What does that mean for the 87% of social media flacks out there clamoring social media is about conversation! as loud as their blog and panel seats will allow them? It means that if you’re considering hiring them… Don’t. Save your money. The business translation for this statement is I haven’t figured out how to drive business results through social media yet. This is probably because most social media experts are little more than well-versed social media consumers. Social media consumers partake in social channels on their own time, as part of their personal lives. In this regard, social media IS about conversation. This is personal social media. This is just like personal email. Personal email is about conversation. Company email is about driving business results. Likewise, company social media is also about driving business results.

Social media is a fantastic new business opportunity for companies. It can drive sales, awareness, messaging, recall, branding, and any number of other business objectives. It is also a fantastic new business opportunity for PR professionals who have a natural proclivity for the space. However, gone are the days when a company can be successful in social media simply by “doing it’. It’s no longer impressive to host a blog. In many instances and industries it’s expected. As the luster fades from doing social media for the sake of doing it, so does the impetus for companies to dedicate resources to it. Social media can no longer be about “just giving it a shot”. Much as its traditional counterparts, social media is now about driving business results.

So what role DOES conversation play? asks the new guy much more timidly now. Conversation is one of many means to achieving business results in social media. It cannot stand on its own, however. Conversations end with goodbye. If social media is to succeed in the corporate world, it must end with a “good buy”… Ok sorry, that was terrible. Point made, though. Before engaging in any social media campaign it is important to identify your target business objectives. At the end of the campaign if you have a lot of Facebook friends and almost as many unmet objectives, it’s time to retool. This is not personal social media for your company. It’s company social media for business results.

While there may be new rules for communicating online, that doesn’t mean the old rules no longer apply. Yes, it’s true that today’s journalists are now blogging, Twittering, Facebooking, and carrying hand-held video devices to print interviews. However, they are still professional media members, which means the standard protocol and etiquette for PR practitioners remains the same.

My point?  Journalism and PR are in a significant state of flux.  As both sides scramble to gain solid footing, it’s more important than ever to adhere to the core skills we’ve spent years honing and developing - writing and research.  By default, the blogosphere presents a very casual, conversational style (which I personally love).  Unfortunately, many PR practitioners are adopting this casual approach in their execution, not just content.  We need to be smart about our content and even smarter about whom we target.  If not, the same rules apply…we lose credibility and damage our earned relationships with the media, or even worse, are publicly flogged like poor Amanda Miller on Joe Nocera’s New York Times blog.  Whether or not you agree with Nocera’s humiliating approach, one issue rings clear - excellence in our work must never take a back seat.

We, as practitioners, have a fantastic opportunity to become a value-add to journalists now expected to do the jobs of five people.  Our content, connections, access to thought leaders and research can be invaluable to them.  In return, their coverage and attention is invaluable to us (namely our clients).  Too often, we are considered “flacks.”  I strongly disagree.  We are an indispensible cog in the machine, but it’s up to us to stay well-oiled to maintain that relevance.

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1. The community is smart

If you try pumping views, seeding comments, or any other tactics that may be construed as counter to the organic purpose and nature of the community, you will get flagged for it. Once you’re flagged by several users your greatest hope is either indifference or deletion. Neither of these is a good alternative for brands who wanted to leverage the promise of social video sites.

2. Faux UGC is OK

Creating viral videos and seeding them under the guise of being unbranded/user generated IS ok. As long as you own up to it later. People don’t like being duped but they will accept it for a good reason. In other words people will understand if a video had to be seeded under the guise of being user generated for the purposes of being funny or entertaining. They will not be understanding, however, if you continue the ruse and refuse to take ownership of your content.

3. Honesty in VSEO (Video Search Engine Optimization)

This seems like a no brainer but still needs to be reiterated. As with SEO, video optimization can play a big role in how proliferated it becomes (how many people view it) as well as how engaging it is (how many people comment / rate/ email it as well as how many repeat commenters you have). Methods of video optimization include strategic response linking, title / tag / description optimization, and thumbnail optimization. These elements can be likened to the meta data of VSEO… They are easily manipulated but doing so inappropriately can actually have negative consequences. Just make sure your descriptors, response link, and thumbnail are accurate representations of the content you are posting and you should be fine.

4. Don’t Trick Google

YouTube This is also a bit of an adaptation from old school search engine optimization. Back when I was touring and speaking on SEO I was frequently approached by marketers who wanted my take on their latest scheme to shoot to the top of Google rankings. My advice to them was invariably, “If you think you’ve figured out a way to trick Google… DON’T.” That means 1) don’t think you have tricked Google because you probably haven’t and 2) don’t implement your idea. Those are the sort of ideas that got BMW kicked to timeout from Google. Cut the tricks and instead focus on creating top notch content, optimizing it with strategic but accurate VSEO (see above), and promote it via good ol’ fashioned grassroots outreach. If users don’t like the content enough to share it virally chances are any shady tactics are going to be flagged regardless.

5. It’s About the Brand

Viral videos are hot. They’re sexy. They are the rage and for good reason – according to comScore there were more than 10 BILLION online videos viewed in February of this year. Top videos in sites like YouTiube, Revver, and DailyMotion can make a marketing campaign successful or crash a young company’s servers (if they’re lucky). Add to that the average YouTuber is now up to 28 minutes per visit!

Mass consumer appeal, prolonged engagement, this is an enticing marketing opportunity. And everyone knows which videos succeed, right? They have to be funny, sexy, or humanly impossible for people to watch them. Right? Wrong. YouTube and other social video sites are a great opportunity as long as you segment your audience, find the RIGHT people to view your videos and grow your message virally from there. These people want something that is on brand. In fact, off brand videos in social video sites can be a huge turn off for consumers. Don’t get caught up in the “What Will Consumers Respond to?” mentality. Think instead of “What Message do I Want Consumers to Absorb?” and craft the best content to convey that message. It may not be funny. It may not be sexy. But if it is on brand and you select the right targets for seeding then your marketing objectives will be achieved much more readily.

6. Be Real

Seriously. For all of us. Be real. If your client comes to you and asks for a YouTube video, you should first be asking yourself – is this the right opportunity for a viral video? Or did my client just hear about YouTube from his or her daughter? Be real with yourself and your client about the content you are creating and the purpose behind driving it forward – does it align with the brand messaging? Will it resonate with your online audience? Does it address current opportunities or threats? If it does not then you are walking into one of two situations – public indifference (ideally) or public martyrdom. Yes, the community will make an example of you for feeding them crap, so be real about the videos and message you deliver.

Sometimes the best policy is just to picture the final video in your head and ask yourself – would this video suck? That’s the $1 million dollar question and one you should ask yourself every time you cut a viral video… Does this video suck? If it does, then be real. Counsel the client. Don’t let them make a mistake by putting poor content out on the web. If you have a hard time figuring out answers to the questions in the last paragraph then odds are you need to take a step back from the project and be real. It may be time to live and fight another day.

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Social video sites are massively popular, the wave of the future, and able to perfectly bake sourdough bread while teaching you to speak French. They are also a liability if not handled with composure and experience. Following the underlying principles behind these six rules should provide you with a solid starting point for how to successfully promote viral videos without incurring either the community’s wrath or indifference.

1.    Treat it as a partnership – yes, you’re hiring the vendor, but that doesn’t make them your slave.  The old adage, treat those as you’d like to be treated definitely holds true here.  You’re in this together and in order to ensure success, you’ve got to act as a team.

2.    Set and manage expectations – I prefer to have everything in writing and I’m often on conference calls all day, so I prefer to try and conduct as many transactions as possible via e-mail.  I had one vendor who seemed to only want to use the phone, so I finally said, I’m available at this time, or we can just handle this via e-mail.  If you prefer to discuss via phone, let them know in advance.  And, be clear on when things are needed.

3.    Invest in making it work – take the time to make the partnership – 30 seconds doesn’t cut it.

4.    Share information – this should go without saying, but it’s important to give the vendor the big picture and all the information they need to get the job done. In the same way as you’d do for a colleague, explain the program, why you’re executing it and provide the details.

5.    Give feedback – throughout the process give regular feedback and discuss it when the program/assignment is wrapped. 

Now, I just need to take my own advice!  

When I started my career in public relations, I swore from the onset I wouldn’t do events – I didn’t sign up to be a glorified party coordinator after all.

That was a foolish oath blatantly revealing my naiveté about life (never say never) and the many layers of PR (it’s not just pitching, stupid).

The inevitable role of any good public relations practitioner is, in part, the art of creating, managing and staffing events you and your client can be proud of. This is no small task. Think of the last time you organized a birthday party for a friend or planned your own celebration. Who will cater? Who do you invite? Will they show up? Unlike your typical affair, who attends, who they talk to, what is discussed and what they do with the information after they leave is everything.

In PR we don’t throw parties to show off our savvy people skills (but they do come in handy!). We strategically assemble the right people in the ideal environment on a key date and time to accomplish specific goals that at the end of the day show a return on the investment. Most often, we want targeted media to attend and we need illustrious spokespersons that will tout key messages and toe the party line, so to speak.

Make a date

Think carefully about the date – does it coincide with a significant regional or national event that can outshine yours? Does it coincide with a holiday or other commemoration that can nicely compliment your efforts? Consider the time of day. If TV stations and print reporters are important to you (as they typically ought to be), consider their on-air schedules and run dates. Are they likely to give up their evenings for a 7pm event? Is it on a Saturday? Are there crews that will come out on the weekend? Remember that stations are severely understaffed on weekends. On the other hand, news is slow on weekends and your event could be just the ticket.

Location, location, location

Consider the size of your event and the length of the guest list. Bigger is most definitely not always better. I’d prefer a space that is overflowing with attendees than an excessively spacious one where people tend to gravitate to the side or corner with a bare center, leaving the impression there were a lot of no-shows. Outdoor locations are great for health or fitness related activities or musical events, but if you’re planning on some place where rain anytime is possible, have a Plan B firmly in place. Indoor or out, know there will be a lot of city government, union and venue restrictions; know them all well in advance so there are no surprises. Describe the event flow to the venue representative so you can negotiate what’s allowable and what isn’t every step of the way.

Oh, and develop a comprehensive, step-by-step event flow of the day’s activities – be meticulous and thoughtful about every detail. This becomes your team and the client’s bible for what to do, when, how and where in timeline form.

Talking heads

Identifying and securing the right spokespersons – from niche experts to high-profile celebrities – is a skill in itself, often underestimated. Give the discussion and analysis with your team and the client the time and energy it deserves. Know your limitations. If you’re not up to speed on celebrity causes or interests that match your client’s, bring in third party experts to help identify options and to secure the talent. This process should begin a good several months before the event. You will likely not secure your first choice, or even your third. Anyone who has dealt with managers, agents and lawyers knows that there’s a lot of blood, sweat and tears before contracts are signed and the working relationship begins.

Parting words

The best advice I can give is to do an audit before you make a significant financial investment. Ask your media friends if they would cover your event on the date and location you’re considering. Ask your own friends if they’d attend if you’re throwing a consumer event that hopes to attract the general public as well. What would they expect to see and receive? Most of all, ask your clients what their vision for success is. You’d be surprised that what they think a great event is might differ from your own.

Take a realistic look at your budget and manage your clients’ expectations. They can’t rent the ballroom at the Peninsula at a shoestring budget, or expect A-list talent to attend or play the role of spokesperson on the cheap or without clear incentive.

Got it all? Good, have a BLAST!

I’m a huge fan of Will Leitch and Deadspin, as well as Buzz Bissinger.  What this video really illustrates is a generational gap and a debate over where value lies in journalism.  Does value lie in the speed and sometimes brutal honesty of blogging or is it in the time-honored craft of reporting and filling a beat.  Probably somewhere in between.  Enjoy.

But yet – your work doesn’t end here.  Your first job in PR is more than learning how to develop a mean media list, write a decent pitch letter, and monitor client-related news.  Where you decide to hone your skills as an assistant or coordinator will also determine the types of clients and professionals you’ll get to meet and work for, how much hands-on practice you’ll receive, and in which areas you’ll be able to gain significant expertise.

Assuming you’ve narrowed it down to agency life (considering the less likelihood of breaking into an in-house PR job right out of school), you might ask yourself the following questions:  Multinational or boutique?  Established name or young startup?  Full-service or specialized?  As you might expect, there aren’t any right answers.  Depending on what you want, every agency offers a unique experience that you can tailor to fit your personality and career goals. 

For instance, take global Agency A, with a name that could be mistaken for any law firm or vineyard.  The credibility factor of the name is alluring – a surefire resume builder and networking hit.  The clients will also likely be large, well-known brands.  Your responsibilities however may be limited to your job title.  Client interaction could consist of Fedexing a package or arranging travel.  Media relations could be handed off to the designated “media team” whom already has established relationships with the WSJ or GMA.  Some may prefer an organized hierarchy, while others find it confining. 

On the contrary, Agency B, with forward-thinking, kitschy name is a relatively young company brewing with fresh ideas.  With only a few offices across the country, this boutique has a few specialties and is working to establish its name through inventive campaigns incorporating new distribution channels, viral and grassroots activities, and a unique branding that separates itself from its competitors.  You are certainly gaining invaluable experience, but maybe it’s too overwhelming?  There is less of a hierarchy and might feel that you’ve bitten off more than you can chew.  Agency B is not a “well-oiled machine” and you’re learning as you go, realizing that you are not just a number, but rather making a tangible impact on the company.

Now keep in mind – these are two opposite ends of the spectrum, with many agencies falling within and between.  The lesson is that research is essential.  More than just visiting a Web site, the job search should consist of talking to people within the field, attending industry conferences and meetings, and recognizing what environment is most conducive to YOU.

Ready…Set…GO, and good luck!

As marketers have long been aware, moms control the all-important family purse strings.  They are the superheroes around the house, but also the financial decision makers in the family – so it matters a great deal what mommy bloggers have to say.  Consider this, U.S. women spend more than $3.7 trillion annually on consumer goods and services and control 85 % of household spending.  With that kind of clout, we can’t afford not to notice Moms.

Before blogs, a mom’s sage wisdom was confined to the four walls of Junior’s nursery, but the blogosphere has given mothers a more vocal presence in the community, offering them an ever expanding and powerful avenue for communicating their vast wealth of knowledge.  The tech savvy mother can now leverage the Internet for proliferation of their wisdom.  These mommy blogging forums and sites feature a veritable army of moms transferring “in the trenches” advice and experience to others, and serving as a support forum for those overwhelmed with the greatest responsibility imaginable. 

Marketers have been cognizant of mother’s dynamic and influential role for years.  Now that their voices are louder and wider reaching than ever, 87% of Moms read blogs, everyone needs to take note of this community.  They have the power to inspire and affect increasingly large groups of people.