09Feb 2010 by Bob Cargill

How Agencies Handle Transparency in Social Media

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube
In case you missed it, John Cass and Toby Bloomberg pulled together an exhaustive joint post recently on how agencies, consultants and freelancers handle the notion of transparency when using social media on behalf of their clients. They reached out to dozens of their colleagues in the industry (myself included), asking them how they dealt with this issue while not only providing social media content for their clients, but in many cases posting that content for them as well. I applaud John and Toby for spearheading this initiative. It was a considerable undertaking on their part, the result being a diverse range of opinions from those on the cutting edge of social media, a body of work of great value to the industry. In my opinion, if a brand doesn't have the capabilities in-house, it makes perfect sense to outsource its social media…
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03Feb 2010 by Bob Cargill

10 Ways to Succeed in Social Media, Part Four

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube
4. Stand for your brand. As much as you need to be yourself in social media, it’s even more important to be a positive, well-suited reflection of the organization you represent. So before you blog, tweet or record that YouTube video, take pause and ask yourself if you're actually capable of embodying the very best characteristics associated with your brand. Even if you’re your own boss, you may find it more than just a little challenging to come across as a trustworthy, authoritative and engaging spokesperson. The truth is that some of the most successful social media practitioners are those with extraordinarily good people skills. They’re evangelists, diplomats and envoys, folks who live and breathe the topics and issues bandied about among their respective business circles. Their strong sense of corporate identity is eclipsed only by their personal character and integrity. In the best interests of their constituents…
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27Jan 2010 by Bob Cargill

10 Ways to Succeed in Social Media, Part Three

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube
3. Create enough quality content. One of the most common mistakes I see people and businesses make in social media is jumping into it without having anywhere near enough original, quality content to stay in it for the long haul. Either they underestimate just how critical it is to be able to offer news, information and opinion for an indefinite period of time or they simply don’t care about being fully engaged.  Whatever the case, these folks invariably run short of content and ultimately have no idea what to say anymore. So relationships are interrupted. Momentum is lost. And their constituents are left wondering why the "brand" they look up to is suddenly so silent in social media. But it doesn’t have to be that way.    Before dipping your toes in the social…
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19Jan 2010 by Bob Cargill

10 Ways to Succeed in Social Media, Part Two

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube
2. Set realistic expectations. Using social media to communicate with others isn’t that difficult. But if you expect your posts, tweets, status updates and videos to result in any new leads or business opportunities, you had better be more than a little patient and perseverant. As I wrote in a previous blog post, The Importance of Getting Past the Social Media "Dip"… ...social media shouldn’t ever be looked at as a fast track or short cut to success.  Mastering social media requires a long-term, strategic investment that needs to be looked at as part and parcel of almost everything else you do as an organization, not as a quick fix or panacea for an inability to find common ground with your constituency in the first place. Don't disappoint yourself. Be realistic with your expectations. To put together an…
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13Jan 2010 by Bob Cargill

10 Ways to Succeed in Social Media, Part One

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube
Now that so many businesses are using blogs, Twitter, Facebook, YouTube and other social media channels to connect with their constituents, it’s only a matter of time before they realize what a challenge it is to use them successfully. No, social media isn't rocket science. But it's definitely a BIG departure for those who have been dependent on traditional marketing, advertising, PR and communications methods up until now. So to help educate and enlighten those who are about to use this relatively new means of engagement for the first time, here's the first in a series of 10 ways to succeed in social media... 1. Adopt the right company culture. I hate to disappoint you, but not every organization is cut out for social media. To those who are accustomed to privacy and top-down, one-way, interruptive communications, it requires nothing short of a transformative change from the inside out.…
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04Jan 2010 by Bob Cargill

Blog Post on Video: The Importance of Character in Social Media

Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter
By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others. They’re finally realizing that – as I’ve said before here on this blog -- the guaranteed efficacy of a one-way, top-down, interruptive monologue by businesses and bureaucrats is history. And that the era of inclusive, open-ended dialogue between company and constituency is upon us. Yes, social media appears to be on the verge of going mainstream in more ways than one. However, what’s still a big challenge for many of those using social media for business is using it correctly, adhering to the unique set of principles…
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15Dec 2009 by Bob Cargill

The 30 Best Blog Posts on Social Media I’ve Read in 2009

Advertising, Blogging, Branding, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter
With only so many days left until a new year is upon us, it's only natural to want to take pause, look back and reflect on everything that's transpired in 2009. And what a year it's been for those of us involved in social media and marketing. Change has been the only constant in the nature of what we do on the job. Me? I'm a copywriter and direct marketer by trade, someone who's earned his livelihood for well over 20 years helping brands to sell their products and services. And that hasn't changed. But many of the strategies, tools and communications channels I'm using nowadays to help my clients achieve their goals are different. Today, I find myself working with blogs, Twitter, Facebook, Linkedin, YouTube and the like much…
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07Dec 2009 by Bob Cargill

What You Should Include on Your Next Set of Business Cards

Advertising, Blogging, Branding, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter
No matter how much I enjoy communicating with others online via Twitter, Facebook, LinkedIn, YouTube and other social media platforms (including this blog), I still think the most powerful connection you can make with someone is face to face. I've always liked attending conferences, trade shows and networking events, making new friends and meeting new people, shaking hands and schmoozing. I appreciate the camaraderie of being under the same roof with a group of like-minded professionals. I take comfort in knowing that I'm not alone as a businessman and entrepreneur, that we're all in this together, literally smack dab in the middle of the same basic search for new leads, new resources, new allies and new opportunities to succeed. And if you ask me, there's something very special about the exchange of business cards. It's an age-old ritual, a tradition remarkably still alive given today's relaxed…
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30Nov 2009 by Bob Cargill

The Black Door, Bravery and Social Media

Blogging, Facebook, Marketing, Social Media, Twitter
  Blog Post on Video: The Black Door, Bravery and Social Media Let me tell you a story.  It’s a parable that’s been around for a long time. It's about a spy who had been captured and sentenced to death by a general of the Persian army. The general, however, permitted the condemned person to choose between the firing squad and the black door.   As the moment of execution drew near, the general ordered the spy to be brought before him to receive the doomed man's decision.  This was not an easy decision, and the prisoner hesitated, but soon he made it known that he preferred the firing squad.  Not long thereafter, a volley of shots in the courtyard announced the grim sentence had been fulfilled.  The general turned…
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