moda vivendi

I'm just talking to myself. We do that sometimes, me and myself.


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Should Your Business Use Tumblr?

**Please note: I originally posted this on theBrewRoom blog. Head over there to see it in all its glory!

What happened to Tumblr?  It has a couple hundred (million) users, but even then, it seems like it was almost a flash in the pan.  According to WSJ, Tumblr was recently purchased by Yahoo to bring a social networking presence to the company that is mostly used by an older customer base.  A Google Trends search makes it pretty clear that it’s the forgotten middle child of social media.  (Does anyone else appreciate the irony of using Google to report on something Yahoo-related?  Fickle internet..)  So even though it’s hovering in the shadows for now, should your business use Tumblr?

Tumblr’s users are in a younger demographic.  If you’re Newsweek Tumblrmarketing to that younger crowd, this could be a great tool.  But even if you aren’t marketing to a younger crowd, you can utilize Tumblr in an effective way.  Most notably, if you have highly sharable, visually appealing content or snippets of interesting text.  Newsweek, among others, does a great job of this.

It is primarily a visual platform; if you have pictures to share, this is great.  So why not use Facebook or Instagram?  Well, my friends, you can cross-post.  And you can reach more people than just those who follow you.  If someone likes your content, they can “reblog” or share it on their own Tumblr page, and so on and so forth.  So how is it different than Facebook?  You can tag your pictures, similar to Instagram, and let the viral nature of Tumblr do its job.

Sure, you can use this as your sole website for your business, but I like to think of Tumblr as an extension of your brand identity.  The users are a little edgier, a little more tongue-in-cheek, a lot more visual, and therefore more likely to share things they find visually appealing on Tumblr.

The simplicity of this platform is also appealing and so is the ability to curate content.  But to see my full thoughts on that, head over to theBrewRoom (you know you want to)!

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Five Things: My Social Media Marketing Essentials

This week’s Five Things, I bring you my five social media marketing essentials that I can’t live without.  I’m sure you already use them, but if you don’t, look into it (or ask me to do it for you!)  This is by no means a complete list of every tool I use, just the ones I use daily.

1. TweetDeck – Oh how I love TweetDeck.  It is my go-to dashboard for Twitter.  It’s a seamless extension of the Twitter site.  Want to know every time someone checks into your business through Yelp?  Type in the keyword search “[your business] yelp” and it’ll automatically populate a list for you.  Tracking a hashtag campaign?  Type it in.  Yes, HootSuite offers this as well, along with their own great offerings like built-in analytics, but I prefer TweetDeck to manage multiple Twitter accounts for it’s ease-of-use and clean styling.

HootSuite2. HootSuite – Of course, HootSuite made it on this list.  As I mentioned, HootSuite does offer their own analytic reports for use about every social channel they support (we’re talking all the big players here), integration with Google Analytics, URL click stats, and the ability to make custom reports from their data.  While that’s all mighty fine and dandy, tend not to use HootSuite for tracking but for managing channels, like the five Facebook pages I work with every day.  Any more than that, though, and you’ll have to get a paid account.

3. Commun.it – A clean follower list is a happy follower list.  You can get that with Commun.it.  A basic (aka free) plan will be sufficient; upgrading to pro is just more of a good thing.  Commun.it allows you to see who has engaged with you the most, whom you need to respond to, and suggests who you should follow and/or unfollow based on recent interactions.  On the basic account, you can also track up to three keywords, similar to TweetDeck’s search function, but shows you “top influencers,” or people who use those keywords the most.  It will also suggest that you engage with a particular user based on their use of/relation to your keywords.  It’s a fascinating tool and I’m only scratching the surface.

4. Google Analytics – Yep, Google Analytics is making an appearance on here.  From learning which page your customers are Google Analyticslanding on to creating custom dashboards brimming with just about any metric you’d want to look at, this program will you just about anything you’d like to know about your website traffic.  I’m a particular fan of Visitors Flow.  It tells you on which page people begin, where they go from there, if they drop off, and the percent of each.  As well, you can filter which segment you want to analyze.  Want to know where people go after they come to your site from Facebook?  Segment for “Social.”  Not sure if you keywords are performing?  Boom, set for keywords.  Again, I’m only scratching the surface.

5. Bit.ly / Delivr I use bitly to shorten and track websites that I share with social channels.  I use Delivr to create QR codes (are QR codes over? Yeah, probably, but some people still like to use them for convenience).  Both will show you how many clicks you get, when, and where.  Bitly will tell you who else shared a bitly link to that content.  It will also show you clicks on that link versus clicks on your other links; this is helpful if you’re testing click rates.

Honorable mention to Twimbow because it’s cool.  It’ll organize your Twitter account based on color.  One color for DMs, one color for mentions, etc.

So that’s my short list of things I “reach for” (“click for”?) every day.  What can’t you live without?


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How to justify anything

I’ve recently found myself in the need for a budget. Now, I’ve done this before, but not on a grand scale. During that first budget experience, I learned a valuable lesson: I can justify anything. Are you ready for this ground-breaking piece of information?

It’s called… Cost. Per. Use.

I have a friend I met Sophomore year in school who operated with this as well and we found great success with this model. Here’s what you do: buy something.

Now note the cost. Divide by how many times you think you’ll use it. If you purchased shoes, divide by two (because you have two of them). Done!

Here’s a real-world example. I was shopping with my friend in college (this was our first shopping trips together; after that, I knew we’d always be friends) when20130605-201315.jpg I spotted these cute gray ballet flats at the Gap. I thought they were marked down, but as fate would have it, they were full-priced shoes set on a sale shelf and the salesperson wouldn’t give me the sale price–isn’t that illegal?–but I liked them so I bought them anyway. They were $40. I figured I’d wear them until the weather changed; in State College, I either had 6 days or 26 days until that happened. To begin the CPU model, I assumed I’d wear them at least 10 times before said change occurred. So we’re down to $4 per wear. If you want to go even further, divide that by 2 (because there’s two of them) and we have $2 per wear. I can tell you that I’ve worn these shoes way more than 10 times; I purchased them in 2009 and still wear them, as you can tell by the state of the soles. I’d say I recouped my investment.

It’s a very useful tool if you don’t need something but really, really like something. This is especially useful for good quality products (“I’ll have have this for years”) or a fun splurge (“I’ll just wear this 50 times and then it’ll be $1 per wear”).

One exception: nail polish. Let’s say a bottle of polish costs $5. You have 10 fingers, so you’re already at $.50 per use. If you paint your toes too, and repeat this twice, you’re justified. At this point, you’re at a negative cost per use, so why bother figuring it out in the first place. Just buy the polish and look pretty.

Your guilt has been expunged. You’re welcome.


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Things to remember when posting for your business

**Please note: this was first posted over on theBrewRoom blog.  You can check out the full post (and more) there!

Inspired by a list published on AdAge.com by Simon Dumenco, “9 Media Things That Should Be Immediately Regulated,” I hereby give you my list of 7 Things That Should Be Immediately Regulated When Posting For Your Small Business (or any sized business for that matter) on social media accounts.  Posting for your business can be tricky to navigate at first, but it gets easier with practice (and remembering these reminders).  Please note: there is no particular order because these are all important.  Well, except for No. 1.  That’s pretty important.

5. Henceforth, your posts shall only contain one punctuation character in a row.  I get that you’re excited, but use your words, not your exclamation points.  Exception: ellipses…

4. Henceforth, you shall not ramble.  The ratio of number of characters per post to percent of increased engagement varies between Ragan, Short Stack, and Linchpin SEO infographics, but they all will tell you that posts clocking in around 100-150 characters (3 lines of a Facebook update) see more interactions on Facebook.  Similarly, about 80-100 characters are ideal for a tweet.

3. Henceforth, you shall not post willy-nilly.  Everyone (yes, everyone) will tell you to make a schedule of posts and stick to it.  It’ll keep you organized, keep you on point, and ensure that you post essential messages without becoming overbearing (and annoying).

2. Henceforth, if you must automate posts, know who/what/where/when.  Don’t be the person tweeting your two-for-one BBQ Nite when something devastating (or joyful, but mostly devistating) happens.  Make sure you know what’s going where and when.  Try your best to make a quick change should you need to.

1. Henceforth, you shall be interested in others.  As John of YaJagoff will tell you, social media is losing the “social” aspect.  He’ll also tell you that you can get more people interested in you by showing interest in them.  Think about the last time you were faced to endure time with a “me” person.  It’s a turn-off, yeah?  Don’t be that person online.


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Types of people you see at a concert

Last night, I was treated to one of America’s favorite past-time: a punk-pop concert.  I had the pleasure of witnessing all sorts of characters.  And they weren’t even with the band!

You will see…

The Girl Who Insists on Flinging Her Arms Wildly in the Air.  This girl is probably blissfully unaware of just how entertaining she is.  Along with the arms, you’ll also be treated to foot-stomping, forceful hair-shaking, and lots of woo-ing.  I’m all for you having a good time, but I’m pretty sure you just slapped the guy next to you who hasn’t washed his hair since the band went on hiatus in 2008.

Coinciding with the Girl Who Insists on Flinging Her Arms Wildly in the Air is the male equivalent.  He’s a little more spasmodic, a little less drunk, and not as entertaining.  Chances are, you won’t be able to place a bet on whether or not he’ll slap his significant other.  Pro tip: you can bet on the girls; odds are you’ll some unintentional (and intentional) contact.

The Guy with the Knit Hat.  Sir, do you realize it’s 80 degrees outside?  I’m sure you do, as you’re wearing a t-shirt, shorts/rolled-up jeans, and flip flops.  So please explain to me the knit slouchy hat.  Have you, too, given up washing your hair?

The Girl/Guy with the Phone.  This is probably the single most annoying person you could encounter.  I’ll endure 1,000 Arm Flinging Girls if it means my eyes aren’t assaulted by bright flashes of someone’s phone every minute, checking the latest on Facebook and Instagram.

The Girls Who Talk the Whole Time.  This usually coincides with the Girl with the Phone.  I’m sorry someone is playing music over your conversation.