SMC of SLC

It is the SMC of SLC’s pleasure to highlight one of our member agencies, Lava7. Lava7 was founded by four partners: Maile Keone, Jack Hadley, Blake Hadley, and Rob Jensen, who bring years of award-winning experience in traditional marketing, message development, concepting, copywriting, art direction, and graphic design. Focused on social media marketing, Lava7 seeks to help organizations to “expand their relationships in relevant and engaging ways, in more places, and more easily than ever before.”

* * * *

SMC: First up, Maile, what’s the story behind naming your new social media marketing agency “Lava7”? Any tie to your Hawaiian roots?

MK: The name comes from the spreading of ideas. Lava spreads explosively, then moves more slowly, and finally settles into cracks and crevices, becoming part of the landscape and creating a foundation upon which other things grow. Lava also needs to be continuously pushed out in order for the landscape to continue to grow. Part of social media marketing is helping, watching, and encouraging stories to spread. That’s how we came up with the name. But I do like the Hawaiian connection.

SMC: Maile and Jack, what motivated you both to pour your hearts, souls, and wallets into the Lava7 partnership – and to focus your agency on social media marketing?

JH: One of my favorite books is Zag, by Marty Neumeier. Marty speaks of the relationships between trends, brands, fads, “waves,” and creating businesses that are essential and truly distinctive. Social media is not a fad. Social networks have always been a big part of doing business, and the Internet isn’t going away. Tools and methods may change, but this wave will continue to create trends that raise all ships. Four years ago I saw the writing on the wall and jumped into the deep end of the pool. I love what I’m doing. I feel like the 20 years I spent working in creative environments were preparation for what we’re now doing at Lava7.

MK: The first time I heard Jack speak, I knew I wanted to work with him. We’ve somehow managed to pull amazingly talented people together and create a fun business that helps people with both traditional and new marketing. My background in traditional tech company marketing is just a platform for the massive changes that are happening in the way we communicate. Being able to talk to companies and people about those concepts gets me up in the morning and keeps me awake at night. I’m just so excited about what each day brings.

SMC: Jack, you wanted to add something to what Maile just said about massive changes?

JH: Yes, if I might. The lines between advertising, branding, marketing, public relations, and customer service have become very blurred. That’s a good thing. Businesses should be engaging with their audiences anywhere they can, everywhere they can, and as often as they can. If you’re thoughtful about the ways in which you engage, it helps tell your story without annoying your audience. People are pulling and consuming information today in very different ways than before. These new strategies for digitally engaging and influencing are not only powerful, but represent a fundamental shift in the way we communicate.

SMC: You’ve branded yourselves as “digital engagement marketers.” Give us the low-down, Jack, on what Lava7 does for clients.

JH: We provide integrated social media marketing solutions that achieve business objectives. We do that by combining three things: strategic mindset, relevant tools, and compelling creative. I agree with SMC of SLC member Erin McBride, who suggested on this blog last month that “…we stop calling this social media marketing. To better encapsulate and explain what we aim to do with social media tools, I propose that we call it Social Media and Engagement Marketing.” I think that’s good thinking.

A problem is that businesses are feeling overwhelmed by it. The space is changing constantly. People don’t know where to start. They struggle figuring out how this fits with their existing efforts. They struggle getting C-level buy in. They’re afraid of wasting time and resources, and they don’t know how to measure effectiveness. We help businesses to first, wrap their minds and hearts around it. Then, we show them how to use the tools in simple, strategic ways. And in many cases, we also help with implementation.

SMC: Such passion, Jack! Is that why at least one client has labeled you a “mad genius”? Think the term fits?

JH: Whenever people say that, I’m not exactly sure what it means! Maybe it’s more like a “nutty professor.” Either way, I think I got that label because of my passion for what I’m doing. I guess it kinda fits. Sorta.

SMC: Maile, reassure Jack! List two strengths he brings to the Lava7 partnership.

MK: If I must! <grin> Other than his mad genius, Jack has an innate ability to help others understand complex concepts and processes. That ability has led to him to speak all over the state on social media marketing. He has helped many companies, from small start-up businesses to large technology companies, come to a better understand of where to start — which answers one of the questions we get asked all the time. In addition, his background as a branding expert helps companies to further understand that before spreading their story, they must first make sure they have clarity. Jack is a master at helping others to distill.

SMC: I’m disappointed. I was so sure you were going to mention those signature sneakers he wears to business functions. That’s gotta be a strength, too!

MK: Oh my gosh, you’re right. Those sneakers have cemented that Jack thinks outside the box!

SMC: Jack, your turn. Maile is known as one of the best-connected movers and shakers within Utah’s technology industry. But what are the strengths she brings to Lava7?

JH: Maile has great business sense, and her energy is so contagious. She has a proven track record in helping take companies from point A, to point B, to point C. She has a deep understanding of traditional marketing and remarkable insight into the ways in which new media strategies integrate with traditional marketing. Maile is feisty, too. We like that — and so do our clients. It helps move us ahead on a daily basis, meet our commitments, and get the work done. Her favorite word yesterday was “snarky” after we fired a client whom she called “one snarky dude.”

SMC: Yeah, well, “dude” is probably a term she perfected on the beaches of Hawaii, right? Blake, let’s hear from you, dude. The Lava7 website is crisp, clean, and playful. Do you get all the credit for this online coolness? Is it your chief Lava7 hat?

BH: Right now, I’m doing a lot of the design execution, so yes, I guess I get most of the credit. But we also work a lot as a team, and utilize a number of outside design resources. We each wear lots of hat around here. Besides directing design, I spend a lot of my time doing behavior blueprinting.

“Digital Behavior Blueprinting” is the term we’ve coined for the first half of the creative process behind the strategies we create at Lava7. The second half of the creative process is more traditional; it’s about imagery, graphic design, headlines, colors, etc. But the first half is about coming up with ideas that engage. For example, what will draw people in? How can we get people to do the things, or click on the things we’d like them to do? How will people interact with the rollouts or promotions we create?

You can have all the cool social media tools in the world, with beautiful designs, but if there aren’t creative ideas for implementing and utilizing them, achieving the objectives, and driving results, they’re really useless.

SMC: Well said, Blake! Rob, you’re the final partner at Lava7, serving as CTO. But I hear you’re more commonly referred to as the “code guy.” Explain.

RJ: My partners do call me the “code guy.” As Blake said, creativity is no longer ONLY about messaging and visuals. In this space, it’s about applications, utility, interaction, and experience. I view my role as the technology bridge builder between the three parts of the puzzle: mindset, tools, and creative. Obviously, in the end, the execution of web-based, digital engagement is about pixels and code. But this kind of bridge building is much more comprehensive. Our creative team model is similar to the one used by Edward Boches at Mullen. I work a lot on solving the content distribution and development parts of our projects, making sure that the application of technology not only lines up functionally, but lines up strategically as well. Tying the tools together into smooth, integrated campaigns is critical — and a lot of fun.

SMC: Wow, Rob, you almost make me wish I was a techno-geek! Jack, one last question: Lava7 is actively educating the community on the benefits of social media. But you’ve also developed the curriculum for, and teach, an advertising and social media marketing class at Brigham Young University. What has teaching social media within the university environment taught you?

JH: It’s been an interesting enigma. While I’m not a career educator, my sense is that the wheels in academia turn rather slowly — while the corporate, high-tech business world I’m used to is always on the leading edge. Most communications, advertising, and marketing students across the country are getting very little instruction in universities about social media marketing for business. The students are SO tech-savvy; social media is their world! Yet, they end up in the middle, as much of their curriculum is behind the curve.

This social media marketing class has been a lot of fun because BYU (and in particular Jeff Sheets, the advertising lab director) has given these communications students the opportunity to be on the edge. The projects we do in class give them real-world experience. I’ve found the students’ blog posts on our class network to be very thoughtful and insightful. My guess is that these students will be among the very few who can interview after graduation saying that they truly understand how social media is changing the business world. Most other university students will graduate still thinking Facebook, as just an example, is only for planning weekend parties.

SMC: Lucky students! To wrap up, I’d like a takeaway from each you, please. Complete this sentence: I dig social media marketing because…

MH: …I am a connector and a maven, and it makes being both easier!

JH: …I never have to go to work. I just play all day (at least it feels that way).

RJ: …its power is accessible to anyone, yet so few have found it or know what to do with it.

BH: …it has allowed me to think beyond traditional media and dive into a fascinating level of communication that has opened a new world of creative solutions.

SMC: Thanks much, all — and Mele Kalikimaka!

***Jack Hadley is also cofounder of the Social Media Club of Utah Valley, and founder of Cowork Utah, a social media community workspace providing a collaborative environment for independent designers, bloggers, and programmers.

Sheri Bell-Rehwoldt is a freelance writer, editor, and social media trainer/marketer. Catch her online at www.Bell-Rehwoldt.com, http://www.facebook.com/SheriBellRehwoldt, and http://www.linkedin.com/in/sbrehwoldt

SMC: Hey, JD! Tell us all about eBay’s cool initiative to give back to the community this holiday season via its “eBay it Forward” program:

JD: Happy to! eBay it Forward is a new way for people to pay it forward: to share stories with one another, while assisting Family Promise, a great local charity, in the process. In a nutshell, we’re asking people to donate an item that gave them joy, comfort, or happiness in 2009. An item that, when passed on, benefits the recipient. The giver gains, the recipient gains – as will homeless families here in Utah. It’s definitely a feel-good way for people to regift. This project will really show how similar we all are, regardless of beliefs, ethnicity, geography or – financial standing.

SMC: So I hear we physically deliver our item and story to Salt Lake’s EVE event. True?

JD: Yes! I invite everyone to come down to EVE on December 28 for a preview event from 5-8 p.m. We will have an exhibit set up at the Gateway Mall, in the Depot Grand Hall, where we will be collecting the items and displaying them as an art exhibit for all to see. The exhibit will be on display throughout the EVE festivities, from December 29-31, noon to 8 p.m. daily.

By the way, your $15 EVE ticket is good for all three days/nights of live music, arts performances, dance parties, DJs, action sports, etc. You should definitely be there for the New Year celebration! Make plans to stay-up late, party in the street and ring in 2010 in a major way. This won’t be the First Night you’ve seen in past years!

SMC: Cool! After the items are collected at EVE, they go up for bid on eBay? So even my cousin in Alaska can get in on the eBay it Forward action?

JD: Yes! Once Eve is over, we will list the items, with their stories, on eBay Giving Works, with all proceeds of the auctions going to Family Promise Salt Lake.

SMC: This all sounds like a lot of work for eBay. Are a lot of eBay employees volunteering their time for this project?

JD: Many eBay employee volunteers will be staffing the venue, along with volunteers from Family Promise. eBay volunteers also will be listing all the items afterwards. And I’ve heard quite a few eBayers talking about the personal items they will be donating, so we’ve got good buzz within our center. With the help of our local vice president, who has been behind this project 100 percent, we also will be receiving personal donations from our CEO and division presidents in San Jose, California.

SMC: Sweet! Let’s talk turkey, err, mistletoe. How are the collected funds going to be distributed to the homeless?

JD: We chose a local charity for this project, as I think it’s important that people can feel great about supporting the community in which they live and work. Family Promise is awesome. They’re all about helping homeless families and keeping them together during their struggles. Their mission is to help homeless families achieve lasting self-sufficiency by providing safe and hospitable shelter, with the help of numerous and diverse local congregations. Family Promise also offers intensive case management support both during and following a period of homelessness.

SMC: Has social media played a major role in promoting this event? What tools have you used?

JD: Social Media is playing a HUGE role in spreading word about eBay it Forward. I started putting teasers out in the Twittersphere a couple of months ago, to get people thinking about items they valued most in 2009, and why. SLC has such an amazing group of dedicated Twitter users who really care about making the local community an even better place. Or maybe I just happen to follow all the right people!

We also have had an amazing response to our eBay it Forward FaceBook group and corresponding event page. I was shocked to see how quickly word spread, and how many people joined solely from word of mouth. Too, an eBay employee also went out on his own and created a Squidoo page for the event, just because he’s a nice guy. Social media as a whole really encompasses what this project is all about – Community!

SMC: Umm…not to put you on the spot (HA!), but what personal item are you regifting?

JD: It’s been hard to decide what I will be donating. Just like many others, 2009 was a stressful year; without my wife and daughter I may have exploded! But, as donating people is frowned upon (and I would never give either up without a fight to the death!), I think I’m going to donate an item we all used together during one of our rare weekends together as a family (we events people don’t get many free weekends; so when we do, we really make them count!).

SMC: Cool! I can’t wait to read the story that accompanies that! See you at EVE, JD. We wish you much success with eBay it Forward!

JD: Thanks! It’s scary doing something entirely new like this, as it could be a giant success or a huge flop. I guess it all depends on whether or not the SLC community is willing to pay forward important things in their lives. I have a hunch they are!

**Note: JD’s Twitter handle: jdnorton. But also be sure to check out eBayEvents_SLC.

Sheri Bell-Rehwoldt is a freelance writer, editor, and social media trainer/marketer. Catch her online at www.Bell-Rehwoldt.com, http://www.facebook.com/SheriBellRehwoldt, and http://www.linkedin.com/in/sbrehwoldt

Every week UtahPulse educates and enlightens Utah’s business leaders about social media through the “Social Media Minute.” Since members of SMC of SLC are on the forefront of social media, our members write the Minute! As we head towards 2010, we’re looking for a variety of folks who would be interested in contributing to the Minute next year. It’s a great opportunity for your “voice” to be heard on social media issues by some of Utah’s business movers and shakers, as well as by your social media peers!

The Minute should be about 800 words on a social media topic, and deadlines are on Wednesdays at 5:00. (Take a look at UtahPulse to read past Minutes!)

If you’re interested in contributing, please comment on this blog and we’ll get you on to the schedule. Oh, and if you contributed in 2009 we’d love to hear what you have to say in 2010 as well!

Happy Holidays and get writing!

by Jack Hadley, SMC of UV member

Whether you’re a blogger, advertiser, PR manager, programmer, SEO specialist, branding expert, or business owner—you’re a marketer. And if you’re reading this post, you’re likely a social media marketer as well.

Tough economic times, bailouts, loan difficulties and foreclosures have taken a devastating toll on the banking industry. Although the severity of conditions has varied from region to region, consumer trust levels have declined.

Western Community Bank (full disclaimer, Lava7 client), a three-branch community bank in Utah County, has always approached marketing with an innovative attitude. During difficult economic times, their commitment to starting a social media engagement strategy by launching a simple blog demonstrated a proactive community mindset and a willingness to assume some thought leadership.

Lesson 1: Think Ahead Of The Curve

Enter, Adam Weight, VP of Marketing and Technology. During the bank’s blogsite development, a number of prominent social-media-specific articles began appearing in banking publications.

Adam was one step ahead. Are you? Ask yourself, “Am I being timid in my industry? Is there an opportunity—however small—to assume a leadership position? What’s holding me back?”

Lesson 2: Be Human, Listen, And Participate

Western Community Bank (WCB) started with a simple premise… Engage with customers and community members in ways that are honest and transparent, and provide clear insights and useful tools that are relevant to local audiences.

As one of the founders of the Social Media Club Utah Valley, I’ve noticed that the majority of our initial members are people inside our industry (meaning advertising, marketing, pr, branding, seo, etc.). There are few engaged members who either own or work in businesses from other verticals. Adam is one of them—and he makes a point of attending our club’s meetings and functions.

If you’re one of those people who falls outside “this industry” ask yourself, “Am I taking advantage of every opportunity to learn the mindset and tools that surround social media marketing? Am I attending SMCSLC (or Utah Valley, Cache Valley) meetings and thinking about how to leverage this wealth of passion and expertise to build my business? Am I using a blog, and/or other basic tools to listen and participate?”

Get involved! It makes a difference! And it doesn’t need to be difficult. Take off your marketing hat and put on your audience hat to better understand their needs and perspective. Here’s a recent, actual WCB Twitter exchange:

Lesson 3: Don’t Quit. Your Tenacity Will Pay Off

Afraid you’re not a great writer? Maybe that’s true. But in Seth Godin’s words, “Stick with it and you’ll get better at it.” Are you afraid nobody’s interested in what you have to say? Perhaps… At least today. But whether anybody reads your blog or not, the metacognition that takes place in formulating how you talk about what you do is priceless. Don’t stop. This is as much for you, and the way in which you view your business, as it is for your prospective audience.

Lesson 4: Don’t Take Yourself Too Seriously

Let’s face it… Banks are, pretty much, boring. Agreed? They’re the epitome of traditional and conservative. The nature of what they do is all about regulatory requirements, privacy and safety. Not exactly a party. While remaining thoughtful and sensitive to their position and reputation, WCB isn’t afraid of having a little fun. It keeps them human—and here’s a good example.

So, dive in! Zig passionately while everyone else is zagging. Ignore the economic doom and gloom. There’s never been a better opportunity in history to take the four lessons above and turn them into a powerful blogging and social media marketing foundation for your business.

Onward!

Jack Hadley is CEO at Lava7, a Digital Engagement Marketing Agency. Often referred to as an epiphany catalyst and corporate storyteller (although a client recently called him a “mad genius”), Jack helps both large corporations and small startups distill and refine their message for clear communication. An award-winning copywriter, and former agency Executive Creative Director, Jack has a rich background in all aspects of the creative process, and has passionately focused the last several years on social media engagement strategies for business. People often tell Jack that he’s helped them really understand social media marketing for the first time. He’s frequently asked to speak to groups about messaging, creativity, and social media marketing. Jack also teaches a social media marketing class at Brigham Young University.

by Erin McBride, SMC of SLC member

A few weeks ago my younger brother called me for help. He was stuck on the side of I-15 with a flat on his new Jetta GLI, and he didn’t know how to change the tire using the complicated repair kit.

After enjoying the thrill that only an older sister can feel when her little brother asks for help with something car related, I turned to the Internet. I searched the obvious terms for his make and model car and “flat tire.” I found a few discussion forums, but ignored them. I tried the manufacturer’s website but found nothing about flat tires.

Next, I turned to YouTube, and typed in the make and model and was immediately greeted with “how to change a tire.” Bingo! We were in luck. I realized he could be watching this same video on his phone, and quickly texted him the link. He watched it, but couldn’t see which tool they were using to remove the hubcap on his tiny phone screen.

I returned to the discussion forums I had noticed earlier. I was amazed at what I found! Just a few days before, another person asked the group for help with this same problem, and online contributors rapidly replied with instructions on how to remove the tricky hubcap (this was a painfully unintuitive repair kit).

The responses on the discussion forum told me we weren’t going to be able to change the tire without help, a conclusion I likely would’ve taken hours to come to on my own.

In just a few quick keystrokes I had located my brother’s insurance company and their toll-free number, and a few minutes later, a tow truck was at his side free of charge.

Later that night, I thought about how quickly and easily we handled the situation using social media. I wondered how many people had learned to change a flat tire on the side of the road by using their media equipped phones. Or what we would have done if I hadn’t found that discussion forum.

Let’s take it a step further: How convenient it be if you could just tweet to your insurance provider, “Need a tow truck! Send help!” and attach your GPS location? (Comcast Cares does a great job doing something similar.) There are so many ways companies and people can go the extra mile using social media. Wouldn’t it be great if everyone did?

Thank you, social media, for saving my day.

Erin McBride is a freelance social media and engagement-marketing consultant. She expounds upon social media and engagement marketing at http://mcbridemarketing.wordpress.com and as @erinmarketing.

It is the SMC of SLC’s pleasure to highlight member Janet Meiners Thaeler, recipient of a Utah Social Media Award in the “Best Social Media Content Guru” category.

* * * *

SMC: Janet, congrats on your award! What thoughts ran through your mind when you heard your name called? As you mentioned in your acceptance speech, those were indeed some “lucky” boots you were wearing!

JMT: Thank you. I told my husband I didn’t think I was going to win, but I was happy for my friends and colleagues whose names were being called. Then I heard the line about being a new author and knew it was me. It was like being at the academy awards. It really gave me a chance to celebrate this incredible ride I’ve been on and loved with others who share the same passion for social media. You could just feel the buzz in the room. I also got to show off my social media boots and send Sorel the picture.

SMC: Give us the scoop on your blog, newspapergrl.com, including how long it’s been up, your subject matter, and a bit about your followers.

JMT: When I heard about Internet marketing, I fell in love with it. I have a bad memory and I wanted to document my new career. I started blogging in 2005. A blog makes my mind searchable and gives me an outlet so I don’t drive people crazy with my thoughts. But I never thought anyone would read it.

The most surreal part was when someone I’d never met hugged me because she read my blog. I loved that! My blog has brought me a lot of friends and connections. My followers tend to be people who own their own businesses online or run Internet marketing for their company.

I still blog, but now I’m on Twitter more. I’ve switched from learning and exploring to applying what I have learned. My blog doesn’t serve the same purpose for me as it did at first, but it’s still an important part of my personal brand.

SMC: Beyond blogging, you’re a consultant, and social media specialist with OrangeSoda Internet marketing. That’s a lot to juggle — along with your personal life. Tell us how you stay sane!

JMT: I only work at OrangeSoda twice a week right now. But I don’t stay sane! Which is why husband says I need to keep regular business hours. But sometimes I can’t sleep, because I have ideas I need to record.

SMC: Tell us about your new book, I Need a Killer Press Release: Now What??? A Guide to Online PR. Why did you decide to write it, and how did you select your publisher?

JMT: I’ve wanted to write a book for years, but it was really seeing my friend Jason Alba’s (CEO and creator of JibberJobber.com and author of I’m on LinkedIn – Now What???) success that really motivated me. I wanted to share the success I’d found with online press releases. I also wanted to provide a resource for people with small budgets. I’ve had people say my book is worth much more than the cost, as there’s really no other book about online press releases available.

It was Jason who introduced me to his publisher, Happy About. They provided the direction and structure I needed. It was much more work to write a book than I ever imagined – but they got me the ISBN number, helped to design the cover, and got me on Amazon.

SMC: Tell us what you think are the most important tips in the book. And why people should run out and buy a paper or e-book copy.

JMT: People should buy my book because it will save them hours of trying to figure out things on their own. I help readers to find newsworthy information to share. I take them through keyword research and how to get higher search results for their news. I talk about online news services and help readers choose the best ones. And I give readers ways to promote news online once it’s live (on social networks, with bloggers, etc.).

Here’s a sampling of the book. Next I’m producing a 120-minute DVD with Jason that uses a screen capture program to actually show viewers a lot of the concepts in my book. It will be a valuable training tool, as it includes a bonus webinar, slides, and transcripts I created exclusively about search engine optimizing a press release. Pre-orders are 25 percent off right now at OnlinePRbook.

SMC: Any success stories so far, even though your book has only been out since September?

JMT: Like press releases, the numbers build up over time. My first sale was from Susan Baida (co-founder of eCareDiary.com, an online community of those caring for elderly family members), whom I’ve since connected with on Facebook and Twitter. She said my book was exactly what she was looking for. I also heard from my publisher that my book was the only one that someone grabbed right out of his hands when he was showing off the new titles. Perhaps the biggest win, though, is that my book will be required reading in four PR classes at a university.

SMC: Congrats, and may many more schools follow! Any words of wisdom for other SMC of SLC members thinking of starting blogs?

JMT: Narrow your focus. If you blog about everything, people won’t know what to expect and you’ll see less success. For example, my intern, Chad, started out blogging about all sorts of topics. He asked me how to get more traffic, and I suggested he narrow the focus. So he converted his general blog into a car blog. He’s had a great time test-driving cars, and even gotten a press pass to a car event.

Another piece of advice: post at regular times. If you say you’ll be there at 8 a.m. each morning, and you always are, you start building trust.

SMC: Any thoughts on bloggers versus traditional media reporters?

JMT: The lines between media and bloggers blurs because most reporters now blog, too. We still need hard news and fact-checking, but for eyewitness accounts, opinion, and commentary on what’s happening right now, there’s nothing like bloggers. I can credit most of what I know and my success to bloggers.

SMC: What have been the chief benefits of membership in the SMC of SLC for you personally?

JMT: Hands down, I go to the meetings to meet other people who are into social media. I feel like they’re my people. I’ve always been drawn to communities. I found mine at the Social Media Club of Salt Lake City.

SMC: Please tell us, in one sentence, why social media blows your mind.

JMT: It’s an always-on source of interacting, learning, and entertainment – it keeps me sharp and makes me feel less alone in the world.

Sheri Bell-Rehwoldt is a freelance writer, editor, and social media trainer/marketer. Catch her online at www.Bell-Rehwoldt.com, http://www.facebook.com/SheriBellRehwoldt, and http://www.linkedin.com/in/sbrehwoldt

by Scott Cowley, SMC of SLC member

Social media for small business is awesome! It can quickly level the playing field with publicity, promotion, and market engagement at a fraction of the cost of traditional marketing channels. I’m convinced that any small business that engages consumers with blogging, Facebook, Twitter, and YouTube (among other platforms) will always win the battle for mindshare and market share over those that rely on traditional marketing alone.

What you often read about are the “Cinderella stories” of small companies that went from the bottom of the barrel to top dog using social media. What you don’t see are the countless times that social media fails in the small business arena. By fails, I mean that the business stops doing it or continues doing it with no real results. Often, this failure leads small business owners to become disillusioned with social media, which can put them farther behind the curve. And it’s such a shame, because social media has the greatest potential for small businesses.

So why does social media fail so frequently for small businesses? In my experience, here are some of the biggest reasons:

Failure to act. Social media may be free, but it takes time and many small businesses jump into it without recognizing the commitment or becoming familiar with the platforms first. There’s a definite learning curve and a consistent time investment required for writing blog posts, Facebook posts, Twitter posts, creating YouTube videos, etc. A business can’t just stick its foot in the social media game once a month and expect to be effective. Many treat it that way.

Failure to view social media as more than an advertising channel. There’s a time and a place for everything, including self-promotion, but too many company blogs, Facebook pages and Twitter streams are populated completely with advertising. That’s not social. That’s selfish. Even businesses should try to follow the “90-10 rule.”

Failure to target. Businesses may engage people with social media, but engage them in the wrong conversations. If you talk to anyone about anything and everything, you’re treating social media like a chat room. Social media should be tied to relevant business and conversation goals. Adding your voice to industry discussions establishes a business’s credibility. Helping individuals meet their own life goals and objectives through your products and services, and especially your expertise, helps both of you.

Failure to humanize the brand. Many companies act and engage as though the company is the human. This is the old media approach. Small businesses that are most effective at meeting business objectives with social media aren’t afraid to introduce people to the business and the people behind the business. When customers are friends with your employees, they’ll be repeat customers and advocates (which underscores the importance of hiring the right people).

Social media isn’t ideal for every small business, but it can work for many. It needs to be consistent, helpful, engaging, relevant to the business, and human to the public for it to succeed. Small businesses that learn how to do these things now can expect to be big businesses down the road.

About the Author: Scott Cowley does search engine optimization and social media for SEO.com and is passionate about helping clients catch the vision of how social media can be put to use. He enjoys making friends through SMCSLC and SMCUV and currently resides in Provo with his wife Kathy.

You all rule! #justsayin

I sat down tonight to the computer four tasks to do before I went to bed:

1- Check-in on Twitter

2- Check-in on FaceBook

3- Check my FriendFeed

4- Look over the SMCSLC Blog

It was when I logged into SMCSLC.org I realized something…2009 is rapidly ending. It was about a year ago that I sat around a table at The Summit Group with Jyl, Pete, Hilarye, Malcolm and Sarah talking about starting this thing called SMCSLC. We all had a vision of what this could become, and I for one am so happy with what ‘WE’ (anyone who has ever attended an SMCSLC meeting, gone to lunch/breakfast/dinner with someone they didn’t know before, retweeted something you hadn’t ever thought of before, etc. etc. etc.) have accomplished this year.

With what I do, I am able to travel quite a bit, and I’ve had the opportunity to visit and chat with members of different social media clubs across the country. I have a sense of pride whenever I tell about the things we have going with SMCSLC, and I always receive really nice compliments about our little club.

It has truly been my pleasure to get to know many of you, and I hope that I can get to know many more (if I say the word many anymore, you can call me Commandant Eric Lassard…50 points to the person who can tell me the movie reference) of you. I can honestly say that some of my greatest friends have come from SMCSLC.

So let me ask you, what has been your favorite memory of SMCSLC this year?

I’m already looking forward to 2010!

Just another opportunity for SMC of SLC members to shine!

The sixth annual Ragan Recognition Awards showcases best practices in internal communications. Get feedback and recognition for your outstanding work — from sharp headlines to internal blogs, from employee magazines to intranet sites — show ‘em what ya got!

2010 Categories:

• Best social media strategy
• Best newsletter
• Best nonprofit newsletter
• Best magazine
• Best nonprofit magazine
• Best intranet
• Best blog
• Best video

Winners Receive:

• A personalized, engraved trophy to display your achievement
• A critique of your entry from Ragan’s panel of expert judges to make your future work even better
• A complimentary one-year membership to Ragan Select
• Recognition on Ragan.com
• Two complimentary attendance vouchers for any 2010 Ragan webinar
• One complimentary registration to any 2010 Ragan workshop

Entry Information and Rules

Register Here