My online friend John Cavanaugh’s recent post got me thinking about the hot rivalry between new school vs. old school marketing. We all know those feel good buzz words like transparency, conversation and engagement, but I question their truth in meaning in the online world. I am realizing that the new way of marketing is not as different from the old way as we are often led to believe. It all depends on your perspective and your approach.

Putting a business out there with a blog and on Facebook and Twitter is a good thing. It allows consumers to at least feel like the company is accessible, but does it really offer that transparency that everyone says is so essential? I think it’s more like translucence. No company is going to be completely transparent. Most companies and organizations highly monitor their Facebook posts, blog posts and Twitter feeds. They are most often manned by PR, marketing, communications or customer service people within the organization. In other words, trained professionals well-versed in the company’s mission, style, philosophy and message. These people are in fact crafting their posts to serve the best interest of the company. You know, just like advertising, only folksier.

I submit that social media usage by business is simply a newer form of advertising. Let’s face it, a Facebook page is designed to generate interest in and attention to a brand (just like advertising), with the added bonus of actually hearing and seeing what people are saying about you (just like focus groups). The point of a business gaining fans, followers and subscribers may seem like it’s about building a “community,” but when it gets right down to the core, it’s about getting a following of existing or potential customers to like your brand, with the end goal of selling whatever it is that you are selling to them (just like advertising). It’s a powerful way to get consumers to try your Kool-aid, like it, then buy it (just like handing out free samples in the grocery store). The more fans, followers and subscribers you get, the more people start talking about your brand or business around the web, which in turn builds brand awareness (just like advertising).

So I propose that we stop the bickering between the new school and the old school and realize that we’re not as different as we may think. I suggest we stop using the word “transparent,” adopt the more accurate word “translucent” instead, and just feel hopeful that businesses can no longer get away with being opaque.

You all know the scene: Dorothy and her three friends return to Oz with the broom in hand after a harrowing near-death experience dealing with the witch and all those flying monkeys, only to have Toto pull back the curtain and expose the wizard as the charlatan that he truly was. In our world filled with online gurus of all types and sizes popping up on Twitter, LinkedIn and the Internet in general, it’s important for businesses to know how to smell the difference between the real deal and a faker. With the ease of self-promotion that comes with using the Internet also comes the ease for anyone to claim guru status in order to try to win business.

Here are a few red flags and tips on how to be sure that you are working with someone who knows what they are doing:

Using the word “guru” to describe oneself
In its original form, guru was not a self-proclaimed title. It was something bestowed upon a religious leader who was thought to have power, knowledge and insight into God to guide followers from the darkness of ignorance to the light of knowledge. I don’t think they were talking about Twitter followers. If anyone describes themselves as a guru in their bio, I suggest running the other way.

Is the walk the same as the talk?
I came across a blog the other day that is a great illustration of this point. Calling this site a blog really was a bit of a stretch because there were only a few entries over the course of several months and they all were brief announcements promoting speaking engagements this person had lined up to impart his wisdom on how to build business through the use of blogging and social networking. The only problem was that right next to the post was that little blue box announcing that he had 4 feed subscribers and a little blue bird announcing that he had 58 followers on Twitter. None of his posts had comments or Re-Tweets. Looking at his Twitter feed, all his Tweets were link backs to his “posts” on his blog promoting his speaking engagements. Now would you trust that this guy holds any wisdom regarding how to build business through social media? Don’t think too long on that one.

That’s what Google is for….
It may sound obvious, but Google search the person’s name or business and take a look at the results. Hop on LinkedIn and take a look at the profile. See what the person’s credentials are or what he or she has done in the past. You can tell a lot about a person with a couple of clicks.

The proof is in the pudding
On the Internet people can claim to be a writers, designers, social media specialists, web designers, or business advisors. Heck, some people even claim to be 16-year-old girls but turn out to be 50-year-old men. It’s up to you to know for sure with whom you are dealing. Ask to see a portfolio of work or references from previous clients. If the only thing a supposed marketing guru has ever marketed is the marketing of his or her own marketing guru-ness, then beware. You be the judge.

You get what you pay for
To a certain degree, this statement is absolutely true. It’s not necessarily true that the more expensive someone is, the better, but I can guarantee you that anyone who is willing to write some copy for you for $20, design a logo for you on spec, or suggest a tag line for your business for free on LinkedIn is not going to be providing you with great results. Pay fast food salary (or no salary at all) and you’re guaranteed to get work at the caliber of a squished hamburger and floppy fries or less. Do a little research to find out what the going rate is for high quality work and negotiate from there.

Size doesn’t always matter
With crafty methods of getting more followers on Twitter, don’t always think that the more followers someone has guarantees a higher level of expertise. I actually get the opposite feeling sometimes when someone has an exorbitant number of followers…it makes me think SPAM. Remember, Charles Manson had a lot of followers too.

Money, that’s what I want
Another red flag is the use and overuse of the dollar sign and images of piles of money on someone’s Twitter background, blog or website. If money is the primary concern of the message, then losing yours should be your primary concern.

Finding great talented people to accomplish what you need help with is actually pretty simple. When you are looking to hire someone to work on a project for you, use common sense. Do your homework, understand the going rate and maybe most importantly, trust your instincts.

There are a lot of people talking online these days about the importance of injecting personal information into your blog. Although I completely agree that you have to show who you are as a person to your readership in order make a connection and create loyal readers, I think the level of personal exposure completely depends on the type of blog you have and where you draw your line personally.

If it’s a business related blog and it’s connected to a business of providing professional services or products, then I think there’s a line that shouldn’t be crossed. Your business blog should offer your personality through occasional anecdotes and snippets of personal experiences as they are relevant to your viewpoint. On the other hand, if it’s a blog about a personal journey as a parent, cancer survivor, traveler or any other “journal” type blog, then revealing more intimate information would be appropriate and relevant.

In both cases it’s important to establish boundaries that are right for you. It’s also important to remember that anyone with a computer has the potential to read what you write, which on one level is an exciting thought and on another is kind of a creepy thought. I think some people tend to reveal a bit too much information, almost forgetting that, although they may have a core group of readers that may “know” them, they are also revealing themselves to the entire blogosphere, including the good, the bad, and the creepy. We all know this to be true, but sometimes tend to forget while we are interacting with our circle of blogging friends. You wouldn’t hang your underwear out to dry on the sidewalk in front of your house or set up a speaker system so everyone in the neighborhood can hear the personal discussions you have inside your own home. The same should be true of your blog.

On the other side, a blog is not a white paper. Factual information is a good thing on a business related blog, but the person behind the blog needs to be revealed at least to some extent. Readers want to know that there is a real person behind a words, not just a machine or committee producing a factual, well researched report or crafted corporate speak. I think it’s important to know the difference between walking the line and crossing the line and being able find that magic spot that works for you.

On this blog, I do reveal things about my life to my readers, but only when it’s relevant to what I am writing about. I think most of my regular readers know about my right brain tendencies and my creative entrepreneurial approach to looking at things. They know that I am married to a designer and know we have an 11-year-old son. They know that I go to the flea market on Sundays looking for cool old stuff. They know that I used to watch the Jetsons when I was a kid and that I’m a huge fan of Dr. Seuss. But more importantly, I think they get to know me through my perspective on the various topics I write about. Your personal qualities should show through when you write, even some of your more imperfect human ones. Being a human is a good thing.

I’ve been noticing a bit of a trend lately with building community in the online world. It seems that some people believe that community is something that can be attained though purchase, either by cash, free merchandise or other means of artificial manufacturing. Whether it’s T.G.I. Friday’s recent free burger campaign or brands creating their name as a trending topic on Twitter by offering free merchandise, these methods may gain temporary attention, but most likely won’t create lasting loyalty, relationships or community.

Cash for Comments

One example of this trend recently came to my attention on the site Blogging for a Living. A post appeared there on Thursday that stated they are giving away cash as a reward to the person who leaves the most comments on their blog during the month of October, in an effort to rebuild a damaged community. Apparently, the blog used to have tremendous traffic, but a few bad apples with negative attitudes scared away the established community and hurt the reputation of the blog. Although I can sympathize, I don’t think a community can be bought back with the chance of winning a $50 prize for comments that are unlikely to have substance to them. After all, it’s clear that the motivating factor for the reader in this case would be the cash, not community building.

Focus on the Meaning of Community

According to the New Oxford American Dictionary, community is: “a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.” It’s important to keep that in mind when establishing a community. It’s the commonality, that sense of relating to what is being said, or an opportunity to express and share ideas or gain insight and opportunities that keeps people coming back.

Finding a Solution That’s Right for Your Community

If your blog’s focus is on finding and giving away great products or passing on savings, then material giveaways are relevant to your community, because your community would naturally consist of people who are looking for giveaways or savings. That is the common interest or goal.

If your blog, for example, is intended to serve as a community for freelance writers, then the “giveaway” should be information, resources, opportunities, advice and commentary relevant to your community of writers. Everyone needs money, that’s true. Everyone enjoys getting free stuff, that’s also true. But if you have lost your community, then you have to earn it back, not buy it back.

How to build or re-build community in a meaningful way is the challenge. Maybe re-branding is in order; starting fresh to show your community that things have changed or providing an opportunity to engage a new group of people. Maybe inviting and promoting well-respected guest bloggers who share in the same community could help both your audience and theirs. Maybe inviting your readers to comment with suggestions on what they want from your blog would demonstrate your commitment to serving them and that you want them to be part of the process. Ask them why they left and what can you do to bring them back. Taking a hard look at what you do, how it could improve and having the willingness to change is key to evolution and growth in community building as well as brand building.

What is your key to community building?

This has been brewing in my head for a while, and to be honest, I’ve been a little hesitant to write about it, but when I saw the description of the session that Chris Brogan is going to be leading at IZEAFEST, I decided (after some advice from a few folks at Copyblogger) to speak my mind. Now,  I have no idea who wrote the description, but regardless of whether Brogan wrote it himself or someone wrote it for him,  it really rubbed me the wrong way. I know Chris Brogan is a “Trust Agent” and all, and maybe it’s supposed to be funny or edgy or something, but I find it simply arrogant, complete with the intense close up photo of Brogan looking like an angry daddy about to tell the kids to go to their room.

Here’s the copy from the site:

“If you’re dipping your toe into social media, blogging, and all the other tools related to content marketing, either ‘jump in or get the Hell outta my water!’
Businesses are ready NOW, and they want professional treatment in bridging the gap between how they USED to do online marketing and advertising and how they will in the coming months.
Join Chris Brogan for a cuss-out, and a set of next steps to take home to your teams.”

This bothers me on multiple levels:

1. “If you’re dipping your toe into social media, blogging, and all the other tools related to content marketing, either ‘jump in or get the Hell outta my water!’”…Excuse me, but whose water is it that people are supposed to either jump into or get the hell out of?  The last time I checked, no one actually owned the vast ocean that we call social media.
2. “Businesses are ready NOW and they want professional treatment” …This implies that they are ready but everyone except for Chris Brogan is not prepared now to guide them or treat them professionally.
3. “Join Chris Brogan for a cuss-out” ….Hmm, I don’t know about you, but I wouldn’t spend a sizable chunk of change to attend a conference to be cussed out by a Trust Agent.
4. “a set of steps to take home to your teams” …. Let’s all hope that everyone there takes copious notes so that they can all follow Chris Brogan’s steps to success. Everyone has his or her own way of working and thinking. What works for one doesn’t necessarily work for all.

I had been a subscriber to Brogan’s blog, but the straw that broke it for me was a recent post of his that detailed the minutiae of his day, right down to what he ate for breakfast. There are people who apparently care about that, because he got many comments and RTs for that post, exclaiming amazement at just how busy he is, but instead of impressing me or building trust in me, it had the opposite effect and I unsubscribed.

Arrogance is very unappealing to me. I have never been one to blindly follow or believe everything I hear, even if it is from an expert. I don’t think anyone should. I listen to all kinds of people, all kinds of ideas and take a wide range of thinking into consideration when I form my opinions and methods of doing things. But in my opinion this time, arrogance does not build trust or respect. What do you think?

screen shot from izeafest.com

Not to date myself here, but I started writing before SEO was part of modern vocabulary. I learned to write with conviction and clarity, to creatively communicate meaning, and to carefully choose words that would draw in a human reader rather than attract a robot. I learned the craft of writing as an art, not a science.

Writing has changed now with the desire to have a strong online presence and to show up first in a Google search or on Digg’s front page. Writing, at least the online sort, seems to have taken a turn for the science, often abandoning the art. Don’t get me wrong, I understand the importance of SEO in online content, but it seems that SEO has become of primary concern in most online writing. There are an overabundance of SEO keyword dense headlines and articles floating around out there, and it always seems so obvious which are written with SEO as the primary goal.

Keyword driven headlines and content may be search friendly, but when they show up in a search, are they compelling enough for a human to respond, click and read? Or does that not matter anymore? Copyblogger recently posted an article by Dave Navarro about the importance of headlines. In the article, it was stated that, “it’s well known that many Digg users vote on articles based on article titles and descriptions without ever actually reading the stories.” I find it a little disheartening that people aren’t reading content anymore, just headlines. If this is true, does this mean that the written word, the actual meaning the words has taken a backseat to searchable terms?

The creative soul that I am can’t help but want to make a pretty sentence that a human might read and respond to. I admittedly spend way too much time crafting and editing everything that I write. I have to consciously force the science in once the art is done. In my book, art comes first and science comes second. Just the same, the scientists among us also have to try to remember to bring art into their writing. Take the SEO formula and add a few swipes of a paintbrush to it, so it is compelling and appealing to humans as well as robots. I guess the trick is for the artists and the scientists to begin to mingle and mix it up a bit. You know, like in the old Reese’s Peanut Butter Cup commercial: you got peanut butter on my chocolate or you got chocolate in my peanut butter. Maybe art and science should rub up against each other a little bit more. When the two elements are put together in the right amounts, they can actually taste pretty good.

With many bloggers feeling pressured to post something daily or multiple times daily to maintain their level of engagement, I think content can begin to suffer. No matter how much of an expert or guru someone is, the stuff can start to get recycled, irrelevant, tiresome or forced and often a bit too rich with keywords. Getting these posts in my inbox a couple of times a day, even from a “thought leader,” starts to feel a little spammy.

I do get the concepts of interruption and engagement, but being interrupted by the same person several times a day crosses the line for me. It has, for me, actually created the opposite effect. I am finding myself disengaging with some of the engagers, and have recently unsubscribed to several blogs for this reason. I have decided that since I now know that these blogs are there, I’ll choose when I want to be interrupted to read what they have to say. I’m taking control of my inbox back from the invaders.

I am a true believer in quality over quantity any day. A post for posting sake (and you can usually tell which ones those are) is a waste of both the writer’s and the reader’s time. There have been a couple of posts I’ve read recently that talk about the panic of writer’s block. These posts have given numerous suggestions on what to do and how to find something to say, including recycling older posts. My advice: don’t say anything. Wait a day (or even two) until you make an observation about something or read something, or see something or have a fresh idea worth sharing. Squeezing out the words like a stubborn pimple is painful for the writer and for the reader. Wait a little until the words flow more easily. It will lead to a more successful post that will truly offer something valuable, rather than simply supplying more verbiage to fill someone’s inbox.

What’s your take on this? Do you think it’s essential to post daily or multiple times daily, or are you inclined to be more conservative about it and post when you are driven to by a thought or idea that you need to share?

Are you overwhelmed by information, or is it just me? Tweets and links , RSS feeds, newsletter subscriptions, LinkedIn group discussions and news, email blasts: the never-ending flow of messages and information is, at times, pretty hard to manage. With bloggers compelled to post daily or multiple times daily, and everyone trying to bring attention to what they are doing and saying, and the infinite array of tweets and messages, I’m beginning to wonder if it is just contributing to information overload and internet pollution? It’s so noisy out there, that I sometimes find it hard to concentrate, wasting time just sorting through to find the useful stuff.

Because the pharmaceuticals have not yet been developed, I’ve decided to take matters into my own hands. (Although, apparently therapists are starting to jump on the internet addiction treatment bandwagon.) My simple solution: I’m going to sit down and really go through all my subscriptions and whittle it down to just a few core blogs, groups and newsletters that I really rely on for information, inspiration or entertainment. Others, I’ll check on periodically when I have time, but I’m finding it so distracting and difficult to be productive when I have so much information and messaging constantly bombarding me throughout my day. Tell me, how do you manage all of your incoming information? (And after you do that, make sure you retweet and subscribe to my blog ; )

A little over a year ago, I pitched Babble.com to review some children’s shoes. I sent a friendly introductory email with a link to the company’s website, some background information and a couple of jpeg images. I mentioned that if they were interested in reviewing the product, I would be happy to send a sample for them to try out first hand. I heard nothing. After a few days, I followed up with another email and again, got no response. No problem, I figured that they just weren’t interested. So I moved on.

A couple of weeks later, I noticed hits on the company website coming from Babble. “Hmm”, I thought, “that’s strange.” So I went to the blog and found a very snarky “review” stating that the shoes were scary and would frighten children. It also included a mocking rewrite of some of the copy from the company website suited to what the blogger’s opinion of the brand was. Now, I have no problem with people expressing an opinion, be it negative or positive, but what got me riled was that these statements were made without ever having the product in person to show to a child and actually see what the response of a child would be. As it turned out, the negativity backfired when fans of the brand went to the blog post and countered the unfounded negative comments with real life positive comments saying that, actually, their kids just love the shoes so much that the kids don’t want to take them off. I have to say that I did feel vindicated.

Fast-forward to a year later, the brand has grown in popularity and people are talking about it all over the Internet. Guess who I hear from? Another writer from Babble replying to my year-old original pitch asking me to send her a pair of the shoes because “we” (meaning the blog) just love them and would be happy to have the opportunity to review them. She was apparently completely unaware of the previous post from a year earlier. Oops, I responded, your blog already did a review without having a pair of the shoes in hand and I attached a link to the post. Although this was a prominent blog that everyone apparently wants to have placement on, I told the blogger, no thank you, I’ll pass.

Two lessons to be learned here:
1. If you are blogger and you are going to review a product, then it’s usually customary to actually have the product to try it, use it, and see what the response is. Write the truth, negative or positive, but don’t just make it up. It’s like a movie critic reviewing a film without ever seeing it or a food critic commenting on food without tasting it.
2. If you write for a blog that features multiple writers, then do a search on your blog first before pitching. Find out if the blog has already written about the brand you want to pitch. Know what has or hasn’t been said. It’s like being a journalist; you know, check the facts and do a little research first!

photo by Cheryl Andonian

For anyone who spends any amount of time working online, it doesn’t take long to realize that there is a social media elite, the who’s who of bloggers and social media mavens that many in the blogosphere turn to for direction, instruction and advice.  I have spent countless hours reading what some of the go-to people have to say, and much of it has been extremely useful. I have learned a lot and have had the opportunity to put in my two cents through comments on their blogs, and well as writing my own commentary on my blog.  The so-called “thought leaders” of social media have quite a flock that follows their every word.

I do find that the term “thought leader” a little disturbing, with somewhat Orwellian undertones.  To me, it implies that there is an inner circle that needs to lead all others in how they should or shouldn’t think. Experience can produce knowledge, but sometimes it can also produce a closed mindedness and a sense of ownership and entitlement. I would suggest that what others outside of the elite circle can bring to the table is innovation.  Sometimes those that don’t have as much experience or that are coming in from the outside have the ability to view things with open eyes. They don’t have those preconceived notions about what should or shouldn’t be done. Those that have set the rules and would like to let all others know what those rules are and how they should be followed should listen a little more carefully to what outsiders or lesser-experienced people have to say.  The so-called thought leaders may feel like social media methodology is their baby, but the baby eventually grows up and starts dating.

This applies to any field, not just social media.  I got into a discussion with my son’s teacher last year, and I was trying to make a point to get him to look at something in a different light than what he was used to.  His response to me was “I’ve been doing this for thirty years.”  And that was that, discussion over. That statement was enough of an explanation for him to me as to why he didn’t have to listen to my perspective. Well, thirty years ago, teaching was different, school was different and kids were different. We have to be able to keep our minds open to listen to those who may be from outside, but may be able to offer a fresh outlook or a new way of doing things that could be just as valid (or more) as a well worn methodology.   An outsider’s view can sometimes shed new light onto something that otherwise, if you are too close, you cannot even see.

Social media is a relatively new concept.  It is ever-changing and evolving rapidly.  The rules, technology and methods change and mutate.  Read what others have to say, whether they are the “thought leaders” or not, insiders or not. Take what you can use or relate to and discard the rest (or even better, throw in your own comments), but don’t discount or accept anyone’s opinion based on his or her popularity, name recognition, or subscriber or follower count.  Don’t always take the safest route; let your own brain be your thought leader.