Recently a client asked what I thought about the businesses on Facebook who seem to be obsessed with boosting the number of “likes” of their business page… and here’s my two-cents:

Boosting your numbers and trying to prove how popular you are is just like old-school “blast and pray” advertising. You blast as much “stuff” into the universe as possible and pray something sticks and someone will buy. And we all know where old-school tactics got us; broke and customer-less, right? 

So here’s the thing: like ANY marketing, our goal is to attract the right people – people who are potential clients or can refer them, right? We don’t market to just anybody any more, we’re way beyond that. We’re smarter and have better tools. Do you want a million ‘anybodies’ to “like”, “follow”, “add” or “friend” you? Or fewer  people who are genuine prospects who might actually buy from you?

Think about it: If you’re a company that sells Social Media Services to small business owners do you really want grandmas, teenagers and die-hard 9-5ers as your “fans”? Sure, a few of them may know “someone”… but is that really where you want to spend your time and resources? And do these people really want to read what you have to post? Probably not – and 99% of the will end up blocking or ignoring you. So why in the world would you want to campaign to attract a gazillion of the “wrong” people?

My thing is this: as with most things in life – and especially marketing – I’ll take quality over quantity any day. I want fans, friends, and followers who are actually interested in the content I post, and will engage with me – and maybe even buy something or refer someone to me some day – not block or ignore me.

So instead of measuring your success by the number of “likes” your page has, I’d measure engagement. How often do people comment on your posts? How many different people comment? Are they the types of people you’d like to do business with?  If not, then it might be worthwhile to focus on attracting and recruiting those you want to do business with, rather than just anybody. (AnybodyWho is NOT a Target Market!)

Do you have a FaceBook story or tip you’d like to share?  We’d love to hear them!

 

Leave your comments here.

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(Note: Did you really think I’d let this opportunity to pass me by? I mean I’ll never get another opportunity to write a title like that…)

If you live in the US, you’ve heard of the big Congressman Anthony Weiner Twitter scandal. It’s everywhere.  Another politician caught with his pants down – or to be more accurate, caught tweeting pics with his pants down… 

Some say there is no such thing as bad publicity. As a marketer, I have to disagree, especially if you’re Representative Weiner and living up to your last name by acting like one. Overnight,  Rep. Weiner has become a joke – and not just to snot-nosed 11 year old boys who still giggle when they hear ‘peacock’ but to those of us who are older and mature enough to understand that sometimes a peacock is just a peacock.  So, yes, there is such a thing as bad publicity – and these days publicity, especially bad publicity is all too easy to come by. Just one little slip of the keyboard or a too-fast flick of the “send” button, and you could be ruined.

Social media is a wonderful resource for promoting and managing a small business reputation.  But as the Rep Weiner debacle has shown us, it can also be a reputation/small business killer.

Here are four ways you can avoid marketing your small business like a Weiner. 

1. If you make a mistake, own up to it.  Man up, admit your mistakes and do everything in your power to improve and prevent it from happening again.  Whatever you do, don’t lie!  Businesses are made up of human beings and human beings make mistakes. We are never going to be perfect. The key to managing your reputation is to admit your mistakes, deal with them, and find ways to improve. Lying or pretending that everything is perfect when it isn’t alienates everyone. You will never build a successful business this way.
2. Nothing you put out on Social Media is private – especially your privates. Marketing is all about managing your image.  If there are things about your business, your processes, your finances, your procedures, your management, etc that you don’t want the general public to know about, keep it to yourself.  Social media is not the place to complain about employees, customers, or vendors – and you never want to air your dirty laundry.  
3. Don’t get too comfortable with your Facebook or Twitter “friends”.  Rep Weiner wrongly assumed that all of his little Twitter girlfriends were his real friends and the information and pictures he shared with them would be kept private. But as a high-profile government figure, that was just plain stupidity. As business owners, we need to be just as mindful of what we’re putting out there. Many years ago a well-meaning co-worker gave me some much needed advice that I think applies here.  He said to me, “going out for drinks with co-workers, and especially bosses, is still work – and you must treat it like work. Don’t drink too much and keep it appropriate.” I think that same rule should apply for social networking.
4. Don’t wait until your flaws are embarrassingly exposed to get help. Rep Weiner has issues… whether he’s a sex addict, or just plain stupid is for him to decide. But clearly, he has issues.  Who is without flaws? I’d be lying if I said my business (or my life for that matter) is perfect. My point here for small business owners is this: recognize your weaknesses, own your weaknesses and then commit to doing something to address them. Too many small business owners wait until they’re a job away from closing their doors, or a week away from missing payroll to get help with their businesses. Don’t wait until it’s too late – get help now.

What do you think? I’d love to hear your thoughts on this!! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

Below is a reprint of an article by Scott Kindred at Safehouse Web. He took a comment I posted on Facebook and turned it into a blog. I think he did a nice job of expanding on the subject and showing a very tactical view of how it’s done by sharing what he will do to promote his brand.

 How to Build Your Business Credibility Online

by Scott Kindred of Safehouse Web

Starting today with small steps to build yourself and your business’ credibility is an easy thing to put off. Right? You may procrastinate as often as I do, but today is a new day! Yes, cliche, but true. This post is simply a quick and powerful way you can give your business a boost – TODAY. And in no more than 15 minutes of your valuable time, I say!  

So does Carloyn Higgins, President of Fortune Marketing Company:

“What are you doing to increase exposure for your business? Today, spend 15 minutes promoting your business.: comment on the walls of 5 target customers (especially B2B biz), comment on a blog related to your product or service, write a quick article, or answer a question in an onlne community. These activities boost awareness, increase credibility and lead to more customers!”

The truth is that these small steps, when done regularly and consistently over a period of time – let’s say 6 months for the sake of conversation – will produce measurable results. They will produce more traffic, more visitors to your website. I know because I have tried them myself and have seen a marked increase in website traffic, visitor quality and even a few business leads. Good stuff. I know because I continue to use them today; I want my business to keep growing and becoming more profitable.

Does that sound like something we have in common?

Below are my goals for today. I will accomplish them, and I’ll also do them again on my next appointed “rounds.” Take a look and start thinking about something similar for your business. Posting your ideas and results here is always welcomed!

Comment on the walls of 5 target customers:1. Freelance Switch
2. Pagelines
3. Cartoon Thunder
4. Big Brand System
5. Fortune Marketing Company

[Those are their websites. I will choose to post on their blog, forum, Facebook or Twitter, depending on what subject matter I can make the best contribution on.]

You can view the original post here and  more of Safehouse Web’s blogs at: http://safehouseweb.com/exchange/

What do you think? I’d love to hear your thoughts on this!! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

About Safehouse Web: 

Safehouse Web is a small business focused on providing services to their peers. Building, deploying, managing and maintaining websites for small businesses is their  primary purpose.  With “service is our salesman” as a motto of their approach, you can be sure your business’ website will receive consistent and timely attention.  The level of service they provide, and the reputation they  develop with you, is what they stand upon to sell to other businesses like yours.  You can visit Safehouse Web at: http://safehouseweb.com/