I often talk with small business owners who want to jump on the Social Media bandwagon and establish their presence on Twitter, Facebook, LinkedIn, blogging, or some combination of these. After all, everyone is doing it and who wants to be left behind? Many people adopt the "just try it" mindset, and create an account, start posting, build a following,...and then wonder where to go from there (the classic Fire, Aim, Ready approach). That's fine if your goal for social media is just to be social. But if you're intending to market your business through Social Media, you should take a more deliberate approach. I call it finding your voice. Here are some practical tips for how to get there.
Establish your goals. Are you looking to draw visitors to your website? Address customer concerns and feedback? Establish online thought leadership? Build a brand? While these are all valid goals, your answer should NOT be "all of the above". Decide on one or 2 primary goals and put your full weight behind those. You'll be more effective if you're focused.
Identify your intended audience, and make a clear mental picture of who they are. If your audience is your customers, for example (that's the case for my blog), keep a single person in mind and define them more expansively than just their interest in your product or service. What do they look like, what interests do they have? What do they care about? My favorite example is the Fiskateers blog, which targets scrapbookers. Sure, they use Fiskar scissors, but the voice of the blog understands that a scrapbooker is much more than just a user of scissors. By defining a clear persona as their target reader, Fiskar has built a successful following by catering to the specific needs of the scrapbooking persona.
Define what you stand for, and write it down. It could be a tagline (if you have a good one), or a 2-sentence statement of what you want your blog or Facebook page to represent to readers, or what type of information source you want your Twitter followers to see you as. You can call it your Mission or your Soapbox or your Position; the important thing is to write it down and look at it often as you decide how to represent yourself and shape what you write for 'social' consumption.
Only post topics valuable to your audience. If you want to build a loyal base of followers, you need to give them information they value. Do it consistently, and your following will grow. Better yet, your reputation will spread, your website traffic will increase, and your business will benefit. Whether it's passing links to your Twitter followers, sharing information with Facebook Page 'likers', engaging in a LinkedIn discussion or Questions & Answers, posting on your blog or commenting on other blogs, put each comment or post through your 'value' filter before you send it and don't waste your followers' time.
Have a consistent style & tone. People follow you for a reason, and they will come back looking for more of what they initially liked. Don't disappoint them. It doesn't mean you should be repetitive or boring, just that you should give your followers what they've come to expect of you.
Find your community. No matter how good or unique you are, you won't be the only one talking about the topics you choose. Social media is all about sharing, so be generous in the give & take. Self promotion is a turn-off for social media fans, so read what others write, share links when you like something, and give credit where it's due. Others will do the same for you.
Measure your progress. One way to do this, of course, is to count your followers or "Likers" and watch them grow over time. But, more important, check your goals and make sureyou're tracking progress towards them. Are you looking to enhance your reputation online? Then find out how widely you're being quoted, mentioned, retweeted, and shared (see Social Media Metrics 101 for a list of tracking tools). Looking to draw traffic to your website? Then use Google Analyticsto see how many people are being sent via Social Media links. Just want to be liked? Well, then, OK, count your "Likes".
Cindy Lavoie is a partner at Sound Web Solutions, an Internet Marketing agency in Seattle, WA. At Sound Web Solutions, we help small to midsize businesses increase traffic to their website, build online credibility for their brand, and turn their website visitors into prospects and sales. Cindy is a hands-on marketing expert with 25+ years experience driving marketing strategy and executing campaigns for technology-driven companies.
Internet Marketing Blog: http://www.soundwebsolutions.com/blog
Fiskars Decorative Edge Scrapbook Layout
 |
| FISKARS ULTRA SHAPE CUTTER & SHAPE TEMPLATE STARTER SET 1 | |
 |
$30.00 Time Remaining: 2h 32m Buy It Now for only: $40.00 Buy It Now |
| FISKAR Everywhere Window Punch Square 5563 open packet | |
 |
$17.31 Time Remaining: 4h 38m Buy It Now for only: $17.31 Buy It Now |
| FISKARS SHAPE TEMPLATE stencil Tags 2 & Brackets 5374S | |
 |
$6.24 Time Remaining: 5h 32m Buy It Now for only: $6.24 Buy It Now |
| Fiskars Cloud 9 Design Rain Dots Stickers Vacation | |
 |
$3.99 Time Remaining: 6h 38m Buy It Now for only: $3.99 Buy It Now |
| Fiskars Large LEAFIN' AROUND LEAF EASY SQUEEZE PUNCH | |
 |
$6.99 Time Remaining: 7h 28m |
| FISKARS SHAPE BOSS BOXED SET WITH STENCILS | |
 |
$7.89 Time Remaining: 7h 35m |
| NEW FISKARS FAVORS & GIFT WRAP IN A SNAP BOOKLET | |
 |
$0.99 Time Remaining: 7h 36m Buy It Now for only: $0.99 Buy It Now |
| Set of 9 Fiskars Scissors | |
 |
$9.99 Time Remaining: 7h 50m |
| FISKARS FINGERTIP CONTROL SWIVEL KNIFE NEW | |
 |
$7.99 Time Remaining: 8h 59m Buy It Now for only: $7.99 Buy It Now |
| Fiskars 12" Desktop Rotary Trimmer - Quality in an attractive rotary trimmer | |
 |
$39.99 Time Remaining: 9h 35m Buy It Now for only: $39.99 Buy It Now |
| Fiskars Assorted Texture Plates Scrapbooking 12 pattern | |
 |
$11.99 Time Remaining: 9h 59m Buy It Now for only: $11.99 Buy It Now |
| FISKARS VINTAGE THEME SCRAPBOSS 12 X 12 EMBOSS STENCIL | |
 |
$14.62 Time Remaining: 10h 9m Buy It Now for only: $14.62 Buy It Now |
| Fiskars Silver Metal 5" Scissors Brand New Safety Scissors!!! | |
 |
$3.79 Time Remaining: 10h 26m Buy It Now for only: $3.79 Buy It Now |
| Pack of 5 Fiskars 5 inch Green Blunt Nose Scissors NEW | |
 |
$7.99 Time Remaining: 11h 13m Buy It Now for only: $7.99 Buy It Now |
| ~ Brand New ~ Fiskars 9"x12" Self Healing Craft Mat ~ MUST SEE ~ | |
 |
$4.99 Time Remaining: 11h 16m Buy It Now for only: $4.99 Buy It Now |
| 1 Heart Fiskars Punch | |
 |
$0.99 Time Remaining: 11h 21m Buy It Now for only: $3.00 Buy It Now |
| 2 Fiskars Fingertip Control Raspberry Cutting Knife | |
 |
$5.99 Time Remaining: 11h 25m Buy It Now for only: $5.99 Buy It Now |
| Fiskars Cloud 9 St. Valentine Clear Stamps | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Cloud 9 Wedding Clear Stamps 15 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Cloud 9 Travel Clear Stamps 17 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Ink By Steph Rockpile Clear Stamps 21 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Cloud 9 Finley's Estate Clear Stamps 22 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Lil' Davis 356 Piece Scrapbooking Clear Stamps | |
 |
$40.00 Time Remaining: 11h 25m Buy It Now for only: $40.00 Buy It Now |
| Fiskars Cloud 9 Chocolate Chalet Clear Stamps 21 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Stampbooking Clear Stamps Celebrate 36 Pc Set | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| Fiskars Cloud 9 Be Loved Clear Stamps 17 Piece | |
 |
$5.00 Time Remaining: 11h 25m Buy It Now for only: $5.00 Buy It Now |
| FISKARS LINE LEAVES BORDER PAPER PUNCH | |
 |
$8.50 Time Remaining: 11h 27m Buy It Now for only: $8.50 Buy It Now |
| Fiskars Die Cut Stickers - Wedding (3423) | |
 |
$2.80 Time Remaining: 11h 50m Buy It Now for only: $2.80 Buy It Now |
| Fiskars 45mm Replacement Razor Edged Blades ( 1 ) | |
 |
$4.95 Time Remaining: 11h 58m Buy It Now for only: $4.95 Buy It Now |
| Fiskars 5-Piece Shape Cutting Starter Set | |
 |
$25.00 Time Remaining: 12h 22m Buy It Now for only: $25.00 Buy It Now |
| fiskars horse punch NEW | |
 |
$4.99 Time Remaining: 12h 33m |
| Fiskars ScrapBoss BABY stencil 12"x12" | |
 |
$1.56 Time Remaining: 12h 45m |
| Fiskars ShapeBoss | |
 |
$10.00 Time Remaining: 12h 45m Buy It Now for only: $15.00 Buy It Now |
| *Fiskars 2" STAR Lever Punch 03655 | |
 |
$14.99 Time Remaining: 13h 3m Buy It Now for only: $14.99 Buy It Now |
| *Fiskars CLOUD X-LARGE Easy Squeeze Punch 03800 | |
 |
$18.59 Time Remaining: 13h 3m Buy It Now for only: $18.59 Buy It Now |
| *Fiskars CIRCLE Everywhere Punch Cartridge Window System 03681 | |
 |
$15.89 Time Remaining: 13h 6m Buy It Now for only: $15.89 Buy It Now |
| Fiskars Decorative Corner Lever Punch- Large Cut Radius | |
 |
$8.39 Time Remaining: 13h 6m Buy It Now for only: $8.39 Buy It Now |
| *Fiskars HERITAGE Punch 3 in 1 Corner 02332 | |
 |
$11.69 Time Remaining: 13h 8m Buy It Now for only: $11.69 Buy It Now |
| *Fiskars SCALLOPED DAISY Embossing Border Punch 02391 | |
 |
$18.09 Time Remaining: 13h 8m Buy It Now for only: $18.09 Buy It Now |
| *Jenni Bowlin FLIGHT Large Easy Squeeze Punch Fiskars 04235 New 2012 | |
 |
$15.39 Time Remaining: 13h 8m Buy It Now for only: $15.39 Buy It Now |
| *Jenni Bowlin SCALLOPED BANNER Large Easy Squeeze Punch Fiskars 04234 New 2012 | |
 |
$15.39 Time Remaining: 13h 8m Buy It Now for only: $15.39 Buy It Now |
| Fiskars Squeeze Punch Large Got Nuts? | |
 |
$13.99 Time Remaining: 13h 18m |
| *Fiskars HAPPY JACKS Border Punch 03965 | |
 |
$14.99 Time Remaining: 13h 19m Buy It Now for only: $14.99 Buy It Now |
| *Fiskars LEAVE IT TO WEAVER Punch Border 00147 New 2011 | |
 |
$14.99 Time Remaining: 13h 19m Buy It Now for only: $14.99 Buy It Now |
| *Fiskars DOUBLE BUBBLE Punch Border 04046 | |
 |
$15.89 Time Remaining: 13h 19m Buy It Now for only: $15.89 Buy It Now |
| *Jenni Bowlin JESTER Border Punch Fiskars 04248 New 2012 | |
 |
$15.89 Time Remaining: 13h 20m Buy It Now for only: $15.89 Buy It Now |
| *Fiskars FLAKING OUT Punch Border 03975 New 2011 | |
 |
$14.99 Time Remaining: 13h 20m Buy It Now for only: $14.99 Buy It Now |
| *Fiskars KALEIDOSCOPE Punch Border 04044 New 2011 | |
 |
$15.89 Time Remaining: 13h 20m Buy It Now for only: $15.89 Buy It Now |
| Fiskars Squeeze Punch Thats Amore Medium NEW | |
 |
$12.74 Time Remaining: 13h 23m Buy It Now for only: $12.74 Buy It Now |
| Fiskars SQXL-7317 Squeeze Paper Punch, Extra Large, Block Party, New | |
 |
$16.50 Time Remaining: 13h 23m Buy It Now for only: $16.50 Buy It Now |
| Fiskars(R) Reverse-Action Fingertip Tweezer [Kitchen], New | |
![Fiskars(R) Reverse-Action Fingertip Tweezer [Kitchen], New](http://thumbs2.ebaystatic.com/pict/3306762826734040_8.jpg) |
$5.99 Time Remaining: 13h 23m Buy It Now for only: $5.99 Buy It Now |
| Fiskars 5318 #11 Retractable Fingertip Knife NEW | |
 |
$9.25 Time Remaining: 13h 23m Buy It Now for only: $9.25 Buy It Now |
| Fiskars BCP-2218 Border-and-Corner Punch, A Tisket A Tasket [Kitchen], New | |
![Fiskars BCP-2218 Border-and-Corner Punch, A Tisket A Tasket [Kitchen], New](http://thumbs4.ebaystatic.com/pict/3306762826754040_5.jpg) |
$16.99 Time Remaining: 13h 23m Buy It Now for only: $16.99 Buy It Now |
| Fiskars BCP-2220 Border-and-Corner Punch, Lattice Entertain You, New | |
 |
$16.99 Time Remaining: 13h 23m Buy It Now for only: $16.99 Buy It Now |
| Fiskars 12x12 Self Healing Craft Mat [Kitchen], New | |
![Fiskars 12x12 Self Healing Craft Mat [Kitchen], New](http://thumbs3.ebaystatic.com/pict/3306762827544040_8.jpg) |
$12.56 Time Remaining: 13h 23m Buy It Now for only: $12.56 Buy It Now |
| Fiskars -Continuous Stamp- Pigment Ink Cartridge -Amber | |
 |
$4.09 Time Remaining: 13h 25m Buy It Now for only: $4.09 Buy It Now |
| Fiskars -Continuous Stamp- Pigment Cartridge -Chocolate | |
 |
$4.09 Time Remaining: 13h 28m Buy It Now for only: $4.09 Buy It Now |
| Fiskars -Continuous Stamp- Pigment Ink Cartridge - Navy | |
 |
$4.09 Time Remaining: 13h 30m Buy It Now for only: $4.09 Buy It Now |
| *Fiskars LAUGHIN' JACK Lever Punch 03962 | |
 |
$9.99 Time Remaining: 13h 32m Buy It Now for only: $9.99 Buy It Now |
| *Fiskars LACY DOUBLES Cartridge Interchangeable Punch Border 04130 NEW 2012 | |
 |
$11.99 Time Remaining: 13h 32m Buy It Now for only: $11.99 Buy It Now |
| *Fiskars GROOVY RAINBOW Cartridge Interchangeable Punch Border 04136 NEW 2012 | |
 |
$11.99 Time Remaining: 13h 32m Buy It Now for only: $11.99 Buy It Now |
| *Fiskars UP IN THE CLOUDS Cartridge Interchangeable Punch Border 04133 NEW 2012 | |
 |
$11.99 Time Remaining: 13h 32m Buy It Now for only: $11.99 Buy It Now |
| *Fiskars JINGLE ALL THE WAY Punch Lever 03973 New 2011 | |
 |
$9.99 Time Remaining: 13h 32m Buy It Now for only: $9.99 Buy It Now |
| *Jenni Bowlin GRANDMA'S DOILY Medium Lever Punch Fiskars 04242 New 2012 | |
 |
$10.59 Time Remaining: 13h 32m Buy It Now for only: $10.59 Buy It Now |
| *Fiskars CIRCLE Medium Lever Punch 03629 | |
 |
$10.59 Time Remaining: 13h 32m Buy It Now for only: $10.59 Buy It Now |
| Fiskars -Continuous Stamp- Pigment Ink Cartridge - Pink | |
 |
$4.09 Time Remaining: 13h 33m Buy It Now for only: $4.09 Buy It Now |
| Fiskar's Decorative Corner Punch | |
 |
$4.99 Time Remaining: 13h 43m |
| Fiskar's 2 in 1 Punch | |
 |
$4.99 Time Remaining: 13h 48m |
| Fiskars Letters & Numbers Stencils + Circle Blade Set | |
 |
$19.99 Time Remaining: 14h 15m Buy It Now for only: $19.99 Buy It Now |
| Fiskars XXX Larg Lever Punch Circle NEW | |
 |
$19.99 Time Remaining: 14h 26m Buy It Now for only: $19.99 Buy It Now |
| Fiskars 45mm Victoria Rotary Blade NEW | |
 |
$8.97 Time Remaining: 14h 26m Buy It Now for only: $8.97 Buy It Now |
| FISKARS BABY PHOTO MEMORIES ACCENTS BOOK OF EMBELLISH | |
 |
$5.99 Time Remaining: 14h 26m Buy It Now for only: $5.99 Buy It Now |
| FISKARS PARTY TIME PHOTO ACCENTS BOOK OF EMBELLISHMENTS | |
 |
$5.99 Time Remaining: 14h 26m Buy It Now for only: $5.99 Buy It Now |
| Fiskars Squeeze 3 In 1 Corner Punch Stitch In Time, New | |
 |
$12.95 Time Remaining: 14h 26m Buy It Now for only: $12.95 Buy It Now |
| Fiskars 01-005566 Everywhere Punch, Refill Scalloped Circle, New | |
 |
$14.99 Time Remaining: 14h 26m Buy It Now for only: $14.99 Buy It Now |
| Fiskar's Large Lever Punch | |
 |
$0.99 Time Remaining: 14h 27m |
| *Fiskars SPRING-ASSIST SCISSORS Micro-tip 09921 | |
 |
$16.29 Time Remaining: 14h 28m Buy It Now for only: $16.29 Buy It Now |
| *Fiskars SEWING MULTI-TOOL 12 in 1 Donna Dewberry 05978 | |
 |
$14.49 Time Remaining: 14h 30m Buy It Now for only: $14.49 Buy It Now |
| *Fiskars Triple Track TITANIUM i5740 Trimmer Blades Replacement PAIR 03881 | |
 |
$8.49 Time Remaining: 14h 33m Buy It Now for only: $8.49 Buy It Now |
| *Fiskars Triple Track CUTTING BLADES i9687 2 Pack 09687 | |
 |
$6.69 Time Remaining: 14h 33m Buy It Now for only: $6.69 Buy It Now |
| *Fiskars Triple Track CUTTING & SCORING i1555 Trimmer Blades 00706 | |
 |
$6.29 Time Remaining: 14h 33m Buy It Now for only: $6.29 Buy It Now |
| *Fiskars Triple Track REFILL BLADES i9675 Straight 2 Pack 09675 | |
 |
$5.59 Time Remaining: 14h 33m Buy It Now for only: $5.59 Buy It Now |
| Fiskar's Medium Lever Punch | |
 |
$0.99 Time Remaining: 14h 33m |
| Fiskars Eyelet Setter Kit 3 Setters, Matt and 5 Containers of Eyelets L@@K! | |
 |
$10.00 (3 Bids) Time Remaining: 14h 46m |
| Fiskars Punch Crafts Cards | |
 |
$14.15 Time Remaining: 14h 51m Buy It Now for only: $14.15 Buy It Now |
| FISKARS 12" PAPER CUTTER / TRIMMER WITH FOLD OUTS FOR SCRAPBOOKING AND MORE | |
 |
$34.99 Time Remaining: 15h Buy It Now for only: $34.99 Buy It Now |
| Fiskars Home Office 12" Original Craft Rotary Paper Trimmer Scrapbooking Cutter | |
 |
$12.99 Time Remaining: 15h 2m Buy It Now for only: $59.00 Buy It Now |
| 3 Diff FISKARS 45MM BLADES Victorian Scoring and Perforating for Paper Trimmer | |
 |
$9.99 (1 Bid) Time Remaining: 15h 3m |
| Fiskars 01-005230 Combo Corner Punch, Sunflower [Kitchen], New | |
![Fiskars 01-005230 Combo Corner Punch, Sunflower [Kitchen], New](http://thumbs3.ebaystatic.com/pict/2307353368064040_5.jpg) |
$10.44 Time Remaining: 15h 27m Buy It Now for only: $10.44 Buy It Now |
| Fiskars Softgrip Non-stick Kids Scissors Pointed Bee N | |
 |
$2.99 Time Remaining: 15h 47m Buy It Now for only: $2.99 Buy It Now |
| Fiskars ~ Eyelet x 200 in 3 different sizes ~ NATURE | |
 |
$5.52 Time Remaining: 15h 57m Buy It Now for only: $5.52 Buy It Now |
| 36x Fiskars Softgrip Non-stick Kids Scissors Pointed N | |
 |
$59.99 Time Remaining: 16h 4m Buy It Now for only: $59.99 Buy It Now |
| Fiskars Acid-Free Gel Pens 48 ct Glitter, Neon, Metallic, Swirl + FREE Gel Pen | |
 |
$24.99 Time Remaining: 17h 13m Buy It Now for only: $24.99 Buy It Now |
| NEW Fiskars 3 in1 corner & border punch 6 varities | |
 |
$5.91 Time Remaining: 17h 15m Buy It Now for only: $5.91 Buy It Now |
| NEW Fiskars 3 in1 corner & border punch 6 varities | |
 |
$5.91 Time Remaining: 17h 15m Buy It Now for only: $5.91 Buy It Now |
| Fiskars craft mat 15x15cm | |
 |
$6.31 Time Remaining: 17h 32m Buy It Now for only: $6.31 Buy It Now |
| FISKARS 9" BYPASS TRIMMER CLEAR ORANGE SCRAPBOOKING CRAFTS PHOTO CROPPING NEW! | |
 |
$16.99 Time Remaining: 17h 35m Buy It Now for only: $16.99 Buy It Now |
| Fiskars Paper Trimmer Replacement Blade | |
 |
$3.99 Time Remaining: 17h 42m Buy It Now for only: $4.50 Buy It Now |
| Fiskars 6" Softouch Micro-tip Scissors 9921 NIP | |
 |
$13.99 Time Remaining: 17h 50m Buy It Now for only: $13.99 Buy It Now |
| Fiskars Paper Crimper Crafts Scrapbooking Tool | |
 |
$4.55 (8 Bids) Time Remaining: 18h 3m |
 |
Fiskars 12-99087097J, Portable Rotary Paper Trimmer, 28mm, 12-Inch
List Price:  |
 |
Fiskars 9698 Euro 12-Inch Portable Paper Trimmer
List Price: |
 |
Fiskars 95997097J, Portable Paper Trimmer Replacement Classic, Non Triple Track, Blades, 2-Pack
List Price: |
 |
Jigsaw Puzzle 234 Pieces 4"X6"-Puppy Playmates
List Price: |
 |
Wee Gallery Rubber Stamp Set, Safari
Sale Price: $24.95 |
 |
Fiskars Scissors Border Punch Joy Border
List Price: |
 |
Scrapbooking for the First Time (Fiskars Photo Memories, 2165)
Sale Price: $1.24 |
 |
Photo Memories Accents Family Legacy (Scrapbook Success made Fun And Easy)
|
 |
Crop In Style XXL Rolling Tote, Black
Sale Price: $139.95 |
 |
Fiskars 01-005578 Continuous Stamp Wheel Ink Cartridge, Navy
List Price: |
