McIntosh Marketing Blog

Original content is king. For most of you this is nothing new; not at all a revelation.

But what I see very little of is the interfacing of blogs with social media; namely with Facebook. This became very clear to me the other day when I ran into a friend and we were talking about mundane stuff and she said, “Hey, I loved your blog post on Facebook.”

Without having to mention anything, she took the effort to mention it. She never commented back which can make a blogger think that no one reads their material or posts. Not true, to my chagrin.

While others talk about their mafia wars, farms and puppies, you can easily and rapidly position yourself as a thought leader. I can think of no faster way to help reinvent your brand, or at least your position within your market. Start blogging, and if you are already, then take the time to post these on Facebook.

Never a day goes by when I am asked by a business person if they should actually engage in social media or not.

Have you noticed that phone books are getting thinner and smaller? Well, it’s not because the business is not dying. It is migrating to a new media that is reaching hundreds of millions per day. That is social media.

This CNN article is a case in point: http://edition.cnn.com/2010/BUSINESS/04/08/social.media.small.biz/?hpt=C2

We could argue for days about whether we should Facebook or Twitter? Should I blog or should write articles? Do I use have flash, or do video? These tools do not replace studying, understanding and having a strategy.

Recently I visited some up and coming entrepreneurs at a networking conference in Laguna Beach, CA. All were eager to attend and hear from the keynote speaker on Linkedin. After the talk, the questions fired like cannonade and one thing was clear: They were confused.

He didn’t clarify much, he simply stirred up the hornet’s nest.

And not about Linkedin, but about all aspects of social media. And you know what? The speaker wasn’t prepared. He was just as confused, really. He picked that one topic and studied it hoping to look like an expert on that one subject. He did not realize that when he opened up the platform, he would be inundated by a tsunami of questions and a torrent of confusion.

He got caught not knowing his basics of one of the most important changes in business today: social media.

But one thing is for sure: The confused questions all indicate that this is where small business is going. It’s not turning back. Say bye-bye to the yellow pages book, because it will one day be in the museum with the T-Rex and the Dodo.

I am amazed at how many people use Facebook, but for only personal purposes.

No matter where I go, coffee shops, businesses and eateries, I find people on Facebook. “National obsession” does not even begin to describe our national lust to be connected and share the silliest of posts. And those who negate this cultural phenomenon and shift will go the way of the Dodo. They are about to land hard on their Facebook.

And while Facebook gathers tremendous amounts of new members that makes every Fortune 500 jealous, the fact remains that the majority of “brink and mortar” businesses have not embraced this as a way to not only develop new customers, but to maintain their brand loyalty by getting their core coming back for even more. And customer loyalty is a premium today that is dying like the Dodo. Studies show that it is easier to get the same type of services or products from a broader market and people wander faster than you can say “tweet.”

For example, I can tell you about 15 different places to get great Thai food within a few miles of where I work. That food is simply amazing. Got to have it once of twice a week. But the problem is that that there are so many choices. And you know what?  Not one of those amazing providers of Thai cuisine has ever asked me to join them as a friend. Imagine if they gave me a reason to join. A discount, a free Thai ice tea – something.  It’s free to them and it takes me less than a minute to join.And now we are connected as one.

Sometimes I need a reminder. I need a kick in the you know what. Facebook, and so many other social networks are about the easiest and most cost effective methods to say, “Hey, we’re friends. Why don’t you come over and visit.”

Want more Word of mouth? Need some Referrals? These are the best, right? Well, then why is America in the face of a national financial crises, not gravitating to about the most cost effective way to spur on those very referrals from word of mouth?

Man is slow to change. I am sure that the printing press was seen as evil when first announced. I am sure that the telephone was seen as a passing fad. Same with radio, television and video games. But all are now an indispensable way of how we all live and communicate. But at one time they were all new, strange and even scary.

Embrace the new. One day it will be the way on how we communicate and do business.

Best, Edwin Dearborn