Is Facebook Haunted?

(Long Island, N.Y.) This Halloween, the ghosts and goblins may not only be at your door looking for treats – they could be on your social network.

An addition to Facebook’s “Suggestions” feature invites users to “re-connect” with friends by posting on their walls. A nice idea to remind users to contact those they haven’t spoken with in a while… except it’s suggested that several users re-connect with friends and loved ones who have passed on.

Jennifer Jones, 19, of Plainedge was confused and “a little freaked out” when Facebook suggested she write on late classmate Natalie Ciappa’s wall. Jones, who was open to the idea it could be a message from the other side, commented, “If that’s the case, I have no idea why she would be contacting me. We knew each other, but weren’t close friends.”

When she learned it was just a result of Facebook’s new programming, she was relieved. “That makes more sense,” she said.

You Have to “Tell” Facebook

Facebook’s programming has no way of knowing the status of users, unless users tell them. Other ideas in poor taste included suggestions that people “re-connect” with exes, former bosses, or wayward relatives.

The solution? If there’s someone you’d rather not see pop up on the right-hand column of your screen, take them off your friends list.

 

For family and friends of deceased, Facebook has another answer… and the reasoning behind their decision to include dearly departed in the “reconnect” feature.

Facebook Chief Security Officer Max Kelly commented on the Facebook blog: “We created the idea of “memorialized” profiles as a place where people can save and share their memories of those who’ve passed… We understand how difficult it can be for people to be reminded of those who are no longer with them, which is why it’s important when someone passes away that their friends or family contact Facebook to request that a profile be memorialized…By memorializing the account of someone who has passed away, people will no longer see that person appear in their Suggestions.”

In addition, Kelly says memorializing an account sets privacy so only confirmed friends can view the profile. Contact information and status updates are removed, and no one can log into the profile in the future. Family and friends can still leave posts on the Wall in remembrance.

What’s Your SM Exit Strategy?

This leads us to another conundrum. It’s not a happy thought, but it’s important to address. What will happen to your social network if something happens to you? The Internet brings us thousands of acquaintances, just a keystroke away. These may not be people who would attend your funeral (or they might) but certainly they would care if something – such as death or illness — happened to you.

Store the following information and documents in a safe place, such as a fireproof safe, to be opened by your significant other or the executrix of your will:

•     Usernames and passwords to all your social networks, including forums you frequent;

•     Usernames and passwords for your email, including instructions to access your mailing list(s).

•     Usernames and logins for any blogs and Web sites you may run, manage or regularly post to. Include contact information for the hosting service, such as GoDaddy, so someone can cancel the services.

•     Keep this information where you keep your will, life insurance policies and bank account numbers.

It’s a good idea to have all this information written down, anyway. Many of us store our passwords within our computer. If our system crashes and we need to access the information from another machine, we may have a problem if it’s not written down. It’s important to keep a hard copy of this information. Again, if your computer crashes and you need to check e-mail from another location, that information becomes priceless.

One Social Network Aggregator May Be All You Need.

(Long Island, N.Y.) I previously talked about setting up a company website that will “sell and tell.” One effective way to drive traffic to that website is through social networking sites.

Just as a business website needs a few key components in order to be more than just “window dressing,” it’s important to stay on top of maintaining your social networks if they’re going to help you grow your business. But which networking sites to join?

A Google search reveals hundreds, if not thousands, of social networking sites for all sorts of businesses and individuals. My business development coach (and a good friend!) is a member of more than 30 social networking sites. I’m part of about 10 myself. Some are specialized within my field(s) of expertise, and others are general sites. You might think it takes a lot of time to maintain all these social networks, but it really doesn’t.

Many tools are available to help you maintain social networking sites in just a few minutes a day. One of my favorites is www.ping.fm. In about a half hour (depending on how many sites you want to add), you can configure Ping to post updates to all your chosen social networks with the click of your mouse. It can also post to various messenger/chat programs, as well. iPhone apps let you easily post on the go or you can send SMS/text updates from any cell phone. One of the reasons I like the program is its flexibility to deliver your messages.

One for All, but Not All on One

If you read the site’s “Helpful Tips,” you’ll also discover you don’t have to post to every network every time. This is especially effective if you have different types of customers (for instance, wholesale and retail), multiple businesses, or if, like me, you use one social network (in my case, Facebook) to keep up with family and friends.

You may not want to share the same information on every network, and you can filter your messages in a number of ways.

Post to individual sites by prefixing your message with specific letters, as shown here. This is good to post a message to one or two sites only.

Post in specific formats: Microblogs, status updates, or blogs. This tells Ping to only post to sites that you’ve pre-set to post updates in that particular format.

Combine multiple sites into a “posting group” so all messages you post to that “group” will appear on all services within that group. This is similar to creating a specific mailing list in your email to reach a specific group of people (i.e., family, friends, buyers, vendors… whatever.)

Don’t Forget Relationships

Ping is an incredibly handy service to share important information and links with large portions of your social network (or your whole network) all at once. But don’t forget to continue to build relationships through personal interaction – respond to other people’s blog posts, forward their links, and (most importantly) start and maintain one-on-one conversations with anyone you’d like to get to know better.

3 Ways to Build a Social Media Presence

(Long Island, N.Y.) Social networking can take a lot of time. As a business owner, you have several choices about how to give your company a strong presence on the Web. This, of course, is assuming you’ve decided it is important. (And if you’re reading this column, I’m guessing you’re right there with me on how critical social networking can be.)

If you want to build a social networking presence on the Web, you can:

Devote a few days to getting your networks set up, and then a few hours a day to maintaining that presence.
Divvy up tasks amongst your employees, asking everyone (or individuals in certain departments) to spend some time each day expanding the company’s Web presence.
Hire an outside firm to handle all your social marketing needs.

If you opt for number three, you can hire a marketing company specializing in Internet marketing, a virtual assistant, or a consultant. Whomever you choose, make sure that individual understands your unique brand, the needs of your customers, and the image you want your company to convey online.

Do-It-Yourself Social Media

The first option works well for very small businesses – solo-preneurs and freelancers, or operations with a small staff where the owner takes an active role in day-to-day operations. If you fit this description and are deciding whether or not to take the D-I-Y approach, ask yourself:

•     Is social media my passion?

•     Can someone else do the job better than I could?

•     How much could I pay someone else to do the job as well (or almost as well) as I do it — and is that rate less than my time is worth?

Do It In-house

The second option may work in mid-to-large size companies, but has drawbacks. “Social networking” is a gray area. Even freelancers have difficulty quantifying the value of the time they spend on social networks. It’s easy to find tools (such as Google Analytics) that track your click-thrus, as well as conversions from those clicks. But these numbers only tell part of the story.

Social networking (as so many people have said) is about relationships. Even if that conversation you started didn’t result in an immediate sale, will it benefit you in other ways? In the past few months, I’ve made several friends through social media. They may never purchase my services – and I may or may not buy theirs – but the word-of-mouth we generate for each other is not quantifiable. In other cases, it takes time before all the relationships you build do result in conversions. But as long as you’re building your brand, I’d like to think that’s not time wasted.

When you’re dealing with employees, however, it’s too hard for them to justify nearly any kind of online chatting, linkbacks and photo-sharing as “social networking,” when, in fact, it may be more “social” than “networking.”

I have seen this model work. If you put incentives in place where employees are rewarded for immediate results, they’re less apt to waste time. If you don’t see a return on your investment within, say, six months, you can re-structure, handle the social media part of your business yourself or turn to option 3, hire a professional.

Hiring a Pro

Again, even if you hire an outside firm, you want to measure your results – especially if the company is billing you hourly. I was very proud the other day to have a client who produces radio shows share with me that one particular episode had “the most listeners ever!” She attributed it to the tweets (Twitter posts) and promos for the show; I wasn’t going to argue. In reality, it wouldn’t have worked so well if it wasn’t a great topic and captivating expert guests to begin with, but that just brings us to a point most successful business owners know well: No amount of social networking will help if your product isn’t something people feel moved to buy. You need both the sizzle and the steak!

Do You Need That New Tech Toy?

(Long Island, N.Y.) Even though I’m a techno-geek, I’m very cautious about technology for technology’s sake. I’m also not an “early-adopter.” I’ll wait until new products drop in price before buying the latest gadget. When that time comes, I evaluate whether or not it will truly enhance my life or just add to the “clutter” (both emotional and physical).

The exception to this was my iPod Touch, a gift from my husband last Christmas, when it was hot out of the Apple factory and the season’s top tech gift. With 32 gigs of storage, it turned out to be more than I need, but it’s a great productivity tool. (The first draft of this article was written in the car on its “notepad” function; some day, I’ll spring for a Word app.)

With the usefulness of my iPod in mind, sometimes I’m just nowhere near a wireless signal and I want email or Web access. Enter Verizon’s 2-for-1 Blackberry sale.

What? A tech writer, social networking addict and Internet marketer without a smartphone? Yes. Did I mention I’m not an early-adopter?

Before I head off to the Verizon store, I’m evaluating my needs on the same basis I evaluate any technology. Whether you’re talking about a faster computer, joining another social media network or buying a new phone, these key points can help you decide if you want to incorporate another piece of technology into your life.

Keep in mind, if you’re looking for “cool toys,” go ahead and make the purchase. I don’t evaluate paintball equipment (or shoes, for that matter!) this way – I just buy them, because it’s fun!

These four points are designed to help business owners decide if a new piece of technology will really enhance the business and is, therefore, worth the cost of ownership.

1 – What’s the ROI?

Just like marketing, advertising, or product purchases, technology for your business should have a high return-on-investment. If you purchase, for instance, a faster computer, will it increase your productivity to the point that it pays for itself in a short amount of time? With new social networks, will the time investment result in new leads and connections that pay off?

2 – Given that all technology has a learning curve, once you learn how to use it, will it help you operate more efficiently?

Nearly a decade ago, I spent a lot of money on Dragon: Naturally Speaking voice recognition software. “All my problems are solved!” I thought. “No more transcribing interviews!”
Wrong. The software, at that time, was so hard to “train” to recognize my voice, I wasted hours with it. I finally gave up. The learning curve was too high to make it worth my while. I’ve been told the software has improved dramatically since then, but I’m hesitant to make the leap. Lesson learned: No matter how cool a gadget is, (and what can be cooler than talking into your computer ala Star Trek?) if it’s hard to use, you won’t use it.

3 – Do you already have something that does the job equally well? Can existing equipment be modified or upgraded?

This question helps us to be not only cost-conscious, but environmentally conscious. When you replace your old tech gadget with a new one, the old one ends up somewhere. If you decide that it’s time to move on, programs like Freecycle can help you pass your old technology on to others who can still get use out of it. The Environmental Protection Agency web site lists places that either recycle or re-use old technology. www.epa.gov/osw/conserve/materials/ecycling/donate.htm

Does it work as advertised? What do the reviews say?

One of the main reasons I’m not the first on my block to own a new piece of technology is I want to make sure all the bugs are out first. Has the new equipment been around long enough to be proven reliable, durable and effective?

With my Blackberry conundrum, I’m fairly convinced on all but the first point. It would be convenient to have email access everywhere I go, but I spend enough time in the office that I’m not sure how much more productive it would make me. By managing my time better, I can certainly take care of all my social networking and Web research in my home office; will I accomplish that much more with 24/7 access to the Web?

Ultimately, I’m going to let passion rule over logic and wind up buying one simply because I want it. But I won’t fool myself into thinking it’s to make myself more productive. It was just time to treat myself to a new “toy.”

Attracting Local Business in the Digital Age

(Long Island, N.Y.) As a new homeowner, I spent the past few days phoning local contractors for estimates: hardwood floor re-finishing, painting, kitchen cabinetry… While I maintain that old-fashioned word-of-mouth is the best way, hands-down, to attract business, your Web presence says a lot about your company.

A website and listing on a site such as Superpages.com, or even here at Long Island Exchange, has all-but-replaced conventional print yellow pages ads. It was true in the past that an ad in Yellow Pages should be the bare minimum – not the sum-total – of your company’s marketing efforts. Today, we can say the same about a website.

I began my search by Googling “hardwood floor sanding.” One local company came up first in the search, but the link didn’t lead to their website. Instead, I clicked through to their exclusive page on WebBiz411, a marketing concept like SuperPages.com. Their address and phone number was included so I could call for pricing.

A listing on a site like this permits your company to achieve higher search rankings – even if you don’t have an in-house SEO expert. The only thing the company’s listing at WebBiz411 was missing was a link to the company website, where I could have browsed samples of their work, read articles about the different flooring finish options available, and even seen a picture of the company’s owner. When I did find the site, the company’s professionalism impressed me.

However, I’ve seen plenty of very good companies with very bad websites. The World Wide Web has been around since XX, and widely used since XX , but many companies still don’t get it. If prospective customers don’t call you immediately after receiving a recommendation or seeing an ad, the next thing they’re doing is checking out your website.

What does your website tell them about your company?

You don’t have to pay thousands of dollars for a “flashy” design concept. A good site should be neat, clean and easy-to-navigate. For maximum effectiveness, your company website should include the following components:

List of Services: Tell us exactly what you do, and what services we may call you for.

About your company: This is a good place to share your company philosophy, history or ideals. Use this as a place to get closer to your customers, to introduce them to the “real people” behind your company. People like doing business with people they feel like they know, so you may even want to add a photo of yourself or your employees with names and bios. This will make your company appear “friendly.”

Testimonials/Photos: You want a section to sell your work to prospective customers. You can do this with photos of your products or completed work (if applicable) or testimonials. If people came to your site through a recommendation from a friend, this may clinch the sale. If they found you in a Google search, it will give them faith in your products or services.

Phone number: You wouldn’t believe how many local contractor sites I left simply because I had to provide my e-mail address and phone number for an estimate, rather than being able to dial the phone and speak to someone. Include your phone number, placed prominently, so people can call you immediately. If you want to build your mailing list, consider doing so by offering a coupon for a 10 percent discount if visitors provide an e-mail address; don’t make me provide my e-mail address just for the privilege of giving you my business.

These tips may sound basic, but, based on my experience this past week, a lot of local business owners still don’t get it. Maybe they don’t think they need a website. Maybe their business has been doing fine for years without one.

But if you’re struggling in this economy and looking to reach the Web savvy customer, these tips will help. Also, make sure to include local keywords and tags to help people here on Long Island find you in a Google search. Your site may include all the important information and look great, but most customers never get past the first page or two of a Google search before they make their purchase decision. You should be right there for them.

MMS advertising provides an effective way to reach potential customers.

(Long Island, N.Y.) Captain Morgan brand rum extended its “Pose Off” campaign to include an MMS (multimedia messaging) component. I admit, I heard about this a few days ago, but what better day to share the news than Friday? Maybe you’ll think about it on your way to happy hour and participate in the company’s Ultimate Pose Off. And if your week was as hectic as mine, you’re desperately awaiting happy hour.

Captain Morgan consumers can now upload their photos for the contest via cell phones that permit picture messaging. Every major carrier except T-Mobile supports the program. In the past, consumers could send photos of themselves or friends striking the well-known Captain Morgan pose via email. But not everyone has email capabilities on their cell phones. The MMS component, according to representatives at TigerSpike, the New York-based digital marketing agency that designed the campaign, permits customers to act immediately, while they’re thinking of it and when it’s convenient for them.

Last year I got a great photo of a friend at a paintball game in the Captain Morgan pose. I had every intention to submit it to the Ultimate Pose Off contest, but never followed up. Had I been able to shoot the photo with my cell phone and send it off right then, my friend might be famous today. Who knows?

I’ve taken advantage of other company’s SMS campaigns. For instance, Borders Books sends coupons directly to Rewards Club members’ cell phones as text messages, rather than having to remember to print out the email.

Can SMS & MMS Campaigns Help Your Business?

Digital advertising campaigns are about more than fun and games and saving money, though. For local business owners, they represent a new way to reach out to potential customers, when it’s convenient for the customer.

Businesses like restaurants, realtors, retail shops and more can use SMS and MMS campaigns in a variety of creative ways. Local pizzerias, for instance, can collect customers’ numbers on their first visit, then send a coupon out at 5 PM on a Friday night. Sure, customers may have seen the ad in the Pennysaver, but do people take time to clip the coupons? And then do they remember they have them when it comes time to order pizza? (I’m pretty frugal, maybe more so than the average consumer, and I have a 50-5-0 shot, on any given day, of remembering a coupon.) But if I really don’t feel like cooking and I get that coupon delivered to my phone as I’m thinking “pizza or Chinese tonight?” you know where I’m heading.

A bar may send a coupon a few hours later, as people are planning to head out for the night. And once your customers are in your doors, why not make the campaign interactive? Offer an additional coupon for a return night to anyone who uses their phone to submit a photo of themselves enjoying their favorite drink. Or photos with the bartenders. Or the shot girls. You can share the photos on your venue’s website (driving traffic). You’ll also be collecting additional cell phone numbers for future promotions. The limit is your imagination but, as with any advertising campaign, engaging customers is the key.

The software to manage SMS and MMS campaigns is affordable to even small businesses. You can find shareware versions available for as little as $50. Google (or Bing!) “SMS Marketing Software” for several options.

The Best Way to Advertise?

I won’t say SMS or MMS is the be-all, end-all to digital advertising. It’s just one piece of a larger puzzle, one more way to reach customers. It can work in conjunction with your Web-based social media, radio, television and print (yes, print!) advertising to make timely and creative impressions on potential customers.

Surprising social media etiquette secrets.

(Long Island, N.Y.) I remember standing in line at Starbucks in Port Washington 8 years ago this week rolling my eyes as the customer ahead of us complained there was too much foam in her latte. Or maybe it wasn’t enough foam, come to think of it.

My co-worker and I rolled our eyes. A few days prior, close to 3,000 people died in the September 11 terrorist attack on the World Trade Center. This woman’s world was ending because her $4 coffee wasn’t prepared to her specifications?

I remember noticing in the days following September 11, people were (as a general rule) a little bit kinder, a little more patient, more polite. The woman we encountered was an anomaly, which is why it was so startling.

People “remembered” how to let other cars on the road merge into traffic, even during rush hour on the LIE. Shoppers let that harried mom behind them with only two items cut ahead in line. People opened doors, said please and thank you, treated others with kindness.

It’s appropriate, then, that September is National Courtesy Month. What better time to remember our manners than as we remember the greatest loss-of-life ever encountered on American soil?

But courtesy doesn’t begin and end in the brick-and-mortar world; it’s a crucial part of social media and online marketing. While the format and the delivery varies the basics don’t change.

I’m not talking about the obvious infractions of spammers and trolls, but the innocent faux pas most of us make from time to time. Follow these tips to use social media politely and effectively.

Know when it’s okay to sell. Could you imagine walking into your Lion’s Club meeting and announcing, “Have I got a free offer for you! Take a look at this brochure and sign up now! It’s free!” People do it online all the time – and not just spammers.

It’s okay to share information and hawk your services, but spend most of your time offering value to those who take the time to follow, friend or “link up” with you.

It’s not all about you. In fact, it’s not about you at all. There’s one on every forum and in almost everyone’s Twitter stream or Facebook feed. The person who barges into the room (virtually speaking), shares the mundane details of every second of her life, then rushes out, leaving nary a comment regarding other people’s posts or happenings. These people quickly find themselves a victim of the ignore button, leaving them to ramble all they want.

That’s the extreme case, but we all do this occasionally—maybe we have big, exciting news to share, or we’re in a hurry one morning. Just like at a real-life cocktail party, make sure you listen more than you talk on social media platforms. People will begin seeking you out.

In the absence of head nods and friendly filler, how do you show you’re listening? Comment on other people’s posts, comments and links.

Put a face to the name. People like to do business with people they know. Put a face to your name by including a nice, friendly picture of yourself in your profile.

Use a gimmick to spark conversations. Real-life networking experts suggest wearing a “conversation piece” to business and social gatherings – an interesting tie, a brooch, anything that invites people to comment. My standard bio pic shows me holding one of my cats. Many people have commented about the picture, opening the door to one-on-one conversation. Do you have an interesting hobby? A trademark hat, tie or other piece of clothing that is uniquely “You?” Include it in photos.

Also, look for conversation pieces on other people as an easy way to make a connection. You can also open a conversation with someone by making a personal comment (which requires a response) about a blog post, too.

Don’t be a “friendly stalker.” Cyber-stalking is a serious threat. If you are a victim, report it to Wired Safety (http://www.wiredsafety.com). I’m not talking about that, though.

Even completely sane people may inadvertently begin to “chase” someone they admire or would like to do business with. They show up everywhere their cyber-crush posts or visits, acting as a virtual “yes-man” in hopes of getting noticed.

Maybe you’ve fallen victim to this type of “harmless” stalking, or even done it yourself without realizing it. If there’s a person you admire or someone you feel is a perfect fit for your product or service, be straightforward. Start a conversation. That’s what social networking is about, after all – building relationships.

Did You “Unplug” for Labor Day?

This Labor Day weekend, we had a “situation” related to the house we’re buying. We had to reach the real estate agent on Sunday afternoon – smack-dab in the middle of the three-day weekend. Never expecting to reach her, I left a message on her cell. I got a call back less than 10 minutes later and told her we needed to get inside the house to do some work the bank required prior to closing.

She replied, “Are you free later this evening? I’d come out right now with the key, but I’m out on our boat in the middle of the bay.”

Meeting up with her that evening gave us plenty of time to finish our project on Monday, but I can’t imagine what we would have done if she hadn’t answered her phone, or had been unavailable all weekend.

I believe in the phrase, “Lack of planning on your part does not constitute an emergency on my part.” Our need to reach the agent was, at least in part, due to our own lack of foresight. But when your business thrives on keeping clients happy – clients whose schedules may not synch up with yours – this may not be a reasonable philosophy.

I have one client who, once a month, needs me on call to turn around copyedited articles within 24 hours for a magazine on deadline. I don’t dream of “unplugging” during that week; I’m never more than 12 hours away from my email.

Of course, some doctors, firefighters, and other professionals stay in touch 24/7, but what if your business doesn’t involve saving lives? Our situation with the house wasn’t “live or die,” but we’ve already been in contract three months and a lot of money is at stake if we don’t close soon.

Staying constantly connected with your customers provide real benefits – to you and them. My real estate agent completely won me over by being there when I needed her. We were happy with the service before, but being available on Sunday afternoon, in the middle of Labor Day weekend, ranks her “above and beyond.” In today’s economy, that level of service may be exactly what a business owner needs.

But what if you’re “always on?” Some professionals tweet in the middle of dinner, answer emails from the sidelines of their kid’s soccer game, change their Facebook status during family gatherings. Is this necessary?

As much as Blackberries, iPhones and social networks bring in new leads, keep you connected with existing clients and permit people to virtually work from anywhere, it also makes the distinction between work and home life less visible.

The balance lies in responding to customers quickly, evaluating the situation, and deciding if it needs immediate attention – all while making your customers feel valued and important.

Set aside time: Whether you’re celebrating a three-day weekend or a longer vacation, set aside specific time to check your email, voice mails and social networks. You can use 30 minutes to an hour in the morning before your family wakes up. Skim your email for emergencies that need attention three times a day, just before meals. Or peek at it for a few minutes each hour that way emails don’t build up. Resist the urge to respond to anything that is not urgent.

Keep tweetin’: Throughout the day, send a few tweets; this shows your customers a more personal side of you and allows you to share information about your hobbies, which may help forge stronger connections through common interests. It also keeps you in people’s eyes, even during the holidays. (Yes, other people are social networking, too!) Three tweets during the day – one before each meal – should be enough to let people know, “Yes, I’m around.”

Make it clear you’re reachable. My real estate agent continuously reminds me her cell phone is always on and she’s always available. When she doesn’t answer, she returns the call within minutes. Give people a means to reach you if they need to… even if it’s the phone number for an assistant who screens your calls.

Multiple lines. A colleague of mine, a life and business development coach, has three cell phone lines: one for regular use, one for emergencies, and one for “true” emergencies (only family and close friends have the third number, which has a siren as a ring.) When she answers her “public” emergency line, she immediately asks if it’s an emergency. Many times, the answer is, “Not really.” Her clients have the peace of mind of knowing they can reach her, and she can quickly gauge the importance of the call and decide how to proceed.

Sometimes even the most successful business owner needs a day or two to recharge his batteries. Every so often, it’s nice to leave your business in the hands of a trustworthy assistant, turn off the cell phone, emails and social networks, and simply enjoy time with your family.

Did you stay plugged in during Labor Day weekend?