Anise Smith Marketing

Social Media Professor | Digital Marketing Technologist | Mobile Web | Digital Webinar Developer | Analytics


Digital Marketing

#AppleMusic: Strategy, #BlackTwitter and Knowing Your Audience

Apple Music: Strategy, BlackTwitter & Knowing Your Audience
Apple Music: Strategy, BlackTwitter & Knowing Your Audience

Apple Music: Strategy, BlackTwitter & Knowing Your Audience

We are still evolving in the digital space and many companies with marketing teams are still getting acclimated to the evolution of marketing. Some are doing well and some, well, not so much.

Apple has always been a very cutting edge company, so it’s not surprising that they are “going hard” in the marketing area as well with the promotion of Apple Music. They are, quite frankly “killing it” and all marketing teams, successful and otherwise should be paying attention to the moves they are making. I like the way they move. [Insert me singing, I like the way you move by Outkast] Sorry, I got side tracked.

Apple released an amazing commercial during the Emmy Awards that almost broke Twitter and it was such a strategically amazing marketing move, that it almost made me cry. Not really, but that did sound good, didn’t it? In all seriousness, since I’ve witnessed lots of failed attempts a clever marketing, the digital marketer in me was super excited to see Apple knock this one out of the ball park, once again. I just love that this promotion immediately followed the equally successful viral Apple/Beats campaign, Straight Outta Compton movie release, which was also quite brilliant.

Apple created a commercial featuring the top three most recognizable faces in music and TV to promote Apple Music. The commercial was also directed by one of the most talented, up and coming directors in the industry, Ava DuVernay.

The Apple Music commercial, features Mary J. Blige who is a huge R&B artist, Taraji P Henson and Kerry Washington, both of whom are leads in the two most popular shows on network TV. Coincidentally or probably not so much, Kerry and Taraji’s shows Scandal and Empire are both due to start a new season within a few days, so fans are clamoring to get at them. These shows are so very popular within the “Black Twitter” demographic, and it seems as if that was the target demographic for this campaign as well. If that were the case, as I suspect, that makes the release of the commercial that much more strategically brilliant.

The campaign strategy, the star selection, brilliant promotion and excellent timing is an indication that Apple is 100% on their game. They strategically and methodically pushed this commercial featuring some of the most recognizable faces, directed by one of the most amazing directors geared toward their target audience at the perfect time. On a side note, I would be very interested in seeing the ROI on that campaign. This is especially the case after reading how many people on Twitter planned to sign up for Apple Music because, the commercial “Gave Them Life “ or “It Was Everything.”

The Apple Music commercial is a piece of marketing magic, created by a team that is 100% on their A Game. I expect nothing less from Apple. Watch and learn marketing agencies, watch and learn.

As usual, I am available by way of Facebook, Twitter or Google+. I welcome all comments good, bad, ugly or indifferent.

Four Reasons Why You Are Failing At Digital Marketing

Four Reasons Why You Are Failing At Digital Marketing
Four Reasons Why You Are Failing At Digital Marketing


Digital Marketing is still relatively new in comparison to traditional marketing. Although i’ve seen some boasting that they’ve been in the Digital Marketing industry for 30 years. I’ve seen this so many times that I have no response anymore and it’s really neither, here nor there at this point.

At this stage in the digital marketing game, we have been dabbling in this space long enough as marketers that we should “get it”, yet it seems that it’s not the case.  There was a study by Adobe that pretty much said as marketers there are a high percentage of folks that are failing. Not only do these folks realize they are failing but they do not even have confidence in their skills in the space, enough to attempt to change. This is a problem!

Digital Marketing Study by Adobe
Digital Marketing Study by Adobe

We need competent marketers that are on their A Game, because the demand in this space is increasing. We are not going backward to that  traditional marketing comfort zone that some want to wallow in. If any thing marketing is accelerating quicker toward total technology dominance.  The merge between technology and marketing is almost fully realized. So much so, that markers are now considered marketing technologists, not just marketers. The skill set that is required to be successful in the marketing space is probably 90% technical with very little focus on traditional marketing strategies.

We have reached a point that we should recognize the fundamental differences between adjusting traditional marketing strategies to the digital space and embracing digital marketing strategy. This is a hardcore fail because these channels appeal to different demographic audiences.

Digital channels allow us so many benefits that were not available with traditional marketing channels. A huge and amazing opportunity that digital offers those that take advantage of it, is analytics, which it the backbone behind successful digital marketing strategies. Analytics allows us to utilize data to determine ROI of campaigns. This is huge for us as marketers and for the clients that we work with.

As a person that is not overly fond of numbers, I have a love of analytics because these numbers provide a roadmap to where we’ve been digitally and map a path to our next digital destination. However, we must be willing to pay attention in order to see this path. We must first recognize the importance of digital and the important role of analytics. As a marketer, if you miss this you are lost.

There are so many marketers that are NOT paying attention. They don’t realize that digital marketing is NOT a retrofitted version of their old school marketing. It is much better and much, much more but only if we are willing to embrace the change.  As marketers in this space we must pay attention to the industry, innovations and most importantly our customers. These are areas in which we are failing as an industry. There are some exceptions of course.

Four Reasons Why You Are Failing At Digital Marketing:

1. It’s not about you, really it’s NOT.  I don’t know how many times i’ve heard, “Well, I like this.” or “I like that or I don’t like that.” So what, who cares. It’s not really about you. The content you share is really NOT about you, just as the content that I share is NOT about me. It’s 100% about your audience.

I always share content that I think friends and followers would find useful, thought provoking or will solve a problem for them. It’s never been about my likes or dislikes.  A great example of this is one of my Pinterest boards about bacon. This is by far one of my most popular boards and it’s so funny, because I haven’t had a slice of traditional bacon in over 30 years. I don’t even remember what it tastes like. However, it seems that people that follow me on Pinterest love bacon. So, if that’s what they love, that’s what I supply.  I realize the bacon board was popular because I was paying attention and analyzing the data.


A lot of people that do not have a digital background or have not learned enough in this industry to venture away from their outdated traditional marketing background, still don’t pay attention. They are hanging on to antiquated techniques like Linus of Charlie Brown with the dirty blanket. There’s a new set of rules and these rules have to be embraced by learning what digital is all about not taking stabs at failing attempts to retrofit traditional marketing into digital strategy. This is not a criticism at all, more of an observation.

Old school, traditional marketing was more about the company that was pushing the message. It was more of a “Me Me Me” channel. Digital is the antithesis of that, because digital is about the CUSTOMER, CLIENT and their user experience. It’s NOT about YOU, as the marketer, so pay attention.

2. Pay attention to the customers, clients and data because they don’t lie.   There are so many people that are caught up in the frenzy of doing the “digital thing” that they are just posting, pushing content and doing all of the things that they think they are supposed to be doing but in the process they are not paying attention to the customer or client.

In the frenzy to be “on the ball,” and appear to know it all a lot of marketers think they are winning the fight but they are losing the war. A huge part of digital and social is really paying attention to your customers. What kind of content are the customers interacting with, why are they interacting with that content and how should you interpret that. What is your take away? How can you use that interaction to better THEIR customer experience?

Marketers need to pay attention and create a strategy based on the wants and needs of their customers and clients, but first as a marketer you must pay attention. It’s just that simple. Are you paying attention?

3. Analyze the data because it doesn’t lie and will give you a roadmap to creating a great strategy that will be 100% about your customers and clients. After all that’s what this is about, the entire digital marketing thing is about creating an avenue for your customers, so they can engage with you and your brand with the ultimate goal of increasing brand exposure and potentially sales. However, if you as a marketer lack the fundamentals needed to put your wants aside and if you don’t pay attention all of this is rather pointless.

We have to take the ME out of our digital strategy and a part of that is putting our wants aside, focusing on the customer and utilizing insights gained from the customer to continue to provide what they desire.  This is win win for the marketer, client and/or customer.

The data is a roadmap and it will always lead you in the right direction but you must analyze it and plan accordingly.

4. Plan based on data, that is huge because it allows you to utilize analytics and insights to drive your marketing strategy. If you are unfamiliar with insights and analytics, I’d suggest you dive in to that area because it will make your digital marketing strategy so much easier.

Suppose you have a goal to hit a certain target audience for your clients, how are you to know you are successful if you are not analyzing the data around your marketing campaigns?  If you are not looking at the data your digital strategy is sort of like, “let me just throw some crap on the wall and see what sticks.”  In opting not to analyze the insights and analytics of your social media, websites and campaigns, you leave a lot to chance and that’s not a good road to travel down.

In closing:

We are all evolving in this space but we have to make an effort to embrace it and keep learning because the industry is continuing to grow. Most importantly have fun with it. This is a FUN industry.  With that said, if you find that this is NOT fun for you :-) and need help with getting your digital marketing strategy back on track or if you need help in a pinch for a project, feel free to reach out. I am always online, with the exception of the few hours that I am forced to walk away from my computer due to that thing we need on occasion called sleep.

As usual, if you have comments, good , bad, ugly or indifferent, you can find me on Facebook, Twitter or G+ 

Create Your Own #WordPress #MOBILE Website in 3 Steps

Create your own  #Wordpress #MOBILE Website in 3 steps
Create your own #Wordpress #MOBILE Website in 3 steps

Everyone knows that Google has rolled out the new algorithm for mobile. Some websites have been affected and some have not. Whether it’s Google driven or not, it is wise to consider having a mobile presence. This is especially the case if you are in business. It’s very important since those that access websites by mobile device could possibly be another target demographic for your business. It’s always good business to open your company capabilities to potential customers that you may not have been reaching previously.

As a business owner I realize the importance of having a website that is mobile friendly. As more and more of your clients and potential clients become mobile your need to provide them with an avenue in which to contact you will increase.

Statistics show that desktop usage is on the decline and smart phone usage is on the rise. Some report that up to 60% of web traffic is mobile. THIS means that if your website is not viewable by mobile you could be missing crucial leads, potential customers and even losing customers that are opting to shop while they are on their mobile device. Ultimately THIS means that your traditional website is just not enough. So it is time to create a mobile website.

When I started to look for a way to create my mobile website, I wanted to definitely stick with WordPress. However I found that WordPress didn’t offer many mobile templates. So I decided that this needed to change, hence the creation of WordPress Mobile Templates site.

YOU can create your own fully functionally mobile website in THREE easy steps. The AMAZING thing about it, THIS mobile website will be run on WORDPRESS. This is a win-win mobile scenario.

Ok, lets get to work:

  • First: You want to grab a new domain or create a sub domain for your new mobile website.
  • Second: Set up a new installation of WordPress using the new domain or subdomain.
  • Third: Purchase a mobile WordPress Template that is optimized for mobile web. Upload this template and activate it as you would any other traditional WordPress template.

BAM! You’re done

The GREAT thing about having a mobile website run on WordPress is that EVERY benefit of running this powerful platform is now available for YOUR mobile website.

If you have any questions I am always available by way of Facebook, Twitter or Google+.

Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise

Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise
Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise


Social, Web And Search: It’s All About The Data, Big, Small Or Otherwise


There’s a lot of dialogue about social media, blogging, content marketing and more, used as a means to market a business or brand. The discussion is continuous because marketing has changed so much that businesses are scrambling to keep up. The ultimate goal for organizations is to have the continued ability to promote and market their company, and the changes are making this a challenge to say the least.


Digital Marketing
Digital Marketing

According to Adobe, the marketing industry has changed more in the past 2 years than it has in the last 50. THAT is huge! So, there are many companies that are playing catch-up in a very real and frantic sort of way. The thing about playing catch-up is, that at some point you expect to catch up and that usually happens. However, when things are moving as fast as the marketing industry is, while you are playing catch-up the pace continues to accelerate. This makes it so much tougher to catch up, but it is something that has to be done if one would like their business to survive this technology boom.


The acceleration toward digital marketing and progression away from traditional print media created an avenue for social media to take a foothold in the consciousness of everyone and this includes businesses. Social Media was just taking off a few years ago and it has now established itself as a huge part of the every day lives of individuals and businesses alike.


There are some businesses that recognized the importance of social media immediately, embraced it and is now thriving in that space. However, as with anything there are still organizations that have yet to see the importance of this media and are now lagging behind terribly. The companies that opted to task their major marketing efforts within the social media space to an intern or their neighbors teenager without bothering to embrace it and get to know more about the space are the organizations that will find themselves that much farther behind. As for the companies that were quick to embrace social, those are the organizations that will continue to move ahead in the space.


The companies that immediately recognized the importance of social media are diving head first into this evolving digital marketing space with a vengeance. These companies are the companies that have recognized that the social media honeymoon is over. Further, they’ve realized that it’s time to take social media to the next level. That next level is focused upon content, data and its relevancy to their organization.


DataData, big, small or otherwise is the driving force behind having the ability to dominate the digital space or falling even father behind in this ever-transforming space. If you think about it, data is really not that new because traditional marketing utilized data to a certain degree for print campaigns and other non-digital media. The difference with data in the digital marketing space however is a bit different because it’s on a much larger scale due to the sheer volume.


Historically, those involved with traditional marketing have experienced challenges in areas of measurement of ROI. Data, big, small or otherwise provides the necessary information in which to bridge this gap. Data provides an avenue in which to measure the results of any marketing campaign and companies that have been more progressive in the digital marketing space are recognizing the importance of data in their digital marketing campaigns.


Data and companies focus on it will push one dimensional social media “experts” to step up their game in this digital marketing space, as more and more emphasis is placed on providing ROI for campaigns.   Hence, we are moving away from social media that is not measurable to an area in which campaigns are calling for experts with the ability to go beyond just sharing and engaging, to analyzing the results of campaigns.


Measurable content is a huge component of the continued growth of social, search, web and visual content. It is actually one of the driving forces behind the growth in the digital marketing space.


The need for content that is measurable will continue to rise as the digital marketing space expands. So it is advisable that you brush up on your data and analytics because the maturation of social media just evolved into providing measurable content and analytics. So data and the ability to measure it will become more and more important as the digital marketing space evolves.


As organizations gain control over their big data and create the ability to effectively utilize smaller concentrations of data effectively they will start to realize the importance it will play in analysis and the measurement of ROI. Essentially data, big, small and otherwise is very important and will gain more importance as organizations realize that data is the key to dominating the digital marketing space.


Big Data
Big Data

Data will continue to create a quandary for organizations and marketers as it continues to grow. Digital marketers that realize the importance of data and have recognized the shift in the digital marketing space to utilizing data will be the segment of marketers that will thrive in this ever-evolving space.


As organizations recognize that their power to make more informed operational decisions due to analyzing data, the demand for digital marketers with this ability will increase exponentially. So, goodbye social media gurus, it’s been fun but social media playtime is officially over, because it’s time to analyze some data.


As usual, I welcome comment, good, bad, ugly or indifferent. So you can follow and circle me on Google+, Facebook and or Twitter.



Adobe Digital Survey Report 



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What Companies Could Learn From #Scandal And Embracing #SocialMedia

What Companies Could Learn From #Scandal And Embracing #SocialMedia
What Companies Could Learn From #Scandal And Embracing #SocialMedia

What Companies Could Learn From #Scandal And Embracing #SocialMedia


Every Thursday evening at 10:00 PM I am usually glued to my TV set watching Scandal, like 10.6 million others. I have been watching, since the start of the show three seasons ago. I must admit that I was hooked with the first Scandal promo and it has been “game on” with my addiction ever since.



I am a bit of a techie and I am highly engaged with online channels so I tend to watch TV while interacting in some way online. This is a new thing for me and it’s something that I enjoy because it brings an engagement level that surpasses just sitting and staring at the television screen. Also, it allows me to pretend as if social media hasn’t caused me to develop old age onset, ADD.


At one time TV shows were almost exclusively limited to their time slot and media attention from articles byway of tabloid and or popular magazine. This substantially limited the amount of exposure that a fan could have with their favorite TV stars, not to mention zero engagement. So, back in the day, as a fan of any show if you wanted to know anything about your favorite TV stars you had to resign yourself to reading the latest magazine or tabloid while waiting in the supermarket check out line.


Well, things certainly have changed and those changes are what traditional organizations should be keeping their eye on and trying their damndest to emulate. Organizations should take notice of how more and more traditional media outlets like TV are using social media and digital platforms to bring a new way of interacting and engaging with fans. The show Scandal is really a pioneer in using their huge fan base to create a continuous buzz and unparalleled engagement avenue for fans, which has pushed this show to insane popularity.


Although I recognized the appeal of the show Scandal from the start, there were many that were not on board and the show had a bit of a rocky first season. The first season was only 6 episodes and no one knew if there would be a fan base to even move toward a second season. It is pretty hard to believe that this show was ever in jeopardy of not making the cut, due to the insane popularity that it has now. The turn around and unbelievable growth in the Scandal fan base was partially due to social media.


The creator of the show is heavily involved with social media so when she noticed that there seemed to be a huge population of fans discussing the show, she encouraged the cast to interact more with the fans by way of Twitter. This was the birth of Live Tweeting between the cast of Scandal AND the fans who call themselves Gladiators.


A huge part of the popularity and phenomenon called Scandal, ARE the fans or self-proclaimed gladiators. One of the things that have propelled this show to great heights has been the interaction between the fans and cast that “Live Tweet” during each and every episode of the show. The Scandal cast live tweet for their east coast fans, their west coast fans and create an ongoing buzz for the Scandal brand by way of a variety of other social media channels. Scandal has not only commanded a presence on Twitter, they also have a very loyal following on Tumblr, Facebook and Instagram.


Scandal is not the first show to live tweet but it has been called “The Most Live Tweeted” show ever. Due to this, the show has systematically changed how TV is watched, how the cast of shows interact with fans and has integrated social media into its core as no other TV show has. They have started the evolution and merging of traditional media with social media and will go down in history for being the catalyst of change. TV is great but it lacks engagement, this is the void that live tweeting is filling, and filling in a big way during Scandal.


During a Live Tweet SINGLE ONE HOUR episode of Scandal, it can generate over 350,000 tweets using #Scandal and or #AskScandal. Scandal and their community managers have upended how TV is DONE.


On set, the show is based on a team of super sharp rapid tongued professionals and Scandal has been successful in extending this branded message throughout their Twitter stream. Twitter, is the perfect venue for Scandal’s rapid speech style, using the traditional 140-character tweet.


Scandal Starting Now
Scandal Starting Now


According to Neilson, the season finale of Scandal had 10.6 million TV viewers. The same episode was listed as #2 on Twitter with a unique audience of 3,360,000 and 697,000 tweets within an hour. This franchise is essentially a traditional and social media powerhouse that is a force to be reckoned with in our mixed media digitally driven world.


10.6 million TV viewers
10.6 million TV viewers


Scandal  Live Tweet 697,000 tweets within an hour
Scandal Live Tweet 697,000 tweets within an hour


All traditional organization that are resistant [STILL] to embrace and integrate social media into their traditional marketing strategies should be looking at this closely. The success that Scandal is having with engaging fans by way of social media goes beyond just live tweeting. It’s much bigger than that. The process of live tweeting essentially acts to convert all created tweets into little 140 character vehicles to promote Scandal. Just think about how huge that is!




I’m not saying that traditional organizations using social media to increase the brand awareness of their company could ever get 697,000 tweets in an hour, not that most would want it unless sales orders are attached. I am saying that companies that continue to minimize the importance of social media are essentially closing ones organizational mind to the limitless possibilities of digital expansion now and in the future.


Organizations must recognize that our digital world is not going anywhere and they must learn to harness the power of social interaction to spread their organizations branded message. The ability of an organization to reach out and use social media as a tool to connect, engage and interact with their target audiences are almost endless. If you don’t believe me, tune in to the Scandal live tweet, starting with the fall season of 2014.


As usual, I welcome comments, good, bad, ugly or indifferent. Follow, circle and engage with me on Google+, Facebook or Twitter.




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10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014

10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014
10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014

10 Steps to Using Digital Marketing Strategies To Find Your Dream Job in 2014

2013 is coming to an end, therefore it’s time to analyze, evaluate and make changes going into the New Year.  We all make resolutions about, health, wealth and happiness so why not include changing our employment situation. This is especially the case if you are one of the 71% that hate their jobs.

When I wrote the article, 71% of people hate their job; I was astounded by the response to the article.  I was more surprised that there were so many people that were unhappy with their employment situation.

Sometimes people can feel stuck in a situation due to a variety of reasons and they become very reluctant to make a move, so they just grin and bear it.  It seems that there are up to 71% of the population that are willing to grin and bear it.

Guess what people, we are moving into a new year so NOW is the perfect time to make changes in your life.  More people need to be a part of the 29% that LOVE their job instead of the 71% that hate it.

We are now living in a very digital world, so now we need to look at new ways in which we can gain the edge in competing for jobs. If you are a Digital Marketer, you may find yourself consulting, working for an organization or both.  Sometimes as digital marketers, we do not effectively market OURSELVES as a BRAND and that is very important.

If you are in a more traditional industry, chances are you are NOT marketing yourself as a BRAND either.  In this increasingly digital world, all people that are looking for new opportunities should start to see themselves as brands so that they can compete in this tough job market. Most people are using some type of social media recreationally. So, if you are involved with social media even socially, these ten tips will be perfect for your 2014 strategy for grabbing your dream job.

Whether you are a digital marketer or just someone looking for a new career path, it is imperative that you see beyond your present situation and come up with a creative way to change your career path.  The first step is visualizing yourself, not as JUST a person trying to get a job, but as a brand. It is very important that you think of yourself as a BRAND and you should market yourself accordingly.

A huge part of viewing and marketing yourself as a brand, is maintaining a very visual digital marketing footprint separate from the brands that you work with, if you are a digital marketer.  It is GREAT to work in this ever-growing digital marketing industry but as digital marketers we must maintain our own digital marketing persona totally separate from the organizations that employ us or that we consult with.  So, it is very important that we continue to develop and grow our own individual personal brand and digital footprint.

If you are NOT a digital marketer you should start to incorporate some branding content into your personal profiles. It is very important that all people see themselves as marketers, if only to market oneself to the world in seeking a new or better career path.  It is more important than ever to utilize social channels for career advancement in addition to traditional résumés and this is primarily due to the growing importance of our digital footprint.

I’ve read on numerous occasions that traditional resumes are very close to becoming irrelevant because our entire digital presence is available online for all to see.  More and more recruiters are utilizing the digital presence of employment candidates to get a better feel for potential employees before they even read resumes.  This is one of the reasons that we must make sure that we have a positive and flattering digital footprint and that we continue to develop our own personal brand.

Use Social Media To Improve Your Job Search
Use Social Media To Improve Your Job Search  produced by Gumtree

There are pluses and minuses to having your entire online persona for all to see. The biggest plus is that you are always visible; the biggest minus is that you’re always visible. LOL. This is the primary reason that we must be aware, more than ever about the types of content that we display on our digital marketing channels. So it is imperative that we have a strong personal brand and a positive digital footprint. Take a look at the ten steps below, to help develop your personal brand:

Anise Smith logo
Anise Smith logo

1.  Logo: Create a logo for your brand. My brand is Anise Smith, so the first thing I did when I started to develop my brand almost five years ago was to have my name created in logo form.  If you are creating a new logo make sure you have it created in 3 different formats.  Have your logo created in EPS format, which allows it to be duplicated for print and web, PNG for use when you need a transparent background AND jpg for general use.

2.  Uniform Branded Look: You should have a consistent branded look across all of your social media channels.  So create your Facebook cover, Twitter layout and other digital collateral with the same branded look.

Create A Uniform Branded Look On Social Media
Create A Uniform Branded Look On Social Media

3.  Facebook: CLEAN up your Facebook profile! I have seen some things in my daily virtual travels that would definitely be viewed as negative. If you want to promote a positive personal brand YOU MUST start with presenting a positive Facebook image.

I am connected to my father, teenage son and many family members on Facebook, so I only share information that I would share with them offline.  This is a great way to mentally keep your content clean and shareable. Don’t post information that you wouldn’t share with your grandparents, parents or children. If you wouldn’t yell it across the dinner table during a family meal, DON’T post it on Facebook. PERIOD!

Before you hit the POST button, think about how an employer would view your post. If there’s even a question of how your post would be viewed by employers or just followers in general, DON’T hit POST.  Better yet, picture your grandma peering over your shoulder while you’re writing your post. If grandma wouldn’t approve, don’t post.

Facebook is a huge part of branding yourself and you should use it wisely. Assume that ALL potential employers will check your Facebook profile, because they probably will. So it is best that you put your best foot forward starting here.  After you clean up your profile, showcase yourself. This may involve loosening some of your privacy settings to showcase certain areas of your profile.

  • Make a cover photo that showcases your talent. Facebook covers are 851 × 316.
  • Add your employment history, in the work and education section.
  • If you attended college, utilize the education section to add information about your school.
  • Use the project area to add the projects that you’ve worked.
  • Facebook just added a section for professional skills; add your skills in this section.
  • Don’t forget to use the contact us section to add your website, blogs and social media channels.

Facebook can be utilized almost as a resume if you add the right content and if you are a little creative.

Branding Yourself Using Facebook
Branding Yourself Using Facebook

4.  Twitter:  This is a great avenue to showcase your knowledge and to present yourself as an expert in your area, which is very important in creating a brand for yourself. Having a great Twitter profile allows you to make amazing connections while building followers organically, both of which are crucial to your personal brand.  So make sure you are utilizing this channel and showcasing your capabilities to your followers and potential followers.  If you are unfamiliar with Twitter start practicing keeping your verbiage short, because you only have 140 characters to make your point. So, you must use them wisely. To get started check out these easy steps:

  • Create a header for your Twitter layout, it should be no larger than 1252 × 626.
  • Create a Twitter background with your contact information. Twitter backgrounds are 1920 × 1200.
  • Display a presentable image of yourself.
  • Add a descriptive; yet brief bio using 140 characters.

The importance of Twitter cannot be overlooked in the process of branding yourself. Studies have shown that recruiters from the top employers in the country, are using Twitter as a way to recruit top talent. YOU want to be considered the top talent and you want to be noticed by these recruiters.  So Twitter is essential!

5.  Google+: There has always been some controversy about the importance of this platform. I’m not exactly sure why, since it is a GOOGLE platform. Most know that Google is pretty darn awesome.  So, needless to say I’ve been a fan since the Beta release! Another reason to get acclimated to Google +, Facebook has been losing a bit of steam recently so it is very important that you create a profile on Google+. Additionally content shared on Google+ shows up in search results. Enough said!

*Note* You can schedule your posts for Google+ and other social channels.  I’ve used a few but I find that, Buffer is the best scheduling platform available.

6.  Blog: I am really partial to WordPress but the most important thing is that you have a blog, which you contribute to regularly. So, select the platform that you are most comfortable with. [Wordpress, WordPress, WordPress, hmm, did I suggest WordPress?] A blog allows you to present yourself as an expert in your field utilizing your own content AND it allows you to provide this content to your social media channels.

Additionally you can create a page on your blog for your online resume. A web version of your resume allows you the convenience of sending a link quickly from pc, tablet OR mobile device directly to anyone that is interested.

Also, make sure that your blog is viewable by way of mobile device. So many people are mobile that it’s almost mandatory that your blog be viewable by mobile device.  This also offers you the unique opportunity to respond to emails from recruiters and send a resume link right from your mobile device, within seconds. WINNING!

7.  Triberr: If you have a blog YOU ABSOLUTELY MUST be a part of Triberr. If you are not familiar with Triberr, you need to become familiar quickly.  Triberr is THE BEST platform to utilize if you want to get exposure for your blog. This platform is second to none!

So, Triberr in a nutshell: It’s a platform that allows exposure of your blog through mutual sharing of content.  As a part of Triberr you would join tribes of interest. After joining the tribe(s) you would then connect the RSS feed of your blog to the Tribe. This allows your tribe mates to share your blog content to their Twitter followers.  Additionally all of your tribemates will have their blog RSS feed attached so that you can share their blog content with your Twitter followers.

The Triberr platform allows you to multiply the reach of your blog through the mutual sharing of content. This platform is Google Juice for blogs and if you have a blog you need to be a part of Triberr, period. Check out Welcome to Triberr and the Guide To Getting Started With Triberr.

8.  LinkedIn: Is probably the most important step you can take to meet contacts, extend your network and place yourself in the faces of recruiters searching for your expertise! Make sure you have a presence on Linkedin, make the proper connections, get endorsements, join groups and totally embrace this platform.

MOST companies in search of top talent will be actively involved with LinkenIn, so make sure you have a GREAT profile and keep it updated.

  • Use keywords in your headline and through out your profile.
  • Use an appropriate profile photo.
  • Complete your entire profile.
  • Add slideshows, links and blog posts to display your skills.
  • Share professional content that is relevant to careers or your industry.
  • Monitor your profile because you can see who has been checking you out. If you have a visit from a person of interest, visit their profile. They will now know that you have visited their profile and this may allow you to spark up a conversation.
  • Follow companies that you have an interest in because you may be able to connect with people of interest at that company.

Linkedin is one of your most valuable resources you can utilize, if you want to change your employment situation.

9.  YouTube: Videos are a GREAT way to showcase your talents. So create a 2 Minute video to showcase your capabilities.

  • Add keywords to any and all videos that you create because this will help Google to index your videos.
  • Add your video to your website or blog.
  • Share your video on your social media channels.
  • Add your video to your LinkedIn profile.

10. Allows you to monitor your digital footprint as it displays on Google.  You will get a report if any of your digital marketing channels have gone up or have fallen down in ranking.   This service is GREAT because it allows you to see how your brand is displayed on Google according to rank and it is FREE!

Are you currently utilizing any of these platforms to brand yourself? Are you using different channels? Let me know!  As usual, I welcome any comments, good, bad, ugly or indifferent. I can be found on Google+, Facebook and Twitter, circle me and/or follow me.

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6 Digital Strategies to Apply to Your Job Search

6 Digital Strategies to Apply to Your Job Search
6 Digital Strategies to Apply to Your Job Search

6 Digital Strategies to Apply to Your Job Search


Technology has changed so many things in our lives and it has been such a quick change that it is almost mind-boggling. One minute we were reading magazines and newspapers, the next minute we are consuming news and information by way of tablet and mobile device.


As we move further and further into this technology driven world we must continue to adapt every aspect our lives to stay up with the super quick changes. One of the things that we need to adapt immediately is HOW we search for jobs.  This change may allow us to gain a bit of competitive advantage, which is so important in the job search game.


At one time it was enough to post a resume to the job boards and let the recruiters find you. That is not necessarily the case now and this is due to so much competition. Also so many are choosing to go one step further by using digital channels to take their job search to the next level.  Those that are a little savvy are using digital strategies that are usually applied to marketing, to their job search efforts like branding, mobile web, social media and other strategies.


A few very easy Digital Strategies that you can easily apply to your job search:


Social Media: Before you do anything, clean up your social media profiles because recruiters DO check social media profiles.  So if you have college photos being a pot worshipper, any and all forms of nudity, beer pong and other types of nonsense delete them or make them viewable to only a certain list of people. Also refrain from using profanity laced status updates because NO Company wants to hire a potty mouth as a representative for their organization. If you feel a need to vent by cursing, do so under your breath instead. It’s kind of old school but grumble under your breath, while walking away from your keyboard.


Portfolio: If you have a portfolio of work, make sure that is online and accessible to recruiters. This allows recruiters to see if the work you’d done is a fit for the position that they are recruiting for currently. The goal is, again, to stand apart from your competition and providing a link to your work will do this.


Website: These days even if you do not have a business, you should have a website.  Branding yourself online is so important because it allows you to stand apart from your competition. Before you start your website buy a domain utilizing your name. If your name is John Anthony Smith, try to get the domain This will allow you to create an online presence for yourself, adding information about yourself, projects you’ve completed etc. BRAND YOURSELF so that you stand apart from those competing for the same position. The website allows recruiters to see you beyond what is just listed on your resume.


You can easily create a website on but if you are really savvy you could go with a self-hosted website.


2 Minute Video:  The power of video is an amazing thing and we see this every day on our social media channels. This can definitely be applied to your job search efforts.  Creation of a short 2-minute video about who you are as a person allows recruiters to get a glimpse of your personality. Your resume can portray who you are in a business sense, but cannot effectively portray who you are on a personal level, but a video can. Sometimes employers are looking for a certain personality type for their organization and a video could demonstrate this to them.


Mobile Resume: There is no secret that mobile usage will surpass traditional PC usage shortly. So get a jump on it by adding your resume to your mobile website, if you have one.  If you plan to create a WordPress site, you can create a traditional website OR go with a mobile website using a WordPress Mobile Template.  The GREAT thing about making your resume accessible to mobile users is that you can instantly send your resume in link form to recruiters during the day without accessing a computer.  Recruiters usually contact you during their business hours which is also during a time when you are working. So having your resume on your website allows you to take advantage of a potential opportunity in a timely manner.  The recruiter now has  a copy of your resume until you can send them a print ready copy from your home computer.


LinkedIn: Utilizing this resource is ESSENTIAL to moving your job search to the next level.  I’ve read that 74% of recruiters use social media as a way to find candidates. Of those, 94% are using LinkedIn. This is HUGE! So using LinkedIn is essential.



Don’t just throw up a profile; utilize all of the bells and whistles that LinkedIn has to offer. In addition to your profile, add links to your social media channels, website, portfolio, mobile resume and 2 minute video. Use this platform to SHOW recruiters WHY you are the right candidate for the position that they are trying to fill.


The Takeaway:


Go out there and be digital! Take your job search to the next level and compete for the position that you KNOW you’re qualified for.


As usual, I welcome all comments, good, bad, ugly or indifferent. Follow me on Facebook, Twitter or Google+.



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Hey Old School Marketers: Your Target Audience is DEAD

Hey Old School Marketers: Your Target Audience is DEAD
Hey Old School Marketers: Your Target Audience is DEAD

Hey Old School Marketers: Your Target Audience is DEAD

I grew up in an era that was not technology focused; there were no computers, mobile devices, or Internet when I was in high school. My generation did not even grow up with cable. In fact I remember when cable initially hit the scene, when MTV actually played music and the HUGE campaign “I want My MTV” which was used to push MTV to mainstream. Oh, those were the days. A lot has happened with the growth of technology since my high school years. If you have been able to adapt and embrace this super fast growth of technology, that is fantastic. However, if you have not you could be a little screwed now and a lotta’ screwed later. This, is especially the case if you are trying to run a business based on philosophies and an organizational structure from the 1980’s, MTV Era. The biggest mistake in taking that path is that this audience is dead or on life support.

Think about this, we are reaching an age when we have augmented reality and your business cards can talk. We are moving toward the Semantic Web, closer to an era when ALL of the computers mechanisms in our devices will be able to communicate with each other. Do you seriously THINK that people are in touch with old school methods? NO one is looking backward, or I should say consumers aren’t looking backward. This means that your organization is being left behind,  if you are not forward thinking.

Companies that have not embraced our new social oriented culture and the growing mobile market, are  whistling in the wind. Those companies are targeting a dwindling population. Just visualize it as a numbers game. Think about the target markets that are NOT online and those that are NOT mobile, this number is growing smaller and smaller as more people embrace the digital marketing space. So companies should NOT be gearing  their primary marketing campaigns toward a demographic that is shrinking. It’s really common sense. Companies should be looking to always GROW their audience NOT focus on the shrinking audiences.


In essence, in choosing NOT to adapt to newer technologies companies are choosing to throw in the towel on their businesses whether they realize it or not. Companies MUST go where their audiences are, that’s the only way in which they will continue to grow. In fact Seth Godin wrote a post “What do you think of my brochure? ” 7 YEARS ago, about the total reliance on brochures as a way to reach an audience. That piece was applicable in 2006 and is even more so now.

The Internet is the 2nd most widely utilized channel for news. If people go to the Internet and social media channels for something as valuable and important as news, they will also go there for other information as well. So, every business SHOULD make it a priority to have a strong social media and mobile presence. The old saying, “If we build it, they will come.” definitely applies to a strong digital footprint. On the other hand, if we build it and it’s geared toward a dwindling demographic, they may NOT come. As business owners we should be interested in substantially shifting those odds in our favor by going where our customers are.

Where America Turns To For News  via
Where America Turns To For News via

Ultimately if companies are not tapping a new more social and mobile oriented market with content geared for this demographic, they are taping a dead audience. Take a look at the video below to see exactly HOW much social and mobile is ingrained in who we are, as a culture now.

People are on the go, we now live in a super fast paced world, and people are looking for content that they can access easily and quickly on their mobile device. They DO not want to read a companies long-winded prepackaged full-page ad in whatever magazine that’s lying about in an office or waiting room. They want quick access by way of mobile while they are on the go. So as business owners we must be willing to supply them with this information or they will go to competitors that will.

The take away, while your organization is spewing their prepackaged printed message, other more innovative companies are going where their audiences are and moving past that 1980’s strategy. The time to step it up was a few years ago and companies that have not done so may be living a “STUFF” got real nightmare if they select to continue on this path.

I am not saying that companies should roll over and die, I am trying to subtly nudge those living in a time warp to adapt or die.

As usual, I welcome all comments, good, bad, ugly or indifferent. I welcome dialogue even if we don’t agree, so follow me on Facebook, Twitter and Google+ and lets start a conversation.

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Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business
Due to #Mobile and #Social: Every Business MUST Be An Internet Business

Due to #Mobile and #Social: Every Business MUST Be An Internet Business

When the Internet initially started to become mainstream in the 90’s there were so many companies that felt as if the, then called World Wide Web, was a fad and that it would go away. Hmmm, “how’d that thought process work for ya?”  Not so well for those that were reluctant in embracing the World Wide Web, now called the Internet.

I cannot fathom why many many years later there are still people in the world that have selected NOT to embrace technology as a part of their lives. I do have a little bit of tolerance for those that are not into it on a personal level but businesses that STILL have not fully embraced technology are doing themselves a disservice.

In 1995 it was perfectly fine to consider getting a website and waffle in the process of getting that done. Fast-forward eighteen years, YES eighteen year, and organizations are STILL waffling and more behind than ever.  We have moved so much beyond just having a website not that it is mind altering.  We have also moved to an era where waffling could allow your competitors to get such a big jump on your organization that you would forever be behind the eight ball.

Due to the super quick growth of the tablet and mobile industry we do not have the luxury of waffling on decisions to go full force into the new and aggressive digital marketing space. In fact, if you have a brick and mortar business, you can really no longer even view your organization as a traditional business. YOU must start to see your business as an Internet business. EVERY BUSINESS IS AN INTERNET BUSINESS now.

There is literally no such thing as traditional business anymore, ANY and ALL businesses must be online; therefore, considered Internet businesses.  With so many people accessing company websites with mobile devices it’s not even enough to have a traditional website. YOU must be mobile.

It amazes me that there are so many organizations that have not grasped the importance of an online presence. It’s been eighteen years or more since the Internet became mainstream, I don’t think it’s going anywhere anytime soon.  Actually the Internet is fast becoming the most effective way to market any business.

Traditional ways of consuming media is a thing of the past, very few people read newspapers, magazine, flyers, brochures and pamphlets as a primary source of information as was once the case. If someone finds your traditional media somewhere, they search for a website or social media channel to find out more about your company using their mobile device.

So companies that are still utilizing these traditional media outlets for the majority of their business are placing themselves behind the eight ball and additionally presenting themselves to their clients as a company that is NOT on their game.

Companies must create a strong Digital Footprint for their brand and use traditional marketing as a means to DRIVE traffic to their online brand, not the other way around. Traditional media as a primary source of gaining information is DEAD, like the steel mills in Allentown. I’m not saying that all companies should stop using traditional media, but I am saying that you must go where your customer base is and that’s online and by way of mobile device.  Simply, people are using mobile devices to access information about YOUR Company and YOUR competitors so that’s where you must go. People are on social media channels accessing information about YOUR Company and YOUR competitors, so that’s where your organization must go.

As we decide to lead our organizations into this digital journey of social media and mobile we must realize that we can not just adapt our old “shove the company pitch in their faces” way of marketing. That does NOT work with social media and no one using a mobile device will want to scroll through an old school organizations long winded pitch about what they do, what they sell, blah blah blah, on their mobile device.

A few keys to reaching your social and mobile audiences are:

  • Mobile Website: YOU must first have a mobile website. This is not even optional anymore.  With the rate of people consuming media on the go if you opt out of having a mobile web presence you are turning your back on a huge amount of customers and YOUR competitors will be right there to grab them from you.
  • Social Media: You must have a strong social media presence AND a strategy that is socially driven. Posting your sales pitch on your channels ONLY displays that you have not fully grasped what our new social oriented world is about. Old school marketing strategy consisted of sharing prepackaged content saying all the right things to push your message without regard for the customer. Social Media is about sharing social oriented content that appeals to YOUR READER. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services. I’ll say that again. It is NOT about you or your company but about building a relationship with followers, building trust with customers and providing information that THEY will find of value so THEY will then think of your company when it is time to utilize your services.

People are on mobile devices AND on social media with their mobile devices so it is imperative that ALL organizations have a presence on both.  Take a look below in the statistic on mobile usage.

As of May 2013:

  • 91% of American Adults have a cell phone
  • 56% of American Adults have a smart phone
  • 67% of cell phone owners check their phone for messages, alerts and calls EVEN if the phone is not ringing or vibrating.
  • 44% of people sleep with their phone next to their bed.

As of April 2012:

  • 55% of adult cell phone users use the Internet on their mobile, which has doubled in three years.
  • 31% of cell phone Internet users mostly use their mobile device for Internet, not desktops or laptops.
  • 17% of ALL adults cell phone owners use their cell ONLY for accessing the Internet.
  • 31% of cell phone uses look for health or medical information online.
  • 68% of Smartphone users use their device to access the Internet.
68% of Smartphone users use their device to access the Internet
68% of Smartphone users use their device to access the Internet

With desktop computer usage on the decline, laptop usage rising and mobile usage growing at a super quick rate of speed businesses,  MUST start to see their businesses as Internet businesses. They can no longer AFFORD to ignore having a strong presence in the SOCIAL and MOBILE space.

Mobile usage is on the rise AND desktop is on the decline
Mobile usage is on the rise AND desktop is on the decline

It’s time to ADAPT your ORGANIZATIONAL strategies to the new the new mobile and social world NOT keep your same old school strategies and add digital as an afterthought. It’s a new world squirrel Adapt or die.

If you have any questions or comments, good, bad, ugly or indifferent, I can be reached socially on a variety of channels. Follow me on Facebook, Google + or Twitter.

ALSO if you’d like your business to go mobile check out or the Facebook page, they are doing great things over there.


Pew Internet

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Communication, Social Media And The Organizational Silo

Organizational Silo


One of the things learned by the smallest of children are ways to communicate with their parents and others. They learn this at a very young age and it evolves from non-verbal to verbal communication.  It is essential, because it allows children to effectively communicate their needs to parents and caregivers.  This is one of the most important things children learn, and it will be used everyday for the rest of their lives.  Although we use it in every waking moment of our lives, communication is something that we don’t actively think about very often, that is until something changes.


Communication, personal and organizational, has changed due to the growth of technology and online communication.   Theses changes are primarily due to our evolution into a much more social oriented world.  The days of non-communication within the siloed organizational structure can no longer survive if they want to move organizations from where they were pre-technology to our current technology driven world.


The first change that must be made to improve overall communication, is to move organizations beyond the non-communicative, Siloed structure because it is no longer effective, not that I believe it ever was. It is even LESS effective now due to the growth of social media and evolution of communication beyond the non-sharing structure, which is typically associated with the organizational silo.


Organizations with a Siloed structure have obstructions in their ability to communicate effectively between departments. This structure may have been effective during the industrial age but it is ineffective now, more so due to the individual AND the organizational need to be more team oriented, to accomplish organizational goals.


Social media has opened the Pandora’s box of communication for individuals and organizations that are willing to embrace the benefits of a team oriented work environment.  Most organizations that have benefitted from embracing a more social, teamwork oriented work environment and open communication style are technology/digital-focused organizations. Others are lagging behind substantially which will prove to create many challenges as we are moving toward an organizational structure that is more collaborative.

Organizational Silo is OUT Collaboration is IN


Gone are times when each department could work within their own little bubble. It is no longer the most productive way to do business and this is primarily because most organizations are heavily dependent up technology or will be in the not so distant future. In order to compete with competitors EVERY organization has to reorganize their siloed structure if they want to compete and thrive in an era where collaboration is imperative.


I have been in this industry for a while, long enough to see that there are some that have immediately recognized the shift in the world dynamic and others that are still just SO unaware. I say shift in the world dynamic, because this technology revolution is not just geared toward organizations but toward the entire world and has in fact changed the entire world.   I know that sounds dramatic, it even sounds dramatic as I am typing. However it is the truth, the world has really been altered, as a result of this drastic change in communication. Hence, the era when siloed organizations thrived is a thing of the past.   We must all embrace the changes, alter how we think, communicate and interact within the organization because WE have changed as individuals as well.


We all have literally changed HOW we communicate with friends, family, co-workers and colleagues.  How we interact with one another as individuals has changed every aspect of our daily lives.  We have moved so much beyond individual conversation, to the ability to participate in multiple levels of interaction within a social atmosphere.  The ability to become a part of the conversation by offering tiny tidbits or ourselves, images of our lives, video of our kids and or music dislikes and likes, our reading habit and so much more. These little bits of information that we’ve shared by way of social channels has slowly changed how we communicate with each other and changed how WE communicate within the organizational structure as well.  Siloed organizations no longer work.


So, as people change so must organizations, from the communication within those organizations to the very structure of the organization. How can organizations NOT change, when everyone around them has changed? The way we communicate has essentially changed us to the point that old school organizational communication is just NOT as effective as it once was. How can it be when the elements of the organization and the employees are no longer the same?


Open Communication Is The Only Way

We are now living in an era of open communication, sometimes a little too open, but open nevertheless.  Due to our much more social world we also share much more than in the past. These are two of the biggest factors that should propel organizations to utilize the change in people to move organizations away from the organizational silo, which embodies dysfunctional lack of communication.  We must make strides to moved into a much more open, teamwork driven organization, which would thrive in this new era of sharing, open communication and collaboration.


Digital Marketing and a much more social world has really shredded the structural foundation of a siloed organization, primarily due to the change in communication and HOW communication must be handled within an organization NOW.  Technology is responsible for people almost being FORCED to venture outside of their bubble. Don’t panic, THIS is the first sign of positive organizational change within any organization. Change is good!


Digital marketing touches every aspect of an organization now so people that would NOT have worked together many years ago are almost forced to do so now. The growth of this technology and evolution of traditional marketing are creating scenarios in which workers must develop more of a team dynamic if they want to see company growth.


No longer can there be an organizational separation of company and technology, because technology touches every aspect of the organizations no matter the perception. The evolution of the organization has started with the individuals that are within that organization and it will continue to evolve, ready or not. Companies must start to recognize these changes, adapt to the changes that have already taken place and that are beyond the control of the current organizational structure. Organizations must be willing to no only add technology in its minimal form but embrace ALL of the change that go along with the growth of this technology. Technology is NOT an afterthought and is not optional anymore.  Why, you ask?  Because technology growth is speeding up NOT slowing down, it is mandatory that organizations see beyond what was, to what is now and things to come in the future. This starts with addressing HOW individuals communicate within the organization and make immediate changes if the structure is out of sync with the individuals within the organization.


The take away:

It’s time to stop viewing technology as an organizational after thought and embrace all that it has to offer, even if it is change. Change is good!

I welcome your opinion, good, bad, ugly or indifferent. You can find me online so Circle me on Google+, Follow me on Facebook and Twitter.

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