:: what happens online does not stay online ::

A Sweetline Story

If you told me four years ago (pre-Twitter and Facebook but some time after Friendster) when I started blogging that I would have tons of new real life and true friends that I would have dinners with, parties with and great conversations with, I wouldn't believe you. After all, I started my small space design blog, loving. living. small. to digitally chronicle my own design inspirations and I would sit alone after work, write a post, publish it, well, so I could read it. I didn't even realize that people were "reading" my blog until I received my first comment two weeks later from someone other then my mother. But the truth is now - in 2010 - blogging and social media communities are fantastic places to meet new friends and connect with real people both on and, most importantly, offline.

I want to encourage all of you to GET OFFLINE! Take your connections and e-relationships to the next level in life and continue to trailblaze and inspire with your new friendships. Many of us immersed in the daily regimen of social media conversations understand and accept that the social media platforms like twitter and facebook are just another type of platform to communicate. Like the telephone or email, tweeting and posting are ways to talk to each other and relate. But I feel there is a point where you can evolve those e-friendships and engaging in real life, in person can solidify these relationships. Whether it's on the phone or at a great new restaurant, enjoying an e-friends company is where it's at.

So how do you do this? A fantastic way to meet online people, offline is at events, like Blog Out Loud, the network I co-founded that holds offline events for creative people interested in learning more about social media. While the Blog Out Loud events are to inspire and inform new-to-social media people, we are also all about meeting and connecting with people in person. There's something honest and comforting by observing that the you are not in this blogosphere alone. Even incredibly successful bloggers have time management issues, not always nice comments and some days just get overwhelmed. I know I do! Like anything, by seeing that you are in good {and very nice} company, you are given an extra push to keep going and creating. So attend events that stem from digital media - they are very popular. I also suggest taking those DMs to email or the phone. I've had amazing business opportunities for Sweetline and loving. living. small. via Twitter by simply responding to a DM with a "Let's take this to email and chat".  And if a blog inspires you, send the blogger an email and tell them in a simple and honest "Hey I love your blog" way. Keep that new email relationship going and remember that you have the blog genre in common and you have already connected.

Overall I hope everyone embraces being online as an opportunity to connect offline. There's always opportunities to meet new, like-minded people in sincere ways and take it into real life.

Speaking of Blog Out Loud, we are hosting BOL7 in Los Angeles on Tues, 9/21 at Rose Tarlow Melrose House. Click here to RSVP and attend to meet our incredible panel of lifestyle bloggers and tastemakers.

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:: the heart of the editorial schedule ::

I've been blogging consistently for over three years now and have definitely developed my own style for posting content and social  media updates but that's because I had time on my side. I slowly created categories after realizing my blogging pattern and, essentially, my editorial schedule was born. If I started blogging now, I would skip right to the heart of the blogging matter - an editorial schedule. yes!

Keeping a social media editorial schedule is THE best time management tool you can use and it's easy to set up. Consider your blogging categories. Sweetline's are listed in the sitemap on this blog. I blog under those few categories - all of my posts are relevant within this structure. From there, pick how many days you wish to blog and start filling out a consistent pattern of post topics. Keeping true to this schedule will make your blogging life efficient and solid. 

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:: best online prep tip | buy your domain name for $8 ::

We posted this tip over on the BLOG OUT LOUD blog last year and wanted to share it with all of you! Our fave tip for getting ready for your online presence - buy your domain name. Buy a few if you aren't sure - for eight bucks a pop, it's worth it! We use godaddy.com and it's easy to forward your completed website or blog when you are ready.

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:: look back to get a fresh start on now ::

there is so much going on - online - all the time! and time is a big concern for many small business owners. We completely get it too! Finding time to create quality content that resonates with your community and your own company feels overwhelming sometimes. IF you are new to the social media mix and are still curious how all if this "happened so fast" consider checking out the past to see how we got to today. Fuel Your Blogging, a neat branding resource, has wrapped up the top blogging trends for 2009. From the rise and domination of Twitter to the emergence of bing as a relevant search engine to Apple iPhone apps helping you connect to others on the go, digital style is moving ahead and it's exciting! 

For a quick catch up from where were were to where we are, check out these lists here and here.

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:: 3 main themes of blogging :: Moments from the Blogging For Business workshop @SocialBiz2010

We had a nice time at the SocialBiz conference in Petaluma last Friday. Aside from checking out the pretty town of Petaluma, we had the pleasure of meeting some very nice and interesting people that were mostly new to {and very excited about} about social media. Sweetline had the opportunity to present a workshop and a round-table discussion on Blogging for Business. We highlighted three main themes that we wanted to share with you. We also really enjoyed the discussion and thoughts from the groups and *loved* the inspiration that was happening. A few people shared that they were excited to get their blogs up and running and we are looking forward to seeing their work.

CULTURE :: Marketing

You are your biggest client so take time and pride in your own brand! Blogging is such an effective + free marketing tool for a business. It's a real chance to share a brand and company's culture, inspiration, style, interests, involvement, you name it with your community. It's all about relationships so connect and relate to your community. We suggest first defining your blog voice. We've talked about this a few times right here, here, and here. Pick the persona your company blog will be be and stay with it. We also suggest sharing your story. Why would I use your service vs another company that offers the same? Maybe I read a story on your blog that appealed to me about why you do what you do? Set yourself about and share what you are about. 

COMMITMENT :: Time Management

Yea, there's no getting around this one - social media takes time. And a lot of it. But there are ways to create schedules to make your time most efficient. As we say, if you can make a cup of coffee in the morning, you can catch up on social media. There are applications and opportunities to schedule your blog posts and tweets - so use them! We have an editorial schedule that we keep so we don't struggle with "what to blog about?" (We talk more about this in our Social Media 101 guide for clients). For example, we do the Shine Online series every Friday and also have other categories we post under. We write a bunch and schedule them to go up on their correct day. We also do this with our tweets using HootSuite (another awesome free app) Schedule tweets that promote your blog posts and schedule them accordingly. Keep in mind that all of your social media tools share who you are but also direct people back to your website - your business. 

CREATIVE :: Design

Presentation is super key these days. Your blog needs to look and feel good and relevant to your brand. Definitely consider the design and style of your blog, down to things like image borders, font size, font name, color, images (your pics need to look great!), layout (single-column? sidebars? anything is fine just make sure it works for the type of blog you are writing), using your own logo, making your own header, social bookmarking options, social media icon accessibility and more. (phew, we could go on and on - but you get the point) Make it look your best - it is your brand so take pride in it!

These are just a few highlights from the presentation. If you walk away with anything about blogging, it's about being authentic + real + sharing who you are behind your brand. 

 

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:: extend the love of your brand through blogging ::

We love sharing examples of successful company blogs and, in our opinion, The Olive Press has done it right! We spent an awesome weekend in Sonoma wine country (great weather + great wine + great food) and got to experience an olive tasting. Like wine, the olive oil bar went from light to rich and was a super neat experience. (see more here) We checked out their site and headed to their blog. Here are three successful moves this neat company did on their blog (and ones you can consider for your own):

1) They shared recipes that compliment their product - olive oil. Instead of pitching their oil as is - they shared useful + tasty ways to use their product. This is super smart + effective and a great spot for us (owners of Arbequine oil) to reference.

2) They have people who work there - write. If you are choosing to do a company culture blog (i.e. talking about your own co, behind the scenes, who you are, what you do, etc) then having your employees contributes matters.

3) They talk about the benefits of their product in a loose, cool way. Instead of feeding information on a website (which is also appropriate), The Olive Press can blog about why olive oil is good for you, better then butter and other neat anecdotes. And it feels authentic and relevant. yes!

All in all, this company really extended their brand through blogging that was more then just their product. It was about how to use the product, why it's good and how everyday people can relate to it. And they give away {free} things, like recipes and anecdotes, to make sure their community is informed. Yes!

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:: consider your blog layout... ::...and what kind of blogger do you want to be?

:: consider how many columns you want for your blog ::

:: and your footer to add extra content ::

You've made the move to get up online and dedicate to extending your brand through social media so let's add a little touch that makes a huge difference.

Your blog design.

More than ever, blogging platforms are providing design tools to help you with your design. and you don't have to be a designer to create a look that works for you! Color palettes and layout options are available so consider how you want your blog to feel + look to your readers.

Follow these {three} steps to create a fluid design.

1) Decide what kind of blogger you want to be and then pick your layout.

The first step to starting your blog is deciding what kind of blogger you want to be. This impacts both your content and your look. (we'll talk a lot more about this idea soon) Are you:

• a creator of new content (say, a product maker)
• a collector (blogs about what people like)
• a curator (blogs that channel ideas, content, style, news)
• a news publisher (blogs that are the source of all the news about a specific topic)
• an encourager (blgos that inspire people to act or create)
• a commentator (bloggers who share his/her perspectives on issue)

2) Once you have picked your voice :: consider your layout + palette.

Column-size and color are the next steps. There are tons of sites to download free blog templates of various layout size, color, genre. Or create your own via Blogger's new Designer Tool. (you can literally pick the column, width and size of all sections of your blog) If you are a photographer, then a blog that highlights your fantastic photos is a good idea. a single-column blog sounds good! If you are a curator (like me over at loving. living. small.) then a multi-column blog may feel better. I love my sidebar and my wide column for content.

3) It's all in the {small} details.
Fine details and small design moves will make your blog feel great and your readers will happily click through page after page of an ascetically pleasing blog. Things like removing borders around pictures, header and sidebar images, color-coordination, font style, justifying your copy, etc. Little design points make for a clean + interesting vibe.


And once you get going, you will enjoy making your blog look the way you want it too feel - have fun!

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:: what does community mean to you? ::

if you've followed the social media wave at all (and I am sure you have!) then you definitely have heard the term community being used - and used a lot. What do you think about this word - does it really fit? I think - YES!

I checked out some definitions of community and liked this one - featured above. I really do believe that the word being used in social media is representative of the idea + vision of community. It's simple, it's honest, it's people relating to people and coming together because of it. Wow - this has made business and engaging with consumers a pretty neat and special experience. Why wouldn't you want to get in the social media mix? Life is busy and day-to-day details are too but if you have time to enjoy a cup of coffee, you have time to build your community. It takes a bit of a learning curve (like anything worthwhile, right?!?!) so go for it, meet new friends and build your brand and your community.

Want to see some more inspiration from this sweet trip to Red Rock last week?

Check out my shelter blog, loving. living. small. for a simple + stunning tablescape and take those e-friends offline in a post over at Blog Out Loud.

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:: getting comfy with putting yourself out there ::

:: Sweetline's, Rebecca, chatting in front of a whole lot of people and feeling comfortable about it - although using a mic is still a work-in-progress ::

for most of my career, I've been a behind-the-scenes gal, project managing production jobs and in the last few years writing and blogging. but after starting blog out loud, I've been {forced} to get more comfortable with speaking in front of large groups of people. hmmm, this was not so easy at first but after some time and a promise to myself to "relax, have fun and enjoy it!" my ability to find ease with being in public and being myself has become more of a reality. the neat thing is it's' helped me in my writing and blogging as well. 

the whole point of this blogging and social media thing it to be yourself. when you define your blog voice, you may sometimes feel silly writing behind a computer screen or sharing more personal stories. BUT the idea that you can + will connect with some other like-minded person is pretty amazing! The rewards for hearing that you inspired someone makes getting comfy with putting yourself out there even easier. Consider this when you begin writing your blog. 

:: image from Rebecca speaking at Blog Out Loud 3 ::

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:: 12 tips for defining your online voice ::

one of the first {and important} steps when getting your online presence up and running is to define your voice. over at Blog Out Loud, I always say that "your website is your professional voice and your blog is your personality, a peek behind the curtain of who you are and what your company stands for". yes! So how do you do this - decide your tone for your website? for your blog? for your twitter? for your facebook? yea, there's a lot of communities here. but here's the deal, follow these 12 tips and you will feel comfortable and solid with your online persona in each of your platforms.

 

WEBSITE VOICE

Tip #1 :: Embrace your mission statement

As a small business owner, you most likely created some functioning business plan. Take a look at this again, specifically your mission statement. This IS your business and, therefore, your voice for your website content. Your mission statement should clearly state what am I selling, to whom am I selling to and what make me uniquely different? Follow this tone on your website, your professional platform.

Tip #2 :: Stay on point with your brand image

Your brand image visually tells people what your company is about. Consider following this feeling and vibe in your online tone. When writing content for your website, you'll want to continue to express your image.

Tip #3 :: Short and sweet

When shaping your editorial voice, your thoughts and ideas should be thoughful, short and to the point. Wordy, inconsistent ideas won't make sense on your website. (honestly, those can fit into your blog - why not?!)

 

BLOG VOICE

Tip #1 :: What type of blog do you want?

First, figure out the type of blog you want to complement your company. This will then help you define the tone of the blog. Do you want it to be about your culture? Do you want it to be a personal blog, from your perspective only? Will it be a blog that curates other ideas from other places? Any direction is cool, just consider this as you begin. Click here to read a post over at BOL about defining your blog style.

Tip #2 :: Keep it real

Your blog voice really should be an extension of your personality. Use the free and fun platform that "blogging" is all about to share with your readers who you are, the person behind the brand. Whether you blog from a business persona or a personal one, being authentic and real needs to play on your blog and in your voice.

Tip #3 :: Figure out who your audience is

A great tip for defining your blog voice is to understand exactly who you are writing to?! Over at BOL, I am writing to new bloggers so I often write in a tone that appeals to them, for ex, explaining certain terms that maybe others already would know. Over at Designer Marketplace, I am writing to designers so I speak to them and understand they are looking for inspiration for their own clients, etc.

 

TWITTER VOICE

Tip #1 :: Mix it up!!!

Yes, this is the best tip for you new twitter-ers! Mix up your voice on your tweets  - a combo of your blog headlines, client successes and your own adventures. On @lovelivesmall, i'll tweet about a new interview on A SMALL CHAT (via my blog), I'll reply to a twitter e-friend and I'll share that I am in Laguna Beach w my bff! All of these tweets are from different parts of my e-life but I am sharing all of that w my community.Many twitter followers don't want to read a robot-like twitter person -that's just not very fun to read about, right?

Tip #2 :: Your twitter name should be your persona

I made a decision to go on twitter as @sweetlineagency, my persona for Sweetline, my online brand project management company. My bio states this and most of my tweets stay within the realm of social media, lifestyle, small biz, etc. Sure, I'll mix it up but I like to stay on track. I don't have an @rebeccaorlov twitter, but if I did, this would be where I share all about me, my friends, what I am up to. So if your handle is your company name, stay consistent with that. If you want to tweet from you - set up another twitter account that's special for just you.

Tip #3 :: Say hi - to everyone you can!

Be real and be likeable by staying connected with people that engage you and people you want to meet. No one wants to follow someone who only talks about themselves.

 

FACEBOOK FAN COMMUNITY VOICE

Tip #1 :: Decide if this group will be uniquely different from your other groups

Many brands have fantastic fb fan pages where they post exclusive and interesting notes for their communitites. A very "special to the inside crowd" type feeling. If this is what you want (and why wouldn't you?), make sure to post uniquely for your fb fans vs just reposting blog or twitter ideas.This will really appeal to your fans and they will know to expect special things from you!

Tip #2 :: Again, keep it real!

Like all of your other communities, keep it real! Just like your personal fb page with your own friends, chat with your fb fans, get to know them, share who you are.  Sure, you can highlight business success and posts but engage!

Tip #3 :: Share Your business self

This is also a place to consider giveaways and freebies via your business. Of course, blogging and twittering about these is great too but fb is really a functioning community in one place - embrace your fans!

All of your communities should be a place for you to shine! Consider using each community together but try to make each one unique, interesting and relevant for you.

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:: give it away, give it away, give it away now ::

early on in my blogging journey (yep, way back in Jan '08), I quickly and happily observed and noted the very generous style of the general blogging community by way of freebies! they were and are everywhere, in every genre! Whether it's a free social media guide, free tutorials, free fonts or a free magazine, giving a bit away attracts a lot of love!

one of my fave, urban outfitters super eclectic blog that gives tons of music away - for free!! downloads of interesting and funky tunes are available via playlists or on Music Mondays (also a #musicmonday twitter convo) and i think this is a fab example of the idea that generosity and connecting works on every and any level!

so how does this work in your world? consider you services and find a way to give a bit of who you are and what you do to your community. You will definitely find rewards in giving. Have fun!

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:: social media etiquette :: 6 unspoken ways to ride the social media wave

like any relationship - friends, family, clients, vendors - being respectful, cool and kind is the way to go. Many of the rules and ideas you follow in life should apply to your social media life as well.  I want to share six of the "unspoken rules of social media etiquette" that I've learned along the way.

SOCIAL MEDIA ETIQUETTE #1 :: Be Authentic
Be yourself! Forget the overly pitchy, salesy post or comment and just act as you normally would. You'll attract a lot more love when people feel that they can relate to you. Yes, there is room in your social media world to highlight your services, products (i.e. your pitches) but keep it within your social media voice that you've defined for yourself.

SOCIAL MEDIA ETIQUETTE #2 :: Don't Be Self-Serving
No one wants to hang out with someone who only talks about themselves and this applies 100% to social media. When you are crafting your blog posts and tweets, talk about your company, culture, clients, basically the personality behind your brand.

SOCIAL MEDIA ETIQUETTE #3 :: Commenting
Along the lines of not being too self-serving, definitely engage and embrace other blogs, facebook fan pages and twitter e-friends that inspire and interest you - and TELL them! Comment and comment often. Not only are you connecting with a creative that inspires you, you most likely will pick up a follower of your own (and even their community!)

SOCIAL MEDIA ETIQUETTE #4 :: Don't hit up brand new people for favors
I would imagine that you wouldn't ask someone you just met for a big favor - and the same goes online. Definitely comment or send an email with a "hello, how are you? love your blog, etc" and take it from there. if an e-friendship forms (and it most likely will!), then you can consider asking for a favor, maybe a cross-post or a blogroll exchange.

SOCIAL MEDIA ETIQUETTE #5 :: Length and style of comments
Commenting is a huge part of the blogosphere and get in there and have fun. But if you really have a lot to say about a blog post or to the blogger then send an email. a 4-paragraph story about your opinion is not the best way to go. Comments are just that - short statements about the post itself. And don't leave a comment that is not about the post or that directs people only back to your blog. You are definitely welcome to sign your comment with your blog URL - that's acceptable. But be considerate about how much you are directing people back to your own thing.

SOCIAL MEDIA ETIQUETTE #6 :: Keep it positive
Sometimes you may get a not so nice comment - it happens to everyone! But don't let this most likely Anonymous comment-leaver get you down and don't let them spin you into leaving a negative comment in return. Remember that things stay online - forever - so leaving a trail of your own not-so-nice responses may not be a good thing. Let it slide and delete it. Definitely moderate your comments - this is ok to do too.

All of these ideas are about being thoughtful about your brand and your e-friends - and that's what it's about!

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:: share your brand stories ::

I often tell small business owners to share their inspirations for why they sell something in particular in their blog posts. This is the perfect opportunity and arena to offer more of who you are and what drives you with your customers, clients, etc.

A shop owner I worked with sells gorgeous pillows - but I've also seen these same pillows at a few other stores - both brick and mortar and online. As a consumer, what would prompt me to buy her pillows? Well, she shared a neat story about how she was traveling to visit her family and revisited her childhood school where she saw some kids' paintings. The vibrant colors of the care-free kids' artwork reminded her of her own love for art + creativity. When she went on her buying trip a few weeks later, these gorgeous pillows reminded her of the painting, the inspiration, the style (you get where I'm going!)

I love that she shared this on her blog because it both provides information about the shop owner's love of art but how important are is to her. This blog post can easily inspire another shopper-who-is-also-an-artist and prompt the shopper to support this particular vendor. The shopper related to the owner's story. Use your blog as a place to tell stories about why and how you shop for your store or why you enjoy working with certain clients. People crave human nature and want to relate to you!

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:: take a break :: embrace your physical space

as you get your website and blog up and running, take a break! Yep, turn off your computer and go outside, read a magazine, enjoy a cupcake - do something physical. setting this routine into motion early will help you as you dive deep into the .com world when you might find yourself dizzy from 8 hours straight online, checking out blogs, writing your own, you get the picture. Creating boundaries that emphasize your physical space will help you feel refreshed, re-energized and ready to blog it out!

A few months ago, I attended a great She Says LA event called Let's Get Physical and it was all about this - embracing physical space. The panelists (all creative and innovative people) really were taking on many of the same task that I was and I really related to this. Hearing other motivated people speak about the emotionally and physically positive effect of carving out physical time each day has helped me in my digital projects. sure, I would love to go on two bike rides a day but one sweet one is a great charge to keep me mentally plugging away online.

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