I was asked to speak to NPA Worldwide, a global organization of personnel professionals, in a workshop for recruiters.  Social media and recruiting go hand-in-hand, especially in today’s climate where finding the ideal candidate is the name of the game.

Fortunately, social media sites like LinkedIn and Facebook provide some amazing tools to allow recruiters to target potential placements.  We all post such detailed personal and professional information about ourselves in online profiles that can all be easily searched, that means that finding that ideal candidate is (or can be) easier now than ever before.

Time
One obvious issue that was discussed is the time investment required to be successful in social media.  Several of our participants today voiced concerns about the level of involvement needed. My thoughts on the large time investment are this:  if you are spending tons of time on LinkedIn and you know that it’s working, then that’s obviously well worth the effort.   In order to justify the time, you have to be monitoring your social media efforts and quantifying your results.

PLET
I presented my PLET method for using social media, which covers the basics that everyone needs to know if you’re going to successfully take advantage of these new media channels: Post, Listen, Engage, & Track

Here are some examples that I covered for how recruiters can use this methodology:

• Posting information is crucial, and content is still king! But don’t just throw out your job posting like every other recruiter does- find some way to “hook” people and get their interest. Keywords are crucial, but finding your (online) voice and letting your personality show through are important.
• If you aren’t measuring it, then you can’t improve it (or for that matter, know if it is worth your time investment).  Measuring the effectiveness of social media efforts is a must – so using tools like URL shorteners (bit.ly) that allow you to see how many clicks you’re getting to job postings can go a long way towards helping you start to figure out what works and what doesn’t.
• Listening for opportunities is one of the chief ways to take advantage of online tools.  Google alerts to monitor for lay-offs or openings is a free way to extend your ability to know what’s happening.  We also discussed the importance of organizing all of that kind of information, and using RSS feeds with Google Reader is a brilliant way to not only organize, but it will give you the ability to do searches as well.
• I talked a lot about the great tools that Google provides, and Analytics was another one.  Knowing that your site or blog is getting increased traffic from wherever you are spending your time promoting is just as important as knowing if people are hitting your links.  The reason we can be so good at online marketing is because we can measure it on such a granular level!

I’ve talked to or heard of a variety of people lately who are offering Internet marketing services to their clients due to the tremendous demand that has developed in recent years.  What’s always funny/sad/disapppointing is how many consultants are out there giving just plain bad advice to their clients – and charging them for it!

There are plenty of great articles about Hiring a search engine marketing company so, at the very least, do your homework and ask a lot of questions if you’re looking to hire. Here are some basic things you need to understand:

Marketing to search engines is an absolutely crucial piece of being successful online, but there is much more to search engine marketing (or even just SEO) than doing some keyword research and then changing page titles, meta, content, and ALT tags. Thinking that these efforts alone will drive massive change in your rankings is foolish, at best. It can be very costly and even damaging to your site’s effectiveness in the worst cases.

Search engines have evolved a lot over the past decade; they simple have to.  Google’s search market share is somewhere around 65% according to Comscore, and considering that Google’s market capital is $153.4 billion as of October 5 2009, let’s just suffice it to say that they have a vested interest in you and I continuing to use their engine.  What does that mean for us?  Well, we all find what we’re looking for in pretty short order on Google.com, right?  If you didn’t, then you would probably begin using another search engine, which is why Google has to keep their results accurate.  In order to do that, they have to figure out ways to rank more than 127 billion web pages by relevance.

What’s that got to do with search engine marketing?  Ask yourself this:  do you really think that some minimal effort and changing up the language and some tags on your site is going to put you at the top of those 127 billion for your market or industry?

Search engine marketing goes well beyond just “SEO” that inexperienced internet marketers (read: web designers who decided to call themselves internet marketers because they knew they were missing opportunities) will tell you is going to influence your rankings.  The fact of the matter is, truly marketing to search engines is a long-term plan that will involve content creation and syndication, social bookmarking, developing a robust link profile, and much more.

Don’t let that discourage you!  If you’re thinking about ways to drive more traffic to your site, this is still #1 on the list. Traffic that comes from search engines has a much higher potential for conversion than many other methods.

Here’s how it works – a great graphic from the brilliant minds over at SEOmoz.org:

Seems straight-forward, right?  Well, in the most basic terms – it is!  Of course, it helps if you have the experience to know what works and what doesn’t.  Here are some guides to help you get started:

• Learn Why SEO Is Essential To Increase Site Visitor Numbers (ronmedlin.com)
• 7 Secrets To Successful Keyword Research (slideshare.net)
• Use The Right Search Engine Optimization Company (webmanmarketing.com)

If you’re still on the fence about social media marketing as an effective channel for your business, you may want to think again.  Take a look at this calculator that shows how quickly the medium is advancing:

When it comes to successfully marketing a business, the key is to be where your customers are, but your competitors aren’t.  Considering the hesitation some businesses have about jumping in to social media, there is a great opportunity to be one of the first out of the gate.  The reasons why your business should explore social media are endless, and so many articles explaining everything from 101-type starters to strategy models; just get out there and do it already!

Today I attended a great conversation about Social Media, hosted by Howell Marketing and the Memphis Daily News, that was aptly titled “Joining the Conversation.”

There was a great keynote from Dave Chase of Altus Alliance (and formerly of Microsoft), and the panel was comprised of notable names from FedEx and Pinnacle Airlines, among others.

I was struck by something that Doug Shockey, COO of Pinnacle, mentioned when answering a question from the audience about how to plan a successful social media strategy. His comment echoed one that I’ve heard often from people in business who are trying to wrap their head around this new channel: you have to create a sustainable platform for using social media.

I couldn’t help but think about how the opposite is true. Social media is changing so quickly that finding a sustainable model for using some of these channels would be an exercise in futility. This whole online conversation is accelerating and spiraling upward, so I would almost advocate that a truly sustainable model for marketing on the social web should not be your goal at all. At least, not in the sense of using one particular service or network.

The cost of getting involved with social media is so low (free in most cases, with the only cost being your labor, or the cost of your agency) that you don’t have to worry about a long term commitment to one platform or another.

So what if Twitter isn’t sustainable as a marketing platform? It’s a powerful platform now, but what about if they start charging $9.95 per month? “How many people do you think will continue to use it then?” as Ken Woody from Innova, a Memphis VC company that invests in medical and life sciences start-ups, said today.

My Take-away from the panel

At first, what I took away from this conversation about the online conversation made me feel like I got stuck with a crappy gift from a dirty Santa party. I should have learned something valuable from these smart guys in marketing and business, right? Well maybe I did- I just didn’t realize it at first. The realization that planning your social media strategy to death can be fatal is pretty interesting, once I started thinking through it.

Don’t get me wrong here- before we even think about launching a social media campaign for one of our clients, we always define the goals and objectives. But beyond that- you just have to dive in and watch the conversation unfold. Why? Because it is conversational. You don’t script every personal conversation you have, so why would you try to do so for the online conversation?

I spoke with a long-time friend at the event who works for a Fortune 1000 organization in their PR/Communications department. She’s been urging them to get a social media strategy in place and at least join the conversation. But that idea gets mired in the corporate red tape, so nothing happens since they can’t iron out a corporate-wide communications plan for all their brands. Meanwhile, I can’t help but wonder what that organization’s competitors are doing. Are they being just as cautious, or has my friend’s company missed the boat?

Social Media represents a new marketing channel, so the first one out of the gate will likely reap the lion’s share of the reward. Marketing 101 says to be where your customers are, and your competitors aren’t. There is an opportunity now that hasn’t existed for decades, simply because mass media has always held all the keys and guarded all the doors.

Don’t over-think your social media strategy;  define your objectives, and jump into the conversation. Be transparent, produce good content, and follow the 12:1 rule of putting in more than you get out, and you’ll be just fine. Trust me- I’m on Twitter, so that means I’m a social media guru!

SEO is a hot buzz-word and the searches for SEO companies has been steadily on the rise since 2004 according to Google Trends. With adverstising budgets being trimmed and marketing dollars dwindling in the face of our now “official” recession, I want to explain to you the reasons why you should be actively investing in Search Engine Optimization for your organization.  

I’m going to lay out some of the reasons why SEO is one of the best marketing investments you can make in this time of economic uncertainty, where every dollar has to count.

Search traffic will not be affected by the Market
Sales might drop and conversion rates may falter, but raw search traffic isn’t going anywhere. A recession doesn’t mean that people stop searching the web. Internet penetration and searches per user are still on the rise, and Search Engines are not going anywhere.

Unparalleled ROI
A MarketingSherpa survey of 3,053 client-side marketers determined that SEO was viewed as the most valuable marketing solution in terms of ROI; even higher than email marketing to in-house email lists. ROI is everything – especially in uncertain economic times.

The Web Outperforms Other Marketing Channels
When organizations look at the paths that lead to sales and income (a critical analysis whenever budgets are under scrutiny), the web almost always comes out with one of two assessments: Either it’s a leading sales channel (especially from an ROI perspective) or it’s deemed to be an area with the greatest opportunity for growth. In both scenarios, web marketing and SEO take center stage.

SEO is Losing its Stigma
Google is releasing SEO guides, Microsoft and Yahoo! both have in-house SEO departments and the “SEO is BS” crowd have lost a little of their swagger and a lot of their arguments. No surprise – solid evidence trumps wishful thinking, especially when times are tough.

Targeted Traffic
Traditional “push” marketing/advertising options often have you publishing an advertisement in a place where you’re hoping it will get a lot of eyeballs. That’s great, but the real question is: who owns those eyeballs? Are they the right people? Do they want or need what you’re offering? Good SEO keyword research can tell you a lot about your targets like what they are interested in and how they are searching for it. When you choose your keywords and optimize for them, you’re addressing an existing need or desire – and you know that the majority of visitors from search engines are looking for exactly what you’re offering. In short, SEO helps to drive highly qualified traffic to your website and gets your message in front of the right people.

Marketing Departments are in a Brainstorming Cycle
A high percentage of companies are asking the big questions – “how do we get new customers?” and “what avenues still offer opportunity?” Whenever that happens, SEO is bound to show up near the top of the “to be investigated” pile.

Web Budgets are Being Reassessed
Paid advertising is tapering off, and global conversion rates are still very low for pay-per-click. When managers meet to discuss how to address budget concerns they should be talking about improving how they grab that “free” traffic, instead of paid traffic.

Someone Finally Looked at the Web Analytics
It’s sad, but true. When a downturn arrives or panic sets in, someone, maybe the first someone in a long time, checks the web analytics to see where revenue is still coming in. Not surprisingly, search engine referrals with their exceptional targeting and intent-matching are ranking high on the list.

Don’t get me wrong here, because I am most definitely biased on this subject. I run an Internet marketing agency that specializes in SEO and Social Media marketing, but so I would always urge clients, prospects, everyone to make SEO an integral part of their marketing budget. The reasons are simple: people are not reaching for the yellow pages anymore. They are sitting in front of a computer all day, so when they need to find something, they go to their favorite search engine and look. With over 60 billion searches online every month, I guarantee that people are looking for what you offer. Wouldn’t you like them to find your site and not your competitors’? SEO can make that happen for you.

Sources: IGraphix & SEOmoz.org

An associate of ours passed along a note that Dave Barger, a local competitor who is very active with promoting Social Media, is giving a speech on that topic to the Public Relations Society of America- Memphis Chapter.

Dave has done a great job getting the word out about how effective Social Media is for online marketing in Memphis, but I’m seeing a growing trend that everyone wants to focus on Social Media right now since it is the new ‘hot’ thing out there. Let me first say that I am a true believer in social media marketing, but I can’t say enough that it has to be part of an overall online marketing strategy. I talk to every client that we sit down with about the amazing benefits of social media marketing, but it is not likely to bring high levels of success if undertaken as a singular effort.  Marketing, as a rule, should not operate inside of a vacuum and that goes for Social Media Marketing as well.

Social Media Gone Wrong
Recently, there has been a ton of buzz about Motrin’s social media campaign that completely backfired. In case you missed it, this commercial was a Web video ad for Motrin was developed by the folks at McNeil Consumer Healthcare, which is a unit of Johnson & Johnson. The ad was targeted at mothers and talked about the physical pain involved with carrying an infant in a sling. Watch for yourself and see what you think:

The ad was intended to show empathy for young moms, but ad came off as too flippant for some and a hger campaign of angry mothers started building on Twitter over the weekend with thousands joining its ranks, tweeting angrily about the Motrin campaign.

Equally swift was the company’s response, which came early Monday when Johnson & Johnson plastered the front-page of the Motrin.com site with an apology. They stated, in case anybody missed it – “We have heard you.”

This is a great example of how using Social Media went terribly wrong and why consultants who are pushing Social media marketing as the be-all, end-all of online marketing may quite possibly be giving some less-than-ideal advice to their clients. That’s why it is important to understand how all the pieced come together for a successful online presence, so keep reading, and we’ll continue to tell you how to do it!

I came across this video recently and I just had to share. I use some of these stats in my presentations and its funny how many of the ones that I’ve been quoting for a couple of years made it into this video.

Check it out:

It is interesting to me to see how different people react to some of these types of illustrations. The one that I use most often that found its way into this post is that it took 38 years for radio to reach 50 million people, 13 for tv, but only 4 years for the internet to surpass. Some people are blown away by those statistics, while some show very little surprise.

I don’t think anyone in the U.S. today is unfamiliar with how expansive the Internet has become, and competition online is continually increasing. Business owners have to be innovative, creative, and resourceful to survive during the best of times. But with the current economy, your online business marketing needs to be more effective at reaching your target audience, attracting and converting new customers, and maximizing the ROI of every marketing dollar.

However, despite all the economic gloom reported in the media, savvy business owners have so many advantages afforded by online marketing due to the growing number of Web users who search the Internet for local business information. People are reaching for the Yellow pages less often these days; and with good reason! You’re sitting in front of a computer anyway for most of your day, so why would you hunt for a possibly outdated yellow pages when you can just look it up online. And that’s what users are doing! A recent study showed that 49% of online American use search engines in a typical day! And that number is up from 33% in 2002.

If you want to continue to grow your business in tough economic times, then you have to be smart about it. And there is no better move to market your business than to the largest audience possible that allows you to target them with unbelievable accuracy.

I came across this article on A List Apart that deals with web copy and I think it is a great read for anyone who has website with copy that doesn’t further your brand or properly convey your message.

We consistently work with clients who have copy on their site that doesn’t properly convey their message. Understanding how narrow your window of opportunity is that you have to reach your target audience means that you need to have effective copy that gets right to the point and properly conveys your message. Check this article out:

Most web copy is still being written by people who aren’t writers and don’t have time. The good news? Anyone who touches copy can make a difference by insisting that every chunk of text on the site do something concrete. [From Writing Content that Works for a Living]

I gave a seminar last Friday at Emerge Memphis for one of their Brown Bag lunches, which are just lunch-and-learn type events. I was asked to speak about Internet Marketing, and I chose to give a broad overview because it seems that so many companies that we talk to (including our fellow companies in Emerge Memphis) have very little idea of what it takes to have a successful website.

For those who aren’t familiar with Emerge or the Incubator concept, I recommend looking into it because they are doing some great things for Memphis business.

So I put together a simple presentation on the basics: how does a Search Engines rank a website, what can you do to influence how they rank your site, and I also ran over all of the various methods for marketing a site online. We also did some screen captures from Camtasia that did a great job of showing how Google Analytics works. In my opinion, nothing will illustrate the power of marketing online more than showing how detailed the reporting packages are that are available. Google Analytics never disappoints in that regard, and I think that we made some headway on getting many of these people to start thinking about their Internet marketing plan.

Here’s the SlideShare of the presentation, however the movies that were embedded did not convert so you don’t get to see how Analytics, Emma, or Google Trends works. If you really want to see if then let me know.

I was checking out Livingston’s blog and he drew my attention to this article from by Jason Baer of Convince and Convert and thought it was a great piece that deserved some additional attention (apparently so did 50+ other people as evidenced in the comments section). Jason lists six fallacies of social media and explains as to why they are false. There are good and bad points to his arguments, and I’d like to delve further into his analysis.

1. Social Media is Inexpensive Social media tools are inexpensive. They are generally open source and shareable. Monitoring is free (unless you use a professional tool). I agree that engaging in effective social media campaigns is extremely time consuming (and therein lies the cost). Factor in hours of research, diving into communities, participating, commenting, reading, reading, and more reading. To ease the pain, consultants and agencies embracing social media as a tactic to add to their overall PR and marketing counsel should develop strategies and clear tactics. Develop clear metrics to determine viable and influential sources. Work hard, work smart, work strategically. Over time, you will identify methods of searching and pulling out the best information for your client or company’s goals, while saving valuable time and endless hours searching through infinite web content.

2. Social Media is Fast
Social media IS fast. It takes mere seconds for a blog post to go up about your company or client, for comments and responses and conversations to take place about your brand. Without effectively monitoring and participating in relevant communities, it’s very easy for things to quickly get out of hand (especially in a situation with an unhappy customer or other crisis).
Getting yourself out there is fast. It’s the follow-up and overall social network engagement that is slow. However, if you have the right research in place from the start and know exactly what people you need to contact for your client or company’s business goals; it can go a lot faster. Spending time reading and contributing to 100 social networks and blogs where only 20-50 of them may be extremely relevant is time consuming. Focusing on just those 20-50 and hitting them hard makes a lot more sense.

3. Social Media is “Viral Marketing”
Social media, at the core, is viral. It allows for interactive conversation. Blog posts, YouTube, Flickr, Facebook, Utterli…all these sites provide easy ways for your content to be shared and discussed.
Whether it’s a blog post or a video, the first thing to remember is that viral material starts with great content. If the content is clever AND meaningful, it will spread like wildfire. However, just because something is socialized and has gone “viral” does not mean it will necessarily have the desired outcome. Take Sarah Silverman’s “The Great Schelp” video. Viral, yes. Results, eh.

4. Social Media results can’t be measured
Social media can be measured. Like any metric the ROI is determined by the relation to the company or client’s goals. Is it sales? Is it media coverage? Is it brand reputation or recognition?
Let’s take reputation management for example. A company that is seeing multiple online conversation from unhappy customers through a high percentage of negative blog posts, Twitter updates, and message board comments has a problem. After a few months of addressing those issues directly, participating in conversations, offering customer service support, and providing value to those communities…the negative discussions decrease. That’s a social media campaign result every company would like to see. Just ask Comcast or Dell.

5. Social Media is optional
Chances are your company or client is being discussed online. But, before deciding to engage in a social media campaign simply because of that fact, consider your audience. Your audience may be online, but that does not mean they are on Facebook, on Twitter, or commenting on message boards and blogs.
It’s more important to make establishing an online brand and persona part of your business plan, a necessary part. As Andrea mentioned yesterday, a web presence is a must for any business. It’s time to stop thinking about whether or not to go online. Instead, start considering what is already being said online about your company or client. Take that knowledge and manage your online brand, whether you choose to use social media tools or not.

6. Social media is hard
Without the correct research, clear goals and strategy in mind, social media is hard and overwhelmingly complex. However, it’s not hard when you erase all the technical jargon and consider that the main benefit of engaging in social media comes down to the “humanization” factor of your company or client.
Social media is an extension of community involvement. It involves seeking out community members that share your interests and passions. It’s about talking to them, learning from them, getting to know them. It’s about connecting with them and joining together for a common cause. It’s about sharing your view with others, and listening to theirs.
The only difference between those ideas for community involvement and social media, is that these conversations and connections are taking place online. Participation and authenticity in personal relationships is easy to translate online if you change the way you think about it. There goes the neighborhood.

[From Social Media Myths and Reality]