August 24, 2011

Build Twitter followers using the theory of everyone

Look to the Long Tail to recruit brand ambassadors

http://mariosundar.files.wordpress.com/2010/06/500x_rodolex-hlarge.jpgChris AbrahamWell, as regular readers of this blog know, I am a Cluetrainian. This means I put more trust in the value and impact of the online influencer long tail than I do in the impact of the couple of dozen top influencers that most social media consultants and digital PR teams recommend. This is the Internet, an efficient platform allowing easy access to what’s called the network effect: The value of your social network is dependent on the number of others using it.

While it may well be important to have the top 100  influencers on any particular topic following you on Twitter or Facebook, it is not essential. You can make up for it by attracting, retaining, and activating everyone else. In short, anyone who shares her time, talent, and experience online is an important online influencer and potential brand ambassador for my clients.

How do you get lots and lots of people to follow your brand? Don’t know where to start? First, make sure you share your Twitter and Facebook information everywhere your brand exists in the real world or in cyberia. You could spend months and months developing these lists and groups of followers, encouraging folks to retweet your content and so forth. Continue reading

March 10, 2011

Starter kit for a social media strategy

Looking for Social Media Strategy

Creating a plan from scratch? These 7 tips will get you going

David Spark‘We need a social media strategy.” I hear this all the time. And companies have meetings upon meetings to discuss this. I’ve been a part of many of those meetings and it can be tiring to go through endless internal discussions as to what your social media strategy should be. You know what doesn’t work for a social media strategy? Not being social.

People just want to start.

Social media works when you become public about your discussion. So my recommendation is to fast track your social media strategy with the following recommendation.

While everybody’s situation is different, I find myself recommending the following basic model for most of my clients. Some of these recommendations are echoed in an article I recently wrote for Mashable titled, How to Jump-Start Your Career by Becoming an Online Influencer.

There are plenty of variations, but if you don’t know where to start, this model will work well for you.

Set up your own media outlet

TV StudioStep 1You need an outlet to publish your thoughts. You need a place where you can invite influencers and customers to be interviewed. You can’t become an online influencer if you don’t create content.

Repeating my mantra, “Content is the currency of social media and search.”

If you want to be traded and visible in social media and search, then you must create content – ideally good content.

There are many ways to do this, but if you want to save yourself a ton of headaches, complications, and cost simply set up a WordPress blog with a theme that’s optimized for social media and search, such as the Thesis theme. This blog uses WordPress and Thesis.

Create social identities

Step 2For most users and brands, you’ll want to have accounts and identities with the major sites such as YouTube, Facebook, and Twitter. Try to stay consistent and use the same username for all identities so as not to confuse yourself or your audience. KnowEm is a great service that will check across endless social services as to which names are and aren’t available.

Create a proactive editorial plan

Step 3Create thought pieces, how-to’s, explanations, videos, podcasts, or anything else that demonstrates your thought leadership in your space. This is where you form viewpoints that you hope to become leading opinions.

A simple way to produce a proactive editorial calendar is to simply ask your sales staff and sales partners, “Why are we losing sales?” You’ll get answers such as “We’re not even a consideration,” “They don’t know how we’re different than competitor X,” and “They didn’t think we had a solution for problem Z.”

Take all the answers, rank them 1-10 in terms of importance, and start creating content (e.g., articles, screencasts, how-to’s, case studies, video interviews) that answer those issues. Next time your sales staff are out in the field and they get hammered with one of these top ten questions, they’ll have your content as support and they’ll be able to close the sale. Continue reading

May 10, 2009

Free social media marketing Webinar

Chris AbrahamDigital PR executives Sally Falkow and I will co-present a free webinar this Thursday on the subject of digital PR, social media marketing and blogger relations. This event is at 1 pm Eastern/ 10 am Pacific time, and you need to register in advance so please register now!

The name of the free digital PR Webinar is How to Do Social Media Marketing: Bloggers, Social Networks, Metrics, and More.

Register Now!

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