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Erik Deckers

About Erik Deckers

Erik Deckers is the President of Pro Blog Service, a content marketing and social media marketing agency He co-authored four social media books, including No Bullshit Social Media with Jason Falls (2011, Que Biz-Tech), and Branding Yourself with Kyle Lacy (3rd ed., 2017, Que Biz-Tech), and The Owned Media Doctrine (2013, Archway Publishing). Erik has written a weekly newspaper humor column for 10 papers around Indiana since 1995. He was also the Spring 2016 writer-in-residence at the Jack Kerouac House in Orlando, FL.

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Here are my most recent posts

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Fast Company Doesn’t Know You Can Calculate Social Media ROI

Fast Company seems to have an aversion to math or basic research. Their latest story, Does Social Media Have a Return on Investment, says that no one is able to calculate the ROI of social media, and that large brands like Audi and Home Depot are just fumbling around in the dark on determining the ROI of social media.

This is complete and utter crap.

People have been able to calculate the ROI of social media for a few years now. In fact, as Katie Paine (@kdpaine) pointed out in the comments section to this article:

This is ridiculous. Back in 2008, Wells Fargo and SAP were calculating solid ROI from social media campaigns. Social media agencies like Organic have been using sophisiticated data analytics for years to predict outcomes.  You stumbled across a few creative types that are allergic to math and haven’t a clue what data is available who don’t care about measurement or  ROI. And if they are using Klout, the really don’t care much about the accuracy either. Other marketers, the smart ones, are embracing all the data and analytics now available and providing solid ROI on a regular basis.

It’s not that hard to calculate the ROI, or to measure anything when it comes to social media. Here are the basic steps you can use to calculate even the most rudimentary ROI of a sales page:

  • Set up Google Analytics on your website. Make sure you put the code on every page.
  • Set up Google Webmaster Tools, and use their Campaign Code Creator.
  • Append any URL you tweet out or put on Facebook with the Campaign Code Creator.
  • Shorten every link you send with Bit.ly, including the campaign code, and send it out. Assign different campaign codes to different messages, tools, and campaigns.
  • Track down the visits that filtered down into visits to the sales page. Total up the sales from those visits. Cross-reference them with the contact data that came from the sales form.
  • Subtract the cost of your campaign from your sales total. That’s your ROI.

And that’s the writer’s method of dealing with ROI. There are entire suites of tools built to answer the ROI question, and professionals like Katie Paine have been doing it for years.

With thinking like this being erroneously spread by Fast Company and writer Farhad Manjoo, it’s no wonder businesses are afraid to spend money on social media. When uninformed media — who frankly should know better, or should have done some remedial research — start spreading bad information based on their own misunderstanding, it not only shows their ignorance of the industry, it spreads bad information to the rest of the business community.

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The Newspaper Industry Isn’t in a Position to Sneer at the Blogosphere

The Indianapolis Star just suffered another round of layoffs this week, losing 81 jobs to Gannett’s ineptitude and bean counting. Of these cuts, 26 of them were in the newsroom — including 8 reporters and 12 editors — and 19 were unfilled jobs, all made in the name of budgetary concerns and profitability. The cuts were part of Gannett’s larger bloodletting of 700 employees nationwide.

Meanwhile, their CEO raked in $9.4 million in 2010, doubling his pay from 2009, including a $1.75 million blood moneybonus that was partly a result of his “restructuring costs and creating efficiencies.” Translation: ruin the lives of 700 people, and we’ll give you their salaries.

You

Believe me, even though I’ve called for more citizen journalism — and this is exactly why — I have complete sympathy for the Star employees who just lost their livelihood because Gannett wasn’t making enough of a profit. I worry about them and their families. Gannett seems to excel at accounting and numbers, but they suck at news reporting and suffer from a complete lack of understanding of community. Where Indianapolis readers see stories and personalities, Gannett sees dollar signs.

But Bobby King, president of the Indianapolis Newspaper Guild, managed to throw a damper on my sympathies stick his thumb in my eye with this line from his latest blog post.

So, the answer that Star publisher Karen Crotchfelt came up with was to gut suburban coverage, eliminate an entire layer of copy editors (that last line of defense which separates us from the animals in the blogosphere) and make a nip here and a tuck there to reduce expenses.

Animals in the blogosphere?

The one thing I can’t stand from journalists is the way they look down on bloggers with this sense of smug superiority. Look, you guys don’t have any special knowledge or skills that any other writer can’t get. You have editors who save you from misspellings and continuity issues. Without them, you’re no better than we are. You print your words on dead trees, we print ours on a free software platform. Your printers cost millions of dollars, and without them, you’re dead in the water. I run my entire corporate blogging business on a $1,000 laptop, and if it breaks, I can get another one and never miss a beat. Our industry is growing, yours is shrinking.

If journalists want to survive this, they’ll quit looking down on the blogosphere as the gathering of the great unwashed and recognize it’s the future of news. They’ll quit acting like the crew of the Titanic and sneering, “ew, a rescue boat? How droll.”

Look, Bobby, I know you’re pissed, and scared, and are watching the dismantling of a once-great newspaper by some clueless nimrod 1,000 miles away. But don’t attack bloggers or refer to us as animals. Sure, we didn’t go to J-school or spend 20 years honing our craft. But blogging is more than 15 years old, and there are some bloggers who can outwrite most newspaper reporters. Hell, a lot of reporters and columnists have found a new career and a new voice as a blogger. (And it wasn’t lost on me that your “animal” comment was made on a blog.) But these former journalists are the ones who make blogging better.

So you can sneer at bloggers all you want, but we’re going to be here for a long time. You can look down on us, or you can join us.

Photo credit: evelynyll (Flickr)

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3 Secret Blogging Ideas That Professional Writers Don’t Want You To Know

I’ve written enough blog posts that I’ve figured out what it is that wins readers, and what bores the bejeezus out of them. If I’m stuck for a blog post idea, I’ve got a few general topics and idea kickstarters that will get my creative juices flowing, and get a decent post out of it. I use these same kickstarters to come up with topics for my own clients, especially when they think they’re stuck for ideas or have run out of things to write about.

These are the three best kickstarters I’ve found that work, regardless of the topic or industry.

List posts

I know, I know, you hate them. They’re boring, they’re trite, they’ve been done to death. But do you know who loves them? I mean, really looooooooooves them?

Your readers. They eat them up. They love that there is a small number of ideas that they can read and understand. It brings order to chaos. “Five Best Dishwashers” is way more interesting than “How to choose a dishwasher.”

Secretly, you still think they’re interesting too. Why else would you be here? Admit it, you saw the number 3, and thought, “Three, huh? I guess I have a couple minutes to check it out.”

Still don’t believe me? Do a little test. Next time you’re in the supermarket, pay attention to the magazines at the checkout lane, especially Cosmo. Look at the headlines on the cover. They all follow this format, and they sometimes use the next two ideas.

Every month, for years and years and year, we’ve been promised “Three Secrets Men Won’t Tell You About Sex,” and “Five Ways to a Sexier Love Life.” For YEARS, I tells ya!

And why? Because people love lists. If they didn’t, Cosmo would quit doing it. So I’ll keep writing list posts for as long as Cosmo does. Why? Because if you’re a fellow blogger, you’re not my customer. Corporations and small businesses are my customers. They’re the ones I need to appeal to. And if they want list posts, then I can think of Seven Reasons Why People Love List Posts.

Debunk long-standing myths and stick it to The Man

This is ingrained in our culture. We’re the little guy. We despise the big guy. David hates Goliath. Everyman and Everywoman hates bullies, corporations, and faceless bureaucrats. And if we can see evidence where the little guy sticks it to The Man, we go nuts! So who’s the Man? Big business, the government (state and local too), bullies, TV preachers, and teachers.

Not today’s teachers. Our teachers from when we grew up. We were little kids back then, and had all kinds of knowledge jammed into our brains that we didn’t want. We wanted to rebel, but were held down. Even people in their 60s still harbor a little of that Inner Rebel, and they still want to stick it to their old English teacher who’s been dead for 30 years. By writing a post about debunking an educational topic, I can reach that Inner Rebel and make him or her want to read.

Last week, I wrote a blog post about Five Writing Rules You’re Allowed to Break, and people liked it. Another one — Five Grammar Myths Exploded — was extremely popular. Why? Because I attacked the sacred cow of 7th grade English and showed where it was wrong. The little guy stuck it to The Man by proving he was wrong.

Special professional secrets

Want to get someone’s attention? Share something special with them that no one else gets to find out about. Or “they don’t want you to know.” (And who’s “they?” The Man.) But if it’s something secret — that “they” don’t want you to know — it must be really hot stuff.

Posts like “Five Gas Saving Secrets the Oil Companies Don’t Want You to Know” or “Three Secrets Your Credit Card Company Won’t Tell You” are a whoooole lot more interesting than “Five Ways to Save Gas” or “Three Little-Known Tidbits About Your Credit Card.” People love this kind of stuff; they eat it up.

I used all three of these tactics with this post, and chances are you were very intrigued by the fact that I:

  • Used a number.
  • Promised secrets.
  • Stuck it to an elite group of people — professional writers.

It was actually the idea of sharing secrets that led to this blog post, and I added the other two tactics to the headline later. But even if you just use one of these three kickstarters in your own industry or niche, you can come up with some awesome ideas on your own. For example:

  • Three Ways to Lower Your AC Bill This Summer.
  • History Answers: Who REALLY Flew the First Airplane?
  • Five Secrets to Avoiding Fines Your Library Doesn’t Want You to Know.

So the next time you’re stuck for a post idea, ask yourself: Is there a number of small ideas I can list, a sacred cow I can slay, or “insider secrets*” I can reveal to entice my readers? Once you start thinking this way, there is no end to the number of posts you can write.

* Please note that I don’t mean real insider or corporate secrets. Do not reveal business secrets at all ever. EVER!

Photo credit: Marcmos (Flickr)

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Rethinking Creation versus Curation: Curators CAN Add Value

After my last post about content creation versus content curation, I was convinced that curators didn’t do squat. I likened curators to what Truman Capote said about Jack Kerouac: “That’s not writing. That’s typing.”

I even said, somewhat dismissively,

But I don’t think content curation is that valuable. It’s important, to be sure. With a semi-decent RSS reader, anyone can be a content curator. But it’s not that valuable. Think of what the curators are actually collecting: content that someone else created.

However, I had a few people point out to me that curation is actually a rather valuable service. It’s not just a matter of creating an RSS feed of some cool stuff. Anyone with Google Reader can do that. Rather, it’s a matter of finding the important things and sharing them.

The aggregator just pulls in everything, and lets other people sort out what’s important. But it’s the curator who connects the dots by pulling in the five or ten most important points on the subject, and shows you the patterns.

Liz Guthridge said in her comment to my post, “We need curators to help us find items of value. In that process, they are providing value.”

She even wrote a great blog post on the value of curation. In it, she offers 5 great ways to curate and add value to other people’s understanding of a subject. Numbers 2 and 3 were the best — “Connect the dots” and “Provide context” — because they are what a real curator can do, as opposed to what an aggregator or collector does.

But my friend, Tania, had the best comment that made me rethink the whole idea of what a curator is. (And she should know. She’s an honest-to-God museum curator.)

As a curator of education I have occasional opportunities to organize exhibitions, but far more often it is a way of producing an opportunity for enrichment and learning–a program, workshop, film series, tour, lecture series, etc. Indeed I shuffle the (art collection) deck to reinterpret and reconstitute meaning based on the collection’s possibilities. The chronological approach to the history of art is just one means of understanding art, but if I develop a program about food in art that may turn into a totally different kind of understanding for visitors, and be the relevant connection they are seeking with art in turn changing their experience and understanding to possibly inform some aspect of their lives.

So, I’m revising my thoughts on curators. I think what they do is important. I still value the creators more highly than curators, because that’s where the real work lies, but only slightly higher.

However, thanks to blogging and ebooks, everyone is becoming a creator. But not everyone is doing it well. I think as we have access to more and more information, including all the mediocre and/or crappy stuff, we need the curators to help us make sense of it all.

If you’re only aggregating — that is, you’re only collecting without connecting the dots or providing any kind of context — that’s not real value. You’re just a smaller Google. Anyone can aggregate. But it takes some real talent and smarts to be a curator. And if you’re a curator, let me say thank you for making life easier for people like me. I apologize for not realizing how much you actually do.

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Video Review – HTC Thunderbolt 4G and Verizon 4G Mifi

I had a chance to review the HTC Thunderbolt 4G smartphone and the Verizon 4G Mifi unit, thanks to Verizon Wireless and Kyle Communications, Verizon’s PR firm here in Indianapolis.

Right after I reviewed the video, and griped for several seconds about the battery life on the Thunderbolt, James from Kyle Communications showed up to pick up the phone, and told me the reason the battery life is so short is because this is a 4G unit, and it’s carrying a bigger load. Some people have said the Samsung unit has a better battery life, but James says that’s because it’s still a 3G unit. He says Samsung’s new 4G Fascinate will have similar issues. However, they have an extended battery available at Verizon, although James didn’t know much about it. My only concern with the Thunderbolt, other than the one I stated in the video, is that the battery life could be an issue if you find yourself in a place where you don’t have any access to power. Otherwise, you’ll want power cords in your car, your office, and your home just to make sure you don’t run out.

Do you have a Thunderbolt or a Samsung Fascinate? What have you found? Do you use a Mifi? Love it or hate it? Let me know what technology you’re using, or what technology you would like me to review, and I’ll see what I can do.

Update

After I posted this video, I received an update from my new bestie, Michelle Gilbert, the Verizon PR genius who arranged for me to review these units. (She can be even more geniuser if she can arrange for me to do a two year review of the Xoom.) Here are some corrections she offered, and I’m just posting them verbatim.

With respect to the 4G mobile hotspot device, you are correct that when you tether it to your laptop (for charging or any other purpose), you make it a private connection. If you charge it in the wall, however, you can still use it as a Wi-Fi hotspot.

I also wanted to address your concerns about the battery life on the Thunderbolt and your conversation with James. James is correct that a 4G device works harder than a 3G device, so battery life may be impacted. With that being said, however, I have used both devices and do feel that the Samsung DROID Charge has stronger battery life. I think it boils down to what operating system does a customer prefer – HTC or Samsung? Both are great devices. I do agree with you that Thunderbolt users should invest in an extended battery and car charger.

For your blog post, I’m not sure if you want to clarify, but there is no 4G Fascinate. The Samsung 4G smartphone is the DROID Charge.

After Michelle’s clarification, I am convinced that I’ll stick with the HTC and just get the extended battery. And given the fact that I take my laptop with me everywhere I go, I can always plug the USB charger into the computer and charge up the Thunderbolt that way. Plus if they made one for the mini-USB, I would even consider getting a hand crank charger.

Thanks again to Michelle for the great information, and for letting me try out these new devices. Looking forward to getting one of my own.

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Businesses Don’t Care About the Social Media Expert Debate

After reading a few of the different posts about social media experts, including ours, our partner and founder, Mike Seidle (@IndyMike), wrote this response:

First, I am not a social media expert. I do sit on the board for a company that has several people that I would classify as experts on the payroll. Anyone who is saying “there are no social media experts” falls into one of two groups:

  • People who can’t accept that others may have more experience/deeper understanding than they do. This argument boils down to “since I don’t understand it, or can’t keep up, you can’t.”
  • People who do not have the resume to actually be an expert that are trying to get a job or gig that is for an expert. These people will claim that no experts can exist because of massive recent change that obsoletes past experience.

In the end, anyone who claims that social media experts are like the tooth fairy, Santa Claus or the Easter bunny ends up looking pretty silly:

Executive: So, you are here for the social media director position. I see here you’ve been using social media for two years. What makes you an expert?

Social Media Not Expert: There are not experts in social media. We are all explorers at sail on an undefined sea filled with incredible wonders and indescribable dangers. You see, no one can possibly be an expert on social media since it changes so fast. What I learned last year has no application to the future, and the tools we use and strategies we build often are rendered obsolete in the blink of an eye.

Executive: So, if it’s not possible to be an expert, then why are companies shelling out bucks on social media people?

Social Media Not Expert: Well, social media can get incredible results. Most social media campaigns fail because they are not well planned and are mismanged. On top of that it’s impossible to measre the ROI on social media… so do not count on predictable ROI or even expect a return you can measure. But social media will greatly enhance your brand. That’s why most companies are doing social media.

Executive: So, most social media campaigns fail for lack of management or knowege. I can’t expect any ROI, and you are not an expert. Right?

Social Media Not Expert: Well, when you put it that way… it doesn’t sound right. I would say that I’m not an expert, but I have experience and can guide your company around making mistakes that will make your social media campign fail. While we can’t …

Executive (Redfaced, Cuts off Social Media Not Expert): The door. Use it. Use it now.