Let's quickly breakdown the 3 Social Media Platforms you should be actively engaged in right now, and then I will teach you how to integrate them and spend as little time possible creating large hoards of friends, so you can tend to the party and reap the benefits of being "the host with the most".

1. Twitter-Keep this one basic. It's FREE. Try to register your real name. Such as www.twitter.com/johnnyschrunk (yes, you can follow me). No one wants to be friends with a "secret code name", number, acronym, etc. It's like an email address. No one cares what kind of car you drive, or your birthday or nickname or favorite pet. Be transparent. Be easy to find. Be you. This is essentially a 140 character limit instant messaging platform that allows you to make large quantities of friends and share valuable information. It's extremely "viral", making it a powerful marketing tool for your business. For those already registered, learn to love the "retweet" function. Save good articles you find and share them; if you find articles of value to you, which you received from a friend, share those as well. Twitter is a great resource for accumulating resources in mass quantities. You will see questions answered in seconds. HINT: You can "search" for people and/or an industry and go "follow" them. Not a lot will follow you back at first. Become trusted by providing good valuable, ready-to-use information, and you'll soon have people following you in your sleep. How's that for creepy cool?

2. Facebook-I will delve into advanced social media soon, however right now, understand that the concept behind Facebook is what you make it. For me, it's not personal, it's business. Using Facebook for marketing your business is on the brink of exploding. If you have a Facebook page now, I would suggest starting a "fan page" for your business. If you don't have one, start both right away. You have to have a personal page to start a fan page. There are many perks to doing so, such as building a customer list without using email, gaining in-depth information you don't need to ask for, and of course the opportunity to build trust and integrity with very little effort. Your contact is wider reaching, never ending, and you CAN'T stop it from GROWING. This is the big "aha" moment for sales professionals. This is a powerful marketing and sales tool that cannot be ignored. Facebook is the largest social media platform, but Twitter is gaining at lightning speed. Use them both.

The important thing to understand is that none of these social websites are going to be beneficial marketing strategies if used alone. They can and should be integrated. Free applications such as "Involver" can do this for you. Just do it, or better yet, have someone else do it for you.

3. LinkedIn-Until recently, LinkedIn was moving at a slow pace, albeit it's probably the most widely used social media within the trucking industry today which is why it would be a wise decision to jump on board now and get going. It's perceived to be more "business oriented" and has limited capabilities for creating mass contacts. It is most beneficial when used in conjunction with the above media platforms; because it allows you to exploit your business in ways other media cannot. Many folks set it up and then don't check it for extended periods of time. It ends up being a small rolodex, which is ultimately useless. LinkedIn, if understood, can be an invaluable recruiting, sales and marketing tool. Extremely invaluable. There are groups you can join and network within specific niches you wouldn't normally have access to. Like Facebook and Twitter, I will dig deeper into the power of actively using LinkedIn to boost bottom line profits in the near future. Until then, get connected and learn the basics. Understand the concept and then outsource it. You need not spend more than 20-30 minutes a day total, if you're doing it by yourself. It's the best 20-30 minutes per day you're spending working "ON" your business. Just stay at it.

There are many other media platforms that provide robust strategies for progressing your trucking business and we'll discuss those in the future. These 3 social media platforms if used in conjunction, actively, will not only provide positive exposure your business would not normally receive, but also boost your company's SEO rank, build a pre-qualified customer base and strengthen overall communication with customers, drivers, dispatchers and most importantly, your spouse!

If you're working your tail off, working on your business, implementing new blogging and website techniques, using social media for sales and marketing, and just flat out working smarter than ever, you won't be surprised with my last statement. You "get it". For those still struggling with the economy woes, those intent on "waiting out the storm", and those unfortunate ones that remain "victims", thinking things are going to "turn around" or that we're in a recovery, you're probably, eventually, and most certainly, going to stand up and take notice. Just don't be late for the party or you might miss the best part.

In my next blog I'm going to jam some gears a bit and reveal some secret strategies for "How to Please Your Drivers and Spouse at The Same Time".

First, let me say that I've come to the conclusion that apparently, common sense is not that common. We tend to make things A LOT harder on ourselves than they need to be. We worry (first) about "how can I do this", "how will I have time to do this", "is this new stuff really worth the time investment"...blah, blah, blah. This industry is still vintage in many facets. Technology is changing so rapidly that it's literally putting companies out of business overnight. It's worth sitting up and giving one ear to this if you've been skeptical of social media. Your business could eventually depend on "out of the box" strategies that differentiate it from the competition. And if it doesn't depend on it just yet, it's like any new business strategy, it's REQUIRED, regardless of economic conditions.

There is an ever-present aura of fear in business today and what I have learned is that there is zero profit in fear. In order to successfully envision, take action and produce quantifiable results (i.e. boost net profits); the mind has to be conditioned to think "fearlessly". There cannot be any question about "possibility". Do you recall my SPEED + ACTION post? Don't be an "over thinker". I was just as guilty but I am learning (fast), trying and applying. Testing, testing and more testing. I have received great feedback and direct questions from my previous blog entries which led me to this philosophical "right brain" blog introduction; frankly, YOU need to get YOUR head in the game and "find the zone" as quickly as you can; and, get that head trash out that is preventing you from laser-beam focus. Don't wait. Harness the opportunities before they're gone.

Try to think of "social media" in the context of "social", meaning FRIENDS (i.e. relationships). How many parties (work or personal) have you attended in the last couple of months, where someone comes up and starts talking to you immediately about what they do (essentially hard selling) with the distinct gut rotting feeling they are trying to SELL directly to YOU? If you're like me, this pisses you off, right?

What you really prefer when you meet someone is to learn HOW they know who YOU know, who THEY are, and make friendly, fun, relaxing, and sometimes if you're lucky, intellectual conversation. It's not about "prospecting". Skepticism is at an all time high. Besides, you know at some point, when you're standing over by the grill, having a cold beer, someone is inevitably going to ask "Hey, what do you do?"

Now it's OK to tell them "what you do", but be brief. If they're interested, they might ask you for a business card, email address, or phone number. Now you have a warm lead or valuable connection, with a relationship established...and you weren't an a$$hole either! They KNOW, LIKE and TRUST you. The big lesson here is, don't stop "creating valuable relationships". They're the bridge to future opportunities and profit.

In my next blog I'm going to go into more detail on how you can start leveraging three social media platforms: Twitter, Facebook and LinkedIn.

In this blog I'm going to share some "insider secrets" on ways you can start leveraging your own "BLOG" as a way to create market differentiation between yourself and your competitors. Take notes. This is FREE and powerful stuff, that if done right, will pay off BIG.

The blog is probably the biggest thing to hit the online world since the birth of search engines (i.e. Google, Yahoo, etc.) but enough about ancient history. A blog is basically a website with a couple differences. The first and biggest difference is that you have the ability to instantly add or delete information. It's as basic as having a pencil and piece of paper (with eraser). You need NO experience. The second difference is that you can "feed" your blog to other sites, so those sites will automatically be updated with your new information (i.e. your own website, affiliate, sister company, etc.); through RSS feeds (Real Simple Syndication). This is nothing you need to learn, it will do everything for you. Think K.I.S.S. Keep It Simple Stupid. And lastly, your blog allows YOU to communicate with YOUR readers (i.e. prospects, employees, drivers, dispatchers, Safety Director, etc.) by allowing them to post their own comments on your blog (if you choose to allow this).

Remember, YOU don't have to write your blog. Just understand how it works, implement the idea, and delegate it. Let others blog as well. You can also use a digital recorder (I prefer the Olympus DS-40) to record your thoughts and have it dictated; or, use voice recognition software (Dragon) that dictates it for you. Are you running out of excuses yet? If you made it this far, you can do it. All the naïve ones quit reading after the first paragraph.

Starting a blog is as easy as getting a US DOT number. It's THAT easy. There are no excuses today with the likes of Typepad, Blogger (easy to use), and Wordpress (the latter I prefer; slightly more advanced capabilities but still user friendly). Because anyone can START a blog, it's that much more important to put in a real, genuine and consistent effort (remember, some of this CAN be outsourced). The immediate benefits of a well laid out blog with fresh content (HINT: fresh, i.e. once per week) include increased traffic to your website, improved sales through increased SEO (search engine optimization) that you can't get easily to your website through Google, new audiences and niches (think freight and traffic lane diversification), links to other blogs, Facebook (Business Fan Page), Twitter, Youtube and LinkedIn (more on these later).

You can set your blog up in less than 5 minutes by doing two things:

First, establish the reason for creating your blog. Remember, you CAN create more than just one (i.e. separate blogs for separate departments {safety, HR, dispatch, operations, maintenance} which could be used internally or be open to the public). There's value in having multiple blogs for increased exposure, SEO; and again, NO charge.

• Are you trying to drive sales traffic to your existing website?
• Is the blog going to be used for customer service, dispatching, safety training, or HR?

Next step, decide which blogging service you prefer to use. I would prefer one of the three I mentioned above. Decide. BAM! Congrats, you're done creating your first blog.

There is a lot more to blogging, and I could talk for hours as I do with my Mastermind Trucking Groups, but keep it basic right now. Just take action and implement it. Don't wait, or you know you won't get to it. Will you?

Here's My 5 Secret Strategies to Ensure Your First Trucking Blog Remains Successful:

1. Keep it fresh. Don't start a blog unless you can devote a little time to it each week. It doesn't have to be more than 20 minutes per week. If you don't have that, you probably have 20 minutes in your vehicle while singing to yourself, to record some random musings (fun to listen to later), and either download or have your assistant, spouse, kid, etc. type them up for you. HINT: If you're messing around with it, be careful who you have type it up for you.

2. Exploit and promote yourself. Why wouldn't you? Marketing is everything and everything is marketing. Put it OFFLINE as well as online; in magazines, publications, marketing materials, newsletters, business cards, paycheck stuffers, anniversary cards (well), etc. For more advanced users, but still very basic, "ping" your blog through "pingomatic", promote through technorati, blogwise, and blo.gs. OR, (get ready, this is an innovative idea) have someone else do it FOR you!

3. Connect with people. The blog is very "human"; much more so than your website and allows you to communicate and connect with people where your site will not. It's a place to meet people, converse, become friends and colleagues, venture in partnerships, and most importantly, to build trust and integrity. Make it a place that people WANT to come to. A place where they can get good, valuable information that they can immediately put to use in their business.

4. If being you means being controversial, then for goodness sake, jump in with both feet. Being normal is being boring. Differentiate yourself and challenge the systems, industry norms and opinions. It's YOUR blog, be yourself. Business today can be REAL "stuffy". Who wants to be around "stuffy"? Leave something on the table.

5. Make sure your content is GOOD and relevant to your target audience. You're not going to please everyone and you don't need to. Provide valuable information, links to other sites and resources and the good ones will keep coming back. To keep traffic up, it can't just be a relative topic, it must be valuable, informative, ready to use, and yes, even controversial at times (of course within reason).

In my next blog, I'll be delving further into the infinite benefits of "viral social media", how to easily and efficiently "connect the dots between the most important social media platforms" and how to use these techniques to capitalize on the insanely vast amount of marketing opportunities "up for grabs" in our trucking industry today.

In this blog I'm going to start breaking down some simple ways you can start leveraging the Internet and new media to create some market differentiation between yourself and your competitors. We visit thousands of transportation companies every year, helping them improve their businesses and one of the areas we can help folks out with right away is with their on-line presence; the first being the "website".

The first rule to remember about building out a website (besides the fact that YOU aren't going to do it, someone ELSE is) is that new prospects don't really care WHO you are; they want to know WHAT you will do for them. If you can do it, and do it well, then you might have a long term relationship. As cliché as this may sound, it's more true today than ever. It's not personal, it's business. It's about trust and integrity; and profitability. We have many customers that have been with us for over 20 years with no turnover. They aren't customers just because we "love" and nurture them. They're our customers because we give them what THEY want (quickly) and what they EXPECT from us; better than our competition. You can "talk the talk" all you want in your website, but you better back it up through reputable sources and testimonials from the movers and shakers in the industry. Too many trucking websites exploit the WHO, and not the WHAT. Switch this around, and you'll stand out.

Telling prospects about your multi-generation family ownership isn't an effective way of creating new sales leads, nor is an award, education or wall of credentials. The economy has leveled the playing field. It's about RESULTS. You can tell them "who" you are (be brief please), but more importantly, tell them what you have done that has consistently produced quantifiable results. Make it known. Want to stand out in the crowd of Shippers and Underwriters? Here's a tip, let them know you have a SATISFACTORY Safety Rating right up front on your home page. Make it BIG. Put your company stats where they can easily be found. Most of it is public information and they'll get it anyway. Give them the "goods". Make it EASY. Exploit your Safety Record, OOS Rates, Accident Frequency Rates and Turnover. Prove you're not hiding behind anything. Do you know your Operating Ratio? Step up to the plate and challenge your competition. Post testimonials. Avoid start-ups unless they can back it up with facts, figures and testimonials. Would you want to do business with a company just because they've been in business for 100 years and they have 5 generations in the business (with no other references) or would you like to do business with a company who has a 10% driver turnover rate, Out of Service Rates well below the National Average, a zero Accident Frequency Rate and a Satisfactory Safety Rating? If they can't provide testimonials, it's a waste of your invaluable time and if you recall my last blog post, you're not supposed to be working on this new website anyway my friend; you're suppose to delegate it, right?

Here's another tip to get you rolling. Your local web guy is most likely charging you an exorbitant amount for a website with no ROI. Hint, Hint: Outsource it on-line! Places like 99 Designs, can crank out websites that will fit your company and most importantly your budget. We regularly see front to back sites complete for under $200 bucks, and these aren't choppy "template" websites where some other company has the same site as you. These are top shelf Web 2.0 sites (meaning interactive and personal) that grab attention and turn heads. Media today makes it easy for anyone to research a person and/or company. You can't hide. If you're not hiding from anything (or anybody), for Pete's sake, EXPLOIT IT! This is the only way you can truly separate yourself from your competition. The days of "resting on your laurels" are over. Your choices and decisions must be deliberate, intentional and very quick.

In my next blog, I'll be sharing some insider secrets into the new media, specifically blogging, which will drive traffic to your brand spankin' shiny new website and ultimately launch your sales and marketing into a whole new stratosphere.

4. Get AWAY from your business. Admit it, the last few years (at least) have felt like being in a "grinder". The only way to clear your head and get those "idears" that are rattling around to stop and come out, is to step back from the daily grind. In order to work ON your business, you're going to have to get OUT of it. Trust me, I know it sounds scary, but you'll never do it if you don't decide you're going to and just do it. There are too many distractions and bad habits that have formed over the years. It's a straight jacket. It's time to escape. Try working form elsewhere for 1 or 2 days per week, just as a start; and then work your way up. Remember delegation? Let it go. Nothing is THAT serious over you working ON your business and personal life...is it? For some, this may mean a transition of personnel. It's natural. Do it. Move on. Define your goals, business and personal, clearly. A lot of people have never really done this. They don't REALLY know what they want because they're too worried about surviving. They have to stop living out of their company and start really working on a solid platform of cash flow vs. floating. Worrying about things is a waste of time and negative drain. Make sure you have the right people surrounding you with support. If they don't support you, then get rid of them or put them in a different position which doesn't require their opinion. Harsh? Naw, reality. The only opinions that matter in your business are from the people that give you money (i.e. your customers). Be a leader. Give your good people MORE authority to do things and make decisions. Eliminate all the time-sucking and unprofitable stuff you do each day. Outsource the rest. Guard YOUR time. I repeat; DO NOT let anyone waste your time. Time is the one thing you have total control over, and with only 1,400 minutes in each day, you must guard it to the utmost.

5. One of the most compelling messages (and useful) I've ever received was from my own business coach, who said something along the lines of "you're the sum total of the five people you hang out with regularly". Now, my personal take was, if I'm spending time with my family then that's not all that bad; however, I realized the real meaning was in the "other" side of my life. The WORK. It's true. Think about that statement for a minute. Like it or not, it's true, and it's either been great for you, or it's holding you back (majority are here whether they acknowledge it or not). Be cautious of who you take advice from. We preach this in our own mastermind groups. Ask yourself, are they really doing THAT well? If they're advice is so good...hmmmm...get the point? Don't feel bad, I was there not too long ago. You don't need to ditch your buddies. You just need to surround yourself with successful (sharp and savvy) people in your niche; people that will nurture you along and help you. It's not always a good thing to be the smartest guy in the room. After all, what is there to learn? My advice, join a mastermind group. Make an effort of getting together with that person you admire and respect. Buy em' dinner or a drink. The return on investment will be priceless. Ask a lot of questions and don't chase success; let it chase YOU.

6. You don't know what you don't know. I wasn't a reader growing up. Like a lot of kids, it didn't seem interesting at the time. I never understood reading for pleasure (I guess I still don't); BUT, I can tell you that surrounding myself with successful people has taught me exactly why struggling people buy BIG TV's and successful people BUILD libraries in their house. I've done more reading in the last 12 months, than I have in the last 12 years. The reason I can read more, is a direct result from implementing the tips I've shared thus far. Outsourcing, delegation, etc. The time I spend on reading is minimal. I focus on topics that are of interest and value to my business and then I implement them as quickly as possible; or I delegate them to someone for implementation. Remember the mastermind group? There's a lot of new "stuff" out there today such as Social Media (Twitter, Facebook, LinkedIn, Blogging, YouTube, etc.). These tools are critically beneficial in your businesses today, and their FREE. To ignore their presence is naïve. You don't have a choice but to learn what they can do for you, and then have someone do it FOR you. Don't wait. Educate yourself. Spend time learning and educating yourself in new areas that will benefit your business. I'm learning more and more each day; does this make me an expert in all these areas? Absolutely not, but I can tell you that I know a heck of a lot more than I did before and that's going to help me and my businesses with what's headed our way and a long way down the road. I've met a few guys in this industry who really think they've met everyone there is to meet, know everything there is to know about trucking, and well, let's just say "they have a big TV". Your trucking company today is where it is and is making the amount of money it is, because of the choices you made and the effort you put into running it. Any excuses of the economy did this, or the economy did that, are BS. Don't be another "victim". There's not much room for more whiners. Whether you're doing phenomenally well right now, or you're living out of your business on a negative operating ratio, it's never too late to grab the bull by the horns and learn something new. Just do SOMETHING with it.

7. Invest in YOURSELF. Since really making the decision to take "action", I've realized that I do go to a lot of seminars and workshops (preferably WORKshops) and I will continue to do so regardless of the expense. You don't know what you don't know. Ninety-nine of the people that go to events feel great when they are there, but then do "nothing" upon return. Do one single cottom pickin' thing and I guarantee you, you'll see an ROI. I try hard, and I mean hard, to surround myself with people I feel are smart and successful, sharp and savvy. Heck, they're fun. I run my own mastermind groups and these people are really fun, and really smart! These are the REAL movers and shakers that produce results. You know the guys, they "walk the walk" and "talk the talk", and they can back it up. I steer clear of exhibit shows and board meetings; but that me. Get your head out of the media and politics. You can't help anyone, let alone your business, if you can't help yourself. Workshops and mastermind groups are productive. That's what businesses need today; productivity. Be a fearless leader, know what you want, arm yourself with knowledge and got out and get it. Opportunities have never been greater. It's all up to the choices you make and the effort you put into it.

In my next blog I'm going to start breaking down some simple ways you can start leveraging the Internet and new media to create some market differentiation between yourself and your competitors.