Start Your Online Biz by Knowing Who and What You Are

I checked out the website of someone who followed me on Twitter. I watched the site's brief video, and the idea behind the new offering seemed very innovative.

I then looked all over the site to find out whose idea this was. Nada.

Being an armchair detective, I deduced that perhaps the site founder had used his own name in the video that showcased the site concept.

I did a search on this name and found him on Facebook, where I sent him a friend request explaining that I had just used the site's contact form to send him feedback about the site.

To cut to the chase, a series of emails went back and forth, including the question of how did I find him on Facebook.

As this is a brand-new social media concept and a new company, I suggested that it would be a good idea to have the photos and names of the company founders up front on the home page. The reply was that the site was planning on putting this information on the About page.

(In addition, the tagline for the site is rather sterile instead of emphasizing the Unique Selling Proposition of this new social media tool.)

Then I asked about the meaning of the company/site name, which I personally found off-putting (although I politely didn't say this).

The reply was that the domain name for the site was obtained before the product was created. The company plans to sometime in the future change the company/site name.



Here's why I'm shaking my head as I write this blog post:



Just because social media has leveled the playing field and given small as well as large businesses the opportunity to engage with people does NOT mean that good old-fashioned marketing principles have been dumped on the trash heap.

The concepts of effective marketing are extremely important whether you are using traditional advertising channels or new social media channels.

Why would people invest a lot of money into a new company and a new social media product and then not follow the best practices of social media engagement?

And why introduce your product on Twitter with a company/product name that makes no sense and that you plan to change at some future date?



This disconnect boggles my mind. And it's not an isolated case.



I also checked back on a website whose owners I had spoken to several months ago. This new site has very interesting products and a good USP. But you wouldn't know either of these elements thanks to the lack of social media relationship building on the site and on social media platforms.

This is another company that spent money launching a site and selling products but is NOT taking advantage of the power of social media.

Enough said. But if you missed my book review on "The Tao of Twitter" by Mark W. Schaefer (@markwschaefer), read the review now. And also read the insightful post comment by a fan of the book.

(c) 2011 Miller Mosaic LLC

Phyllis Zimbler Miller (@ZimblerMiller on Twitter) is the co-founder of the social media marketing company Miller Mosaic LLC.

Phyllis and company co-founder Yael K. Miller (@MillerMosaicLLC on Twitter) have an upcoming social media 3-part webinar series this Tuesday (March 29) to help people become comfortable with the concepts of LinkedIn, Facebook and Twitter. Learn more now.