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.

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.

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.

Brand awareness has become very fluid, real-time and word-of-mouth. Wouldn’t it be nice for them to see a kinder, community-oriented side of your business? Wouldn’t it be nice if they could help you help others?

Study after study illustrates that people are taking a greater interest in their “footprint” — the impact they have on the environment, the role they can play in the lives of others, and the impact their purchase decisions have. Retailers took notice of this years ago and responded with product lines and charge cards that “give something back.”

Now, with the aid of Facebook, retailers can help better mobilize people. At the end of 2009, Whole Foods launched a “This is my year to …”campaign in stores, encouraging customers to Know Where My Food Comes From, Choose Organic, or Share My Plate. Using a Facebook application, shoppers could vote for their chosen New Year’s resolution, thereby directing funds to the Non-GMO Project, Mission Organic or Growing Power Inc., which provides sustainable food to people in need.

In Virginia, Farm Fresh partnered with NuRide and TRAFFIX to reward commuters with Farm Fresh groceries and discounts for carpooling, biking, walking, telecommuting or taking public transportation. Locally, Big Brothers Big Sisters allows Bowl for Kids’ Sake 2010 participants to share a fundraising application on their Facebook page. The possibilities are endless.

Consider this. While charitable donations are down — by about 10 percent — online giving using social networking is growing. Sixty-three percent of consumers plan to donate to charities online. Another 25 percent said personal e-mails and what friends and family member say on social media influence which charities they support.

So generate good karma, make positive impressions and increase brand loyalty — partner with a cause and mobilize fundraising with a channel that is increasingly accessible: Facebook.

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.

“The success we had with the number of people attending our Spring Ice Maker in April proved that we had an opportunity to turn this into more than a social networking event,” says Kathy Marks, managing partner of TMA+Peritus. “We’re using the reach of Facebook to grow awareness of The Women’s Community and their work with victims of domestic abuse.”

“The only way to stop domestic violence is to increase awareness and take away the stigma that surrounds it,” says Jane Graham-Jennings, Executive Director of The Women’s Community. “The power of the web and social networking allows us to increase that awareness exponentially. It’s amazing to us how ‘community’ is no longer limited by geography.”

Virtual requirements for attending the Fall Ice Maker are that guests be a Facebook fan of both TMA+Peritus and The Women’s Community. At the local level, those attending the event at the RedEye Brewery will be donating non-perishable items to replenish supplies at The Women’s Community. One non-perishable results in one ticket for a free beverage; three non-perishable items gets two tickets.

In addition to hosting the benefit for The Women’s Community, Tom and Kathy Marks, managing partners of TMA+Peritus, are also donating two tickets to the November 14th Badger game against Michigan. Proceeds from that raffle will go to The Women’s Community “Unearth the Beauty” capitol campaign, which will provide funding for the building of a safe, secure, no-shame haven for adults and children fleeing violent homes. The Women’s Community hopes to reach its campaign goal of $4 million by the end of the year. Donations to the campaign can be made on-line at www.womenscommunity.org.

To become a fan of TMA+Peritus and The Women’s Community, please sign up through the following links:
http://www.Facebook.com/tmaperitus
http://www.facebook.com/womenscommunity
Fan sign up will also be available during the event.

As newspaper circulation dwindles, along with viewership and listenership at television and radio stations, it leaves a terrible hole in local markets.  For much more than a century, the newspaper was one of the strongest ways to get a message to a wide group of consumers.  Now, local blogs are popping-up in towns all over the country, and although they generally serve a purpose, there is no indication that the vast majority of them are serving an advertising purpose.  Many local city blogs are staffed by writers, not by salespeople offering a digital ad program backed by analytics and proven readership.  In fact, you would typically need to buy dozens of local blogs to even come close to reaching an audience comparable to that of a newspaper.  The point is, media fragmentation allows us a limitless source of information and entertainment, but it does nothing to help the local economy.

Still, most advertising dollars end up in traditional outlets, and so few go to local online ventures.  But slowly, those advertising dollars are drying up, and as they do, the local media outlets become more vulnerable to outside online companies and other media properties, and as they cut costs and their resources are diminished, so is a local advertisers’ once mighty platform for delivering a message across a local audience.  It’s really a shame.  Just think if you lived in Ann Arbor, Michigan, or owned a retail store in town.  Sorry folks, no more newspaper (they still have a website, however, and publish a small paper twice a week).  The fact of the matter is keeping our local newspaper, television and radio stations healthy and prosperous is very important to the health and prosperity of a local economy.  Right now, there’s a big movement in the produce section of your local grocery store to Buy Local – why not add Read Local, Watch Local, Listen Local to the movement?

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.

“We were impressed with the business-first approach that TMA+Peritus brings to their clients,” explains Tim Feit, Director of Promotions and Consumer Education for WPVGA. “The marketing plan they’ve developed for WPVGA will build momentum for the Wisconsin Potato brand, and at the same time ensures that new tactics will be implemented with authority and precision.”

Since completing the branding process with WPVGA, TMA+Peritus is embarking on a comprehensive campaign to spur product demand by educating and engaging consumers and produce buyers. Kathy Marks, Managing Partner of TMA+Peritus, explains, “The most effective campaigns incorporate public relations, print, web 2.0 and social media marketing. We are using all of these tools to launch an integrated campaign focused on growing sales of the Wisconsin Potato as well as the Healthy Grown® potato brand.”

Wisconsin is currently ranked third in the nation for potato production. In 2008, Wisconsin potatoes generated over $293,000,000 in product dollars for farmers and shippers, $51.5 billion in economic activity via agribusiness, and provided jobs for 420,000 people.

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

Presentation Description:
Members of the Portage County Business Council are encouraged to take advantage of this opportunity to learn all about Search Engine Optimization, Search Engine Marketing and Social Media from one of the state’s leading experts.  Jim Carlson, Director of Internet Strategies for TMA+Peritus, has worked on the websites of Footlocker, Eastbay, the NFL, ESPN, the NBA, Champs Sports, the U.S. Olympic Committee and others. He’ll share insights and tricks-of-the-trade that can be applied to enhance the web presence of any business.

Wisconsin State Capitol Lit Blue for Child Abuse Prevention Awareness

“Blue is the official color of child abuse prevention,” explains Jane Nemke, Executive Director of The Exchange Center, “With our theme of Paint the Town Blue, the state agreed to light the Capitol blue in the days leading up to and immediately following our fundraising event. From anywhere in this city, the Capitol building is a site to behold. Now, thousands of residents and visitors will be questioning the spectacular color change this week, bringing our awareness campaign to a whole new level.”

Paint the Town Blue will be held on Thursday, August 6, 2009 on the atrium deck of the Boardman Law Firm located in the US Bank building. Guests will enjoy jazz by the Jan Wheaton Duo, drinks, food by Liliana’s Chef Dave Heide, and a view of the Capitol awash in blue light. Tickets are $50 per person and must be purchased at www.thexchangecenter.org no later than August 5. All profits from the event go to The Exchange Center for its work to prevent child abuse.

“Olympic Gold-Medal Speed Skater Casey FitzRandolph will be at the event personally greeting each of the guests,” notes Nemke. “And we’ll have a very unique silent auction at which attendees may bid on a gallery of children’s sneakers autographed by prominent figures and celebrities, including Jack Black and Ludacris.” In addition to the silent auction, live auction items include passes to Disney World, airline tickets, local art, and a pair of topaz and diamond earrings. Guests are encouraged to wear blue.

“The Paint the Town Blue initiative is a means for us to show how even the smallest gestures or donations can make a difference in a child’s life.”

For more information on Paint the Town Blue, contact Sara Johnson at 608-241-3434, ext. 26 or sjohnson@thexchangecenter.org or visit www.thexchangecenter.org.

The Exchange Center is a non-profit organization, established in 1984, dedicated to the prevention of physical child abuse and neglect. Serving families in Dane County, Wisconsin, The Exchange Center provides a personal parenting support network for each family with in-home support, advocacy and access to a wide range of community and professional services. For more information, visit their website www.thexchangecenter.org.

“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.

Does grass roots have new life?