Your high school acquaintances are coming after you—along with former co-workers, one-time neighbors, and that guy you spoke to briefly at a gas station in 2002.

It’s fun to reconnect with people from the past but not everyone is sincerely interested in getting to know you again (or even for the first time). Some just want to snoop into your life. Others want to use your friend list to connect to others. Still others pester you to “like” their pet projects. Some fragile egos are trying to collect 1,000 or more friends to boost their self esteem.

Let’s not forget the random weirdos, either!

Here are common characteristics all phony Facebook friends share. I think any are grounds for a swift click of the “unfriend” button.

Not responding. If you accept a friend request and send a brief email (“Hey, Tom, great to hear from you. What’s going on?”), isn’t it common courtesy to respond? Or are they just looking through your photos and sending friend requests to your sister?

Never interacting. “Friend collectors” are notorious for this behavior. Once you accept their friend request they forget they know you. No thumbs up? No comments? While it’s natural you’ll interact with some people more than others, what’s the point of connecting on Facebook if you never interact? Pointless.

Immediately asking for a favor or sale. Rude.

Obviously building their “online presence”. You know the types. They’ll “friend” people because they think it makes them look better. I give these folks a chance but if they never respond, never interact, or ask for a sale they’re off my friend list. These people are shallow and/or insufferable.

Don’t feel bad about unfriending, blocking, or unsubscribing from phony Facebook friends. Being “Facebook friends” isn’t the same as being “real friends”, but even so, you don’t need to let others access a glimpse into your personal life without giving in return. Say goodbye to “fair weather” Facebook friends and you’ll enjoy your online experience even more.

Facebook will be the topic for the next few posts—enjoy!

Friend or foe? No, the question is: friend or business page when it comes to Facebook.

In the rush to “get on Facebook” many have made a common mistake. The mistake is setting a personal profile but using it for a business. Are you “friends” with a business? Tsk, tsk. That small business set it up wrong. No worries, though: it’s an easy fix. Here’s the “how” and “why”:

Disadvantages for a Business using a Personal Profile

• It’s against Facebook policy
• You have “it’s complicated” as your relationship status
• You get annoying invitations for Farmville or other games
• You look unprofessional!

Advantages of a Business Page on Facebook

• You look professional
• You can use more diverse apps
• You can block time-sinks, such as game requests
• You can reference other businesses on your wall
• Other businesses can showcase you on their business page
• You’ll have more fans (“likes”) because you won’t be asking for access to customers’ private info that Facebook “friends” can share, such as religious or political leaning

How Can I Fix My Profile?

• Create a personal profile, if you don’t already have one. Simply go to Facebook.com and sign up.
• Create a Facebook business page. Go to any existing business you “like” and scroll to the bottom left. Click “create page”. Here’s local Staunton Parks & Rec‘s page, for example. When you create the page you’ll automatically be the business page admin.
• Tell your friends. Send a note to to your Facebook friends telling them you’ll be deleting your friend profile in favor of a business profile. Ask that they “like” your business profile by sending a direct link.
• Delete your old profile. Navigate to “delete profile”. You’ll still be able to use your legitimate personal profile. That’s the profile that is your business page’s new administrator.
• When you reach 25 fans (“likes”)… you can set a permanent address. Go to www.facebook.com/username – but be warned! You can only set this ONCE.

Here are tools and strategies to maximize your business page once you have it set up properly.

Reminder: you can follow this blog and other updates on Facebook. Virginia-based artisans can sign up for the Facebook marketing class I’m teaching this Spring, too!

Original content is highly valuable

My specialty is content marketing. This field combines traditional marketing skills with new media fluency, specifically social media. I arrived at this specialty after several years professional experience in online media.

I am particularly interested in helping companies and organizations explain their “green” initiatives to customers, constituents, and other stakeholders.

Select list of content-driven marketing clients:

Aol – America Online
Will the future bring more walkable development? Creative, adaptive re-use of buildings? These and other “green” themes explored in content for three specialized real-estate websites. Also managed social media for three Aol properties, resulting in +1556.67% ytd growth. (2009-2010)

Big “O” Tree
Whether you choose beautification, environmental health, or just plain enjoyment as your top reason to love nature, it’s good to know you can find specialized content pertaining to health and care of Mid-Atlantic plants and trees. Also designed the website. (2010)

Content Marketing Institute (CMI)
Wondering how content marketing can help your online presence? I am a regular contributor to this thought-leader industry site. In addition, I produce case studies from other online content marketing experts.

Imperial College London
Americans might find a 7ft-tall thermometer a “weird” college mascot. Not so at one of the finest British institutions. Content for existing and prospective students as well as alumni takes a fun look at the history of, and current status of, mascotry at the university. (2010-current)

Mary Baldwin College
Environment-Based Learning is the next nationwide teaching trend; MBC is offering one of the only masters degree teacher certification programs, and yes, specialized online marketing content is required. (Via Moore Public Relations, 2010)

Shenandoah Resource Conservation and Development (RC&D)
Don’t be foolish: farmers are indeed aware of their vital role in restoring our natural world. Managing content online and offline assures multiple stakeholders are informed of progress. (2010-2013)

TXU
Everything is big in Texas – including the state’s largest utility company and it’s desire to offer innovation solar, wind, and other options to its customers. Brighten, TXU’s collection of consumer-level conservation products, requires specialized content marketing. (2010-current)

Content Strategy in 5 Steps, illustration: Shelly Bowen

Content strategy is a natural extension of the work I do for many start-up/small businesses. Typically, this is in conjunction with other content marketing services.

You can read more about specific projects below or follow “latest news” and blog entries at this website.

Web Design/Content Strategy
Autumn Olive Farms (in process)
Big “O” Tree and Lawn Service
George Bowers Grocery
Liz Beavers – more about the process
McCaskey Law
T&E Meats – more about the process

Content Management and Strategy
Shenandoah Resource and Conservation Department (RC&D) – Flex Fencing project, 2010-2013 – more about this “offline” content management

Professional Experience
Director of Content Strategy – Geezeo.com – (2007-2009)
Multimedia Designer – Sony Pictures Digital Entertainment – (1999-2003)

Here are details about social media services offered.

Social Media Strategy Consulting

Autumn Olive Farms (Waynesboro, VA)
Best Address (Washington, D.C.)
Big “O” Tree (Stuarts Draft, VA)
Eastern Mennonite University (Harrisonburg, VA)
Liz Beavers, sculptor (Staunton, VA)
T&E Meats (Harrisonburg, VA)
RVNN.tv (Elkhart, IN)

Social Media Management

Three real estate brands, Facebook/Twitter: Aol Real Estate, Rented Spaces, Housing Watch – Aol (America Online) – 2009
George Bowers Grocery, Facebook/Twitter – (co-owner) – 2008
Geezeo – 2007

Social Media Monitoring and Reputation Management

~ clients not disclosed ~

Clients determine best course of action and response when I alert them of discussions relating to their brand and service.

Social Media Instruction

Facebook for Artists – Artisan Center of Virginia – Spring 2011
Introduction to Facebook – Staunton Parks and Recreation – Spring 2010
Introduction to Social Media – Staunton Creative Community Fund – Fall 2009

Managing content offline matters, too

This is perfectly illustrated in the “Flex Fencing” project overseen by the Shenandoah Resource and Conservation Department (RC&D).  Challenges here are applicable to many online and offline content projects.

Observations

• Collection and organization of content is not enough if it doesn’t convert.
• By necessity, content must be presented with marketing objectives and audiences in mind.
• Not all content marketing strategies should (or can) rely on social media as a cornerstone.

Content Strategy

The Flex Fencing project is an excellent example of managing data – content – which starts offline and merges online. My ongoing role is taking this “real world” collection of data and distilling it into a usable form for various stakeholders: program funders, the organizing group (Shenandoah RC&D), and the general public.

This is where the offline world of content meets online strategy.

First, the collection of data. Consider, briefly, the river of information necessary (pun intended) for a project that includes farmers, scientists, environmentalists, NGOs, and private investors.  Most projects contain similar levels of diverse audience members. To communicate to each effectively one must present different, yet relevant, portions of the collected data to each audience.

A tactical measure is to use a tool such as Google Docs where each of the groups can access specific information.

Content Marketing

Next, consider how you’ll transform this information into action. Data collection and organization is vital, but, this alone won’t embolden your audience – whether farmers or private investors – into action. That takes content marketing – even if, in this example, what you’re “marketing” is progress on, and continued enthusiasm for, a shared goal (clean water). So, to be successful the collected content must explain benefits and demonstrate concrete results in a way that speaks to your intended audience.

What about Social Media?

Social media is a cornerstone to many content marketing strategies. Therefore, it’s easy to forget that some audiences are prevented from accessing social media. No, we aren’t discussing the farmers themselves – some  farmers are very savvy here.

Rather, the infrastructure: the RC&D is located in a governmental building that blocks social media sites such as Facebook.

So how to work this into overall content marketing strategy? A single web page and Facebook presence are a start. But, they can’t be the only tools because a large segment of working group is blocked from accessing social media. The alternative? Communicating across counties with tools that aren’t explicitly marked “social” but can function in a shared sense, such as Google Docs.

Side Note: Restoration Economy

This particular project is a great example of what author Storm Cunningham covers in his book, Restoration Economy. The book’s premise is that one of the biggest future economic trends involves private-public restoration projects of the built and natural environment. Can’t you see these projects demanding a combination of online/offline content strategy and marketing?

Related articles by Zemanta

• Content Strategy: Why Content Matters (tc.eserver.org)
• 5 Steps to Winning Fans with Content Strategy (convinceandconvert.com)

Sculpture by Liz Beavers

How can content strategy and content marketing be applied to arts and crafts sales?

This was my challenge a few weeks ago when I was hired by a reptile, amphibian, and dinosaur sculptor, Liz Beavers.

Liz, a working artist for over a decade, never had a website. Here’s a peek into a portion of the strategic web communication process we developed, and the immediate results.

Challenges

• Another “Liz Beavers” is a prolific writer, a byline which could squeeze our sculptor out of first-page name search results.
• Although a sales site, Liz needed to be respectful of her existing retail outlets (galleries, stores) so not to undercut them.
• Liz also needed to leverage her existing social circles, many of whom are just joining social media such as Facebook.

Content and Marketing Strategies

Strategy 1: Blogging Filled with Keywords & Phrases.
We first focused on creating content that references ten highly targeted, and competitive, keywords and phrases relating to the kind of sculpture produced by Liz Beavers.

Content Strategy response: Since my client is a good writer and understood the challenge we made her blog the central feature of her website. Her posts contain reference to her work and to the key words/phrases she wants to “own”. Frequent updates make the blog relevant to search results, pushing down competing “Liz Beavers”.

Content Marketing response: Liz’s blog allows her audience to get to know her personally and connect with the thought and process behind making her sculpture. This, in turn, underscores the unique character behind every clay dinosaur, frog, or other highly personalized creature.

Strategy 2: Simple User Interface.
Visitors to Liz’s site should be able to find the information they seek in two clicks or less. We mapped out paths for the top three audiences: those seeking artist biography and background; those browsing available sculpture inventory; and those interested in purchasing off-line in galleries and stores.

Content Strategy response. Content is clearly communicated so navigation is a snap.

Content Marketing response. Liz can effectively speak to all three audiences while maintaining positive relations with her gallery representatives.

Strategy 3: Establish Professional Facebook Profile
Most of Liz’s current patrons tend to be older – which is fine, because this represents the fastest-growing demographic of Facebook adopters. Her Facebook profile automatically updates with the latest entries in her “Studio Journal” blog.

Content Strategy response. Integrating a professional social media profile allows patrons and collectors to connect with Liz on a daily basis via Facebook.

Content Marketing response. By being active on Facebook Liz provides social proof that her work is appreciated, and collected, by others.

Results

• We “soft launched” the website to coincide with local newspaper coverage – resulting in first sale traced to website.
• Liz now has first page Google search results in half of our highly targeted key phrases in less than four weeks. Additionally, she has also pushed down competing “Liz Beavers” entries.
• She now has a 24/7, strategic marketing piece.
• Most importantly, Liz has online sales capability for the first time.

My only regret? That Liz charges so little for her unique clay sculpture. I’ve recommended she raise the prices in 2011.

My friends at Deena Warner Design have hired me for an interesting, albeit, “odd” project: being the voice of their pet project, “Odd Staunton” – the “Officially Unofficial Guide to Staunton, Virginia.”

Matt and Deena started the blog as a hobby when they moved to Staunton from Northern Virginia in 2005. They are quirky, creative types (my highest compliments) and their view on the city reflects that. In fact, finding the “Odd Staunton” blog is how we met and became friends.

I’ll be writing a regular feature for “Odd Staunton” that highlights weird and wonderful things in the area. (I mean, what other cities greet you with a large watering can sculpture, seen here?) The first is a profile on Montgomery Hall Park.

Strategy-wise, this project has several objectives:

• showcasing the city’s unique personality
• using seo techniques to build on existing web traffic
• highlighting cool things, people, and events around the city

I think the Warners’ project provides a great community service, and, has already resulted in convincing another set of friends to relocate to the area.

I’m happy to be a part of it.

UPDATE:
More posts for “Odd Staunton”…
Cannon You Believe It?
Swannanoa Palace, or, Why You Cannot Die!

Confession time: earthworms gross me out.

I mean, worms really make my skin crawl….I totally respect what the humble earthworm does, but still… ick!

So, it’s rather amusing that I’ve written a few articles on the topic. It began with an Aol article about earthworms last year and, more recently, for this month’s Flavor Magazine.

The weird thing? I’m actually considering  buying a vermicomposter…so long as I don’t have to touch them.

Here’s an excerpt:

Compost is considered “black gold” and any gardener will attest that happy soil makes for happy, healthy, and beautiful, plants. The secret? The ultimate “black gold” compost made in partnership with humble, wriggly worms. The vermicomposting process starts in your kitchen and comes back full-circle to your kitchen when you enjoy the bounty of your vegetable garden.

For anyone unfamiliar with worms – in the kitchen, no less! – consider the benefits. First, you’ll take stewardship of the land by reducing landfill waste. Secondly, you’ll enhance your soil’s fertility lost from years of pesticides and mismanagement. Thirdly, you’ll enjoy more flavorful homegrown food, too.

Here’s how you can start creating this “black gold” right in your kitchen. Don’t worry: it won’t smell, and, the worms won’t make a great escape!

Read the article here.

Curious about building your own rain barrel? I built one and  wrote an article inspired by the process. It appears in the June/July issue of Flavor Magazine, a magazine dedicated to “Cultivating the Capital Foodshed” in the D.C./Virginia region.

Rain, Rain, Go This Way

An excerpt:

A rain barrel has many practical uses, whether you’re an urbanite, a serious gardener, or somewhere in-between. A rain barrel can service a small, urban herb garden, for example, or maintain stretches of suburban lawn. Gardeners in particular appreciate water from rain barrels because harvested rainfall does not have the additives or chemicals some municipalities add to the water supply. Plants respond better to water that hasn’t been softened.

Read it all here.