Today Facebook added the Subscribe button and she might not even need a campaign page.

If you want people to be able to Subscribe to your public posts on Facebook, then [...]]]>
Recently a friend running for public office confided that people were friending her on Facebook rather than liking her campaign page. “Not to worry”, I told her, “You are still reaching them from your personal page. Make sure to provide updates they have permission to see.”

Today Facebook added the Subscribe button and she might not even need a campaign page.

If you want people to be able to Subscribe to your public posts on Facebook, then you need to activate the subscribe button on your profile. When you do, the person will be able to see all your posts which you have chosen to make public.

With this feature, candidates, journalists, writers, actors, musicians, and other public figures can now have followers without following back.

Do you even need a separate Facebook page? Perhaps not as an individual, if you are savvy with friend lists. You won’t have to approve people as friends and won’t have to worry about the 5,000 friend limit.

However, you would want to keep or create a Facebook page if:

1.) You desire to create a distinct community.
2.) You need to provide information in tabs, such as contests.
3.) You want to track analytics.

If you decide to opt in to the Subscribe button, remember to post as “Public”. You can change whether a post is Public, Friends or Custom at anytime.

Facebook is also going to be creating “smart” friend lists for you soon based on your work, school, family, and city. This will also allow custom sharing and the new system will hopefully make creating friend lists easier.

The one thing about Facebook that always made it more real is that you both had to agree in order to be friends. The other social networks allowed you to follow people and they didn’t have to follow back. In this attempt to be all things to all people, Facebook is allowing you to “broadcast” as an individual. This seems like a step away from being friends. In some ways Facebook is becoming too much for any one person in its attemp to be everything to everyone.

While helping businesses and organizations through my newly-founded company, Online and In Person, LLC, I often talk about creating an online community to [...]]]> With Father’s Day on Sunday, I couldn’t stop thinking about my dad who died 23 years ago. In particular, I found myself thinking about his business, Community Service Station. His father had named the business “Community” and for decades it proved to be an extension of their friendships and involvement in our township.

While helping businesses and organizations through my newly-founded company, Online and In Person, LLC, I often talk about creating an online community to mirror the real life community of a business or organization. I emphasize that today’s social media marketing centers on community. To me, these aren’t idle words. Over the weekend I found myself comparing real life examples from my father’s business to interactions on Facebook pages.

1. People want to feel connected.

Community Service Station was a business but it was also a social hangout. Even the minister would spend time there (much to my grandmother’s chagrin). Most of us fill up the tank once a week or so. We are regulars at the gas station. My father’s customers would park and spend time sitting or standing around the office. Everyone knew each other and friendships developed.

Facebook creates a social space in much the same way where people can gather even when they aren’t doing business or supporting an organization. With Facebook they can check in to a place page (and eventually will be able to use the new Deal feature when it is offered). A Facebook page creates a place for a community to develop. Rockville Central, which I co-manage, is an excellent example of a Facebook community which means quite a lot to us.

2. People have a need to communicate with each other.

When people hung out at my father’s service station, they inevitably discussed every news story and local happening. When I met his regulars, they always knew what I was doing too.

On Facebook people comment or answer questions in much the same way. Even though they might not be friends on Facebook, they get to know each other and respond to each other. You can always stop by and comment and discuss a topic of interest while seeing who else is talking about a certain subject. People want to know what’s going on and share their opinions both in real life and on Facebook.

3. People want information

My dad obviously shared all sorts of information and answered many questions. Most of all he gave directions to people who were lost. These were not customers. Since he was situated off a ramp from the Lincoln Tunnel, these requests were never-ending and demanded a great amount of his time.

You share when using the social networks. On Facebook, businesses and organizations provide links, posts, and explanations to demonstrate their expertise without an expectation of compensation.

4. Businesses shouldn’t be afraid of humor

Take a look at the picture for this post. A newspaper article was taped onto my father’s desk “Boss George Goes Batty”. He loved to fool around and play practical jokes. He taught me that if I wanted to dish it out, I had to take it. Customers stopped in for a good laugh daily and he would play along. Community Service Station was a lively place for many men in my hometown.

On Facebook, you often post funny pictures, jokes, and amusing articles. These light-hearted links are a good break from your work or boredom. Sharing funny instances is one of the main uses of Facebook. Successful business owners and organizations show their lighter sides. Their pages run fun content and creative photos with a personal touch.

5. People like to volunteer and help.

My dad’s business was a work-study site for our high school. He hired young men and successfully trained them to be able to hold a job. Many of these boys didn’t even know how to look someone in the eye or shake hands. My father stepped up and dedicated the time. He always offered his property for car washes for local groups too. Signs and fliers were everywhere.

Businesses often “give back” to the community. After organizing service projects, Facebook brings people together to volunteer. Posts and events provide ways for customers to invite other like-minded friends to join them and increase the good in the world. Facebook is the modern day version of a flier on a telephone pole.

When I advise businesses and organizations on using social networks, I have my dad’s terrific example in my mind along with a good understanding of the importance of community. This background is combined with the technical know-how of successfully administering a Facebook page. To me, they fit together quite naturally. I help others feel the same.

When I was a child and I exaggerated a story, I remember my father calling me on it. “Did that really happen?” “Are you “telling stories”? It was code for lying because at some point, if you are telling a story and the facts aren’t true, you are lying. Storytelling has a bad connotation.

Lately I see a lot of storytelling. As people market on social media, the truth becomes distorted. People want [...]]]>

Bending the truth

When I was a child and I exaggerated a story, I remember my father calling me on it. “Did that really happen?” “Are you “telling stories”? It was code for lying because at some point, if you are telling a story and the facts aren’t true, you are lying. Storytelling has a bad connotation.

Lately I see a lot of storytelling. As people market on social media, the truth becomes distorted. People want to blog with a good hook. But reality might not be that interesting, so the writer brings out the spices. If you know the person, you might be disappointed.

Of course this has always been true in advertising. My favorite example comes from The Christmas Story when Ralph goes to such great lengths to obtain a decoder ring from Little Orphan Annie only to find out the secret code is an advertisement. His disapproval is obvious and we all know we’ve learned the same lesson. My sons have learned the hard way with dreamy toy advertisements which turn out to be nothing. Over the years I’ve warned them never to never believe advertising claims until they can be checked. This is why social media has grown. We want to benefit from other people’s experiences.

But can we trust everyone?

If you know someone closely or have been involved with a situation in a blog post, you might realize it isn’t quite true. The post might be an exaggeration when you know the true story.  When you discover inconsistencies, you never really trust the writer again.  If you find yourself thinking “That sounds good”, you immediately remember it’s probably storytelling and discard it as false.

I strive for authenticity in my writing. I’m not out to brand myself. I have nothing to sell, no image to propagate. When I communicate, I strive not to tell stories. I want to be trusted.

When you are reading a blog post, marketing materials, or even a status update, you need to be aware of the writer’s history and motivation. If it sounds too good to be true, most likely it isn’t.

We all need to keep our eye on the truth – and stop storytelling - if we are to be truly successful.

When I was in eighth grade, my teacher said I was cynical. As an adult, I don’t think it’s such a bad quality.

In today’s age of constant, on-the-spot, media coverage by both professionals and every guy on the street, we are bombarded with “news”. The breaking headlines on CNN and Twitter capture people’s attention. I’m always shocked at how completely people believe the details [...]]]>

News might be Fast but is it Dependable? Let's be Reasonable.

When I was in eighth grade, my teacher said I was cynical. As an adult, I don’t think it’s such a bad quality.

In today’s age of constant, on-the-spot, media coverage by both professionals and every guy on the street, we are bombarded with “news”. The breaking headlines on CNN and Twitter capture people’s attention. I’m always shocked at how completely people believe the details and instantly empathize.

“Is this true?” is always the first question in my mind. I can’t stop myself.

A few years ago I spent two weekends in an Episcopal Church workshop exploring my “gifts”. When discernment topped the list, I was surprised. I’d never heard of it. As we researched the results, I scoffed at God putting people on earth to discern good from evil, identify “false prophets”, and protect his people. Could there really be a gift enabling you to determine if something is true or false?

My immediate reaction was that we don’t need this gift anymore. We have the Bible, right? It’s written. How on earth would this gift serve my church in this day and age? When was the last time you saw a golden calf being worshiped in your neighborhood? How ridiculous!

But then I started to think. I thought about a phone call I received from a parishioner would wanted to organize a blood drive at our church. Since I was outreach co-chair, he called me. I immediately had a terrible feeling while talking to him on the phone. Even though he had a well-thought out plan and had even considered the need for childcare during the blood drive, I was “against” him. It’s difficult to put it into words. Since this was church and we are supposed to love everyone, I felt awful. I couldn’t deal with speaking to him and handed the whole thing over to my co-chair. How guilty I felt for the reaction and my inability to accept this man.

A short time later an older woman in the parish recognized him as a child molester who had grown up in our church and served time in prison. He had just been released. Our parish had to deal with how to handle his presence and even met with the bishop about it.  He could hear the word but we needed to protect people.

At the time I only fleetingly thought about my strong reaction to him. I didn’t give it much weight. Now I pay attention to these “reactions” to people and situations. I accept my nature to take a step back and not get carried away in new situations. Maybe I’m just made this way.

With all the constant interactions online, we need to force ourselves to take a cynical look at “news” and discern if it is true or false. I believe we all have this gift to observe and consider before reacting.

My fear is we will become so detached that we won’t care when we should. If we are unable to develop a personal system for determining if reports are false, we’ll ignore all reports. I hope we all have a good dose of discernment to keep us true.

Yahoo is turning up the volume on many of its communications and community features and building bridges between the collection of Yahoo sites that have at times operated like virtual islands.

“You start to introduce Yahoo users to other parts of Yahoo,” [...]]]> According to Alexei Oreskovic in his Rueter’s article, Yahoo’s Plan: create community from isolated sites, Yahoo Inc co-founder, David Filo, and new CEO, Carol Bartz, are planning all kinds of social networking features for Yahoo.com.

Yahoo is turning up the volume on many of its communications and community features and building bridges between the collection of Yahoo sites that have at times operated like virtual islands.

“You start to introduce Yahoo users to other parts of Yahoo,” said Filo.

Whether users warm to Yahoo’s vision of the social Internet with the same zeal they have for social stalwarts like Facebook and News Corp’s MySpace remains to be seen. But if Yahoo’s social networking features catch on, advertisers will take note.

Here’s why I’m intrigued:

* While she was visiting, my sister-in-law hit all the Day-After Thanksgiving Holiday Sales on my laptop with Yahoo. She surfed the web and charged her purchases to her Yahoo account.

* My friend, who leads a support group for parents of children with food allergies, wouldn’t start a Facebook group because everyone is happy and active with their Yahoo Group.

* My husband, an early adapter to Yahoo, cruises the daily photos from around the world. As I peak with my head on his shoulder, the popular photos summarize the world’s news, catastrophes, festivals, fun, nature, and … everything, in just a few glances.

Ms. Bartz is on the fast track to turn Yahoo into a social networking site. Yahoo would be packaged with a live stream of friend’s activities from the real groups in their lives. Saying it could be successful if done correctly is an understatement.

Facebook is a take-it-or-leave-it place for most of the people I know. Most users sign in when bored or procrastinating. I’ve been accused of updating my status too much and I only do it once or twice a day. “No,” I reply, “You should see some of the other people I connect with on Facebook, they send out stuff all day long.” But for most users this is not the norm.

For me, and almost everyone I know on Facebook, it’s a place for friends. We fan famous people and products, but it hasn’t morphed into actual sales for products and services on Facebook. Bottom line: companies want to make money, so they need customers or potential customers buying what they are selling. Companies can interact on a more personal level directly with customers on Facebook. Pages can encourage product loyalty. Also, the herd mentality of fanning what your friends fan is another quick/free marketing benefit. However, the ultimate goal of sales cannot be ignored.

Since Yahoo is such a commercial site already, it could happen in a spectacular way with Yahoo. We don’t think of as a place for friends but rather a place for information.

Mr. Oreskovic writes:

When an individual recommends a news story from the Yahoo homepage, uploads a photograph on Flickr or makes a trade on a fantasy baseball team from Yahoo sports, Yahoo will send an alert to a network of friends or contacts.

Yahoo is developing technology to broadcast roughly 100 types of such posts and actions.

Many of Yahoo’s properties rank among the most popular on the Internet. Yahoo’s homepage had 329 million unique visitors in February, according to research company comScore; Yahoo Mail had 282 million unique visitors in February, second to Microsoft HotMail.

In the last decade, in order to stay informed by my kid’s school, the delegation of PTAs, and my support group, I had to join Yahoo. Plenty of other people were forced to do the same. We’re all still there. It’s a big job for Yahoo, but there’s potential.

I’m going to go update my profile on Yahoo right now and give it a chance.