Women may be tops when it comes to communicating but online, they’re more careful about what they say and to whom.

A new study from UK company uSamp shows that overall, men were more apt to share personal information online, topping women in every area except one – brand’s liked.

78% of the UK women surveyed said they’d be happy to share information about what they buy and even 74% of men said they’d share that info, too.

One of the biggest gaps between “I’d share” and “I wouldn’t” was date of birth. 55% of men said they’d share their birth date but only 45% of women were willing to admit how old they were.

Men were also much more willing to share their phone number online, 12% vs only 4% of women.

The phone number, like the home address are security issues. But income was another taboo subject with men coming in the highest at only 10%.

The big surprise? 70% of women were happy to share their relationship status. Men actually topped that number with 73%. The survey didn’t say, but I wonder how many of those men were married.

Education and occupation were too other bits of info that scored high on the “happy to share” scale.

The survey doesn’t only relate to public, social sharing. It can be inferred that folks feel the same way about sharing this information with websites and retailers. Keep this in mind when you’re putting together your registration screen and profile pages. More and more sites are making a phone number a required box and that’s likely to drive away customers. Feel free to ask for the moon, but don’t require your potential customers to give out more info than you really need to service them properly.

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Email Summit 2012 keynote speaker Brian Solis offered some big ideas on mobile, social and email integration, including data points on the growing market of social and mobile users. He also offered eight points to create an integrated digital marketing strategy.
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Which is better? 50 qualified social media followers, or 1,000 followers, many of whom will never buy from you? The answer may surprise you.

In social media, reach is of critical importance. It directly impacts how much your content and messages get shared, it increases your business’ ability to get found and generate leads, it can help extend your online footprint as a thought leader, and the list goes on. In other words, in an online world, social reach shouldn’t be a trivial factor for businesses leveraging inbound marketing. So, have you figured out what the right answer to our first question is yet? If the title of this article wasn’t enough of a hint, yes, more followers is always better.

It may seem obvious (more is always better….right?), but a lot of businesses fall into the trap of thinking fewer and more qualified is better. In this case, here’s why it’s not…

1. More followers means access to more followers’ followers.

This concept, albeit simple, is pivotal to understanding the overall importance of reach, so here goes. Think about it: Every one of your fans/followers also has his/her own followers, be it 5, 500, or 5,000. Let’s say that a follower who has 5,000 Twitter followers of his own shares one of your blog posts or retweets one of your tweets. Now, that content is getting exposed to 5,000 additional people who weren’t directly following you. If you can understand that every one of your fans/followers might share your content with their friends and followers, now you can start understanding the awesome impact of reach. So even if that original follower of yours never becomes a customer himself, that doesn’t mean one of his followers who saw your content because of him won’t. Now that’s some powerful stuff.

2. Influencers have, well, influence.

If you can build up a large following for your business in social media, you probably have a few influencers among the bunch. While these influencers may follow but never buy from you, remember that these people are called influencers for a reason. They can introduce you to co-marketing partnerships, put in a good word with investors, and provide introductions to other influencers, bloggers, and experts in your industry. For example, if you can solicit an introduction from an influencer to another industry blogger that you can contribute a guest blog post to, you’ll probably benefit from a couple of inbound links. That follower may not have contributed any direct revenue to your business, but those inbound links are very valuable.   

3. Followers who won’t ever buy can still refer your business.

Indirect exposure to your followers’ personal networks can be an invaluable source of business. Okay, so Frank the Facebook fan may never actually purchase your industrial vacuum cleaner for his teeny tiny small business office. But when his buddy, landlord Lenny, is searching for a new one for the apartment building he owns, Facebook fan Frank might just refer you some highly qualified business. Even if landlord Lenny isn’t the type to participate in social media himself, his good buddy Frank is. Need I say more?

4. Social shares impact SEO.

The impact social media is having on SEO is only increasing. Search engines are taking social cues like social media shares into account when they’re ranking your content, which means the more people you can get to share your content in social media, the better.

Let’s say you own a dog grooming business, and you and one of your competitors each wrote a blog article about how to take care of your dog’s coat in between visits to the groomer. But let’s also say your competitor has 10 times as many social media followers than you and his article got tweeted 50 times, generated 20 likes on Facebook, and got quite a few shares on LinkedIn and Google+, too. All of a sudden, your competitor has quite a leg up when it comes to getting his article ranked in search ahead of yours. In other words, because social shares are now one of the factors search engines take into consideration when ranking your content, it behooves you to build up your following and encourage those social shares. If you tweeted your article and you have 1,000 followers compared to your competitors’ 50 followers, you have a much better chance of generating social shares and a much better chance of ranking in search. Those people who shared your content may never become customers of your dog grooming business themselves, but someone who finds your article in search because of them might.

5. Your followers might surprise you.

If you’ve been doing your research and spending time developing buyer personas, you likely have a pretty solid grasp on who your ideal customers are. That’s all well and good, but if you have a very narrow-minded idea of who exactly will buy your products and services, you could actually miss out on a completely different set of people who might also buy from you.

To use a classic example, the makers of baking soda had a very specific use case in mind for their product: baking. But we all know that the uses for baking soda extend way beyond baking –  it can also be used to extinguish small electrical fires, for personal hygiene, and as a cleaning agent, to name a few. And you can bet that some people who buy baking soda never even use it for baking.

The lesson here is that building up a large following in social media could expose your brand and products to a group — or groups — of people you might never have thought would be interested in what you sell. Your product or service may not have completely different, original uses like baking soda does, but your followers could still surprise you. Just because a social media follower doesn’t fall neatly into one of your cookie cutter buyer personas, doesn’t necessarily mean he won’t buy from you.

Always Be Working to Build Social Reach

The ultimate takeaway here is this: just because followers may not directly turn into customers doesn’t mean they’re not valuable. Social media reach can be a powerful thing for any business, and the ones who understand this know that continuing to build reach is a smart social media tactic.

If building reach isn’t something you’re consciously doing, you may want to start working to attract more fans and followers for your social media accounts. In this article, we’ve got some great tips for building reach that can help get you going. Doing so can greatly increase the impact and ROI of your social media efforts. And if you’re having a tough time convincing your boss that building reach is important, share this article with them

In what ways are you working to regularly increase your business’ social reach?

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In preparation of Email Summit 2012, we had the chance to speak with Larry Dreves, founder and CEO, Janrain, about the social channel in more general terms, and to get his take on where it is heading and what marketers should be thinking about over the next six to 12 months. Here is what Larry had to say …
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We have insight and advice from Loren McDonald, Vice President of Industry Relations, Silverpop, an email and marketing automation vendor. Social media marketing is an important channel for both B2B and B2C marketers, and Loren offers up a valuable perspective on the topic and some actionable takeaways to maximize that channel over the rest of this year ….
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It’s time to teach that old dog some new tricks.

That old dog I’m referring to is social media.

Sure, you’re already blogging, and on Twitter, LinkedIn, Google+, Facebook, and more. Great.

But I’m telling you — there’s more to social media than meets the eye. The final chapter on social media hasn’t been written.

When I kicked off my writing business in April, I decided to use social media my way.

I approached these overused networks as if I’d never heard of them. I made my own rules. I set different expectations. You could say I wrote my own chapter on social media marketing.

It made my website — and my business — better.

Here’s what I came up with, and how you can incorporate these features into your own marketing plan.

1. YouTube: For a bit of drama

YouTube’s not just for viral cat videos and covers of Justin Bieber songs.

I uploaded images of my best-looking writing clips, then stitched together a video portfolio on iMovie. (Take screen shots or scan documents if you don’t have original files.)

I like to think of it as my “me trailer” complete with sound effects, music, and dramatic editing.

Once I posted it to YouTube, I embedded it on my website and added a burst that says, “Click Here to See My Trailer!”

It’s super nerdy. It’s unconventional. It’s me.

Most importantly, it advertises my services in a fresh way and shows all of my specialties in less than three minutes. It’s not about getting the most YouTube views, it’s about getting business.

And it has Star Wars references. (Not required for success.)

Takeaway: Videos make your site more interesting and show your personality. A welcome video can introduce clients to your site. A video biography can turn you from a static picture into a new friend. Most computers, cameras, or phones provide all of the movie-making software you need.

2. Foursquare: For showing off

The location-based site and mobile app lets users “check-in” to venues like restaurants, famous landmarks, and their own homes in pursuit of badges and points.

Foursquare users can friend others and also follow their favorite brands’ pages. Upon unsuspectingly checking in to one of the brand’s favorite venues, a tip will pop up from said brand.

I took advantage of this feature and created my own brand page on Foursquare. But what kind of tips would I share with my followers? The best places to find free wi-fi around the world. Who doesn’t enjoy a free connection, plentiful plugs, and good coffee?

Now when people follow my page and check in to a location near one of my top wi-fi spots, a little pop-up box on their Foursquare app will remind them of my business and how helpful I am.

I even created a Foursquare venue for my writing business. So other nearby businesses — the original The Onion headquarters is steps away — know that I’m here. And I’m ready to rock.

Takeaway: Maybe you’re a movie critic who knows the best theaters around the country. Or a fashion blogger who knows all the top boutiques in New York City. Or a roaming travel writer who knows the best cheap eats from coast to coast. Share’em on your favorite social review site.

3. Pinterest: For going viral

Are you obsessed with Pinterest yet? Pin + interest = Pinterest. It’s a digital pin board site where users “pin” their favorite images to themed boards. You can follow other users’ boards and “re-pin” their content.

I run a little travel blog on the side because I’m working on breaking into travel writing. Pinterest and its cult following seemed like the perfect place to showcase my own travel photography in hopes of a little viral action.

So I created a Pinterest account for my travel blog and I pinned my images to boards like “Pretty Travel Pics” and “Must-Do Travel Experiences.”

I pinned other people’s images, too. This isn’t all about me — you gotta show some love to get some love.

My personal photography has been re-pinned oodles of times and every pic links back to my travel blog. Instant traffic.

If I’m lucky, my pins will appear on the Pinterest home page. Just another unusual way to get my name out there.

Takeaway: Image-based sites like Pinterest, Flickr, and Instagram aren’t just for photographers. If you’re a food blogger, showcase pics of your best recipes. If you’re a tech reporter, gather images of your favorite gadgets.

4. Facebook: For looking important

Every business has a Facebook page, but why did my business need one?

I decided to designate my official Facebook page as a newsfeed of all the things I’ve written.

It’s a vertical version of my portfolio and another way potential clients can see what I’ve been working on — especially what I’ve been working on this week.

Sure, the page won’t get a whole lot of ‘likes’ and my mom is the only person who ‘likes’ my posts regularly (thanks, Mom!), but that’s not the goal of my Facebook page.

It’s there to display my latest clients and clips. And to show that I know how to build Facebook pages – I’m a social media consultant after all.

Takeaway: There’s a cookie cutter social media plan that’s been set in front of us all. But if it doesn’t make sense for your business, don’t follow it.

5. Amazon Associates: for bragging

Amazon Associates is an affiliate program for Amazon.com products. Create an online store (complete with your own URL), fill it with hand-picked items, and you’ll get money for each completed purchase.

I decided to create my own “aStore” as they’re called, not to make money but to show off my latest books and the publications I’m featured in.

I’m simply taking advantage of Amazon’s free social shopping features for my own benefit. I don’t want the money.

I uploaded a branded header image similar to the image on my Foursquare page, Facebook page, and website.

I created a page called “Aubre Andrus Books” and included text explaining that I have five books coming out over the next two years.

I’m able to brag without looking like I’m bragging. And when my books come out, I’ll have a stocked store. Impressive, right?

Takeaway: There are a lot of free widgets and plug-ins out there that can make your business better. Don’t let a little html or an affiliate contract scare you.

Now, it’s your turn …

Choose the social networks that excite you, then throw the rules to the wayside.

This is all about doing it your way.

How do you use social media differently?

Do you use Google+ or Twitter in a way that make you stand out from the competition? Share your strategies in the comments below!

About the Author: Aubre Andrus writes for her favorite brands and publications as an author, creative copywriter, professional blogger, social media consultant, and roaming reporter. You can follow her on Twitter @aubreandrus or visit her website and portfolio.

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I’m always amazed that interns at my company can do so much with the web. I’m even more amazed at the limitations social media has put on young aspiring entrepreneurs and how it hinders the necessary fundamentals to start a business.

If you want to open a B2C (Business to Consumer) company, than yes, social media helps. In B2C,… Read the rest of this entry »

Entrepreneurs-Journey.com by Yaro Starak

If your memories of high school involve wedgies, broken hearts, and getting stuffed into your locker, you probably love Glee.

The musical comedy TV show — Ryan Murphy’s smash hit about the nerds, misfits, and social outcasts of McKinley High School’s glee club — is equal parts quirky, cheesy, heartbreaking, and surprisingly delightful.

Over its first two seasons, the show has also attracted millions of obsessive fans from all over the world.

Glee fans, or “Gleeks,” follow the moves of their favorite show with a passion once reserved for Cabbage Patch Kids or the Toyota Prius.

What is Glee’s secret formula for creating crazed fans who would rather die than miss an episode of the show?

And how can you use Glee’s techniques to market your business and turn your listless readers into raving groupies?

Here are a few ideas …

Harness the power of the underdog

The Glee kids are the underdogs at McKinley High.

They constantly have to battle not only the school’s evil cheerleading coach, Sue Sylvester, but vicious classmates who taunt them in the halls and throw Slushies in their faces.

We cheer for these underdogs.

We want them to succeed, to show the world how truly talented they are. We want those bullying football players to see the light and drop the 7-11 cups.

Having someone to cheer for is essential.

If your customers can’t get behind you and support you, you’ll never turn them into raving fans. Show them what you’re up against — whether it’s battling writers block, standing up for mom-and-pop stores in a hostile corporate culture, or even stretching yourself to do something that scares you.

Show your audience what you’re fighting for. Share your biggest obstacles, even if those roadblocks are intangible, like fear of success or struggles with technology.

Once your customers know what you’re fighting for (and fighting against) they can rally behind you and become your biggest fans.

Be undeniably awesome

The kids of McKinley High may be underdogs, but they can sing.

They sing, they dance, they twirl, they shine. And when they perform, they put their hearts and souls into it.

Want to be like Glee? Be really, really good at what you do.

Social media is full of quirky people who aren’t very good at their jobs. The underdog and quirk factors only work if you have something remarkable to offer.

Put your absolute best writing on your site. Craft those autoresponder messages so they’re impressively well written and amazingly useful to your prospects, every single time. Make sure your products and services are remarkable and fan-worthy. Create an atmosphere of excellence.

Put your absolute best effort into every detail of your business. Remember that when you’re online, people are watching, so show ‘em your best side every day. Your customer will learn to expect the best from you every time you put something out in the world.

When they expect greatness and you give it to them consistently, they’ll become loyal. And loyal fans are the best fans to have.

Take risks

One of the most popular characters on the show is Kurt Hummel, played by actor Chris Colfer.

Ryan Murphy took a huge risk by casting Colfer in the show. Chris had no previous professional acting experience and was a complete unknown.

Murphy was so impressed with Colfer during his audition that the Glee creator actually wrote the role of Kurt specifically for him. Murphy thought Colfer had something special, and figured out a way to include him in the show.

Murphy listened to his heart, even though it was a risk.

The result of Murphy’s risk? Last year Chris Colfer won a Golden Globe and was nominated for an Emmy for his brilliant portrayal. Kurt has become one of the show’s most-beloved and most-talked-about characters.

The upshot? Follow your gut.

If you think something needs to be said on your blog, say it. If you want to link to something on Twitter that might be a wee bit controversial? Tweet it. If you feel like going out on a limb and creating a bold new product for your customers, and your heart is telling you it’s the right thing to do, listen to your heart.

Don’t create controversy for its own sake, but don’t be afraid to stand out for doing the right thing either.

Think of Kurt, and be brave.

Let your freak flag fly

The characters on Glee are quirky. They’re odd.

In some cases, they’re downright bizarre. And that’s part of the reason we adore them.

Cheerleader Brittney is one of the most unusual kids in the group. Her dry observations have been known to stop lunchroom conversations cold.

Despite some strange looks and the tendency of her McKinley classmates to assume she’s dim-witted, Brittney’s not afraid to be herself. And the more we hear from Brittney and glimpse the world through her oddball observations, the more we cheer for her.

It’s Brittney’s oddness and naïveté, or Rachel’s songs about her headband, or Finn seeing the face of God in his grilled cheese sandwich, that make us love these characters. If they were all perfect, they’d be boring. And we’d be bored watching them.

What characteristics can you share with your customer that might show them a surprising new side of you?

Can you tell them you love show tunes?

Religiously follow Manchester United?

Have visited all seven continents?

Don’t be afraid to show a little personality. Your customers need to know you in order to like and trust you. So make sure they know some of your oddness, too.

Your customer will see your quirkiness as a part of you and will feel connected to you and your business. And then they will adore you and want to put up your Tiger Beat posters on their walls.

Encourage your fans to connect with you

Glee’s marketing team are absolute geniuses about social media.

Glee has a vibrant website with regularly updated content, including video sneak peeks, interviews with actors, quizzes, and photos. The site features discussion boards and a weekly Gleek newsletter.

The website even features an iPhone app called “Tap Tap Glee” for fans who want to go mobile with their McKinley spirit.

In social media circles, Gleeks are invited to participate in the Glee conversation in a myriad of ways, including:

• Glee’s Facebook page has attracted over 16 million fans. Glee posts at least twice a day with news, award announcements, special previews and regular reminders about upcoming episodes. Fans can comment on all the status updates and videos with encouragement, suggestions, and feedback.
• The Glee Twitter account is also constantly updated, and consistently links to the actors’ individual Twitter accounts, assuring Glee fans have access to their favorite stars, too. Almost a million fans follow the main Glee page and the Glee conversation is constant.
• Glee’s YouTube Channel features more than 120 videos, most of them of musical numbers and interviews. Their videos have received over 300 millions views. Fans can share their thoughts on any video, and each video is embeddable, so fans can share Glee news on their own websites and blogs.

By creating an online presence that gives fans scores of ways to interact with the makers of Glee and their fellow fans, they provide an extraordinary supplement to the experience of watching Glee at home.

They offer Gleeks the opportunity to talk about their favorite things — reliving this week’s show, and speculating on possibilities for the next episode.

Have you given your customers places to connect with you via social media?

Do you give them news, interviews, and fun behind-the-scenes previews of what you’re up to next? If you’re not, you’re missing a fantastic opportunity to turn your regular customers into crazy screaming fans.

Give them a place to show the love.

Your turn in the spotlight …

During sixty minutes of show tunes and Journey covers, Glee somehow pulls off a magic act.

It shows the world a bizarre, ragtag group of high school performers and manages to give each of us someone with whom we can relate. And while we’re relating to these kids, they touch our hearts and make us smile.

So whether you identify with Kurt, Mercedes, Artie, Rachel, or Finn, there is something in the Glee formula that can help you transform your business into an organization that people follow with fanatical loyalty.

Best way to get started? Stand up and sing it, people.

The stage is yours.

About the Author: Beth Hayden helps business owners make more money by helping them create fabulous websites, blogs, and social media campaigns. Get her best tips for achieving blogging nirvana by downloading her free report, From Blah to Hurrah: 25 Ways to Make Your Blog Bigger, Better and More Profitable.

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Marketers and business owners rely on social media to communicate many things about their brand. But there are also some dangers inherent in communicating with a large, diverse audience who you don’t know on a personal level. Oh, and by the way, you are limited to getting your point across in only a few sentences (or characters!), and must achieve a tone that simultaneously entertains but does not offend.

Needless to say, the opportunities for misunderstandings and miscommunications abound. And I’m sorry to say that no matter how hard you try, you will inevitably encounter some negative social media experiences along the way. But you can greatly reduce the number of mishaps you experiece — be it trolls, unfollows/unfans, or PR nightmares — by simply avoiding certain topics of conversation.

Before you publish your next status update or 140-character nugget of social media gold, consider whether it’s definitely the right thing to post to your brand’s account. If you’re unsure, make sure this list of social media update no-nos is nearby. By avoiding these topics, you can avoid most of the worst problems faced by brands active on social media.

10 Things A Business Should Never Publish on Social Media

1.) Off-topic subject matters. Staying on-topic when publishing social media updates is crucial for encouraging engagement and growing a sustainable base of followers. People subscribe to your account for a specific set of reasons, and every time you go off topic, it makes your account less valuable. If you’re finding that there’s a subject matter that really needs to be covered, but your account simply is not the right channel to do it, it may be time to consider starting a new social media account to achieve that purpose.

2.) Smack talk your competition. Say what you will about your competition behind closed doors (come on, they’re not that bad), but don’t ever let your feelings make it to your social media networks. Even if they’re embroiled in a PR disaster, rise above and don’t comment on it; doing so make you look worse, not them. You should, however, use marketing automation to track mentions of your competitors. This lets you speak with your prospects when they are in the research and comparison phase of the sales cycle, see if your customers are shopping around, and identify opportunities to close business with leads that weren’t even in your pipeline.

3.) Smack talk your prospects and customers. Have you ever had a particularly frustrating customer service problem tweeted at you? Or did you have someone attack you on your Facebook wall? It’s really, really frustrating. Your first instinct is probably to give them a piece of your mind, or post something passive aggressive about their sour attitude. Step away from the keyboard, calm down, and construct a more measured response that’s focused on solving the problem at hand, not perpetuating it. Even if they’re wrong, you can’t bad mouth them. But if you’re solution-oriented and don’t give in to their negative attitude, your social media spat will soon blow over. And sometimes, your community even comes to your defense!

4.) Resolutions to complicated customer service issues. Using social media to solve customer service issues is one of the best developments since sliced bread. But not all questions come with a one sentence answer. If someone has presented a complicated question to you on one of your social networks, don’t try to solve it publicly. It clogs up everyone else’s feed, and unless it’s a question that applies to your entire fan base, it’s not valuable content. Instead, publicly ask them to privately message, email, or call you to work out the complicated kinks.

5.) Confidential customer information. Another potential pitfall when using social media for customer service is leaking private customer information. If you are troubleshooting via social media, be sure you don’t accidentally leak information that legally shouldn’t be shared. To you it may seem trivial, but it’s actually quite common for people to not want to publicly discuss pricing, location, or other seemingly benign topics.

6.) Surprise pictures and tagging. Just because you’re a social media super star doesn’t mean your staff and customers are comfortable being in the public eye. Don’t publish photos of them, use location based tagging, or even tag their names in public updates without their permission. Some people have stringest personal privacy rules of which you must be respectful.

7.) Misinformed updates. Whoever monitors your brand’s social media accounts is responsible for knowing a lot about…well, everything. He or she will come up against questions spanning from product information, to billing questions, to industry insights, to support issues. And one of the worst things you can do is answer those questions without first getting all the facts. It makes your organization look confused, ill prepared, and untrustworthy. Remember that there are a lot of people you work alongside that deal with the issues you’re facing on a daily basis; tap your internal resources before giving out incorrect information in cyber space.

8.) Apathetic updates. Everyone has *those* days. But one of the hard parts about being a social media manager (or any public figure, for that matter) is putting on a happy face. Please don’t let apathy shine through in your social media updates. If you’re not excited about your brand, how can you expect anyone else to be?

9.) Proprietary company information. This one is a tip specifically for the social media and community managers out there. Leaking proprietary information may not upset your network, but it will upset your boss. Keep your job safe, and remember that what is common knowledge to you is probably big news to a lot of people…namely, your competitors. If you have any doubt before hitting the “Enter” key, that’s a good indication that you probably shouldn’t post it. Or at the very least, check with your CMO!

10.) Personal rants and diatribes. If you manage a social media account, you may feel like you have your own soapbox off of which to rant and rave. In fact, you do not. Sure, you obviously shouldn’t wax poetic on your religious and political opinion, but you also shouldn’t opine about the horrible customer service from the sandwich shop down the street. Not only does it make you look petty, but remember point #1 (in my opinion, the most important one) from this post: It is not relevant to your audience.

What other updates do you think businesses should never, ever share on their social media accounts? Which of these points do you think does the most damage to a brand’s social presence?

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Janrain and Blue Research completed a study together on social identity. A key element of the survey was finding out how respondents felt about using a social login — Facebook, LinkedIn, Twitter, etc. — instead of having to register individually at multiple websites. Read on for some of the very interesting results and what they mean for marketers …
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