A New Marketing Commentator

Now that so many businesses are using blogs, Twitter, Facebook, YouTube and other social media channels to connect with their constituents, it’s only a matter of time before they realize what a challenge it is to use them successfully.

No, social media isn’t rocket science. But it’s definitely a BIG departure for those who have been dependent on traditional marketing, advertising, PR and communications methods up until now.

So to help educate and enlighten those who are about to use this relatively new means of engagement for the first time, here’s the first in a series of 10 ways to succeed in social media…

1. Adopt the right company culture.

I hate to disappoint you, but not every organization is cut out for social media. To those who are accustomed to privacy and top-down, one-way, interruptive communications, it requires nothing short of a transformative change from the inside out.

The truth is that those who are most successful on the grid are more than willing to share their institutional knowledge, comfortable in their own corporate skins and not afraid to reveal their personalities. They have no secrets. They have no fears. They’re open and transparent, genuine and authentic, honest almost to a fault.

Yes, businesses that get social media have no problem whatsoever with inclusive, informal dialogue. They encourage entrepreneurialism, welcome competition and frown upon micro-management. They know that to succeed in social media means to worry a lot less about control and much more about support and empowerment of their friends, fans and followers.

This is the first in a 10-post series on how to succeed in social media. Over the course of the next few months, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment. Thanks.

Bob Cargill Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter, YouTube Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others.

They’re finally realizing that – as I’ve said before here on this blog — the guaranteed efficacy of a one-way, top-down, interruptive monologue by businesses and bureaucrats is history. And that the era of inclusive, open-ended dialogue between company and constituency is upon us.

Yes, social media appears to be on the verge of going mainstream in more ways than one.

However, what’s still a big challenge for many of those using social media for business is using it correctly, adhering to the unique set of principles that differentiates this discipline from more traditional forms of communications.

For social media to work well, the social media makers themselves need to be transparent and authentic, responsive and generous, credible, conversational and considerate.

Ideally, social media makers need to embrace “the six pillars of character” – trustworthiness, respect, responsibility, fairness, caring and citizenship – that are so familiar to so many people of all ages and from all walks of life thanks to Michael Josephson and his book, “Making Ethical Decisions.”

Just how important is character in social media today? Very important, in my opinion. Here (in this YouTube video above) are my thoughts about “the six pillars of character” and how each of them pertains to the different ways we carry ourselves in this newfangled world of social media communications…

This “blog post on video” was recorded on January 2, 2010 in Natick, MA. It’s an adaptation of a post I wrote and published on December 28, 2009 called “The Importance of Character in Social Media,” which you can read in its entirety here.

If you can’t see the video on this page, you can check it out on my YouTube channel here.

Bob Cargill is a copywriter, creative director and social media marketer who helps brands to strategize, develop and implement successful new marketing programs. He is available for hire (satisfaction guaranteed) — and for speaking engagements — now. To contact Bob, click here.

Bob Cargill Blogging, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others.

They’re finally realizing that – as I’ve said before here on this blog – the guaranteed efficacy of a one-way, top-down, interruptive monologue by businesses and bureaucrats is history. And that the era of inclusive, open-ended dialogue between company and constituency is upon us.

Yes, social media appears to be on the verge of going mainstream in more ways than one.

However, what’s still a big challenge for many of those using social media for business is using it correctly, adhering to the unique set of principles that differentiates this discipline from more traditional forms of communications.

For social media to work well, the social media makers themselves need to be transparent and authentic, responsive and generous, credible, conversational and considerate.

Ideally, social media makers need to embrace “the six pillars of character” – trustworthiness, respect, responsibility, fairness, caring and citizenship – that are so familiar to so many people of all ages and from all walks of life thanks to Michael Josephson and his book, “Making Ethical Decisions.”

Just how important is character in social media today? Very important, in my opinion. Here are my thoughts about “the six pillars of character” and how each of them pertains to the different ways we carry ourselves in this newfangled world of social media communications… 

1. Trusthworthiness. The most successful social media practitioners are those who are trusted by their friends, followers and fans, those who can be counted on for leadership and support, people who are looked up to as the real deal.

And trust doesn’t come overnight, either. Trust comes from having experience and expertise, from being available to others when they need you. Trust comes from sharing plenty of good information on a regular basis. Trust comes to only those who can earn it by demonstrating honesty and loyalty and living up to their word.

2. Respect. Giving respect is as important as getting respect in social media. You can’t have one without the other.

Mind your manners when you tweet. Be courteous, even deferential. The more sensitive and supportive you are of others on Twitter, Facebook and in the blogosphere, the more likely those very same people – and their respective networks – will pay attention to you.

As Liana Evans wrote here (Search Engine Watch, “How to Earn Respect in Social Media,” October 26, 2009)…

When delving into social communities, be humble, don’t shoot off your mouth, and don’t announce your arrival with ticker tape parades and bullhorns. No one likes a showoff or know-it-all.

3. Responsibility.  Ideally, a brand’s social media presence is akin to its eyes, ears and voice online. So, needless to say, the people both behind the scenes and on the front lines assume a great deal of responsibility.

Social media practitioners not only need to be accountable for the accuracy and quality of the content they disseminate, they also need to be able to exercise good judgment (often under tight deadline pressure). They need to pause before they post and always be mindful of the consequences — for better or worse — of their social media updates.

4. Fairness. From the get-go, what I’ve especially liked about social media is the fact that it levels the playing field among brands of all shapes and sizes. It’s an equal-opportunity environment in which those who are willing to work above and beyond will invariably come out on top.

It’s true. Whether you’re a sole proprietor or a multi-national conglomerate, the same rules of engagement apply.  It pays to be a good sport.

5. Caring. How can I demonstrate to others how much I care about them in 140 characters or less? What can I do to show my appreciation for my colleagues, contacts and constituents, those who are interested in what I have to say about my area of expertise? To what lengths can I go to provide assistance to those who need it? Those are just some of the questions you should be asking yourself before you dip your toes in the social media waters. After all, anyone who’s only in it for themselves will either get called out for being selfish or simply ignored in social media.

As I wrote here in my post, “The Cure for the Common Social Media Practitioner”…

Those who are most popular in social media are those who have the best “bedside manners,” the most engaging personalities.  They are amiable and congenial, generous and kind, people who are as good at listening as they are teaching, as humble and humorous as they are confident in their abilities.

6. Citizenship. I’ve always felt employees – whatever they do for work – should be encouraged, if not required, to contribute in some way, shape or form to the industries in which they earn their livelihood. To excel on the job is one thing. But, if you ask me, to share some of your time and expertise outside of the office is the real gauge of your character. That’s how you experience exponential growth as a person and professional.

Those who are active in social media are good corporate citizens, people who understand the value of being involved in the business world at large, opinion leaders and community builders who are looked up to and admired by a vast number of peers.

To learn more about “the six pillars of character,” click here.
To learn more about Michael Josephson, click here.
To learn more about the Josephson Institute, click here.

Bob Cargill is a copywriter, creative director and social media marketer who helps brands to strategize, develop and implement successful new marketing programs. He is available for hire (satisfaction guaranteed) — and for speaking engagements — now. To contact Bob, click here.

Bob Cargill Miscellaneous

With only so many days left until a new year is upon us, it’s only natural to want to take pause, look back and reflect on everything that’s transpired in 2009.

And what a year it’s been for those of us involved in social media and marketing. Change has been the only constant in the nature of what we do on the job.

Me? I’m a copywriter and direct marketer by trade, someone who’s earned his livelihood for well over 20 years helping brands to sell their products and services. And that hasn’t changed. But many of the strategies, tools and communications channels I’m using nowadays to help my clients achieve their goals are different.

Today, I find myself working with blogs, Twitter, Facebook, Linkedin, YouTube and the like much more than traditional marketing platforms such as direct mail, email and print. Not that the latter isn’t being used anymore. It’s just being used sparingly.

As I wrote here on this blog just a few months ago (in the post, Who Moved My Customers?)…

The cold, hard facts say that customers are simply not where they were as recently as the turn of this century. They’re not waiting for the mail, reading the newspaper, listening to the radio or watching TV. At least not very often.

Yes (as I added later on in that very same post)…

Your customers have moved (in more ways than one) and it’s up to you to find them, listen to them, converse with them and serve them.

And where they’ve moved, of course, is to the Internet, where marketers, advertisers and anyone else whose livelihoods depend on customer engagement have been moving, too (though, in my opinion, not nearly quickly enough).

With all that said, let’s get back to the matter at hand, the notion of looking in the rearview mirror and – in this case – listing the 30 best blog posts on social media out of the hundreds I’ve read in 2009, the ones I think were especially outstanding.

The 30 Best Blog Posts on Social Media I’ve Read in 2009*

1. What It Takes to Be a Social Media Agency (Part One) by Edward Boches on the Creativity Unbound Blog

2. What It Takes to Be a Social Media Agency (Part Two) by Edward Boches on the Creativity Unbound Blog

3. Five Digital Trends to Watch for 2009 by Steve Rubel on the Micro Persuasion Blog

4. Facebook & Twitter: If Everyone is Doing It, Should You Be Too? by Paul Chaney on The Social Media Handyman Blog

5. Direct Marketers Know More About Social Media Than You Think by Susan Hanshaw on the Inner Architect Blog

6. The Future of Marketing by Todd Defren on the PR-Squared Blog

7. Getting Social Media Approved by Your Boss by Geoff Livingston on The Buzz Bin Blog

8. Ghosts in the Blogosphere by Kel Kelly on the Kel Kelly Blog

9. The One Question to Ask Your Prospective Social Media Agency by David Meerman Scott on the Web Ink Now Blog

10. The 7 Harsh Realities of Social Media Marketing by Sonia Simone (Guest Post) on the Copyblogger Blog

11. Measuring Social Media Marketing by Chris Brogan on the Chris Brogan Blog

12. Social Media Philosophy by Gini Dietrich on the The Fight Against Destructive Spin Blog

13. 10 Things Social Media Can’t Do by B.L. Ochman on the What’s Next Blog

14. Creating Your Organization’s Social Media Strategy Map by Beth Kanter on Beth’s Blog: How Organizations Can Use Social Media To Achieve Mission

15. Do You Make These 10 Mistakes When You Blog? By Michael Hyatt on the Michael Hyatt Blog

16. The Social Media (R)evolution: Your Time is Now by Brian Solis on the PR2.0 Blog

17. The Who, What, Where, When, Why, and How of the 100 Ways to Measure Social Media by David Berkowitz on The Inside the Marketers Studio Blog

18. Advertising Will Change Forever by Josh Bernoff on the Groundswell Blog

19. Top Ten Reasons Why Your Content Marketing Strategy Fails by Valeria Maltoni on the Conversation Agent Blog

20. The Über-Connected Organization: A Mandate for 2010 by Jeanne C. Meister and Karie Willyerd on the Conversation Starter Blog

21. Six Social Media Trends for 2010 by David Armano on the Conversation Starter Blog

22. 20 Reasons Why You Should Blog Before You Twitter by Jeff Bullas on the Jeffbullas’s Blog

23. Social Media Needs Fewer Rockstars, and More Rockstar Ideas by Mack Collier on The Viral Garden Blog

24. Why Social Media Purists Won’t Last by Jason Falls on the Social Media Explorer Blog

25. The NEW American Dream: An Ongoing Conversation by John Cass and Aaron Strout on the PR Communications Blog

26. The Social Media Tug of War by Michelle Tripp on The BrandForward Blog

27. 5 Qualities of a Good Social Media Manager by Chris Nerney on the WebNewser Blog

28. Why Corporate Silos Are Strangling Social Media by Debbie Weil on the Debbie Weil Blog

29. The Microphone is Always On by Scott Monty on the Social Media Marketing Blog

30. It’s Time To Clobber Social Media by David Armano on the Logic + Emotion Blog

*These posts are listed in no particular order, by the way. And even though I feel strongly about my choices, I realize there are countless other posts that could be added to this list. These are just some of the best blog posts on social media I’ve read over the course of the last 12 months. What about you? If you were to put together such a list, which posts would be included on it? Please let me know by leaving a comment — with a link to the post — below. Thanks.

Bob Cargill Advertising, Blogging, Branding, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter Best Blog Posts

No matter how much I enjoy communicating with others online via Twitter, Facebook, LinkedIn, YouTube and other social media platforms (including this blog), I still think the most powerful connection you can make with someone is face to face.

I’ve always liked attending conferences, trade shows and networking events, making new friends and meeting new people, shaking hands and schmoozing.

I appreciate the camaraderie of being under the same roof with a group of like-minded professionals.

I take comfort in knowing that I’m not alone as a businessman and entrepreneur, that we’re all in this together, literally smack dab in the middle of the same basic search for new leads, new resources, new allies and new opportunities to succeed.

And if you ask me, there’s something very special about the exchange of business cards. It’s an age-old ritual, a tradition remarkably still alive given today’s relaxed code of conduct among networkers and the fact that we’re all so easy to find in this Internet day and age.

Yes, the printed business card may still live strong in this electronic era, but what’s on it has changed. Thanks to social media, there are a multitude of ways to reach people now, many of which should be included on people’s cards.

What’s on your business card? On the new ones I bought recently at VistaPrint, I included my home office address, my email address and my mobile phone number, of course. But I also added my Twitter handle and the URLs to my blog, my LinkedIn profile and my Facebook Fan Page.

Sure, that’s a lot of outposts and touch points (seven if you’re counting), but I want people to know that they can reach me in a number of different ways.

For the convenience of my network, I want to be omnipresent.

So the next time you order a new set of business cards, think carefully about what contact information you want to share with others. Your business card may be just a small piece of paper, but you can use it to make a very big impression and prompt those on the receiving end to follow you online.

Bob Cargill Advertising, Blogging, Branding, Facebook, LinkedIn, Marketing, Public Relations, Social Media, Twitter Business Cards

Blog Post on Video: The Black Door, Bravery and Social Media

Let me tell you a story.  It’s a parable that’s been around for a long time. It’s about a spy who had been captured and sentenced to death by a general of the Persian army. The general, however, permitted the condemned person to choose between the firing squad and the black door.  

As the moment of execution drew near, the general ordered the spy to be brought before him to receive the doomed man’s decision.  This was not an easy decision, and the prisoner hesitated, but soon he made it known that he preferred the firing squad.  Not long thereafter, a volley of shots in the courtyard announced the grim sentence had been fulfilled.  The general turned to his aide and said, “You see how it is with people; they will always prefer the known way to the unknown.  It is characteristic of people to be afraid of the undefined.  And yet I gave him his choice!”

“What lies behind the black door?” asked the aide.

“Freedom,” replied the general, “and I’ve known only a few men brave enough to take it.”

There are two messages to this story.  The first, of course, is that we will often choose the familiar, even if it is undesirable, over the unknown, which might represent a wonderful opportunity.  And second, that few people are brave enough to choose freedom.  

I’m not saying we should reject the familiar — not by any means.  But we should question the familiar.  Just because it is familiar doesn’t make it good, best or even the right thing to do.

Right now you are probably saying to yourself, “I would have chosen the black door.  I would have had nothing to lose; the firing squad was certain death.” But actually faced with the choice, would you really?  How many doors to freedom have we passed up during our lives – during our careers – because we tend to cling so fiercely to the familiar?

How many times have frightening events come about that later proved to be gainful?  Each of them was a black door through which we eventually passed to greater freedom. But at the time, we may have chosen to keep things as they were.

It’s good to remember that it is often those things we worry about and fear most that turn out to be blessings in disguise.    
      
I’m sure many of you might be reluctant to use social media for business…to blog, to tweet, to put up your own videos on YouTube and to build fan pages for your own organizations on Facebook.  But once you do all of that, will it not add greater freedom – not to mention what it will do for your brand visibility – to your professional lives?  For many of you, I’m sure, social media will open doors to once-in-a-lifetime marketing and sales opportunities.  

So I urge you, all of you, do not be afraid to choose the black door. Do not be afraid of social media.

This “blog post on video” was recorded on November 29, 2009 in Sudbury, MA. It’s an adaptation of a post I wrote on February 9, 2006 called “Instead of the Black Door, It’s a New Blog,” which you can read in its entirety here.

Bob Cargill is a copywriter, creative director and social media marketer who helps brands to strategize, develop and implement successful new marketing programs. He is available for hire (satisfaction guaranteed) — and for speaking engagements — now. To contact Bob, click here.

Bob Cargill Blogging, Facebook, Marketing, Social Media, Twitter Social Media

On November 17, 1996, I was happy to be featured on the front page of the Sunday Business section of the local daily newspaper, the Middlesex News, in an article about direct mail, my specialty at the time.

And on November 18, 2009, 13 years and one day later, I was fortunate to have an interview of me about social media appear in the same newspaper (which now goes by the name, The MetroWest Daily News).

Talk about an evolution.

Yes, I can’t tell you how excited I was to receive a phone call earlier in the month from Daily News editor and reporter, Jeff Adair, who asked me if I would be willing to answer a number of questions about my experience with social media. This interview was a great chance for me to put into words just how passionately I felt as a marketing professional about using blogs, Twitter, Facebook, LinkedIn and the like to connect and communicate with others.

Jeff asked me a number of excellent questions, one of which was if I thought social media was a fad. My answer…

There are naysayers and skeptics who think social media is a flash in the pan, but I beg to differ. I think social media usage will soon be more prevalent and pervasive than almost every other form of electronic communications, including checking e-mail and talking on the phone. It’ll be ubiquitous.

Jeff also asked me what I thought was the most effective social media tool. I said…

It would be difficult for me to recommend one social media tool over another. Depending on your objectives, each of them can be used to your advantage in some way, shape or form. Blogs are great for archiving quality content that can be distributed via other social media channels. The immediacy of Twitter can’t be beat. LinkedIn is essential for anyone in business. YouTube allows you to show off your personality. And Facebook, which is adding half a million users to its ranks every single day, is the whole package.

Altogether, Jeff’s questions were extremely well thought out and comprehensive, allowing me to cover a gamut of social media-related issues. So thank you, Jeff, for reaching out to me about what I’m doing today as a professional. I’m grateful for the opportunity.

To read ”Tapping Into Social Media,” Jeff Adair’s interview of Bob Cargill in The MetroWest Daily News on November 18, 2009, click here.

Bob Cargill Blogging, Facebook, LinkedIn, Social Media, Twitter Social Media

Given all the attention such social media channels as Twitter, LinkedIn, Facebook and YouTube have been getting lately, it’s easy to overlook the importance of having a good, old-fashioned blog as the cornerstone of your social media program.

Sure, other social media channels may be sexier (and, frankly, easier to manage), but a blog is typically where your more substantive content lives, where you’re going to earn the most respect for your willingness and ability to share your thoughts with others.

As I wrote here on this blog (”Why Advertising, Marketing and PR Pros Should Blog,” December 2004) nearly five years ago …

A blog is tailor-made for storing and managing your intellectual capital. It’s a centralized repository for experience and expertise, an incredibly easy way to disseminate key, timely information to an audience of readers who are already interested in what you have to offer.

And today, with so many other social media channels at your disposal, a blog can play an even bigger role, serving as fodder for many of your tweets, status updates and comments across the web.

So don’t forget the cornerstone of some of the best social media programs. Don’t forget to blog.

Recent, Related Posts Written by Others on Blogging and Blogs…

6 Excuses Why People And Companies Do Not Blog (Inner Architect)
The Top 10 Reasons Why Businesses Must Blog: Perception Is Reality (Inner Architect)
20 Reasons Why You Should Blog Before You Twitter (Jeffbullas’s Blog)
Is There Business Value From Blogging? (PR Communications)
The Secret To Building Relationships with B2B Bloggers: Commenting (Social Media B2B)
Rumors of the Death of Blogs are Greatly Exaggerated (PR 2.0)

My Three-Part Series on “Why Advertising, Marketing and PR Pros Should Blog” from December 2004…

Why Advertising, Marketing and PR Pros Should Blog, Part One
Why Advertising, Marketing and PR Pros Should Blog, Part Two
Why Advertising, Marketing and PR Pros Should Blog, Part Three

By the way, if you’re looking for someone to help you create and manage your own blog, Twitter account, Facebook Fan Page, etc., please don’t hesitate to contact me. I’m available for hire and my work is guaranteed. Thanks.

Bob Cargill Blogging, Facebook, LinkedIn, Marketing, Social Media, Twitter Blog, Blogging, Blogs

Ever since I joined Facebook in 2007, I’ve been using it more for business than personal reasons. But it wasn’t until earlier this week that I had a dedicated outpost on this phenomenally popular social networking platform where I could talk strictly about marketing, social media and everything else that I do for a living.

Yes, I can’t tell you how excited I am to finally have my own Facebook Fan Page for Cargill Creative, my business as an independent copywriter, creative director and social media marketer.

On my new Facebook Fan Page, I’ll be sharing links to great articles on the trends, topics, developments and issues that are on the minds of marketers today. I’ll also be importing the feeds to this blog, my YouTube channel and my Twitter stream, all of which will make it easy for fans to follow most of my social media activity in one central place.

Over time, my Fan Page will include anything and everything related to the business in which I earn my livelihood, including photos, videos, presentations and more.

Most important of all, of course, I’ll be using this page to interact with colleagues, clients and other like-minded business professionals, people who are interested in learning more from one another, people like you and me.

So if you haven’t already joined me there, please become a fan of Cargill Creative on Facebook today. I’ll do everything I can to make it worth your while. Promise.

By the way, if you’re looking for someone to help you create and manage your own Facebook Fan Page (not to mention a Twitter account, blog or any other social media/marketing-related program), please don’t hesitate to contact me. I’m available for hire and my work is guaranteed. Thanks.

Bob Cargill Blogging, Facebook, Social Media, Twitter Cargill Creative, Facebook Fan Page