Recently one of the new clients we took on to create and manage their social media platform, asked a great question: “What happens if your person snaps and sends nasty comments to all of our fans or deletes our page after you have connected us with everyone?” An image popped into my head and I had to keep the smirk off of my face (since everyone tells me I am the one who will someday snap from all this technology and run away to the hills in Montana becoming a hermit living in a 10×10 shack…for a week any way!). But I, very professionally, explained the four things we do to ensure that never happens.
As Facebook has become more and more important to our businesses, we need to spend some time looking at ways to protect this investment. So whether you hired that college intern to create the Facebook Page for your business or you have Chuck from sales and marketing overseeing this task, here are some steps to protect your business page:
Let’s start with the obvious… hire someone you TRUST. Think of your Facebook Page in the same way you would think of your website. Before you turn over passwords and login information to a webmaster, you should know something about the person or people you are handing it to. Do a little homework. If you are hiring an organization, do they have a Facebook page? Are they on Twitter with a good following? Not that you would go after their fans and followers if they did something, but you are able to see if they have a lot invested in their community and are not a fly-by-night start up.
Have more than one admin on any business page. If you are hiring someone to just create the page for your business, put in writing that they will remove themselves from the admin role as soon as one or two others are added on (which should be as soon as the page is created). If someone within your organization creates the page, be sure there is at least one more person (if not a small team of people).
Create policies for employees and add statements to agreements you make with consultants. Include a statement in your employee social media guidelines that reads something like, “Employee that creates a site for the company, will pass ownership of the site over to an administrator when requested by company officials.” Be specific with contractors, if they do not have this language in their agreements, add it in before you sign it.
After your page is up and running, Facebook will begin sending you regular reports (this goes to all admins on the Page). When you begin receiving those weekly ADMIN reports from Facebook with your stats and analytics, SAVE THEM. Not only are these great to look back and track success and progress, but these can be helpful information that Facebook can use in retrieving your page…should something happen.
So what if it’s TOO LATE? What if someone you hired did go stark raving mad and they deleted your entire Facebook Page BEFORE adding you on as an admin? After you SCREAM and FREAK OUT and cuss out the person who told you about this “brilliant” social media expert….. relax. All is not lost….yet.
If you find that your admin has deleted your page, you can go to: http://www.facebook.com/developers/developer_help.php to begin the process of getting it back. You will be asked a few questions and they will want your contact information. Fill all of that out and let them know if you have those admin reports (mentioned above in #4).
If you feel that your page was disabled due to spam reports or other suspicious reasons outside of your admin, go to: http://www.facebook.com/help/contact.php?show_form=page_disabled
Need help with your social media management and don’t know who to trust? Give me call…I should be back from my Montana retreat in a few days! 🙂
Gina and her team at SynapseConnecting are not only trustworthy, but they are darn fun to work with! Email Gina or follow Gina’s geeky tips and rantings on Twitter!
Last night I noticed a strange surge in the number of new followers that I had who were all new to Twitter. How can I tell? Well, the default egg picture in place of a person’s photo is clue number one, and statements like “Well, I’m on Twitter. Now what?” are usually clue number two!
BUILD THE NEST– I always suggest building the nest BEFORE you start inviting people in. This means loading a photo of yourself, completing your bio with a link to your website, blog or even LinkedIn profile or Facebook page (anything that helps people see that, like the Velveteen Rabbit…you are REAL!) Add a few tweets with tips or thought-provoking statements that will give folks an idea of what you will be talking about.
LIVE LINKS– If you want to include a link in your tweet, to either your website or to a blog post, you must start the link with http:// in order for it to be clickable and live. Posting a link to your website with www.yourwebsite.com will not be clickable and while people CAN copy the link, open a browser and paste it in, you will find the citizens of Twitter Town to be quite lazy or at least not willing to take the time to do additional work. Make life easy and clickable!
LINK SHRINKERS– If your link is long, you can shorten it before posting into Twitter using servies like http://Bit.ly or http://Goo.gl These services are great for checking the analytics later on clicks to your link. Simply copy your ultra-long URL and paste it into the shortener and like magic, it shortens to a approximately 20 characters. Now take that link and paste it into your tweet!
@MENTIONS– When talking to another person on Twitter or wanting to thank or just mention someone, be sure to put the @ symbol in front of their name so they know, and can thank you for that mention. If you posted on Twitter, “Gina Schreck needs a new pair of shoes” the statement would be correct, but I would never know you sent that out into the Twitterverse. If you typed, “@GinaSchreck needs a new pair of shoes” I would immediately get notified of your message and show my undying adoration for you and shout in total agreement!
DIRECT MESSAGES- These are private and to be used like an email message–NOT SPAMMING or SENDING SALESY CRAP! By placing the letter “d” with a space and then the users Twitter handle, or name, it will send it as a private message. Be careful to understand the difference between “d GinaSchreck” and “@GinaSchreck” The first goes ONLY to the Twitter user and the second goes to the Twitter user as well but allows the world to listen in on your response.
You can only send a Direct Message to someone who is following YOU! This prevents lunatics from sending you private messages and harassing you. So if you are trying to send someone a private message and it won’t go through, that could be the case.
RETWEETS– You will see many tweets that have RT in front of them. This means ReTweet or Forward. If you like a particular tweet, you can simply RT it. This is a great way to make friends in Twitter Town because it shows you are listening to others. Go one more step and add a word or two showing what you think of the tweet (challenge is fitting it all into 140 characters!) If you want your tweets to be ReTweeted, make them interesting and try to keep them to 120 characters so others can easily forward them!
7.5 HAVE FUN & SHOW US YOUR PERSONALITY– Twitter birds are not parrots! If all you do is repeat or RT everyone else, why should we follow YOU? Show us YOUR fabulousness. Show us your personality. Show us your opinions. Share your knowledge!
Now most people don’t roll out the welcome matt with a list of 7.5 rules, but my hope is that you will not only feel welcome here, but that you will be more effective, faster! Let me know if you have any other questions that will help you build a strategic community here on Twitter or just feel more at home! My nest is always open!
Gina and her team at help organizations build strategies and connect with their communities for increased sales and brand loyalty. Connect with Gina on Twitter.
Shopping with the Schrecklet (my 14-year-old daughter) can be torture sometimes. She has to try on 1,700 pairs of jeans from 350 different stores in 5 or 6 malls and still isn’t sure if she likes anything. Of course if I say, “Oooh, I like the way those look on you” she will correct me, pointing out 17 things that I should have known such as “The stitching is not bold enough” or “The zipper shouldn’t stick out 2 millimeters like this.” I have no credibility when it comes to teen clothing.
Now if I drop her off at a mall with four of her friends, she will come home with several bags filled with treasures as if she had been shopping for weeks. The difference? Social shopping with peer feedback. Social shopping will begin to take off this year with sites like Fashism (Ashton Kutcher is one of the main investors in this company) and GoTryItOn, both providing customers the opportunity to try on clothes, take a picture with their cell phones and upload it to these sites for immediate feedback. If you can’t decide which outfit to wear for that special date or first interview, you can send a photo of yourself wearing each and ask the crowd!
Some of you may be wondering why anyone would want the opinion of total strangers online, but if you sit for 10 minutes outside a women’s dressing room, you will see that it happens all the time. If people shop in groups (or packs as in the case of teenaged girls…scary packs) they will buy more and make decisions faster.
So what can you learn from this wild pack animal behavior? If you can create social environments where people talk about you and your brand, the pack will sell more for you than you and your slick brochures ever will. Here are 4 tips to get your social pack working for you:
Build the community. Just like budding teen relationships, this takes a bit of time and nudging, but if you encourage your current customers to engage with you on your Facebook and Twitter accounts, many will join in. Don’t forget to talk about these connection tools in your email signature lines, marketing materials, websites, billing inserts, receipts and newsletters.
Identify your champions. Watch a pack of teens (there are probably mall safaris you can find in your city). There is usually one or two who will tell the others what looks good and what doesn’t. The others are easily convinced. Every brand has those cheerleaders and champions who love to share their experiences online. Encourage them to post photos, videos or stories of themselves interacting with your brand.
Use contests and promotions whether through Facebook Deals, Foursquare, Gowalla or something unique that you can offer. If one teen sees that there is a “Buy-One-Get-One” sale, watch how fast they will convince the pack to pool money and get matching tops! People will rally their troops when there is money to be saved or prizes to be won. Never underestimate the power of healthy competition! (Even I have been known to take out little grannies to win sample packs of eye-make up!)
Appreciate participation. Always be listening to the social-vine… and not just for trouble. When someone gives your brand a shout out, be sure to thank them and let them know they ROCK! Remember, behavior that is recognized and rewarded gets repeated…and occasionally it works when the dishwasher gets unloaded!
How can you use SOCIAL SHARING and SOCIAL SHOPPING to build your business this year? Share your ideas with us… the pack is waiting for your opinions!
Gina and her team can help you engage your community with strategic programs. Let us connect you to your world!
Oprah’s network, OWN, launched yesterday (1-1-11) with high expectations. After all, anything Oprah touches turns to gold. Best selling books are made when she mentions them. Makeup and shoes fly off shelves if she shows them in her “Favorite things.” I think people would buy vats of lard if Oprah said eating it would be good for us. She can sell anything.
Oprah- The Queen of Social
How does she do it, and more importantly, what can we learn from her and apply to our social marketing strategy?
Oprah is a CONVERSATIONALIST. The Oprah show is all about conversations with her guests and the audience. Are you having conversations on your social sites or are you just throwing out cold facts and pieces of your content hoping people will buy more from you? Invite people to sit on your virtual couch for conversations about THEM. Even though her show is named after her and every issue of her magazine features a picture of ….her, she does make her shows all about her guests.
Oprah LISTENS. There are many shows out today that are almost humorous, because of the way the host asks questions and then, without listening, either throws out another question or worse, interrupts the guest with a counter-point. In the social media arena, listening and responding to what is being said, is more important than flapping your lips all the time, assuming everyone will find your every word fascinating (although I’m sure you are!). If you are not interested in listening to those in your community, why should they be interested in what you have to say?
Oprah is LIKABLE. This one is a little harder to put your finger on, except to say when you listen and show interest in others, they will like you more. Being likable in social media circles first starts with being in the right circles. Obviously not everyone LIKES Oprah (I’m sure there are one or two out there), but those who are her target demographic (99.7% of the world) find her very likable. Find “your peeps” and then be yourself (unless you are a jerk…then perhaps be someone else until you learn how to be likable). Being likable has to do with being comfortable being yourself, all while you are making others feel important. Mary Kay Ash (of Mary Kay Cosmetics) once said that she pictures a sign above everyone’s head as she talks to them that reads, “Make me feel important.” This is a great philosophy to live by.
Oprah doesn’t SELL. I know this one is hard for any marketer to swallow, but if people know you and like you they will more likely buy from you without you really having to sell. After all, people hate to be SOLD, but they LOVE TO BUY! Does Oprah get kick-backs or free “stuff” for pimping them on her show? Most likely. But all she has to do is talk about the product or service and the world rushes out to try it. In social media, if you are providing interesting conversation, helpful tips and loads of value, when you do mention your product or service, people will rush out to try it. Well, they are more likely to rush out and try it. And the good news is, if they like it, they come back to the community and tell others…more sales without selling!
Oprah is VULNERABLE. Let’s admit it, anyone who can work in the public and have photos of themselves bulging out of bathing suits, showing up in the grocery store without make up, and having horrors of your childhood atrocities discussed in detail, is VULNERABLE! Now I am not saying you have to allow this type of publicness, but if you only allow people to see the perfect side of you, they cannot relate. When you try to appear perfect, people want to see you fail–I know, we are a sick people! Share your struggles and how you overcome them. Share your failures and what you are doing to improve. Oprah’s weight has been a public joke for years, and yet “her peeps” identify with her struggle and they love her more for sharing it! There are many people who enter the social media scene but want to keep every aspect of their life private. They might do better by finding a career path that does not require social interaction.
So whether your goal for 2011 includes building your business by 20% using social media or building an Oprah-sized empire, these tips will get you on your way. I’d love to hear what other qualities you feel make Oprah and her empire so successful…especially if we can all use the tips to be more successful this year! Happy New Year and as always if we can help you connect to your community (or help you not be a jerk) just hollar!
Gina and her team help organizations use today’s technology tools to build their business and manage their brand. Follow Gina on Twitter or connect on Facebook.