Facebook, LinkedIn, Twitter, Oh My!

If only it were lions and tigers and bears. We know how to handle those.

With so many social media choices for marketing our businesses – where does the taming begin?

Let’s start with a few strategic questions:

1. Who do you need to reach: consumers (B2C) or business people (B2B)?

2. What kind of interaction and information will they find useful and compelling?

3. Are you able to produce regular, engaging connections and expertise?

4. What are your goals and will this type of engagement move you toward them?

#1 Audience
The first question helps you narrow your focus so you’re reaching the right audience. While many businesses now use Facebook pages, I believe it’s only useful for B2C, and only if you build a Facebook network that reflects your audience profile. LinkedIn is the largest social media site for B2B and as its membership has gained critical mass, it’s an effective tool for making connections to grow your business. Twitter can be used for both B2C or B2B. But unless you can build a relevant following and feed it the tasty bits it craves, you’re wasting your time.

#2 Content
This question helps you figure out what to say and how to say it. Social media is largely about sharing your expertise and establishing a good reputation for you and your business. But you can only do this with outstanding content. This requires a plan and flawless execution. Which brings me to the third question…

#3 Capability
Unless you’re ready to post, connect and tweet on a regular basis – which can range from multiple times a day to several times a week – think carefully about the use of these tools. This is particularly true of Facebook and Twitter. If they’re not kept up-to-date with your latest bits of wisdom and wit, then they could do you more harm than good.

#4 Objectives
Every marketing decision should be driven by your business objectives. Social media’s no different. In fact, because it’s so time consuming and steps removed from closing a sale, it’s particularly important that you decide to do only what will move your business forward.

I decided that I would blog and write business articles, all on topics my small business clients and prospective clients would find useful. By doing so, I share advice they can use right away. And if they need to go further, there’s an opportunity for us to work together.

To work the social media network, I publish my articles and blog posts on LinkedIn and other social media sites for small business owners. This puts my expertise out there and draws more to my site, my business and to me.

If it feels like a scary walk through the forest, shoot me a note and I’ll help you find your way.

Build Lasting Relationships – Inc.

Have you ever been in a meeting with a client you just couldn’t see eye-to-eye with and wished they would magically disappear? Been in a heated situation and wanted them to combust? Or worse?

Oh, come on! Yes you have. We all have!

That’s why it was fun for me to think about what it takes to build and sustain relationships with customers, suppliers and partners. It all comes down to the basics of all good relationships: honesty, communication and empathy.

Honesty
As a small business owner, it’s important that people see me as expert in my field. But, when asked questions I don’t know how to answer, I always say so.

I remember an initial meeting with what became one of my best clients. I was meeting with the executive team and was asked about my experience in their industry (of which I had none). I could have tried to spin my response to sound like I knew their industry. Instead, I told them that I had no experience and why that might work to their advantage. I was surprised to see stern, questioning faces turn to friendly nods and smiles. They really appreciated my honesty. And that laid the foundation for a great relationship.

Communication
Good communication is at the heart of all of my relationships. With so much done by email and other messaging (IM, text, social network posts), the margin for miscommunication is huge. I make sure to call and meet in person with customers, suppliers and partners. And when I have something difficult or complex to communicate in writing, I have a trusted colleague read my message and check me for clarity and tone.

I’m in the process of working out a partnership. They asked me to send them a proposal. I did and then didn’t hear anything. I followed up, but still nothing. A month went by without any communication from them. I was feeling disappointed and annoyed at their lack of response. I wrote a message and before sending, ran it by my colleague. He could read my annoyance between the lines and helped me clean it up. The message I sent was simple, straight-forward and friendly. I got an instant and positive reply.

Empathy
Relationships are a kind of negotiation. What’s in this for me? What’s in this for you? I always put myself in the place of the other person/party to make sure we’re both getting what we need from our relationship. New work engagements and contracts illuminate this point. I have to ask myself if I were the other party, would I hire me? If I can’t say “yes,” then I have to make changes. If I can’t stand happily in their shoes, then our relationship will never thrive.

Read more on this at Inc.com.

Stop Doing List – CBS

I recently blogged about sharing your expertise with Help a Reporter Out.

Taking my own advice, I often respond to relevant queries and (not surprisingly) get coverage and links to my site.

Here’s the latest, my resolution to not be a slave to email. Read it. And then go for a nice walk. You can get back to email later.

From CBS Interactive Business Network “To Hell with Resolutions“

Share Your Expertise

Wouldn’t it be great if we could get media coverage and establish ourselves as industry experts, with very little effort?

Well, you can, with Help a Reporter Out (HARO).

HARO is a free, web-based service that brings together journalists and news sources.  News sources are experts, like each of us (because we’re all expert at something, right?)

Despite what we’ve been led to believe, news makers need us. Journalists on deadline are hungry for information. When they need something specific, many of them post a query on HARO.

The NYT, ABC News, the Huffington post and nearly 30,000 media outlets have quoted HARO sources in their stories.

To become a news source, go to www.helpareporter.com and register. It’s free and really easy. Once you’ve done this, you’ll receive email from HARO twice a day with a list of journalists’ queries. The queries are organized by topic like Business & Finance, Lifestyle & Fitness, High Tech, etc.

All you do is scan the queries to see if any apply to you. If they do, read the summary, click the email link and reply directly to the journalist. It’s that easy.

Here are a couple of examples. I sent this query to an outstanding career coach I know:

“…I am looking 
to speak with career, financial and HR experts about whether 
there are certain instances when following your bliss is a bad
 idea.”

And this one to my favorite interior designer and architect for an international design magazine.

“Seeking new projects demonstrating modern, innovative use of
 architecture and interior design, with an emphasis on the
 relationship of colors.”

Every day, I’m presented with PR opportunities for myself, my clients and colleagues. Put your expertise to work. It’s easy and it’s free!