This week you’ll see plenty of ghouls and goblins, tricks and surprises. But fear shouldn’t be a part of your PR campaign! Here are our tips for avoiding ghoulish PR. (And if you need some help, who ya gonna call?!)
Indulge us as we channel Jerry Seinfeld for a moment: What is the deal with LinkedIn endorsements?
First off – they’re everywhere lately. There are days when the bulk of the updates we see consist only of one contact endorsing or being endorsed by another.
- Adam was endorsed for Social Media
- Eve was endorsed for Corporate Communications
- Bob B. endorsed Lisa for Public Relations
Don’t get us wrong. We LOVE getting endorsements! Who wouldn’t appreciate unsolicited compliments from colleagues and associates? True, there is that pesky sense of obligation to return the favor, but that’s a minor inconvenience in return for what amounts to a recommendation, right?
But is it a recommendation? In many cases the skills LinkedIn lists for endorsement are somewhat vague and most definitely impersonal. That said, public relations, social media strategy and press releases are rather critical skills to have – especially in our business. But those are the things we can (and should) include in our profiles; they aren’t particularly unique skills, and with the increase in endorsements lately, their shine and influence has begun to fade.
This got us thinking: What might be more valuable (and loads more fun) would be the option to endorse a person for soft skills, personality traits and unique characteristics – you know, the stuff that really reveals how useful – or liked – he or she may be.
So without further ado, here’s our list of the endorsements we’d love to receive and give on LinkedIn:
- Being a team player
- A positive attitude
- Contributing unsolicited ideas
- Posting engaging, thought-provoking tweets
- Learning something new (and sharing it)
- Being a cheerleader
- Working like an entrepreneur: doing what it takes to get any job done
- Leading by example
- Financial wizardry
- Creative client concoctions
- Mind blowing content
- Happy employees
- Being detail-oriented
- Being trustworthy
- Walking the talk
Do you think LinkedIn endorsements are useful? And what’s on your endorsements wish list for LinkedIn?
Jason Miller serves as senior manager, social media strategy at Marketo. He leads the company’s social media efforts, focusing on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs, such as Social Media Examiner, Social Media Today and Marketing Profs.
Pick one: Beer, Wine, Soda, Juice, Coffee, Tea or Water?
I don’t always drink beer, but when I do, I prefer Stella.
In addition to your social media strategist position by day, you are also a rock music photographer by night. What is the one band you haven’t seen live yet that you would love to photograph?
I have been fortunate enough to photograph many of my favorites including The Cult, Guns N Roses, Motley Crue, Keane, etc. But I am missing one, and that would be Cheap Trick. Their management company has ignored my requests for some reason, but there are two shows coming up here in The Bay Area that I will be attending so I am hoping they respond accordingly this time. It’s free PR for them, so I am very surprised to see them pass up the opportunity.
What parallels in skill sets can you draw from photographer & entertainment writer to the social media magic maker you are today?
Creativity, striving for perfection and the freedom to try new things. Social media marketing is all about how creative you can get while selling to your customers and prospects without selling. There’s a great quote from marketing mastermind Gene Simmons that I always go back to: “We need the people to like what we do. The more they like us, the more they will buy.” That’s been his philosophy regarding KISS and their worldwide domination, but it also applies very well to a company’s social media strategy. The mentality of ‘always be closing,’ needs to change to ‘always be helping.’
In your recent AMA webinar on the topic of Social Media for Lead generation you spoke about “getting out there and trying things.” What ‘things’ do you recommend trying first to increase engagement?
By ‘things’ I essentially mean trial and error. Social channels are simply another touch point between you and your customers and prospects. They move in real time and what works for one business may not work for the other. The idea here is to find success stories and strategies, then make them your own by adjusting the tactics to your audience. Many of your early social campaigns will indeed fail, and that’s ok. The key here is patience and not giving up too early.
How do you keep up with all of your different social networks ? What processes or tools do you have in place to make it easier?
It is challenging, to say the least. Hootsuite is essential for managing multiple social networks, but I really love reading blogs. With the looming death of Google Reader, I have switched over to Feedly to aggregate and read the blogs that I love. Flipboard is also a great option when I want a fully-integrated social feed in a magazine-style format, the only problem there is the filtering. But they are getting much better.
You talked a bit about LinkedIn as a critical social tool for lead generation, and it has certainly improved in the recent months. What do you see as the most valuable way for a business to use LinkedIn?
The most valuable way businesses can use LinkedIn right now is for prospecting, listening and building credibility. There is a cornucopia of insights within the platform, if you know how to set up saved searched-around keywords. There is also a tremendous opportunity to engage with super relevant conversations within the newsfeed and LI groups. I am really excited to see the new products that will be coming from LinkedIn for marketers in the coming months, as I believe they are just getting started.
You also mentioned Facebook as being an important lead generation tool no matter the kind of business you are in. Can you explain why that is the case?
The bottom line here is that if your business or brand, regardless of the niche you are in, doesn’t have a presence on Facebook, you are simply missing opportunities. There are more than one billion people on Facebook; if you think your customers, prospects and decision makers are not there, you are wrong. The important thing to remember is that in the world of B2B marketing, your customers and prospects are not on social to be sold to. Entertain them, tell them a story, give them something to share, help them along the way, and when it comes time for them to purchase, your company will likely be top of mind.
Measuring success is always important to any marketing initiative and tying our work with social back to lead generation is no different. For a small business that may not be able to afford a Radian6 or Marketo right now, what metrics do you recommend looking at beyond likes, shares and follows to determine campaign success. Are there any good free tools that go beyond the average vanity measurements?
That’s a great question. For a small business or anyone just getting started, I would recommend something simple but super effective such as Sprout Social. It’s a pretty decent all-around social tool and provides a nice foundation for anyone looking for a quick snapshot of the social-sphere around their business. Once you begin to get a bit more serious around your social measurement of lead gen opportunities, then you need to start tracking social as a lead source, along with referring traffic and conversions from social. You can do that with Google Analytics. The main thing to keep in mind is that when you start seeing leads come in from social, they are almost never ready to buy. You need to have a lead nurturing process in place, and that’s where marketing automation really shines.
We work some amazing and dynamic marketers and CEOs with fantastic ideas, but sometimes best intentions for writing don’t seem to happen. What is your best tip for inspiring busy executives to crank out the blog posts?
Easy. Go to lunch with them and ask them questions. Record the conversation, then have it transcribed via TranscriptionStar or a similar service. You can extrapolate from there and possibly even have two or three posts from one conversation.
As an aspiring comedian, would you please share the funniest social media update you ever posted or remember seeing across your networks?
I don’t know if it’s as funny as it is disturbing, but I once tweeted that I woke up one morning still unable to forgive George Lucas for introducing Jar Jar Binks to the world. Somehow it got retweeted tens of thousands of times, and I ranked as the number one influencer for Jar Jar Binks on Klout.
For some of us, “All I Ever Really Needed to Know I Learned in Kindergarten” still rings true. Play nice, share with others, don’t interrupt, work hard; the list goes on.
For me, a lot of the advice I call upon in my adult life revolves around what my parents taught me. I use their advice in parenting, how I treat my loved ones – both family and friends – and everything in between. Much of their advice I even apply to my career as a PR executive. In honor of Mother’s Day, I wanted to share my thoughts, and those of my teammates, on how Mom’s early lessons stick with us and still help us in our careers today.
When I was young, I struggled with math. Words always came much easier to me. As the daughter of two parents who worked for a national newspaper, you could say it was in the blood. How could I get through this math monkey on my back and change my perspective? My mother taught me that we all have to do things we don’t want to do. We all have to tackle the hard things. Part of life is this yin and yang of easy and hard. So with the assistance of kind teachers, patient parents, and most importantly a change in me, I switched my thinking and began to use the mantra, “I will not give up.” I heeded my mother’s tough advice. She didn’t have a ton of sympathy, but rather told me over and over, “Keep at it, be tough, and do not give up.”
I am no longer tackling Pi or the Pythagorean Theorem, or cringing after being called up to write on the blackboard in math class - but each day as a PR professional, I am still faced with challenges that call for mental toughness and confidence. This is when the parts of my job that are harder and grittier than others call for my mom’s good old “don’t give up” mantra. This mantra makes for happy clients, solid journalistic relationships and a constant quest for me to deliver top results while striving to do better.
My PerkettPR colleagues shared what they’ve learned from their mothers as well. Here’s a collection of the awesome advice that they still carry with them in their PR careers.
From Christine Perkett
My mother taught me not to undervalue myself – which comes in handy when negotiating as both employer and vendor. My grandmother taught me that men are like street cars — a new one will always come along. I say the same is true clients – not that I don’t appreciate the ones we have (I so do!), but that they come and go and that losing one is not the end of the world.
From Susan Sweenie:
My mom taught me that even when dealing with someone tough or not interested, just kill them with kindness.
From Crystal Monahan:
I’ve had the privilege of having two moms in my life – my actual mom and my stepmother. Although different in innumerable ways, they both share one admirable trait that I have tried to emulate in my life and career. They both possess a remarkable work ethic. They work dawn to dusk if necessary. They have held multiple jobs to provide for their families. Nothing is beneath them – if it needs to get done, they do it. They both understand that nothing in life comes free and great pride comes from a job well done.
I’ve always tried to do my best and work my hardest, and have always appreciated the sense of accomplishment at seeing the results of my efforts whether it’s completing monthly status reports on time, writing a solid press release, or seeing my clients in the media.
Whenever I’m feeling lazy, I think about my two moms and I know they’ve probably already accomplished more in a day than many people do in a week, and I’m inspired to get back to work.
From Susie Dougherty:
“Mind your manners…” Something my mom was a stickler about, much to my benefit. I think most of us (well, maybe not as many as I’d like to think) grow up to be mindful of the simple words and gestures that help make us respected adults. But with today’s email and social media – suddenly a lot of those manners have gone out the window. Thanks to my mom for somehow making those words stick –even as the Internet has fundamentally changed in so many ways how we communicate. I’m still using my manners behind my laptop or iPhone or tablet screen – and I know that stands out to clients, reporters and even my own colleagues.”
From Jennifer Hellickson:
My mom’s a big proponent of the Golden Rule – treat others as you’d like to be treated – and this goes a long way in PR. Going that extra mile for both our clients and our colleagues in the media means trying to not only think from their perspective, but also anticipate their needs, as well. This creates a better working environment for everyone and ultimately allows us, as PR professionals, to better serve the company’s mission.
From Heather Bliss :
Mom taught me so many amazing lessons, but one of the most valuable was to be a good listener and problem solver. She has an uncanny ability to be able to listen to ANYONE, and I mean anyone. Whether it’s a family member, friend, colleague or a stranger on the park bench next to her — if they have a problem my mom has the time and patience to listen and to try and help solve it. I learned how to translate some small part of this gift of hers to my work in PR to really listen to clients and understand the issues they face and try to problem solve solutions as my mother would with quickness and calm.
And, fellow PerkettPR staff member (and new mom herself) agrees:
Johanna Lucia adds:
My Mom always taught me the importance of being a good listener. She helped instill this very powerful life skill in me, and when it comes to PR– we need to hear our clients. Listening to our clients’ wants and needs is a vital part of our role and in helping develop effective PR strategies.
What inspirational mom lessons can you share with us? Do you have a favorite piece of advice learned in childhood that still remains a part of your work habit today? Please share your stories in the comments.
The balance of power in B2B public relations has shifted. No longer does the media hold all the cards, although they are still important influencers. Fast Company writer Wendy Marx provides some Best Practices In B2B PR to consider as the B2B public relations ecosystem continus to evolve.
B2B marketers have one of the most difficult and underappreciated jobs on the planet. Their mission is to create memorable brands out of some downright “unsexy” products. How do they do it? MarketingProfs‘ Russell Glass explains that the best B2B marketers are successful because they start with building a brand in How the Best B2B Marketers Think Like B2C Marketers: Five Strategies to Emulate.
Using social media correctly is like putting your Rolodex on steroids. Perhaps the best thing about using social media is that it allows you to communicate with all of your contacts at once through status updates. But Melinda F. Emerson at The New York Times warns there are some important lessons to learn and gives some insights on How Not to Pitch Your Business in Social Media.
Are you one of the many marketers who launch their social media programs because they feel they need to and then scramble to understand both how they will make these work and how they will be managed? Online marketing veteran Jasmine Sandler urges you to stop chasing your tail and start Your Social Media Marketing Plan in 5 Easy Steps via ClickZ.