Public Relations Princess

The State of Social Media in Academia

Last weekend, I had a fantastic opportunity to teach a social media seminar at Drake University in Des Moines,Iowa. The course offers one hour of master's level credit for a class that meets on a Friday evening from 5-10 p.m. and Saturday from 8-5. That seems like a really long time to be sitting on a weekend, but to me it went by incredibly fast.

I am a 2001 graduate of the university, and it seems impossible, but I typed most of my papers on a typewriter. I researched most of the material in the basement archive room in Cowles Library. I painstakingly read through research abstracts in the electronic databases and used a "state of the art" program to access all of the material. But I still had to drag those big green books off the shelves and make expensive copies.

Think about how much technology has changed and benefited both students and the academic community. Apply that thinking to the use of social media in universities and the adoption of a social media major in Journalism and Mass Communication Schools in the U.S. Social media has the potential to set a university apart from its competition and tell the stories of the student and faculty.

Colleges and universities should adopt a holistic approach to social media. The problem becomes herding academic types (which is worse than herding cats, times 1000) and getting them to make some decisions without over-thinking it.

My advice to universities for communicating with its "publics":

1. Get the buy-in of the president and the VP in charge of marketing communications. Once those two are in, the rest is academic (pun intended).
2. Form a small committee of people interested in moving the institution forward in using social media, including a representatives from the following groups:
   
   • Students
   • PR and communications staff
   • Admissions staff
   • Alumni relations office
   • Sports communications staff
   • Community relations representative
3. Set a goal of getting at least one form of social media up and running in one month,and having all members contribute and participate
4. Communicate with the group when something significant is happening that the other members can talk about too (i.e. A big basketball game coming up, FAFSA deadline, a snow day, a campus visit by a famous alum, etc)
5. Meet monthly to share successes and failures. Share information.
6. From the beginning, keep good track of metrics and report success to leaders
7. Visit other school sites to get ideas
8. Listen to people who are talking to you via social media and respond to them using social media

In my next post, I'll have some advice for those journalism school and business school deans who would like some advice on how to teach the next generation of workers about social media.

Wal-Mart Manufactures Fake Public Support in Chicago

Wal-Mart is up to its old tricks again.

Ever since I decided to stop shopping there more than five years ago, I've kept track of Wal-Mart's gaffes and legal blunders. I've also given Wal-Mart credit for being a leader in making its buildings more energy efficient and encouraging vendors to use less packaging.

When I tuned in to Twitter today, several people had pointed out that apparently, Wal-Mart has learned nothing from its first fake foray into social media.

Chicago is a difficult market to break into for a retailer. That is a fact. Wal-Mart's frustration with not being able to waltz in and build one of its mega stores without resistance from organized labor and neighborhood groups is without a doubt frustrating.

But under NO circumstances should a company ever be tempted to use "fake" grassroots support. That is exactly what Wal-Mart attempted to do, with the help of the Chicago Chamber of Commerce and its public relations firm, Serafin and Associates.

As a powerful and influential member of the Chicago Chamber, Wal-Mart has shown that it is learning how to play the game in local markets in which it's trying to gain influence. Instead of just flying into town with its gigantic legal team and blanketing the airwaves with branding ads, it's trying to gain influence in some very traditional ways. Joining the Chamber of Commerce, as a tactic,  could not have been more old school.

Wal Mart (hiding behind the Chamber banner) has launched a fake grassroots Web site called, "Our Community, Your Choice" to highlight the benefits of having a Wal-Mart in the community. The site is incredibly "on message" with Wal-Mart's normal talking points it uses when moving in to a community.

According to the site, Wal-Mart would bring jobs and healthier food choices to residents of the South and West sides. Ok, I'll buy that (albeit low wage jobs with no health insurance for most employees). This is where it goes fishy, though. The site says the new Wal Mart will attract more shoppers to other businesses! What planet are they on? It's pretty well documented that Wal-Mart has a tremendously negative effect on adjacent businesses when it moves into an area.

Then it gets even better. The Chicagoist tracked down the IP address of the commenters defending Wal- Mart on its site. You guessed it! Paid astroturfers (read: fake grassroots). Once they figured out the true origins of the campaign and requested an interview, Wal-Mart went into hibernation and stopped answering phone calls and emails regarding the issue.

I wonder when big companies and chambers will stop trying to get their message out by using disingenuous methods. They must know by now that transparency and honesty are the cornerstones of the social media universe. Serafin most certainly should have known. The Chicago Chamber of Commerce is basically laundering Wal-Mart's money by putting its name on the site. Wal-Mart should have just put up its own site and taken responsibility for its own position.

The Chamber and Wal-Mart both have the right and the responsibility to get their side of the story out to the residents of Chicago. There are undoubtedly benefits to Wal-Mart to have a presence in this lucrative market, and benefits to the community to have Wal-Mart there. But to manufacture fake support in this manner is simply disingenuous and does not have a place in the social media sphere.

The only people who have not weighed in are the citizens of Chicago. If you are one of them, please leave a comment and share your feelings about Wal-Mart trying this tactic. Does it move you to action?

Last Time I Checked, MetaBank was Still Lame

About two months ago, I heard that something outrageous was coming! Maybe you saw the ads in the newspaper, heard them on local radio spots or watched the spots on T.V.... Some company was going to do something outrageous and they teased Iowans with what I guess is probably a $50,000 media campaign. The ads direct people to this microsite.

Usually when you spend that much on a teaser campaign the idea is to get people to talk about it, build some buzz, and generate some interest about what’s so gosh darn outrageous. I'm guessing this is probably the first time you’ve heard of it.

The outrageous thing is that the message didn’t reach audiences in the mediums that allowed them to share the campaign, and this campaign has failed to generated any momentum. I mean, when is the last time you were in your car posting a radio ad to your Facebook account? I know I don’t often share the ads I see printed in the Des Moines Register through Twitter. I guess they could have run the T.V. ads on YouTube but they didn’t.

So what is so outrageous? Well, MetaBank announced  some new checking account offers that -- on the surface -- seem pretty cool. Pretty different from the normal bank advertising we are so used to seeing. I asked my friends at Lessing-Flynn if they did this campaign. They told us that Meta Bank was no longer a client and they had nothing to do with this. Lessing-Flynn didn't know what agency was helping Meta Bank. 

It's clear that there was no ad agency directing them. No agency would have recommended $50k in teaser media without any social media initiatives. In today’s world, that would be a waste and campaign suicide. Go onto Twitter and search outrageousnow.com – you get two tweets – one from the company that built the site and another from some agency person.

What if someone had just suggested they use social media (the right way) to drive their efforts? What if someone tweeted for a month about the "outrageousness" that was coming? What if MetaBank already had a social media presence and could have increased their follow list through this kind of campaign? Metabank did use some social media chicklets on the site, but they don't have a volunteer fire department (aka, followers!) to help get the word out. What am I supposed to do with these? A Facebook icon and a url that pops into my twitter feed? Huge miss. 

My guess is that in 30 days if you search Google for “outrageous now” you will find this blog post listed higher than the actual outrageous now URL and most likely the MegaBank site. That’s not because I’m more savvy than anyone else, its just that I am the only one talking about it. Spending $50k on a teaser campaign that flops? Now that’s outrageous!

The only thing lamer than this is Banker's Trust sending me SIX generic Facebook messages asking me to be its friend when I am not a customer and I already told them that they can't use me for my followers. Get your own, dude.

No, I Don't Want to be Facebook Friends With Butter, and Other Annoying Subjects

~Today on Public Relations Princess, join me as I talk about really annoying trends happening in social media. Some of my rants will include:

~ Why I don't want to be friends with butter

~ Why LinkedIn conversation threads piss me off,

      and last, but not least...

~ Stupid Facebook mistakes

The show is on from 4-5 on Des Moines Local Live. Listen in!

Why I Trust Chris Brogan More Than Seth Godin

As a social media newbie a few years back, I decided to follow and make friends with a lot of different types in the Twitterverse and blogosphere. Some were just average people, some were students and I also choose to follow a few "superstars."

Among my superstars were Laura Fitton, David Meerman Scott, Wendy Piersall, Mike Sansone, Brett Trout, Gary Vaynerchuk, David Armano, Todd Defren, Drew McLellan, Christine Young, Brian Solis and Chris Brogan. My coach Mike Sansone also urged me to follow Seth Godin.

I also made a quick observation: Seth Godin's blog does not accept comments, nor does he interact on Twitter. My only way to contact him was via email. I asked him what his speaker's fee was, because I was thinking of inviting him to speak in Iowa for a professional development event.

The short email I received back was not rude, but it was a little terse. "Sorry, I don't speak outside of New York City." Translation: "there is no way in hell you could pay me enough to speak in Iowa." Instead of just sending me his rates, which I'm sure I would have figured out were too rich for my blood, he cut me off at the pass.

Seth's response also matches the temperature of interaction on his blog. The only way to share his messages are to Digg or tweet, share on Facebook or email. But no comment feature, no way to message him on Twitter. So basically, his legion of followers are one-way communicators on his behalf. Flattering, for sure. Godin allows other people interpret and comment on his ideas with no further interaction. Sure, most are positive comments, because he is brilliant. But, not exactly practicing what he preaches. In other words, "Word of Mouth," but just not his.

On the other side of the superstar equation is Chris Brogan. Along with the other folks mentioned in this post, he allows himself to walk among the masses in the social media space. He interacts with everyone and leaves the impression that he is one of us. He is, by definition, a "creator" on the Li-Bernoff scale of social media creatures. Sometimes, I don't know how he does it. I imagine it's exhausting.

I don't think it's possible to be a Trust Agent in this space without getting your hands dirty. Which is why I highly recommend that you follow Chris and the others mentioned in my post. They will answer your questions, respond to your comments, thank you for your help, and even go beyond the call of duty. Chris acknowledges that he cannot possibly sit and answer email all day, so put up this stunningly frank contact form on his Web site. Refreshing.

Using social media as just another way to push information one-way does not make sense to me. The difference is conversation. Two-way is here to stay.

Social Media in an Iowa Blizzard

I'm stoked to see that Iowa Lt. Governor Patty Judge has a new blog. That is awesome news!

Technically, it does not meet my definition of a blog, because it does not accept comments (moderated or otherwise). 

On this blizzardy day in Iowa, lots of peeps and tweeps will be spending the day surfing and commenting on their favorite social media sites. I'm convinced that Patty and her staff are losing out on a significant opportunity to communicate what Governor Culver and Lt. Gov. Judge are doing to keep Iowans safe.

Since Patty is in charge of Homeland Security and natural disasters, it would be wonderful to get a fresh post this morning as soon as the Iowa National Guard was activated. Patty herself, I'm absolutely sure, is in the war room at the Iowa National Guard headquarters as I write this, helping to coordinate emergency response. Will her Blogger blog be updated via mobile device? How cool would it be to get a picture of all those cute National Guard soldiers surrounding our diminutive Lt. Gov?

The part I love about her blog post is that she mentioned that she's not done with her Christmas shopping and her grandkids. This is how I know that Patty really had input into this post. She is a mom and a grandmom first. Very authentic voice.

Lt. Gov. Judge and I have known each other for a long time. Here's my advice for her blog, take it or leave it.

1. Allow moderated comments: This means you (or your staff) will get an email and allow comments to be approved before being posted to the blog. This will ensure that posts stay on topic and not abusive. With an election coming and right-wing nut jobs looking for opportunities to ding the current Gov. and Lt. Gov., this is certainly understandable.
2. Post on days when things are going on, not when you're taking a breather. People will start to check your blog to get the latest word on what you're up to. If you post as an afterthought, that's what the blog will become as well.
3. Link to more Web sites than just your own. In your last post, for example, it would have been cool to link to the IJobs Web site, and a local toy store like Creative Kidstuff.
4. Create some link-love. Patty's blog links to all the usual suspects, but there are tons of other Web properties and social media sites that could use a shout-out. How about the RIO site? There are probably dozens of others.
5. Invite a blogger to come with you sometime. Also, invite bloggers to press briefings and put them on your media advisory lists. The 2008 presidential candidates all had blogger lists and maintained great relationships with us during the caucus season.

I'm so glad the Lt. Governor is experimenting with social media. I'll be checking back often, and can't wait to be the first one to leave a comment.

Checklist for PR Majors: Before You Walk, Check Off Social Media Skills

I've spent a lot of time with students at Drake University, Simpson College, Iowa State University, the University of Iowa, UNI and Des Moines Area Community College the past two years. There are many bright students out there, for sure. Unfortunately, the classroom is not the best place to get to know these young people. But strike up a conversation on a social network, and you get a more accurate snapshot of the subjects they're interested in.

It's a paradox then, that these students, who live their lives on Facebook, don't really know much about the value of social networking in a business context, or its value in public relations, or its value in crisis communications. This bridge between the "social" nature of social media and the "media" aspect should be built during college. Once graduated and in the working world, these bright young people may not have the luxury of time to think about these connections again, until they're faced with writing a plan for a client or employer, who will expect them to know.

Unfortunately, most public relations programs still treat social media as an ancillary specialty, much like an appendix. There are many reasons for this. Sometimes it's because the professors don't know enough about social media in the context of a PR career to teach it. Sometimes, old school classes are taking up too much time on the required class list. So, I've come to the conclusion that students need not wait for a formal class to learn about social media. They should check the items off on this list themselves.

1. Learn how to shoot, edit and post video: Buy an inexpensive Flip, or simply use the video function on your point and shoot camera. Look into free editing software such as Microsoft Movie Maker or Apple iMovie. The goal is not to become the next Steven Spielberg, but to just become comfortable with the general process. Post the video to YouTube and tag it.
2. Learn how to record a podcast. With the free microphone that comes with most computers, and a free software program such as Audacity, you can create a simple audio file. Use this opportunity to hone your interviewing skills, which you will need when you become a PR professional.
3. Create and write regularly on a blog: There are many good free blogging platforms out there, such as Typepad and Wordpress. I'd avoid Blogger just because I find it to be limited. Blogging teaches many things and hones writing skills. It also provides lots of practice in posting pictures and videos.
4. Get on Twitter and learn how to use it. Follow your classmates and professors, your university, or anyone from the city you live in. You'll start to build your own following very soon.
5. Collect internships like seashells. If no perfect position presents itself, market yourself as an intern to a local nonprofit and offer your services to get them up and running on social media for six months.
6. Clean up your Facebook page and make it more adult-working-world acceptable. No need to scrub it clean, but use discretion in what pictures of you are tagged with your name.
7. Join LinkedIn and use contacts you make during internships as your first connections.
8. Figure out social media strategy: Write a paper on using social media in the business world and highlight some great case studies. Be sure to make a clear connection between strategy and tactics. Why was social media used? Did it help solve a problem? Did it produce measurable results?
9. Take Internet Marketing. There are lots of old-school digital marketing classes that can teach you about CRM, email marketing and SEO. A lot of what you learn will apply to social media as well.
10. Get involved. There are many opportunities to help your school, your local PRSSA chapter, as well as your community. Show initiative and get out there and do something. Put it on your resume as a volunteer position.

I've noticed a disturbing trend with my students and have heard the tale from fellow professors: Students are so used to being told what to do that they're losing all initiative and curiosity. That is the worst possible trait to carry into a new career. Delve into your creative side and tackle social media while you're in college. No one will be there to tell you how or what to do. And that, in my opinion, is the best part.

i_Blog Conference at the Hotel Pattee in Perry, Iowa

This weekend, I was invited to kick off the first i_Blog conference at the beautiful Hotel Pattee with a talk on the subject of using Twitter to draw attention to a blog.

Pretty standard stuff for a social media consultant like me. I was a last minute sub so I didn't get to do my usual pre-conference polling of attendees to see what their learning needs were. Didn't get to see a list of what companies or walks of life they came from.

Now, I'm so glad I didn't. I remembered the best thing about social media is listening and learning from those around you. Listening to questions and comments from the audience guided me to the next thing I needed to say. So thanks, i_Blog conference attendees, for allowing me to be a small part of your day. I enjoyed meeting each of you. And congratulations to Jody Halsted of "Have Kids Will Travel" for putting on the conference and being such a gracious host.

The photograph here is of a book about the Hotel Pattee in Perry that was given to each of us by hotel general manager Todd Bordenaro. The rich photographs and text draw you into the history of the place and make you want to live there! It is without a doubt one of the coolest places in Iowa and a great place to hold a quiet and productive corporate retreat, a board retreat for a non-profit or business, hold a fundraiser or a special event. Call Todd Bordenaro at the Hotel and make an appointment for a tour of this wonderful gem in the heart of Iowa.

Technology Association of Iowa's Leann Jacobson My Guest on Public Relations Princess

Leann Jacobson is a rare find in Iowa: A woman in the technology field. But not just any woman. She's the leader of Iowa's largest technology professional group, the Technology Association of Iowa.

Wednesday November 4 on my Public Relations Princess Internet Radio show, Leann will be my special guest. We'll be talking about the Technology Association, its member benefits and exciting things that are happening in the organization.

Leann and I go way back to the DMAM Rotary Club (man that was a long time ago) and I can't wait to catch up with her and find out more about this great organization.

Leann Jacobson brings over 25 years of business and entrepreneurial experience, including 18 years at AT&T, to her role as president of the Technology Association of Iowa. Her tenure at AT&T included leadership positions in sales, marketing and government affairs – where she retired as regional vice president in 2002. She then founded Capitol Gains, a multi-client public policy firm, and served as its president and chief lobbyist. The firm successfully represented a broad portfolio of clients focused on business, economic development, arts and culture and child welfare.

In May, 2005 she assumed the role of president of TAI.

Ms. Jacobson graduated with highest honors from Bethel University in St. Paul, Minnesota with a Bachelor of Arts degree in Business Management. She is an Executive Committee Member of the Council of Regional Information Technology Associations, has served on numerous non-profit boards, and is the founding director of Iowa Women in Public Policy.

The show is from 4-5 p.m. CST on November 4. Just go to MacsWorldLive.com and tune in!

Iowa IS Social Media

Leave it to our friends at Ad Maverick to say it best. Iowa has a ton of social media game! Lessing Flynn is locked in a competition with a few other ad agency blogs for the title of best social media agency among 45 competitors on Michael Gass' Web site. One of the competitors suggests that Iowa has no social media. Far from it, my friends! And they also make the ridiculous assertion that since North Carolina is closer to New York City, they're more relevant. Talk about an identity crisis. Iowa is just fine with being Iowa, thank you very much. Check out the video and see if you agree that Iowa truly has a great diversity of companies and individuals using social media. Be sure to vote for Ad Mavericks in the poll. It's the only Iowa agency represented.