I’m a big fan of Dunn Bros Coffee in downtown Nashville. I even walk past a Starbucks to get to the store. When you walk in and smell the aroma of their on-site coffee roasting, you’ll understand why.

On occasion, I’ll tweet about dropping in and grabbing my favorite beverage, a vanilla iced nirvana. The folks at Dunn Bros have taken notice. On Thursday, I received the following tweet:

Do you think I made it a point to stop in today? You bet I did!

The beauty of this tweet was that it was targeted to me and my interests. It showed that they are paying attention to me by giving me a heads up on the promotion even before it went out via e-mail.

Although what Dunn Bros did is quite simple, it seems many small businesses miss the boat on this. If you’re not quite sure how to leverage social media for your business, here are a few simple tips:

• Listen. In other words, pay attention to people who comment on your blog, “like” your Facebook post, check in to your business on Foursquare or mention your brand on Twitter. The people who do these things are already connected to your business, so it’s important to understand who they are, what they like and why they visit. Social media is an excellent tool for learning more about your customers.
• Engage. Once you take notice of people talking about you online, strike up a conversation and interact with them. Thank them for stopping by or find a common thread and just say hello. The people who are talking about your business are your biggest fans, so it pays to connect with them.
• Encourage. In social media, overt sales tactics can be a big turnoff. If you’ve never communicated with a person, sending them a message asking them to retweet your special will not be well received. But, if you’ve taken the me strike up a conversation with someone, they will welcome your a message about your upcoming special, especially if it’s catered to their likes and interests. With Dunn Bros, for example, we have communicated a number of times about my love of vanilla iced nirvana. So, when they sent me a tweet about their upcoming deal for my favorite beverage, it made me feel special and excited to take advantage of it.

What are some other small businesses that are doing social media right? Share your examples and experiences in the comments and let’s applaud these businesses who are doing it right!

Google is known for its innovative homepage doodles – ranging from recognition of holidays or obscure anniversaries or birthdays. Last month, Google’s homepage featured an interactive Pac Man game in celebration of the game’s 30^th anniversary. The game on the homepage was innovative, addictive and flat-out buzz-worthy. Everyone talked about Google’s brilliant move that day. In fact, this move was so popular that Google even made a version of its homepage available with the Pac-Man game.

A mere few weeks later, Google introduced the photo wallpaper option on its home page. Instead of being innovative, it appears as if Google had become a copy cat. Why copy Bing when Google is known for being a market leader?

It seems many Google users felt the same way. Within hours of the background wallpaper showing up on Google’s home page, throngs of users begged for Google to take it down. Google listened and now the wallpaper is optional.

This begs the question – to imitate or innovate?

While this move certainly doesn’t damage Google in the long-run, it does prove why it’s important to listen to your audience and stick to what you do best. Google’s hallmark is its simple home page and powerful search. Adding the wallpaper to the Google homepage didn’t inhibit its search capabilities, but for many, it created clutter to the dead simple search engine. In my opinion, that’s where Google slipped up. While the option to customize the home page may be nice for some, it wasn’t what Google users find valuable.

When it comes to your business, paying attention to competitors is important. It helps you understand market need, and how to differentiate your products and services. However, in doing so, you must be careful to stay true to your brand and live up to your customer’s expectations.

Why do you think Google missed the mark? What should they have done differently? How does this apply to your business?

Google homepage screenshot: Jeremy Victor

In the past few days, I’ve communicated with a number of people on Twitter about which e-mail programs I use. There are hundreds of services out there and it can be overwhelming to determine which one is the best bang for your buck. As with anything in life, the cheapest option isn’t always best.

There are two e-mail services I have used and would highly recommend to businesses and non-profits – Emma and MailChimp. Here’s a run-down of each service based on my experience:

• Design: Unlike other e-mail programs, Emma provides you with a customized e-mail template to use for your campaigns. This ensures your e-mail campaigns are styled to match your brand. When designing individual campaigns, Emma provides a number of pre-designed layouts. Because the layouts dictate where the text and photos are located, they can be somewhat inflexible and the editor can be a bit cumbersome to use.
• Analytics: Emma has recently redesigned their product and this really shows in the response section. They offer nice graphs to show opens over time and even give you the ability to compare campaigns. Their dashboard also makes it easy to access more detailed data with just a few clicks.
• Customer Support: Emma offers phone support from 8:00 a.m. to 6:00 p.m. CST. If that doesn’t cut the mustard, they have an online library of questions to help you solve the issue until you’re able to get in contact during business hours.
• Cost: Start-up businesses and non-profits pay $99 to get started with the Emma, and established companies pay $249, which includes custom stationery design. Emma charges $30 a month for lists of up to 1,000 subscribers. Non-profits receive a 20 percent discount on all services. Emma has recently added survey integration and analytics for free. This is a great added benefit if you need to create event registrations, customer surveys or feedback forms.

• Design: While MailChimp has some pre-designed templates, it hangs its hat on an easy-to-use HTML editor. To help you get started, MailChimp imports your Web site’s logo and colors to use as the e-mail header. If you don’t like that option, you can upload an image file and MailChimp will automatically create select colors to match. With MailChimp, you can create a number of e-mail templates to use for your various campaigns. MailChimp is also dead simple to use when building each campaign. Their campaign editor allows you to place images wherever you like.
• Analytics: MailChimp has a beautifully designed reports dashboard with pie charts showing which e-mails were opened, bounced, etc. You can also see where your e-mails were opened on a world map. To get more detailed data, such as which recipients clicked on each link, you have to purchase a one-time add-on for $49.
• Customer support: MailChimp has a detailed knowledge base that answers most of the basic questions users will have. They offer e-mail and live chat support from 9:00 to 5:00 EST. Unfortunately, they do not offer phone support, which can be difficult when troubleshooting more advanced problems.
• Cost: There’s no sign-up cost to use MailChimp, and their freemium pricing model allows businesses to use the service for free for lists with less than 500 subscribers. For lists up to 1,000 recipients, users only pay $15. If you’re a non-profit, you get a 15 percent discount for using the service.

The Bottom Line

If you are a small business with a list of fewer than 500 recipients or simply on a tight budget, I recommend MailChimp. For a free service, MailChimp can’t be beat. The e-mails look polished and the service is easy to use. The main downside to MailChimp is its lack of phone support.

For businesses that want a custom-designed template and don’t have the ability to design one, Emma can’t be beat. The extra money up front saves a lot of businesses the time and trouble of setting up their own stationary. And, it will likely look better too. Emma’s account representatives and full phone support make this service a great choice for business that want more personalized service from their e-mail service provider.

Which e-mail marketing service do you use and why? I would love to know your thoughts in the comments!

Image credit: Mzelle Biscotte

When the check arrived at the end of lunch, we both noticed the business card that accompanied the check – it promoted the restaurant’s social media sites (see above). We both agreed that this was a smart way to let patrons know where to find the restaurant online.

For businesses that are using social media, it can be overwhelming to figure out how to best connect with your customers online. While it may seem counterintuitive, the best place to let customers know about your Twitter or Facebook profile is outside of social media itself. In other words, instead of looking for your customers on social media Web sites, go to where your current customers already are – in your store or on your Web site.

Here are some suggested places to promote your social media efforts:

• Web site. While this is a bit of a no-brainer, it’s important to provide prominent links on your Web site to your social media pages. This gives Web site visitors easy access to the information and helps draw attention to your efforts.
• Business cards. Business cards are about connecting. Use them to share links to your social media profiles. Worried about having enough space on the card? Ditch the fax number and only include links to the social media sites you use most.
• E-mail signatures. Encourage employees to include social media profiles in their e-mail signature. If employees don’t use social media, encourage them to include links to the company’s pages.
• Product packaging. Find clever ways to include social media information in your product packaging. Retail establishments could incorporate their usernames on custom shopping bags and tissue paper. If you ship items, include a note card or sticker with the information. There are plenty of ways to be creative with this.
• Checkout counter. Post a small sign by the check-counter to remind patrons that they can receive discounts and other important information by following you on Twitter of Facebook. If you run any regular specials via social media, this would be a great place to advertise that.
• Collateral materials. From direct mail pieces to brochures, be sure to include your social media usernames as part of your company’s contact information. Not only does this let clients and customers know how to connect with you, it positions your business as being on top of communications trends.
• E-letters. Does your company send an e-letter to clients? If so, this is a perfect place to let your customers know they can connect with you via social media.

How do you promote your social media efforts? Have you seen any interesting ways of promoting social media?

P.S. Does your business need help getting started with social media? If so, I can help. Click here to contact me and we’ll talk about how to grow your business through social media.

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In the wake of the catastrophic flooding throughout Nashville last weekend, social media has proven to be an essential communications tool throughout the crisis. In my experience, the most relevant and up-to-date information came from blogs, Twitter and Facebook.

During last Sunday’s storm, 44,000 Nashvillians were without power (myself included). The only way I was able to receive critical information about the severe weather advisories and the growing flood problem was through Twitter and Facebook on my phone.

In the days following the storm and subsequent flooding, my social media circle has continued to keep me informed about road closures, the need to conserve water and how to volunteer with relief efforts. It has been amazing to see the exchange of important, timely information take place online.

To continue reading, check out the full post here.

P.S. Mark is generously matching donations to Nashville flood relief efforts (up to $1,000 total). If you’ve donated to Nashville flood relief (or if you want to), check out the full post on Mark’s blog to see how your donation will be matched by Mark.

Image credit: Nashville Flood Tees

It has been a tragic event. And yet, Nashville is a resilient city full of hope, optimism and promise. The acts of heroism and kindness have been astounding, proving the Volunteer State has lived up to its namesake. I could go on, but there are a number of bloggers who have done an excellent job capturing this without me weighing in further.

However, I do want to share my observations about how Nashville has communicated about this crisis, and why I think social media should be a vital component of crisis communication planning.

On Sunday, my house was without power for at least 12 hours. During that time, we were under a number of severe weather advisories. The only way I was able to receive information about the situation was through social media channels on my phone. Thanks to the local media and my friends throughout Nashville, I was able to stay abreast of the situation through Twitter and Facebook.

In the days following the storm, my social media circle has continued to keep me informed about road closures, the need to conserve water and how to volunteer with relief efforts. It has been amazing to see the exchange of important, timely information take place in this manner. The use of the #nashvilleflood hashtag on Twitter has made it easier to stay on top of pertinent information.

While the city of Nashville has done an excellent job handling this crisis and communicating information to the media, I have been disappointed with the lack of official communication via online outlets. As the Nashville Scene pointed out today, Nashville’s own city Web site has outdated information. Additionally, none of the city’s agencies are using social media to communicate.

I do not say this as a knock to Nashville. Instead, I offer this as an example to encourage government agencies and businesses to include social media efforts in their crisis plans.

Here are a few reasons why I think social media is an essential component to crisis communications:

• It allows you to communicate quickly. Although social media does not replace broadcasting through traditional media channels, it does offer another way to distribute important information quickly. Social media is easy to use and can be updated while on the go. Organizations can use Twitter and Facebook to quickly provide links to your Web site and other hubs of information that would be useful to citizens during a crisis.

• It’s a tool for answering questions. In a crisis situation, phone lines may be down or tied up due to a large volume of calls. Social media provides another avenue for people to get questions answered. In your crisis plan, designate someone to be responsive and field questions that come your way. Responsiveness will help prevent the spread of rumors, or allow you to respond to rumors that develop.

• It’s mobile. Remember that people may be without power or away from their homes when important information is needed. Send the information to where the people are – on their phones. Because people can’t get live streaming TV coverage on their phones, relying on broadcast media to convey information won’t do the trick. Send links to YouTube videos, Flikr, Web sites or maps that convey necessary information.

If you do not yet use social media, it’s important to put the necessary tools in place before you’ll need them in a crisis situation.

How does your organization use social media in a crisis? Are there other benefits I’ve missed?

Image credit: kelseywynns

In January, I decided to train for my first half marathon after reading an encouraging post from Michael Hyatt about the benefits of running. The experience did not disappoint. I learned so much about myself and improved my fitness along the way.

Running the half marathon also taught me a great deal about setting goals and the effort it takes to achieve them. Below are the three things I learned as part of this experience.

Reaching your goals isn’t easy.

I’ve talked previously about overcoming obstacles in relation to my half marathon training. Admittedly, the four months of training wasn’t easy. And, even on race day, it was challenging to reach the finish line.

The truth is that any goal worth achieving is going to be hard work. Whether you’re working on losing weight or developing a product for your business, there will likely be times you will want to slack off or even quit. Don’t. Stick with it, find your inner resolve and just do it. It will pay off in dividends.

The journey is more important than reaching the goal.

Don’t get me wrong, crossing the finish line at the race was an exhilarating experience. However, the months of training was perhaps the most rewarding part of this endeavor. Not only did I build relationships with wonderful people and develop positive exercise habits, but I also learned a lot about myself in the process.

When you are working to achieve something, you test your character and strength. You discover who you really are. Savor the experience and take note of how you handled difficulties that you faced. Learning from the process is the most valuable thing you can do.

The finish line is not the end of the journey.

Running the half marathon was more than crossing a goal off of a to-do list, it was part of my larger strategy to become a healthier person. Instead of hanging up my running shoes, I plan to continue my training regimen and run another race this fall. Now, my goal is to shave 10 minutes off of my finish time.

Once you’ve reached your goal, you don’t pack it up and quit. Instead, set another goal and work towards it. The best part of reaching goals is that it fuels you to take things to the next level.

There is always more we can do and ways we can improve. Look at your life, your business, your relationships. Determine measurable, actionable goals and start working towards them. You’ll be amazed what happens when you do.

What goals are you working towards this year? What have you learned from achieving (or not achieving) your goals?

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Recent brand attacks via social media reiterate what many organizations are lacking - little to no understanding, much less preparedness, on how to deal with an Internet-driven crisis. But there’s no need to panic if you plan ahead, just as you would with any regular crisis communications process.

Case in point: Look at Southwest Airlines and how they handled a recent disgruntled passenger who had more followers on Twitter than the airline did. When he’s told to get off the aircraft due to his large size, he fires off his displeasure via Twitter. Southwest responded in less than 20 minutes to his complaint, offering apologies and travel vouchers. The airline could immediately respond only because they had planned ahead with steps like these:

1. Anticipate Operational Issues - Brainstorm about operational issues that could go wrong from senior executive mismanagement and questionable finances to poor customer service and natural disasters. You should have a detailed game plan on how to best address various issues and differing audiences with specific communications avenues. Now think about how and/or if to include social media in your plan. The main reason the Southwest story had a short shelf life was two-fold: quick response, backed by its solid and reputable brand that began years ago (that’s for another post).

2. Social Media – Your overall communications strategy should contain various tools like media relations, stakeholder notifications, databases, etc. Adding social media tools is as simple as setting up accounts on Twitter, Facebook, YouTube, SEO, and establishing static web pages and other tools to strategically use in the event of a crisis. Going back to Southwest, when those tools are incorporated as part of your regular communications plans, consumers won’t see these tactics as just “they’re in trouble” tools as they will already be familiar with your brand. Global brand Heinz did not anticipate a hacker claiming to represent the company to set up a pretty believable Twitter account with lots of followers. Why? They didn’t do the simplest of things like setting up an account, which takes less money than time.

DISCLAIMER: If your organization doesn’t understand how social works in its most basic purpose of forming communities and two-way relationships, and/or if your organization is unwilling to take its lumps and address its naysayers, you may be fighting an uphill battle (again, that’s for another post). Just keep in mind that it’s difficult to address a crisis initiated on and perpetuated by social media. Ask Domino’s.

3. Ninja Response – Social media communications works in real time. If you have any reason to believe something’s about to break, closely monitor activity; if your suspicion holds true, pounce on the situation like a Ninja. Because you’ve already anticipated sensitive operational issues, you will have a clearer idea of what tactic to use with what audience (see Step 1).

Here’s the bottom line: No organization is immune to a crisis. Every organization should have a crisis communications plan. Get out your plan, and start rethinking your tactics in light of today’s social media. Then do that again six months later.

What are other ways to plan for a social media crisis?

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About Susan
Susan Hart, APR, is a public relations consultant with 25+ years of professional experience. She currently counsels service providers in health care, real estate, technology and financial services. For more information, check out www.hartpr.com or follow Susan on Twitter @SusanHartPR.

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Ambush interviews have long been a weapon in the broadcast journalism arsenal. You know the type – the reporter waits patiently outside the building for the unsuspecting CEO or government official to emerge. While one can argue that this is shoddy journalism, the truth is that this tactic gives reporters get exactly what they were after – a juicy story.

Last week, a local investigative reporter ambushed the County Clerk’s office on a tip about slot machines in the break room to celebrate St. Patrick’s Day (no joke). Take a look at this video – it is rife with examples of what not to do:

It goes without saying that shoving a reporter is always a bad idea. But, what would you do if this happened in your office?

To continue reading, check out the full post here.

Image credit: der_makabere

Here are some of my favorites this week. I hope you find these tips useful and that you can learn from the mistakes some of these folks made!

• Sweet Tweets – Dunkin’ Donuts is a shining example of how to use social media to build sales. This article talks about what they’ve done to be successful with this approach.
• Greenpeace vs. Nestle: How to make sure your Facebook page doesn’t become a PR trojan horse – On the flip side, Nestle blundered their response to a Greenpeace attack on Facebook. This article gives tips on how to handle this kind of situation.
• 7 Insanely Useful Ways to Search Twitter for Marketing – Fantastic post from Duct Tape Marketing about how to use Twitter to target and find prospects.
• How Small Businesses Are Using Social Media for Real Results – Mashable always delivers great content about using social media. This is a must-read for businesses who are in the social media space.

What were your favorite reads this week? Feel free to share your favorite articles of the week in the comments section!