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We spend oodles of  time talking about increased exposure for your company or personal brand while using social media. We spend countless hours reading about tips to gain attention and pull users into our content. Personally. I spend quite a bit on  Google Reader trying to stay ahead of the curve and consume the next big idea. Many small business owners concentrate on one aspect of social media: the  attention of the users. It is mainly the increased exposure to potential clients that starts the interest wheel turning. This is the old marketing strategy of… the more content you share the more eyes you will hit. We need to take it a bit further than just building brand recognition. It is hard to measure brand recognition in terms of return on investment. Initially when entering into a social media marketing strategy companies need to think about the attention gaining concepts for the plan. Whether you are doing a contest, being productive on social networks , or launching a new blog it is important to initially focus on the attention aspect of social media. What is truly important (in a business sense) is the action the user takes to buy and/or become interested in your product. You have all the attention you can muster! How do you turn the user’s attention into action. 4 Ways to Change Attention to Action 1. Free eBook: Write a short book about your expertise. Are you an accountant? A business coach? Maybe you are a plumber who is just getting involved online? Write a quick page turner on some topics that will be beneficial to your readers. Offer it for a free download and capture their email address. This will allow you to build your database while already zeroing in on interested prospects.  Chris Brogan has done an excellent job at this. 2. Blog or Email Subscription In everything you do in social media it is extremely important to always have a  subscription box for users to subscribe to your thoughts and offerings. A great email tool for wordpress is  FeedBurner Email Subscription . 3. Promotional Banners or Links to your Profile Always have a link present (image or text) that offers a discount on your services. You can also have a link directed to your company website that allows users to invest more time in learning about your services. This is a huge example of way to drive your attention users to your website and sell them on your services. 4. Gain Their Trust You need to become involved in the communities that potentially may be a revenue source for your company. Take the time to respond to questions, ask questions, invest in writing great content, and helping people out. This is a huge aspect of changeing attention to action. The steps towards the buying pattern of a user has a lot to do with trust in the social media environment. Gain their trust and offer them something to hard to put down. Gaining the trust of a user is the more important of the four steps listed above. User’s attention is not a bad thing but in order to measure your  ROI  you must take some of them to the action steps. 5. Use Intense Debate to Encourage Further Conversation. Intense Debate is an AWESOME comment plugin that allows for intense comment functionality for your blog. The features include: comment threading, reply-by-email, email notifications, commenter profiles, moderation/blacklisting, reputation points, widgets, and Twitter integration (to new a few). Related articles by Zemanta Social search and Sidewiki – not game changing, but the game is changing (blogstorm.co.uk) Social Media Marketing for Event Planners – Part 2: RSS Feeds & More About Blogs (eventcoup.com) Technology and the Real-Time Web: Blog World Expo 2009 (slideshare.net) You Know You’re A Cool Geek When…. (thenextweb.com)

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5 Ways to Change Attention to Action in Social Media

In the world of small business owners… we would all love to be influencers. We would love to be perceived as the expert in the matter of which we are selling and we should be. A question that keeps surfacing among the “small biz chatter” is directed toward the subject of influence. Well… I think we are here to finally answer that. Thanks to Lisa Hoffmann and  Mashable . Lisa was reading a post from Micah Baldwin  (Lijit Networks ) called  HOW TO: Measure Online Influence and I decided to check it out and read it for myself. I wanted to sum up some points Micah made and push them towards the small business owner. Social media marketing is very much a brand development tool for the small business owner. The majority of the time it is used for lead generation or visibility in a specific industry or region. Now, in order to realize the potential of social media and get excited..  instead of smoke and mirrors boredom … let’s look at Micah’s definition of Influence: Influence = (Personal Brand * Knowledge * Trust) So.. in order to maximize your reach online.. you need to be able to focus on the three top tiers of influence listed above. I am going to add another into the mix in order to speak to the small business owners in the group: Influence = (Personal Brand * Offline Interaction * Knowledge * Trust) The main purpose of talking about influence and personal brand recognition is to add the concept of offline social networking (something a small business owner lives day to day). In order to maximize your influence online you need to be be able to take it offline and create a 2-Touch-Point model of influence. You should read Micah’s post about the concepts of influence, personal brand, knowledge, and trust because it is great! We need to remember that the Personal Brand building of a small business owner has to include the offline and online networking in order to be strong. Related articles by Zemanta Making Social Media a Tool, Not a Distraction (mashable.com) Social Media, Blogs and Relationship Marketing (opencircle.co.za) Small Business Who Gets Domain Name Brand Protection And Call To Action (brucemarler.com)

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The Definition of Influence in Marketing and Social Media

PC World The Google-tivo Deal: What It Means For YouPC World… help its advertisers understand who they're reaching — and who they aren't — when buying television ads through the company's adwords TV Ads system. …TiVo Data Will Help Google TV Ads Measure AudienceNewsFactor NetworkGoogle TV Ads Help Reverse Mortgage Lender Launch Media CampaignReverse Mortgage DailyGoogle

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The Google-tivo Deal: What It Means For You – PC World

Mashable (blog) Google to track Tivo viewing habitsCNET NewsGoogle TV Ads is the company's attempt to recreate its AdWords and AdSense model on the small screen through a partnership with Dish Network, …TiVo Data Will Help Google TV Ads Measure AudienceNewsFactor NetworkGoogle TV Ads Help Reverse Mortgage Lender Launch Media CampaignReverse Mortgage DailyGoogle In Data Deal

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Google to track Tivo viewing habits – CNET News

Mashable (blog) tivo Data Will Help Google TV Ads Measure AudienceNewsFactor NetworkGoogle TV Ads is a digital system for buying TV advertising using the familiar adwords interface. Launched in 2007, Google TV Ads allows advertisers to …Google TV Ads Help Reverse Mortgage Lender Launch Media CampaignReverse Mortgage DailyGoogle to track TiVo viewing habitsCNET NewsGoogle In Data

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tivo Data Will Help Google TV Ads Measure Audience – NewsFactor Network

Moovin' On Up's Graham Lyons Selected as Keynote Speaker at the 2009 XPD Web …SYS-CON Media (press release)Natalie Cumming is a fully qualified Google AdWords specialist who will be demonstrating how online businesses are able to dramatically boost their ROI …and more

Google TV Ads Help Reverse Mortgage Lender Launch Media CampaignReverse Mortgage DailyGoogle TV Ads works just like Adwords, except that instead of bidding on search terms, you bid on airtime. Advertisers can enter into Google TV Ads their …and more