Let’s face it, social media is about conversation. It is about spreading a message, an idea or a story. But at its foundation it is marketing, because what is marketing but spreading an idea, a story or a message.

Unfortunately, most people are spreading manure and pumping up their own egos. How many were not very good at traditional marketing? Ego doesn’t work well in marketing because it isn’t about YOU, it’s about THEM. The Client. The Customer. The Ratepayer. The Prospect.

Marketing is about getting attention. That’s why people talk about eyeballs and the number of followers or some other metric. It is about Engagement and Listeners. Jeffrey Gitomer asks, “Would you rather have a loyal wife or a satisfied one?”

The same with your followers. Sure, 10K people following you strokes your ego, but if no one is listening or responding or re-tweeting or commenting, what’s the point?

There is a story about 1000 customers being profitable. And 2000 customers makes you lots of profit.

There’s also the mental limit of about 250 – that’s about all the people we can effectively remember and engage with. People with a network of more than 5,000 will tell you it’s possible but I’m going to stick with you can have a Rolodex of thousands, but can only maintain a relationship with about 250.

That brings us around to sales: in sales, it’s about the relationship. They have to like you and trust you to buy from you in most cases.

We forget in this digital age that pre-Internet, PR, marketing, advertising and branding were not always done under one roof. There are still many firms that just handle publicity. Still others only handle branding; while others just do advertising. It’s all under the Marketing umbrella, but they are different arms of that octopus.

Remember too, that in traditional advertising, there was a media buy component and a creative piece. The creative piece was the charge to come up with the campaign – whether it was the story board for the commercial (TV or radio) or the billboard and newsprint ads. The firm created the story that would resonate with your target audience. (Unless it was just a cool ad to win an ADDY, which also happened. A lot.)

The firm would do the media buy for a commission to get your ad on the radio – on the right radio station that hit your demographics; or on the right TV channel, on the targeted TV show, aimed at a targeted demographic. Or the same with a newspaper or magazine ad: who is the target demographic and what do they read.

We seemed to have forgotten all that in the online marketing world. We don’t story board or check where the demographic is or target like a sharpshooter. Instead, we aim for numbers and noise and throwing spaghetti against the wall to see what sticks. If you are going to spend the time, the effort and the money, do it right. The Internet has a long memory.

Case Studies of Social Media – a collection by Peter Kim. [Master list # 3]

SMB companies are finding that they are losing money on social media because it takes much longer than they thought. (see WSJ article)

On B2B Social Marketing: ‘Asked to rate the effectiveness of specific social media sites in their marketing efforts, more than one-half of respondents said that Facebook was “extremely” or “somewhat” effective. Somewhat fewer said the same of LinkedIn, and just 35% considered Twitter effective.’

Bonus: 48 Guerrilla Marketing Tips.

1. quite a few people do not have the skills for today’s knowledge economy

2. our education system doesn’t equip students with employment skills

We live in an Outsourcing environment. Companies are downsizing, but are also hiring contractors and consultants to fill needs and get projects done. We are moving to a world of Freelancers.

This is scary for many people because there is no job security in freelancing. There are no vacation and health benefits. And you have to sell yourself! That’s the scariest part. It’s like being on job interviews all the time.

Let me tell you something: as a W-2 (employee) you don’t have job security either. But you do have the illusion of it that let’s you sleep at night. Benefits are even being cut to the retirees! What? you put in your 20 years and along comes a benefits cut! BAM! What now?

Americans rely on the state and federal governments for too much. And the taxpayers get mad when the budget skyrockets. The government back stops insurance, banking, education, infrastructure, the military, etc. It can’t do that forever. You will need to take some responsibility for it yourself.

As we move into the Era of Freelancers, you will need to keep current on your industry as well as on skills. For instance, as a web designer you have to keep up on CSS, Java, PHP, .NET, etc. As a graphic artist, you have to keep up on Adobe products, but also mobile web sizing.

Many businesses will be relying on the skills of freelancers – consultants, contractors, 1099’s – for long term and short term projects, goals and skills.  The soon you get used this idea the sooner you can start planning for it.

1. What marketable skills do you have (what’s your cash machine)?
2. How will you market those skills?
3. What training do you need to stay current (or certified)?
4. What conferences do you need to attend to stay current and noticed?
5. What are you passionate about?
6. How will you Crush It?
7. How do you become a Linchpin in your niche?
8. Think about the Brand Called You!

Seth Godin would say that is your lizard brain yelling at you. It’s creating excuses, throwing up obstacles. I say, “Just do it.”

You can’t write, but you can if you practice. You can if you are writing about something you believe it. (You believe in your company’s products and services, I hope.)

You have to make time. Marketing costs money or time. Either hire a marketing firm or schedule some time – regular appointments when you are freshest is best.

What do I write about? I have answered this numerous times. Tell stories about your customers, your community, your industry, your employees, your charity. What do you talk about at networking events? Write a short post about that. (It’s a place to start!)

You are a lousy writer – now. With practice (and maybe some editorial help) you will get better. But to do that you have to get started!

If you don’t want to write — audio and video work too!

Here are the Top 3 Online marketing Assignments

1. Have an overall plan for the entirety of your online marketing.

2. Have a plan of attack for each platform.

3. Execute by scheduling time.

In some ways, all of your online messages should be aimed at one theme. An editorial calendar to let you know that in January you will be talking about this one subject or charity or purpose all month in some way across the online world. In February or in the second quarter, it can be another theme or subject or case study. Or it can be the same one all year long.

Note: You want to be speaking about the same keywords across all platforms to tie you to that keyword. (Usually we call this SEO, search engine optimization).

When you have disparate internet properties – more than 1 domain name for example or you blog on wordpress – you have to find a way to tie the properties together. Maybe it’s a blog roll box, a contact page, an about us page, a where-to-connect box, etc.

Note: This is linking it all together. Your theme based on keyword(s) will tie it all together.

Many companies want to be everything to everybody. That’s fine if you are GM, Subway, Nike, Coke or McDonalds – and have their marketing budget. But you don’t. So the more finely tuned your message is, the better.

The more targeted your message is to a very specific audience, the cheaper and easier it is to market to that niche.

Free Twitter Ideas that Will Engage Customers and Build Loyalty. One message: “Think tactical, get tactical.” Main message: Engage people, it’s about being social.

10 examples of creative Twitter uses. You can certainly learn from these examples.

Even Sprint is mentioning Twitter in its new ad campaign.

My answer: Small businesses rarely have an overall marketing strategy, nor do they consistently work a marketing plan. Obama had many talented folks working different marketing avenues. A small business would not have the time, manpower, talent, or money to pull off a large scale social media campaign.

That said though: many small businesses can spend an hour per day on social media – twitter, Facebook, youtube, blog, ning, LinkedIn, friendfeed – towards an overall marketing goal. If the goal was specific enough and there was a set design.

For example, you want to get 200 prospective customers following you on Twitter. Your plan might look like this:

1. Inviting those that have given you their email to join you on twitter.
2. You will ask for more emails from people in the future (separate plan)
3. You will give value on your twitter feed 3 times a day.
4. Define what value you will give.
5. Execute 30 minutes per day.

Remember though: the Web is only a tool; the power is in your message. Without a clear concise message to your target audience, you might as well spend the time and effort other ways. (Messaging is the key component in marketing and in sales. In sales, it is called the USP or unique sales proposition).