Asking for Feedback

  I need to point out a component of a business that is often overlooked. Feedback. Most major companies use surveys or feedback forms as a necessary part of the business. It helps them evaluate their employees and gauge their effect on the local community. Yet, many of us forget to include this as part of our service. Is it because we might be afraid of criticism? You shouldn't be, it's business.
  Remember in grade school when teachers had this huge section for comments? Have you ever worked for a large company and received a yearly review? What is great about getting feedback is that it is not yearly, but almost immediate gauge to the quality of your business. After all, you want to be better than your competition, right?
  Think about it. The next time you send out a personalized "Thank You" card, why not include a postcard (self-addressed and stamped, of course) with a few questions about the service (scaled 1 to 5) and a blank space for comments. That gives you feedback and gives the customer some anonymity when filling it out. If there is a problem and you know who the customer is, follow up! Sending an apology or a coupon for a future service may suffice and allow you to keep your client.
  Yeah, it's work, but so is gaining a new customer! Friends talk, and they will talk about your service to a friend. Don't make it a so-so experience, give them a reason to love you!

Integrity in Social Media

  I am no different from the next person. I enjoy spending time on the internet for personal reasons. We know that there are some really awesome things on the internet and then there are sites and fan pages that are truly disgusting.
  Late last night, through a Facebook friends' post, I discovered that the students from a local college had created a completely immature and possibly hurtful fan page. This page allows people to make their feelings known, anonymously about each other. While it may look like fun, there are several issues with this kind of blatant irresponsibility.

• Ethical Issues
• By naming a person someone has a crush on may seem innocent, it can make the recipient extremely uncomfortable with the feeling that anyone they come across may have emotions for them on a certain level that they are not willing to reciprocate. 
• The College's name is in the title of the fan page, linking them to this kind of internet activity that the administration may find "unbecoming."
• It show lack of maturity and understanding of the use of social media on the internet.
• Legal Issues
• Libel and Slander: It may not seem obvious, at first, but whether or not something is meant as a compliment can be misconstrued. 
• Sexual Harassment: This is a big one that will get any company or institution in trouble. In a way, these are unwanted advances and very public. I have seen cases go to trial over smaller issues or very innocent circumstances. 

While it may seem like fun, these young adults lack the "netiquette" that comes with experience. I hope colleges are paying attention! You need to monitor this kind of activity closely!

Chasing Mediocrity.

  

 We send a number of mixed messages to our youth. We tell them to shoot for the sky but to remember their limitations. We guide them to be an individual as long as they fit in. We encourage them to take risks but not too risky or too many. If all those messages are not confusing enough, we tell them to think for themselves and then tell them what to think. Support the originality in your kids and yourselves. -Dr. Kevin

  I know, what a title! I cannot help but think about the future of our commerce when we are not teaching children to strive for excellence.
  Some of you may disagree. However, with No Child Left Behind and the dumbing down of America through corporate standardized testing, I am aware of how this will effect the future workforce. As a matter of fact, we are already beginning to see the effects.
  Mind you, there are some shining star youth who are very fortunate to escape this mediocrity loophole but the window of opportunity is narrowing. Why am I calling it a chase for mediocrity? Because this chase for mediocrity is pervading our business practices, ethics, and potential.
  We should be striving for excellence, not just test scores. Those of us who have lived in the real world understand that test scores are useless. However, all corporate America does is chase down numbers. Things like sales numbers, budget numbers, cost effectiveness numbers. Corporate culture has forgotten that there are real people behind these numbers. They have bought out full-time, loyal workers in favor of saving costs which forces them to take a severance package for the short term or drop to part-time employment. The jobs are fewer because many people have had to take at least two part time positions and still not make the money to maintain their quality of life before the layoff.
  Then you have people, like me, who refuse to play the corporate game and strike it out on their own. While I would not mind being hired as a subcontractor, I don't want to be pinned to one corporate's culture. Many of us are building small businesses like our forefathers did many moons and seasons ago. We may not have a lot of money behind us, but we are, for the most part, happy. You really cannot put a price on happiness.
  So what does this have to do with chasing mediocrity? What I fear is creating a culture of drones. People without imagination or creativity. This does not move America's commerce. What used to put us at the forefront was innovation. We are innovators. But if we are not teaching creativity or innovation, will we stay number one in the world? Bad news folks, we have already slipped. And you can see it in the education system.
  When I first began working for an office supply store giant years ago, my boss and our department was always chasing down numbers. However, we were always striving for excellence at the same time. This may have had something to do with the awesome District Manager we had who also strove for excellence. When DM's had changed hands, the game changed. Under this particular leadership, we learned that we were better off flying under the radar. Don't be the top dog and don't be the bottom dog, get in the middle of the pack because there is safety in numbers.That is when I knew I was done with that version of retail forever.
  This same mentality is robbing our school systems of truly embracing excellence. Granted, there are some superintendents that are all about excellence. However, the larger the school system, the more about numbers it becomes. Race to the Top/NCLB has become the worst kind of game ever, a game of numbers in school systems, it is the incorporation of school systems.
  The point I am trying to make is this, that you, the small business owner, need to be involved. Tutor one afternoon a month, attend school board and town council meetings, become a mentor, or sponsor events that allows you to open up the eyes of the children in your community. I have friends that are already heavily involved and invested in the local culture. They introduce kids to entrepreneurship and they plan arts events open to the public.
  The above quote says it all. Teach excellence in all things and strive for excellence in yourself!

Social Media Pet Peeves

  I have been known to be the "grammar police" on the internet. I try to do it as little as possible. But there are two things that drive me crazy from the marketing perspective that everyone should go take a look at. Right now. These two tips are game changers in the value of your business and creating a good rapport with future clients.

 1. The No Picture Profile. I see a lot of accounts on LinkedIn, Twitter, Google, and even Facebook without profile pictures. My question is, why are you setting up an account and not attending to it? Especially LinkedIn! I have seen several accounts that have not uploaded a profile pic. I will tell you what this may have clients, other business, and future employers saying about your profile!

• I'm unattractive. Uhm, no, you're not. I want to know what you look like should I decide to meet with you! It is rather difficult to keep this image in my head and look for The Shadow in the crowd. Even if you don't like photographs, at least put up an avatar!
• You don't take yourself seriously. That is bad from the get-go. No profile pic is an alert to me that you don't spend enough time on your marketing campaign. Heck, do you even have one??? 
• Lack of self-confidence. If you are showcasing yourself anywhere on the internet, be proud of who you are and what you stand for! 

2. The 80/20 Rule. I don't see enough businesses following this rule enough. So, what is it? Promote others 80% of the time, promote yourself 20% of the time. This is how you build a reputation, by reaching out to others, and promoting their best content that is valuable to your audience. If you have a business that supports healthy living through a product that you sell, why not share content on exercising? Or healthy eating habits? When you constantly barrage your followers with ads, people start hiding your news feed (bad!) or stop following altogether (even worse!). You want to build an audience that makes you relevant. Not just by likes or comments, but by shares. If people are sharing your content, it deepens your reach to people who would never see your business otherwise! 

Maybe I am beating a dead horse here. But the whole point of marketing your business is to build relationships. Think about it! 

Wild Weather Will Effect Local Economies

  As we near the end of January, all I can think of is how wild the weather has been! We know how much serious weather effects our personal lives but do we ever consider how much it hurts local business and industry? I am thinking back to the two snowstorms we have already had. Not only were schools and government centers closed but businesses were as well. While everyone likes an occasional day off, being closed or reducing hours for even 4-5 days out of the month is serious. It seems as though the only businesses that are benefiting are grocery stores and gas stations. 

It's snow wonder businesses are closing! Can we blame wacky weather?

  Take a look at your personal spending habits this past month. Where is your money going? For many of you, it is not small businesses. If it is, congrats and thanks for your support! Now look at the days of the month you spent your money and with whom. Notice a trend? It's not hard to spot. However, it helps you become self-aware of your habits. 

  When businesses have to shutter stores due to, well nowadays, even the threat of rain, that is hurtful to local economics. If it's a simple rainstorm, go visit these folks as they sit in their business wondering where everyone is. If no one is buying, then the state and community is not collecting taxes. Taxes help the community pay for projects that the residents feel are necessary. It is a small way to make an investment in the community. If you donate to local causes often, encourage others to do so. Many non-profits are not making it either. 

  If it is threatening a major wind storm, like today, I completely understand why you would stay in. But let's make an honest effort to patronize our locals as much and as often as we can! 

Why Salem needs to take a lesson from Roanoke City

 Sweet Pete's Yogurt and Tinkerings is among the many businesses that have tried to set up shop in Salem only to close within a year. Main Street, Salem, is dotted with open and vacant buildings. This is not an encouraging sight for prospective businesses. That is not to say that Roanoke City doesn't experience the same fluctuation. However, Roanoke has been working very hard to revive it's downtown area. Here is the reason why I see Roanoke City thriving over the next few years and where the collective of councilmen in charge of Salem and the community need to dig deeper.

• Businesses can see improvements downtown. That's a big one. The City is pouring their efforts into the culture and quaint vibe of the area to improve foot traffic. 
• They have a plan! This is the most important contribution to the success of a community! Find out what people want, do your research, and implement a plan to give businesses a reason to continue working in your community.
• They support people who support them. Even if they cannot monetarily support businesses, they are encouraging role models and encourage others to support them.
• They place importance on diversity and culture. Roanoke City places importance on the diversity of its' people and welcome new comers to town with open arms. I have not quite felt that same warmth from the townspeople unless they are like me, from outside Salem. That alone will keep businesses away from Salem.

  Another component that seems to be overlooked is the fact that Roanoke Doesn't Suck moved into town, in addition to an existing page called Main Street Salem. This cannot be done for free and it needs to worked on a full-time basis to make these pages successful. There are resources already in the community for City Councilmen to take advantage of and support. It is essential that the councilmen become more involved.

Social Media Typecasting

  Besides needing a plan of attack and policy for your social media marketing, you need to identify the best use of your employees to deliver your message. These key ingredients can be boiled down as tasks to the social media manager or distributed to the right people in your office environment. Take a look at the list below:

• The Blogger. This person has strong skills in communicating and might be able to get into words the message you wish to convey. This person will have a strong understanding of grammar and the English language but will not be afraid to take risks. 
• The Broadcaster. This person delivers all of your social media content across all the sites. This is the techno geek who walks around the office glued to her iPhone.
• The Connector. This is the person who has a seemingly never-ending supply of people to talk to and knows everyone. This is your social butterfly. They can gather and disseminate information to the appropriate people for best delivery of message and content. 
• The Creator. This is the person who daydreams and comes up with wacky new ways to connect with your customer. In today's market, you need to be memorable and even a bit kitschy at times. Guaranteed fun!

There are only four types listed here. What would you add to this list? I hope to modify it as more ideas come through!