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.

Here are some things to think about when you’re in a content generation rut.

- Don’t post just to post. Sometimes silence is better than posting something half heartedly just for the sake of posting something. I wrote another blog post about this topic. Forcing a conversation is worse than no conversation at all.

- Share! If you’re not doing this already, take the time to share someone else’s article or piece of content. Perhaps enlist a guest blogger. Begin a discussion from another person’s content.

- Ask Questions. I’m not talking about the meaningless “How are you doing today?” type of questions. (see first point: Don’t post just to post.) I’m talking about genuine questions to ask your target audience. If you’re not sure what type of content your fans/followers/readers are interested in, ask them. Get that valuable feedback! Remember: social media isn’t about you, it’s about your audience.

- Strategize and re-group. We always, ALWAYS recommend a strategy before entering into the realm of social media. It is easy to get side-tracked, overwhelmed and waste time when a plan is not in place. It may be time to take a step back and re-evaluate your strategy (if you already had one in place) or take the time to map out a strategy. A well-thought out plan, clear direction and purpose will greatly assist in taking away “content rut” syndrome.

On the surface, these automation tools offer a seemingly convenient way to “be everywhere” while doing half the work. The problem is, your audience realizes this and the personal nature of the tools is completely lost. I have attempted communication with brands on Twitter that are operating through Facebook to Twitter automation and have rarely received a response.

If you are tempted to take this easy route of automation, consider the following:

1) A “set it and forget it” attitude does not work on social media
Setting up your profiles and pushing out information is not effectively using social media. It is apparent to the user when a brand has the “set it and forget it” attitude. Posts on Facebook walls and Twitter replies are ignored. Generating relevant content is a large piece of social media, however it cannot stop there. Availability and monitoring conversations about your brand are all part of making it work.

2) Focus on the portal where you want to spend the time.
Social media may be free in the monetary sense, but it is far from free when it comes to time. If the automation is simply a matter of not enough time, try to focus your energy. Instead of doing a middle-of-the-road job on multiple portals, devote your time on what appeals to you the most. It is more important to foster a network of truly loyal, engaged people instead of pushing out a message to every portal out there without taking the time necessary to make it work.

3) Facebook and Twitter both have their own language.
A hashtag on Facebook makes absolutely no sense. Not to mention, multiple posts per day on Twitter is perfectly acceptable, but inundating your Facebook following with multiple status updates is the quickest way to get your page “un-liked”.  When you can’t get the point of a tweet across in 140 characters, it is not appropriate to post. Take the time to learn how the audience on each portal communicates and act accordingly. Remember: Social media is about the USER not your brand.

In Conclusion: If you want to publish the same content on Facebook and Twitter, customize it.
No doubt, there are times when the same content will be published by your brand on both Facebook and Twitter. This is fine, but do take the time to customize each message for the particular portal.

According the the “Social Break-Up,” a study that surveyed 1,500+ consumers about their online behaviors and motivations for unliking or unfollowing brands on social media, the number one reason a business page will get “unliked” is as a result of posting too frequently. Other deterrents included, boring and predictable content, overcrowded newsfeed, and only taking advantage of a one-time offer.

This chart from mashable.com gives a great visual breakdown of why a business will get unliked on Facebook. Check out this fantastic post entitled, Top Reasons Why Consumers Unsubscribe Via E-mail, Facebook & Twitter by Erica Swallow.

So how much is too much? This is a debated issue and is truly dependent on your particular audience and brand. For one brand, one post per day may be plenty, but for another 3 is a good number. No matter what, be sure to space out your updates. Nothing is more annoying than a crowded newsfeed filled with updates from one particular brand!

image courtesy of Texas Power PR

This may seem like an obvious statement, however with the insurgence of self-proclaimed social media experts, it is alarming to see the amount of people influenced based solely on the “expert’s” technical know-how. The consultant or company throws out some industry-lingo and instantly calls themselves an expert. We are seeing this happen more and more. Technical know-how, of course, is part of the job. I wouldn’t trust a social media person that couldn’t work a computer more than I would trust a chef that couldn’t work an oven. However, when it comes to your social media efforts your brand identity and image is on the line. This requires someone that understands your goals and understands HOW these goals are met in the social media environment. This goes way beyond knowing how to properly use FBML or install WordPress!

The determinant factor of the success of a social media strategy lies not just in the technical execution, but in the ideas and content. Without the content you might as well throw in the towel.  In fact, beginning a social media journey without the proper strategy or guidance can be extremely detrimental to your brand. Social media involves a branding and communication initiative first and foremost, not necessarily a technical one.

Here are some questions to ask  if you find yourself in need of an expert:

1. Do they have marketing and communication experience? Have they been successful in that realm?

2. Can they provide measurable success on social media in the past? Can they provide case studies?

3. Do they themselves “walk the walk”?

4. Are their plans integrated with other marketing efforts?

5. Do they understand your business, goals and brand?

What other questions would you ask a self-proclaimed social media expert?

There are so many social media automation tools out there to make life easier. Tools like HootSuite and Cotweet allow you to schedule your tweets ahead of time. Most blogging software also has scheduling features. You can literally set up your posts for the week at once and have them post at your desired times.

These tools certainly do relieve the need for being “glued” to your computer 24/7, but is it really a good idea? My answer: yes and no.

Why yes:

If your business has regular updates that need to be pushed out, then go ahead and automate. This information is very unlikely to change and it becomes a matter of providing timely content. As we all know, content in  social media is crucial. People are interested in brands and businesses on social media for the VALUE. Part of that value is created through regular content and information. Again, if your content is not going to change, then there is nothing wrong with scheduling it ahead of time. In fact, it is better to be sure the information is posted as opposed to letting your social media efforts go by the wayside.

Why no:

A twitter account that only becomes a stream of automated posts is going to be lacking. The point of connecting with brands on social media is not to engage with a robot! It has become a cliche phrase and I almost hate to say it again, but social media is about conversations. If you are not actively participating in real, two way communication then you are missing the point. One of the main benefits of using social media for your business is the fact that it humanizes your company. No longer are you just a logo on a sign, you now have a voice and a personality that is translated through communication!I recommend setting up your content to post at your desired times, but then making sure to actively participate in timely conversations.

When is automation NOT ok:

In my opinion, auto direct messaging should never be used.  It is so impersonal and mostly just annoying. If your business is sending out an auto direct message  -think twice. Nothing says “robot” more than this.

Last night we held a private social media course in Maryland. It was a great time and we met a lot of enthusiastic and anxious people ready to jump into the social media realm. As we find most often when we speak, the bulk of the questions were about Twitter.  If you haven’t really grasped the notion of Twitter or if you’re using it, but not sure if you are doing the right things, I hope taking a look at what NOT to do will answer some questions.

What not to do #1: Hit people over the head with sales messages.

We all know when someone is trying to hard sell us in person and we don’t appreciate it. The same rules apply with Twitter. You wouldn’t (we hope) walk up to someone off the street and start giving them a hard sales pitch, so don’t do it on Twitter. People are not on Twitter to get an advertising message. They want to share information, communicate about mutual interests, network with others, and share their ideas. Seek first to listen to the conversations and build real relationships in these communities. Offer up content that has VALUE to your audience. People will appreciate and pay attention to content driven posts. Your sales-y posts will just get ignored and in some cases blocked.

What not to do #2: Act like a robot.

People want to communicate with other people in a sincere fashion. Your automated direct welcome message is going to do nothing. People know it was automated. Often times, this is combined with #1 and the auto message is a hard sales pitch. Don’t do it! Likewise, I understand the ease at which applications allow Twitter, Linked In and Facebook to be connected, but use this will caution. Twitter posts automatically sent to post to Facebook can be extremely annoying. Each social media portal should be treated as separate entities. There is no doubt there are times when it is appropriate to post the same thing everywhere, but not every time.

What not to do #3: Stress over follower counts.

It is easy to get caught up in counting numbers, but don’t stress over it. Don’t ask for followers or freak out when you lose a couple. Instead, focus on the people that are your followers (no matter how small that number is). Quality always wins over quantity. Also, focus your attention on your content. If the content is relevant and interesting, you will gain followers naturally.

What not to do #4: Broadcasting over communicating.

Now you may think this sounds a little counter-intuitive being I just told you to broadcast your relevant content. Let me explain. Yes, content is a MUST and you are broadcasting that information. However, communication is MORE of a must. Take the time to Retweet something that someone posted. Use your tweets to promote others and ask questions. You want your content to be there, but relationship building must be present as well.  With all of social media, you give  in order to get.

Here are 4 important things you should know before you take the plunge:

1) Social Media does not provide instant gratification

Social media is built on relationship building and communication. Building trust and relationships take time.  Also, working the tools and putting in the effort to make your social media plan a success also takes time. It is not a matter of signing up for a social media profile and watching droves of people rush in immediately.  Although you may feel you are not getting desired results right away, do not get discouraged! The relationships that you are building will lead to loyal, repeat customers that will be worth the wait.

2) Social Media is more than a tool for broadcasting.

This is a hard one for some people to grasp, especially since in the traditional world of advertising everything boils down to broadcasting. What message do we want to put out there? What do we want people to know about us?…You get the point. The rules have changed. Instead of shouting out your message, social media is about authentically listening and communicating. It is about connecting with like-minded individuals and posting relevant content worthy of attention. Companies successfully participating in social media bring value to the table and they adopt the approach of “the more you give the more you get.”  Focus on promoting others, listening to others and taking an unselfish approach.

3) Social Media is a long-term effort

I once read that traditional advertising and the typical advertising campaign concept can be compared to a one night stand. Social media is the committed relationship. Now don’t get me wrong, campaigns are great and when done well can be extremely effective. In the digital sense, campaigning through methods such as viral videos can be a great way to creatively set yourself apart. The point here is that a long-term social media presence needs to be in place in order to back those efforts up. Unlike a campaign that runs its course and ends, social media is constant and requires that attention. Do not go to social media when its time to promote your latest event. Instead, focus on long term relationship building.

4) Social Media involves more than technical skills

We hear it so often, “I’m not really a computer person, so I’m going to give these social media responsibilities to a recent college grad or intern who uses the computer all the time.” Beware! Just because someone can use the computer does not mean they are automatically a candidate to handle your social media. Likewise, just because you may not be a “technical person” does not mean that you do not possess the skill set necessary to make these tools work. Having a vast knowledge of computers aside (the tools are very easy to navigate), the person or company designated to run your social media efforts must possess a strong synergy with your company’s brand. The voice of your social media is going to become the voice of your brand. This is not to be taken lightly and requires a skill set far beyond technical capabilities. Many web development companies are now offering social media as part of their services. Be sure to do your research. Coding a website is very different from portraying your brand properly on social media.

In a nutshell: Social media marketing is effective when a company realizes they must focus on building relationships as opposed to “one night stand” campaigns and broadcasting their message. Keep in mind, a loyal following is built through communication over time. Do not allow someone to handle this important communication just because they are “technical.”

I just read a blog post by Mirna Bard entitled, “Top 50 Social Media Mistakes Made by Small Businesses.“ I thought this post was excellent because it gives businesses a concise way to ensure they are following the “unsaid rules” of social media. I thought this list was worth repeating as making these mistakes can be very detrimental to the success of a business’ social media efforts. Use this list as a checklist to determine what needs to be changed or what you are doing right!

1. Lack of planning (Huge one!)
2. Lack of clear and measurable objectives
3. Not learning about social media
4. Lack of knowledge about target audience
5. No commitment
6. Lack of consistency
7. Not realizing that there is a time dedication
8. Worrying too much about negative comments and brand haters
9. Focusing too much about the technology aspect
10. Passing the buck to assistants and interns
11. Spreading themselves too thin by creating profiles everywhere
12. Not completing profiles
13. Uploading pictures of pets or children for avatars
14. Fake friending just to pitch
15. Only talking about oneself, brand or products
16. Hard selling
17. Using the same tactics on every site
18. Responding to every negative comment
19. Not thinking before commenting
20. Not measuring (Another huge one!)
21. Giving up on social media too easily
22. Forgetting it’s about 2-way dialogue
23. Setting profiles and forgetting them
24. Thinking social media is a magic solution to their business problems
25. Jumping on without having a hub (web site or blog)
26. Neglecting to put links back to their web site or blog
27. Not taking a enough time to do research and listen/observe
28. No systems in place
29. Not focusing on core tasks
30. Not separating business and personal social media time
31. Putting eggs all in one basket
32. Continuing with tactics that are clearly not working for them
33. Taking the time to put a social media schedule in place
34. Not setting time boundaries
35. Not paying attention to customer needs
36. Not providing value
37. Not knowing how to integrate with other marketing/advertising efforts
38. Not knowing how to use all the social media categories together
39. Focusing too much on number of fans/followers/friends
40. Not making enough effort to seek out the right sites for their target audience
41. Neglected (not updating) websites or blogs
42. Using generic or auto responses
43. Spamming people with private messages, DMs or e-mails
44. Using social media as a replacement strategy
45. Not willing to experiment
46. Being close-minded about adding strangers to network
47. Not learning from mistakes
48. Bribing bloggers and others to write about products and services
49. Not spending time finding evangelists and influencers
50. Forgetting that building relationships can be lots of fun

Thank you, Mirna, for compiling this great list.

When consulting businesses on social media we inevitably run into the following objections/concerns. My goal is to offer solutions and advice for the company that may be battling with these same concerns when it comes to social media.

1. What if they say something negative about me?

This concern usually always tops the list and the answer is simple: They are going to talk whether you are there or not!! In fact, turning a blind eye to what is being said on social media can be suicide. Take Dominoes for example. The massive PR crisis they had on their hands a few months back could have turned into major proportions had the leadership of  Dominoes decided to “ignore it until it goes away.” Even if a negative storm happens on social media, a companies response and tactic can make all the difference in the world. Oftentimes, a negative can be turned into a positive based on how the company responds. Consumers realize a company isn’t going to be perfect, but they do want to see that a company is willing to engage and acknowledge if indeed something happened that warranted the negative comment.

2. Social media is for kids.

To use Facebook as an example, this tool started out as a way for college students to connect with one another so I can understand why a business who may not be interested in targeting a younger demo would associate social media with kids. However, there has been a staggering increase in the number of 55+ users- with total growth of 513.7% in the last six months alone (as of July 2009) see chart here.

According to NielsenWire, when it comes to Twitter: Twitterers (a.k.a. Tweeters) are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. We found that the majority of people visit Twitter.com while at work, with 62 percent of the combo unique audience accessing the site from work only versus 35 percent that accessed it from home only.

3. I don’t care to know about meaningless things people are doing throughout their day.

We don’t either! Yes, it is true that while using social networking sites you will come across some “meangingless chatter.”  That is not to say that everything on social media is meaningless.  The bigger part of these tools is the information exchange that is avaialable at your fingertips. Seek out the information that you are interested in instead of focusing on the meaningless – it’s out there! Keep in mind, however, engaging with people and building relationships involves communication. Personal details shared can become talking points, conversation starters, and ways for you to become more familiar with people. That’s what networking is all about, isn’t it?

4. I’m not a technical person.

You don’t have to be. Using social networking sites aren’t set up for web developers and computer techies. They are built to be used by the average person. Play around with the tools! You will get used to where the buttons are and how to use the websites. More importantly than being a technical person is coming at social media for your business with a marketing and strategic mind. Many computer companies will consult business on social media when their expertise lies in the technical side of things. Make sure the person who will be handling your social media or the consultant you hire has the marketing knowledge to help you succeed, not just tech savvy.

5. I don’t have time.

Finally, the number one objection we hear. We are not going to lie to you- Yes, this stuff takes time. Although most of the sites are free, it will cost you your time in order to participate effectively. We realize in business sometimes time means more than money. In order to break down the time issue into a manageable amount, a strategy must be put in place. Once you have a strategy, you will know what sites will work best for you, know exactly what to do when you log in, stop you from becoming overwhelmed, make you more effective, and combat time wasted. We all know practice makes perfect and the same goes for social media. Once you learn the ropes and how to communicate, it will come naturally and in turn save you time.

Any other concerns you have involving social media? Please talk to me…I would love to try to help.