December 3, 2012

Build social media equity, then spend it!

The best community strategy? Ask your followers for favors

Target audience: Businesses, brands, marketing professionals, SEO specialists, agencies, Web publishers, general public.

Chris AbrahamWhile I don’t believe that the richness of the online world can be reduced to a real estate analogy, that’s what I’m going with in order to explain the way humans work, especially in concert and in community.

If you only give to the people and the community around you and never ask for help or for favors, people might still like you but they’ll never feel the sort of intimacy and humanity needed to really connect with you in a profound way. Instead of just building up brand equity by being the prettiest, smartest, most athletic or most altruistic person in the room, try asking for help; for favors. Continue reading

June 28, 2012

Your social media plan needs to shut up and start listening

http://chrisabraham.com/wp-content/uploads/2012/06/20120531-crmbpiya7x7bam93ci7un1p72s.jpgChris AbrahamI know you. You’re spending all of your social media marketing budget on promoting your brand, products, and services; that’s fine except you’ve either forgotten — or never knew — that social media is a two-way street. It is.

And, something you also didn’t know: social media is two-thirds defense and monitoring — listening — and only one-third promotion and publicity — speaking. Most marketing folks not only don’t get PR but they revile it; sadly, this is what social media is, no matter what you call it: public relations, all aspects of it: publicity, of course, but also crisis management! Continue reading

March 9, 2012

How to get over social media writer’s block

Chris AbrahamWe’ve all had it. Writer’s block. You need to write something and there’s nothing there. No idea. Nothing seems like the right approach.

Why does it happen? There are six reasons why you’ll have chronic writer’s block when it comes to producing content to feed your social media dragons: blog, Twitter and Facebook. Once you recognize some of these reasons within yourself, you can break out of writer’s block and let the world know what you have to say.

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February 29, 2012

The quantum method of reaching out to bloggers

 

Look for the cumulative power of the long tail

Chris AbrahamMy long tail blogger outreach strategy is periodically challenged or criticized as being too aggressive.

The argument generally goes as follows: If you send thousands of email pitches to topically and demographically relevant bloggers and online influencers in one go, you’re spamming. The real way to do it right is to reach out blogger by blogger, with each pitch being lovingly and relevantly written in series over time after investing months of time, previous to actually initiating a pitch, becoming best friends. 

In my opinion, it is virtually impossible to resource enough time, talent and treasure to engage meaningfully with enough people, enough influencers, enough bloggers, to result in the sort of impact required to move the needle with any level of immediacy or timeliness. Continue reading

February 22, 2012

How one author won over the gun buff message boards

Glock: The Rise of America’s Gun by Paul M. BarrettChris AbrahamIn order to mine social media marketing gold, you really need to roll up your sleeves, put on a pair of sturdy work boots, get into that little elevator, and descend that deep shaft into the gold mine yourself, pick in hand, and get to work.

Message boards and forums are full of marketing gold, but if gold were that simple to collect, everyone would be loaded.

Instead of walking you through the boring pedantics required to be an effective message board marketer, I will instead share with you an exemplar using the author and journalist Paul M. Barrett, author of the new New York Times best-selling book about the cult and culture of the Glock handgun, Glock: The Rise of America’s Gun.

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