Tag: Twitter

The Social Media Marketing Dilemma

There is a lot of buzz about social media marketing these days. We have all heard it, and no industry is immune. All of the facts and figures point to the inevitability that your business will be affected by this turn in the marketing tide. This all got me to thinking about the dilemma that social media poses to each and every business entity.

The dilemma is in weighing the cost of participating versus the risk associated with not embracing social media marketing. So how can you mitigate your risk? Spend a moment with me to understand why you should not overlook social media for another minute.

Social Media Marketing: Now or Later?

The part that may be the hardest for many companies is that this shift in the marketing tide has occurred during an already frightening time for business people. Companies who used to advertise in newspapers have found that they are largely ineffective. This has further added to the already obvious demise of print media. Similarly, television is losing the marketing battle at an astonishing rate. Your local affiliate stations used to receive a piece of the national advertisers spending, and that was cut by the major networks. This is all happening because the Internet has fully eclipsed all other media in both total adspend and consumer reach. 

I can give you a long list of the things which have added to the social media boom, but I do not think I will need to explain this. You know it is here, and you are quite possibly feeling a bit overwhelmed by it all. It is a huge transition. It is kind of a big shuffle where everybody is just trying to find their way and hope when it all settles that they will have made the right choices and that they adapted to the new rules of marketing soon enough to be effective. This really is a dilemma of when to make a quantifiable effort: will it be now, or will it be later? When should you adopt the new rules of engagement? Are you too late? It is too soon? The questions are so plentiful and pressing that I have watched it paralyze many would-be good business decision makers.

Social Media Dilemma: Risk vs. Risk

Perhaps you are just warming up to the idea that this “new” media is where things are going. The fear of jumping in is really pretty normal. After all, it is hard to believe in something after you have watched all the things you always knew about business and economy suddenly change. Most of us were always told that our home would always be a great investment. That seems to be a bit shaky now, although it will certainly return. We thought companies like General Motors, AIG, and others were unshakeable and that the whole world economy could not all just collapse. Things have changed, and amidst all of that change around you, the thought of spending what seems like a fortune in order to effectively participate in a marketing method with a whole new set of measurement metrics probably feels a bit uncomfortable at best.

So what will make all of this feel better and help it all make sense? The answer is this: If your competition does it sooner and better than you, the cost of lost opportunity will be greater than any other potential risk. 

Social media marketing is truly not as new as you may see it on the surface. In many ways, it is the way it used to be done in every company, for as long as business has been done. The tools have changed a lot, but the communication basics are that if you develop a warm market, your business will always perform far better. Your sales process will be much smoother. Your brand image will be enhanced by the added customer satisfaction. The list of benefits to the added communication of social media marketing over advertising as usual should not be so hard to understand. All the same, as a social media and Internet marketing professional since the mid-1990s, I still often feel like I am trying to explain the color blue to a person devoid of sight.

A Picture of Social Media Marketing

I want to provide you with a mental picture of social media marketing. Work with me, please. Let’s say that you are about to walk out the door to drive to your local Wal Mart for a couple items. You are going to pick up a garden hose, some razor blades, a new alarm clock, and a few other items. As you head for the door with your car keys in hand, the doorbell rings. You get to the door and there is a salesperson standing there to greet you. They are with a company you have heard of, but you have never met this person. He says that he has all of those things you planned to pick up at Wal Mart. He has the garden hose, the razor blades, and even the alarm clock, and he happens to have them right there. He even has the brands you would buy. How does this feel to you? Are you a bit uneasy about it? Many people have answered this question for me, and it seems that the vast majority would still get in the car, drive to Wal Mart, sort through the aisles, wait in line, and return home. The trust factor compels them, and the guy at the door just did not have the trust yet, regardless how hard he tried.

I have a new picture for you. The person standing at the door is somebody you have had some brief communication with, and you realize you have some mutual friends. It warms up with a bit of friendly conversation, and what do you know. You belong to the same social group. It all starts to look different now, does it not?

The differences in these scenarios are very similar psychologically to an advertisement compared to a social media approach. In addition, with a social media approach, it is altogether likely that the phone rang before you even grabbed your car keys and a friend was on the other end to let you know they were sending the hose, razor, and alarm clock guy over. It has a completely different feel, and it is the reason that advertising has always been an uphill battle compared to proper relationship marketing.

Social Media Fears: The Biggest Dilemma of All

Now that I have walked you through an analogy of digital social media compared to yesterday media, let us look at the worst social media dilemma of all. This time, you are in the selling position, and you are the guy at the door. Answer yourself this question: do you want to be that guy at the door trying to peddle your goods, or would you rather be the hose, razor, and alarm clock guy who took the care to build relationships and will be walking up to the door already announced.

If you fear what happens if you embrace social media marketing today and that it may not work for you, the greater question should be in which hose, razor, and alarm clock salesperson you want to be. If you leave it up to your competition, your cost will be much greater indeed, because the deepest cost is that of missed opportunities.

The Value of Social Media Marketing

What is the value of social media marketing and social networking to a business? This seems to be a very misunderstood subject, and one which too many companies tend to relate to other marketing efforts or advertising. If you really do not see the enormous value of social media marketing today, then it is likely because you are either going about it wrong or you are not embracing it at all. It is time that we change that for you and help you to see what this social media thing is all about.

Business Social Networking ROI

I hesitate to use the term “business social networking”, because it is an awkward term. So many businesses want to know the value of networking using social media, so this is a term I use for the company hoping to implement a social media plan. This could also apply to the growing number of individuals seeking new employment opportunities using social networking.

First, I want you to understand that much of what you learned about marketing and advertising goes out the window right now. This is not likely what you think it is … it is much more! If you try to measure a return on investment of social networking, it is a lot like putting a ROI on each handshake or each “hello” as you walk through your grocery store. It is not about advertising, and the same metrics cannot be applied. The value of social networking flows down many streams, and it harnesses the value of good public relations, communications, marketing, friendships, and so much more. There is much that simply cannot be measured in a spreadsheet, and thus it will often take a degree of faith, especially if you hire a social media consultant.

Social Media is “Networking” and it is “Social”

The term, social networking really says what it is, but I often find people who continually get it all wrong. Companies seeking to use social media for business purposes often get it wrong by trying to advertise their goods or services. This sets them up for an utter failure, and can often do more harm than good. Business people participating in social networks often find it hard to come out of their shell and actually be social. How do we fix this? Well here are just a few tips about social networking that you should not overlook:

  • Always put your first name in your profile! People want to know YOU, and not a username or company name. Some people will still communicate with you, but is it really you?
  • These people you meet on social networks don’t bite! Well, maybe a few do, but most will hug you rather than bite you.
  • Get to know people. Spend time with them, just as you would with a friend anywhere else.
  • Be yourself! I have said it a million times, but I mean it. We will not all get along, but most people will respect the individuality you show.
  • Do not tell me about your business and then not remember my name! If you do this at your local Chamber of Commerce function or worse, at a cocktail party, you will look like a buffoon. You are not a buffoon are you?
  • Remember that 100 people saying something nice about you to 100 other people is far more valuable than a few business prospects. When you have friends, you will have people who want to be helpful to you. The value of a friendly referral can go a long way!
  • Be respectful of others.

Social Networking Takes Dedication

If you cannot make a solid commitment to a social media plan, it is best to not start one at all. The people you will meet are real and you simply cannot make friends only to leave them behind. Just how seriously do I mean this? Let’s examine just a couple of my friends whom I met online and through these social networks I write about.

  • Peggy (my wife)
  • Mike, who is one of my closest friends, Web developer, and Kansas State Legislator.
  • Reg, who has children 6 years and 10 months old and a stepdaughter who is 21. Reg is also a social media giant.
  • Bianca, whom I met online in 1998 and communicate all the time. She lives in Austria and used to be an au pair in the USA.
  • Eric, who ate a 6 pound burrito, lives in Las Vegas, and sells bulletproof vests and armored cars.
  • Toni, who blogs and chats with friends even while her husband Royal sleeps beside her in bed. Oh, yes … and she is lovely!
  • Melissa, who nearly wets herself laughing at things I send her via Twitter.
  • Sail, who lives in Honolulu, Hawaii and has not been to a beach in the last month.
  • Cody, who lives in Calgary, Canada, likes to party, is a bodyguard to celebrities, and met a new love interest on my live Webcast (#Shabam, Cody!)
  • Misty, who lives in Manila, Philippines and loves chatting and great design.
  • This list can go on for thousands of people.

The people mentioned above and many more are among the very important relations I have met using social networking. I communicate with these people regularly online, on the telephone, and in person. They are all parts of a very important network of people whom I can count on to be friends, and to have something nice to say about me, with or without prompting.

The Social Media Commitment

Just how important is a commitment to social networking? Like any wise investment of your time or money, you will benefit from social media commensurate with your efforts. If you have seen the news, it should be clear by now that other forms of communication such as television, radio, and newspapers are failing. If you have not heard this, it should be even more clear just how much their reach has degraded. Social media is picking up where all of those others left off, and at the horizon is Twitter. With all of the huge changes in today’s communication methods in mind, you must ask yourself just how important it could be to your company to make a significant effort toward building a social network and social media plan before your competition does.

Can a Social Media Consultant Really Help?

This may seem like an alien question to many people. After all, if you are to be yourself, how can somebody be a better “you” than you, right? That is not what a social media consultant does.

When you venture into the unknown world of social networking, there are many pitfalls to avoid, and many useful tools that can help you. Having a professional on your side to guide you and to promote you can be a huge factor to your success in reaching the right audience with the right message and with the right approach.

The answer is YES! A social media consultant can be an immeasurable benefit to your social networking efforts, and should be chosen wisely.

Which Social Network Do I Prefer? Twitter of Course!

I offer you the links below to understand how important I consider Twitter. Also, see my other recent articles on Twitter.

My personal commitment to social networking and Internet marketing is greater than I would ever expect for one of my clients. However, I expect my clients to make a substantial commitment to their efforts in social networking. In order to explain how committed I am, I will simply say that I spend far more time cultivating relationships with my social networks than most people will ever spend in an office. This is not a 9:00am to 5:00pm process. 

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Asking For The Sale Online

Sales representatives forgetting to open the order pad or afraid to ask for the sale has been a concern of sales managers forever. This is something that I concentrated on as a sales trainer and management consultant for years. It often came down to a lack of confidence and training, but why should this be the case with a Website? Shockingly, the same problem also holds true on the Internet. Are you asking for the sale?

Asking for the sale is the best part of the job!

It could be said that asking for the sale is the hardest task for a sales representative. It seems strange, however, that this is the part that actually creates the business, and thus pays the salesperson. When it comes right down to it, it should be the most natural thing, and the fun part of the job. So why are so many Website owners neglecting the best part of the sales job? The answer is that they simply do not know better. It is because of a lack of training and experience.

How do you ask for the sale?

In order to understand your shortcomings, it is often best to ask for another set of eyes from outside your organization. Fortunately, with Websites those extra eyes (and where they are looking) are recorded in a server log that may be reviewed and analyzed to determine patterns which may show that you simply are not asking for the sale. If you do not know what to do with this information, and most people do not, you need a professional. This brings me to the point of asking you for the sale.

May I have your business?

I am not a hypocrite, so I will lead by example. I want your business, and I am not afraid to ask. Some benefits that you will receive from my services are as follows:

  • Enhanced Website user experience emphasizing your call to action.
  • Expanded visibility with search engine optimization (SEO) placing your Website at the top of appropriate search results.
  • Improved market exposure through social media.
  • Improved public relations with well prepared and distributed press releases.
  • Improved presentation with professional creation and review of existing marketing copy.

I want to provide you with my experience in reaching markets and delivering quality results. For more information, please take your time and review this blog. I hope that you will find this information useful. Following your review, call me at *REDACTED DUE TO AGING WEBSITE* to get started with a better approach to your Internet market.

 

One last thing! May I have your business please?

Twitter: The Tweet About Retweet

Being retweeted on Twitter is hitting blogs, television, and magazines around the world, but is it all that important? I want to tell you a couple things about the coveted retweet, and why it matters.

What is a Twitter Retweet?

Just a quick overview for those who did not know, a retweet is when a Twitter microblogger sends a short 140 character message, called a “tweet” and another user sends it to their Twitter followers by sending the same message prefixed with “RT @username” showing the source of the information. It is the holy grail for some, but just a good measurement of quality to others. If you are retweeted a lot, it is generally assumed that people like what you have to say.

Proper Retweet Usage

A retweet is very useful for sharing good information while crediting the originator. By retweeting, you are being courteous to your friends. If you want to spread helpful information, a retweet can be very helpful. There is nothing wrong with asking for a retweet, as long as the purpose is for other’s benefit.

Of course, there are cases where the retweet can be misused and annoying. The people out there to provide little value and just sell you their goods would consider the retweet to be the holy grail … the brass rings to reach for. These are also the same people who consider the number of people following their tweets more important than focusing on the value they offer to their audience. These are (usually) not the most retweeted people. If selling is your goal, you should really rethink the retweet.

Getting Retweeted by Providing Value

If you hope to be retweeted, consider how you interact with people, and whether you are giving them what they want. People do not want to be “sold at”. Imagine the difference in how you feel about going to a store to buy things compared to how you feel when the doorbell rings and there is somebody there to sell you something. This is very much how people feel about the selling invasion in their social networking space.

The methods and mentality of social networking has been written about in huge volumes. Some of the information is great, and much of it is junk. There are a lot of people writing about social networking just to sell to you something. Then, there are the ones who really “get it”. The ones who do “get it” are the people who understand what I have tweeted and said many times: “If you see somebody as a sandwich, they can usually tell.” This is to say that if your intention is more about making the money, and not about being helpful, most people will know. I call it the “bullshit perfume”. If my language offends you, I am sorry, but I just want to give a clear picture.

The Real Retweet Secret

I am going to put my neck out and say that the real secret to being retweeted comes in just a few parts. Here is a short list of the things I believe to be most important. I welcome your additional thoughts in the comments section of this blog post.

  • Forget about you: If you have the right mindset of being useful to people, rather than being selfish, it will show. People really like to talk about themselves. Let them, and don’t hog all of that enjoyment for yourself. Listen to what people have to tell you, and you will probably find some great friends.
  • Forget the dollars: (see above) If people want to know what you do, they will find out.
  • Be friendly: Try to get to know your “tweeps” (Twitter friends), and allow them to know you. This is why we use the word “social”. Address people by their first name.
  • Show personality: You are a person, right? Flaunt it, don’t hide it. I sometimes crank up my Webcast and have a chat with my “tweeps”. It has been great fun, and I doubt any of my tweeps would fault me for lack of personality, for better or worse. 🙂
  • Consider what people want: People want to connect with other people. They want to laugh. They want to find useful information.

@murnahan Retweeted

Just so that you do not think I am another one of those “Twitter experts” that I have made so much fun of, I feel that I must explain that I did not make this all up. I am consistently in all of the popular leaderboards as one of the most retweeted Twitter users, and can back it up. I strongly believe that my mindset of helping others and doing what I have said here truly is the reason. For a look at where I stand for retweets, I offer the lists as follows:

 
For more on Twitter, please reference Answers.com or these previous articles I wrote: Twitter Usage Study and Twitter Usage Study Results … and of course, I invite you to watch my Twitter Kids @murnahanvideo.
 
NOTE: If you would like to meet more people on Twitter, feel free to add a link to your Twitter profile in the comments here.
 

I hope you found this article useful. If so, please pass it along and retweet (RT) it … your tweeps will probably like it too!

January 2011 Addendum: Twitter has changed a lot since I wrote this, and since I wrote the book “Twitter for Business: Twitter for Friends“. Many things are the same, and providing value is still the most important.

I have recently noticed an increase in people searching the Internet to find out the answer to the question “how do i know if people retweet me?” The simple answer is to go to http://twitter.com/#!/retweeted_of_mine and also watch for people manually retweeting your content by copying and pasting a link and including your username. That will simply show up in your Twitter account under “@mentions“.

I hope this has helped you, and I always welcome your feedback, here, on Twitter, or elsewhere.

Funny Twitter Videos Get Re-Tweeted

The burning question: What gets re-tweeted? First, I will explain for non-Tweeters (a Tweeter is a user of Twitter) a re-tweet is wheen a user of Twitter adds “RT @username” to a message and re-sends it to their Tweeple (Twitter people). This signifies the source of the initial tweet, and it pays the orignial sender a respect for their tweet (message). Being re-tweeted is not only a great honor, but it greatly expands the reach of your messages. Just imagine that when I send something out to my present group who follow me, if they re-tweet it to their group of followers, and if those people also do the same, well, the numbers can get huge!

Finding ones way in the “Twitterverse” is a very personal experience. Each of us develop our own uniqueness and personality. While there are a number of Twitter users who choose to use Twitter with little more than to promote a product, many users are in it to have fun and meet new and interesting people, with the possible side-effect of growing business. My personal Twitter experience is that it is a fantastic way to find a ton of useful information that I probably would never have found otherwise. I have written a couple other posts (Twitter Usage Study | Twitter Usage Study Results) about Twitter usage, but this one is about the fun and funny side of Twitter.

I saw a poll today that was quite revealing. It showed that good humor is far more likely to be re-tweeted to others. This kind of explains why when I look at retweetrank.com it shows @murnahan (me) in position #47 for re-tweeted messages at the time I am writing this. It is because my Twitter “channel” is chock full of the most zany, strange, bizarre stuff I can find. That is the stuff that interests me. Twitter, to me, is a great place to be the class clown. I tend to send a lot of video links in my Tweets, and what better than a funny video about Twitter? It just makes sense. So I want to share a few funny Twitter videos that gave me a chuckle.

Rob McNealy (@RobMcNealy) Twitter Gangster Video

Rap may not be your favorite genre, but this comical video of the “Twitter Gangster” is a Twitter great!

Ben Walker (@ihatemornings) The Twitter Song

This one is a hoot! If you haven’t been bookmarked, re-tweeted, and blogged, you might as well not have existed. Ben has a real hit with this video.

Mark Aaron Murnahan (me) (@murnahan) Twitter Kids

In this video, I share my secret to Twittering more by using my six year old son and three year old daughter. Don’t worry, I supply them with plenty of coffee and Red Bull … After all, I am not an animal!

Submit Your Funny Twitter Video

If you have seen or created a funny Twitter video, please add it in your comment to this blog post and Tweet it to me. I am always up for a laugh, and I will re-tweet your video to others looking for good humor. Also, please re-tweet this! 🙂