Is Social Media in your 2012 Marketing Plan?

On a scale of 1-10 (with 10 being extremely knowledgeable) where do you rate your understanding of how to use social media?

Don't be ashamed if you gave yourself a low number. You are not alone. If you gave yourself a "3" today strive to get to a 5 or 7 in the next year. Social media is not going away, and there is a chance your competitors are using it to get a leg up on you now.

My fascination with social media is because it wasn't established as a concept 1000 years ago. I can't read the writings of Greek philosophers who will show me the way. There are excellent books about social media. They have been written by people who chose to jump into it and learn by doing. Their expertise is now in great demand.

Suggestion #1: Log onto Facebook. In the search section enter the names of 3-5 competitors of yours. Do they have a Facebook page? Do they have followers who "like" them? Are they engaging in dialogue with their prospects and customers?

This is the first installment of a series that will address wading into social media. Please join us.

Black Friday, Cyber Monday and your behavior

Companies have brands. People have brands. Now, specific days on the calendar have brands. Well constructed brands motivate consumers to make purchases. Did you follow the directions and go to the mall on Friday? If not you still have time to go online today and flex your credit card muscle.

At the center of this hysteria is your behavior. Walmart can set the price for a flat screen TV at $249. Follow the series of crazy events that ensue. Set the alarm clock for 2:00A. Be at the mall by 3:00A. If necessary use pepper spray to make certain no one else infringes on your excessive behavior (better yet, skip this behavior). Load up the car with all the great deals. Move on to Target and Macy's. Who says the U.S. Army are the only ones to get a lot done before 6:00A?

Whether you are a fanatical Christmas shopper or not there is no denying how brands influence people. Are these brands extraordinarily compelling, or are we waiting to be programmed? As a fan of branding I often wonder what goes on in the brain just before reaching the point of purchase.

Has someone bashed your brand?

If yes...be thankful.

This is the season to give thanks, and no I have not hit the eggnog already.

One of the assets of social media is the ability to engage with customers. Engage means hearing things you may not want to hear. What is worse? Getting bashed and ignoring it, or having the opportunity to respond and winning back the customer?

In the book "Likeable Social Media" author Dave Kerpen told the story of a country singer who had his guitar broken on a United Airlines flight. He asked for a replacement and United said no. The singer created a YouTube video entitled "United Breaks Guitars" which received 100,000 hits. United reacted late and begged for his forgiveness. Their 1970's concept of customer service does not work now.

Your brand may be strong, but is not bulletproof. You don't have the be the size of United Airlines to take criticism. Be smarter than they were...relish the chance to hear from a basher.

Are you considering Social Media as a marketing tool for your business?

We are closing in on 2012. Will this be the year you initiate a social media marketing strategy in your business?

Business owners are considering this question...even those that are skeptical. Consider these 2 key principles:

• You need an effective marketing message that will attract customers to your business. 
• You need to be aware of all the marketing tools available to help you share this message. Social media in general and Facebook in particular. 

The new marketing term that I see over and over is "engagement". Simply put, this is when you have the ability to interact with prospects and customers about their needs and the benefits of your offering. Social media works best when you can have a conversation. Conversations will generate consistent business growth because you are showing a true level of engagement.  

Facebook is a great place to start. Create a Facebook page for your business and work on the following: 

1. Develop a strategy to get people to "like" you. 
2. Schedule time weekly to post information in the form of promotions, specials, events etc...
3. Focus your energy on the prospective customer. What are their dreams and how can you help them succeed. 

Your brand will thrive with an understanding of social media and a commitment to use it. 

Blimps, Zambonis & Jumbotrons

Marketing is about the message. What message will resonate with your prospects to get them to engage with your business?

The options to broadcast your message are endless.

The "Met Life" blimp. The "Budweiser" Zamboni clearing the ice between periods. The "Sony" Jumbotron shows replays in high definition. Sports fans are bombarded with messages, some more intrusive than others.

If you struggle to develop a message, call your best customers. Interview them and you will get the best perspective of what you deliver. Use their words and phrases. Soon you will have a message that will put a smile on someone's face.

You have accomplished the hard part. Now it's time to call the blimp owner.

What defines integrity these days?

When you describe your values to someone do you use the word integrity? Do you act with integrity? If yes, how so?

Here are today's headlines:

• Penn State scandal 
• "Fast and Furious" investigation 
• Congressional insider trading
• NBA lockout

It's easy to find places where integrity is scarce. As Seth Godin professes...scarcity creates value. 

In a world where bad behavior makes headlines we should strive to define our personal integrity. You will demonstrate value to an employer, client, friend, neighbor and so on. Acting with integrity can be summed up in a story or two about what you have done to help someone else.

Throwing around terminology without definition ("I'm for world peace") tends to be seen as generic. When you hear something that makes you say..."aren't we all" take it one step further and present it from your vantage point. This lays the foundation for your brand.   

5 reasons NOT to have a personal brand

1. I have accomplished everything I have ever wanted. Time to put life on cruise control and strive for nothing more. 
2. It's cool to be anonymous. Life is so much easier when you can live it in a stealth-like manner. Sort of like a CIA agent. 
3. Why take a stand on anything?  The economy has gone to hell, our values system is on the decline and just when you thought the sports world offered an escape...hello Penn State! Not much I could say or do to make a difference on this earth. 
4. I'm not that interesting. Bill Gates is interesting. Brad Pitt is interesting. LeBron James is interesting. Don't you have to be rich and famous to be interesting? When I win Powerball...that's when I will be interesting. 
5. Personal branding is a gimmick. Fads come and go. This is the latest. I think personal branding was invented by the same guy that invented the Unique Value Proposition. 

Do you initiate, react or stay silent?

Since the inception of LinkedIn in May 2003 we have seen a spin off industry of experts who teach LinkedIn classes. Are you new to LinkedIn? Do you want to learn advanced techniques on LinkedIn? There's something for everyone who has a craving to understand this social media network.

LinkedIn has surpassed 100 million members and continues to grow. The percentage of users who initiate or react to content is much smaller. I call this "eliminating the social" from social media.

As a branding advocate I emphasize proactive behavior. I can post a profile on LinkedIn and hope that the masses find me...but that is not likely. How do we teach people to initiate and promote versus having a passive approach?

In Remarkable Personal Branding we focus on initiating and promoting. The LinkedIn world is waiting to hear from you...and your pursuits will be aided by your connections if you give them the chance to help you. When you determine your passions, unique attributes and personal mission you will be able to proclaim what it is that you want to be known for. You will have laid the foundation for a proactive mindset.

What is keeping you silent on social media? Let us help you break down the barriers and develop a remarkable brand!

And the survey says...

I posed the following question to the LinkedIn/Connecticut Re-Employment Group online community:

When you hear the term "personal branding" what is your reaction?

1. It's a central part of my career development plan. 
2. It makes sense and see how it may help...I don't have the interest to work on it. 
3. It's an abstract concept that is confusing. 
4. It's a marketing scam. 
5. None of the above. 

Most that have commented so far agree with the first answer and have provided the following commentary...

"Your brand is with you every minute of the day in every aspect of your life." 

"It needs to be projected through your actions in work, personal life and relationships to build trust and integrity." 

"We are always exuding something to those around us, we may as well proactively understand better, who we are and what we best have to put forth---to express our greatest impact." 


These comments are from individuals who see the true value of their brand. Others are in the lack of interest/confusing concept stage. My mission is to continue the dialogue and engage the believers...and skeptics. 


Please share a comment on your feelings about personal branding. 

5 reasons to have a personal brand

Let's recap 5 important reasons for having a personal brand.

1. Marketing/Promoting You. A personal brand will help job seekers and those employed looking to elevate their career. If you don't have a strategy to promote you...who will? 
2. You get to decide what you want to be when you grow up? Most of us have allowed our careers to manage us, not the other way around. We typically reach a point in our careers where we seek meaning and a higher level of satisfaction. When you develop a personal brand you look inward to connect with your passions, values and unique attributes. Personal branding allows you to articulate your personal mission. 
3. You become a great story teller. Telling great stories will engage the audience you want to impact most...your boss, hiring manager or venture capitalist who will invest in your new idea. You transition from someone "looking for a job" to an energized, focused individual looking to change the world by opening an animal shelter, caring for the elderly or leading an expedition to climb Mt. Everest. 
4. Your resume reflects the past...your life is about the future. You may want to continue doing what you have done for the past 20 years, or you may not. Either way you have changed and desire things at this stage of your life that weren't important in the past. What are those things? It's your responsibility to share your new desires. 
5. Communication tools have never been better. You need the means to promote your personal brand. In the past you could have walked Main St. with a sandwich board or hired a sky writer. Social media platforms such as Facebook and LinkedIn allow you to reach the masses. If you like to write, set up a blog. Pictures and video are effective tools to show who you are. The tools have been invented...please use them. 

Best wishes with your personal branding journey. Please join Remarkable Personal Branding on LinkedIn and Facebook if you would like assistance.