I break ‘follow strategy’ down into four categories:

I pursue people and brands who:

• I like, want to support and stay connected to
• are local (most of them)
• are creative thinkers in graphic design, web and social media
• are leading the way in sustainability and innovative eco solutions

I follow back people and brands who:

• are all of the above and…
• Tweet content that is authentic, genuine and inspiring
• engage their audience, talking with rather than at

I don’t follow back people and brands who:

• talk at their audience instead of with their audience
• I don’t share something in common with (i.e. professional, hobbies, etc.)

I block people and brands who:

• have no information in their profile
• have no Tweets. (Tip: If you’re going to build an audience, provide some content, then pursue followers.)
• Tweet only quotes, links, sales pitches, et al.
• Spam me
• have a frightening avatar
• seem just plain weird

Do you have a Twitter follow strategy? What is it?

After spending two weeks in Puerto Vallarta, “No gracias” rolled off my tongue faster than “Donde esta el baño?” or “Una margarita por favor”. The beach, Old Town and the Malecón swarm with locals peddling everything from jewelry, to pottery, to blankets, dresses and temporary tattoos. Some beautiful items, but fifteen minutes of bartering will most likely get you a more expensive deal on a product made in China (defeating the purpose of truly supporting the local economy) than you’d pay at your home-based import store. More than ten vendors per hour will greet you under your favorite thatched roof beach palapa, all pitching the same “unique” souvenirs, the same way…

“Jewelry señorita?” — “How many you want?” — “Almost free!”

So you can only imagine my surprise, and delight, the day I met the Muffin Man. Dressed in white, 30-something, sun-kissed, unusually shiny white smile, nicely groomed ponytail, rectangular pan of freshly baked, and still warm, muffins balanced atop his head, secured by the grip of one arm.

“Muffin Maaaan! Come and get your muffins!”

Chocolate. Banana. Coconut. Orange.

No bartering. 15 pesos each (about $1.25).

Sold.

Not only does the Muffin Man sell out of muffins each morning, tourists wait on the beach for him from 10am until noon (guilty) for the chance to soak their teeth into one of his delicious delights. And it isn’t unusual for hotel patrons to order light on their breakfast at the beachside café in order to save room for the Muffin Man’s deliveries.

I doubt we’ll ever find the Muffin Man speaking at any business or marketing conferences (although that’s not a bad idea — watch out Seth Godin). But, as entrepreneurs, marketers, creators and innovators, we can learn some important lessons from his success:

• Find an opportunity/need, and create your product or service to fill that opportunity/need.
• Be different. What “everyone’s doing” isn’t necessarily what everyone else wants.
• Be better.
• Provide quality.
• Know your market. Be where they are.
• Value your product/service. If you do, your audience will too.
• Make it simple. Avoid overdesigning, overadvertising, overdoing.
• Show pride and passion in your business. Excitement is contagious.
• Rely on, and don’t be afraid of, social marketing. Fans will talk. Let them.

Whether you’re in the muffin, music or magic business…the concepts outlined above are the same. If it works for the Muffin Man, it can work for you.

Dave makes great bread here in the Pacific Northwest. He’s built a strong brand and has a lot of loyal breadlovin’ fans. So what happened when the Killer Breadman went social online? Let’s find out….

Q. Why did you decide to take the plunge into social media?

A. Even before I finished designing my first Killer Bread varieties, I began to see how much more effective I am when I get lots of feedback from customers, potential customers — even haters. I am very open with my marketing which, to me, means interacting with lots of people who can teach me things as well as re-affirm that what I’m doing is good. They are my support group, and they make me stronger. Social media does not take the place of the wonderful one-on-one that I get from farmers’ markets and events, but it’s much more efficient.

Q. Were your business partners and staff on board with your enthusiasm? If not, what did you need to do to convince them?

A. I’m not sure if they were all that excited about it, at first. Since we were already successful when I started doing Facebook and Twitter, we are always a tad apprehensive that anything unproven might be a distraction, diluting other efforts. But everyone understands that I have a personal connection to the community and how important that is. Of course, the proof is in the pudding.

Q. What fears did you have about making an online effort?

A. That perhaps I needed to stop being so “out there” as we grow into a medium-sized company. That I wouldn’t really have that much to say, or time to say it.  That we were already doing a good job, and why take a risk by putting yourself out there even more.

Q. What’s been your favorite and or most useful social media tool so far and why?

A. For me, it’s my Facebook Page. I can put a lot of information on there, like nutrition updates, events, letting people know when and where the great DKB deals are, and promoting my charity work. One of my favorite things is feedback I get on proven and unproven products, new logos, t-shirt designs, etc. Also, when I update my Facebook page, it updates my Twitter status automatically, leaving a link to Facebook for more info.

Q. What have been the benefits of your online efforts thus far?

A. Great feedback that will influence product development and improvement, a growing online community of DKB fans — getting the word out.

Q. How has social media opened doors that wouldn’t have otherwise been there for the company?

A. It has provided a way for me to keep in touch with the people who eat bread. It’s getting harder and harder to find time to do that — social media makes it a lot easier.

Q. Social media seemed like a great extension of the strong brand that you already built. Did participation come natural?

A. Yes — I don’t force it. I don’t preach, or try to be something I’m not. It’s part of my growth, and that of my business. It is just a tool that makes me a better marketer.

Q. I heard you switched from Blackberry to iPhone and hated it. What happened?

A. I love the Blackberry’s keyboard. Since I’m on the road a lot and I write lots of emails on the fly, I want a keyboard that’s easy to use. If I was used to an iPhone, I’d probably feel that way about a Blackberry. I do miss the iPhone’s cool screen, though.

Q. One of the biggest concerns for businesses who decide to utilize social media as a form of communication and audience building is time. How have you managed to work it into your already business schedule?

A. Well, I haven’t taken a vacation since I got out of prison (5 years). Does that tell you anything? Basically, every waking moment is a potential “Tweet” moment. The cool thing is that the time you spend with it is time well-invested.

Q. What’s your favorite social media story for DKB so far?

A. One DKB lover comes from Folsom, California to buy a couple of dozen loaves of bread at a time at Winco. He always Tweets about this when he does it. The OSU basketball team is a big fan of my bread. Many actors and other celebrities have written about my bread online. But my favorite story is about a lady who wrote an unfavorable review of my bread on MySpace, without even trying it! She called my story a “gimmick” and said that my bread was too expensive. She wouldn’t even try it. It was opportunity knocking. I was tipped off, and joined the comment thread. It was fun. I got a chance to gently refute all her claims, while telling her that I truly valued her opinion. I’m told I picked up several new customers that day. I don’t think she was one of them, though, and has since privatized her profile.

Q. Has your participation in social media caused your marketing plan to change at all? Are you spending less money and time on other forms of outreach that you’ve now replaced with social media? If so, are you glad you did?

A. For me, it’s mainly just an extension of what I was already doing — just another way of getting the word out and connecting with people. It has saved time in places, and definitely been cost-effective for what we get out of it. However, I would emphasize that the more time you can give it, researching and strategizing, the more you can get from it. Spending time checking out what other people are doing can also be inspiring. I’m just a baby in this game, and there are a lot of better players.

Q. Overall, how do you think social media has changed your business as a whole?

A. For me, it has allowed me to keep the amazing connection I’ve always had with customers, and on a bigger scale, even though I have less and less time to actually meet and speak with them face to face. It’s a big deal.

Q. Have you seen a direct connection between your social media participation and sales?

A. It is hard to gauge any direct relationship. Twitter and Facebook have been an extremely effective tool for getting the word out about new products, Costco expansion, Winco, and special deals at Fred Meyer, New Seasons Market, Central Markets, etc. During the few months that we’ve been doing Twitter and Facebook our sales have grown perhaps 30%. Social media lets us inform people in real time. There is no doubt it works, and our new packages tell people to follow us on our social media sites to stay on top of all of these happenings. Informed customers buy more bread.

Q. Anything you’d like to add?

A. If you are passionate about what you do and value that connection with people, Facebook and Twitter are a no-brainer. I can’t imagine being without them today.

Thanks Dave! Keep rockin’ the Killer Bread, and social media.

Many of us grow up to believe, even from a very young age, that money equals power, and thus powerful people are wealthy. Possibly true in a lot of situations. But lately, a little blue bird has given that theory a run for its money.

Consider the impact that powerful people have — they pioneer trends, influence decision making, lead philanthropic efforts and become role models for the next generation. None of these efforts require wealth. They require a large, captive audience.

Social networks, like Twitter, have given everyone the opportunity to create and build large, captive audiences — thus becoming powerful. You don’t need to be a politician, the CEO of a large corporation or a celebrity to build a significant amount of followers. You need to be interesting, honest, creative, engaging, generous, polite and committed.

If you’ve been successful at acquiring a large audience with Twitter (or any other social network), I encourage you to use your power to:

• educate
• help
• share
• lead
• inspire
• create laughter

Recognize the new opportunities for influencing your audience in a positive way, and take advantage of them. Pretty powerful, eh?

Recently, a member of their IT department created both Facebook and YouTube profiles. There was no strategy discussed. Nothing is really being done with the pages. I cringed.

This friend of mine explained that there’s been a lot of resistance [about online engagement] from the conservative management at the hospital. When I suggested they pull everything down until everyone is on board and a solid strategy is developed, she replied, “but they still really want him to keep it as limited as possible, including us pushing out messages and restricting input from our audience.”

I cringed again. I almost cried.

Question: are the consequences of diving into social media, without a plan, for a hospital more (dare I say) dangerous than they are for other types of businesses because of the sensitive nature of their services?

So how did Alyssa Milano get to number five? Here’s what I think…

• She exudes generosity and kindness, demonstrating her commitment to philanthropy and various causes.

• Positivity wins. Nobody likes a complainer, and as easy as it is to to voice your opinions when you’re frustrated, Alyssa’s glass of Twitter is always half full.

• She’s more than just a pretty, talented face. She’s got personality and she shares it. From her love of baseball, to her dog Gibson, to (yes) what she ate for dinner, we get a little slice of her life.

• Alyssa is engaged! Actually, she’s married. But really…it’s not unusual to see her Tweet a response to a Follower or Retweet a Tweet by someone other than a fellow celebrity.

• This girl knows Twitter. She gets it. And she has no problem sharing links to articles that help her fellow Tweeple learn how to use Twitter effectively.

• Alyssa has managed to self-promote gracefully.  We’ve all received Follow requests from people who flat out advertise — not attractive. As business owners and entrepreneurs, Twitter can be a useful tool to show our audience what we’ve got. But work those business plugs in organically and with moderation. Self-promotion will invent itself through your balanced content (see below).

• A combination of all of the above makes Alyssa’s Twitter stream interesting. She’s good at mixing it up.

• And lastly, she has a pretty hot avatar.

Most of us will never occupy the number five position on Twitalyzer’s Top 100 Most Influential People in Twitter list. But, learn a thing or two from Alyssa Milano’s Twittiquette and chances are you’ll gain the respect, and following, of the people you find valuable.

But what about stepping away…for an entire year? An entire year every seven years? Sounds a bit dreamy if you ask me. As most of us have a difficult time removing ourselves from projects for an hour, let alone a year, the benefits emotionally and professionally might make this pipe dream worth further consideration.

Stefan Sagmeister, owner of Sagmeister, Inc., explains in this TED talk how closing his business for a full year every seven years inspires creativity and innovation.

Are you planning your sabbatical, or maybe just a three day weekend?

Being a wallflower isn’t so bad, it allows you to observer and learn — possibly appropriate in a lot of situations. Appropriate for Twitter? Depends on your goals and strategy. If you’re like me you want something more out of Twitter — to be helpful, generous, a resource, and a chance to build relationships. But for some reason your Tweets are being passed by — you’re not getting click-throughs on your links or Retweets on stuff you think is really cool. You’re a Twitter Wallflower.

Here are some tips that may help you off the wall and get your Tweets noticed:

1. Be creative: Think outside the box in terms of how you introduce your link. Be mysterious, witty and intriguing. Consider not including the headline of the article you’re Tweeting about and replacing it with something that will spark curiosity (example below).
2. Use hash tags: Hash tags are a great way for other Tweeters interested in certain subjects to find your Tweets. And if all goes well, you’ll attract some new followers, too (see example above using #Microsoft).
3. Use Keywords: Although you want your information to be unique, keywords help your Tweet’s SEO (search engine optimization). So use words that might be commonly searched.
4. Be brief: If you’re following a lot of people you don’t have time to read every Tweet. Keep your message short and sweet. Yes, even shorter than 140 characters (Tip within a tip: Shoot for 100 characters. This leaves room for a couple of Retweets).
5. Credit your source: Posting a link to an article you read on The Huffington Post has a lost of credibility. Let your readers know where you found your article. They may be more likely to click on your link if they recognize the source, and it’s a respected one.
6. Use humor: Bottom line, laughing feels good. Use a little humor in your Tweets. Chances are you’ll get a Retweet out of it too.

Twitter allows us a very short window to attention grab. Make the most of those 140 characters. Maybe treat each Tweet as if it’s your only chance to throw out a message, and do it with style. Because I’ll tell ya, nobody remembers the wallflowers…whether on the rink, or online.

I remember the first time I met Jeff Bunch. He sat next to me at a Portland Social Media Club meeting. The handwriting on Jeff’s nametag read “@jeffreyrbunch”. I chuckled that the adjacent social media geek would give his Twitter handle priority over his own name. In fact, his full name wasn’t written anywhere on his nametag. Soon thereafter I would find myself breaking the tradition, too.

At least one evening I seem to end up in a gathering of fellow Tweeters, bloggers, et al. who are adorned with a blue or red sticker stating, “Hello, my name is”. I now, admittedly, hope to find an “@” sign followed by something that will help make a connection to how I might have initially met some of them — via Twitter of course.

When I was a kid, teenager and…actually up until Twitter hit the scene, I really didn’t look forward to nametags at all. May name is difficult to pronounce and correcting every person who shakes your hand gets a bit tiring after 30-something years. I’ll never forget the first time I overheard someone say, “Hey, that’s embarkcreative.” What a relief.

And when I arrive at one of these events and nametags don’t greet me at the welcome table, I have to admit, I’m now slightly disappointed.

How has Twitter, and other social media channels, changed other traditions or stand-bys?