Taking Control of Your Digital Home: Why It's Okay to Curate Your Social Media Connections

Over coffee the other day during a one-on-one LinkedIn zhoosh session, the client asked me if they need to accept every LinkedIn or personal Facebook Friend request they get- does it make them look bad?

I immediately answered "No".

In case you need a reminder today, no is a full sentence.

Here's the thing: Your profiles are like your little house on the vast world wide web. Whichever platform you like to hang out on is best—well, that's your primary residence. The one you like to hang out on after that one—well, that's like your weekend home. And maybe you have a third platform: your summer/winter house. 

Whatever you want to name them, your screenname is the name of your house on the internet. You can do whatever (within the boundaries of the platform's terms and conditions) and let whoever you want into your house.

Let's visualize for a moment your real house; you don't invite just anyone over, do you? 

No, you invite over people you have probably hung out with in public before a few times and have gotten to know them. Then you invite them over.

Your online residences are allowed to have the same credentials.

(read that again until it clicks)

After we said goodbye, I sat with what I had said for a minute. Then I looked at my Facebook "friends" and, with a quick scroll, realized there was a handful right off the bat that I had met years ago once at a networking event. But still, every time I tapped in, I would see life events from them in my face, which meant if they hadn't muted me, then they could see life events about me. And I wasn't sure how I felt about that.

Enter a weekend afternoon when I decided to take back control of my "house" and who was invited into it. 

The first thing I did was go through and sort out all of the business colleagues I had networked with, and I found them on the appropriate professional channels. Were we connected on LinkedIn? Was I still following their business page on Instagram? Did I want to subscribe to their email marketing?

Those were the easy ones.

Then it came to the people who didn't fit into the colleague, people I knew IRL, or family. I asked myself this question: would I invite this person into my real house, or would I only meet them publicly for coffee or lunch?  If the answer to those questions was yes, I would have found them on some other professional platform. 

What has happened over the years is that when I meet someone at a networking event and exchange cards and information with them, a few days later, I receive a friend request from them on my private Facebook. Not that they have followed me on my public professional LinkedIn network or my public professional Instagram; no, they go right for asking to be friends on my private Facebook. 

And at some point in this whole working on social media, I stopped accepting friend requests from one-off meetings of people and, over the years, have drafted a response that I message to most of these "friend" requests that are instead "strangers" wanting to connect professionally 

"Hi! Thank you for your friend request. However, I keep this platform for family and close friends. I would love to connect with you professionally on LinkedIn or my business Instagram page."

Because if your accounts are private and someone you've met once at a networking event requests to be friends, it's basically like an essential stranger inviting themselves into your house. 

And you don't have to let them in.

That weekend afternoon, I spent unfriending and re-following on professional platforms. It felt weird. The people-pleaser in me was screaming, "What are you doing?!! We're not going to have any friends."

But this current me and the woman I'm becoming responded back in my brain, "I just don't need to see, experience the energy, and be shouted at of some "strangers" kids' milestones or hear about their sisters' cancer or how they're fighting with their HOA, and I especially do not need a play-by-play of where they are at politically and what they think of others who don't think like them—And still never hear anything about their business."

That is the entire reason I accepted the connection, to begin with.

I met them years ago at an hour-long after-hours networking event. We sipped cocktails together, but I can't even remember if we connected one-on-one afterward to discuss what their business actually was. 

So I whittled my personal Facebook following down to clients, people I know IRL who have my phone number and my family. 

The world is SO noisy- and it's only getting louder.

If it's becoming too noisy in one of your houses, consider this your permission slip to unfriend and unfollow or at least mute and restore some peace and quiet to your feed.

People you are meant to meet and do business with will not miss you, if the connection is really supposed to happen it will happen someplace.

You do not have to accept every request that hits your inbox. If people get upset that you unfriended them and they don't have a conversation with you about it over text message or email, then are you even really connected?

If you are on the road to being a recovering people pleaser as I am here are a few tips to work through the weird overwhelm that will creep in:

1. Start small: Begin with a few accounts or connections that you're sure about. This can help build confidence.

2. Remember it's normal: Many people curate their social media. It's a common and healthy practice.

3. Use platform features: Utilize options like "Unfollow" or "Mute" on Facebook, which allow you to reduce content from certain connections without unfriending.

4. Set clear boundaries: Craft a polite message template, use mine as an example if you want to respond to connection requests from people you don't know well.

5. Focus on YOUR well-being: Remind yourself that this is about creating a positive online environment.

6. Be consistent: Apply your new approach consistently to avoid feeling like you're singling anyone out.

7. Prepare for questions: Have a simple, honest explanation ready if anyone asks why you've disconnected.

8. Privacy settings: Review and adjust your privacy settings to control who sees what on your profile.

9. Separate personal and professional: Consider using different platforms for personal and professional networking.

10. Take breaks: If the process feels overwhelming, it's okay to take breaks and come back to it later.

Remember, it's your digital space, and you have the right to make it comfortable for yourself. Taking control of your online environment can lead to a more positive social media experience.

Fall Tradition Fail: Why Accurate Business Hours Matter

This time of year is a favorite for me because it means that it's time for my yearly friend date tradition of breakfast burritos and pumpkin lattes at the pumpkin patch!

For the past four years, I have cleared out the back of my car and set a tarp or blanket down for this annual morning tradition. I pick up the breakfast burritos and then go pick up my friend just as the pumpkin patch opens for the day. I grab my yearly pumpkin spice latte, and we find a spot to eat our breakfast burritos and catch up on what happened with each other over the week. 

Then, we each get a wheel barrel, and we proceeded to get all the pumpkin things for our porches.

It's all very magical.

Except this year, we ran into some glitches.

We went on the Monday after opening weekend this year (we've never gone on a Monday before), and we already knew that the coffee cart wouldn't be there, so we had a plan in place for that.

However, I did my due diligence and checked to make sure that the burrito place would be open on Monday for our sustenance. According to their Google Business page, it was, in fact, going to be open—words my eyes love to read.

Until… I got to the burrito place's parking lot, and there was a handwritten note on it saying they were now closed on Mondays for the foreseeable future.

Uh…. that sucks.

Even though I have NO idea if that Monday was the first or the 50th day that handwitten sign was up up as usual, my business mishaps have become lessons that I will pass along to you. 

Let this serve as your reminder that if you have changed your hours for the season, make sure that your Google My Business Page is up to date, as are the operating hours on your website and social media pages. 

I walked back to my car annoyed, disappointed, and hungry, and I don't want that to happen to the members of your community. 

The greatest public relations service you can do for your community is effectively communicating your hours.

Closing early or opening late because of life- post on social media.  Not going to be open certain dates- send your community an email and update your social media. 

But something as permanent as changing your hours even if it's for the "foresseable future" needs a login in and an update on your Google Biz Page and Website as well as social posts. 

How do you feel when you see something is going to be open on Google and then you get there and it's not?

Here are some additional PR tips:

1. Set up Google Alerts for your business: This will notify you when your business is mentioned online, including any updates or changes to your Google Business profile.

2. Implement a regular schedule for reviewing online information: Set a monthly or quarterly reminder to check all your online listings, not just Google Business.

3. Use social media for immediate updates: While updating official listings is crucial, use social media platforms to quickly communicate temporary changes or unexpected closures.

4. Train staff on the importance of accurate information: Ensure all employees understand the impact of outdated information and know how to report any changes.

5. Create a system for managing seasonal changes: If your business has regular seasonal changes, create a checklist for updating all necessary platforms when these changes occur.

6. Respond to customer feedback: If a customer mentions being inconvenienced by incorrect information, respond promptly and address the issue.

7. Use physical signage effectively: While online updates are crucial, don't neglect clear, visible signage at your physical location for last-minute changes.

8. Maintain consistency across all platforms: Ensure your hours, contact information, and other details are consistent across your website, social media, and business listings.

From Sports Bar to Marketing Success: Why You Need To Practice Patience & Consistency

As some of you know, I am an avid football fan. I grew up not that far away from Titletown, USA, and so the green and gold have been in my blood since birth. One of the things about following the Green and Gold is that most games are "out of market" unless they are a Thursday, Monday, or Sunday night game. And when those are the weeks, it means that I need to find a sports bar to watch the games.

Luckily, being a fan of Green and Gold, bars are dedicated solely to their games. But some Sundays, I decide to go to establishments with other friends where the Green and Gold is not the only one of the TVs but is not where this story takes place. I swear it has something to do with business, so please keep reading through all the boring sports stuff. 

I met a friend who is a fan of the blue and orange. Their team played at the same time as mine, so we went to one of the chain sports bars to watch the game and sat at the bar. They sat on one side of me, and on the other side of me, another fan of the blue and orange. This particular fan really enjoyed making comments about the way the players were playing.

Actually, one of my favorite parts about going to sports bars for the game is hearing the side commentary from people as they consume beer and wings and couch coach from afar. 

But anyway, this fan was making comments about the rookie quarterback that the blue and orange have. This kid is fresh out of college, and it's only week 4 in the professional football world. And if you didn't know the thing about fans: They want their team to win the championship. They want their team to be the last team standing with the ring on their finger.  

(This is a great analogy for how our society overall is right now IMO. Swiping and replacing quickly when things aren’t working out.)

The quarterback kept missing throws, and the fan next to me kept commenting on them. "Get him out of there!" "Put in the backup!" "This guy sucks!" "Why are you having him throw the ball?!" He also had things to say about the other quarterback, who happens to be the oldest in the league, because at one point, they were winning "Old & Slow" "Retire already!"  The fan next to me was 2.5 beers and half a pound of wings in at this point.

As the games went to commercial, it suddenly hit me that we do the same things as business owners when it comes to marketing and social media.

When we try one way of doing something but see that someone else might be having "success" with how they are doing things, sometimes business owners give into that little voice that says all the same things that fan was saying to his football team and change things up. And then that, too, doesn't even work sometimes. 

As I listened to the fan, I kept wondering where the patience was.

The two things that the fan and you, as a business owner, need in this game of life are patience and consistency. 

It's week four of the football season. These fans definitely need to calm down and find some patience because there is a lot of football left. This rookie needs the consistency of taking snaps and being put in game-day situations to grow and evolve into the player the team obviously believes he can be; otherwise, they wouldn't have drafted him. 

As a business owner, you've got to consistently show up in your marketing efforts. Whether that's the networking circuit, social media platforms, email, or whatever your marking method of choice is, you've got to keep showing up. I can honestly report that the majority of business accounts I follow only show up on social media or in my inbox when they are having a sale or an event, and people are tired of constantly being sold to. 

Marketing is all about emotions and creating connections. Every week, I show up here and in subscribers' inboxes, and there are some weeks when I totally don't want to. There are times when I don't want to post to my personal feeds because I feel like no one is seeing it. But I do because checking in with your community consistently and then one day asking for the sale is the way to convert in this day and age. 

If you constantly try to sell things to people, you aren't selling anything to people. 

Marketing, like having a rookie for your QB, takes both patience and consistency. 

Look back at your business analytics and feed, assess what is working and what isn't, and make sure you do more of what IS working.

Even if you’ve been doing marketing for a while try the "Rookie Mindset": Just like a rookie quarterback needs time to develop, give your marketing strategies time to mature and show results.

1. Maintain Consistency in Your Marketing Efforts: Show up regularly on your chosen platforms, whether it's social media, email marketing, or networking events.

2. Avoid Constant Sales Pitches: Focus on creating connections and providing value rather than always trying to sell something.

3. Analyze Your Performance: Regularly review your business analytics to understand what's working and what isn't.

4. Double Down on What Works: Once you identify successful strategies, invest more time and resources into them.

5. Practice Patience: Remember that building a strong marketing presence takes time. Don't give up too quickly on your strategies.

6. Balance Emotion and Strategy: While marketing is about creating emotional connections, make sure to back it up with consistent, strategic actions.

7. Diversify Your Marketing Channels: Like a good football team needs both offense and defense, use a mix of marketing methods to reach your audience.

8. Learn from "Game Day" Situations: Use real-world interactions and feedback to improve your marketing approach.

9. Build Community Engagement: Regularly check in with your audience without always expecting immediate returns.

8 Surprising Marketing Lessons from Emily in Paris: Social Media Strategies Unveiled

Emily Cooper, the bubbly American transplant in the hit show "Emily in Paris," may not always get it right. Still, her marketing adventures offer some surprisingly relevant lessons for today's digital marketers. To uncover valuable takeaways, let's binge on the world of fashion, baguettes, and brand strategies.

1. Embrace Cultural Sensitivity

Lesson: Understanding and respecting local culture is crucial in global marketing.

Emily's faux pas teaches us the importance of cultural awareness. Remember the "sexy" perfume ad debacle? While her American perspective saw empowerment, the French audience saw objectification. This mishap highlights the need for thorough market research and cultural understanding before launching campaigns in new territories.

2. The Power of Influencer Marketing

Lesson: Influencer partnerships can significantly boost brand visibility.

Emily's collaboration with various influencers, from fashion icons to up-and-coming artists, showcases the potential of influencer marketing—however, the show glosses over the complexities of these partnerships. Successful influencer campaigns require careful vetting, clear agreements, and authentic alignment with brand values.

3. Adaptability is Key

Lesson: Be ready to pivot and think on your feet.

Whether it's turning a wardrobe malfunction into a viral moment or repurposing a champagne spray as a product launch, Emily's quick thinking demonstrates the importance of adaptability in marketing. In the fast-paced world of social media, capitalizing on unexpected opportunities can lead to standout campaigns.

4. Content is Queen (or King)

Lesson: Engaging, visually appealing content is crucial for social media success.

Emily's knack for creating Instagram-worthy moments reminds us of the power of compelling visual content. While the show may exaggerate the ease of going viral, it correctly emphasizes the importance of eye-catching, shareable content in building brand awareness and engagement.

5. Network, Network, Network

Lesson: Building relationships is fundamental to marketing success.

Emily's ability to forge connections at every turn, from chance encounters to lavish events, underscores the value of networking in the marketing world. These relationships often lead to collaborative opportunities and new client acquisitions.

6. Creativity Counts

Lesson: Innovative ideas can set your brand apart.

From the "Paris of Life" campaign to the impromptu McBaguette pitch, Emily's creative approaches remind us that thinking outside the box can lead to memorable marketing moments. While not every wild idea will work in reality, fostering a culture of creativity is essential for standing out in a crowded market.

7. Balance Data with Intuition

Lesson: While the show often overlooks it, successful marketing combines creativity with data-driven decisions.

Emily's reliance on instinct makes for good TV, but in the real world, marketers need to balance creative hunches with solid analytics. The show could benefit from showing more behind-the-scenes work, such as data analysis, A/B testing, and performance tracking, that inform successful campaigns.

8. The Client Isn't Always Right (But Tact is Essential)

Lesson: Sometimes, challenging a client's vision is necessary but requires diplomacy.

Though often unrealistically successful, Emily's boldness in presenting alternative ideas to clients is admirable. In practice, navigating client relationships requires a delicate balance of assertiveness and tact. Presenting data-backed alternatives and fostering open dialogue are key to steering clients toward effective strategies.

While "Emily in Paris" may paint a glamorized picture of the marketing world, it does capture some fundamental truths about this industry. The key is to take these lessons with a grain of salt (or a bite of croissant) and apply them thoughtfully to real-world scenarios.

Remember, behind every seemingly effortless social media success is a team of professionals working tirelessly on strategy, execution, and analysis. So, channel your inner Emily for creativity and enthusiasm. Don't forget to ground your campaigns in solid marketing principles and data-driven insights.

Who's ready to say "Oui" to inspired marketing strategies? But let's leave the berets at home.

How to Stop Taking Social Media So Seriously and Add More Joy to Your Content: A Fresh Perspective on Content Creation

In case you didn't know, I'm an avid meditator. It's part of my morning routine. I get on the floor and meditate for as long as my body and mind need it—sometimes it's 10 minutes, and sometimes it's an hour. Sometimes, I choose a guided meditation; sometimes, there's nothing. 

After one of these morning sessions, I came up with the concept of what if I stopped taking everything that isn't serious SO seriously? For example, when random stuff pops into my feed for contests and stuff, what if I stopped overthinking, even entering the contest, and just entered the contest? Because entering the contest is not serious. 

It stopped me because EVERYTHING right now is SOOOO serious. The way someone parks their car- serious. The way someone looks at you across the street- serious. Getting the wrong coffee order-serious.

But in the long game of life, these things are NOT serious.

And then I got to thinking….

What if we all stopped taking social media SOOO seriously?  I get it. This might seem weird to a social media strategist and manager.

But hear me out. Social Media is a serious thing nowadays for brand recognition and staying top of mind. However, the content we put out there does not always need to be SO serious. It's like whenever I go to scroll, it's all so heavy and serious, and I'm getting on a feed to escape some of the heavy and serious.

It feels like next to no one is experiencing any joy anymore. 

Here are some facts:

There are three reasons why people use social apps like Instagram, Facebook, and TikTok. Do you know the number one reason?

The number one reason is to disassociate and to be entertained. The world out there is heavy right now, and people are tapping in and searching for dog videos, memes, or any other kind of entertainment that feeds their brains dopamine. 

When people scroll, a chemical is released in their brains, and they get a dopamine hit. Each like, comment, or new piece of content triggers a dopamine spike, and we all know how good a dopamine hit feels.

Number two, Connection and Community. The theory of social media is to keep people connected and feel a part of a community regardless of location. This is a whole topic for another day.

Number 3, Education & News.  Platforms are often used to stay informed about current events, trends, and topics of interest. 

But for today, we're going to focus on number one and why it's important: If you want to be scroll-stopped, you've got to stop taking everything so seriously. I know you're thinking about it.

When I meet to consult with business owners, we start discussing content ideas they have. After they told me their ideas, they said, "But no one is going to watch that or pay attention." OR they will show me the content they've created, and when I ask them why they haven't posted it yet, I'll get a because it's not perfect or articulated correctly.

The only person who knows your content isn't perfect is yourself. No one scrolling through will know that the font isn't the one you wanted or that the photo isn't exactly what you imagined in your head. 

My friends, this is being stuck in Analysis Paralysis, as Bob Proctor used to talk about. You're making excuses because it's scary to move forward. You're making this piece of content mean something SO serious. 

And here's the thing….

People casually follow 150 to 300 social media accounts, meaning a lot of content is being pumped out to them. Trust me when I say they definitely aren't going to notice if the small piece of content that you are putting out there isn't perfect in your brain. 

I know now this is the part where you're going to get defensive and tell me that big brands are only putting out serious, life-altering content. Now, I am going to show you this 2018 Twitter exchange between Burger King and Budweiser. 

I've been in this space a long time, and here's the thing: If you aren't having fun putting your content together, the person interacting with the content isn't having fun, either. Like energy attracts like energy. I'm challenging you to let loose on one piece of content, bring more joy to the noise of someone's scroll, and then let me know how that felt. 

The Power Trio: Unlocking Synergy Between Marketing, Sales, and Public Relations In A Social Media World

It's time to address the pink elephant in the digital room: the concept that a social media marketing professional is also part of your sales and public relations team. I've been encountering real confusion about marketing, sales, and public relations (PR) roles in today's social media landscape.

And I get it. These three disciplines are closely related and often work together, so it's tough to know what's what. However, they each have distinct functions and objectives that make them unique.

Keep reading, and let's break down the differences and see how they intersect in social media.

Marketing: Creating Demand and Awareness

Marketing is about listening, emotions, and creating awareness and demand for your product or service. It's profitably identifying, anticipating, and satisfying customer needs. In the social media realm, marketing takes many forms:

• Content creation and curation

• Influencer partnerships

• Community building

• Brand storytelling

Social media marketing aims to attract potential customers, engage your audience, and guide them towards purchasing. It's about crafting the right message for the right audience at the right time.

Sales: Closing the Deal

While marketing creates interest and demand, sales convert that interest into actual purchases. Sales teams focus on:

• Direct communication with potential customers

• Addressing specific customer needs and pain points

• Negotiating terms

• Closing deals

In the context of social media, sales activities might include:

• Responding to inquiries in direct messages

• Using chatbots for initial customer interactions

• Hosting live shopping events on platforms like Instagram or Facebook

The critical difference is that sales focus more on individual interactions and transactions, while marketing casts a broader net.

Public Relations: Managing Reputation

PR is about managing information spread between an organization and the public. Its primary goals are to:

• Build and maintain a positive public image

• Manage crises and mitigate negative publicity

• Establish relationships with key stakeholders, including media

On social media, PR activities might include:

• Responding to customer complaints or negative comments

• Sharing company news and updates

• Managing brand partnerships and collaborations

• Coordinating influencer relations

PR is less about direct promotion and more about shaping public perception and maintaining relationships.

The Intersection on Social Media

On social media, these three disciplines often overlap:

• A well-crafted marketing campaign can go viral, becoming a PR win

• Excellent customer service (traditionally a sales function) on social platforms can boost your brand's reputation (a PR outcome)

• PR efforts, such as influencer partnerships, can directly drive sales

The key to success is understanding how these functions work together. A cohesive strategy that aligns marketing, sales, and PR efforts can create a powerful synergy, maximizing your brand's impact on social media. Let's dive deeper into what this means in practice:

Real-Life Comparison: Launch of a Sustainable Athletic Wear Line

Let's consider the launch of a new sustainable athletic wear line to illustrate how marketing, sales, and PR work in practice.

Marketing in Action

• Brand storytelling: The marketing team creates a narrative around the eco-friendly materials and ethical production processes used in the new line.

• Content creation: They produce a series of workout videos featuring athletic models wearing the new line, showcasing style and performance.

• Social media campaign: They launch a hashtag campaign encouraging customers to share their sustainable lifestyle choices.

• Influencer partnerships: They collaborate with fitness influencers and environmentalists to promote the products.

Real-life example: Patagonia's marketing often focuses on the environmental impact of their products, using storytelling to connect their brand with conservation efforts.

Sales in Action

• E-commerce optimization: The sales team ensures the website is optimized for easy purchasing, with detailed product descriptions and size guides.

• Retail partnerships: They work with sporting goods stores to feature the new line prominently.

• Customer service: Sales representatives are trained to answer questions about the new line's materials, care instructions, and performance features.

• Promotions: They create bundle deals (e.g., buy a complete outfit at a discount) to increase average order value.

Real-life example: When Adidas launched its line of shoes made from ocean plastic, its sales team worked to educate retail partners about the product's unique selling points.

PR in Action

• Media Relations: The PR team arranges for the lead designer to be interviewed by fashion and lifestyle magazines about sustainable fashion trends.

• Event planning: They organize a launch event that doubles as a beach clean-up, inviting local media and environmental organizations.

• Corporate social responsibility: They announce a partnership with an ocean conservation nonprofit, pledging a percentage of sales to the cause.

• Crisis management: If there is criticism about any aspect of production or the materials used, PR crafts a transparent response and action plan.

Real-life example: When Allbirds launched, its PR efforts focused heavily on using innovative, sustainable materials arranging features in business and tech publications to tell its story.

The Interconnected Nature

In this athletic wear launch scenario:

• Marketing creates awareness and desire for the new sustainable line, emphasizing style and environmental benefits.

• Sales convert that interest into actual purchases, whether online or in physical stores.

• PR manages the overall narrative around sustainability in fashion and positions the brand as a leader in this space.

While each function has its primary role, they work together seamlessly. For instance, the PR-organized beach clean-up event provides excellent content for marketing's social media campaign, which can drive traffic to sales channels.

On social media, these functions often overlap:

• A customer service interaction (sales) can turn into a viral post showcasing the brand's values (PR and marketing).

• An influencer's post about the product (marketing) can lead to direct sales through swipe-up links or promo codes.

• The brand's response to a sustainability question (PR) can be repurposed as educational content (marketing).

Understanding these distinctions and interactions is crucial for anyone working in the digital space, where the lines between these disciplines often blur, especially on social media platforms. Each plays a vital role in building brand awareness, driving sales, and maintaining a positive public image.

Consistent Messaging

When marketing, sales, and PR teams align their messaging, it creates a unified brand voice across all channels. This consistency reinforces your brand identity and values, making communication more effective.

Example: Let's say you are a sustainable athletic wear brand that decides to focus on ocean plastic pollution; this theme should be reflected in:

• Marketing content (e.g., Instagram posts about ocean conservation)

• Sales pitches (highlighting how each purchase contributes to cleaner oceans)

• PR efforts (press releases about your beach clean-up initiatives)

Data Sharing and Insights

Each department gathers valuable data and insights that, when shared, can inform and improve others' strategies.

• Marketing can share engagement metrics and audience insights with PR to help shape media pitches.

• Sales can provide customer feedback to marketing, influencing future campaign directions.

• PR can alert sales about upcoming media coverage, allowing them to prepare for potential increases in inquiries.

  Amplifying Reach

When the three functions work in harmony, they can amplify each other's efforts:

• The marketing team can share A PR-secured media feature on social media, increasing its reach.

• Sales promotions can be incorporated into PR narratives about the brand's accessibility.

• Sales teams can use marketing-created content in their customer communications.

  Rapid Response and Adaptability

In the fast-paced world of social media, the ability to respond quickly and adapt is crucial. A well-aligned team can:

• Quickly address customer concerns raised on social platforms (PR) with accurate product information (sales) and turn the interaction into a positive brand story (marketing).

• Pivot marketing strategies based on real-time sales data and public sentiment tracked by PR.

  Customer Journey Optimization

By working together, these functions can create a seamless customer journey:

• Marketing attracts potential customers and builds initial interest.

• PR efforts reinforce the brand's credibility and values.

• Sales teams are equipped to address specific customer needs and close deals.

Each touchpoint is an opportunity to move the customer closer to a purchase decision and long-term brand loyalty.

Resource Efficiency

Alignment between these functions can lead to more efficient use of resources:

• Content created for a marketing campaign can be repurposed for sales materials or PR kits.

• A single social media post can simultaneously serve marketing (brand awareness), sales (with a call-to-action), and PR (by showcasing company values) purposes.

  Crisis Management

In times of crisis, a united front is crucial:

• PR can craft the official response.

• Marketing can adjust ongoing campaigns to be sensitive to the situation.

• Sales can be briefed on how to address customer concerns directly.

This coordinated approach helps maintain brand integrity and customer trust.

The Role of Social Media

Social media platforms are a melting pot where marketing, sales, and PR efforts converge. A well-coordinated strategy on these platforms can:

• Drive engagement and brand awareness (marketing)

• Facilitate direct sales through shoppable posts or swipe-up links (sales)

• Manage brand reputation through timely responses and community engagement (PR)

By understanding how these functions interact and support each other, brands can create a powerful, cohesive presence on social media. This synergy maximizes impact and creates a more authentic and compelling brand narrative that resonates with audiences across various touchpoints in their digital journey.

Those who master this integration are well-positioned to build stronger relationships with their audiences, navigate challenges more effectively, and drive sustainable business growth.

Remember, the goal isn't to eliminate the boundaries between these disciplines but to leverage their unique strengths in a coordinated manner. By fostering collaboration and maintaining open lines of communication between your marketing, sales, and PR teams, you can create a robust, adaptable, and highly effective approach to building and maintaining your brand in the digital age.

As you apply these insights to your strategies, always keep your community at the center. After all, whether it's a marketing message, a sales interaction, or a PR initiative, the ultimate aim is to connect with your community in meaningful ways that drive your business forward while building lasting relationships.

Mastering Google’s Latest Algorithm Updates: The Key to Success with Helpful Content and Trustworthy Reviews

Last week, I went to a networking event, and a colleague of mine asked me my thoughts on the updates that Google was going to make to its algorithm.

When they first started asking me about it, I had no idea what they were talking about, it's been summer after all.

But then I spent the long weekend looking into it, and this is happening.

Everywhere you look lately, some content creator or coach is talking about AI and how it's been a lifesaver for business owners to consistently pump out content to support their SEO and get them ranking higher than ever. For years, these websites needed to put out new content. Then suddenly, and thankfully for AI, the owners can sit down for an hour on a Sunday with a coffee and ask AI to write enough content to schedule not one blog a week but maybe even multiple blogs daily.

Well, our friends at Google caught on to what was happening, how people were bumping the systematic algorithm, which, if you pay for Google Adwords, does all the bumping for you.

So, thanks to AI and the way that people have been using it, we're all getting an algorithm update—one that, from my understanding of what I have read, is going to be weighed more on Reviews about your business than the content that your business is putting out there.

The real question: Does Google penalize AI content in 2024? The short answer: it depends.

Saddle up, friends, because we might be at the end of what we know about Search Engine Optimization.

What a time to be alive.

The world's leading search engine, Google, continuously updates its algorithms to provide users with the most relevant and high-quality search results. These changes are designed to improve the overall search experience and ensure that users find the information they are looking for quickly and efficiently. Over the past year, Google has made significant updates prioritizing helpful content and expert reviews. If you're a content creator, marketer, or business owner, understanding these changes can help you optimize your content strategy and improve your search rankings.

Google has made it clear that AI-generated content is not inherently against its guidelines.

However, Google has also stressed that AI-generated content must adhere to the same quality standards as human-authored content. This means AI-generated content should be original, informative, and provide value to the reader. Google has cautioned against using AI tools to generate low-quality, spammy, or misleading content, as such practices can result in penalties or lower rankings.

So what does that even mean?

1. The Helpful Content Update: Prioritizing User-Centric Information

One of the most noteworthy recent changes is the Helpful Content Update. This update prioritizes content that is genuinely helpful and user-centric. What does this mean for content creators? Essentially, Google wants to rank content that provides real value to users. The emphasis is on original, informative, and well-researched content that addresses the needs and questions of the target audience.

• Quality Over Quantity: Rather than churning out numerous low-quality articles, focus on producing fewer but more comprehensive pieces that offer in-depth insights. Quality content is more likely to engage readers, be shared across platforms, and ultimately rank higher in search results.

• Understanding User Intent: Content should be created with a clear understanding of what users are searching for. Content creators can tailor their work to effectively meet user expectations by analyzing search queries and trends.

Consistent Voice: While Google has not explicitly stated that it can definitively identify AI-generated content, the company has hinted at its ability to detect certain patterns and characteristics associated with AI-generated text. This may include analyzing factors such as:

• Consistency in writing style and tone

• Presence of factual inaccuracies or inconsistencies

• Unusual word choice or phrasing

• Lack of original insights or personal experiences

2. Product Review Updates: Fostering Trust and Authority

Google's recent updates have also highlighted product reviews, emphasizing the importance of high-quality, insightful reviews over generic or spammy content. These updates aim to enhance the credibility and usefulness of reviews in guiding consumer decisions.

• In-Depth and Authentic Reviews: Google favors reviews that provide detailed information, original research, and expert opinions. Shallow, surface-level reviews are less likely to rank well. Instead, provide comprehensive evaluations covering a product's pros and cons.

• First-Hand Experience: Reviews written by individuals with actual experience using the product are more valuable. Sharing personal insights, photos, and experiences can enhance the review's authenticity and improve its chances of ranking higher.

• Comparative Analysis: Google values content that compares multiple products, offering a balanced view. Comparative reviews that discuss the strengths and weaknesses of different options help users make informed decisions and are likely to rank better.

1. E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google's commitment to high-quality content is reflected in its focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This concept is crucial for content creators, especially in health, finance, and legal advice, where misinformation can have serious consequences.

• Showcase Expertise: Content should be created or reviewed by individuals with proven expertise in the field. Adding author bios, credentials, and links to authoritative sources can help establish credibility.

• Build Authoritativeness: Websites should strive to be authoritative sources in their niche. This can be achieved through consistent, high-quality content that earns backlinks, mentions, and social shares from other reputable sites.

• Establish Trustworthiness: Trust is built through transparency and accuracy. Citing reliable sources, avoiding misleading information, and maintaining an up-to-date site can enhance the trustworthiness of your content.

As Google continues to refine its algorithm, these updates are a shift in search engine optimization (SEO) tactics and a broader movement towards a more informative and user-friendly web. By focusing on creating valuable, well-researched, trustworthy content and continuously asking for Google reviews, businesses, and content creators can improve their search rankings and build stronger relationships with their audiences.

We live in wild times of an ever-evolving digital landscape, and content that prioritizes authenticity, expertise, and user experience will be better positioned to thrive and succeed. Stay informed, adapt your strategies, and keep your content standards high to ensure you remain relevant in Google's search results and continue to effectively meet your communities needs.

Here are Five ideas on how your business can get better at asking for and receiving more Google reviews:

1. Ask Directly for a Review

Sometimes, the simplest method is the most effective. Asking for a review after a positive interaction with a customer can go a long way.

• In-Person: If you interact with customers face-to-face, take the opportunity to politely ask for a review when you know they’re satisfied.

• Personalized Emails: Send a follow-up email thanking them for their business and asking for a review. Make sure to include a direct link to your Google review page for convenience.

• Text Messages: If texting is part of your communication with customers, send a quick thank-you message with a request for a review and the link to your review page.

2. Make it as Easy as Possible

The more convenient you make it for customers, the more likely they are to leave a review. Simplify the process with tools like Google’s link generator.

• Direct Links: Generate a direct link to your Google review page and share it via email, social media, and your website.

• QR Codes: Create and display QR codes that lead to your review page. You can place these codes on receipts, business cards, or even at your checkout counter. (Do not put the QR Code on your social media.)

  3. Leverage Your Social Media Presence

  Your followers on social media are already engaged with your business, making them more likely to leave a review if prompted.

  • Social Media Posts: Share posts encouraging your followers to leave a review, and include the direct link to your review page.

  • Stories and Videos: Use Instagram or Facebook Stories to ask for reviews after a successful event or promotion. You can also create a live video thanking your customers and requesting reviews.

  4. Automate the Process with Follow-Ups

  Using automated tools makes it easy to remind customers to leave a review without additional manual effort.

  • Email Follow-Ups: Use customer relationship management (CRM) tools to send automatic emails after a purchase or service, requesting a review.

  • Post-Purchase Surveys: Include a link to your Google review page in customer satisfaction surveys. This gives happy customers an easy way to share their experience.

  5. Include Review Requests in Email Signatures

  A subtle but effective method is to include a review request in your email signature.

  • Email Signature Links: Add a brief line in your email signature, such as “Enjoyed our service? Leave us a review!” with a direct link to your Google review page.

Requesting reviews doesn't have to be awkward or challenging. Using the strategies above, you can increase your Google reviews, improve your business's online reputation with the new algorithm updates, and attract more potential customers. The key is to make the process as easy as possible and to engage with customers when they're happiest with your service. Implement these tips today and watch your Google reviews and web traffic grow.

The Social Media Fumble: How I Dropped the Ball on #PackersEverywhere

If you've been here a while, then you know I am a Packer fan.

And the story I am about to share involves the Packers, so if you rolled your eyes or thought, ugh, sports. Feel free to keep scrolling; however, I am tying this back to social media, community building, and how even I, a professional in social media, get it wrong.

Grab your popcorn, and let's go.

I have this moose that travels with me sometimes. It's not a real moose but a stuffed moose from the Packer Pro Shop. There's a story behind the moose's origins, but that's irrelevant to today's task.  The moose, however, is a stand-in for a family member who can no longer travel but still wants to experience the places I experience. So the moose gets a photo; it's like the concept of Flat Stanley; the Cliff Notes of Flat Stanley is asked to take a picture with the cut-out doll and to send a letter back, either via email or regular mail, to the student recounting Flat Stanley's adventures along with the accompanying photo.

Well, the moose gets a photo to text and sends a postcard from the place. 

And obviously, moose came with me on my digital detox to get the shot at Mesa Verde. When I went to post it to social media, I used the hashtag #packerseverywhere for the first time.

(This next part is where I talk about the embarrassing thing that happened.)

For so long, I had thought that #packerseverywhere was just a hashtag that trended on game days and that all of us Packer fans, who were scattered all over the place, used. I have historically clicked the hashtag so I could see all of the photos attached to it, but I had never searched for it as an account. 

Until I was about to take moose to the game in Denver.

You Guys. 

Packers Everywhere is the official fan club and hosts pep rallies at away games for fans.  It isn't just a place to find out where there is a Packer Bar when you live or travel outside of Wisconsin!

Imagine my surprise when I discovered that #PackersEverywhere wasn't just a catchy phrase – it's an official fan club complete with events, meetups, and a whole community I never knew existed because I was too lazy to look at the ENTIRE website.

Talk about a face-palm moment! Here I was, thinking I was on top of my social media game, only to realize I'd been missing out on a goldmine of Packers fandom.

After writing this, I will probably have my birth cheesehead card revoked but it’s worth it. Since it took me, a social media connoisseur, SO long to realize this. As a die-hard Packers fan and social media professional, I thought I knew everything about connecting with fellow cheeseheads online. 

I was so wrong.

Diving into the Packers Everywhere community was like entering a whole new world. This fan club had everything from tailgate parties across the country to exclusive content and merchandise.

I found myself scrolling through photos of past events, watching videos of fan gatherings, and reading stories from Packers faithful around the globe. It was a bittersweet moment – exciting to discover, but frustrating to think about all I'd missed FOR YEARS.

As I was getting on myself for being so ignorant, I couldn't help but laugh at the irony. 

Here I was, a supposed social media expert, wholly disconnected from this vibrant online community centered around my favorite team. I'd missed out on meet-and-greets with Packers legends, epic watch parties, and countless opportunities to connect with fellow fans. It was a harsh reminder that in the digital age, being connected doesn't always mean being truly plugged in.

This experience taught me a valuable lesson as a social media professional: never assume you know everything about your passion. Digging deeper, researching thoroughly, and always being open to new discoveries are crucial. When you think you've seen it all, the internet has a way of surprising you.

To all my fellow Packers fans out there – and really, to fans of any team – I urge you to look beyond the surface of social media. Explore your team's official channels, dig into those hashtags, and don't be afraid to engage. You never know what incredible communities and experiences might be waiting for you just a click away.

As I embark on this new chapter of my Packers fandom as a new season starts, I can't help but feel a mix of excitement and humility. It's a reminder that no matter how long you've been a fan or how savvy you think you are online, there's always something new to discover. Here's to new connections, unforgettable experiences, and many more seasons of cheering on the green and gold – this time, as part of a community I never knew I was missing.

Go Pack Go!

What Mesa Verde Can Teach Us About Social Media: Lessons from Ancient Communities

I am just returning from my annual digital detox. This year, I stopped by the ancient ruins of Mesa Verde, and they blew my mind.

(Dear Reader: Mesa Verde in August is VERY hot. )

I started my visit with the museum at the top of the Mesa, where an air-conditioned film featuring modern Puebloans discussed Mesa Verde's role in their lives. 

One person in particular said something I couldn't and still cannot get out of my head. She was a Pueblo potter who said she must navigate this modern world where we need email addresses and driver's licenses while also navigating a world where all she wants to do is her pottery and connect with her heritage.

And I felt that so hard.

I never imagined when I decided to go to this National Park that I would be able to connect such a modern aspect of social media to the ancient ruins of Mesa Verde, but it happened.

Mesa Verde has a lot to teach us as entrepreneurs and humans about how we view the evolution of human connection, communication, and adaptation—principles deeply relevant to understanding and navigating the other world of social media we coexist in today.

So, as I sat in a shady rock overhang on the petroglyph trail, here are some things I thought about as I replenished electrolytes:

Community and Connection: The cliff dwellers of Mesa Verde lived in tightly-knit communities, relying on close relationships for survival and prosperity. Similarly, social media connects people across the globe, creating virtual communities where people share experiences, support each other, and build relationships. The importance of community in historical and modern contexts highlights the human need for connection, which is detrimental to our survival.

2. Communication and Record-Keeping: The ancient Puebloans used rock art and pottery communicated and recorded important events. Social media serves a similar purpose today, allowing people to share moments, ideas, and historical events in real time. Both methods of communication reflect the desire to preserve and share information.

3. Adaptation to Change: The people of Mesa Verde adapted to environmental changes and challenges, eventually relocating when resources became scarce. Social media platforms, too, are constantly evolving to meet users' needs and respond to changes in technology and society. In the digital landscape, we can migrate to platforms better suited for us. 

4. Cultural Expression: Mesa Verde's artifacts and architecture reveal much about the Puebloans' culture and beliefs. Social media provides a platform for artistic expression and sharing, allowing people to showcase their traditions, beliefs, and values to a global audience.

5. Preservation and Legacy: The preservation of Mesa Verde's cliff dwellings teaches us the importance of maintaining and respecting historical sites. Similarly, social media impacts how we preserve and share our digital legacies. How we represent ourselves online can influence our personal and collective histories.

6. Impact of Environment: The environment played a crucial role in the lives of the Mesa Verde inhabitants. Today, social media can impact our perceptions of our surroundings and ourselves. Just as the natural environment influenced ancient communities, the digital environment shapes our social interactions and perceptions.

7. Interconnectedness: The trade networks of the ancient Puebloans show how interconnected they were with other migrating communities. Social media reflects this interconnectedness on a global scale, enabling instant communication and interaction across different cultures and regions.

Visiting Mesa Verde immersed me in the rich tapestry of ancient life. It provided a valuable perspective on our modern digital landscape. By examining how the Puebloans managed their communities, communicated their stories, and adapted to environmental changes, I gained insights into the parallels with today's social media environment and how fleeting and permanent it simultaneously is,

In a world where social media shapes our interactions, influences our identities, and connects us across vast distances, the lessons from Mesa Verde remind us of the enduring principles of community, communication, and adaptation. As we navigate the complexities of the digital age, let us draw inspiration from the resilience and ingenuity of the ancient Puebloans. Their ability to create a lasting legacy in the face of change can guide us in crafting meaningful, sustainable, and respectful interactions online.

Just as Mesa Verde is a testament to a civilization's way of life, our digital footprints and social media practices can reflect our values and shape our future. My hope for these next few months and years to come is that by learning from the past, we can forge a more thoughtful and connected digital world, honoring the legacy of those who came before us while building a positive and enduring presence for generations to come.

The Baby-Sitters Club to Digital Marketing: Entrepreneurial Lessons That Shaped My Career

It's always been in my DNA to be an entrepreneur. I don't remember exactly how old I was, but I invited everyone on my soccer team who had a dog to my backyard, and we would have a dog show. I recruited some neighbor kids who didn't have a dog to be the judges. I made signs with crayons and hung them up around the neighborhood.  From "hosting" that dog show, I got asked by the families to walk their dogs when they were on vacation, and they paid me! 

I also would take my mom's garage sale signs from the garage and put them on the corners of the street. I would set up a card table with the Happy Meal toys I didn't like and try to sell them along with Kool-Aid. A woman once stopped and asked where the garage sale was, and I said right here. She went on to tell me through a rolled-down window from her driver's seat what "false advertising" meant.

But what really got my entrepreneurial brain going was when I discovered the Baby-Sitters Club books.

I was 11 and babysitting my brother and some neighbor kids (It was the 90's). I found The Baby-Sitters Club  Kristy's Great Idea at the library. (BSC if you're in the know)

My mind was blown! 

Little did I know that Kristy, Claudia, Mary Anne, and Stacey were teaching me valuable lessons that would shape my future career in digital marketing. 

A network of baby-sitters- a business in babysitting? I immediately took my Lisa Frank Trapper Keeper and made it into a catalog of clients. I recruited 3 of my friends from my various sports teams, and we re-created our own baby-sitters club in my tiny town, complete with a weekly meeting and Kid Kits. It took a bit to build up the word that we existed like any business (as with any business). Still, each week, we got together for one hour on the phone and waited for job requests to come in. While we waited, we used crayons, colored pencils, and construction paper to make flyers to advertise our babysitting services. 

I was at the thrift store recently and saw that someone had donated their entire collection of Baby-Sitters Club books. It got me thinking back to that time. Also, as I navigate the fast-paced world of SEO, content strategy, and social media campaigns, I think about what the BSC taught me about business in general. 

And here's what I came up with:

1. Spot Your Market Opportunity

Just like Kristy Thomas had her "Great Idea" to start the Baby-Sitters Club, successful digital marketing is all about identifying market needs. In my work, I'm constantly looking for gaps in content, untapped audiences, or emerging trends that my clients can leverage.

2. Collaboration is Key

The BSC taught me that everyone brings something unique to the table. Claudia's artistic flair, Mary Anne's organizational skills, and Stacey's math abilities all contributed to the club's success. In digital marketing, I've learned that the best campaigns arise from diverse teams bringing their individual strengths together.

3. Adapt or Perish

Remember when the BSC faced competition from the Baby-Sitters Agency? They had to up their game and offer better services. In the ever-changing digital landscape, adaptability is crucial. Algorithm updates, new platforms, shifting consumer behaviors - we must always be ready to pivot our strategies.

4. Customer Service is Everything

The BSC girls knew that being reliable, punctual, and good with kids would keep clients coming back. In digital marketing, we build lasting relationships and brand loyalty by providing value to our audience and being responsive to their needs.

5. Data Matters

Mary Anne's meticulous record-keeping in the club notebook reminds me of the importance of data in digital marketing. Analytics, engagement rates, and conversion metrics are our modern-day equivalents of the BSC notebook, guiding our decisions and strategies.

6. Continuous Learning

The BSC members constantly improved their skills, from taking childcare classes to learning about children with special needs. Stay updated with the latest tools, trends, and best practices in digital marketing is non-negotiable.

7. Solve Problems Creatively

Whether it was entertaining a problematic child or managing multiple clients on a busy night, the BSC girls were master problem-solvers. Similarly, we often need to think outside the box in digital marketing to overcome challenges like algorithm changes or reaching a saturated audience.

8. Build Your Brand

The BSC had a strong, recognizable brand in Stoneybrook. They were known for reliability, quality, and professionalism (as professional as 13-year-olds can be). Consistent branding across all platforms is crucial for building trust and recognition in digital marketing.

Who knew that a series about teenage baby-sitters would lay such a solid foundation for a career in digital marketing? These lessons, learned between the pages of my favorite childhood books, continue to influence my approach to business and marketing today. And maybe they can help you.

So, the next time you face a digital marketing challenge, ask yourself: What would the Baby-Sitters Club do? The answer might lead you to your next great idea.