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Screen Shot 2014-08-27 at 4.26.53 PMSometimes busy executives can feel overwhelmed with all of the social media channels out there and what’s important and not important to know about. This week I assisted a client who’s re-entering the traditional workforce after years as a self-employed international consultant. In a one-hour session, we navigated the current and ever-changing landscape of digital communications.  This client was given a highly customized one one one tutorial using GoToMeeting (since she’s in D.C. and I’m in Tennessee). Her pre-submitted questions were as follows:

  1. Hashtags – Quite simply a hashtag is a way to “focus in” on a particular topic. It’s a really quick research tool to see what’s trending. One fascinating question that she had for me was “Can you own a hashtag the way you own a domain name?” I told her not to my knowledge and if someone with the same hashtag wants to use it they are certainly free and welcome to do so.
  2. LinkedIn– The client mentioned that her new colleagues immediately invited her to “LinkIn” with them once they knew they were going to be co-workers. Using LinkedIn in today’s business world is as common as a shaking hands. It’s a great way to see a summary of the other person’s credentials. Unlike most other social media channels LinkedIn has slightly more men. She asked why. My thought: Because men are more interested in “the business” (portraying resumes online and building a network) than women who are known to spend more time in relationship building. That’s my theory anyways and I’d welcome your ideas! Of course I showed her LinkedIn groups and shared that there really IS something for every business niche there. In her case starting her own private LinkedIn group (or Facebook group) for some of her key constituents could be a valuable way to stay in touch on a regular basis. It’s also important to give and to ask for written recommendations on LinkedIn. Screen Shot 2014-08-27 at 4.16.43 PM
  3. Twitter– We reviewed the importance of social media tools such as Tweetdeck, Twitter Lists and Hootsuite when keeping up with the ever-flowing river of tweets. I likened twitter to a live mic in a broadcast booth and urged her to view every tweet as a public address. She should use these tools to see what she wants to see when she wants to see it. We talked about the changing demographics of twitter which originally started out as a 35+ channel, until the celebrities jumped on board. Now it is skewing younger. I personally love twitter because it reminds me of the AP “wire machines” that churned out news when I first began my career in broadcast journalism. If you want to know what’s happening in the world today, jump on twitter!
  4. Instagram– Extremely popular with the “tween” set, it’s been great fun for me to watch how the generation who are my son’s age (11/12 year olds) are embracing this social media channel. And they are NOT just posting photos. They are only too eager to make and share a variety of videos and use a variety of video apps to do so . I think what makes Instagram so fun is the fact that there are so few words and it’s all about images (and hashtags of course!)

I suggested she download all of these apps to her mobile devices in order to be able to access these channels on the go. That was a lot to cover in an hour for a re-entering C-Suite Executive. What are some of the things you would discuss or emphasize if you were training an executive on key social media channels and trends?

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The following is a guest blog post from Peter LaMotte at Levick. 

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CEOs typically understand that cultivating an active social media presence is good for business. Social media can expand a company’s influence, connect with a target audience, and boost brand awareness. What may be less commonly understood is how a few critical social media faux pas can alienate prospective customers and damage the reputation of a business.

Here are some of the most egregious mistakes business leaders and executives make through their approach to social media:

Too much “about me”

The onslaught of celebrity activity on social media conveys the impression that Facebook, Twitter, Tumblr, etc., are all about self-promotion. Though this might be true for rock stars and movie actors, the same principle does not apply to CEOs and other executives. In fact, an abundance of posts and tweets exclusively about yourself or your business will likely drive potential followers away.

Social media focuses on engagement, creating conversations and connections across the blogosphere and elsewhere. It is not the venue for a hard sell.

“Social media is all about making connections and, just like in the real (rather than virtual) world, people will be more drawn to you if you actually listen to what they’re saying than if you try to force your message upon them,” says Jessica Routier, head of social media at IAC-EZ.

Not paying attention to content

An indiscriminate approach to content is another social media faux pas. Deluging your followers with posts and tweets of little value won’t achieve your business objectives. Quality content that addresses customer concerns or offers valuable “how-to” information (either about your product, service, or your industry in general) will generate followers and encourage people to come back for more.

“[Businesses] need to ask questions, share some humor, provide motivational quotes and ask for their opinions about products or services in your industry,” says Michelle Hummer, CEO of WebMediaExpert.com. “I do a random, ‘fun question of the day’ to get [people] involved.”

The most effective strategy is consistently posting valuable content and interacting with others online.

Failure to engage

 Whether you know it or not, people are talking about your business online. Failing to monitor and promptly respond to those questions, complaints, and comments is another critical social media faux pas.

“All too many companies still fail to realize that most customers, especially Millennials, look at social media channels as valid a form of interaction as a physical trip into a brick and mortar store,” notes social media columnist John Boitnott. “If you fail to engage, you’re missing a valuable chance to shape your image. Don’t let other people shape your reputation when you could be shaping it yourself.”

Businesses sometimes err by “venting” a grievance with a competitor or an unhappy customer on social media. They forget that once something is posted, it’s there forever – and their negative comments can resurface at any time and come back to haunt them.

Maintaining incomplete or poorly written social media profiles

Don’t make the mistake of thinking your online CEO or business profiles go unread. Not only are these often the first thing people new to your business check out, but a properly constructed profile (complete with industry-rich keywords) can help with your company’s SEO rankings — another way to elevate your social media presence.

At the very least, each profile you maintain on different social networks should include your physical address, a link to your business website, and some concise but user-friendly information about who you are and what you have to offer.shutterstock_162075236

Lack of comprehensive social media strategy

 As should be clear by now, a hit-or-miss approach to social media is typically a waste of time and does not benefit your business. Avoid these common mistakes when developing a strategy:

No coordination with other departments. Your C-suite social media efforts are most effective when they’re aligned with what other departments are doing (i.e. marketing, public relations, branding team, etc.). Leads generated by your compelling content can be converted to sales when they drive traffic to your business’ website. Don’t let these valuable opportunities slip away.

Failure to identify social media influencers. In every industry, certain groups or individuals wield significant influence over their followers and can significantly help or harm a business. Know who these influencers are and focus on becoming part of their community.

Neglecting to measure ROI. With tools such as Facebook analytics and Google Analytics, it’s a big mistake not to explore and understand what customers and followers enjoy (and don’t enjoy) about the content you provide. How can you hope to extend the scope of your social media activity and generate more likes and clicks without a sense of what’s working and a strategy to build on those insights and get more bang for your buck?

The real magic happens when you have a strategy,” says Brooke Howell of Reputation Capital. “If you’re running a social media program but you don’t know what you’re going to accomplish next month, you’re doing it wrong.”

Taking steps to avoid these faux pas will sharpen your social media marketing efforts and pave the way toward making more connections with prospective customers.

 

Peter LaMotte, Sr. VP, Levick

Peter LaMotte, Sr. VP, Levick

 

Peter LaMotte is a Senior Vice President at LEVICK and Chair of the firm’s Digital Communications Practice. He is also a contributing author to LEVICK Daily, where he routinely writes about social media marketing and online reputation management.

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Editor’s Note: The following is a guest blog post by one of MarketingMel’s six advisors, Dave McAuley. Dave, who’s been both an entrepreneur and pastor, is the founder of the Summit Leadership Foundation, a 501 (c) 3 with a heart for connecting, caring and consulting.

 

“Only God Himself fully appreciates the influence of a Christian mother in the molding of character in her children.”  ~ Rev. Billy Graham

 

Building a legacy begins with keeping the next generation in mind.  Many leaders are shortsighted in setting goals.  Their expectations for having a lasting impact are very limited.  However, visionary leaders can see their influence extending well into the future.

Team MarketingMel: Mary Ellen Miller welcomes new ETSU intern Alex Quillin. Mentoring the next generation is a tenet of MarketingMel's PR firm.

Mary Ellen Miller welcomes new ETSU intern Alex Quillin. Mentoring the next generation is a tenet of MarketingMel’s PR firm.

 

Leaders who train themselves to think “next generation”, gain influence well beyond their lifetime.  They build a legacy with lasting impact. I saw this lived out in my Grandfather who was a true servant leader in his investment in the lives of others.  His legacy lives on today through the children, grandchildren and even great-grandchildren of those he influenced during his lifetime.

 

We can learn a lot from the history of the Jewish people who had the mindset of generational leadership instilled in them through the repeating of the Shema which is central to their faith:

 

“Hear, O Israel! The LORD is our God, the LORD is one! You shall love the LORD your God with all your heart and with all your soul and with all your might.  These words, which I am commanding you today, shall be on your heart.  You shall teach them diligently to your sons and shall talk of them when you sit in your house and when you walk by the way and when you lie down and when you rise up.  You shall bind them as a sign on your hand and they shall be as frontals on your forehead.  You shall write them on the doorposts of your house and on your gates.”

 

Some generations fulfilled the commitment to effectively pass this on to the next generation and some did not, but there was always a “remnant” in each generation who would pass this on to their children.  They knew this truth was timeless and they were building a legacy by pouring themselves into the next generation.

 

Do you lead with the next generation in mind?  What would acting on that perspective look like in your organization and with your team? As a leader, you can extend your influence by pouring yourself into this generation in such a way that prepares them to influence the next generation through what they learned from you.  Generational influence is essential in building a lasting legacy.  What beliefs, values and principles would you like to see passed on as part of your legacy in the next generation?

 

Are you being intentional about building a lasting legacy through those you lead today?  Simply invest in the lives of others.  You don’t have to fill them, just take time to pour a little into them each day and building your legacy will begin to take shape.

 

DaveMcAuley]

 

Dave McAuley is the Founder, President and CEO of Summit Leadership Foundation as well as a Founding Member and an Independent Certified Coach, Speaker and Trainer of the John Maxwell Team. Summit Leadership Foundation is a 501(c)3 non-profit Christian ministry located in Johnson City, TN.  Summit serves as a relational hub for “Connecting, Consulting, Coaching and Caring” for leaders.   www.summitlife.org

 

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Recently elected Criminal Court Judge Lisa Rice and Washington County Commissioner Katie Baker at an ETSU event.

Recently elected to Criminal Court Judge Part 1, Lisa Nidiffer Rice,  and Washington County Commissioner-elect Katie Baker at an ETSU event.

Our closely watched Tennessee Republican primary and in some cases, general election, is now past. The candidate I supported and worked for, Lisa Nidiffer Rice, won the winner-take-all Republican primary May 6 and was uncontested in the August election for Criminal Court Judge Part 1. Lisa had signed me to an exclusive agreement with her so I (gladly!) got to watch this August race from the sidelines. Here is my “outsider’s perspective” on the public relations that went into winning and losing our local races.

1. Y’all come! That’s NorthEast Tennessee to the core. When some people decided to exclude others, including their current state representatives, from a shindig featuring the governor, it didn’t sit well with the voters. Instead the voters made those “excluded” feel welcome where it counted: at the polls. My husband, a native of Erwin, Tennessee, is as down-home as they come. I recall him saying last week (in reference to a certain candidate) “Candidate ___ is a member of the cucumber-sandwich-and-white-wine-for-lunch-crowd.”  Ouch! A pollster couldn’t have hit it more squarely on the head.

2. Hard work and planning pays off: Congratulations Katie Baker, a newcomer to the field of Washington County commissioners who was truly omnipresent! Katie knocked on doors and went to every event she possibly could. I had coffee with Katie and my advisory board member Nancy Dishner when Katie first decided to run and was very impressed with her intellect and her genuine willingness to work for the people.

3. Communications skills are HUGE: I watched one of the winning candidates masterfully use his opponent’s campaign to his own advantage. He created a #noinvitationrequired hashtag when he was snubbed from the aforementioned party and regularly used his opponent’s own words to his advantage on Facebook.

4. Money doesn’t always win: Untold thousands of dollars from outside interests were poured into a campaign to unseat three Tennessee Supreme Court justices, alleging they weren’t’ “conservative” enough for the Volunteer State. In the end the judges, who were ethically restrained from advertising for themselves, prevailed. The big money lost.

Carter County electioneers during the May primary.

Carter County electioneers during the May primary.

5. Do not ever overlook Carter County! Carter County is pivotal in any local election. Carter County folks hold voting up with motherhood, apple pie and Friday night football. There just isn’t anything more important than going to the polls. The day I voted early in Carter County,  I drove my mother (a native of New York State) through the gauntlet of Carter County electioneers. She was stunned. Never had she seen anything like the encampments of eager, sign-waving campaign supporters. In examining poll results it appears at least one highly contested multi-county race was made/broken by Carter County voters.

6. Name recognition goes a long way: In two consecutive elections I have watched someone with tremendous name recognition (because they  or a relative had previously held office,) win. It’s simple: In politics and in life, you build a personal brand.

Do you have comments to add about what you’ve seen work effectively in campaigns, particularly at the local level?

 

 

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Johnson City Morning Rotary Club members present a check to the Salvation Army.

One of the best things I have done since going into business five years ago, was to join Rotary International. Specifically, I joined the Johnson City Morning Rotary in January at the invitation of my strategic planning consultant, Rebecca Henderson. While I have been a part of other civic clubs in the past, with its motto of “service above self” Rotary stands alone as a top-notch service organization. Just last week we presented our club’s quarterly donation to the Johnson City Salvation Army, one of many fine charities that benefit from the hard work and fundraising abilities of our members.

 

When my friend Vivian Crymble heard that I was now a Rotarian she and Dick Ray asked me to provide some Facebook communications tips for the club at the district level. Vivian is the district governor for Rotary 7570 (She’s over 85 Clubs from Roanoke, Virginia through Northeast Tennessee.) Both she and associate district governor Dick Ray have found these tips useful and I hope you will too!

  1. Each of the 61 admins of the unit pages needs to “like” the district 7570 page.
  1. The district page needs to “like” all the other unit pages and interact with the. Example: I posted a photo of Vivian on the Johnson City Morning Rotary page. It would be great if the district page could comment on that.
  1. Keep up to date cover shots; comment on other page’s cover shots.
  1. Be sure to tag people (the more people you tag, the more exposure the photo gets)
  1. Play off a theme. Example: This year’s Rotary conference theme at the Homestead in Hot Springs, Virginia is “The Faces of Rotary.” Start X number of days before the annual conference and feature a “face” on a weekly basis.  Event-related posts gets people excited for the upcoming event and will get them “talking” online.
  1. Sharing posts from The District page as well as the District sharing posts from the unit pages will connect the two and should result in new “likes” for both parties.
  1. The more interaction the page has, the more exposure the page gets.  Get more interaction by posting photos, questions, event details, etc.)

 

I hope you find these tips helpful. Do you have others to add? What’s worked in terms of social media for your favorite club or organization, particularly when planning an event?

 

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Dr. Stephen Marshall, Chair ETSU Mass Communications, MarketingMel advisory board member

Dr. Stephen Marshall, Chair ETSU Mass Communications, MarketingMel advisory board member

When it comes to flying solo as an entrepreneur, always surround yourself with people who are smarter than you are! One of the best ways I’ve found to do that is through the creation of an advisory board.

Now that MarketingMel is celebrating five years in business there is one thing I can point to that was a *really smart” move.- Forming an advisory board. Imagine my delight when I opened this month’s issue of Success Magazine, and found an article by Emma Johnson titled, “How to Form an Advisory Board.” Ms. Johnson asks several insightful questions and interviews three entrepreneurs about their advisory boards. Well, Ms. Johnson, since we didn’t get to speak, here’s the MarketingMel story!

I formed the MarketingMel advisory board in January 2013. It’s comprised of three men and three women, all very successful in their fields. When I’ve mentioned having a MarketingMel board at public speaking engagements people always are interested in how I went about forming the board, who I asked and what they do. Here are five tips:

1. Invite people who complement your skill set: One of my board members, Dr. Stephen Marshall, was recently promoted to the position of Chair of the newly created Mass Communications Department. Just yesterday we got together at Starbucks and brainstormed with one another. He says I help him keep in touch with the real world (he also consults with a large ad agency) and he helps me keep the pipeline open to fresh, young talented PR majors!

2. Seek board members who will tell you the truth (not your  friends!) Do I have broccoli in my teeth? As one of my other board members describes it, you need people who will tell you if you have broccoli in your teeth. Honesty and candor are important in this role. Since then I have affectionately referred to my board as “the broccoli board.”

3. Listen to these business leaders’ advice: When your board members make suggestions, heed their advice. The whole reason you invited them to your board is that they are smart. I actually have a “to do” list from by last board meeting that I’m working through.

4. Connect your board members with one another: In addition to helping you/your business, make it so that your board members can connect with one another. We’ve all learned so much sitting around the table together and sharing.

5. Vary your meetings: I find that a combination of phone calls, Starbucks one-on-one sessions and full board meetings work well. I like to keep in touch with my board members in some form on at least a quarterly basis.

Do you have an advisory board? What has worked well for you?

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MarketingMel's Mary Ellen Miller at a recent public speaking engagement along with Sarah Kinsler in the background.

MarketingMel’s Mary Ellen Miller at a recent public speaking engagement along with Sarah Kinsler in the background.

The Holston River Regional Library has invited me to train regional librarians from throughout the Northeast Tennessee region in the importance of “Public Relations in the 21st Century” during a half day workshop session in August. As a result I’ve reviewed several public relations plan templates and compiled this list of top PR Plan ideas. A shout out of thanks to Debbie Leven who offers a free downloadable template and to PR for Dummies. I’ve compiled some of those PR ideas along with my own thoughts from years of experience as a professional communicator, to come up with this list.

  1. Overview – What is your current Public Relations challenge?
  2. Goals/Objectives – What do you want to achieve? Why?
  3. Target Audience – Who do you want to reach? What do you know about them?
  4. Messages – What are your key messages? (No more than three at any one time! The human mind can’t keep up with more.)
  5. Strategies – What are the methods to achieve your goals and objectives?
  6. Tools – What methods will you use to support your PR? Example: email blast, Social Media Outreach, etc.
  7. Media – What publications/broadcast/blogs will you target? Do you have an up-to-date “media list”?
  8. Designated Spokesperson- Every company needs to speak with one or no more than two voices. Who is your designated company spokesperson? (This is particularly important should a crisis arise.)
  9. Evaluation – How will you measure and monitor your success?
  10. Action Steps – What are your next steps? Timeline? (In the case of the librarians they are expected to issue a minimum of quarterly news releases.)

I plan to have the librarians actually create a news release so that when they leave the workshop they will have something “ready to roll.”

Do you have other steps to add that you would add to this plan? What are some of your best PR practices for your company? I would love to hear from you!

 

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MarketingMel talks with Carl and Bob on WJCW's Thinking Out Loud

MarketingMel talks with Carl and Bob on WJCW’s Thinking Out Loud

What are some examples of customer service you’ve seen in connection with social media that have worked well and worked effectively? That’s one of the topics we address on this  WJCW AM910 podcast of “Thinking Out Loud” with Carl and Bob (normally Carl N’ Dave but Dave was on vacation.)

I share a story of twitter being used to effectively manage customer service and a story of Facebook being used effectively on a political campaign.

Dave mentions Referral Key connecting him with potential voice talent work. We also discuss my “Three Ways to be a Shoo-in in Business and Politics.”

Enjoy this 12 minute podcast and please share with us some of your favorite customer service via social media stories.

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