Social Media Marketing – The show about nothing?

Social Media Marketing – The show about nothing?

Seinfeld fans (and who isn’t?) will remember Jerry and George pitching a “Show about nothing” to network execs. What few know is that this was another case of the show mirroring real life as Jerry Seinfeld and actor/director Larry David actually did pitch the show Seinfeld as a “Show about nothing” to NBC execs.

Lately in my own musings, I started to wonder if many so-called Social Media marketers, mavericks, and mavens, were not in fact “pitching a show about nothing”.

He is, to the simplest degree, what a SM marketer does – tell businesses that people are having conversations (gosh!), sometimes even about their products (oh my!), and that perhaps they should take part in said conversations, or at the very least, listen in.

It’s a bit like telling a CEO that his employees are having conversations around the water cooler, and that he should listen in to hear what people are saying about him (or her – I believe in gender equality, female bosses have the right to be just an snoopy as male bosses!) Not exactly earth-shattering stuff! And yet there is so much hype about it right now that every other person you find on Twitter nowadays calls him or herself some king of Social Media Guru.

The more I thought about it, the less sense it made to me.

Don’t get me wrong. I believe there is tremendous value in Social Media, even business value. After all, no one is going to argue that listening to your clients is a bad thing! BUT!!! (There is always a “but” around, isn’t there?) as any SM marketing specialists will tell you, ROI (return on investment) is notoriously difficult to measure. In layman’s terms, it’s hard to tell if you are getting any bang for your buck. (Some wanna-be are actually counting on this since it means they can make a quick buck without having to supply and proof of the value of their work).

Sure, everyone talks about the companies who have run afoul of SM because they ignored it. Remember the Kryptonite bike lock video on Youtube? It almost sank the company. I won’t even bother supplying a link. A quick search on Youtube will generate dozens of versions and of imitators. But beyond that, what is truest value to all of this?

Now, before I get flammed, let me state that I am not throwing all SM marketers into the same pot. There are a lot of talented individuals out there doing great work and providing tremendous services well worth the investment. So how do you seperate the cream from the skim milk? How do you tell the the good from the bad and the ugly?

I am putting the question out there. What advice would you give to an SM virgin, on how to choose a SM marketer that is going to give them value for the time and resources they are going to invest in this venture?

So many passwords, so little mind!

Trick : How to create passwords you can remember at will.

So, you now have a Google account, a Facebook account, two online banking accounts, an account for your city taxes, a Flickr account, a Yahoo Messenger account, a Skype account, and two blogs (one for you and one for your budgie). And this is just the tip of the iceberg! You are crumbling under an increasing pile of passwords! So what do you do? You write them down, usually on a piece of paper or worse, on a sticky that you leave in your workspace. (Tech support guys will tell you they can usually find a user’s password written somewhere in their office in under 10 mins.)

P.S. If your LCD is covered in post-its with your different passwords to the point where it looks like a giant sunflower, we need to have a talk!

Of course, you could just use the same password for every application, but then, if someone cracks your password, they have access to your whole life online!

OpenID and similar “decentralized user identification standards” are coming along slowly (some say inevitably) but then again, some of the same concerns as before arise.

So what is the solution?

Enter the LPEM, The Lemay Password Encryption Method.

I named it after myself because…well, because I came up with it, and because LPEM backwards spells MEPL which sounds funny when you say it, like someone pronouncing “maple” with a Monthy Pythonesquely bad French accent.

The LPEM will allow you to create unique, secure passwords for nearly every account you have. And yet, you will be able to remember each one with ease!

How does it work? Glad you asked!

The trick is to use the ancient and venerable science of cryptography. Cryptography, according to Wikipedia, “…is the practice and study of hiding information”. Basically, you are going to use a cipher to create your passwords. A cipher is an encryption algorithm - in layman’s terms, a series of well-defined steps that can be followed as a procedure and that will produce a coded piece of text.

Since only you will know your cipher, only you can decipher your passwords.

Don’t worry; it is actually much simpler than it sounds!

Let’s start by looking at the basic password best practices:
- Eight or more characters
- Use Uppercase and lowercase letters
- Use numbers
- Use alphanumeric characters and include special characters, where supported by the operating system.

Keeping these in mind, we are going to build a custom password algorithm for your accounts.

Here is an example of a basic password algorithm for say…yahoo (mail)

1- Take first and last letter of site (y and o), always in CAPS
2- Add the word “mail” (for an email account, you could choose something else that you will remember, or even a random word)
3- Replace the L by an exclamation mark !
4- Add a number at the end of significance (so you will remember it) but not directly related to you. E.g. number of years to retirement (18)

So our password for yahoo mail would become: YOmai!18
Your password for hotmail would be: HLmai!18
Your password for Gmail would be: GLmai!18
And so on and so forth.

Here is another more generic example,

1- First and second letters in caps
2- Your salary rounded to two digits (i.e. 52)
3- Last two letters, never in caps
4- Two odd characters

So if I want to create a password for Twitter, it becomes
1- TW
2- 52
3- er
4- ;)
So my Twitter password is: TW52er;)

My Facebook password would be FA52ok;)

Ta daa! You can now create as many passwords as you want and remember them with ease.

Feel free to Tweet this post or even to re-post. I just ask that you give me credit for the idea.

To add an extra layer of security, change your system on a regular basis. I change mine every 2-3 months.

Promote Your Book Online the Offline Way – Part 2: The Virtual Book Tour

This is part 2 of a series of articles exploring new ways to promote your book or ebook using traditional venues adapted to the digital world. In part one, we explored adapting the use of publishing magazines articles to promote an upcoming or published book. In part 2, we look at another great classic of the publishing industry: The book tour.

Ah, the book tour. Aspiring writers dream about it. Seasoned writers often dread it (nothing is more ego-deflating that waiting for hours at an empty table while people walk by pretending not to see you). So why bother?

Well, although the book tour may seem dated in today's digital world, it is still a staple of the book publishing industry. Perhaps because it offers potential clients some of what Social Media excels at: a chance to interact with the author.

This allows them to put a human face to the book and to establish a connection – on a certain (if somewhat superficial) level – with the author. This connection creates an attachment to the author and although I have no data to back this up, I would advance that this attachment pays dividends down the line. People who have met an author are more likely to recommend the book to their friends and family (generating buzz) and to buy future books from the same author.

So how do we modernize the book tour to make it relevant to the digital age? Well, the beauty is that you can promote your book across the planet without incurring a dime in travel expenses.

In simple terms, this is how it would work: You will tour different sites/blogs and offer to answer comments/questions during a set period of time.

Now, if you search on the internet, you will find different variations and definitions of what a virtual book tour is. For some, it is simply having a presence on varying sites. Others equate it to guest blogging. These all lack, in my humble opinion, the key ingredient witch is the interaction aspect.

Here are some handy steps you may want to consider to make your tour more successful and productive:

• First, if you have a publisher, let him know what you are planning to do. This is free publicity to them. They may even be willing to help by pitching in some $ for online advertizing and link to your blog from their main site

• If you don’t have a publisher (if this is an ebook for example) or if your publisher is not interested in helping, then find some sponsors – sites willing to highlight your book tour on their sites and to follow you on your tour (i.e. link to whichever site you are touring on at a given moment)

• Get some early reviews.
  -Send out your book to potential influencers in the subject your book is on and ask for reviews or comments.
  -Always be very polite and somewhat humble, especially if you are not already a star in that particular field.
  -Make sure to ask if you can quote them.
  Let them know about the book tour (they may want to help or even sponsor your tour).

• Approach websites and blogs and pitch your book took to them.
  -Highlight the advantages to them (free content, visitor engagement, links to their site from your sponsors)
  -Highlight what you have done so far, if anything, to promote the book (include distribution stats, copies sold, links to online reviews or celebrities/experts who have supplied review/comments on your book)
  -Explain the process (how it will work, the duration of the tour, etc)
  -Use some of the tactics from Part 1 to make your offer more interesting

• Put up a calendar of your “appearances” on your own site or blog. Allow enough time at each site so that a cross section of the site’s visitors can interact. Set up specific times (example, between 7:00 pm to 9:pm EST, December 15 to December 20) when you will be online responding to comments/questions. This is where you make connections

• Prepare a blurb with links to you book tour that you can post on the social networking site where you already have a presence (Facebook, MySpace, LinkedIn, etc). Be cautious, the line is fine between alerting your friends to your tour and spamming (and alienating) all of your connections.

• Prepare material in advance for each “appearance”
  -A list of interesting sites that complement your subject
  -A list of experts that support your position
  -A list of any reviews you have gotten from the requests you sent out or from sites like Amazon
  -A blurb that describes the event (You are touring to promote your new book – Social Media for pets ) and that includes a link to where the participants can purchase the book
  -Short blurbs on different topics that you can post intermittently to invite visitors to comment or ask questions

• Get a friend or to drop by one the day of your appearances in case no one asks any questions. You can supply them with the broad picture of what you would like to accomplish but don’t “plant” questions. This is meant as a measure to stimulate engagement in the event of a lull in the conversation – don’t try to fool visitors by creating a bunch of fake and obvious interaction. Fake always stinks and makes you look bad. People have to deal with too much that is fake already; they are searching for something genuine in their interactions with you.

A word of caution!
Virtual book tour services and book marketing experts are popping up all over the place. Many of these services charge thousands of dollars for what is essentially just getting you a few guest blog posts. If you do elect to go with one of these services, check them out thoroughly first. Ask for references and make them specify exactly what you can expect them to do to promote your book.

Some pioneers of virtual book tours:
-Angie Pedersen for her book The Book of US: A Guide to Scrapbooking about Relationships
-Rolf Potts – Marco polo didn’t go there
-Post2Post: A Virtual Book Tour of Jack’s Notebook

Interesting resources on the web:
BookTour – Where authors and audiences meet

And of course…
Promote Your Book Online the Offline Way – Part 1

If you have anything to add, any suggestions for your fellow writers, please add them in the comments!