Strategies for Engaging in Facebook, Twitter & Other Social Media
Liana “Li” Evans
Que; 1 Original edition (June 28, 2010)
ISBN-10: 0789742845
ISBN-13: 978-0789742841
360 pages
$16.49 (on Amazon)

Author Li Evans has been active in social media and search marketing for more than 10 years; who better to write a book that guides companies through social media solutions that actually work.

Divided into five sections (see below), Social Media Marketing is all about being social in the marketplace; from Twitter and Facebook to LinkedIn, YouTube and Flickr. Evans shows readers how to make the most of social media, including

• • customizing your social media strategies
  • understanding the quirks of your social media audience
  • managing and executing your strategies (don’t let an intern be in charge of the program!)
  • building trust among strangers

What You’ll Learn About Social Media

Section I:  The Basics of Social Media
This is the section that sets up the rest of your strategies; know your goals, know your audience and understanding what social media can and cannot do.  Great section here on ROC (Return on Conversation) not ROI (Return on Investment).

Section II: It’s About Conversation
If you think social media is about selling, you’re forgetting the “social” part.  People don’t go on Facebook or Twitter to buy something, they go to have conversations.  Fortunately Evans saves social media newbies from making the big “let’s go sell something” mistake when they first get involved in the networks.

Section III: Social Media from the Inside Out
Here, Evans helps readers convey the value of social media to the company. It’s all about ethics, interns, consistency, transparency, trust, and defining social media policy for employees.

Section IV: It’s Not About You
Evans writes astutely about keeping your customer’s needs in front of you at all times.  I suspect she’s seen a lot of crash and burns from the “my ego is more important than your needs” crowd.  As she so wisely states “for it to work, you have to be social.”

Section V: How Social Media Fits into the Online Marketing Picture
Don’t fall so in love with social media that you forget it’s just one slice in the marketing pie.  Here, you’ll learn how to create a social media-friendly pressroom, align your offline efforts with your online, and why you really need to be on YouTube (seriously).

Summary Points

1.  If you work for a company that’s just getting started in social media, this is a must-have book.

2.  If you’ve done a little with social media, but more of a shotgun than a laser, this is a must-read book.

3. If your peeps think social media is all about sales, this is a must-read book for them.

4.  If for no other reason, buy the book to read the section on conversations.  If you don’t, you’ll be sorry.  (I’m just sayin’)

Before talking business, I have to tell you, this Pinon coffee is a staple in my house.  Blend high-altitude coffee beans with wild pinon nuts, slow roast them in small batches, and you’ll think you were transported to the Buckhorn Saloon & Opera House in Pinos Altos, just up the mountain from Silver City.   (Is that a colorado burrito I smell cooking?)

Hang on a sec, and let me put my coffee down so I can type a little faster . . . . and give you a tiny history of how I became a Samurai zealot (or should that be warrioress?)

Brent and the guys over at Noble Samurai (read my original Market Samurai review) released Market Samurai about the time Aussie Ed Dale and Brit Dan Raine ran their free 2008 30-Day-Challenge.  Back then, like now, you can download a free copy of this keyword & marketing software and take it for a trial spin.

In case you haven’t used Market Samurai before, it’s comprised of several modules, including modules for keyword research, competition analysis, rank tracking, promotion, and monetization.  Everytime I assume nothing better can be added, the guys surprise me with a new or improved module.

A month or so ago, Brent went another step in his great customer service and opened the Dojo—a free training area where you can watch excellent (and professionally-produced) videos on wringing every last ounce of competition-busting know-how out of the software.  Most recently, a video on assessing the commerciality of a keyword or keyword phrase (click the link to watch the video) was uploaded – and it’s the one I watched this morning.   New too, are downloadable PDF training manuals for the modules.

Whether you download the trial version or pop for the full version, I think you’ll see why this is becoming THE marketing tool in the arsenal of the big Internet marketing gurus.  Good news though – - it’s easy for the rest of us to use, and to own.

I had no idea, back in August of 2008, that I would discover one of the most professionally-crafted, lowest cost Internet marketing tools ever.  Mind you, I’m not the type to oooh and ahhhh over much of anything  -- - but this software is the real deal -- - I use it almost daily in my own business, both for myself and my clients.  Once you download a free trial, you’ll see why major Internet marketers like Ed Dale recommend Market Samurai without hesitation.

(If you’re in a hurry, scroll down to watch a quick video of Market Samurai find high traffic keywords)

Click to download a free trial

In the year that I’ve been using it, Market Samurai has evolved into the Swiss Army knife of Internet marketing software.

New modules are added with NO additional cost to software owners -- - pay just once and you get updates that will blow your mind!

Your copy of Market Samurai contains competition-crushing capabilities that include:

• keyword research
• SEO competition research
• content publishing
• monetization
• affiliate product finder
• backlinks locator
• page rank tracker

There’s virtually nothing Market Samurai can’t do. But don’t take my word for it  -- - download your free  trial by clicking this link, and see for yourself.

Ten Ways You Can Benefit from Market Samurai

1. Research niche markets to discover the most profitable
2. Discover niches with very few competing sites
3. Analyze the SEO effectiveness of your competitors (and how to end run them onto Google’s first page)
4. Where to easily find content for your niche site.
5. Discover the best paying affiliate products in your niche
6. Learn to write compelling PPC ads for affiliate products
7. Publish your original content to article syndication sites
8. Easily find high quality backlink opportunities
9. Laser-target high-traffic low-competition niches
10. Discover niches with buyers, not just lookers.

Watch Market Samurai Find High Traffic Keywords

I strongly encourage you to take 15 minutes and watch this intro video to using Market Samurai for keyword research. Again, download a free trial -- - if you’re not getting the traffic you want, or can’t find that perfect niche, use the software for the trial period and get your business out in front of the competition.

www.youtube.com/watch?v=iXpTazrWCQA

Translation: It totally sucks, lacks imagination and consistency, and serves my marketing efforts about as well as a bipolar Congress does the health care crisis.

Solution: Get over to Amazon and buy How to Really Use LinkedIn, by Jan Vermeiren, with the assumption that the author (a networking expert) really knows what he’s talking about . . . AND, the book is new enough to still be meaningful.  Mission accomplished. 

But, what did I learn?

Leverage the Power of LinkedIn
Although you can learn the basics of LinkedIn, the real power of Vermeiren’s book is using LinkedIn’s existing tools to leverage the power of the network.  I think many of us solopreneurs sit out here in cyberspace, forgetting that every person we contact or who contacts us becomes part of our network.  Imagine the most intricate spider web you ever saw out back in the garden.

Filled with advanced techniques as well as the fundamentals of effective networking – - this book preaches what I have long believed to be true – - building relationships begins with you, not the other guy.  Reach out and help, and you’ll get more people reaching back to you than you thought possible.

I’m particularly fond of the charts on pages 31-33, that show at a glance which part of LinkedIn to use to accomplish specific goals.  For example, if you want an introduction, use the introductions tool; if you want to maintain existing relationships use personal messages or share ideas in Discussions and Answers.

There are plenty of advanced strategies, with a separate section devoted to:

• finding new customers
• finding a new employee
• finding a new job or internship
• finding a new supplier or partnership
• finding expertise

I also liked the section on free tools to use when working on LinkedIn, particularly browser toolbar and widgets.

I’ve already highlighted and side-noted my way through How to Really Use LinkedIn, and am calendar-ing how to best implement both basic and advanced strategies. Because I’m just starting out, I can’t speak to how effective the strategies will be, but I do feel for the first time that I’ve been able to wrap my head around more of LinkedIn than ever in the past.

Anyone else read this one? Would like to know what LinkedIn strategies you feel really helped. 

Review: 31 Days to a Better Blog Workbook

I like that Darren began by telling readers the purpose of the workbook (sold in PDF format): "The idea is simple. By the end of this challenge you’ll have learned 31 aspects of blogging and put them into practice. It is designed not only to fill your head with knowledge ABOUT blogging but also give you some concrete things to do to actually DO something with the knowledge." Each day consists of a blogging technique, examples, and a task. Some days the tasks will take you a couple of hours, other days only a few minutes. I like that Darren gives solid, concrete examples for each lesson.  For example, on day one (write an elevator pitch), he tells you the exact

short and long versions of his own elevator pitches. If, at the end of the 31 days, you want to continue the challenge with more advanced techniques, Darren has a link to a newsletter that has occasional updates on the most important developments in terms of tools and resources to help you improve your blogging. In addition to the lesson, samples and tasks, Darren also includes a Notes section; this section typically includes more tips, other examples – - generally a place for more detailed information about the day’s lesson. Would I recommend the 31 Days to a Better Blog Workbook? I found the daily lessons to be valuable resources for building my own blogs, improving my blog techniques, and crystalizing my brand. The Workbook closely followed the lessons, but in putting the Workbook together, Darren cleaned up the lessons, added new material (and bonus material) – - even adding 6,000 new words of content. I think the Workbook is well-worth the $19.95; if you have a blog and want more traffic, exposure, or readership, I believe the Workbook is invaluable. Darren is one of the most respected bloggers around, and when he tells you how to improve your traffic and readership, you know his advice is based on real-life experience, not theory. So, if driving traffic to your blog is your goal, pop over and pick up the Workbook today. I suggest printing it out, getting it bound, or putting it in a 3-ring binder.  But don’t stop there – - actually DO the tasks daily – - and I bet if you check your analytics on day 1 and your analytics on day 31 you’ll see an increase.  I’m tracking my own traffic through the month of June – and will post a report in 30 days.

I can unequivocally say that the benefits I received from this traffic-boosting course were worth far more than the cost of the course (and the course is very affordable).

Using what you learn in the course, in less than 3 months it can help you transform your hard earned experience into hordes of new prospects eager to discover what you offer . . . and eager to buy!

It leverages the viral, social nature of the web to multiply your efforts many times over. It provides a simple system you can use to attract prospects not only months but years into the future. And it supplies under-the-radar secrets that trigger a never-ending traffic torrent you could not turn off . . . even if you wanted to.

Yes, the course taught me tons of article template s, lessons on crafting great titles, and Rob’s “hidden secrets” for creating many products from a single article. Better yet, after a small business owner read one of my articles he e-mailed me to book my Kindle formatting service. Not a bad return from one articles.

If you’re serious about marketing your business or book, click the 90 Day Article Challenge link and watch Rob’s video. I think you’ll be just as impressed as I was.

Good luck with the course.

Here goes…

Today may be the day to:

* Put your entire collection of copywriting books up for sale
  on eBay
* Cancel your plans to attend that annual copywriting seminar
* Turn your stack of copywiting DVDs into drink coasters
* Clean your browser of every last copywriting blog, article,
  and site you’ve bookmarked over the years

Have I lost my mind, you ask?

Not at all.

It’s not what I’ve lost that makes me say these things, it’s what I’ve found.

It’s something I can only describe as the closest thing to a treasure map for copywriters I’ve ever seen.

Here’s the brief story behind what I’m talking about…

Derek  recently set out on a mission to learn everything about copywriting he possibly could.

He bought gobs of books, expensive training courses, DVDs, and even tore through the Web looking for anything he could find related to the art of copywriting.

In the process of his journey, he:

* Collected all the best copywriting tips, techniques and
  concepts
* Eliminated all the fluff
* Eliminated all the redundant stuff (there was a lot)

And, here’s the BIGGIE…

* Organized all he had learned and collected into one of
  the most unique and useful documents for learning
  the art of copywriting that you’ll likely see for a
  long time

I can say without a doubt that it’s unlike anything I’ve ever seen!

Derek calls it (appropriately), The Copywriter’s Brain.

It would be virtually impossible for me to try and describe here what it is and how it’s used.

Fortunately, Derek’s put together a short video tour inside The Copywriter’s Brain.

If copywriting is part of your business or livelihood, then you’ve GOT to check it out by clicking this link to view the video now.

I purchased The Copywriter’s Brain today – - and will write a full review in the next couple of days. I believe I own every piece of software Derek has ever written, and have never been disappointed.  More later.
 

As a major article writer and article marketing geek, I plunked down my $77 as fast as I could, and then took this baby out for a spin.

Am I happy with it?  You bet.

First, let me tell you WHY you want this

It you need content of any kind (articles, blogs, site, sales page) Answer Analyst will tell you exactly what your client/customer/consumer wants to know about what you do. (and this works even if you have an offline business)

For example, pretend you own a bricks and mortar “pest control” business and want to beef up your website with more relevant information so 1) your site will be found; and 2) you’ll get more customers.

. . . and now how it works

I entered “pest control” as a keyword phrase and within 3 seconds Answer Analyst popped out a whole list of questions, such as “is the landlord responsible for pest control”, and “what is biological pest control”.

But, as the Ginzu knife guy said, but wait, there’s more!

Highlight any of the answers being asked, click “Get Answers” and Answer Analyst surfs the net and pulls back information from other Websites about your topic. You can then save that info as part of your research, then write an article about it. At this point, not only do you know what info your customer wants, you have plenty of research material to write about it!

To Buy or Not to Buy?

I don’t know about you, but I’m constantly creating new content . . . not only for my own sites but for my clients as well. Having instant access to the questions people want answered about ANY TOPIC . . . and then having access to instant research is a no-brainer for me. I bought it this morning and it’s already saved me $250 of my own time in researching keywords and then researching the topics I need to write about. Probably the best $77 bucks I’ve spent.

Leo, the owner of the wildly popular ZenHabits blog, has written one of those classics that apply to both our business and personal lives. In brief, The Power of Less is a treatise on the small steps (see my blog post on the Kaizen way) we can take to simplify our lives and in the doing find far more joy and success than all of our manic behavior could produce.

The book begins with Leo’s own story of being an debt, overweight, smoking, workaholic who rarely saw his family. His life was chaotic and he never had time for the things and people he loves. (Sound familiar?) Then, he made the choice to simplify his life in small continuous ways; first he quit smoking by focusing all of his energy on that one goal.

Then, he attacked other goals, one at a time, like becoming a runner, eating healthier, starting a successful blog, and getting out of debt.

One by one the goals were met (and exceeded).  Leo has run two marathons, has doubled his income, became a vegetarian, decluttered his home, lost 45 pounds, and spends quality time with his family.  Today,  Leo’s blog  is one of the top 50 blogs in the world, with more than two million readers a month. If that doesn’t make you want to adopt his principles, nothing will!

The Six Principles of Simple Productivity
The Power of Less is divided into two sections; the first walks readers through the six principles of simple productivity:

1. Set limitations
2. Choose the essential
3. Simplify
4. Focus
5. Create habits
6. Start small

Part II details practical tips for implementing the six principles in key areas including e-mail, health, time management, filing, Internet, and decluttering your work space.

Simple Doesn’t Mean Easy
While the principles are simple, it doesn’t necessarily mean they’re easy to implement.  Anyone who has started a new habit (like a diet) knows that for sure. However, with small continuous improvement, the principles are achievable.

For example, Leo has weaned himself off e-mail to checking only twice a day. I probably check e-mail 100 times a day – - and just as a nutritionist wouldn’t ask us to cut out every unhealthy food in one day, they would encourage us to cut-back. For me, that would mean (first) KNOWING how many times a day I check e-mail, and then (second) cutting back a little, then a little more, and then a little more. Until I reach a point that e-mail doesn’t rule my existence.

The Principle of Choosing the Essential
While all of the principles serve as stepping stones to a life of more, the one that hangs me up the most is the principle of choosing the essential. And it’s a bugaboo that’s been with me life-long. As Leo says, once you know the essentials you’ll be in a position to eliminate the chaos of incoming information, commitments, and clutter.

Thankfully, the section on choosing the essential has a series of questions to help define what’s essential – and this is the section I’m currently re-reading – because it’s the most difficult for me. I know absolutely that once I have those essentials defined, the remaining principles will be far easier to integrate.

The reason this principle is so important to me is that in knowing the essentials, I’ll know which projects or tasks have the highest priority – because they’re the ones that will have the biggest impact on the essentials. For me, this is the key to having the life of what truly IS more.

Putting the Principles Into Action
As a life-long “clean desk” advocate, I was ahead of the game on the decluttering principle, but way behind on e-mail, Internet, commitments, and health.

Fortunately, simplifying these areas are a matter of making small continuous changes (the Kaizen way), instead of radical ones. For instance, one of the life issues discussed is making time for what we love. As a self-employed person, I get so caught in the flow of work that I forget what I really love.

However, once prompted by The Power of Less, I really thought about what I love – then I made a list, and one-by-one will begin implementing them in my life.(and being a true Kaizen-ista) will NOT try to take on all of them at once!)  By the way, my list includes learning to kayak, to play the harmonica, and hiking.

A Perfect Time for a Perfect Book
As I wander the Internet, I hear over and over the desire for simplification. The entrepreneurs I know have all hit the wall at the same time – - they’re on information overload, have massive (and unattainable) to-do lists, poor health, wretched time management, cluttered desks and minds, and no fun.

If ever there was a time for The Power of Less, it’s now.

The premise of Port’s newest book (written with Elizabeth Marshall) is that old sales tactics (cold calls, high pressure sales, door-to-door sales) no longer work. What does? Person-to-person interactions. Sound more early 19th century in philosophy than 21st? You’re right . . . and it works.

In my many years online (I got hooked back in 1986 with DOS-based Compuserve) – I’ve witnessed the evolution of business on the Internet: the dotcom boom to bust, the crunch of big business finally getting into online sales, mass e-mails, spam . . . basically, doing business as usual.

With the advent of social networks, the Internet is returning to more people-to-people interactions – - and this trend is reflected is how people want to be “sold”. Instead of “big business” pushiness, consumers want businesses to recognize that they are real people with real needs, who want to be treated as individuals, not part of a mass spam, high pressure, pushy sales techniques.

If your business sales are on the downslide, pick up a copy of The Contrarian Effect – and see if you can shake your sales out of the doldrums.