How I Plan to Use Twitter in 2009

January 5, 2009 · Posted in Uncategorized · Comments Off 

TwitterTwitter is one of those social media tools that is hard to ignore, but a lot of people are not sure how to use it. Personally, I use Twitter as a resource, a pulse of the industries I follow, and for business. I
try not to use Twitter to update what my kid did today or other mindless
comments. That being said, of course the occasional tweet like that and local news will filter into the stream.

I’ve tried a few strategies on how to use Twitter in 2008 from only following my friends and people I’ve met, to being very selective, to following a ton of people in industries and following almost everyone who follows me (which sometimes I really wonder how they find me). I tried the Guy Kawasaki (@guykawasaki) approach of getting the fire hose and then paying attention to replies and direct messages. I’ve tried to use it as a sounding board with little success. But that may be attributed to how little I tweet in the first
place. I’ve seen Twitter used very successfully as a networking tool from the sorts of Kevin O’Keefe (@kevinokeefe) and Peter Flashner (@flashlight). However, as we enter 2009 I will use a new strategy. This is important to note because it will help you determine if you want to follow me or not as well as if I will follow you in reciprocation.

If you follow me @FredFaulknerIV you will find useful information. Follow me if you like what I tweet/retweet. Follow me if you are into social media, marketing, business, and associations. Don’t follow me solely for where I work. I will occasionally tweet about work I do for my employer. This will be for good reasons, but not a regular occurrence.

I will also use this Twitter account to also network with others (virtually at first, and hopefully in person at some point in the future). I believe the power of tweets can start conversations, first publicly, then privately over direct messages, and then to email.

The concept of Twitter isn’t going away.  MovableType is releasing Motion as part of their platform in early 2009, which can make that platform a major player in the social platform market.  Businesses are jumping on Twitter and using successfully.  See what Shell Israel is doing with Twitterville. But with all things social media, 2009 will be all about moderation.

So look out for the concept of a Tweet, or a short 140 character message.  It is changing the way we think about communicating, what we communicate, and can we be effective in what we say.

Planning Your 2007 Web Strategy

December 29, 2006 · Posted in Articles, Law / Legal, Strategy, Web · Comments Off 

Originally published December 17, 2006 at

The end of the year is closing in fast and you will undoubtedly ready many "year in review" articles this month. Rather than writing a column referring to what we covered this past year, I want to get you thinking about next year, so you can start the year off right – with a strategic plan for your website that is integrated into other firm goals for 2007.

Reviewing Your Current Website

Hindsight is always 20/20, so – what didn’t you accomplish with your website last year? Do those unaccomplished goals still hold value within the scope of your overall marketing strategy? If so, do you want to make sure these goals figure prominently in your plans for next year?

In following with what website plans were not implemented, did you perhaps add a new feature or features that failed to generate the response you anticipated or simply did not work? To what can you attribute this lack of success?

Looking at what you have done and how your website has contributed to your overall goals and marketing efforts will help you to focus your plans for improvements and enhancements for 2007. Review all aspects of your website, from design to content to traffic statistics to clients who engaged your services through the site. Having a complete picture of what happened over the course of the last twelve months will provide you with valuable data. 

The next step in this evaluation process is to draw up a short list of ideas and changes that you want to make to your website in the next year and put it aside. Then take a look at the competitive landscape that surrounds you.

Competitive Analysis

Knowing what you have worked on over the last twelve months is a good starting point, but information about what your competitors have accomplished is an essential component of your future planning process.  Has your competition taken specific business away from you? Is another firm or practice providing a service that is within your field of expertise? Do other firms have value-added services that you offer but have not properly communicated or marketed, or that you can enhance to extend the range of your services to clients? Remember, you do not have to be the first to offer a online service or implement a technology application (such as a blog, wiki or an extranet).  The objective is to determine how to implement one or more of these applications in a manner which keeps you competitive and expands your services.

Ideas that you will want to consider include the following?

  • coordinated offline and online branding
  • e-mail updates on topical subject matters
  • client portals
  • web-based client intake forms

After taking a quick look at your competitors within the context of the "marketplace" (location, industry, etc.), you can add more context and content to your wish list of ideas to implement over the next year.

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