An important part of business branding on Facebook in the last 48 months was grounded in the ability to manage content through “tabs” and later “apps”. Now, Facebook puts these front and center allowing businesses to code content into apps displayed at the top of their new timeline pages, allowing up to 12 for each brand. It remains seen how this will evolve in coming months. Currently, businesses are confined to a 520px wide space. At first look this may remain, however, it appears as though Facebook may allow for a wider design space in the future. Long Facebook avatars are changing to the new square avatar for pictures at least 180px wide.

Overall, we feel the change is good and will do a lot of help brands connect with users. Facebook released this video today following three different types of brands: a small deli, a young artist on a world tour and Redbull. They’re illustrating how the new pages will be better for brands moving forward on Facebook. Though the video doesn’t offer much incite as to what is coming, it does offer a visual for basic functionality.

**Update 3-1-12**
Facebook apps will be 810px wide, allowing for greater design space within the business page.

1) Keep it short!
People are skimmers. Get your point across with the shortest amount of text possible.

2) Use a relaxed, friendly tone.
Don’t take the copy from your traditional advertising *think radio ad* and use it on social media. (i.e. For more information call 1-800-685-5058) If you feel the need to do this you are probably using a sales-y approach as opposed to generating interesting content. Show your brand’s personality not robotic posting.

3) Change it up.
We have the ability to post links, photos, videos, status updates on Facebook. Use them all (especially photos and videos). Change it up and keep things interesting.

4) Keep it relevant.
People want to read current, relevant content that is on topic to your brand and business. Don’t stray far from your area of expertise. Instead, get creative with your posts!

5) Tag appropriately.
Tagging is a powerful tool for business pages on Facebook. If appropriate, be sure to utilize this tool.

The end-user has the ability to “Check In” at your business through apps available for all smart phones. You can offer incentives and promotions for checking in and/or, your location’s mayor (the person who has checked in the most).

Those who check in also have the option to offer instant feedback about your business through the “Tips” feature (ie. try the french fries!). With the world of advertising going more social by the minute, it is hard to determine which networks work and which do not. Foursquare has cemented its place as a necessity, especially in a time when consumers rely mostly on customer feedback to make their buying decisions.

Foursquare has carved out their niche very well; you can tell because Facebook released a competing service (Places) this fall. Regardless of their efforts, Foursquare is still the king of geo-location and probably will be for quite some time.

In virtually any discussion about social media this point is bound to come up- Social Media for business = Conversation. Is this correct? In part, yes, but it’s time we move past this idea and get to something deeper.

How many of us see the posts on Facebook coming from a business something along the lines of “What are you doing today?”, “What’s your favorite color?”, “We like strawberries, do you?” …you get the idea. I applaud the companies efforts at facilitating conversation, but why force it? In my opinion, forcing a conversation is worse than no conversation at all. In some cases, what I mentioned above can be beneficial. Companies asking relevant questions and allowing the members of their Facebook communities to disccuss amongst themselves is awesome! What I’m talking about here are the seemingly forced conversations. Do I really want to tell Joe’s Bike Shop (made up business) what I’m doing on New Year’s Eve?

The point is-  give me exciting, relevant content. Give your customers and social media audience something of VALUE to chew on. If conversations happen as a result, then great! If there is a crisis to solve or an issue that needs customer service provided through SM, these portals provide a seamless way to do so. But don’t try to force us to talk just because you feel that a “conversation” must be happening at all times.

image courtesy of Hugh MacLeod

It seems like everyday we’re introduced to at least a half dozen new “Social media experts” who will gladly assist your business with Twitter, Facebook, Blogging and whatever else is popular that day. With unemployment so high right now, a lot of would-be entrepreneurs are diving into social media, simply thinking that just by knowing how to use the tools, they’re capable of overseeing a brand’s image online.

This new sentiment is scary to say the least.

What a lot of businesses fail to understand is the true power of social media and where it is going. Yes kids, social media is the future, and I’ve got news for you, the future has arrived.

There are a few key questions to ask yourself when hiring a self-proclaimed “Social media expert.”

1. Would I hire this person to create and build my brand?

2. Would I put this person in charge of my customer service ?

3. Would I put this person in charge of my advertising campaign?

If you cannot give a solid yes nod to any of these questions, then you might want to think twice.  Social media is about interaction with your customers, future customers, partners and associates. It is about building trust and solid relationships. Social Media is about communication on the most fundamental levels.  These people will all form an opinion about you and your business based upon that social media experience.  Is this something you really want to put in the hands of someone who just knows how to post some pictures, play Farmville and re-tweet a motivational quote?

No matter what you hear, Social Media is marketing, customer service and relationship building all wrapped up in one. When someone walks in for a meeting about building your new blog or managing your tweets, remember, they are the face of your business on the fastest growing form of communication ever. Proceed with caution.

One benefit of social media that should cause any business who has shunned the idea of participating to go to their computers right now and get involved is – customer service. We all know why good customer service is so important to a business’ well-being, but many forget the ease at which social media allows this interaction to take place.

Cute shoes!

The reason for my excitement over such customer service is a recent experience I had with a brand on Facebook. Anthropologie is probably my favorite store. (I wish there was one closer to Gettyburg!)  I was browsing their website as I normally do and found the cutest pair of peep toe wedges. Unfortunately, they didn’t come in my size. Normally, I would say “oh well” and move on, but these shoes were different. I really wanted them.  Since I am a fan of Anthropologie on Facebook I figured I might as well post something on their wall just to see if they would be getting more in. I expected someone to write back to me, but say something a long the lines of “we should be getting another shipment in the spring.. etc.”) But instead , the administrator posted a comment with an email address saying they would help me find the shoes. After emailing back and forth with them, they were able to locate the shoes for me at their Newport Beach store. Not only did they find the shoes I wanted, but they put them on hold for me!

Now that’s customer service. Not to mention, customer service that in my case I would have never received were it not for the ease Facebook brought to the situation. I would have not bothered inquiring on the website.

Social media is not something to fear, but should be seen as (among other things of course) a portal for amplified customer service. What are you doing to increase your customer service online? Anthropologie just earned me as a fan for life.

I would love to hear your experiences with customer service on social media!

Customers are behaving very differently than ever before. They’re more educated, with access to information from their phones at their fingertips virtually 24/7. They’re harder to reach, as programs like  TiVo make commercials feel as relevant as a drive-in movie theater, and iPods replace radio stations in most cars.  They’re constantly in touch with their peers, with sites like Facebook and Twitter, and blogs allow them to express their opinions to anyone who will listen.

All of this can be disconcerting if you’re unfamiliar with these developments, but ultimately they can help every business become more successful.

Educated consumers can find out about your business by searching for what they need and what you provide – if you make sure you have a website that represents your company well. The changes in traditional media can lower your profile – unless you take other steps to raise it, like hosting events in your community instead of commercials. And of course, a social customer is your best method of advertising. Having satisfied customers with Facebook or Twitter accounts means you have free promotion from a source that potential customers already trust.

Some companies improve information searches – like the new search engine Bing -  and some benefit from them – like Nationwide’s car accident application for iPhones. Product integration is one of the ways big companies advertise without commercials, but for local businesses something simple like sponsoring a youth team or a community charity run works with the same principles. Businesses can use Facebook and Twitter, but it’s also useful for researching consumer behaviors and getting a sense of customer interests.

If you’re able to provide your customers with something they need or want, and can do it as well as or better than everyone else, your business will benefit from today’s evolved customers. Find the strength of your business – a product, customer service, a unique experience, maybe all of the above – and make sure today’s customers know it. It’s just a matter of time until tomorrow’s customers will want to see what the buzz is about.

Long answer: There is no dying social media. Furthermore, there is no denying the shift of traditional advertising methods to methods of social media. Everyone is equal with social media. One person can have just as loud a voice as a newspaper, which at one time (not so long ago) was absolutely unheard of! (i.e. Ashton Kutcher and CNN).

When it comes to business, however, and making your business’ marketing efforts as effective as possible, there is a way to make them work together. Just because you took the plunge into social networking does not mean your outreach through traditional advertising should end. A lot of self-proclaimed social media experts will say that social media is the end all be all to all forms of advertising. period. I disagree. Again I reiterate, a business without social media is like a business without a website in the 90′s. It is ESSENTIAL. I am in no way sticking up for traditional advertising methods, but I am claiming that a shift needs to take place for it to work together.

Companies that are using traditional forms of media to “pull” users into their social media interface is great. For example, I saw a recent Vitamin water commercial. As with most TV ads it is typical to see a website url at the end. Instead, a Facebook page address flashed across the screen. Companies, such as Vitamin Water, are shifting their ads from a hard-sell to almost an invitation to connect and converse with the brands through social networking. This kind of outreach is in my opinion, a smart one and allows both forms of media to work simultaneously.

The video was show at Sony’s executive conference this year as to help everyone get a grasp on reality. Take the five minutes to watch — I’m know you’ll be glad you did.