Social media is no longer kids stuff. With over 325,000,000 members on Facebook (50% of whom are over 35 years old) and 44 million Twitter users, most businesses are scrambling to craft effective social media strategies. Although it’s tempting to just throw something out there, keeping a few tips in mind can multiply your results and create synergy between various activities.

Make it viral. In every social media message, incentivize your followers to forward or publicize your messages to others, who, in turn, can do the same. Top incentives include photos, videos, and engaging links. Also, be certain to include an app on all messaging that allows viewers to share your info on their own profiles with a single click.

Integrate it. Build on existing public relations and marketing campaigns. Your social media arm is designed to reach out and grab your followers’ attention, but it’s not intended to provide detailed information. Include a link in every post or tweet to your website or blog so viewers can peruse your offering in greater detail. And make sure that, once they get to your blog or website, there’s something novel and interactive there to keep them involved with your brand.

Enrich the content. The best way to show your followers you appreciate them is to have something to say before you say it. As with press releases, the consuming public is weary of posts and tweets that don’t offer anything interesting, unique or relevant. Before each communication, ask yourself “What tidbit am I providing my visitors that they will find worthwhile and want to pass along?” If there isn’t one, it’s time for a rewrite. In short, think before you tweet.

Martek (Life’s DHA™), a well-known supplier of vegetarian omega 3 raw ingredients, yesterday purchased Amerifit Brands, a manufacturer of finished goods (Estroven©). The rationale given was because it provided a “platform for accelerating the commercialization of their nutritional product pipeline”, and allowed Martek to “move up the value chain by getting closer to the consumer.”

Is anyone else catching the significance of this event? It turns the traditional vertical integration supply model on its head; literally. Does this hint that powerful, branded proprietary ingredient suppliers are tired of waiting for co-branding partners to come a courting? Why not just push their way into retail on the coattails of an acquired manufacturer.

I can’t say I am totally surprised by this turn of events. It does, however signal a potential shift in strategy within the value chain, and has important repercussions for ingredient suppliers, retailers and ultimately the consumer. Stay tuned.

The more I learn about social media, the more I realize I have only scratched the surface. Sure I post to Facebook and LinkedIn on a regular basis. I tweet daily. I download podcasts. And I write a blog. Yet I can’t begin to keep up with the new and changing technology. I find I read fewer magazines, and seldom pick up a newspaper. I get headlines and stories that matter to me online through RSS feeds and Google alterts. I select my stations from hundreds of options on satellite radio. Television and the Internet are merging in format, delivery and content and I will be at the keyboard.

The bottom line is that I decide what I see, how I see it and when I see it. As a consumer, it’s empowering. As a marketing executive, it drove me nuts; until I embraced the shift in power. Today’s consumer calls the shots. They control the input, not me. No longer is the consumer a captive audience that we can reach when and if we please. As marketers we need their permission to even talk to them. That’s why social media is important. Smart marketing executives build relationships and community around their brands. They go where consumers are and attempt to participate in the market conversation in a way that relates to individual interests, but also advances the goals of the brand. It’s exhilarating and it’s maddening. But it’s the future. Accept it. Embrace it.

Just to change things up, I thought I would set goals for things that I definitely DON’T want to do in 2010. Most of these are lessons learned or mistakes I don’t want to repeat. So here goes.

1. I will avoid working with people I don’t like. It’s taxing.
2. I will not be a pessimist, even in the face of gloom and doom.
3. I will stop watching reality TV and patronize scripted television.
4. I will quit following celebrities on Twitter. It’s draining.
5. I will refrain from fueling rumor and speculation. Even if it’s true.
6. I will stop ignoring my gut hunches. They’re usually right.
7. I will resist political partisanship at every opportunity. It’s destroying our country.
8. I will no longer request plastic or paper grocery bags. Small steps add up.
9. I will never complain again about being too busy. It’s a blessing.
10. I will not take my good friends and associates for granted.

Happy Holidays and a successful New Year to all!

No doubt many of you are aware that effective December 1, online bloggers who review products must disclose any connection with their advertisers, including receipt of monies or free products.  Likewise, celebrities who “stump” for brands must now disclose any financial ties they have to the product being promoted.  It’s about time.

Regardless of the fact that enforcement of these laws will be near to impossible, except in the case of highly visible companies or extremely popular product review sites, this type of legislation will over time bring new credibility to this Wild West we call the Internet.

Most importantly, this type of legislation evens the playing field between social media and other forms of media, beginning to dispel long-held suspicions of preferential treatment.  It also affirms what we have all known for a long time; that there is a whole lot of mis-representation and (let’s just say it) fraud taking place online.

It will of course take some time for these new laws to settle in and take hold, but once a few gross violations are brought to light, it may at least encourage cyber-criminals to think twice before they attempt to mislead consumers.

I was reading an article in the Seattle Times a few weeks ago about market research conducted by the Hartman Group that promotes the theory that consumer loyalty is shifting away from product and brands and towards retailers, particularly those that offer the consumer an “experience” and not just stuff to buy.

Some say that retailer loyalty has emerged because of the new tightened economy we are experiencing, but others think that consumer shopping habits were already changing long before the bubble burst.

It is well documented that consumer brand loyalty has been declining consistently for over a decade, with a pretty direct correlation to the rise in online shopping.  Since consumers now have the “control” in terms of selection and price alternatives.  I think we want to more closely identify with the places we shop and feel that we share common values and vision.  Whole Foods, the Apple Store, Starbucks and Nordstrom are good examples.  They are an extension of who we are (or aspire to be), and they allow us to express ourselves to others just by shopping there.

Have you been to one of the Lush retail HBA stores (www.lushusa.com)?  They offer “fresh handmade cosmetics” and display soaps and scrubs as if they were cheese or pastries.  It is really an experience.  My wife could live in one of those stores (if the fusion of scents wasn’t so overpowering).

My point being that shopping in America today is more and more about getting a good value BUT at the same time having an out-of-the-ordinary experience, whether at a brick and mortar or online retailer.  Smart product manufacturers will find ways to partner with these value-added retailers to make their offerings a part of the customer experience.

Citizens and politicians are in a frenzy this week screaming at each other over how to fund a national health care program, and debating whether or not we even need one. In my humble opinion, we are frankly focusing on the symptoms and ignoring the disease. Health care costs are out of control primarily because Americans generally have horrific dietary habits and consistently abuse their bodies with nicotine, alcohol and drugs; then we wonder why our health deteriorates and we get sick all the time?

Until our Government and our culture recognizes and rewards Americans for adopting a more pre-emptive and preventative strategy for wellness, no amount of Federal aid or oversight will cure our ills. So why is this important to those of us involved in complimentary and alternative medicine?  Because we need to be and must be part of the solution.

NCCAM reports that in 2007, 83 million U.S. adults spent $33.9 billion (out of pocket) on complimentary and alternative medicine, with 22 billion of that total being spent on self-care. That is equivalent to one third of total spending on prescription drugs. Further proof that many people are actively engaged in their own health and want to have more control over and responsibility for their own wellness.

So maybe politicians should stop scrutinizing and tearing down the self care industries and start looking for ways to cooperatively address the long term health issues such as poor nutrition, substance abuse and obesity that plague this nation.

The green movement is still alive and well, but the green consumer is evolving in terms of attitudes and purchase behavior. Your marketing approach should be evolving right along with them. Is it?

Here are seven things to keep in mind as you develop and execute green and sustainable communications strategies.

1. They’re watching.
   Studies show that around 70% of consumers claim to be paying attention to what companies are doing to be a better corporate citizen, and that 75% believe that some portion of companies are green-washing their efforts. The key take-away here is to be transparent and walk your talk.
2. The days of “green at any price” are gone.
   Consumers are looking for econo-green alternatives that provide environmentally-friendly benefits at a nominal cost. Over half of consumers say that they would buy green or buy organic more often if it was less expensive.
3. Build value into your brand.
   You can only charge more for comparable green alternatives if the consumer thinks they are worth it. A recent study showed that while 70% of consumers are motivated to buy green, only 40% are willing to pay more for it. Value is a balance between price, quality and benefits.
4. Organic confusion.
   Most consumers don’t know what organic really means. They consistently confuse it with natural, locally grown and non-GMO. They feel overwhelmed by the proliferation of symbols and certifications being thrown around the marketplace. Help them steer through the clutter.
5. What consumers say is not necessarily what they do.
   It’s about closing the gap between values and behavior. A recent study showed that while 95% of shoppers are open to buying green, only 67% actually seek out green alternatives, 47% find a green product, and 22% actually purchase. You can reduce that gap through education and promotion.
6. Just being green isn’t enough.
   You must be better. There was a time when green alternatives sold regardless of whether or not they performed in a comparable manner to the products they were replacing. Not any more. Green must not only be greener, it must deliver on profit, performance and meet or exceed customer expectations.
7. Being green is more about psychographics than demographics.
   Green consumers cut across all age brackets, races, genders and income levels. When marketing to this group, focus on their core values and beliefs. Look for them where they congregate.