Everyone is jumping on the social media train these days, but many are doing it wrong.

What is wrong? Trying to be everywhere at once.

Social platforms differ in audience demographics, culture, and engagement. And to be efficient, it’s best to chose which ones fit your business type and master them before moving on.

Example, Pinterest is a social platform mainly comprised of women. Even though the male audience is growing, it’s still about 2/3 female. So if you have a construction business, this may not be one of the first social platforms to master. But if you sell men’s retail, it would be perfect because women enjoy shopping for the men in their lives.

I tell my clients that it’s best to choose 2-3 social platforms carrying a heavy majority of their target audience to start with, and then branching out when the time comes. This allows one to adequately grow, foster and maintain a consistent social presence.

It’s better to manage 2-3 social platforms with excellence than trying to establish credibility on every platform.

I do believe every industry type can gain success on every social platform. But it’s wise to narrow the field in the beginning unless you have the resources and money to do it correctly.

There are two truths when it comes to choosing social platforms for your business.

1. Where you spend the most time, is where you will be successful. Regardless of where that is.
2. Not every social network is worth your time. Choose wisely.

But the tough part will be choosing which platforms to start with.

To begin, research where your competitors are the most successful and where your target audience most hangs out? If you’re a lawyer, Pinterest will not be one of your core kickoff platforms. But if you are a photographer and don’t choose Pinterest – you’re missing out.

Example, one of my clients is a non-profit that offers fine art workshops located in the western North Carolina mountains. It’s a nonprofit with a tight budget, so they chose to start with two social platforms. For the industry type, I picked Facebook and Pinterest to be our initial platforms for the first 6-9 months because they both specialize in visual content and boast the largest target audience for the program. The director initially started a Twitter account, and although it’s a suitable platform for the arts, it will not reap the benefits of Facebook and Pinterest.

Let’s dive in a little deeper, and break down the top social platforms in general terms.

Facebook:

The largest social network. Facebook may be the exception to every rule solely because it wins out in warm bodies. Let’s face it, you may dislike Facebook, but every business type can make a happy, comfortable home on it.

It allows for video, photo, link and text updates, so there’s no boundaries on what type of content can be posted.

Artist, Lisa Pressman shares workshop pictures on her page.

Twitter:

I’ve heard some people say Twitter is the online community for marketers and social media peeps. While there are a heavy load of marketers on Twitter, there is also a plethora of differing professionals.

It’s an incredible platform for networking, managing customer service issues, monitoring your brand, and is set to explode in 2015.

And with recent updates, it also shares rich videos, photos, text and article links.

Aaron shares a great mix of media.

Instagram:

Instagram is gaining major momentum these days, and the audience, once mostly young and inquisitive, is now more varied.

Think creatives galore – travel, art, fashion and photography.

But what is so addicting about Instagram is the ability to get personal. The video updates and private messaging features give businesses an even greater chance of sharing the human side of business and gaining credibility for being real.

Pro tip. Instagram accounts are best for those with great aesthetic appeal. If you’re selling spyware software – skip it to start. Instagram thrives on beautiful picture sharing.

But don’t underestimate it’s ability to bond with fans. My projection is that Instagram will be the biggest (in engagement) social platform of 2015.

@Lonestar has no problem sharing the inside view of their retail business.

Snapchat:

Snapchat is the wild card right now for businesses.

Once the social platform for naughty teens, it now offers incredible possibilities for business. It currently has more potential for bigger brands, and still has some growing to do before all industry types can jump on board.

To understand how it can be used, think about a major brand like Target. If Target added a little yellow ghostman sticker to its store fronts, TV commercials, and magazine inserts offering special sale notifications – a bunch of people would start following them. Then the next time they needed to get rid of inventory, they could send out ONE message to all the followers and reap the benefits of big advertising.

It’s akin to the text message advertising that was making the rounds about a year ago, but FREE.

Still, restaurants could share a picture of delicious food on a slow night. Or hairstylists could upload a fancy new color/cut special. It has incredible potential.

Wetseal insider views.

LinkedIn:

LinkedIn in not an easy sell because spam sharks take advantage of groups and messages in this community. But it is worth your time if your business relates to the ‘drier’ sorts – marketing, finance, law, healthcare, etc.

It is full of professionals looking for the right hookup, and B2B sales rock out the LI community.

Pro Tip. Get involved with groups, but only join the private groups with high activity levels. Private groups are much better at keeping spam to a minimum.

I LOVE to follow Gary V on LinkedIn!

GooglePlus:

When G+ was first released I was so excited. I stuck with the network for months – talking, generating discussions and ‘hanging out.’ But eventually I chose to move on.

That being said, there is now a thriving community on G+. These folks are sick of Facebook’s egotistical discussions and are interested in business. All types abound on G+, too – no snobs allowed.

However, having a GooglePlus account set up is basically a necessity these days. It boosts your business SEO, allows users to change the background setup on YouTube, and let’s face it – your biz photos/info can pop up in the most random places on Google.

It’s best to be proactive and set up a nice account.

Pinterest:

Pinterest is the ridiculously addictive platform stealing the time, energy and sociability of women. No, I’m joking. However, it is very popular and only gaining traction in the social community.

Users share fashion, how-to’s, infographics, art, design, recipes, photos, travel – basically anything you can think of. It 100% relies on visual content and businesses can get very creative when it comes to explaining their brand.

It’s best for visually exciting businesses to take root in first. The “drier” industries will have to work harder to generate interest. I’ve seen marketing firms have a tough time gathering followers while design galleries effortlessly rack up a devoted audience.

Etsy ROCKS the Pinterest game.

Bottom line,

None of these social networks are easy to break into anymore.

But time and consistency are your best allies when it comes to being successful in social media. Research, choose your social networks, develop a plan and stick to it.

And when in doubt, ask those who have a better grasp on the networks than you do. Don’t be afraid to reach out and get information – it’s what social networking is all about.

Which social platforms did your business start out with?

A gift from my friend, Ali Mostofian

I can’t explain how much I learned in the past year. Looking back at the beginning, I am surprised I had the courage. I didn’t have much direction. I possessed a wide skill set and a business sense from growing up in small businesses, but my direction wasn’t in focus. And it still isn’t to a certain degree, but I’m learning that it doesn’t need to be. In fact, I want to give it room to grow. Many entrepreneurs change direction several times throughout their career and it will be with same for me. My passions will maintain, and as time continues I will innovate and try new routes.

But the beginning was really tough. What most people don’t know is that I was fired from my last job as an interactive designer at an agency. Fired because I was ‘intimidating the marketing staff’ and because I was seen as difficult to work with. And that is probably true because I wasn’t happy.

Growing up in small businesses and living with entrepreneurial parents doesn’t exactly give one the notion to follow along. My siblings and I are all paving our own paths, and its due to our temperaments and because we were taught to think outside the box. This independence from the norm has made my life more difficult. But now I seek to find a happy medium.

I naturally see the shortcomings of a business quickly, and become irritated when my time is wasted and processes are unorganized. I don’t like having to ask for work. And I believe those in charge should lead by example, not by direction.

Regardless of where I’ve worked, it was only a matter of time before I naturally began taking over and re-organizing. I was either applauded and given a management role or pushed towards the door. The only other time I was fired was because I didnt’t show up. And I shook my manager’s hand and told him I would have fired me, too. I may not be an easy employee, but it’s because of my hard work ethic and a love for what I do that leads me to seek perfection. It’s not because I want to be controlling or intimidating. I like making processes concise and fine tuning a flow.

Getting fired was the best thing that happened to me, but the rejection still hurt. It’s never been my wish to be different or walk the unpaved road, but it’s who I am. And being an entrepreneur has opened the door to meeting lots of other ‘misfit’ types that make me smile. We all seem to baulk at staying within the lines and I like that – as long as it comes from a good, curious place.

Instead, I chose to follow God, the advice of my family and turn that finger around on myself by creating a business. It didn’t seem wise to try to be an employee under someone else’s direction any longer. And I don’t say that carelessly because I’ve wished to find a home amongst a group, but its yet to happen. I need people, I lust for collaboration, but dealing with inconsistent management is tough. One day I want to build a working environment that gives people the freedom to be creative, to take pride in their work and demand more of themselves and their coworkers. Mediocrity comes too easily these days.

So my business began, and I made call after call and then went door to door. I printed fliers, I make lists of businesses in the area and went out day after day and somehow all of that blended into where I am today.

Only a single year has gone by, and I am not where I want to be, but I am not where I used to be. I have clients, bills are being paid, a nice bottle of wine can be bought, and new business is coming in. But I celebrate most of all because I am still here, because no matter how hard and tough it got, no matter how lonely I have been – I did not give up.

And that is my greatest lesson of year one – do not give up. It might be cliche, it may sound soft. But when you have to build yourself up every day, believe in your future time and time again, constantly remind yourself of the dreams you dream – you know how easy it would have been to give up.

This is only the beginning of the journey. Giving up is still an option, shifting focus is certainly a possibility, but there is a time to celebrate and pat oneself on the back. Anyone can give up, but I stuck with it.

“You are the LORD’S people! So celebrate and praise the only God.” Psalm 97:12

In today’s market, everyone seems to be sprouting up with the newest, awesome-est idea. America is becoming an entrepreneurial nation, a nation reinventing itself through the definition of business. It’s an exciting time and I dream of initializing my own businesses. But in the midst of dreams and creations, it’s important to remember one fundamental ingredient: consistency.

Growing up in a family full of entrepreneurs, I watched businesses succeed and others flounder. The reasons behind different outcomes are interesting and family dinner conversations often debated the possibilities. Why was one marketing tactic successful or another fail? The magical list of do’s and don’t for finding business success always vary, however consistency remains.

But if you think about it, being consistent isn’t so easy. Are you consistently happy or sad? Satisfied or unfulfilled? Probably not – most of us aren’t. It’s hard to walk a straight line, but it’s crucial to your success.

If you are starting a new business, own a business, or are fighting for the future of your business – asking yourself this question could make all the difference.

To be successful, you must be consistent: with your product, your customer service, and across all online mediums representing your business.

1. Your Product.

Imagine your favorite restaurant. They have this  dessert you yearn for in the middle of the night. So one day you decide the calories are worth it! You invite a friend, brag about the incredible food and hightail it there with mouth-watering anticipation. But, when it arrives – it isn’t as good as you remember. Maybe the sauce is off, the temperature is different, or it looks funny? All of a sudden, your world is crashing dowwwn. What a letdown!

Now the serious question: Would you return to the restaurant? Would you give it another shot? Would you feel like you could trust the consistency of the product? Possibly. But the damage has been done, and you will never forget.

If your product doesn’t deliver consistent results, you will break your client’s trust and spend time and money trying to make it up to them. They will begin looking elsewhere, and you will eventually lose their business. This goes for any business.

But let’s be clear: being consistent doesn’t mean being perfect. Being consistent is consistently serving/selling/showing on the same level, the same product every time. It can be cheap, or mediocre, or luxurious – but it must be consistently so. Think about the products you stick to, the businesses you count on, the people you lean on, and I bet they all have a similar level of consistency in how they interact with you.

In the end it all boils down to MONEY! Is your customer’s money well spent?

2. Customer Service.

Social media is ushering in a new era of holding businesses accountable for customer service, and businesses are beginning to watch their back. The time of companies and businesses acting without regard to their customers is OUT – and excellent customer service is IN!

My father’s wife, Norma, told me that after the Great Depression there was a boom in customer service. People were spending again and every business wanted to make sure the money was spent with them. And as our economy is slowly rocking itself out of the recession, customer service is making a comeback in a modern way.

What does that have to do with consistency? Everything. If you aren’t consistently giving good customer service – your customers won’t stick around. In today’s market, people have several choices. They can shop online, go through Craigslist, a friend or take their dolla dolla bills elsewhere.

And what does first-class customer service say about your business? It translates into integrity and displays respect for your customer’s decision to buy from you. After all, they are spending their hard-earned money at your establishment or on your product. Say thank you, make them feel special – remember their name, and do not allow any fool working for you to have a chip on their shoulder. If they don’t treat your customers correctly, hire someone else.

3. Across all mediums.

Last week, I used a new iPhone app that advertised being a top aggregate source for designer job listings. I read through the listings and added a few “favorite” stars to look them up on the website.

But when I pulled up the website, there was no way for me to locate my favorite list. I emailed the creators and it turns out it wasn’t an included feature yet.

Will I use this service again? Perhaps, but my confidence in the product is tarnished. There are countless career staffing agencies who focus on creative positions online – why waste my time?

Covering your bases through consistency is important because it makes it seamless for your customer. Having problems  within the first 24 hours of using a new product tells me everything I need to know – it’s not worth my time.

Is the logo on your social media sites consistent? Do they tie-in with your website? Do they support your cause? Demonstrate your ability? Do your online sites let customers know they are associated with the business immediately?

Consistency must be maintained across all mediums – Facebook, Twitter, websites, newsletters, etc. The attitude, style and  language are important to making your customer trust your brand.

Why would you ask a total stranger to give you a second chance? Do it right the first time.

Consistency is not an addition to your business, it is the backbone of it.

Let’s be honest – the face of the consumer is changing. There’s a reason the advertising world is in disarray, there’s a reason big companies are nose-diving while start-ups are thriving, and there is plenty of reason to wake up.

Be consistent – with your product, your clientele, on all online mediums and you will be successful.

Alright, enough of my rambling. Do you agree/disagree? Is there another trait that is more valuable than consistency?

And let’s be honest. Although some blogging outlets are widely known for excellent content, how much time do you have to stay on top of them? I can’t, no matter how much I would like to. But I want to learn, so my reading list is mostly comprised of blogs that teach me something in 400-500 words or less – something I can read while blow-drying my hair (yes, I really do this).

Everyone is in a rush in NYC!

Here’s a few tricks to keep it simple:

1. Use lists. Listing out the reasons for your blogging subject allow people to scan through them quickly while getting the gist of what is important. Also, listing gives you more room to explain without alienating the reader. Meaning that if you like to expound, then you can without it stressing out the reader.

2. Outline your blog in advance. This will not only help you stick to what you want to convey, but make it easier to write. Take 5-10 minutes to outline your blog theme and the fundamental parts to explain. It’s a great way to organization the thought process before putting it down on paper and will take less time to write it than if you were trying to do it from memory.

3. Explain it as you would to a friend. Sure, sure you’ve heard this before. But seriously, explain it as you would to a friend who’s in a hurry. How do you tell a hurried friend? You give them the facts, add a bit of flavor and maybe an example or two, IF there is time. No need to explain it like you would to a child – give your audience the benefit of the doubt to understand what you mean. Believe me – most get it.

For those of us who are unable to write in small amounts (me, me, meeee), keeping blogs to a simple minimum isn’t easy. But it’s doable with some forethought. Remember, you want to teach your audience something new, but you don’t want them to get annoyed for taking so long to do it.

Final word of caution: Don’t sacrifice value for length and don’t cut a blog down just to do it. Be precise with your writing, succinct and you will be fine.

Now it’s your turn! Do you agree/disagree with my short ‘n simple methodology? Come on, let me have it.

During this time I came to know about Kevin and his large (in numbers and height) family, and I learned he has a terminally ill nephew with Cystic Fibrosis. This winter Kevin posted a few pictures of other children with CF asking people to send them pictures of animals or Christmas cards to make them smile. And the posts made me think.

Think about the sheer number of people online, in social communities, around the world who are able to help. I was looking for a nonprofit to get involved with that would combine with my wacky schedule. I felt strongly this could be it. I approached Kevin and we have had our heads together every since.

The Share4Kids Foundation is dedicated to granting the last wishes of terminally ill children through the power of social media sharing. We want to harness the Internet and those with large tribes to help us spread these last wishes, to make the last days of these children’s lives full of cheer. We cannot stop real life, but we can make a difference and put a smile on a child’s face. And I think that’s pretty awesome.

Kian, our second child with the Share4Kids Foundation has Cystic Fibrosis. Kian loves trains and his wish is to have people send him pictures of trains whenever they see them. Although we just posted about Kian yesterday, the response has already been overwhelming. Lots of pictures are coming in – so many that his parents have promised to make a book for Kian so he can look through them whenever he wants.

Kian.

I can’t explain how excited and humbled I am to be given the opportunity to help make these children smile. But I know that it will be the love of many who will be responsible for his happiness.

And I am very fortunate to be partnered with someone who is so passionate and hands on about making this work. Kevin has charged ahead since the first conversation and came to meet me (gasp, in person!) in NYC so we could begin to lay the foundation for a bright future.

I will be periodically sharing our children with you through my blog and keeping readers informed of our progress. If you want to help, please follow us on Facebook, Twitter or share my blog posts and help grant the last wishes of these children.

Thank you, in advance.

So what makes an excellent advertising piece? Excitement, interest, curiosity, drama, humor, and a foreign location. Haha, there are many other things that can add up to an excellent commercial, but these match this particular one.

Check it out, and let me know what you think.