Today’s guest post (and video) is by Lisa Gerber.

It’s Facebook question of the week time (clap, clap, clap)!

Today’s question comes from Barry Silver. Barry is a long-time Spin Sucks reader, the inventor of the name Gin and Topics, and a good friend.

He also is a Chicagoan (sort of – if you count Rockford as part of greater Chicagoland) and he blogs at A Life Well Lived Concludes with a Smile, where he discusses social media, happiness, life-affirmation, marketing, and some search.

He asks:

Google’s latest announcement about guided search results is certainly generating some buzz. Google does make me Googley -eyed but if memory serves me Emperor Gates and Darth Zuckerberg had a similar arrangement with Bing displaying search results for FB friends (at least that’s what I thought I heard on radio). What is the difference btwn the two situations (outside of well, Google) given the relative quiet with the Bing/FB collaboration what are the ramifications for Google?

Wait. What’s a Bing?

All kidding aside, Yes, Bing and Facebook do have an agreement. It was forged in late 2010, in order to become dominate in social search and try to beat Google.

I discuss the similarities and differences in the deal.

I said in the video everyone is trying to be mediocre at everything, and being really good at nothing. But I meant, everyone is being mediocre. They don’t even have to try.

The video with my answer to Barry’s question follows (if you can’t see it in your Reader, click here and it’ll magically appear).

You can check out the Don’t Be Evil bookmarklet here, and catch Molli Megasko’s post earlier this week on Google Search Plus Your World debate.

Do you agree the web is being homogenized and therefore our experience is being diluted?

Sorry, Howie. I know you’re not a fan so you can go read another blog today.

I’m going to make a pretty big assumption most of you have at least checked out the new timeline. Even if you hate it, if you’re using social media for work, it’s important to understand how these most recent changes affect your business pages.

You’re going to become pretty creative in how you use Facebook now. I’m going to give you some tips.

1. Ads, Sponsored Stories, and Creativity. Mari Smith, Facebook expert extraordinaire, posted, “The news feed is *clearly* favoring posts and activity from friends and subscriptions (vs. fan pages) — it’s becoming increasingly difficult to get fan page content seen in the news feed. So, do businesses then need to turn to ads/sponsored stories?” While I’m not completely sold on the idea that, in order to be seen in the news feed you have to buy the space, creativity is definitely something you need to have in order to get people to see your stream. We do Facebook question of the week to get people to visit our wall. Some additional ideas are coming this year.
2. Subscriptions. If you don’t already have the subscription button turned on for your wall, do it now. This allows people to subscribe to your feeds so they always see what you have to say. You can create public posts and private posts so you’re not sharing everything with everyone. Think about the people within your organization doing the same thing. For instance, my subscription feed is public and I put stuff on there that is both characteristic of me and newsworthy or interesting. The people inside your organization are what makes the culture. Share them with the world.
3. Recommendations. On the right-hand side of the company Facebook wall is a spot for recommendations. Ask friends to write something there. Not only does it live on that right-hand side for all to see, it hits the stream of the person who wrote it, expanding your network beyond the people who already know you.
4. Photos. Use the cover photo and other photos to tell the company story and show off the culture. And change them frequently. People like to look at something visual and, the more you give them, the more apt they are to spend time on your page.

I’m sure there are a ton more ideas. In fact, you should pick up a copy of super smart Facebook marketer Brian Carter’s, The Like Economy to get some additional ideas. He teaches you not only how to be found in the news stream, but to do it in an engaging way that generates revenue.

What else would you add?

You see, it was announced at the same time that Joe Thornley, Martin Waxman, and I were recording Inside PR. So we all happened to be on the page watching it happen in real-time.

Google+ announced at 1 p.m. CT and, by 1:11 (yes, just 11 minutes later), Toyota already had more than 3,000 followers.

We asked one another the question, “How is that possible?”

While we talked, I began to dig. The Muppets had more than 6,000 followers and Pepsi was nearing 2,000.

Sure, it makes sense that a social network with 41 million users could attract that many followers. But these are brand pages. And they collected their followers in less than 15 minutes.

Slate had something to say on this in their article, “Google+ Is Dead,”

Considering Google’s marketing muscle—it hasn’t been shy about directing Web searchers to Google+, and everyone who’s logged in to a Google account sees the Google+ toolbar at the top of every Google page—it would be a surprise if Google+ didn’t have so many users.

Here is what I think is going on:

• Google has been working with companies, behind the scenes, to build their brand pages and collect followers through search and employees, so at launch the perception is everyone is flocking to Plus.
• Google has paid brands (both company and personal) to jump to Plus and bring their networks with them.
• Google is less concerned about having a social network and more concerned about improving search and giving us, as individuals, customized information.
• Google is counting “users” as those with Gmail addresses and not necessarily those who have signed up for Plus.

The interesting thing is, after more than a week, Toyota and Pepsi have both stalled in their growth.  The Muppets have nearly 30,000 followers, which isn’t surprising when you can Hangout with Miss Piggy and Kermie.

Google+ isn’t dead, nor is it a Facebook killer.

Google+ is built for search and, the best way to do that, is to invite us into a social network where we post information about ourselves that the behemoth can then use both for good (for marketers) and for evil (for consumers).

They can’t crawl Facebook, but they sure can crawl their own social network.

So now it’s up to you to decide how customized you want your web experience to be and, based on that, what you +1, search, and post online.

Always be cautioned: The web is not Vegas…what happens here does not stay here.

My mom called last night to say they’re getting snow in Utah. My sister-in-law called to say they’re getting snow in Southern Missouri. The east coast got snow last weekend. Denver is getting snow.

I live in the Northern arctic. WHERE IS MY SNOW?!?

Mother Nature, I’m sorry! Whatever I did, I’m sorry!

I realize that has nothing to do with Gin and Topics. I just had to get it off my chest…and hope the power of Spin Sucks will deliver the apology.

And now Gin and Topics.

5. Google to Index Facebook Comments. If you’re one of those who leaves comments on blogs because they’re not searchable, think again. Not only is Google crawling comments, but they’ve added Facebook comments, which is an app the big media companies use (until we get them to switch to Livefyre). Always remember: What goes online stays online…forever.

4. Four Types of Publicity that Are Not Good. How many times do I need to say there is such a thing as bad publicity?! I guess it takes an article in Entrepreneur for people to pay attention. Hey PR pros! Let’s get rid of that sign on your desks. kthxbye.

3. Half of Young Professionals Value Facebook Access Over Salary. Whoa! This is nuts. A new study shows people would rather have Facebook access than a raise. I can’t wait to bring this up when I speak to a CEO group next week. I’ll bet some still won’t open the firewall, though.

2. Man Strangles Wife After She Smashed “Star Wars” Toys. I mean, come on! That’s a serious offense. Those Star Wars toys are worth a pretty penny…or some dude’s lost childhood.

1. I Told My Kids I Ate Their Halloween Candy. Even though Halloween is over, this is a must watch. I laughed out loud at some of these kids. Special thanks to Lindsay Allen for the find!

This guest post is written by Molli Megasko

Yes, it’s another Facebook post. But don’t roll your eyes yet (Howie!). I’m not going to talk about the user changes, I’m here to discuss the free ads Facebook is giving to small business.

This January, Facebook is planning to give away $50 in free advertising to 200,000 small businesses across the country to show them how the ad platform works in hopes of return sales and more users.  (That’s $10 million in free advertising!)

The social networking site is partnering with both the U.S. Chamber of Commerce and the National Federation of Independent Businesses (NFIB) to help reach small businesses and educate them on social advertising.

According to the Wall Street Journal,

It is intended to educate small businesses on how to promote themselves on the social-networking site, like buying display ads targeted to specific markets, but also through cost-free measures to engage more with customers.

Beginning now, both organizations, and Facebook employees, will work with the local chapters around the country to start the education process and discuss best practices with small businesses. Currently, 9.2 million pages on Facebook are home to small businesses.

What does $50 get me?

Fifty dollars in advertising might not sound like a lot, but on the Facebook platform, a little can go a long way.  According to an updated note on Entrepreneur, businesses interested in receiving the $50 freebie will need to first take out an ad on Facebook starting in January. Then, they will give you $50 worth of credit for clicks.

*Note that the free advertising will be awarded to business owners on a first-come, first-served basis.

Targeting

Besides helping small business become more social and giving them the tools to grow, as we all know, the sweet spot of Facebook is advertising.  In fact, most of these changes we are seeing on our interface are to help advertisers become more targeted.

It’s important to know your audience and test out messages and change your images.  Just like Google Ads, once you build, they might not come.  It’s up to you to keep the ad fresh and know what works and what doesn’t work.

How to set up a Facebook ad

These ads work just like Google AdWords…you pay when people click. The best part about these ads is you know they will be in front of your desired audience.

First you choose the type of ad: A social ad or a Facebook ad.

We suggest small businesses stay with the Facebook ad until their fan base is large enough to move to a social ad (Facebook ads drive traffic to your page, and help increase your fan base). Within the Facebook ad you’ll have choices on targeting.  You can target by state, city, gender, age, keywords, workplace, and relationship. Then assign your daily limit of clicks and determine your budget of daily spend.

After your ad is created, our favorite part is the analytics and optimization.  Here you can see who viewed your ad, who clicked on your ad, and what actions they took  (Facebook formats it into a nice report for you).

This campaign is a great opportunity for small businesses. Not only can you get in front of new audiences and take your products and/or services national, but you can now get free online networking education.  For those small businesses not even on Facebook yet, you can see this as free marketing and free advertising, and in an economy like ours, free advertising is a great bonus.

Does your small business run ads on Facebook?  If so, what successes have you seen?

If you don’t yet have the new timeline enabled, this Mashable article (sorry Howie, it’s the only one I could find) tells you how.

Beware, though, you’re about to get sucked in for at least an hour.

Oh! And happy autumn! It’s my favorite season. Cool enough for sweaters and boots and tights and hats, but not freezing cold yet.

And, with that, Gin and Topics…

5. Is Walmart a Magnet for American Mayhem? I’m not a Walmart fan so, when Todd Lyden sent this article to me, I was pretty curious. And it lived up to my curiosity! People are nuts. #thatisall

4. What Netflix Could Have Said. I wish I were this creative – I would have written my Netflix blog post this way. He pretty much rewrote the entire email from Reed Hastings in a way that communicates the changes from a customer’s perspective so it doesn’t sound so self-serving. Bravo! And…if you missed The Oatmeal analysis of the whole debacle, you can find it here. It’s HILARIOUS!

3. Facebook Has a Lot to Share at F8. If you’re curious about the other Facebook changes and missed Zuck’s keynote yesterday, here it is!

2. Kitten Has Nightmares. If this video doesn’t make your heart melt, you clearly are heartless (thanks to Hajra Khatoon for sending it to me).

1. Draw a Stick Man. I’m sorry to do this to you, but it’s another time suck. You’ll be on Facebook and drawing stick men all weekend. But this is a must. It dances, it unlocks treasure chests, it even sings. (thanks to Ameena Falchetto for posting it on Google+).

Happy weekend everyone!

There is a new digital connectivity endeavor that I’m really excited to talk about here.

Ticketmaster is going social by creating new features that allow music lovers to see where their friends on Facebook are sitting at concerts.

A good friend of mine, Kyle Kiefer, pointed this out to me (through Facebook messages, none-the-less) and since then I’ve wrapped my mind around how much this was needed and why it took so long to create.

Concerts are the most social thing I can think of and sharing music tastes and events is one of the most talked about topics for my generation.

The initial idea is this: When you buy tickets through Ticketmaster you can use an interactive seat map to view where your Facebook friends are sitting.  And now you can choose your seats based on this instead of Ticketmaster choosing what they thought was “best available.”

Have a crush going to the show?  Pick a seat close to him/her.  See a former colleague sitting in the lower bowl, right side?  Choose upper bowl, left.  The options are endless.

The idea started when the team noticed that once a ticket was purchased and that person tagged it on Facebook, it generated $5.30 in additional revenue.

Other interesting features of Ticketmaster’s Facebook interactions are:

• When you buy a ticket, you can tag your friends so they are alerted that you are going and where you are sitting so they can purchase seats by you.
• When looking at a show, you can see a list of friends attending without having bought a ticket yet.
• You can hide your seat so others can’t see where you are sitting.
• You are able to share your seat by “checking your seat” which posts on your Facebook wall.
• When posted to Facebook, it has the common “like” and “comment” features but now also “buy tickets” added.

I usually don’t buy my tickets through Ticketmaster because I hate all the added expenses, but with these features, I have to give it a try.

I think next we should be able to live comment with each other through the site and message friends through an app so you can meet during certain songs, share pictures of your view, or discuss your excitement.

Music lovers, what do you think of this new social way of interacting?

Twitter or Facebook? Most consumer brands use both now. But what is the difference if you are crafting your strategy related to increasing sales?

Twitter is selling and Facebook is marketing.

Twitter is selling

Selling is finding someone and persuading them to buy your product. On Twitter, I can search, contact, ask questions, overcome objections and close the sale.

I have a mobile gourmet food client in Los Angeles. When she is in a town, I can search for people who say they are there and let these strangers know the most delicious ice cream sandwiches in the world are available nearby. I can send direct messages to our Twitter followers and I can call our brand ambassadors out by name without them having to post or engage us first. I can’t do any of this with a Facebook Fan Page. Twitter is a sales-friendly platform.

Facebook is marketing

Facebook Brand Pages are one of the biggest marketing deceptions in history. You can have millions of fans but you can’t reach most of them. You can’t call people out. You can’t message them. You must wait for them to come to you. It’s much like a big billboard on the freeway; except imagine the billboard goes blank for 45 of 50 cars that drive by. Your challenge is to get them to come by. And you can only talk to them if they come to your page. It’s a lot like sitting in your store and hoping customers will walk in.

But Facebook has a dirty little secret: They want this failure. They never intended Pages to be a success for businesses. Brand Pages must fail! If they didn’t, they would be out of business. They wouldn’t be worth the dumb money being touted.

Why? Because of Facebook Ads!

Ads are their revenue driver. If I could reach all my fans easily why would I buy ads? As long as Brand Pages have less than one percent engagement rates, and as long as there are more than 700 million accounts, brands are going to buy ads. Facebook has no desire to change this. And thus Brand Pages for 99.9 percent of business will never be allowed to drive sales on Facebook (0.1 percent get lucky!). And isn’t advertising part of marketing?

How many of you go to Facebook because it has the brands you love? None of you. And thus brands have to buy ads. And if you want to reach people there, you need to buy ads.

If you disagree try telling me on Facebook and try telling me on Twitter.

Howie Goldfarb is president and CEO of Sky Pulse Media, an agency focused on helping clients achieve outsized results in measurable bottom-line-impacting ways. He had a 14-year career in direct B2B sales before deciding to lighten up his dreary work life and move into advertising.

Here we’ve spent years (in most cases) building communities on something we don’t own and guess what? Our friends and fans aren’t moving to the newest platform with us. Or they are but we don’t know it because not only do we not have their email addresses, we don’t have their Gmail addresses.

This is why it’s so important to build community on a platform that you own. Sure, you need all the social tools and the content curation and the fun apps that make your stuff look cool, but they all should drive people back to something you own.

In this case: A database.

Following are 10 things to consider as you add the newest social network to your toolbox.

1. Who are your customers, prospects, and referral network? You have to know this. And you should be building a database of everyone’s email addresses. You can do this through blog subscriptions, newsletters, and registered content. Yes, you need to have Twitter and Facebook and (now) Google+. But you have to be driving those people back to something you own, where you can collect their data. We don’t know yet what or if Google will be providing businesses, in terms of data on its customers, so best to collect it yourself now
2. It’s hard work and you must be willing to do it. And this doesn’t mean just on the social platforms. It means with content and building community and engaging your audiences and stroking their egos by commenting on and sharing their content.
3. Your content had better be good. If it’s not all good, publish only that which is. If that means you only publish a blog once a week or a white paper once a quarter, so be it. If you’re charging for content, price it accordingly, but make sure it’s better than anything else in the industry. Find different ways to share your content. Things such as an Instagram feed of photos from work, a Tumblr blog of those photos, a podcast series of two minute segments that help your audiences, or videos that show how your product works in the real world.
4. Video. I mention video above, but there had better be tons. And it all needs to be on YouTube and then embedded on your blog and your website. We do this in the sidebar of Spin Sucks and on the home page of Arment Dietrich. It’s easily shared in about, oh, three seconds. Don’t worry about making it professional or snazzy (sorry, Tony Gnau!). Buy yourself an HD camera (I have a Flip, though they’re going to be extinct soon, and it cost me $150) and start shooting stuff. Even your phone will do.
5. Access. As a consumer, how exciting is it when the CEO answers your email or allows you to voice your concerns? Steve Jobs (though not very good at it) does this and it blows people away. Granted, we’re not all Steve Jobs, but people want access. Maybe it’s once a week or once a month. Add the element of surprise and do something simple like answer the customer service line or return emails. It will go a lot further than any PR, advertising, or marketing campaign.
6. Virality. I’m not saying you can plan to make something viral, but you never know what is going to go so you have to do a lot. What will spread (cough, a blog post about nothing, cough) is what you least expect so don’t be afraid to put something out there that isn’t perfect. People like to know that we’re all human.
7. It’s not about the numbers. It’s about making the web work for you 24/7. It’s about monetizing new products and services via the social platforms. It doesn’t matter if you have 100 followers, or 100,000. If only 50 of those 100 or 100,000 buy, those are the 50 you need to engage. And let’s be real. Wouldn’t you rather have 50 percent of your followers to buy than less than one percent?
8. The A-list sucks. You’re not a star. None of us are. Read Geoff Livingston’s guest post about this on Danny Brown’s blog. Think about it. Absorb it. And then do business just like you’ve always done…by treating your customers, prospects, and advocates like human beings whose opinions matter to you.
9. Add in some personal. No one likes to talk to the person at a cocktail reception that can only talk about work. The same goes online. I built a Tumblr blog of the recipes I create. People love this. It’s automatically shared on Twitter and I get as many, if not more, comments on that stuff as I do all the business content I post. And I tweet maybe once a day; every other day most times.
10. Grow from the bottom up. Just like in real life, we all have to start somewhere and that means the bottom, in most cases. You want to look like you’re all about your community; your customers, your prospects, your advocates, your influencers, your stakeholders, and your employees. If you look like you’re in it only for the money or you’re only using the social tools to push your message, no one will care and no one certainly will give you any access to them, including an email address.

And, above all else, make sure one of your goals is to build your database. Don’t abuse it. Don’t spam people. Have it in cases such as moving your community to a new platform. Or for an emergency such as Twitter or Facebook dying.

One. Billion. Unique. Viewers.

This is the highest amount a web company has ever seen.

According to comScore, the four sites with the most unique visitors during the month of May are as follows:

• Google with one billion unique visitors (8.4 percent increase per month)
• Microsoft with 905 million (15 percent increase)
• Facebook with 714 million (30 percent increase)
• Yahoo 689 million (10.8 percent over the past year)

According to the Wall Street Journal,

ComScore’s estimates are based on its “global measurement panel” of two million Internet users, similar to how Nielsen measures television ratings. ComScore refines the estimates with “page view” data that it receives from more than 90 of the 100 publishers of Web content, but not from Google.

What’s even more interesting is the amount of time these visitors are spending on the sites.

Internet sites in order of most time spent by visitors during the month of May:

• Facebook with 250B minutes spent on their site in May (66.6 percent increase from last year)
• Microsoft with 204B minutes spent (13.6 percent decrease)
• Google with 200B minutes spent (13 percent increase)

It might not come as a surprise that Facebook is the number one Internet site in terms of minutes spent on the site, but what does that mean for marketers?

With 714 million unique visitors spending more than four billion hours on the social networking site in just one month, this screams build your company here.

Remember this isn’t about quantity; it’s about quality. It’s about being available to people who are there.

So, here is my promise to you:  If you don’t have your company on Facebook, email me.  I will send you some simple steps and help you get started.