Sunday, July 12, 2015

Feed and Speed Your Social Media Metabolism

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The best way to keep momentum in your company's social media efforts is to become a social media nutritionist and change the way you're consuming content.


"Eat many small meals throughout the day" is the mantra of many a nutritionist when teaching clients on how to keep their metabolism going.  Your body is like a locomotive gaining momentum and energy from the frequent small feedings. Social media I will tell you works the same way.

I've written about the importance of regular blogging, press releases, tweets but creating relevant content on a regular schedule isn't easy. It's not that we're lazy, it's that -- OK - we are lazy, or busy, or just fresh out of ideas. But that's unacceptable.

The reason these lapses occur is because most  people write only when things need to be written and postpone it as long as possible (remember college term papers?) But for those of us who make a living through writing know that writers write all the time.  When we're walking, running, even sleeping. Regardless of what writing deadline I'm on, chances are I'm writing something else. This article, in fact, is being composed in my head while waiting online at the supermarket. (Which reminds me, I forgot to get eggs, but I digress).
 
Facebook is a great way to keep your Social Media Metabolism burning. Now before you go spouting about how Facebook has done nothing for your business, let me stop you right there and say "I agree." It's tough for most businesses to get business on Facebook. And asking friends and family for company likes  or posting news on your company page is not what I'm suggesting.

I'm saying that if you are the one responsible for creating all those blogs, and tweets, and press releases for your company, then you should be posting and commenting on yours and your friends pages to keep your creative juices flowing.  Or comment on that news story or blog you just read. Or join LinkedIn groups. Sound off. Make a snarky quip. Add poignant insights.  This gets your social media metabolism burning.

As a caveat to doing more of your personal social media, you'll actually want to create more social media post rather than feel obligated or pressured.  When it's time to post engaging content about your company, you'll be "in the zone" as they say. You'll also likely see stories that could tie in well with your brand.

And make your posts leaner. Too many companies fill the posts with a month's worth of news. Not good for readership, and unless it's all the same topic, not good for SEO either.
So start thinking about social media more like a marathoner. Rather than three-multi-course, fatty meals, think many lean engaging posts. You'll feel better and your sales team will thank you.

Follow Frank Bocchino, a digital marketing consultant who helps brands exceed their business goals utilizing the latest trends for  blogging marketing automation, SEO, and social media.

Or contact Frank Bocchino for media opportunities.


Monday, June 1, 2015

Excellence? I Bet You Don't Want It.

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Some people (and businesses) often strive for the mundane and average because it's safer and easier.

Before you ask for exemplary efforts from your employees, your team, your managers, your partner, first ask yourself: "Do I really want that?"
Everybody wants the best right? Wrong. We all have the ability to be great. And some of us for are willing to put in the work to get there and the additional work to stay there. But once we're there perhaps the most surprising thing is discovering that the rest of the world is perfectly content with being average.
Think about it. When most people talk about their favorite actor actress it's often not because under extraordinary talent. "I like that guy," they'll say. "He seems like a regular person." And read any dating profile online and most will state: "I'm just looking for someone normal."
We tend to do the same thing in business. We may want to be the best but often just okay is just fine.
"Don't take too long with this one. Just get it done."
"I think you'll be bored with this job. You seem overqualified."
"Who cares what we paid for it? We need to cut our losses."
As a society, we like the concept of being a superhero but really don't want to put in the work, put up with the dangers, or risk the chance of falling from grace. It may be fun being the Incredible Hulk but those mood swings and wardrobe costs must grow weary.
Perhaps one reason people do not give their all at the workplace is because their best is not wanted. Businesses expect to get the most out of employees but in truth they are not willing to respond in kind.
Really experienced employees will cost you more money. Really smart employees Will challenge the way you do business. And really hard working employees might aggravate the rest of the staff and will leave quickly when a better opportunity arises.
In business, as in life or love, we get back what we put out. Want to find the person of your dreams? Then be that person. The same goes for your business. Don't make idle promises that you know you will never keep. Don't downplay the importance of doing a good job. Don't expect A-level work from B-level players. And don't expect an exemplary staff, unless you're an exemplary leader.
Follow Frank Bocchino, a digital marketing consultant who helps brands exceed their business goals using the latest tools for marketing automation, SEO, and social media.

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Sunday, April 26, 2015

Social Media Money Making is all in the Inception

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There is money to be made in social media. But it's not being made where you'd think -- or at least where I thought. The bulk of the money is being made by companies and individuals selling services to other companies and individuals with the hopes of making money in social media. Confused? Me too.

Thanks to social media, the days of the banner ads as revenue generators are behind us.  Pricing was based on traditional print advertising, but used visitors rather than subscribers as the benchmark. Then when tracking became available, advertisers charged by viewership or "eyeballs", And that morphed into click-throughs,  and later into conversions. To be honest, I don't think they were a good investment once the novelty wore off.

Today, I am never quicker with a click then to shut those pop in ads for newsletter subscriptions et al. You still see banner ads (mostly on mobile) but online ads were replaced with search engine ads and corresponding landing pages. Those work but require an offer: either giving something away, a contest to win something or at least a discount -- all at no cost.

Companies now use social media for primarily publicity reasons to drum up interest in their product or service. To extend offers or up sell opportunities. They use it to aid in customer service. Making sales off your Twitter and Facebook? Didn't think so. And if you are, I'm willing to bet it's less than last year despite the fact that 2015 seems to be better for everyone.

Simply put, the companies generating the most revenues through social media are the social media companies themselves. Facebook. Twitter. Pinterest. No surprise here. So are the companies aiding those companies. Social media posting, listening, monitoring software. The business of social media is selling social media. Still confused? You're supposed to be, as that's part of the plan.

Right now the place where people I know are making money in social media is Instagram. How are a collection of selfies with my BFF and what-I-had-for-lunch snaps generating revenue?  Uhm, well they're not but I have friends who are doing well on a variety of topics from yoga to interior design.  Early adopters to the medium, these friends have Instagram accounts that have amassed followers by the thousands (upwards of a million-plus in some cases). Their business plan? They'll charge you to post your photo (not an ad, but photo mind you) on their account. All in the hopes that some of their followers will see it, and like it enough and follow you. So they can do the same to others. It's the New World pyramid scheme - Ponzi minus the illegal part. There are companies that can tell you everything about the who what and where. What percentage of those million subscribers will actually check their Instagram doing the few hours you paid me to post your photo? Sssh! Don't ask such details. You're ruining the fun.

At times, social media reminds me of the plot to the movie Inception. You understand it (enough) to follow what's going on (sort of), and are happy with the ending that makes sense (some what).  Part of our confusion though is our own making. Social media hasn't changed us; we've changed it.

Follow Frank Bocchino, a digital marketing consultant who helps brands exceed their business goals using the latest tools for marketing automation, SEO, and social media.

Or contact Frank Bocchino for media opportunities.