A hoax warning on Facebook tied nicely into a workshop I've been working on regarding internet safety. The warning came from one of the pet rescue pages, and was a warning about a nasty Halloween hoax regarding Pitt Bulls - a "Kill Pitt Bull Day." The pet rescue site administrator wisely referred to Snopes.com, which is one of the best places to check out the accuracy of internet stories. The warning in question can be found at http://www.snopes.com/critters/cruelty/pitbull.asp.
Hoaxes have been around since the beginning of communication, with many of them forming the base of urban legends, which are now studied as part of folklore. Of course the speed that hoaxes spread has increased from months to hours with email, and now minutes with social media. Nor is it just hoaxes, but information that has been scrambled in the transmission or context. Some of these stories make it to the news, radio or TV, and make it seem that the internet is a frightening place; bogged in misinformation and pit falls for the unwary. This leads to many individuals being terrified to use social media, or even the internet. And yet, hoaxes and misinformation does get spread, and it is not all done by malicious individuals. The one true statement that can be made of the internet, and particularly social media, is that people mainly skim text. They only read in depth if the material is of great interest. Of course, when you skim material you don't always catch the full meaning. This holds true for photos and the partial context of Facebook, or Twitter. We see something that looks "neat" and go sharing it on. This also holds true for email. Lately there have been many emails that come through appearing to be from Facebook and Linked, or financial institutions. Granted internet users are savvy about such spam, but many people aren't. Then they get burned, and in turn, frightened. What all of this comes down to is being internet "savvy." Take that extra second to see what a post is really about, or if a email doesn't look right, and if you still are questioning its validity - check on http://www.snopes.com. They are still one of the best sources about the truth of internet stories.
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Some days it doesn't take much to get my brain off on strange wanderings. In this case I spotted a pretty book on the Barnes and Noble bargain table, the title of which was The Blind Contessa's New Machine, by Carey Wallace. This turned out to be a novel based on a historical truth; it was about the relationship between Italian inventor, Pellegrino Turri, and Countess Carolina Fantoni da Fivizzano, who was blind. In 1808 he invented a typing machine. According to The Classic Typewriter Page there are still samples of the Contessa's letters in existence.
Now what does this have to do with social media marketing? Probably not a whole lot, though they both share a few commonalities. The most obvious is that they both are a means of communication, but even more powerfully, they both are inventions that have radically shaped communications. And they both started out as a frippery - a novelty. We have always been looking for easier ways to communicate, and so efforts had been made since before 1714 to create some form of typing machine, but it wasn't until 1873 that the the Sholes & Glidden Type Writer typewriter began production. The machine came to America in 1874, and Christopher L. Sholes invented the QWERTY keyboard for them. The early machines, not surprisingly, were expensive for the day - $100.00. And that is another difference with social media, since it is for the most part free. The main expense is the device to access it, and that can be everything for a computer to your cell phone. When you think about it, the typewriter, even the expensive ones, opened up personal printing for people. They didn't have to go to a printer to have basic items done, and the material was more easily read, as opposed to handwritten. In the twentieth century the typewriter became the tool of the office. Social media has expanded the reach for people around the globe; it is not as limited as a email list, and more interactive than a website. So it is now, too, a tool that businesses are beginning to turn to, since it gives them a much broader audience. These are but two cases in the history of inventions, but history's hindsight allows us to smile at the reactions people had to new inventions. Inventions that become part of our everyday lives. I'm sure most remember playing "Telephone" (or "Chinese Whispers"). What was said at the beginning never was what heard at the end. And the same can be said of quotes on the internet.
To be truthful it wasn't until I became a social media specialist that I had really thought about quotes. Occasionally one might catch my attention, but usually they slide right on past me. And even after I started White Fox Social Media my main interaction with these pearls of wisdom was to find appropriate ones for my clients' Twitter accounts. While they get used sparingly they are handy to enhance clients' Twitter presence by having a quote that ties into their philosophy. Recently, though, I came across a book edited by Nick Mamatas, entitled, Quotes Every Man Should Know, which raises the question about quotes from the internet. Via the internet you can find a quote for just about every topic, but are they attributed to the correct person? Or, is the quote even accurate anymore? Despite having copy and paste tools popular quotes become distorted with re-typing, or a too-quick reading, and over time become changed. Or attributed to someone else. And while it doesn't sound like a big issue - there are many people who love to catch these little "opps" of the internet, and you don't want your business to be the one that gets the finger pointed at them. Needless to say I came home with both Quotes Every Man Should Know, and The Harper Book of Quotes. In every business "how to book" and seminar one of the main emphasize is networking, and it is accepted as common sense that to build your business you have to know a range of people. Sometimes these are people you meet at networking groups. Sometimes it is an acquaintance you meet at the grocery store. And it is a solid practice. A practice that hold true for your Facebook, Google +, Linkedin, and Twitter interactions. And even Pinterest - "pinning" makes a difference too. When you "like," "follow," "connect," or "create a circle" another site, or customer, you begin to get their postings in your "newsfeed." Your newsfeed is usually found in your "home" on most of the platforms. However, what you see in your newsfeed is not, at that point, showing up on your public profile. This holds true for either personal, or business, pages; both of which have "home" icons and newsfeeds. Those postings in your newsfeeds offer a wonderful chance to help out your business associates and clients. As you read through your newsfeeds you can also share or retweet your colleagues' postings, and with this you help broaden their visibility. And remember, if you are pleased with their business - add a comment, or recommend them. So, when you go out to post, keep your business friends in mind, and help them out. It not only will help strengthen their web presence, but yours' too. "'Like' us!" "'Follow us!'" "'Friend' us!" More often than not we take "likes," "friends," "follows," "sharing," "retweets," and "endorsements" for granted; requests for them happen so often that they become background noise. Or an annoyance. For a business page, however, they form part of the life blood of the media interaction, particularly since search engines are more heavily tracking social media traffic. What most don't realize is how thrilling a "like" or a "follow" can be to a business starting off into the strange world of social media. And comments of satisfied customers can make a owner's whole day. In truth, this holds true for most small businesses and their social media accounts. Activity means that people are staying aware of the business and their services. Yet with the demands of keeping up with their own media platforms businesses sometimes it is easy to forget to return the favor for their customers. For business to business relations "liking" a customer's page helps build activity for both, and to take that a step further - sharing posts between pages really helps. And it goes beyond that too; by keeping up with clients' pages, personal or business, you learn what is important to them. Plus you learn where you can help - whether as a business or as a person, by supporting their favorite causes. So when you are out posting to your own social media sites make sure to look in on your clients'. Like their pages. Endorse their talents. And share generously! Whether presenting to an a live audience, or via the power of a digital medium, a well-told story matters. A well-crafted story builds connections, and begins the process of trust.
It has been said, to the point of cliche, that we are being bombarded with information, and even if it is a cliche it is also true. Everyone, particularly every business, wants our attention. And yet, conversely, despite the flood tide of information and marketing that the digital age has brought about, it has also been said that that it can bring businesses and customers closer together. This is particularly true for local businesses, with a target market of their hometown, and the surrounding areas. The local business that makes effective use of social media is able to have a better feel for their clients, and the clients feel that they have a say. So how do stories factor in? In order to create a environment for client loyalty the business, and its owner, need to present a powerful tale about that business. What was the spark for the beginning? Who are the people that have made it grow? What is the driving focus and belief? And equally important, how have the company, and their staff, supported the community? The key to the story's power is that the presenter needs to be honest in their tale. The message has to be authentic, because the audience, the clients, know in their gut when the tale is a sham. They know when they are just being given what the teller thinks they want to hear. It has also been said that good storyteller, or a good writer, needs to "show - not tell" when creating their story. Businesses can do this by alerting their clients to stories about how they are part of the community, or about how they went beyond for a customer. The businesses also need to be consistent in telling their tale - it cannot be only once in a while. For a company's social media strategy this is not one short tale, but must be considered like an epic - a powerful tale told over many, many days. A tale told with variety and creativity. Recently I realized that I had been rather spoiled by the quality of service that Microwebb Software provided, and because of that I will unabashedly give them a salute. What brought this realization was hearing how many business owners were not really sure about the companies they had hired to do search engine optimization. With MicroWebb Software I learned about the process, and what I was paying for.
Unfortunately search engine optimization is not the only area where otherwise savvy business owners take a leap of faith. This also holds true when it comes to their websites and social media platforms. A lot of this stems from the fact that computers and the internet can be intimidating, but indispensable. Business owners have been told that both websites, and social media, is now needed for modern marketing, and so the owners, sometimes reluctantly, have a website built. Then, perhaps, they enter the realm of social media. Of course, with larger companies they can hire someone to handle all of the intricacies, and the rest of the staff can stay focused on the real work. For the small to mid-sized business owners, however, they first tackle the large investment of hiring someone to create their website, and when the site is done they are willing to let it "do its thing." Then they may turn their attention to Facebook and Twitter, but often they cannot see much purpose to the exercise. And after a while the owners are approached and told that their website needs something called "search engine optimization." It sounds necessary, and much like was done with the original website, the owners hire someone to deal with the mystery. Where all of this is leading is a suggestion for a checklist that every business owner should keep. The realm of the internet, and web-based marketing, is speeding up, and this information is becoming indispensable. 1. Keep your web designer's name and contact information handy so they can keep your site updated with social media icons, and links for blogs. 2. The name of the company who did your search engine optimization so that you know what their package included. You will end up having more questions, such as, "Does it include handling social media marketing too? 3. Keep a list of your user names and passwords to your social media sites. What once appeared to be frivolous is now becoming a vital part of your marketing strategy. Take nothing for granted. Even if you don't really want to deal with it - keep the information at hand!! The other afternoon I was reminded why so many think of social media as "fluffy."
Sometimes it is hard to remember that social media is a powerful tool when your personal newsfeed is deluged with others' games updates, and photos of home meals. (And I will apologize in advance to all friends who are sending the above in the name of sharing. I do appreciate the spirit of fellowship behind it; even if I don't understand the result). However, this is not a rant about "fluffiness," because amongst the games and the dinners were other reminders - reminders of the true power of social media. The power to give voice to those who are normally voiceless. A year ago one of my friends shared a video about a rescued dog named, Patrick. The video was heart rending as it showed a horrible emaciated young Pit Bull, which had been saved from a trash bin. Fortunately the dog, named Patrick, since he was found near St. Patrick's Day, was taken to a veterinary hospital, and from there the world began to follow the story of his recovery. Later the feed became known as the Patrick Miracle, and this formed the base for other rescue efforts. And from the updated feed I began following Chance's story from Bark N' Rest, which is a wonderful foster home for aged, and disabled, dogs. Chance is a young dog that was born with severe neurological problems, and who continues to be a inspiration as he continues to be a puppy - despite all of his many disabilities. Over that year I watched a vast weave of connections form - not only in the U. S., but across the globe - as individuals focused on giving voice to the animals that were in need. I do realize that this type of rescue work was going on long before I came upon Patrick, and that such social media networks are doing similar work for many other causes. However, this is just a tale of when my eyes were opened to those connections, and even though I am in the social media marketing business I want to acknowledge the people who are making use of social media's power to help those without voices. I am adding links to some sites I have found that offer suggestions for using social media to help animal resuce: Animal Shelter Tips. Social Media 101 for Shelters and Rescue Groups Maddie's Fund As a professional storyteller I have become used to the standard response to my profession...... "Do you tell in pre-schools?" At this point I usually give my little elevator history lesson about how storytelling is a very old performing art, which can provide entertainment for all ages. I usually place a particular emphasis how folk stories, from the world's cultures, cover pretty much all of the human condition. When I started my new business, White Fox Social Media, I made the mistake of assuming that this was an occupation that was fairly self-explanatory. So I was particularly surprised by the bemused reaction of many of my friends. And then I learned that there was also a second, consistent, reaction that came from business associates. My friends, at the point I've declared, "I've gone into social media marketing," give me a incredulous look. Followed by an, "Oh." And by both look and tone they make it clear that I have said the equivalent of, "I have decided to re-create the Pyramid of Giza out of fluff bunnies." Reactions are better when I mention this new occupation to business associates, since they are very aware of the power of social media in their marketing strategy. In many cases, though, it is apparent that they view the multiple needs of social media as akin to grappling a giant squid. So now I am developing two new elevator speeches. One for my friends about how social media has evolved to play a vital role in marketing. And one for my business associates to explain that the giant squid can be handled - one tentacle at a time. I have been "nominated," and accepted, to become a MDA Jailbird for the August 6th, 2013, MDA Lockup. And since it's at Scheels, Winston, my loyal coonhound will be coming with me. He loves going there, and loves the company, and hopefully more will want him out of jail. I figure he'll be much more popular than me - he really knows how to turn on the charm. So, if anyone is interested in bailing us out, please go to: http://www2.mda.org/site/PageServer?pagename=LU_Landing, and do a "Find Jailbird" for Cathy Mosley!!!!! |
Cathy Mosley
Cathy Mosley brings her 26 years of storytelling and writing experience to the realm of Social Media. To help small businesses. Archives
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