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On Being Social

This past year I joined Toastmasters and it's been an amazing experience. I never expected to love it as much as I do. Last night I gave my third speech and because the topic was social media I thought I would share it with you here.

Keep in mind that it is written as a speech, so just imagine you are in a room listening to me give it as you read it :)


Social media and technology get a bad rap.

“It’s a waste of time”

“People don’t have real conversations any more”

“In my day this…."   

"In my day that…”

Have you ever heard any of those things? Have you ever SAID any of those things?

Today, fellow Toastmasters, I’m going to talk to you about why social media is more than just taking Buzzfeed quizzes and sharing pictures of your lunch. It can actually be incredibly connecting and instead of people no longer being social and forming “genuine” relationships, they’re actually just doing what we’ve always done in a new and often more effective way. After this speech I hope you will have a new appreciation for all the amazing opportunities to find friendships and community online.

Let me start with a story. As I’m sure many of you in this room know, becoming a mother can be really lonely. You’re never alone… but you’re always alone.

Depending on your baby…. or babies…. You may feel like it’s really difficult to leave the house, or maybe you’re just too tired to leave the house after being up all night with a baby…. or babies…

When I was pregnant with my twins I discovered the beauty of Twitter. When I was at home stuck under a baby… (or babies…) I could still find someone to talk to.

I could find someone to talk to in the middle of the day when everyone else I knew was at work, and I could find someone to talk to in the middle of the night when everyone else I knew was asleep. Did you know there is actually a hashtag for moms who are looking to find other moms who are tired and sleep deprived and looking for someone to talk to? #zombiemoms

Not only do new moms have a place to go to escape the loneliness of new motherhood, they have a place to go to to ask questions when they’re nervous or insecure, to share funny stories with people who will understand what they’re going through, and complain to people they know have been there too.

While this is an example of being a new mom, the examples of people who are otherwise isolated who can find a community are endless. People who feel too bullied to leave home, people who are sick and can’t get out of the house, people who just have a hard time in social situations.

Social media helps people who feel isolated find community.

What about those who aren’t isolated by situation, but by discomfort? I’m sure you’ve all seen people who are on their mobile devices at parties or at a restaurant.

I’m in no way suggesting that that’s a great thing to do, but I do want you to consider that a lot of the people who are doing that are doing it as a crutch. They’re uncomfortable in social situations and for lack of knowing what to say or how to interact. They’re using their technology to escape. They would have been the same people reading a book in the corner during a Christmas party or hiding in the basement watching TV 20 or 30 years ago.

Access to technology and social media provide safe places for people who are uncomfortable in big groups to still have social interactions. 

There are articles that I see going round fairly frequently that intrigue me. They’re all called something along the lines of Why is it so hard to make friends after 30?

It's harder to make friends once you’ve left school, but we all still need to be able to make new friends. The thing is, we’re also pickier about who we’re friends with the older we get – aren’t we? We want to feel like we have something in common with people other than their locker is next to yours.

You can find your community online. You can find the people who like to talk about what you like to talk about.

I have a friend whose daughter was born with a very rare disease. She’s found a group of parents online who also have kids with the same disease online where she can talk openly and honestly with people who understand what she’s going through. The disease is so rare that there are only dozens in this group from all around the world - before social media she wouldn't have been able to have these kinds of discussions.

My husband loves online poker. He’s found a community of people who like to talk about poker and who take it as seriously as he does and we’ve even been on vacations with people he’s met through that community.

I have met other female business owners who not only understand what it means to run a business from home while raising a family, but who also live in Ottawa. Not only are they in my city, they're in my suburb. I met almost all of them online. There are three of them in the room right now.

Social media can help you find your tribe. 

There is no doubt that people spend more time on their technology wasting time than they probably should – many of us are guilty of that.

But when it comes to technology making people less social while they hide behind screens all the time? I can’t disagree more.

Next time you see someone with their face in their phone – consider that they might be having a conversation with someone in a space that feels safer and more comfortable to them than the one that they’re actually physically in.

Next time someone talks to you about Facebook, don’t just think about it as a place that people go to waste time and play pretend farming games but as a place they’ve found safe places to talk about the things that are meaningful to them.

Because of social media I have the biggest group of friends that I see in person on a regular basis than I’ve ever had it my life.

Because of social media I never need to feel alone and I know I can always find someone to help me when I need it.

Social media could help you be more social too.

Should I boost my Facebook posts?

If you have a Facebook page then I'm sure you recognize the "Boost Post" button.

Should you be using this feature? If so, when and why?

Facebook Advertising

Facebook advertising is a great investment for your business and I highly recommend that every business have a budget for it. The tools Facebook have created are powerful and let you do all kinds of amazing things, including targeting ads to people who already like your page, people who are friends with people who like your page, people based on other pages they like, and based on age and demographics.

You can also upload your email marketing list and target people who are already warm leads for you, create lookalike audiences from your mailing lists, and put conversion code on websites and then target people based on whether or not they have been to your website.

The possibilities with Facebook advertising are incredible! That being said, figuring out how to use them all, and use them well, is not easy. I've been using their tools for a long time and I still get confused. 

Facebook has tried to make it easier for everyone to figure out how to use the tools and one of the ways they've done that is with the 'boost post' feature. So the question is, should you be using it?

Boost Post

The boost post option lets you, with the click of a couple of buttons, turn something you shared on your Facebook page into an ad. The boost button appears for the admins of a page after each post, making it simple to find and easy to activate.

Once you click "Boost Post" you make a few simple choices and then your ad will be submitted for approval and start posting.

I think the Boost Post function can come in really handy, but only some of the time. Here are some reasons that you should use the boost post feature:

To promote something on your website. 

I promote most of my new blog posts so that I can make sure lots of people see the update and have the opportunity to click through and read the post. I think my audience would value articles by other people and I'm happy to share those, but the ones that I'm going to pay for are the ones that are driving people back to MY website.

To promote something that I'm doing.

It may not be something new on my website, but it's still something that I want my audience to take action on. It could be to enter a contest, to sign up for a webinar or to fill out a survey. 

The key is that I'm promoting myself. Sometimes I see people promoting posts that don't really tie back to their key messages and that isn't a great use of their marketing budget. If you're going to spend money on advertising, either do it to promote yourself with the boost post feature from time-to-time, or, invest in creating elaborate Facebook campaigns using the more advanced features (you may also want to invest in getting some help to do that).

Tips and tricks for using boost post

If you are going to use the boost post function here are a few things I've found work well:

- Boost to people who like your page and their friends. Often, your current audience has a lot of people in their network who are also your audience. By promoting it, not only to them but also to their friends, you are possibly going to find more fans. This is especially true when it's a valuable piece of content like a blog post, and less true if you're asking for something and are just trying to get more people to see your post.

- When I'm boosting a blog post I often boost for the smallest amount over a few days, and I don't always keep the post boosted for the entire time. Once you pause the campaign you stop paying so you don't actually have to pay the minimum amount they make it seem like you have to pay. 

- Check the insights. When you boost a post you will see the 'reach' under your post in two shades of orange. In addition to this, make sure to check on 'view results' so you can see what kinds of actions people took from the money you spent.

Here is an example where I spent just over $1 to boost a post. For that amount I got 16 link clicks, 3 post likes, one comment, and almost 400 more people saw the post. 

I encourage you to play around with the boost post feature. Create a budget for it and figure out what you want to promote about yourself so that the money you're spending brings eyeballs to the things that will move your business forward. 

Leave me a comment and let me know what kind of content you'll be promoting next!

Don't forget to sign up for my FREE webinar this Thursday, July 16th at 1 p.m. EST I will be sharing tips and tricks on how small businesses can use social media effectively without feeling overwhelmed! Click here to reserve your spot now!

Create Facebook content by theming your days

contentcreation

We talk a lot about the value of having a plan when you’re creating content. Today I thought I’d talk a bit about how having themes for every day of the week for your Facebook page (or any of your social networks) can help you come up with content quickly.

What do you want people to know about?

First come up with some messages that you want to share with your audience: 

  • Do you want people to know that using your product will save them time?
  • Do you want people to know that you cook amazing meals that are healthy? 
  • Do you want people to know that you’re an expert in renovating kitchens? 
  • Do you want people to know that hiring a realtor is better than trying to sell their house on their own?

Create a list of broad categories of things you want people to know about you – just 2 or 3. This is going to help make sure that what you’re sharing is helping you achieve your goals.

Assign a certain kind of content to each day of the week.

For example:

Sundays you can share an article from someone else. There are all kinds of people writing incredible content that back up what you want people to know – that healthy food made from scratch is good for you, that exercising every day is important, that selling your home independently won’t always save you money. Spend a bit of time right now finding four articles that talk about something you believe in that would be of interest to your audience.

Mondays you can share a tip. Spend some time writing down four tips that would help your audience i.e., cooking tips, marketing tips, productivity tips, etc. 

Tuesdays you’re going to feature something from your website.  Go and browse around your website - what are some interesting things you want people to know about? Is there a page that tells me why I should buy something? Is there a testimonials page? Is there a free tool I could download? Find four interesting things and save the URLs for those pages and explain why people should be interested in having a look.

Wednesday ask a question from your community. Maybe it’s something about their favourite products or tools, or maybe it’s something about how they overcome certain challenges. Jot down four.

Thursday we’re going to play with Throwback Thursday (#TBT). Do you have old photos in the archives? Pull up four and quickly tell the story about a great event, about your first year in business, or about how much technology has changed since you opened.

Friday share an article from your website. You probably have all kinds of great content on your blog. Go find it and share it again – it’s still relevant. Pick four now.

Saturday we’ll go with something lighter because people like light on the weekend. Are there any jokes or comics you could share? I’m a fan of going to Pinterest and typing in key words to find stuff like that to share. Find four of these.

Do you see what I did there? If you find four of each of those things, you have a month of Facebook content already written and ready to schedule. It will take an hour or two most likely, but once completed you will have great content ready for the entire month!

Leave me a comment and tell me what your daily categories would be and if you think this would work well for you and your content creation!