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. :-)

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Larry BraunerI would love to spend my entire workday blogging, social bookmarking and business networking. However, long ago I discovered that combining these activities with other outreach is both more efficient and more far reaching than relying on social media alone to build a web presence.

Not only social media but search engine optimization, press releases, email marketing — and even advertising — all figure in my web strategy.

Salvatore Ferragamo WatchesOur company represents luxury watch brand Ferragamo Timepieces in the US and Caribbean markets. Industry leader Paul Ziff was appointed US and Caribbean Ferragamo President, and I was responsible as Social Media Director for spreading the word about the appointment and about Ferragamo.

I had about a week to implement a plan and capitalize on the news before it became stale and irrelevant. Our company was ready to host numerous sales meetings in Las Vegas, and I needed to create adequate buzz before the start of the meetings.

The effort consisted of writing and publishing web content related to Paul Ziff and Ferragamo, distributing press releases about Paul’s appointment, and emailing the news to a very large list. We were able to impact several thousand people, thanks to excellent resources and superb teamwork:

  • Marketing expert, blogger and watch enthusiast, John Sealander, did a marvelous job writing all the web content. I merely added a few links and images.
  • Paul Ziff wrote the press release, which was effectively distributed by eRealeases — via PR Newswire — and through their own channels. Our story was picked up by several hundred news websites.
  • Our huge quantity of email messages were delivered and tracked by Green Wave Email Marketing, under the direction of software guru, David Alexander, my good friend of more than 40 years. I use Aweber to manage my blog subscribers, but I prefer Green Wave for my email marketing because David’s service provides greater flexibility and more personalized attention. In my opinion, Green Wave is more geared to mainstream business than Aweber.
  • I leveraged search and social strategies and techniques to drive additional traffic to John’s content on our company website and blogs.

Please subscribe to my blog and share ways in which you’re going beyond social media. :-)

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.
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