The Rocky Horror Twitter Show

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					 The Rocky Horror
   Twitter Show
   Online (and Off-key) Observations
       of a Social Media Maven




KATHRYN LIVELY
   Also by Kathryn Lively


Pithed: an Andy Farmer Mystery

        Little Flowers




          Virginia Beach
The Rocky Horror Twitter Show copyright 2010 by Kathryn Lively

All rights reserved under the International and Pan-American
Copyright Conventions. No part of this book may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording, or by any information storage and
retrieval system, without permission in writing from the publisher.

This is a work of fiction. Names, places, characters and incidents are
either the product of the author's imagination or are used fictitiously,
and any resemblance to any actual persons, living or dead,
organizations, events or locales is entirely coincidental.




                            PO Box 55071
                     Virginia Beach, VA 23471
                   Cover art © 2008 Kathryn Lively


                    First DLP Edition—May, 2010



                       10 9 8 7 6 5 4 3 2 1

Warning: the unauthorized reproduction or distribution of this
copyrighted work is illegal. Criminal copyright infringement, including
infringement without monetary gain, is investigated by the FBI and is
punishable by up to 5 years in prison and a fine of $250,000.
For all the Tweeters.
                   Table of Contents

Introduction......................................................................... 8
Writing for Your Website When You’ve Run Out of Things
to Write.............................................................................. 10
Article Marketing for Improving Sales ............................. 12
Making Your Blog Work for Your Business...................... 15
Archive Older Blog Posts for Effective Article Marketing 17
Blogger’s New Pages Feature: Turning Your Blog Into a
Mini-Site............................................................................ 19
Top Blog Enhancements for Maximizing Your Presence . 21
Document Sharing Boosts Social Presence ...................... 23
It Only Takes One: Creating the Social Spark.................. 26
Growing Your Social Media Network............................... 28
Avoiding a Social Breakdown—Keeping Your Cool When
the Tweeting Turns Sour ................................................... 32
How Social Media Can Ruin (or Save) Your Life............. 34
Social Media and the Image You Convey, or Would You
Buy a Used Car from a Guy With a Goofy Profile Picture?
........................................................................................... 38
Optimizing SMS for Your Social Media—Always Stay
Connected ......................................................................... 40
Brand Yourself on Every Social Network (Even if You
Don’t Want To) ................................................................. 42
Social Media Use for Business: Focus or Cover the
Spread? ............................................................................. 44
Neglected Social Media Profiles—Should You Cut the
Dead Wood?...................................................................... 46
Claim Your Name, Even If You Never Plan to Use It ....... 48
Social Media Backlash Shouldn’t Prevent You From
Profile Upkeep .................................................................. 50
Social Media for Authors: Connect With Your Readers... 52
Choosing and Changing Social Media Handles: What is
Best for Your Visibility?.................................................... 54
Variety in Social Media Marketing Keeps Followers
Interested........................................................................... 56
Social Media and Spontaneity: Stimulating Sales on the Fly
........................................................................................... 58
Information vs. Community: Determining the Direction of
Your Social Media Presence............................................. 60
Engaging Readers to Participate in Blogs and Social
Media ................................................................................ 63
In Social Media, Who Owns the Name? ........................... 65
Is Your Social Media Agency Working For You?............. 67
Breaking the Wall: Taking Social Engagement to New
Levels ................................................................................ 69
Four Niche Networks You Aren’t Using for Promotion, but
Should ............................................................................... 71
Socializing on Networks Unrelated to Your Business: Good
Practice or Waste of Time?............................................... 74
Three Steps to Effective Follow-Through in Social
Marketing.......................................................................... 76
Be the Online Answer Man, and Retain Authority in Your
Field of Expertise.............................................................. 78
The Social Media “Buddy System” for Improving Site
Visibility ............................................................................ 80
Social Media Promotion: Are You a “Meformer” Or
“Informer”........................................................................ 82
Integrating Social Media Into E-Mail Marketing............. 84
Use Social Networks to Build Winter and Holiday Traffic86
How to Create an Informative and Attractive Facebook
Fan Page, Part I—For Beginners..................................... 88
How to Create an Informative and Attractive Facebook
Fan Page, Part II—Custom Tabs...................................... 91
Turning the Other Cheek on Facebook—Dealing with
Negative Feedback............................................................ 93
The Impact of Viral Facebooking: What We Can Learn
From Bra Colors............................................................... 96
Facebook for the Fun of It? The Advantage of the Random
Fan Page........................................................................... 98
The Facebook Backlash and Your Social Campaigns:
Should You Be Worried?................................................. 100
Marketing Your Brand in 140 Characters or Less ......... 102
Twitter: Whom to Follow, How Many to Follow, Why
Follow? ........................................................................... 104
Lessons Learned from Twitter ........................................ 106
Hashing Your Way Through Twitter............................... 108
Three Ways to Lose Twitter Followers ........................... 110
Approaching Twitter Users: Dancing the Fine Line
Between Promotion and Spam ........................................ 112
Should You Monetize Your Twitter Account? ................. 115
The Rocky Horror Twitter Show—the Power of Social
Media .............................................................................. 117
Twitter Lists—How to Make Them Work for You........... 119
When Twitter Fails: Dodging the Whales and Keeping Your
Sanity............................................................................... 120
Appendix ......................................................................... 122
About the Author ............................................................. 124
                   Introduction

      In 1998, a major US communications giant hired me as a
Search Engine Optimization manager, back in a time nobody
could say for certain what an SEO person did. In this medieval
era of the Internet many of believed the key to staying at the
forefront of relevant search (and I started this job before Google
ruled the world) was to mass submit website URLs to directories
and engines weekly, over and over again as if to remind the
spiders and bots crawling through cyberspace that we still
existed. I can recall days concerned site managers would call to
bemoan how their sites didn’t show in the first three pages of
results on various terms. I often came home at night wondering
how long I could pose as an SEO “expert” before the higher-ups
realized my incompetence.
      Years later, in a time where potential SEO clients are more
concerned about the number of people following their Twitter
accounts than page rank positions in search, I’ve come to accept
that my lack of faith in early days was likely unfounded. In that
job, my first true “executive” position, I learned much about
technology and growth—in particular, it happens so quickly this
book you’re reading now is probably obsolete. It shouldn’t
prevent you from buying it, however, since the majority of the
information here is fairly general. I believe you’ll be able to
apply the principles of social media promotion I outline here to
any new usurpers of Twitter and Facebook to come. If you think
these two networks will never go away…it’s possible. Now think
about the Beta video player. Do you still have one?
      The Rocky Horror Twitter Show is a collection of essays
and articles I’ve written on social networking and SEO writing.
It is not so much a how-to manual for structuring your profiles,
but a guide to better living through social media. This book is for
anybody who uses the Internet to promote products, services,
            THE ROCKY HORROR TWITTER SHOW


beliefs, organizations, or anything. If you blog romance novel
reviews, this book is for you. If you want to attract more local
business to your HVAC repair company, this book is for you. If
you just registered on Twitter and have no idea what the hell
you’re doing, thumb through this book. There is something for
everybody who wants to gain more savvy in online socialization.
     That said, I was only partially kidding about the potential
obsolete nature of this work. Technology indeed moves quickly,
but when it comes to marketing the age-old principles of word of
mouth and strong content are always the standard. How they are
presented—either through a Facebook status message or a
YouTube testimonial—will vary as time passes. It is my hope
what you learn in these pages will help you move with the
technology you need to succeed.


                                                           Best,

                                                Kathryn Lively




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                       KATHRYN LIVELY




Writing for Your Website When You’ve
      Run Out of Things to Write

     As a writer, you may fear the inevitable wall, that moment
when you feel you have exhausted your idea repository and
aren’t sure what to write for your website or blog. You know it’s
important to keep your online presence relevant and fresh in
order to maintain high readership—with certain fields, there is
always something new to explore. If your business is slow to
offer innovations and new events, however, it’s possible to spend
more time staring at the monitor screen than filling it.
     Whether writing non-fiction or a story, everything begins
with an idea, a question that needs to be answered, or a “what if”
scenario burning to be played out. If ever you find it a challenge
to crank out a minimum of three hundred words designed to
promote your products and services you may wish to employ a
few writing exercises designed to stimulate your brain and turn
one uncertain sentence into a flowing narrative rich in key
phrases to help readers find you via search. Here are a few I
recommend, which have worked in different situations and may
be applied to any topic:
     Top Five: This is a good topic especially for retailers or
those in the mechanical or technical trade. Ultimately, no matter
what you do for a living, you will be asked about the top
products or devices in your field. Contractors swear by specific
brands of windows and plumbing, and boutique owners may
recommend certain designers for formal events. Think about a
topic related to your business where at least five brands compete
for your and your clientele’s attention, then compare and
contrast.
     How To: The simple how-to article works to establish you
as an authority in your field. If you sell goods, draft step by step
instructions on how to use them, and if you offer services—labor


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or clerical—you can offer tips on handling certain issues without
necessarily giving away the store.
      I Remember…: Do certain products or services you offer
tie in to a specific memory? Does what you do know require
more advanced work and equipment than in years past? Take
readers on a trip down memory lane and provide a history for
your company in the process.
      Anti-Top Five: For every top five products and paradigms,
there is advice on what not to buy and how not to do things.
Offers readers the consequences of the wrong decisions and
products for the work you provide, and you may find this
strengthens your authority.
      Worst Case Scenario: If troubleshooting constitutes a good
part of your business, nip those frequent calls for assistance with
a series of articles designed to help readers face different
challenges.
      Once you’ve exhausted these ideas, keep brainstorming.
Check the daily news wires and set up keyword alerts for your e-
mail to lead you to related blogs and sites. Sometimes it takes
only word to spark an idea, be sure you search well for it.




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                       KATHRYN LIVELY




 Article Marketing for Improving Sales

      If there is one thing a customer loves, aside from a
wonderful product at an affordable price, it is somebody who is
an expert on that product. Especially where online shopping is
concerned, it is necessary for people not only to be crack
salespeople, but also to be a virtual encyclopedia on the
inventory for sale. Whether you are selling books, music,
apparel, toys, or anything at all, you have to be quick with the
answers when questions come.
      Yes, they do come, and often! The major factor that
separates online shopping from going to the mall is instant
accessibility. At a brick and mortar store, a customer can closely
inspect a product, read labels, or, if it is a book, sample a few
pages before buying. While it is true a customer may call upon
the assistance of a sales clerk to verify a few things, the
likelihood of somebody making a physical purchase can be
higher than that of an online purchase because everything a
person needs to know is right there.
      When you sell your product online, you basically sell
yourself, and the way to attract customers and keep them on your
site through the entire purchasing process is to provide the
content they need and want to finish the sale.
      Nobody knows your book, your CD, your product like you
do. It stands to reason, too, that your expertise extends to various
topics related to what you market. Article marketing can not only
inform your customers of the finer points of your inventory, but
aid to bring them to your site.
      Simply put, article marketing is the act of writing articles on
topics related to your product and posting them on your website
or blog, as well as third-party content sites for the promotional
purposes. Look around the Internet and you may find websites
that solely exist to distribute content to websites. “Expert”
authors compose short articles ranging from two hundred to a


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thousand words on a multitude of topics: health, religions, sports,
travel, marketing, and reviews. Marked with their own business
or personal URL, these articles are made available to site owners
looking for timely material. One provision for using such articles
is the mention of the author’s URL, so article distribution may
allow for good link building if enough reputable websites use the
content.
      Having written the content for your website, coming up
with supplemental information for articles should prove to be
simple. However, if you feel you need inspiration to get the
words down, look no further than the items on your website.
Each is certain to tell a specific story, or offer some kind of
information a customer will want to know. Consider what you
sell, and what other people would like to know about it, how to
use it, or how it works.
      Books: If you are an author of non-fiction, write articles
about the topic at hand, and expand upon certain points in your
books. If you write fiction, perhaps you could write more about
the settings used in your novel, or motivational articles that
explain how you wrote the book. Write reviews of similar books,
or about movies and items related to your work.
      Music: If you are a musician selling your CDs, try some
factual articles about the styles of music you enjoy, reviews of
similar artists, or tutorials on playing instruments. As a
professional musician, you can advise visitors what to look when
buying a guitar or piano, how to choose a recording studio, or
how to record music for Internet use.
      Products: Whether you sell jewelry or toys, health products
or sports equipment, there is certain to be a story behind every
item. Write about subject affected by or that affect what you sell.
Offer recipes for the food items you market, or the history
behind the antiques in your inventory. When you look at your
store from every angle, there are words to be found and shared.
      When you sign up to distribute your articles, make sure
each piece you write is accompanied by a thoughtful
advertisement for your goods or services. Include your URL in
every biography, and mind the terms of service on every third
party database you join. Some will not allow you to put URLs in
the actual article, but in the bio you have the opportunity of



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                       KATHRYN LIVELY


increasing visibility for your site. The more articles you write for
some databases, the sooner you will be elevated in status, and
acceptance for articles enjoys a faster turnaround time.
     When customers come to your site looking for information,
let the articles you write be their guide. Distribute them
elsewhere, that new customers may come to you already
informed and ready to buy.




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     Making Your Blog Work for Your
               Business

      Too often these days, we see advertisements on the Internet
calling for bloggers to make “fast, easy money” through simply
writing content. You post articles, maybe add an optimized link
here and there, put up a banner on the sidebar and expect the
cash to come rolling in the next day. Suffice to say, it doesn’t
always happen, and while there may exist people who do bring
in a modest income through regular blogging, one thing to
consider when owning a blog is that in order for it to work well
for you, it takes more than monetizing it. A blog needs to be
visited and read by many, many people before you begin to see
results.
      If your primary function for the Internet is promote your
business, it is imperative to have a web blog connected to your
site. Whether you host the blog software on your domain or use a
third-party host like Wordpress or Blogger, regular use of the
blog to optimize keywords for your main site can be of some
help in boosting your search rankings.
      What should you write? Regardless of the purpose of your
website or business, the blog should have a down-to-earth,
friendly appeal. Though it is to be utilized for promotion,
perhaps alerts on sales and new services, it shouldn’t be
constantly used as a means to hard sell visitors every time they
come to read, lest they be turned off altogether. Keep a good mix
of blog posts active; talk about what you do and what you offer,
but take the time to hold an online conversation with visitors.
Post about local happenings, use pictures or embedded links to
related videos, and try to stimulate feedback from visitors.
      Combining these efforts with social media networking can
improve traffic to your blog as well. Open accounts with
Facebook and Twitter, for two, and use them to refer people to


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                     KATHRYN LIVELY


new articles on your blog. Sign up for social bookmarking sites
like Delicious and Digg, and save the URLs of specific articles
and posts you feel have a wider appeal. The more “word of
mouth” enthusiasm you can generate, the better for your stats,
and business. You just may find that blogging can bring you a
decent income as it leads people to your main site.




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 Archive Older Blog Posts for Effective
          Article Marketing

      Before micro-blog fanaticism and social network profiles
clogged with time-sucking game applications, the simple weblog
served as the most popular tool for online marketing. Granted,
blog use hasn’t exactly declined since the dawn of Twitter and
Facebook; indeed, as blogs feed into these media outlets and
systematically replace newspapers and magazines and prime
news sources, they remain an important element in any
marketing strategy. Yet, as you populate your blog for the
purpose of winning points in search results, you might wonder if
you can do more with the material you provide readers. Through
article marketing, you can broaden your audience and increase
awareness of your brand.
      Take a look at your blog: what do you see? While you likely
have used the forum to share information on your products and
services, what can find written there that would translate well
into a non-partisan article? With article banks like
Ezinearticles.com and similar services, one can take posts of two
hundred and fifty words or more and reword them so they no
longer read like advertising text and instead relay advice on the
best specific products in your industry, or tips on how to do
specific tasks. When you register for an article database account
you have the ability to offer websites in need of content, and in
turn you can promote your websites and points of sale. All that’s
needed to start is the content.
      When using older blog spots to populate your article count,
excise any self-promotional text from the pertinent, timely data,
and add more if necessary. As an article marketer, you can post
product reviews or surveys on the best places to find said
products, instructional pieces and even opinion provided you are
not outwardly promoting yourself in the piece. Depending on the


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                       KATHRYN LIVELY


bank site you join, you may be required to undergo a trial
membership before you are allowed to submit work freely.
      How will submitting archived blogs as articles help your
online marketing? As other sites pick up on the data and post it
to their sites, your visibility increases. Blog marketers who
utilize the platform to power affiliate sites need fresh content to
keep their sites visible in search, and through terms of service
with article banks content publishers are obliged to link to their
sources—this means you. As more sites link back to yours, it
increases the probability of link popularity, an important factor
in helping search engines to determine your site’s worth.
      Don’t let old blog posts flounder in the archives. With a bit
of polish, you can turn a classic piece into new content for
another site that in turn promotes yours.




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            THE ROCKY HORROR TWITTER SHOW




Blogger’s New Pages Feature: Turning
      Your Blog Into a Mini-Site

      As far as blogging platforms go, Blogger has always
presented itself as user-friendly and quite adaptable…to an
extent. If one had to compare Blogger to other instant publishing
platforms available, one might have considered them a good
start-up or practice publisher for the novice, with the hopes one
might graduate to the likes of Wordpress, etc. Indeed, for the
longest time it seemed Blogger’s devotion to simplicity—a
broadsheet style layout of posts, drag and drop options on the
sidebar—might remain for those uninterested in bells and
whistles. Recently, though, Blogger has finally introduced page
publishing functionality, moving one step closer to equality in
the blogging world.
      Among the professional bloggers I know, many tend to lean
toward Wordpress for the options offered in the back end. One
can create a Wordpress site to resemble a high-tech, Flashy and
widget-built wonder, and the even the prospect of learning
enough PHP to get by with minimal customization didn’t seem
to scare them away. Others, however, have liked Blogger for it
simple dashboard, which allows a user to access all accounts
from one port—even if the blogs aren’t hosted at Blogspot.
Template design, while not as sophisticated as other platforms,
does permit for customization if you have the knack for it, and
now with the Pages function increases the ability to turn a
Blogger blog into a full website.
      Now when one logs into his/her Blogger account, each blog
dashboard features a new selection under the Posting tab. Up to
ten pages may be created, and use the same text box as the New
Post selection. Once a page is created, you have the choice of
creating a widget for your sidebar or having the page links
appear horizontally below your header. Or, if you prefer to use


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                       KATHRYN LIVELY


an alternate method for linking to the pages, you can click the
manual option. As you create and make pages live, advanced
options include hiding certain pages from a menu, arranging
their link order, and creating tabs. Blogger offers a detailed
tutorial on pages at their website.
     Depending on how your Blogger blog is accessible—
perhaps as a tab on your main site directing visitors to updated
news—you might wonder if pages are useful at all. If you have
used the Blogger CMS as your main website—perhaps hosted on
a third party server and connected to a unique URL, you’ll
definitely find this addition handy for showcasing specific
products, services, or other vital information on a static page. If
your blog is only part of your online marketing strategy, you
may find pages can prove beneficial in highlighting the more
important aspects of your business. With specific code from a
photo sharing site like Flickr or Picasa, you can create a photo
album on your blog, or else adapt code from Paypal or Google
Checkout to create a shopping cart. Whatever ideas you’ve had
for pages on a traditional website can now be transferred to
Blogger and implemented within your template.
     That search engines favor weblogs in terms of relevant
results makes the idea of Blogger pages all the more exciting for
the novice/intermediate blogger or the site owner looking for
methods of supplementing web presence. If you use Blogger for
your promotion, take advantage of the Pages function to build
your brand.




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          Top Blog Enhancements for
          Maximizing Your Presence

      It’s not enough anymore to simply pen an amazing blog
post, then kick back and wait for the traffic to roll in. With social
media at the forefront of general consciousness, the mindset now
is that people don’t search for news…it finds you. While you
might think it a daunting task not only to create your brand’s
news and updates but to actively seek out willing readers, know
you don’t necessarily have to do all the work. If you write
compelling copy, those who follow you will spread your gospel.
It is up to you, however, to make that task easier.
      Visit any blog you enjoy frequenting, particularly the heavy
hitters, and what do you see? The sidebar may be stuffed with
feed widgets and social media badges meant to entice new fans
and followers, but above all else you should notice the body of
each post. Let’s presume for a moment the casual Internet user
isn’t geeked up with browser share buttons and tool bars…how
do you think they intend to share an article with friends?
      The idea of having to cut and paste long URLs strings can
be a turn-off, though it’s a simple thing to do. Pasted URLs may
break in transit via Twitter or e-mail. Click-throughs to dead
links inspire frustration, and ultimately a reluctance to share
more. A few quick fixes to your blog, however, provide a
streamlined sharing experience that can expose your brand to a
new audience.
      Buttons and Buzzing: We should all know by heart now
which 32×32 pixel chicklet goes with which social network.
Programs like AddThis, Sociable, and Add to Any allow you to
implement widgets that encourage readers to retweet posts, share
links on Digg and Facebook and promote via other networks.
With the advent of Google Buzz, you won’t see that option on




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                        KATHRYN LIVELY


these free for all sets just yet, but if you are into Buzzing, pick up
the additional Google Buzz Button for Wordpress.
     Monetize and Advertise: Depending on the purpose of
your blog, you may be interested in having it work for you to the
point that you are compensated for your efforts. Blogger and
Wordpress, for two, offer widgets that allow you to integrate
Google AdSense, between posts or on the sidebar. Authors listed
with Amazon.com have the added bonus on Blogger of setting
up Amazon Associates ads for their products—even if you have
nothing to sell on the mega-retail site, Blogger users can take
advantage of the feature to promote items similar to the blog
topic and receive commissions on click-through purchases.
     Global Commenting: While it’s true blog platforms
featuring their own commenting systems, you might wonder if
there is a more enhanced method that allows readers to share
their comments through social media. When you sign on to
DISQUS, an advanced commenting system that integrates easily
into most blog platforms, you allow readers not only to remark
on your updates but share their opinions via Twitter and
Facebook automatically. In turn, this could provide added
exposure to your site and perhaps more traffic.
     Blogging is terrific marketing. Blogging to an attentive
audience is even better. With a few simple enhancements to your
blog you can increase readership and foster a following willing
to share what you have to say.




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            THE ROCKY HORROR TWITTER SHOW




     Document Sharing Boosts Social
               Presence

     As publishing moves forward into the social realm, with
Facebook and Twitter users sharing viral data 24/7, those
interested in attracting attention should acknowledge their
options with regards to document sharing. Whether your aim is
to publish white papers relevant to your business, or to sell a
cookbook of family recipes, or even to share you non-profit’s
newsletters, your involvement in social media and social sharing
can help boost visibility of your cause, and in turn increase
business and/or donations.
     Let’s take a look at some of the more popular document
sharing sites and how their functionality can work for you.
     Smashwords.com—In just a few years of existence,
Smashwords has become a force in electronic publishing.
Partnered with major retailers Barnes and Noble and
Fictionwise.com, and with close to half a billion words
published, this site offers writers an appealing opportunity to
expose their work to readers. Account holders (registration is
free) may offer works for free or for a fee, with Smashwords
taking a small percentage of the cut—authors receive 85% of net
sales, a bounty compared to what traditional publishers take.
Membership in their Premium program is contingent on
following their publication guidelines.
     Scribd.com—Launched in 2007, Scribd boasts over 10
million published documents from novice users, seasoned
authors, and large corporations like O’Reilly Media and the Ford
Motor Company. An account at Scribd gives you the option of
uploading a document (PDF, MS Word Doc, and Power Point
presentations) for free distribution or to sell. Once uploaded,
Scribd’s tools allow you to embed documents into websites




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                      KATHRYN LIVELY


(branded readers are also available) or share via social media.
There is no charge to use the service, for gratis or paid uploads.
     Wattpad.com—Wattpad bills itself as the most popular
eBook community, focusing on fiction and poetry although it
does make room for academic works. With your free account,
you can upload text files and ePub format. There is no paid
model available at this time, though Wattpad offers the
opportunity through a partnership with print on demand purveyor
Lulu.com. Wattpad also offers a mobile version of their site,
with an iPhone app.
     Docstoc.com—Also founded in 2007, DocStoc allows users
to distribute free and paid content, and in addition will let you
integrate your Google Adsense information in your account. The
more you upload to DocStoc, the better the opportunity for
earning commission via your Adsense. DocStoc is geared mainly
toward professional documents and non-fiction, novels and
templates and PowerPoints are also found here. For companies,
DocStoc provides a publisher partner program to increase your
brand visibility, and permits embedding of works on other sites.
     Issuu.com—This digital publisher claims 6 million visitors
a month with five hundred million uniques. The principle is the
same as with the previous sites, and Issuu lists the likes of
Penguin Group, Google, and Random House among its content
providers. There are two tiers for membership: a free account for
the purpose of sharing gratis documents, and a Pro plan of
$19/month which allows accounts to sell books and other files.
An Android app is available, with an iPhone/iTouch one
pending, and companies interested in branding and
customization can take advantage of Issuu’s developers’ tools.
     A few things to remember if you decide to pursue social
sharing via document sites as these: 1) It’s important to make
sure your works are edited and polished before publication, as
the files you present stand for your company and/or business;
and 2) Only distribute works for which you hold the
rights/copyrights. While sites like Scribd and Wattpad and others
provide excellent opportunities for file sharing and buzz via
social networks, it’s not uncommon to see people use them for
illegal book sharing, or piracy.




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     Do you have writing to share pertinent to your business?
Whether you have one page or one hundred, you can increase
your visibility and brand through social document sites.




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                      KATHRYN LIVELY




It Only Takes One: Creating the Social
                Spark

    Consider these recent events in social media:

      1) A former Tonight Show host, in an attempt to kill time
during his forced exile from television, starts a Twitter account
which quickly amasses more than half a million followers in its
first few weeks of existence. For reasons not entirely clear, he
chooses to follow one person at random, turning a 19-year-old
Michigan woman into an instant celebrity.
      2) A fan of actress Betty White, determined to see the TV
legend host Saturday Night Live, sets up a Facebook fan page to
generate support. Several months and nearly half a million fans
later, Betty hosts the show in May.
      3) Film critic and prolific tweeter Roger Ebert points
followers to a blog article on The Feminista Files about dressing
Oscar nominee Gabourey Sidibe for the ceremony, resulting in a
significant increase of readers for author Erica Kennedy, whose
blog received a further boost with mentions on high-profile sites
Salon.com and The Frisky.
      You as a social media marketer may think: what are the
chances some celebrity is going to follow your Facebook or
Twitter, or else share your content and spark a viral spike in
unique views. It would be nice to be singled out in this manner,
thereby allowing you to take advantage of growing interest in
your blog or social profile—while in time the mass numbers may
drop off as the Warholian fifteen minutes tick away, there
remains the opportunity to maintain a higher readership than you
had before you were discovered.
      Of course, nobody will discover you, famous or otherwise,
unless you give people something to find. The one advantage to
building an archive of blog articles and commentary, Twitter


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             THE ROCKY HORROR TWITTER SHOW


data, and even Facebook status updates is that once they are set
free, they remain cached in search. It’s very possible a blog you
may consider old news will pop up on somebody’s radar,
prompting them to share via Digg, Delicious or a host of other
services. The more information is shared daily via social media,
the longer it retains relevance. You may think a topic is expired,
but it’s always new to somebody.
      How do you ignite the spark to get that one retweet or dig?
It’s a challenge to pinpoint the magic formula, but ultimately it
boils down to A) writing what people want to read, and B)
writing it often. You may find it will take many strikes of the
match to set one aflame, but if you refuse to lift the flap first and
get started, know it will never happen.




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                      KATHRYN LIVELY




  Growing Your Social Media Network

     It’s not enough to set up a fan page on Facebook or a
Twitter account and expect people to follow you in mass
numbers. Granted, if you enjoy a strong following via a company
blog or existing portfolio Web site, there’s a good chance
visitors will migrate to your social networks for updates and
interaction. You can place buttons on your main site, and post
and tweet to your heart’s content to build your following, but
what happens when you plateau and can’t quite reach a
friendship goal?
     Word of mouth is the strongest marketing tool out there,
and often one has to mouth off quite a bit before people get the
message. While recommendations may drive traffic to your fan
pages and profiles, there has to be substance and activity to
persuade them from clicking that ever-important “join” button.
     The key to increasing fans and friends lies, naturally, in
encouraging present friends to spread your gospel. Tell a friend,
and they’ll tell two—but in this age of short attentions and
instant gratification one will wonder what’s in it for them. You
have already established your social media presence as a means
of promoting your business and/or products, so now is the time
to really make it work.
     Incentive: You can set up Twitter to notify you when
people follow your account, and if you check the fan member list
of a Facebook page you’ll see the most recent fans at the top.
Hold a membership drive where newly joined fans can receive a
discount on products, maybe a freebie, or something equally
attractive. For existing fans, offer an equivalent promotion if
they write a blog to recruit fans or retweet your Twitter posts.
Use the information you receive to reward their loyalty.
     Partnership: Are there businesses or group in your area
that can benefit from mutual promotion strategies? Maybe you
are associated with a civic organization and have sponsored


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            THE ROCKY HORROR TWITTER SHOW


events in the past. Connect with others to devise a plan to cross-
promote your social media endeavors. You might find fans at
one network will join yours as well.
     Expertise: Above all else use your networks to expand
upon your experience and skills in your chosen area. People
should follow your Twitter and Facebook because it provides a
valuable resource of information in your field. This is your
chance to prove just that.
     Interact and inform—the more content you offer means a
greater opportunity for people to share your wisdom.




                               29
                      KATHRYN LIVELY




   Fast and Easy (and Cheap) Ways to
      Promote Your Social Profiles

     One question I’m asked often is how much time should one
devote to building a social profile to promote a business or
service. Is there a set number of tweets to post, how much flair
should one add to a Facebook page, how often should one blog?
Of course, the answer is going to differ for each person—what
works for one might not for another, and I’m of the belief that
get back from anything exactly what you put into it. If you feel
social media best captures your audience, (which is likely for a
restaurant or entertainment venue) concentrate on your profiles
more and interact with other users. Attracting more people to
your social networks is not difficult to do, either, nor should it
cost your entire marketing budget.
     Word of mouth will always be king in the marketing world:
you go to a restaurant because a friend loved the food there, you
buy a book from an author a relative adores. When it comes to
ramping up your Virginia Beach social media projects, the
profiles can help provide the word of mouth on your business
with a little bit of work. Here are just a few ways to promote
your networks and draw in new fans.
     Sign it—For every e-mail you send, include the URLs of
your Twitter and Facebook accounts, your YouTube channel,
and other social sites you find helpful for your business.
     Link it—Are your social networks linked from your main
website? If so, are they in a place easily seen? Don’t bury the
directions too deep that they can’t be found. Use a nice,
universal icon representing each profile and have them open in a
new window so your main site stays visible.
     Cross it—Promote your Twitter on Facebook, and vice
versa. There’s a chance some fans use both and prefer one
network over the other. This way you catch everybody.


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            THE ROCKY HORROR TWITTER SHOW


     Card it—Place your social URLs on your business cards. If
you’re on a budget, bargain sites like VistaPrint will sell you two
hundred and fifty cards for the price of shipping. You can have
special cards made up just to promote your social media.
     Use it! The best way to promote your pages is to keep them
active. If you can’t post on a regular basis, hire on a social media
expert to handle the job, or train from within. Social media
provides customers and clients with a sense of real-time
feedback—the more people are aware of your usage, the more
likely they will interact with you.




                                31
                       KATHRYN LIVELY




   Avoiding a Social Breakdown—
Keeping Your Cool When the Tweeting
             Turns Sour

      The one good thing about social media sites like Twitter and
Facebook is that they bring people closer together.
Consequently, the one bad thing about these sites is that they
bring people closer together…sometimes too close for comfort.
Micro-blogging functionality has increased the casual nature of
conversation and the way people receive news updates—it seems
people rely less upon the established media in favor of reading
bloggers and “tweets” passed along the virtual grapevine.
      Back in the day, Internet etiquette warned against typing
message in all caps as it implies shouting, and even now the lack
of vocal inflection could lead one to misinterpret the tone in
which an online message is relayed. A tweet or status update
meant to be light-hearted could be taken the wrong way and lead
to ill will, and this is especially not good if you use social media
to promote your business.
      Recent flare ups in the social media sector demonstrate the
potential of backlash. When Honda created a fan page for its
2010 Crosstour model, Facebook users unleashed a stream of
negative feedback that prompted the automaker to respond with
a polite open letter. The attraction to celebrity Twitter users,
while giving some the comfort of a virtual camaraderie with a
beloved entertainer, could also prove volatile. Followers of
actress Demi Moore learned this through a recent, heated back
and forth with gossip blogger Perez Hilton.
      While your company’s social profiles may not have the
same level of fans as a top car manufacturer or Hollywood star,
it doesn’t mean your products or services may escape online
scrutiny unscathed. As Internet users turn more toward consumer



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            THE ROCKY HORROR TWITTER SHOW


opinion for references (TripAdvisor for travel suggestions, Yelp
for restaurant reviews, and so on), the probability that somebody
may broadcast a negative review increases. What do you do
when that happens?
      First things first: don’t panic. It won’t help your image on
any social site to lash back at criticism. Once you press send
your words are out there, and even if you backtrack and try to
erase a tweet there is the chance somebody will have forwarded
it on before you can do that. It’s best to approach complaints
with a clear head. Address each blog comment, message board
post, or tweet personally and professionally, choosing your
words carefully to defend your position without looking
defensive.
      Offer restitution: In the Internet age, the customer is still
always right. If somebody feels he has not been treated fairly and
decides to let the world know, damage control is usually in
order. Depending on your business, you can offer some kind of
compensation in products or refunds—handle the situation as
you would if somebody came to your store or office.
      Above all else, listen: Put a human voice behind the social
pages, and listen to your customers/clients. The more responsive
you are online to them builds a trust that carries through to
people who find you in search.
      Words are powerful, more so when used as weapons, so it is
important to choose yours with care. Be mindful of online
critiques and keep a calm head so you can avoid the ugly side of
Internet socializing.




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                       KATHRYN LIVELY




 How Social Media Can Ruin (or Save)
             Your Life

     In our culture, it isn’t unusual for what a story or event one
might normally perceive as local interest touch the consciousness
and hearts of people nationwide. When a young child in a rural
community goes missing, the nation seems to hold its collective
breath, waiting for the end result of the search. When a young
woman is denied admission to a military academy based on her
gender, we debate the legality and morality of the case. We may
never meet these people, but in some cases we may accept that
we share a common bond and therefore feel it necessary to share
our opinions.
     Recently, a young woman in Fulton, Mississipi made
national headlines when her school’s administrators denied
permission for her to wear a tuxedo and escort her female date to
the senior prom. Feeling discriminated, the student took legal
action, which resulted
				
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Description: Social media is here to stay, and if you have products, services, or other business to promote it's important to gain the savvy to successfully negotiate Twitter, Facebook, and other networks. "The Rocky Horror Twitter Show" is a collection of observances and advice from a seasoned social media specialist who has spent the last decade assisting clients around the US boost their visibility through online marketing. While not a straightforward how-to manual for conquering the Internet, "Twitter Show" provides helpful insight into shaping your own social campaigns.
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PARTNER Kathryn Lively