connecting the dots

connecting the piecesMy warped mind will often make a connection between two or more totally unrelated things.  I figure these episodes represent either flashes of incredible insight or proof I belong in a rubber-walled room with no windows.   As I can't judge the difference, I usually keep these musings to myself  (for 'tis better to be thought a fool than to open your mouth and remove all doubt).  Today, however, I am compelled to share some recent "episodes."   I'm convinced there's a valuable lesson hidden in here somewhere.  Perhaps I'll be inspired by the time I finish organizing my thoughts.

act I - search optimization strategies and social media diarrhea

I haven't written a blog post since the beginning of last month.  Search ranking gurus would declare this a failure.  Neglect to churn out fresh content, and your site will dive in search rankings.  The lower your ranking, the less likely those searching on the internet for your kind of products, services or expertise will stumble upon you.  These experts are right.

If you've read this far, here comes your first (and perhaps only) pay-off.  Late last week, a neighbor and friend (Kel Kelly) wrote an awesome blog post about social media diarrhea.  Kel has forgotten more about effective branding, communications and marketing than many of her colleagues will learn in a lifetime.  Her post has nothing to do with search ranking strategies, however.  It has everything to do with what she achieves for her clients :: being seen, heard,  and understood.   

What a business needs to do to assure its message gets heard above the noise doesn't always harmonize with what it needs to do to assure high search result rankings.   Smaller organizations, especially those relying upon outside vendors, often lack the ability to identify these kinds of connections across separate but related strategies.   When you get right down to it, so do many larger organizations.   Make your business one of the few that can tie these kinds of things together, and you'll have a leg up on your competition.

act II - groupthink

I recently had the "pleasure" of observing my town planning board in action.   Staffed by volunteers (elected positions), this board had just imposed a fine against a fellow resident for failing to secure the town's prior review (and permit) before cutting down an allegedly diseased tree on his property.   One issue that apparently arose during the hearing was whether this resident was even aware of the local regulation and process that ultimately led to this fine.

One of the board members called into question the veracity of the resident's purported "ignorance."  She was adamant that the designation making this resident's property subject to the regulation at issue is constantly publicized in local news stories and related outlets.  She claimed it is widely known and recognized among our fellow townsfolk.

Now I have lived in this town for almost 20 years.  I have served in town government for half this time.  As local government goes, I am probably more "plugged in" than most.  I do not recall ever having encountered the purported publicity suggested by this board member, nor was I aware the designation she claimed is so widely known applied to the street on which this resident's property was located.  None of her colleagues challenged or questioned the vailidity of her statements.  A vote was taken shortly after her comments, and a substantial fine was imposed.

Following this proceeding, there was a general discussion regarding policy.  The same member I describe above called for expanding the regulation throughout the entire town, thereby eliminating any confusion over which sections of town are subject to this process.  I'm still trying to recognize and understand the significant public interest at issue that warrants such an intrusion on individual property rights.   Though some of her colleagues remarked this may not be the best solution, the group dynamic was one of acceptance and acquiescense to a colleague's perspective rather than of testing and questioning.

Having witnessed all of this, I started thinking about the negative consequences of such "groupthink."  Wikipedia provides a  good description of this phenomenon:          

...Groupthink is a type of thought exhibited by group members who try to minimize conflict and reach consensus without critically testing, analyzing, and evaluating ideas. Individual creativity, uniqueness, and independent thinking are lost in the pursuit of group cohesiveness, as are the advantages of reasonable balance in choice and thought that might normally be obtained by making decisions as a group.  During groupthink, members of the group avoid promoting viewpoints outside the comfort zone of consensus thinking. A variety of motives for this may exist such as a desire to avoid being seen as foolish, or a desire to avoid embarrassing or angering other members of the group. Groupthink may cause groups to make hasty, irrational decisions, where individual doubts are set aside, for fear of upsetting the group’s balance...

It struck me this phenomenon must be rampant throughout most organizations.  When we're part of the process, it's especially difficult to recognize.  After all, we're acting instinctually when this occurs.  How many flawed processes and decisions are perpetuated because of these natural forces?

epilogue

So, what's the connection among all these things?  I'm pretty sure it has something to do with the need to challenge convention and connecting everything you're working on in order to truly stand out and be successful.  At least that's my story, and I'm sticking to it for now.  What do you think?

social media ROI :: our ongoing experiment

Social media platforms represent a tremendous opportunity for small and micro businesses to leverage some critical business efforts :: 1) they can help create a compelling communication of your unique value in the marketplace, 2) they can help develop meaningful connections with your customers [both potential and actual], and 3) they can expand your communications reach to a larger portion of your target audience.   Though shared by many, my beliefs on this issue are primarily driven by instinct. 

Like any good entrepreneur, I trust my instincts.  As a lawyer and a software engineer, however, I also trust in analysis and testing.  Knowing which efforts will yield the greatest results is critical to being competitive.  This is why "return on investment" (ROI) is no longer a term applied solely in the financial world.  

There are a handful of important business activities that lack specific, measurable objectives (public relations and networking quickly come to mind).  Social media is no different.   As a small or microbusiness leader, how do you determine whether your time and effort is well spent?    I decided to try and answer this question by launching a totally unplanned, "seat-of-the-pants" social media presence for my own business. 

step 1 :: warnings & disclaimers

If you've ever seen the show "Mythbusters," then you're familiar with their clever warnings about "do not try this at home."  They basically say that as trained professionals they know how to stay out of trouble.  Well, the same thing sort of applies here.

I would never advise a business to start "playing around with social media" like I have without first having some sort of a strategic communications plan in place.  Social media should always be just one piece of your overall marketing communications efforts.  If you're not choreographing what you say, how you say it, and where you say it, you stand a good chance of having your message diluted or otherwise lost in the noise.   Trust me, you don't want to have to devote time or energy to "cleaning up" the fallout from a scattered approach.  'Nuff said.

step 2 :: "investment" & expectations  

One of the attractions to performing this experiment is that it would add value to the time I was going to spend on social media platforms anyway.   I probably spend an average of 1 hour per day participating on such platforms for personal pleasure.  That's probably a good target investment for business purposes, too.  Consequently, to keep this experiment within the realm of the "real world," I have limited the "extra" time I spend on this experiment to no more than 1-2 hours per week.  

Insight # 1 :: by making a slight adjustment to activities I was already engaged in, I expected to create a positive impact upon my business.  This is called "leverage,"  and creating these kinds of opportunities for yourself is a critical skill for any small or microbusiness owner.  

With any experiment, it's important to establish some benchmark expectations.  I faced a unique challenge here.  Although we've been around for several years, Main Street Ventures was born by accident.  I started a small "main street" business with partners in 2003.  After selling that company I was asked to help guide a couple of other small businesses through a variety of challenges.  Each shared a common problem :: how to complete a wide variety of critical needs taken care of using the limited time and money at their disposal.   I started leveraging my personal resources and professional network to make a difference.  The rest (as they say) is history.  

Because we've only recently started to begin developing a vision and a brand, our social media objectives are quite modest :: while using our website and social media platforms as a virtual sandbox, I wanted to develop a core following of affiliated experts and entrepreneurs that could help us add value to the type of services we're trying to create for "main street" businesses.   Our goal :: create an inter-related communications channels that extended to no fewer than 500 people within 4 months of starting our efforts.  There's one other consideration we've tried to keep in mind, and that's "Search Engine Optimization."   Though we aren't at the point of identifying specific terms or phrases we'd like our company to be associated with, there are definitely some keywords we'd like to build our identity around.  For this reason, we've tried to be mindful of our basic positioning throughout this process without devoting a whole lot of attention or effort to true "optimization."

step 3 :: what we've done so far

Before beginning this experiment, Main Street Ventures had no presence within any social media platform.  The company maintained a home-grown blog on its website, publishing perhaps 1 new article per month.   I had a personal presence on Facebook (for social connections) and LinkedIn (for business networking).   There is minimal ovelap between my Facebook friends and my LinkedIn business connections.  One of the first things I tackled was to establish a presence for Main Street Ventures on Twitter.  Our first (and really lame) post was made on February 20th, 2009. 

Although this article is about social media ROI, I'd be committing a huge disservice if I didn't disclose that we've devoted a fair amount of attention to pulling together a strategic communications  plan since beginning this experiment.  We're still refining our work in this arena.  Because we are a boutique firm whose identity is closely associated with its principals, we began making efforts to more closely align our "personal" branding with that of the company.   Though our personal presence on social media platforms remains separate and distinct from that of Main Street Ventures, there is now more of a connection between the two.  So with this backdrop in place, here's a quick overview of how we've been spending our 7-9 hours per week on social media:

  • Created some google alerts to provide a quick source of interesting news items, blogs and other material we could scan on a daily basis.  This becomes our muse for Tweets and blog articles.
  • Committed to writing more regular blog articles (increasing average to 1 or 2 per week).  Working on developing guest blogger appearances.
  • Try to tweet relevant and interesting info no less than once per day.  Try to limit daily tweets to 4 or 5 (this is probably considered very light for most users, but I'm hoping to verify that a high "signal to noise" ratio makes a difference over the long haul).
  • Added a Twitter feed to our website (it's all about fostering connections).
  • Listed ourselves in a couple of Twitter directories that are in beta.
  • Added a Facebook page for our company (probably not the best use of our resources, but we'll probably experiment some more with this over time).
  • Moved our blog off of our proprietary platform to WordPress.com  We'll eventually need to adjust the domain name (so the reflected URL is mainstreetventures.com), but felt the platform move was more critical at this time (this opened up our ability to start listing / promoting blog through sites such as Technorati, etc.)
  • Started using some nifty tools out there to "measure" differences in our exposure over time (grader and twitalyzer are 2 we like.  Neither necessarily paints the "truth," but they at least measure some relevant data points that allow you to better analyze some degree of "cause and effect.")

how we're doing

We're just over 2 months into this experiment.  Without really "working" it, we've enhanced the visibility of our overall web presence significantly (based on search engine queries and results from various analysis tools).   Surprisingly, the company has organically acquired about 70 Twitter followers, the vast majority of whom are entirely new connections for us.  I suspect we could have a significantly higher  "following" if we searched out and started following other users, but I prefer to see where this approach takes us for now. 

On average, about 15-20% of our Twitter followers click on links contained within our Tweets.  This suggests a good start for actual engagement.  We need to work some more on building the quality of our conversations and relationships from these efforts, but overall I'm pleasantly surprised by what we've accomplished given the "seat-of-the-pants" nature of this experiment.  It remains to be seen how the relationships we're building translate into enhanced capabilities or new revenue opportunities, but I consider this is a "long-tail" effort whose real value is not always going to be immediately identifiable.

Though results remain difficult to quantify, this little experiment has provided me with enough data points to comfortably continue trusting my instincts.   Perhaps in time we'll engage in a more measured approach from the outset, such as the one described by Tim Ferriss in his recent blog post.

What insights have you gained on the ROI of social media activities for your business?  We'd love to hear...

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