Larry BraunerIn case you haven’t heard, “Friend Connect will be retired March 1, 2012,” says Google. This is not pleasant news for those websites that have sizable Google Friend Connect communities and whose community members have opted to receive newsletters from the site.

Google recommends that you join Google+ and invite your community to join with you in order to keep in touch. Compared to Google Friend Connect, Google+ is a rather lame tool for staying in touch. Google Friend Connect newsletters permitted direct community contact.

Google Ploy

Google+Google+ got off to a great start but seems to have lost much of its original momentum and engagement. Google probably hopes to give Google+ a shot in the arm by terminating Google Friend Connect and redirecting members.

If you have a community and wish to stay in touch, here are two approaches for creating email lists, are better than merely joining Google+ as Google advises.

If you have a small budget for an email contact list, I can use Aweber or Green Wave Email Marketing. I’m using both of them. Once you’re set up, ask your community to subscribe to your newsletter.

For a free email list, you can create your own group on a Ning social networking site, such as my Small Business Network. You will be able to email group members and to network with each other.

Invitation

I invite you to subscribe to this Online Social Networking blog and to join Small Business Network, so that we can stay in touch with each other. I’m also on Google+, Facebook , LinkedIn and Twitter.

I love to network, and I’m very accessible. :-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.
Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share


Tags: , , , , , , , ,

Larry BraunerI stated in How to Benefit from the New Facebook Groups that “you don’t need to lead a group in order to benefit from it.” In other words, there is value in joining other people’s Facebook groups. That value can be enormous, as I’ll explain.

Facebook Group Members Become Followers

FacebookEvery new Facebook group has members who follow that group and all of its conversations by means of the Facebook notification system. Not every member will monitor or engage in discussions, but some will. Therefore, each time you become a member of one of the new Facebook groups, you acquire potential new followers.

For each subject that interests you, join as many relevant new Facebook groups as you can find using the Facebook search function. Once you’ve joined the group and can browse its discussions, if you find that they’re in a language you don’t understand, or that the group is overrun by spammers, leave the group.

Examine the list of new Facebook groups to which I belong. You’ll find that they fall into a many categories, and that most categories contain more than one group. I suggest that you follow a similar approach, and if you wish to join some of the same groups as I, don’t hesitate.

Here are three very important points:

  1. Don’t use the new Facebook groups merely to push out your own content, since that’s spam. Group members will see through your approach and ignore you. Not only that, the group moderator might even reprimand you or expel you from the group.
  2. Share content with each Facebook group that’s relevant to that group. Group members will appreciate you, enjoy your participation and become genuine followers.
  3. Don’t just post. “Like” other people’s posts too and comment on them when appropriate.

As I browse the web, I keep my eyes open for content worth sharing. I then share it in a variety of places including the relevant  new Facebook groups to which I belong. When the time comes to share my own content, I follow the exact same procedure, but because I’ve played fair, my posts aren’t viewed at all as spam. Consequently, I receive lots of traffic from Facebook and other social websites.

Go now and acquire some Facebook followers. The relationships you build in the new Facebook groups can easily grow into meaningful social or business friendships.

Before you go, however, please do subscribe and leave a comment. ;-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share

Tags: , , ,

Larry BraunerIt would be useful if you could know which social media sources, social networking sites and search terms were contributing to your newsletter and blog subscriptions.

You can track newsletter and blog subscriptions to a large extent, although not fully, using web analytics tools, such as Google Analytics or Clicky, my favorites, and a trick or two I’m going to share with you.

Accurate Subscription Tracking is Impossible

I asserted in Twitter Stats Defy Measurement that “everything defies measurement and tracking.” Why should subscriptions be exceptions? :)

I believe that some subscriptions methods, such as blog subscription via the RSS icon in the Firefox location bar, can not be tracked, since that icon is external to your site, and you can only track your site itself, since tracking relies on script placed internally within the site’s web pages.

Fortunately, the practical researchers that we are, we’ll draw conclusions about newsletter and blog subscription from whatever data we’re able to obtain. We can obtain tracking data for some RSS subscriptions and most web form email subscriptions.

How to Track RSS Subscriptions

The following four steps will help you track your RSS subscriptions:

  1. Use Feedburner to “burn” your blog’s RSS feed.
  2. Post Feedburner RSS icons prominently on your blog, so that visitors will find it easy click on those icons instead of their browser’s RSS icon. There’s no need to be subtle about your RSS icons.
  3. Use off-site link clicks to your Feedburner page to segment your subscribers within your web analytics program.
  4. Study the sources and behavior of that segment of subscribers.

It’s possible that some members of this RSS subscriber segment will not follow through with their subscription or that they were already your subscribers but didn’t remember. It’s not worth losing any sleep over it.

How to Track Web Form Email Subscriptions

59th Birthday Party and Promote-Yourself Event on FacebookThis one should be a piece of cake — speaking of which, Tuesday is my birthday and you’re invited to my social networking 59th birthday party on Facebook that runs from the 11th through the 20th.

The key to tracking web-form email subscriptions is to set the subscription thank-you page to a page on your blog that’s used only for this purpose and to segment your email subscribers as a result of their visiting the thank-you page. Some visitors who submit web form fail to confirm their subscriptions. Don’t let this issue ruffle your feathers either.

You can track visitors who do confirm by using a subscription confirmation welcome page on your blog. However, after their original tracking session has timed out, they can no longer be connected to their original tracking source, so you might not be any better off than simply tracking visits to your thank-you page.

I implement both thank-you and welcome pages as part of my sign-up process, not only so that I can keep my options open, but so that I can also bring the subscriber back to my blog twice instead of once.

Additional Remarks

I use Aweber for my email subscriptions, but you can use almost any good email contact service. I recommend that you not use Feedburner for your email subscribers, because Feedburner will not afford you sufficient control over your email list.

I sometimes use Google Analytics to merge the RSS and email subscribers into a single segment, but it can be interesting to study the two groups separately.

Now, one final question: How do you prefer to subscribe to this blog, by RSS or by email? ;-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share

Tags: , , , ,

Larry Brauner3 Key Social Media and Web Marketing Strategies for 2011 discussed the decline of open networking on Facebook, the revival of Ning networks and the continued relevance of websites and SEO in building your web presence.

Here are several more social media marketing ideas for the new year that can be especially helpful for small business marketers and entrepreneurs.

Bigger Long-Term SEO Objectives

GoogleOne of the most serious social media and web marketing mistakes I’ve ever made was choosing Online Social Networking as the name of this blog.

I considered naming my blog Social Networking Sites but decided not to, because social networking sites seemed too competitive a keyword phrase for the newbie that I was. Online social networking is searched for 12K times monthly compared to 250K for social networking sites. 12K per month seemed like more than enough traffic to me at that time.

Online social networking was a “reasonable” keyword term. Since it was much less popular than the often searched-for term social networking sites, I hoped to rank for it relatively quickly. However, in the long run, I believe that social networking sites would’ve brought me both greater and more profitable traffic.

My blog probably wouldn’t have yet hit the #1 spot in the search engines for the search term social networking sites as it has already for online social networking, but it would’ve ranked much higher for social networking sites than the present #32 and might have still placed close to the top for online social networking.

I should have considered long term potential and selected more ambitious keywords, just as I have for Gevril, for whom I’ve chosen tough keyword phrases, such as luxury watches and mens watches.

In month one, Gevril Group received 150 search visits. I’ll let you know what happens in month two.

Ning Network Groups

Ning Social NetworksNing groups function like Facebook groups with a few welcome exceptions:

  • Your potential emailing list is unlimited. You can broadcast to Ning group members even after their count exceeds 5,000.
  • The content of your Ning group can be indexed by Google and other search engines, and the greater your group membership, the greater your authority with the search engines will tend to be.
  • Group activity is displayed in your Ning network’s activity feed and transmitted to Ning group members who elect to follow you.

I’m ready and able to assist any group owner on my new Small Business Network who’s dedicated to building a large and influential Ning group, and the group need not necessarily be business-oriented.

Connecting One-to-One

SkypeYour personal network will be strong and prosper if you focus on networking one-to-one. Speak on the phone or over Skype even one time to each person, and you’ll surely build solid online relationships.

If you’re growing a Facebook page, a Ning group or a Twitter account, individually adding one-to-one connections can amount to a large number over time — and perhaps these connections will even help you make many more.

Hope you’ll find these social media and web marketing strategies useful.

Wishing you a successful year. :-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share

Tags: , , , , , , , , , , , , ,

Mastering social media one bite at a time the past few years was an effective strategy for me, as the needs of my small number of clients were modest enough.

That’s changing, as I’ve been engaged as social media and web strategist by the Gevril Group in Valley Cottage, NY, luxury watch distributor, a forward-thinking business with ambitious marketing goals.

A one-bite-at-a-time social media marketing approach for Gevril would be way too laid-back and totally unrealistic.

Gevril’s Social Media and Web Marketing Plan

Gevril Group Luxury WatchesI’ve crafted for Gevril a multi-faceted web marketing plan that matches the company’s far-reaching objectives.

All parts of my plan are to be managed and executed concurrently:

  • Community and List Building - Developing a community and building a subscriber base are impacted by nearly all social media and web marketing functions.
  • Content Creation - The story of each Gevril Group brand needs to be told, and articles, newsletters and press releases need to be written, as well.
  • Web Sites - Ivo Jackson and I are designing GevrilGroup.com. The Gevril Group website will be the hub of the Gevril web presence and a key resource for contact list building.
  • Blogging - Blogs will be used to post fresh content, such as news and product information. We’ve launched several Gevril Group blogs: Watch Brands and Luxury Watches and Men’s Watches.
  • Search Engine Optimization - SEO and social media complement each other very nicely. About 50% of my blog’s traffic comes from searches. Whenever new content is created, SEO needs to be applied. The free Google Keyword Tool is my favorite SEO resource.
  • Email Marketing - We’ll email press releases, and news about products and events to our email marketing lists.
  • Facebook - I’ve set up a facebook.com/GevrilGroup on Facebook, a social networking site I’m quite comfortable with. I hope to build an active community of watch enthusiasts around Gevril’s Facebook page.
  • Twitter - I’ve set up @GevrilGroup on Twitter and will use Tweet Adder to manage the Gevril account and build a targeted following.
  • LinkedIn - While still working on a strategy for LinkedIn, I’ve already joined many relevant LinkedIn groups. I will next create a Gevril company page.
  • Social Bookmarking Sites - I’ve lately received a lot of quality blog traffic from Business Exchange, so I created a Business Exchange topic for the watch industry. I’ll also use Digg, StumbleUpon and other social bookmarking sites.
  • Niche Social Networks - Social networking sites and forums catering to watches or luxury will help Gevril connect with watch enthusiasts.
  • Group Buying - I’ve ruled out Groupon and similar sites as potential marketing channels, but very much like GroupGain, a new website with a new group buying concept that has yet to launch.

Gevril Men's 5101 Rose Gold Avenue of Americas Automatic Date WatchThe ultimate goal of Gevril’s marketing initiatives is to increase sales by enlisting vendors and by creating more consumer demand.

Therefore, every aspect of Gevril’s social media and web marketing plan must contribute directly or indirectly to an increase in Gevril’s sales.

Please visit and follow the Gevril Group on Facebook and Twitter. I hope to see you there. ;-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share

Tags: , , , , , , , ,

Larry BraunerI launched @WelkinCapital and a Facebook page for Welkin Capital Group, a top broker of residential and commercial mortgage loans, located in New York City.

The process is still fresh in my mind, so I thought it would be worthwhile to share a bit of my thinking about the Twitter part of it with you. I prefer to leave Facebook for another time, as I haven’t discussed Twitter with you in quite a while.

Twitter Lists
Here then are ten Twitter social media marketing ideas for you to consider when you set up a new Twitter business account:

  1. Write Your Twitter Business Bio - Write a bio that is pleasant and easy to read. Use your principal keyword phrases so people searching for them can find your Twitter business profile. Appending your own personal Twitter @username will be appreciated by your visitors. For an example of this, please see @WelkinCapital.
  2. Your Twitter Profile Link - Link to your website or blog. However, if you don’t have a website, or your website isn’t ready to receive visitors, consider using your LinkedIn profile or Facebook page instead. In any case, for best results, the page you link to should be relevant and well-designed – absolutely not a sales pitch.
  3. Your Twitter Profile Picture - It makes sense on a business profile to use your organization’s logo. If you don’t have a logo, get somebody to help you create it.
  4. Tweet Before You Follow - Add half a dozen well-thought-out tweets to your business account before you start following other users from it and before you start promoting it. Otherwise, you might look like a spammer, and that would be awful.
  5. Feather the Nest - Follow the new business profile from your own personal account and ask your colleagues to do the same. Visitors will feel more comfortable following it if a few others have led the way.
  6. Update Your Personal Twitter Bio - Since Welkin is in the real estate industry, I added “real estate” to my @larrybrauner bio. This will attract real estate oriented followers to my profile who will then learn about Welkin when I retweet Welkin updates. Use this strategy if it makes sense for you.
  7. Promote Your Twitter Business Profile - Place links or widgets on your website, blog, social networking sites, etc.
  8. Follow Targeted Twitter Users - Target Twitter users using Twitter Grader search, Twellow categories and Listorious Twitter lists, in that order. If you follow relevant people, and your Twitter profile is set up properly, most will follow you back.
  9. Follow Back Relevant Users - Many Twitter users will follow you. Follow back those who are relevant. Ignore those who aren’t. They will unfollow you before long. Block obvious spammers.
  10. Influence - Use your personal Twitter and other social media  influence whenever feasible to support your Twitter business account.

I hope you will find these Twitter tips helpful as you set up your new Twitter business account or enhance an existing account.

Please subscribe and comment. :-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!

Bookmark and Share

Tags: , , ,

Larry BraunerWho wouldn’t want the kind of web presence that drives hundreds or thousands of targeted visitors to his or her web site or blog and converts them into customers or followers?

I’ve created that type web presence for myself. However, most businesses that try to build such a web presence fall short of achieving that objective. How about yours?

This a long article that covers a lot of ground. My hope is that this article and those articles and resources it links to will enable you to take a fresh look at your social media and web marketing program.

Over the past few years I’ve identified dozens of factors that contribute to lack of web marketing success, and in this article I discuss 25 of the most important ones:

  1. Failing to Plan - Strategy must precede tactics. Taking action is easy, but will that action help you achieve your objectives? Do you know precisely what those objectives are? It’s imperative that you define your objectives and devise marketing strategies to help you reach them effectively.
  2. A Flawed Plan - Including thinking too big or too small, e.g., with your keywords, quantity of social networking sites you employ or frequency of your blog posting. Be ambitious but realistic. Your time is limited. Make a plan that’s simple but not simplistic. Shama Hyder Kabani’s The Zen of Social Media Marketing provides an excellent overview of the planning process.
  3. Ignoring Your Competition - Developing your plan in a vacuum without any competitive intelligence prevents you from learning from your competitors and identifying optimal marketing strategies and tactics.
  4. Having Unrealistic Expectations - View social media and web marketing as a marathon, not a sprint. It takes a substantial amount of time to build credibility with your potential customers and with search engines too.
  5. Not Focusing on Your Niche - The more focused your message, the more it will influence your target audience. Trying to be everything to everybody will make your website look like a patch quilt. I’m sure you’ve been to websites that look like menus at diners or aerial views of battle zones. You hit the back arrow and breathe a sigh of relief. Successful offline marketers know that a highly targeted ad gets the best results, even with those people who aren’t targeted by the ad.
  6. Following the Pack - Don’t do anything solely because it’s trendy. Check new options at your disposal for consistency with your plan and expected return on time invested. You’ll need to rely mostly on intuition, but the more extensive your knowledge, the more reliable your intuition will be.
  7. Not Optimizing Your Web Site - What good is a website that looks great yet is dysfunctional? It doesn’t attract any traffic. Search engines are confused by it. Or it attracts traffic, but that traffic doesn’t convert. The lack of web site results is so wide spread that business owners tend to be very skeptical about the web’s marketing potential. See 10 Easy Way to Improve Your Blog or Website and 10 More Easy Ways to Improve Your Website.
  8. Optimizing for Search Engines Only - Some marketers optimize their web sites for search engines but fail to optimize for humans. The result: traffic that doesn’t convert. Optimizing “user experience” is more important than search engine optimization. SEO is only one of numerous ways to attract visitors to your site. On the other hand, all methods drive traffic to your website, and if that site is weak, your work is in vain.
  9. Your Logo or Flash Dominates Your Website  - A constant battle! A client said he wants his website to have an upscale image similar to that of the fluffy Tiffany site. Will that work for him? He’s trying to build his brand online. The Tiffany brand was powerful before the web even existed. All they really need is a pretty site with product illustrations and a shopping card to help you spend your extra funds on beautiful high-end jewelry. However, let’s be real. If you’re not a Tiffany or an Apple, nobody cares as much about your logo or flash as you do. They want content to digest. They want to know what you can do for them and whether or not they can trust you.
  10. Too Little or Lame Content - They say that content is king. I believe that is true. People are searching online for content. To succeed, feed people great content, such as text, video, pictures, podcasts, etc., and you’ll  gain positive recognition for your brand.
  11. Trying to Spam the Search Engines - Search engines are smarter than you might think. Game them, and you’ll come to regret it. But, feed them lots of solid content, and over time they’ll send your web site thousands and thousands of targeted visitors.
  12. Leaving Everything to Your Web Developers - Web developers are neither experienced marketers nor skilled copywriters. Check out Web Developers Don’t Know Social Media.
  13. Making Bad Money Decisions - How about the following example? You spent tens of thousands to engage top notch social media and web consultants, but you don’t want to spend a couple of thousand on the new website design they recommend. Why not? Because that would imply that the money you spent on the original design was wasted. Am I missing something here? Tell me.
  14. Not Hosting Your Website or Blog Yourself - Your website or blog is the core of your web presence. Should Blogger or Wordpress.com determine its disposition? Invest in a web hosting account — it’s not pricey. Learn how to use the Wordpress.org content management system to create and maintain your website or blog.
  15. Not Building Yourself an Online Community - If you have doubts about social media or the power of your own community, Crush It! by Gary Vaynerchuk will make you a believer. Gary has built a community of wine lovers around his Wine Library TV brand, and his social media efforts have greatly added to the bottom line of his business, the Wine Library.
  16. Not Engaging Your Community - To cultivate and nurture your community of customers and fans is a golden opportunity to connect with the people who matter to your brand.
  17. Not Being Authentic - We live in an age of trust and transparency. Being who you’re not will set you apart from your competitors in a counterproductive way.
  18. Not Integrating Online Marketing with Offline - Relying only on Internet marketing when you can achieve results offline as well, including driving visitors from offline to your website. Marketing offline is not dead.
  19. Never Meeting People Face-to-Face - Nothing builds trust like an in-person meeting. If you’re in the New York area, let’s have coffee or do lunch.
  20. Not Diversifying - Don’t put All Your Social Media Eggs in One Basket — nor all your other eggs.
  21. Not Using an Autoresponder to Build an Email List - Most potential customers need to get to know your brand better before they buy. Keep in touch with them by letting them add themselves to your autoresponder newsletter or blog subscription list — even if you use RSS.
  22. Not Touching Base Frequently with Your Email List - If you don’t stay on people’s minds, they’ll forget you. Then when you do email them, they’ll flag your message as spam. That in turn will hurt your ability to get your email through the filters of the Internet service providers.
  23. Relying on Trial and Error - Keep reading. Keep learning. Trial and error is a luxury you may not be able to afford.
  24. Never Seeking Help - A little help can save you from much trial and error and many hours of spinning your wheels but remaining where you are.
  25. Taking Your Web Marketing Too Seriously - Lighten up. Make friends. Have fun.

Here are social media and web marketing resources you might find useful:

Wishing you success with your web marketing. :-)

Please subscribe, leave a comment, click on some of my Facebook like buttons and share this article with your friends and colleagues.  ;-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!

Bookmark and Share

Tags: , , , ,

Read down to the end of the comments for the latest Hubze news!

Larry BraunerPeople often ask me to have a look at brand new social networking sites. I typically decline, as I prefer to invest my time checking out social sites that have already gained acceptance.

However, this week, when my blogging friend John from EZGreatLife.com sent me to Hubze, a social media site that might help me brand myself and tie together Twitter, Facebook, LinkedIn and other social networking sites, I decided to investigate.

Social Networking SitesAccounting for my motivation was an expectation that the aggregation of social websites will be a major focus of 2010, as enabling technologies like semantic web come to the forefront. Don’t we all wish it would be easier to organize and streamline our many social networking sites?

The landing page provided little information. It did however indicate that I could become a beta tester if I joined by noon my time on the 13th, and I joined. John had told me that there would be gifts for the beta testers, but I’d have signed up right away in any case.

Hubze, Pronounced Hub-Zee, Formerly Moneza

Last night I attended a webinar to learn some details. I’m far from an expert, but this is what I learned:

  • Hubze (formerly Moneza) is the name of the website, and it’s free to join.
  • In my opinion Hubze and the Hubze Card are useful and timely ideas in their early stages of implementation, and I do not believe that Hubze is a scam.
  • Membership includes your Hubze Card (which resembles Card.ly but is substantially more powerful). Your Hubze online business card provides your contact information, links to your active social sites and displays your live update feed (pretty much like Friend Feed does). The Hubze Card also displays how many people you are tracking (following) and how many you are tracked by (followed by), an indication of your social influence and clout.
  • The Hubze Card is viral, as viewers are encouraged to get their own. When they do, they become part of your growing network, which expands outward from you at its center. This helps to grow your brand virally, but exactly how that works, I don’t yet understand.
  • There will be a back office from which you’ll manage your Hubze Card and from which you’ll post updates to all your social sites at once (much as if you were using Friend Feed or ping.fm).

This is the Hubze Registration Page. Please join me at Hubze and we’ll build our networks there. Watch for the next Hubze webinar which will provide us with more details.

Coming in on the ground floor (as I did with both Twitter and Ning) will facilitate your community building process. :)

Read the comments below and leave one of your own if you like.

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!
Tags: , , , ,

Larry BraunerI’ve written about list building extensively in connection with social media.

It’s time to revisit social media list building once again. In this article, however, I focus more on where to build lists than how to build them. In other words, I focus on social media list building destinations.

A few remarks are in order before I address the where-to of list building.

Importance of List Building

In List Building Using Twitter, I discuss the importance of list building in marketing. List building is equally important in PR, CRM and other types of communication.

Reach is the quantity of people your message reaches, while frequency is the average number of times each person is reached.

Frequency builds trust and drives your message home. Advertising without frequency is rarely effective. Marketers rely on list building to repeatedly reach their audience and achieve their target frequency levels.

New List Building Paradigm

List Building DestinationsIn List Building Paradigm Shift, I discard the stereotype of list building as “a well-written lead capture page linked by a web form to an auto- responder” and redefine it as the process of acquiring and nurturing followers.

More precisely:

List building is the process of subscribing members of your target audience, in order to engage and nurture them and brand yourself and that which you represent.

This definition leaves plenty of room for creativity and customization of the list building process, yet it defines our objectives: engaging, nurturing and branding. Prescribing our objectives enables you to gauge the relative merits of each list building venue at your disposal.

List Building Destinations

These are my five favorite venues for list building. They are just as useful to owners of static websites as they are to bloggers.

I use all of them and let people choose for themselves which they prefer.

  1. Autoresponders - Reports of the death of email have been greatly exaggerated. Everybody receives email and knows how email works. Every website should provide email subscription. Emails sent to opt-in subscribers will have an open rate of about 30% and a click through rate of approximately 10%, which is excellent. The downside of email subscription in general is anonymity, lack of interactivity and changes of address. I use an autoresponder service to maintain my database and deliver my email. My service has a high delivery rate, many important features, good customer service, and it integrates with Google’s FeedBurner RSS if you have a blog.
  2. Ning Social Networks - You can connect with members of a Ning network, interact with them and broadcast messages to them as the site creator, as an administrator, as a group creator and as a friend. They all work. However, only as the site creator do you actually own their data. My primary Ning site is Small Business Network. Subscription through Ning can be powerful, but it takes much more work to join a Ning site than to opt into an email list. A big problem with Ning is that if somebody joins more than one site or group of yours, they can receive duplicate mail from you. If you’re already established on Ning, incorporate it in your list building strategy. If not, to Ning or not to Ning will not be an easy question to answer.
  3. Facebook - A Facebook fan page widget lets Facebook members register for your page with one click. Based on my experience, response to posts runs at around 5%, about half the rate of email, which is good. The quality of traffic is superb with high average time spent on site. Your posts on Facebook can promote interaction and draw comments themselves from the members of your page, which helps you brand yourself. The potential also exists with Facebook pages to benefit from viral effects.
  4. Twitter - Posts on Twitter, or tweets as they’re called, can easily be retweeted and spread virally throughout the site. In a future post, I might list the reasons why, not withstanding the viral effect, I like Twitter much less than I like Facebook for list building. Nevertheless, I’m very happy to make Twitter subscription available, and I love all the traffic it brings me. (I’m @larrybrauner.)
  5. Google Friend Connect - This is Google’s attempt to add a social element to every website.  I doubt that it’s very successful from a social perspective, but it’s from Google, so I’m in. If Google uses or will use GFC membership to assess the relevance of websites, I’m covered. One nice feature of GFC is its newsletters. Make sure you enable them and use them to email your GFC subscribers.

I also use RSS subscription for my blog, but it doesn’t support interaction, and I believe that the response rate from RSS is very low.

If you’re not yet a subscriber, please choose a destination and subscribe.

Your comments about list building or social media list building destinations are welcome. :-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!
Tags: , , , , , , , , ,

Larry BraunerI’ve bookmarked and skimmed a dozen or more articles that project the path of social media in 2010. Collectively these articles represent many days of researching and writing.

Search Social Media 2010 on Google, and you’ll be able to compile your own social media 2010 reading list. If the information in all the articles isn’t sufficiently comprehensive, a list of 44+ social media books to buy and read can help fill the gaps.

2010Not that I don’t like reading about trends and innovations — I do. However, I learned long ago that the bleeding edge cuts both ways, and there’s merit in waiting until the timing is right.

Blogs and Facebook have been around for years, yet only recently have they emerged as key tools for main- stream businesses.

I suggest that we watch and see how social media and technology play out in 2010, but that we focus on the basics and build our web presences right now using techniques and resources at our fingertips.

Here are my eight social media marketing basics for building a web presence 2010:

  1. Core Marketing and PR Competencies - Analytics, branding, communication, competitive intelligence, design, list building, market segmentation, marketing research, targeting, etc.
  2. High-Quality Relevant Content - Producing and sharing articles, videos, podcasts, pictures, conference calls and talk shows.
  3. Search Engine Optimization - Social media and SEO complement each other. Read Social Media vs. Search Engine Optimization and Website vs. Web Presence.
  4. Blogging - Also in Website vs. Web Presence, Darren Rouse, author of 31 Days to Build a Better Blog, shares in a video his blog-centric approach to social media marketing, an approach to which I subscribe.
  5. Social Networking Sites - Nearly any social media site can present opportunities to network. By social networking sites, I mean sites that exist primarily for networking rather than content sharing.The principal social networking sites for business are LinkedIn, Facebook and Twitter. You can also throw into the mix Ning and other niche social networking sites.
  6. Content Sharing Sites - Two of the most popular content sharing sites are YouTube and Flickr, but there are many more.
  7. Social Bookmarking Sites - There are hundreds of business and social bookmarking sites. Two of my favorite sites are Business Exchange and StumbleUpon.
  8. Blog and Web Site Networks - There are many blog and website networks. My favorites include Entrecard, NetworkedBlogsTechnorati, MyBlogLog, BlogCatalog and Google Friend Connect.

With these social media basics, you can build a huge web presence in 2010. It’s not possession of the latest technology or an inside scoop on a new FB app that’ll enable you to soar in 2010. Your success will depend largely upon your own creativity, skills, efficiency and inner motivation.

I hope you have already mastered the all-important skills of subscribing to blogs and commenting on blog posts.  ;-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!
Tags: , , , , , ,

Next Page →