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Editor’s Note: The following is a guest blog post by Larkin Grant, a marvelous millennial whom I met on twitter.

Recently, I went to meet a friend at a bar and arrived first. What was my first instinct? Check Facebook  and foursquare to see if I knew anyone around. In 2 minutes I was sitting with friends. All because they revealed their location to the world.

As kids, our parents taught us not to share personal information with strangers. So why are millennials now publishing this information?

Tech Invasion
We share because it has become the norm. Millennials grew up with technology, claiming it as part of our generational identity.  While earlier generations bemoan technology’s invasion in everyday life, millennials embrace it, even sleeping with their cell phones. This connection to technology make millennials much more comfortable sharing personal information online, with 69% revealing sexual orientation and 78% revealing relationship status online.

The New Connection
Putting personal information like your location online seems little different than telling your friends in person because the way we communicate has changed and expanded with technology. We are communicating with friends en masse and if the world sees it too, millennials accept that. 91% of millennials make their check-ins public.

This shift allows for accidental meetings, like my Saturday night. Checking in sends an implied invitation to friends everywhere to come out. To a generation that hates to wait, this efficiency is extremely appealing.

This is not to imply that millennials are posting social security numbers online. We walk a fine line with information sharing. We may willingly disclose our relationship status, but if a company asks for our email we will baulk. Unless they offer something in return.

Brand Me
Millennials are rewriting the advertising rules. We want interaction with brands. 43% of millennials have liked more than 20 brands on Facebook. Simply releasing an ad is not good enough. We know that we a valuable demographic, and if companies want information about us, they have to give us something in return: a discount, an exclusive, to make our breach of privacy worth our while. 71% of millennials liked a brand on Facebook just to receive an offer.

Millennials do value privacy, but it is a privacy that looks very different than 50 years ago. We are also willing to give up information for the sake of convenience and social connections.

Larkin Grant

Larkin is the Community Manager for Our Valley Events. Larkin’s passion is for all things technology, changing the world, and cupcakes. She is very involved in the young professional scene, both locally and nationally. Locally, Larkin served as the Hospitality Chair on the Huntsville Young Professionals board of directors and is a recent graduate of Connect Young Professionals. Nationally, she recently co-founded Millennial Chat, a forum for young professionals across the nation that hosts weekly Twitter Chats on a range of topics as well as a blog written by Larkin and her co-founders. You can read her blog here.

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"Lucky" checks for Facebook updates

Anyone watching Sunday night’s Super Bowl (and that would be 111 million of you by last count) knows that the show’s advertising went “to the dogs.” The old adage of “babes, beasts and beauties” was as prevalent in the social-media-heavy Super Bowl XLVI as it was long before twitter and Facebook were ever created. Dogs were riding in trucks, surviving the end of the world, running on treadmills, admiring themselves in mirrors, chasing cars and wearing running shoes. Clearly, man’s best friend continues to hold a high place of esteem and reverence (at least in the eyes of today’s advertising exec’s.)

All that got me thinking about tips I’ve gleaned from my own dog, “Lucky.” A 17 month old Jack Russell Terrier mix can teach us a lot about relationships. I’d like to share a few things I’ve learned with you and welcome your comments.

1. Be a good listener-  I talk to my dog. His response? Mostly he just looks, listens and nods approvingly.  In addition to making me feel better,  he’s there for me to sound out ideas. Do the same for your clients. Listen, and you’ll learn a lot.

2. Bark only if you have a good reason- I’ve never been able to stand “yippy yappies.” Whether it’s a dog or a person no one likes someone who’s always barking. Too much yakking gets nothing accomplished. Remember, if you can’t say something nice about somebody don’t bark at all.

3. Show people you love and appreciate them- There’s nothing like  a wagging tail, nudge or hand lick to know you’re appreciated. Think of ways that you can do this for your customers, co-workers and family members.

4. Exercise every day- Even if it’s just a walk around the block the fresh air will do you good. Getting out in nature is invigorating.

5. Take time out to play- If you get the chance to play with your customers all the better. Whether it’s ball, golf, or simply enjoying a nice lunch together, spend some “off” time with your clients.

6. Be loyal- Show loyalty to your boss and to your customers. I always try to purchase my customers’ products, recommend them and support them in any way that I can.

7. Together we make a great team- There is no end to the things that a dog can do that you may not have thought possible. (I was astounded the first time I ever ran a race with Lucky. He was slowed only by the speed of his human!) I’ve found the collective brainpower of “we” with my clients is always so much better than either of us could do alone. Together, our creativity and knowledge can produce remarkable results.


What lessons have you learned from your pet that carry over to the business world? I’d love to hear from you.

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Have you ever felt completely validated by something? When Gary Vaynerchuck posted this video last weekit was just like he and I were stepping to the same drummer. (Nice to be validated by one of the biggest social media marketing gurus in the world!)

Wow. So personal brands have become so powerful, especially in the tech sector that big “brands” are leaving their companies and launching out on their own. Seth Godin has been hammering on this purple cow effect for years.  Tom Peters pioneered the concept of the Brand Called You long before the current social networking channels existed.

Tim Tebow in action

Today I’ll be hosting product managers from across the globe in a conversation on personal branding on Global Product Management Talk on twitter and on blog radio. We’ll be talking about the power of some of our most famous personal celebrity brands like Denver Broncos’ quarterback Tim Tebow, now ranked the most popular athlete. Tebow is controversial but he also set records not only for his game winning pass against the Pittsburgh Steelers but for the tweets per minute that followed. We’ll also mention the Dolly Parton brand as I discussed here last week. Her staying power has crossed generations and multiple communications channels. And, talk about topical. She rolls out a new movie with Queen Latifah and then Dolly announces plans for a new Nashville based snow and water park! Now that’s one sharp and busy businesswoman.

So how does a product manager or a person reading this blog begin to see him/herself in the way that the celebrities already know is powerful? First, determine your niche. There is bound to be some area of expertise that you know more about than does anyone else. That’s what social media affords us today that we didn’t have in the past.  Today we all have opportunities to be our own publishers and media outlets. Here is a good quick tips video from the AMA featuring tips from Sherri Thomas. Good luck and as we’re heading toward Super Bowl Sunday remember: once you get that ball run with it!

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Photo: BryceCanyon.com

Sunday our minister referenced that breathtaking financial company ad where the woman climbs a summit and a gigantic panorama unfolds in front of her. His sermon analogy was that the year 2012 lies before each of us as a panaroma right now.

With that in mind, this is the year to create or work on your personal brand. Tom Peters pioneered the concept with “The Brand Called You”. The points he makes in the article still ring some 15 years later (only the brand names have changed!)  As we move into another New Year let’s each take a quick assessment of our own personal brand and what we can do to better ourselves in 2012. Here are some tips I’ve provided to my clients in customized one-on-one sessions and am glad to share here with you.

  1. Google yourself- What do you find? Is it fresh? Is it negative? Does it need a PR boost?
  2. Does your image/Web site transfer to mobile? The growth of smart phones and other mobile devices will continue to explode in 2012.
  3. Who is your target audience? What communications channels are they using? Be sure you are present on them. Example: My clients are business professionals. Most all of them are on LinkedIn and there is an excellent LinkedIn Personal Branding group.
  4. Do you have an elevator speech? The next time you bump into Future Big Client X do you have a quick description ready for the business you have and the products and services your provide?
  5. How do you plan to promote your brand in 2012? How are you using your social media channels? Do they show you constantly complaining about life’s mundane things? Remember, it’s your image that’s coming through (as if you were broadcasting!) Do you have guest media appearances and public speaking engagements planned? Do you have a blog? (It’s one of the best ways to kick start your web site’s SEO!) How about podcasts? Your e-mail signature? Videos?
  6. Do you have an editorial calendar planned for 2012? Remember, you are a publisher. Now is the time to think seasonal and timely in your future writing and publishing.
  7. Are you building your brand on twitter? I’ve formed so many great relationships thanks to the magic of twitter. It’s hard for me to believe that some people still think twitter is just about celebrities and what you had for lunch. If you haven’t done so already, try a twitter chat (look for the hashtags) for a field of your interest. Neal Schaeffer provides this excellent tutorial on twitter chats. Your positive contributions on tweetchats will help build your brand in your industry group or field of interest.
  8. Dive in! Experiment with some new social media channel and meet some new friends along the way! In 2011 it was Google+ and Pinterest for me. What were some of your favorite new social media channels?

With an 8.6 percent nationwide unemployment rate more people than ever need to be sure they are building their personal brand both at in-person networking events and online.  The business atmosphere is in a state of constant change (just look at what’s happened to some of the stalwart brands.) These tips will help you be in control of the message broadcast by your personal brand, no matter what hand economic conditions may deal to you. All the best of luck to you in 2012 and remember, your personal brand is always with you!

 

 

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Christmas background image by Yana Ray

This week I get to participate in the 3six5 project. It is an international blogging project written in the style of  daily journal entries from 365 different people. 365 days, 365 points of view.  Each person telling the story of their day with a 365 word limit of course. I am eagerly looking forward to writing since the day that was assigned to me will coincidentally be a very special and important day. More on that as the day, the project and my family (hint) arrive!

P.S. The day has arrived and here is my post! By the way as I look at some of the other authors I am particularly honored to have been invited to take part in this writing project!

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This week I will wrap up the fourth and final part of my twitter 101 guest series with Maria Peagler of Social Media Online Classes. Maria just unveiled a terrific twitter infographic as part of an excellent article called 64 ways to improve your twitter marketing. It provides easy to understand information for those still baffled by twitter. In this, my fourth and final guest appearance on Maria’s twitter courses, we talk about ways to market your business on twitter. From free product offerings to regular participation in twitter industry chats with like-minded business professionals, you can grow your reach and business presence by using twitter in a professional manner.

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This is the third part of my four part guest twitter tips series for my friend Maria Peagler at Social Media Online Classes. Maria and I actually met on twitter and I’m glad to help her out (absolutely no affiliate marketing here, just helping a virtual and mastermind friend!) Maria asked me to create some guest posts to accompany her online social media instruction for small businesses and I was glad to do so. Now she’s allowing me to re-post them here on my blog. Today’s topic involves the array of free twitter tools out there and the one that is my preferred method of monitoring twitter. (Hint: Not long ago it got a lot of publicity for being bought by twitter for a cool $40-$50 million.)  For windows users here’s a good article on the array of free twitter tools available to you. Also, Mashable has this excellent article on twitter desktop apps. What’s your favorite twitter app.?

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Did you see the news that twitter is the number one social network of choice among the Fortune 500? All of the Fortune top 10 and 62 percent of the Fortune 500 companies are on twitter. As the article states they no doubt love twitter’s openness and simplicity. Facebook comes in a close second. It is used by 58 percent of the Fortune 500. As you know if you saw my video last week, I’m in agreement with the big guns when it comes to the power of twitter when building a brand. My good online friend Maria Peagler was kind enough to invite me to guest teach during the twitter portion of her Social Media Online Classes. In the second of our four part series, I discuss what a retweet is and when to use the “RT.” I actually cut this video before all of the recent discussion about journalists re-tweeting, the A.P.’s recent ruling on RTs and whether or not an RT implies consent. In my opinion a re-tweet is definitely implied consent!

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I am a twitter aficionado (I love the educational and informational resources available on twitter.) Knowing that about me, my virtual colleague Maria Peagler, who created Social Media Online Classes invited me to make guest video appearances throughout her online twitter courses. She is now allowing me to use those initially proprietary guest videos (that only her paying students got to see!) in this four part series I’ll call twitter 101.

We start the series with how Maria and I met. It was her generous offer of a free and useful scheduling gift that launched our online friendship. (Hint: people love free stuff!) Maria was a featured speaker at Tory Johnson’s Spark & Hustle conference last summer and was recently profiled by Tory as a “Daring Doer.” Maria regularly helps small business owners succeed by teaching them to use social media to engage their customers. Here then is my one minute introductory twitter video to her course.

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Editor’s Note: This post is by guest blogger and friend, Cathy Rodgers of 7wavesmarketing.

Everywhere I look, it seems the same message is being told: “invest in content,” “know who you are trying to reach,” and “the story is important.” Telling the story of what goes on behind the front door of a business is something we’ve been saying since the beginning of 7Waves. There is something unique about each and every business and there is a story that needs to be told. I invite you to take a fresh look at your business from the outside and ask yourself, “what would people want to know about my products, my place in the community, or the dedication of the founders and work team”?

Here are a few points of inspiration to help you further your brand or that of your client, along with a few suggestions for experimentation.

1. Nourish your brand: Have a brainstorming session with your team on how to boost the level of visibility and awareness in your community.

2. Find the story: Go back to the beginning and find the reason for the start of the business. This can be the foundation of a new press release or a blog article.

3. It’s more than a logo: A business continually creates and lives their brand. It’s more than a strategy or plan, it’s even beyond a vision statement – it’s about articulating passion for your own products and services.

4. Form a Partnership: One of the best examples for a partnership between a non-profit and for profit business I’ve seen was formed during a local political campaign. A local business already sponsoring a non-profit organization chose to enhance their visibility at a scheduled walk which included a table where most companies set out flyers, banners, and giveaways. In this case, the table was occupied by a political candidate, and the sponsoring company got two for one.

5. Tell your story with photos: It’s been proven that entries or posts which get the most comments on Facebook have photos. Photos create enthusiasm for a brand, make others want to be at an event, or desire the benefits of a product.

6. Promote others: Success stories not only promote your clients, but can attract future business partners, while creating good will for your business.

7. Social media: The story should be told in different ways across all researched mediums (and choosing your channels depends on the audience). For instance, if your audience is on Facebook, then you need to be there. – If you think your audience is on Twitter, then do an experiment for a set period of time and see if developing relationships there is worth your time. – No matter what method is chosen for brand promotion, it’s important to have the website and blog as the home base of operations.

So what’s your story?

Cathy Rodgers is the owner of Seven Waves Marketing, a social media, public relations, and online marketing company. She focuses on website content and Facebook strategies, and has more than 20 years of freelance writing experience for prominent newspapers, business publications, websites and nonprofit organizations.  Visit Seven Waves Marketing or look for @7wavescathy on Twitter

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“In order to be irreplaceable one must always be different.” Coco Chanel

Coco Chanel

This is the second in my series of blog posts from the Inbound Marketing Summit which I recently attended in Boston. I had the privilege of hearing some of the world’s marketing thought leaders including Youngme Moon, chair of the Harvard M.B.A. program and author of the book, Different: Escaping the Competitive Herd. Here is a video that beautifully sums up her philosophy.

Youngme told those in attendance that in order to be different we must learn to say “yes” when others say “no.” She used both Ikea and Mini Cooper as case studies showing examples from the hilarious Mini Cooper ad campaign. She said at a time when Americans were all driving gas guzzling SUV’s, Mini Cooper came on the scene and flaunted its tininess. She provided an interesting twist on the age-old advice to listen to your customers. “Customers will tell you how to improve, not how to be different,: she said. “They look at what’s offered by your competitors. If you want to be different you must resist the temptation to over-listen to your customers.” Citing twitter as a “different” example she asked who would have thought a 140 character limit would become such a popular social media platform? “Different and crazy can look the same at first. To be different is to be alone.” She concluded by urging us all to be passionate in business because, “passion is contagious.”

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Maria Peagler

Maria Peagler

 

Editor’s note: This guest post is by Maria Peagler (@SM_OnlineClass), founder of SocialMediaOnlineClasses.com, providing 24/7 online courses (where I guest teach twitter) and mastermind consulting on social media tools and strategies. After meeting on twitter, Maria and I created our own social media mastermind group and, although we have never met in person, we share ideas regularly via Skype and we hang out together on Google+. 



I hear a common theme among my clients: “Help! I’ve got a Facebook page but don’t know what to do with it.”

Sound familiar? This is especially true for the small business owner, who is already a jack-of-all-trades and now needs to add social media guru to that entrepreneurial tool belt. You’ve built a great brand; let people get to know it using these Facebook 10 Commandments that put you and your company in the place of most potential.

These guidelines cover a wide range of techniques, from starting out with the correct account type, to claiming a custom URL for ease of use and increased SEO, to incorporating your new social media platform into all of your marketing strategies. Don’t feel like you need to tackle them all at once: set small goals, about one per week, and by the end of 4th quarter 2011, you’ll have an outstanding presence on Facebook, and you’ll reap the rewards in 2012.

 

Note: 

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Friends Hands by Fabulous Shannen

Friends Hands by Fabulous Shannen

The following is a guest post by SoloPR weekly twitter chat colleague, Judy Gombita. A Canadian Public Relations professional, she is also this blog’s first international guest blogger.

Many people had primary or secondary school teachers who left an indelible mark and provided unique life lessons; I was blessed to have several such guiding lights as I evolved into adulthood.

One was a wonderfully inspiring and creative, enthusiastic and somewhat eccentric English teacher named Mrs. Rusty Ross (no, she didn’t have red hair). Ostensibly, her incredibly popular class was on Shakespeare. But amongst our (often self-absorbed) teenaged selves, we referred to it as The Class on Life. Definitely we studied Shakespeare—with a rigour and comprehension that proved excellent preparation for my first-year university course a few years later. But the real contribution Mrs. Ross gave us was illustrating how Will’s own understanding of the world, in particular people and their ambitions and motivations regarding relationships, really weren’t very different from current times.

And just like William Shakespeare created new words and understanding of human nature, so did Mrs. Ross gift us. For example, how relationships with people scale, from early acquaintances to friendships.

Evermore inserted into my lexicon was her novel word and intermediary concept: “friendlies.”

According to Mrs. Ross, your friendlies are more than acquaintances, but haven’t reached the status of fully bloomed, time-tested lasting friends. You know, the “for life” kind of friend.

Channelling Mrs. Ross when it comes to online relationships

I’m a huge proponent of the power and possibilities of social media, particularly for info sharing, networking and cultivating relationships. But I also characterize myself as a social media pragmatist. Recently, I contributed Teasing out the potential of Twitter chats, Part I and Part II to commpro.biz. In fact, it was through #solopr (one of my “featured” chats) that I met Marvellous Mel, proprietress of this captivating blog.

I respect and very much like everything I know about Mel—her smarts, integrity, sector expertise, warmth, people skills and sense of humor. Yet in my mind at this stage I still classify Mel as a “friendlie” rather than a friend.

Why?

Simply because we haven’t known each other long enough to test the long-term strength of our online alliance. Yes, we’ve moved large amounts of our conversations offline, sharing more personal information and comparing thoughts, joined networks on LinkedIn, Circled one another on Google+, etc. Despite geographical challenges, we hope to meet face to face at some stage. Not once has a touch point with Mel given me pause.

But it’s still early days.

My analogy

An analogy I often use (I believe I’m the originator, but if I unconsciously co-opted it from someone else, it’s unintentional) is that relationships are like slowly peeling an onion. Most of the time an onion’s layers are fresh, firm and sweet smelling. But every now and then you peel an onion where you hit a brown and soggy layer—maybe even a bit musty and slimy. The question is whether the onion is mainly good (after a bit of judicious editing, talks or negotiations) or if it should be unceremoniously tossed away as largely unusable, i.e., not worthy of the work or consumption experience.

If you travel or live with people you quickly learn how their onion peels out. But online relationships are different. It’s a lot trickier finding out how authentic people are regarding their online personas: how much of what they share can be trusted, ego, their core values, how they treat people (online and off) and so on.

And of course, this works both ways.

Peeling into my thesis a bit more

Recently I’ve been openly critical about how fast people are to append the “friend” and “trust” tags in the online sphere. I believe we need to slow down online friendships and trust and stop devaluing these time-taking concepts.

A notable example: automatically curating blog posts of “tribe” mates into Twitter (even if oh-so-virtuously manually clicking the send button). Forgive me if I think it’s a bit musty and slimy when robo-curation perpetrators suggest we “trust” that their “friends” of three or so months produced posts warranting our valuable reading time. Why should I have faith in their curation decisions in regards to me, when the majority of people observed I’d classify as online acquaintances, not even friendlies?

When this objectionable practice of automating trust first impinged on our collective consciousness, Mel independently voiced the exact reaction as me (as did #solopr’s founder, Kellye Crane).

The fact that our tingly onion sense was the same moved Mel another step up the ladder from friendlie to friend, because critical thinking and articulating objections against perceived dodgy behaviour are things I value.

Offering up my onion for perusal

When Mel lobbied me to write a guest post on her blog, I was touched.

As thanks for trusting I’d contribute something of value, I decided to gift Mel’s space with some personal evolutionary history and a unique word and analogy—concepts I hadn’t fully gelled together or introduced in any other blog post: Mrs. Ross’ definition of friendlies, how relationships are like peeling an onion, plus a need to slow down online friendships and trust.

My hope is that these reflections help move me another step up her friendship ladder.

Some final appeels (sic)

Whether in your professional or personal life, lasting relationships take time; people who work in public relations certainly are cognizant of this fact.

By all means, explore possibilities in the online realm and make lots of new acquaintances. And if all the bytes are feeling right, proactively move into the friendlies phase. But take time to build alliances; maybe even pause to compare and contrast them with your offline friendships.

And never take time away from nurturing relationships that were earlier peeled and stood the onion sniff test of time.

Judy Gombita

Judy Gombita

 

Judy Gombita is a Toronto-based public relations and communication management specialist, with more than 20 years of employment and executive-level volunteer board experience, primarily in the financial and lifelong learning nonprofit sectors. She is the co-editor and Canadian contributor (since 2007) to the international, collaborative blog, PR Conversations. Find her on Twitter.

 

 

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MarketingMel with firm intern ETSU PR student Sarah Williams Rowan

College students and recent college grad’s connect with me on a regular basis. Hardly a week goes by that I don’t hear from a rising public relations/communications graduate who wants to learn how to get a job in my chosen profession of communications and public relations.  I always try to make time for them. (I think it goes back to my days as an intern at WKBW-TV in Buffalo. I learned so much from my wonderful mentor there that I’ve wanted to give back ever since.) As proof, I’ve generally had an intern throughout most of my career and one of my most popular blog posts ever was “How to get a job in Public Relations: Eleven tips from a PR pro“.

This generation of 20-somethings calls themselves Generation R for Recession. They say that unlike what their baby-boomer parents had, the world is no longer a guaranteed place of hope for a brighter future. Times are tough out there. I hear it at church and as I walk my dog in my neighborhood. Just last evening a neighbor told me of his daughter, her husband and their two young children who have all been forced to move back home with him and his wife. However graduates should not despair. Just like cream quality candidates will rise to the top.

Here are a few job-seeking tips I’m providing to Generation R to help recent grad’s get there. Please share this post with others who may benefit from it.

  1. A picture really IS worth 1,000 words! Have a professional photo made ( head/head and shoulders shot) and use it when connecting with others through social media channels. (If you can’t afford a photographer didn’t you have a friend who was a photography major who’s also looking for work now and who might trade services with you? They probably need a news release about themselves/their latest show.) Recently I spoke with a young female graduate whom I originally thought to be a hoax! Why? She had a man’s name and her photo showcased her in an alluring red, strapless dress…perfect for college formals but not so perfect for the hardened former journalist casting a suspicious eye upon it! When my current intern (seen in the photo above) first connected with me she had a polished, professional photo accompanying her resume. Bravo for people who recall that P.R. is arguably an image business!
  2. Your name is your brand: If you have a man’s first name and you are female be sure to incorporate your middle name into your presence so that people can determine your gender. This is important because often we see men hiding behind revealing photos of women online.
  3. Be there: By that I mean, meet the professional communicators in the spaces we inhabit. For example, we welcome new college PR grad’s to our #soloPR chat ever Wednesday at 1 PM eastern. Stop in, you may learn something and make some great connections. Visit and comment on our blogs and talk with us on twitter.
  4. Connect with the thought leaders in your field (both online and “IRL”): Where are the thought leaders in your field? No doubt they’re online and they’re involved with various social media channels. Be sure to connect with them. Learn the fine art of impressing them with your savvy and know-how while simultaneously listening to and responding to them/ their concerns. Also, be present at business networking events in your community. Don’t bemoan and whine about where your live. Make the most of it (or move!)
  5. Create Content Now! One recent Gen R grad whom I’ve advised from time to time moved to Nashville to find his fame and fortune. David Lyle Ford has done several things right along the way. 1- He connected with me and other thought leaders and gained our friendship and trust. 2- He recently started writing as a means to create his personal brand while providing a social networking service to others with his blog The Social Drifter. This also showcases his writing skills, key to any professional communicator.
  6. Stay educated! Just because school’s over doesn’t mean your education is. Sign up for free webinars in your field to stay on top of the latest happenings in your profession. Read, read, read to keep up with what’s going on.  Use your library to read free books (You can even check out a Kindle at ours!) Read what the thought leaders are talking about online and then read the books they reference.
  7. What’s new? Be aware of the news. Meeting people in marketing/PR who don’t keep up with current events is always a bit of a surprise to me. Know what’s going on around you and in the world.

What tips do you have to add for Generation R? Whether you’re a seasoned pro or a Gen R member yourself I’d love to hear from you!

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Small Business Advertising TipsMy friend Sandy Ratliff understands small business. Sandy’s a star marketer at the Virginia Department of Business Assistance and travels all around her state sharing her wealth of knowledge with small business owners. Here’s how she describes what she does. “I primarily focus on helping individuals launch and expand business within my 25 county service area of Southwest Virginia.   I do about 40+ workshops a year and over 200 counseling sessions with new and existing business.”

Sandy and I originally met on twitter and our friendship has blossomed to occasional lunches and regular contact through our social networks.
Recently she reached out to me to ask for my input on tips to provide small businesses who want to advertise.

It was an interesting question since the whole field of advertising has been turned on its head over the past few years with the advent of social networking for business. Clients now obtain information when, where, why and how they want it. (For more information be sure to check out David Meerman Scott’s The New Rules of Marketing and PR)

Here is the list we discussed and that Sandy presented to her clients:

  1. Look at the demographics of the media source: Does it reach your target audience? Example: I used to be the executive editor of a high end regional lifestyles publication. One of our advertisers, the owner of a classy gentlemen’s clothing store, swore by his success with our publication and said the price was worth it.
  2. In what markets will it run? Example: If you are a small neighborhood based gym do you really want to run a radio ad that will reach thousands? We’re moving to an era of geo and micro-marketing.
  3. Be educated: Know the media source coming to meet you in advance. Know your target audience and how best to reach them.
  4. How does your target audience like to hear from advertisers? Coupons? Facebook? Twitter? Daily deals? Ask them!
  5. Can you do it yourself? Google and Facebook have brought advertising opportunities direct to the small business masses. Experiment with some online D.I.Y.
  6. Cause marketing: Recently MarketingMel had the opportunity to sponsor a portion of the PTA night at the Johnson City Cardinals baseball game along with one of my client’s, CapTeeVation. Together we paid for the hot dog supper provided to the first 250 through the gates. What a great opportunity to support something very positive in our community; education. Look for things that your company believes in and then get behind them. You’ll reap multiple rewards!

What are some tips that you’ve used effectively in small business advertising? Please feel free to share here. I’ll be glad to add them to the list.

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Editor’s note: This post is from guest blogger Kellye Crane, creator and founder of SoloPR.
There’s nothing better than taking charge of your own destiny by being your own boss! But to be successful long-term, it’s important to take steps to preserve your sanity and stay efficient.
While it’s tempting to give 110% of yourself – and your resources – to your business, prevent over-extending by keeping in mind a few key tips:
1. You don’t have to be “on call” 24 hours a day, 7 days a week
Sometimes it can be hard to establish boundaries. While you want to be as responsive as possible to your stakeholders, it’s important to remember that it’s okay to disconnect sometimes. “Training” those who work with you to value your time can actually be helpful in gaining their respect overall.
2. Take a break
In the same vein as #1, you need to occasionally block out some “personal time” so you can regroup and recharge. Research shows that time away from your business actually helps you get more done in the long run, and let’s face it: we get pulled in so many directions, it will only get done if it’s on the calendar.
3. Be innovative when it comes to resources
People in a “real job” usually have easy access to paid resources and other perks. But once you start your own business, you’ll likely find it’s not necessary to pay full price for things like research, pricey databases or subscriptions.
Much of the information you need can be found online, with just a little digging. If you need to use a paid service for a certain need, check with other small business owners to see if there are any co-op opportunities before spending the big bucks. For example, many media database providers allow public relations consultants to share a subscription at a lower cost. Don’t be afraid to negotiate!
4. Establish procedures
It’s important for small business owners to take the time to define and document operations processes, so you aren’t constantly reinventing the wheel. It’s easy when we’re strapped for time to neglect this step, but it’s key to staying efficient long-term.
5. You’re not alone
As a business owner, it’s easy to feel like you’re on your own. So it’s important to build a network of professional support – and with social media this doesn’t have to be in-person, so it’s easier than ever.
For example, independent public relations and creative professionals have formed strong bonds around the Solo PR Pro LinkedIn group, the weekly  #solopr chat on Twitter each Wednesday (from 1-2 pm ET), as well as a Facebook page. These outlets give new and veteran independent consultants a forum to ask questions, share ideas, and make each other laugh on a regular basis. Regardless of your specialty or business niche, chances are there’s a similar community of professionals out there for you.
These are just a few top sanity-saving tips. What are yours? If you’re an independent business owner, how do you stay focused and productive?

Kellye Crane

Solo PR Pro community founder and blogger Kellye Crane has been a successful independent PR consultant for more than 15 years, and enjoys helping creative professionals interested in independence down this career path. Connect with Kellye at solopr.

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Maria Peagler

Maria Peagler

Editor’s note: The following is a guest blog post from my friend entrepreneur Maria Peagler. Maria will be a guest speaker on social media at  Tory Johnson’s Spark and Hustle small business boot camp in Atlanta this summer.

Business blogs are filled with case studies of how social media helps businesses flourish and compete in an online marketing age. Today I’m offering a personal story of how and why I used social media, really as a last resort, to promote my business to an international stage.

September 2008: 3,000 copies of my indie-published book arrived in my warehouse after I had invested $25,000 on its production and printing. Color Mastery was a four-color softcover book, with over 200 illustrations and photographs, on museum-quality paper. It was my eighth title, but my first in the quilt market, so I was unknown and needed a big way to promote the book. I had plans for trade shows (another investment of thousands), advertising, and marketing materials. But something changed that forever.

The recession.

It hit my family with a devastating blow, as my husband is a luxury home builder, and his business halted overnight. It was as if someone had unplugged the phone from the wall, because it just stopped ringing. American consumers slapped their wallets shut, and I was in trouble, as my marketing budget was now necessary to keep my husband’s business afloat.

How was I going to sell those books?

I was forced to get creative with almost no money for marketing and promotion. I already had a blog, but I knew that wasn’t enough, on its own, to move 3,000 books. I had to do something big. I decided on a blog tour, which was almost unknown at the time. I liked it because it was an online version of a book tour, allowed me to reach an international audience, and I could conduct it over a concentrated period of time for sustained interest and demand. The result?

Color Mastery skyrocketed to #10 on Amazon’s top ten list for Quilting books, and it consistently made appearances in that top ten list over the next two years. My blog traffic increased 1,000%, sales tripled, my social network subscriptions all increased, and I received bookings for interviews, lectures, and book signings. I continued to keep up my social media efforts for those two years, selling 8,000 copies of Color Mastery, and was so successful I created a start-up helping other small businesses with their social media. SocialMediaOnlineClasses.com is an online course site where I coupled my 20 years of training experience with my social media success to teach others how to enjoy those same results.

My top three tips for any small business wanting to use social media to promote?

Be willing to make mistakes. I tried many different social media campaigns and promotions, and not all worked. You have to be willing to fail before you hit it big, so don’t quit on social media if your first experience isn’t successful. It’s often the offbeat promotions that will surprise you. Before I had the confidence to shoot YouTube videos, I made a primitive slideshow on Slideshare that continues to garner more hits than any slick video I’ve ever done. I’m almost embarrassed by its simplicity now, but it works.

Realize results take time. My blog tour was a two-week affair, but it took two months of solid preparation and planning to develop, and years of blogging to understand the medium before that. Even a short five-minute YouTube video takes time to do well and get results. Viral is an outlier, and not something you should count on. Ashton Kutcher may have millions of Twitter followers, but the rest of us build those networks everyday, one contact at a time.

Collaborate for maximum impact. The best results I’ve gotten in social media are when I collaborate with others for a true win-win. This blog post is a collaboration between Mary Ellen and me, as she has generously provided me with a guest spot. My blog tour was a collaboration of ten bloggers who promoted my book in exchange for exclusive content. My “Color-of-the-Month” shows were collaborations between quilt designers and me, and those shows continued to sell my book and keep it in Amazon’s top ten list.

Social media wasn’t in my original plans, but when I saw its results, it soon became my primary promotional tool. What’s your story of how social media has helped you and your business?

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Google + makes circles fun again!

Google + makes circles fun again!

When my first invitation arrived for Google+ I was deliberately unplugging and connecting with family over the 4th of July weekend. That delayed me a few days in starting until the second invitation arrived. After just a couple of play dates (yes, that’s what it feels like)  in the Google+ sandbox here are a few quick observations.

Circles are fun, remember? Yes, just like in pre-school, you get to play in different circles. Best part, you get to choose who you want to play with. That’s right, you make and label your circles of friends and they won’t even know what you’ve called them. And it’s so much easier to segment friends than it is on Facebook (or on the playground). From a public relations perspective, just imagine the implications of having all of your favorite journalist peeps or key bloggers in their own circles.

No games! (So far anyways.) You may love seeing what your friends are planting in Farmville but I use social media as an extension of me/my personal brand and I like to keep it on a professional level. (Yes, I’m the person who X’s out those Mafia Wars Facebook posts!)

Everyone wants to play: Unlike the networking invitation requests I get for numerous other sites this one caught my attention and seemed well worth spending time on. What caused me to notice was the buzz I was hearing from other enthusiastic thought leaders like Chris Brogan.

Strictly business (for now): Because Google+ is supposedly only issuing invitations sparingly I’m generally connecting with influencers and thought leaders that I already know from twitter. That’s quite different from the way I started on Facebook; first with family and friends then as an evolving business tool.

Let’s hang out: I wanted to hang out today (i.e. video chat with some of my friends) but darned if they weren’t all away! I’ll catch them next time and look forward to the Skype-like feature! Interestingly, right after Google+ came out with this, Facebook quickly followed suit by teaming with Skype for a video chat feature. Let’s face it, video connections are the way to go!

Where did that elephant in the room come from? OK, deep breath here…..Facebook appears to have a social networking competitor on its hands. Granted, Facebook has a significant head start of just over 750 million users, but things do change rapidly (Anyone remember bag phones?) What’s interesting is that these two behemoths will have tabs on just about everything anyone could want to know about us; and we’ll have freely given the information to them! Stay tuned and watch where this one is going. (I love this infographic comparing the two social networking sites from Guy Kawasaki.)

What are your impressions of the new social networking site? I would love to hear your comments on Google +. And hey, feel free to come find me in a circle near you.

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Self-Destruction WeinerI recently introduced a real-world colleague as someone “I met on twitter.” When I mentioned that to another person, who spends very little time on social media, she said, “With the Weiner scandal you better watch what you say.” Well, with all due respect ma’am, not exactly. You see, had Weiner understood the reality of twitter and its broadcast and sharing capabilities, perhaps the New York congressman would not be in the hot water he finds himself in today. The point is, my public relations and marketing work world is now located, for the most part, online. As CK Kerley said when I interviewed her in Knoxville in April, we now live in two worlds at all times. I have many colleagues whom I’ve met only online. Yet we share fabulous information regularly and have, in many cases, become friends. This TNW article highlighting the future of social media brings out that point. It links to the fantastic Amsterdam keynote by social media evangelist Robert Scoble that is well worth watching. It covers our dual world life, including increasing Klout scores and buying stock in others. How does your life now straddle two worlds?

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Editor’s note: This article was first published as a guest blog post on my friend Cathy Rodger’s blog over at 7 Waves Marketing.

Let’s face it. We’re going to be moving around in our careers. The days of staying in one job for 35 years and retiring with a gold watch are over. According to the Bureau of Labor Statistics, the average person born in the later years of the baby boom held 10.8 jobs from age 18 to 42. Given our mobile society, we need to create and cultivate our personal brand as we switch jobs or careers. Large corporations aren’t the only ones who know the value of sticking with a brand. If you don’t believe me, have you tried Googling your name or your “brand name” lately? That’s where you’ll see the results of your personal brand building efforts.

Since Google changed its algorithms in February MarketingMel has fared even better in search than it did when I started my public relations firm for business pro’s just over two years ago. What’s helped MarketingMel get the Google juice and thus build my personal brand? Here are seven tips I’ve learned that I hope will be of help to you:

1- Have a good web site: As old-fashioned as it may sound in today’s social media crazed world, your web site is still your virtual lobby. It impacts your professionalism and your search. Be sure you’ve engaged proper search engine optimization techniques. I learned this first hand. I launched my company with only a free WordPress blog. That was certainly better than nothing but I saw a major change once I employed a top notch web developer and we co-created a professional web site.

2- Use twitter: Plain and simple – twitter gives you Google juice.  By tweeting about topics of interest you will build a base of loyal followers and build your credibility and professionalism.

3- Win awards: Do quality work and apply for awards in your field. It brings you and your clients recognition.

4- Publicize those awards! In addition to issuing a local news release for some recent P.R.S.A. awards that I won for client work I also put the release out on Marketwire. Using an accredited wire service gives your brand staying power and keeps it up in search. I’ve found the Marketwire people extremely helpful to work with and paying for their service is better than the free press release sites.

5- Create and post new content including videos: It will put you in the great minority. Forrester says that only about 25 percent of the people using the social web are actually creating content, like this blog post. Be sure to take this great opportunity to be creative.

6- Get featured in the media: You’re bound to have an area of expertise others are interested in. When I first started my own business I was interviewed by the local TV station about my use of twitter. That springboarded into a three part series called Social Networking 101 that aired on the 6 pm news. Since then I’ve been on the radio several times and the subject of  written feature articles. You can do the same for your brand.

7- Use social media channels:  Remember to stay active with LinkedIn and Facebook. Be sure you create a Facebook business page for your business. That too will help you in search.

Finally,  just start somewhere. Create content and build your brand! You’ll already be ahead of 75% of the pack!


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I’ve always dreamed of going on safari in Kenya. What about you? If you are like me, and your constraints keep you from jumping on the next plane to Africa, may I recommend the next best thing?

A dear friend and client recently gave me a copy of Surviving Your Serengeti: 7 Skills to Master Business and Life. Stefan Swanepoel’s book is labeled as a fable of self -discovery. Reading this book and learning about the skill sets of seven wild animals was the next best thing to being there. I recommend it to any business person interested in learning more about their business survival skills and those used by the people around them. As you move quickly through this easy read you will want to know what wild animal you are most like (see link below.)

According to  Swanepoel I am a communicating elephant. The largest mammals can “receive and interpret some 70 different sounds from each other and their environment. Their communications skills even include humor, mourning, and an ability to lead others.” According to the book, “effective communications is the art of successfully delivering your message.”

Here are seven tips of the great communicators (the elephants) along with a few social networking twists from MarketingMel!

  1. Be sure you hear what another person is trying to say.
  2. Listen and respond to their message. (On twitter when people @ message you or RT you be sure to thank them.)
  3. Advance the discussion from monologue to a true dialogue. (Perhaps this is why I enjoy social networking so much. It’s an opportunity to truly share in a dialogue with a variety of interesting people, and, in the case of twitter, people I would never otherwise have occasion to meet.)
  4. Accept constructive feedback (Reading evaluations after my business presentations helps me to make the next one even better!)
  5. Be sure your verbal and non verbal communication match your verbal message (Elephants are masters at intuition.)
  6. When writing, be precise. “Less is best.” (Twitter’s 140 characters are often just right!)
  7. Use visuals that back up your verbal and written messages. (Hope you enjoyed the video.)

There are six other animals to study in your journey through the Serengeti and life. Take the quiz to find out what animal you are and when you’re through be sure to read the book.  You will learn more about yourself. Drop me a line in the comment box below. I would enjoy hearing about your  journey on safari.

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Several of MarketingMel’s clients are new to twitter and lots of people ask me questions about the best ways to use twitter. Since I’ve been active on twitter since September 2008 and score close to a 99 on the independent Hubspot twitter grader I thought I would share some things I’ve learned in the twitterverse that may help you.

  1. Fill out your profile. Be sure to describe yourself, your work and/or your passions in your profile. When others view you and decide whether or not to follow you, that is the first place they will look. If there’s nothing there they may not follow you back. Furthermore, a profile helps determine if indeed there is someone you clearly do NOT want to have following you!  Then you can block them if necessary (I’ve only had to do this a hand full of times.)
  2. Use a nice photo or likeness of yourself. People relate to people as human beings and like to look at pictures of one another. It helps in relationship building as well as in building your personal brand.
  3. Follow people who have similar interests to yours: For me that’s professional marketing and public relations people and social media gurus. What are your interests?  Find the people who share them.
  4. Shhh, listen! As in all social media, listen first, then participate in the local conversation. It is possible to talk too much on twitter. I just recently removed someone from my local feed for “clogging up” my twitter airwaves.
  5. Share, share, share. Twitter is all about being helpful and friendly to others. It’s about relationship building. Share pertinent information and links. I have found that the good twitter karma always comes around.
  6. Never auto DM anyone! If you want to DM (direct message) someone be sure it is a genuine, heartfelt message. Please skip the canned spam!
  7. Use search.twitter.com to follow trends. This is a really handy search that keeps me up on “the news” often before the traditional media has caught on.
  8. #Use hashtags Hashtags are a great way to keep up with conferences, topics and trends or start a trend yourself. On Fridays you will see people using the hashtag #followfriday of #FF. They will post the twitter names of interesting people who they enjoy following so that you can  follow them. It’s one more part of the positive twitter karma.
  9. Find twitter chat groups of interest and participate. My two favorites are #soloPR Wednesdays at 1 pm Eastern and, when I can make it, #journchat Mondays at 8 pm Eastern. Check those or others out in your field of interest.
  10. Do not lock your updates. Locking is something done only by the greenest of twitter newbies
  11. Use twitter tools: There are all kinds of great tools available to help you manage your time and your tweets. Tweetdeck and Hootsuite are two of my favorites.
  12. Feel free to respond to someone directly with an @ message. Remember, though, everyone is listening! Twitter is a lot like cubicle walls; super thin and everything next door can and will be heard and shared by all. At least with twitter you don’t have to share colds and flu too!

Hope this helps you and happy tweeting!

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Tips for finding PR jobs

How to find a job in PR

It seems like every week I field a call from a desperate college student seeking my advice about how to break into public relations. I’ve answered their questions so often that I thought I would jot down a few tips that I’ve learned over my more than 20-year career in public relations.

  1. Think strategically: What is your end goal? How can you get there? Have a plan. Write it down just as you would a business plan and then work it.
  2. Seek internships: Be sure to have one; they often lead to jobs. Furthermore, they’ll help you to understand if this business is really for you. (It can be very stressful at times!) Treat an internship as if it’s a job. Be ready with a professional resume and photo. Be prepared with questions and skill sets you to have offer.
  3. Set yourself up for success: Have an outlet after your internship. Look for opportunities. Volunteer. Play up your accomplishments. Example: MarketingMel’s intern Sarah Williams was the top PR student at her community college.  That impressed me.

    MarketingMel with intern Sarah Williams

    MarketingMel with intern Sarah Williams

  4. Communicate with communicators: Communicate on their terms through their channels (and be sure to identify yourself.) Since founding MarketingMel there was only one time that a college student reached out to me in such an engaging way that I asked for a meeting with him. Yet that was how impressed I was with the abilities of David Ford. (Remember that name. I think he will go far in the advertising business!) If you want to see what the pro’s are doing listen to tweetchats like # soloPR and #journchat and say “Hello.”
  5. Study the thought leaders: Look who’s leading the way in your chosen field, in your community, and in the world. (I treasure my virtual friendships with my international friends. Judy Gombita in Toronto with PR Conversations is a great example.)
  6. Innovate: Use the latest tools and learn about new ones. The field of communications changes daily. Be sure you are running at all times to keep up with it. Is your Facebook, twitter and LinkedIn up to date? (Yes, I said LinkedIn. More than 80 percent of all headhunters are there so you need to be there as well.) Use YouTube to present yourself on video to a future employer. Skype is a another handy tool.
  7. Learn something new: Do you know a foreign language? Spend time abroad. Be open to opportunities elsewhere. There will never be a better time in your life to pick up and move somewhere and do something different. It will expose you to a new way of thinking.
  8. Show kindness: Put the phone away in class and share some real (not virtual) Facetime with your teachers and friends. This goes for our online behavior as well. Others can tell when you genuinely care about them.
  9. Follow journalists: Media relations is part of public relations. Follow your favorite journalists and engage with them. I often chat on twitter with our local morning news anchor, Josh Smith via twitter. He and I are both early risers and our friendship has deepened with our regular tweet banter.
  10. Know your strengths and weaknesses and focus on your strengths: (Now Discover Your Strengths by Buckingham and Clifton is a book well worth reading with an easy-to-take online quiz that will help you determine your top strengths.)
  11. Create your Personal Brand: Put some thought into this one and again there are some great books available (see Tom Peters and Brand You.) Remember your personal brand will follow you from job to job throughout the rest of your life.

What suggestions do you have to add to this list? Please post your comments here. I’d love to hear from you!

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