The Funniest Podcast About Social Media
That Helps You Grow Your Business

Effectiveness for Blogging and Twitter, with Mark Schaefer – Ep.8

Many people still have trouble getting a handle on what social media truly is, and besides how to work the basics, what it can be used for. They know that there is Twitter, LinkedIn and Facebook, but what is the purpose of having friends and followers? Blogspot is simple enough to use, but what should you say? How can a small business monetize the increasing social media activity in the world?  Social Media Unscrambled, the podcast radio show broadcast live on The Fractal Stream internet radio station, seeks to help solve many of the questions that the average user has about his or her media.

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For these heavy questions, the hosts of Social Media Unscrambled, Chris Curran and David Deutsch, seek advice from another influencer in the social media world. Mark Schaefer, of http://www.businessesgrow.com/, joined the show via Skype from his home in Tennessee. Mark has many claims to his name; besides his successful blog, he also runs a thriving consulting business, teaches at Rutgers, and has authored and co-authored multiple books in the area of social media. And he certainly contributed valuable insights in this episode.

Social media is a constantly updating story, and the news this week proves that. Episodes ago, the hosts shared a story about a Texas student who made a nasty comment on Facebook and subsequently was sent to jail, and was left in there for many months. Recently though, someone (a good Samaritan?!) bailed him out for $500,000. This story once again exaggerates the viewfinder of social media; any comment can be used to reach across the globe, both positively and negatively. Meanwhile, on the other side of the country, sharks were attacking from the air… through the television, at least. “SharkNado,” a movie about falling sharks on Los Angeles, did not do nearly as well on the television as it did on the internet. Twitter users blew up the tag, and it was reported that more people were tweeting about the movie than actually watching it.

This proves that traditional media is being officially dwarfed by the social media. The question @smUnscrambled had for its guest, Mark Schaefer, was- “but how do you monetize that?” Netflix, too, has been using social media to monetize as well as to determine what’s working in their media streaming business.

Mark Schaefer on Fox News

Schaefer started to explain that the most important part of social media is to promote a passion. While people love products, they don’t necessarily talk about them. What a business needs to do is turn their product into a conversation and receive impressions, using social media. New studies by Ogilvy are examining passion for products and consequently how users are sharing about them online. As Mark says, all information can be monetized, because everything “means something, you just have to figure out what.” Twitter is doing this with Nielsen (the market research and ratings company), as they determine that most people have “two screens” in front of them (TV and smartphone/tablet, etc), and are deciding how to monetize that.

Schaefer has also found a different way to monetize– to take his knowledge and publish it into books. He proclaims that he wants a “MarkNado” to rain his books and blog posts all over the world as a tornado, but, as one of his books is already the most sold book about Twitter worldwide, you could already say that he’s had some fair weather. (His internet goal is to eventually become a meme, and through today’s show, he definitely has the spunk.)

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One of Mark’s books is Born to Blog: Building Your Blog for Personal and Business Success one Post at a Time. Mark frustratingly comments on the lack of business people with blogs. He maintains that anyone seeking a job should have a blog to showcase their talent, especially if they are going into PR, marketing, HR, customer service, or sales. A blog will stay with an interviewer long after the 45 minute interview time slot is up. Being able to move community and make cohesive thoughts based on your passions, emotions, and experience is a very important job skill. Of course some people have no writing ability, and if that’s you, understand it’s not that difficult to write when you have a passion and personal experiences.

Because many of the traditional ways of advertising such as TV, newspaper and radio are going away, a new type of connection is needed with one’s customers.  Content such as blogging, podcasting, and video marketing will help save money. Use your life and stories to explain and connect with people; be emotional more than technical. Every company has the ability to do that, and if they do it will help them be successful. Do they have the courage? Do you?

The Tao of Twitter

The discussion then turned to another one of Mark’s books, The Tao of Twitter: Changing Your Life and Business 140 Characters At a Time. He explains that Taoism, an Eastern religion, means “path,” and there is a path to correctly using any type of media. The first step is to get appropriate content, meaning posting topics and thoughts that are relevant and insightful. After that, you have to grab the right audience and market to them; if you do the work in making yourself an appropriate source of information, people will come to you. Finally, be thoughtful. People don’t want to be sold your ideas, they want to be helped.

If you make your social media activity a conversation instead of marketing, you will establish relationships in order to help others. Once you establish relationships, people will see small, consistent provocations, and eventually you will be able to make sales and establish loyalty.

From speaking with Mark, it is obvious that he enjoys helping people understand social media; that’s why he does consultations. He believes that his competitive advantage is that he’s older than the average user. He has enough perspective to look at an internet marketing strategy and suggest proven ways to help companies get from A to B. He believes that the biggest deficit in business is marketing. While people know how to create something, they don’t always know how to spread and connect it to others. Getting a consultant for help can be very beneficial.

Chris Curran of Fractal Recording and David Deutsch of SynergiSocial signed off with their tip of the week segment. On LinkedIn, you can see who is “stalking you,” or in other words, viewing your profile. Don’t be shy! You can reach out to people with notes such as “thank you for viewing my profile! Is there anything I can help you with?” You can turn their curiosity in a relationship and opportunity. They’re “stalking” you for a reason!

We were overjoyed to have Mark Schaefer as a guest today, and we really appreciated his experience, knowledge and expertise in the world of social media and marketing. Social media can be used to monetize any product, if you learn how to use it correctly – and there’s a ton of help out there.

~ Naomi Barnett, July 16th, 2013

 

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Customer Service via Social Media, with Peter Shankman – Ep.7

It’s been determined that good social media can’t make a bad company better, no matter how hard you try. Today your hosts Chris and David tap the enthusiasm and knowledge of the show’s special guest Peter Shankman to help make social media (especially in terms of customer service) more understandable, more useful, and more fun.

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Peter Shankman, founder of the PR, Social Media, and Marketing Strategy firm The Geek Factory, Inc. and writer behind the blog http://shankman.com/ is also a public speaker, entrepreneur, and author. He has written three books: Nice Companies Finish First, Customer Service, and Can We Do That?!  He is an international and national traveler with stories, experience, and tons of talent.

You’ve probably heard of Peter because of HARO – Help A Reporter Out – a database that allows reporters to find sources and experts to find reporters. He founded and ran the site until it was acquired by Vocus, Inc. In doing this, along with the rest of his acquired knowledge, he learned an important thing about business – it pays to be nice. He did some research and found that when you are even somewhat nice, it is shown that there are 40% product increases. Nice businesses makes loyal people.

This lead to his new book, published early 2013, Nice Companies Finish First: Why Cutthroat Management is Over and Collaboration Is In. The book explains that the “authoritarian cowboy CEO era is over,” or in other words, Machiavelli’s famous thought that it is better to be feared than loved, is just a little outdated.

The discussion of this knowledge on the show lead to David’s assertation that many business people are reportedly sociopaths, but after some analytical chatting with Peter in the self-professed ADHD-fest of an episode, any listener can tell that Peter really wants to help. In fact, since he sold HARO, he’s been consulting with the goal of proving how companies around the world are reinventing customer service.

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Peter professes that although he loves social media, he believes that too many businesses are sacrificing customer service in order to use social media. “Social media doesn’t need its own special week, it needs a good swift kick in the ass;” he stated that nothing new can replace common sense or good quality service, and many businesses are now toying with social media based customer service instead of truly fixing problems.

(A fun fact to show that Peter practices what he preaches – see his Top 10 Tweet of 2011 about being met at the airport with a steak from his favorite restaurant, now that’s service!) http://www.cbsnews.com/8301-501465_162-20096527-501465.html

As the episode progressed, the hosts and Peter started to discuss new occurrences and issues in the social media world. Cars can allegedly tweet through your GPS to let people know where you are, and apparently is it now possible for a car to tweet to you that it needs an oil change or gas. As the new Graph Search (a more intensive search on past “likes,”) on Facebook comes about, we realize that any type of privacy died 30 years ago.

This creates a sense of catch 22; to use social media and lose your privacy, or to not use social media and not get ahead in business in this world. Additionally, technology makes us weaker and stronger at the same time – it does our work for us while we are still expected to do things ourselves. However, some lack of privacy is helpful, especially when it comes to revenue. A company that Peter has invested in is called Knod.es, which is up and coming in the fundraising world. The program looks at social media “likes” of the people one interacts with and registers any data they create in a way that will be helpful to an investor. It is using small data information in a smart, intelligent way.

Peter believes that the concepts of “like-ing, fan-ing, friend-ing” are going away. Instead, our relationships will be “seen” by our social media and make updates to our accounts based on the information it gathers about where we are, who we are interacting with, and what we are doing.

But, as David counters, what about narcissism? People will still be friending each other and liking what they choose for an aspect of control. This contributes to the blatant misuse of Facebook. However, due to the diagnosed FOMO, or Fear of Missing Out, everyone wants to be on Facebook, Twitter, Pinterest. Because of this, social media accounts are being used incorrectly, even if one has a good business.

However, we can probably all agree that in time, many of the negative “wrinkles” in social media will get ironed-out. And Peter Shankman definitely contributes to that positive evolution. Thanks Peter!

~ Naomi Barnett | July 9th, 2013

 

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Blog Amplification with Triberr.com founder Dino Dogan – Ep.4

[Special guest: Dino Dogan, founder of Triberr, triberr.com]

Without the listening community, Social Media Unscrambled, much like other social networking platforms, would be nothing. While it has been coined the “single best 30 minute chunk of time you can invest in your social media effectiveness,” without anyone to hear the catchy slogan, what point would there be? The motor behind all social media is the amount of eyes viewing it, as the effective social media user understands.

While hosts Chris and David have created something innovative with #smUnscrambled as a way for listeners to understand effective social media use, they still seek to expand their reach. They are looking towards developed entrepreneurs and advancers of the industry. The hosts were therefore proud to welcome Dino Dogan, whose site triberr.com is a recent yet massively influential development in the blogosphere.

DinoOne of Dino’s original blogs, diyblogger.net, (which is still going strong!) is a jewel of information on marketing, media and content. Dino got the idea for Triberr when he was trying to market his own blog. He had people who were helping him get his content out, and he was helping them, it was complicated and confusing – he decided there had to be a better way. But there wasn’t. So he made it.

But what exactly is Triberr? How can an average, everyday blogger use it to do what social media is supposed to do – to expand reach? The first thing to ask; are you a blogger or not?

If you’re not a blogger, Triberr is a site that allows you to read (and share) many blogs on similar topics of interest, all found conveniently grouped.

David, Naomi, Chris and Dino! .. Copyright AndoPhotography.com

David, Naomi, Chris and Dino! .. Copyright AndoPhotography.com

For bloggers, Triberr is a social network in itself; a way to interact and create traffic and attention to their posts. Triberr allows bloggers to form groups, called “tribes,” of blogs in the same genre. A tribal chief, who can be anyone using the site, can create a tribe based on a topic, and then allow users to join the tribe. The blogger can then interact with people who write and post similar content, and will expand their outreach and help keep eyes on their site. Triberr, in short, is blog amplification.

In Dino’s opinion, blogs started back with the stone ages, when people made cave paintings on the walls. It was a way for early humans to express themselves, and that desire has not ceased. Triberr simply makes it easier for a person’s form of expression to be reachable. Based on the type of tribe a person has joined and which posts they “approve,” triberr takes care of publishing the post to gain maximum reach.

TriberrIt is not only the number of readers that Triberr helps the blogger increase; it is the quality of the reader. Too many social media users focus on their number of followers, when they should be writing for a specific type of reader. Triberr allows a user to be published to people who truly care about what they’re reading – community members of the same type of thought.

And what is next for triberr.com? Soon it will allow companies to recruit bloggers and tribes into their marketing campaigns, which, for bloggers, is a far better way to monetize their blog content than traditional ads.

But most importantly, Triberr wants to help you and your thoughts to reach their maximum potential, starting with your community and expanding to the whole world.

Many thanks to Dino Dogan for coming by Fractal Recording and sharing so many pearls and nuggets!

Join us each Tuesday at 1:30PM EST for Social Media Unscrambled.

*AND HERE’S THE VIDEO HIGHLIGHTS FROM DINO’S APPEARANCE:
(9 minutes from the 37 minute full show)

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