Have you ever decided just for kicks to search for yourself on Google to see what the results look like? Try it.
When I type in Mark Wallace - commonground, I see my blog on commonground, my Linkedin Profile, Facebook, Twitter, and other social networking sites right at the top of the search results. Try a few people you know too. I looked up a few other members of commonground too - Mike Kulka, Alan Agadoni, and Larry Schnapf. After you try this, what is the first thing you notice that we all have in common?
Perhaps you see that since each of us are members and bloggers on commonground, we benefit from great marketing exposure via Google. Perhaps you quickly notice we are all members of LinkedIn. Perhaps you see how all of our professional qualifications are easily found because each of us chooses to make that information public. Perhaps it is all of the above.
From conversations with many environmental professional members of commonground, I realize many of you are trying to digest the value of social media outside of just being a member of commonground. One very easy to see way is your personal profile when someone searches for you. There are 14 Billion web searches done each month according to Comscore. Your future customers, partners, and potential employers are very likely going to search for you to find out what your credentials are. Therefore, it is important that when someone searches for you, they find the right you.
If you do not have a LinkedIn membership because you are skeptical, I encourage you to join the 43 million professionals who are members and who generally benefit from having their public LinkedIn profile come up in the top 5 results when someone searches for them.
To maximize your results and LinkedIn effectiveness after you have signed up, I thought I would share some LinkedIn Tips from a recent article on CBS moneywatch.com by Elaine Pofeldt titled Facebook, Twitter, and More: The New rules of Social Networking. In particular, there is a section that addresses how to shape your personal brand on LinkedIn. Here is a summary of her key points.
1) Seek out recommendations from past bosses, key clients, colleagues, and direct reports to create a 360 degree picture of your strengths
2) Instead of a generic job title at the top of your profile, use a short description of valuable credentials you can quantify
3) Fill out the interests section with pursuits, such as charitable projects, that reinforce your value to potential employers and clients
4) For consistency and branding, use a good head shot of yourself as your photo and try to keep the photo consistent with photos on other social networks
5) Opt for a free vanity address for your profile that uses your full name, such as linkedin.com/in/jandoe (this is not always possible, and if it is not, use one that makes sense given how you are represented on other social networking sites).
Again, see the above referenced article for more. It might sound pretty basic, and is, but the benefits are many.
I would also recommend you take your vanity address and drop in your autosignature. Why? It makes it easier for other folks to see your credentials, help you build your connections, and it is valuable in the event your email is forwarded to someone new.
Good luck and congratulations on letting your credentials tell the story you want to tell when someone searches for you.
For the past two days, I attended the Inbound Marketing Summit at Gillette Stadium, the home of the New England Patriots - the best NFL team of the ERA. Sorry Larry and other non - Boston sports fans. I had to add that.
The event talked about ways to help improve marketing effectiveness and ultimately sell more. Over the course of the next week, I intend to share some nuggets that I found were very valuable during the two days.
What should come as no surprise to anyone is that many environmental professionals are trying to figure out new and innovative ways to generate marketing exposure, leads, and sales. Our market has changed - as have most. However, as a whole, the environmental professional - consultants, lenders, attorneys, geologists, etc. are a little slower to adopt social media than other markets, such as the retail, travel, and technology industry. Why? Those industries are generally early adopters - and they are seeing the fruits of their labor and commitment. Once the b2c markets seem to find success, b2b markets seem to follow when it comes to advances in emerging technologies.
I had the pleasure of watching a presentation about Southwest Airlines. They have made a full commitment to social media. What does that mean? Paula Berg, a very intelligent and inspiring social media professional at Southwest shared that it is a directive that social media will be an integrated part of the customer experience at Southwest for all new initiatives. Seems like a pretty big commitment. Why would they do something like that?
First, Southwest Airlines has 750,000 twitter followers and on an average day add 7,000 new followers. Recently, they ran a short promotion and just used social media. What happened? Well, this promotional approach produced the biggest sales week in the 38 year history of Southwest Airlines.
The second thing that blew my mind was the Southwest Airlines rap video. I live on the web, but somehow I had not seen it. I have included the video below. A passenger on a Southwest flight ran a video of a flight attendant who decided to mix it up a bit from the same monotonous pre-flight speech we have heard hundreds of times.. Check it out for yourself.
This past weekend, I had the opportunity to experience South by Southwest, known to the social media crowd and those like me who use Twitter religously as #SXSW, in Austin Texas. The one word that comes to mind to describe it is "wow". The new technologies and ways to connect, communicate, and market our companies with customers available now and in the not too distant future are mind numbing. And, the venture capital being put behind these new technologies confirms that investors believe in them.
A group of us with about 40+ years of social media and online community experience presented on a panel about Lurkers on Social Media sites. As a follow up to my last post titled Social Media Lurkers: Are They The Most Important Community Members, which has received a number of comments, I thought I would share one of the key data points.
We determined throughout a group exercise that all of us, without exception, either lurk in communities or have at one point. Why is this important? Over the years, the vast majority of people I know, from environmental consultants to stay-at-home parents to college students, tell me that they are not comfortable with posting. However, they now are on social media sites regularly and feel like they don't add any value. That could not be further from the truth. Have you ever shared something you found valuable with your networks, perhaps over coffee, or maybe recommended a product you read about, or perhaps shared some insight on how to handle a problem? Then, you have added value to your communities.
In the last month, not a day goes by when a commonground member who was skeptical at first admits they are receiving tremendous value from many social media sites. The majority still prefer to read vs participate, but two years ago we were thrilled to have 2-3 comments in a day. Today, we have 35-50/day regularly. For our most scenic photo contest:
To our first time posters, thank you. For those of you who have never posted and think about whether you should, it is time to stop overanalyzing it. Everyone I know does the same thing to a certain extent and 100% of the people in Texas, arguably the group who use social media collectively more than any group out there, are all lurkers too - without exception!
Moving forward, let's think of ourselves as "learners" consuming information in the ways that work for us. When the time or topic is right, we just might jump into the conversation, check in on Foursquare, or sign up for Twitter account.
For now, know that you are in good company so join the conversation when or if the time is right. For those of you who recently have, we look forward to learning from you.
Social Media Clubhouse – What I learned lurking around the sxswlurkers hashtag
Urban Life Digital Magazine – Learning at SXSW
Corporate Executive Board – Are you neglecting your most important community members
One of the reasons why I am very passionate about social networking is that in the business world, it is still considered a new and emerging trend although it really has been around for many years. With any "new" trend, there are so many challenging questions to answer and try to figure out that it never gets boring or dull to me.
One topic in particular that is constantly scrutinized and debated is "participation".
For any of the social networking experts and newbie's, we often struggle with participation metrics. What is good? What is bad? How come only a limited number of members seem to actually participate and so many seem to lurk? Why is it that someone will email me a question and not actually post it within the community? It becomes this heated debate with a lot of great viewpoints and questions about the viability of a network, what the resulting hesitancy means, and ultimately whether the the members are receiving enough value.
Anyone who reads my blogs regularly, likely notices that often times I mention that I "recently had a conversation", or "was attending an event", or "was meeting with friends, coworkers, or relatives", and a topic of conversation intrigued me.
When you consider your family functions, your teams, your office - any situation where there is a group of people with a common bond having a conversation - whether it is a serious one or one at a bar over beers. Did you ever notice that only a few folks talk 90% of the time and the vast majority listen? Some members listen for a bit and walk away. Some stay the whole time and do not say a word. And some can stand around as part of the group the whole time and never say a word - ever. The two or three folks who talk tend to control the conversation and command the attention.
What is my point?
We are all wound a bit differently. My personality is such where I am a very transparent person who is very social and far from "shy". I also like to both listen and participate. You might be like me, but you also could be the type who would prefers to remain quiet. It is just who we are. Therefore, my advice is to consider these very basic fundamentals when thinking about quantifying the success of your social networking success. Don't look at situations and think that everyone should be participating - realize that some people never will, but they will get significant value regardless of whether they ever say a word or not if the content of the discussion is intriguing and deemed valuable. Therefore, focus on generating compelling content if you truly want to improve participation and not on overanalyzing participation patterns.
Each year the same family members attend family functions, each week that team shows up for their weekly hockey game, and each day those coworkers come to work - even the ones who don't talk as much as I do.
There is no reason why you should expect the online channel to be any different....
Typically, I have a lot to say and try to provide insight to members about social media. After viewing this, I am speechless!
I encourage you to watch this video from Glenn Beck:
It is about seven minutes in length, but it is well worth your time.
Could this have really happened? Really? Look forward to your comments.