globally there are over 1. In late 2008. they adopted the Facebook application platform to enable the power of Facebook’s app structure on their own site. so if you want to go talk to them.This is where Habbo gets really interesting. Personal rooms can be made either public or private to manage your interactions.000 in the US) They are responsible for over 6. Friendster is a great to use if you’re trying to work in Asia. And it’s still growing strong. You can always see where your friends are.3 million visits per month (3. They regularly hold live events in the virtual world that correspond with real world events. this annual competition generates over a million submissions every year.rooms with arcades and other themes that you can use along with the personal rooms. especially in Asia. Habbowood . Chat .
Malaysia. etc. However. 26% $30-60k. Military members can register for the units they served in and schools they attended. Then.Features Platforms . And not just high school. keep it updated with info that others can subscribe to.Like most other social networks.1 million US) 6% are site addicts with 53% of the visits (US) 46% are regulars with 40% of the visits (US) 48% are casual users with 7% of the visits (US) Demographic information * • • • • • • • 50/50 split in gender 75% are Asian 52% male (US) 50% Asian (US) 58% 18-34 (US) 27% make $100k+ a year (US)** 54% have some college education (US) * Not all global stats were available. as stated on Friendster’s website it will be available in more areas “soon. Classmates supports over 50 million members (with 3. like totally! It’s true. Friendster’s mobile site gives you basic functionality. 22% $0-30k. However. 71 .) when setting it up.” Monthly Trafﬁc Information* • • • • • Over 16 billion page views per month Over 23. You can choose from over forty entities (band. company. Indonesia and the Philippines.These are much like Facebook’s Fan Pages and serve a similar purpose. (US) means it applies to US members only ** The break downs are very close in this one. Mobile . 25% $60-100k Classmates This site is so high school.Friendster is the ﬁrst social network to adopt both the OpenSocial and Facebook platforms for app development. This gives developers a lot of leeway when making their apps and also makes it so developers can import their app from any of the other large social networks and have it work on Friendster with minimal to no changes. the Systems Management Server (SMS) updates feature is only available in Singapore. It’s school all over again. Classmates can register for all schools they attended from elementary up through college.8 million being paid accounts) linked together by their schools. Fan Proﬁles .1 million unique visitors a month in Southeast Asia alone (2.
It is also a great way to ﬁnd new books to read from other members’ lists. books. organize events with them. These features include creating discussion groups. and being able to send/receive messages from other members.8 million are responsible for 38. The site can be viewed when you’re just a free account holder. and the books you want to share. Features The features that make this site truly usable are only available to paid members. You never know how an old connection can spark new opportunities. LibraryThing members have cataloged over 37 million books so far and have a community of people who love sharing and talking about books. the books you read. Monthly Trafﬁc Information* • • • • • Approximately 8. set up shop anyway and start connecting. or message each other. setting up reunions. and provide a means of communication. online place to hang out. Now. This niche network is all about the books you own. Features The main feature of LibraryThing is the ability to create your list of books and share it with others. but in order to connect with. while this isn’t really a place built for a brand. 72 .8 million unique visitors Those 8. plan. if you have anything to do with collecting or selling books this might be a good.6 million visits Less than 1% are site addicts and generate 8% of the visits 37% are regulars who make 64% of the visits 63% are casual users who make 28% of the visits Demographic information* • • • • • 55% of Classmates users are females 35% are 50+ (33% 35-49) so the site deﬁnitely draws a much older group 84% are Caucasian 28% make $60-$100k 50% have no college *estimated: Only US info was available LibraryThing Books. Your booklist is the main mechanism for ﬁnding friends based on similar books read.Classmates is a digital yearbook used to keep up with your classmates. and even more books. So. you need to be a paid member.
and the other type of collection is the one you can create for your own viewing pleasure.The forum provides a place for the community to come together and discuss what’s on their minds. artists can upload high quality images of their work to the site and setup print options. Features Gallery . and sends it to the purchaser. Collections work two ways: one type of collection the artist sets up. They even have an iPhone version. and more use DeviantArt as a way to connect and discover new talent. The galleries at DeviantArt are all about the artwork.1 million pages viewed Less than 1% is website addicts responsible for 13% of the visits 9% are regulars responsible for 24% of the visits 91% are casual users who make 63% of the visits Demographic information* • • • • • 52% 33% 79% 29% 68% are female members are ages18-34 (32% are ages 35-49) are Caucasian members make $60-$100k (81% total make above $30k) have been to college (26% graduate school) * estimated: Only US info was available DeviantArt Professional artists. Forum .Monthly Trafﬁc Information* • • • • • 811. these galleries don’t revolve around people and their friends. Galleries can be organized into collections. Shop . With a premium account. It provides unique opportunities for people to show off their talents and make money at the same time. galleries. This art-oriented community has grown over the last several years. but also a great way to ﬁnd artists that may ﬁt a particular project you have in mind. This is how artists make money using DeviantArt. The navigation is easy and allows you to drill down to speciﬁc types of art. DeviantArt takes a percentage of the sale.000 site visits 1. This site is not only a great way to connect with artists directly.Where you can get either DeviantArt-branded stuff or prints made of artwork you like. 73 . to just sharing some thumbnails of recent art for fellow artists to critique.Unlike most other social networks. This can be anything from news within speciﬁc art styles. prints the artwork. amateur artists.
give advice. This is an unusual marketing opportunity and has been used by companies like Unilever. and Disney. ﬁnd information. This information helps you judge how the artist is perceived in their ﬁeld. It allows them to get together.This is a feature that allows you to see the popularity of an artist.Stats .7 million page views Global (non-US) 1. Monthly Trafﬁc Info • • • • • Globally gets over 332 million visitors each month Generating 1. CafeMom Plus is a feature that allows advertising on the CafeMom site. CafeMom is a great place for mothers to be encouraged by their peers and to reduce the isolation and loneliness that is often associated with motherhood.06 billion page views every month 4% are site addicts responsible for 53% of the visits 4% are regulars who generate 38% of the trafﬁc 52% are casual users who only make up 9% of the trafﬁc Demographic info • • • • • 52% 36% 73% 31% 53% are female are 18-34 years of age are Caucasian make $0-$30k a year have no college education CafeMom CafeMom is basically MySpace for mothers. 73 million page views in the US 74.38 million visitors Global (non-US) 74 . and BabySpot.26 million visitors US 1. etc. KidMondo. It is connected to over a dozen other related sites including BettyConﬁdential. Right on the front page of their proﬁle is a section that shows you various statistics like: how many works they’ve posted and how many page views they’ve received. Features CafeMom has all of the standard features of other social networking sites with one additional stand out feature. make friends. JC Penney. Monthly Trafﬁc Information • • • • These statistics from Quantcast are quite interesting because the US and Global (non-US) numbers are very close.
000 members. Features Being a Ning-made social network. pay for more advanced features) and is quite a bit like Twitter. Looking through the members. It’s meant for internal corporate communications and interaction. it has all of the usual features. we found that it indeed looks like it’s 100% male. The site says it’s exclusively for Dads and is a monitored network. and doesn’t interface with the “outside world”. but for internal use. So if you’re looking to talk to a group of Dads. This allows a one-to-many type of broadcast and discussion that can be utilized even if you’re all in different states. Yammer Yammer is a social network that you can use to gain insight and foster communication and community around your brand internally.• • • 2% are site addicts making 40% of the visits 39% are regulars making 46% of the visits 59% are casual users making 14% of the visits Demographic information • • • • • 61% are female (it is surprising how many males are on a site designed for moms) 44% are 18-34 year olds 82% are Caucasian 40% make $30-60k per year 53% have no college education DadDaily Since we covered a site for Moms. here’s where you can ﬁnd a diverse group. Essentially Yammer is Twitter. Features Main feed . here is one for Dads.When you ﬁrst enter the stream (after quickly and easily creating your private channel). DadDaily has close to 1. there was no additional trafﬁc and demographic data for DadDaily. This network was the ﬁrst one to pop up on a Google Search for “social network for dads” and it was built using Ning. 75 . Anyone can post anything to it and it’s not character-limited. Yammer is a freemium site (free for basic. but has some key features that set it apart and make it a great solution for internal communications and networking. you’ll see that the main feed is just one big public discussion within your company. Unfortunately.
You have a Twitter-like tool that separates your conversations. Real bands hold concerts in Second Life and real companies like Dell create their own islands where they provide information and activities for visitors. We’d love to give you a whole bunch of stats about it. And unlike email.Creating private groups is the major value of this network. Second Life Second Life is exactly what its name implies: it’s a virtual world where you can create an online life and actually make money doing it! Real money you can put in the bank. There is unlimited potential for creative people and companies to grow and expand their brand in both the real and virtual worlds. This is good for a supervisor to help monitor their workers and for an employee to see their manager’s updates and easily weed them out.Groups . you get instant feedback and everyone can see what everyone else is saying. Private Messaging . There are people who create goods or provide services “in game.. which facilitates the reaching of consensus sooner. administer groups. thus. right? Admin . Follow .” which they exchange for real money. yet keeps everyone everywhere connected. or develop a product for people to buy.Just like on Twitter you can follow other people and see their updates. For example. and more.. 76 . You can set up a shop. making Yammer’s potential even more powerful as an internal business communication and networking tool. architects create buildings and designers create clothing for the virtual world. It allows you to create separate groups for various departments so that more sensitive or direct conversations can happen. Now your reasons for weeding them out are your own. but Josh contacted Yammer and they assured him it’s coming. Second Life is whatever you want to make of it. but we’d like to thinks it’s so you can stay on top of changes in the ofﬁce. you get Admin tools to easily add or remove people. demographics or other analyzable data.Private one-on-one messaging within Yammer doesn’t exist as of this writing.If you purchase a full package through Yammer. provide a service. but the very private nature of this platform doesn’t allow us to look at usage.
5 million visitors US 6. setup a shop. new blog postings. changes.53 million visitors Global non-US 4% are site addicts who make up 51% of trafﬁc 43% are regulars who make 39% of the trafﬁc 53% casual users who make 10% of the trafﬁc Demographic info • • • • • 52% 30% 74% 30% 48% are female are 18-34 years old are Caucasian make $0-$30. It is much like real life. tweets. Many people have called it a “Twitter killer. Many education. etc. You can search out groups participating in Second Life to connect with and be a part of their missions. get a house. FriendFeed was created by former Google employees and is gaining popularity rapidly. shopping. you roam around talking. Everything is “in game. and sporting entities maintain a presence in Second Life and use that as a way for people to attend events or interact with them. and in August 2009 was purchased by Facebook for an undisclosed amount.” and It has all the features of Twitter without many of the restrictions. Facebook updates.The biggest thing people love about FriendFeed is that they can add a friend and get all their updates.000 a year have no college experience FriendFeed FriendFeed is part life stream. Companies like Pepsi. After creating your avatar. Monthly Trafﬁc Info • • • • • • • 16 million page views US 38. or attending events and meetings. but can easily turn into a giant ﬁre hose of information very quickly.28 million page views Global non-US 2.Features Second Life does not contain the same types of features that other social media networks utilize. and 77 . Features Content Aggregation . Many people use FriendFeed in conjunction with Twitter and actually do their Twitter updates from within the FriendFeed system. religious.” You can buy land. government. created sponsored rooms within the system to gather info and talk about events. You’re only bound by your imagination. or do whatever you want to do in order to connect. and part discussion forum.
Rooms .000 page views 241. keeping the conversation separate. because if you miss something. you can post your thoughts.000 visitors Less than 1% are website addicts and create less than 1% of the trafﬁc 5% are regulars creating 17% of the trafﬁc 95% are casual users making 83% of the trafﬁc Demographic information* • • • • • 55% 51% 62% 32% 45% are male are 18-34 years old are Caucasian make $30-$60k annually have some college education *Only US estimated data available Yelp! In 2004. your fellow competitive tap dancers can join your room and discuss what moves you want to try at the next competition. you can easily see what others said in the whole conversation. This is helpful in keeping up with multiple conversations.Much like Twitter. You can read/ create a review about the doctor that just diagnosed you or about that fantastic hotel you just visited in Miami. So why is Yelp valuable to you? It gives your organization the 78 . Monthly Trafﬁc Information* • • • • • 301. This feature makes it easy to connect with someone on multiple levels. therefore. Yelp also has a mobile version that you can access via your smartphone. Instead.This is a lot like groups. this site was created to help people ﬁnd local businesses such as dentists and mechanics. Chatting . then people can comment on what you sent out and start a threaded discussion that everyone can see. You can create rooms to partition info so as not to “pollute” your main stream with musings about what you and your competitive tap dance team are planning. At its core.other social media activities. Yelp is one of the world’s largest review sites for products and services throughout the United States. Now. You can also use Yelp to ﬁnd special offers or events in your area. over 5 years later this same site has grown to one of the world’s largest review sites with over 22 million visitors on a monthly basis.
Get contact and location information directly from Yelp. Consumers can connect with and interact with other consumers and businesses. Consumers can research an organization. Monthly Trafﬁc Info * • • • • • 7. or service. if you’re thinking of visiting Chicago and need a hotel you can check out Yelp and compare reviews for the best hotel. Consumers can write honest reviews of organizations that offer products or services. but if a hotel isn’t on there then they have no hope of getting your business.5 million visits Less than 1% are website addicts that make up less than 1% of the visits 14% are regulars that make up 31% of the visits 86% are casual users that make up 69% of the visits Demographic info* • • • • • • 54% are female 41% are 18-34 year olds 37% are 35-49 year olds 64% are Caucasian 33% make $100. nonproﬁts and businesses working toward a just and sustainable world. Find local events in your area that you can attend. well according to their site “WiserEarth is a free online community space connecting the people.chance to be visible to a consumer that may be looking to purchase your product or service. Yelp allows you as the business owner to interact directly with people that are engaging with you. Ability for users to access Yelp.000 or more a year 47% have some form of college education below graduate school level *Numbers are for the US only WiserEarth This niche network has about 20. Features • • • • • • • Free account for business owners or managers to connect with their customers and share photos and special offers. How are they doing this you might ask.” 79 .4 million visitors 9.000 users and is geared toward making the world a better place. Yelp is mainly designed for any organization that has some sort of a physical presence.com via a mobile device to ﬁnd local businesses or special offers in their area. product. For example. before making purchase decisions.
While WiserEarth has not made a big splash in the social-network sphere, it is a fantastic example of a niche network that serves a need. It serves as a gathering place for people who are passionate and dedicated about environmental responsibility. They even keep up a list of environmentally responsible organizations around the world which is maintained by the users. This is again a site we’d love to give you stats on, but it’s such a small network that none of the stats companies have started tracking it yet. Most niche networks are small; but their members are usually going to be there with a purpose. Marketing to niche groups is easy if you, your brand, or product/service ﬁt in the niche. But, it is also harder because you really need to be passionate and dedicated to the conversation and topic of the group as a real member. Don’t get caught faking dedication to a cause or you’ll be called out. You can only fake passion for so long, especially if your deeds don’t match up with your words (i.e. you say “we’re green”, but don’t even recycle) you will get caught. As we illustrated earlier getting caught doing something like that can have serious negative impacts on your brand. Niche networks, social networks, and communication methods... we’ve only scratched the surface. There are so many social networks with dozens more sprouting up daily that it’s nearly impossible to catalogue them. When dealing with networks, just remember to start with the larger networks by sharing your company, what you do, whom you serve, and what your goals are for the company and your clients. Then, ﬁnd smaller niche networks that may also work for you.
When Josh told his dad to read a blog post he wrote, his dad’s response was, “Why do I need to read your journal?” The conversation happened while he was talking about how to drive trafﬁc to his dad’s new Internet business (a security solutions store with home and personal security equipment). Josh told him to read a blog post he wrote about basic SEO information. Josh and his dad continued talking about different Internet marketing tactics his dad could use, but every time Josh brought up blogs his dad became hesitant because he associated the term meaning an online journal. Finally, Josh pointed something out: his dad reads blogs and didn’t even know it. Today, blogs are the new websites. There are blogs out there like Mashable, TechCrunch, ZDNet, and Life Hacker that get millions of visitors looking for information. These sites evolved over the years to become pillars of information in their respective niches. But under it all, they are still blogs. Josh runs a blog (shuaism.com) and Jacob runs one (jmorganmarketing.com). Blogs serve to dish up useful data bytes in the process of educating and engaging our communities. Our blogs are used to create our voices online, drive customers, and position ourselves in our niche. The best part of a blog is that it’s a great way to get picked up by a search engine for terms relevant to you and your business Blogs also offer something that traditional websites can’t: a unique perspective on information with fresh and valuable content, hopefully. A traditional site doesn’t give you the freedom and ﬂexibility to interact with your visitors; a blog does. A blog can also act as a valuable lead generation platform. A few months ago Jacob wrote a post for CenterNetworks, where he asked Lee Odden how his blog is helping with business development. According to Odden, the Online Marketing Blog generates a weekly average of: • four ad inquiries • one-two speaking requests • one media inquiry • four-ﬁve leads As Odden succinctly puts it, “If the company has something to say, then a blog is a great tool for them. And if they don’t have something
to say, then they have other business issues to deal with.” Static web pages, or pages whose content remains relatively unchanged or non-interactive (between visitors and those that run the site) are so 1999. Users want more, expect more, and darn it they deserve more. When it comes to blogging, there are a lot of options available and things to consider: hosted versus installed, internal versus external, personal versus professional, etc. And there are pros and cons to each option. Let’s discuss them and help you make the decision that is right for you.
What is a blog?
A blog is nothing more than a way to express your thoughts and feelings or to disseminate information through an efﬁcient, easy to use content management system. Typically, this is done through text, with someone in your company writing an article between one and ﬁve times a week. Topics can range from: what’s going on inside your company to news on your products and services. Some companies have embraced blogs as ways to give out helpful advice about their niche to consumers. For instance, Zappos has thirteen ofﬁcial company blogs that cover topics from fashion to health and ﬁtness; from what’s going on at the company to the corporate philosophies, and customer service. In its simplest form, a blog is an extension of a company. Examples of popular blogging platforms include WordPress, Typepad, and Blogger.
Why should you use a blog?
A blog is an easy way to give information to people who want it. Instead of having your web guy make a new page every time you have an announcement, you can just sign in, type it up, hit publish, and there it is. Blogs are easy to use and many companies have someone on staff that, as part of their job (if not entirely their job), keeps up the blog(s) that the company maintains. Blogs are seen as a more open, honest form of communication between a company and customers. When blogs incorporate information that is not strictly company-based, customers perceive an extra value. Using some basic SEO strategies (for more on this topic, see chapter twelve), make sure the search engines are able to index your blog. The best way to make sure that your SEO efforts are paying off is to do searches for your website to see where you rank for your brand, your website name, or for your targeted keywords. Overtime if you’re doing SEO properly you should see your rankings increase on all fronts. This can help drive trafﬁc to your website. If there are terms for which
you want to competitively rank on search engine result listings, your blogging activity will help to associate your name with those terms. Another strategy is getting people to link to your blog, to increase the website rankings in the search results. People will link and share good content, which will help spread your brand. That is why good content is important. With proper use of internal linking, a blog can be added as part of your sales funnel. That makes the blog a huge asset to not only the marketing and PR teams, but to your sales and executive teams as well. As mentioned, your blog can be used to help engage your community and address customer service issues, but it can also be a corporate lifeline in a time of crisis. In late 2008, Motrin released an ad on their site that offended many Mom’s because it likened having a baby sling to a fashion accessory. It caused a huge online debacle and people ﬂocked to the site looking for a response from the company. It took them several days to respond. If they had maintained a blog with a dedicated blogger on the team, they could have had a statement from the CEO, VP of customer service, PR consultant or another relevant staffer, within minutes. A blog could have become a positive focal point of the communication process; instead Motrin’s image took a hit. Increasingly, when people are looking into a company and seeing what they are all about, consumers start looking for a company’s blog to see what they have been saying. Which also means, the blog needs to be kept up! Otherwise, people will see the lack of effort and lack of communication as a bad sign. The good thing is that there are plenty of freelance bloggers out there who write customized posts for anywhere between $20$200+ per post. So, for around $100 a week, you can have a dedicated blogger. (The price just depends on their skill level and what you have in mind for your blog.)
How to use a blog
How you use a blog depends on your goals and what you wish to accomplish with it. An example of a few goals can be: • To establish yourself as a leader in a particular ﬁeld/industry • To help drive sales for a particular product • To help get more leads for a particular service such as consulting • To share information/news with employees, investors, or anyone else that is interested in your company Once your goals are determined, you can move on to the execution. Decisions must be made regarding which platform to use, design style, and comment engine is right for you. Until you get to that point, let’s go over some considering factors.
However. digitally “housed”.com. You can easily your own 84 . you’re limited on the design look and feel of the blog and the URL will be something like MyBlog. Internal blogs are a fast and effective tool. and Blogger. managers or other employees can easily address questions brought up in internal blog comments. can bring new levels of effective communication and productivity to your company. and others. It is hosted. but provides low customization.Internal Blog An internal blog is an excellent tool to keep everyone in the company on the same page. like many of the previous examples. and more. are those set up for the world to interact with. External Blog External blogs. It’s a great way to let people know of policy changes. TypePad. At the end of last year. on their servers. This “group answering system” strategy minimizes the time needed to address questions. and some even offer more comprehensive and customizable blogging solutions if you’re willing to pay a premium monthly price.WordPress. Technorati was tracking over 133 million separate blog registrations. which is explained later in this chapter. With a hosted blog. It requires the installation of a blogging platform on a server. product changes. These blogs are ideal when you want to have more communication with your customers and integration with your sales funnel. These types of blogs are becoming incredibly more common. Easy long-term referencing and comment enabling allow immediate feedback versus emailing systems that leave a massive amount of replies through which to wade. though most hosts now have one click installs for WordPress. This type of setup is as customizable as you want it to be. Installed Installed blog hosting can be a bit more complicated. that when coupled with other internal communication tools (like Yammer which was covered in the previous chapter). Hosted A hosted blogging platform is one where you sign up for a blog at a company like WordPress. sometimes you can setup a custom domain name so that your blog will show up as MyBlog. The best option when using an internal blog is to use an installed version. Hosted blogs require little maintenance. Drupal.com. Many times. This style of blogging is a low barrier of entry solution. These blogs cover everything from personal lives to business and professional information.
If you have someone in your company who is handy with CSS or know a web designer who is. which leaves you with much more control. Currently. social bookmarking. Plug-ins Google Analytics . If you decide to use WordPress. the most popular is WordPress. and more.Sitemaps can be a big pain in the butt to create.This plug-in will help you get Google Analytics setup and running on your blog in no time at all.This plug-in will make it so that your blog posts can easily be shared with everyone. This plug-in takes all the hassle out of sitemaps and creates them automatically. It also has various ways to display your tweets on your site to add more Twitter functionality to your site.With mobile browsing on the rise it’s becoming more and more important to have a mobile friendly version of your blog. There are thousands of free ones available and many more that can be purchased. There are blog options out there and for the most part it comes down to personal preference. WordPress has thousands upon thousands of plugins to add functionality to your blog with new ones being made all the time. Disqus will not only add comments made on your blog to it’s network. ShareThis . how you use your blog(s) all depend(s) on your goals. TweetSuite . Sitemap Generator . there are several extremely helpful plug-ins that you’ll want to check out. WordPress has both installed and hosted options. but they are vitally important for search engines. Once you deﬁne those goals.This plug-in fully integrates Twitter into your blog making it easy for people to tweet your blog/posts. Remember.domain name. lining via IM clients. WordPress is the most ﬂexible of all blogging platforms. WordPress Mobile Edition . It adds in functionality for emailing. Disqus – This is easily one of the most powerful comment clients out there. and in our opinion. you can get a completely customized look for your blog. We both use an installed WordPress solution. 85 . it’s easy to deﬁne your blogging platform solution. This plug-in and theme combo will help you do that easily. but also will pick up comments made about your blog from around the web and put them in the comments section. The same thing goes for themes.
then it’s a good idea to have a place where you can actually own the content and the brand. For more information on the categories.com to get answers. SxC. Use your own voice for your blog. and others won’t agree. and add more value to anything stated in your blog post. make sure you link to them from your blog so that people know where else they can connect with you. if you’re just getting started. If you’re serious about getting started with a blog. Seriously consider hosting your own blog instead of having someone else host it for you (this means get your own domain such as MyBlog. it takes some time to build up a readership. Don’t get discouraged if you don’t see massive visitor growth right away. just because an image is online. Remember that some people are going to agree with what you have to say. WordPress. There’s nothing wrong with that. In fact. This is where you can make connections. but as your site begins to get online traction you should consider having a graphic or web designer create a custom WordPress theme for you.com). Engage people in your comments. You may want to start with one of the free templates. • • • • • • • 86 . There are also tons of stock image galleries like iStockPhoto. Download and customize your favorite.com. doesn’t mean you can use it. especially for WordPress. and FotoSearch that have great images at low prices that you can use however you wish. look to see what its Creative Commons license is and if you can use it. Be careful though. you don’t have to censor yourself or sugar coat the information—it’s your blog and your thoughts/ideas.Blogging Tips: • Typically you want to write in your blog two or more times a week to keep content fresh and audiences entertained and educated. And if you’re using something from Flickr or a similar service. as opposed to something like MyBlog. you may even want to consider blogging on a more regular basis so that you can get your content out on the Web. clarify points. We can’t all agree on everything. go to CreativeCommons. There are several free blogging templates out there that you can use. If you are using other social media platforms on the web. (To ﬁnd these. Watch for copyrights. go to Google and type in “WordPress themes” or “WordPress templates”). Adding pictures to your blog posts helps people make a better connection with the content.
This helps the blog author stay on top of the discussion. Disqus. and modules to build out the conversations. The digital nomads of the web generation looked at comments and said. so has the technology behind commenting. and BackType. These companies make comments more than just the end of a blog post. We’re going to highlight a few plug-ins crucial to keeping up with comments. “lame. One of our favorite comment tools is the ability to subscribe to comments. UberVu.One of the most important plug-ins out there (and comes default with all new WordPress installs). which resulted in companies like IntenseDebate. comments were just a nice little thing at the end of the blog where people could continue the conversation and create social dialogue. Plug-ins Akismet . but as blogging has enhanced and changed. new tools to discover content. just to give you an idea. Even blogging engines like WordPress—which acquired IntenseDebate in 2008—build in more options. Originally. Not to mention that if you just browse a handful of blogs and read the comments. you’ll see why some people might need a guide to a bit of etiquette and effective commenting (spend ten minutes on YouTube and you’ll know what I mean). WordPress has over a hundred plug-ins that help change the way people interact with the comments on sites. Nope. That wasn’t good enough. or RSS alerts when new comments are posted. “We eat Facebook and crap Twitter” (if Rocky were a blogger that is).” This cry reached the ears of developers. get email alerts. It helps keep 87 .You wouldn’t think that comments need a chapter all their own. the back and forth conversation that made blogs so popular in the ﬁrst place. To quote Rocky Balboa’s coach Mickey. there is a new web generation that spans multiple age groups. The software they develop contains interaction capabilities.
shoves spammers and ﬂammers (people who just start internet ﬁghts for the heck of it) to the bottom where they belong Bannage .Allows users to vote comments up and down based on their value to the conversation. or IP address Show Top Commenters . Blogllow . Many of the other blogging engines out there have the same features or have ways to enable them. The reason we reference WordPress so much is because it’s what we use and is what a good portion of the blogging community uses.Ban people from commenting based on their name. There are well over a hundred others that do everything from adding custom smileys to the posts.Adds a sidebar that shows your most commented on posts Comment Karma . etc. 88 . like in an email) for people to express how they really feel.This plug-in asks commentators to answer simple arithmetic questions before their comment gets published.Displays an excerpt from the commentator’s last blog post at the end of their comment WP-NoSh*t .Adds a side bar that shows the people who comment most on your blog Subscribe to Comments .The name says it all and your users can get email notiﬁcations of comment updates That’s just a quick short list. to turning your comment section into a full rich text editor (lets you richly edit the text by changing colors.your comments free from spam Did You Pass Math? .The commenting equivalent of commentators having their Mom wash their mouths out with soap (removes “bad” words which can be pre-set or user deﬁned) WP-Most Commented Posts . This helps keep spam bots out of your comments section. Spam bots are little programmed robots that visit your site and leave irrelevant (and oftentimes) nonsensical spam messages in your comments section in hopes of driving trafﬁc back to a particular website. email address. fonts.
The site itself is used as a reputation management tool. but the 89 . This helps keep you engaged in the conversation no matter what direction the conversation heads on the web. Commentators can make proﬁles with their pictures. You can add reputation scores to see what other people think of that commenter. purchased IntenseDebate in 2008. Automattic. reactions. UberVu takes comments. IntenseDebate helps build a more interactive community around your blog and its comments by adding simple social networking features (we told you there was a social network for everything). If Simone talks about your blog and links to it on Twitter. This is not only an incredibly powerful tool to manage your comments. Not only does Disqus have all the features listed under IntenseDebate. The draw to UberVu is that it not only picks up the story.New commenting technologies IntenseDebate As mentioned before. It has comment subscription options and Twitter integration. It also helps people ﬁnd new content and blogs through its network and there are new features added all the time. This means your blog commenting no longer has to take place on your blog. This is what powers the Disqus social commenting options. IntenseDebate is a commenting platform that connects to your blogging platform and adds a ton of features to the comments section. UberVu is a conversation aggregator. which allows you to see where else in the IntenseDebate network they go and what they say. and mentions about a story/topic and compiles them all in one place.com/people/royalantsjosh http://disqus. this program is as close to “top dog” as you can get in the comment arena. or Facebook. If you’d like to see what the proﬁles look like. the company that owns and makes WordPress.com/people/jacobmorgan UberVu In a nutshell. but also it has teamed up with UberVu to ﬁnd comments about your blog from around the web and to import them directly into your comments stream. just type the links below into a browser and you can see our proﬁles: http://disqus. FriendFeed. Simone’s comment will show up on your site. Disqus Right now. but is also great for helping manage your online reputation by knowing what’s being said around the web.
take a look at what I wrote/my site http://www. Often a conversation that started on a blog takes on a whole new life on Twitter.” With many of the advancements in blogging and spam protection. TweetSuite keeps track of who is talking about the article (post) and sharing the link. Commenting Etiquette • Be relevant . There is also a trends feature (trends. where it’s being said.IrrelevantToTheTopic.There is no quicker way to get your comment deleted and have people make a snap judgment about you and your company than by leaving a comment along the lines of: “Great post.com/RoyalAntsJosh TweetSuite Twitter is quite an amazing communication and information-sharing tool. It has customizable sidebars that show what’s been recently tweeted and what articles are being tweeted the most. Add to the conversation . people can ban IP addresses (and we have) from accessing their blog if they see spam coming from that address. then do it in the comments.comments about the story/topic and puts them in one spot. Do you have a story that is relevant to the conversation or have a differing view that can be intelligently expressed? (“You’re wrong” doesn’t count. BackType. and comments are a great way to get that kind of attention. The best way to do that is to add to the conversation.) If so. and the reaction. but TweetSuite has the tracking sidebars and adds a very nice “retweet” button to make it easy to post an item to Twitter yourself. To see Josh’s comments check out: http://backtype.com. BackType can be used to ﬁnd new content and conversations based on people’s comments.com) to help you monitor what topics are being brought up most in comments. Disqus goes out and grabs the Twitter comments. This setup is platform-agnostic (doesn’t care what platform your comments are on and pulls from all over the web. It’s a great way to keep track of what people representing your company are saying. Engage other people and be a part of the 90 • .We understand you want people to come view your site and look at what you’re offering and see your latest blog post. BackType Here is a great example of where comments are king and the story is queen: BackType collects comments and puts them all in one place for easy viewing.
com/fedex-islistening-to-the-conversation. she was ahead of her time and it ﬁnally means something!) Seriously though. When you comment on a website you are given the opportunity to enter your name and website address so that people can click over to your site. However.com/i-dont-make-therules-i-just-work-here/ and www. You can ﬁnd the whole story at www. Jacob actually had an experience with FedEx Ofﬁce. people will visit your site. The only time you’d really want someone other than an employee commenting on blogs on your behalf is if they are handling all your social media efforts and have just as much knowledge and understanding about your company/project as anyone working there. it won’t be your stand-ins who take the heat or gain the bad reputation: it’ll be you and your company. If someone is out there spamming blogs on your behalf. if all you’re going to do is trash who or what ever is being talked about. “If you don’t have anything nice to say. The best people to do the commenting are the people closest to the project or people on your team that understand what’s going on. don’t comment on the blog?” (If so. the success of your social media efforts are determined not necessarily by the type of feedback you receive. If you disagree with someone by all means speak up and stand your ground.jmorganmarketing.jmorganmarketing. DON’T! You’ll just be the one looking like a jerk and no one will take you seriously. but by how you respond to your feedback. If you’re seen as an asset to the conversation. Leave a relevant quality comment that adds value to the conversation and you increase your chances of people wanting to ﬁnd out more about you. there will always be positive and negative feedback.. Listen to your mother .. hence clicking on your name to visit your site. but say it with good information and tact. because most of the time they will be seen as a waste and just deleted. One thing you should never do is leave anonymous criticisms. 91 . Leave the name calling on the playground where it belongs.Remember when your mom used to say.There are all sorts of social media actions you can outsource to social media freelancers. Responding Etiquette One of the things to remember about the commenting process is that you must respond and control/plan how your organization responds to comments. With any social media interactions. but don’t let your comments too far out of your control.• • conversation. agencies and such. consultants. These have a huge impact on how people perceive you and by extension your company. Be careful of where you outsource .
their follow up since and actual corporate actions remain unconﬁrmed. as far as Jacob knows no action was ever taken by Fedex to actually launch this program and once the second blog post went up Jacob never heard from Fedex again. FedEx’s actions showed that they are committed to customer service and they were able to turn Jacob from an upset customer into a happy one. With that in mind here are a few things to remember when you receive negative. and make sure you act. feedback. how can you make the unhappy user happy again? 92 . show the customer you care and that you are working to resolve/ correct the issue. can be exclusive behind the scenes access to a new product.) However. or feature What to do when you receive negative feedback: • Always keep monitoring to ﬁnd negative feedback • Don’t get defensive right away. make sure you read and understand their position • Decide on a course of action. (He later posted another video about the outstanding response he received from FedEx Ofﬁce. After not being able to reach a satisfactory solution at the store. or positive. And know that no reaction is an action! • Provide the user with a solution. So while their response was good on this issue. let them become a brand evangelist. he made a video expressing his frustrations and put it up on his blog. keep getting feedback • Reward them. maybe feature a testimonial from them • Encourage sharing on their part. service. Within 24 hours he was contacted by Jenny Robinson Senior Manager of Marketplace Communications and Events and was asked if they could use the video as part of a training program for new employees. What to do when you receive positive feedback: • Always keep monitoring the Internet to ﬁnd the positive feedback • Reach out to the user and thank them for the positive feedback • Make sure to connect with them through social media • Showcase/promote them. doesn’t have to be monetary.He was dissatisﬁed with the service he received at one of their stores.
93 . For instance.org and take a look. This gives people the power to add their knowledge into one space and grow and learn from each other. and data-liars. which usually has some form of accountability tied to it. but there are three factors that stand in the way of that happening (for the most part). you must have a login ID. loss of data. If you’re looking at this and thinking that a wiki is just a fancy name for a knowledge base you’d be both wrong and right. It is similar to a knowledge base in that it holds all of your information in one place and each idea gets its own page. we’ll wait. and help move your company or project forward.. Fact number one: In order to make changes. If not. One of the deﬁning features of a wiki is that anyone can update the information and keep it as current and up-to-date as possible.Ever ﬁnd yourself in a situation where not everyone is on the same page? Where the balance of knowledge is weighing heavily in one direction and people or your company is suffering because of it? Do you work in an arena where needs change and you need to make sure everyone is heading in the same direction at the same time? Do you wish you had one central repository of information that is easily referenced? If you’ve found yourself in any of these situations or similar ones. This coupled with a forum is a great way to discuss ideas. create solutions. so chances are you have. then surf on over to Wikipedia. Barack Obama’s Wikipedia entry was updated one minute after his election night win was announced.. then you my friend need a wiki! What is a wiki? A wiki is a central location to store and update knowledge. That element is what makes wikis so powerful. Many people worry about wiki’s and are afraid of them because of their ability to be changed and updated so easily. The difference is the interactivity that was mentioned just a second ago. Ever been to Wikipedia? It’s one of the most trafﬁcked websites in the world. People don’t usually do devious things when they know they will get caught. They are worried about vandalism.
it’s easier to maintain and to update than a knowledge base. To put an internal ﬂip on the scenario. When miscreants know this. With a wiki. people can lose the message in the mayhem of thousands of messages. And usually. A 94 . but ﬁrst let’s take a look at why you should use a wiki in the ﬁrst place. We’ll go over internal versus external wikis in a bit. then you may have some employees saying one thing. The result? Angry customers call in because the self-help options online contain inaccurate information. resulting in a non-uniﬁed message. people are scared of getting ﬁred so they won’t wantonly vandalize your internal wiki. internal wikis are available as well. People would rather spend their time doing things they enjoy or that beneﬁt them. Employees end up taking the calls—and all the heat—from people pissed at your company. If you have a wiki. A company will have a site or a knowledge base (either internal or external) that is updated by their web master or one of their policy makers. a wiki is more efﬁcient than email. This discussion is all based on the idea of an external wiki.Fact number two: There’s always a backup (if you’re doing it right that is). However. Both of us have experienced this ﬁrst hand many times at large corporations. data is even more secure because you’ll know which employee changed the info.” updates get pushed aside and don’t happen for months at a time. information is always there and everyone knows where to ﬁnd the information they need. It should be backed up at intervals that give you enough time to detect and ﬁx errors before the errors become the backup. With email. Fact number three: The vast majority of people don’t want to go vandalize your wiki because it takes time and effort. Information can also get easily overlooked if it’s sent to a busy inbox. With an internal wiki. while others are saying another. Why should you use a wiki? To put it simply. they can get lost in transit (not often. With a traditional knowledge base. if a knowledge base doesn’t get updated. they loose their evil streak because it’s not worth their effort to change something that’s going to be changed back with virtually no effort. you should always have a backup or two of the info that is available to be brought up quickly. but since it’s not “top priority. sent to the wrong address. delete it by accident. but it does happen). it can take that person or team months to update information. or sent to people’s spam box. you have one person who keeps it updated. and they help motivate your employees and customers. It just doesn’t beneﬁt them (usually) to change your wiki information. If you work for an information-intense company.
Wikis are relatively easy to setup and for the most part should be accessible to everyone in the company so they can see the answers to any questions they might have. Think of human resources being consistent and having changes to policy updated immediately. Allow people to make entries throughout the day to keep building it. This will reward your smartest or most dedicated employees by showcasing them as people with answers. Unlike a forum where the conversation can drag on and on and on for page after page all the information. one for customer service. they can often ﬁnd a ﬁx for common problems. The other employees will be relieved at having an answer and not having to fumble around trying to ﬁx problems or come up with solutions. It can motivate your employees and customers. Everyone in your company should be able to view all the wikis. etc. People like getting recognition for being smart or having answers. Internally. and all the knowledge is on one page (like Wikipedia). Imagine your customer service people always having all the answers at their ﬁngertips. this will ensure that ﬁxes for problems get posted quickly by the person with the solution and get everyone in your organization on the same page quickly. you can set it up so that out-of-team members aren’t able to 95 . allowing people to display their knowledge. If better or easier ﬁxes come up then community members can easily update the wiki and keep it current. you may want to split the wikis up by department: one for tech support. which can only help your company.wiki solves these problems. If you have a wiki where customers can update information. A wiki will ensure that the knowledge of your most adept people will be passed on to those without that same knowledge. It’s part of our human DNA: ego-based vanity. There is no harm in tech support seeing the information that customer service or billing needs and vice versa—if you prefer. Get your best and brightest in each department to write the articles based on current knowledge base information and then update them. but only people who are members of the particular group should be allowed to edit them. Imagine that everyone in your tech support department was as knowledgeable as your brightest techs. Imagine your executive team always being on the same page about everything and having all the data and knowledge they need just a couple of clicks away. one for HR. How should you use a wiki? Internal There really isn’t a department within your company that couldn’t beneﬁt from a wiki. and then link back to them. If you’re in a larger organization.
There are a lot of free and easy to use Wiki platforms out there like PHP Wiki. we’re sure most. (The only exception could be the executive wiki: you may not want lower-level employees to have access to the executive-level information stored in that wiki.com. MediaWiki is what Wikipedia is run on and can be downloaded for free here: MediaWiki. which would be a great show of trust to your employees. and Twiki that have different installation requirements but the features are relatively the same. This person 96 • • • . if you offer your phone employees some time off to do data entry and get it ﬂeshed out. and quick ﬁxes so that your customers can interact and enter any information they have found. Wiki Tips: • Don’t treat it like a knowledge base. if not all will jump at the opportunity. using both internal and external wikis is a great way to interact and keep your information ﬂowing. and help your customers build a community around themselves through their shared experiences. and sharing knowledge.org/wiki/MediaWiki Keep an eye on your wiki and make sure to have a daily or at least every other day backup running of your wiki Have at least one person in charge of keeping your wiki clean. Though. processes. WikiSpaces. Couple a wiki with a good forum and you’ll have some great customer self-help options that will help save you money. just relinquish a little control to show your customers and your employees that you trust them. We understand it seems very similar. accessing. Some portions could be accessible. External Wikis are powerful customer self-help tools. with customer-facing information rather than employee-facing information. MediaWiki (what Wikipedia uses). so does your wiki.” just like a garden needs pruning. Everything that can be done under the internal section can and should be applied to your external wiki. Which one you will use will depend on your IT department (if you have one) or your webhost.) Wikis are amazing tools for gathering. or Wiki-Site. There are also some web-based wiki’s like Zoho Docs free wiki. You’ll have it done in no time. but seriously. They can keep everyone on the sane page in an efﬁcient manner. When it all comes down to it. The only downside (and it’s not that big of a downside in the overall scheme of things) is that it will take a good chunk of time after the ﬁrst install to get it ﬁlled with useful information. Your trust will make an impact. This position is commonly referred to as a “wiki gardener. They provide a place where your employees can keep updated information about drivers.edit articles.
Then Tom from engineering notices that Jason wrote that the power required was 121 ohms. He then volunteers himself and his lab assistant Marty to test drive it and ensure its safety. edit. which is a centralized location to share. He then adds a section about how using a gull winged vehicle as a heat sink might ﬁx the heat issue and disperse the heat efﬁciently. knowing this is incorrect. takes the eraser and removes that part and then writes in the correct power usage of 1.• will maintain the integrity of your wiki and weed out the bad articles or offensive material. and update knowledge. Make it a group project and you’ll have it ﬁlled very quickly. At that point Dr. Now take this concept and put it online or on an internal server. Jason from the product team writes on there what a ﬂux capacitor is and the problem of it overheating in the lab. Then Biff from the mailroom comes up to the white board and writes “Stephen Colbert invented the Flux Capacitor” because he was asked to on the show last night. give everyone unique user names instead of colored markers. 97 .21 gigawatts. imagine this. Brown from R&D has the idea that a 1980’s DeLorean DMC-12 would ﬁt the bill perfectly so he goes up to the white board and adds that detail. Each of these people has a different colored dry-erase marker (so you know who wrote what) and at the top of the white board is written. Tom. If after reading this you’re having a hard time grasping the concept of a Wiki. “How do we keep our ﬂux capacitor from over heating?” First. Get your employees (and customers if you choose) involved from day one. and you have a Wiki. Imagine a big white board in a room of people.
When you have the information stored in one place. and organizing your online ﬁndings. building libraries of helpful information. Engaging in social bookmarking is helpful in building links to your site(s). and information for any situation you need. There are millions of people who use these services each day to search 98 . No matter what form it takes when you get down to it social bookmarking is all about saving and sharing content. It can also help you get content spread. or presentation? Do you ever wish you could get more publicity for something that you’ve written? Social bookmarking can help you with all of these while helping you up your overall social media game. article.Have you ever bookmarked something at your home computer and then wished you had it later when you’re away? Ever have trouble ﬁnding information for a blog post. What is Social bookmarking? Simply put. A well-kept bookmarking proﬁle can help you build a giant well of information that can help you out in many situations. From there. it’s a way to share your bookmarks with other people. ideas for your newsletters. Social bookmarking started out as a way to take your bookmarks with you and not be tied to a single computer with regards to your bookmarks. Social bookmarking has become a major way to share and discover new and relevant information. as others discover your information through the sites. Why should it be used? There is no reason not to use (at least) one social bookmarking service. it took on new attributes. This can be your own content or content you ﬁnd by other people. browsing your ﬁndings and those of others can help you get ideas for blogging. Bookmarks are links to content that you want to save. such as the ability to vote on information and a slew of takes on the service and ways to enhance it.
or funny at your ﬁngertips is extremely helpful. and interact with other people who like your content. there’s a big white ﬁeld labeled Notes: once you try it. we used social bookmarking to help us get data. In this ﬁeld. Once you get set-up. Sending bookmarks can help you manage multiple accounts and also help you make friends online. It’s a great way to get your content. Adding them to your network is easy. and case studies for this book. What services can be used? We’ve gone over the basics of social bookmarking in very broad terms and while it all boils down to ﬁnding and being found. you will have the option to make a note about the link. especially if you know a user collects certain articles. Not to mention the fact that you will always have access to the information you have bookmarked from any computer. The way you ﬁnd other users is by either going to the front page of Delicious and seeing what’s currently popular. content is 99 . get your content found. So choosing a service will require you to read over the following descriptions and ﬁgure out which one will work best in your situation. In fact. When you add a link. just click on their name and then click on “Add to my network” on the right side of the screen. Here is an overview of the most popular ones: Delicious This is probably the easiest. add any descriptive tags that you want to go with the link. Then add the people submitting content you are interested in to your network. On Delicious. Having any content you’ve ever found useful. get it organized. The notes section acts like a web-based version of the favorites menu on your browser—with a few powerful key differences. there is still the issue of what service to use. With Delicious you can send bookmarks to other users using the tag SendTo:UserName (put their UserName there). There are dozens of services and each one has unique features that make it work better in different scenarios. you won’t be able to miss it. start bookmarking information you like. The best way to ensure that your site or blog shows up in relevant searches on these sites is to use them. When you save a bookmark. insightful. The ability to tag your content with the keywords you want to be found under is truly amazing. Social bookmarking also provides one of the best ways to get your links spread to whomever you’d like to share in them. Then install the bookmarklets or add-ons to your browser (clicking help will provide a walk through for using the service for your speciﬁc browser). most straightforward one of the bunch. Sign up for an account by clicking on Join Now on the site. as long as you have internet access.for information. information.
Digg In a seemingly short amount of time. There are all sorts of great widgets (like the ofﬁcial ones from Delicious listed in the help section. Android. and other smart phones. apps. and third party tools (like Tumblicious. bookmarking) your own content will get it to the eyes of other people and allow them to vote on it. StumbleUpon Auto-Code Creator. is very important. Ici. Stumbling (i. There are also Facebook apps (like My Delicious and Del. social media proﬁles. and Internet Explorer). users are secondary. Apple Dashboard is a Delicious widget for Mac users. and FireFox add-on toolbar to name a few) that extend its functionality. Digg provides their users with the ability to vote and comment on articles. These will allow customization and display of content on blogs. Each page has a place for you to display what you’ve found important.Ous Box) and a highly effective mobile version of the site that will help display and share your information activity. and just about any other online location. Quick Silver. which sparks content-based conversations that add much more to the article and often moves the discussion away from the site. and plug-ins can help you share your content and be integrated into your blog or your online newsroom. Users have their own pages. Making friends on StumbleUpon. plug-ins (like the ones for FireFox. Pukka. This way it delivers the kind of content you want and need.primary. This tool is great to help keep updated on all the latest news your peers ﬁnd interesting. Another Delicious feature is the ability to edit bookmarks in bulk to keep tags and information synchronized across your account. It also has a rating system so you can help it learn what you like or ﬁnd valuable. or LiveMarks) created around Delicious. Digg is so popular that when articles make the front page of 100 . Digg rose to the top of the social bookmarking world and secured a position of prominence.e. as you do the content they bookmark. and recommendations play into what you receive for recommendations. Many of these widgets. There are mobile apps for iPhone. Users can get recommendations based on their categories of interest. and recommend anything you ﬁnd online in a variety of ways. categorize. and WidgetBox is a Delicious LinkRoll). StumbleUpon The key to StumbleUpon is the toolbar that can be installed on either Internet Explorer or Firefox. ratings. There are tons of third party tools for StumbleUpon (like the StumbleUpon Wordpress Plugin. You don’t really have much interaction with other users directly. as well as a way for people to ﬁnd you and befriend you based on similar interests. each of which contains all of their saved content. Their lists. BlackBerry. This tool bar lets you save. based on similar interests.
High levels of karma make you more visible to people and show how much you’ve added to the community. the sites that are hosting the article see a dramatic spike in views. but the company also uses them to store and to share links to 101 . SocialMonkey. Use your bookmarking efforts to not only spread your content. How can social bookmarking be used? Sign up for an account on one of the sites listed later in this chapter to start adding bookmarks! Most of the sites we will mention have easy to use bookmarklets that make bookmarking anything just a click away. The “Digg-Effect” as it’s called is both a positive and negative: if your site is not ready to handle that kind of trafﬁc. The help section will provide the latest info. The best advice to avoid spamming is to keep a good ratio of other peoples content to yours. and share the great stuff you ﬁnd on those sites. it becomes a testament to Digg’s power as a community and trafﬁc conductor. Reddit is free too and also has multiple apps (ofﬁcial iPhone app. One thing that sets Reddit apart (other than it’s simplicity) is that one of your goals is to gather karma. It is also worth mentioning that many sites have plug-ins that can be added to your internet browser which have some added functionality and features so they will work differently depending on your chosen browser like Internet Explorer.Digg. The rule here is share and share alike. Every single site is different. Adding the bookmarklets or plug-ins to your browser will enhance your bookmarking capabilities and speed. Kodak for example has several Delicious (a social bookmarking service we’ll cover in just a bit) accounts where they not only store their own info. sometimes even causing the site to go down if the server can’t handle the load. Firefox. To get started visit the help section of the site for detailed install information. but if your site can handle high volume and gets the mention from Digg. Reddit Reddit is very similar to Digg: it provides users with the ability to vote articles up or down (in popularity). bookmark them. or Chrome and differently still if you’re going to use the bookmarklets or the add-ons feature. They can change quickly without notice so we must generalize more in this section. with pictures. or the ofﬁcial Reddit bookmarklets) and plug-ins (like for FireFox and other modern browsers) that can be used in simultaneously to help you use it more efﬁciently. but to spread great content of others that you ﬁnd. in detail. Find sites that are in your same niche. it’s a negative. One thing you’ll want to avoid is spamming the services with your own content.
.Remember when you were young and your mom told you it’s nice to share? Well. You might even make some new friends along the way. Listen to your mother . People like people who share and who provide good information that adds to the community. Bookmarking Tips: • Tags . reviews.. tutorials.It seems that keeping a ratio of 10+ to 1 of other peoples content to your own on these sites will not only help you become a respected member of the community. Ratio . but also keep you from being marked as a spammer. etc. • • Social bookmarking will help you spread your content by getting it in front of more eyes and help you organize your online information.be one of those people. This plays into the overall strategy for your site and your search engine keywords. This helps make Kodak’s social bookmarking sites a great resource for ﬁnding this info and it also makes it so that their stuff gets a prominent position in the community as well. This will help you to be found in searches and also build the right keyword association for your content. 102 .great photographs. it’s in full force online.Being the ﬁrst one to tag your own work will enable you to have the keywords you want associated with your work.
and publicly sharing documents with multiple people. Note: Document sharing sites weigh heavily with Google and other search engines.com/doc/14488523/ Social-Media-for-Authors. so they help you gain more exposure. but it means you need to be aware of how you structure them. because now it is important to keep Search Engine Optimization in mind while writing your document (see Chapter 15). In fact. we’re still giving away our Social Media for Authors e-book we wrote. This is a quick and easy way to gain exposure for yourself or your project. and Bing. or with everyone. Sites that enable people to publish and share documents with anyone who wants them are growing in popularity. With a clear understanding of the basics. but it does require extra thought. What is document sharing? Document sharing is a method of quickly. Allowing search engines to ﬁnd and index your documents is deﬁnitely a plus. Scribd. easily. Document sharing services have made creating a document (such as an e-book) a little more complicated. with co-workers. and even the title you give your document is essential. what copyright (if any) under a Creative Commons license you wish to apply to the document—and best of all it’s searchable by search engines such as Google. Many sites allow multiple elements of control. you’ll be able to download it to read for free. depending on 103 . allowing you to choose if the document can be downloaded. If you go to this link. But. it really is not as hard as it sounds.Believe it or not. the good news is that document sharing services simpliﬁed the ability to publicly share docs by giving them a well trafﬁcked home. This is document sharing. Yahoo. Document sharing can also work on many other levels because you can set permission levels on most sites to exclude everyone except friends if you wish. You can choose to share your documents with people whom you are friends. the verbiage you use. part of what connected us to our publisher for this book was giving away our work for free.
Using other forms of social media. As these services gain popularity. Most of these sites have the ability for people to leave comments. it also works for people who are trying to build up other professional reputations. Almost 70 million people each month—resulting in over 221. from reports and research notes. gaining valuable feedback. to presentations and slide shows. There are many ways you can make document delivery and visibility work for you.) We have successfully used document sharing not only to share our thoughts. which in turn can help you discover new ideas and content.4 million page views per month—visit Scribd. Although most used by authors and creative types. especially as the volume continues to grow. it holds great possibilities for your reputation. which you can use to engage them. gaining thousands of views and over hundreds of individual downloads in a short period of time. It’s an extension of your other efforts and helps your efforts through multiplication: increasing the ways that people can interact with you or your company and vice versa. but also to help us direct attention to our blogs. The chances of the niche you target ﬁnding your material is increasingly solid. Document sharing sites serve as a vast vault of user-generated content and information. Document sharing platforms can be worked into any part of your overall social media strategy. we were able to bring attention to our e-books. Document sharing is more than just putting up something for people to see: it’s a way to be found. and to help build your reputation. The ability to share information in this way doesn’t just apply to e-books: you can share pretty much any document. Sharing your documents is a great way to build authority and your reputation. Why should you use document sharing? Document sharing does more than allow your friends to see what new things you’ve put online. (This e-book led us toward the deal to write the book you’re reading now!) Document sharing is a simple. (Sharing should be used in conjunction with other social media efforts. as well as a way to interact with the people creating it. They allow you to ﬁnd others who may be working on similar documents. the amount of trafﬁc they attract grows—along with your chance of being seen.how you set your permissions. Most services provide you with the option to turn off search engine crawling and to disable downloading. which could help you ﬁnd people with whom you might want to collaborate. to gain feedback. 104 . yet powerful building block in laying the foundation for your future through social media. Being in these platforms will help you increase your presence.
(Most document sharing sites offer the ability to keep documents private so only certain people can see them. It’s fun. large buttons for people to share your documents via Facebook and Twitter. This is a great way to keep information consistent across your company. Scribd has simple.) Multi-format publishing . With Scribd. and it’s so easy. Start or encourage conversation . It could also be details on a new product or initial research into a topic where you would like feedback from outside resources. Anytime you give people the ability 105 . com/2009/04/social-media-for-authors-free-ebook). and also serves as a way to access documents remotely. Document Sharing Sites to Explore Scribd This site is pretty much the Facebook of document sharing. you can even take your document and embed it in your own blog post (to see an example of this. then you could turn it into an e-book.These sites are a great way to create an online repository of documents for your ﬁeld agents.Do you have a blog post that started out as a research paper. grew into a thesis and by the end was a dissertation? If this has happened to you.) Have a document that you want shared and discussed? .Many of the sites allow you to publish your information in one format. it’s where everyone’s at. but allow people to download it in several different formats. It’s deﬁnitely one of our favorites because it has so many options. You can post an entire document and encourage commenting and sharing to get feedback on what you’re doing. This allows your content to be saved in a format that will work for them. post a link to this in your blog and ask people for their feedback. You can control pretty much everything with your docs right from your account. and increases the likeliness that they’ll share it. and settings for customization.How can you use document sharing? Online repository and remote access . go to: http://shuaism. formats. keeping everyone updated with the latest revisions through one version of a document. (Asking for feedback can help documents gain legs and spread like wildﬁre. and has really helped deﬁne this space.This can be either a customer impacting policy that your company is considering and wants feedback before setting it into motion.
and more) that use this service regularly. Calameo Calameo bills itself as an “interactive publisher. They have tried to keep themselves sleek and streamlined for document sharing and not add a lot of ﬂuff. On here you’ll ﬁnd back issues from the art magazine Juxtapoz and entire collections or recent editions of many magazines. Yudu also has one key feature that really sets it apart: the ability to make money off of your material. Issuu Issuu is set up like a virtual magazine. If at this point you’re thinking that Yudu is only for amateurs think again. Everyone likes making money right? Yudu devised a way to help you do just that. Let your curiosity guide you as you explore all Scribd offers. You can ﬁnd anything from 106 .” It has options to embed YouTube videos. Yudu The biggest competitor to Scribd is Yudu. With Yudu. They use it to host digital copies of their issues and to help spread them to an online audience that may not have seen it otherwise. Watch the rotating list on the homepage to see the diverse publications that use this platform to share their information.to do marketing for you. and you’ll have a document that can be shared across the web. and equally reduces the cost you’ll put into it. and options to customize pages. Yudu offers a quick and simple way to sell your works. There are many professional publications (such as Media Week. It has a great look and feel. Playlist. DocStoc DocStoc is built for professional documents. Many businesses and educational institutions use Scribd (namely Harvard) and there are even entire novels on there like Angela’s Ashes and The Richest Man in Babylon. Word. and options to share documents via Twitter and Facebook. If you’re not an author you can still make money by earning a commission when promoting others. One thing that also helps it with content sharing is easily downloaded content (when applicable). If you’re a professional writer and want to self-publish your e-book(s). you can upload a PDF. it reduces the time you’ll need to market it. and as you’re reading something using the service. you’ll notice it is even used by many publications (such as Golf Worldwide. or PowerPoint document and within minutes. There are many great and well-known publications (such as Lighting Magazine) that utilize this site. BN Magazine and Business travel) to put their content online in a format familiar to their readers.
This is what sets it apart from Google Docs. It then takes those tools and adds a great feature called Zoho Shares where you can publish your creation for the entire world to see. It has a place to publicly share the docs you create in it with the masses. you can ﬁnd presentations prepared by thousands of people. whose expert skills range from dog grooming to internet marketing strategy. On SlideShare. with SlideShare. spreadsheet creator. Document Sharing Tips: • First: Develop great content! The content you put out should be at least a little bit more than what people get on your site for free and have more in depth ideas. Zoho Zoho is a complete online document solution for creating and sharing. but it has great presentation and efﬁcient options. This enables streamlining of services and provides the customer with easy access to what the company offers. Using Zoho. wiki. project management tools and more. you can gather together all of your ofﬁce needs. bringing them online to one location. You can then collaborate on documents or projects and share them with just the people in your ofﬁce or publish them to be shared with the world. it is a great way to ﬁnd interesting content that has been considered valuable to other people. plain and toned down than the others. making it very utilitarian. email. enabling viewers to follow along or to reference the presentation later. 107 . and everything in between! Many companies use DocStoc to host forms and documents that they want made available to the public. you can share your slides— PowerPoint and similar presentation documents. customer relation’s manager. BuzzUp Docs BuzzUp is new and. chat. BuzzUp lets you ﬁnd. SlideShare As the name suggests. share and vote on documents people have linked to the site. BuzzUp is a good place to share your documents to get additional publicity for your company and its documents. is a Digg for documents.an executive summary template to a guide on how to buy stained glass. Zoho provides its users with a word processor. by our estimations. DocStoc is a bit more vanilla. Also. Companies and speakers alike use SlideShare as a way to take presentations with them.
and shared like they can on the sites mentioned in the chapter. When considering document sharing. not for sharing the ﬁnished product with the internet. Google docs can’t be optimized. and creations that are too big for a blog post. You can give out free eBooks as a promotion and then help it move through the internet quicker using these sites. no. Google Docs is not this kind of Document Sharing. sharing ability with vast quantities of people. 108 . Google Docs is for collaboration. link to others you reference. Document sharing is like publishing a ﬁnished product. It is a perfect promotions tool to help you and your brand. look at your overall goals and strategies to see if they will work for you. indexed. etc. Link back to your site. It’s a great way to share your ideas. opinions. or you can help position yourself as an authority by creating detailed documents for everyone to read. Use linking as a tool to get some inbound links to your site. Useful collaboration tool yes. Don’t waste it by not putting the links in the document! Don’t be confused.• • Use links in your documents.
Content is what fuels the web. and podcasting. Creativity is what gets your piece noticed over the competition—sustainable only so long as you have a quality product to back it up. look at your company and see if there is a type of content that particularly lends itself to your business and your needs. imagery is exactly what you need. After all. • Do you sell an information-based product? If so. and mashups of all. The services available to share other media content and the methods to use them create limitless possibilities. At the core of good marketing is creativity. audio. As you can imagine. Your goals will guide you on your quest to make something people will want to watch. Creative content will start a buzz about you and may start a viral phenomenon. Start by asking yourself the following questions: • Do you have a visually pleasing product? If so. there is video. experience or read. Regardless of how many times you’ve heard it—and how sick to death of it you might be—it’s absolutely true. as I’m sure you know. the web is not limited to just the written word. Developing creative content doesn’t just start with a neat idea. a chapter like this could be an entire book itself. it has to fall in line with your goals. Creative Media Content You’ve probably heard the phrase “content is king. there are ways to share other types of content you create.In addition to social bookmarking for your written content. images. images.” If not. So in this chapter we will highlight the three key components of creative media content: video. but creative content is what gives it the spark. welcome to the ﬁrst of a million times you will hear it once you become active in social media. Oh no. After you have set your goals. blogging and 109 .
they’re amazing). Like Cisco Systems CEO John Chambers. Have you heard of Cadbury’s new Twisted yet? Chances are you have by the time TwittFaced comes out. Blip. it’s not doing you any good.• podcasting will beneﬁt you more than imagery. a variety of services popped up for video hosting: YouTube. Cadbury. It’s great for executives. which if you haven’t checked out. patience or skill set to keep up a blog. such as podcasting or blogging. Cameras like Flip have made it so that anyone can make a video and upload it onto the web in a matter of minutes. Vimeo. It’s a game to get people talking 110 . Through their Twitter account. president of Un-Marketing. Creating content can be fun and it usually makes you feel like you accomplished something. putting a face to the mission and message of your business. Video is a great way to get your message onto the marketplace. Let’s get on to the part where we talk about the fun stuff. Cadbury is giving clues to where you can go to get the product. With the ability to not only record. imagery will go a lot further than auditory or information-rich content. maker of the tasty and sugary Cadbury Crème Eggs. but stream video and connect it to your networks on Facebook and Twitter. It’s a new product that is being promoted using a heavy dose of social media. and to establish your products and/or services. Because of video’s popularity. It’s a great format to entertain and to inform at the same time. One of the most successful uses of online video can be seen in the infamous BlendTec video series. you really have to take video into account. we think you should (WillitBlend. from people looking for information and/or entertainment. “Social media is about engaging your audience. Video blogs (often called vlogs) are a popular way to communicate with communities. Video With so many video cameras around a few hundred dollars. who now video blogs after persuasion from his team. They recorded videos of their amazing blenders pulverizing everything from iPods to plungers. The wow factor of these videos caused them to spread virally throughout the internet (seriously go watch them. who can use it to send messages out if they don’t have the time. Nothing can create a stronger connection than a video. video content has exploded over the last couple of years. and Dailymotion get millions of visits each day. Are you offering a face-to-face service? If so. Viddler.” Scott Stratten. posted videos in a campaign for one of their new products.com). but if it’s not in line with your goals.tv.
Cadbury is making an impression. Cadbury selected ten people to be “secret agents. who ran a story about this unique approach. but it was the video that sparked the media ﬁrestorm. and collections of photos taken in the 1950’s and 1960’s. creating a story that can be watched and engaged in by anyone.in a fun way about the product. blogs. you’ll ﬁnd over 9. each with separate goals. and marketing a new product in a way that people ﬁnd interesting and engaging through this creative content campaign. Each Flip costs only a few hundred dollars. Kodak is one of the best examples of a company fully utilizing these tools. (Even people who don’t particularly like candy. at the same time. Kodak hosts groups where people can show off what they have done with speciﬁc Kodak cameras. These services are also a great way to ﬁnd photographers who can assist you with any image-based projects you have. Cadbury is using video to creatively market a new product and. to garner fans and to create access for third party apps and widgets to spread them even further.000 results (as of printing). Then there are groups that display images from before the digital age. so it’s a big bang for their buck. Not all of those groups were created by Kodak. However. were given a Flip camera to record their adventures and instructed to upload them to YouTube. 111 . Since they are in the photography business. Placing them in a public forum as they do allows the images to be easily shared. but many were.) Cadbury’s agents are using imagery. and other forms of social media to show what’s happening. Cadbury’s secret agents. like Josh. building brand awareness. Images When it comes to image sharing services there is no shortage of services across the web. Flickr is a perfect ﬁt. If you do a search within the group section of Flickr. Within Flickr. Cadbury’s unique marketing of this new product has caught the attention of traditional broadcast media and online social media news giant Mashable. have been suckered into watching the campaign unfold as each agent tells of solving clues and adventuring. Kodak’s main Flickr page (Flickr.” who are on completely different missions than what Cadbury gives to the general public. There are groups that are based around certain models of Kodak cameras and around the images created using them. groups that show vintage Kodak cameras and photos taken with them. The real interesting part is a “secret”. The most popular are Picasa (owned by Google) and Flickr (owned by Yahoo).com/photos/kodakpix) contains pictures of their events and what’s happening around the company. in combination with Twitter. that’s just the light side of what’s happening. Companies like Rubbermaid use Flickr to show off their products and their uses.
However. what they’re doing with their Eleven Moms campaign is truly remarkable. Podcasts are a quick and easy way for people to take your message with them and listen to it at their leisure. have gone back and forth for almost as long as folks have debated chickens and eggs. Discussions regarding whether or not podcasts are social. the author can engage his/her community and address questions or comments. where just like on a blog. Many podcasts can be downloaded as an MP3. They can be used to show off your products and get your fans to contribute images. Walmart started with eleven Moms who blogged about ways to save money. Back in 2006 they got caught staging their own fan blog “Walmarting Across America” (give that a Google search and you’ll ﬁnd thousands of blog posts detailing the debacle) that gave them a bit of a black eye. 112 .com) to post podcasts. This serves to promote the quality of their product and to provide new users an active community where they get tips. now they have over 20 bloggers in the group. Even if you’re not in the photography business. Podcasting Podcasts have been around for a while and yet still continue to grow. Kodak builds a devout and engaging community.It’s a lot of work to create. with inﬂuence of their own. Many podcasts have a comment section. Their fans create thousands of images using Kodak’s products daily. and take time to admire something cool done by a large company in the social media space. maintain and connect with these groups. it’s all in how you use it. The ability to share and engage is what makes a podcast social and a valuable tool. These can then be used to ﬁnd active photographers who can help with your campaigns and who have circles of friends. or inbetween) put them aside. bad. to be listened to on a portable device and shared with friends and colleagues. (because they are a one-way medium of someone talking and you listening). Many companies use podcasts as a quick way for members of the executive team to communicate. Walmart has had their share of social media ﬂubs. a common digital audio format. So what’s the point? The point is that by participating in these groups and engaging their fans. give advice and interact with passionate people who provide the type of experience that turns a customer into a fan. which includes shopping at Walmart. to whom your products can be extended. image sharing sites can be used to help illustrate your company’s culture. but just like a blog. Several services are available to create a radio-channel of your podcasts and post them for people to hear or download. Whatever feelings you have for Walmart (good. The bloggers do podcasts on a regular basis using Blog Talk Radio (BlogTalkRadio.
and even subscribing to the show via RSS (covered in the next chapter) so you’ll know when new episodes are available. Creative Content Tips • Keep it short. Make sure your podcasts can be downloaded to make it convenient for your listeners. but after several stumbles and falls. and then click on submit podcast. People don’t want to wait around for you to get to the point. • • • • 113 . Mix it up and experiment with the different media. Work with people in your company to capture real moments (you know. Walmart learned how to do social media right. stuff that happens everyday and isn’t staged in front of a Costco birthday cake). Organize your videos and images into collections when possible to help group related content and keep people interested in certain topics. sign in to the iTunes music store. or put it on their portable MP3 player to listen to at the gym. putting their information in a format that can be taken on the go. There’s an FAQ on Apple’s site for additional help. Find passionate and motivated employees to help with maintaining and contributing. Put it in the iTunes podcast library to give it some added visibility. and the connection with their demographic made this a huge success for them. Here the Moms have utilized a medium that is friendly to other working or busy moms. and don’t post a million pictures of one event. Say what you will about the company. Open iTunes. and it’s paying off for them in big ways. Podcasts are portable convenience. sharing it with others. you have the option of downloading the podcast through iTunes. click on podcasts. Keep the content in a podcast tight and as short as possible. You need to keep people’s attention. Podcasts allow the moms to listen to the content while driving to soccer practice. Keep videos at ﬁve minutes or less. the portability of the medium.From the Blog Talk Radio site. No one can blame you for trying and failing so long as you learn from it and try to improve. The quality of the information. It’s really simple.
Your outposts are places like Twitter and Facebook.If you have a blog/website. why else do you want to get it out there? Because a blog/website can help you or your company dominate your ﬁeld. Setting up outposts is essential to disseminating your content for people to see worldwide. or are considering launching one. this all hangs on you maximizing your social media efforts. you need to set up outposts for your content to survive. SEO Search engine optimization (SEO) is the practice of making your site easily searchable. there are many ways to drive internet trafﬁc to your site. getting people to your site in the ﬁrst place. So for example. Outposts are additional places where you can share/ create content while building relationships. However. Don’t forget to use your turn signals! When it comes down to it. your blog would be your main social media hub where people can ﬁnd out about you and read/share your content. An online social media presence can help establish your company’s credibility. and can grow the company’s inﬂuence. There are many online resources where you can learn the basics. So let this be your social media school for driving trafﬁc.Make sure your post titles are descriptive and contain some of your keywords/topics 115 . Beyond the obvious reasons why you want people to see your content and recognize you for your brilliant work. SEO brings people to your content when they are looking for your topic of expertise. assuring that you’ll see trafﬁc coming to your site/ blog that otherwise wouldn’t come. It can grow a community around your business or brand. Let’s review a couple of the easy ones and highlight their uses: Titles . and build out your knowledge by interacting with the people drawn to it.
We’re going to cover SEO in more detail in the next chapter. helps search engines determine relevant topics or themes on your site. So for example. H2. Know though. the large the header. If you’re using WordPress. make sure your picture tags are descriptive of what’s on the picture or how it represents the post.When writing blog posts.com. the smaller the number. and last sentence of your last paragraph. See the difference? That’s it for the basic stuff. an H1 header is larger than an H3 header. The “H” stands for header and the number after that indicates the size of the header. Also. middle paragraph. Headers . H3 tags on sections. keep keywords (words or terms you want to be found in the search engines) in mind. there are plug-ins like AllInOne SEO. RSS is a method of getting new blog posts or other online information delivered to a single reader (like Google Reader). it would be good to have a URL like MyBlog. as opposed to MyBlog. they are split up and named as follows: H1. you have the ability to control the addresses for all of your pages. When you have different sections. The same goes for bold text. Your H1. which is the URL for our publisher). use the main keyword(s) in the ﬁrst sentence. or HeadSpace that have ﬁelds where you can enter the info easily without doing any HTML editing. 116 . etc.Tags . Use them appropriately throughout the text and if possible.com/online-marketing. that there are a lot of resources online and if you want to really dive deep just do a Google search for “SEO training. H2.com/page=43.When you create headers on a word document or on a website. Keywords .Meta tags help search engines know how to index your content. use these tags properly and make sure your keywords are in them.Uniform resource locators (URLs) are the addresses that someone types in to get to your site (for example. RSS makes it easy to follow multiple blogs and work with the information that you get from them. In some cases. URLs . Platinum SEO. ClayBridgesPublishing. If your particular post/page is about online marketing. RSS and Email RSS stands for Really Simple Syndication.” You’ll be ﬂooded with resources from books to classes. H3. so make sure you include some of your relevant keywords in each page address.
The key is to make it available by activating an RSS feed. so we recommend that you do some searches and ﬁnd the right directories. Then.com). To set up an account just go to Google.Currently. Directories Directories are listings of relevant sources of information. Yahoo! Directory (Dir. into your reader and click “add subscription. sort of like a digital bulletin board. or your niche + ”directory” or other relevant terms to help you ﬁnd directories that will be relevant and effective for you. The best social media based example of this is the site Social Media Today. Do a search for your state + “directory”. There are literally thousands of directories. where you can easily set up both.com). they are people who are usually more technologically-adept and savvy users—the ones you may want reading your blog. Directories can help you attract both inbound links (which raises your Google page rank) and also helps people ﬁnd your site that might be visiting a directory to get some information on a particular topic such as “social media.” A couple of directories we recommend that you should check out for starters are: DMOZ (Dmoz. because it allows people to easily forward your articles to their contacts. when you visit a site. Just be sure to read the submission requirements before ﬁlling out the form.google. around 13% of Internet users use RSS. com) and ZoomInfo (Zoominfo. Directories will require that you submit a variety of information. Setting up an RSS feed is fairly simple. And you get bonus points if you use an RSS option like FeedBurner (feedburner. Crack open a browser and take a look if you’d like to see it in action. look for an orange button or some sort of text/notiﬁcation that says “subscribe to feed” or “subscribe to RSS” (or something else that deals with RSS).” Provided that your content is top-notch. Syndication Syndication sites have popped up left and right recently. These sites survive by getting other people’s content and sharing it via their site. once you subscribe you will be able to see the content in your reader. Click on the button/text and then you will be given the option to subscribe with Google reader. com/reader and ﬁll out the prompted information.Yahoo.com). This option is one we recommend you provide. Find like-minded niche sites like this and you’ll be able to get 117 . There are thousands upon thousands of directories out there and their requirements vary. One of the most popular feed readers is Google Reader. most people will either bookmark your site or get your blog posts delivered to them via email. You can also just copy and paste the website address of the site where you want to subscribe to.
push your stuff and leave. Don’t do this every time. via the groups. After all. The key here is to be a part of a conversation.all of your info sent out for free and syndicated across many major channels. and a website address. Twitter The more you develop your Twitter network (conversing with people). we talked about some apps that automatically post blogs to your proﬁle and help you get some trafﬁc from these methods. Syndication is safe. and we all have a certain way we like being treated. claim it as their own and you rarely ﬁnd those. Almost all comment platforms require that a commentator enters his/her name. about your blog posts. Social Networks Back in the Facebook chapter. etc) create a detailed blog post about your stance on the subject and point people to it. sites that steal. Treat it like a conversation you’d have in real life. Commenting We’ve talked commenting already.) If people are interested based on what you say. email address. but we want to go over a few points again. Syndication sites accredit the original writer. throws business cards at everyone and screams “BUY MY [insert lifechanging product here]”! The same scenario happens online: in both situations you’re dealing with people. but only if you have established relationships and have been effective in your 118 . If you’re in a group discussion and you want to add more to the conversation than you can often add in some groups (like embedding video. Most social networks have some sort of group feature where you can get information and feedback. (This website address links your name to your comment. When you have a new blog post. They’ll be helping you get your information out and spread it to the masses. This can be used to direct people to certain pages based on the context of the conversation or just a main page if you wish. your followers can retweet (RT) it and send it on to their networks. easily linking to other sites. they can click on your name to visit your site. MySpace can send out links to your blog posts via a status update and or bulletin. but when the situation warrants it. no one likes the guy who crashes into a conversation. don’t just barge in. Don’t worry about intellectual property theft. use that as a good segue. adding in Twitter and other functionality. LinkedIn also allows you to syndicate your blog through your proﬁle. the more they will help you.
software that will help make sure your posts get tweeted even if you’re not manually doing the tweeting. This works for Josh. so in other words. IRL opportunities are important for making connections that can carry from a face-to-face meet-up into your online network.This utility will help you manage multiple Twitter accounts and also schedule tweets. At all times. One thing we want to advise against: There are a whole list of software that will help you gain 30.” you will have acquired followers who never had a connection with you. make sure your social media information is available IRL. Josh carries two sets of business cards with him: one set has his blog information on them and another set has his company information/website on it. Although we mentioned this earlier. There are many more and new options introduced all the time.You can set this up to post new blog posts to all of your social network proﬁles. Promoting your digital-self IRL (In Real Life) IRL stands for In Real Life. This is a direct way to get people to look at the info you want them to see. The two business card option works for him because he hands them out based on conversations with people at events. including Twitter.000 followers in a short period of time. Those following you become your base network.This utility will read your RSS feed and tweet out new blog posts on your behalf. HootSuite . It’s not automatic. you want to make sure that your business cards have your website/blog/Twitter handle (the “@” followed by your username) on them. Just say no. they won’t care what you have to say. Guest Posts Guest posting is probably one of the best ways to drive trafﬁc to your 119 . Ping. but the three options we like best are: TwitterFeed . after setting it up in a quick. If you’re the type of person who likes to write a batch of blog posts and then set them to post later you can set tweets about the post to go out later as well using this site. painless process.fm . but it’s easier than hitting them one at a time. however.communication previously. There is. but since you’ve essentially “cheated. one-step. You’ll also turn off authentic followers when you engage in these practices. Whatever your solution. and you’ll need to ﬁnd what works for you.
Just be sure that when you’re brainstorming. After you’ve employed every strategy we’ve outlined in this book. Guest posting exposes your material to another audience and the owner of the blog gets a new audience as you bring your audience’s fresh eyes with you. pre-link everything if they ask. 120 .blog and gain new readers. ﬁnd out how and what they want done. and give it to them in the requested format. You’ll be surprised how well your request will be received. When you do this. start asking others in your niche if you can post on their blog. than to try and trick or deceive them. you’re keeping the principals of honesty and transparency in mind. These are just a few social media driving school basics to increase your online site trafﬁc. and you’ve built a reputation with a well-rounded body of work. There is no quicker way to get yourself black marked and in a world of hurt with angry Internet natives. Include your pictures. make sure you make it as easy as possible for the blogger to post your article. Promoting your site is only limited by your creativity. Making the guest post as easy as possible will help your odds in being able to post there again.
Every page on your site has (or should have) its own unique title tag. (for example “web design. The title tag is the bit of text you see in the upper left hand part of your browser.” or that they try to stuff every keyword into their title tag. design software”). let’s go over how to create one. Remember that every page on your site should have its own unique title tag. None of these is the proper way to create title tags. The ﬁve • • • • • key areas we’re going to address are: Title tags Meta descriptions URL structure Links WordPress plug-ins Title Tags The majority of the SEO experts preach that title tags are the single most important SEO element to go after. online design. To be clear.Search engine optimization (SEO) can be quite an advanced topic. The problem that most companies and individuals are running into is that they either leave generic title tags like “Homepage. you are not going to see the results you want. design. it’s also the ﬁrst thing you see in search results (the heading). and in order to really see results you need to implement a holistic SEO strategy that covers much more then just title tags. or that they create identical title tags for all of their pages. Now that we know what a title tag is. and so we’re going to cover a few key things that you need to know when creating and managing your site. If you’re using any of these methods. Think of the title tags as a chapter title in a book: you want the titles to give the reader a good idea of what to expect. but not many people understand how to write proper title tags. 121 . the title tag is but one factor of many SEO factors.
You need to do research to see what keywords your users are actually searching. this information should go into your title tag to improve your chances to rank for your niche. • You don’t want anything too broad such as ‘shoes’ because chances are you don’t sell every single shoe known to man— if you do. you could create a title tag like “Buy discount Dell computers and Dell parts and accessories | Company Name. do some basic research on your online competition to know what the competitive landscape looks like.” This speciﬁc title tag will also give more information about your page/site to the users. o Wordtracker o Google AdWords Let’s say that you have a site that sells discount computers and computer parts. Are you aiming speciﬁcally for a gender or demographic. Google some of your target keywords and see how many results you get. There are a few basic and free keyword tools that you can use to get an idea of what terms you should be targeting (or you can do a search for “Free keyword research tools” and you will ﬁnd plenty). look at some of the things your competitors are doing with SEO. You would probably want to start off with a general title tag for your homepage. What we mean by this is: don’t start your title tag with your company name because that’s the easiest area to rank. Here are a couple of things to keep in mind when creating title tags: • First. • Branding comes second. keywords come ﬁrst. This tells the search engines and the users what each 122 .” Getting the idea? You want each title tag that you create to describe the content on the page. search engines will usually truncate anything longer. your name is Tony Hsieh and you are the CEO of Zappos. then your reader is probably not going to know what to expect. Go after your target audience. • Keep the length of your title tags to sixty-ﬁve characters or less. Start off with your target keywords and include your company name at the very end. • Don’t bother using fancy company jargon. this is just a good overall SEO practice. perhaps you are only located in a certain geographic location? If so.If your chapter titles are all identical or stuffed with keywords. Something like “Discount computers and computer parts | Company Name. after all it’s much easier to rank well for “Discount Nike shoes” then it is to rank for “shoes. • Think about your audience.” Now let’s say you have a section for only Dell computers and Dell parts.
(which is your title tag). keyword stufﬁng. then you are missing out on a very large portion of your target market. Warning There are three risks you’ll take if you’re not creating proper title tags. Think of your meta description as a movie trailer that comes before the main attraction. This is something Jacob sees a lot from people/companies who try to focus on terms that they believe will drive the most amount of trafﬁc.page is about. Meta Descriptions Meta descriptions are important because they are one of the ﬁrst things a user encounters when deciding on whether or not to click over to your site. Some of the common mistakes companies and individuals make when it comes to creating meta descriptions are leaving this ﬁeld blank. It’s really quite simple to create title tags once you have the guidelines down and have researched your market. then you shouldn’t have multiple pages from your site showing up for the same keyword. yet when you type in “web analytics. If each page (and title) is unique. but your site is about cookies. Leaving the description blank means that the search engine automatically generates a meta description for you. If you focus too much on ranking well for your company name. unique. and short. which may or may 123 . you will not get the conversions you want. The ﬁrst is that pages will compete for the same keywords. The second danger is not targeting your audience. A meta description is that small snippet of information you see in the search results under the title of the search results.” or “web site analytics. For example. relevant. Trafﬁc does not equal conversion. Meaning. The third danger is focusing on branding and not on the target market. You want the trailer to be enticing. As we mentioned with title tags. or using identical meta descriptions for all the pages. As we mentioned above.” the company is nowhere to be found. the rest is just entering text. but are then invisible online to people that are actually searching for a related keyword or phrase. this is not a good thing since you want the most relevant page to be presented to the users. a client of Jacob’s in the web analytics space ranks very well for their brand name. all of your meta descriptions should be unique and descriptive of the content on each page. If you rank #1 for shoes. ranking well for your company or brand name is usually easier than ranking for a particular keyword. The goal in search results is quality not quantity. you will get a bunch of trafﬁc that just drives on by your site.
Check out our specials!” This meta description is 142 characters long. • If you include keywords from your title in the meta description. Again. Toshiba. let’s say you have an internal page for only Dell computers and Dell parts. think of it like the title for a movie with the trailer. “Are you looking to buy a discount Dell computer or Dell accessory? ‘Store Name’ offers high quality products at affordable prices. each page on your site talks about something different and should thus have a unique title tag and description. • Remember to create a unique meta description for all of your pages. let’s say you run a discount computer and computer parts store.” Let’s create a meta description to go along with that title. the meta description adds a bit more information and detail to support the title. The title has keywords and gives you a general idea of what to expect. • Make sure your meta description stays relevant with your title. and IBM. This calls the user’s attention to the keywords and may slightly improve conversions Take a look at some of the other meta descriptions that are created for your industry (competing or related sites). then they will show up bolded in the description. and tells the users exactly what they need to know so that they can decide if the page is relevant to them and worth the effort of clicking. as with the title tags example. if your title says the page is about “shoes” and your description is about “cookies.not target your audience and in some cases may or may not make any sense! Things to keep in mind when creating meta descriptions: • Try to keep the meta description to at most 150 characters (Google can display up to 160) otherwise search engines will truncate it and add “…” at the end of the description. is enticing. Something like. “At ‘Store Name’ we offer quality discount computers and computer parts for popular models such as Dell. then stand out. As with the title tags example. has a call-toaction.” something isn’t right.” So what would a matching meta description be? Something like this. Get a feel for what their tone is and what keywords they are going after. check us out!” 124 . The sample title tag we created was “Discount computers and computer parts | Company Name. The sample title tag we created was “Buy discount dell computers and dell parts and accessories | Company Name. So again. • Your description should further elaborate on your title. try to sound unlike them so that your page stands out when users are looking through the search listings.
Why you ask? Well.com/product/target-keywords-here. remember how we always try to use speciﬁc targeted keywords? The main problem with a URL like this is that all of those characters at the end. even search engines to some extent) so they won’t be able to determine the most relevant page to click on. URL structure The URL structure. Notice the difference? This URL is clean and targets speciﬁc keywords that are also being targeted on the page (title tag/ description/etc. The second danger is that creating identical title tags confuses users (and yes. you are starting to understand the process and the idea behind creating solid meta descriptions. Therefore it is advised to use relevant keywords in your URL that search engines can actually crawl and understand. The third danger to mention is that creating descriptions that don’t accurately describe or explain the content on the site may result in users visiting your site and then leaving immediately because they weren’t able to ﬁnd what they wanted. A high bounce rate shows that your meta descriptions are not effective.com/ product/?id=83734@4. people see dashes easier and are more comfortable using them 125 .com/ computers/dell-vostro-laptops. The ﬁrst danger is not capturing the trafﬁc from your audience.” Search engines cannot interpret such characters for relevancy. yet your meta description turns users off. YourStore.com/product/discount-dell-laptops • Try to use dashes instead of underscores in your URL structure. along with your title tags and meta descriptions (and other SEO elements) should all work together to help you with search engine visibility and rankings. or Electronics.Hopefully. clean URL to see what we mean: Domain. If you rank well for your target keyword or phrase. then we would classify it as a bad URL. this is called a ‘bounce rate’. There are three dangers of not creating proper meta descriptions. then you may be losing on targeted trafﬁc. If you have a URL that looks like: Domain. Here are ﬁve things to keep in mind when creating URLs: • Try to use keywords in a URL.” then try to create a URL that looks relevant.) There are no weird characters in the URL and thus it is easily crawled and interpreted for relevancy. Let’s take a look at a good. When a user visits your site and quickly leaves. Just like your title tags and meta descriptions your URLs are also all going to be unique. if the particular page is about “Discount Dell laptops. “?id=83734@4. let’s think back to our title tags and meta descriptions.
“Networking on Twitter. For example. As with internal links. You can use a few words.” On your Twitter post you might also want to tell your readers about your LinkedIn post. if you want to link to your LinkedIn post from your Twitter posts.• • • Try to keep your URLs short and descriptive.” something isn’t right Stick with lowercase letters. the same rules apply. you have the ability to link back to your site (or a particular post/section of your site). make sure that you 126 . When you write a guest post for someone. so stick with the default lowercase Having poor URL structure can result in: • Internally competing pages • Lack of indexation by search engines (this leaves your pages basically non-existent) • Inability of users to remember the URL • Targeting/ranking of irrelevant keywords Links Links are absolutely crucial because they conﬁrm relevancy for a site. “Networking on LinkedIn.” but your URL has the keywords “Christmas-cookies.” and the following week you wrote a post called. the shorter they are. the easier they are to remember. make the link say something like ‘LinkedIn networking tips and tricks’ instead of ‘click here.and lowercase. So. There are two ways that links work: internally and externally. When you link to your content internally. but don’t try to ﬁt a thesis into your URL. but these will be covered on the SEO blog (as mentioned above) Make sure the keywords in the URL are targeting the same words that your other SEO elements are targeting. do so with relevant keywords in the anchor text (the word/phrase that users click on to be directed to the link). The simplest example is a guest post. Also. let’s say you wrote a post called. What I mean is that if your title tag and description mention “Discount Dell laptops. There are a few other factors at play here.’ Any time you link to your content internally you want to do so with keywords and phrases that actually matter so be conscientious of this. which is a valuable waste of a link. but what do you say? A lot of people just use links that say ‘click here’ or ‘check this out’. URLs can take both upper. External Links External links are incoming links that you get from other sites/ places. Internal Links Internal linking refers to how you link to your own content.
Built-in theme options . Platinum SEO . don’t overdo it by making your link a whole sentence • Remember to ﬁgure out what you want to rank. noindex. Head Space . descriptions. and also have an option to automatically create meta tags. such as “click here” • Internal pages that compete against each other • Lack of rankings for the terms that you are trying to target • Lower click-through rate because of irrelevant anchor text One of the great things about using platforms like WordPress to create your blog or site is that much of your SEO can be done quite easily or even automatically. like Thesis. then try to get links from other places that revolve around shoes • Don’t overstuff your text. WordPress has several plug-ins that will help you with the SEO of your blog.Some of the premium themes. follow. using 2-3 words in your link is enough. Things to keep in mind for links: • Focus on quality and not on quantity. Let’s go over some of the most popular plug-ins to make it easier to choose one for your needs: All in One SEO . but takes it a bit farther and automates a bunch of the options. and then use those terms and their variations in your links • Don’t spam. 127 . nofollow and others to help you manage your content in a search engine friendly manner. will incorporate these features so you don’t have to use a plug-in.After installing the plug-in you can easily change and edit your titles. stay away from so called “link farms” or people who promise you 1000+ links in 30 days. If your site revolves around shoes. and keywords. It helps avoid duplicate content with options to not have categories and such indexed.use targeted keywords or phrases when linking to yourself.Add and edit all of your meta information easily and customize it with “wild cards” that can be set for users.Has all of the features of All In One SEO. try to get links from relevant places. It also gives the option to quickly add tags like index. Links should be built organically Not linking properly can result in: • Ranking for terms that you didn’t intend to target.
You can have a great product or service.When done properly SEO can really help increase your brand awareness and visibility online. you can make sure to be seen! 128 . but if nobody can ﬁnd you then it’s like you don’t exist! With SEO.
Traditional broadcast media is not going to become the middleman to bring people online. It’s important to note that with social media there are both quantitative and qualitative metrics that you can use to calculate your return on investment (ROI) and impact. or the customer purchase 129 . but there is no understanding of things such as average cost per transaction. Don’t believe us? How do organizations measure the effectiveness of their full-page spread in the New York Times (which run between $75. However. the cost of acquiring and retaining a customer. Pepsi Raw in the UK has already started doing this by sticking their Twitter account on their actual Pepsi cans. As marketers we are going to have to take our audience from a medium that can’t be accurately measured (ofﬂine) and bring them into a medium that can more accurately be measured (online).000 and $100. or the giant billboards they have sitting on top of a building in the middle of a busy intersection? Traditional forms of advertising are mainly measured by “eyeballs” (the number of people that actually see those ads). For example. You can also measure ad effectiveness through subscriptions and coupon codes. if the ROI from a social media campaign is to be measured. Having the tools and internal infrastructure/processes in place that will allow you to measure your ROI and impact are also important. the problem with traditional media is the inability to measure or track ROI and impact. depending on the day). As mentioned above.We’re going to make a bold statement: social media is more measurable than traditional broadcast media.000. their million-dollar broadcast commercials. but its effectiveness is dwindling. So what’s the golden rule of metrics and measurement for social media? Just measure it. thus bringing the ofﬂine consumers into the online world where relationships can be created and developed further. before getting started its important to pinpoint what you want to measure and why. The best approach for traditional media is going to be to integrate with social media or online marketing. Traditional media can still be effective and still has its place among certain consumers.
social media will become ubiquitous as a company standard. search engine rankings. let’s take a look at a few of the quantitative metrics we can use to measure the success of our social media efforts: • Number of visitors or amount of trafﬁc to a particular page/ site • Conversion rates. start by looking at metrics such as incoming links. and referring trafﬁc sources. but you will agree that these are crucial metrics for any business. it’s not always possible to put a value on a conversation or the number of conversations in which you engage. If the brand awareness and visibility needs to be measured. Think about this. If using social media from a PR standpoint is the goal. then that’s what is measured. blog comments. How can the ROI of friends be measured? Not an easy task right? The same is true for social media.cycle (among many other things) then there’s going to be one heck of a problem trying to show ROI. Now. This is why it’s important to start with marketing accountability and then branch down from there. Measuring ROI can be condensed into a four-step process called DIDM: • D = Deﬁne your GOALS • I = Identify the METRICS that represent those goals • D = Determine the TOOLS and methodology for measuring your metrics • M = MEASURE Since social media is largely about connecting with and interacting with people. or actions that you want your audience to take when they visit the site 130 . amount of online conversations. Let’s take a look at a few qualitative metrics: • Company engagement and participation in relevant discussions • Quality of the discussions that you engage in • The loyalty of customers as a result of social media engagement • The reputation the company has as a result of social media • The amount and quality of the interactions that users have with your organization • Information your users give you for product development or marketing purposes All of these metrics don’t have a strict value that can be assigned to them. then look at things like blog mentions. However. If the goal is to ﬁnd out how many sales are generated from leads. and site trafﬁc. there is a large amount of “qualitative ROI” or “social value”.
• • • • • • • • • • • The amount of time that people are spending on your site.” 131 . Free tools to use: Google Analytics Google Analytics is one of the best analytics solutions that you can use to track information on your site such as site trafﬁc. FeedBurner We highly recommend Feedburner as both an RSS and email subscription service. Quantcast A great tool to help you understand your audience. BTBuckets Another free tool that helps with really segmenting an audience based on their behavior into “buckets. Keywords people are using to ﬁnd your site The sites that are referring the most amount of trafﬁc for you The most popular pages/content on your site The number of incoming links you have to your site and where those links are coming from The number of leads or the amount of money made from direct sales The number of RSS and/or email subscribers These are just a few of the many metrics that we can use to measure the success of social media campaigns. The tool provides a great way to track how many people subscribe to your site content. Tweetburner A tool that allows you to measure how many people click on a particular link that you share on Twitter. yet the information you will glean will make a world of difference for your online marketing campaigns. Increase in sales Decrease in the customer purchase cycle Decrease in the amount of money needed to acquire and retain a new customer The various parts of the world your users are coming from. Google Analytics is easy to install. and geographic reach. popular content. Quantcast provides valuable demographic and some psychographic information that really helps get a better understanding of who your audience is.
Xinu or Yahoo Site Explorer Both of these tools are free and allow you to see how many incoming links you have for your site and where those incoming links are coming from. or even monthly measurement. Once you reach a point where you are tracking several hundred or thousands of keywords. traditional marketing is not dead. these “things” then show you the social media ROI. There are more sophisticated methods of measuring as well. The reality is there are a lot of things that you can measure and track when it comes to social media. Remember. This tool requires that you use Mozilla as your Internet browser but allows you to enter a domain with multiple keywords to effectively track your rankings online. Schedule your benchmark measurements quarterly. The key thing with measurement is to remember the DIDM process. You don’t need to spend all of your time staring at your analytics. it just needs to be integrated. Another approach you can take (and should take) is to actually poll and ask your customers directly. This is perfect for many organizations. creating surveys that stack your brand up against your competitor to ask customers which one of the brands they trust the most is a great idea. weekly. after the purchase. “Did you ﬁnd this through social media?” If you want to ﬁnd out if your brand image increased. is the Mozilla Rank Checker Plug-in. social media is a conversation. if you want to ﬁnd out how effective your social media campaign was at attracting new customers. Doing so will clearly show you the trends you need to see while eliminating the often random ﬂuctuations that can be seen from either daily. ask your customer. Mozilla Rank Checker Plug-in Another free tool courtesy of Aaron Wall at SEObook.and relationship-based medium. it will take some time to build trust and inﬂuence within the community. then you can upgrade to one of the paid tracking tools out there. Remember. these have more to do with correlations and statistics that you can pull from your analytics tools. For example. 132 .
Maybe we should create a new term for—“social ROI”! Either way. then please do not use the term ROI. “In the social media space there is a difference between impact and ROI. Why is it important to understand and track ROI? Because. the conversations you create. get people to download a demo. value. but if a dollar amount is not involved.000 (meaning you made $5.000 in a month long social media campaign that generated $10. there’s nothing wrong with using social media for impact as long as you realize that your measurement metrics are not going to be in terms of dollars. accountability for marketing and social media efforts is needed. (insert marketing jargon here). The links you get. If you spend $10. or have people talk about their product and that’s ﬁne. Let’s say for example that you invested $5. but in terms of impact metrics that we discussed earlier.” Having said all that. ROI isn’t just about making money it’s about building and strengthening a brand in the long term. and going forward we are going to have to develop systems that we can put in place to actually track ROI. you can call it whatever you want: beneﬁts.000 on social media 133 .Return-on-investment (ROI) has long been a ﬁnancial metric. The actual dollar amount you get is the ROI. Olivier Blanchard from The Brand Builder said it best. impact.000). You have to understand when you’re talking about ROI and when you’re talking about impact. Actually. is this positive ROI? What if in that month you ended up damaging your long-term reputation or hurting one of your other products or services (such as by decreasing sales)? Now is this a positive ROI? Social media needs to become a part of business and not stand out as a separate entity. if we were to take this one step further we can say that ROI is even more than a ﬁnancial metric. at the end of the day you want to be able to show what happened to an investment you made in a particular strategy or campaign. In fact. There are plenty of companies out there that want to just increase trafﬁc to their site. and the friends you make are all characteristics of impact.
“What’s the ROI of your telephone or email platform?” The reason this gets brought up so often is because when it comes to our phone or email. The objective could be to increase leads. Only social media can be used for product development.efforts. market research. LinkedIn. but have no way to measure the amount of money made from that investment. email. it’s about time businesses evolved. Determining the ROI from a conversation has been and always will be impossible. and social media are all communication platforms. The biggest shift of ROI comes from thought pools based around customer interaction. how can you quantify the monetary value of a conversation? That’s not to say there is no way to quantify the activity and work being done. sales/ leads generation. The business tools that we have at our disposal have evolved. platforms. and community amongst your users and customers. authority. A social media strategy or campaign doesn’t have to refer to Twitter. increased brand awareness and loyalty. then how are you going to know if it was a good investment? How are you going to evaluate success to determine if you should keep investing your time and money into social media? When discussing ROI you will often hear. Only social media allows you to get free information from your customers on your products or on your competitors. Phone. After all. or to show a certain increase in dollars and cents (aka ROI). We couldn’t function without our phones or email systems. To prove this. but only one of them allows you to build trust. Facebook. ask yourself the following question: “How much would you pay to keep the people you know in your life?” Think about everything you have learned and experienced with the people you know. we don’t really think of ROI because they are standard business tools. Think of social media as your new phone and email platform. You can determine the ROI from a social media campaign by benchmarking and looking at where a company was before a campaign and where it is after a campaign. there is a difference between determining the ROI from a conversation and the ROI from a social media campaign. but more powerful and more valuable. increase trafﬁc. micro sites and interactions that are designed to achieve some sort of business objective. or any other speciﬁc tool or platform. However. Eventually the same thing will happen with social media. Earlier we went over metrics and how you can determine results from that. The key here is determining what your goals/objectives are and 134 . A social media strategy or campaign is the collective use of tools. The challenge that we face with social media is that there is no way to derive a dollar amount from conversations. can you put a dollar amount on any of your experiences? No.
and interact. but also for it’s willingness to work with. Questions like. The company had no idea that people were upset over what happened. educate.right?). The commercial was meant to be a lighthearted attempt by a large corporation (Johnson & Johnson) to be hip and market to women with children. The reason it caused such a ruckus is because many women felt that Motrin was saying that children were nothing more than painful fashion accessories. This debacle raged for several days before the company took the commercial down and issued an apology. Social media has been known to change the opinions of people when it comes to brands and what they represent. they could have responded quicker. promote. Online petitions were being created for Moms the world over— literally the world over—to boycott the use of Motrin. honest. These are some of the reasons why people began to ask questions about the traditional ROI model as it applies to social media. If you’re not familiar with the Motrin debacle. Pick what you want to measure. I’ll sum it up. support. If they had been active in social media. or even avoided the whole thing through group strategies and feedback. A brand can be recognized for more than the products or service it offers. “What’s the value of brand perception? What’s the value of showing that we really care? What’s the value of a conversation with another human being? What’s the value of being part of a community and supporting it? What’s the value of interaction?” There are many variables to discuss and to think about. Then came Motrin. so many ways to interpret the far reaching effects of social media and the power it has to build. and transparent interactions with your customers and prospects. 135 . So here we have a company that wasn’t listening in the arena it was attempting to play in and with that came resounding consequences. This spread through the Internet like wildﬁre! Twitter was awash with #Motrin.then identifying and measuring the relevant metrics: if you want to measure ROI. and measure it! Social media is facilitating more open. Customers can be retained and their opinion of a particular company can be elevated through interactions. implemented immediate damage control via their reaction strategy. #MotrinMom. Facebook groups sprung up. discussions about the whole thing were happening at an incredible pace. if you want to measure trafﬁc then don’t look at the dollar amount. don’t look at links. Motrin released a commercial on its website and throughout the web that many people thought was demeaning because they likened children to fashion accessories.. and talk to its customers. Blogs were buzzing with the news. and other such hashtags (which you now know all about since you read chapter seven..
So the actual number of views for these two videos is much larger than 5. One of the employees literally said.” Jacob went home and made a video to share his thoughts on what had happened. with his FedEx nightmare? Needless to say.000 views directly on the site (thousands more through various syndication channels such as Social Media Today).” FedEx also said they wanted to use Jacob’s video as part of a training process for new trainees so that they could see and hear exactly what a customer has to say about their brand. People forge their own opinions and disseminate the information as facts. and emails from various FedEx employees and executives around the country. and dare we say. Jacob also received a limited edition package of chocolate covered grasshoppers from FedEx that were delivered to his parents’ house. he didn’t have a pleasant experience. and misinformation gets spread very rapidly and brands get damaged in the mix. Following the FedEx response. They could have just ignored them. brand evangelist? Less than three weeks after the two videos were created they had over 5. they offered to ship his work to him for free! The videos circulated all over the country (and the world) and eventually Jacob received an email from the manager at the FedEx Ofﬁce store a few blocks from his house where he had his business cards printed! The manager apologized for the situation and said that the employee would receive some coaching tips/advice on how to better deal with the situation. all sharing their thoughts and opinions on the videos. Jacob received LinkedIn invites.500 embeds (meaning people posted the videos on other sites 8. delicious! FedEx didn’t have to respond to Jacob’s videos. Facebook friend requests. that wouldn’t make them go away.500 times). In the video. and around 8. On a side note. Have you ever given someone your phone number or contact information just to be polite? Then the person tries to get a hold of 136 . Jacob was contacted by FedEx and was told that they were very sorry and that FedEx needed to do more to “live the brand. Want another story? Remember Jacob’s story. Instead FedEx took a proactive approach and instead of leaving Jacob an irate customer. “I don’t make the rules. but again. mmm. The videos were passed around to all FedEx employees around the country.Conversations surrounding your company happen whether you’re there or not.000. blog comments. I just work here. they were able to turn him into a happy customer. Jacob stated the only reason he will continue to be a FedEx customer is because of the response he received from the company. Several FedEx employees across the country offered to work with Jacob the next time he needed anything done at FedEx Ofﬁce. Within 24 hours. Jacob put up another video praising the company for their swift and actionable response.
marketing. meeting friends. People get impatient. You may have an 800 number for customer service and technical support. The game is changing. the questions that need to be asked are also changing.you and you assume that by ignoring them that they will just go away. Angry customers no longer tell just ten people. Companies without an interactive web presence will be left behind. it’s a matter of when. PR. The world is changing and it’s causing the way meetings. It’s not a matter of if. and with our growing trust of online friends these opinions are becoming more and more important to people and are heavily inﬂuencing the way they spend their hard earned cash. Well. even thousands of people. Motrin deﬁnitely understands the Risk Of Ignoring. they now tell hundreds. customer service. and because of this. but that’s no longer enough. ignoring a problem will not make it go away: it’s going to make it spread. and any other social interaction happens. tech support. One thing is for sure. People don’t have the desire to go through the same old song and dance. 137 . or don’t have the time to sit and wait on hold to get something resolved. Questions like: • Can I afford to NOT listen to what people are saying about my company? • Can I RISK missing out on opportunities to build relationships with my customers? • Can I really RISK ignoring the evolution of the web and human interaction? The answer to all of these should be no. dating. branding. in social media. staying in touch.
Things to consider when setting up your goals: • What are the resources you have to commit to the project? • How are you going to measure success or failure. Make sure you understand what people are saying about 138 . Wanting to jump on the social media bandwagon just because it’s the “new thing” is not a goal. By now you might be thinking. “This sounds great. You have to understand why you are getting involved in the social media space and what you’re hoping to get out of it. we’ve laid out things that you need to do in order to make social media work for your business.We’ve covered a lot! Everything from the importance of social media to the various tools and platforms out there. We’re talking about actual business goals here. Go back to the listening chapter and take a look at some of the tools we have discussed there. but how do I get it to work with MY business?” It’s a great question and to help answer it. setting up goals is one of the most crucial things you can do. Step one: S = Set up your goals As discussed throughout this book. Saying that you want to get involved in social media because your competitors are. What metrics and methodology/tools are you going to use? • Make sure to benchmark/measure where you are so that you can track progress • Take a gander at what some of your competitors are doing in the social media space Step two: L = Listen Listening is so important we devoted a whole chapter to this… remember? Note: Some companies choose to listen ﬁrst and then structure their goals around what they ﬁnd. We call this ﬁve-step process SLAMA. that is also a great way to go about getting started with social media. is not a goal.
etc. your brand. This can even change from product to product. and your competitors (if anything). this can be anywhere from 30 days to several months • Make sure you have the proper tools in place to listen. It’s not about how many networks or platforms you belong to. Knowing this will help you save time and money in your campaign. Don’t join 20 platforms unless you can 139 . If your goal is to increase sales and your customers want a resource center. depending on how large your organization is and how much information you’re tracking. if you manage to build a community and keep the community happy. Why? Because. then build a resource center that encourages users to purchase a product. so listening and doing your due diligence is incredibly important. email. then you may want to go with a premium social media analytics tool such as Techrigy or Radian6 (roughly $500/month) • Don’t be scared to ask/talk to your customers. You can do this through surveys. to be a part of a community. While doing this research you might ﬁnd that the visitors to your site don’t have a Twitter account. but how you use those networks. Also knowing if your customers want news and announcements. Things to keep in mind when listening: • Give yourself enough time to listen. discount offers.? Find out what your customers want and give it to them. Remember. You can’t get involved in social media unless you have a solid understanding of what conversations are already taking place and where those conversations are taking place. They will both help you shape a strategy that is right for you Step three: A = Act At this point your goals are clearly established with a clear understanding of what your online brand image is. where your customers exist online. so ask them what you need to do to make that happen • Both negative and positive ﬁndings are important. We also want to point out that it’s important to ask your customers where they exist online and what they want from you. Keep in mind that you want to try to integrate your goals while giving your customers what they want. If you’re a large organization or if you are tracking a lot of data. Things to keep in mind when acting: • Remember to focus on quality and not quantity. etc. then the community will help do the marketing for you. and what they want/expect from you.you. Always try to put your community ﬁrst and yourself second. your existing networks. you’re trying to build relationships with your customers. or maybe they are all on Facebook.
is not participating and existing doesn’t build relationships Don’t spam and don’t try to push your content. There are tons of things you can track. it’s how you respond to that feedback that matters (yes. authority. but just remember to benchmark the metrics you want to track so you know where you were when you started your social media efforts.• • • actively manage. and analyze. Don’t get sidetracked with every little thing. Remember. Stick to what you have decided matters Step ﬁve: A = Adapt This process is a cycle that never ends. You won’t see results overnight. We won’t go too crazy with measurement here (that’s for another book). and contribute valuable content to all of them. measure. Social media is NOT a way to broadcast your advertising at people. participate. try this on a monthly or a quarterly basis. It will eat up your time and money quickly • Remember to measure the metrics that matter. Adaptability is crucial for the success of a social media campaign. Things to keep in mind when measuring: • Measure at regular intervals. It will most likely take many months before you are able to establish trust. Things to remember when adapting: • Make sure you always have the resources to keep moving • Stay up to date on new tools/strategies that are available • Constantly re-assess your goals based on the data that you collect Extra Tips: • Manage your expectations properly. there is nothing wrong with receiving negative feedback. we covered this too) Step four: M = Measure You should already have deﬁned metrics you are going to use when measuring your success. but you don’t need to. and value within your community You’re not always going to be praised and loved by your community so keep in mind. Be realistic 140 . existing. It’s not always important to stare at numbers at a daily or even a weekly basis • Keep your measurements relevant to your goals. As new tools emerge and as your community expands you are going to have to continuously do all of the above. It’s a way to connect and build relationships Things take time.
and then move onto the next Set aside a set amount of time each day.• • • • Don’t give up if you don’t start to see results right away Try to integrate social media into some of your other marketing efforts Put your Twitter account on your business cards Put your blog URL in your email signature Socialize your marketing Start slow. Implement one thing. get it going. Do this long enough and soon it’ll just become part of your day 141 .
Nowadays. share your photos on Flickr. you’re expected to tweet what you’re doing. and manage your online information with RSS feeds…all in one day! We can feel you screaming. you need to ﬁnd a balance for your social media usage. The short answer to your burning question is yes: it is possible! You have to remember that all of the tools out there also act as ﬁlters. Twitter and FriendFeed see millions of conversations on an hourly basis. As an organization (or as an individual). The social media era has also brought about the ﬁltering era. The challenge that most organizations have is trying to ﬁnd time for social media. there is a lot of information ﬂoating around the web. post to your blog. Every day new tools or platforms emerge. but now you get to choose exactly what information you want delivered to you. For example. Sites like Facebook. instead of scouring the Internet for information about a particular topic you can set Google Alerts and have the information delivered to you on a daily basis. then start with one or two tools or platforms that you can easily manage. bookmark information with Delicious. You can also rely on social media aggregators such as FriendFeed that allow you to see what your friends are doing across various social networks all in one place. we’d like to help. Aggregation tools can be an efﬁcient way to participate in the social media space. If you’re just looking to get started with social media. Once you start with something and you can easily manage that. And once again. each with the potential to change the way we interact with people and run a business. you can begin to 142 . you can just open your RSS reader and scan through all of your blogs in one place. comment on your friends’ Facebook walls. You don’t need to visit hundreds of blogs a day.It’s no secret that the social media space is big…very big. “Is this even possible?!” from here. There is no sense in subscribing to dozens of social networks if you can’t actively participate in and contribute to all of them. Yes.
Manage Your Time Efﬁciently Create a little social media system for yourself and stick to it. You don’t need to feel pressured into do anything.Use Twhirl or TweetDeck and just leave it open in the background • Social networking . Though once you get hooked. and our blogs. use the weekends as your own personal no social media days. For example you might want to start off with something like this: • Blog . You can always modify or adapt it as time goes on. Create a little social media schedule or process for yourself and see how it works out. that’s 143 . Take Time Off You don’t have to blog or tweet every single day. and enjoy yourself. Stick with a few core tools It’s almost impossible to keep track of all of the various social networks and tools out there. Here are a few tips to keep you from getting overwhelmed. Of course. Instead of worrying about creating a new account on every new platform that comes out we stick to core platforms. but hopefully you get the idea. but the above four platforms make up the core. The best way to keep the conversations and the interactions ﬂowing is by having fun. Sure there are a few other things out there that we use. LinkedIn.1 hour a day. Don’t Get Stressed Out Social media is about conversations and interactions. Before doing anything ask yourself why you want to get started with social media and ﬁgure out what it is you hope to achieve. Facebook. go at your own pace. Identify Your Goals We’ve talked about this already but we’re bringing it up again because it’s very important. Perhaps you need a day or two to just shut everything off. Don’t be afraid to give yourself some time off from social media. in our case these are: Twitter.slowly increase your social media usage. this is just a basic example.1 hour a day • Twitter .30 minutes a day • RSS Feeds . Once you have your goals in place you need to make sure that every action you take is somehow a step in reaching your goals.1 hour a day • Create content .
product. We hope these tips help make sure that social media doesn’t become too overwhelming for you. Companies such as Dell and Comcast have entire teams devoted to monitoring just Twitter for conversations that are happening on a continuous basis.easier said than done. It just means that you need to be mindful of the relationships between the time put in and the resulting outcomes. If you choose to do interact on social media thirty minutes a day then that’s ﬁne. or service are only going to intensify. 144 . The social media space is only going to keep growing and the conversations about your brand. Make sure you have an ear to the ground and join the conversations. Make no mistake about it social media does take time and it’s not as easy as some people claim. What it really comes down to is integrating it into the rest of your daily activities. One crucial thing to mention here is that you get out what you put in. Does this mean that you can never leave your laptop? No. you’re probably not going to get the desired results. But understand. There are always relationships that can be built and conversations that can be engaged in. and with a little practice it will quickly become second nature.
and research needs to be done to get your company in the game. pretend you no longer speak their language. if you’re still not sure about what’s going on. what type of reviews. educational. Enough about us though! The last tidbits we want to impart upon you (besides our biographies at the end of the book) are these tips to help you ﬁnd the consultant or company for you. If you feel like you’re just coming out of a hangover and are trying to remember what happened last night. that’s just the effects of information intoxication. How was your journey? We hope it was enlightening. help you.Whew! You made it to the end. you wouldn’t or at least shouldn’t. and quietly make for the door. because shifty eyes don’t show up on avatars: Practice what you preach If a consultant tells you they can rock your social media world and isn’t actually participating in the social media space. or provide training workshops with your company. 145 . then you should probably smile. and entertaining. You wouldn’t trust a mechanic whose only exposure to cars was watching Nightrider reruns would you? (Even though Nightrider rocked!) No. audits. If at this point you’re looking at what we’ve given you and are realizing it’s only the beginning and you’ll need to still spend some time researching options to stay on top of the current ﬂow of information then that’s good. that it’s ok. analysis. here are Josh and Jacob’s things to watch for. and build social media strategy plans with clients to help them become successful. train. how to use social media. This is the part of the book where we’re going to tell you that if you feel overwhelmed by all of social media. We’re both social media consultants who work to educate. However. So don’t trust your social media strategy to someone who doesn’t practice what they preach. then that’s where people like us come into play. So without further adieu. nod your head. don’t worry. We’ve done our job and opened your eyes to what’s happening and hopefully provided you with a handy little toolkit to get you started. You can ﬁnd out more about each of us individually in the biography section we would love to work with you.
very large planks. and chances are you might not live in the same states as us. How? Make sure to ask your consultant how they are going to create and roll out a social media strategy. The point is that if someone tells you that they can get you 30. don’t hire them. please Google ‘therapist’ and make an appointment). RO…Who? If your consultant tells you that there is no such thing as ROI from social media then you have a problem. we’re out there and we’re not hard to ﬁnd. Please stop by our sites and proﬁles to say hi. or Skype. This part is common sense but many people forget to ask. Congratulations. It takes time to build relationships. There’s a difference between saying that there is no ROI from social media and not understanding how to calculate it. this isn’t a short-term approach and it’s not a numbers game.000 Twitter followers or make your sales skyrocket in a month.Too good to be true If we told you that for $5 we would give you magic social media beans and pixie dust that would create and execute a killer social media strategy for you. boat. they’re lying. and authority through social media. you have now been #TwittFaced! 146 . and they start giving you answers right away. The ﬁrst step for any social media campaign is research. trust. We both live in separate parts of the country. because we’ll come to you by plane. Also. then they are probably full of it. remember that ROI is a ﬁnancial metric as in dollars and cents. There is ROI from social media and if your consultant tells you otherwise then they should be beaten with large planks of wood. You can never answer a ‘how to’ question without ﬁrst understanding the business and their goals. would you buy them? (If you said yes. Ask before you act If you ask a consultant how they would do something. If your consultant can’t provide you with a clear and detailed explanation of how they are going to create and implement your social media strategy. We hope you have enjoyed this book and would love to hear from you. Which is ﬁne. We’d love nothing more than to get to know you and your company and how we can help. train.
what will be the impact on my bottom-line?” How you calculate it is up to you and your accountant. So ROI. from more visits to a website and an increase in social mention/WOM to an increase in 148 . Program validation through ROI analysis can also be done midcourse: 6 months into the launch of ﬁve separate programs. but something is going on inside your stores that you need to understand. but ROI is always a relationship between dollars invested and dollars earned as a result of X. Q: Can you expand that some more? A: Another way to look at ROI is in selecting which programs should take precedence over others. especially if your resources are limited. For example: Say your social media program is attracting 10. That impact could be any number of things. which can in turn lead to course adjustments which result in success. aside from being a means to an end can also be used as a benchmark diagnostic tool to identify hidden problems in your business.” Think Action (by the business) leading to reaction (by customers) leading to impact/effect (on the business). Does this mean that programs with zero or even negative ROI should be sidelined? Not necessarily. If one program seems to have the potential to give you a 10x return and another only offers a 2x return. Maybe your program is successful. The 2x program may have to wait until later. then you may want to go with the program that will earn you a 10x return. It simply asks the question: “If I invest $X into this program.000 new visitors to your stores each month but your sales are still ﬂat. Q: What’s the difference between ROI and impact? A: Impact is synonymous with “effect.Q: What is ROI and how should a company measure it? A: ROI (return on investment) is the most basic of business justiﬁcations for any kind of investment. But understand that something isn’t working is the ﬁrst step to understanding HOW and WHY something isn’t working. a management team could look at how each of these programs is contributing to the company’s ﬁnancial situation: Some may be doing well while others may be bombing.
is that it is purely ﬁnancial: 1) When it comes to ROI. impressions. how can you develop a methodology or identify the right tools for the job? 149 . The list is as long as you want it to be. In the world of P&Ls.transactions or customer satisfaction. Many of us (myself included) fell into that trap for years. improved service. positive WOM and recommendations. 3) If you don’t clearly see how to measure something. That disconnect has helped muddy the water for so long that it is now spilling over into the social media discussion since so many social media consultants come from the marketing world.) and/or b) increases in revenue due to increased customer retention. There isn’t anything patently wrong with that. ROI is a type of impact. eyeballs are currency. Q: Why are companies struggling to measure social media ROI? A: 1) Not understanding the difference between impact and ﬁnancial impact (ROI) makes it difﬁcult for companies to understand what to measure. etc. What makes it different from all other types of impact though. And 2) ROI is never measured in eyeballs.000 pairs of eyeballs”). and bad habits can be tough to break. eyeballs truly constitute ROI (“Invest $X in our services and we will put you in front of 1. 2) If you don’t really know what to measure. or click-throughs. etc. less headcount needed. the ROI would be related to a) a direct cost reduction for that call center (less phone time necessary. 2) Marketing ﬁrms’ (advertising. So while the impact of incorporating a social media practice within a customer support department may yield a groundswell of positive impact (faster resolution times. good luck ﬁguring out how to measure it. etc. ROI has been loosely used to refer to every type of impact (ﬁnancial or not) for decades. impressions and eyeballs. To Agency veterans. PR. visitors. Technically.) Q: Why do some companies confuse ROI and impact? A: Two reasons 1) Many companies tend to confuse ROI and impact because even internally. But what we’re dealing with here is a chasm in perspectives between the marketing services world and the business management world: In the world of media buying. you are either looking at an impact on cost or an impact on revenue. ROI is always measured in dollars.). etc. the almighty dollar is the only currency.) deﬁnition of ROI was (and still is) tied to exposure.000. customer satisfaction. increases in customer satisfaction.
you have a beginning and an end to each campaign/program narrative. I want to caution anyone against using cookie-cutter “ROI calculators” in social media. an equation or spreadsheet isn’t likely to get you from start to ﬁnish.Impact . more chatter in the blogosphere and on Twitter about your company. Google Analytics won’t cut it anymore. deeper penetration into weak product lines. measuring the impact of anything web related (social web or not) is limited to traditional web analytics like trafﬁc and click-throughs. increased frequency of transactions. measuring the ROI of social media begins with a clear understanding of what ROI is and isn’t. Once you clearly understand the hierarchy of action--> reaction --> Impact--> ROI (as applicable). someone who knows what they are doing and sees all of 150 . you cannot build an effective measurement practice around your social media program. You have causality and correlation. etc.) There is no magic pill here. business development and social web activities with sophisticated web monitoring tools like Radian6. You can start measuring deltas (changes) between milestones before and after the launch of a campaign or program. etc. 3) You must understand how to take advantage of new monitoring and analysis tools like Radian6. If you have confusion at the beginning. Companies looking to measure the impact of their social media programs MUST use social media monitoring software.) If the impact seems to be affecting sales in some way (net new customers. The fact that social media has the word “media” in its name doesn’t help steer the measurement conversation away from “media measurement. Because the process of determining ROI when dealing with social media is so multi-layered and timeline-based. By overlaying timelines that include all marketing. 2) You must understand the difference between ROI (ﬁnancial impact) and non-ﬁnancial impact. Without such tools. In order to truly calculate ROI in social media. Also. (More visits to a website. more inquiries about a new product.So you see. You can then work your way back from impact to reaction to action to identify the source of an impact delta.ROI (as applicable).) then you can connect the dots and link revenue deltas to speciﬁc actions taken by the company (and the cost associated with each of these actions). The key here is threefold: 1) You must understand the order in which things happen . (Every social media ROI calculator I have seen so far has been a miserable failure.” It’s very nomenclature is confusing to many in the industry. sales.Action Reaction . you can actually map out what action (or combinations of actions) led to what reactions.
151 . This type of analysis cannot be automated or distilled down to a simple 20-minute plug-and-play process. so . however.and probably not anytime soon..while complex in the way a puzzle is complex . is that the real Social Media ROI calculation process is both ﬂuid and highly adaptable. Special thanks to Olivier Blanchard for providing this interview.the moving parts is going to have to roll up their sleeves and do the work. The good news. At least not yet..it really isn’t hard to put together no matter what type of business or industry you are in.
2009 <http://www.com/content1182>. 2009 <http://www. FaceBook. “Cone Finds That Americans Expect Companies to Have a Presence in Social Media.marketingcharts.com. Andrea. and Fun for Moms and Moms-To-Be. Continuing to Grow by 600k Users/Day .” www.” Cone.com/ direct/nearly-70-of-online-adults-use-social-media-often-researchproducts-6101/>.Chapter 2 “Nearly 70% of Online Adults Use Social Media.” Cone. “Press Room. “Finds That Americans Expect Companies to Have a Presence in Social Media.” CafeMom: Advice. Population and Telecom Reports. 29 July 2009 <http://www. 12 Aug.coneinc.com/press/info.Internet and Population Statistics. 12 Aug.com/ StaticPage.com/about/index.com/stats2. coneinc.” Statictics | FaceBook. php>.cafemom.” Inside Facebook .bebo. Often Research Products. 29 July 2009 <http://www.htm>.Tracking Facebook and the Facebook Platform for Developers and Marketers . 152 .jsp?StaticPageId=2517103.bebo. 29 July 2009 <http://www.” MarketingCharts: charts and data for marketers in web and Excel format.CafeMom. Web. insideFaceBook.” Internet Usage World Stats .com/ content1182>.php?statistics>. Larrumbide. “About. Support. Startups / Niche Networks “About . 29 July 2009 <http://internetworldstats. Facebook “Facebook Surpasses 175 Million Users.com/2009/02/14/FaceBook-surpasses-175-millionusers-continuing-to-grow-by-600k-usersday/>. “America Internet Usage Statistics. 29 July 2009 <http://www. 29 July 2009 <http://www.
org/wiki/Bebo>.wikipedia.wikipedia.Home.Wikipedia. “DeviantArt .” Red Room | Where the Writers Are. the free encyclopedia.” Wikipedia.” Wikipedia. 29 July 2009 <http://www.Quantcast Audience Proﬁle. 29 July 2009 <http:// secondlife.com/ press/>.Wikipedia.com .” Friendstre at a glanceQ2 2009. the free encyclopedia.” Wikipedia.wikipedia.org/wiki/Ning>.Wikipedia.Second Life Ofﬁcial Site . avatars. 29 July 2009 <http://en. the free encyclopedia. the free encyclopedia. the free encyclopedia. 29 July 2009 <http://en. 29 July 2009 <http://en. 29 July 2009 <http://en. the free encyclopedia.com/images/Friendster_At_a_Glance_ Q2_2009.Wikipedia.org/wiki/ Friendster>. the free encyclopedia. “Bebo . “Press Room | Red Room. the free encyclopedia.” LibraryThing | Catalog your books online.org/wiki/Habbo>.Wikipedia.wikipedia.” Virtual worlds.Wikipedia. “Habbo .friendster. 29 July 2009 <http://en.” Wikipedia.wikipedia.com>.Wikipedia.” Wikipedia. the free encyclopedia.com/press-room>. online meetings .quantcast. “Hi5 (website) . “Ning . 29 July 2009 <http://en.org/wiki/ Classmates. 153 . the free encyclopedia. “Friendstre at a glanceQ2 2009.wikipedia.org/wiki/ Friendfeed>. “Friendster . 29 July 2009 <http://www. 29 July 2009 <http://www. “Classmates.Wikipedia.com/whatis/>.librarything. “LibraryThing | Catalog your books online.redroom.org/wiki/ Hi5_(website)>.com/bebo. the free encyclopedia.com>. the free encyclopedia. “FriendFeed .org/wiki/ DeviantART>.” Wikipedia.“Bebo. the free encyclopedia. 3D chat. 26 June 2009 <images.wikipedia.” Quantcast . “Second Life | What is Second Life?. the free encyclopedia. 29 July 2009 <http://en.” Wikipedia.com” . the free encyclopedia.wikipedia.” Wikipedia. the free encyclopedia. 29 July 2009 <http://en.
hi5 Networks.Home. “yelp. MySpace “Myspace.Home.com/myspace. 29 July 2009 <http://www. “secondlife.quantcast.quantcast.com/friendster.com>. 29 July 2009 <http://www.Home. “redroom.Quantcast Audience Proﬁle.” hi5 Networks Corporate Home Page.Home.” Quantcast .Quantcast Audience Proﬁle.Quantcast Audience Proﬁle.Home.com#demographics>.com/yelp.quantcast. “librarything.” Quantcast . 29 July 2009 <http://www.quantcast.com .Quantcast Audience Proﬁle.Quantcast Audience Proﬁle.Quantcast Audience Proﬁle. 29 July 2009 <http://www.“Timeline of Milestones . 29 July 2009 <http://www.quantcast.com>.” Quantcast .html>.com/scribd.com .” Quantcast Home.com>.com/ning.Quantcast Audience Proﬁle.” Quantcast .com>.com/hi5.quantcast. 29 July 2009 <http://www.com/redroom.quantcast.com>.Quantcast Audience Proﬁle. “deviantart.” Quantcast . 29 July 2009 <http://www. 21 Aug.com>.com#trafﬁc>. “friendster.” Quantcast .quantcast.quantcast.Home.com/timeline.” Quantcast .com .Home. 29 July 2009 <http://www.com .com .quantcast.” Quantcast . 29 July 2009 <http://www.com>. 29 July 2009 <http://www.com/habbo. “hi5.com/librarything.Home. 154 .quantcast.com>.Quantcast Audience Proﬁle.com>.com .com . “ning. 2009 <http://www. 29 July 2009 <http://www.Home.” Quantcast .com/deviantart.Home.com/secondlife. “habbo. “friendfeed.Quantcast Audience Proﬁle.hi5networks.com .quantcast.” Quantcast .com .com .Quantcast Audience Proﬁle.com/friendfeed.Quantcast Audience Proﬁle.com . Document Sharing “Scribd.Home.” Quantcast . 29 July 2009 <http://www.com . com#demographics>.
com/JoshSPeters Facebook: facebook. Utah. Conde Nast.com/JoshPeters LinkedIn: linkedin. ideas.Jacob Morgan Jacob Morgan is the principal and co-founder of Chess Media Group. traveling. Connect directly with Jacob on Twitter (@jacobm) or via his blog at JMorganMarketing. ran an SEO consultancy (with clients such as Coremetrics and Salesforce).com Twitter: twitter. and consultations with Fortune 500 companies and has worked with great clients like Symantec. He’s been deeply involved in the study of social media for several years. and has an extreme attachment to his dogs. He provides social media plans. Jacob is passionate about people. comic books. audits. he’s easily found online and would love to hear from you and listen to your thoughts about TwittFaced. music. You can connect with Josh in the following ways: Blog: Shuaism. and San Disk. He’s the Principal of Shua Consulting and enjoys teaching others about social media and helping guide their efforts to reach their goals. Prior to Chess Media Group Jacob co-founded another social media startup. On a personal level he loves horror movies. To ﬁnd out how Chess Media Group can help your organization visit ChessMediaGroup. When not dreaming about his own haunted house. Jacob is an AdAge-ranked blogger and an active contributor to Marketing Profs.com/in/JoshSPeters 155 . and chess. art. Jacob has been quoted in various publications such as the Wall Street Journal and has spoken at many conferences and events. and worked for a marketing agency where he developed SEO and online marketing strategies for Adobe.com. a social media consultancy focused on driving business results for clients. Joshua “Shua” Peters Josh “Shua” Peters is a freelance social media consultant and business coach living in Salt Lake City.com.
Join us online for opportunities to interact at TwittFacedTheBook.com! 156 .
I have often wished for a guidebook to give clients a solid understanding of how their brand can work in user-generated environments. In fourteen years of working in online community and communications. Threxy 157 .You know more and more of your high value customers are joining social networks all the time. it’s a big. There’s a reason @jacobm is a chess fan: he’s mastered strategy in an often-difﬁcult game of communicating online. TwittFaced is a crash course in social media that accelerates your business to warp speed. speaker. cofounder and CEO. Yelp. Simon Mainwaring. For some. unknown environment. but how do you get started? How do you get your business noticed? Which networks should you participate in? Those are the questions that the authors answer here. for instance. That’s probably why you picked up this book.com. Facebook and Twitter are seeing even more growth than that. Jacob Morgan and Josh Peters’ TwittFaced helps readers navigate through the clutter to the depth and potential found through social media. Social media—the mashup of community and communication—can feel like walking into New York’s Central Station at rush hour. relevant decisions to create a meaningful presence in social media. blogger and founder of Mainwaring Creative. Robert Scoble. It’s an easy-to-digest breakdown of the fundamentals enables you to start building your business right away. TwittFaced is that guide! Samantha Fein. For others. is seeing a million new users per month. including your business) and give you helpful tips to get started. scary. I have spent countless hours deﬁning social media to clients. co-author of Naked Conversations: How Businesses Are Using Blogs and managing director of Rackspace’s building43. an over-calculated risk. They lead you through the various social networks (which are really just web sites where users can tell their friends about things. author. This guide follows his philosophy of making simple. It’s a vital read for brand managers and social media users alike.
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