March 4, 2013

6 ways for your corporate site to ensnare customers

Mission Bikes

Keep visitors engaged with a thought-out website strategy

Chris AbrahamWhen I’m not working on a Socialmedia.biz project, I work as director of social media at Unison Agency in Washington’s historic Georgetown. One of my perks is getting to work with Andrea Fabbri, executive director of strategy. He’s a strategist’s strategist. During a recent meeting he quipped, “a website is a trap — or should be.” I had never thought about it that succinctly. It’s true! 

Charities know it takes seven touches to garner a donation. Big brands know they need to fill the skies with advertising if they want to get into our consumer heads. Parents know that repetition is the secret to teaching their kids. The same thing is true when it comes to your website. Continue reading

February 14, 2013

Why you should cross-post by hand

SM.biz Facebook

Why manually handling cross-posts keeps content in top form

Chris AbrahamWriting once and sharing many times is very compelling as is the sort of evergreen content that you can share repeatedly. There are exceptions, of course, but you should think twice about automatically sharing everything. Why? Well, cross-posting tools don’t make your cross-posts look as good as they could.

In this new world of Flipbook, Pinterest, and the new Google+, you need to make sure everything looks right: the correct photo or image (Facebook and Google+ allow you to cycle through the photos to find the perfect illustration), the correct post title (sometimes Facebook grabs an ugly title and you’re allowed to edit the title copy — though you cannot do that with G+), and the correct post description (both Google+ and Facebook allow you to delete or remove the description copy, though Facebook allows you to even edit the description copy.) Continue reading

January 22, 2013

How to go from student to master of your domain


George Harrison, Stuart Sutcliffe and John Lennon of the Beatles, circa 1960.

Want to be a social media pro? Learn by doing

Target audience: Businesses, brands, marketing professionals, geeks, general public.

Chris AbrahamWhile Malcolm Gladwell suggested in his book Outliers: The Story of Success that you need to engage in a challenging 10,000 hours of experience and practice before becoming a master, don’t let that theory overwhelm you. The belief that you need to accrue all 10,000 hours of practice and experience before you sell yourself as a social media maven isn’t necessarily accurate.

All you need to do is know more than the person who hires you to become a professional. It is in taking the risk upon yourself to fake it till you make it, to make mistakes while you’re making magic, and in learning and knowing more so that you can win clients who are smarter and more sophisticated. Continue reading

December 17, 2012

Turn your website into your social media brand HQ


Image by elycefeliz on Flickr

Make your website your communications hub

Target audience: Businesses, brands, developers, marketing professionals, SEO specialists, geeks, general public.

Chris AbrahamAt the end of the day, none of us owns anything we do on Facebook, Twitter, PinterestGoogle Plus. What we do own is our personal properties.

No matter how many hours I spend at the Java Shack or Peregrine Espresso, I am just a customer. Social media and its social networks may feel like a home to some of us, but they’re really just private public spaces, similar to coffee shops, the Politics & Prose reading area, or the ballroom at the Rosslyn Marriott. Continue reading

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