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How to Turn Your Social Media Upside Down

June 27, 2017 By Sue-Ann Bubacz 32 Comments

Results-oriented sounds so buzzwordy (is that a word?!) I hesitate to use it.

How To Turn Your Social Media Upside Down

 

But I think asking yourself why you want to include social media in your marketing mix is useful in designing your strategy.

Social presence. I hear that a lot. I’m not sure the term works for me though.

It sounds flimsy, like sticking your business card on the grocery store cork board with a pushpin. There you are. See? That’s why “presence” just isn’t enough.

And, it’s also why I’m flipping this social media marketing how-to follow up post around and throwing out the evocative question, “Why?” instead.

Yeah, yeah, I know, you want a social media presence but still I ask, why?

Showing up in the first place, I suppose, supports the “presence” part and, I guess we can include the visibility in your marketplace from social as presence. But again, big deal.

Just sitting there, pumping out the company line or promoting all-you-all-the-time (Hint: if you don’t think this is you, check your feed…) isn’t cutting it. Not even close!

Being “visible” by offering a social media “presence” in this way is being a ghost. There’s no meaningful exchange, only a vision of something there. Stagnantly sitting there. I feel dull even talking about it.

I don’t know about you—whether you’re big, small, a solo flyer, or a man you ought to see that one conglomerate—but, please I ask you, give your social media approach a heartbeat. At least!

I know asking for a personality on top of everything else may be driving you right over the edge, but think about this, okay?

Because, if you take a results-driven approach, your goals for your social media marketing strategy involve connecting, communicating, even converting.

Oh, my. These are much deeper results than a mere presence can ever deliver, right?

Does your SMM have a heartbeat

Three Words

Create. Curate. Converse. Okay, okay, so I stole these groovy words from this hippie marketing guy. His name is Tad Hargrave and he turns out to be this incredibility intellectual hippie marketing guy.

The topic of a recent webinar was niching and in it, Tad talks about how you need to find your role in the larger community to determine where you fit in or how you belong. Of course, social channels are integral to this process, particularly for digital businesses.

Tad says all marketing revolves around what you create, curate, and the conversations you have in business. Hmmm.

You know, he may have a tremendous point in this, the more I mull it over. For example, even in my local boutique biz, the create, curate, and conversate focus absolutely applies.

I curate, for example, when I subcontract with a partner business and provide an additional service to my clients. I’m handling their extra need or needs for them professionally. Even if those needs are outside of my direct expertise.

This enhances my services and adds to the customer experience when working together, as well as garnering great fodder for marketing. As in, “Hey, call these folks—they do it all.”

When I create and deliver something beyond what a client expects from my product or service, I am marketing via what I create.

[clickToTweet tweet=”Growing a business happens when you exceed expectations when providing a product or service.” quote=”Growing a business happens when you deliver on and exceed expectations in providing a product or service.”] So, creating a solid product definitely falls under good marketing.

Marketing from Your Market

Finally, you’ll find your customers give you the best marketing panache of all and you’ll learn more about yourself and your business by listening to what they have to say.

They WILL tell you what you do differently or uniquely in the market or what you stink at, for that matter. (Hint: make sure they have nothing to say in the stink column!)

So this is how conversation is bigger than big in your marketing machine. But remember, the listening side of having a conversation tells you quite a bit, so please don’t forget to listen closely.

Try to pick up on the unique themes you learn in those conversations, but also pay attention to the things that come up most. Hone in on your best assets, but don’t forget to listen for areas needing improvement and act on any flaws you find to make corrections.

Social Media with personality

Taking Tad’s 3 C’s of Marketing on a Social Spin

I think Tad’s three C’s for marketing set the perfect simple framework to guide your social strategy as well. Use them as a guideline to begin digging for the deeper value, reach, and the results you want by activating your SMM (social media marketing) plan.

Translating this framework to social:

What you create, you amplify and promote by sharing.

But try to edit yourself and only promote your best content. This is hard sometimes because sharing your content on your social feeds is how you test its value.

On the other hand, amplifying and promoting your own content is only a portion of what you want to show on your social stream.

Don’t be afraid to show a personal side occasionally. But if you’re doing social media for business purposes, then keep your posts business-like and on topic, for the most part.

What you curate helps the people you interact with by being valuable vetted content you share with them, providing insights and resources.

Go ahead and throw some thought-provoking content or something super interesting into the curation mix, even if you do stray from your usual topics.

Humanize Social

Aaron Orendorff threw something out a little while ago on his social media, for an example, that totally changed my mindset and helps me beyond words.

If you know Aaron, you may think he’s a pretty fun and funny guy—along with having writing brilliance and all that—but he’s totally best at being human.

If not for his hilarious and oh so thought-provoking hashtag (how social can it get?) #LetsGetRejected, I may not be writing this right now. Now that’s a connection.

But people, if writer-the-world-over-Aaron has to pick himself up and keep on writing because it’s a tough game where your ideas, blood, sweat, and tears are always scrutinized, then why can’t I?

I reached out to thank Aaron for saving me (from the nearest bridge) as I was about ready to quit writing and feeling quite distraught. But, with one of his usual gracious and human with a capital “H” replies, he generously uplifted me even more.

As a result, I have a new writing mindset. Thanks, Aaron!! (Hint: Aaron writes for some of the biggest and best publications imaginable. I suspect even a rejection from some of his list would feel like a huge win for a guy like me. lol)

Add Some Zip in Your Mix

Make sure to make yourself interesting and worth noticing. I cracked up laughing at Chris Brogan who pleads with folks to just quit being tofu on social media.

Actually, Chris doesn’t want your business, in general, to be bland tofu. In a recent newsletter, he explains what made his tofu pot boil:

The origin of this rant is that someone tweeted me a nice compliment. I realized that I’d seen the person’s name in my feed a few times in recent weeks, so I thought, “Hmmm, maybe I’ll give this person a follow and see what they’re all about.

His Twitter bio is a jumble of buzzwords (#mostly #with #hashtags)

His last 20 tweets are retweets with commentary of other people’s stuff (correction: nearly ALL his tweets point to other people’s stuff)

The “commentary” above each tweet are all generic and/or other people’s words.

In other words, tofu. Bland. Takes on the flavor of the stuff around it. No one loves you, tofu. (Vegans, you do NOT love tofu. You love that there’s something you can eat instead of meat. That’s two different things. I will FIGHT you on this.)” ~Chris Brogan, Owner Media

I had to tweet Chris after reading this one for sure, expressing how I never hope to be tofu and don’t think I am. And because he’s not known to be tofu himself, he tweeted me back:

Visual with Chris reply

Being polite doesn’t hurt either, I find, so I thanked him for replying. But being polite doesn’t mean following everybody and their brother.

You want real followers and real engagement and not just followers for followers sake.

The first time I tweeted Chris was nearly two years ago, even before I subscribed to his smart newsletters, and guess what? He responded that time too. So, I know he walks the talk, while many at his level of notoriety simply tell you to do on social, what they themselves do not. Hmm.

Don’t pay attention to follower counts, but to users’ tweets. When was the last time they tweeted? How many tweets did they tweet? What are they tweeting? If it’s the same thing over and over, you may want to run!

Pay attention to subject matter. Is their feed a fountain of political spew and not a business site? Do they show more than one point of view? Do you want to hook up with a hater? I don’t.

Pay attention, that’s all.

Look, if there’s no chance for engagement, no chance to connect, no chance ever to collaborate, help each other, or find business opportunities, then the numbers are, well, meaningless.

[clickToTweet tweet=”It’s the quality of the community you build, not the quantity, that will cause SMM to work for you.” quote=”It’s the quality of the community you build, not the quantity, that will cause effective, results-driven social media marketing to work for you.”]

Careful curation:

  • builds trust in you
  • helps to develop your authority
  • creates more interactions and discussions around key topics

Introduction to content curation from Cendrine Marrouat

Curate to Relate

When you share content for folks you admire, you start to build a rapport with them. Reading and curating their content becomes, in time, a bridge to connect with them further.

I’ve had some wonderful results leading to actual relationships by using curation in this way. (Example: Aaron.)

Try it for yourself. (Warning: don’t be a pain in the butt. Connect with questions, answers, opinions, and thoughtful replies, for example.)

Earning respect goes far better than proclaiming it, don’t you think?

A good example is the DM’s (Direct Messages via Twitter) I receive. Most don’t seem to expect a reply so when you do reply, it ends there. Interesting. That’s NOT a conversation and hey, they (the DM-ers) started it.

Out of all the DM’s I’ve received (too many) since I’ve been on Twitter, this one guy stands out. He says in his DM to feel free to ask him any question. So, of course, I did. And not only did Jason Iverson of sbwp answer me, he also helped me out.

To top it all off, Jason and I had quite a few laughs during that interaction. His DM was from a person, a real one who responded and made me laugh. Perfect.

Some people do DM and instantly make that expert proclamation. While they may very well be an expert, I believe it better when I learn about them and then know it to be true more so than when they just say so via an impersonal DM.

Another favorite for me is the DM question. You answer. Interaction over. Well, that’s always fun, huh? Is that a conversation, I ask you? Did we actually connect in any way?

These non-interactions, to me, seem insincere and like you’re just blowing smoke up my…well, you know.

I Don’t Give a DM

Sincerity. I guess that’s the point I’m making. If you DM in an automated, no connection intended way, maybe you need to dump the DM magic from your social toolbox. Just an idea. 🙂

When you make connections with other sincere people, working for big companies or solo, you’ll find they are just like you, trying to do the best they can at their “thing,” whatever it is. Just like you!

The best outcomes result in collaboration with the people you engage with on (not just connect) social media, and I promise, this happens in real life! At least to me—several times in fact.

For these kinds of results, I feel gratitude for the opportunities generated from—OH MY I CAN’T BELIEVE I’M SAYING THIS—social media.

On that note, look for a post 3 to examine how to intentionally dig into your social media marketing strategy as outlined in this download.

If you missed the first post explaining three key things to think about before jumping in and doing SMM, you may have missed the comprehensive outline. It was put together for you to create your social media marketing strategy from the ground up or to revise and update your plan depending on where you are now.

Going through the outline will give you a great framework to get started, but importantly, it will help you do the thinking, research, and planning you need for a strong SMM strategy.

Human Contact

Relationships with Humans

If you listened to the Matthew Kaboomis Loomis webinar interview of Mike Allton from The Social Media Hat, highlighted in the last post, then you know selecting your key social network or networks hinges on this statement by Mike,

Any platform where I can create and improve on relationships with people and I can create content on my site and share that content to that network. That works well for me.”

Concentrating on relationships and not simply promoting yourself is the golden key to social.

Until the next post, brush up on these podcasts collected by Shrisha Shetty in 25 Social Marketing Podcasts to Make You a Pro. Some of my favorites are on her list and you may find a favorite there too.

Here’s one last piece of homework to make sure you are aligning your social media strategy to properly achieve measurable results. Remember “results-oriented” in the first sentence of this post? Great.

Because in this post for Buffer by Alfred Lua, he describes the top reasons why businesses use social media and how to align the desired outcomes with the proper metrics to analyze your true results.

Now that’s what I call looking at your social media upside down!

Let me know your thoughts in the comments. Don’t forget to share this on your social channels and to connect on social. 🙂

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Sue-Ann Bubacz

Sue-Ann is a Content Creator for Business, which works out well with her obsession for quality content creation AND her love for reading, writing, and learning! If she's not writing, she's probably dilly dallying around in water somewhere. Oh, and she's a small biz owner for over a quarter century. Connect with Sue-Ann if You Need Better Content:)
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Latest posts by Sue-Ann Bubacz (see all)

  • How to Turn Your Social Media Upside Down - June 27, 2017
  • Time to Finally Get Serious About Social? - May 31, 2017
  • How to Amaze with Resource-Rich Content Marketing - January 29, 2017

Filed Under: Social Media Networking SMM, Twitter Tagged With: content curation, small business, small business marketing, social media marketing, social media marketing strategy

Comments

  1. Ryan Biddulph says

    April 19, 2018 at 8:01 pm

    Excellent Sue-Ann. Conversing is so easy and powerful on social. If you talk to people, thanking them, starting genuine chats, bonds form. Bonds that of course grow business in most cases. But it is about being genuinely interested in human beings; not in what they can do for you. Get that down and the sky is really the limit with social media, however you intend to use the platform.

    Ryan
    Ryan Biddulph would love you to read ..3 Inclusive Blog Tips for NetworkersMy Profile

    Reply
    • Sue-Ann Bubacz says

      April 21, 2018 at 3:51 pm

      Ryan:

      Thanks for checking this one out. I know you like Chris Brogan and I feel sure, like me, you don’t have to worry about being Tofu anytime soon!

      I recently read a post you wrote saying that building relationships on social media means being willing to give and I feel like I’m doing this right, over a long period of time. Because, by supporting and interacting with folks for a long time first, suddenly they began interacting with me, right back. Recently I was complimented by a couple folks I respect for how good I am at rising others and it truly makes me smile.

      This brings opportunities and often, a person you can contact with a question, or idea, or to share your stuff with, eventually. When that starts happening, it’s really great for you and for your business, alike.

      And one more thing. I can’t tell you how far simple thank you’s get me! It’s a beautiful thing…

      Appreciate you popping in, Ryan. You are one hard working blogger and I hope to be as well-liked as you for my writing someday, too. Take care and thanks tons, Sue-Ann
      Sue-Ann Bubacz would love you to read ..How to Kill it With Cornerstone Content and WhyMy Profile

      Reply
  2. John Marc Ramirez says

    August 15, 2017 at 11:24 pm

    This article is well-explained because of its in-depth details about social media. I learned a lot from this blog article because it is full of helpful information. Keep writing more of this because your blog is full of great content. Thank you so much for sharing. 🙂
    John Marc Ramirez would love you to read ..Level-up with Instagram Today: 3 Tools to Help Boost Your Brand’s PresenceMy Profile

    Reply
  3. Vijay Shende says

    July 26, 2017 at 7:46 am

    Nice Article, Sue-Ann Bubacz ,,,,,,,really social media is the best to engage the audience in todays world and you have shared right words in this article.

    Thanks

    Reply
  4. Adrina says

    July 10, 2017 at 7:14 am

    Hi,

    This is nice post for social media upside down and having right idea here for making social media post. Thanks a lot for sharing

    Reply
  5. Ramesh Kannan says

    July 10, 2017 at 1:25 am

    Create. Curate. Converse , three words are aptly written in this write-up. Hopes more interesting article from you.

    Reply
  6. Hamza says

    July 8, 2017 at 2:24 am

    It’s an awesome Article. I love reading Your Article. In your articles Each and every word is well written and you added very valueable infromation in your articles.

    Reply
  7. Sue-Ann Bubacz says

    July 6, 2017 at 10:48 am

    You’re welcome. I’m not sure if it works as a “fast” solution but you can definitely get started fast enough with a few button clicks. The trick is making your social media marketing “meaningful” I think. Thanks for taking time to comment.

    Take care, Sue-Ann
    Sue-Ann Bubacz would love you to read ..How to Craft Content to Crush It With WritingMy Profile

    Reply
  8. Simran says

    July 6, 2017 at 6:27 am

    Very catchy article!! Explained so beautifully. Liked the “Human Touch” aspect of Social Media, importance on proper engagement, making it lively etc..

    Reply
    • Sue-Ann Bubacz says

      July 6, 2017 at 10:57 am

      Simran:

      Thank you for the lovely comment. Human, human, human…makes the work go around:) I think it’s true.

      I think I’m funny when I write sometimes so, I’m so pleased you felt it was explained well and understand how engagement is a cornerstone to content, in general, and social media as well!

      Thanks for stopping, Sue-Ann
      Sue-Ann Bubacz would love you to read ..Your Guide to What Content Marketing Is NOTMy Profile

      Reply
  9. Sara McCann says

    July 4, 2017 at 8:38 am

    Another fantastic post Sue-Ann! I love reading them and got a great deal of helpful and friendly advice from this. Much appreciated.

    Reply
    • Sue-Ann Bubacz says

      July 6, 2017 at 10:52 am

      Sara:

      Go ahead and make my day by showing up to share and comment on this one! I certainly can’t say how much I appreciate the support! You’re a rockstar, Sara:)

      I’m so pleased you find it both helpful and friendly—a good sign for writing! Best wishes and thank you again, Sue-Ann
      Sue-Ann Bubacz would love you to read ..Blog Sparkle and BlingMy Profile

      Reply
  10. Rama Krishna says

    July 4, 2017 at 5:03 am

    Hi,

    This is nice post fro social media upside down and having right idea here for me. Thanks a lot for sharing with us

    Regards
    Rama Krishna

    Reply
    • Sue-Ann Bubacz says

      July 6, 2017 at 10:44 am

      Hi Rama:

      I was out floating in a boat on the 4th but, I wanted to thank you for taking time to read and comment on this latest GrowMap post. I appreciate it and hope you’ll check out part 3, too! Thanks again, Sue-Ann
      Sue-Ann Bubacz would love you to read ..Blog Sparkle and BlingMy Profile

      Reply
  11. Sue-Ann Bubacz says

    July 1, 2017 at 8:24 am

    Well, mostly I think it has to do with the limited number of characters allowed when sharing on social streams. Yes, it may look nicer but mainly, you want to have more room to say something (important) rather than simply share a link and this allows an opportunity to do so.

    Have a great weekend and take care, Sue-Ann

    Reply
  12. nyatichi says

    June 30, 2017 at 5:40 am

    I personally am very skeptical about social media as it is easy to have a slip up and get things in a mess if your social media manager is not level headed. in addition, there are difficult clients who, when dealt with on social media feel like they are not being taken serious. i think social media is a catch 22 situation

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 12:02 pm

      Nyatichi:

      I don’t blame you. I was skeptical about the internet, a website, and hugely x 10 of social media anything!! But, I’ve changed my mind a lot as I learn and go forward:)

      But, what I think you are mostly talking about in your comment comes down to management. For example, you do not want a Social Media Manager who is NOT level headed or to prevent human emotion from mucking things up (even from a level headed person) you can implement a check and balance system like a wait time or second approval to make sure you won’t have problems from an impulsive response.

      For client problems, social media and 140 characters often will NOT be the best way to handle and resolve situations but, in my next post I have a link to an article with examples of how some companies are alleviating a lot of customer service time and aggravation with shorter and faster response that their user (customer) base loves and is responding to. This saves them time and man hours and also elevates a positive p.r. publicly seen on social networks and offers real-time interaction with their audience. So again, I think the problems you are describing are management issues more so than problems with using Social Media Marketing.

      And, of course, you may choose NOT to use social media for your business or for one part of business like customer service.

      Anyway, next post will be more step by step starting with a look at your company and how to manage an SMM Strategy to meet business objectives and user needs at the same time. Possibly something useful for you to check out.

      Thanks so much for your perspective and taking the time to comment. Have a nice weekend, Sue-Ann

      Reply
      • nyatichi says

        July 2, 2017 at 1:03 am

        thanks for your response, i believe that the two level approval system would be great. nonetheless, your reply was informative, as well as true. Management plays a key role to. thank you for your response.

        Reply
  13. Steven Jude says

    June 29, 2017 at 10:04 pm

    Social media is a big part of my marketing strategy. Create, Curate, Converse is definitely a principle i would like to systematize as part of my social media strategy. Thanks for sharing.
    Steven Jude would love you to read ..Tiny House Vs Small House Vs Container House: Best of All WorldsMy Profile

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 11:29 am

      Steven:

      Isn’t it just gold? I love the three “C’s” Approach and find it amazingly useful especially in the context of Social Media Marketing.

      It just makes sense and gives you an easy outline to work from in creating useful content for your social streams. And best of all, it’s definitely people and relationship-building oriented, which I think is so very important to all business efforts. Well, thanks for your note and have a great weekend, Sue-Ann

      Reply
  14. Kimsea Sok says

    June 29, 2017 at 9:46 pm

    Hello Sue!
    How are you doing today?

    This’s an awesome article. Social platforms become the most largest sources for website traffic and customer engagement. It is, however, not always working well for every business.

    I love your question.

    As a man of CopyBlogger said, if you want to figure out “How”, you should ask “Why”.

    So, why do we want to integrate social media with out business activities? Yeah. It’s a million question.

    I love the 3Cs formular but not often implement that.

    Anyway, thanks for sharing the article.
    Kimsea Sok would love you to read ..How to Get AdSense Account Approved After Published 4th ArticleMy Profile

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 11:17 am

      Kimsea:

      Thank you for your thoughtful comment. You know, the more I work with content creation and SMM, the more important I understand starting with the question, “Why?” I’ve studied with copyblogger too and I have to agree that knowing the “why” will help with the “how.”

      But further, if you can measure results by knowing what your content or social goals are, you can then know if what you are doing is, in fact, getting any traction or find hints for how to improve as you go.

      The three “C’s” for marketing that Tad talked about really resonated with me and is one of the reasons I took this post in a different direction than expected. But, I truly think it’s gold and we can ALL use it moving forward and upping our SMM game by considering this framework. I’m so pleased it resonates with you, as well. It makes the whole piece very worthwhile for me to feel it helps you!!

      Thanks again for taking time to read and comment on this one, Kimsea! I appreciate it very much, Sue-Ann

      Reply
  15. Ajay mahamana says

    June 29, 2017 at 2:06 am

    Thanks for providing valuable information regarding social media. social media is the fastest way promote your business and you grab an opportunity in single mouse click.

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 10:50 am

      Hmm. For me, I didn’t find social media to be a “fast” approach but, I suppose you have a valid point that it may come to a mere click! The one perfect click that hits the right target and ends in a result. But, generally, at least for me, it is more of a nurturing and building with time and effort that really gets notice and positive results I think. Thanks, Ajay, and keep moving forward with your social media efforts! Best, Sue-Ann

      Reply
  16. morris says

    June 29, 2017 at 1:59 am

    social media has become a better networking tool for corporate branding and marketing as it has bigger audience .

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 10:45 am

      Morris:

      Growing your audience and reach is most definitely an important component in SMM and so yes, it IS a networking tool…but, only if you “work it” to make it so, don’t you think? Thanks for commenting and take care.
      Sue-Ann Bubacz would love you to read ..Comment on Tune Up Your Visual Voice for Sparkling Web Design by Sue-Ann BubaczMy Profile

      Reply
  17. irene says

    June 28, 2017 at 9:01 am

    social media is the best way of marketing any business if used wisely. Keep sharing such useful article,you have put forward very valid points. It was fun reading it.

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 10:41 am

      Hi Irene:

      I’m so happy you think this is a fun read. But, I think you hit a most important point in your comment, too, in saying, “if used wisely” so I hope everyone gets that note:) Take care and have a lovely weekend. Sue-Ann
      Sue-Ann Bubacz would love you to read ..Comment on Tune Up Your Visual Voice for Sparkling Web Design by Sue-Ann BubaczMy Profile

      Reply
  18. mansi desai says

    June 28, 2017 at 7:22 am

    hi,

    thanks for this posting social media upside down in which that so many useful points are in that ,thanks for this posting ,

    regards,

    mansi desai

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 10:34 am

      Hello and thank you for taking the time to comment. I’m definitely about writing useful points!! Stay tuned for the next uber useful Social Media how-to! Have a terrific weekend and thanks again. Sue-Ann
      Sue-Ann Bubacz would love you to read ..Are You Walking a Social Media Tightrope?My Profile

      Reply
  19. Munyole says

    June 28, 2017 at 5:26 am

    Going social is a phenomenon with immense value to an organization. Besides making the brand visible, organization can use the strategy to build reputation and respect

    Reply
    • Sue-Ann Bubacz says

      June 30, 2017 at 10:27 am

      Munyole:

      Exactly. But, don’t forget the importance of relationship building to go beyond visibility when you work with social media! Have a great day and thanks again. Sue-Ann
      Sue-Ann Bubacz would love you to read ..Comment on Tune Up Your Visual Voice for Sparkling Web Design by Sue-Ann BubaczMy Profile

      Reply

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