Would You Cross The Line?

What is it about a juicy business ethics scandal that grabs so many headlines?
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Partly, it’s a guilty pleasure – it’s hard to look away when corrupt corporations or high-profile chief executives get busted in public. We boil over with righteous anger (if not a little jealousy) when power players score eight or nine-figure paydays at the expense of countless “little people” who wind up broke, dead or terminally ill.

Ethical horror stories like these can be instructive, but they’re also dangerous.

The bigger the scandal, the more imaginary distance it puts between the perpetrator and the small choices the average person makes on a daily basis. Who’s going to be hurt by that extra ten bucks on the expense report? It’s not like we’re jetting off to the Caribbean with a widow’s life savings. Most of us would never consider crossing an ethical line like that.

Or so we think.

One problem with that assumption is that few of us ever get close to a line that big, so we don’t really know for sure what might push us over it. The other is that decisions that big are rarely made in one step. They usually result from a series of tiny compromises made over a long period of time.

In his classic business book The Success Principles, Jack Canfield makes a down to earth case for being what he calls “a class act.” You and I have no control over what the fat cats get away with on Wall Street or Capitol Hill, but we do control the choices we make and the commitments we keep. Trust is eroded between coworkers and business partners every day in hundreds of little ways that never make the headlines, but they add up to big long term impacts on success and relationships.

Authors like Zig Ziglar, Stephen R. Covey, Andy Andrews and Miguel Ruiz offer similar ideas on what it means to be a class act. Here’s a sample of some of their best advice on ethics:

1. The simple truth works best.
2. If you make an appointment, show up.
3. If you can’t show up, show respect and call.
4. Keep your commitments and don’t promise things you can’t deliver.
5. If you can’t keep your commitment, do what you can to make it right.
6. Do the right thing, even when it’s the hard thing.
7. Acknowledge and thank people who invest time and effort to be of service to you – even the acknowledgement of an email can brighten the day.
The business world can be a tough place and commitments get broken. While there are some narcissists and sociopaths out there who try to game the system, usually the other party is someone like us who’s just doing the best they know how. What can you do when people break their commitments to you?

If it’s an isolated incident, try these repair tactics:

1. Confront the issue factually and directly, but with balance and respect.
2. Propose solutions based on shared interests, not opposing positions.
3. Put metrics in place to keep track of promises and results.
4. If real amends have been made, accept them and move on.
5. Forgiveness doesn’t mean accepting similar behavior in the future. A pattern of broken trust probably means it’s time to ditch the relationship, even if it’s a customer or a boss.

Author and speaker Andy Andrews suggests that instead of asking if a choice is “wrong” we should ask ourselves if it’s WISE. Each incremental step we take away from the place we recognize as our ethical center is one step closer to crossing a line that may become irreversible and carry unintended consequences. Keeping small promises to ourselves and others is the key to success and self respect.

Questions: How have you or your colleagues been affected when someone compromised their business ethics? What solution did you find and how did the parties benefit from it?

Prioritize Interactions With Customers and Influencers in 2013

Better marketing for your business -- contact us for a free consultation by emailing freeconsultation@ticular.comSome get hooked on marketing automation while others obsess about metrics or branding. While all of them can improve performance, none should take priority over the need to interact with customers and influencers.

Interaction is necessary to help your target market  retain the information that you provide. In the era of mobile digital communication, we are flooded with data, to the point that it’s hard to remember any of it for very long. When one first encounters information, it enters short-term memory, where it risks being usurped by the next set of data to come in. In fact, short-term memory can hold about seven items for no more than 20 or 30 seconds at a time. However, each time information is repeated or used, the more likely it is committed to long-term memory. Interaction reinforces information and will help your target group to remember the information that you want them to retain.

Prioritize Interaction Online and Offline

To initiate interaction online, you need good content. Here are a few ways to improve what you post on the Internet.

  • Use your unique background to provide an original approach to known challenges in your field.
  • Determine the most relevant keywords for your area of expertise and make a point of (re-) using them.
  • Keep sharing your highly original and useful content over multiple communication channels that are utilized by your most important influencers and decision makers.
  • A useful acronym to guide how to structure your communications is AIDA, which stands for: Attention; Interest; Desire; Action.
  • Watch out for comments and respond in a timely fashion.
  • Make sure that you include contact data with your content to facilitate action.
  • Ensure that inquiries receive immediate response.
  • Offer incentives to encourage an ongoing dialogue.

Network Offline

To initiate interaction offline, you could attend networking events. Make sure beforehand that you:

  • Identify the people you would like to meet there;
  • Determine what you’d like to be the outcome of meeting them;
  • Do your research so you know which topics they are interested in;
  • If you haven’t met them before, identify the people who could introduce you;
  • Make sure that you look and act professional – refrain from fragrances (Allergens);
  • Have business cards with you that include services or products you offer;
  • Follow up within 48 hours with an acknowledgement;
  • If you are going to attend another networking event related to their interest; contact them.

Make these things your priority in 2013 and all of the other aspects of marketing will be a breeze.

The Year’s Most Popular Google Searches

Get better search engine optimization -- email freeconsultation@ticular.comThe most popular Google searches in 2012 were:

  1. Whitney Houston
  2. Gangnam Style
  3. Hurricane Sandy
  4. iPad 3
  5. Diablo 3
  6. Kate Middleton
  7. Olympics 2012
  8. Amanda Todd
  9. Michael Clarke Duncan
  10. BBB12
That’s an overall international ranking, as released by Google this week.
Country-specific data broken down into image searches, trending topics and keywords, appears in the full report we’ve embedded below. Underneath it you’ll find another embed, of a video Google created to highlight the year. Let us know what you think of these materials in the comments section.

Which Facebook Pages Are the Best Role Models?

Boost your brand visibility on Facebook -- email freeconsultation@ticular.comWalmart outperforms all other U.S. brands on Facebook, according to the latest report on the topic by Socialbakers..

This jibes with what we’ve previously said about Walmart, which for over a year has outranked other brands in Facebook engagement. Runner-up Samsung also also has more fan interaction than all but one brand.

Note, however, that Socialbakers‘ definition of brands excludes entertainers and celebrities, many of whom enjoy more engagement than any brand included in the report.

Actually, the most engaging pages on Facebook have a religious focus: Jesus Daily in particular has held the top spot in engagement rankings for over a year and a half, and during this period of time another five theologically focused pages have remained in the top 20.

So, does that mean Jesus Daily is a better role model than Walmart? Both merit at least some attention, if not full emulation. Liking their pages on Facebook will enable you to receive updates that will give you ideas on how to improve your own page engagement.

That said, a copy of Socialbakers’ report on Facebook page performance appears below. Let us know what you think in the comments section beneath this post.

Boost your brand visibility on Facebook -- email freeconsultation@ticular.com

Is Stupidity Genetic?

20121207-210043.jpg Could an IQ test could skip the questions altogether and go right to your genes?

Science has gotten closer than ever to being able to make this a reality: Neuroscientists have linked intelligence to a combination of Dlg genes.

Imagine a job application asking for access to your genetic profile to assess whether you’re as smart as your college degree implies. This isn’t just the stuff of science fiction anymore — it comes with individualized medicine.

Except for the fact that it’s already illegal for prospective employers to request DNA samples from applicants. And while we’re at it, it’s very likely privacy advocates will lobby for legislation preventing the substitution of genes for actual IQ tests too. So maybe sci-fi will continue to make more use of gene-based intelligence screening than anything in real life will.

U.S. Budget Problem Could Cut Your Pay 6.2%

Today we’ve seen some of the most compelling data showing what will happen in the U.S. if Congress doesn’t reach an agreement on its budget by the end of the year: the average citizen will effectively have 6.2 percent less take-home pay in 2013.

That’s the effect of tax increases and spending cuts that together add up to $600 billion, which would put the economy into a recession for six months. You can find out how this would affect your own finances using this online calculator created by the Tax Foundation.

Many people either don’t understand the problem or feel confident that lawmakers will solve the problem before the ball drops on Times Square.

Those who worry the most about this issue tend to be involved in capital markets, and claim that businesses hesitate to hire or invest until the federal budget is sorted out.

Regardless, until lawmakers fix the budget, the graphic below has relevance in showcasing the possible cut in Americans’ take-home pay. So let us know what you think of the image the comments section below

freecolar.comltation@ticunsu

Are You Prepared for Social Media Emergencies?

freeconsultation@ticular.comGoogle a phrase like “social media outcry” and you’ll see hundreds of headlines dated within the last 24 hours about the latest nightmare for public relations executives.

The controversies usually follow this pattern: Something is posted on a social network that probably didn’t need to there in the first place, and spreads like wildfire before the subject of the post — or those representing it — responds.

Too often the response comes too late because the poster needs to obtain approval from someone higher up on the food chain.

In an ideal world, the original offending post would be prevented from going up in the first place. While that’s wishful thinking, the next best thing is do-able: a nearly instant response made possible by preapproved templates designed for emergencies.

We’re talking about the social media equivalent of fire drills. And we’ve got just the thing for you to do your own advance preparation for emergencies on social media: a form you can download and share with management — and an attorney — so you can create pre-approved messages for different worst-case scenarios.

Of course, one hopes that emergencies never happen in the first place, but set that aside when filling in the worksheet. To come up with the hypothetical scenario for the first field on the form, think of the worst possible thing that could happen to your brand or profiles on social media. Then think about how you might try to placate customers and the public to minimize damages. And consider using a coupon or giveaway — even creating one just for this type of occasion — that you could give to those affected by the problem.

We recommend that you go through this exercise at least once, but completing several of them will optimally prepare you for any unwanted surprises. For an example of a completed emergency form, check out our Social Media Strategy Summit presentation scheduled for 2 pm PST December 7. Get a 10% discount on registration by using the promotional code SPEAKVIP.

Please let us know in the comments section what you think about the social media emergency form. Also, feel free to share any experiences you may have had with online crises — how did you deal with them?

Click here to download a worksheet that will help you plan for social media emergencies.

 

What Makes People Click

freeconsultation@ticular.comRecommending content works like a charm: 3 out of 4 U.S. adults click on recommended story links within articles, according to Harris Interactive.

In Harris’ survey of 2,512 U.S. adults, three out of four say they don’t get most of their content recommendations from friends on social networks.

Some 92% spend at least seven hours a week perusing online content, with the average session including three to four articles and two to three videos.

Interestingly, over half click on story links within emails from trusted brands, while 31% of say search engines aren’t the primary sources for finding articles and videos online.

These findings underscore the importance of content marketing for business. More supporting details appear in the slides embedded below. Please let us know in the comments section beneath this post how these patterns compare with your own online behavior.

 

How to Manage Online Communities With Social Media

freeconsultation@ticular.comWe’re about to record a webinar entitled “Managing Social Communities” for the Online Marketing Institute’s Social Media Strategy Summit.

The virtual conference takes place December 5 through 7, and attendees will be able to access the 21 sessions on demand. That said, here’s how we’ve described our 50-minute presentation fir the event agenda:

People say things online that they’d never say to your face, making the job of a community manager very necessary. Whether you arm yourself with software for managing discussions on social platforms or go without the applications, there’s still a fine art to reining in improprieties while keeping things friendly, supportive and professional. You’ll learn how in this panel, which also covers:

  • Creating a moderation policy for your page, profile or website;
  • How to handle offensive posts and negative threads; and
  • Turning posts into sales prospects for your brand.

To catch this presentation along with 20 others, click here to register for the event.