You can check out his original post here: http://printceo.com/2010/08/time-suck

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To some social media is a noun. As a noun it's a channel (or series of channels depending on how many social media technologies one chooses to lump under the definition). People can choose to tune into the channel and watch, listen...and even participate or not. I think of all the debate over all the years about Howard Stern. Although I didn't listen to his show, I thought he was funny. As for those who thought he was vulgar...stop tuning into that channel.

To others social media is a verb. As a verb "doing social media" takes time. Some like to do social media and some don't. I admit time can fly when you are doing social media (blogs, twitter, facebook, linkedin, youtube and more). If you don't want to do social media, you don't have to.

“Social Media is about enabling conversation”, said Lon Safko and and David Brake in “The Social Media Bible.” They went on to say, “social media refers to the activities, practices and behaviors among communities of people who gather online to share information, knowledge and opinions using conversational media.

Imagine the debates when the telegraph, radio, television and the internet came along. People using the existing technology saying the “new” way is taking away from what we’re doing today. They're no different than the debates the printing industry had over flatbed scanning, desktop publishing, CTP and digital print.

There’s always another ways to get something done, you interested in trying it? It could be one hell of a ride. Or perhaps it could be a 54 hour bus ride from hell going to see a relative you don’t even like. That’s time you’ll never get back.

It takes time to debate whether it's a time suck or not. Nothing wrong with good debate, people can learn from it, just make sure you're doing something else besides debating or else the world will move on without you.

People have choices. We've always had them. People are choosing to use social media as a way they want to communicate. I can't tell them to use it or not use it...it's their choice. (Businesses can mandate whether an employee can or not). How much time they spend on it and what they do on it is up to them.

If you take away the opinion (analysis) from the report it says there are more people choosing to be online using social media tools doing social media activities. That's less people watching tv, listening to the radio, reading the paper, reading a magazine etc.

The print industry is funded by people's needs (consumer and corporate) to communicate via print. There’s an opportunity here to raise our awareness of new ways to communicate. It costs less than a TV or radio studio but it does take time.

What about using social media for your business? Use it to participate in conversations with your customers or provide them support the moment they need it. Use it to get found on searches  or share information like WTT does. Use it gain knowledge and grow skills and experiences. If you try it and you’re frustrated that "it doesn't work" or “takes too much of your time” it may not be a channel for you.

But that frustration some people feel is EXACTLY what many customers of the print industry are feeling these days. B2B, B2C, association and non-profit markets are acknowledging that people want to communicate in different ways. They're splitting what's left of their smaller marketing/communications budgets into smaller portions so they can free up funding to try web site development, e-mail and social media themselves. These choices can take away from the profitability of the print industry.

Helping our customers use a mix of channels that can be used to connect with existing and new customers could be a great way to spend our time. We can even use our experiences of trying it ourselves at home and at work as part of our pitch.

There will always be more channels. And not all are effective as others. But if people are given a choice to communicate the way they want to and they go there to do it; I know I want to learn more about it and will invest some of my time to see what it’s all about.

What amazes me is that there are some people out there that actually click on the link in the e-mail from the President of a foreign land who needs my help. Someone is choosing to watch reality tv and tend a crop in Farmville—not my thing. It's all about choice.

What will you do with yours?

I gotta get out for a run. All this social media is making my butt sore.

Thanks Howie for starting this up. And thanks to everyone else who's participating. That's what living socially is all about.

Facebook and Twitter were initially designed to be social networking platforms for individuals to connect with other individuals and that began to grow into groups. Eventually marketers tapped into these channels with a message (often with a tight budget) and used the channel to connect with their customer base.

At first there was little method to the marketing madness—many will argue that’s the real wealth of viral opportunity—as brand managers began cruising Facebook, Myspace and Twitter looking for opportunities to reach their desired audience. Lessons were learned and mistakes were made but there were also a number of successful marketing efforts using these new channels of communication. After each report of a wildly successful social media marketing campaign other marketers would sit back as ask, “How did they do that?” It was entirely new territory and everyone was figuring it out as they went along.

Now, as social media continues to evolve so do the few elementary rules and best practices that have been established. In the rapidly evolving environment of social media marketing there are a few truths that can help you navigate the best way to incorporate social media marketing into your existing and future campaigns.

1. There is no “one way.” The reason it has been so difficult to measure and commoditize social media marketing is the highly customized nature of a good campaign. The channels, messages, methods and strategy of each effort are tied to the goals, experience, products/services, audience etc. of the client. Every time a new campaign is created a good marketer will start from scratch—using lessons learned to prevent repeat errors—and assemble the components necessary to successfully market the brand. Don’t try to package the process. Just observe and measure what you can to find the rhythm and nuances of using social media as a marketing tool.
2. Social media is a method. It should be part of a marketing plan. If you don’t have a marketing plan or it has been a long time since you’ve updated yours then take the time to explore and update your marketing objectives. Social media should be part of your marketing strategy and your day to day tactics to reach your objectives. Need a refresher on what a marketing plan could look like? A Google search on “marketing plan template” had the following top hit as of today: www.quickmba.com/marketing/plan/.
3. It isn’t always about what you have to say. In fact, one of the most useful ways to use social media as a marketer is to get a glimpse at the behaviors, thoughts and trends volleying amongst your target audience. Simply "listening in" can help you better understand what they want from you and how they want it presented.
4. Let them choose. Instead of trying to anticipate the best way to touch a customer give them options. People are accustomed to having everything—meals, TV programming, news—their way. They now expect to be able to choose how they want to receive your marketing message. Don’t fight them. Make sure your campaign gives the audience a choice.
5. Engage. Don’t lecture. The truly unique element of social media is the “social” part. You now have direct access to your customers. Explore ways you can engage them in your brand experience. Get them to provide feedback or enable them to share their support for your cause. Social media is a two way street the faster you can embrace the potential conversations you can have the sooner you’ll find your campaign’s niche.
6. The cost isn’t always about money. With social media it’s often time. Social media’s biggest source of funding is time. Setting aside the time to identify relevant content, post it on appropriate social media channels and monitor what’s being said about it is an ongoing process. Be sure to include more time in the beginning to learn what works for you and your audience.
7. Remember these three words: content, channel and hook. These three have been the cornerstone of marketing efforts for years. What you want to say, the channel in which you say it and what you expect someone to do with what you’ve shared or done. Modern marketing has increased the number channels and what can be done with them. Finding out what people want and being able to deliver it in a channel or channels they want to receive it in. It’s both a mystery and an opportunity. The best way to demystify it is to try it for your organization.

1. Why are you calling the meeting? If you can't identify at least three reasons to bring people together for a conversation then you could probably scratch the meeting itch with a well worded email inviting a response. If you're calling a meeting because you always have a Monday meeting ask yourself whether they are really necessary or if you could convey the message in a group voicemail, email or simply make the meetings less frequent. 
2. Are you looking for feedback, input or discussion? Or, are you just looking to talk. A theme appeared as I listened to my friends talk. Too often meetings were called when someone wanted to report something or share pertinent information but wasn't really interested in what the attendees had to say. I can understand wanting to make sure the message was received but sending an email with a receipt attached or "to let me know you've read this send me a reply with 'PURPLE' in the subject line" placed randomly in your message are two ways you can ensure your message has been received without taking up valuable work time. 
3. Who really needs to be there? Unless a person's opinion, experience or work is required to achieve the goals of you're meeting then they probably don't need to be there. Giving the usual suspects the option to attend a meeting is one thing but requiring them to be there when their minds are elsewhere isn't doing anyone any favors. Put some thought into who you're asking to attend and you might find your meetings move a bit more smoothly. 
4. Give it some structure. It is no secret I'm a fan of organization and I think every meeting could benefit from some structure. When setting up a meeting let the attendees know when you want to start and how long you're intending the meeting will go. Then STICK TO THAT. Letting people know you appreciate their time and busy schedules and dedicating yourself to a predetermined amount of time will keep the spirits high and meeting clicking along. If you're really feeling on top of your meetings go ahead and share that list of reasons you identified back up on question 1. Priming their minds for the matters you're going to touch on will mean they'll also be more prepared for the meeting. 
5. Multitask. If you find yourself reaching for the meeting button every time something crosses your mind that you want to share I would suggest instead adding it to a meeting "to do" list. At the end of the day/week take a look at the issues you've identified and see if there is some way you can bunch things together in one meeting or, pull out a few really important issues to dedicate meeting time to then write an email to cover all the other smaller issues. The most effort you put into streamlining your meetings the more effective that time away from other tasks will be. 

These five points are by no means a cure-all for the meaningless meetings epidemic however they are a starting point for inciting change within your organization. Smarter more effective meetings will send a ripple of similar efficiency through the rest of your company's workflow so start tightening up your meeting strategy today.

So, I ask you where do you fall on the “creative”/”suit” spectrum? If you’re a “suit” how do you try to introduce creativity into your work? If you’re a “creative” what ways do try to embrace process and analysis? I challenge you to determine where you fall on the spectrum and work to move yourself towards a more centered place by exploring a way of working that may not be natural but will be more fruitful.

Large corporations often have entire departments dedicated to standardizing the sales process and training their sales reps on their highly customized CRM process. Small businesses, however, don’t have the luxury of cost or time to establish extensive procedures or elaborate systems. None the less, small businesses have a very real need for a streamlined system to track their customer relationships. Luckily in the past few years some excellent services have appeared that can help your small business maintain an improved system of customer engagement.

While a spread sheet and a tidy Outlook contacts file are a good start you might want to consider one of the CRM service options if you’ve found yourself suffering from any of these common sales process road blocks:

• Remembering you talked to somebody at Acme Client but you’re not quite sure who it was or what         asked for.
• Sent out a whole bunch of sample kits but lost track of where they went and how long ago.
• Passed a client off to the next in the sales chain but you’re not sure if they ever followed up with them.
• Find yourself sending out the same single email to people throughout the day/week/promotion.
• Continually realize there are ways your current system fails or creates gaps in your efficiency. 

This post isn’t intended to endorse one service over another -we will leave you to do your own investigating- it is intended to help you recognize the need for having a CRM system in place and some factors to consider when looking in to your options. So, here is a list of things to keep in mind before you sign up for a CRM system:

A good system will allow you to easily:

• Track contact w/ each customer (Phone, email, face-to-face)
• Take notes about client interaction
• Integrate with your other systems
• Track the sales process with each lead and customer
• Manage your timeline of interactions, emails, appointments, etc and alert you if a deadline is approaching.
• Most importantly, look at your existing process and identify the weaknesses you should hopefully be able to find a solution that resolves most, if not all, of those issues.

Before you approve the payment ask:

• Do they have a service level that fits your budget? CRM services can help make you more profitable but don’t put all your money into the system and not the clients.
• Can you easily navigate the user interface? Most services will allow you a trial period, if you find actually using the service to be cumbersome or confusing from the start you’ll most likely end up abandoning it eventually.
• Is there room to customize? Your sales process is distinct to your business you should be able to tailor the service you use to maintain that process.
• What kind of customer support do they provide? Do they offer webinars or training so ensure you understand how to properly use all the service’s bells and whistles? If something goes wrong will you be able to rely on them to help you find a solution? 

Now that you have a starting point go forth and find the solution that best suits your company’s needs. With a standardized CRM process in place you’ll be able to focus more efficiently –and hopefully, profitably- on your customers.

Some Options To Consider:

SalesForce

HighRise

Zoho

SalesBoom

NetSuite

Of course, the fact the I have to write a lot for work, gives me motive to write regularly but, now that I have realized the benefits of putting my thoughts on paper I find myself doing it a lot more for reasons other than blogging or proposal writing. Usually while in the middle of putting my thoughts into words I will see my thoughts take a natural order, one I might not have come up with if I had tried to find key point before fleshing out the full argument. I even sometimes find myself questions my initial opinion or finding a whole new side of the argument. I vary my approach depending on my mood or topic and I always feel better –not to mention, more prepared - after I’ve put my mind through a bit of a workout.

If you think starting your own writing workout would help you make better at forming arguments and sort through your thoughts here are the two main approached I use. 

Free Styling

When I have a nugget of an idea or even something as vague as a general direction I will often let my natural synapses take control. To keep the thoughts flowing freely I’ll pick up a pen and go at it; sometimes when I type I find the process can interrupt the stream of ideas. So, with nothing between my mind and the paper in front of me I begin writing everything that comes to mind, doing my best to make the thoughts string together somehow but ultimately not fussing with semantics. I’ll do this until I hit a block or until I feel the ideas have really played themselves out. Then, I step away and let it sit for a while.

After at least an hour but sometimes as much as a week I will return to the work and start to give the piece shape. I’m not looking to necessarily make it publishable, just to extract the strong points and find the most concise relationship between them. I work with the brain dump until I feel like I’ve absorbed enough to either help me in future articles and/or presentations or in conveying opinions.

Much like a brainstorming session this no rules approach often shakes loose some ideas that wouldn’t have been revealed by a more formal process. It also helps improve my understanding of the way I write. Becoming familiar with my patterns and voice makes writing on assignment easier and more efficient.

Homework

On the occasion when I’ve been gnawing on some ideas but can really wrap my head around how to connect them or what angle to use to dig a little deeper I give myself an assignment. I take a basic editorial approach. First, by making an outline. In fact, I often push the outline step to it’s fullest trying to organize the various thoughts I’ve already come up with. Then, I begin to build prose around that outline. Challenging myself to make my writing as concise and relatable as possible.

This approach requires me to be more structured but it usually provides the connections I need to make the best argument succinctly. I generally us this when I need to understand my thoughts but, more importantly, I want to be able to share them with others. I will edit the prose until I‘ve reached a point that I feel it stands on its own then I put it aside. The mere exercise of working through my thoughts and refining them primes my mind for future conversations. Instead of worrying I may not be explaining myself effectively or trying to justify a position I haven’t fully thought through I am more confident in presenting my thoughts and opinions.

While this may seem like a lot of work it saves me a ton of time because my head is clear and my positions solidified. At least try it once and see if it doesn’t help you with your formal work.

• Give them room to roam; it is a well recognized fact that everyone learns in their own way. Some are visual learners, others do better if they hear a lesson and there are also those who thrive in a tactile learning environment where they can work through problems with their own two hands. The same can be said for the way people work; everyone has a particular method to be most productive. If you're interested in getting the best results from your workforce's individual skill sets then give them some freedom to find their comfort zone. If they are morning people then encourage them to come in as early as they'd like, if they work better standing up then allow them to change their desk situation. Working within the parameters of your expectations of them do your best to enable them to achieve those expectations in their own way.
• Encourage creative thinking and allow employees to pursue their own ideas. Companies like Google and Azavea are getting a lot of recognition for allowing their employees to use 10% of their "work hours" to pursue individual projects. Their theory is that the more their employees work to build their own skill sets and interests the more they will benefit from the diversity of perspective and a staff capable of demonstrating initiative. Allowing workers to broaden their horizons can bring new ideas and opportunities to your company simply by extension of your employee's interests. This is particularly effective if you've hired people who are passionate about the work they do for your company as well as the company's overall ethos, then it is even more likely that their outside interests will dovetail with their internal projects.
• Embrace the untraditional; identify elements of your business that are unique and build them into your employee policy. If you're an eco-friendly company encourage and enable a green work environment (provide a bike helmet for everyone who bikes to work, allow composting in the cafeteria) if you're an arts centric company set aside three or four days for cultural events like going to a concert or festival. Incorporating the company's brand identity in your employee policy is a way to not only practice what you preach but also encourage your workforce to partake of the ethos themselves.
• Ask what you can do to make your employees' day easier. Offering small fringe benefits like dry cleaning pick up from the office, a monthly visit from a masseuse, arranging for a grocery shopping service to take orders and make a single delivery at the office are all small ways you can help reduce non-work related stress. The less they have to worry about all the things they have to get done after work the more they will focus on the tasks at hand while they're still at work.
• Make learning accessible. The practice of reimbursing employees for going back to school while working for you has been around for a while but usually relegated to larger companies. More recently small businesses have been taking their own approach to providing educational opportunities to their workers by hiring consultants to teach their workforce about the strategy and lager business theories that drive businesses. These courses go beyond specific job training and reenforcing company policies to encompass more general business theories. Providing the opportunity for employees to learn more about their industry or business in general -trends, strategies and best practices - can improve their ability to work within your company and to understand the larger context within which that company operates. If you can't afford to hire an outside firm to provide courses (webinars, lunch and learns and face to face training are all common approaches) consider giving each employee some money to purchase business books or building an in office library.
• Put yourself in their shoes. PortionPac, a cleaning chemical manufacturer in Chicago, sets aside one day every year to play a little musical chairs with the employees. The administrative workers go into the production center and spend the day in the shoes of the employees who actually produce their cleaning products. Shifting everyone's perspective of the company's workflow provides the opportunity to reconsider their methods. Doing someone else's work always changes the way you do your own, making this practice part of your company policy can help everyone get a better sense of their place in full workflow.

If your company is already using some innovative employee policies let us know. We're always interested in how businesses are evolving.

Your “followers” all expect something of you, whether it is as simple as a few regular entertaining posts or full conversational interaction, they’ve all chosen to follow you for some reason. To effectively turn the numbers into business opportunities you need to give them what they are looking for. At first this can be easy, just ask. Then, listen; really listen because what they those initial followers tell you will help you build a scalable social media strategy. If they want to get a glimpse of your prowess or insight then give them informative posts. If they want updates on new products then use status messages to keep them up to date. Build your social media strategy – like your customer service strategy – according to what your customer expects.

As the numbers grow it will be a lot harder to give each follower individual attention. Most likely, though, the expectations of your “fans” will begin to fall into categories that, if you’ve really listened, will be addressed by your social media strategy. A scaleable social media strategy, however, is only possible when you stop simply counting your followers and start engaging them.