Should You Monetize Your Twitter Account?

It’s natural, as you sign on to a new site or social network, to gravitate toward like-minded people or others working in your area of expertise. As a writer and social media specialist, I tend to follow colleagues and experts in the published and SEO fields to keep up on rumors and events. Ultimately, I realize many of the people I follow are using Twitter not so much to trade recipes and water-cooler talk about Lost and the Super Bowl, but to promote their own interests. Authors have books to sell, SEO mavens have services to exploits, and the bottom comes down to money – the more time invested in social marketing should eventually yield results.

So it comes as no surprise to see people I know opting to post “sponsored Tweets,” data designed to offer the profile’s owner a kickback on click-throughs and/or purchases. Sponsored tweeting works similarly to pay-per-blogging: a business sets a budget to advertise products and services through a site that connects advertisers and Twitter users. Registered Twitter users then accept or reject the ad copy given to them, and post accordingly to their account(s). Depending on the company, these micro-bloggers may need to disclose which of their tweets are sponsored, and as people click through and/or take advantage of the deals the one who posted the tweet receives a commission. Whether or not one can get rich simply by tweeting is up for debate, but it does beg the question of whether or not the practice could risk your Twitter following.

Think about why you tweet, how you post, and what attracts viewers to your feed? What expertise do you offer that keeps people interested, and how often do you directly socialize with the people you follow on your profile? I mentioned earlier that I do follow a number of authors, all of whom have books and other projects to promote – naturally I expect to see links to online bookstores, blogs, and contests for book and prize giveaways. On occasion, I am known to unfollow a Twitter account based on saturation. If every post off the feed is a “buy my book” plea, offered every few minutes, I may find a reason to quit reading.

Personally, too, of those I know who are supplementing their income with sponsored tweeting, I find it isn’t too disruptive, and the profiles continue to offer data of value. As with any such venture you consider, for whatever reason, balance promotion with genuine socialization to keep those who came to you for a reason.

One thing to note about sponsored tweet programs: just because you use Twitter doesn’t mean you automatically qualify. An advertiser with money to spend wants to be seen, and if you’re a new user with only ten followers to your credit chances are you won’t fit the criteria, as opposed to the seasoned poster who organically grew a following.

Kathryn Lively is a social media specialist assisting clients with social media writing and tourism social media services. Clients include Gainesville hotels and European hotels.

Document Sharing Boosts Social Presence

Earlier we discussed how businesses can use digital publishing to their advantage, and increase authority in their specific fields by offering books and guides for visitors to download. As publishing moves forward into the social realm, with Facebook and Twitter users sharing viral data 24/7, those interested in attracting attention should acknowledge their options with regards to document sharing. Whether your aim is to publish white papers relevant to your business, or to sell a cookbook of family recipes, or even to share you non-profit’s newsletters, your involvement in social media and social sharing can help boost visibility of your cause, and in turn increase business and/or donations.

Let’s take a look at some of the more popular document sharing sites and how their functionality can work for you.

Smashwords.com – In just a few years of existence, Smashwords has become a force in electronic publishing. Partnered with major retailers Barnes and Noble and Fictionwise.com, and with close to half a billion words published, this site offers writers an appealing opportunity to expose their work to readers. Account holders (registration is free) may offer works for free or for a fee, with Smashwords taking a small percentage of the cut – authors receive 85% of net sales, a bounty compared to what traditional publishers take. Membership in their Premium program is contingent on following their publication guidelines.

Scribd.com – Launched in 2007, Scribd boasts over 10 million published documents from novice users, seasoned authors, and large corporations like O’Reilly Media and the Ford Motor Company. An account at Scribd gives you the option of uploading a document (PDF, MS Word Doc, and Power Point presentations) for free distribution or to sell. Once uploaded, Scribd’s tools allow you to embed documents into websites (branded readers are also available) or share via social media. There is no charge to use the service, for gratis or paid uploads.

Wattpad.com – Wattpad bills itself as the most popular eBook community, focusing on fiction and poetry although it does make room for academic works. With your free account, you can upload text files and ePub format. There is no paid model available at this time, though Wattpad offers the opportunity through a partnership with print on demand purveyor Lulu.com. Wattpad also offers a mobile version of their site, with an iPhone app.

Docstoc.com – Also founded in 2007, DocStoc allows users to distribute free and paid content, and in addition will let you integrate your Google Adsense information in your account. The more you upload to DocStoc, the better the opportunity for earning commission via your Adsense. DocStoc is geared mainly toward professional documents and non-fiction, novels and templates and PowerPoints are also found here. For companies, DocStoc provides a publisher partner program to increase your brand visibility, and permits embedding of works on other sites.

Issuu.com – This digital publisher claims 6 million visitors a month with 500 million uniques. The principle is the same as with the previous sites, and Issuu lists the likes of Penguin Group, Google, and Random House among its content providers. There are two tiers for membership: a free account for the purpose of sharing gratis documents, and a Pro plan of $19/month which allows accounts to sell books and other files. An Android app is available, with an iPhone/iTouch one pending, and companies interested in branding and customization can take advantage of Issuu’s developers’ tools.

A few things to remember if you decide to pursue social sharing via document sites as these: 1) It’s important to make sure your works are edited and polished before publication, as the files you present stand for your company and/or busines; and 2) Only distribute works for which you hold the rights/copyrights. While sites like Scribd and Wattpad and others provide excellent opportunities for file sharing and buzz via social networks, it’s not uncommon to see people use them for illegal book sharing, or piracy.

Do you have writing to share pertinent to your business? Whether you have one page or one hundred, you can increase your visibility and brand through social document sites.

Kathryn Lively is a social media specialist assisting clients with social media writing and travel social media services. Clients include Gainesville hotels and Virginia Beach web design firms.

Facebook Turns 6 – You’ve Come A Long Way, Baby

I’ve never had the opportunity to say this, so I’m going to bask in this moment.

Back in MY day, Facebook was very different than it is now. Only college students were allowed, and the news feed was non-existent.  We didn’t use Facebook to figure out a company’s business hours, talk with our favorite aunt in Vegas or live feeds.  Back when it was www.THEfacebook.com, there was no Farmville, no Mafia Wars, dopplegangers or status updates. The utility of Facebook was brilliantly simple – if you didn’t go to class to take notes, send your friend a message (writing on the wall was kind of weird at the time).

Then came the groups, the photo tagging, and the complicated relationships.

Here’s what a profile page looked like when I first started Facebook in 2004:

Ah, blissfully simple. Nice, clean boxes. Then, everyone freaked out when “The mini feed” came rearing it’s ugly head. As if the addition of the status wasn’t too creepy feeling, Facebook wanted to chronicle every thing you did on the site.

If we only knew! The mini-feed has now split into a news feed AND live feed, your wall is the most prominent feature, and we are inidated with pay-per-click ads on the right side of the page that are targeted toward everything we put into our personal information in our profile.

Mark Zuckerburg had no idea his small Web project would turn into a revolution for marketing and advertising. With over 350 million users, Facebook has become part of almost everyone’s lives, whether they want it to or not. For businesses, if you do not have a presence on Facebook, you are behind your competitors. For students, Facebook is a way to not only keep up with class notes and party spots, but an outlet to talk outside the school walls. For families, it’s never been easier to stay close when you are spread apart.

Am I pleased with the progression of Facebook? Sure. Why not? I’m a big believer in “Facebook is what you make it.” If you love Farmville and taking quizzes, wonderful. If you love connecting with other professionals, fabulous. If you are a helicopter mom (please stop what you are doing), Facebook is good for you.

More importantly, now we have the ability to use Facebook (and all of social media, really) for good. News breaks faster than ever and awareness can be given to important causes and charities. Millions of people united to help those in Haiti stricken by disaster by donating food, money and time.

So happy birthday, Facebook. I’m excited to see how far you’ve come, and where you’ll go from here. If you had it posted on a profile, you’d have 350 million notifications. Lucky you.

Jessica Swink is a freelance writer specializing in articles about Search Engine Optimization and Facebook Marketing.

What’s It Worth to You? The Free Model Versus Subscriptions

Miss the sixth season premiere of Lost? No worries, you can still go to Hulu and download parts one and two for free. For now, anyway. Recent news of Hulu’s contemplation of a paid subscription model has viewers wondering how much longer the free ride will last. While nothing is set in stone yet, the move to pay-per-play may allow Hulu to expand its reach and functionality even more than is presently enjoys. While Hulu reports more than a billion views of videos they house in December, 2009, visitors are limited to how they can be watched. YouTube offers applications for smart phones, and video rental giant Netflix permits streams downloaded only to play on televisions, while Hulu offers neither amenity. Speculation remains that revenue from paid subscriptions will change that, but it also begs the question: is it worth paying for?

Where free content versus paid is concerned, you’re likely to hear two schools of thought: 1) What you have to offer isn’t worth anything unless you charge for it; and 2) If you expect to make money in any business, you have to “give it away.” I know authors who devote time to crafting sample stories for distribution to entice readers to buy their backlists, and it’s common for ministries to offer gifts like rosaries, books and calendars in the hope that the investment will return with donations. One might look at such small tokens as promotional material that can’t compare to, say, free unlimited streaming of movies or entire digital novels to download, and therefore conclude “freebies” aren’t very profitable.

However, assuming sites like Hulu move to a pay model, will it inspire greater piracy of data? With the rise in Kindle and eBook reader usage, it appears book piracy has risen steadily along with it, leaving some publishers skittish about releasing digital formats for fear of losing royalties (not that it really matters, for it’s been proven that solely print books have made it to the Web for eager hands to grab).

Is there value in giving away information as opposed to charging it? Would you be tempted to go elsewhere for content to avoid a monthly subscription? Would you prefer to subscribe to a trusted brand with mediocre content rather than a little-known entity with a better offering? Has there been an instance where offering free content has boosted your revenue? We’d like to hear about it!

Facebook

Second only to your main website, your Facebook fan page is your most important marketing tool. We’ll help build your fan base and turn casual observers into regular visitors…and happy customers. Interact, update, and offer your fans the best of your business. Customization and applications boost your visibility.

Twitter

Twitter brings the news in real time, often before the AP and CNN can. If your business relies on distributing time sensitive updates and sale we’ll make sure your voice tweets loudest. Let SpiderWriters build your following and integrate your blogs and other social networks into a Twitter account that soars.

Blog

Blogs remain an integral medium in relaying news and opinion. Using a blog, you establish yourself as an expert in your field and attract regular visitors through RSS distribution. Our team of professional writers can turn your data into an informative database for customers and clients.

YouTube

Video is viral. If you don’t have at least one clip on YouTube you’re missing out on placement in the second largest search engine on the Internet. We’ll help you integrate video into your sites and social media and draw viewers to share your clips with friends and family and keep your brand alive.

Social Media and Spontaneity: Stimulating Sales on the Fly

One may contend that Amazon.com, arguably the largest online retailer of books and videos, weathered a good amount of abuse in 2009 due to gaffes involving the de-listing of gay and lesbian literature and other titles from their internal search (these were quickly corrected). The Twitter hashtag #amazonfail became well known and oft-used to chastise the mega-eCommerce site for their actions, yet these days it doesn’t seem that term will retire soon.

Last week, in a dispute over eBook pricing, Amazon.com decided to pull all eBook titles by publisher MacMillan, thus removing thousands of titles for sale and angering  MacMillan’s authors, of whom many took their aggravations to the “streets” – namely their social accounts. Without Amazon.com’s support, MacMillian authors discovered Kindle users were unable to purchase their titles.

Though Amazon’s original intent was to convince the publisher to lower its eBook pricing from $14.99 to the retail site’s standard of $9.99 or less, critics saw the move as detrimental to the retailer and also logged onto Twitter and other social outlets to protest. Amazon.com has since recanted the action.

Nonetheless, the weekend offered plenty of time for competitors to take advantage of #amazonfail, and thanks to the viral speed of Twitter in particular, word spread quickly. All Romance eBooks, a large online retailer of romance fiction, along with its general eBook vendor site  OmniLit.com, staged a spontaneous weekend sale in conjunction with popular book industry blog Smart Bitches, Trashy Books. Using a specific coupon code, readers could purchase any title from ARe or OmniLit for 50% off the cover price, while publishers and authors with titles listed on-site received their full commissions. ARe and OmniLit.com are able to accommodate owners of the Kindle and other eBook reading devices.

@SmartBitches heavily promoted the ARe sale.

This marketing campaign, tagged on Twitter and Facebook with the term #AReSale, kept author and publisher accounts active all weekend, and even inspired some publishers to offer select titles as free downloads during the promotion.

“Riding that social media wave can be tricky, but when you get it right it’s an incredible ride. The #AReSale blitz is a good example,” said Lori James, co-owner of OmniLit/ARe. ” A convergence of circumstance, timing, and a carefully cultivated supportive community. We’re still reeling from the response.”

Indeed, the viral effect of this one action in the eBook community continues to resonate.  Google Blog Search results for OmniLit.com display an impressive number of blogs that reported the half-off sale, and Facebook status updates repeated the time-urgent news with efficiency.

News of the ARe sale made the rounds on Facebook.

The immediacy of a news item, coupled with the ability to spread information via social media, created a spontaneous PR campaign that proved beneficial for one independent company. Social networks like Twitter and Facebook provide the opportunity for free advertising via word of mouth, and in turn allow others to receive residual benefits.

Social Media and the Image You Convey, or Would You Buy a Used Car from a Guy With a Goofy Profile Picture?

With regards to surfing Facebook, it’s been a very telling week. Several days ago, a friend vented to me about one profile he monitors specifically because it belongs to a friend of his teenage daughter. The girl had posted rather raunchy photos (including shots of  underage drinking and smoking) to an album not marked as private. “Anybody can see this,” he groused, though he admitted he was grateful to see no compromising pictures of his child.

More recently my husband, who shuns any and all social networking, asked me to look up a few Facebook profiles for him. He is on a panel conducting interviews to fill a vacancy at his school, and wanted to see if any information provided on the accounts matched what he received in the applications. It happens, in nearly every field of business and entertainment. I know publishers and editors who perform Google searches on prospective authors who have submitted work – not so much to see if they actively promote online, but if they do or say anything that could potentially damage their own reputations if they were to sign them.

If you think somebody isn’t looking at your Facebook profile, or reading your tweets and not forming an opinion about you, think again. According to a recent Microsoft study, twenty-five percent of HR managers reject job candidates based upon information found online, particular social profiles. So if you’re thinking about posting that video of your antics from your friend’s bachelor party at Hooter’s, and you happen to be up for tenure at your university, you may want to think twice.

Business and the Social Media Image: Who Represents You Online?

These days, it doesn’t seem uncommon for a major company to have a policy on their employees’ involvement in sites like Facebook and MySpace. Even off the clock, you may be seen as a representative of your work, and as such may be expected to project a professional image. This doesn’t mean, of course, that businesses are watching their workers 24/7, but thanks to Google Alerts and similar watchdog applications, managers can monitor what is being said about their companies, and ultimately these updates can click through to something they feel should be handled swiftly, and perhaps with disciplinary action.

For the business using Facebook, Twitter, and other social profiles to market products and services, it’s important to ensure that your activity online is handled in the manner you conduct your business, and provide the face you want customers to see – be it casual, professional, humorous or compassionate.

Does this mean you can’t play Farmville anymore? Not necessarily, but if you do have criticism to share about your company or competitors, you may wish to exercise caution when you post status updates. If you’re set on sharing photos of your wild weekend in Vegas, strongly consider utilizing privacy options on the social network and avoid tagging friends online if you feel the shots are a bit compromising. You don’t want to put a friend at risk, either.

If your company has a fan page on Facebook, make employees aware of feedback policies – designate one or two employees to speak on behalf of the business via the network to avoid confusion. It’s easier, of course, to set up that person as admin to ensure fans will know the company responds in a timely manner.

Social networks are all about socializing – they are meant to inspire fun and creativity. So long as your company and employees know the difference between light-hearted behavior and immaturity, you can enjoy a good presence online.

Kathryn Lively is a social media expert assisting clients with social media writing and travel social media services. Clients include Gainesville hotels and Virginia Beach web design companies.