Once you start regularly sending a newsletter to your e-mail list, you should take steps to encourage readers to share your content, Andy Sernovitz writes. Asking people to forward it -- and making sure it formats correctly when they do -- can go a long way toward expanding your communications' reach. "Including a link to something fun ... gives readers an extra reason to send your e-mail to a buddy," he notes.
Financial advisers have been slow to embrace social media. Less than 15% say they use Twitter for business purposes, according to an InvestmentNews survey, while fewer than half use Facebook or LinkedIn. The advisers say company policies and stringent broker-dealer compliance rules keep them from posting to the sites.
If you are going to hire a social-media consultant to design your social strategy, it's important to ask the right questions before hiring him or her, Ciceron CEO Andrew Eklund writes. Ask about past clients, as well as what the candidate sees as the difference between a social-media presence and strategy, he writes. Also determine whether the prospective guru plans to create content or simply teach employees how to do so.
Photo-sharing sites such as Shutterfly, Flickr and Picasa are being forced to adapt as more people use social-networking sites to upload and disseminate their images. Kodak is adding social-media tools to its site, while Shutterfly and Snapfish have linked their photo albums to popular social networks. One advantage of photo-sharing sites is that they display photos at a much higher resolution than Facebook does.