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Anderson Area Chamber New Media Workshop

I was asked a few months ago by the Anderson Area Chamber of Commerce to spend some time working with businesses concerning New Media and Social Media Strategies. This morning was a great workshop with a small group of people inspired and engaged. It is was so much fun to work with small business owners that are so passionate about their business. This post is just for you, all fourteen of you that spent time with me this Wednesday morning. I encouraged you not to take notes, but to take part in the conversation. Here are the two presentations form this morning. The first presentation below was the primer, the place to get us going.

The second presentation below was a way to think about implementing New Media into your strategy. It is full of some examples and case studies.

I am also including the worksheet as a PDF to download. Click Here to download.

Thanks to the Anderson Area Chamber of Commerce for hosting this workshop along those who attended, specifically sitting through two hours of my crazy information.

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“Follow Me” just does not work?

There is this big trend that has been going on for a while, especially when promoting our Twitter accounts, asking people to follow you. You see it on CNN, on blogs, in marketing collateral…it is the common jargon when asking individuals to join the community.

I guess it all started with the fundamentals of Twitter with “Following” and “Followers.” But are we a community of leaders. Following suggests we are leading the pack, heading in a direction and the people in our community are right behind us as we dive through our social conversations.

Are we really followers or we just a part of a community of social exchange. When you are interacting in your social communities, do you choose to follow someone. Think about it for a second. Let’s say you go to the grocery store and meet your next door neighbor for the first time. You have a conversation and realize you have something in common. Maybe it is a football team or your kids are in the same algebra class. You choose to continue the relationship, choose to get to know the person. Are you clicking the follow button? Or are you joining a community of conversation that is ultimately building a relationship wrapped around trust.

Twitter has created a discourse wrapped around “Following.” It is a community of fun conversations, interactions, and relationships. But there are many who have chosen to take on the “Follower” discourse as literally as many interpret the Bible. It is the golden truth. We as marketers even leverage the discourse as we build campaigns for our clients. The goal of this literal discourse, create a “Thought Leader.” We build these accounts, set-up blogs, create fan-pages, develop YouTube channels to become “Thought Leaders.” But who are we leading?

Are we really thought leaders in this wide approach to social media communities. Do we really have followers? Is it necessary to tout that we have so many followers? Is it really ego driven and not about community? Do we let it get to our head so much that it has become a pecking order, like the high-school popular crowd. It almost builds a dichotomy, a distinction between the haves and the have nots as we watch individuals/organizations rack up big “Followers” numbers. Or is it really about sphere of influence. We want to increase our followers so we can influence more and more people with our message.

It can be addicting, where everyday we click to see if our numbers have changed. Is it mass media or is it a definitive way to measure success. We use the numbers as a ROI metric which helps marketers calculate value for the dollar. Followers…and interesting choice of words.

Have you sat back and really thought what it means to have “X” number of followers on Twitter. I kind of like Facebook’s approach to the whole thing…”Friends.” We have connected with our “Friends” and we have an exchange of conversation. We get to sit back and watch our friends enjoy their day, and we just say hello or even “Like” something when it strikes our fancy.

Building a community of conversation is not about followers, it is about like minded individuals that chose to engage with one another. The discourse of “Followers” will always be there but we should interpret the language in a different way. We should “Engage.” We should rethink how we interpret the number of “Followers” and “Friends” in our social networks, remember it is a community of people and they are humans.

If these social networks are supposed to be the digital metaphor of our human, social interactions…would you walk up to someone, shake their hand, share a story, then ask them to follow you? Maybe if you are politically minded. Instead you would listen and try to find another time to meet and chat again. To bad we have to chose online to “Follow.” I still like the idea of clicking to find a “Friend.” It makes more literal sense.

Why not take the Dalai Lama approach to our constituency bases and and let them lead the pack?

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Foursquare & Gowalla – The Next Bonus Card?

Where ever you live or how ever you shop…you have been asked to sign-up for a bonus card or discount card. You know that little card that you can put in your wallet or on your key-chain. The one that is swiped each time you walk in that store and make purchase. You might be that person with all sorts of bonus cards from the local grocery store, hardware store, and even your local sporting goods store.

You were attracted to this card because of the immediate savings you will see when you check out. You can experience the “buy one, get one free” or even the “half off” special. Whatever the promotion, swiping the card earns you savings. Swiping the card provides the retailer a better understanding how to stock the store based on your demographics. It is a smart way to not only audit the “stock” but to audit buying tendencies of each consumer.

Is Foursquare and Gowalla the global bonus card system? Well, first off…let’s look at the incentives of this innovation:

  • Some retailers are offering promotions when checking or checking in multiple times.
  • Finding like minded individuals who have been to the same or similar location(s).
  • Reading reviews and/or experiences of other “consumers” at a particular location.
  • Ability to build a map or trip for group of individuals to enjoy.
  • Providing community based marketing for retailers and organizations.

How do you feel when you walk up and swiping that bonus card? Other than the great savings you are experiencing? Do you think about what tendencies are being saved when you swipe that bonus card then your debit/credit card. Now I am not preaching this whole conspiracy theory that the government is out to get us. But, what are retailers saving about us on the world wide grid. Are tendencies are being saved, each time we swipe the bonus card, the credit/debit card, when we do a keyword search in Google, and even when we Tweet. I have Google Alerts set-up with my name as the search keyword and look what was sent to me in my daily update, a link to this:

http://shopalize.com/bobbyrettew/all

Yes…I have not seen this site before (Shopalize), tracking keywords in my Tweets. Where ever I go, what ever I say; in this digital world, someone is aggregating my information for marketing purposes.

As I was sitting here writing this post, a Verizon Commercial (above) played. The one thing that stood out in this commercial (as this lady walked through the town…chatting on her phone) the “world” around her was “tuned” to her position. Each turn of the corner…tuning to her Tweets, her “Check In’s”, her searches, her purchases. Her “Check-In’s” geo-located to aggregate all the relevant purchasing power this lady has during this little trek. She has walked this path before and the little towers tuned to her position are the collectors of the magic little bonus card in her palm…the mobile device.

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Hospital Social Media Bandwidth Demand is Heating Up

Evolution, evolution, evolution. Word of mouth gone digital…and the result, a CIO’s worst nightmare: SQUEEZE MORE IN THE PIPES!

BizReport.com reported in April, 2010 stats that we already know intrisically…7% of all business Internet traffic is going to Facebook and 10% of bandwidth used in a business is getting chewed up with YouTube. Makes sense because YouTube has become the number two search engine below Google.

Let’ look at the Facebook stats:

  • More than 400 million active users
  • 50% of active users log on to Facebook in any given day
  • Average user has 130 friends
  • People spend over 500 billion minutes per month on Facebook

WOW…so, we know that people are accessing Facebook at work in some capacity. Let’s look at another statistic that I found interesting: There are more than 100 million active users currently accessing Facebook through their mobile devices and people that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.

Well…if you can’t get it on the company computer then you can pull out that iPhone, Blackberry, Android, etc. to access you favorite social media site. I have already tackled the reality of why hospitals and organizations should open up the pipes to Social Media, so I wanted to look at what are the hesitations for corporate decision makers. What are the top two arguments for not opening up the pipes to Social Media: 1) employee productivity and 2) bandwidth.

Infrastructure is a huge issue. Think of it this way. I have a house that was built in the 1920’s. The plumbing in the house was probably re-built in the late 70’s. I have a half-inch pipe servicing my house…so when someone is the shower, you better not flush the toilet or turn on the washing machine. And…do not plan on taking two showers at one time or consider doing the ole Navy Shower routine: turn on water and rinse, turn off water and wash, turn on water and rinse.

So…using this analogy…think of bandwidth in the same regard. Lots of hospitals have the same position when it comes to IT infrastructure. Legacy wiring, switches, etc. to support an ever increasing demand for bandwidth. So imaging opening the flood gates to all social media and other resource intensive web based, community platforms. There is only so much a hospital or organization can support given the current infrastructure. So with the demands of increasing bandwidth needs and access to information…there are policies and procedures that have to be put into place to decide how to allocate resources. The Department of Defense just recently opened up the pipes to Social Media but put into place strict guidelines for use…a “Consistent Policy.” “There has to be since 47 million of Americans visit Facebook daily, which is nearly as many who watch TV daily (55 percent),” states Neilsen.

So how do we get hospitals’ and organizations CIO’s and IT Departments on-board with opening up the pipes for Social Media’s:

  • First – Build a team to assess this demand. This includes heads of marketing/pr, IT (CIO), finance (CFO), and service area department heads.
  • Second – Build an advisory team built of individuals on the ground level. These are the individuals actively accessing Social Media as brand ambassadors.
  • Third – Build policies and procedures for implementing Social Media usage on all levels. Whether it is a patient, visitor, employee, or leadership…all users should have guidelines for usage.
  • Fourth – Assess current infrastructure and how the increase in demand of data will affect infrastructure and costs associated with opening the pipes.
  • Fifth – Implement a strategic plan for who and when can access Social Media platforms. This is based on access and cost to access data.

Bandwidth costs money, whether if it is the amount of data transfer, the physical pieces of technology that manage the pipes, or the human capital accessing the networks…time and usage is money. So what type of investment should we allocate to this growing demand for information?

Remember the one stat that I mentioned earlier, one that I am sure is making a CIO happy: there are more and more people accessing Facebook on mobile devices. Is this out of necessity because corporate pipes have been locked down or is the mere fact more and more mobile devices have access to fast data and applications. This is diverting the bandwidth issue but raising the problem of whose mobile device is being used to access the Social Media’s? Is the company footing the bill for the device or is it a personal device; regardless, people are accessing Social Media.

People want access to stories and they are connecting with stories via social media’s!

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It is a Social Media Revolution! Getting ready for healthcare panel discussion.

South Carolina Hospital Association (@SCHospitals) and Carolina Healthcare Public Relations & Marketing Society have put together a Social Media Conference in Columbia, South Carolina; a conference to bring hospitals from North and South Carolina to have a conversation. They call it a Social Media Revolution.

Thought leaders Ed Bennett and Reed Smith will be leading the discussion and providing the platform for hospital discourse to flow freely…the conversation: what does Social Media mean for my hospital. If you want to follow the conversation on Twitter…Click Here or use the hashtag #smrev via Twitter.

I have been asked to lead a panel discussion in the afternoon, so I thought I would spend a few minutes to refine some notes for the discussion.

Here are our panelist:
Dr. David Geier (@DrDavidGeier)
Director of Sports Medicine | MUSC

Ronda Wilson (@GHShospitals)
Director of PR & Marketing | Georgetown Hospital

Andrew Busam (@randolphhosp)
Public Relations Coordinator | Randolph Hospital

Sally Foister (@SallySF & @GHS_org)
Director of Marketing | Greenville Hospital System University Medical Center

Discussion Points:

Marketing
– How did you get started?
– What are your successes?
– How did you get started operationally/organizationally
– How do you manage your outlets?
– How do you find the resources to manage?
– How does SM fit into overall strategy
– Georgetown – Why did you wait “so long” to integrate?
– Dr. Geier – How do you use it under the umbrella of a bigger organization?

HR/Careers
– How is SM being used as a HR/recruitment tool
– How do you manage conversations inside an organization? Or do you?
– Can it be used to recruit nurses?
– How are you using to promote career paths?
– Is recruitment a part of your strategy?

HIPPA/Patient Information
– How do you deal with privacy?
– How do you deal with SM Diagnosing?
– Do you want to be a thought leader online but not physician online?
– How do you use SM to create conversations as a physician?

General
– How can a small bed hospital use SM to engage a community?
– How do you monitor conversations and address audience concerns/complaints?
– How do you manage accounts?
– Who wears the “Company” hat or who keeps it personal?
– What is the strategy from an aesthetic branding perspective?

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Communicating our story: What is our brand message?

How many freaking hats to do we wear? As entrepreneurs, business people, business owners, marketing professionals, whatever it may be…we wear so many freaking hats. With all of these social media technologies sprouting up faster than the hair on my face…we are constantly trying to figure out how we use them, for which audiences, and which brand.

Yep…these hats we wear…they are our brands. Really, think of all the brands we represent under our own umbrella? At any point in time, we are involved in at-least three to five different things where we have to take off one hat and put on another. Currently, I juggle four different hats…the company I am own (Bobby Rettew, LLC), the class I teach (Business Writing at Clemson), my personal life (home life, family, marriage, etc.), and the collegiate networking event I have developed (NetworkBash at Clemson). Each of these hats support the overall brand of Bobby Rettew. But each one of these hats, these brands are like subsidiaries of a bigger company umbrella.

Why is this important…as more and more communication tools emerge and social media technologies help us communicate…we have define & develop each brand so that we know how to communicate while we are wearing each particular hat (brand). You have to define the brand before you can figure out how to communicate the brand. So step back and think, what is the mission statement of each brand. Define it…when you put on that particular hat for that brand, what is your mission statement. Now the mission statement for that brand is more than just the mission statement of the company itself, but how you represent that company.

Example, let’s take Bobby Rettew, LLC for a second…it is one of the hats that I wear. Let’s write the mission statement for this brand:

1) Bobby Rettew, LLC is a messaging company that uses new media and social media to produce and distribute the message online.
2) Bobby Rettew is the principle owner of Bobby Rettew, LLC as a storyteller, message creator, new media producer, videographer, and non-linear editor while also handling all marketing and public relations.

So when I put on the Bobby Rettew, LLC hat…I am constantly trying to find new ways to market and spread the word about our services while servicing the clients that we represent.

Now….how the hell do we deal with all the ways we communicate for each brand…each hat we wear. I have to keep things separate to try to manage. For starters, I have separate email addresses for each brand, each hat that I wear. But hold on…there are so many freaking different ways to communicate..and so many hats…and so many audiences.

Well…each hat that you wear, each brand you represent has specific audiences and specific ways to communicate to those audiences. Using LinkedIn might make sense to communicate as I wear my personal brand but might not work while wearing my Business Writing at Clemson brand. We have to define each method of communication for each brand and how we use each method.

While I am wearing the personal Bobby Rettew brand, I use Twitter, Facebook, LinkedIn, Blog, email, video, and Face-To-Face. But each one has different communities, different ways we interact, and different ways we use that technology. BUT EACH IS DIFFERENT…and they are only ways we communicate.

OK…step back for one second because not all of these work for all communities! Not all of these work for all of your brands! Really…if Twitter is not appropriate…THEN DO NOT USE IT!

So, how do you figure this out? Get out a piece of paper and draw a triangle. Label each point with Purpose, Audience, and Delivery. Then above the triangle, write the word Context. The context is the brand you are trying to communicate. Identify the audience and the purpose of the brand…then list all the delivery methods (Twitter, Facebook, Face-To-Face, Video, Email, etc.) that would work to meet the audiences needs. Choose one, two, three, or all of the above.

Why am I writing this….because there is a lot of hype about social media technologies and they are growing not only in numbers but also market engagement. As these social media technologies grow, more groups are engaging from both an audience perspective and from and marketer perspective. Throw this in the bag of tricks with all the other tools that we as practitioners use to execute our strategies. It is becoming more and more important to identify why and how we use each tool to meet the audiences needs.

So many marketing professionals are starting to blend the strategies of one communication strategy to the next. Each communication strategy is not a one size fits all. This is evident in the increase spam we receive in email, less engaging Twitter followers, a Fan Page invite for every cause that has some sense of life, and blog after blog after blog entry that has no purpose other than just increasing the digital footprint.

Hello friends…did you know that print still works, television advertising is still affective, Face-To-Face is alive an breathing, and word-of-mouth is the most powerful of all. Each of these is a technology…each with an inherent purpose. So here is the real reason why I am writing this…we (including me) need to sit back and identify why and how we are using each of these technologies to meet the needs of the audience and the purpose of the brand. There is a fine line in capitalizing in a new technology when it is only a technology.

I am writing this to myself, to remind myself that I am a practitioner that represents the best interest of my clients and their brands. How are we helping our clients wear their hats, their brands, and communicate their message. If the hat fits and the megaphone is working….then lets communicate the brand. What hats are you wearing and how are you communicate those brands? I am not a brand strategist…I am just a professional communicator.

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Social Media: “Where is the Beef” – Cleaning out the Noise!

It is about that time…time to re-evaluate and get organized. I have been using Twitter for the last year and a half; and now I am to the point to re-evaluate some things. About a month ago, Spike Jones cleared out his Twitter Account. Well, he actually closed his account for two weeks. Regardless of his intentions and underlying reasons, it got me thinking. What is the value of following close to 3000 people and have the equal number following me? What does that really mean?

When I train organizations to use Twitter for business, I describe “this” social media (Twitter) this way. It is like going to be ole event, say a conference. The people attending are those who you are following. When you walk through the doors of the conference room, you notice those 3000 people talking in groups or even just hanging out. When you walk into the room, you have some purpose for attending. Whether you are there to meet someone, find a group of people, or sit at a table; you make your way through the room, stop and talk with people for a minute. You shake hands, share pleasantries, and even engage for a few minutes in some conversations. You do this as you make your way through the crowd…jumping in and out of conversations. This is how I view Twitter and the conversations I engage while using TweetDeck.

Over time I started using Twitter lists…creating columns of people to watch and enjoy conversations. These conversations are organized in lists based on subjects. The subjects (or columns) I have been watching have evolved…and so have some of the relationships. Those online relationships I had last year have changed in some way whether it may be based on interests or different places professionally.

I use Twitter for BUSINESS. I forge personal relationships and business relationships via Twitter based on business positions. My business is my name (Bobby Rettew, LLC) and my business is both my personal and business life. So “Twitter Means Business” for me!

So…I have re-arranged who I follow, who I have in columns, who I have in lists, and have made a goal to forge new and exciting relationships along with continuing to grow current, strong relationships.

I am getting rid of the noise! Those senseless self, over promoters. Cleaning out the “Snake Oil” and bringing more “beef” to my online interactions.

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Health Care C-Suites…have time to blog?

One of the hardest parts of getting health care organizations to engage with blogs, is finding the personnel to actually write the blogs. The idea behind the blog is easy to sell to an organization, even the organization gets excited about the idea of the blog, but it ultimately comes down to servicing the blog. This even transcends social media technologies…once  an organization engages, then it is all about servicing the social media platforms.

This comes down to personnel and fundamental problem beyond staffing, integrating something new in the marketing/pr strategy. Hospitals and health care organizations are typically large organizations with a marketing staff that is already stretched.

Social media strategies have to integrate obtainable goals simple strategies that make time management a feasible part of the current workload. This provides a couple of things, user engagement and simple ROI. Health care marketing professionals have to find some positive result to integrate a new strategy inside the organization and their respective silo.

Executive leadership loves the idea of blogs because it gives them the power to control the message. It is an effective pr engine that allows C-Suite professionals to combat out-of-context quotes in newspapers and other forms of media. It is also provides a tremendous platform for C-Suite professionals to take a stand of health care issues related to health care reform. This issue has brought many CEO’s to the blogger world to protect the market space and the hospital they represent…why, it is a political battle that affects a hospitals’ bottom-line and patient ratings.

“Once step at a time!” – This is what I tell health care marketing directors and C-Suite professionals. If you want to start a social media strategy or a blogging strategy…do not bite off more than you can chew.

Write a mission statement for the strategy and plan out when you will service these social medias. This is purely a time management issue…plan it out! Decide who will service the blog or social media. If the CEO is going to write his/her blog, then set a schedule for them to integrate within the busy schedule. This means, integrate the proper technology to facilitate this action. Make sure IT turns down the firewalls so the CEO and marketing professional can access these sites. Also, if a marketing professional is going to help the CEO or Executive to service the blog, set schedules and goals for posts. Be prepared to step away from the schedule if a topical event comes to the forefront that needs to be addressed by the executive.

Also…create a simple strategy to measure your success. Do this from the beginning. Decide what you are “tracking.” Basically, how many times you update, how many followers, how many hits are generated via links, etc. Set obtainable goals.

With C-Suites in health care tackling the blogging world, look at other executives who are blogging. Check out the length of the posts and frequency of the updates. Also, decide whether you want to allow your audience to respond to your posts. This is crucial, because if you allow those to comment on your posts…you need to make sure respond to each comment. Find other blogs that you can regularly read. This is a part of your time management schedule and it allows you to learn not only the “in’s & out’s” of blogging, but it gets you in the language of blogging.

Social media for health care organizations is a reality, but now it us up to the organization how they not integrate the strategy but service it long term.

Great Health Care CEO Blogs:
Running A Hospital – Paul Levy – President and CEO of Beth Israel
Thornton Kirby’s Blog – President & CEO of South Carolina Hospital Association
William L. Roper, MD, MPH – CEO, University of North Carolina Health Care System

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Hospitals should open the “pipes” for Social Media!

Hospitals need to start opening up the pipes to social media inside the hospitals. Like most large organizations, hospitals clamp down on whether employees can access certain web properties: whether it is ESPN, Yahoo, and now Twitter, Facebook, and other social media sites. Here are couple simple reasons I think IT Departments and Executive Leadership should jump in and open up the pipes:

1) Mobile – If employees cannot access the same sites on the hospital computers, they are using mobile devices to access this information. With 3G and soon to come 4G devices, access to information is coming faster and more assessable each day. Whether if you have an iPhone, Blackberry, Android, etc…you can access all the social networking sites, post and update, and even take pictures and post right inside the hospital walls.

2) Internal Brand Ambassadors – Employees are engaging with patients via social media sites like Facebook, Twitter, and even geo-location apps like FourSquare.  They are using their mobile devices and finding other means to connect with patients outside of the firewalls. Building communities is important right now and there is value in allowing those conversations to foster inside the walls of the hospital rather than outside the walls.

3) Patients are Talking –  Patients and making status updates from inside the walls of the hospital. They are using Twitter and Facebook to tell family and friends medical updates of their loved ones. This is a great opportunity to try to engage or see the conversations in real time inside the walls of the hospital.

4) Geo-Location – Patients/Visitors of hospitals are updating with a location inside the walls of the hospital using Foursquare and Gowalla. They are telling the world they have just arrived for a procedure or picking up a loved one, stamping their location, and then describing the experience. There is value in engaging with these conversations.

5) Doctors are using the Internet to gather information – “A recent study by Google, 86% of U.S. physicians said they use the Internet to gather health, medical or prescription drug information. Internet technology allows physicians to also offer their opinions on medicine, or other matters, through blogs (including links to other sources of information) and to consult colleagues by e-mail and through social networking.” – via AMA in February 2010.

Bottomline…the argument is no longer about employee performance, it is whether you want to engage with the patient in real time. I will leave with this quote from the AMA in February 2010 – “Social networking has tripled in the past year, a Nielsen Company survey showed, and physicians have joined the social networking revolution. According to a survey by Medimix International, 34% of physicians use social media.”

Paul Levy, CEO of Beth Israel Deaconess Medical Center in Boston, MA gives an example conversation he had with someone inside a hospital concerning allowing Facebook to become available for hospital employees. This is a GREAT!

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Building a Social Media Presence around Video

Using video is one of those mediums that can really enhance your social media presence and can add so much to your campaign. BUT, you gotta think through this little bag of tricks. If done incorrectly, this integrated marketing tool can make you look like a dummy! (I almost just typed a bad word).

I am not going to talk about message development, that is a whole other ball of wax. I am going to talk about how using video online can help generate traffic, relationships, and enhance your SEO.

First…create a series of short messages around a campaign, event, and idea.  When I mean series, I mean more than 3 different video messages. These need to be targeted at a specific audience and a specific topic. This over-arching theme will bring these messages together.

Second…have a home-base for these video messages.  Whether it is a blog, a video section of your site, or the homepage; these video messages need a home so people can find them within one consistent place.

Third…these video messages need to have a equal treatment in production quality as the message itself. If it is meant to be shaky and  dark…your message better represent the reason why it is shaky and dark. But, be controlled in the delivery of the production quality. The person watching needs to understand your message, the production quality needs to enhance the message not detract.

Fourth…create a channel on YouTube, Blip.tv, or Vimeo to host all of these video messages. Once the messages are created, upload them to these channel and spend time developing the title for each video, the description, and the tags/key words. I sometimes use the URL of the homebase for these messages in the title.

Fifth…schedule a release of these messages. If you have produced 5 of these and you want to share all of them…maybe release them once a week. Use the embed code provided by YouTube, Blip.tv, or Vimeo and place them within the site. Once placed…tell the world!

Sixth…tell the world that they are updated on your home-base. Use TweetDeck and/Hootsuite to regually tell the world that a new video has been updated. Use email marketing and even LinkedIn to tell your spheer of influence that is it live and people can go watch it. Ohh…when you tell them, use the URL where it is located at the home-base and shorten the URL using TweetDeck or Hootsuite. This will allow you to track the clicks. This works well in a blog where you have a specific URL for each blog post.

Seventh…create a discussion around the video that was just updated. Get on your social networks and tell people about the video and ask their opinion about the content, create a discussion.

Eighth…repeat this process. Olivier Blanchard (@thebrandbuilder) talks about consistency and frequency when using new media and social media combined. It is smart thinking.