Most bookmarking sites allow you to download a widget to your browser allowing you to easily bookmark sites that you like and want to share.  Each time you find a site you like you can click to add it and to organize with appropriate tags.

Some of the most popular bookmarking sites are Reddit, Delicious, Stumble Upon and Digg for a more comprehensive list go to Wikipedia.  These are all social networking sites: online hubs where people connect, build community and communicate and interact online.  Like other types of social networks they can be very effective in driving traffic to your website, building online connections and increasing your online exposure.

If you think bookmarking sites may be a good tool to consider using as part of your Internet marketing strategy, you should take time to take a look at the sites above to ascertain which is most appropriate given your target audience and content (by exploring tags or categories and the type of sites contained therein).  As with any social media marketing activity, to be effective you need to add value, be consistent and to connect and build community with others.

It is best, in fact,  to deploy social media marketing strategies that involve using only a select  few of these tools in highly targeted ways.

How to decide which social media tools to use?

In order to ascertain which social media tools are best you need to know a few things – some good old market research is needed:

1. Customer – if you don’t already know this then you should.  Understand who it is you want to do business with and what it is that you do that solves a problem for them.  Take some time to listen to what is being said about your company or industry in these forums.  Doing so will help understand the online habit of your customers.
2. Company – consider your organisation, its products or services and determine which media are most appropriate to showcase these.  Consider too, the resources you have at hand (what are you and your staff great at?) and use these strengths to build your social media campaign.
3. Convenience – where is the best place to reach your audience online?  Which tools  you use will depend on knowing this.  For example, LinkedIn is great to reach business people, Flickr is a great place to showcase art, photography and design companies – you get the gist.
4. Communication – always remember to be consistent with your messaging and branding.  Your online brand and message should be consistent with your overall branding as well so as not to confuse.   The goal here is to build community, so consider ways to communicate and interact online that will add value, encourage interaction and grow your following.

Take these four C’s into account and your social media marketing is more likely to hit the mark.

You can use social media to promote practically any event but doing so takes time and effort.  Here are a few pointers to bear in mind that will increase the likelihood of your success in using these tools to sell out your event.

Target Your Audience

Don’t try to submit your event to each and every event site  out there, instead choose sites that are targeted to attract the desired audience.  For example, if your event is in Vancouver and use Vancouver events site.  If your event is a social one then post it on a “social” network like Facebook but if it is aimed at professionals, then LinkedIn will be a good tool to reach your target audience.  If your event is aimed at the tech community then check out Techvibes but if its music oriented then Oscillations might be a better choice.  The point here is that like any other marketing or promotional effort, online events promotion should be very specifically targeted to your intended audience.

High Ranking Events Sites

Only list on events sites with a page rank of 4 or higher.  The higher the ranking the better from a search engine optimization perspective and the more likely your audience will be to actually find your event.  A great multi purpose events site is with a high ranking is MeetUp - with a page rank of 7.  It is better to submit to a few sites that get tonnes of traffic than to submit to lots of sites that hardly get any visitors.

Submit Events Consistently

If you start using social media to promote events then you should be prepared to do so consistently.  Choose 5 -10 highly targeted events sites with a high page rank and submit all of your events to these sites and do so regularly.  You will begin to build a following in these forums and the last thing you want to do is to annoy them with intermittent and inconsistent listings.

Events promotion lends itself well to social media because the inherent nature of an event is social.  If you follow the 3 tips above, not only will you drive more awareness of your events but you will also be able to tap into the nature of social communities.  If people enjoy your events they will be more likely to suggest them to others in their online communities and so the buzz will build.

An article in today’s Vancouver Sun raises the Facebook privacy issue again: the article discusses the increase in bogus online identities and points out that many business individuals are steering clear of Facebook as a result.

Every time Facebook makes changes, like those we mentioned in yesterday’s blog post, the inevitable wave of hysteria follows.  Whilst privacy is undoubtedly an issue, it shouldn’t be a reason to avoid social networks completely.  Given that 400 million people (and counting) use Facebook, if you are in a professional role where building your network is part of what you do, then it is simply foolish to ignore Facebook completely.

How To Mitigate Facebook Privacy Concerns

Privacy is indeed a concern, as is identity theft, but if you take a few simple precautions when social networking you can really help limit the risk of these eventualities actually transpiring.  What better a time then to review some simply steps you can take to mitigate  these concerns:

1. Use the privacy settings (in Facebook click on settings at the top right hand side of your screen then privacy) to make sure that your personal information such as date of birth, home address, email etc are not there for all the world to see – don’t want to encourage identity thieves or spammers do we?

2. Off the Wall – don’t use people’s wall to communicate personal information or communications. If it is longer than a couple of sentences take it to Facebook email.

3. Remember that the first thing recruiters do these days is to check out candidates on Facebook. If you intend on ever applying for another job you should be cognizant of this.   Boasting about your drinking prowess to the world will not land you that coveted job. Always do the granny test, be careful of what you post and again use the privacy settings accordingly.

4. Be authentic – upload a profile picture so that people can see that its really you – or what you look like after all these years, as the case may be.

5. Be selective about who you add and which pages you like. Don’t add every TD&H who invites you and remember what mother said about strangers! Seriously though, being selective about who you connect with gives you more control if safety is a concern: this is not about quantity – it is about quality.

6. Never Buy Friends or Followers – never use sites that promise you thousands of new followers or views.  There is always a catch.  (Thanks to the a forementioned Sun article for that one!).

7. Be respectful and don’t use profanities too much – you never know when someone’s kid is watching over there shoulder (take it from me – this happens a lot!).

8. Be true to who you are. Transparency is key to effective social media participation. Don’t try to present yourself as something or someone you are not. Imagine how embarrassing it will be when someone crawls out of the woodwork and points out the truth – to everyone.

9. Say It - If it is not worth saying out loud, it is not worth saying on line.  This is a good mantra to bear in mind when considering your status updates.

10. Block Em – If someone is rude to you in comments or on your wall, you can block them. Again go to settings, privacy and scroll down to Block List to do so.

11. Applications – you should be aware that most of the games and applications on Facebook are from third party companies you know nothing about and are often set up for the simple purpose of collecting you marketing info. Once you add the application, they have access to your information. Be wary of which applications you add and again use the privacy settings to control this.

Thanks to Tailor Ransom for the great Flickr image!

Personal Branding

The idea of having a professional image is not a new one – uniforms have been standard for many occupations for centuries. The difference with personal branding is that the concept is not to make you look like one of the crowd, but rather to make you stand out from it.

When considering your personal brand you should look at many factors: the way you speak, the way you look, the car your drive, your education, and your character, but the single most important aspect to consider when building your brand is that it has to be real. It has to reflect the real you. A personal brand that portrays a false image will be apparent to everyone you come into contact with and will do more harm than good.

Identify the unique aspects of your personality, skills and experience and use those to make “you” stand out from the crowd. By building on a personal brand that it true to you, your efforts will be more rewarded and your image will be more realistic and authentic.

Using social media is an ideal way to build your personal brand, to expand and reinforce your network, but there are risks that you should be aware of.

Tips For Building Your Personal Brand Online

Here are some tips that will help you take advantage of social media to build your brand safely:

1. When networking on Facebook or other social forums always use the privacy controls to limit access to your information (usually you can find these by clicking on “account”).

2. Use Facebook, LinkedIn and other networks to make people aware of what you do or want to do. Highlight your unique experiences in these forums

3. Google yourself or use Pipl to see what’s being said about you and do the Granny test on the results – if Granny wouldn’t approve then perhaps the content isn’t appropriate to enhance your business profile.

4. Use your profiles in these forums to present an appropriate professional image. Include a good headshot that is authentic and don’t post any photos, videos or images that compromise your image.

5. Portray yourself professionally (as appropriate to your industry) in all forums.

6. Be true to who you are: transparency leads to trust – if you have a good reputation people are more likely to do business with you.

7. Remember that you have a valid and unique opinion. Don’t be afraid to voice it.

8. Always be respectful of others. It is okay to disagree but be polite about it.

9. If you are young and looking for a job be aware that a party boy or girl image may seem cool to your peers but it won’t help you get a job or grow your professional network.

10. Online networking is a vital tool for anyone trying to build a career but don’t get sidetracked or sucked in. Avoid this by scheduling time for online networking and sticking to it.

11. Don’t make friends with everyone and anyone. Be selective. It will help you manage the volume of information and will also expose you to less risk.

Personal branding is being used more and more to help people highlight their professional attributes and experience, grow and enhance their networks, build business and to find new careers. In our next post on this subject we will look more closely at which social media tools to use and how to use them to do this effectively.

Your Facebook page may be the first contact a prospect has with you and it is important to stand out from the crowd. One way to do this is by customizing your Facebook page to include tabs that go beyond the basic “Wall” and “Info” tabs in the vanilla page set up. Once you have created these new tabs you can customize each page.  Here’s how:

Customize Your Facebook Page

First thing you need to do is add the Facebook Mark Up Language to your Page.  To do this, Facebook search “FBML” find the FMBL application and click to add it to your site.

Once you have added this, go to your Page and click edit.  Under “Applications” you will see FBML.  Click to edit to add a new tab.

The box title shows “FBML”, edit this to show the title you want to appear on the tab on your page. Click to save.   The new tab will now appear on your Facebook page.

To edit and add content to the page click to edit your page again and click to edit on  the pertinent FBML application you just created.  Finally,  add the code you want to appear on the page.

The easiest way to generate the code is to use a CMS editor.  I used WordPress to generate the code for the connect tab content I created on the Out-Smarts Page.

To add images to your new tab page, upload them to WordPress and use the hyperlink functionality if you want to link the image to an external page (exactly like you would if you were uploading and linking an image to a blog post).

Once you are happy with the content, copy and paste the HTML code into your FBML window.   To find this click on applications then edit as before.

Click to complete and save.  Go back to your Facebook page and voila, you will have a new tab there and if you click on the tab the content you created in WordPress will appear there.

The Internet is a great way to expand your career horizons and get to know new and influential contacts. Here are a few pointers to bear in mind when using social media to network.

1. Don’t try to network in every Internet networking hub out there. Choose those where you get the biggest impact (i.e. those that your existing contacts already use, those that reflect your target audience, or those most applicable to your niche). The most popular are LinkedIn (Professional Network), Facebook (fastest growing) and Twitter but there are many networks that are industry or job specific (like Active Rain for real estate) too so take time to check them out.

2. Leverage existing on-line networks to grow new ones. I use the Out-Smarts’ Facebook Page profile to promote our Twitter account and vice versa and add more contacts in that forum

3. Promote your activity in your chosen forums by including it in business cards, profiles and on your website.

4. Use widgets. Most of the social networks allow you to widgetize a link to your profile. Add this to your site, blog etc and include widgets for other networks in your networking profiles.

5. Always remember to be professional in these forums – ask the Granny question and make sure your content is appropriate to your professional standing.

6. When you meet new contacts in the real world find then on-line and add them to your networks.

7. Trawl the friends of your friends and contacts and add those you know or those gurus in your business.

8. Don’t spread yourself over to many networks or allow them to suck up your time. Schedule it into your day.

9. Join groups. Facebook and LinkedIn both offer groups. Join applicable ones and gain access to more people in your field.

10. Participate in the right forums. These should relate to your industry or market and to those of your prospects.

11. Ask and answer questions and use your status to attract new contacts.

12. Blogs can be a great way to build your network too. If you have a blog, always follow up with people who leave comments to connect with possible prospects and peers.

13. If you don’t have a blog then use blog comments as a forum to connect with influential bloggers in your industry, to build awareness of what you do and to add value for their visitors in turn.

Foursquare Growth

Playing Foursquare

Foursquare allows users to check in from their mobile phones when they are out and about at dinner, sports venues, tourist venues and even at the hairdresser.  As a user, each time you check in to a location you are awarded points.

Once you start accumulating points or visiting locations frequently you are awarded badges and titles (I am the Mayor of Stock Up, one of my favorite places to have lunch in Kerrisdale).   Foursquare apps are available for download to most major smart phones (iPhone,  Blackberry, Android and Palm Pre.).

If you think it sounds like more of a game than a serious business network, you are right but if your business is location based, it is a game you really should be taking seriously.   A little friendly competition can do wonders to bring people back to your location again and again and so businesses are beginning to clue in to the loyalty potentially and Foursquare as a tool to spread awareness: many businesses are offering incentives to those who become mayor and to visitors who offer tips about the location.

Foursquare Tips for Business

1. Make sure you are listed on Foursquare.  The best way to do this is by joining the community, downloading the phone app and adding a venue from there (read this post from Dave Tailor for more detail on how to do so).

2. Consider offering incentives for those who visit frequently and sign up with Foursquare to promote these.  Every time someone signs in to your location, their followers see this, so the more Foursquare visitors you have the better – its like free advertising!

3. Monitor Foursquare to see who is visiting and especially to track tips.  Foursquare users can provide tips about your location and since this is user driven you may want to reward positive tips and be prepared to go to bat if someone posts something negative.  Most of the tips I have seen to date are positive.

My Perspective

I have been playing around with Foursquare for a few months and it is fun but so far I haven’t been rewarded for my patronage – here’s hoping this post changes that!

Frustrated at the longer anticipated wait for sushi the other week, I posted this warning others to factor in time but there has been no response to that either.

Since Out-Smarts is virtual and not location based, we’re not on there but we do encourage all businesses to be aware of what Foursquare is, to make sure they are listed and to keep an eye on what is being said about their business.  If Foursquare does take off, as it is predicted to, then more and more of your clients will be using this tool to share their nights out, business meetings and fun.

Plaxo – another prominent professional networking tool with over 20 million users, Plaxo is similar to LinkedIn in that it allows you to search job listings and to connect with people who are hiring but unlike LinkedIn, it does not have tools aimed solely at recruiters yet.

Xing – Another professional network which is becoming more popular with over 8m users.  It is very similar in its functionality to LinkedIn but posting jobs is much cheaper.  The downside is that lots of users are in Europe so its not the best tool for North American recruitment purposes.

Other professional social networks that facilitate recruitment:

Viadeo

Biznik

Social Networks – Facebook

Facebook Groups:  there are groups on Facebook dedicated to getting the word out about jobs.  To do so you can join and post or participate.  Examples include:

http://www.facebook.com/search/?q=jobs&init=quick#/group.php?gid=29593013279&ref=search&sid=745281396.2828234181..1

Facebook Pages – some companies have Facebook pages dedicated solely to helping them find staff.  The best known example is the Ernst and Young Facebook Page.

Facebook Events – having a hiring fare?  You can use Facebook events like this one to promote it.

Facebook Ads: allow you to post ads aimed at people you want to employ: location, education level etc.

Twitter

Twitter is proving a great tool to promote job openings.  You can use corporate or staff Twitter pages to Twitter to your community about job postings or you can even have your own dedicated Twitter feed that serves this purpose alone like KPMG http://twitter.com/kpmg

As with any Twitter effort, your follow strategy will be important.

Twitter Ad-ons

You can also use third party tools like Twitter Job Search to search listings and post your own.

Here at Out-Smarts, we are looking to hire an intern right now.  So far we have had 3 suitable and interested candidates contact us and all we had to do was post the fact to Facebook and Twitter.    If you are interested please contact us, otherwise good luck in your recruiting or job search efforts.

There are a number of social media tools you can use to enhance your recruitment function – here are a few:

• Professional Networks,
• Social Networks like Facebook,
• MicroBlog platforms like Twitter,
• Blogs,
• Video
• Podcasts.

Perhaps the main social networks that support recruiting are the professional networks.  To use these effectively, your company should have a presence in these forums whether it be through a company presence or through staff profiles.

Professional Networks:

LinkedIn

LinkedIn has over 47 million users in 200 countries.  As a “professional social network” it is ideal as a tool to use to assist recruitment.  There are a number of ways you can use LinkedIn for this:

Searching Jobs on LinkedIn – this is useful from a recruiting perspective as it allows you to search other positions in your industry that have been posted in this forum.

Find People

You can use your LinkedIn Profile to find people – LinkedIn is a free professional network but if you upgrade your LinkedIn membership you can communicate more effectively with possible candidates.  Paid LinkedIn accounts start at $24.95 and run to $400.95 depending on volume (of emails, interactions etc).  By using this paid LinkedIn functionality you can contact, communicate and interact more than with the vanilla version but more importantly for recruiting, you can check references.

Post a Job

Posting a job on LinkedIn costs $195 for a 30 day listing.  The benefit of posting on LinkedIn is that it facilitates candidate research and allows you to identify and connect with people who can recommend and refer them.

In addition, LinkedIn also provides a service aimed solely at recruiters called LinkedIn Talent Advantage which aids in the sourcing, getting the word out about jobs.

More on social media for recruitment tomorrow.