Social Media Guidelines: Community Participation

The key word in social media is social. Community participation is a key factor in any social media plan. Creating a policy that helps your employees participate in a smart and authentic way and keeps you from falling in the "one-way PR monologue" trap is critical. Here are some points to think over as you write this section of your social media guidelines:

1. What are your policies on employees using geo-tagging services such as Foursquare, Gowalla, Facebook Places, etc? I personally don't use Foursquare or the like for my own company because I am a single woman who travels often. For my own safety, I don't need everyone knowing the exact coordinates of where I am at any given moment of the day. Safety concerns aside, will using geo-tagging services violate trade secrets or confidentiality agreements with your clients or suppliers (for example, an employee checking into your favorite top secret wholesaler's storefront or a client's home for a meeting)?

2. Will you participate in memes like Follow Friday (#ff) or Wedding Wednesday (#ww) (or as its known to the rest of Twitter - Wine Wednesday). If so, what are your guidelines for that? Here are some best practices to make those memes productive and keep them from annoying followers.

3. How often will you participate in conversation online vs self-promotion? It's important not to be the social media equivalent of the friend who only calls when they need something. If you only check into Twitter or Facebook to ask a question but never pay attention at other points, you're missing the point and missing out on an opportunity to tap into and build a strong community that you can contribute to and receive from on an ongoing basis. Likewise, if you only post and never reply to people on Twitter or Facebook, you are completely missing the point of these platforms regardless of how many followers you may have.

4. How will people or other companies be selected for your blogroll or your “like” button on facebook? How will you turn down people who ask to be on your blogroll but may not be a good fit?

5. If clients have access to your cell phone number, what is your policy on text messaging? Are employees allowed to text clients? This one may seem inconsequential, but it can snowball quickly if guidelines aren't in place.

6. How will customer service be handled online? Can anyone respond to a complaint or inquiry posted on a social media platform or will one person be designated for this task?

Social Media Guidelines: Content Logistics

Yesterday, we covered how to develop guidelines for online content, but today I want to talk about the logistics behind the content. Some questions to consider as you write this section for your social media guidelines:

1. How often and at what times will you update your different social media platforms? Is there a main editor or is each writer responsible for editing their own content? Does everyone post their own updates or does it get sent to one person who posts everything?

2. How will you link to others? Should all links be set to open in a new window? How will you differentiate between your original content and quotes from others? With bold typeface? Italics? Another format? How will you link to other sites on platforms like Twitter (here's some insight on which link formats work best for spreading ideas)?

3. This section should also include size standards for photos so that they're consistent (ex: all blog photos should be a minimum of 600px across, etc) as well as time length standards for videos (ex: all videos uploaded to YouTube and Vimeo should be less than 5 minutes in length, etc). It should also include editorial standards for blog posts (ex: 400-500 words max, each post must include one photo but no more than five, etc).

4. Will "text speak" (U, R, 2, gr8) be allowed? (PLEASE just say no to text speak. You’re not stupid, don’t lose sales by branding your company as such.) What about other grammatical aspects of your content? Will multiple punctuation marks be permissible (!!!!! or ?!?!?!), is it okay to use these curly brackets { } instead of parentheses ( ) or should everything be cohesive and grammatically correct? Here is a post from the Think Splendid archives with grammar guidelines for wedding blog writers.

This section of your social media guidelines will help ensure that the content you produce is published professionally each and every time.

Social Media Guidelines: Content Creation

The secret sauce to any effective public facing social media plan can be found in its content. Whether its blog posts, tweets, facebook updates, photos or videos, the content you publish online is capable of turning a passive reader into a loyal fan. Here are some things to consider when writing the content section of your social media guidelines:

1. What topics will you post about? What is your desired ratio of self-promotion to helpful advice? (Hint: if you’re tweeting about your company or blogging about it in every post, you need to change your social media approach.) What will your mix of personal and business-related content be? If you're leaning towards 100% business content, remember that people do business with people they like and can relate to.

2. Will blog posts and status updates be written in first or third person? (Tip: choose first person – it’s more conversational, which is the entire point of social media.)

3. Where do hot topics like faith and politics fit in to your social media presence? If they're allowed, will there be a line on what can and can't be shared? What about profanity? I sometimes have quite a sailor's mouth, but in presentations and professional social media, I keep it G-rated out of respect for other people's beliefs. For others though, profanity fits well into their brand. Think this one through so that everyone in your company is on the same page.

4. What will your policies be on talking about companies other than your own? Will you only mention companies you have a material connection to (clients, suppliers, etc), or will you openly discuss companies that you find inspiring even if you compete with them? What about companies you dislike? We'll cover libel and defamation issues in another part of this series, but will it be okay for you or employees to share their disappointment in another company? What will your policies be on passive aggressive remarks?

5. Make sure your blog and social media content goals are included in this section so that all employees participating online know what you are trying to accomplish. For example, one of the goals at Splendid Communications is to produce content that causes people to "think splendid" or think differently about the way they’ve always done things. This means that our content is sometimes provocative, a bit controversial, and may not always sit comfortably with people. While this approach fits within the context of the Splendid Communications brand, it may or may not work for you. If your brand is focused on being happy-go-lucky or on the joy of weddings, then having an employee posting their unfiltered sarcasm may not be a good representation of your company online.

Social Media Guidelines: Visual Branding

To kick off the series on social media guidelines, I want to talk about visual branding through social media. We're starting with this topic because, quite simply, the eye buys, especially in an industry as visual as weddings. If a potential client visits your site and your various social media pages and the fonts, colors and design elements are cohesive, it sends a stronger message that you are a trustworthy company capable of handling their business. This may seem simple and common sense, but when a company has a beautiful website, but uses the pink flower background on Twitter and the default YouTube background, it sends a confusing, unprofessional message to potential clients.

The branding portion of your social media guidelines should address the following questions:

1. What will the naming scheme be for social media users (owners, employees, interns) within your company? Will it be each person's own name? (If yes, then if that person leaves your company, does that account and its accrued followers stay with the company or with that person? If it stays with the company, consider how that could be perceived by the public if they really connected with the original person.) Will it be a combination of your company name and their own name? Create a guideline for naming social media accounts that keeps it simple yet consistent. Also, keep in mind that you may be a one person company now, but what will you do if you bring on an intern or associate down the road? Keep your guidelines open to growth.

The Bridal Bar has a naming guideline that is simple yet effective for brand recognition - the original Bridal Bar and the initials of each official store's city. This allows the brand to grow and because "Bridal Bar" is a registered trademark, anyone who tries to "squat" on a future city account can be shut down by Twitter or the other social media platforms.

2. Will everyone in your company participating in social media have the same design background for the platforms that support it or will there be different versions for each employee?

The wedding film company, I Do Films, does a great job of incorporating a Twitter background that is cohesive in look yet personal to each employee:

3. The section on social media branding guidelines should also include the font names and color codes (both RGB and HEX - if you're unsure of yours, ask your graphic designer) you want used throughout the different social media platforms that are customizable. It should also include appropriately sized logos and/or background images that can be uploaded as well as size standards for avatar photos.

Twitter uses HEX color codes for their design settings:

I keep the guidelines for Splendid Communications in a Backpack account from 37signals so it can be accessed easily anywhere, but there are other formats that will work well, too:

Taking some time to think through how you want your company to visually be represented in every aspect of social media and putting that information in the branding section of your social media guidelines will help you create a cohesive look online.

Creating Social Media Guidelines

Tomorrow I'll be launching a new, multi-day series on social media guidelines. It will be a step by step guide to creating working policies for your company on every aspect of social media.

The point of these guidelines is not to intimidate, but rather to allow you to use social media in a way that is both productive and professional. Whether you are a one-person company or have a staff of over 100, having written, realistic guidelines will help you promote your brand online in a way that encourages the best interaction with the public.

Participating in this series will allow you to write your guidelines one topic at a time rather than having to sit down and write a long document (which is less likely to ever get done). Social media is an ongoing medium, with new tools being released on a constant basis, so these policies will and should evolve over time.

I hope you'll tune in tomorrow for the first post in our series. If you have any questions on specific topics, let me know in the comments below!

On Giving Clients What They Want

I recently visited a new (to me) stylist for a haircut. I had decided to try a new hairstyle and after describing what I thought I wanted, she cut my hair that way. It turned out horribly. After I voiced my concern over never being able to show my face in public again, she told me that she knew what I described would not work with my hair type.

"Why didn't you tell me it wouldn't work if you knew all along?"

"Because you said that's what you wanted."

"Yes, but I am not a professional hair stylist, I did not go to school for this. If you knew something I asked for would not work, shouldn't you share your professional opinion and guide me to a style that would?"

If the stylist had explained to me that what I thought I wanted wouldn't work and why, I would have happily gone in another direction. But she didn't. She knew something wouldn't work and wouldn't look good and she did it anyway because of a misguided belief that she was supposed to do whatever the client says.

This experience reminded me of many conversations with wedding professionals over the years who have claimed that their job is to give their brides or grooms whatever they want. I have to disagree. If your clients are asking for something that will turn out terribly, as a professional you should guide them to a better option.

There will be many more haircuts in my future. Your clients will (hopefully) not have another wedding. You are getting paid for your professional opinion; speak up.

Building Brand Loyalty Through Twitter Lists

Have you ever looked up a company on Twitter only to realize they have several different accounts representing different people who tweet for them? If your company falls into this category, create a public Twitter list that includes the Twitter profiles of the different accounts for your brand. Have this list featured on each Twitter account for your company. This will help others connect with their favorite people representing your brand on Twitter in a quick and non-frustrating way.

This MSLO twitter list is a great example, as it lists the different accounts that people can choose to follow for the Martha Stewart brand.

Gay Weddings and Social Media

Bernadette Coveney-Smith is the nation's first legal gay wedding planner and the founder of 14 Stories, her wedding planning company for same-sex couples as well as the founder of the Gay Wedding Institute, an organization that trains wedding professionals on how to market to and work in the same-sex wedding market. I asked her to share some of her insight into some of the common mistakes wedding professionals make online that keep them from booking clients in this growing segment of the market. Here is our conversation:

Can you share some statistics on the impact same-sex weddings have (will have) on the economy if/when they are legalized?

Well, to start, according to the last Census data (not from 2010), there are 781,000 same-sex couples living together in the U.S. And, as of today, there are only five states in the U.S. and D.C. where same-sex marriage is legal. 45 states remain - that's a lot of weddings. Gay weddings are good for business and Forbes reported that the overall wedding industry would see a $9.5 billion annual increase if gay marriage was legalized across the country. The wedding industry is huge and gay weddings are truly the only emerging segment of the industry. I'm based in Massachusetts which saw $111 million come into our economy the first five years gay marriage was legal here.

What are the two main things wedding professionals who want to work in this aspect of the market do to undermine their opportunities?

The two main things wedding professionals do to undermine their opportunities with engaged same-sex couples are 1) to assume that planning a gay wedding will be just like planning a straight wedding; and 2) to fail to use gender neutral language and inclusive photos in their marketing collateral.

Because of your influence, I often catch myself writing in a gender-focused way (bride instead of brides or bride and groom or couple) and will edit it to be gender neutral. What is the importance of writing in a gender neutral way? Does it really matter or is it just an issue of the PC police? Will an engaged gay male couple really not hire a wedding professional because they only write "brides" on their blog and other social media sites?

How many times do you say "my bride" or "the bride and the groom?" What if there are two brides or two grooms? It's important to train yourself to avoid assuming that there's one bride and one groom. This means that when you answer the phone and there's a female on the line inquiring about your services, you should avoid questions like, "what's the name of the groom?" It's easy to accidentally offend or turn off a couple, simply because of the way we're programmed as wedding vendors. Most of the time it's purely accidental and same-sex couples know not to take it personally, but it's awfully embarrassing when it happens.

If you fail to be gender neutral, will you automatically lose a client? Maybe, maybe not. But is it worth potentially losing thousands of dollars? It could literally be a $50,000 mistake.

What are some of the more common stereotypes vendors have about gay weddings that you'd like to see go?

The first assumption I'd like to see go is that gay weddings are just like straight weddings, except with two same-sex partners. I think it's easy to forget that there is an LGBT culture and that with any culture come traditions. Just as there are Jewish and Indian wedding traditions, there are gay wedding traditions. Gay weddings and straight weddings differ, particularly in the planning.

Secondly, I'd love any assumptions/stereotypes about gender roles in same-sex relationships to go. I was at an event last year and a colleague asked me, "In a lesbian relationship, is one of them the bride and one of them the groom?" It's a fair question and she asked it to learn, but it's also something that's based on stereotypes. It also would have been unfortunate if she'd asked that to a lesbian couple directly. I've had two brides in dresses, two brides in suits and every other combination you can imagine. There are no rules and it's best to avoid the stereotypes so you don't accidentally offend anyone.

You can follow Bernadette on Twitter here.

Developing an Effective Publishing Strategy

When you're submitting an event to a wedding blog for publication, it's important to recognize what being featured on a specific blog is going to do for you. Many people think of publishing their weddings online in terms of how many couples are going to call them after seeing their work. While that is certainly a benefit of being published, it's not the only one. Here are three things to consider when developing your online publishing strategy:

Getting Clients From Being Published
The number one and the most obvious reason wedding professionals want to be published on blogs is so that the blog readers will click back to their site and hopefully hire them for their services. If this is your goal, then keep in mind that high amounts of traffic don't always equate to high amounts of click-throughs back to your site. Some smaller blogs with super loyal and highly-targeted followings deliver a much higher return on clicks and subsequent bookings than their more trafficked competitors. Bigger isn't always best when it comes to this particular goal.

Increasing Your Brand Visibility From Being Published
Perhaps your goal is to be able to have anyone anywhere say "oh yes, I've heard of that company," regardless of whether they're going to hire you or not. While this may not translate to short-term sales, it does have several long-term benefits, including making it easier to expand into other markets (as opposed to starting from scratch because no one knows your name), helping build a brand platform for book or television deals, and so forth. Getting editorial features or advertising on highly-trafficked sites are helpful in accomplishing this goal because more people are seeing your name and work.

Increasing Your SEO From Being Published
One of the most overlooked benefits of getting your weddings published online is that the links in the editorial features help your site with search engine optimization (or in other words, helping you get to the first page of Google). A highly-ranked site will give you more search engine credit than a lower one (most often the newer blogs), but the lower ones help, too. Plus, even though the feature with the inbound links to your site may not stay on a blog's front page for very long, it does stay on the site forever, quietly building more benefits for you over time. The "non-exclusive" publication option on Two Bright Lights is great for this arm of your publishing strategy.

Developing an effective online publication strategy can help your business beyond just the immediate sale or booking. Create a plan that is multi-faceted so that you can incorporate all three of the goals above rather than focusing on just one aspect.