Category Archives: Social Media Marketing

6 Questions on Social Media

Below is an interview I gave on social media trends that I thought I’d share with those who may have not seen it. At the time it was the most socially shared expert interview series for Business2Community.

Let me preface this interview with my stated understanding of ‘social media’ by comparing it to Hollywood. Both industries are very influential on our society, sometimes for the good and sometimes the not so good. At the top, you have the superstars, Brad Pitt and Angelina Jolie. These are the mega successful darlings of Hollywood who seemed to become famous overnight and managed to stay there. In the social media world, these superstars look like Groupon and Facebook. They inspire countless entrepreneurs to try their hand at their own internet ventures.

The middle tier actors are companies like mine, “Highly Relevant”, who supply the tools and know-how for social media, much like set designers and producers help produce films. Your character actors are social media celebrities like Neal Schaeffer, Sean Percival or Matthew Arevalo, who have thousands of followers and influence a small niche of fans. And of course tying it altogether are the studios, or Venture Capital firms.

1. How did you get your start in the industry?

My father was a big influence on me. Even though he was older, he was into zeitgeist so he helped me build my own computer, introduced me to new technologies like RSS and ultimately sites I became obsessed with online marketing when I started an import/export business in 2005 and needed to get customers cheaply, so we focused on SEO. We quickly switched my business to online marketing consulting and luckily my business partner was also a computer science major, so it all just worked out well.


Keynote Address at Efactor’s Social Media Marketing Event, October 2nd, 2012

If you’re in the Los Angeles area, come to Efactor’s Social Media Marketing Event on October 2nd, 2012 at Nextspace in Culver City, CA to hear my keynote address on Social Media Marketing for your Business.

I’ll be presenting a 15 to 20 min presentation and taking part in the expert panel. Since I am an entrepreneur myself, I will be talking about my own experiences and how social media helped grow my business. You should join if you want to know more about how to develop and implement a new media marketing strategy.

5 Pointers to Launch a Successful Small Business Campaign (Pt. 3/3)

#4/5. Monitor Traffic and Measure Results Driven from Social Media Sites

Before you launch your campaign, you should already have system to assess your social media efforts. There are certain metrics that deserve special attention. You want to be able to see:

a) How many visitors were redirected to you via social media sites?
b) How many people or converting (clicking through your site and then buying a product or service)?
Essentially, you should be able to determine how many dollars you spent and track the amount of revenue/percentage of revenue generated from your social media campaign.

There are some awesome FREE tools to track where your traffic is coming from. Look into implementing some of these into your data-compiling:

a) Google Analytics and Google E-mail Alerts — it’s free and is easier to install onto your site than getting a cup of coffee from your local Starbucks.
b) Twitter tools like HootSuite & Seesmic can help you track direct messages, @replies, and mentions of your company’s website or products.
c) YouTube/Facebook internal data tracking.

#5/5. Don’t be Afraid to Mix it Up

If you’re not generating the desired leads and sales from your social media campaign after 4-6 months, you might need to take time to reevaluate where else you can be diversifying your efforts.

This can mean finding other places your target audience dwells online or looking into more powerful social media tools.

There isn’t one clear-cut strategy you can employ to positively impact your company’s bottom line. I encourage you to being patient, committed, and, most of all, flexible with your campaign. This is perhaps, the key to making sure it goes off without a hitch so to speak.

5 Pointers to Launch a Successful Small Business Campaign (Pt. 2/3)

#2/5. Crawl Before You Walk & Walk Before You Run

It takes some time to build a sizeable loyal customer following using Facebook, Twitter, YouTube, etc. It simply doesn’t happen overnight. You may want to keep this in mind especially if you are a company that needs to start selling your products right away. Of course, as a business owner, you need to decide if you can take small steps or not. Building relationship with the public via social media is all about developing trust, and that requires time.

#3/5. Time Management Matters

I know how it goes…you establish your social media presence and afterward you sit by your computer day and night, checking for new friend Requests and Twitter follower notifications. Warning: you’re setting yourself and your social media campaign for a quick burnout!

My best advice is to use your time wisely by doing other tasks that will help your site get noticed, like generating more content. These tasks will not only help percolate interests in cyberspace but help boost your rank on Google, Yahoo, and other search engines.

Think of it like this:


My suggestion is to set your automatic notifications for your Smartphone and save yourself from constantly logging onto these social media networks.

5 Pointers to Launch a Successful Small Business Campaign (Pt. 1/3)

Launching a social media campaign can be an overwhelming task for any small or medium-sized business owner. Currently, only 9% of small business and medium businesses (SMBs) use a Twitter account to market their company according to a study done by KIA Belsey. The same study suggests that SMBs recognize the importance of incorporating social media into their marketing mix. Look at the data they compiled:

– 32% of the companies plan to join Facebook, LinkedIn, or MySpace
– 39% plan on including customer ratings/reviews on their own sites
– 31% intend to insert links/ads in blogs/social media sites.

Knowing this, can you really afford to sit back and let your competitor’s take your potential customers?
Below are a few pointers to help ensure that your company’s social media campaign is primed to succeed from the get-go.

#1. “Be Prepared” – Have a Plan.
The Boy Scout motto is applicable in everything, this instance is no different.

However, being prepared is a step many companies just don’t give enough attention. Do your homework and make sure to familiarize yourself with the plethora of social media tools available first. Identify who your target audience is and locate where they hang out online. Doing this will keep you from blowing a fuse later, abandoning your social media campaign or, even worse, losing the trust of future customers. This step can also help you figure out what goals you may want to achieve through social media.