I decided to read this book because I’m trying to make sense of the value of social networking so I can explain that value to my clients and students.  I saw “The Whuffie Factor” at the store and I decided to purchase it to enhance my knowledge of social networking.  Having been in business for more than 10 years I’m always exploring new avenues for sales and marketing, and in the last few years social networking has been thrown into the mix.

Having said all that, I’m a skeptic.

I always wonder if businesspeople that participate in social networking should be doing something else instead.  For example: calling a client or prospect and saying hello.  Do you know that the person that sold me my Honda Odyssey mini-van has never called to ask me how things are going?  Dear Honda salesperson that sold me my car, I’m seeing another salesperson on the side and I suspect I’ll shortly be buying a new Honda.   You should have done a little social networking with me.

But now let me talk to you about page 146 of “The Whuffie Factor” and outline why I truly believe that many social networkers are way off base.

Tara Hunt describes a company that uses an online tool to help reduce the number of customer service calls and emails they get.  This issue was that their customer service representatives had to answer the same questions over and over again and it appears to be very time consuming.

So this is what I’m thinking after I read this part of the book:  a company has a client calling and the customer service reps are annoyed by the clients question because it has been asked repeatedly by other clients.  Keep in mind that the client asking the question has embarked on a social networking experience with the customer service representative, and the rep is already upset because they’ve been asked those questions too many times.  I suspect the client doesn’t know that question has been asked a million times and even if they did why should they care.  They are calling to ask a valid question.

In my opinion, this is where some people have been blinded by social networking.  This company had a client (which they should be thankful for) call and ask a question.  Instead of looking at it as a great way to cement a relationship with an existing client by providing warm and courteous customer service, they opted to avoid the client by using a neat online tool.

Their decision to be antisocial with their clients has freed up a lot more time to do social networking to get more new clients with which they can be antisocial in the future.  Does this really build business?  Do you see what I mean by being blinded by social networking?

In fairness to Tara Hunt, this is the third book I’ve read about social networking and I fear she has been the victim of my skepticism.  Her book makes valid points that should be weighed carefully and measured against all of your current sales, marketing and customer service needs.  My fear is that people forget about old fashioned customer service and replace it with social networking, thinking it is the easy way out.

1.)   Some people have social networking personalities, some don’t.

2.)   When you embark in social networking such as Twitter, LinkedIn or Facebook is there something you should be doing instead?

3.)   Does anyone really care about what I have to say?

4.)   Is Facebook a personal tool, whereas LinkedIn and Twitter is more of a business tool?

5.)   Where do all these social networking experts get their degrees?

6.)   I’ve read both Twitterville by Shel Israel and Twitter Power by Joel Comm.

7.)   My Twitter address is www.twitter.com/tonyholowitz.

8.)   If you follow me on Twitter, I won’t follow you back unless you are an existing client, friend or family member.  Why you might ask, well it’s very simple.  I think it is very rude to follow someone when you realize you most likely won’t have the time to read what someone has to say or comment on.

9.)   My LinkedIn address is www.linkedin.com/in/tonyholowitz

10.) I have a client base that I do regular follow-up with by email and phone.  When I ponder spending some time on social networking sites I always feel that I should be spending time with my clients instead.

11.)  I’m really not a Facebook kind of guy, it just doesn’t suit my personality because I tend to keep things that are personal to myself.

12.)  My last name is Holowitz which is somewhat unique; it’s not Smith for example.  Because of this, people can find me easier than they can find things about someone named John Smith.

13.)  I guess it goes without saying that I don’t care what you had for lunch today.

14.)  I’m a cyclist and a fan of Lance Armstrong, so I find it interesting to hear what he has to tweet during and after a big bike race. But I wonder whether it is a tool or propaganda to throw his competitors off course.

15.)  People that are on the road or waiting in airports for their flights always have time to kill and I can see how social networking can help you feel connected to home.

16.)  Most of my friends didn’t even text until their kids got cell phones.

17.)  If you are in business, I think you should make a list of all the things you should be doing before you take the time to embark in social networking.

18.)  If you are new to business and you don’t have a client base or prospect list, I can understand the appeal of using social networking to get your message out and to develop relationships with potential customers.

My second reaction is that I’m angry at Verizon for putting me in the position of feeling awkward about making the call in the first place.  There were at least four beeps before I was taken to voice mail; the person on the other end heard four beeps and let the call go to voicemail.

My third reaction is to be mad at the person I called who didn’t feel I was important enough to take my call.  I suspect when he heard the beeps he looked at who was calling and made that determination.  My best friend has Verizon and on occasion has deemed me not to be worthy and let me go to voicemail.

My fourth reaction is to write this blog post.

My fifth reaction is to wonder who at Verizon Wireless came up with that system.  I’d call Verizon Wireless to ask, but I suspect I’d hear four beeps and be sent to voicemail.

Are you beep worthy?

My concern for her and my ACT clients is that the phone they purchase inhibits the effective use of ACT as a business tool because the needs of the phone override the fundamental goals of most ACT users: taking care of clients and managing prospects.

So which is more important, ACT or your phone?  In my opinion, ACT is a great tool for running a small business and if the phone you purchase impacts the effective use of ACT, then you shouldn’t buy it, unless you are prepared to purchase additional software to sync the phone with ACT.  In addition, you will need to devote some time and energy to the process to get everything working properly.  So, mentally prepare yourself for this task first and I think the frustration level will be taken down a notch or two.

Last but not least, I’m fairly certain that just when you get everything working properly, and you’ve become an expert at all the software involved, your phone will die and need to be replaced with the latest and greatest!  Oh…fudge.

Resources: www.companionlink.com

I called my client one day and Social networking for ACT! had searched for his name and that’s when I found out he was part of the local reefer society.  I was shocked; my client is a pothead (or so I thought)!  The reality is that he was a member of the local saltwater marine aquarium society and his name was listed on their website and Social Networking for ACT! found it.  I love that story.

The best thing about this tool is the amount of information you can find, and the worst thing about this tool is the amount of information you can find.  I say that because you will find so much that you’ll need to set time aside to deal with what you’ll find.

I recently found an email list with more than 200,000 email addresses.  The list was a local company’s opt out list (that the web people had exposed on the web) and I happened to find it.  The company was local so I actually called and spoke to the owner and told him what I found so he could remove it.

I previously wrote that I had not yet upgraded to ACT! 2010, even though it has a few new tools for built right in: social networking and SwiftPage.  Let it be noted that you can get SwiftPage without upgrading by visiting www.swiftpage.com and you can also purchase Social Networking for ACT! from Durkin Computing that will help you embark in social networking via ACT!

If you are new to ACT!, I highly recommend it.  If you are considering upgrading because of some of the new tools, let it be said that you have options.

Price: $39.00 and get an additional 30% off using the promo code tony.  Note: I gain nothing by this transaction.  www.durkincomputing.com/ACTAdd-onsSocialNetworking.aspx

I launched a new website on January 1^st, 2010 that offers free online computer training: www.teachanolddognewtricks.com.  You can also access it by visiting www.UoldDog.com.  I offer Microsoft Word, Excel, PowerPoint and Outlook training, as well as, ACT!, QuickBooks, Computers 101 and much more.

Why am I offering my training for free?  Because I can and I want to help people in need.

A few years ago I read the book “The World is Flat” by Richard Friedman and the impact it had on me was profound.  I realized I had the ability to reach the world and I found that daunting and inspiring all at the same time.  To think that I can post computer training videos online and help someone half a world away is rather exciting.  But at the same time, that knowledge filled me with a sense of responsibility.  I picture the unemployed worker in Detroit trying to improve himself or the grandmother who was never quite comfortable with computers and wants to learn more.

I believe if I help these people, it will come back to me is some way and that’s why I’m doing it.

I will eventually upgrade, but when my clients and students ask me if they should upgrade to ACT! 2010 these are the things I ponder on their behalf before I advise them:

1.)    The software is new and it might have bugs, so as a rule of thumb I tell people to wait about three months before they even consider upgrading.  Let the early adopters be the real beta testers.  This is my advice for all software upgrades, not just ACT!.

2.)    What’s broken (if anything) with your current version?

3.)    What are you not accomplishing today that you think the new version will help you accomplish tomorrow?

4.)    Are you rich?  If so spend the money.

5.)    What new features in the new version are really new?

6.)    What is it that would make you more effective and efficient every day?  For example, if you could reduce the amount of time you spend on processing your daily email, would you be better served to focus on that first?

7.)    Do you have time to burn?

8.)    Are you the type that has to have the latest and supposedly greatest?  If so, you are going to do it regardless of what I advise.

9.)    How many customers do you have in your database?  When is the last time you called them to say hello?  When is the last time you emailed them?  If you don’t know the answers to these questions, then focus on getting the answers before you upgrade.

10.)  Do you use any other products that work with your current version of ACT! that you will need to upgrade if you upgrade to the newest version of ACT!?

In my next post, I’ll review the pros and cons of ACT! 2010.

My computer died last week and luckily because I use Carbonite my data was safe and secure. 

When I told one of my clients that I needed to replace my computer he asked me if I was going to get the latest and greatest and I responded with a resounding no.  My approach has always been to have an average computer because that’s what most of my clients have, and I’ve always felt it allows me to relate to their software predicaments better.

The first thing I did was to call and get a quote from Craig Rabe and Justin at the Computer Café in Arlington, Massachusetts.  I’ve known Craig for years and I wanted to give him the business.  I also called Dell and got a quote and was surprised that the price difference was almost $250.00.  I emailed Craig and told him of my moral and business dilemma; I wanted to give him the business but the difference was substantial.

Sometimes you have to look at the cost and not just the price when you make a purchase.

Because I’ve known Craig for years he gave me a $100 discount right away (I’ve also referred business to him over the years and vice versa).  In addition, he offered to transfer all my old data from my two old hard drives to the new computer.  I can’t even begin to tell you how much time that saved me.

Dell told me the delivery time would be 5 to 10 business days; the Computer Café had my computer in three business days.  Dell had a $35.00 delivery charge; all I had to do was drive about two miles from home to pickup my computer from Craig and Justin.

Craig was still about $115 more expensive, but I knew he was local and just a phone call away and he was providing me a service (transferring my data) that would save me a great deal of time.  After I got my computer, I called Ted at the store and he spent about 15 minutes advising me on some things that I had questions about with the new system.

When you purchase your next computer, consider the local guy or gal down the street, because the price difference isn’t always what it seems.   And you have the opportunity to support your local economy.  Sorry Dell.