So you can imagine my complete and utter dismay at the thought of compiling an analytics report for my client, the Southern Museum of Civil War and Locomotive History.  I needed a stiff cocktail when I saw the umpteen spreadsheets…sheets and sheets and sheets of web, attendance, revenue and visitor demographic data that I had to sift through and from which I was to create charts.  Not only did it take me a scadzillion hours to finish, but I thought my coworkers might commit me at the point when I wandered aimlessly around the office muttering random sequences of numbers like Rainman, but with no cognitive thought behind them whatsoever.

Once my comprehensive review of the clients’ 2009/10 marketing efforts was finished (and I regained my sanity), I was really excited to know what the data revealed.  For instance, I was able to conclude that website activity for the Museum has increased dramatically.  We have had nearly 10,000 more visitors to the site this year over last.  Suddenly, all of my yammering on about web presence and social media engagement was validated!  The Facebook and Google ads we created were the top referrals to the site.  The other good news was that our Facebook and Twitter followers have doubled this year.  The Museum has nearly 800 followers!  Now that’s a number I don’t mind looking at!

All in all, I have concluded that numbers and figures really aren’t so bad.  Even though I much prefer to write and create, the numbers are necessary so that I know that where I lead my clients will promote brand awareness and drive revenue, especially in this “bad news” economy.  So, as I wrap up my analytics report and kick back with a much-needed adult beverage, I wonder if I can get those Facebook followers doubled again next year.  Wait, what’s 800 x 2 again?

That’s why I was so happy to see that Grammar Girl wrote a post on this very topic!

I particularly like the advice to know what you’re talking about. I wouldn’t go on a blog about cars and start spouting off facts, just like you probably wouldn’t come on my blog and start talking about Twitter. (Unless you are a Twitter fanatic like me.)

Another good piece of advice is to keep your comment short – if you’re going over 300 words, then perhaps your idea would be best put in your OWN blog post on your own blog. Bloggers love insightful, helpful comments – not novellas.

Of course, fellow bloggers, it’s up to us to write intriguing posts that not only encourage interaction but help lead it along. Most blog posts should end with a question that requires more than a “yes” or “no” answer.

Do you have as much anxiety about leaving comments as I do?

Think back to your high school cafeteria. When you first walked in, the dozens (or hundreds or thousands, depending) of voices suddenly hit you like a wave. That’s Twitter.

The teachers and nerds may be discussing the latest news at their tables – stuff you need to know. The cheerleaders and jocks are probably gossiping at their tables – stuff you don’t need to know, but what you probably care about (even if secretly). And the emo kids are off at their own table, talking about some weird things you wouldn’t really care about. Then you have your own table with the people you communicate with the most. Now, from time to time you probably go over to where the drama kids sit because of that cute guy and sometimes you hang with the cheerleaders because your friend Becky is trying out for the squad this year. You join in the overall conversation.

Twitter = high school cafeteria. You only have a limited amount of time (140-characters exactly) to converse and get your point across.

So, you’re done with lunch and now you have to go to your locker. This is Facebook. Your locker is connected to those directly next to and above/below it. Those are your friends. On the outside you have a dry erase board where you put messages, like “2Good2B4Gotten” and your friends write messages to you like “I Wuz Here.” That’s your status update and wall. Inside your locker, you have your books, class notes, lip gloss and a pin-up of Justin Timberlake. Those are your apps and personal information. (You may even have a moldy sandwich … that’s like Farmville.)

You following me? Twitter is the cafeteria – everyone is in there, communicating, eating, sharing. While everyone is technically on Facebook, your own Facebook world is limited. Now, you could certainly open up your locker to everyone – but chances are you would only give out your locker location to certain people. Facebook is about building a community and having a conversation within that community. Twitter is a global conversation, open to all. (If you’re not down with the high school analogy, think of Twitter as a buffet in Vegas.)

Do you dig, or am I completely off the mark on this one? What are the differences between Twitter and Facebook in your opinion?

Todd Jackson, product manager for Google Buzz, called it “an entire new world within Gmail.”

On the other side of the aisle, Facebook is allegedly working on an email client that it is calling Titan. This news has come amidst yet another “Facebook facelift,” with the social networking site releasing more changes to the home page, specifically within the toolbar, with Messages, Notifications and Friend Requests now drop-down menus on the left-hand side of the screen.

There is a strong Internet buzz that Titan will kill off Gmail, especially since it is rumored that Titan will be able to be configured with any email client. With over 400 million users, it does seem that Facebook can’t really go wrong with this move. You can already search the web with Facebook. You’re connected to anyone who you want to be connected with. You can update your Twitter account through your Facebook status update with a special app. So if you incorporate email, would you have any other reason to leave Facebook.com?

I’m actually pretty excited about the changes within Gmail; however, I am a little skeptical about any true success. People are looking for the “next Facebook,” not another Facebook. We’re looking for something different that fits our needs in a better way. For a long time, we thought MySpace fit the bill just fine until Facebook one-upped them. If Google/Gmail had something truly innovative, then this would be an entirely different blog post. But they’re not one-upping anyone here – they’re just copying Facebook and hoping that the Google brand will encourage people to switch over.

What Google does have going for it is that the company has a strong track record of responding to consumer needs and desires. With that history alone we can expect several versions of Google Buzz to update our Gmail accounts over the coming months. And there are unique features that have been announced, and I’m sure there will be many more to come. For example, Buzz will be location-enabled on your phone, so it will know where you’re at without even being told. Ignore the creepy factor, and that’s pretty neat. But I’m not entirely convinced that those features will be enough to persuade people over to the Google-verse.

Who knows? Maybe two years from now I will be eating my words and Facebook will be as irrelevant as MySpace is, with Buzz leading the way. I do think Google is on to something with Google Wave, so perhaps they’ll end up mashing together Wave + Buzz + Gmail to create something that will end up eating the Internet.

The first wave is scheduled to start today; hopefully this won’t be on such a limited-basis release as Wave was. I also can’t find a date on when Facebook’s Titan will be released, though I’m thinking that will be sooner rather than later in an attempt to stay ahead of Buzz.

The best news about all of this? With some of the best online sites duking it out, we all win.

Dear Facebook,

Facebook, Facebook, Facebook. What happened to you? What’s happened to us? When I first started seeing you, I was still in college. You promised me exclusivity, and in return I shared important information and intriguing facts about me that hardly anyone knew at the time, including the fact that I truly believe “The Great Gatsby” and “Confessions of a Shopaholic” are two of the greatest books of all time.

After some time of that, you began sneaking around. My friends told me that you were flirting with the idea of letting high school students join us. What?!? These were high school students. I thought you and I were beyond that. But you let high school students on, and I eventually became used to that fact. I still loved you, no matter how you treated me.

Once I got used to that (and almost forgot about it, actually), you threw another curveball my way. I was told that you were going to see anyone over the age of 13. Anyone. What happened to the exclusivity? I felt like you were changing, yet I had stayed the same. I tried to break up with you then, but you lured me back. We had so many mutual friends, and you always managed to come up in conversations. How could I not stay away from you?

Then you began messing with your appearance. I originally loved your simplicity – that was the best part about you. But then you introduced applications and became cluttered. I began to get invitations to events that I would never, ever want to attend. And you began sharing my information. I had to ensure – constantly – that my security settings were always set on private rather than the default public options. I began to get tired of you.

And now, here we are. At the beginning of the year, you basically told me that you didn’t care about my feelings or security. You’re completely different from when I first met you – which is okay, because change is a part of life. But I can’t help but think that your defiance is just a knee-jerk reaction to the other cutie in the room, Twitter. And you’re going about it all wrong, Facebook. You were my first love. But of course I’m going to see Twitter. Why shouldn’t I? You so clearly don’t care about me.

So I’ve made the harsh decision of keeping some of my private information from you. I first went up to my “Settings” tab, located at the top right hand side of my screen:

I then hit the “Privacy” section, which is the second to the last selection on the Settings page:

From there, I first clicked on “Profile Information”:

And there I was able to select who could see what about me. I changed the default settings from “Everyone” to “Only Friends.”

Sadly, I couldn’t stop there. I had to go back and go to “Contact Information” and repeat the same exercise, changing it so that not “Everyone” can see how to contact me. (I actually usually recommend that people keep SOME information public, but considering how accessible I am online, I keep my Facebook fairly private.)

Then, I had to go back AGAIN and click “Applications and Websites.” There, I had to select what my friends could share about me – because even if I choose not to have my information shared with everyone, that doesn’t mean that my friends feel the same way:

Facebook, I didn’t want to have to do this, but it’s done. And I’m very happy with Twitter and LinkedIn. But I do miss the way things were, and I dream about the way things could be once again if you take some time to go back to your roots. But until things change, I feel like it’s important for people to be aware of your thoughts on our privacy, how they have changed over the years, and what they can do to protect their privacy and security if they so desire.

Because now? You’ve set yourself up to become another MySpace. All it’s going to take is another college student with too much free time and a predilection for privacy, and Facebook could easily be a thing of the past.

Much love,

Carly

Was my letter too harsh? Completely off the mark? Do you agree with Facebook’s founder Mark Zuckerberg when he says that people don’t care about privacy anymore? And how do you protect your privacy online? Let me know in the comments!

]]> http://www.oneillcommunications.com/2010/01/openlettertofacebook/feed/ 0 http://www.oneillcommunications.com/2009/12/my-christmas-wish-list/ http://www.oneillcommunications.com/2009/12/my-christmas-wish-list/#comments Thu, 17 Dec 2009 21:22:24 +0000 Carly http://oneillcommunications.com/?p=1748 Diamonds? Chocolate? Gift cards? Nope. Well, actually, yes … but those gifts aren’t the focus of this particular wish list.

These gifts are a copywriter’s/marketing professional’s/blogger’s/geeky girl’s dream … so what are you waiting for? Click the link and find out what I want for Christmas.

1. A Nexus One. The rumors that Google has been developing a phone have been circulating for years, but it’s finally been confirmed and the phone is expected to be on sale in January 2010.
2. This ‘Fail Whale’ necklace. The ‘Fail Whale’ is genius, although I’d much rather see him glittering around my neck than on my screen when I’m trying to tweet.
3. A MacBook Pro. With Final Cut Express and Aperture installed, please and thank you.
4. A Canon Rebel. All the cool bloggers have one.
5. These cool holiday backgrounds for my desktop. (Ha! These are free, and Chantelle designed them. Be sure to download one to get into the holiday spirit!)

I’d also settle for Facebook to care about my security, for AT&T letting my iPhone using friends actually use their iPhones, and for Twitter to actually work for longer than 48 consecutive hours.

You can mail any of the above to 1000 Parkwood Circle, Ste. 360, Atlanta, GA 30339. Please mail to the attention of Carly Sharec so that there is no confusion.

Everyone have a great (and safe) holiday season!

Tell me, what do you want this year?

What exactly does this mean? For example, let’s say you search for Tiger Woods. I’m not sure why you would considering we haven’t heard anything about the guy in ages, but let’s just pretend you want to see what he’s been up to lately. So if you type “Tiger Woods” into Google’s search engine, you see this page:

Note that you first see news results, Tiger’s official Web site and the Tiger Woods Wikipedia entry. However, now you’ll see a “Latest Results” box:

This box consists of the latest postings on social network sites about Tiger (including Facebook and Twitter) as well as articles from news Web sites and Yahoo! Answers. It updates automatically, so there is no need to refresh your search results. In fact, you can click on the “Latest Results” link and be taken to a search results page that specifically updates from these real-time results:

So. What does this mean for you and your brand’s online identity? We now not only have to ensure that your Web site’s copy is en pointe so that it is more likely to show up high in search results, but also that you are producing consistent and timely information via blog entries and social network updates. It’s important to keep in mind that the Internet is not a stagnant marketplace, so your approach to your Web site or “supplementary materials” such as your blog should be to constantly be searching for ways to be innovative and timely. Once you hit “publish” on your Web site does not mean you are “finished.” Sure, take a break. Get some fresh air. But once you get back to your desk, it’s time to think about what more can be done.

This does not mean to constantly update. An online marketing strategy should never consist of spam, and if your strategy is to simply update for the sake of updating without any real thought behind your target audience and the content you wish to present, you will become a spammer.

Here is some advice on how to continuously maintain and improve upon your online identity:

• Revise your Web site judiciously. Revisions are made often, and from time to time a complete overhaul is needed. But if a client or consumer of your product comes to your Web site but can’t find what they are looking for where they saw it last time, that becomes an issue. Rather, continuously be considering how you can get the most important information across to your target audience in the most convenient way possible. (You can use Google Analytics as an easy way to see what’s most important your Web site visitors.)
• Post your Facebook updates to your Wall. Some pages send updates to their fans’ inboxes, particularly “special deals” that are for Facebook fans only. Solution? Post the update to your public wall, anyway. If you want to be super “exclusive” then you can send a certain code to member inboxes. But chances are you’ll only gain more fans and interest by posting to the wall. And this way you are more likely to show up in search results.
• Tweet often, but only if you have something to say. You probably have a product to sell, and Twitter can be a great way to introduce an audience to your brand. But don’t tweet constantly just to show up in both your followers’ live feeds and the new real-time search results. You’ll only become a nuisance in the marketplace, like a mosquito in a quiet room. My advice is to tweet at least twice a day – once in the morning and once in the afternoon. Once you fulfill that quota, stop to think. What’s new with your business? Have you read any interesting news articles about your industry lately? Maybe you’ve heard a funny (and appropriate) joke about your industry (I’m looking at you, lawyers.)
• Respond to others. Get your brand out there by responding to industry blog posts. If a fan of your Facebook page posts a comment or question, answer them in a courteous and cheerful manner. Join in on trending topics on Twitter. Work on keeping your online identity accessible.

What does your online presence currently consist of – just a Web site? Are you on Facebook or Twitter? What are your thoughts on Google’s real-time search results?

While we’re all used to search engine Google consistently changing its masthead, this is the first time that Twitter has done such an overhaul. Response has been interesting and, in my opinion, overwhelming. As trending topics on Twitter tend to be as fleeting as the wind, it’s quite the feat to maintain consistency throughout an entire day.

While World AIDS Day is well known, this campaign shows how great Twitter is when an organization or business is relying on a word-of-mouth campaign. That retweet button is a powerful tool – in one simple click, your message suddenly gets broadcast to hundreds, thousands, millions. When you have a message but are stuck with a limited budget (or are looking for a unique way to get out that message), it can pay to think outside of traditional marketing. After all, a tweet is only 140 characters. If you put your message out there and it doesn’t get picked up, it’s not hurting anything. You go about your day and try something else.

But if it does get picked up, you’ve hit marketing gold (or red, out of respect for World AIDS Day.)

• Web site. The newly redesigned Web site launched in July, and led to a 64 percent increase in hits in August. We utilized the Web site in providing downloadable PDFs and more information on the conference and seminars, as well as a way to register online.
• Blog. There is an official conference blog on the Web site where we’ve been posting some conference information. Also, an AFPPA member is blogging her thoughts as well while she’s attending.
• Facebook. I recently launched the AFPPA Facebook page. While this is a page for membership and not specifically for the conference, I’ve definitely been keeping it updated with conference information. The page literally just launched last week, but we already have a small following that has been steadily growing since the conference began yesterday.
• Twitter. This is my absolute favorite! We set up @AFPPA on Twitter, and have been tweeting updates along with people at the conference. Like with Facebook, the Twitter feed has a small but growing following – and they have been very interactive and entertaining! One follower in particular has been very enthusiastic in conversing with @AFPPA, and also is graciously posting pictures he is taking at the conference.

The great thing about all of these tactics is that they will translate very well beyond the conference – Twitter and the blog will be a feed of important association and medical news while Facebook will be a great tool to quickly communicate with members.

Anyone who knows me knows that I am obsessed with both Facebook and Twitter, and I truly  believe that they are great ways to make your conference/convention an interactive and engaging experience for all of your attendees.

Have you recently attended a conference that utilized social networking in a positive, effective way? What were the challenges?

1. Ashton Kutcher. We totally helped him beat CNN in the race to one million fans.
2. Google. O’Neill Communications uses a variety of Google services, including the Calendar and Analytics functions. We follow them on Twitter to learn of their NEWEST innovations, which not only helps us to be a great asset to our clients, but … we just like knowing things before anyone else.
3. macTweeter. O’Neill Communications also uses Apple products – we follow them on Twitter to make sure we’re up-to-date on technology.
4. Any news agency. ABC, CNN, FOX … we check news outlets constantly so that we always keep our clients up-to-speed on what’s going on in the world and in their particular market.
5. Martha Stewart. (Because O’Neill staff member Carly loves her.)

Let us know – are YOU in on the Twitter phenomenon? Who do you follow? Or are you an anti-Tweeter?