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.

Overdrive Interactive recently released their “Social Media Map for Social Media Marketing.” The “map” provides more than 150 links OverDrive, “…thinks you should care about.”

For the advanced user, it is a great one stop shop of links and new sites to explore. However, for those new to social media, it graphically captures the perceived confusion which keeps so many watching from the sidelines.

No matter where you fit on the social media competence scale, the world of social media can be overwhelming. There is always something new and a seemingly never-ending list of “must read” blogs, forums and sites all demanding profiles, conversation and constant updates. At the same time, social media is here to stay and those who continue to ignore it risk being left behind by those who understand how to apply these online tools for business.

So what should you do?

Make a New Year’s Resolution to Learn One New Social Media Tool

No matter where you fit on the social media spectrum, make it a resolution to learn one new social media tool and apply it to your business. Here’s a few tips to help you get started:

• Set clear goals about what you want to accomplish using social media. Are you looking for new leads? A better way to communicate with your clients? Expand your business network? Setting clear goals before you start will help you maintain focus as you move forward.

• Use the social-media-map above and explore. Read blogs and other online guides. There is a ton of information out there filled with tips and best practices. Determine which social media tool will help you best accomplish your goals.

• Approach your new platform as a member of the community. This is not the place to spam or shout your message. Use the platform to communicate and converse. Offer something of value and you will  get a response.

• Participate, participate, participate

• Think of your new social media platform as a part of the bigger marketing picture. While you may not directly attribute sales your online presence, your online interactions tell your client something about you or your company. Online discussions can also turn cold calls into warm contacts and help your business stand out from the rest.

Fortunately, the learning curve for social media tools moves quick. For many, the hardest thing is just getting started.

My Personal Resolution

My resolution is to optimize Twitter and further use it to grow my business. I am currently experimenting with both Twhirl and TweetDeck and finding great tools using Tweetlater. Twitter is getting a great deal of buzz at the moment and I am quickly seeing why.

You can follow me at @jlcommunication and I’ll keep you posted on how it goes.

So What’s Your Resolution?

Need a little extra motivation? Make your resolution public. Tell us in the comments below how you plan to use social media in 2009.

Jim Lodico is a freelance copywriter and public relations/social media consultant. To learn more about how Jim can help your business, visit www.jalcommunications.com or contact him at www.jalcommunication.com/contact.

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.

There’s no doubt about it. After two failed marriages, having five daughters ranging in age from nine to 23, and sometime fond memories of my mother, who would unfailingly drive me round the bend… I can safely say men and women are different.

And regardless of how politically incorrect it is to make comments like that in these stifled times, it’s a fact. So deal with it – because it’s always going to serve us well to deal with the world as it is, not how we think it is, want it to be, or think it ought to be.

“Men And Women Have Very Different Ways Of Looking At The World.”

And given the different biological roles evolution has given us, it’s really what we’d expect.

It’s a common complaint women make about men that we retreat into our “cave” when we’re facing some kind of problem or adversity, and we men in our turn complain women just want to talk about stuff when we’re trying to fix things.

What’s really happening is we’re disconnected from our emotions. We still have them, but we’re not feeling them because in times gone by, they just got in the way and male hominids that were able to act dispassionately and even ruthlessly tended to live longer.

Anyway, one consequence of all this is women are better communicators. It’s more important to them and they’re better at it. Moreover, this spills over into the way we want the world to be.

Women tend to be much more touchy-feely and into cultivating a sense of community and belonging. They tend to be more interested in win-win and have a better sense of fairness.

And what this all adds up to is…

“Women Are Better At Social Media Marketing Than Men”

Because that’s what it’s all about: a chinwag. Connecting. Sharing. Community.

Most men aren’t that interested. It mostly doesn’t turn us on at all. We do it because it’s useful, and we tend to like utility, but we don’t tend to do it very well.

Did you read how Matt Bacak has been castigated recently for how he’s handling his social media marketing? I see the points of his detractors, but I also think they’re being a little unfair: Bacak is being a typical guy.

He’s viewing social media marketing in terms of form, function and utility and not in terms of relationship.

It’s a bit of a faux-pas, to be sure, but it doesn’t make him a bad person.

Now, don’t take any of this to mean women are intrinsically “better” than men or the reverse.

We’re better at the things we’ve evolved to be better at. If I want someone to understand how I’m feeling, I’ll pick a woman; if I want someone to come with me to take on a bunch of hooligans, I’ll pick a man.

Note also, we’re all on a continuum. For a man, I’m a very good communicator; Sarah, my wife, has a fairly male brain and is better at reading a map than any woman I ever met. But I can read the same map any way up and mentally turn it round; Sarah has to have it the right way up. And so on.

Most men behave in much the same way in most situations most of the time. And so do most women. As with all marketing, it’s a game of statistics.

“Tips For Men Using Social Media Marketing”

First, remember this is social media marketing. It’s probably going to make you cringe to do a lot of this touchy-feely stuff, but if you want the results, then that’s what you’ve got to do.

If you don’t, you’re going to find yourself with a large female following (because women do like strong, confident men who communicate) but finding it’s men who are actually buying from you. I have loads of female “fans” but only one lady client. I don’t mind too much, because I love women .

Secondly, bear in mind how women like to buy: they rarely respond to a pitch. That’s why many marketers don’t do too well on teleseminars aimed at selling products to women. The women love the teleseminar because of its sense of community and communication… but then they like to go away and buy just like they do in the shops (drives me MAD!).

Thirdly, watch your language. Women tend not to be impressed by talk of wiping the floor with the competition, becoming insanely wealthy just for the hell of it, or driving fast, powerful cars. They’re looking for Utopia.

“Tips For Women Using Social Media Marketing”

Surprised they need tips? They’re supposed to be good at this, right?

Well, it depends whom they’re selling to. If they want to sell to men, they have to talk to men in a way men understand and respond to.

So, don’t write too much about how your products and services are going to improve their relationships, not even with their families. We do care but in my experience, it’s not something we get really excited about.

Don’t be afraid to talk about things which really make you tighten up inside: competition, prestige, status… all those guy things you and your girlfriends shake your heads over.

And finally, remember why you’re doing this. If you’re not careful you’ll gossip your way through the day and not actually ask for the sale. The expression “social media marketing” has the word “marketing” in it for a reason.

“Don’t Think This Is Confined To Social Media Marketing!”

I recently consulted on a project where the target market was women, and the list feeding the project was also mostly women.

And it was bombing.

Why?

Because the sales materials were being written by men and that meant they were being written for men. After I suggested they change the copy to talk about community and belonging and cooperation rather than destroying the competition and eating their children (you know the kind of copy I mean), the change was startling.

It’s happened a couple of times recently.

Another client I was consulting with said, he has tried marketing to women after taking advice from a big-name marketer whose name you WILL recognize, but neither could get it to work.

And I am not in the least surprised, because they simply take their normal marketing message, color it pink and put a “for women” badge on it.

It doesn’t work – and the women it does attract are the more male-brained ones (so when you ask them what’s wrong with your approach they tell you “nothing”, because it does indeed appeal to them).

Because it’s so important and a big unexplored area with most of my clients, Sarah has studied it in depth and knows it even better than I do. It’s a fascinating subject and well worth reading up on.

Ex-bouncer and jiu-jitsu instructor, and recovered computer programmer, Jon McCulloch is a leading independent direct marketing consultant and copywriter, author, public speaker, and entrepreneur.

He’s been featured in the Irish Times, writes a monthly column for the West Cork People, and helps business owners grow their businesses by 50% to 250% within just 12 months with a combination of powerful and ultra-effective marketing and business systems.

Visit John at http://www.small-business-marketing-tips.com.

Maybe it’s because Larry McMurtry is one of my favorite writers, or maybe it’s because as a writer, I often think in metaphors – but lately I see myself this way:

I’m the scout for a wagon train (my client). We’re making our way across the social media frontier in the land of Web 2.0… It’s new territory. The hardy pioneers and I are willing to leave the familiar civilization of yesterday (literally, things change that fast) and venture into the Unknown. Our quest is to find gold, or at least a good site to build on and prosper…maybe we’re growing profit crops – okay, in a recession the quest is to at least stay alive.

My clients are small to medium-sized businesses, and I work hand-in-hand (sometimes figuratively hand-holding) with the owners, executive directors, and VPs. Most of them, including me, have been used to looking at the media-and-marketingscape with traditional tools and information. Many of those tools -print, newspapers, advertising mediums, etc. – are collapsing out from under us. We have to move forward and use new social media productively.

As a writer/consultant, one of the ways I earn my living is by learning, reading, exploring sites, gathering information, figuring out how this can benefit my client — and translating it back to them and to their clients. It’s about more than writing. It’s about thinking, analyzing, and having creative ideas that are based in sound information.

I have to admit, I’m just trying to read signs and keep from getting lost myself.

I’m a scout, not a Wizard behind a curtain. I don’t have magic answers – I don’t claim to know the territory like the back of my hand. I have to rely on my skills, instincts and yes-intuition — honed over years of experience — to read signs. My distinction is in being willing to risk and lead. To seek out useful information and leave the b.s. by the wayside where it belongs. To share that information for the benefit of my clients and colleagues.

As I come up over a ridge on the Web – I see an entire herd of buffalo drinking from a clean river. Information! Opportunity! Connections! Leads! Revenue stream! – I high-tail it back on my horse to the wagon train to tell them the good news.

Time is a precious commodity to people trying to do their jobs, run a profitable business, survive a shake-up – solve a problem. Very few have the time to read sites, read news, learn the latest-and-greatest technology. Part of my job is making time to keep track of what’s happening “out there”… recognize what is applicable and useful to the client… and send a flare by taking the information and idea to the right person. Offering options.

If you turn the wagon train a few degrees to the northwest, I tell them, you’ll be able to eat and drink for the next year.

Wagon trains are always worried about being lost and starving out there on the business prairie.

Will they be brave enough to change course and carve a new path to find resources? The brave thinkers will. The risk-takers will. The ingenious will. The others will go more slowly, but we’re all faced with that new frontier.

There’s a whole population out there who weren’t born into the tech world, and are uncomfortable with using social media. Heck, some of us don’t even know half of what our cell phones can do. But we can’t turn away from the revolution that’s taking place. I’m just saying – you may have to be gentle as you lead. Expect resistance. Some will see the opportunities and you’ll make progress together. But no one can afford to be left behind.

Being a scout can be a lonely job. The trails are confusing at times. There are so many things to check out. The pace of the wagon trains can be frustrating. Sustenance can be scarce. But you also can stumble on the perfect grazing area… a friendly town full of supplies… an unlimited horizon. Things you never knew existed.

As Jim Lodico said to me – you can read so much on the Web that you start feeling like you don’t know anything. You can certainly feel like the Lone Ranger, taking your ideas to a group that works together every day – whose mindset is sometimes in denial, or stuck in the do-as-it’s-always-been-done mode. But then — you connect with the right professional… the right business… a supportive network… a solution… You create a result that is more successful than you could’ve hoped.  The possibility is there in social marketing.

Are you a scout or on the wagon train? Are you excited about living in the Unknown? Are you feeling scared — maybe holding on to your rifle a little bit harder? Where are we headed?

Sit by the campfire and tell me your thoughts. For those of us just making the journey, it’s more likely we’ll “get there” if we help each other find the way.

When you get right down to it, it’s all about creating a productive, successful community. We’re all human. We need support. We seek it naturally. Social media is the natural extension of our need to communicate and thrive together. Only now we’re doing it on a global scale. For even the most cautious noobies among us – that has to be exciting.

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.

Marketing and PR managers in many industries remain skeptical, but the rise of social media offers great potential for businesses looking to increase their visibility. Whether you’re a true believer or not, “new media” has changed the rules. And as marketing communications professionals, we need to change, too.

Press releases are one of the easiest places to experiment. Why? First, optimizing your press releases makes them easy to use and therefore more likely to be picked up by the increasing number of new media outlets as well as traditional media. Second, online press releases aren’t just for reporters anymore. They’re read by customers, competitors, researchers, potential hires, thought leaders, and anyone else who’s interested in your business. They’re easily emailed, copied and shared.

Tweaking your PR content in a few simple ways can increase your visibility and effectiveness:

Make it media and search engine friendly
This means keeping your news releases under 400 words-and making those words count. Aim for brevity and an appropriate density of relevant search terms or keywords. That goes double for headlines.

Make it user-friendly
Consider linking to relevant survey data, background information, company boilerplate or related products for starters. Add links and quick buttons that encourage readers to bookmark your release, share it through social bookmarking sites like Delicious or Digg, or share with a colleague.

Release more news
Issuing short, newsworthy messages on a regular basis helps manage your company’s message. In an interactive social media environment, you can’t control the conversation, but short bursts of regular information, can keep your message out in front and keep people talking.

Get creative
Could you embed a coupon into your press release and track its use back to your campaign? Add video or audio? Links to previous coverage or reviews? Using a social media press release template can spur creative thinking (drop me an email and I’ll send you one to get started).

How are you adapting your press release strategy to a social media environment? Please feel free to share what’s working for you here.

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 by clicking here.