REALTORS®: 5 Reasons to Switch Your Website to WordPress

There's no doubt the real estate industry has been greatly impacted by the introduction of the Internet.  My very first client was a RE/MAX team.  I put them online over a year before remax.com went online.  For nearly 20 years now, websites have played a major role in helping REALTORS® build their reputation, improve their visibility, and help create relationships between home buyers and home sellers.  Those things haven't changed.  What HAS changed, however, is the technology used to help REALTORS® accomplish this.

Websites used to be cumbersome, difficult to maintain, and could often take a great deal of time to update.  Search engine visibility has always been a challenge for REALTORS®.  In an industry ripe with competition, search engine visibility continues to be a challenge.

Many companies offer real estate specific, template style, "drag and drop" solutions.  I've worked with most all of them at some point over the years.  I've found that although they may offer much of what REALTORS® need, they can be very costly, and all have various limitations... especially when it comes to SEO (Search Engine Optimization).  I've watched REALTORS® spend a great deal of money over the years as they switch from one company to another... and then to another...  laying out start-up fees, monthly fees, etc... and then spending all that time re-educating themselves on the new platform.  Fortunately, there's a solution.

WordPress is, by far, the best CMS (Content Management System) software available today.  If you want your website to do it, more than likely WordPress has the capability.

5 Reasons to Switch Your Website to WordPress

1. Cost Effective
   As with any website, you'll have your annual domain name renewal and website hosting fees.  The platform software is free and can be found at wordpress.org.  Most add-on modules (plugins) are free.  I'd suggest you seek the help of a professional to assist with the original installation and software set-up.  This should be a one-time fee with no monthly maintenance fees.
       
2. 100% Total Control
   You have 100% control over every aspect of your website.  Appearance, layout, categorized links and content, add-on modules (plugins), SEO and more.  Most MLS systems across the country provide REALTORS® with IDX links and code which can easily be integrated into pages, posts, and add-on modules.  No more "settling" with what your template style companies provide you with.
      
3. SEO (Search Engine Optimization)
   Search engines love WordPress... especially Google.  Virtually every aspect of WordPress offers the ability to include meta tags, descriptions, keywords and phrases.  From individual pages and posts to images, videos, links, categories, and more.  Each of these plays a crucial role in helping with search engine visibility.
       
4. Social Media Friendly
   WordPress provides users with the ability to easily include icons, links, and streams for Facebook, Twitter, LinkedIn, YouTube, Pinterest, and others.  It's, by far, one of the easiest platforms for connecting your website with your social networking tools!
    
5. Communication, Interaction, and Lead Generation
   WordPress comes complete with powerful communication and consumer interaction tools.   Built right in is the ability for visitors to post comments on articles you've written, pages you've created, and content you've provided.  You can easily add a "Log In" area for users and provide them with "Member Only" content.  Want people to sign up for your newsletter?  Most newsletter services such as "Constant Contact" or "Survey Monkey" provide you with the code you need.  Insert it anywhere in your website.  The opportunities are endless.

This is that rare instance when something that "sounds too good to be true" actually IS true!  If you're a real estate agent, I strongly encourage you to take a look at WordPress.  I can, with a 99.99% degree of certainty, assure you that it's the last website change you're going to make.

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Facebook Timeline for Business Pages… 5 Key Visual Changes

If you have a Facebook Business Page, and you've been using the new "Timeline" for your Facebook Profile page, then you're a step ahead of the rest.  If not, then I strongly suggest you start.  Rumor has it that the new Timeline for Facebook Business Pages will automatically switch over by March 30th, 2012.
   

With the new "Timeline" comes some key things you'll want to know in order to understand and take full advantage of the changes.  Although there are a number of new things you should be aware of, (and I'll touch on those in future articles), here are five of the more significant visual changes (view screenshot #3 below to help visually identify these areas).

1. Admin Panel: Many of the key administrative features now appear at the very top of the Facebook Business Page.  Notifications, messages, recent activity, and "Insights" or page statistics are now more easily visible and accessible.
2. Welcome Tab/Page: Perhaps one of the most significant changes is that you'll no longer be able to direct new visitors to a "Welcome" page... or existing followers to a promotional type of message.  Simply put... it's gone.  Everyone who visits your Facebook Business Page will arrive on your "Wall" first.
3. Cover Photo: This is now your opportunity to capture the attention of your followers and potential followers.  This feature is not without some rules and guidelines.  First of all, photo specifications for optimum results is 851 x 315 (pixels).  Now... what CAN'T you do with your cover photo?  There's nothing to interpret here.  Facebook has provided some very specific guidelines.  According to Facebook, your cover image cannot contain: - Price or purchase information, such as “40% off” or “Download it at our website”. - Contact info such as web address, email, mailing address or other info intended for your Page’s About section. - References to user interface elements, such as Like or Share, or any other Facebook site features. - Calls to action, such as “Get it now” or “Tell your friends”. Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines.
4. Profile Picture: The large profile banner type photo which used to appear on the left is now also gone.  It's been replaced by the photo which now appears on the bottom left corner of the cover photo.  With the new design, this is the most logical place for a company logo or some other brand type image.  Best size photo will be 180 x 180 (pixels).  You'll find that this will help your image appear correctly alongside any posts and comments you make.
5. Tabs, Custom Pages & Apps: The tabs (or links) to photos, videos, notes, custom pages and other apps now appear directly below the profile picture and title of your page.   A total of four are displayed at any given time with a total of twelve visible by using the drop-down arrow to the right. (see screenshot #1 below).  By using the "Timeline" drop-down button, a more complete list is available (see screenshot #2 below).  An important note about "Custom Pages" is that the allowable width has increased from 520 pixels to 810 pixels.

 

Screen Shot#1

Screen Shot#2

Screen Shot#3

As I said... there are many more changes worth noting and I'll address these in future articles.  I'm also developing a PowerPoint presentation which should prove to be helpful.

For now, if you have any questions or would like to know how to take advantage of the new "Timeline" features, post your question below or contact me for a personal consultation.

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EMPOWER Yourself! Rethink Goal Setting

Recently, I was asked to present educational content to members of a local business networking group.  Of course, they were hoping to hear about social networking tools and how to use them with their businesses.  Suspecting this to be the "cart before the horse" scenario, I asked for a show of hands in response to the following questions: "How many had set networking goals?" and "How many had developed a networking strategy?"  Of the twenty in attendance,  only two had set networking goals... and only one of those two had developed a networking strategy.

Networking is a critical aspect of business.  It should ALWAYS be a part of business.  It often takes a back seat when times are good.  When times are tough and business is slow, suddenly it’s something that seems important… and then it’s done using a “shoot from the hip” approach without much thought or planning.

There's a direct correlation between successful face-to-face networking and the use of social networking tools.  Goal setting is a must if you want to be a successful “power networker” both offline and online.  Without goals, you have nothing to aim at.  With goals, you will perform better and get better results.

Setting and achieving goals can be very empowering.  You feel a sense of accomplishment when you complete a task or a project.  You feel satisfaction when you've succesfully connected people within your network.  So, where do you start?  I've chosen to use the word EMPOWER to help define the key elements associated with setting and achieving your goals.

EASY:  Goals need to be within your reach and easily attainable.  Olympic High Jumpers don’t set the bar at the maximum height when they begin.  They ease into it.  The bar is set at an attainable height and is moved a little higher each time they’ve successfully crossed over it.  By setting your goals too high at the beginning, you’ll run the risk of failure.  Failure will demotivate you.  Accomplish your goal and then start including some element of stretch, but don’t set goals that are impossible to achieve.

MEASURABLE:  Goals must include a way of measuring results. This will typically be some sort of number. Setting a goal such as “I want to add more people to my network” is not a measurable goal. ”I want to add 100 people to my network” IS a measurable goal. How many people do you want to meet at that conference you’re about to attend? How many referrals do you want to provide this week? How many business owners are you going to visit today? How many times are you going to post content on your Facebook page this month? How many LinkedIn connections do you want to make this week or month? You get the idea.

PRECISE:  Be detailed and specific.  Include who, what, when, where and how.  Do you want to connect with a specific person?  Someone in a particular industry?  What specfic thing do you want to accomplish?  When do you want to do this?  Where do you need to be in order to accomplish this?  Is it a Chamber event or a fund-raising dinner?  How will you accomplish this?  With a phone call, an email, or a lunch meeting?   This is your road map.  All you have to do is follow it.

OBJECTIVE:  Your goals must have meaning and be relevant to you.  They must have a purpose.  Will achieving your goal build your network?  Will it increase your monthly revenue?  Will it help you attract more “Likes” on Facebook or “Followers” on Twitter?  Setting goals that mean something to you will keep you inspired and you’ll continue to strive to attain them.

WRITE THEM DOWN!  This is the most important step!  You need something to look at and refer to.  You need a visual road map.  You need something you can put a check mark next to when you’ve completed it.

EXPIRATION:  Your goals must have a deadline or completion date. Again, this keeps you focused and will give you that motivation you need. For example, although your goal of wanting to add 100 people to your network is measurable and precise, it’s not going to happen unless you give yourself a deadline

REVISIT:  You need to review your goals on a regular basis. Have you set a weekly goal?  Look at it at the end of the day to see how you’ve done.  Monthly goal?  Review it at the end of the week to see where you’re at.

By following these guidelines, you’ll be able to set and achieve your goals.  Apply this method to your both your offline and your online networking.  You'll have direction and purpose.   You'll experience a sense of accomplishment.  You'll feel good... and when you feel good, you performance reflects that.  You’ll EMPOWER yourself.  You’ll be surpised at how soon you start realizing success!

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REAL “Experts” Don’t Call Themselves “Experts”

An excellent, eye-opening, and insightful article entitled "Social Media Consultant Gone Bad... Real Bad!" recently written by Pam Moore, (someone I've grown to respect over the past year and consider an "expert"), coupled with something I recently witnessed prompted me to write this article.  I'm not sure if I'm more saddened for the unsuspecting and trusting business owners and non-profit executives... or if I'm more upset by self proclaimed "experts" who have no business being in business!  FYI... "upset" is a mild word and doesn't really express my true feelings at this point.  I'm reminded of an article I wrote back in 2005 entitled "Webmaster... Doesn't Mean Expert".

I'm going to do my best to keep this professional.  In no way do I want to appear critical, judgmental, or condescending.  Part of my job requires me to evaluate and assess in order to help those who come to me.  I'm not a "know-it-all"... and I believe those who ARE successful in their field of choice will admit to constantly learning on a daily basis!  THAT, in my humble opinion, is what separates the "experts" from those who have no business IN the business!

On Monday, I watched a non-profit organization lose seven solid and consistent years of web presence and go back ten years or more with a "flip of a switch" by listening to a self-proclaimed "expert" web designer.   Here's the story.

A website was developed, pro bono, for this group back in 2004.  The original developer, who happens to have 20 successful years in the industry, had been working with it pro bono ever since.  Although the developer moved away from the area physically, it continued to maintain a professional and modern appearance and email requests were handled as they were made.  More significantly, monthly efforts were made in the area of SEO (Search Engine Optimization) and, in early 2010, the website was modified in such a way that it included the ability to be viewed correctly on mobile devices.  These aren't things that the average person typically notices when visiting websites.  The group, thinking it was time for a change and thinking it would be easier to work with someone "local" turned to one of their volunteers who claimed to be a web design expert.  A new website was developed and the domain name was redirected to this new website on Monday.

This web design "expert" claims to have 15 years in the business and admitted on Monday to "just starting to learn CSS".  For those wondering... that's the equivalent of someone saying they've been an expert auto mechanic for 15 years... and then asking "What's a wrench"?  My curiosity got the better of me and I started to look at this new website along with some of the others designed by this "expert".  I was dumbfounded.  Forget the fact that they all look like they're fresh out of the 90's with the cartoon graphics, gaudy icons with the "click here" text, and textured backgrounds.  Who knows, this might be the "look" those customers insisted on.

Here's what really disturbed me.  There was not one single element relevant to SEO (Search Engine Optimization)!  The "titles" contained NO keywords or phrases.  There were NO meta tags for "keywords" and "description".  NO "alt tags".  NO "alt text".  If you're a business owner reading this... and asking yourself "What's he talking about?"... these are web development "101" things.  These are aspects of web development that should be second nature to an "expert" with 15 years in the business!  This would be like you taking your car in for new tires and the tire tech not knowing that tires need air!

It's important to know that this particular non-profit organization is located in a very rural area.  The city itself has a population of approximately 4500.  The service they provide is specific to the area.  Here's what they lost the moment the new website went online.

Prior to Monday, they were averaging between 5000 and 6000 visitors per month to their website.  Nearly half of those visitors entered the website, for the first time, through pages OTHER than the home page.  The website itself had a VERY strong presence in all of the major search engines.  Not 4 or 5 pages cataloged in Google... but 4550!  Yes... 4550!  Except for the home page, which will probably lose visibility soon, ALL of those other 4549 pages listed in Google are now broken links.  They were averaging 70 unique visitors per month via mobile devices.   The new website is no longer mobile friendly.  What kind of "expert" suggests "starting from scratch" after seven years of effort and consistency without doing some "homework" to see if anything is going to be disrupted?

I know it's a conundrum for business owners.  You don't know what you don't know.  Read that again.  You don't know what you don't know... and you expect an "expert" to know their field and "have your back".  Examples like this are what hinders us from trusting each other... and "trust" is, without a doubt, the MOST important element in a successful business relationship.

Those who have chosen to become self-proclaimed experts in the fields of web development, SEO, and Social Media have chosen to take on a huge responsibility.  Knowing basic "mechanics" is nothing to boast about.  That should be a given.  It's why we have this mess to begin with.  ANYONE can learn the mechanics.  And they do.  Then they call themselves an "expert".  And then the business community is disappointed.  And the TRUE experts have to work that much harder to gain that trust.  But be assured... we will.  Because YOUR success is the most important thing to a REAL "expert".

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Social Networking Could Land You Your Next Job!

I recently wrote an article entitled "Social Networking: Freedom of Speech and Expression vs. Conventional Wisdom" in which I discuss how employers and those responsible for the hiring process are now turning to social networking to screen job applicants.

The news is not all bad.  Sure... 91% admitted to using social networking to help thin the pile of resumes and applications received from prospective employees... with 69% admitting to rejecting an applicant due to material the applicant posted online.  The good news?  68% said they DID hire a job applicant after something they found via a social networking site! 

Whether you're a young person preparing to leave the comforts of home and school to chase your career dreams or you're among the more than 13 million Americans currently unemployed, your social networking activity could go a long way in helping you land your next job!

Those who have heard me speak have heard me tell this story.  "I'm living my dream because I became a fan of a beer page on Facebook".  A good friend of mine began playing around with Facebook in February of 2008.  Like most others, it was a great way to stay connected with family and friends, post and share pictures, and keep in touch.  Life was good.  He was bringing in a six figure income with a college sports marketing company.  He'd spend some of his downtime exploring Facebook.  He'd "Like" different pages of interest.  Back then it was actually called "Become a Fan".  One of those Facebook pages was the "Sierra Nevada Pale Ale" beer page.

Over the months he noticed some posts and comments on this page which prompted him to post and comment.  Shortly after a number of these exchanges, he learned that the person he was interacting with lived in the same region and had similar interests including camping, hiking, and the outdoors.  Soon they became friends, often sitting on his back deck and solving the world's problems while enjoying a cold Sierra Nevada Pale Ale.

In 2009, my friend became a victim of the economic crash.  The company he'd spent the last 10 years helping to build was forced to close its doors.  My friend and his wife had just joined the many families who found themselves wondering "what do we do now?"

It just so happened that this new friend he'd meet via Facebook had a temporary job opportunity available and offered it to my friend.  Today, my friend runs a very successful business as a result of what he learned and the contacts he made with that temporary job.  He admits that if it wasn't for his interactions with a complete stranger on a Facebook beer page, he wouldn't be where he's at today and living his dream.

Social networking may have started out as something to do if you want to pass the time.  Today, however, they're no longer just hobbies or toys.  They've become powerful tools.  It might be time to start taking them seriously and use them to your benefit.

What type of job are you looking for?  What are your career goals?  The first step is to begin treating your various profiles more professionally.  Start using Facebook, Twitter, and LinkedIn to connect with companies and businesses that you might like to work for.  Join the groups that they're associated with.  Start paying attention to what's being shared online.  Begin interacting with the conversations that take place on their their pages and in their groups.

Has someone made a comment or shared a story that you find interesting?  Before you respond, take a moment to click on that person's name and look for information in their profile.  Who knows... you could be interacting with a president, CEO, hiring manager, or someone influential within the organization without even realizing it!  Remember that behind most every message, comment, and post is a person.  There may be a company logo next to the comment or post... but behind that logo is a person, perhaps several, who will read your response.

Don't just say things like "I'm looking for work.  Are you hiring"?  Have a conversation.  Interact with meaningful and well thought out comments.  This is an opportunity to impress.  Share your insights, knowledge, and opinions in a tasteful, tactful and diplomatic manner.  Over time, you might find yourself with a resume or application on their desk and they may remember you as the interesting individual they've been engaging with online!

Job hunting has never been more challenging than it is today.  Most companies insist that you start the process online.  It's much harder to get that "face time" with the person hiring for that job you want.  You need to take every opportunity you can to make sure you stand out above the rest.  Social networking tools can help make that possible.  Your dream job could be just a post or comment away.

There's definitely not enough room in this article for all the information I want to share on this topic.  Look for additional articles coming soon!

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Social Networking: Freedom of Speech and Expression vs. Conventional Wisdom

A disturbing trend has emerged over the past several years as the use of social networking tools has increased… and many aspects of it are very disconcerting.  The line between our right to exercise “Freedom of Speech and/or Expression” and our choice to use “conventional wisdom” seems to have become blurred.  Adults and youth alike are posting, commenting, uploading photos and videos via Facebook, Twitter, YouTube, and other social networking sites without considering the negative impact it can have on their future.  It seems we’ve forgotten the “Think before we speak or act” advice that most of us, as kids, were reminded about by parents, teachers, and other adults as we were growing up.

So what?  U.S unemployment is hovering around 8.5% and 8.6%.  There are currently an average number of 95 applicants per job opening.  Employers, Human Resource Executives, and even Graduate Schools are using the Internet, Google and other search engines, as well as social networking sites to screen applicants and potential employees.

NOW… let’s look at some interesting statistics.  A recent study involving 300 employers and those responsible for the hiring process for their company, selected at random, resulted in the following:

• A whopping 91% admitted to using social networking sites to screen job applicants.
• 76% used Facebook
• 54% used Twitter
• 48% used LinkedIn
• 47% began social networking screening immediately after receiving the application.
• 69% rejected job applicants as a result of what they found on a social networking site.  A few of the reasons included:
  - Inappropriate photos
  - Inappropriate comments
  - Posts included content about them drinking and/or using drugs
  - Posts included racist remarks
  - Inappropriate comments about current or previous jobs and/or employers
  - Demonstrated poor communication skills
  - Comments and posts were discriminatory

Now… I’m all about freedom… but let’s take a look at what the use of a little “conventional wisdom” can produce:

• 68% said they DID hire a job applicant after something they found via a social networking site.
• 39% did so because the applicant portrayed a positive image of themselves and their personality online.
• 33% found the applicant to have solid communication skills.
• 33% found the applicant to be well rounded.

So… sure, you’re FREE to post pics and videos from that outrageous graduation party… or boast about being the beer pong champ.  You’re FREE to express your dissatisfaction with authority or share why you don’t like your job.  You’re FREE to post and share your political and religious views.  Whether it’s right or wrong, employers are using information they find about you online to determine whether or not they even WANT to talk to you, get to know you, and give you a chance.  It’s up to you to determine how important all that is in the scheme of things.

Part of “being free” includes being responsible.  Being responsible includes making choices.  Just because you CAN do something doesn’t mean you HAVE to do something.  In this one instance… it can mean the difference between “job” or “no job”… and that won’t be changing anytime soon.

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foursquare: New Burnsville, MN Restaurant Doing it Right

It’s not often that I take the time to promote a particular business because of something that has impressed me… however, in this case, I have to.  Not because of the food… because I haven’t had a chance to try it yet… not to mention I’m not a professional food critic.

  

What DOES impress me is something I’ve seen them do online as it applies to the use of social media.  As I work with businesses and organizations, I find that most business owners and non-profit executives overlook an important social media tool.  Most often it’s because they’re unaware.  Sometimes it’s because they minimize the significance or feel that, for some reason, the tool just isn’t for them.  In ALL cases… it’s simply a lack of understanding and education.  This business gets it.  The social media tool?  foursquare.  The business?  Ernies Pub & Grille in Burnsville, MN.

  

A recent article in the Burnsville Patch announced the opening of this new dining establishment… so, as a Social Media Coach and Speaker, the first thing I was compelled to do was take a look at their online presence.  Needless to say… I was immediately impressed.  I don’t often see new businesses start off with their “i’s” already dotted and their “t’s” already crossed.  Not only does their website clearly, yet subtly make visitors aware that they have a “Facebook Page” and a “Twitter” presence… but what surprised me the most was seeing their“foursquare” icon… and THAT was what prompted me to write this article.

  

First order of business… just WHAT is “foursquare”?  It’s easiest just to use foursquare’s own words.  “Foursquare makes the real world easier to use. We build tools that help you keep up with friends, discover what’s nearby, save money and unlock deals. Whether you’re setting off on a trip around the world, coordinating a night out with friends, or trying to pick out the best dish at your local restaurant, foursquare is the perfect companion.”

  

“foursquare” was established in 2007 and officially launched in 2009.  There are currently 15 million users worldwide and over 500,000 businesses actively using this platform to promote their businesses, organizations, and events.

  

WHY should you, as a business owner, be using foursquare?  Simply put… it’s yet another way to promote your business or organization to an audience who otherwise wouldn’t know that your business or organization exists.

  

HOW you should be using foursquare depends on the type of business you have or the type of organization you represent.  ”foursquare” gives you the ability to create a variety of special “check-in” offers which can be used to entice people to do business with you, come into your establishment and shop, or take advantage of whatever services you have to offer.  Don’t have something tangible to give those who “check-in”?  Use it as an opportunity to build relationships with businesses around you who DO have something to offer.  The opportunities are endless.

  

Using my “foursquare” iPhone app… I performed a simple search for “restaurants”.  Look at the screen shot.  Which establishment catches your eye?  Seasoned “foursquare” users will immediately notice the orange “SPECIAL” next to “Ernie’s Pub & Grille”.  The user will instinctively be curious and tap it to see what the offer is.  If the offer is enticing enough, “Ernie’s Pub & Grille” will soon be serving that person and whoever he/she happens to be bringing along!

  

I can’t tell you exactly how many customers “Ernie’s Pub & Grille” has served since opening two months ago on Oct. 24th.  I CAN tell you that as of the writing of this article, at least 78 of those individual customers have “checked-in”.  I can also tell you that they’ve had a total of 109 “check-ins”… which indicates that they’ve had a number of repeat customers just from those 78 “foursquare” users.  This isn’t secret or confidential information.  You don’t need a “foursquare” account to see it.  Click on the photo and see for yourself.

  

Here’s the thing.  Depending on the type of business you have, there’s a strong possibility it’s already listed in “foursquare”.  If it is, there a good chance that, unbeknownst to you, people have been “checking-in” all along!  If you’re not using “foursquare” you’re missing out on some golden opportunities for your business.

  

Might I have some observations and recommendations?  Of course I might… wouldn’t be doing my job if I didn’t.  However, I’d encourage business owners to take note.  ”Ernie’s Pub & Grill” serves as an excellent example of the type of thinking that business owners need to start embracing.  Social media is here to stay.  It’s not just a fad.  It’s going to grow and will continue to play an integral part of doing business today and in the future.  If, as a business owner, you refuse to embrace it and grow with it, you’ll only be hurting yourself… AND your business.

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Social Media: Can’t Be a Pilot Without Education

I’ve always had a passion for flying.  Years ago I even began pursuing a “Private Pilot’s License”… although certain circumstances required me to adjust my priorities and I was unable to continue with that dream.  Perhaps someday.  I did, however, learn quite a bit and recently found myself recognizing a correlation between piloting a plane and watching small business owners try to use social media.

Even without aviation training, we’ve watched enough movies… perhaps even played a “Flight Simulator” or two… so we know some of the basic terms and the names of a few gauges, buttons, switches, and levers.  Altimeter, Airspeed Indicator, Vertical Speed Indicator, Attitude, Transponder, Ceiling, Yaw, Vector, VOR, Flaps, Rudder, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You see all the gauges, buttons, switches and levers.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

The same holds true when it comes to social media.  We’ve heard the names and some of the basic terminology.  Facebook, Twitter, Foursquare, Blog, LinkedIn, Like, Follow, Engage, Status, Post, Share, Circle, Check-In, Hashtag, Mention, Trend, Klout, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You think you see all the platforms.  You may even have a Facebook page, Twitter account, or LinkedIn profile.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

Answer the following questions:

• Do you know the difference between a Facebook Page and a Facebook Profile?
• Do you know when to “Use Facebook As…”?
• Do you know who you should “Like” or “Follow” to get the best exposure for your business or organization?
• Do you know the most effective way for YOU to link social media accounts?
• Do you know when you should be “Tweeting” rather than “Posting”?  Or “Sharing” rather than “Commenting”?
• Do you use “Mentions” when you “Check-In” to Foursquare?
• Did you know you can claim your “Foursquare” venue?  Do you know WHY you should do that?
• Do you know how to make effective use of “LinkedIn Groups”?

These are just a very few of the many questions you should know the answers to before you start piloting your social media plane.

It’s OK to admit that you don’t understand social media.  Nowhere is it written that you’re supposed to know it all.  It’s NOT OK to start using social media without an understanding of the “What”, “Why”, and “How” as it applies to you, your business or organization, and your potential customers, clients, and donors.    Not only will you waste your valuable time and energy… you could potentially do irreversible damage to your brand and your reputation.  These are things I KNOW you can’t afford.

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Three Keys to Social Media Success

I see it every day.  Real Estate Agents and Brokers, Chamber of Commerce organizations, restaurants, diners, craft shops, spas, health clubs, you name it.  They’ll be so excited because they just started a Facebook page, activated a Twitter account, put their profile up on LinkedIn, etc…  They’ll post a few spam type advertising or sales messages, they’ll beg people to “Like” their Facebook page, to follow them on Twitter, only to be disappointed in a very short time and conclude that social media is not effective for them.  And they’re right.  It certainly wasn’t effective.  Why?  Because of a lack of education, limited understanding, and no planning.
   
Although there are many elements associated with the successful use of social media in your business or organization… there are three key elements which, when understood and exercised, will go a long way in contributing to that success.

1. Strategy: You CAN’T just start using social media tools without a plan!  Winston Churchill said (during World War II), “He who fails to plan is planning to fail”.  If there’s ever been an element of business where this holds true… it’s with the use of social media!  Countless business owners, Chamber Presidents, and Non-Profit Organization Executives recognize the fact that social media is a critical part of doing business today… so the next thing they do is “just start”.  This will only lead to frustration and guaranteed failure.
   
   Developing and implementing a successful strategy involves:
   - Defining goals and objectives.
   - Determining the purpose for your use of social media.
   - Understanding the social media tools available to you.
   - Understanding, and in some cases, modifying your habits.
   - Integrating elements of your strategy into your offline and online efforts.
       
2. Consistency: Your efforts are doomed to fail without this!  The worst thing you can do is set up your various social media accounts and “get to them when you have time”.  You’ll get out of it what you put in.  How often you “post”, “tweet”, “comment”, “share”, introduce an article into your blog, involve yourself with a LinkedIn group, etc… should be determined while developing your strategy.   The time you devote to your social media efforts will be based on:
   - The purpose for your use of social media.
   - The tools you’ve chosen to use.
   - How you’ve chosen to connect the tools you’re using.
   - Your habits.This will change over time… however, without a starting point, you won’t know what changes and modifications you’ll need to make in order to fine tune your efforts and become more efficient and effective.
       
3. PATIENCE!  I CAN NOT emphasize this enough!  We live in a fast paced society.
   - Fast Food.
   - Fast Coffee.
   - Fast Information.
   - Fast Delivery.
   - Fast Customer Service.
   - Fast Checkout.
   - Fast Banking.
   
   I think you get it.Let me remind you.  The use of “Social Media” is NOT about selling your products or services online!  It’s about “Social Networking”.  It’s about building relationships.  It’s about establishing “trust”.  We all know that networking takes time… strong, solid relationships aren’t built overnight and trust isn’t built in a week, month, or even a year!   The same holds true when it comes to social media.  You’re not going to see immediate results for your efforts.  An effective and successful social media presence takes time.  There’s no way around it.

Sure… the social media tools may be free… to sign up for.  However, as the saying goes… you get what you pay for.  If you’re anticipating getting something from your social media efforts in exchange for little or nothing, your results will be the same… little or nothing.

 
Did you know…

• …that the times when you SHOULD be posting information, sharing, and engaging may differ from the times you THINK are best for you?
• …that the primary platform you THINK you should be using may not be the best one for you?  You may THINK it’s Facebook… however, it might be LinkedIn… it could be Twitter.  It might even be a platform you’re not currently aware of.
• …that part of the relationship building process includes engaging with those who may never be become a customer, client, or donor themselves however, they may be able to play a key role in helping you find connect with future customers, clients, or donors.  Do you know who these people are?
• …that the most critical element to a successful social media presence revolves around “listening”?  Do you know how to do that?

It’s time to stop treating social media like a “toy” or a “hobby”.  Not only will you waste your valuable time… but it can also result in serious damage to your brand and reputation… neither of which you can afford.

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Facebook Business Pages: 7 Signs That You Don’t “Get It”

I see it every day. Business owners and non-profit executives KNOW they need to use social media. So they do… and they start with the obvious first choice… Facebook. Good decision… but then it goes downhill from there.

I regularly review and analyze “Facebook Business Pages” and see the same common mistakes made over and over again. That old adage “If you’re going to do something, do it right… or don’t do it at all” is SO applicable to the use of social media. If you’re using social media and you’re not using it right, you can be doing more harm than good to your business, organization, brand, and reputation.

It’s prompted me to put together a list of seven telltale signs that you don’t understand the “What”, “Why”, and “How” when it comes to your “Facebook Business Page”. Don’t get me wrong… there are certainly more than just seven… however, these seven are the most obvious.

1. Incorrect or Inappropriate “Name” or Title
      
   The “Name” or title of your Facebook business page is one of the most critical elements of a successful Facebook business page. Naming your page correctly involves understanding people’s search habits and SEO (Search Engine Optimization) and how Google, Bing, Yahoo, and others analyze Facebook business pages in order to rank them in search results.
     
   So… now for some “Bad News/Worse News”. The bad news? An incorrect “Name” or title will do irreversible damage making it impossible for your Facebook business page to ever be found in the search engines. The worse news? After 100 people have chosen to “Like” your Facebook Business Page you can no longer change the “Name”.

2. No “Username” (also referred to as a “Vanity URL) or the “Username” you’ve chosen is incorrect or inappropriate
   
   
   Facebook allows you to create a “Username” otherwise known as a “Vanity URL”. This means you have an opportunity to change your Facebook URL from a complex “http://www.facebook.com/pages/your-current-page-title/###############” to a simpler “http://www.facebook.com/yourusername".
      
   It’s important to note that you can only create your “Vanity URL” after 25 people have chosen to “Like” your page. Facebook did this intentionally to prevent name squatting as was done with domain names in the early days. It’s even MORE IMPORTANT to note that once you choose your “Vanity URL” you CAN’T change it again… so getting it right the first time is critical!
      
   For the same reasons as mentioned in the first point, selecting the right “Vanity URL” is critical. Again… an understanding of people’s search habits and SEO is important in selecting the right “Vanity URL”.

3. Not filling out all of the fields available in the “Info” section
   
   
   You’ll find a variety of additional fields under the “Basic Information” section of your Facebook business page. Depending on the type of page you’ve selected, along with the category, your “Basic Information” fields will vary. How you fill these out can help provide your followers and new visitors with critical pieces of information about you and your business. Again… an understanding of people’s search habits and SEO will help you select the proper verbiage to place in some of these fields.

4. Posts and Interactions are few and far between
   
   
   The last thing anyone wants to see is a Facebook business page where the last post was five days ago… and the one before that was two weeks ago… and the next one on the list was a month before that. This can give followers and new visitors the impression that you’re inconstant and that you don’t “follow through”.

5. Automating your posts 
   I get it. Efficiency in business is important… however, using social media automation tools such as “Ping.fm”, “SocialOomph”, “TweetDeck”, “Hootsuite” to post for you can send the wrong message to followers and visitors to your page. It’s cold, impersonal, and can say “I’m lazy” or “I like to take shortcuts”. Finding the right balance can be challenging. You need to be “personal” and engaging. Think about those oh-so-personal automated phone calls you get from political candidates when there’s an upcoming election. It’s the same thing.

6. Posts are nothing more than advertising and promotion
   Let me as a question. Are you going to go home after a hard day at work… sit in your favorite chair… grab the remote control and look for the “All Commercials! All Day! 24×7 Commercials!” channel? I’m guessing not. The same goes with social media. Using Facebook to do nothing but advertise will help you lose followers quickly.
      
   Social Media is about “networking”… building relationships and trust. Social media is about being “engaging”. Share news stories… sports stories… human interest stories… interesting photos… funny things… sad things… etc… Get people to interact with you via your posts.

7. Not using “Apps” and creating additional “Tabs”
   
   
   There are an abundance of “Apps” which allow you to do some pretty incredible things with your Facebook business page. The absence of these on your Facebook Business Page is a sure sign that you don’t “get it”. ”Apps” can be used for “Landing Pages”, to integrate your YouTube channel, Twitter account, Blogs, RSS feeds and more. There are apps for contests, sweepstakes, polls, and any number of things which can help in creating an engaging Facebook business page.
   
   
   Which ones are good? Which ones aren’t? A little guidance can go a long way in making sure you spin your wheels and waste your valuable time trying to determine that yourself.

As I mentioned at the beginning of this article… there are plenty more signs. People are becoming more and more savvy every day. First impressions will make or break you, your business, or your organization… and as we all know… negative first impressions are extremely difficult, if not impossible, to overcome.

What do people see when they visit your Facebook business page? What level of professionalism, comfort, and trust do they come away with after visiting your page? It’ll mean the difference between success and failure where your social media efforts are concerned.

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Unlikely Industry Embraces Technology – QR Codes for Customer Service

With more than 80 million smartphone subscribers currently in the U.S., more and more companies are recognizing this as significant where doing business is concerned.  One business in Houston, TX has embraced technology and has figured out a way to use it to improve customer service.

CRT Industrial Equipment, Inc. is a distributor for industrial sweepers and scrubbers.  Not only do they sell equipment for two major manufacturers... Advance and Factory Cat, they also rent, service, and repair equipment for all manufacturer makes and models.  So when CRTIE President Tim Wells approached me with an idea for using QR Codes, it didn't take me long to realize that it was a brilliant idea.  That's when the fun started.

The idea was simple.  CRT Industrial Equipment, Inc. wanted to be more proactive in making equipment information available to those who purchase, own and operate industrial sweepers and scrubbers.  Could QR Codes be the solution?

To understand the significance of this idea, one must understand a little about the industrial sweeper and scrubber industry.  Industrial sweepers and scrubbers range in price from $6000 to $100,000.  Most pieces of equipment come with a variety of options that can make each one unique to the customer who has purchased it.  They're often used by a variety of operators in environments that take them away from the main office or shop where the owners manuals, operator manuals, parts manuals, etc... are filed away, stored, and often forgotten about.  Like any machine or piece of equipment, they're not immune to "acting up", breaking down, and needing service.  They have a common list of what's referred to as "wear items" that need to be replaced such as brushes, brooms, squeegees, etc...  How could CRTIE, Inc make this information more readily available?  QR Codes were the perfect solution.

How does it work?  A "Mobile Website" was created for each individual piece of equipment.  These sites are personalized for each customer to include information specific to the machine(s) they've purchased.  A unique QR Code is generated for each piece of equipment and is placed in an area where the operator or anyone else can easily have access to it.  Scanning a code takes less than 10 seconds.

• Machine starts acting up? Scan the code and review the "Maintenance Manual".
• New Operator? Scan the code and review the "Operator's Manual".
• Want to extend the life of the machine? Scan the code and review the "Pre and Post Operator's Checklist".
• Machine breaks down on the 5th level of the parking structure? Scan the code and immediately request a service call.
• Need to order replacement parts? Scan the code and immediately place your order.
• Need to ask the service tech a question? Scan the code and immediately call CRTIE.

Try it using the photo below.  This is one of CRTIE's "Demo" machines.  The code in this photo works on most desktop monitors and laptop screens.  Or... if you're reading this on a mobile device... click the picture and it will take you there.

Not only is CRTIE, Inc. using these codes on new equipment, but they also use them on equipment they've been contracted to repair and service.

Future applications will include the ability for a CRTIE, Inc. service tech to scan the code and have immediate access to the history of the machine.  Because the tech may not be the same one who serviced the machine the last time, a simple scan of the code will immediately bring the new service tech up to speed on any service call info, parts replacements, and more.

Customer service is still one of the most critical aspects of successful business.   Using technology to help with... (note... I said "HELP WITH"... not "REPLACE")  customer communication and service is key as technology continues to evolve and change the scope of how business is done.  CRT Industrial Equipment, Inc. has found a way to use technology to speed up their internal process, provide a more efficient method of communication with their customer and easily deal with the day to day inconveniences associated with the industrial sweeper and scrubber industry.

There will always be a debate where the use of QR Codes are concerned.  Will they stay?  Will they go?  Are they a fad?  Should I be using them in MY business?  Smartphone use is only going to increase... soon to replace the traditional computer in daily use.

QR Codes are not going away any time soon.  To use them effectively you need to think outside the box.  Stop using them on websites.  Stop using them because you think they're "cool" and because everyone else is using them.  Stop thinking that they're just for "promotional" use.  I wrote an article earlier in the year on "QR Code Do's and Don'ts" which I'm sure you'll find interesting.

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Time’s Running Out! I NEED to be Engaged!

Oh wait… I AM!  And she’s the most wonderful woman on the planet!  But obviously I’m not talking about THAT type of engagement.  I’m talking about engagement where social media is concerned.

   

Did you know that nearly 90% of the people who “Like” your Facebook page will NEVER return on their own?  Did you also know that your links and posts have a “share life”?

   

What’s a “share life” you ask?  Basically, I’ll call it the average amount of time your post or link has before it’s lost forever due to lack of interest.  For Twitter?  Approximately 2.5 hrs.  Facebook?  An estimated 3.5 hours.  YouTube?  A whopping 7.5 hours!  These are rough estimates based on a number of different studies and reports available out there.  The point is… you have VERY LITTLE time to get my attention and one false move can kill our relationship altogether!

   

Here’s one of those false moves you can do away with and I promise you it will go a long way in helping you retain your online relationships with your fans and followers.  Quit trying to “SELL! SELL! SELL!”Nothing is more annoying and nothing will help you lose your fans and followers faster than trying to push your product or service down their throats.  Would you turn on your television and go watch the “ALL COMMERCIALS! ALL DAY! 24 x7 x 365!” (or 366 in a “leap year”) channel if there was such a thing?   Don’t know anyone who would.  So why do you think that your fans and followers want the same from you?  Guess what… they don’t.

   

Here’s what they want.  They want to be “engaged”.  They want to feel like they’re part of something… like they matter… like they’re someone special.  They want to see the face behind the Facebook page, Twitter account, or Blog.  They want to feel comfortable, safe, and NOT like all you’re after is what’s in their wallet.

   

So how do you accomplish this?  How do you engage your fans and followers?

1. Get to KNOW your fans and followers. Make the effort to look at EVERY SINGLE PROFILE for anyone who has clicked “Like” on your Facebook page, “Follow” on your Twitter account, or has commented on your Blog.  You’d be surprised at how much information you can actually see.  What are THEIR interests?  Who do THEY follow?  What do THEY write about?Consider what you do as you network in person.  Introductions are made.  Business cards are exchanged.  Conversations take place regarding what they do… what you do… what their interests are… what your interests are, etc… It should be no different online.
       
2. Lose the “It’s All About Me” attitude and make it about THEM. Publicly thank your new fans and followers.  When appropriate, share their business information on your page.  Post links to their websites, profiles, or other public information they’ve made available.  EVEN… yes EVEN if they’re in the same line of work!   I do it all the time.There are a great many “social media professionals” out there.  I constantly share their articles, content, videos, etc…  And you know what?  They do the same with my articles, content, videos, etc…  I don’t expect it.  But they do it.  And when they do, I’m humbled… and flattered.  And by doing this we are increasing our “social circle”.
       
3. LISTEN! And Listen Effectively! Have you ever read “The 7 Habits of Highly Effective People”?  If not… I suggest you do.  If you have, you’ll recall that Dr. Stephen R. Covey devotes all of Habit 5 to the fact that we have twice as many ears as we have mouths, and that we should consider this fact. Listen. Hear. Understand. That’s the big secret transition point inside the 7 Habits. The same applies to social media.What do THEY talk about?  What do THEY share?  Go ahead and post random questions.  Balance it between business related questions and non-business related questions.  Get them to respond and comment.  Allow them to vent.  Listen, understand, and learn from what they have to say.  Try asking “Good Experiences/Bad Experiences” questions where your particular business or industry is concerned.  Ask questions that have absolutely nothing to do with your business at all.
      
   Green Mill Restaurant and Bar, headquartered in St. Paul, MN with 28 locations in 4 states, is an excellent example of this.  And no… I don’t get anything for mentioning them.  It’s just that as I watch their approach to the use of social media, it’s an EXCELLENT example of how it’s supposed to be used!
      
   For example, as recent as today, Green Mill asked this question on their Facebook page: “Just finished watching Heroes on DVD. If you had a super power what would it be? Ready. Set. Go!”  Here’s another question they asked a few days ago: “Hey sports fans, you can only watch one sport for the rest of your life…football, baseball or hockey?”   These posts and questions show up in the news feeds of their followers.  Green Mill engages their followers.  They get their followers to comment and interact.  They have fun!
      
   I’ll tell you… it works.  Sure I know that Green Mill exists.  There’s an abundance of restaurants that exist where I live.  None of them stay first and foremost in my mind.  One day, while working, my fiance’ asked about lunch.  At the same moment I happened to notice my Facebook news feed update itself on one of my monitors.  Included in those posts was a random post from Green Mill.   I don’t even remember what it said… except that is was about an upcoming ball game or something.  All I know is that I’d instantly decided where we were going for lunch.  I posted a response about indicating such and I received an immediate response back reminding me to “Print out our coupons and we’ll make sure you have a great meal and an enjoyable time!”
      
   I remember thinking to myself, “They really have their act together!”  They “personalized” the experience with just a few words.  This is how you use social media effectively.
      
4. Share interesting content that is unrelated to your business. Remember my first point about getting to know your fans and followers?  One of the reasons why this is important is so you can pass along content that will be of interest to THEM and will “engage” them.Do some of your followers enjoy NASCAR?  Hunting?  Fishing?  Sailboats?  Italian food?  Go find interesting articles, videos, or posts about those topics and share them on your wall or in a “tweet”.  So you don’t share the same interests?  Remember… this is about THEM… not you.
      
   By posting content that is of interest to your fans and followers, you’ll keep them engaged, bring them back to your Facebook page or your Twitter account and when the time comes and they’re ready to do business, who do you think they’re going to remember?
       

There’s a reason people have chosen to “Like” your Facebook page, “Follow” you on Twitter, or taken the time to comment on your Blog.  Don’t blow that opportunity.  Nurture the relationships you’re building online.  Listen.  Be sincere, honest, approachable, and available.  You’re trying to build trust in a cold, faceless, environment.  Be real.  The rest will eventually fall into place.

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Going Social - It's ALL About Relationships... and Trust

Here’s a sneak peek at Chapter 8 from my new book entitled “Going Social – Business Success is at Your Fingertips”
   

It’s ALL About Relationships...  and Trust

By now, you probably have a good idea that social networking is NOT about “Sell! Sell! Sell!”  Unlike traditional advertising, social networking is more about building and maintaining relationships.  This is referred to as “engaging” your followers.  It’s about strengthening your reputation, improving your brand awareness, and building trust.  Whether it’s online or offline, building trust is, without a doubt, one of the most challenging aspects of business.

   

I think we’ll all agree that building trust offline is much easier than it is online.  Sure, it may take a few face to face meetings and some phone calls but eventually that trust is built, that person becomes a customer, client, or donor, and the relationship has been formed.

   

Building trust online can prove to be a bit more of a struggle, although it’s not impossible.  There are several things you can do to help in this area.

1. Put a face to the name. It’s very common to want to show your logo, your products, your store, your show room, etc…  Avoid this if at all possible.  The first point of contact should always include a friendly face.  It will go a long way in helping build a rapport with your followers and future customers, clients, and donors.
      
2. Make yourself accessible. Completely fill out all areas of your various profiles and include a variety of ways for people to contact you.  The quicker someone can access your contact information, the more inclined they’ll be to communicate with you.
       
3. Respond… and respond QUICKLY! Not responding in a timely manner or not responding at all will quickly damage your online reputation and set you back in the “trust” department.  This is your golden moment.  This is your opportunity to engage and “personalize” the relationship.  Don’t blow it by failing to acknowledge or by responding with an obvious “sales pitch”.
       
4. Be honest and sincere. Don’t be afraid to admit that you don’t immediately have an answer to a question or a response to a request.  Respond immediately anyway.  Acknowledge them and let them know you’ll get back to them with a response or an answer once you’ve obtained it.
       
5. Be helpful. Now this may throw some of you for a loop and have many of you scratching your heads, but pay attention.  It works.  BE HELPFUL.  Do NOT be afraid to share the information of others.  This includes your “competition”.  Of course you should use a little common sense.  Obviously you’re not going to post links sending your visitors elsewhere to purchase something if you can provide it for them.  On the other hand, consider doing this if you can’t meet their needs.  Believe me… they’ll remember you and will not stop attempting to do business with you.

I will often post links in response to questions which take my followers to articles others in my profession have written on a particular topic.  And you know what?  My “competitors” do the same in return.  This helps build trust.  We’re human.  We’re not “know-it-alls”.  People get it and they’ll respect us for our honesty.

    

Remember you’re building a reputation and trust in a “faceless” environment.  Often the approach you take online needs to be a little different.

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Going Social - Refuse to be Overwhelmed

Here’s a sneak peek at Chapter 5 from my new book entitled “Going Social – Business Success is at Your Fingertips”
   

Refuse to be Overwhelmed

It’s easy to allow yourself to get carried away as you research, read articles, and converse with others on this topic.  You’re inundated with websites and buzzwords.  You’re advised to “Like” this, “Tweet” that, “Share” here, and “Connect” there.

Today, there are more than 200 websites that fall under the category of Social Media.  This does NOT include online dating or gaming websites.

So where do you start?  This is where it can get a little tricky and overwhelming.  That’s where you’re going to find yourself torn in a number of different directions depending on who you talk to.  Your decisions, direction, implementation, integration, and launch are all going to be dependent upon your business, your audience, your habits, and your overall goals.  There’s no “one size fits all” template for this.

There ARE some basic rules and fundamentals that are applicable to everybody.  From there, it’s going to be as unique as a fingerprint.

That’s why you’d be doing yourself a disservice by listening to the advice of a novice, or trying to copy what your competition is doing. Large corporations make the mistake of turning their social media efforts over to a “part-timer” or an intern.  WHY in the world would you want to put some of the most important marketing and customer service tools in the hands of someone who’s just learning it themselves or who won’t be there for the long haul?

Perform an Internet search for “social media for business articles”.  Read five or six different articles.  You’re going to get five or six different opinions on what you should do and the direction you should take.  Are you really qualified to determine which one of those opinions is going to be best for YOUR business?

That’s why I believe it’s so crucial to get a professional involved.  You need the help of someone with a successful history in the internet marketing industry.  You need guidance from someone who has an in-depth understanding of all the tools out there and can help you select the right ones for you and your business.

As I mentioned earlier, I’ve always been an advocate of “baby steps”.  If there’s ever been an environment where I feel it’s necessary, this would be it.  You can’t do it all at once.  It’s impossible.  You can’t spread yourself too thin.  You also have a business to tend to… remember?

Rather than become frustrated and allow yourself to be overwhelmed because you feel like you’re behind, simply make the decision to start.  It’s not too late.  Remember this… every day that you wait you’re losing ground.

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