Best Practices of Blogging

Best practices of blogging is enhancing the reader’s experience.  This is best done by using the tools available when creating a new post.

The Add Media tab allows you to add an image into the post—photo, video, or files:

SM Word press example add media

The Add Media image in the left hand corner allows the blogger to upload media from the computer, drop box, media library files, Tweets, Youtube videos or URL.

WordPress also allows you to add a poll to your post.  This is useful to survey or sample public opinions on any issue you want outside opinion on.

The add contact form is useful to stay in touch with your readers.

Below are tabs that are already familiar.  For example, bold, underline and alignment tabs.  While the paragraph tab is familiar, its a good idea to use it to enhance the page.  For examples:

Free Writing

The future of research is reading everything before it get pressed–meaning before the creator presses the send, publish, or view bottoms. I believe that this type of research is another level of our social language that can be beneficial to us in many ways.

The point is before the creator presses the publish or send button is a benefit to read what gets edited.  As in what gets moved, inserted deleted, and revised.

Focused Writing

Why?

Who benefits?

Large corporations, useful for language.  Advertisers, PR, Sales/Business.

Value?

Learn to deconstruct people’s thoughts.

Good for job functions, the more complex job functions will benefit the most.

It all starts with an idea and suspecting that the idea has value, free write, read and learn if the thoughts are useful–free writing.

Another benefit is researchers will learn about how people manage aggression for example, fear levels, reflective thoughts, etc.

How did this idea of revision research start in my mind? It came when I began to think about what big companies like Google have on me.  My question is with all these technologies, do they really know me?

Then I thought, to know me is to read my thoughts as I write an e-mail for example and before I push the send button.

Conclusion

Feynman says, values today might not the same values in the future. Today what might be construed as aggression, might be what’s valued in the future work place for example.

The quotation feature turns any selected text into a block quote format:

Helen, thy beauty is to me/Like those Nicéan barks of yore,/That gently, o’er a perfumed sea,/The weary, way-worn wandered bore/To his own native shore. (Poe, To Helen)

Adding a video link in a post is always a good idea.  Check out Michael Fertik’s  YouTube video on the BP Oil Spill in the Gulf of Mexico in 2010.

SM Word press example link tab

To add video, I highlighted his name and press on the link button shown in the image above on the left.  The one on the right is to unlink the image.  You need to highlight the image in order to activate the use of the link.

But to insert a video, set the cursor where you want the video to go, then go to add a video and paste the URL in to the box that says, URL, then add a title in the second box.

 

To add more tags:

SM Word press example tags

For greater reach and variety of topics to your post use the insert more tag.

The following two tabs are equally as important as the ones we have covered thus far:

Remember now, go to Add Media, then upload files, then select files to get to the image which I have saved on my computer:

SM Word press example free space and kitchen sink tabs

The first is the Distraction free writing mode. The title speaks for itself.

The latter is Shows and hides the kitchen sink which provides other useful tools seen below.  Be sure to check out the Insert custom characters tab as well.

SM Word press example 3rd row

The Public Relations Team Should Manage the Social Media Team

An opinion

SM management team should mainly fall into the public relations (PR) responsibilities.  The responsibility of the SM management team is to facilitate PR job functions and train the sales team on how to incorporate SM into the sales person’s job functions.

The PR is the fact checkers, the reputation controller, and the representation of the company.  Those skills should be valued in all kind of situations that the company is faced with.  They are the ones that will teach the sales person and the SM marketers the value of the company, so that they, the sales person and the SM marketers can begin to integrate company values with SM values.

The sales management force is responsible for selling a company’s product(s).  According to the Encyclopedia of Small Business Management (SBM), sales management involves having a plan, implementing that plan, managing the functions and recruiting the right sales staff, “the sales manager for a small business would likely decide how many sales people to employ, how best to select and train them, what sort of compensation and incentives to use to motivate them, what type of presentation they should make, and how the sales function should be structured for maximum contact with customers” (p. 993).

One way to maximize contact with customers on SM is having the sales team interacting with customers to help them with decision making, distinguish between products, and create genuine dialog.

This will require training from not only the sales management techniques and SM knowledge of communicating with the customer both in content and technology, but the good content that SM demand is found not only in digital capabilities, but the PR department whose job it is to manage information, their knowledge is the best department to give the responsibilities to overseeing SM future, simply because they are already trained to be responsible for representing the company both internally and externally. They communicate with the employees, the outside public, and the higher ups in the form of stake holders and regulatory laws.

PR represents perception in multiple areas, SM marketers represent training internal bodies to represent the company, and keep the customer happy, and Sales Staff represents the exchange between clients and the company.  The PR department only needs to incorporate another media, SM and adapting to their way of communication.  Of the concerns of creating great content, learning company policies, providing two ways channels of communications with the pubic are done best by the PR department.

Cinthia Costa, an Advertising professional in her response to, What Makes a Successful Social Media Marketing Team agrees that SM “should represent the team work of PR professionals, Customer Services and Account Managers.”

I agree that the three should be heavily involved in the planning and executing of a good business plan.  By the responsibilities of the SM marketing should fall under the PR.

Similarly the SM marketer job is concerned with keeping their customers happy in real time and this is accomplished by training all companies’ employees how to engage with the customer using SM rules of engagement and tools.

According to the Encyclopedia of Small Business, Marketing is the implementation of the marketing concept to each and everyone of the company’s employees: From top management to the sales staff, “the customers’ needs, wants and satisfaction should always be foremost in every manager and employees’ mind” (p.558).  The Encyclopedia of Public Relations describes the responsibilities of the marketing department to:

Make and keep customers…Thus, in reality, it is impossible to separate marketing…every employee is both a salesperson and a goodwill ambassador for your business.  In fact, to your customer, he or she is your business.  Therefore, you have to view marketing as a process with three major functions:…identifying, influencing and servicing customer counts, brand building, and loyalty. (p. 507)

The essay also highlights that marketing has a variety of tasks such as, “research[ing], positioning, packaging, differentiating pricing, promot[ing], calendar[ing], budgeting, and analyz[ing]—all of which serve the purpose of increasing customer count, that is, making and keeping customers” (507).  Like the sales person, the SM marketers are similar in that their main focus is to find, keep and service the customer; as well as training the entire company how to deal with the SM customers.

However, while PR functions, similarly deal with internal and external concerns, they are the ones that will teach the sales person and the SM marketers the value of the company, so that they, the sales person and the SM marketers can begin to integrate company values with SM values.

Everyday Finance describes the public relations (PR) department as the department that provides information about the company or public information about other organization.  The purpose of this communication between the PR department and the public is to protect the reputation of the company.  It requires also that the company provides a two way communication that allows the public to respond and interact with the company’s messages.  PR, “is both a science and an art: It involves delivering accurate, consistent, and timely messages as well as conveying the right message to the right audience” (p. 619).

The focus of PR involves various areas: working with the media and ‘news outlets’ to influence reputation, participating with the community in sponsoring local events, projects, improvements, communicating with government regulatory groups, industry analysts, and investors, to trade relations dealing with industry relation.

If the advice is to integrate SM into the functions of all areas of the business, then it only makes sense to have the people who have experience with both internal and external relations on multiple levels to be the one to oversee the management of SM.  The PR team should manage the SM team.

Work Cited Page

Knutson, Bonnie.  (2005). Marketing .  Encyclopedia of Public Relations: Gale Virtual Reference Library.Vol. 2.       www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX3439100267&v=2.1&u=lehman_main&it=r      &p=GVRL&sw=w&asid=14f1beaee8ae3cf1106959176cc13dd 

Odden, L.  (2010) What Makes a Successful Social Media Marketing Team?   Retrieve from                                          http://www.toprankblog.com/2010/11/social-media-marketing -team/

Marketing Concept and Philosophy.”  (2009) Encyclopedia of Management: Gale Virtual Reference Library. Retrieved from www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX3273100181&v=2.1&u=lehman_main&it=r      &p=GVRL&sw=w&asid=38ec37d0e6fb45f81b2dfc014158cead  

“Public Relations.” (2008).  Everyday Finance: Economics, Personal Money Management, and Entrepreneurship: Gale Virtual Reference Library.                                                                                  www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX2830600273&v=2.1&v=2.1&u=lehman_ma      in&it=r&p=GVRL&sw=w&asid=bf7a9725ec72b059ba930344817e655f  

  “Sales Management.” Encyclopedia of Small Business: Gale Virtual Reference Library.  Retrieved from       www.http://go.galegroup.com/ps/i.do?id=GALE%7CCX2687200518&v=2.1&u=lehman_main&it=r      &p=GVRL&sw=w&asid=f7f9cb150f27ed54bdd6f292d9504d28   

Facebook Mobile App for Marketing

Facebook mobile app is useful to draw business in your direction.  At the convenience of your business, FB apps are already installed on Smart phones or easily downloadable from the phone in seconds. More than half of US residents own smart phones and are engaging with FB on a daily basis (Turner).

FB has made changes to enhance the mobile experience with its brand in two ways:

First, FB has introduced native ads to its list of products.  It allows businesses to target customers on their mobile devices in ads like appeal.  According to Turner, FB purpose is to “be slightly more appealing” (p. 2) to the mobile customer.   An a consumer society appreciate packaging.  Native ads is appealing to traditional consumers’ that still has an appreciation for presentation and packaging.

The second way in which FB app is useful to the business owner is seen in FB recent changes in the way they determine content value, “with Story Bump, Facebook no longer ranks content based on assumed preference.  Instead, while stories with lots of positive feedback (likes, comments and shares) are re-prioritized near the top, the order is largely chronological” (Turner, p. 1).  This is an opportunity for the seller to create great content that shoppers’ value.  Sellers can contact individual FB users privately and create dynamic deals they can’t resist. Or do a call for action that states a deadline to act upon a deal.  Or simply, provide an extra product with purchase of sale.  Moreover, you can also use these individual ways of communicating with customers on FB to do surveys, while rewarding them—mutual benefit.

The point is to create a reward system, because SM users value award and reward systems. And it is important that you provide products that your FB friends are interested in (Mershon).

Recently in the headline FB announced changes to FB like buttons, “Facebook has ‘made it easy for you to include the Like and Share buttons side by side and the Share button by itself” (King, p. 1).  The Like is an option; as well as the Share button, but so is there a button combining the two responses, Like + Share by itself.

For merchants using FB, like is static and share requires further reading from your analysis charts (which I recommend that you scrutinize to identify valuable data), but Like + Share is definitive, yet not definitely a sale and also require analytic data to deconstruct movements.

This distinction speaks to the seller’s reward strategy.

In the past, FB measured content based on assumed preference” (Turner, p. 1). Today, the like button determines which content stays at the top of the newsfeed.  This is the seller’s opportunity to create good content.

 

Work Cited Page

Alltop Social Media Marketing: Facebook Tips and Tricks: A small collection of some great things you can do with your Facebook account.  Retrieved at http://social-media.alltop.com/

King, C.  (Nov. 9, 2013).  Facebook Changes Like Buttons: This Week in Social Media. Social Media Examiner.com.  www.socialmediaexaminer.com/

Research.  Social Media Examiner. www.socialmediaexaminer.com/9-reasons-why-your content-is-not-  shared-on-social-networks-new-research/

Turner, J.  (Dec. 1, 2013).  6 Powerful Ways to Improve Your Social Mobile Marketing.  Social Media Examiner.com.  http://www.socialmediaexaminer.com/mobile-social-for-business/

CRM Potential Gaps or Pitfalls

One potential pitfall or gap facing social client relationship management (CRM) initiatives is finding the manager or management team, who can interpret, create a strategy, and move into an advantage position, “Ideally, the vendor would then work with the enterprise as a partner to provide them with CRM technology and promise that it will solve their problems” (Baker, 25).
But businesses are finding that vendors tend to rely more upon the technology and rely less on making sense of the data. This infers that the responsibility of reading real time data is one, the responsibility the business owner and not of the CRM vendors, because they tend to think the machine will solve all the problems. As a result, businesses “in finding the right CRM vendor, companies must go through a process of due diligence to select a vendor that will work with them…ideally, the vendor would then work with the enterprise as a partner to provide it with a customized solution” (Baker, 25).
All this information that is being collected needs to be read and analyzed. All those designated individuals reporting back on their experiences in the company, or performing individual duties need someone to deconstruct and react meaningfully to the information to further benefit the business. A pitfall for businesses is to believe that customer satisfaction is a correct assessment of their CRM data.
Jennifer Burnham in her article, “What is CRM” defines CRM as the platform that allow a business to manage business relations and data information associated with customers and prospective activity, “You start to manage a myriad of connections, across time, within each company you do business with. You need to share information across various teams within your own organization who are making contact with the same customers” (1). CRM is the coordination of monitoring communication with customer and employees, its building a picture of the type of customers a business is attracting and improving decision making and planning, its about maintain content, and maintaining data used in regulatory laws of privacy & data access (Brown). “In reality, companies have complained that CRM vendors often simply provide them with CRM technology and promise that it will solve their problems” (Baker, p. 25).
“Customer Relation Management is about a process and execution, not just about software…” (Brad Hodson commenter on Burnham’s blog). CRM is like a journal, the place where a business, “collect your precious business data in one place, make it accessible via the cloud, and free up time to focus on delighting customers rather than letting valuable insights and information fall through the cracks” (Burnham).
This kind of comprehensive convergence of information consisting of various skills sets and hierarchy need an interpreter, a reader. Because at the end of the day the business owner has to ask him or herself, what does all this information mean?
In my opinion, that person doing the interpretation and reading has to be able to report now just on external activities, like the customers, but also be able to read behavior and recommend changes to benefit the company. This person must be able to read not just language, ambiguity, tone—but also read visual images. This person must possess diverse skill sets and knowledge. From technical, to managerial, to writing, marketing, etc. Moreover, the objective is to find someone that can synthesize the reports and findings.
Other solutions posit to avoid the pitfalls of CRM, “Perhaps the biggest cause of CRM project failures is not the technology, but the lack of a clear-cut business plan that includes a method for measuring the success of a CRM solution” (Fundukian, p. 161). This requires both Alpha and Bata testing.

Work Cited Page

Baker, D. (Ed.). (2003). Customer Relationship Management: How To Topic in E-Commerce/Directory of E-Commerce Associations, Consultants, and Other Organization. Gale E-Commerce Sourcebook. 1, 25-27. www.http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort

Burnham, J. (2013, Jan 4). What is CRM [Web log post]. Retrieved from www.http://blogs.salesforce.com/company/2013/01/what-is-crm-your-business-nerve-center.html

Fundukian, L. (Ed.). (2012). Customer Relationship Management (CRM). Gale Encyclopedia of E- Commerce, 1:2, 160-162. www.http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=

Brown, T. (2012, April 30). CRM and CMS What is the Difference? [Weblog post]. Retrieved from http://www.quickstepit.net/crm-and-website-cms-difference/

Traditional Marketing Adpating to Social Media Marketing

10/3/13
Discuss the current state of social media within your industry. What tools does your industry use or should use to improve their standings in the social media environment?
I think it’s appropriate to say, in the future, when referring to the marketing industry, social media will be integrated fully into the marketing mix, “How will social media (SM) marketing be perceived in the future? Will ‘social media’ always be in a category of its own or will…” (SNHU, p. 1) Currently the marketing industry is slowly but surely evolving to integrate traditional with SM marketing with the aid of industry experts. Experts are teaching marketers that instead of partnering with other companies, partner with individual consumers and SM marketing technology experts. By this I mean, traditional marketing skills are required when marketing to SM consumers.
Traditional marketers are still finding it difficult to integrate SM marketing into their marketing mix, Traditional marketing mix requirements metrics, results, and time-tested campaigns. They would include “practices such as channel, partner and customer events, global product launch processes, and other field marketing tactics” (SNHU, p. 1). Marketers are finding it difficult to transition into the world of SM for several reasons, but a lack of skilled SM marketers is one, (Watson Helsby Report), another, also highlighted by the report and what is referred to as the additional “P” to the marketing mix: Product, Price, Promotion, Placement, People (Cecere). Traditional marketers are finding it difficult to modify their skill sets to include People aspect of the social in SM marketing.
SM marketing requires new skill sets of digital marketing such as e-mail, blogging, and video, but they also require putting the consumer first, by listening and giving them content that they value with the tools that they use to communicate. Consumers want smartphones and applications that let them share with their community on decision making. Consumers value functionality in their products such as Smirroff Vodka’s Mixhibit application which allows users to take images such as facebook posts and photos and turn them into a video. Or Wet Seal’s Virtual Runway (Assignment post 6:1):
Wet Seal’s Virtual Runway users share outfits, get instant feedback on best look, and experience social dynamic, such as an extension of buying experience, in store shoppers can scan item’s tag at a kiosk or use their smart phone application (Cecere) and create virtual outfits that are posted to their FB wall for friends to see and help in the decision making via the “like” button (Zimmerman).
Consumers also want exclusive deals and marketers will have to begin to listen and provide individualized services to each consumer (Cecere). On the other end of the spectrum of SM, is the tools and methods that businesses need to reach their customers, “social networking sites, microblogs, and online forums are all applications use in social media. But those personal features such as direct message, chat, and personal customer service and research functions that SM platforms use are also tools that marketers can use to reach consumers. The goal is to reach a large number of people in effective, personable ways, at a low cost to the business (Ed. Virgil L. Burton, III, p.1172). But the social networking tools and IT department are just part of what our industry needs, Traditional marketer need apply their current knowledge of marketing to reach this exclusivity that consumers are demanding more and more. This makes packaging just as important, instead they want it delivered not just in magazines, t.v. traditional media, such as bill boards, but consumers, with the advent of iPhone and functional applications want it in the form of short video clips today.

Bibliography
Cecere, Lora. (November 1, 2010) The Rise of Social Commerce: A Trail Guide for the Social Commerce Pioneer. Altimeter. http://www.slideshare.net/loracecere/rise-of- ocialcommercefinal?from=embed#
Dishman, Lydia. Smirroff’s “Mixhibit” App is a Heady Cocktail that Mixes Social Utility with Branding. Fast Company Create. Retrieved from http://www.fastcocreate.com/1682594/smirnoffs-mixhibit-app-is-a-heady-cocktail-that- mixes-social-utility-with-branding
Ed. Virgil L. Burton, III. Ed. (2011). Social Media, Communication Tools. Encyclopedia of Small Business, Vol. 2. 1174-77. http://go.galegroup.com/ps/retrieve.do?sgHitCountType=None&sort=RELEVANCE&in
Module 6: Social Media Landscape: MKT 555 Module six. (2013). Southern New Hampshire University. Retrieve from http://www.bb.snhu.edu/bbcswebdav/pid-1135238-dt-content- rid-1123778_1/courses/MKT-555 3TW1MASTER/MKT_555_Module%20Two%20Overview.pdf.
The Watson Helsby Reports. (2010). Digital Communications and Social Media: The challenges facing the PR industry. United Kingdom: London. Watson Helsby. http://www.scribd.com/doc/31722606/Digital-Communications-and-Social-Media-the- Challenges-Facing-the-PR-Industry