An important step for a brand that has a social media strategy, and wants to avoid crises, is to ensure that employees understand how to use those tools.
This Infographic by Mindflash demonstrates that 76% of companies do not have a clearly defined social media policy.
Social media consultants can be an expensive addition to your business. But in this day and age, no company can operate without a sound social plan.
Your best social media team might actually be your current workforce. But how can you find your company’s natural social media rock stars and get your entire team on board with your goals?
The Infographic breaks down how your team members will likely react to the need for social media training. For example, some of your employees may already have popular social media channels in their personal lives, while others may be opposed to your business’ push online.
Keep in mind that your team probably represents a wide range of social media experience. This will help you know how to identify the different groups and understand how to best get them ready to implement your strategy.
Anyone who runs or owns a website needs to maximize their SEO. In doing so, you will gain traffic to your site – traffic that is likely to convert into paying customers. If this is all new to you, here are five good Social Media SEO strategies you should use for your website.
This article reinforces an important message about leveraging. This focus is on how important it is to leveage your posts and interconnect them to increase your SEO. Don't forget to leverage all your articles - promote them at least four different ways and don't ignore traditional media outlets
"Social media marketing is the shiny new toy. Businesses were provided tools that they could use themselves to promote their business.
Coca Cola changed its marketing strategy from creative excellence to content excellence.
They had realized that social media was able to spread their content and ideas with velocity and the crowd could create and share more stories on social networks than they could ever hope to buy.
The democratization of marketing was now evident.
Here the 4 Myths of Social Media Marketing:
Myth #1. It’s Simple
There are many myths about social media marketing but the biggest one by far is that it is easy and can be done by an intern at lunch time.
Myth #2. It’s Free
Planning , creating content, optimizing for search, publishing to multiple platforms takes time. Time is money.
Enterprise class tools are not free. Participating on Facebook may cost nothing and tweeting is free but the content and eco-sytem to support a sustained social media marketing effort requires budget and commitment. Professional videos still cost money to produce and edit.
Myth #3. It’s Just Facebook
Many organisations think that because Facebook dominates the social media numbers game with nearly one billion users, that it is the only social media network to consider in a social media marketing strategy.
Facebook only allows less than 15% of your updates to appear in your Facebook followers timelines through its “Edge Rank” algorithms.
Myth #4. Social Media is the “Silver Bullet”
Social media is not your marketing saviour.
Remember to continue to optimize your online properties for search engines.
Being found on Google is still a “must do”. If you aren’t doing this then you need to reconsider some of your marketing budget priorities. Social media marketing advertising is still only $5 billion and search engine marketing spend is 10 times larger at $50 billiuon plus because it works".
"Let’s talk about the “F” word - Failure. There’s two opposing groups when it comes to failure – those who accept it as an opportunity for growth, and those who view it as a symbol of weakness. Either way, let’s be honest - failing sucks."
There’s two opposing groups when it comes to failure – those who accept it as an opportunity for growth, and those who view it as a symbol of weakness.
As an entrepreneur you’ve got to expect the “F” word to become a frequent visitor in your business life. But don’t worry, it’s all part of the process.
Obviously your goal is NOT to destroy your business.
But what about the things we CAN control?
Step #1 – Lack of vision
“Making money” is not a vision – it’s an outcome.
A vision is something bigger. It’s a clear picture of the principles and goals that drive your business.
This is the lens through which all of your decisions must be made.
Without a vision you’ll quickly find yourself seeking money making opportunities, instead of clear and lasting goals.
Step #2 – Try to please everyone
Besides accepting the fact that failure is part of the entrepreneur’s lifestyle, it’s also a good idea to accept the fact that it’s impossible to please everyone.
You will have haters that love to drink the 'haterade'!
No matter what you do, your decisions will always leave someone unhappy. The faster you can accept this, the better off you’ll be, and the easier you’ll be able to think of big ideas that can change your industry in a positive way.
Everyone that expresses an interest in “working with you” or “helping you” has their own agenda in mind. There’s no way you can work with everyone so choose your business relationships wisely.
People pleasing is a guaranteed plan for failure.
Step #3 – Use money to solve ALL your problems
Money can’t buy happiness, but it can definitely solve a lot of problems.
You will need to be selective about which problems you choose to solve with capital. It’s easy to begin to lose the creativity and hustle you once had the moment the profits start rolling in the door.
Always ask yourself “How can I solve this without money?” or “How can I solve this with as little cash as possible?”
Don’t be embarrassed exchange services or barter for things you need. These were probably the practices you once used – don’t be afraid to use them again.
Remember, cash should always be your LAST resort when dealing with problems.
“Knowing is HALF the battle”
Remember that famous line from G.I. Joe?
What’s true in the battlefield is also true in the marketplace – knowledge is only half the battle.
The other half is what you choose to do and what you choose not to do.
1. Don’t surrender the vision or leadership of your business to anyone. 2. Forget about trying to please all people. 3. Use money as a last resort when solving problems.
An interesting post about randomness in bussines, with some questions as: What are your thoughts on randomness in business? Are you guilty of random acts of marketing or social media? Remember, the fist step is admitting such. The second is doing something about it. If you have broken the RAMMIE habit, how did you do it? [note mg]
Random Act of Marketing RAMs Attempt to drive business benefit that is NOT integrated, easily measured, nor integrated with other marketing tactics.
There you sit in the executive conference room watching everyone nod their heads about the latest idea from the new executive on the block. He or she has a new idea that is going to “save the company.” It could be anything from a random LinkedIn group, social media campaign, planned “go viral” video” or who knows what.
The sad thing is nobody in the conference room has the guts to state the obvious… that there is no budget, time, or resources to implement the new random act of marketing or social media with any level of success.
Excerpted from article by Joe Pulizzi on Content Marketing Institute:
"Whether you sell products or services, the new rules of marketing require that, along with everything else you sell, the process of delivering consistently valuable information must be considered throughout the organization as, yes, a product.
Why approach information as a product?
Simple: Organizations today have no choice but to place that kind of importance and processes behind their content initiatives. Customers today are in complete control and filter out any message that does not benefit them in some way.
We are seeing this trend happen now, as more businesses morph themselves into media companies. You are seeing appointments of titles such as “chief content officers” and businesses that are starting to hire full-time journalists.
In order to be successful, you need marketing culture that includes both a strong marketing and publishing core, and a keen understanding of how consistent editorial content can maintain or change customer behavior.
- Start to think about your content packages as a series;
- All product managers need to be trained in advanced storytelling techniques;
#1. The need for speed... Social media crisis response brings a new dimension to crisis communications: speed.
With social media crisis management, time is of the essence: the first 24 hours are crucial as this is when people will cast their digital nets out and frantically search for information.
So assuming incident response is already well established in your organisation, you are in good shape as you have most of the building blocks in place. One easy block to add (now!) is a web page dedicated to a potential crisis/ breach. Having this prepared with an easy structure to follow will enable you to control the flow of information very quickly. The structure of your web page should follow what Neira Jones calls The Three As and it should include the following sections:
Who attacked you? Why? etc.; When did it happen? How did it happen? How widespread? What/ who does it affect? How did you find out? But first and foremost, take ownership.
All too often, organisations do not acknowledge that their customers/ partners/ stakeholders/ etc. may be worried/ could be inconvenienced/ need to be reassured. See The Power of an Apology.
At this stage, you may not know a lot, but you need to share what steps you propose to take/ have already taken to i) determine what happened and ii) prevent it from re-occuring and iii) Maintain the trust of your customers/ stakeholders/ partners/ etc.
You also need to reassure your customers/ partners/ stakeholders and show them you understand the situation
Design your web page with this structure in mind so content can easily be dropped in when needed.
A successful social media crisis response strategy can be summarised by 1) The Need For Speed 2) Head For Spread and 3) Check The Decks...
As ever, the best line of defence is being prepared...
"How to write a compelling 'about me' page and bio for your website and online profiles"
Writing the perfect pitch and crafting a compelling bio is difficult.
That’s why whole industries exist to enable us to tell our stories better. Copywriters, creative directors and brand strategists wouldn’t exist if it was easy to articulate the essence of what we do, and communicate how and why we do it.
There’s no way around it, you need to spend some serious time and energy on your about page, because it’s probably one of the most visited pages on your website.
1. Know who you’re talking to. This is the most overlooked aspect of brand and business communication.
Every message you craft should begin by understanding the audience it’s intended for.
If you don’t know who you’re talking to how can you tell them what they want and need to hear?
Start with why, but don’t forget who
2. Don’t just lead with the facts People need to know more about the real you. Facts alone don’t persuade. Make your website a window and not a wall.
3. Share your values Tell people who you are and what you believe.
4. Show yourself Build trust by adding a well shot photo to your bio and about page. Your potential clients like to look into your eyes.
5. Tell the story of your professional journey. Explain how you got to where you are today. This doesn’t have to be a chronological list. Make it interesting. Enable people to understand how you know what you know.
6. Tell people how you can help them. Be specific, add links to products and services.
7. Demonstrate how you’ve provided solutions for others Link to your portfolio and list projects you’ve worked on
8. Give a sense of what it’s like to work with you and show people why they can trust you. Add client testimonials and stories about how you work.
9. Add a contact link Your about page should not only provide information and build trust, it must also encourage potential clients to get in touch
10. Don’t make it all about you Share some insights about what you have in common with your audience.
Examples Of About Pages That Work
Matt Cheuvront Matt manages to communicate so much in just a couple of paragraphs. He builds trust in just the first couple of lines by putting his values front and centre.
Ishita Gupta Ishita, paints her personal picture in the last line. “She’s a twin (not identical), lives in New York City, and her eyes disappear when she smiles.”
Seth Godin Notice how much information can be packed into one line. “You can read his Wikipedia bio, reviews of his seminars and what Google thinks of him”
Eric Karjaluto Nice and succinct, lots of proof in the first paragraph and the human touch
Mari Smith Mari’s approachable first person tone on her Google+ profile is on brand