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Technology is always changing, so focus on your message more than the tool

in Uncategorized by Colleen Newvine Leave a comment
You say you're intimidated keeping up with all the new technology? It can be overwhelming -- but the alternative is sticking with what you already know. Would you prefer to go back to video cameras this big? Creative Commons photo by Andre Chinn.

You say you’re intimidated keeping up with new technology? It can be overwhelming — but the alternative is sticking with what you already know. Would you prefer to go back to video cameras this big? Creative Commons photo by Andre Chinn.

Back in 2005, my aunt and I went to Rome for Easter. I packed what seemed like an impossibly small video camera, its case about the size of a small purse, and I captured beautiful scenes of Pope John Paul’s last Easter.

Then I got home and realized that without specialized editing software, I couldn’t do much besides play it back as is, plugging the camera into my computer.

About a year later, a friend told us about this thing called YouTube. John’s computer wheezed and stuttered as we tried to watch our first video.

As online video became all the rage, I bought a Flip, a high-definition video camera about the size of an old mini cassette recorder. Its simple interface quickly got me recording, editing and uploading video to YouTube. The name referred to its clever design — you push a button on the side of the camera and a USB connection flips up, plugging straight into your computer without a cord.

This was the first video I shot on my Flip cam then uploaded to YouTube. It’s literally almost as interesting as watching paint dry.

I was slow to the iPhone trend, but once I started carrying a high-quality camera as part of my smartphone, I rarely bothered with my Flip any more. The launch of Twitter’s Vine, a tool for sharing six-second video loops, followed by Instagram’s 15-second videos, made it easy to share video without ever touching my computer. Record the video, share it straight from the iPhone via wifi or data plan.

I shot my first Vine at SXSW Interactive … of NOLA band Big Sam’s Funky Nation:

In just a few years, it’s remarkable how much amateur video has changed — and that’s from a starting point I already thought was pretty advanced.

So many other technologies are moving just as quickly, and it can be tempting to just stick with what you already know. It can be overwhelming to constantly learn new tools.

But imagine saying no, I’d rather keep my fax machine than learn email. No, my film camera is just fine, why would I bother with a digital camera or the phone on my camera? Who needs a photocopier when this ditto machine still works? I prefer this rotary phone to a cordless push button, and I can’t see a use for a cellphone. I like these eight tracks, or albums, or cassettes, or CDs … Read more

Five questions to begin your strategy for effective use of social media

in Uncategorized by Colleen Newvine Leave a comment

Last summer, I wrote a series of guest blog posts for Stirring Up Success, a B2B blog run by Dawn Foods, a manufacturer of bakery ingredients and products and distributor to the bakery industry. According to a case study by Crossroads, has been featured in top industry trade publications as a unique and helpful tool for bakery owners.

Here’s my first post in the series, encouraging bakeries to take the time to define their business goals to help them be more effective on social media.

We have a shelf full of cookbooks, which help us figure out a plan when we cook.

Using social media without a strategy is a bit like turning on the oven without knowing whether you’re reheating last night’s leftovers or baking an elaborate wedding cake.

Just as understanding how to use a measuring cup and mixer are essential to baking, comfort with social media tools can make it easier to implement a plan. But there’s a difference between randomly throwing some ingredients together and following a formula – you need a strategy.

Five questions to help you get strategic about social media:

  1. What are your company’s goals? Do you want more sales, bigger sales, new customers, more orders from existing customers, different kinds of customers? Be as specific as possible, so you can measure your progress.
  2. What’s your status quo?  Inventory your existing communications, including newsletters, social media and brochures. Even in a small organization, this is worthwhile so everyone is conscious of what you have and so you don’t reinvent the wheel.
  3. Who is your audience?  Describe who you want to reach, what they want and how they like to communicate. Are you trying to stay in touch with existing customers so they will tell their friends about you or find potential new customers? The way you talk to moms planning birthday parties in the Midwest is very different from corporate event planners in Los Angeles.
  4. What is your competition doing with social media? You don’t need to copy what they’re doing, but you should be aware. It’s also a cheap way to keep an eye on them.
  5. What resources do you have? Be realistic. If you have a small staff with no communications budget, you need to be selective about what you take on. Consider your talents and interests as well. For example,would you rather write or take pictures?

Answering these questions doesn’t mean you have a social media strategy, but it should get the conversation started.

One final thought: don’t limit yourself by only thinking about pushing out information. Social media is a two-way conversation. It can be an excellent way to ask questions, listen to what people are saying about you and your competition and to respond to customer concerns.

Colleen Newvine Tebeau is a former reporter and editor who then earned her MBA at University of Michigan with emphases in marketing and corporate strategy.  She is a marketing consultant who helps small and midsized organizations with strategy and tactics, including social media and communications.

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