Immediacy and the lasting impact of what we say online could be positive or negative. In this case it could have cost Israel the lives of its soldiers on a mission to apprehend suspected terrorists.
On March 4, ABC News reported that the IDF had to cancel an operation to arrest militants in the West Bank several weeks ago after a soldier posted details of the mission.
Here is the message that the unnamed soldier posted his Facebook page:
“On Wednesday we are cleaning out the village of Katana (nr Ramallah) – today an arrest operation, tomorrow an arrest operation and then please God, home by Thursday.”
Comrades in his elite unit saw the post and reported it to their commanding officer. The Commander aborted the mission for fears that operational security had been breached.
The result: The soldier was arrested and placed in custody for 10 days before being forced to leave his unit.
This is serious lack of judgment, but at the time the soldier was merely updating his friends using Facebook and making plans for his return home. He didn’t consider how this information would impact his colleagues, the IDF, and Israel’s security.
“Friendly fire” in this case came from the post and not the bullet but its impact could have been just as severe.
This phenomenon of “post now and think later” is rampant. Whether it is inappropriate pictures that follow you for life, negative comments that could cost you a future business opportunity, or being overly critical in a comment section, these very acts can affect your personal brand.
Using social media has become the vehicle for sharing information in an effective, quick, and inexpensive way. Everyday more and more people seem to be gravitating to it for good reason.
In the frenzied rush to be the first one to report news, we sometimes ignore the bigger picture: the consequences. Perhaps we should slow down, be mindful, be considerate and put ourselves in the other person’s place when participating on social media.
Social media is just that – building relationships to a positive end.
The Kishor Social Media Conference on February 17th was buzzing with expectation to get the answers on what’s “Kosher” about social media. We had a great time and I wanted to share some of its goals and address a few questions that I was asked.
Rav Berkovits Gives Us Valuable Advice
The conference went a long way to educate and guide religious Jewish women about the use of the Internet at large, and social media, in particular. Since many of us want to “do the right thing” and protect ourselves and our families from the challenges that this open forum presents, the conference had an obligation to address many sensitive issues which it did very effectively. Being informed and responsible business people, parents and educators was the focus of the day.
Using online social media platforms is now an essential part of a comprehensive marketing strategy to attract inform, retain, service and form loyal bonds with your audience. With the many tools out there to choose from, the women needed to know why to use it, when to use it, and how to use it to have a voice in their market. See more about the conference at JPOST.com
Here are a couple of the questions I addressed at the event:
Time – Does it take up your whole day? How many hours per day do you Tweet, Facebook or blog
Market – Why must I deal with social media for the religious market?
How Much Time?
My answers were specific to each business owner that approached me. The time allotted to social media varies. It’s all about research and strategy.
“Instead of researching the best ways to engage, many businesses create accounts across multiple social networks and publish content without a plan or purpose. However, businesses that conduct research will find a rewarding array of options and opportunities.” – Brian Solis, founder FutureWorks, in a blog post on Mashable- January. 11, 2010
Investigate and find out where your customers are ‘socializing’ and be active on those platforms. Creating a blog post takes planning, research, and creativity – the time invested into each of these elements is naturally up to the author.
Posting articles and blogs should not take you more than an hour per day. If you are involved in many forums sharing information and connecting with your customers, consider it part of your sales cycle and give it the time if deserves to engage your customers and develop relationships.
Is there a Market?
A book publisher asked me, “Why do I need to be online when my market is only for the religious Jewish community?” Before I got a chance to answer, another book publisher answered, “Are you kidding, a large majority of my business is done online and most of our marketing is done online.” Of course, I mentioned it’s time to expand her market and not limit the company to such a small niche.
The feedback from the conference has been mostly positive, but there are many that still harbor serious reservations about the dangers of exposing themselves and their families to both known and unknown dangers online. A key takeaway for those with such reservations is that others are also struggling with the issues too. Some decide to face them head on, while engaging the new media but with caution. Others are mostly deciding to wait-and-see how the rest have fared.
After viewing this short video, I was struck by how it illustrates all the different positive results Social Media has brought to companies across every product line, service, non-profit, and the education sector.
Social Media has quickly evolved into the tool of choice today to cultivate an audience built on trust between individuals and groups through the continual sharing of everything from personal stories to professional critiques, photographs, and creative works. One the biggest breakthroughs, the use of proprietary software that is now free, is the sharing of software created with open source code.
Customer opinions, instant feedback, and requests are valuable information which companies can now use to create better, more targeted products and services for their customers.
Developing a relationship with your target audience prevents your company or service from becoming a price sensitive, commodity, to be scrutinized or eliminated. As the world becomes a much smaller place through online media and search, relationships become that much more important to each party. One of the ways to create loyalty amongst the sea of “look alike, act alike” products and services is to be unique, approachable, open to collaboration, and be willing to go beyond what is expected.
Social media as a tool for connection has proven itself quite effective. The point of entry is fairly low, everyone is welcome, and the benefits are great, when used effectively.
The formula of success today seems to be in this virtual world of connection; knowledge of the company and its’ offering, plus appreciation and responsiveness of the needs of the target market, all equals continuity and success in business.
Many people that I have spoken to, who provide services, get intimidated when a potential client questions their fees. The proposal has been approved, the work is clear, and the client is ready to hire you. Just some small issues with the fees. How should you respond?
On Tuesday, January 19 from 9am-10:30am the RBS Professional Networking group will meet. In addition to all the networking and business initiatives we gain from meeting once per month, Debbie Benstein and Rachel Swirsky will be addressing the group.
Show Me the Money!
How to Earn What You Are Worth Without Feeling Guilty
Debbie Benstein, www.marketingmorsels.com is a marketing consultant with an original and highly successful spin on marketing for small businesses. She specializes in taking the guesswork out of marketing for her clients.
Since we are women we cannot ignore our other interests as well.
Go for the Gold or Silver
Advice From An Expert Goldsmith
Rachel Swirsky- Phony Art Custom Design http://www.phony-art.com will discuss her business. She is a well trained, seasoned artist that will help us understand how to look after our jewelry and how to choose good, artisan pieces. She will also discuss skill building and project based classes that teach you to create timeless pieces you can be proud of, in a safe and well equipped studio.
We had a great meeting yesterday. The women who attended are dynamic, accomplished, and excited about sharing their expertise and resources. It is obvious that many alliances and referrals will come from this committed group.
We are formulating our schedule for future meetings including topics like: writing a marketing plan, the business environment in Israel, taxes, marketing strategies, branding, budgeting, financial management, insurance, legal, and time management. Each of these subjects has many sub categories as well.
The next meeting will be January 19 from 9am – 10:30am. It will feature a subject to learn and showcase one of the members. Details will be announced.
The meeting was educational and dynamic. The networking segments resulted in brisk business card exchanges. The lively interaction during the group meeting led to some suggested solutions for specific business dilemmas and to some potentially helpful resources for several participants. Most participants announced their interest in future gatherings of this group. Kol hakavod Esther, for launching the project! We look forward to benefiting from it. –Yoheved G
Thank you so much for organizing the networking event. I thoroughly enjoyed it and gained so much already. — Naama G.
Thank you for hosting such a wonderful meeting this morning. It was a terrific experience for me, meeting so many nice and talented women. – Rachel F.
Thank you for organizing and hosting the group this morning in your beautiful home. The meeting was great and I’m excited about the future of this group. I would be happy to help out with the group if you need. — Rifka L.
Ever get confused why trends are going up or down in your product or market and have to refer to the company mailing list to get some insights? How embarrassing.
With the new Annotationsfeature from Google Analytics all the details for the change, at a point in time, are right on the graphs. Instead of trying to maintain a separate excel spreadsheet detailing all the activities that might affect your brand or market, its recorded right on the graph and becomes a valuable, comprehensive reference tool.
Bringing ‘intelligence to data’ is key to an immediate understanding of what events or circumstances contributed to the change being reflected in the graph. It will save a lot of time, money, and frustration having everything in one place with the click of button.
In the same way we share information on Google Docs, Annotations allows each marketer to post all marketing activity, design changes, or sales related information to help explain the data.
The information can be available to people within the company or outside consultants and vendors to get a snapshot of your business.
Market shifts are also recorded to give the analytics context and a baseline for comparison.
This video from Google will explain the specifics. For more information go to http://bit.ly/7XZDUF
Several friends sent this to me today. It is hysterical.
There’s no one like mom to be there for you exactly when you need her. The endless sacrifices she makes, and all the effort she puts in, just to help her children.
Listen and enjoy and have some special thoughts about your mom.
Every day is Mother’s Day.
And by the way, if you know where this piece comes from, please post a comment below so I can at least give them credit.
Back in 1956 when the release of the film the King and I blasted onto to the silver screen they didn’t know that they were onto the most effective method of networking.
I just returned from a meet up with Jerusalem Business Networking Forum where the guest speaker, Ezra Butler, spoke about how to improve your networking skills. It’s the oldest trick in the book to actually care about the person you are talking to. To find a common ground to start a relationship that is mutually beneficial. Find common interests like fitness, diet, lifestyle, or hobbies and share. Instead of trying to sell them on you and your business, find out how you can help them and take action. I try to be a “connector” a business “shatchan” and I find it’s a great way to make business friends. He talked about being engaging, motivating, and fun. I agree with that but that is difficult for many people. Tell a story, offer a great quote, share some industry news, and be memorable. Pick one and it might stick.
The one I liked the most was, find a reason to follow up. It’s one thing to meet, greet, and flee. It’s another thing to remember and act upon another person’s needs.
This is basic building relationships “101” but a much needed reminder in our impersonal – text instead of talk, “I’m in a hurry and have no time” kind of world that we live in today.
Social Media was meant to be a giant cocktail party where we share information and contacts and we build trust and engage with our audience.
Let’s get back to basics.
now gives Israelis the ability to transfer funds from their PayPal account balance directly into their Israeli bank account. PayPal users and merchants do not have to open a US bank account or withdraw from their Visa card in order to obtain their funds.
This is an eagerly anticipated breakthrough for Israeli PayPal users.
Move Funds Freely!
Israeli merchants and users now have the ability to move unlimited funds from their PayPal account to their bank account.
Additionally, there is no fee for transactions over 1,000 NIS while the fee for withdrawing less than 1,000 NIS is only 8 NIS per transaction.
Just log into your PayPal account and start transferring funds today. PayPal’s new shekel transfer service is time saving, convenient and will make your daily business transactions more efficient.
Stay tuned for more information on the PayPal Israel website www.paypal.com/il or follow them on Twitter @PayPal_BaAretz.
I always felt that employees working in customer service knew the client the best. No marketing study or sales report could substitute for a good 10 minute conversation, especially from an unhappy customer. They will tell you everything what is wrong and many times also tell you what you are doing right.
Today, we “talk” via the computer and text through the cell phones. Almost gone are those precious face to face meetings that create a relationship of trust. Communication has become impersonal…..until recently.
The new platform for customer communication is via social media where buyer and seller can interact. Through Social Networking, Blogging and Micro-blogging your company can continue the conversation with your customers.
An unprecedented change has taken place, putting tools for publication, discovery, and real time interaction, in the hands of everyone – from simple text to photos and video. Social media tools are changing businesses in terms of how they can connect with customers, partners, peers and even the competition.
Future customers may hear about your business as part of a Social Networking Web Site. The new consumer is as likely to find your business through a Social Network as a Search Engine.
It is becoming imperative that businesses develop Social Media Marketing Programs. Your customers expect it and your competitors are adopting and using Social Media to connect and interact with current and future customers – possibly even your own. The number must have gone up by now but in 2008 Cone Business in Social Media Study, states 93% of Americans believe that a company should have a presence on social media sites and 85% believe that these companies should use these services to interact with consumers. Social Media today threatens to replace e-mail as the primary electronic communication.
Integrating Social Media
Developing an effective Social Media Marketing Program involves investigating and determining a number of factors such as:
What are the goals and objectives of your company’s Social Media Marketing Program?
Determine responsibilities for program implementation and monitoring.
Strategy for the development of required content.
Prepare company guidelines for communication and participation.
Who and how often will company staff be empowered to communicate the Social Media message
Define criteria to determine the effectiveness
Companies that are using Social Media are gaining entrance into the homes and minds of their consumers. When a prospective consumer becomes a “fan” of a product on Facebook, or they follow a company on Twitter, they are requiring the company to translate their abstract corporate persona into something more personal and relatable. With that “personal” connection the customer is asking for information and support not just as a consumer, but as a “friend.”
Through stories, helpful hints, photos, videos, testimonials, and blogs the customer is demanding a deeper relationship which fosters commitment on both sides.
now gives Israelis the ability to transfer funds from their PayPal account balance directly into their Israeli bank account. PayPal users and merchants do not have to open a US bank account or withdraw from their Visa card in order to obtain their funds.
