This just in: My Invitation to the Pencil on Linked In

I must admit, it's a bit intimidating this new thing on Linked in.  Out of the blue, I was invited to be a Publisher on Linked in.

Intimidating because it has the potential to reach 300 million people which comes with an expectation to write something informative and interesting to that broad group of executives, entrepreneurs, and everybody who is ever your potential client.  

So I'm busy thinking of a topic and hoping that they don't revoke my access before I can come up with something.  I'm excited to get started, but need some topics ideas.  Anyone? Leave me a suggestion below, and when it's done, I'll post the link.

Creating a long, blog-like post, works like this:  

From the home button, your status form is at the top. If you have a Pencil in the top right, click it to open the drafting panel for your post.  

Write and design your post and be sure to include a photo and some engaging copy.  Once published, your posts become part of your main personal profile screen, and may also be featured on the LinkedIn Pulse stream for the topic area.  You may also get followers of your Pulse stream, just like all those famous subject matter experts you are probably already following yourself.  

Impressive. Daunting. and just bit intimidating. 

Soon more people will be able to become publishers and have their own Pulse stream of stories, increasing their exposure to millions of people.

Status updates remain unchanged.  So if you don't click the pencil to initiate a blog post, your status update will be visible only to your Linked in network of connections. 

Tell me are you a publisher? Have you made your first post(s)? Have you noticed increased traffic to your personal profile page? Do you have any followers? 

Don't be shy! I want to follow you on Linked in!

10 step checklist for small business starting in social media

I talk to small businesses everyday about social media.

They email me questions, ask for presentations, tutoring, help with setting up accounts, etc. The nuts and bolts can take a lot of time for small business, the services are always changing, and even once all the accounts are set up and integrated, they find themselves spending more and more time updating statuses and tweeting links with less and less satisfaction and results.

That’s one of the reasons I’m a big fan of strategy. Know what results you are expecting.

Know where you want to go. Sure, save all the usernames you can. That’s good advice. But you don’t have to populate them right now, or ever. Keep it simple. Blog only if you have time and your customers will value it. Tweet, definitely. Facebook page, absolutely. Maybe even add a coupon to Google places or foursquare if retail savings is your business forte. Make time to engage in key groups on Linked in if you’re a consultant.

Just keep it manageable.

Social media for small business needs to start somewhere, and starting small and making time to monitor results will help you judge your ROI. Here’s a 10-Step checklist for small business. If you’re a one or two person shop, realize that unless your business gets put on hold, putting these 10 steps into action can take 3-5 weeks. Because sometimes, well actually, all the time social media is less important than getting the work done, or going for coffee with a prospect, or sending a thank you note.

So if you’re ready to get started, here’s some suggestions. And if you need help, or want a strategy, give me a call or send me an email.

1. Ensure Google analytic tracking code is properly installed and functioning on web pages

2. Update locations and request reviews and recommendations on Google, Yelp etc.

3. Establish your foursquare account and offer a discount for anyone who checks in

4. Make your Facebook Page public with a username

5. Create your LinkedIn business page

6. Establish Twitter and Blog accounts

7. Write and post first content Blog then Integrate/Cross promote it by tweeting about it, posting on facebook

8. Add your new account addresses to your profile pages, emails, business cards, website

9. Update content on profile accounts, like your Chamber of Commerce and other site

10. Practise listening, creating and engaging strategies; monitor results!

If it was an 11 step checklist, #11 would be ... have fun! It’s called social for a reason.

Newsletters, snoozeletters?

This week seems to be all about newsletters for my clients. Email marketing is great, but what if no one's reading it?

Businesses and organizations of all sizes need to make sure their resources are being expended to bring results. Sometimes we keep doing things because we always have and it's hard to remove a communications tactics once it's established. There is a fear that stopping could be detrimental. So what's a business to do?

First, do your homework. What is your newsletter readership? Who is reading it and what parts are they most interested in? Whether it's on-line or hard copy, finding out this information requires asking them and gathering data. Emailed newsletters make gathering some data a little easier because you can track click-through rates and readership. However, even if we know what people are/aren't reading, we still need to find out why readership isn't all that you're hoping for so ask them.

Surveys through Constant Contact and other providers can be used for free during a trial period, so even if you're not subscribing to that functionality of your E-newsletter, it's worth trying out over a test period. You can ask your readers about design, content quality, topics of interest, length of articles, use of photos, frequency, timeliness, etc and if they would prefer to receive info from you in a different way. Find out how many are using RSS Feeds, and Twitter for example.

Second, review your responses, analyze the trends, and consider what the options are. Basically there are two: do nothing, do something. In the do something category, you might consider changing the newsletter (design, content, frequency, format, functionality etc) or discontinuing the newsletter and replacing it with other tools.

Likely there is no consensus; that is, no one solution will meet all your readers' needs. Therefore a strategy for change is required. So, the third step is implementation. Come up with an organized approach to making changes or adding new products. Be sure to write down what results you're trying to achieve, how you will engage your audience, and when you know you're making progress.

If you've decided that your newsletter needs just a few adjustments, trying making them over the next couple of issues with just a portion of your readership (eg 900 subscribers, could be segmented into thirds), and follow-up on those new click-through rates to see if, for example, adding pictures, or changing headlines, or changing format, makes a difference to your readership levels. Research, learn, change and repeat.

If you decide that introducing some different tactics such as blogging and tweeting combinations, are required, start that in addition to continuing your newsletter. This approach gives time to develop your following on these social media platforms. You can use your newsletter to promote your new sites and communications tools.

As you prepare for changes: don't forget to consider if all content you need to share is open to the public, as that will help determine the best tools to use for each message type, or if your blog, for example, should be restricted to subscribers or if you need to adopt another strategy for more confidential or customized material to replace some newsletter content.

Time and time again, communications tools and tactics seem to get added and never taken away. If your organization is making significant changes, it is possible to completely revamp your communications and make significant changes. However in many cases, communications is an evolution, and establishing news tools and measuring effectiveness is important before removing any existing products.

The goal is not to produce a newsletter; it's to achieve your organization's goals through effective communications. There are ways to add new tools efficiently. For example, social media updates can be automated for posting across multiple platforms such as Twitter, Face book and LinkedIn.

The key to improving communication is to get started. Any new communications strategy takes time. Start with good research, develop your strategy, implement, and track for results. Oh, and have fun while doing it!