Also hear what social-media "fence sitters" might need to know and how social media can be used effectively even by a conservative firm.
Also hear what social-media "fence sitters" might need to know and how social media can be used effectively even by a conservative firm.
Posted at 07:05 AM in Social Media - Using it, Social Media Strategies for Professionals and their Firms | Permalink | Comments (0) | TrackBack (0)
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Article after article claims what this one entitled "Google+ is Awesome. Facebook Maimed, Twitter Mortally Wounded?" does:
Instead of treating all of your friends as equals, Google lets you put them into different groups, called circles, such as “friends”, “acquaintances”, “family”, “sports fans”, and so on. These circles represent a powerful innovation.
They allow us to send more personal updates just to our closest friends instead of forcing us to share with all of our hundreds of acquaintances. This simple task is not easy to do within Facebook. Furthermore, Google+ allows us to chop up our incoming news stream based on what circle they are coming from, so that we can focus on just the updates from our family or just the updates from our coworkers. The Google+ circles concept is powerful and easy to use. It represents the defining, foundational difference between Google´s and Facebook´s vision for social networking. If this new model takes off with users, then Facebook will find itself in the uncomfortable position of having to replicate these features within its own platform.
Nothing against Google+ here. I'm still checking it out as I have been for the past couple weeks. There are some things I like a lot about it. And some things that annoy me. But that's not the point of my post. You can read a lot of reviews elsewhere.
This post is about the lame claim that groups or "circles" is a new concept or "powerful innovation" as the above post claims.
Facebook has offered groups, called "lists" for years. I know. I use them every single day. Everything written above can be achieved in Facebook.
I'll be specific:
The author wrote: "[Circles] represents the defining, foundational difference between Google´s and Facebook´s vision for social networking." WRONG.
And he wrote: "If this new model takes off with users, then Facebook will find itself in the uncomfortable position of having to replicate these features within its own platform."
Ack! It's there.
Facebook is NOT in the uncomfortable position of having to replicate these features. Perhaps they can make them more obvious, though. Let me show you how easy they are to use.
STEP 1 - CREATE LISTS
Very easy. In the ACCOUNT dropdown, chose EDIT FRIENDS. Your screen will have a CREATE A LIST button at the top. It looks like this:
Make as many lists as you want.
STEP 2 - ADD FRIENDS TO LISTS
Then on the left sidebar, choose FRIENDS NOT ON A LIST to start, or any list name to edit. To the right of each friend's name you can open your list of LISTS and add the friend to as many or few lists as you like. I have a list called "Nothing" and I have miscellaneous pages and what-not in it.
Let's pretend Led Zep is one of my friends. (oh how I wish.) It would look like this:
STEP 3 - POST YOUR LITTLE HEART OUT
Either as you post, or for your default privacy, of for each photo album you have, whatever, you can designate who can see it, or who cannot see it, or both.
To change your default or to edit any individual post's visibility, click on the little lock doohickey under your status box, to the left of the SHARE button.
When the lock settings open, designate who can or cannot see your stuff, and save as your default if you want.
Enter a person's name or the name of any list you have created. Add as many as you like. When you start typing a name or list name, Facebook will offer up autocomplete help for you.
Voila. You're done.
UPDATED: Oh, and I forgot to share the other important piece. To view the news feed of any single LIST, meaning just the stuff the list members post, is quite easy.
STEP 4 - VIEW NEWS BY GROUP OR "LIST"
Go to your HOME page and, at the top where it says TOP NEWS and MOST RECENT note the little DOWN ARROW on the button called MOST RECENT.
When you click the button, many options open including the ability to select any of your LISTS.
Guess Facebook isn't so far behind after all. And you can still hate Facebook if you want. But at least I hope that, now, maybe all these people quit claiming this is such a huge innovation on Google's part. Geez.
But, otherwise, that article I mentioned is really pretty good. Just skip the first third of it!
Posted at 06:29 PM in Social Media - Using it, Social Media Strategies for Professionals and their Firms | Permalink | Comments (6) | TrackBack (0)
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Are you interested in integrating your marketing to include social media channels?
The first question, then, is: “What are you doing now?”
The odds are that you’re doing some things that can be leveraged into social media activities very nicely. Start with an inventory of all your non–social web activities.
Think about what you do and who you do it for, or in front of:
Other opportunities for sharing are our day-to-day interactions such as talking to people, e-mailing them, and print correspondence (including invoices). Any one of these activities can be bridged into another, or into your social media initiatives, as appropriate.
Remember, though, the tone in the social web is MUCH different than in advertising or traditional media.
De-fluff and de-spin with your actions online. In fact, I suggest you do so everywhere. No one likes gobbledygook and spin.
Social media doesn't have to be a lot of extra work "on top of" what you're already doing.
There are undoubtedly a lot of untapped opportunities to build your reputation as a skilled, credible professional and perhaps even a “specialist” by maximizing what you already do.
In the comments, let us know how you've made the most of an activity by leveraging it across multiple channels.
Above includes modified excerpt from Social Media Strategies for Professionals and their Firms (2010, Wiley).
This might seem like a good way to manage privacy such as protecting kiddos or allowing you to let your hair down among close friends and family while maintaining your professional decorum among business associates or even strangers who want to know you, even if you don't know them.
Others do it not so much for privacy concerns, but to avoid sending business-y messages and links to family and "old" friends who aren't into your business. That's thoughtful for sure, but there are other ways to manage this.
In the FAQs, they more thoroughly explain,
Facebook instead wants you to create a "Page" for your business presence rather than a separate personal profile. So, even if you have a company page (like mine) they would prefer that I set up a "Michelle Golden" business person page.
They describe in the FAQ that you can manage all your Pages (and ads) that you create from your personal account. And if you don't want people clicking into your personal life, they won't. Facebook explains:
Please keep in mind that the fans of any of the Pages you administer will not have visibility or access to your personal account or profile. Any actions that you take as a Page administrator on your Page will show the Page’s name as the [poster] and not your personal name. To create a Page, simply click on the "Create a Page" link under the Sign Up section of www.facebook.com.
This is actually really cool because people can "like" and share your business page and posts so your content can go a lot further than just among your circle of approved "friends." Also, with a "Page" you can see (aggregated) statistics that tell you if you are engaging well with others, or are having your post stream hidden by others! (gasp)
But let's talk about the other reasons you might not want to divide your "friends" between two accounts in the first place.
1) MISSING OUT.
When you divide your feed, and "depersonalize" your interaction to the business peeps, you miss out on the whole purpose of using social media for business development! (more below)
2) MANAGING CONTENT RELEVANCE.
By creating "friend lists," you can designate content you DO want to go to certain people or DON'T want to go to certain people. In other words, if you don't want to burden "family" or "jr high friends" with your business posts, create a group for them and when you write the business post, simply set the post to exclude viewing by that group.
3) MANAGING PRIVACY.
Take advantage of Facebook's incredibly rich privacy settings. Avoid sharing your vacation photos (or any other content or links) with your business peeps by placing photos in a special album just for lists of "family" and "close friends."
REMEMBER, ENGAGING IS WHAT MAKES FACEBOOK VALUABLE AS A BUSINESS TOOL
Facebook is not for broadcasting! (No social media are for broadcasting.) It's for interacting.
Bottom line is that the much of the point and purpose of using social media in business is for people to become closer. As in friends. As in learning what they have in common and stuff.
I have some Facebook friends who only "do Facebook" for business and it shows. There is no personal engagement. No relationship building. No point (at least for me). It's dry. It's boring. It's a broadcast. No thanks.
Yet there are other Facebook business people that I hardly knew or totally didn't know before friending on Facebook. Yet we got closer through Facebook. And these people actually constitute the largest percent of people that have hired me or referred business to me as a result of getting to know one another via ANY FORM of social media. More than LinkedIn and more than Twitter.
From personal experience (I haven't conducted a formal survey, but maybe I should) I attribute this to the fact that I am fairly personal (aka "myself") on Facebook. And they seem to be, as well. I share and they share. And we get to know each other. We mutually participate and banter. I congratulate them on their marathons, "like" their family photos and song posts, commiserate when they have a rough go, wish them well when they are ill. And I mean it. And they do the same. And it results in building our relationships.
HOW TO GET YOURSELF HIDDEN
People who only feed their Tweets, blog posts, and Foursquare without otherwise engaging others are completely missing out on the benefits of the relationship development aspect of Facebook. Typical user behavior is to "hide" the posts of these people.
There are also some people who, when others comment or congratulate, ignore the messages. Typical user behavior is to stop commenting on these people's posts. No one likes to be ignored. Sometimes hiding the posts of these people or even unfriending them is a next step.
Again, Facebook is not for broadcasting. It's not one way. Even brands that merely broadcast, and fail to engage, get "hidden" from user feeds.
So, instead of creating a separate business presence, first try the friend lists feature to control privacy and/or content distribution.
If that doesn't suit your needs, create a "Page" for yourself as a professional (even if your company has its own page...you can cross link the pages). But if you go the Page route, be sure that you still engage, and still show some of your personality there. If you want relationships to develop, that is!
There's a great blog post I saw today that happens to refer to my past piece, "'What's the ROI of Social Media?' is the Wrong Question."
Tom shares his own worthy perspective and then links to several resources either in favor of or supporting measuring ROI "of social media" in general, several who say it's not necessary or even impossible (where I stand with regard to a TOOL, yet ROI for an initiative can be), and a few in the "maybe" camp.
All the links he references (have looked at several so far) appear to be great reads (and I'm very honored to be included among them).
Where do you stand on the ROI discussion?
Over three posts, I'll tell you a bit about what each marketing professional has been doing, and each has also generously shared his or her hottest tips for success in the unique specialty area. Today's feature is radio.
Eric's background includes several years in broadcast radio (outbound marketing) developing strategies and promotional campaigns for various companies. Eric knows radio. And he's been with his CPA firm for about 7 years during which time, he has completely overhauled the firm's formerly outbound-only marketing approaches.
Old media is not forgotten (e.g. print ads, direct mail, radio, and earned media placements) but now, touch points include high value content on their website, Twitter, and Facebook pages; leveraging LinkedIn via strong profiles, group activities, and questions/answers; and leveraging external blog communities; and enticing multi-channel campaigns like their Tax Credit Locator.
He's used radio very effectively in his geographic market, both for paid advertising and feature opportunities. But where success recently exploded was in leveraging his CPA's featured radio guest opportunity using Twitter NOT just online but with a roadside (digital) billboard featuring their live twitter stream which carried tweets alerting drivers to tune into Freed Maxick's live guest appearance on the radio "Dave Barrett Talks Estate Taxes on WBEN-AM 930..."
Campaign results in the first 10 weeks include 490 new prospects (5-8 avg per day) of whom 35% are eligible for tax credits, and closing $75,000 in new business.
Eric's Tips for Radio-Related Marketing
I'm (gladly) in the final weeks of completing the manuscript for "Social Media Strategies for Professionals and their Firms: The Guide to Establishing Credibility & Accelerating Relationships." This is exhausting exhilarating because of the amount of sheer THINKING I've been forced able to do.
I will be posting various bits and pieces from the book over the next couple months (it will be released in September, 2010) and inviting comments and critique while the book is still in the edit phase (or anytime, actually).
It's written primarily for legal, accounting and other financial advisory professionals. But other B2B professionals including consultants will, hopefully, also gain from it.
In order to serve as both a quick-start reference and a detailed strategic marketing planning resource, the book is organized into four key sections:
I would LOVE and WELCOME your thoughts and suggestions about the structure and whether you think there is something important that I should include and may not have mentioned.
Oh, and while I've been working on this, I've created a little timeline of the emergence of social media technologies (and behaviors) relative to the availability and evolution of the Internet.
Seeing it like this was both impressive and (a little) scary for me as it relates to what we humans are capable of in such a small period of time. Wondering if you will have a similar reaction?
I can't help but think of a tweet I saw yesterday from Rebecca Ryan: "People will organize themselves; technology just helps them. -Ben Self, Blue State Digital"
If you use this graphic elsewhere, I just ask that please do so with attribution and a link or trackback here or to slideshare. Also, if you see any errors, please do let me know. Most of the dates came from Wikipedia.
Had a blast doing a webinar today for Moore Stephens North America about blogging for lead generation purposes. My presentation is on Slideshare.
And I promised attendees I'd follow up with this post about where to get posting ideas.
It is geared for marketers who are supporting their firm's blogging efforts, but bloggers can do these things, directly, too!
Most importantly, if you're targeting business clientele, aim content at a very HIGH level for your intended audience.
If you blog on business topics, don't be tempted to write "down" to a basic level or your posts are likely to seem too "101" to the executive level people you are targeting. Even if (especially if!!) it's a little over their heads, it will showcase your knowledge. Writing down or posting content that's too simplistic (e.g. new tax mileage rates when you are trying to showcase your consulting brilliance) makes you seem out of touch with your audience's real needs, and perhaps even condescending.
Keep it high-level and this will differentiate your firm!
Various rounds of phishing schemes have pelted Twitter users over the last couple years.
Usually this means someone you know had their account hacked and you receive a DM (Direct Message) that attempts to compel you to click on a link in the DM. Individual users find this an annoyance, to be sure.
But corporate brands whose branded accounts are hacked to send out phishing messages are more than annoyed, they are horrified. This week, several CPA and law firms unintentionally DM'd their followers with with these messages.
This week has seen some ususually heavy activity with two schemes running rampant: "This you?????" messages and a more sexually explicit message (both are links to Mashable explaining the hacks). New hacks occur every week.
Unlike blogs where authors can manage comment spam, these Twitter invaders send out literally ANYthing under YOUR name. It's unnerving. And it can happen to anyone at anytime. Be a savvy Twitter user!
Here's a nice, short blog post corrected link on How to Prevent Your Twitter Account From Being Hacked
Will Firms Continue to Use Twitter?
This week, one or two firms quickly sent out apology messages.
Makes me wonder if firms—who, up to this point, are mostly just playing around with Twitter to see how it might be useful to them—will elect to pass on the forum in such a Wild West environment.
Are attacks like this concerning your firm and limiting your interest in Twitter?
Asking "What's the ROI of social media?" is akin to asking "What's the ROI of a telephone?" or "What's the ROI of a computer?" or "What's the ROI of e-mail?"
First, these are all tools. They all have the potential to be significant time-suckers. And they each can make us enormously effective. Depending on our purpose and actions with the tools.
Second, to truly gauge ROI--on a broad basis--you would have to consider ALL the cost to acquire, set up and maintain each of these over time. You would also have to consider ALL the value attained through the use of the tool over time.
To do this properly and completely would be an enormous job, would require some use of metrics, and some use of judgment or anecdotal evidence.
Most importantly, this exercise probably isn't necessary or worthwhile in order to determine whether the tool adds more benefit than resources it consumes. At least it hasn't been deemed worthwhile for us to undertake such a task to decide phones, computers, and email are worthwhile, right? Why would social media merit any different treatment?
A more realistic and useful approach is to project desired ROI use-by-use or, in marketing terms, initiative-by-initiative.
When marketing with the telephone, you can measure the "ROI" (return on investment) of a smile and dial campaign, or you can measure the number of times your phone rings in response to a particular ad campaign. And you usually aspire to tie dollars to either.
These are INITIATIVE SPECIFIC examples. An initiative will always have a beginning, a middle, and an end.
The ROI question should be tied to an initiative, not a tool. Tie it to how you are using the tool.
Social media are a (fluid) set of tools—applications—that facilitate Internet-based relationship development (the “social” part of social media). Social media applications can be extremely effective tools--but having the tool is not enough, it's what you intend to do with the tool that matters.
Just "being out there" in social media (without specific objectives) is not actually an initiative--it's an experiment. As such, it cannot be measured or quantified meaningfully.
In general, simple metrics like number of followers, fans, or friends, are mostly irrelevant without defined purpose and specific goals.
To determine any sort of meaningful "ROI," strategy must exist behind what you do and why. Your desired ROI is then based on each aspect of the strategy, or on a combination of aspects. Again, never on just the tool.
Social media is most effective when its use is merely a component of strategies that include some online relationship development. With an Internet-initiated or -enhanced relationship, what you seek to accomplish can range from recruiting to prospect conversion to brand awareness to customer service.
Which initiatives you undertake should depend entirely on what (or whom) you're marketing and, much more importantly, who the buyers are. Where are they? And what do those buyers want or need to know in order to decide to buy from you.
Measures might be interactions, conversions, salvaged relationships, or sales. Or many other such goals.
To determine your ROI, decide whether any particular social media tool coincides with your other marketing, recruiting, and client service initiatives. Then decide if the investments necessary to set-up and maintain your social media presence, as necessary to achieve success with the tools(s) for THAT initiative, is worthwhile relative to the potential (projected) results. Measure against your projection.
When people ask, "What's the ROI of social media?" educate them to understand that ROI is more appropriately and meaningfully measured on an initiative-by-initiative basis. If they are already using social media but there are no "initiatives" identified to measure, that's an issue all its own.
My purpose in writing this is to shatter the notion that ROI can fairly or reasonably be assessed on a tool without a clear plan for its use.
There's a risk of this if you hang out on Facebook, Twitter, and LinkedIn—especially if you use the "status updates" features within these tools.
If you are a negatively-oriented person, it won't take long for people to see that you view the glass half empty.
If you are using any of the these tools for relationship development, especially business relationships, you may be doing yourself more harm than good. While you might elicit sympathy—some will surely rally-round and empathize, thereby encouraging more of this posting behavior—humans are, overall, more attracted to optimists than pessimists.
People definitely don't want to hire or refer folks to Negative Nellys and Donny Downers.
If you limit your Facebook to family and friends, it may not be such a big deal to air your daily woes. Though I'd suggest even family and friends get annoyed by Eeyore! But if you have business contacts as "friends," you really need to think twice about what you share.
If you're on Linked In or Twitter, you probably ARE there for business reasons, and being negative undermines your efforts, big time.
3 ways to discern if you're turning people off
Everyone has the occasional bad day. Crummy traffic, bad service somewhere, kids out of control, or the occasional cold or flu. A random post now and again about such human things is no big deal if you more than balance it out with a more positive outlook on life.
But when downers are the trend, it's something you'll want to recognize and improve. Here's what to look for:
1 - Consider your present situation and demeanor.
Most of us can be divided into one of two categories: those who believe "stuff" happens to us and those who believe we make stuff happen. If you're a member of the former group, you probably have to work a little harder than the other group to NOT sound like a victim of circumstance.
Another factor could be that you're just feeling too stressed out or overwhelmed. If this is the case, consider taking a break from social media. It's also possible that the cause is stress from feeling obliged to be using social media! Maybe social media isn't something you enjoy in the first place. You aren't obligated to be there—you can take a pass.
More serious signs of negativity, and even depression, are feelings of unworthiness, putting yourself or others down, expecting the worst to happen to yourself and others and dwelling on past failures and disappointments.
2 - Review your status updates.
In Twitter, simply look through your Profile to see what you've been posting. In LinkedIn, from your home page, click on the words "Network Updates" over the status input field. Then choose the "My Updates" tab.
In Facebook, a quick and easy way to get a big picture recap is to use an app like "My Year In Status" which will auto-generate a random selection of your status updates. Go thru Steps 1 & 2. On Step 3, you'll see an option that says "Choose different Statuses" - this opens a chronological list of every status update you've posted over the last year. (To find the app, type the "My Year in Status" in Facebook's search box)
Pretend you don't know yourself, and read them as objectively as possible. Are you a complainer? What proportion are rants or whines versus neutral observations or upbeat messages.
Look also at feedback trends. Do fewer people comment on your postings than on postings by other friends in your circle? Has your post feedback decreased as negativity increased?
3 - Ask a sampling of trusted people.
Preface the favor with "I'm trying to be more aware of how I come across to others. It's important and I really need frank feedback. I trust that you'll be honest with me." Then ask: "Would you mind looking at my postings and tell me if you think I'm coming across more negative than positive?"
Be open-minded to their feedback and thank them for their frankness. It's really hard to tell people you care about that they don't come across well. Most will avoid it like the plague.
If you find more than 25% your postings are downers, maybe it isn't a deep problem, just that "dilemmas" are an easy source of things to write about—and they are! So it's a temptation to avoid. Hopefully the tips below can help.
If more than 50% are downers, perhaps you are significantly unhappy with your job or the way things are going in life. This happens to all of us at times!
It might wise to take a break from social media posts and redirect your energy in working through the sources of your unhappiness. By all means, don't be tempted post a play-by-play of your personal therapy (can you say "AWKWARD"!).
What to do to improve your image
If you do discover you've been less than pleasant to listen to, and you aren't a glass half-full person by nature, I'm not suggesting you have to go through life feigning insincere joy. Pollyannas are annoying, too.
What you're looking for is balance. And a greater awareness of how you are coming across to people. This is actually a very big part of Marketing 101.
It might be that the attitudes you've been conveying through social media represent impressions you've created in "real life" social situations. Yikes! Be glad you've become aware of it, and change it, now.
Going forward, think twice before hitting that post button.
Greater self-awareness usually corrects most of the problem. We simply don't think about how we come across until someone brings it to our attention. You'll probably become more aware of others' posts now, too.
Hopefully, if you're guilty of the Negative Nelly/Donny Downer thing, this lets you self-assess and correct before too many people notice.
If you entered the professional workforce more than, say, ten years ago, you probably can't imagine an environment in which computer access was disallowed.
Or imagine, twenty years ago, if using the telephone in your daily tasks was not permitted.
But what if you were expected by management to get your job done as efficiently and effectively as possible.
Wouldn't you be thinking management was foolish to deny you access to the tools that you'd used in your daily life...growing up and throughout your education years?
You'd be thinking members of management are not very bright or not very trusting--maybe both--and that they are definitely cutting off their collective nose to spite their face.
Yes, both of these tools can also be used for "playing around" and not getting our work done. Being (gasp) unproductive! But they can also empower us to get our jobs done exponentially faster than without them.
Along these lines, for years we've watched big morale problems stem from companies locking down Internet, blogs, and IM access. Frustration arises because we now KNOW that these tools let us research and communicate better and faster than ever before. And the bulk of the reason for prohibition is/was...lack of trust in us to not "abuse" these "privileges" of access.
Now we include social media in the mix. Resources like instant access to brilliant friends through Linked In and Twitter deliver solutions in mere seconds! (And, yes, the same tools permit us to mess around and waste time, too).
Personal access to these tools, that we and our kids have been using for 5-10+ years, on a daily basis, is so affordable and portable that all the company lockdown policies serve to accomplish is to insult and anger the people we hire.
Just as we would have been insulted if we were given no access to a telephone. Or basic computer.
And with smartphones, the access to these banned tools is right in peoples' hands if not on company equipment. We didn't have that luxury back in the day to compensate for prohibited phone/computer access, did we?
Is big mutiny on its way?
I think it is. Check out this poll from Junior Achievement & Deloitte.
Okay, so we know that teens and very young adults aren't the perfect group to look at for evidence of wisdom and judgment in application of professionalism and ethics in how they currently use their social media.
But what we DO know is that the access to ideas and information, not to mention marketing-related contacts, through their extensively developed social networks will be UNPARALLELED when today's youth are tomorrow's emerging professionals. The speed and ingenuity in accessing resources and creating solutions will be impressive.
So what can we do to prepare?
Hiring well will require us to be even more thoughtful, diligent and smart in detecting signs of professionalism and good judgment in those we hire. And then continued training peppered with lots of trust is the only way to deal with this in a healthy manner.
Think back to parenting skills... you cannot rule with an iron fist and simultaneously expect well-adjusted, self-sufficient children.
Frankly, we are all battling the increased distraction of competing technologies vying for our attention.
We could probably ALL use some education and refreshers on prioritization and time management! We sure aren't born with these skills.
And note the sub-heading of the above-referenced story: "Survey Explores Ethical Implications of Teens' Social Networking; Signals to Employers That Training in Ethical Decision-Making is Necessary"
Which of us couldn't use some more training on decision-making?
Some firms have already experienced turnover due to ludicrous, insulting (and sometimes hypocritical) policies that are in place--equating to no phones or computer access (their departed employees have told me so).
Firms that don't become more adaptive may well end up with good, old-fashioned mutinies on their hands.
Other than some technical problems I'm having with errors and actually using the site, I think there is actually some good potential in the changes they've made.
First, let me reassure you that your "old" News Feed view is still there!
Just choose "Status Updates" in the left column. If you want that as your default, just grab it and drag it to the top of the stack.
So the new News Feed is a filter set up to show you the most popular items...the items people are engaging with on your wall and others' walls--likes, tags, and comments. The downside, of course, is that you may not want to see all your friends' friends posts and you will by the nature of filter.
The Live Feed shows (almost) everything new. It seems to still pick friends who are most actively engaged and it's limited to a certain number of friends (which you can change down at the bottom). The default limit is 250 so if you have fewer than 250 friends, you should be okay if you want to see them all.
Though it is frustrating to have changes pushed without much (any?) explanation, it's nice that we have more options.
Michelle Golden: Social Media Strategies for Professionals and Their Firms: The Guide to Establishing Credibility and Accelerating Relationships (Wiley Professional Advisory Services)
A timeless guide to modern marketing strategies: online and off.
"The most comprehensive guide that I have seen so far."―Joe Bailey, CPA
"How to execute social-media strategies and the reasons why they work, written at a higher than most level; a must read if you are serious about social networking." —Anthony Provinzino, Farmers Insurance
"So much more than a run down of the tools....helps you to think strategically about social media by putting in its proper perspective."―Colette Gonsalves, CPA firm marketing director
"Extremely well organized ... winning ideas for ... firms to develop and maintain non-cookie-cutter marketing programs that are firm-specific and purposeful."―Richard Weltman, Business & bankruptcy lawyer