Think Before You Post

Kelli Brignac

I gave a presentation to a group of students at McNeese State University. The topic of my presentation was “social media and your personal PR plan.” I was speaking to a room full of students and professionals representing industries like engineering, accounting and marketing, among others. My goal wasn’t to scare the students, but we all felt it was important for them to know that while social media can be wonderful for both companies and individuals, it’s important to know what you’re doing and how to use it appropriately.

Below is an outline of the presentation I gave. Have questions? Leave them in the comments.

What is PR?

The “official definition of public relations, according to the Public Relations Society of America, is that “public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” That’s true, but it’s fancy and vague, too.

Let’s start with what PR is not. It’s not what Samantha Jones does on “Sex and the City.” It’s not what you see on “Mad Men.” It’s not a last-ditch effort when something bad happens. And it’s not a bunch of spin-doctors hawking terrible products. It is strategic. It’s varied. It’s about communication. And it can work for you.

• As you read through this blog post, consider three things:
• It’s about your reputation.
• It’s about relationships.
• Brands aren’t just for companies. They’re for people, too.

Photo Courtesy from Marina Elena

What’s considered “social media?”

Social media is really anything that connects you with someone else over the Internet. Examples include Pinterest, Facebook, Twitter, Instagram, Vine, YouTube, message boards (i.e. Reddit), Snapchat and Google+. Of course that list isn’t exhaustive, but it’s a start.

How can your online activity affect you?

Consider the girl who got fired from her job before she even started because she tweeted something pretty inappropriate the day before. That happened. Read about it here (and know there’s some language in the story).

What about John Mackey, CEO of Whole Foods, who had his message board history investigated by the Securities and Exchange Commission? That happened, too.

Oh, and remember Justine Sacco? Her entire life changed after one tweet sent before she got on an 11-hour flight. By the time she landed she was a worldwide trending topic, she’d been fired from her job, and she was being publicly ridiculed.

There are lots of stories like this one. The bottom line is that you should never assume something you’re posting online is anonymous, whether it’s on Twitter or a message board. 

How can social media work for you?

• Social media can be awesome, too. Just know how to use it. Make sure you pay attention to:
• Privacy – Facebook is constantly changing its settings. I’d probably make an effort to check those every month or so.
• Connections – Connect with the right people. Make sure you know them or intend to know them and that you’d be proud to be associated with them.
• Use different strategies for different platforms. I consider Instagram much more private than my Twitter page, for example, and I have fewer followers there. I use LinkedIn for business, which is different than the way I use Facebook.
• Don’t overshare. Don’t use “stream of consciousness” posts, or you might wind up publishing something you regret later.
• Engage appropriately. Remember that you can’t hide your Facebook profile picture, so why not make sure it is something you don’t mind clients, employers or co-workers seeing?

Let’s talk specifics.

Here are a few closing thoughts for maximizing your presence on various social platforms:

• On LinkedIn, optimize your headline, get recommendations, don’t be an oversharer and use the functions.
• Note: In this case, an oversharer refers to notifying your network of every little change to your profile. You can share lots of great info on the profile itself, but it will annoy your connections to get an email every time you add a word to your bio.
• Snapchat does not actually go away! It’s easier than ever to take screenshots, and if someone really wants to recover a snap, they just need to find the hidden file when they plug their phones into a computer.
• As I mentioned above, Facebook is always changing its privacy settings. The defaults are NOT that private, so I’d recommend going beyond their “quick” privacy setup.
• Once it’s out there, you can’t get it back.
• Social media is awesome. You can keep up with family or friends. Gchat has made it easier for me to do my job with co-workers in different cities. And social media is awesome for brands to put their messaging out there. Just use it responsibly.

Google Tips and Tricks

Sarah Burgess

We’ve all been there – desperately searching for (whatever) on the Internet and unable to find it. Even though most of us browse the web daily, there’s still plenty of room for us to learn something new about the capabilities and quirks of Google.  While browsing the Internet looking for a solution to a search problem, I came across tons of ways to beef up your searches with many tricks you might not realize Google could do!

Here’s just a taste of some of the most useful (and fun) tips and tricks that I’ve come across for Googling:

Photo Courtesy to Flickr User Stefan

• Find exact phrases – Using quotation marks around a phrase will bring up results with the same words in the same exact order as your phrase.
• Eliminate results containing certain words – Trying to search for one thing but your results keep populating with the wrong thing? Try using the minus sign! Ex: jaguar - car
• Search photos – Yep, Google has thought of everything. Now you can even search using a photo. Simply drag and drop or copy and paste the photo into the search bar, and Google will pull up results of related images, articles and more!
• Search for keywords on websites – Using the “site:” function, you can search for a term only on a particular website. For instance, searching “presidents site:wsj.com” will pull up all mentions of presidents on the Wall Street Journal’s website.
• Define words – Unsure of what a word means? Google can define and translate words using “define:” Ex: define:platypus will tell you the definition of this egg-laying mammal.
• Search for file types – Looking for a specific PDF but don’t want to search through pages and pages to find it? Type what you’re looking for followed by  “filetype:” and the version you’re looking for (PDF, PPT, XLS, etc.)
• Related pages – Type “related:” and the link to a website, and Google will provide you with pages that have similar content.
• Numbers in a range – Stay within your budget by searching only for items priced within a specified number range by putting … between amounts. Ex: Subaru Outback $20,000…$30,000
• Track packages – Type in your UPS, FedEx or USPS package tracking number directly into the search box to learn the status of your shipment quickly.
• Similar terms – Place the ~ sign immediately in front of your search term to get results that include synonyms. Ex: searching for “Christmas ~ dessert recipes” will give you results for desserts, candy, cookies and other sweet treats.
• Math – I wish I had known about this when I was in school. Type in a math equation into the search bar and presto! Google can also be used to convert units and currencies. Ex: 5 miles to km
• The fun stuff – Type in “Atari breakout” into Google images and enjoy!

Got any other Google search tips? Tell us in the comments below!

Two Referral Sources Skewing Millions of Google Analytics Reports

Ali Glemser

Ghost referrals, referral spam and spam bots are Google Analytics headaches.

Chances are that if you manage Google Analytics for a website, you’ll see what I mean when you go to the Referrals page and sort by source. These fake referrals have become exponentially more troublesome on Google Analytics over the past year. Personally, I have noticed the website traffic increase on many of my clients’ websites by several hundred views each month due to these nuisances.

These sources are designed to trick you into visiting a shady/spammy website as you’re trying to find out how visitors are getting to your own website. They can be divided up into two types of spam: ghost referrals and non-ghost referrals.

Ghost referrals don’t actually visit your website; instead they push their data straight to your analytics. Non-ghost referrals, like bots and spiders, actually hit your website. Because these two types of spam act differently, you must approach them differently when you are trying to get rid of them.

Ghost Referrals

These are the majority of the spammers, and they simply target your Google Analytics so you will seek them out and end up on their spammy website. The only way to block them is to go through your Google Analytics to get rid of them. These ghost referrals are pretty smart, so you will have to go through several steps to ensure they don’t out-maneuver your preventive measures.

Non-ghost Referrals

Bots and spiders, while annoying to your analytics reports, actually help with identifying SEO; therefore, you don’t want to block them completely from the website. Instead, you want to make sure that they aren’t being counted in your Google Analytics report. You can use these simple steps in your Analytics administrative settings to take care of that.

The good news is that these sources are rarely out there to hack your website or cause serious damage to your digital property. The bad news is without action against them, you are not able to get an accurate reading on your website analytics and therefore, could be making some misrepresented business decisions because of them. Additionally, while the steps in this post may help right now, these spam sources are constantly evolving. Make a point to maintain surveillance and act proactively against these digital pests regularly.

Have you seen an increase in these types of hits in your Google Analytics? Do you have other tips to add? Comment below.

5 Ways to Ensure You WON’T Get an Interview with Obsidian

Kerri Guyton

As the summer approaches, my inbox is filling up with resumes from eager applicants looking for both summer internship opportunities and full-time openings at Obsidian. Fortunately for them, we are the type of firm that will open their emails, review their resumes with careful consideration and even respond, as we never want to miss out on the opportunity to scoop up today’s best and brightest PR stars. Unfortunately, some applicants don’t seem focused on shining very brightly. Here are five actual missteps that have halted the progress for applicants at Obsidian.

1. Attaching the wrong cover letter

I understand that applicants are applying for jobs at multiple firms – I’ve been there. But, I’m not interested in reading a cover letter addressed to someone else that gushes over this other firm and how much he or she would love to work there. My assumption: This person lacks proper focus and attention to detail needed to work at Obsidian. 

2. Using bad grammar and misspellings in your application materials 

While it’s important in any industry to submit a resume and cover letter devoid of misspellings and bad grammar, we are hypersensitive to it in the PR industry, as high-quality writing is imperative to what we do every day. My assumption(s): This person is either uneducated on proper writing guidelines or is OK with turning in low-quality work. Either way, he or she will need a good deal of guidance and editing before getting to the level necessary to succeed at Obsidian.

3. Not responding to my email in a timely manner

Most of the time, after reviewing an applicant’s resume, I have to request writing samples. (Side note: Today’s “best and brightest” applicants have personal websites that house all of their writing samples, along with other interesting information about them and their experiences, so my reply email to them often simply requests availability for an interview.) Other times, I’ve shot over a few quick pre-interview questions just to feel out an applicant’s interest in applying with us and maybe dig a bit deeper into his or her experience before setting up a formal interview. It’s unbelievable to me when I don’t get a timely reply – or any reply at all in some cases. My assumption: There is no way this person could work for Obsidian, where we operate on a sense of urgency and immediacy, always being quick to respond to a reporter or a client request.  

4. Lacking prior PR/writing experience

This applies mostly to our Level 2 internship and any full-time position at Obsidian. We do offer an entry-level (Level 1), unpaid internship for students and those with little to no prior PR experience. But, I have to say that if an applicant doesn’t have much PR writing experience – or hasn’t been working in the PR industry in the past several years – I can almost guarantee that he or she is not going to get to the interview phase. The facts: The PR industry is constantly evolving and changing. There isn’t a lot of time for teaching important skills, such as PR writing, or playing catch-up in our environment. We need applicants who are skilled and ready to jump in and go.

5. Having an unflattering digital presence – or no digital presence at all

Guess what? Employers are looking for your digital presence. What I find about an applicant can influence if it’s worth the time for an interview. And, if no one has said it before, let me be the first: If an applicant doesn’t have a digital presence at all, I can’t help but wonder what they know about digital relevance and the power of social media in today’s world. (And, how are they getting their news?) My assumption: If an applicant is on the job hunt and doesn’t even have a LinkedIn profile, I have to assume that they don’t understand how to leverage digital and social platforms for their own benefit, much less for the benefit of a client. 

I would advise anyone applying for any job to consider how every step of the application process – from submitting your materials to conversing with the potential interviewer –represents the type of employee or team member that you would be. From my perspective as the interviewer, my time is valuable. I do spend a good amount of time reviewing resumes and researching applicants online so that I ensure that those I take to the interview phase will be worth the conversation.

Tirades and Tantrums

Daniel Wade

Do you remember the last time someone yelled at you at work? Maybe that person became angry, for whatever reason, and communicated displeasure or disagreement with your idea by using cutting or sarcastic language. And while this person didn’t overturn desks or anything (I hope), he or she pretty much threw the adult version of a tantrum. Usually, this type of interaction only breeds negativity and can strain relationships in the workplace. I truly hope this scenario isn’t very familiar!

Renowned marketer Seth Godin brought up an interesting perspective on these types of interactions recently. He says in some industries and workplaces, we allow this behavior because it elicits a response – the “one who yells the loudest gets the attention” sort of philosophy. But, surgeons don’t have to raise their voices and pilots don’t scream at air traffic control to get what they need, says Godin. They are professionals; they merely ask. You see, we give the yellers and tantrum-throwers power when we respond to their actions. What would happen if we didn’t validate them and only responded to appropriate communication?

Photo Courtesy to Flickr User Cecilie Sonsteby

Or, look at it this way. Let’s say you have a need or request that just isn’t getting the desired outcome at the office. Are you doing the equivalent of the Big Bad Wolf and huffing and puffing to get your way? If so, try adjusting your communication approach and see what happens. Professionalism and respectful interaction go a long way toward achieving your desired outcome, regardless of your place on the proverbial totem pole. Besides, as Godin says, “A pitfall of throwing tantrums is that sometimes, people throw them back.”

Set out to define your workplace culture as a place of respectful and professional interaction at all times. If you struggle in that effort, and you very well may, make it part of your personal culture and creed to do so. My guess is you’ll be pleased with the results. 

4 Ways to Harness Inspiration

Brooke Watson

Are you in a professional slump? Is it taking all of your energy to produce fresh ideas and serve your clients? Whatever roadblock you’ve found yourself against at work, it could be that it’s time to rediscover your source of inspiration and take a mental break. However, in our busy world, it is often difficult to find a meaningful and feasible way to do so. Next time you find yourself grasping for creative ideas or suffering from a case of writer’s block, try some of the following tips to get your groove back.

Photo Courtesy to Flickr User
Charles Skipwith Smith

• Remove yourself from the problem. When possible, taking a step back from the issue is almost always a good plan. After so many hours at the drawing board analyzing the dilemma up close, you’re often so focused on one element of the problem that you end up missing the big picture. Being able to include all relevant angles is key when tackling any problem, so being able to take a break and approach the concept from a new perspective will boost your creativity and will ultimately help you be more successful.
• Brainstorm with colleagues. If you’re not already doing this in business, you should give it some serious consideration. While it can initially seem intimidating or even embarrassing to admit that you’re stumped by a recent challenge, it’s actually a trick for gaining a new perspective when you’re short on time. Brainstorming sessions trigger a multitude of ideas and can lead to an answer in a quarter of the time it would have taken you to reach alone.
• Refer to yourself. Another nice trick when harnessing inspiration is looking back in your work portfolio. Do you see any projects completed in the past with a similar theme? What about references to outside work? Oftentimes, you can utilize an answer from the past and modify it to fit your current situation.
• Research. Arguably the most important element to inspiration, it is crucial to understand the culture of the dilemma in order to successfully tackle it. Keep yourself in the know, and study social media trends and recent news to ensure you take a modern approach. Ill-informed creativity is poison to any current project. 

‘It’s wedding season’ – and a few of our other fave commercials right now

Crissy Lintner

We all have our favorite advertising campaigns, and one of my favorites right now is SouthwestAirlines’ “Wedding Season.” This is a continuation of the fall’s campaign of the same name, featuring the same dancing gal at multiple different weddings (touting Southwest’s fare sale). But, what makes an ad campaign great? In this particular campaign, it’s the humor and strategy. The creative geniuses behind Southwest’s Wedding Season campaign developed something around what is a very true reality for many women (and men) right now – wedding after wedding after wedding in city after city after city. They achieved a fun campaign that resonates in a fun way and that some experts think might lead to the eventual marriage of the dancing girl (considering she caught the bouquet in this one). We will see what Southwest comes up with next!

What other campaigns are we loving and watching closely? Here are a few of our faves and why we love them!

The Sonic Guys:

Yes, they’ve been around awhile (a long while), but they still make us chuckle. Kerri sent her favorite one running right now.

The Sonic Guys: Tax Day

And Sarah L. added this to our beloved Sonic Guys series.

United Healthcare: Our Song

Ali and Chelsey both shared this one, which I hadn’t seen yet. We love how funny it is, but what a great way to tie in the message of their Virtual Clinics (which is exactly what they want you to take away from the commercial).

Android: Friends fur-ever

You can never go wrong with animals, right? Intern Brooke shared this one – and oodelally, it’s a cutie. The message? You don’t have to follow the same trends as everyone else. Be unique.

Samuel Adams Boston Lager:“History Channel: Sons of Liberty”

Sarah B. shared this one and all its wit. What a great tie-in to pop culture and the history of the brewery (and its namesake).

Lowe’s: Fitted Sheets

We’ve all been there - nothing is more frustrating than folding a fitted sheet, and the folks at Lowe’s have tapped into that very thing with their “Fitted Sheets” commercial. Relevant and still hitting home the original message (Lowe’s can help you DIY anything and leave you feeling empowered), it’s a great mixture of humor and branding. 

Subaru: Loyalty and Backseat

I have to agree with Courtney – the Subaru commercials are pretty wonderful. They showcase the brand as a feeling: love. And they humanize their brand in a very effective way. Their commercials show their commitment to safety and loyalty as a reliable and trusted vehicle. And none is as sweet as this particular commercial.

Allstate: Mayhem

And as Kelli said, “I find that most commercials annoy me way more than they are great, but I do have a renewed love for Mayhem ever since the most awesome campaign ever with the Mayhem Sale at the Sugar Bowl.” I have to agree – that was a great campaign bringing home the point that, well, if you’re not home, your stuff isn’t necessarily safe! Really, Kelli likes all of Mayhem, so check out the series on the Allstate YouTube account here.

Do you have a favorite campaign right now? Go share on our Facebook page!