Another Ode to Customer Service

Last week was my parents’ 50th wedding anniversary. Neither mom nor dad is a fan for big parties, so my sister and I opted, instead, to give them a big gift and a small family dinner at a favorite restaurant to celebrate.

Being very particular, mom and dad have their limited list of fav restaurants. Our first choice was a seafood spot they adore. Mid-market in price, the Maine Fish Market isn't (as my dad would say) "fancy", but the seafood is among the best in Connecticut. The caveat? They don't take reservations. Being in PR and having been a business editor for more than a decade, I scoffed: for a 50th anniversary dinner in honor of loyal customers, AND a party of 10 (including my almost 103-year-old aunt), they would surely make an exception and not make us sit in the bar for 2 hours on a Friday night! So, I called. My answer: "sorry, no reservations." I explained again. The response: "Nope."

My head ready to explode, I tried mom and dad's other favorite: a fabulous Italian spot in Hartford's South End: the First and Last, an independent that has been around since the 1930s. Like the Maine Fish Market, First and Last doesn't ordinarily take reservations. However, I told their lovely employee, Emma, the situation and, voila, we had a table reserved during their busy 7 p.m. Friday-night rush. Further, First and Last has an affiliate Italian bakery, so they prepared a made-to-order cake (dubbed by my 15-year-old, food-connoisseur nephew as “Perhaps the best cake I’ve ever eaten”) at the end of the meal.

I’m not going to tell you what the bill came to, but suffice it to say: significant. The Maine Fish Market? Well, they lost that business. However, much more important than that one big dinner (because, I’m certain, the Maine Fish Market didn’t notice our absence)… is, as always, word of mouth and personal reputation. I wouldn’t just not recommend the Maine Fish Market to anyone looking for a restaurant in the Hartford, Conn., area, I would actively DISCOURAGE it. As for First and Last, well, I (and the rest of my family) are huge fans (PS: if you are in Connecticut, go... and order the Cioppino. Amazing!). I expect not only future dinners, but probably a whole lot of bakery orders, as well.

The moral? QUALITY is not enough. Especially for independent businesses (and especially in this economy): service and flexibility are key. Those are the things that keep customers coming back. An establishment like the Maine Fish Market (est. 1986) might be enjoying 2-hour waiting lists on Friday and Saturday nights now, but when they disregard customer loyalty in favor of rigid rules? Well, let’s just say I wouldn’t expect them to EVER be celebrating a 70th anniversary like the First and Last did last year.

Rules are important, but when it comes to your best customers, service is more important. If you are a travel company with a set itinerary and price, think hard before refusing to re-price without airfare for someone who regularly travels with you. A jewelry firm that doesn’t like to change a gemstone in a design? Reconsider before refusing that service to your best customer. A PR firm that has a set retainer, but is approached by an up-and-comer with fabulous potential? Be careful before you turn them away. Remember: there are a million other businesses out there who will happily take your customers by bending rigid rules to accommodate and honor loyalty. Just ask the Maine Fish Market...

A Small Biz Doing Facebook Right

I hear some interesting things in my daily journeys. And, given the nature of my business, many of those are things that business owners tell me they have been advised to do by other consultants and PR/marketing agencies regarding social media marketing and publicity. The one I find most amusing (read: aggravating), and that I've, sadly, heard again and again: "don't start a Facebook fan page for your business; market yourself via your personal Facebook profile!" I bite my tongue, except to say: interesting promotional strategy... the social media equivalent of only talking about your wares to friends, relatives, neighbors, and others you already know, then wondering why your business isn't growing.

So, rather than go on about the wrong strategy, I offer up an example of the correct one... my client, Sonia B. Designs. If you aren't familiar with designer Sonia Bitton, she's the fabulous French designer and vibrant personality behind ShopNBC's Galerie de Bijoux. She also has her own e-commerce website for her fine jewelry collection. The manufacturer behind her collection approached me several months back, curious about social media but, like many (most?) small businesses, wary of both public relations agencies and, especially, the ROI on investing in an unknown like social media. So, we started with baby steps... first: a Facebook-specific plan (with a minor Twitter effort).

Sonia already had a personal Facebook page and, sure, she could have started talking up her jewelry to her "friends". Instead, we worked up a Facebook fan page. Elements of the page, content, strategy and outreach were strategically planned by Miamore Communications and Sonia B. Designs and executed prior to the launch. Flash forward six weeks to the present. Sonia B. Designs' Facebook fan page now has 150+ fans... Not, I should add, fans who joined because they are related to the designer, or are friends/business associates invited from Sonia's personal profile. These are true FANS (from whom the company has already derived a number of sales).

To visit her fan page is to witness:

• Discussion among strangers (bound only by their love of Sonia's jewelry) about which hoop earrings to buy.
• Photos posted by fans of their favorite Sonia B. Designs jewels.
• Personal engagement between the designer and her customers. (Initially wary, Sonia now loves the interaction... and, clearly, so do her fans!)

Now (a note to those thinking their personal page is a way to promote businesses), Google search Sonia B. Designs and what do you find? Sonia's Facebook fan page comes up as the 3rd listing... inviting all the world to become fans and, ultimately, growing the designer's outreach and recognition.

There are many exciting additional features still to come on the Sonia B. Designs Facebook page, but, to those who question how a proper social media outreach works, or wonder how I work with clients to help them launch a successful campaign, I'm proud to offer up this awesome how-to example.

What Happened to Good, Old-Fashioned Communication? It Got an Upgrade...

I have a friend who is decidedly anti-social media. As a corporate lawyer, he doesn't see much use for the likes of Facebook and Twitter in his career. But, further, he's fond of saying: why does a business need these things? What ever happened to the telephone and good old-fashioned personal communication?

I understand that mentality. Little more than a year ago I was a magazine editor in an insular industry and I couldn't wrap my head around "social media", especially Twitter. How things have changed in a year... Both for myself and for the entire "social media" realm. According to August statistics for Facebook alone:

• More than 250 million active users
• More than 120 million users log on to Facebook at least once each day
• More than two-thirds of Facebook users are beyond college
• The fastest growing demographic is those 35 years old and older
• Average user has 120 friends on the site
• More than 5 billion minutes are spent on Facebook each day (worldwide)
• More than 30 million users update their statuses at least once each day
• More than 8 million users become fans of Pages each day

I am (clearly) now among the converted, as social media marketing and PR efforts have become a major focus of my business at Miamore Communications.

To answer said friend's doubts, I offer up a new Miamore client—an acquaintance from a million (or 10) years ago. We became FB friends through the natural course of social media's viral growth (more scientifically: friends of friends of friends); then she became a Miamore fan. Flash forward two months and here we are, about to start working together. Neither of us probably would have thought of each other again ever if not for social media, much less pick up the phone to reconnect.

And, that's a perfect example of what I always tell clients (especially those who don't quite understand how “social media” is valuable to their businesses): This, in essence, isn't a "new" way of reaching clients. It is the old way, with a new-fangled twist. It is, quite simply, the next generation of word of mouth (here's a great article on that topic). For B2Bs, I equate it to being able to network at an industry trade show event every single day, instead of only twice a year. No longer do you have to buy ads to reach your audience year-round (same for B2Cs), you can, instead, log on to a social network and connect with them directly (much to the chagrin of ad reps and traditional PR people).

Personally, from my own business experiences and the successes of my clients, I am completely confident in saying that social media has changed the nature of business communication forever. And, contrary to a FB post I recently saw, wondering if growing sales via social media was a "trend", I answer: notsomuch… at least not in the colloquial sense. Because as those like me with a fashion background know, things we call “trends” come and go. So, as we witness magazines and newspapers--those vehicles of traditional PR and advertising brand spin--wither and, (sadly) die in increasing numbers; marketing, public relations, brand growth and sales via social media is not so much a trend as an evolution in business. This is the future and, in my opinion, the only way businesses (especially small businesses) will survive moving forward.

Social Media: One Size Does NOT Fit All

I received two Facebook friend requests this week from people I didn't know. I had at least a dozen common friends with each person, however, so I accepted both. Flash forward a couple days (or, for one of them, three hours) and they are but a friend memory.

First was a woman I'll call Ms. RT, because she updated her Facebook profile umpteen times a day, clearly using tools that simply posted Tweets to Facebook. After a day of "RT @Joe Schmoe..." posts, I ended my friendship with her. If I want to read Re-Tweets, or learn about Joe Schmoe, for that matter, I'll catch up with y'all on Twitter, thankyouverymuch.

Second was a guy I'll call Mr. Confusing, because he littered my Facebook newsfeed with posts on (true story!): social media, technology, emerging financial markets, rock bands, and the water crisis (among others). I'm guessing Mr Confusing was somehow trying to promote his expertise or his business. For that, I applaud him. But, for using a personal page to actively request my "friendship" in an effort to promote his business... when I don't even know him (annoying enough coming from those I DO know), well, Mr. Confusing and I parted ways within a few hours.

My point: social media is not a one-size-fits-all world. Ms. RT's automatic posting of tweets to Facebook felt like someone sending me a letter addressed "Dear PR Person" because she couldn't bother to personalize it. And, Mr. Confusing's business stuff might have actually caught my eye on Twitter, whereas it was inappropriate and aggravating on the feed of my personal Facebook page.

Different social media tools have different applications and each serves a specific purpose. If you utilize them all properly, you can expand your circle and grow your business. If you plow on blindly and use them incorrectly, you may lose "friend"ships (and possible business relationships/opportunities) before they even begin.

If you are a do-it-yourself-er, there are some great tools out there to educate you (I recommend mashable, for one; or search #smm on twitter for a variety of info and tips); if you need more help, give Miamore a shout (or an email, or a Facebook message, or a Tweet...!)

A Social Media PR Expert. Is There Any Such Thing?

I've had several conversations this week that lead me to this post... and it is inspired, in part, by one of my favorite commentaries on the subject (here), which I read months ago as I was researching and delving into the idea of marketing and public relations via social media (and which is always in the back of my mind).

So, the question: What is a social media PR/marketing "expert"? And, when this communication medium is still so unknown, how does any small business gauge whether a PR consultant (many of whom can spew babble on cue, regardless of their actual knowledge) can help them engage customers and succeed in a PR and marketing environment that is evolving, quicker than we thought imaginable, into a social media-focused world?

I encounter a lot of skepticism in my day-to-day comings and goings. I talk about Miamore Communications' services, emphasizing social media promotions, and see many a raised eyebrow and glassy eye. And, honestly, I run a small business, too, so I completely understand. I also encounter my fair share of "social media" babble in both the real world and via mediums like Facebook. Everyone is scrambling to emerge as an expert. But who really is?

Granted, I'm one of those people touting social media marketing and public relations expertise. But (and PR folks may see this as a detriment to my business, but I see it as a bonus): my background is that of a journalist. Meaning: the facts, honesty and transparency are key to me personally, and, thus, to my agency. So, if you are pondering who to hire for social media expertise, I offer my own services but, first, I offer these key pieces of advice. They may lead you to work with Miamore Communications, or they may lead you to another consultant. Either way, I've succeeded if they lead you on whichever path you choose INFORMED. My advice:

1) Understand the difference between "traditional" expertise (ie, PR 1.0) vs social media expertise. In the words of one of the foremost experts on the subject: "the business of PR IS in a state of paramount crisis". And (in my words): traditional PR and marketing folks are in fight or flight mode in an effort to survive. So, if you're seeking out knowledge, first know the difference between traditional PR and P.R. 2.0 (more here)

2) Frankly, there's reason why PR/marketing folks are known as "spin doctors". My point: trust no one at their word.

3) Check out that earlier link (here) for tips on vetting candidates.

4) Ask for references. Not references to speak to a candidate's qualifications in the old PR or marketing world, but references who can speak to someone's skill at social media promotion.

Finally, and, to me, MOST importantly:

4) Investigate how the candidate is operating their OWN business in the social media realm.

Number 4 is the clincher for me. Any 4th grader who spends 20 minutes researching social media can come up with and throw around the word: "engage". So, digging a little deeper, I'm astounded by those PR & marketing people who promote themselves (and, worse, are being PROMOTED by groups, industries, etc.) as social media experts, yet have (and these are key):

a) No blog for their own company

b) A blog so stagnant it is growing mold

c) No Facebook fan page (or a page that growing the same mold as its blog)

d) A personal Facebook page that promotes their business (a MAJOR violation that can lead to them being shut down by Facebook and, logically, to your business being shut down if you are following their advice)

e) No Twitter presence

f) A blank stare when you mention Digg, Stumbleupon, Technorati, etc.

Fundamentally, if a PR/marketing person is telling you they are a "social media" expert, check their credentials in that specific area. Any publicist can talk the talk. But when you are a small business spending valuable dollars on promotion, forget what they did in the past; make sure they can walk the walk and lead you on that stroll into the future.

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.

Is Your Social Media Strategy Looking as Abandoned as My Lawn?

As I drove up my long driveway this evening and winced, I realized that many companies’ social media marketing strategies remind me of my lawn. (What? you ask? Let me explain…)

I have a relatively large front yard, and friends keep telling me I should just hire a lawn service. My thought: sure, I’m very busy, but c’mon, I can mow my own lawn, for heavens sake! I think it’s my dad’s voice screaming in my head: “Why would I pay someone to do what I am fully capable of doing myself?” It is a sentiment to which any child of a military man or any small business owner can relate.

The result of that thinking? Well… let’s just say I’m laying low, as I’m sure my neighbors (rightfully) roll their eyes at the eye-sore of a meadow my yard has become because I simply have not had time to address it. Sort of like the eye roll I (and customers) experience when I see the blogs (or Facebook or Twitter accounts) of companies who asked for advice from a consultant or, perhaps, read a few articles, then said: “for heaven’s sake! I can do that myself!”

Of course they can! Just like I can mow my own lawn. But, do they have time to do it properly? Or are they announcing their social media presence to the world with great enthusiasm, then getting caught up in the more important tasks of their day-to-day business and letting their P.R./marketing efforts go to pasture? Too often, the latter. Leaving an abandoned Facebook fan page or a blog that hasn’t been updated in several weeks… meaning they are not only forgotten but, in this age of instant-information and constant communications, perhaps also have lost some credibility with their fans or followers.

Not. Good.

If you can’t stay abreast of social media or your public relations outreach, and you won’t get help to assist you in doing so, then my best advice is to avoid it altogether. Not a wise business strategy, given the increasingly competitive marketplace and the importance of having a social media presence to communicate with discerning consumers, but much wiser than appearing lazy or inattentive. Of course, those perceptions are clearly not true, as small business owners have roughly a gazillion things to address daily. But, well: appearances are everything.

So, lest you think I’m judging, I will openly admit that I’ve neither hired a lawn service nor hauled the mower out of the shed, as I still convince myself that “I can do it!” (to the chagrin of my poor neighbors). Business, however, is business. So, were I trying to interest buyers in an effort to sell my house? Well, then, let’s just say I’d have the lawn service on speed dial. Because paying to communicate a good impression is far less expensive than trying to erase a bad one.