Sunday, March 01, 2015

20 Reasons Why Blogging Isn't Just Writing

Photo credit: Mike Licht

Bloggers who write and approach their blog posts the way they write anything else, are sure to be disappointed. Why? Because they aren't using their blog the way it's meant to be used-- as a platform for something greater. For thought leadership, great offererings, the delicate art of persuasion, or an exercise in innovative graphics. Gingerly approaching blogging as simply "writing online" may be fine if you just want to get your feet wet, or get a feel for writing and publishing regularly, or learn the toolkit for common blogging platforms like Wordpress. But the real bloggers out there who have a following and online authority--bloggers like Chris Brogan, Seth Godin, James Altucher, and Copyblogger, for example, all have distinct qualities in their blogging that set them apart:

1. They know the value of a strong headline

2. They innovate interesting graphics

3. They tell a good story

4. They break up their copy with formatting and subheads so it's easily scannable online

5. They address a problem

6. They offer transparency about their lives

7. They make persuasive and interesting offers

8. They ask enough of the right questions to get us thinking and commenting

9. They are early responders in their fields

10. They have emotional intelligence

11. They understand and optimize their blog's connection to their business and their social marketing

12. They have additional publishing platforms, such as enewsletters, and realize their blog is one of the main ways to get subscribers to their all important e-list

13. They're not afraid to look forward in time, or back--with purpose

14. They tell their story well, and more than once

15. They embrace multimedia, either to express their own ideas or share those of others

16. They edit and/or rewrite often, without it being about ego

17. They appreciate the value of details and strategy

18. They understand deadlines are rather urgent about things. They aren't going to take 2 weeks to write a post that needs to be done today

19. They understand and care about their audience

20. They acknowledge their peers, colleagues, heroes, and the world around them

As someone who has blogged for years and plans to continue, I have challenged myself to embrace these blogging "truisms" going forward, and not fall into writing, but take full advantage of what this medium has to offer. I challenge you to do the same.

What say you? How do you think blogging differs from writing? Have you optimized your blog all you can for your strategy and purpose?

And One More Thing...Spock Remembered


I write this on a weekend when the world mourns the loss of Mr. Spock--Leonard Nimoy. Among all the thousands of tributes published between Friday and Sunday, The New Yorker "Postscript" by Joshua Rothman speaks to me the most, combining all the nuances of Nimoy's life acutely observed, with a personal touch that made it that much more resonant. Rothman cleverly captures the "silly seriousness" that Spock's character personified, as part of what made him so memorable. Rothman writes:

"Actors are sometimes imagined as shapeshifters, but, with a few exceptions, Nimoy didn’t really shift. He was given one way of seeming—measured, cerebral, serious, dignified, wry, and slightly naughty—and he showed, over a long career, how rewarding that combination could be. He proved the value of accepting, cultivating, and enjoying one’s own nature. May we all do the same with the selves that we have."

So that brings me to one more tip for my list--something I'm going to think about myself quite a bit going forward: blogging is about being yourself, but being larger then that, and taking the risk of "silly seriousness" almost every day.

Thank goodness for LLAP (Live Long and Prosper.) Let's also embrace BLAP-Blog Long and Prosper.

 

 

Tuesday, February 17, 2015

6 Top Social Media Trends in Higher Ed

In December, I was invited on behalf of Santa Clara University to participate in the Higher Education Social Media Conference 2014 (#HESM14), which featured dynamic mini presentations by nearly 15 college campus social media directors and decision-makers across the country. It was a great learning experience to view real-life case studies illustrating both successes and challenges in social outreach to students. Following are 6 of my top my takeaways and tips in the aggregate:

1. Instagram Mini-Campaigns

While Instagram is a hugely popular platform to reach college students, on its own it's tough to get traction, and will probably not grow your Followers without some oomph. A mini-campaign using a designated hashtag relevant to your desired goal can be effective in boosting your online visibility. The case study we viewed highlighted a special recognition day on campus, encouraging students to post their photos of the event using that hashtag and related ones. The results showed over double the amount of engagement and followers.

Tip: limit your campaign to 1-2 weeks, so you can concentrate the buzz and excitement. Campaigns longer than that can lose momentum before they're over, and typically require a more developed and sophisticated content marketing strategy.

2. Snapchat for Storytelling and Relationship Building

Miami University in Ohio is an interesting case study in the effective use of Snapchat. Karine Jolly posted an informative interview with @KellyABennett, social media manager at MU, who experimented with event promotion and behind the scenes strategies in particular to raise student awareness. She not only posted, but studied what events were screenshot the most to determine what students were most interested in.

Tip: Aim for authenticity, and don't worry about being polished or edited--this platform aims for a realWorld glimpse into campus life. With 77% of college students using Snapchat daily, it's definitely a platform worth considering.

The social media team at SCU during a conference break.

3. Photo Friday (Social Media and Website)

A great way to boost student participation and visibility for your university website and social profiles is to designate Fridays to focus on graphics and visuals. Announce a new theme each week, with a deadline of Thursday afternoon, allowing your social team to organize, select, and edit the best photos if needed. Feature the winning photo on your website, and as your Facebook Cover photo, to help create buzz and encourage participation.

Tip: Make sure the theme and criteria for selection are clear and consistently communicated out, so you have the largest choice of graphics to select from.

4. Tumblr for Creative Expression

Try Tumblr as a microblogging platform that optimizes creativity and graphics, focusing on creative expression for the publisher without the traditional blog format that is more text heavy and reliant on Comments.

Tip: Go for the visuals. Tumblr audiences expect dynamic and strong graphics then those on other blogging platforms.

5. Recruit and Reward Dynamic Social Media Ambassadors

You know you're excited about your brand, but it's even better when others tell your story--the impact of third-party testimonials can be enormous. So, implementing a team of social media ambassadors is a great way to extend your brand and build buzz on your social channels. Decide the criteria you want for your team of ambassadors, (ideally students who are involved in and enthusiastic about campus activities.) Students who enjoy taking photos and clever with captions and a quick story are a big plus, as they can help supply you with a constant flow of great digital content.

Tip: Treat your ambassadors well! Reward them with cool swag to show your appreciation, and let them know you take their roles seriously.

6. Optimize Events With Hashtags

Branding your events with hashtags is an important way to organize online conversations before, during, and after events, and to grow your potential audiences. While the use of hashtags is becoming more common and more sophisticated, many organizations make the mistake of underpromoting them, or using them inconsistently or incorrectly. Conversely, there are instances when events become so popular or dynamic, that audiences start creating their own hashtags to suit their own preferences, and they take on a life of their own.

Tips: Choose hashtags no longer then 6-8 characters, so that they don't take up the entire tweet on twitter. Make sure your hashtag is unique and hasn't been used previously, so there is no brand confusion. Also, try to brand the hashtag so it clearly represents the event it's connected to, and is therefore easier for audiences to remember. Be sure to include your hashtag in all pre and post event promotions, as well as, of course, during any live tweeting at the event.

What social media trends are at the top of the list in your niche or industry, and what do you think future trends will be? Share in the comments.

 

 

Wednesday, February 04, 2015

Twitter Tips for Nonprofits and Beginners




Over the last few years, I've trained dozens of individuals on Twitter best practices and tips. Some of them were tweeting for themselves, others on behalf of organizations or small businesses. They all held in common many basic areas of confusion concerning Twitter best practices, no matter what their area of expertise. So in order to better streamline this process, (and be prepared for the next round of students), I have taken the liberty of organizing my best tips here for those just starting out. I hope beginning tweeters will find these useful, and I plan on a Part 2 blog post coming soon on frequently asked questions about Twitter. In the meantime, please enjoy these tips, and feel free to follow me @carriewriter.


BASIC TWITTER TIPS
  • Create cohesive profile (good photo, tagline, link, etc. Do not use the default egg!)
  • Review relevant content for your area
  • Review influencers in your area
  • Ask yourself: what are my goals, short-term and long-term
  • Start Following influencers, contacts, and people you meet at live events 
  • While a tweet is140 characters, use 100 to give others room for retweets and comments
  • Understand Twitter lingo, such as RT, @mentions, @replies, DM, private vs public, Favorite
  • Platform and posting tools: Try to avoid tweeting using Twitter plain, but opt for 3rd party platform such as Hootsuite, Tweetdeck. Buffer is my favorite app for scheduling tweets when I'm busy.
  • Pay attention to your Stream/Feed and get a feel for the discussions going on in your niche area
  • Don't know who to Follow? Take Twitter up on its suggested Followers to start with, you can always be more discriminating later. Also, merge with your Contacts in your Gmail and address books to connect with those you are already communicating with.
  • Decide your tweeting schedule, voice, and style
  • Know keywords for your area, this should drive your content
  • Include your Twitter handle everywhere ( e-signature, article publications, business card, etc.)
  • Be nice and Share Share Share
  • Tweet images, both graphics and photos
  • Create and be strategic with Lists
  • Understand and use hashtags
  • Take advantage of Twitter's Advanced Search tools
  • Learn common hashtags for your niche and begin using them, particularly for events if you are organizing them, or taking part as a live tweeter
  • Mix it up-- multimedia approach adds interest (ie articles, podcasts, vids, images, etc.)
  • Use Metrics and assess regularly to rate your progress
  • Set up Google alerts for keywords and terms
  • Live tweet an event using apps like Tweetchat

COMMON MISTAKES

  • Making tweets too long--over 140 characters makes it impossible for anyone to comment or RT
  • Not using link shortener (owly, bitly)
  • Being too self-promoting
  • Not tweeting often enough
  • Not following back followers who are a good fit
  • Not taking advantage of national/global trends
  • Being boring or showing off
  • Being myopic 


QUICK STRATEGIES FOR SUCCESS


  • Be newsy - Twitter is after all a newsfeed
  • Keep Following Follower ratio balanced
  • My favorite: find your favorite Influencer and see who they follow and who is following them. Chances are you'll discover cool people
  • Pay attention to best times of day, frequency, and days of week for your audience
  • Have a strategy for who to Follow
  • Don't be afraid to have a Voice and Style, this is what sets you apart in a crowded platform
  • You're only as good as what you link to - if you link to flat website pages or bad or outdated links, it will reflect poorly on you
  • Be immediate - people react quickly to their Twitter feeds
  • Keep your goals in mind -- if you're growing your restaurant business and start tweeting about baseball, you're going to confuse your audience
  • Save time by using the best tools out there for your purposes. Many of those proficient on Twitter only tweet a few minutes a day.

RESOURCES







Do you have more Twitter tips and resources? Share in the Comments, and happy tweeting!

Thursday, January 15, 2015

Book Review: The Art of Social Media

Happy 2015 and welcome to my first book review of the year. The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick consisted mostly of social media tips and was an easy read, with a lot of scannable content for those so busy doing social media that they probably barely have time to sit and read a book about it. I had of course heard of and heard Guy Kawasaki speak in person, but had never heard of his co-author, Peg Fitzpatrick, which did give me pause...if she was such a social media influencer, why had I never heard of her? (I'd be curious if others had heard of her before reading the book.) I do think name recognition important in this context.

While there were some valuable tips overall, I was a bit surprised that the book completely ignored important trends in online visibility, such as: brand ambassadors, Snapchat, Vine, Instagram video, podcasting, and other video platforms outside YouTube, such as Vimeo. The discussion of blogging could have been more substantive through at least a brief description of the various blogging platforms out there, and the suggestion to guest blog for places like Huffington Post and Hubspot probably not realistic for most of us, who are not as connected as the authors.

I was also surprised that the discussion of YouTube was rather cursory, with no mention of hugely important tools such as annotations, geotagging, etc., and the suggestion to create a channel trailer, which is pretty common knowledge. I was also disappointed that the LinkedIn section was rather superficial. Most of us know to customize a request to connect and not use the default language LinkedIn provides, as well as the importance of connecting with Groups.

I agree with some of the other reviewers on Goodreads that the book could have used more case studies, and there were too many references to the companies Guy is involved with, particularly Canva. (I just started using Canva for Facebook posts, and while it's a cool platform, the fact that users have to pay for nearly all the images offered if they don't use their own photos, is pretty annoying.)

Visually, I found it odd that the book was full of underscores representing hyperlinks, but obviously if we are reading the hard copy this isn't going to happen, so why not do readers a favor and include the URLs in parentheses for us to look up on their own? It was also difficult to read the small screenshots meant to illustrate specific points.

On the positive side, I ended up with about 10 action items as takeaways, most related to Pinterest, with fresh tips on the arrangement of boards, use of public vs private boards, etc. But overall, the book could have been a more dynamic and compelling read.

 

Monday, December 01, 2014

To Rise Again at a Decent Hour Both Astonishes and Frustrates

To Rise Again at a Decent Hour

To Rise Again at a Decent Hour by Joshua Ferris
My rating: 4 of 5 stars on Goodreads, please join me there!

I started this book with trepidation given the widely varying reviews here and elsewhere --everything from groundbreaking, to boring, to "why bother," with more then a few readers commenting on the specific audience required to appreciate this novel. I found the latter to be not of major concern. So, here goes:

The set up (courtesy LA Times)
"Paul O'Rourke is a quintessentially contemporary protagonist — of a certain sort. He's a dentist, and a good one, with a practice on the Upper East Side of Manhattan and a condo overlooking the Brooklyn Promenade. He's a Red Sox fan, wrestling with the unexpected letdown of his team having won the 2004 World Series, a victory that, in some essential way, has left him bereft.
"I didn't want my team to lose," he notes; "I just didn't want my team to be the de facto winner.... The days of trembling uncertainty, chronic disappointment, and tested loyalty — true fandom — felt vitally lacking." As to why this is important, it's an expression of identity, framing Paul as part of "a cursed and collapsing people," scorned, neglected, their very purpose one of degradation and of loss.
Paul is, like so many of us, lost in modernity, surrounded by choices but unable to connect. His relationships are fleeting, overly idealized; they end as soon as they get real.
This posture of rootlessness, of drift, occupies the center of Joshua Ferris' third novel, "To Rise Again at a Decent Hour," which Paul narrates with an offhand grace. He is, like so many of us, lost in modernity, surrounded by choices but unable to connect.

What I Loved
Ferris is clearly a talented writer, so I had enough motivation from the crispy dialogue and "dance" of sad-funny-satirical moments at the dentist office Paul presides over to keep reading.

The originality of the characters, story, and plot, deserve merit here. When everyone else is writing about disappearing spouses and relatives, the idea of Paul being taken over by an online identity that suddenly provides him with a website, as well as Twitter and Facebook profiles, and posts all kinds of commentary and religious dogma, is pure techno genius, and so right-on in the era of digital reliance. I also felt the dialogue rang true for the most part, and Ferris does a great job interweaving New York City and the Brooklyn promenade, not to mention dentistry and imaginatively fabricated religious secs, as key vehicles for his story.

On the Challenging Side:
The long religious passages were tough to stick with, and may lose readers who weren't prepared for them. I see why Ferris felt he needed to do this, as his religious identity is one of the key plot points, but they were just too long and I found myself skimming them so as to get to the relationships and faster moving sections.

I wanted to be rooting more for Paul, but in the end I don't think I was as excited about his self-discovery as the author wanted me to be, nor did I end up feeling that religion was necessarily what Paul needed in the end, although his Rothian breakdown and frustration with modern times is convincingly rendered. I tend to read more women writers with women protagonists then men, so perhaps I just didn't identify enough with Paul's "guyness," baseball obsession and all.

Summary: if you are a patient reader and like a lot of philosophy and religious curiosity mixed into your fiction, this book is for you. It's also worth the read for probably one of the best extended descriptions of a woman putting her hair into a ponytail that I've ever read. The inclusion of life's little touches like this one help counterbalance the frequent not-for-the-squeamish dental "extractions."



View all my reviews

Wednesday, November 05, 2014

Virgin America In-Flight Marketing Fail

In June, I flew Virgin America to New York. What was apparently billed as a "special" flight, ended up being a marketing ploy to get passengers to buy into Virgin's new credit card. Except for the cute and admittedly tasty Virgin logo cupcakes we were treated to at the gate, the whole thing was a big letdown and, in my view, a marketing fail for Virgin. Passengers were given a $10 off promotional card upon boarding, but on reading the fine print, you of course had to open an account to benefit from it. The so-called inflight goodies included a dumb trivia game, where guessing right to questions about--guess what--Virgin's new credit card--got you a bag of potato chips, and I think a discounted flight, but the winnings weren't clear. Really? Passengers were systematically photographed while reviewing the credit card promotional video on their individual screens (a bit Big Brother if you ask me), and in other poses, with frantic looking marketing staff running up and down the aisles, as if their jobs were on the line if nobody signed up. And by the way, no photo permissions obtained. Did boarding the flight mean consenting to promotional photos...where did it say that?

Virgin, here's a few things you could have done differently:

  • Cool swag like caps and t-shirts would have made the difference here. I happily would have posed for a photo with said cap and t-shirt, worn them out in the real world, tweeted and facebooked as well, both during the flight since I was online, and afterward. This would have doubled and even tripled their marketing efforts -- even if only a handful of passengers had been encouraged to do this. (Note: when I asked one of the Virgin reps about swag, he merely shrugged and said,"we don't have this." Really?
  • Free snack plates for everyone. The Virgin protein meal is a pretty tasty offering, that I frequently order in flight. It's only $8. If Virgin had treated all the passengers to this or similar, along with a little promo on the credit card tucked into the plate, it would have gotten my attention more. And if I could have gotten a discounted meal by tweating about the credit card, I'd have done that too.
  • How about an inflight photo booth concept? Take photos of all the passengers (who consented) having a good time on the flight, then email it to them later with a link to the credit card offer, with a Virgin logo snd backdrop framing the image. Great branding, right?
  • In-flight Bingo, with winners getting a preloaded Virgin gift card, with no strings attached.

Generally speaking, I prefer Virgin America to the other airlines and fly it when I can, and even complemented them on their marketing here 2 years ago. What I like is the variety of online entertainment, safety record, and OK, the purple interior lighting that's a welcome break from harsh fluorescents and makes me feel for at least a moment or two, like I'm not inside a plane. But let's face it--an airline that can put together a rockin' safety video like this one, should get its marketing act together on the credit card.

On my next flight, I'm ordering the protein meal and maybe a premium movie, but sorry, Virgin, I won't be paying with your credit card.