Monday afternoon, two of the best names in social media showed the good, the bad, and the ugly that happens when you wing webinars live. You probably don’t think a lot about it with live air shifts, but being on camera and live can be a pretty terrifying experience. I had the chance to sit in on the webinar and be able to report to you what I heard and saw.
It’s funny sometimes when you watch any kind of webinar. Technical issues for this form of communication can be large. Certainly was the case when Mari, the “pied piper of Facebook” Smith and Guy “founder of Alltop.com” Kawasaki battled through tech issues Monday afternoon. If you wonder how many people hang around through this kind of tech problem 470 and 620 people were in the room for all or part of the show. (yes I did wonder what PPM would have shown).
The presentation was Semper Social. Kawasaki is the author of “Enchanted” a book about connections in social media.
Enchanting people in social media, much like being on the air has certain pillars. The top three “pillars” are what Kawasaki considers must haves before you move forward.
- Always be likable
- Always be trustworthy (examples Zappos.com; Amazon.com; Nordstrom) Trust others first. You are a baker..not an eater. Baker is potential.
- Always be Great. DICEE Deep; Intelligent; Complete; Empowering; Elegant
- Always be answering–never fail to answer. Some have asked what is an appropriate time to answer. Kawasaki suggests within 24-48 hours.
- Answer in a flat way…This means to answer all no matter who’s the writer.
- Answer frequently…do it all the time
- Always be thanking; whenever someone says something nice..thank them
- Always be disclosing…be transparent
- Always be repeating is a controversial recommendation The logic is no one parks themselves at the computer or on Twitter or Facebook all day long. Kawasaki repeats every tweet he does four times 8 hours apart. This recommendation to be is for people who is more global in nature, like Kawasaki. His comment, “you will piss someone off, but that’s the price you pay.” Kawasaki uses a product Objective Marketer to monitor results of his tweets.
- Always be subtle… Guy tweets 60 times per day..provide content..you have a right to promote.. It’s not continuous promotion of your product… 5% of your content (you are earning the right to advertise for free)
Kawasaki had specific recommendations and observations on the two dominate social media platforms of the day.
Always be linking. Twitter is a link economy. Practically everything you see from Kawasaki has a link attached on Twitter.
When you are looking for material to tweet. (and this is a GREAT on air resource set)
Stumble Upon, Smart Brief is another site (work with association) Smart Brief on Social Media, or Alltop are three of programs or websites highlighted by Kawasaki. FYI, he does have an interest as the founder of Alltop. The website, Alltop.com, aggregates material by topic to make it easy to find.
Always be Monitoring. Guy suggested you get familiar with and use the advanced search function of Twitter. Google alerts is another way to track both what people are saying about you, but your competition and the artists of the songs you play too.
Kawasaki is much better known as a Twitter expert, but he did take a swing at a couple of things regarding Facebook. This morning, Facebook was said to have reached 750 million users. Kawasaki admitted making mistakes in the beginning with Facebook. His attempt to treat the platform like Twitter was not very successful. His points for Facebook:
Always be snapping…taking lots of photos Facebook in Kawaski’s view is important. He suggests Facebook is a photo economy, rather than a link economy. Make sure to crop your photos well and take good shots. Light source behind the photographer (camera) is always best, but having seen many a Facebook photo it’s a good reminder.
Always be commenting; RESPOND. This is simply good etiquette. I still see an enormous amount of non-responsive activity on the part of stations to Facebook posts and comments. If your listeners are going to engage, talk with them.
Just like being on the air, doing the basics well is important in social media. Many of these “pillars” have been covered in Social Radio Pros in past posts. Kawasaki’s points are reiterations of what you may have already read on this site.