Your social media marketing strategy should start with a plan:

• Like a traditional marketing plan, this should include a SWOT (strength, weakness, opportunity, threat) analysis, on-site and off-site goals and initiatives, which benchmarks, competitive analysis and more.

It should define:

• Who will be executing your strategy (e.g. you, your employees, independent contractors)
• What tools you should be using to track, measure, analyze and manage your strategy (e.g. Radian6, Google or Omniture analytics, Hootsuite)
• Which social networks you need to focus on (e.g. Facebook, Twitter, niche communities)
• How to enter your chosen social networks organically
• How you should build out your social profiles (e.g., your message, content, profile photo)
• What kinds of badges, graphics and other calls-to-action you need to incorporate (e.g. badges on your website to your social profiles, Facebook splash page)
• What related tools you should add to your website (e.g., blog, widgets)
• How to listen (e.g., monitor communities, keep an ear on your competitors, hear what others are saying about you or your brand)
• More…

Ok, so there are lots of tips for this, but one of the most overlooked and, imo, important, is a “we will get back to you after the weekend” notice. This is especially important if you have a very active page, but don’t have the resources or staff to support your page over the weekend.

A simple message like, “We will get back to you in 24-48 hours if you post over the weekend” will go a long way towards setting expectations for visitors and page fans.

While this should be common sense, I cannot count the number of times I have been tagged (or seen others tagged) in embarrassing photos: friends, potential co-workers, family…the list goes on.

Here are 5 reasons you shouldn’t tag the people you know on Facebook without their knowledge:

1) In general, people don’t understand how to set their privacy controls on Facebook, and thus never get around to limiting the people who can tag them in posts. Thus, photos they are tagged in may be visible to the world, or at least friends of friends, co-workers, bosses, etc.

2) People’s livelihoods could be seriously compromised. Remember the teacher who got fired after a friend tagged her in a drunken post on Facebook? It can happen to anyone.

3) You could destroy friendships and become “that” person: the one no one wants to hang out with, because they know anything they do with you will become public knowledge. All it takes is one seriously compromising tag to make people wary.

Be smart. Even if you want to tag someone in a photo you think is harmless, just take a moment to think about who will see it. It takes no time at all to shoot someone a message with “hey I have this great photo I’d like to tag you in; is that ok?” Granted, there are people who are cool with being tagged, and you will probably know who they are. But don’t assume. There’s a good chance they WON’T be happy being tagged in that photo of them dancing on the bar with their shirt half off.

Recently I had a moment where I completely forgot how to configure my static and dynamic pages. Luckily Thesis has an awesome support document: http://diythemes.com/thesis/rtfm/configure-static-front-posts-pages.

To set up a custom blog and front page:

1) Set up and name the page you want as your static front page under dashboard – > pages-> create new page; do the same for the page you want to act as your blog

2) Go to the Thesis -> Site Options  and expand the “Select pages to include in nav menu” section (under Nav Menu). In the list of pages, make sure that your custom page is checked (and that “welcome” is not), and that the page you set up as your “blog” is checked, then save the changes.

3) Go to Settings -> Reading Settings -> Static Page. Select static page, then choose the page you want as your front page and the one you want as your posts page (your blog) from the drop down options

4) Fill out other options: Blog pages show, syndication feeds show, etc.

5) Save changes and view your site to check that everything is where it should be.
A good note from the Thesis User Handbook: Your “Welcome” page will automatically appear as the first tab on your nav menu, and that tab will be named “Home.” You can rename this tab, if you wish, in the “Home Link” section (also located under Navigation Menu on the Site Options panel).

Have you noticed that you consistently fall into one point of view (POV) when you begin writing an article or other similar document? This process is so routine that many writers don’t think about the importance of the point of view they’re using, though most of us automatically write in the point of view with which we’re most comfortable. When you’re in high school, you’re briefly introduced to points of view and generally told to stay away from the personal pronoun “I.” If you go to college, you tend to write in the third person, as it is often more objective and impersonal. Eventually, consciously or not, you begin to realize that point of view in a professional email or an article is just as important as style, tone and word choice.

Next time you sit down to write, think about which point of view is most appropriate. Is your goal to instruct and advise or to participate and observe? These are questions you need to ask before you sit down and begin your project.

So here’s a refresher on each point of view and how they might be used. A point of view indicates a writer’s relation to the information that is being presented via the use of a ‘personal pronoun.’ Personal pronouns are divided into the first, second and third person.

First person uses the personal pronoun “I.” If I use this personal pronoun, I am indicating to my reader that I am an observer and participant. In school, we’re told that using I is usually unacceptable unless you’re stating an opinion; even then you’re encouraged to use “one” or the third person. But “I” can be used to liven up your writing. If you’re creating an opinion or editorial piece, it is completely acceptable to use the first person. Knowing when and where to use the pronoun “I” as an effective writing device can enhance your writing, but make sure you choose to use it with intent.

Second person uses the pronoun “you.” It is one of the most common POV’s and is often found in advice and instruction materials. It is either stated implicitly, as in ‘now you push the red button,’ or implied, as in ‘now push the red button.’ In the second person, you are the director or advisor rather than the observer or participant. Like third person, second person is impersonal.

Third person uses he, she, they and any other pronoun that is neither first nor second person POV. Third person POV is traditionally used in formal, academic and technical writing, separating the writer from the material completely. The third person is informal, and the writer’s role is to give instructions or advice, write about other people or things, and generally provide information that is balanced, objective and impersonal.

Keep in mind that the point of view you assume, whether it’s personal or impersonal, depends on your audience and the purpose of the document. If you’re writing a formal letter to a potential employer, maintaining an impersonal point of view will make you look more professional. Conversely, if you shoot an email to a colleague, it’s ok to relax and adopt a more personal tone. A good rule of thumb is to pay attention after the first letter or email from a colleague, associate, boss, or potential employer. Take your POV cue from them, and you’ll be fine.

Technical writing bears a special place in the writing world. It requires a diligence and knowledge base that goes beyond a little research; even people who call themselves ‘technical writers’ many times end up taking confusing jargon and changing it to, well, more confusing jargon. Good technical writing requires the author to be neat, organized, and above all, concise.

In the beginning, technical writing primarily referred to writing about technology in the form of content like end-user manuals, white papers, system design documents, web sites, and similar materials for companies like engineering firms and IT companies. In the last few years, however, technical writing has evolved and drifted into many other fields such as finance, business, marketing, and more.

Like any type of writing, technical writing requires preparation. You have to identify your target audience and ask questions like: who is your reader? How well do they know the subject matter? Are there multiple audiences?

After you’ve assessed your audience, you need to ascertain your purpose. Why are you writing this document? What is your goal? What do you want your audience to know or be able to do when you’re done?

Researching a topic is essential before you write an article, report, or other material, and technical writing is no different. In fact, you could argue that technical writing requires more research than other types of writing because, in order to write about a technical subject, you need to know it well. Getting acquainted with completely new software, for example, can take hours of research. This is why a company might choose a field expert with no writing experience over a professional writer; they’re already intimate with the subject.

However, this isn’t always ideal. If an expert software engineer writes an instruction manual for a piece of software that’s going to be mass marketed, but the average consumer can’t understand the material, he’s lost his audience and a potential client.

Though some shy away from technical writing, it can be enjoyable. Writing about cutting-edge gadgets, new technologies, new software, evolutions in business and marketing, and any number of other topics can be both rewarding and intriguing.

If you’re interested in technical writing, do the (surprise!) research and find examples, tutorials, classes; whatever resources you can use. Practice translating highly technical jargon to ordinary language or take a technical writing course. Learn how to avoid the sinkholes and swamps of jargon and create truly concise, understandable writing that speaks clearly to its audience.

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