Breaking Down The Multi-Headed Monster—Social Media

December 5th, 2008

This is part 4 of a 6 part series.

Social Media. You may have heard of the term or not. You may be an avid user of one of more of these web sites providing social media services or not. If you are congratulations. If you are not, you need to get networked.

How do Social Media web sites work?

Networks. There are many types of networks we all deal with.

• Road Networks
  Gets you from one place to another
• Computer Networks
  Get information from one place to another
• People Networks
  Open up opportunities from one person to another

Social Media makes use of people networks. When you participate in Social Media web sites you make connections to people you already know in the “real world” and you also make connections to people you meet online.

The power in these connections lies in not so much who you know, but who knows who you know. The people that are a second and third degree of separation from you. In this scenario if you are looking for something specific, or an opportunity you can put it out to your “social media network.” It is likely that someone you know knows someone who can help you out.

It is really a simple concept and a very powerful one yet I think many people dismiss the power of this type of communication. Some people think that using Facebook, LinkedIn, or Twitter is a complete waste of time. I have to disagree. I have found help and answers to questions from tapping into my networks.

You Can’t Be Everywhere and Everything to Everyone.

You have to pick your networks. Some people chose to use one network exclusively where other people use multiple. I use three:

• LinkedIn
• Twitter
• and Facebook

These are just my preferences at the moment and I use each one for different networks and purposes. I have experimented with others but these are the tools I find myself using almost exclusively. The key is to try one and get started. One note: You should not feel compelled to be on every site.

Chris Brogan said it well in a post called Do You Have To Touch Every Conversation. Chris says: “There are gazillions of other conversations that I’m not touching, that Seth isn’t touching, that Scoble or Kawasaki or whoever the heck you want to put in the *.person.who.should.join.the.conversation should be touching. But is that really the goal? Or is the goal to fish where your fish are, to do what you plan to do, and to do it well?”

As always, let me know if you have any questions or comments please share below.

Breaking Down The Multi-Headed Monster-Blogs

December 2nd, 2008

This is part 3 of a 6 part series.

Blogging or, what I am going to focus on here, business blogging has been written about a countless number of times and does not need to be entirely re-hashed here. So, this may be brief but that is best. I will distill the core essentials of all that I have read and reviewed.

1. Ask yourself the question, “Why Blog?”
   What is its purpose? What is the objective? Here are a few examples
   1. Sell. Sell. Sell.
      You can directly promote products and services to people who may want and need them
   2. Customer Relations
      Build more and better relationships with customers. Foster open and honest communication with customers and prospects
   3. Research and Development
      Promote ideas and solicit feedback from clients and customers
   4. Educate and Inform
      Share information with customers on how to use a product or service. Share content that customers don’t know they don’t know
   5. Internal Communications
      A password protected blog can be used for staff training, communication, resource sharing, etc.
   6. Community Development
      Build a community blog around a product, idea, or service
   7. Public Relations
      Manage crisis situations, promote company vision, communicate company news, etc. From these examples it should be simple to find a way to use a blog for your business. Many times a single blog can serve more that one objective listed above and some companies will create more than one blog to keep the objectives separate
2. Propaganda
   Watch out for the propaganda trap. Be wary of using the business’ blog as a space to spin a one-dimensional PR message. The blogosphere can smell the spin from a mile away and the business can run the risk of having weaknesses exposed unless blogging is done in a transparent way. Businesses need to be able to highlight strengths but also failings where improvement can happen.
3. Blogs are Interactive Spaces
   Blogs are, like it or not, inherently interactive spaces for a give and take of ideas. Typically business websites allow simple interactivity with a “contact us” page, or a form to submit your questions. Blogs offer a comments section where readers have the freedom to share their ideas on what the blogger, or business, has to say. Some companies are scared or feel threatened by this idea and is a reason why many companies do not have a blog. Some businesses blog without allowing comments. But this, in my opinion, defeats the core purpose of a blog-interacting with opinions and ideas. Besides, other people with blogs may be talking about your business already and people could be commenting on what is being written. Instead of ignoring the space it is better to have a presence and get your business’ perspective published. Don’t be silent.
4. Helps Your Business Get Found
   A blog, and the frequency at which you publish, will help your business get found. This happens a couple of ways. First more content on your blog means more opportunities that you are going to be speaking to someones needs. When people search the Internet, they are looking to get their problems solved. Second, the frequency you publish will also help. Websites whose content does not change are seen as ‘dead’ by search engines. The more dynamic a website, the more active and in the eyes of search engines a place of ‘life.’ 
5. Leadership Through Blogging
   By blogging you and your company are speaking out and taking a position on topics that matter to people. You may receive compliments or criticism and that is the point. To engage people in discussing the topics you cover will help raise you and your companies profile.
   
6. Blogging Takes Time
   You need time to write, time to read what is happening in the blogosphere within your industry, time to comment on other blogs, time to reply to comments on your blog, etc. However, this should not deter you. You do need to put aside some time to get your blog going and it does get easier over time. Treat a blog as you would any other company communication, with thought and care.
   Additionally it will take time for your blog to gain traction. At first you may be the only person reading it. You need to let people know that you have a blog by putting it in your email signature or just telling them about it.
7. Don’t Wait.
   Thinking about it will not make it happen. Get started.

There is great potential for a company willing to blog. You need to see it as another tool in your marketing arsenal and make it fit within your entire marketing mix. Opening up, allowing interaction with customers, fans, and potential customers can provide untold benefits.

A Good Visual Explanation

To help understand blogs a bit more, here is a video from the great folks at CommonCraft, Blogs in Plain English.

I would love to know what you think. Leave your thoughts in the comments below.

DesignDetails – December 2008

December 1st, 2008

Volume 02 // Number 12

December 2008

In this issue

1. End of an Era?
2. Breaking Down The Multi-Headed Monster:  Part 3 of 6
3. Breaking Down The Multi-Headed Monster:  Part 4 of 6
4. Find of the Month

Hi,

End of an Era?

The end of my second year writing and publishing DesignDetails has caused me to reflect on this publication and where its headed. What topics I cover, how I distribute the content, its inherent value, even its name. Ultimately how can it provide more value to you and be of service?

I know we have a high readership open-rate. I am able to use tools that track the activity and record the data. Many people open this email and read some or all of it. I do get a few clicks on links I provide, and the number of interactions with readers are low. However, the quality of interactions with readers is extremely high. I have received good feedback about this publication and know that for some of you it provides value.

But I have been asking myself, how can I give people more value? How do I make this publication worth your time and attention and make it more engaging?

I have some ideas about what form this publication will take. The publication will still be around, but some things will change and in life a little change once and a while is inevitable. What I can say is that the new format will be unveiled next month as we continue our 6 part series below.

If you have any questions about any of the content, as always please feel free to contact me. I am happy to answer questions and be of service.

Let’s get to it, here is DesignDetails…

Breaking Down The Multi-Headed Monster – Blogs: Part 3 of 6

Blogging or, what I am going to focus on here, business blogging has been written about a countless number of times and does not need to be entirely re-hashed here. So, this may be brief but that is best. I will distill the core essentials of all that I have read and reviewed.
Read More »

Breaking Down The Multi-Headed Monster – Social Media: Part 4 of 6

Social Media. You may have heard of the term or not. You may be an avid user of one of more of these web sites providing social media services or not. If you are congratulations. If you are not, you need to get networked.
Read More »

Finally, Find of the Month

Every month I share an Internet destination that has some application to doing business, getting things done, or just plain cool. This month it’s about saving ink and to do that you need EcoFont. EcoFont uses small ‘holes’ in the middle of letters to help save ink when printed. According to the web site one can save about 20% of your ink with this font.

Wrap up & Wishes

That’s it for this month of DesignDetails. I want to take a moment to wish you all a Happy and Healthy Holiday Season. The Holidays always remind me of what is truly important in life. I hope you have a relaxing and enjoyable time.

Let me know if you have any questions about any of this content. I always welcome questions and feedback to make this of value to you.

Are you facing a challenge or have a question relating to the Internet? Please share. I can answer your questions and share with everyone.

If you like this e-newsletter, consider forwarding to a friend. Thanks for spreading the word.

Do you know someone in need of expert help or advice with web communications? I always welcome your referrals of friends, colleagues, and family. And let me know if you welcome referrals as well.