Larry BraunerConnecting with your target audience on Twitter is difficult, and with all the bots and spammers joining the site, it’s getting to be more and more difficult to find real people each day.

Let me share a targeting example with you.

Suppose that you want to locate wine enthusiasts. You happen to find my Twitter profile through Twitter Grader or a similar program, because I have identified myself as a wine lover in my bio.

You decide to follow all the people who follow me reasoning correctly that many of them are also wine lovers. If you’re lucky, a few hundred of them are real wine enthusiasts, and they will follow you back as soon as you follow them.

All this sounds good, but there’s one tiny little problem.

If you follow all the 30,000 people who follow me, you’ll have to follow –  and subsequently unfollow — the more that 29,000 people who follow me but know as little about fine wine as a politician tends to know about ethical conduct.

There has to be a more efficient approach. Don’t you think?

Searching Twitter Profiles

There are quite a few Twitter tools that search through profiles and tweets. I like TweepSearch, since it searches profile bios but at the same does its best to sort the results by the time since the most recent tweet, making it easier to locate active Twitter users.

When you log in through Twitter, TweepSearch shows you whom you’re already following and enables you to follow, unfollow or block people within the search results.

You can limit your search to followers of a particular Twitter member or search through everybody. In other words, you could search the profiles of my followers to find the wine lovers among them, or you could search the whole Twitter database for wine lovers.

You’ll have to play with TweepSearch and other Twitter resources and search tools until you find the ones that best suit your needs.

Automated Twitter Tools

There are a variety of Twitter tools that help you identify your target market and do all the following and unfollowing for you. Since I am following and unfollowing many people and managing several Twitter accounts for clients, I decided to experiment with one of these tools, a cute program called TweetAdder.

TweetAdder searches through profiles or tweets for keywords and can search by U.S. postal code too. It creates, saves and manages a list of target users for you to follow at a reasonable pace which you specify. The program isn’t free, but they do provide a limited version for free, so that you can see how it works before you buy it.

I like that TweetAdder works in the background while I perform other tasks, and that the vendor doesn’t make all sorts of hypey claims. They encourage proper use of the TweetAdder tool.

Twitter Style Networking

I must at least mention the natural approach to adding followers and making connections — slowly and methodically through careful examination of bios and retweeted updates. This is how I was taught, by purists no doubt, when I first started using Twitter.

I consider this approach much too slow to use for social marketing, and you don’t really want to spend all your time on Twitter.

Or do you? ;-)

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Larry Brauner

I’ve written about the problem of spam both offline and online at social networking sites in How Do You Like Your SPAM? and Why Do People SPAM?

With this article, I’m delivering on the promise I made last week to discuss marketing channels you can use to promote yourself or your business — without ever resorting to spam.

Legitimate promotion alternatives fall primarily into these basic categories:

  1. Advertising - Expect to pay — unless you prefer getting marginal results, running around town, lurking in parking lots and posing for security cameras, all while schlepping around stacks of flyers and carefully avoiding people you know. Online, free advertising attracts people without money and spammers, although you may get good results with Craigslist. Offline advertising includes newspapers, magazines, direct mail, radio, television, offline directory listings and billboards. Online advertising includes Pay Per Click, e-zines and online directory listings. I do not recommend using banner ads. Advertising ROI will depend on the net lifetime value of each acquisition or conversion and the cost of each acquisition.
  2. Press Releases - If your business is newsworthy, or if you can create a newsworthy event, then you may be able to get some free exposure. Your press release needs to be well written in a suitable format and distributed either offline, online or both.
  3. Speaking and Contributing Articles - It is an accepted practice to establish your reputation and generate leads by speaking at meetings or contributing articles to journals. Don’t expect to get paid anything until you become a recognized expert in your field.
  4. Strategic Alliances and Joint Ventures - A business or list owner promotes your offer to his or her clients or e-mail list based on an agreement through which you both stand to gain. It’s not uncommon to give a joint venture partner all the profit from an initial product offering in exchange for helping you to add new contacts to your list.
  5. E-Mailing Your List - You can send relevant commercial messages to subscribers who previously opted into your database. Try to avoid using purchased lists. If you must, be sure you know with certainty that the subscribers agreed to receive offers from third parties. Be genuinely helpful and careful not to abuse your list.
  6. Search Engine Optimization - You’ll need a web site, and unless you’re an SEO maven, you’ll have to pay for SEO services. There’s more to doing effective search engine optimization than most people realize. However, SEO will be worth the trouble if it gets you ranked high up in the free organic search engine results that most searchers look at and care about.
  7. Social Media - Social marketing is similar in philosophy to speaking and article contribution mentioned above. You share online videos and articles to educate, inform and entertain people, and to build a relationship with them. If they want your product or service, they’ll be inclined to buy it from you, since they know you, and you’ve earned their respect. Your blog on a social networking site, a blogging community such as Blogger.com, or you own hosting, are good places to share your content. For ideal results, create and post new original content on a regular basis. If your content is geared toward your target market, then you’ll attract qualified customers to you and your site.
  8. Business and Social Networking - Networking is meeting new people and developing relationships with them. You can network at your local Small Business Association, Chamber of Commerce or BNI. I can go to Network Plus, a group in my area founded by Ted Fattoross. Online social networking is more convenient. You network from your computer at any of thousands of social networking sites. My favorites are Ning and Facebook. You build relationships by asking questions and getting to know people. Keep in mind that spamming doesn’t work at all, and exchanging business cards is no more than a cordial first step in starting a relationship.

I like the web marketing channels: my e-mail list, search engine optimization, social marketing and business networking. I coordinate them to benefit from the synergies between them.

Now it’s your turn.

Which methods do you use? Which ones are you hoping to use in the future? What challenges do you foresee?

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Larry Brauner

Nearly a year has passed since my first Ning article, Ning Social Networking Sites.

Since then online social networking has taken some exciting twists and turns. MySpace has lost luster, while Facebook and Twitter have become social media darlings.

Ning Still Facing Obstacles

Ning seems to be in somewhat of a holding pattern.

There have been some changes here and there, mostly for the better in my opinion, but no exciting breakthroughs. There are new apps, a new Ning central networking site, and new flexibility, but site creators and users still have their reservations.

As mentioned in Ning Social Network Controversy, the Ning management has been criticized for its policies and its tactics and, as too many people are aware, Ning sites haven’t been immune to spamming by both Ning members and by intruders.

My Ning sites now all require membership pre-approval, since I know of no better way to deal with persistent outsider spamming.

What is Right with Ning

Despite any shortcomings, I still feel as when I wrote about the Ning controversy, that Ning truly epitomizes Web 2.0. Ning sites are communities of people, and Ning is a community of community sites.

I’ve certainly written a good deal about social media list building including both List Building Paradigm Shift and List Building Using Ning Social Networks. Nevertheless communities are the essence of social media, not lists, and social marketing must therefore favor community building over list building.

Fortunately Ning can be used to build either communities or lists. There are creative ways to build communities within Facebook and Twitter, but Ning networks were designed expressly for that purpose and afford marketers a variety of useful tools and a degree of social media ownership.

Ning Still My Favorite Networks

I still use Ning social networking sites more than all others. I like them for the reasons cited above and for the many other reasons I’ve discussed in previous Ning related articles.

I have so far created four Ning sites of my own and hope to create more in the future:

  • Let’s Follow Each Other - This is a fun networking site for Twitter folk who want to gain followers, share ideas, promote themselves and network with each other.
  • Beyond Business Coaching - This is a site for entrepreneurs and marketing professionals who are interested in social media, customer acquisition, customer retention and CRM.
  • Online Kosher Networking - This is a niche site for orthodox affiliated members of the Jewish faith to network and share their ideas about Jewish values, Israel, religious observance, charities, politics, jobs, business, etc.
  • Outside the Box - If you enjoy my blog, but you don’t use Twitter, and you aren’t necessarily business oriented, this may be the right site for us to connect and network together.

In all fairness, I must tell you that Ning has competitors such as SocialGO, GROU.PS and others but admit that I haven’t yet evaluated them. If you have tried other social network platforms, I invite you to share your experiences with them.

To learn more about using Ning, please read Introduction to Using Ning Sites.

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Larry Brauner

Social media sites are rapidly altering the web marketing landscape. Now you can use social media to drive targeted traffic to your websites.

You may be trying to determine whether social media is a viable alternative to search engine optimization.

After all, search engine optimization requires extensive keyword research and ongoing content development to achieve top search engine rankings. Is it possible that social media sites might provide a more expedient web marketing solution?

I’ve found in my experience that social networking sites and other social media can generate a modest level of response much more quickly than search engine optimization initiatives. So why not focus exclusively on social marketing?

Social Media AND Search Engine Optimization

Please read The Long Tail and Social Media, and you’ll start to appreciate the extent to which search engine optimization can enhance social media.

Not only does search engine optimization help you promote your website, it also helps you promote your social media content. Your website and your social media together constitute your web presence, and search engine optimization helps you to market your overall web presence.

Interestingly, the converse is also true.

Social media helps your search engine optimization efforts. It adds to the links back to your website generating both referral traffic and credibility with the various search engines.

They key is to coordinate your social media and search engine optimization, creating the maximum synergy between the two through an integrated approach.

The New Online Marketing Professional

It’s no longer enough for online marketing pros to be fluent in search engine optimization technique. They must also fully understand social media sites and their role in building both your online presence and the desired backlinks to your website.

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Larry BraunerCould it be that your website looks nice but fails to help you meet your web marketing objectives? Too often that is the case.

Lots of effort and expense went into building your site, but your return on investment is marginal or non-existent.

Here are possible reasons why your website isn’t generating leads or sales and some ideas that might help you correct the problems.

Too Little Website Traffic

Perhaps you lack an effective strategy for driving visitors to your site.

You set up your storefront but didn’t tell potential customers that you were in business, a mistake I often see both online and off.

Lack of traffic leads to lack of exposure for you and your offer or message.

Don’t assume that traffic will somehow find its way to you through word-of-mouth, search engines or otherwise. It rarely happens that way.

Generate exposure for your website offline via print advertising, direct mail, radio, etc. and online using social media, search engine marketing, search engine optimization and so forth.

Think big. You can dominate your niche, so don’t settle for less.

The Wrong Website Traffic

You have website traffic, but either your website traffic is not targeted or it’s poorly targeted, the result of using bad copy, selecting the wrong media, or choosing the wrong keywords.

For greater and more targeted website traffic, employ a good mix of research, analysis and experimentation.

Direct marketers have been using this approach offline since before you and I were born, and it works like a charm online as well.

Insufficient Stickiness

You have plenty of visitors, but they leave your website too soon.

Consider these questions:

  • Are you targeting the right website traffic?
  • Are your branding and message clear?
  • Are your pages too cluttered, or do you give your visitor too many choices?
  • Is your font hard to read? Try to avoid white on black in all your media, since it slows down your reader.
  • Is important content “above the fold?” Can visitors see your most important content without scrolling down?
  • Is your content up-to-date, relevant and interesting?
  • Do you use social techniques on your website to engage your visitors?

Poor Conversion

You have plenty of visitors who stick around but nothing happens.

Here are more questions to ponder:

  • Do you have a conversion strategy?
  • Does each of your pages have a call to action?
  • If not ready to buy, can your visitor join, opt-in to or subscribe to your site?

If you don’t have a lead capture mechanism and follow-up strategy, you’re leaving lots of money on the table.

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Larry BraunerYou may have tried without success to use Twitter as a marketing channel. Many marketers struggle with Twitter for one reason or another. It’s often because of where their Twitter leads.

Let me explain.

Spamming

Spammers often follow myriads of random people on Twitter hoping that enough of them will follow back like sheep, or that they’ll click through the spammer’s profile link to view his or her offer.

However, too many marketers with good intentions adopt a similar strategy. They follow large numbers of targeted people but expect them to follow back without providing ample reason for them to reciprocate.

Getting and Staying Followed

People often ask me how I was able to get tens of thousands of followers. They’re hoping that I can point them to some magical system that will generate as many followers for them as I have.

I don’t use those types of systems nor do I recommend that you use them either. At best they match you up with large numbers of unresponsive followers.

Part of any outreach strategy includes following the people whom you would like following you. Life would be simple if each person you chose to follow reciprocated and followed you back.

While some Twitter users will follow back everybody, most of the ones who are desirable to connect with will be selective. They will follow you back only if they like what you’ve been tweeting or if they like you.

Unless your name is Oprah Winfrey, people will probably size you up based on some combination of your …

  • Username - Avoid the use of underscores (_) and numerals (0-9) if at all possible.
  • Name - Your real name is usually best.
  • Picture - Use a professional looking head shot or company logo.
  • Background - Use a layout that’s interesting and tasteful.
  • Location - Nothing dorky please!
  • One Line Bio - Mix professional and personal details. People search on profiles, so use carefully selected keywords.
  • More Info URL - Point to content that’s helpful and makes a good impression.
  • Privacy Settings - Don’t make your profile private if you want people to follow you. Marketers aren’t supposed to be secret agents.
  • Follower Count - It pretty much is what it is.
  • Follower Ratio - If you follow many more than follow you, you might look like a spammer. If you follow too few, you look unapproachable or like you don’t value two-way communication.
  • Tweet Count - All other things being equal, the more the better but again, it is what it is. Just make sure you post a half dozen representative tweets before you start following people. Fewer than that can be a big turnoff.
  • Tweets - You are what you tweet. What you tweet will be the single biggest success factor in your Twitter career. Refer to Tons of Great Twitter Resources or The Twitter Power System Review.
  • Retweets - Some Twitter users like to connect with people who are somewhat likely retweet their tweets.
  • Tweet Frequency - Some don’t like to follow people who tweet too often, as it tends to fill up their “timeline”.
  • Date of Last Tweet - If you stay away too long, your followers will start giving you the axe.
  • Personal Recommendations - It certainly helps to have fans to promote you, especially on what’s come to be known as #followfriday or #ff, which is actually every Friday.

With such a long list of criteria, it’s a wonder anybody gets followed or followed back. Fortunately people are looking for reasons to follow as much as to reject, and a reasonable effort on your part can be effective enough.

Web Marketing Strategy

As a marketer, the quality of your content off Twitter is as important as the quality of your tweets on Twitter.

You will use your “more info URL” and a portion of your tweets to reference your content, and your content will determine your marketing success with Twitter — and other social media initiatives as well.

It is this to which I refer when I ask, “Where does your Twitter lead people?”

Your Twitter, social networking sites such as Facebook and LinkedIn, blog and website all link together to create a web marketing strategy that builds your image, your community and ultimately your business.

Well written, produced, and placed content and skillful search engine optimization and social media marketing both on and off Twitter will enable you to achieve your key objectives.

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Larry Brauner

The long tail has recently become a major buzzword both in business and online.

The long tail concept is rather abstract, so it can help to look at concrete examples. Let’s look at examples from my blogging experience.

The Long Tail of the Search

I started publishing Online Social Networking in November 2007, and I installed Google Analytics to monitor, analyze and track traffic to my website.

My blog, as you can probably guess, has been search optimized for the keyword online social networking.

Out of 25,515 visits that were due to search engines, only 1,469 were searches for online social networking. The remaining 24,056 visits were based on 10,769 other search terms. 3,658 of those 10,769 were variants of online networking.

Fewer than 500 of the 3,658 search terms were used to find my site more than one time. These search terms each occurred very infrequently, yet in aggregate they accounted for a great proportion of my visits.

The Long Tail of Social MediaThe long tail of the search refers precisely to this phenomenon.

Most searches are based on all sorts of low frequency keywords. See the diagram to the left in which the yellow region under the curve corresponds to the long tail.

The Long Tail of ROI

I spend several hours writing each post on my blog and another hour or so bookmarking and promoting it. My hope is that people will come read the article and subscribe. Just to keep things simple, consider subscribing to be my return-on-investment.

A couple of hundred people, more or less, will visit within a couple of days to read my piece. Some will comment, and some will subscribe.

As I mentioned above, my blog is search engine optimized. I receive more than 100 visitors daily just from search engines. Over time each individual article on the blog will be read by a handful of search visitors per day. That’s not a large number, but it eventually adds up.

That’s the long tail of ROI: The small number of residual daily visits and subscriptions eventually match or surpass the initial surge of visits and subscriptions when the article is first written and posted.

The Allure of Social Media for Marketing

There are many aspects of social media that are appealing. It’s free. It’s social. It’s far reaching. However, the long tail aspect of social media I’ve described makes it especially attractive to savvy marketers.

Well written and keyword researched content remains online indefinitely and attracts an enormous number of search engine visits over time, a benefit not enjoyed using other media.

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Larry BraunerLet’s face it. Few people are writers. Even fewer are thought leaders or guru types.

What can a “regular” marketer do to stand out and make a strong impression in the social media space?

What if You’re Not a Thought Leader?

Thought leadership is probably not as important in social marketing as is keen interest and enthusiasm.

Certainly some degree of expertise in your niche is desirable and, as I indicated in The 80/20 Rule is readily attainable. However, what you feel about your product, service or brand may be as or more important than what you know.

Several months ago, a close friend suggested that I offer to help one of the U.S. political parties with their social media campaigns.

After serious consideration I decided against it. While I possessed the knowledge I would need to succeed, I was not aligned with that party’s views. Therefore my heart wouldn’t be in the right place to do the top notch work that would be required.

If you enjoy a subject and communicate confidently about it, people will respond favorably.

What if You’re Not a Writer?

Let’s suppose that you don’t write and don’t want to start. What can you do?

Here are a few options:

  • If you have a sizable business, you’ll have a person or a department to do the writing for you. Problem solved.
  • If you’re a small business or working on your own, outsourcing is an important option. You can hire a writer such as Ivo Jackson to develop your content or a virtual assistant such as Denise Griffitts to do all sorts of creative and technical things that you can’t or don’t want to do yourself.
  • On Twitter you can make small talk, post links to interesting content and “retweet” other people’s messages. I have written numerous articles on Twitter. Connect with me @larrybrauner.
  • You can use videos instead of text to spread your message. On YouTube you can create your own video blogs, and if you can sing like Susan Boyle, the sky’s the limit.
  • If none of these ideas work for you, you can use your voice and the voices of others. On Blog Talk Radio you can create your own Internet-based talk radio show blog.

Above all be authentic. As I’ve said before, social media marketing is about people, not companies or products.

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Larry BraunerSocial media marketing requires a markedly different mindset than traditional print, broadcast and direct mail marketing — or even PPC or e-zine marketing that use online media.

Marketing Paradigm Shift

Social marketing is not so much about lead development and customer acquisition as it is about brand development, relationship and community building.

Of course social marketers want to generate sales. That’s a given. However, the social marketing medium requires a new and more social approach to the whole marketing process.

Social Media Marketing Flow

Social marketing has its own characteristic flow. Strangers gradually become followers, friends and fans looking to engage with you.

They become increasingly receptive to your ideas and messages. Many eventually sell themselves on your products and services without your intervention. Others may require a little gentle persuasion.

Social media marketing is the art and science of using social media sites to create and nurture social marketing flow.

At the Core of Social Marketing

Social media sites offer the enabling technologies and infrastructure that define the social media marketing platform, but social marketing is centered around people, not around websites.

Furthermore, in social marketing it’s not companies but real people who communicate with people.

Personality, thought leadership, sensitivity, protocol and well-written content are social factors that foster relationship with your market and community participation. Think of social media marketing as charisma marketing.

A community in social media can be built around a blog, a group you start on a social site, or an independent online social network that you create.

The key is to use your personality and your content to give people in your target market compelling reasons to follow you online and to subscribe to your blogs or join your social networking sites.

Then you can speak to your new friends as a group as if they were sitting in your living room and leaning forward to make sure they catch your every word. You won’t need to use old media to yell.

Are you leaning forward?

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Larry Brauner

I’m not asking who owns social media content, although that’s an interesting question.

I am asking who’s responsible for your social media strategy and policy? Who determines your overall social media agenda?

If you’re on your own, and you’re promoting yourself, your ideas or your business, you presumably own your social media. The buck stops with you.

However, if you don’t don’t have a plan, perhaps your social media owns you. Your social media can own you whether you’re a one person show, or whether you’re a large enterprise employing many people.

Ownership is more than simply calling the shots. It’s setting objectives, formulating strategies, devising plans and implementing them. Neglect taking responsibility for these activities, and the likely outcome will be total chaos.

If you’re on your own, you now know that you must develop a sound plan, but what if you’re a large organization? Who will own social media in your organization? Who else will participate in social media?

Here are some possibilities:

  • Marketing is a likely choice for social media ownership, since marketing typically owns traditional media and is the department most likely to turn social media into a money making proposition. In addition, social media is a good branding tool, and marketing ought to understand and own the branding process.
  • Public Relations is another possibility, since PR regularly uses media to communicate with shareholders and the general public. In a business that does little marketing through media, such as one that sells only to government agencies, PR might be a good choice to guide social media strategy and policy.
  • Human Resources can use social media to communicate with employees and must help enforce internal social media policy.
  • Information Technology can use social media to collaborate and manage work flow. Moreover, social media use can expose the company network to additional risks.  IT maintains network security and protects both the company and individual computer users from hackers, viruses and malware.
  • Knowledge Management, and Engineering can use social media to compile knowledge, collaborate and manage work flow.
  • Legal must help Marketing, PR and HR determine what they can and cannot say on websites and in other communications.

I’ve discussed the basic issues surrounding social media ownership. However, I’ve purposely ignored such factors as inexperience, skepticism, company politics, red tape, inertia, denial and whatever else may get in the way of implementing a successful social media plan.

An article that covered these issues in any detail would be too long and much too depressing for both of us, but please do read Top 10 Social Marketing Challenges.

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