Last year we embraced social media with open arms, as so many PR professionals have done. We recognized its power in monitoring a brand and reaching out to clientele in real-time. As Jeremy Pepper noted in his blog Pop PR: “The fact is that social media should not be a separate discipline anymore, nor should it ever have been… Isn’t it just part of the whole P in public relations?”

We think so.

Many of our own clients, a mix of lifestyle, restaurant and financial industry experts, have embraced social media as part of a full-scale public relations and marketing plan. Some chose to devote their entire PR budgets to social media marketing. They saw it as way of dipping their proverbial toes in the water for the first time. And they’ve seen results.

Those results ranged from online twitter discussions about their areas of expertise to garnering interest from writers and bloggers to earning new customers. All the while, we were able to help keep their PR messages consistent, address any concerns that arose immediately and above all, give our clients a new window and perspective into their businesses.

Social Media Strategist Sally Falkow considers social media a worthy PR resolution for 2010, and we agree. “Social Media is no longer a fad, or something to try out,” she wrote. “It will become an integral part of PR programs in 2010. And PR people have to master social media and use it strategically to be effective… It seems we need to up our game.

“A poll of 450 PRSA Counselors Academy members listed mastering social media as one of the most important things for PR practitioners to do in 2010.”

But businesses delving in for the first time should take note – this isn’t a task to hand off to your computer-savvy nephew. Experience using Facebook and Twitter does not suffice for a solid social media strategy.

As Pepper said: “Social media shouldn’t be a special job that is relegated to 25-year-olds as they do not have the gravitas or years of experience to understand the deeper issues.” Years of experience strategic public relations counseling is a boon to any business – online or otherwise.

What do you aim to do differently with social media this year?

Your company’s revamped Web site is up-and-running and your social media networks are in place. Now what?

It’s time to start the conversation. Social marketing is a participation game. It’s about engagement. Successful social marketing campaigns require a fresh, consistent stream of useful online content. Here are three tips to keep in mind:

 Be a Publisher

Remember, your company has more to offer than products and services. You can provide useful information. Treat yourself like a publisher. Talk about your industry. Position yourself as an expert, all by crafting interesting content. Sonia Simone, senior editor of Copyblogger noted “great content gives social media life by giving people something more interesting to talk about than what they’re ordering right now at Starbucks.”

Show Personality

When creating content, take a multi-faceted approach. Post useful information and do so often. Give your Web site and social networks a shot of personality. Rebecca Lieb, vice president of eConsultancy, considers that a proven approach. “Think of the personalities not only of your consumers, but of your organization, your brand and your products,” she wrote in Marketwire.com. “This is not a new concept – we’ve had personalities like the Maytag Man in advertising for decades.”

Get Search Results

Once you’ve solidified a voice and committed to fresh content, you’ll reap the benefits of attracting new visitors. As Lee Odden of Mashable explained: “Websites that frequently add content provide more web pages for search engines to include in search results and attract more links from other websites.” Likewise, Brent Csutoras of Search Engine Land, wrote: “Content is what will convince people to return to your site and sign up for RSS feeds. It will be what inspires another blogger or webmaster to want to link to you… it will be what is likely to help your content and site rank better within search engines.

That’s right, content and search engine optimization go hand-in-hand. Your words – be it a blog entry, Tweet or Web page content – can work for or against your business goals. So get going, craft your next message, connect with a new Facebook fan or comment on a relevant blog. And let us know how it impacts your business.

By now a third of businesses recognize social media as a useful tool in promoting products, services and solidifying a brand identity. According to the results of a Deloitte 2009 Ethics and Workplace Survey taken last month, 30 percent of executives noted that social networking was indeed a part of their business strategy. But, as noted in the e-Marketer article, The Problem with Social Media in the Office, 55 percent did not have any sort of official policy for using the networks.

It makes us wonder – are these executives wielding the power of social networking carefully? Are they devoting the proper time and attention to the networks they have chosen – primarily Facebook and Twitter? Are they engaging other users?

Leveraging social media in the workplace is not always top-of-mind. Not all businesses that stand to benefit from this type of exposure can require their employees to sit in front of a computer screen. For those professionals, it is truly important to seek out a dedicated, experienced PR professional who can support these efforts.

Ask yourself:

A. Do I have a social networking strategy?

B. Are my social media efforts linked directly to my marketing plan?

C. Is the time spent on social networking supporting all of our efforts – event planning, specialized pricing, promoting new products and services?

D. Or is it just an afterthought?

If you answered D, it’s time to seek support to guide your efforts. Social networking requires an investment of time. When executives cannot afford to spend time using these tools correctly, the business itself stands to suffer. The message becomes fragmented.

In business, perception IS reality. So tell us, how is your company perceived? An outside perspective and social media strategy can give any company a serious edge moving forward.

Social networks like micro-blogging site Twitter have garnered plenty of attention lately – thanks to celebrity supporters from Oprah to Ashton Kutcher. Sure, it helps to have a recognizable name or brand when you’re trying to build a base of Twitter followers, Facebook fans or LinkedIn connections, but it’s not a requirement.

In a recent CNN.com piece about the growth of the site, CNET blogger Caroline McCarthy summed it up as follows: “The power of Twitter is about the millions of people using it and how easy it is to filter and aggregate their thoughts and conversations.”

To get started, sign up for one or a few of the networks that relate to your interests or your business and give it a try. The basis of social networking hinges on the term social, after all, so apply your business networking skills to the online world, and it opens up a whole new realm of possibilities.

For those of you still a little confused about how to navigate Twitter, work your way through it as you might any business or social function where most of those in attendance happen to be strangers. Learnaboutweb.com does a great job of illustrating this analogy – suggesting you start with those you know and share a bit about yourself with others to develop authentic relationships.

If the world of social networking is new to you – or just new to your business – you might be wondering why it’s worth the time and effort at all. The answer is simple. Sites like Twitter and Facebook have the power to drive significant traffic to your company’s Web site or blog, which can result in higher visibility and profits. With a little time and effort, these sites can help get the name of your business and your products out to the public.

What’s more, they give your business a personality. Use these networks to establish or further your brand. Seek out others who work in your industry or might have a use for your product and ask for their input.

Don’t feel pressure to grow your numbers exponentially. It’s best to take this one step at a time. Consider the advice of Hubspot,  which suggests a Twitter ratio of 1:1 is best. Follow and you’ll be followed – provided you’ve got something interesting and honest to add to the conversation.

So get ready, get out of your comfort zone, and start building those useful relationships. It won’t matter that you’re not Ashton Kutcher. You too can build a significant online following if you take the time to try.

We’ve compiled the following strategies to help you to connect with those companies that are hiring. Here’s how to get going and get noticed:

Research - Start with the company’s own Web site and blog. 
A company’s online presence offers a window into the business itself. Beyond the obvious services, this is how the company presents itself to prospective clients and the public. Read the blog. Become familiar with its writers and the topics discussed there. Consider commenting only if you could add something useful to the conversation. You can get a feel for the work environment long before you set foot in the office or get an interview.

Keep Going - Don’t stop there.
Research anything else you can find online – articles mentioning the company, it’s managers or employees. Find out if the business has earned awards for its work, if it is engaged with the community. You can learn a lot with a little digging.

Go Social - Use social networks to your advantage.
Seek out company pages on Facebook, profiles on LinkedIn. Search for personnel on Twitter and connect to them. By following daily updates you can get a feel for the flow of work and the personalities you’d be working for or with at the prospective business.

Get Networking – It’s time to engage.
Once you’ve established those connections you have a great opportunity to ask questions and get to know the employees. This is an ideal chance to find out if the company in question is the right fit. See what sort of education and background other staff members have, and show a genuine interest in the business.

Apply Yourself - From there, you’ve earned an edge above the competition.
Get your perfectly polished online resume complete with a concise, personalized cover letter over to the right person and express your interest formally. Ask for an interview. From here, the traditional job-hunting standards hold true.

The Flipside - Just remember prospective employers are also social media savvy.
They have these same tools at their disposal when seeking serious candidates. Monitor the information you’re putting out into the Blogosphere. Remember that public profiles on Twitter, Facebook, Myspace and elsewhere can and likely will be viewed by potential employers. If they contain something you wouldn’t want on your resume, keep those posts and profiles private.

Do you have tips for job-seekers? Have you found a job thanks to social networking? We want to hear about it.

Metro Detroiters are still adjusting to the idea that the Detroit News and Detroit Free Press will no longer deliver a print product to subscribers every day. In July we will bid goodbye to the Ann Arbor News in print as it slides into an online-only format at AnnArbor.com. Publications like the Bay City Times, Flint Journal and Saginaw News will cut printing back to three days a week. Salaries and benefits are on the line for employees at the Kalamazoo Gazette, Grand Rapids Press, Jackson Citizen-Patriot and Muskegon Chronicle.

Those newspapers that are still meagerly surviving seem to be gasping for breath. Publications like The Royal Oak Tribune and the Observer & Eccentric Newspapers closed their own buildings to relocate ever-shrinking staff members into other existing offices – in most cases those brick-and-mortar shops are many miles from the neighborhoods, schools, people and businesses these community publications cover. For close to a decade print media has been doing more with less, cutting staff and still getting a newspaper to your door.

We wondered, what kind of impact does this have at the community at large? Here’s what we found:

Bloggers will cheer. According to AmblerMedia.com online media stands to reap the benefits. As newspapers close, advertising online is expected to increase 129 percent over the next five years. See http://tinyurl.com/cf8xoj.

Communities could suffer. Blogger Douglas McLennan points to a study of the impact the Cincinnati Post’s closing has had on the city since 2007. According to the Princeton study, fewer candidates ran for municipal office, incumbents became more likely to win re-election, and voter turnout fell. Visit http://tinyurl.com/cddnve.

Readers claim they don’t mind. The Pew Research Center for People and the Press released weekly survey results March 12 that showed less than half of Americans, 43 percent, believe losing their local newspaper would hurt civic life. More people relied on television for local news than any other source. See http://tinyurl.com/agy3h3.

But the landscape of news will change. The loss and cutbacks in print newspapers means fewer reporters covering specific beats – fewer watchdogs overseeing government, fewer people to promote the arts and to highlight business openings. There will be far less in-depth coverage of news that impacts the community – like school closings and tax increases. Read what Blogger Tony Rogers had to say at http://tinyurl.com/ch7e7l.

We hope that sense of journalistic dedication, objectivity and unbiased reporting will translate, live and thrive online. How much do you value your newspaper?

On the heels of the nation’s best tax incentive, with Michigan offering up to 42 percent in rebates for projects carrying a budget of $50,000 or more, the state has seen a rush of interest from filmmakers. With a well established a client base and solid reputation across the state, Publicity Works is fully prepared to handle unit publicity for these projects. Consider the following core competencies:

• We are in a prime location and position to connect producers, cast and crew with the media during film shoots, and to build public interest for these projects.
• We are focused on customizing a strategy to handle all aspects of media coverage, including the appropriate scheduling of interviews and set visits during film production.
• We have strong contacts in local, national and film industry media and can ensure projects are properly promoted and press coverage is handled in the best interest of the project.
• We offer a complete package including writers on staff and professional partnerships with photographers, digital filmmakers and online experts, making it easily to execute comprehensive press kits detailing cast and crew lists and interviews, a film synopsis and production notes.
• Our staff is prepared to assist in the creation of electronic press kits (EPKs) containing behind-the-scenes footage, still photography, interviews with cast and crew, and more.
• We blend both traditional and cutting-edge convergence media to formulate a strategy that best-suits the project at hand.
• Our clients included world-renowned DJs; promotion of the world’s largest annual free electronic music event; and some of the hottest nightlife spots and restaurants metro Detroit and Ann Arbor.
• We’re experienced in the production of television programs and DVD projects.

For more information, visit www.publicityworkspr.com or call (248) 691-4466.

It seems to be a topic of some debate.

A recent post by Allen Weiss on Marketing Prof’s Daily Fix Blog noted that in recently speaking to junior and senior level college business majors – most of whom could be found on Facebook and LinkedIn – were not as familiar with Twitter. He said some considered it a waste of time or even “information overload.”

That seems to suggest that younger users don’t find value Twitter. And if you look to that age group to predict the future of social networking, it might imply that Twitter isn’t an important or viable a tool as we thought.

But we disagree – for two reasons.

First, Facebook’s deal-makers have been trying to acquire Twitter. Business Week reported recently that talks have stalled on the Twitter takeover, with Facebook reps offering $100 million andmore in stock.

If there wasn’t some evidence that Twitter would continue its massive growth, the price tag and negotiation wouldn’t have been there in the first place.

And if those numbers aren’t enough, let’s talk Skittles.

The rainbow-colored candy recently revamped its Web site giving credence to the microblogging social network. Visit Skittles.com you’re welcomed by a Twitter search page detailing all the current chatter on Skittles. And boy, has it got people talking and tweeting. Love it or hate it Skittles sees Twitter as its best bet to share information about its brand online.

Our take? Maybe Twitter’s early adopters aren’t coming from the 20-and-under crowd. But we’re willing to venture a guess and say those college students in question will have Twitter handles of their own soon enough.

Facebook might be the network of preference at the college level, but once out in the business world, we imagine these young professionals will find new and engaging uses for Twitter too.

For a site that can be used for everything from finding a job to connecting with peers to sharing news in real time, Twitter seems to have a bright future ahead.

We’re not cheerleading any one social network over another. We’re simply saying with as fast as the social media landscape is growing and evolving – perhaps predictors of its future can no longer be limited to any one demographic.

What do you think? Are you a Twitter fan – tell us why or why not. Or follow us at Publicity_Works.

Through our ongoing research, we’ve witnessed the altered landscape of this industry and find it fascinating and full of new opportunity. That’s why we’ve created The Marketing Minute. Each week we’ll bring you marketing tips, tools of the trade and in-the-know advice for getting your business off the ground and doing the most for your clients.

In quick 1-minute viral video segments, we’ll banter about everything from blogger power to how to survive in a down economy. We’ll talk up the wonders of Twitter and social marketing and get back to basics by showing you how to “Be the Brand.”

But we’re not here to merely spout ideas into the blogosphere. We want your feedback. Tune in weekly at www.publicityworkspr.com and share your comments and suggestions with us. Social marketing and public relations are based on authentic connections and conversations. We’re all for keeping those lines wide open.

While the tried and true methods of publicity – from a mention in a magazine to a perfectly promoted event – still have significant value, the results can multiply through the use of social networking.

Here are some ideas to consider:

* Brevity reigns supreme – When it come to sending tweets, 140-character messages through Twitter or newsfeed updates on Facebook, make the information pop. Be quick and witty. Be mindful of key search words and references that users might be seeking out and soon enough, customers will find and connect with you.
* Lead them where you want them – Whether it’s your company’s Web site for more information or to a Tweet Up at your restaurant or a sale at your store, give them the basics and link a URL toward more details.
* Think visually – Add photos to draw attention to your LinkedIn or Facebook page or show off your surroundings or new products on Twitter.
* DIY or don’t – Sure social networking can be done at no cost, but if you truly aim for results, consider assigning this task to a marketing professional who will analyze and even create content for your blog. Publicity Works offers special packages that can offer as little or as much assistance as you prefer.
* Never fear – Some businesses might be more tied to the traditional routes of getting the word out about their business. But there is no need to limit your business’ potential during this time of change and opportunity.

Now get online and start seeking out those already-available, invaluable connections!