Like other forms of marketing, Social Media is about branding but it is more than that. Social Media is, well, social. When you build a Facebook page or log on to Twitter, you are creating a public space in which to engage with your current customers and reach your target market. Before you get started however, you'll want to understand how each network functions and how best to employ them as an intrigal part of your marketing strategy. Let's take a look at the Big Three:

• Facebook now boasts more than 800 million users worldwide and your access to potential customers through their platform is virtually unlimited. Whether you pay to advertise on the site or simply create and maintain a free Business Page, it's an opportunity not to be missed. Engage your fans and customers by posting about special deals, sales and new products. Share links to related articles, ask for feedback and welcome questions. For examples of successful Facebook pages, check out Brendan's Irish Pub and Johnny Cupcakes.

• G+ (Google's networking site) is an under-utilized gem. As part of Google's integrated services, G+ pages get ranking preference in searches and is the only SM site that can increase your internet visibility before you get a single follower. Employing the same strategy as with Facebook, you can promote specials, link to related articles, post relevant photos and otherwise engage your target audience. Take a peek at Virante's Search Marketing on G+ to get an idea of what a well-maintained Google Business Page looks like.

• Twitter can make or break a brand. Its speed and limited message length lend themselves to a particular kind of chatter. If you're not already familiar with the network, it's best to familiarize yourself with the etiquette by following a few Twitter-savvy accounts like Vevo, JetBlue or Dunkin'Donuts. Find creative ways to capture your followers' interest. Tweet images, link to your blog updates and elicit feedback from your customers. Learn to use hashtags but don't overdo them and unless you're responding to questions or feedback, 4 to 5 tweets a day is optimum.

Using a Social Media Management Dashboard like Hootsuite or TweetDeck allows you to schedule postings in advance. However, be sure to monitor your accounts and respond quickly to feedback, keeping in mind that these exchanges are public and you can win over or turn off potential customers with your response. In the end, Social Media is all about conversation and utilizing the technology of today to drive the business of tomorrow.

A few years ago, I worked as an Executive Assistant to a successful CEO who was plagued with an anxiety disorder which compelled him to focus excessive amounts of time and energy in an attempt to achieve organizational perfection in both his personal and business life. For this man, the devil really was in the details, and he was determined to root him out. Perfection, in his estimation, could be best achieved through the use of a an extensive catalog of lists. There were daily, weekly and monthly checklists, a travel list with more than seven hundred items to be dealt with, packed or otherwise attended to before he could take any kind of trip, inventory lists for everything from his wine cellar to purchased (and parked) web domains. There was even a Master List of Lists.

One of my tasks, as his Assistant, was to maintain these lists and update them as necessary from his hand-written notes. In other offices, such things are often considered busywork, or down-time tasks that may or may not get attended to. For this man however, List Maintenance was a personal priority and he impressed upon me that it should, therefore, be my priority as well.

To this day, the challenge of working with this gentleman remains one of the most maddening and yet instructive experiences I have ever had. Untangling my own organizational habits from my employer's took some time after I left the company. A number of pieces have stayed with me and proved to be advantageous (albeit in moderation). The most useful lessons I never quite unlearned are as follows:

• Working From a List – To this day, I keep a notebook of daily details. I have yet to find a Day Timer which provides proper flexibility and suits my space requirements. My preference is actually a simple lined Composition Book. While scheduled appointments, contact information and other important items are noted in the calendar on my computer, this notebook is my one necessary daily companion. Daily tasks are listed out the night before, including both routine and one-time items. Adding the routine tasks allows me to tinker with that routine, creating productive new habits by simply incorporating them into the list. Daily goals appear on each page (i.e. progress on a specific project, necessary correspondence, research and writing to be done). Keeping this list handy throughout the day helps keep the focus on bite-sized pieces of overarching life and business goals. It also allows me to measure my productivity from day to day and tinker with any part of my schedule that isn't working while feeling good about my productivity when the list is cleared out for the day and I can kick up my feet and relax.

   

• Document Set-Up – Every time I create a new document, it has a few bells and whistles built in. The handiest of these is the automatically updating revision date. My previous employer was adamant about the inclusion of revision dates on every document he touched. If he deleted a comma or added a period to something, it must be reflected with an updated document date. You can imagine his delight when I showed him that this could be accomplished automatically rather than manually. Having spent more time over the years, trying to figure out which hard-copy version of a story, letter or personnel manual was the most recent, I swear by proper document set-up, including footnote auto-text containing the document title, page # and revision date. If you don't have a customized template already set up on your current document program, consider taking the time to make it so.

   

• An Organized Filing System – Whether it is the folders and files on your computer, or a cabinet beside your desk, maintaining order is a necessity and having an explicit strategy for organization is incredibly helpful. Perhaps you prefer to categorize items by subject, project, client or date. Whatever your preference, take a moment to create a uniform filing system. How that system looks will depend upon you. When you create new documents, immediately save and file them in the appropriate folder. The same rules apply with printed materials (i.e. correspondence, contracts, completed articles, etc.) The time it takes to set up a tidy and intuitive filing system may seem like a lot, but in the end, the time you save, NOT digging through your entire computer, or desk or filing drawer looking for that misplaced form, bill or folder will make it all worthwhile.

   

When I list detail-oriented among my skills on a resume, I always give a mental tip-of-the-hat to my former boss. While he was at times difficult, I would rather work for him than have to rise to the daily challenge of being him.  I cannot help but hope that in time,  he can seperate the wisdom of his detailed-oriented strategies from the constant pursuit of perfection. Almost everything is good in moderation, my friend.

Ah yes, CONTENT, one of those words that has been tossed around so much in the last few years that it has begun to lose its original meaning. Instead, it has morphed into just another bit of corporate lingo. You're building a website for your company? You're going to need some content. You plan on making your fortune (or jut a few extra bucks) in Internet advertising? You're going to need content. You've started up a new magazine or local newspaper and got a few great advertisers on board? All you need now is content.

What writers know that too many business owners don't, is that whether it is on a web page or in print, the importance of well-crafted, engaging copy is something you overlook at your own peril.

A headline promising exciting or interesting information may get people to pick up your magazine or click on your link, but if you do not provide rich, informative or entertaining articles, it is unlikely that they will return. If the information you provide is factually incorrect, or the writing is sub-par, you have missed an opportunity to become a trusted authority on the subject at hand. Furthermore, if you are promoting a business with sloppy brochures, uninspiring newsletters or poorly-written advertising copy, you are damaging your brand.

Much time and money is spent these days on strategies to increase Internet page ranking and visibility on the web, but all the keyword and Search Engine Optimization (SEO) skills in the world are worthless if once people arrive at your website, what they find there isn't helpful or interesting. The information super highway is jam-packed with information and much of that information is junk. Your job (and frequently mine) is to help people navigate that gridlocked highway with good SEO and page ranking, and then keep their attention with compelling and informativecopy.

Words are a powerful tool that can work for or against you. When thinking about your next newsletter, brochure or corporate blog post, take a moment to ask yourself if your words and the content of your communications are working FOR you each and every time you make contact with current and potential customers. If the answer is NO or you're not sure, consider consulting with someone who understands the importance of great content and how create powerful messages that inform, engage and bring an audience back for more.

Over the weekend, I came into possession of a used laptop which had the potential to greatly improve my writing process and ergonomic status. I have been using my current cobbled-together desktop computer since 2005 and am therefore chained to a likewise cobbled-together desk and chair combo in the hub of our home. This particular set-up has presented me with a number of environmental, physical and technical challenges that would be alleviated by the freedom and flexibility of a laptop. However, the time for a shiny new computer with all the bells and whistles was a ways off budget-wise and short of complete system failure, I was resigned to make do with what I had. After all there are children in China with no Google at all.

It was a surprise then, when a friend showed up on our doorstep bearing the gift of a laptop he no longer had need for as he’d recently upgraded his own. Because he had previously used the computer for work-related things, he had wiped the entire memory, including the operating system, so we were going to have to start from scratch. Still, even if we had to shell out a few bucks for software to get it up and running, it was an offer we couldn’t pass up.

As it turned out, we didn’t even need to reach for our wallet when it came to the software, because within the hour, our in-house IT department had installed Ubuntu, a Linux-based operating system which is small, streamlined and honestly perfect for what I need. Having never worked in a Linux-based environment I expected quite the learning curve and started reading up on the software immediately, which is when I came across the following statement: “The Ubuntu project is entirely committed to the principles of free software development; people are encouraged to use free software, improve it, and pass it on.”

It was at this point, that I started thinking about all the Free and Open Source software we’ve come to take for granted. Most, if not all of the Google products we rely on fall into this category, as well as the Open Office Suite which I’ve been using (and loving) for the last couple of years. For most purposes, the free image-editing software Gimp rivals the pricey Photoshop and AVG Anti-Virus is a great security tool. Mozilla Firefox is a freebee for those who use it and not to toot Google’s horn twice in a single paragraph, but so is their Chrome browser, which I swear by.

So the next time you’re shopping for a new bell or whistle, considering upgrade or find yourself needing to replace your whole system, take a minute to consider the thrifty options including used or refurbished computers and free or open source software. With the money you save, you might even be able to spring for some ergonomic enhancements to your workspace.

PostScript: Jules wrote the above post on her new laptop while lounging on the couch with her dog, edited it out on the back porch while enjoying the late summer sun and posted it from the kitchen because, well that’s where the chocolate chip cookies were.

Each of these sites has its own advantages and drawbacks but they also have a number of such elements in common:

What’s good:

• Free registration. Most of these sites are free to writers or charge a nominal monthly fee. I chose to only register at and write for the free ones and it has, thus far, paid off.
• There are always plenty of open orders. There is no negotiation or lag time while clients prepare assignments or you’re waiting for an answer to a query. Once you’re set up as a content provider with these sites, logging in and getting to work is pretty much immediate.
• Content-mills are beginner-friendly. If you’re just starting out as a Freelance Copywriter, it is a good way to learn what kind of content you enjoy writing and what you don’t. From advertising copy, informational and instructional text, to product descriptions, reviews and opinion pieces, there’s a little of everything to try your hand at.
• Learn a little about a lot. Many of the pieces require at least some research, but for others you simply need a basic understanding of SEO (Search Engine Optimization) and keyword usage. Over time, if you find a niche you like, you pick up the language and tone of a mini-expert on each topic you write about. If you get stuck or run out of time with a particular piece, you can simply return it to the job board and select another.
• Hone your direction-taking skills. You learn quickly how to differentiate between good instructions and lousy ones. This will come in handy later, as you are building your own clientèle. It is much more difficult to wow a client with your work, if his instructions are vague or incomplete. On the other hand, if the instructions for an 600-word article are two pages long, that may indicate a client who will be difficult to please as he knows exactly what he wants and now expects that you do too.
• Simple payment structure. The two content provider sites that I’ve written for both pay primarily through Pay Pal and have been problem-free. One site automatically pays out your accumulated earnings twice a month while the other requires that you request payment each time, but adds your request to their weekly payroll. At the time of registration, you provide tax information, and are responsible for your own taxes at the end of the year, which is something to keep in mind, but unless you are using this kind of writing as your primary income, and writing like a bat out of hell every day, the earnings are nominal enough that the likelihood of a hefty tax bill at year’s end is highly unlikely.

What’s not:

• The pay is lousy. Shockingly lousy. Like sometimes you’re not even making whole pennies per word kind of lousy. A seasoned freelance writer knows that their work is worth more, but for someone who is just starting out and who doesn’t mind getting grossly underpaid in exchange for some on-the-job training, it may still be a worthwhile endeavor.
• There is no guarantee that you will be paid for every piece. Completed work can easily be rejected if you’ve missed your mark. Because you are choosing assignments right off the job board, rather than having a client assign them directly to you, there is little to no interaction with the client until after you’ve completed the assignment. If they are not pleased with your work, they can request revisions or refuse the piece altogether, which means that you just wasted your time and energy and will not get paid. This is certainly an incentive to get it right the first time and to only choose assignments that you believe you can complete successfully in the given amount of time.

When I was initially introduced to these Grab N’ Write sites, I was shocked at how stripped-down the whole experience was. A 75-word restaurant review for 99 cents? The only way I could think to describe the process to Bullish was, “It’s copy-writing on crack. Cheap, fast and dirty.” Once I got past the horror of getting paid next to nothing to write all kinds of things, it was more than a little bit addicting. I also learned a lot about SEO content, hard and soft selling and web marketing and a little about a wide variety of unexpected subjects. (Just don’t ask me about mesothelioma. I’d prefer never to talk, write or even think about mesothelioma ever again.) All in all, I learned a lot, made a little scratch on the side and got my foot through a couple of decent doors in the process.

If you’re interested in the Copywriting on Crack process, feel free to check out Interact Media and Textbroker. Then tomorrow, we can all catch The webinar at The Freelance Writer’s Den where James Patterson will present “How to Kick Content Mills and Earn Big”.

1. Identify your skills – Make a list of your talents and expertise. Be sure to include self-taught skills, hobbies, and things you take particular pleasure in doing, as well as areas of knowledge and expertise gained through education and employment.

2. Research the marketplace – Whether its through a virtual storefront (eBay, Etsy, etc.) a contracting service (i.e. oDesk, iFreelance, Textbroker) or a stand-alone home business website, the right platform from which to sell your goods and services is out there. Check out what others with similar skills are doing and where they are doing it.

3. Create a tentative business plan – There is a wealth of information out there on how to get started with your own small business online. Our suggestion, not surprisingly, is don’t pay for what you can get elsewhere for free. If someone wants to sell you their plan for selling, chances are that their plan for making money online is to sell you a plan for making money online. Instead, look for successful internet entrepreneurs who freely share their advice and experiences in getting started. You may also want to check out books on marketing and small business from your local library and use the information they provide to help craft your business plan.

4. Implement your plan – Committing to take that first step is often one of the hardest parts of any new endeavor. It is how we end up, all too often with a long list of “woulda, coulda, shoulda” instead of a rewarding and lucrative side gig.

For those of you who are already making use of your mad skills and supersized talents, Kudos! Feel free to tell us about it and leave a link promoting your goods or services in our comments section. And for those of you who haven’t yet tapped the well of your knowledge and expertise for some extra green, go forth, conquer and write if you get work … or to ask questions or just to tell us how it’s going. We like that stuff.

Except that now, even the security of the Real Job is tenuous at best. The bond between honest hard work and modest financial security has been broken. Oh you can still hang it out there and pretend that nothing’s changed, unless the plant where you work closes, or your company lays-off ¼ of its workforce, or you find yourself replaced at 50 by a 20-year-old who promises to do twice the work for half the pay. You can tell yourself that 6.3 million of your fellow Americans woke up one morning and decided that they were too lazy, too drug-addled and too unmotivated to show up and work as they had always done, but soon enough, even you won’t be able to believe it any more.

And so, I reject the old construct. I have dedicated myself to writing full-time. I will no longer fill out applications for jobs I could have done at 16. I will no longer pen desperate cover letters and tailor my resume to part-time receptionist positions, leaving out my prior wages and University education, in hopes that I won’t be dismissed as overqualified. I will no longer wait for some HR Department’s terse “Thanks, but no thanks.” e-mail to land in my inbox. I will write articles, blog posts and tailored web content for those who need such things. I will edit and proofread and otherwise toy with words when asked. I will take the jobs I want and decline the ones, which don’t suit me. When there is no work, I will search it out, not as a groveling, unemployed lackey, but as writer with drive, determination and some modicum of talent. And if there is STILL no work to be had, I will write anyway, because I am doing what I love and the freedom in that is priceless.