Archive for the ‘Social Media’ Category

The new world of social media has caused a tremendous amount of confusion mistrusts and chaos.
The amount of information that is floating around the Internet has been overwhelming to the average individual.
It’s amazing that what used to be 6° of separation as recently as 2007 has now become 4.74° of separation, everyone is connected to everyone else.
Through these connections and the ability of anyone to  voice any opinion, comment or “mind fart”, everyone has  become an influencer.
Unfortunately, as Jack Nicholas so eloquently stated in the film, A Few Good Men – “you can’t handle the truth”. Even more unfortunate, is that we don’t want to know the truth.
People use search engines every day, in fact, there are 2 million searches per minute on Google every day. We search for information, we find information yet we do not properly filter the information we receive. We have become a lazy society when 99% of us refuse to go past the first page in any search engine results. With that said, the ability to control search engine results  gives one the true ability to control the informational flow.

What this means is simple; controlling the flow, controls the presentation ,controls the thoughts, and therefore controls the actions.
If you want to be heard, if you want to be believed, if you want to sell a product, service or even a principal then control your search engine position

Search Marketing is the great equalizer !

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Here I go again with a crazy title. Just indulge for a minute and I will explain.

The crazy “game” of online marketing consists of a lot pieces; free and paid search engines, reputation management, email, banners and social media. Each piece has a player, with names like Google, Bing, Yahoo, Linkedin, Twitter, Yelp and more. In order to play the game, you need “players” and pieces of “equipment”. This is no different than playing the game of baseball with great players Alex Rodriguez, Mariano Rivera and Derek Jeter (obvious Yankee fan – don’t hate). Good players still need equipment like gloves and bats to perform.

In Social media, your “tweet”, “like” or “testimonial” IS the glove or bat. However, does the glove or bat you select to use make you better? The answer is an emphatic NO, because it is about the players.  You must select the correct players, catch them in their “prime”, shape them into a team through practice (trial and error) and play ball.
NO Social media “equipment” alone will bring you sales; they must be used with other players. Address building your online marketing strategy like building a baseball team. You need good pitching (email marketing), solid defense (website), power (paid per click) and consistent hitting (free search). Next provide those players with good equipment like testimonials, “tweets” and “likes” then watch how fast you “win” games.

My point is social media requires a lot of supporting items, practice, patience, and cultivation in order to perform. Its performance can NOT be measured like “click thru rate” on a website. Its function is only to serve as a compliment or piece of equipment to create AWARENESS. Once the awareness comes, the sales will quickly follow.

Wow! Has it really boiled down to this, 140 characters!

There are many that think Twitter, a micro-blogging social media service that is the new “hotness” and answers the question, “What are you doing right now?” can change their business.

The reality is, you can NOT tweet your way to a successful sales target. Potentially it would take thousands of those small messages to influence anyone. THOUSANDS!

There is over 200 Million tweets per day, a zillion characters cluttering cyberspace with mundane comments ranging from things like “what did I just eat”, “where I am going” to even the state of my intestinal condition.  Your business has to compete with that, and the thousands of people just farted and want you to know that.

Past studies have demonstrated that a range of 20-50 tweets per day is effective, with 22 being the “sweet spot”. That number may sound reasonable; however, the studies were conducted when there were less than 100 million tweets per day. So, the playing field has changed to the top of the range. My point is, it’s a fast moving target, Twitter hit 50 million tweets per day in February 2010, less than 18 months ago.

Unfortunately, you have to play the game, you HAVE to tweet. Just understand that your goal should NOT be based on growing sales but on building awareness for your brand. It will be a slow process, but necessary to get exposure and influence your overall online reputation and search marketing goals.

Live long and Tweet!

TTYL