I Don't Like You Anymore

It’s one thing to create a Facebook Page for your business and attract subscribers. It’s another thing entirely, and much harder, to retain your subscribers and make social media productive for you.

I’ve been active on Facebook for about two and a half years. The main value to me is the ease with which I can keep up with my far-flung friends. But I have “Liked” numerous businesses, and I have done that for several reasons: (1) To receive news about the business, (2) To obtain special discounts, (3) Because their postings amuse me, and (4) To feel a part of the brand, by commenting and contributing postings. On several occasions, my Facebook interests have resulted in me actually making purchases based on personalized marketing displayed on my Facebook home page. That’s the Win-Win inherent in social media marketing.

What I DON’T LIKE is uninteresting, boring postings by businesses that are taking up space among posts by my friends. I have recently started to “Unlike” some of the businesses with which I connected months ago.

If you don’t want me (and others like me) to Unlike your business, here’s what you need to do:

• Communicate with us in a personal way that allows us to feel like insiders. We want to be “in the know” about your business.
• Allow us, your customers, to tell stories that enrich your brand.
• Ask for our input to influence your products.
• Engage us, by soliciting postings, comments, photos, etc.
• Be very responsive to our questions and needs. We need to know that there are real people behind the Facebook curtain!
• Don’t require me to compromise my security or share my friends info (which is not mine to share), in order to be eligible for contests or giveaways.
• Make our connection personal. For example, “Meet the people behind _________” (a product, a service).
• Post content I will be inclined to share with others, because it’s so interesting or funny or helpful.
• Educate and enlighten me. Don’t just try to spoon me corporate spin.
• Never, never, never put your postings on autopilot via a contracted service!

Revitalize your business’s Facebook activity, or I won’t Like you anymore.

Talkin' About a Revolution

Last Thursday, I attended a seminar in Chicago hosted by best-selling author Seth Godin (http://www.sethgodin.com/). My ticket was a generous gift from a long time friend and colleague. (Thanks, Carolyn.) The following is Mr. Godin’s teaser for his session:

You don’t need more data. What you might need, though, is a different way of seeing, an immersion in an alternative approach to:
     --creating work that matters
     --spreading ideas
     --interacting with people online

     --approaching the digital world with generosity

     --realizing that small things have more leverage than ever before

I am still processing what I heard in this session. I’m also reading Godin’s latest book, Linchpin. He is introducing very important thoughts about how we are in the midst of a revolution of work, original ideas, and emotional engagement. The call to arms is that in order to be indispensable in today’s business world, individuals need to “invent, lead (regardless of title), connect others, make things happen, and create order out of chaos” (from the dust cover of Linchpin). Otherwise, we are replaceable cogs in the machinery of an old fashioned organization. A scary and challenging perspective, no?

During the seminar, Godin made a comment I am paraphrasing here: “I can’t tell you how many people I am meeting, between the ages of 55 and 60, who have retired early and now say they want to do something creative – something that matters.” My mouth must have dropped open, because I felt he was speaking directly to me (although I won’t be 55 until next month…).

The only regret I have from my corporate career is that I played it a little too safe. I didn’t rock the boat often enough, challenge the status quo, argue with my boss when I knew he was wrong, or fight to implement my wildly creative ideas. This is an overly-harsh self-assessment; but I know I ratcheted back my performance to fit the mold that was in place. The result? I was successful – to a point. I achieved a position of some respect, was well-compensated, and able to retire early. The problem? The work I did rarely fed my soul or made a lasting difference. I left the company before the new wave of Ivy League-educated, private equity “cogs” decided who was dispensable. The writing was on the wall.

Are you indispensable? Have you unleashed your creativity to produce work that matters? Do you spread ideas, take risks, and engage with the digital world with a generous spirit?

Let’s get swept up in the revolution.

A Little Something Special

When you watch Olympic athletes, it’s amazing how often tenths or even hundredths of a second make the difference between winning gold, silver, or bronze. After years and years of training, the final result comes down to extra effort expertly applied at exactly the right moment. The same principle applies in business. Those that succeed know not only how to prepare to perform, but also how to deliver a little something special. That’s how they separate themselves from the pack. The “something special” isn’t necessarily a dramatic action. Often, little professional consistencies make the difference. Try these, and discover the long term benefit to your reputation and career: · Be on time – for work, meetings, everything – even if the office culture is tolerant of those who are late. · Dress just a little more professionally than the average person at your career level. · Prepare diligently for meetings you attend, and always contribute something. Offer ideas, raise issues, ask good questions for clarification. · Ask your boss how you can help them be more successful. You will most likely not be successful if your boss is always in the weeds. · Come to work every day as fresh and ready to rumble as possible. Those around you can tell who is engaged and who is only going through the motions. · Whenever you deliver a formal document for review by anyone else, be sure it is impeccable. It must be free of spelling and grammatical errors. The formatting of the document should be immaculate. · Always, always, always be thoughtful and professional in regard to what you send via email. · Understand the big picture and how what you do contributes to corporate strategies. · Stay completely beyond reproach in your use of company resources. · Show your appreciation for anything your boss or your company does for you. · Make an effort to continue to grow and learn, even if you have to do it on your own time, with your money. Extra effort is always recognized as a little something special. Be special and be successful.