Social Media Brat

On a recent trip to my local-area Target to buy a couple of new light bulbs for my apartment, I was taught a valuable lesson in User Experience. I needed a few other items and, since I knew their location, picked them up first. I then began to peruse the store in a slowly increasing panic I hadn’t experienced in Target since I had to shop alone for my 4-year-old niece. I began by searching the obvious places—lamps, home improvement, home décor…nothing. I could’ve asked an employee, but everyone knows it’s illegal for a man to ask for help. I finally found the light bulbs sandwiched between the pet food and cosmetics.
That’s when it hit me: This is a poor user experience (UX) come to life. I’m not upset with Target since I can’t imagine that light bulb placement is at the forefront of their board meetings. I’m glad they have the selection they do, but how does this placement make sense? Have you ever visited a website and searched endlessly without finding what you needed? It’s frustrating, not unlike finding light bulbs in Target. And it happens for the same reason: No one thinks to send someone to the site with a specific product in mind. No one takes the time to test; they only take the time to stock.
So what’s the lesson? Start with the goal and move backward. It’s great that you make it easy for people to order your widget, but also make it easy for them to research it, read reviews, locate sale terms, and calculate shipping costs. Remember that a “Call To Action” isn’t always about the filet mignon in the window, sometimes it’s just finding the light bulbs.

There is no chance that small business will become less competitive. Especially now, we see an upward trend of start-ups gaining capital and taking their shot at success, so small businesses need to stretch further than ever to stand out. As a free tool, social media is naturally an attractive choice. The tendency for a restaurant, bar, or sports venue to rapid-fire across social networks with feel-good messages and upcoming promotions is a natural fit.

But what about a Laundromat? What should they say on Twitter? Do they even need Twitter? In the gilded age of shiny social toys, we forget that there are businesses out there that aren’t exactly “social” by design. If you’re one of these scrap metal dealers or local hardware store owners who feels run over by the social media truck, here are five tips to help you determine if you need to should climb aboard, and if so, how to get started:

1. Do your competitors use it?  The first request of small business owners looking for a social strategy is to make a list of their five biggest competitors. But remember, just because your competitors aren’t using it, doesn’t mean you shouldn’t  It could end up being your point of differentiation.
2. Do your customers use it? The second question is always about their customers. You should always know your biggest customers, no matter what your business. Take a look at what social sites your customers use and how, and you’ll see the best way to engage.
3. Ego-search. If you’ve made it this far, both your clients and customers use social networks, so it’s time to dive in. Perform searches for your company on the social sites you plan to embrace. Sites like Google and search.twitter.com serve a dual purpose: It’ll let you know what’s being said about your business, and it can give you an idea of how your business is perceived in the market.
4. Start slow. Fight the urge to set up a Facebook page, Pinterest board, Twitter handle, etc. all in one afternoon. Remember that social sites are like puppies: For every one you bring home, you have to feed it, maintain it, and train it to behave.
5. Plan 3 months of content. Whichever social sites you decide to embrace, build out a content calendar for about three months-worth of content before you get started. Decide how often you’re going to post, what type of content you’ll post, and what success will look like. Leave placeholders for some cool stuff you’ll want to post or for content from your customers. Stay consistent and positive; really focus on what your customers want to read.

The important thing to remember is that not every business that is social needs social media and not every non-social business should avoid it. The rules of business haven’t changed, just the options.

This is a Harley-Davidson© Fat Boy™, which is far more awesome than anything else that’s fat, hence why its here.

Since the first time a caveman drew a picture on the wall and another caveman stopped to take a look at it, mankind has been a consumer of content. Today we call ourselves “consumers” of pretty much everything and anything we can get ahold of in terms of online content. As someone who makes their living from creating content, this is good for me (thanks, by the way). Which may make what I’m about to tell you seem like blasphemy.

You and I are content-fat. We consistently snack on unhealthy story bits, which are mostly variations of a singular theme. We gobble up the latest social/digital/self-help/dime-store deity schmuck’s pandered 160-page novella explaining the best way to create and pander a 160-page novella of your own. Here’s the truth: many of these “geniuses” don’t want you to be a successful similar genius lest you overtake them. They want to create a carbon copy of them which is just a bit dumber. You are too smart for that.

Simplify. Go on a content diet. Since no one but you has your best content interests at heart, be more selective about what you read. This doesn’t apply just to books; this applies across all streams of media. Be pickier about the blogs you read, the books you read, the RSS feeds you grab…all of it. We choose our customer meetings carefully to best use our time, why not our content? Focusing on consuming content that teaches you something real, you’re building up a six-pack of brain abs that may not show on the beach, but it will sparkle in the boardroom. Now go build a gym in your mind, you crazy kids.

Whether you think I’m right or wrong, I want to hear from you. The comments are yours!

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