Greetings!
It's summer at last. It arrived just in time, as the first signs of autumn are already upon us. The last robin left yesterday, or so I imagine.
This is the first issue ever in which the two main articles in Web Words are different parts of the same story. In the first, we share a discovery about how to get value from social networking. Ask good questions. The second article is about the content of the responses to our question, which was about both naming things and dealing with clients. Folks on LinkedIn had some good ideas to share.
Be sure to click through on the link to Jan V. White in the second article and scroll down to the discussion at the end. This is a great story of reconnecting. Read more about it in the September issue.
In the meantime, enjoy the last days of summer. Then its "back to school."
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 Ask Good Questions
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That's my mantra. I practice it as a consultant and evoke it at networking events. But until recently, I didn't realize that asking good questions is also the secret to getting value from social networking. Ah the Holy Grail--how to make all those online hours produce a business benefit.
As research for this article, I conducted an experiment inspired by LinkedIn's recent introduction of subgroups. Both the Albany, NY Professionals and IVY GROUPS--The Professional Network for Ivy League Alumni--quickly added marketing subgroups as soon as the functionality became available. I asked the exact same question of both groups. I was curious to know if I'd get a response (the majority of questions don't), and also I wanted to know if there was a difference between the answers from each group.
Bold Words
The title of my question was: "Bad client decision. What would you do?" I chose the word "bad" on purpose. It's not a word you see in print a lot--very judgmental. But I wanted strong language. Then the call to action. My assumption, which proved accurate, was that readers would resonate with the statement.
All true. In fact, I got a total of 13 comments--7 from Albany; 6 from the Ivy Leaguers. Several people in the local group praised the question and all contributed useful answers. (See next article for the content of their responses.)
Better yet, I made two very nice new connections with colleagues in the Midwest and far West. No idea if business will flow between us, but the purpose of social networking is to expand networks and I did.
Group Comparison
There are 1,744 members of the Ivy subgroup and only 112 in the Albany group, so there's a major size difference. In fact, the Ivy subgroup is about the same size as the main Albany group. Although the Ivy group is geographically dispersed by its very nature, and many members hold significant positions in major corporations, I didn't really observe differences in the quality of the responses.
Bottom line, check out affinity groups on your favorite social networking sites. Join up and contribute. Ask good questions and answer ones your colleagues pose. You may not get new business, but you're likely to expand your knowledge and make new friends.
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Advice from Strangers
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When I asked two different online marketing subgroups the same question (see article above), the answers were not only consistent, they were actually useful.
Clients often involve me in selecting a business name or newsletter title. It's a delicate exercise. Since I work primarily with solopreneurs, their business and their persona are often intertwined. The decision can be emotional--sometimes even irrational.
Test, Test, Test
My online advisory group strongly supported testing options with my client's customers. In fact, there was an interesting sub discussion about whether a survey or a focus group was the right approach. The consensus was use a focus group to brainstorm name possibilities, but a survey to test alternatives. Makes sense to me.
Respondents pointed out that the consultants' role is to provide the best possible input based on the engagement's objectives, but in the end, it's the client's money and they make the final decision. If you can't persuade them, make the best of it or fire the client. Yes, they said there are times when you need to walk away.
What's in a Name?
Gaynell Grover made this comment: "As we know, a good name is good for business, but a weak name alone won't sink it. If your clients are too attached to their name choices to give them up, perhaps adding a descriptor or positioning line could help make up for any communication deficits."
My strategy exactly. Years ago I worked with a great graphic designer, Jan V. White. He used to say: "You can't make a silk purse out of a sow's ear. But you can make a nice little hairy purse."
Thanks to Pat Ryan for these useful suggestions for picking a name:
1) Make sure the Domain Name is still available
2) Say what you do in the name
3) Be sure a 3rd grader can pronounce it
Clearly, Shawenon Communications wouldn't pass that test, but I'm not changing it now.
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| Web Tips |
 Ever wish a band of angels would come to your place and take away all the things you don't want? They will. All you have to do is join your local Freecycle™ group and post what you want to give away.
Founded in 2003 in Tucson to reduce landfills, the nonprofit online community has grown to nearly 5,000 groups in 85 countries around the world with over 7 million individual members.
Not only can you give, but you can ask for what you want. Some recent requests from my local group include flowering perennials, a picnic table and an air conditioner. Offers include a cordless phone, jigsaw puzzles and a convection oven!
Do you have a favorite Web site or a tip for living well online? If so, please send your suggestions for future Web Tips. Thanks in advance.
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And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of email marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service.
Thanks for reading. If you liked this issue, please click on the Forward email button below to share this newsletter with others.
You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. Be sure to send us a copy, too. If being reproduced electronically, the following link must also be included:
www.shawenon.com
Sincerely, 
Susanna Opper
Shawenon Communications
413-528-6494
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