Archive for September, 2010

5 Easy Ways To Build Your Digital Reputation

Wednesday, September 22nd, 2010

By Fauzia Burke

Social media has given us great ways to protect and build our digital reputations. Today we have the ease of searching conversations, the ability to set alerts to help us monitor our names, the constant availability of learning opportunities and more ways to communicate and interact with others. All of these tools, which were not available just a few years ago, now make it possible for us to be proactive in maintaining, building and protecting our good name. Here are five easy ways to do just that:

#1 Set Goals
I am sure you have done this already, but just in case, first do a search on Google for your name in quotation marks. It is important to see what comes up on the first page. The first page of a google search result is precious real-estate. Then set up a simple spreadsheet so you can keep track of your digital footprint. Do a little research and spend some time collecting numbers. How many Facebook followers do you have? What kind of traffic do you get on your site? Once you have the numbers you can then decide on your goals.

Are you interested in growing the numbers of links/connections/followers or do you want more one-on-one engagement? Or are you more interested in getting retweets on Twitter (which, as Guy Kawasaki said recently is “now the sincerest form of flattery”). Once the goals are in place, track the results in the spreadsheet and adjust as needed.

#2 Learn
To accomplish any of these goals, you are going to need to learn. The new world of communication is moving quickly, which naturally lends itself to a couple of advantages. First, there is a lot of room for experimentation, so use your talents and skills to communicate in your own unique way. Second, this experimentation has led to collaboration, and smart people are sharing information all the time. Make sure you make time every day for “learning.” Look over sites and information to keep up with the developments in social media. Currently I am taking part in an online conference, called Social Media Success Summit 2010 and am learning a lot. And among the many sites I visit, one of my daily stops is: PR Daily News: Public Relations news and marketing in the age of social media.

#3 Develop Content
To communicate 24/7, which is now the expectation and the norm, you need to develop different types of content. Blogging is a great way to share your knowledge and collaborate with others. However, blogging can be a big undertaking. Blogging expert Denise Wakeman recommends that you blog 3 times a week. If that is a daunting task for you, try guest blogging on an established site or blog in your industry. Another way some of my clients have developed content is through books, ebooks, whitepapers, audio recordings, slide presentations and videos.

#4 Build Relationships
Building and maintaining relationships has never been easier. Those of us in sales and marketing have always known the value of relationship building, but now everyone needs to make it a priority. Make sure you have profiles on LinkedIn, and Facebook. Twitter is a fantastic source of information, and an excellent place to learn. People on Twitter are eager and happy to help each other. To get tips on effective communication on these sites, I look to Cindy Ratzlaff who has a daily video tip along with regular blog posts on her site. Social media is an excellent way to build relationships, but don’t forget the value of face to face meetings, phone calls, hand written notes, and emails. It’s good to focus on important clients and influencers, but leave room for the “accidental” connections. Social media networking can be serendipitous, you never know which person may lead you to a new connection or client.

#5 Monitor
Social media alerts (Google or Social Mention) are a great way to monitor your name and/or industry. If something important happens in your industry you’ll know about it and can comment. If someone says something positive, a thank you goes a long way. If there is negative chatter starting up around your name or company, alerts keep you on top of it and you can jump in and take care of things quickly. I also use Addictomatic which is a great site for big picture monitoring.

There are many tools and resources now that can help us to become better communicators and better guardians of our reputations. I know it is a big undertaking, but the question to ask yourself is: If you are not investing in yourself, why should anyone else?

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Between Seasons

Friday, September 17th, 2010

by Ken Ishii

As we wrap up our giant list of August projects, the team at FSB realizes summer’s heat wasn’t limited to just the outdoors. We now have a moment to breathe and reflect on campaigns that really hit the mark and boosted the visibility of our authors.

We had the incredible honor of working with some fantastic trendsetters and thought leaders recently. FSB took command of an intense rally of updates as Rebecca Costa was instrumental in weaving breaking news with content from her book, The Watchman’s Rattle. Kristan Higgins’ RITA award gave us plenty to blast the social media lines with. Carmine Gallo whose number two ranked book on Amazon Japan is back for an encore with Innovation Secrets of Steve Jobs. We paused to laugh up the hilarious creative content by John Stewart The Daily Show’s comics Kristen Schaal and Rich Blomquist celebrating their title, The Sexy Book of Sexy Sex. Throughout each campaign we kept close ties with our authors and their books which allowed us to find parallels between projects that could one day become pathways for client collaboration enabling each to pool communities and generate a greater buzz for all.

Digital is today’s standard. It’s no surprise that major news outlets have acted on their predictions about web popularity by shifting emphasis from traditional print to multimedia-rich Internet content. What is a welcome eye-opener is the rapid uptake of digital media by subscribers around the world. Online media is rapidly becoming the go-to choice for consuming current events. FSB took things a step further by delivering news such as Peter Miller’s features on CNN and The Washington Post, Silvana Nardone on ABC’s Good Morning America, and Rachel Simmons’ The New York Times story to the public through social media channels like Facebook and Twitter. Actively putting our authors front and center online saved readers from seeking stories themselves and guaranteed visibility for our authors. In the end, the resulting correlation between strong media placements and soaring Amazon sales ranks turned out to be no accident. Powerful campaigns and author participation turned profits every time.

Our fall lineup is shaping up to be an interesting one comprised of books spanning numerous categories both fiction and non-fiction. We’ve got our work cut out as Amazon’s ebook sales topping paper book announcement adds Kindle tracking to our trend watch and while social media usage continues to climb at record-breaking speeds. There’s no shortage of items on FSB President, Fauzia Burke’s plate this season either. Recently Fauzia has taken on the role of social media ambassador offering expert online network consultation to New York City’s premier book publishers. Additionally, Fauzia’s newly created Squidoo lens and Ezine article submissions have fortified her presence on the web in ways that can benefit our future clients.

Without a doubt, this summer offered us plenty of opportunities to learn and grow as a web influencer in an arena where many have yet to find their bearings. Our ability to keep up with the shape-shifting web publicity industry is something we are quite proud of and we’d pat ourselves on the back, but occasionally an author like Judith J. Wurtman, PhD of The Serotonin Power Diet will beat us to it with a warm note of appreciation. In the end, that’s what it’s all about.

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Looking for a Job? Throw Away Your Resume

Thursday, September 16th, 2010

By Fauzia Burke

As the needs of our clients increase and FSB expands to serve them better, I find myself looking to hire people. However, this year, my approach is very different. As we are working on branding authors on the web, I am looking for people who can demonstrate that they have the skills to help us market and publicize books in a new way, using social media and web technologies to communicate a story.

What I have found is that a resume is just not enough to get my attention. The job market is tough, for sure, and everyone is looking for an edge. My bold suggestion is that you pretend you don’t have a resume. Think, then, how would you get someone’s attention, how would you tell them your story? Rather than crossing your fingers and sending out a one-dimensional paper resume, I recommend that all job seekers use a variety of social media tools.

One way to stand out to potential employers is to develop a personal story and a personal brand. Today, your online personal brand is much more valuable than your resume.

Before you get started, like all branding campaigns, start with an analysis of your goals.

  1. Think about the following questions: What are my goals for generating income? Take time to meditate on the types of things that you enjoy doing, along with the unique set of skills that you possess. How can you parlay these specific talents and interests into landing a fulfilling job for yourself?
  2. Who am I? Easier asked than answered, of course, but this question will be presented in each and every interview you attend. ”Tell me about yourself.” Make sure that you are able to answer this question with your individual goals and aims in mind. Above all, be authentic, be YOU because there is no competition for YOU.
  3. How will my potential employers be able to verify my professional experience and references? Brainstorm about the ways in which you can communicate your assets to potential employers or clients. Maintaining a social media profile is a fantastic way to present your past work experience and professional connections to potential employers.

Here are some sites and services that can help you develop a three-dimensional resume and your personal brand.

LinkedIn
This site enables you to showcase your employment history, professional contacts, and endorsements from peers and clients. Potential employers want to see the extent of your commitment to an industry, as well as the level of respect that you have gained from colleagues and former bosses. Make sure you use a professional looking photo of yourself.

Blog
A blog is a great way to show off your expertise and comment on the latest news in your industry. Of course, your blog posts should be current, well-written and representative of your brand and goals in all ways.

Twitter
Your twitter feed allows potential employers to examine what sorts of things interest you and what sort of information you choose to share with your social network. Become a source of good information and resources for people. Make sure you follow the companies you’d like to work for.

Video/YouTube
Post videos of yourself on YouTube to give employers an idea of your presence and persona. If your personality is your greatest asset, why not show it off?

The idea behind developing an online brand is twofold: to spread the word about you — your story, experience, and your portfolio — and also to allow potential employers to verify your professional history — references, dates of employment, professional recognition. That said, the next time you apply for a job, don’t just forward your standard paper resume. Instead, attach a cover letter with links to your various profiles online. My advice is to replace that dated, one-dimensional resume and bring yourself to life with social media.

I would love to hear about the ways in which social media and personal branding has helped you secure a job or make connections with other professionals in your industry. Employers, have you ever hired someone that you found through the Web? Job seekers, how much time do you devote to maintaining your social media sites and pages?

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Book Blogger Appreciation Week Giveaway

Tuesday, September 14th, 2010

It’s Book Blogger Appreciation Week and once again we at FSB Associates would like to say thank you to all book bloggers for your support and promotion of our books and authors. The contributions you have made to the publishing industry are valued worldwide and readers of the 21st century have come to depend on book bloggers for passionate and insightful reviews of titles that wouldn’t have received the same attention without your hard work and dedication.

To extend our gratitude for your valued service, FSB is giving away a brand new Kindle to one lucky blogger residing in the US! Entry is simple. Look for our (#FSB ♥ #BBAW – RT/Follow @FSBAssociates if you’re a book blogger in the US for our Kindle #giveaway!) tweet that we are broadcasting on Twitter via @FSBAssociates. Retweet the message and become a follower of our feed to officially enter our giveaway. If you’re a book blogger and would like us to give you additional attention and visibility, please consider joining our directory of bloggers on FSBMedia.com.

Thank you again for your time and energy, and we look forward to working with you in the future!

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Serotonin Power Diet

Monday, September 13th, 2010

Serotonin Power Diet

by Ken Ishii

We recently wrapped up a campaign with the wonderful authors of The Serotonin Power Diet, Judith J. Wurtman, PhD, and Nina T. Frusztajer, MD. The diet outlined in the book is backed by true scientific findings and offers a much greater health reward beyond just losing weight. It was an incredible journey and learning experience for all of us and we thank you for your kind words of support:

“The visibility of our weight loss book was enhanced significantly through the strategies of FSB. Everyone was extremely generous with their time and patience in teaching us how to use the web as a marketing tool and their enthusiasm and encouragement certainly helped us persist in our efforts. We would not have had the visibility we do today without them” – Judith J. Wurtman, PhD

Praise for a job well done never gets old.

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Q&A with Fauzia

Friday, September 10th, 2010

by Ken Ishii

Before facing the challenges for themselves, many writers underestimate the difficulty of getting a book published. That’s where publishing expert and author Marcela Landres steps in. At the same time, those same writers often overlook the arduous task of book publicity and may be unfamiliar to major changes made to the game. That’s where FSB steps in.

Marcela featured Fauzia recently in an interview for her award-winning e-zine, Latinidad, that covers online book publicity and offers writers a chance to establish a stable online presence and a road map of what lies ahead.

Q: What are the advantages of online book publicity vs. traditional book publicity?

A: The Internet offers longevity. Web features and links are available to readers now, and new readers months and years from now. Like a snowball rolling down a hill, these features are able to grow thanks in large part to social media sites like Facebook and Twitter, which thrive on a constant flow of information. Unlike traditional publicity, such as advertising, TV appearances, print features, speaking engagements and radio interviews, all web features are linked directly to a bookseller or the author. This takes the potential reader from a place of “liking” the book to buying the book with one click of a mouse.

Today’s readers are tech savvy, resourceful, and have higher expectations of publishers and authors. Online book publicity allows these readers to get the information they need immediately and to share that information with their own social network. Nowadays, readers don’t just buy a book, they want to receive a community with their book. The bottom line is that publishers and authors need to evolve their marketing and publishing strategies to accommodate a new kind of reader, a reader whose expectations involve more interaction and community.

Q: What mistakes do authors make when they promote their books online?

A: The biggest mistake an author can make in terms of promoting their books online is not actively engaging in social media and taking the time to establish a unique digital footprint. Many authors feel that by building a Website, they have covered their bases online. However, it is not that easy anymore. If I were an author in today’s competitive market, I would consider the time I spend developing my online platform and building my brand on the Web as an extension of my job as a writer. Publishing a book or any professional writing is a small business and authors should look at it as such. Now, online branding is not a luxury or an afterthought—it is a necessity.

We are seeing the impact of social media in every direction and in every medium. There are 105 million users on Twitter and they send 50 million tweets per day. We are in an age of authenticity and people want to know about the authors that speak to them. Twitter makes it very easy to share information, stay connected, and to “follow” your favorite authors and publishers. Using social media applications like Tweet Reach, a search engine “powered by tweets,” allows you to monitor how many people were reached by your tweet. Lasting visibility and publicity is never based on a single individual, one tweet or post, but an array of contributors.

Q: What online book publicity tips can you offer to authors?

A: No surprise here, but “word of mouth” on Twitter spreads very quickly. The word can spread very fast within a 24-hour period, so the more information available about you, your work, and your interests, the greater the chance of gaining a fan, a feature, or a sale. With that said, I urge you to start the chatter! Please be social, share yourself, and be authentic. Make sure that you have a variety of places where you can share information and grow your features, publicize your book, and share your successes. All of these outlets provide more exposure for your book and help to establish a strong digital footprint. Publicity breeds more publicity. So, my advice is to chat it up, be social, and continue building a social network. However, you must remember not to be a living, breathing advertisement. My rule of thumb on sharing is a 4 to 1 ratio. You can post something self-promotional if you post 4 other non-promotional links that are helpful to your followers. The key is to build credibility.

Q: What changes or trends do you predict in online book publicity?

A: Content development is going to continue to grow in importance. Videos and slide presentations offer readers a new way to interact with their favorite authors. Recently, we posted a slideshow with “Five Tips to Being Happy at Work” on Slideshare.net. It is a helpful and useful resource for our clients and, at the end of the presentation, we can give our viewers “Calls to Action” by embedding links to online booksellers, and author’s websites. The benefit of this particular strategy is that the views of the slideshow can be seen just like YouTube, and it can also be easily shared on Facebook and Twitter through one-click-sharing. Additionally, the slideshow has great SEO’s and is readily available in the search results of all major search engines. Being able to embed links to online marketplaces such as Amazon.com or BarnesandNoble.com into the presentation is a crucial way to ensure that an inclined buyer is given the opportunity to purchase the title on the spot.

Q: Other than your fabulous blog on The Huffington Post what other blogs, web sites, and/or books do you recommend to writers who wish to learn more about online book publicity?

A: Books:
Engage by Brian Solis
Trust Agents by Chris Brogan
The New Rules of Marketing and PR, 2nd Edition by David Meerman Scott
Twitter Power by Joel Comm & Anthony Robbins
The Presentation Secrets of Steve Jobs by Carmine Gallo
The Referral Engine by John Jantsch

Blogs:
http://www.copyblogger.com/
http://sethgodin.typepad.com/
http://www.socialmediaexaminer.com/
http://www.personalbrandingblog.com/

Sites:
http://marketing.alltop.com/
http://social-media.alltop.com/

Great reference sites:
http://listorious.com/
http://addictomatic.com/
http://twittercounter.com/
http://www.blogpulse.com/
http://www.hootsuite.com/
http://tweetreach.com/

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Online Branding for Writers

Friday, September 3rd, 2010

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By Fauzia Burke

If I were an author in today’s competitive market, I would consider the time I spend developing my online platform and building my brand on the Web as an extension of my job as a writer. Publishing a book or any professional writing is a small business and authors should look at it as such. Sure, the publisher will offer support and expertise, but it is the author’s responsibility for building a long term Web strategy. Now, online branding is not a luxury or an afterthought — it is a necessity. And, to be honest, it’s fun.

Of course I am biased because the Web has always been fun for me. In 1995, I was 28 years old and I fell in love with the Web. I remember the moment clearly. Someone had shown me a hyperlink, it was the word “Paris”. Wow, what a moment. Just understanding what was happening set my neurons and synapses firing. I also saw Compuserve and witnessed people communicating in a way I had never seen before. It was fascinating and inspiring.

A million questions went through my mind: how does this work? Can I communicate with people on Compuserve too? What are they talking about? Who puts up all this information? How do you find what you are looking for? And of course the game changer, can I use this to market my books? Although the questions were intriguing, I had a job to do and at that time the job of marketing books had nothing to do with the Internet. How the world has changed!

After that moment, I tried to make myself forget. I tried to go back to business as usual without bulletin boards, email or Web access, but I couldn’t. The Web had stolen my heart and there was no way of going back and living without it. So within weeks of that day, I resigned as the marketing director for computer books at Henry Holt, and started FSB Associates. I was not sure what I would be doing, but it was going to be online.

That was over ten years ago, but my passion and thrill for the Web is still the same. Every time we place a book on a Web site, I am excited. I know that the book will be online for years to come with a link to a bookseller. I believe that by promoting authors on the Web we are creating their brand and establishing their platform. We help our authors create digital footprints which can be Googled long after their campaign is over.

Unlike how things were in 1995, today you can’t (or shouldn’t) promote books without having a Web strategy. A majority of readers are online, buying with one click, talking about books, and interacting with authors. Authors need to use the Web more and more. There is now an expectation of accessibility. It is not an expectation of their publisher or agent or publicist, it is the expectation of their readers that they will be available for interactions and communications with their readers.

Many authors feel that by building a Website, they are covering their bases online. However, it is not that easy anymore. Simply having a Web site is no longer an effective Web marketing strategy. It is essential that authors consider outreach on the Web as an extension of the writing process. Why not include the readers in their careers, getting their help in building a brand, taking their suggestions and including them in the process–not only after the book is published, but before and during. Authors should have a social media component to their online presence, as well as reach out to niche communities for reviews and interviews, and they need to write content for other sites and blogs so their name has “Google juice,” or Google visibility.

So many authors think this is a chore, and it really doesn’t have to be. It can be fun and it can be manageable. Today an effective, long term Web-branding strategy is essential for both a writing career as well as for selling books.

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