Dec 01
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Business Blogging: Are you Overthinking it?

By Communications, Social Media

Blogging for and about your business is more important now than ever. And yet, businesses are still struggling not only with the execution, but the concept. 

Here are some of the hangups I hear from clients roadblocked by blogging fear or misunderstanding:

  • We don’t have a consumer project, so it doesn’t seem like anyone would be interested in reading what we have to share.
  • Doesn’t it have to be personal? We don’t really want to share our dirty laundry online.
  • What if we are boring?

Telling the story about your business and what you do is valuable to your community, no matter what that community is. They self-select into your content, so don’t pre-judge by saying that people who read blogs are only interested in consumer products. You may discover much more about your audience and your business by the community that emerges around the content you share.

Being personal doesn’t mean airing dirty laundry. Being personal means being a real person, using language that is down-to-earth and spin-free, sharing a bit of yourself that underscores the fact that you are a real human being behind the brand. (Someone just walked past me wearing swishy — snow?– pants and those awful Five Fingers shoes. Distracting! — See? I’m a real person with really distracting co-workers, just like you.)

 

You can’t be boring if you’re not boring yourself. If YOU find your business and what it offers exciting and you share your passion for your topics, that will be evident to your audience. Feel free to mix it up now and again — be creative — be funny — but above all, be yourself, and quit overthinking it.

 

Where do you blog? Please feel free to share your blog in the comments for the Change the Conversation audience to enjoy.

Nov 29
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Social Media: Providing Valuable Content or Just Over-sharing?

By Communications, Social Media

It’s a really fine line sometimes, the balance between over-sharing company news and content on social platforms and making sure you’re providing value to your audience. It’s the difference, I think, between selling and telling your company story. It’s hard for a lot of individuals representing organizations to make this distinction. One way to keep this practice in check is to constantly ask yourself what value you’re providing your audience with the information you choose to share.

Your content may be leaning to the “too self-promotional” side if every link you share is to content of your own creation. Try to share others’ content at least a third of the time. Another self-check is to see how often your tweets are @ replies or RTs. Ask yourself a few questions:

  1. Are you engaging in conversation with your readers by replying to comments or tweets?
  2. Are you commenting on others’ blog posts?
  3. Are you facilitating introductions within your network to help others build business or find opportunities?
  4. Are you teaching a skill or sharing information to others’ benefit?

It’s easy to slip into the habit of traditional marketing tactics and resort to selling . . . focus on providing value, instead and watch relationship development grow and improve.

(Thanks to Rusty Speidel for the inspiration for today’s post. Read Rusty’s thoughts on social media fatigue, and what communications professionals should do about it.)

What are some ways you keep your commitment to providing value, rather than just self-promotional content, to your audience?
Nov 28
Love0

Small Business Blogs: How to do it right

By Social Media

I’m so delighted and proud of the way SCARPA is using their blog. Yes! SCARPA is a client!

Check this out — a recent blog post that incorporates several best practices elements, 3 Ways to Tie a Scarf:

  1. It provides value, teaching a skill clients really want to have.
  2. It uses video, thus capturing the YouTube audience as a second source of search engine optimization.
  3. It’s REAL and authentic, from a real employee demonstrating something she’s asked about in the store on a daily basis. It’s not high quality, polished and professionally produced, but that’s part of its charm. It’s Kai’li — someone SCARPA shoppers know, sharing what she knows with a wider audience.

And now you know three ways to tie a scarf!

Nov 27
Love0

Three Ways to Celebrate Cyber Monday

By Social Media

For many years now, I’ve been much more a Cyber Monday participant than I ever was a Black Friday shopper. In fact, I’ve knocked out whole holiday shopping seasons on Cyber Monday. Apps, sites and social media have made getting the best online deals easier than ever . . . or have they? Filter out some of the internet noise by checking out these tips:

  1. Visit http://www.cybermonday.com/ to see the at-a-glance featured deals from major retailers. http://dealnews.com/ is another site to help you manage what’s hot on Cyber Monday.
  2. Keep your eye on Amazon — where new deals will launch with frequency. Keep shopping with the Amazon app on your phone (who’s not being productive at work?!)
  3. If you have a favorite brand or retailer you know you will shop this week, visit their Facebook page and become a fan by clicking the “like” button. If the brand is on Twitter, follow them. Brands will be offering special deals and keep their fans informed of offers on social platforms, first.

Now, get shopping! (Don’t tell your boss I said so.)

 

 

Nov 24
Love0

Five Ways to Change the Conversation at the Thanksgiving Table

By Communications

Thanksgiving, a time for turkey, pie and family gatherings. If you’re sharing a table with family today there’s sure to be some awkward conversations. We’re all SUPPOSED to know to avoid the topics of religion and politics but if you find yourself in some sticky discussions, here are some starters to get you gracefully out of what could become a tense turkey day moment.

  1. Is there bourbon in this pie?
  2. Who likes bacon?
  3. Are there any good sales tomorrow?
  4. I’m thankful that Ashton Kutcher’s going to be back on the market. What divorcing celebrity are you thankful for?
  5. How’s (the relative who isn’t present) doing, anyway?

Good luck, and happy Thanksgiving!