Blog

  • There Are No Social Media Experts

    Gus Wagner - Comment (0)

    Sometimes when I am being introduced to crowds during my speaking engagements, the emcee will use the phrase “social media expert” to introduce me even though I have probably submitted a bio which doesn’t use this term. It’s an easy thing to fall back on and I am not offended by it.

    It does cause me to think and change my opening presentation every time it happens.

    When someone calls themselves a social media “expert” or “ninja” or “guru” (whatever that means) they are overstating their abilities and their understanding of social media.

    Let me be clear: There is no such thing as a social media expert. TWEET THIS

    No one can be an expert at the various platforms because they all change and evolve on an almost daily basis. Not even Mark Zuckerberg is an expert at social media because he only knows the true in’s and out’s of Facebook and Instagram. He is making highly educated guesses (insert comment about opposition research here) at the true operations of Twitter, YouTube, Google+ and the other platforms.

    If you are going to call yourself an expert at anything you had better be able to back it up with deep knowledge of everything involved with the subject matter.

    Right before I filmed the video above I was using Facebook’s power editor function. I needed to go back to the main page of the program and the interface had been changed…while I was in the system. After a bit of a tutorial and experimentation, I was back on my feet again but it did slow me down. This is an example of how often and fast the technology of the platforms changes.

    The title on my five social media certifications is “strategist” and that is how I refer to myself and prefer to be referred to when a title has to be applied to me. While I do know plenty about the technical aspects and functions of the major social media platform, I do not know everything.

    What I do know is what strategies work to build and connect with audiences which will actually make your cash register ring, your candidate get elected, and your name to stay top of mind.

    Here are a couple of basic audience building tips to get your strategy flowing:

    No friends and family

    Sure it’s cool to show your buddies from college what your company does and how your brand yourself every day. If you are a storefront business, say a coffee shop, you shouldn’t build up an audience of friends and family from the four corners of the world because they can never spend money with you. Your audience should be made up of dozens, hundreds, or thousands of social media users who can actually impact your bottom line. Anything else is pumping up false numbers for you and will quickly lead to online and real world frustration for you.

     

     

    Speak from your knowledge/heart/personality

    There are specialties professionals can be experts in. If you are the leading expert on free range tomatoes then speak from that point of expertise on social media. Since that is a made up thing, you are probably the only expert in that field but you will own that market online.

    You should also use social media to show the real voices, personalities and other traits of your brand and your people. This is the perfect use of the platforms 1) because your audience wants to see behind the curtain and 2) it’s called social media for a reason.

    Save the pitching for the mound

    Less than 20{1ccf3f7051f621f207bf0b5abe66fecd9fcbebd6ccca57cd81eaf6422f6a0a70} of the content you post to social media should be sales related. This especially applies to coupons, sales, and other bargains you want to promote in every tweet.

    Anything more and two things will happen: 1) your audience will tune you out or 2) you will only develop a bunch of followers who want you for your discount prices. Building an audience of loyal customers and prospects who appreciate your business and your people will help you to build a healthy bottom line and save you plenty of frustration in the long run.

    Follow our policy of educate, inform and entertain

    Check out this post regarding how we approach our own social media efforts for The Rocket Group. You may find an idea or three which will work for you as well.

    As always, be sure to connect with us on social media and email to stay ahead of your competition.

    And beware of ninjas and gurus!

  • A Look At the Social Media Strategy of The Rocket Group

    Gus Wagner - Comment (0)

    We spend a lot of time launching and managing social media campaigns for clients but there is also a big concentration in the office on our own posts, tweets, and other content.

    The goal with our content falls into three categories: educate, inform and entertain. 

    If the posts don’t do any of those three things we aren’t doing a good job for our audience.

    The point of meeting those criteria is it forces us to create or curate content that you will stop and pay attention to. If we wanted to post coupons or discount prices all day long on Facebook, that is what you would come to expect from us (or any brand) and if the content didn’t do that you would quit engaging with it.

    We educate through showing marketing techniques for use across the web and the real world. Sometimes this content is our own but mostly it comes from other sources. As a matter of fact, all brands should follow the 80-20 rule where the maximum of your own content is 20{628954cb2bad821921117287c23504a7919be1893c483613421612ad8712cddb} of what you post.

    And your sales pitch content should only be 5{628954cb2bad821921117287c23504a7919be1893c483613421612ad8712cddb} of everything you post online.

    There is also a large effort here to inform our audience of items we find interesting. We are big advocates for our home state of Missouri so you will see a lot of tweets about The Show-Me State. When we see career opportunities that fall into our audiences interests here in Missouri we share those as well (we actually have some great success with these types of tweets). Also, if there are contest, event, or even cool concert or sports happenings happening we share that information.

    And of course we aim to entertain. The concert and sports tweets are part of that but we also add our pithy comments to retweets or Shared posts on Facebook. Doing so allows us to show personality which in turn helps to foster a relationship with you.

    We always want you to have fun with marketing, and the work we can do together, so if you can read and watch our content and it makes you laugh or think – then we are doing our job.

    The other thing we do with our own channels across Facebook, Twitter, YouTube, etc is to use our own content as a laboratory to test new methods of posting, sharing, and creating. You will see more of this type of effort on our Facebook page but we experiment across the whole social spectrum.

    It’s better to do this with our content than with client content!

    As you will see on most of our blog content on this website, we experiment with video blogging as well. The videos are usually me sitting and having a conversation with you on a marketing topic. These are all filmed cold, with limited notes, in my office talking to the camera. The transcript of the video is then used to craft a post like this one. If you look at the video transcript and this content, they have the same theme but don’t neccesarily match up.

    Our goal, as it is with client work and as it should be with your own marketing, is to drive you from social media to our website, to our email list, to a deeper connection, to a possible business opportunity.

    We want to educate, inform and entertain you with our social media content. More importantly we want to become an asset and a partner for you as you navigate the waters of these ever-changing platforms.

    Keep on coming back here to the website, follow us on Twitter, Like us on Facebook, hit all the sharing and retweeting links you can and let’s talk about working together someday soon!

    Thanks for the time,

  • The Schoolyard Bully & AstroNetTurfRoots

    Gus Wagner - Comment (0)

    Did you ever get into a fight on the schoolyard, see the enormous kid in front of you and wish you had an entire army to back you up?

    We all still run into situations like this in the adult worlds of business, politics and government. The difference is that as an adult, you can build that army to back you up.

    Welcome to the world of AstroNetTurfRoots.

    From successes, failures and experiences in business, government, and politics, I’ve learned something important: That any organization can combine its current and future online fans into an empowered, committed and educated army of advocates for its goals of real-world action.

    As adults, our playgrounds are bigger and more connected than they were when we were kids. Great web design and well-executed social media strategy will make your army more powerful — and carry your message much further — than you ever thought possible.

    To learn more about advocacy and AstroNetTurfRoots, check out the video embedded here or contact us. We’re here to rock some AstroNetTurfRoots for your cause!

  • Jefferson City Social Media

    Gus Wagner - Comment (0)
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    Our 2014 Social Media classroom series here in Jefferson City, Missouri has taken off with flying colors…along with learning, sharing, problem solving, Likes, Shares, and Retweets.
    Join us for one, or all four, of the classes in this series to help your social media efforts be more successful. Hit the links below for information on what each course will cover and to register. All classes are held at The Space co-working complex here in Jefferson City and begin at 3 PM and end at 5 PM.
    I won’t leave until all of your questions are answered!
    Eventbrite - Social Media Success Stories...and Ones Which Failed. (Jeff City Social Media)
    Eventbrite - Social Media 201 - Jeff City Social Media
    Eventbrite - Twitter 201 - Jeff City Social Media
    Eventbrite - Facebook 201 - Jeff City Social Media
    Gus Wagner is also available for private training sessions for individuals and groups as well as public and private speaking opportunities.

    Classes in the past have included Social Media 101, Social Media 201, Facebook 201, Twitter 101, Twitter 201 and a session on Google+, LinkedIn and YouTube. We do have a second round of classes planned to take place before the end of 2014 as well.

    Classes from the past may be repeated again in the future if you demand it enough.
    Classes may be cancelled and refunded due to participation levels.

    These classrooms are set up in a presentation format with open conversation and a hands on laboratory at the end of each one. I don’t leave until all of your questions are answered!

    A quick sample of the classroom set up and content
    n
    See Also:
  • Quit Liking Things on Facebook

    Gus Wagner - Comment (0)

    Several small businesses recently closed their doors in mid-Missouri, and the news spread like wildfire on Facebook. This kind of social media marketing happens many times each day all over the world, but the buzz that businesses get on Facebook after they’ve shut down always makes me shake my head.

    After the doors have closed, it’s too late to lament the loss online. To paraphrase the famous line in Airplane: “Smoke ‘em while you have ‘em.” 

    Facebook fans generally love to promote their favorite small businesses. Today I want to tell you why likes might be the easiest way to interact on Facebook, but that they’re not actually always the most effective way to support small businesses.

    There are three ways to engage on Facebook that are far more powerful than liking a business page:

    1. The Share
    2. The Check-In
    3. The Comment

    The woefully under-utilized Facebook Share button allows you to add your ringing endorsement or pithy comments to the Facebook Timeline of your favorite brands and businesses (and friends).

    Shared content is published on your timeline for all of your friends and subscribers to see. This is just one way social media content goes viral. (Think of all of those funny vintage greeting cards you’ve shared about wine, parenting, and politics…it works the same way when you support your local winery, BBQ joint, or clothing store.)

    Facebook Check-Ins are another great way to engage with small businesses. When you physically go to a business, you can check in at their location on Facebook. This interaction shows up in your Facebook timeline, allowing your friends and subscribers to see your real-life support of your favorite Missouri businesses.

    Leaving comments on Facebook business pages is another way to promote businesses on Facebook. So the next time your favorite store or restaurant gives you a great product or service, stop by their Facebook page and give them a virtual pat on the back.

    The Share, the Check-In, and the Comment all supersede the Like in Facebook influence and viral power, so the next time you want to help a favorite Missouri business, engage with their Facebook page by sharing, checking in, or commenting.

    Are you a Missouri business owner or membership organization? You can use what you’ve just learned to encourage greater Facebook interaction with your customers or members. Check out this post, “On Facebook, Do What Works” for some specific tips.

    Keep in mind that social media is a constantly evolving set of tools, and that you should be constantly testing methods, content, and even times of day to see what works best for your business.

    There are so ways for customers and businesses to communicate using social media. The first step to making the most of Facebook business pages is to quit just “liking” things, and start sharing, checking-in, and commenting.

  • The Rules: Social is 24/7

    Gus Wagner - Comment (0)

    Gus Wagner of The Rocket Group on the 24/7 nature of social media marketing.

    Fast Company magazine recently published an almost-entire issue about Social Media. One of the more notable pieces of the magazine was an infographic called “The 36 Rules of Social Media” (shown and linked to, below).

    I thought I would share some thoughts on what these rules mean to small businesses in Mid-Missouri and offer some advice and insight on applying these principles to your social media plan.

    The video above discusses Rule #7: “Social is 24/7. Not a one-time stunt.” This advice comes from David Wertheimer, president, digital, Fox Broadcasting.

    Enjoy the video, and as always, thanks for the time.

    -Gus

  • Portfolio: Tobacco Is Not A Vegetable

    Gus Wagner - Comment (0)

    Recently we completed a marketingnpackage for a first-time author, Tim O’Neill.

    Tim has written a book about hisnlife’s journey and having to defend that journey at the pearly gates. The bookngoes by the awesome name of “Tobacco is Not a Vegetable.”

    To promote the launch of the booknand to help drive recognition of Tim’s efforts to key audiences, we developed anSocial Media plan based on key quotes from the passages of the book andndesigned graphic images for Facebook page content. We also produced a couple ofninterview videos with Tim which can be seen here: http://youtu.be/o1JmhgOpSKA and http://youtu.be/Eh1ko8OHv_E

    Highlights of this Facebookncampaign can be seen below. We were able to grown Tim’s audience from zero to ancouple of hundred by the end of the campaign, raise local media attention andndrive attendance to his book signings, and help him to peak in the top 2000 ofnbooks sales on Amazon.com.

    We thank Tim for hiring us tonmanage his online success story and recommend the book to everyone as well.nCheck out TobaccoIsNotAVegetable.com for the Amazon sales site.

  • Top 6 Things to Avoid in #AstroNetTurfRoots

    Gus Wagner - Comment (0)

    As your mid-Missouri membership organization embraces #AstroNetTurfRoots to engage with elected officials, there are a few things we recommend you steer clear of. 

    The Top 6 Things to Avoid in #AstroNetTurfRoots:

    1. Being a Pest: Don’t use ‘form letter’ type messaging, and don’t blindly attack people who have no idea who you are. People who behave this way online are called ‘frequent flyers’ and they are largely ignored and dismissed — and blocked.
    2. Forgetting City and County Leaders: Regulations that impact you are often occurring at or being discussed at this level.
    3. Trolling: Don’t attack, start online fights, or join existing online fights. Be professional.
    4. Avoiding Respectful Disagreement: Don’t be afraid to follow and sensibly engage with your loyal and respected opposition. (You’ll be surprised when you need to expand your base of allies who will step forward.)
    5. Using PR-Speak: Use personal terms, and speak honestly.
    6. “Thomas Dolby”-ing Them: Don’t try to “Thomas Dolby” officials in your interactions, blinding them with science.

    If your membership organization is trying to engage with and influence the hearts and minds of elected officials in Missouri, don’t miss this post on the 17 Ways Membership Organizations Can Practice #AstroNetTurfRoots

  • Facebook LikeAPaloozas are Bad for Non-Profits

    Gus Wagner - Comment (0)

    As we’ve traveled Missouri on the #SocialIRL Non-Profits tour, something has come up that we need to address: Companies that partner with NPO’s to get like’s for their business Facebook pages in exchange for monetary contributions to the NPO they’ve partnered with.

    The words I have used publicly about this practice are “STOP THIS!”, and the words I have used in private are more colorful.

    LikeAPaloozas are a bad idea.

    Here’s why:

    First, and most importantly, the LikeAPalooza is a violation of the Terms of Service both your non-profit and the other company agreed to when each of you established your brand’s Facebook pages. There are a lot of underlying rules about this, but the bottom line is that you are not to trade likes for money or product.

    Second, wouldn’t you rather have 500 new Facebook fans for your non-profit than $500? Won’t sharing your good news story with those 500 new fans be more valuable to your cause in the long term than having $500 in your pocket in the short term will be?

    Facebook audiences are not looking to connect with brands (including non-profits) without a call to action. Customers are motivated to connect with brands because there’s a benefit in it for them; whether that benefit is a coupon for a pair of Levi’s or a sneak peak of a new product or service.

    LikeAPaloozas are a bad idea for your non-profit. It’s more valuable for your non-profit brand and for your supporters when you use your Facebook page to share your mission than it is when you use it to host TOS-violating Facebook LikeAPaloozas.

    Questions? Drop us a line at the contact link above.

    See also: STOP LIKING THINGS ON FACEBOOK

  • Get Your Name for Christmas

    Gus Wagner - Comment (0)

    What do you want to findnunderneath your Christmas tree and what do you really need?

    Now that all of the BlacknFriday’s and Cyber Monday’s are over. I would suggest you should ask Santa fornyour name. Well, at least your online one.

    You have probably Googlednyourself before to see what the internet has to say about you but have you evernlooked up to see if your personal name (Gus Wagner for example) is available asna domain? Chances are it might be available and, if so, you should grab it nownas an investment in yourself.

    Most registry services, we currently prefer GoDaddy, allow you to register your domain name for around $10 a year.nIt gets more affordable as you add years to your subscription as well.

    Owning your own name also allowsnyou to have a truly personalized email address like, Farrah@FarrahFite.com ornsimilar. It’s the 21st century and you shouldn’t be using AOL, Gmail, or Outlook.com for your professional email address. TWEET THIS

    What else can you do with yournpersonalized domain? You can create your own website about yourself and yournprofessional or personal achievements or you can point the domain to go to yournLinkedIn or Facebook account thereby making it easier for people to find you.

    So unless you want your name tonbe owned by someone else with your name, or someone that just wants to own yournname, be sure to ask Santa for your domain for Christmas. TWEET THIS

    Or just buy it for yourself!