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The Golden Era of Social Media

October 14, 2015

Will we look back at this time and talk fondly of the ‘golden era’ of social media….?

I write this as we have just heard that Twitter have announced that they are laying off up to 336 people, 8% of their workforce. When the most beneficial of all the social media platforms has reached this point it makes you wonder.

Like every other business they must make money!

Roll forward just 5 years. Will we be saying..

“It was an innocent time when for free we all opened personal accounts on Facebook, we connected with friends, shared and uploaded our pictures. It was pure, we were able to communicate and voice our opinions without interference.

Businesses jumped in and opened accounts for free and publicised their wares.

It was really enjoyable and effective with all of us being able to see content that we wanted to.

Unfortunately it all changed when it became big business (like every other business they had to make money!) and now it is just like a huge advertising platform, which no one bothers using any more because we stopped seeing the content that we wanted.

And what about Twitter …We had such fun opening accounts for free and following who we wanted and them in turn following us and interacting as much as we wanted.

Eventually they wanted all of our personal details for advertising purposes and business accounts became different to personal accounts.

Of course the ‘free ride‘ had to finish at some point – we were naive to think it could continue the way it was.

Looking back, considering all of the benefits I enjoyed I think I would have been quite happy to pay a subscription instead of seeing it ruined the way it has been.

It’s a pity it’s gone.

Do you remember when LinkedIn was free and you could connect and post content until the cows came home, all for free!

It’s ironic that it’s half as effective now as it was when it was free!

As for Instagram ..we had great fun posting fab photos and interacting and now unfortunately its full of adverts and corporates posting commercial pics that make our skin crawl!

As for things like Foursquare, Google+, Snapchat, Pinterest and Periscope …. we used them all for about 6 months and then we got bored.

As for social media taking over from newspapers and traditional media – what were we thinking?

Did we really want a world where no one was paying journalists to investigate, where great writers and columnists could not make a living, so they stopped … Crazy!

It did seem like this would happen for a while because we stupidly thought that we could get everything for free – when did that ever make sense?

Inevitably Apple, Microsoft and Google have mopped up everything online and the lesson that there is no such thing as a ‘free lunch‘ has come true.”

I miss those days and wish I could ‘tweet’ again one last time.

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Cork, Dublin, Fuzion, Greg Canty, Jack Dorsey, social media consultancy, twitter
Posted in Facebook, LinkedIn, Social Media, Twitter | 1 Comment »

Recommendations Rock!

April 21, 2015

Do you remember the old days of the “reference“?

That magic piece of paper from a previous boss or the parish priest that says you are a great person and someone who can be trusted to do a good job!

These pieces of paper were little treasures that we kept safe and produced when required on interview day.

Even now whenever any of our team move to pastures new (why anyone would ever leave Fuzion is a mystery to me!) they ask us for a ‘reference‘.

They clearly don’t need it for the job they have just accepted but they might end up using it for the next role they go for. More than likely whenever it will be used it will be at least two years old.

This reference is written in the knowledge that it will only ever be shown privately in very specific circumstances.

For me the ‘real’ references are the recommendations that appear on your LinkedIn profile.

As far back as April 2010, Fortune magazine in an article about LinkedIn were advising that “if you were serious about your career then you should be proactive about getting recommendations“.

These are much more powerful that the traditional ‘reference‘ in my view. This is someone going on record for everyone to see that “Greg is a great fella“. A good recommendation on your LinkedIn profile by a credible person speaks volumes about you as a prospective employee or as service provider.

Furthermore a bank manager, a landlord or a supplier might find such a recommendation just as beneficial.

I get asked a lot by people about how to go about asking for a recommendation. If you have done a great job for a boss or a customer then it’s appropriate to ask and mostly they will be happy to oblige (they must be a LinkedIn user).

Ironically one of the best ways to get a recommendation is to first give one. This is a powerful gesture between you and that person – there is nothing wrong in recommending your boss (a very fair person, who I thrived under, who gave me fantastic direction etc) or a customer (a pleasure to deal with, very professional and fair) .

On LinkedIn once you recommend someone the question is then asked of them “would you like to recommend Greg“.

I must practice what I’ve been preaching and write a few recommendations

Who is first? …

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Fuzion, Greg Canty, linkedin, Recommendations, social media consultancy, social media training
Posted in Personal Branding, Personal development, Personal Marketing, Recruitment, Social Media | Leave a Comment »

LinkedIn and Temptation

March 22, 2015

I remember a few years back being asked to give some LinkedIn training to the senior team in a large company.

When I was asked to give the training my contact stressed that I wasn’t to mention that it was a popular platform for job hunting and for putting your CV ‘out there‘. Apparently their financial department had recently been poached en masse and they were putting this down to LinkedIn so it was a delicate issue.

I carefully went through my presentation and removed any references to job hunting or it being a platform for hosting your ‘online 3D CV‘.

I duly arrived, started my presentation and just 30 seconds into the session the first question was fired at me “Isn’t LinkedIn just a great place for finding a new job?“!

It was clear I wasn’t going to get away with avoiding the ‘elephant in the room‘.

Personally I see LinkedIn as a lot more than a place for online CV’s.

It has been a fantastic way for me and Fuzion to highlight our services, to make new contacts and great connections and to really drive our visibility. We blog frequently and we push our blog posts on LinkedIn and it helps showcase out team and their expertise.

However I must admit that the ‘CV’ dimension and the increased focus on job adverts combined with the relative ease of finding and targeting possible candidates is starting to have a huge impact on employees and employers. It has had an impact on our business.

Unfortunately I feel it can be detrimental to both employees and employers and if we are not careful this will only get worse.

Temptation..

In the good old days (I started my first proper job in an accountancy office in 1982) we took a job and tended to stay with companies for quite a while. In many cases we worked our way up the ladder through a combination of experience and on the job training.

Generally the senior long serving team members would live and breathe the organisations they worked for and they tended to have a deep practical knowledge of them including the ethos and core beliefs that the places were built on.

When the job stopped interesting and challenging you, when you stopped learning or when the career progression stopped then it was a natural time to start looking for a new job.

At this moment you started flicking through the job pages in the newspaper on a Friday and you might even register yourself with an employment agency. It was a very considered process.

Now things have changed significantly ..every single day anyone with a LinkedIn profile (there are over 1.4 million people in Ireland) can receive a job enquiry, a little temptation is dangled in front of them and long before they have even considered looking for another job their head has been turned and they are unsettled.

Two of our team left in the recent past and the story was the same for both of them “You know me, I love it here. I wasn’t even looking but they contacted me and the offer was so good I couldn’t resist“.

While this is a detrimental issue for employers who now have to contend with much higher staff turnover it is even more detrimental for the individuals who are letting their heads be easily turned.

Before their full skill-sets are developed and they have a chance to grow in their roles they are off and starting again, never reaching their full potential anywhere.

Technology has clearly changed all of our lives and in the workplace these changes are very significant.

Avoiding temptation..

This new temptation is detrimental to everyone and we need to take a little control back to limit how detrimental it is.

For the individuals that are tempted have a really good think before you allow your head to be turned – is this temptation really the best thing right now for your development and your long term career?

For employers who are tempted – do you really want to take someone on who has their head turned that easy? This won’t be the last time their head will turn!

Temptation ..no thanks!

Greg Canty

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Tags:Cork, Dublin, Fuzion, Graphic Design, Greg Canty, linkedin, Marketing, PR, temptation
Posted in LinkedIn, Management, Personal development, Recruitment, Social Media | 2 Comments »

You get what you pay for – maybe you get a lot less?

March 9, 2015

You get what you pay for ..maybe when you pay you get less?

At nearly every talk I attend about social media these days a business Facebook user asks the question about the crashing reach of their posts – a few years ago when you posted something this post would reach a large number of your users (fans) who had signed up and followed your page.

Over the last few years the ‘reach’ of your posts has been crashing and we are now at a stage when some posts will get just a handful of views.

PR versus Advertising

A savvy customer will believe editorial or an article they read a lot more than an advert – a standard mechanism in the PR industry values media coverage three times more than the equivalent advertising space. (Have a peep at a blog post that our own Edel Cox has written on the topic).

After all if you pay to say you are great it’s not worth as much as someone else saying you are great!

The very same argument can be applied to your posts on social media.

As we have mentioned above Facebook have well and truly entered the ‘show me the money‘ era as fans of your page are no longer seeing your posts that they have signed up to see. Sooner or later this moment was going to come as all the social media platforms must make money just like any other business.

If 10% of your fans are seeing your posts then you are doing extremely well. From my experience those doing better than this are generally either giving away bucket loads of free stuff or have fallen into the trap of posting irrelevant funny videos.

The only way to really ensure that your fans are seeing your posts is to ‘boost‘ them. This is done simply by paying a few quid (the amount will vary depending on how many fans you have) to ensure that your post is pushed out by Facebook to your existing fans and beyond that if you wish.

The big problem with this approach is that suddenly these posts appear in your fans timeline with the word ‘sponsored‘ above them. Your post that was never intended to be an advert has now become an advert and just like the PR versus advertising argument its value has reduced to a third.

In my view the only way around this is to find other ways of talking to your “tribe” – we need to post frequently on Facebook (carefully choose the times that your audience are online) so that we are not fully reliant on the adverts, we must start using the other social media platforms such as Twitter or Instagram (which are still relatively “pure”) or try to get your fans to sign up for your e-newsletter, which isn’t quite as conversational.

The important thing, however you go about it is that your tribe believe and trust what you are saying to them

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Advertising, Cork, Dublin, Fuzion PR, Graphic Design, Greg Canty, ireland, Marketing, social media consultancy, Training
Posted in Advertising, Facebook, Marketing, Social Media | 4 Comments »

Personal branding and your Coat of Arms

January 12, 2015

There is a lot of talk these days about the importance of your ‘personal brand‘; how you always need to be aware of it, how you should project it and how you should protect it.

It is talked about in marketing circles as if it is a new thing and that it is borrowed from the world of products and companies, which all have their own branding that we can easily relate to.

The comparison to products, services and companies can be a little disturbing at first – surely we are human beings and not products (many may disagree!)? After all we have feelings, thoughts, opinions, beliefs, passions, we want to be appreciated and valued and we definitely don’t want to be treated as commodities.

If we forget about the comparison to products and companies it gets easier and we can start to appreciate what our personal brand really means. Our personal brand is our story, it is what we represent, it is what we believe in, it is what motivates us, it is who we are. If you deal with me this is what you get.

The challenge is to properly project our story so that others get what we are all about.

In ancient times the personal brand for our family was captured in our family crest or our coat of arms.

A coat of arms is described as a unique heraldic (a visual way of signifying rank) design on a shield or surcoat. A surcoat, and subsequently a coat of arms was used by medieval knights to cover, protect, and identify the wearer. The coat of arms symbolises the heraldic achievement which consists of a shield with a crest and motto.

These coats of arms came into general use by feudal lords and knights in battle in the 12th Century. By the 13th Century their use had spread beyond the battlefield to become a kind of flag or logo for families in the higher social classes of Europe, inherited from one generation to the next.

Your coat of arms or crest was effectively a way of telling a story about your family and what they represent.

In the case of the ‘Canty’ crest:

the core blue colour in the shield represents Loyalty and Truth (good traits I’m sure you will agree!)
the use of yellow represents Generosity (the drinks are on me ..very true)
the Chevron (the upsidedown ‘V‘) denotes Protection. Apparently this is often granted as a reward to one who has achieved some Notable Enterprise (woohoo!)
the crescents signify one who has been ‘Enlightened and Honoured by his Sovereign’ (hmm..what did we do to deserve this?)

While this captures and projects a ‘story’ and a set of values and beliefs for my family in many ways it also sets a standard and creates an expectation about our behaviour – something that we all need to live up to.

Ironically the use of the coats of arms evolved over time and started to be used by commercial companies, which are effectively the origins of the modern logo.

Telling your story today

Today we don’t carry around a shield (just a business card..) and we don’t wear a suit of armour so communicating our story can be a little bit more challenging!

The face to face personal experience has always been the most important part of our story. How we look, how we dress, how we speak, how we behave and what we do are powerful ways of telling this story. Those who interact with us get to experience our ‘personal brand‘ up close and hopefully they will carry with them a positive version of our story.

For those at a distance our modern day coat of arms is our blog, our Facebook, Twitter, LinkedIn and other social media accounts. This is where we get a chance to show our photo, detail who we are, what we have learnt, what we have done, what we believe in and then bring all of this to life through our regular conversations and interactions.

In Ireland alone there are 1.4 million LinkedIn users. The most common activity of these users is looking at other people’s profiles. I wonder why..

How is your coat of arms looking?

Greg Canty

Greg Canty is a Partner of Fuzion who offer Marketing, PR and Graphic Design services from our offices in Dublin and Cork, Ireland

Tags:Coat of Arms, Cork, Dublin, Fuzion PR, Graphic Design, Greg Canty, ireland, Marketing, Personal Branding
Posted in Branding, Personal Branding, Personal development, Personal Marketing, Social Media | Leave a Comment »

Take me to the “nice” church

December 22, 2014

When I do my social media courses I do a simple exercise to get the participants thinking about their online etiquette.

I ask them the following question: “What are the characteristics of people that you like doing business with?”

I see the puzzled look on their faces with many thinking ..I thought I was here to learn all about social media?

After a while they get into the exercise and I get a list that normally includes characteristics such as honest, reliable, efficient, decisive, knowledgeable, trustworthy, helpful and professional. (I do get a few mentions for ‘people who pay their bills’!)

These are big things but I also get softer characteristics, which are just as important such as passionate, optimistic, humorous and I even get a few saying I like people who are ‘like me‘!

A simple but yet powerful word that wraps a number of these things together is the word ‘Nice‘. In all of those business courses and management books do we ever hear about the magical power of being ‘nice‘ and what it can do for you?

I found myself proudly reading an article recently about my son, Brendan Canty (www.feelgoodlost.me) who directed the Hozier ‘Take me to the Church’ video, which has until the moment of writing incredibly received nearly 52 million views on YouTube.

This is one of these miraculous stories where a music video, which was done on a shoestring budget for an up-and-coming hugely talented artist called Hozier went global. The day after the filming Brendan told me that Hozier was playing in the Pavilion in Cork and that I shouldn’t miss it. Pathetically I was too busy and missed a special intimate gig as a tiny crowd were lucky enough to witness a star who was about to be born.

Brendan played me the video in the Fuzion office before it was set live and we all knew it would be special …it was a great song, with a powerful theme all captured brilliantly by Brendan and Conal of Feel Good Lost and featuring a bunch of enthusiastic volunteers.

The video erupted instantaneously online as soon as it was published and in no time it had a lot of tongues wagging and the media caught hold of it. When the Huffington Post featured it you could feel it had the potential to have a huge impact globally. Hozier deservedly won a record contract soon after and has gone onto be a huge success internationally.

You might think that Andrew Hozier-Byrne might forget about the enthusiastic troop who made this video as he laps up his newfound fame but at every opportunity this ‘nice‘ gentleman always mentions the role that Brendan and the guys played in his success.

In Brendan’s interview he was asked about how he got his first breaks in the industry and I was proud to read what he said: “I started reaching out to people online and they started reaching out to me. People are basically nice if you’re nice to them”

Nice works online and come to think of it nice works offline as well..

Take me to the “nice” church!

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Brendan Canty, Feel Good Lost, Hozier, Nice, Take me to the Church
Posted in Music, Parenting, Personal Marketing, Social Media | 5 Comments »

Feeding the fly on the wall

October 5, 2014

In many ways we are all a little curious..

What are they really like, what is she like, are they nice people, what is the spirit of the place, what do they really believe in, is it all about profit, what does he do in his spare time, what experience does she have, what happens behind the scenes, what is their process, how committed are they to results, what are they passionate about, what is it like to work there, what are the people like that do the real work that we never get to meet?

At times we would love to be a fly on the wall to see first hand what the real story is so that we could really get a sense of that person, that business, that organisation – can we believe in them enough to trust them and maybe even do business with them?

Next time you tweet, post on Facebook, write a blog post, publish a photo, update your bio or post on LinkedIn think about that fly on the wall and feed him well!

Greg Canty is a partner of Fuzion

Contact me if you are interested in the Power You online reputation programme which I will be starting soon in Dublin and Cork: greg@fuzion.ie

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Cork, Dublin, Fly on the Wall, Fuzion, Greg Canty, ireland, social media consultancy, social media training
Posted in Blogging, Facebook, LinkedIn, Marketing, Personal Marketing, Social Media, Training, Twitter | 3 Comments »

15 Incredible social media tricks to send your campaigns into orbit!

August 24, 2014

The whole team are busy working on a plan for a ‘hot prospect‘ that we would love to win.

We brainstorm together. first ensuring we all understand the brief, and then we agree the key objectives and what we need to achieve by the plan. We then assign the different parts of the plan to the different team members who are best suited for each element and we go to work.

Often I will work out the social media strategy and the plan for the ‘new client‘ and when all our different parts are done we reconvene and review the collective plan making sure all parts work together – Fuzion!

I went off and worked on a plan that I felt would work for this new client who were targeting a stylish, cool and savvy social media audience.

My crew pulled me aside and told me my they thought my plan was boring – “the client have big expectations from you around social media and we need to ‘wow’ them. What you have put together is boring and won’t achieve that wow“. Ouch ..that was harsh!

Now here is the dilemma ….everyone wants the big trick, the big wow, the magic moment that sends their plan into orbit but I find 100% of the time that you will never ever get near the possibility of this happening unless you first get the basics right. In particular with this target audience I also felt they would see any tricks and gimmicks as trying too hard.

Unfortunately the big trick is actually doing the boring basics right and being diligent enough to do this consistently day in day out, including those days when you are up the walls and your social media posts seem trivial and a waste of precious time. Because I believe this I find it hard to pop out tricks and gimmicks in a genuine plan.

I guess I wrote a social media plan for this prospect that was designed to succeed, which probably did read as very boring and ‘trickless‘ but unfortunately that’s what I believed was needed.

In a way there were huge ‘tricks’ in the plan even if they appear boring:

Get your objectives and key messages right and stick to them
Concentrate on the main social media platforms and until you have these up and running properly forget about the others
Make sure all the key imagery used is strong and supports these objectives
Have a clear follower strategy
Post regularly and at times when you know your target audience are watching – that isn’t once a day!
Make sure that the posts are well balanced covering all of your key messages
Stop selling, be helpful, craft your posts so that your unique personality shines through
Use great and natural photos that show the best, authentic version of the organisation and not something plucked out of a corporate brochure
Apply some advertising budget to carefully push your message out to the target audience
Don’t always talk about yourself and start interacting with others
Listen to your target audience and get the ball rolling with your followers
Write blog posts that really show your unique personality and not just facts
Train your internal team so they can look after your social media (always the best option)
Organise your team so that social media activity is always looked after
Keep doing it!

Reluctantly I agreed to a ‘wow’ social media brainstorm with the team and we did add a few quirky ideas, gimmicks and tricks because if we want to ‘wow’ them we have to give them what they expect but I did make sure the real ‘tricks’ were still in the plan.

When they master the real ‘big tricks’ those ‘wow moments’ will occur naturally and then they will be ready to fly into orbit!

Greg Canty is a partner of Fuzion

Fuzion offer Social Media Consultancy and Training in Dublin and Cork

Tags:Cork, Dublin, Fuzion, Greg Canty, social media consultancy, social media training
Posted in Marketing, Social Media | 2 Comments »

Hashtags and Breadcrumbs

June 6, 2014

I see the confused look on their faces and Hashtags are often just one step too far!

“What is all this hashtag business?” I get asked.

At times it does feel like we are talking another language…

At my social media courses I think it is the one thing that definitely seems to bother people the most. It is a step too far: On Twitter they understand followers, they get following and know that tweets must be less than 140 characters but the mere mention of Hashtags and it seems to add that Tipping Point of confusion that never fails to get a few moans and groans of exasperation. Too much!

So what the hell are these nasty things and how and when might you use them?

In very simple terms a Hashtag is a means of adding a “tag” or label to a post (tweet) on Twitter by using the “#” symbol followed by a continuous set of characters. This is normally a word or a few words joined together.

For example if I prepared a tweet about a new shop opening in town I might tweet “Great to see a new shop opening on Grafton Street #Positivity“

When you do this on Twitter it automatically changes the colour of this text, making it stand out and it also adds some “link” functionality to that word(s). If you click on this “link” Twitter will display a list of all the tweets where this hashtag was used.

In a way it gathers them together, which is really handy if it brings the reader to a bunch of tweets about a topic they were very interested in.

While Twitter will track popular topics and show you the keywords that are used most frequently in posts (trending) it will also track the most frequently used hashtags. If everyone who is talking about a popular topic uses a particular hashtag to label these posts it not only gathers them together but it also helps to get the topic trending.

So when might I use a hashtag?

For me the single biggest advantage to the use of a hashtag is the simple colour change to that keyword. The text appearing in a different colour draws the readers attention to it and when used properly it can help to communicate the subject matter of that post. The link functionality as discussed earlier is an added bonus.

You can use your own hashtags (there is no ownership of them) or decide to join in on conversations about topics where a particular hashtag is being used already and use it in your posts – this can give you and your tweet visibility if this topic has stirred up a lot of interest.

For me a hashtag can be used in a powerful way to signify a Key Message of yours or a significant “Breadcrumb” (click that link for my blog about key messages) that you wish to leave behind about you and your business for the reader.

You might use a hashtag to label posts about:

An event or concert #LondonFoodFest or #EP14 (Electric Picnic 2014)
Elections #LE14 (Local Elections 2014)
A place #Dublin
A cause #LGBTRights
A sentiment #LoveCork
An outlook #Positivity
A philosophy #WinHappy
A show #Murnaghan
Your team #LFC #YNWA
Publicising job opportunities #Jobs or #JobFairy

You can use the hashtags in very many ways to suit the occasion and to draw extra attention to the point you want to make or a particular keyword(s) in your post.

You will find the more progressive TV shows will encourage the viewer to tweet about a topic being discussed and will suggest a hashtag to use – in a way the viewer is asked to “join the discussion“.

Hashtags are also appearing in adverts for brands, where they are often used to help create an association for the consumer between a sentiment and the product or service #LoveLife.

For me hashtags are used best when you decide on a “family” of these, which should be used consistently for you and your business.

Having decided on your key messages you might devise a range of hashtags that might best be used to communicate these little breadcrumbs about you and your business.

For example a restaurant in Dublin who prides themselves on using local artisan suppliers, who have an extensive menu with good gluten free and vegetarian options, who stock a range of craft beers and is very proud of the city and who offer free treats on a Tuesday, might regularly tweet using hashtags such as:

#SourceLocal #Artisan #GlutenFree #VegMenus #CraftBeers #LoveDublin #TreatTuesday (hopefully not all at the same time!)

When you are posting you are best keeping your hashtags as short as possible, memorable and try to use them just one at a time in tweets. Used consistently and in the right context you would be surprised how quickly a place gets known for these things.

For example when I tweet I use hashtags a lot to draw attention to particular things in my posts and the ones I use most frequently are #Positivity (when talking about good news or job announcements) #WinHappy (when talking about Fuzion – this is a core philosophy) #FuzionFriday (when talking about our Friday lunch with the team) #FuzionPlaylist (when I mention the music playing in the office).

It amazes me when people play these back to me (“I’d love to join ye for FuzionFriday some day”) in the context that I intended and I then realise that I have managed to convey our key messages effectively by using this simple Twitter device.

I do fully understand people’s frustration with all of this new media and it’s quirks and idiosyncrasies but most of it is built to be easy to use ….once you know how!

You may prefer not to use hashtags at all (sometimes there may be no need) but if you want to get that special message across then start using this new language…

#HashtagHeaven

Greg Canty is a partner of Fuzion Communications

Fuzion Communications offer Social Media Consultancy and Training from our offices in Dublin and Cork

Tags:Cork, Dublin, Fuzion PR, Greg Canty, ireland, social media consultancy, social media training
Posted in Branding, Marketing, Positivity, Social Media, Twitter, Web Marketing | 6 Comments »

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