Twitter users are quick to get caught up in the follow numbers. For the most part, followers are a good thing. Without followers, there’s nobody to talk to. Without followers, your message get’s lost.

The problem is, Twitter gets noisy very quick and the easiest way to manage the noise is to cut out those that fail to provide something of value. Users create lists, use programs such as TweetDeck or even stop following all together as a way to manage the noise and increase Twitter productivity.

The secret to success on Twitter is to be one of those people who is regularly listed, who is still there when the follows are dropped, who’s Twitter stream is deemed important enough to survive when the others have been tossed off the island.

Here’s five tips that can turn your Twitter stream into a Twitter survivor:

1) Tweet topically

This is by far the most important thing you can do. Turn your Twitter stream into a resource and create a place people go to for information. You can do this by providing “topical tweets.” In other words, consistently tweet on a specific topic.  If you’re a Realtor, provide real estate information. If you blog about the environment, provide informative environmental Tweets. Consistently provide information of value and people will listen.

2) Sharing is good

The majority of your Tweets should share information relative to your tweet topic. (blog posts, informative articles, etc.). If you read trade publications or daily blogs, send links of interest to your readers. If possible, credit the author or publisher by including the twitter id. This can lead to positive relationships with others in your “topic” and add targeted followers.

The same holds true for Retweets. Retweets are an easy way to share information of interest to your followers and are a nice way to recognize the original sender.

3) Talk to others

The best way to stand out above the noise is to make personal contact. Look for opportunities to join discussions relevant to your Twitter topic. If someone shares a valuable article, reach out and thank them. If you read a blog post you like, Tweet the author and let them know.

Hashtag (#) discussions relevant to your topic can be a great way to add followers that listen. Twitter discussions often have huge followings, many of whom are just reading along. Adding thoughtfully to the discussion can quickly add quality followers. This also works well with live events. Live Tweeting from an industry function can provide valuable information for those who can’t attend the event.

4) Follow topically

Follow people who tweet about your topic or people who might be interested in your topic. Programs such as  Tweetdeck or Twitterfall allow you to search the stream by keyword which can help you find other Tweeters of interest. Directories such as Twibes make it easy to find and follow Tweeters by topic and keyword.

Be sure you give people a reason to follow back. Make sure your Twitter page tells potential followers something about yourself and your “topic.” Look at the tweetstream of those you follow and respond to tweets of mutual interest.

Whatever you do, don’t introduce yourself by sending them a link. Make it personal and they are much more likely to follow back.

5) Localize your Tweets

Look for opportunities to move your Twitter discussions beyond the Twitter stream. This could be as simple as meeting a fellow Tweeter for coffee or talking by email/phone. When traveling, take advantage of opportunities to meet a fellow Twitter “friends” who you may not normally have the opportunity to meet in person. You’ve already formed a common bond through your online discussions.

Networking in person can lead to much larger, mutually beneficial relationships.

It takes time

As with all social media, nothing happens over night. Set a plan, tweet with a purpose and provide value to your followers and you’ll rise above the noise and create a powerful Twitter following.

How have you built a quality Twitter following?

Do you have a tip to share? Please take a moment and add it in the comments below.

Social media blogger Chris Brogan recently wrote about the idea of “microfame” and the power of social media to make people “famous” on any of a number of levels. Chris Brogan for example has become “famous” in the world of social media as an expert in the latest trends and developments. Likewise, I have a friend (offline) who has become “famous” within his small Facebook circle because of his profile pictures (currently John Travolta circa Sat. Night Fever) and updates.

The point is that we now have a very powerful platform to connect and express ourselves in ways that weren’t possible just five years ago. However, while it is much easier today to become “famous,” this fame doesn’t necessarly mean opportunity. According to Brogan,

We have this distribution mechanism, this platform, this potential to share ideas that matter, that brings us a further opportunity.

But fame isn’t trust, and the real goal, in my estimation, would be to develop trust, build relationships, and earn the attention of people in our circles of interest. That’s what matters.

As more and more self proclaimed “marketing gurus” and “social media marketing experts” jump into the world of social networking, it quickly becomes obvious that while they may have thousands of friends on Facebook or friends on Twitter, what good is it if they don’t provide something of value.

As my Twitter following grows, I’m finding that I’m being followed more and more by people with 10s of thousands of followers and I’ve followed some of them in return. However, I’m quickly finding many of the twitter users with the most followers have the least to say. I even followed one who has “twitted” about nothing more than how many followers she has and an occasional comment about coffee or something.

I’m also finding, that as I follow more and more people on Twitter, the less I’m actually reading on Twitter. I know which twitter users I enjoy, those who I talk to and those who provide valuable information. The rest get screened until I find value in something they provide.

The same is happening to my Facebook account. As the list of Friend’s grow, I tend to look for those I am interested in reading about and letting the rest go by. As the numbers grow, it’s the only way to manage these networks.

Without providing value, internet “fame” is worthless. People quickly learn how to screen the noise and even worse, label the spammers as such.

And yet there are so many out there that don’t get this basic concept. Take a look on almost any LinkedIn group and you’ll see people looking to blindly expand their network. There are now a number of Twitter applications that do nothing more then bring the classic pyramid scheme to Twitter to build followers. If you’re looking to add a random collection of followers quick, they may work well.

The RNC leadership even got into it a few weeks back bragging about who had the most “friends” on facebook culminating in the absurd challenge, “I’ll meet you on Facebook any day.”

From a business perspective, a large network is of no value unless the members of your network see value in what you bring to the table. By consistently providing value and conversing on a level of transparency and trust, the network will respond. Your network will grow, it will be much easier to spread content (with your name attached) and ultimately, bring in more customers.

What does your business bring to the table? Have you considered a white paper? White papers provide valuable information and can establish your company as an expert in the industry. Contact Jim Lodico to see how he can help you harness the power of white papers today.

It happens to everyone about this time of year. All those shiny new New Year’s resolutions don’t look so pretty any more. Those 5:30 am spinning classes just arent’ as much fun as they were back in January and the diet…well, let’s just say that I’m still eating ice cream at night.

The key to keeping any resolution is to get over the February hump. By March, what once felt new and different in January is becoming a lifestyle change and the further and further you go, the harder it is to get back to your old routine.

With that in mind, what better way to get over the February hump then to do a quick check to both monitor progress and make needed adjustments. If your resolution involved blogging, now that you’re a month in, it’s a good time to step back and give the blog the old fitness checkup.

Here’s 10 things to do to check to be sure your blog is on the right track:

1. Forget the traffic numbers
In the beginning, we all get addicted to the traffic. Most new bloggers check in over and over throughout the day. At this point, don’t worry about it. Instead, be sure that you’re doing everything now to build the foundation that will help your blog continue to grow.

2. What has worked so far?
Here’s the one place where traffic numbers can help. Go back and see which post is getting the most action. What is it about that post that is bringing in the traffic. Determine what people like about the post and use that information to guide you in future posts.

3. Is the Blog User Friendly?
How easy is it to navigate your blog. Is it open to comments? What gets in the way of reading and commenting on the blog. You want to make your blog as open and as easy to use as possible. Anything that turns a reader away may turn them away for good.

4. Is your RSS feed working and is it easy to find
With the recent change from Feedburner to Google, it’s probably a good idea to check in to see that everything is working and links are active. Also be sure that your RSS feed is clearly marked with an RSS icon. You want to make it easy for repeat readers to keep in touch.

5. Do you share well with others?
Is it easy for users bookmark your posts or share them on Digg, Facebook or other social networking sites? If you’re using Wordpress, be sure that your Socialble or Share This plugin is working and offers the most commonly used services. Those little icons on the bottom of the post are one of the most powerful tools you can include on your blog

6. Are your URLs search  engine friendly?
Your blog headline is one of the first things a search engine will read. If you’re using Wordpress, the default URL setting uses numbers which is about worthless when it comes to SEO.

Also be sure to use search-engine friendly headlines. With Wordpress, you can easily change the URL and fill it with key terms. Keep it simple and to the point but be sure the terms are there. For example, notice the headline on this post and the address in the web browser.

7. Is your blog roll healthy and up to date?
When I’m not blogging about social media, I also blog about the Ohio State Buckeyes. My Ohio State blog is very well indexed on Google and other search engines. One reason may be the number of incoming links and the strength of the blogroll. By working with other Big Ten bloggers, I’ve been able to build a very strong blog roll and have received a number of very strong links.

I don’t know if this is what has pushed The Buckeye Blog to the top of the Google results but I bet it has something to do with it.

This is the number one mistake I am making on this blog and is the first thing on my list (when I get time). When you add a blog to your blogroll, the blogger will see it and will often return the favor. It also never hurts to send a nice letter asking for a link exchange – especially in the early days of a blog.

8. Are you using appropriate categories?
Search engines like categories. Be sure to use key word appropriate categories and categorize your posts. It also makes it easier for readers to find related information on your blog.

9. What’s on your “About Me” page?
Your About Me page doesn’t need to say much. However, people read a post and they often want to know more about the voice behind it. Sometimes, they just want to verify that the information comes from a knowledgeable source.

Be sure to also include a way for readers to contact you. If you’re worried about spam, use a contact form (there are a number of good plugins available).

10. Is your blog integrated with your other social networking activities?
If your using other social networking sites such as LinkedIn or Twitter, let the world know. Include easy to find links where readers can connect. Blog readers like to engage and talk to others. Make it easy for them.

Seeing how SocialMarketing20.com is a fairly new blog, I’m sure that you can spot a few areas I need to target. If you’re like me, it looks like I’ve got the start of a pretty good “to do” list. I’ve you’ve got any other tips or ideas, please share them in the comments below.

Jim Lodico is a freelance copywriter and social media consultant. Contact Jim to find out how he can give your business a boost at jalodico@bizwritings.com

I finally broke down and joined Twitter this week.

I’ve been meaning to do this for a while now and I’ve been holding back. I have information channels to keep track of as it is. But something finally spurred me to it.

It was David Henderson’s examination of the FedEx-Ketchum Twitter saga from the journalist perspective. Like a good journalist, Henderson went looking for the story. And what he found didn’t reflect all that well on anyone involved.

Reading about yet another Twitter flap got me thinking: 95 percent of this so-called news has little to do with social media transparency or PR capabilities in the Web 2.0 era. Isn’t it really about using common sense and practicing reasonably professional communication? Which, as communications professionals and business owners, is what we’re being paid to do.

So armed with my newly minted Twitter account, I decided to explore the landscape a bit more firsthand. And in this new wild west of communication, sure, there may be some new rules and a lot of new opportunity to engage people. But the old rules are still in play, too. As I read what’s floating around the Twittersphere, I wonder whether we might all ask ourselves a few questions before we start typing into that little box.

1. What’s my strategy? Social media tools are no different than other marketing tools. It’s important to know why you’re using it, how you’re using it, and how that ties into your business goals. If you’re using it for business, then keep your business in mind.

2. Would I send this to my clients and customers? If you can’t say anything nice… then, as your momma probably told you (and as Ketchum could attest), it’s better to hold your tongue. If you wouldn’t email it to your boss or your clients, then why are you typing it into Twitter?

3. Am I taking “authentic” too far? Bringing your authentic personality to your marketing doesn’t mean being the least professional side of yourself. If you’re a spokesperson, you’re still responsible for the brand image. If you’re a consultant or a business owner, you are what you put out there. Twitter is a messaging platform just as much as a conversational one.

4. Am I saying this just because I can? Do your followers really care what you had for lunch? Some may disagree with me here-and I value the conversations that can develop on a number of topics- but these are the tweets I just pass on by. There’s too much else of value out there.

5. What’s the value in this? Guy Kawasaki has written a great post on how to attract followers on Twitter. What’s so great about Guy’s advice? Almost every one of his suggestions boils down to this: add value, engage and offer something interesting to your audience.

Right. In social media circles, just as with anywhere else, common sense still rules.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.

I recently posted a discussion on LinkedIn asking how many people first heard about the Hudson River plane crash on Twitter. I had recently written a post on this blog about how I saw the story break on Twitter and was amazed to see the story develop and (and somewhat resolve) in real time on this relative new social media service.

While there were a handful of responses agreeing that Twitter provided an amazing new way to witness news, I was surprised by the number of people who either didn’t understand the gist of my point about Twitter or didn’t know what Twitter was in the first place.

The more you use social media sites such as Twitter and Facebook, the easier it is to think that everyone else is also. The more you get involved, the more you network with others the easier it is to quickly believe that social media has become the norm.

However, step back into the offline world for a moment, it it doesn’t take long to realize that using blogs, Facebook, Twitter, or any of a number of social mediums for business purposes is not the norm. Take a moment and ask your friends or neighbors what social media sites they use. Sure, a couple may enjoy sharing pictures on Facebook and many have LinkedIn profiles but chances are, the majority of them are not actively using these sites for business – yet.

And while these sites are growing fast, there is still time to be an early adopter. Now is the time to not only establish an online presence but to be sure that the presence is up to date. It isn’t enough to have just a “website” today. Customers want to interact, they want information, they want to see a company actively engaged in the community.

By getting in now, you not only learn what is expected online, you can refine your presence or brand and be there waiting as more and more customers join the party.

Old vs new Whitehouse.gov web page. Click for larger photo.

And what a difference a web page can make.

While it appears that the Obama transition team ran into a few technological snags as they encountered what to them is outdated technology (ie. Apple vs. old Windows) and government beurocracy which hasn’t yet adopted to the world of social media, it appears that the White House web page is embracing the fundamentals of social media.

A blog post on The Breifing Room: The Blog states that the new website will be based on Communication, Transparency and Participation. That pretty much covers the building blocks of all social media.

There is no question this administration is wired into the world of Web 2.0. The Obama campaign utlized Facebook, Twitter and other social media applications in a way that many businesses would envy. By now, you’ve probably also heard how the new president was determined to keep his Blackberry and they also plan on using Youtube to present what used to be known as the Fireside Chat. It appears that the Obama administration has recognized the power of social media and plans to use it to its fullest.

And yet while an office which needs to “control” the message (if for no other reason than security) more then almost anyone can embrace the world of social media, I believe it is safe to say that the majority of businesses and business executives are still cautious, don’t understand or are even afraid of the world which is about to pass them by.

In a meeting yesterday with a colleague whom I met on Twitter, we both agreed that as much as 90 percent of the population still haven’t even tested the waters of a forum, blog or social networking site. It is doubtful that I will be able to make the same comment this time next year.

So for now, I’ll leave you with a great resource of case studies I came across this morning. The following link is by Jennifer Van Grove on Mashable.com. In it she lists 40 companies which are successfully using Twitter provides and breif analysis as to what they are doing right. It’s a great resource for both the beginner and advanced user alike.

Update: Want to see the impact of the new president and inauguration day on social media? Check these numbers: Twitter had more than 150,000 tweets containing the word “Obama” on Tuesday, YouTube had more than 300,000 videos with the tag “Obama” uploaded this week, and more than 80,000 “inauguration” photos were uploaded to Flickr.

Jim Lodico is a freelance commercial copywriter and public relations/social media consultant. If you’d like help with your social media campaign or communications project, please contact him at jalodico@bizwritings.com.

Like a lot of Boomers, my client in today’s meeting said that, while he had heard of Twitter (which is not the typical response I’ve been getting so far) – he was shying away from it. He had the same reaction I did initially when I became aware of Twitter.

Who’d want to hear about me going to the grocery store? He asked.

(In my case it was: Who’d want to read: I just took the puppy out for the fifth time today. Or: I just got back from the drive-through at Wendy’s…???)

But I took the plunge and signed on to Twitter. And I admitted to my client that at first I asked myself what I thought I was doing. Did I even belong? Like him, I’m interested in results. Would there be any for me?

For months I’ve been gathering more and more info on things like Facebook vs. Twitter, and how to use blogs, backlinks, linkbaiting, and other social media channels. I feel like I’m in an accelerated MBA program – all it’s costing me is my time, which is considerable.

Actually, being a writer and so not a tech person, I feel like I’m back in Sister Kostka’s freshman algebra class – clueless, lost, and frightened that everyone will notice how little I know.

[Caveat: OK - if you're one of the honors kids and know all about this stuff -- proceed on to the blogs and links that feed your soul.]

I’m talking to people like… well, me… and my Boomer client. And anyone else just becoming aware of things like Twitter – and wondering what it means. Or if it’s worth it.

You see, my client is a very, very successful businessman who has created a second career as a motivational speaker, partner in a web design firm (www.SiteBrandBuilder.com), and poet. I learn a great deal from him. He can see the value of a Facebook page and a profile on Linkedin. He just doesn’t want to be that connected through something like Twitter.

Does he need to be? Not if he’s happy with his scope of success and quality of business and personal life. (And he is.)

Are there downsides to Twitter? Sure.

The benefits of using Twitter as a part of your communication can also provide results you could never imagine.  Let me give you a sample:

A few weeks ago, I read a question on a LinkedIn group that I belong to. It was from Michael Stelzner (www.stelzner.com), the white paper specialist. Michael Stelzner originated the first On-line Copywriting Success Summit last October. I attended the Summit — which was excellent — and have a great respect for Mike.

His question was: Is anybody else addicted to Twitter?

This question became a perfect example that I can use to explain to my clients about how social media is directly benefiting my work. Stay with me.

Doing an online conference in October led me to:

• join the LinkedIn social networking discussion group from the summit conference
• which led me to post a comment on the group discussion
• which led me to read Cindy King’s (www.cindyking.biz) very helpful comments about Twitter
• which caused us to become aware of each other
• which led me to watch her name become more prominent across social media
• and influenced my decision to join Twitter and “follow” this woman, in addition to professionals from the summit already on Twitter
• which caused Cindy King, a cross cultural marketing consultant located in Paris to also follow me on Twitter (@writerdiehl)
• which led me to ask her a question about another social media network in Europe that I’m on (Xing www.xing.com)
• which led to her answer to me by email (which was very helpful) and
• she requested that we have a phone conversation to learn more about what I do (www.marcidiehl.com).

Ultimately, we had a 1.5 hour phone meeting.

This is a perfect example of the result of social media networking.

In one week, I gained a contact and valuable resource, and she learned more about me and my work. We exchanged insights and tips, and plan to keep up our contact via Twitter and the phone. All that was missing was a cup of coffee and a table to sit at. I gained by learning some things I should do for my blogs and website, and how I might seek work on an international level.

I’m using this as one example of how fast this kind of thing can start gaining. I’m still learning – but as I learn, the results can be surprising.

And exciting. And yes – ultimately profitable. In all sorts of ways.

Marci Diehl (www.marcidiehl.com) is an experienced, high-level commercial writer and consultant with an unusual background. She’s a content creator and storyteller who believes it’s not just writing-it’s solutions.

In the 2008 podcast report from Edison Media Research, 23 million Americans said they’ve downloaded and listened to a podcast within the last month- the highest number in the three years of Edison’s surveying. The report also shows that adult podcast users tend to be college educated and living in higher income households. Both factors make them an attractive consideration for information-based marketing toolkits.

The content options for downloadable audio are nearly unlimited. Just ask the information entrepreneurs, publishers and chain bookstores who have capitalized on this trend. Yet even for the uninitiated, podcasting can be simple.

Think of them as audio positioning. Just as you might write an article for a trade publication to showcase your expertise, service or product (in an informative, not a hard sell way), podcasts offer expertise, information and even entertainment, in a portable form.

You don’t need to create new content to use this tool effectively. One great example of effective content recycling is the engineering firm Psomas. Operating in an industry that hasn’t exactly been on the forefront of new media or marketing, this firm has integrated new media into their marketing by translating articles written by the firm’s leaders into downloadable podcasts available on their web site. (The print versions are also available there.)

The series of occasional podcasts fit seamlessly into the firm’s efforts to position themselves as sustainable land development engineering specialists in the western U.S. Adding audio clips to their iPod or listening in the office makes it simple for busy executives and those looking for expert information to keep up with the regulations, opportunities and case studies regularly covered in regional and national trade publications.

What would make this effort even stronger? A regular diet of “audio articles” available by RSS feed, so that their busy audience doesn’t need to check back for new material.

If you’ve worked with professional service firms, as I have, you know most tend to be old-school about marketing. But as Psomas shows, new media tools can be a great way to convey your message and execute your strategy- no matter what industry you’re in.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.

You may remember the panic which ensued last spring when Starbucks shut down their stores for a mid-afternoon, company-wide meeting. It was around this time that Starbucks launched My Starbucks Idea which is nothing short of a coup.

In the sake of full disclosure, I drink Starbucks about once a year. I first learned about My Starbucks Idea last April at a PRSA Maryland conference on social media. Although the site was only a month or so old, Starbucks had built an active community with their customers.

The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.

Ideas include everything from asking employees to wear name tags to making ice cubes out of coffee. The site also offers daily surveys such as “What is your favorite sugar free syrup?”

And there you have it. Starbucks is conducting marketing research which used to cost thousands for practically nothing. They have created an open line of communication allowing them to develop products in direct response to customer’s desires.

If you or your company is still struggling with the idea of social media, browse the Starbucks forum from a marketing perspective. If that doesn’t change your mind, nothing will.

Blogging evangelists will tell you that every business-large, small or solo- should have a blog. I disagree.

Sure, blogging is a great way to increase visibility, build your brand and interact with customers and clients. It’s a gatekeeper-free platform for putting your message out into the world. And there are many examples of blogs that have completely changed the way companies communicate with their customers and clients. (Check out this Washington Post article for a few.)

But a blog isn’t an automatic add into your marketing toolkit. In fact, for many companies, starting a blog is simply a bad idea.

Here’s when not to start a company blog:

When you have nothing to say. It sounds silly, but think about this for a minute. Do you know what your blog is about? Can you give it a tagline that sums that up? Do you know who is going to write it? What is the point of view? How will your brand messages be communicated? Who would be interested in reading that and are they really your target market? What exactly will you be writing? Is there an editorial calendar? Ask questions first, blog later.

When you want to sell, sell, sell. Do your eyes (or those of your sales folks) light up at the opportunity to send a constant stream of sales messages into cyberspace via your blog? Being the gatekeeper doesn’t give you license to bombard your audience with sales messages for your products and services. In the right context, blogs can be great sales tools. But information is the key here. If the content you’re providing isn’t interesting, no one is going to read it. And I don’t know anyone who searches Google in hopes of finding daily sales messages.

When you know you’ll never maintain it. I’ve seen this happen a number of times: a company leader gets it into his or her head that a company blog is a fantastic idea. Not just a company blog, but one he or she will write personally. All goes well for a few weeks. But no one’s commenting. The blogger loses interest. If this sounds like you, stop. If it’s your boss, head them off at the pass. Before launching any blog in the name of your brand, be sure you have a firm commitment and schedule for posting on a regular basis, or hire someone to do that. Understand that it might take time to build readership and commit to the process.

When you need to control the conversation. You know who you are. If your business operates rigidly from the top down and every single line of copy you write must be run through legal counsel at least twice, then blogging is not for you. Blogging is all about interaction. You can’t necessarily control where your content goes after you post it, or whether people will comment on that content elsewhere in a way that you’d rather they didn’t. So if a need for control is deeply ingrained in the business culture, save yourself a lot of time and headache. Pick something else.

Don’t get me wrong. Done right, a blog can be an effective marketing tool. But as with anything else in your marketing communications toolkit, having a solid game plan makes all the difference.

Sally Anne Giedrys is the founder of artisan communications, an independent copywriting and communications consultancy that works with businesses and nonprofit organizations to craft compelling marketing and PR messages. For more than 15 years, Sally has been making businesses “sound good” in print and online through a potent combination of great writing, savvy strategy and high integrity communications. Learn more about artisan’s services at www.artisancopy.com. Or reach Sally directly at sally@artisancopy.com.