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How to Increase Your Social Media Capital

Portions of this post – written by yours truly – were previously published on the Dentoola blog.

Trust rules. That’s why I’ve talked about it in a post or two.

It’s among the reasons you and I check our Twitter “Follows.” Making sure a “follower” is actually a trusted individual and not some “bot” with “size-matters” issues (follow/follower-list size, that is).

Trust Agents by Chris Brogan and Julien Smith affirms how essential trust is – not only in how we do business but how we engage on social media.

Social capital (the currency of web based influence as Brogan and Smith refer to it) is built over time. Like monetary capital, social capital can be spent quick and easy or increased day by day if not minute to minute. (Read Brogan’s and Smith’s book to get a useful scope about who a “trust agent” is and what they do.)

Recognize the value of social capital and trust if you’re going to succeed using social media as an engagement and marketing tool. Join the social media crowd – only – if you’re willing to be a trust-builder through consistent and relevant content.

3 ways to increase your social capital by becoming a trusted voice:

1) Listen

Tune into channels that have a voice in your industry and/or your niche. Sort, cull, and develop a “feed” list of those who seem to have their finger-on-the-pulse of what would benefit your “crowd.” (Use Google Reader, etc.)

Who is creating or repeating (retweeting, liking) relevant, useful content? And while you’re searching, become a voice by opening a channel.

Start listening with a blog page on your website. Then launch a Twitter account followed by a Facebook page. And if you’re a networking maven get LinkedIn.

2) Learn

Spend time on your industry’s blogs, Twitter, and Facebook pages (see 1-”Listen”). Learn what content others are sharing. Learn how they’re sharing it and how often they share (post) their content. Learn where they curate their content.

Sure, trust is earned. It’s also learned when you become a student of others who’ve paid-their-dues to earn it!

3) Leverage

Leverage your trust into social media capital. For example, consider how you built your business or online reputation. You’ve become a trusted source of information and expertise overnight…right? Of course not.

How have you built your reputation in a specific niche? You deliver quality, useful products and information to a market segment on a platform of trust.

In principle, think of your social media presence in terms of how you’ve developed trust. You give excellent informational expertise consistently. And when people experience an issue, need, or challenge who comes to mind? You, of course!

Why? They trust you!

Increase yours online as you become a trust agent – listen, learn, and leverage.

What’s In a Name? 3 Questions for Creating a Business, Product, or Service Name that Sticks & Sells

My oldest daughter asked me to help her brainstorm some names for a business her and a friend are launching. Being the marketing-minded Dad that I am I quickly launched into a marketing-101 lesson (why do I do this?). Hey, I’m passionate about my daughter’s success and avoiding the mistakes so many new launches make.

Her initial question tipped me to the primary mistake many make, “Hey, Dad can you help L and I come up with a ‘cute’ name for our new business?”

I’m all for creative biz names and taglines (“cute” not so often). But there’s not as much buzz potential in “cute” and creative as many people think. It’s possible, if you’ve built a brand identity over time such as the big-dog brands have (think Apple, Nike, Starbucks, Ford, Coke, Pepsi, etc.). Or if you’re a recognized personal brand – meaning your name is front-of-mind in a particular niche or with a product.

My daughter’s request (which I’m more than happy to assist with by the way…and which I’ve already opened an Evernote file to collect ideas in) prompted my thinking about naming businesses, new product and service lines, etc.

3 questions to ask when naming a business, product, or service if you want it to stick & sell.

1) What are its benefits?

You want to grab people’s attention. And a top way to do that is benefits. Make sure your name at least suggests a solution to a problem. Invest time to brainstorm as many benefits as you can think of that your product or service delivers (why do people use “it”, what will they solve, feel, experience when they use “it”, etc.) Don’t diss any you think of. Add them to your list. There’s a choice-name in there somewhere.

2) Does Google “love” it?

Do a Google search on your product/service idea. Research the search results for others doing what you want to do or promote. First, see how many search results are returned. High search numbers only tell one side of the story (there’s certainly more science to this than one point in a blog post can cover). Bottom line: is Google showing your idea any “love” at all (Google-love is huge)? Are people looking for solutions to any problem your product/service solves?

3) Will we expand our product line?

Businesses and service providers usually discover more ideas after the initial one that gets the ball rolling. And if any of those have strong potential it’s important to make sure the name you choose has some bounce and flex. Think beyond one product or service line. If your first product/service is your big ticket then by all means stay with a name that promotes the heck out of the benefits it delivers. Keep in mind you are probably in a broader niche than you think. That’s the value of doing your Google research – who else and what else is out there…and what are they into?

Answer these 3 questions for starters. There’s more for sure. But I believe you’ll find these opening the floodgates wide enough to land on a good list of name potentials.

And remember – don’t over-think it. Ready…Fire…Aim, baby!

How to Make Your Content “Sticky”

I walked across our kitchen floor a few days ago and experienced that somebody-spilled-something-sticky-feeling on the bottom of my bare feet. Ever done that?

That’s bad-sticky! But when we talk about sticky-content…that’s good-sticky!

Speaking of sticky – do you know the story of the Post-it® Note? You know, those little yellow notes we can’t live without!

The Post-it® Note was invented as a solution without a problem (yes, you read that right). It was created by Dr. Spencer Silver, who happened to develop a unique, re-positionable adhesive. But (at the time) the 3M scientist didn’t know what to do with his discovery. Six years later, one of Dr. Silver’s colleagues, Art Fry, remembered the light adhesive when he was daydreaming about a bookmark that would stay put in his church hymnal. And as they say – the rest is history.

Today, the Post-it® Brand boasts more than 4,000 unique products. It’s become one of the most well-known and beloved brands in the world.

Content Stick-ability!

Most content exists for a simple reason. Consider your products and services. Why do they exist? For what purpose were they created?

Whether it’s offline or online marketing content or social media content that links back to your website, a landing page, or a blog post – your content must be evaluated by a simple analytic!

Max Lincoln Schuster said, “Never forget that people never buy things or services…they buy solutions for their problems.”

Solutions…without problems

Back to the Post-it® Note story. Recall the subtle result of its invention – “The Post-it® Note was invented as a solution without a problem.”

Marketers, copywriters, content creators and curators, bloggers, social media writers and users must remember – not all that’s written or created solves something. And if that’s the case our content becomes just more “word-noise” in an increasingly noisy universe already overloaded with information!

I’m passionate…no, I’m OCD (with respect) about relevance. I have a background in church leadership and countless hours of writing and public speaking experience in that venue. I was driven then – and still am – (come “hell-or-high-water”) to find and provide practical…actionable principles in what is typically irrelevant to modern life and culture.

When problems and their solutions often elude the masses, why create something that’s irrelevant? It’s like the proverbial carrot-on-a-stick (available but out of reach) to our readers, clients, etc.

How to be a solution-source through creating “sticky” content.

>Listen

The phrase “you’re talking so much…I can’t hear what you’re saying,” applies. In today’s marketing-numb culture it’s profitable to listen. If you want the most ROI on your social media, online marketing, email promotions – whatever it is – develop a new bias…LISTEN!

Cup-your-ear to not only your customer feedback surveys but also your social channels. TweetDeck, HootSuite, News feeds, etc. can help you keep your-ear-to-the-groundswell of chatter about any industry niche – including your specific niche.

Businesses, business-to-business, small-business, manufacturers, educators, trainers, publishers, consultants, and marketers, and more are talking on social media. They’re promoting and they’re engaging there. Start listening.

>Leverage

Here’s where things can get sticky (in a good way). Content that’s sticky with problem-solving quality is your leverage point. If you’re listening to your industry and what they’re talking about – from patient to promotion – you’ll get a good idea about problems that need solving.

Become a problem-solving rock-star by using case studies, whitepapers and articles. Use some link-leverage by linking (more on that in a moment) back to blog posts via your various social media channels (Twitter, Facebook, Google+, LinkedIn, etc.).

You have more leverage (and the potential for it) than you think!

>Lift

Lift happens when you engage your “followers” and “friends” beyond the one-way conversation of content, content, content! And engagement happens when others retweet (RT) or mention your content to their “tribe” of followers and friends.

It’s called “social” media for a reason. Anti-”social” behavior gets sniffed out as fast as spam in your inbox!

Lift your stick-ability by lifting others and their content. Be generous with RT’s (retweets on Twitter), @mentions, #hashtags, #FollowFriday “love,” comments on blog posts and articles, “Likes” on Facebook pages, “Circle-friendly” behavior on Google+, and linking back to others’ (even competitor’s) quality content.

Let these tips “stick” as you’re creating problem-solving…solution-oriented content. Even better write them on a Post-it® Note and stick it…somewhere you’ll notice when creating content.

And if you want some help – contact me to create some stick-ability for you (I promise I won’t leave a sticky mess…like on my kitchen floor…oops, maybe that was my-bad!).

Understand 2 Things as You Jump Into Social Media

“Social Media isn’t inexpensive, it’s different expensive.”

Jay Baer said that. And what he’s talking about is important…no, vital – especially as you’re taking-the-leap into social media!

First, don’t pull-the-plug on social media or start making cuts to your marketing budget so you can plug it into your marketing efforts. Baer isn’t talking cash-flow.

He’s focused on something we all have the same amount of but use so ineffectively – time!

Social media takes time.

To establish a reputation on the social web involves daily participation. Content creation, engagement, customer service – however you use social media – it ALL takes time!

Jay Baer explores the time investment more thoroughly here. Let’s take a look at his two insights (options) from the article and apply them to your business. Understand these as you launch a social media presence or reengage the one you’ve already begun (but are finding time consuming).

“Social Media Time Management”

Consider all the time-consuming tasks you do everyday. Sending and receiving email, returning phone calls…oh, and interacting with (hopefully) a steady stream of clients, customers, etc.  – depending on your niche. And if you’re planning to get the most mileage out of your social media presence you’ll need to do a serious time inventory.

“You need to do whatever you can to tie behavior and time utilization to business results. Then, you need to jettison what you’re doing that isn’t a clear net positive, and use that new found time vacuum to fit in daily social media participation.”

Get Help

Many of your social media tasks should bear your unique voice. As Baer says, “…it’s difficult to outsource your voice.”

Keep a grip on your social media efforts. But not such a tight hold that you control too much of it and thus lose control of your valuable time.

Use these social-media-time-saving hints:

>Create a content calendar with topics of interest to your clients/customers/followers, upcoming promotions, the latest industry news of interest, etc.

>Outsource the research and content creation. Think written as well as video and photo content too. Broaden your social media scope to include the various outsource-able help-points you have available to you.

>Keep a greenhouse of content growing. Keep blog post, tweet, and article ideas in the soil. Water them occasionally with new thoughts. When you need content it’s there and ready to go! (Evernote is a superb “greenhouse” for content and idea “growing”. Check it out!)

Social media works! But you must invest valuable time and use the tools available to help you get the most mileage for your marketing purposes.

“Nobody said social media was both transformative AND a slam dunk! It’s hard. Really hard. So you either need to make the time internally, get more people involved, or stay on the sidelines.”

Look no further…I’m “people!” Ask me. And subscribe to this blog for more valuable social media tools in future posts.

3 Blog Basics for Business

[Portions of this article - written by me - first appeared on the Dentoola Blog-01.11.2011 and have been re-published on my dental industry niche blog at DentalCopywriter.com]

Businesses and service providers that “get” social media will move ahead of the crowd. What’s a good first step?

Choices vary these days from Twitter, to Facebook, to LinkedIn, to Google+, YouTube and more. Try one or even better test-drive all. And while you’re at it remember a foundational essential – the blog!

“…blogging is an essential ingredient to any social media strategy.”

Amy Porterfield blogged that while confessing the common uncertainty of what to write about, when to post, how to grow subscribers, and how to keep them coming back for more. “If you’ve had any of these concerns you’re not alone!”

Businesses can benefit from the social media marketing boom. And many are getting ahead as we speak!

Blogging is an essential entry-point strategy to get the wheels moving forward.

Let’s start with some blog basics.

1-Keep it simple

A blog isn’t a novel. There’s no real pressure to create a plot, back-story, or drama. It’s simply a place to engage, inform, and inspire (more on those in a moment).

Blog about your expertise. But don’t overwhelm your reader/subscriber with industry-speak. Remember the point is to engage (make friends) not impress or worse, alienate.

Start simple with your company/business blog. Give readers and subscribers something to use.

What do you know about them?

> Make a list of topics. What are your clients or prospects concerned about? Read other blogs. Get a Twitter account and scan your niche’s trending topics (look for “#” – the hashtag). Then…write simple how-to tips and post on your blog!

> Create an editorial calendar and regularly add ideas to it so you’re never without a seed thought or two to develop.

> Contract a blog writer. Many copywriters specialize in online writing. They know how to write compelling blog copy and load it with SEO friendly keywords (tags).

2-Keep it conversational.

Write (blog) like you would talk to a friend over drinks or dinner.

You lose and readers lose when you speak a language they don’t speak. Sure, you know your industry and the terminology like the back-of-your-hand. Just remember to keep it out-of-the-clouds and not so “lofty.”

Use your blog to engage them in not only practical knowledge but give them a place to interact with your expertise via questions and comments. A blog gives them access to your knowledge-base 24/7.

Ongoing conversations about trends, supplies, leadership, management consulting services, menu choices, merchandise, etc. builds trust that you can take to the bank! A blog spotlights your well-earned professional knowledge, skills, and services in a most engaging way.

3-Keep it civil.

Sometimes you’re tempted to use your blog to rant. Should you?

There’s some buzz about social responsibility and online content. Keep in mind that what’s said online…stays online! Take-backs may work in face-to-face conversations or print media. But online…not so much! That should determine if (perhaps the best practice), when, and how you choose to rant via your blog content.

Inform. Inspire. Compel…but do so responsibly!

Deliver useful, practical, actionable content on your blog. Readers will come back for more…and tell others to do the same.

Blogging is an A-level strategy for taking the leap into social media marketing. And it flows very effectively into how you can use Twitter, Facebook, LinkedIn, YouTube, and other social media tools.

A 5-Question Filter for Your Marketing Content (Including Social Media)

You receive a marketing piece via mail…and Wow! Or you log onto a website and the embedded flash reminds you of a Vegas show. My first fleeting thought is – “Someone dropped some cash on that…!”

Hold that thought…because there’s a deeper question that begs answering. And it’s a question that the ever-changing marketing landscape asks with the persistence of a 5 year old on a vacation road-trip – “Are we there yet…Are we there yet…!”

Here’s the question: “Would I do business with them because the promotion was pure eye-candy or because it engaged me?”

Engagement matters! And that’s why social media rocks the establishment today and will continue doing so.

It’s creating entirely fresh ways of measuring whether your B2B or B2C marketing and copywriting is hitting its intended target. And it further challenges you to be all the more intentional with your marketing.

Marketing content that’s attractive and marketing content that attracts are two different things.

These 5 questions from an article on eMarketer.com provide an important measure for creating marketing content that attracts (not just attractive content):

1—“Is the content unique?”

Don’t confuse “unique” with out-of-the-box! Be unique by highlighting the deeper benefits of your services more than your competitors do. Remember many companies are content to stick with the surface, feature-fluff while ignoring the real solutions their products and services deliver.

Answer the question – what makes us uniquely capable of meeting that client’s need? Steer your content in that direction.

2—“Is the content useful?”

Make your marketing message actionable. When a prospective client reads one of your Twitter or Facebook feeds are they persuaded to take action? That action could be as simple as clicking a link to a blog post or taking advantage of your clearly stated promotion by surfing over to your website.

Ask them to do something through actionable content. “Useful” content addresses your prospect’s needs…desires…lifestyle. For example, your ad for a particular product or service should tap into their emotions more than it spotlights the latest…greatest technology!

Measure by usefulness!

3—“Is the content well-executed?”

Twitter works as social media platform mainly because of its 140 character limit. It forces tight, sharp, to-the-point content. Say what you will about our culture of social media sound-bytes – it’s actually helping us cut through the clutter and just say it!

What’s the message of the moment for your business? Social media helps you say it clearly.

4—“Is the content fun?”

Twitter earned a shout-out in the previous point. Facebook gets its turn in the spotlight now. As a social media platform, a Facebook page helps keep content fun. Photos and comments from a company gathering, an outing, or a client success story keep the fun-factor alive. And don’t forget the “places” feature. It adds value if you’re a location based business.

The new Facebook video chat feature rolling out as we speak will add another layer of connective-engagement. Go face to face via the Skype-based tool with a potential or current client states or a continent away!

Make sure your content puts a smile on the faces of those you do business with. It’s contagious!

5—“Does the content make good use of the channel in which it appears (e.g., social, mobile, video)?”

Again, this is about “execution.”. It’s vital to fully maximize your marketing “channels.” And knowing which to use is as important as how they’re used.

Begin now to run all your marketing content – especially social media – through this 5-Question Filter.

How to Declare Your Independence & Do More Profitable Marketing

Some post-Independence Day reflection has me thinking about the value of the holiday – given what it represents.

We celebrate with fireworks, grilling some form of meat, sipping a cold beverage, hanging-out with friends and family. And we remember – at the “twilight’s last gleaming”…as a celebratory burst of fireworks explodes overhead – to reflect on what it means to be American.

Sweet freedom!

Think about it – you and I have freedom. The undeniable freedom to live, earn, and prosper in this great country!

Declare Your Independence

In business, true freedom is knowing what makes your products/services unique. Your USP (Unique Selling Proposition) gives you the confidence to stand independently among your competition.

How uniquely independent is the copywriting that promotes your services and products? Have you established your independence in the industry marketplace with outstanding copywriting?

3 Steps to Declaring Your Independence from Your Competitors

In the spirit of independence and all things freedom, consider your business growth in the first half of this year. It is, after all, July. You’re halfway through the calendar and either celebrating the profits to date or evaluating how you can emerge profitable at the end of the two remaining quarters come December.

Before you think “Jingle Bells” and mistletoe (that’ll be here soon enough) let’s do some mid-year evaluation of your marketing resources in the shadow of the the recent July 4th holiday and the ole’ “red, white, & blue.”

Exercise some freedom of thought by applying the following steps to your marketing content.

Read…Write &…Renew… (think red, white, & blue)

**Read**

Reading your marketing copy with fresh eyes could be the key to increasing your second-half profits. Begin to read your promotions with a more critical eye.

Start right now! Pull up your current promotion. Scroll over to your website. Check out your latest blog post, tweet on Twitter, or Facebook page post.

Does each uniquely declare your market niche independence? Do the words suggest that you’re offering something different than every other solution currently available?

Often a business relies on outdated, over-done, over-written copy and expects it to work its magic on prospects and clients. Is it?

Eye the promotions that arrive in your email in-box and your postal mail. Which ones get your attention? What is it about the content that draws you in, inviting you to read further?

Compare it to your A-Level marketing piece. Differences?

**Write**

The keywords and concepts you glean from the vast amount of copywriting you receive via postal mail and email might be good-as-gold to your business.

It’s been my practice to read a market proven promotion such as a direct-mail or online sales letter (I’ve got files and book full of them). Typically I’ll read the same one over and over again for a period of days during a given week. Then I’ll hand write a large portion of the copy word for word on a blank sheet of paper.

This discipline – rote as it may seem – ingrains key concepts and copywriting strategies in my mind (like hitting golf balls on the range…taking batting practice…shooting free-throw after free-throw). Perhaps you’re thinking that’s too much work (but remember this is my chosen field).

The principle holds – establish your market uniqueness and independence by schooling yourself in what’s working (and not working) in your industry niche. It serves the process to *write* down what you like about the copy, keywords, how they’re used, etc.

Read…Write…and

**Renew**

Halfway through the year is a great time to renew your marketing resources. What profits are you leaving-off-the-table as result of ineffective promotions?

Test a new sales letter, a fresh product case study, an email promotion, your web page copy, etc. against your current ones. You’ll never know if what you’ve been mailing, sending-out, or posting on your website could be improved until you test it. When sales increase (or decrease) you’ll know your renewal efforts and/or costs were or will be worth it.

Apply these simple steps to your business promotions. Declare your independence from your competitors.

That’s the kind of freedom you can take-to-the-bank.

What Elmer Wheeler Said That Can Enhance Your Marketing Content

As I write this post the Fourth of July holiday weekend is approaching. Soon, the familiar and annual sound of fireworks exploding overhead will symbolize how we Americans celebrate our freedom. And of course another sound will arise from BBQ grills across our grand land – the *sizzle* of hot dogs, burgers and steaks (hey…there’s always a reason to grill something during the summer season).

Referencing the word, “sizzle,” reminds me of the classic advertising line from the pioneer of persuasion, Elmer Wheeler. I discovered some marketing principles in an article highlighting his now classic book, Tested Sentences That Sell.

In fact, I’ll use his now infamous marketing phrase to lead off a list of 5 Keys to Enhancing Your Sales and Marketing Copy.

*Don’t sell the steak – sell the sizzle*

First things first. Effective copywriting sells benefits and deeper benefits. Life is too short to waste yours or your prospect’s time talking…talking…talking about the product.

*Don’t write – telegraph!*

In Wheeler’s day, telegraphs were all-the-rage for sending messages. Being charged by the word meant keeping the price down by choosing your words wisely.

Saying, “Don’t write – telegraph,” Wheeler implied, “Make every word count.” He would say, “…your first 10 words are more important than the next 10,000…” and “…you have only 10 short seconds to catch your prospect’s attention.”

*Say it with flowers*

In other words, it’s not enough to make a statement about your business, products, or services to your prospect. You have to prove it! Say, “I love you,” and then prove it…by sending flowers (sincerely and convincingly, of course).

*Don’t ask if – ask which*

Always give your prospect a choice between something and something. Never go with a choice between something and nothing. “Would you like fries with that…?” (Something and nothing). “Large or small fries with that…?” (Something and something).

*Watch your bark!*

Wheeler had a love of dogs. He knew you could tell how a dog feels at a given moment by the way they wag their tails and by the sound of their barks.

Saying, “Watch your bark!” Wheeler’s reminding that it’s not just what you say but…how you say it. When writing promotions keep the copy conversational and engaging.

Elmer Wheeler kept is simple and to the point. He knew what we all must come to understand – there’s freedom in simplicity (or something like that).

Vintage Copywriting: How to Re-Purpose Your Marketing Content

In my mid teen years my Dad bought an older house to salvage the lumber, brick, and stone for use to remodel our new home addition. I remember, as we speak, pulling what seemed like millions of nails from the lumber that would be re-nailed into flooring, wall studs, etc. in our new house.

The occasional reflection reveals not only my dad’s innate resourcefulness but also his wisdom. Nothing against buying or selling new. But sometimes the ever-popular and now trendy vintage approach works too!

From jeans to cars to jewelry and (in our case) home building/remodeling – vintage is cool! And the cooler thing about vintage: something always will be (think about it).

My dad’s vintage-housebuilding-resourcefulness got me to thinking about copywriting and marketing content. There could be vintage value going unused in your product and service promotions.

Here’s a few how-to insights to recover and reuse some of your copywriting and marketing content:

>Deconstruct your testimonials.

Survey quotes and satisfied customer/patient testimonials work.They’re a way for prospects, leads, and potential clients to “kick-the-tires” – so to speak- without a commitment.

Try deconstructing a few of your recent, best testimonials and reconstruct them as a case study. A case study takes the client’s experience up-a-notch by showing how your product/service solved a problem.

Julie Borgini, a copywriting colleague in the software and high-tech industry says, “Case studies are short articles that describe how companies solved a challenge with a product or service. It’s a simple and effective way to talk about your company and its services, and how they apply in a concrete way to potential clients. Think of them as a before & after picture of a situation your company faced.”

>Recycle blog content.

If you blog about your services (and I highly recommend you do) you’re sitting on a gold-mine of recycle-able content. A simple blog post can be re-purposed as an e-newsletter article, one among several chapters in a special-report you offer free to your client list, or social media posts you link back to via Twitter or your Facebook page.

>Renew web page content.

Your existing web pages may need the demolition crew…but maybe not! Consider a site-audit first!

A website audit can determine if your keywords and SEO (Search Engine Optimization) are up to speed. You’re leaving profit on-the-table if you built a website with the latest flash technology and graphics thinking that’s the answer to increasing site traffic.

You’ll be amazed at the simple tweaks a site audit will provide. And once those few edits are implemented you’ll be equally astounded at the increase in traffic and Google ranking potential.

Sometimes a little sweat-equity uncovers some still usable resources.

And another thing…the older I get the wiser my Dad becomes. Thanks Dad for a memory and lesson I’m bound to get more mileage from.

3 Ways to Sharpen Your Social Media Mindset for Business

“All businesses are being forced to go social.” That’s according to Michael Brito.

Maybe you’ve been waiting to see if all the buzz about having a blog, a Facebook page or a Twitter account is just another passing trend. Delaying or avoiding social media altogether may have been the general mindset a few months ago but no longer.

And while the talk (for businesses) about social media engagement surrounds marketing, it’s important to know there’s more to it.

Brito says that most brands get it. And he observes that most brands are doing a really good job listening to their customers through social media channels (Facebook, Twitter, Blog, etc.).

So, being a copywriter and one who happens to be a social media convert and consultant I must ask – why wait to dive into social media? Or, if you’ve been dabbling, why not ratchet it up?

3 ways to ratchet-up your mindset and use of social media for business:

1) Join the “evolution.”

The days of solely marketing your products and services via direct mail (I said solely so), a competitive postcard mailer, a Yellow Pages ad, and if budgets allow, a radio or TV spot are diminishing. Why would you exclusively limit yourself to these marketing approaches?

Use them. But consider how much more effective and inexpensive (in many cases free) it is to engage your clientele through social media. After all, they’re using it. And could be wondering about your absence.

Brito says, “…organizations are evolving from businesses that merely engage in social behavior into social businesses. There’s a huge difference.”

2) Maximize the “social pillars.”

“Social business is built on three pillars – people, governance, and technology,” according to Brito. And the principles apply to any size organization in the business-to-business and business-to-consumer market.

Social media helps eliminate barriers. It especially deals with how we communicate our opinions and feelings about brands.

Imagine how your product and service equity will increase when clients communicate their satisfaction via social media. And they can do it in-the-moment…in real-time! Think less survey forms or ad naseum “how-did-we-do-today?” questions upon check-out.

Equally social businesses are held accountable for their quality (or lack of it) too. You don’t want a viral surge of negative influence about how your company or practice dropped the ball when it came to customer service, etc.

The technology is there and improving as we speak. Already, businesses are seeing the value of QR coding (more on that in future posts), location based social media tools like Foursquare, Gowalla, Facebook places, etc.

You can virtually run your marketing from a single laptop or even a smartphone (remotely). And monitor the feedback instantly.

3) Welcome the conversation.

A 2009 study revealed that 85% of Americans using social media think companies should have an active presence in the social media universe.

And according to Brito, “Out of the 85% of people who want companies to be present in social media (get this):

>34% want companies to actively interact with them
>51% want companies to interact with them as needed or by request
>8% think companies should only be passively involved on social media
>7% think companies should not be involved at all.”

No more waffling or dabbling! Social media is here and your prospects and clientele are ready to keep the conversation going.

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