If only media relations or just any other type of public relations, opportunities are missed.

If only direct mail, opportunities are missed.

If only SEO or SEM, opportunities are missed.

If only Twitter, opportunities are missed.

If only, Facebook, opportunities are missed.

If only blog, opportunities are missed.

Okay, by now you get the picture.

While my communications career has had its focus, I’ve never been a one-size-fits-all type of person. In the same way, companies should not limit themselves — budget permitting — to one communications approach.

Each communications vehicle can play off another. For example:

In advertise, beat your chest. Brag. Boast.

For media relations, educate your audience about what your ads brag about, show real-world examples, and prove to your media contacts how/why it’s news.

Then, try to combine your editorial targets with your media schedule to get more opportunity to make more and varying impressions on readers in each issue.

Take social media as another example:

If you have a Facebook Page, great. Provide value. Encourage discussion. Get feedback. Do a little self-promotion.

Complement that Facebook effort with a Twitter account to seek out those who might be interested in being part of your Facebook Page community. Facebook Pages are limited in self-promotion because Facebook’s platform is focused on individuals. That’s why you have people suggesting Pages, and companies starting off with a Profile; and later moving to a Page — asking their friends to take still another step and become fans.

But, with Twitter, you can be proactive by searching for tweeple tweeting about your terms, and then following them, engaging them and directing them to your Facebook Page.

Sure, there’s more people using Facebook than Twitter, but I’m talking about just one tactic for reaching out to prospective community members, rather than relying on your personal network or being passive.

The main point is, don’t become so narrow focused on one tactic or the latest trend. Take a look at your core needs, objectives, goals and then develop a plan — an integrated plan — of strategies and tools that will give you the best opportunity to achieve those needs, objectives and goals.

-Mike

If you’re looking for a fresh look on marketing communication program, let me know. I’d be more than happy to brainstorm with you.

*One of my main tenants in marketing communications is, go where the fish are. That is, it’s easier to develop and retain customers if you go to the places, the sites, etc., where they are then it is to try to get them to change their habits and come to you. So, if advertising is not one of the best ways to reach your marketplace — don’t advertise. If your prospects and customers are not online (that’s becoming more rare each day) — minimize your time online.

Your marketing communications approach needs to targeted around the needs of your prospects, customers and influencers, and, of course, your budget.

Image credit: http://www.flickr.com/photos/certified_su/ / CC BY 2.0

But, if you’re in an online or social media community manager-type role, questions are a great way to obtain community input and feedback while giving the individuals in your community the opportunity to be heard and make an impact.

I’ve said all along that, in social media, you need to buy into others’ ego and that inherent need we all have to feel important. If operated correctly, an online community allows just that — while still accomplishing marketing objectives.

While all social media is about community, there are, of course, more community-focused platforms than others: Twitter, Facebook, and discussion boards* to name a few. If you’re a business or association, your followers and fans usually have some connection to you, and have accepted the marketing side of your involvement on these platforms. So, a little promotion is expected — but don’t over do it.

Below are 10 questions a business or organization can ask to give individuals in your community a voice while obtaining valuable feedback — and spurring positive branding as well. These are general and should be customize to your particular business, product, service, offering or whatever you’re trying to sell. Please add any other types of questions or feedback you have in the comments.

1. Invite community members to submit a design using your product/service/logo/etc., and then periodically use a submission for your profile or account icon. It’s a great way to see how community members visualize your brand and what they associate it with.
2. What tips do you have to share with other community members — could be tied to Brand XYZ or in general? This type of question is good if you have a cleaning product, weight-managment product, or other item where people can share their expertise on a topic wrapped around your market focus.
3. What do like best about Brand XYZ?
4. What is your favorite flavor, type, variety, meal, etc.
5. When was your first experience with Brand XYZ? How or why did you first learn of us?
6. What are suggestions do you have for improving Brand XYZ, i.e., add or get new location, flavor, design, color, functionality, etc.?
7. What could we do to get you to visit or buy more of Brand XYZ? Of course, price is always a main consideration but other than price, what? If price is the only consideration, feel free to say so.
8. When do you use or visit Brand XYZ? Does your use tie in to a particular time of day, when you first awake or are working on something late at night, when you are celebrating something, etc.?
9. What memories do you have tied to Brand XYZ?
10. Is there anyone associated with Brand XYZ — an employee or even another community member — that you’d like to give a shout-out to, helped you, made an impact, etc.

Of course, these are general questions and, as I said above, should be customized to your product, service, organization or whatever you are trying to market.

For other online community resources, I encourage you check out and follow:

• Connie Bensen, well-known community strategist who current works at Alterian-Techrigy
• Amber Naslund, who is director of community for Radian6
• Mashable’s 10 Rules for Increasing Community Engagement
• Chris Brogan’s Essential Skills for a Community Manager

Thank you!

-Mike

*On many discussion boards, unless you started it, there are limitations to the level of promotion you have. Some boards have threads dedicated for company news and such. For most threads, you have to be more generic to engage the community, but it’s still possible.

Image credit: http://www.flickr.com/photos/travelinlibrarian/ / CC BY-NC-SA 2.0

It is so easy to email, DM, Facebook, IM and use other forms of digital communication these days. Too easy, I’d say.

If I want or need an immediate response, I will call someone or IM (if the person is online). If I really, really want a reply, I call. Otherwise, if you email, a response is at the will of the other person — and who knows what else he or she has going on. His/Her timing likely won’t equal your timing.

And, if there’s no rush, that’s fine. There are many times when email and other digital communication is effective and appropriate.

But, for immediate response, don’t forget about the old fashioned telephone. Or, rather, cell phone.

So, for those times when you NEED a response and don’t want to leave a message, when are you best chances to reach out and talk to someone?

I don’t have any cold-hard facts for that answer. Just anecdotal gut-feelings brought about after years of media calling, combined with prospective employer or client follow up calls. Here’s my list of the best time to call AND speak to someone:

Between 8:30 and 9 a.m.: By then, most people are in the office, have had their cup of coffee or tea, and are starting to settle into their day. Typically, most meetings don’t start until 9 a.m. So, when you call within that half hour, you can catch someone after they are ready for work but before they head off into any meetings or dive into any projects.

Just before noon or just before 1 p.m.: Everybody eats lunch, right? Even if they go out, you can catch them just before noon before they head out. Being late for lunch is not as big a deal as being late for a meeting or being interrupted when in the middle of a project. If they eat at their desk or don’t go out, it doesn’t take an hour to eat — even if you include conversations with co-workers. So, they are usually back by 1 p.m. and you can call then without interrupting lunch.

If you are making media calls, you also need to know when deadlines are and avoid them.

Also, I suggest NOT calling towards the end of the day. Typically, people are wrapping up the day’s work and looking forward to going home, or putting out a last-minute fire. Either situation is not ideal for getting a positive response from someone with whom you need or want something.

So, what do you think? Am I off? Do you have other good suggestions of when people can reach out and talk to someone?

-Mike

Image credit: http://www.flickr.com/photos/trashit_t-shirt/ / CC BY-NC-ND 2.0

There was Word Perfect…now (and for a while) there’s Word.

There were WebRings…now there’s blogrolls.

We’ve come to accept that the latest new social media site and tool likely may not last long.

But, what about Facebook?

At the October 2009 Social Media Breakfast-Toledo, Curve Detroit’s Charlie Wollborg said that Facebook has staying power because of its “nesting” services. We post family photos and videos. We stay connected with friends and family. We’re not going to leave that behind.

However, I’ve always had a bit of concern over the business-related uses of Facebook. With its servers generally closed to Google, Yahoo!, Bing and other search engines, the only way I saw reaching members and gauging success was through apps and contests. And, I wasn’t alone in that view of Facebook being not business-friendly.

So I am glad to see several recent developments.

One is an opening up of Facebook to search, highlighted by Google’s recent announcements, via Inside Facebook:

This specifically means that any brand, famous individual or other Page owner who shares status updates or media like videos or photos from their Page will get this content showing up in real-time Google search results, which could increase SEO traffic for Facebook Pages.

You also can view AdAge’s story for details.

Combine the search engine news with a study about college students’ preference for Facebook, and you can easily see long-term success for Facebook.

Anderson suggests that this decrease in blogging and discussion-board visits may be because Facebook is quickly becoming more of a communications hub than a social networking site. He noted that its increasing variety of applications, functionality and flexibility enables it to deliver “one-stop shopping” in the otherwise fragmented digital space.

While Facebook may some day fade off into the sunset, it’s the shining star for now.

Point to Ponder: While Facebook may be here to stay and be tempting to use it for your business — with 350 million members worldwide — don’t rush to Facebook. Only start a Page, Group or Cause if enough of your customers and prospects are there, and if it suits your overall marketing objectives. Having a Facebook presence likely will benefit you, but just be sure it’s right for you and you know what to expect. Set objectives! I developed a simple how-to for creating a Facebook Page that you might find helpful.

Thank you.

-Mike

So, in this 1:37 video, I try to sum up what social media marketing is. In four simple words.

Please have a look. I very much welcome your comments and if you agree or not — especially if not.

-Mike