Facebook and Twitter And A Boy Named Sue

Johnny Cash was often perceived as a hard drinking, hell raisin, authority defying man- which he was throughout much of his life. Yet the true essence of Johnny Cash could be in the fact he wore black on behalf of the poor and hungry, on behalf of “the prisoner who has long paid for his crime”, and on behalf of those who have been betrayed by age or drugs.” Yet perception is reality and like Johnny said “life ain’t easy for a boy named Sue.”

Perception is reality is an unfortunate fact when it comes to naming or branding a product or service. Social media has a history of snappy, silly, cartoon like names meant to inspire a smile rather than a knowing nod. Names like Google, Bebo, Twitter, Facebook, Plurk, hi5, digg, Bit.ly, del.icious, and Orkut do little to inspire the perception of serious business tools.

What would happen if the two largest and most successful social networks, Facebook and Twitter, had serious names?

Facebook aka CRMA

Facebook’s name does little to describe it’s versatility and powerful role as a business tool in today competitive economy. What would the adoption rate and acceptance as a sales and marketing channel be if Facebook was named CARMA? Facebook is one of the most valuable customer relationship management (CRM) tools available today.

  • Customer: the focal point of every business
  • Relationship: creating relationships which tether consumers to your product or service
  • Management: showing up in the network to listen, respond, and offer help
  • Aggregator: collect and aggregate your brand’s consumers in one spot where they can communicate, find answers, and express their love your your product or services

Twitter aka MUSCLE

Twitter is often perceived as a fad or game due to the perception the name evokes with many potential users. The reality of Twitter is that it is one of the most powerful real time lead generating prospecting tools available today. What if Twitter was named MUSCLE?

  • Multiple: multi ways to prospect for new customers
  • Utility: the satisfaction involved in Twitter’s multiple uses
  • Sales: make offers in real time, close sales
  • Channel: measurable sales channel with specific etiquette and return on investment
  • Lead: keyword searches reveal real time consumer conversations providing leads for your company
  • Equity: brand equity built through  real time engagement, service, and offers

Twitter Success: Do You Have Twitter SOL?

Do you have Twitter Sol? If you do then you are utilizing and leveraging Twitter for all it is worth. You are making friends, networking, and making a difference. If you don’t have Twitter Sol you are not being heard, you have not opened lines of communication, you are not leveraging the network, and you are not making a difference- you are just there.

Twitter Status Quo

Most people and companies do not take the time to learn all of the features, functions, and strategies the network has to offer. After a frustrating time trying to blast spam or Noise messages of sales, the final chapter is an abandoned account which creates problems:

  • Perception: that the company or person did not take the time to learn or engage on Twitter could tarnish the brand in their consumer’s eyes
  • Listening: that the company or person no longer cares about the consumer’s concerns, stories of using the brand, or problems with the product or service
  • Communication: even if the company or person listens to the network they no longer have a tool they are willing to use to engage these consumers. Instead they will allow anything and every opportunity to pass all because they established a Twitter account before creating a strategy

Twitter SOL

Strategy: Do you understand how to leverage Twitter to perform

  • Keyword searches
  • Prospecting for new clients
  • Networking
  • Monitoring your brand
  • Defending your reputation
  • Creating offers
  • Measuring ROI via keycodes
  • Broadcasting
  • Announcements
  • Creating a “viral army” of people or companies that will carry your messages forward
  • Recognizing people and companies via messages
  • Copywriting hashtag events
  • Replying directly to your prospects
  • Privately messaging
  • Follow vs. Follower ratios 1:1
  • Attract a targeted Following
  • Segment through list building

Opportunity

  • Find “Real Time” conversations
  • Monitor multiple keywords
  • Engage with prospects
  • Create alliances
  • Network with industry-niche Associations, companies, people
  • Ask for guest post on blogs
  • Set up meetings

Luck

  • Contact from prospect
  • Recognition by your industry or prospects
  • Timing of offer or communication
  • Right place at the right time
  • Engage with prospect who do not communicate via email, postal, telephone or traditional channels
  • Find employees, partners, contractors
  • Discovered by online media, mass media, different countries or cultures

Biggest Twitter Hashtag Mistake, Best Hashtag Strategic Solution

AnswerBag published this deansguide article 5-21-10

Twitter Hashtag events are strategic opportunities to network, communicate, recognize, and launch your brand. If done strategically and properly, your efforts will result in benefits for your brand. But beware. . . there are many mistakes and pitfalls of laziness. We have identified the biggest mistake and the best solution to fix this mistake.

Biggest Hashtag Event Mistake

The biggest mistake made during a #FollowFriday or industry-niche hashtag event is the simple listing of people or companies being recommended:

Best Hashtag Event Solution: Write Compelling Copy

  • Titles: create titles for people. Wine industry example- “Purple Elixer Fanatics”; “Grape Groupies”; “Bodyguards to the Vine” By creating a catchy title with personality, you embody what people want to be known for on Twitter
  • Reasons: create copy that describes the reason someone should follow. Wine industry example- “Vine Pro’s Prose” aka a great wine journalist or blogger; “Wine Ambassadors”; “Vine knowledge & patience”
  • Single Recommendations: the most powerful strategy is to create a recommendation for one vital and important contact you wish to make. Wine industry example- “@ChefChiarello innovative and rustic cuisine that makes a statement, sets the tone, satisfies the soul #FollowFriday (link)”

Twitter Usage In America 2010: Edisons’ Startling Findings

AnswerBag.com published this deansguide article 5-5-10

Edison Research: Twitter Usage In America 2010 produced surprising results and many new findings that shed some light on interesting developments within this growing marketing and sales channel. The following are a number of the interesting findings in the report:

  • Awareness of Twitter: has exploded from 5% of Americans  age 12+ in 2008 to 87% in 2010 (by comparison, Facebook’s awareness is 88%)
    dg: Twitter awareness is being driven by traditional media outlets losing their grip on breaking news
  • Regular Usage: despite equal awareness, Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook
    dg: Facebook remains the juggernaut opportunity for companies willing to adopt an enterprise wide social media plan
  • Brands: 51% of active Twitter users follow companies, brands or products on social networks
    dg:
    this statistic alone is a huge signal to companies that people are consuming information on Twitter as an alternative to traditional channels; consequently this shift is a huge sales opportunity and a must monitor channel
  • Mobile: nearly two-thirds of active Twitter users access social networking sites using a mobile phone
    dg: this signals the next generation of foursquare based instant real time messaging where consumers check in at a location, companies monitor foursquare, companies quickly make offers to consumers based on location
  • Income-Education: Twitter users are more likely to live in higher income households and 63% of users have a college degree
    dg: although the name is goofy and the channel is often disparaged for it’s frivolous number of tweets, the fact remains many intelligent people are leveraging this channel for their business goals

Twitter List Strategy: Create Lists For Twitter User’s Facebook Pages

ComputerShopper.com published this deansguide article 4-7-10

Twitter Lists are an important part of a business strategy if you want to build a viral marketing army, network, give back to your following, or monitor a person or brand. I believe this is a long overdue and over looked method of using Twitter lists: The Facebook strategy

Premise: Twitter Lists for Facebook

The premise here is to build a list(s) that showcases Twitter users that have Facebook business pages.

Twitter List for Facebook: Strategy

  • Announce: broadcast you have a great Facebook page and ask your followers if they have a Facebook page they would like to share
  • Collect: collect and record the Facebook urls people provide to their business page
  • Segmentation: separate and segment your Facebook lists by industry, niche, customer, consumer, prosect, affiliated business, geographic, associations and other filters pertinent to your business
  • Gratitude: build your lists much like the gratitude lists that keep popping up, a list that showcases Facebook page urls provide value
  • List Message: when naming your list fill in added description box with the instructions-”Tweet ur Facebook page url for followers to see”
  • Requirement: only list those people or businesses that have a Facebook page and require that person or company to tweet their Facebook page url at least 1x per week

Twitter List For Facebook: Benefits

  • Resource: a list of Facebook page owners available to your following
  • Networking: list to help others become fans and connect with other Facebook business pages
  • Research: another place to find Facebook pages that contain research information
  • Monitor: help people or companies monitor other brands
  • Eliminate DM: if enough people adopted this strategy, it could render the useless spam DM announcing a Facebook page url
  • #FacebookFri: adopt a new hashtag event that allows people to recommend their favorite Facebook business pages- more on this tomorrow

Twitter List Strategy: Monitor Without Following

Twitter lists are an important strategic tool that allows users to completely leverage the power of the most influential lead generating social network available today. The following is an outline of one of my Twitter list strategies.

Twitter List Strategy: Monitor

Prerequisite: In the Monitor strategy, the Twitter user should already have built a number of lists that segment the people and companies they follow. These lists would include prospects, industry peers, organizations, affiliate business partners, networking partners, and customers.

Monitor Strategy: Premise

The idea or premise behind the Monitor strategy is to set up a number of lists, or parts of current lists, that provide an effective monitoring tool for the user. The key to this strategy is the fact that Twitter users are NOT required to follow the people or companies they are listing.

Monitor Strategy: Benefits

  • Monitor: Twitter users may monitor a person or company by placing them on a list without the requirement of following them in return
  • Follow to Follower Ratios: without the requirement of following, Twitter users can keep their Follow vs Follower ratios 1:1
  • Perception: with your Twitter Follow vs Follower ratios near 1:1 you or your company will NOT be perceived as MLM spamming or hard sell sales pitching
  • Research: monitor competitors, industry leaders, consumers, customers, or breaking news agencies to learn and document your niche
  • Stealth: by NOT following your monitoring target, you do NOT show up on their radar helping to remain private in your observations
  • Cloak: Twitter users can hide or cloak lists by “locking” them. Locking your list will keep it private to you and away from your competitors’ prying eyes

Twitter Strategies: Beware of What You Save in Your Favorites

Twitter’s Favorites section is a fantastic repository for you to save valuable research links, commentary from people you follow, proof that your efforts are working, or as a space to hold all relevant testimonials for your product or service. With all of this value that the Favorites section has to offer there is a dark side– a very dark side.

Beware of these Favorites Problems

  • Favorites can not be hidden or locked
  • Favorites can be accessed by the public like your tweets
  • Favorites can be mined and scrutinized by your competitors
  • Favorites can, if you favorite the “right” information, give your competition hints to your future plans
  • Favorites can showcase your prospects or current customers
  • Favorites can reveal the types of research you are examining

Conclusion

Until Twitter provides privacy or a locking option for your Favorites section, beware that what you place there can be used to evaluate your efforts.