As more and more consumers are making their way online, they’re creating conversations about the products and services they’ve been using for years. Consequently, more and more businesses are discovering the importance of being a part of the conversations that are already happening about and around them. However, a lot of businesses aren’t sure where to start. I find it’s always important to start with the basics, and frankly it doesn’t get more basic than the 6 W’s (or 5W’s and an H if you really want to get technical about it) – Who, What, When, Where, Why and How.
However, I can’t just let you off that easy. You’re going to ask these questions in 2 rounds. In the first round, you’re going to consider a few questions that will help you hone in on your target audience and learn what they are already talking about.The second round is focused on you, your business goals and the way that you’re going to reach your audience.
Now keep in mind that though these questions are simple, they’re not all going to be easy to answer PLUS there are a lot of questions to consider. It may all seem overwhelming at first, and that’s totally okay! There are tons of approaches to finding the answers to many of these questions, so leave comments or drop me a line at media@resamichelle.com for an in-depth explanation.
Let’s begin!
Round 1: Ask about your audience.
WHO Who is talking about you?
Are they clients? Are they peers in your industry? Are they potential clients? You want to know who is already talking about you and figure out if these are members of your target audience or if perhaps they should be.
WHAT What are people saying?
Is it good? Is it bad? Are they simply curious about who you are or what you do? It’s crucial to keep up with the buzz surrounding your brand because this will determine how you will connect with your audience.
WHEN When are they mentioning you?
Is it when you post new content? Are they responding to major events like new product launches or big announcements? This is one way of figuring out what drives traffic best for your business.
WHERE Where are people talking about you?
Which platforms are the members of your audience using? There are tons of platforms available, but trying to spread your time and resources is inefficient and could ultimately be ineffective. Work smart, not hard. Narrow down the platforms that are most important to your business based on the platforms your audience is using.
WHY Why are they talking about you?
Are they responding to your great customer support? Are they complaining about a defective product? Do they have questions about how you do things? Figure out why there is buzz about you – hopefully it’s a good reason. However, if it’s not, take it as an opportunity to right a wrong and rectify some poor feedback.
HOW How are your clients or potential clients using social web?
Are they broadcasting to make recommendations and evangelize? Do they simply rant or rave to their close friends? Or are they simply lurking and keeping watch? The way your audience is using the social web will help you decide what kind of approach to take with a campaign.
Treat all of this information as your data. This is the starting point to the success of your social media campaign, because this information is going to guide your answers for round 2 and ultimately, these answers will guide your social media efforts.
Round 2: Ask yourselves about your business and endeavor goals
These questions are a bit more straightforward, so they’re in a bit of a lightning round format. Ready?
WHO Who is your target market?
Are you a Business to Business or Business to Consumer type of service or product? What is your target demographic?
WHAT What are your campaign goals?
Are you trying to increase your brand recognition? Are you working to enhance and improve the customer experience? Are you working to build authority in your field?
WHEN When is the push most important?
Do you get the most buzz when you have just launched a new blog post or product? Or do you generate buzz by discussing upcoming announcements, products, service changes or deals?
WHERE Where are you going to join the conversation?
Which platforms are you going to use? Note that these should be the same ones your audience is using..
WHY Why are you going to engage with others?
ORM? Product feedback? Lead development?
HOW How are you going to connect and encourage engagement?
Are you going to launch viral campaigns? Are you going to incentivize current clients to join you online? Are you going to include your social media links and handles in your traditional marketing materials?
BONUS ROUND: Metrics and Application!
Now these questions are the ones that are going to take a lot more discussion and research, perhaps even professional consultation.
WHO Who in your organization is going to manage your efforts?
Are you going to have a single team member or dedicated team for your social media campaign (like Kodak)? Are you going to have multiple team members from various departments on board (like Zappos)?
WHAT What are you going to measure?
Buzz? Leads? The number of customer support issues resolved? Site traffic and conversions?
HOW How are you going to measure?
Are you going to create a budget for social media monitoring tools (like Radian 6)? Are you going to create a makeshift dashboard of free tools (like Addictomatic and Twitter Search)?
So now what?
I’m sure that by now your head is swimming with ideas and questions, and perhaps right now you’re a bit confused.
Okay, maybe you’re a lot confused.
Don’t fret! Remember, these questions are a frameworks and guide to your approach from the start. Additionally, these are questions you can always check back with if you feel like you’re missing the mark or getting off-track. Keep in mind that sometimes, things might change. You may have to go into crisis/emergency repair mode, but by having a firm grasp on the buzz around you, you’ll already be a step ahead of the game.
What questions guide YOUR social media efforts?
**Special thanks to Drew Skwarcan for sharing his editing skills in this post (and for being awesome)! Make sure to check him out – DrewSkwarcan.com
Today is the 1 year anniversary of my Twitter account. Over these last 365 days, I’ve developed a potentially unhealthy, but ultimately rewarding addiction to a rapidly growing and ever useful service.
In this time, I’ve connected with some of the most impressive, incredible people I have ever had the pleasure of interacting with, both online and offline. I’ve also been given the most incredible opportunities, from coffee shop meetings across town to conferences across the country. I learned more about the online marketing industry than any one person could possibly teach me from the people I follow.
I watched some of the most tragic and triumphant moments with millions of others, often from first hand accounts that were shared before traditional media even had time to catch wise. I’ve seen unbelievable acts of kindness. I’ve seen mind-blowing displays of strength. I’ve seen millions of people band together in the face of injustice.
I remember when I first heard about Twitter – I thought it sounded ridiculous, to be honest. Seeing people’s incessant updates on Facebook seemed obnoxious, excessive and incredibly self-involved.. even more so than Facebook stati. However, once I was in the online marketing industry, I figured I may as well give it a shot. There was a lot of buzz about it and I figured that there might be something more than what was on the surface. I had no idea what I was getting myself into.
Twitter has become an information source and a way to connect with amazing people. If I’m looking for a product or service recommendation, I can ask or search for current, real feedback from people who have tried it firsthand. If I’m stumped about a programming issue, completely lost on a gadget problem, or simply making sure that I haven’t done something stupid that caused a simple error, I can reach out to a ton of people who might know what to do. I keep up with my industry, the world and, most importantly, friends through Twitter. Similarly, I can share what I know, learn and do with my kicka$$ followers.
So thanks, Twitter, for an amazing platform for sharing, informing and learning. But more than that, thanks to everyone who shares their knowledge, experiences, interests, and themselves. YOU are the reason that Twitter is such a valuable communication tool.
Okay, maybe that’s just me, but roll with me here.
That doesn’t mean it has to be a cop-out, chick-flick and chocolate fest. Even worse, it’s not a reason to call up an old flame and become a cautionary tale that romantic comedy bad date montages are made of. There are tons of things to do beside wallow in your singletude.
1. Have a valentine making party
Think back to 3rd grade when boys were still germ-ridden piglets and girls still had cooties. Sure, there was the token casanova who had like, 3 “girlfriends” and the heartbreaker who played hard to get but was, in reality, impossible to get. However, despite all that, our teachers made us give EVERYONE a valentine. On top of that, there was about an hour of that day where she would lay out doilies, pink construction paper, and a blizzard of glitter so we could make big gluey messes of valentines to give to someone special. Namely our parents because these were masterpieces, and who better to appreciate third grade works of art than parents?
Oh, right, hard-to-get girl and casanova.
Anywayyyy, recreate the trauma of third grade. Lay out the construction paper and doilies, induce glitter seizures and make sure there’s enough to go around.
Wine helps the creative process, by the way. To keep it cheaper for a bigger group, get some Two- Buck Chuck (or some standard cheap wine) and make a killer sangria of it. If it’s going to be a group of close friends, make it a liquor-luck (like a potluck but with booze).
2. Reach out
Bring cards, treats, share a skill and lend your company at a children’s hospital, nursing home or shelter. You can even volunteer at your local animal shelter if you’re the puppies & kittens type. If you’re not feeling the love, casting aside your mood and giving something just to give is a quick way to bring out the warm & fuzzies and keep them coming.
3. Have friends over to watch Fatal Attraction and other love-gone-very-wrong movies
Sometimes we just need that little reminder that being single isn’t all that bad.
4. Do something you actually love doing
V-day is about love, right? So make it count. Go snowboarding, ride a roller coaster, take a cruise down your favorite scenic drive. Just do something that makes you happy. And don’t make it about meeting someone either.
Although it could be a good way to meet someone that shares your interests.
What are the rest of you single folks doing for Valentine’s Day?
I was watching The Dish the other day (Style Network’s answer to The Soup, with host Danielle Fischel… you know.. Topanga from Boy Meets World?) and when Danielle went over a particularly creepy clip from Toddlers and Tiaras, a happy place thought bubble came up. Usually, the thought bubble has a YouTube clip of something cute like Surprised Kitty or the really cute baby that does Wendy Williams’ famous “How You Doin’?”.
Additionally, I saw Chris Brogan’s blog post from yesterday, which got me to thinking about my favorite YouTube clips (my little digital happy places). Thus I thought I’d share a little joy with you! #1 is the only one that’s NSFW, but if you stop it around the last 10 seconds you should be ok.
Cheers, ladies and gents! And make sure to add your favorites in the comments!
1. Chola Makeup Tutorial
This girl is HILARIOUS! She does some great tutorials and impressions, so make sure to subscribe to her videos. (She’s GlowPinkstah)
*Note: This and most of her videos are NSFW*
2. Hey Jude
This is TOO cute and it’s one of those adorable kid things. I’m a sucker for little kids doing cute things. Throw in The Beatles and we have an EPIC win.
3. Charlie Bit Me
A timeless web meme classic. More kids doing cute things, and as it’s been said, it shows all of human life: joy, trust, happiness, doubt, pain, fear, grief and joy again. Deep.
4. Evil Eye Baby
Just the thought of this one makes me giggle! Again, kids doing cute things – this little dude gives the BEST evil eye, and it cracks him up too.
5. Sneezing Baby Panda
Ahh, memeville. It’s so pleasant here! Anyway, the sneezing baby panda is so cuuuuuute! Just watch.
6. John Williams Is the Man
Okay, the music geek in me emerges from the closet on this one. This is one guy in four takes, singing a medley of John Williams’ most famous film scores with lyrics about Star Wars. Big major crazy props, too- he arranged and wrote the lyrics for the whole thing. Stellar!
7. The Muppets Do Oh Danny Boy
Beaker, The Swedish Chef and Animal. How could you go wrong?
8. David After the Dentist
Another nugget of awesome from memeville- I really wish I was that funny when I was all laughing gassed up after getting my wisdom teeth pulled. Unfortunately, 20 year old women seem more like trainwrecks than comedic geniuses when they pull these sort of antics.
9. Daft Punk Girls
This song is my working anthem.. seriously. If ever I’m feeling sluggish and unproductive, I turn on Daft Punk. If ever I need a good pick me up, or just to be inspired, I turn on this video.
10. Sarah Palin’s Greatest Hits
Ahhhhh, Sarah Palin. This woman has brought schadenfreude to new heights. If ever I find myself facing dark moments of self doubt (and by self doubt I mean the times I feel really stupid), I can rest well after watching this.
Today, Apple announced their “most advanced technology in a magical and revolutionary device:” the iPad. It’s the tablet we’ve all been waiting for.
Right?
Well, it’s a tablet, that’s true. Let’s run down some specs first.
Specs:
9.7″ Multitouch Screen
1024-by-768-pixel resolution at 132 pixels per inch (ppi)
0.5″ in Depth
1.5 lbs (1.6 lbs with 3G)
Available in 16GB, 32GB and 64GB with or without 3G.
1GHz Apple A4 low-power system-on-a-chip
All models are Wi-Fi and Bluetooth ready
Digital Compass
Accelerometer
Built-in 25Whr rechargeable lithium-polymer battery
Approx. 10 hours of web surfing, watching videos and listening to music.
Everything an iPhone does… but on a bigger screen with a more convenient user interface. Quite literally, it’s the perfect go-between for a MacBook Pro and iPhone.
So if you already have both, why would you need an iPad? It seems a little ridiculous.
You all know me: I’m a huge Apple fangirl. Before today, I thought Apple could do no wrong.
The iPad changed it all. I hate to say it, but there really wasn’t anything terribly innovative presented at today’s “Latest Creation” event. Additionally, there are a few major things missing from or wrong with the iPad.
1. They named it the iPad.
If you’re on Twitter, you saw the jokes likening the iPad to feminine hygiene products. Because it sounds like one.
However, if you missed them, here are a few favorites:
“With a name like iPad I’m guessing we’ll only use it one week a month and occasionally while we’re sleeping.” @ruthakers
“The new Apple iPad! With 4 gigs of absorbency!” @thebenbrooks
“You can do things with the #iTampon that you just can’t do with the #iPad – like biking, horseback riding and swimming” @thomasjhardy
And let’s just add insult to injury with the trending topic: iTampon.
BTW, MadTV did an iPad sketch 4 years ago. Seriously, Apple, what were you thinking?
2. No Flash support.
One of the biggest complaints about the iPhone is it’s lack of Flash capabilities, and since this is a larger device than the iPhone, it will inevitably be an even more prominent issue. I understand that Apple wants people to buy things from the iTunes store, but frankly, if there is a service that allows me to use or see something for free (think Hulu, not torrenting), I’d rather use it. I understand wanting to make money – trust me – but come on! I’d really rather not buy an entire episode of SNL just to watch a single clip. And Hulu makes it really convenient to watch my fave clip of Arrested Development. Over and over and over again. And again.
I’d rather suffer through 30 seconds of ads than pay to watch something once. Seriously. This is the beauty of services like Hulu and Netflix (can I get a what what for instant view!). Let me subscribe to stream a movie or show instead of charging me. This is half of the reason Blockbuster is failing, Apple. Get on the boat!
3. It’s missing classic tablet functionality.
By classic tablet functionality, I mean it’s not going to be draft/design friendly. I was hoping that Apple would integrate some of the functions of Wacom’s line of tablets & pen input displays. Considering that Apple is the first choice of the creative industry, they truly missed out on an opportunity to integrate some awesome extended features here. Specifically, I would have loved to see write-to-text and precision art tools. Given that the iPad runs on the iPhone OS and is really more of a multimedia center than productivity tool, this point is really nullified.
4. No multitasking.
Yet another carryover groaner from the iPhone & iPod Touch: the iPad doesn’t run multiple apps simultaneously.
Seriously?! When the eff will I be able to listen to Pandora AND text without having to reload my freaking game of Scrabble?!
5. Poor multimedia integration in general.
The iPad won’t have a camera, SD card or standard USB port. The camera is a no brainer, plus you would think that you’d be able to add pictures directly. Additionally, most cameras are USB ready as it is. Unfortunately, you’ll have to buy a dock adapter to use a USB peripheral.
I know that this isn’t necessarily supposed to function as a normal computer will, but let’s be honest here. This seems to be a great multimedia center as a whole, but it ONLY seems to be a multimedia center. I thought that it may at least be free standing, but unfortunately, it seems that it has to be synced to a primary computer. In essence, it’s an oversized iPod Touch.
If I were to even consider getting an iPad, it would HAVE to function that way so I wouldn’t have to load down my MacBooks memory with my iTunes and iPhoto files.
But who are we kidding? That’s what externals are for, and frankly, the iPad doesn’t have enough memory to hold my iTunes & iPhoto libraries.
6. AT&T
I mean, are we kidding? I feel like I’m writing a rant about everything I want to change about the iPhone. It’s unfortunate that the computer company with the top rated customer support services is paired with wireless’ absolute worst. Not only is AT&T’s customer support absolutely abhorrent, but their network is patchy at best. I used to depend heavily on the 3G network, since moving 5 feet requires reconnecting with whichever Wi-Fi network is connected. Unfortunately, data users put more pressure than AT&T can handle on it’s data network (and AT&T isn’t about to admit that they’re the problem). With growing 3G network dissatisfaction and many people citing AT&T as an anti-selling point to the iPhone, I’m more than bothered that AT&T received exclusive data coverage.
In essence…
The iPad is, unfortunately, an overgrown iPod Touch meant to act as a shiny toy that seems to simply be for show. Let’s be honest here, everything about it’s functionality screams “buy more stuff from Apple via iTunes, the App Store and iBooks.” I love Apple. I do. But this seems like a call out to the elitists of the Apple marketplace.
I think iBooks is really the most exciting announcement of Apple’s “Latest Creation” event. To create a marketplace for books is (I think) the final frontier of multimedia consumer products for Apple to sell and of course the iPad is a great device for it. It has a lot of potential for innovation within the realm of academia. The question is will iBooks be able to compete with Amazon for the Kindle’s share of the wireless reader market?
The iPad doesn’t offer anything you would need if you already have an iPhone and Apple computer. I’d imagine it’s great for kids for the games, music and entertainment tools. However, $499-$829 is a high price to pay for a kids entertainment gadget. I can’t really think of a great target market for such a gadget except for the frequent traveler. However, in my travels I’ve found my MacBook and iPhone to be beyond sufficient.
I love my Mac gear, but the iPad is one gadget I won’t be adding to my arsenal anytime soon.
What do you like or dislike about the iPad and would you buy one?
I'm a twenty-something online marketing professional, specializing in front end development. I'm also an Apple evangelist, social web enthusiast, salsera/bachatera and Disneyland fanatic. I make geek look good.
