Canadian Small Business Women

Connection, Synergy, Community

Social Media Expertise Should Never Be Free

Karima

Social media today is more than just friends getting together with friends online. It is a redistribution of wealth through the spreading of information. Social media expertise which facilitates this is at the very core of capitalism. The only problem is that most social media experts have been giving away their expertise for free and now that has become the expectation.

It starts simple enough. First I get asked to have some coffee. Then we’ll have some small talk. It won’t be long until the questions about social media begin. I’ve even received emails from friends I haven’t seen nor spoken to in years asking for advice.

We take the “social” component of social media very seriously today. I propose we begin focusing on the “media” component a little more.

Social Media Expertise Is a Skill Which Must Be Developed

Let’s be honest: social media hasn’t been around for very long. If you really stretch out the definition of social media, then some might point to the AOL chat rooms of the mid-1990s as the beginning of social media, but that’s not really accurate. In just a few years, there have been a few people who have dedicated their time to studying this phenomenon to know how it ticks. It becomes their passion.

When we are passionate about something, we love to talk about it. I give out a lot of advice myself that can be executed elsewhere, often without meaning to do so. The bottom line is this: social media experts are practitioners, advisors, consultants… and professionals.

I will not go into details about my expertise, except that I have been in the industry for over 15 years and have been involved in launching and growing some of the largest accounts in the business. I am also a hands-on strategist with an on-going online presence.

The time of a social media expert is valuable. It is worth more than the price of a cup of coffee. $5 for gourmet coffee, that is.

Here’s the Industry’s Double Standard

If you called up the average lawyer to talk about a legal problem, would they offer their advice for free?

Or what if you had a medical emergency and instead of going to the hospital, you expected to go to the doctor’s home to receive treatment?

How many teachers will come to a home after school to tutor a child who is falling behind in class?

Maybe you don’t need a college degree to become a social media expert, but that doesn’t mean the expertise isn’t valuable. There are numerous financial and brand recognition gains that can be built up over time thanks to social media expertise that no other type of media can provide. You can build leads for just dollars per prospect on social media – what other platform can say the same thing?

Integrating social media into any business opportunity is important. Creative ideas, defined objectives, and strategic concepts are all part of the package that comes with social media expertise. Some organizations may feel like this is expertise that is only worth a cup of coffee, but now more than ever, one truth still remains: you get what you pay for right now.

Getting a tidbit of advice for a cup of coffee is great. Getting the full package of social media expertise will forever change a business. That’s why it is worth the investment. If you’d like to book some time to meet with me, feel free to visit my website RedDotDigital.net, send me an email to Karima (at) RedDotDigital (dot) net or follow me on Twitter.

Karima-Catherine is the co-founder of Red Dot Digital, a digital agency that strives to deliver top-notch solutions to various clients.  Red Dot Digital drives real, meaningful, quantifiable business outcomes for companies. Karima-Catherine is also the co-moderator of #MMchat, a Twitter weekly forum which focuses on business, marketing and social media.  

Connect with Karima-Catherine:

karima@reddotdigital.net

Website, Twitter, LinkedIn, Pinterest

Why Your Business Model Needs to Evolve OR it will perish

Karima

 

When no risks are taken, there is no chance for a reward to be achieved. For a business model to continue seeing success, it needs to evolve over time because people evolve over time. Technologies are continually improving. If a business gets stuck in a world where they keep doing things because “that’s the way we’ve always done things,” then that is a journey which will inevitably lead to failure.

Target Canada is a prime example of this. In just two years of operation, the 133 store chain has decided to leave the Canadian market for good. It’s mistake? Assuming that operations in Canada would be similar to that of the United States. During the announcement, Brian Cornell stated that Target Canada had lost money every day.

More Marketing Doesn’t Save a Business

Many executives have a theory that goes something like this: maybe if we spend more money on marketing and make ourselves attractive to [fill in your favorite customer demographic], we’ll be more successful.

Unfortunately this thought rarely creates success. More marketing is not a substitute for ineffective business practices. If you’ve already got customers coming into stores like Target Canada had and they aren’t buying things, what will happen with more marketing? You’ll get more customers into a store that are still choosing not to purchase anything.

Sometimes going on social media is the approach. Engaging customers is a great tactic to use, but it also comes with a certain risk. People generally talk about the negative experiences they have with a business online and rarely talk about positive experiences. Businesses are expected to provide a positive experience. Engagement usually creates some feedback that is difficult to hear, which means it is ultimately ignored.

Social media must be part of a holistic approach. You’ve got to change the actual dynamic. You must choose to innovate. Once that happens, then you can begin a new marketing effort

Businesses Choose Whether or Not to Become Innovators

Change means risk. There is a chance that a risk may not pay off. Circuit City discovered that the hard way by losing over $100 million on their DivX product. Sometimes ideas are ahead of their time, like Microsoft’s tablets, which came out a decade before the iPad. Even looking at the struggles of McDonald’s right now show how quickly a company can begin to decline when changes aren’t received as well as expected.

Small businesses are not immune to the need to change. Failing to innovate and change is one of the top reasons why small businesses fail and die. Innovation has to be a component of change, which means change cannot happen without risk. It is a choice that every business makes, whether they realize it or not. Avoiding a risk is a choice to not evolve or challenge history, tradition, or the other roadblocks that might stand in the way.

How to identify places where innovation can thrive can sometimes be difficult. Adapting new technologies into traditional routines inevitably creates growing pains. Throwing more marketing at a problem, however, doesn’t make that problem go away. It just means more people become aware of it. This creates a negative spiral that inevitably ends in failure.

Evolving your business model can be uncomfortable, but it can also create enormous success. That’s why change, not more marketing, is so important.

Karima-Catherine is the co-founder of Red Dot Digital, a digital agency that strives to deliver top-notch solutions to various clients.  Red Dot Digital drives real, meaningful, quantifiable business outcomes for companies. Karima-Catherine is also the co-moderator of #MMchat, a Twitter weekly forum which focuses on business, marketing and social media.  

Connect with Karima-Catherine:

karima@reddotdigital.net

Website, Twitter, LinkedIn, Pinterest

Why you should not download a legal template from the Internet

Karima

As a Canadian entrepreneur and small business owner, chances are you’ve downloaded, at least once, a legal document from the Internet. Whether for an employment contract, a partnership agreement, a finder’s fee, a non-disclosure agreement, a final invoice letter or a general agreement, you’ve probably turned to the Internet in the hope that a free template would help you cut costs. After all, the terminology looks complex enough, so we may think the document will be good to use.

Here enters Randy Ai, an employment lawyer I met through my professional networking group. A couple of weeks later, we sat down to learn more about each other and our businesses. While we chatted – him about employment law and me about how social media can help businesses establish their online presence and grow – it became clear to me that we had great synergies. Most entrepreneurs and small business owners are always looking for ways to sustain our business while keeping costs down and stay profitable. The Internet and Google is where most of us turn for responses to our questions and for free documents. One of the topics Randy Ai and I tackled was how entrepreneurs and small businesses download legal templates from the Internet, and the cases he frequently sees in his practice. The conclusion is, “don’t cheap out on legal by downloading templates from the Internet”, and here is why.

The legal document you are downloading from the Internet contains irrelevant or too much information. Chances are that the template you found on the Internet is not customized to your business and situation. In addition, most templates are American or have an American focus, so they likely won’t be valid in Canada. The document may contain a high volume of extra noise that does not apply to your business situation and just adds irrelevant information. Unless you are legally trained, you don’t know how to separate the “junk” and the part of the contract that applies. As an example, the notion of Employment at will exists in most employment contract templates you’ll find online, but as this is an American concept, it can’t be enforced in Canada. Thus, you are exposing yourself and your business to liability and in case of dispute, you will have to hire a lawyer because part of the contract is invalid.

The legal document you are downloading from the Internet is missing key clauses. When you’re using a template off the Internet, these documents are not customized for your situation, as we’ve established. That means it puts you and your business at risk of liability. In case of a dispute, this sort of template is not tailored to your needs and you might as well have no agreement. Having missing information is as bad as having too little information or inadequate clauses that don’t protect you. When you are a business owner entering into a legally binding relationship with someone else, you need a solid contract that will take into account the types of issues that may take place.

The legal document you are using is easily attacked. A template downloaded from the Internet easily falls apart, since it was not drafted specifically for you and your business. A defense lawyer could easily attack the integrity of the document and compromise its validity in court. Furthermore, as the law changes frequently, a contract is not a static document. Thus, the downloaded template you’re using may be obsolete and no longer applicable. In addition, the wording alone can make your document unenforceable and easily attackable in case of a dispute. The judge can look at your document and decide it does not make sense. By using one of these documents, you’re exposing yourself to liability.

Now that I’ve explained why using a legal document from the Internet is useless at best and, at worse, dangerous for you and your business, there a few ways you can protect yourself and what you’re working so hard for:

1 – Legal fees are typically seen as a cost instead of an investment. Spending two to three hours with a lawyer can prevent you from being sued, being dragged to court or simply having to settle and pay someone large amounts of money. If you can’t afford to hire a lawyer, you still may seek some legal advice through Legal Aid or through the Law Society of Upper Canada’s Lawyer Referral Service.

2 – If you still decide to download the template, we advise you to send it to a lawyer for review. This may cut down on costs. The industry standard is that entrepreneurs and small business owners should spend 5 to 8 percent of their initial capital on legal fees. As Randy Ai says, “If you’re not going to spend any money towards setting up your business, you are not doing your job as an entrepreneur.”

3 – Another reason to seek legal advice is that it brings credibility to your business and sends a strong signal to your ecosystem that you are serious about your success.

As an entrepreneur, I am aware that setting up a business requires lots of hard work and dedication. But there are areas where you can’t cut corners. Randy emphasized that legal advice is one of the cornerstones to setting up a successful and sustainable business. For any legal advice related to employment law, connect with Randy Ai by email (Randy@Randyai.com) or by telephone (416-716-2256).

Karima-Catherine is the co-founder of Red Dot Digital, a digital agency that strives to deliver top-notch solutions to various clients.  Red Dot Digital drives real, meaningful, quantifiable business outcomes for companies. Karima-Catherine is also the co-moderator of #MMchat, a Twitter weekly forum which focuses on business, marketing and social media.  

Connect with Karima-Catherine:

karima@reddotdigital.net

Website, Twitter, LinkedIn, Pinterest

“I need a social media person” – Do you really need a social media person? – Part 1

Karima

After reading the recent article “Is Social Media Worth It For Small Businesses?” on Forbes.com, I realized that one of the reasons small businesses are disappointed with their social media hires is because they don’t know the roles and skills required to set themselves up for success on social media.

In the 15 years I have been dedicating my practice to helping businesses expand their online presence and (in the last 6 years) growth utilizing social media, I have heard business owners and top-level executives say “I need a social media person”. To me, this affirmation equates to saying “I need doctor” and once you’ve said it, chances are you will need a specialist. It’s the same with social media.

Social Media as a tool for growth

Unlike large organizations who typically have a social media (senior) manager and 1) with multiple direct reports or 2) agencies who manage specific areas of social media, small and medium organization are left to hire a jack-of-all trades who scramble to do EVERYTHING on social media.

Let me back up a little… Although a lot of young people hold Social Media positions, the top level positions are usually given to more seasoned marketing or digital professionals because although social media is about Facebook and Twitter, and blogs and Instagram, it’s also and primarily about business and strategic thinking. Now that the wonders of social media have spread to the world of business, engaging on social media has become a necessity for survival. And your business needs to jump on that bandwagon before your competitors overtake you!

Social media allows you to respond to your customers’ wants and needs immediately. You can boost sales, and people will be more receptive to your message. And let’s not leave out the most important fact of all: your competition is already there.

So, how do you build a solid team while maintaining cost-effectiveness?

You must have a business-focused social media professional come and do a diagnostic of your needs. Whether your company is just launching or is already in business, our program is designed to support you and help grow your online presence.

Identify and define roles

By identifying the roles and skills it takes to make your business successful, you will better reach out to the right people and organize their time based on needs and objectives. Below are some of the primary social media roles and skills that will get you going fast.

  • Strategist: A strategist, pretty much like all strategists in every industry, researches, benchmarks, and creates a plan and tactics. The strategy, when done well, identifies opportunities for growth and for It also determines how and where to invest to meet business objectives. A social media strategist is no different.
  • Project coordinator/manager: A project coordinator is someone who will keep you on budget, on time, and within scope. A fabulous project manager will also identify opportunities along the way and allow you to expand your reach and objectives. Hiring a part-time social media project manager is the key to your success.
  • Content producer: Online content can be blogs, videos, Facebook updates, Tweets, Instagram and Pinterest pictures or even YouTube videos. There is a plethora of types of content and platforms ranging from real-time to scheduled, from on the go to scripted, and from organic to paid. The importance of content is to identify your objectives and build a strategy around them.
  • Community manager: A true community manager builds and grows online An online community is a virtual community whose members interact with each other primarily via the Internet (Facebook, Twitter, Blogs, Forums, etc.). Those who wish to be a part of an online community usually have to become a member via a specific site and necessarily need an internet connection.

I will explore other roles and skills in an upcoming blog post.

Why are online communities important for businesses?

Being a member of online communities for businesses and continually establishing and maintaining online relationships is critical to the success of your business. With the extreme popularity of social media, many people are excited about interacting and developing relationships with others whom they feel they can trust and who they consider experts in their industry.

At the heart of your success is the human element. Once people get to know you, and you get to know them, they will want what you are offering and will gladly tell others about what you are offering too.

Karima-Catherine is the co-founder of Red Dot Digital, a digital agency that strives to deliver top-notch solutions to various clients.  Red Dot Digital drives real, meaningful, quantifiable business outcomes for companies. Karima-Catherine is also the co-moderator of #MMchat, a Twitter weekly forum which focuses on business, marketing and social media.  

Connect with Karima-Catherine:

karima@reddotdigital.net

Website, Twitter, LinkedIn, Pinterest

 

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