How Important Is Trust in Social Media?

“You have to gain people’s trust online” has almost become cliche in the online marketing community.  But it’s perhaps the most important thing you can do if you want to have the online presences you’ve always hoped for.

The challenge? Most people are not willing to spend the time and effort it really takes to generate trust online, which may then turn into David Horsager Quoteonline conversions:  People inquiring about you or your company turning into real customers who are purchasing from you repeatedly.

But consider this scenario: I just met you at an after hours networking event. If within the first few minutes of meeting you I asked you for your business (and a hefty thousand dollar retainer fee), would you give it to me? Of course not. And not because you don’t have a need – but because you don’t trust me yet.  How long would it take for us to have a relationship before you’d start to trust me? How many interactions would you have to have with me?  The answer depends on how much value you bring to the relationship over a certain period of time.

The lesson? Online trust building isn’t much different than offline trust building. While it may take longer – you can build trust online over time. This happens by providing real value and nurturing those relationships through ongoing interaction and engaging your audience in the content they care about most.

 

The Eight Pillars of Social Media Marketing?

The Trust Edge by Dave HorsagerIn David Horsager’s book, The Trust Edge, he states “A lack of trust is your biggest expense.” This hits you right between the eyes. In his book he outlines the Eight Pillars of Trust include Clarity, Compassion, Character, Competency, Commitment, Connection, Contribution and Consistency. These could very well have been called “the eight pillars of social media marketing.” A terrific book for business leaders, I consider it the best how-to book about how to build trust offline as well.

While I’m not going to go through each of his Trust Pillars in this post, below is a video where I share with you some of his key points in the book that WILL help you rethink your approach to how you use social media to grow your business.

What do you think? Can trust give you an edge in social media? If so, what’s your trust edge? Share your comments below.

 You can learn more about David Horsager and his book The Trust Edge at TheTrustEdge.com

 

 

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Joe Soto

Joe Soto

Joe Soto is the CEO of One Social Media. A leading expert in social media marketing, Joe has over 16 years of experience in all aspects of sales, marketing, online lead generation, and Internet marketing.

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Social Media For Business: How To Get Started NOW

Thinking about working on creating or improving the social media strategy for your business over the weekend? Not sure where to start? Let me take some time to share with you some of my favorite resources. In my professional opinion, the best way find success on social media is to:

  1. Learn from others who have already “tested the waters”
  2. Set up profiles and start experimenting in real-time

The resources below will help you with both ways. Enjoy!

Recommended E-Books:

How To Master  Facebook Timeline and Ads
Strategies For Effective Facebook Wall Posts
Strategies for Effective Tweeting: A Statistical Review
Top 10 Ways To Engage Your Fans
The Essential Step-By-Step Guide To Internet Marketing
The 15 Imperatives of LinkedIn
55 Brands Rocking Social Media with Visual Content
How to Attract Customers with Twitter
How to Use Pinterest for Business
The Essential Guide to Writing and Launching eBooks that Generate Leads
120 AWESOME Marketing Stats, Charts, & Graphs

Places To Go To Get Started:

Create a Facebook Page
Create a Twitter Profile
Start Using Instagram
Sign Up For Pinterest
Create a LinkedIn Company Page
Create and Participate in LinkedIn Groups
Create a WordPress blog
Create a Tumblr blog

For even more  helpful advice, click on the image below:

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Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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What The Ninja Turtles Taught Me About Social Media

The world of social media is more diverse than most people realize.  It’s not just about posting on all of your channels, which takes a certain skills-set of its own. You need ideas to create and share interesting and valuable content. You need analytics to see what’s working and what’s not. You need leadership to create conversations and establish your brand as a thought leader in your industry and with your customers. And you need to take a few risks to make sure that you’re not missing any opportunities.  This is what brings us to the Teenage Mutant Ninja Turtles…

This is a team of diverse and dedicated talent that can really handle any situation. At least in theory. Sure they’re fictional, but that’s not the point. The creators knew that different personalities would relate with different characters. The same is true about social media. The same strategy won’t work across every channel. You need to mix and match the different elements and skills to come up with the perfect mix for each situation.

To support this idea with a little nonfiction, Facebook just opened up new admin roles for pages. This gives different admins different levels of access and allows them to focus on different aspects of the overall project. (See Image Below)

What that tells us is that social media, not even one channel, is not meant to be managed by one individual. No matter how diverse and talented that person is, they won’t be able to execute nearly as well as a team of specialized individuals. If you want to see real results from your social media efforts you have to make sure you’re doing EVERYTHING. The best way to ensure your success is to find a team comprised of the four personalities/talents listed below.

The Creative aka Michelangelo – This person never stops coming up with ideas. They are also the person who will ask the questions that no one else is asking. They may not always come up with the million-dollar idea but they will play a role in the thought process. Use their perspective to help put a creative spin on the strategies you’re already doing and to identify opportunities that you might be missing.

The Technical Analyst aka Donatello – This person pays attention to all of the details. They can tell you what’s working and what’s not because they have a knack for understanding analytics. This person is the rhyme and reason behind what you’re doing. They can tell you if that “great idea” was as great as everyone thought it would be and they can tell you where you need to adjust your strategy. They can also help translate industry-related research and understand how it affects your goals and strategies as an organization. Without this person on your team you are essentially just guessing.

The Risk Taker aka Raphael – This person isn’t afraid to fail. That may seem frustrating at times, but it’s essential to your future success on social media. If you never take any risks you’ll miss your window of opportunity because in social media those windows don’t stay open for long. This is the person who will make you the first to do something different and that’s what you really need to do in order to gain attention and respect.

The Leader aka Leonardo – This is the person you can count on to look at the big picture. They will make sure to keep the team working towards the main goal. This is also the person who is best at representing the brand through conversation. They’re confident and well-versed in everything related to your brand. They understand your audience and are best at starting and maintaining conversations.

Now, when I think back to watching countless episodes of this childhood classic I remember one very important thing. That every challenge the Teenage Mutant Ninja Turtles faced required a different balance of each member. Sometimes they would rely heavily on Leonardo to get them through a problem and sometimes Donatello would crunch the data to come up with the solution or ideal strategy. Michelangelo could pull an idea out of thin air that was just crazy enough to work and Raphael would sometimes take the problem head on and find the opportunity needed to succeed. The one thing that remained clear is that they would never be able to succeed on their own.

If you’re looking for more ways to succeed online download our complimentary and Essential Step-By-Step Guide To Internet Marketing by clicking below.

guide to internet marketing essentials

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Mike Bal

Mike Bal

Hi, I studied advertising, I have a passion for creativity and I love working in social media. I try to write about the combination of traditional marketing, branding, and advertising strategies that can apply and work affectively with social media. I also enjoy music, batman and life.

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The Essence of Branding With Marty Neumeier

I was recently fortunate enough to pick the brains of one of the most respected names in branding, Marty Neumeier. Marty has authored a series of three “whiteboard overview” books, titled THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY, which have been hailed as breakthroughs by Fast Company, BusinessWeek, and Harvard Business Review. ZAG was recently named one of “The Top 100 Business Books of All Time.”

You might be thinking that branding doesn’t have a lot to do with social media. If that’s the case, you’re wrong. Your brand is incredibly important to every aspect of your organization and especially to any touchpoint you have with your customers. How you look, what you do, what you say and how you say it should all line up with your brand’s core beliefs, especially on social media. The relationships you build with your customers could last a lifetime… or they could be forgotten about tomorrow. It really depends on how much thought and energy you decide to put into your brand.

All of Marty’s books are highly recommended by our team as their ideas and principles can be applied to every aspect of your business. Marty and I had a great conversation, but instead of me just giving you the hour long chat from start to finish, I decided to break them up into shorter videos that focus on one question at a time. Check out the playlist below to get ideas about what your brand might be missing and how you can make it stronger.

 

If you have any more questions you can always shoot them our way by tweeting us @onesocialmedia or me directly @creativeithink. If you’re looking for more tips on branding and specifically on social media check out our free webinar by clicking below.

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Mike Bal

Mike Bal

Hi, I studied advertising, I have a passion for creativity and I love working in social media. I try to write about the combination of traditional marketing, branding, and advertising strategies that can apply and work affectively with social media. I also enjoy music, batman and life.

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The Easiest Way To Build Brand Buzz Online

According to a recent Wikipedia search I did, there are about 157 fast food restaurant chains in the great United States of America today. That’s a lot of burgers and fries. As both a consumer and a foodie, I’m constantly thinking about where I can go to get my next delicious meal. So how do I usually decide? I take out my iPhone and do what I like to call a little ‘social investigating’. I consult apps/sites like Yelp for reviews, I use Google to find restaurant websites and menus, and I look to see if the place I’m interested in has a presence on the social sites I use (Facebook, Twitter, YouTube, etc.).

In some cases when I’m trying to decide, the restaurants stack up pretty evenly. They both have positive reviews on Yelp, they both have websites and menus, and they both have an online social media presence. So what is it that really makes a brand—whether it’s a fast food restaurant or a clothing store—stand out when its competition looks almost identical at first glance?

It all comes down to storytelling.

Thanks to social media, it has never been easier for brands to tell their unique stories. And every brand and business has a unique story. Telling it just takes a little time, a little creativity, and faith that you’ll get a positive return for your efforts.

It’s easy for brands to join social media sites like Facebook, Twitter, and YouTube and simply use the same marketing/sales strategies they’re used to using in the traditional media outlets. They upload their 15 second TV commercial to YouTube, they take the last 10 seconds of a radio advertisement script and turn it into a tweet, and they upload their magazine advertisements to a Facebook photo album on their page. You know what most people think of that type of content when they see it on social media? A few words come to mind. Lazy. Ineffective. Promotional. Spammy.

The brands that are getting the most buzz on social media are the ones that are taking the time to creatively share their unique stories. They understand the importance of being genuine, and they legitimately care about the communities they’re sharing content with.

So why aren’t you sharing your story? Why are you being lazy and repurposing advertising pieces and promotional content that none of your followers really care to see?

To illustrate the power and effectiveness of storytelling on social media, I wanted to share two videos with you from two well-known fast food restaurants. Both videos were made to promote the same thing: french fries. The first video is from Wendy’s. The second video is from McDonald’s. I trust you’ll have no trouble at all figuring out which brand is using social media to tell their story.

Video 1:

 

Video 2:

 

Which fast food place do you think I chose after watching those videos? If you want to stand out on social media, if you want people talking about your brand over all your competitors, if you want to get anything back from your social media efforts at all, share your story. Sometimes it’s the only deciding factor between you and the other guy for consumers like me.

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Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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5 Apps in 30 Seconds: Volume I

If you haven’t realized it yet, 2012 is all about two things: visuals and mobile. In an earlier blog post, I wrote the following: “That’s why 2012 is also the year of the photo-editing/sharing mobile apps. There are so many apps that exist within the iPhone/iPad App Store and Android Market that you can be using to share unique photos for your business or brand. So why aren’t you?” (Read the full post here).

When I published that post, it was my hope that readers recognized how important having a smart phone is when it comes to creating and sharing valuable content on social media sites.

I’ve had my iPhone for about four months since dumping my Android device. In that short span of time, I’ve gone app-crazy. I spend a lot of time reading about new apps. I download them, I teach myself how to use them, and then I recommend the ones I like to friends and coworkers.

Since I’ve received a lot of positive feedback from others about the apps I recommend, I decided to launch a new series on this blog that I’m calling 5 Apps in 30 Seconds. In each installment, I’ll decide on a theme to focus on, choose 5 apps based on the theme, and share them with you in a quick video.

In this first installment, I’m focusing on content creation apps as my main theme. The apps mentioned in the video below are apps that I believe businesses and brands could and should be using to develop interesting, entertaining, educational, and original content for their social media sites and overall online presence. Watch the video below now to hear my recommendations.

To download or learn more about the apps mentioned in the video, look for the links in the description section of the YouTube video. 

If you do end up downloading and liking any of the apps I recommended, please let me know! Come back and leave a comment on this blog post, or let me know on Twitter. I’m @RobWormley.

By the way, you might notice that I focus mostly on iPhone apps in this series. That should be a hint. Dump your droid and get an iPhone. It’s worth it. If you are too stubborn, however, click here for a list of the top 100 apps for Android.

Want to suggest an app for me to test out? Let me know! Send me a tweet or email me directly.

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Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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Can Social Media Be an Artistic Outlet?

In my last blog post, The Language of Social Media, I wrote about how social media is changing the way we write. Our vocabulary, grammar, and punctuation all take a back seat to being casual and brief.

Whether this movement is good or bad is entirely debatable: there’s no objective answer. But regardless of your view on the matter, some people are embracing this change and seeing it as an opportunity instead of an obstacle. Here’s one of them.

Teju Cole is a Nigerian-American writer, who has spent time living in both countries. Cole’s experiences give him a unique perspective on life, death, and the different social issues that America and Nigeria face. Along with being an accomplished author and photographer, Cole uses his Twitter account as an artistic outlet of a different kind.

Cole’s tweets mix social commentary, American history, and Nigerian culture– only he writes them as poetry. This unique blend of content and delivery often come off as morose obituaries or headlines, and they certainly aren’t for the weak-hearted. Still, Cole achieves a goal that most of the Twitterverse has yet to reach: he makes you think. Here are some recent examples of his tweets:

What Cole proves without a doubt is that social media can be used as an artistic outlet. And I don’t mean in the way that bands, artists, and authors use it to promote their newest product– I mean it in the sense that social media is providing the actual basis for creation. Twitter is Cole’s canvas, not just a place where he can post a link for people to view or buy his canvas.

On top of that, Cole hardly ever self-promotes on his Twitter. After going back through a week’s worth of tweets (probably about 100), the only kind of posts I could find besides the ones shown above, are the occasional wordy (albeit macabre) joke, and a lot of interaction with his followers.

Cole is showing how to make a personal brand through social media while keeping his integrity as an artist. So what can we take from his example? A lot of things:

  • Be unique.
  • Provide value in a way that nobody else is.
  • Don’t be overly-promotional.
  • Write about what you know and care about.
  • Don’t be afraid to be provocative.
  • Be persistent.
  • Don’t complain about or shun change: use it to your advantage
  • Be consistent.
  • Turn obstacles and restrictions into opportunities.
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Tom Hummer

Tom Hummer

Tom’s two biggest passions in life are writing and music. In his free time, Tom reads, writes, and works on musical projects.

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Selective Hearing And Social Media

We’re all familiar with the term ‘selective hearing’. It essentially means you only hear what you want to hear. This means that anyone choosing to apply this concept to their lives has a sort of filter  blocking out the things that might annoy them, offend them or, even worse, bore them. This idea has been applied to every form of communication that has ever existed, and guess what???

Selective Hearing Applies To Social Media!

For the most part this isn’t literal in social media which is why I want to make a slight amendment to the term and call it “Selective Processing”. Your fans and customers are selectively choosing which messages they will process and they’re basing their decisions off more than just the content you’re providing.

There is very little original content online. What I mean by that is there will always be a similar blog post or tweet or Facebook update to yours, so your mission is to break through all of the selective processing filters people have up. Here are a few ways to do that.

1. Rely on visual obscurity  - Don’t default to generic stock photos. Make connections between your content and the visual you use but don’t be obvious about it. If you show someone what they expect to see they will skip right over you.

2. Brush up on your non-regional diction – There are a million ways to say almost anything so don’t just regurgitate a popular title to share an article. Come up with a unique combination of words to present your content in a more appealing way. Go for puns, alliteration and any other grammatical tools you can think of to really CRAFT your messages.

3. Be brutally honest -  This is a little tricky because people who don’t agree with your opinion might look right over you, or they might take the time to respond. Some people are scared about being confronted on social media but I recommend embracing a little confrontation from time to time. Maintain your civility, of course, and make solid points. Don’t ever tell someone that their opinion is wrong but don’t be afraid to stand by your opinions. These are sometimes the conversations that attract the most attention and inspire the most engagement.

Have you been breaking through all of your fans and customers selective filters? Download our complimentary Ebook on the 5 Biggest Mistakes You’re Making on Social Media and find out. 

 

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Mike Bal

Mike Bal

Hi, I studied advertising, I have a passion for creativity and I love working in social media. I try to write about the combination of traditional marketing, branding, and advertising strategies that can apply and work affectively with social media. I also enjoy music, batman and life.

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The Status Update: It’s All About Variety

Creating a presence for your brand on social media sites like Facebook. Twitter, YouTube, LinkedIn, Pinterest, or Google+ is great, but it’s really only the first baby step in a never-ending quest to build and maintain a connection with your online community (prospective clients, customers, loyal brand advocates, etc.). Here’s the harsh truth most businesses are unwilling to understand or do anything about: simply having a place for people to go—like a Facebook page for your business—isn’t enough to make people want to stay, interact regularly, or click on your seemingly enticing links to products or services. 

So what is it that makes people stick around and interact with your business on social media? It’s all about the variety of information you choose to share with your network on each social media platform. Yes, consistency is important. Quality is more important than quantity. And you have to have a plan. But if you plan on consistently sharing the same old boring content, you might as well not waste your time. You need to care about the people you interact with on social media, and part of caring means being thoughtful about the information you take the time to share with them. Are you thinking about it? Or are you just going through the motions day after day?

If you’re guilty of not thinking enough about the content you’re sharing on the social media sites your business is using, then take a look at the diagram below. It will help you think more about how to add variety to the social media updates you share with the people you want to connect with.

Don’t just go through the motions because someone told you that your business needs to be on social media. Be thoughtful. Add value. Embrace variety and be creative. Care about your customers.

EXTRA: Want a PDF version of the diagram above to print out? Click here.

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Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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Why You Should Be Using Instagram For Business

2012 is the year of the visual. We’re finally getting to the point where most businesses are—in someway or another—participating on social media sites. So how can you ensure that your business Facebook page or Twitter profile stands apart from the competition in the eyes of the consumer? It’s all about sharing high-quality, unique, and original content. And it’s all about visuals.

Anyone can go to Google and find a photo to post on their Facebook page or Twitter account in an effort to spark interaction. But few brands understand the true power of an original image that can’t be found (and hasn’t been seen) anywhere else online.

That’s why 2012 is also the year of the photo-editing/sharing mobile apps. There are so many apps that exist within the iPhone/iPad App Store and Android Market that you can be using to share unique photos for your business or brand. So why aren’t you?

Instagram is one of the most popular iPhone photo app that individuals AND brands are using this year (about 27 million users total), and it was recently announced that the Android version is set to be released soon.

About a month ago we started sharing a few original visuals with our social media communities to illustrate how effective Instagram actually is. We’ve posted a few of them below with the hope that they’ll persuade you to start using Instagram (or any other similar app) to add a little spice and professionalism to the photos you intend to share on your social media sites.

It’s great if you have established and are maintaining a presence on popular social media sites for your business or brand. However, the key to finding continued success with your social media marketing strategy has everything to do with your ability to constantly be sharing unique, creative, informative, entertaining, and valuable content with your communities. Are you? It’s the only way you’ll stand out from the crowd.

To get started on Instagram, click here.

For other photo sharing/editing apps, click here for iPhone or click here for Android.

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Rob Wormley

Rob Wormley

As a social media specialist, Rob thrives in situations that require constant creativity. On days when Rob isn’t working hard to create, maintain, and strengthen relationships online, you might find him spending time with family, browsing through his nearest bookstore, or sipping on a cup of coffee at his local Starbucks.

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