Second WWJ-GLITR Laptop Lunch Gets Social Site Tips

A crowd of about 60 got the word on promoting their businesses with social media for the second in WWJ's Laptop Lunch series at Mr. B's in Royal Oak.

Brandon Chesnutt of Identity Marketing and Public Relations told the crowd "How to Think Like a Social Media Cowboy," given that today's social media are the online equivalent of the Wild West.

First, Chesnutt said, focus on strategy, not technology. Figure out who you're trying to reach and what you're trying to get them to do long before you post that first tweet on Twitter or before you create that company fan site on Facebook.

Chesnutt said businesses also need to bring teams together across departments to work on social media projects, and to listen long before you speak.

And listen and listen some more -- Chesnutt said social media shifts responsibility back to brands for what's said about them. Monitor social sites to see what they're saying about you, and be willing to step in and respond to complaints publicly.

Companies should also have a presentable online home -- a dynamic Web site with fresh content and unique URLs that's search engine friendly, with subscription capability and shareable documents and news.

Chesnutt said companies need to appoint a true boss for their social media content and have a real social media policy -- and to remember that people are interesting, not companies. Or, as Chesnutt quoted Ford Motor Co. online marketing guru Scott Monty, "It's a lot harder to screw a brand when there is a person behind it."

And, Chesnutt said, social media is an "and" when it comes to traditional advertising and public relations, not an "or."

For further reference Chesnutt recmomended the Web sites ChrisBrogan.com, the Online Marketing Blog and PRSquared. Books on the topic include Groundswell, The New Rules of Marketing and PR and World Wide Rave.

The group then got filled in on the products available at the Wireless Giant BlackBerry store at 31380 Orchard Lake Road in Farmington Hills -- including Facebook and Twitter free applications for the BlackBerry phone.

Public relations entrepreneur Adrienne Lenhoff wrapped up the event with a presentation on social networking sites that work and some that don't, including a really strange site from Skittles candy.

Lenhoff, owner of Shazaaam public relations, as well as the marketing companies Buzzphoria and Promo Marketing Team, said the Internet and other media has all of us in a state of "constant partial attention," because everyone is so constantly bombarded by media messages.

She said she also believes Twitter may be a fad, since the average user walks away from the site and quits posting within a few months.

And, she said businesses shouldn't believe they're reaching the youth market with Twitter or Facebook -- the fastest growing user groups are over 35.

All in all a nice gathering in a nice venue, though it got a little stuffy when we had to turn off the air conditioning in the room so everyone could hear. Based on our turnout the first two months we're likely to keep doing these monthly Laptop Lunches -- stay tuned to GLITR and wwj.com for coming get-togethers.