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Is cutting-and-pasting social media “best practices” the path toward better, tangible results?  Or should we instead use good, proven processes that “work” — applying them within our context to create more sales and happier customers?  Let’s take a quick, critical look at why chasing best practices might be a waste of valuable time.

The whole idea of a best practice implies an absolute — that there is something better than everything else out there.  But in life there aren’t many “for sure” things.  Especially in a business world where how things are done is always shifting.  Nor are absolutes very practical.

For instance, let’s say you asked a trusted, respected peer, “How can I use social media to create more leads and sales?” they’d be foolish to suggest, “Just read Jeff’s blog.”  Or any book or blog for that matter!  Just the same, it would be disingenuous of them to say, “You should apply (aka. mimic) a case study” within a given book or blog.

Here’s what I’m proposing: Those process that are effective should be borrowed from.  These are where the gold lies.  Because social media marketing processes themselves are good idea-generators.  But when presented in the forms of a “best practice” they’re almost never a full solution.  Not practically speaking.

Fly high: Making social produce outcomes

For instance, the United States Air Force’s public affairs office has a simple yet effective social media decision-making system that serves their strategic needs.  Believe it or not, the Air Force offers a good example of an organization your business might borrow basic concepts from.

The Air Force employs 33,000 communicators.  Their mission is to use social media tools to discover, analyze and respond to comments about the Air Force.  And to do so in ways that support its overall mission.  In particular, they support recruitment of airmen and airwomen through use of new digital tools.  And they do this through a well-designed system.

The Air Force’s process is focused on creating and responding to purposeful conversations about itself within social media.  It’s looking at (and selectively participating in) dialogues with outcomes in mind.  Of course, they’re dabbling in all the usual tools like blogs, Twitter, Facebook, YouTube and across a variety of internal networks like The Pentagon Channel.   So let’s take a look at the purposeful business processes below.  How might you apply them (individually) in ways to improve social media outcomes at your office?

Discover, analyze, respond

The Air Force is using a discover-analyze-respond method.

First, it’s discovering. An inter-disciplinary team finds and organizes what other entities and people are publicly saying about the Air Force. They monitor discussions mentioning the Air Force across the Web using a variety of tools including free ones like Google Alerts.  Big corporations like Dell and PepsiCo (Gatorade) are setting up similar “command centers” that monitor various listening posts across the social Web.

The Air Force is also analyzing.  Team members constantly evaluate each of the discovered dialogues against qualifiers like validity and authenticity. They ask themselves questions like, “Is this a real person making the comment or question?” and if so, what’s that person’s credibility? “Does this person’s opinion matter in the grand scheme?” Decisions are made using a yes-no decision-tree style road map.

For instance, if a discussion or comment is discovered that portrays the organization in a negative light or presents information in an un-balanced fashion decisions are made to “monitor only” (no response but notify headquarters) or “fix the facts/restoration.” If the comment or discussion reflects positively and is balanced a choice is called for. That is, to concur publicly or simply let the post stand. These decisions are made based on pre-defined criteria.

And, of course, the Air Force is responding: Appropriate team members respond in a predetermined manner.  All based on “rules of engagement” that the Air Force has committed to as an organization.

Borrowing processes, not copying practices

Of course, this example by no means suggests running your organization like the U.S. Military.  In fact, I present it with the opposite in mind.  Might all of the Air Force’s processes apply to your competitive, product/service, customer or market context?  Sure.  In some cases.  But cutting-and-pasting these ideas “into your business” might do more harm than good.  Try applying the processes — discovering, analyzing and responding.

The Air Force is providing a very practical group of processes.  All with public relations in mind.  Ultimately, their goal is finding ways to improve recruitment of military personnel.  And that’s a very specific goal.  Sure, it may seem a lot like acquiring customers but it may not be at the “trench level.”

And the Air Force developed all the sub-processes within this system (PDF) through a learning process – not by copying a best practice.  Similar to how you might define a purpose-driven social media process on your own.  Learn.  Iterate.  Improve.

Without a doubt, the Air Force borrowed successful processes from others.  And you too can borrow from the Air Force — apply the broader processes within your business context.  But be careful about copying them in full.

“Our brains, contrary to what most people think, have been designed to learn much more from lessons learned… from what didn’t work; from conflicts; from situations that were everything but successful; from what would force us to re-think what we’ve just done and do it better, trying harder next time around,” says Luis Suarez, an IBM knowledge management consultant and blogger.

Indeed, what Suarez is getting at here is that it can actually be easier (more fun, rewarding?) to learn rather than struggle to copy-and-paste practices.

He goes on to note how concepts feeding into a best practice suggest static, fixed, unbeatable, perfect.  Yet those characteristics are not what learning is about.  Acquiring knowledge is dynamic, flexible, modifiable, flowing –- a continuous learning experience.  Its very nature is imperfect, according to Suarez.

Learn to love learning again

Of course, there are very successful businesses selling access to huge libraries of case studies.  They often call some of them best practices.  And that’s fine.  I even recommend you subscribe to a few.  But the good people at companies like eConsultancy, MarketingSherpa/Marketing Experiments and MarketingProfs will tell you the same.  There’s no silver bullet.  Success is earned, not copied.

Suarez prefers to use the term “good practice.”  Because, “There is always room for improvement.  Always!  And that’s exactly where best practices fail to deliver time and time again.”

It’s common.  It’s understandable.  It’s human nature.  But it’s foolish to look for one, singular “right answer” that’s better than all the rest.  Seeking out best practices won’t serve your business very well.  Because the means to understand “what’s right” for your business involves discovery and iterative improvement.  Learning.  No shortcuts.
That’s why successful businesses are borrowing effective processes from remarkable companies who share them.  And applying them within their own context to thrive.

Go get em!

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Illinois passes affiliate tax law

It’s official. The state of Illinois passed legislation March 10 that requires the collection of sales tax by retailers on goods sold there, even if those retailers’ presence in the state is solely online. This is the first time since 2009 that the Affiliate Nexus Tax law has been enacted and response has been swift.
By March 11, Amazon had already decided to drop its Illinois affiliates in order to avoid the tax, a response anticipated by Sears, among others.
Sears’ attempt to capitalize on this hit to Amazon’s affected affiliates came in the form of an open letter from President of the retailer’s eCommerce Division, Imran Jooma. The offer, which assured affiliates of a place with Sears when the time came, echoed similar announcements last week by Walmart and  Barnes & Noble, in which Amazon’s threatened California affiliates were courted by the two companies.
The decision by Illinois Governor Pat Quinn, who signed the legislation, has naturally been criticized by affiliate marketing sites, which claim enforcement of the law negatively, rather than positively, affects the state’s collection of revenue.
There are currently 9,000 affiliates in Illinois.

Google allows users to block unwanted domains

A Google Chrome extension, which launched last month and which gives users the option of blocking sites they find undesirable, became an official feature following an announcement on Google’s blog March 10.
Now, when users return to Google after searching, they will be able to hide all results for the domain they’re navigating away from. The number of blocked results will be shown whenever a new search is performed, and blocked sites can be managed, or unblocked. A user just has to log in to confirm the block of a specific domain.
Google says this will help users personalize their search, though they acknowledge that the sites most likely to be blocked are “offensive, pornographic or of generally low quality.” In other words, the new feature will help Google in its recent efforts (such as last week’s algorithm update) to demote spammy sites and content farms in its search rankings, though the search giant says they won’t be using the blocked domains as a ranking signal until they can “look at the data and see whether it would be useful.”

Blekko’s new AdSpam algorithm sees 1.1 million domains banned

An algorithm update to search engine Blekko has resulted in the ban of about 1.1 million domains from its search rankings. The new algorithm, dubbed AdSpam, is designed to hone in on content farms and other sites with low quality content as well as sites using keyword-based ads alongside this type of poor content.
Like Google, Blekko has been making efforts of late to purge content farms from its search rankings, though the latter has taken more radical action than the former in entirely banning, rather than demoting, undesirable sites. Of course, Blekko, which serves only about 500,000 unique visitors monthly and processes just 1 million queries daily will have an easier time than its much larger counterpart in weeding out such sites.
Still, the jump from 20 sites banned by Blekko at the end of January to the 1.1 million banned this week is a move befitting a much larger search engine.

Patent infringement suits are word of the day: Google, Amazon, Foursquare and others hit

When it rains it pours, and, this week, lawsuits over patents seemed to be dropping out of the sky.
Software outlet Masterobjects brought suits against Amazon and Google March 10 and 11, respectively. The outfit claims the two online giants’ use of instant search, which enables search results to begin appearing even as a user types in a query, infringes on their own 2001 instant search patent. It is not yet certain whether Masterobjects will file suits against other major companies offering similar search features, such as e-Bay, Apple and Microsoft.
Foursquare was hit with its first patent infringement suit, brought by Mobile Commerce Framework, March 11. The suit concerns the fact that Foursquare’s mobile apps allow users to search by merchant type and location in order to get information about and offers from merchants. A statement from Foursquare has dismissed the suit as being “without merit.”
JDate filed suit March 11 against fellow dating sites OKCupid, Zoosk and 2RedBeans for allegedly infringing on a patent on a match-up feature that identifies mutual interest between two members and that accordingly notifies them of such.

Twitter backpedals with update to new Quick Bar feature

Response to Twitter’s introduction last week of the Quick Bar, which feeds promoted trending topics right into the Tweet stream, has been big. Moreover, it’s been ugly.
Users were almost immediately up in arms about the feature, which appeared on the iPhone app version. A poll conducted by Mashable last week showed over 81 percent of the 2173 users surveyed found the feature “intrusive” and “couldn’t stand it.” The Quick Bar’s introduction was even loathed enough to earn the feature a new moniker: the “Dickbar.”
In an act of appeasement, Twitter released an update to the app March 9, which means the Quick Bar will no longer overlay on Tweets, though the feature will not be disabled and will remain in the timeline.
Evidently, Twitter believes this will be enough to quiet irritated Tweeters but that remains to be seen. For the time being, the Quick Bar is just something users will have to deal with.

Skype launches advertising program

Skype announced on their company blog March 9 that they are beginning to introduce advertising on their site’s homepage, though the company’s Chief Marketing Officer Doug Bewsher says they may soon experiment with ads in other areas as well. Already on board are Visa, Universal Pictures, and Groupon.
Advertising is something Skype has been mulling over for some time now. In May, Josh Silverman, the company’s CEO at the time, told The Telegraph that ads might help keep the Skype-to-Skype service free and maintain its quality. Fortune surmised in an article last August that introducing ads could bring in $200 million annually in new revenues for the company. And for the past couple of months, Skype has been experimenting with test ads for the online music service Rdio.
Bewsher’s blog post promises the ads will remain unobtrusive; he says users’ Skype experience will not be interrupted, as pop-ups and banner ads will not appear during conversations.
Though Skype may use location, gender and age, among other data, to target the ads, Bewsher says users can choose not to share this non-personally identifiable data using the system’s privacy options.
For the time being, Skype is focusing on markets in the US, UK and Germany, so ads will appear in those countries first.

SCVNGR’s LevelUp makes a game out of daily deals

Location-based gaming platform SCVNGR broke into the daily deals arena March 10 with the pilot launch of a new app for iPhone and Android. LevelUp, which will be available first in Boston and Philadelphia, uses game mechanisms and location to bring relevant deals to consumers and encourage customer loyalty for merchants.
Users new to the service are considered as being at Level 1, and advance in levels as they buy into offered deals from a particular merchant. Deals get juicier as users progress in levels, encouraging return business for SCVNGR’s partners. For instance, users getting in on Boloco’s Inspired Burrito deal offered through LevelUp might get an even better discount offer from the restaurant the next time they check in with LevelUp.
A SCVNGR blog post claims the deals service is different from others in that rewards can be used immediately, simply by showing the partner merchant the deal on your phone or by making a print-out.

Changes made to Apple’s in-app purchase policy

Likely in response to concern from parents, Apple updated its in-app purchase policy for iPad and iPhone March 9, with the introduction of new device software.
The change will make it more difficult for children to make accidental or uninformed purchases on the devices, which their parents haven’t approved.
Whereas entering a password to make a purchase used to leave the buyer a 15-minute period in which to make further purchases without re-entering that password, now a password must be entered again right after a purchase has been downloaded.
Angry parents aside, the update may also cater to the FTC which has recently voiced concern about the misuse of in-app purchases by children. The organization’s chairman, Jon Leibowitz, wrote in a February letter that the FTC would “look closely at the current industry practice with respect to the marketing and delivery of these types of applications.”

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As for the job offers, there are many of them. The search in the very first search engine will give you tons of pages with the job offers and their description. Nevertheless, it is essential to remember that some of them are scam and the percent of these offers is not that little. The good idea is to avoid the messages of this kind. The easiest way for you to do it is not to deal with the potential employers that ask any money from you. The matter is that these people earn money in the illegitimate way. They are going to get some money from you without giving anything back. Therefore, it would be better not to pay money to them even in case their reasoning has no defects.

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For many people the Internet is the common source of cash. Some of them cannot leave their houses and that’s why they just don’t have any choice. The others consider the work in the web as the source of extra money. There are also some people that prefer this kind of work to the common office working place. You might refer to any of these groups. In any case the online source of cash is accessible for you.

The online works are numerous and the problem of making the choice is always urgent for the newcomers. Moreover, the number of fraudsters willing to make money in the web as well is also great. These people prefer to earn in the illegitimate way. For this reason it would be wise to keep away from them. The easiest way to do it is not to perform any upfront payments in the web, no matter who asks you for it. The upfront payments are good for the online stores but looking for the work in the Internet is completely different and has nothing in common with making the purchases. Nevertheless, some of the Internet jobs are connected with the e-commerce. If you wish to get engaged, there are the online marketing job offers on the special sites and you are free to choose any of them. It would be great to realize what you will have to do in this or that case and spend some time thinking about the opportunities. You have to select not only the profitable ones but also those which are interesting for you. It would be wise not to be in a hurry and make the final choice only in case you are sure that all factors are thoroughly considered. The Internet can make you wealthier.

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Many people who want to make money online choose affiliate marketing as one of the most profitable ways of generating incomes. However, there are not only successful people in this area, there are many failures as well. All people who fail make the same mistakes. There are no secrets to success in online business, it does not matter what all the affiliate marketing gurus tell. Nonetheless, if you are aware of the following five quickest ways to experience failure in affiliate marketing and avoid making the, you have a chance to reach success in this business.

1. Not knowing the product that you offer or promote
When you are endorsing or selling some product, it is recommended to buy it yourself first. If you use the product or have the product then you are more likely to recommend it in the promotional prices you write. This leads to a boosted conversion rates. At least you should do your research. Many people who work as affiliate marketers have no idea about the product that they sell.

2. Trying to sell the product
Your task as an affiliate is to drive traffic to the product vendor’s offer. And their job is to sell this product. Not having a clear understanding of the sales process is another quickest way to make a mistake and experience failure. The most effective way to increase the click through rate from your affiliate page is to pre sell the offer, either with review or some story and not writing a sales pitch.

3. Driving the wrong type of traffic.
Make sure that the traffic that you send to your affiliate page is targeted. Very often affiliates drive rubbish traffic to their offer page and then wonder why this does not lead to sales pages.

4. Failing to understand your audience
To convert viewers into buyers, you should find the right audience and find the right product to offer them. If you really understand the needs of your audience, this will definitely lead to increased click and large profits. You should try to solve the problems of your clients, only in this way your business will be profitable and you will make large profits from your products.

5. Targeting browsers instead of buyers
When looking for the product that you will be promoting and the group of people you are going to introduce it to, clarify if the group is going to be buyers or browsers. There are many groups that should be avoided. These people are searching for free solutions to their problems. So, they will not buy anything from you. But this is applicable more to ebooks and other information products. Therefore I suggest promoting physical products in your affiliate business.

Well, knowing why most people fail will help you to reach success quicker. Make certain that you do not do the same mistakes in your affiliate marketing campaign, and you will definitely build a successful online business.

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