Public Relations Princess

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.