Three scheduled tweets walk into a bar and the bartender says, “_____________________________.”
Twitter is kind of noisy these days, it’s true. And I’m pretty good about spending a few 5 minute sessions in the home feed, too.
People can get really offended when you (well, I, let’s be honest here) make suggestions. These are not the ten commandments folks, just ideas.
Twitter is Social Media, not an RSS Feed.
There are some that get joy out of the automation and others enjoy the conversation.
I read a post this week and this really struck a chord:
“With all the fancy tools, we’ve lost something huge: SOCIAL media. ” Amy Donohue
Look, I’m not against social tools or even some scheduling.
But you still have to be there.
Otherwise, you’re just sending messages out in a bottle.
“Walked out this morning I don’t believe what I saw A hundred billion bottles washed up on the shore Seems I’m not alone in being alone A hundred billion castaways looking for a home” ~ by Sumner, Gordon Matthew.(more…)
Hashtags. I know. I have a bad reputation for my love-hate relationship with hashtag use.
So many people get it wrong (wrong being the wrong word because there are no rights or wrongs, right?).
Maybe ineffective use is a better way to describe many people’s Instagram accounts.
I know a lot of Facebookers (who cross-post their Instagram photos) just don’t realize that when they post a hashtag on a private (friends-only) post, they’re defeating the purpose of the hashtag (to be found in search). But I surrender.
Really.
I promise.
No, I’m serious this time.
My personal strategy on Instagram is to post more landscapes, arty shots, and selfies. People bore easily of selfies on Facebook. But on Instagram, it’s almost expected.
Bears in Grants Pass, Oregon
On my first visit to Grants Pass, Oregon, I noticed bear sculptures all around town. So of course, I decided to take photos, put them on Instagram, and use the hashtag #BearsOfGrantsPass.
Two things:
1. I was surprised I was the only one using this hashtag. These bears aren’t new.
2. I realized you can now click on a hashtag from your desktop.
Boom. This is when I realized the power of hashtags on Instagram has left the boundaries of mobile.
Try it on this post. Click on one of the hashtags.
When I was working for Riggins Construction & Management, Inc., I started an experiment. I used 13 hashtags and started doing a weekly project. We got a lot of traction and results.
We had a project in Irvine and since Irvine won’t allow signs during construction, I thought a geo-location series of photos on Instagram with a boat-load of hashtags would be a fun substitute.
How many hashtags should your business use on Instagram? The answer varies. Culture evolves. Culture on social media evolves quickly. Personal accounts can have long, drawn-out hashtags that involve sarcasm. Instagram should be more generic (think SEO keywords).
“Interactions are highest on Instagram posts with 11+ hashtags.” Buffer 2014
Which Hashtags Should You Use?
With all things in Marketing, you should test and see what works for you. Remember that hashtags on Instagram, just like on Twitter, are used for filtering (search) and discovery. If you hashtag your name and no one knows who you are, this will be only effective for internal reasons.
When it comes to hashtags, think keywords. When I say that don’t just stuff your post with the same 12 hashtags. Use hashtags that reinforce the copy in the photo’s caption/description. Otherwise, you’re at risk for shadow banning.
“Instagram is inundated with millions of hashtags. But not all hashtags will help you in increasing engagement with your manifold photos on Instagram. The popularity of hashtag is inversely proportional to your photo’s chances of getting discovered.” Gurpreet Singh [emphasis added]
Do your own research. Experiment yourself.
Trust your gut. What do you click on?
Instagram for Business
Here’s an interview video with Amy Dononhue from March of 2015. (This post was written originally posted June 25, 2015).
You use WordPress but have you heard of WordCamps? Though it sounds like a Words With Friends Tournament, it’s a WordPress conference. A lot of my friends ask me what WordCamp is.
Some people are confused by the name. They either think it’s a Words with Friends Tournament or a Bible-based camp. It’s none of those. WordCamps aren’t necessarily even the place to learn how to use WordPress.
WordCamp is an event centered around the open-source software called WordPress used to build websites. The intent is to learn about trends, use cases, and network with your new friends.
Is WordCamp Only for Website Builders?
No. WordCamps are for anyone who works in marketing. Website builders (they call themselves WordPress Developers) are also in marketing.
The hub of your social media efforts should be your website. WordPress is a perfect platform for small businesses and hobbyists like myself.
Sidebar: What should you get out of WordCamp from the WPwatercooler gang.
I chatted with Adam of Blue Steele Solutions about WordCamp here:
My WordCamp Origin Story
In 2013, my friend Pam Aungst of Pam Ann Marketing recommended WordCamp Orange County. She and my friend Carol Stephen of Your Social Media Works bought tickets. We didn’t know what WordCamp was at the time, but we trusted the recommendation from Pam.
It happened that she couldn’t attend that year, but Carol and I have been going ever since.
There are several different tracks available. Classes appeal to developers, designers, new-to-WordPress people, and businesses. There’s something for everyone.
Even as a social media nerd, I always gain something. It could be that I’m inspired to blog more. Maybe I’m learning about value. Maybe I’m rethinking contracts.
Regardless, if you want to learn, you can. Just because you’re not a website developer, doesn’t mean you shouldn’t go. Many small businesses use WordPress to DIY their website, not to mention the fact that many social media professionals are themselves small businesses who blog.
There are several other blogs by more seasoned folks than myself, but here’s my two cents on how to get the most out of a WordCamp.
What Do I Need to Know About WordCamp?
Research Your WordCamp
Research the Speakers. Follow them on Twitter. Make a WordCamp list.
Find out what they’re about. You should check out the schedule ahead of time but titles can be misleading. Sometimes a speaker is known for being a great speaker. You can always check other classes you missed on WordPress.tv.
Go to WordCamp With A Friend
WordCamp is way more fun with a friend. Way. More. Fun.
Honestly, I sometimes worry Carol and I will get kicked out for tweeting and giggling like girls in 6th grade homeroom.
But seriously. It can be intimidating to walk into a room full of unfamiliar faces. Yet, to the untrained eye, they seem to know one another.
A friend can help you enjoy the experience in so many intangible ways.
Also, it’s easier to meet new people if you’re already a pair.
WordCamp is About Community
You’ll hear a lot of people referring to the “WordPress Community.” It’s not a cult, I promise. WordPress is an open-source software that people build around (developers).
It’s heavily sponsored so anyone to can attend. This gives WordCamp accessibility, regardless of your budget.
WordCamps are put on by local WordPress groups. If this is something you’re interested in do some research. Search for a meetup in your area on Meetup.com.
It’s my impression, as a new person to WordPress, that this structure invites a collection of kindred souls who are generous by nature. And that community encourages generosity.
Where else can you go to a conference where you hear amazing (un-paid) speakers, get at least one t-shirt, and they give you lunch for $40? Nowhere.
So far, I’ve not met an unfriendly person. No one seems more snobby because they’re speaking. Everyone is friendly.
At a WordCamp you can reconnect with people you’ve seen at previous camps and meet people you already know on twitter. I’ve met people standing in line and at the after party.
Take Breaks At WordCamp
This cannot be understated. Normally we go to 3 out of the 4 morning classes and 3 out of 4 afternoon.
There is no way you can absorb everything. Besides, if you do attend every class, you may miss out on serendipitous moments.
https://instagram.com/p/3mdSglSr5M/
Either go get an ice cream, put your feet up, and/or have a spontaneous brainstorming session about Pinterest marketing on the grass.
“But here’s the deal: don’t be afraid to skip a session. This isn’t like school where you get demerits for missing a class.” ~ Carrie Dils, “WordCamp Survival Guide“
Make WordCamp Fun for You
I like to live tweet. Find something about the experience to make it your own and, most importantly, memorable.
What Should I Bring To WordCamp?
If you’re going to use your computer bring a power strip and sit near a floor box. I brought my laptop and a nicer attache bag. Okay. It looks nicer than a backpack, but a backpack is more realistic. That bag was digging into my shoulder.
Either way you may want to invest in an auxiliary battery for your cell phone. You’ll meet people you want to take selfies with, etc.
I have the 10000mAh Anker Portable Charger and it charges my iPhone 5S four times. It has two USB ports so you can be a good friend.
It’s hard to not want to look as cute as you can when you’re meeting new people, but the most important thing is to dress comfortably. You will be sitting. You will be standing. Yep. We’re all vain to some degree.
https://instagram.com/p/3m9LQoE6rk/
What Shouldn’t I do At WordCamp?
Don’t stress out. If you missed something, the sessions may be on video at WordPress.tv. Also, the speakers tend to upload their presentation slides on their own blogs, etc.
Do we charge for value or time? We charge for value. But you can’t charge for value until you know how much you cost.
I’m often asked how much social media should cost. I’m also asked how much you should charge. But just like Alex Vasquez says to charge for value the opposite is also true. If you don’t know how much you cost, do you even know your own value?
How much is your time worth?
How much is my time worth?
These are the questions we ask ourselves when we decide to outsource. Does it make sense to do $18/hour bookkeeping work when your time is worth $100? No. You outsource.
I talked a bit about why it costs so much to outsource your social media in this post, but let’s dig deeper.
Pricing by Time or Value?
Most of my peers believe we are worth more than a dollar amount per hour.
“We price by the service, we price by the value we bring, not our time.”
There’s a lot of truth to that. We care about value, but we also care about our time. After all, there are only 24 hours in a day, no matter what you charge.
But for the sake of this post, let’s talk about dollars per hour to gain perspective.
How much time?
It’s important to know how much time it takes you to perform a task.
You do want to make a profit, right?
So, use a timer. How long are you spending on any given task? Write it down. That just gives you a baseline of what it costs you to do the task. Now, decide how much you want to charge.
Pricing by Platform or Skill
Many of my friends have package pricing, often broken out according to Olympic metal colors. You can also price by platform or skill.
You may decide you don’t want to do a platform. For example, I recommend anyone who wants Pinterest to Carol Stephen and SEO to Pam Aungst.
If you’re just starting out you should ask yourself some questions. What platforms or digital skills are your strengths? Which are your weaknesses?
Is Tweeting Just Tweeting?
Do you count the time actually Tweeting as working a Twitter account?
What about reading other tweets?
What about reading articles to tweet and other research?
What about follower maintenance including unfollowing spammers, keeping the ratio social (1:1, IMHO), and putting them on lists?
Does tweeting include Twitter chats?
Does tweeting for a client include client communication time? If you were a lawyer or an accountant, all of that client communication time would be billable.
All of these tasks combined take at least one hour a day, depending upon the Twitter account. The more followers you have, the more time it takes to engage.
Per Hour Comparisons
For the sake of this post, let’s presume you’re going to spend a combined time of one hour a day in a 28-day month for your new Twitter Client.
In California, the minimum wage is $9/hour.
If you worked for 1 hour a day for 28 days in a month, that would be $252.
We haven’t even accounted for the self-employment tax.
Some quick Googling brought more wages for the sake of comparison. Feel free to refute.
The starting wage for In-N-Out Burger is $10.50/hour. A 28-hour month would equal $294 before taxes (gross).
The starting wage for Costco is $11.50/hour. For 28 hours, that would be $322.
The average wage for an administrative assistant in the Los Angeles area is $21/hour. That would be $588 for 28 hours.
The average wage for a marketer in the Los Angeles area is $26/hour. That would be $728 for 28 hours.
Let’s summarize the 28-hour month by category:
Minimum Wage $252
In-N-Out $294
Costco $322
Admin $588
Marketing $728
A Question of Value
The question to you is, as a social media manager, where does your worth lie?
The question to you as a client is, what value does your social media manager bring. Is it more or less than a Costco worker?
