Social Media – Page 3

Get These Pinterest Tips for Your Business and Get More Sales

March 19, 2014 Beth Devine

Pinterest is where people gather content. They’re window shopping for images and items they like. Facebook is where friends congregate. They visit to share their own photos and the cute cat videos they find.

Fortunately for all the cat lovers, you can find cats and lots of great stuff on Pinterest. It’s fun to shop around on Pinterest; you get great ideas, find inspiration and entertainment, and end up finding something you just have to have.

Marketing your product or service on Pinterest means putting your content in the virtual hands of window shoppers who are becoming buyers at a growing rate.

A Pinterest pin now generates an average of 78 cents in sales, a 25 percent increase from the end of 2012. What’s more, a pin continues to drive pageviews and sales for months after it’s pinned.

A pin has an average of more than 10 repins. Compare that to Twitter’s 1.4 percent rate of retweeting.

Pinterest also causes “reverse showrooming,” where people browse online before buying in the store.

Let’s get started with these Pinterest tips for your business because you don’t want to miss out on the potential for more sales.

1. Your Pins

Make it easy for visitors to pin from your website. Get a Pin It button if you don’t already have one.

Create a pin for all your blog posts. PicMonkey is a free and simple online image editing tool, complete with tutorials and editing ideas. Don’t forget to add your business name somewhere on the bottom of each image.

When you add an image to your media library on WordPress, the title you give it becomes the description of your pin. Make sure it includes words that describe the image and will help pinners when they search for related things.

If your pin is an item you’re selling, simply add the price with a dollar sign next to it and it will automatically display below the image when the pin is clicked on. With a dollar amount assigned to it, the pin also appears in the gift category.

Early morning and late evening are high-traffic pinning times, so pin yours then when possible.

2. Your Boards

Besides the pins you pin from your website, you should find interesting images to pin from outside sources. The next time you bookmark something on your computer, consider if it’s something you could include on one of your Pinterest boards.

You can repin from the boards of other pinners who gather content you’re interested in. Find and follow other pinners and boards to browse from.

You’re now a content curator, someone who collects, organizes, and displays information around a particular theme. Use this to showcase your brand’s uniqueness. Show the human side of your business with board themes that reflect who you are.

3. Your Audience

As you select content to pin, remember your audience. While a large segment is female, studies show that men are a growing segment of the Pinterest audience.

Think about the popular topics and try to make your pins work with what the audience wants. The category list will also give you insight into how your topics can be searched. You can find these by clicking on the upper left button that gives you a drop down menu of options.

Most importantly, remember to make it fun! Pinterest is a place for entertainment, so even if you’re sharing information, try to make the pin light-hearted.

4. Your Business

If you haven’t already joined Pinterest, join as a business account, or convert your page to a business.

Once you’ve done that, verify your website on your Pinterest page. With verification a checkmark will be displayed next to your URL in your profile. Use this WordPress plugin for your WordPress site for easy verification.

You can enjoy Pinterest analytics as part of being a verified account. Find the analytics by clicking on your profile name in the top right corner of your Pinterest page.

Optimize your website for conversion by adding a call-to-action button. Be sure to do this on the pages your pins are driving the most traffic, and particularly the pages that feature a product you’ve pinned.

Get pinning for your business today. You can start with the badge at the top of the page!

Want Your Website Found? Then Give Your Audience Control

March 11, 2014 Beth Devine

The internet search engine is the new yellow pages. This is where your audience is looking for you and wants to connect.

You need to adopt a content marketing strategy that gives you front page results.

Content marketing is the key to getting your website found. It’s giving away valuable and free information that your audience is looking for.

It’s the new USP, or unique selling proposition. Whether you decide to focus on price, product, placement, or promotion – the “four P’s” of marketing – the way to sell it is with content marketing.

How to Stand Out from the Crowd

Look around you. Are there any truly unique businesses? Which clothing retailer, grocery store, office supplier, tax preparer, or plumber is a stand-out, one-of-a-kind business?

The way to distinguish yourself from the competition requires more than identifying your message or your unique market position. You must market your message in a way that gets you found. Content marketing is your leverage point.

You have to sell your brand by creating continuous content. This continuous content serves the needs of your audience by giving your audience what they want to know.

Give Your Audience What They Want

Why is this so important? Because “the audience wants control,” as Kevin Spacey said at the Edinburgh Television Festival.

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What Netflix understood about “The House of Cards” is the principle of content marketing. Give your audience control and they will be more likely to find and choose you.

Your audience wants to choose what they read or watch, when they read it, where they read it, and how they read it.

Give people the power to make these decisions and “they’ll more likely pay for it rather than steal it.” By creating continuous content that is free and valuable to your audience, they are more likely to become your customer.

The big question is who. Who will they choose to buy from?

The who is determined by who they find when they search online. If your business has content that answers their questions, then your business will be in their search results.

Next Step: Get the Word Out

There is a new publicity engine in town. Social media is the free mouthpiece for your content. A solid social media presence will help spread your message.

“The audience has spoken. They want stories.” Spacey’s description of film and how to classify it is a great analogy for content marketing.

“They’re rooting for us to give them the right thing. And they will talk about it, binge on it, carry it with them on the bus, and to the hairdresser, force it on their friends, Tweet, blog, Facebook, make fan pages, silly GIFs, and God knows what else about it, ” Spacey said.

“All we have to do is give it to them.”

Get your website found and give your audience control with content marketing. If you need help, Web Savvy superheroes are here to the rescue.

What in the World is a +1 on Google Plus?

February 19, 2014 Beth Devine

The Google plus +1 is not a Facebook like. It’s not a Twitter favorite. It’s nothing like the love heart on Instagram, Pinterest, or Vimeo. And no, it’s not like a thumbs up on YouTube.

What is a +1 then?

The Google plus +1 is so much more than your stamp of approval. It’s inherent ambiguousness – it’s not a word or a familiar symbol – opens the doorway to a wider meaning.

Are there times on Facebook when you want to click like, but it feels inappropriate because the post is about something sad or troubling? If you’re looking for another way to express your appreciation for a post, the +1 is how you do it.

Do you want to make a public recommendation because the content is superb, even if you don’t agree with the point of view? The +1 is your vehicle. How about when you merely want to acknowledge you’ve read something directed to you? +1 can signify you’ve done this.

As a simple response that your comment has been seen, the +1 reminds me of Facebook likes. However, +1’s always originate from a human, unlike Facebook likes, which can be bought and can come from spam.

The +1 gets even better.

The Best Thing About +1’s

The wider interpretation of +1’s as compared to other content appreciation signals is far from its best feature. Perhaps the best thing about +1’s is they give you a wider audience.

There are three ways this can happen.

1. As a recommended search result.

Your name might show up in the Google search results of people who have you in their Google+ network for content that you’ve +1’d. This demonstrates how powerful growing your Google+ network can be.

3. As a recommended post.

When your post is +1’d by someone, it can appear in your Extended Circles streams. This means the people who’ve circled you, as well as the people who’ve circled them, could end up seeing your post. The Google+ post header would read: “(Your name) +1’d this.”

3. In an advertisement.

Your Google+ profile picture and name could show up in ads. When you +1 a brand or brand’s content, Google could use this in their advertisements on other web sites.

You can choose to opt out of this by going to Settings at the bottom of the drop-down menu on the left side in your Google+ account. Once there, find Shared Endorsements and uncheck the box that reads “Based upon my activity, Google may show my name and profile photo in shared endorsements that appear in ads.” Be sure to click save.

Want to know one more cool thing about the Google +1?

The more +1’s and comments you get, the greater chance you will rank higher in search results. That is to say, there’s not a cause and effect relationship, but there’s a direct correlation. This comes as no surprise when you consider that most content with a lot of +1’s, comments, and reshares are probably quality content.

Searchmetrics tells us,

“Web pages that rank higher in Google searches tend to have more Google+ plus ones and Facebook shares. While having a relevant keyword in the web site domain name or web address now seems less closely linked with high rankings according to new research. And while pages with higher quality content rank better, top brand web pages apparently continue to automatically rank in top positions without obeying the same rules as other sites.”

This is the impact of social media as a content marketing strategy. And it’s not going away. Google+ is a smart place to begin your social media efforts if you want to extend the reach of your brand and your content.

Google defines the +1 as a feature that helps people discover and share relative content from people you know and trust. Using the +1 to engage with your Google+ circles gives far greater results than any other content appreciation features in social media.

The 3 Social Media Giants (and What to Wear to Their Party)

January 15, 2014 Beth Devine

faces of social media — Artwork by Aaron Wood at Just One Scarf.

Once upon a time three giants, Facebook, Twitter, and Google+, were invited to a party. Because giants tend to take up a lot of space, they are naturally at odds with one another on the World Wide Web’s social media gathering.

You’ve heard the term “elbow room” before. These giants are accused of jostling for place while in line for the social media party, their enormous elbows knocking over innocent bystanders. Lying flat on their backs were LinkedIn, Pinterest, and Instagram, strong contenders for front-line passes.

Did you happen to see Tumblr, Vine, and Snapchat make a dive for the door? The party hasn’t even started, and it’s already a madhouse for those scrambling to make themselves known.

Worse still, party followers are arguing about who’s hipper: who’s the best-read, the best-dressed, and the best-selling. The question is clear for each of us who realize that we have to make an appearance at the grand social media affair.

Which party should you attend?

Facebook continues to be the place for friends in the real world to share, Twitter is where you reach out and find others of similar interests, while Google+ boasts a collaborative environment of engagement.

Wait, there’s more. Know how to party with the three social media giants (and what to wear) to avoid utter disaster.

The Dish on Google

As Mashable’s article “Sorry, Google, We Still Won’t Come to Your Party,” scathingly points out, Google seems hell bound on getting users to sign up and engage. Their latest is forcing YouTube comments to be fodder for Google+. Not exactly a party-friendly invite.

The good news, however, is there’s no place like home in Google. Once there, your options are better than any other platform. From your Google headquarters, you’ve got Google +, Gmail, Google Drive, Google Docs, YouTube, Google Maps. Google Play, News, Calendar, and much more.

According to a Forbes article on social media trends for 2014, Google+ “has the second highest number of monthly users” (second to guess who, Facebook). It also reminds us of the ever-looming SEO fact: You either Google+ and rank, or you don’t.

It sounds like an invite you would be crazy to turn down. Dress code lines up with business casual, unless you’re just there to crash.

Facebook Party Faux Pas

Facebook continues to dominate the party with over a billion party goers, but its charm has its limits. Vaguebooking, an Urban Dictionary Word of the Day, is one of the many Facebook annoyances you must contend with when you enter the party’s fray.

Vaguebooking is a status update that’s intentionally vague and designed to elicit a response. In other words, let’s all have a pity party, folks.

Other top Facebook pet peeves include political rants (my personal top peeve), publicizing private moments, and the vanity post, a.k.a. “the selfie.” If you want to be TMI’d to death, Facebook is your party.

A dress code doesn’t exist, as far as I can tell.

Time is Short But Sweet on Twitter

The brevity of Twitter, combined with the capacity to integrate images into your Tweets, makes for a quick and smooth flight through party central. With the aid of Hootsuite or Tweetdeck, your Twitter soiree will be even less complicated.

You can add anyone you choose to follow, tweet to whomever you wish, and read Tweets from lists of favorites. The memorable Tweet, “Twitter makes me like people I’ve never met and Facebook makes me hate people I know in real life,” seems harsh. But it’s hard to argue the truth.

Dress code is what’s trending, same as the fast-paced, timely Tweets.

So Where’s the Party, Really?

The recent Pew Research survey on the top social media sites for 2013 shows that “73% of online adults now use a social networking site of some kind.” The top five in order are Facebook, LinkedIn, Pinterest, Twitter, and Instagram.

Google+ wasn’t included in the survey. It must be due to another harsh truth. Google+ is not simply coming to the party. Perhaps it is the party.

Tell Your Story on Pinterest

January 8, 2014 Beth Devine

Social media is the place to be if you want to be heard. When you share information and tell your story in images, you are communicating in the format that speaks the loudest.

According to a Searchmetrics ranking study, Pinterest pins play a role in SEO ranking. Seven out of the top eight SEO website ranking factors are social media related, with Pinterest coming in at number seven.

Sharing on Pinterest is getting easier as updates are made to accommodate certain pin types and the Pinterest audience continues to grow. Getting your pins repinned is a way to spread the word and communicate your unique brand on social media.

Here are eight ways to get your story heard on Pinterest, the social curation site for the inner magpie in all of us.

8 Pin Ideas to Tell Your Story on Pinterest

1. Slideshare Presentations

Slideshare is a popular place for searching for interesting content. It’s easy pin button gets your presentations pinned, with viewing only a click away, taking users to the Slideshare site.

An attention-grabbing first-page image captures the pin. Fill your Slideshare story with more entertaining and educational images, such as this pin for the SES Singapore 2013, a Slideshare presentation comparing teenage sex to content marketing.

2. Videos

YouTube and Vimeo videos allow you to easily pin and then watch directly from Pinterest. Pinterest pins for videos captures both the still image and the potential for deeper engagement with film viewing.

Vimeo pins for Nokia’s N8 mobile phone short film competition showcases its phone’s capabilities while reaching a broad audience. Check out a winner in Daniel, the story of a boy who fought WWII with his foresight.

3. Memes

The best memes include both a visual and simple text that makes a statement or represents an idea. Your boards can embody your brand’s spirit and values based on the memes you pin.

Web Savvy Marketers’ Cats With Blog Appeal board features various cat memes created for our blogs and other fabulous felines for your entertainment.

4. Articles

Pinterest recently updated its site to include an article format. Now when you pin a favorite article – a great way to save to read later – your pin showcases the article headline, a short descriptive blurb, and its site origin.

If you want to enable your articles for the new look, learn how to apply for “rich pins.” Get a feel for the updated article pin while learning How Humans Created Cats.

5. DIY

How-to pins continue to be popular, and Lowe’s has capitalized on the idea. Their Build It! board displays a wide range of do-it-yourself ideas and is a wonderful resource that invites the user to come and play.

Your DIY board can include a host of projects that indirectly relate to your product, as well as ideas that capture your brand’s message.

6. Product Pins

Like the new article pins, product pins also include pricing, availability, and where to buy – all updated every day. Etsy models the product pins well. Their products are well integrated into Pinterest, including their own DIY board to celebrate their artists’ craftiness.

Follow the application for rich pins to get yours.

7. Infographics

For a great way to summarize data on a specific topic, share infographics on your Pinterest boards. Not only will it supply hours worth of data in one place, it’s visually appealing.

An effective infographic is easy to read and follow. Best of all, it includes valuable information that tells a story. This social media superhero infographic is a story that’s changing, and like all stories, will need to be revised to stay current.

8. Repurpose Content

Pinterest is perfect for repurposing content from your blog posts, Facebook, Google+, and LinkedIn posts. Be creative in how you share your story across the social media platforms. Don’t simply repost everything in identical format.

Think about the big picture you are trying to present when you choose your pins and boards. Follow that theme and tell your story so that it’s interesting, entertaining, and informative.

Pinterest Pins Get Tagged

With the recent purchase of VisualGraph, an image-recognition startup, Pinterest will acquire a system for tagging the photos posted to its site. Automatically detecting image contents could help Pinterest target ads based on the pins of users, as well as improving a user’s search for a particular item.

This means finding you on Pinterest will get easier. Make your story known with a little Pinterest help.

5 Things Cats Can Teach Us About Social Media Behavior

December 18, 2013 Beth Devine

Love ‘em or hate ‘em, the behavior of cats has a lot to tell us. Watching cats, or watching the ubiquitous cat videos, will teach us some basic “rules of paw” about social media behavior.

What do cats know about social media behavior? As it turns out, cats were born for the social spotlight. Why else would they agree to star in all the videos?

Let’s take a look and see what cats can teach us.

1. Cleanliness Arrives as the Grammar Police

Cats actively clean themselves with their incessant licking. As a result, they always look superb, and they smell fabulous too. In social media, this translates into keeping your posts clean and free of spelling and grammar mistakes.

More than 4 out of 10 people complained about spelling and grammar on brands’ social media sites, according to a U.K. consumer survey. This pet peeve exceeded consumer dislike for aggressive sales tactics, so be sure to proofread your social media posts.

2. It’s Not About You

Cats remind us with every chance they get that it’s not about you. The universe revolves around them, FYI. So take a cat’s lead and focus on your audience when you’re engaging in a conversation on social media.

Google+ +Post Ads are an example of how effective social media engagement is with the consumer starring in the leading role. The user directs the conversation, giving the brand the attention it craves when and how their fans want it done.

We must be poised to give a rub when a cat decides it’s ready for one – so must a brand be ready to respond to their audience.

3. Play Well With Others

Cats are on the job full time with kitty ninja play tactics, ready to play with anything you’ve got, even if it means resorting to playing with Christmas elf packing peanuts.

For social media behavior, cats teach us that having fun is important to generating shares and comments. While it’s critical to educate your audience, it’s equally valuable to entertain.

At the end of the day, for those who don’t know how to play well, ignore them. Ignore the vampires who are stalking you. As Seth Godin says, be the garlic to the vampires who feed on negativity. When they make nasty comments or send hostile messages, don’t fuel them with a response.

4. Curiosity Won’t Kill Your Results

If cats weren’t curious, they would lose an essential element to their character. How else will cats change the world if it weren’t for their curiosity?

In order to be sure you are effective on social media, be curious like a cat and be active on multiple social media networks. According to this Wildfireapp infographic, greater success means engaging on 5 different social media platforms.

Having a curious nature will get your name out there, widening your social stratosphere and giving you greater feedback.

5. Loyalty Means Getting Fed

Speaking of feedback, cat loyalty is based on the food dish. Is it any different for humans? The hand that feeds you is also whom you’re going to be committed to following

Cats and consumers know when they’re loved by how much you’re willing to show them you care. Showing how you care is as easy – and authentic – as encouraging your fans to recognize your brand.

Feed them information, share your family jewels, or post pictures that feature fans in them. Your audience will rave over seeing themselves on your website blog and social media posts.

User-generated content is the hot trend for 2014, so taking advantage of social media to nurture your unique personality is a photo-moment worth capturing and feeding back to your audience.

Think social media smart like a cat and you’ll learn how to express yourself as a brand on social media. Remember, cats know exactly what they’re doing. They didn’t take the Internet by storm with their furry feline charm by accident.

They’ve been watching our every move.

Tumblr via giphy.

+Post Ads Make Google the Smartest Fish in the Web Stream

December 12, 2013 Beth Devine

Google’s new +Post Ads are making the Internet one giant social stream. With the introduction of Google+ social posts as paid advertising on selected websites, more people are going to join the conversation.

The social stream on Google+ is going to become a raging river.

But not in a bad way. It’s going to grow not only conversations. Growing Google+ is going to build relationships between the brand and consumer unlike any other social platform.

“Rather than to talk at them, we wanted to talk with them,” said Monica Peterson, Director of Social Media, Toyota USA.

As Peterson says, delivering “the right message, at the right time, to the right person” is key to growing your brand. With Google+ +Post Ads, consumers can talk within the advertising itself.

How cool is that?

Advertising on social media sites is like crashing a party. Hardly an effective method for promoting your product. But imagine having the opportunity to share your thoughts on a strategically placed social media post that’s placed outside the social media platform.

Clearly, Google imagined just that. They also thought up a way for advertisers to pay for Google+ advertising in the process. Pure genius.

As Mark Traphagen explains, Google+ +Post Ads will show up as live Google+ posts embedded where we would traditionally see static banner ads on a website, Users can comment on +Post Ads, +1 them, and share them with friends. Because the advertiser will get a notification of every person who engaged with the post, it’s like a landing page on a site where you can capture email addresses.

For a brand, this definitely changes what you’ll say to your audience. For the consumer, how the message is crafted will have everything to do with how you impact the conversation.

The way we interact on social media increasingly defines who we are. From one fish to another, I am excited to see how this all ~~plays~~ swims out.

Folks who haven’t set up a Google+ profile yet will be enticed to do so, and those who’ve merely created one so they could do a Hangout will begin doing more than sticking a toe into the water.

Google+ moves forward as the smartest way to interact on the web. It’s no wonder that Albert Einstein is the most talked about person there, compared to Rihanna on Facebook and Bieber on Twitter.

Google “who is the most talked about person on Google+” and see for yourself.

As Dustin W. Stout so aptly put it, “G+ = IQ². Enough said.”

Watch how Toyota reaches out with new Google+ Post Ads.

This work, “fish bowl,” is a derivative of “Creative Commons flickr photo” by Dean McCoy, used under CC BY 2.0.

Are Social Media Signals Helping Your Search Engine Ranking?

November 13, 2013 Beth Devine

Why Use Social Media to Improve Search Engine Ranking?

When building a website, search engine ranking is an ever-changing horizon of influencing factors. Just when you think you figured it out, the view has changed and new elements have been added.

In a Social is the New SEO Hangout with Joshua Berg, Google+ SEO and SMO expert, and Mark Traphagen, Director of Digital Outreach for Virante Inc., we learn that Google is looking for social media signals.

When Google is ranking content, it looks for social media signals like how your content is shared, liked, +1ed, and commented on. Your authority on the Web has grown to include how well your content is doing in social channels.

But don’t panic. Old-school page ranking hasn’t gone away entirely. Keywords and link building, for example, are still important. It’s when you over-optimize your website with keyword stuffing and keyword repetition that will bring the wrath of Google upon it.

Ask “Does It Sound Right?”

Instead, do what Berg calls “natural writing,” or writing in a normal conversational language, varying your keywords and keyword phrases, using a “reasonable amount of mix and match throughout your pages.”

Write to create interesting, helpful content that users will want to share. This is where the social media signals come into play.

Google+ Exists for the Data

Google’s effort to improve search results means having a broader understanding of users’ experience and intent. Search and social media are no longer separate.

This is why, according to Traphagen, they created Google+. In order to better understand what you are discussing, sharing, and liking, they needed a social channel they had access to.

In terms of which social platforms will send strong social media signals, Berg says “Google+ will give you a much bigger advantage.”

Traphagen backs that up with a story of a user who noticed that a website’s higher ranking appeared to be directly related to Facebook shares. Matt Cutts, who heads Google’s Webspam team, responded affirmatively that this in no way caused a higher ranking.

Berg explains that this is partly due to no-follow tags in other social media platforms, whereas Google+ was created to have all follow links in everything. The overall effect of social media signals, Berg assures us, does include a diverse range from the different platforms, so don’t put your eggs all in one basket.

What is the Special Power of Google+?

Traphagen explained one of the special powers of Google+ is your profile. He says Google+ profiles are treated like a website. It provides Google with signals on who’s engaging with you and what website’s are linking to your Google+ profile.

He increased his own search rankings by linking back to his Google+ profile in the online articles he writes. The re-shares and other engagement from his content increases his profile authority, which in turn increases his search rankings.

A simple tip Traphagen shares is to include relevant keywords in your Google+ profile. Berg mentions including these keywords and natural-sounding phrases under the Google+ links section as well.

Take Your Authority to the Next Level

By combining well-written, interesting content with social media signals of engagement, you will be using a multi-faceted approach to a real online marketing practice.

Good content and good connections means better search engine results. It’s a horizon filled with possibilities.

4 Ways to Help Your Word of Mouth

October 23, 2013 Beth Devine

When it comes to marketing, word of mouth trumps all other methods. If someone heard of you through another marketing channel, chances are they will want to hear what someone else has to say about you before buying.

1. Build a Community

The people who already know you or are interested in getting to know you will be your best spokespeople and influencers. Get to know who your potential influencers are – public figures, bloggers, local businesses, future customers – and include them in your community.

Thanks to social media, it’s easier than ever to do this. The voice of the consumer is more powerful than ever, giving the brand an opportunity to interact and, just as importantly, learn what is being said.

The power of the share, retweet, like, and +1 is part of the online word of mouth. Your brand’s online presence is critical in two ways: speaking and listening. When you’re online it is just as important that you are listening as it is that you are heard to be able to meet the needs of your community (in some cases, even when it’s the undead that’s talking).

You can’t beat face to face conversations where you build a network through real time events. A local example is Super Sparkle Melissa’s Breakfast Club and Cocktail Club, which brings leaders and influencers together and encourages further word of mouth both offline and online.

2. Make Your Voice Heard

Both offline and online, your word of mouth begins with telling people about your business. You aren’t just finding the influencers in your industry to help you with word of mouth, you can also be an influencer.

You begin with your website and continue through social media, speaking at conferences, blogging, and networking at various clubs. The voice you use for each medium should not only reflect your brand, it should support the tone of the venue.

Web Savvy Marketers and its band of superheroes is about having fun while creating websites and marketing plans that work. Superheroes are known to possess a generous sense of wit and humor, because a good mood attracts people and promotes bonding, as well as relieves stress and helps everyone to see the light side of adverse situations.

But if a client is business all the time and wants it straight to the point, then less conversation and an appropriate voice is used. Part of making your voice heard involves knowing your audience and what they want to hear.

3. Use Honesty and Transparency

While humor has its obvious psychological benefits, the best way to promote positive word of mouth is through honesty.

By knowing your product or service inside and out, you will have the confidence to speak about all dimensions of your company. If this means transparency on a hard-hitting issue within your industry, then you can meet the challenge head on rather than avoiding it.

This is how you become a thought leader whose voice is heard and trusted in the marketplace. As consumers, we all benefit from the openness and accountability offered through social media.

As a brand, you can benefit from the same opportunity to build a trusted brand with honest conversation. The unvarnished truth isn’t something you fear when you work to create something you can stand by.

4. Work Hard to Offer a Great Product or Service

Since the success of word of mouth depends on the trust your customer’s have in you, the obvious question is how do you become worthy of this trust?

The even more obvious answer is make a product or offer a service that’s exceptional. As Super Savvy Carolyn says, no matter how much effort is put into promoting our service, the most powerful tool we have is building a great service that rewards us by word of mouth.

When people recommend you to someone, they are putting their reputation on the line for you because their experience justifies the trust they are extending. User experience is the bottom line in word of mouth marketing, so make your bottom line something your customer will want to tell a friend about.

And don’t forget about zombie pets, please, because you never know when a zombie apocalypse will hit.

Flickr Creative Commons photo by Rob!

Why You Should Take Social Media Security Seriously

September 4, 2013 Beth Devine

key to the kingdom — Flickr photo from william.neuheisel

Giving someone else the control of running your business’s Facebook page, Twitter account, or YouTube channel seems like a good idea when you’re too busy to manage your social media marketing.

Yet isn’t it an oxymoron to say you’ve handed over the reins of control to your social media platforms? You don’t own the platform or the content you post on the platform in the first place. How much worse could it get?

It’s true, you relinquish a measure of control when you market yourself on someone else’s site like Facebook, but that doesn’t mean you should forgo basic social media security.

Hold the Reins of Control

Handing over the reins of his business Facebook page, our client witnessed the growth of a reasonable audience and marketing presence. What he didn’t realize then was how quickly things would rear out of control.

The employee who was given control of the social media was eventually fired. The business owner who had been happily running his business up to that point was now left with no idea how to regain control of his Facebook page.

He didn’t know the password or email to access his business’s Facebook account. Worse, he worried over potential retribution of the fired employee who wielded the power to hijack the account.

You know what they say about payback, and it’s not a beach.

Social Media Hijacking

It happened to international media retailer HMV last January. Recent layoffs and alleged mismanagement led the frustrated social media manager to retaliate with a hijacked social media rampage.

HMV management didn’t know how to shut down the account because when they handed over the reins, they forgot to keep the master key.

Don’ t let this happen to you. Take these simple precautions to avoid a social media hijacking:

Keep the Keys to the Kingdom

Create the passwords and company email used for social media accounts. Don’t let social media managers do this. Limit and document who has password access.

Treat security of your social media sites the same as you would for your company website and any zombie hack threats.

Using a business-grade social media management system such as Hootsuite will allow employees to log in with the same username and password as their employee email, giving a straighforward accountability.

One Key to Rule Them All

Using a social media management system will also allow you to consolidate all social media accounts into one secure system. From this one interface, your social media managers can publish to multiple profiles on LinkedIn, Facebook, Twitter, and other accounts.

You can also set your management system so certain employees have limited permission to draft social messaging before approved and published.

However you choose to manage your social media, know who’s in charge and with what information. Create a folder, a file, or a simple index card, and keep it safe. Sometimes you have to write certain passwords somewhere.

Issue a Training Manifesto

Anyone who has access to social media should be trained in security and compliance issues.

Be sure to teach them the basic expectations for your social media engagement. Set a foundation for what you wish to accomplish.

Holding the master key to your social media accounts means taking the responsibility seriously. Your social media presence is yours to protect.

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