The Social Media Manifesto

THE THE SOCIAL SOCIAL MEDIA MEDIA MANIFESTO MANIFESTO

MEET MEET

JOSEPH JOSEPH

people on how to harness ess JoeJinstructs oe instructs people on how ess to harness

ess thethe power of social media. Your business power of social media. Your business ess willwill be be in up to to a thousand locations, in up a thousand locations, with traffic flowing in in from every ner with traffic flowing from everycorner corner ner of the web.

We go beyond Facebook of the web. We go beyond Facebook with a comprehensive approach and with a comprehensive approach and a proven process to bring the right a proven process to bring the right customers to to your site.

WeWe provide customers your site. provide consulting, workshops, and education consulting, workshops, and educationtoto ssss helphelp youyou master thethe tools your business master tools your business needs to achieve greater Internet needs to achieve greater Internet marketing success than you’ve ever marketing success than you’ve ever dared to imagine. dared to imagine. a licensed Mortgage Loan JoeJoe is aislicensed Mortgage Loan Originator with over 20 years Originator with over 20 years experience. a Mortgage Loan experience.

AsAs a Mortgage Loan Originator, he can assist you withallall Originator, he can assist you with areas of mortgage lending – purchasing, ng, ng, areas of mortgage lending – purchasing, building or refinancing.

Joe can service building or refinancing. Joe can servicee e residents with many products residents with hishis many products available for all types of buyers, available for all types of buyers, including primary, secondary, vacation including primary, secondary, vacation and investment properties. and investment properties.

INTRO.

I IHEAR HEARSO SOMUCH MUCH ABOUT ABOUT SOCIAL MEDIA BUT SOCIAL MEDIA BUT IS IS IT IT REALLY REALLYWORTH WORTH THE THE TIME TIME AND ANDEFFORT? EFFORT? ISN’T ISN’TSOCIAL SOCIALMEDIA MEDIA FOR FOR KIDS. KIDS.CAN CANI IREALLY REALLY USE USE IT IT TO BUILD BUILDMY MYBUSINESS? BUSINESS? MYBUSINESS BUSINESSIS IS DOING DOING FINE. FINE. MY WHYSHOULD SHOULDI I CARE CARE ABOUT ABOUT WHY SOCIALMEDIA? MEDIA? SOCIAL DON’TEVEN EVENKNOW KNOW WHERE WHERE I IDON’T TOSTART. START. TO

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e hear questions like these every day. In our work as social e hear questions like these every day. In our work as social media consultants, we work with real estate agents and small media consultants, we work with real estate agents and small business owners from around the country who are struggling to business owners from around the country who are struggling to figure out how to make social media work for them. figure out how to make social media work for them.

It’s like anything anythingnew newand anddifferent, different,social socialmedia media It’s true true that, that, like can Thinkabout aboutit.it. Less Lessthan thana ahundred hundredyears years ago, can be be intimidating. intimidating. Think ago, small owners were wereadjusting adjustingtotodoing doingbusiness businessatatthe the speed small business business owners speed of radio, telephone telephoneand andtelevision. television.ItItwas wasdifficult, difficult, of the the telegraph, telegraph, radio, but whosurvived survivedwere werethe theones oneswho whosaw saw these but the the entrepreneurs entrepreneurs who these tools andturned turnedthem theminto intoananadvantage. advantage. tools as opportunities opportunities and And are, at at the thecusp cuspofofaanew newrevolution revolutionininbusiness business And here you are, communication. Where communication.

Whereelse elsewould wouldyou youwant wanttotobe? be?

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WHAT IS WHAT IS SOCIAL SOCIAL MEDIA? MEDIA?

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hen people talk about “social media,” they’re actually hen people talk about “social media,” they’re actually referring to a myriad of different websites and tools that allow referring to a myriad of different websites and tools that allow people to talk to one another. Some social media networks are people to talk to one another. Some social media networks are meant to include as many people as possible, like Facebook, others meant to include as many people as possible, like Facebook, others are more specialized, like Zillow for real estate agents and buyers, are more specialized, like Zillow for real estate agents and buyers, Ravelry knitters and andcrocheters, crocheters,ororGoodreads Goodreadsfor forbook book lovers.

Ravelry for for knitters lovers.

Whatever passion—oryour yourindustry— industry—there’s there’sprobably probably a social Whatever your your passion—or a social media out there there for foryou. you. media site site out This the two twobiggest biggestsites, sites,Facebook Facebookand andLinkedIn, LinkedIn, This book book covers covers the as as well givesyou youthe thetools toolsyou youneed needtotogogoout out and well as as Google—and Google—and gives and conquer social media mediawebsite websiteyou youjoin. join. conquer any social What these sites sites have haveinincommon commonisisthat thatthey theyallow allowpeople people What all of these to have have conversations conversations about you to aboutthe thethings thingsthat thatinterest interestthem. them.If If you walk away from this walk this book bookunderstanding understandingonly onlyone onething, thing,understand understand this: Social media it it soso this: media isis about aboutconversation. conversation.That’s That’swhat whatmakes makes effective. effective.

When you you use you When use social social media, media,you youcan canstart starta aconversation conversationand and you have some some control have control over over who whoyou’re you’retalking talkingwith; with;you youcan canrequest request friends or accept their requests.

Sarah, one of the authors ofof this friends or accept their requests. Sarah, one of the authors this book, has 782 Facebook friends as of this writing.

They are from allall book, has 782 Facebook friends as of this writing. They are from over the world. They include her clients, her close friends, family over the world. They include her clients, her close friends, family members, friends from high school and college, people she’s met members, friends from high school and college, people she’s met at networking events, other parents she met at her daughter’s at networking events, other parents she met at her daughter’s preschool, and her husband’s co-workers. It’s a wide-ranging group, preschool, and her husband’s co-workers. It’s a wide-ranging group, full of different ideas, life experiences, and knowledge. full of different ideas, life experiences, and knowledge.

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ow let’s say that Sarah wants to start a conversation. Perhaps ow let’s say that Sarah wants to start a conversation. Perhaps she wants to know more about a neighborhood, because she’s she wants to know more about a neighborhood, because she’s thinking about moving. As an avid Facebook user, one of her first thinking about moving. As an avid Facebook user, one of her first moves will be to post a status: Thinking about moving. What should I moves will be to post a status: Thinking about moving. What should I know about Northern Liberties? know about Northern Liberties?

She might get live in in She might gettwenty-eight twenty-eightreplies—some replies—somefrom from people people who who live thethe neighborhood, there, neighborhood,some somefrom frompeople peoplewho whoown own businesses businesses there, some who just might some who justknow knowthe thearea areamore morecasually. casually. Two Two of of them them might begin a debate is better. better. begin a debateabout aboutwhich whichneighborhood neighborhoodsushi sushi restaurant restaurant is Three will complain fifteen Three will complainabout abouthigh highrents rentsand andgentrification, gentrification, but but fifteen willwill rave about Two rave aboutthe theparks parksand andhousing housingand andurge urge her her to to move. Two willwill invite her invite hertototheir theirhouses housestotoget getto toknow know the the area area better.

What a response! getting What a response!It’s It’sa afar farmore morepersonal, personal,connected connected way of getting informationthan thansimply simplysearching searchingfor forititonline—and online—and because information knows thepeople peoplewho whoanswered answeredher, her,she she has has aa better better idea of sheshe knows the of whether shecan cantrust trustthe theinformation informationthan thanifif she she was was reading a whether she website shefound foundthrough througha aGoogle Googlesearch. search. website she Now imagine,for fora amoment, moment,that thatthis thispost, post,and and the the ensuing ensuing Now imagine, conversation,is isabout aboutyour yourbrand. brand. conversation, word-of-mouth—ona agrand grandscale. scale.

It’sIt’s word-of-mouth—on Are you ready?

Are you ready?

Let’s get started.

Let’s get started.

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CHAPTER1 1 CHAPTER

YOUR BRAND. BRAND. YOUR YOUR PROFILE. PROFILE. YOUR

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oes your business have a storefront? What does it look like? oes your business have a storefront? What does it look like?

Do you have a brightly colored awning, or maybe a gold-lettered Do you have a brightly colored awning, or maybe a gold-lettered sign that proudly proclaims your specialty to the world? Do you sign that proudly proclaims your specialty to the world? Do you show off your products in an attractive window display? Is it an show off your products in an attractive window display? Is it an inviting place that makes potential customers feel welcome? What inviting place that makes potential customers feel welcome? What does your storefront does your storefrontsay sayabout aboutyour yourbusiness? business?

Perhaps yours isn’t that kind of business.

When Perhaps yours isn’t that kind of business. But But guess guess what? what? When you join the you join theworld worldofofsocial socialmedia, media,you youhave haveaa storefront. storefront.

When you sign or just just When you signupupfor forananaccount accountwith withFacebook, Facebook, LinkedIn, LinkedIn, or about any other about any othersocial socialmedia mediasite, site,the thefirst firstthing thing you’ll you’ll be be asked asked to to dodo is is totofillfillout outa aprofile. profile.This Thisisisyour yourstorefront—your storefront—your face to thethe world. world.This Thisis iswhere whereyou youget gettotocommunicate communicate what what you’re doing, how If doing, howyou youdodoit,it,and andwhy whyyou youdo doititbetter better than than anyone else. If potential customerslike likewhat whatthey theysee, see,and andyour your profile profile is full of potential customers of informationand andmakes makesititeasy easytotofind findyou, you,you you will will be be amazed at information at how quicklythose thosepotential potentialcustomer customerturn turninto into actual actual customers. customers. how quickly Both LinkedInand andFacebook Facebookoffer offertwo twokinds kinds of of accounts: accounts: business Both LinkedIn business and personal.

You are going to need both, and we’ll talk later and personal. You are going to need both, and we’ll talk later about about differencesbetween betweenthese thesetwo twopages pagesand and how how to to use use them them thethe differences together.

Youwill willbebeasked askedtotofill fillout outaapersonal personal profile profile when when you together.

You you join, and fromthere thereyou youcan cango goon onto tocreate create your your business business page. join, and from page.

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CHAPTER2 2 CHAPTER

FACEBOOK FOR FOR FACEBOOK BUSINESS AND AND BUSINESS FOR LIFE LIFE FOR

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YOUR PERSONAL PAGE

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n Facebook, you can control who sees your personal pages: n Facebook, you can control who sees your personal pages: you can set it to be visible only to friends you’ve approved, or to you can set it to be visible only to friends you’ve approved, or to the wider world. It is generally best, for your privacy, to set your the wider world. It is generally best, for your privacy, to set your personal page to be visible only to friends. personal page to be visible only to friends.

But even though you know who’s looking, it’s important to put your But even though you know who’s looking, it’s important to put your best All those thosefriends, friends,friends friendsofoffriends, friends,business business best foot foot forward. forward. All contacts, potential customers customerswant wantyou youtotobebeinteresting, interesting, but contacts, and and potential but not wrong reasons! reasons! Are Areyou youaafunny funnyguy? guy?Great—joke Great—joke not for for the the wrong away, at the the expense expenseofofothers. others.Keep Keepititlight lightand andfamilyfamilyaway, but but not not at friendly, never, ever everinsult insultother othercultures, cultures,nationalities, nationalities, friendly, and and never, oror religions. you love love to toparty? party? Then Thendance dancethe thenight nightaway—but away—but religions. Do Do you keep pong photos photosfar faraway awayfrom fromFacebook.

Facebook. keep those beer pong A thumb isisto tothink thinkabout aboutwhat whatyou’d you’dsay saytotoother other A good good rule of thumb people in mixed company politics people companyininan anoffice. office. Would Wouldyou youtalk talkabout about politics or religion religion at the water that or water cooler cooleratatwork? work?You Younever neverknow knowwhen when that friend from high school friend school will willturn turntotobe berunning runninga acompany companythat that could become become aa major could major client clientfor foryou—so you—sodon’t don’tturn turnoffoffpotential potential customers right customers right off off the the bat! bat!

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YOUR BUSINESS PROFILE

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hen you start a business page, it should be visible to the hen you start a business page, it should be visible to the general public. This is your storefront! This is what people who general public. This is your storefront! This is what people who search online for your business’s name, your product, or your search online for your business’s name, your product, or your industry will find. So make it memorable, but also functional. industry will find. So make it memorable, but also functional.

It’s important to include basic information that people might be It’s important to include basic information that people might be looking for, such as: looking for, such as: WHERE IS YOUR BUSINESS LOCATED? WHERE IS YOUR BUSINESS LOCATED? WHATARE AREYOUR YOURHOURS? HOURS? WHAT WHATIS ISYOUR YOURWEBSITE WEBSITEADDRESS? ADDRESS? WHAT WHAT KINDS OF OFGOODS GOODSOR ORSERVICES SERVICESDO DOYOU YOU OFFER? WHAT KINDS OFFER? WHATIS ISYOUR YOURPHONE PHONENUMBER? NUMBER? WHAT

Photos business,your yourproducts, products,ororyour youraccomplishments accomplishments Photos of your business, are include, as as well wellasasaavery verybrief brief(200–400 (200–400words) words) blurb are great great to include, blurb about offer and andwhat whatsets setsyou youapart apartfrom fromthe thecompetition. competition. about what you offer Think of this as your this Think your “elevator “elevatorspeech”—you speech”—youmight mightonly onlyhave have this person’s attention attention for person’s for aa few fewseconds, seconds,sosomake makeititcount. count.

When someone someone presses page, When presses the the“like” “like”button buttonononyour yourFacebook Facebook page, they’ll see see all they’ll all of of your your business’s business’sposts postsand andupdates updatesonontheir theirnews news feed, right there with their friends’ status updates and photos. feed, right there with their friends’ status updates and photos.

You’ll be be in in front You’ll front of of their theireyes eyesevery everyday. day.What Whatananopportunity! opportunity!

This is is also also aa great you This great place placefor fornews newsabout aboutyour yourbusiness. business.Are Are you offering something new? Did a celebrity dine at your restaurant? offering something new? Did a celebrity dine at your restaurant?

Did you just list a hot new property? Let your followers know!

Did you just list a hot new property? Let your followers know!

Sites like Facebook make it easy for them to share your news or Sites like Facebook make it easy for them to share your news or pass it on to interested friends—so don’t be surprised when you pass it on to interested friends—so don’t be surprised when you hear from a friend of a friend of a friend who spotted your posting hear from a friend of a friend of a friend who spotted your posting online and wants to know more. online and wants to know more.

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FACEBOOK TOOLS

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hen you start a business page on Facebook, as soon as you hen you start a business page on Facebook, as soon as you get more than 33 “likes,” you will start to see information about get more than 33 “likes,” you will start to see information about how many people are looking at your site. You’ll be able to see how many people are looking at your site. You’ll be able to see how many views each post gets, as well as the page in general, and how many views each post gets, as well as the page in general, and how many came from your personal Facebook friends as well as how many came from your personal Facebook friends as well as “viral views that that came camefrom fromyour yourposts postsbeing beingpassed passedaround around “viral hits,” hits,” views to your social socialnetwork. network. This Thisisisa agreat greatway waytoto keep to people people outside outside your keep track posts get get attention, attention,sosoyou youcan canlearn learnand andgrow. grow. track of of what what posts You take advantage advantageof ofFacebook Facebookeven evenoutside outsidethe thesite. site.

You can can also also take Did that you you can canput putFacebook Facebookbuttons buttonsononyour yourbusiness’s business’s Did you you know know that website? the button buttonisiseasy easytotododoininmost mostwebsite website builders website? Installing Installing the builders and customers“like” “like”your yourbusiness businesswithout withoutever ever leaving and will let your customers leaving your And when whenthey theydo dothat, that,allallofoftheir theirfriends friendswill will your website. And seesee it it on their their news feed—free on feed—freeadvertising advertisingfor foryou! you!

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CHAPTER CHAPTER 33

KEEPING IT KEEPING IT PROFESSIONAL PROFESSIONAL

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WHAT YOUR YOUR WHAT PROFILE PROFILE ISN’T ISN’T

Part of of understanding understandingwhat whatyour yourprofessional professionalprofile profile is means Part is means understandwhat whatit’s it’snot. not. It’s It’shard hardtotoincorrectly incorrectly together understand putput together your social socialmedia mediaprofile, profile,but butthere thereare aresome someways ways your toto dodo it. it.

These pitfalls These simple simpletips tipswill willhelp helpyou youavoid avoidcommon commonprofile profile pitfalls and make make sure surethat thatyour yourclients clientssee seeyou youasasthetheconsummate consummate professional you are. professional you are.

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YOUR PROFILE ISN’T A CATALOGUE YOUR PROFILE ISN’T A CATALOGUE If everything you post is an attempt to “hard sell” your customers, If everything you post is an attempt to “hard sell” your customers, no one will want to read your updates! Remember, this is a no one will want to read your updates! Remember, this is a conversation. So instead of doing this: conversation. So instead of doing this:

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YOUR PROFILE ISN’T THE COMPLAINTS DEPARTMENT. YOUR PROFILE ISN’T THE COMPLAINTS DEPARTMENT. Keep it positive! If you complain about your job, your hours, your Keep it positive! If you complain about your job, your hours, your commute, and so on, clients will pick up on your negativity. And commute, and so on, clients will pick up on your negativity. And never complain about clients, vendors, or even competitors—even never complain about clients, vendors, or even competitors—even if you don’t use names. They’ll hear about it—and even the people if you don’t use names. They’ll hear about it—and even the people you complain about aboutwill willstart startwondering wonderingwhat whatyou’re you’re going you didn’t didn’t complain going to to say say about about them. them.

YOUR ISN’TAASOAPBOX. SOAPBOX. YOUR PROFILE PROFILE ISN’T We opinions. But Butunless unlessopinions opinionsare arewhat whatyou’re you’reselling, selling, We all have opinions. they clients off. off.IfIfyou’re you’reaaprofessional professionalcampaign campaign they can turn clients strategist, by all all means, means,your youropinions opinionsabout aboutlocal localcandidates candidates strategist, then by are relevant, relevant, and that’s forfor are that’s probably probablywhat whatyour yourreaders readersare arelooking looking when they come to jeans? when to your yourpage. page. But Butififyou yousell sellhand-tailored hand-tailored jeans?

Maybe it’s not worth you Maybe worth alienating alienatinghalf halfofofyour yourpotential potentialclients. clients.If If you do share share opinions, opinions, it’s do it’s great greatififyou youcan canoffer offersome somethat thatare arerelevant relevant to what what you you do to do and and that thatshowcase showcaseyour yourphilosophy: philosophy:

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WRITE IT LIKE A PRO WRITE IT LIKE A PRO There is one simple factor that will make a world of difference in There is one simple factor that will make a world of difference in whether potential clients view you as a professional: Writing. whether potential clients view you as a professional: Writing.

Your profile can be thoughtful, inventive, even groundbreaking in Your profile can be thoughtful, inventive, even groundbreaking in how it communicates your message—but if it’s full of bad grammar how it communicates your message—but if it’s full of bad grammar and misspellings, it will turn client’s off. and misspellings, it will turn client’s off.

BUT I’M BUT I’MA APLUMBER, PLUMBER,NOT NOTAN ANENGLISH ENGLISH TEACHER! TEACHER! I know, I know.

It isn’t fair that people whose jobs I know, I know. It isn’t fair that people whose jobs have have nothing nothing to to dodo with writing to tell tell with writingget getjudged judgedon ontheir theirwriting. writing. But But I’m I’m here here to you the hard format, you the hardtruth: truth:social socialmedia mediais,is,above aboveall all else, else, aa written written format, and you will it’s and you willbebejudged judgedononyour yourwriting. writing.Maybe Maybe it’s it’s not not fair, but it’s true. comes true.Clients Clientswho whosee seea apage pagefull fullofoftypos, typos,ALL ALL CAPS CAPS (which comes across asas shouting), you across shouting),and andhalf-formed half-formedsentences sentences will will think that you didn’t careenough enoughtototry trytotomake makeaagood goodimpression. impression. And typos didn’t care aren’t just unprofessional,they theycan caneven evenmislead mislead customers. customers. Did aren’t just unprofessional, Did you just accidentallyoffer offer80% 80%off offinstead insteadof of 30% 30% off? off? Did you you just accidentally you just offer lookatatyour yourclient’s client’s“boots” “boots”instead instead of of their their “books”? “books”? just offer totolook After thereis isa abig bigdifference differencebetween: between:Let’s Let’s eat, eat, Grandma!

Grandma! and After all,all, there and Let’s Grandma!

Let’s eateat Grandma!

WHATCAN CANYOU YOUDO? DO? SOSO WHAT Proofread!Look Lookatateverything everythingtwice twicebefore beforeyou you post post it. it. If If you’re Proofread! you’re not confident that you’ll catch all of the errors, ask a friend to help not confident that you’ll catch all of the errors, ask a friend to help or hire a professional proofreader. (You can find one at greyediting. or hire a professional proofreader. (You can find one at greyediting. com.) You wouldn’t order a sign for your storefront without paying com.) You wouldn’t order a sign for your storefront without paying attention to what it says, so don’t make that mistake with your attention to what it says, so don’t make that mistake with your online storefront! online storefront!

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You can also improve yourself as a writer. Barron’s publishes You can also improve yourself as a writer. Barron’s publishes a workbook called Business English with helpful exercises for a workbook called Business English with helpful exercises for businesspeople who want to write more professionally. And Lynne businesspeople who want to write more professionally. And Lynne Truss’s Eats, Shoots & Leaves is a funny and accessible guide Truss’s Eats, Shoots & Leaves is a funny and accessible guide to grammar and punctuation. A good dictionary like Oxford to grammar and punctuation. A good dictionary like Oxford American orMerriam-Webster Merriam-Websterwill willhelp, help,too. too.You You might American Dictionary Dictionary or might not writer—butyou youcan candodothis. this. not be be aa professional professional writer—but

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CHAPTER 4 CHAPTER 4

BUILDING BUILDING YOUR YOUR BRAND

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When most people think about branding, we think about the When most people think about branding, we think about the big guys: big guys:

But small businesses benefit from branding, too. And promoting But small businesses benefit from branding, too. And promoting your on social social media mediaisisaagreat greatway waytotocreate createa brand a brand your business business on identity is memorable memorableand andthat thatsets setsyou youapart apartfrom fromyour your identity that that is competitors. competitors.

Your is your your reputation reputationininaanutshell. nutshell.It’s It’sthe theimage—and image—and Your brand brand is the pops into intopeople’s people’sminds mindswhen whenthey theyhear hearyour your the feeling—that feeling—that pops business’s Your brand brandtells tellspeople peoplewho whoyou youare areand andhelps helps business’s name. Your them whether they theywant wanttotobe beyour yourcustomer. customer.How How can you them decide whether can you set apart? Here Hereare aresome somebasics basicstotoget getyou youstarted: started: set your your brand apart?

KNOW YOUR CUSTOMER KNOW CUSTOMER Let’s say you’re aa menswear Let’s mensweardesigner. designer. Who Whoare areyou youdressing? dressing?If If you know know that that your you your ideal idealcustomer customerisisaayoung, young,urban urbanman—25 man—25 to 40, 40, let’s let’s say—with hiphip to say—with aa professional professionaljob jobthat thatallows allowshim himtotobebe and creative, creative, then that and then you’re you’regoing goingtotopitch pitcheverything everythingyou youdodototo that customer. Your customer.

Your website, website,your yourads, ads,and andyour yoursocial socialmedia mediapresence presence should be funny and knowing, with a sleek design and a strong sense should be funny and knowing, with a sleek design and a strong sense of style.

You should emphasize quality and fashion, rather than of style. You should emphasize quality and fashion, rather than bargain prices. When you write, you have that customer in bargain prices. When you write, you have that customer in the back of your mind as your reader. You’ll write differently than the back of your mind as your reader. You’ll write differently than if you were trying to appeal to “everyone.” if you were trying to appeal to “everyone.”

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KNOW WHAT MAKES YOU DIFFERENT KNOW WHAT MAKES YOU DIFFERENT What do you have that your competitors don’t? Maybe you’re a What do you have that your competitors don’t? Maybe you’re a photographer but you’re also a father of five, and so you specialize photographer but you’re also a father of five, and so you specialize in family portraits. Maybe you’re a Spanish translator who just so in family portraits. Maybe you’re a Spanish translator who just so happens to have a Ph.D. in chemistry. If so, perhaps you’ll decide happens to have a Ph.D. in chemistry. If so, perhaps you’ll decide to design a logo for your business that incorporates a test tube, to design a logo for your business that incorporates a test tube, so that people will remember that you’re the person to go to for so that people will remember that you’re the person to go to for scientific translations. Make it memorable and unique, and people scientific translations. Make it memorable and unique, and people won’t forget won’t forgetyou. you.

KNOW WHAT KNOW WHATMAKES MAKESYOU YOUDIFFERENT DIFFERENT Once you’ve Once you’vedecided decidedononyour yourpoint pointof ofview, view,stick stick to to it. it. If If you’re you’re selling sparkly selling sparklyaccessories accessoriestototeenage teenagegirls, girls,you you might might adopt adopt aa chatty, irreverent stick chatty, irreverenttone toneininyour yoursocial socialmedia mediaposts. posts. Great!

Great! But stick with it—don’t with it—don’tchange changeyour your“voice” “voice”every everytime. time. Let Let your your customer customer base getget totoknow they base knowthe theidentity identityyou’ve you’vechosen chosen for for your your brand, so they recognize andfeel feelcomfortable comfortablewith withit. it. Once Once you you get used to recognize it itand this, comenaturally naturallyfor foryou. you. this, it’llit’ll come HAVE VISUALIDENTITY IDENTITY HAVE A AVISUAL You want keepthe thesame sametone toneand andpoint pointof of view view in in everything everything You want totokeep you hirea agood goodgraphic graphicdesigner designerto tomake make you you aa logo logo and you do,do, sosohire and aa website.Choose Choosecolors colorsand anddesigns designsthat thatgo gowith with your your theme, theme, and website. and keep it all consistent.

Your clients should be able to spot your keep it all consistent. Your clients should be able to spot your brand brand from a distance! from a distance!

BACK IT UP BACK IT UP The best way to give your brand a good reputation and good wordThe best way to give your brand a good reputation and good wordof-mouth is by backing it up with top-quality customer service. So of-mouth is by backing it up with top-quality customer service. So

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deliver on your promises, and make your clients happy. Remember, deliver on your promises, and make your clients happy. Remember, social media is a conversation—and when you go above and beyond social media is a conversation—and when you go above and beyond hen you start they’ll a business page onabout Facebook, for your customers, be talking you. as soon as you hen you start they’ll a business page onabout Facebook, for your customers, be talking you. as soon as you get more than 33 “likes,” you will start to see information about get more than 33 “likes,” you will start to see information about how people arecustomers looking atinto your“brand site. You’ll be able to see If youmany can turn your evangelists,” they’ll how people arecustomers looking atinto your“brand site. You’ll be able to see dodo If youmany can turn your evangelists,” they’ll how many views for each post gets, as wellpage as the in general, and your advertising you, sharing your andpage writing aboutand their how many views for each post gets, as wellpage as the in general, your advertising you, sharing your andpage writing about their how many came from personalFacebook Facebook friends well as great experience with yourpersonal company.

And social mediaaswell website how many came from friends as great experience with your company.

And social mediaaswebsite “viral views that camefrom fromefficiently! yourposts postsbeing beingpassed passedaround around allows them to do dothat quickly and “viral hits,” hits,” came your allows themviews to itit quickly and efficiently! to your social socialnetwork. network.This Thisisisa agreat greatway waytoto keep to people people outside outside your keep track what posts get attention, you can learnand and grow.toto Imagine You goget outattention, ofyour yourway way to give excellent service track of of this: what You posts sosoto you can learn grow.

Imagine this: go out of give excellent service

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all clients. Recently, Recently,there therewas wasa afamily familyemergency emergency with all of of your your clients. with a a You takewhose advantage ofFacebook Facebook even outside thesite. site. bride and groom whose wedding yourevent event planning company was You can can also take advantage of even outside the bride andalso groom wedding your planning company was Did thatworked you can canfor put Facebook buttons on your business’s coordinating.

You worked for two daysstraight straight help them with Did you know You that you put Facebook buttons your business’s coordinating. two days totoon help them with website?

Installing the buttonand iseasy easy inmost most website builders website?

Installing the button isand totododo in website builders travel arrangements, planning, dealing with vendors—and you travel arrangements, planning, dealing with vendors—and you and customers “like” yourbusiness business ever leaving and will yourNow customers “like” your ever leaving saved theletday.

Now thebride bride telling all568 568ofwithout ofwithout herFacebook Facebook saved the isistelling all her your website. And when they do their friends seesee it it your And whenare they dothat, that, all of theirrelationships— friendswill will friends—many of engaged ororall in serious friends—many of whom whom are engaged inof serious relationships— on their their news feed—free advertising for on feed—free advertising foryou! you! about much she your The maid about how she loves loves yourcompany! company!

Thegroom groomand andthe the maid of honor honor have posted just of posted about aboutyou, you,too. too. Your Yourcompany’s company’sname name just went out to more what went more than than aathousand thousandpeople, people,and andallallyou youdid didwas was what you do do best best .. .. .. your you your job. job.

The writer writer and The and creative creativedirector directorJoel JoelKaplan, Kaplan,describes describesthis this phenomenon as: phenomenon as: An observation observation about ““ An about what whatpeople peoplewere weredoing doingand andthen thenfinding finding a way to have a voice in that conversation.

The upside of that a way to have a voice in that conversation. The upside of that is that people don’t feel like you’re showing them an ad. They is that people don’t feel like you’re showing them an ad. They feel like they’re having a conversation. And if they like that feel like they’re having a conversation. And if they like that conversation, they like that brand ” conversation, they like that brand ” (Quoted in Teressa Iezzi, The Idea Writers, New York: Palgrave MacMillan, 2010.)

(Quoted in Teressa Iezzi, The Idea Writers, New York: Palgrave MacMillan, 2010.)

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CHAPTER CHAPTER 55

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MINING MINING YOUR CONNECTIONS CONNECTIONS

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If Facebook is like a cocktail party online, LinkedIn is a business If Facebook is like a cocktail party online, LinkedIn is a business networking event. LinkedIn members post their resumes and their networking event. LinkedIn members post their resumes and their specialties and connect with business contacts in their own and specialties and connect with business contacts in their own and other industries. other industries.

When you “connect” with another LinkedIn member, you can When you “connect” with another LinkedIn member, you can see their connections (“second-degree connections”)—and their see their connections (“second-degree connections”)—and their connections’ connections (“third-degree connections”). You can connections’ connections (“third-degree connections”). You can search for your business needs (by searching for, say, “Pittsburgh search for your business needs (by searching for, say, “Pittsburgh web and find findpeople peoplewho whoalready alreadyknow knowsomeone someone you web designer”) designer”) and you know. can even even request requestan anintroduction introductionfrom fromyour yourcommon common know. You You can connection—resulting in“warm “warmleads” leads”every everytime. time.For Fora fee, a fee, you connection—resulting in you can outsideyour yournetwork networkdirectly directlyand andsee seewho who has can email email people people outside has viewed profile. viewed your your profile.

These resultininsurprisingly surprisinglywide widenetworks. networks.Sarah, Sarah, These connections connections result one authors, has has 468 468LinkedIn LinkedInconnections, connections,and andher her total one of the authors, total network third-degreeconnections connectionslinks linksher hertoto5,287,914 5,287,914 people! network of third-degree people!

YOUR RESUME RESUME YOUR It’s important important to post what It’s post your yourresume resumeinindetail. detail.You Younever neverknow know what part of your experience might resonate with someone.

The website part of your experience might resonate with someone. The website guides you you through and jobjob guides through it, it, with witheasy easyoptions optionsfor forentering enteringdates dates and descriptions. This don’t descriptions.

This isis aa place placefor foryou youtotopromote promoteyourself, yourself,soso don’t be modest!

Make sure to describe your accomplishments and what be modest! Make sure to describe your accomplishments and what expertise you gained in each job, not just your duties. expertise you gained in each job, not just your duties.

The Summary Summary section TellTell The section isisanother another“elevator “elevatorspeech” speech”opportunity. opportunity. your readers who you are, what you do, and why you’re the best, your readers who you are, what you do, and why you’re the best, briefly and eloquently, and they’ll want to know more. briefly and eloquently, and they’ll want to know more.

Don’t ignore the sections for Specialties and Skills & Expertise.

Don’t ignore the sections for Specialties and Skills & Expertise.

The point is to give people lots of opportunities to find you.

The point is to give people lots of opportunities to find you.

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One thing that you want to make sure to do is to get people to One thing that you want to make sure to do is to get people to click over to your website, where they can learn even more about click over to your website, where they can learn even more about you and even buy your product. Here’s a little trick we’ve learned you and even buy your product. Here’s a little trick we’ve learned over the years. When you enter your web address, you will see a over the years. When you enter your web address, you will see a drop-down menu with several options: Personal Website, Company drop-down menu with several options: Personal Website, Company Website, Blog, RSS Feed, Portfolio, and Other. We recommend Website, Blog, RSS Feed, Portfolio, and Other. We recommend choosing other. Why? Because then you get to choose the text, choosing other. Why? Because then you get to choose the text, which means that you can put in your actual company name instead which means that you can put in your actual company name instead of of thethe generic to show show generic“Company “CompanyWebsite.”

Website.” Another Another opportunity opportunity to offoff your brand. your brand.What’s What’snot nottotolove? love?

YOUR PHOTO YOUR PHOTO LinkedIn will you’ve LinkedIn willtell tellyou youthat thatyour yourprofile profileisn’t isn’tcomplete complete until until you’ve uploaded a picture—and feel uploaded a picture—andit’s it’strue. true.Prospective Prospective customers customers always feel more comfortable cut more comfortablewhen whenthey theycan cansee seeyour yourface. face. It’s It’s a way to cut against the against theanonymity anonymityofofthe theInternet: Internet:sort sortof of the the online online equivalent equivalent looking someoneininthe theeye eyewhile whileyou youshake shake their their hand. of of looking someone But choosewisely. wisely.This Thisisn’t isn’tthe theplace placefor foryour your vacation vacation photos. No But choose No bikinis, please!AAprofessional professionalheadshot headshotwould would be be great, great, if you have bikinis, please! have one; if you don’t, any professional-looking photo of your face and one; if you don’t, any professional-looking photo of your face and shoulders appropriate.AAgood goodrule ruleof ofthumb thumb is: is: Would Would II want shoulders is isappropriate. want aa prospectiveemployer employertotosee seethis? this?IfIfnot, not,don’t don’t subject subject your your clients prospective clients to it, either. to it, either.

LINKEDINPOSTS POSTS LINKEDIN Like Facebook, LinkedIn allows you to update your status and post Like Facebook, LinkedIn allows you to update your status and post articles. Treat this the way you would treat your Facebook business articles. Treat this the way you would treat your Facebook business page: keep it professional. Updates about your business are great. page: keep it professional. Updates about your business are great.

Are you running a special? Are you making a change you’re Are you running a special? Are you making a change you’re particularly excited about? Great! Post it. particularly excited about? Great! Post it.

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Posting articles is also a great way to position yourself as an expert Posting articles is also a great way to position yourself as an expert in your field. If you’ve written an article or a blog post that’s related in your field. If you’ve written an article or a blog post that’s related to your business, definitely post it! But you can also share articles to your business, definitely post it! But you can also share articles from industry magazines, blogs, or news sites that you think would from industry magazines, blogs, or news sites that you think would be of interest to your readers. The goal here is to share information be of interest to your readers. The goal here is to share information that is useful. You are a useful source of expertise in your industry! that is useful. You are a useful source of expertise in your industry!

So if you’re a chocolatier, go ahead and post that report from the So if you’re a chocolatier, go ahead and post that report from the Economist about how trade agreements are affecting the price of Economist about how trade agreements are affecting the price of chocolate.

If you’re you’re aa real realestate estateagent, agent,share shareananarticle articleabout about how chocolate. If how home are changing changingininyour yourarea. area.Just Justmake makesure suretotolimit limit home prices prices are thethe volume your posts. posts. One Oneor ortwo twoaaday dayisisplenty—you plenty—youdon’t don’t want volume of of your want to people or or give givethem themthe theimpression impressionthat thatyou you don’t to overwhelm overwhelm people don’t have things to to do, do,like likerunning runningyour yourbusiness. business. have better better things LINKEDIN GROUPS LINKEDIN GROUPS Groups another great greatway waytotoget getyour yourname nameout outthere. there.LinkedIn LinkedIn Groups are another has thousands and join. has and thousands thousandsofofprofessional professionalgroups groupsyou youcan can join.

Some are run by real-life Some real-lifeprofessional professionaland andnetworking networkingassociations; associations; others are online-only others online-only groups groupsofofinterest interesttotopeople peopleinincertain certain industries. Some and industries.

Some require requireapproval approvaltotojoin. join.Try Tryjoining joiningseveral several and looking around around to groups looking to see see what whatkinds kindsofofarticles articlesthey theypost. post.Many Many groups have lively conversations going about industry trends, debates, have lively conversations going about industry trends, debates, and ideas. ideas. and Commenting on name Commenting on articles articlesand andposts postsisisaagreat greatway waytotoput putyour your name out there. Make sure that you’re thoughtful, grammatical, and out there. Make sure that you’re thoughtful, grammatical, and professional, and you’ll quickly gain a reputation as someone who professional, and you’ll quickly gain a reputation as someone who knows what they’re talking about. Many prospective clients look knows what they’re talking about. Many prospective clients look at professional groups when they have a need to fill, so this is a at professional groups when they have a need to fill, so this is a great opportunity to sell yourself without selling—just by being great opportunity to sell yourself without selling—just by being your best self. your best self.

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CHAPTER CHAPTER 66

::

YOUR BIGGEST BIGGEST ALLY

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GOOGLE IT GOOGLE IT That’s how we find just about everything these days. A FleischmanThat’s how we find just about everything these days. A FleischmanHillard study found that 89 percent of consumers use Google and Hillard study found that 89 percent of consumers use Google and other search engines to make purchasing decisions. other search engines to make purchasing decisions.

89 percent - That’s huge.

89 percent - That’s huge.

So how can you make sure that when customers search, they So how can you make sure that when customers search, they find you? There are a lot of complicated factors that go into find you? There are a lot of complicated factors that go into determining what search searchresults resultsshow showup. up.Google Googlesearches searches determining what forfor keywords in the the text textof ofyour yoursite siteand andininwhat’s what’scalled calledthe the keywords both both in metadata, the back-end back-endinformation informationcarried carriedwithin withinyour yourwebpage. webpage. metadata, the ItIt also into account accounthow howpopular popularthe thesite siteisisand andhow howoften often also takes takes into it’s among other otherthings. things. The Theexact exactway wayit’s it’scalculated calculated it’s updated, updated, among is is aa heavily trade secret. secret.But Butthere thereare arelots lotsofofways waystoto help heavily guarded guarded trade help boost results. The Theart artand andscience scienceofofmaking makingthat that happen boost your site’s results. happen isis called engine optimization, optimization,ororSEO, SEO,and andtwo twoofofthe the authors called search engine authors of this this book, Joseph of Joseph and andRich, Rich,are areexperts expertsatatit.it.

SEARCH ENGINE SEARCH ENGINE OPTIMIZATION OPTIMIZATION(SEO) (SEO) When you do search engine optimization, back and When you do search engine optimization,you’ll you’llneed needtotogogo back and think about about your chapter think your ideal ideal customer, customer,the theone onewe wetalked talkedabout aboutinin chapter four. Try Try to to think hehe oror four. think from from that thatperson’s person’spoint pointofofview. view.What Whatis is she searching searching for? she for? Remember, Remember,it’s it’snot notabout aboutwhat whatyou’re you’reselling— selling— it’s about what your client needs.

That might be a product, but it it it’s about what your client needs. That might be a product, but might also also be ofof what might be aa solution solutionto toaaproblem. problem. So Soyou’ll you’llmake makea list a list what terms they might be searching for. Here’s a short list of examples terms they might be searching for. Here’s a short list of examples for someone who is a massage therapist: for someone who is a massage therapist:

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• • • • • • • •

Massage • Massage Back pain • Back pain Muscle tension • Muscle tension Stress relief • Stress relief Wellness • Wellness Alternative health care • Alternative health care Massage therapy • Massage therapy • Reiki Reiki

Notice Noticehow howmany manyofofthese thesefocus focuson onthe the customer’s customer’s problems? problems?

It’sIt’s also alsoa good a goodidea ideatotoincorporate incorporateaablog blog into into your your website website that you site that youupdate updateregularly, regularly,sosothat thatGoogle Google sees sees that that your your site is is active. links active.Original Originalcontent contentisisgreat, great,but butyou you can can also post links toto interesting interestingarticles, articles,asaslong longasasyou yougive give full full credit credit to the original. original.

PAY-PER-CLICKADVERTISING ADVERTISING PAY-PER-CLICK Googlealso alsooffers offerspay-per-click pay-per-clickadvertising, advertising, which which is exactly Google exactly what it sounds like.

You create ads that run on the side what it sounds like. You create ads that run on the side of of the the screenwhile whilesomeone someoneisisusing usingGoogle, Google,Gmail, Gmail, or or other other Google screen Google products,and andyou youpay paya asmall smallfee, fee,usually usually aa few few cents, cents, every products, every time someone clicks on your ad. time someone clicks on your ad.

This a greatway waytotodraw drawinincustomers, customers, because because Google Google will This is isa great will run your ad only when someone searches for terms that are run your ad only when someone searches for terms that are relevant to your business. Generally it’s best to start small and relevant to your business. Generally it’s best to start small and specify a cap of how many views you want to pay for before specify a cap of how many views you want to pay for before the ad stops running—that way, if your ad turns out to be the ad stops running—that way, if your ad turns out to be wildly successful, you won’t get surprised with a huge bill!

wildly successful, you won’t get surprised with a huge bill!

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WEB STATISTICS ANALYSIS WEB STATISTICS ANALYSIS If you have a website, it’s important to use a tool like Google If you have a website, it’s important to use a tool like Google Analytics. A basic account is free, and you can pay more for Analytics. A basic account is free, and you can pay more for additional features. Google Analytics will give you lots of additional features. Google Analytics will give you lots of crucial information, like: crucial information, like: • • •• •• •• •• •• ••

How many people are looking at your site How many people are looking at your site Where they are are located located Where they What theyspeak speak What language language they How they stayed stayedon oneach eachpage page How long long they What clicked on on What they they clicked How found your yourwebsite website How they they found Whether they came cameback backagain again Whether they

These very useful usefulfor fordetermining determiningwhat whatisissucceeding succeeding These are all very and whetheryou youare arereaching reachingthe theaudience audienceyou you and what isn’t, whether want to reach, and want and which whichof ofyour yourmarketing marketingstrategies strategiesareare working. Properly working.

Properly analyzing analyzingyour yourweb webstatistics statisticscan canprovide provide you with a wealth you wealth of of useful usefultools, tools,ififyou youread readititcorrectly. correctly.

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2

CHAPTER CHAPTER 77

BUILDING BUILDING YOUR YOUR BRAND

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Using and understanding social media, web tools, and Using and understanding social media, web tools, and SEO can be complicated. This book is intended as a short SEO can be complicated. This book is intended as a short introduction, to help you understand just how doable all of introduction, to help you understand just how doable all of this really is! this really is!

We understand that your time is at a premium—you’re an We understand that your time is at a premium—you’re an entrepreneur, after all! But we’ll be honest with you: we’re entrepreneur, after all! But we’ll be honest with you: we’re entrepreneurs, too. We Weget getit. it. And Andwe’re we’rehere heretotooffer offeryou you entrepreneurs, too. support the way, way, whether whetheryou’re you’rejust justdipping dippingyour yourtoes toes support along along the into of social socialmedia mediaororyou’re you’reready readyfor fora afull-on full-on into the the waters waters of sales blast. sales and and marketing marketing blast.

We with professional professionaladvice adviceand andmarketing marketingthat that We can can assist assist with will business onto ontoasasmany manyasasa ahundred hundredsocial socialmedia media will put your business sites your Google Googlesearch searchrankings. rankings.We Weknow knowhow how sites and raise your to statisticsand andcrunch crunchthe thenumbers numberstotofind findthe the to analyze analyze web statistics gems of information information hidden gems hiddenwithin. within.

That’s why we do That’s do the the planning planningfor foryou. you.We’ll We’llsitsitdown downwith with you, get to know you, know your your business businessand andyour yourneeds, needs,and andthen then customize aa social customize social media mediaand andSEO SEOplan planthat thathelps helpsyou youachieve achieve brand recognition recognition and too brand and increase increasesales saleswithout withoutever everseeming seeming too “salesy.”

We’ll help you join the conversation. “salesy.” We’ll help you join the conversation.

We encourage encourage you We you to to experiment, experiment,tototry trynew newthings thingsininthe the world of social media.

We’re willing to bet that you’ll find world of social media. We’re willing to bet that you’ll find it easier than you thought. You might even find that you it easier than you thought. You might even find that you absolutely love it! And if you want a helping hand, we’d love absolutely love it! And if you want a helping hand, we’d love to hear from you. to hear from you.

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Here’s how to reach us: Here’s how to reach us: Social Media Manifesto Social Media Manifesto Joseph V. Scorese Joseph V. Scorese socialmediamanifestobook.com socialmediamanifestobook.com ----------------------------How can How cana Real a RealEstate EstateAgent Agentand andCustomer Customer be be interacting, interacting, having conversations and posting information and having conversations and posting information and updates. updates.

The workshop will show you, step by step, exactly how to The workshop will show you, step by step, exactly how to create createananonline onlinereal realestate estatepresence presencethat that actually actually produces produces results. blogs, results.Each Eachlesson lessonbuilds buildson onthe thelast lastto to easily easily master master blogs, Facebook, Facebook,Twitter Twitter&&YouTube YouTube––all allthe theessential essential components components ofof social socialmedia! media!

Simply Simplyfollow followalong alongwith withthe thelessons lessonsin inthe the 44 courses. courses. You will literallybebepropelled propelledthrough throughthe theworld world of of blogging blogging and will literally social mediawith witha afully fullyoptimized optimizedblog blogto to attract attract buyers social media and sellers.The Thelessons lessonsguide guideyou youthrough through selecting selecting your and sellers. marketniche nichetotopage pagenaming, naming,advanced advanced customization, customization, image market image selection, property searches – we cover it all with an advanced selection, property searches – we cover it all with an advanced understandingofofhow howtotouse useSEO. SEO.The Thelessons lessons ensure ensure that understanding that you won’thave havetotopay paysomeone someoneelse elseto tomake make changes changes or you won’t or update your blog.

We teach you all you need to know. update your blog. We teach you all you need to know. Learn Learn all about RSS, widgets, plugins and more from real estate all about RSS, widgets, plugins and more from real estate agentswho whohave haveput putthis thisinto intopractice practicetime time and and time time again. agents again.

An understanding of search engine optimization (SEO) An understanding of search engine optimization (SEO) fundamentals there are some incredibly simple ways to make fundamentals there are some incredibly simple ways to make sure that Google, Facebook & etc. all pay attention. sure that Google, Facebook & etc. all pay attention.

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Find out how to get your Blog content in their search results Find out how to get your Blog content in their search results for potential clients to ďŹ nd when searching for homes and for potential clients to ďŹ nd when searching for homes and information in your neighborhoods. Know how to use SEO to information in your neighborhoods. Know how to use SEO to increase your business and keep your new and old customers increase your business and keep your new and old customers in the know. in the know.

There are some great free set of tools ever to be given to a real There are some great free set of tools ever to be given to a real estate Theywill willlearn learnhow howtotoleverage leveragethe thehuge huge estate professional. professional. They power SEO offers offers every everyreal realestate estateagent, agent,ififonly onlythey they power that that SEO would it! We We show show you youstep stepby bystep stephow howeasy easyit itis istotouse use would use use it!

SEO yourself,your yourlistings listingsand andyour yourneighborhood. neighborhood.

SEO to to market market yourself, Authenticity, Transparency,Listening Listeningand andEngagement Engagementareare Authenticity, Transparency, keys success. keys to to your your success.

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PLEASE CONTACT JOSEPH PLEASE CONTACT JOSEPHV.V.SCORESE SCORESEFOR FOR SPEAKING ENGAGEMENTS SPEAKING ENGAGEMENTSON ONSEO, SEO,LENDING, LENDING, PUBLIC SPEAKING OR EFFECTIVENETWORKING NETWORKING PUBLIC SPEAKING OR EFFECTIVE WORKSHOPS WORKSHOPS

+ + +

+OFFICE OFFICEMEETINGS MEETINGS +ORGANIZATIONS ORGANIZATIONS +EVENTS EVENTS

THE THE SOCIAL SOCIAL MEDIA MEDIA MANIFESTO MANIFESTO