Set Sails and BBC Capital - do you need social media to find a job?

Elizabeth Garone, writer for BBC Capital, asked me to contribute to an article she wrote about the importance of having a social media presence when job hunting. Other social media experts also offer their opinions and let me tell you - the advice in this article is fantastic!

Get the full article here.

WARNING! Your reach on Facebook is about to drop - dramatically!

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What you post on Facebook is seen on Facebook. All those fans (and friends) that have liked your page eagerly await your daily post to them... or do they? Maybe the would if they actually had a chance to see your posts!

The Facts
Since 2007 organic reach for pages on Facebook has steadily declined. In 2012 it was estimated that 16% of your total page fans saw your post. This would increase ever so slightly if the post got a lot of engagement (likes, comments, shares, clicks) which can still be the case today. In October 2013 it was estimated that just 12% saw posts and in February of this year one study showed that only 6% of fans saw posts!

The Problem
Why is Facebook "preventing" people from seeing your posts? Fans liked your page and took action to show they wanted to hear from you. Facebook claims it is due to "lack of space in the newsfeed". If this is indeed true, does that mean that soon there will be zero space for page posts in the newsfeed? This is a very damaging idea for businesses who have spent years building up their fan base and work hard to keep fans's interest. There is a way around the problem of fans not seeing your posts, but it won't come for free!

The Solution
Basically if your fans matter to you, you're going to have to start paying Facebook to show your fans what you post. This may seem a little sneaky, but Facebook isn't a charity or a free service. It's a business just like yours and mine. The good news is that Facebook advertising is very easy to use and very cost effective. Compared to print, radio, TV and even other forms of online marketing like Google AdWords and LinkedIn, Facebook has them all beat in the price department!

So what are your options? Experts estimate that just CHF 1 day is all you need to keep your business in the Facebook marketing game. If CHF 30 a month isn't in your budget, maybe there are other ways to invest you marketing time and efforts than on Facebook. That's hard for me to say as someone who specializes in social media marketing, but that's the reality and why I still advocate for maintaining a regular newsletter. That's something you own and that no one - not even Facebook - can take from you.

What is Author rank? How does it works?

With the release of Google's hummingbird it now takes more than upcycled content and keyword stuffing to make your content post ready. Hummingbird wants quality and relevant content for search engine users. Today, one basic requirement to befriend the new Google’s algorithm update is to have the Author rank factor.

So how does Author rank relates to this?

As defined by Sam Applegate in What is Google Author rank, Google Authorship enables article writers to link their online content to their Google+ profile via rich snippets, which in turn enables Google to credit the authors with the content.

It basically means that when a blogger gains authorship, his/her content is recognized by Google as relevant and share-able so it does affect the SERP rank of the website. The main reason why everyone wants to acquire it.

So when you finally have your Google+ account connected to your blogs, what’s the next thing?

Let this gif infographic entitled The Author Rank Building Machine entertain and demonstrate how to work for your author rank.

Orignal post via Callbox.

Recent Course about LinkedIn and Facebook

In late March I gave my third Curious Course about social media marketing. We focused on the psychology of why people use social media and how businesses can play off these motives to market their brand, how to better use Facebook and LinkedIn and discussed some third party tools to help manage our social media and make it a success!

If you didn't get a chance to attend the course, you can review the slides on SlideShare and see pictures on Curious Courses' Facebook page. 

And keep your eyes and ears open for a future very hands on Facebook course...

Looking good on LinkedIn

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LinkedIn is becoming the premier way to introduce your professional self online. Be sure that what you post and share there is the same kind of info you'd put on a resume or mention in a job interview. Achieve even greater success on LinkedIn with these tips.

Get a profile picture 
When LinkedIn suggests new contacts for me and one of them doesn't have a profile picture I 1) can't be sure it's the same person I think I know and 2) am left to feel this person created a profile ages ago and then left it to die. Let me ask you, would you go to a job interview without showing your face? Most of us would say no, unless we have a very good and perfectly acceptable reason as to why. Having a profile picture is just as important as meeting someone face-to-face.

Complete your profile with current info
Let your connections on LinkedIn know what you're about - just like you would with a resume. This is great so your connections know what skills you have and can offer, but also helps LinkedIn suggest others to network with based on the content of your profile.  

Connect and network
Ya got your picture. Ya got your content. Now get some connections! Quality connections are always worth more than quantity. So be sure you are requesting and accepting invites from people you know, trust or have a well-established reputation in your industry. TIP: When sending or receiving an invitation, LinkedIn usually creates a standard message for you. Forget that! Get personal and create your own "thanks for connecting with me" message.

Don't let your profile die!
Think of LinkedIn like a party. You're there in a room with lots of potential contacts. Don't just stand in the corner looking at everyone - or worse just staring down at the ground. Be a part of the party and chat with others. Compliment and converse to build professional relationships that will help further your career. TIP: Find ways that you can help others. This is an exceptional way to connect, make a solid new contact and demonstrate your expertise. 

Source: Social Media Today

Humanizing your tweets

Last month I talked about how we can humanize our email marketing to sound less like a robot and more like you. It's just as important to do the same on Twitter and all other online platforms. Sounding too automated gives the impression that there isn't a real person behind your Twitter profile and could seem spammy. Letting your personal voice shine through helps you develop trust with your audience, connect easier with their experiences and allows you to be approachable. Being human with your brand's marketing keeps the social media conversation going and that's what we want!

To get more out of your tweets, try to:

1) Get to know your audience and their needs. What are their concerns and objectives? How do they talk and what kind of terminology do they use? Become a thought leader by addressing their needs with  specific links to your website which provide solutions.

2) Tweet relevant content. It's not just about you on social media. You have to tweet about what's relevant to your industry. This kind of content is more likely to increase reach, influence and lead generation. Choose content that is high-quality and that won't overload your audience by being too technical.

3) Listen. Listen. Listen. Avoid using Twitter as a loud one-way conversation about yourself. Take time to hear what others saying about your brand, your industry and what questions they are asking. Using social media monitoring tools can be very helpful for knowing what people are talking about and what hashtags they are using.

4) Host a Twitter party. The place: Twitter. The time: you name it and let your audience know you'll be immediately available to answer questions and take suggestions during a certain timeframe. What a great way to make new connections, find new info and increase your brand awareness.

5) Remember, be yourself! There's only one your and there's only one of your brand, so don't be afraid to standout and be unique.



Source: Social Media Today

Social NETWORK vs. social PLATFORM and how to use both

What's the difference between a social network and a social platform? Is there a difference at all. YES! There certainly is.

Social networks are more like real-life networking events. Some examples are Facebook, Twitter, LinkedIn, Google Plus and Pinterest to some degree.

Social platforms allow for establishing credibility and expertise while creating an opportunity for engagement and discussion. YouTube, blogging, podcasts and SlideShare are perfect examples of social platforms.

Use these social sites by analyzing ONE network and ONE platform that your audience is using. Start by maintaining and cultivating contacts via your chosen sites before moving on to others.

Need more ideas? Just give me a ring.

What does your LinkedIn day look like?

LinkedIn has a new fantastic feature to help you network with your contacts. It's called Your Day and gives you an overview of what's going on today: contacts' birthdays, work anniversaries, promotions, travel plans, conversations with others in your network, etc. This information is perfect for congratulating contacts on milestones, joining conversations and planning impromptu meetings. Everyone gets birthday congrats on Facebook, but posting one on LinkedIn is sure to get noticed.

To use this feature, simply log into the LinkedIn and visit Contacts on the drop-down menu. At the top of your contact list you should see something like this:

From here is really easy to let your contacts know you are in touch with what's going on in their worlds.

You can even take this a step further and sync the Your Day feature with your calendar and email contacts. Not a bad way to keep fresh your business contacts!

Creating the perfect Facebook post

Posting on Facebook seems so easy - and it is, but making the most of your post takes a little planning and thought. Not to worry, here is what you need to know:

1. Keep your posts positive. Even sharing something like having to cancel an event or a product selling out, add an element of optimism. 
2. Give your audience something to chew on. By posting information or news gives fans a reason to follow you.
3. Posts that have links get more engagement than those that don't. Include a link and be sure to find a way to track your clicks.
4. Post pictures that fit. That means pictures that compliment what you are posting about and that measure 800x600 to fit nicely on your Facebook page.
5. 70% of Facebook users are mobile users. Appeal to their habits and post mobile-friendly posts. This means correctly sized pictures and easy to read posts.
6. Remember the 70-20-10 rule? Engage with your audience and post things that would make them want to comment or like.
7. After you post, listen. Part of promoting your business online is about listening to people who are talking about your brand. Be ready to join the conversation. 

Thank you, Social Media Today, for the information. 

Email market like a human, not a robot

Robots and computers do a lot of great stuff for us, but one thing they don't do very well is sound like a real human. Emotionless or prefabricated wording can make marketing messages sound boring and uninspiring. Get more from your audience my showing your brands personality through online marketing like social media and email marketing. Here are a few tips to get you started.

1. Use your name when sending emails. Although you are emailing on behalf of your company, including your name before your company name can make mass emailing like newsletters more recognizable. Something like "Jim, Dunder Mifflin" works perfectly. 
2. Smile for the camera and add a picture of yourself to your newsletters. Yes, your brand's logo does matter, but a face behind the logo matters even more when trying to relate to your customers.
3. State your mind. Robots don't have opinions, but you do! When sending email marketing, share an insight, opinion or experience to give more depth to the topic.
4. When I was a lad... Share the story of you and your brand. The passion you have for what you do creates a history and lets your audience know you are serious about your profession.
5. Remember your manners when someone signs up for your newsletter. The confirmation page should have personality to it, thank them for signing up and give a great first impression of the news they will soon be receiving regularly. 

The good news is we are all human, so following these steps should just be part of our human nature. Should you discover that you haven't yet found your voice, let me know and we can schedule a strategy meeting.

When social media is not your best marketing strategy

I'm willing to admit it. Social media is not for everyone or every brand. 

Before you dive in too deep, here are some key factors to consider when determining what role social media plays in your marketing strategy.

Take a hard look at your business:

• Is your business intuitively "social"?

• Is social media a forced-fit or does it come naturally?

• Does your line of work make sense to be in the public domain?

Then take a look at your customer:

• Is your customer intuitively "social"?

• Is it natural to connect with them in social channels?

• Will they feel comfortable interacting with you publically?

Still not sure if social media marketing is right for you? Give me a ring and let's work it out together.

Read more.

Nine ways to vamp up your social media

Feeling a bit lost or dull with your social media marketing efforts? Don't worry! Here are nine ways to get up, dust yourself off and get back in the social media game!

1. Create a social media voice that people want to hang out with. Make your brand sound like your customers, or more importantly, relatable to your customers.
2. Make yourself and your team visible. Give a face to the name!
3. Know your customers and what their day-to-day lives are about.
4. Be an active listener. If you don't know your customer, get to know them and then get to know them again in a few months. Things are always changing and we have to keep up!
5. Avoid too much branding or talking about yourself too much. 
6. Instead, be more conversational and invite others to contribute to your story.
7. Give credit where credit is due. This not only shows you are a respectable brand, but also gives you a chance to network with others.
8. Lay off the #hashtags. #No one #wants to read a #sentence with too many #breaks! Be relevant in what you tag to get maximum results.
9. Remember that numbers fans and followers are overrated metrics. I said numbers. Fans and followers matter when they interact with our brand. Just having them doesn't mean anything if they aren't being engaged.

Bonus idea: Have fun with it! What exists online is just a reflection of the real world. So just be yourself!

Thanks, Entrepreneur for the article idea.

Seven steps to creating you own infographic

Facts and figures presented as infographic are all the rage and rightly so! They are a creative way to present data and info that makes it fun and easy to read - something all audiences can appreciate.

Here's what you need to know about creating your own infographic:

Social media in healthcare

Luitgard Holzleg of HEALTHY AND SAFE AWAY FROM HOME shared an insightful video about social media's use in healthcare - for patients and professionals alike. Have a look for yourself.

The impact of social media marketing [infographic]

Integrating social media into multiple functions of your organization can benefit operations and yield a distinct competitive advantage. Adopting social media across the organization can help businesses:

• Find new market opportunities
• Get their pricing strategy right
• Increase operational efficiencies
• Attract and retain talented employees
• Get industry insights to make better informed business decisions

A recent infographic follows the life of real-world social signals. View it here.

40 ways to increase Twitter followers [infographic]

Need a quick reference to perk up your Twitter? Here are forty tips!

Studie Social Media: Stabile Beteiligung, mehr Profile, hohe Integration

Zwei Drittel der Schweizer Organisationen engagieren sich auf Facebook, Twitter & Co. Grossunternehmen sind zu knapp 90 Prozent dabei, KMU zu 60 Prozent, Behörden/Verwaltungen und Nonprofit-Organisationen zu rund 80 Prozent. Zu hoher Aufwand und Desinteresse auf Empfängerseite sind die wichtigsten Gründe für alle, die Abwarten. Die Bernet ZHAW Studie Social Media Schweiz 2013 #smch13 liefert Grundlagen für eigene Entscheide.

Lesen Sie mehr.

Creating content that builds community

Companies are increasingly finding that relevant, influential, and engaging content has the power to foster a loyal customer community. By taking a strategic approach to content development, companies can bring people with common interests together in one space to share stories and ideas related to their product and industry.

A successful content strategy will use distinct types of content to connect with customers, leverage community influencers for outreach and publicity, engage users through an interactive blog, and learn from the successful community-building efforts of partners and competitors.

DEVELOP A STRATEGY BASED ON CONTENT TYPE
John Jantsch, author of “The Commitment Engine – Making Work Worth It,” explains that individual pieces of content must combine to form a cohesive total body of work, designed to serve your business community over time.

Jantsch identifies five primary types of content:

• Trust Building
• Educational
• Community contributed
• Filtered
• Conversion

Read on here.

How to react and recover from a hack

No one likes the idea of their accounts being hacked, but it is good to know what to do in such an instance.

First, catch and counter the false tweet or post as it appears on your account.

Second, ask friends and contacts to tweet or post about the hack so all are aware that your account has been compromised.


Third, cover any tracks by posting correct information.

Fourth, thank you audience for staying by your side during the compromise.

21 Social Media Tool and Technology Tips that will Make your Day

I loved this blog post from Jeff Bullas that I just had to share it! It's all about the best tools to lighten your social media marketing load. Take a look and let me know which tool or technology you found most helpful.