This is not based on some “shrink it and pink it” mentality that I’ve adopted. This idea comes from YEARS of working with (for the most part) only women business owners — and actually BEING a woman business owner myself. Call it generalizing or gender-based stereotypes (or any other politically correct label you want to give it), but women think differently and we LEARN differently. Period. I’ve seen it every single day for the past 13 years I’ve been self-employed.

Women invented social media. After all, who recommends more products and services than women? No one. If we’re the originators of “word of mouth”, shouldn’t our businesses benefit from it?

Here are a few reasons why women need to approach social media usage differently:

• Women don’t have time (or the inclination) to “poke around” or “figure it out”. We’re not crazy. We recognize the value of social media, but we need to use marketing tools that get a measurable amount of progress in a reasonable amount of time.
• From a time management perspective alone, women need to do the right things, at the right times for the right reasons to get the right results. No matter how much we’ve ‘evolved’, women are still responsible for the bulk of child and family care. We have friendships to maintain, lives to shape and lead and oh, there’s that minor matter of personal time.
• Social media lends itself to the way women naturally communicate and share ideas. Historically, most storytellers are women. Women exchange “secrets” to build trust, not men; and these nuances carry through online. (The good news is you get to define whether a “secret” is something marginally personal or soul-baring.)

So, I got sick and tired of reading blogs written by guys (and gals, but mostly guys) giving advice like:

• “Just jump in and get your feet wet.”
• “Send a note to your friends and connect.”
• “Just create a Twitter account – it’s free and easy.”
• “Find people to follow on Twitter and then talk to them.”

I don’t know about you, but I don’t have time to do stuff to “get my feet wet”. I want to know what the hell I’m doing right from Jump Street and if I can’t know that, I ain’t doing it. I also have NO desire to connect with my pals and family on Facebook. This is BUSINESS, not some crazy chips and dip get together. And, if you create the account, what then?? How do you know who the right people to follow on Twitter are? How do you talk to them? All of this advice is so GENERAL and AMBIGUOUS that it makes me ill.

After getting tired of ranting about the problem (and because I’m someone that doesn’t like people to complain without offering a solution), I started the Real Women Do Social Media Revolution – that kicked off this month with the Real Women Do Social Media Program. (You can click the link to visit that website to read all about the event that’s kicking off the revolution.)

Here’s what I know for sure: One-size-fits-all only works for baseball caps and t-shirts. Just as women need to examine their finances differently and we tolerate medicine differently, when we understand that if we approach social media differently, we’ll have much better results than using one-size-fits-all-guy-centric methods.

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Lena L. West is the CEO of xynoMedia http://www.xynoMedia.com a company that helps growing companies profit from the power of social media & the Internet.

There are loads of adages to help you commemorate the exact moment when things go left, but if you’re anything like me, you’d rather focus on the best, most effective way to get out of the mess you’ve found yourself in.

A portion of the title of this article is a bit misleading. Social media doesn’t fail people, people fail people; and many times people fail themselves because their expectations are skewed. Additionally, because most people are not social media “experts”, they’re not quite sure what it takes to extract themselves from certain situations and it’s at that point it becomes really convenient and easy to hang the blame on social media. Does, “I hate Facebook!” sound familiar?

To help you avoid that blame-infused scenario, here are some solutions to common sticking points to help you get back on track if you feel like you’re not getting the results you want from your social media activities.

1. Are you clear about why you’re using social media? This is the source of many, many problems. People just start using Twitter or Facebook…or they just start blogging and the end-game isn’t clear. Once you determine where you’d like to go, the exact action steps will stand out from the fray a bit; making your next step less dubious.
2. Are you being consistent? You get out what you put in. If you’re not blogging at least three times a week and using some sort of viral vehicle to connect with other people, you shouldn’t expect any results at all. Yes, three times per week. The average blog post is 250-300 words. You needn’t write a tome. If you don’t have 900 words of advice or insight to offer about your business over the course of a week, then you should consider another line of work. Yes, I said it.
3.  Are you connecting? I mean, really connecting? Are you taking time out of your schedule at least twice a week to pop into Twitter or Facebook and “show your face”. It doesn’t have to be for hours, but take the time to connect. People do business with people they like. And, if you say you don’t have time, then don’t expect results. That’s a simple solution.
4. Do you genuinely like your social media activities? If you don’t like to blog, stop doing it. Do something else. There are hundreds of social media activities you could be doing and some you’ll probably like. I don’t care what anyone says, when you don’t like what you’re doing, it comes through in the end product.
5. Are you organized, on-purpose and focused? If you’re not getting results, it might be because you’re all over the place. One minute you’re on Facebook and the next minute you’re tweeting. Social media connections should be authentic (there’s that word again!) but the use of the tools should be nothing short of methodical, pre-meditated and laser – especially if you’re a woman business owner – you just don’t have time to waste.

Take some time to sit down and get real with yourself about whether your expectations are in alignment with your efforts and approach, then adjust what isn’t working in a way that resonates with you.

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Lena L. West is the CEO of xynoMedia http://www.xynoMedia.com a company that helps growing companies profit from the power of social media & the Internet.

I used personal experiences for several reasons:

·    Most people who know me or hear me speak have the correct impression that while I love social media and what it can do for your business, I don’t think business-owners should live their lives online. They appreciate my balance in perspective.
·    Statistics are OK but, what works best when trying to communicate real-life value are personal stories.

I’ll share a couple with you:

·    Someone who was writing a book, reached out to me on LinkedIn to arrange an interview with me for her book.  We really connected over the interview and she mentioned to me that her publisher was looking for someone to write a book about social media. A brief introduction and a few days later, I had my first book contract in my email inbox. Does a book deal count as sales? Heck yeah! And, residual sales once the book is printed. Thanks to a LinkedIn connection, at the very least, I created an additional revenue stream for my business. Could this deal have happened offline, sure; but it didn’t, it happened online.

And, now for an example that’s not about sales for my business, but about sales for another company:

·    Mother’s Day is a big deal in my family; in addition to that, I don’t live near my parents so it’s even more important for me to get my Mother a gift that really let’s her know I’m thinking about her. So, I went to the FTD.com website and ordered the Laura Ashley Deluxe with extra roses.

The flowers were delivered, my Mom called to thank me and rave about them. I asked her to describe the flowers and what she described was NOT what I had paid for. I paid for roses, they sent carnations. No go. I called FTD’s customer service line 8 times. Each time I stayed on hold so long their call center hold time ran out and I had to call back. I sent them an email and the next day, I sent a certified, return-receipt letter to the company CEO. I never heard a peep from them.

I wound up having to go to my credit card company to file a complaint and ask for a refund. What do you think I was doing all this time? I was Twittering about my horrible experience with FTD. FTD wasn’t paying attention, but 1-800-FLOWERS was. They sent me a direct message via Twitter and offered me a 15% off coupon with no expiration date, no blackout dates and I could share the coupon with as many people as I wanted! They even offered to send my Mother flowers on my behalf.

So, what does that have to do with sales? 1-800-FLOWERS came to my rescue by using Twitter. They made a generous offer and upped the ante by sweetening the deal. Which company do you think I use when I need to order flowers? Who do you think I recommend to my family and friends? How many times do you think I’ve told that story as I travel all across the country speaking about the power of social media?

The point is, you might not be able to use social media and social networking for direct sales – in fact, I highly recommend that you don’t – but, if you are consistent with your social media efforts and you’re paying attention, the link to increased sales is quite obvious.

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Lena L. West is the CEO of xynoMedia Technology http://www.xynoMedia.com a company that helps growing companies profit from the power of social media & the Internet.

Part of being a proactive business owner is identifying your business goals and figuring out how to meet those goals using the tools available to you. One of the most available tools today is the Internet. The Internet can help you address all manner of business challenges from customer service issues to waning sales.

Let’s examine some common business goals and take a look at how the Internet can help.

Goal: Improve customer service.

If you want to improve customer service, start online. Use a dedicated help desk solution, like Kayako, that allows customers to submit trouble tickets at their convenience. This allows you to stop boxing your valued customers into your hours of operation. But be sure to treat your online customer service communications as seriously as if a customer had called.

You can also test some Web 2.0 applications, like Meebo or LivePerson, as a way to offer real-time customer service on your website. This may decrease shopping cart and lead generation abandonment rates because customers have access to additional information in real time.

Does your online ordering system link to your inventory system so customers can’t purchase products that aren’t in stock? This can help you avoid unnecessary hassles. And don’t forget to beef up your most common communications venue–e-mail–by answering messages in a timely manner and with a professional tone.

Goal: Increase lead generation.

When potential clients visit your site, do you offer them options aside from purchasing your goods or services? Focus on generating leads so you can follow up to get business at a later date. If you have a service business, create a lead-generation tool that qualifies the visitor as a quality prospect; if you sell products, have samples or coupons available in exchange for an e-mail or physical mailing address.

Content is another great way to keep customers interested and coming back. Offering rehashed, “I can get that anywhere” content is a sure way to turn off potential clients. Increase your thought leadership platform by presenting alternate perspectives and new ways of contemplating existing material. Don’t be afraid to share your methodologies and secrets.

Goal: Increase online revenue.

How are you helping dissipate some of the anxiety and risk first-time clients might be feeling? Put a toll-free number and testimonials on your order pages and stress site and information security. If you have special certification from Verisign, the Better Business Bureau or some other widely recognized, impartial third party, be sure to display corresponding icons front and center.

Another question to ask yourself is: Do you offer a fair and flexible return policy? Companies like L.L. Bean and J. Crew are well known for their return policies. Don’t make it hard to do business with your company.

And when was the last time you went through your online store and bought something?  How long does an average purchase take? Amazon.com has one-click ordering. How many clicks does it take to order an item on your site? Have your technology team take the time to identify where people usually abandon their shopping carts and fix the problem.

Goal: Increase thought leadership.

Invest in another vehicle in addition to your website, like a blog, a dedicated RSS feed or a podcast, to help spread the word about your products or services. Your business certainly doesn’t have to be on the bleeding edge of social media; however, relevant and progressive companies reap rewards that more complacent ones don’t.

In the rush to embrace new technologies, don’t forget about your regular e-newsletter. Sending an e-newsletter may seem a bit low-tech, but consistent, direct communication shouldn’t be overlooked.

Other strategies that showcase your thought leadership and get your company’s voice heard include offering digital downloads in the form of branded audio, video or white papers.

Goal: Boost competitive intelligence.

If you aren’t using Google Alerts to keep track of the competition (as well as your brand), you’re missing out on a free and easy-to-leverage tool. It’s just as helpful to monitor potential client activities as it is to keep an eye on your own market.

You should also pay some attention to the “hidden web.” Believe it or not, Web 2.0 applications like Twitter, Technorati and Digg can be mined using keywords for competitive intelligence.

If you have a growth-oriented company you should make the line between your business and the Internet as unobtrusive as possible–and with easy-to-implement technology tools to aid the process, why not?

Portions of this article first appeared at WomenEntrepreneur.com

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Lena L. West is the CEO of xynoMedia Technology, a company that helps growing companies profit from the power of social media and the internet. She also writes theTech Forward blog on the Entrepreneur Blog Network at TechForward.Entrepreneur.com

“Fine”- a word used every day in conversation, but if you’re anything like me, this word makes you a little bit crazy.  The word “fine”, what does it mean? It means satisfied, complacent, and good. In my 11 years in business, I have found that satisfied is not something I want.  I focus on growth and to be more than fine.  To achieve that goal, I encourage myself, my staff, and my clients to think about what’s beyond the today.  Here are a few things to think about:  When was the last time you gave your logo a makeover or your website a second thought?  How about your marketing materials?  Is it all just fine?What keeps some companies ahead of others?  Letting their customers know they will be here today and tomorrow. Marketing is an important factor and during these tough economic times, most people look at cutting this important element in their budget.  Now more than ever, we need to be thinking about how our message is being received by our clients.  Here are a few ways to get your message out there and be proactive about your marketing. Just remember that not every idea here is meant for every business type.  Find an idea that fits your business.

Your Website
The web standards have changed in the past few years.  Is your website dated?  It maybe time to look at re-designing your website.  Add social tools and dynamic elements to encourage growth in your company and your customer.

Social Networking
People are talking and you should be to.  We spend more time on the computer than ever before and part of that time is spent talking with friends online.  There is a social network for every audience.  Get involved, 45 minutes a day is all you need. The trick is to pick one and commit to one social community. Don’t try to do it all.

Search Marketing
Everyone wants to be found online, but you don’t have to be found by the most popular words. Start with the keywords that are searched by 300-2000 people per month.  Less competitive terms means that it will take less time to climb up the ranks and usually drives more targeted traffic to your website.

Blogging
Find a blogging community that inspires you and that talks to you customers.  Comment on posts or become a contributing author. You don’t have to launch a blog to be a blogger.  It’s about community, be a giver and offer your expertise on your industry.

In 2009, be more proactive about your web presence and your web marketing.  You don’t have to break the bank.  Just make the time, plan, and grow.  It will give you the foundation you need for getting you to the next stage of your business.

Technology is a necessity for many people in today’s business world. Without technology we could not manage our projects, keep track of customer orders or manage our data. You use technology to run your business but have you thought about taking a step in another direction? Looking at technology as a way to market your business? While you’ve been managing your business, others have been using technology to:

* Communicate with customers to increase loyalty
* Follow the competition
* Stay innovative
* Research new marketing initiatives
* Gain PR and exposure

Communicate with customers
I am not talking about email, I am talking about the use of new media tools such as blogs. Blogging can be a great way to communicate with your customers by giving them a place to contribute feedback and ideas. Communication does not always have to be written, it can also be visual. Using video to talk to customers or review customer issues can be a great way to build a relationship online.

Follow the competition
Small businesses can use the web to keep an eye on the competition by creating Google Alerts that will update you when your competitors release new products or services. Google Alerts will also update you whenever anyone mentions your competition on a website or on a blog. I watch the competition, but I also monitor what people say about our company.

Stay innovative
What’s the next big idea? You can ask Donny Deutsch or you can start by looking at marketing blogs, listening to podcasts and watching video-logs (vlogs). Mainstream media doesn’t always have their finger on the pulse, and looking outside the traditional media box can be a way for you to stay innovative.

Research new marketing initiatives
Looking for qualified research from a real audience of consumers? Why not turn to social networks like LinkedIn or Facebook? Real people, real points of view are right at your finger tips. Use your network to ask them for advice about new marketing ideas. Create your own group on your social platform to talk to specific issues you want to help each other with. On the Internet people are more available and open to helping with quick questions and ideas.

Gain PR and exposure
Staying in front of your customer is important and the web can help you succeed. What is PR? Public relations for some people is being interviewed by the Wall Street Journal or being on Oprah. What I am doing right now is public relations. Writing for online publications that appeal to my audience. Web 2.0 is about content and reporters, bloggers and podcasters are all looking for a new story to tell. Reach out to the people who are using the technology and see if you can get a little web ink.

Social bookmarking, online awards, search engine optimization; there are so many new areas that allow us to be connected to our market and to our customers through technology. Through the use of social media tools you can utilize all the items we discussed and more; all you need to do is to change the way you see technology. Technology is a tool and it can be used to run your day-to-day business; but it can also be used to grow your business, market your business and catapult you into the next stage you have been trying to reach. Stop and think about how to change your approach toward technology to better position your business for success.

-Gail Sheehy

Many of our clients ask me how I keep up with all the changes in technology that happen every minute. They want to know if I spend hours upon end online keeping up with the digital tornado that keeps the world of blogs, podcasts and online communities swirling together.

They are often shocked by my reply. The answer is I don’t try to keep up. I never have and I never will. I’d be crazy to think that I could.

Does that mean I don’t pay attention to advancements and developments in my industry at all? Heck, no. Then I wouldn’t be an expert.

If it sounds like I’m sitting on the fence, that’s about right; only I wouldn’t call it a fence (because I think fence-sitters are dilly-dalliers), I’d call it walking a fine line between being overly obsessed and comfortably in-the-know.

So, how DO I keep up with technology and, more importantly, how can you? The best way is to use strategy and structure. How can strategy and structure help you keep up with an amorphous, blob like technology?

Strategy

Make a master plan that includes how and how often you will address staying current with technology. Depending on your industry, maybe once a quarter you sit down and read a handful of trade publications or industry newsletters. Maybe once a month you offer to take your favorite technology expert out to lunch in exchange for light banter and guidance on where to focus your attention. Maybe it’s a teleclass or a webinar about the latest technology. Whatever it is for you, figure out your strategy – your how and how often.

Structure

Whatever your strategy is take the next step and fit it into your schedule (which, if you’re going to be successful, should be structured). Don’t just say you’re going to spend an hour each month learning about technology – block time off in your calendar and locate and register for a course you can take every month.

What works for me?

Every Tuesday and Thursday (again, this is my industry), I take a chunk of time to get caught up with the blogosphere. I only focus on online and social media technologies. I don’t know much about hardware, software or networking anymore because this is not a core service that we offer our clients. It’s taken me awhile to find this rhythm and I couldn’t be more pleased when people ask me about computer networking to say, “I don’t know.”

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Lena West is the Chief Strategist at xynoMedia, a New York-based firm that helps companies develop social media marketing plans as well as build blogs, podcasts and online communities. You can read her Entrepreneur Magazine blog here: http://techforward.entrepreneur.com/

Many of our clients come to us confused about how their dreams meet reality in regards to technology. Below are some of the technology dreams we hear from clients along with their corresponding realities. Maybe you’ll recognize a few.

Dream: You want never to have to deal with technology again. You want to delegate it totally to your ‘tech person’ and never have to deal with it.

Reality: You alone are responsible for your company’s technology. That doesn’t mean you can’t delegate tasks. It just means you need to know at least the basics; such as with which company your domain name is registered, the name, phone number and account number of your website hosting company, if all your software is appropriately licensed, etc. If something goes awry, the powers that be will want to talk to you — not your ‘tech person’.

Dream: You want to keep up with the latest technology. If everyone’s talking about it, it must be something you need. Staying current will keep you ahead of the curve and guarantee a competitive edge.

Reality: There is such a thing as technology overload. I call it technology bling. Many businesses overcompensate. Trying to keep up with the Joneses will do just that – make your business more like theirs and less like your own. Certainly, there are certain technologies that every business should implement but, less really is more. Think about how each piece of technology – whether it’s hardware, software or a web-based service – fits with your core business objectives. Give yourself the freedom to do away with anything that’s ‘bling-like’.

Dream: Technology is a cure all. You think that more technology – in any form – is always the answer. You attempt to fix broken processes, flawed hiring practices, poor customer service, a stale brand or disjointed methodology with technology.

Reality: The best answer here is an analogy – albeit a bit crude. Technology is like deodorant – you can use it to prevent a bad, odorous situation, but you can’t use it to mask a smelly armpit.

Take some time to determine how your company’s technology dreams are taking over reality. Your business might be more ‘dream-based’ than you think.

Reality, starting and running an online business is not a part-time job. If you are dreaming of making money in your sleep then that’s also where you’ll be spending your profits – in dreamland. The reality is that eCommerce web sites are hard work. Let’s look at the real items that you need to recognize:

1. Researching the success of your product online
2. Building a secure ecommerce web site that appeals to your audience
3. Updating and maintaining your web site
4. Customer satisfaction and growth
5. Marketing Your Site – Being found online

Start by first researching your product, and then finding other individuals who have an online store that you see as successful. Small business owners like to help each other through associations and networking groups. Reach out for help, and ask the questions you really need to know about how to succeed:

* How long did your web site take to develop?
* Were there any hidden roadblocks you did not know existed then, and that you understand now?
* How much of a budget did you plan for to market your web site?
* How long was it before you really experienced steady traffic and sales?
* What made the biggest difference in the success of your web site?

The reality of creating and marketing any web site is that it takes time to reach your goals. Be realistic about your plan and take the time to find the answers to the questions you have and the questions you did not even know existed.

I personally see businesses fail online because of 2 key items.

One, web site owners don’t listen. They need to listen to their customers what they want, how they like to shop and their concerns about what your online store policies are. Listening extends further than just your customers. It also extends to your web developer or consultant. If you hire an expert to help you create and grow an online business, then you need to listen to their advice. Otherwise you are wasting your money.

Two, business owners fail because they have no budget for marketing. A web site needs to be marketed and it needs to be done by planning and understanding your customer and where they spend time looking for businesses just like yours.

The key ingredient to succeeding online is planning and these items will help you understand what needs to be incorporated into your plan. Starting with these key ingredients, reality will help you reach your dream of success online.

Not too long ago how you handled your company’s waste materials was your own business. Now, thanks to heightened global consciousness and the social media (blogs, podcasts, etc.) frenzy, if your company isn’t kind to the environment, chances are you won’t be in business long. If the Environmental Protection Agency (EPA) doesn’t close you down, the population at large will.

Even if you only have one computer in your office, it’s filled with enough toxins and poisons that, if not disposed of properly, could create a serious environmental hazard. For example, if you have an old style CRT monitor (the big bulky ones) it alone contains four to five pounds of lead. Now, imagine having to properly dispose of three, ten or 100+ computers.

The actual computer itself contains dozens of other types of dangerous materials such as cadmium (which has been linked to cancer), mercury (we all know the dangers of broken glass thermometers) and chromium (which has been linked to blood-based iron deficiencies, liver problems and brain damage in animals). And, this goes for other computer-like equipment as well – telephone systems, fax machines, printers, scanners, modems, cellular phones, wireless communication devices, digital assistants, televisions, cable boxes, etc. Holy smokes!

1. No, you’re never going to use it. Holding onto and stockpiling old computer equipment is just as bad as not disposing of it properly. Way more often than not, you never use the computer you’ve been holding onto for months for a “rainy day”. And, even if you did use it again, it would be outdated and present a security risk for your company.
2. Trade-up instead of throwing out. Many computer manufacturers have trade-in programs – like used cars. They accept full responsibility of your computer’s disposal in exchange for offering you a rebate on your new system. What’s in it for them? Many manufacturers get tax credits from the government for performing this service and let’s face it, its great PR!
3. Reuse. If your computer is still in working order and tossing it seems like a bigger waste, donate it to a local not-for-profit organization that is sure to use it and not keep it sitting around.
4. Recycle. In most states and municipalities there are recycling laws specifically governing the disposal of computer waste. Many cities have recycling centers where you can call to see exactly what the policy is. Be sure to get some sort of receipt or documentation of the equipment’s proper disposal for your records.

The good news is computers are becoming smaller and smaller in size which translates to much less waste material and by products. Soon, computer equipment will self destruct when you’re done with it – like in the Mission Impossible movies.

Until then, wear your company’s recycling efforts as the badge of honor that it is. Post your polices on your web site in the About Us section and when appropriate let the media know that small businesses like yours are making a huge global difference with tiny local actions.