The No Brainer: Facebook’s New Timeline Update

Plain and simple, Timeline is a new look for your Facebook Profile page. It’s kinda like your Profile on steroids. There’s a cool new BIG picture at the top… called a cover photo. Your timeline now goes all the way back to your start on Facebook. And where apps have been available on Fan Pages, now there are Social Apps for your Timeline — music, movies, pictures, etc. At first all this was a little ADD for me… and I’m totally ADD…. wait, there’s something shiny!!
(dramatic pause…) But after a few days.. the new Timeline profile has really grown on me. Now, I think this update is a no brainer.

My Updated Timeline

Lots of Promise But Proceed W/ Caution:

Facebook’s New Subscriptions

If you’re not as popular as Kim Kardashian or Lady Gaga, but you’re using facebook to network AND getting A LOT of friend requests from people you don’t necessarily know… then you’re in good company. I believe there are millions of us on facebook who have outgrown our Profiles, but still feel a little silly having a Fan Page. In case you’re not sure of the difference between the two… let me give some definitions:

Profile
This is your personal Facebook Profile where you accept (or ignore) “friend requests”. Yes, I know… many people feel like their profile is their personal space and they’re not comfortable connecting it w/ their work life at all. I totally respect that. I just enjoy using my profile to connect with people because it feels more genuine than a Fan Page. Plus, Facebook is all about making personal “connections”, so Profiles generally have the most “rights” — post on friends’ walls, send messages and tag people. The downside of a Profile? You can’t accept more than 5,000 friends. (While I agree with facebook that no one really has more than 5,000 true friends.. it’s a catch 22 for those who feel guilty NOT accepting a friend request or who find their Profile a great way to increase their “sphere of influence“. 5,000 may seem like a big number.. until you hit it. Then, you can’t accept ANY friend requests… even if it is your best buddy since 3rd grade! Been there… done that… did NOT buy the t-shirt!)

Fan Page
Fan Pages were created for businesses and companies. On these Pages, people click the “like” button to follow the updates. It’s best for businesses (from you local dry cleaners to Zappos) or brands w/ raving fans (like the Kardashians). Like it or not, I– like so many– found myself with no choice but to create a Fan Page to engage with new folks because I’d hit the 5,000 “friend” limit on my Profile. The upside of a Fan Page: customized apps (newsletters, videos, contests), Insights (so you know WHO likes your page and what postings trip their trigger), and no cap on the number of fans who can “like” your page. So, what could possibly be the downside? While facebook has worked VERY hard to make Fan Pages more user friend and acceptable (not feel so pompous)… a Fan Page still isn’t as personal as a profile.

So, again… many of us are caught into the middle… not knowing where we belong. THAT’S why I think I’m going to love the new Subscriptions option!! Here’s the world of subscriptions according to Cindy:

Subscriptions

Basically Subscriptions allow you to have “friends” on your Profile (up to 5,000) AND add an endless number of people who “subscribe” to your updates. You can give these “subscribers” the same rights as “friends” (posting, messaging, etc) to create more engagement or you can limit what they can do. I feel like this is awesome because you can keep the people you truly KNOW as your “friends” and customize posts, pictures, etc to them privately (well, as private as the internet gets). You can un-friend (as opposed to de-friend) those “friends” you really don’t know personally and yet they will still stay subscribed to your timeline. PLUS… there’s no limit to subscribers! It could be the best of both worlds for many brands!!

Journalists are TOTALLY embracing Timeline and Subscriptions. They’ve updated their Profiles to the new Timeline and offer Subscriptions to their updates. Here are a few examples: Sam Champion from GMA, Katie Couric, Ann Curry from The TODAY Show, and more!  (You may wonder why they don’t have a “friend” request button. Once you hit 10,000 subscribers, you switch to a Subscription ONLY platform. Check out this WONDERFUL article from my new friend Vadim Lavrusik – who heads up Journalists On Facebook. Here’s one of his articles.)

The only bummers I’ve found so far?

1. No analytics.

On your Profile, you can’t track Insights to see from where subscribers come or what posts get the most interest. Remember… I’m an Emmy winning investigative reporter… GIVE ME THE COLD, HARD FACTS! But, that doesn’t mean you’re totally in the dark with your subscriptions. You can tell when people comment and engage with you on a topic – which is the whole point of social media. (When I posted pictures of my face mangled by a cat a week and a half ago, I got 300+ comments on my Profile and Fan Page. I don’t need Insights to know THAT was a hot button! Here’s my newsletter about it.)

2. Facebook hasn’t yet combined the Fan Page apps into the Timelines.

With a Fan Page, you can add a tab that let’s folks sign up for your newsletter, watch videos straight from YouTube and enter contests. But that’s not to say apps aren’t available for your Timeline. They are! But the Timeline apps more social and not as marketing driven – which is both good (more genuine) and bad (the right contest can really boost the numbers of your target audience).

3. Spamming is apparently very easy on your Profile/Timeline.

Unlike your fan page, there are no profanity filters. (By the way, please don’t test it and make me block you, k?)

4. You can’t have multiple admins on a Timeline account.

Since this is your PROFILE… it only represents ONE person & can’t have multiple admins like Fan Pages.

FB Insights: One Cat Scratch Picture REACHED 2,130 People

With all this said… remember, Timeline and Subscriptions are NEW and only available right now for Profiles. I expect kinks to be worked out and many of these personal touches added to Fan Pages in the future. Plus, remember how I said we’re in the infancy of social media? You can bet your bottom dollar that Facebook will continue to change. We’ve only just begun!

The bottom line?

Those looking to connect with their high school classmates and look at their grandkid’s pictures are probably good with a basic Profile. Business and companies are probably best served with a Fan Page. For the rest of us? Well, before you rush into ANYTHING… you might wait a month or two or three to see what shakes out. In the meantime, I’m going head-first into the Timeline & Subscriptions so I can give you more information. I’m working with Facebook and Subscriptions were added to my Timeline last night. (Before you get mad at me…. I DID NOT SELECT WHO STAYED A FRIEND AND WHO MOVED TO A SUBSCRIBER! Facebook has an algorithm that moved 5,000 “friends” over to subscription status last night — except those who engaged the most w/ my Profile. PLEASE NOTE: I’ve given the same rights to Subscribers as my closest friends. But if your feelings are hurt… please let me know. I don’t want to lose your connection b/c I’m test driving stuff before I suggest it to my social media strategy clients. Better for me have an epic fail, right? LOL….)

Click here to Subscribe to my Timeline
Click here to “Like” my Fan Page

Facebook’s PDF – 9 Subscription Tips For Public Figures

Strategy is all about finding what works best for YOU!!
What do YOU think?
Have you updated to the new Timeline?
Are you going to add Subscribers?? Or is your Profile too personal?Does it bother you to be a “Subscriber” and not a “Friend”?

Here’s how….

Alright, it already seems a little ADD for me… and I’m totally ADD – oh, wait… something shiney!

And we’re back…

As a Social Media Strategist… I’ll test drive it w/ you on my blog and facebook over the next week so we can see what apps enhance it.

I’d love YOUR opinion! What do YOU think of the new Timeline?

So, how can you easily listen to what people are saying about your brand if you don’t have a social media strategy or the budget for a social media team? Well, here are five easy and FREE ways to do it:

Tweetdeck: LOVE this tool! You can set up search columns for terms, twitter hashtags and groups. (Hint: I not only search my clients but also their competition!)

Social Mention: This is also one of my faves b/c it gives you real-time social media search & analysis. It aggregates information from many social media platforms.

Addict-o-matic: A real-time social search engine where you create a custom page on the latest buzz on any topic on just about any social media platform.

Let me just warn you: these are the tools I like THIS WEEK. Lol.. things in social media change almost daily. For instance, I used to use the free tool backtype all the time to analyze social media reach. Well, now it’s been acquired by twitter so the backtype website isn’t working right now. But I’m sure we’ll see the benefits soon on the twitter platform.

Now that you know HOW to monitor your brand,  you may be asking WHAT to monitor. Here’s a list:

Your Company Name (even misspellings & twitter handles)

Your Competition’s Name (even misspellings & twitter handles)

Company Domains

Products and Services

Names of Key Employees (including twitter names)

Industry Terms/Keywords

Conferences, Events and Hash Tags

Also, if you want something more indepth, you’ll need to pay for it. I personally use the twitter management tool Tweet Big, but there’s also Social Oomph, Trackur, & HootSuite. Each of these offer bells and whistles the free ones don’t. So, feel free to check them out and see if they’re worth the money for you. In the meantime, don’t overlook the freebies.

I know I listed a lot of stuff here. DON’T GET OVERWHELMED! I just want to give you an idea of everything you CAN monitor for FREE. The bottom line? Listening to real time conversations about you, your competitors and your industry can keep you not only in the “the know” but can help you provide great customer service AND help you protect your brand.

So, how can you use social media for customer service? Let me count the ways.

1. No 800 #? No problem!

Before social media… we were a slave to being left on “hold”. Now customer service numbers are nearly impossible to find on many websites. (Ebay anyone?) So instead of feeling helpless, take control and find them on twitter or facebook. To find the company’s twitter user name, just google it by searching the business and the word “twitter”. To find a company on facebook, just search for their fan page through the search box on your facebook profile.

2. Don’t post when you’re angry

Recently, I was unhappy with a big order I got from a national printing company. I wanted to call… but, alas, no number on their website. But I didn’t tweet the company right away b/c I wanted to make sure my tweet wasn’t “angry”. After deep breaths and some thought, I posted that my order wasn’t correct and I wanted to “chat” with customer service. They immediately Direct Messaged (just between the two of us… not public) a number to call & they quickly reprinted my order. DON’T POST WHEN YOU’RE ANGRY b/c whether you have 5 followers are 50,000 you’re messing with someone’s brand. Don’t post something you’ll regret later b/c (1) it lasts in cyberspace forever and (2) you certainly get more flies with honey than vinegar.

3. Don’t post only when you need something

Companies like to take care of loyal customers. If you’ve tweeted good things about them or helped their business through social media referrals, they’re much more likely to help you. It’s that whole honey and vinegar thing again. I’m a big believer in spreading compliments all over social media for a job well done or good customer service. A sincere “thank you” is never overrated.

4. The customer isn’t always right

Sometimes you’re too close to the issue to realize YOU ARE WRONG! (I know… banish the thought, right?)  Seriously, before you publicly make accusations or try to get your way through social media, take a step back and look at the big picture. The customer is not always right. In fact, let me even take this scenario a little further. I’m constantly amazed at folks who use their social media following to get anything and everything they want. THAT IS WRONG! Don’t be a social media bully and please don’t “use” your followers to get your way. Remember, it’s not a right but instead an honor and a privilege for someone to think you’re worth listening to. (I know… a tad preachy, but definitely words to live by.)

5. If at first you don’t succeed…

Alright, so you’re unselfishly using social media for good not evil, but that doesn’t mean you always get immediate results. For the most part, Corporate America has resisted social media because it puts the power back in the hands of consumers. But whether they like it or not,  social media as a movement that can’t be ignored if brands want to stay relevant, competitive and in business. Even company’s that openly ban social media are now actively monitoring what’s being said about them on social media — if they’re smart, they are! (For example, Domino’s stock dropped 10% in one week after a delayed response to a video that went viral in 2009. Now the pizza giant has a dedicated social media team to respond daily & posts instant customer reviews in Time Square! ) So, companies that weren’t paying attention yesterday may be actively listening today and have no choice but to be fully engaged tomorrow. So, if you feel like the crickets chirp when you use social media for customer service, don’t give up. Try, try again…

If you don’t believe social media is changing the word we live in… think again. One of my fave articles from 2011 is a Forbes cover story about Social Power and the Coming Corporate Revolution. I couldn’t agree more that customers and employees are gaining power and a voice through social media that Corporate America simply can’t ignore if it wants to remain relevant and competitive. In fact, my recent experience with American Airlines is a perfect example of how even Corporate Giants can use twitter to not only listen but turn a “heat case” into an opportunity.

My love/hate relationship with airline customer service began when I flew back to Lubbock, Texas for my 10 year high school reunion. My husband and I missed a day and a half of the festivities b/c of mechanical delays. On top of that, I ended up wearing my mother’s clothes & buying makeup b/c the (unnamed) airline lost our luggage. (D’oh!) For the first time in my life, I wrote a scathing letter. The response? (Feel free to insert the noise of crickets chirping here…) No apology letter or phone call. Nothing. Nada. Apparently, no one cared whether I was happy. And honestly, what was the real incentive to even pretend to listen to me? I’d fly again anyway, right? Yep.

As a TV consumer reporter at the time (1994), I was well aware that I wasn’t alone. Airline customer service– especially concerning complaints– was almost non-existant. If you weren’t making a reservation, they weren’t interested. Nothing much had changed even as late as 2009 when Time Magazine wrote about Bad Airline Customer Complaint Lines: No Answer. It seemed like we were simply destined to take what the airlines were dishing out — good, bad or indifferent.

Well, maybe not anymore…

For my first blog of 2012, I’m pleased to report things are changing DRASTICALLY with the introduction of social media… even when it comes to the Airline Industry! Now, I’m not sure if all airlines have gotten on board but American Airlines has truly stepped up to the plate to not only use twitter as a listening tool… but actively use it to make customers happy! (Insert angels signing here.) How do I know times are changing? Here’s the Reader’s Digest verson: I was having troubles booking a trip w/ my frequent flier miles. I tried to book online but had “issues”… and customer service told me it would cost $85 to book through them even though I’d just paid to reactivate some expired miles. ARG! So, I did what I usually do and tweeted… hoping someone might listen. Check out the thread:

I’d been messing with these dang tickets for a week and American Airlines’ social media department had me taken care of in mere MINUTES!! Even if they hadn’t gotten me out of my self-induced mess… they LISTENED and ANSWERED. THIS is what I preach to my clients!! No matter how big or small your company… customer service isn’t an option. You MUST listen and interact with the folks who chose to spend their hard earned money with YOU. And since Social media is all about engagement… it’s the PERFECT place help your customers and build a loyal following.

There’s little doubt that twitter, facebook, Google+, etc IS a game changer. Still not convinced of that? Then try this on for size: Social media is not only the perfect place for your customers to get help but it also provides a place for your biggest fans to brag. For instance, the following tweet not only went out to my almost 15,000 twitter followers, but it had 60-THOUSAND impressions! Now THAT is a big “thank you” for a job well done!

Can your company afford NOT to be on social media?

In my next few blogs, I’ll give you some tips on HOW to tweet in order to get companies to listen to you and how YOU can monitor your own brand on social media so, like American Airlines, you can turn every post into an opportunity.

I recently shared the same stage at the conference as Peter Shankman — the founder of HARO. (I also just saw him in NYC and did a blog post on his fab ideas about social media and customer service.)
Anyhoo… his quote this time around that really got my attention?
“No privacy settings in the world on social media will save you from stupidity. If there’s ANY question… DON’T post it!!!”
LOL! That statement totally cuts to the chase and is so true!

Don’t think even the smallest stupidity can damage you in this cyber world? I know a girl who took a picture of herself in a too tiny bikini & posted it for her facebook “friends”. One frien-emy shared the very unprofessional photo with her co-workers & clients! In an instant, she was labeled a “bimbo” and probably doesn’t have a chance of ever getting promoted now. That’s just one example… but the fact is, online stupidity has crippled everyone from individuals to major corporations. You need to realize: privacy was so yesterday.

What to and not to post/tweet:
*DON’T post compromising photos/posts that might destroy your reputation in an instant (Duh!)
*DON’T post when you’re angry and might say something you want to take back later
*DON’T post when alcohol is flowing
*DON’T assume privacy settings or anything else will save you b/c others can copy & share the picture/posts
*DON’T sext… EVER!! (Puhlease… Use your brain, people!!)
*DO be personable in your posts, but keep it consistant with your brand or the reputation you want to achieve
*DO un-tag yourself if someone posts an unflattering picture of you (& ask them to REMOVE it if it’s really damaging)
*DO be smart and realize whatever you post in cyberspace will be there FOREVER!
*DO put together a social media employee handbook (Unless, of course, you can afford for your employees to turn away clients)
*DO constantly google yourself or set up alerts so you know everything that’s out there about you and your business

In a perfect world, we’d NEVER knowingly be stupid, right? Ha! Well, let’s face it… social media is in it’s infancy so we’re ALL going to make mistakes. So, what do you do if you post something you shouldn’t? Delete it… and see if there’s fall out. If there is? Own up to it and admit you made a mistake. After that.. don’t be stupid again. Got it?

I encourage you to talk with your children (especially teenagers) about what is appropriate to post and what’s not. Some things that seem like a “no brainer” to us… are not so clear cut to the young people who don’t have much branding experience. Let kids know that their brand is simply their reputation. Young or old, we ALL need to fiercy protect our reputation… online and off.

I’ll also have a video soon on Klout… and how you can use it rock your status!

What are YOUR favorite ways to find twitter rock stars in your area?

So, how do you LEGITIMATELY get more TARGETED followers… because, let’s face it, you want to be able to capture your niche market, right? Here’s a video to show you how:

1. Follow back those who follow you so you can open the lines of communication and make it more likely for them to introduce you to their followers.

2. Use #s so you can connect with like-minded folks in twitter. Think of the hash tag as a topic – #SOCIALVENTION (my social media strategy on twitter) or #SparkandHustle (Tory Johnson’s Conference) Click Here for more on hash tags.

3. Be engaging on twitter! No one wants to follow someone who’s boring!

Here are some other ideas that came from my twitter followers… while shooting this video:

@megmccannmedia:
@CindyWMorrison Follow people with similar interests. Ask them about themselves! Following locals doesn’t hurt either!

@Allographics:
@CindyWMorrison I would include: Limiting auto tweets and show your personality. Let followers know you are real.

@Partyaficionado:
@cindywmorrison My tip. 1st be interested, then be interesting. More Twitter tips ow.ly/6T310

What are your tips?

Peter is best known for founding Help A Reporter Out. I highly suggest you sign up for HARO so you can get a free heads up when the media is looking for someone with your qualifications. Peter is also one of the social media pioneers and continues to break ground. So, I wanted to share his tips from NYC w/ you….

“Customers determine the direction of your company.”
Peter started HARO as a group on Facebook but his customers quickly dictated that it grow into something much more. Believe me, your potential and current customers ARE telling you what they want. The question is: are you listening? Whether you’re listening to customers in your store or through social media, there’s no reason you shouldn’t be relevant. Forbes Magazine just did a cover story about this very subject last month called “Social Power – Why Customers and Employees Are Calling The Shots”.

Don’t believe clients are in control more than ever? 15 years ago, I wrote a complaint letter to an airline about a nightmare trip. I never heard a word. Yet, just this year I tweeted about being stuck in a hot plane on the tarmac. Within minutes the flight attendant said she was turning the air cooler b/c of a tweet. WOO HOO!! We customers like to tell you what we want… you just have to open up every avenue to listen.

“If you want great PR… then deliver good customer service.”
No one will sell your brand better than satisfied customers. Add in social media and your customers can have a pretty big voice. People want to do business with those they like and trust…and they’re not afraid to tell their friends.

“Having anyone listen to you is a priviledge not a right!!”
I sorta get a hitch in my git-a-long when someone preaches at me about what I should and shouldn’t do on social media. DELETE!! If you’re like me.. you’re probably worn slick when someone tells you what you SHOULD do. While I believe the Freedom of Speech is a right (hello?! I was a TV journalist for 20 years!)… I do agree with Peter that someone listening to you is a priviledge. So, why not be thankful when someone takes time out of their day to read your blog, reply to your tweet or think you might have something important to say.

Great quotes, Peter!!
Thank YOU!!

So imagine my surprise when I finally got a look at the product and the price. It’s basically a mixer on steroids w/ a steep price tag: $500!! (Seriously??… I got a blender under my counter that was probably $25 from Target!) So– of course– I decided to ask him what makes HIS mixer so special and expensive. Over the next 10 minutes… I got an incredible marketing lesson.

Lesson One: Never Blink At Price
The salesman never batted an eye at my question & made it quite clear that his product was worth every penny. He explained that the Vitamix is powerful and comes with a 7-year warranty. Plus, if you bought it during the Home Show, he would throw in 4 FREE extras including a cookbook that contains the yummy concoction that he was currently whipping up. As if on cue… he passed out the samples of ice cream.

Lesson Two: Don’t Be Afraid To Show What Makes Your Brand Different
As he began to mix up his next goodie, he talked about the motor power of the Vitamix. I have NO CLUE what he said because I was too busy being mezmerized by what he was throwing in the mixer — fruits and veggies w/ the peeling and seeds. Most of it was stuff that would stop my powerful disposal in it’s tracks. And yet his blender never studdered. He wasn’t just telling me why his product was different… he was SHOWING me. And yet, on cue again, he passed out some delish mixture that didn’t taste at all like the stuff he was throwing in there.

Lesson Three: Continually Give Your Fans What They Want
As he started his next treat… he poured in hot water. But then proceeded to say that you didn’t have to use hot water at home because the motor spins so fast it’ll heat up the soup itself. However, he said he had to use hot water because if he didn’t feed fans every 3 minutes, then they’d walk away. BRILLIANT! That’s why everyone was standing around… FREE FOOD! And yet… the longer people stood there and learned more about his product, they tended to walked over and gladly plop down $500.

Since I’m all about marketing and branding… I’m a hard sell. And yet, guess what my husband and I bought before leaving the expo center? You guessed it… a Vitamix!!

I’m not much of a cook… so a new expensive mixer was NOT on my radar. But by not apologizing about price, proudly showing why his product is different and giving me what I wanted (yes please!), he not only gained a new customer but he convinced me that I had to USE the product. So, I took the above veggies last night to make the most incredible tortilla soup.

When was the last time you could say that about your marketing? So many times we back down when it comes to talking about our fees. We hem and hah, make excuses or immediately discount what we charge as if our time and talent isn’t worth the price. (Sound familiar?) Instead, make sure you believe in your pricing and can back it up. Also, instead of discounting your price (and the worth of your services)… offer some time sensitive bonuses. A sense of urgency (NOT pressure) can often be a powerful motivator. Rethink the way you talk price w/ your customers.

What makes YOUR product or services different than anyone else? I just had a talk w/ a client about this the other day. She has a business book and wondered how she should market it through social media strategy because there are SO many similar business books. We talked about what makes HER book different that can set her apart from the crowd. How can you SHOW that to your clients and make them so passionate about your brand that they can’t wait to put it into practice for themselves.

Finally, do you give your clients what they WANT so they don’t shop elsewhere? No, that doesn’t mean you have feed them food every 3 minutes. But how often do you have to feed their minds on social media, blogs and other touchstones to keep them? Give away a sample of what you offer often because let’s face it: It’s much easier to continue working with you than to decided to start to work w/ you. Right? FEED your clients what they want and you’ll create a loyal following.

No… you don’t have to spend $500 on a blender. But the lesson is priceless!!