Categories
Career changing

Demystifying Twitter

Demystifying Twitter

What can Twitter do for you, the independent writer? Let’s look at demystifying Twitter in all its glory.

Demystifying Twitter: What’s the Big Deal About 140 280 Characters?

Twitter is essentially a microblogging service. You broadcast your thoughts to the ether. Some of those thoughts, to be sure, are more interesting than others.

Many of us know someone who tweets about everything in their lives. It’s dull, it’s dumb, and you want to throttle them half the time. Their cheesecake is not fascinating. Their slow bus to downtown is not riveting. You don’t much care why they didn’t buy a particular pair of sneakers.

We may also know someone who’s a lot more fascinating. I’m not talking about celebrities, who have other sources for their cachet. Instead, I am talking about people who just seem to be more interesting, or at least their tweets are. Or at least they are funny or relevant.

Guess which one you want to be like?

Two Lives

On much of social media, when you are an independent author, you lead two lives. There is your personal life where you have friends and family, but there is also your professional or semi-professional life. Even if you never sell (or never want to) a syllable of your work, if you want to improve, you’re at least in the realm of semi-professional.

Demystifying Twitter: Two Twitter Accounts?

That might not be such a bad idea. One for yourself, for your political opinions, your questions about the universe, your tweets to customer service when something goes wrong ….

The other? For writing. This can be for talking about what you’re doing, and even teasing it a bit. For reporting your NaNoWriMo progress, if you like, to your cheering section. Also, for #PitMad and #MSWL. For the hashtags #amwriting and #amediting, too.

Demystifying Twitter: A Little More About Hashtags

Engagement is the name of the game on Twitter. You want to, you know, actually tweet with people. Soooo…. what do you do? Well, if you start following hashtags you like, then you will start to see the content that you like.

And that means your stream will be more fun, more inspiring, and more of what you want. Pretty cool, huh?

There is more, of course. I’ll get to it soon. So stay tuned!

Categories
Book Reviews Community Management Quinnipiac Social Media

Book Review – Likeable Social Media by Dave Kerpen

Book Review – Likeable Social Media by Dave Kerpen

Dave Kerpen has a rather interesting book here.

Likeable Social Media

Likeable Social Media by Dave Kerpen
Likeable Social Media by Dave Kerpen (cover image is from Amazon)

This book was required reading, as a part of my Community Management class at Quinnipiac University.

And it made for an excellent read.

For Kerpen, a lot of social media success comes from listening to, and then surprising and delighting customers and potential customers. Are your posts what they are interested in? If you received this post, would you bother clicking on it?

Case in point for surprise and delight

In May of 2015, my husband, parents, and I went to a Mexican restaurant in my parents’ town. We have eaten there before, but not so much that they know our names or our usual orders or the like. My husband and I don’t visit my parents too often. And he visits them even less than I am. To the restaurant, even if my parents are repeat customers, my husband and I surely don’t look like repeats.

There was a short wait until we got our food. Without prompting, we received a little appetizer, which mainly consisted of little breaded and fried mashed potatoes, configured a bit like sticks. There were three bits of sauce in different colors. The potatoes and sauce, most likely, were leftover odds and ends. It may have taken the chef all of ten minutes to make the dish. I didn’t see anyone else getting the appetizer. We thanked the server. The appetizer tasted good.

We were served our food, and you’d think that would be the end of it. But it wasn’t. We didn’t order dessert. But we received a plate of flan and four spoons anyway. No one asked us; we just got the flan (it tasted really good). We weren’t charged for either little extra.

These twin activities impressed us, so much so that I’ve even linked back to the restaurant. Win-win!

Surprise and delight your customers. Or, as I’d like to say, where’s their flan?

Being Likeable

By no coincidence, Kerpen named his company Likeable Media. From its positive name to its obvious association with Facebook, the book and the company are all about creating positive and meaningful experiences for customers and potential customers. Kerpen begins with listening and with careful, accurate, and specific targeting. E. g. not all women in their 50s have the same interests. He strongly urges marketers to dig deeper. He also encourages them to have empathy for their customers. Is a post interesting? Would it be welcome to the customer base? The first fans should be preexisting customers, with perks for the really rabid fans. Another skill to master: engaging in a true dialog. This means not just accepting praise, but also effectively and expeditiously responding to complaints. It also means owning up to your mistakes when you make them.

Honesty

Kerpen advocates authenticity, honesty and transparency in dealings, and promoting an exchange by asking questions, which goes right back to listening. From listening, comes the surprise and delight. Did the restaurant hear us complaining about slower than normal service? Possibly. The appetizer and the flan certainly helped to quell those complaints and win us over.

Because he’s talking about social media (and not restaurant service), Kerpen’s flan moment doesn’t just cover coupons and offers. It’s also the sharing of stories as social capital. Some of this includes stories of the company (e. g. how a product was invented that spawned an industry). But it also encompasses the stories of the customers themselves. Imagine being a soft drink company and asking customers who drank your soft drink during their first date to share their love stories?

Finally, rather than hard selling, Kerpen exhorts marketers to simply make it easy to buy. Good products and services will always have customers. Generally, you don’t need to massage demand. But you do need to make it easier for customers to open their wallets.

A terrific, breezy read, well worth your time.

Rating

5/5 stars

Categories
Book Reviews Content Strategy Facebook Google+ LinkedIn Quinnipiac Social Media Social Media Class Twitter

Book Review: Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

"Book

Jab, Jab, Jab, Right Hook is a bit too cleverly named, but the premise is an interesting one. Essentially, what Gary Vaynerchuk is saying is, little bits of content and engagement which reach your potential customers are the setup for the big finish (which is not really a finish, actually) of a call to action and an attempt to make a sale.

The other major premise of the book is that all platforms have their own native quirks and idiosyncrasies. Therefore what is reliable on Pinterest, might fall flat on Facebook. What is killer on Tumblr might get a shrug on Instagram. And what is awesome on Twitter might bring the meh elsewhere.

Breaking Down What Went Wrong, and What Went Right

The most powerful part of this work was in the analysis and dissection of various real-life pieces of content on the various platforms. Why did something not work? Maybe the image was too generic or too small or too blurry. Or maybe the call to action was too generic and wishy-washy, or the link did not take the user directly to the page with the sales information or coupon. Or maybe there was no link or no logo, and the user was confused or annoyed.

While this book was assigned for my Community Management class, the truth is, I can also see it as applying to the User-Centered Design course at Quinnipiac. After all, a big part of good user-centric design is to not confuse or annoy the user. Vaynerchuk is looking to take that a step further, and surprise and delight the consumer.

Give people value. So give them what they want and need, or that at least makes them smile or informs them. In the meantime, show your humanity and your concern.

And work your tail off.

A terrific read. Everyone in this field should read this book.

Rating

5/5 Stars

Categories
Book Reviews

Avinash Kaushik’s Web Analytics 2.0, a Book Review

Avinash Kaushik’s Web Analytics 2.0 – Yeah, I’m a Fan

Web Analytics Matter!

We Go Way Back

First of all, the first book that truly caught my eye and made a huge impression on me was Avinash Kaushik’s Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity.

Web Analytics

As a (hopefully) former data person, I can relate to the idea of needing web analytics. E. g., the measurements of how your website does. Why do you want to measure with web analytics? Why, you need to see whether your message is actually going anywhere.

For e-commerce sites, the ultimate test is, naturally, whether you’re getting sales. But it’s hard to tell – particularly in a complex organization – whether the website drives sales or offline marketing efforts. And even measuring orders via these channels may not tell the entire story, as customers may see offline advertising and then come online to buy, or they may do the reverse and buy in-store after researching a product online. Or they could just be coming online to think about it and compare and mull it over and could convert to a paying customer days or weeks or months later. Or never.

What if You’re Not in e-Commerce?

And what about sites (such as my own) where nothing is offered for sale? My ultimate customer becomes, of course, someone to hire me, either permanently or temporarily. And this would mean as a consultant or a partner or a founder or a director or whatever, but that might be months away. What happens in the meantime? I might be able to dope some of that out with SEO and seeing where I am in search engine rankings, but just because people can find my site doesn’t mean they’re going to convert into hiring me or are even in a position to do so. My mother (hi, Mom!) can find my site and read it, but she won’t hire me any time soon. Unless I want to come and clean the gutters or something.

How do you or I know what’s happening?

Enter analytics.

It is, admittedly, still an imperfect science. But Mr. Kaushik breaks it down and describes the reports that you need to understand what’s happening with your site. He talks about what is essentially a Trinity strategy: experience, behavior and outcomes.

User Experience

It’s not enough to just track sales (outcomes). It’s also about user experience and behavior. This is much like in the offline world, if you think about it. Going to a restaurant is an experience and many of them are packaged as such. But it is a far different experience going to a McDonald’s or a Chik-Fil-A versus a Bertucci’s. And that experience differs from going to Legal Seafood’s which in turn is different from Blue Ginger (celebrity chef Ming Tsai’s restaurant). You can intake the same amount of calories. You might even be able to get in the same quality and types of nutrition. And you might enjoy a Big Mac as much as you enjoy one of Chef Tsai’s specialties. Aside from price, what are the differences?

What Sort of User Experience?

When you go to a McDonald’s, a part of the price is wrapped up in the experience. For chain entities in particular, it’s about sameness and predictability. If you find yourself in rural Oshkosh and have never been there before, you see the golden arches and you realize what to expect. For Bertucci’s, even though it costs more and there’s table service, there’s a similar vibe. You go there because you can depend upon it to be a certain way. And Blue Ginger is also dependable in the sense that it’s very upscale so you know you are going to be treated a certain way and it will look a particular way and presumably the food will taste in a way that reflects that kind of investment, both by you and by Mr. Tsai and his team.

Enhanced User Experience

Mr. Kaushik shows how understanding analytics can help you to enhance user experience.  And this, ultimately, drives user behavior. While conversions (sales) are the ultimate in user behaviors, he doesn’t forget about other valid behaviors.

Hence for the e-commerce site, product research is a valid and valuable behavior. So is printing a map to a brick and mortar store. Or comparing prices.

And for a non-e-commerce venture (again, I’ll use myself as an example), valid user (reader) behaviors are things like reading my writings and getting to know me. I put myself out there in order to be known, because that’s a piece of the hiring puzzle (why are there interviews — it’s not to know about skills, which should already be known. It’s to see if there’s a personality and a culture fit). Plus it enhances networking. Know me, think I’m worthwhile (at least, I hope you do) and you might think of a place where they might need me, or someone I should meet. And I do the same, in turn, for you. And cosmic karma gets us both into better places.

Back to the Book

But I digress. Let’s get back to the book.

The book has a lively, engaging style. It’s long but I sailed through it. And Mr. Kaushik (who is very gracious and seems to be very approachable, by the way) is clearly having fun and loves what he does. It’s a refreshing joy to read a book where the author is constantly delighted.

Read his book. Learn about analytics. Make the web a better place.

May your bounce rate be low, and your conversion rate high!

Rating

5/5

Categories
Career changing

Time-saving Tips from the Angels at HootSuite

Time-saving Tips from the Angels at HootSuite

Time-saving Tips? Sign me up!

Everybody’s busy.

Time-saving Tips
HootSuite Owl Van (Photo credit: Scott Beale)

Here are some time-saving tips from the angels at HootSuite. Everybody’s got a lot on their plate. Not to worry. HootSuite to the rescue, to help you manage all of those little social media bits and bobs that we all deal with, every day.

Make an Influencer List

Or just a list of important folks.  Or people who can help you succeed. Whatever you want to call it, use Twitter (or HootSuite itself), to separate the wheat from the chaff. If you’ve only got five minutes to look at your social media streams, populate this list with people you must read.

Curate Content and Auto-Schedule Using the Hootlet

It’s a little Chrome extension. And all you have to do is, click the owl, pull down on the drop-down to select the stream(s) you want to add the content to (just like in the full-blown version of HootSuite), modify the content if you wish, and either schedule manually or click schedule or Auto-Schedule.

Frankly, I’m having trouble envisioning how HootSuite could make it any easier.

Add Content at the Right Time for the Right Network

HootSuite says this so well that I’ll just quote it in its entirety –

Consider planning your posting to meet these times. For Google+ the highest engagement comes from 9-11 a.m., so maybe you can connect with a follower during breakfast. … Twitter it’s 1-3 p.m. and for Facebook it’s 1-4 p.m., perfect times to engage one or two users during your lunch break. For Pinterest it’s 8-11 p.m., and Instagram 5-6 p.m. —after work hours when you can likely spare a few minutes to interact with your following. When you don’t have time to use social media while you work, it helps to fit it in during quick breaks.”

I would add, make sure to keep these times in mind when auto-scheduling.

Share and Repurpose Great Content

This is what I’m doing right now!  In his great book, Optimize, Lee Odden advises, in Chapter 9, to adopt an “Oreo Cookie Tactic”.  That is, take content and add your own introduction and conclusion, with the content placed in between and properly attributed, of course (see page 118).

I love this tactic, not only because it is an easier way to add content (particularly when inspiration is harder to come by), but also because it promotes the Rule of Thirds, e. g. one-third of social media content should be about the content creator’s wisdom being imparted, one-third should be the content creator’s personality, and the final third should be the promotion of others’ content.

Evan Page has written an excellent article and I highly recommend that you read the original source material as well. His Time-saving Tips never seem to go out of style.

Categories
SEO Site Development

SEO and its discontents

Search Engine Optimization (SEO)

Discontents and SEO?

SEO and its discontents

Now, I am no expert by any means.

What really is Search Engine Optimization? discontents
What really is Search Engine Optimization? (Photo credit: Go Local Search)

But I know it’s important and so I’m going to take my shot at trying to optimize things as best as I can. The fact that the site and this blog are already on Google (and I already pretty much own jespah as a keyword – I’m #2 on Google already) is encouraging.

An Early Hint

In 2010 I met Kevin Palmer for a networking meeting, and told him I was interested in creating a new site for myself. And he told me — it’s like three legs of a stool: Content, Design and SEO.

Content I’ve got. I’ve got content coming out of my ears. I’ve got stuff to write like, like Carter’s got Liver Pills as my Dad would say.

As for design, I use WordPress. It is far, far simpler to just use their templates. They have an excellent understanding of how to put together a sweet-looking website and give it some style. And it’s mine and I made it and I am not only fully responsible for the content, I am also responsible in every way for its design and usability. With the help of WordPress, it’s prettier and more usable than ever.

SEO

But then there’s SEO. My friend, Robert Gentel, who runs Able2know, which we both manage (he’s the owner, I’m the Community Manager/Project Manager/Chief Cook, etc.), is an SEO whiz. I have talked to him about it a little bit. As I spread my own wings, I also learn from classes at Quinnipiac and from looking at Google’s own tools and, frankly, from my own experimentation.

I’ll either fly or fall onto the pavement. The first option is more attractive, so SEO it is.

Oh and the title? It’s a play on Freud’s book. I’m not a big Freudian but I do love the title.

Sometimes a title is only a title.

Categories
Career changing Personal

Reinvention

Reinvention

Reinvention for fun and, hopefully, some profit?

Moving Onward and Upward

Reinvention is such a lonely word, isn’t it? We are so used to being one way, and the world is used to it, too. But then there we go, screwing it all up.

I mean, changing it up.

Oops, I mean, improving ourselves.

Changes

For quite a while, Adventures in Career Changing ended up somewhat stagnant. At the same time, I ran a blog for independent writers called Lonely Writer. The numbers for that other blog were not so great, and they fell off dramatically after I graduated in the summer of 2016. Furthermore, it was costing me some bucks. Hence I decided to simply not allow that URL to renew when it came up again.

Instead, I decided to combine the two works, back here, on Adventures. Because career changing, for me, has also been about writing.

Cosmetics

You may have noticed me making some housekeeping changes. There is a lot more color. The theme is considerably livelier. But beneath the surface there is another change, and it is not merely a cosmetic one. For these changes also contain adding the Lonely Writer videos, updating what I post here, and what I put on Facebook as well. And Twitter (or Twitter here). Plus of course there is still a YouTube channel, although I may eventually figure out a way to rebrand it.

Some things cannot be changed (such as the audio in preexisting YouTube videos). But for the most part, I have changed anything that can possibly be changed.

Going Pro

These transformations are folding Lonely Writer into my professional social media brand.

But please do not worry! What is free is still free! Rather, I want to introduce you to what I can do. So, that is another purpose behind this particular blog post, okay?

I can blog about virtually any topic. I can create WordPress sites, and I can develop and manage them. See, I can get you started on social media platforms. And I can help you with SEO.

As a freelance blogger, my job is to write about maritime law one day and ad retargeting the next, and then about real estate a few days later.

In the old, pre-Internet days, people like me would put out a shingle.

So here’s my shingle.

Categories
Career changing Personal

The Future of the Lonely Writer

The Future

The future? Well, more specifically, I mean the future of the Lonely Writer website.

Lonely Writer Speculating About the Future
The Future of the Lonely Writer

Wait, what?

So as some readers may recall, I started this website as my capstone project at Quinnipiac University. I needed the project in order to graduate with a Master’s in Science in Communications (social media). Well, graduation happened in August of 2016. However, I had paid for the domain until the end of March of 2017. It seemed silly to try to cancel early.

But now it’s March of 2017.

Changes

Hence I want to change things up. My life has gotten considerably more busy since I graduated. I currently work four part-time work from home jobs, all centered around various tasks having to do with blogging. I also podcast every month and I blog for that podcast and for its parent podcast. Furthermore, I still blog about social media and even about fan fiction.

In addition, I still write and still work. I always try to get more of my work published. As a result, I just plain don’t have the time for yet another domain. Most noteworthy, I’d also like to save a few bucks. This project does … okay. Yet Adventures in Career Changing does better.

Therefore, I realized: I should combine the two.

What Will Happen?

The Lonely Writer YouTube channel and Facebook groups will both live on. And the Twitter stream won’t be going away, either. They do not require as much work as a separate blog. Plus, they are also free of charge. I am only talking about this domain and the blog posts.

So, where are they going? Why, they are off to Adventures in Career Changing! As a result, the blog URLs will change, and the blog posts themselves will be removed for later re-posting. I will change them up, too, so they will be more up to date. That’s all. So don’t worry, okay? This advice and this work will not be gone. It’ll all just move down the street.

Thank you so much for reading.

Categories
Career changing Personal

Lonely Writer

The Lonely Writer

Are you a Lonely Writer?

Independent writers can sometimes be rather lonely indeed. You can feel as if it’s just you in a sea of promotions, prompts, social media, and writer’s block.

Adventures in Career Changing | Green | Lonely Writer
Green

I’m here to help you. I am getting my Master’s degree in Communications (social media), and this is my capstone project. Yeah, I’m being graded for this! I might just continue after graduation. Furthermore, I can see there is a need out there, for a sharing of this sort of expertise.

I am also a published author. I write or do something regarding writing every single day. Plus, I just so happen to be a retired attorney, and I used to work in databases and even voice recognition. My resumé is rather eclectic.

Balance

I seem to have a pretty balanced brain, in that I am not too far over on the artistic side (right) or the analytical side (left). However, I tend to split the difference. Or maybe it’s just my genetics. Because my father is a retired engineer and an inventor, several times over. And my mother is a retired reference librarian. This stuff is in my DNA.

So with such an odd and varied background, I have become what you, too, need to be:

  • Organized
  • Artistic
  • Persistent
  • Legally savvy
  • Open to all sorts of possibilities

Help

I know you need some help, or maybe just a sympathetic ear. And believe me, I know! Just between you and me, we have to wear a ton of hats. Writer. Marketer. Accountant. Lawyer (or at least paralegal). Editor. Cover artist.

Fortunately, you are not alone.

And I am more than willing to share my expertise and my experience. So let’s explore, together, how to navigate the waters of being an independent (no agent yet) author, whether published or not. I’ll provide videos and cheat sheets for you to refer to, so you’re no longer in the dark.

We’re gonna make it.

We’re in this together.