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November 8th, 2011

It is no secret that we live in the Facebook era. What’s private is public and what’s yours is shared. The value of an online community of an estimated 800 million users actively posting, “like”-ing, and sharing is undeniable. Its ability to spark revolutions and organize flash dance mobs speaks to our own innate drive to connect socially and to the cathartic nature of info-sharing.

Herein lies mega opportunity. Businesses are flocking to Facebook to do some sharing of their own, forever changing the way that brands and consumers interact. With the platform to showcase their business in a language and format that is all too familiar to the Facebook masses, businesses of all sizes, from Coca-Cola to your local diner, are all on Facebook and looking for your “like.”

But as Paul Gillian explains in his article Facebook Tips for Midsize Businesses, many businesses are not fully harnessing the potential reach of Facebook. He refers to David Brody, managing partner of North Social, a company that helps businesses enhance their Facebook presence with a number of different apps. Brody explains that it is not all about “likes.” To the prom king’s dismay, a successful social presence is more than a popularity contest. Research shows that only a small percentage of Facebook users who “like” a page actually return to it. With the traditional rules of marketing rocked by constant changes to social, how do brands achieve a loyal and motivated fan base–one that comments, purchases, shares, and ultimately returns?

Creating relevant content is especially important. Special offers, online stores, and contests are instrumental elements of any fan page. Brody recommends being creative with promotions and getting fans involved with games and giveaways. The experimental nature of social allows businesses to be relevant and to adjust; to be interesting, exciting, and engaging. These are the new rules.

Go Green – Get on a Bike!

October 6th, 2009

Now that I’m a city resident, my means of transportation have changed. My car isn’t always readily available, and while Boston is a small city, it’s not always possible to walk. So after a month of paying way too much for cabs, taking the T in the wrong direction (what the heck does inbound/outbound mean?), and being late to work after sweating it out on a 2 ½ mile trek along the waterfront, I decided to finally take my own advice and get a bike.

During a trip to Amsterdam this summer, I really fell in love with biking. From the Van Gogh Museum and Rembrandt Square to the Heineken Brewery and Anne Frank’s House, there is so much to see in this amazing city. Amsterdam’s public transportation is enviable, but the true way to experience the city is by bike. Plus, there was something about seeing a businessman in a suit riding a bike to work that made me really want to hop on and pedal around. So after renting a bike for the day and seeing the entire city, I decided I was going to bring the biking spirit back home with me.

Not only do I enjoy biking now, but I’ve realized that biking is a great way to go green. Bikes don’t use gas, so the only thing you’re burning are calories. They are also much smaller than cars and take up less space, which is a great thing in crowded urban settings. It’s a really leisurely way to see the sights without contributing to city pollution with car traffic or the structured schedule of a tour bus. Plus, who doesn’t remember when they first learned to ride without training wheels? A day on a bike will bring you back, and what’s more fun than that?

Biking around Boston? Mayor Menino is a supporter. As an avid biker, the mayor supports local business initiatives aimed at promoting biking for customers and employees alike. Click here for a link to the 2009 Bike Friendly Award Winners for the annual Boston Green Awards.

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The New Rules of Facebook Marketing

Go Green – Get on a Bike!