I will admit, I do like to waste my time. Sometimes I waste it on YouTube, or Facebook… looking through humorous bumper stickers. I waste mine – and other people’s time – on twitter, talking about useless facts and details of my life. 

But I don’t waste time on Myspace. 

I would like to do a survey on the type of consumers that still use myspace (besides the registered… and unregistered… sex offenders who, according to the lawyer I listened to at Wired Wednesday, pose as teens.)

Who are they? Mostly Generation X and younger (mostly younger). Kids who want to get online for entertainment purposes? 

I used to waste my time on Myspace

And goshdarnit I cannot seem to delete my myspace profile. I remember in the very beginning when everyone thought Tom was Jesus and the t-shirts came out and everyone made it a priority to have the best-looking background theme. Unfortunately… Myspace hasn’t developed into its potential.  

Myspace hasn’t graduated to become a business network

There are two types of internetworks: social networks, and business networks. Many networks aren’t even put in one category over the other… because they serve both purposes. 

For example… LinkedIn is considered a business network. But while Facebook used to be considered a social network, it is quickly graduating to combine business and personal relationships. 

I always tell people that each social network has a different purpose… Facebook is for friends and family, Linkedin is for businesses, and twitter combines them all. But the networks are changing. 

Facebook is BETTER anyway

Easier to use. Cleaner. Prettier. Better applications. Does nobody disagree? 

…

Other thoughts?

I read an article by Michael Pinto (some guy) called Social Media Experts are the cancer of twitter (and must be stopped).

My immediate reaction? To defend my passion.

In Defense of My Job:

I don’t call myself a “social media expert,” but I do call myself a “Public Relations Specialist on Social Media Optimization.” Am I a social media expert? Well, I use twitter and all of the other social media tools just like everybody else. So, if that makes me an expert than I guess every person with more than 10 friends on twitter can be called an expert. 

So, what value do I bring to the table that the other “experts” can’t give? 

1. Years of experience in public relations, combined with 

2. Years of experience in building websites using public relations strategies, and 

3. An entrepreneurial soul, “thought leadership.” 

And last but not least…

4. Hours upon hours playing with, reading from social media celebrities, and building a business out of social media. 

A lot of twitter folk are zombies. How do I define zombies? People who follow what everyone else is doing without thinking outside of the box. Follow the leader! 

Remember, though, Michael Pinto, that there are still 40% of people in the United States who don’t use social media tools like twitter. 

I just don’t know why twitter zombies choose to go after people who are already on twitter. If they want to get business, find people who actually need help! Find the holes and try to fill them. There are still needs out there, but when everyone on twitter is trying to be a twitter expert, then nobody needs a twitter expert! 

Social Media doesn’t consist of just Twitter

There are so many tools out there and if you use the right strategies you can really promote your service or product. And people do need help. 

So… Michael Pinto… if you are talking about true zombies as I described them, then yes, I agree. But there are the few of us who actually study and conceptualize to help people like you do better. 

Check out social media 101 > (Yes I just plugged in my product just like every other social media “expert”)

Pete Hollier of The Wizards Blog, posted some statistics and surveys indicating that the majority of North American companies believer that their companies can’t survive without social media. 

A recap: 

• 60% of American citizens used Social Media.
• 93% indicated business should have a Social Media presence
• 85% indicated businesses should interact via Social Networks with their customers

Consumers surveyed indicated businesses should use Social Media to:

• Solve Problems – 43%
• Obtain user feedback on product and services – 41%
• Enable consumers to interact with the company brand – 37%
• Market to consumers – 25%

Barriers to initiating Social Media Programs:

• Lack of understanding by Senior Management 58%
• Negative impact on employee productivity 49%
• Fear of unknown technology 58%

Companies currently using Social Media reported the following:

• Improved Feedback 78%
• Improved Customer Satisfaction 66%
• Improved Customer support 71%
• Increased Sales 40%
• Improved public perception of company 75%

Within the survey completed for Avande were some general statements which must be considered:

• 52% of respondents stated “Companies that fail to embrace social media technologies for business purposes will be left behind “
• 78% of respondents stated “As we enter a possible economic downturn we need to focus on new ways of communicating with customers which add real value.”
• 77% of respondents stated “If they did not initiate a Social Media Program Social Media would enter the company by stealth”

How much time is needed to be effective at marketing yourself through social media? Where should I invest my time online? What social media tools should I be using and how often should I use them?

Your time is valuable. I am a master multitasker, and even I have a hard time deciding where to invest the time I do have. 

1. How much time is needed to be effective at social media? Think of social media as a marketing project. It’s not a hobby (thanks @awpotter I like that line). The first step in any advertising or public relations campaign is research, then planning, then implementation. The research and planning phases – which are the foundation of your campaign – are going to take more time to build than the actual implementation. So in the beginning – you could spend 10-50 hours launching your campaign. 

2. How much time do I need to spend on a weekly basis promoting my cause through social media? Once your campaign is launched, it is a process of learning. The first time you do something it always takes longer than the second, then third time, and eventually you have it down and you don’t have to think about it anymore. But that doesn’t answer the question, does it?

The answer varies depending on:

     A. Your purpose and goal

     B. How fast your typing is, how fast you are at writing, your internet connection speed… are you getting the point? 

Scenario: You are promoting your wedding cake business online. You already have a blog setup with a linkedin account, facebook as well as twitter. You are experienced in your field and excited about weddings. So, you write one blog a week with good information for brides, then you use that blog to promote what you do by searching for brides on facebook and sending twitters out daily. You also find some unique wedding website communities to contribute to, like offbeat bride and weddingwire. So, you spend an hour a week on your blog, a half hour a day on facebook and another 15 minutes a day on twitter. Then you spend an average of 2 + hours a week on other sites. Minimum Time per week = 7 hours (an hour every morning with a cup of coffee!)

3. What social media tools should I be using and how often should I use them? There are four basic tools every professional should be using: Blogging, LinkedIn, Twitter, and Facebook. Each has a different purpose in gaining new leads, check out my training on becoming a trust agent. Your field is going to have additional tools available (like weddingwire for cake makers or photographers). But how much time you spend on each depends on your field and your purpose! Check out the scenario above. 

And to respond to Chris Brogan’s thoughts on being realistic about time, Chris points out that ever since the web happened our expectations about response time has changed. Chris says, “We can reinstate boundaries and manage expectations. Business has to move fast, but do we really want the future where we’re all tethered to Twitter?”

It’s true. Boundaries are important. Nobody can expect people to be as good as me at multitasking (hah!). But – it is also true that the internet and social media has changed our ability to response quickly. We can get emails, twitters and facebook responses on our mobile phones. We can hire virtual assistants to manage our LinkedIn accounts! 

As I have said before, Social Media has turned 6 degrees of separation into new and instant connections across the globe! So, set your boundaries, don’t overexpect people to revolve their valuable time around you – but also know that there are tools out there so we can capitalize on our God-given abilities and human beings to be the ultimate task-masters! 

Check out our social media 101 program that will help you get a hold on your marketing >

Last week I discussed ‘How to Create a Profitable Niche Blog’ part one: Becoming a Trust Agent. Tomorrow, I am going to continue that conversation by talking about how you use the research and elements of a trust agent in creating a brand. 

What elements do you need to create a brand? What differentiates you from other people in your field? How to you create a strong brand that reflects those characteristics? 

> Register Here

This post is going to cover something a little more practical than social media: branding yourself through your dress. 

The truth is face-to-face conversations don’t (and shouldn’t!) stop just because you started using social media. Near the beginning your face to face meeting should actually INCREASE. This is a great opportunity to brand your personality – and it starts with first impressions! 

Does it matter what you wear? 

Of course! But there are unwritten rules in the business world that don’t make any sense at all! 

I know people who never dress down. I only see them in suits and formal business attire. I know other people who sometimes arrive in sweat pants. And yes, I am talking about business professionals. But let’s talk about types of professions for a minute. A baker is usually covered in flower. A roofing professional has stained hands and – during the winter – wears at least 3 layers at a time. Yet I know contractors who wear ONLY business attire! 

What You Wear Brands You as a Personality within Your Profession

Refresh your memory: a brand is what distinguishes you from any other person or any other profession. It is what comes to mind when people think of you. What you wear in-person is just one element of a brand. 

The contractor who wears business attire in professional settings tells people that he is serious. But the plumber who won’t step out of his “Mr. Rooter” outfit builds the Mr. Rooter brand and his comical personality becomes even more important to build his brand. The restaurant owner who wears jeans, a t-shirt and a hemp necklace at business meetings tells me that there is more than meets the eye. He may not own a high-end restaurant in town but his likable personality and honest attitude build his brand with integrity. And the hemp necklace? What a character… I already like this guy!

I wear jeans. Yes – I will admit it. I wear jeans with a blouse and heels. I wear lots of red and black. I wear long coats and carry a fancy purse. But I am the Director of Possibilities for Expressions Laboratories. It should be understood. I have a fun job… why wouldn’t I dress fun, too?! 

But do I wear business attire when necessary? Absolutely. As long as I can wear fun colors and lots of dresses. 

Relationships and Brand Weigh Out The Unspoken “Rules”

I would rather build a relationship with a real person than make the assumption that someone is professional just because they are wearing a tie. 

Who you are as a person (See the Conference Call Notes about branding yourself with Aristotle’s theory of Pathos) builds trust with people. Your uniqueness tells people that you are HUMAN. And being able to relate to people is far more important than looking like you have money. 

Resources

 1. Aristotle’s 3 elements of persuasion 

2. This Friday’s conference call will talk about the other elements needed for a good brand! Friday @2:30 EST  Email Jennifer to sign up. 

Creating a Profitable Niche Blog: Part One
Becoming a Trust Agent

The following notes are taken from the Social Media 101 weekly conference call for members. We discussed the foundation to getting started with an online presence by doing the critical research and then using that to become a thought leader and what Chris Brogan calls a “Trust Agent.” 

Definition of Social Media: Tools for marketing and publicizing your business on the web

The Social Media Mix:

1. Public Relations Strategy

     a. Research

     b. Planning

     c. Implementation

     d. Evaluation

2. Technology 

3. Social Media!

Trust Agent: People who use the web in a very human way to build influence, reputation, awareness, and who can translate that into some kind of business value.

Aristotle’s Means of Persuasion:

1. Ethos: Credibility

Example: LinkedIn

2. Pathos: Emotional Appeal

Example: Facebook

3. Logos: Logical Appeal

Example: Blog

Combines all three: Twitter

Friday’s Call: The Elements you need to Create a Brand. Sign up for SM101 here >

Sign up for Social Media Laboratory February 5. 

This Friday I am hosting my first ever Social Media Conference Call for Social Media 101 members! I am going to give some direction for doing the first steps of creating a brand and a profitable blog. What are the first steps? The research, of course! 

We are also going to discuss the elements of what defines you as a thought leader and what social media tools are used for each element. 

What: Creating a Profitable Niche Blog Conference Call
When: Friday, January 9 @ 2:30 – 3:00 p.m.
Where: From the comfort of your own home or office

Join us on Friday by signing up for monthly membership here. 

Racking your brain to come up with new topics for your blog? For small businesses this shouldn’t be hard. 

By rizalgeo from flickr

If you know what you are selling – whether products or services – you know better than anyone the barriers that you face to get your message across. 

So the first step? Write about what you know. You are the expert here, right?! 

Ok, but it gets a little more complex than just writing what you know. You also need to write what other people want to know. 

The best way to find what people are REALLY looking for is to do your research. Public Relations professionals have 4 categories of research required before planning any kind of marketing strategies including your company/ product/ services, the consumer, and the market. 

If you haven’t received your step-by-step guide to doing your research given in SM101, then here are some of the essentials:

1. Research your company name on twitter and google

2. Look at your competitors and industry leaders, what are they doing well and what can you do better?

3. Research the trends surrounding your product or services

4. Do your wordtracker SEO key word research

One of the first steps after you do the research and then develop your social media marketing plan is to create a templated profile/picture and name. @johnlusher gave some great info about how to do this on his site. Check it out http://johnlusher.com/?p=168&cpage=1#comment-68