Social media is everywhere. In fact, as the old saying goes, you “can’t swing a dead cat without hitting” some mention of social media.

Fur-flying aside (apologies to my feline-loving friends), social media offers small business owners many unique opportunities — not the least of which is the ability to compete on a level playing field with the “big guys” of their niche. And, while more and more mainstream corporations are certainly hopping on the social media bandwagon, nearly equal amounts have been reluctant to do so. While they have mistakenly underestimated the opportunities for brand building and nurturing customer relationships, wise marketers should be making use of this headstart to gain a strong foothold in the niche.

For new clients just testing the social media waters, I recommend starting with “the trifecta” of social media — Twitter, Facebook, and YouTube. We’ll save the discussions on YouTube and Twitter for another day — our focus today is on setting up a Facebook ad campaign, and doing so without spending a dime of your own money.

THAT got your attention, didn’t it? Good!

It should be noted that you must already have a Facebook account in order to use this offer, and you must be new to Facebook advertising. Just follow these steps, and you’ll be on your way to starting your first Facebook ad campaign in no time!

1. Sign up for the Visa Business Network (a free business community) via this link.
2. Create your ad. It must measure 110 pixels wide by 80 pixels high. In addition, you will be able to use 25 characters for your text headline, and 135 characters for your text ad (which will run directly below your ad).
3. You will be prompted to enter your payment information (which will not be accessed until after your coupon has been exhausted. You will receive an email from Facebook to alert you of this.
4. Enter your coupon code (provided by Visa Business Network) where indicated.
5. After you’ve created and uploaded your ad, you will be presented with a series of targeting criteria that will help insure you ad reaches its intended audience. You can set the age range, geographical region, language, and keywords that will trigger the display of your ad. If you have run Google ads in the past, be sure and use your most successful keywords (and possibly even your ad text).
6. Wait for your ad to be approved – generally less than 24 hours.

While some may be tempted to set very broad keyword phrases, I would encourage you to be as specific as possible. This will enable you to maximize the budget you’ve been afforded by the coupon. Over the first week or so, you may want to tweak your ad text or keywords once you start to see the click-thru rates. What better time to make these changes than before you begin using your own funds?

If you are already using Facebook advertising, why not chime in and share your experiences with us? I would love to hear how you are using this tool for your business.

Earlier this evening, we were playing catchup on some of our favorite shows that had piled up in the DVR.

While enjoying this week’s installment of Damages, there was a scene when one of the peripheral characters was purchasing a Cadillac SUV. While at the dealership, he and the salesman exchange a few lines, which amounted to little more than a quick run-through of the major selling features.

Ultimately, the character makes the purchase, after which the camera zooms in on the emblem on the front grill. And this is the point where I sit straight up on the sofa and proclaim…

“Product placement!”

My husband rolls his eyes. I normally drive him nuts with my obsession for pointing out characters in shows, and telling him what else they had been in.

Now I have a new trivia (read: annoying) obsession.

Instead of rattling off character references (which I suppose I am still doing, just to a lesser degree), I am pointing out every shameless product placement that advertisers are cramming into my favorite shows. And, for the record, there are lots of them.

This goes way beyond zooming in on every cell phone that rings in prime time. We’re talking about laptops and desktops, automobiles, shoes, and even “It’s the Big Apple” t-shirts on a murder victim on CSI:NY.

I suspect it won’t be long until we solve the dilemma of Jack Bauer — when he is out saving the day (again), which does he prefer — boxers or briefs? And, will Michael Jordan be there to hawk the answer?

So, What Does it All Mean?

We’re all saturated with ad messages. For those of us who are fast-forwarding through the commercials, advertisers were missing out on grabbing our attention. So, they found another way in.

Guess what? It works.

As a small business owner, this should grab YOUR attention.

Do you have a product that is well suited for a product placement? If so, you may want to consider investigating which shows have set dressers or prop assistants that are looking for new items to use.

If you decide to pursue this, do me one favor. Drop me a quick note with a head’s up, so I can keep an eye out for you.

Despite what your momma told you, folks really DO judge a book (or a product or advertisement, for that matter) by its cover.

Advertising is all about perception — and, when it comes to consumers, their perception is their reality. Let’s assume for a moment that you’ve invented the best widget that the market has ever seen. You envision it lining store shelves all over the nation, or maybe even the world. You can almost hear the “ching!” of the cash register. Oprah better make room on the Forbes list for you, right?

Maybe.

Joe Consumer approaches the store shelf, where he is greeted by several widget options. One is packaged in a bright, colorful box — one that offers plenty of product information, instructions, features and benefits. His second option is packaged in shrink wrap, with a simple label that features limited information, and a company mailing address. Which one is he more likely to choose?

You guessed it – he chose the first widget.

That’s not to say that there won’t be some consumers who wouldn’t be inclined to purchase the second widget. But, the more likely scenario is that consumers will make a judgment about the product based upon the way that it looks. Joe, like most of us, will assign a higher value to the package that looked better.

Now, let’s go back to advertising. Small businesses rarely have the resources to outsource ad agencies to create their promotional materials. The good news is that you can still create effective and eye-catching advertising, even if you’re operating with a limited budget.

If designing an ad is outside your area of expertise, seek the services of a professional to do it for you. The process of finding a designer has become much simpler, due in large part to the growing number of sites promoting freelancers. You can hire a designer halfway around the world with the same ease as hiring one across town. Do a simple Google® search on “freelance graphic artists“, and you’ll see what I mean.

Once you have your designer in place, remember to be smart in creating your promotional piece. If you are looking for a piece that you can use as a brand-builder, you’ll want to select something that has longevity to it — something that you will be able to get some mileage out of. Look for images that can illustrate your product or brand, but give you some flexibility with the ad copy. You’ll find some great resources by scouting out these sites:

• istockphoto.com
• dreamstime.com
• bigstockphoto.com
• photos.com
• artzooks.com
• shutterstock.com

The first option in the list, istockphoto.com, is a great source for finding short stock footage for use in video promotions as well. Costs start at $1.00 per credit. Sites like Artzooks.com are a great way to search multiple stock photo collections at once, and offer a great value if you are in the market for a CD image collection within the same theme. Finally, sites like shutterstock and photos.com offer a number of membership plans, which are especially handy if you are in need of multiple images for print and web use.

Remember to always get the source files from your designer. If you should happen to lose touch with them, or decide to go with another service provider down the line, your new designer can easily work with the original files, and even edit them to future needs. Having the source files will also allow you to supply them to your chosen printing source. Some designers may charge a bit more for the source files, but it is an expense that is well worth it.

Cool…but what about video?

Unless you’ve been living in a cave somewhere, you’ve noticed the growing popularity of videos. Let’s suppose you’ve got a burning desire to promote your widgets on YouTube®. No need to panic — these days, you don’t have to be Martin Scorsese to produce high-quality videos. There are tons of freelancers who create promotional videos. Again, head back to Google®, and do a quick search.

What if you aren’t feeling inspired? Isn’t there an easier way?

Yup – you betcha. Enter Spot Runner.

Spot Runner is a service that allows you to create videos based on stock footage, which can be customized with your script, logo, text, etc. Best of all, Spot Runner can also help you score some airtime on cable television. Now, I’m not talking about sponsoring some little-known cable-access show, either. We’re talking about major networks, such as: HGTV, Spike, CNN, CBS, Lifetime, and many others. And, with clients like Disney®, Jenny Craig®, Dupont, and Coldwell Banker® on their resume, you can rest easy knowing that the folks at Spot Runner aren’t a bunch of talentless hacks, either.

Best of all, with the money you can save using these advertising resources, you’ll have more money to spend on therapy. Won’t that make momma proud?

Bad case of insomnia this evening (technically morning, now…but I digress).

I see that the announcement of Obama’s running mate should be announced later today. I am curious whether or not they will continue with the new logo once the announcement is made, or if it will go through another change. The second logo (launched in June) is startlingly similar to the actual seal of the President. CNN’s story breaks it down:

“The seal includes the same bald eagle as the actual presidential seal clutching an olive branch and arrows in its talons, but instead of a shield covering the center of the eagle’s body, the Obama version displays the campaign’s trademark “O.” Unlike the Presidential seal, which includes the words “Seal of the President of the United States” around the circumference, “Obama for America” and “www.barackobama.com” grace the top and bottom of Obama’s.

Finally, just above the eagle, in Latin, are the words – “vero possumus” – which translates to “yes we can,” the oft-heard chant at Obama rallies.”

Take a look at the comparison of the two logos – love him or hate him, from a marketing standpoint, it really was a genius move. While it did spark some momentary headlines and a bit of buzz, this was really no more than a blip on the political race radar. Admittedly, there are more important issues to focus on, but I was intrigued by the change, from a purely marketing perspective. Waxing psychological on the presumptive Democratic nominee’s logo is not exactly show-stopping news…alas, Wolf Blitzer, your job is still safe. For now…

Still, this logo reminded me of all of the textbook examples of subliminal advertising that they showed us in college. Who knows, maybe someday this logo will be used as an example (either of effective marketing, or as a monumental mistake). Only time will tell.

Do you know the difference between Advertising and Publicity?
Many business owners tend to use them interchangeably, when in reality, they are quite different. Advertising is the vehicle you use to promote your business and your brand. Publicity is what you utilize when you want media outlets to promote your business or brand FOR YOU, by way of a newsworthy hook.

The Key is to Make It Newsworthy
The key to making headlines (versus becoming the latest addition to the local landfill), is to be sure that your press release is newsworthy — a task that may take a bit of practice to become proficient. If your release reads more like an infomercial than a news article, chances are you need to go back to the drawing board.

Ask yourself a few pointed questions — and be HONEST with the answers:

• Does your press release pass the “So what?” test?
• Have you referred to yourself in the third person, and remained OBJECTIVE with the subject matter?
• Have you avoided the use of industry jargon that may confuse your readers?
• Have you avoided the use of hype?

The Seven Secret Keys to Self-Promotion will help you learn to identify prime opportunities, as well as how to position yourself and your brand in order to the best use of them. This FREE download includes a 6-page PDF, as well as an MP3 of the original seminar audio file.

To grab your copy, click this link.
(*Note – file is 31MB, and may take a few moments to download)

It is no secret that I am a reality TV junkie. I still have fond memories of watching the end of the first season of Survivor — we were in the process of moving into our home at the time. I had a million-and-one other things I should have been doing, but there I sat — among a sea of boxes — listening intently to Sue’s now-famous “rat and snake” speech.

Knowing this, you can imagine my interest in the new A&E/Dell project, “We Mean Business,” which will debut on Saturday, September 6th at 10AM. Dell made a multimillion-dollar investment to be the exclusive technology sponsor of the show, promoted as a “small- to medium-size-business makeover series.” Co-hosted by “Apprentice” winner Bill Rancic, tech guru Katie Linendoll and interior designer Peter Gurski, the show will feature business owners confronting major challenges such as budget crunches, staff cuts and design overhauls. Think of it as “Flip This Business.”

Dell technology and retail assets will be integrated throughout the half-hour episodes, from laptops and servers to point-of-purchase solutions to help streamline costs and day-to-day operations for local businesses such as bakeries, specialty stores and salons.

The marketing model for the show is unique in that it was structured to drive sales of Dell’s products and services among business owners on both A&E’s and Dell’s websites. AETV.com and Dell’s microsite will cross-promote opportunities for viewers to purchase products and services seen on the show.

I would expect to see many more examples of this concept on the horizon. Product placement and exclusive-sponsorships of shows are part of a growing trend of advertisers desperately trying to get their message out — specifically in a time when so many of us use the DVR and simply fast-forward over the commercials.

I plan to check this one out, and will report back after the first couple of episodes. Between the tips you can pick up and the new gadgets that will be featured, this may well become another guilty pleasure.