Social media is great. It’s fun. It’s enlightening. It’s interactive.

But social media is like the ocean: you should assess your ability to surf before you dive right in. Know your strengths. Know your weaknesses. Be ready for the big waves.

The thing about “social” media is that it is just that – one big expanse of interaction that you have no control over. Nestle floundered on Facebook when attacked by Greenpeace in the deep end. Kmart got splashed around a bit by customers over a coupon snafu. On Twitter, Southwest Airlines was dunked – in a huge public forum - by a passenger deemed too large for the seats.

Every company should make an honest assessment of their vulnerabilities. Anticipate the negativity. Outwit the naysayers. Have responses ready to any possible attack.

This has always been part of a well-planned public relations effort. Before venturing into social media, tune up your public relations reflexes. Have your responses ready. Re-double your defense first, surf onto Facebook and Twitter second.

Being prepared will ensure that a calm, professional, well-measured and strategically appropriate response will prevail over a knee-jerk desire to fight back and challenge unhappy customers.

For example, at times Catalogs.com feels the rumble of the anti-junk mail forces. After listening and understanding the complaint, we responded by implementing Project Green. Project Green outlines our concern about the environment and outlines clear procedures for handling junk mail: double-opt in mailing lists, a carefully compiled list of resources to stop unwanted mailings and a help desk. If Catalogs.com's big wave comes – via social media -- we are ready.

Dove has gotten it right, and it is all in their tone. Dove pre-empts a social media disaster with a professional statement on Facebook reserving Dove’s right to remove comments that are offensive. There are many social media stories about companies that scored huge points with their customers by dealing with negativity in a concerned and expedient manner.

Here are my thoughts. Be calm. Remove the complaint from the public forum. Engage outside of social media. Can you call or email, listen and offer a solution? Have your answers ready. Stay vigilant, stay engaged, but do not co-opt the conversation. Implement a social media policy so that your staff understands what is appropriate in social media forums.

My husband loves to surf. Follow his advice to fellow surfers, whose abilities and ambition may be outwitted by the ocean: always keep your eye on the lifeguard tower.

Posted by Leslie Linevsky at 12:38 PM | Permalink | Comments (0) | TrackBacks (0)

It is 7:45 am, and 29 female senior level executives are gathered in a law firm conference room. They are sitting around a 30-foot board room table, writing feverishly, as Miami Herald columnist Cindy Krischer Goodman gives tips on balancing work, life, and happiness. Cindy has a 25+ year career in journalism, has her own weekly column (which is now syndicated throughout 100+ newspapers nationwide) and is CEO of Work Life Balancing Act.

I learned a TON of information from Cindy. Below is my own interpretation -- and my own order of priority -- from the notes I took while Cindy talked this morning.

Tip #1:

Recognize that being busy does NOT equal being productive. In life, women juggle so many responsibilities, and the secret is to step back and organize yourself so that you are truly productive, utilizing time management, prioritization, and delegation.

Tip #2:

Seek help from other people in your field via networking and referrals. Women are particularly more inclined these days to HELP other woman. In the old days, women were more closed-vested and not willing to share advice. It’s a nice trend to see people helping people, especially women helping women. An added benefit: helping others actually reduces stress in your own life.

Tip #3:

Ask yourself a simple, basic question: by spending an hour or two reading email, Facebook and monitoring Twitter -- all time consuming and keeping you BUSY -- does this make you PRODUCTIVE? Is this time helping to generate revenue for yourself, or help you check off items on your to-do list?

Tip #4:

Become technologically savvy (even if it kills you). In today’s world, using technology efficiently can not only save you TIME, it can make you MONEY. Case in point: a top partner of a very prestigious CPA firm multi-tasks while using her Bluetooth. She can get a bikini wax, a manicure and a pedicure WHILE giving $200/hour tax-consulting advice.

If you get a new “toy” like a smartphone, invest one hour of time to actually read the manual and take the online tutorials. Learn time-saving techniques and efficiencies. Asking your kids to teach you how to use your phone will not produce the business-related time-management tasks it can perform.

Tip #5:

Make your health, exercise and diet #1 on your to-do list. If you’re laid up in bed recuperating from heart surgery, you’re unlikely to be much good to anyone (including your business).

Tip #6:

Are five (5) personal assistants too much? I about fell off my chair when another executive in the room spoke about her ability to balance life with work.

She said, “It’s easy, I have FIVE personal assistants and 22 employees.”

Now these five personal assistants are not full time, and may give her as few as 5 hours a week doing a very specific task, but when I sat back and closed my mouth after my jaw fell open, I realized her time was extremely valuable. She can make MORE MONEY sitting at her desk doing financial planning for her clientele, than if she were to run to the grocery store, shop, load the car, put the groceries away, and then cook dinner for herself. She saved about 3 hours, and if she’s only paying an assistant $10.00 per hour and she’s raking in, let’s just say, $100 per hour, she has a net earnings of $90.00 per hour. I think I need to hire myself a few personal assistants too!

Tip #7:

Create a Vision Statement for yourself. In order to find balance between juggling work, family, and being a caretaker, you must have a written and clearly defined vision for yourself. A vision statement includes personal and business goals, desires, passions, and the specified measurable results you are seeking.

Tip #8:

The 2 pm Check-in. On your computer, schedule a task/appointment EVERYDAY for 2 pm and have an instant reminder pop-up on your computer or cell phone. This is your 2 pm reminder that you need to re-read your to-do list and make sure that you are prioritizing your tasks so that you can LEAVE the office on time. If you normally leave at 5:30 pm, you only have 3 ½ hours left to complete your to-do list. If you have to reshuffle and re-prioritize based on emergencies that came up during the day, then do it now so that you can keep to your vision statement, make time for yourself (maybe a workout before dinner) and your family.

Tip #9:

The Wind Down Ritual – decide what you can do, everyday, to bring closure to your day. Whether it is writing a to-do list before leaving the office or simply clearing off your desk, this daily ritual will give you “permission to end my day and know that what I leave as “un-done” today will be scheduled for tomorrow.”

Posted by Leslie Linevsky at 11:16 AM | Permalink | Comments (0) | TrackBacks (0)

Customers usually don’t notice the things that go right, just the things that go wrong.

Internet shoppers are generally not patient. They expect images to load quickly, pages to respond smoothly to clicks, and boxes to populate without hesitation.

Web site consistency is the speed of web page delivery during multiple visits over a period of time. Consistency is vitally important because it is a key factor in influencing the satisfaction of customers.

The internet retail industry does notice the things that go right.

It is significant when the industry recognizes a job well done. In February, ColdwaterCreek.com lead major retailers in consistency ratings, reported Compuware Corp. ColdwaterCreek.com’s web site loading time was stellar, averaging 19.89 seconds.

It is only appropriate that we, Catalogs.com, congratulate ColdwaterCreek.com, one of our long-time clients. We love noticing when things go right.

Other Catalogs.com merchants made the list of sites with excellent consistency, including Netflix.com, TigerDirect.com, Oriental Trading Company and Chadwicks. It makes me proud to be affiliated with these companies; the excellent functionality of their Web sites is a good model for other online retailers.

In addition to consistency, the things that bring customers back to an online retail company, other than the things you can see - like great photos, appealing graphics and snappy copy - are:

*Speed
*Accessibility (easy to find and to view)
*Organization
*Intuitive search mechanism
*Shopping cart ease
*Allowing customers to check out as “guest” without registering or requiring passwords

It is important to remember that in online retail, a huge portion of what makes a customer’s experience excellent, and that makes them a repeat visitor, is not what you see, but what is behind the Web site – the planning and infrastructure side of the business.

Kudos again to all of online retailers that get it right.

Posted by Leslie Linevsky at 9:23 AM | Permalink | Comments (0) | TrackBacks (0)

My heart is breaking. My daughter is crying, and all I want to do is protect her from being hurt. Yet, the lessons of “hard knocks”, “irrational people” and “unrealistic expectations” can be taught with one simple phrase, “Step-back, analyze the situation, and move on to bigger and better things.”

In business, what would you do if you received an irate phone call from an existing client, who is demanding a 30x ROI and is seriously disappointed with having received a 10x ROI?

The client states, “Well, I’m not going to remain a client any longer.” Is there any reasoning with a client like this? My advice is not to waste your time. Move onto other clients who appreciate making money, and if they spend $1,000 on marketing and in return get a $10,000 sale, they sure better be happy, 'cause if they’re not, they are only wasting my valuable time trying to change their mind.

Back to the issue of raising kids … If your teenager has just experienced a vaguely similar situation with an irrational friend who has unrealistic expectations of what a “friendship should be”, the issue at hand doesn’t really matter … it could be that only one teen does all the calling and making of the plans; or it could be acts of peer pressure and lack of participation (1 kid wants the other to smoke pot); or it could be hateful name calling and the purposeful embarrassment and bullying that takes place on the bus.

My advice to my daughter is the same advice that I extend to my salespeople, “Don’t waste your time. Move on to other friends who appreciate you, admire you and think you are special. Don’t waste time trying to change people.”

Posted by Leslie Linevsky at 2:40 PM | Permalink | Comments (0) | TrackBacks (0)

I have been digesting Chris Brogan’s blog post, My Love For Blogging, from last week. It is a great post. Meaty. Challenging. Inspirational.

I don’t usually print what I read on the Web, in the interest of being Green and sensible. Chris’ post, though, I printed, and then sat with a pen, and read, making squiggly underlines and little arrows, like I used to in school.

Chris says that the love of blogging – and for Chris, it really is a love, a passionate love – is why he has been in the game so long. He encourages bloggers not to “abandon the chance to express.”

I can breathe easy on this one: I’m celebrating a major milestone today … it’s the 4th year anniversary of my blog, which began on MovableType on March 16, 2006. Some of my best posts have been typed in the middle of the night, or dictated into my hand-held Dictaphone while driving. I’ve enjoyed blogging about life as a “mom”, as a wife, as a female entrepreneur, and a caretaker to elderly parents. I’ve been focused, lost focus, gotten back into focus. It’s a work in progress; I’ve blogged with passion and sometimes with obligation.

My blog stats read “This blog has had 338 entries posted to it since its inception.” In the past three months, I’ve posted 22 times. That means that 6% of all my posts have been in the last 90 days. I am not a daily blogger, but I’m working on consistency.

I am in awe of certain bloggers who write, like Chris does, “all the time.” I love to read Penelope Trunk. I am amazed by Seth Godin's ability to say little profound things. I smile at the title of Josh Hanagarne’s blog, “The World’s Strongest Librarian,” and it’s bookmarked in my reading tab, too. I’ve got 30 plus blogs bookmarked. These are Bloggers (capital "B"). I know the difference.

Chris’ business is social media and online networks. I love his passion and his writing and his vision. He says that his blog is his home base. That makes sense: in the kind of work that Chris does, what could be more powerful? I have been thinking about the concept of a home base.

With the focus of a marketer, I have been taking inventory of my social media efforts: multiple Twitter accounts, my blog, columns for online news outlets, Facebook, and LinkedIn. I use Twitter for different things: promoting our clients, sharing news, sending updates and a very small sprinkling of communication, the “@” stuff. Facebook is “professional personal” – kind of like business casual – with a Fan page added into the mix. I write short columns on internet marketing for Examiner and other news outlets. On LinkedIn, I am making my professional profile richer, locating my business colleagues and reaching out.

What is my home base? As much as Chris inspired me, and I want to find a place in social media that is my passion, intuitively I know that my home base is my office – it’s our multiple urls and websites, managing financial and HR issues, dealing with salesforce and databases. It’s all of those pieces that come with the business of running a company. I have 650 clients to service, employees, freelancers and I have payroll. I have a family – kids and a husband – and a life that keeps me very busy (gym, cooking, philanthropy, caretaker).

For business people, who are bloggers - not capital B Bloggers - I think that all of the social media tools are outposts. Even their blogs. Even my blog. Because no matter how passionate I want to be, there is no great American novel in my blog.

I am striving to share my expertise on marketing and my decades of experience in online retail, and to be available to my current clients through a shared forum (this will be my LinkedIn) and to merit the attention of colleagues as well as potential clients.

As a marketer, you never stop learning, and I am beginning to see the huge value in social media – any return on an investment that is free – is a win.

I’m in.

Posted by Leslie Linevsky at 11:38 AM | Permalink | Comments (0) | TrackBacks (0)

Mobile shopping is definitely here.

According to the findings of ABI research, mobile shopping in the US accounted for $369 million sales in 2008. That figure jumped to $1.2 billion in 2009. And 2010 is projected to witness an estimated $2.4 billion in mobile purchases. But while the popularity of shopping from one's mobile device is growing everyday, some of the biggest and most trusted web retailers in the industry continue to lag far behind in the mobile landscape. There are really only a handful of companies which are poised to reap the benefits of a growing mobile shopping market in 2010.

What helped a site make my list of 2010's Top 10 Mobile Shopping Sites?

I looked at depth of content, accessibility and searchability, user-friendly features and unique functionality. I looked for sites that rock, that made me stay and … shop awhile.

1. Crate and Barrel Mobile

Crate and Barrel may be new to the mobile space, but the home furnishings brand is quickly taking charge with a new mobile site that has just begun to resonate with customers. With the obvious goal of helping people shop Crate and Barrel’s complete catalog from anywhere in the world, Crate and Barrel has spruced up the conventional mobile shopping with a few attributes bound to be cloned by competitors in no time at all.

• Gift ideas galore! Don’t have any ideas yourself? No worries, Crate and Barrel on your mobile will promptly solve this issue
• Check in-store availability of the products you want
• The entire catalog of products is accessible and searchable from the mobile site
• Manage wedding and gift registries and favorite lists
• Product reviews, product reviews, and more product reviews – the good, the bad, and the ugly are all here

 
2. Fossil Mobile

Fossil professes its status as a purveyor of the finest (and most affordable) clothes, shoes, and accessories available in the retail world for both men and women today. That quest for excellence has similarly spilled over into the mobile web, where Fossil is now digging up deals and preserving a loyal customer base with a mobile website that is every bit as cool as it is uncomplicated.

• Sleek and visually appealing user interface ideal for sifting through Fossil's massive inventory of watches, handbags, clothing, shoes, jewelry, etc.
• Create or manage your account
• Track shipments, view order status, and update your shopping cart
• Use specific keywords or item numbers to bring up specific product information
• Always a boatload of sales and bargain opportunities to gander through
• Register for email alerts from Fossil's mobile site

3. REI Mobile

REI (Recreational Equipment Inc.) may not be as well known as Bass Pro Shops, but the outdoor recreation gear and sporting goods retailer has one gigantic leg up on the competition: a wicked cool mobile site. From backpacks and tents to portable cooking equipment and sleeping bags, REI serves up a dynamic mobile site that is a must for the avid outdoors enthusiast.

• Simple user interface with familiar REI look and feel
• Shop brands and REI-outlets
• Access expert advice from REI about everything from hiking to camping
• Sign up for Gearmail
• Check out the best and biggest sales across multiple product categories

4. Office Max Mobile

Easily one of the least known and most underutilized quality mobile shopping sites in existence, Office Max is finally gaining ground - and exposure for – for its awesome mobile features that take the convenience of customer service to a whole new level. Giving shoppers the ability to browse and buy products ranging from printer paper to office furniture, Office Max mobile leaves customers very little good reason to actually go into a physical Office Max store. A complete shopping experience is waiting to be found on your handset.

• Click-to-call functionality connects consumers with customer service reps
• Monitor weekly ads
• Manage your account
• View your still-in-progress shopping cart on the mobile site
• Easy product and order entry system

5. Barnes and Noble Mobile

Barnes and Noble, simply put, is one of the sexiest mobile websites around. It was hot on the iPhone last year and it will be even hotter this year. Boasting a variety of top notch attributes, Barnes and Noble is considered an exemplary model of all that a contemporary mobile shopping site should be.

• Reserve or purchase items for pickup at a nearby store
• Quickly browse and purchase eBooks
• Review order history/status
• Compile a wish list
• Purchase gift cards
• Soak up comprehensive product details for books, DVDs, and music

6. Target Mobile

While nothing may seem overtly new and exciting about Target, think again. 2010 will be the year of the coupon for Target shoppers. Now accepting mobile coupons for the first time in the retail giant’s long history, Target is making mobile shopping and discount shopping synonymous, all through the familiar and comfortable red and white portal of Target ‘s mobile website.

• Secure exclusive mobile coupons
• Browse registries
• Search in-depth category listings, product descriptions, customer ratings and reviews
• Find localized weekly ads and promotions

7. Walgreens Mobile

Out of left field, Walgreens has launched a mobile website that has become an incredibly hot mobile commodity in virtually no time at all. Both Walgreens Mobile and its corresponding iPhone app aim to deliver the convenience of the convenience store right to your handset. Low on flash but high on practicality, the straightforward, uncomplicated interface serves up exactly what you would expect – a mobile Walgreens experience.

• Refill prescriptions on the go
• View or order photos
• Browse products, their prices, and customer reviews
• Locate the nearest Walgreens store
• Take advantage of weekly ads and storewide promotions

8. Best Buy Mobile

Like no other consumer electronics retailer, Best Buy has developed a powerful mobile presence that is both widely utilized and respected by consumers. With the bulk of the site's emphasis placed on consumer reviews and providing a wealth of helpful information, Best Buy Mobile is at the top of its game in the digital world and is poised to thrive as one of the most dominant mobile shopping sites of 2010.

• Perhaps the easiest check-out process of any retailer's mobile website
• Up to date news, customer reviews, and fresh content features
• Detailed product searches and descriptions
• The latest in local ad campaigns

9. Dooney & Bourke Mobile

Dooney & Bourke may be a well known handbag and accessories retailer, but their mobile presence is brand spankin' new. Giving their mobile female shoppers on-the go access to the latest (and trendiest) purses and accessories is a no-brainer. Launched at the end of 2009, Dooney & Bourke's mobile site exemplifies a smooth but substantive mobile shopping experience from start to finish.

• Attractive user interface
• Neatly categorized among handbags, accessories, and other fashionable gift items
• Thirty shoppers can quickly peruse items under $100
• Specials, favorites, and new products are readily accessible
• Comprehensive product search functionality

10. Sunglass Hut Mobile

A trendy but practical accessory for all seasons, sunglasses can speak volumes about one's sense of self, not to mention style. For this reason, it’s no wonder why the business of sunglasses has emerged as a multi-billion dollar industry. Consequently, Sunglass Hut has become one of the first major retail shades-specialists to step up to the plate with a quality mobile site.

• Expansive criteria selection of sunglasses brands, shapes, colors, etc.
• Easy login and registration
• Eye catching mobile design and straightforward navigation
• The latest markdowns from top brands like Dolce & Gabbana

Of course, there was a reason I compiled this list: because I want to make this list.

Although Catalogs.com's mobile site is fresh out of the box, I have great aspirations. As in all things, I look to the best for inspiration and am always open to feedback.

I want to hear what your top three favorite mobile sites are. Please post me a comment and let me know.

Posted by Leslie Linevsky at 9:11 AM | Permalink | Comments (2) | TrackBacks (1)

A very dear friend of mine is enjoying a public relations coup, and I am celebrating on her behalf. I can totally relate to her joy: it is so exciting to read about your company, your inspiration and your hard work, in someone else’s words.

I’ve known Carolyn Newman for over ten years. She is a breast cancer survivor, a mother and an amazingly spirited and innovative entrepreneur. She is bright and funny, and she took an immense health challenge and turned it around. Through her process of rehab and survival, Carolyn identified a market and created a product to fill a niche. She is tenacious. She has a “never give up” attitude.

Carolyn’s company, Warrior Wear Inc., is the result of her vision. “There is nothing more rewarding than seeing your product on store shelves and on the biggest internet sites in the world,” Carolyn is quoted at WomenandBiz.com. “Knowing that you have created something others want and need is pure satisfaction.”

A year ago, I was featured in WomenandBiz.com and my friends, including Carolyn, celebrated for me. Reading the story about Catalogs.com, Carolyn says, gave her the motivation to undertake a public relations effort.

It is important for women to tell the story of our business success. We need to share our inspiration and the lessons we have learned with other female entrepreneurs. We need to celebrate each other.

Posted by Leslie Linevsky at 12:19 PM | Permalink | Comments (2) | TrackBacks (0)

A couple of years ago, a friend emailed me, partly horrified, partly entranced. She had just downloaded Google earth, searched her address, and there she was, in her yellow shorts, pushing the lawn mower on the front lawn, frozen on the Web, at her less-than-finest.

In Freedoms, Borders And Google, Derek Gordon comments on Google’s challenges in Europe with privacy violation. I agree with Gordon, who writes, “While respect for individual privacy and dignity are extraordinarily important values -- ones that should be fought for and protected -- the right to freedom of expression is at least as important.”

We are finding ourselves posted on Facebook or YouTube by friends – even by strangers. Our online page visits are tracked, our searches recorded and our preferences stored. Our privacy, or lack of it, is important to all kinds of people.

We aren’t going to change things. And there is incredible value in the right to freedom of expression, creation and exploration. The Web will continue to develop, as will privacy-compromising technologies that benefit businesses and law enforcement and government. What we have to understand is that safeguarding our own privacy is in our own hands. It will be more and more important to be engaged and to monitor how we are represented. Create accounts on Facebook and Twitter and others. Be curious, stay alert. Learn how to use the tools that can put barriers between your private persona and your public data.

Have you Googled yourself lately?

Posted by Leslie Linevsky at 4:55 PM | Permalink | Comments (0) | TrackBacks (0)