Don’t underestimate the importance of being a participant in the space.

Sure, these sites will sell you banner space and access to their database.  But they also GIVE you access to join the space to make genuine relationships with your potential customers.

Share the passion, not the product.

You must have some passion about what you are trying to market.  Go into those niche spaces and avoid the sales pitch.

Be transparent.

When I say to avoid the sales pitch, I’m not saying be secretive or evasive about who you are and what you represent.  You want them to know who you are, who you represent or work for, and what you do.  Make that information available.  You want people to be able to contact you.  Just don’t make every single interaction about those things.

Are you ready to be where your customers are?

This post isn’t about why it’s important to know how to use social media (even though it is!).  A few years ago we had to pitch the topic to groups and companies and convince them that it was a good idea.  The ones that listened are now leaps and bounds ahead of their competitors.  It’s still early in the social media game.  The tools may change, but the concepts will be around for a long time.  I’m just glad I don’t have to spend all of my time convincing.  Now is the time to focus on the teaching.

image via flickr

Social media encompasses all of the great tools we have on hand to share our messages with the masses.  I can sit in my living room and tell thousands of people via twitter whatever I want.  That doesn’t mean I should take advantage of that privilege and spend my social media currency on  broadcasting.  I should spend that time engaging in and creating conversations.  That way, when I have something important to say…people will listen.

I haven’t met a single person that likes to do business with car dealerships in the traditional way.  I think Aaron is on to something and I can’t wait to see this concept go more mainstream.

The car in the photo is a Lincoln MKX and if I had unlimited funds, that’s the car I’d like to be driving.

And I am guilty.

Just this last Friday, I went in to a local Salon & Spa to get my hair jazzed up for summer.  I love my hair dresser.  She doesn’t talk and I love that.  It gives me almost 2 hours of complete silence to reflect, make to do lists, and catch up on email.  It’s complete bliss.

It also helps that she’s good at what she does too.  My complete bliss ended as I went to check out.  I had received a timely coupon in the mail from the salon, and my husband knowing that I like to go here, gave me a gift card for Mother’s Day to use on pampering.  And what could be more pampering than 2 hours of silence, and a little head massage?

I was told when I went to check out, I couldn’t use both a coupon and a gift card as a customer couldn’t receive two discounts at the same time.  I asked how a gift card is a discount seeing that someone paid cash for it.  They understood my point, but couldn’t do anything about it.  As I got in my car, the first thing I thought to do was tweet.  Tell my friends how crappy this was.

And then people started responding.

And then I felt a little bad.  I try to be a responsible Twitter user, and use my stream for things that contribute to the world, not take away.  But then the responses kept coming.

And then I realized that this is why I’m in the business I’m in.  {Smart} Companies can now track what other people are saying about them.  Never before could they track what I said on the phone to my best girlfriends.  The question is, are you tracking what others are saying about you, or your company?  Do you step in before things spiral?

I’m sending the salon an email today in hopes that this was just a training issue and that they same experience will never happen to anyone else.  I will, of course, keep you updated.

Is Foursquare a tool or just another way to be social?  I’ve been earning badges and becoming mayor of all sorts of places (mainly in my neighborhood).  It’s been a lot of fun.  But the main reason I started using Foursquare was to see first hand the marketing potential available.  Let me tell you…there is a lot of potential!

Shops can provide special discounts or freebies to their mayor (I’m looking at you, Sonic!).  Team up with other businesses in town for a Foursquare scavenger hunt.  Encourage users to leave tips about your business or add them to local to-do lists.  Are you catching the vision?

Do I “like” it?

Meh.

I don’t know if I’d click the “Like” button on the new changes but they aren’t the worst change that could have taken place.  In an effort to make the Facebook experience more streamlined, they are using the same wording that we’ve become accustomed to when we like someone’s status.  The major problem is that when we like a status update, we aren’t linking ourselves to that page and committing to receive continuous updates.  Yet, that’s what happens when you “like” a former fan page.

This shouldn’t be any big deal to those that understand how fan pages work.  We get it.  But what about those that don’t?  Are they really going to be more apt to like vs. fan a page just because of the semantics?

Would you “like” the like button?

1. Ask questions.

Obvious, right?  I’m amazed at how so many people fail to do this.  You might feel uncomfortable using your business space online for chit chat.  Just do it..but make it relevant.  For example, we’re running a campaign for a company in the family history field.  In order to increase customer interaction on Facebook we’ve been asking questions like, “What was your first car?” and “What was your very first job?”.  The company is able to build a relationship with their customers and prospective customers while keeping the conversation well within the scope of their business.  Note: Did you notice they aren’t “selling” while asking those questions?

2.  Share Useful Information

Have you ever found an interesting article that you thought your readers/customers would like?  Share it!  Not every piece of content that comes from you needs to be your own (make sure you give appropriate credit when it isn’t).  Conversations can easily be created from sharing.

3. Answer other People’s Questions

Participating in conversations is a great way to broaden your network and make great connections online.  Don’t be afraid to jump into conversations.  This is especially true on Twitter.  Twitter is an excellent arena for this and the more you participate, the more others will participate in your conversations.  Try it!

We want to do business with people we like and that are qualified.  Go out there, be nice, and share your expertise!

2. Be a good friend. Many of these platforms are conversational.  You wouldn’t start a conversation with your latest sale or promotion.  It should flow organically.  Sure, you have an agenda.  We all do.  Just remember that social media is less about “you” and more about how “you” can help “them”.  Not being a jerk falls into this category as well.

3. Share and Collaborate. The tagline for the Social Media Club is “If you get it, share it.”.   The basis of all conversation is sharing so it makes sense that this is a huge part of social media.  Working together is the way great things are accomplished.  I feel like maybe we should start singing Kumbaya.

4. Be True to Yourself. Authenticity is the social media buzzword.  Being yourself is a priority if you want to practice good social media etiquette.  Although, if you’re truly a jerk or a spammer this kind of cancels out all of my other rules.

5.  Ignore All of These Rules. People break these rules all of the time and are still successful on social media.  However, they are mostly exceptions to this rule.  Breaking these rules won’t make you many friends but it may not be the end of the world, either.

What’s my point?

Be you.  Be social.  Don’t sweat the small stuff.

Oh, and don’t let me catch you sending me an automated direct message.

Last night I attended a talk with Charles Hull from Archrival.  Archrival is one of a handful of Facebook preferred developers and they are located here in Lincoln, NE.  There were so many great take aways from his presentation but today I wanted to blog about what he felt the key components are to a successful Facebook application.

1. Convenience

Make it easy and simple to use.  People don’t come on Facebook looking for new applications.  But, if they are there and easy to use, they will work.

2. Utility

Have your app serve a purpose.  The apps that get used and shared are those that enhance the Facebook experience.

3. Entertainment

Make it fun.  Engaging your audience is key and giving them some real entertainment value will keep them coming back for more.

Do your favorite Facebook applications fit somewhere within these three components?