Here is a peak at the list. Read the entire article here.

1. Encourage user-generated content.
2. Make it shareable.
3. Keep relationships the primary focus.
4. Provide value.
5. Create excellent content.
6. Use social media strategically, not casually.
7. Keep it short and simple.
8. Measure–and measure again.
9. Market your social media presence.
10. Be patient.

What words of wisdom would you add to the list?

If blogging is so important, why do 95 percent of people abandon their blogs? Simple. It’s hard work. It’s tough to stay on top of it, do the research necessary to understand what your audience is talking about it, and put something of value in 200-400 words on a regular basis. Even though it is hard, I can say with certainty that it has been the single more important tool I use to sharpen me personally and professionally.

It’s not easy. People think that blogging is free, so it’s not that valuable. Not true. Because blogging is free and accessible to anyone with an internet connection, a ton of people start blogging. But again, the statistics tell a bigger truth. Discipline defines those who benefit from blogging and those who just give up.

Commitment separates those who have enough conviction about what they want to say to do it consistently. Commitment also disqualify those who aren’t deeply committed to the conversation.

Is what you want to say worth the effort of blogging? If you’re answer is no, then you also haven’t earned my attention either.

• 10 things you should never do on Twitter, Facebook, or Google Plus
• What hashtag will people use at your funeral?
• 5 new realities of marketing you can’t ignore
• Social media should lead to personal interaction
• A new approach to church budget communication

If you’re a regular reader and have a favorite not mentioned above, I’d love to know which post was your favorite in 2011.

My dream of how eBooks might provide an easily sharable way to spread a very specific message started with Push the Limits of Church Funding. It has developed into a powerful tool that is helping people expand their platform and easily distribute their message to an even wider audience. One of those “success experiences” has been publishing with Tony Morgan.

Here are the top 5 eBooks I launched with Tony Morgan in 2011.

1. Developing a Theology of Leadership
2. The Leisure Suit Trap: 8 Reasons Your Church Is Stuck
3. The New Traditional Church
4. Big Churches Getting Bigger
5. Hanging Up The Leisure Suit: How To Get Unstuck

What would you like to see Tony write about next?

• You pay for cable TV.
• You rent movies.
• You subscribe to satellite radio.
• You buy books.
• You subscribe to magazines.
• You join organizations for exclusive information or insight.

Do you like free content? Of course.

• YouTube videos.
• Facebook and Twitter.
• Blogs.
• Enewsletters.

There is definitely a place for free content. And there always has been.

There is definitely a place for paid content. And there always will be.

The decision to charge or not to charge…to download or not to download…is largely guided by the value perception of the person who will consume the content, not the one who created it. You can’t sell me something I don’t want…even if it’s free.

As the French Proverb says, “The more things change, the more things stay the same.”

Where do you fall in the paid vs. free content debate?

People don’t wait to meet you in person or stand in front of their mailboxes in anticipation of receiving your direct mail letter or preview packet. They go to Google. If you’re not there, you don’t exist. Whatever is there will shape their perception of you. Sorry.

When you decide to expand your digital presence, be very intentional, strategic, thoughtful (insert whatever over-used business word you can think of here) about how you do it. People will make up their minds quickly, and you most likely will never have the chance to chime in an defend yourself.

What are your first steps?

• Purchase a vanity URL. (e.g. www.yourname.com). You can’t underestimate the power of your personal brand. It is also the easiest way for people to find you online. Unless you have a name no one can spell, leverage what your parents gave you.
• Sign up for a free blog on WordPress or a micro-blog on Tumblr. Don’t feel like you have to spend money with a graphic designer. I had been blogging for five years before I ever hired a designer to create a custom site.
• Commit to a regular posting schedule. Even if you only post once a week, do it consistently. People who stumble upon your site will notice if you haven’t posted in weeks, months, or years. A lack of regular posting schedule suggests that you really aren’t committed to what you’re doing.
• Become an advocate for the person you’re trying to reach. Spend time with them. Find out what they are reading, what movies do they watch, what do they talk about, and what questions are they asking. The better your questions are consistent with the questions of the people you’re trying to reach, the more authentic and effective you will become in your efforts.

What advice would you add for those just embarking on establishing their digital real estate?

1. Nothing will last forever.
2. Everything will change.

No one knows where this marketing train is headed. New tools are introduced — it seems — daily. There is little chance of establishing “normal” because the second you stop looking for what’s next, you fall behind.

The biggest trap we can fall into (and I’m tempted just like you) is to become married to the tools and the process rather than keeping my focus on engaging people.

“Social Media” without “social” is just media.

Are you obsessed with tools and technology, or are you investing in a lasting asset…relationships with real people?

There was a time when desktop computing skills (remember that phrase?) moved from optional to a requirement. Then, employees had to understand the Web. Now, no organization can afford to hire people in their marketing department who don’t understand social networking. My prediction is that every new hire for any professional position will one day have to demonstrate a proficiency in social media.

It’s a choice that the consumer, donor, or client has made for you.

Below are five new realities of marketing you can’t afford to ignore:

1. Every company is a publisher. Like it or not, you are now required to create downloadable PDFs, white papers, case studies, blog posts, social media updates, etc. Your future (and existing) donors, clients, and customers are more likely to find you than you are them. You can’t become a thought leader and not publish. And a strategy of spreading your message one person at a time won’t keep pace with the ever-changing digital landscape. You simply can’t scale outside of digital publishing efforts.
2. Every public profile should have a digital presence. Determine who the individuals are who are your spokespeople. This isn’t limited to nonprofits and senior executives. These are the people who are most likely to interact with your core target audience on a regular basis. People will want to follow them on Twitter, read their status updates on Facebook, and connect with them on LinkedIn (and maybe even Google Plus). This helps “the rest of us” stay connected and gain trust with those who live on the platform. If you don’t have a digital presence, in a sense, you don’t exist.
3. Every marketing campaign should begin and end on the Web. I’m a huge fan of print media. But I also know that your digital real estate is the most valuable property your company will ever own. Your print campaigns should be an extension of your Web presence. Any call to action should include an opportunity for people to respond online in some fashion. No company wants to miss out on the excitement of a new customer, client, or donor sharing their decision with their social sphere of influence. You can’t buy that kind of advertising and promotion.
4. Every new staff member must, at least, understand social networking. I recognize that there are positions that may not immediately connect with social media. But what if I could communicate with my mechanic via Twitter instead of the phone? Or what if I could receive regular updates from my running coach via short videos on his or her YouTube channel that demonstrated technique? It goes without saying that every marketing new hire must understand social networking. Things are moving too fast to hire someone and then “teach them the ropes.” But don’t limit social networking to your marketing department either.
5. Every company must consistently create great content. The world of inbound marketing demands that companies “feed the beast.” Consistency and frequency of content is what search engines crave. This is not a sprint; it’s a marathon. Your ability to execute an editorial calendar consistently will not only boost your SEO, it will also separate you from your competition. Few companies are doing this well right now.

How are you changing your staffing strategy to account for this shift in marketing?

I’m amazed at what people allow themselves to say and do online. What further complicates things is that my parent’s generation see digital communication as an “extra” and the generation just behind me sees it as commonplace. Topics and statements one generation would never say in public wouldn’t be given a second thought by another, even when posted online.

This is a list of things I’ve observed take place online that — in my opinion — should have never taken place:

1. Fire someone.
2. Get into a battle of words.
3. Share confidential information.
4. Negotiate a contract.
5. Reveal business development strategies.
6. Clarify expectations.
7. Complain about a client, boss, or coworker.
8. Condemn a competitor.
9. Trash a brand.
10. Spread lies.

It may be uncool but sometimes it’s better to pick up the phone or schedule an office visit. Some things never should be said in an email, tweet, or text. Agreed?

What would you add to the list?