Teamwork: Does your Team Work Together?

Last week was a short week, but not lacking in excitement. I shared plenty of regular posts for clients and wrote a blog post or two. On Wednesday though, I met up with a woman who organizes part of a local festival. I spent a good chunk of the day discussing social media, scheduling, content curation, working within a team, and effective social media marketing strategies. The time flew by, even though I really didn’t have a huge game plan in place for how the meeting was going to run. She is looking for me to get onboard in a volunteer capacity, but before committing too much, I wanted to know who else was an active part of the team. Because social media can be a lot of work and it often requires a team to make it the most effective.

Something she said kind of stuck with me.

“Do you run seminars to teach this stuff?

That gave me pause. I don’t, but maybe I need to rethink that. As I reinvent myself this year, I am constantly looking at ways to earn a little extra income. Running people’s social media marketing campaigns is fine, but I often find myself struggling to keep clients on page with me. I can only be as effective as their teamwork with me allows. If our communication is lacking or I don’t know what their vision or even every day work life looks like, it can be a struggle to create an image for them. Constant reminders to keep me in the loop as to what clients are doing is a regular occurrence and one I wish they would learn. And it all comes down to teamwork.

If I don’t know what you are doing, I cannot share that content with your followers. Followers of a page want to get to know the human face behind a business logo. The best way to do that is to be personable, visible, and communicate what is going on in your work world. The best person to do that is usually the person on the scene, but a lack of time or knowledge of how best to share that often gets in the way of effective social media marketing. The second best solution is hiring someone to do that (like me), but that doesn’t exclude you from the equation.

For example, you might want to share a photo of your management team accepting an award at a business event. Invite your social media manager to be at the event so they can do so! Maybe you want to post a video of your team hard at work in the field. Have them take the video, then text, email, or message it to the person in charge of the social media pages. Don’t forget lesser known people on your team. You might not think doing taxes is exciting, but posting a photo of your office manager dropping off this year’s return is something that many people relate to and might elicit a lot of dialogue if phrased in such a way as to drum up comments. It’s timely and touches  everyone.

Don’t forget to remind everyone to share! Every post that is shared by others is seen in front of that many more eyes. Here is a little bit of exponential math for you! Calvin has 500 friends, Rob has 200 friends, and Lisa has 300. If they all share your content, then you have the potential of having an additional 1000 people seeing your post AND potentially sharing it themselves!

Plus, sharing a piece of your day or work week is exactly what your community wants to see. They want to see you as relatable. Customers want to know you are active and that the company is doing well. Life is made up of the mundane and exciting moments, and both are worth sharing.

So what am I doing this week? Thinking about ways I can share that message further. I know how social media works and can talk anyone’s ear off in explaining it. Is there a local market for sharing that knowledge? Should I up my game? Would it be worthwhile looking into? Should I think about incorporating more video to illustrate my points? Or just keep on writing blog posts and sharing with people I meet? What do you think?

The more shared your content is, the better the experience, but it requires teamwork to be most effective

Content Curation

Content Curation

It is a term I throw around easily, but I suspect not everyone know what it means. In fact, I know that is the case. Marketers worth their salt should, but people unfamiliar with social media and/or social media curation probably think I’m speaking a different language.

Curation: the selection of something such as documents, music, or internet content to be included as part of a list or collection or on a website

*This definition from the Cambridge Dictionary is the most useful for my purposes.


Likewise, here is a definition of content, also from the Cambridge Dictionary;

Content: the ideas that are contained in a piece of writing, a speech, or a film

So when you put the two together, you have material that is shared in a location, like Facebook, Twitter, or LinkedIn, that follows along a certain theme.

For example, in the case of my tree services client, we share stories related to trees, tree services, and nature, often within Canada, Ontario, or more specifically, London, Ontario, where they are located. The content can be unique—i.e. a picture of the crew active during the day; or related to the industry—a news article about an arborist injured in the line of work; or informative about a service—a blog post on why you should plant trees. Your content should relate back to your company, field, the company’s interests (if there is a specific charity or cause the company supports), and location in which the company operates (ie. base of operations or focus location of sales).

Of course, this is really the tip of the iceberg, if you will. When thinking about what to post, you need to keep in mind current events (ie. birthdays, anniversaries, newsworthy events in your community), your followers interests (do they prefer humour, serious informative articles, or maybe pictures), other popular content (can you comment on other current affairs, jump into trending #hashtags, or create a viral meme to skyrocket your reach). Don’t forget the push of video, live video, contests, and boosted posts.

But I think I am getting away from myself now. Best to think about who your audience is and what message you want to put forth. Note what your followers respond to and give them more of the same. Be consistent, real, and helpful. And I cannot reiterate enough, when it comes to content Quality will always reign over quantity any day.

The Quality of your content will attract visitors when it comes to Content Curation

Battle Facebook Changes: Create a Face!

My recent post about the changes coming to Facebook was quite popular. I suppose not surprising, as it affects potentially billions of people. And for anyone trying to utilize that vast network for business purposes, if those changes affect your bottom line, you SHOULD take notice. Why spend money on a social media budget, if your return on investment (ROI) doesn’t merit the time or money put in?

So does that mean that people should give up on business pages on Facebook? I don’t think so. Yes, people like to interact with their friends and family on Facebook, but they also choose whether they want to follow a page or not. In choosing to like or follow a page, they have shown some kind of interest in it. The key for you as an admin on that page, is to make sure that interest remains. People click on links. They share memes and videos that make them laugh. Thoughtful pieces often elicit comments. The trick now is for you as an admin to work harder to tap into that.

I’m not saying it will be easy, but Facebook has made changes before. There have been cries that organic reach would die. And that just didn’t come to pass. Some pages might have taken a hit, but I suspect they were pages that didn’t put a real effort into their social media marketing strategies. Pages that didn’t understand Facebook’s algorithms and ever-changing rules of engagement. I have had conversations along these lines and watched people’s eyes glaze over when I talk about it. They don’t get it and honestly, don’t care to. Hence why I get hired to help people with their marketing strategies.

It isn’t all that complicated though. You have to understand the nature of people. People want to be entertained. They want content to shock, interest, or educate them. They want to see pictures of people they know, doing things that are funny, awe-inspiring, or that add depth to their understanding of who they are and what they do. Easy to read explanations help those images along. More often than not, the general public isn’t tied up in official lingo or the lexicon of an industry—they want words in layman’s terms that they can grasp simply and easily.

So what should you do? Take a picture of what you are doing. Share a story about an incident that happened that day or that week. Maybe it snowed, or you received an award, or someone put decaf in the coffee machine and people went berserk. It doesn’t really matter, but it makes you more relatable. Add that personal edge to your company, so people care about the people behind the image, versus a staid business page.

As for timing, let your budget dictate that to a point, but aim to have fresh content weekly. Some big pages post several times a day, but for smaller companies, that may not be practical or possible. Once a day is good, but several times a week is a minimum in my opinion. Any less than that and Facebook won’t show your posts to people due to a lack of engagement. Posting once a month might as well make you invisible and might even do more harm than good, as people will think your company has gone under.

If it seems overwhelming, it doesn’t hurt to bring someone on board to help with your content curation. The trick is to have that person understand what message you want to share and what face you want to put on your image. Also, you need to keep them in the loop about important events that happen for your company, and maybe shoot them images of employees at work every once in a while. Plus, encourage all members of your company to share those posts on their own personal Facebook pages, to get your presence out further. It helps!

Good luck with maneuvering Facebook’s newest changes. If all else fails, try boosting a post here and there to see if that helps with your organic reach too. And let me know what works and what doesn’t work for you. See you on the net!

I wade my way through Facebook marketing myself. Come join me there!


(Facebook) Changes on the Wind…

Facebook marketing is about to undergo another major change. Yesterday, I saw the beginnings of a flurry of activity. Marketers are scrambling. Small businesses are scared. Big businesses are even more concerned. What is all the hype about? What Facebook is going to show its users.

Facebook has over 2 billion monthly users. Approximately 1.37 billion people use it daily.  Those numbers are staggering, hence the amount of businesses who clamour to take advantage of that. As a small business, who can afford to ignore that kind of audience? But Facebook has been criticized for what it shows in people’s news feeds and has responded with these latest changes.

So what are they exactly? As of yesterday’s announcements, Facebook plans to show its users more content from friends and family. Sounds good, right? Well, sounds familiar anyway. They have done that in the past. Many businesses were concerned with those changes, but ultimately it proved to weed out some of the pages which showed lesser quality posts. So again, why should businesses worry now?

Now the change seems to affect business pages again. You might still post quality content on your page, but if your interaction is low, Facebook will take notice. Unless that content is creating adequate user interaction and conversation between people, then no one is going to see it. Your posts will just not be seen.


Makes sense that publishers are worried then, right. It certainly makes content curation a little harder. I get that Mark Zuckerberg is pushing the whole person to person contact. And really, if it works, then it is a good thing. The theory is to again create better quality content and have the focus be on building a conversation. How many people passively skim through their news feed feeling lonelier and more isolated from the world with every post they see? Facebook was supposed to bring people together, but social media has seemingly isolated us even more so. But how are businesses who utilize Facebook supposed to react?

I suppose time will tell. Pages that share more videos and personal stories should be alright. Those who can throw enough money at their social media strategies should be able to figure out a way to cope with the changes. The small businesses who already struggle with what to post, how often to post, and how much to share just might get left behind. Without the money or time to figure out a strategy, those little pages will just disappear. And for me who often handles small accounts who are just trying to keep a Facebook page alive with minimum content… I’m not sure my stripped down services will be of much use if organic reach drops that much more.

Is it time I did more research, planning, and strategizing? I suspect so. Here’s hoping myself and my clients survive the most recent Facebook changes. I think I’ll need to have a few more conversations with people over the next little while, but we’ll see how things go. I think it’s safe to say that boosting posts will be that much more important again though.

Brace yourself friends…






Communication: The Key to Social Media

One of my clients is a local tree services company. As much as I handle most of their social media and write all of their blog posts, I couldn’t do it without help. This week’s blog for them is a great example of that. It has received lots of positive feedback already, which I appreciate, but much of the content in the post itself came directly from them. And that is what a good working relationship looks like.

I can wrangle words til the cow comes home (Watch out, this be cliché country!), but the process is always far more productive and positive when I get support, suggestions and feedback from clients. What do they want to see written? Did one article work better for them than another? Have I missed the mark on the message I am trying to put across or is it just not in their tone? Tell me! I try to do my best, but always encourage guidance, so that what I put out there is reflective of my clients. If they don’t like it, or their audience doesn’t like it, then I am wasting all of our time.

Thank you to Pam, for taking the time to answer my questions and provide me with pictures on a regular basis. When I can catch you Calvin, you are a wonderful fount of information and the person I want to please most. Curt, you have been the voice in my head for years inspiring many blog posts. Your encouraging words mean a lot to me Christine. And if Mama ain’t happy, nobody’s happy. Your smile tells me I’m doing alright Anna Marie. There are plenty of other people at CLC Tree Services who keep their fabulous company hopping. I hope you know what a great company you have chosen to work for!

I will be forever grateful to you all for putting your trust in me. And for helping me put more trust in myself. I look to your company as proof that social media marketing works and that with communication all around, it can do wonders, especially for a small business.

Facebook Page screenshot
I might not have planted any of these trees, but I have seen more than one go into the ground at the side of CLC. They love their trees & their passion is contagious.