Tag Archives: social media

Social media is not for everyone

Social media is not for everyone.  That is not a popular statement among some in
the marketing field.  If you are deep into social media the tendency is believe that it will work for everyone.


The fact is that there are certain business segments where social media is shunned and for good reason.  Certain industries or business segments with high security concerns may not embrace social media.  This is appropriate – their customers do not live in the social media universe so why should they?  There are so many industries that can benefit from social media there is no need to force it on those with whom it does not resonate.


As a “VP of Marketing for hire” my job is not to force one solution or marketing tactic on every client just because I like it and find it successful.  My job is to create and execute a marketing plan that will achieve my client’s goals.


Food for thought…




I use social media because….

…it facilitates connections.

There are several reasons to use social media for business. Whether you use it to gain industry knowledge; make new connections; keep an eye on the competition or see what your clients are saying, the underlying reason should be about relationships.  At their core, social media tools exist to facilitate relationships and connection.

I use social media to do the following:

  • Increase my sphere of influence in hopes to find new connections
  • Nurture some of those new connections into online relationships
  • Connect with some of those relationships ILR (in real life)
  • Learn form people who are smarter than me (the list is long)
  • Gain new industry knowledge
  • Contribute my experience and expertise
  • Increase awareness of my consulting business and my blog

The tools I primarily use are LinkedIn, Facebook and Twitter.  For many clients I also use YouTube, Vimeo and Flickr.

What are your reasons for using social media tools?


LinkedIn Direct Ads – Test 2

Testing 1-2-3 – Again…

In November I began a test run of LinkedIn Direct Ads and wrote about it in this blog post. In the post I committed to posting an update. Here  it is…

The success of the campaign was not as desirable as I had hoped.  I was pleased with the number of impressions but the CTR was extremely low. On many levels I expected this because my audience size was very small (started with about 1000).  

If you read my blog you know that I believe in the Review and Revise philosophy.  You will not get the results you want unless you continually review campaign performance and make revisions to improve results.  I turned my LinkedIn campaign off for a month or so and recently turned it back on with the following significant changes.

  • Deactivated 2 out of 4 ad variations that did not get any results
  • Changed headline on one of the remaining ad variations
  • Created a new ad variation with a new headline and slightly revised copy
  • Increased my audience size from 1000 to 3300
  • Increased my bid (still deciding if I think leads from LinkedIn are worth the CPC rate)

I’ll post another update in a few weeks.  In the meantime, I will continue to review and revise the campaign to achieve optimal results. I would love to hear your experience with LinkedIn Direct Ads. Post your comments.

Looking for results…


Social Media is not…

Social media is not a stand-alone strategy

Having a social media component in your overall marketing strategy is a key element to success.  But if social media is your only strategy – at worst it is doomed to fail and at best you will just be spinning your wheels.

Marketing is about telling your story – the story of your product and your company. I coach my clients to use social media to help promote, educate and spark conversation about their story.  Social media helps us to get more personal with our clients and customers. Social media can extend our reach beyond what it can be without it.  Social media can help us make new connections.

If social media helps us promote our company story that means we must already be telling our story. As a small business owner you are living out your company story daily. The question becomes, are you communicating it effectively?

Don’t know the answer? Ask a marketing coach. I’m available.


Thursday Threads

Social Media Do’s and Don’t’s for Small Business


    • DO set realistic expectations and goals for your social media strategy
      • DON’T assume that you will not get leads for your social media efforts
    • DO have a solid, well-planned strategy
      • DON’T let your strategy become robot-like
    • DO seek out help to execute your strategy   
      • DON’T be afraid of the technology (that’s why you get help)
    • DO push yourself to get the most out of social media   
      • DON’T over commit yourself with an unachievable strategy
    • DO contribute to the conversation in a meaningful way
      • DON’T only Tweet about your latest blog post or your products
    • DO look for people you know and connect with them through social media
      • DON’T assume they will all be as focused as you might be
    • DO be deliberate in getting your message out there
      • DON’T be repetitive
    • DO remember that what you say will always be “out there”    
      • DON’T let that stop you from being authentic

    See you next Monday…


    Say What?

     Social Media Guidelines for Your Brand

    On Wednesday I talked about achieving brand consistency on a budget.  Common voice (tone, wording, etc.) is a key element in brand consistency. The great thing about consistency of voice in social media is that it does not cost much, if any, cash.  It does require a time and thought investment.

    Twitter, Facebook and LinkedIn all have status updates.  This is not news. 

    What may be news to many small business owners is that you can easily set your Twitter status to appear on your LinkedIn and Facebook status plus on your blog too (depending on what blogging service you use). This is one way to be sure your voice and messaging is consistent across all platforms.

    This may get a little tricky if there is more than one person engaged in social media on behalf of your company but it is achievable.  Here is where the time and thought investment comes in.  This can be done by establishing guidelines for any representative of your company to who engages in social media. 

    Keep these things in mind when establishing social media guidelines:

    1. Be clear on the voice of the company
    2. Be clear on your policy to engage (or not engage) negative comments
      1. You may want to designate one person to be the voice in these situations
    3. Don’t make the guidelines too narrow so that you squash the individual’s voice
      1. Especially about things unrelated to your brand
      2. But…don’t make them too loose either
    4. Don’t make efforts so coordinated that everyone is saying the exact same thing
      1. Like automated Tweets to multiple accounts
      2. It can get boring and your audience will lose interest
    5. Add guidelines specific to your brand…

    As always, I encourage you to seek the help of a marketing coach.  They can help guide you in the right direction.

    If you would like to learn how to link your updates feel free to email me.

    Working to add value…


    I Can’t Afford That!

    Brand Consistency on a Budget

    As a small business owner it is possible to create a comprehensive marketing strategy with a consistent look & feel that matches your brand and does not break the bank.  I am currently executing a marketing strategy for a small business client which includes a social media component. 

    Here is an overview of the approach:

    1. Create website (includes new logo, corporate colors, etc.)
    2. Create Twitter account (created custom background and colors to compliment the website).  Promote branding messages through Tweets (be careful not to over do this).
    3. Create blog (using WordPress.com). (Custom header and background colors to compliment the web site).
    4. Leverage existing LinkedIn account.  Incorporate new logo and promote branding messages through updates.
    5. Create Facebook Page with new logo. Promote branding messages through updates.
      1. Next step will be to create a unique tab for her business that can take a “basic” Facebook page to another level. Click for Skittles example
    Note: all elements are linked to each other so that the user can easily get from Facebook, to the blog, to LinkedIn, etc.

    Once all the components of the strategy are live I will do a case study to show the final result and include a budget review. In the meantime, call your marketing coach to help you plan and execute an achievable strategy for you!  Don’t have one? Get one, I high recommend it!

    This is the basic overview.  More details to follow on Friday’s post. Stay tuned!


    Chop and Grind

    My husband and I have a blended family with four teenagers. When we married over 3 ½ years ago: our kids were teens and pre-teens. We went into it with eyes open knowing it would be challenging and did everything we could to prepare ahead of time.

    We were not prepared.

    Whoever came up with the phrase “blended family” obviously never had one.  To me blending conjures up images of a smooth fusion of two or more elements.  My blender is broken – sometimes it is stuck on chop and grind.

    Sometimes small business owners have a blender that is also stuck on chop and grind. Blending “old school” marketing and the new social marketing world of today can be messy and many get it wrong. Having a well-planned social media strategy out of the starting gate can help that blender move past chop and grind into smooth fusion.

    Here are some tips to help you blend more smoothly:

    1. Define who you are trying to reach (old school)
    2. Identify the social media platforms in which you wish to engage (new world)
    3. Research your audience on those platforms (old school and new world)
    4. Listen to (read) what they are saying (old school)
    5. Find your “voice” for the medium (old school and new world)
      1. Note: Do not just push your product or business – remember you must contribute value to the conversation)
    6. Learn from the mistakes you will make (old school and new world)
    7. Review and revise your strategy as you gain more knowledge and followers, fans, friends, connections, etc. (new world)
    8. Seek help in getting started if you need it (old school and new world)
      1. Find a social media coach to guide you

    Still blending…


    Great Analytics Tool Discovery

    I just read about an awesome analytics tool to track social media campaigns.  I cannot wait to try it.  It is created by RowFeeder and is built on Microsoft Excel. A tool many are familiar with.  Below is an excerpt from the Mashable article:

    The product is built on Excel, so instead of simply exporting data, RowFeeder generates native Excel files with pre-populated charts, visualizations and pivot tables all based around a company’s raw social media data. The idea behind the service is to bring sophisticated social media data crunching to marketers in a format that they’re familiar with.

    RowFeeder tracks and aggregates data around any word, phrase, hashtag or username on Facebook and Twitter. Automated report types include velocity analysis to chart keyword activity on social sites, location analysis to find out where conversations are happening, and influencer and people analysis.

    If you use RowFeeder let me know what you think about it (post a comment). I am signing up one of my clients up for the free version today!

    Never underestimate the need for, and power of, good analytics!


    What Should I Twitter?

    What Should I Twitter?  I have nothing to say.

    Sure you have something to say! When asked this question I typically respond with another question. Why do you want to Twitter? On Tuesday’s blog I offered 5 reasons to Twitter.  These can help answer the “why” question. If your business goal is to connect with your audience (clients, prospects, colleagues, etc.) then consider these suggestions on what you should Tweet.

    1. Join the conversation! (you might learn and/or contribute something)
    2. Offer information or insight (you may have a pearl of wisdom that one of your followers needs to read)
    3. Pass along interesting articles (by passing along great articles you read, you may help someone else)
    4. Talk about conferences or meetings you attend (people who respect you may want to check out what conferences you attend)
    5. Talk about business meetings you attended and mention who was in the meeting (especially if they are on twitter too)
    6. Talk about business deals you recently signed (if they can be discussed publicly)
    7. Talk about something you have learned in business, life, parenting, whatever (this can connect you to your readers)
    8. Insert your reason here

    Still need more help with this Twitter or social media thing?  Contact a marketing coach to help get you started!

    Tweet On!


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