14 Reasons Social Media Marketing Beats Traditional Marketing

Traditional Marketing vs Social Media MarketingHe who refuses to learn deserves extinction. Rabbi Hillel

The conversation with those not engaged in Social Media is often limited to their perceptions… I’ve tried to condense the most common misperceptions through these comparisons.

  1. Traditional Marketing tells us how we should feel about product.
    Social Media Marketing tells others how we really do feel about product.
  2. Traditional Marketing interrupts our leisure time by forcing product messages upon us.
    Social Media Marketing leads us to company pages we can invite into our streams to browse at our leisure.
  3. Traditional Marketing deals with the familiar to spread the word generically.
    Social Media Marketing looks for the unfamiliar to spread the word virally.
  4. Traditional Marketing spreads a message to the masses in hopes of attracting a few loyal followers.
    Social Media Marketing spreads a message to a few loyal followers to attract the masses. 
  5. Traditional Marketing tells consumers what they may want.
    Social Media Marketing gives access to what we do want.
  6. Traditional Marketing messages have no direct accountability.
    Social Media Marketing publicizes accountability through viral messaging.
  7. Traditional Marketing uses long-term strategies developed through a fixed schedule of exposure.
    Social Media Marketing follows direct emotion, passion, and curiosities of the moment.
  8. Traditional Marketing messaging is for short-term profit.
    Social Media Marketing messaging is for long-term connection.
  9. Traditional Marketing asks questions and uses research to determine reaction.
    Social Media Marketing answers questions and uses instinct to create reaction.
  10. Traditional Marketing creates artificial messaging based on external research.
    Social Media Marketing spreads authentic messaging from internal reaction.
  11. Traditional Marketing helps products become successful regardless of quality.
    Social Media Marketing helps quality products get discovered and expose poor products.
  12. Traditional Marketing messaging can be stagnant or ineffective by the time they surface.
    Social Media Marketing messaging is ever evolving and always present.
  13. Traditional Marketing follows a predetermined path on a predetermined schedule.
    Social Media Marketing explores a multitude of highways on an ongoing basis.
  14. Traditional Marketing controls response to product via marketing professionals and accountants.
    Social Media Marketing controls product response via actual consumer word of mouth.

Agree? Disagree?

Don’t Fall for Facebook LIKE Scams

Look what I found in a Non-Profit’s Facebook messages! (see image)

BAD NEWS! This is clearly a scam.Warning Signals of Facebook Scam

3 BIG FLAGS!

  1. BAD GRAMMAR is always a big hint! Leaving out articles like “a” are common for foreigners trying to target Americans. Don’t overlook that as a typo.
  2. “NO ADVANCE PAYMENT REQUIRED” Really? Not only are the fees ridiculously low (lower than Facebook fees), but isn’t it just too STRANGE they DON’T NEED your money up front?
  3. NOTICE they didn’t ask for your email address, they want your EMAIL ID with Facebook. That’s why they don’t need your money up front.

If you give them YOUR EMAIL ID, they could have access to your Facebook account. If you are using ads for your small business or non-profit, you have provided Facebook with a payment method. If you provide access to your Facebook account, you are risking your credit card information to scammers!!!

Bottom line, if it looks too good, too easy, it’s not usually legit.

BE CAREFUL.

(Note: I am on the board of this local non-profit and manage their Facebook Page)

“My Staff Doesn’t DO Social Media” is Killing Your Social Media Potential

But my staff doesn't DO Social Media!

When I discuss how important in-house contribution is for social media marketing with (TOO MANY) small business owners, I hear:

“But, my staff doesn’t DO Social Media.”

First of all, statistics tell us that’s not true.

Not only does your staff own a smartphone, but have likely downloaded at least 2(00) social media apps to talk to friends and family, and play games. And during breaks, lunches, WHEN YOU AREN’T LOOKING, and at quitting time, they are ON social media. 

Oh, sure…, they’ll TELL you they aren’t on social media, but what that translates to is THEY ARE AFRAID you will put them in charge of your business page.

SOLUTION

At their next review, explain that in this age of digital marketing, social media marketing contribution is now a job requirement for all new hires. And for existing employees, reviews will include evaluations of their individual contribution to your social media efforts.

GUILT IS A TERRIBLE MOTIVATOR

Yeah, yeah, I know the guilt seeps in… You tell me you are a lousy example of social media business participation so you figure you can’t ask them to do what you don’t do. Wrong!

  • Since when do you know how to do everything your staff knows how to do?

Their contribution is IMAGES, anecdotes, and testimonials

They won’t use their data, add an app, or use their SmartPhone.

Starting on the most basic level, they will take candid photos of your business in action, customer testimonials, anything that reflects your business success. You should also provide a store notebook to jot down anecdotal material for your social media content.

BUY a digital camera for the store or business, and leave it readily accessible to staff.  They can virtually begin contributing to your social media marketing as soon as you brief them on camera use and care.

  • Yes, you need protocols for what is/isn’t appropriate to photograph and how often.
  • Yes, you need to set up a Dropbox, Google Photos (which is cool because of enhancement features), or other cloud account folder for your photos.
  • Yes, you will be responsible for transferring those images from the camera to your computer via the included USB cable to the Dropbox or whatever folder.
  • Yes, you or your trusty admin whom you have given shared access to your cloud folder will then have to share them to your Social Media page(s).

But, other than that, that’s IT! Any and every person on the staff should be allowed to have some fun with the camera catching some on-the-floor moments which can lead to bigger and better participation. YouTube is your next goal.

Just one candid photo per week can mean a boost to your Social Media stats.

Here’s hoping you aim higher.

Fans are more likely to follow

…if they get the feeling they know you and your business. That’s what the photos provide – an inside look.

Now go buy a darn digital camera.

You can get them for less than $200. Or, spend a little more and it will come with wi-fi for easy transfer. It’s a business deduction – a marketing expense!

Now I hope you are saying to yourself, “Why didn’t I think of all this?”

“What are You Doing?”…Facebook No Longer Cares

Facebook doesn't care what you are up to anymore

We’ve been doing it wrong?

Apparently we didn’t know we were doing Social Media wrong because Facebook has decided we need even more filtering of our news feed.

And all this time we thought Social Media was… hmm, how do you call it? Social???

But according to Facebook’s latest algorithm changes in process… social is supposed to be about what’s popular.

That’s right, the latest changes in Facebook algorithms to bleed out in the near future will pretty much make it close to impossible to hold sincere engagement with others if you want them to actually see your posts.  So Facebook is redefining social to mean fake “engagement based on trending topics” because THEY deem trending topics to be more what EVERYONE wants to see.

“Our goal with News Feed is to show everyone the right content at the right time so they don’t miss the stories that are important to them.”

“One way we show timely content higher up in News Feed is to show people stories about things that are trending as soon as they occur, so you can immediately know what your friends or favorite pages are saying about the stories of the day. “

What this really means is they want to be able to ensure those using ads to promote posts will have better success. Not that there’s anything wrong with that. They do have to make money to support Facebook operations, and those doing ad-spends do deserve results. What bothers me is Facebook’s BS’ing process for the users.

High School all over again

Remember the down side of high school years? If you weren’t wearing the latest fashions, listening to the top 40 radio stations, seeing the right movies and tv shows, liking the right members of the opposite sex, and just plain popular, you were pretty much invisible, right? Well guess what? It’s baa-aaaaccckkk – courtesy of Facebook who for years has been asking Facebook page users “what have you been up to?” and Facebook profiles users “what’s on your mind?” But now, they are saying to us that “Nobody Cares” unless it’s trending!

Come on, Facebook, do your stockholders a favor and be up front about being a business and not just an online social hangout.

Hmmmmmmmm. So how does this new algorithm work now?

Ok, so let’s see now. According to the newest tools that assist in competing with these new algorithms (i.e., robots browsing for fake engagement), you are to:

  • Check what’s trending
  • Somehow attach your messaging to be congruent with a trending topic.
  • And better still, pick a quote meme to hang your tag to.

In other words, completely lose your personal or professional identity and follow the pack.

And your rankings will soar!

Hahahaha. Oh, wait a minute, they are serious?!

Facebook says I was wrong now

Geez, I am so sorry that i have been blogging for years about the necessity of sincerity of engagement to be successful in social media. And I am sorry to have led you astray sharing article upon article and discussions of audience barometers based on sincerity of engagement.

And my seminars on how Social Media is NOT just all about Justin Bieber and pop trending topics? All moot.

Oh, Facebook won’t say it out loud, but if they are creating algorithms to search for posts that discuss primarily trending topics means if you don’t include said topics in your posts, well…you’re screwed. Sorry folks, nobody cares what you are doing anymore, unless you are spending all your time on trending topics.

Looks like you doubting Thomases were right. Facebook is for mindless chatter after all.

Google Plus is looking better every day.

Boomer SMB Owners Tell Me S/He Can’t Do Social Media…

MS-DOS Command line
http://en.wikipedia.org/wiki/MS-DOS

Nothing, and I mean nothing, including social media, is as hard to master as MS-DOS was. . .

Since my business demographic is primarily boomers, I know better. I’m a boomer, too. And I know full well that we boomers had to conquer and endure the pioneering stages of modern technology. Nothing, and I mean nothing, today is as hard to master as MS-DOS was. Gen X, Gen Y and Millennials don’t have a clue what a nightmare it was to work on a black screen with green letters and no graphics, no mouse. They never had to learn commands or have ever seen “A:” , or had to save content on multiple floppy disks, and most never sat in front of a v e r y  s l o w CRT that emitted unhealthy rays!

So, Back to the Boomers

So when these boomers who cut their computer teeth on difficult, dinosaur technology are telling me that social media is just too hard to take the time to learn  – –  sorry, but I’m not biting!

What I think happened to these otherwise savvy entrepreneurs, is when they began their businesses, technology was in an ever-changing mode. Obsolescence was the norm, and many were hesitant to invest in expensive technology that would most likely be outdated before it collected dust. Starting a new business means watching every nickel; technology avoidance and frugality became almost a badge of honor.

Culture Shock

Then, before these entrepreneurs knew what hit them, all of a sudden they were far, far behind others who had the time to keep up. In addition, any technology to be learned had to center around POS and bookkeeping. The learning curve on those was a bit time-consuming for owners, not to mention the time required to train staff. Who had time to jump into the social media craze while trying to run a business?

But now – da-da-DUM – there is no escaping social media for small business marketing. While it, too, experienced its versions of continuous obsolescence, social media has settled in as the most viable and affordable marketing vehicle for SMBs.

What I am finding is the biggest obstacle to success in social media, is that most successful entrepreneurs are classic introverts, even hermits. They live, eat, drink, and breathe their business to the point of no social life, but they like that! So of course they feel awkward trying to enter a SOCIAL medium that expects casual interaction.

So, yes, it is good to hire help, but it is also good to use that help to learn social media. WHY? Because social media is not successful unless the fans get to see what goes on behind the front doors. And if you don’t provide behind the scenes material (content, images, customer testimonials, etc.), then you are simply keeping a social media account alive with memes, quotes, product images – yawn……..

My best social media analogy?

Think of how many times you have driven by a small business and felt a tinge of apprehension about pulling in and checking it out. Why?

Because we don’t like to explore the unknown, especially when it has potential to waste our valuable time or money. Your social media fans are no different. They want some behind the scenes peeks at who you are, what you do, why you sell what you sell, what makes you different, and how will it FEEL to shop or do business with you!

Damn, you don’t have to marry these fans! Just like your customers, people just need to get to know each other! And that’s why social media works for those who do make the effort to put themselves out there for fans! Does that make sense?!

Email Marketing Width and Formatting Issues in Outlook

[This post applies to Constant Contact eMail Templates]

Constant Contact   Emails   Customize Your Campaign.jpegIn a community forum for Constant Contact users, a question about issues regarding the appearance of emails when opened in Microsoft Outlook. Outlook is a strange little animal that taunts and teases you with seemingly arbitrary changes in email appearance of text, blank spaces, and more. Here is the advice I gave and maybe it may help you no matter what email service provider you use.

In a nutshell, you can’t change how Outlook displays your emails, but you can change how you do your email to make it appear more like you want it in Outlook or any other email server.

What you should concern yourself with, first and foremost, is how does your email appear on mobile devices? The numbers are growing exponentially of email recipients using mobile devices (SmartPhones, Tablets, etc.) to open their emails. And, if you use a mobile-friendly template, you will also find many of your Outlook issues will minimize as well.

Image padding can also be an issue in creating blank spaces that didn’t appear on your preview. Rest on your image, click on the gear and choose padding/decrease. You may have to do this several times. Or you could resize the image to push the text where you prefer.

Another quick tip to eliminate blank spaces is to use more blocks. Place an image and text in separate blocks one over the other and you won’t have to worry where the text will land in reference to the image. You can use as many blocks as you wish and the recipient can’t tell the difference.

I guarantee you will begin to have a new perspective on your final outcome when you are vigilant in testing previews on your mobile devices. I can’t stress enough how importance mobile appearance is.

Also, with more and more emails read on mobile, not everyone is displaying their images, so your open rate may decline. Browsers do not register an opened email unless the recipient opts to display images.

I recognize that you cannot switch templates and expect the content to carry over. So in the interest of speed, you can stick to adjusting the padding, creating more blocks to separate content for more control (easy to do by copying the blocks and deleting text from one and image from the other), and checking the results. Tedious, but once you do it, you’ll learn what to avoid in the future.

On the text size issue, that is most likely you trying to change the size without changing the chosen font style. You can make a change stick by choosing “colors and fonts” (see image at top) instead of one of your preset font styles (like main text, title, etc).

It’s a battle no matter what since people use different browsers, have different size monitors,devices, etc… but you can get closer to uniformity with these tips.

Here’s a screenshot of how to find mobile friendly templates. The option does not appear unless you click show more.

Constant Contact   Emails   Template Selection.jpeg