Every business, small or large, is or will shortly be a greenmedia* business. This is inevitable based upon two inexorable trends: sustainability and social media.

Sustainability. It makes no difference if you are in the green industry directly or not. Your clients or the clients of your clients are-and so you are tied-in with them. Perhaps your employees support a green initiative. Eventually, they or your customers, or politicians or community advocates will ask for your support. Just out of curiosity, look for plaques commending green efforts on the walls of your customers’ offices-they are appearing with greater frequency. It’s best to get onboard now. This makes goods sense from the perspective of personal environmental stewardship and, given the billions the government is spending in this area, will definitely help your bottom line.

Social Media. It’s growing at an increasingly rapid rate, as is its presence in marketing initiatives. “Media” encompasses your website, social media platforms including blogging, and even news releases. Even if your company doesn’t have or believe in traditional media, you must begin to engage in social media. It’s the new listening post; your competitors are engaged, and they know what the marketplace is saying about you. Want to continue to “touch” your customers? They are increasingly tuning out of traditional forms of communication.

*Note source: “Every Company Is A Media Company” is a post from Brook Ellingwood.

Marketing Sherpa recently posted a case history which highlights how social media can be used to fill the sales funnel, in 6 steps. Read the complete article. A summary of the 6 steps follows:

Step #1. Create blog to start and join online conversations

Step #2. Establish a Twitter account

Step #3. Create LinkedIn group

Step #4. Modify press release strategy for blogger coverage

Step #5. Promote social media channels on company website and in email signatures

Step #6. Measure growth of social media accounts and Web traffic

1. Great content. It’s no longer adequate to produce content-it must be great content. The Web is becoming flooded with content, and the task is to filter through to find the most relevant content. The way to produce great content is to be clearly focused on your target’s needs, and to communicate as briefly as possible, with links to expanded resources.

2. Video replaces podcasts. If you are only now considering adding podcasts to your content-stop. Video is becoming the medium of choice. Slick productions are not required, and for an investment of less than $2,000 you can have studio quality hardware (video camera, backdrop, and lights). Use software programs that are already part of your PC or Mac; with a little practice, or a savvy intern, you will produce effective videos.

3. Use Social Media Wisely. The tendency to dive into Social Media should be tempered with a well thought out strategy of the business purpose it will serve, and its cost in manhours.

4. The pure sales model will change. The Web is changing the balance of power from seller to buyer, as the buyer has more resources for information. Counter-balancing this will be the increasing pressures on buyers to perform more tasks, which will demand more of their time. The emerging sales model will require sales to use Web-enabled tools to provide buyers with new levels of service that were traditionally delivered during sales calls. Automated inventory alerts and instant messaging of new products are two examples.

One thing will never change- the need for strategic management. The increasingly rapid pace of business seems to scream for action and tactics, but both need to be tempered and managed through the deliberate and disciplined practice of business strategy.

I am convinced that the place to begin corporate social media efforts is with the corporate blog. Why? Because it is the hub for all other social media. This is based on some great content and presentations from two organizations whose products and services can benefit the private business owner: Hubspot and Webmarketing123. I’ll be saying much more about these two companies, but to get started, follow this link to a beginner’s course on blogging at Hubspot.

What do you think? Please share your thoughts.

It’s called the Pink Glove Dance and was produced with the staff at Providence St. Vincent Medical Center for breast cancer awareness.

I am not commenting on the theme, which speaks for itself, and directly to me. Rather, I’d like to focus on the marketing and business lesson we can learn from it. Much is being said about viral video and how to use it to advantage. As of today, the video has 5,153,572 views, almost 110,000 rating responses, and a 5-star rating. It gains 100,000 views daily. Clearly, it is an outstanding viral video.

This is why it appeals to me, and what contributes to its success:

• It points to something greater than itself (i.e. St. Vincent’s); it is not self-serving.
• It captures everyday, ordinary people celebrating life; the best of humanity in an honest, truthful, uplifting and happy way.
• It is well produced. While not a necessity for great video, good production values (music, choreograph) add to the enjoyment.
• It unleashes the power of emotion.
• It is believable; there is nothing false, misleading, or hidden.
• You would like to be part of it.

Note that there is no selling message, no voice-over or graphics that blatantly promote St. Vincent’s.

The lesson is that when an organization or individual reaches out to honestly embrace ideas or causes greater than itself, it can succeed beyond expectation. There is no need for message manipulation. There are other strategies and tactics that will produce viral videos, but the Pink Glove Dance is a shining example of a job well done, from every point of view.

What excellent examples can you share?