Sheila's Guide To The Good Stuff

Create once, use many times.

That’s the key to creating more content in less time, but here is what you must also do….think like a multi-platform, multimedia online publisher.

Here’s an example:

This morning, I was trying to get some itinerary ideas for an upcoming road trip in a state where I don’t have a lot of recent travel experience.

I go to the state tourism website, and there’s gobs of great stuff on there, including a section called Trails that should have given me what I wanted – highlighted places thematically grouped together, and then laid out on a map so I can visualize driving around to them.

Instead, when I drilled down, all I got was what I get way too often from tourism websites:  an alphabetical list of places.

Do you know how discouraging it is to see a list starting with “A” places – Aardvark Restaurant, Al’s Chicken Wings, etc. – and look at the bottom of the website and see that you’re on Page 1 of 10 of these listings?

Forget it.

So, without naming the site in question, I griped a bit from my personal account on Twitter. Theresa Overby from the Baton Rouge, Louisiana CVB (Convention and Visitors Bureau) saw my tweet and began asking me usability questions, in light of an upcoming re-do of their website.

How Did a Twitter Discussion Become Content?

We went back and forth, exchanging good ideas, and then I began to think like a publisher….”Where else online would this info be useful to people?”

In 30-40 minutes, I had posted:

1) On the Tourism Currents Twitter account, of course, where we talk about social media and tourism. I went to Twitter’s search engine, gathered the relevant tweets together in a search string, and captured the conversation. Then I took that link and tweeted it on Tourism Currents‘ stream.

2)  On Facebook. Since Facebook and Twitter people are their own communities and you can’t assume people are in both places, I then took the same link and published it as a status update on the Tourism Currents Facebook Page, making sure that I tagged the Visit Baton Rouge Facebook Page in the update, of course.

3)  In the blog post you’re reading right now, with the addition of a screenshot graphic edited in a super-basic way using the Print Screen function, pasting that into Paint and then cropping it the way I wanted it and saving as a JPEG. Boom. Done.

That’s how you get more use out of the content you create, including random Twitter conversations. It’s almost like getting more hours in the day.

That thought process of thinking like an online publisher also happens to be the latest Two Pages of Terrific download available in the Tourism Currents Store, if you want more where that came from (like 9 different ways to use one photo.)

How do you use your content in multiple ways? Let us know in the Comments!

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!) 

Sharing Makes You Smart

• 

Everyone from a newbie travel blogger to an experienced destination marketing organization has confessed to me that the only thing they pay attention to on Facebook is how to get more followers and bigger numbers.

When I ask what they are even doing on Facebook – what are their business goals for their Facebook business Page – they really don’t know.

Hint: bigger numbers for their own sake is NOT a worthy goal, especially on a site where you own nothing, zilch, nada (Mark Zuckerberg owns it all.)

Just because something is a free social communication service doesn’t mean that it doesn’t require thought and effort to be successful….in fact, they all do, which is why social media is not really “free” except in monetary terms.  Done well, it is hard work.

What are your goals for your Facebook Page?

How do you capture data that you can control, like a supporter’s email address?

Since Facebook is a job, it deserves to be treated seriously, with metrics and goals and all that serious stuff.

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!) 

Sharing Makes You Smart

• 

Thanks to a request by Pat Jenkins on my previous post about getting a tweet to spread further, here are some ideas for getting more mileage out of Facebook updates.

I’m currently actively managing two Facebook Pages (one for Tourism Currents and one for my Elastic Waist Entrepreneur book project) plus my personal account, so it’s important to me that I put content in the right place at the right time. Just tossing it out everywhere is ineffective AND annoying to those who follow me.

Having a smartphone gives me a potent piece of equipment for making content on the fly, particularly since photos are one of the best ways to increase EdgeRank and interaction on Facebook.

Let’s walk through an example:

Send a good photo from your phone to your Page

Opportunities to create content are everywhere.

As I left the ProductCamp Austin marketing conference last Saturday, I walked past the Bob Bullock Texas History Museum enroute my car. There were several brightly-colored decorated cows scattered around the lawn in front of the museum – it’s the Cow Parade Austin public art project.

Public art has a tourism angle, so this would be a fun update for our Tourism Currents Page.

Smartphone cameras don’t handle tricky lighting situations very well, so I had to do some maneuvering to get an image that wasn’t too dark (the sun was at a bad angle,) showed off the cow’s colorful Picasso-esqe design and also included the well-known giant bronze Lone Star behind it. The star is a recognizable landmark that sits in the front plaza of the Bullock Museum. Here’s the photo on our Facebook Page.

My Android Facebook app is pretty worthless, so to send the photo to a Page, I have to send it as an attachment in an email, to a special email address just for that Page.

**  You can do this, too:  as an Admin, go to Edit Page, look to the left sidebar for Mobile, click that and you’ll see a unique Page email address to m.facebook.com that you can use to send email updates from your phone.  I haven’t tried this with a regular cell/feature phone, but since even my old flip phone could send emails with photos, I’ll bet you can.

To think about:  If you think your personal Facebook friends would also enjoy your photo subject, then feel free to send a pic up to your personal profile as well, but here are two suggestions:

1)  Send a photo of a different subject, or at least a different angle on the same subject. Some of the same people may follow both your personal profile and business Page, and duplicate content at the same time can clog their News feed and is, well, kinda boring.

2)  Once something is posted, I prefer to Share content from my business Pages to my personal profile; it gives business content EdgeRank “oomph” the more often it’s Shared, Liked and/or commented on. If my phone app was better, I could do this from the phone, but for now I have to wait and do it on my laptop.

Always Be Tagging

The ability to tag, or link to, whoever or whatever you’re discussing on Facebook is a powerful tool, so take advantage of it. Tagging means that you’ll show up on the Wall of the person or brand you’ve tagged, plus it gives your followers an easy way to find the entities you’re talking about without making them hunt around Facebook themselves to look for it.

This is sometimes easier said than done. The tagging function – put an @ symbol and then right after it type the name of who/what you wish to tag, and you can’t tag people when you’re acting as a Page – has been really balky for me lately. It also means that you may have to find and then Like the tag-ee’s Page; a requirement before you can tag them, and then you may need to reload your Page for it to “take.”

Who could I tag in this photo?  Ideas include the Cow Parade organization, the Bullock Museum, the City of Austin, the Austin CVB, the Dell Children’s Medical Center charity that benefits from this particular art project and news organizations like the Austin American-Statesman that have given it media coverage.

Again, this is easier for me to do once I get home on my laptop. You can tag brands in photos (when the feature is working – grrrr) or I can add a comment to the photo and tag in that, or I can Edit the photo later and add the tag then.

Side note:  the Cow Parade Facebook presence is wrong so I did not tag them – they’ve set up a personal profile rather than a Page, which goes against Facebook’s Terms of Service and means they could be removed at any time. I don’t connect when I see that mistake.

Bonus screwup: I saw on the Cow Parade website that they have a Flickr account. “Great!” I thought, “I’ll go add my photo to their Group Pool.”  No, their account doesn’t have a Group Pool so I can’t share anything with them. I can connect with them as a Contact, but that doesn’t do much for either of us.  This sort of wasted opportunity makes me crazy.

Understanding the Facebook ecosystem

Key things to remember about Facebook – most interaction happens on people’s News Feed, not directly on their Wall.

Even if someone has Liked your Page, they may never see any of your updates – it all has to do with the relative “weight”/importance of your content to other people, which is based on how much reaction it’s getting, who is connected to who, how often connected individuals and brands interact, how new the content is, etc. That’s called EdgeRank – here’s an EdgeRank explanation and some guidance.

Also remember that the default News feed that people see is Top News, and your content’s EdgeRank determines how often your stuff is seen in Top News.  Many don’t ever click Most Recent to see the unfiltered, chronological listing of updates from their connections.

The Most Recent feed is the default for mobile Facebook users, so that helps, but means that your content timing becomes critical or you’ll be swept away in the stream by the next 14 updates they’re looking at on that tiny mobile device screen.

Key takeaways? Craft engaging content that will bring Likes, Comments and Shares, use your smartphone to create content while you’re on the move, and post daily if you can (at different times, including outside of working hours – Jay Ehret found that his best time to post on Facebook was, yes, 11 am on Saturdays.)  Even more tips from Ohio tourism industry expert Betsy Decillis – Facebook Tips and Tricks.

Remember….

A few minutes of thought – a little extra research and digging – adds up in reach and impact.

All you’re doing is pausing to think, “Who else should know about this content, and what is the best way to get their attention?”

It’s the persistent, relentless mindset needed for winning a marathon. If you’re in the communications game for the long haul, you’ve got to play it that way.

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!) 

Sharing Makes You Smart

• 

This is Woodrow Wilson’s restored Pierce-Arrow limousine, at his Presidential Library in Staunton, Virginia.  Nice museum, with a small new World War I exhibit, and Staunton is a charming town in the Shenandoah Valley. (The cat’s pajamas is 1920′s slang for “pretty awesome.”)

I took the photo with my Android phone (a Motorola) and have to say that I’ve been more than pleased with its camera. Shutter lag is significant, but picture quality is good enough that lately I’ve forgotten about using my regular Canon digital point-and-shoot camera. Plus, with the phone, I can send things up to Facebook (as this one was sent) and Twitter while standing right there.

A good smartphone camera is really changing how I create content when I travel.

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

I learned about this from the #tourismcollege hashtag stream on Twitter (that’s why Twitter is great for professional development!)

Below are two screenshots of the Facebook Page for the Forty Putney Road bed and breakfast in Brattleboro, Vermont.

The “before Like-ing” photo very cleverly hints at the delights awaiting future fans/friends of the B&B.

The “after Like-ing” shot reveals some of the goodies found after clicking the Like button.

Here’s the inn’s Facebook Page if you want to see for yourself.

Nice work!

**********  Before **********

********** After **********

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

This is a photo of my lap during the South by Southwest (SXSW) Global Tech Summit.

Quick photos and some tweets went up on my Android smartphone, plus special check-ins to each session on Gowalla.

Other tweets and watching the conference hashtag happened on the TweetDeck dashboard on my Dell laptop. Most Facebook business page updates for Tourism Currents or Freelance Austin came from the laptop as well.

Great quotes and insights from speakers were often captured via pen and notebook (yes, it’s true, but they always boot up) to become Facebook or LinkedIn status updates or blog posts days, weeks or months later.

Online publishing is best served by whichever tools work for you, and don’t be surprised when one size does not fit all.

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

Can’t miss what you’re supposed to do, can you?

(Screenshot of the Nashville CVB landing page on their Visit Music City Facebook Page)

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

At a recent  gathering for some Chamber of Commerce staff, I heard one of them say that his boss is rather dismissive of any time spent on the Chamber’s Facebook Page, yet if the Chamber is not successful on Facebook, that is seen as a failure.

Rock, meet Hard Place.

I’d love to tell that boss that if Facebook is part of an organization’s communications strategy, then interacting with customers or prospects on Facebook is work. It is not “goofing off.”

Welcome to the modern world – Facebook for business is work. It is part of that Chamber communicator’s job to connect with not only Chamber members, but also people in the community who might become members, including hardworking entrepreneurs who may have never considered the Chamber as an asset for growing their business.

The Chamber should be the hub of business development and economic growth in a community, and one way to interact with the community is through social media channels like Facebook.

The boss needs to get a clue, and if he or she isn’t careful, they’re going to see brain drain by staff members who understand the social Web.

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

You may have noticed that Facebook Pages have a different layout – they look more like personal profiles and you can do some new things while acting administratively as a Page.

For an excellent summary of the changes, see Aliza Sherman’s How Brands Can Make the Most of Facebook’s New Pages (on Mashable,)  plus John Haydon’s Everything You Need To Know About Facebook’s Epic Upgrade to Pages.

Here is what intrigues me about the ability to act as a Page or a brand (representing a CVB, DMO or Tourist Board) and not as a person:  the opportunity for better cross-promotion of your region’s offerings.

Here are a few examples….

**  Heritage trails, wine trails, quilting/craft trails and scenic byways can highlight each of their stops and sights.

**  Chambers of Commerce can interact more effectively as a Chamber with their member businesses.

**  Regional DMOs can interact with the Pages for their towns, agritourism places, trails, attractions, hotels, restaurants, shops, parks and nature reserves.

**  Economic development and downtown development entities can cross-promote their offerings.

Drawbacks?

The usual:  we’ll see ham-handed, intrusive marketing and spammy info broadcasting by people who act like a thing instead of a person.

“Hi, I’m Fred’s Donuts!  Buy me!”

Sherman warned about this on Mashable:

“Posting behind the banner of your brand is fine on your Page, but moving into other spaces as a brand can be invasive and unwelcome.”

What are you thinking about doing with your new powers on Facebook?

(If you like this post, please consider subscribing to the blog via RSS feed or by email – the email signup box is on the right sidebar near the Search box. Thanks!)

Sharing Makes You Smart

• 

When someone asks me about social media in the hospitality industry, I usually mention the Roger Smith Hotel in New York, AJ Bombers restaurant in Milwaukee and the blog written by Hawaii-based Outrigger Hotels.

Then I wish that I knew more examples.

That problem was just partially solved by this excellent presentation on Slideshare by Lara Dickson, a designer and social media marketing expert based in Vermont. It’s also included in her own blog post, Social for Hospitality 101.

It covers all that any hotel or restaurant needs to know about getting started using social media tools for marketing, and it’s full of ideas and examples.

Thanks a bunch, Lara!

Direct link to the presentation Adding Social Media to Your Hospitality Marketing Toolkit.

Sharing Makes You Smart

•