PR 101

Although the use of Social Media for many businesses is growing like a weed in my backyard, there is still much resistance and lack of knowledge what about it can do. I run into this all of the time. The chief executive officer wants to see his name in The Wall Street Journal, not in a blog. The chief marketing officer has been using traditional media for his entire career. It seems to be working, so why switch?

Besides, isn’t it just a bunch of tweens, teens and 20-somethings who use those sites? I often hear from executives that my daughter and her friends use Facebook all of the time. My son seems to be constantly playing games online with his friends. Does anyone seriously think I can sell my industrial widgets to that demographic?

After they say that, they are going to lean back into their chair. You had better be able to make that sales pitch.

The first thing you should do is explain pull marketing. In brief, Pull marketing is not about pulling consumers in; it’s about giving consumers a reason to opt into a company. Consumers are in control; they decide where they go and what they experience.

Pull marketing means that companies go to clients, join their communities, give them reasons to voluntarily draw the company into their personal media experiences. They’re opting into the companies, not the other way around. Companies are being forced to give up some control over their brands.

That’s a hard concept of many companies to swallow. For decades, marketers have had it their way. This idea of giving up control makes the leadership nervous. Remember, most leaders are numbers people – accountants, engineers, and the like. They think they can control all the variables that go into selling their product.

Frankly, that’s nonsense. Marketing is an unpredictable thing. Anyone who says differently is naïve, lying, or has their head stuck in the sand. The best that can be hoped for is to reduce the chances of something going wrong.

Social media provides a better chance of that.

Why? Because normally the whole marketing campaign is created at an agency where six 20-something creatives couple their work with a 30-something senior account director, who in turn reports to a 40-something vice-president, who then takes the concept to the client’s 50-something chief marketing officer, who approves it. Throw in a focus group or two, and maybe two dozen people have signed off on the idea. It is then fired like an artillery shell into the general public with the idea that it will hit its target. The hope is the “explosion” will be big enough to sell the product.

Consumers these days, in general, are smart enough to get out of the way. That’s why more and more traditional campaigns fail.

So what needs to be done is to show the company’s leaders the facts on traditional campaign failures. The numbers are out there. I see no reason to repeat them here.

As I said, most CEOs are numbers people. They want everything the company invests time and money in to be quantifiable. That can also be done with social media. Again the numbers are there. I would suggest going to Hubspot – the Cambridge, Mass.-based social media wizards. They have all the facts and figures you need.

Be prepared to gently push back. There will be skeptics. A lot of old line-marketing people feel threatened by social media. As I said, to them it something “those kids” use. Well, I am older than most of the marketers and I think social media is the way to go.

Remember, social media is here to stay. Be gentle, be patient, but be firm when selling it.

There has been a running debate in the LinkedIn group Social Media Today about whether a picture should be included with LinkedIn profiles. So far there have been 612 comments made on this topic. It is one of the largest debates I have seen in my three years on LinkedIn.

Let me tell you where I stand – I am very reluctant to connect with someone who does not include a picture. I am active on Facebook, Twitter, LinkedIn, Friendfeed, YouTube, Plaxo and a number of other sites. You will find my mug on every site that asks for it. My feeling is the more information one provides, the better.

Although I have not read every comment in the photo debate – who has the time – those taking the time to write something seem to be split 50-50 on the question. What amazes me is that people are writing fairly long posts on the issue. Of course, like most of these discussions, it wanders off course and ends up being filled with invective.

As an aside, I am continually amazed how people are willing to say things on the ‘Net that they would never say to a person’s face. Someone needs to write an “Emily Post” for the web.

Getting back to my main point, providing as much information about yourself and company is extremely important. Let me count the ways:

• A company that would like to do business is going to do its homework. That means they are going to gather as much information as possible about your business. Make it easy for them. It is human nature to favor the easiest path. If you make them search too much, they are going to look at some other company.
• The same goes for those of you looking for a job. The last statistic I saw showed that 85 percent of human resources people go to LinkedIn first. Besides making it easier, the more information you provide, the better. When things are missing, those make hiring tend to get suspicious.
  • A note about running pictures for those job seekers who, like me, are aging. I have heard the argument that we have a better chance with hiring managers if they don’t see our picture. So what are you going to do when you go to the interview? From your resume alone they are going to figure out how old you are. To me, it is a form of lying not to include a picture.
• The more information provided, the higher your company’s search ranking. That is, of course, if you provide the information with SEO in mind. Of course, you want that higher ranking so more people can find your business.

Now I know many people argue that won’t provide some information because of the fear of identity theft. Well, unfortunately, an identity thief doesn’t need your online profile. There is so much information floating around out there about all of us that it is impossible to keep much things secret anymore.

Of course, no one should post such things as their birthday. That’s just common sense. But one of the things you give up when you go on the Web is a lot of your privacy. It is just world we live in.

So lean into it and post that picture and all the other information. It is going to help much more than it will hurt.

If blogging is the foundation of social media marketing, LinkedIn is a key part of the first floor. Ignoring LinkedIn in a social media-marketing plan is akin to going into a gunfight carrying a knife.

Facebook has more users, YouTube has more viewers, Twitter updates more often but LinkedIn is where the people and companies you want to reach reside. As I tell clients, LinkedIn is the adult Facebook.

“ … what businesspeople appreciate and respect about LinkedIn is that is has significant processes and controls that keep it from becoming like Facebook,” writes LinkedIn expert Wayne Breitbarth in his book The Power Formula for LinkedIn Success. Kick-start Your Business, Brand and Job Search.

I highly recommend Breitbarth’s book. I have over 13,000 followers on LinkedIn. I thought I knew everything there was to know about the site. After reading the book, I realized that I knew just enough to be dangerous. Thanks to Breitbarth’s book, I am a much more savvy LinkedIn user.

So the first question is why used LinkedIn? I will let Breitbarth explain. He explains it through what he calls the Power Formula: “Your Unique Experience + Your Unique Relationships + The Tool (in this case, LinkedIn) = The Power.

What he means is that combining LinkedIn with your existing relationships and experiences will give you a decided advantage over your competitors. By using LinkedIn you can develop and refine your brand by a creating strong LinkedIn profile and expanding your network of contacts. Doing those things will help you accomplish your goals for yourself and your company.

LinkedIn is the place to show your experience and your expertise. It is the place where those you respect can state that in an endorsement. It is where you can connect with potential clients and employees. It is pretty much the Swiss army knife of social media sites.

Now there are many ways to use LinkedIn. But use it you must. You cannot simply sign up for it and expect the masses to find you.

The first you have to do is set up as complete a profile as possible. Breitbarth calls the top part where you list your name, title, business and location the “30-second bumper sticker.” The information listed there travels around LinkedIn with you as you post information, join groups, and comment on other’s activities. As Breitbarth points out this is the more important section of LinkedIn. He has found that many people will look no further than that box. Let me add that when I search for somebody, that’s the first thing that comes up on Google.

I also, and Breitbarth agrees, strongly advocate putting a professional looking photo there. To me not including a photo means you are hiding something. I know the argument that many of my fellow boomers make – that people are going to know how old they are if they post that picture. Well you know what, they are going to find anyway. If someone contacts you through LinkedIn for a job interview, what are going to do – have plastic surgery to make yourself look 26-years-old? So just deal with it.

After that, the key to profile to your profile is being as detailed as possible. The last study I read found that 85 percent of human resources people to go LinkedIn first when looking for a job candidate. You want to give them as many reasons as possible to pick you.

The next key is endorsements. This shows what others think of your work. People have been kind enough to endorse my work. It shows potential clients or customers that you are someone with whom they should do business.

Now, I have a firm rule on endorsements. I will not endorse anyone who I have not worked with. It is simply dishonest. How can one provide an objective analysis of work you have never seen. Likewise, I will not ask for endorsement from someone I don’t know.

Now, I have been lucky in that most of my endorsements are unsolicited. I think those are those are the most objective. On the other hand, I can understand asking for them from people who know your work well. I have also done that.

One more thing – LinkedIn groups. I highly recommend joining as many as LinkedIn will allow. That is currently 50. Those are the place to meet like-minded people, share information, get questions answered, and again demonstrate your expertise.

I don’t think there is any social media site that is as complete at LinkedIn. In fact, if you are going to join only one site, make it LinkedIn.