Hot for Teacher

I'd like to buy the world a Coke. And then teach them how to TwitPic it, upload to Flikr, YouTube & Vimeo and share with a friend on Facebook.

I am rabidly obsessed eager to teach everything I know about Social Media to anyone and everyone who will listen. This prompted a friend of mine to ask "Aren't you making yourself obsolete if you teach everyone to do what you do?"

First of all let's remember that Twitter is 140 characters followed by a big "UPDATE" button. If my ultimate talent was Twittering, I'd be in pretty big trouble.

Secondly, the entire premise of social media is the ability to have authentic real-time conversations. The most appropriate person to own and publish that "authentic" voice and personality is therefore the client himself. Ironic that Web 2.0 makes the customer/ brand relationship personal again.

There is no longer a need for carefully crafted content held tightly to the chest until it is "released " upon the public through professionally recommended media outlets. These days anyone can create and broadcast content. The gates are open and the gatekeepers better start looking for a different line of work. Brian Solis does a great job explaining this revolution (he even gives away some resources...for FREE).

"The socialization of the Web and content publishing disrupted the balance and is now forcing a media renaissance that is transforming information distribution, human interaction and everything that orbits this nascent ecosystem."

That said, the shifting communications paradigm does not make marketing and communications specialists obsolete. But it does change the way we look at the purchase cycle and define and sell to our best customer. *Gasp* Did she say SELL? Damn, right I did. All this talk of conversations and discussions sometimes neglects that the ultimate goal for most companies is to make a profit.

This is not a dirty scheme. As long as you are upfront about your product and have something of worth to sell, there is likely someone out there who is interested in buying. Say for example you sell comfortable eco-friendly flip flops with a triple bottom line business ethic. Eco-bloggers, philanthropy advocates, crunchy granola folks- there are a ton of people who would be interested in that product. And there are a ton who wouldn't. According to a recent NY Times article this is a prime opportunity for PR folks to find their niche and develop valuable relationships.

"P.R. is important because it’s pretty intensive to figure out who [the power users] are."-Donna Sokolsky Burke, co-founder of Spark PR

So, consider me your Social Media GPS. Vetting and identifying appropriate communities is something I love doing. It takes time, honesty and a certain stalker quality. (Remember in that last paragraph when I said "valuable" relationships. If not, go straight to jail. Do not collect $200 and certainly do not read the next sentence. You will never understand it). It also requires the ability to and interest in listening. Once you find your target's lair, it's not pounce time. It's not time to spam the community with "Look at Me" display ads and guerrilla forum postings. It's not about you.

That's right. Once again SoMe does not stand
for "So...let me tell you all about Me". It's about listening, participating and giving. So go buy someone a Coke. And then listen. Even if they don't sing in perfect harmony. Because once you know them a little better you can recommend a voice coach.

Take my money. Please.

I recently switched bank accounts and forgot to update my car note automatic withdrawl. So, because I am extremely financially responsible (and not at all because I was crunching numbers to see if I could afford a new shiny object) I caught the mistake a few days later and called my car company. The conversation went something like this:

Me: I'd like to use a new account for my auto draft payment.

Extremely Helpful Customer Service Rep: I'm sorry, you can only change your account 9 days prior to your bill due date.

Me: OK, then let me give you my credit card number.

EHCSR: We don't accept phone payments.

Me: Huh?

EHCSR: You'll have to send a money gram.

Me: I don't have a money gram. (In fact I can't say I really know what a money gram is)

EHCSR: You can get one at Walmart.

Me: So, let me let this straight. I have to find a Walmart to get a money gram to pay for my car.

EHCSR: Yes, maam.

Me: But I can pay you right now with my credit card. I have money now. And you want my money now, right?

EHCSR: Yes, maam.

Me: But you won't take my money?

EHSCR: No, maam. We will only take a money gram.

Me: Thank you. You have been extremely helpful (Read: You have wasted 20 minutes of my life that I will never get back)

So, nevermind the fact that my car company apparently has some evil conspiracy plot to get me into Walmart, I am shocked at how difficult a very simple transaction can become. At the end of the day, if I have something you want and you have something I want, shouldn't we just trade? I win. You win. It's that simple.

This afternoon while listening to the webinar "Using Online News to Drive SEO" Lee Odden hit the nail on the head.

In the case of news content, make it easy for consumers and journalists alike to find your message on the channels and in the format they prefer.

Peter Shankman has done exactly that by connecting reporters with experts through his Help a Reporter Out (HARO) press queries. Journalists describe what they need, an e-mail goes out and experts respond if they have the answers. The same model can be used in advertising. Social media provides instant insight into what your audience wants. All you have to do is listen. What does your customer want? Then, if you have they are asking for, make it easy for them to buy it. Duh, right? Keep it simple and always add value.

Example: If I tweet out that I am jonesing for a cheeseburger and BK sends me a coupon, what are the odds that I am going to truck it over to BK? (Hint: I am saving up for shiny things and really big on instant gratification.) Now if they send me a coupon that is only redeemable on Tuesdays and Thursdays between 4-7am with a with a minimum $107 purchase while supplies last...yeah, not so much.

P.S. Anyone looking for a lovely, barely used solid-gold sedan can find me in line at Walmart.