Monday, November 25, 2013

3 Essential Elements of a Good Social Post

Have you ever looked at Facebook and wondered why so many people resonate with one post versus another? Why you aren't getting more traffic on Twitter? It may seem to you that one social media post is just like another, but the reality is good posts have that extra “special ingredient” yours may be lacking.

Although there are many books, websites, and blog postings on what a good post entails (and I have read many of them), Guy Kawasaki has come up with some good points in his book “What the Plus! Google+ for the Rest of Us” that highlights how most posts can be improved. As a Social Media Strategist, I have plucked out some of his ideas, as well as, a few of my own.

Essential Element #1: Curate Good Stuff.Think of yourself as a librarian who has access to thousands of books and every day you have the opportunity to choose one of those books and say it is a “staff pick”. Do you think that carries more weight with library patrons, especially if it is right near the front door? You betcha! Same holds true with good content. If you put your own stamp of approval on other people’s blogs, you are saying to  your audience “Here, I thought you might be interested in reading this.”

Essential Element #2: Have a System to Curate Information.There are many ways to find good blogs, websites, or information on the web, but here are some of the ways I have found to be useful.

  • Twitter. Look at the Tweets of your following, search on certain hashtags, or use Twitter’s search engine ( for keyword searches.
  • Google. If I am looking for a very specific subject matter, such as “new SEO techniques”, I will use Google to see what has been written. I am only interested in fresh content, so filter in information that has only been written in the last 30 days.
  • YouTube. If I want to explain something to my audience and I think it can be better conveyed via video, I will search YouTube for that topic and post the video on my social channels.
  • LinkedIn Groups. If you are active on LinkedIn, belonging to groups can bring you a plethora of  good topic ideas. You can also see what topics are trending in your industry.
  • Your Own Website. Highlighting what you do can be used for a post or be highlighted within a blog.
  • Press Releases. Looking at your own organization’s press releases can sometimes be re-purposed for a blog or highlighted within a social post.
Essential Element #3:  Follow the 3 A’s …Analysis, Assistance, or Amusement. 

Analysis: Share a new report, study, or outcome. Put your voice into the post, by saying something like this:

“Did you know the hospitality industry provides for 1 out of 9 US Jobs? No? Read this fascinating report about the economic impact meetings have on the US economy (URL).” 

Assistance: These are usually tips and techniques your audience can use. Here is an example:
“Who doesn’t want this for their business? 9 Tips to Improve Your Search Ranking (URL).”

Amusement: These posts are intended to show the “lighter” side of your organization — to make people smile or laugh. Here are two examples:

“Please add a caption to this picture (show a funny photo)or

Finish this sentence: “If you were to describe Mulligan Management Group, LLC in one word, that word would be __________________. 
Mulligan Management Group, LLC is based in Hudson, Ohio and provides Social Media Marketing and Implementation. Give us a call at  330.472.7673 for a FREE Consultation! 

Friday, November 22, 2013

Why Everyone in Your Organization Needs to be On the Social Media Train

I have been working and delivering content in the social media world for the last 7 years. I have trained many company employees, non-profits, and individuals on the internal workings of Facebook, LinkedIn, Twitter, and the like. And I have even tried to get individuals involved in posting content on their company’s site.
Most of the time it has been a real struggle for the organization to understand the benefit of this training. But I am here today to share with you why this training is so important and the positive impact social channels will have on your business.
Here are the myths, misnomers, and truth as I see them. After you read this, I would love to hear from you.
Myth and Misnomer #1: People will be posting all their personal stuff on company time. 
Here’s the reality: people will abuse company time with personal things if they think they can get away with it. Personal phone calls, emails and extended coffee breaks happened long before Mark Zuckerberg was even born. Social media and texting are just the new kids on the block.
The truth of the matter is leadership sets the tone for how people behave in the workplace. If they are constantly posting things on Facebook, taking personal calls, or 2-hour lunches, than everyone else will think it is okay to do so, too. If management embraces social and its power, so will everyone else. And as long as policies are set in the work environment about personal postings, you should have no issues.
Myth and Misnomer #2: Sales and Marketing handle all the customer interactions.
No so fast, bub. Yes, sales and marketing have a role in your company but now everyone is expected to sell, know, and have an opinion about your organizational dynamics. Because it is a big, bad digital world out there and because smartphones are so…well shall I say…smart, everyone is expected to know something about everything. Or find it out and get back to the customer. And I am not talking about in 2 days, I am talking about in 20 minutes.
The truth is that everyone in your organization is responsible for the customer experience. From the janitor to the CEO. And how do they find out and contribute to the customer experience? By paying attention and participating in social. Googling their organization. Answering complaints over the phone or over the web. And just plain caring that the customer is taken care of.
Myth and Misnomer #3: Only one person needs to contribute to social. 
One voice is not social. Social is a cocktail party with many voices and many listeners tuning into and out of several conversations. One voice is like listening to a lecture.
The truth is hiring out your social strategy and implementation is a good thing, but what makes your social pages strong and come to life are many voices with diverse points of view. Let’s say you have 10 employees in your company. Wouldn't it be awesome if all 10 participated in someway on the social programming schedule each month? Think of how rich your content would be and how much reach your message would have. And what about if each of those 10 people invited 150 people to like your page? Within a month, you could possibly have 1,500 likes or people in your circle. How awesome would that be?
Just like a train, social takes a while to start up and build steam. It slowly chugs along for awhile and then it builds up momentum and takes off! That is what we want for your social positioning. But let me ask: Is everyone in your organization on the train?
Dede Mulligan is Social Media Strategist for Mulligan Management Group, LLC. You can reach her at or call her at the office at (330) 472.-7673.