Category Archives: Social Media

Tumblr Buys Yahoo

This week Yahoo CEO Marissa Mayer bought blogging platform and social media site Tumblr for an estimated $1.1 billion.   Although in a company press statement Mayer promised that she would “not screw it up,” one of the major changes Tumblr users can expect is advertising.

One of the best things about Tumblr, other than a plethora of moving screen shots, is its lack of advertisements.  But let’s face it; companies have to make a profit.  My biggest question is what type of ads will be put on Tumblr?

Yahoo tends to cater to an older generation where as Tumblr’s target audience are Gen Y’s and Millennials.  Will Tumblr start trying to attract an older crowd or will Yahoo try to be cooler?  Whatever happens it’s just sad to see such a creative and personal space being diluted with advertisements. But as we all know, no space is sacred on the Internet.

A positive though is that Yahoo promises to refine Tumblr’s personalized search technology to make it easier for users to find bloggers that they will likely enjoy.  The biggest problem I have with Tumblr is its search function.  There is just so much out there and not enough refinement.  I remember when I first created a Tumblr about a year ago I felt bombarded by categories and often had to utilize outside sources to find bloggers I liked.

Only time will tell how this relationship plays out or if Mayer will keep her promise. But one thing is for certain — expect more ads.

Don’t Let Your Company Get Spear Phished, FBI Warns ASIS Group

If, as a company executive, you allow your employees to send and receive email and permit them to surf the Internet, your corporate network will be attacked by malicious hackers.

That’s the word from an FBI computer scientist who addressed more than 125 attendees Thursday at the ASIS International Region III annual seminar in San Diego.

With all the information about a company that executives and other employees make available on social media sites such as Facebook and LinkedIn, “we give them everything they (hackers) need. That’s what makes our job so hard,” said the FBI’s Darren Bennett.

He said corporations are frequently being targeted with a practice known as spear phishing. This involves an email often sent to one employee, addressed from someone within the company in a position of power or trust. Typically, the mail requests information such as login IDs and/or passwords. A variation of spear phishing involves an email from the IT or human resources department asking an employee to update his or her username or password. Once the hacker has that information, the entire network may be compromised.

The realistic-looking emails are produced from information easily lifted from social media sites, Bennett said.

“If you are just a worker bee in the company and get an email from the CEO, you might want to question why,” he said. “If you have any doubt about the email’s authenticity, contact your IT folks to have them check it out.”

In cases of spear phishing, firewalls and anti-virus programs offer little to no protection. What does work, Bennett said, is an IT organization that constantly monitors the corporate network and investigates cases of heavy traffic or data in the middle of the night. Also, employees need to be encouraged to immediately report any network problems or suspicions they may have about emails received.

“And if your network is successfully attacked, do whatever you have to do to repair the problem — even if that means changing every password,” he said.

The two-day event, concluding today, also included a number of security equipment manufacturers showcasing some of their latest products. Here’s a quick look at a few:

Axis Communications displayed its P-12 Network Camera Series that includes miniature HDTV cameras. The cameras’ design allows them to easily blend in with a variety of environments, making them ideal for discreet and covert surveillance in retail stores, offices and ATMs.

PCSC showed its Fault Tolerant controller series that brings automated system recovery for access control systems. If a primary controller fails, an alternate controller automatically takes over the duty.

Salient Systems demonstrated its CompleteView comprehensive video management software solution supporting IP, analog and hybrid camera surveillance environments. CompleteView is scalable from entry level to enterprise applications.

How not to gain a million followers on Twitter

Twitter has proven itself to be a valuable tool in business-to-business communications. However, too often an account is deemed successful simply because it has a large number of followers.

It’s challenging work gaining new followers and engaging them in a conversation. I’m currently in charge of four accounts — three for clients and one of my own that I routinely ignore. The top account has followers numbering in the low thousands. It continues to gather new followers, add retweets and garner new mentions each month.  Of course I would like, but never expect, it to join top dogs like Lady Gaga, Justin Bieber, President Obama and the New York Times — accounts with millions of followers.

Then today, I received an email offering 1 million Twitter followers for $2,950. Wow, that’s still short of cracking the top 1,000, but within potential range of Twitter middleweights such as Paul McCartney, Carrie Underwood, the MythBusters TV show and aged playboy, Hugh Heffner.

Wouldn’t almost any client be ecstatic to have more than 1 million followers? And it would cost them less than a third of a penny each. Unfortunately, the offer goes against good Twitter business practices and I can’t recommend the idea. Here’s why:

  • No doubt the vast majority of new followers would be egg heads — the fake accounts without a profile picture or bio that use the egg logo supplied by Twitter. These accounts follow many, but have few followers, if any, of their own. They largely exist to inflate the number of followers of legitimate accounts. In the summer of 2011, presidential candidate Newt Gingrich was accused of buying too many of his 1.3 million followers. His large following backfired on him.
  • This type of follower, even if real, isn’t sincerely committed to a company, candidate or celebrity. Within a short time, they will go away or just sit without ever offering a retweet, mention or direct message. They will not help to attract legitimate followers or drive new business opportunities.
  • A Twitter account can’t be judged successful solely on how many followers it has. It should be attracting the best group of followers for your organization. You want people, real people, to be interested in what you have to say. You want to showcase your expertise. You want to engage in conversations. You want to create opportunities to expand your influence and gain business. If dedicated, a smaller band of followers is always preferable.

It would be nice to claim more than a million followers for each of my accounts. But for the vast majority of businesses, that’s not going to happen. Like just about everything in life, a successful Twitter presence takes hard work. You need to understand your market. You need to stay on top of industry events. You need to identify and follow major influencers. You need to tweet at times to best reach your followers. You need to tweet often enough, but not too much. And all that may win you only five to 10 new followers on a good day, but you’ll know you’re doing it the right way.

Remember Email? It’s Still a Great Marketing Tool

Social media platforms like Facebook, Twitter and You Tube bring you the celebrity spats, videos of cute, one-eyed cats and cool infographics.

And email…well, its still good for sharing a document with a business associate, same as it’s been doing since last century. Lately, it’s better known for offers of knock-off pharmaceuticals.

Yet at the same time, email is more engrained into our society than any of the social media platforms. Do you know anyone from a teenager to a senior citizen that doesn’t have an email address?

Twitter has more than 100 million accounts in the U.S., but up to 25 percent of them are never used. Facebook just topped 1 billion users worldwide. Still, Gmail, Hotmail and Yahoo! Mail, together and alone, tops that number. And one study showed that 72 percent of people check their email more than six times per day.

This all means email is still a vibrant, effective means for reaching current and potential customers with tailored marketing messages. The key is having a quality list. Some companies keep their customer lists up-to-date and continually add leads from the sales staff. Most aren’t that conscientious about it. In that case you may need to buy a list from an email address provider. Count on your PR consultant to help you find the right list provider for your needs.

Next up is creating a message that will get recipients to pay attention. You can take a straight-forward or a more lighthearted approach. But one way to get people to read your message is to get them involved. Ask them questions. Are you getting what you need? Is your business all it can be? What problems do you need solved?

When you get replies, respond immediately. Use the information you get back from your questions to craft a tailored response for each. At that point your emails will stand out from the unsolicited clutter that jams many mailboxes.

Keep the campaign going. Offer your list something they need. Listen to your potential customers and respond accordingly.

Do this and you’ll be well on your way to a successful email campaign. Meantime, don’t forget the growing power of social media. Just don’t underestimate the value of email.

@JDaum

 

 

Small Businesses Say Social Media Helps Them Grow

Small business owners are catching on to social media in a big way. And many of them are reporting some impressive results.

A recent survey of 614 U.S. small business owners showed that 90 percent are actively engaged in social networking sites. And about three of four said those sites are as valuable — or more so — than in-person networking.

More than a third of the respondents said being found by new customers was the most valuable benefit of social media. Impressively, 78 percent said that over the past year they gained a quarter or more of their new customers through online or social media channels.

But the large number of available options — Facebook, LinkedIn, Twitter, Google+, Pinterest, Groupon and other channels — is overwhelming for many small business owners.

This is where an experienced social media consultant can help. Choosing the right channels and then keeping them filled with regularly updated, quality content can make the difference between social media success and failure. The same holds true of a company website, which one in four of the survey respondents said was an important business driver.

The time has come when a small business owner not engaging or properly using social media is at a competitive disadvantage.

Click here for more details on the recent survey sponsored by a small business online community.

-JD

Twitter: @jdaum

 

 

If You Could Do Your Banking on Facebook – Would You?

Image: digitimes.ie

From time to time, I might ask close friends and family members for a financial advice, but I can’t say I’ve ever thought about the possibility of “social banking.”

Financial giant, Citibank, is however thinking about the possibility of “social banking,” as least as far as Facebook is concerned. The bank recently posted an interesting message to its Facebook page, asking fans if they would bank through Facebook, testing consumer appetite for “social banking.”

The post has already garnered nearly 800 ‘Likes,’ but comments on the post are overwhelmingly negative – here’s just a small sampling (positive and negative) of my favorites:

  • “100%”
  • “No way.”
  • “Yes, absolutely.”
  • “Over my dead body”
  • “No. That would just give hackers an incentive to hack Facebook. In the long run, I get my information stolen, and Facebook AND Citibank lose their reputation for keeping your information safe.”

It’s clear, we live in an ever more-connected world. We check-in, hangout, Tweet, ping and snap photos all day and all night. We can already deposit paper checks into our accounts with mobile banking apps and transfer money with a touch.

That convenience has improved the way we do business and streamlined money management, but is a good idea always worth taking to its logical extreme?

Facebook’s questionable privacy history, combined with the obvious security questions raised by many Facebook users in the comments on Citbank’s post, come together to create what could either be a disruptive partnership that changes the way we think about banking, or, it could be a behemoth privacy disaster.

So, what do you think? If you could do your banking on Facebook, would you?

- Marrissa (@marrissam)

I Want This Brand – My Friend Follows It on Twitter

Would you choose a jar of pickles based on your knowledge of a friend or family member following the brand on a social media site such as Facebook or Twitter? Close to one of five American consumers (18 percent) said they would when asked as part of a multinational study.

That survey from Ipsos OTX and Ipsos Global @dvisor didn’t specifically focus on pickles, it did provide clear evidence of the power of social media to drive buying decisions.

And it looks as though that influence will grow as nearly one in four (23 percent) younger respondents – those 35 years of age and under — said they would buy a brand based on a friend’s social media followings. Only 9 percent of those between the ages of 50-64 gave the same response.

There was virtually no difference between males and females. However, American companies may not be as quite as effective in using social media as their counterparts in other countries.  Worldwide, 22 percent of all respondents said they were influenced by friends’ social media brand likings.

Still, the survey shows the value of cultivating brand advocates through carefully planned social media campaigns. And if these numbers are accurate, it only stands to reason that a business-to-business social media effort also could prove to be worth the effort.

– JD

Follow me on Twitter @jdaum

 

 

 

 

 

 

 

 

Can English Survive Social Media?

Is the informality of email and social media leading to the ruin of the English language? Is proper grammar and correct spelling going the way of the wired telephone? The answers to those questions are troubling many corporate communications executives.

We have come to accept slang and shortcuts in our electronic communications.  The grammar used is often spotty and let’s politely assume that the numerous misspellings we see are typos.

So a tweet contains “c u l8er” instead of “see you later” in order to save space in a message with a maximum of 140 characters.  Later in a text message you might read “Mary and myself will handle that.” Then a news release posted on a company Internet site may include that the “Acme Corp. is known for providing their customers with world-class service.” That may not be a problem among friends, but that same writing style is unacceptable when used in external corporate communications.

The blame for our eroding standards is often placed on younger employees who have been raised in a social media era. That’s not entirely fair. All of us regularly engaging in social media take many of the same shortcuts and make many of the same grammatical and spelling mistakes.

We just have to consider social media communications as a different language.  The way we communicate to friends via Facebook or Twitter is fine. But, for the time being, that informality has no place in the way we communicate on behalf of or our employers or clients.

In time, much of the social media vernacular will become an accepted part of the language. But until then, we need to remind ourselves — and our employees — of the need for accurate and clear communications in a business setting.

– JD

Twitter: @Jdaum

Let Me Weigh In on This

Image: healthybackblog.com

It’s amazing all the great new ideas really bright people keep coming up with to integrate social media into more aspects of our lives. Then there are some others that give me pause.

I just read about two new bathroom scales that will give you your weight and body mass index (your body-fat percentage) and offer other useful features such as keeping track of your daily weigh-ins on your computer or smartphone. So far so good.  But here’s the deal breaker for me — both have Wi-Fi capability that allows them to also post the results on your Twitter and/or Facebook accounts.

I don’t want my friends and business associates seeing that I didn’t resist those three huge meatballs with my spaghetti last night. And I think they don’t really care to watch me seesaw up (mostly) and down (occasionally) in the never-ending battle to maintain my weight. Public humiliation may work for some people, but not for me. My embarrassment will only cause me to eat more.

I’m not even sure even my immediate family members need to know what I weigh. Aren’t there still a few things about our bodies that we should only disclose to our doctors? How much of our private lives are we willing to share with close friends and passing acquaintances?

Nice try guys, but I’ll settle for a scale that keeps my weight private.

– JD

Follow me on Twitter @jdaum

Twitter: It’s Not All About You.

There’s no question, social media (primarily the “big three” networks: Twitter, Facebook and LinkedIn) is integral to a successful, comprehensive PR campaign. However, as corporations get more comfortable with social media, we’ve noticed that many of them still have a “Marsha, Marsha, Marsha…” approach to Twitter. To those organizations I say, “Newsflash: it’s not all about you.”

That may sound a bit harsh, but what I really mean is that social media, Twitter especially, should not be used as corporate air horn – only for broadcasting company news, white papers, case studies or executive accomplishments. Twitter is capable of much, much more. That is IF you take the time to step back, think about what interests your followers, engage with them and share relevant news and stories – even if they’re not about you.

I’m not recommending a complete kibosh on sharing corporate news and marketing content. I am however, endorsing restraint when it comes to tweeting corporate news. Take your average enterprise Twitter handle: with 3-6 original tweets per day, no more than half of those tweets should be self-promotional.

What else should you tweet if your not sharing news about your company?

Great question. Twitter is perhaps the fastest way to directly connect with potential customers and even members of the media – they’re all there, and if your talking about a subject that interests them, you just might open the door to your next sale or major feature story.

In order to do that, you must share your knowledge with the ‘Twitterverse.’ No corporate news or product launches this quarter? No problem. What’s going on in your industry? Do you see a major industry challenge on the horizon? Have you noticed an interesting trend in customer buying preferences? These are just a few of the things you can (and should) be blogging about.

Draft a quick blog (100-200 words) and tweet it out. If you’re interested in the topic, chances are, the people following you (including influencers) are interested in it as well. If you regularly share your knowledge, you will be repaid in spades on Twitter. You’ll gain a) Credibility as a thought-leader; b) Trust of customers who are used to being bombarded by marketing messages c) The interest of members of the media looking for expert sources.

Finally, a point on engagement. It’s simple really – do unto others as you would have them do unto you. That means, thanking someone for a retweet or for following, responding to tweets in which your brand is mentioned and asking questions.

When you learn that Twitter is “not all about you,” you’ll gain the social media respect you deserve.

- Marrissa (follow me on Twitter: @marrissam)