The Grand Social Media Experiment. We learn by doing.

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ImageThe marketing mix, known as the 4P’s of product, price, placement, and promotion, is changing. A simple Google search for the 4P’s of marketing brings up 4P’s, 5P’s, 7P’s, and 4C’s. The Harvard Review suggests SAVE – solutions, access, value, and education. This approach reflects a market where services are gaining more of the market share, technology is knocking down walls, and the focus is on the customer. ImageI have also seen the 4C’s of Social Media (different than the 4C’s of Marketing) listed as content, conversations, community, connections. Or is it content, context, conversations, and connections? ImageOr content, conversations, community, and conversions?? ImageWhat the heck??? How do we decide which one to follow?

The good news is that having so many choices out there, at least one should fit your purpose. And when they are reviewed, they have the same basic principles. The 4P’s, it appears, have become a bit dated with the growth of a rising service- and online-based economy. Change is inevitable.

Advertising and press coverage are no longer the only way to get attention. People now want information-based “advertising.” They don’t want a hard sell; they want somewhere to get answers to their questions and on their timeframe. Social media allows companies to communicate directly with their consumers. It is now possible for small businesses to succeed alongside, or without the help of, large corporations. If you are unique or have something people want, you can now get noticed with minimal investment. People can self-publish, set up online stores, and create their own niche market with minimal resources. Amazon, EBay, and Etsy, among others, allow people to market their products directly to their customers.

Newspapers, radio, and television are no longer the only source for information. Up to the minute reports are often broadcast by new media and are able to quickly provide a human aspect to the story – the Arab Spring and the Boston Marathon bombings are prime examples. Bloggers are now accepted as part of the press corps and are often responsible for breaking stories overlooked by corporate, traditional media. Reaching out to and including alternative media sources is a viable option to getting your story told.

To successfully communicate with your audience, use an authentic voice; business casual and conversational. Tell your story or the stories of your clients, but remember that people don’t want spin or propaganda; they want information and facts with which to make their own, informed decisions. You also want to make yourself available in order to create the human interaction and personal responses people are looking for.

The rules of marketing matter. New media has not replaced the old rules, but requires additional rules that fit with the differences in the way information is communicated. New rules, new media, new connections.



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Social Media and Etiquette: A Local Twist

I wanted to write a useful post about social media and etiquette. After all, I believe and live the adage “common sense is anything but common.” Yet, as I read through articles and even skimmed a book about the topic, I had a hard time coming up with useful tips that didn’t seem too well, you know…DUH!  That’s when I stumbled upon another book but this one had a twist that is worth mentioning.









“The Ann E. Answers Guide to Communications Etiquette in the Digital Age” came out in December and was written by the employees of Goff Public, a St. Paul Advertising Agency. Buying the book has a “feel good” factor too because all proceeds are going to “Dress for Success, a nonprofit that helps women enter the workforce. I admit that this impressed me. I just suggested that my county library buy a copy. I want this book to be in my local library.

Yet, there’s more. The company also stays on top of social media and etiquette by answering ongoing questions on their Facebook page and through Twitter. Dealing with an issue and don’t know where to turn? It’s “Dear Abby” for the social media and digital world to the rescue! What more could you want?

Check it out here!



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Who Are You Personally & Professionally In Social Media?


Who are you personally? Who are you professionally? Who are you in social media? This question is becoming even more vital as our lives become more public through social media.

It’s an issue that’s important to me because as I transition from one career to another, I’m trying to figure out how much of who I am personally is important to my new profession. I’ve spent months agonizing over how much of my personal self to share with my professional and public self. Does it matter that I’m an avid “The Big Bang Theory” fan? Would this be the one connection that sets me apart from others? What makes me different from anyone else who could do the very same work?

What does Google and the results say about my conundrum? There’s no consensus that I can find. Some articles say to keep personal and professional separate. Others say to build a brand that combines the two. Indeed, it is an individual decision.

I did find an article worth mentioning. One about.com article went in depth about the options.

You can check it out here.


What am I going to do? For better and for worse, I am who I am. I’m going with my brand “Dawnerd”—a combination of my old college nickname “Dawner” and my adopted brand—that of a “nerd” which happens to be part of the new nickname. I plan on using different social media for separate personal and professional matters.  Facebook is personal. LinkedIn is professional. I also am fully aware that both worlds could collide at any time. It’s a risk I’m willing to take in order to be true to who I am.

What are your thoughts on this? I look forward to reading and responding to them.