Archive for the ‘Industry Specific’ Category

Internet listings may generate business, but they need to be correct

Tuesday, April 27th, 2010

By Sharon Hill

Let’s look at engineers.

First the engineer personally:

“…unless the person holds a license issued under this chapter, directly or indirectly
use or cause to be used as a professional, business, or commercial identification, title, name, representation, claim, asset, or means of advantage or benefit any of, or a variation or abbreviation of, the following terms:
(1) “engineer”;
(2) “professional engineer”;
(3) “licensed engineer”;
(4) “registered engineer”;
(5) “registered professional engineer”;
(6) “licensed professional engineer”; or
(7) “engineered.”

Second the engineering firm:

A business entity may not represent to the public that it is engaged in the practice of engineering under any business name or use or cause to be used the term “engineer,” “engineering,” “engineering services,” “engineering company,” “engineering, inc.,” “ professional engineers,” “licensed engineer,” “registered engineer,” “licensed professional engineer,” “registered professional engineer,” or “engineered,” or any abbreviation or variation of those terms, or directly or indirectly use or cause to be used any of those terms in combination with other words, letters, signs, or symbols as a part of any sign, directory, listing, contract, document, pamphlet, stationery, advertisement, signature, or business name.  1

So why is this important?

A “friend” provides your information to an Internet directory site to receive a referral benefit, knows that you have a degree in engineering and includes your title as “Engineer”. You do have a degree in engineering, but you are not licensed.  In Texas, the fine ranges from voluntary compliance to $3000 and criminal charges.

Using our Texas example again:

An Internet phone directory lists your company in the Engineering Services category.  Your firm is not registered with the Board or maybe not even an engineering company and you get fined.

Both of these issues have happened to one of our clients.  The first one was caught purely by accident.  When we called the directory company, we were told they do not have any responsibility for how the listings are acquired or if they are correct. If they found the referrer member to be unreliable, they may cancel the member.  They stated that an email is sent (assuming the email address is correct) and you must OPT-OUT.  You read this correctly, not OPT-IN you must OPT-OUT.  If this email gets spam trapped, you could be listed with no knowledge that you are violating the law in your state.  Most of these sites have a way to contact the company about make a report of an inaccurate listing.  All of that is well and good assuming you know you are listed.

The second one was caught by the Board of Engineers.  The phone directory company mistakenly used the Engineer’s phone number with a different directory listing.  The listing was free, but cost the Engineer time in securing a letter from the phone company as proof of the mistake.

Not knowing where and how are you and your company are listed could put you at risk of being in violation of the law.   We plan on checking on other professions in the following weeks.  If you are a licensed professional with restrictions regarding advertising, please comment on our blog.

@social_dynamics

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1 Texas Board of Professional Engineers THE STATE OF TEXAS – TEXAS ENGINEERING PRACTICE ACT AND RULES CONCERNING THE PRACTICE OF ENGINEERING AND  PROFESSIONAL ENGINEERING LICENSURE Rules effective September 20, 2009

Social Media’s Influence on Industries and Government

Thursday, March 4th, 2010

By the Social Media Dynamics Team

Social media is certainly having an effect on individuals, businesses and schools.  Social media’s reach is now helping and in some cases compromising industries and government.  This is the first in a 5 part series of articles how social media is influencing our lives:

How Social Media is Influencing the Real Estate Industry

We chose real estate because being a REALTOR means accepting the standards and ethics from the industry.  We recently came across the following amendment which now includes technology/internet in their Standard of Practice:

“Code of Ethics and Standards of Practice of the NATIONAL ASSOCIATION OF REALTORS®”

http://www.realtor.org/mempolweb.nsf/pages/printable2010Code

Standard of Practice 15-2
The obligation to refrain from making false or misleading statements about competitors, competitors’ businesses, and competitors’ business practices includes a duty to not knowingly or recklessly publish, repeat, retransmit, or republish false or misleading statements made by others.  This duty applies whether false or misleading statements are repeated in person, in writing, by technological means (e.g. the Internet), or by any other means.  (Adopted 1/07, Amended 1/10)

Standard of Practice 15-3
The obligation to refrain from making false or misleading statements about competitors, competitors’ businesses, and competitors’ business practices includes the duty to publish a clarification about or to remove a statement made by others on electronic media the REALTOR controls once the REALTOR knows the statements is false or misleading. (Adopted 1/10).

NATIONAL ASSOCIATION OF REALTORS® is holding the REALTORS responsible for what is posted on their electronic media sites.  Our interpretation is as the owner of the blog or Facebook Fan Page you have a duty to monitor and clarify or remove any postings that you know is false or misleading.

Filter your blog posts and check your Facebook Fan pages often.  As evidenced in recent news accounts, the viral effect of social media can get away from folks extremely fast.

More articles on Social Media’s Influence:

How Social Media is Influencing the Court System

How Social Media is Influencing the Jury Selection Process

How Social Media is Influencing Employee Networking

How Social Media is Influencing Local Politics

@social_dynamics

House Hunting Reaches New Level iPhone Real Estate Listings

Sunday, January 24th, 2010

By Sharon Hill

Way back in the day: You are out and about in the neighborhood you are interested in moving and looking for real estate signs. Or, you are in a realtor’s office looking through printed books of listings.

Back in the day: You are out and about in the neighborhood you are interested in moving and looking for real estate signs. Or, you are in the realtors office looking through the text only database of homes.

More recently: You are out and about in the neighborhood you are interested in moving and looking for real estate signs.  Or, you are online yourself searching for properties and making a written list (or cut and paste list) of homes you would like to see and email your realtor.

Right now: You are out and about in the neighborhood you are interested in moving AND you have the iPhone app from Realtor.com which knows you are in the neighborhood and immediately provides you active listings with descriptions and pictures.

You can also disallow Use Your Current Location and type in city, state and/or zip to look anywhere you want and plan out your house hunting trip in advance.

Email the listing to your realtor or a friend. You can also post listings to Twitter or Facebook.

This app is amazingly simple to use and will make finding that right house and sharing your excitement with others so much easier.

@social_dynamics

Top 10 Technologies (Digital and Otherwise) in the last 10 years

Tuesday, January 12th, 2010

By Sharon Hill

10. Flash drives – Made data truly portable. The amount of storage and the speed has only improved since inception.

9. Netflix – An example of database technology readily available to just about everyone, made simple using one of the oldest communication methods, the United States Postal Service.

8. All things Satellite – Satellite Radio with the launching of XM and Sirius, GPS and Google Earth.

7. Text messaging - So much faster and easier than instant messaging and of course totally mobile. Including a picture with the text message enhances the experience many times over.

6. Digital Video Recorders and TiVo – You are in control – enough said.

5. WI-FI – This concept of connecting multiple computers to a router station was brilliant. Taking this idea to cafes, stadiums and cities it truly worthy of a #5 placement on this list.

4. iPod – Revolutionized music and how, when and where we listen. iTunes made it easy to download your favorite tunes and create your own playlists.

3. Social Networking / Social Media – Surprised it is not #1? We are still exploring this new and exciting communication medium. We will be writing about social media into the next 10 years. If you think that social media is being overstated, just make one personal or professional connection and you will feel differently.

2. Digital Photography – Taking photo after photo to the get the perfect picture without film processing fees is great. Even more, have you seen the app where you can take a picture of the check to deposit it in your bank account, truly amazing. See iPhone

1. Smart Phones – Describing the iPhone is easy. iPhone is a computer with phone privileges. There was some concern that this technology might actually increase the amount of time people worked. No so, we just work smarter. iPhones allow users to quickly and efficiently handle emails, get answers to questions, check and make appointments, deposit checks and even record memos for later listening.

This list is not exhaustive and in no way is meant to exclude any other great technology innovations.  These are my personal favorites.  What are yours?

@social_dynamics

Why Social Media Works for Recruiters – Part 5 of 6

Friday, December 4th, 2009

By Karen Miller

As an executive search firm you are caught in between two worlds – you are trying to get business (like everyone else) and in turn, you are trying to find the right candidates to fill the contracted positions which are open. You wind up working both ends of the spectrum. Social media can help you gain clients and find the right candidates.

The first thing you need is to make sure that you have a social media friendly website. Links to your LinkedIn profile, Facebook page, Twitter or other relevant social media sites (i.e. articles, blogs and other websites) should be obvious and prominent on your website. Consult an expert and get an evaluation of your website to see if anything is missing or if you can do something better.

LinkedIn is another must to give your recruiting business more exposure at both ends of this spectrum.

  • Recruiting for your customers: Join groups in your areas of expertise. For example if you have specialty in IT, join IT groups.  You may not understand all the issues, but you will be able to identify leaders and other key attributes you are looking for to fill those open positions for your customers.
  • Securing new business: Groups can get you engaged in conversation with those in your specific expertise areas, allowing you to show your strengths to future clients. Since LinkedIn has a job board, you can also see who is posting openings and offer to do the work for them.  Subgroups are a great way finding the more specialized areas.  As an example in the IT area there subgroups for developers, certifications, telecom and more.  Many of these groups post news items to provide fresh content for your blogs, letters and presentations.

Twitter also works for search firms. It offers you an opportunity to tell what type of candidates you are looking for. Then you can get retweeted helping to get the word out to even more people. You can also send out a tweet when you fill another position! Employers will know you are successful in filling positions with the right candidates.

Blogging is the perfect way to show off your knowledge and enthusiasm about your company, a specific industry and directions in the job market.  Blogs can offer tips to those looking for employment, which is always appreciated, and again gives you more credibility. Even better, shine by keeping up-to-date on the latest news in your specialty areas by writing articles about those changes and what you see as the future in those areas.

Video is yet another exciting opportunity in social media.  Have you seen the views videos about resumes are receiving?  One video regarding refreshing your resume has received 10,000+ views.  How to write a resume video has received over 69,000 views. Go to YouTube and type in executive search firms and see the results.  Not that many – yet.  This means opportunity for your company.

Using social media does take some work on a regular basis, but you can reap some new clients and great candidates. Explore social media – there are a lot of options – and find the one that’s right for you.

@social_dynamics

Why Social Media Works for Direct Response Marketers Part 3 of 6

Monday, November 30th, 2009

By Jan Carroza

Results measurement is knit into the very fiber of DR as a requirement. The great speed of the results is important to the flexibility and micro-management of campaigns to massage the media selections for maximum return. Some results are within minutes of media airing while others require confirming which media actually ran, and often you can get those answers in a week. With that information, pruning is done, successful media is rebooked and the campaign expands or contracts based on results, media availability and media cost.

Social media campaigns work in some similar ways which include testing and expansion of efforts that work well. The reporting can be near instantaneous. The timing, however, can be slower due to the nature of the different soft-sell message treatment necessary in this new environment. To that exception, we’ve seen amazingly quick results (see OMG article) with super-targeting.

7 appealing aspects of social media:

1)    Campaigns can be conducted with NO out-of-pocket media costs. The cost is in labor to build, manage, report and expand.
2)    Customer relationships can be nurtured for greater continuity with discussions, promotions, and loyalty programs dealt where each customer prefers to be social.
3)    New relationships can be developed on a one-to-one basis by listening to needs, answering questions, nurturing and educating prospects.
4)    Customer retention issues can be ascertained with greatest speed. This purposeful reputation management capability provides the opportunity to show great response time and concern for customer satisfaction with services and products in a public environment.
5)    Use social media resources to ascertain the conversations of competition and participate with the opportunity to shine and win new customers.
6)    Take advantage of expanded platform presence and exposure. A Facebook Fan Page alone will give a company a ranking on the #2 website. Imagine a campaign on the 3 largest social media networks that can be expanded to 50-100 and then 100s of blogging, news, and bookmarking sites. The numbers of links to the client site will exponentially increase traffic and the client audience.
7)    Great formats like video placement on YouTube can demonstrate – a key component in the pitch of many DR products. That’s why video works so well. Syncing TV to social media campaigns escalates the reach and frequency of campaign results.

DR margins have been shrinking for years and are susceptible to weakness in consumer spending and confidence. So many DR products rely on a consumer impulse to buy.

Social media provides a new creative approach that is at once a 180 degree switch from DR’s hard sell, but has the potential to reap the increased rewards of greater consumer confidence, loyalty and market share.

Why Social Media Works for Local Businesses – Referral Marketing – Part 2 of 6

Wednesday, November 25th, 2009

By Sharon Hill

Referral Marketing is my term for passing along a service or product to a friend, co-worker or company.  Back in the day, this was done by speaking in person or over the phone.  “I have a leak, can you recommend a good plumber?”  Successful realtors are experts at Referral Marketing.

There is much written about viral marketing, what it is, where and when it originated, how it is used for good and not so good purposes.  Bottom line it is a planned campaign.  Referral marketing comes from people wanting to share experiences.  I seriously doubt that any businessperson would dispute the value of a referral regarding the reduction of time to close the business and dollar value of the business (i.e. less negotiation.)

How do social media tools (Twitter, LinkedIn, Facebook and blogs) achieve the same results as Referral Marketing?  Downside risks (certainly not all inclusive by any means) are included so that you can better understand the risk versus reward ratio.

linkedin-local-business

LinkedIn is all about recommending this person or recommending that company very publicly.  Going on the record and making a statement about services.  Local, regional, national or international does not matter to LinkedIn.  A referral is a referral.  So what does it cost to have a LinkedIn profile $0.00.  That’s right zero dollars.

Downside risk – none.  According to LinkedIn Q & A:

How can I view and manage recommendations I’ve received from other LinkedIn users?
You will have the option to accept and ‘Show this recommendation’, ‘Accept’ and ‘Hide the recommendation’, ‘Request a replacement’ or ‘Archive’.

You are in control – enough said

facebook-local-business

Facebook is a great place to form communities. You can start a “West side business community” or a “Downtown Business Community”.  Promote the area with the coordination of fellow businesses.  Decide on who will be the administrator(s).  Offer specials to customers who come to the area.  Use store signage or handouts to let customers know about the community on Facebook.

Create a Facebook page for your business.  Here you can offer tips and let customers interact.
Downside risk – some.  These pages will need to be monitored.  There are privacy settings that you can use.  The goal is for your page to be public so that it can be found and seen.  People can post comments to the page.  You can remove them. This requires the administrator(s) being proactive.

twitter-local-business

Remember when stores had Sign our guestbook to receive offers and mailings when you checked out?  Your customers can follow you if they know you are on Twitter.  Put up a sign.  Make your Twitter address something memorable (there is a limitation of 15 characters).  Don’t forget to tweet something of value such as a sale.  “Twitter 1 hour sale (12/15/09) today at 1 PM to 2 PM – 20% off!” or “Call in the next hour and receive….”  Limitation 140 characters.

Downside risk:  Carefully proof your tweets.  You would not want to send out a tweet stating your sale is from 1 PM to 2 AM.

blogging-local-business

Writing blogs can be fun, rewarding and tedious. Start by creating a list of subjects and then let circumstances and experiences fill in the rest. Your customers and employees will most likely provide you all the material you need.  Be the local Subject Matter Expert or SME (see our blog:  Local Subject Matter Expert Using Social Media) in your area of expertise.

Downside risk – Very little. You can update or delete a post and control the comments (Approve, Edit, Reply, Spam, Delete) before it ever becomes public. If you blog is copied and pasted into someone else’s blog site (which is considered bad form) changes and updates are not within your control.  Most often, an excerpt (which you write is posted) and then linked back your blog site.

comment-choices-wordpress

comments- wordpress

All of these vehicles become places for your current and potential customers to find you and learn about your business. How it becomes Referral Marketing is simple:

LinkedIn – Person A is connected to Person B and sees Person’s A recommendation for your business.  Since Person B knows Person A they trust their recommendation.

Facebook – With community page and/or a business page, customers can see what is happening in your area and at your location.  They can interact and let others know of the page.  They can easily pass along the fan page address to their friends.

Twitter – No guestbook to maintain, no costly mailings and they choose to follow you.  It does not matter whether you have 5 or 500 followers.  Each one is a customer. You can be retweeted by one of your customers to their followers and so on.

Blogging – I have never met a successful business owner that did not like to share their knowledge.  Blogs have their own search engine keywords known as tags.  Blogs are shared, linked and posted on other blogs.

Final thoughts:

If you truly have limited funds, be a do-it-yourselfer.  If you have some funds, hire an expert in social media marketing.  Ask a ton of questions and use the opportunity to learn so that you can possible take over some the activities yourself.

Take a new and long look at time and costs currently allocated to promote your business and attract new customers. Is it still effective for the money being spent?

Social Media Marketing will probably never be as inexpensive (FREE!) as it is right now.  What are you waiting for?

@social_dynamics

When You Send Email Are You Observing the CAN SPAM Act?

Tuesday, October 27th, 2009

By Jan Carroza

Effective since January 1, 2004, the CAN SPAM1 Act, legislation at the Federal level, is meant to address email marketing of commercial messages. I continue to see emails that don’t comply. The stakes are nothing to ignore: up to $16,000 per violation and possible prosecution by the Dept. of Justice.

We have a long way to go to educate advertisers:
81% of email marketers are unaware of CAN-SPAM Act2

Advertisers have a long way to go to impress their consumers and not be reported as spammers:
80% of consumers use “Report Spam” button if they do not
recognize sender by viewing “From” or “Subject” line.3

Here are the highlights of what advertisers and email “push” partners need to tackle:

1. Identify email as an advertisement.
2. Identify “sender” and “initiator,” basically meaning the advertiser and the company originating or transmitting on the advertiser’s behalf.

This means:

a.”From” must be accurate and not mislead (From: AtoZ Company) with “sender’s” email address
b. Publish “sender” physical or PO Box address
c. No forged email headers

3. Subject line must be relevant and not misleading.
4. Provide a workable opt-out solution:

a. Unsubscribe or opt-out links MUST WORK and one for each advertiser and affiliate network where both are present
b. 10 days to remove from list and not receive further messages
c. Maintain and provide secured suppression list of those unsubscribers for use by email push distributors

5. Know how the servers that send email for your company are secured. Make sure that they cannot offer opportunities for 3rd parties to relay messages through them.
6. Know the origin of all lists you rent.

Here are the possible penalties for ignoring the Act:

1. Each separate violation can carry a fine up to $16,000 enforced by the Federal Trade Commission.
2. Prosecution by the Dept. of Justice who may seek criminal penalties, including imprisonment, for commercial emailers who violate or conspire to violate this Act.

Enforcement has started to crack down on offending emailers. FTC Halts Illegal Spam Operation: http://www.ftc.gov/opa/2008/05/atmglobal.shtm.

In the future, we may see that the FTC might create a “do-not-spam” list like the “do-not-call” list that affects telemarketing:

http://news.cnet.com/2010-1028-5119513.htm

For more details, read more at:
Legal Overview of CAN SPAM and FTC Compliance: http://bit.ly/gM79q
FTC Spam Summit/Next Generation of Threats and Solutions: http://www.ftc.gov/bcp/workshops/spamsummit/presentations/Defining-the-Problem.pdf

The CAN-SPAM Act: A Compliance Guide for Business: http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm
____________

1 Controlling the Assault of Non-Solicited Pornography and Marketing Act
2 WebSurveyor Corp (2006)
3 Email Sender and Provider Coalition Survey, Dec. 2006

7 Criteria E-Commerce Merchants Need to Meet

Friday, October 23rd, 2009

By Jan Carroza

According to Anna Solomon of Fast Transact in The Green Sheet, if these requirements are not met, the processor may place a 100% hold on funds in the merchant’s account, keeping the merchant from having access to the funds, until the requirements are met.

Make sure you have these elements in place and posted on your website:

1.    Refund/cancellation policy
2.    Privacy policy
3.    Terms and conditions
4.    Products and the corresponding pricing listed
5.    128-bit, SSL page where personal and credit card information is obtained
6.    Telephone contact number
7.    Shipping and handling method and time shipped after the sale (if applicable)

Make sure your URL is in the identifier line on the customer’s statement as well as your customer service number. Your call center can also explain how the charge will look on their statement. These things help to reduce the number of chargebacks where consumers call their credit card companies. Working to minimize your chargebacks will keep you in good standing with your processor.

Continue to talk to your processor about their criteria for underwriting and risk as these points will change with ecommerce, laws, security and fraud issues and the like.

Source:  The Green Sheet: http://bit.ly/7_tips

@social_dynamics

Build Your Privacy Policy

Friday, October 23rd, 2009

By Jan Carroza

Why You Need One

The protection of personal identity information is critical to protect your business from possible fines and/or prosecution, your reputation and your consumers’ personal data. There are several Federal laws as well as State laws that cover this subject.

Where California goes, others will follow. California specifically mentions that privacy policies must be on commercial websites. Expect other States and Federal legislation to follow, so if you haven’t implemented one of these policies, do so.

“Effective July 2004, the California Online Privacy Protection Act requires operators of a commercial website or online service that collects Personally Identifiable Information from California residents through the Internet to conspicuously post a privacy policy on their website that complies with prescribed disclosures.” Source: the-dma.org.

Key Points to Include in Your Privacy Policy

1) Identify the information you collect and its use
2) Offer consumers the ability to review and correct their information
3) Tell consumers how they may learn of updates to the policy
4) Date the policy

The Direct Marketing Association has a terrific Privacy Policy generator that you can use to build one: http://www.dmaresponsibility.org/PPG.

For more information on Personal Identity Information and laws pertaining to handling of consumer data, read: “PCI, An Aspect of PII”
http://www.csrsi.com/library.aspx?view=html&publication_id=60

@social_dynamics