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Traditional and social media marketing require brands to identify their audience and a common denominator within that audience.  Unlike television and other traditional forms of advertisements that are targeted to a specified group of people, blogs and articles are available to almost anyone, anywhere, at any time.  For that reason, the social media marketer must identify and identify with an active audience through social media monitoring.

The social media marketer must write and distribute authoritative information in order to attract an audience, and then they must continue to write and distribute authoritative information that is useful to their audience’s common denominator. The traditional marketer goes into an established culture, identifies an established common denominator, and integrates their message to appeal to those establishments.  The social media marketer must identify their attracted audience through social media monitoring and set themselves up as being the most useful brand by writing and distributing the most authoritative information.

Since the investment of traditional marketing is to identify with an established audience and appeal to the common denominator of that audience, the return on their investment is that they will become part of that audience.  Since social media marketing requires a social media marketer to attract an audience that can and does change, they must adapt their message to their audience’s whims.  So, what’s the difference in the returns?  Just as the investment of one is established and the other is changing, the return of one is established and the return of the other is changing.

In quantifiable terms, since the traditional marketer identifies an established audience and an established common denominator, the return eventually levels off into a predictable pattern within a set of measurable parameters.  The quantifiable measurement of social media marketing is that just as social media marketing must attract an audience and determine ever-changing common denominators, the return on the investment of social media marketing must be measured according to the whims of people, using social media monitoring.

Of course, there are exceptions to these rules, but in social media marketing the exception to the rule is the rule.

Here’s a few more social media monitoring services.

Infegy

• See who your brand influencers are
• Measure real-time results of any given topic or trend
• Experienced analysts will notify you via e-mail of changes in your brand’s message

Collective Intellect

• snippet-level analysis enables you to determine who your brands key influencers are
• Receive customizable alerts according to predetermined dimensions
• Receive reports that highlight key findings through social media metrics and qualitative analysis

Note: There are videos on their products page.

LogicBowl

• Logicbuzz tracks consumer generated content
• Logicbeep is a real-time online reputation management alert system that is available to any authorized person anywhere
• Logictrends monitors Web trends by monitoring search engines queries across various channels

Stay social,

Erick

Recently, someone asked me what I thought of Foursquare.  In a word, I find Foursquare a pointless fad.  Okay, that was two. He asked me to explain its popularity.  Well, fads are based on popularity.  Remember long poofy hair, parachute pants, boy George, and  . . . um . . . Myspace.  All those fads found their popularity with big hair bands, rappers who claimed to be “too legit to quit,” androgynous singers, and a World Wide Web popularity contest.  “Congrats, Tila Tequila!  You won!”

Well, now that we have the Social Web, we love to socialize with anyone, anywhere, at any time.  On-line games allow people to compete with one another.  Foursquare is not only a Social Web game, it is a Social Web game that allows people to compete for popularity.  People sign up on Foursquare, go to Foursquare registered venues, and let the world know when they arrive.

In essence, the same things that make “Reality” T.V. shows popular—people’s collective temporary popularity mentality—make Foursquare popular.  Though, just as kids eventually outgrow the need to have the coolest shoe or most popular video game, and the Paparazzi only stalks those stars who subconsciously yearn for mass attention, people on Foursquare will tire of the desire for popularity and the to desire to be followed.

The things that made the 80’s and early 90’s popular faded away, and those fads they made popular faded away.  Right now, online games are popular because “Reality” shows are popular and unemployed people are bored with unemployment.  According to Gallup, the national unemployment rate in Aug. was 9.3% and underemployment was 18.6%.

So, I admit it.  In theory, Foursquare is a good idea.  It fits the basic model of supplying to people what they demand—popularity and a cure for boredom.  When people check in to Foursquare registered spots, they earn points, and those points are redeemable for rewards and popularity.  Though, when people stop demanding popularity, Foursquare will either fade away or they will have to restructure their business model to fit a new fad.

So, Foursquare has its charm, but so did Myspace until Facebook came along.  If Foursquare wants to survive, they need to combine the ideas of Yelp and OpenTable, but don’t make it a popularity contest. Give it another five years and you’ll see.  If I’m wrong, I’m wrong.  But I predict that if they don’t prepare for the collective popularity mentality and boredom factor to fade away, Foursquare will be remembered as the poofy hair of the World Wide Web.

Let me know your thoughts.

Stay Social,

Erick

For several months we tested three Twitter clients: Tweetdeck, Seesmic, and Hootsuite.  Here are some brief thoughts on those three Twitter clients.

TweetDeck

While you can manage multiple accounts, the incessant number of columns we had to create to do so drove us mad.  We sent them several direct Tweets, but they continually ignored us.  Ignoring one’s audience is never good for any person’s or company’s social media marketing campaign. We don’t recommend them unless you want to waste time.

Seesmic

We found it easier to manage multiple accounts on Seesmic, but we could only manage one Facebook account.  We didn’t like this, so we didn’t stick with them for long.  Though they recently announced integration with Google Buzz and Ping.fm.  They have some useful features, but we don’t recommend them as a primary Twitter client.

Hootsuite

Just like TweetDeck and Seesmic, Hootsuite allows users to manage multiple accounts.  We also found it more convenient to switch client tabs instead of setting up client columns, and users can schedule Tweets with Hootsuite.

So, as I said, we’re not ready to give up on Seesmic, but Hootsuite offers more of what we want in a Twitter client.  Do you have any thoughts?  BTW, here’s a chart that compares Tweetdeck, Seesmic, and Hootsuite.  All three have come out with updates since this chart was created, but it will give you an idea of what they do and don’t offer.

Nate Bal: The Difference Between TweetDeck, HootSuite And Seesmic

This last weekend, I went to a small café. I walked through the doors of the once 19th century home, ordered a coffee, and found a seat. Moments later the barista brought my coffee to me and asked me if I’d like a menu.

All I wanted to do was sit, drink a cup of coffee, and catch up on some work. All he wanted to do was capitalize on me sitting at one of his tables and make money.  I ordered a bagel with cream cheese, caught up on some work, and left when the lunch crowd started pouring in.

I recognized and respected their business model was not for people to order one cup of coffee and sit with books open for hours. Though, they made room in their business model to make customers like me feel comfortable.

Leverage your website and social media marketing so your customer base feels comfortable with who you are and what you offer. Their purpose for interacting with you or your website may not align with your business model, but your business model should always align with the reason they interact with you.

At SEO Bridges, we understand our customer base may not understand what SEO (Web) content and social media marketing are, why they’re important, or how to best use them. That’s why our content focuses on educating people who come to our website.

Speaking of which, we’re working on an e-book. I’d love to read your comments.

Erick

Let’s face it!  social media marketing is fun.  The success stories of how people have used social media to find jobs, boost their careers or sales, find true love, or achieve other goals are endless.

So, what’s the secret?  How do some people use social media so effectively that they achieve such lucrative results?  They realize the quintessential purpose of social media marketing is social.

If you have hundreds or thousands of Facebook friends or Twitter followers, yet don’t know any of those people in reality, you’re going about your social media marketing all wrong.

You don’t have to know everyone you’ve connected with personally, but the end result of your social media strategy should be social.  If you just use social media to post your blog and products online without attempting to get to know people (at least online), people will view your social media strategy as the Web 2.0 version of cold calling.

Here’s some quick tips:

1. Include your goal(s) and type of people you want to connect with to achieve your goal(s) in your social media strategy.
2. Connect with those people who could help you achieve your goals, whether directly or indirectly.
3. Find out what organizations those people in your area you connect with belong to and/or events they go to.
4. Get involved with those organizations, go to those events, and meet those people.
5. Host an event and invite those people you want to connect with to that event.

How do you use it to connect with people?  I’d love to hear your comments.

Stay social,

Erick

This week, I’m going to ask you for some help.  I’m looking into acquiring an ereader, and I’d like to know if you who use ereaders have any advice.

Here are a few of my thoughts.  The Kindle is still in black and white and needs to catch up.  I really don’t know that much about the iPad, other than that we are becoming an iWorld.  The iPad is not really an ereader, rather it just has the functionality of one.  I suppose that doesn’t really matter as long as I can read ebooks on them.  I was looking into the Novel by Pandigital, but they don’t have the best reviews.  The Novel and iPad allow users to integrate their reading with social media marketing.

I would like to know from you.  Do you have any positive or negative feedback about the Kindle, iPad, Novel, or any other ereader?

Here’s what I’m looking for:

*  Readability: I have to be able to read what’s on the screen.  This includes the backlight and the screen and font size.

* Usability: There must a wide range of books to choose from.  We’re talking a six digit library.  And the ability to connect to the Internet for social media marketing purposes would also be good.

* Tactile: A screen that responds to my touch.

* Memory: I am an avid reader, so the more books it can store the better.

Comment here, e-mail me, or Tweet me.

Thanks for your suggestions.

Erick

Our Social Media Marketing (SMM) philosophy is to keep every interaction relevant, personal, and conversational.  Start by determining who your target audience is and focus your SMM endeavors on your target audience.

Once you determine who your target audience is, formulate a relevant message and stick to that message. One suggestion is to find useful blogs, articles, and other sources of information to Tweet or retweet.

Make your SMM personal by letting your audience see your real side, but don’t fall into the trap of sharing TMI (Too much information). I see too many people giving constant updates about where they are and what they are doing.  Unless you’re famous, no one cares.  And if they do care, you probably don’t want them to know that information.

Now, your conversational Tweets and other forms of virtual conversations, may not be relevant to everyone, but they will be relevant to the person you’re having a micro-conversation with.  Others will see you’re not just using Twitter or other platforms to send out advertisements, but that you’re trying to get to know your audience. Thank people who retweet you, interact with people who interact with you, answer questions, and get into conversations with people on the Web.

Whether you use our Social Media Marketing philosophy or one of your own, build your audience around that philosophy and brand yourself with that philosophy.  It will pay off in the end.

Go ahead and comment, Tweet me, or e-mail me.

Erick

My mother always told me if you can’t say it in 140 characters or less, it’s not microblogging.

Enjoy!

Mobile Microblogging

tinySCRAP – Location based microblogging

Qaiku – Integrates with Facebook

brightkite – Integrates with Facebook and more

Seesmic – Includes desktop app

floort – Share your opinion about anything * Integrates with Facebook, Twitter, Live, and Ning

P2 – WordPress microblogging

tumblr - Integrates with iPhone, Facebook, AIM, Twitter, and more

mysay – Record what you’re saying

Zannel – Share videos and photos

Rememble – Add texts, videos, pics, and audio clips from your PC

Build a Microblogging Community

Typepad Motion – Bring Microblogging to your website

Jaiku – Post from the Web, by SMS, or from desktop clients

Yonkly – You can host it yourself, and they have an opensource edition

Twingr – Stay in touch with friends, family, or those who share your interests

Microbloghost – This is a WordPress based microblogging host with an online translator

Business Microblogging

Socialcast – A microblogging platform that allow companies to stay in touch with their customers and employees * Integrate with iPhone and Blackberry/Includes desktop app

Cestu – A social marketplace for businesses to promote their products, services, etc

sharetronix – Microblogging with a multi-media corporate version

SlideShare – Upload and share PowerPoint presentations, Word documents and Adobe PDF Portfolios

Socialtext –  Includes social networking, microblogging, Wiki Workspaces, and more

Yammer – Helps companies stay in touch with their customers and employees.

Yahoo Meme – Of course Yahoo joined the microblogging craze.

presently –     A microblogging platform that allows companies to stay in touch with their customers and employees

Others

Identica –  A microblogging service similar to Twitter

koornk – A basic microblogging platform

Flattr – A microblogging platform that allows you to show the love by sharing the wealth

Twit Army – A public timeline based on laconica

youare – Import your life from Youtube, Flickr, Delicious * Includes a WordPress theme

posterous – Post by e-mailing post@posterouscom

dailybooth – A picture and video sharing microblog

hictu – Build a microblog with video, audio, and text posts

Spotjots – Share your life in pics with the world

12seconds –  Send video updates * Integrates with Twitter and Facebook

Sweetter –  Opensource microblogging

Sprouter – Collaborate and networking with other entrepreneurs

plerb – A basic microblogging platform

meemi – Microblog and comment on people’s posts

Secondbrain – Discover and share great bookmarks

textcurve –  Share anything anonymously

sFeed – A shopping microblog that focuses on fashion news and entertainment

blellow – Allows freelancers and professionals to collaborate, find work, and be more productive

twingly – Follow and discuss various topics or events

FriendFeed – A microblogging platform Integrates with Facebook, Google, and Twitter

echowaves – Pick up your conversation where you left off

blurtit – Ask questions and get answers

Plurk –  A basic microblogging platform

There’s a few others, but they weren’t worth mentioning.

Go ahead and comment, Tweet me , or e-mail me.

Erick

Recently, Pandora started telling its users what type of music their Facebook friends enjoy.  Now, if sites like Facebook and Pandora could tell me more about what my customer base enjoys, I might find more value in their advertising efforts.

Social networking trends come and go, attempting to allow people to better get to know their friends, colleagues, customers, and anyone else they network.  If sites like Facebook and Pandora could develop social networking technology to let businesses know what their customer base enjoys, so they could get to know them better, that would be valuable.

In social media advertising, a business owner doesn’t need Facebook to tell them about products they already know they may like or need, they want to know what types of products their customers and potential customers like or need.

Recently, mobile social networking leapt into a new frontier when HP acquired a cloud based social media marketing platform called Melodeo, which includes Nutise and MobilCast social media marketing, for $30 to 35 million dollars.  So, what does HP intend to do with the musical social networking platform it paid all that money for?  Time will tell, but they have something up their proverbial sleeves.

The beauty of Melodeo’s MobilCast is that users can listen to playlists they downloaded from the iTunes, or they can listen to their friends’ playlists.  Using those playlists, MobilCast discovers other music users may enjoy based on a music cloud.  I imagine it works pretty much the same way with friends’ playlists.

Social media marketing platforms are beginning to draw in more and more users through cloud based efforts, in which they can discover users’ interests based on users’ social media marketing trends.  Now, if they can harness that power to let business know more about their customer bases’ shopping habits, businesses might spend more money on their social media marketing efforts.

For now, until social networking sites start helping businesses listen to their customer bases’ habits, businesses would be wise to listen to the conversational Web through services like the ones listed in my blog on Listening to the Conversational Web.  For those who aren’t quite sure they want to spend the marketing dollars on listening, you can also check out this great blog on 25 Monitoring Tools that will not cost you a penny by Mirna Bard.  Whether you spend money or don’t spend money on listening to your customers, make sure you spend the time to listen to them.  Your business and your business endeavors will be better for it.

Do you have any comments? I’d love to hear your thoughts. Comment here, Tweet me, or e-mail me.

Erick

I found this blog written more than two years ago that lists 38 mobile social networking sites. Two years later 17 of them survived an onslaught of smart phones, apps for everything, and sites like Facebook and Twitter going mobile.

Of those 17, four offer mobile services Facebook, Twitter, and others don’t. I listed those mobile social networking sites, and  I put asterisks next to the four that set themselves apart.

Veeker – * Take videos on your computer and send them to your cell phone and any other cell phone.

3jam – Includes visual voicemail, voicemail sharing, and more. Not really mobile social networking, but it was on the original list.

flagr – * Create maps of your favorite places and share them with friends.

Socialight – Lets you build iPhone app. Not really a mobile social networking site, but it was on the original list.

Jaiku – Update your Jaiku stream. You can see your friends’ availability, location, and calendar events.

Zannel – Update several sites, including Twitter, Facebook, Myspace, and more.

Mig33 – Use the chat feature to connect to your e-mail and various other social networking platforms.

Mobiluck – * Let’s you know where your friends are, and sends you an SMS when your friends are in your area.

Broadtexter – Create a mobile club for your brand. Good for people who have an audience (tribe).

Zinadoo – Not really mobile social networking, but you can create a mobile website.

MocoSpace -  Includes free chat, games, videos, and more.

BrightKite – Update groups of people via text.

Treemo – * Create a personal mobile page via media: Image, video, audio, and text.

Wadja – A microblogging platform.

Rabble – Picture-sharing, blogging, places, groups, messaging.

JuiceCaster – Share your photos and videos from your cell phone.

Shozu – Updates your favorite sites at once.

Mobile social networking must evolve as mobile phones and major social networking sites evolve. Here’s a smaller but more recent list by ReadWriteWeb. Give it another year or so and more sites on both lists will be outdated.

I don’t think I’m important enough for people to want to receive texts that I found a coffee house that makes an apple cinnamon latte (Such a find might be worth the 140 characters via Twitter). If I see a good book, I might let people know. But I consider mobile social networking platforms other than Facebook and Twitter overkill. What do you think?  Do we need mobile social networking sites that update people via text?  Where will mobile social networking be a year from now?

If you want me to update you about the jerk who cut me off, the cute waitress who smiled at me, or any other personal details, let me know. I’ll text you directly. The point is, it’s one thing to make your Tweets personal. When it comes to forming groups and updating people via text, unless your Ashton Kutcher or Lebron James, that’s overkill. Aside from that, they use Twitter like the rest of us to update people.

Comment, friend me via Facebook, or Tweet me.

Erick