Is it Time for a New Approach?

When you want to promote your business, organization, event or cause, the old standbys just aren’t enough in this all-media, all-access, all-the-time world. Twenty years ago newspaper advertising was critical. And, if you could afford it, a spot on the radio or television certainly were next in line.

But, the times they are a changin’, and a business that settles on just one or two traditional modes of communication won’t be hitting the whole market of potential customers, clients, donors or volunteers.

I’m not advocating against these traditional advertising avenues. As someone who spent more than a decade as a full-time newspaper reporter, I’ve received many a paycheck thanks to newspaper advertising. And, yes, it still works. People still turn to their local paper as a source of reliable local information and that includes the ads. Magazine advertising goes another step in reaching a more targeted audience, such as women, food enthusiasts or jet-setting travelers.

You don’t have to fully eliminate print, radio or television from the marketing pie, but you may need to make the slices a little smaller to accommodate nontraditional outlets and social media. I recently heard about a large ad agency that offered up its plans to a business for a new ad campaign. The plan included newspaper, radio, TV and billboard advertising. All great, but not particularly forward thinking.

• Go where your audience is. For example, if you want to reach a national audience of moms, take a look at the vast community of Mommy Bloggers who wield a great deal of influence. Their blogs could be just the place for your message.
• Don’t be afraid to try a new way of promoting your business. If you typically devote 50 percent of your marketing budget to newspaper advertising, try taking 25 percent to hire a firm to manage a social media campaign for six months. You haven’t eliminated newspaper advertising completely, but you’re trying a new way to reach your audience and promote your message.
• Be consistent in what you say. You can’t have a newspaper ad that has one message, a radio spot with something different and a blog that focuses a third component. You can promote different aspects of your business, but with a consistent thread. You want consumers to recognize your message and the best way to do that is by being consistent in everything you say.
• Track and measure. Don’t just throw money at every option out there. Be targeted in your approach and see what works. If you try something for several months with little or no return, then move on. There are so many options today for promoting your business you may have to tap around before striking gold.

Finding Your Blogging Voice

The mechanics of setting up a blog are pretty simple: create an account with a free blogging site like Blogger or Wordpress; select one of the pre-made templates; decide on a name for the blog; and add a few widgets and a blogroll. That can be done in less than an hour.

The next step is a little more challenging. How do you create a blog that’s engaging, informative, smart, witty and well read? Well, if I could bottle that up, I’d be a millionaire for sure.

But there is one piece of the blogging puzzle that shouldn’t be discarded: finding your voice. The beauty of the blog is it’s an extension of you, reflecting your opinions, thoughts and ideas. To grab your readers, they need to get to know you through your blog.

Even the most prolific writers struggle with finding their voice – that style of writing that is uniquely theirs. So don’t give up if you’re stuck, just try of few of these techniques to get started:

1. Find your focus. First and foremost, what is the purpose of your blog? It could be political commentary, information on green living, tips for parents or simply a day-to-day diary of your life.
2. Reach your readers. Think about who might read your blog and write to engage them. Are you trying to reach people interested in international news, green living, organic gardening or how to discipline a toddler? Don’t write to moms if you want dads to read too. Don’t right for left-wing politicos if you want to grab the attention of all political junkies.
3. Write like you talk – for the most part. In many ways, blogs are a compilation of your thoughts and your conversations. That’s not to say your blog should be filled with sloppy grammatical errors, but keep the writing conversational, approaching your blog post as you would meeting a friend for coffee.
4. Don’t be afraid. If you have a dry wit, use it. If you have an uncanny ability for description and can really turn a phrase, do it. Play to your strengths and you’ll quickly see a pattern in your posts.
5. Write what you know. If you have no interest in cats, don’t start a cat blog. If you don’t know the first thing about computers, don’t start  a tech blog. But if you love college basketball, start a college basketball blog. Or if you have tons of great cooking tips, start writing about cooking.

These tips can apply to company blogs as well as personal ones. You company has a focus, an audience and an expertise – all those can be honed to create a well-written blog that gives a voice to your business.

I’d love to hear how you found your blogging voice or if you have examples of great bloggers who have their own distinct voice.

Finding the Best Blogs

Keeping up with all the blogs in the world can be one tough challenge.

Check out this post on our client Spirit Telecom’s No Static Blog about how to weed through the maze of bloggers to find the ones that are best suited for you and your business.

And be sure to share some of your ideas for managing the blogosphere too!

Don’t Knock It Until You Try It

I’m beginning to think Twitter is something you either love, hate or just plain don’t understand. I often find myself trying to dispel the myth that it’s simply people writing about what they ate for lunch, what kind of creamer they’re using in their third cup of coffee or that they’re on their way to the kids’ soccer game. Well, yes, if that’s all Twitter was, I wouldn’t want to be part of it either.

“Twitter haters see no point in tweeting” was the headline for an Aug. 25 article in USA Today. Interestingly, the first comment in the story is from a man who has never used Twitter, but says it bugs him. Another woman quoted in the story has no interest in tweets that “share the most mundane details of life.”

Texas-based Pear Analytics, which does data analysis for marketing, studied 2,000 tweets from the public Twitter timeline over a two-week period from 11 a.m. to 5 p.m. (Central time). The tweets went into six categories: news, spam, self-promotion, pointless babble, conversational and pass-along value.

Even though pointless babble was 40.55%, conversational tweets accounted for 37.55%. Coming in third was pass-along value at a lower 8.7%. You can read more about the study and get the firm’s white paper on its blog.

I spend a great deal of time on Twitter each day, checking out things for clients or just monitoring my own Twitter account. Yes, Twitter has its share of “turkey and cheese on rye” kind of tweets. But I gloss over those and direct my attention to people I know have something entertaining, informative or useful to share. I’ve come across plenty of good Web sites, tidbits and articles I wouldn’t have seen without Twitter. I’ve checked out products, companies, shopping deals and parenting tips all thanks to Twitter.

It’s a matter of filter. Look at who you follow. If the person is tweeting about lunch and other mundane details, it’s quite simple: don’t follow that person. And you can always unfollow someone who seemed interesting at first and later takes a nosedive into mundane.

Also, choose to follow like-minded people. If you have no interest in sports, don’t follow people who are talking about sports – to you, that’s “pointless babble.” If you don’t have children, don’t follow people who tweet about their kids or give parenting advice – to you, that’s “pointless babble.”

If you find tweeters who share your interests, opinions and hobbies, chances are you’ll find more conversations and pass-along value and less pointless babble.

OK, gotta run. I’m having ham and cheddar on wheat.

The uses of social media – in life and in death

My first real foray into the land of Web 2.0 was a blog I started in fall 2005. It was mainly a way to record and share the moments in my life with friends and family. Since then, I’ve jumped on Facebook, Twitter and YouTube. I feel immersed in the world of social media and its capabilities as a personal and business tool.

But earlier this month, I discovered an entirely new use for social media and the Internet when a professional colleague and friend passed away after a battle with brain cancer. Terry Harper was the executive director of the Society of Professional Journalists, an organization with more than 8,000 members. I served on the SPJ national board of directors for six years so had worked with Terry during my board service.

When we found out about his cancer, members of the organization rallied their thoughts and prayers and put full support behind Terry and his family for many months. But a few weeks ago, we found ourselves coming together again, this time to pay our respects to our colleague and friend.

What struck me as most interesting was the method for our collective sadness. With SPJ members scattered about the country, the majority of us couldn’t physically attend the memorial service or other events that would honor Terry’s memory. So we pulled together online. We posted messages on Terry’s Facebook page as well as a special group page that had been created to support Terry’s fight with cancer. We tweeted our grief on Twitter. We posted hundreds of comments on Terry’s blog, Thumping My Melon. SPJ created a memorial page on its Web site where members and friends of the society could post comments, donate to a memorial fund or simply remember Terry in pictures.

I couldn’t help but think about how social media has changed the way we do everything, including celebrate lost loved ones and friends. In the past, we could only send a card of condolence, make a phone call or give a memorial donation to a particular charity. And while those are all still quite appropriate and important, now we have a chance to create a living, breathing memorial, a place where a person’s friends and family can read the many touching and inspiring comments as long as they like and friends can continue to post their thoughts.

Terry wrote a final blog post that his wife posted the day of his death. At last check, that post had 241 comments. Many of the comments are from people who knew Terry well; other comments are from people who didn’t know him at all – just another example of the far-reaching power of the Internet.

Housed online, these blogs and Facebook pages live on forever, a touching reminder of a person’s contributions here on Earth. And, I have to admit, I’ve been thinking: what would my final blog post say?