The Key To Developing A Social Media Strategy
The Key To Developing A Social Media Strategy
by
Jason Falls
Jason Falls

Social media is starting to take hold with brands, companies and organizations everywhere. While there are still stragglers, and it is probably incorrect to say most companies are getting with the program, a good number of them are. What we’re seeing in these organizations is a maturation process. Brands are done testing the waters, playing with the tools and saying, “We Gotta Facebook Page!” like it’s the corporate equivalent of an iPhone or Kindle. Companies are now approaching social media with communications strategies in mind — How can we effectively use these social tools to reach our audiences?

But therein lies the next challenge for those responsible for the social media planning for organizations. Regardless of the pedigree – public relations, corporate communications, marketing, customer service, research, etc. – today’s social media task masters are probably still operating from the traditional corporate mindset or training. First, you define your audience and your goals and objectives. Then you develop talking points to convince that audience to complete the action that fulfills the goals or objectives. Then you measure, report; rinse, repeat.

The problem is that social media is an environment that scoffs at the traditional. Talking points are about as useful in a social media campaign as a nail gun in a balloon store. You’re just gonna piss everybody off.

Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail.

The key to developing a social media strategy is not talking points, but parameters of conversation.

Which conversation can you find a way into?
Which conversation can you find a way into?

To develop your parameters of conversation for your social media efforts, answer these questions:

  • What types of people do we want to talk to?
  • Where do we find them?
  • What are they talking about already?
  • Is it appropriate for us to join that conversation and, if so, when?
  • How do we inject usefulness into the conversation without being overly promotional?
  • What value can we provide in terms of knowledge, opinion or content?
  • How can we earn their trust?
  • When we do earn their trust, how can we best ask for their input into our product or service?
  • Under what circumstances can we point the conversation toward considering our product?
  • Can we say or do something that invites someone else to point the conversation toward considering our product?
  • How shall we apologize and regroup if we overstep their comfort level or accuse us of violating their trust?

Many of the answers cannot be had until you assimilate into the communities and conversations. But thinking of these situations ahead of time is no different than anticipating the hard questions from reporters before a press conference. Prepare yourself with answers, then read and react. It’s not the soup-to-nuts of a social media strategy, but the answers to these questions are at the core of successful ones.

Those are my questions. What are yours? What other ideas can we add to this list to help a company round out parameters of conversation for their social media efforts. The comments are yours.

IMAGE: Copyright Corepics from Shutterstock.com. Used with permission.

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About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.
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  • Stefanie

    You complied a great list of questions to ask when writing for social media outlets! Although posting updates on social media does not follow the same structural guidelines as an article, it is still important to implement correct grammar and AP style. Companies must also keep in mind that character limits with outlets such as Twitter may call for appropriate abbreviations and that updating too much can drive away followers.

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  • These days, social media comes with great responsibility.

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  • Rob Colton

    We’re going through an interesting phase with a client at the moment. Social media is seen as the answer to email apathy – IE if we send a tweet to someone’s Twitter account it is better than sending an email. So far that is the entire scope of their thinking, replace one push media with another.

    Evey piece of research they have done is about what message shall we SEND, wht types of message do our customers want to RECEIVE, etc. What other social media messages do our customers GET from similar companies to us. Laudable but the re is no mention of the social part of social media. Another fairly base research objective is to ask what platforms people are on. Again necessary but not really useful on its own.

    We’re working with them to encourage them to think about this in the whole. Ask not what platform someone is on, but who they listen to on these platforms. Ask not what shall we send but how can we best contribute to existing conversations and networks. Don’t identify platforms, identify influencers and work with them. The industry this company is in is one where much more credence is given to the thoughts of peers than that of the company. More so than other business areas even. It is also highly regulated with every single full stop of any communication being scrutinised by over zealous internal censors. This later point makes it almost impossible to partake in a SM conversation with any degree of spontaneity or fluidity. Which makes working with external, unregulated influencers all the more useful.

    They are starting to buy in to the more holistic view of SM and indeed SEO. But like the article says, it is somewhat of a shock that simply spending a barrel of cash isnt going to meet their goals.

    • Thanks for sharing this, Rob. I feel your frustration here. I’ve had it with
      many a client. The good news is that you know where to take them. Good luck,
      my friend!

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  • Very good analysis of some of the essentials for any Social Media strategy – internal collaboration, support, and commitment to true customer engagement.

  • its very tough to developed right social media strategy for website..At one time you feel that strategy is not working good so you need some changing then you apply new tactics in social media.

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  • Great recap. Will add you to my resource list. Just tweeted it. Thanks for the thoughtful checklist.

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  • Thanks, Zac. We love Baer's work. And the first thing I walk clients through
    when talking strategy is establishing goals … why are we doing it. Thanks
    for the thoughts!

  • I think, when it comes to social media the vital point is to discuss WHY before thinking about HOW, you need your clients to decide their specific goals for using social media, once these are clear then you can start to develop interesting strategies, but diving straight in without distinguished aims, measurables etc is going to land you in hot water when you've got thousands of followers on twitter but no conversions. This is a really nice slideshare on the importance of the set up stages with any social media campaign http://www.convinceandconvert.com/social-media-
    put together by another Jason

  • I think, when it comes to social media the vital point is to discuss WHY before thinking about HOW, you need your clients to decide their specific goals for using social media, once these are clear then you can start to develop interesting strategies, but diving straight in without distinguished aims, measurables etc is going to land you in hot water when you've got thousands of followers on twitter but no conversions. This is a really nice slideshare on the importance of the set up stages with any social media campaign http://www.convinceandconvert.com/social-media-
    put together by another Jason

    • Thanks, Zac. We love Baer's work. And the first thing I walk clients through
      when talking strategy is establishing goals … why are we doing it. Thanks
      for the thoughts!

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  • Zack

    I suppose the whole premise for business is to indirectly filter visitors to their websites, is that right Jason? You don't go to a cocktail party and begin a sales pitch with every person you meet. In the same way, should business reach their market segments with insights and useful content, people will forward the content on to friends and that business may recover a few more clicks to their website link from the blog, tweet, post, kick, tumble, and what have you.

    • Wouldn't be that definitive about it, Zack. Website visitors can and
      normally is one measure of success, but what if you are driving a lot
      of engagement/coupons/off-line event promotions, etc., to your
      Facebook fan page? Your website visitors don't mean much there. I
      think it's smart to drive people to your website in most instances,
      but it's less about indirectly filtering visitors there and making
      sure you're giving your online audience value in their experience.
      That can be done on social networks, off-line and more. Make sense?

  • I've been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned. I tend to group the strategy into three parts: Listen, Learn, Leverage, but the components you mentioned are all covered in one of the steps.

    • Great minds and all, right? Heh. Thanks for the comment.

  • jason,
    great article and helpful as i create a social media strategy for resident camps. i think one of the biggest difficulties is defining the objective. Too often we go for a shotgun mentality instead of a focused effort when it comes to social media. thanks for some great thought provoking questions.

    • Thanks, Dave. Appreciate the thoughts and the reading.

  • nice article. how could you get a large following to promote a blog/website?

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  • nethaggler

    Great ideas… I have few questions in my mind but really you have shown me the right path.

    Thanks for sharing these important details.

  • nethaggler

    Great ideas… I have few questions in my mind but really you have shown me the right path.

    Thanks for sharing these important details.

  • Great points, Alan. I've had some experience with people calling me or my clients out on social media networks. I think the proof is in the pudding. If you provide value consistently and build relationships with people, the nay-sayers eventually go away. If you build enough relationships, your community will shut them up for you.

    Off-setting negative reactions in search results can be trickier. But if you are a good citizen on the social web and are transparent and honest in your approach, the negative will almost always be drown out or overcome by the positive, even in the long tail of the negative splash.

    Thanks for the thoughts!

  • Great points, Alan. I've had some experience with people calling me or my clients out on social media networks. I think the proof is in the pudding. If you provide value consistently and build relationships with people, the nay-sayers eventually go away. If you build enough relationships, your community will shut them up for you.

    Off-setting negative reactions in search results can be trickier. But if you are a good citizen on the social web and are transparent and honest in your approach, the negative will almost always be drown out or overcome by the positive, even in the long tail of the negative splash.

    Thanks for the thoughts!

  • Hey Hugo! Thanks for taking the image and for opening it up for use. Glad to provide appropriate credit.

  • Hey Hugo! Thanks for taking the image and for opening it up for use. Glad to provide appropriate credit.

  • Thanks for saying so, Ambarish. Appreciate the comment.

  • Thanks for saying so, Ambarish. Appreciate the comment.

  • Interesting report, Greg. I guess in the spirit of research, I'd be cool with someone trying out the link-driving. Experimentation is good. Would love to know more about your findings sometime.

  • Interesting report, Greg. I guess in the spirit of research, I'd be cool with someone trying out the link-driving. Experimentation is good. Would love to know more about your findings sometime.

  • Sure thing, Keva. Crisis Communications can take on a whole different face when done on the web. It's imperative companies not only have a plan in place for traditional media, but one for new media as well.

  • Sure thing, Keva. Crisis Communications can take on a whole different face when done on the web. It's imperative companies not only have a plan in place for traditional media, but one for new media as well.

  • Thank you for saying so, James. Glad folks find these thoughts of mine useful.

  • Thank you for saying so, James. Glad folks find these thoughts of mine useful.

  • Thank you for saying so, Lynn. I appreciate you reading and commenting.

  • Thank you for saying so, Lynn. I appreciate you reading and commenting.

  • Wonderful additions, Rachel. Good work.

  • Wonderful additions, Rachel. Good work.

  • Excellent reminder, Arik. Thanks for adding that!

  • Excellent reminder, Arik. Thanks for adding that!

  • Thanks Mike!

  • Thanks Mike!

  • Hey Chuck. Sorry for the lapse in responding. Posts get away from me sometimes.

    I think brands for the most part have yet to become strategic. There's no less since there was little to begin with. So I think it is a failed assumption. Brands aren't doing it strategically yet. Sure there are some, but for the most part not.

  • Hey Chuck. Sorry for the lapse in responding. Posts get away from me sometimes.

    I think brands for the most part have yet to become strategic. There's no less since there was little to begin with. So I think it is a failed assumption. Brands aren't doing it strategically yet. Sure there are some, but for the most part not.

  • Jason, thanks for providing a great article and getting this discussion started. Everybody seems to be adding a lot.

    Going along with the final line in your list and Keva's response, I think it's important to consider damage control in a serious way. Because everything from the truth to the fanciful can spread with staggering speed, a contingency plan has to be at least considered. We ask questions like these:

    1. What do we do if people “call us out” and react adversely to our social media presence in a given network?

    2. If those unfortunate interactions take place, what can we do to offset said negative interaction from ranking well in search results?

    3. Are you OK with social networks not being OK with everything you do?

    4. What are you learning from their adverse reactions to your product or service?

    Great discussion, everybody.

    -Alan
    http://www.TheSaiko.com

  • Jason, thanks for providing a great article and getting this discussion started. Everybody seems to be adding a lot.

    Going along with the final line in your list and Keva's response, I think it's important to consider damage control in a serious way. Because everything from the truth to the fanciful can spread with staggering speed, a contingency plan has to be at least considered. We ask questions like these:

    1. What do we do if people “call us out” and react adversely to our social media presence in a given network?

    2. If those unfortunate interactions take place, what can we do to offset said negative interaction from ranking well in search results?

    3. Are you OK with social networks not being OK with everything you do?

    4. What are you learning from their adverse reactions to your product or service?

    Great discussion, everybody.

    -Alan
    http://www.TheSaiko.com

  • Jason, thanks for providing a great article and getting this discussion started. Everybody seems to be adding a lot.

    Going along with the final line in your list and Keva's response, I think it's important to consider damage control in a serious way. Because everything from the truth to the fanciful can spread with staggering speed, a contingency plan has to be at least considered. We ask questions like these:

    1. What do we do if people “call us out” and react adversely to our social media presence in a given network?

    2. If those unfortunate interactions take place, what can we do to offset said negative interaction from ranking well in search results?

    3. Are you OK with social networks not being OK with everything you do?

    4. What are you learning from their adverse reactions to your product or service?

    Great discussion, everybody.

    -Alan
    http://www.TheSaiko.com

    • Great points, Alan. I've had some experience with people calling me or my clients out on social media networks. I think the proof is in the pudding. If you provide value consistently and build relationships with people, the nay-sayers eventually go away. If you build enough relationships, your community will shut them up for you.

      Off-setting negative reactions in search results can be trickier. But if you are a good citizen on the social web and are transparent and honest in your approach, the negative will almost always be drown out or overcome by the positive, even in the long tail of the negative splash.

      Thanks for the thoughts!

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  • Very interesting article; it's something I've been toying with on a novice level, and this provides valuable food for thought.

    Thanks for using our image, by the way. We appreciate it, and thanks for providing the image credits!

    Hugo
    Corepics
    Lifestyle Photography

  • Very interesting article; it's something I've been toying with on a novice level, and this provides valuable food for thought.

    Thanks for using our image, by the way. We appreciate it, and thanks for providing the image credits!

    Hugo
    Corepics
    Lifestyle Photography

  • Very interesting article; it's something I've been toying with on a novice level, and this provides valuable food for thought.

    Thanks for using our image, by the way. We appreciate it, and thanks for providing the image credits!

    Hugo
    Corepics
    Lifestyle Photography

  • Very interesting article; it's something I've been toying with on a novice level, and this provides valuable food for thought.

    Thanks for using our image, by the way. We appreciate it, and thanks for providing the image credits!

    Hugo
    Corepics
    Lifestyle Photography

  • Very interesting article; it's something I've been toying with on a novice level, and this provides valuable food for thought.

    Thanks for using our image, by the way. We appreciate it, and thanks for providing the image credits!

    Hugo
    Corepics
    Lifestyle Photography

    • Hey Hugo! Thanks for taking the image and for opening it up for use. Glad to provide appropriate credit.

  • huangqin
  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

  • The parameters of conversation is quite a key to develop a social media strategy

    • Thanks for saying so, Ambarish. Appreciate the comment.

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  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Corporate messaging — talking points — are precisely why people have turned to online communities and social networks for information about products and services. Social media exists to provide trusted, third party information to consumers looking for something other than a sales pitch. Thus, diving into a social media effort with your talking points in tow is a great strategy if you’re hoping to fail

    Now a days social media plays important role in promoting brands and companies. People are using social network to promote their brands and they are doing good.

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Thank you , its really informative post jason fall , I’ve been working for social media monitoring, analysis, and engagement company Visible Technologies in product marketing and in general I agree with everything you mentioned.

    facebookster

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
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  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

  • Strategies play an important role in social media. If you have a good resources and backup plan then you can achieve success. Very informative post indeed. Thanks for this strategies.

    Regards,
    866.568.6377

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  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

  • Jason,

    I share your concerns about social nework marketing.

    Recently I decided to put my Twitter marketing posts on one of my marketing websites. In other words, I direct followers to my website to click the link I provide for them instead of just sending them off to the article that is on someone else's site.

    I did have one complaint, but I explained that I like to test the article titles to find out what people respond to. In addition, if they want to click on something I provide at my site, so be it (and I hope they do, of course).

    Otherwise, the jury is still out for me if selling a product on Twitter and FB is feasible as opposed to other, traditional, advertising methods.

    • Interesting report, Greg. I guess in the spirit of research, I'd be cool with someone trying out the link-driving. Experimentation is good. Would love to know more about your findings sometime.

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  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

  • Something else important is to consider how to enter the conversation when your company is experiencing a crisis. Considering how quickly rumors and exaggerations can propagate on the Web, a company also needs several channels to get out its side of the story.

    • Sure thing, Keva. Crisis Communications can take on a whole different face when done on the web. It's imperative companies not only have a plan in place for traditional media, but one for new media as well.

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

  • Building a bit on what Bill said and on your post Jason, I spend a lot of time getting clients to understand that social media is a strategic approach to consumers not a campaign with a beginning and an end. (I wish we could have come up with a name that didn't include the word “media.”) Framing the task as identifying the parameters for the conversation will help them understand this. An excellent insight. Thank you. James

    • Thank you for saying so, James. Glad folks find these thoughts of mine useful.

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

  • Jason, I look forward to your posts. Always thoughtful and filled with actionable tips. Many thanks, Lynn

    • Thank you for saying so, Lynn. I appreciate you reading and commenting.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Excellent additions! Thanks, John.

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

  • Great points in this post Jason. It certainly isn’t as simple and sending out a press release and fact sheet and speaking from your key messages as it was a few years ago. I think it’s also easy to point out that if you spend to much time formalizing a comment and shuttling it through a lengthy approval process you may as well not bother, as conversations happen to quickly for that.

    I’d also ask:
    • Who do we empower within the organization to serve as our conversationalists?
    • How do we leverage this vehicle of social media to create brand evangelists?
    • What is our strategy for true brand opposition?

    • Wonderful additions, Rachel. Good work.

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

  • Another question to ask yourself: When is it NOT appropriate to join the conversation. What are the criteria? You allude to this a little up top, but another parallel with traditional PR and media relations is sometimes it's not appropriate to comment and respond to a blog post. In some cases, you're just legitimizing an otherwise somewhat irrelevant voice (think about a blog in your vertical or niche with 5 readers). The lesson: Focus on the conversations that matter and that are relevant and impactful to your brand.

    @arikhanson

    • Excellent reminder, Arik. Thanks for adding that!

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Monika_Lorincz

    Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

    Monika Lorincz
    monika at surchur.com
    http://surchur.com/
    Blog: http://blog.surchur.com/
    Twitter: @surchur

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

  • Jason – a great post. I love the way you've broken down this concept into some manageable bullets for companies. Are you seeing brands becoming more or less strategic in their approaches to social media? The reason for my question is that it would seem as if, from your list of bullets, that these are all things companies should be able to answer with some relative ease. Is that a failed assumption?

    • Hey Chuck. Sorry for the lapse in responding. Posts get away from me sometimes.

      I think brands for the most part have yet to become strategic. There's no less since there was little to begin with. So I think it is a failed assumption. Brands aren't doing it strategically yet. Sure there are some, but for the most part not.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

  • Jason–so nice to read. I was just having this very discussion the other day with some associates. It's been interesting to watch the progression of social media from “neat new tool for the hi-tech brands” to “cool new app everyone's thinking about playing around with” to “a platform that cannot be ignored by any company.” When I first came to Louisville in the mid-90s, we were still having workshops trying to convince companies they needed a website. Now, no self-respecting company wouldn't have one. It's like not having a listing in the yellow pages. I think in a few years, we'll all be scratching our heads and saying “boy…remember what life was like before social media? How weird that you couldn't talk to a company directly!” The main issue for companies now is creating a platform that is truly useful to people, and that they can easily manage. That's the real challenge…and the people who figure it out fastest, win.

    • Thanks, Susan. It is funny how the parallels run from websites to social media, etc. I'm sure the parallels extend beyond that, in fact I've heard Scott Monty has a bit in his presentations on social media for Ford that show guidelines for responsible use of the telephone from a company in the early 1900s. But you're right. The ones who figure it out fastest normally are in a position to win. I'm just hoping the remember to figure it out best as well. Heh.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

  • Jason, once again, very well done.
    I would add to the “What are they talking about already?” question with the obvious “What are they saying about us and our competitors?”.

    • Monika_Lorincz

      Exactly my point John. What are they talking about you right now. Social media and real time search go hand in hand, as the latter is the perfect tool to find out just how popular your business, your brand or your competitors are… It is crucial to know what is happening right now on the internet, whether it is blogs, twitter, photos or news and it is quite efficient to have all of these sources brought together on page page.

      Monika Lorincz
      monika at surchur.com
      http://surchur.com/
      Blog: http://blog.surchur.com/
      Twitter: @surchur

    • Excellent additions! Thanks, John.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

  • Setting aside simple parameters (and being relatively flexible with them) is essential to the creation of any system of interaction within the social media space. Laying out guidelines needs to be quick and dirty. You can't just sit back and watch the conversation build without your input. You can go back and rework your policies as they become outdated or fail. The need for “something” to guide you is definitely apparent though. 9 months of talking about something=fail.

    • Agreed, Stuart. I think the real key is becoming comfortable with your ability to have conversations with people around and about your company or brand. Once you're there, social media interaction is really easy.

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

  • A great post on social media strategy. We have rebuilt our consultancy and training business around our social media activity, in particular LinkedIn and twitter. My tips that we have picked up along the way are as follows:

    1: Define your product/service. Do you have something to sell in the end that you can deliver or communicate about? This is the starting point. Seems simple I know, but I work with lots of businesses that say “We really need to get in to twitter/facebook/linked in/you tube etc.” My first question is “what is it you want to sell there?”

    2: Define your target audience. I started with LinkedIn and added connections. Next I joined all the relevant groups and posted in each one every week. Not a pitch, an answer to a question. I use all the words available and this builds following.

    3: Set up your own group. This needs to be about your trade subject rather than about you. This draws in more followers who will look on you as an expert reference. You can launch events, webinars, and whitepapers etc that continue to promote your brand. Polls and questions also give great PR opportunities.

    4: Use video. An amateur looking video works best on YouTube, over a slick one. Comment on your industry, advice, comment etc with a catchy headline. This enables your followers to see you as well as read about you.

    5: Move in to twitter. You need to make the decision on if you want to target a mass volume of followers or a target group. I choose the latter. Get to know your followers and engage in conversation, banter and feedback often. You get quickly ignored if all you do is send out pointers to your own blog or website.

    6: continue traditional marketing and sales. Social media enhances it, it doesn’t replace it. In my presentations I describe it as “New tools. Same rules!” The social media side just means you can get your name out to a lot more people a lot quicker. I back this up with regular speaking at industry events and sales activity.

    Don't expect a sudden influx in orders. It takes about 6 months of hard work and time to get the results coming through. If you are prepared to invest it will pay off.

    Bill

    • Bill, I think you've nailed the most useful comment I've seen in a while. Thanks, so much for sharing. I like the way you took it step-by-step and built up the credibility and trust with your community gradually. You've certainly given a great formula to follow. Now if we could just convince CEOs and brand managers this is the right approach. Excellent input. Thank you!