Grow My Company

The danger in using a Facebook Page as your social media hub

As Facebook grows stronger and more relevant each day, it also becomes an attractive and significant marketing tool for businesses. In fact, businesses that neglect Facebook do so at their own peril if their competitors make the effort to craft a positive user experience there.

While Facebook's potential as a marketing platform for a company is hard to ignore, it is also wise to proceed cautiously on a network within which the user has few, if any rights, and little recourse in the event that something goes wrong.

Know that because Facebook is a free platform, it can do essentially whatever it wants. This means that it can, and does remove information for any reason. Unfortunately, such action sometimes seems random, and it becomes a huge problem for the Page owner, who suddenly finds himself adrift in a huge Facebook sea of indifference with no pipeline to a real-live human being who can or will help.

I've had 2 instances where I've experienced Facebook's callous disregard for it's users. In the first, Facebook took down a note on my own Grow My Company page because someone reported it as abusive, which is absurd. I had spent many months developing a list of tips for social media usability. I would tweet them and post them to my Fan Page, and then add them to this note, which linked off  a graphic on my page that portrayed me as a "Tipster." There was absolutely no questionable content included. It was just tips for Facebook, LinkedIn, Twitter, video, and social media in general, but someone reported it as abusive, and Facebook yanked it down.

So, why would Facebook do this? I can't say with certainty, but I can speculate that somebody decided to be spiteful for their own selfish reasons, and they reported the Note just to be mean. Unfortunately, this instance proves that Facebook doesn't bother to review reported content, they just remove it. So beware.

Unfortunately, I neglected to keep a local copy of the list I was developing. I can certainly rebuild it simply by going back in my posts. Will I? Maybe, but it will be a lot of work to duplicate my effort.

In the second Facebook affront, it suddenly, and without warning, took down a client's Fan Page. This was a law firm Page with absolutely no questionable content as well. It contained over a year's worth of blog posts from 4 legal blogs, legal news, and 50+ legal videos.

In both above instances, I tried my best to open a channel to an actual person within the Facebook conglomerate who could listen and help, to no avail. I dug through countless help documents and sent many messages. I worked my social media channels hoping to find someone who knew someone within Facebook. My LinkedIn network gives me access to about 11 million people, and I came up dry. Facebook is a black hole when it comes to customer service.

So, I am very cautious about positioning Facebook at the center of any of my clients' marketing endeavors. I agree that it's an essential component, but I've been reading lately that some companies are actually getting rid of their websites in favor of establishing their Facebook Page as their primary online presence. I believe that is foolish. When you use Facebook, you're playing in a sandbox that you don't own and where you have just fleeting, non-specific rights. Facebook can make any decision it wants at any time, for any reason, and you have no recourse, as you would with something that you pay for, like a website hosting service.

 

 - Christine Pilch

Friday Favorites: 5.20.11

Here are 5 of my favorite or most helpful things I read on the web this week:

1. 10 Best Tips for Creating a Mobile Site:
   Are you thinking about mobile marketing yet? If not, you're a little behind the curve because smartphone use and mobile traffic are growing daily. This article offers a brief, plain English overview of best practice for developing a mobile site.
2. The Most Complete Twitter Application List Available - 2011 Edition:
   No explanation needed here. This list rocks! You might want to bookmark it.
3. 5 LinkedIn 'Must-Haves':
   LinkedIn has developed into a serious business tool, and this article offers solid tips about getting as much as you can out of the application.
4. New Facebook Promotions Guidelines:
   This is certainly not the most exciting item on this list, but it may be the most important. Facebook is serious about reducing their own liability, and a lot of the things people ordinarily do when they run a promotion on their Fan Page is actually against Facebook's terms of service. Read these guidelines and respect them, or you just might find your Page disappear one day. Remember that this is a free platform and Facebook can do whatever it wants, leaving you with little to no recourse.
5. How to Build a Free Social Media Monitoring Dashboard:
   Yes, you can track your social media activity without spending big bucks with expensive monitoring services. Here's a step-by-step guide for all you do-it-yourselfers. 

Well, that's it for this week!

- Christine Pilch

QR code marketing mistakes

I recently received my first two marketing postcards that utilized QR codes. QR, or quick response codes, utilize a 2 dimensional, square barcode that, when scanned with a smartphone barcode reader, takes the user to a webpage. While I applaud these businesses for jumping on the bandwagon and using this hot, new technology, I sure wish they had done it right!

The first piece was from an area hospital, and it was promoting their birthing center. (I'm going to stay on task here and not critique the punctuation or composition of the piece, which were poor.) I'm on Android, and the QR code brought me to the hospital's Facebook Place, which was connected to their Fan Page, but it took me a moment to figure out how to get there. In fact, I had 3 choices in the navigation, Activity, Wall, and Info. There was no landing page telling me anything about why I scanned that QR code in the first place, or how to collect on their free offer, as described in the piece. I was simply dumped onto an irrelevant Fan Page that didn't have the information I wanted.

So how could this hospital have properly utilized that QR code to give them a marketing advantage? Simple; drive traffic to a page that expands upon the information included within the postcard. If that can't happen on Facebook, the landing page should have been built on their website.

Also, the huge missed opportunity here is that even if the mobile user could get to the custom landing tab, there's no information about the birthing center there. The user has to click to another page for that info. This is wasted marketing money because many women will simply like the page as instructed, collect their free gift, and go have their baby elsewhere because they weren't given a compelling reason to consider this particular birthing center.

The second postcard was promoting a seminar for non-profits. It wasn't a bad piece. It explained the benefits, and I clearly understood the advantage of attending. However, unfortunately, they also fell short with the addition of their QR code on the piece.

The code takes the user to a webpage that doesn't include any more information than the postcard and wasn't optimized for mobile use, so the text was tiny. The registration button was so small that it was barely visible, and when I clicked on it, I received a big security warning saying that the certificate was not from a trusted source. That didn't give me much confidence about proceeding.

The moral of this story is that while it's terrific to utilize new technology, traditional marketing principles still apply. You still need to drive people to a place where they can get the info they need. You still need a compelling offer to entice people to take action. You need to always make it easy for your prospects to do business with you. And, in this case, you must test, test, test...on every mobile platform.

 

- Christine Pilch

LinkedIn: Why should I bother?

Now and then I hear someone say something like, "I'm on LinkedIn just because someone sent me an invitation. I don't use it though." That always makes me shake my head in amazement about the potential opportunities they may be missing.

Google yourself. Sure, right now. If you're on LinkedIn, your profile is likely one of the first entries, probably the first one. That's how important your LinkedIn profile is. And don't kid yourself, people Google people all the time, especially if you're looking for a job or you offer some sort of service. So it really doesn't make much sense these days to ignore LinkedIn.

In addition, this high-test version of your resume is available for the whole world to see 24/7, so it's a good idea to spend a few hours polishing all the details. Simply listing your title and company tells people that you don't much care what information is out there about you and you don't take seriously what is arguably the single most significant professional online networking tool available today.

Still think you don't need it? What if you're a lawyer, doctor, engineer, architect, or accountant? Do you really think that patients, prospects, and clients don't check you out online? Consider an employer that is looking to recruit for a plumb, new position. If your profile doesn't demonstrate all the wonderful things you bring to the table, that opportunity may just pass you by in favor of someone whose skills looks more attractive. And don't fool yourself, employers search for qualified candidates to fill openings on LinkedIn all the time.

Here are a few of the most important reasons that you can't afford to neglect LinkedIn:

Builds your network - LinkedIn provides an opportunity like never before to meet and collaborate with people who you would likely not meet any other way. The talent pool available to question, poll, and request advice from is almost overwhelming. LinkedIn's 3-tiered network gives you access to your connections' connections whenever you search for someone with particular skills, and the reverse is also true, so a strong LinkedIn presence can get you noticed when a friend's friend is searching for someone who does exactly what you offer.

Demonstrates your capabilities - This is not the place to be humble. A strong LinkedIn profile can lead to jobs, project work, speaking engagements, and new vendor relationships.

Displays public references - This is an opportunity to prove that you are actually capable of all the wonderful things you claim on your profile. These credibility boosters are also instantly accessible references for a potential employer to read, which may give you an added push to the top of the applicant pile.

Personal branding - You already have a brand, which is how people feel about you. It's the public's sum total of all their experiences with you. LinkedIn provides a terrific opportunity to bring your brand online, reinforcing what people already think of you professionally and revealing it to an expanded network.

Increases traffic to your website and blog - LinkedIn provides many opportunities to drive traffic to your website and blog. You can start by adding links within your profile, but don't forget about adding them to your signature whenever you post a comment to a discussion item within a group or answer a question. You can also post a link to a new blog post as a status update and within relevant groups. In addition, you can add links to your website and blog from your company's profile, and you can use the companies component to add exclusive offers that link to custom landing pages on your website or blog.

Positions you as an expert - LinkedIn provides opportunities to demonstrate your expertise in ways that don't make you appear as a pompous, egotistic fool. By answering questions, contributing to discussions, and always being helpful and friendly, you can raise your professional credibility and stature. This can lead to media interviews and other opportunities.

LinkedIn is the professional standard of online networking. If you're a professional, people expect you to be there these days, so you might as well take advantage of the potential to promote yourself.

 

- Christine Pilch

Friday Favorites: 5.6.11

Here are 5 of my favorite or most helpful things I read on the web this week:

1. 26 Ways to Engage With Customers Using Video:
   Are you using video in your marketing yet? If not, wha are you waiting for? It's one of the hottest marketing techniwques available today. This article has great tips to inspire you.
2. The 7 Biggest Lies Out of Digital Hollywood:
   Hollywood seems to be playing ostrich, sticking it's collective head in the sand, and hoping that the things causing it to loose its iron grip on the entertainment world will just fade away. Not so. This article is an insightful look at common myths perpetuated by the Hollywood dinosaurs.
3. 3 More Ways to Manage Your Dropbox Files You May Not Know About:
   Dropbox is a great way to store files in the cloud so they are available to pull up wherever you are. This article offers a few helpful tips.
4. How to Get Your Employees On Board With Your Social Media Policy:
   Without staff-wide buy-in, you social media initiative has little chance of success, especially if it depends upon collective support. This short article will get you thinking.
5. Five Steps to Help Your Brand Avoid Overpromising:
   Your customers easily feel the difference when their experience differs from your brand message. So how can you synch those two aspects? This article will give you a few pointers about how to do so.

Well, that's it for this week!

- Christine Pilch

LinkedIn recommendations: why they really do make a difference!

Your LinkedIn profile is available 24/7 for the whole world to review. It provides an opportunity to put your best foot forward and reveal all the wonderful things that you can do for a prospective employer or client.

Unfortunately, far too many people don't bother to complete their LinkedIn profiles. One step required to reach 100% completion is to obtain 3 recommendations.

There are several reasons to get recommendations on your LinkedIn profile:

Helps substantiate all the wonderful things you're claiming about yourself: It's one thing to claim that you can do something, but it's better to have others say it for you. That provides the proof that you are indeed capable of what you say you can do.

Proves that you're good enough for people to put their own reputation on the line: Most people greatly value their professional reputations, so when someone recommends you on LinkedIn, they are actually sticking their neck out and stating that they believe in your value.

Recommendations are often a point of distinction, since most people on LinkedIn don't bother: If someone is evaluating you against another candidate who looks similar on paper, and you have plenty of strong, creative, and well-written endorsements on your profile, that might be enough to open a door for you.

Here are some tips for LinkedIn recommendations:

Only recommend and request recommendations from people you have worked with extensively and know well. These people should be very familiar with your skills and you with theirs. It's okay to refuse a request for a recommendation, and I have done it several times with casual social media friends. Since your word is at stake, make sure that you have a solid basis to make a recommendation.

Don't use the stock invitation requst form message. You're asking someone to do you a favor, and it will take a bit of effort on their part, so don't you think this deserves a personal, custom request?

You can write the recommendation yourself and suggest they use it. If you want to make it easy on someone, go ahead and draft a suggested recommendation. People often appreciate the assistance, and you get the added benefit of creating something that best suits your needs. 

Strive for variety and balance. If you've been working for a while and have had several jobs, try to get recommendations from a few different ones. Chances are you applied your skills differently in each one, and your peers and former bosses can speak to a variety of your talents. Beware having cookie-cutter recommendations that all read the same on your LinkedIn profile. That seems fishy to prospective employers and clients, and it isn't really all that helpful.

Use your charity and community work. If you've done a great job in a volunteer capacity, and you're connected to someone you worked with within that organization, they may be able to offer insight into a different aspect of your personality, so don't overlook these opportunities to shine through a different kind of recommendation.

Reciprocal recommendations are fine if appropriate, but don't feel that is required. For example, several people who have attended my speaking engagements have recommended me, but I can't reciprocate because although they greatly benefitted from my work, I am not familiar with theirs. Our relationships don't run parallel. It also looks suspicious if every recommendation on your LinkedIn profile goes both ways, so try to resist that.

 

- Christine Pilch

 Image Credit: Microsoft