Articles

January 30, 2012 by Marc Hausman

3 Ways to Grow Your Online Following

What is a Twitter follower worth? How about a Facebook fan? Or a LinkedIn connection?

In a lawsuit against a former employee, a company called Phonedog has valued each Twitter follower at $2.50.

For Toronto-based retailer Timothy’s Coffee the impact of disgruntled Facebook fans has been measured by the sleepless nights of its executive team. The company experienced a hailstorm of social wrath as the result of an ill-fated promotion.

I am often asked by clients and prospects about how they can effectively grow their online followings. While Strategic Communications Group (Strategic) measures the success of its campaigns based on the achievement of sales outcomes (i.e. lead generation, prospect cultivation and deal capture), I do recognize the importance of a healthy and thriving community of followers.

Community confers credibility onto an organization, turns social media into an efficient and targeted channel to connect with those likely to buy and, equally important, is a clear benchmark that management can use to evaluate progress.

So…here are three sure-fire ways a business-to-business or government-focused company can juice up its quantity and quality of followers:

1. View yourself as a publisher of content that engages, educates and, when appropriate, entertains. Use your social media platforms as vehicles to share non-promotional thought leadership and best practices insight.

2. Offer high value premiums such as white papers, case studies, Webinars, etc. to your existing network, rather than as a gimmick to lure in new followers. You want to reward those who have and continue to engage with you online. They’ll be more likely to spread the word to their social connections.

3. Promote your content through a mix of different channels, including social networks, Email marketing, trade show participation, traditional advertising and public relations. As long as the content contributes to the professional growth of your audience, it is absolutely appropriate to be proactive in your promotion.

Always keep in mind that a growing, thriving and engaged network of social connections is merely the outcome of an exceptional social media marketing program. Don’t try to game or gimmick your way to numbers.

Give your audiences a reason to follow by providing access to content they won’t find anywhere else.

January 25, 2012 by Marc Hausman

Paterno’s Passing Illustrates a New Reality of News Coverage

This past Saturday evening an alert from CBS Marketwatch came across my Email announcing that former Penn State football coach Joe Paterno has succumbed to cancer.

The article on CBSSports.com was a single paragraph, so I pulled up ESPN.com for more of the story. I found only a headline reporting that Coach Paterno was seriously ill.

It was the same on WashingtonPost.com. Coach Paterno was in grave condition, yet very much alive.

Kudos to CBSSports.com I thought for breaking the news before its competitors. That is until it surfaced the CBSSports.com fell victim to publishing an erroneous tweet from Onward State, a student run Web site that covers the State College, PA community.

The aftermath of this news debacle has been defined by apologies and reflection. In his resignation, the managing editor of Onward State acknowledged that in today’s media “getting it first often conflicts with getting it right.”

Washington Post's Woodward and Bernstein Photo — Farewell to the days of the diligent journalist?

Press, pundits, intellectuals, analysts and bloggers will debate what can be done to improve the accuracy and integrity of news coverage. I take a more pragmatic view – this is the new reality of online news and commentary.

Let the reader beware.

Regardless of the perceived credibility of the publishing source, it is imperative that each of us question, check and confirm before accepting a story as fact.

Yes…as consumers of online news and insight we now need to take part ownership of the editorial peer review process.

It will require more time, yet it’s not such a bad thing. We will actually be forced to think a bit more about the world around us.

January 25, 2012 by Marc Hausman

Paterno's Passing Illustrates a New Reality of News Coverage

This past Saturday evening an alert from CBS Marketwatch came across my Email announcing that former Penn State football coach Joe Paterno has succumbed to cancer.

The article on CBSSports.com was a single paragraph, so I pulled up ESPN.com for more of the story. I found only a headline reporting that Coach Paterno was seriously ill.

It was the same on WashingtonPost.com. Coach Paterno was in grave condition, yet very much alive.

Let the reader beware.

Regardless of the perceived credibility of the publishing source, it is imperative that each of us question, check and confirm before accepting a story as fact.

Yes…as consumers of online news and insight we now need to take part ownership of the editorial peer review process.

It will require more time, yet it’s not such a bad thing. We will actually be forced to think a bit more about the world around us.

January 19, 2012 by Marc Hausman

The General’s Disgrace

They call him the General.

He amassed 902 wins in a collegiate basketball coaching career that spanned more than 40 years. He is the only coach to win the NCAA championship, the NIT title, the Olympic gold medal and the Pan-Am gold medal.

Bob Knight is a legend and should be revered as one. Or should he?

He’s always been combative and controversial which I viewed admirably as a sign of a strong competitive spirit. Plus, he had the reputation of being tough on his players, yet many publicly admired and adored him.

Then, I came across this 90 second halftime speech he once delivered to his players: (Warning, the audio of this video has excessive profanity.)

Keep in mind that Knight is speaking to a collection of young adults he has the responsibility to mentor and motivate. Is this the way to do it? Would you ever condone someone speaking to you in this manner? How would you react to a coach dressing down your child with this language?

I’ve been managing people in a work environment for 17 years. I have had my share of stumbles. Plus, I do pepper my language with the occasional four letter word when I am trying to emphasize a point.

However, I subscribe to the philosophy that if you treat colleagues with respect the outcome is typically a productive one. For me, it is all about four things:

–Be clear and consistent in your expectations

–Focus on the positive result that comes with a high level of performance

–Provide honest and candid feedback, even if it is not what the person wants to hear

–Never make it personal

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