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!

Stay ahead of your competitors by leveraging mobile devices and geo-targeted search engine results. Today I’ll show you two tools: Google Places (for geo-targeted search) and Facebook Places (for social/mobile devices). Onward!

Google Places

Quick overview
Google Places is an enhanced Google listing — which will be favored in local search queries. (Example: George Bowers Grocery’s Place profile)

Advantages

• You’ll receive stats about how frequently people find you on Google Maps and mobile searches
• You’ll gain another avenue to market to local and visiting customers
• Enhanced listings are more engaging and demonstrate your online savvy

Considerations

• You’ll need to set aside time to fill out the listing. Your goal is 100% filled out.
• No video or photos to upload? Add them to your online marketing “to do” list. (I can help.)
• Put on your marketing hat and feel free to “make up” relevant categories. For example, on the George Bowers Grocery listing we added the category “Quirky & Fun?” and then checked “Yes”. (‘Cuz we are quirky and fun.)

To set up
You’ll need a Gmail account (recommended). Go to this link and begin filling out your information. Go get ‘em!

Facebook Places

Quick overview
Facebook Places allows any Facebook user with a smart phone (iPhones, Androids, and Blackberrys) to “check in” at your business. (Example: George Bowers Grocery)

Advantages

• Visitor check-ins display on their Facebook “wall” in front of their social connections
• Another opportunity to brand your business – be sure to include keywords in your description
• Another search engine outpost that points back to your site

Considerations

• To personalize your business’s site you’ll need to provide identification to Facebook. You should black out sensitive information and anticipate a short delay as they review it. This prevents fraudulent listings.
• You can still benefit, seo-wise, from a generic listing if you do not want to share info. (Our listing above is generic.)

To set up
You must be a Facebook user. You must also be physically located in or near your business. Go to this link using your phone, click “Places”, and follow directions. Or use this link using your computer for more info. Who’s the business with the local seach mojo, now?!

More Thoughts on Your Content…

Why Your Content Cannot Die! client: Matt and Deena Warner
Content Marketing & Strategy for Clean Water client: Shenandoah RC&D
Content Strategy for a Sculptor client: Liz Beavers

‘Send’ Button

Facebook’s reach just got bigger—and better for content marketers—thanks to the “Send” button.

The reason is simple: the send button allows people to quickly, and quietly, distribute content to small and specific Facebook friends or groups.

By comparison, “liking” a piece of content publicly shows on a Facebook user’s profile and in their friends’ feeds. (Here’s how we use Facebook as a content marketing tactic.) A user may indeed like your content but be reluctant to share it in front of “everyone”.

The “Sending” button is newly built into the already ubiquitous “like” button functionality, or can stand alone.

Why is a Quiet Send Good for Marketing?

“Sending” content quietly means it just got easier for people to share your content between smaller, private groups. That’s awesome for marketers because these groups tend to exhibit greater degrees of trust—making word-of-mouth all that more powerful.

“Sending content” via Facebook is faster than sending a favorite link by email, too.

How to Create a Facebook Send Button

Go here to add “send” button to your existing website Facebook widget. Click here to add a stand-alone send button.

More Tech Tools recommended and reviewed here. Why don’t you send this info to someone else?

~

WANT TO US THIS ARTICLE? You may, if you include this complete blurb and link with it:

“Katie McCaskey offers content marketing services and strategy to businesses of all sizes. Learn to make the most of your web content at www.katiemccaskey.com”

Attention, local friends:

In May I’ll be teaching again. Join me for an introductory social media class and/or classes focused exclusively on Facebook and Twitter basics. Community members are welcome to join the class by registering with Staunton Parks and Recreation.

Introduction to Social Media

You’ve probably heard about “social media”. What you may not realize is how amazing this emerging communication technology is to daily life! Come to learn more about two of the biggest social media platforms (Facebook and Twitter) and how they are used. In this lecture-based class you’ll watch the instructor explore both on the big screen.

Introduction to Facebook

Did you know there are more people over the age of 60 than teenagers on Facebook? It’s true: and it’s not just a reflection of demographics. It’s also because more people are seeing how Facebook and other social media tools are transforming our social and business lives. Come to this lecture-based class to observe some of the basics – from setting up a new profile to connecting with distant family and friends. (And, you’ll see why businesses need to set up a Facebook business page, too.)

Introduction to Twitter

Can you really communicate using just 140 characters? It may sound difficult, but it isn’t – and it’s transforming how people are communicating, learning, and even volunteering! In this introductory class we’ll explore what Twitter is, how it works, and how it is contributing to some interesting and positive shifts in a lot of surprising areas. You’ll learn how to setup a Twitter “handle”, how to send messages, and how to share messages.

These classes are very affordable and will be held at the downtown library:

Monday, May 23:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Wednesday, May 25:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Thursday, May 26:
Facebook, 10-11am
Twitter, 12-1pm
Social Media, 6-7pm

Friday, May 27:
Facebook, 3pm

Content marketing requires technology tools to produce, manage, and organize content that your audience finds useful. In this new, semi-regular feature, I’ll be featuring tech tools to help you get the job done faster and better.

Hyper Alerts – Notification for Facebook Page Activity

Hyper Alerts will notify you whenever someone comments on one of your Facebook pages. It works similarly to Google Alerts – just enter the pages you’re monitoring and the preferred notification schedule.

Advantages include:

• Schedule notifications to suit you (compared to FB’s auto-send)
• Adds context: shows comments to specific updates
• Track pages you don’t manage!
• Hourly, daily, weekly, or monthly reports
• You can use an email address different than what you use with FB – great for community managers

Anyone who manages three or more Facebook business pages knows how disruptive it can be if you’re trying to respond to Facebook conversations and activity. (I recommend responding to everyone at least once; however, this is particularly time-consuming. I learned that managing multiple Facebook pages for AOL!)

What tools would you recommend to monitor Facebook? What about tools for other content marketing activities?

Please let me know your choice recommendations. I’ll be sharing these and other content marketing tech tools as Technology Editor for the print magazine, Chief Content Officer. Watch your mailbox!

My first job after college was at a weirdly sterile advertising agency. I didn’t realize at the time how usual it was that I had my own office – with a window, no less! I promptly moved in and pasted up a bunch of band posters, photos, and a collection of odds and ends. It said:

I am creative, and I am ready to work!

Secretly, I also hoped it said:

Come talk to me! We might have something in common!

I quickly discovered why the agency was so sterile. Non-work conversations were not encouraged here. “Don’t bring your playthings to work,” was the stern, typed memo (!) from the boss telling me to remove the “nonsense”. (Memo – yes, despite agency use of email!)

How things have changed! Now companies of all kinds – not just so-called “creative” work environments – encourage employees bring “more of who they are” to the workplace.

This is particularly exciting to see in corporate use of social media… especially when the model is built around the employees themselves.

That’s one reason why I enjoyed interviewing employees at Incept, a blood banking contact center in Ohio. I discovered their company’s social media policy is built on showcasing their employees individuality.

While you’re there read “How to Make Content Social: Learn How Incept’s Employees Use Social Media to Engage Customers”, the case study I wrote about Incept. I applaud how Nate Riggs of Social Business Strategies lead the way and encouraged Incept to embrace social media use on an individual level.

Thank goodness times change.

I think bringing “who you are” to work is a lot healthier and certainly more fun. It builds solid work relationships in-house and with outside vendors and employees. Embracing the diversity of interests in your business can also demonstrably  build the bottom line, too.

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!

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

Spring 2011 classes

Attention, artists and craftspeople!

Wondering how to use Facebook to market your work? Join me this Spring as I teach two sessions of  “Facebook for Artists“:

Monday, February 14, 1-4pm
Monday, March 21, 10-1pm

We’ll explore tactics used by my client, sculptor Liz Beavers, as well as demonstrate tools and techniques to make your marketing via social media more successful.

The classes are sponsored by the Artisan Center of Virginia and will be held at Piedmont Community College in Charlottesville. Non-members and non-artists welcome, too.

Contact me for further details or await your Studio Classes mailing.

Content is constantly evolving - are you prepared?

Ah, silly content producer…. did you think that you could rest easy after battling zombie content that never dies?

Uh, no.

Besides zombies, you have to worry with something else, too.

No, we’re not talking about finding the “next Twitter” or searching for the “Facebook killer” or discovering some cutting edge app. The distribution channel doesn’t matter as much as this factoid:

Your content will evolve. Will your brand’s online marketing efforts evolve along with it?

Not so long ago web content was treated a lot like traditional print content. You built it, got it approved, and forgot it. Now, with Web 2.0 tools you’re expected to keep that content updated and fresh — expectations set by both the public and the search engines. This is the inverse of zombie content  — and it is demanding. Darwin-esque demanding, in fact, if you want to win with content.

I am working again with a client whose website I built wayyy back in 2006. Naturally, this clients’ business has evolved, as has the marketing needs. The new site requires the flexibility to allow for content evolution. We left the “set it and forget it” online communication stage ages ago.

Here’s what you can do to prepare for ever-evolving content:

1 – Invest in a content management system and teach stakeholders how to use it. This is not carte blanc to let just anyone near your site. Hell, no. You still need content leadership and one person in charge of editorial considerations (not your intern, people, please!). Rather, you want to build a content system backbone that allows for frequent and easy updates. Where appropriate, teams or groups can feed the content beast of your site… again, with dedicated leadership in place to ensure standards are met and marketing messaging is on point.

2 – Accept that content changes. Some people are in great denial here for one simple fact: it’s a lot of work. Sure, you can still slap up a website and forget it. But in an environment growing to expect engagement, is a static site enough? Winning with online content demands that someone manage the regular influx of new material. And again: you need someone to keep your new content on message.

So, bottom line. Is your online content vibrant, alive, and growing? Have you evolved?