Tag: business

Being Strategic With Social Media

Carl Setzer
facebook application icon

I’ve known people whose business is dependent completely upon a single platform. YouTube is a huge one, but I also see people 100% dependent on Instagram, TikTok, or even Facebook, for their business. I’ve been thinking a lot about that recently.

A friend of mine, due to the LastPass hack, lost access to his YouTube channel. Then there’s the drama over at Twitter, with people being banned from the platform on the whim of Mr. Musk, and I can continue. So, I hope you’ll understand that I highly recommend that you DO NOT rely 100% upon a single platform where you have no control.

Social media sites are great tools for connection, but they’re best for directing people to a website. One you own, you control. Encourage folks to subscribe to a newsletter, or the website. Then, by combining your website with blog posts and newsletters, and you have a very powerful tool to stay connected with your audience even if you’re blocked from a key social channel. Also, if you have a website connected to your social platforms, your audience has a way to find and reconnect with you if you lose access to YouTube, Twitter, Instagram, TikTok, Snapchat, whatever.

I particularly like sites built on WordPress, as it’s extremely portable. Wix, Squarespace, and the like are tied to a single provider, too. With WordPress, I can port my website to another hosting company with relative ease (related: make sure you back up your files somewhere other than on the hosting platform).

Be strategic with your digital portfolio. Be prepared for various calamities, as well as for the eventual falling out of whatever must-use platform the people abandon next. Technologies evolve. Audiences evolve. Platforms evolve. Business sustainability requires you to be thoughtful and strategic.

What is SEO?

Carl Setzer
SEO Graphic

This quarter I studied SEO techniques, mainly working off of Moz’s “Beginner’s Guide To SEO”. Let’s take a look at some of my main takeaways. Today, let’s start with the basics: What Is SEO?

  • SEO is otherwise known as Search Engine Optimization. Essentially, this is a technique to strategize your website’s content to place better in the search results of Google and Bing. This requires deeply understanding your target demographics, what they are interested in, what sorts of things they search for, how they search, and the way they structure their searches. Also, you need to understand how search engines work. They crawl the internet, creating indexes of the content they find. Ultimately, SEO is about creating better organic search results, as opposed to pay-per-click (PPC) advertising campaigns. SEO has 20 times more traffic opportunities than PPC (via both mobile and desktop). SEO also pays off over a longer time.

Edit: corrected the link to Moz’s “Beginner’s Guide To SEO”. 

Google’s Disturbing Trend In Regards To Ethical AI

Carl Setzer

Yesterday Margaret Mitchell tweeted this out:

This might not seem troublesome on the surface. However, earlier this year they fired Timit Gebru, who was the co-lead with Dr. Mitchell of Google’s AI Ethics Team.

Add to the above this behavior by Google executives (Tweet below), and I see a toxic environment dominating the company with a code of conduct statement “Don’t Be Evil“.

One of my areas of interest is Corporate Social Responsibility, and I’ve been looking at how this might be applied in the tech sphere. And Google is giving me solid evidence of those applications, in the most negative way possible.

Seth Godin: I Hate This Restaurant

Carl Setzer
Photo by Burst from Pexels

I always appreciate Mr. Godin’s insights. Today’s blog post reminds me of something I’ve long thought about: understanding what you, and your business, offer the world. If you try to please all people, well, you aim for the middle and become a commodity. That only seems profitable by the large, mega-brands that can operate on huge scale. Most of us need to focus on the niche, on being unique. This requires creativity and insight. Those that master this space impress and inspire me.

Seth Godin: I Hate This Restaurant 

Featured image by Burst from Pexels

Boeing Deception Alleged in Scathing Report on Max Crashes

Carl Setzer

Boeing Deception Alleged in Scathing Report on Max Crashes

Article via Bloomberg

As a fan of all things Seattle and Boeing, this was painful to read. I’m hopeful that Boeing can fix this, but also recognize that it’s a monumental task of attempting to reboot a corporate culture against decades of history. Crises tend to provide solid energy to overcome social inertia. I hope Boeing is able to pull this off. 

The Monday Peeve: Help Lines

Carl Setzer1 Comment
Angry on the Phone

Paula Light’s “Monday Peeve” for today resonates with me. I hate automated help systems, too. Unanswered emails, the chat messages that go nowhere, or the dreaded calls navigating multiple menus. Nothing says we aren’t valued by your business than hearing “your call is very important to us” every 10 seconds while on hold for an hour.

I hope your Monday was free of such misery.

The featured image is by Moose Photos from Pexels.

Gravity Payments Boldness Pays Off

Carl Setzer

I remember back in 2015 when Mr. Price made this bold decision. It gives me great delight to see such solid results. Seattle is a greater place with innovators like Dan Price, especially those willing to disrupt more than just markets.

Short Term Marketing Doesn’t F***ing Work

Carl Setzer

I just stumbled on Chris Chalmers (via this video, of all things). Chris was a DJ on a couple of local (Seattle) radio stations. Having helped many folks with their digital presence, I fully get what he’s talking about in this video. Short-term marketing, much less short-term thinking, doesn’t work. Not in the long run at least.

Marketing should be a well thought out and well planned element of your business. Strategic thought, analytics, and deliberate execution all play a part in building the long-term business.

I’ve seen too many folks expect a website, Twitter/Facebook/Instagram account to come in and rain money. 9 times out to 10 (99 times out of 100?) it’s not going to work. Regular focused posts, thoughtful interaction and the well timed/placed promotion are what gets you there. You should consider this to be a multi-year long initiative.

 

The IRS and 21st Century Annoyances

Carl Setzer

So, one of my current projects is helping a non-profit get up and running. One of the things we need is an EIN (Employer Identification Number…the organizational equivalent to a Social Security Number). So, I go to the IRS page to request this, and keep getting the old “Can’t connect to the website. Please try again later” error. I don’t think too much of this, but after a couple of hours, it’s getting to me. So, I explore a bit and find this.

image.png

Really? A website that’s only useful during “business hours”? It’s a WEBSITE! Why on earth is this not available 24-7? I guess that there’s some manual approval that happens during the process. Even so, I should be able to apply and be dropped into a queue that’ll be checked Monday morning, or whatever. A website with office hours just boggles my mind.

Ok, this clearly is a 21st Century problem. But it’s just so antithetical to the zeitgeist.

A Job Search Update

Carl Setzer

Last week I wrote about my transition from my current job to my next thing (see Transitions and Next Steps). The process of exploring what’s out there, what I’ve done, what I’m good at and a number of other things has refined my focus. Instead of “communications”, my focus will be on business administration (things like Executive Assistant, Business Administrator, Office Manager, Administrative Assistant roles). I do love this kind of work. And one of the things I did a few days ago was pull out a career assessment that Keller Williams runs on all their staff. And those administrative roles are ones I got 100% alignment with. Most of my career was focused on this kind of work. Mainly because I’m good at it, and like being good at it.

My focus right now is finding a role that I love. I want more than just to like my work, definitely more than tolerate it. No, I want to love it. As I know what work I’m good at and want to do, this next step is to figure out where. There are solid elements of the where. I want to work in a positive environment. No passive-aggressive dysfunction, thanks. Nor rage. Nor convoluted and confused leadership. I’m terrible at confrontation, and have no interest in putting up with unpleasantries for the sake of a paycheck.

I also want to work in a aesthetically pleasing space. Sunlight! It may seem shallow, but it’s important to me. It shows a deep commitment to staff, for starters. Anyway, I don’t need to be right next to a window, but lots of natural light. I’ve worked in many spaces like that over the years. Starbucks, Microsoft to start with. I’ve enjoyed what I’ve seen from my meetings at the Snohomish County Admin Building.

My focus currently includes many local powerhouses:

  • Boeing
  • Starbucks
  • Microsoft
  • Premera

I’m also considering local government, Snohomish County, Cities of Lynnwood, Edmonds, Everett, Mountlake Terrace.

Anyway, that’s where things stand. If you have any advice or counsel, please leave a comment below.

Thanks!