Top of Mind – But Not to The Point of Annoying The Customer

Sure, you want to be top of mind with your customers. You want to stay in touch via all the channels available to you, including social media, direct mailings such as catalogs, and of course email. But overdoing it can seriously backfire, and while junk mail is more difficult to tame, unsubscribing from your email [...]

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Getting Them To Like You Is Just The Beginning. How Do You Make Them Stay? That’s The Real Challenge!

The headline was staring at me reproachfully: “Study: 36% of fans disengaging with brands on Facebook!” It seemed to be asking, “So, are YOU able to hold on to YOUR fans?” Good question. I already stated here that starting a blog is easy, but keeping it fresh is difficult. The same is true for holding [...]

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What Makes You Like/Unlike a Brand on Facebook?

I’ve been reading a lot recently about what causes fans to like or to unlike a brand on Facebook. I must admit that as a consumer, I don’t really like brands on Facebook. I like many pages on Facebook, but I do that as part of my work – liking a page enables me to [...]

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Should You Follow Someone on Twitter if they Never Follow Back?

What’s the point of following someone on Twitter if they decidedly don’t follow back? Not just you – they don’t follow back anyone, as a matter of principal. Would you follow someone like that? Should you? It depends. What are you trying to get out of Twitter? If you’re looking for information about someone that [...]

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What if My Personal Blog Scares Clients Away?

A fellow social media consultant, who does not have a personal blog, recently asked me, “Aren’t you worried about potential clients being scared away if they disagree with the content on your personal blog?” I’m not worried at all, actually. Here are my thoughts on the subject: 1. I don’t publish anything on my personal [...]

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Want More backlinks? Post a Linkbait

I love what these guys did here: It’s a classic linkbait, and it worked – I immediately wrote a blog post about it for one of my clients, and linked back to that page. So, what is a linkbait? A linkbait is content that makes people want to link to it. It can be something [...]

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Incorporating Social Media Into Traditional Marketing Campaigns

I like the way Amex is incorporating customer tweets into its new television commercial: By doing so, Amex achieves four important goals: 1. The tweets tell a story of all the wonderful things you can do with Amex Membership Rewards Points. And they tell the story so much better than if Amex would have told [...]

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Developing Your Facebook Page

One of my biggest pet peeves, as a social media consultant, is landing on a corporate Facebook fan page that has no Welcome tab. Landing on a Wall usually results in a general feeling of being lost – you’re not sure where exactly you should look, and if you simply look at the most recent [...]

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Social Media: Measure Results, Not Activities

It’s easy to measure activities. When you engage with a social media expert, they might promise you, in their proposal, “10 weekly tweets” or “at least 2 daily Facebook postings” (hopefully you will NOT see the latter, as too-frequent postings on Facebook are a surefire way to get fans to UNlike your page).

But is this really what you want to measure?

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Twitter: Noise-to-Value Ratio Remains High

I agree with Laura Ramos. Twitter is one of the noisiest places in social media, and with all that noise, its value is not yet clear.

When clients ask me about Twitter, and whether they should use it, I usually tell them that if their target audience uses Twitter, then yes, they should use it too, but that a clear ROI will be difficult to establish. What CAN be established is that if you sell to moms, then Twitter is a good place to connect with moms and mom bloggers, many of which are on Twitter daily. If you’re a B2B high tech company, Twitter is a good place to connect with, and stay in touch with, tech analysts and tech journalists – many of them use Twitter regularly.

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