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How to nail social media in just ten minutes a day

April 23, 2014 by Luan Wise

How to nail social media in just ten minutes a day/Retro alarm clock{{}}One of the most frequently asked questions I hear during my “What’s the point?” series of social media talks is: “How do you find the time to do all this?”

My initial answer is, I’m abnormal. Don’t expect to do what I do — I’m not an average social media user.

My daily routine involves switching off my alarm and checking Facebook, Sky News, LinkedIn and Twitter on my smartphone. I have the same routine before I go to sleep. A couple of times a week, I’ll also look at Google+ and Pinterest. I might also look at Instagram at weekends.

I check in several times during the day — depending on where I am and what I’m doing — usually mid-morning and just after lunch, as my newsfeeds contain the most new content at these times.

But if I was a “normal” social media user, what would I recommend?

You need a plan. You need to know what you want to achieve and identify the best tools to enable you to achieve it. It’s far better to use two or three tools really well than to attempt them all.

First, spend time planning your content. Using a calendar to plan evergreen content frees you up to focus on the real-time stuff.

Free tools such as TweetDeck, HootSuite or Buffer can help you schedule and manage your activity. Check out Nutshell Mail for a summary via email, and Crowdbooster for detailed analytics.

It only takes ten minutes…

If you spend time planning, you can maintain an active and effective social media presence in just ten minutes a day.

This gives you time to check your newsfeed or timeline, share timely content, and engage with connections or followers — say thanks, like or add a comment.

Social media needs to become a habit, just as email use became a habit 10+ years ago. Technology is here to make our lives easier. It’s not fundamentally changing what we do — just how we do it.

It takes just 21 days to form a habit. In three weeks, social networking can become a part of your daily life.

How often should I post?

Research suggests the following posting frequencies work best:

Blogging: weekly

Facebook: three to four updates each week

Twitter: four to five times a day

Pinterest: weekly

Google+: two to three times a day

LinkedIn: two to three status updates each week

Once or twice a week you should check out who has viewed your profile on LinkedIn and participate in a group discussion. Regular participation will ensure you soon have a manageable habit to acquire news and information, and to engage in meaningful conversations.

If your timelines are filled with information that’s not of value, you need to reset your filters. Don’t be afraid to “unlike” and “unfollow”. You can use Twitter lists to organise the accounts you follow into manageable groups, then select which lists you view and when. Your LinkedIn home page allows you to customise the updates you see regularly.

Start forming your social media habit today — the chances are you’ll wonder how you managed without it.

Luan Wise is an expert contributor to Marketing Donut and is a freelance marketing consultant.

Could social media get you or your business into trouble?

March 18, 2014 by Sarah Orchard

Could social media get you or your business into trouble?/Word LIBEL from printed letters{{}}It’s all too easy to sit at your laptop and write something in the heat of the moment — a complaining email or even a tweet or Facebook update having a moan about something. But these online moments could land you and your business in court.

Just because you are writing something in the comfort of your office or sat on your sofa in front of the TV doesn’t mean it might not have serious legal implications. It’s all too easy to respond to something in an instant — post a comment here, have a rant on Twitter there — but you should consider whether your actions might be stepping outside the boundaries of the law.

One tiny comment can have far reaching effects in terms of who sees it and what it means for you or your business. Your tweets, status updates and reviews are out there in the public domain, for all the world to see, and unfortunately, some may come back to haunt you. If you think the internet offers a free rein to say whatever you want, you need to think again.

How 140 characters can get you into a lawsuit

If you have written a comment on a social media site, on your own or a competitor’s website or on a review site such as TripAdvisor or FreeIndex, you could be committing libel. Recently, there have been several high profile libel cases surrounding Twitter, including Sally Bercow’s tweet referencing Lord McAlpine.

The fact that the UK High Court found that her tweet was libelous shows that you don’t even have to explicitly defame someone for it to represent libel. Justice Tugendhat ruled that innuendo was equally damaging, carrying the “same effect” as the natural meaning of words.

A warning to social media users

Sally Bercow said: “Today’s ruling should be seen as a warning to all social media users. Things can be held to be seriously defamatory, even when you do not intend them to be defamatory and do not make any express accusation. I have learned my own lesson the hard way.”

It has been reported that online libel cases have doubled in recent years due to the social media explosion, so don’t think that social media is still a grey area in the eyes of the law — it’s really not. Your bite-sized tweets, status updates and comments on social networks (personal and business) are all covered by UK libel and defamation laws.

Even search giant Google has found to its cost that online defamation can take many forms. It has been sued several times because of its auto-complete feature, which whilst a useful tool for most of us, has been found to link people’s names with offensive or misleading terms, resulting in expensive lawsuits.

So what are the laws for online content and libel?

UK law is very clear on libel: anyone who makes a defamatory comment in published material about an identifiable person (ie someone named, pictured, or otherwise alluded to) that causes loss to business or reputation has committed libel. As the Sally Bercow case shows, a person does not even have to make a direct allegation, as UK libel law equally covers insinuation and implication. All social media users need to be aware of this.

Unlike criminal law where the burden of proof lies with the accuser, with UK libel law a defamatory statement is presumed to be false, unless the defendant can prove it’s the truth.

If you are in any doubt about what you can say online, take a look at this useful article Can I write whatever I want online? but my advice (and I’m not a lawyer I hasten to add) is never tweet or comment online in anger as it may land you (and your business) in a lawsuit!

Sarah Orchard is an expert contributor to Marketing Donut and a consultant at Orchard Marketing Associates.

Why Twitter beats Facebook when it comes to marketing your business

January 07, 2014 by Veronica Pullen

Why Twitter beats Facebook when it comes to marketing your business/twitter bird{{Image credit: mkhmarketing on Flickr}}Recently I’ve been hearing lots of people saying that Facebook has become their preferred choice of social network for promoting their business. Lots of people seem to be making use of Facebook, but are reluctant to start using Twitter or feel it’s not the right social network for them.

So I thought I would share my top four reasons why Twitter is better than Facebook for marketing your business, to give you the inspiration to start using Twitter, or to re-ignite your passion if you’ve started feeling a bit “meh” about it recently.

So, in no particular order:

Image credit: mkhmarketing on Flickr.

1. It’s fast moving

Now I know to the newbie Twitter user, the first time you realise just how fast moving it is, you can feel a bit like you’ve suddenly found yourself at Victoria Station at 8am on a weekday!

But the pace of Twitter opens up plenty of opportunities for you to get in front of your ideal clients.

Because it moves so quickly, most people don’t screen what they tweet in the way they do when posting on Facebook. Twitter users are much more likely to “brain dump” into a tweet — which means you get access to lots more detail on people than you ever will on Facebook.

On Twitter you’re more likely to post the minutiae about your day; the train is delayed, the fact that you stopped for coffee en route, your immediate thoughts after the meeting, the quick whizz around the shops, the people on the train and so on.

So think about what your ideal client might be tweeting about during their day — and search for it on Twitter. They’re right there.

2. It’s easier to learn

It is actually miles easier to learn how to use Twitter than it is Facebook.

The reason is that Facebook changes the blooming rules every other day; so just when you think you know what you’re doing, it all changes.

I can only think of two changes Twitter has made in the past six months, and one of those was about the way you report (and they deal with) abusive tweets. The other was the introduction of a new feature that allows you to accept direct messages from anyone who follows you — regardless of whether you follow them.

Both of those changes will make very little difference to how the majority of us use Twitter.

Conversely, Facebook have made about 98,516 changes to their platform in the last month — slight exaggeration but something changes in Facebook at least once a week. Grrr!

3. Your prospects can find you easily

This week we’ve needed to find three types of businesses, and as we’re new to the Isle of Wight, we don’t have many contacts in the offline world. So instead of faffing around skimming through the Yellow Pages, Google etc, we decided to do what any Twitter fan would do — we waited for the IOW Twitter Chat.

So on Monday night , we hit #WightHour to look for the people we needed. By 9.30pm, we had sourced an electrician, IT person, and a cleaning company. Job done, easy.

Are you participating in your local Twitter Chat? Or in all the Twitter chats your ideal clients are? If not, you’re very likely losing business.

4. You don’t have to wait for conversations

I like to compare the social media world to a shopping mall; Facebook is the shops around the edge of the mall where they set out their window display, then have to wait for customers to come inside.

Twitter is the row of stands that sit down the aisles of the mall. The advantage the stands have over the shops is that they are right in the middle of the crowds of shoppers. So they can easily move into the crowds and talk to people to get their attention.

And that’s exactly what you can do on Twitter. You don’t have to wait for people to come and find your page; you can get yourself into the crowd and initiate conversations yourself. Who do you want to tweet with? Just do it.

Veronica Pullen is a social media expert and small business coach. She is the author of the free ebook, Unlock the 3 Best Kept Secrets to Skyrocket your Sales from Twitter.

Five reasons why your business won't survive without social media

July 02, 2013 by Emily Lockey

Five reasons why your business won't survive without social media/like on paper starts{{}}No one anticipated just how popular social networking would be become. Once viewed with trepidation, small businesses wondered whether social media would ever be something they would incorporate into their marketing strategy. Now social networking has changed the way B2B businesses interact with prospective clients and partners and how they market their brand.

Social media has become a necessity for every business because with the right strategy, it has the power to positively impact the bottom line.

1. It’s happening without you.

An obvious marketing technique is to go where your prospective clients are and market to them. Well, everyone is using social media and whether your business is engaging in social media or not, people are using it without you. They may be talking about your business — or they may be talking about your competitors! The fact is that they are talking and you’re not there to interact.

An increasing number of businesses are engaging in social media every day and the only way to reach out to them about your brand is to make your online presence known. You can’t run from social media any longer so you might as well embrace it.

2. Customers want it to be personal.

Engagement is the key to trust, and conversation and social media gives your business a voice. A few years ago all you needed to do was create a product and market it to as many prospective buyers as possible. Now traditional marketing methods are gone because social media has changed the way B2B businesses market themselves. Many businesses are now using Twitter, Facebook and LinkedIn to engage with their audiences and some use it as their sole customer service function. People want to talk and interact with real people.

3. SEO and social media go hand in hand.

Social sharing now also impacts your SEO rankings. If you’re absent from social media, search engines such as Google won’t consider your website as important which makes your website harder to find. It’s important to include social networking in your SEO efforts in order to be a leader on the SEO board.

4. Boosting brand awareness and conversions.

Social media is no longer a trend, it’s a necessity. It’s a tool that fulfils a need — the need to communicate, interact and share. Interacting on social media platforms can significantly increase your brand visibility. While traditional marketing methods could increase your traffic, social media will bring you fans, friends and followers who are interested in your business and offerings. These can be turned into customer engagement and that will lead to increased sales.

5. Valuable feedback & crisis control.

No business can survive without customer and client feedback. Social media is a dialogue where people with similar interests can interact and share things they like and dislike. Consumers don’t limit their online expressions and opinions to those businesses with a Facebook page or a Twitter account. Today, they have their own accounts and blogs for sharing their experiences and opinions about your business. By not engaging in social media, you’re ignoring these discussions and limiting your ability to participate, apologise or defend. Social media is the best way to find out what your customers are saying about your brand.

Now what?

B2B businesses that continue to conduct their marketing and PR the old fashioned way will undoubtedly find it more difficult to compete. Social media isn’t going away. Businesses that want to engage their audiences need to seriously consider their social media marketing strategies for today, tomorrow and the foreseeable future.

So the key message is — don't get left behind. Social media is not just a passing trend, it can be a bonus for any company if the right strategy is implemented. For a B2B social media campaign to work, the campaign needs the same professionalism that businesses bring to every other aspect of their business.

Blog provided by iBAengage, a global social media service company.

How to make social media your friend... and avoid burnout

June 24, 2013 by Luan Wise

How to make social media your friend … and avoid burnout/social media clock{{}}Social media is time consuming, especially if you want to see results. But, as someone who eats, breathes and sleeps social media, I’ve discovered ways to make it a friend in both my professional and personal life, and to avoid burnout.

Define your goals

The key to staying fresh online and avoiding burnout is to establish exactly what you want to achieve from your social media efforts. Do your research to identify which tools your target audience are using, and focus your efforts here, whether that’s LinkedIn and Facebook, or Google+ and Twitter.  

Plan your content in advance

Spend time planning content. Think about what to post and create a calendar to schedule your updates. Identify a range of sources you can tap into at any time. RSS feeds are perfect for checking at a time that suits you, and can help to avoid your email inbox becoming cluttered.

Check the latest news each day, and share appropriate posts by those you like, follow or are connected to.

Schedule your posts

Not only do I plan my content in advance — I schedule posts using timers. Telling new social media users about scheduling feels like sharing a way to cheat, but it’s essential for managing your time, and your online presence.

Quotes, pictures, product descriptions, upcoming event promotion, links to your website and articles about your industry all lend themselves to advance scheduling, leaving you free to focus on the very latest news.

There are a number of tools available to help your scheduling — Hootsuite, TweetDeck and Buffer are popular choices.

Go mobile

Technology is the catalyst behind the popularity of social media and a wide range of free mobile apps let you keep up with the very latest news on your smartphone or tablet, even when you’re on the move.  

Review

Even when you’re happy that social media is working for you, it’s important to regularly review your profiles. Check your connections, pages you like, people you follow, and groups you’re in, and de-clutter to ensure you’re meeting your objectives.

And finally, if, like me, you suffer from FOMO (fear of missing out) sign up to receive a daily email from NutShell Mail, summarising the most recent activity from Twitter, LinkedIn and Facebook. 

Luan Wise is an expert contributor to Marketing Donut and is a freelance marketing consultant.

Just how much is a Facebook Like really worth?

June 20, 2013 by Sarah Orchard

Just how much is a Facebook Like really worth?/hand with social media icons{{}}No matter why you use Facebook — for business or socialising — there’s no doubt that seeing those Likes rack up next to your latest post feels good, doesn’t it? It’s a fabulous endorsement. It means people think you’re funny, incisive, totally in tune with what they’re feeling — in short, a Facebook Like makes us feel good about ourselves.

But is it enough when marketing your business on Facebook?

I’ve recently started working with an ecommerce business. My client has a Facebook business page and is very active in posting new information and gets lots of Likes as a result. The problem is that those Likes just aren’t translating into sales and what’s happening on Facebook is failing to drive traffic to my client’s website or generate increased revenue.

Sadly, this is an experience shared by many small businesses — and, for that matter, much larger brands too. Getting Likes just isn’t enough to positively impact on business growth and actual sales — it’s just the start of the Facebook journey.

The value of Facebook Likes

Research has shown that a mere 1% of fans of brands’ Facebook pages actually engage with those brands. Think about the effort required to Like something on Facebook — you read a post on your news feed, one click of the mouse and you’ve added a Like. It’s minimal; it’s momentary; it’s relatively non-committal.

This does not constitute positive engagement. Even worse, even fewer of that 1% will bother to create content themselves or take the time to revisit specific brands’ business pages.

Why bother having a Facebook business page?

Well, your foray into social media doesn’t have to be consigned to the back of your virtual drawer of ideas that didn’t work. But it does require a little strategic thinking.

Any time I’m asked by a client to use Facebook as part of their marketing strategy, the first question I always ask is: “what do you need to achieve?”. Once I know that, we can then work together to find effective ways in which the objectives can be translated into useful content to engage with my client’s Facebook fans.

Facebook content that converts

We all know that funny pictures, videos and thoughtful or provocative quotes have universal appeal on Facebook. They get people clicking the Like button and they can all be used to some degree.

But as a means of generating sales, this type of content is relatively ineffective. It can be great for awareness and brand building but you need to translate it into sales and often using Facebook to capture an email address through a competition or promotion and then following up with an email campaign can be more effective as a way of moving customers up your sales pipeline or funnel.

Similarly, don’t just push out your sales messages all the time; ask a question of your Facebook fans, invite them to share their opinions, vote on something and start to encourage a dialogue to strengthen the relationship.

Adding value is just as important on social media as anywhere else. Always think about the benefit to your fans when you write a post. Be helpful, offer good advice and give tips. Then, when you are promoting a new product or service, they will be more likely to buy from you.

Sarah Orchard is an expert contributor to Marketing Donut and a consultant at Orchard Marketing Associates.

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