Brandish Creative

You’ve heard the expression “Too soon?” 

This is the first communication I’ve seen from Carnival since their recent Triumph debacle. Perhaps a sincere PR campaign that shows their commitment to perfection would make more sense. Sweeping problems under the rug is probably not the best approach. 

Anyone care to answer the billboard?

• Curation
• Ideation
• Gamification
• Big Data
• Social Media Expert
• Ninja
• Diva
• Guru
• Thought Leader
• Influencer
• Tribe
• Viral
• Sticky
• Think outside the box

Regulars at Starbucks who like some cream (or skim or soy) in their coffee know to ask the barista to leave room. The same principle can be used for tweeting. 

If you hope to be retweeted, it’s not a bad idea to leave room by not using all of your allotted 140 characters. Many people like to add a comment when giving an RT.

Lets do some simple aRiThmetic. (sorry)

RT = 2 characters + a space + the length of your @name (longest possible is 16) + colon + another space = 21 . So right there, BEFORE any comment can be added, assuming you have a long handle, your tweet can’t be longer than 119 characters. So now you know your starting point. 

Now any amount that is fewer than 119 is your room for cream.

Happy tweeting and retweeting.

- @RobSchnapp

Found this in my closet the other day. It’s called the Dazzle Hollywood DV-Bridge. I bought it a bunch of years ago to transfer analog camcorder tapes to my iMac. Somebody in one of my Yahoo! groups recommended it to me. It worked, but it was slow and clunky with lots of wires involved.

The word “Bridge” is what I find significant. The bridging of analog to digital, past to present.

Remember those VHS and DVD combo players? Anybody driving a Prius? These are examples of what I call bridge technology. 

We’re still in the bridge period. Some people are still scanning old photos. We still have landlines, although we rarely use them. Electric cars have not replaced hybrids. But I do think we’re more than half way across the bridge.

We’re nearing the toll booth. No need to look for change. I’ve got EZ Pass.

- Rob Schnapp

The title “Social Media Is Bullshit” caught my eye when I saw it on Twitter. As an always-curious social media enthusiast, I just had to read it. The title certainly captures a sentiment that many share (usually outsiders who haven’t delved into social at all). But this book was not written by an outsider or a noob. No, the writer in this case has a substantial Twitter following.

Let me first say that I see great value in many social media platforms. Briefly:

• Facebook has allowed me to connect with friends in a way that is second only to seeing them in person.
• Linkedin has allowed me to have a professional network that beats the crap out of an old-timey rolodex any day.
• Twitter has allowed me to learn tons of new things while connecting me to interesting people (such as @BJMendelson).
• Tumblr has given me a simple way to publish my thoughts and opinions.
• YouTube has given me a simple way view and host videos with the ability to share them almost anywhere.

I also believe that, used intelligently, businesses can benefit from some of these platforms. For example, one of my small business clients’ needs was much better served by an engaging Facebook presence rather than ads in the local paper.

But in the words of Larry David: “Having said that…”

I do see plenty of bullshit on all of these (and other) platforms. It usually happens with people who have a self-promotional agenda and yet little credibility. On the surface, there’s nothing wrong with some good old fashioned marketing. With lots of people on these networks, it makes sense to fish where the fish are. But a whole slew of predators have proclaimed themselves to be social media “experts” (as well as “ninjas” “gurus” “divas” and “rock stars”) in order to consult, sell books, and get lucrative speaking engagements.

Yes of course this writer wants to sell his book too. But after you read it, you’ll quickly realize that his goal is not to market himself but to pull back the curtain on the “experts.” He’s not so much calling the platforms bullshit. But rather he’s saying that “social media” is full of bullshitters.

The author, B.J. Mendelson, provides facts to expose hypocrisy and lies. One of the most blatant examples in the book is Chris Brogan’s 2011 Webinar ($47) “Learn Google+ for Business and Networking.” Mind you this was before G+ even allowed businesses a presence. Further, Brogan claimed to have spent an impossible 250 hours on Google+ only 24 days after it launched. Mendelson also spends time deconstructing numerous “social media success stories.”

Like any social media geek, I tweeted about what I was reading. To my surprise, I got a response from the author with his phone number and an invitation to discuss his book. (I blurred it out here even though it’s in the book). Yes he believes #SM is BS but he’s open to engaging with people. My conversation with him was genuine and low key. No bull.

If you’re a social media enthusiast, I recommend you read this book.
If you’re a social media “expert” “ninja” or “guru” then I insist you read this book.

- Rob Schnapp

@robschnapp You’re invited to join our #glassexplorers program. Woohoo! Make sure to follow us - we’ll DM in the coming weeks.

March 30, 2013

In the true spirit of early adoption, I am definitely looking forward to sharing my Google Glass experience with anyone who cares to hear about it. Stay tuned.

- Rob Schnapp

by @RobSchnapp

It’s always nice to get new follows on Twitter. It expands your network and, lets be honest, feeds the ego just a little bit. I absolutely look at every new follower’s profile.

I don’t follow everyone back. That’s not to be elitist. It’s just that I actually look at my Twitter feed so I need to keep it somewhat manageable. The founding principle of Twitter is to “follow your interests.” Facebook is your social graph. Linkedin is your professional relationship graph. But Twitter is your interest graph. And if I followed back every single account that followed me, I’d end up clogging my feed with things that may not interest me.

Some say it’s good manners to follow everyone back. I disagree. The way you interact with folks will demonstrate your social media manners (#smmanners) as opposed to your following/followers ratio.

By the same token, there are people who I wished would follow me back. But I’m not going to unfollow them just for that reason. If I find value in what they’re sharing, then I will continue to follow.

So how do I decide who to follow back? Here’s some of my criteria:

• If you’re a friend in real life then I will follow you back.
• If you’re a famous person and you follow me, I’ll follow you back. Yes I admit it.
• If you’re hilarious, I’ll follow you back.
• If you tweet about things that interest me, I’ll follow you back.
• If we’re in the same industry, I’ll likely follow you back.
• If your profile picture is an egg, no follow back (unless irl friend).
• If you don’t have a bio in your profile, no follow back.
• If your bio says “social media expert” “guru” “ninja” or a few other similar descriptions, a follow back is not likely.
• If your bio says #TeamFollowBack, no follow back.
• If you tweet the same link over and over and over, then you have no interest in what I, or anyone else, have to say. No follow back.
• If we’ve interacted in a Twitter chat and you follow me, I will follow you back. (of course I may follow you first)
• When considering a follow back for a high volume tweeter (20,000+ tweets) I will look to see how many of your tweets begin with @ (as opposed to .@) because that will tell me whether or not you are an engager. If you have lots of them, you are indeed an engager. I like engagers. I also know that despite your high tweet frequency, you will not be clogging my feed. I’ll likely follow you back.
• High volume one-way tweeters will just end up clogging my feed. Follow back not likely.
• If your following/followers numbers are very high and almost identical, I’m pretty sure you are just hunting for follows. I know that if I don’t follow you back within a couple of days, you will unfollow me anyway. No follow back (of course if you fall into my other follow back criteria, then I will follow you)
• I am not a follow hunter. I follow way more people than I have followers. If you are the same in that regard, I may follow you back (depending on other aforementioned criteria).
• If all you do is tweet links to Mashable, then I don’t need to follow you back.
• If your tweets tend to include “RT” “MT” “ht” “via” that means you like to give credit where credit is due. That helps your chances for a follow back.
• If all of your tweets are Foursquare check-ins, no follow back (with the exception of @stevewoz).
• If all of your tweets just link back to your FB page, no follow back.
• If your tweets aren’t in English, sorry, no follow back (with the exception of @ElBloombito).
• If your twitter feed exists only to promote your new book (or something like that), follow back not likely.
• If you have a protected account and I don’t know you, no follow back.

What’s YOUR criteria for following back?

The short answer is yes. And here’s why:

Writing makes you a better writer. It sounds like an obvious statement but the more you do any task, the better you can do it.

Okay fine, writing makes you a better writer. But why a blog?

One of the best things about blogging is that it can help you establish your brand voice - as a business or in your individual career. You will create a footprint that can show up if people search for you. Credibility can be gained if you write about relevant topics. Done well, some might even call you a thought leader.

You can learn a lot by reading other people’s blogs. See what you like and don’t like. Certainly it’s a good idea to read blogs by people you respect. I’ve gotten a lot of good tips from successful bloggers via #BlogChat on Twitter.

When I started this blog, I wasn’t exactly sure where it would lead me. But as I began to write - and forced myself to write more - my antenna went up as I looked for interesting topics. Now as I go about my day, I may stumble across a few items that become blogworthy. 

For instance, last summer while walking around NYC on a hot summer day, I came across a sampling effort by a new beverage brand. I had an ah-ha moment about branding so I wrote about it (read it here).

And because I write a lot about social media, technology and pop culture, I am always seeking out the latest and greatest. It keeps me current - and dare I say: ahead of the curve.

A blog can also become your own personal reference library. You may find yourself in a discussion with a potential employer or client that requires a follow up. If you can include a link to a relevant post you’ve written, you can deepen your connection with that person.

Some blogs seek monetization and therefore benefit from having a very large readership. But that’s not the goal of every blogger - as least not directly. The goal is to raise your perceived value. But more than just your perceived value, you can raise your actual value with new opportunities.

So what if nobody reads it? That’s okay. At first. But once you’ve created some posts you like and you’ve gotten into a groove with your writing, start sharing via your social networks (and you better be on social networks). Don’t expect the world to drop everything and read and respond to your blog. Although that would be nice, it’s important for you to take the first step toward creating your footprint.

Happy blogging.

- Rob Schnapp

PS. Is anybody reading this??

Ah yes. Yet another blog offering up Facebook tips.
True. But just passing on some helpful things learned along the way.
Hope you Like.

MAKE SURE YOUR PROFILE PICTURE AND YOUR PAGE LOOK GOOD. 

Your profile picture needs to look good in a little square. Good chance you’ll want to use your logo. But what if your logo doesn’t fit neatly into a square? You may need to shrink it down to fit. Just don’t let it be automatically cropped because you’ll end up with a cross section of your logo – and that will look awful. Your profile picture is what will appear in newsfeeds every time you post. So make sure you optimize.

You also need a cover photo (851 x 315 pixels) that reflects your brand. For example, it can be a photo of your team, your office, a bigger version of your logo, a welcoming message (keep in mind that any words in your photo are not readable by search engines). Regardless of what you choose, it should be relevant and visually interesting as it is the first impression visitors will receive.

YOUR INFO IS CRITICAL.

There’s no point in having a page for your business if you don’t edit your Basic Information. What is your business’ address? Website? Contact email? Phone number? Be sure to fill in the “short description,” “description” and “mission” fields with relevant details. All of this will help you be found by people who may be interested in a business such as yours.

CREATE A FOOTPRINT BEFORE INVITING THE WORLD.

So many businesses set up a Facebook page and start inviting people before anything of interest has been posted. Take a few days to post some items on the page. Get comfortable with the process.

BEGIN INVITING PEOPLE IN CONCENTRIC CIRCLES TO LIKE YOUR PAGE.

Start with your closest friends and family. They won’t have any reservations about Liking your page even if there’s not much going on there. Next, when you cast a slightly wider net of friends, there’s already some activity. Because some people may be hesitant to Like a page without many other Likes or content, consider holding off inviting the people you really want to attract to your page (potential customers, influencers). You’d probably rather have them see your page for the first time after it’s up and running with some vibrancy.

BE RELEVANT, BE INTERESTING, BE FLEXIBLE.

Post about topics that make sense for your line of business. Even if you’re in a business that isn’t inherently exciting (a dry cleaner, for example) you can still show some personality. You may find discussions going in a different direction than you anticipated. Flexibility is key in this situation. Go with the flow rather than trying too hard to bring the conversation where YOU want.

DON’T CLOG EVERYONE’S NEWSFEED WITH GENERIC POSTS.

Does your business really need to acknowledge every holiday? People won’t be upset, or even notice, that you didn’t wish them a happy St. Patrick’s Day or Flag Day (of course if those particular holidays are relevant to your business, by all means post about it).

STOP SELLING.

This sounds counterintuitive, doesn’t it? Your Facebook page is not an advertising vehicle. However, it can be an opportunity to engage with your potential customers. It’s Social Media. Be social. An occasional self-promoting post is fine. But keep it to a minimum.

KEEP YOUR PERSONAL OPINIONS TO YOURSELF.

Unless your page is about religion or politics, do not post about religion or politics. 

LISTEN.

It’s not all about you. If you went to a party and got into a conversation, would you only talk about yourself? Hopefully not. If you did, you wouldn’t make many friends.

RESPOND (ASAP).

Use your social graces. Just as in real life, you respond when someone speaks to you. Hopefully your posts are generating conversation. If so, good! Be sure to respond the same day. The sooner the better. Even just a simple “thank you.” In addition, it’s a good idea to Like people’s comments. Encourage further conversation. 

DON’T DELETE NEGATIVE COMMENTS.

It’s bound to happen at some point. Someone will post something negative about you on your page. It’s best not to delete it, but to acknowledge it. And do so with respect – even if it upsets you. Take the high road. Ask the negative commenter to call you so that you may fix the situation. Or ask if you can direct message to them. If you delete the negative post, the complainer will complain about you elsewhere. And loudly. If you respond to the complainer with negativity, you may damage your own reputation. Stay calm. Stay above the fray. Handled poorly, you may turn off friends and fans who never had a problem with you. Handled gracefully, you just might convert a complainer into a fan.

DON’T PUT EXCLAMATION POINTS AFTER EVERY SENTENCE!

It’s good to be enthusiastic! But it can get annoying! It’s as if you’re always shouting! STOP!!!

SPELING KOUNTS.

Seams obvious butt you dont want to appeer uninteligent. Its disstracting. 

IT’S ABOUT MORE THAN JUST WORDS.

You know the cliché “a picture is worth a thousand words.” Face it, pictures attract eyeballs. So post pictures from time to time. And videos. Posting videos from YouTube is easy. (see next tip)

POST VIDEOS AND ARTICLES (NEATLY).

When you want to post a video from YouTube or a link to an article, copy the url (figure 1) and paste it into the box on your page that says Write something… (figure 2) You’ll see a picture from the article or video appear with a brief description of the content. Before you click the Share button, delete the url that you pasted a moment ago from the comment field. (figure 3). Why? Well, technically you can leave it but it is redundant and sloppy. Now type in your own comment about what you are sharing. Once you are ready, click Share.

PACE YOURSELF.

At first, try posting maybe 2 or 3 times in a week. Many pages post a lot in the beginning and then give up. Better to take your time until you get comfortable with the process.

PLAN HEAD, BUT DON’T AUTOMATE.

It’s a good idea to create a bank of things you’d like to post. Relevant articles, pictures and videos for example. Make a schedule if that helps you. Some people like to automate their posts with services such as Hootsuite. But that can backfire. If there happens to be a major news event at the same time you’ve scheduled a post, you can get lost in the chatter or worse, you can embarrass yourself. For example you may have scheduled a post that coincides with an event such as hurricane Sandy. People are dealing with a serious problem while you’re promoting your business. Be aware of what’s going on in the world and in your community. Post accordingly.

DON’T ABANDON.

So many businesses set up a Facebook page and then do nothing with it. And yet you’ll still see them asking you to Like them on Facebook. You wouldn’t invite potential friends to an abandoned lot. So don’t invite them to an abandoned Facebook page. You won’t see an immediate ROI. It’s about building relationships. And that takes time. Stick with it.

STAY CLASSY.

Remember, this is a public place. Don’t disparage your competitors – or anybody else for that matter. And if your fans trash talk your competitors, don’t join in or encourage it.

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