I love the Shoe Dog and here’s why — I have very high arches and I need a very specific running shoe, I run in all terrains and I have foot “issues.” And darned if that Shoe Dog hasn’t found the perfect running shoe for me (and convinced me to switch brands after 15 years of singular brand devotion) based on how many miles — and how fast — I run, whether I have calluses or bunions, where I run, how much I weigh and what my foot mechanics are. And darned if I’m not running better and more comfortably.

 What I love about the Shoe Dog is what I love about Facebook — its “go fetch” nature. I use Facebook for business and pleasure — and I have it open all day long. Why? It’s an incredible business asset for me — a constant crowdsourcing resource that helps me keep tabs on industries important to my clients. Because I “like” top industry publications on Facebook, they “fetch” for me — kindly sharing the latest industry news via their status page, which appears on my status feed. I can then share that information with my clients and they can in turn share it with their clients on their own Facebook business page.

 Perhaps you haven’t found a Facebook page that keeps you up-to-date on industry news. Can you say “opportunity”? Here’s your chance to be that resource — go fetch! Remember, Facebook updates shouldn’t just be about your business — they should offer information that is of interest to your clients. Set up a few Google alerts that keep you abreast of the latest industry research, then post that information and links on your Facebook page. Soon, you’re the resource everyone “likes” and whose posts they rely on.

 Further, if you allow your employees to have Facebook open during working hours, you open yourself to internal and external crowdsourcing. Sure, your employees may take a few minutes to catch up on what their friends are doing, but if they subscribe to other relevant business pages, you’ll be surprises with what they come up with. Even non-relevant business pages (those outside your industry) can give employees some great ideas. Think of it as research: which business pages do a good job of getting your employees’ attention and why? Take a look at those Facebook pages — particularly their status page — and see if you can replicate that experience. 

I’m also an example of your ideal Facebook customer. While some people are uncomfortable with the targeted ads that show up on their personal Facebook pages, in general I’m not. Those ads have fetched a variety of opportunities for me — be it a trip to a Wisconsin town I’ve never been too or a digital coupon.

Take for example my planned trip to Bayfield, Wisconsin. Bayfield’s Facebook ad lured me in with “40,000 new daffodils in bloom”. Based on my profile data, likes and dislikes they knew those daffodils would be a powerful pull for me. They’ve got my number and it worked to their benefit — and mine. Not only did I click on the ad, but I “liked” Bayfield’s Facebook page, visited their website and then shared the information on my own Facebook page. I’ve also planned a weekend trip — that means more tourist dollars in their coffers for lodging, meals, entertainment and perennials. And because I’ve “liked” their page, I get updates on other upcoming events — which means another trip or two in the near future. Do I feel manipulated? No, I feel lucky. Like the Shoe Dog — who found a better shoe for me — this ad found a town that was a better, newer “fit” for me — instead of my annual trip south to Chicago, I’m heading north to Bayfield.

Every one of us is a consumer. So think like one and get Facebooking. Whether you’re doing the fetching or letting another Facebooker fetch for you — it’s a win-win situation.

Miss Borgschatz was my third grade teacher. I’ll always remember her  — and not just because her name is sort of fun to say. I’ll remember her because of what she wrote in the comment space on my final report card that year. In big, bold, cursive handwriting:  Pamela does not take criticism graciously. Harsh. 

Looking back, I may have argued my points of view a bit too passionately for an eight year old. Maybe I haven’t changed all that much since, but I have learned to be kind to my critics. But let’s face it, when someone finds fault with what you say or attacks how you do something, it’s pretty hard to take. Especially when you think you’re doing everything right. Right out of left field. Bam.

And that’s why, as marketers, we have this love-hate relationship with social media. Mostly love, because social media does help us create true, two-way communication with our customers and between our customers. It’s this great dialogue that helps form personal relationships with customers, inviting them to become part of our brands and our businesses. But because social media conversation is so authentic, we can’t control what the other person is going to say. That’s what we really fear.

So, what if a personal relationship with our brands becomes really personal? We need to be prepared to deal with the issue. Mashable (www.mashable.com), the widely read online social media guide, offers some great advice. They suggest that the first step to effectively dealing with negative feedback is determining what type of feedback you’ve received because each type requires a different type of response. They bucket feedback into one of four simple categories:

Straight Problems. A customer is telling us exactly what went wrong with our product or service. If the issue is a real issue, we need to fix it and all our customers should be notified that those steps are being taken. If the feedback is the result of a perceived problem rather than an actual problem—a customer disagrees with the way we do things —they still deserve a response as straightforward as “Thanks for bringing it to our attention, but here’s why we do it that way.”

Constructive Criticism. This is always good, especially when a suggestion is included. It’s good to have customers suggest ways in which we can improve our products or services. And they deserve a response, even if we don’t follow their suggestions.  We gain trust and loyalty by responding to criticism with a positive message, thanking customers for their input.

Merited Attack. We did something wrong, and someone is angry. Mashable says that we should keep in mind that this type of feedback has a basis in a real problem. It’s best to respond promptly and with a positive feeling — like thanking the commenter for the feedback and assure him that steps are being taken to correct the issue or to mitigate their problem (for example, a refund or replacement).

 Trolling/Spam. These people have no valid reason for being angry at us. They use negative comments about our products or services (whether true or not) to promote a competing service. Mashable says it’s almost always best not to respond. These comments are designed to bait us into unnecessary and image-damaging fights. Ignore the comments and when appropriate, remove them as soon as we spot them.

 So, categorize the negative responses, respond in the right way to those that deserve response, and don’t let yourself be drawn into a fight. That’s a good plan for taking the fear out of social media and one that reflects positively on our businesses—and our brand report cards. Thanks, Miss Borgschatz.

Make 2010 the year you “do some good.” Whether it’s donating to victims of the earthquake in Haiti or bowling for your local chapter of Big Brothers Big Sisters — social media platforms have leveled the playing ground, making it just as easy for a small entrepreneur or multimillion-dollar conglomerate to play a philanthropic role in the community.

Why should you expend energy on “giving?” Besides the obvious answer — because you can make a difference — there are some business advantages. Remember, “community” no longer defines a geographical region just outside your door. It represents a larger, virtual online community populated by your fans, customers and prospective customers. People talk about you in these virtual communities. And they share your links, events, white papers and postings.

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The Women’s Community is now on Facebook, and to jumpstart their fan base, Thomas Marks and Associates and Peritus Design (TMA+Peritus) are hosting their semi-annual social networking event to benefit the non-profit organization during Domestic Violence Awareness month.

TMA+Peritus’ Fall Ice Maker will be held on Thursday, October 22, 2009 at the RedEye Brewery in Wausau. But you won’t see invitations in the mail. TMA+Peritus and The Women’s Community are using the power of social networking to generate awareness for the event.

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Full disclosure.  I like newspapers, especially on Sundays.  What’s better than seeing your hands black with newsprint after reading the New York Times, and yes the Wausau Daily Herald.  The problem is, I’m in the minority; and it’s not just newspapers — toss in local television and radio stations and you’ve got yourself three relics heading for the endangered species list.
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Local interactive design and marketing agency to grow sales of state’s potatoes

The Wisconsin Potato & Vegetable Growers Association (WPVGA) has partnered with Thomas Marks & Associates and Peritus Design (TMA+Peritus) to increase awareness of the Wisconsin Potato and Healthy Grown® potato brand among consumers and retailers nationwide.

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Getting a Grip on Search Engine Optimization, Search Engine Marketing and Social Media from a Real, Live Geek

Presented by: Jim Carlson, Director of Internet Strategies for TMA+Peritus

Wednesday, September 9, 2009, 7:30 a.m. at the Portage County Business Council office
5501 Vern Holmes Drive, Stevens Point
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Madison, WI — The Wisconsin State Capitol will be bathed in blue on Monday, August 3, and will stay that color for seven days, all to raise awareness for the prevention of child abuse and neglect. The Exchange Center for the Prevention of Child Abuse, a non-profit organization committed to child abuse prevention in Dane County, recently launched a yearlong awareness and fundraising initiative — Paint the Town Blue – to raise community awareness and funds to prevent physical child abuse and neglect, and also to honor, in part, The Exchange Center’s 25 years of service in Dane County.
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Thomas Marks & Associates and Peritus Design (TMA+Peritus), a strategic interaction agency specializing in the interaction between businesses and customers through branding, public relations, print, web 2.0 and social media marketing, will be presenting recession-appropriate marketing strategies to the International Association of Business Communicators (IABC) in Madison. The presentation, “What is Strategic Interaction and How Can It Drive Sales and Business Relationships,” will be given by Tom Marks, President and Managing Partner of TMA+Peritus, and Dave Neelsen, Senior Business Strategist at TMA+Peritus.

“Despite the economy, we’ve had an upswing in the number of new clients,” notes Marks. “Businesses need to stay in front of their customers — no matter the economic climate —  and they’re looking to us to help them do so in a cost-effective manner. This presentation will focus on how businesses can better come to understand their customers and how they can use that understanding to interact with them to grow sales and prospects.”

IABC Madison is a network of business communication professionals, including public/community relations and public affairs, corporate communications, investor relations, advertising/marketing communications, and human resources personnel. IABC’s mission is to facilitate successful communications and to provide professionals with opportunities to learn from each other and experts in their field.

The presentation and luncheon will take place at the Edgewater Hotel in Madison on Wednesday, June 24, 2009 at 11:30 a.m. Interested parties can register via email at iabcmadison@verizon.net. The deadline for registration is Friday, June 19. Cost is $17 for IABC members, $23 friends and guests, $12 student members.

Everywhere you look – it’s all about building community. On TV, American Express is telling me there’s a “date on my card” and there’s the “date when you realized it’s more than a card.” And then I’m asked, “Are you a member?” In the world of Facebook, I’m welcomed to a wide variety of groups and causes by friends who understand my idea of community. On the Internet, I see companies like Zappos and Threadless who build their brand by building a community. Now top that with the genius behind Barack Obama’s grass roots funding campaign that created an impassioned community and I have to wonder — is grass roots the new way to grow funding for community-based organizations? No longer, it seems, must public service entities chase the large cash cows. Instead, by building an online presence that engenders an interest-based community, it seems the real power in raising funds is by realizing, quite simply, that every dollar counts.

Does grass roots have new life?