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social media marketing

Social Media Marketing: What To Do, What Not To Do

Social Media Marketing is not so new anymore. It’s no longer a consideration but an integral part of one’s overall marketing strategy. Even with that being the case, it’s still new to many people. It’s new for those who are just starting a business or career, and it’s new for those who are late to the game.

Recently I had the honor of presenting on social media marketing at ICLE’s Probate & Estate Planning Institute with Terrence Quinn, Estate Planning Attorney. Terrence was presenting, “Marketing Matters” which discussed how to market your law practice. He brought me along to discuss social media. I thought it would be fun to discuss the Do’s and Don’ts.

Whether you’re late to the game or just new to business, you need to know a few rules. What better way to illustrate some of the most important rules than with a few “do’s and don’ts?” Here are 5 that I outlined at the presentation that I feel are key for starting off right and positioning yourself for many wins.

Let’s count them down!

5. DO SHOWCASE YOUR EXPERTISE

The content you share should help make your audience a more informed consumer.Click To Tweet Your content should be valuable and relevant. Offer tips, industry news and recommendations. Social media marketing can help to brand you as an expert in your field, and a thought leader. Take for example, my client, Attorney Terrence Quinn. When  Michigan’s Fiduciary Access to Digital Assets Act was announced, Terrence immediately wrote an article explaining what it meant and what you need to do. This is how you join in on a conversation that is relevant to your audience and establish yourself as an expert.

4. DON’T DO ALL THE TALKING

My friend Brooke Ballard of B Squared Media always says, “Think Conversation.” Not only should you be sharing relevant content but you should be having conversations. Take the time to comment on posts, reply, retweet, ask questions and share. Be present even if it’s just a short time but be consistent. Conversations build relationships. Relationships lead to business.

3. DO NETWORK LIKE YOU WOULD OFFLINE

Or, like you SHOULD offline. When you’re at networking events you’re looking to make connections. You don’t just walk up to people and start talking about yourself and your business. That is so not social. Think about how you feel at networking events and what you do or don’t like when you’re networking.

2. DON’T THINK OF IT AS A SALES OPPORTUNITY

Some professionals, like lawyers, are restricted from soliciting business under the Rules of Professional Conduct. GREAT! That’s doing it wrong anyway. People like a soft sell on social media. They like to do business with people they like and trust. This is achieved by developing relationships. Gain their confidence by providing value. Most people are tuned into WIIFM – What’s In It For Me? Focus on making your audience more informed and having conversations.

1. DO YOUR RESEARCH

Have you ever heard the saying you can do anything but not everything? This is true with social media marketing.Click To Tweet Do what makes sense for your business. Know your target market and where they are hanging out online. By all means, don’t try to wing it. You need a plan. Plan where, and plan how by doing your research. You could simply survey your customers or clients as one way of learning more about your target market and what their habits are.

On the flip side of research, do know that your audience is doing their research. It’s called Google. When they search, are they finding you or are they finding your competition? If they’re finding you what are they finding?

Keep these important rules in mind when beginning your social media marketing journey. Set yourself up for success.

social media etiquette

Social Media For Athletes

I have trained and presented on various aspects of Social Media but recently I had a first. Yesterday I had the opportunity to be a part of the 2014 Scarlet Communications Etiquette Training team for the Rookies of the Detroit Lions. It was truly a privilege. Jacqueline Northrop Baker of Scarlet Communications hosts an Etiquette Training each year for the Detroit Lions Rookies where they learn etiquette in a number of different areas ranging from communications to golf to grooming. I presented on the topic of social media etiquette for athletes.

In preparing for the event, I did some research and found that there were a number of atheletes who were doing some really great things on social media. It was intriguing to see how many have taken such a powerful tool and really used it to benefit them. The biggest benefit to public figures like athletes and celebrities is personal branding. Personal Branding is essentially the continuous process of establishing a prescribed image or impression in the mind of others. Essentially, it’s what people think about when they think about you.  Athletes, public figures and business owners alike must always consider their brand in their online interactions.

While there are certain things to consider for the professional athlete, much of it is true for those of us looking to use social media for our business or careers. Here are some of the things we discussed:

  1. With social media, athletes, public figures, entrepreneurs have access to social networks that allow them to leverage powerful tools to build their personal brands. It is important to be purposeful and strategic when using social media.
  2. Social Media gives you the opportunity to shape and guide your brand image
  3. It is always wise to be cautious and strategic about what you share and how you share things on social media. We are living in what some call a “post privacy” era. So almost nothing happens outside of camera range.

BIGGEST DON’TS:

  • Being reactionary
  • Being emotional
  • Lashing out

BIGGEST DO’s

  • Providing a forum where your fans can connect, interact and engage with you and other fans
  • Promoting causes that are important to you
  • Being relatable, personable
  • Sharing your story

People like to connect with PEOPLE not entities, not logos. Just like in sports, fans like to connect beyond the organization, beyond the team. They want to connect online with their favorite players. Just like in business, people like to do business with people they like. As business owners we all need to step out from behind the logo and connect with people on a personal level.

Do you follow athletes on social media? What do you look for and like to see from them on social media? Please share in the comments below.

 

 

5 Mistakes You Might Be Making On Twitter

Every social media platform has it’s own culture. Some things that are acceptable on one platform may not work very well on the other. But one thing’s for sure is that you should always be SOCIAL. Sometimes, people get going on Twitter before really understanding the culture. And some of the things they do are pretty anti-social. Don’t make these Twitter mistakes:

1. Constantly Broadcasting.

If all you're doing is posting a tweet and you're never replying, or retweeting, you're definitely doing it wrong.Click To Tweet To only show up to talk and not listen or share, is a mistake. And it’s definitely not social. You should be having conversations. The people who you have decided to follow are tweeting too. Read their tweets and give genuine replies. Retweet content that you think is valuable, interesting or entertaining.

2. You’ve protected your tweets.  

There are few things more anti-social than protected tweets. How can you be social with protected tweets? It’s like being at a cocktail party and only talking by cupping your hands and whispering in someone’s ear. The whole idea behind social is to have conversations, to be open and participate. Protecting your tweets is anything but that.

3.  All of your tweets are automated from Facebook.

This is one of the biggest mistakes I see made on social media. If you want to participate in the conversations happening at Twitter. Be on Twitter. If your post from Facebook is an image, it will have no image preview on Twitter. If all of your tweets are automated from Facebook, you’re doing it all wrong. If you’re simply using Facebook to post to Twitter and never actually logging on Twitter, then you’re definitely not engaging. I dedicated an entire post to why it’s so not social.

4. You don’t have a bio.

If you haven’t taken the time to tell us a little about yourself, what you do, your interests, it’s hard to find a reason to want to connect and engage with you. If you’re in business, you certainly want to fill out your bio as well as include a link to your website. A bio is a great opportunity to drive traffic to your website from Twitter users.

5.  Tweeting like text speak.

Always watch your spelling and grammar on Twitter. If you’re finding it hard to say what you’re trying to say in 140 characters or less, that’s ok! That’s the fun challenge of Twitter. Don’t make Twitter a puzzle by spkg n txt lnguge. I don’t even text in text lingo. So for me, it’s even harder to accept. Be mindful of your grammar and spelling if you want to be taken seriously.

If ever you’re confused about what to do and what not to do, always fall back on social rules. Be considerate, polite, engage, share. Social rules always apply.

 

photo credit: life in the castro, san francisco (2015) via photopin (license)

Netiquette: The Way We Interact Online (HOA)

Hanging Out On Google+
Hanging Out On Google+
Netiquette was the topic this week at Social Solutions Collective. We hosted our very first Hangout On Air. For our first topic we chose to discuss Online Etiqette, otherwise known as “Netiquette”. To bring some expertise to the topic, we invite Jacqueline Baker of Scarlett Communications. Jacqueline is an etiquette and employee training expert. We also had on the panel, our very own Mallie Hart, founder of Social Solutions Collective who coined the word “smetiquette” referring to social media etiquette.

We discussed what Netiquette means, some of our online etiquette pet peeves, and a couple golden rules of online etiquette. Feel free to check it out. Enjoy!