Category: Social Media

  • We Keep Electing Legislators and Getting Influencers

    We Keep Electing Legislators and Getting Influencers

    Does American politics ever feel like an enormous amount of effort spent on getting nowhere?

    You can watch a member of Congress deliver a spectacular denunciation of everything that’s wrong with Washington. Maybe you’re nodding along. Maybe you’re exhausted before they’ve finished the first sentence. Either way, when it’s over, you’re left with a common question: did anything happen?

    Someone certainly had a good television appearance. Whether the rest of us got anything out of it is harder to tell.

    When I spoke with Yuval Levin, director of social, cultural, and constitutional studies at the American Enterprise Institute, I asked whether some members of Congress eventually give up on the job they ran for.

    I could imagine the sequence. Someone runs for office intending to represent people and accomplish something. They get to Washington, discover how little they can change, and begin thinking about what comes next. “If this place is so screwed up and the reality is that things will never change, I can at least do well for myself.” They start making noise. They raise their profile. And when they’re out of Congress, perhaps a television job. Maybe a book deal.

    In my conversation with Yuval, I didn’t want to assume that everyone who enters politics is running a scam. Most probably arrive wanting to do the work. And someone can arrive sincere without remaining immune to disappointment. Spend enough time trying to accomplish something, watch other people get rewarded for an activity that looks considerably easier, and you may start reconsidering how you’re spending your days. You don’t have to wake up one morning and decide to become a villain. You can just keep adjusting.

    Yuval’s answer challenged my picture of the frustrated legislator giving up and preparing for a television career. Ambitious people try to succeed, he pointed out. What does Congress make available as a way to succeed? If the institution limits your opportunities to do serious legislative work, but your title still attracts an audience, where do you put your ambition?

    And that, constant reader, raises a possibility worse than the one I started with. Your representative’s alternative career doesn’t have to begin after they leave Congress. It can begin while they’re still there…while they ostensibly are in the public service and dedicated heart and soul to working for your interests.

    And unfortunately, isn’t this how we sometimes feel when we see some of these big names on TV “owning” the other side, but no actual legislating going on in Congress?

    The office supplies the title, the access, the hearing room, the camera, and a rotating cast of people to be appalled by. Your representative doesn’t necessarily need to solve the problem to remain its most recognizable opponent. Another failure can give them another occasion to explain how hard they’re fighting, how unreasonable everyone else is, and why they need your support.

    Congress can have a terrible week while the congressperson has an excellent one.

    A fictional congressperson tells TV cameras, “We’re going to fix this! We’re going to change that!” Behind him, an assistant whispers to a colleague, “Another TV appearance. Another day with nothing accomplished.”

    With the November 3 midterms approaching, we’re about to make consequential decisions about who gets those offices. Their positions matter. So does their character. But the question that interests me is what happens after they win. Will getting ahead require them to become better at governing with other people? Or can they do just as well explaining, indefinitely, why those people make governing impossible?

    What does the job let you do?

    Yuval’s diagnosis begins with the concentration of power inside Congress. As party leaders gain control over the agenda, ordinary members have fewer opportunities to turn expertise and negotiation into influence. Becoming unusually good at a policy area offers less of a career path if you can’t get that work considered.

    That can sound like an excuse politicians make for themselves. You have an office in the United States Congress, a staff, and a vote. How powerless can you possibly be?

    Sam Rayburn in a suit and tie.
    Sam Rayburn. Harris & Ewing / LOC.

    We can go further back, but for the sake of brevity, let’s start in 1961. Sam Rayburn was Speaker of the House. His fellow Democrat John F. Kennedy was entering the White House. Democrats held a substantial House majority. You might think they could at least get their program to a vote.

    Congressional portrait of Representative Howard W. Smith of Virginia.
    Howard W. Smith. U.S. Congress, 1965.

    But another Democrat, Howard Smith, chaired the Rules Committee, which controlled whether much of that legislation could reach the floor. Democrats held eight of its twelve seats. Smith and fellow southern Democrat William Colmer could join the four Republicans to produce a six-to-six deadlock. Rayburn could have a majority in the House and still be unable to get key bills to a vote.

    His solution was to change the arithmetic. He pushed to enlarge the committee from twelve members to fifteen, adding two Democrats and one Republican. After a bitter fight, the House approved the change, 217–212. It didn’t guarantee Kennedy’s bills would pass. But, it did reduce Smith’s ability to keep the House from deciding.

    In the 1970s, reform-minded Democrats confronted powerful chairs across the committee system. They made chairmanships subject to secret-ballot votes in the party caucus. In 1975, House Democrats voted three entrenched chairs out of their chairmanships. Junior members gained more room to work through subcommittees. Yet the same reform period strengthened Speaker Carl Albert. He gained authority to nominate the Rules Committee’s chair and Democratic members, subject to caucus approval. The House still formally elected the committee. Members could do more inside committees while leadership gained a firmer grip on what came out of them.

    By the 1980s, Speaker Tip O’Neill and his successors faced a different headache. More members wanted to offer amendments, and Republicans were using floor tactics to disrupt Democratic plans and force embarrassing votes. Democratic leaders responded by using the Rules Committee to restrict which amendments could be offered. The reforms that had opened up participation were followed by measures to contain it. From leadership’s perspective, this made the House more manageable. From a member’s perspective, it meant another decision about their work was being made before they got to the floor.

    Newt Gingrich in an official congressional portrait with a U.S. flag behind him.
    Newt Gingrich. U.S. Congress / Wikimedia Commons.

    Then, in 1995, Newt Gingrich became Speaker with a new Republican majority and a promise to bring the Contract with America to House votes within a hundred days. Leaving the timetable to independent committee chairs would have put that promise at their mercy. He bypassed seniority in selecting some chairs and used leadership task forces to develop legislation outside the standing committees. And, new six-year limits on committee chairmanships also made it harder for a chair to build a permanent power base. Gingrich had spent years fighting Democratic control of the agenda. In office, he tightened the leadership’s control over it.

    There isn’t an uncomplicated golden age to return to though, and there’s a lot more to all of the stories I’ve just shared. The accordion of consolidations and redistributions of power is ongoing. A change that frees members from one person’s control can make them more dependent on someone else. In the timeframe that is most important to us, recent history and now, more of those decisions have moved toward party leadership.

    Two-panel cartoon. Under “Committee Power,” the Speaker asks a committee chair, “Could we bring this to a vote?” Under “Speaker Power,” a member asks the same question of the Speaker, who now sits behind the desk.

    Take a seemingly modest goal: your representative wants to change a bill. They’ve studied it, drafted an amendment, and found colleagues who agree. The next step is a debate and a vote, right? Not so fast, buster.

    Getting permission to offer the amendment can be a fight of its own.

    The Congressional Research Service’s 2022 explanation of House floor amendments lays out the sequence. For major bills, the Rules Committee, working with majority-party leadership, proposes the terms of debate. Under a structured rule, those terms specify which amendments members will be allowed to offer. Members submit their proposals to the committee and try to get them included.

    Then the full House votes on the rule. Once it adopts that rule, the permitted amendments can come up for debate. An amendment left off the list ordinarily doesn’t get its own floor debate and vote.

    So, let’s be clear. Your colleagues may have read your amendment. They may even support it. The obstacle isn’t necessarily persuading them that it’s a good idea. It’s getting permission to put that idea before the House for a decision. A vote approving the debate rules can close off your proposal without anyone having to vote on its substance.

    You are a duly elected member of Congress. You’ve been sent to Washington to represent your constituents and to legislate. Maybe you’ve spent months researching a topic, drafting an amendment, and drumming up support. But all of that can come to nothing because the Rules Committee leaves your amendment out and the House accepts those terms. Your colleagues vote on the process. They never have to debate your idea.

    So, what do you think you would be inclined to do? Keep fighting the good fight? Or, perhaps give in to a little disillusionment?

    Now, there are good reasons to organize the work of Congress. A legislature with hundreds of members cannot consider every suggestion indefinitely, and party leaders are elected by their colleagues. Coordination isn’t inherently a theft of authority. But controlling the agenda also means controlling which kinds of effort have a chance to pay off.

    The man who took over the debating club

    Long before Lyndon Johnson managed the Senate’s schedule, he took over a debating club. Its members could argue about legislation, vote on it, and go home. Nothing they voted on became law.

    Young Lyndon Johnson, center, with Gene Lattimer and L. E. Jones outside a congressional office building, circa 1933–1935.
    Johnson (center) with Gene Lattimer and L. E. Jones, c. 1933–1935. LBJ Library.

    Robert Caro tells the story in The Path to Power. In 1933, Johnson was a twenty-four-year-old congressional aide. The Little Congress was a society where aides could practice speaking and parliamentary procedure. By then, a few dozen people might turn up at its monthly meetings. Officers advanced through an orderly succession, and the next Speaker was supposed to be the person whose turn had come.

    Johnson had no interest in waiting for his turn. He quietly recruited newly arrived aides and found that the bylaws allowed other employees on the legislative payroll to join too. Mailmen and elevator operators appeared at the election. He won. Older members challenged some voters’ eligibility and accused him of stealing it. All this for a debating club.

    A smiling Huey Long after leaving the Senate floor in August 1935.
    Huey Long, 1935. Harris & Ewing / LOC.

    But winning an obscure title was only the beginning. He changed monthly meetings to weekly ones, invited prominent politicians, and organized debates on legislation the real Congress was considering. Reporters had a reason to attend: the aides preparing their bosses for actual legislative fights were rehearsing the arguments. Crowds grew to two hundred or more. Huey Long came to speak, accompanied by the cameras and attention Johnson wanted.

    And Johnson controlled the opportunity. Previously, anyone could speak. Now, he assigned the speakers. Even after his one permitted term ended, he maintained control through successors. People who opposed his candidates could find themselves left out of future debates. He had made the club worth participating in, then made the chance to be heard depend on him.

    When he reached the actual House in 1937, he couldn’t simply repeat the takeover. Seniority stood in his way. But in the 1940 election, Democratic candidates needed campaign money, and Johnson had access to wealthy Texas backers. Given a modest assignment to assist the congressional campaign committee, he brought in $45,000 within a week. Donor instructions directed the money to recipients on lists he had prepared. The committee chairman signed the checks. Johnson sent telegrams ahead of them so recipients would know who had arranged the help. He hadn’t become Speaker. He had become someone colleagues had a reason to remember.

    In the Senate, the things colleagues needed included committee seats and a chance to get their bills considered. As Democratic leader in 1953, Johnson helped newly elected senators onto major committees instead of making them wait years. That created opportunities. It also made Johnson the person who could provide them. Caro follows both sides of this bargain in Master of the Senate.

    Consider a banking bill in 1955, when Johnson was majority leader. Banking Committee chairman William Fulbright and his colleague A. Willis Robertson wanted it through the Senate without amendments that could undo their work. Johnson told Robertson he would not move it to the floor without assurance that amendments would be dropped. Senators who wanted the bill to pass gave up most of their proposed changes. When Robertson reported that the three remaining amendments could be defeated, Johnson accepted that arrangement. The committee’s leaders got help moving their bill. Johnson gained control over how it moved.

    There is no innocent age of politics hiding in this story. Johnson sought publicity, rewarded loyalty, and made colleagues dependent on him. But notice what they needed him for: access to money, committees, and legislative decisions. His influence grew because other people were trying to accomplish something and he could help or hinder them. Concentrating authority could make the institution work more effectively while leaving individual members less independent.

    For a less powerful member, the gap between the title and the work can be harder to escape. Suppose you’ve spent months understanding a problem and finding colleagues who might support a solution. If all of that effort rarely gives you a path to any kind of decision or resolution, the institution is teaching you how you should or should not spend your time and effort in the future.

    You still have your title. You can still speak. You can still become famous. You just can’t actually do much of what you got into politics to do.

    Under those circumstances, becoming better known might start to look like the sensible part of the job. At least you can see whether it’s working.

    When refusal becomes useful

    Put yourself back in the position of the member whose amendment never made the list. You still have to return home and explain what you’ve been doing. Congress has made one kind of accomplishment difficult. It hasn’t made every kind difficult.

    Imagine you’ve promised to help communities replace deteriorating water systems. The need is real. People have been waiting. The campaign promise wasn’t especially complicated: fix the pipes.

    Then comes a possible deal. In this hypothetical, it would help some communities now, but others would have to wait. To get enough votes, you’d also have to accept a spending concession you campaigned against. Now you have to explain who gets help, who doesn’t, and why you agreed to something you recently criticized. Someone from the other party gets to stand beside you and claim credit. One of your own supporters asks why you didn’t hold out for more.

    Now imagine walking away and announcing that Washington refuses to fix the pipes.

    Fictional congressperson tells cameras, “Washington refuses to help the people!” An aide holds a rejected water-repair deal and says, “The deal would fix some of the pipes.”

    You can probably hear that speech already. The need is urgent. The opposition is disgraceful. You refuse to back down. For the people waiting on clean water, the difference is consequential. For someone watching a short clip, the refusal may look more committed to helping them.

    Some deals deserve to fail. But notice how much easier it can be to explain the refusal than the achievement. A compromise comes with things to defend. An unfulfilled demand can remain perfect.

    Building an audience around failure can work with people who already share the frustration.

    Passing the bill requires cooperation from people with different demands. If I need your vote, I have a reason to understand what you need. Your objection might reveal a defect in my proposal. Even if I remain convinced that you’re wrong, your ability to withhold something I need forces me to decide what I’m willing to change to get a result.

    This is what gets lost when a few leaders do the bargaining and most members are left to defend or denounce the result. Members get less practice working through those disagreements themselves. Meanwhile, an audience is available that will reward them for having made no concessions at all.

    Who is all that applause coming from?

    A leader can keep your amendment off the floor. You don’t need that leader’s permission to post a video about it. That gives a member a way to challenge concentrated power. It also gives them a way to live quite comfortably with it.

    A 2025 Center for Effective Lawmaking working paper, led by Michael Kistner and colleagues, examined congressional communications from 2009 through 2022. In their models, negative partisan attacks received roughly twice the retweets and Facebook shares of a member’s average message. Yet the researchers generally found no corresponding increase in approval among constituents overall. There was a positive association among constituents of the member’s own party. Picking fights could look successful to the people already on your side without improving how the constituency as a whole judged your work.

    An online following can also gather around a narrow preference, and its members may live nowhere near the district. None of them needs to be fake for the signal to be misleading. They can be sincerely delighted by something that does very little for the people the member was elected to serve.

    Nor does the member have to notice whose approval they’re collecting. In a twist on the famous New Yorker cartoon:

    Two dogs watch a politician on a laptop. Caption: “On the internet, that congressperson doesn’t know they don’t represent you.”

    A political career can become successful enough on its own terms that failure to govern stops being something the politician needs to correct. It becomes something they know how to use.

    And then who has a reason to reopen the legislative process? Leaders would have to give up some control. Members who thrive on denouncing the results would have to take more responsibility for producing them. The people with the clearest reason to want a different arrangement may be the ones still waiting for the pipes.

    Being loud isn’t the test

    None of this means a member shut out by leadership should accept their exclusion politely. Publicity can force an ignored problem onto the agenda. A sharp hearing can expose something we’d otherwise never learn. Outside pressure may be the only way a member can get someone with authority to pay attention.

    What we need to see is a purpose for the attention beyond getting more of it. If the member is mobilizing pressure, what are they asking someone with authority to do? What would count as progress? When the strategy fails, what do they try next?

    Sometimes the purpose is to prevent something. Blocking a harmful law is real work. So is oversight, and so is helping constituents receive benefits they’re owed. Congress could pass a great many terrible bills and become highly productive in exactly the wrong sense. An agreement doesn’t become good just because both parties sign it, either. Powerful people can agree at someone else’s expense.

    The question is whether members have meaningful ways to influence those decisions, and whether they use them. We can demand more of our representatives while also demanding a Congress in which doing the work gives them a chance to accomplish something.

    Make cooperation worth the trouble

    At this point, it’s tempting to simplify this and say that we just need better people. Less vanity. More courage. Someone who will do the work even when the work is difficult and the rewards go elsewhere.

    I’d like those people too. But if we keep narrowing the route through which serious effort can accomplish anything, we’re making the job harder for precisely the people we say we want.

    Members need usable opportunities to turn expertise and agreement into decisions. Can a committee’s work reach the floor? Can a member obtain consideration for a serious amendment? If they persuade colleagues across factions, does that earn an opportunity to act, or merely an invitation to wait?

    The House has experimented with this idea. Its Consensus Calendar, as described by CRS for the 2021–2022 Congress, offered a conditional route toward floor consideration for bills with at least 290 cosponsors that remained unreported by their main committee. Both measures designated from the calendar for floor consideration passed the House, but neither became law.

    Attaching your name to a bill isn’t the same as negotiating an agreement or committing to move it. The calendar’s limited results don’t establish a cure. But the design asks a useful question: can persuading colleagues to support a proposal buy access to a decision?

    Yuval emphasizes the value of bargaining, and this is where I think we have to be careful. Making agreement harder can encourage negotiation when the participants need an outcome. It can also make obstruction more rewarding when they don’t.

    Imagine being told that the delay is good because it forces everyone to take your interests seriously. That sounds reasonable until you’re the person still waiting on the water system, and the people prolonging the argument aren’t paying much of a price for it.

    Who bears the cost of waiting?

    Black-and-white portrait of Representative Leonidas C. Dyer in a dark suit.
    Rep. Leonidas C. Dyer. Harris & Ewing / Library of Congress.

    American history gives us a much grimmer example. On January 26, 1922, several hundred Black spectators crowded the House gallery for debate on Leonidas Dyer’s anti-lynching bill. Some cheered despite the gallery rules. The House passed it, 230–119. The proposal would allow federal prosecution of lynchers and penalties for officials who failed to protect victims or prosecute their killers.

    Then it reached the Senate. Southern Democrats blocked it with a filibuster, and Republican leaders declined to keep fighting for it. Dyer introduced anti-lynching legislation again in subsequent Congresses. The people asking for federal protection kept waiting.

    That delay did not force the opponents to accommodate those people’s interests. It delivered the outcome they wanted: no federal anti-lynching law. The danger facing Black Americans did not just disappear simply because senators could not agree. For those resisting federal action, preventing a decision was an accomplishment. For those seeking protection, it was another failure.

    A procedural obstacle earns its defense by the work it induces. If it pushes people to accommodate interests they would otherwise ignore, it may improve the decision. If it allows someone to block a decision indefinitely while gaining attention from the stalemate, slowness alone is no evidence of wisdom.

    There is still something to build on. Research from the Center for Effective Lawmaking, using data from 1973 through 2016, found that members who attracted a larger share of cosponsors from the other party were more effective at moving their legislative proposals forward. Those who cosponsored across party lines were also more likely to receive that support in return.

    When was the last time you heard about a bill with strong, named bipartisan support? Yeah, it’s been a while, and it’s getting rarer. But, it’s exactly the kind of work it takes to get bipartisan support that makes our elected representatives effective, and the fact that we’re seeing less of it is why we feel American politics is broken.

    The research gives us a reason to take the less visible work seriously. Persuading someone from the other party can help a member move a proposal. A Congress that makes that effort matter has something to offer ambitious people besides another chance to be on television.

    Working relationships still matter. We need ambition to have a credible route through that work. And members have responsibility for opening the route: they vote on their institution’s rules and its leadership. They aren’t spectators who happen to have unusually good seats.

    The bargain we have to be willing to hear

    Of course, all of this gives those of us outside Congress another task. We’re supposed to recognize good legislative work while doing our own work, taking care of our families, and occasionally thinking about something other than politics.

    During my conversation with Yuval, I admitted that I wasn’t as informed a voter as I’d like to be. I have work and a family. And, the constant shouting in the media turns me off and makes it easier to disengage. I don’t think the answer is to tell everyone in my position to spend more evenings watching politicians shout.

    But we can ask for a more useful account of what our representatives do. Choose an issue they say matters. Look for an explanation of what they tried, who they needed to work with, and what changed because of the effort. If they opposed a proposal, what harm did they prevent, and what alternative did they pursue? If leadership blocked them, what are they doing to give members more room to legislate? A newcomer won’t have a congressional record, but can still explain how they expect to turn a demand into action.

    A serious answer might be disappointing. It might reveal a small achievement, an unresolved problem, or a concession we dislike. At least it gives us something to judge. A promise to keep fighting can leave the most important part unanswered: fighting toward what, and how will we know whether you’re getting there?

    The more uncomfortable test comes when someone we supported actually reaches an agreement. We remember the promise. We may have defended it to a friend. Now our representative is standing beside someone we dislike and explaining why a smaller result is a victory.

    It’s easy to feel played. Why did we put our confidence in this person if they were going to give something up? The politician who refused the deal has a much easier answer: they never stopped fighting for us.

    Maybe the bargain really was a betrayal. We shouldn’t applaud automatically. We should expect the representative to explain the trade: what was gained, what was conceded, who bears the cost, and why this was better than the available alternatives. Then we have to be willing to hear the answer before deciding that the concession itself proves our trust was misplaced.

    This matters before November 3, but it will matter after the votes are counted too. An election can replace the people in the seats. It can’t, by itself, make us stop rewarding an entertaining explanation for why the job remains undone.

    If the only success we’ll reward is a politician returning with every demand intact, we should expect a lot of intact demands. And very little else.

    Eric Pratum (left) and Yuval Levin (right) in the podcast episode artwork.
    Eric Pratum and Yuval Levin.

    This essay grew out of my conversation with Yuval Levin for The Unfolding Thought Podcast. You can listen to the full conversation here.

    Notes and references

    1. The conversation. Yuval Levin on ambition, centralized power, and incentives for bargaining in The Unfolding Thought Podcast, especially 19:35–24:50. The water-system example is hypothetical.
    2. Rayburn and the Rules Committee. U.S. House historian, the 1961 expansion of the Rules Committee.
    3. Reform and leadership control. Congressional Research Service, The Evolving Congress (2014); and The Cannon Centenary Conference: The Changing Nature of the Speakership (2004), especially the Gingrich-era discussion.
    4. House amendments. Congressional Research Service, Offering an Amendment on the House Floor: Current Practice (2022).
    5. Johnson. Robert A. Caro, The Path to Power (1982), chapter 15 and chapters 31–33; Master of the Senate (2002), chapters 24–25.
    6. Online applause and constituent approval. Michael R. Kistner and colleagues, Measuring Partisanship and Representation in Online Congressional Communications, Center for Effective Lawmaking working paper (June 2025), especially the engagement analysis and Appendix J. The approval results are associations, not proof that negative attacks cause approval.
    7. A route to floor consideration. Congressional Research Service, The House Consensus Calendar: Principal Features and Practice in the 117th Congress (2021–2022).
    8. The Dyer bill. U.S. House historian, “Exile”; Library of Congress, “A Federal Law Against Lynchings”.
    9. Bargaining and legislative effectiveness. Center for Effective Lawmaking, “Are Bipartisan Lawmakers More Effective?”, drawing on the 1973–2016 Congresses.
    10. Cartoon reference. The dogs-at-a-computer illustration is an original riff on Peter Steiner’s 1993 New Yorker cartoon, “On the Internet, nobody knows you’re a dog.”
  • Three Musts When Using Social Media for Business

    You’re a savvy business owner, so you’re using social media. Unfortunately, you can’t say for certain whether or not it’s really worth your time. If you’re asking yourself what you should be doing and what you should be getting out of social media, the following three musts are for you.

    Use Social Media to Find New Ideas

    Business owners are some of the best idea people in the world. They find a need in their community and figure out how to address it, but the most aware business owners recognize that they can learn a lot and get a lot of new ideas from others. Whether just monitoring, dipping in a toe, or spending hours in social media, you can pick up a lot of new ideas in social media.

    Use Twitter searches, Topsy, Social Mention, and other services to search for your company, your competitors, your industry, and mentions of your local area. Find people that are having relevant conversations and jump in to see what you can learn from them. And, don’t forget to keep track of what people say so that you can see what new ideas get mentions most.

    Involve Your Whole Staff 

    HubSpot, Dell, Cisco, and Zappos are perfect examples of companies that involve their whole staff in social media, which not only takes the burden of the leadership, marketing, and PR departments, but also makes handling customer service and spreading awareness of the company easier because they have more than just one person supporting multiple channels. Imagine that you run a shoe store and have one employee that is really passionate about photography and another that loves music. Ask your photographer is she would like to contribute to your Instagram, Facebook, and other accounts that can host images. Ask you musician if he would like to share his love of music or if he wants to help create videos for the business that you can then share on YouTube and other channels. This helps to share the burden, since social media is time consuming, and ensures that both people with passion for social media and people with diverse interests get the opportunity to connect you to different parts of your potential audience.

    Give Sneak Previews of Upcoming Products and Services

    Offering sneak previews of your new products or services online to your potential customers is one of the best ways to build demand even before a launch. The customers can provide vital feedback that can be extremely helpful in ensuring a smooth and better launch. You can post photos of your new products or services on your social media sites and ask for comments from customers.

  • How much money can you make blogging?

    A lot and none.

    I’ve been blogging since early 2007 and have made money and gotten recognition from it, but not in the way that most aspirants think of it. The fact of the matter is that making money directly from blogging is nearly impossible. I’ve run AdSense, participated in affiliate campaigns, been paid for my writing, and more, and the money I can attribute to directly to my blogging is easily less than $200 per year on average.

    At the same time, my income has quadrupled, I’ve spoken at conferences and events like the DMA and Social Slam, and I’ve secured a position as a knowledgable and dependable marketer and analyst. Those results easily outweigh the direct financial benefits of blogging, but I would never have realized them if all I had been focused on was making money from blogging.

    How can you make money blogging?
    via Maria Reyes-McDavis

    How can you make money blogging?

    As trite as it sounds, don’t focus on the money. The thing is that you can afford to not focus on the money is you don’t delude yourself into thinking that your blog is your business. It’s not. It is a vehicle for you and your business.

    Do great work. Create a great product. Make your customers so happy that they blog about you.

    Then and only then, when your business is so good that you can afford to spend time on blogging, write about what you know best. If you’re a web startup CEO, don’t blog about marketing and social media unless that’s where you really add value. Stick to leadership, company building, or leadership. If you’re a market analyst, stick to that. How do you add value by blogging about tools, or engagement, or management?

    I don't know
    via cowbite

    Yeah, I don’t know either.

    Stick to what you know, and don’t focus on the money.

    The best bloggers create crap content now and then, and they’re writing about their areas of expertise, so how can you or I compete if we don’t stick to what we know best?

    Simple answer – we can’t, and it gets even worse if trying to market yourself or your company or, worse, make money from blogging comes at the expense of actually doing great work.

  • Must use social media tools to grow your online business

    By this time, the question of whether or not you should be using social media to grow your online business has been answered definitively, and it was a yes. The question that remains in most people’s mind though is How. How do you actually use social media to grow your online business?

    Customer Communication Platform

    Some people don’t like the phone. Others don’t like email. Others don’t like face-to-face communication, and on, and on, and on. Social media introduces a whole new set of channels through which you have the opportunity to communicate with your customers, and while some people do not like using social media, 950 million people using Facebook, hundreds of millions using Twitter, and millions more using other channels confirm that there is a large potential audience there for you.

    The thing to look for when using social media to grow your online business is not how easy can you make it or how many possible places can you spread your message to, but rather what does each audience in each different channel want to communicate about. Tailor your content and your communication style to each audience and each channel in order to make your message as relevant and meaningful as possible.

    Monitor the Competition

    Social media is one of the best platforms to help in monitoring competitors without going out into the field to carry out a market research analysis of them. Your competitors will tell their customers what they are doing and, in turn, those customers will possibly say something about your competitors over social media. Such information is important as it will help you know what you competitors are up to and how other people are reacting to any new developments they have. From there, you can then adjust your business accordingly to keep abreast with the competition.

    Use tools like Topsy, Social Mention, Twitter searches, IFTTT, and others to monitor what your competition is saying, what people are saying about them, and what people are saying about you.

    Increase Search Engine Ranking

    Prior to social media being widely accepted, search engines primarily used factors like inbound links and textual analysis in order to determine which pages should rank highest in search results. The problem with this is that very few people manage websites, so if you’re counting how many links a website has pointing at it as a sign of how popular it is, you’re missing all of the votes of people that don’t run websites.

    Now that so many people use social media, social signals like tweets and Facebook likes act as votes of popularity and value. The more social signals search can see your website has, the better it will rank in search results.

    Build Credibility

    The key to building credibility in social media is to first build a trusting relationship with your customers. Once rapport is established, then your customers can feel comfortable including you in the constant information and feedback stream that is a Facebook, Twitter, or other social media feed. There are several ways that will help you be able to build your reputation and credibility for your customers to totally trust in you. These include:

    • Making sure that people are aware that you know what you are doing and that you are an expert in your area. In so doing, they can trust that you are aware of their specific needs. This means, if you’re a designer, talk about design. Sure, the odd football comment or random joke can pop in there now and then to show your personality, but if you’re a designer with a Facebook page and you want to use it to grow your business, talk about things related to your business that people will care about.
    • The information that you give to your customers should add value for them in some way. This information should be aimed at promoting shared interest. This means don’t talk about yourself all the time and don’t share something unless it’s really valuable to your audience. Something that isn’t valuable is just an annoyance, and every time you annoy someone, you make it easier for them to stop paying attention to you.
    • You should be dynamic enough to give each customer what they want by tailoring your products and services to be able to meet their specific needs. This means you should do your best to tailor your content to each channel and audience. Pay attention to whether your Twitter followers respond to the same language, content, and posting times as your Facebook fans or your Pinterest followers. There’s a good chance they like different things, so customize your content, as well as the products and services you talk about, to them.
  • Learn to blog like a professional

    There was a point early in my career, where I built a Twitter presence that (at the time) was on the Top 100 Most Followed list and a blog that was one of the more respected social media and marketing outlets in Washington state. For the bean counters, that was somewhere around 7,500 Twitter followers and over 2,000 daily unique visitors all without advertising and no guest blogging.

    I learned a lot from that experience, but maybe more importantly, what I got from it was a lot of connections and two jobs at agencies that increased my income, visibility, responsibility, and opportunities to learn. Once I was on the path to success though, I did not see the need to continue investing in my blog because I was busy enough that I had to make a choice – keep investing in the blog in the hope that I get more and bigger opportunities while potentially squandering the new opportunities I had just gotten or let the blog languish and focus on making the most of the new opportunities. I chose the latter. That was 2008.

    Blogging is not a magic pill

    Since then, blogging has acquired this image of being a magic pill.

    There are bloggers like Rand, or Fred, or Mark, or Seth that write prolifically and seem to soar above the rest of us as a result, and what do you do when you want success for yourself? You model success. The problem that so many people run into is that it’s not the blogging that makes these guys successful. They all have their own businesses, and those take up the majority of their time. They just also happen to blog, and let us not forget perhaps the most important thing here.

    They happen to run great businesses, and running a great business is what makes them popular and successful. Their blogs are simply vehicles for sharing their businesses and their greatness. A blog is almost never a business itself.

    It's all about me
    via Nina Matthews Photography

    “I’m going to start blogging to market myself.”

    And, that is the thing that really baffles me. Blogging can be great, but it’s a business tool. It’s almost never a business in and of itself, so why start investing your time in blogging before you know that either you are producing great work or your business is really worth promoting?

    My recommendation is this. Build a great business. Do great work. Produce something that is so valuable that other people blog about you or it first. Then maybe, start your own blog to market yourself or your business.

  • 7 Simple Ways to Use Pinterest for Business

    Although many businesses struggle to use social media to their benefit, the ones that effectively harness it make huge gains in at least awareness and retention, if not also revenue. With Pinterest being the latest large social media tool, there is again an opportunity for you to gain ground in social media before your competitors learn how to use it.

    To best ways to use Pinterest for your business are:

    • Offer Important Information -You can be a source of helpful information to prospective customers who are researching on the Internet. Pinterest is the best of both worlds, because you can use it share advice while spreading the word about your business, all at the same time. Pin data that can solve a common problem and people will want to follow your boards, and share or repin your pins, making your Pinterest viral in a good way.
    • Register Your Business Properly -Register a Pinterest account using the same email address you input on other social network registration forms. Include your business name as your username, so that people will easily remember and recognize you. Post new content or a comment in multiple social networking sites. Add your business website link to every pin to increase website traffic. Most visitors prefer to click on a presented link rather than having to search around for your website.
    • Consider Contests-The best way to make your website popular is to run frequent contests. Websites generally give small prizes, while others give high priced items, such as iPads. Require entrants to share the link to the contest in order to enter. The more friends a contestant brings in, the higher the chances of winning.
    • Showcase Your Personality-Funny or interesting pins get more attention than boring pins. People often follow others who have interesting things to share. Topics that interest you are a good source of material, because there will surely be users who have the same interest. Having a profile photo can also help you gain followers.
    • Follow Big Names on Pinterest-Just because you follow a celebrity or big brand doesn’t mean that they will pay attention to you, but interacting with their content can expose you to their audiences and potentially draw people to your account and then your website.
    • Pin Daily-Pin regularly to establish an online presence. Most people prefer to see something fresh and interesting. They are hungry for updates and gossips. So maintain your Pinterest account and post regularly to attract new followers.
    • Take Your Time -Making a new account on Pinterest does not automatically give you thousands of friends. You have to devote time to adding and retaining your Pinterest friends. Relationships do not happen overnight so you have to invest in time for them to grow.

    The best thing about Pinterest is that it is new and exciting, gaining the attention of many Internet users by taking advantage of the concept that people like to look at images rather then read large blocks of text. Once you create an account and start pinning, you’ll find adding and maintaining your Pinterest boards to be quite addictive and lots of fun. Imagine taking such an enjoyable activity and being able to increase your sales with it; it’s a win-win situation for everyone.

  • How to successfully market your small business using Facebook

    You know you have to be on Facebook. There’s no question about that. The problem you and thousands, probably tens of thousands, of business owners face is, “I’m on Facebook. Now, what do I do?”

    Profiles are for individuals. Pages are for companies and other organizations.

    Since you have a small business, you’ll want to create a page by going to the main Facebook Pages page and clicking on Create Your Own in the upper right. The only cases in which I recommend only using a Facebook Profile are when you’re a public figure of some sort like a politician, celebrity, or sports star. In those cases, you can just allow people to subscribe to the updates you post publicly on your profile, and this way, you don’t have to bother splitting your attention and time between a profile and a page.

    Interact with Your Fans through Asking Questions

    For you to attract and maintain friends and customers on Facebook, you have to give them an experience that they 1) value and 2) can’t get anywhere else. Sadly, most small businesses think they can just post pictures of the latest products or bits of information about what happened recently at the company, and people will love that. The truth is that posting about products often makes people feel like you’re just asking them to by and that the goings on in your office, store, or whatever else have to be really exciting. Otherwise, your posts are just noise.

    Let’s say you run a showroom that sells bath furnishings. Your customers are people remodeling, or building, their own bathrooms and their contractors. When one of them comes into your showroom, pick up on what they really like. Then, after they leave, see if they like you on Facebook…hopefully, you asked them to before they left though. Post a picture of something you think they might like and mention the person with something like, “We thought that Lin Wormley might love this for his new bathroom. What do you think, Lin?”

    When you mention one person by name, it’s common for others to take notice, so you might get some likes or even comments from other people. I worked on some things like this with a coffee shop once. Frequently, we would post a beautiful looking latte or even a new odd creation from a barista, and we would tag a customer, whose name we had just learned. The thing that we had to ask for from the staff was, “Give us a customer’s name, talk to them while you’re making their drink so that you learn about what interests them, and then tell them that we’ll give them a shout out on our page the next time we have something they’ll like.”

    Post Interesting Content

    As a Facebook marketer, you need to attract friends, start a conversation, and keep it going. Conversation pieces need to be selected carefully and should be of public interest. Make sure that what you post or share in terms of videos, photos, audio, or ideas is interesting and will keep people talking about it. Be vigilant about the content you post on your Facebook page, keeping it fresh and up to date.

    One of the best ways to figure out what’s working for you is to set a schedule where you have a content type – video, audio, trivia, news, etc – combined with a message type – question, statement, customer call out, humor, etc. Put together a schedule where you cycle through every possible combination of these and then see which ones got the most response. For bonus points, you can also track this by time of day and day of week to really see what works for you and your audience. Once you find out, focus on the things that give you the best return.

    Facebook Insights will give you a lot of information on what’s working, but my preference is to use something like PageLever or Edgerank Checker because these and other similar services do almost all of the measurement work for you.

    Have Contests to Promote Fan Building

    We all love to win things, and we love the thrill of knowing that we just might be picked for a contest or competition. It makes us feel special. You need to create this feeling for your fans. If you’re a local furniture shop, hold a contest where everyone that likes your page and gives you their email address will be entered to win a certain piece of furniture or a $100 gift card. If you’re a plumber, give away an hour’s worth of work anytime that person wants it.

    One of the keys here is to not just get people to like your page and give you their email address (hello email marketing), but also to make sure that your page is worth liking whether you were to give away something or not. Having a page that posts engaging, interesting, and compelling content ensures that your new fans will not just unlike you as soon as the contest ends.

    Conclusion

    While social media is great and Facebook can do a lot for you, don’t forget that you don’t ultimately control your Facebook page like you do your store or website or email list. If Facebook decides to make a change to how it works tomorrow, you can’t do anything about it. As a result, you should cultivate the best page you can, but remember to motivate your fans to sign up for email, give you a call, or connect to you through as many other channels as you have so that, if anything ever does happen to your Facebook page, you’ll have another channel to connect to your customers through.

  • The lie of the social media conversation

    Over 10 years ago, The Cluetrain Manifesto gave us the phrase “markets are conversations,” and with the advent of social media, we stretched that to imply that both individuals and brands should be conversing, but despite well-worn examples of some brands conversing with their customers, I’m not convinced there really is a social media conversation for brands.

    Brands don’t want to converse with their clients. They want to sell more stuff. For every @ComcastCares, Zappos, or Microsoft help channel, how companies completely ignore online engagement opportunities? I, myself, have written about Comcast, Logitech, Men’s Wearhouse, and Sandals customer service only to have not one of them even acknowledge the posts, and in the case of Men’s Wearhouse, I was praising them, which would have been a softball for any of their customer service representatives monitoring blogs.

    Social media is complicated
    via wizgd

    Individuals engaging in social media feels normal. It’s a lot like talking to friends, or at least people you have something in common with. Brands engaging in social media feels odd, but we want it to be right. If brands can talk to you through social media, they should. Shouldn’t they?

    Valuing social media is really hard.

    The problem is that we expect brands to respond to tweets, Facebook Page complaints, blog posts, and more, but they don’t want to, and they have to justify spending time on paying attention to you in social media, which is hard to value properly, rather than a plethora of competing channels that are significantly easier to value:

    • On-site.
    • Telephone.
    • Email.
    • Website.
    • Advertising.
    • Broadcast.
    • And more.

    I worked specifically on social media measurement for 2 years of my career and have spent a large portion of the following 3 years continuing to work in this space, and while social media is measurable, it is difficult because we don’t always have comparable cross-channel metrics and sometimes have to set company-specific conversions or valuations. For example, in every social media channel, you can value activity partially by the users driven from those channels into your website, phone system, or other more traditional channels. If X spend $X in salaries, tools, or vendors on Twitter and Y number of twitterers visit your website and buy products or service worth $Z, you have an easy ROI calculation.

    BUT that’s not everything. How much is customer service on Twitter worth? Well, if you spend $A answering questions that help B number of twitterers that do not call in and use up employee time answering their questions individually, just look at how much money you spent answering those questions on Twitter and how much you saved by not answering them individually.

    Now, how about the branding, awareness, goodwill, and all of those other fuzzy things?

    Cat got your tongue
    via BarelyFitz

    Cat got your tongue?

    Thought so.

    You get buzz metrics from social media, but that doesn’t make branding, awareness, or goodwill any more measurable. Rather, it just means that we get tough-to-measure metrics paired with still-somewhat-foreign media, and that equals out to a reluctance to budget marketing dollars toward these channels.

    And, so it comes back to markets.

    Whether you like it or not, brands value markets they can measure first, markets they understand second, and only then markets they’re told are supposed to be valuable third, and social media in most cases falls into that third category.

    So, next time Frigidaire, or Dairy Queen, or your local dry cleaner does not pay attention to your social media praise or hatred, don’t be shocked. You have been sold the lie of the social media conversation, and they make decisions based on dollars.