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How 1BandID Founder is Using Social Media to Build Virtual Shelf Space

by Daria Steigman on December 19, 2011

1BandID is Branding, 1 Customer at a TimeWhat do you do when the big boys own all the shelf space?

One approach is to build a virtual shelf, one person at a time. That’s what Joe Vukson is doing.

I met Vukson via Twitter earlier this year after I saw a press release about a new runner ID product. I tweeted to a friend that I didn’t understand how the product was any different from what was already on the market. Vukson chimed in, asking me what I meant. So we started tweeting back and forth as I tried to explain that I didn’t see any competitive differentiation. (I was wrong, but more on that in a minute.)

It wasn’t until the conversation had run its course that I learned that 1BandID is his product.

The Virtual Shelf Works

1BandID has a competitive differentiator: Vukson himself. In addition to engaging with people one-on-one, the budding entrepreneur moderates an on-point bimonthly Twitter chat (#trichat) and manages an active Facebook page. And he’s a runner and triathlete, so he’s walking the walk as he builds his community.

The big boys may own the storefront space, but who would you rather buy from?  I’m sending people to 1BandID–because I know Joe.

Disclosure: Vukson sent me the red 1BandID pictured above. The best part: my running motto, “Forward Motion,” etched in there with all the contact info. But I hope you know that free swag does not influence what I choose to write.

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Why I Quit Klout

by Daria Steigman on November 21, 2011

Klout, Social Media, Influence, Independent ThinkingI no longer have Klout.

I’m not sure what pushed me over the edge. Maybe it was the endless notifications urging me to urge my friends to sign up. Or the incessant efforts to get me to link to my Facebook account. Or the fact that it was so easy to game–and I don’t even like gaming.

Maybe it was the day Klout told me I’d lost my influence over @MagicPeaceLove (aka, my brother).

Guess what Klout? I can quit you.

Here’s the thing about influence: You can’t measure it with an algorithm. Computers can filter data, but you still need humans to provide the context.

Chuck Hemann led a terrific #socialmedia discussion on this topic recently. The transcript is here, and there’s some good food for thought in the tweet steam.

Do you have Klout? Why or why not?

Photo by Meg Wills (Flickr).

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Why Google+ Circles Matter

by Daria Steigman on July 21, 2011

Google Plus, circles, LinkedIn, Facebook, social media, Independent Thinking, Steigman CommunicationsIf you’re read anything about Google+, the company’s latest foray into the social realm, then you’ve probably heard about Circles. Here’s my early take, which I shared via a LinkedIn answer on the topic the other day:

From my initial view of Google+, Circles are what Facebook needs but doesn’t have: a way to share based on real life versus the digital world.

You can create as many circles as you want–and share information across Google+ in multiple ways (public, or with one or more circles). As a result, this is the first platform that starts out with the premise that all people aren’t equal. So, for example, you might want to share an article that’s about politics with your family, a not-suitable-for-work cartoon with friends, and a great article about finance with your colleagues. I have, for example, set up a couple of broad categories around business/small business and communications/marketing. I can see people setting up circles around friends, colleagues, intramural sports teammates, book club members, etc., over time.

As someone who thinks that the private realm doesn’t belong online, I’m unlikely to share ANYTHING that I’m not comfortable with everyone seeing. But I think Google has been thinking about how people share. If they have any ambition of being “the next Facebook” (note: I’m not sure Facebook is going anywhere soon), being able to easily create “share” categories is a good first step.

Personally, I think Circles is just one of the interesting elements of what Google is doing with Google+.

Have you set up Circles yet? What do you think?

I actually have 6 business reasons I think you should watch Google+.

Sign up for my latest newsletter (sign up form in sidebar–or click through here if you’re reading this in RSS) to read my 6 reasons to watch Google+. As a bonus, I have five beta invitations to Google+ to give away to the first five people who sign up for the newsletter and then e-mail me your Gmail address and tell me why you want to test out Google+. (You have to have a Gmail account to use Google+.)

Photo by J Ronald Lee (Flickr). 

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Social Media Isn’t the Problem

by Daria Steigman on July 5, 2011

Social Media, NLRB, Social Media Marketing Day, DMAW, Independent Thinking, Steigman CommunicationsWould you fire an employee who badmouthed your business?

I had the pleasure of presenting at the Direct Marketing Association of Washington’s Social Media Marketing Day. Our panel was charged with talking about best practices. Did you know, for example, that Facebook now allows page administrators to mute unwanted comments? This has the wonderful effect of letting a person continue to see his comment in the stream–but no one else visiting that page can see it. (Hat tip to my fellow panelist, Heather Shelby, for that one.)

One audience question really stood out. Someone pointed to a recent National Labor Relations Board decision (which has to do with an employee who was fired after she posted negative comments about her company on her Facebook page) and said organizations have to be careful about disciplining their employees for their social media activities.

My response: Well, maybe. The facts and decision in this case have always seemed pretty narrowly defined. And it wasn’t about free speech, but rather labor law.

Plus, smart companies have social media policies that address what employees can and cannot do online.

But there’s a bigger issue. Maybe firing someone for whining about their job isn’t always the best move. But if an employee is seriously badmouthing your business, chances are they are a bad employee. I’m sure you can find cause to fire them for performance reasons–unrelated to what they’re saying about you in their spare time.

Besides, they were talking about you before. You just weren’t listening.

Photo by Tonamel (Flickr).

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Everywhere Is Not a Strategy

by Daria Steigman on May 6, 2011

Everywhere is Not a Strategy, Business, Social Media, Independent Thinking, Steigman CommunicationsI once heard a guy with a software product he was trying to sell tell a gathering of entrepreneurs that his audience was “anyone who has a computer.” Huh?

Everyone is not a strategy. It’s a bad business idea in desperate need of a plan.

Everywhere isn’t a strategy either. Ask a successful global company, and their everywhere is segmented, targeted, planned out–and not really everywhere. Ask savvy small business owners, and they can define their audience, their market, their strategy.

Last week’s #profschat conversation was around Facebook pages and marketing. I noted that my small business doesn’t have a Facebook page:

I can set one up, but need a raison d’etre for doing so first. (Waiting for the right reason.)

Jason Gertzen then replied:

Good point. Meet customers/audience where they are. No need to be on Facebook just to say you have a page.

And added:

Wish more would take your smart approach. First, plan your strategy. Then, pursue your social outreach where it makes sense.

Is your business everywhere, or just everywhere you need to be today?

Photo by Hillary Boles (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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