There’s no doubt that the topic of how schools and the educational system should handle the use Facebook and other forms of social networking by students, teachers, school faculty and staff is highly controversial.  Unfortunately, as schools move forward to address this topic, it’s most often reactive… meaning that it’s discussed and addressed AFTER something happens… and then it’s generally “the blind leading the blind” which will inevitably backfire and, more than likely, lead to lengthy legal battles, ACLU involvement, etc…  Considerations include:

• School guidelines, policies, procedures, and best practices
• Responsibility – parents vs. teachers, faculty, and school staff
• Concerns regarding cyber-bullying
• Legal issues such as freedom of speech, privacy, and first amendment rights
• On-campus vs. off campus issues
• School related events vs. non-school related events
• Appropriate and inappropriate connections and relationships
• and there are more…

I can’t address all of these issues in a single article as there’s so much involved with each one.  Today, I’m going to provide a simple solution for the “appropriate and inappropriate connections and relationships” as it pertains to Facebook.  Of course, it’s important to note that this should be part of a well thought out and documented plan, policy, and set of guidelines before rushing out and doing it.

I’m personally connected with many types of people through Facebook.  I have friends who are political figures such as State Governors, members of Congress, Senators, Representatives, Mayors, a State Supreme Court Justice, news anchors and reporters, as well as high ranking law enforcement officials and others who must walk the line between their personal life and their professional existence.   In many cases, I’m not only a personal friend on their Facebook profile page, but I’ve also “Liked” their “professional page”.

Should students and teachers be “Friends” on Facebook?  Absolutely not!  Why? Because there is an alternative.  Facebook provides the ability for teachers to have their own “Facebook Business Page”.  It’s the same type of page used by political figures, news personalities, celebrities, and others.  It’s a way to keep private life and professional life separate.  Where can you find this?

1. Visit facebook.com/pages
2. Click the “Create Page” button located at the top right-hand side of the page.
3. Click on the “Artist, Band, or Public Figure” category located in the first column of row number two.
4. When the drop-down menu for “Choose a Category” appears scroll down and look for the word “Teacher”.
5. From there, you simply begin filling in the blanks.

Ignorance is no excuse for poor decisions.  I’m reminded of what an attendee said at the conclusion of one of my seminars.  He said, “I didn’t know that I didn’t know that”.  This has never been more true when it comes to the use of social networking and social media.  HOW these Facebook pages should be set up and used requires education.  Important considerations include, but are not limited to how to:

1. Properly set up Facebook pages
2. Adjust the Facebook page settings
3. Manage and control content, posts, tagging, comments, and sharing
4. Understand appropriate and inappropriate use
5. Connect your professional page with your personal profile while keeping your personal and professional life separate.

These are just a few elements where education is a must!  To suggest that teachers, school faculty, and administrators be forbidden to use Facebook is NOT the solution.   Social Networking is not going away.  It’s evolving and growing daily.  Learning how to capitalize on its existence and make it a productive tool requires admitting the need to learn more and then determine HOW to use it positively and effectively.  It is possible.

I’d be happy to come to your next school board meeting or sit down with your school faculty, staff, and attorney to help and provide more professional insight where this controversial topic is concerned.

Are you a Chamber of Commerce, a news publication, or some other type of organization running “Business of the Month” or “People’s Choice” contests which encourage people to “Like” to vote?  Do you offer a prize to the 1000th person who “Likes” your page?  Do you encourage people to like your page to be entered into a drawing of some sort?  If so… you need to listen up.

Rather than “reinvent the wheel”… I’m simply sharing the current OFFICIAL Facebook “Promotion Guidelines” as they appear on Facebook.com.

—————————————————————————-

E. Promotions

If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a promotion. Promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert.

i.    Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page App.

We reserve the right to reject or remove Pages for any reason. These terms are subject to change at any time.

—————————————————————————-

So… is it worth having your Facebook business page shut down because you want more “Likes”… or because you want to increase your “social engagement stats”?  There are plenty of acceptable solutions out there.  Need help finding one?  Let me know!

With the new “Timeline” comes some key things you’ll want to know in order to understand and take full advantage of the changes.  Although there are a number of new things you should be aware of, (and I’ll touch on those in future articles), here are five of the more significant visual changes (view screenshot #3 below to help visually identify these areas).

1. Admin Panel: Many of the key administrative features now appear at the very top of the Facebook Business Page.  Notifications, messages, recent activity, and “Insights” or page statistics are now more easily visible and accessible.
2. Welcome Tab/Page: Perhaps one of the most significant changes is that you’ll no longer be able to direct new visitors to a “Welcome” page… or existing followers to a promotional type of message.  Simply put… it’s gone.  Everyone who visits your Facebook Business Page will arrive on your “Wall” first.
3. Cover Photo: This is now your opportunity to capture the attention of your followers and potential followers.  This feature is not without some rules and guidelines.  First of all, photo specifications for optimum results is 851 x 315 (pixels).  Now… what CAN’T you do with your cover photo?  There’s nothing to interpret here.  Facebook has provided some very specific guidelines.  According to Facebook, your cover image cannot contain:
   - Price or purchase information, such as “40% off” or “Download it at our website”.
   - Contact info such as web address, email, mailing address or other info intended for your Page’s About section.
   - References to user interface elements, such as Like or Share, or any other Facebook site features.
   - Calls to action, such as “Get it now” or “Tell your friends”.
   Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property. You may not encourage or incentivize people to upload your cover image to their personal timelines.
4. Profile Picture: The large profile banner type photo which used to appear on the left is now also gone.  It’s been replaced by the photo which now appears on the bottom left corner of the cover photo.  With the new design, this is the most logical place for a company logo or some other brand type image.  Best size photo will be 180 x 180 (pixels).  You’ll find that this will help your image appear correctly alongside any posts and comments you make.
5. Tabs, Custom Pages & Apps: The tabs (or links) to photos, videos, notes, custom pages and other apps now appear directly below the profile picture and title of your page.   A total of four are displayed at any given time with a total of twelve visible by using the drop-down arrow to the right. (see screenshot #1 below).  By using the “Timeline” drop-down button, a more complete list is available (see screenshot #2 below).  An important note about “Custom Pages” is that the allowable width has increased from 520 pixels to 810 pixels.

Screen Shot#1

Screen Shot#2

Screen Shot#3

As I said… there are many more changes worth noting and I’ll address these in future articles.  I’m also developing a PowerPoint presentation which should prove to be helpful.

For now, if you have any questions or would like to know how to take advantage of the new “Timeline” features, post your question below or contact me for a personal consultation.

I’m going to do my best to keep this professional.  In no way do I want to appear critical, judgmental, or condescending.  Part of my job requires me to evaluate and assess in order to help those who come to me.  I’m not a “know-it-all”… and I believe those who ARE successful in their field of choice will admit to constantly learning on a daily basis!  THAT, in my humble opinion, is what separates the “experts” from those who have no business IN the business!

A website was developed, pro bono, for this group back in 2004.  The original developer, who happens to have 20 successful years in the industry, had been working with it pro bono ever since.  Although the developer moved away from the area physically, it continued to maintain a professional and modern appearance and email requests were handled as they were made.  More significantly, monthly efforts were made in the area of SEO (Search Engine Optimization) and, in early 2010, the website was modified in such a way that it included the ability to be viewed correctly on mobile devices.  These aren’t things that the average person typically notices when visiting websites.  The group, thinking it was time for a change and thinking it would be easier to work with someone “local” turned to one of their volunteers who claimed to be a web design expert.  A new website was developed and the domain name was redirected to this new website on Monday.

This web design “expert” claims to have 15 years in the business and admitted on Monday to “just starting to learn CSS”.  For those wondering… that’s the equivalent of someone saying they’ve been an expert auto mechanic for 15 years… and then asking “What’s a wrench”?  My curiosity got the better of me and I started to look at this new website along with some of the others designed by this “expert”.  I was dumbfounded.  Forget the fact that they all look like they’re fresh out of the 90′s with the cartoon graphics, gaudy icons with the “click here” text, and textured backgrounds.  Who knows, this might be the “look” those customers insisted on.

Here’s what really disturbed me.  There was not one single element relevant to SEO (Search Engine Optimization)!  The “titles” contained NO keywords or phrases.  There were NO meta tags for “keywords” and “description”.  NO “alt tags”.  NO “alt text”.  If you’re a business owner reading this… and asking yourself “What’s he talking about?”… these are web development “101″ things.  These are aspects of web development that should be second nature to an “expert” with 15 years in the business!  This would be like you taking your car in for new tires and the tire tech not knowing that tires need air!

It’s important to know that this particular non-profit organization is located in a very rural area.  The city itself has a population of approximately 4500.  The service they provide is specific to the area.  Here’s what they lost the moment the new website went online.

Prior to Monday, they were averaging between 5000 and 6000 visitors per month to their website.  Nearly half of those visitors entered the website, for the first time, through pages OTHER than the home page.  The website itself had a VERY strong presence in all of the major search engines.  Not 4 or 5 pages cataloged in Google… but 4550!  Yes… 4550!  Except for the home page, which will probably lose visibility soon, ALL of those other 4549 pages listed in Google are now broken links.  They were averaging 70 unique visitors per month via mobile devices.   The new website is no longer mobile friendly.  What kind of “expert” suggests “starting from scratch” after seven years of effort and consistency without doing some “homework” to see if anything is going to be disrupted?

I know it’s a conundrum for business owners.  You don’t know what you don’t know.  Read that again.  You don’t know what you don’t know… and you expect an “expert” to know their field and “have your back”.  Examples like this are what hinders us from trusting each other… and “trust” is, without a doubt, the MOST important element in a successful business relationship.

Those who have chosen to become self-proclaimed experts in the fields of web development, SEO, and Social Media have chosen to take on a huge responsibility.  Knowing basic “mechanics” is nothing to boast about.  That should be a given.  It’s why we have this mess to begin with.  ANYONE can learn the mechanics.  And they do.  Then they call themselves an “expert”.  And then the business community is disappointed.  And the TRUE experts have to work that much harder to gain that trust.  But be assured… we will.  Because YOUR success is the most important thing to a REAL “expert”.

I recently wrote an article entitled “Social Networking: Freedom of Speech and Expression vs. Conventional Wisdom“ in which I discuss how employers and those responsible for the hiring process are now turning to social networking to screen job applicants.

The news is not all bad.  Sure… 91% admitted to using social networking to help thin the pile of resumes and applications received from prospective employees… with 69% admitting to rejecting an applicant due to material the applicant posted online.  The good news?  68% said they DID hire a job applicant after something they found via a social networking site! 

Whether you’re a young person preparing to leave the comforts of home and school to chase your career dreams or you’re among the more than 13 million Americans currently unemployed, your social networking activity could go a long way in helping you land your next job!

Those who have heard me speak have heard me tell this story.  ”I’m living my dream because I became a fan of a beer page on Facebook”.  A good friend of mine began playing around with Facebook in February of 2008.  Like most others, it was a great way to stay connected with family and friends, post and share pictures, and keep in touch.  Life was good.  He was bringing in a six figure income with a college sports marketing company.  He’d spend some of his downtime exploring Facebook.  He’d “Like” different pages of interest.  Back then it was actually called “Become a Fan”.  One of those Facebook pages was the “Sierra Nevada Pale Ale” beer page.

Over the months he noticed some posts and comments on this page which prompted him to post and comment.  Shortly after a number of these exchanges, he learned that the person he was interacting with lived in the same region and had similar interests including camping, hiking, and the outdoors.  Soon they became friends, often sitting on his back deck and solving the world’s problems while enjoying a cold Sierra Nevada Pale Ale.

In 2009, my friend became a victim of the economic crash.  The company he’d spent the last 10 years helping to build was forced to close its doors.  My friend and his wife had just joined the many families who found themselves wondering “what do we do now?”

It just so happened that this new friend he’d meet via Facebook had a temporary job opportunity available and offered it to my friend.  Today, my friend runs a very successful business as a result of what he learned and the contacts he made with that temporary job.  He admits that if it wasn’t for his interactions with a complete stranger on a Facebook beer page, he wouldn’t be where he’s at today and living his dream.

Social networking may have started out as something to do if you want to pass the time.  Today, however, they’re no longer just hobbies or toys.  They’ve become powerful tools.  It might be time to start taking them seriously and use them to your benefit.

What type of job are you looking for?  What are your career goals?  The first step is to begin treating your various profiles more professionally.  Start using Facebook, Twitter, and LinkedIn to connect with companies and businesses that you might like to work for.  Join the groups that they’re associated with.  Start paying attention to what’s being shared online.  Begin interacting with the conversations that take place on their their pages and in their groups.

Has someone made a comment or shared a story that you find interesting?  Before you respond, take a moment to click on that person’s name and look for information in their profile.  Who knows… you could be interacting with a president, CEO, hiring manager, or someone influential within the organization without even realizing it!  Remember that behind most every message, comment, and post is a person.  There may be a company logo next to the comment or post… but behind that logo is a person, perhaps several, who will read your response.

Don’t just say things like “I’m looking for work.  Are you hiring”?  Have a conversation.  Interact with meaningful and well thought out comments.  This is an opportunity to impress.  Share your insights, knowledge, and opinions in a tasteful, tactful and diplomatic manner.  Over time, you might find yourself with a resume or application on their desk and they may remember you as the interesting individual they’ve been engaging with online!

Job hunting has never been more challenging than it is today.  Most companies insist that you start the process online.  It’s much harder to get that “face time” with the person hiring for that job you want.  You need to take every opportunity you can to make sure you stand out above the rest.  Social networking tools can help make that possible.  Your dream job could be just a post or comment away.

There’s definitely not enough room in this article for all the information I want to share on this topic.  Look for additional articles coming soon!

So what?  U.S unemployment is hovering around 8.5% and 8.6%.  There are currently an average number of 95 applicants per job opening.  Employers, Human Resource Executives, and even Graduate Schools are using the Internet, Google and other search engines, as well as social networking sites to screen applicants and potential employees.

NOW… let’s look at some interesting statistics.  A recent study involving 300 employers and those responsible for the hiring process for their company, selected at random, resulted in the following:

• A whopping 91% admitted to using social networking sites to screen job applicants.
• 76% used Facebook
• 54% used Twitter
• 48% used LinkedIn
• 47% began social networking screening immediately after receiving the application.
• 69% rejected job applicants as a result of what they found on a social networking site.  A few of the reasons included:
  - Inappropriate photos
  - Inappropriate comments
  - Posts included content about them drinking and/or using drugs
  - Posts included racist remarks
  - Inappropriate comments about current or previous jobs and/or employers
  - Demonstrated poor communication skills
  - Comments and posts were discriminatory

Now… I’m all about freedom… but let’s take a look at what the use of a little “conventional wisdom” can produce:

• 68% said they DID hire a job applicant after something they found via a social networking site.
• 39% did so because the applicant portrayed a positive image of themselves and their personality online.
• 33% found the applicant to have solid communication skills.
• 33% found the applicant to be well rounded.

So… sure, you’re FREE to post pics and videos from that outrageous graduation party… or boast about being the beer pong champ.  You’re FREE to express your dissatisfaction with authority or share why you don’t like your job.  You’re FREE to post and share your political and religious views.  Whether it’s right or wrong, employers are using information they find about you online to determine whether or not they even WANT to talk to you, get to know you, and give you a chance.  It’s up to you to determine how important all that is in the scheme of things.

Part of “being free” includes being responsible.  Being responsible includes making choices.  Just because you CAN do something doesn’t mean you HAVE to do something.  In this one instance… it can mean the difference between “job” or “no job”… and that won’t be changing anytime soon.

Pin It]]> http://www.williamhwells.com/2012/01/09/social-media-freedom-of-speech-expression-vs-conventional-wisdom/feed/ 0 http://www.williamhwells.com/2011/12/27/social-media-cant-be-a-pilot-without-education/ http://www.williamhwells.com/2011/12/27/social-media-cant-be-a-pilot-without-education/#comments Tue, 27 Dec 2011 19:38:33 +0000 William Wells III http://www.williamhwells.com/?p=663 I’ve always had a passion for flying.  Years ago I even began pursuing a “Private Pilot’s License”… although certain circumstances required me to adjust my priorities and I was unable to continue with that dream.  Perhaps someday.  I did, however, learn quite a bit and recently found myself recognizing a correlation between piloting a plane and watching small business owners try to use social media.

Even without aviation training, we’ve watched enough movies… perhaps even played a “Flight Simulator” or two… so we know some of the basic terms and the names of a few gauges, buttons, switches, and levers.  Altimeter, Airspeed Indicator, Vertical Speed Indicator, Attitude, Transponder, Ceiling, Yaw, Vector, VOR, Flaps, Rudder, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You see all the gauges, buttons, switches and levers.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

The same holds true when it comes to social media.  We’ve heard the names and some of the basic terminology.  Facebook, Twitter, Foursquare, Blog, LinkedIn, Like, Follow, Engage, Status, Post, Share, Circle, Check-In, Hashtag, Mention, Trend, Klout, to name a few.  There are probably some things mentioned that you haven’t heard of.

So… you’re sitting in the cockpit now.  You think you see all the platforms.  You may even have a Facebook page, Twitter account, or LinkedIn profile.  Go ahead… fly!  Hmm… not feeling quite ready yet?  It’s understandable.  There’s quite a bit of education necessary before you’re ready to take that step.

Answer the following questions:

• Do you know the difference between a Facebook Page and a Facebook Profile?
• Do you know when to “Use Facebook As…”?
• Do you know who you should “Like” or “Follow” to get the best exposure for your business or organization?
• Do you know the most effective way for YOU to link social media accounts?
• Do you know when you should be “Tweeting” rather than “Posting”?  Or “Sharing” rather than “Commenting”?
• Do you use “Mentions” when you “Check-In” to Foursquare?
• Did you know you can claim your “Foursquare” venue?  Do you know WHY you should do that?
• Do you know how to make effective use of “LinkedIn Groups”?

These are just a very few of the many questions you should know the answers to before you start piloting your social media plane.

It’s OK to admit that you don’t understand social media.  Nowhere is it written that you’re supposed to know it all.  It’s NOT OK to start using social media without an understanding of the “What”, “Why”, and “How” as it applies to you, your business or organization, and your potential customers, clients, and donors.    Not only will you waste your valuable time and energy… you could potentially do irreversible damage to your brand and your reputation.  These are things I KNOW you can’t afford.

Although there are many elements associated with the successful use of social media in your business or organization… there are three key elements which, when understood and exercised, will go a long way in contributing to that success.

1. Strategy: You CAN’T just start using social media tools without a plan!  Winston Churchill said (during World War II), “He who fails to plan is planning to fail”.  If there’s ever been an element of business where this holds true… it’s with the use of social media!  Countless business owners, Chamber Presidents, and Non-Profit Organization Executives recognize the fact that social media is a critical part of doing business today… so the next thing they do is “just start”.  This will only lead to frustration and guaranteed failure.
   
   Developing and implementing a successful strategy involves:
   - Defining goals and objectives.
   - Determining the purpose for your use of social media.
   - Understanding the social media tools available to you.
   - Understanding, and in some cases, modifying your habits.
   - Integrating elements of your strategy into your offline and online efforts.
       
2. Consistency: Your efforts are doomed to fail without this!  The worst thing you can do is set up your various social media accounts and “get to them when you have time”.  You’ll get out of it what you put in.  How often you “post”, “tweet”, “comment”, “share”, introduce an article into your blog, involve yourself with a LinkedIn group, etc… should be determined while developing your strategy.   The time you devote to your social media efforts will be based on:
   - The purpose for your use of social media.
   - The tools you’ve chosen to use.
   - How you’ve chosen to connect the tools you’re using.
   - Your habits.This will change over time… however, without a starting point, you won’t know what changes and modifications you’ll need to make in order to fine tune your efforts and become more efficient and effective.
       
3. PATIENCE!  I CAN NOT emphasize this enough!  We live in a fast paced society.
   - Fast Food.
   - Fast Coffee.
   - Fast Information.
   - Fast Delivery.
   - Fast Customer Service.
   - Fast Checkout.
   - Fast Banking.
   
   I think you get it.

Let me remind you.  The use of “Social Media” is NOT about selling your products or services online!  It’s about “Social Networking”.  It’s about building relationships.  It’s about establishing “trust”.  We all know that networking takes time… strong, solid relationships aren’t built overnight and trust isn’t built in a week, month, or even a year!   The same holds true when it comes to social media.  You’re not going to see immediate results for your efforts.  An effective and successful social media presence takes time.  There’s no way around it.

Sure… the social media tools may be free… to sign up for.  However, as the saying goes… you get what you pay for.  If you’re anticipating getting something from your social media efforts in exchange for little or nothing, your results will be the same… little or nothing.

Did you know…

• …that the times when you SHOULD be posting information, sharing, and engaging may differ from the times you THINK are best for you?
• …that the primary platform you THINK you should be using may not be the best one for you?  You may THINK it’s Facebook… however, it might be LinkedIn… it could be Twitter.  It might even be a platform you’re not currently aware of.
• …that part of the relationship building process includes engaging with those who may never be become a customer, client, or donor themselves however, they may be able to play a key role in helping you find connect with future customers, clients, or donors.  Do you know who these people are?
• …that the most critical element to a successful social media presence revolves around “listening”?  Do you know how to do that?

It’s time to stop treating social media like a “toy” or a “hobby”.  Not only will you waste your valuable time… but it can also result in serious damage to your brand and reputation… neither of which you can afford.

I regularly review and analyze “Facebook Business Pages” and see the same common mistakes made over and over again.  That old adage “If you’re going to do something, do it right… or don’t do it at all” is SO applicable to the use of social media.  If you’re using social media and you’re not using it right, you can be doing more harm than good to your business, organization, brand, and reputation.

It’s prompted me to put together a list of seven telltale signs that you don’t understand the “What”, “Why”, and “How” when it comes to your “Facebook Business Page”.  Don’t get me wrong… there are certainly more than just seven… however, these seven are the most obvious.

1. Incorrect or Inappropriate “Name” or Title
   The “Name” or title of your Facebook business page is one of the most critical elements of a successful Facebook business page.  Naming your page correctly involves understanding people’s search habits and SEO (Search Engine Optimization) and how Google, Bing, Yahoo, and others analyze Facebook business pages in order to rank them in search results.
     
   So… now for some “Bad News/Worse News”.  The bad news?  An incorrect “Name” or title will do irreversible damage making it impossible for your Facebook business page to ever be found in the search engines.  The worse news?  After 100 people have chosen to “Like” your Facebook Business Page you can no longer change the “Name”.
       
2. No “Username” (also referred to as a “Vanity URL) or the “Username” you’ve chosen is incorrect or inappropriate
   Facebook allows you to create a “Username” otherwise known as a “Vanity URL”.  This means you have an opportunity to change your Facebook URL from a complicated “http://www.facebook.com/pages/your-current-page-title/###############” to a much simpler “http://www.facebook.com/yourusername".
      
   It’s important to note that you can only create your “Vanity URL” after 25 people have chosen to “Like” your page.  Facebook did this intentionally to prevent name squatting as was done with domain names in the early days.  It’s even MORE IMPORTANT to note that once you choose your “Vanity URL” you CAN’T change it again… so getting it right the first time is critical!
     
   For the same reasons as mentioned in the first point, selecting the right “Vanity URL” is critical.  Again… an understanding of people’s search habits and SEO is important in selecting the right “Vanity URL”.
       
3. Not filling out all of the fields available in the “Info” section
   You’ll find a variety of additional fields under the “Basic Information” section of your Facebook business page.  Depending on the type of page you’ve selected, along with the category, your “Basic Information” fields will vary.  How you fill these out can help provide your followers and new visitors with critical pieces of information about you and your business.  Again… an understanding of people’s search habits and SEO will help you select the proper verbiage to place in some of these fields.
       
4. Posts and Interactions are few and far between
   The last thing anyone wants to see is a Facebook business page where the last post was five days ago… and the one before that was two weeks ago… and the next one on the list was a month before that.  This can give followers and new visitors the impression that you’re inconstant and that you don’t “follow through”.
      
5. Automating your posts
   I get it.  Efficiency in business is important… however, using social media automation tools such as “Ping.fm”, “SocialOomph”, “TweetDeck”, “Hootsuite” to post for you can send the wrong message to followers and visitors to your page.  It’s cold, impersonal, and can say “I’m lazy” or “I like to take shortcuts”.  Finding the right balance can be challenging.  You need to be “personal” and engaging.   Think about those oh-so-personal automated phone calls you get from political candidates when there’s an upcoming election.  It’s the same thing.
      
6. Posts are nothing more than advertising and promotion
   Let me as a question.  Are you going to go home after a hard day at work… sit in your favorite chair… grab the remote control and look for the “All Commercials!  All Day!  24×7 Commercials!” channel?  I’m guessing not.  The same goes with social media.  Using Facebook to do nothing but advertise will help you lose followers quickly.
     
   Social Media is about “networking”… building relationships and trust.  Social media is about being “engaging”.  Share news stories… sports stories… human interest stories… interesting photos… funny things… sad things… etc… Get people to interact with you via your posts.
      
7. Not using “Apps” and creating additional “Tabs”
   There are an abundance of “Apps” which allow you to do some pretty incredible things with your Facebook business page.  The absence of these on your Facebook Business Page is a sure sign that you don’t “get it”.  ”Apps” can be used for “Landing Pages”, to integrate your YouTube channel, Twitter account, Blogs, RSS feeds and more. There are apps for contests, sweepstakes, polls, and any number of things which can help in creating an engaging Facebook business page.
      
   Which ones are good?  Which ones aren’t?  A little guidance can go a long way in making sure you spin your wheels and waste your valuable time trying to determine that yourself.

As I mentioned at the beginning of this article… there are plenty more signs.  People are becoming more and more savvy every day.  First impressions will make or break you, your business, or your organization… and as we all know…  negative first impressions are extremely difficult, if not impossible, to overcome.

What do people see when they visit your Facebook business page?  What level of professionalism, comfort, and trust do they come away with after visiting your page?  It’ll mean the difference between success and failure where your social media efforts are concerned.

For those who may not know… I’m a handgun enthusiast.  I wouldn’t consider myself a handgun expert, however, I cringe while in the company of other self-proclaimed “handgun experts” who, while discussing firearms, make comments such as: “I emptied my clip into that target”, or “I have to go reload my clip”.  Um… hmm… not impressed.  Even I know the proper term is ”magazine”.  May not seem like a big deal… but it quickly helps define the level of “expertise”.  The same goes for this topic.

And no… I’m not the first person to write about this… and I won’t be the last.   It’s important to note that I’m addressing the two terms as they are most often used in business and by small business owners today.  One can, and rightfully so, suggest that there’s a distinction between “Social Networking” and “Business Networking”,  or recognize that “Social Networking” is a practice both online AND offline, however, as the “101 Guy”, and a huge advocate of “baby steps” (the whole crawl before you walk thing) I find that defining these terms AS THEY ARE COMMONLY BEING USED IN BUSINESS TODAY is an important first step as I work with Chamber of Commerce organizations and small businesses to help them move forward.

The easiest way to understand the difference is to take a quick look at the definitions of the words involved. (Anyone wanting to do this can go to dictionary.com to find the same thing)

• Social: pertaining to, devoted to, or characterized by friendly companionship or relations: a social club, tending to form cooperative and interdependent relationships.
• Media: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely.
• Networking: a supportive system of sharing information and services among individuals and groups having a common interest.

So… the “101″ definitions for “Social Media” and “Social Networking” in my own words would be:

• Social Media: The TOOLS, or “means of communication” allowing one to broadcast, reach and influence people widely.  These tools would include Facebook, Twitter, LinkedIn, Blogs, YouTube, Foursquare, etc… as these tools “reach or influence people widely”.

  Now… I’ll probably catch some flack for including “LinkedIn” in the list above, however, for puposes of distinction between ”social media” and “social networking”… as ”LinkedIn” DOES allow one to network… I consider it to be a “tool”.

• Social Networking: The USE of “social media tools” to interact and communicate directly with people you’re already connected with or wish to be connected with.

You know… as a society we tend to adapt and adjust with the times.  How many words and phrases meant one thing 20 years ago… and have now been accepted across the board to mean something completely different today?

To me, “social media” and “social networking” fall in that category.  They’ve become universally accepted as business terms.  Are there alternatives?  Some out there in the business (myself included) are using the term “Business Social Media” to describe the services they provide… which is really more appropriate.  However, at this stage, I think it’s the tomato… tomato (yeah… that last one is “tom-ahh-to”) thing.  I think too many businesses and organizations already have “social media” and “social networking” ingrained in their minds, see those as something they need embrace for their business, and that’s the way it will remain as we move forward.