If you follow me on Twitter, I apologize. I have been talking a great deal about @StateFarm. Specifically, my frustration in moving a claim forward.

On January 9, 2010 I returned home from CES to find my house swimming in water and my ceiling collapsed in two rooms due to a frozen pipe burst. I began the claim process with State Farm immediately but was told I would need to wait until the following Monday for additional information. State Farm was exceptionally helpful advising us to stay in a hotel, helping us make arrangements for clean up and very reassuring we would be able to move forward Monday.

However, we weren’t.  In fact, I didn’t hear from an adjuster until six days into the process.

In desperation to seek some sort of communication with State Farm, I took to Twitter. Each day, I have tweeted something—about our home being inhabitable, about how I wish I could hear from someone, about how they finally told me it could ultimately be 10-12 days before we could begin to move forward. My hope was simply for information and communication with the company. 

So, my story aside, what’s the lesson that can be learned here?

Here’s the interesting thing. In all I tweeted 10 things about StateFarm (again, apologies to my followers!)

Think about your brand. What would you do if a customer took to a public forum talking about their frustrations with your business? Would you let it go on ten times?

Smart businesses react. They react to not only make the customer happy, but they react to spread awareness that they are attentive, engaged and listening to the conversations happening about them.

To be fair, State Farm did send me one Direct Message which I did appreciate indicating they had passed my information on to the Customer Service Department.  (also please note:  the @StateFarm account is managed by the Corporate Public Affairs team, not agents or representatives who schedule adjusters time)






In my mind looking for lessons to be learned, a brand would be better served sending something in a public forum and follow up with a specific action.  Particularly, if the social media presence of that brand is intended to be reflective of the entire organization.

For example, if State Farm had said HLytle We’ve passed along your information, expect to hear from a rep within 24 hours”, as long as I heard from the rep that would have been the last of it and I would be writing a post right now about the positive social media lessons learned from State Farm.

What is even more interesting is as I have followed State Farm’s stream, I’ve noticed their reactions to negative feedback is few and far between (do a quick @statefarm search to see). There are instances where they have reacted to customers who are dropping their services or have had a bad experience, but there are far more instances where they have had no reaction at all. They are very quick to retweet and spread the word of customers praising their services (which they should) but the implications of ignoring negative feedback should be a strong reminder to all brands that social media is a two way conversation in a very public forum. You will only be successful if you acknowledge both the good and the bad.

Takeaway: If your brand is active in social networks, it is vital to actually be active. One of the greatest advantages social networks gives brands is the ability to monitor brand sentiment in real time. Listening in real time means you need to act in real time. If you acknowledge the situation and act accordingly, you will gain more trust and more leverage than if you simply ignore issue.

I know our situation will be resolved and in the wake of what has happened in Haiti we feel blessed to have a hotel to stay in with a warm bed and the support of friends and family. 

However, I simply encourage your business to take a moment and really evaluate how you would handle a similar situation. What is your plan when (not if) someone takes to a public forum to talk about your business? Would love to hear your thoughts.

***One final thought:  My local agent, Dennis Chaumont (dennischaumont.com) and his staff have been outstanding. Unfortunately this type of claim is not handled through local agents and offices. 

As we shared on Tuesday, this is the week of Social Media Releases to launch our new site. Expect a full update and "how to" on Tuesday, but so far the results have been fascinating.

We used several free and paid services to determine which service has the best results. In this case results are defined by what is picked up by news outlets, bloggers and ultimately what the release does for our search engine page rankings. Each release was tweaked with minor differences for us to determine which service has the most impact. So far:

• The Social Media Release service Pitchengine is in the lead. Pitchengine is a blend of traditional PR and social media allowing for your content to be easily shared. Pitchengine's most immediate benefits are the ability to include a Twitter pitch, clickable links (different than most free services), key news points, and multimedia capability. The platforms allows for easy social sharing and is picked up by search engines.
• As we have shared, our anonymous site was launched intentionally with no search engine optimization as we seek to determine the power of social media in a variety of metrics. We are pleasantly surprised at how quickly the releases have impacted our results for identified keywords and increased our traffic for those keywords.
• The releases show in search engine results for both the service they were submitted with and any organization or blogger who chose to publish the story. We have seen exposure through both large traditional media organizations and news aggregators. Interestingly, the tweeets that promote the stories often show higher in the search engine results than the actual releases demonstrating the importance of having easily shareable content (clear benefit of Pitchengine)

This week we also experienced our first setback in our experiment. We had hoped to use Help A Reporter Out (HARO) to gather sources on our topic to do a related post. However, HARO requires a certain level of traffic before using the free service for sources. Our hope is that the increase in traffic from the releases this week will put us at that level twenty days into our launch.

We'll share the full update and results next week including which service is most effective and easiest to use, but initial results clearly emphasize the importance of blending "new media" with "traditional media".

Building Your Following with Socialoomph.com, GoTwitr.com & Buzzom.com

We've experimented with three tools--each with interesting characteristics that may help you in your business. Three key features we explore are:

GoTwitr.com-Mimic Follow. Allows you to mimic the following of another Twitter User. Details 1:15

Buzzom.com-Easy Follow/Unfollow. Allows you to easily follow and unfollow users. Operates very similar to FriendorFollow.com but makes the process much easier. Details 4:21.

There, I said it. Social Media is not for everyone. (gasp! The consultant said what?!)

If you are in the social media space, you know we love to talk about it. We love to talk about the value of social media to build relationships, engage with our customers, feel the pulse of the community and generate business growth. We love to talk about how social media has caused a fundamental shift in what customers expect and what we must do to meet those expectations.  We love to talk about the incredible opportunity social media has created for business. (perhaps, we just love to hear ourselves talk)

All this is true, and why I am passionate about what I do. However, for as much as we love to talk about it, is it right for everyone? Before the floodgates of criticism open, let me introduce you to one of my recent clients.

Firm X is a service based business catering to an exclusive market. As I got to know their business in our initial meetings, I realized very quickly that over the past 10 years every single client that they have has been a referral.

Now, you may be thinking this firm would be perfect for social media if they are in a referral/word of mouth based business. However, the referrals are very specific, from a very specific audience, with very specific needs. More importantly, their referral base and audience does not live in the social media space and likely will never step foot into that space. Couple this with overworked partners who are begging for time, and for them a social media presence simply does not make sense.

So, is Firm X is an isolated example?  Likely not.

As you think about your overall strategy and if social media makes sense for your business, think about it this way:

1-Who is my audience?
Let’s say you own/manage a nursing home. You may be thinking your target audience (baby boomers making difficult decisions about aging parents) is one of the largest growing demographics on social networking sites so a presence on Facebook or Twitter makes perfect sense. True, but what if your nursing home is in a rural community where only 18% of the population is active on the internet? If your audience isn’t there, social media does not make sense.

2-Can I commit? REALLY commit?
Each of the fundamental “rules” of social media…listening, engaging, participating…requires an active commitment. If you can’t commit and are sporadic with your messaging or don’t take the time to connect with your audience and truly engage with them, odds are you’ll turn a neutral into a negative. If you cannot commit, social media does not make sense.

3-Do I think of Social Media as the “Holy Grail”?
We’ve all seen this, right? Businesses who have jumped on the social media bandwagon thinking that a YouTube account and a “Be a Fan” badge means they can give up all their other marketing channels. The reality is social media must be an integrated process. We can look at case studies from big brands to small business owners who have found success with social media, however, that success is not exclusive of their other efforts. If you believe social media is the single solution or magic bullet to growing your business, it does not make sense.

Now, for any example I can give where it doesn’t make sense, I can give you a hundred more where it does. As part of a comprehensive strategy, social media has given businesses (particularly small businesses) opportunities to connect with their clients and customers in a way we could not have dreamed about even just ten years ago.

However, for it to make sense for your business, you must understand the business of your business. Who is your audience? What do they want/need? (and can you commit to provide this) and How do you make it a part of your overall strategy?

What are your thoughts? Is social media right for everyone? Leave a comment, or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

We’ve all heard horror stories of online dating. Two people connect online, establish a “relationship”, but when they meet face to face the perception is different than the reality.

Now, think about business.

Imagine you connect with someone online. You like what they have to say, you are impressed with their online persona and you think to yourself, “This is someone I could do business with”. What happens when you meet them and the perception is different than the reality?

If it hasn’t happened to you yet, sadly it will.

The blessing and curse of the digital world we live in is that we have instant access to a larger circle than we have ever had before. We can make connections that eluded us before. We can celebritize ourselves, position ourselves as the “experts” and often control the messaging about ourselves. The potential curse is what happens if you are not authentic.

I had a conversation with a colleague recently who met in person with someone she had connected with on Twitter. On Twitter, this person had a thriving business, had all the metrics we often use to gauge influence (often incorrectly) and was connected to “all the right people”. In other words, their online persona was one that made my colleague think “this is someone I could do business with”.

As they met, my colleague was completely taken by surprise. Not only did the person not portray the professional image one would imagine based on their online persona, the reality is that this person is actually unemployed with a fledgling start up looking for funding in all the wrong places. The perception was different than the reality.

If you are using social networking to build relationships (after all, isn’t that the point?) it is critical that your authentic self be clear both online and off. That difference between perception and reality will be the difference between growing your business and not. Your customers and clients aren't buying from your online persona--they are buying from YOU. If you are truly being authentic, they should not be able to tell a difference. After all...

The old adage that we do business with those we know, like and trust hasn’t changed even if the technology has.

We all have it. That “thing” that turns a prospective client into a paying one, a window shopper to a repeat customer, a potential donor to a full supporter. In fact, many businesses spend millions of dollars capitalizing on that “thing”. We use it in our marketing materials, our messaging and our branding—and now in our social media efforts.  But what happens when that “thing” isn’t really what we think it is?

I spoke this week with a woman who is sitting on a tremendous business opportunity. The problem is what she identified as her “thing” isn’t really the “thing” her customers want. Thankfully, she realizes this and is willing to make the changes to give her customers what they want--both in service and in messaging.

When we stop making social media about ourselves, and actually listen to the conversations happening around us, we get a clearer picture of that “thing” that drives our customers and clients. Instead of talking to them in a language we assume they want to hear, wouldn’t it be more effective to have them tell the story of that “thing” that differentiates you?

I think about Pure Digital and their Flip cameras. I have no idea what they intended their “thing” to be when they launched. I can only assume from their tag line for their Ultra line “As Simple As It Is Fun” that they intended their product to be a user friendly hand held recorder.

However, when you listen to the conversations happening about Flip it is obvious their “thing” has evolved. It has become a staple in business, for bloggers, for families, and the list goes on. In other words, their “thing” has evolved and their customers are telling their story.

Social media drives conversions through conversations, however, only if the message resonates with your customers.

Ask yourself…

• Is your messaging representative of why your customers select you?
• Is your messaging addressing their pain trigger? (what their problem is, how you fix it)
• Is your messaging clear enough that your customers can tell that story for you?
• Is your messaging compelling enough that they want to?

Most importantly, ask yourself…

• Who else besides you is telling your story?

If no one else is telling your story, odds are you are missing a key component to the first four questions and it may be time to rethink what your “thing” is from what you want it to be to what your customers and clients need it to be.

Lately I’ve been feeling very much like “The Painter’s House Is Never Painted”. This blog is a good example—I spend a lot of my time advising clients of the importance of creating valuable content, then focus so much on client work I don’t have time to practice what I preach for my own businesses.

If you speak to my clients, they’ll tell you I also preach about listening. Listening to the online conversations happening around them and finding opportunities to join the conversation. This week I had a valuable reminder of the importance of listening courtesy of Krapps.com.

Like many of you I use alerts to notify me of key topics that are being mentioned on the web. I have alerts for my businesses, my clients businesses, topics I am interests in—and, of course my name.

Earlier this week I received a notification that the website Krapps.com had mentioned my name. At first, I almost ignored it. An article had run about me and that day so I almost chalked it up to a recycled news story. Thankfully, my curiosity got the best of me.

In early August I read a press release about a new iPhone app called “Shake That Booty” which as the name implies is an app that shows a woman in tight jeans shaking her booty. Don’t get me wrong—I love the innovation of iPhone apps, I truly do. This one actually didn’t offend me, I just thought it was ridiculous.

So, on August 3rd I tweeted as @ShopGadgetGirl the following:

I tweeted this because I was struck by the ridiculousness—and uselessness—of such technology (then again, I’m not a man. Perhaps there is some key value I’m missing here besides a good laugh).

A week later, Wall Street Journal reporter Maureen Scarpelli wrote a post for the WSJ Digits Blog titled “App Watch: Shake Here for Sales (and Hate Mail)”. Scarpelli quoted part of my August 3rd tweet in her post in the context that this particular app approval by Apple caused some controversy for the developer and for Apple.  At the time, I didn’t think a thing about it. In fact, I often work with clients about using social media for traditional media coverage (quick 101 lesson here) and after getting a bump in traffic considered the mention a good thing.

Flash forward to this week.

I noticed there was an @ reply from @KRAPPS that said “@shopgadgetgirl we <3 you :) --> Most Offensive iPhone App Ever – As Seen In The Wall Street Journal http://bit.ly/GxZYu”

I almost didn’t bother to click the link. I was in a hurry and almost chalked it up to spam. Then, curiosity got the best of me.

If you aren’t familiar with krapps.com you should be. Oklahoma folks can equate it to The Lost Ogle for iPhone apps. It is a snarky, hilarious site that outs “wacky, weird stupid and strange iPhone applications”—and there are a lot of them.

So, I click on the link and read the post. Once I stop laughing I have to make a decision about how to handle the fact they are making fun of me.

I could have ignored it. My guess is most brands would have. However, two thoughts ran through my mind—first, their 7K+ followers had been exposed to this post, and second, it was really funny.

As I contiplated what to do, I tweeted:

Now, here’s the beautiful thing—and the valuable lesson that was reinforced.

I immediately received a direct message from @KRAPPS thanking me for having a good sense of humor and appreciating the shout out.

They then send the following tweets (full disclosure-the one ending in “play with my iPhone” includes another line referencing a specific app that was deliberately cut off for this post. To the folks at krapps.com who may want to poke fun for not including it, it isn’t because I’m offended—just didn’t want to offend anyone who may not understand your sense of humor).

In other words, the 7K+ people who were exposed to the original post poking fun were now exposed to a very cool response.

The lesson from this story is that I could have chosen to ignore this, or worse, I could have chosen to be upset. Beyond the fact I really did think it was funny, the reality is by listening I was able to participate in a very specific conversation about my brand and turn the tide from negative to positive.

The lesson for you and your business should be this:

1-Are you listening? Do you have tools in place to know when people are talking about you—good and bad?

2-Once you are listening, do you have a reaction plan? The fact is that information flows so fast through social media you must be prepared. How will you react? Where will you react? What do you react to, and what do you ignore?

(bonus tip--it's okay to laugh at yourself and not take yourself too seriously)

This particular example is funny, but the implications can be very serious. We’ve all seen customers take to the Twitterverse to address serious issues such as poor customer service or product dissatisfaction. In the past week I have seen people complain about airlines, cable companies and wholesale chains…with no reactions from those businesses to try to rectify the problems and keep their customers happy.

The important thing to remember is while Twitter or blogs can be an excellent tool to share your message, it is equally as powerful for the consumer to share their point of view about your company—both good and bad.

When you are actively listening you have the opportunity to react quickly to regain control of that message.

Now, off to check alerts to see if The Lost Ogle is poking fun at social media "experts".

As I work with clients, several key topics keep emerging. In an effort to provide tools to help you maximize your web presence, be looking for a new "Knowledge Center" with quick audio lessons addressing the common questions I receive. First up: Twitter 101.

If you have questions, or would like to see a topic explained, please let me know.

It’s easy to get wrapped up in the “big guns”. Thanks to media coverage and overall popularity, we hear about sites like Facebook and Twitter far more often than we hear about niche sites. However, if you think by jumping onto these sites you’ve mastered you’re social media strategy, you may be overlooking some key opportunities to reach your niche market and powerful opportunities to drive targeted traffic to your site.

Recent reports show niche sites are experiencing tremendous growth as users are looking for new ways to identify with others about the same interests.  Ning.com, a site allowing users to create their own networking, has itself over a million social networks, with over 200,000 of those active each day.

From sites like cooltribe.com that offers social networking for the environmentally conscious to savorthesuccess.com that offers networking exclusively for women, there are literally thousands of niche sites where your customers are sharing their stories and looking for your products.

Social media has forced businesses to be present where their customers are. Are you?

My Friday Focus challenge to you is this:

If you are feeling lost in the crowd in the monsters that are the main stream sites, explore a niche networking site that puts you in front of your customers.  Just remember the three golden rules of all social media: Listen, Engage, Participate.