Monday, October 15, 2012

Is LinkedIn Worth It?

A colleague recently asked me "Is it worth it to get involved with LInkedIn?" and anyone who follows this blog or knows me would understand that it is quite dangerous to ask me my opinion. Especially about a business-to-business social media platform.

After a lengthy conversation and email, the question offered up a great opportunity to share some of the insights the B-to-B Blog has provided over the years about LinkedIn.

Here is an excerpt of the email response sent to that colleague just today. Hope this is useful to you, and happy Connecting!



Intrigued? Horrified?  Come visit me over at LinkedIn to see what all the fuss is about!

Monday, October 8, 2012

Have You Checked Your Social Network Profiles Lately? 7 Tips for Those Enhanced Profile Pages



In the last few months, three major social network platforms in the b-to-b space (Facebook, LinkedIn, and Twitter) have offered enhanced profile page options.

(When you work for a few b-to-b clients like I do, one can spend an awful lot of time thinking about this minutiae each week.)



By enhanced profile page options, think in these terms ... each one of the platforms offers more availability for business-to-business marketers to:


  • upload images
  • provide product details
  • create company timelines
  • link to blog posts
  • link to videos
  • link to webcasts, other multi-media
  • provide product reviews, recommendations, endorsements
  • more stuff I’ve probably missed


To be honest, these changes are a lot to keep up with, and there are certainly changes I’ve missed.  Some good background on the LinkedIn company pages can be found here. Profile tips and techniques to take advantage of the most recent Twitter changes can be found here.

7 BtoB Tips
With the expanded opportunities to post more content, graphics and multi-media, branding across all social media platforms, as well as a company’s website, becomes a key issue. 

It simply doesn’t pay to haphazardly update profile pages with a random assortment of content that doesn’t relate to other online marketing outlets.

In the spirit of best practices, please keep these 7 tips in mind when adding content, imagery and information to enhanced company profile pages:

  1. Keep it Simple. While it's great to take advantage of the ability to post videos, timelines, webcasts, and add product descriptions, don't over-do it.  Online readers are an impatient lot, make it easy for them to browse your profile pages. 
  2. Contact Info, People!  When updating social media profile pages, don’t forget the basics like company URL, email and phone number. Keep this info front and center! Yes, people still like to cut to the chase and call! PS, use the same phone number offered on the website contact us form. 
  3. Spit & Polish. Get your graphic designer involved to optimize how graphics look, with consistent branding in terms of colors, fonts, look/feel.
  4. Strategic Messages, People! Don’t waste words on cute phrases or ad copy – use keywords wherever possible when populating product pages and keep “Key messages” front and center. Use strategic hashtags in Twitter bios and profile descriptions.
  5. Brand Consistency. Avoid the temptation to introduce new branding, new taglines or other new elements – instead, reinforce social media profile pages with the same, consistent branding on the company’s website.
  6. Device, Browser Compatible? View a company’s Twitter, Facebook, or LinkedIn pages on various browsers or devices to make sure all looks well.
  7. Return Often. Don’t set it and forget it, be sure to return to profile pages at least quarterly to take advantage of any recent enhancements.

Wednesday, October 3, 2012

Me & My Tiny Habits: How I Dedicated One Week to Practice Forming New Routines


There is a tremendous amount of power when one develops good habits.

Whether those habits involve practicing a musical instrument (like the banjo), developing  effective business-related habits, or building good health habits, positive results follow from making positive behaviors a matter of automatic routine.

It was in this spirit that I recently participated in the Tiny Habits program. created by BJ Fogg, PhD, Director, Persuasive Tech Lab at Stanford University,

The innovative (and free) one-week program helps people practice the process of building good habits.

According to Dr. Fogg:
my goal is to help you practice the skill of creating new habits. I believe you can get better at creating new habits. Much like a pianist who practices scales, or a chef who practices knife skills, people can practice the skills of creating habits.


A Single Atom of Behavior
Dr. Fogg has reduced habit building to a fundamental unit or “atom” of easily managed behavior change. The key is to make it simple and easy - to leverage the power in simplicity. Fogg defines a Tiny Habit as a behavior that…

  • Is undertaken at least once a day
  • takes less than 30 seconds
  • requires little effort


Anchors Aweigh
Dr. Fogg believes in “habit anchors” – linking a new (tiny)  habit to a daily anchor behavior one does everyday (like morning coffee, or brushing teeth...)

So What Happened?
In late Summer, I took Dr. Fog’s suggestions and chose three simple, tiny behaviors to practice over the course of a week. He warned against trying for a bigger behaviors because if it was cumbersome or difficult in any way, the habit won't form. He was right!
Here’s what I practiced:

  1. After I brush my teeth, I will floss 1 tooth (flossing all my teeth is too big a behavior to practice, according to Dr. Fogg)
  2. After I pour AM coffee, I will play 3 banjo chord changes (in less than 30 seconds…)
  3. After I go to bathroom, I will fill my water glass (note, I didn’t say DRINK the water, just fill the glass – but of course I then went ahead and drank!)


At the beginning of the week, I got everything ready – that means I got out the floss and put it right next to my toothbrush, carried around a water glass all day, and put the banjo out of its case in my living room.

In general, it was a successful week, except in one area – habit #2.

It was a bit counterintuitive to remember to do chord changes on the banjo after coffee.  Why?

  • I didn’t keep the banjo right next to the coffee pot, so didn’t have an immediate “cue”
  • It never became “automatic” to tie the coffee anchor to the banjo habit
  • The teeth habit, and drinking water habit, were intuitively linked to the anchors – both behaviors now so automated I still do them! But the coffee/banjo link was tenuous at best

A Not So Tiny Truth
My experience proved this to be true: one needs to match the new desired behavior (new tiny habit) with the best anchor to trigger the new behavior.
After all, the goal is to make desired behaviors automatic.  
The bottom line is to shoot for what Fogg calls “training automaticity” -- in the case of practicing banjo, I’m going to try a new approach and identify a more relevant anchor. Fun!
 Want to give 3 Tiny Habits a try?  Join here! 


Saturday, September 22, 2012

7 Random Rules to Live By



Here’s a confession… I love reading self-help articles and blogs (the more the merrier) and do so whenever a spare minute presents itself (like when avoiding all those work projects I should be tackling...)

Articles or posts with the topic of “Rules to Live By” are especially compelling.

Some of the material is timeless and profound, such as Dalai Lama's 18 Rules to Live By.

Other times, though, self-help "rules to live by" blog posts remind me of snacking on organic Tortilla chips:  they might give the trappings of being beneficial,  but ultimately one is ingesting sustenance of questionable nutrition.  

Offered more under the guise of "self-help as a snack," noted here are '7 Random Rules to Live By' - rules that have been swimming around in my head for months and months: 


  1. Any day that one has the chance to audibly utter the phrase “Harrumph” is a good day.
  2. If you ever find yourself in a situation where you have to choose between Bluegrass-style banjo or Clawhammer-style banjo (it could happen...),  always go for the Clawhammer.
  3. “Yee-haw” is better than “Woot’ as an online exclamation.
  4. Remember that the power of good habits trumps force of sheer will.



  5. If you ever find yourself in a group sing-along (again, one never knows!), sing loud and with passion, no matter your abilities. Never just mouth the words.
  6. Don’t ever purchase a dog. Dogs adopted from shelters or humane societies are the best dogs on the planet.
  7. Always remember: neither red wine nor coffee contains Gluten.
Everybody must have a few 'Random Rules to Live By' - please share them below! 

Thursday, September 20, 2012

5 Things to Love About LinkedIn


More than 160 million professionals can’t be wrong!
The globe's business professionals are joining LinkedIn at a rate of 2 members per second. Amazing when you figure that’s nearly 170,000 new LinkedIn members every 24 hours.
The BtoB Blog has looked at LinkedIn before, and our enthusiasm hasn’t waned a bit.
LinkedIn combines the best features of social media and business networking to develop personal and business connections with a range of colleagues.  It has also been amazing to see the new features regularly rolled out or accessed via LinkedIn Labs.  
From networking to job searching, from sharing best practices and thought leadership to keeping current with industry trends, there’s a lot to love with LinkedIn.  Here are five standouts:
  1. Connect one on one. LinkedIn lets you virtually network with individuals related to your field.  Even when you’re not job-hunting, it pays to connect with a professional network. As an example, LinkedIn has let me maintain professional connections with folks I’ve met at marketing conferences a few years back.  As a solo practioner, I’ve also been able to share information and pose questions to individuals in my network – something of great value when you work on your own. This wouldn't have been possible pre-LinkedIn.
  2. Connect with groups.  With  LinkedIn Groups you quickly discover the most popular discussions in your field.  LinkedIn Groups let you engage with influential people in your field. 
  3. Connect with information. LinkedIn quickly delivers fast access to the latest articles in your field.  The introduction of LinkedIn Today a year or so back was by far one of the best features the service provides.   Have you noticed that every time you log in to LinkedIn, you see top articles shared by people in your network? You can see who shared the article and what they said about it. Your homepage is customized to your industry, network, and areas of interest. LinkedIn does the work for you, curating the most timely and informative articles your peers are reading.  Priceless!
  4. Get email updates. Keep track of your group with cool weekly emails.  If you opt in, LinkedIn automatically sends out a summary of what your group is doing – new jobs, new titles, new posts etc. For those of us who live and die by the email inbox, this is a fast way to stay connected without even logging into LinkedIn.
  5. See open jobs of interest.  This is a no brainer. LinkedIn job listings and the ability to save job searches or get job alerts (free!) are some of the more robust features of LinkedIn.  If you fully complete your profile, you will automatically see job listings that match your skill set.  Again, priceless!


While there is a lot to love with LinkedIn, this article does a good job of aggregating some annoying behaviors 

One of my pet peeve annoying behaviors:  WHEN LINKEDIN CONNECTIONS POST UPDATES USING ALL CAPS WHICH IS A LOT LIKE SCREAMING….

All in all, since I got so fed up with Facebook (read this insight here) and deactivated my account, LinkedIn is now the go-to social media community! 

Tuesday, September 11, 2012

5 Things You Should Never Do on Twitter


I know, I know.  This post has such a negative slant!  Next time I’ll frame this all more positively.

But after a few years in the Twittersphere on behalf of various business-to-business clients, and a few blog posts here and there about Twitter, compiled below are five tips to help companies make the most of their Twitter programs.

1) Don’t wing it when developing your Twitter bio.  The first task faced when developing a Twitter profile is to create a Twitter bio.  Be sure to include concise text that portrays an accurate picture of who you are, and use keywords that relate to your business or profile. By all means, include a URL to your website in your bio. More great tips here

2) Don’t be fake! Don’t be tempted to buy fake twitter followers.  What’s the point?  Yes, having over 5000 followers might make your Twitter presence look impressive, but if the goal is relevant, social engagement, the chance to interact with your fake Twitter followers is Zippo.   Read this if you need more proof

3) Don’t let a Tweet go out without a relevant hashtag. More details about hashtags can be found here. Take time to explore relevant hashtags that relate to your area or interests. Take time to explore tools such as “What the Hashtag”.  Are you Tweeting about science, or dog training, or retirement planning ?  Believe it or not, there are relevant hashtags that will link you to a larger conversation in each area.

4) Don’t sound like a robot. You Tweets should be human, timely.  Social media assumes you are “social” … don’t treat Twitter as another place to distribute press releases or generate leads.  Connect, engage with folks where it makes sense.

5) Don’t set it and forget it.   A previous post suggests that Twitter is a powerful branding tool.  As that post notes: “what does it say about a “brand” when the Twitter feed hasn’t been updated in over 12 months?  It doesn’t say anything good that is for sure.   If you start a social media marketing program, by all means maintain it in a timely fashion.  It is a detriment to the brand a Twitter account goes through a ‘set it and forget it” process, and the last post was over a year ago.


A Promise
Next time I’ll be more positive and share “to dos” …in the meantime, please share any Twitter “don'ts” you might suggest…  


Sunday, September 9, 2012

Like Dr. Seuss Says: The Shorter, The Better


The writer who breeds more words than he needs, is making a chore for the reader who reads.”
― Dr. Seuss 
I’ve written a lot about blah blah text, marketing buzzwords and the fact that in business-to-business communications, less is truly more. 

And here I go again!

Concise text makes it easier for readers (prospects) to comprehend meaning, since most folks scan marketing-related content and rarely read every word.

Especially on a website, web visitors are impatient and don’t wade through overly promotional text.

The following is a fictionalized example of website copy which might be rewritten for  a client project.  This example might seem over the top, but it is a common scenario.  While the actual wording has been changed to protect the innocent, the essence of the rewrite is authentic.

Each version shares the same message – but one version is nearly 100 words longer. Is shorter better?  You decide.


ORIGINAL "About XYZCleaners" – 132 words:
Since 1998, XYZCleaners has provided comprehensive custodial services to help the area’s leading financial institutions, retail stores and education institutions access high quality custodial care.  With a unique perspective on custodial services,  XYZCleaners was a pioneer in bringing improved custodial services to their regional market.  Meeting the rising demand of companies looking for new and better ways to serve their customers, XYZCleaner’s vision and commitment to customer service and custodial innovation have helped the company become an industry leader in custodial care. Today, with over 120 employees, XYZCleaners provides the largest selection of services of any custodial service provider in the area. Our team of highly trained custodians and cleaning professionals are proud to offer a diverse set of janitorial services and customized programs for all building, retail and office cleaning needs.


Revised "About XYZCleaners" – 38 words:
XYZCleaners provides the largest selection of quality custodial services in the XYZ City area. For over a decade, leading financial institutions, retail stores and education institutions turn to XYZCleaners for customized services delivered by highly trained cleaning professionals.