5 Easy Ways To Convert A Consumer Via Social Media

So I have a bit of an obsession with red lipstick. I also have a bit of a loyalty towards my cosmetic brands. However, the way I found my very first red lipstick was a little less routine than how I usually find my cosmetics (word of mouth/reviews). It was about this time a couple of years ago, and I wanted a bright red lip for the holidays. So, I waltzed right into a Sephora and took a stranger’s word as to what was THE BEST re

One of my Instagram photos sporting Red Burlesque lipstick.

d lipstick. Paired with a waterproof lipliner I also fell in love with that day, I have never strayed way from the two brands –> until now.

For whatever reason, tons of people ask me what lipstick I use. From Twitter followers, to people in Walgreen’s, I get asked what brand of red lipstick I rock. Being a social media strategist, I found this was the perfect scenario for a lipstick brand. Here you have a girl who wears your lipstick all of the time, calling you out on Twitter on a regular basis to her 100K + followers. Perfect opp, right?!

Here’s the kicker — that little lipstick brand NEVER responded to me. They did not even do as much as favorite one of my Tweets. WTF. I have been an advocate for their brand over and over again through Twitter, Facebook, Instagram, etc. and NOTHING. Nada. While a little put off, it didn’t mean the world to me that they didn’t respond, because I still loved their lipstick, so whatevs.

Then a little brand named Red Burlesque made a genius social media play –> They sent me a spicy, energetic Tweet about loving the red lipstick I wore, and said that if I DM’d them, they’d send me some of their own to try. As if that wasn’t enough to pique my interest, they found me on Instagram the SAME day and left non-salesy compliments on some of my Instagram photos. How could I ignore this brand that was complimenting me and not pressuring me into buying something? I wrote back that I’d love to try their brand, but could not decide on a color. They chose two for me right away and asked me for an address.

Now, this was when I was in the middle of my massive move to NYC, without an address. So, I completely forgot about it. However, during this time, they continued to leave tactful comments on my Instagram photos and respond to some Tweets. When they saw I was finally in NYC, they sent a friendly reminder DM and gave me their CEO’s email to send my address to. Once I had my address, I emailed the CEO, who quickly emailed me back, and within a FEW days I had two lovely lipsticks from AUSTRALIA.

A week later, let me tell you, I will NEVER go back to that old brand. Not only am I super impressed by the social media prowess of Red Burlesque, I am SUPER SUPER impressed by how long their lipstick stays on compared to the other one AND how much better of a red it is!

With a few simple steps and the cost of two lipsticks (and shipping from Australia  ), Red Burlesque gained an influencer relationship that already has provided them numerous genuine Tweets, Instagram posts and now this blog post. Genius, am I right?!

I completely get that not all of you wear red lipstick, but here are some incredible lessons to be had from Red Burlesque’s cheeky interactions with me:

• Do your research.
  • Red Burlesque must have searched hashtags relevant to red lipstick on Twitter and Instagram. I use #redlips frequently in Instagram posts. Instead of searching through followers, or basic old hashtags, Red Burlesque did their research to find users using any and all hashtags pertaining to red lips. Research allows you to find new consumers that might not know about your brand in the first place, but use a product similar to what you sell. This narrow targeting can help you gain followers and consumers on a huge level.
• Be genuinely interested.
  • Red Burlesque did not just chat with me about red lipstick. If they had, I would have been turned off about them just trying to sell me something. Instead, they liked other photos on my Instagram and kept a friendly, non-salesy conversation going with me through comments and Tweets. Acting genuinely interested in potential consumers helps build trust and cultivates their interest in you, as well.
• Don’t ask for anything.
  • Red Burlesque was not pushy with me about trying their red lipstick. They obviously suggested that I did because that was their end goal, but they did not keep pushing the subject. On top of that, once I provided my address, they did not beg me to Tweet about it, or Instagram a photo of it. This is SO crucial, especially when dealing with influencers. The more forced an influencer feels about talking about your brand, the less they will. By not asking for anything, my social media posts about the brand were able to be more genuine, and that probably felt better to Red Burlesque, too, that I was genuinely a new fan of the brand.
• Provide security.
  • When I didn’t respond with my address at first, Red Burlesque was smart by offering the CEO’s name and email address to send my address to. Providing your consumers with a credible name and face will help you get their address and secure info you need to send them products.
• Be confident in your product.
  • As my mother said, “They had to be 100 percent secure in their product to just up and send it to you like that, knowing you already had a red lipstick fave.” –> She is absolutely right. Red Burlesque knew they had a good product, so they weren’t afraid to offer it to someone already in love with their lipstick. As I mention in a previous post (http://marjijsherman.com/im-calling-bullshit-social-media-≠-magic-bullet/) you have to have a STRONG product before you can have STRONG social media.

Another lesson to be had here? INTERACT with your brand advocates –> especially the ones that naturally gravitate towards your brand! My previous lipstick brand made it SO EASY to switch by never responding to me, and, luckily for me, the thief provided a product so much better than the original.

Next step: Eventually get a new profile pic on Twitter with a Red Burlesque lipstick in it, so I can start proudly answering those numerous questions about what lipstick I wear.

– Marji J. Sherman

How To Be Truly Authentic In Social Media

It's interesting have over 100K followers on Twitter. To some people, it means absolutely nothing because they've barely even heard of Twitter and have no idea how it works. To others, it's unbelievable and there must be some super malicious, sneaky way that I bought my way there. Then, the ones I love dearly, they wholeheartedly understand social and are willing to have a down to earth convo about it. Perhaps the oddest thing that's come of it, is the question of whether I am actually who I am on Twitter in real life. The first time I was asked this question, I was completely caught off guard. Why the HELL would I cultivate a Twitter following and write blog posts every week under a fake personality? I honestly thought the person was just messing with me, and laughed it off. Then, they asked the question again.

Here's the deal --> You'd have to ask one of the 100K that knows me in real life AND follows me closely on Twitter to get an unbiased answer-- and it's really hard to find someone that follows my every move on Twitter AND my every move in real life. If that person exists, I am concerned for their social life. However, my biased answer is that Twitter is simply an online reflection of moments and thoughts I have in real life, in real moments. I don't tweak it to sound cooler, or exaggerate to get more rise out of my audience. First off, I'm smart enough to know that I am likely to run in to some of my followers in real life and having two separate personalities off and online would cause some issues. Second off, I started my Twitter account and blog for ME to write about MY experiences-- not to gain a ton of followers. And, if I ever and to give only one piece of advice for anyone in social who wanted a big following-- that would be it --> Do social for yourself and stay true to yourself, and the followers will come. Sounds corny, but it's true. Granted, I have to remind myself that 100K people are going to read what I put out there, so I have that extra layer of awareness, but, unless your my significant other, BFF, or in my immediate family, that extra layer exists anyways. (I.e. "Never say anything you don't care if the whole world hears.")

I've seen the exact same thing work for the brands I've worked with. The moment they decide it's about gaining followers, they lose their engagement and interested of the followers, which does NOTHING to gain more followers. However, if they stay true to their brand through thick and thin --> followers stay with them through thick and thin AND recommend the brand to friends. This, my friends, is called being authentic.

Authenticity is not framing a photo so it looks authentic to the audience. It is not signing up to a do a charity event and blasting out on all your social channels that you are such an amazing brand for doing a charity event. Authenticity is not learning the lingo of the fans you want to attract and starting to use it in all of your messaging.

Authenticity is producing content and conversations that tie directly back to the core values of YOUR brand. Sure, you can tweak copy and images to appeal to a certain demographic, but at the end of the day those copy and images better also directly link back to the brand, or you've done nothing but create some fake persona of your brand that you are now going to have to struggle to live up to and might even be called out for.

Social is simply a tool to amplify your brand-- so don't give into all of the trends and the new buzzword of "authenticity" that is being misused all over the internet. If you really want to be authentic, figure out who you are as a brand and go out and do things on social that represent those values. If that means volunteering at an event and covering it on social-- cool. However, if you just volunteer at event to follow the "authentic" trend, then you are NOT being authentic --> you're being  a poser brand, and BELIEVE ME, that will show through at one point or another, and completely backfire.

Yea, I have over 100K followers on Twitter, but that's not because I set out to have thousands of followers on Twitter --> It's because I set out to show the world who I am as a person and share my beliefs and opinions and expertise on topics I'm passionate about. It's because I listen to my followers and ask them how their day is going as well, and I am GENUINELY interested in their lives, as much as they are interested in mine. It's because, no matter how dicey or great or unbelievable life gets, I share that will them. I give them an authentic piece of myself, and they follow me back.

You want a huge social community for your brand? Start by being a brand that is true to itself, and understands and lives the true meaning of authenticity -- not the buzzword version.

- Marji J. Sherman

Keep It Simple In Social Media

When I started my first job in NYC, I never missed the opportunity to pick up an Inc., and lust after the new business ventures and advice featured in the magazine. Something about Inc. and I just clicked. So ---> I was absolutely starstruck when a writer for Inc. followed me on Twitter. Yep, that's all it takes, people.

So you can only imagine my level of shock when he asked to interview me. I had to read the Tweet a couple of times to make sure he meant me --> seriously?! What in the world would he want with me?

A few weeks later, the article was published on Inc. and the replies came in drones (read full article here --> In the Game of Twitter-World Domination, Meaningful Engagement Is a Touchdown). I was, again, in shock. Not only was I in an article on Inc., but people were actually loving it! However, the replies surprised me. The most common one was thanking me and the writer (the lovely Mr. Bill Carmody) for keeping it simple yet relevant. People LOVED that they could read the article and immediately act on everything within it, without employing some social media guru to read between the lines. For me, I wasn't trying to make it easy on the reader --> I was just sharing the valuable things I knew about Twitter (and I had an excellent interviewer!).

What can we learn? KEEP IT SIMPLE. I love sharing Don Draper's famous quote, "Keep it simple but significant." It's one my most Tweeted quotes! Why? Simplicity is attractive on social media. Simple leads to connections because simple allows people to easily, efficiently respond and participate in conversations.

Now, I'm not saying you should go dumb down your company and try again on social. I AM saying that you should not waste time trying to come up with the most elaborate social strategy in the world just to say that you have the most elaborate social strategy in the world. The focus should never be at creating complexity on social. If your contest takes more than one glance to enter, people won't enter it. If your conversation takes a dictionary and Wikipedia to participate, people won't participate. No

I'm not saying elaborate social strategies aren't effective. I've seen many complex strategies that worked well for that brand. I am saying that the initial give from your consumer needs to be matched by the value you are giving them as a brand. If you are providing them with an awesome free trip to Europe for a month, then maybe they will stay interested long enough to follow through with your Instagram hunt. However, if you're just wanting them to follow your Instagram hunt for the hell of it, or a small prize they could have picked up at the 7-11, then don't expect many of them to follow through on it.

Simple resonates. Simple doesn't mean that you have to speak in layman's terms and really, REALLY spell it out for the consumer. It just means that you need to be direct, cut the flowery bullshit and gimmicks, and provide your consumer with valuable content right off the bat. Don Draper's quote doesn't end at "make it simple" --> he adds BUT SIGNIFICANT. Using a straightforward approach in social media will help make you more significant to your consumers by allowing them to more effectively engage with you. By clearly outlining what you want from them, or what you can give them, you pave the road for meaningful relationships.

What made my interview with Inc. successful? I was straight to the point and didn't try to sell some bullshit philosophy. I explained exactly what I do on a daily basis with my own Twitter account --> no gimmicks, just heartfelt experience.

Try a more simple approach with your consumers and see what happens. They might just actually join the conversation, and maybe even start joining the conversation. If you're really lucky, a writer from Inc. will reach out to you ;)

- Marji J. Sherman

5 Road Bumps That Warrant Altering Your Social Media Goals

2013 was a huge year for me. 13 = my lucky number --> I was born on Jan 13th. On Christmas Eve 2012, I reflected on over twenty things I wanted to happen in my life in the next year. Low and behold, by Christmas Eve 2013, I had accomplished damn near every one of them --> much to my own surprise. See, I have an excellent habit of achieving goals...OVER-achieving goals. This is most likely due to my Type A personality and slight case of OCD. I set my sight on something, and I go and get it.

However, my goal accomplishments of 2013 did not yield the euphoria I expected them to. In fact, my rigidness on achieving those twenty-something goals written on a cold night in 2012, led to some very staunch life lessons. You can see bits and pieces of these life lessons throughout my blog posts from the past year and a half. While I don't believe in regrets, and am incredibly grateful of the wisdom gained from the consequences of sticking to my goals no matter what life threw at me, it got me thinking --> Had I been more flexible in my goals, altering them with the ever-changing tide of life, I could have had a bit of a less bumpy path.

Similarly, this is something I see again and again with clients. They set goals, content calendars, big campaigns for their year on social media, and then refuse to deviate from them as the year unfolds. While I appreciate the dedication to goals, the very same dedication I identify with in myself, sticking to the them can often create a mess, or even worse, box a company in so they look years behind in the social universe.

Here are some road bumps that can occur within a year that are worth altering your brand social goals for:

• A New Social Network 
• Social media changes FAST. It is almost a guarantee that the network you put all of your focus and spend on at the beginning of the year will be beaten out by another network by the end of the year. If you start a campaign on Facebook that is tied to a million Facebook metrics, and you see that another network is of more interest to your consumers, SWITCH NETWORKS. Modify your campaign to fit the network your consumers are on.
• Unexpected Reaction To A New Product
• Sometimes you expect a specific conversation to grow around a new product, and once it his the social waves it starts a completely different conversation than you ever expected it to. GO WITH IT. Follow the conversation that fans started, and be grateful you have fans interested enough in that product to start organic conversations about it. Don't be so rigid with your campaign plan that you ignore what the consumers WANT to talk about.
• Current News
• When I was interning, I was required to read the news for at least thirty minutes everyday when I got to the office in the morning. This was the BEST assignment ever. Not only did it give me topics for cocktail parties, it gave me a heads up on what social conversations needed to be altered for the day based on what was happening in the world. You can see hundreds of examples of companies that stuck to their goals and original messaging through HUGE world news and happenings, and received HUGE criticism and detachment from their fan base. Keeping an eye on world events should be one of your top priorities as as a social professional.
• A Rocky Road
• Yes, rocky roads can teach us all a little something, but if achieving your goal and metrics is leaving your social community hostile, or empty, then it's time to ditch it. An example of this is putting all of your manpower behind audience development, while falling behind on consumer engagement. Yes, you might get the number of fans you wanted, but does it matter if you're getting called out for your lack of engagement with fans?
• Tacky Transparency 
• The moment a consumer recognizes they are just a pawn in your end goal, you are finished. First off, the consumer should always be at the top of your mind when creating a social goal, or you shouldn't be practicing social media. Taking that a step further, you should make sure your goal is so flawlessly executed that the consumer never feels like they are just a piece of your strategy. If you sense consumers are catching on to what you are trying to accomplish in social, and start to feel like minute pieces of a puzzle for you to gain money or exposure on, tweak your goal. Effective social strategies mean the consumer is never aware of the bare bones of the strategy, or their role in it from a business standpoint. They should always feel like they are having an authentic, enjoyable experience with your brand. 

Goals are awesome. I will probably do a post soon on how to set effective social goals. However, flexibility is just as important as setting goals when it comes to social media. The social media playing field is changing ALL OF THE TIME, and you need to make sure that your goals are fluid enough to change with it. You can't predict social conversations like you can predict other parts of business, and you need to make sure you are leaving room for that little fact in your strategy development sessions. Otherwise, you might end up learning some pretty tough lessons in front of the entire world.

- Marji J. Sherman 

5 Rules Of Ethics On Social Media

I'm in the middle of a move right now, so the last few days have been full of selling everything from my three bedroom house, packing boxes to ship to NYC, working overtime, and making sure to get all of the logistics down from moving from rural Wisconsin back to the big city. So-- you can imagine my shock when this floated through my Twitter feed yesterday afternoon:

Yes, ladies and gentlemen, that is MY journal. Yes, ladies and gentlemen, I consistently journal at my age. I'm a writer at heart --> always have been, always will be.

My initial thought was that someone had bought my blank journal the movers must have taken to Goodwill, and they were sincerely thanking me for it. Then, I saw the gold 'Newport Beach' writing on the front, and realized it was my most recent journal, with real-life, really personal, entries in it. Then, I saw the hashtag --> #TeamScott --> Scott happens to be someone written about in that journal. That's when I started freaking out.

I called Goodwill, told them to hold the journal until tomorrow, and asked them not to get the two who Tweeted it in trouble. However, after I slept on it, I noticed that the two in the photo are laughing with my journal in hand, and that Tweet is one of two from the Twitter account they used, AND that Twitter account only has two followers (as of today). Sketch.

I thought it was important for Goodwill to know about this breech of privacy, and had this conversation with them:

I'm sorry --> REALLY?! Your employees posted someone else's journal online, while at work, while wearing YOUR company's t-shirts, and you are just going to have me contact local or regional?! No response would have been better, as my community kindly let them know:

Now some of you might argue the two employees are genuine with their thanks, and some might argue they are pulling my leg. Regardless, here is what they should have done: Follow me on Twitter and ask me to follow them back and DM them because they found something of mine, or send their inspirational message privately (if genuine).

Since they did not do that, Goodwill should have given a more genuine apology and offered to handle it themselves instead of putting work back on to me. It seems that they can easily Tweet someone's personal details, but they can't Tweet help to clean up their own mess?

Just around this lovely scenario, here are 5 rules to make sure you are staying ethical with your social networks:

1. Get permission --> If you want to share someone's property or information, ask them first.
2. Keep emotionally sensitive feedback private, unless you know the other party and their comfort level with the information being public.
3. Work is still work, even on your personal profile --> Draw the line between your work social media and your personal social media. Don't share sensitive information from your work on your personal social network.
4. Ask if you're okay with the entire world seeing what you are posting on social (seems like common sense).
5. If you have ANY questions at all on the sensitive nature of content, DON'T SHARE IT.

What are your thoughts on this? Comment below.

Update: After publishing this post, Goodwill reached back out and had this conversation. There was no apology or recognition of wrongdoing when I picked up the journal from my local Goodwill store.

Update #2: Received this welcomed response from another Goodwill handle.

Update #3: Received this apology from original Tweeter:

- Marji J. Sherman