Edit Facebook Links With Ease

Posted on 01. May, 2012 by

Who knew? As I was updating PMG’s Facebook page today, I realized that you can now edit the headline and the description that appears when you post a link to your wall. Apparently you could do this as of last year – but somehow I have overlooked this feature.

By clicking on the title of the link, you can easily edit:

The same is true for the body:

The only caveat is that you need to edit BEFORE you post the link. Once you press “post”, the link can not be edited.

Enhancing Your Community

Posted on 24. Apr, 2012 by

I had started writing this post two days ago and was having trouble finishing it, and then, last night I came across this article from the New York Times – perfect timing!

Lately I feel like I have been preaching that people need to put away technology and be more present with each other. Perhaps it is because I sometimes have an issue with being focused on friends and family when something is going on at work or online that I feel I should be watching. Examples of this have included waiting for a client story to hit the papers, or waiting for an email to come in saying we won a piece of business – and then, of course, there are the times that I an eye on my mobile device so I can be available to my children’s school or nanny in case of emergency. This activity can quickly bleed over into checking social media sites, text messages, etc. more frequently than I should.  But, if I ignore my friends – chances are they will not be available for that coffee or lunch the next time I want to go out. (This is why all those who bring a mobile to the table should be forced to play “The Phone Stack Game“.)

Think about the last time you met up with a friend that you have not seen or talked to in a while. Do you know what’s already going on in their life because of Facebook status updates? Does it ever feel like there is nothing new to discuss?

“…we have confused conversation with connection and collectively seem to have embraced a new kind of delusion that accepts the simulation of compassion as sufficient unto the day.”

This is true for your personal relationships, but I would argue that there is relevance to your business relationships as well.

Having entered the pr industry in the mid 1990′s, I can recall a time when I did not have a mobile phone or a laptop to do my job [for those of you keeping track, yes, I walked up hill to school both ways, too]. I could sit through business dinners without calling into the office or home. I was forced to practice the art of conversation with family, friends, clients, prospects, and even strangers. I built relationships with the people as we broke bread. Many of these people I am still in contact with today. They became and are my community, in some senses.

In taking some time to reflect on how digital so many of my relationships have become, I realized that social media and digital tools (yes, including email) are there just to enhance your community - NOT create it. Here are a few things to keep in mind as you build your own professional community:

  • Don’t be afraid of the phone. I promise you the phone will not bite you. The worst thing that could happen is that you will get hung up on — or bitched yelled at, but if you are a publicist you need to grow some thick skin – and this exercise will help. ;) I meet so many young publicists that are afraid to make calls. And sure, every blog you read or PR best practice you hear about dictates that you email a journalist and NEVER, ever call them. And, while I agree with this in many cases, I do not agree on all. Some details need to be worked out over the phone. And, you HAVE to speak with your clients to keep them informed and build report. You should not hide behind emails.
  • Turn your mobile off before you go into a restaurant. I was raised by parents who believed that proper table manners could take you places – and I have found this to be very true – ESPECIALLY in business [thanks mom & dad!]. Would you talk on the phone to another person while you are dining with someone else? Probably not. Texting people or checking your mobile device at the table is no different. Turn the phone OFF. Yes, I mean power it down… all the way down. This way you will not be inclined to check it in your lap. If you must check messages, excuse yourself and quickly check messages. Worries that your child may need you (I have used this reasoning to justify my actions – and it’s bogus)? Kick it old school and leave the number of the place you will be with your sitter. Chances are the maître d’ can track you down and let you know there is an emergency at home – which is the only thing that should tear you away from your client / journalist / boss / anyone who matters. And remember: just because your dinner companion is using their mobile device you don’t have to. Make them feel like they are important – not second to whatever is on your phone.
  • Engage in person more than you do online. Go ahead and update your status across your social profiles, but consider how you should engage off line. Perhaps you discussed a book at your last meeting with a client that you found to be really insightful. Why not send them a copy with a [gasp!] handwritten note? Going to be in the neighborhood? Set up a time to meet. I have found great success by asking press if I can stop in for coffee (I offer to buy, but few accept for reasons of payola). After that, I tend to get replies to all my pitches – even the dogs that will never turn into a story or mention. Meet IRL as often as you can, otherwise you may end up saying “FML“.

Bottom line: old school communications is not passé. You should start to build relationships through classic communications methods, and then continue to develop your community through use of social media tools.

 Photo Credit: Yutaka Tsutano

How to Find a Job in PR After Graduation

Posted on 23. Apr, 2012 by

It’s that time of year. You can almost hear the Pomp and Circumstance March in the air [note if you click to listen to the symphony, you will need to get to 1:48 before you get to what you hear at most commencements]. It’s also that time when I get requests for recommendations from graduating interns, have discussions about future open positions, and our team reviews portfolios of those heading off to cities across the United States to interview for public relations positions.

So, are there jobs in public relations or will you, dear graduating senior, have to take a job waiting tables, slinging coffee, or babysitting for the summer… and, perhaps, beyond? Well, it depends on what you have done to prepare while you were in school. Most candidates have decent grades, can show that they are solid writers (via their portfolio and cover letter), and they that have done at least one internship in public relations. All of this does not ensure a job post graduation.

So, how do you get that coveted job?

In a recent article by the Associated Press, it states:

A weak labor market already has left half of young college graduates either jobless or underemployed in positions that don’t fully use their skills and knowledge.

This is not news to many – especially those who have graduated in the past few years. There are some steps that you can take immediately following graduation that can increase your chances of working in your desired field.

  • Take an unpaid internship for a determined amount of time at a company you want to work for. If you ask Ken how he got into the advertising game when there were no jobs to be had, he will tell you that he worked for free for six months. Ken worked at a bike shop at night and on weekends to make money for rent and to live. He was sure he made himself invaluable to the agency he was interning at and as soon as an open position became available he was granted the interview (obviously) and hired in a short amount of time.
  • Go on informational interviews. Determine five companies that you want to work for. Contact the person in charge of hiring for public relations positions. Make it clear that you want to have 30-minutes of their time to talk about what they look for in entry level candidates, what salary expectations are, and what you should do to improve your resume and chances for an interview at any company. Be mindful of the interviewers time – they are doing YOU a favor. This is where LinkedIn can be really helpful – look at your network, and examine their network. Can your network make introductions for you?
  • Get a job – ANY job. Chances are that you will need some cash to cover your living expenses. Beyond that, a job will give you a sense of place, further development of your people skills, and a chance to expand your network. Are you a barista? You never know who you will meet… perhaps one of your regulars works in PR and knows of an opening.
  • Keep on top of the news and industry happenings. If you are not reading the Wall Street Journal, New York Times or a similar publication on a daily basis on your own, you may want to consider another profession. The field of public relations requires you to understand how the news work, what is news and what is going on in the world. How else would you know what stories to pitch and when? Make sure you can articulate that this is of interest to you. We ask candidates applying for positions at PMG to tell us what is trending in the news THAT day – locally, nationally and around the globe. Spend a couple of hundred dollars (I know – it’s a lot of money) to join PRSA. You will get news about the industry, information on local-to-you industry events and access to job listings in your field. Like a good suit, consider some ongoing professional development as part of your personal career development (on going self education is YOUR responsibility – not your employers and it will help keep you competitive in the work place).
  • Volunteer for a non profit. Small non profits rarely have the money or the bandwidth to have a staff member who is trained in public relations and social media. Offer up your services, pro bono. Treat them like a client. You can use your work – and more importantly, results – to build your portfolio with REAL work.

Good luck!

“Trust Me, I’m an Expert.”

Posted on 01. Mar, 2012 by

I can’t tell you how many times I come across people calling themselves an expert in something and then finding out that they are no expert within a short amount of time. I’m one of those people that assumes that people are telling me the truth from the get go. I mean, why would they exaggerate, right? (I know what you’re thinking: Nicole, stop being such a sucker – this is 2012!)

So when someone says, “Hey! Look at me! I know this better than anyone – or at least, most!” I sit up and take notice.

Because social media has taken the world by storm, and is clearly the new marketing darling, social media “experts” are EVERYWHERE. I recently had an attendee of a seminar I was speaking at say, “Oh, I will just have my nephew handle that for me. He’s 19 and is really good on Facebook.” Um… Ok. But with all due respect, this is your business and brand you are entrusting to your nephew. Has he had any formal marketing training? Treat your brand’s social media  strategy and execution as you would your ad buy.

Here’s a few ways for you to suss out if someone is an “expert” or not:

  • Do they use social media tools for their personal or business brand?
  • Have they been able to build and maintain community for a brand?
  • Do they have examples of campaigns that they have built the strategy for and executed?
  • Can they show measurable results from campaigns?

And, because I look at almost everything through a pr lens:

  • Can they explain how your social and traditional communications strategy will dovetail?
  • What are the legal pitfalls for various aspects of a brand’s participation in social media? (FTC regulations, T&C across social platforms, etc)

Being “big on Twitter” does not make for a social media expert.

 

So, When Should You Tweet?

Posted on 20. Feb, 2012 by

There are so many great (and not so great) tools to help you monitor almost every aspect of social media. Some free. Some not so free.

One that I appreciate is a site called Crowdbooster. It offers a freemium pricing model, but if you manage a brand, you will want to shell out some cash.

On their “about us” section of their site, Crowdbooster states:

Crowdbooster helps you achieve an effective presence on Twitter and Facebook. We show you analytics that aren’t based on abstract scores but numbers that are connected to your business and your social media strategies: impressions, total reach, engagement, and more. We then give you the tools and recommendations you need to take action and improve each one of these metrics.

There is a dashboard that will allow you to set a date range and then view your analytics regarding followers for that date set. Handy, sure. But what I think is the best feature? The weekly email they send me with the best times for me to tweet. Then, you can use the dashboard to auto-tweet if you  are so inclined.

While I do use some automated Twitter tools, I do not relay on them heavily. I find that the best way to manage your community is in real-time. This is not always feasible for all brands or people. If that is the case and you need to auto-tweet, be sure to double check your settings and your messages before pressing the “schedule this tweet” confirmation button.

 

Social Media in the Afterlife

Posted on 04. Feb, 2012 by

I was scanning the wire services this morning – something I do on a daily basis to see what other flacks are throwing out there – and came across Immortum.

Basically, this new site allows you to make posts across Twitter and Facebook from the grave. Yeah, you read me right. From. The. Grave.

Have you seen the movie PS I Love You?  I did. On an international flight for work. And cried bawled. It was ugly. Gerard Butler plays a man who dies suddenly of a brain tumor, leaving his young wife played by Hilary Swank alone. Prior to his death he writes letters to her to help her though a year of grieving him. Great idea for a film – BUT, not one they should ever show on an airplane. Good grief!

This is along the same lines. You anticipate your demise, write your thoughts and words of wisdom down, and then schedule it to post to your social sites at a future date for your loved ones, friends, and followers.

There are support networks in place for caregivers and online journals offered, too.

For me, I have a journal that I write some (what I think are) important thoughts in. Should I die, my hope is that my sons would take comfort in some of this. For my friends and followers across social media, well, you’re on your own. I will not be posting from the grave.

So what do you think? Is this a good idea or not?

Hacking Around

Posted on 03. Feb, 2012 by

I never fancied myself a hacker of any kind. Until today.

#BTVSMB, the Burlington social media breakfast event, hosted Social Hack today. My partner in crime for these events is Rich Nadworny of Digilicous. We split our duties for planning these events. This one was all his – and he did a fantastic job!

What most surprised me, having never been a part of a hack event before, was the amount of collaboration and idea sharing that went on. I felt that our team (Team Kale – pictured) did well and that the idea that we came up with has some serous legs (we even figured out how to monetize it!). The other part that struck me was the number of people who turned out, taking an entire day out of their own offices to come together and lend ideas that hopefully will solve some problems around the local food movement.

Burlington, VT is really a cool place. We have a lot of creative and tech savvy people. I am proud that PMG is based here. Only good things ahead for this city.

Dear Pinterest: I find YOU interesting

Posted on 27. Dec, 2011 by

You may have read about or heard of a new site called Pinterest. And by “new”, I mean just getting buzzed about now. The site has been around since 2009 – and out of the beta stage since March of 2010.  Their mission is simple: “to connect everyone in the world through the ‘things’ they find interesting”. They achieve this through a social vision board-like site that allows users to pin pictures and links to a virtual board in categories. Their user base is growing despite it being an “invite only” platform (perhaps that’s part of the mystique).

I am a (huge!!!) fan. And, it appears, that I am not alone. Pinterest boasts almost 4.5 million users.

What’s even more interesting is considering how brands can use this emerging tool. Ragan recently wrote a piece on this. As a brand, you’d be nuts not to consider playing in spaces where your customers are – especially when there are a lot of them. Look at Instagram as an example. Ann Handley of MarketingProfs recently wrote a post about Instagram. They have 13 million+ users — and you can only use this with an iPhone. She highlights a few companies (including Vermont’s own Ben & Jerry’s and the fab job that Mike Hayes is doing with the platform on their behalf) and their use of Instagram. These brands are interacting where their customers and fans are with great success. The same can be done on Pinterest. Brands should be considering how to add platforms like these to the mix – in addition to what they are doing in other channels.

Here are some things to consider when starting out as a brand on Pinterest:

  • Share applications of your products. Do you have recipes that use your products? Pictures of customers doing something great with your product? If you have the photo rights – post all of this.
  • Double Dip. My second grade teacher, Ms. McDavitt used to remind us to “double dip” – meaning one thing for two purposes, or taking shortcuts. Take the shortcut! Any picture that you post using Instagram or another photo sharing site, post to your board on Pinterest.
  • Be human. If you are pushing marketing messages ALL THE TIME, people will tune you out. Then, you are wasting your time and resources. Seems pretty basic – but I continue to see brands make this mistake. Over. And over. Again.
  • Create boards that are of items that you are not trying to sell. Whole Foods does a good job here. From pictures of dream kitchens and gardens to their non profit – they are posting things that will interest their type of customer. Basically, providing an experience.
  • Publish it. Pinterest is a great way to share information. If you blog, publish a paper or magazine, etc. – you should post your content on Pinterest as well. It’s an easy way to attract new eyeballs. Eating Well Magazine is doing this with all of their content. They have won me over with some of the recipes that they have shared on Pinterest that I would not have seen otherwise – now I am visiting their website much more than before. The Today Show is another good example.
  • Don’t discount mobile. The mobile site for Pinterest allows you to upload a picture from your phone to your boards.

A study by Experian Hitwise show Pinterest is used mostly by women (59%) between the ages of 25 and 44. Most users are hailing from the Northwest and Southeast (US).

Are you working with a brand using Pinterest? How are you using it?

On Twitter, Tweet for Yourself

Posted on 26. Dec, 2011 by

I have been thinking about writing this post for a long while. Then, The New York Times ran this article today – so now’s a great time to get my thoughts on screen.

The Times article talks about a former employee of a business who Tweeted as part of their position at a company, then left with their Twitter handle – and all of the followers they amassed at that time. This was fine by the company and the now-former employee, but over time the company felt slighted and is now suing to reclaim the following and is seeking damages.

The question is really this, as put by the Times:

“Can a company cash in on, and claim ownership of, an employee’s social media account, and if so, what does that mean for workers who are increasingly posting to Twitter, Facebook and Google Plus during work hours?”

It’s a valid question. I have several friends and colleagues who align their own Twitter accounts with their employers for various reasons. Some have agreements with their employers, while others have not discussed it at all. What happens when they leave? What happens when they Tweet something that is not aligned with the company’s views?

My take on this is that companies and employees need to consider the following as very basic social branding guidelines:

  • Employee: Choose a Twitter Handle that reflects YOU – your name, for example. Not the company that you work for. (And I know what you’re thinking: “Nicole, you tweet as ‘@PMGNicole‘. Why not follow your own advice?!” I am co-owner of PMG – so I am my brand.)
  • Employer: Be clear when you hire people about the social media policy. If you expect your associates to Tweet as part of their job, explain at the start who owns the account.
  • Employee: Be clear to your Twitter followers if you are tweeting for work or not. Consider OWNING your account by distancing you from your employer in a way that protects you both. Ryan Osborn, the guy heading up digital and social for NBC, does a great job in making it clear.
  • Employer: If you want your business to have a Twitter presence, build a brand account and get followers that way. Have personalities from your business manage the page. Boloco, Zappos, Comcast, and many others do this. [disclosure: Boloco is a PMG client. Social media maven Cassidy Quinn and Boloco CEO John Pepper manage their account]

What other tips would you offer an employee or an employer? Please share with us all in the comments section below – or on our Facebook page.

From a local prospective, we have a case study in social reach and self branding that will be playing out within our local media landscape, here in Vermont. The alternative weekly and digital publisher Seven Days’ investigative and political columnist Shay Totten is stepping down from his post to (re)pursue a career in book publishing. Shay has been voted for two years in a row as the “King of Social Media” in Burlington, VT. And rightly so. He has a Twitter following of over 3K and about 1k fans on his column’s Facebook Page – never mind winning 44.2% of the vote! Andy Bromage will be taking the reins from Shay on 1/1/12. Andy is a solid writer and a good journalist. But, he does not have the social media skills – or seemly the desire – to tap into social the way that Shay does. Social helped Shay advance his personal AND Seven Days’ brand. As of today, Andy has just over 500 followers and his last Tweet was on December 15. Shay branded himself with his name as his handle, as do most of the writers at Seven Days. It will be interesting to see if Andy ramps his participation in social. And if not, if Twitter even makes a difference in the world of Seven Days. Just something to watch.

NOTE: As I was writing this Shay Totten changed his Twitter profile to reflect that he is now working for Chelsea Green. I guess we do not need to wonder if he would be giving up his account to Seven Days and restarting. ;)

 

Will There Be a Happy Ending?

Posted on 05. Oct, 2011 by

The news is out: Friendly’s Ice Cream is closing just over 60 locations and filing for bankruptcy. They operate just over 500 locations, so this means that one fifth of their restaurants will close. The retail ice cream operation (what you see in the grocery store) appears that it will remain the same.

Sure, this is a big deal. Especially to those who will be or have lost their jobs as a result. But if you are to look at Twitter this morning, you would think that the watermelon roll, Fribble and Friendly Frank are no more. Not the case. Companies have come back from bankruptcy and have retooled to become a stronger player on the other side. Let’s hope this is the case for this family restaurant.

In the past months, I have noticed that Friendly’s is more present on social media channels. They have taken to Twitter, are active on Facebook, and have mounted a campaign called High Five. They also have YouTube and Flickr accounts. They have changed up their menus in an effort to become more contemporary. What more can they do?

Here are my “High Five” suggestions that can be executed immediately:

  1. Re-establish yourself as a fiber of the community. When I was growing up, just outside of Boston, I can remember going to Friendly’s or Brigham’s for ice cream after soccer games with my team. The ice cream giants were often the sponsors of kid’s sporting events and would give out free cone coupons. Well, if I got a free cone, my parents easily had to buy cones for the rest of the family… and before you knew it, we were having dinner there because it was just “easier.”
  2. Consider ditching breakfast. There is no rule stating that you have to serve up three meals a day. Your operations costs will drop significantly by decreasing the number of hours that you are open per day. I may be wrong, but you are not turning every table at any of the locations at this time for breakfast.
  3. Hire a tactical PR firm. Get out there and get some good news press. People think that Friendly’s is closing for good… show them differently. Win the hearts and minds of the consumer, and they will reward you by coming in.
  4. Let ‘em have it – straight from the horse’s mouth. Use your existing channels to communicate direct to consumer. Let people know what’s going on. As of this morning I have not seen any Tweet of Facebook posts about the news. People who are posting on the channels to Friendly’s are not being addressed. This is NOT the time for radio silence.
  5. Empower your employees. Each location is unique from employee to physical plant to consumer. Figure out what will work best (within reason) and then have your employees execute it. Many hands make for lighter work – and in this case, I’m sure there are some employees who know of a way for their location to be more successful. Tap in to that resource.

The cherry may have fallen off of Friendly’s “Happy Ending Sundae”, but this need not be the end of an institution.

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