by Belinda Lui | Dec 24, 2013 | Latest, Social Media
If you’re a company that’s looking to hire for Social Media Consulting, there’s a lot to consider prior to engaging with a consultant. Understandably, without a clear understanding of how social media exactly works, hiring on outside source may seem daunting. For starters, and to facilitate proliferation, your consultant must learn how your company works… and what is is all about in terms of products, services and brands. More importantly a sound knowledge of company culture, voice and persona is integral in establishing a social media context. Only then, can one create and deliver a social media strategy to spread ‘social’ throughout your organization.
Social Media Consulting should begin with research, followed by a concise strategy, finally resulting in a transparent and easily understandable analytic report.
But in the meantime, here’s what you should be hearing from your consultant:
“What’s your goal?” Some social media gurus think the big prize is community. That’s a fine start, but for a business, it’s also a means to an end–which is whatever your company’s larger goals are, whether they be sales, brand awareness, or traffic. Your social strategy should not end with the creation of an online conversation.
“Here’s the ROI.” Consultants may tell you that social investments can’t be justified in a quantifiable way. Wrong. The data is out there. If they want you to spend $75,000 on a Foursquare badge, they should explain how that investment will help you reach your goals.
“I don’t care about follower counts.” Companies obsess over how many followers they have, and consultants play to that. But Facebook ads and “Like this page” contests often don’t boost consumer engagement. Rather, you should be courting influencers–trusted insiders with engaged followers (such as bloggers, niche celebrities, or active tweeters), who can help spread your message.
“Facebook and Twitter are only a start.” Consultants should know which platforms are best for your businesses. For example, if you are a fashion designer and your consultant isn’t talking about collage platform Polyvore, they’re doing something wrong.
“Let’s look at data.” Your consultant should find smart ways to interpret data that platforms provide, and track down new data sources as well. They should also identify the best social measurement, management, and listening tools for your company’s needs, so you can look up those data yourself after they’re gone.
“Your website should be social.” Don’t just rely on other platforms. Your consultant should optimize your own site for sharing and data collection. To start, connect to Facebook’s Open Graph and measure social activity–including “likes”–within your domain, in addition to measuring that activity within Facebook itself.
(Information from: Fast Company)
What are some of the success/horror stories of when you’ve worked with social media consulting companies?
by Belinda Lui | Dec 20, 2013 | Communications, Latest
The art of communicating, in my opinion, isn’t given enough weight when discussing business success. Being able to formulate questions that deliver useful answers, is a skill that every professional (and people, in general) should hone to ensure a better chance at success. Good questions can move your business, organization, or career forward. They squeeze incremental value from interactions, the drops of which add up to reservoirs of insight.
The problem is, most of us ask terrible questions. We talk too much and accept bad answers (or worse, no answers). We’re too embarrassed to be direct, or we’re afraid of revealing our ignorance, so we throw softballs, hedge, and miss out on opportunities to grow.
But we don’t have to.
The following advice can help you with communicating, not to mention being a better conversationalist:
Don’t Ask Multiple-Choice Questions
When people are nervous, they tend to ramble, and their questions tend to trail off into a series of possible answers. (“What’s the most effective way to find a good programmer? Is it to search on Monster or to go on LinkedIn or to talk to people you know or … uh… uh… yeah, is it to, um…is there another job site that’s good …?”) You’re the one with the question; why are you doing all the talking? Terminate the sentence at the question mark. It’s OK to be brief.
Don’t Fish
“The really ‘bad’ questions are leading ones–the questions where you’re fishing for a particular answer,” says veteran journalist Clive Thompson. First of all, if you know the answer, why are you asking? If you’re seeking confirmation on something you already suspect, ask objectively, and ask directly. You’ll come off as confident (and less of a chump), and you’ll get more honest answers.
Interject With Questions When Necessary
Stopping a conversation to ask the right questions is far superior to nodding along in ignorance. Notice how great interviewers like Larry King or Jon Stewart maintain control of their conversations; it’s almost always through polite interruptions–not with things they want to say, but with questions that keep the Q&A on course. Mature people will rarely be upset by interruptions that let them continue talking. To the contrary, additional questions make people feel like they’re being listened to.
Repeat Answers Back For Clarification Or More Detail
If you’re getting vague responses–or complicated ones for that matter–restate the answers in your own words. (“So, your software will email me any time there are important news stories in my industry?”) This will typically yield either a definitive “that’s correct,” or a clarification with extra detail. Either way, it’s useful for getting a precise answer.
Don’t Be Embarrassed
The worst kind of question is the one left unasked. There’s typically no point in pretending you know something when you don’t. People are much kinder than we often give them credit for. If you are unsure about something, just ask.
And if you ask a bad question from time to time, it’s okay. It happens to the best of us. The advice in this article, however, is a good starting point to asking better questions, communicating more effectively, and moving forward in your professional success.
(Information from: Fast Company)
What other tips can you suggest for asking better questions?
by Belinda Lui | Dec 16, 2013 | Business Success, Latest
Productivity means making active steps towards accomplishing something — not thinking about what we have to accomplish. What are we “putting down” when we “put it down on paper”: a current of thought, a torrent of emotions, the first incisions of a decision Flannery O’Connor said that she writes in order to discover what she knows. And as research into writing shows, the act of tracing your thoughts across a page can make you more productive, more emotionally aware, and a less irrational decision maker.|
If we spend less time trying to remember what we have to do and spend more time figuring out how we are going to do them, this will result in increased productivity and efficiency.
Here’s why…
1. Writing clears the clutter from your mind
TED speaker David Allen emphasizes that your mind is for processing, not for storage. Storage of information, after all, can be outsourced in any number of ways, including writing down your to-do list on a pad of paper. The insight underlying this is that attention is a finite resource, one that gets depleted over the course of a day. So if you’re walking around thinking about what you need to do next–rather than thinking about how you’re getting to get it done–you’re misspending your neurotransmitters and letting your productivity suffer.
2. Writing assists in retaining a bank of knowledge
Productive people take better notes: if somebody is dropping knowledge on you, writing down what they say allows you to commit your attention to next insight–rather than trying to remember the last one. Like the Chinese proverb says, you can trust the faintest of ink more than the strongest of memories . As you take more and more notes on awesome things said and read, you can amass an awesome bank of knowledge.
3. Writing helps with realizing growth
Journaling in particular helps you see how you have grown. Harvard Business School research director Teresa Amabile has discovered that people feel more engaged, more productive, and have a greater sense of meaning in their work when they record even the most miniscule of accomplishments within their days. She calls this the Progress Principle: the more you’re aware of your progress, the more involved you’ll feel in making it continue to grow–productivity is making use of this learning.
4. Writing helps you understand your life
University of Texas psychologist James W. Pennebaker has found that writing about their lives helps people to organize their thoughts and find meaning in their traumatic experiences–from people diagnosed with HIV to Vietnam veterans. This is crucial, since the more meaning you find in your difficulties, research shows, the more resilient you’ll be in over-coming them, which reminds us of how the happiest people often have the hardest jobs.
5. Writing helps you become more wise
The last reason to write about life: it helps you study your emotions, which makes you wiser, faster.
“What we construct as wisdom over time is actually the result of cultivating that knowledge of how our emotions behaved,” says USC neuroscientist Antonio Damasio, “and what we learn from them.”
This reinforces Nobel Prize winner Daniel Kahneman’s recommended first step for making better decisions: buy a notebook
(Information from: Fast Company)
How has writing helped you in terms of productivity? Tell us in the comments.
by Belinda Lui | Dec 13, 2013 | Latest, Marketing
In today’s society of instant gratification, people have short attention spans: They want the news in 140-character snippets, they want to shop with the click of a button — and they want infinite information accessible at their fingertips via smartphones and tablets. It’s easy for businesses to lose potential customers with a complicated, slow or inefficient mobile website. After all, if your business doesn’t have a viable mobile marketing strategy, chances are that one of your competitors does, and that stiletto-hunting customer will go to them.
In an increasingly mobile world, there’s more than one reason why it’s crucial to keep an eye on your website’s mobile traffic. Below, we take a look at some of the most common reasons why this metric is an important piece of your overall analytics efforts — and
What you can do to optimize your mobile marketing strategy with this knowledge.
There’s a Reason “Responsive” Is the Buzzword of 2013
Responsive design is increasingly becoming the go-to solution for businesses seeking site optimization across the mobile board without entering the daunting world of developing a full-fledged app for each device.
The need for a responsive site depends upon your specific business or website, as well as budget. It may well be worth it to “go responsive” if your site is heavy on visuals, videos, products or “m-commerce” — and mobile traffic analysis can help you make these tough decisions. On which devices are users accessing your site? Which operating systems are the most common among your site traffic? Are more users visiting your site on smartphones, or on tablets? What is the overall ratio of mobile to desktop traffic? You can glean much of this information through analytics software or programs.
“Understanding devices and associated technology features is necessary for design purposes. We determine what our sites and our emails need to be designed for from a size, browser and operating perspective. [Mobile reports] allow us to provide the right experience for our consumers,” says Cathy Gribble, associate director of digital analytics for Team One.
That being said, responsive isn’t always the end all, be all of mobile strategy. In-depth analysis and understanding of customer behavior is another factor to consider.
Consumers behave differently on smartphones and tablets, which have differing functionalities and capabilities. Marketers need to analyze behavior and experiences across the entire purchase funnel to understand the best move for web or app design.”Responsive design doesn’t allow for such deep testing of every single experience within a brand’s website or mobile site,” says Blumenfeld. “That means marketers must be cognizant of the different layouts and circumstances surrounding consumers’ use of websites and mobile sites.”
In summary: Take a multi-faceted approach to responsive design. Perhaps not all businesses need to invest in a site that flawlessly translates across every device on the market — but with 17.4% of all global web traffic coming through mobile (a 6%+ increase since 2012), it’s surely a major consideration.
(information from: Mashable)
What other benefits can you think of in executing an effective mobile marketing strategy?
by Belinda Lui | Dec 12, 2013 | Latest, Social Media
I’ve written several posts before on what to post, when to post, and how to post – but in this article, I want to discuss where to post. Which, admittedly, is just as important to identify as the other Ws of Social Engagement. Like most marketing efforts, there isn’t just one formula that works across all social platforms.
Noting this, here is an outline of some of the more popular platforms and the type of social engagement content that best suits their demographics:
Facebook:
This is probably the most liberal social platform for businesses in that you can post pictures, video, links, polls, etc. to engage users. Still, the most dominant demographic for this tool are women between the ages of 18-29.
Twitter:
For more detailed tips on increasing Twitter engagement, read my post here. Twitter actually has a more mature community, so the information (or the tone) in which you communicate should be tailored as such. The fastest growing demographic for Twitter are urban residents between the ages of 55-64.
Instagram:
This application wasn’t meant for hefty, wordy content. Instead of uploading a conspicuous sales pitch with a lengthy description, consider posting a well-positioned product in a picturesque setting for optimal impressions. The top demographic for Instagram are women between the ages of 18-29.
Snapchat:
With a younger demographic (13-23 years old) and a shorter attention span (pictures automatically delete after a timed option), businesses have the opportunity to tap into a new, uncharted territory with fast, impressionable images.
Pinterest:
With women in the lead, making up 80% of the demographic on Pinterest and between the ages of 25-34, this is probably one of the most gender-skewed platforms for businesses to consider when advertising a product or service. The same applies to this platform as Instagram: use a captivating image with a strong message and attach a link for interested users.
Having some clarity about the leading demographics and functions of these leading social platforms may help when deciding what, when, how, and where to post for optimal social engagement.
What are some of the creative campaigns you’ve noted that increases social engagement?
