Tag Archive social media marketing

Byadmin

Social Media Management for Professionals Part 3

social-media-marketing-for-professional-services

Q1.      How do you keep a level of consistency in your message and retain engagement on a long-term basis?

A.

  • Be clear about your target audience and ensure your network includes a healthy proportion of those key individuals and organisations.
  • Listen, share, originate, post [repeat].
  • Measure your social engagement on Klout, Kred or Buzzsumo identify what works and repeat that approach and for whatever fails to hit the mark avoid doing it again.
  • Keep up to date with platform developments and regularly run sessions for departments to share successes and lessons.
  • Ensure those charged with posting for your business have the knowledge and capability to maximise commercial opportunities and identify appropriate content to share.

Q2.      How should firms organise accounts on platforms like Twitter – one single one for the business? Regionally? By practice? By service type?

A. No set right or wrong method but try and avoid confusing the audience. Consider those with whom you want to connect and if a distinct account is merited due to personality, service offering, sub brand or language and location go for it. My advice is “keep it simple” quite often firms can have internal conflicts or demands which require separate accounts but consider the content that is being created and the objectives. If goals can be equally met by one account rather that two or three stick to the single offering.

Q3.      Can a firm have too many channels/ platforms?

A. I would advocate experimenting on a small scale and certainly seeking to secure an account name for the firm for protection and readiness for future action but decide within reasonable time-frames if any new channel requires the investment.  Some law firms may consider channels such as Pinterest or Instagram as irrelevant and a waste of time but ignoring their potential without properly evaluating is the real folly.

If an account such as Instagram is able to present a positive reflection of the firm’s brand then ask yourself why you would not want to at least try it.

A large number of professional practices are getting to grips with Twitter, LinkedIn and Facebook and that seems to many to be enough. If you’re limited in your resources identify which is most likely to be a platform that your ideal audience would be attracted to. Then take time to understand and develop a presence within that medium.

Q4.      How do you maintain and protect your firm’s reputation on social media?

A. Great question. No simple answer. You cannot possibly guarantee to protect the reputation but you can ensure that those charged with using the channels on behalf of the firm are appropriately experienced, trained and aware of the consequences of any breaches of your policy. [You do have a social media policy, don’t you?]

As for all other staff they too need to be aware that social media can be a dangerous area to express personal, particularly strident or abusive views. The media channels all too regularly report on examples of dismissals for inappropriate posts. There’s no harm in sharing these examples with your staff as and when they hit the headlines to remind them of their obligations and consequences of breaching the rules.

As we know all too well, social media has its dangers especially in the hands of the opinionated, erratic, drunk, naive, angry or untrained users. Equally it can be a very positive tool to help raise the firm’s profile and effectively engage with those with whom you want to build lasting relationships online and offline.

Take great care in deciding on those charged with managing your online presence and as owners or managers in the firm take an active, ongoing interest in the content that is being broadcast in your name.

Byadmin

The Power of Influence – Knowing Your Social Media Score

Prior to all things going digital and smartphones embedding themselves in our lives, we had a simpler more straightforward life.  In the past your number of friends could be counted in birthday or Christmas cards or the entries in the address book you kept in the draw of the table in the hall, the one your phone sat on, plugged in to the wall.

The number of business relationships were similarly measured in cards that you bothered to retain, small enough to fit in a wallet or a specially designed holder that you could flick through.

 

The Power of Influence - David Laud i2i

 

 

 

 

 

 

 

 

 

As we all know the number of true friends or meaningful commercial contacts you have does not equate to how effective you are in business.  Similarly with social media our effectiveness in this medium is not due to how friendly we are but how much value we offer those we’re connected to.

Due to terms such as “friends” on Facebook many are still confused as to the type of relationships they are developing online but there is a very clear distinction.  To prove the point there’s a physical limit to how many people we, as humans, can maintain valuable inter-personal relationships with. At the risk of getting all anthropological with you, there’s real sound research supporting this view.

The science behind this is a calculation known as Dunbar’s number. It’s the limit to the number of people who we can keep regular social relationships with and the range has been static for thousands of years.  Professor Robin Dunbar has determined that the number of inter-personal relationships we can maintain falls between 100 and 230.  It’s therefore a fallacy to think you can realistically build a network of close contacts that count much more than 200 in total.

For those of us looking to social media for a return on business investment we need to look beyond simply acquiring followers.  The true power of the medium is not how many individuals are following, connecting or friending us but the influence of those in our network relative to our own interests.  It is the members reach and collective power applied across multiple networks that offer the greatest opportunity.

Malcolm Gladwell’s “Tipping Point” makes frequent references to how ideas and products catch on by this use of social group dynamics and the manner in which information transmits throughout a group driven by those who have influence such as connectors and mavens.

As a simple example look at the way in which profile pictures quickly adapt to respond to a topical cause, or event. 26 million Facebook profiles used a rainbow filter in honour of Pride and support of the LGBT community.  But be careful when you see a bandwagon approaching, such profile changes can backfire as David Cameron can testify with his recent photo-shopped poppy.

The challenge is to create receptive networks built on mutual understanding and respect in which you can establish a position as a thought leader, originator, sharer and supporter of fellow members.

Great! You may say, but how do I know if I’m moving in the right direction if I can’t count the number of contacts as a measure?

Social influence measurement tools

The answer is to use a measurement tool.  One of the leaders in this influence measurement field is Klout, launched in 2008 it delivers its services via a website and app that use social media analytics to rank users according to online social influence.  They analyse activity across multiple sites that include Twitter, LinkedIn, Facebook, Instagram and Google+. The “Klout Score”, is represented by a numerical value between 1 and 100.

In preparing this article I spoke to Eddie McGraw Director of Communications at Lithium Technologies, owners of Klout, this is what he had to say on the topic of influence.

Influence can be a somewhat hazy term, but how we define it is the ability to drive action. That’s something we can actually quantify – how much your social activity is able to drive subsequent activity. It’s very important for both people and brands to have some gauge of who is and is not influential, so they can determine who the right people are that they should be engaging with.

 

Also, just as important as overarching influence would be subject matter influence – or what we call Topic Expertise. Kim Kardashian has 31 million followers, but that doesn’t mean people should look to her for advice on whether to invest in Apple or Google. One of the things we’ve just introduced is a way of looking not just at someone’s overall Klout Score, but at their level of expertise on a specific topic. This way you can find subject matter experts on the topics you most care about.

 

As Eddie states it’s not all about the numbers of followers or connections, the key is in establishing your clear area of expertise and thereby your range of influence.  Understanding where you are with regard to influence can help you better understand the effectiveness of your time posting content, improving the return for your efforts.  To put a number on it, the average Klout score is around 40.  To establish where you or your firm sits versus competitors you can search twitter accounts via the Klout website.

 

Increasingly brands and industry experts are becoming aware of the importance of social influence.  Leaving social media content creation to inexperienced, untrained or poorly managed individuals is now seen as far too risky for firms wishing to establish a consistent and respected brand.  In professional services, networks will look for and respond more favourably to a tone of voice combining intellect, empathy and personality with a dash of appropriate humour.  The trend is for owners of the business to start engaging more directly as they have the knowledge and gravitas to attract greater numbers of key target followers for their network.  By way of contrast, posting grammatically poor tweets about minutiae or blatant and repeated promotions, will have your network unfollowing in numbers.

Outsourcing the responsibility of social media posting to an agency, no matter how attractive, is also not advisable, as the risks far outweigh the benefits.  In professional service marketing above many other sectors, your credibility can be very quickly undermined if the voice of your chosen channels lacks authenticity.  Better to invest in qualified support and training for your own team and remain in control.

As a marketer one of my regular requests is to help clients build strong networks and then assist them to deliver fresh, interesting content in a manner that helps improve engagement.  By taking structured consistent steps and increasing the profile and social influence of partners, managing partners and specialists, the firm is better placed to demonstrate their capabilities and attract greater levels of interest.

Whilst I would stress that these tools are not 100% perfect, they do offer an essential insight to establish where your profile stands by way of influence and by regular monitoring keep track of your progress.

Suggested social influence measuring tools –   Klout, Kred/ Sprout Social, Peerindex (Brandwatch)

David Laud

Partner i2i Marketing Management

Byadmin

Bad Connections – Social Media Rules of Engagement

Recently we witnessed the media storm related to an exchange between two “professional” individuals on LinkedIn.  By professional I’m talking about a barrister and a senior solicitor.  No lightweights in the legal world.  An associate tenant barrister working toward a doctorate in Law & Sociology at Cambridge University, supporting her research in the fight against FGM and a strong background of working with vulnerable women in a variety of matters.  The solicitor is the joint chair of International IP Litigation & Head of European Intellectual Property at a global law firm.

Bad Connections

So how could two so well connected individuals find themselves at the centre of a media storm relating to the appropriateness of social media communication?

It’s actually quite simple.

The context is key here.  The male solicitor requested to connect with the female barrister on LinkedIn, a common enough action and no issue as the request was accepted.  What happened next is where their online relationship rapidly unravelled.

The solicitor immediately took the opportunity to message the barrister via the platform thanking her for accepting the connection request but then continuing to comment on the quality of her profile picture.  Prophetically he went as far as to say “probably horrendously politically correct” and used the word “stunning” and that it would “win the prize for the best LinkedIn picture I have ever seen”.

In receipt of such a message you could respond in any number of ways including:

  1. Ignore
  2. Reply privately and thank him for the compliment
  3. Reply privately and suggest he needs to think before sending such a message and disconnect from the sender via LinkedIn.
  4. Reply and also post the message and reply publically via twitter

As you will no doubt be aware or have worked out the barrister took option 4.  It’s actually not terribly surprising given her work and the undoubted shock at receiving this message on a platform such as LinkedIn.

Once posted on twitter the media quickly stepped in, spotting an opportunity to create a heated debate centred on a middle aged lawyer and an inappropriate post on social media.  The act of taking direct action via twitter added fuel to the ire of those defending the solicitor and accusing the barrister of an unnecessary overreaction.  The story appeared over the next few days in print and online in The Guardian, Independent, Daily Mail, Daily Express and reported on BBC radio 4, newsbeat on radio 1 and radio 5 along with many other sources.  In addition there were continual re-tweets and favourites of those for and against the actions of the barrister.

I have no issue with the initial response and in fact I was included in the Independent report with a screen shot of my response on twitter.  The difficulty I have is that the media involvement,  rather than raising a very pertinent issue of how we perceive and value roles  in the workplace and the need to communicate appropriately, simply polarised the argument by using terms such as “Feminazi” and digging up unnecessary archive posts on Facebook.

What happened?  In essence a lawyer made a couple of inappropriate comments in a brief message to a recent contact on LinkedIn.  LinkedIn is not a dating site nor is it a platform for lightweight banter.  It is NOT Facebook or for that matter Twitter.  It is akin to a professional networking environment where those you know and work with connect and exchange information with similar minded individuals.

The context in this conversation was entirely wrong as the lawyer did not have the relationship with the barrister that could in any way explain the comments.  By contrast “Friends” on Facebook can frequently participate in lively highly personal exchanges and yes at times they too can be offensive and require intervention.  Users of Facebook understand that there is a level of familiarity with the social interactions on the site. Whilst companies do have their own Facebook pages most users on the platform use it to keep up to date with friends and family and only work colleagues they are particularly familiar with and trust.

With all social media sites there are unwritten rules of engagement, understood by frequent users of the platforms and on occasion those rules are breached either deliberately to cause offence or unwittingly through naivety or lack of experience. This is why it is so important to be aware of the social media rules of engagement.

Apologies have been submitted by the solicitor and his firm.  I would now hope we can move on having learnt something from the incident and not lower the debate into a fight between so called “men haters” and “misogynists”.

How We Use the Main Social Media Sites

LinkedIn – Professional business to business social networking platform, exchanges akin to formal or informal meetings but all within a workplace context.

Facebook – Personal platform for keeping friends and family up to date with your life.  Socially led with focus on activities outside of work, leisure time not concentrating on work.

Twitter – Can be both work focussed and socially focussed but users tend to have either one type of accounts or another.  Great care should be taken in posting both work related content and activities of a more personal nature as it may cause to undermine the professional efforts.  With careful management it is possible to balance both.  In general terms Twitter is less formal than LinkedIn.

 

 

 

Byadmin

Is Marketing Dead?

Headlines of a similar nature have been peppering business news feeds for a couple of years now.  It’s a dramatic supposition. A management function that has breathed its last, passed on, is no more, has ceased to be, expired and gone to meet its maker, stiff and bereft of life, it rests in peace.  Apologies I slipped into a Monty Python moment there.  Just holding with that “Dead Parrot” thought, it does at times feel as though traditional marketing methods and traditional practitioners have been nailed to their perch to give an impression of life where actually none exists.

Marketing Dead

What do I mean when I suggest Marketing may have “shuffled off its mortal coil”? 

Of course as a discipline it’s somewhat absurd to think that it no longer exists or matters but in my view and that of many marketers its traditional construct is no longer relevant in today’s world.

Lecturers and consultants have been surviving on a diet of “P’s” for a very long time to provide a Platform and Purpose to their approach to marketing.  In its day Product, Price, Place and Promotion were a big hit and can still be seen as the core thrust for setting a marketing strategy.  The trouble with a diet of “P’s” is that it can cause wind, and there’s lots of it around.  The classic 4 P’s are just not going to work.

Why?

In today’s socially enabled World building a marketing strategy almost exclusively on a “Push” approach of promoting your product or service, is not going to cut it.

Today when customers wish to engage with a supplier to purchase goods or services they have a variety of sources to choose from before they make a decision:-

Personal social networks, peers and opinion formers or as Malcolm Gladwell refers to them, connectors or mavens in his book Tipping Point.  These are the new, trusted salesforce that businesses need to engage with as their reach and influence can prove invaluable to building brand profile and loyalty. These individuals are actively responding to questions raised within LinkedIn Groups, Facebook forums, Twitter or a picture of the proposed purchase on Snapchat, Pinterest or Instagram seeking feedback from followers.

Search – yes of course internet search remains a key element of the process. Customers will “Google” a term appropriate to their need but typically, for more complex or high value items they will in the first instance consult with their own networks.

Consumers are becoming increasingly tired of TV advertising hence the introduction of “red button” Shazam and interactive ads that seek to offer a greater experience and hopefully generate a community conversation that increases brand profile.

Case Example – Socially Grown Brands

The emergence of Aldi and Lidl as major supermarkets in the UK is largely down to good old “word of mouth”.  Whilst the ads are clever, they are but a supporting act to the real promotional drivers who are converted shoppers demonstrating their prowess in managing the family budget.  The previous snobbery surrounding a visit to a budget supermarket has been superseded by a need to save in recessionary times, an issue that still faces very many households.  Once the stigma is removed newbie shoppers who were prepared to “try it out” became evangelical in their praise for the shop that cut their weekly spend without a loss of quality.

Aldi have neatly tapped into this growing number of customers by introducing social media campaigns encouraging them to share their stories such as #AldiChallenge.  Lidl launched a TV campaign in 2014 that also played on the kudos of knowing something your neighbour doesn’t with #LidlSurprises .

Whatever spend these two supermarkets put into their advertising it is clear that the biggest single factor in their success has been the conversations between friends, families and trusted members of social networks.

The Envero Brand Trust Index 2014 – extract from www.envero.co.uk

 

Envero’s 2014 Brand Trust Index surveyed over 30,000 consumers covering over 2,500 brands in 20+ countries.

 

The Index measures people’s willingness to positively recommend brands (advocate) but also to recommend against them (detract), and the underlying drivers of this recommendation behaviour.

 

Richard Evans, Envero managing partner says:  “Aldi has seen by far the biggest increase in net recommendation, which measures advocates minus detractors, of any brand in the survey since 2010, when it didn’t even make the top 100. Now it’s number 21 and if it continues to increase its advocates at this rate it will soon be in the UK top 10 ahead of any other UK supermarket.”

 

The Future

Whatever we call it and let’s face it marketers love to give things a name, we won’t entirely lose the “Marketing” moniker but we should certainly look at what is being done in its name.

Traditional thinking is dead and any marketer who is not fully conversant with social technologies and considering community engagement strategies might want to think about an alternative career.  The World has changed and it’s not going back, we are living in an exciting and scary time of global connectivity.  You can equally grow or destroy a brand in hours with the right or wrong communication.  This is why it’s important to understand the new media channels and essentially those who use them.

New marketing is a conversation, connection and an interest in communities linked virtually via distinct networks.  CEO’s and business owners should be challenging their marketing departments to show how they are proposing to take the company forward in light of these seismic changes.

As far as I know there isn’t a definitive guide to navigate these new waters – most likely this is due to the pace of change, which has been such it would be out of date by the time it was published.  At such times, like the Wild West, snake oil salesman proliferate with their cure all solutions.  Be it SEO, Social or straightforward customer acquisition there are no simple answers.   When looking to grow your business you should back your instincts and look to trusted resources to achieve the objectives.  Look for recommendations, testimonials, talk to others who have similar issues and don’t make hasty decisions.

Traditional thinking is now akin to driving whilst only ever looking in the rear view mirror.  This “brave new World” is throwing up quite a few twists and turns requiring innovative, entrepreneurial thinking and eyes that are firmly on the road ahead.

Suggested To Do List :-

  1. Challenge the status quo – review current activities, plans their impact/return
  2. Review resources/in-house and outsourced
  3. Conduct thorough evaluation of proposed resources/seek out trusted recommendations
  4. Create a plan to deliver social engagement in target areas
  5. Factor in a mechanism to continually update the plan based upon emerging technologies/ trends
  6. Set realistic parameters for success ie increase profit, Klout score, brand awareness, network size and relevance
  7. Share the plan internally
  8. Measure results regularly and hold resources to account

 

Byadmin

Marketing – Is it really all about the 3 C’s – Content, Content, Content?

Pick up a copy of a business magazine, webinar, SEO whitepaper, workshop agenda or open one of those hundreds of marketing tip e-mails [not all such e-mails are the same of course 🙂 ] and the chances are you’ll not go far before the word “content” is mentioned.

Content Marketing Plan

Content Marketing Plan

If you want your website to be a successful shop window for your company you need it to be well furnished with content, lots of it, all shapes and sizes, colours, creations and categories……or do you?

Call me an old cynic…but when I start to sense a trend forming and a bandwagon being jumped on I have a natural inclination to run in the opposite direction.   Sure SEO is important but what if you produce masses of poor content?  All that will prove is that you’ve created a big website full of “stuff” that nobody is going to read let alone share.  Surely the idea with this facet of marketing is to produce quality, focused material that appeals to those who you have identified as your target audience.   Badly written and presented content will have the adverse effect.  I would argue that even if you did rank higher as a result of your prolific production once anyone clicked on it they would be more inclined to bounce straight out again.  This would only create a negative impression.

Ok back to basics, what is “content”? Does anyone really know or is it just another “buzzword” that sounds good but has little thought behind it.

 

Content varies from the obvious written word, blog, news update, article to more visual and increasingly popular sources such as infographics, webinars and other video based productions such as YouTube, Vimeo, Vine, Snapchat, Instagram, Meerkat and Periscope.

Just for starters WordPress report that there are 42.6 million blog posts per month. Now imagine how that number is going to escalate with the buzzword of the year “content” driving marketing activities.  Add to the written word the growing trend of video posts and you’ve a very busy and somewhat cluttered space in which you’re trying to make a name for yourself.

Typical Examples

A)     You can just see the common scenario developing where a young marketing manager, having read all the latest guides, asks the MD to produce a blog for the company.  The MD is very busy but she knows this buzz of blogging and “thought leadership” is the thing she really should be doing…so she writes one.  It’s not great but it is her first effort.  The marketer doesn’t feel that they can correct the boss so is left with no option but to post it.  No one comments on it, it’s only read by staff internally who universally agree the MD should stick to running the business.

B)      Or what about a situation where no one in the business has the time to write an article or blog so they look around for help.  Now for the purpose of balance I must advise that yes, there are excellent copywriters, journalists, wordsmiths who have both the intelligence and skill to produce high quality “home grown looking” material that is both informative and easy to digest.  Unfortunately given the “content” Goldrush we have no shortage of prospectors panning for nuggets but finding fool’s gold, those who look the real deal, talk a good game but simply don’t understand enough about the business and the best way to communicate with their target audience.  In this example the business spends a large chunk of their annual marketing budget on an agency who simply fails to connect with the client and produces low grade results albeit in large quantities.  The company sacks the agency when the MD asks a few pertinent questions at a board meeting such as “Do they own a dictionary” “Have they met our production team” “Why are the web visits up but the engagement down?” The result, the agency blames the client and the resultant lack of business demonstrates the importance of having a well thought through strategy that involves communications that connect with the target audience.

So what should you be doing?

  1. Know your audience and understand what they want, how they consume information and if indeed an MD blog is the way to grow your business profile.
  2. Google does seek fresh and relevant content so it is an idea to have your website populated with dynamic regularly updated and appropriate material.
  3. Don’t overlook the use of video or slides as content alternatives but ensure they are well scripted, planned and executed and not “handmade”.
  4. Don’t follow the competition, find your own voice and methods of communicating that speak of your business, its culture and strong sales points.
  5. Whilst it’s important it’s not all about digital.  Consider the offline use of content such as print, face to face and traditional broadcast mediums.
  6. If you can make use of the writing talent within your business.  It doesn’t need to be perfect but be prepared to offer constructive criticism to ensure that the finished article is as professional as possible.
  7. Provide training – consider bringing in a professional writer/ journalist to deliver a session on writing for a specific audience.
  8. Don’t make it a one hit wonder. Take responsibility for driving the content creation within the business.
  9. If you do outsource vet the suppliers with terrific care. I would strongly counsel against allowing an agency to run social media sites for your company however more complex written material may need external expertise to deliver. Seek out those who are prepared to understand your business and offer true bespoke material rather than a factory production line.
  10. Last but by all means not least, be clear as to your objectives and strategy. Ask the question IS CONTENT CREATION THE CORRECT SOLUTION FOR MY BUSINESS? If so what will work and where are you best employed to deliver optimum returns. If not don’t be badgered by the bandwagon promoters, trust your instincts.

If you would like to discuss any of the issues raised in this blog please contact David Laud via twitter @davidlaud or call 08456 446624

Byadmin

New “Face” lift for Twitter

The dust is starting to settle after the initial rather mixed response to the Face “book” lift applied to twitter accounts.

You get a rather gentle prod by the platform to decide if you really do want to give it a go but I suspect like many the temptation to see what the fuss is about mixed with the nagging fear of being left behind drives users toward the new look layout.

Big Tweets for All

Big Tweets for All

Personally I don’t mind it, I think it’s a natural evolution but it’s also strikingly similar to many other sites and for a great number of twitter fans it’s a step too far.

But what exactly is all the fuss about?

  •  Larger profile photos – Your profile snap is now 400 pixels by 400 pixels it’s the same square ratio as before but you might want to check that the upsizing hasn’t distorted the original image. It could be the ideal opportunity to upload a new profile pic
  • New dimensions for the header image – Like Facebook the main image dominates the screen and fits across the browser.  The image size required is 1500 pixels by 500 pixels.  If you really like your current header image you’ll need to ensure it hasn’t become blurred by the change in dimensions.  Note that alternative screen sizes will cause the image and its layout to appear differently.
  • Top tweets –  Tweets that you’ve generated that created the most interest and engagement will appear larger than other posts. A good way for anyone visiting your twitter stream to see what others find interesting in your updates.
  • Pinning tweets –  Now you can pin a tweet of your choice to the top of your profile page. This is useful if you want to extend the life of an important message given the average lifecycle of a tweet is but 30 seconds.
  • Filtering views –  There’s a useful choice now for you to be able to see tweets of others in isolation or to see the tweet and replies to review a conversation.
  • General layout – The look of twitter on PC and laptop certainly can be likened to that of Facebook, Google+ and Pinterest with far greater emphasis on photo and video linked tweets on top of the increase in profile and header image prominence.

 

Time to Update the Profile Pic?

Time to Update the Profile Pic?

Is it progress?

  • Yes – if you see visual content as king and the future of meaningful social media engagement.
  • No – if you were happy with the platform as it was and enjoyed the simple yet effective construct of the site.

My personal view is that it adds certain useful features, in particular the pinning of tweets to the top of your profile page.  One problem I see with the changes is the proliferation of smartphone and smaller tablets and their use over PC and laptop.  You can now take photos and post so easily from these devices that they are quickly taking the place of the traditional methods used for online interaction.  As it stands the new changes have not migrated fully to mobile device formats but no doubt it’s just a matter of time before they do.

Byadmin

The Power of Personal Branding

Later this year our first born turns 20.  Her generation has been the first to grow up in the “social” World we all now inhabit.  Migrating from MSN messenger a brief flirtation with MySpace before Facebook appeared on the scene.  Now she can count twitter, Instagram, Snapchat, Vine and Tumblr to the portfolio of sites that enable her to connect and share with friends.

The Power of Personal Branding by David Laud

The Power of Personal Branding by David Laud

In the early days it wasn’t quite as all-consuming as it is now.  Accessibility was limited to time on Dad’s laptop or PC but as we all know now smartphone and tablet proliferation provides instant easy access.

 

As a parent we will naturally be protective over the sites visited and posts read and made by our children but it’s not always easy to build and maintain trust whilst coming across as an Orwellian control freak.

 

Parenting is one thing but what of ourselves?  Are we immune from the attractions of social media and the desire to connect and build our own virtual networks?  For some the thought of sharing aspects of their lives on any potentially public platform is just too scary or ridiculous to consider.  For others it opens a whole new world of opportunity.

 

Successful social media entrepreneurs have created impressive personal brands that can equal that of a large business.  Commentators and influencers are now being actively sought out by the traditional brands to aid them in their quest to understand and grow their own sphere of influence online.

 

What about you?  Do you see yourself as falling into the “personal brand” category?  From my perspective anyone who is prepared to put themselves out there with a unique and homespun message that

shares even a small part of their lives has created a brand.  The difficulty with such a notion is that people see a brand as belonging to something far greater than an individual, its Nike, Coke, Apple, Dyson, Virgin…. But just consider the celebrity brand.  Stephen Fry, Lady Gaga, Justin Bieber, One Direction, Jeremy Clarkson; there are hundreds of examples.  One of the most stunning examples of an individual harnessing the power of social media is that of Barack Obama and yes he had a team behind him but the principle of Obama the brand, his message and reach through social media is a lesson we can all draw upon.

 

If using social media for personal or business purposes or in my case a schizophrenic combination of both you really should take time to think about how your persona is presented.  I often see accounts on twitter where individuals are obliged by their employers to state that the tweets produced are their own and not associated with the business they’re fronting.  I understand why these statements are made but I do fear they undermine any efforts to positively promote that business, it gives an impression that they are free to talk behind the businesses back rather than be trusted to offer opinion and general comment on the world around them.  If you’re worried about what someone might say in the name of your business or by any loose association, don’t give them the keys to the account!

 

Back to the personal brand idea – what should you be doing to make the most of your social media presence?

10 Tips for Personal Branding with Social Media

  1. Think about why you’re investing time in social media sites
  2. Be careful not to imitate others, be original and find your own voice.
  3. Draw up a short list of simple objectives, what do you want from all this time you’re investing?
  4. Consider setting yourself some basic “house rules” for social media use such as:
    • No swearing
    • Respect others
    • Block negative contributions from your network
    • Protect and enhance your reputation
    • Add value to your network
  5. Ask for feedback from others who you trust to give an honest appraisal of your online persona, does it match your own thoughts?
  6. Don’t get hung up on social ranking scores
  7. Focus on the level of genuine interactions
  8. Regularly review where you are against your objectives and don’t be afraid of changing them
  9. Update the profile pic to keep things fresh
  10. Try not to take yourself too seriously

The last on the list could easily be top.  One of the biggest “turn offs” is the overly earnest, terribly persistent and infuriatingly opinionated narcissist.  It’s really not a good look; but given the personality type they’re often so self-obsessed they don’t see what we can.

Being aware of your personal brand is not taking yourself too seriously it’s actually taking responsibility for your current and future reputation.  Most employers and clients now “Google” the names of individuals who they might be working with.  It’s clear that those who have strong, well established and consistent content will put themselves in the frame for future work.

As far as branding goes…it really is getting personal.

David Laud – i2i Business Solutions LLP

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Marketing – It’s a Dirty Word

I still encounter those who see marketing as at best a necessary evil and at worst a practice of smoke and mirrors with no substance.

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This unwarranted prejudice is borne out of a lack of understanding of the core principles of marketing.  Sceptics who poke sticks at marketers often suggest that the acquiring of customers is not difficult.  Winning new business is not connected to marketing activity.  They believe that by producing a quality product or service customers will return and promote to others.  That method of gaining customers can often be effective but the marketing element should already be interwoven with production and customer experience and not simply be seen as a blunt instrument of advertising or PR before or after the fact.  Ironically sceptics often employ marketing techniques, unaware of their natural ability to develop the business.  MD’s don’t always connect their activity to marketing which they see as a separate collection of basic promotional actions.

If you were to survey 100 non marketers and ask them for a definition of marketing the chances are over 50% would reference advertising within their response.  The truth is marketing, certainly for me is “The Business of Business” a little more than creating and placing an advert.  To be an effective marketer you must understand all you can about your customers, the financial model that produces the product, where the margins kick in, the mechanisms involved in delivering the product and the experience of customers once purchased.  The entire scope of the company, its infrastructure, inner workings and technical elements must be understood to contextualise a successful approach to develop the brand and thereby grow the business.

All too often when recruiting or appointing a marketing resource business owners go into the process with a narrow pre-determined idea of what the person will add to the mix.  They focus on PR or advertising.  They might also worry about the need for a better online presence rather than consider an opportunity to involve the marketer in helping with business planning and setting a strategy.

Typical Marketing Professionals Skill Set

  • Account Management
  • Administration
  • Advertising
  • Analytical
  • Brand Marketing & Management
  • Business Development
  • Client Relationship/ Customer Care
  • Collaboration
  • Communication
  • Competitive Analysis
  • Content Marketing
  • Contract Negotiation
  • CRM/ Database Management
  • Creative
  • Direct Marketing
  • Displays
  • Event Planning
  • E-mail marketing
  • Financial
  • Interpersonal
  • Leadership
  • List Management
  • Market Analysis & Research
  • Market Strategy
  • Merchandising
  • Mobile Marketing
  • Order Processing
  • Planning & Project Management
  • PPC
  • Presentations
  • Product Research
  • Problem Resolution
  • Product Management
  • Product Promotion
  • Professional
  • Public Relations
  • Purchasing Inventory
  • Quality Control
  • Reporting
  • Sales Tracking
  • SEO
  • Social Media
  • Supplier Management
  • Teaching/ Training
  • Team Player
  • Time Management
  • Troubleshooting

An added challenge for many is the “hobby” marketer boss who believes they can play “the marketing game”.  We all consume so many marketing messages each day it’s not surprising that a boss or client might suggest they have the answer to a new advertising campaign, website or sponsorship deal.  Don’t for one minute think I’m against business owners or bosses getting engaged with the marketing activity.  I’ve spent far too long in my career trying to encourage such interest to fight it; but it can be difficult for junior, less experienced marketers to put a counter view forward when the ultimate decision maker insists on having their way.

Where experienced and effective marketers set themselves apart is in their ability to distinguish “good ideas” from the ego driven project.  They need an ability to swiftly reflect and analyse any newly presented opportunity, establish the potential impact and make recommendations in plain jargon free English.  That particular skill can save organisations a large chunk of their marketing budget.

A very good example of the scale of the challenge for today’s marketer is their need to stay on top of the terabytes of information related to digital marketing.  Without necessarily being an expert the modern marketer must understand the principles of SEO, (search engine optimisation) PPC (pay per click advertising) Social Media, Mobile Technologies, Online Advertising and CRM (Customer Relationship Management).  Interpreting Google Analytics and having the confidence to reject or accept digital agency proposals are also essential attributes of those holding the responsibility for marketing in any organisation.

Yes it’s complicated out there but life is these days.  We can either keep up or give in and outsource management to the wave upon wave of niche agency suppliers promising to deliver success.  Without the confidence borne out of our own knowledge of specific marketing processes we’re left with fingers crossed just hoping that the agency knows what they’re doing with their sizeable budget.  Personally I don’t see it as an option.  We owe it to ourselves, clients and employers to provide the very best level of expertise and professionalism and demonstrate that more than ever we have the knowledge and the spark to drive businesses forward.

Far from being a dirty word marketing is the discipline that business owners need to embrace wholeheartedly.  They need to seek out the very best qualified practitioners to work with, provide resource and trust them to deliver.  David Laud – FCIM Chartered Marketer, consultant.

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Think You’re a Thought Leader? Test that belief with 12 tips to thought leadership

“Thought Leadership” now there’s a two word phrase that has emerged through the social channels in the past couple of years. As with any trendy term the bandwagon soon becomes full and chased by those who think they know the answers but often started after the opportunity well before they’d studied the direction in which they should be travelling.

Thought Leader

Thought Leader

Personally I’m not a fan of such glib phrases mostly because of their all too often over use in the hands of those who think using it will magically propel them into the top echelons of that particular sphere.

Before my cynicism takes hold I would like to make a few positive observations about the concept of thought leadership and how it can be a powerful force for good, in the appropriate hands at the right time and with considered execution.

Let’s start by reflecting on what makes a thought leader. It’s not necessarily a business owner nor entrepreneur but someone who has a depth of knowledge and clearly articulated view on a specific topic. The best thought leaders have a passion for their chosen subject of interest and that enthusiasm carries through in the variety of channels they chose to convey their message.

What it’s not – it’s not a sales platform to funnel in a pitch for a particular product, service or concept that offers immediate financial return for the communicator. That is out and out selling and will be spotted from some distance by your audience of network members.

What it should be – open, honest and thought provoking communication that adds to the knowledge and understanding of your target audience. Of course there will be an unspoken understanding within your network that behind this altruistic sharing of intelligent analysis and opinion lies a commercial objective.

How do you capitalise by giving your best ideas away for free? – No one is suggesting that all of your best thinking needs to be shared openly however it’s a very cluttered and noisy world and the challenge is in how you may find a voice for yourself, colleagues and your business by positioning them as leaders in a particular field. The danger of holding back on a particular subject may leave a door open for a competitor to establish their viewpoint and be perceived as the new “go to” source of information.

Do you need to be an expert in all areas? – Of course you’re setting yourself up for a fall if you’re a self-proclaimed “Guru” and for me that’s the biggest turn off. The phrase is “Empty vessels make the most sound” and unfortunately there are no shortage of those. What can be refreshingly appealing to an audience is an industry commentator who admits that they don’t know it all. That openness and honesty builds trust with a network and an affinity that you won’t see from those who are clearly making it up as they go along.

How can this apply to my business? Whichever area you work in – legal, IT, manufacturing, organic farming, charity, education or public sector there are individuals who will be looking for answers, original thinking and leadership. Social networking platforms enable everyone with an internet connection and a suitable device to link to millions of data sources each day. Creating a space for you or your organisation by positioning it as a lead in the chosen specialist area will add value to the brand and over time ideally lead to an increase in the volume and quality of enquiries.

Is it all about the broadcast? What you say is of course very important but what you do is equally telling. If you receive a re-tweet or a G+ or comment it should always be offered the courtesy of a response. If you see someone else posting very good content, useful links or other material supportive of your sector don’t resist the opportunity to praise the contributor, even if it may be a competitor – it’s about positioning and taking a “big picture” view rather than scrapping things out in the trenches.

What should the message be? True thought leadership is sharp in focus and unique in its perspective. Not borrowed or paraphrased from others. It should follow a consistent line. If customer service in retail is your particular line of interest the messages conveyed need to retain a common theme leaving the audience in no doubt of your view and suggested course of action. That message should deliver insight and information that leaves the reader or viewer feeling that they have gained from the experience. Investing time in absorbing data online is very popular but won’t pay off for you if the content falls short or leaves the reader frustrated.

Who should you be directing your message to? This might sound obvious but it’s surprising how many, who are active on social networking sites, persist with an obsession with the numbers. How many you have in a network will play a minor role in your success especially if the network is largely made up of competitors, friends or random individuals who will add no value to your business. The audience needs to gain real value from the knowledge imparted and for an opportunity to impress and create impact an in depth understanding is essential. A detailed awareness of your network, their jobs, problems, aspirations and interests will help shape the message and provide a tailored communication that has far greater prospect of engagement.

Developing as a thought leader. Sitting back and expecting inspiration to flow will work in the short term, if you’re lucky, but not in the longer term. As with any other industry expert you can’t afford to sit still and ignore the developments that are happening all around you. Actively seek out available information from those who are influential and recognised sources, subscribe to trade press e-mail alerts, twitter accounts, join sector specific associations, work groups on LinkedIn, attend conferences and build a continually growing bank of information. From this source you can articulate your view and place your own organisation at the centre of that conversation.

What makes a good thought leader? Malcolm Gladwell uses the term Maven in his excellent book Tipping Point (recommended reading) and the (i)Wiki definition really puts it very well.
(i) A maven (also mavin) is a trusted expert in a particular field, who seeks to pass knowledge on to others. The word maven comes from Hebrew, via Yiddish and means one who understands, based on an accumulation of knowledge.
Those whom I would site as leading Mavens or thought leaders of note include, technology futurist and social media strategist Guy Kawasaki @GuyKawasaki, Virgin entrepreneur Richard Branson @RichardBranson, and leading business strategists Rosabeth Kanter @RosabethKanter and Stephen Covey.

How do I start? A suggestion would be to think long and hard about the message you wish to convey, how your business wants to be positioned and who within the organisation could be sufficiently qualified to take the role of a thought leader. You may need to face the reality that you don’t have that particular skill but look to recruit for it. As you’ll fully appreciate it’s not a given that everyone can be a thought leader but if you have a passion for your business, access to strong communication skills and a connected network you can begin to build a presence and see where that journey takes you. Above all have a plan and be consistent.

Each industry or sector will have its own leading lights but that doesn’t preclude you from learning from their approach and finding your own voice and space to communicate.

If you would like further help with the development of a “thought leader” strategy in your organisation or have your own particular view we would be delighted to hear from you.

David Laud – Managing Partner i2i Business Solutions LLP
follow me on twitter @davidlaud

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A Question of Quality, Quantity, Quill-pushers, Quarrels and Quakes

Managing a Law Firm in Uncertain Times

My year has so far been a flurry of activity – clients seeking new initiatives to stave off the competition and the search for a bright torch to show the path through the darkness. The darkness cast over the legal profession impacting on a managing partner’s vision has been caused by a multitude of concerns;

• The regular announcements of new, SRA approved, dynamic alternative business structures (ABS’s).
• The spread of ineffectual but tempting branded “legal networks” seeing an opportunity to build a business on the fear of failure and their belief of strength in numbers.
• Government changes to Legal Aid removing such client support for key practice areas including Family.
• Further legislative changes to reduce Personal Injury fees via the Jackson Reforms.
• Changes to employment legislation and general job loss fears reducing the number of employment law matters.
• The property and construction markets flatlining.
• The Ministry of Justice removing claims referral companies as a source of new Personal Injury work.
• The regulatory body for firms in England & Wales – the Solicitors Regulatory Authority and their insistence on adding layers of bureaucracy through two new compliance officer roles.

And of course the ever present need to find enough fee income to pay for Practising Certificates and Professional Indemnity Insurance.

Add to this the pressure to invest in technology, talent and training and you have a series of seismic events that for many are leading to nasty rumbles if not catastrophic quakes within partnerships throughout the UK.

On the upside there are significant opportunities for law firms across most areas of the practice spectrum. Those opportunities are not in the same shape, colour and size as before. Clients are far more comfortable and capable accessing information online before deciding on contacting a lawyer. Clients now come pre-packed with knowledge and a revised expectation of what value your service is to them.

They also select their law firm or lawyer on criteria that has evolved to include recommendations but often accepting them from comments posted on web forums and increasingly social media. Twitter is now far more likely to be used to find an answer that will be acted upon than Google as responses are provided by a trusted network.

Firms that believe clients will still flood in because of their “long standing reputation”, “location”, “profile of senior partners” will find themselves falling further behind as competition increases. This will be ever more apparent in firms who have failed to implement Customer Relationship Management (CRM) solutions to enable a meaningful ongoing interaction with existing clients.

Well that’s a bright and cheery view. I make no apology; it is the reality of managing a modern law firm in 2013. To be successful, a legal practice like any other business needs to grow through innovation; understanding of customer needs, a clearly articulated vision and quality execution of service.

After 5+ years of recession we can be excused for feeling tired, battered and lacking that vital spark to revitalise the business but now is the time to do it.

If any of the points above are a current concern to your business and you would like to discuss please email in confidence to david.laud@i2isolutions.co.uk or call 08456 446624 to arrange an initial meeting.

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Read All About It! – The Effective Way to Keep in Touch With Your Customers

We all know it’s logical to keep in regular contact with our customers; it’s so much easier to cross sell services and products to an existing customer than generate a new one and sell to them, but how many of us actually do it effectively?

There’s an argument to support “less is more” with customer communication certainly when the reaction to direct mail, e-mail, texts or tweets can generate more negative than positive feedback when poorly executed.

Recent examples of this poor execution – the bombardment of literature from supermarkets to purchase their credit card, one reason not to use their loyalty card. Another, the apparent lack of geographic understanding from a major motor brand who are trying to connect me to their showroom over 200 miles away when they have an outlet in my town. An example of competing branches of the same business. That’s postal junk but worse than that these days is the over abundance of junk e-mail. Bad enough when spammers pepper your in-box with unwanted, unfocussed annoyances but it’s somehow ten times worse when a company you have a connection with abuse that relationship by overdoing the selling and ignore your unsubscribe requests.

Even if you’ve blocked unsolicited calls to your home companies believe they have the right to call you up at weekends and sell you anything from insurance to charitable donations and don’t act upon your requests for them to stop.

Turning back to the process and our responsibility – our job as marketers is to think about the customer experience, appreciate the multiude of messages they receive each day and not try and battle for airtime, eyeballs or ears in a clumsy manner more likely to turn them off rather than on to our offering.

We do need to work at a communication strategy that resonates with our customers, understands their position and speaks directly to them. This strategy and its implementation will take time, consideration and no little effort on our part but is absolutely worth it.

An oft touted stat says that it costs six times more to win a new customer than to sell on to a past or existing customer. That may have some truth, specifics will depend on the sector you’re in but it is an over simplification that can overlook damage that may be done just lumping out messages without a plan.

Certainly the opportunity exists but is dependent on a series of very important factors:

1. For the best possible chance to have a successful customer campaign you need to have in place a carefully thought through communication strategy and plan with specific objectives.
2. A detailed database of customers who’ve granted permission for you to continue to communicate.
3. An ability to create tailored communications to each customer. Nothing worse than a “Dear Sir or Madam” letter, you’re supposed to know them.
4. Systems that track the effectiveness of communications, email, social media post or in person to ensure action can be taken when you receive positive or potentially negative responses.
5. The creation of content which is ideally suited to the needs of the target customer i.e. newsletter sharing tips on entertaining and educating children for families where there are young children or an offer of a discount at your restaurant for those celebrating a special occasion having a note of customers date of birth or anniversary and referring to it in the communication.
6. Keep up to date i.e. systems to capture and improve data on customers to include their social media account details.

Having been successful in acquiring a customer we shouldn’t assume that they will buy everything we have to offer or even come back as a repeat purchaser of the same product or service.

The most important tip is to be original and focussed on the customer. If offering a discount make it meaningful, if giving advice make it relevant to their circumstances.

If you would like to discuss how to create an effective communication strategy for your customers drop me a line at david.laud@i2isolutions.co.uk or Click Here

David Laud – i2i Business Solutions LLP

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How Many Social Media “Experts” Does It Take To Turn On A Lightbulb?

We’re all under pressure for one reason or another. This ever developing technology has not delivered its promise of greater leisure time and standards of living; well not for most of us anyway. Instead we’re expected to task like a multi armed, dextrous ninja; responding to e-mails, calls, texts, skype and of course schedule in good old fashioned face to face interaction.

No surprise then that I’m often met with a more than cynical sneer when its suggested that a business owner take some of that valuable time and engage in or make more resource available to develop their social media presence.

I get it. I truly do understand that the thought of “tweeting” baffles and bewilders, facebook’s not for everyone and Linkedin, whilst appearing more suited to the business professional; is not easy to see how you benefit.

Too many evangelical so called social media “experts” have fallen in love with the various platforms and the ego trip of growing followers, connections and responses and forgotten that for most they’re not seen as essential in the battle to grow their company. There’s an awareness of the staggering demographic statistics but not how they can be used to benefit a business.

Many of my clients are very sharp individuals who’ve typically built successful businesses by meeting the needs of a targeted customer base. They’ve kept a step ahead of the competition, invested in their company and know their business inside out.

They also have no fear in challenging the call to join the social media bandwagon. They didn’t succeed by following a flock but they’re curious enough to ask the direct questions everyone should pose to a new medium.

How does it work? What are the benefits? What are the costs? Who needs to be involved? Where are the opportunities? And my favourite which covers all the aforementioned, Why should we do it?

If practical answers to these key questions are not forthcoming it’s unlikely the business owners will engage, and who would blame them?

Each business is unique and no one solution can possibly “fit all” which is why my advice is qualified by researching the specific sector, understanding the issues and the behaviours of customer groups and industry influencers.

We’ve now experienced over ten years of social media activity, it continues to move very rapidly yet within this timeframe you can find a multitude of examples where companies have positivley engaged with their customers. These examples are quantifiable, real and very often prove to be the “lightbulb moment” for MD’s VP’s CEO’s Directors and Partners especially if it’s a business operating in the same sector if not a direct competitor.

From Insurance and Aflac running an XFactor styled voice talent competition to Airlines and KLM’s “meet and seat” facebook campaign.

Of course it’s not just big businesses that can afford to make the most of social media and most towns, sectors and networks have their own shining examples of “best practice”.

We strongly believe in encouraging ownership and participation “in house” to develop the understanding, not outsourcing social media activity to third parties.

As professional marketers our objective should be to build confidence for our clients and employers through practical planning, suitable resourcing and measurement; all prepared as a specific project helping to make best use of everyone’s time. Social media’s a serious business development tool but we should make sure we factor in time for some fun too.

If you’d like more information or arrange an initial consultation please drop me a line david.laud@i2isolutions.co.uk

David Laud – i2i Business Solutions LLP

David Laud
Partner
i2i Business Solutions LLP

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Real-Time Re-election and Re-tweets

As Barack Obama appeared through the huge curtains at the Chicago Convention Centre his smile said it all, the crowd nevertheless said it for him, over and over again, a little like a re-tweet, “four more years, four more years….”.

With the economy far from recovery and very tough times forecast the US electorate have remained faithful to the Democratic Presidential incumbent.

Obama’s feisty Republican opponent, Mitt Romney had but one task, admit defeat gracefully and in a very public address he did just that.

No doubt the networks will be poring over the multitude of statistical data that such events spew out but for me there is one clear set of statistics that left me in no doubt of the outcome.

The evidence was part of our modern history.

In the Spring of 2011 a political wave started, initially overlooked by those in power. All too soon their underestimate of the strength of this wave became apparent due in no small part to the turbo charge push of social media platforms.

But four years before the Arab Spring, back in early 2007, a relatively unknown senator was running for president against Democratic nominee and household name, Hilary Clinton. But on November 4, 2008, Obama then 47 became the first African American President winning an election against Republican candidate, John McCain.

Mr Obama turned to social media platforms to gather support, raise funds and engage with volunteers the essential foot soldiers of any successful campaign.

Fast forward to the US election of 2012. Presidential wannabe Romney was trying hard to compete on twitter, facebook and Linkedin but unfortunately for the Republicans he was up against an opponent who is a natural social media communicator with a team of dedicated experts supporting his social media broadcasts.

Enough of this blogging rhetoric what about the facts?

On Twitter Mitt Romney has a respectable 1.7 million followers and has made 1,350 tweets. But just compare that to Barack Obama’s 22.7 million followers and 8,000 tweets.

As if those figures weren’t bad enough Michelle Obama has more followers than Mitt at a very healthy 2.2 million.

On Facebook Mitt has worked hard to match Barack but even his 12.1 million page likes pale compared to the re-elected presidents 32.8 million page likes with over 3.5 million actively talking about the content.

Google Plus – smaller numbers, but we’d guess at that. Obama 2.3 million +1’s with Romney less than half at 1 million +1’s.

Of course it’s not all about the numbers but if your message is being broadcast at those levels through these channels you have a major advantage, especially if your demographic fits the profile of the more active social media users.

As if to prove the point Obama’s victory tweet showing his embrace with wife Michelle and the quote “four more years” is now the most re-tweeted tweet of all time, so far RT’d over 650,000 times beating someone called Justin Bieber (you know who he is you just don’t want to admit it – ed) who’d held the record at 223,000.

Whether it proves to be the right decision for America only time will tell but one thing’s for sure, if a politician has any serious ambition they need to understand and harness the true strength of social media.

David Laud – Marketing Consultant
i2i Business Solutions LLP

e-mail me at david.laud@i2isolutions.co.uk follow me on twitter @davidlaud

“like” our Facebook page http://www.facebook.com/i2isolutions

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Like for Like – Facing Up to Facebook

My daughters and in fact now my son, all teenagers, would be more than happy to tell you that I’m no expert on the world’s largest social media platform.

Compared to them and I suspect the vast majority of the teenage user demographic my personal posts would look rather tame, dare I say boring but then I’m not trying to connect to that age group. I do have a few family and friends who fall into the sub 20 category and they politely comment or “like” the odd post as I in turn return the compliment.

All very civilised, and that’s how I like my Facebook but I’m acutely aware that many have a very different view of the site and use it for baring their souls or at the very least the pain of their morning hangover. Facebook can also encourage narcissistic behaviour, posed photos craving “likes”, surveys to re-enforce your view of your personality or who of your friends think you’re the best looking…”Pleeeaasse!!!” save me from this.

Back to the matter in hand my challenge as a marketer is to try and understand all communication mediums and see how they best apply and work for not only my own personal use but in a business context too. Facebook presents the biggest challenge for many businesses.

Sure, Lee Cooper, Amex, Red Bull and many others have very slick Facebook pages and are making the medium work by adding multi layered engagement programmes which include clever competitions and “like” fests. These multi million dollar corporations can and do spend to develop these campaigns but can we learn anything from their efforts, can a Facebook page help your business?

The simple answer is “yes” if the true objective to having such a presence and the audience to whom you wish to connect is clearly understood.

On my personal Facebook page I’m not interested in building a “friend base” of hundreds, (I don’t have that many friends 🙁 ) its purpose is to help me stay connected with close family, friends and an alumni offering a varied and entertaining news feed. For my part I hope to add value to their feeds through my posts…sad as they may be according to the Laud clan.

When it comes to business or personal profiles we should really apply a similar philosophy. You know who you want to engage with, the messages that you want to share and the response you’re hoping to gain.

Despite my earlier negative jibe the Facebook “like” is solid social media currency. By creating an interesting, funny, poignant post that resonates with your network you can build a bank of “likes” and even better if it stimulates readers to comment back.

Unfortunately this clammer to be “liked” has led to a proliferation of cause related posts. A good friend likened them to a type of “chain letter” which is an excellent analogy given the implication that not liking the particular post meant you were by definition taking the opposing view. So therefore ignoring these posts meant you liked cancer, bullying, mistreating small dogs and generally suggested you change your username to Voldemort. All complete and utter nonsense yet many of us do click “like” on these posts and gain a little sense of community in feeling part of a group taking a stand against a particularly offensive topic.

So no I’m not an expert but then I’ve yet to meet a true expert in any social media platform. They move too quickly to be tied down analysed and given a de facto conclusion on how to use them. We all use Facebook in slightly different ways, there is no single correct way but there are plenty of poor examples.

For business or personal pages my advice is to be clear as to your purpose, keep the audience in mind and be consistent with your message. Don’t be disheartened by the lack of response to a particular post, in offline life there’s many a time friends would groan rather than laugh at my jokes. The key is consistency and believing in yourself. Of course we are all slightly different in a relaxed social setting than we are at work. The same approach should apply.

Facebook isn’t Linkedin but the business page won’t be enhanced by the type of content you’d normally deliver to your friends. An edge of professionalism touched with an element of fun is where I find my Facebook business page personality. I’d like to think that’s not a million miles away from how I am physically at work. Easier to be true to your own personality or culture of the business than to try and reinvent yourself for each social media platform.

By being consistent across platforms you’ll gain respect and understanding from a multitude of networks.

If you’re just starting out with Facebook for your business please feel free to drop me a line or comment and let me know how you’re approaching it. Be great to hear of a variety of ideas.

To find us on Facebook go to http://www.facebook.com/i2isolutions

David Laud – Chartered Marketer FCIM