ISM Episode 18: Ted Rubin, Author, Forbes Top 50 Social Media Power Influencer - Rick Mulready

rick mulready

ISM Episode 18: Ted Rubin, Author, Forbes Top 50 Social Media Power Influencer

July 14, 2013

Ted Rubin

Ted Rubin

Ted Rubin, author, Forbes Top 50 Social Media Power Influencer, is my guest this week on The Inside Social Media Podcast.

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Ted’s been recommended by a few of my previous guests that I’ve had here on the show and I’m really excited to bring you my chat with him.

He’s the author of the book Return on Relationship (affiliate link), he’s been called one of the most interesting CMOs on Twitter and he’s also the Chief Social Marketing Officer of a company called Collective Bias.

In this episode, you’ll learn:

  • The difference between a brand and a reputation and how this is critical for small businesses to understand.
  • Ted shares where he thinks small business owners get social media wrong.
  • Why skipping with your customers is one of the best things you can do for them.
  • And Ted gives his top 3 tips for a small business just starting out in social media.

And so many more juicy tips and strategies in this episode.

Links Discussed During the Show

Books (affiliate links)

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NOTES from the Show: Ted Rubin Social Media Strategy Tips

On Content Marketing and Creation…

  • Don’t over-complicate content creation.  Responding to people on Twitter is considered content, for example.
  • Consider posting your blog posts on as many places as possible like Facebook, Tumblr, Google+, Twitter.  Repurpose your posts on sites like Listly (where you can turn your post into a list)
  • Don’t be on social channels where you’re not going to interact with your customers.
  • Repurpose material that you already have into Facebook posts or Tweets or short videos.
  • Test blog post ideas out on Twitter.  If people respond to it, go ahead and write the blog post.
  • Empower your employees to build their own personal brand.  They can be tweeting, posting on Facebook, etc.  You can also repurpose their content.
  • Make it easy for people to re-post your blog posts.
  • Your content is the ad for your business.  Content marketing is so much more valuable than straight-up advertising.
  • Consider testing incentivizing people to share your content.
  • Don’t lose sight of the fact you should be testing different things in your social media channels.  You can always take something down quickly if you need to.

On Where Small Business Owners Get Social Media Wrong…

  • Don’t think of social media as advertising.  Think of it as communicating with your audience and building relationships.
  • Have a strategy in place for how you’re going to drive people to your social media channels.
  • You can aggressively grow your following on Twitter without any fear of retribution.  Just make sure you are giving value.
  • Don’t buy Twitter followers.  It doesn’t work.
  • Follow people who are also following brands in your own industry.

On Building Customer Relationships…

  • Customer service should be considered an investment center of your business.  It should align closely with your marketing team.
  • No matter how good your branding is. It’s really about what people say, think and feel about you.
  • After every interaction with your company, your customers should be “skipping away”.  It’s about making every interaction remarkable.
  • If you’re not using social media to listen to and engage with your customers, you’re missing the point.
  • Clicking a button does not a friend make.  Take the time to develop real relationships with people.  It’ll serve you and your business so much more.
  • If you want to build a sustainable business, you have to add value.  Relationships are a very big part of that.
  • Most people are “lurkers” in social media.  They’re consuming your content but not responding.  You’re still building a relationship with these people.
  • Ask your customers how they found you.  It’s so easy to do this.
  • A/B test your marketing efforts.  Meaning, start doing something different from what you’ve been doing and if you see a positive result, you can likely attribute it to your new efforts.

3 Tips for Small Businesses Starting With Social Media

  • Start by listening and following people in social media so you can understand the medium.
  • If you’re just starting out, one of the best books you can read is “Crush It” by Gary Vaynerchuk.
  • Another book that’s a must read is Dale Carnegie’s “How to Win Friends and Influence People”.
  • Before responding to people on Twitter, look at their profile.  Refer to them by name; mention something personal about them that’s in their bio.
  • When starting out, don’t worry about having a full-blown strategy.  Jump into social media.  Things will likely change within the first 30 days anyway.  Evolve your strategy by DOING.
  • Pick a couple platforms where your customers are and then you be there too.  Facebook and Twitter are likely good places to start. 


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