What does it mean to ‘unfriend’ someone?  Are we no longer friends?  Why were we friends in the first place.

The definition is obviously familiar to those who use Facebook, where the phrase originated: “To remove someone as a ‘friend’ on a social networking site such as Facebook,” the authors said. No word if the Twitter equivalent, “unfollow,” was included or referred to.  (http://www.pcmag.com/article2/0,2817,2355963,00.asp)

Kindergarten

We learned everything we needed to know in kindergarten, right? We learned to be polite, be honest, considerate, follow the rules, and especially make friends.  However, there was no lesson plan on “unfriending.”  The word wasn’t even in existence back then.

It’s now a universal term in the social networking community.  Like Google users quickly coined the term “Just Google It,” social marketing people know exactly what it means “to be unfriended.”  If you are using social networking for business purposes, you had better know what this term is, as well as be aware of the causes and repercussions of being “unfriended.”

Who did you unfriend this year?

How many people did you ‘unfriend’ this year?   Was 2009 the year when we are a little more selective in who we invite as a friend on Facebook or other social networks?

Will you please be my friend

Food for Thought

I have two reasons I would unfriend someone:

1. Once we became friends, you harvested ALL of my contacts by spamming them with friend requests.  (Yes it did happen.)
2. You are constantly trying to sell me something through social media rather than building a relationship.  (Yes it still happens.)

I would love to read your comments.  What would make you unfriend someone?

Beware, my Twitter strategy is a little peculiar.

Ditch Business: I started on Twitter simply to learn about it before trying to use it for any business motives. I have been on Twitter actively for a year, and have yet to “do business” using it. That is not to say that I haven’t had great business opportunities and leads find me. I have! BUT-I have not focused on using Twitter for a business purpose and this strategy has served me well. I have healthy Twitter habits now based on “relationships”, not “selling”. I believe this is the correct way to use Twitter anyway.

How has it served me well not to focus on ANY “business goal” using Twitter?

Learn for a Year: I have used the time to learn about Twitter, build relationships, strengthen processes, read, write, and learn some more. The result is that I have a fantastic grasp of how to properly use Twitter, I’m familiar with Twitter applications, I have met some key people, and according to some corporate PR reps, I’m ”a well-established and active online participant”. When I made a comment recently about being “Minnesota Nice” and “a good listener”, another mom blogger pointed out to a dozen other moms to “watch out for her; she’s the most deadly.” This was the best compliment I received in a long while; the absolute power I have in being a good listener.

Become a Trusted Resource: Being a trusted resource for people is very important. After all, the point of social networking is to grow my relationships with people I may want to do business with in the future, ask for advice, and trust with my reputation. I’ve volunteered my time helping people, published guest articles for people, drove targeted traffic on behalf of others, wrote subject matter expert articles for other people who asked me, coached moms bloggers through technical questions and more.

The Result?

Target Market Followers:I have thousands of Twitter followers in my niche target market; tech savvy mothers who embrace small business, love social marketing, and are committed to finding joy in what they do. Of course, this has come at a small price. I don’t allow myself to follow many people outside of my target market. It would be fun to read tweets from the stars or get caught up in political tweets, but I remain focused on building the relationships that count. Not having anything to “sell” has really helped me quickly establish followers and grow relationships that may have been thwarted by a profile with a hint of ulterior motive.

No Missed Opportunities: I can focus my time on getting the right followers and providing humorous, creative, and helpful tweets to those who follow me. I can also focus my time on answering EVERY @reply tweet I get. I sort carefully through my direct messages for any that are personal. I recently was extended an opportunity via DM to interview a Hollywood movie director, and later an actor. I followed up on a DM to see what it was about, and it has resulted in a fun, once-in-a-lifetime opportunity. Life experiences make us better at what we do, and I view Twitter as a gateway to great life experiences.

I am not shy to admit that I use and love Twitter. I try to be patient with those who don’t get it yet. I view every hesitant question about Twitter as an opportunity to educate people and help them understand the possibilities coming our way; one tweet at a time!

Twitter is free and open to everyone. Therefore once you have an open account, everyone is free to follow you. Yet, the more people who follow you, the more beneficial it is to you. Depending on your goals for Twitter, having a large following is critical. Write a creative Bio, start following people in your target market, get involved in conversations, be helpful, and watch your followers grow. Don’t let this “lack of control” over who your followers are worry you. Yet, this is the #1 worry I get when talking to people.

Some people feel the content of what people are tweeting can adversely affect their product image or business. The answer is yes, it can. BUT people are going to tweet about their opinions, successes, and frustrations whether you are active on Twitter or not. Therefore, using Twitter to listen to customers, monitor conversations about competitor products or offer insightful comments can be very helpful to damage control and gaining a healthy grasp on what people need and want in products and services. There is ample opportunity to be active on Twitter to develop relationships with key people interested in what you have to say and sell.

There is a wonderful, yet complete lack of control over what and who gets Retweeted (RT) on Twitter. You can ask to be RT’d, but you can’t make anyone. Therefore, you are responsible for writing tweets that peek interest and stimulate emotions that will end up going viral through followers who feel compelled to RT what you have to say. It’s a wonderful way to reach new people and get the word out about something for which you are passionate. You’ll be surprised what grabs people’s attention and gets retweeted.

And of course, you have no control over what Google decides to grab from Twitter and display in its search results. Yet, Google seems to really like social networking content. Therefore, use this new found method of reaching people via Google to communicate, market, and meet new people. Whether someone walks in your front door, tweets with you on Twitter, or finds you via a Google search, your relationship with him/her is priceless. Don’t be afraid of your lack of control using Twitter. Embrace the possibilities.

Is Anyone Listening?

76% of customers don’t believe companies tell the truth in advertising.  (Keller Fay Group)

54% of people say they would avoid buying products that overwhelm them with advertising and marketing.

69% said they are interesting in products and services that would help them SKIP or BLOCK advertising.

Mind share is a different mind set.

Increasing mind share is the process of increasing desire and demand.  It is engaging the customer in an experience they find compelling. This process is characterized by cooperation, openness and collaboration.

78% of customers rate the credibility of word of mouth as 7 or higher on a 10  point scale.  (Keller Fay Group)

Is it a Sprint or a Long Distance Race

If all of your sales and marketing initiatives revolve around increasing your market share, someone is going to lose.  Maybe not right now, but in the long run, the future belongs to those that are investing in mind share.

Investing in mind share is investing in the long run.  It is getting your customers and partners involved in your business.  It is being open and honest.  Creating a ‘circle of trust.’

Trust

Trust requires knowing each other.  With no trust, it takes more time and money for both the consumer and the company.

Over 80% of people stop buying products from companies when their trustworthiness comes into question.  Over 33% who lose trust in a company openly campaign against that company on the Internet.  (Edelman Trust Barometer)

Consumers  in the US and Europe are 86% less trusting of companies than they were five years ago (Bain and Co)

Opportunities are All Around You

Stop trying to sell.  Stop pushing your messages at your clients when they don’t want to listen.  Engage in a solid social media strategy to become a partner with your client and help them buy.  People still love to buy.  How can you help your clients buy?

Marketing with Social Media Tip 1:

Keep in mind that you should not be focused on selling yourself. Social media networks are largely about building relationships. In a rural area, it is likely that most of your targeted market knows of you, so take advantage of social media to let them know who you really are.

Marketing with Social Media Tip 2:

Find your angle. Some people use social media to link useful tools, apps or stories to their followers. Others use social book marking sites to promote niche topics. Some use social media mainly as a conversational tool. Once you choose your angle or style, be sure to stick with it. It is essential to your brand to have not only a consistent message, but a consistent presentation as well.

Marketing with Social Media Tip 3:

Remember how big the Internet is. No matter how small your local community is, remember that any social media messages you post or sites you promote, targeted customers in your small local area are not the only ones that will be able to see them. It is important to not get too casual or veer into unprofessional, which can be tricky with the free flowing, instantaneous nature of marketing with social media.

Marketing with social media is constantly growing in popularity. With no sign of waning, it is safe to assume that sooner or later, your small business is going to have to get involved with social media. Keeping in mind these three tips for marketing with social media is a good start, with many more resources available for your perusal as you get more comfortable with your social media presence.

As part of their social marketing campaign, Kraft is giving away several years supply of Kraft Mac and Cheese to contest winners who enter on various mom blogs. They are also donating thousands of boxes to Feed America, which is added incentive to bloggers to participate in their giveaway.

This social media campaign is driving tons of traffic to the Kraft site, as well as dozens of mom blogs. As part of the contest entry requirements, people are asked to leave blog comments pertaining to childhood memories and Kraft recipes. Somewhere along the way, Kraft is able to gather valuable information, case studies, testimonials, user recipes, and above all, loyal “raving” fans.

If you follow thousands of mom bloggers on twitter like I do, it doesn’t take long to receive a tweet reminding me to enter for free mac and cheese with the hashtag #bluebox (search bluebox on twitter http://search.twitter.com/search?q=%23bluebox)  or help donate food by visiting Kraft’s site. I did this, and guess what?! I won a year’s supply of Kraft Mac and Cheese which is being shipped by their PR Department now. I have since visited Kraft’s website dozens of times, looking for recipes to use up my prize this next year.

To my delight, there are tons of recipes from lasagna and Mexican casseroles to soups and cold salads that feature mac and cheese. Cool!

Do you have a Twitter story?  Add a comment below to start the conversation….

BrownBook.net is a directory that is set up in blog-type format. From the homepage you can see recently added businesses, latest edits, and business reviews. Chances are your business may already be included at a very basic level, as they’ve appeared to automatically added many businesses with an established web presence. Do a quick search of your business name and location. If you find your business, it is easy to make changes and heighten your listing. BrownBook.net adds a map along side your listing. It is free to add pictures or video too.

ONE ACTION ITEM: Do a search for you town and see who is already on www.BrownBook.net.  If there are some businesses you can write a review for, spend a couple minutes and publish a short review. The best way to get business reviews for your own business is to give them.

What About Your Name on Social Websites?

Do you know if your business name, brand name, or personal name is available on the plethora of social media websites?  Many large corporations that are just starting to get involved in social media are hit upside the head with a big surprise.  They have lost their brand name in the top social sites.

On Twitter the name “McDonalds” is not owned by the famous clown – Ronald McDonald (www.twitter.com/McDonalds).  Verizon and Microsoft are also not owned by their brand name owners (www.twitter.com/verizon and www.twitter.com/Microsoft.)  Sprint and Google on the other hand do own their names on Twitter.

Impersonation Policy

Sites like Twitter do have an Impersonation Policy that says you cannot impersonate another person or companies brand.  That may not make it clear that someone other than you is representing your brand.  I could use the Microsoft name as my username to disparage the brand, as long as I disclosed that I am not Microsoft.  If you suspect someone is impersonating you or your company, here are a few places you can go:

• Twitter Impersonation Policy:  http://help.twitter.com/forums/26257/entries/18366
• FaceBook Policy:  http://www.facebook.com/home.php#/terms.php?ref=pf
• LinkedIn User Agreement:  http://www.linkedin.com/static?key=user_agreement&trk=hb_ft_userag

Most social media sites will respond to your inquires quickly; but you need to take action.

Should You Secure Your Brand In the Major Social Networks?

I think so.  But that can be time consuming.  So lets make it easy.  KnowEm (http://knowem.com/) checks the availability of your brand name, user name or vanity URL on 120 popular Social Media websites. It is simple and will tell you if your brand is being used by someone else.  Give it a try.

Got a comment?  Let me hear them.  I do respond to ALL comments.

Axel says, “We need to stop embarrassing our potential customers with cold calls, mail shots and advertising, instead creating a better business experience through community building.”

Enjoy the video and leave a comment below with your reaction.

Questions on the following topics were submitted:

1. Education
2. Home Ownership
3. Health Care Reform
4. Veterans
5. Small Business
6. Auto Industry
7. Retirement Security
8. Green Jobs and Energy
9. Financial Stability
10. Jobs
11. Budget

Is the White House embracing social media?  I think so.  I would expect that applications like “Open for Questions” will gain in popularity.

Here is the opportunity for your business

Every business wants to know what their customers are thinking.  What are their likes, dislikes, how can they improve, why do they choose a competitor, why do they buy, what is the right price, etc.  Every consumer wants businesses to know how to better serve them.  Whether they speak up or not, consumers are consciously or unconsciously making buying decisions.  Social media allows businesses and consumers to connect.  It is a win-win situation.  Everyone gets what they want!

Free and low cost tools are available to bring you closer to your customers

Here are a few free or low cost tools to gather feedback from your customers.

1. Online Surveys.  Contact Contact has a great survey tool that allows you to create an unlimited number of surveys.  I have one on customer service that I put on the bottom of invoices, one for measure the effectiveness of our training programs, etc.   The nice thing about online survey tools is that they ‘roll up’ all of the survey data in to a report that can help you make better decisions on the data presented to you.
2. Blogs.  Utilize the comments section on your blog.  Ask for feedback, encourage it, make it an expectation.
3. Forums.  Create groups of people that ask questions and answer questions for you.
4. Free tools like Get Satisfaction are great for enhancing customer service.
5. Do you have other tools that you would recommend – please add a comment below!

ONE ACTION ITEM:  How can you harness the power of social media?  Let’s take a look at “Open for Questions” to get an idea on how you can bring your customer closer.  Go to www.whitehouse.gov/OpenForQuestions and read up on the questions that were submitted.  Vote on the questions that you are passionate about.  This is social media in action.