Social media marketing | Liz Hover's Diary of a Web Gal

I’m in Alberta at the moment to deliver social media marketing presentations for the Alberta Magazines Publishers Association (AMPA).

I’ve been preparing for the presentations for a while now and gave the first one today.

I took a slightly different approach to the presentation than usual. Thanks to the AMPA website I was able to look at all their member magazines online.

One thing struck me – like a minus 44 windchill – social media is a waste of time if your website sucks.

Yes, I know, there are website naysayers who predict the end of blogging and websites as we know it. But I love a good website. And I think I can say with 100% certainty that the good ‘ole website is here to stay for a while.

Perhaps you’re even scratching your head saying ‘Of course social media is a waste of time if your website sucks.’ I think I’d just taken it for granted that folks knew that.

I’ve learned that they don’t.

There’s a tendency to jump on the social media bandwagon.

Everyone thinks they should be working it into their business. Like, yesterday!

What a lot of people don’t think about is getting their website ducks in a row first.

If your website isn’t kick-ass then don’t put a ton of effort into social media.

Work on getting your own house in order first. Social media marketing should flow from that.

A bad website is the worst reflection of your company or product.

Don’t bother with Twitter, Facebook, blogging et al until you have a beautiful, elegant website which you constantly update with interesting content.

Yes, this ‘social media thang’ is hard work folks!

Photo credit: Jonathan Wretlind on Flickr via a Creative Commons License

As a middle-class child growing up in England in the seventies and eighties there was a pen pal trend.

As I recall there were even organisations that would match you with an appropriate pen pal: someone with whom you shared interests. And then you wrote to each other. Some people had pen pals in Japan. Some had pen pals in the same country, like me.

You shared silly things, sent stickers and photos to each other and wrote letters on cute Hello Kitty paper. Most of my own correspondance was mundane – the latest single I’d bought for example or what the weather was like.

The thing about a pen pal was that you never actually met in person.

Of the 400 friends I have on Facebook, I’ve never met at least 130 of them.

We know each other only through the computer. We comment on one another’s status updates, we share photos, we ‘like’ things.

Twitter is even worse. I’m not going to count up who I’ve never met out of my 1,500+ followers but I’ll take a guess that it will be the majority number.

We’re living in the era of the digital pen pal – sure folks try to attach fancy names to the whole process such as ‘networking’ and even ‘social media marketing’ but what it ultimately boils down to is that same simple notion of a pen pal. The only difference is that our communication is more frequent and done electronically – oh and lots of other people get to see it.

The beauty of the pen pal was always that you shared things with each other that you might not tell your friends. Or you revealed more of yourself because it was easy to do (or you made up stuff cos you knew they’d never find out it wasn’t true).

Today people are still doing that on Facebook and Twitter.

I know I probably reveal more of myself online to my Facebook and Twitter friends. Why? Because I can. Because typing is easy and because the feedback is instant.

I realise I’ve simplified the idea here – there are plenty of online gurus ready to explain the science of it all. But it all leads me to believe that the more things change the more they stay the same.

We’re all just collecting pen pals.

For those of you who don’t know what I do for my day job, I’m the digital media manager at Canada’s National Screen Institute.

This full-time job includes managing and producing content for their website. We redeveloped the site several years ago – which is when I started this blog so I could keep a diary of the project (hence, Diary of a Webgal).

I don’t work hard for accolades. I work hard because I love my job and I work with a bunch of brilliant people at the National Screen Institute.

Which is why it was extra sweet to hear that we’ve been shortlisted for two awards for our website and our annual report.

The PR News awards recognize the top nonprofit PR campaigns of the year and set the industry benchmark for excellence across all areas of nonprofit PR.

There are lots of people that have made the NSI website what it is today. Tactica Interactive Communications built the wireframe and the final design based on initial work by Doowah Design. Tactica help maintain some of the technical stuff. I manage the content with the excellent support of many of the NSI team and bloggers who contribute their expertise.

I’m super proud that NSI’s website is shortlisted. It’s not everyday that your work is recognised in this way.

And *cliche alert* I don’t mind if we win or not – we’re up against some excellent websites. I’m just kind of in awe and that’s enough for me.

This site is built on WordPress.org. One of the wonderful things about WordPress is the enormous range themes available.

I’m obsessed with finding new and beautiful WordPress themes. I usually check at least once a day to see what’s new in the world of themes.

There are a lot of very badly designed free themes. When I find a great theme, I usually download it and check it out on one of my test sites.

For these reasons I’ve decided to write a regular theme roundup post showing the latest themes I’ve found. I can’t be the only one obsessed with this stuff so hopefully you’ll get a kick out of it too – and maybe a new theme for your blog.

There are lots of premium themes (paid) that I fall in love with but I’m going to focus on the free stuff.

Typominima

Demo | Download

Artarius

Demo | Download

Simplex Magazine

Demo | Download

Speaky

Demo | Download

UltraLight

Demo | Download

Sodiumific

Demo | Download

Bonus theme – Château

This beautiful theme isn’t entirely free but at 99 cents it’s practically free.

Demo & download

There are times when you come across something truly beautiful which must be shared.

This is one of those times.

A colleague sent this link to me and if you have ever been a client of a web designer or you, yourself, are a web designer, I guarantee this is essential reading.

I can only post an extract. After you’ve seen it, you have to visit The Oatmeal for the full comic strip. Then you must buy the poster.

Go on. Check out the The Oatmeal for the full comic strip. Your sides will split.

This post comes from fellow Winnipeg blogger Kyla Roma.

Oddly, we’ve never met in person but continue to connect online.

I adore Kyla’s blog and admire her committment to great content and connecting with her readers.

For this guest post, I asked Kyla to share some of her blogging secrets with us. Here’s what she had to say.

Starting a blog is easy enough, but after the honeymoon period of finding a look and a voice that’s just right, maintaining a blog and drawing in new readers can be a daunting task.

I’ve been blogging about my life, photography, and DIY for two years and my blog has always been a project that I love, but keeping it fresh and new while keeping it from taking over my time has been a challenge.

Liz kindly asked if I could share some of the things that have worked for me, and these are a few of my favourite strategies:

1. Put high value, unique content first

No one is an island and being in touch with your community is vital, but the only thing that will get people coming back to your blog is excellent content.

Stay on top of trends and news in your community and find a way to speak to them that demonstrates your strengths. From an ability to build a strong narrative to unique presentation, finding a strength and an angle that gives you a unique position inside your community is a great way to get noticed and have people looking forward to what you bring to the table.

2. All blogs are personal

Personal blogging has a funny reputation but with huge companies changing gears from having One Consistent Impersonal Corporate Message to having a number of distinct, trusted individual voices, all of our social media is at least a little personal.

This can be scary territory for small business owners, especially because so many seem to equate a blog with an avenue to vent about bad days, but pulling back the curtain (even just slightly) gives clients someone to connect to, and that feeling of being an “insider” can go a long way toward building an invested client base.

Even just showing a collection of your favourite things, or linking to your favourite inspiration sources gives people a sense of who you are – no dredging up family drama or venting about bad days required.

3. Choose your weapons

I get hit with inspiration at odd times, and I found out quickly that feeling like I have to blog every day is more of a stress than anything.

Now that I blog five to six times a week, I’ve started exploring more tools that let me take back my time and ramp down my stress.

Some of my favourites for WordPress are Twitter Tools, which tweets your posts when they publish, Dashboard: Scheduled Posts, so I can see my next set of scheduled posts at a glance when I log in, and Editorial Calendar for a monthly at a glance view of my posts and the ability to drag and drop them in any order I like.

My favourite offline tool is simple and probably my most useful: a notebook that I keep with me for when I have ideas for posts.

4. Jump into the conversation

If something is going on in your community that you have opinions on, speak to it. If you’re on Twitter but aren’t starting conversations, start talking to people!

No one is involved in blogging or social media because they’re looking to build walls- everyone wants to feel noticed, valued, and part of something. Simple acts of inclusion can go a very long way.

5. Try making a plan

This one isn’t right for everyone, but I love having a rough idea of what my blog content will look like in a week or two.

I find it takes a lot of (self inflicted) pressure off me, and it helps make sure everything flows nicely from one post to another. A plan could be as simple as starting a series that you post on once a month, but planning in advance can help you to pull together beautiful, insightful posts that you might not feel up to if you only blog after a long day of work.

Kyla Roma is a 20something lady living in the Canadian Prairies under the biggest sky she’s ever seen.

She’s a life-long vegetarian, blogger, black tea aficionado, photography nut, knitter, puppy mama and wife. Her beautiful blog is a collection of stories from her life and things that make her swoon.