Social Media Marketing Is Not Direct Marketing

Creative Commons photo by Rosaura Ochoa via Flickr.

Social media for business is difficult. I don't mean difficult to do, because using social media in general is pretty easy. It's a different ball game from a business viewpoint, and learning how to use social media for business can be overwhelming if you don't have any direction. Either they run their business accounts as a personal one (posting too much, being too casual), or they only push their product with no other interactions.

I understand where a business is coming from. The goal of a business is to sell a product. Every move it makes, every step it takes (h/t The Police) is calculated and designed to reach that goal of making the sale. A business should have marketing systems in place that do this; whether T.V. or radio spots, fliers in the mail or email. A social media marketing campaign should help support these other systems.

Support. That is the key word to remember.

I have heard of businesses who do business strictly through social media, but it's a rare occasion and should not be considered the norm. Facebook in particular continues to make the site more business-friendly, adding options for shopping and signing up for newsletters right on the main Page. In essence, it could be used as a website, but I wouldn't recommend it.

People are on social media first and foremost to find other people. No one joins a site with the thought "Wow- I really want to join Twitter so I can follow Pepsi and Nike!" They join social media to follow people, discussions, to learn more (from other people) about something. Adding businesses is secondary, because once they are using it, they see the ease. It's easy to communicate with other businesses in this way, and it's more passive than talking to a customer service person on the phone, yet there is still interaction.

Things to keep in mind when using social media for business:

1. Be social, yet remember you are a business. If you run your business social media like they are personal accounts, you are going to turn people off. Decide based on what your business is how personal you want or should be, and then go from there.

(Some ways to be personal on social media: Photos of the office, highlighting team members, acknowledging birthdays and work anniversaries. I'm also a firm believer in the Throwback Thursday.)

2. Be a place of information. Rather than sell, inform. You know your product better than anyone. You know that everyone would benefit using your product. Show that you know what you're talking about and be on top of trends, reports, and other things pertaining to your industry. Give your thoughts whether you agree or disagree about what you are finding.

3. It's not direct marketing, it's PR. Remember the key word from above: Support. The goal of social media is not making the sale, it's making people want to buy. There's a difference.

Every business is different, and I'm always open to talking more about your business in particular and helping you bring your social media marketing to the next level. Contact me anytime dcutler@danicutler.com. For general tips and tricks, subscribe to my monthly newsletter.

Have fun!






Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!

When Your Name Is Your Brand

Taking the leap to running your own business has many challenges. Do I have the money to do this? Do I incorporate or become an LLC? Do I need an employee? Do I need a name? What if I fail?

When I took the leap and started my business, I toyed with many different names, but nothing fit. The few ideas I did come up with were taken (which questioned my creativity, because they sure seemed original to me!). After awhile, I realized that I was trying to brand myself by coming up with a business name. I then decided I didn't need to come up with a name, I would just use mine. I would be my own brand.

Being your own brand has its own set of challenges. It’s the first and foremost way you will advertise your business, always. When I first made this decision, I had a small panic attack. I’m a very open person online. I pretty much communicate online as I would in person, what you see is what you get.  No one has ever said to me “you are not how I expected you to be!” when they meet me in person (other than the occasional “you’re shorter than I expected.”). I’m actually proud of that, because it is my belief that you should just be open and honest, good or bad, in how you present yourself online. But that is a different post for a different day. However, I noticed I was beginning to be a little more conscious of how I interacted and presented myself online.

Here are some tips for having a strong personal brand:

1. Google your name. The first thing you need to do if you want to use your name as your business is see what comes up in a search. Is it public photos from your last weekend in Rocky Point? The weekend you have fuzzy memories about? That’s probably not good. Is it the Twitter account you created so you can talk politics and argue rudely with anyone who disagrees with your position? That might not look good either. Here is another reason to have a good online profile. A Google search of your name is a great start to figuring out the next step, which is-

2. Have a Facebook Page for your business. Facebook is still the most used social media site. If you don’t separate your business from your personal account, you’re going to get in trouble. I have a Facebook page for my business, and that is the link that comes up when you search my name on Google. The same applies to Twitter.

3. Know your business. If you are a media personality and your shtick is to be outgoing and offensive, then these tips probably do not apply. If you are a bikini model, then scantily-clad photos probably won’t hurt your personal brand. If you are an attorney who practices family law, that’s a different story.

4. Decide overlap. I have friends who knew me before I started my business. I also have made new friends who found me after I started my business. Some I add as friends on my personal Facebook page, and some I don’t. It’s really your discretion. Facebook has the best privacy settings of any network. I have lists, and have control over who gets to see what in my personal life. I also do not need everyone who I friend on Facebook knowing everything about my life, so I make sure I have the proper settings for anything I do online. Twitter is the same way. Many posts are the same, but I also know it is a more public forum, so I take more discretion when posting things there. My life is mine, and I will choose how I want to share it with you. 

5. Stay true to yourself. Never change who you are because it might cost you business. If you know your brand, and for the most part keep your business separate from pleasure, you should be fine. Also go with your gut. If you question something you are about to post, maybe you should think twice about posting it. Things can always be interpreted the wrong way, and you have no control over that. If you are ok with what you are posting or saying, then don’t worry about how it will be perceived. If someone has an issue with something, most likely they will come to you anyway. If it keeps someone from doing business with you and you don’t think you did anything wrong, then you do not need their business.

Do you have anything to add? Tell us in the comments! Being your own brand can be a little terrifying if you aren't used to being so exposed. Be conscious of your actions, follow these tips, and always have confidence in yourself and who you are. That is what is going to bring you business, and success.

Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!

4 Reasons Why Every Business Needs A Facebook Page

Like it or not (see what I did there?), Facebook is relevant. Friends in your news feed can grumble all they want (remember, they are complaining about Facebook ON Facebook), your kids can roll their eyes, but the numbers do not lie. Currently, people use Facebook more than  any other social media site.

Users also grumble about businesses on Facebook, but again the numbers tell the truth. There is statistic after statistic showing that users find out about businesses via Facebook. The Pages their friends like? We tend to lean towards those brands when we are looking for something specific. Facebook is where it's at!

If you are a business, a non-profit, a writer, or anyone who wants to get the word out about their particular product, you need a Facebook Page. Here are some reasons why:

1. It's separate from your personal page. If the goal here is promotion, you want to reach beyond your circle of friends. You do not want to become friends with everyone on Facebook, because there might be things you would like to not have the entire public knowing about. A Facebook Page allows you to keep it strictly business, or at least control what you allow your fans to see, while your personal page is still free to rant and rave and post pictures of your family in a (somewhat) private setting.

2. Less confusion. Most people have their personal pages locked down to "friends only." Yet I see many friends in who post things to promote their business, and I can't share it on my page unless their settings are "friends of friends." I have also seen people make their business posts public, but why have the hassle of changing your privacy settings every time? What if you forget to put it back to a more secure setting? Better to just have a Facebook Page, and then you can occasionally cross-post over to your personal one. Plus, having a Page for business looks more professional than using your personal one.

3. Other Pages can't share your content, or link to you. Having a Facebook Page is all about networking and sharing, but you can only do it with other Pages. I love promoting other people and their business on my Page. If I can't link to you, no one is going to find out more. Remember, people read Facebook news feeds primarily on their mobile devices. Even if I link to your website, the chances of someone clicking over on their phone are slim. You have a much better chance of getting a new like on your Facebook Page, because it's easier to do when you're mobile.

4. Even if you don't think it's your demographic, it is. Let's say you have something you sell in which the target demographic is ages 10-15. While Facebook does get the most usage, more and more teens are hitting Instagram and Tumblr and not even giving Facebook a thought. However, all of those kids have parents. Parents and other family members who are always looking for gifts, or ideas for their kids. Or they just want to know more about what their kids are into, and they are having a hard time with the speed of Tumblr/Instagram. Facebook is a better pace for that age group.  ;)
Besides, how many parents do you know who are into the same things their kids are? Books, movies, clothes, music? I bet you know plenty, and they're not just doing it because their kids are into it. They really like it too. At times even more than their children.

Time to get that Page up and running. It takes some work up front, but maintaining is easy. Let me know if you need some help, I'd be happy to!





Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!

Five Things Organizing Gangplank Brownbags Has Taught Me

Today I have a guest post over on the Gangplank HQ Blog!

I don’t need to dwell on what Gangplank is, and what it means to the community. Pretty much everyone reading this knows. If not, here’s a great introductory video to check out.

One way I was able to give back for a time was running the Gangplank Chandler Brownbag presentations each Wednesday at noon. I have been using what Gangplank has to offer for a couple of years prior, between Gangplank Jr. events, podcasting, and using the space for other reasons. When asked to take on the Brownbags, I was fortunately in a place where I could. It was one of the most fun and challenging things to experience. Here are some ways coordinating Brownbags has helped me grow:

1. Networking. You will meet many people this way. Not just the brownbag speakers, but also in those who use the space on a daily basis. It’s a wide variety of people with an endless variety of interests.

2. Learning. When you are coordinating the show, you get to see all the performances. Not only do you get a wide variety of presentations to learn on a business level, I’ve also learned more about local food, the music industry, philosophy, community events, and have even done a little yoga. We’re talking real-world application here.

3. Boldness. I learned really fast that if you need something, it’s better to just yell it out than try and figure out which individual person to talk to. As I was learning how to use the sound system and the projector, I yelled often. Not to mention the practice speaking in front of people once a week. After all, you do have to introduce the speaker, and let people know what is coming up in the future. Side benefit- it’s ok to ask for help.

4. Leadership. Before taking on brownbags, I had been on committees, and have volunteered my time. I was even President of the PTO at my daughter’s school. However, that was a nearly a decade before this, so I was rusty. Coordinating brownbags helped me gain some confidence back and not run away screaming when all eyes were on me looking for guidance. In fact, all this confidence led me to head the organizing committee for TechPhx, a low-cost technology “un-conference” held every November in Tempe.

5. Started my own business. Probably the biggest thing being a part of the Gangplank community has taught me is that if you can’t find it in someone else, create it yourself. I had been looking for employment for several months without any luck. What spending a year consistently being around these amazing people in this space showed me that I have the skills and the experience to branch out on my own. So I did. If that’s not a definition of “Be Dangerous,” I don’t know what is.

Thanks, Gangplank! 

Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!

What Exactly Do You *Do*?

Random Instagram Photos. Yes, I love social media!

I get that question alot. I'm new at this business thing, and I've blogged recently about how I finally made the decision to branch out on my own. Still, I haven't done a whole lot of advertising. I cross-post things occasionally on my personal Facebook page, but for the most part I don't want to turn people off by talking about my business all the time. I even feel weird blogging about it now, though I absolutely love it. I've always been a connector, and social media is all about connecting with others. It just fit to help small businesses do the same.

So, as my business Facebook page says, "Content Creation and Management." What the heck is that? It's exactly what it says. I create content in the form of posts, tweets, updates, photos, memes, podcasts and video for use on social media. I've been volunteering my time for many years now with KWSS radio and TechPhx, and running their social media. I've learned so much, and am fascinated with the way social media works, and how people respond to it.

It's also interesting to see how small businesses use it, which is another thing that prompted me to start this business. Number one thing I see? Businesses don't put enough into their social media. This is not their fault however. As one of those small business owners, I get it. Time is hard to come by. When you are out there working on the other 5,000 parts of your business, you can't exactly stay connected 100% of the time on social media. You've got things to do!

This is why I made my business social media. I make the posts, I check the comments. I interact with other people and businesses for you. I find information to share that is relevant to your brand, so that you become a valuable source of information for anyone who follows you. My philosophy is if people get to know you and what you are about, they will want to know more about your business. After all, we started our businesses because we have something worthy to share, right? That's what you want people to see, and I help make that happen. I help you be seen.

I can also help you be heard. With years of audio and podcasting experience, I know the value of using a podcast to further your reach with current and potential clients. People love to listen to stories and learn more about who they are seeing in their social media feeds. Podcasting is the perfect compliment to social media promotions.

So that's really it. That's my business. My business is helping small businesses be seen and heard. I help them make it more personal and engaging. There's alot of content out there, and my goal is to make a small business stand out from all of the other content out there, so their name is what comes to a person's mind when they are looking for something specific.

Not only do I do this to help businesses be successful, I want to get to know you too! Social media works for me because I'm so social! Find me over on Facebook, Twitter, and Instagram!

If You Don't Invest, You're Going To Miss Out

See full infographic HERE

Do you find yourself searching on social media for a business more and more? You're not alone, according to this Infographic from Balihoo, 91% of local searches use Facebook to find a business online.

Ninety-one percent. That is saying pretty much anyone who has a Facebook account has searched for a business while browsing around on the site. I know I do it- and most of the time I get better information from their social media pages than I do if I visit their website. Or *shudder* call them on the phone.

In another infographic, it states that 81% of small businesses see the value of using social media as a business tool. In this quarterly Small Business Wellness Index survey from Mantra, it states that 80% of businesses have increased or kept their time invested in social media compared to a year ago.

Look around as you're out and about. What is everyone doing? They are scanning their social media feeds. On their phones. On their tablets. On their laptops.

If you don't make a true investment in social media, and budget appropriately, they are not going to see you. When they need your product, they are going to choose someone else.

Social media is a science. It takes work. It takes an investment of time, and yes, money. Here's some motivation, the top brands using social media and their growth. Here's another list of the best brands on Facebook. Here's a list of the most engaging brands on Twitter.

It's worth it. Don't miss out.





Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!

You never forget your first... client

I was thinking the other day that I have now been running this business for 7 1/2 months. It's been a very exciting ride so far, and really I have my friend Cheyenne to thank for helping me decide to take that step.

I say "helping me decide", but what she really did is give me a push. Back in September she was still in the beginning stages of her own business, My AZ Kitchen. It was in the very early beginning stages over the summer, and I gave HER a push to join Startup Weekend Chandler and really get it moving. It worked too- by the end of the weekend she had made so many connections, she not only had her online tools, but funding  to get a space open as well.

Cheyenne and I at a Yelp event in 2012.

During this time I had been looking for work and sending out resumes, and not getting anything back. It was actually pretty frustrating. So when Cheyenne came to me looking for a social media manager, I was excited to discuss the possibility with her. She wasn't able to hire me as staff, and that is when the suggestion came up that I just make her a client, and start my own business. My response? 

"Well, ok then!" My business was born. 

Now, many people say that you should never do business with friends you want to keep. I admit I was a little worried. Our daughters are also good friends, and going into a business arrangement with a friend could certainly turn into a train wreck if you're not careful. However, we both seem to know each other's personality pretty well, and it turns out we complement each other with our strengths. We also have a similar belief system, and I know her mission. I knew how to properly voice this online. She also gave me the freedom to take control of the kitchen social media and really figure out what works and what doesn't in regards to gaining a following. She put her faith in my abilities, and I am forever grateful to her. My work for her has helped me gain clients, because that is the first thing people are going to look at when they want to hire someone in social media- they want to see how you you actually *do* it. 

Now that our contract is up, I'm a little sad. I had a lot of fun creating content for the kitchen! I like to think it showed in the postings, and in the engagement with other fans of the kitchen on Facebook and Twitter. How can you not have fun with food, right? I will always be thankful that we could mutually help each other and get our businesses moving! 

Best part of all? Cheyenne and I are still friends, and I think even closer now that we've worked together! She has so many amazing things lined up in the future, something tells me we will be able to do business together again.

Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs! 

5 Positive Things About Social Media

Who knew that a little website helping students at a University stay connected would become what we know as Facebook today? Or that the stream of consciousness known as Twitter would not only let us know what you are having for lunch, but keep people aware of what is happening when their entire country is falling apart?

It's no secret at all that I absolutely love social media. You don't make it part of your business if you don't like it! I see the value in it, personally and professionally. Recently there have been some negative things circulating about the social media world, and being online in general. Some I have all ready addressed on this blog, and some are earmarked for later. At times it feels like an uphill battle dealing with knee-jerk reactions to every single bad thing that happens via social media. So, that being said, I'm going to give you 5 positive things about social media, on the personal side, and the business side. These are some of the reasons I love social media!

Personal:

1. I can keep in touch with my family, spread out all over the country, and they can keep in touch with me. Any time we want. Day or night. Time zones do not matter!
2. Information. I love politics, news, and information in general. I also love telling others about it. Sharing this information has never been easier with social media. Learning information from others is also a plus.
3. Living vicariously through others. My brother is an avid traveler. I am not, but I love watching his adventures unfold when he posts photos, status updates or blog entries.
4. It takes a village. Once a friend's daughter posted some scary stuff on her Facebook page. Red-flag stuff. Immediately three of us started messaging to see if anyone had contacted the parent yet about this. It turns out the child was just playing an attention card, but what I take away from that is how quickly we came together to figure out what to do, should it have been a real emergency.
5. Silliness. I love the memes, music videos, check-ins, and everything else that you never even thought to share with others BI (before internet). It makes the world seems smaller, and I feel that's a good thing.

Business:

1. Everyone is using social media in one form or another, and they are looking for your business.
2. You can communicate and engage with customers or clients at any time day or night, not just during business hours. Again, time zones do not matter! If you are doing it right, they will see what you're posting.
3. Social media is the greatest opportunity to show customers that you care about them, and not just getting their business.
4. Social media draws traffic to your blog and website.
5. All of these social media sites are available for free!

There are many more positives to social media, but this is a good start. This is a way of life now, and I don't see it dying off any time soon. It's better to embrace it, understand it, and use it to your advantage than fear it. Happy socializing!

Thanks for reading! If you feel so inclined, you can follow my daily ramblings on Twitter, and get all sorts of information from my Facebook Page! See you around the interwebs!