Twelve years ago when I was first in business it was unclear whether blogs would even make a dent in news and communication. Back then, if you wanted to promote your business, product, or book you had to market to radio, TV, and print publications, otherwise your message would die quietly and all your efforts to launch your business would go with it. Cycle forward to 2011. We live online and social media has almost replaced the nightly news.
And while it's great that we have these channels, there is always a downside to this new, tethered, social media world. We have a lot of news. A lot of it. And not all of it is news, either. Some is just wasteful white noise and much of it, we ignore. Now, the challenge is no longer can you get someone's attention, but can you keep it? And can you keep their attention long enough to get them interested in your message, business, brand, or product to turn contacts into evangelists? One thing I've learned: It's not a challenge everyone is up for and that's OK. If it's not your thing to wrestle your way to the top of the Twitter posts or Facebook mentions, that's fine. But if you want to get noticed and sell product, you'll have to ramp up your game. Here's how to do it:
- Be good or be gone: For lack of a better term, there's a lot of junk online. A lot of people ramble on about things that only they care about. We currently run a program that gets a lot of "Likes" to a client's Facebook Page. We're such a numbers driven society that people love this program. Here's the kicker though: You can get Facebook "Likes" but that doesn't mean they will keep liking you. You have to post good, interesting, unique and compelling content. There is so much information out there, you must be good, or be gone. You won't even have to leave the virtual party because if you keep posting self-absorbing, look at me posts, no one will listen anyway.
You might wonder how all of this can help you get more exposure for your business, get more people to talk about your product, service, or brand and sell more of what you are offering. Here's how: it's not enough to get mentioned in the news. While it's great, that alone won't sell your stuff. You have to get in front of enough people in a very interesting and unique way. You have to get them to fall in love with your message so much that they'll talk about you, Tweet about you, and tell all their friends to go buy whatever it is that you're selling. The new PR is really about the consumers and the message. How will you get your community so enamored with your message that you turn contacts into evangelists? That's the new PR.