What comes first? The social networking or the egg?

And by ‘egg,’ I mean ‘blog.’

Beth Harte and Geoff Livingston recently wrote a great article about weeding out the ‘carpetbagger’ social media experts. In their list of 25 things to watch out for, I agreed wholeheartedly with 22 of them - and feel quite strongly about the three I disagree with.

The first point: ‘First recommendation is to blog’ is tackled below - the other two (blog ghostwriting and personal branding) are coming soon.

I can see why it might not always be the right first step for every single person or company. But, I have a hard time swallowing the notion that blogging first might be a misstep for most people - or that its suggestion would make the suggester a ‘carpetbagger.’ I started with my blog and then walked onto the social media scene, and my chosen order was highly beneficial for me, both personally and professionally. Here’s why:

1. Slow, steady, safe pace. My blog gave me a quiet place to watch my ideas develop and be instantly published. At first, no one was even looking, then readers started to show up, then their comments arrived. I had time to find my voice and learn how to respond to people in this medium. If you haven’t noticed, social media happens fast - especially on Twitter - and jumping into the networking madness before I really knew myself online (or how ‘online’ worked) was not the best choice for me.

2. Reason to interact. When you first start reaching out on social networks, sharing your blog content is a great way to introduce yourself (and I don’t mean in a pushy, salesy way) - but it does give you something to say. Having written your posts, you’ve obviously formulated your own opinions on topics that you will now feel confident discussing. Also, as a blogger, you have a healthy dose of appreciation for the other bloggers out there and it’s something you have in common (writing, tech, design, functionality, etc.) to connect about.

3. Portfolio, calling card, resume. Your blog is all of these things - so when people check out your Twitter, LinkedIn, Facebook, (etc.) page or bio, they have a clickable link that immediately provides an in-depth look into who you are and what you do. When I go to someone’s Twitter bio, for example, and there is no site/blog listed, I have virtually nowhere to go - no way to connect, forge a relationship or network. In this scenario, there is only a small amount of information available that tells me what this person can do for me and what I can do for them. Personally, when I network, I want all of my talents and skills visible to maximize my connection possibilities.

4. Blogs, by definition, expand our ability to be found online. My blog is part of my social networking world. Before I even set foot onto a social networking site, I had built a community around my blog. Then, my blog and my social networking sites blended, merged and grew together - and they continue to do so. In fact, both my blog and my social networks feed each other via organic searches, as well as word of mouth. (people find my blog and then come to follow me on Twitter and vice versa).

A blog is a brilliant way to establish an online presence by letting the world know all about you and your thoughts on everything connected to your industry and area of expertise.

5. Blog as listening tool. I don’t care what your business is - you have to listen to clients, customers, colleagues, peers, the world to succeed. Otherwise you won’t know what they want, why they want it or how you can give it to them. Blogs are a great listening tool because you can ask questions, listen to comments and watch your stat diagnostics (what people are searching for and reading). Of course, social media is a great listening tool as well (would never suggest otherwise).

6. Freedom and ownership. With so many rules and guidelines, blogs allow you to publish, to own, to think your thoughts and explore without being at the whim of a publisher. Your own real estate is always a great place to start…didn’t Madonna start off by singing and dancing around the house in her underwear? Certainly not on the world stage.

And, at the end of the day, I love blogs because they allow for so many different opinions - no one has to be right or wrong, but the arguments can and should be heard and discussed.

What did you do first? Blog or social networking?

Do you feel strongly that one or the other should happen first?

This blog is twitterfied

Really? You still aren’t convinced that Twitter is an incredible tool for business growth?

As of today, Twitter sends me 31% of my traffic. 31%. That’s darn near one third.

Yesterday, it was 28%…it’s a growing trend. And it’s in direct correlation to how I use it.

1. The writing. When I tell people about Twitter, I always bring up the movie A River Runs Through It. Do you remember how the narrator, Norman McLean, would bring his father a page of writing, only to have his dad send him back to make it shorter, to do it again? Eventually, he’d whittle that full page down to a scant paragraph: succinct, pure, direct, on message.

This is the opportunity that Twitter affords us. Take it. Have fun with it, use it to become a better writer.

And, proofread. Yes, you’ll be somewhat creative in your spellings and abbreviations - but make those purposeful and clean up any accidentals. Read your tweets out loud - make sure they make sense!

2. Connect, connect, connect. I DM (send a private Direct Message) every single person* that follows me. Yes, this is time consuming - but the purpose of Twitter is to connect. How can I not do that if I don’t look at this new person, find something about them that I can relate to (picture, bio, site, blog, recent tweet content). This first contact, for me, is where the relationship starts…and aren’t first impressions everything?

3. Listen. Stop in and just listen to what people are tweeting. What can you add? How can you help? What can you learn about the world in this moment?

4. Give. Be generous. What do you have to offer to your community? Retweet good tweets. Celebrate your followers’ accomplishments. There IS enough for us all.

5. Be Authenic. Who are you? Show people what makes you, you. And remember: you can please some of the people all of the time, and all of the people some of the time, but you can’t please all of the people, all of the time. So get over it and be you - attract those that will appreciate you (and even some that won’t!). But don’t change yourself for anyone…that will only bite you on the tush later (because it’s lying and that’s what lies do.)

6. Seize every opportunity. Seriously, grab it by the horns. There are opportunities popping up all over Twitter every second. What do you do with them? I explore them. I smell them. I squeeze them. And I pick them when they’re ripe.

*If the person that follows me is clearly a spammer (posting only links to themselves or promising money or sex), I block them which lets Twitter know that they are bad news!

Now, go! Tweet, connect and prosper!

Why you can’t quantify the ROI of Social Media & Blogging

When I’m working with a client to start a blog and/or use social media to grow their business, I’m always asked for the ROI (return on investment) because most people love the security of ‘if you give the Starbuck’s guy $5.00, he’ll give you a small coffee.’

But, using social media & blogging to grow your business doesn’t have a predictable ROI, or at least not one as quantifiable as the coffee example.

Here are some things that are guaranteed through the use of blogging & social media:

• Increased traffic to your website
• Increased rank
• Increased searchability

But guess what? These guarantees come with huge IF’s attached.

You’ll only get increased traffic, rank and searchability on your blog if you:

• Write on a regular basis
• Provide quality content and valuable information
• Link out
• Listen to what your readers or potential readers are looking for
• Read and comment meaningfully on other blogs

You’ll only get increased traffic, rank and searchability to your site with social media if you:

• Participate consistently
• Listen
• Give more than you take
• Are authentic
• Provide quality content and valuable information
• Join in for the conversation and to learn - not just for the sale

But, there’s another huge reason why the ROI is a big IF. You may not know this, but I’m a yoga teacher with over 500 hours in training - I used to teach guest yoga and workshops at Kripalu Center - and it was one of the creative and giving highlights of my life. And, one of the many lessons I learned through my own practice and from my teachers was that no two people will ever experience or do a yoga posture in the same way. In fact, you, yourself, will not do a yoga posture the same way twice - because we are all unique, moment to moment.

Think about that. I’m older hour by hour, I’ve learned new information, I’m tired, I’m excited about something - but I’m never the same, so I can’t experience or do anything in the same way. This applies to blogging & social media and the unquantifiable-ness of ROI because no one will behave the same way from day to day or network to network. The pose, if you will, consistently changes…and so do the results.

So, your performance on your blog and on your social networks depends on you:

• Are your eyes open to networking?
• Do you take opportunities?
• Are you creative when you network?
• Do you experiment? See what works, try new things, recalibrate, re-try?

And, finally, I (literally just) had this question answered by Chris Brogan (social media expert and fantastic blogger) on a livestream podcast. He said there is no ROI for blogging & social media. They are tools, part of a communications and marketing strategy. Your sales closing process determines your ROI.

Very good point. Blogging & Social Media make connections, they get you to the people - you have to close the deal. Though, how you behave in those places directly impacts who you attract and your reputation while setting the foundation for said deal closings.

Like another successful tool, blogging & social media work if you work ‘em. It’s all up to you - and I have all the confidence in the world that you can make it happen.

LinkedIn adds useful applications to the community…finally

For all of you who wonder, and ask me, if LinkedIn is really worth it…they’ve just done something that is tipping the balance heavily to yes.

LinkedIn has added 9 applications to its repertoire (where previously there were none) and Rotor Blog has done a smashing job of describing them. Here’s their rundown:

Amazon’s Reading list - lets you share a list of books that you are reading, follow updates from your connections and possibly get an idea on what you should probably read next

Blog Link - allows you to connect your blog to your LinkedIn profile, hence expanding the reach of your blog and promoting your LinkedIn profile through your blog as well

Huddle - provides you with a private and secure online workspaces which are packed with collaboration and sharing tools that would allow you to work with your connections

My Travel - lets you see where your LinkedIn contacts are travelling next or find out who among your LinkedIn contacts will be in the same place where you will be travelling to

Google Presentation - Honestly, I find this most useful and a great addition to the LinkedIn application facility as it lets you upload .PPT or use Google’s online application to embed presentation on your profile.

WordPress - why wouldn’t be this useful? It’s everybody’s favorite blogging platform right on your LinkedIn profile and lets you sync your WordPress-powered blog with your LinkedIn profile

Company Buzz - gives you the Twitter activity of your company and lets you view tweets, trends and top key words on the Twitter platform.

Box.net - lets you manage your important files online and then share them with your friends and business contacts.

SlidesShare - one of the most used online presentation tool comes right into your LinkedIn profile to allow you to create simple presentations which you can run online

Unlike Facebook, where widgets and apps reproduce like fruit flies, LinkedIn is taking a moderate and selective approach. I think the live blog feeds, the shared workspace and the Company Buzz/Twitter apps are inspired. But, the Amazon Reading List? I’m not feeling it…maybe for authors it’s helpful, but I’m not seeing its value for networking. (Open my eyes if this application speaks to you.)

Go check it out…I’m headed over to my LinkedIn account to hook up my blog…hope to see you there and can’t wait to connect in the LinkedIn venue.

online communities…are they real?

I happen to live in an intentional community on Martha’s Vineyard. Maybe you’ve heard of co-housing? Basically, a group of people decided to build a neighborhood with both shared and private space…and work together to make it tick. There are 16 houses in my community, and we each own our own house and the 1/4 acre surrounding it. We share acres of land, a garden and pond and a huge community, or ‘common’, house - amongst other things, like governance.

There are fun things to do here at Island Co-housing (potlucks, pick-up frisbee games, a swimming pond) and not so much fun things to do (cleaning the common spaces, cutting down trees that the caterpillars killed, paying the assessment fees). There are people that I love and enjoying seeing, and there are people that I love not so much and would rather not see.

When you put a group of people together, you are bound to have differing opinions, lifestyles and choices, conflicting behaviors and more…and we do - but none of them have been detrimental as of yet.

As I engage on a deeper and deeper level in online communities like Facebook, LinkedIn, Twitter, Stumble Upon, Twitter Moms and Mom Bloggers Club, I’ve been asking myself just how my real life community compares with my online community.

The differences are pretty clear:

1. No one online sees me clad in my pj’s chasing after my dogs and toddlers. The real-life community does, often.
2. The online community is corporately created and participants are handed rules and how-to’s. The real-life community has had to create this roadmap by consensus (blood, sweat and tears).
3. Online community is free. The real-life community is not, even close.
4. I can separate myself easily from people I don’t wish to communicate with online by being invisible. Unless I hide in my house, that’s a bit harder to come by in real life (though not impossible).

And, how are they similar?

1. In order to work, both sets of community members need to play by the rules, they need to treat fellow members with respect, they need give and take on at least an equal scale - but things will work best if everyone gives more.
2. The personal is political and the political is personal in both places, these days especially.
3. I have found angels and assholes in both forums.
4. The possibilities for each community are endless and my urge to participate is addictive and passionate.

I could go on and on with these lists, but in the end, there is one point about both of these communities that really seals the deal for me. And it affirmatively answers the title question. My real-life community and my online community both make me feel connected.

…and isn’t that the point?

bridging the web 2.0 gap: when social networking means different things to different people

As you all know, I enjoy me some online social networking. I like my Facebook, my Twitter, my LinkedIn in particular. But, lately, I’m noticing this clash of the generations (or sensibilities, perhaps?).

Basically, people are using these networks for one of three reasons:

1.  business activities

2. personal activities

3. a mixture of the two

But what happens when these groups bump into each other?

Sometimes it’s okay. For instance,  I do love catching up with my high school friends on Facebook, and when I market my business and my blog there, they’re potential clients…it is a network, you know. And at least they all have jobs(ish) and understand that I’m making a living.

But then, my nieces friend me and they’re 13 and they put up ridiculous pictures of me from family gatherings. And my sister-in-law writes ’stuff’ on my wall that I don’t want anyone else to see because she’s 23 and using Facebook in its original configuration - as an online yearbook of sorts for the college set.

None of this is a huge deal - I can delete and manage my page…but I find it fascinating to watch as Facebook grows and builds into something more professional and business networky than it once was. And, I’m enthralled by the friend numbers that the younger folk have - think of the network at their fingertips when they grow up and have something really important to share. Hmmm, guess I shouldn’t delete them as friends, they’re holding some prime real estate…oh, and I love them, they’re family after all.

how to craft your marketing message

Whether you’re creating your website, blog, ads or a print brochure, you have to decide on a message, a personality, an identity for your business or company. And, this will be communicated to your audience via your design and the WORDS you choose. Here are some things to think about as you begin to formulate your message (or reformulate for those of you in a makeover situation) and the feeling you would like to evoke:

1. Writing and Design must be united. Imagine a site where the words sound like they were penned by the Queen, while the design looks like it was composed by Austin Powers. OY. If it’s possible, find a writer and a designer that have a solid relationship and thrive on working together on projects. The words must support the design. The design must support the words.

2. Ask yourself some serious questions. What makes you different from everyone else in your industry? What is your background and how does it influence your work? How do you want people to feel when they see and read your marketing materials? A good copywriter and a good designer will ask you these questions…and many more.

3. What does your audience want? Don’t make it all about you - because it isn’t. Your clients/customers are the most important factor in this equation. Listen to them by reading blogs and/or joining online communities that discuss your company, product, service or industry. People are talking, so find out what they’re saying.

4. Make it personal. People identify with brands that don’t feel like gimmicks. If you haven’t noticed this lately, many companies are putting the personal spin on their brand - either by telling personal stories (Visa), making their CEO’s real people (Dave from Wendy’s), giving their company a relatable, familiar spokesperson (the Verizon guy) or even making their product into a real person (Mac vs. PC ads).

5. Be true, be you. There may be many CPA’s but there is only one you. Show your personality, reveal yourself and you will attract people. You will also repel people, but I think this is a good thing as it filters out those that won’t appreciate you ahead of time.

6. Test it out. The internet has made it possible to test products, messages, etc. online for relatively low costs via ad words, social bookmarking & networking sites and blogs. Use these tools to market effectively.

P.S. I love my Mac.

why we are so important: The Groundswell

One of my favorite bloggers, Ron Miller, who I unabashedly write about from time to time, has written another stunning post that happens to align directly with my current goings-on. His post illustrates one of the things that I love about Web 2.0: you just never know where the day or your interactions will take you. Ron was interviewing Brent Leary, a partner at CRM Essentials, about something completely different, and Brent mentioned that if your vendors aren’t supporting you the way they should be, you can just go to Twitter for help…help from the people, all of us regular Joes and Jolenes.

I just so happen to be reading a fantastic book by the likes of Charlene Li and Josh Bernoff called Groundswell: Winning in a World Tranformed by Social Technologies. It’s a bestseller, a must-read and a must-understand kind of book. And, it speaks to Brent’s comment above precisely.

The ‘groundswell’ is us - you and me, the people who are on social networking sites like Facebook, YouTube and MySpace; the people who use digg, de.licio.us and hugg; people talking on forums, in chatgroups, and on listserves; bloggers; blog readers; websurfers….people on Twitter who are ready to provide guidance.

We are beyond powerful. Through our online communication, our listening, our sharing, our reading, our participation, we have figured out ways to work around big companies. Not only do we not need them so much (are they here for us anyway?), but we can tell them about how to improve their product, services, company. Companies/people can be smacked down by the groundswell, ie. when they try to fight it by trying to get something taken off-line which creates an instant fervor to spread the item far and wide, or they can find incredible success by listening to the groundswell and participating themselves - ultimately by respecting the groundswell, ie. all of us.

I could talk about Groundswell all day long, but I won’t! Go read it…especially if:

• You think this Web 2.0 stuff is going to kill you, meanwhile, you have no idea what it is or even if it’s a good idea.
• You know this Web2.0 stuff is critical for your business, but you have no idea how to do it or you think you know exactly how to do it.
• You are a writer, designer, marketer, etc…and want to serve your clients in the best way possible.

how to become a freelance copywriter: NETWORKING

Networking, word of mouth and relationships have been the greatest marketing tools for my business. While I had to have the skill, know-how, tools, etc. in order to actually do any networking, my business was built on and continues to be sustained by this growing, active network and my participation in it.

1. Join a networking group or 5. I was a member of my local BNI chapter back in Northampton, MA where my business was born. You could also join your local chamber but most people find that it isn’t as effective for relationship building as BNI. Another smart choice is to find online, local if possible, groups that support each other. I’m part of a group called Hidden-Tech where jobs are posted, questions are asked and answered, information is shared, relationships grow and people collaborate every single day. You can find groups that directly relate any profession. BNI has been the most supportive of my business, however. I find it to be brilliant in several ways:

• a weekly meeting of a committed group of professionals with open networking, educational information, self-promotion requirements and shenanigans at 7am
• one seat is allowed for each profession - one writer, one graphic designer, one CPA
• you have the chance to tell your group all about your business and educate them about what you do every week
• everyone is there to network and help each other
• your chapter is your marketing team - they learn about you and your business and spread the word on a daily basis
• good chapters pass millions of dollars each year

2. You’ve heard me say it before, but I believe that every situation is a networking opportunity. Without being obnoxious (really), I talk to people about what they do and about what I do all the time. It’s seed planting and you never know where it will lead. Sometimes the rewards are instantaneous…and priceless.

3. Web 2.0, social networking, social bookmarking, blogging. Participate online. The internet was created to share information and to communicate. If you are just focusing on your local clientele, you are missing out on an entire world of opportunity. Participate by

• blogging and sharing information
• reading other blogs
• commenting on other blogs
• responding to comments on your blog
• bookmarking blogs, sites and articles on sites such as Digg, Hugg, Technorati, etc.
• actively networking on sites such as Facebook, Myspace, Squidoo, etc.
• being respectful and unspamlike at all times

how to become a freelance copywriter: FIND YOUR NICHE

A woman contacted me because she wanted to know how to become a freelance writer. She was caught off guard when I started quizzing her about her background and her passions. She was a trained dancer, steeped in the academic theater/dance world. So I told her to contact dance and theater schools, programs and camps, theaters, dance studios, dance and acting teachers, agents and coaches, costume shops, make-up artists…and on and on. When you look at it this way, a whole world of people that need marketing and copywriting opens up and there is an immediate bond, or trust, that is formed because of your common backgrounds, interest, skill, language.

In the big, wide world of copywriting and marketing, there is something to be said for finding a niche:

1. It will help you stand out from the crowd. And the crowd is big.

2. It will instantly endear you to an industry and/or community. People like people who understand them and share their passions. Birds of a feather…

3. It builds on your strengths and a language that you already know. You’re starting something new - why wouldn’t you want to start at the top of the content-familiar learning curve? When you do the job well, you’ve secured a reference, portfolio content and, hopefully, some word of mouth referrals.

4. It lends credibility when you’re self-promoting. They want to work with someone who they won’t have to teach or train 100%. So, if you don’t have a ton of professional writing experience (or a big portfolio), this can pretty much negate that handicap.

5. It instantly creates your first ‘audience’ for your marketing efforts. For instance, if you’re doing direct mail or cold calling, some of that blind date feel is removed.

6. When your focus is something you love and feel comfortable with, it will show in your work. If someone asked me to write a texbook about physics, I’d cry. It wouldn’t be fun and the work wouldn’t be as good as if you asked me to write an essay on, say, the delights of butter. I’ve managed to attract projects that are interesting to me and letter-worthy (in my mind, anyway) by showcasing who I am and my personality through my website, blog, other marketing materials and my interactions with clients who give referrals.

7. You may already have contacts who will be thrilled to hear from you. When you call your old dance teacher and tell her that you’ve started a business to help promote the importance of dance for kids, she’ll hire you in a second. Or, she may have some solid connections and be thrilled to make some calls and/or provide a testimonial.

What’s your niche???