I learned how to drive 36 million pageviews to web properties through social media platforms by employing three levels of adoption. The Social Trinity is the foundation of a social media policy that allows you to use communication tools on digital networks for the purpose of building your own community. Once you gain an understanding of the true value of each contact feature on a digital network, you can adapt the use of social platforms, formulate your social media strategy, and communicate with your target communities and to make them part of your own community.

The Social Trinity

1. Identify all points of exposure for your digital assets.
2. Identify all points of private contact.
3. Study popular sections and past successful campaigns launched on the digital network.

For instance on Twitter, a point of exposure can be an @reply, hashtag, comment on a wall, link to external website over which you have control. Points have exposure leave your footprint on an action performed on a social network. When you @reply a person your conversation exchange is viewed by everybody who follows you and that person and people who find your conversation through a search engine query. Naturally, the more you @reply people the more you are exposed to their followings. Similarly, on Digg when you vote for content, you leave a link pointing back to your profile; thus the the more you Digg the more exposure you receive to your digital asset on Digg – your profile.

Points of private contact will allow you to work out collaborative arrangements with other users of the platform. Peripherally, you should also learn how the culture on the digital network shapes the way private means of contact are used. I know of many people with large followings that typically ignore direct messages; an alternative way of contact would be to follow the link in a Twitter user’s profile to load up a person’s blog or other website that may have an email or other point of contact to which a person may pay more attention. Some people more frequently use the Facebook private messaging system.

Some platforms have popular sections such as the Digg front page and Twitter trending topics. You could study these popular submissions and adapt your submissions to cater to the community members’ interests. When popular entries are hard to find, google terms such as ‘twitter case study’ or ‘[social network]‘ + ‘case study’ or ‘[popular tactic]‘ like ‘contests, sweepstakes, viral campaigns.’ Once you learn of popular and successful campaigns you can try a similar campaign adapted to cater to your target community; you use your points of exposure and points of private contact to communicate with other people on the platform required to execute your campaign.

Neal Rodriguez discusses social media marketing tactics he has executed to meet his and his clients’ business objectives on nealrodriguez.com. Subscribe to Neal’s feed to stay abreast of his updates.

Chris Brogan talks to SAS about mistakes marketers make such as not getting to know people before marketing to them.

Why Businesses Should Create a Partnership with Social Media

You are not alone if you are confused by the overwhelming social media take over. Many businesses feel like they are being held hostage by the variety of networks that are integrated into their news, spoken word and old-fashioned inbox. It being 2010, it is time to jump aboard the Social Media train and collaborate with the communication revolution.

Social media has become an important key player in the way we live our lives. For most, it is about Tweeting in the morning instead of reading the comic section in the newspaper, or about updating their Facebook status to ask their friends what they should even have to eat. It is a constant stream of input, crowd sourcing and connectivity that is unlike anything before its time.

People have demanded a faster way to meet others and to have a homeroom that incorporates people they knew or know as well. It is about sharing moments that would have been left unsaid, about being a fly on the wall from reading other peoples walls, literally.

Social Media is a town hall meeting that never ends. People get to voice their thoughts and receive instant feedback. They also get to find other like-minded people and have the influence to begin trending topics and form pages dedicated to animals, businesses, and people. It gives a comfort that there are more people out there like them and so people attach themselves to a particular social network they feel as though they fit in the most.

This is why it has become a necessity to begin a partnership between your business and Social Media. First and foremost, it is where the people are. Secondly, it is where your competition is and thirdly, it is where you’re company’s future lies.

Whether you decide that now is the time to get on board with social media or not, you must realize that in order for your business to remain successful, there will be a time in which you will have to decide. Television and Radio are not going to disappear; however, they have become secondary to the power of social networks. Why is that? It is due to the ability to share with others instead of shoving something in someone’s sight. Advertisements are still valid and don’t see a forth coming end in sight, although their effectiveness may have dimmed. People have made it clear that they want a dialogue and to have questions or inquiries answered in a reasonable amount of time.

With that said, there still lies confusion on how to use social media for business and even harder to take the sell out of the salesman. Even if you begin to use social media for your business, keep in mind, there is a right and wrong way of using it to your advantage. As difficult as it may seem at first glance, it really comes down to two things, using common sense and displaying credibility.

Making Sense of Social Media

The best way to communicate with potential buyers is to first ask yourself how you would like to be spoken to. After evaluating the answer, I am sure your conclusion does not resolve into long links of inventory…right? Instead, I am sure you would rather be acknowledged as a human being, perhaps wished upon you a good day, a knowledgeable article about the products of the company you have interest in or even an incentive to entice you to not only become a fan but to want to share with your friends the great business you have joined. It truly is that simple. It is about switching off the sales pitch and turning on a smile. Customer service has always led to customer satisfaction and this is where your social media success will begin.

Social media is not about setting up links and wishing for the best, or getting to it when you can; it is about integrating this medium into your business as a partnership, until then it won’t make sense. You need to come up with a Social media plan that incorporates your employee’s time, social abilities and then unleash them onto your social networks. You need to keep current and relevant information at the finger tips of your acquired fans and earn their respect by sharing the people within the business. The fans will readily have your contact information within the page so they don’t need a constant stream of what there is to be purchased, unless you come up with a clever or creative way to share it.

Your business’s social networks need to be implemented into your business meetings and daily routine in order to keep on top of them and not letting them go to the waste side. As time consuming as it may sound it is crucial to building an online community that will have the possibilities of turning into leads.

What the heck is Socialbility?

It may surprise you to know that by being social, and dividing up fun facts, informative articles, community events and employee activities will be what earns your business’s credibility. People like businesses that show a good mood within their text and by keeping their page actively enjoyable more so than sharing what is on sale or what new product they have. Yes, those are important too, but not if that is all you have to offer. Be social and credibility will evolve, hence socialbility. Don’t hide behind your business, in social media; it is like hiding behind a window, your fans will see right through you.

Your presentation is of importance as well so be creative with what you are allocated and to use URL Shortner’s to keep your site looking clean and fresh. If you stick to the two words in Social Media by being friendly and sharing content that is in a variety of formats, you will make sense to your fans and earn sociability in no time.

Erin Ryan has a passion for Social Media and is currently working within the industry as a Social Media Specialist. Contact Erin on Twitter @4u2wear2

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Read more on this social media blog.

Those who have embraced social media have, for the most part, truly embraced it.

Those who haven’t, haven’t.

This great video by timetogetsocial gives an “in your face” version of reasons to care about social media as a business. Watch the video and then see the transcript of the reasons after the jump.

Here is a breakdown of the reasons listed in the video:

1. Social media is now the number one online activity, beating porn and personal email to the top spot.

2. Because 2/3 of the global Internet population visit social networks.

3. Because time spent on social networks is growing at 3X the overall Internet rate, accounting for 10% of all Internet time.

4. Because online, including social media, has become the most influential source in helping consumers make purchasing decisions.

5. Because millions of people are creating content for the social web.

6. Because the next 3 billion consumers will access the Internet from a mobile device.

7. Because Facebook is now the operating system of the social web.

8. Because Twitter believes it will have 1 billion users by 2012.

9. Because one way marketing has had its day.

10. Because in almost all cases social media is free.

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Read more about being social on this social media blog.

So, you have a small- or medium-sized business. You’ve heard of social media, but you aren’t sure where to put your money.

This infographic by the good folks over at Flowtown has all of the answers you need as far as where other businesses are spending. Are they spending their money right? That’s another post altogether.

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Read more Social Media Data on Soshable.

There are three camps into which every company in the world falls:

• Those who don’t know or don’t care about social media
• Those who care about social media and think it can be useful
• Those who think social media can be the backbone of the company

If you were to break it down by percentages, the “Social Media is the Backbone” camp would most likely be the smallest. While business owners are starting to agree that social media has a place in their business, few would be willing to bet the farm on it. They are prudent, thoughtful, and wise.

Then again, many of them (depending on the type of company) would be incorrect.

For businesses big and small, social media has the ability to be THE backbone. It can assist in most areas of operations, sales, and marketing, and can streamline everything from the day-to-day affairs to long term implementation. I believe this. I’ve seen it.

Unfortunately, I can’t prove it.

I need proof. Help. Case studies. Examples.

I need proof.

Above, you will find an amazing infographic from Elliance. This is relatively old, but it holds true today more than it did when it was made.

Now, I have a request. I need people who have seen the tremendous potential of social media come true for them. I would like to gather as much data as I can to back up my claim. I believe it down to the core, but I need more than the few I know who have seen the success. If you’re that person or know someone who has, please feel free to contact me: JD Rucker.

If you are looking for automotive SEO, contact TK Carsites.

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Read more about social media for business on this social media blog.

“Knock, Knock” is the sounds that use to symbolize a salesman’s presence, with a great haircut, suit to match and briefcase in hand.

Although presentation was of importance, it wasn’t exactly what got him in the door; and even though what he was selling may have been what the client was looking for, it would be his persona that would get his pitch heard.

Reviving Old Habits in New Media

Yes, that sounds like a scene from the 1950’s and although years and technology have taken on a predominate role in the way we sell to others, doesn’t mean that the old way of doing so doesn’t still play an important role in how we sell today.

In today’s world, a new media has been born, and although Social Media is the prime way to be seen, old habits die hard. Here are tips on how to apply old ways of selling to a new medium. Like previously stated, presence is a key role in what will appeal to your client, even though it is now online, doesn’t mean that it necessarily goes away.

Presence is everything, whether it is on YouTube, Facebook or Twitter. No matter what Social Network you use to promote your business, you need to look stylish, clean cut and always up-to-date. Take a Facebook page for example. No matter what it is you’re trying to sell, that page needs to be maintained, much like a car.

It needs to be appealing, easy to handle and like an oil change, constantly needs to, well, be changed. You need to look active, it can’t just sit in the driveway and expect to run when you see fit in driving it. It needs to be added to everyday, and instead of trying to push a sell, utilize your customer service skills instead. This applies to a blog, a website or any other type of online presence you are trying to accommodate for your potential customer.

People Like To Interact With People

With the new media explosion, this is your time to capitalize on gaining new clients and retaining old ones. Chances are they are looking for you online and you may be unaware of it. What you need to do is make your presence known. Search out every Social Networking site possible and sign-up, use your real name and incorporate your company within, instead of the other way around. Since you should already have a website, you don’t need to name your Social Networks as a business; instead you need to introduce yourself, since people much prefer interacting with people, instead of businesses.

Realize that the people you are interacting with are smart enough to search your page. On the page is where you will list where else they can find you, hence your occupation, business and what your hobbies are. Be sure to include in your hobbies what it is you’re trying to sell, for example, if you sell cars, cars would most likely be a hobby of yours.

Make your page friendly, by chatting with others about various things, this is important, do not just talk about what you’re trying to sell and be sure to not constantly sound like a sales rep. This will be a sure way of finding yourself on the “unfriend” list.

What you want is to have presence that is of a friendly nature, leave it up to those you friend to figure the rest out and they will.

Don’t Mask Yourself

After you have established yourself on all Social Networking sites, it is now time to find people to interact with. Use Twellow (A Yellow Pages for Twitter) and sign yourself up. This way, people will have an easier way of finding you, someone they may share common interests in or perhaps is in need of what your business sells. Here you can also search and friend those that share the same interests as you or your business. This is an easy way to create relationships that have a substance even prior to your first conversation.

Remember, that when you make contact do not sound like your trying to make a pitch and even after creating a relationship, be sure to not bombard him or her with what it is you sell, unless they ask. There is nothing like connecting with someone under a false pretense, many sales people do this and it is what causes them to fail.

Be genuine, and you will see, that overtime people will find interest in you as the person in front of the business instead of behind. Masking will be seen and will cause you and your credibility to be jeopardized.

Your Pages Equal Your New Business Card

Now that you’re Social Networks are up and running, it is important to maintain them. Do not just create and abandon. You need to stay on top of all of them, everyday or every few days at the very least. Your pages have now become your new type of business card. Have everyone that sells from you, online or in real life, know where to find you. Have them be aware that you are online and friend as many as you can.

Facebook is a great place to start, since the demographic is of an older age and a place where you can create a profile for yourself and a page for your business. This is the way to build a community, and to socialize on both. We have been taught that socializing while working; do not go hand in hand, Social Media has proven this otherwise. Chat with people, leave comments, click the like button and show that you are in fact active.

Have Your New Social Media Buddies Feel Special

When you have built up friends, create a page and invite them, create a grand opening sale for example and give an exclusive to your new Social Media buddies. This will entice them to not only fan your page, but to share it as well. You can also now share it on your other Social Networks, Tweet it out, that if they fan your business page on Facebook that they will receive a discount, or whatever it is you are able to give that is extra to only those who take the time to fan or friend you.

Make a short three minute video of this and post it to YouTube, stumble it on StumbleUpon and get the word to spread. You can even create events on Facebook and ask for people to attend, incorporate the launch in real life at your business too. Have your online presence blend into your real life presence and watch them become one in the same. Just remember, you must continue to socialize afterwards.

Be Professional, Fun, and Sociable.

With New Media, you don’t always have to play the sales rep role, just be yourself and create relationships with others. If you remember to share details on your various pages that will let others know what you do, people will remember that as long as you stay active. Have fun while remaining professional and people will flock to you, people like those who can show their fun side and will want to interact.

Asking random questions will get you responses, share tips on what you know or even on the type of things you sell. This way it shows your intelligence on the subject, without it being so in your face. People will appreciate your knowledge and the fact that you were willing to share.

Share Your Business and Socialize At the Same Time

Create lists, for example, if you sell cars; create “top 5 cars of the year” or Affordable Cars lists, create lists that intertwine what it is in fact you do sell. Share something that is not only useful and helpful but always remember to be truthful. Just like offline, people can smell a liar. Throw out a poll every so often like “what do you think is the most popular color on a car”? And list the various colors, one being the actual color and then share which one it is at the end of the day.

Without even realizing it, you are sharing your company and socializing at the same time. Give special offers when you can and entice people to fan or friend you on other sites when possible. Also, when you do get customers or people who inquire, take note of them and give special treatment, this will build a good report with them and that will in turn have them share you with their friends. Mixing business with pleasure will be the sure fire way of getting noticed.

The Old Fashioned Way is Still of Importance Today

Ping, Ping is the new sound that symbolizes a sales person, with a great look, logo and Social Networks in hand. Your presence being presentable will get you seen, although very important, it may not necessarily get you in the door, even if what you are selling is exactly what the client is looking for. Although it is far from being the 1950’s, it will still be your persona, by being active and most importantly, social, that will get your pitch heard even today.

Erin Ryan is a Social Media Devotee, who is very active on various Social Networking sites. By day, Erin is a freelance image designer for various online stores and is currently a Social Media intern. You can contact her via Twitter http://twitter.com/4u2wear2

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Read more about sharing on Social Media Blogs.

We all work in a business dominated by people with infomercial expectations of zero effort and immediate results. They are all looking for that quick fix. They salivate at the thought of finding those magic search terms. They dream of finding the greatest automated social marketing system that will instantly produce hordes of highly targeted conversion ready traffic. Don’t believe me? There are 277,000,000 search engine responses on Google when searching using the term free twitter apps.

It is time to stop running your dealership on the lottery ticket business model, and it is time to begin social media marketing that will provide you persistent long term traffic to your site.

Catalog Business Model

Many entertainment businesses operate using a catalog business model. The Beatles continue to make tens of millions each year based on their catalog of music and music publishing rights.  In 2004 the MGM studio was sold to Sony for $4.85 billion despite not having a hit TV show or movie for more than a decade. Why did MGM command such a high price without a viable franchise or recent hit? It was based on the 5,000 movies they had in their catalog. The core essence of the catalog business model is that each individual title may not produce much revenue, but the combined revenue from of all of the small titles is a big number.

Does the catalog business model sound familiar? It should, as it is the essence of long tail search theory and nowhere is it more powerful than in social media marketing.

The Long Tail

The long tail search phenomenon defines how a collection of low frequency keyword phrases can accumulate into a larger number than the top 20 search terms combined. Said differently a catalog of unique content is potentially more powerful than a handful of high ranking pages.

Social media marketing is all about regular communication via sites and technologies such as Twitter, Facebook and Blogs. A person with an infomercial mindset and approach to business will expect immediate and overwhelming success from their first blog post or tweet. They might continue on for a week or so, but they will quickly give up because they didn’t see an immediate 4x increase in their inbound traffic.

The hidden power of social media marketing comes with the volume accumulated over time. Having a video of Torrance Toyota is nice, but it goes beyond that. It isn’t about a single tweet. It isn’t about a single Facebook update. The power comes from the myriad of terms that will naturally be generated by just writing on a regular basis.

Dominance isn’t achieved with copy and paste

Some dealers may succumb to the ease of constantly posting inventory updates and specials. How is the content different from post to post? If you were Google would you save 2,000 copies of the same content? I know I wouldn’t, so there really isn’t any persistent value of that approach to social media marketing. If you tweet the same basic content 2,000 times, Google will distill those 2,000 entries to one basic search response. I may be crazy but 2,000 tweets to get one search listing on Google sounds like a lot of work to me.

There are Boston Toyota dealers who clearly get social media, and Woburn Toyota is a great example of one. They understand the inherent long term search power in the differentiation of content. They integrate local content and current events in with their dealership related content. The mix provides a long term strategy for comprehensive search coverage.

The Long Tail of Social Media

If it is your stated objective to dominate the search engines, you won’t achieve your goal by posting virtually the same content over and over. Mix it up and be unique. Don’t be afraid of seasonal content as it will bloom and produce fruit on a yearly basis. Our lives exist within cycles that repeat each year, so write content on how to prepare your vehicle for winter or summer. Write evergreen content that is useful year round on topics such as navigation systems and Bluetooth connectivity. Most importantly write about what interests you, and the collection or catalog of content your produce will yield you powerful long term consistent traffic.

Remember they call it surfing because the visitor didn’t initially intend to go to your site. They were out navigating the web searching for something else, but your low frequency keyword phrase caught their eye. It was the power of long tail social media in action.

It seemed like a no-brainer to me, but I was talking to a friend who is, under normal circumstances, a much more prolific Twitter user and consultant than I am. He asked me for advice on helping his clients find relevant people to follow, what software we used for our clients, etc.

I mentioned lists as our primary method. The midday sun shone inside his brain as his smile crept up to each earlobe.

Just for kicks, I asked another well-respected Twitter user for their method. She offered free and paid applications and websites for finding niche tweeps. She mentioned a strategy I had never thought of which entailed finding high-profile people within a niche who do not follow a lot of users and follow those that they follow.

I mentioned using Twitter Lists to her and the sun rose once again.

So, here we are. If you are using Twitter for marketing or consulting with those who are wanting to use Twitter for marketing, don’t forget the lists. It’s by far the easiest way to find the right people in broad or narrow niches to follow.

Find someone, anyone, in the niche. See where they’re listed. Chances are they are on lists that are broken down by niche, geography, or a combination. Follow those people. See what lists they are on. In a very short time, you or your clients’ accounts will be following the right people.

Merry Christmas!

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Read more about Twitter marketing on this social media blog.
Image courtesy of Freelance Folder.

Jordan over at Search and Social did a fantastic job in getting this infographic done:

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Find more social media marketing information on this blog.