How difficult it is to start a blog or a Twitter account? Well, “starting” is never terribly difficult, but keeping consistent with your writing and updating can be. However, it’s possible to lessen some of the stress and strain by understanding, then utilizing, what can be termed “Created Content” versus
“Generated Content.

Created Content

Created Content is basically just what the name implies: content that you create, from scratch, on your own. It is your unique thoughts and ideas put down on paper, either actual paper or the virtual kind. Created Content is the content most susceptible to the dreaded “Writer’s Block” that can cripple the consistency of a blog or Twitter update.

Generated Content

On the other hand, Generated Content is what is “generated” as a result of something external. For example, a blog post that springs from someone else’s blog, a re-tweet, or even a re-tweet with something you’ve appended. The main idea here is that you’re not generating the content on your own. Rather, you’re taking someone else’s “created content” and adding in your own take, your own spin, your own ideas, your own opinions.

To put a finer point on this, look at “Created Content” being proactive whereas “Generated Content” is reactive.

Speed Doesn’t Kill in the Blogosphere

If you want to sit and labor over a blog post, be my guest. However, realize that the impetus of your blog (and, therefore, any result you’re trying to accomplish with your blog) is greatly affected by the delay between posts, updates or whatever. Speed doesn’t kill in the blogosphere (usually), but stagnation definitely will. Therefore, use both types of content to your advantage!

Good Rule of Thumb?

For Blogs: 2 Generated Content blog posts a week, 1 Created Content blog post.

For Tweets: Try the same formula, but a tighter time frame. 2 Generated tweets per day, 1 Created tweet.

[NOTE: I put a question mark on that header because this is just a suggestion - your mileage may vary]

Will this cure your writer’s block? No, but it isn’t intended to. Just realize that you don’t have to be terribly prolific if you want to participate in social media. You just need an opinion at least – use that to your advantage whenever possible and you’ll remain relevant and authoritative. Pepper your Created Content in between Generated Content posts and find a formula that you’re comfortable with, one that will keep you writing and moving towards your goals.

Do you have a favorite establishment that you visit routinely? I do. Would you even go so far to say you’re a bonafide brand loyalist? Meaning, whenever possible (without being obnoxious), you sing the praises of your favorite brand to friends, family and colleagues? Yep. I do that, too. See the picture to the left for my vice.

And do you know why it’s my vice? It’s because this particular brand does something that no other business does for me. In addition to having a great product that speaks for itself, the employees of this company have befriended me. Before I even pull up to the window, they’ve greeted me by name, asked how my dogs are doing, commented on my new haircut and have my drink ready to go. They already know what I want before I even reach the window. (Which is helpful given my indecisive nature.) And that is why I’m a Dutch Bros. brand loyalist.

Is this something only restaurants, coffee purveyors and retail stores can do? Certainly not. Any business can cultivate brand loyalists, though it takes work. Lots of “going the extra mile.” But the benefits are endless considering you’ll not only develop deeper relationships with your customers that may very well result in creating lifelong customers, but it makes the job of marketing a whole lot easier.

Here are a four easy ways your business can begin cultivating brand loyalists or “friendomers.” Friend + customer = friendomer. (Yes, I did in fact just make up that word. Feel free to spread it liberally.)

Take some time to focus
Lines may form, call queues may build. Remain cognizant of performing efficiently but above all, give each customer as much time as necessary. Encourage your employees to engage customers in small talk and get to know a little about their lives – not just what kind of coffee they’re ordering or what service they’d like to add on to their account.

For example, if a customer calls in to make a change to their account before leaving on vacation, make note of it. Imagine how that customer will feel next time they call in and the employee helping them asks, “How did you like Fiji?” Do you think that customer will remember that conversation? You bet they will…

Incentivize Them
Customer loyalty programs are becoming the norm, so your customers have come to expect it. You may not win any loyalists for this step alone, but it’s a critical piece of the equation. We’re all familiar with them. In fact you probably have at least one or all of the following on your keychain right now: a supermarket, video rental, retail, gas, or coffee rewards card. If you don’t currently have some type of loyalty program in place, change that. ASAP. But don’t just do it for the sake of doing it. Do it in a way that really makes the offer compelling.

At Dutch Bros., not only do I keep my coffee punch card nestled securely in my visor flap, but I’m enrolled in the mobile VIP club that alerts me of generous weekly promotions. I actually anticipate those text messages. Can you imagine that? If you’d like to kickstart a loyalty program, you can either run a few appropriate keywords through a search engine and find multiple customer loyalty management companies that can help, or you can visit this resource list compiled by PR guru Kevin Laverty.

Better yet, Surprise Them
This is where it gets interesting…and with its unlimited potential, it could really help you build a diehard cadre of “friendomers.” Have you looked into Foursquare or Gowalla? If you haven’t I won’t judge, but I feel compelled to command encourage you to take a closer look at both. Both Gowalla and Foursquare are geo-location apps that are picking up serious steam among social media users.

Indeed, the growing popularity of smart phones and geo-location apps is a trend worth noting…so what are you going to do to capitalize on it? One great way to build a “friendomer”? Reward them with a free meal or deep discount on their 10th check in. If a customer holds onto the mayorship for more than a month, give them free meals until someone knocks them out of their position. There are loads of ways to have fun with this, and the potential is hard to deny. Jay Baer said it best in his post, Ignore Foursquare at Your Peril – An Analysis of Potential. It’s worth checking out.

This concept doesn’t just work for brick-and-mortar businesses though. If you’re a consultant or own a small creative agency and have been working with a client consistently, why not cut them a significant deal on the 5th or 6th project? Obviously they like your work. Go the extra mile to make them a lifelong client. Be more than a business partner. Be a friend.

Spread the Mindset
Sure you see the value of creating raving fans out of your customers, but that vision has to extend beyond the owners/management staff. Empower your employees to read between the lines and provide a little extra something to customers if the occasion calls for it. By all means, don’t encourage them to “give away the farm” but DO encourage them to recognize situations to connect with customers, and give them the license to act on those situations.

For example, one of your employees may have found out through a conversation with a customer that this is their 20th purchase with your company. Provide them with a toolbox of “incentive” goodies that they can take liberty in doling out to repeat customers. This simple act will speak volumes. And chances are, that customer is going to tell a friend about that interaction.

So does building a base of “friendomers” require some extra effort from you and your staff? Sure. But hopefully you’ll find the investment justifies the effort.

Let’s keep this list going. In addition to those mentioned above, what has your company done to build brand loyalty? Drop them in the comments…

According to a recent study conducted by the University of Maryland and Network Solutions, 2009 was the year that small businesses really started to understand the value of adopting social media. So much so that adoption rates doubled from 12 percent to 24 percent. And those numbers are only expected to grow. So naturally, we would love to know how engaged your business is in social media. If you would, please take a quick moment to answer our poll below:

I’ve read a lot of South By Southwest reviews since returning from Austin, and rather than try to talk about the event in general, I thought I would share a few key learnings I took away from the interactive sessions, led by some of the industry’s heaviest hitters and most brilliant minds.

One of my favorite sessions was led by Brian Solis. If you’ve even started to look into social media adoption for your business, you’ve likely heard of Brian Solis. He is globally recognized as one of the most brilliant thought leaders in the new media world.

Soon after Brian kicked things off, I knew we were in for a good session. Here’s proof:

His featured a few surprise guest panelists, including Comcast’s Frank Eliason, Foursquare’s Dennis Crowley and Altimeter Group’s Jeremiah Owyang. All were included in his new book creating lots of genuine buzz called “Engage!” I’d offer to loan you my copy, but it’s so good you’ll want to go back to it over and over again. It just hit the shelves last week.

That said, I’d like to share a few of the highlights from that particular session:

Best Tips

• There’s been so much talk about scalability and social media. Essentially, we need to start showing some ROI that justifies the time investment demanded by truly engaging social media. There is no golden rule to social media measurement though. Define what it is that you want to measure (whatever makes the most sense for your unique business) and start measuring it. Check out any of these free tools to get started:
  • www.socialmention.com, www.trackur.com, or www.sm2.techrigy.com
• He went on to say that before we can measure, though, we have to listen. Everything starts with listening and research. Take a look at this really cool graph he partnered with JESS3 to create. It’s called the conversation prism and encapsulates most of what’s happening online…socially at least.

Best Soundbites

• “Become the brand you want to inspire” (Said in the context of having a presence online and engaging with others. We earn our reputation based on how we engage and bring value to the community.)

• “When it comes to CRM (Customer Relationship Management), drop the ‘C.’ It’s about Relationships above all else, whether you’re interacting with a customer or not.” (Brought up in a discussion with Frank Eliason dealing with social media as a customer service vehicle)

• “We report to people who don’t care about transparency. Return on Investment is really Return on Ignorance. Figure out what you want to measure and measure it.” (Said when discussing the challenges of getting buy-in from leadership. As mentioned, figure out what you’d like to measure and measure it.)

• “While establishing a presence is elementary, captivating audiences is artful.” (He said this shortly after indicating that brands need to become the CNN’s of their industry. More on this later…)

Given that Solis is an authority on social engagement, he has a lot to say about a lot that happens in the space. I’ve shared the nuggets of wisdom that really stood out to me, but I highly encourage you to pick up a copy of his book. (No, I’m not tied in any way to the success of his book, though I wish I was…) At the very least, add him to your bookmarks bar, if only to get some tips on how to better listen to what people are saying about you in the social sphere, and hopefully you’ll be ready to engage online if you’re not already.

So for those of you already elbow-deep into a social media plan, who are your social media heroes? Who do you follow willingly? Let us know in the comments below. Engage for crying out loud. It’s fun.

For those who may not be “in the know,” South by Southwest (fondly known as SXSW) is coming up later this week in Austin, kicking off on March 12. There are three unique segments to this yearly event, broken up into the interactive, film and music portions. If my bank account was a bit more robust at the present time, I’d be attending both the interactive and music portions, but alas, I will only be attending the interactive portion, which in itself will be chock-full of valuable insights. There’s always next year to befriend Thom Yorke…if the rumor mill is true.

Techies covet this event, and often treat it as a yearly pilgrimage to feed their scientific souls. I however, will be approaching the event with a focused eye on social media and small business. It’s my goal to glean as much as I possibly can, so I can return to breathe new and improved nuggets of genius into this blog. Our goal after all is to create a reliable resource for those of you operating businesses on the front lines. Consider me your conduit to the brilliance that is bound to emerge from a long weekend of seminars, workshops and keynotes with the online world’s elite.

Being an interactive event, I’ve had the agony pleasure of sifting through five days of events running from 9 a.m. to midnight, and I think I’ve successfully whittled my schedule down to a good mix of sessions and interactive panels.

I wanted to take a few moments before I go about over-packing my bags to review some of the sessions I’m anticipating the most:

Social Media Marketing for Your Business with Tony Adam and Chris Winfield. Now that many small business owners are immersed in the basics of social media, perhaps it’s time to graduate to a more advanced, strategic approach. This seminar proposes to help attendees do just that.

Customer Service Goes Social with Melanie Baker. A recent study just revealed that social media adoption by U.S. small businesses has doubled since 2009. Given that compelling statistic, it’s clear that more and more businesses are engaging with customers online. Moreover, customer service via social media is changing the way businesses relate to their customers and vice versa. I’m very excited to sit in on this one and hope to bring some key insights back to this blog.

Video Search Optimization Strategies to Grow Your Business with Bill Leake. It’s no secret that Google loves blogs and multimedia. In fact, you’ve probably noticed more and more relevant videos popping up in the top of your search engines, right? This is one area that is growing rapidly for both B2C and B2B businesses. This will only increase moving forward so it’s worth keeping an eye on this emerging practice.

Marketing: Unmasked: Insider’s Tips + Tricks for Success in Small Business Marketing with Stephanie Frost and Erik Wolf. This discussion is based on a book written by the discussion hosts. It delves into all things small business, and will likely provide an overview of the topics touched on inside of the book including small business marketing, social media, SEO, branding, advertising and more.

How to Unplan Your Business Idea with David Sloly and Ian Sanders. I suppose this one stuck out to me because the notion the title suggests is so opposite of what we’ve been taught and practiced throughout the years. Clearly these guys know how to grab attention with a sensationalized title. Consider me curious…

So, for those of you who can’t make it this year, are there any questions you’d like me to ask on your behalf? I’d be happy to investigate some of the topics you’re most interested in and report back here. Also, be sure to follow the Newtek crew on Twitter during the Interactive conference at #NewtSXSW.

If you’re like me, every time you launch Tweetdeck (or whatever application you’ve chosen for managing your Twitter stream) you probably find at least one new resource per day to add to your bookmarks bar. And like me, you probably feel lucky to have stumbled upon such a treasure trove of professional goodness, but it’s becoming hard to manage and make use of it all.

I’d like to (with your help) build a list of bookmark-worthy websites that have the potential to carve a spot into your browser toolbar. And I’m not talking about things you find helpful, but rather those sites you can’t get through your day without – your daily nourishment if you will. The stuff that really inspires you and has truly earned a spot in your top bookmarks.

Without further ado, I’ll kick things off with my Top 10:

My Top 5 Social Media/Marketing/Web 2.0 Inspirations

Brian Solis.com – He’s hands down one of the most brilliant minds in all things new media. He’s regarded as one of the best thought leaders in this area and is always on the bleeding edge of industry trends.

ConvinceandConvert.com – I’m not even going to lie. Jay Baer is my social media hero. Bookmark him. He consistently shares great insights, and does an amazing job of tapping into some of the best minds. Be sure to check out his Twitter Interview series.

ReadWriteWeb.com , TechCrunch.com & Mashable.com – I’ve lumped all three together because they all share two commonalities: Their content is drafted by really smart people, and they tell me everything I need to know about emerging social networking, technology, tech news and tech trends. They’re my first clicks of the morning.

HelpAReporter.com – I posted all about this website/free service in an earlier blog post. If you’d like to build awareness for your organization, and you possess a website (guessing you answered yes to both), you simply must get on board with HARO.

ValleyPRblog.com – This one isn’t for you to bookmark (unless you live in Phoenix). From a PR perspective, if there’s one thing you need to do as a small business owner, it’s getting to know your local media. For the Phoenix market, this blog synthesizes everything I need to know, from changes in local media personnel to developing pitch ideas. Point is, find this resource in your own local community. It could really pay off when it comes to scoring a great media hit for your business.

My Top 5 Small Business Hubs

Entrepreneur.com – Specifically, the Entrepreneur.com Daily Dose. This is an aggregator site chock-full of great small business case studies, easy-to-implement ideas, trends and small business news that directly impacts the community.

HowardMann.com – Also known as “The Business Brickyard,” I like Howard’s blog because he reframes some really simple (though thought-provoking) concepts and illustrates how they should apply to your business. More of a big picture kind of guy. I think he’s absolutely brilliant.

SmallBizTrends.com – My second click of the day. Launched by an expert who knows her stuff, Anita Campbell provides this clever tagline to the site: “small business success…delivered daily.” I’ve never clicked a link on this site that hasn’t taught or reminded me of something vital to small business best practices. Totally bookmark-worthy.

DuctTapMarketing.com – Another aggregator of simple, easy-to-implement marketing tactics that can benefit any small business. Great examples here of how small businesses can utilize and integrate social media into their marketing efforts, while keeping a mindful eye on the marketing budget.

NYTimes.com – Specifically, the “You’re the Boss” small business blog. While this one provides small business news like many other blogs, the REAL reason I love this blog is because of the poignant glimpses it provides into the world of real-life small business owners dealing with real-life challenges. I love seeing what those on the front lines are doing to overcome obstacles many businesses face.

Feel free to add these to your bookmark bar, and of course, keep visiting us right here. If you would be so kind, please comment with one (or a few) of your essential internet pit stops below.

It’s been said time and time again by just about every social media guru out there. If you adopt ONE form of social media, start a company blog. (Don’t worry…I’ll bug you about the other ones later.) Launching and maintaining a blog is especially important small business owners, as you’re trying to not only build awareness for company, but also create a deeper connection with your current and potential customers that will hopefully lead to brand loyalty.

What’s the purpose of a blog?

Establishing the purpose of your blog, and identifying what it is you hope to achieve with a blog is the first step. Ask yourself these questions to help draw out your purpose:

• Will your blog simply be a place to keep customers in the loop regarding upcoming in-store events?
• Will it establish credibility in your corner of the market?
• Will it be a platform to keep your readers informed not only about your company but your industry as a whole?
• Will it be a two-way feedback and communication tool? If you ask for feedback, are you in the position to implement customer suggestions/requests?

It’s very possible that your blog will achieve a little of everything mentioned above. What’s important is that you establish your blog’s purpose to keep it on track, and incorporate some level of strategy in how it’s formatted, what content you’ll speak to, how often it will be updated, etc.  Ask yourself these questions prior to even thinking about drafting your introductory post.

The Look and Feel of Your Blog

When it comes to design, you don’t need an elaborate blog. Certainly, it should be clean, consistently formatted and easy to navigate. If you don’t have access to an incredibly skilled designer, no sweat. The personality and tone of your blog can easily be established with your content. Bells and whistles don’t make the blog; content does.

The nice thing about a blog is that it’s a more informal space designed to really establish a connection with your readers. Generally speaking, a blog is a place to showcase your unique perspective, position your business as an authority and color your brand with some personality. This applies whether you’re a brick-and-mortar mom-and-pop shop, franchise owner, multi-location chain store or even a home-office service provider. The true mark of a good blog is one that is authentic, consistently fresh and contains value-rich content that will genuinely help your reader.

Just Because You Can, Does That Mean You Should?

There are lots of benefits to launching a blog, including generating valuable customer feedback, establishing an informal “no pressure” direct line of direct, enhancing SEO (search engines love link-heavy blogs), the ability to share news on the fly, etc.

Clearly, business blogs are a lifeline between you and your customers. Really, it just boils down to whether you’re a good blogger candidate or not. Blogs take lots of nurturing and attention if they’re really going to be successful, so take a look below to see where you factor on the list, and really take a moment before diving in to assess your level of preparedness:

You SHOULD launch a blog if:

• You want to drive traffic to your website
• You sell products/services
• You have a knowledgeable staff (or other contributors) that can help author entries
• You can carve out at least 30 minutes at least two to three times a week to keep your blog consistently fresh
• You genuinely want to break down the barrier between you and your customers
• You genuinely want to provide information that will educate your customers
• You have a desire to create more transparency in the merchant/customer relationship
• You’re ready to not only talk, but listen to what your customers have to say – this one is a win-win when done well
• You have news to share and don’t want to rely solely on the media and your other marketing practices to share that news
• You can keep up with the industry pulse, meaning your entries will be relevant, top-of-mind and valuable to your readers

You should NOT launch a blog if:

• You’re already stretched for time and have no one else to pitch in with ideas and entries
• Nothing is more frightening to you than the thought of penning your own entries
• You tend to drop new hobbies/activities soon after starting
• You’re likely to consistently push blog writing to the bottom of your to-do list – it has to be a priority

Please keep in mind, this list only touches the surface, but most of the important factors have been captured. So, are you considering launching a blog for your business? If it’s been slow moving, what’s holding up the process? If you have a blog, have you noticed any difference in terms of buzz, store traffic, sales, etc? Let us know!

P.S. If you do decide that you’re ready to kick things off, we’re happy to help.