Category Archives: Personal Publicity for Executives

Come out from behind the brand and start operating like Sir Richard Branson…

 if you want to see your business’ social media program succeed.

As you probably know by now (or are just starting to hear), a robust social media and general web presence has become a must-have for professionals who are looking to support the success of their personal as well as their own company’s online marketing and publicity strategy. Professionals (corporate leaders to politicians or artists to small business owners like me) now need to focus on social media thought leadership, public relations and reputation in order to compete for new and future business, career advancement opportunities, and even mainstream media attention.

A 2013 article in Social Media Today (10/15/12) by Sean Royer (CEO of Minneapolis-based Internet Marketing Agency SyneCore Technologies) discusses the latest IBM Study (2012 Global CEO Study) that surveyed some 17,000 CEO’s on the subject of social media usage and engagement.

The study found that only 16% of the CEOs currently participate in social media (I was not surprised to read that!). For many executives, (their own personal) social media public relations effort is one of the least-utilized methods of customer engagement–or for marketing and increasing the visibility of their business brand for that matter. The Study also found that social media will likely become the #2 way to engage customers (57%) within the next five years.

So what’s the bottom line? According to Branson, “Whether you are launching a start-up or leading an established company, you should start establishing your social media presence if you haven’t already.”  Read the article

Over the last 10 years in particular, I have found that most busy professionals (at least 75% of those I meet), simply do not have the know-how, ability and or (mainly) the time to stay on top of the production of personal content, building of network and targeted audiences, engaging and responding to people or monitoring social media activity as it pertains to her own personal or business brand and industry, (etc.)

While internal company brand marketing or public relations managers might be able to take care of (an executive’s) personal social media presence, I have found that most just do not have the bandwidth to do this. And it doesn’t really matter if it’s within a large or small organization. Then there are those professionals who might also be in career transition or those who do participate, but perhaps have not had the success they wish they could have in social media channels.

We all need to remember that social media was built for people to communicate and publicize to other people. Facebook was not built for Pepsi to market to consumers. It was built for individual people to communicate with other people on a mass level. The whole marketing of the “non personal” brand thing came along and everything got very confusing. Read the article!  Richard Branson (among other executives, like Dell and Trump) have gotten it right and got it right from the onset of Social Media. Now it’s time for the rest of the professional leadership world to step in and stop hiding behind the brand–for the good and the growth of the brand. Why wait five years or more. It takes time to build a personal social media following and thought leadership. There is no magic to it, just dedication and work.

I’ve been working with executives for years on personal branding, but mainly on a publicity and promotional level (from job search to business development to press/media placement). Social media has provided us with a new and improved personal publicity channel. However, there is a fine line to walk when it comes to personal social media publicity (promotion) and engagement–as it pertains to the promotion of a professional brand in a leadership role.

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Executives and Professionals…welcome to the Engagement Economy

This month, PRWeek published the findings of the 2012 C-Factors Survey that polls leading CEOs and other senior executives to determine how and if creativity is affecting business, globalization, culture and communications. Just as I thought, the survey found that creativity was one of the most influential forces driving our current global economy. 96% of the poll respondents said that creativity is one of the key elements for driving new and continued business growth (18% increase from 2011). Other key findings include:

  • 100% see building winning experiences as vital to business success and take  holistic approach to communication (marketing, advertising and PR)
  • 85% think we have entered an “y” — 96% of the respondents said that creativity is now very critical to economic success
  • 86% view their organizations as now being more creative with 81% believing this to be a continuing trend
  • 94%t of CEOs and CIOs and 92% of CMOs said they will continue to put more emphasis on creative communications initiatives

The new engagement economy is pushing senior executives to reinvent their roles and organizational value–which can be attributed to the whole rise of creativity over leadership alone!  This engagement economy has a lot to do with my previous post: Come Out From Behind the Brand

In my opinion, the results from this year’s C-Factors Survey demonstrate this “new need” for new thinking in the communications (and public relations) area of every business. And the continued traditional marketing and technology merge also includes usage of more and more social media platforms and mobile applications. The bottom line though is that with all these new media factors coming into play, key executives and even other employees must continue to learn how to be more creative and involved in social media as the voice or ambassador of the (company) brand. People connect with people more successfully within social media channels. And while traditional communications (and media) tactics and channels are also still very necessary, the engagement economy will only continue to grow and flourish for the benefit of business growth!

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Social Media: Not Just Another Sales Pitch

Nobody likes to be outright “sold to” either online or offline.  Just think of the last time you went to lease or buy a car. It’s not much fun to be on the receiving end of anybody’s sales barrage, whether you’re an interested buyer or not…

Read my guest post on Barrel O’Monkeyz Forum for Monkey Chatter!

Social Media: Not Just Another Sales Pitch | Barrel O'Monkeyz Forum for Monkey Chatter


 

The Art of Social – NEW Media

It wasn’t so long ago that uttering the term “social media” conjured images of pubescent teens, young adults, and doting grandparents posting about their mundane daily activities and posting their even more run-of-the-mill snapshots to Facebook, Twitter, MySpace, and a host of others. Seems as though anyone with a digital camera, internet access, and time to spare could become a social media maven.

Then, buoyed by the success of sites such as LinkedIn, along came marketing and entrepreneurial types who saw the business advantage of having a strong social media presence. Presto! The notion of social media as a haven only for friends and family was transformed into something much, much more.

The social media or NEW media space is now a place where business transpires, reputations get built, brands mature, products get launched, and buzz is either generated or squashed.

It’s gotten to the point where I’m beginning to wonder if everyone should or even can learn how to use it, or at least use it effectively to achieve their desired professional or business branding results.  Think about it, the entire world does not know how to effectively use television, radio or even print media. It cracks me up with this whole mad-dash to “learn how to use” social media.

A friend of mine is a realtor. She markets and sells real estate. How hard can that be, right? Like anything, if you have an interested buyer, selling is easy. Problem is, you rarely reach interested buyers without great effort, and you’re even less likely to close a sale unless you know what you are doing. Expertise and experience are valuable in professions such as real estate. They are becoming equally as important when it comes finding success in social media.

My realtor friend recently took a class on how social media could extend her real estate selling efforts. The result? She felt overwhelmed by all the information and possibilities, so much so that she couldn’t grasp how social media could work for her business. She began to question whether she’d get any return on a social media investment. Wouldn’t it be easier, she wondered, just to stick with the tried and true of what worked in the past (handing signs, listing on MSL)?

Possibly, at least in the short-term, but easier doesn’t always mean most effective. You can rest assured that most of her competitors will seize upon social media as yet another tool with which to reach out to buyers, and that buyers/prospects will come to expect and appreciate the two-way communication street. Simply put, people will wonder “what’s wrong” when a realtor (or any other business for that matter) has no social media presence, and those who fail to embrace social media will be at an immediate disadvantage—just like businesses and professionals who still have no (or a less than standard) Web site presence.

At a minimum, companies need to realize the power of investing in the online personas and social media presence of the people behind their products/brand. This is even more important for SMALL business owners as well as professionals (on a personal professional level).

Why? Because people tend to buy from small business if they can get up close and personal with the people behind the brand.  The same goes for bigger brands. I love to “get into the head” of Michael Dell or some of these other high-ranking executives ready and willing to be even more up-close-and-personal with their customers (and fans). What better way than to use online social media channels to put the people and leaders behind the business scene front and center?  I have to say that I follow a number of small business professionals online with whom I share interests. Guess who I turn to when I’m looking for a particular product or service?

It’s certainly hard to deny the power of social media. Perhaps it’s just a matter of harnessing that power and putting it to best use. That said, can social media training for everyone be far away?

Back in the mid-1990s business owners and professionals scoffed at MS Windows, MAC OS, and “Web site 101” type training, but eventually most caved—either by receiving direct training themselves or by hiring someone with the experience and expertise they were missing to do the work!  Again, social (or NEW) media is really no different from mastering the use of television, radio or print media.  For the most part, the owners or chief officers of companies/brands don’t produce television commercials on their own.  They hire an agency or the production is led by someone in-house who has the training and expertise.

Where do you fall in the spectrum from social media novice, to do-it-yourselfer, to expert?  

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Personal Online and Social Media PR for business executives, professionals and public figures–a new competitive must-have

In today’s new social media and online environment, it’s more important than ever before for the executive suite to small business owner to speaking dynamo to develop and maintain online PR.  Personal public relations–as well as personal branding must beyond the general marketing or launch of a particular service or product brand.

Most new business owners and operators approach this (area) completely backwards–still expecting the company, service, brand…whatever it is to perform on its own.

On new media age, demands executive, business and even political leaders to take the necessary steps to be more in front of consumers and other businesses on a daily basis.  The social media channels and search engines have given business leaders a golden opportunity to get in front of their audience at a much faster pace (over the typical press/media briefing,  print article or even television interviews–not to mention the basic business letter).

Putting a consistent online Personal PR strategy in place along with up-to-date personal branding  is a must-have for just about every executive business manager, leader or owner.

Online Personal Professional PR must include the following to establish and continue to establish the company or brand’s credibility and general PR:

  1. Building a strong online social network audience (target following – in networks that matter to the business/industry)
  2. Creating a strategy that will cultivate followers (SEO development and online network updates to utilizing e-mail, press releases, articles)
  3. Engaging with the targeted audience  (listening and responding)
  4. Sharing knowledge (Pay-it-Forward and “think like Oprah”)
  5. Keeping an audience “glued” to the company brand from a reality perspective–tell quick stories, ask questions (good example: Michael Dell http://twitter.com/MichaelDell)

Naturally this concept is very new, it won’t happen overnight. But personal professional PR (on and off-line) is the wave of the future. Those who are partaking now (even in baby steps) are certainly way ahead of the marketing game.

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A Social Media education: Most people just don’t know what we don’t know!

“My middle-schooler created her own Facebook page . . . How hard can this social media thing really be?”

I wish I had a dollar for every time I’ve heard someone say this or something similar.

When it comes to the use of social (or NEW) media, most people just don’t know what we don’t know!

Quite correctly, it is easy to set up a Facebook or Twitter account or virtually any other social media account. You navigate to a web page, add some information, create a profile, hit a few buttons and within minutes you’re chatting with friends, updating your status, and discovering who likes what books or TV shows or whatever else someone chooses to share. YES practically ANYONE can do it. . . and practically EVERYONE does (at last count Facebook had 600 million active accounts worldwide).

But is that all there is to social media? Hardly.

Many companies, from corner convenience stores to Fortune 100 giants as well as senior level professionals, executives and celebrities, use social media quite effectively to aid their marketing efforts, develop or enhance their personal or business brands, and create publicity and buzz.

It’s a relatively level playing field, as long as you know what you’re doing. Of course, therein lies the dilemma.

Exchanging updates and pithy quotes with friends does not a social media strategy make . . . at least not if your goal is to position yourself as a thought leader in a particular area of expertise or to engage in conversation about the value of your product or service to consumers.

To do that, and to do it well, you need a social media strategy that keeps you front and center and on message, as well as a tactical game plan for how you will implement, sustain, and refocus efforts as necessary to give your social media strategy legs.

So while practically anyone can start “sharing” online, including you or your middle-schooler, more than likely you won’t know what you don’t know.

• What can you reasonably expect to gain through social media? What results are you hoping to achieve?
• What social media sites should you join? How can you decide?
• What tools will you need to optimize your activities? What’s available and how do you avoid becoming a 24×7 slave to social media?
• Do you know how to operate within the confines of social media “etiquette”? Do you know best practices and what’s acceptable and what’s not?
• How will you use social media to demonstrate value so that customers and prospective customers want to engage in conversation with you?
• How frequently should you add fresh content?
• What will you discuss? How will you say it? More importantly, why will you discuss a particular topic?
• How will you invite others to join the conversation . . . and what do you do once they join to keep them engaged?
• How can you ensure your content is something people will want to keep and share with others?
• How will you measure the response?
• How will you know if you are successful? How many fans or followers do you need?
• If your social media efforts are not meeting desired results, what can you do to improve performance?

Social media success depends on a Social Media Publicist/Manager—a specialist trained in optimizing social media activities and maximizing efficacy—to see what’s working/what’s not working on a daily if not minute-by-minute basis. It takes a human mind and not just another computer application to make judgments on what makes good content, what stories to promote, where to promote them and when, and how best to connect with a target audience.

As a business owner, executive, or solo professional, you owe it to yourself, your business, and your customers and prospects to recognize what you don’t know about social media and bring in the experts to help you rise above the clutter and begin reaping the benefits of greater brand equity.

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Social Media Publicity vs. Social Media PR

I have decided that I am a true “micro-blogger”—not a  blogger.  Obviously (AS YOU CAN SEE), I do not post a lot on this blog.  This is mainly due to the fact that I am a “PR producer” first and foremost. My thought leadership (and opinion) usually happens in quick bursts (not in long article format)—throughout the day as I am working on other people’s PR strategy and tactical management. I’d rather update or tweet—I am, as they say, obsessed with Twitter anyway so it works for me along with Facebook, LinkedIn, Plaxo, Foursquare you name it. However, I do like to talk so blogging will still come out of me from time to time (including Blog Talk Radio – I have a program there as well – time to get back to Blog Talking!). I work with a lot of writers in my agency, so they also help the creative juices to flow out of me on the blogging end… or at least I will press them to do so more often!

A lot of my clients do like to write blogs (I love to edit so that must get my blogger side fulfilled?). Some of my client’s blog mostly due to me pushing them to do so, but I really only push the ones that I think have that certain “blogger mindset.”  Blogging is a great form of social media PR and excellent for search engine placement/optimization (link building).

Some of my clients have PPC ad campaigns already running upon hiring us. We usually  wean some of them off of these (this is not PR for one thing) once we are able to build a better social media PR strategy for them and get a leg up on daily tactical placement and management.  We usually can get page ranks up much higher or equal to that of their PPC ads on the organic end within the first 90 days we begin working with them. Organic Social Media PR is what I LOVE to go for on a continued basis. Yet, most people don’t realize that this takes work, dedication and constant engagement. So many clients tend to look at PR in the same way as advertising or marketing and tend just want to hand it all over and never without saying a word. Social Media PR, in particular, can’t work that way.  Hiring a PR firm also means letting go.

I just re-read a short blog post by Seth Gordon (circa 2009): The difference between PR and publicity.

He wrote:

Publicity is the act of getting ink. Publicity is getting unpaid media to pay attention, write you up, point to you, run a picture, make a commotion… Publicity is not PR. ….PR is the strategic crafting of your story. It’s the focused examination of your interactions and tactics and products and pricing that, when combined, determine what and how people talk about you.

Read the whole post (it’s not long), but he goes on to say:

In my experience, a few people have a publicity problem, but almost everyone has a PR problem. You need to solve that one first. And you probably won’t accomplish that if you hire a publicity firm and don’t even give them the freedom and access they need to work with you on your story.

AGREED SETH, AGREED. Thank you for making that clear—albeit two years ago, it still holds true today!

Now, here’s my re-examination of his (very to-the-point) explanation of the difference between publicity and PR as it pertains Social Media–since, again I do and always have been of the opinion that Social Media PR is/should be included in on the “traditional definition” of PR:

Social Media Publicity is the act of getting ink. Social Media Publicity is getting unpaid media (as people who read you beyond your ppc or banner ads) to pay attention, write about you, point to/share your thought leadership, run a picture, make a commotion… On the other hand, Social media PR is the strategic crafting of your story.

Social Media PR is the focused examination of your interactions, tactics, products and pricing that, when combined, determine what, why and how people talk about you (or your company/business, etc.). You need Social Media PR strategy to get PUBLICITY.

Few people have a social media publicity problem (as long as they “speak up” online they have publicity), but almost everyone has a social media PR problem (once again, key words are not the end all, but a very small part of the social media PR equation). You need to solve that one first—that is–your Social Media PR problem. You probably won’t accomplish your social media PR goals if you do not hire a publicity firm* and you don’t give them the freedom and access they need to work with you to develop and execute your best social media strategy. Everyone should strive for lasting social media publicity. Yes key words are fine, but once you get them to “click over” what are you going to do to get them to stay and talk to you or about you?

* This does not include social media coaches, SEO or PPC experts—PR strategists and tactical managers all offer all of this expertise on top of everything else. If you  want to hire a PPC or SEO expert that’s fine, but just don’t leave out the PR expert who knows both traditional and social media PR.

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Social Media/Online PR for Business Promotion–Don’t Try This at Home…

…if you don’t have the time or experience to produce and manage it (best to leave it to the traditional promoters and publicists of the world).

Online/Social Media is the reality of our world these days–it truly is “new media channel” for personal and business PR, promotion, marketing and advertising. It has also become one of the best new tools for job search and recruiting.

There is absolutely no shortage of social media coaches, seminars and books on this new hot topic. However, these particular platforms can usually only provide a short-term solution or even simply overwhelm those who are new to social and online media production and management. Unfortunately the real work comes into play after the meetings and workshops are over! Social media strategy is one thing, but the implementation and management of it all is a whole other job in itself.

While many companies are slowly embracing this fact (hiring social media managers to work alongside marketing management), most business people may not think of outsourcing this new and very constant personal professional business task!  If you think about it, this type of service may not be so much of a luxury these days, but really MORE of a necessity especially for busy professionals who know they need to be more in tune with their personal online PR and reputation management and who do not have the ability or time to concentrate on it all–above and beyond their core business tasks.

I recently commented on a very good blog post by a “social media expert” who wrote about the five key success points of social media management (or something along those lines). While I agreed with most of what she wrote about, I did not agree with her in regards to the fact that since social media should be handled personally by the person or business that chooses to participate in this new media channel. I commented to her (on the blog) that this “rule” of social media production and management should not always be the case—and for the majority of people who are using online or new media to promote their personal professional brand, service or products.

Social media is no different from traditional media and if you want it to work and provide the best results (ROI), you better have a background in PR or marketing, the experience and ability to produce creative and engaging collateral, the ability to handle crisis management issues (that happens more and more now with new media being so wide open) and the time to manage it all on a consistent basis—or it will absolutely do NOTHING for your personal brand or business.

It’s a shame that there people out there getting other people to believe that a quick seminar or coaching session will help them learn how to be more in synch, and in tune with social media (for their own professional or business brand) and that just because “social media” is based in such an open type of forum (over traditional media), that they MUST produce and manage it all on their own. Even Reality T.V. programs are produced and directed by other people (kidding, but true). Just because social media is online it should not give people the license to think that they can or even should try to handle their online Personal PR initiative—and whether it’s for their own personal or business brand. If also takes a lot of time and effort and it really is a whole other job that should not be taken lightly.

With close to 25 years of PR/marketing experience, I’ve evolved my own professional/business brand into the production and management of social (new) media as it started to surge in the early 2000’s, but I also didn’t dive right into it as an expert! I slowly submerged into it. Believe it or not traditional publicists and marketers are still catching up and trying to infuse new media in with traditional practices. Then there are all the new “social media experts” who usually have limited traditional and basic PR or marketing experience—no one is an expert. Social Media or Online PR as I like to call it is NEW and things change every day–its growth is unprecedented. If anything, the expertise is really more about the ability to stay on course and change and adapt as new techniques, tools and platforms change or come into place and then continue to develop, build and manage it to ensure it creates a return on investment. The expertise falls into place from there.

Staying on top of all the learning and tasking can be overwhelming for most business people–which is why personal web/social media managers can provide a very necessary service to support business professionals in a similar manner to how most celebrity, government official and company brand personas are handled and represented on the web. I actually think that most businesses and professionals need web and social media managers even more so. Many celebrities have the down time to manage their own social media and online PR, but most do not. Being online in a professional manner is also about maintaining reputation and image—which is what a publicist or third-party should always handle as it is.

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LINK BUILDING and Good Content…essential for online/personal PR results!

Too funny, I used my cool new WordPress App on my BlackBerry to write the original version of this post.  The App is great, but (1) I am not used to writing a blog post on my phone (too small of a screen?) and (2) the App is way to fast, I thought I had saved it as a draft, but it posted.  So this is the redo of the original WordPress Blackberry App post (ahhhh the power of technology…).  Okay back to what I wanted to say…

I am ALL ABOUT LINK BUILDING. Content is KING if you are looking for online marketing RESULTS.  Honestly, I have always known this… the key word, meta tag thing just old-fashioned, I mean we still need it (especially in social sites like Twitter), but it’s  really a gamble if you’re looking for search engine placement on an organic level.  Buying the key words will get you the results, but as more people start driving the price of the key words up you will need to pay more and you really don’t have to do that.  Continuing to build your CONTENT.  Think about all the other people using the same exact key words. How do you compete with that?  So the more you post up in the form of articles, blogs, tweets, press releases, photos and video the more content you create and the more votes of confidence you earn from the search engines. The more votes of confidence, the MORE you will be seen and found online. It’s pretty simple, yes, but remember that content must have merit or your audience will not remain.

I have read an incredible eBook (which will be now known as my Link Building Bible) by Back Link Building Guru, Mark Collier. His “Link Building Mastery: How to master the art of link building” provides 86 powerful link building strategies to build thousands of high quality back links to send your site to number 1 on Google (and then some). According to Mark: “Everyone knows that back links are one of the most important search engine ranking factors.” Yet again, the quality of the content is the first priority— and in my mind’s eye quality content is the baseline of online publicity, but without back links your content and your website will never be found.

The Link Building Mastery eBook is a fantastic do-it-yourself guide to will learn how to get:

* Better placement on Google
* More search engine traffic
* Direct traffic (to your website or “main hub’) from people clicking on your links
* A better online reputation
* More direct sales or interest as visitors who come from links pointing to your site are far more likely to buy from or hire you.

Get Mark’s book – a great guide, great read. Well done! If you need a good “go-to” plan, it’s a fantastic ($47) investment!

One last note: The ability to work and communicating online,  does not equate to an ability to market and promote online. This mentality drives me nuts. I drive a car, but I am not a mechanic. Follow me?  The social media “how-to” books, seminars, and coaching service are fine, but my opinion is that if you usually do not handle your own publicity, writing, marketing or promoting and/or you do not have the ability or the time to do what it takes to build and then maintain all of your web content (including websites, blogs, articles, press releases, tweets, updates/micr0 blogs) then it might be a better idea to bring in someone who knows how to connect the dots.  I’m just saying…

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Social Media = NO quick fix for instant results–please give it time and stay the course to build lasting results

Social Media IS very PERSONAL (PR) in my book — and the best and easiest way to find an audience and one that you want to be following you (whether it’s one million or one hundred).  But it’s not a guarantee of total and ultimate success.  Social media, online media/PR–whatever you may refer to it as, is another (albeit) new channel of marketing, promotion and public relations.

If one more “social media guru” comes to me (or one of my clients)  with great promises and illusions of social media grandeur (remember fad diets in the 90’s –and all the  “lose 20 lbs a week” promises?) i.e.  “Sales will flock to you…” or “New Customers Guaranteed…” a  I am going to scream.  Moving publicity and marketing into a social media venue is no different from any other traditional marketing venue.

Marketing and Advertising–in the traditional sense–is never guaranteed. You need to give it time/frequency and you need to find the right messaging or offer, but even THEN you are never guaranteed that your specific campaign or ad will rake in the big numbers or the ever-loving ROI that ever marketer, business owner and CEO strives for.

Marketing/Advertising and striving to find the right Publicity venue is a commitment and it TAKES TIME to flourish.  In order to see the numbers you must invest in it and stay the course. Again, remember when people were jumping on the fad diet bandwagon – looking for quick results, but only end up stopping because the RESULT DOESN’T COME FAST ENOUGH?  The same is happening with social media and networking.  So many people jump in gung-ho and only stop when they don’t see those “promised” amazing results and ROI. Does anything in business happen in a flash of a second? Especially as it pertains to marketing and advertising? I can’t tell you how many marketing programs I put together for the organization I worked for in the late 80’s that didn’t pull in the results we wanted.  No results though meant putting the brakes on one campaign and trying another–we never stopped.

Social media/online marketing is not a magic pill that will produce results in a matter of months or even years. It’s NEW media–we are all still LEARNING how to use it!   I wish all the Social Media guru sales people out there would just stop promising buyers things that they cannot guarantee. Yes, they may pull in the sale, but in the end (after about 2 or 3 months) the  “promised result time” comes along and their new customers throw up their hands in disgust and throw fireballs at the Social Media Gurus and Social Media itself (makes my life hell).

Come on!? Does the LA Times promise a “Guaranteed ROI” on the $250,000.00 ad they may sell to Disney or Pepsi?  No,  I don’t think so. So why then is social media production sold with so many false promises and  guarantees of great results? Drives me NUTS.

There is MUCH more to social media then the perfect Key Words or “Call to Action.” Can you ever do that? Really? Think about it…

For instance, I just got this bit of jargon in my in-box today (they wanted me to “take a look at what they can offer my company”–do they read?):  We will create a presence for you {on the social networks} that delivers new customers and sales. Each one will be built around a strong call-to-action and will be professionally designed so that the first impression is a lasting one. All three will also be optimized for search within each network. This means that when someone does a search, you will be coming up in the top results.

While I cannot  say a lot about their whole approach to social media production and management, but who has the right to proclaim that they will “deliver new customers”?

Social media is an investment that has really no guarantee unless you stay the course and continue to build your audience and shape your messaging.  Take the time to figure out what works for you (personally) or your company because there is no cookie-cutter formula, but there are some basic things you can do that are generic to every social media campaign/strategy.

Stay the course and devote time to your social media plan, try different things, stay with things that work,  and don’t expect it to ever become automated or viral either.  Sadly the things you see and hear about viral marketing campaigns are not as ordinary as most people would like to think (kind of like winning the lottery – well maybe not that low of odds, but close).

Think back to our traditional PR/Marketing days–and those traditional strategies we still use to this day.  The ROI on a print mailing is usually about 2-3%.   So why, pray tell, does everyone expect social media to be any better or different?  Sure the hits will look like a higher ROI many times, but in the end isn’t it all about the balance in your bank account? Again, there is no quick fix, but give it time and your bank account will benefit if you stay the course because we have only just started!

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