Social media and business 101: Personal is never truly personal

Perhaps, as a Gen Y-er, I can chalk it up to having been technologically spoiled since the age of sixteen. From my earliest memories, technology was always at my disposal, assisting me in areas where I never really needed to develop the skills that countless generations before me relied on (To put it in perspective, I only passed my driving test thanks to a rear-view monitor). Thanks to technology: I know when the roads are closed; how the next 15 miles of traffic will impact my travels; when storms are coming, when a dollar exits my bank account, and the moment my or a client’s name appears online.

Within the last month, though, I’ve encountered more than one situation that reminded me that technology is wonderful but, when it comes to business, is only as good as gut instinct.

I will preface my first example by saying that I (in case I haven’t made it obvious) pride myself on my professionalism. A bold statement, yes, but one that I’ve lived by all my life. I’m notoriously over-dressed, over-prepared, over-packed, and over-resourceful. Most people keep a first aid kit in their glove compartment. I, however, keep an emergency bow-tie, just in case of a formal emergency (yes, they do happen). Having said that, you can probably assume that Halloween wouldn’t be one of my favorite holidays. Just because I don’t personally like appearing in costume, doesn’t mean I’m not entertained by them, in fact—quite the opposite applies. Unfortunately for me, though, the entertainment factor of a tongue-in-cheek costume (and resulting photo of me with the person in said costume) did not make for a well-received addition to my personal Facebook page.

 'So what’s the fuss about? It was your personal page, and its not like it was YOU?'

Personal? More like semi-private. Upon further examination of the post, I realized that people I wasn’t even friends with had seen and liked it, despite my privacy settings. How? Because they subscribe to my public updates. Further, while I--like many in a small business setting--attempt to keep personal and professional separate on Facebook, the lines always blur. In discussing this matter with Carrie, she framed this example perfectly: “Josh: you are NOT a nameless, faceless cog in some big corporate machine; You are a high level employee at a small firm with national presence.” Quite possibly the best argumentative point I’ve ever heard.

Underscoring the lesson of this very personal experience are recent high-profile examples of the damage that can be caused by professionals thinking emails, tweets and status updates are "personal"; or, worse, professionals not thinking about the bigger picture when posting something online. Take, for example, Hurricane Sandy. While this superstorm paralyzed the northeast, taking not only homes and businesses--but also lives... companies like Gap Inc. took it as an opportunity to tweet to encourage online shopping with the 'spare time' the storm afforded its victims.  Needless to say, the backlash was tremendous.

So what if you are a cog in a major corporate machine? Does this make you exempt from following the rules of social media etiquette? Absolutely not. In fact, the stakes are higher. While in a smaller company, a good working rapport with your superior means that he/she will, in most cases, understand that your social media post was made in good humor and work with you to correct it. However, if a tweet or post could even have a whiff of being in poor taste, chances are, it is, and could result in the termination of your employment.

The moral of the story? Know your audience, and never forget that your social audience--regardless of your so-called safeguards--also consists of your coworkers, superiors, and clients. Remember: words are the new 'sticks and stones'; 'everything you say, share, post or photograph can and will be held against you'.

The prosecution rests, your Honor.

Blogging 101

Blog...B-L-O-G; this four letter word can instill so much dread in business owners navigating the ever-changing interactive world. But a blog need not be intimidating. So, inspired by several small luxury firms who recently told us they still don’t quite understand… here’s our back-to-basics how-to for those still wary of blogging.

First, decide how to host the blog. Using a web-based tool like Blogger or Wordpress is free and simple (and will at least get you started), while hosting the blog on your own website has significant Search Engine Optimization benefits (There’s a joke in the digital world that BLOG stands for... Better Listing On Google). Simple explanation: because you regularly update a blog, and since new content registers with search engines, a regularly hosted blog on your site will help with your SEO.

Second, choose your blogging platform. Wordpress is the darling for its flexibility (best to use if you’re hosting the blog on your site). But there are Blogger, Live Journal, Type Pad and a host of others. This part is really a matter of trying each and seeing which platform you prefer. We personally love using Blogger. While we’re losing out on the SEO benefits, it is very convenient for Miamore Communications because, first: Blogger is Google’s blogging platform and we utilize Google quite a bit. Also, posting is a breeze. After you select a blogging template and personalize it, it is very intuitive, with easy-to-find iconsicons, which allow you to enter links, videos, and pictures.

Third, understand why you are blogging and how a business can best utilize a blog. A perfect illustration: Luxury super store Neiman Marcus recently created its NMDaily Blog, which serves as an informational source to its dedicated customers. With interviews from top designers, pictures from various fashion events, make-up tutorials and Q&As, NMDaily creates a sense of community for Neiman's shoppers. Another benefit to this blog is that it grows the Neiman Marcus brand in the interactive community--readers of the site can "like," "tweet," email and share posts with their friends and family... making them not just shoppers, but individual brand ambassadors. You couldn't pay for this type of advertising! How does a smaller firm similarly utilize blogging? By simply putting an idea out on your blog, or maybe an image with a short and concise caption, you are inviting your consumers into the world of your brand, a world they can identify and feel at "home" with… one to which they develop loyalty. A blog allows not only great exposure for a brand; it also allows you immediate feedback.

Sound great? It is. But, the top thing to consider when starting a blog is the commitment it requires. Blogs are about writing—in order to be effective; research, editing, and writing must go in to each post to make it a quality read. With that said, it's difficult for many businesses to maintain regular postings. Keeping up an actual blog is a serious commitment: either the dedicated time from you or an employee, or financial resources to outsource the work.

If you are still a little uncertain, our best suggestion is to register on Blogger and/or Wordpress, set up a free account and poke around. Also, check out other successful blogs in your business category. Meanwhile, feel free to ask us any questions. We are here to help!

PR Rules of Engagement 101: Be a Resource, Not a Vandal

A great way to get your name out there among potential customers is to become an active contributor on well-read news sites or blogs that address your niche, and in popular social media “gathering places” (i.e., Twitter or Facebook pages) for your target audience.

This P.R./social media marketing tactic has a clear goal: to build your credibility, generate interest in your business, and establish yourself or your brand as an expert in a specific field. It can be an enormously successful way to promote yourself. It also requires some rules of engagement… the emphasis on engage. Success lies in being credible and engaging, not a promotional hijacker.

An acquaintance of mine, let’s call him Henry, recently complained to me that a comment he’d posted online, in response to an article written about a competitor, had been deleted by the author. Curious, I asked for details… and soon realized that Henry, a lovely person and bright businessman, was also a social media vandal.

The story: Henry had a similar product and perhaps even greater knowledge of the subject than the business profiled in this article, so he jumped in with a “comment,” which is exactly (he complained) what I advise, and what I practice as the spokesperson for Miamore Communications. When he went back to check the post again, he was unpleasantly surprised to see it gone. Me? I wasn’t surprised at all. Henry, you see, had (anonymously) posted something to the effect of “Henry has even more/better stuff. Check it out!” Which I can only describe as, roughly, the equivalent of taking spray paint in the dark of night and writing his company’s name on the wall of his competitor’s store.

Still miffed and perplexed, Henry asked me how his action differed from Miamore's comments on various news sites and blog in my field. My answer: I comment when I can add value to a story or a post by sharing, for example, an experience or research on the topic being discussed. Because the same rules apply online as in a face-to-face setting. That's a pretty basic principle but (I've realized from various conversations with social media newbies), one oft-overlooked by those unaccustomed to this promotional strategy, and emboldened by the anonymity of sitting alone in front of a computer.

My advice to any businessperson in that category: the next time you read something online and think to yourself: “well, I know that subject better than they do,” seize the opportunity and comment! But, before you type, imagine you are in an auditorium filled with your peers, and the person who wrote (or is written about) in the story is standing at the podium taking questions. You wouldn’t crouch down and yell “Do business with me! My company is better than his! I know more than he does!” Instead, you would state your name and share your expertise via a well-crafted question or comment. Essentially, you would be polite, think before your speak, and take advantage of a golden opportunity to enhance your credibility before your community.

In a nutshell, please remember: the online or social media community may be a “new” world, but it runs by the same old rules of etiquette as the real world.