Category Archives: linkedin

Bowling for Business: How Not to Suck at Social Media

Take steps so you won't be a social media spoil-sport.

This column first appeared on RIMOFTHEWORLD.net on September 27, 2010 and in the Biz Press on September 30, 2010.

For reasons I will never be able to explain, in seventh grade, I joined the girls’ basketball team. I was just 5′ 2″ and about as athletic as an armchair. But, all the same, I woke up every morning while it was still dark and walked to Goddard Junior High School to stumble through drills and miss free throws. Although I sat on his bench the entire season, the head coach never learned my name. In fact, he even called me Jackie at our end-of-the-year banquet. Looking back, I wonder why my parents didn’t tell me I sucked. Didn’t they realize it is sometimes necessary to be Cruel to be Kind?

The same is true of social media. So please allow a departure from my regular column format this week. At risk of offending, I would like to share tips intended to keep you from missing the mark in your efforts to engage in social media.

Top Five Mistakes to Avoid in Social Media

1. Don’t ask connections to write you a recommendation on LinkedIn.

Sure, the option is there: “Can you endorse me?” But there is also a poke button on Facebook. That doesn’t mean you should use it. Instead of fishing for referrals, why not proactively write unsolicited recommendations for your own connections, thereby guilting the recipients into returning the favor? Once they see your glowing review, they will likely respond in kind.

2. Don’t tweet about what you’re eating.

If you aspire to leverage social media for business, eliminate the mundane. When it comes to your meals, unless you’re dining with Anthony Bourdain or ARE Anthony Bourdain and you’re trying deep fried monkey toes (eaten off the bone), your menu probably isn’t worthy of a post. That’s not to say it isn’t relevant to tweet or post about a good restaurant, an interesting dish or a great recipe. But, “had meatloaf again” doesn’t cut the mustard.

3. Don’t complain about your job, your boss or your relationships.

You might have had a rough day. But unless you want to be Debbie Downer, get over yourself. Using social media websites to complain is not only in poor taste but it can actually cost you your job. The now infamous Cisco Fatty incident is a cautionary tale about loose online lips sinking ships. A 22-year-old at UC, Berkeley, tweeted:

Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

A Cisco employee saw the post and responded with his own tweet:

Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the Web.

To keep yourself in check, assume everyone you know is parked in front of their computers reading your status updates and Tweets in real time. They probably are.

4. Don’t use your social media accounts to SPAM.

Does anyone really think that a constant stream of impersonal tweets that address half a dozen Twitterati saying, “Hey, you, check out this product,” will really attract anyone who cares? Have you ever read such an ad and clicked through to buy the product?

Abusing social media channels is as offensive as spamming email inboxes. At the risk of being redundant, let me remind you that social media is about engagement. You need to interact and react instead of blasting your message. Pay attention to what others in your network are saying. Be part of the community that cares enough to share. The most important thing to remember is that social media engagement takes time, just like building relationships in the real world.

5. Don’t be a lurker. Vote for your social media pet peeve.

This column was never meant to be a one-way conversation. So I would love to take the opportunity to invite you to participate in the discussion by suggesting point number five for this article. Please comment with your own social media horror stories. I would love to hear from you. What irritates you the most about social media?

Come on. You can do it. How else will we figure out how not to suck?

Until next time, I’ll be Bowling for Business.

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Bowling for Business: Set Yourself Aside

Consider your target market's perspective.

This column first appeared on RIMOFTHEWORLD.net on August 30, 2010 and on the Business Press on September 1, 2010 and the Press Enterprise on September 4, 2010.

It was a bonehead move for my counselors at Summer Fun Day Camp to take a van full of impressionable seven and eight-year-old kids to see the 1971 Vincent Price horror movie, The Abominable Dr. Phibes. Filling my nightmares for years, the film featured a disfigured physician methodically killing the surgeons who had failed to save his wife following a car accident.

One scene in particular sent me repeatedly running to my parents’ room in tears. Dr. Phibes juiced Brussels sprouts and drilled a hole through the ceiling above his victim’s bed so he could pour liquefied vegetables all over her body. Then, he sent a swarm of hungry locusts to crawl down a tube, where they devoured her entire body.

I recently purchased the movie so I could face my fears some 40 years later. Instead of a hideously scary, realistic portrait of terror, as I had recalled, my second viewing revealed a hokey, campy farce. The Brussels sprout scene, in particular, is absurd. The locusts ate all but a cheesy plastic skeleton and her entire head of hair. It was all so preposterous that, as an adult, I couldn’t help but laugh out loud.

It all boils down to perception. Teenage counselors probably didn’t realize the movie choice would freak out their campers. To select more suitable fare, they should have looked at the field trip from our perspective. This is a concept I share with clients, who often choose advertising campaigns based on their own opinions and experiences instead of the needs, ideas and prejudices shared by potential clients and/or donors.

“I like this kind of advertising. So I’m sure my clients will like it, too,” explained one Mountain Marketing Group client.

“That’s fine,” I told him. “But let me ask you something. If you didn’t own the company, would you be in your own target market? Is this a product that you would buy?”

“Well, I have an iPod.”

“Yes. You have an iPod. But is your best customer a middle-aged white male who will buy one or two sets of headphones in his lifetime, or is it someone else?”

“I’m not selling to the end consumer. I’m selling to wholesalers who buy in bulk. And most of the buyers are girls in their 20s and 30s.”

It was then that he had his aha moment, realizing that the methods that persuade him may not be the same as strategies designed specifically to reach potential customers in his target market. A typical entrepreneur, intimately involved in every step of the business, from conceptualization to manufacturing to marketing, Rick found it difficult to set aside his own frame of reference. But once he agreed to do so, we were able to launch an effective social media campaign that catered to his customers instead of to him. And you can do it, too.

For Free—

To gain fresh perspective, ask for outside input. You can do this even if you run a one-man (or one-woman) show. Just make sure you ask the opinions of people who fit your Ideal Client Profile (ICP).

In The E-myth Revisited, Michael Gerber says business owners are often too close to their own enterprises to accurately identify the best overall picture of their own ideal clients. So make sure you ask around. It might take some detective work. And bear in mind that it’s entirely possible your current customer list does not yet include your ideal client.

On a Limited Budget—

When funds are tight, take advantage of books on tape, DVDs and webinars, which provide ready access to the best business and marketing minds in the world. Here are a few authors I recommend:

Ken Blanchard: The One-Minute Entrepreneur

Seth Godin: Free Prize Inside

Guy Kawasaki: The Art of the Start

The Sky’s the Limit—

With effective market research, you can determine the need for your service, a product’s likelihood to sell, target-market demographics, and desirable storefront locations. There are numerous ways to uncover this information—from online research to focus groups to counting customers. When money is no object, the most effective method for determining and catering to your ideal client is to hire a market research firm to compile data and prepare a report.

Here are a few options:

Market Research.com claims they have the best research offerings and expertise to make sure you get the right report every time. They do.

Vizu offers a full suite of customer-focused online market research survey solutions.

Polldaddy—software for data collection, which is more affordable than hiring a market research firm to handle everything for you. Polldaddy gives you the ability to collect data about virtually everything, from how to promote your product or service to evaluating age-appropriate entertainment options for skittish seven-year-old campers.

Until next time, I’ll be Bowling for Business.

Bowling for Business: How to Succeed in Business by Really Trying

Why networking is a "no-brainer."

This column first appeared on RIMOFTHEWORLD.net on September 13, 2010 and in the Biz Press on September 15, 2010.

At 18, I didn’t understand the subtleties of the musical How to Succeed in Business without Really Trying. So I unsuccessfully lobbied our director to produce the far more popular and ever racier show, Grease. As a senior in high school, I related more to the naïve, love-struck Sandy than to the part I begrudgingly landed… matronly secretary Miss Jones. Ironically, I now realize I should have taken notes from my role.

In the climatic show-stopping scene, Brotherhood of Man, lead characters J. Pierrepont Finch and Miss Jones sing about the common business practice of networking by joining groups like the Elks and Shriners. If “How to Succeed” were written today, the lyrics would likely also include references to social networking websites such as Facebook, LinkedIn and Twitter.

In the two and a half years that I have owned my own advertising agency, I’ve learned one indisputable fact: If you want to succeed in business, YOU HAVE TO TRY. My take on the best use of your time and talent might come as a surprise. As a marketing professional, of course I believe in the power of a well-conceived advertising and public relations’ campaign. But, when it comes to business success, in the real world as well as cyberspace, there is no substitute for networking.

By networking, I mean more than attending mixers or posting status updates on Facebook. Real networking involves investing yourself in the lives of those around you. Only this kind of venture will produce dividends in business as well as life. But don’t take it from me. Some of the best business minds in the world agree:

Jeffrey Gitomer:

How important is networking? If you’re trying to be successful, it’s the difference between mediocre and big.

Dale Carnegie:

You can be more successful in two months by becoming really interested in other people’s success than you can in two years by trying to get other people interested in your own success.

Keith Ferrazzi:

You don’t just network when you need it. You don’t network just to get something from someone. The goal is not to get from others. It is to give.

Dr. Ivan Misner:

Networking minus follow-through equals a waste of time.

If you are ready to raise the stakes with your business—to really try to succeed—get started networking today. Here are a few budget-friendly ideas to get you started creating and contributing to communities, in the real world and online.

For Free—

Check out Free Networking International, which provides information about networking opportunities across the globe. But this organization heavily promotes a $40 course to teach you how to network. So you might be better off heading to the park and striking up a conversation with strangers.

Though some have tried charging for access to community websites in Cyberspace, the best the Internet has to offer is still available to everyone for free. So if budget is a concern, take advantage of Facebook, LinkedIn and Twitter, which allow you to fan, friend and follow folks who share your interests, goals and religious or political leanings. And when you join communities, do so as a thoughtful collaborator instead of as a bombastic broadcaster.

 

On a Limited Budget—

Hire someone to establish and maintain your social networking accounts so you can use your time to attend events in the real world. Make sure you are a fixture at chamber of commerce mixers, community events and networking get-togethers. One group I recommend is BNI, which is the largest business networking organization in the world, offering members the opportunity to share ideas, contacts and business referrals on a weekly basis.

 

The Sky’s the Limit—

Don’t just attend networking events. Sponsor them. Take a cue from the Business Press, which hosts the annual Inland Empire’s Largest Mixer as a service to the local business community. This year’s effort is especially intriguing as reporters will conduct and record brief interviews with interested business men and women and provide participants with a flash drive for upload to their websites. By taking an active interest in and providing for the needs of their target market, the BP is building a network that would even make J. Pierrepont Finch and Miss Jones proud.

Until next time, I’ll be Bowling for Business.

Bowling for Business: The Trouble with Trifle

In baking and marketing, be careful with substitutes.

This column first appeared on RimoftheWorld.net on December 28, 2009.

By Kathy Bowling

Several years ago, my daughter, Lauren, and I followed the Food Network Paula Deen’s recipe for Gingerbread Pumpkin Trifle for a holiday get-together. Not only was the delicacy beautiful, but it was well-received by our Christmas guests. So, this year, foolishly, I decided to try to recapture the magic of that festive dessert.

To prepare, I sent my husband on a mission to fill a laundry list of ingredients. Despite the fact he had to go to three different stores to find Cardamom, he victoriously returned with paper grocery bags filled with $7,000 worth of cake mix, Cool Whip and vanilla pudding. After baking, cooling, mixing and layering, Lauren and I were sure that this year’s Christmas treat would rival our best efforts.

And that might have been true, if only the trifle had been edible.

It turns out that there is an important difference between pumpkin pie filling and canned pumpkin. While pie filling is yummy, full-bodied and sweet, pumpkin is nasty, runny and bitter. In fact, it turns out that, unadulterated, the resemblance between canned pumpkin and primate excrement is more than just visual. And as I scooped the entire contents of the crystal serving bowl into my aunt’s trash can on Christmas night, I vowed never to repeat the mistake of confusing canned pumpkin contents.

In baking and in business, small substitutions can lead to big mistakes. So, as we close the book on 2009 and strategize about how to succeed in 2010, I would like to take this opportunity to point out the three tools for which you should accept no substitutes.

Marketing Tools for 2010

1. Electronic Communication

If you’ve put off building or upgrading your website, make 2010 the year that you join the 21st century by investing in an easy-to-navigate, direct response Content Management System website. Unlike pricey printed materials that become outdated as soon as they roll off of the press, a CMS site is exceedingly cost effective for sharing your message in real time. And since 74% of people who live in the United States use the Internet prior to making any type of purchase, making the most of Cyberspace will keep your company connected and current.

Even if, until now, you’ve somehow managed to escape the inevitability of carrying around a Smart Phone, 2010 is the year of the PDA. Readily accessible and affordable, this tool will keep you constantly connected to the office, like it or not. Although you might be trying to buck the trend, your competitors’ availability in a downed economy will give them a leg up on anyone who irrationally tries to maintain a distinction between work and family life. Now that you can buy one for less than $100, it’s time to make the jump to a hand-held.

2. Public Relations

It would be impossible to talk about marketing in 2010 without referencing social media. However, despite the fact that most businessmen and women are desperate to turn it into a direct marketing tool, in truth, most professionals agree that social media belongs to public relations.

As noted by pundit Brian Solis, “(Social media is owned) by your customers and influencers (who) own and define it. And, without guidance or participation, they steer the impression and perception of your brand.” So, by all means, use social media. But put down the bullhorn you’ve been using to blast your message and, instead, join the conversation. If you use social media networking sites to provide valuable content to your target market, you will gain trust and, ultimately, improve the bottom line.

3. Networking

Although there are countless ways to network, in Cyberspace, arguably the most important professional networking tool is LinkedIn. Although developers of other free sites like Plaxo and Xing try to pretend to offer the visibility and benefits of LinkedIn, to date, there is no other professional social media website that offers the ease of use, search engine optimization and networking afforded by LinkedIn, which launched out of the living room of co-founder Reid Hoffman in the fall of 2002. According to Nielsen Research, LinkedIn has grown a whopping 319 percent since 2007. More importantly, LinkedIn is where the influencers are. The largest percentage of users boast six-figure incomes, are college graduates and have portfolios valued above $250,000.
In the weeks ahead, we’ll examine other business essentials. But, in the meantime, implement the above, being careful to avoid substitutes, and your professional life might be a trifle better than the rest. Happy New Year! Until next week, I’ll be Bowling for Business.

Bowling for Business: Lurk Alive

man at a desk

Are you and Internet Lurker?

by Kathy Bowling

This column first appeared on RimoftheWorld.net on October 12, 2009.

Our house is such a cluttered mess, walking from the living room to the kitchen is like navigating landmines on the Mekong Delta. Between the dog toys, shoes, old homework papers and abandoned board games strewn across the floor, I’m lucky if I make it out the front door without spraining an ankle.

I can relate to the mother from the comic strip, Family Circus. Whenever something spills or breaks, she asks the kids who is responsible. The answer is always the same, “Not me!” And, in the distance, a little gremlin named “Not Me” flees the scene. Apparently, he heads for my house. Because anytime we ask our girls who left a bowl of cereal and congealed milk on the coffee table, they refer to him.

But the actual reason for the mess is that my home is filled with passive consumers instead of active contributors. Our kids just don’t consider it their responsibility to help with the running of our household. Many people on the Internet share our daughters’ passive attitudes. Read, research, rinse and repeat. While this tactic might work for hobbyists, when it comes to business, you need to take an active approach.

And according to Internet statistics’ pundit Jakob Nielsen, the door for action is wide open. In his heavily-trafficked online Alertbox, Neilsen says, “In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action.”

So where do you fall? Are you a dynamic contributor or a passive lurker? Wikipedia defines an Internet Lurker as a person who reads discussions on a message board, newsgroup, chat room, file sharing or other interactive system, but rarely or never participates actively.

In case you’re still unsure of your status, here’s a little quiz to help you figure it out.

Are You a Lurker?

1. If you read blogs but never post comments, you might be a lurker.

2. If you join chat rooms just to follow other peoples’ conversations, you might be a lurker.

3. If you sign up for newsgroups but never add to article threads, you might be a lurker.

4. If you have no need for your keyboard while you’re surfing the Net, you might be a lurker.

5. If you didn’t realize you are allowed to comment on blog posts, in chat rooms and in news groups, you might be a lurker.

If you answered yes to any of the above questions, the good news is there is hope. The verb to “de-lurk” also appears in Wikipedia. De-lurk is defined as taking initiative to start contributing actively to a community having been a lurker previously. (And I’m not making this stuff up.)

So how can you turn the tide and de-lurk? Web 2.0 is all about conversation. Contributors add to the discussion by setting up and regularly posting to their own blogs. Critics respond to other peoples’ blogs, adding comments to discussion threads on social networks, and replying to online conversations.

Josh Bernoff, of Forrester Research, and one of the authors of groundswell, defines the groups, as follows:

  • 21% of online US consumers are Creators
  • 37% are Critics (those who react to content created by others)
  • 69% are Spectators.

My ad agency, Mountain Marketing Group, has discovered a similar phenomenon among our church and para-church clients. In many charitable organizations, 20% of the people do 80% of the work. So, when it comes to influencing decisions, who do you suppose has the most say? According to ICWM.net, the short answer is that the power belongs to the movers and the shakers.

Since so few people on the Internet create original content, consider the opportunity to shape the business or non-profit landscape if you have the courage to get off the bench. If you’re game, here are some simple steps to take you from lurker/spectator to industry thought-leader.

  1. Comment on this article thread. I’d be honored to be your first.
  2. Do a search on Technorati for blog-posts that are relative to your areas of interest and expertise. Read and comment on any that strike a chord.
  3. If you have not done so already, set up a free blog. For tips on how to create a blog, check out the Bowling for Business post.
  4. Once you’re on the map, set up a free account that will help you check out Internet conversations in real time, so you can comment at will. One well-known site for this type of monitoring is FriendFeed. Another, relatively new but highly intuitive way to do so is with backtype, which creators describe as “a real-time conversational search to surface what reputable people are saying about topics and web pages that interest you.”

Following these steps will establish your company or organization a leader in the field. All you have to do is lurk alive.

Until next week, I’ll be Bowling for Business.

Bowling for Business: Everything but the Kitchen Link

Full Spectrum Unity Holding Hands

The Top 10 Steps to Use LinkedIn for Business

This column first appeared on RIMOFTHEWORLD.net on 10-05-09

I’m often on the Internet for work. Really…it’s for work. So it isn’t my fault that I was so engrossed in posting to social media accounts last week that I failed to wake up my 13-year-old daughter for school. At least that’s my story. And I’m sticking to it.

Unfortunately, the argument didn’t hold much weight when Kaitlin bounded up the stairs at 9:30 with both barrels loaded, screaming, “Mom, what are you doing? Did you forget about me? You made me miss the bus.”

And then the bombshell, “Are you playing on your computer again?”

Now, admittedly, I spend a lot of time on my laptop. And when I’m not on it, I’m usually developing arthritic cramps in my fingers by typing on my tiny Crackberry keyboard. But there’s a reason for my obsession. Like most boutique advertising and public relations agencies, our firm is all about communication. We help people connect with current and potential customers and business associates by linking them with tools of the trade such as brochures, fliers, press releases and websites.

But my favorite method for communication is social media. I look forward to updating and reading posts and checking out photo uploads from friends on sites like Facebook, Twitter and Flickr. And, when it comes to business, it’s all about LinkedIn.

“What is it you do all day on the computer, anyway?” Kaitlin continued her somewhat justifiable tirade, while looking over my shoulder, “Are you on MySpace?”

“No. This is for professionals. It’s called LinkedIn,” I countered.

“Looks like MySpace to me,” she said. “Photos, groups, comments…”

“Well, it’s not for teenagers. Most of the people on LinkedIn are 40 years old and have household incomes of more than $100,000 a year,” I explained. “Besides, look at the pictures. People are wearing suits. Their posts are boring. And very few of them are smiling.”

“True,” she admitted. “So it’s sort of like MySpace for old people.”

To end the argument, I relented, “Exactly.”

But, in reality, there is a lot more to LinkedIn than my daughter’s rudimentary assessment. Launched in May, 2007, the site is the largest professional network in the world, with 25 million members representing 150 industries.

According to Krista Canfield, public relations manager for LinkedIn, “Basically what LinkedIn does is [to] help professionals accelerate their success.”

Consider this assessment of the site by the folks who brought us the Social Media Bible, “Anytime there is a tool that millions of people in one place at one time all with common interests are clamoring to use, you, as a businessperson, need to understand and take part of it.”

But where do you begin?

The Top 10 Things You Should be doing on LinkedIn

  1. Create a profile. Like other networking sites, LinkedIn has a user-friendly platform. So you don’t have to be a computer prodigy to follow the step-by-step tutorial in order to set up your free account. Just login to LinkedIn and get started.
  2. Complete your profile. Incomplete profiles send the wrong message. Make sure you list current and previous employment, education, honors and awards, even if you are not looking for a job.
  3. Invite friends and associates. LinkedIn is all about connections. Remember the classic Faberge Organic Shampoo commercial where Heather Locklear (yes, it was her) asked us to tell two friends about our shampoo so they would tell two friends…and so on, and so on? With LinkedIn, you will be able to connect with “first-tier” associates as well as connections’ connections, and so on, and so on…
  4. Seek Introductions. People debate the ideal number of connections. Some say that a list of more than 100 is too difficult to manage while others argue the more, the better. While the jury is still out, according to noted author and social media guru, Guy Kawasaki, “People with more than 20 connections are 34 times more likely to be approached with a job opportunity than people with less than five.”
  5. Write Recommendations. Take a few minutes to recommend your colleagues. When you post your referral, LinkedIn will send it for approval, asking the person you recommended to write a recommendation for you. This is worth the investment because, as I’ve learned from my membership in the SBBE chapter of BNI, the largest networking group in the real world, givers always gain.
  6. Join groups. Whatever your expertise or interest, a LinkedIn group exists. And you can join up to 50 of them. I recommend you connect with a couple of key professional groups as well as alumni groups, both from college as well as high school, as well as past companies. When your membership is approved, you get to display the group logo on your profile. How cool is that?
  7. Invite group members to join your network. Once you’re admitted to a new group, seek out strategic connections inside that group.
  8. Micro-blog. Called “Status Updates,” LinkedIn allows for short posts. Most people learned, early on, not to use this feature to report their breakfast menu. Instead, use it to provide industry info and relevant links. Posting once or twice a day is generally considered polite etiquette in LinkedIn Land.
  9. Look for a job, a sale or a partnership. According to communications guru Guy Kawasaki, “Most people use LinkedIn to “get to someone” in order to sell their product or service, form a partnership, or land a job.
  10. Participate in discussions. Follow group discussions. This is your chance to share your two cents and to learn from others. You can also take advantage of your connections by asking for advice.

So, on my next status update, I’m going to pose a question, “Where is the best place to buy an alarm clock for a sleepy teenager?”

Until next week, I’ll be Bowling for Business.

Bowling for Business: Getting My Tweet Wet

This column first appeared on 9-21-09 at RIMOFTHEWORLD.net

Twitter bird announceWhen it comes to games of chance, I’ve never been particularly lucky. In fact, I can probably count the number of times I’ve won contests on one hand. So it isn’t difficult recalling the win that meant the most.

I was just five years old. My favorite television show was a local children’s program called Noel & Andy. Noel was a talented artist; Andy, her puppet counterpart.

I got up early every weekday morning to watch Noel & Andy because, as a kindergartner, my social calendar was pretty light. What’s more, this was long before the days of cable or satellite. Thus, there were only four shows to choose from at any given time.

So I was eager to enter a contest to win an invitation to Andy’s televised birthday party. The morning Noel randomly chose my entry, I ran to the kitchen to tell my mom the great news. In my world, Noel & Andy were bona fide stars. This was the big time.

The day of the taping, I was anxious to meet my television idols. But I never got the opportunity. Twenty other lucky Denver-area schoolchildren and I met the producers, who led us into an empty studio. They told us to have fun, eat cake, and smile at the cameras. Noel & Andy couldn’t be there, they explained. But they would want us to celebrate. Then, they turned us loose. The result was cacophony.

When the birthday party aired, it looked like a scene out of Plant of the Apes. Unlimited sugar and lack of supervision had turned otherwise mild-mannered five-year-old kids into an angry mob. At one point, I was standing on a table, singing and waving at the camera.

To this day, I’ll never understand why Andy didn’t attend his own birthday party. But the event reminds me of my journey on Twitter…full of promise, chaos, and opportunities to rub shoulders with important people and puppets.

Twitter Promise

I first heard about Twitter at a seminar sponsored by the Inland Empire Chapter of the Public Relations Society of America. Speakers Brian Solis and Sally Falkow, recognized thought-leaders in my field, invited us to follow their tweets. It sounded exclusive and, admittedly, a bit odd.

But I was curious. Imagine having access to valuable industry tidbits, in real time?  With this kind of connection, we wouldn’t have to wait for the next professional development luncheon for inside information.

So, like many of my peers, I rushed back to the office to boot up my computer and join the conversation. Mind you, this was before resources like The TwitterBook and TwitterPower hit the market. So I didn’t know that it is better to set up an account with your actual name instead of a pseudonym. That’s why you won’t find my tweets if you do a search for Kathy Bowling.

Twitter Chaos

As @bowlingirl, I searched for @briansolis and @sallyfalkow and followed them. But I didn’t know what I was doing. Millions of disorganized people seemed to be yelling into the Twittersphere, much like my wild Noel & Andy party-going friends. One user posed a question,

“How can I syndicate my blog?”

But instead of an answer appearing next, random, un-related comments streamed by.

“I hate Wednesday mornings. Hump day should be abolished.”

“State politics blocks budget. It is playground politics.”

“We cannot do great things – only small things with great love- Mother Teresa.”

I couldn’t, for the life of me, figure out what was going on.

This is Wikipedia’s definition,

Twitter is a free social networking and micro-blogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Users can send and receive tweets via the Twitter website or external applications.

In other words, Twitter is controlled chaos. It’s a place for people to share their philosophies, sell their wares, deliver news, develop a fan base, and converse…all at the same time.

Twitter Opportunities

At Mountain Marketing Group, we encourage our PR clients to dive right in by setting up a free Twitter account. The next thing we advise is that they take time to listen. In the same way you wouldn’t walk up to a group of people who are chatting and interrupt them all by loudly announcing that you want them to buy your product, it is not considered polite to tweet first and listen, later.

As noted by one of the most influential Tweeps today, @joelcomm,

“Twitter is a two-way communication tool—and that’s very important.”

In his book, twitter power, he observes,

“Twitter provides instant access to smart people 24/7.”

By listening and getting a feel for the flow, you will understand what, if anything, you have to contribute. In this age where Internet users actively search for the information they want instead of being force-fed (pull instead of push-technology), providing valuable content is tantamount to establishing a credible voice in Cyberspace. You can’t play if you don’t bring anything to the game.

After you observe, find people to follow who have something to offer. I follow PR and marketing influencers like @mashable and @chrisbrogan so I can distill relevant information to share it with my friends, family and clients with a direct quote, retweet or link. Evangelizing is something I’ve done my entire career. But now, I am able to share what I learn with a wider audience.

Joining the conversation on Twitter has broadened my horizons, which makes me more valuable to my target market. More importantly, by underlining the biblical instruction to be quick to hear and slow to speak, it has made me a better person. And that’s the best win of all.

Until next week, I’ll be Bowling for Business.

Bowling for Business: The Internet Imperative

Using the Internet to Advertise is Imperative

This column first appeared on RimoftheWorld.net on August 31, 2009

My first experience as an entrepreneur dates back to 1974, when my best friend, Lori, and I opened a lemonade stand. Typical, I know. But our approach was not. You see; we lived on a pretty quiet street in Englewood, Colorado. After our first two days in business, we realized that the only regular traffic was the mailman and my father.

Not content to wait for customers to come to us, on day three, Lori and I took a more aggressive approach. We decided to sell lemonade door-to-door. You might be surprised at the relative success of our new strategy. Since this was 35 years ago, admittedly a much simpler time, not only did most people answer the door and take pity on us by forking over 10 cents a glass, most of them probably actually drank the beverages they purchased.

Ever since, I’ve been a staunch proponent for assertively pursuing market share. I guess that’s why I went into advertising. It’s also probably the reason I was so quick to jump on the Internet bandwagon. No matter whether Al Gore helped invent it or not, I believe Cyberspace to be the single most important invention for business since the coffee break.

While it was once necessary to set up a physical shop in order to be taken seriously in business, the “must have for business” in 2009 is an Internet presence. Not yet convinced? Consider the following:

According to the World Internet Usage Statistics website—

  • 251,735,500 Americans (73.9% of the population) have access to the Internet.

According to a report released by Nielsen Research

  • Among Internet users in the United States, 94% have shopped online.
  • Globally, 875 million people have made at least one online purchase.
  • Two-thirds of the world Internet population participates in social networking or blogging sites.

According to an article posted in the April 2009 issue of NZ Business—

  • Today more than two thirds of new business enquiries begin online.

Remarkably, at our Lake Arrowhead marketing and public relations’ agency, Mountain Marketing Group, we still spend a considerable amount of time trying to convince our clients that their business success is closely tied to the presence they allow us to help them establish online. And Lake Arrowhead is no Mayberry RFD.

I think the reluctance to embark on an Internet marketing campaign is tied to fear.

  • Several wonder about the potential Return on Investment.
  • Some worry that they will lose touch with their existing customer-base if they start courting buyers online.
  • Many are intimidated by the sheer number of electronic advertising and social networking platforms that are available.
  • A few are still waiting, maybe even hoping, that the Internet craze will pass.

With this column, I hope to alleviate these fears by shedding light on how easy, effective, and necessary it is for business owners and non-profit directors to get busy online. Not just for beginners, we’ll also highlight industry tips and trends designed to improve Internet performance for seasoned Internet pros.

This week, let me assure you that, like it or not, the Internet is here to stay. So why not embrace it? Learn about it? Exploit it? If the thought of setting up your own website is daunting, consider taking advantage of the plethora of free platforms waiting for you to enter a unique username and password. Even if you’ve hosted your own interactive website for years, these sites offer valuable back link opportunities, which drive Search Engine Optimization. We’ll cover back links and SEO in the weeks ahead.

Far less time-consuming to create than an original website or even a blog, these free directory listings help define your organization’s online persona because they are credible, established accounts. So even new businesses and non-profits included on them are immune from what’s known as the Google Sandbox, an otherwise unavoidable waiting period every new site must endure before Meta Crawlers recognize their existence on the Internet.

There are dozens of available free, directory sites. But these are the ones I recommend:

Google Directory

MerchantCircle

Rim of the World

Wikipedia AboutUs.org

Yellow Pages.com

Invest a little time online today to list your company, business service or non-profit in the free directories, above. As some unaccredited author once wrote, “A journey of a thousand sites begins with a single click.”

Until next week, I’ll be Bowling for Business