Welcome to the new website for the Your Digital Marketing Coach podcast!
Nov. 4, 2014

85: Protecting Your Content and Brand Equity in Social Media

85: Protecting Your Content and Brand Equity in Social Media

As your company's social media presence grows and you begin to yield "influence" in social media, you will be faced with those who copy your content as well as attack you. Neal shares his own experience as to how he deals with these issues to help prepare you and your business for what may lie ahead for you.

Transcript

speaker 0:   0:00
welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business and the soon to launch Social Media Centre of Excellence. Neil Schaefer. Everybody, this is Neil Schaefer. Welcome to another fabulous episode of Maximize Your Social. I am coming to you from my home office today. We're actually already in November. Time flies, doesn't it? But time flies only if you think it flies is what I always like to say so really, Hopefully you've achieved a lot and when you look back, what's happening? Social media and hopefully social media for your business. Over the last year you'll see that you've done incredible things and hopefully have gotten to that next level that you wanted to get to. But what happens when you get to that next level? That's gonna be the topic of today's podcast, as I share with you. A few Well, I suppose the personal things that have happened to me over last week. But as in social media, the personal is also Publicas. Well, so perhaps some of you have already been in conversation with me on the various social networks about what happened. But let's think of it this way. I am both a content creator. I published my first block post in July of 2008 as well as someone you know. I don't like to say I'm an influence or or that word house. Ah, lot of meaning to it that I think a lot of people take for granted. But when you get a lot of followers and your posts their shared a lot in social media, you are sort of considered a quote unquote influencer. And this is really what businesses want to become or should want to become right. You want to create content that is going to engage with users that's gonna help your company be found, and that's gonna help yield thought leadership. Or and that's, you know, from a B to B perspective for consumer brands, you want to engage with your fans, generate brand awareness, you know, create an army of loyal fans who will just do anything for you. And that's you know, the common theme for the consumer brand or the business brand is at the end of the day. You want to be known out there, right? You want that share a voice out there in social media. So what happens, though, when you get that? So let's start with content creator perspective. You create all this great content. Hopefully you're blogging, and this is primarily blogging. And then it's like, Wow, when you do a search for your own blood post title, there are tons of other sites that show up that have literally, literally copied and pasted your content onto their block. And this can be quite a shock for many when it happens the first time. Why would anyone want to do that? Well, the Internet works on advertising revenue. And if people can that somehow get above you and the search results or get people to go to their website because of your content, it's gonna help them not only potentially generate advertising revenue, but there are people who set up micro sites to try toe up people into programs or download whatever thing they want to sell, and your content is serving them. In other words, you're content is serving their marketing strategy rather than your own. So this is something that's happened ever since day one. It will continue to happen because there are those that have nothing to say that just want to leverage the content of others. There are many that simply just don't know that content is protected by, you know, inherently by copyright laws that exist internationally. So, first of all, how to find out if this is happening? Well, that's, you know, pretty easy to do. Like I said, if you just do searches, you can easily find this. If there's a paragraph of copy that you are particularly proud of. Their is a tool called Copy Escape. And yes, I do wanna introducing tools to you that can help you on your journey. But there's a tool called Copy Escape, where if you get the premium version, it's like five bucks for 500 searches. It's really cheap, but you can literally, you know, put in your entire block post and see where also the Internet exists. And it's really good if you're working with a content marketing agency or if you have guest bloggers and you put that in, your gonna be able to see how much, if any, they have plagiarized other contents across the web. So that's a really, really great tool. There's another great tool. I mean, there's a bunch of great tools regarding this. How do these people steal your content? A lot of times it is through our SS feeds. They literally get your R s s feed, and they completely automatically publish your content on their blawg. So if you use Yost S E O. The most popular WordPress plugging for S E. O. There is a way to upend your R s s feed with information like, you know, this was published on maximize social business or What have you. There's also a service called tint, and I believe it's T Y nt and maybe TNT. I'm sorry I haven't used them in a while, but they will automatically generate. When someone tries to copy and paste from your sight, they will automatically generate javascript, which will automatically include the link from whatever they try to copy and paste from your site onto whatever you try to copy and paste it on two. And maybe you've seen this. If you've tried toe just, you know, copy and paste a link from a site and it ends up having all this appendage at the end, the subjects of data. That's because they're probably using that or a similar tool. So those air sort of the tools of the trade that you have to find and prevent. I take it one step further because many of these people that are using the content also have a social media presence. Social media is the public. And if I have no way of contacting these people, I will bring it to social media and say, Hey, why are you copy my content now? Is that a a mean thing to do? Well, if they have a public channel open for communication, I can leverage that channels well, and I want them to know very clearly that as a content creator, I value my content. I spent a lot of time creating it, and just by copying it, it's not something I'm very happy about, and I I will take it the social and tell everybody Hey, why did you copy my content? Now some people feel sorry for, because some people literally don't know or pretend that they don't know well, consider it an education. But I think it's something that's more of us need to do if you find out about it, I would not be shy because them copying your content is a very, very brash move in this new digital world that we live in. And perhaps we need to educate more people. Now I usedto, you know, do a lot more searches on block Post House. I really don't that much more. And in all honesty, whenever I do search my own block post every once in a while, I don't see as much of this. Or maybe Google has become really, really good at it at hiding it, which I think they have of hiding duplicate content because they want to showcase the content creator as well. And even though Google authorship has been or the name or that you know, the project of Google authorship has been put into the back burner, I still believe that they're trying to. They probably a better way now of figuring out who the Content creator is by looking at your by line on your block. What have you So that's sort of the first issue Now it's interesting because the content you create is not just blawg post. You probably have videos. You probably have audios. And I suppose the same thing could happen on YouTube for your videos. If you're not careful, I really don't have that many videos in any video that I have wood. Probably be of me speaking. So if someone wants to promote that as their own and they see me, that's okay, right? Audio. I haven't seen someone copy my podcast yet. Once again, it's a very personal thing because it's my voice, so I don't know how to be able to pull it off, but, hey, you never know. But I had a real shocker when I went over to slide share yesterday. And as part of my own sort of social media marketing and content marketing initiative, I have this top 25 for social media business quotes. Ah, block Post, which hopefully of Red and I refer to a lot because it really represents a lot of these core concepts I'd like to share to help people better understand social for business. But so I created a presentation of these 25 images that are pinned and being shared, you know, visually, which are leading more people back to the blockbuster and created a power point around it and put it up to slide show yesterday. Now I'd use lights here in the past. I am one who does not. And this. It's funny how this whenever I start on a podcast with a a, a narrow objective, it always gets broader and broader and broader as I speak. But there's just so much, you know, that I want to share with you obviously, through each and every podcast, you know, the whole notion of the power point that I created was really to promote the block past and my ideas. Now, whenever I present on social media, I always get someone saying, Well, this slide share be available for later viewing and I always say Sorry. No, I do not upload my content to slide share if I represented right. If I'm a business, then I want them to You know, I would upload every single presentation because you're trying to sell products and service is my product, and service is my I p. And literally uploading The slide share is in essence, giving away I p. Now there are some who do it anyway and I have respect for them. It's something that you're gonna have to decide. If your I p, you know is is your business, then you're probably gonna need to think twice about it as I have. But I did in the past upload to presentations which were subsets of presentations that I normally do to give people a taste of what my presentations looked like. One was on, but while they were both are linked in what was an Englishman who was in Japanese. So if you follow me on slide share, maybe you found those, and I'm not slide share dot net slash Neil Schaefer n e a l s c h f f e r like I am on every other social platform. So you know, those did well, and I even had some companies contact me from them. And then I created this infographic for the social media dot s e o community that I uploaded to slide shares Well, and I uploaded. Why would I upload an infographic? The slight, sir. Well, when I'm writing a lengthen blawg post, the only way to embed a infographic or to add an image Well, I could have added an image, but I wanted to embed the infographic. Let's put it that way. And right now, the only embeds that lengthen blogging accepts our YouTube videos and slide your presentations, or at least the time of my publishing. So that's sort of the route I decided to go. I got that up there that got me additional views in that slide your community. And then I uploaded this presentation yesterday. And when you upload a presentation or when you view the presentation immediately, you get these related presentations in the side. And as I went through them, I'm like, huh? I see my e books are up here now these Air e books. And if you're creating a lot of content for various purposes, sometimes you might create e books for the purpose of opting people into your newsletter of getting them to the top of the marketing funnel, creating, creating a relationship with social media. But taking it down the funnel one step by acquiring an email address. That's something that most companies d'oh but those that content east might have spent a lot of money on is now being uploaded by others who have no did not create the content just being uploaded by them for their own personal gain, right for their own slide share channel, to get views or for their own personal brandy. And I found this yesterday for two of mighty books, and they were both being uploaded by the same person who I commented on their slide share. But I also sent them a not so happy twitch because I was really offended by the fact that they did that. Now. Ah, lot of times when I contact people about copping a block post or in this case, a slight here they got back to me within 24 hours because they're also active and social, and they wanted to take care of the issue at hand. It's a shame that I have to do that, that I have to send out sort of a negative conversation, and I literally do it in public because I want others to know that this is something that's happened, and this is something you should not do, so that's sort of my personal philosophy on it. But if you create content as a company, that content at some point is going to be copied so you don't have to do it every day, and I already introduced you some tools. But every once in a while, you may want to go into specifically of e books Ah, presentation, slide share, as well as going into Google and doing block Post searchers, the other sort of tip I wanted to recommend. And it's not as easy to d'oh slide share. You can embed links into presentations, but I always, always, always embed an internal link into every single block post. We publish it, maximize social business. Internal link, we know is good for us, Theo, to let Google know what content is relevant for certain anchor key words that are in the text for whatever link that we share. But more importantly, if it gets copied onto another Internet site, if they haven't stripped the links, which I'm sure there's some savvy technology or softer applications that will do that for you, it means that they're I've created a back link. So if someone clicks on that, they're going to be able to find me as the original creator of the content. Even though my name and links may have been stripped from the author byline of the block post. That's another thing that highly recommend you do with every block post you published as a business. Now, I said all this there may be something you say. You know what? We don't really care. We want our content to be shared everywhere. Um, you know, we don't care for goes to our competitors because our company name is in the block Post. Our company name is on the e book. Ar e book is branded. And you know, I think there is a strategy of creating extremely shareable content where you know, the more it gets shared, the more gets copied, the greater benefit it is for you. And if you want to take that approach, you know, you just want to make sure that your branding, your product names, your service names, your company names are included, you know, throughout, not just the visual brandy. And if it's a power point, but not block Post has mentioned throughout every single block post, and then maybe you don't have to worry about it. But I suppose the more I p that you're content has, the more you invest in in blog's and in slide shares. and in your content, I would tend to believe the more sensitive you're gonna become that it is yourself. This is 2014. Your content will get copied. Think about that in advance. Think about high. You want to handle it and what your strategy is gonna be. That's really You know what I wanted to talk about in this podcast? But it goes beyond the content in terms of what happened to me over the past week, and that's just a part of what happened. Other things happened, and it's funny, I think, as I get closer to 100,000 followers on Twitter, maybe I'm attracting Maur people. You get more evolves and you get people with different opinions, right? I was sort of attack twice this week on Twitter in the same day, which was really weird. And, you know, I mentioned these top 25 social media for business goes, there was someone who said, You know, your quote is wrong and you know, you go to the profile. They have about 100 followers there, you know, they look like they're former executives. I didn't go as far as going to the victim profiles But you know they have a business. What have you, But to attack someone like that I thought was really weird, and maybe some of you wouldn't think it's an attack. But, you know, I see things all over social media that I might disagree with, but to take the extra step, actually publicly confront the content creator and say that I think takes a lot of, well, guts nerve Insert your now. But I responded saying, Hey, you know, each of us is what's going on her own opinion, right? And and I actually wish him a good day. To which he responded, you know, not only you're wrong in a tweet, but then he added another tweet, saying, You're dead wrong. And when people start using language like that, you know, it really starts to get me worried about who is out there in social and don't get me wrong. 99% of my interactions with people in social media in general are extremely positive, but these people exist. In fact, I never mentioned this publicly, but a few months ago I actually was in a Twitter conversation and someone leapfrogged and said, You know, all you people are ripping off small businesses and is actually someone from East Coast, he says. If you're ever near where I live, you better watch out. And I literally reported it to Twitter. Not enough Twitter brings it up with law enforcement authorities. But you know, once again these people do exist. And you know another guy actually said, Hey, Neil, you tweet way too many links. You should be sharing more native contents and this guy was like, Well, let's just say that once again about 100 followers. But he had a link of a site that was related to content marketing, and I went to one of the Twitter tools I use and did a little analysis and found that I share links. Maybe out of 48% of my tweets, he shares him 71% of times. I'm like, Dude, you sure Linc's way more than idea? What's up with that? Why would you confront me? And he goes all I'm just experimenting so you get random people out there and you sort of have tohave tough skin. When you're out there knowing that there's gonna be people who disagree with you, I know like someone in the mortgage industry, and he has a competitive er that set up a fake Twitter account that just constantly says someone So is a liar. Someone so is trying to rip you off. Now, is anybody listening to that person? Probably not. So the biggest damage that you actually get. When people like this confront your business or you as a content creator, it's more about just an emotional or a mental damage. Now, if your brand and you have people complaining about your product, that actual users and you go to the Twitter stream and you've treated with them back and forth before and they've never complained about other products, you know, these are things that you need to take obviously a little bit more seriously, and you need to confront them and you need to be in touch with them. Proactively. I'm talking Maura about well, for those of you that are creating content out there of having to deal with people that aren't complaining about your product and service, but about your content, if that makes sense. But wait, there's more, right. I got this other email from someone. Will you follow me on Twitter. So, hey, if you're not a member of that sue social network yet, will you sign up with my link? And this is another one that's just, you know, came from left field. When you follow someone in social media, everybody has a different definition of what that means. Well, this person and you know, someone you connect on lengthen they opt you into an email less because they assume that you opted in right when you didn't. And this person just assumed because I was following on Twitter that I would go out of my way to sign up in a social network. And if you haven't heard of Su t s u, it is a social network that actually shares advertising revenue with its users. So obviously this person is looking to monetize my following him on Twitter by having me sign up Sue on his link, because then I become, in two terms a child and all the advertising revenue the I generated shared with him. This is why, if you've seen people try to invite others to sue, you know, I have no problem saying Hey, you know, if you're not on soon and want to check it out. You know, feel free to sign up through my link. I have no problem is doing that. I think I did that myself. Because the only way to join Sue is the sign of Brazilians Lake. Right, But to proactively go out of your way to sign someone up. And then the amazing thing is, this is someone that did not mention this on Twitter but actually went to my website and use my contact form to send this to me without actually going to sue and and doing a search for me, where he would have found that I'm already a member. And when I brought this up on Sue without mentioning his name, I'm not into mention anyone's names because I'm not in this for a personal attack on people. I'm in this too to educate and share these experiences that I've had. So hopefully you can avoid them. Or if you have them, you have a better you're better prepared to deal with them. But this person, when I posted this on Sue and said Hayes, you know, stop doing this. You're gonna ruin the site for everybody. Because then more and more people see it as just some l mm scheme, which you probably might have already seen some people blogged about, concerning to or post on social media about this person, you know, basically attacked me in the comments of my own post on Sue, even though I didn't mention his name, he went out there and tracked me down. Right. And this is what's going to happen once you establish that leadership or you have a large social media following, you attract the good and the bad, And it really gets down to, you know, conversations I have with executives, which are, well, you know, if we stay away from social media all together, we can avoid everything. And you know, there's advantages and disadvantages. When I talk to executives about social selling programs, they go well, you know, we've just optimized the profiles for all of our sales people. So now it's easier for all of our competitors to recruit them. Same thing goes from employ, obviously program. It's like, Look, you know, social replaces. Nothing complements everything. There are advantages and disadvantages to doing anything in social. But with 1/4 of her online time being spent in social with half of Lincoln is 1/3 of professionals worldwide. Remember, linked in you know it is where the public is. So if you use me to think of this day and age, you can simply ignore it and not have a presence. When you have a presence, you wantto make sure that you get a lot more advantages out of it than the potential disadvantages. And there's a lot of ways you can do that. I think for 99% of the business is out there, they realize it for those that are still a little bit conservative or little bit timid may not have, but there will be at, just like with any other people. If you're you know you're having a conversation out there in public, there are those who will be quiet there. Those who won't engage with you. There are those who will agree with you. There are those who will disagree with you, and it's really about dealing with the disagree Er's. You know, this is why you have social media for customer service to deal with these people. You know, I think because especially on Twitter, it's a public conversation. But Then again, you could do a research. A you know, a search, the history of someone's tweets. You can find out pretty soon as this person just a complaint and trying to get money out of you. Or are they a legit customer fan? That's really trying to give you some feedback and some good advice, And that's really where it comes down to. Ah, lot of common sense and doing some research. The beauty about Social Media's weaken. You know, we can research this person, this business across multiple platforms, and if you think they're a newbie and they have no say and they're attacking you, you know how to deal with it at the end of the day. Unfortunately, I like to consider social media and open public conversation. But at the end of the day, we come down the having to block people block people who are attacking us. Sending negative thoughts are way. What have you and it's OK to block people. I don't like to do it that much. I like to keep The conversation is open, but at some point you could only leave it open so much with someone that is just going to waste your time. So I bring these points up this week because I want you to understand I want to sort of see the world from where I see it. And as your business gets more active in social as a content creator as an influencer, you will have to face the same issues. So be prepared. Take them with a grain of salt unless they are a true customer. Offering truth. Be back on dhe truly need to be dealt with. But for the others, you know, be prepared. A little bit of common sense goes a long way, and you definitely want to protect your brand reputation in your brand equity. So you might not want to be as public as I am when I sort of reach out to these people. But you understand that there's a lot of people that need to be educated. There are negative people out there for whatever reason, and I think we, as those who look to re benefits from social media, almost have a responsibility to keep social media. Ah, positive, educational, resourceful and social place. I plan to continue on my mission, and part of that mission is obviously through these podcasts, I know when I posted about these two Twitter people on my Facebook page or my personal Facebook profile, I should say that there were many, many, many friends who came out who talked about similar experiences but also said, Don't let them get you down Block. Um, forget about him and that sort of the best. The best advice I can offer you as well as you get deeper and deeper into this amazing, amazingly complex but yet amazingly positive world of social media. That's it for today, a little bit different angle that I normally talk about. But these are sort of security privacy. These air still issues that are very, very important, especially when you operate in such a public space. So looking forward is and more great content next week until then. Wherever you are in the world, you make it a positively social day. But everybody thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please contact Neil Schaffer at Neil at Maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social media. C o e dot com Thanks again and make it a social day.