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The Fallacy of ME, ME, ME Marketing

by Paul Strikwerda in Articles, Career, Internet, Journalism & Media, Personal, Promotion, Social Media 4 Comments

selfie with microphoneQuestion on Quora:

“Is it okay to post pictures of yourself on Instagram? Would people think I’m too much into myself?”

Top answer:

“Since 99.99% of Instagram users have chosen to make evident how in love they are with themselves, you’ll fit right in.”

I had to think of that when one of my colleagues jokingly posted on Facebook that he was sick of seeing selfies of voice-overs in their studios. You know, these stereotypical posed pictures of smiling people in sweatshirts that always feature a microphone.

This led to a heated debate about narcissism and the perceived benefits of plastering your face all over the internet. Here’s what I want to know: are these selfies just a big ego trip, or an effective way to show your customers who you really are?

WHAT’S YOUR GOAL

Before I answer that question, let’s take a step back. Why would you as a small business owner use social media in the first place? It’s a time suck, a distraction, and as soon as you think you’ve figured it out, Zuckerberg and company change the algorithms.

For most freelancers, having a social media presence is part of their marketing strategy. The purpose of marketing is no mystery. It’s all about influence and perception. In a nutshell, here’s what effective marketing should do:

– Tells the world that you exist, and educates your audience about what you have to offer
– Helps your customers understand why your product or service is better than, or different from the competition
– Builds authority, credibility, and trust. It shows that you’re a pro running a reputable business
– Develops a relationship with your market: communicates with customers, and turns clients into fans
– Improves and reinforces brand awareness
– Grows your business by extending your reach and increasing your sales

Successful marketers influence how their product or service is perceived. They win people over by convincing them they have something special to offer that meets their needs. The ultimate goal is conversion: turning a prospect into a buyer.

How do selfies fit into this picture?

YOU OR THE CLIENT

We seem to have at least two schools of thought. I call them egocentric marketing and customer-centric marketing. An egocentric marketing campaign revolves around “Look at ME. Look at what I did. Look at what I’m doing.” It’s for people who mistake their own enthusiasm for what will motivate their potential customers.

Posting pictures of yourself and about yourself only works if you’re an interesting person leading an interesting life and if you already have a following that’s interested in you. Think of actors, musicians, models, celebrity chefs, politicians, and other public figures.

Let’s be honest: most of us aren’t that interesting, especially in a dimly lit studio with a big mike in front of our face. Unlike on-screen actors, voice actors don’t go on different sets in exotic locations. There’s no costume department clothing us, or makeup department carefully camouflaging our pimples. If we ever leave the house for work, it is to visit another dimly lit recording studio with more mikes, cables, and headphones.

Customer-centric marketing is based on the idea that if you wish to win people over, you have to stop talking about yourself and start listening. Based on what you hear, you provide content that addresses your customer’s fears, problems, and needs. It’s not about you. It’s about them. Customer-centric marketing is not only about increasing exposure. It’s about providing value for your viewers and followers.

WHO’S YOUR TARGET

The problem is that I don’t think many Instagrammers have identified a target audience before they start posting pictures. They don’t even have a business account. A personal account is used to post anything and everything. Snapshots from family trips, pictures of the pets, lunches, dinners, and the occasional picture of mama or papa doing voice-overs. All of this goes out to clients, colleagues, friends, family, and the one billion other people on Instagram.

There’s no distinction between the personal and the professional.

The question I asked myself before I became active on social media was this: Do I want to make my private life public, and if so, for what purpose?

Perhaps this is a generational thing. The younger generation has no trouble sharing their private lives publicly. The more views, the better. Self-esteem is linked to likes. A young colleague told me: “I want my clients to get to know me. If they see what I am like, they’ll remember me. If they remember me, there’s a greater chance that they will hire me.”

In contrast, I want to protect my privacy. The only time I open up about my personal life on this blog is to illustrate a point, or when I want to share something that I feel is relevant to many of my readers. That’s the reason you know about my stroke. I wanted to increase awareness through my experience.

My intended Instagram audience consists of colleagues and other freelancers. That’s why you won’t find any vacation photos, pics of alcoholic beverages, or silly selfies. Most of my posts are pictures with quotes from this blog. My goal is simple: to make people think. They don’t have to agree with me. I just want them to consider what’s written. It helps me be a trusted voice in an ongoing conversation.

I can hear you think: “That sounds very idealistic. Why would that be beneficial to your bottom line?”

Well, through these posts people get to know me and my ideas. And if they like what they see, they might go to my blog and sign up for coaching sessions. It gets me invites to interviews and podcasts, I’m asked to write guest posts, do presentations, and conduct workshops. It’s free publicity! People end up buying my book and start referring me to clients who need a European, neutral English voice.

There’s a lot that you can do when using social media to spread the word about your business. LinkedIn, YouTube, Twitter, Facebook, Pinterest, and Instagram give you an opportunity to highlight different aspects of what you have to offer. Different formats require a different approach.

What you do is up to you, but if you wish to make the switch from egocentric to customer-centric marketing, I leave you with the advice of one expert:

“It’s okay to be proud of your work, but turn your brags into benefits!

Paul Strikwerda ©nethervoice

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Celia Siegel’s Voiceover Achiever

by Paul Strikwerda in Articles, Book, Career, Freelancing, Internet, Journalism & Media, Promotion, Social Media 6 Comments

Celia Siegel Voiceover Achiever“Brand Your VO Career. Change Your Life.”

That’s the somewhat ostentatious subtitle of Celia Siegel’s book Voiceover Achiever. It’s an illustrated, conversationally written step-by-step guide to branding your voice-over business, by one of the most amiable experts in our industry.

Will your life change after reading this book? It depends on how you’d answer the following question:

Can you get slim from reading about weight loss?

Or, to put it differently:

Are you an active, or a passive reader?

We all know people (perhaps intimately) who have tons of self-help books in their Billy bookcases that just collect dust. I call them shelf-help books, because that’s what they are. They’re the useless property of passive readers who are all talk and no action. In my estimation, about eighty percent of non-fiction fans fall into this category.

Active readers, on the other hand, absorb and embrace the information like a sponge. They make notes, they do the exercises, and start applying what they’ve learned immediately, and consistently. If that’s you, Celia’s book has tremendous potential to help you transform your business, and even your life. Whether you’re a voice-over, or otherwise self-employed.

And here’s the remarkable thing: Celia does it all in under 130 colorful pages, many of which feature large illustrations.

WHO NEEDS BRANDING?

But why buy a book about branding? I assume you have talent, training, equipment, connections, and even some business skills. You run a small shop. You’re not a company like Coca-Cola or Apple. Do you really need to boil down your essence into some smart slogan and a logo? Celia Siegel:

“The big question in our industry used to be: Do you have a beautiful voice? Do you know how to act? Those are still important. But they’re no longer enough. These days the question is: Are you brandable?”

Here’s the gist of it: In a cacophony of voices, you want to be found and heard. You want to stand out. You want to distinguish yourself from the rest by highlighting what makes you different, and more desirable. That’s what intelligent branding does. And since you personify the service you’re offering, you’ve got to start thinking of yourself as a brand, by -in Celia’s words: “being loud and proud about who you really are.”

That sounds great, but here’s the not so easy part. A brand is not something you can bottle and sell at a supermarket. It lives in people’s minds. A brand is the result of many implicit and explicit associations and perceptions of a product, a service, a person, or a company. It’s what turned brown, carbonized sugar water into a billion dollar business, and Oprah Winfrey into one of the most influential and wealthy people on this planet.

Now, here’s what you need to ask yourself: How can you create and control these associations that set you apart, and help your business perform better? That’s precisely what Celia Siegel does for a living, and her book is loaded with examples of voice talent whose niche she’s helped define.

Chapter by chapter, Voiceover Achiever takes you through the process she uses with her clients, helping you identify what makes you unique, and showing you how to tell the story of your brand through language, visuals, and different media. If this sounds like a daunting task, think again. Celia writes the way she speaks. She keeps it light and playful. She clearly knows her stuff, but she’s never stuffy, and at no point does she come across as a know-it-all talking down to noobs.

TOO MUCH OF A GOOD THING?

As you can tell, this is not a boring intro into branding. It is a book about Celia, Celia’s business, and Celia’s clients. That’s its strength, and its weakness. Examples from the same talent are reused throughout the book, and at times I got the impression that I was reading a long testimonial. All those testimonials are from voice-overs, and not from agents, or from people who are searching for voices for their projects.

I’m glad the people who hired Celia are happy with their new image, but what about the professionals they wish to reach? What’s their feedback? I want to know to what extent business has increased after Celia’s intervention, and how much can be attributed to branding.

Here’s another question: How much are rates part of branding? If we’re in the business of controlling associations and perceptions, the price of a product or service definitely influences how it is perceived. That’s why some people prefer a Rolex over a Seiko, even though the much cheaper Seikos are just as good at keeping time. There’s no mention of rates in Siegel’s book.

A MATTER OF IMAGE

Some of the images in Voiceover Achiever feel like fillers, just as the twelve empty pages of Brand Journal in the back of the book make it look more substantial than it is. I wish there had been more content, instead of pictures of lollipops, unicorns, and bicycles that seem to have come out of a kids magazine.

While I appreciate the examples of websites that have had the signature Siegel makeover, I would have loved to see a before and after, revealing some of the no-no’s of branding. Celia also doesn’t mention A/B testing and other methods as a way to find out what clients most respond to.

Teaming up with a “Brand Buddy” as suggested by Siegel (a fellow vo-talent embarking on his or her own branding journey), might not be ideal. As a sounding board, a colleague could be just as clueless as to what works and what doesn’t as you are. If, on the other hand, you need someone to hold you accountable and keep you on track, a Buddy could be very helpful. 

CULTURAL DIVIDE

As a European living and working in the U.S., I’d like to know to what extent branding is context dependent, meaning that a different market may require a different message. In the Netherlands where I was born and raised, humility is considered a virtue, and superlatives frequently found on American websites, are often seen as bragging and off-putting.

I also don’t agree with some of the advice Celia’s giving. She recommends using a personal Facebook profile for business purposes, and I do not. It’s actually against the Facebook Terms of Service (for more about that, click here).

Siegel writes about website design:

“If you’re doing it yourself, I suggest a one-page, endless-scroll website, the simpler the better.”

From an SEO-perspective, websites that use pagination (spreading content over a number of pages) do much better because Google Analytics and other sites measuring statistics count page clicks. Visitors to infinite scroll sites don’t click. Clicking lowers the bounce rate, and increases engagement.

MAKING SOME NOISE

When it comes to spreading the message, I agree with Celia: You have to remind people that you exist. If you want to stand out, it’s no enough to be outstanding. That’s where her book moves from branding to marketing. Siegel explores social media such as Twitter, LinkedIn, Facebook, and Instagram. She lists the benefits of using stickers, branded E-cards, banners, newsletters, and networking. However, there’s no mention of blogs, podcasts, or videos. That’s a big omission in a time where YouTube has become the second largest search engine, and blogs such as this one are huge drivers of website traffic.

I also would have liked to see a few paragraphs devoted to brand protection. Your brand is your intellectual capital, and national and international trade mark registration should at least be discussed. At the same time it’s important that you don’t infringe on someone else’s intellectual property by using names, tag lines, or images that are already in use by existing brands. It could cost you dearly (more on that when you click here).

Last but not least, instead of empty Branding Journal pages, I would have loved a list of recommended resources such as graphic designers, website developers, copywriters, copy editors, SEO-specialists, illustrators, social media experts, and other people who can help you tell your story, and spread your message.

SUMMING UP

Voiceover Achiever covers a vital aspect of our business that, until now, has not been written about in much detail. As such it is a welcome and wonderful addition to the growing list of books about the voice-over industry (click here for a list of other books). Better still, anyone running a freelance business can benefit from Celia’s experience and expertise. However, please keep the following in mind:

No amount of clever branding can cover up a bad product or poor service. It may take years to build a reputation, and it can be destroyed in a matter of minutes.

Before you buy this book (and I really hope you do), ask yourself:

Am I an active or a passive reader?

Here’s the bottom line:

This is not a must-read book.

It’s a must-DO book.

Paul Strikwerda ©nethervoice

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The Terrible Truth About The News

by Paul Strikwerda in Articles, Journalism & Media 6 Comments
Wereldomroeper

The author, reading the news

It was one of the most cynical cartoons I’d ever seen.

A colleague had just put it up on the wall of the newsroom at Radio Netherlands International where I was working at that time. The frenzy of fanatic reporters filing their stories disappeared into the background as I read the headline:

“WHAT IS NEWS?”

The question couldn’t be simpler. The answer couldn’t be more complicated. And yet, everything around me was buzzing with deadline-driven activity, as if all of us actually knew what we were doing. After all, we were the news makers. 

“NEWS” is one of those words that you and I hear and use many times a day. In fact, we hear it and use it so frequently, that we rarely question what it means. 

There are many words like that; words such as crisis, control, community, and support. These words are so common, it’s pretty obvious what they stand for, isn’t it? There’s no need to define them. 

SEMANTICS

Scientist and philosopher Alfred Korzybski, the father of general semantics, would strongly disagree. He coined the phrase: “The map is not the territory.” By that he meant that an abstraction derived from something, is not the thing itself. In plain language: you can’t get wet from the word water.

The word water (the map) is only a representation of something that’s much more fluid (the territory). But when we use the word water, it is generally assumed that we know what it means. Well, let’s ask the people of Flint, Michigan, about that.

That very human ability to make assumptions is the basis of many conflicts, big and small. People confuse maps with territories all the time. Here’s what I mean.

BUMPER TO BUMPER

“Support our troops” it said on the bumper sticker. Most Americans couldn’t agree more. Especially these days, it is important to support our troops, don’t you think? But on a deeper level, what does ‘support’ really mean?

Remember: the word ‘support’ is just a map. But of what? How exactly, should we support our troops? By increasing the defense budget? By sending those stationed abroad care packages for Christmas? Or should we support them by pulling them out of trouble spots, and bringing them back home?

As long as we’re talking on the level of abstractions, it’s easy to agree. For instance, who isn’t in favor of world peace? Who doesn’t want to see employment increased? Who doesn’t agree that we need to improve our system of education?

But how all these things should be achieved, is a different matter, and that’s where the bickering begins. Need I bring up the presidential race?

WHAT DO WE REALLY MEAN?

Bumper StickerThere’s a vital element through which we consciously (but most of the time unconsciously) determine meaning. Here’s a quick example.

Imagine seeing the “Support Our Troops” bumper sticker on a pickup truck with a veteran license plate. There’s also a “Semper Fi” sign on the F-150, and a third sticker saying: “Anti-War = Pro-Terrorism.” With that information in hand, how do you think the owner feels we can best support our troops?

Here’s a different scenario. You’re on the highway and you spot that same “Support Our Troops” sticker. But this time it’s stuck to the back of a beat up Volvo station wagon. Next to it is a “Bring them Home” sticker, and another one that reads: “Against the War. Not the Warrior.” Knowing what you know now, what assumptions would you make this time, about the owners’ views on how to best support our troops?

Even though we’re talking about the same sticker, the meaning of the words is context–dependent. And without knowing the context, we’re all in danger of mistaking the map for the territory. Our territory.

As a result, we carry on entire conversations based on mind reads and interpretations that have very little to do with the reality of the person we’re talking to. That person can be a (Facebook) friend, a foe, a politician, or our life partner.

Our lips might whisper the words: “I know exactly what you mean,” but truthfully, our perception is greatly based on distorted personal projections. 

Army MapTHE REAL WOR(L)D

I’m not just talking semantics here. Every soldier knows that the reality on the ground is most likely to be very different from the map that was used during the briefing. Confusing the map for the territory has led to deadly mistakes.

It has killed many relationships and numerous attempts to build bridges between people, cultures, faiths, and political systems. And because it is so ingrained in human nature, it won’t hit the headlines any day soon. The familiar might be deadly, but it’s also boring.

So, WHAT IS NEWS?

The cartoon at my radio station showed this very simple and sad formula for determining the newsworthiness of an event:

“The number of people killed, divided by how many miles away from home it happened.”

I did tell you it was one of the most cynical cartoons I had ever seen, didn’t I? It criticized the “If it doesn’t bleed, it doesn’t lead” type of journalism that is so pervasive these days. A plane crash in some far away land won’t make the six o’clock news, unless Americans are involved (if you live in the States, that is). Had it happened closer to home, it would have made the headlines.

That’s an example of the proximity effect. People tend to care more about what happens in their own backyard, especially if it’s grotesque, gruesome, and controversial.

MALFUNCTION

Now, let me ask you this: How many people experience a wardrobe malfunction on any given day? When it happens to you or me, it’s no big deal, but when a famous actress steps out of a limo, unintentionally showing some extra skin, the tabloids are having a field day.

It’s an example of the prominence effect. Whenever a celebrity is involved, the media will jump on it. The proximity effect and the prominence effect are just two of the filters journalists use to determine what news is. To a certain extent, these two filters are based on silly, but semi-objective criteria.

Here’s my question:

Is it possible to be utterly impartial, and leave personal values, opinions and ratings at the door when evaluating the newsworthiness of a story?

In 1996, the U.S. Society of Professional Journalists dropped the word “objectivity” from its code of ethics. Deborah Potter writes in The Handbook of Independent Journalism (a U.S. Department of State publication):

“Journalists are human beings, after all. They care about their work and they do have opinions. Claiming that they are completely objective suggests that they have no values.”

NEW SOURCES

Twitter has become one of the world’s fastest growing news sources. How objective do you think most of those microblogs (a.k.a. tweets) are? By definition, blogs usually reflect opinion instead of fact, and most Twitter-users don’t subscribe to a code of fair and balanced news-gathering, based on checking and double-checking sources to provide a complete picture. Twitter-chatter is highly subjective. That’s one of the reasons for its popularity.

But let’s bring it a bit closer to home. You’re a reasonable person, aren’t you? When push comes to shove, can you set your own prejudices aside, and open your mind to whatever information comes your way?

THE MIRROR

Well, let’s see how objective you are. When you see a “map,” do you think you really know the “territory”?

Remember that F-150 pick-up truck with the “Anti-War = Pro-Terrorism” sticker, the veteran license plate, and the “Semper Fi” sign?

That redneck driver is surely a right-wing republican Fox-News watching ex-marine in favor of killing our way out of any conflict, with an NRA endorsed semi-automatic rifle, yes? If it looks like a duck, swims like a duck, and quacks like a duck…

Well, as you get off the highway to pump some gas, you end up parking your car right next to the F-150. A young guy in a “Life is Good” t-shirt, steps out of the truck and starts filling it up. A woman at the next pump is clearly upset about the provocative bumper stickers, and she says to the young man:

“Anti-War = Pro-Terrorism… that’s a terrible message you have on your car, young man. I’m against any type of war, but that doesn’t make me a supporter of terrorism, does it? Do you call yourself an American? Shame on you!”

The young man looks at her in shock. His face turns completely red. Then he takes a deep breath, and says:

“Ma’am, I’m on my way to the hardware store to pick up some stuff. I’m working on a house for Habitat for Humanity. This truck belongs to a friend of a friend who was kind enough to help us out. I didn’t even notice the stickers.”

On hearing that, the woman turned bright red, and apologized profusely.

At that moment she realized:

Things are never what they seem to be. The map is not the territory.

Think of that, when you watch or listen to tonight’s news.

Paul Strikwerda ©nethervoice

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The Secret Ingredients In My Social Media Sauce

by Paul Strikwerda in Articles, Internet, Promotion, Social Media 21 Comments

Last week I talked about the importance of tailoring your proposal or demo to the needs of the client.

This week I’m taking it one step further. I will show you how you can apply the principle of personalization and customization to your social media presence.

In a moment, I’ll share some cool new tools you can use to spread the news about your business more efficiently and effectively. The end result: more fans for your Facebook page. A better search engine ranking. More hits for your website. Increased business.

Interested?

MISTER SOCIAL

If you’ve been following me for a while, you know I spend a lot of online time “socializing.” I blog, I tweet, I pin, I comment and I participate in discussions for at least an hour a day, if not more.

Now, level with me for a moment because I want your honest opinion.

Am I wasting my time on a magnificent distraction or could this be beneficial for my business?

While you think about that, I’ll tell you how I see it.

Social Media are tools. Tools aren’t inherently good or bad. It depends on how they are used, by whom, to what end and what the ultimate return on investment is.

Professionally speaking, I don’t go online to play games, to save souls or to share what I’m making for dinner. Social Media are part of my “undercover” marketing strategy. If you’ve read my recent article on undercover marketing, you know what I mean by that:

Any activity that helps you find clients and helps clients find you

Here’s my golden rule: You want to spend most of your marketing time and money where your market is. In my case, that’s online.

If you’re in the same boat, it’s wise to:

  • have many ways to be found and drive traffic to your website
  • share and promote compelling content and services
  • create opportunities for clients to get to know you and interact with you

WHY JOIN THE MASSES?

At this point you might say: “I already have a website. Why should I join Google+, Pinterest and Twitter? I have enough on my plate.”

First off, counting on your website to bring in business is a very passive approach. You’re asking the world to come to you and the world is lazy and doesn’t know where to find you. If you don’t make any noise, no one will hear you.

Secondly, most websites aren’t very social. They offer static content and very little opportunity for interaction (more about sites in: Why Your Website Stinks). Search engines hate that, and so do your clients and fans.

Places like Facebook and LinkedIn on the other hand, are buzzing with activity and offer amazing opportunities to proactively build a network, strike up a conversation and -eventually- take people to your store. 

Remember: the purpose of this strategy is not to sell anything. You’re just building relationships. Facebook friends might become clients. Clients become fans. And eventually, your fans will do some of the marketing for you.

Here’s what I really like about Social Media: most of these platforms are (still) FREE! All you need to invest is a bit of time, energy and creativity. The returns could be tremendous.

There’s just one caveat. It’s easy to personalize your own website. It’s a bit more challenging to give generic sites such as Twitter and Facebook a personal and professional touch. In order to do that, let’s take one step back.

DESIGN YOUR IMAGE

First you have to create an overall look for your business in general and your website in particular; something that’s instantaneously recognizable. In my case it’s the color scheme of orange and dark gray, as well as the picture of me with the orange tulips. 

Then you consistently use your look across multiple platforms. 

Nethervoice Gravatar

 

One way of doing that is by creating a Gravatar. That’s short for Globally Recognized Avatar. A Gravatar is an image that follows you from site to site. It appears beside your name when you do things like comment on a blog.

Using a Gravatar reinforces your image, it creates a connection with the reader and it increases your credibility.

Content spammers usually don’t use Gravatars, so, having one identifies you as a genuine, trustworthy contributor. Besides, it makes you look much more personable.

Or would you rather have a Mystery Man picture next to your comment?  

So, how do you create a Gravatar? Click on this link and follow the instructions. It’s quick and it’s easy.

TWITTER

Whenever you go online, this image of me and my orange tulips will pop up. Once people make it to my website (the ultimate goal) they get a feeling of familiarity because they’ve seen it before.

Let’s look at my Twitter profile:

There are two other things I did to customize this profile. I added a hyperlink to my 160 character bio. It leads to one of my demos. Now, my over 2200 Twitter followers can hear what I sound like, and all it takes is one click.

Here’s the second part. Normally, the full link to that demo would look like this:

http://soundcloud.com/paul-strikwerda/paul_strikwerda-international

It wouldn’t fit into my bio, but luckily SoundCloud can give you an abbreviated version that looks like this: http://snd.sc/KyX8oJ. You could also use a service like tiny url or bit.ly to shorten your links. Before you do that, there’s something you should know.

Internet users have become increasingly suspicious of these shortlinks because you can’t really tell where they originate from. With so much harmful and useless crap floating around in cyberspace, people are more inclined to click on links they can identify and trust. 

So, how did I create a shortlink to one of my SoundCloud files that incorporates the url of my website and looks like this?

http://www.nethervoice.com/5oy3

I used a WordPress plugin called Pretty Link. Once installed, it will appear on your dashboard and allow you to generate shortlinks for all kinds of online content. This is what the window of the Pretty Link admin area looks like. It’s pretty self-explanatory. 

SOUNDCLOUD & PINTEREST

As you can see, I am visually and virtually connecting some of the content sharing sites people can find me on: Twitter, SoundCloud and Nethervoice. That way, they can cross-pollinate. It’s all about the sum of the parts.

If you’re not terribly familiar with SoundCloud, it’s kind of a YouTube for audio recordings.

All the embedded demos on this site are stored in SoundCloud. As you can see, the audio tracks are depicted as waveforms and listeners can easily download, distribute and comment. 

You can also use SoundCloud to upload demos to your Facebook page by creating a BandPage. You don’t have to have a band to do that.

It gets even better. Recently, SoundCloud introduced a new feature that makes it possible to “pin” your audio to your Pinterest boards.

Pinterest is one of the fastest growing content sharing sites, allowing you to create and manage image collections. Each collection has it own pinboard and here’s a screenshot of a few my boards:

When you click on a particular board, all the images on that board are displayed. Individual images can be “re-pinned,” liked on Facebook, emailed, embedded and shared on Twitter. But here’s the real magic: once you click on a particular photo, it becomes a link and you are taken to the site the photo is taken from. You can promote blog content by pinning it, YouTube videos as well as your SoundCloud demos. 

Why is all of this relevant? Pinterest is popular and is said to drive more traffic to websites than Twitter.

HubSpot recently published “How to use Pinterest for Business” which will tell you everything you need to know about this exploding content sharing service.

So, are you ready to become a social butterfly, or do you still have reservations?

What have you done to spice up your social media profiles and increase your reach? Share your tips below and be sure to add a link to your website.

I have lots more tricks up my sleeve, and next time I’ll take you behind the scenes of this blog!

Paul Strikwerda ©nethervoice

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Exhibitionists, Voyeurs and Stalkers

by Paul Strikwerda in Articles, Internet, Journalism & Media, Promotion, Social Media 4 Comments

In the past these were dirty words for dirty people.

Now these very same words can be used to describe the average social media addict.

We like strutting our stuff in public. We want the world to watch us. And we follow the fools who think that tweeting nonsense all day long makes them relevant.

8:05 AM. In line at Starbucks.

8:10 AM. Ordering a tall latte.

8:15 AM. Should have asked for a double shot of espresso.

8:18 AM. Back in my Mercedes. New Jersey Turnpike, here I come!

8:21 AM. In a car accident. Tweeting and drinking coffee don’t go well together.

9:33 AM. Thank goodness this hospital has a Starbucks.

We can laugh about it. We can cry about it, but things like tweeting and texting are changing the way we communicate. Even the way we dress.

If you don’t believe me, you should shop for winter gloves and count the pairs with holes in them or with special patches. Touchscreen gloves, that’s what they are called. Snowstorms, twisters and other natural disasters won’t prevent mankind from texting.

Every single day, two hundred trillion text messages are received in America alone (source). That’s more than an entire year’s worth of regular mail.

Nielsen reported that the average American teen sends 3,339 texts each month. That’s more than six per every hour they’re awake. The girls are beating the boys with 4,050 texts per month, (boys send an average of 2,539 texts). Mind you, these numbers are from 2010!

But it’s not just the kids. Go into any supermarket and count how many times you’ll hear a mother tell her stroller-toddler:

“Not now sweetie. Mommy’s texting.”

8:42 PM. At Trader Joe’s. Should I buy broccoli or cauliflower?

Thanks to all these very important messages, safety is no longer the number one reason for getting a phone. We just love being social, don’t we?

THE FACEBOOK REVOLUTION

In 2010, Facebook beat Google as the most visited site (if we leave out visits to Google-owned YouTube). A year later, Facebook’s U.S. advertising revenue of 2.2 billion dollars had surpassed that of both Google and Yahoo.

It is THE place to hang out and make new friends. It’s that wonderful platform where -in the midst of an economic crisis- everything is always A-Okay. No matter what happens, the show must go on  and we keep on dancing.

Smile people! Always beware of your brand. Heaven forbid we become real and share our fears and failures.

Occasionally, some Facebook friends will vent their frustrations, but overall, a happy-go-lucky attitude seems to be the norm: Do what you love and the money will follow. 🙂 Really?

Many Europeans consider this attitude to be “typically American.” They see the States as a country where people have a hard time accepting failure. We’d rather take a happy pill than deal with our problems. We’re certainly not going to share them on our Facebook Walls. We’ve turned those into advertorials and infomercials:

9:15 AM. Join me for an online seminar where I’ll teach you how not to waste your time on Facebook. Remember the early bird discount!

10:02 AM. Finished an amazing gig with an amazing director. Life is good. It’s great to be back in L.A.

11:46 AM. Jesus rocks! He guided me to book another gig for Playboy Enterprises. Praise the Lord.

11:47 AM. Deuteronomy 5:11

11:48 AM. John 8:7

11:49 AM. Broccoli or cauliflower?

1:15 PM. There’s a new article on the Nethervoice blog. Be the first one to read it before it appears on VoiceOverXtra.

Yep, Facebook is definitely a site we can’t live without. In fact, we need more of those online chatrooms. What did you just tell me? You’re not on Google+ yet? Boy, you’re missing out on something spectacular. It’s great for your business. The other day I saw a video of a dog. Man, that was funny. Every time his owner began playing the guitar, this dog started smiling. No kidding. I’ll send you the link.

3:30 PM. Wasted another 3 minutes watching a dog on YouTube. 

A WINDOW TO THE WORLD?

Look, I am not going to pooh-pooh social media again, but we should bury the idea that these sites are widening our world and increase interpersonal connections.

First of all, we don’t seem to know the difference between socializing and advertising. Socializing is all about connecting with others. Advertising is drawing attention to oneself in order to sell. If that becomes the main purpose of the interaction, it will turn people off. Sooner rather than later.

Secondly, people mainly interact with people they know or agree with. We block the rest and ban them from our circles. And if we don’t do it ourselves, algorithms will make sure that we see what we want to see and hear what we want to hear. Author and activist Eli Pariser calls this the “Filter Bubble.”

Based on our location and on what you and I have searched for and looked at in the past, certain websites (like Facebook) and search engines now use algorithms to predict and select what we’d be interested in right now. They call it “creating a personalized experience.”

YOUR WEB YOUR WAY

If you’re in the market for a new set of wheels and you’ve been browsing a few dealerships, chances are that you’ll be presented with car commercials instead of chewing gum ads. If you’re a fan of the current man in the White House and you keep track of his party’s politics, you won’t be exposed to Tea Party rhetoric. So far, so good, right?

Amazon and Netflix work the same way:

“If you liked this product or that movie, here’s what we recommend you check out next.”

I once made the mistake of tweeting about how much I love my memory foam mattress. Within the hour I was followed by three companies selling mattresses. I wanted to challenge them to a pillow fight.

But wait, there’s more!

If you and I were to enter the same keywords in Google, we would receive different results, based on past online behavior. You will get sites that are more in line with your interests and I will get sites that -according to the secret algorithm- will resonate more with things I prefer. Why is that so terrible?

DIVERSITY IS THE SPICE OF LIFE

I happen to think that it’s good to be exposed to different points of view. If I am only presented with an invisibly edited and uncontrollable stream of information that confirms my own bias, I lose something very important. Eli Pariser puts it this way:

“The Internet is showing us a world it thinks we want to see, but not necessarily what we need to see.”

We need to see how other people live and we need to hear what other people think. Intellectual discourse is part of a healthy democracy.

If we wish to promote peace, understanding and compassion in the world, we have to open ourselves up to other ideas, other traditions and the very things we don’t comprehend. Things that may make us uncomfortable. Otherwise, stupid stereotypes will go unchallenged and the people on this planet will never overcome their conflicts.

5:15 PM. More of the same is not only boring, it’s dangerous.

5:16 PM. I don’t want some geek at Google to tell me what’s relevant.

Knowledge empowers. Ignorance separates.

NOW WHAT?

It’s time to burst that filter bubble and give us control over the selection of sources of information. I don’t need Yahoo to determine what types of news stories will appear when I switch on my computer.

I want Facebook to be more about sharing and less about selling. I want parents to care more about their children than about their smart phones.

I want drivers to switch off their Blackberries and pay attention to the road. I want more people to be in the moment, instead of describing it on some electronic device.

That’s all great in theory, but here’s the question that’s been haunting me:

Will that ever happen or did we pass a point of no return?

5:24 PM. I am a practitioner of Positive Pessimism.

5:25 PM Hoping for the best. Expecting the worst.

Paul Strikwerda ©nethervoice

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Winning an Audition. Losing the Job.

by Paul Strikwerda in Articles, Career, Journalism & Media, Promotion, Social Media 13 Comments

She jokingly called her students “germ bags” and described school parents as “snobby” and “arrogant.”

On Facebook.

As a result, this Massachusetts math and science teacher lost her $92,636-a-year job.

A waitress at a pizza restaurant in uptown Charlotte was fired after making derogatory remarks about customers who’d made her work an hour past the end of her shift and only left a small tip.

On Twitter.

Comedian Gilbert Gottfried lost his job as the voice of the Aflac duck, after the insurance company found out he was tweeting “jokes” about the devastating tsunami in Japan.

Free speech is a wonderful thing, as long as you realize who’s listening. Big Brother is following you. He might even be a

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8 Things I Hate About You

by Paul Strikwerda in Articles, Internet, Social Media 80 Comments

It’s one of those mornings. I just put on my grumpy pants and I’m not in the mood to write a brilliant article.

I just need to vent about social media.

The non-event that triggered the outburst you’re about to enjoy, is at the top of my list:

1. Robotic requests to connect, befriend, recommend or refer.

You know what I am talking about. Automated messages such as:

“I’d like to add you to my professional network on LinkedIn”.
“You are a person I trust…”

Give me a break! Do I know you? Have we

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Cold Calling is Dead

by Paul Strikwerda in Articles, Career, Freelancing, Journalism & Media, Promotion 41 Comments

Is there a cure for the common cold call, or should we just let it rest in peace?

Before you start reading, let’s do a quick experiment. In a moment I am going to list four things.

As soon as you see number one, simply label your very first response as either positive or negative and move on to the next word.

Are you ready? Here we go:

– Telemarketing

– Cold calling

– Do-Not-Call Registry

– Networking

So, what’s your score?

Do you think your reaction is unique or universal?

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Dealing with non-English speaking clients

by Paul Strikwerda in Articles, Career, International, Internet, Journalism & Media 18 Comments

Thanks to the internet, any business is now a global business. Getting through to non-native English speakers can be a serious challenge. But just because your client knows a few English words, doesn’t mean he understands everything you’re saying. Here’s how not to get lost in translation.

“I have a good one,” I said to my friend from France.

“Why do gun-carrying Americans usually wear short-sleeved shirts?”

“No idea,” he answered. “You tell me.”

“Because they believe in the right to bear arms.”

Silence…

“Sorry, but I don’t get it,” said Philippe. “Explain.”

“Well,” I said, “I can try, but I don’t think it would make the Second Amendment any funnier.”

“Oh, was it supposed to be funny?”

“Well, Philippe, some people think that puns are bad by definition.”

“What’s a pun?” Philippe wanted to know.

Have you ever had a conversation like that? All along you…

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