It was interesting to receive an email from a previous client this week – even more so, given the contents of the message and the relevance for all social media users.

I worked with the dynamic Luke Thomas of Spring Consultancy last year, and he’s been blazing a trail with his coaching blog ever since. More importantly, Luke is one of those rare businessmen who engages on social media platforms because he is, fundamentally, interested in people.

Their motivations, behaviours, passions and more. An excellent outlook, given his profession as a leading UK business coach.

Luke sent me a link to an article which discussed the increase of social media exhaustion – or to put it another way – the seemingly inevitable rise and rise of more social media platforms than the average online user can cope with.

The article is useful, for me, in one key way.

It defines and reiterates the importance of the message. Effective social media engagement comes down to the impact and strength of a useful message.

Social media exhaustion, I think, comes potentially from a lack of effective content and diluted messaging. We’re seeing more businesses and individuals on social media platforms than ever before – but this doesn’t necessarily mean that they are using the platforms well, or smartly, or with purpose, drive, giving solid content and powerful messages. There is so, so, so much noise.

Which leads to the next question – how do you avoid, reduce, or completely eliminate this social media noise, without exiting the platforms completely? After all, there are amazing opportunities to gain connections, increase exposure, and win business there.

Here are my top tips for avoiding social media exhaustion on the platforms you’re present – for you and your audience:

* Remember the message

If you forget the simple key message you’re trying to deliver, your social media content will become nothing more than an exercise in shouting online. We all want rapid, focused, up-to-the-minute and relevant content from trusted sources. Are you delivering?

* Remember the audience

If you forget the main reason your social media engagement is taking place – to attract and keep an audience – then it’s likely you’re going to create social media exhaustion. People are interested largely in themselves, so deliver content with them in mind.

* Remember your passions

If you forget yourself, forget trying to maintain effective social media engagement. Conveying your passions, your unique voice, your way of seeing things around you, is highly attractive to an engaged audience. Promote your passions with purpose.

I was pondering the question of the future of social media today, whilst making preparations for a series of social media, blogging and online journalism lectures I’m delivering at UCA in Farnham.

The growth of social media platforms and social media engagement – by businesses, consumers, students and inquisitive individuals – has been well charted and discussed in the last few years.

The growth, apart from a few blips, seems to be consistently on the up across the big players such as Facebook, Twitter, YouTube and the blogosphere.

What role, then, amid this organic growth, does education play in the growth of social media, at Universities such as UCA?

The subjects of education, engagement and empowerment through social media platforms are all, I think, interlinked.

Education isn’t just about what the kids are learning in school, of course. Education should be a lifelong learning process for everyone. Education around social media and blogging should, also, be a lifelong process – either by a business or an individual online.

I’d say the future of social media is rooted in the following types of education:

* Self Education

You’ve got to educate yourself about social media engagement and blogging etiquette before you get online – we’ve seen the broadcasters and hard-sell merchants doing their thing online, and they highlight a distinct lack of self-education.

* Audience Education

You’ve got to educate your audience about what’s on offer. Selling is perfectly acceptable on social media – it’s the form and frequency with which it’s delivered that counts. Educate your audience effectively and you’ll never have to hard sell them.

* Long-term Education

You’ve got to remain teachable, too. The pace of change on social media platforms can be scary, rapid and overwhelming – and all at once. By staying in touch with trends, reading accessible blogs, and observing patterns, your social media presence will benefit.

Back to school?

One of the best ways of keeping up on social media trends and staying on top of the ever-changing nature of life online is to monitor and measure what your output is delivering out there.

Then relay this back to what you’d like to achieve. This form of self-education is powerful, as it highlights where attention, engagement, and lead generation can improve over time.

My favourite way of increasing education around social media is simple: listen to what’s being said online. The answers are there.

I made one New Year’s resolution this year, and it wasn’t directly linked to social media – rather, to experience, embrace and enjoy new things, in all shapes and forms.

And that included an experience today. A visit for the first time to a Chinese acupuncturist to experience it.

Having noticed fluctuating energy levels since before Christmas, and also because it’s that time of the year when January Blues tend to make many people quite sluggish in general, I thought I’d take action around my Resolution. Into the acupuncturist I went.

And, as has been the case from previous offline experiences I’ve shared in the past, valuable lessons about effective social media engagement were learned from the 90 minutes in the Chinese health clinic.

Here’s what I picked up today, and the main things about the acupuncturist which reminded me about best-practice online:

* Be attentive

The first thing that struck me was the level of attentiveness and service. The acupuncturist – a wisened guy who spoke pretty much the same as Mr Mayagi from The Karate Kid movies – was incredibly attentive. He listened. He showed empathy. He demonstrated understanding. This kind of approach with social media engagement is also a winner online.

* Be alert

The acupunturist was alert. He took note of everything – and I mean everything. Each and every detail was observed. It was clear that many, many years of experience were behind this chap in his way of working with people. It impressed me alot. And reminded me that a real, genuine, and giving alertness on social media platforms works in much the same way, with similar benefits.

* Be aware

The acupuncturist was aware. He was aware of my nervousness entering the clinic for the first time. He was aware of my inquisitiveness of the herbal jars for natural health remedies, of my awareness of the gorgeous Chinese music playing in the background, and also my awareness of him as a health professional. Awareness on social media sites is crucial, too.

* Be alive

The wisened Chinese acupuncturist was truly alive. He had that sparkle of life in his eyes, and was a warm, personable attitude. He was clearly enjoying his work, and was alive in the practice of his art. That kind if vitality is truly contagious, and shines through people online, too, who are delivering their passion on blogs, social media platforms, and other online forums.

* Be attractive

The health practice was also attractive – I noticed the walls covered in acupuncture charts, medical diagrams, incredible looking Oriental paintings, a beautiful Bonzai tree in the corner of the room, and a million other small but perfect touches which made the place look, feel, and smell attractive. Similarly, make your social media engagement attractive. Make people want more of it.

* Be amazing

Finally, what the acupuncturist delivered was amazing. Less then 90 minutes after entering, my energy levels had soared. He delivered what he said he would. The needles were painless, the treatment was incredibly soothing, and I would recommend him to anybody. Make your social media experience an amazing one. Be present. Be alive. Be attentive. Be alert. Be attractive. Be you.

Good social media engagement – a needle in a haystack?

It was a wonderful way to spend a couple of hours offline – and the positive benefits and timely reminders it also provided about social media engagement and effective social media marketing were crucial lessons.

Whether social media is brand spanking new to you, or Facebook, Twitter, LinkedIn, blogging and the myriad of social media platforms have been a part of your overall marketing mix for months, you’re going to come up against some uncomfortable truths online.

These pain barriers will try, test, challenge, and generally cause discomfort on some level at some time. But there is hope.

Here are six uncomfortable truths about social media – and how to deal with them as and when you’re finding life online tough:

* Social media engagement takes time

Despite the myths out there, social media is not a magic bullet. As with any marketing channel, it takes time to develop positive profiles, meaningful audience engagement, and drive relevant traffic back to the destinations required. The world of social media engagement is best delivered over a consistent, relationship-building-based and measurable period of time.

* Social media is not an easy freebie

Whilst some of the high-profile social media platforms are free, your time in making the right impression there certainly is not. As with any marketing activity, delivering social media content takes time. Social media marketing is not free – there is always a cost of some kind. Approaching social media as a sustained, monitored and serious part of your marketing is always best.

* Social media is not direct marketing

Although there are a few sporadic examples of social media being used to drive direct marketing-based techniques, the most successful companies and individuals online are not engaging in direct marketing or selling tactics on social media platforms. Broadcasting on social media sites is the quickest way to switch people off. When they’re gone, they usually stay gone, too.

* Social media will be uncomfortable

Although social media engagement has become one of the most popular forms of online marketing in the last few years, it’s also extremely uncomfortable at times. You’re going to come across people you don’t like. It’s inevitable. Fall-outs will happen. Arguments and spats will happen. I should know, I’ve had a few. Make mistakes, but remember to learn from them. Quickly.

* Social media means listening more

The concept of utilising social media as a listening-based marketing channel is new information to some. The best social media marketers advocate listening first and engaging second. By listening to your target audience online, you increase the chances of gaining and (crucially) keeping their attention. We all want to have our say, but sometimes nobody wants to listen. That’s life.

* Social media is not for everyone

Because of extreme accessibility, social media engagement might seem like the ideal marketing tool for everybody. Not so. There are many, many companies delivering the same old, sterile, broadcasting, corporate speak on social as they do on their other marketing channels. Sometimes, hiring in a social media consultant is highly advisable. What’s the cost of a lost customer?

Next steps forward?

Have you discovered an uncomfortable truth about social media? Is it a struggle on a daily basis? Does it seem pointless? I’ve found that social media engagement works best when the right attitude is brought to it. Open, inclusive, listening and giving.

Now that’s a tough call at times, but the rewards can be truly amazing.

Social media need not be terminally uncomfortable. If it is, try asking why.

Social media is dead? Far from it, according to these guys.

I wanted to highlight this upcoming social media and digital marketing event in the UK, as it’s such a rarity to see a genuinely well thought-out, transparent, inclusive, and SME-focused social media conference and training event out there in this country.

The imminent WhatsNextEvent, running all day on 06 February in Cardiff, is the brainchild of Welsh-based social media consultant Allan Blair Beaton, and it’s worth promoting.

Mainly because of the open nature of this conversationally-enhanced social media guy. So refreshing, so rare, so…well…social.

In short, it’s panning out from the Agenda, to be a great day of digital marketing learning and social media education from a real Pro. The list of speakers and seminars organised for the day are useful, and not a hint of selling of skills looks evident. Bravo.

I spoke to Allan on the phone last week, and instantly liked his viewpoints, passion and lack of corporate marketing speak. A totally open, friendly, witty, down-to-earth and knowledgeable guy.

The kind of person you’d want on your team, that’s for sure.

Highlighting this event makes sense to me – in light of the plethora of London-based social media workshops being organised by new-to-the-block social media and blogging advocates (the biggest culprits seem to be PR agencies who have just set up a blog and social media services, making them overnight ‘experts’ in the field to the unwary) – and even more so, because the speakers and organisers of the WhatsNextEvent have all been living, breathing, and delivering on social media, SMM, digital marketing and more for some time.

They’re in the field, at grassroots level, leading the way, and now sharing their knowledge. Perfect.

I’m pleased to see such a strong regional training and education offering out there for SMEs looking at social media marketing – it’s long overdue. The amount of organisation and commitment to get this kind of event up and running is huge, of course.

So, to Allan and the team delivering this fantastic day, congratulations. I’m sure it will be a success on every level.

And, if you’re wondering what it’s all about, and you can get there – why not attend? This kind of education is rarely available.

Another year gone, and another 12 months ahead. Making social media resolutions might seem like a pointless thing, given the speed and frequency with which things change on social media. It could, however, change everything for you.

I’ve noticed one thing since I started blogging in 2005, and it’s this.

The most successful social media is delivered from a position of consistency, irrespective of change within social media. In spite of, and sometimes because of, the nature of change on and in social media engagement, the best of the best do the following things really well – they are consistent, they listen rapaciously, and stick to their principles and key messages.

Let’s examine these three ‘resolutions’ more closely. Three simple things could transform your social media engagement in 2012 and beyond.

* Consistency

This is something we all struggle with in life, let alone on social media platforms. It takes consistency to keep blogging, tweeting, adding content to a Facebook page. But consistency has unique rewards – some tangible (such as new contacts and clients) and some invisible (your content being passed on, shared, and put in front of influential eyes without you knowing). The point is this: if you are consistent with your social media engagement, it will improve your business, and in a number of wonderful ways.

* Listening

Sometimes, listening to the conversation on social media platforms is nigh on impossible. So many comments, tweets, notifications, the noise can be overwhelming. My suggestion? Listen to what really matters to you. Effective social media engagement is the same as any conversation – listening is the essential starting point. Good listening makes for good business. Good listeners are attractive, warm, valued and trusted people. Online and offline. Try listening more this year, see what happens.

* Principles

Sticking to your key principles and sharing them with passion is a powerful force on social media platforms. Those who stick to their key messages, and generate valuable, intelligent and information-laden conversation are pure gold-dust on social media. Those who follow and agree with the latest buzzwords are usually forgotten. Stick to your principles and remember that the people reading your next social media content or blog post could change your life in 2012. Assume every word is critically important.

Experience it for yourself

These are not just ideals or vague concepts – these three factors when applied to social media engagement can make a huge difference. I know – I’m talking from direct experience.

I’ve Consistently blogged since 2005, and it has never failed to bring in new contacts, useful connections, and the Holy Grail of paid consultancy. Increased consistency is one of my 2012 social media resolutions.

I’ve tried Listening more than I talk, and this provides an incredibly useful amount of information, research, and insight into others’ motivations online. Increased listening is one of my 2012 social media resolutions.

I’ve tried sticking to my Principles – such as against Kwik Fit, with a battle which costs them 100 customers per day and forced a £1.5 million spend on improving customer service. Increased sticking to principles is one of my 2012 social media resolutions.

Have you considered what your social media resolutions will be in 2012?

Although social media and a Christmas Party might seem distinctly removed from each other, there is much to learn from this year’s festive bash about the personalities and behaviour of people online.

It’s that time of year again, and the round of house and office parties are upon us. We know the different characters who roll up at the average Christmas party – and you’ll find them on social media platforms and blogs, too.

And whilst many love social media engagement and blogging, there are perils online. Similar, in many ways, to the perils to be found for the unwary at every Christmas Party.

Here’s the main characters to watch out for at your annual Festive celebration – and also, to spot on social media platforms:

* The Entertainer

In the middle of it, always with a funny tale to tell. They may not be always particularly interested in other people at the party, but their mission is to entertain their audience, and they do it well. Witty, sharp, confident, The Entertainer will always gain attention.

* The Armchair Critic

Usually sitting in the background, observing then being critical about the entire party when asked to give input, The Armchair Critic is – unfortunately – always present at festive fun and on social media. They give acidic, dry, negative opinion and little else.

* The Socialite

They are attractive, magnetic folk, and hold court at any Christmas Party. You know them, you like them, you respect them – and so do others, too. They are consistent, giving, generous, sociable, and they take a genuine interest in others. Brilliant, beautiful folk.

* The Broadcaster

The Broadcaster likes to get on the table dangerously, dance badly, and demand attention inappropriately at the party. These shouting folk can be seen on social media, too, of course – but they are easy to ignore. Inevitably, they always fall off their table.

* The Host

This is a tricky act to follow. They organise the Party, they make everything sociable, they simply love people. You’ll see excellent social media engagement from these party people, too. They are the ones leading and sparking debate, hot topics, and more.

* The Majority

These are the mass of folk attending the Christmas Party. They come along, they chat, they observe, they have a nice time. You’ll see the Masses on social media, too. They aren’t changing the world, but they are observing everything. And talking about it. Often.

Which one are you at this year’s Christmas Party – and how can your social media benefit from spotting these types online?

Ensuring you enjoy successful social media engagement in 2012 is one of the hot blogging topics at the moment, as we head towards the end of another year.

One of the best recent online articles I’ve come across on the area of social media predictions for 2012, and how to make the most of social media engagement and blogging in the New Year, came from the consistently-brilliant Brian Solis this week – in the form of this blog. It covers pretty much everything to consider for successful social media engagement.

The detailed blog contained some really useful research, trends, hints and tips – but, for me at least, it was six key factors in the concluding paragraph which really stood out.

Six key factors to consider, which I’d say will be critical in determining how well you connect with the increasing number of Social Consumers online. And let’s be honest, if you’re attempting to get profitable attention to your business, products or services via social media engagement and blogging outreach, you’re going to need to commit to some kind of social media strategy.

Fail to plan, plan to fail as the saying goes.

So, these six key factors? In no particular order of importance, they are:

* Increase understanding of social media engagement

I’m still seeing alot of lack of clarity from businesses and individuals getting on board with social media for the first time. Aimless Facebook pages, broadcasting Twitter profiles and sporadic, selling company blogs abound. This is not successful social media engagement – it’s like going to a party and shouting at everybody without even listening first. Listen, learn, then engage.

* Develop a clear social media strategy

One of the key areas to remember with social media marketing is the simple fact it’s still a marketing activity – and all successful marketing utilises clear direction, defined strategic inputs and targets to list and reach. Having a few social media profiles and randomly pushing out content is not a social media strategy. Define what, when, where, and why you’re engaging on social media.

* Define social media engagement outcomes

One of the best barometers of any successful social media campaign is if targets are reached, or outcomes gained. You might, for example, want to see a 75% increase in relevant traffic being driven to your main website via social media channels from your upcoming social media engagement in 2012. How will you achieve it? What outcomes will you aim for? What defines success?

* Align social media strategy to business objectives

This key factor is critical – if you make social media and blogging activity an isolated part of your overall marketing programme for 2012, how can it be measured as a successful part of your marketing activities? This sounds like common sense, but too many businesses operate their social media and blogging activities without considering complete marketing integration.

* Demonstrate the needs of Social Consumers

This ties in with key factor number one – if you forget that you exist solely to serve your customers and clients, how do you hope to attract more to your business via social media engagement? Too many businesses broadcast on social through their own bubble – they believe their own PR. Step out of yourself before you get online, and start thinking like your ideal customer.

* Earn trust by highlighting social insight

Nothing breeds social media success like a giving, trusting, open and engaged approach. This means showing your customers, clients and business colleagues online that you actually want to listen to them, to hear their issues, to give them the opportunity to add inputs to your social media and blogging content. Forget the poorly-written flog blog, and ask yourself if it’s adding value.