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I’m a huge advocate of social media and how it helps bridge new relationships and strengthen existing ones, but I think it’s bad practice to rely on it as a sole means of communicating with others. One study at UCLA indicated that up to 93 percent of communication effectiveness is determined through nonverbal cues.
Some social mediums such as video and podcasts are attempting to break down these communications walls. There have also been numerous studies on the value of face-to-face meetings for fostering strong business relationships. As Mary Beth McEuen, VP-executive director of the Maritz Institute, a network of thought leaders and one of the authors of the study, explained on BtoB, “If you’re sitting in a virtual environment, you filter things out. So, what does all this have to do with developing a social media strategy for your business or client? For example, Facebook has told us that photos and videos are the most important types of content because they encourage the most engagement.
Another idea is to create what we at Francis Moran and Associates like to call “web 2.0” business cards that list your social media profiles and pages. If you’re particularly technologically savvy, you might even consider trying one of the new mobile applications that allow people to exchange information between mobile devices.
If you’ve been submitting resumes and not getting the response you hoped for, you may want to fix your cover letter.
If you follow this advice and decide to use the bulleted format on your cover letter, make sure that each bullet point specifies a reason for the hiring manager to talk with you. This bulleted format lows you to toot your own horn, but in a way that does not seem egotistical because it is obviously part of a resume package. Another tip that will increase the readability of your cover letter is to use bold-faced fonts on occasion to emphasize points you want read. The next piece of advice to consider concerns the final paragraph of the letter, and will help you in your follow up efforts. The gatekeeper will try to stop you if the decision maker is busy—after all, he has better things to do with his time than speak with job seekers.
Following tips like these can lead to a harmonious company environment and a comfortable profit margin. One of the first lessons I learned from the veteran journalists who were my mentors was the importance of meeting my sources face-to-face. Another study (explained in the same article) said that the effectiveness of a performance was determined seven percent by words used, 38 percent by voice quality, and 55 percent by nonverbal communication.
However, the vast majority of the conversations about those pieces of content are conducted through written comments. It has been a long-standing best practice among networking business people to sit down for coffee with as many relevant people as possible each week and go to events and other meetups.


In-person events, for example, have proven to be helpful in capturing attention, inspiring positive emotions and building networks and relationships, as meeting face-to-face helps us remember each other and real-life events are usually longer social engagements than virtual ones.
In a global survey of 2,211 Harvard Business Review subscribers, 95 percent of respondents viewed in-person meetings as a key to success in building long-term relationships.
My point is that, while a social media strategy should focus primarily on the online world, it should give some consideration to the potential opportunities that can come from marrying online and offline worlds.
Why not make it a part of your social media strategy to attend and host real-life events where you can meet important people and take advantage of all the benefits that come from face-to-face communications. When you go to an event or meeting, hand out your social business card to people you have met in person to further develop those relationships online.
Bump, for example, is an application for iOS and Android that lets users exchange their details between devices by simply “bumping” them together. The bulleted format is more eye catching, and is more likely to be glanced at by the hiring manager or other person assigned to sort through resumes. This reason can be your number of years experience, your education, a personality trait that you have, or an accomplishment.
Bold face catches the eye, and is a common device used by graphic designers in advertising copy. So, in the final paragraph of your letter, before the “sincerely” and your name, simply state “I will call you next week to check on a convenient time to speak with you in person.” You have told the hiring manager you will be calling. HR Manager is expecting my call this week.” This will increase your chances of getting through, and of getting the interview. Evaluate each department and system for effectiveness, and make any needed changes to improve efficiency.
Target a market niche and develop advertising and marketing materials to attract that population segment. This is because the human face and body reveal huge amounts of information that can’t be received over the telephone or email (social media wasn’t such a hot topic back then). Furthermore, video and audio can be edited in ways that make a person look and sound more professional, human and otherwise engaging (or the opposite, if that’s the intention).
At the same time, take photos of the people you meet and upload them to Twitter via your mobile device, using the appropriate handles to extend the conversation there. I think you will find that those relationships will become stronger and more valuable than those you fostered solely online.
Because, hiring managers read hundreds of cover letters and resumes when searching for the perfect candidate. This format will help you get your resume seen by more people and as a result get more interviews and more job offers.
Your resume and cover letter are marketing tools for you, just as a print media-advertising piece is a marketing tool for a business.


The secretary or administrative assistant that screens calls for his or her boss has an important job to do, but so do you, and reaching the decision maker will make you look good.
This tip is a variation on techniques that good business-to-business sales people use, and will work for you as well, bringing you more interviews and more job offers, but start with that good cover letter we talked about. It is possible, however, to take a focused approach in managing the business that will pay sizable dividends.
Give all employees a written, detailed job description so they know what is expected of them.
Some information could be subtle, such as false confidence, while other cues could be blatantly obvious, such as a facial tick, shifting eyes or a bouncing knee that could reveal discomfort or even dishonesty. Skype and other video conferencing tools are probably the closest we have to face-to-face communications today, but still the positioning of a webcam can exclude valuable information about an individual, not to mention that you can’t judge a handshake over a screen. You could also upload them to Facebook and encourage those people to find you, connect with you and tag themselves. If your cover letter looks like the first chapter of “War and Peace”, there’s a real good chance that it will be placed on the “read later” stack and that’s not good. Consider using bold face as tip from the Fortune 500 ad agencies that you can use without charge.
A company owner who wants to run a successful business should consider the following strategies that can lead to advantageous outcomes. Even the layout of an office, clothing, personal hygiene and other such visual signals could bring more valuable information to a story. You could also take video, and upload that content to YouTube, Vimeo and Facebook, where people who attended can engage with you further. You may want to post a blog that represents you as an industry expert, or provides viewers with insightful details about your company and the economy.
Look for ways to meet their performance needs through support systems like clerical staff and software applications. If feasible, you could add a POS system to your website to facilitate orders and purchases.
If the company budget can manage it, offer services like onsite daycare, a fitness program, or low-absenteeism rewards. Avoid overextending or limiting your products and services unless in keeping with the strategic plan, or responding to unexpected circumstances. Host an annual recognition dinner and give out service awards to celebrate top-notch employees.



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