Peace, Love and Posting: #Coachella's Facebook Union

Woodstock had the flower generation and Coachella has the Facebook generation. Music festivals are synonymous with roughing it; whether it was mud-covered attendees making the most of a torrential downpour at Yasgur’s Farm in ’69 or tent cities littering the grounds of Lollapalooza in the ‘90’s, you’re expected to substitute comfort and convenience in exchange for cavorting and community. To an avid-social media fanatic this could be anxiety-attack inducing. Not to fear: this past weekend, Coachella had you covered.

So how do you survive a weekend in the desert without your social media accounts? In what strikes me as the most creative usage of social media this year, concert-goers at the Coachella music festival in Southern California were excited to learn that their entry-wristbands were connected to their Facebook profiles. In an attempt to curb ticket-counterfeiting, the brain trust at Coachella utilized unique barcodes to link wristband to user, complete with a registration process that involved syncing with the social media leviathan.

Even without the benefit of a smartphone or laptop, those in attendance could scan their barcodes at various locations on the grounds to check-in on Facebook and broadcast to their friends online that they’re seeing The Refused reunion and you aren’t (if I sound jealous it’s because I am.)

I often wonder if Zuckerberg and Co. even saw these types of innovations on the horizon. You cannot escape Facebook’s influence on everything; be it discounts for geo-tagging yourself at a local eatery or redeemable coupons on corporate accounts. Social media's expansive tentacles are everywhere; and with last weekend’s events in Indio, California, you can now post to your social media cloud without an electronic device. It really mind-blowing to consider the rapid evolution of Facebook, and entirely easy to get excited about the future. 

-Carter Breazeale

PR/PR Public Relations   

Pinterest and Internet Trends

If we were to personify the collective Internet, it would be comprised of a toddler’s attention span and a teenager’s keen awareness of revolving trends; essentially a virtual hyperactivity disorder with a dash of rebellious competition as to what’s ‘hot’ and what’s ‘not.’ If MySpace is an acid-washed t-shirt, then Pinterest is low-rise skinny jeans.  As a twenty-something male (not denoting my actual age, but rest assured it’s at a number that I’m no longer comfortable listing publicly; think wrong-side of twenty-five) who is an outlier in terms of Pinterest’s target demographic, my knowledge of the burgeoning social media giant is cursory at best, but it’s been impossible to ignore the website’s meteoric ascent. In the rapidly shifting online arena, it’s essential to keep your finger to the wind to maintain a working understanding of the latest trends, whether they immediately apply to you or not.

Five years ago no-one would’ve predicted the world-altering effect Facebook would have on interpersonal interaction. I like to joke that it’s even made high school reunions obsolete (you didn’t want to go anyway, regardless of the open bar). Zuckerberg and Co. have created the up to the second news cycle, and ushered in an unprecedented level of connectedness, forging the way for other social media outlets to follow suit.

Working with Amanda and Lindsay, two dedicated Pinterest disciples (I colloquially refer to the pair as ‘pinheads,’) I’ve gleaned a great amount of knowledge as to the website’s purpose and potential by simply listening to their conversations. This social media incarnation takes a different avenue for connecting others: visual branding. I like to think of it as an online dorm-room corkboard, outfitted with your favorite personality-encompassing Internet graphics; be it memes, recipes or sarcastic quips about waking up on Monday mornings. With its user-base multiplying daily, businesses are clamoring for opportunities to utilize Pinterest much in the way that they use Facebook and Twitter.

In our office we’ve been exploring the benefits and possibilities of adding Pinterest to our own social media cache, although the existing interface and format seem a little outside of our realm of business. Pinterest has carved a unique niche as a visual and graphically-driven outlet which is not immediately applicable to what we provide, but as other social sites have shown, this can change at the drop of a hat. So while we are not adding the Pinterest rung to our ever-increasing social media ladder at the moment, we are keeping our ears to the ground for ways this burgeoning website can benefit PR/PR and our clients.

Staying ahead of the e-growth curve is synonymous with maintaining a stout online footprint, which at times can feel a bit daunting. The whirlwind nature of social media trends can at first seem confusing and make your head spin, like when your teenage son calls you a square for still wearing pleated jeans or colors out of season. When did all of this go out of style? The ‘when’ is unimportant and irrelevant, and in the age of ‘now’ it has never been more imperative to attune yourself to the ever-changing online world and keep ahead of the game.

-Carter Breazeale

PR/PR Public Relations

In 2012, Set Professional Resolutions

The New Year is a time for goal-setting. Establishing benchmarks for progress that often fall to the wayside; the treadmill gathers a Pompeiian coat of dust, ashtrays remain filled and overflowing, and interest continues to mount on the credit card from that ill-advised spree at the mall. One week into January, and many are already rationalizing the grip they’re losing on their personal resolutions, but what is the status of those of the professional variety? What outline have you set to ensure profitability and relevance in 2012?

The main item on your professional resolution list should be full-immersion in print media. Your articles and interviews in trade and association publications as well as daily newspapers and newsstand magazines establish you as the expert in your field, and put your name into the hands of decision makers and industry leaders daily. There has been no lull in the viability and power of print, and this trend will continue, regardless of other avenues. Want to increase the frequency and fees for speaking engagements? Concentrate on getting your name in print.

Want to diversify your online footprint? Become active on the litany of social media sites available.  Mashable.com just released a social media preview for the New Year, and many niche sites such as Quora and Plaxo are on the upswing, continuing to attract new users daily. Intelligent activity on the big three: Facebook, Twitter and LinkedIn are givens, but inclusion of other social media platforms into your online cloud only serves to promote your brand and increase visibility.

Your professional resolution needs to consist of a two-pronged attack of print and online media. Print media cements you as a go-to source in your field, and social media expands the reach of your message and brand. There’s no better remedy for stress and headaches than career success, and the worry and time you’ll save yourself with print and social media will allow you to finally devote yourself hopelessly to that neglected treadmill of yours.


-Carter Breazeale


PR/PR Public Relations

VisualCV Couldn't Make the Connection

The transition of the corporate realm from physical to online has been anything but business as usual.  Companies have scrambled to harmonize with an unfamiliar world that has, by all accounts, become the most important platform to recruit customers and clients, as well as employees.  The progression of the Online-Era saw the inception of scores of corporate-oriented social media websites, but two quickly established themselves as top-dogs: LinkedIn and VisualCV.  One continues to flourish and expand, and the other is quickly becoming an afterthought.

LinkedIn is trending upward in the corporate arena, with new users signing up in droves daily.  The prevailing reason for the site’s alpha-dominance boils down to involvement; along with crafting a qualifications-based profile, users have the ability to connect with others in their field; including prospective clients.  VisualCV is essentially a static online résumé which does not offer the interaction available with its strongest competitor. 

In many circles, shaking hands with the right people and corporate networking is as (or even more) important as your accomplishments and credentials.  LinkedIn is serving as an online 18^th hole; where connections are made and deals potentially consummated.  VisualCV allows you to merely project your career-qualifications; LinkedIn provides the capability to discuss them with decision makers.

A tip of the cap to Visual CV, however; they trumped LinkedIn in the multimedia game, as they allowed the hosting of YouTube and Vimeo videos: a functionality LinkedIn does not support.  For those looking for self-promotion, especially for speaking engagements, there is no better evidence of your aptitudes than a video confirmation.  Unfortunately, their visual capabilities did not translate into success.

The world of social media oft acts as a world of social Darwinism, and LinkedIn’s massive popularity and effectiveness is spelling the extinction of VisualCV.  It goes to show that online success begins and ends at the ability to interact, and while LinkedIn has established itself as the destination for the corporate world, VisualCV is looking more like Social Media Siberia.

-Carter Breazeale

PR/PR Public Relations

Cyber Monday's Meteoric Ascent

I’ve never been Black Friday shopping, but I like to imagine it’s something like a swarm of pre-teen girls hopped up on Redbull trying to be the first in line to purchase Justin Bieber tickets.  A swirling mass of bleary-eyed shoppers working off their tryptophan hangovers at 2 a.m. with the promise of discount televisions and ten-dollar seasons of Breaking Bad, ready to annihilate anyone who stands in their way.  Cyber Monday renders all of this rigmarole and physical danger obsolete, and in 2011 it eclipsed the profits turned in on Black Friday, hopefully spelling the extinction to the mob mentality that often accompanies this mainstay of cutthroat consumerism.

Sales turned in on Monday, November 28^th were 17% higher than on Friday, November 25^th, to the tune of $1.25 billion in total.  This massive number conveys the upward trend of consumers foregoing the deal-possessed hordes on Black Friday and instead conducting their shopping online, from the comfort (and safety) of their own homes.  Social media was an important player in this year’s Cyber Monday, with companies taking to their Facebook pages and Twitter feeds with discount proclamations as opposed to commercials and customary ads. 

Recent studies have indicated that social media marketing has surpassed traditional advertising; to the point that Cyber Monday’s growth actually mirrors Facebook’s growth.  This is no shock at all, as more and more corporations are abandoning the deserted marketing paths of old and adapting to more visible and cost-effective methods utilizing social media.  Allowing for customer interaction and a more personal experience, social media has proven a potent sales tool. 

Twitter trends and shares on Facebook allow for your product to essentially go viral; whether it’s a dirt-cheap toaster oven or your new book release.  Businesses’ spend an exorbitant amount on marketing themselves, and in years past most of this budget was allotted towards now near-obsolete means: billboards, radio and television commercials.  With the point and click convenience of broadcasting your product or brand via social media, you reach the customer quicker, more efficiently, and cheaper.

The success of this year’s Cyber Monday is a testament towards how the Social Networking Age has rewritten the business arena’s playbook.  Your holiday shopping can now be completed while browsing Facebook as opposed to in lawless shopping malls under the threat of a stampede.  With millions logging on and over a billion in sales on Monday, it shouldn’t be too much longer until Black Friday is finally waving the white flag. 

-Carter Breazeale

PR/PR Public Relations

Twitter: Your Customer Service Renaissance

Outstanding customer service recruits and retains business.  There’s nothing like walking into a convenience store and an associate greeting you by name; your regular purchases already at the counter waiting for you.  In the interpersonal disconnect that exists in the world of emails and text messages, a sterling level of customer service may be difficult to come by as opposed to years past.  Thankfully, the realm of social media – specifically the Twittersphere – has allowed for one-on-one interaction, creating a channel where companies can reach their clients and customers instantly and efficiently, ushering in a new era of corporate-consumer relations.

In her new book, Thumbonomics, PR/PR client Heather Lutze describes the evolution of Comcast Cable’s customer service, which was perennially viewed as one of the worst in the business before it implemented a social media component.  ‘Comcast Bill,’ as he is colloquially known, maintains Comcast’s Twitter account: @comcastcares, and interacts with customers and addresses cable problems in real-time.  Utilizing a social media vehicle for client relations has allowed users to put a face to a name, and ensure customers that their issues are being handled by a real person, not some autonomous robot on a phone system.  Comcast, previously a customer service pariah, has now garnered over 50,000 followers on Twitter, all eager to join in on the conversation.

Blogger and social media extraordinaire, former PR/PR client Peter Shankman was the recipient of one of the best examples of sparkling customer service derived from Twitter, as he jokingly tweeted at Morton’s Steakhouse that he would like a porterhouse waiting for him upon arrival at the Newark airport.  Much to his surprise, a server from Morton’s was waiting for him at the arrivals gate, porterhouse in hand.  The move provided a boost of publicity for the steak restaurant, as Peter dedicated an entire blog post to their inventive use of social media to make someone’s day.  Experiences like Peter’s build life-long customers, and the opportunities for these experiences have increased exponentially since companies jumped online. 

Twitter is a powerful tool when used correctly, and can be a sinister one when used against you.  Separate yourself from your contemporaries by engaging in person-to-person conversations; assist your clients in rectifying their problems and answering their questions.  The Halcyon days of superior customer service have not gone the way of the buffalo; they are alive and well with one click of a button. 

-Carter Breazeale

PR/PR Public Relations

  

#Occupy Wall Street: A Case Study in Grassroots PR

The brushstrokes of revolution are interwoven throughout the mosaic of our country’s history.  From the dumping of tea crates into the Boston Harbor to Abbie Hoffman’s rousing rhetoric on the steps of the Lincoln Memorial, social activism has embodied the American spirit and molded the American story; the wellspring of which evolved at a grassroots level.  The Occupy Wall Street protests have captivated the nation, and fostered a movement focused on rejecting the status-quo and demanding true revolutionary change.  Beneath the signage, soapboxes and megaphones, there is an undercurrent of public relations strategy flowing through this mission to achieve a more perfect union.

The architecture of having your message heard is an evolving one, to say the least.  Relentless focus and effort is required to promote -and most importantly- sustain your thoughts and ideas.  As was the case with the Occupy Wall Street protests, Twitter hash tags and Internet organization were instrumental in rallying the troops, but unyielding dedication spurned its growth and notoriety nationally.  On September 17^th, the first day of protests, scant attention was paid to the events in Zuccotti Park by the media or public.  On October 5^th, Keith Olbermann read the participants’ mission statement on his evening news program.  The publicity process is an organic groundswell that begins from the bottom up, and does not occur overnight.

The desired result is a snowball-effect, gradually gaining momentum as your brand and name grace the pages of daily newspapers and magazines throughout the country.  Occupy Wall Street was born of a simple email blast in mid-2011.  By October the world was watching the fruits of their efforts unfold on the national level. 

“I’m incredibly humbled by the college students, the young people, who have built a movement from an interpersonal and social media foundation and forced the nation to pay attention,” says Sandy Dumont, author and The Image Architect, who attended an Occupy protest in Norfolk, Virginia.  “I immediately thought of the ‘American Autumn’ and how I wanted to be a part of something special.”  Sandy was informed of the happenings on television; weeks after the original seeds were sewn and the operation was still in its infancy. 

Regardless of which side of the political fence you find yourself, whether you agree or disagree with the movement that is now sweeping through many major cities in our country, you cannot deny that the nation’s collective ears have perked up, and steadfast commitment to the cause is the reason.  Organization on the ground floor, cross-posting of articles on various social media clients rendering them viral, articles placed in news publications that were initially resistant: it’s paying dividends.  The Occupy Wall Street movement is a statement of solidarity, an uprising against perceived injustice, and a cleverly run PR campaign at its core; devote yourself wholeheartedly to your own personal crusade, and people will begin to listen.

-Carter Breazeale

PR/PR Public Relations

Social Media: Where Change is the Only Constant

On October 3^rd, Facebook will rollout its new ‘Time Line’ interface for all of its users worldwide.  This announcement comes fresh on the heels of the globally maligned ‘mini-feed’ update, which had members inquiring as to why Mark Zuckerberg was making unnecessary changes that rendered his free service difficult and inefficient for many of its users.  Bob Dylan famously sang, “The Times They Are a-Changin’,” which rings especially true in the rapid-fire realm of the Internet, where the environment seems to warp right as it becomes familiar.

Until recently, Facebook was primarily a medium for twenty-somethings and younger people to interact.  Within the last couple of years, the social networking behemoth has undergone a demographic shift that now transcends all ages and generations.  It’s a fairly common cliché that older individuals are steadfastly resistant to change, to the point of outright stubbornness, but the swiftly evolving world of social media has forced everyone to adapt, regardless of readiness or willingness. 

In the business and private sectors, for work or leisure, everyone depends on social networking.  Zuckerberg and Co. have cornered the proverbial market, like great puppeteers in the sky, maneuvering their respective mediums in any way they see fit.  Not a fan?  You can delete your free profile.  Feel the changes are too overwhelming or time-consuming?  There are still 800 million people who will disagree with you (fun fact: if Facebook were a country, it would be the third most populous in the world.)  Like it or not, the social media bigwigs hold the cards, and we can go with the flow or get left down-river.

Relentless evolution encompasses every social network, but occasionally the changes really do undermine the operation.  Myspace was the end-all be-all of leisure-based social media websites prior to News Corp buying it out and flooding the main page with ads and distractions (which led to the rise of Facebook.)  Fast-Pitch was immensely popular in the business world until an influx of multi-level marketers and spam triggered the mass exodus of its core users.  Myspace went from a value of $580 million when it was purchased in 2005 to a meager $35 million when sold in 2011.  Fast-Pitch has recently undergone a retooling in an attempt to garner users, but remains an afterthought when compared to business networking sites such as LinkedIn.

There is only one constant in the domain of social media: change.  Expect to be inundated with new features, new settings and new ways of interacting.  Frustration comes with anything that appears foreign, especially when you’re of the opinion that things were fine the way they were.  As you should with every aspect in life, greet new experiences and opportunities with an open mind, and embrace and appreciate your presence in the moment where all you can expect is that nothing will remain the same. 

-Carter Breazeale

PR/PR Public Relations

Is The World Revolving Faster Around Social Media?

At the conclusion of every calendar year we are inundated with various ‘top ten lists’ and retrospectives detailing noteworthy events.  Here we are in September, and we’re already recounting memorable moments in 2011.  The common thread interwoven in these stories: social media, and how rapidly the globe seems to spin since we all plugged in to Facebook and Twitter.  The interesting twist?  Nearly every notable news story revolved around social networking and how its inception has ushered in a new era in the way we all interact.

News and current events are now instantaneous and comprised of second to second accounts from various social networking outlets.  At times, the 24 hour news cycle can seem exceedingly overwhelming; all it takes is poor cellphone reception and you’re the last one to know.  Clued in bloggers and beat-writers have become as reliable as contemporary news outlets, and considering the vast amount of red-tape required to verify and publish scoops, they’re faster, as well.   

We’ve entered into a realm of uncharted interconnectedness.  You are literally one mouse-click away from locking down that meeting or scheduling that high-profile speaking engagement.  Taking to the pavement and purchasing advertising time has been replaced with Facebook ‘likes’ and Twitter hash tags, conference calls exchanged for Skype conversations.   Unquestionably, every business venture has been streamlined for efficiency and cost-effectiveness via social media.  The world simply isn’t the same.

With three and a half months left in 2011, there is still ample time for your endeavors to go viral.  Every tick of the minute hand marks a new happening somewhere across the globe, and with social networking, you can rest assured that we will all hear about it.  Utilize the tools at your disposal, connect with others so your message is heard, and become the person we read about when we refresh our newsfeeds.

-Carter Breazeale

PR/PR Public Relations

Sloth: The Deadliest Technological Sin

Our own in-house grammar-guru Lindsay Durfee made reference earlier this week to a recent USATODAY.com article that was littered with misspellings and various errors.  Although corrected, the post was met with a litany of user comments as to the carelessness of the media outlet releasing something without a simple proofread.  Their solution: disable the comment functionality, correct the errors, and enter damage control mode.  Was this occurrence a mere aberration or the symptom of a greater problem sweeping the business world?

The Internet Age tore across the globe like a bullet-train through Grand Central Station.  Many adapted to its advent, and many unlucky individuals let it pass them by.  Those who got on board early are reaping the benefits of its capabilities, and those who remained stagnant are trying to retain a firm grasp on their professional lives in this exciting and unfamiliar time.  There’s no doubt the Web has revolutionized all that we do, but in instances as described above, it may prove a hindrance as opposed to an advantage.

One glaring observation is the infiltration of “Internet shorthand” into the business sector.  While appropriate for your Twitter account or a quick text message, “LOL’s” and “U’s” have no place in the email subject line to your CFO.  A lackadaisical approach to the simple matters in business will simply cause your constituents to doubt your abilities and cast you in a negative light.

Our most recent blog post outlined the importance of using social media to craft your brand notoriety and maximize your Internet presence.  There is one other critical facet to this: use your brain!  Smart social media trumps a flood of nonsensical, inaccurate Twitter blasts and Facebook status updates.  Aside from providing a public forum for your potential clients to view your mistakes, it denigrates your message and broadcasts an image of inattentiveness to your affairs. 

With the world at your fingertips, it’s entirely too easy to drift into autopilot and allow technology to do all the work.  As USA Today learned the hard way this week, spellcheck is no substitute for attention to detail and a copy editor with a keen eye.  Rein in every aspect of your corporation that is visible to the public: from pitches and press releases to blog posts and business emails.  The Internet is a magnificent tool; allow it to work for you and not against you.

-Carter Breazeale

PR/PR Public Relations

The Key to Social Media: Thinking Outside the Box

Amid allegations of fraud and misuse, on August 14^th Starbucks put the kibosh on Johnathan’s Card, the latest social-phenomenon to ignite the Internet.  Working on the long-held, but woefully infrequent practice of ‘paying it forward,’ Johnathan’s Card allowed folks across the country to utilize Jonathan Stark’s Starbucks card to buy each other a cup of coffee.  As drinks were purchased, the account was drained and replenished by its users and the available funds updated in real-time via Johnathan’s Twitter handle: @JohnathansCard.  The coffee conglomerate was silently rooting for the endeavor to succeed, but unfortunate circumstances forced their hand in canceling the account.  Albeit short-lived, this thought-provoking experiment was a testament to the global impact of social networking, and how far-reaching the Internet’s information-rich tentacles can truly be.

By far, the best example of viral Internet marketing is Old Spice’s ‘Mano A Mano in El Baño’ campaign.  The ‘Old Spice Guy’ answering Twitter users’ random questions in the form of a personalized commercial on YouTube cemented Old Spice as ahead of the curve in employing the web for marketing and brand recognition.  Personally, I found myself ignoring all other products on the deodorant aisle and heading straight for the Old Spice.  When an ad campaign compels you to purchase a product simply because you appreciate the commercials, someone in the PR department is doing it right. 

The fact of the matter is that the game has changed.  Facebook, Twitter, LinkedIn and other social media websites have turned the advertising game on its head and shifted the way we all conduct business.  Gone are the days of supermarket circulars and cold-calling.  Obsolete and arbitrary are many of the practices once considered the standard in the world of sales and marketing.  Your prime objective should be widespread visibility, and in terms of crafting your brand and name-notoriety, the old way of doing things simply doesn’t suffice. 

Focus on your social-media footprint and maximizing your online presence.  Make a mental note that you are the artisan of your own future successes and profitability, and take advantage of every possible avenue for enhancing exposure.  We are waist-deep in previously uncharted waters in terms of publicity, and the possibilities are virtually endless.  Don’t wait for the ship to sail: take a cue from Jonathan Stark and Old Spice and dive right in.

-Carter Breazeale

PR/PR Public Relations