social media

SEO is a “Window,” not a Destination

As ever in social media, there is an ongoing argument – this one about the importance, or non-importance, of Search Engine Optimization (SEO) in your social media efforts.  Those on the “pro” side stating that without SEO you will never receive traffic to your Web site, and those on the “con” side countering that SEO does not allow you to be truly engaging in your communications and that it’s just “gaming Google” and selling products like ScribeSEO. I tend to look for a middle ground.  SEO can play a part in your social media planning, but without additional communications streams, be it blog posts or other engaging modes, SEO is worthless.  Gearing every post with special SEO rules and ignoring the fact that your readers are mostly regular people who are checking your site out. And SEO does help when you are working in tags, such as YouTube, or even tagging blog posts.

My take on this is simple, yet as complex as you wish to make it.

SEO gives your reader a glimpse through the window of your house.

Reader engagement (including social networking engagement) invitingly opens the door for them,

Compelling and storytelling content keeps them returning for more.

All need to be in balance, all need to be approached in different ways – depending on your needs. Providing your social media communications a level of harmony that people find irresistible.

Featured, social media, Strategy

Playing the Numbers Game

It’s easy to be lured into playing the numbers game in social media, or any kind of communications activity – basing your success on how many Facebook fans you have or how many people follow you on Twitter. These numbers tend to be arbitrary. Many times an organization will see a level of success with how they run their social media program and use those numbers to validate a need to not examine, tweak, or improve an organization’s program – often to their detriment.

This kind of strategy is a double-edged sword, because invariably other companies in your industry have larger follower numbers and those numbers can easily be used to detract from your accomplishments.

One of the best ways to avoid falling into this trap is to properly prepare your social media strategy, complete with an audit of your organization’s needs and how you are meeting those goals and objectives.

But you have to have a plan first. What do you want your social media campaign to accomplish? Very few organizations have the leisure to engage in social media without having a clear and measurable goal with a return on your investment in social media. It requires that your organization start off by asking some questions.

Continue reading

Featured, social media

Everything I know about social media I learned in Powerlifting

I want to share a secret with you – many years, and about 65 pounds ago, I had been a devotee of something with a much greater pull than even social media and its allure.

That’s right, I had been a quasi-athlete (not a great one, but just one), well I was a rugby player – define that as you will. As part of being an athlete, I really got into powerlifting, it was a better way to get into shape – not as monotonous as running or cycling. (I wasn’t great at powerlifting either, just ask my workout partners 😉 )

I had flirted with the idea of being a strength coach, because I enjoyed working out and studying exercise physiology, but as my instructor used to say, he couldn’t advise that we complete four years of college in order to earn $25,000 a year as a strength coach.  So I ended up in PR, where a four-year degree earned me just a little more per year. 😉

And recently, while two torn up knees and a bum ankle are keeping me off of the rugby pitch, I’ve been getting back into powerlifting more and more.  So as I’ve jumped back into powerlifting I’ve noticed a lot of parallels between this sport and social media. I quickly grabbed the laptop and started jotting down as many notes as I could keep trapped in my mind. I’ve included a list of this baker’s dozen below.

  1. Practice, practice, practice!
    1. It’s not only how you get to Carnegie Hall, or hit that new record bench press, it’s how you hone your social media chops – and learn what works for you (whether it’s video, audio, blogging, etc.)
  2. Form is important.
    1. As everyone who hits the weights knows, you have to perform each exercise correctly. If you don’t learn how to do each exercise correctly then you run the risk of injuring yourself later.
    2. In social media, you have to look at this as focusing on the narrative you want to tell, the stories about your organization that are important.
  3. You won’t hit every lift, it’s OK.
    1. Whether you are working out or at a powerlifting meet, you’re not going to perform every lift perfectly, sometimes you will fail to get the weight back up – it was called “bottoming out” when I lifted – and that’s OK.
    2. In social media, every post isn’t going to be perfect, or totally make sense to your target audience, or tell the story you want it to tell. No worries, you’ll get it next time. And maybe you can learn something from what you might consider a “failing post” that you can use in a few weeks.
  4. Build your posts to an “event”
    1. In strength training, there’s a philosophy called “periodization” – where you prepare a workout schedule that fluctuates from light workouts to hard workouts and back to medium – which turns into the new “light workout.” As you progress along this program, you will gain more strength, step by step. Usually you plan your workouts back from a scheduled event (the start of a sports season or a powerlifting meet).
    2. Why not do the same thing for social media? Plan on having a meetup/tweetup, or another social event or giveaway several months down the line and start creating a schedule of posts, videos, etc that you want to use to build up to this event.
  5. Start easy at first – don’t overstress yourself.
    1. Until you feel comfortable with your “social media workout,” don’t push yourself to do too much – too quickly. In powerlifting and social media it can lead to burnout and abandonment of your new plan. Remember, follow your schedule, and don’t frontload it with too much work until you are prepared for it.
  6. Mix up your “workout”
    1. Doing the same kind of workout, or creating the same kind of content, over and over starts to get stale.
    2. In strength training, this leads to boredom and your workout gains start to stall.
    3. In social media, this can lead to boring posts, losing readership, and eventually you might give up on creating new content.
    4. Just mix things up, don’t always do the same kinds of posts, or create the same content in your social media plan – some days do a podcast, or a quick video, or take a little time off (see below)
  7. More is not always better
    1. In strength training, as in social media, your first inclination might be to jump in with both feet and overdo everything.
    2. If you need to take a little time off, do it. While social media, and powerlifting, are very cool and a lot of fun, it can start to wear on you. But don’t take too much time off, or you might not return again – it’s the difference between a quick break and quitting for good. In strength training it means you’re going to get out of shape again, in social media it means giving up on your content, when you might be on the cusp of a breakthrough piece.
    3. If you’re at a company, see if you can find a couple of people to stand in for you for a while to continue building your audience.
  8. Don’t neglect your “core training”
    1. In strength training, you have to develop your foundation, your core muscles (the abdominals, lower back, upper back, shoulder girdle and legs) in order to get stronger.
    2. In business and social media communications training, you have to look at your organization’s core competencies and ask “what are our communications goals?”
    3. How are you going to achieve those goals? How will your narratives, the stories you share about your organization, help you reach your goals?
  9. Speaking of goals, set realistic goals.
    1. If you’re starting out in powerlifting, you’re probably not going to hit a 400 pound bench press overnight, or for quite a while. But you can add 20-30 pounds in a few months.
    2. If you’re creating social media content, blogging and videocasting, you’re not going to reach Bob LutzGeoff Livingston and Chris Brogan reader numbers overnight – and that’s OK. Keep your measurements realistic, if you impact a handful of people that’s still wonderful, in fact they might even get back to you and let you know about that impact.
  10. Everyone is unique – in strength training and content creation.
    1. Not everyone will feel comfortable sitting in front of a video camera, or audio podcasting. They might be better at connecting with people via social networking tools (which are different from social media).
    2. Go with what works for you – and include this in your social media “periodization plan”
  11. Have the right equipment for your needs.
    1. And know how to use it. In strength training, doing deadlifts wearing sandals might leave you injured – trust me I know.
    2. In social media, you need to have the proper equipment – it doesn’t have to be too expensive, but instead of getting a flip camera (which seems to be the rage among communicators) look at something that allows you to get decent audio (a much overlooked piece of the YouTube puzzle) as well as audio.
    3. Use this equipment in your practice sessions, knowing how to use your equipment ahead of time makes your life much easier, whether it’s in powerlifting or social media.
  12. Get a trainer
    1. When you start working out, it pays to invest a little bit of money in working with a personal trainer. They help start you down the path to a healthier life, or a stronger body. They give you the tools to move on, only needing to check in with them periodically when you need something new to add to your workout.
    2. It’s the same thing in social media. If you are new to this, you can start off by reading a few books and trying to get some “book learnin’” and try to piece this together. This isn’t a bad idea, but you can avoid some of the “bad form” you might learn from reading various tomes if you hire a social media communicator to help train you, to show you what might or might not work for you and then let you loose on the InterWebs to see how this works. Then you can bring them back from time to time to teach you something new or change your routine a little bit.
  13. Finally, and more importantly, at the end of the day you have to do this yourself.
    1. No one can work out for you. You can’t have someone from outside your body lift the weights for you. You have to sit down at the bench and start pressing the weights on your own.
    2. When you are creating content for your social media outlet, you can hire someone to come into your company and write for you, or you can have an employee do it on behalf of the company, but leaving this in the hands of an agency instead of learning how to do it yourself can be dangerous – because it leaves your communications goals vulnerable to an outside organization that only has your best interests at heart as long as the checks don’t bounce.
    3. You need to take the lessons learned from all of the above points, and what your social media trainer has taught you and either do it yourself or bring someone in to your organization who can “lift the weight” for your organization.
Management Consulting, public relations, social media, Strategy

The Two Most Powerful Words in Strategic Communications?

(Other than “Payment Received” 😉 )

Many, many moons ago, when I was svelter around the waist and with less gray in my beard, I wanted to be an EMT. (emergency medical technician… you know, a dude in an ambulance) My interest developed after taking a first responder class in college, and I wanted to carry on my studies, possibly even working my way through school as an EMT.

(Thankfully, I passed the class but didn’t go on with becoming an EMT. It was fascinating and fun, but not for me.)

One of the first, and most important lessons I learned as an EMT were that the two most important words to an EMT were “It Depends.”

As my instructors drilled into my brain repeatedly throughout class, it was difficult understanding with certainty what was happening to a patient, because symptoms for a problem (i.e. a stroke) could manifest one way in one person, and a slightly different way in another person. Just enough to leave you wondering for sure what the problem was.

(There you go, you’ve just spared yourself 6 months of EMT classwork. You’re welcome. 😉 )

So what does this have to do with business, communications and social media?

I’m glad you asked.

Businesses, like people, are multifaceted. Large or small, Fortune 100 or Mom-and-Pop shops, they are all different entities mostly looking for the same goal – profit. Some consultants want to tell you that all businesses should act like the small, family-owned business, listening attentively to each customer. While that works for the small business, it’s harder to change the culture ingrained into larger companies into acting like a small business.

That doesn’t mean that larger businesses shouldn’t engage in social media. Hell, many large companies have great social programs. It does mean that each company has a different way to achieve social media nirvana, locating what works for them. It means that cookie cutter social media programs won’t necessarily work. You don’t just add water, mix and cook at 400 degrees for a successful program or strategy.

Each company, large or small, single people (athletes and celebrities?) or Japanese Zaibatsu conglomerates, needs to sit down and assess their communications and interaction goals, work on a pre-program audit – looking at their needs, the audiences they want to reach, how best to interact with those audiences. Developing lists of Twitter handles to engage with that make sense (why would a college need to interact with a 30-something professional, non-alumni with no kids? Is there a reason? There might be. What would it be? NOTE: I work at a university, and this is just an example that popped in my head and is not indicative of anything in that university’s strategy)

In short, you need to do your research. Do your homework! Conduct your communications, social media and other audits, ask questions. Make sure any social media company you work with knows how to do this, ask for definable and measurable goals.

Will the same social media strategy that works so well for Dell work for you? Remember…

“It Depends”

public relations, social media

"Disney-fying" Your Story

Walt Disney World and Disneyland parks are often called “The Happiest Places on Earth,” however if you ask many of Disney’s detractors they’d say that Disney’s marketing just tells a good story. Regardless of how you view Disney (I personally am a huge fan), you should grab your Moleskein or netbook and take a trip to either park for a couple of days to take notes and learn how to “Disney-fy” how you tell stories.

When I talk about “Disney-fying” your story, I’m not talking about making a simple story, I mean think about how to create a more immersive story, using multiple media, online and offline, community development and more.

I was watching a special on Disney World when I started writing this piece. The show was describing the Disney Animal Kingdom’s Everest Ride, and how the “story” behind the ride started long before you arrived at the ride – it started as soon as you entered the “village” area for the ride, with posters about the yeti being shown on screen, and how the little shops, food areas, etc around the ride had elements about the yeti and the Nepalese mentality of “forbidden areas” around mountains that are believed to have yeti. These elements gave more of an “asian flavor” to the ride, giving it more background and depth than just another basic rollercoaster ride. (Think of your messages in this way, what can you do to provide more information or depth to your message – going beyond just having another message to tell.)

When you visit one of the Disney theme parks there are a myriad of stories being told beyond the obvious “Walt Disney” story. Far too often people are rushing around to really let the stories sink in with them, and if your communication efforts aren’t ready to meet the challenge of connecting people, they’ll rush away before your message resonates with them. (regardless of if it’s a sales message, a communication message, or a community building message)

This also goes to show you that you the importance of having people knowledgeable about storytelling and the elements of your organization, people who can’t fake this interest and knowledge, engaging with your audience in these multiple media. How do these elements work together, how do you play on their various strengths to tell your story?

blogging, social media

Everything I know about social media I learned in Powerlifting

I want to share a secret with you – many years, and about 65 pounds ago, I had been a devotee of something with a much greater pull than even social media and its allure.

That’s right, I had been a quasi-athlete (not a great one, but just one), well I was a rugby player – define that as you will. As part of being an athlete, I really got into powerlifting, it was a better way to get into shape – not as monotonous as running or cycling. (I wasn’t great at powerlifting either, just ask my workout partners 😉 )

I had flirted with the idea of being a strength coach, because I enjoyed working out and studying exercise physiology, but as my instructor used to say, he couldn’t advise that we complete four years of college in order to earn $25,000 a year as a strength coach.  So I ended up in PR, where a four-year degree earned me just a little more per year. 😉

And recently, while two torn up knees and a bum ankle are keeping me off of the rugby pitch, I’ve been getting back into powerlifting more and more.  So as I’ve jumped back into powerlifting I’ve noticed a lot of parallels between this sport and social media. I quickly grabbed the laptop and started jotting down as many notes as I could keep trapped in my mind. I’ve included a list of this baker’s dozen below.

  1. Practice, practice, practice!
    1. It’s not only how you get to Carnegie Hall, or hit that new record bench press, it’s how you hone your social media chops – and learn what works for you (whether it’s video, audio, blogging, etc.)
  2. Form is important.
    1. As everyone who hits the weights knows, you have to perform each exercise correctly. If you don’t learn how to do each exercise correctly then you run the risk of injuring yourself later.
    2. In social media, you have to look at this as focusing on the narrative you want to tell, the stories about your organization that are important.
  3. You won’t hit every lift, it’s OK.
    1. Whether you are working out or at a powerlifting meet, you’re not going to perform every lift perfectly, sometimes you will fail to get the weight back up – it was called “bottoming out” when I lifted – and that’s OK.
    2. In social media, every post isn’t going to be perfect, or totally make sense to your target audience, or tell the story you want it to tell. No worries, you’ll get it next time. And maybe you can learn something from what you might consider a “failing post” that you can use in a few weeks.
  4. Build your posts to an “event”
    1. In strength training, there’s a philosophy called “periodization” – where you prepare a workout schedule that fluctuates from light workouts to hard workouts and back to medium – which turns into the new “light workout.” As you progress along this program, you will gain more strength, step by step. Usually you plan your workouts back from a scheduled event (the start of a sports season or a powerlifting meet).
    2. Why not do the same thing for social media? Plan on having a meetup/tweetup, or another social event or giveaway several months down the line and start creating a schedule of posts, videos, etc that you want to use to build up to this event.
  5. Start easy at first – don’t overstress yourself.
    1. Until you feel comfortable with your “social media workout,” don’t push yourself to do too much – too quickly. In powerlifting and social media it can lead to burnout and abandonment of your new plan. Remember, follow your schedule, and don’t frontload it with too much work until you are prepared for it.
  6. Mix up your “workout”
    1. Doing the same kind of workout, or creating the same kind of content, over and over starts to get stale.
    2. In strength training, this leads to boredom and your workout gains start to stall.
    3. In social media, this can lead to boring posts, losing readership, and eventually you might give up on creating new content.
    4. Just mix things up, don’t always do the same kinds of posts, or create the same content in your social media plan – some days do a podcast, or a quick video, or take a little time off (see below)
  7. More is not always better
    1. In strength training, as in social media, your first inclination might be to jump in with both feet and overdo everything.
    2. If you need to take a little time off, do it. While social media, and powerlifting, are very cool and a lot of fun, it can start to wear on you. But don’t take too much time off, or you might not return again – it’s the difference between a quick break and quitting for good. In strength training it means you’re going to get out of shape again, in social media it means giving up on your content, when you might be on the cusp of a breakthrough piece.
    3. If you’re at a company, see if you can find a couple of people to stand in for you for a while to continue building your audience.
  8. Don’t neglect your “core training”
    1. In strength training, you have to develop your foundation, your core muscles (the abdominals, lower back, upper back, shoulder girdle and legs) in order to get stronger.
    2. In business and social media communications training, you have to look at your organization’s core competencies and ask “what are our communications goals?”
    3. How are you going to achieve those goals? How will your narratives, the stories you share about your organization, help you reach your goals?
  9. Speaking of goals, set realistic goals.
    1. If you’re starting out in powerlifting, you’re probably not going to hit a 400 pound bench press overnight, or for quite a while. But you can add 20-30 pounds in a few months.
    2. If you’re creating social media content, blogging and videocasting, you’re not going to reach Bob Lutz, Geoff Livingston and Chris Brogan reader numbers overnight – and that’s OK. Keep your measurements realistic, if you impact a handful of people that’s still wonderful, in fact they might even get back to you and let you know about that impact.
  10. Everyone is unique – in strength training and content creation.
    1. Not everyone will feel comfortable sitting in front of a video camera, or audio podcasting. They might be better at connecting with people via social networking tools (which are different from social media).
    2. Go with what works for you – and include this in your social media “periodization plan”
  11. Have the right equipment for your needs.
    1. And know how to use it. In strength training, doing deadlifts wearing sandals might leave you injured – trust me I know.
    2. In social media, you need to have the proper equipment – it doesn’t have to be too expensive, but instead of getting a flip camera (which seems to be the rage among communicators) look at something that allows you to get decent audio (a much overlooked piece of the YouTube puzzle) as well as audio.
    3. Use this equipment in your practice sessions, knowing how to use your equipment ahead of time makes your life much easier, whether it’s in powerlifting or social media.
  12. Get a trainer
    1. When you start working out, it pays to invest a little bit of money in working with a personal trainer. They help start you down the path to a healthier life, or a stronger body. They give you the tools to move on, only needing to check in with them periodically when you need something new to add to your workout.
    2. It’s the same thing in social media. If you are new to this, you can start off by reading a few books and trying to get some “book learnin’” and try to piece this together. This isn’t a bad idea, but you can avoid some of the “bad form” you might learn from reading various tomes if you hire a social media communicator to help train you, to show you what might or might not work for you and then let you loose on the InterWebs to see how this works. Then you can bring them back from time to time to teach you something new or change your routine a little bit.
  13. Finally, and more importantly, at the end of the day you have to do this yourself.
    1. No one can work out for you. You can’t have someone from outside your body lift the weights for you. You have to sit down at the bench and start pressing the weights on your own.
    2. When you are creating content for your social media outlet, you can hire someone to come into your company and write for you, or you can have an employee do it on behalf of the company, but leaving this in the hands of an agency instead of learning how to do it yourself can be dangerous – because it leaves your communications goals vulnerable to an outside organization that only has your best interests at heart as long as the checks don’t bounce.
    3. You need to take the lessons learned from all of the above points, and what your social media trainer has taught you and either do it yourself or bring someone in to your organization who can “lift the weight” for your organization.
social media

SEO is a "Window," not a Destination

As ever in social media, there is an ongoing argument – this one about the importance, or non-importance, of Search Engine Optimization (SEO) in your social media efforts.  Those on the “pro” side stating that without SEO you will never receive traffic to your Web site, and those on the “con” side countering that SEO does not allow you to be truly engaging in your communications and that it’s just “gaming Google” and selling products like ScribeSEO. I tend to look for a middle ground.  SEO can play a part in your social media planning, but without additional communications streams, be it blog posts or other engaging modes, SEO is worthless.  Gearing every post with special SEO rules and ignoring the fact that your readers are mostly regular people who are checking your site out. And SEO does help when you are working in tags, such as YouTube, or even tagging blog posts.

My take on this is simple, yet as complex as you wish to make it.

SEO gives your reader a glimpse through the window of your house.

Reader engagement (including social networking engagement) invitingly opens the door for them,

Compelling and storytelling content keeps them returning for more.

All need to be in balance, all need to be approached in different ways – depending on your needs. Providing your social media communications a level of harmony that people find irresistible.

BH