June 7, 2010

Customer Reviews Set Consumer Expectations

Expectations of your business will literally shape the whole consumer experience for your customers.   This is nothing new. In my post, “Social Media – It’s a Moral Imperative” I wrote about how a movie’s marketing campaign painted an unrealistic expectation of being a comedy – and then delivered scenes of horrific violence and very little “humor”.

The same is true of your business.  Marketing sets expectations.  If you deliver on the promises – if expectations are met – then consumers will be satisfied.  Fail to deliver – and consumers will complain.

While this is nothing new – what is new is that we’re living in a world where communication is lightning fast and ridiculously easy thanks to social media.   This creates a world where your consumer’s unmet expectations (realistic or not) can mean an avalanche of negative online reviews .

Setting realistic expectations of your products and services is essential to your business survival.

I’m seeing a worrisome trend – one which is not only being recommended by various “gurus” but also being practiced by business owners who obviously are not aware of the danger involved.

Many businesses – big and small – are engaging in creating their own “reviews” for their business. One popular info product recommends  this course of action – especially if customers aren’t online actively participating in online reviews.  This popular resource recommends that SEO professionals and business owners go out and actively create the reviews they “know their business deserves” by leaving reviews under pseudonyms.

Here’s the hidden danger with this troubling trend.

Let’s say you’re a physician concerned about your online reputation.  You hire someone to  create 5 star reviews for your practice.  Those fictitious reviews are prominently displayed in your local search listing.

Your multiple reviews make your local search listing tops with Google maps and this begins bringing new patients to your office.  These patients are expecting 5 star service because – after all – that’s what it looks like others have been saying about your medical practice. They’re expecting short waits in the waiting room, they’re expecting considerate, competent staff – they’re expecting the doctor to have a great bedside manner – but when they arrive – that’s not what they get.

Perhaps a “real” review of your office wouldn’t have given your practice five stars on every options.  Perhaps a real patient would have rated your office wait time as “moderate” – but real patients didn’t write those reviews so the new patients who came to your office – expecting a brief stay in the waiting room are now fuming as the minutes tick by and they still haven’t been seen.

Trust me when I tell you…

The online review of the consumer who has been disappointed will be far worse than the authentic review of a dissatisfied consumer.

I’ve observed what seems to be a bit of “social justice” happening on these social media review sites.  It seems that when real consumers encounter exaggerated claims of service and satisfaction – they seem to be motivated to respond.  While my personal evaluation of a particular business may have been a 3 out of five – I’ve seen time and time a glowing 5 star -obviously fictional-  review followed by a scathing 1 star review.  Was the 1 star review accurate?  Probably not – but it seems to frequently be issued in response to an undeserved 5 star review.

The worst part about the glowing – but fictitious  – 5 star review is that it unnecessarily sets unrealistic expectations for your product or service.  While a 3 or even 4 out of 5 star authentic review my not be a huge boost to your ego – it is authentic and not only can it serve as useful consumer feedback but it also sets a more realistic set of expectations for your product or services.  This more realistic set of expectations means higher levels of consumer satisfaction which leads to positive online reviews.

After all – authentic online reviews on only a reflection of what is being said about your business in other areas – not only other online sites but offline as well.

Filed Under: Consumer reviews, Online Reputation Management Tagged With: , , , , ,
May 10, 2010

When a Pest Control Company tries to Exterminate Negative Customer Reviews

Truly Nolen couldn’t kill the bugs in my house – and they can’t kill my negative review of their service either.

Quite a while ago – I created a post where I shared my experience with my pest control company – Truly Nolen.  I was HORRIFIED by the service I received and shared the experience here in, “When the Pest Control Company is your most Annoying Pest.”  It generated a LOT of response at the time.  Even years later, new comment show up on that post quite frequently – and some appear to be clumsy, pathetic attempts at online reputation management by Truly Nolen.

Last week, I got what at first glance, appeared to be a comment from a satisfied customer of Truly Nolen.  They’re rare -so I quickly approved the comment.  After all – I wanted to be fair to the company and by nature – satisfied customers don’t usually go “trolling” to find blog posts of negative reviews and leave comments.  While Truly Nolen’s treated me with contempt and disrespect while I was a customer – they did make things right with me quite promptly after the blog post appeared so in the spirit of fair play – if a satisfied customer had really found the blog post and wanted to add their voice to the conversation – I was more than willing to share it with the world.

Later in the day, I started really reading the comment – instead of “scanning” it.   When I got to this part of the long comment …. “Maybe you should have read it before you agreed to it. Truly N. does have a corporate number that you can call and make a compalint to. Maybe they can do something about the tech issue. Sounds like you might have gotten one that really doesn’t like his job.” I started to wonder… is this comment legit?

Truly N.?  Maybe I should have read the fine print?  I should have called corporate?

Those “clues” set off alarms inside my head.  They kind of fall into the category of:

Maybe I should have worked harder to be a “good” customer…

Hint for business owners reading this post – your customers aren’t going to work harder to make your life easier.

The comment just didn’t ring true… so I unapproved it (easily done) and sent an email to [email protected] to confirm the comment.  (After all – if Stacy really was a satisfied Truly Nolen customer – I wanted to allow her comments to appear on the post.)  The email sent to the email address provided promptly bounced which caused me to take a look at the IP address which was registered as part of the comment.

A search for other comments from that same IP address – found comments made by Truly Nolen staff early on in defense of their company’s practices.

So it appears that one of the RARE comments claiming to be from a  truly satisfied customer of Truly Nolen was simply a shill.

There have been many shill comments made on that blog post since it was posted.  Most I’ve “caught” quite easily.  I will give them this – they are getting smarter. This latest began earnestly – but it didn’t take long to determine that it was a shill.

There’s something about “authentic” comments that is – well – authentic.  Even though the comment above had a typo – a typo still didn’t make it feel “authentic”.

I remember a while back when a blog post from this blog was scraped and posted on another blog.  By the time I got to the post, it already had a few comments.  I was surprised to see those comments.  They were along the lines of “this is a real change in direction for you… good job.”  and “I like the way you’ve changed your writing – keep up the good work.”

I’ve got to admit – I was surprised that readers of that character’s blog could pick up so quickly the “change” in voice.

You’ve got a voice – even when your vocal chords are not engaged.  It comes through in your blog posts – your tweets – even your updates on Face Book.  Recently one of my friends’ FB account got hacked.  She sent out emails warning her FB friends not to respond to her most recent “updates”… because they weren’t coming from her.  The thing is – almost everyone responded with “I knew that didn’t come from you.”  The spam program wasn’t speaking in her “voice” – and because she had spoken frequently on FB – it was easy to see it wasn’t her.

As for the pest control company Truly Nolen trying to exterminate a negative customer review – on the one hand – I give them a big hand.  They’re concerned about their online reputation and are trying to protect it.  However, the MANNER in which they are doing it is sad and clumsy.  Is it really so difficult to find a satisfied customer willing to speak up?

The old saying, “An ounce of prevention is worth a pound of cure” is more true today than ever.  Treat customers with respect – and you don’t HAVE to worry about trying to put out the fire of a blog post after the fact.

Filed Under: Online Reputation Management Tagged With: , , , ,
April 20, 2010

“insert name here” is not a good beginning….

Social media is about authenticity, transparency and making a real connection.   While we have a multitude of ways to connect and interact today, including Twitter, Facebook and LinkedIn – the “original” internet tool for social networking was actually email.  In Social Media is Consumer Controlled Conversations I wrote:

About a decade ago, there was another bright shiny techno-bauble being lauded as the magic marketing technology anyone could use to effortlessly build their business – an online email newsletter.  Just because the hype has moved on doesn’t mean that any of these “past” beauty queens are not still lovely when viewed through the lens of creating marketing magic.  As a matter of fact, none of these technological tools ever officially ended their reign as valuable online marketing tools.   Smart business owners didn’t drop their email newsletter when social media came knocking – they used social media to build their list.

Ah – the email newsletter is still one of the most powerful “social media” tools you can use to build your business.    With that said – an email newsletter that arrives addressed to “insert_name_here” is a shining example of how NOT to run ANY social media marketing campaign.

What makes this even more amusing or sad – depending upon your point of view – is the fact that the email that arrived with that greeting went on to lament how poorly this particular organization’s social networking efforts were performing.

“I wrote a blog post today that expresses my frustration with the recent lack of involvement from our members. I encourage you all to read it as it is very important this message gets across.”

By the way, there was no LINK to the blog post in question within the email – only that we were all supposed to FLOCK to the organization’s blog.

I’m posting my reply here so that perhaps someone can learn from this social media marketer’s mistakes.

Dear Social Media Marketing Wannabe,

It’s sad to see that you are blaming the failure of your half- assed attempts at social media marketing on the members of your organization’s community.

Let’s limit this conversation to the most recent email sent by your organization. I have to tell you that “insert name here” is a terrible way to start a conversation – and that’s what social media is all about – conversation!

I can’t say I was surprised that the email message whichwas addressed to “insert name here” contained a message of frustration because of a lack of involvement from your organization’s community.

Community is more than subscriber numbers – whether it’s email newsletter subscriber numbers, RSS subscriber numbers or the number of Twitter followers you have.

Community means connectivity and conversation.   I know I speak on behalf of other members of the oranization when I say that we’re a busy group.  We need to be reminded that we’re part of your community.  While email communication via a newsletter is by nature one way – it can be a very effective way to remind us of the conversation going on over at the blog.  That’s why email newsletters and blogs go together like peanut butter and jelly – they compliment each other perfectly.

The salutation in this  email tells me everything I need to know about how you view  the members of your “community.”  We are obviously sheep to be herded, shorn and eventually slaughtered.  You’re obviously disappointed that we haven’t been “fruitful and multiplied” – doing the heavy lifting of marketing the organization without so much as an acknowledgment of our first name.

The problem lies in the fact that marketing is not a mindless task – and we’re not mindless sheep.   We’re people.  In your organization’s case, I have ignored your repeated attemtpts to “befriend” me via various social networks.  If you were paying attention – this should have been your first clue that your social media strategy wasn’t making a connection.  I have no idea what your “numbers” are like for the various social media sites – but I’m confident that even if they are impressive – that you’re only building the ILLUSION of community.

Your lack of ability accept responsibility for your obvious social media marketing mistakes is a sign that this blog post will be here long after your organization has closed it’s doors.  I won’t name your organization because I don”t want this blog post to serve as a lightning rod of discontent for your organization.

There’s no way I’d encourage anyone to join your organization.  I wish I hadn’t.

In the end, I’m sure you will blame your “stupid, inept, uninvolved” members for your organization’s eventual demise.   I’ll happily accept full blame.  It is my fault. You entrusted me to market your organization for you and I refused to do so.  I refused to put my reputation on the line for you and I can see my fears were well justified.

Sincerely,

Not just a mindless sheep or a faceless number

Filed Under: Social Media Marketing Tagged With: , ,
January 11, 2010

Social Media Mistake #3: Forgetting what it is…

social media marketing

Probably the most common social media mistake made by both business owners and individuals is not having a clear understanding of what social media is.  When you forget (or don’t know) what social media is  – that is the time when the biggest mistakes are made.  So what is social media –

Social media is conversation!

True – it’s a unique – technology aided means of communication – but when you strip away the shiny metal surface – social media is simply communication between people who are not face to face with each other.

Because it is conversation – the typical rules of making polite conversation apply.  With the way some people treat social media – I wonder how many dinner party invitations they receive – because their manners online are atrocious.

Of course, those with the worst manners are those who are trying to “game” the system.  These boorish oafs are akin to the person who shows up at the party and starts barging in on conversations, telling anyone who will listen about this GREAT MLM opportunity.  The only reason this type of person ACCEPTS a party invitation is to build his or her “down line.”  There is no room for relationships – only rubes.

The real “problem” most businesses have with social media is that their previous relationships with their customers were strictly one way.  The company spoke via television ads, radio ads, newspaper ads, etc.  The customer responded by whipping out his/her credit card and making a purchase.  There is little opportunity for feedback in that kind of “relationship” – and quite honestly it – it made it MUCH easier on the business when the communication was strictly one way.

Instead of dealing with REAL customer feedback – the business could simply speculate on what consumers thought.  They could sit in meeting rooms – drinking coffee and pouring over spread sheets and try to interpret the WHY behind their consumers behavior. In the days BEFORE social media – the only other way to gain this valuable data was to resort to focus groups.  Focus groups are where people are brought into an artificial setting and asked about their opinions.   It’s phony – it’s forced – but a decade ago it was the best way to figure out what was going on inside a consumer’s mind.

That was then – and this is now.

Now we have a more “advanced” tool for gaining access to what’s going on inside consumer’s minds.  However, there are those who will try to tell you that [insert social media tool here] is the short- cut to marketing success.  Just set up a Facebook Fan Page – or a blog – or begin Tweeting – and you’ll be amazed as you watch your business revenues skyrocket with throngs of customers hungry for your product or service.

Don’t get me wrong – that certainly CAN happen.  There’s nothing better than working with a client who has a clear vision of their customer’s GDP (Goals, Desires, Problems) who wants to get involved in social media marketing.   On the flip side – there’s nothing worse than trying to work with someone whose social media marketing goal is revenue without relationships.

There are many ways to communicate with your customers and potential customers.  The biggest difference between social media marketing and “traditional” marketing methods is that the prospective customers can – and WILL – let you know what they think.

Come to think of it – consumers are doing the same thing via social media when it comes to traditional marketing methods such as television advertising as well. So when you think about it – there really is no escaping the fact that social media will be shaping your business whether you like it or not.  You can make the biggest mistake of all which is ignoring social media – or you can try to manipulate social media when you don’t like what your customers are saying – but in the end, remember that social media is merely communication aided and abetted by technology – and nothing more.

Any “magic” you find in using social media for marketing is definitely provided by YOU!

Filed Under: Social Media Marketing Tagged With: , ,
December 21, 2009

Social Media Mistake #1: Ignore it

social-media-marketingOne of the most toxic social media mistakes a business owner can make is to adopt a “ignore it and hope it goes away” type of attitude.

This head in the sand tactic is employed on many levels.  Some business owners want to ignore social media in general – hoping it’s a fad which will quickly fade away. Unfortunately, for some businesses and brands – their first foray into the wild and wonderful world of social media is when they discover a social media shit storm has erupted and their brand is at the epicenter.

It’s important for business owners to recognize that conversations are already happening about your business and your brand.   While it’s infinitely easier to ignore these social media rumblings – ignoring these critical conversations and hoping they’ll go away is the worst thing you as a business owner or brand manager can do.

There’s a reason for the saying, “Ignorance is bliss.”  Except on the web – ignorance is anything BUT bliss.

If you think social media is magic – think again.  Social media is simply people communicating via the web. The web has always been about communication and in the old days, that communication was restricted to those who “spoke” the language.  In the earliest days, that language was HTML.  The big “fuss” began when people who didn’t speak “HTML” could communicate using the web via blogs and eventually other social media sites such asMySpace.com and Facebook.

This free and easy communication cut two ways for businesses.    On the plus side, businesses could easily communicate with not only current customers but prospective customers as well.  Since these conversations were happening on the web – they are digital footprints left in cement rather than sand.   In some ways, these conversations are better for business – because we as business owners can “eavesdrop” on the conversations going on about our brand.

However, on the flip side – there’s a business axiom that proclaims a happy customer will tell 3 people – an unhappy one will tell 16.  This axiom is from the days before social media – and those figures should probably be amplified exponentially to reflect the changes happening thanks to social media.  This means, the conversations that are happening about your business or brand online are more than likely going to be negative.

The biggest reason business owners and brand managers seek out a social media consultant is because they’ve recently discovered the negative conversations going on online about their brand.

Their first request – almost without exception – is to ask for the consultant to remove the negative conversations – to erase them from existence.  As a result, the first conversation most social media consultants have with new clients is to explain that REMOVING these negative conversations is impossible.

That’s the bad news.

The good news is that  it is possible to MOVE the negative conversations off the first pages of search and replace those negative conversations with positive ones.

However, remember – people are much more likely to “bitch and moan” than they are to rant and rave about your business.  That’s why businesses need to be proactive in encouraging and nurturing positive conversations online – because these positive conversations don’t happen “naturally”.

In a freshly tilled garden, weeds always seem to grow faster and easier than the desired plants.  Whether you want your garden to yield beautiful flowers or tasty vegetables and fruit – you can’t simply plant some seeds in freshly tilled soil and hope for the best.

The same is true of social media. If you’re not actively nurturing your social media presence – then chances are the “weeds” are taking over.

Ignorance is  anything but bliss when it comes to social media.  The biggest mistake you can make when it comes to social media is to ignore it.

Filed Under: Social Media Marketing Tagged With: , ,
August 13, 2009

What Michael Jackson can teach business about social media…

social media fansWhile the King of Pop may be dead – there’s no way he’ll be forgotten any time soon.  Thousands of years from now, I can’t help but wonder what future archeologists will think when they discover all of the media coverage the star’s life and death engendered.   I’m certain they’ll think our primitive culture worshiped the mysterious shape shifter as some kind of god.  I’m entirely  not sure they will be incorrect in that assumption.

Michael Jackson had what many businesses desperately want – recognition and a huge fan base not to mention award winning products.

When he was at his best – the Thriller days – everything he touched turned not to solid gold, but to solid platinum.   However, it’s interesting to note that after the release of the first single from Thriller,  industry insiders predicted the album would only be a”minor” success.    Obviously, no one was expecting the incredible success of the album which went on to release 7 of the albums 9 songs as single releases – each achieving top 10 status.

The wildcard was – of course – the masterful way that this musical genius would use a brand new medium – music videos – to create intense demand for what would become the best selling album of all time.

I remember when MTV debuted in 1981…it was within the first few weeks of starting my freshman year of college.  (A brief history lesson – back then – MTV was 100% music programming.  Yeah – really! There wasn’t a single reality show in the line up. Go figure.) No one really knew how this whole music video thing was going to play out in those days – but there was a sense that this whole music video thing was the start of something special.

Michael Jackson is the one who showed the world the potential of music video.

SOCIAL MEDIA LESSON #1: First doesn’t mean SQUAT

MichaelJackson did not invent nor did he create the first music video.   The very first music video aired was the one hit wonder  “Video killed the radio star” by the Boggles.  It played incessantly on MTV in the beginning – not because it was a great song – but because it had a video.  However, being first didn’t make the song or the group successful.

While Michael Jackson didn’t invent music videos – he did recognize the power of the medium.  By the way, Micheal Jackson’s earliest forays into the music video world were not stellar video accomplishments.  Some of his early videos’ production values were just as bad as the rest of the garbage playing on MTV at the time.   Music videos weren’t viewed as serious music marketing in those days – they weren’t even a side dish on the menu let alone  an entree.   Music videos were on par with the free peanuts offered at the bar.

However, Michael had a vision.  He broke new ground by recognizing that music videos didn’t HAVE to be confined to watching the performers play music and sing.  He produced a “mini-movie” for the title track of the album.    The other music videos such as “Beat it” and “Billie Jean” were produced with similar production values.  It was sheer folly at the time – to spend so much time and money on a music video.

Before his success – he was a madman.  After it, he was a genius.

Jackson understood the WHY behind using music videos as a marketing tools.  He understood that music videos provided  a way to make deeper connections with his audience.  Instead of sitting in an audience watching him sing [and dance] on stage – instead he could help his audience “visualize” the story behind the music.

Forget what you read – first doesn’t mean squat. The first social media site was Friendster.   Heard anything about them lately?  Ever?

Exactly.

See what I mean.  Doing it first means nothing.  Doing it RIGHT means everything.

SOCIAL MEDIA LESSON #2: Reach out, Listen and Learn.

Thriller was a tough act to follow – so Michael Jackson turned to one of the few people on earth able to mentor the musical genius- Paul McCartney.   Not only did McCartney collaborate on two hit singles with Jackson – but he shared sage advice which the superstar took to heart.  McCartney shared with Micheal Jackson the key to leveraging his income into true wealth – through owning the rights to other people’s music.   In a bit of an ironic twist, Jackson took this advice to heart and later competed with McCartney when ATV Music – the company which owned the rights to many Beatles songs came up for sale.

Many businesses start out as Micheal Jackson did.  In the early days – Micheal Jackson was eager to learn from those who had successfully navigated the path he wanted to take.  He listened – he learned – he collaborated.

Unfortunately -it was becoming obvious that creating Thriller – with 7 out of 9 songs becoming top ten singles – was a once in a lifetime achievement.  Part of the success of the Thriller album (IMHO)  lay in the then undiscovered marketing power of the music videos.  Once he illuminated the power music videos had to sell records – others quickly jumped on board.

While there were many imitators – Michael Jackson was still the “King of Pop”.  When he was open to collaboration and new ideas – he soared like no one before or since.

SOCIAL MEDIA LESSON #3: It’s easier to get negative attention than positive attention.

Suddenly – Jackson was faced with a difficult reality.  He craved the media attention success had brought – but media attention is fleeting – a sentiment which his sister  Janet expressed when she sang – “What have you done for me lately?”

Thus began the steady decline and inevitable fall of the King of Pop.   The creation of the media frenzy surrounding his previous success had involved dedication and hard work.  Michael Jackson craved the attention but didn’t have the patience to wait for the press to report on his next album release, so he began releasing attention gathering news stories about himself.    This act brought the never-ending intense personal scrutiny which Jackson quickly began to hate.  When he invited the demons in – he had no way of knowing that he’d never be able to get them to leave.

Instead of using the press to his advantage – the tables had turned.  The press was now using Michael to their advantage – to sell papers by featuring the escapades of “Wacko Jacko”.

Jack Hough writes in an article in the August 2009 issue of Smart Money revealed that stocks of companies whose names (and CEO’s)  DID NOT appear in the news perform better than stocks which are “media darlings”.   It appears it’s not just pop superstars who are seduced by the flashbulb flicker of the paparazzi.  However, research is showing that stocks of companies whose management focuses upon running the company instead of performing for the media outperform their counterparts by a significant margin.

Evidence shows that if your goal as a business owner is to gain media attention – then your business will ultimately suffer.  This is probably because it is far easier to get negative press than positive press.

SOCIAL MEDIA LESSON #4: Fans are no replacement for real relationships.

We’ll skip now to the end of the King of Pop’s life for what may be the most disturbing lesson of all.  We now learn that over the past decade – Michael Jackson was becoming increasingly isolated.  People are coming forward – sharing how they tried to steer Jackson from the path of destruction – but Jackson responded by cutting them out of his life.

While his meteoric rise was marked by collaboration and communication, Micheal Jackson began his fall when he began isolating himself.  He had fans – but no REAL relationships.

Real relationships involve an element of pain.  When you write a blog post that is misunderstood – it smarts.   However, it makes you a better blogger.  You learn to communicate better.

This is perhaps the most important lesson a business can learn from Michael Jackson regarding social media.  Micheal Jackson wrapped himself in lies to protect himself from the pain of real relationships.   His obsession with avoiding pain led to his untimely but inevitable death.

SOCIAL MEDIA LESSON #5: Feedback is essential – not optional.

Social media can provide PAINFUL feedback for companies – however that painful feedback can and should be used to make the business better.

When a blogger writes a negative review  about your business – there are two paths you can take:  You can address the problem or blame the blogger.

Building a following of 30,ooo Twitter followers is worthless if you don’t take time to  listen.  Building a blog and then turning off comments because you don’t want to hear what customers are saying is a similar waste of time. The magic in social media are the people behind the screen names.   Real people – real connections.

Trying to manipulate social media into a lead generation marketing tactic is a social media strategy doomed to failure.  Others have tried – [eg. Walmart]- and failed miserably.  Michael Jackson’s manipulation of the tabloids unleashed a torrent which tortured him to the end –  don’t make the same mistake trying to manipulate your social media marketing into doing what it’s not made to do.

Social media is about connections – PERIOD!  Those connections will not always be profitable and they won’t always be pleasant – but they sure as hell beat the alternative.

Filed Under: Social Media Marketing Tagged With: , , ,
August 8, 2009

Social Media’s Magic Ingredient

social media's magic ingredient A client of mine was “grumbling” the other day about social media. She said, “I know I SHOULD be using Facebook and LinkedIn – but I just can’t BRING myself to do it.”

For her – the prospect of social media is “no fun” – even though in real life, she’s a very social person. It seems she hasn’t made the connection yet – that behind the screen icons there are real people.

She’s buying into the notion that social networking is about racking up numbers beside your name. She thinks that in order to use social media “successfully” she needs 30K Twitter followers and 5000 friends on Facebook.

To her, participating in social media is about as appealing as putting on a sequined tube top and a shiny mini skirt – donning hooker heels and heading to the streets to shake her money maker and “sell” her stuff. She hasn’t discovered yet the true secret ingredient of social media:

Social Media’s Magical Ingredient is PEOPLE!

Vered said it BEST in Value of Social Networking:

if you have formed real connections with a handful of people through social networking, you are using this tool correctly. But if you have thousands of followers, who are at best a collection of meaningless faces and broken sentences, and often place an overwhelming demand on your time, you are simply allowing fake networking to seduce you. There’s absolutely no value in that, business or personal.

There are PEOPLE behind each screen name. People with families. People with jobs 0r who need jobs. People with wants. People with needs. People who -by nature – want to be connected and feel connected.

It’s this NEED to be connected that is driving the whole social media frenzy.

However, that fact seems to be getting lost in the hoopla.

It’s positively MIND BLOWING how many different social networking sites there are online today. I was surprised when I saw Brian Chappell’s exceptional work on compiling the 2009 Social Network Analysis Report. There were several “big” social networking sites on the list that I didn’t recognize. One of those sites is Badoo. Acording to Wikipedia,

“Badoo is a multi-lingual, London based, social networking website. It allows users to share photos and videos, create “reportages” of their lives, and promote themselves and their work.”

With 41 MILLION registered users – if Badoo were a country – they’d be the 29th most populated country in the world, following South Africa and coming in ahead of Columbia. It’s kind of a big site to overlook… but I’m not the only US citizen overlooking Badoo. However, residents of Morocco, Egypt, and Saudi Arabia are getting connected socially online thanks to Badoo.

Brian’s post illustrates how the growth of social networking sites are “clustered” geographically…. just like the growth maps for other social networking sites. If you stop to think about it – it makes PERFECT sense. Real life connections are mirrored in these online connections – and real life connections are often based on either DNA or geography. It makes sense that digital connections would follow similar paths.

In, The Myth of Brand Loyalty, Chris Brogan writes of his disappointment with Apple – because they sent him an email marketing piece hyping the latest Macbook – which Chris has recently purchased. OUCH!!! So much for the “illusion” that when you buy a Mac – you’re a part of a “family”. No, you’re a spec on a spreadsheet – not even a decimal point – and don’t you forget it!

When you’re a Mac fan – you connect with other Mac and Apple fans. However, Chris learned that while he may share a bond with other Mac users – he doesn’t have a relationship with Apple. Perhaps he may have a relationship with the employees at a local Apple store… but as for the company named for a piece of fruit – not so much.

Part of participating in social media is connecting with PEOPLE. Connection is what your customers crave!

Despite what you may have been told by the latest guru selling his latest “social media makes your cash register ring” ebook – it’s the whole ability to CONNECT and LISTEN.

I can’t even write the word “listen” without thinking of Liz Strauss over at the Successful Blog… how’s THAT for an example of “branding” and making a “connection?

THAT’S THE KIND OF CONNECTION YOU WANT TO BE MAKING!!!

When people think of “X” – they think of you. You can’t achieve that in a single blog post – and you most certainly can’t achieve that via junk mail.

If there’s nothing else to be learned from Micheal Jackson’s tragic life and death – it’s that fans are no substitute for real relationships and real connections.

Filed Under: Social Media Marketing Tagged With: , , ,
August 5, 2009

When “work” is fun – more “work” gets done.

social-media-marketing-1The Wall Street Journal is launching their own social networking site – placing it in DIRECT competition with the existing business social networking site LinkedIn.

Jason Alba hilights in his post The LinkedIn Killer: Wall Street Journal takes a STAB at it how slow LinkedIn has been to embrace the true “spirit” of social networking sites.

I know from my own personal experience on LinkedIn that there really isn’t much to entice me to visit the site.  The messages from the site are such boring updates as “So and so has updated his/her profile pic.”

I’m sorry -but one of my business associate’s latest hair style isn’t enough to tear me away from my busy day to log into LinkedIn.

However, if the WSJ can master what Facebook has already figured out – then the WSJ Connect will be a true winner.

What has Facebook figured out?  That when work is fun – more work gets done.

In other words, I use Facebook for SOCIAL NETWORKING.  I communicate with others there.  I laugh – I cry – and I’ve gotten more than a few referrals because of my partiicpation there.

But I’ve NEVER gone there to “work”. I’ve never made the mistake my former client made when she trashed her reptuation on Facebook.   I’ve always gone there to “play” and have fun.  It’s just a nice “side benefit” that some work happens there as well.

All work and no play makes LinkedIn a loser of a social networking site in my book.

Actually – I have to take that back.  A LACK OF TECHNOLOGY makes LinkedIn a loser social networking site in my book.

See, I did use LinkedIn for a while.  I did post questions – I did answer questions.  However, I had to be LOGGED IN to see the questions and the answers displayed.

LinkedIn NEVER drew me in with an addictive and fun game like Facebook has.  I’ve never thrown Mardi Gras beads or given 80’s fashions or sent someone a drink there.

Facebook knows what LinkedIn and the Wall Street Journal need to learn – and quickly –

When work is fun – more work gets done.

In the movie “The Shining” – Wendy finds out how much “work” her husband Jack has been putting into writing his novel.

So it appears that all work and no play makes Jack go on a killing spree with an ax.  Fortunately, when it comes to social media sites – all work and no play just leads to a slower and less bloody demise.

Filed Under: Social Media Marketing Tagged With: , , ,
August 4, 2009

When Customer Feedback is like Drinking from the Firehose

phone as social media toolLast night, I was talking on the phone with my best friend from high school.  She refuses to join Facebook – despite the fact that about 1/4 of the members of our graduating class are communing there and despite considerable pressure from friends who still live close by for her to join the social media revolution.

My friend cited an interesting anecdote as a compelling reason for not joining Facebook .  A woman in her social circle was having serious marital problems and was considering divorce.  Despite the fact that this woman had set her Facebook profile to “private” – one of her friends posted a well meaning “wall to wall” communication which effectively broadcast as fact the possibility that this woman would soon be  filing for divorce.  This news quickly  jumped”offline” as church members and co-workers who were friends of Facebook started burning up the telephone lines with this juicy piece of gossip.  This is how my friend found out – via an “old school” social media tool: the telephone.

So my friend’s reasoning for not joining Facebook is simple:  there’s no way for her to control her privacy there because there’s no way to control what other people are saying there.  Even though my friend can control what she says – she can’t control what others say and that is reason enough for her to “sit out” when it comes to joining the social media revolution online.

While my friend can decide to “opt out” of the whole social media game to preserve her online reputation – it’s not an option for business owners.  When you make a sale to a blogger – ready or not, your business must be prepared to enter the wild, wonderful world of social media.

Long ago, you could tell yourself that because customers weren’t calling, they didn’t have any complaints.  However, it’s important to note that your customers have NEVER contacted you first when they were unhappy with your product or service.  They have ALWAYS bitched to their friends and family first.  The first course of action has NEVER been to pick up the phone to call the company.

What’s new now is how easy it is to spread the word via social media.

In the days of picking up the phone to communicate, the tales of customer mistreatment would have to be carried one person at a time – like leaky buckets of water. Today – social media can carry those tales of customer service and deliver them with incredible intensity.

I’m not saying your business has to be perfect to thrive in this new world of social media.  No person – no business – is perfect.  None of us is able to deliver 100% perfection in the world of customer service.

With that said, it takes a LOT to frustrate a customer to the point of  investing the time and expense Dave Carroll did when he created a social media shit storm with the “United Breaks Guitars” music video.  That wasn’t the result of a single “dropped the ball” in the customer service department.. it was the result of consistent and blatant disrespect of the customer.

Fortunately for Dave Carroll – he was creative enough to create a music video.  Two years ago when a woman was frustrated by Comcast’s blatant lack of respect – she went berserk with a hammer in the Comcast offices.  A new meaning emerged for the term “Comcastic“.  Instead of meaning a satisfied cable customer, the word began to take on a new meaning –

“willing to delay or deny services to which customers are entitled.”

Is it any wonder that Comcast no longer USES that term as part of their marketing message?

When these tales strike a collective nerve –  instead of receiving customer feedback one glass of water at a time – a business can be overwhelmed by a flood of customer feedback.  This flood of feedback can be overwhelming –  almost like trying to take a drink from a fire hose.

I’ll illustrate this with a clip from the movie UHF from the twisted mind of Weird Al-

Filed Under: Online Reputation Management Tagged With: , ,
July 31, 2009

It’s Your Reputation at Stake

social media transparency A former client of mine is anxious to get her business off the ground and  has bought into the “hype” surrounding social media.  She doesn’t understand it – but she’s pretty sure that social media is the key to getting her business off the ground.

We worked together for about six months and parted on good terms.  While I’m obsessed about creating a  marketing strategy, where we define where you are now, who your customers are and the marketing messages you send based on those customers’ GDP – she was convinced that there had to be an easier way.

By the way, that “easier” way often takes the form of chasing every shiny new social media tool that comes down the pike.  Instead of evaluating “is this where my customers are?” and more important, “is this somewhere my customers WILL BE?”  it’s easier to say, “Hey – this is new and this is fun.  Let’s do this!”

I wasn’t surprised when I got a friends request recently from her on Facebook.  I accepted and was immediately barraged by an avalanche of marketing messages from her.  It was like the beating of a drum.

BONG!  Buy from me.

BONG!  Sign up for my email newsletter so you can buy from me.

BONG!  Visit my website so you’ll buy from me.

There wasn’t a single update along the lines of “I just finished reading a book I couldn’t put down” from someone who is NOT the author of the book.

There were no personal notes along the lines of  “my kid’s birthday is today.”

There wasn’t a single personal connection point and there wasn’t any indication that a human being was behind the picture or any of the messages.

Just the steady beat of the drum.

BONG! Buy from me. BONG! Buy from me. BONG! Buy from me.

I emailed her and said, “Hey – you’re going to get your Facebook account shut down if you keep that up.”

By the time she returned my email six hours later, it was too late.  Facebook didn’t like her tactics any more than I did.

It was in her return email  that I learned that she had hired an intern to “help” her with her social media marketing.

She actually paid someone to trash her reputation on Facebook.

I have no idea what the going rate is to  pay someone to learn the ins and outs of social media marketing while they get you banned from various social media outlets.   I mean, I get paying someone to GUIDE you – someone who’s “been there, done that” but that obviously was not the case here.

What I don’t is understand is paying someone who obviously has no idea how this whole “social media” scenes works to impersonate you because after all – it’s your reputation on the line.

I quit working outside the home and launched my business 12 years ago because it bothered me that I was paying someone else to raise my children.  Because of that decision, I missed out on such amenities as paid vacations and 401K plans –  but I gained control over how my children were being raised.  I’ll admit – the hardest part was shortly after I began working from home when my oldest son began BEGGING me to send him to the after school care.  When I told him that was for kids whose mommies worked  outside the home- he told me to go get a job.

I assume that my former client thought that hiring someone to do her social media for her was along the lines of hiring a nanny.  However, your child knows the difference between Mommy and the nanny.  When you hire someone  to  perform your social media marketing – this person is doing more than acting in your name – they are IMPERSONATING you.

When my client’s marketing barrage appeared in my Facebook stream – it wasn’t the intern’s face that appeared next to those updates – it was my client’s face!

My client said in the email that she has signed up again with a new name and a new email and asked her intern to “slow down”.

As for me, I’ll be ignoring the next friends request I get from her.  Why bother?

First, it’s not HER I’m connecting with – it’s her intern.  Her intern already sent me a friends request and I already accepted that.

Second, now that I know WHY she’s on Facebook – well, I’m not in the market for the services she’s selling.  Why sign up for another barrage?

Social media is a GREAT way to connect with people.  It’s a LOUSY form of direct marketing.   If you want to barrage your potential customers with your marketing message – use direct mail.  Those kind of “in your face” sales hype tactics WORK in direct mail and other forms of direct marketing.  Billy Mays’ sales tactics worked well in direct marketing –   they are AWFUL  when practiced in social media!

Filed Under: Social Media Marketing Tagged With: , ,