Hedgehog & Fox Newsletter, Vol. 2, Issue 3

As mentioned in the last newsletter, I have also recently published a comprehensive report on e-learning in the association sector through my research and consulting firm, Tagoras. You can find out more about it at http://www.elearning2009.com.

Here’s what’s coming up on the speaking circuit:

• Georgia Society of Association Executives
  (Session on social media. Stay tuned for details.)

• Professional Engineers of North Carolina
  June 11, Myrtle Beach, SC
  This Changes Everything: Leveraging the New Web to Build Your Business
  and Boost Your Career

• Empire State Society of Association Executives
  June 25, Saratoga Springs, NY
  Takin’ It To The Web: Leveraging Social Media to Energize and Promote
  Your Events

• Council of State Home Care and Hospice Associations
  August 4, Newport, RI
  Strategically Social: Connecting Social Media to Your Organization’s Strategy

Visit http://jtcobb.wpengine.com/speaking to find out more or contact me at jtc@jeffthomascobb.com if your are interested in having me speak at one of your organization’s events.

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4. Essentials of the New Web: Facebook
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An attendee at a recent event where I spoke e-mailed me to ask how to use Facebook (www.facebook.com) for marketing. Since I had already intended to include Facebook in my “Simple Starts” series, I decided I would go ahead and cover it (a little sooner than planned) in this month’s newsletter.

First, if you are still not quite sure what Facebook is or are skeptical of the role that it could play in promoting your business, consider that the site currently has more than 200 million active users – and that’s up by 60 million just see December 2008. Moreover, it’s not just a place for teens or 20-somethings – the biggest growth area is users aged 35 and up (See more Facebook statistics)

In other words, it is certainly big enough to deserve some of your attention. And it may be one of the best opportunities you have for reaching a really targeted audience that actually wants to hear from you!

So, for those who don’t know or are a little fuzzy on it – what exactly is Facebook? In a nutshell, it’s a social networking site, one where you can sign up for an account, invite (and be invited by) others to be a “Friend,”  and then share written messages, photos, video, and a host of other things. If you are still not quite sure what “social networking” means, I highly recommend Commoncraft’s Social Networking in Plain English video.

There are many ways in which Facebook can be interesting from a business perspective. So many, in fact, that I’ll only scratch the surface here. My aim, after all, is to keep things simple. Here are some tips for leveraging  Facebook as a way to connect with your market.

1. Keep your profile complete and up-to-date

Your profile is at the core of your presence on Facebook and it represents one more way in which someone searching on terms related to products or services you provide can find you. Make sure you have filled out all parts of it that are relevant to your business and that you make use of key words and phrases relevant to your business when listing things like activities and interests.

And don’t necessarily skip things that may not seem truly relevant to your business. One of the ways in which Facebook differs from other marketing approaches is that it offers the potential for forming more personal relationships with your customers and prospects. Use your judgement, of course, but noting that you are interested in gardening or science fiction may actually lead to connections and conversations you would have otherwise never had.

2. Make an effort to connect

While having a profile on Facebook enables you to be found by other Facebook users and even by users of public search engines like Google, you will benefit greatly by letting people know you are there and by reaching out.

If you are serious about building up a presence on Facebook, make sure you include a link to your public Facebook profile on your Web site, blog, e-mail signature and other places your customers and prospects might see. Facebook deosn’t make it as easy as LinkedIn does to know what your public link is, but one trick is to log in to Facebook, click on “Profile” in the navigation at the top of the page, highlight and copy the Web address there, and then log out. Now, paste the Web address you copied into the browser and hit return. The new address that appears is your public profile address.

So, for example, my profile address when logged in is:

http://www.facebook.com/home.php?ref=home#/profile.php?id=614092991&ref=profile

But when I log our, paste in the address above, and hit return, I get:

http://www.facebook.com/people/Jeff-Cobb/614092991

This is my public profile address.

Making your profile address known is a start, but also use the search function in Facebook to find colleagues, customers, and others in your industry with who you would like to connect and send them a “Friend” request. And pay attention when “Friend” requests are sent to you. These are usually accompanied with suggestions for other people with whom you may want to connect.

3. Make good use of status updates

Part of participating in a social network is, well, participating. One of the easiest ways to do that on Facebook is by using that “What’s on your mind?” box at the top of your home page to share news, information, and insights with your network.

I often post in the “What’s on your mind” box when I do a new blog post – and I include a link to the post. But don’t just self promote. Share news and links that are truly of interest and value to the customers you serve.

4. Set up a Page and/or a Group

• Facebook Pages
• Tips for a Successful Facebook Fan Page
• Facebook Pages Get More Business Friendly

• Marketing Your Business on Facebook: Group or Page?
• How to Create a New Facebook Group

Naturally, the points above just scratch the surface on what you can do with Facebook, but spending some time to at least investigate each one will give you a clear idea of how powerful a Facebook presence can be. If you haven’t done anything with Facebook, start slow – concentrate on points 1 and 2 above and spend some time getting your bearings. Before you know it, you may find that Facebook is a core part of your marketing mix.

JTC

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5. High Value Clicks
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Here are some great free or low-cost resources on the Web to help you boost your Web marketing efforts:

Conversation Agent: Why Blog + 25 Tips to Make it Work – Free eBook

A free eBook on the value of blogging from one of my favorite marketing bloggers.
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Marketing and Growing Your Blog

My own series on, well, marketing and growing your blog.

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Museum 2.0: Educational Uses of Back Channels for Conferences, Museums, and Informal Learning Spaces

“Back channels” are becoming an increasingly common – and powerful – part of conferences and other events. This post is written from the perspective of the museum world, but most of the ideas apply anywhere.

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