I am writing this blog out of frustration. Too many times we are pushed into a corner and taken advantage of. So let’s talk about happens when you break your commitments or take advantage of others. What happens to your public perception? What do you think people say about you?

There are a few reasons reasons I want to talk about keeping commitments:

1. Making and keeping commitments are one way of positioning yourself above the competition, therefore an element of marketing.

2. Keeping commitments should be part of the integrity of who you are – and not kept out of the wrong motive.

3. Breaking commitments are one way of ruining your reputation completely.

How often do you hear stories about good customer service? Maybe here and there. But how many times do you hear stories about bad customer service. ALL THE TIME, right?

Someone once told me, “We have two ears and one mouth… social marketing developed because companies weren’t using them proportionately! We want to be heard!”

Its true. There is a revolution in customer service now with social media. If you aren’t careful – you are going to be the buzz on Facebook.  You never know who people know.

I take pride in my integrity. I work hard and I go above and beyond the scope of work in our agreements to make sure that clients are happy and that they get what they are paying for.

If we make commitments, we should keep them. It’s that simple.

Social Media is ‘You’ Marketing

One huge difference between traditional marketing and social media is that instead of representing a company, you are representing yourself.

So let me ask… do you know who you are? Do you know why your customers come back? If you have a hard time keeping customers, evaluate your commitments and the integrity of your services.

Everybody is getting on Facebook. People who don’t operate computers are getting on Facebook. My GRANDPA is on facebook!

Some people get on to catch up with friends and family. Other people get on with a strong emphasis on marketing their business. But some people get on for the sole purpose of exploiting you by trying to selling you something!

Stay away from these vultures!

Facebook Vultures. (n). People who join Facebook and add as many people as their “Friends” as they can for the sole purpose of trying to sell their product or service. Relationships are not built. Trust is not won.

There is so much hype about using social media as a marketing tool that *credibility* is often overlooked! Trust me, you WILL NOT get anywhere on Facebook or any other tool if you have the wrong motive.

If a stranger knocked on your door one evening and gave you a 3 sentence schpeel about a product you didn’t even know existed, would you give them the time of day? Some people might. But if that person came back to your door once a week to try and make you buy something… you would probably consider that harassment, right?! You would put up a “no soliciting” sign on your door!

I had a teenage girl come to my door once and tried to become instant friends with me. I saw straight through it and – although I let her ask me to buy something – I still sent her on her way without giving her a dime.

You know, I am all for supporting small businesses. But you know what else… the most business I have ever given anyone are to those that have spent the time to build a relationship with me, get to know who I am and unconditionally invest a friendship.

If you do that to me through Facebook I will send you on your way. So go ahead… ask me to buy something… ask me to get my wallet out and pay your bills… see what happens!

If you are like most people, you are going to have trouble fitting your life story into 160 characters. 

This is 160 characters right here:  Hi my name is Jen … I live in Virginia with my husband David and son Kaleb … I like teaching people about social media.

Ok… so maybe that wasn’t so hard. But, that one-line bio isn’t very exciting is it? It doesn’t show much of my personality, does it? Plus… I don’t really even like calling what I do “social media” because it gives people the wrong impression of what I really do. 

I like the phrase “public relations specialist” because I believe that public relations and advertising have evolved to include online tools like twitter and facebook… and blogging!

What about this one? A Public Relations Specialist on Social Media Optimization.

Ok… well that doesn’t really give me a personality, does it? 

Here are a couple that I love: 

@JanPhillipsMoss – Network Marketing, Social Media, MLM, HomeBusiness Entrepreneur, SEO, Blogger, Flight Attendant, Banjo Player, Wife, Homeschool Mom, Realtor, Love Football Too!

@apharmtech - Just a quirky gal living in Rockford MI. I love Xango, the internet and my hubby. And I refuse to grow up..

Not only do those descriptions give profession and background, but they also include a hint of fun and a glance into their personalities. 

So what are the elements that make a successful Twitter Bio?

1. You-ness. Unique character traits that make you who you are. What makes you different than other people? Choose a few words that describe you and work with them. 

2. Your professional title? Or maybe the company you work for? What could you say that would sum up what you do, what you want to accomplish, or bring you new clients?

3. Legibility. Make sure its easy to read and it flows well. 

Be clever. Make people want to stay and read all of your recent twitter posts! If you aren’t a creative person, use thesaurus.com and browse through other people’s twitter bios… you are bound to get some ideas. 

Did you know that you are already branded? You already have a personality that nobody else can match. You have qualities that people think about… whether you like it or not.

You ARE a brand. 

This is kind of what Web 2.0 is all about. When people started embracing the interactive web they had the opportunity to customize their image. We now have the opportunity to get to know someone even BEFORE we meet them in person! 

So, it has been called “Me 2.0″ and we have an opportunity to embrace the brand called “You.” 

How do you brand yourself?

How do you brand something that has already been branded? That’s just it… you have already been branded! So the process is actually discovering that brand and promoting it. 

1. Make “you” solid. Get to know your strengths, find out what people like about you and what turns them off. There is a great book called “Strengths Finder 2.0″ that does a great job of helping you figure out your strengths. Ask: What can I offer that nobody else can? 

2. Make “you” unforgettable. Big companies try to make an impression. So make a foundation for your brand that includes a picture or avatar, a sharp one-liner that describes you, and a 30-second advertisement that leaves people with an impression. 

3. Make “you” visible and duplicatable. Make sure you put yourself everywhere… people need to know you exist. 

Why do you use social media? To build stronger relationships with your clients? To reach more people for sales? To increase your visibility or credibility?

If you are using social media for your business it is important to have goals and objectives so you use your time wisely!

The following questions helped me to give myself a reality check on where I am with social media, and where I need to be to reach my goals: 

1. Who are you, what do you do? Jennifer Bailey, I apply public relations to social media to help small businesses learn how to gain publicity through the internet
2. What is your reason for using social media? To bring transparency to my work ethics to hopefully result in more credibility and ultimately more visibility. 
3. What are ALL of the social media tools that you use? Facebook, Twitter, LinkedIn & Blogging 
4. Are there any tools that you SHOULD be using that you aren’t? Yes, ActiveRain which is more for realtors but has proven successful for them. Also I would like to start using YouTube to upload instructional videos for more visibility
5. What is the most fruitful success you have ever had using social media? A reporter for a journal found my blog and got me some publicity, leading to real sales. I would like to have more of this kind of publicity!
6. Ultimately, what is your end goal in using it? To become a national trainer for small business professionals who want to learn how to use social media to promote their businesses

Ok, now it’s your turn! Take the Social Media Reality Check!

1. Who are you, what do you do?
2. What is your reason for using social media? 
3. What are ALL of the social media tools that you use? 
4. What is the most fruitful success you have ever had using social media?
5. Ultimately, what is your end goal in using it? 

Its true that social media is changing the way that we sell our products, ideas and services. Businesses who are not using social media tools like facebook and twitter are going to miss the boat, waving to the passengers as they venture off into the deep blue sea of relationship marketing. 

But social media is not a strategy unto itself. 

To dive into the vast ocean of niche markets and consumers waiting for your product, you must use social media in COMBINATION with other forms of more “traditional” marketing. 

But… I thought social media was the cost effective, non-traditional way to market your business? 

It is… but marketing still doesn’t come free. It is certainly cutting out the middle man, putting advertising back into the hands of business owners. Its CLOSER to free. 

But remember:

1. Not everyone is using social media.
2. Not everyone is using social media … effectively. 

If you use social media alone you will miss a HUGE percentage of consumers. 

Why else should I combine traditional marketing with social media?

This is nothing new! The model for any marketing campaign is called “The Marketing Mix.” Why do you think it has ALWAYS been called a MIX? Because you have to combine methods. 

“All of our campaigns involve a combination of traditional marketing, plus social media,” said IBM VP Sandy Carter. “We actually don’t believe in a solid social media campaign. We always combine it.”

Some Examples and Suggestions: 

1. Combine an in-person event with an online discussion forum so participants can connect before and after the event. This is what I call “Social Media in Real Life.”

2. Use your business cards to find potential clients on Facebook. You are already connected in person, so connect online. 

3. Use real postcards or greeting cards for your clients, in combination with social media tools. 

4. Seek news coverage for your blog. 

What are your ideas or experiences? Post them here!

Everyone should have their own policy on boundaries and creating space between our personal and professional lives. Absolutely. But I think we can all agree that there are some lines that intercept and bleed together in our worlds. 

Its natural to add the “personal” to the “professional.” 

It pays to be yourself! The truth is that if we are wise, we are going to be the same person at home as we are at work. People are drawn to who we are as human beings. On the contrary ff we don’t have personalities people are going to notice. 

Share experiences. People want to know we are human. Humans relate! We share experiences about our families at home or a funny things we have done… even mistakes that we have made.

Here are a few things that we can do to bring the personal into the professional:

• Talk about your passions. Your passions SHOULD flow into your work… and if they don’t, hmmm maybe its time to look for another job?
• Engage your readers to telling them stories they can relate to. Maybe you saw an old friend and it made you reminiscent. Or maybe you ate at a good restaurant or had an experience with a bad driver…
• Don’t try too hard. Speaks for itself. 

Unlike a “social” network, LinkedIn is a “business network” that I like to refer to as an online resume.

LinkedIn is an interconnected network of experienced professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.

LinkedIn is just like any other marketing tool – you have to have a goal and a strategy to get there. It can be used to make new business connections and potential leads, to apply for job positions and to build business relationships in your target geography. 

Here are some tips on using LinkedIn effectively:

1. Create a strong profile. Make sure you fill in all the fields. 

2. Make connections to people you already know. The more connections you have, the more credible you look. 

3. Get References (give referrals to get referrals!).

2. Set a goal for your LinkedIn. What do you want to accomplish from using it? What types of people would you like to make connections with and what do you want from those connections? Maybe you need to make 5 new sales in the next 30 days from small business owners. Make that your goal! 

3. Target specific companies or people. Once you set your goal you should know who you need to target. Check out your connections’ connections! See who your 2nd and 3rd degree connections are and request an introduction.

Other Helpful Resources

• Five LinkedIn Tips
• How Many Connections is too many?

I’ve gotten this question for several business owners in the last couple weeks. I guess its ad renewal time for Verizon and the Yellowbook… 

Which phonebook is more valuable? Which book should I advertise in? Should I advertise in all of them? Should I advertise in them AT ALL… or should I just be listed? 

These are all great questions and ones that everyone should consider. As a public relations expert in technology this is what I know: 

• The use of phone books is becoming more scarce because of the information age and the internet
• People who do use phone books probably don’t have the internet or don’t care about using the internet… so… we are mainly talking about an older generation
• In Lynchburg, VA the population is a little slower on new developments and technologies, so compared to the rest of the world people are probably still using phone books

Unless you are tracking the phone calls you get from the phone book, nobody can really tell you how effective it is has been. And unless you can tell the future, nobody can know how effective it is going to be.

Phonebooks are going to become obsolete in the future… we all know this… but just how near in the future?

So, we tend to go off of other people’s experiences in making our decisions. And that is precisely what I have been telling people. I have heard good things about Verizon, OK things about Yellowbook, and horrible things about My Community Phonebook. So… there you have it. 

Another way to advertise in the “Phonebook”

We can adapt to the new technologies and use the internet! The internet is a giant phone book in itself. Make sure you are listed in:

• Google! Do search engine optimization to get your services and products listed organically. Also make sure to be listed in Yahoo and other Google-juiced sites
• Online phone books like yellowpages.com 
• Online communities and networks like Facebook and LinkedIn
• Customer Review websites like Yelp

All of these websites allow for you to have your phone number and address – some of them even give you the opportunity to put up a map and get customer reviews.

Search Engine Optimization, that is. If you own or update a blog or website, then you need to know the basics of optimizing a page for search engines to find. 

Most people think that the index (or home) page of your website is the most important. Well, I won’t argue with that completely – but when it comes to using your website as a marketing piece, it needs to be more than a business card. By optimizing each article or page on your website individually, you will help Google list your website in organic search results when people are looking for YOU. 

Here are a few tips to help Google find your website: 

1. Your website or blog is built with clean code. Pretend YOU are a search engine spider. What do you look for on a website? Do you want the content to be easy to find and easy to read? So do search spiders! Search engines want your website code to be clean enough that they can find the content within the jargon. 

2. Do your search engine research. Without giving away all the goods, I would say start with Google Suggest and Google Insight, and see what some popular trends and topics are. Then go into your search engine key word tool and find the exact phrases that will key Google to display your website. 

3. Use your keywords in the correct formula to get Google to notice you. Its easy. Use the key phrase in the title of your page, in the first paragraph, and the last paragraph. There are lots of other rules that will help you out, but that will get you started.