How to be a better networker for people who hate networking

With Sarasota Summer Showcase just around the corner (June 27), we thought this article from The Washington Post was very relevant and helpful for our members who are not very keen with the ins-and-outs of networking.


Most species hang out only with family members. Everybody else is a potential enemy. Good ol’ Homo sapiens have been successful because we’ve extended the definition of family by using mutually agreed upon stories — “fictive kinship” as Israeli researcher Yuval Noah Harari points out.

Families are not merely blood relatives. We’re in many families: We’re Americans. We’re IBM employees. We’re on the same softball team. Most simply, we’re friends. This allows us to collaborate on a scale that’s impossible for other animals. This is the secret to our success as a species. It’s also the secret to your success as an individual: friendship.

networking

Even so, you might feel awkward about going up to that person who could be important to your career with what feels like the thin veneer of “friendship.” But that’s a false distinction. One of the primary things every romantic couple has in common is not magic, it’s proximity. It’s really hard to fall in love when you never encounter each other.

Sure, reaching out may feel awkward at first, but there’s no need to be afraid of networking. The truth is, we often underestimate by as much as 50 percent how much others are willing to help us when asked. Remember, the rule of thumb is simple when making friends: Assume other people will like you, and they probably will. Here are some other tips to help you become an effective networker.

Start with the friends you already have

Research shows that one of the quickest and easiest ways to boost your network isn’t to pass your business card out on street corners; it’s to reconnect with old friends. And there’s no sleazy element to it at all — they’re already your friends. You just haven’t caught up with them in a year. Go through your Facebook friends list, your LinkedIn connections, or your address book, and send a few emails every week, asking, “What’s up?” Research shows that those dormant friendships can actually be bigger boosters to your career than any new connections you make.

Find your ‘Superconnectors’

Not all people in a network are created equal, contact-wise. Northwestern University professor Brian Uzzi and journalist Sharon Dunlap did research and found that there’s an 80/20 rule of sorts in networking. You probably met the vast majority of your friends through a handful of “superfriends” — your buddies who are the most socially connected. So when it comes to trying to expand your network and make new friends, do what works. Reaching out to these “superfriends” and saying, “Whom do you know that I should meet?” will produce disproportionate results.

Make the time and the budget

People say they want to increase their networks but few really make it a priority, dedicate time for it, or commit something specific to it, such as “I’m going to allocate an extra $50 a week to having coffees and lunches in which I connect with people.” Entrepreneur and best-selling author Ben Casnocha saw that top networkers committed a certain amount of time and money to their networking goal so that when opportunities came up, they didn’t hesitate.

Join groups

No, not some corny “networking group.” Again, that’s awkward and borderline gross. Do you know a bunch of friends who have lunch every week? How about a group that watches football every Sunday? A book club at work? These are fun, passive ways to make sure you stay in the mix and connect with others organically.

Always follow up

We all meet people but we rarely take the time to follow up and actually begin a friendship. Analyzing 8 million phone calls between 2 million people, researchers at Notre Dame found that what makes close friendships endure is simply staying in touch every two weeks. Now, you don’t need to connect with people that often if they’re not close friends, but the principle still stands: Checking in every now and then matters.

Just like your mother taught you, say thank you

Research from the journal Cognition and Emotion shows that gratitude is the quality that makes people want to spend more time with you. Gratitude is the tactical nuke of happiness and the cornerstone of long-lasting relationships.

If it’s that simple — just taking time to say thanks — why don’t we all do it? Researchers call it “hedonic adaptation.” I call it “taking things for granted.” When you first get your new house, it’s the greatest thing that ever happened to you. A year later, it’s that money pit that needs a new roof. The joy of the new never lasts. And this happens with everything.

Making time to feel gratitude for what you have undoes the hedonic adaptation. And what’s the best way to do this? Thank the people around you. Relationships are the key to happiness, and taking the time to say “thanks” renews that feeling of being blessed.

So here is my final recommendation: Do a gratitude visit. This isn’t just some cute idea. Research by psychology professor Martin Seligman at the University of Pennsylvania shows that doing a gratitude visit is one of the most powerful ways to feel happier and to make someone else happy in the process.

It’s quite simple. Seligman says to write a letter of gratitude to someone. Make it concrete; say what they did for you and how it affected your life. Then set a time to sit down with them, but don’t say why. When you meet, read them the letter. Both of you will be happier for it.

An email or text is fine, too. Studies show gratitude gives our friendships a “booster shot” and predicts relationship satisfaction. Gratitude doesn’t just help friendships. It also improves work relationships. One study showed that although we say “thanks” regularly to family, only 15 percent show gratitude at work. And 35 percent of those surveyed said their boss never says it.

You’re not too busy — and neither are they — for a brief show of sincere gratitude. You may think they already know how you feel, but showing it is where the real magic is.


This article is By Eric Barker and adapted from “From Barking Up The Wrong Tree: The Surprising Science Behind Why Everything You Know About Success Is (Mostly) Wrong.” Copyright © 2017 by Eric Barker. Reprinted with permission by HarperOne, a division of HarperCollinsPublishers. Barker’s popular blog can be found here.


View original article in The Washington Post

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For Third Straight Year, Sarasota County Schools Lead State in Pell Grant Pursuit

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The Talent4Tomorrow Partnership, a collective impact team of local organizations focused on increasing college and credential attainment in Sarasota County, announces that the Sarasota County School District has been recognized as having the highest FAFSA (Free Application for Federal Student Aid) completion rate in the state, according to the Florida College Access Network (FCAN). This is the third year in a row that Sarasota County has been named number one in the state for “Large Districts” in FCAN’s annual Florida FAFSA Challenge.

2018 FAFSA Photo 1

Completing the FAFSA is the first step to accessing financial aid for college, as well as a leading indicator of college attendance. But research indicates that Florida high school graduates leave behind over $100 million in federal Pell Grants alone by not completing the form. Through targeted efforts developed by Talent4Tomorrow in partnership with the school district, 47.8% of Sarasota County high school seniors completed the FAFSA as of March 31, 2018. According to FCAN, the incremental increase in FAFSA completion over the last two years has resulted in approximately $800,000 in additional Pell grants available for Sarasota County graduates to pursue their higher-education goals, with the average student award approximately $4,000.

“The Talent4Tomorrow initiative demonstrates an example of a true collaboration between a broad range of organizations coming together for a common goal – the future of our community’s youth.  The Chamber believes strongly in this alliance and the outcomes are a testament to the strength and commitment that the partners bring to the table,” said Kevin Cooper, President of The Greater Sarasota Chamber of Commerce which serves as the ‘backbone’ organization for Talent4Tomorrow.

Innovative Strategies

Talent4Tomorrow partners worked with the District to implement several strategies that assisted graduating high school seniors and their families with completing the financial aid form. Talent4Tomorrow hosted FAFSA labs at high schools, with support from local college financial aid officers and other community volunteers, to assist students and their parents in the application process. It also implemented a communications plan to raise awareness about FAFSA that included flyers, text messages, emails, classroom visits, morning announcements, outreach to youth-serving partners and the faith-based community, press releases, and social media posts.

2018 FAFSA Photo 2

The Partnership developed some new techniques this year, such as the innovative use of Snapchat geofilters, introduced by CareerEdge Funders Collaborative and piloted at Booker High School. A geofilter is similar to a frame or sticker that can go on a Snapchat photo and is shared with the user’s friends. An organization or individual pays to have the filter available in Snapchat for a specific location and period of time. With approval from the school, the electronic FAFSA lab filter was made available in the cafeteria for the students. On lab day alone, the filter was swiped by 367 students, and 64 of them posted these framed photos on their account, which resulted in 2,900 views of the FAFSA filter.

According to FCAN, Booker High School had the second-highest completion rate improvement in the District compared to last year, with a 9% increase.  The Snapchat strategy was seen as a positive application of a platform used by students daily. The Talent4Tomorrow Partnership plans to expand the use of this social media tool next year and will continue to look for ways to engage and connect with students on the value of completing the FAFSA.

Support for these programs and events comes from Gulf Coast Community Foundation, the Charles & Margery Barancik Foundation, and Community Foundation of Sarasota County, with matching funds from the Florida Philanthropic Network through its College Access & Success Initiative (CASI), which is supported by the Helios Education Foundation and The Kresge Foundation.

More information about FCAN and the FAFSA Challenge Winners is available here.


About the Talent4Tomorrow Partnership

Talent4Tomorrow was launched by the Greater Sarasota Chamber of Commerce in 2013 to cultivate a competitive regional workforce by developing a talent pipeline for area students to enter local jobs that are in high demand. Initially a broad-based regional business and education collaborative, it has since sharpened its focus on improving college attainment for Sarasota County youth. It serves as Sarasota’s “Local College Access Network,” or LCAN, coordinating the diverse efforts of a team of community partners to increase college and career preparation, access, and completion. It is one of nine such regional groups, representing 22 counties, aligned with the statewide Florida College Access Network (FCAN). Leadership of the collaborative includes the following organizations: Charles and Margery Barancik Foundation, CareerEdge Funders Collaborative, Community Foundation of Sarasota County, Education Foundation of Sarasota County, Gulf Coast Community Foundation, Sarasota County School District, The Greater Sarasota Chamber of Commerce, UnidosNow, and United Way Suncoast. Additionally, more than 30 other nonprofits, businesses, and educational institutions participate as implementation partners, making it possible to deliver programs and services to students and their families.

How to Make Facebook’s 2018 Algorithm Change Work for your Business

As you may already be aware, on January 11, 2018, Facebook announced a major change to its News Feed algorithm that will profoundly impact brands’ ability to reach people on Facebook through organic distribution. The change prioritizes interactions between friends and family over company-generated posts, meaning that content consumed directly from business pages on Facebook will shrink and content that is shared & talked about between friends will grow.

In particular, posts that generate “interactions” such as comments and shares will be weighted more heavily than a post that generates just likes or reactions. In addition, posts with longer comments will be weighted more heavily than those with short ones.

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“Interactions” is the new “Engagement”

Many news organizations and blogs are decrying the move, using terms such as “apocalyptic”, “betrayal” and “nail in the coffin”. We here at Reshift Media are not quite as pessimistic as others about the changes. We believe that the reduction (or even the possible elimination) of the “engagement bait” posts that have been dominating Facebook’s News Feed for far too long is a major opportunity for high-quality organizations with strong customer engagement strategies to finally stand out from the crowd.

Declining organic reach is nothing new. Facebook has been decreasing the amount of organic reach brands are able to achieve for some time – from 50% to 20% to 10% to 5% and most recently down to around 2.5%, on average. Smart brands and agencies that have already been pursuing engagement strategies and building solid content to adjust for this declining reach should see less impact than brands whose Facebook content gets little shares or comments.

The changes to the News Feed are happening quickly, so we recommend brands and agencies adjust their Facebook strategies as soon as possible to minimize the impact to their reach. We have several recommendations that brands can pursue to not only survive, but potentially thrive, on Facebook going forward.

How Facebook’s News Feed is Changing

Facebook announced last week that they are updating the News Feed algorithm to prioritize posts that create conversations and interactions between people. In their definition, these are posts that people share and react to, and that “inspire back-and-forth discussion” in the comments.

“We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

– Mark Zuckerberg, CEO, Facebook

Mr. Zuckerberg also stated that people browsing Facebook will see more content from friends and family and less from brands and publishers. In addition, posts that generate comments, shares, and messages will be prioritized more than posts that only generate likes. Not only that, but Facebook has also stated that posts with longer comments will be weighted more heavily than those with short ones, as longer comments indicate a greater level of engagement with the content.

“As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”

– Mark Zuckerberg, CEO, Facebook

Of particular note is that Facebook has explicitly said that pre-recorded videos, no matter how entertaining or informative they are, will be de-prioritized in the feed as watching video tends to be a more “passive” exercise that typically does not inspire much conversation. This is a major reversal for Facebook, as video has gained incredible prominence in the News Feed in recent years and has been an effective way for brands to organically generate reach and engagement.

“There will be less video. Video is an important part of the ecosystem. It’s been consistently growing. But it’s more passive in nature. There’s less conversation on videos, particularly public videos.”

– Adam Mosseri, Head of News Feed, Facebook

However, Facebook has specifically called out live video as a continuing opportunity, citing that live videos tend to generate six times as many interactions as regular videos, which is the type of person-to-person interaction they are looking for in the updated News Feed.

A bit of a surprise to some people was that both Mark Zuckerberg and Facebook vice president Adam Mosseri have mentioned Facebook Groups as a growing opportunity for person-to-person interactions. In fact, Mr. Zuckerberg specifically mentioned Groups alongside friends and family as an area of content people can expect to see more of in their News Feed. This is something that has been in the works for some time, as Facebook has been recently increasing their focus on Groups and implementing several improvements. The company held its first ever “Communities Summit” in June 2017 where they announced a number of new features for Group admins to support their communities on Facebook, which looks to have been a precursor to this latest New Feed update. They also announced Groups for Business pages, allowing brands to create their own distinct communities and feeds.

“You can expect to see more from your friends, family and groups.”

– Mark Zuckerberg, CEO, Facebook

The timing of the update has not been specifically outlined, but Facebook has indicated that the philosophy of encouraging “social interactions” more than “popularity” will be rolled out across all of their products over several months. The News Feed is the first area that will see these changes, which are expected to be rolled out very quickly.

Why Facebook is Changing the News Feed

Although many people have speculated that these changes are being made in response to the issues Facebook has faced regarding “fake news,” the company is has indicated that the update is not aimed at their ongoing efforts to address this concern.

“It’s not about addressing false news or other forms of problematic content, though that is a continued area of focus and investment for us.”

– Adam Mosseri, Head of News Feed, Facebook

Instead, Facebook says that the motivation for the changes is to improve people’s happiness and well-being. Instead of simply spending time on Facebook, the company says that it wants the time to be “well spent”. To support this position, Facebook has cited studies conducted by academics and by the company itself which differentiate “bad” effects of social media when it is being passively consumed versus more “positive” effects when the person is actively engaged.

Here’s a brief summary of the rationale (as provided by Facebook in a December 15, 2017 post):

The bad: In general, when people spend a lot of time passively consuming information — reading but not interacting with people — they report feeling worse afterward. In one experiment, University of Michigan students randomly assigned to read Facebook for 10 minutes were in a worse mood at the end of the day than students assigned to post or talk to friends on Facebook. A study from UC San Diego and Yale found that people who clicked on about four times as many links as the average person, or who liked twice as many posts, reported worse mental health than average in a survey. Though the causes aren’t clear, researchers hypothesize that reading about others online might lead to negative social comparison — and perhaps even more so than offline, since people’s posts are often more curated and flattering. Another theory is that the internet takes people away from social engagement in person.

The good: On the other hand, actively interacting with people — especially sharing messages, posts and comments with close friends and reminiscing about past interactions — is linked to improvements in well-being. This ability to connect with relatives, classmates, and colleagues is what drew many of us to Facebook in the first place, and it’s no surprise that staying in touch with these friends and loved ones brings us joy and strengthens our sense of community.

A study we conducted with Robert Kraut at Carnegie Mellon University found that people who sent or received more messages, comments and Timeline posts reported improvements in social support, depression, and loneliness. The positive effects were even stronger when people talked with their close friends online. Simply broadcasting status updates wasn’t enough; people had to interact one-on-one with others in their network. Other peer-reviewed longitudinal research and experiments have found similar positive benefits between well-being and active engagement on Facebook.

Others have speculated that the update is designed to force brands to buy more advertising to reach their desired audience – essentially ending the “free ride” brands have enjoyed since Facebook’s inception. While we can’t say if this is indeed one of the motivations driving the update, there is little doubt that the change will result in brands spending more ad dollars on Facebook to reach their current and prospective customers.

Facebook has publicly stated that they believe the update may actually decrease the amount of time people spend on their platform, but that ultimately people will be happier with their overall experience. If the amount of time people spend does in fact decrease, this will likely contribute to the inflation of advertising costs, as there will be more brands attempting to buy ads in an environment of shrinking inventory.

“I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.”

– Mark Zuckerberg, CEO, Facebook

This blog post is the first of a 4-part series. Read what’s next:


Jen McDonnell

VP of Content and Social Media. Jen has worked in online journalism for a decade, most recently as the Managing Editor and Director of Dose.ca

Post first seen on Reshift Media. Click here for the original post.

Your Chamber Focusing on Education & Workforce

Friday, February 2, was deemed unofficially, “Education & Workforce Day” at The Greater Sarasota Chamber of Commerce as we hosted two separate events both focused on connecting students to the local business community to enlighten young talent of the job opportunities in the area.

Experience Engineering Luncheon

The first event was the 3rd Annual “Experience Engineering Luncheon” at Suncoast Technical College, where 125 high school juniors and seniors met with engineers from 22 local companies to discuss career and educational pathways into engineering. The engineers, ranging in areas of specialty, also brought examples of their company’s products, diagrams, and project plans to help illustrate how they solve problems with engineering.

“We are honored to help connect students with local employers to ensure a pipeline of future workforce talent, particularly in the high demand STEM-related fields,” shared The Greater Sarasota Chamber of Commerce President, Kevin Cooper. “It’s through the power of partnerships with great organizations like CareerEdge and Sarasota County Schools that we are able to foster the next generation of innovators for Sarasota’s future.” Todd Bowden, Superintendent of Sarasota County Schools, advised the students at the beginning of the event, “We want you to be successful in college and in your engineering programs, but we also want you to come back when you graduate. Today is about seeing that there are great engineering careers right here in Sarasota.”

The event was hosted by the Talent4Tomorrow Partnership, CareerEdge Funders Collaborative, The Greater Sarasota Chamber of Commerce, and Sarasota County Schools Career and Technical Education Program.


USFSM-Chamber Job Shadowing Event

The second event was a pilot program by USF Sarasota-Manatee and The Greater Sarasota Chamber of Commerce to provide students with one-on-one, executive-level job-shadowing experiences with Chamber Board of Directors.

For two hours, 11 USFSM students “shadowed” local executives to learn the intricacies of their businesses, how they evolved through emerging technology, regulations and changing public attitudes, and, generally, what the executives do on a day-to-day basis.

After the session, the students and executives attended a lunch and networking event at The Chamber where the teams shared their views about the experience.

USF Job Shadow 1.jpg

The idea, according to Jay Riley, director of business development and engagement at USFSM, was to enhance the students’ education while providing “an authentic context” of the workplace.

Chamber President Kevin Cooper said one intention of the shadowing session was to convince students about the Sarasota-Manatee area’s many job opportunities.

“Awareness is a critical pathway to success,” he said. “We want students to be aware of the many opportunities present in Sarasota and employers to be aware of the homegrown talent emerging from our educational institutions.”

Both of these programs are examples of the ways your Chamber is connecting its members to the future workforce. Attracting and retaining talent in Sarasota is key to economic development and reducing the skills gap.

10 Tips To Get Your Press Release Picked Up

The Central West Coast Chapter of the Florida Public Relations Association (CWC-FPRA) hosted its annual Media Breakfast on November 15, 8 – 11 a.m., at the Community Foundation of Sarasota County and Dillon Buckland, the Communications Coordinator for The Greater Sarasota Chamber of Commerce, was in attendance to get tips and tricks for our members from the source itself.

media breakfast

The program began with a panel discussion featuring area broadcast media representatives, who discussed the ways local news outlets are reinventing themselves across multiple platforms, from traditional TV shows to social content, live streaming, and digital-only channels. Following the panel discussion, a series of rotating roundtables gave attendees the opportunity to speak with 8-10 media representatives from a variety of media formats, who offered their expertise and advice for story pitching and developing authentic relationships with the media.

Here’s a quick list of 10 tips to get your press release picked up by our local media:

  1. Develop a working relationship with your press contact.This way you can follow up easier and you already have a relationship so your story may be more likely to be picked up.
  2. Make your introduction emails with the press release personal to your press contact“I really enjoyed ____ story you did.” or “____ is why this is important to be shared with the community.”
  3. Put your “News Hat” on!if you were a reporter, would you find this to be news-worthy? Some things don’t need a press release and can be pushed out on social media.
  4. Do some research on the media outlets and compare what is written about with similar companies.
  5. Subject Lines should be straight-forward and direct.
  6. Your “Who, What, Where…” should be brief.Some media outlets get HUNDREDS of press releases a day so your press release shouldn’t go past a page. Chances are that no one is reading past the first or second paragraph.
  7. Your news can get picked up off social media, too! – Most rely on sending press releases as the only way to get news out but reporters and media look for stories off of social media.
  8. Follow-up phone calls work BUT use sparingly. – If you call on every one of your press releases, you may tarnish your relationship with that media contact.
  9. Media outlets like stories of a local business doing something regional or national.
  10. Include Photos & Videos!These can be a huge asset to getting your story picked up! High-Resolution Photos are a requirement. Videos are preferred landscape and only need to be 30 seconds. (Please note: If utilizing our press release tool, please include [Photos/Video available on request at youremail@email.com]).

This year’s media representatives included:

  • Brian Ries – Herald-Tribune, Digital Editor
  • Lisa O’Driscoll – funmoneymom.com, Blogger
  • Joey Panek – ABC7, Suncoast View Senior Producer
  • Jacob Ogles – SRQ Magazine, Senior Editor
  • Jacqueline Matter – ABC7, Anchor
  • Kat Hughes – Observer Media Group, Executive Editor
  • Richard Dymond – Bradenton Herald, Education Reporter
  • Megan McDonald – Sarasota Magazine, Digital Editor
  • Joey West – Bay News 9, Assignment Editor
  • Marcel Bauduin – WSRQ Radio, Programming Coordinator

 


If you have questions on crafting or sending press releases, please contact Dillon Buckland at dbuckland@sarasotachamber.com or (941) 556-4039.

Member Tip Monday: How Do I Improve My Organic Search Listing As A Small Business?

Search engine optimization is like weather forecasting without models and data. You open up your window and look around. You make plans and try things and look for patterns.

There are people who are happy to give you tips, and there are best practices, but ultimately it’s something that’s always evolving as algorithms are anything but constant. However, optimizing your content and site to place well is essential to minimizing your marketing spend on getting found. Here are a few tips to make your small business competitive on a local level.

Improving-organic-search

Is It Harder for Small Businesses to Place Organically?

Google’s algorithm is aimed at showcasing “valuable” sites first. Since Google is not an expert in every field it looks for indicators of a quality site. These things include:

  • Decent load times (no one wants to wait even 2 minutes for content to load)
  • mobile friendly (according to Google, 82% of smart phone users use their device to find local businesses)
  • good content (as evidenced by shares, interactions, and links)
  • good outbound links (your site is not an island. Google expects you to link out to quality websites as well)

In non-organic search, large businesses have a distinct advantage over small businesses – money. From an organic listing standpoint, that advantage dwindles. What they do have over small are exposure and notoriety. People often think first of larger businesses and may share their content more readily because it comes to mind first.

Luckily, the advantage ends there. A small business can produce content that gets recognized and shared with the same ease (or difficulty, as the case may be) as a larger company. Yes, a larger company may have a larger audience and larger staff, but creating blog content and sharing it on social media requires the same effort from both groups.

Improving Local Search

The first thing you want to concentrate on if you have a physical business location is building out your business profile on Google and other directories. Ensuring you’re listed in local search is free and doesn’t require anything more than your time.

At a minimum, claim and build out your business listing on

When you visit these directories you may find your business is already listed. Verify the details and claim it, if applicable. Be sure to fill in anything that isn’t complete, including your business hours. Information from these sites feeds local search so don’t leave fields incomplete.

Next, check out other listings such as your local chamber, YellowPages, SuperPages, and industry-specific business listings such as TripAdvisor (if you offer food, entertainment, or lodging).

Here’s where things get a little tricky. There are data aggregators that pull information about businesses and feed them to other large companies (TripAdvisor included in that). Look at your business listing. Is the information about your business correct? If not, it can be cumbersome to change. Even if you go directly to TripAdvisor for instance, they may change it on their site, but that doesn’t fix a hundred others. In this case, Moz offers a yearly service where they will push out corrected information for you to the four main aggregators of business data.

Improve and Seek Out Reviews

There have been books written on this topic on how to create a referral mindset among your customers. But simply put, you need to make sure you focus on delighting your customers and making it easy for them to tell others about you. You must also ask them to do it. There’s a lot more detail in the implementation of these ideas but that’s how you’ll improve reviews on the most basic level.

Take the time to respond to reviews, good and bad. The good ones make you shine and the bad ones give you the opportunity to improve your offerings.

Think About SEO When Creating Content

You are writing for two distinct groups – search engines and people. People need good quality content (from their perspective) that addresses issues they care about, gives them the information they need, and entertains them. The content needn’t do all three at the same time but it should do one.

From an SEO perspective, you want your content to give your audience what they want because they’ll be more likely to share if you do. You also want to do everything you can to personalize it to your industry and local audience. Have you ever read a novel that is so rich in the setting and life it describes, that you feel like you’ve been there? On the other hand, have you read something that was so flat, that you didn’t even recognize it as a place you’ve been many times?

Place can be a character and you want people reading your website content to have a sense of the place you service. You can do this by mentioning surrounding areas, local events, and using insider language in your copy. These little things help customers identify with your site and tell Google that you are a local industry authority. You’re not a bot or a keyword stuffer.

A Final Word About Placing Well in Local Search

Finally, be smart about the keywords you want to rank for. There are some that are impossible. For instance, if you’re a local travel agency, ranking for “travel” will be Herculean task mainly because the first page is dominated by heavy hitters like Travelocity, Expedia, and CNN. Instead, focus on being a big fish in a small pond. Look to optimize your content by answering questions your ideal customer wants to know (or things they’d key into search, like the title of this article). Look for local opportunities like “best travel deals to Orlando from <your town>.” It’s a mouthful, but creating copy around long-tail keywords will help you achieve better local placement for free.


Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and the Event Manager Blog. She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.

*Post seen on Montgomery Chamber of Commerce website.

MEMBER TIP MONDAY: 4 TIPS TO MAKE YOUR BUSINESS MORE LIKEABLE

LikeablePeople buy from people they know, like, and trust. While you might be in the right place at the right time when someone is up against it, and they may buy from you once without knowing, liking, or trusting you, for them to return, you’ll need more than luck.

Know and trust generally come along when you establish yourself as a likeable business with a human behind it. It’s difficult for people to like you if they don’t trust you, unless you’re a villain and then being untrustworthy is your business. For most of us, that is not the case. You can’t like someone you don’t remember, so let’s get to work on establishing the like part of the sales equation.

Share Your Reason

Think of how filmmakers or storytellers get us to like the main character. One of the ways is that they place him on a quest, or up against a challenge, that we want him to succeed in. Often it’s one we identify with. Share your reason for doing what you do. There’s probably someone in your audience or potential audience who can identify with your convictions and story. Passion is contagious.

Find Commonalities

In order to find commonalities, you need to share things about yourself outside of your business and how it came to be. Share your likes, be positive. Share what you love about your community or your love for bacon. Be genuine and people who see your social media posts or read your content, will begin to identify with what you’re sharing. They’ll jump in and say “me too” and you’re one step closer to getting them to like you.

Ask Questions

If they’re in your store or business ask them their opinion on something and really listen to their answer. On social media ask what they think or what their preferences are. Involve them in your rebranding by crowdsourcing some of your marketing decisions. People like being involved and if you really listen to, and then act on, their advice, they’ll remember it and like you more because they see you as someone who values what they think. That’s all a lot of us are looking for.

Anticipate Your Customers’ Needs

As a business you are in a position to help, whether it’s helping someone look better, feel better, be entertained, or whatever it is you do for your customers. But you are also in a position to solve problems or answer questions. Use your content and social media to help customers with problems they face in their lives. If you run a boutique, you can create posts about unique gifts for the women in your life. If you are a CPA create helpful checklists of things people should track throughout the year for effortless taxes. Be helpful. Anticipate what your customers need and then give it to them. If they know they can count on you, they will return again and again.

In today’s competitive market place it’s hard for your product alone to set you apart. Often it’s the things behind your product that will help you make a name for yourself. It’s the service, personality, and assistance you provide. These are the things that make people like you and they are also what keeps people coming back.


Christina R. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.comand the Event Manager’s Blog.  She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.