Archive for the ‘Social Media Tips’ Category

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Study: Twitter Chatter Sells Books, Sometimes

Tuesday, December 28th, 2010

By Fauzia Burke

Recently, two Hewlett Packard scientists developed an algorithm that projected movie sales with 97% accuracy based on Twitter chatter alone. Inspired by this and other recent social media studies, my staff and I decided to conduct some social media research of our own to see if Twitter chatter sells books.

As promised in my previous post, I would like to share the preliminary findings of our research based on the perceived correlation between Twitter chatter and Amazon rankings. First, we began exploring the types of social media search tools that are now available. We discovered some fantastic applications, such as Addictomatic and Topsy, but eventually chose TweetReach to conduct our research. TweetReach searches Twitter chatter, allowing you to see how many tweets have spread on Twitter and how many users received tweets about your topic.

During recent publicity campaigns, we started to notice a relationship between TweetReach numbers and Amazon rankings (most of the tracking was done on paper books, we are now tracking both paper and Kindle versions and I’ll give you an update on that in a couple of months). We were excited and began to do more research.

After tracking over 20 books during a 6 month period, we realized that the correlations are there but they are unpredictable. There were certainly times when high Tweet Reach numbers impacted Amazon rankings (Twitter chatter sold books), but unfortunately there were just as many times when they did not. Like any research with a wide range of variables (demographics, subject matter, relevance, quality, reputation, activity level of authors, etc.) it is too early to draw absolute conclusions. What we can say with confidence is that being active on social media sites has great benefits for branding as well as spreading word of mouth.

At FSB, we begin each publicity campaign with a detailed “web snapshot” of a client’s brand. With this preliminary research, we glean an overall, holistic understanding of where a particular author is in terms of their platform online. We note their blog, how many followers they have on Facebook and Twitter, and what links are listed on the first page of a Google search for their name.

What we have noticed over and over again is that active authors have dynamic Google page results. Authors that are not engaged in online brand building have a static Google search page often populated by outdated content and database links. We also saw that social media “sharing” is key to driving traffic to guest blogs, reviews, interviews and even in-person events.

As a result of these findings and our ongoing research, the daily mantra at FSB has evolved into: “If it can’t be shared, it shouldn’t be done!” Essentially, we have adapted our decision-making and productivity to ensure that each publicity hit/placement will be shared to create a viral effect, which benefits our clients’ brand visibility and help us sell books. Many sites, such as Huffington Post and Oprah.com make it very easy for readers to share and spread information by utilizing one click sharing. With this application, hitting the re-tweet button or Facebook share or like button will immediately disperse that information to member’s social networks.

By now, we know that social media participation is a crucial aspect of any publicity strategy. Reviews, guest blogs, interviews all lend credibility to the topic and authors, but it is also necessary to develop different forms of content, such as videos, slideshows, and articles, to successfully promote books. Additionally, posting content daily is essential for gaining and maintain followers.

We are well aware of the fact that every voice adds to the chatter and, with each bit of shared information, the bigger picture begins to unfold. Because word of mouth on Twitter spreads very quickly, “you have to be in it to win it.” I urge authors, publishers and publicists to start the chatter! Make sure you have a variety of social outlets where you can share information, grow the visibility your features and share your successes.

Have you personally experienced the effects of viral media? How has it positively impacted your work, your brand, or sales?

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Social Networking Your Brand

Wednesday, December 22nd, 2010

by Ken Ishii

It’s not enough to rely on traditional marketing platforms today. There’s a shift in both habit and attitude that is making “push” sales a thing of the past. Our time is being stretched around a stack of new tools and technologies leaving us with less room for fast-fading television, newspapers, and magazines. To compensate for lost time, consumers and sellers alike are budgeting their minutes strategically. That means passing on activities that require physical interaction in favor of virtual interaction using devices like computers and mobile phones that are tethered to the modern lifestyle.

Understandably, people choose to “unplug” from time to time, falling back on activities away from the Internet, but these are moments when most can’t be bothered with ads. Devices that skip over television commercials and efforts to disguise ads in print are further indications of traditional media’s weakening effect on the public.

Brands in every industry across the globe now have robust websites that serve to meet the demands of societies everywhere that are migrating from a physical world to a more portable and palatable virtual space.  The subsequent rise of social media was almost inevitable. Of course people would need places to socialize and express themselves. Crossing the digital divide didn’t mean we would eliminate our need for interaction.

So social media is big. A transplanted global populous without border patrols or passports limiting our interactions. To give you an idea how much social media has taken off, let’s take a look at a recent Nielsen study. According to the definitive media research company, social networks make up the largest share of time Americans spend on the Internet. This beats time spent on e-mail which has, for long, held the top spot on the list. Considering one is a leisure and the other a work related activity makes this finding flat-out remarkable.

Social media gives sellers, in this case authors, an unprecedented opportunity to connect sympathetically with fans and newcomers alike. Networks like Facebook, Twitter, and Tumblr offer previously unavailable access to reader likes and dislikes and, most importantly, give rise to formations of meaningful relationships with like-minded communities.

If you’re new to social media, you might find the weight of information daunting at first. On or offline, balancing relationships with people is never an easy task. Like forging a friendship in the physical world, getting people to open up to you takes time and nurturing.  If you’re introduced to an established circle of acquaintances however, your road to success becomes a much smoother ride. Like in any relationship, the bottom line is trust. Your reputation is gold. Without it you’ll be in a virtual room talking to yourself and the four sides of your screen. FSB Associates President Fauzia Burke wrote an article for The Huffington Post that simplifies the difficulty of protecting your online identity into a list of five steps that will build and maintain your digital reputation.

At FSB a large audience of “real” communicators spread across specific areas of interest are here to welcome you. Together we’ll create your voice and build and maintain your online reputation through strong relationships grounded by meaningful interactions with the most influential social media communities around. There are an innumerable amount of impostors out there attempting to cash-in on this explosive marketing phenomenon.  Savvy consumers have little tolerance for spammers though. Don’t let a seemingly innocent pitch turn into an over-ambitious gaffe leaving a mark on your name. We have the experience, resources, and skills necessary to help manage your online reputation and build your personal brand.  There are new trends and challenges on the horizon for the new year and we look forward to conquering them with you in 2011.

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‘You Gotta Be In It To Win It’

Tuesday, December 7th, 2010

From many years of promoting books online, the one thing I know for sure is that each book has its own sales trajectory. Some start selling right out of the gate and reach great heights, others take the scenic route and sell steadily for years, and yes, there are some that don’t sell well at all. We–publishers, marketers, authors–can make the same effort for both kinds of books and yet some books resonate with buyers better and more quickly than others. Why is that?

As much as I would love to say, “I know the answer,” or “I guarantee your book will be #1 on Amazon if you hire us” it’s just not possible. We have worked on many books that have become huge bestsellers and many more that we wished would have sold better. What I do know is that as publicists, we work with diligence and commitment, believe in the books we promote, are creative and flexible, follow-up religiously, and hope for a little magic.

When books don’t sell as well as we’d hoped, it is of course disappointing. However, the effectiveness of an online campaign should not be judged by book sales alone. Through TV you can reach millions of people with one segment, where this is not true online. Online exposure is diffused. You may get millions of hits, but they will be staggered. The millions of people will more likely come from different sites and see the information at different times, days, months or even years. When you think of online exposure think longevity and message control.

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 the constant sharing of information.

Additionally, it is amazing how well online placements translate into long term visibility on Google. Earlier this year we worked on Horse Soldiers by Doug Stanton. Published by Scribner, it was a New York Times Best Seller. We are very proud of the Web campaign we ran, and feel it was a strong component of the overall campaign, while by no means the most important. Scribner did a spectacular job with the publicity. Doug was on TV, radio and had reviews in major newspapers including the cover of The New York Times Book Review. Out of curiosity I decided to check out the long-term visibility of this publicity campaign. Six months after the book was published, I did a search on his name and book title on Google. In the first 4 pages and 40 links, 24 were from promotional activities. To my surprise (and delight) 67% of the promotional links were Web features. TV made up 4%, print 13%, event promotion 17% and there were no radio links at all. In this case, it was clear that the Web features had staying power.

It is also easier to buy a book online. Unlike most advertising, TV appearances, print features, speaking engagements and radio interviews, all Web features are linked directly to a bookseller. Making the step from “I like this book” to “I want to buy this book” literally one click away.

Like the Lotto ad said, “You gotta be in it, to win it.” If you are not available online when people are searching for information, the chances of them finding your book and buying it are slim. Remember that every reader who takes the time to “seek and pull” online information on your book or related topic is an interested, committed, and qualified buyer. Just the kind we like.

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There Is No Competition for ‘YOU’

Wednesday, November 17th, 2010

by Fauzia Burke

With over 15 years of experience in online marketing, I can say without a doubt or any reservations, that developing a personal brand online is crucial to your success as an author.

Personal branding is new to all of us, but its importance is growing exponentially. So the question I get asked most is, “What’s in it for me? Why should I invest in building my brand online?” The most important element of a personal brand is that it helps you be yourself and stand out from the crowd. After all, there is no competition for you.

The essential elements of personal brand development include: web publicity, blogs, syndicating content for guest blogs, Facebook, Twitter, LinkedIn and YouTube.  The benefits of these activities increase considerably when conducted in a well-planned and cohesive manner. First, it is best to establish goals for developing your personal brand.

Two of the most important goals of Personal Brand Management are:

  • To increase brand awareness through consistent social media interactions
  • To increase credibility and establish expertise via web exposure

Developing your personal brand takes time, but the good news is that the tools are free and you already have the knowledge. Social media now allows you to share your knowledge and build a following. Once you “know” your readers you’ll have a lot more control over your career and will be able to promote not just your books but also your apps, conferences, videos, webinars, websites and more. Your personal brand will make you more valuable to your publishers and agents as well. In my opinion, personal brand management is today’s resume.

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, a constant availability of learning opportunities, as well as a myriad of ways to communicate and interact with others. All of these tools, which were nonexistent just a few years ago, now make it possible for us to be proactive in maintaining, building and protecting our good name.

Creditability — Web Publicity allows others to lend credibility to your work by posting reviews, interviews and mentions of your book on their site or blog.

Expertise — The benefit of a regular blog is that it allows you to show your expertise and share your knowledge. Four out of every ten Americans read blogs, according to a study by Synovate/MarketingDaily. This trend is increasing daily.

Syndication — Once you have a blog written, it is best to submit it on other sites such as The Huffington Post. If possible, you should also submit your articles to other blogs and sites for guest blogging opportunities. Each time your blog gets mentioned or posted, so does your name and the link to your website. Over time this is the best way to increase the Google ranking of your site.

Relationship Development – More than 500 million active users spend 500 billion minutes per month on Facebook. It is no exaggeration to say that without a Facebook presence you are at a great disadvantage. Engaging with your readers will lead to higher book sales and career advancement.

Share Expertise — At first, Twitter may seem overwhelming and difficult to use, but as you spend time on the site you will likely discover the benefits of sharing resources and collaborating with others.

Networking — About 35 million people use LinkedIn. It is the most professional of social networks and essential for showcasing your professional experience, contacts and recommendations.

Show Yourself — The popularity of YouTube is growing hourly, currently it gets 2 billions views a day. Today, people are looking for an authentic connection with you. Posting a video of yourself allows potential fans and readers to learn more about you, your expertise and your passion.

Although social media engagement may not provide instant gratification, it should be viewed as an investment of time and money in your career and your future. I have experienced first-hand the benefits of personal branding, both for my clients and myself. I have witnessed the difference between launching a book for an author who has work to develop a strong personal brand, versus an author who did not invest any resources in building an online presence.

In the coming year, I urge you to devote some time to developing a plan that includes all of the aforementioned elements. Decide how much time you can devote to each aspect of building your brand and also where you will need to invest in receiving help from experts.

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Building Relationships One Tweet, One Post, One Friend at a Time.

Monday, November 15th, 2010

by Leyane Jerejian

A communications and marketing specialist, Leyane is the latest publicist to join FSB Associates and has experience in many different areas of marketing, including e-mail marketing, client relations, event planning, and project management.

Social Media in 2011

2010 brought an onslaught of social media buzz and hype. Since the early part of the century, the trend of social media has spread to virtually every corner of the globe. Like a tidal wave, we couldn’t predict how large and powerful it would be, nor were we able to grasp the vast effects it would have on our personal lives and our business environment.  Social media effectively changed the way information is served and accessed, as well as the way people and businesses communicate. The emphasis now is on virtual relationship building. A social phenomenon for certain!

For 2011 we are urging everyone to plan for and embrace social media. Why? Well, there are many reasons. Chief among them is because social media has changed the face of our global society- and that is something that cannot be undone. Second, there is a good portion of the population that uses social media as their primary source of information. And lastly, in this digital age, people are craving individual interactions and connections, even if it is online! So, it’s sink or swim time – the price is too high to miss the boat on this one!

A Publicist’s POV

From a publicist’s perspective, social media is quite necessary, actually imperative. Just like all good reporters run to where the story is – any forward-thinking mind will tell you that adopting social media as a means to communicate with the world will only enhance your personal brand as well as your business’ brand. Information is being spread virally via tweets, posts, and links. This adds a whole new and ever-changing dimension to my job as a publicist. Social media will always be somewhat unfamiliar territory because it is constantly morphing – my best advice is to learn the basics, then stay fluid, remain teachable, and learn to adapt to and embrace change. (This goes for life in general as well!) I was always told to embrace change and scoff at fear! So I encourage everyone to plan for and forge through the world of social media, keeping in mind the interpersonal nature of your online interactions. You may fumble your way at first, but soon enough it will become second nature.

Foundation of Effective Social Media

Developing your own “brand” or personality and building relationships are the keystones of social media. The central concept of effective social media strategies is building relationships. Unlike conventional ways of advertising or marketing, social media brings a level of personal connection. In fact, social media is all about personal connections!  I would even go as far as to say that developing relationships through social media exponentially increases its own effectiveness.

Place Your Efforts Where They Count

If you had to choose between a stadium filled with 20,000 half-enthused fans or a stadium filled with 10,000 fully-enthused fans which would you choose? Well let’s just get to the point here: The fully-enthused are always better! Social media makes it possible to find and create and engage with fully-enthused brand advocates……

To Infinity And Beyond

Considering the entire realm of possibilities, the majority of social media is still vastly untapped. One thing is for sure, this trend is moving forward so hop on!

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Want to Make the Marketing Grade? Hit the Books!

Wednesday, November 10th, 2010

by Ken Ishii

It’s hard to believe that we’re coming to the end of 2010.  Where did all the time go?  For all of us at FSB, much of the time was spent adapting to the rapidly developing digital age of business.  It’s safe to assume that most of the other businesses out there were doing the same.  For many of us, this year felt a lot like freshman year of high school.  Greater responsibilities, large unexplored spaces, new relationships, awkward social procedures, unfamiliar jargon, and an intimidating tower of learning all weigh down on us.  But we’ve gotta get through it for the sake of our future and besides, everyone else is doing it too.  Well, like most things we fear, it’s not so bad once you’re over the hump and by now we’ve become pretty adept at circumnavigating the halls of social media high.  What’s left now is to examine what went right and, more importantly, what mistakes were made up to this point so that we can move into the sophomore age of business on the web with a digital marketing plan for 2011 minus the rookie flubs gone by.  Below you’ll find a few books authored by experts on cutting-edge business practices to help put you at the head of the digital class.

Fans of the reality TV show “The Apprentice” might recognize the co-author of this book, Randal Pinkett, as the first African American winner of the show.  This book points out that life too is a game and one that has played out unfavorably for many African Americans.  The 10 strategies for success outlined in Black Faces in White Places aims to break a vicious cycle by evening the corporate score.
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It’s been such a hectic year that we may not fully understand the repercussions of actions that were made hastily in an effort to keep up with developing marketing trends.  Now, before the new year, is an opportune time to think about those decisions before outlining your digital marketing strategy for 2011. In fact, author Daniel Forrester insists upon it in his book Consider: Harnessing the Power of Reflective Thinking In Your Organization.
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Now that you have a plan outlined, it’s time to tweak it.  That’s where The Network Is Your Customer by David L. Rogers fits in.  The author examines how digital technologies are transforming the types of relationships we keep in business.  With total global Internet connectivity on the horizon and smartphones in our pockets, the world we’re entering is one previously only imagined in the realm of science fiction.
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At this point you’ve established your target audience and snagged their attention through a clever network of channels and communities.  To keep them interested, you need to bring something fresh to the table.  Who better to take cue from than the head of one of today’s biggest and most revered companies, Apple?  Author Carmine Gallo has laid out a simple step-by-step program surrounding seven principles that set Apple’s CEO apart from the pack in the highly anticipated book, The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success.

You’ve examined your previous efforts, planned a strategy around future trends, and have a delivery that’ll knock their socks off.  Now, Build A Great Business, that is, the book by authors/entrepreneurs Mark Thompson and Brian Tracy will give your business steadier footing in this shaky economy.  The focus here is on the basics.  Successful businesses, at any gigahertz, rely on solid time-tested strategies that have lifted industrialists like Tony Hsieh, Richard Branson, Charles Schwab to great heights.

Don’t compound the stress of the holidays with uncertainties about business in the new year.  Prepare your digital marketing strategy now because if you thought this year was tough, wait until social media college.

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PR Quick Links

Monday, November 8th, 2010

Here are to 10 quick links to help you on your Web PR journey. Hope you find them helpful.

1. Alltop (top stories and blogs by every topic imaginable)

All Top

2. PR Daily from Ragan’s. They have a great newsletter:

PR Daily

3. I think you have seen this: FSB’s blogger directory

FSB Media

4. HARO

Help a Reporter Out

Nice video explaining the service and blogger outreach: MyRagantv.com

5. Top Newspapers by Twitter followers

Journalistics.com

6. Top Newspapers on Facebook

Journalistics.com

7. Top Newspapers by traffic

Journalistics.com

8. How to pitch bloggers

Journalistics.com

9. How to add blogger outreach to your PR plan

Mashable.com

10. A comprehensive list of holidays and observances (helpful in pitching books to editors). Sometimes a small, silly holiday can make a quick blog post for someone:

Holiday List

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Marketing Tips for Authors: Go Digital. Start Early. Be Authentic.

Wednesday, October 20th, 2010

By Fauzia Burke

Anyone who works in the book industry will tell you it’s the people that make our industry so amazing. Everyday I work with publishers who are generous and smart and want to do right by their authors. So when I started working on a piece on marketing tips for authors, I decided to tap into the collective intelligence of our industry. I asked them, “What is the one marketing tip you would give to authors?” Of course as is their nature, they responded right away.

If you are an author or aspiring author, I hope you will find these tips helpful.

  • Maureen Donnelly, VP, Director of Publicity of Penguin Books advices that you, “Listen to your publicist. If you are a first time author, do as much grass-roots work for your book as you can. The build up will pay off.”
  • Beth Gissinger, Publicity Director of Adams Media, seconds that idea. “Work as a partner with your in-house publicist.  Our time is short and our list is long.  Authors who take the lead on social media and grass-roots outreach will be well-poised to keep the promotion going once we’ve moved on to other books.” Follow Beth on Twitter @bgiss
  • Michael Fragnito, VP, Editorial Director of Sterling Publishing tells us that, “You should know specifically what your publisher is planning to do. If you are not satisfied, then dig deep and buy your own publicity. Don’t let the moment pass, because there is a very small window after the book is published.”

    • Although I did not specifically ask for digital marketing advice, most of the people naturally leaned in that direction. The advice comes back time, and time again about developing a long term relationship with your readers.

  • Debbie Stier, SVP, Editor at Large and Director of Digital Marketing for HarperCollins says, “Find a comfortable way to engage and connect with your readers (ie not the megaphone), and then spend as much time as you possibly can doing that (online and irl). And start early (at least a year before your book is published). It’s not a campaign; its a relationship.” Follow Debbie on Twitter @debbiestier
  • Peter Costanzo, Director of Online Marketing, for The Perseus Books Group, also talks about the advantage of developing a long term relationship with your readers: “Unless you’re planning to launch a robust, content-rich website with purpose, you’ll most likely be better off directing your fans to Facebook where you can spend time engaging with your readers. Honestly, It’s a lot of work and the reward of doing so may not be apparent for your first book, but it could develop into a great platform to help with the launch of your next one.” Follow Peter on Twitter @PeterCostanzo
  • Kelly Leonard, Executive Director, Online Marketing, for Hachette Book Group gave a great, Twitter worthy tip: “Dig your digital well before you’re thirsty: make connections with readers online far in advance of your book release.” Follow Kelly on Twitter @kellyleonard
  • Aileen Boyle, VP, Associate Publisher, of Simon & Schuster asserts the importance of building empathetic dialogue with readers. “Talk about your book with passion. Be it a book on knitting, politics, or romance, if you as the author don’t deeply care, no one else will either!”
  • Patty Berg, Director of Marketing, for Crown Publishers & Broadway Books tells authors to, “Be authentic in your Facebook and Twitter postings–when you post about things you care about, aside from your book, you develop a closer connection to your followers. They’ll pay more attention when you DO post about your book because they won’t feel like you’re only just trying to sell it to them. And they’ll be more likely to share or retweet your posts to THEIR friends because you’ve established a common ground.”
  • In case you are wondering how to incorporate social media into your already busy days, Michael Taeckens, Online and Paperback Marketing Director, for Algonquin Books offers this tip. “Engage directly with fellow readers and authors on Twitter, Facebook, and your blog; consider your daily engagements there just as important as your daily writing routine.” Please follow Michael on Twitter @AlgonquinBooks
  • I will end with a tip me: It is important for authors to start early and build a digital footprint. Engage in social media and be authentic. Make sure that you have a variety of places where you can share information, grow your features, publicize your book, and share your successes. Social media outlets provide more exposure for your book and help to establish a relationship with your readers. Publicity breeds more publicity. So, my advice is to chat it up, but 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. If you are looking for a way to get started, I wrote a blog on 5 Easy Ways to Build Your Digital Reputaion which might be helpful.

Bonus: Make sure your digital marketing plans are cohesive and customized for you and your readers. Your website, blog, Facebook page, Twitter feed, digital PR and email marketing should all play nice together. Establish your goals, and timelines and then monitor to see if you are on track. If things are not going as you expected, just go back to the drawing board and make some adjustments.

To all authors and aspiring authors out there, I admire you greatly. You are the carriers of our civilization. I know the new world of digital marketing is intimidating and time consuming, but it is also rewarding and essential. I wish you well on your journey to meet your readers. If I can be of further help, please post a question below.

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Twitter 101: Tips to Get You Started

Friday, October 1st, 2010

By Fauzia Burke

I have a confession to make: I was not an early adopter of Twitter. To be honest, I didn’t get it. I didn’t get the language. It seemed like a string of links to even more things I had no time to read. It felt overwhelming.LinkedIn and Facebook made sense as a perfect extension of networking I was already doing, but the charm of Twitter eluded me.

Sound familiar? I hear the same thing from many people, but what I discovered when I actually engaged on Twitter has turned me into a devotee. Twitter has been one of the greatest learning tools of my career.

If you are hesitant to join Twitter, you are not alone. However, I want to encourage you to give it a shot. Set up an account, follow some people and learn some things. People on Twitter are very generous with their time and knowledge. Yes, you will spend time on Twitter that you already don’t have, but you will also learn things that will make you more valuable, smarter and “in the know.” I use Twitter instead of Google for information gathering, and it has made me more productive.

Change is all around us, and the only way we can move forward is to change together and collaborate. I am still a newbie, but if I have inspired you to try, here are some tips to get you started:

1] Come up with a goal for trying Twitter. Is your goal to interact with the media or journalists? Is it to gain exposure for personal branding in your area of expertise? Is it to learn from others who are experts in their field? Or is it to increase traffic to your Web site or blog?

2] When you sign up, complete the profile as fully as possible. Add a photo, short bio, user name and real name. People want to know who you are. Your bio should reflect your goal. Make sure you include the URL for your site, blog or Facebook page.

3] There is no need to panic if you don’t have a ton of people following you. If you post good information, people will find you slowly and steadily.

4] You may have multiple goals for Twitter, feel free to have multiple accounts. At our firm we have 11 accounts and each one has a different audience and purpose.

5] Start off by sharing your knowledge. I bet you know a lot about your industry and your business. Think of Twitter as a great way to share that information. If you read something helpful, share the link on Twitter and let others benefit from your find. Generosity is a good business practice.

6] Because we are limited to 140 characters on Twitter, you will need to learn about shortening URLs. I use a site called Bit.ly because it helps me track my shortened URLs. Or you can use a web site called Hootsuitewhich allows you to shorten URLs, track them and manage multiple accounts. It’s kind of like the Swiss Army Knife of Twitter.

7] Learn the common abbreviations. We created a helpful postcard for our clients. Please feel free to print it for yourself.

8] If you read something you like on Twitter, remember to retweet it. It’s a great way to give credit to people who are putting out good information. If you want to join the conversation, use reply.

9] Follow people you already follow in other ways: Journalists you admire, comedians who make you laugh, or authors who inspire and teach.

10] Be a good community member. A good rule of thumb is to have a 4 to 1 ratio for self promotion. One self-promotional tweet to 4 that will help others or engaging in the community through reply or retweet.

If you are new or nervous, follow me on @websnapshot and we’ll learn together. My goal for this feed is to learn and share good ways to integrate social media and web publicity. Along the way, I share resources and tools with my staff, increase exposure for my clients, get business ideas, and collaborate with smart people. I post links and articles everyday that help me be better, and I hope they will help you as well.

In the comments below, tell me about your experiences with Twitter. Do you like it?

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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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