Social Media is Many Things to Many People

The many faces of social media

The more I use social media over the years the more convinced I am that it is very hard to say exactly what it is. There are various platforms and these are often hard to explain simply. I’ve been training people how to use social media platforms like Facebook, Twitter, LinkedIn and others for about 8 years.

I first started out by teaching classes in my living room – mainly – how does one use Facebook – personal pages vs. business pages + netiquette – how to be in those places and look like you have a cleu. As the various platforms have expanded their feature sets and made things a bit more difficult for businesses to reach their fans how people use them have changed.  Here are some of the new uses that I am experiencing and seeing in the field.

1. Some people are just using the systems as a messaging system – an example would be FB messenger. I note that I am having more and more personal “email like” interactions via FB messenger than in the past. FB messenger seems to be replacing email in terms of personal connections/conversations in my world.

2. People pick their platforms and stick with them. I know a number of people who are mainly on one platform and that’s it. My nextdoor neighbor runs an Instagram page for his crystal business.  He’s up to 132K followers. I encouraged him to get going with email marketing – and he has, but really, he’s having so much success and fun with Instagram.. that he’s pretty happy with that one platform. Personally, I don’t recommend having all your eggs in one basket (ie, make sure to be list-building – that’s yours…) – but I see this across the board. People who are mainly on Twitter or FB – they find home and stay there.

3. Then, there’s how one spends their time on FB (as an example). I used to spend much more time on the newsfeed – and I’m sure many still do.  But ever since I discovered Friends’ Lists and how to segment my 3770 closest friends + see all the posts of those who I most want to follow/learn from.. that has changed my FB experience dramatically. I also am using FB much more to network with others and connect around business topics in relevant groups. The ALE Family/LESA group has actually really changed my thinking around how a small, dedicated group of people can come together for a common purpose and really elevate everyone’s experience.

Maui Tree

I’ve been looking for articles like this one where people delve into how these prominent tools/platforms are being used – in non-obvious ways, but have not really found what I’m looking for. So, I’ll try putting out my own thinking on the topic and see how that goes. Perhaps if you get what I’m getting at and you find something that you think is similar, add a comment, please. Thanks!

Do you use social media in a way that you think was not intended by the creators?  Please share below!

Have a great Summer – Albert Kaufman, Albertideation, Portland, Oregon, The United States

PS – when you get to my website, please do take a moment to join my email list. I have a few different projects I’m working on and I’d love you along for the ride!

Digital Marketing Training Videos by Albert Kaufman

Videos by Albert Kaufman

I have been offering webinars/videos on digital marketing for the past couple of years. Each offers a unique collection of insights and a lot of personal commentary! I recommend looking at all of the topics first before picking one to watch. You’ll probably find one that is perfect for your needs right at this moment.

Thanks to Constant Contact for much of the educational content and opportunity to hone my skills as a public speaker.  As always, I appreciate your feedback – please post something in the comments section if you feel so moved.

Latest – Getting Started with Email Marketing

Getting Started with Email Marketing with Albert Kaufman – March 2017 from Albert Kaufman on Vimeo.

Digital Trends for 2017 – February 23, 2017

Digital Marketing Trends in 2017 with Albert Kaufman

    1. Learn Constant Contact’s new 3rd Generation Editor

2. Power of the Inbox – part Constant Contact’s One in a Million Celebration – Constant Contact has educated over a million small businesses as of January 2016!

3. Ways to Automate Your Marketing: Save Time, Drive Results, Earn Loyalty 

4. The Power of Email Marketing with Albert Kaufman | DIY Digital Ep. 17 – with David Baer of Baer on Marketing and Sarah Sunshine Garrison of Garrison MarketingJun 15, 2015 

5. Social Media Timesavers – July 2015

6. Getting Started with Email Marketing + Facebook and LinkedIn Tips & Tricks – January 2014 – but still super relevant in 2016!

7. Everything You Want to Know about Facebook But Are Afraid to Ask – February 2015 (still very relevant in Jan. 2016, and probably beyond!)

8. Measuring Your Marketing How to use reports and analytics to evaluate your marketing campaigns with Albert Kaufman – September 29th, 2015.

9. Standout Subject Lines – October 2015

10. Watch me work – December 2016 – a 40 minute session where I demo some of the tools I use – live!

Thanks for watching. If you have any questions about anything I’ve written – feel free to contact me!

Happy marketing, Albert Kaufman

Albert at #OneCon2015 - training videos

The Power of Your Many Inboxes

one in a million inboxesInboxes

Since the start of 2016 I’ve taught a class called The Power of the Inbox as part of Constant Contact’s celebration of having trained over 1 million people since they opened their doors. These classes focus on the value of email marketing and how to do it right. Some of the main points are getting a great subject line going; using mobile-friendly templates; sending from a recognizable email address – and so much more. To see a video of the class as a webinar, click here. Something interesting occurred to me as I’ve been teaching this class – the rise of the importance of your other inboxes! Email remains the key way to reach customers, clients, friends and family, and it turns out, you can’t neglect the communications coming via your Facebook, LinkedIn and Twitter messaging systems (to name just 3).

A client, Gregg Harris (of Rooseveltpdx – a fantastic terrarium store on 44th and Hawthorne in Portland, Oregon, which made my top 11 list for 2015) said to me the other day “Albert, people are expecting me to respond to their communications on Facebook“. I am so fully busy in the on-line world that I’ve just taken it for granted that messages that come in via various platforms are “like” email, and so should be treated as such.  But, like Gregg, I tend to let many of those messages languish for days – especially messages from Twitter and LinkedIn.  I’m on Facebook so much that I tend to use their messenger at about the same rate of response as email, but Gregg’s woken me up to how I should be treating all on-line communications. And there’s a simple solution – notifications.

Within each social network is a way to be notified (via email, of course) when a message has come into your account. My recommendation would be to turn on any direct messages you get via Facebook, LinkedIn and Twitter and see if any business or important information is coming your way.  I’ll do the same and I’ll keep you posted what I learn. Timing is often important in this instant gratification world. If a request for your services comes in through a channel you’re not monitoring, you may miss something important.  Let me know what you think in the comments below. Thanks for reading. Albert

Can you spot the fish?

Can you spot the fish?

Online Marketing Checklist

email marketing works

Marketing Checklist = Social Media & Email Marketing for Small Businesses

  • Email Marketing – 43% ROI – most valuable tool out there

  • Use Constant Contact – http://albertkaufman.constantcontact.com
  • Consistent Branding
    • Stick with 2-4 colors
    • 1-2 fonts
  • Relevant Message – short and Sweet
    • Welcome Email: What to expect, how often you send and a special offer
    • Newsletters: Blog posts, press releases, events, announcements
    • Promotions: New and compelling offers, clear call to action
  • Consistent “from” name
  • For mobile-friendly emails (which should be all you do at this point) stick to one column and keep logo left-justified or centered
  • Contact information in the body of the email
  • Add in social media links
  • Clear call to action
  • Quality photos
    • Link your logo/photos back to your website
  • Links, Links, Links
    • Give a short description or teaser line and link the rest of the info.
  • Join My List button (always!)
  • Social Share Bar (in header options)
  • Web page version option (in header options)
  • White space is your friend!
  • Use the “Share this email with your friends” option
  • Be yourself… use conversational text!
  • Don’t forget the Humor!

Social Media Suggestions

  • Learn about Hootsuite, Buffer and Sendible (pick one and use it)
    • Buffer has a great daily newsletter
  • Make sure all accounts are filled in
  • Think about a different voice for each type of account
  • Double-check your spelling
  • Think ahead – editorial calendars are great!
  • Are there holidays, other events coming up, tomorrow, a year from today!
  • Follow your competitors – what are they posting?
  • Err on the side of over-posting – with the new algorithms, it’s likely followers won’t see much of what you post (see why Email Marketing is a preferred way to spend your time/$$$)
  • Try things – make mistakes
  • Everyone is learning social media together – no one is an expert – try something clever and your post may go viral
  • Upload native video to Facebook and elsewhere.
  • Be prepared in case anything ever does go viral (have all accounts filled in with website URLs – landing pages where you would like people to get to
  • Think about the what, why, who, kinds of questions often – who am I trying to reach with what message?
  • What would success look like?
  • Consider trying FB advertising – boosting posts vs. advertising

Feel free to keep in touch. I love fielding questions about social media and email marketing. Don’t get discouraged – this is a new field and it’s a constant learning curve! Good luck, Albert Kaufman

Join My Newsletter
Get my best thinking about how to grow your email list, and how best to convert those contacts into sales. Hop off anytime! Additionally, click here to learn about other news I send... 
Sign Me Up!
Not right now...
close-link