A few weeks ago I attended the Maryland Chamber of Commerce session on Social Media and Online Marketing with guest host Mario Armstrong
from XM radio. The panel consisted of Greg Cangialosi, CEO of Blue Sky Factory
, Matt Goddard, CEO of r2integrated
and Leah Messina, CEO of Sinuate Media.
panelists spoke about various topics such as; online tools, social
marketing and challenges their clients face. Some good points were made
throughout the session however, as most panels go, they were all
intertwined and scattered. I have highlighted some of the main items
that are beneficial to all businesses either as a refresher or as new
How are your customers
currently buying items or services? Social media outlets such as
Twitter don't work for everyone or every business. Let's take a
business such as a local plumber or heating specialist. When do you
need a plumber? Typically when something is wrong! Most people will
more than likely pick up a phone book or do an online directory search.
It's doubtful that anyone will follow a plumber's business on Twitter.
On the other hand, if you are looking for a recommendation for a
plumber, Twitter or Facebook might be the perfect place for you.
According to Goddard, "Social media is really about reducing a risk by
reaching out to like-minded peers. It's our way of saying, how do I not
make a bad decision?" We go get advice and it's sitting inside these
communities, we are getting the information when the conversation is
happening and it's all about reducing the risk. The social tools that
exist are about streamlining the process.
LinkedIn.com has been
around longer than Twitter and it isn't getting as much hype. LinkedIn
is a risk reduction and helps members make better decisions on how to
build relationships. It's Quality over Quantity. Your business should
be tied to your area of expertise, local community or industry
specialty. If you are a local business in a specific trade industry try
to focus on what you do and important topics that are relevant.The Clutter
really no need to tweet about the peanut butter and jelly sandwich you
just ate. According to Cangialosi , "THERE'S A LOT OF A LOT! " There is
no way we are paying attention to everything you have written. There is
so much white noise that it is crucial for businesses to stay focused.
Try to use important keywords or tags that can be searched for easily.
Blue Sky Factory leverages social media technology by using Hubspot
The Hubspot tool looks at web analytics and takes all the keywords you
want to optimize and ranks the conversations that are really important.
Blue Sky's goal is to engage the community, cut through the clutter,
and sharpen the focus.
Tools and Tracking
recommended several different tools which keep a watchful eye on what
people are saying about your product or who might be interested.Search.twitter.com
- Twitter's basic search toolGoogle alerts
- a great way to have information pushed instead of searching with the other toolsicerocket.com
- a social and search toolradian6
- a monitoring source for your brand across the webChi.mp
- helps steam line across multiple accountsDragon Search
- social media calculator
One tool that was not mentioned was Twitter Analyzer
, which is a tool that is fun to explore.Rule of Thumb to Execute Social Media
last question to the panel was, "How much time do you have for all of
your social responsibilities? We all know that owning a dog can be
free, but don't you have to nurture it?"
Leah recommends before
you update your Twitter account to spend 2 hours researching and
compile a list of daily social media updates. Update once in the
morning and at the end of the day. Leah typically puts aside 1 hour a
day for updates.
Greg doesn't use Twitter to update his Facebook
account. The Twitter stream is primarily used for business and he
separates his personal account from corporate account. He does his
tweets in spurts. He recommends that your conversations grow into one
on one dialog. You should pick and choose from one platform to another
because it is not relevant between the two socials. Try not to use hash
marks in your Facebook account - it may be Greek to many of your
Matt states, "The Internet is
a buying engine - not a selling engine. You have to be a part of the
buying process." You can't force the buying moment. Experiment with the
tools available to you and evaluate the outcome.
Leah - "When
you reach out you can tease out the most important people that are the
influencers. They can help you be a bridge to the community. Be genuine
and use it methodically."
Greg - "The influencer in today's
social world has a very wide footprint so you need to be very
authentic, transparent and methodical." The long term strategy for
social messaging is making sure your messaging is exact. What's the
right story to tell your audience; is it compelling and why?
June 25, 2009
President and Founder Local Roll Call.
Local Roll Call is a search listing provider and consulting firm dedicated to helping businesses get in front of consumers and understand the complexities of the local search landscape. Carberry formed the company after realizing that many businesses large and small don't understand the depth of local search optimization across the search engines and vertical/yellow page directories.
Dave has worked in Search Engine Marketing since 2000 and has worked with organizations ranging in size from small businesses to the Fortune 100. Dave is actively involved in the SEM Community. He speaks regularly at various search marketing and online focused conferences and is a member of SEMPO and the IAB.
A recognized expert and educator in online marketing, pay-per-click advertising, search optimization and local search. Prior to starting Local Roll Call Dave was Director of Feed Management and Search at Advertising.com and Platform-A, delivering new opportunities to clients on an ongoing basis with Consumer Shopping Engines, Paid Inclusion Programs and Cross Channel Feed dispersion.
Dave also served as Vice President of Sales and Marketing for The G3 Group. Dave has launched several successful start-up business ventures during his career, including WJFK-AM, Targetware.com and InstantPosition.com. He and his two children have also written and self published two children's travel books. Where Was I? New York and Where Was I? Washington D.C.