Category: Social Media

  • Trust & Communication: Foundations of Any Relationship

    Relationships take on many forms. We have business relationships with coworkers, employees, bosses, supervisors, vendors, and clients. We have family and spouse relationships. We have friends and people that we meet through mutual friends.

    Each category of relationship has a different level of intimacy but the same basic element is required in them all: trust. Trust comes from communication — both big talk and small talk.

    Communication in the Workplace

    “In management settings, trust increases information sharing, openness, fluidity, and cooperation.”

    It’s easy in this age of technology to take communication for granted — to presume communication. In decades past we overly relied upon in-person meetings. They were deemed a waste of time. And then we moved to conference calls, which have become a total joke. And now, we’re expected to develop relationships and collaborate on projects  solely with text-based tools like Asana, BaseCamp, Trello, and Slack.

    I read an article this week called “Let’s end the ‘schedule a call’ culture.” In it the author says,

    “I’m not entirely sure how we’re going to replace the schedule a call culture. Collaboration tools is probably the easiest answer, but …  Maybe we all just put our heads down and wait for the AI robots to take our jobs. But first, let’s discuss this schedule a call culture — albeit briefly.” Ted Bauer

    Toxic Communication*

    “In a relationship, it typically takes five good interactions to make up for a single bad one.”

    If you see warning signs early on in the relationship of unwanted behavior (badmouthing, gossip, indiscretion, inconsistent statements (lying), rudeness (especially to wait staff), irritability, tardiness, addiction, etc.), those red flags should be noted, especially if you notice a pattern.

    People don’t improve their behavior as they get to know you; rather, they feel more comfortable and become more “themselves.”

    Red flags are warnings to us all. We would be wise to heed them.

    Nonverbal Communication

    But how much communication is really verbal? This is wildly debated, but I would argue that if you only rely upon the written word you miss a lot.

    “One way of increasing your accuracy is applying the 3 C’s of Nonverbal Communication: context, clusters, and congruence.” Psychology Today

    In this world of text messages, email, and Slack, it’s a good time to talk about how much of communication is actually verbal — regardless of where you land on the research — there’s more to communication than the actual words.

    So how do you project warmth and build relationships in a primarily digital age?

    Open Communication

    Trust comes from open communication. Open communication occurs when people feel safe. We like to think it’s more complicated than that. It’s not.

    You see, if the conditions are wrong, we are forced to expend our own time and energy to protect ourselves from each other, and that inherently weakens the organization. When we feel safe inside the organization, we will naturally combine our talents and our strengths and work tirelessly to face the dangers outside and seize the opportunities.” Simon Sinek 

    How can you make people feel safe?

    In their article called “Connect, Then Lead” on Harvard Business Review, authors Amy J.C. Cuddy, Matthew Kohut, and John Neffinger say:

    “A growing body of research suggests that the way to influence—and to lead—is to begin with warmth. Warmth is the conduit of influence: It facilitates trust and the communication and absorption of ideas. Even a few small nonverbal signals—a nod, a smile, an open gesture—can show people that you’re pleased to be in their company and attentive to their concerns. Prioritizing warmth helps you connect immediately with those around you, demonstrating that you hear them, understand them, and can be trusted by them.”

    Communication & Culture

    Culture comes from how a group relates to each other. This can be good or bad. So, intentional community building is all the rage these days. Companies who are intentional with their culture protect their culture. They seem to do this in one of two ways: either they all work in-house or have regular meetings on video (Buffer, Automattic are two examples).

    “There needs to be no advantage to being in the office, and no disadvantage to being out of the office.”” Joel Gascoigne, Buffer (They have since gotten rid of their office in San Francisco.)

    Regardless of your preference, company culture is definitely top-down.

    When asked how a middle manager can affect company culture, Simon Sinek gave this advice:

    Treat those in your realm of influence as you believe important. Meaning, do what you can where you can.

    If you feel uncomfortable at your workplace, perhaps it’s time to look elsewhere.

    It’s up to you.

    Sometimes, believe it or not, it’s difficult to engage in conversations with people. If you want a better relationship, perhaps it’s up to you.

    Maybe you need to be the person who asks how they are doing, if they watched [insert sports game here] last night, or patted them on the back (verbally, with emojis, or giphys in Slack) for a job well done.

  • Automating Friendships

    Friendship isn’t something that can appear by magic, API calls, or automated audience reports. It takes time listening, investing, responding.

    Just like in real life.

    This tweet is the inspiration for this post.

    I know that I’ve talked about relationship marketing before. It takes time.

    If we could automate friendship, there would be a lot fewer lonely people in this world.

    The lure of automation

    Automation is like the siren song to marketers luring them with promises of slick reports, extra time, and better insights. What they forget to tell you is that the rest of us can tell when something is automated.

    There is no software that will replace authentic, real interaction between you and your customer.

    Sure, you can send auto tweets thanking people, auto responders in emails, and even direct messages to people who followed you in the last ten seconds.

    Here’s the thing: we know they’re not real. So, who are you really fooling?

    Auto Direct Messages on Twitter

    I’ve talked about this for years. People are convinced that they work. For me, it’s just one more thing to delete. It’s noise that drowns out legitimate messages.

    If I wasn’t so lazy, I’d unfollow anyone who sent me one of these.

    Read these two examples. If either one of them had bothered to really check me out, they would have known that I don’t like automation.

    Automation and Curation

    Look. Let’s be honest. I have tons of friends who use APIs, RSS feeds, and other kinds of automation. They choose the people they trust then load them into Buffer or whatever. That’s fine. If you’re sure that all of the content is something you feel comfortable tweeting, posting, etc., then do it — with my blessing.

    Curating content is hard. I admit it. It means I read. It means I interact with people. I trust instinct, gut, and messaging.

    I’ve talked about it before. I curate content by curating people. I make friends, put them on Twitter Lists, and read their tweets. If their blog post, video, etc. is something that I agree with, then I will share it on the appropriate social network.

    Hybrid Approach

    Like most things in life, hybrid solutions are usually best. Of course, I schedule some tweets. What I don’t do is auto schedule based on an RSS feed or a hashtag or a keyword.

    I don’t tweet things I don’t read. Why? Because I am responsible for ensuring that the things shared for a brand do not conflict with their messaging. No app can do that.

    So, how do I make friends online?

    You talk to people.

    You can start with asking questions. You can reply to tweets. Take two weeks and spend ten minutes a day on Twitter actually talking to people. Read tweets. Get to know what the person likes.

    We call this providing value.

    You can also share their posts.

    You can comment on their blogs.

    You can step outside of your own world and read other people’s content.

    Invest in people and they’ll invest in you.

    This has been my experience.

    I believe it can be yours, too.

     

     

  • What Makes an X Profile Good For Business?

    Updated January 12, 2025

    What makes an X profile good? It depends upon your purpose. For this article your purpose is business — networking and gaining clients.

    Some people think what makes a profile good is just the number of followers. To be honest, if I see a super lopsided account (following 40 and 40,000 followers), I think they’re not being social. They’re unlikely to reply, more likely to have automated DMs, and less likely to be a contact or peer that’s useful for my network.

    Instead, I would encourage you to look deeper than just the number of followers on X. Focus your time and efforts on how to set up your account and engage well.

    You already know how to set up your X account (If you don’t, go here.) But now you want to know if your account looks professional. In other words, does your X (Twitter) profile look good to prospects?

    Not only will this article review how you set up your own account, but these points will help you decide who to follow, hire, or do business with that person or brand. For in-depth detail on Twitter Strategy, you’ll want to read the book or blog post, “The Definitive Guide to Twitter Marketing.

    “The way you describe yourself on Twitter has everything to do with how people perceive you online. So how the heck do you do it right?”

    Buffer

    Your X (Twitter) Bio Should Be Clear

    Your bio should make sense. What is it that you do? Does your 96-year-old grandmother understand it?

    Your account should have a header, a clear photo, a website, and a bio. Your bio should be clear to people outside of your niche and be optimized for keywords. Yes, people perform searches on X. Don’t waste too much of your 140-280 characters on hashtags unless you really want it.

    “Just as you would when optimizing a Web page for search engines, when you write your Twitter bio think about your desired spheres and include words and phrases about them. A touch of personality is helpful, too.” Convince & Convert

    Your photo, header, and bio should be complete before you start following people. As a bonus, I also look to see if you’ve created lists.

    More about your bio here:

    Here are Examples Of Good X (Twitter) Profiles

    screenshot of Carol's Twitter account
    Carol’s Twitter Account is bomb. Period.

    Here’s Carol Stephen’s X (Twitter) profile. She’s got a very healthy setup and has been a user since 2009. She’s also the co-founder of #DigiBlogChat with Larry Mount. That Twitter Chat has been running for over 10 years.

    Highlights.

    1. She has a header photo that is relevant. It’s the baseball diamond for the SF Giants. She’s in the Bay Area. So important for local SEO.
    2. Her photo is recognizable even on mobile. At least half of Twitter users are on mobile and there your Twitter avatar is about 1 cm squared. That’s pretty small.
    3. Her bio makes sense. It tells you something about her hobbies and her business. (She is a gym mouse and a conscious soul.) But also, she blogs for startups (what she does). Bonus points for her Amazon Author Page and Twitter Chat info.
    4. Location is filled in and makes sense. It’s not vague or a GPS number. Seriously, stop it.
    5. Link is her website.
    6. She follows over 18,000 people and has 22,025 followers. This is good. I aim for a 1:1 ratio because X (Twitter) is one of the only social networks that enforces following/follower ratios.
    7. She has lists.
    8. Bonus points for a pinned tweet from the last Twitter chat.
    9. As of January 12, 2025, she also has a link to her Bluesky account.

    Here is an example from a business account, my friends at Blue Steele Solutions.

    Great business Twitter account by Blue Steele Solutions.
    Great business Twitter account by Blue Steele Solutions.
    1. The header photo is branded and matches their website.
    2. They are using a square version of their logo–the image of which is reinforced on their header photo and, of course, website.
    3. Their bio tells you they are a branding agency. Bonus points for identifying their company-wide love of tacos.
    4. Location is accurate.
    5. Link is her website.
    6. They follow 2,823 and have 2,851 followers. This is great for a newer account like theirs. (Seriously, the first 1,000 followers are the hardest. I’d aim for growth near 1,000 a year if you spend two hours a day.)
    7. They have lists.
    8. Bonus points for a pinned tweet going back to their website.

    Why does following back on X (Twitter) matter?

    Social media is about connection and engagement; it’s no different on X.

    If you’re only following 30 people, because you don’t want your home feed cluttered, then why are you online?

    Did you know you can use lists? Not following people back communicates that followers are not valuable to you. Is that how you want to start off meeting people?

    A Word About Vanity Metrics on X

    This is where we talk about vanity metrics. That is, x amount of followers as social proof. Does it matter?

    This is a “it depends” territory. If you’re a self-professed social media guru with less than 1,000 followers and you’ve been on Twitter since 2007, maybe I don’t believe it. And I get the whole, “a cobbler’s children have no shoes” axiom. I mean, I haven’t blogged here in a month. I get it. The day job tends to take away all of our attention.

    To me, the ratio and engagement say more about whether they’re good at social. So, that’s my segue.

    What Is Good Engagement on X?

    If vanity metrics are only a shadow of social proof, then the actual proof is in the eating  — I mean tweeting.

    I like to see a good mix of tweets, retweets, and replies. I call this granola.

    If you only have oats in your granola, it’s just uncooked oatmeal. A good granola needs nuts, oats, and probably carob chips. A healthy mix. Or take salad if you like that better. Iceberg lettuce does not a salad make. You at least need carrots and tomatoes. And do you have to beg for croutons? Come on. But I digress.

    To audit an account (yours, for example) look at the Tweets and Replies Tab. For Carol, this would be here.

    Note: on mobile, all of the tweets, saved the pinned tweet, are mixed together. This is why I think it’s even more important to have a healthy  mix.

    She’s replying to people, sharing her own content, sharing other’s content, and retweeting (bonus points for old school retweet, too).

    What is an Appropriate Response Time On X?

    If you tweet someone and they respond six months later, I’d say that’s not a healthy account. Now, that’s not obvious from a cursory (visual) audit. Let it be a cautionary tale. Social Media Managers may come and go (are you paying them enough?) but it’s your account, company, brand. You should care the most.

    No one can care more about your account than you. My friend Robert Nissenbaum even goes as far as to say that outsourcing your social isn’t authentic. On this we disagree, but he’s partially right. That person should be you or your brand.

    Being on Brand on Twitter

    Some people think that replies and retweets are off-brand. Firstly, I’d say that it’s rarely true.

    Secondly, I’d say that you should follow parallel industries. For contractors, follow real estate brokers and local businesses. For social media managers, follow website developers. For WordPress plugin authors follow developers and businesses that would use your plugin. You get it.

    Showing more than one dimension is not only a demonstration that you “get social media” but it’s social.

    Have you ever gone out to dinner with someone who wouldn’t shut up about themselves? How often do you repeat that?

    If your brand is human, your conversations on Twitter are inherently “on brand.” Interaction is how we build relationships. Relationship marketing matters for brand building and, therefore, business building.

    Make Your Twitter Stand Out

    • Completely fill out your bio. You have 160 characters. Make them count.
    • Tweet your own content on a regular basis.
    • Pin a tweet leading to your website.
    • Spend time replying to other people’s posts. It’s the power move.
    • Share other people’s content in a new tweet.
    • Respond to tweets. Thank people who share your content.
    • Be a polite, human being. That’s never off-brand.

    Need Help? Get A Twitter Audit

    I do offer a Twitter Audit for a very low price if you’d like more specific advice for your company.

    (Updated 5/10/2021, 1/12/2025)

  • Remote Work Tips

    Remote work is the ability to work on a computer from any location that has a strong WiFi connection. You can choose to be a digital nomad like Jon Brown or you can work in a dedicated office or co-working space. Remote work removes the commute at the very least.

    For me, I went from being an office manager, to working 80% remotely for an advertising agency, to being 100% freelance. I not only left the office, but I left the time-selling culture that comes with salaries. True freedom is charging for the work, not your time.

    I have plenty of tips from my experience both working in offices since I was fourteen years old to working remotely since 2015.

    Remote Work Isn’t For Everyone

    Steve Zehngut says all of the time, “Remote work isn’t for everyone.” He said it again today on WPwatercooler. If you choose to work remotely, take a deep dive into your psyche and figure out if you have what it takes. Strong boundary settings, communication skills, and accountability are important for remote employees.

    Freelancers and small business owners also need an instinct for boundaries, communication, and accountability. Your clients are your bosses in some regards. Ultimately, you should be accountable to yourself.

    Remote Work isn’t Hard

    People seem to think this would be super hard. I get asked by almost everyone I know,

    “How do you like working from home? Is it hard?”

    I like it. It’s not that hard.

    Okay. Backup.

    Yes, I had some trouble at first. But it was about expectations – mine, my late husband’s, and those of my friends.

    Remote Work is About Setting Boundaries

    It used to drive me crazy that my late husband listened to talk radio at volume 11 all day long. Did I mention it was all day long? Yes. All. Day. Long. But I got headphones, closed my office door, and listened to Pandora.

    Remote work is a real job. Protect your boundaries with friends and family. Share on X

    Friends, especially stay-at-home moms could not understand why I couldn’t go to three-hour lunches. I have said, for the last five years, “because I’m working.” I used to be very upset. I now know it is on me to set my boundaries and keep them.

    I now work half days on Fridays. After my blogging time block on Friday afternoons, I can hang out with my friends. Or Saturday. Saturdays are for three-hour lunches.

    Does it always work? No. It can be frustrating or you can just keep explaining that you’re working. Don’t allow people to guilt you into playing hooky. You’ll regret it. Learn from my mistakes.

    Remote Work Is Real Work

    I am a freelancer. I am accountable. I have clients. I have tasks. It’s true that I no longer charge for my time (unless you buy a consult), but the work still has to be done. If I delay my work, I let myself down.

    If you treat remote work like a part-time job, you’ll get part-time results. This is especially true if you don’t manage time well. Your supervisor or clients have to trust that you’re working.

    Remote Office Mentality

    Being a remote work is a mentality. Have a dedicated area for work. I have the cutest office area. Before I rented out my second bedroom, my office was there. Now, it’s in a dedicated place. Everyone (neighbors, roommates, friends) knows that if I am sitting at my desk I am working.

    You do what you practice. Posture makes a difference in my mental attitude. It matters — at least to me. I do not work on the sofa or in bed unless I am ill.

    If you can work on your laptop in the car, sofa, or in a coffee shop, more power to you. I have worked in these situations with friends while traveling. However, I am most productive at my desk. This is where self-awareness comes in.

    https://www.instagram.com/p/B9CfEl3htJx/

    Create Virtual Coworkers

    If you’re part of a company, you may already have team meetings. If you’re an Agency of One like Nathan Allotey calls it, then you need to create coworkers. Things come up. You need peers you can trust to work through issues. For me, this is Jason Tucker and Jen Miller.

    We have a Group Message that continues day or night. If need be, we jump on a group FaceTime or Zoom call. We need a small group of people we can trust.

    Write Stuff Down

    When I first began working remotely, I thought I was going to lose my mind. My work was no longer tied to tasks represented by literal paper in an actual inbox. I knew that being a routine-oriented was a plus, but my routine completely changed.

    Two weeks into remote work, went to Staples and bought a paper calendar with a two-page week layout. Yes. Paper. And pens. I bought pens. To this day, I still use a paper calendar (along with Google Calendar), a notebook to take notes during client calls), and post-it notes. I recently added using Momentum for Chrome, thanks to a suggestion from Jason Tucker.

    Remote Work Tools

    If you’re working for a company, you may be using Basecamp, Slack, and Zoom to coordinate, keep one another accountable, and manage tasks. If it’s not Basecamp, it may be Asana, Trello, or ClickUp. Slack may be What’s App, Zoom might be Skype.

    Familiarize yourself as much as you can with the tools your company uses. Don’t expect to be given a tour or tutorial. I don’t think I’ve ever been given one.

    In client work, I use whatever tools my client uses. This is because I’m a marketing freelancer. Either way, whatever works, works. Get a system and stick to it. It only works if you work it, as they say.

    Learn From Experts

    Today I joined WPwatercooler about remote work. Steve and Cosper have a lot of valuable advice. Watch this 30 minute episode. You won’t regret it.

    Remote Work Mindset

    Being a successful remote worker is a mindset. Be disciplined. A lot of people work in their pajamas. I cannot.

    Again it’s part of my mindset and self-awareness. When I shower, get dressed, fix my hair, and put on makeup, my brain knows it’s time to work. I’m emotionally and intellectually ready to do my best.

    Remote Work Tips from WPwatercooler

    • Shower Daily
    • Wear Clean Clothes
    • Take 10 Minute Breaks
    • Stand in the Sun
    • Go Outside
    • Eat Lunch At a Regular Time
    • Dedicate an Office Space/Area/Mindset
    • Block Out Your Time
    • Close Your Laptop at the End of Day
    • Segregate Work and Personal Email with Apps
    • Virtually Raise Your Hand if You’re Stuck
    • Raise Your Hand if You Finish Early
    • Communicate with Your Team Daily
    • Check In with Supervisor Regularly

    Remote Work is Freedom

    Ultimately, remote work is freedom. It’s freedom from people interrupting your work. It’s freedom from an expensive commute. But there are downsides, too. You need to be around people. But that’s another blog post.

    Remote work is the ultimate freedom. You're no longer dependent upon commute, location, or salary. Share on X

    Remember, that it is a huge difference between being a small business owner/freelancer and being an employee who works remotely. Managing expectations is about effective communication and boundary setting.

    When you freelance, you set the rules. You’re not a jerk because you won’t work at 4:00 A.M. My good friend always says, “Your crisis isn’t my problem.” She’s right.

    Don’t allow anyone to bully you: friends, partners, clients, or bosses. Be polite. Be humble. Be free.

    Updated 3/13/2020.

  • Organic Social: Are you investing in your soil?

    Organic material needs the right conditions to grow. Your crops need the right soil. That’s an investment.

    So, how are you investing in your soil online? Are you doing the work to be successful at organic social?

    This is a spinoff of my recent GuruMinute video.

    Chef’s Table — A Netflix Documentary

    I was inspired by Chef’s Table this week and how Dan Barber’s food-to-table movement starts quite literally at the farm.

    Crop Rotation

    Crop rotation and investment in the soil is how you get flavor — mind-blowing, true flavor.

    The organic food movement is a movement against automation and a movement back toward nature. Allowing the land to rest, planting things that give back to the soil, and encouraging the microbial activity takes more time, is more expensive, but yields better results.

    What makes social media organic?

    What if we treated our social media organically?

    What if we invested in the soil — the people — our fans, friends, and followers?

    What if we rotated our content so we had a three-dimensional persona online? What if we shared other people’s content? What if we rested?

    Guru Lesson

    You can’t have organic faming without investing in the soil.

    You can’t have organic social without investing in people.

    Invest in people and they’ll invest in you.