If you haven’t heard about Mitch Joel’s new book yet, Six Pixels of Separation, check it out now.

When it comes to the way(s) in which your company is engaging with your audience, are YOU asking the right questions? Don’t get caught up in the tools. Make sure, first, that your message and objectives are crystal clear.

Agree?

I TALK A LOT ABOUT THE PRINCIPLE OF “PUSH VS. PULL” when it comes to social media marketing. It seems like doing so is one of the easiest ways to assist people in grasping the fundamental difference between traditional marketing and new marketing strategies.

Traditional marketing uses push tactics, such as cold calls, TV commercials, billboards, radio ads and direct mail to interrupt consumer’s attention. New marketing uses pull tactics based on behavior to engage consumers when and how they want to be engaged.

The fact is that only 18% of television ad campaigns today generate positive ROI, and 90% of the people who CAN skip television commercials DO! In addition, a recent Nielsen study shows that only 14% of people surveyed trust advertising—while a whopping 78% of people surveyed trust the recommendations of other consumers. The new marketing/communication model is a dialogue, not a monologue.

Are you listening to and engaging with your audience, in two way conversations, at a number of touch points along the online engagement continuum?

Share your thoughts with us and with others…

HOSTED BY UNITED STATES SENATOR BOB BENNETT and the Utah Rural Development Council, this annual conference addresses the unique challenges of building successful small businesses in Utah’s rural communities. The conference’s keynote speakers and breakout session presenters share real-world messages on how emerging trends, technologies, and techniques can assist the rural entrepreneur.

The conference’s sessions and business exposition bring together government officials, entrepreneurs and others interested in rural economic growth for networking and lively discussion. Jack was invited by the Senator’s office to speak on, “More than Adding Friends—Sales Through Social Networking”.

Advertising Age just reported on an initiative to organize mommy bloggers that are fed up with bad press. Blog With Integrity is designed to support mommy bloggers with journalist-like standards.

It’s reported that over 200 mommy blogs signed up during the first 24 hours.

What do you think? Leave a comment!

We have company in our home this week. On Friday morning I rose early and drove to Albertsons to pick up some needed breakfast items. It’s close to my home, so I continue to shop there—especially if I’m in a hurry.

Over the past couple of years I’ve noticed this Albertsons’ demise. Less and less choices. More and more food items either past or close to their expiration date. Prices that feel twice as high as Wal-Mart or Super Target.

Then, the kicker…  I hate those self checkout lines. The whole scanning deal never works for me. Every time I’m forced to do it, it takes forever. I end up standing there waiting for an employee to come by and punch a bunch of buttons to clear the scanning error.

In other stores, I have a choice. Self check, or wait in line. I’ll wait in line 10 or 15 minutes to have a checker’s help. But at Albertsons, many times there’s no choice. They simply open the five or six self-check registers and have one employee monitor them. Again, Friday, I had no choice.

I could no longer hold back my irritation. As I walked from the store to my Honda Element in the parking lot—grocery bag in one hand and iPhone in the other—I tweeted, “The Albertsons store in my town sucks. Can’t understand how they stay in business. High prices w/ no service. Old food. No choices.”

It felt good. Having read how other big companies use Twitter to monitor what’s said about them, I half hoped I would get an immediate response tweet like, “hey @jack_hadley… thanks for voicing your displeasure… please call sally at (xxx) xxx-xxxx so we can make things right”.

The tweet never came.

Later that day, I searched the Twittersphere for other tweets about Albertsons. There were lots of them! They ranged from pleased to displeased to simple general references like, “meet me at Albertsons”. Sort of what I expected.

Then, I decided to see whether or not Albertsons was listening. My research on Twitter, Google, and their corporate website led me to believe that they’re absolutely NOT listening.

Too bad.

I did find one store in La Habra, California making an effort…  Good for you.

So what’s up with this? How can corporations the size of Albertsons be so unaware of the business, marketing, and PR opportunities afforded them by these simple tools? I’m sure it’s not easy running a chain of grocery stores in a very competitive space. I get it. All the more reason to be aware of the things that could help.

What do you think?

Sometimes people ask us if Facebook can be the focal point, or foundation, of a social media strategy. My answer? Sometimes, but not typically. Why? For the same reason that Twitter (or other like tools) can’t typically be the foundation either.

A thoughtful blogsite is the best place to tell your story. As Chris Brogan has said, “Today, marketing is about engaging with communities and delivering products and services with stories that spread.” Your blogsite is the place where your story is focused—where you have the opportunity to lead your tribe down a path. Many social media tools are decentralized or evaporative like Twitter, and/or scattered—like Facebook.

The following news story, aired by WCSH-TV in Portland, Maine, may appear to be about Twitter. But as you listen, you’ll see that it’s about centralization too:

I’ve always liked Rich Brooks and his blog. He’s a smart guy.

So, some may ask, “For CostaVida Fred, isn’t Twitter the best way to get to his audience? I mean, how much can be written in a blog about Mexican food?” Yes, using Twitter to get people in quickly during slow times at 10% off is a good idea. In fact, a great idea. But I spent some time on CostaVida Fred’s blogsite, where he does a good job of taking people down a path—illustrating that Twitter messages bring people in now… but the long term play is nurturing brand-loyal customers and evangelists that help spread Fred’s story.

Way to go, @CostaVidaFred. Smart uses of social media that help your business, AND help others as well.

Is your blogsite telling your story? Do the other tools you use point back to the blogsite where you’re focused and centralized? How can you use Fred-type thinking to grow your business?